Pipeline Visionaries

Caspian Studios

CMOs and demand gen leaders dive head-first into their strategies and tactics for building a pipeline machine.

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Top 10 Pipeline Visionaries Episodes

Goodpods has curated a list of the 10 best Pipeline Visionaries episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Pipeline Visionaries for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Pipeline Visionaries episode by adding your comments to the episode page.

Pilot, Prove, Scale

Pipeline Visionaries

10/15/24 • 42 min

This episode features an interview with Niki Hall, CMO at Five9, a company that provides cloud contact center solutions, facilitating billions of customer engagements annually for 2,500+ customers.

In this episode, Niki discusses the role of a CMO as a business professional first, and how important it is for them to bring customer insights into the overall company strategy. She also dives into her approach to experimentation and enhancing authentic marketing with the customer voice.

Key Takeaways:

CMOs should see themselves as business professionals first, and marketing professionals second. As a business professional, they need to be honest about what is not going well, so while you need to highlight wins, you can’t focus too heavily on what is going well.
CMO's need to bring out insights to inform strategy, anticipating future issues that could arise. It’s essential to use customer insights to inform overall business strategy.
Experiments are important, and you can pilot and prove new ideas at a small scale for proof of concept. Leaders should invest in and encourage experimentation.

Quote:

“ Pilot, prove, scale. So, I always ask my team to try new things, pilot it, prove it at a smaller scale. Once we've proven it out, then let's scale it globally. So, I've always set aside money for experiments and encourage my leaders to do that.”

Episode Timestamps:

*(03:09) The Trust Tree: Having the right ingredients as a company

*(14:02) The Playbook: Having a clear, differentiated message

*(37:12) The Dust Up: Grounding in common understanding

*(39:25) Quick Hits: Niki’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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Win Customers with Binge-Worthy Content

Pipeline Visionaries

09/17/24 • 50 min

This episode features an interview with Jason Ing, CMO at Gusto, a company that automates and simplifies payroll, benefits, and HR, while providing expert support. Jason was early on the ground at Xbox and Prime Video, playing pivotal roles in revolutionizing online gaming and digital media.

Jason offers a behind-the-scenes look at marketing major shifts in entertainment consumption, like launching Netflix on Xbox and his role in getting Amazon fire sticks into our homes. He also dives into his current marketing strategy at Gusto.

Key Takeaways:

Everyone loves good content, and creative, entertaining content attracts and retains customers.
Commitment and excitement about a long term vision can lead to groundbreaking success, even if others are skeptical initially.
There is value in trying out unexpected or unconventional strategies, such as direct mail for Amazon Prime Video.

Quote:

“As it relates to Netflix, and streaming overall, this was during the years in which people were still getting Netflix by mail. That was what they were known as. But the technology was being built and the amount of Xboxes we had in living rooms in the U.S. households and across the world was at a point where these streaming providers could create a viable business by getting into all those living room spaces. And this was before TVs were all smart-TV-enabled. So, it was really cool to see a vision for the future. And there was a bit of belief that you had to have around knowing that there was a better way. When you're fortunate enough to work for a company that is as successful as Microsoft was, and it's even more successful today, the company was willing to think long term. And I think that was really the first time in my career where I was exposed to this idea that you had to manage things on a day-to-day level and for the short term, but you had to have long-term vision and commitment to it. And I think all of us who were there, we were just very much bought into that idea, that there was just a future that was around the corner.”

Episode Timestamps:

*(29:09) The Trust Tree: Bringing elements from B2C to B2B

*(34:58): The Playbook: Controlling the narrative through brand

*(45:39): The Dust Up: Tension around partnership deals

*(47:42): Quick Hits: Jason’s Quick Hits

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Leaning into the Art of Continuous Product Design

Pipeline Visionaries

09/05/23 • 36 min

This episode features an interview with Efrat Ravid, CMO at Quantum Metric, a pioneer in Continuous Product Design, helping business and technology teams align faster on customer needs and prioritize the opportunities that will drive the most value.

In this episode, Efrat takes us on a deep dive into Quantum Metric’s continuous product design approach, the endless benefits of hearing directly from your customers, and the importance of data accessibility across entire teams. Efrat also shares with us how Quantum Metric provides opportunities for their customers to release with confidence and warns all CMOs to stay away from marketing campaigns that do not work for your customers.

Key Takeaways:

Modern marketing is all about customer relationships. If you don’t know your customers and ask for (and accept) their honest feedback, you are leaving a lot of untapped potential on the table. Encourage customers to share feedback in their own words.
Embrace industry dynamics and lean into continuous product design. The purpose of new initiatives isn’t always about selling more products; it’s about continuous improvement to our products for the benefit of our customers.
Feedback in your customers’ own words creates marketing magic. The more companies try to force language out of their customers, the less useful customer feedback truly is.

Quote:

“And then we ask them a different question, and they ask them, what's the value the product actually brings you? Like, forget about what we tell you, what you and the word they use were completely different. They were talking about releasing with confidence. So every time you have an update on your website, you need to release and think about your airline, like United Airlines and you need to release, you can break so many things, right? Or think about [if] you are a bank like US Bank and people can stop, withdraw money because of a mistake you make and it can have a real impact. So releasing with confidence was an amazing value. Another thing they mentioned is being able to test and try again and again and not be afraid of that.”

Episode Timestamps:

*(04:08) - The Trust Tree: All marketing efforts are focused on the customer: their journey and their feedback

*(22:58) - The Playbook: Why Efrat’s not married to any particular tactic; anything can be cut if it needs to be

*(31:44) - The Dust Up: There’s an ongoing healthy tension between sales and marketing

*(34:29) - Quick Hits: Efrat’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

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The Buyer’s Journey is the New Brand

Pipeline Visionaries

06/11/24 • 41 min

This episode features an interview with Kelly Hopping, CMO at Demandbase, a go-to-market company for B2B brands. They help marketing and sales teams overcome the disruptive data and technology fragmentation that inhibits insight and forces them to spam prospects.

In this episode, Kelly talks about her strategy to make sales love the marketing team and to collaborate with sales on their ABM strategy. She also discusses the ROI on retaining a customer, versus getting a new customer, and how the brand is really the full customer journey.

Key Takeaways:

Account based marketing only works as a collaborative effort between sales and marketing. It’s marketing’s job to make the sales team love them, providing them with a brand they are proud to represent and high intent leads.
The ROI on retaining a customer is much better than on getting a new customer. Taking great care of the customers is not just a sales or customer experience responsibility.
Part of retaining customers is building brand loyalty by making sure customers love the product and building community.

Quote:

“ I have a general belief, I tell my team, my number one goal is to make sales love us. And that doesn't mean that we do all bottom of the funnel, like pipe create, but it means we're going to give them a brand that they're proud to represent. We're going to give them great air cover at events and through social. We're going to give them high-quality pipeline that has good intent. We're going to focus, so we're not going to try to boil the ocean. We're going to be laser-focused on an ICP and we're going to work together on conquering them. We're going to give them content that's usable versus like a thousand pieces and they have to sort through it. We're going to give them five pieces and a really clean bill of materials that they need to close the deal. And we're just gonna be really, really, really focused on those things. So, to me, that's ultimately the strategy is if sales is successful, then we've done our job right.”

Episode Timestamps:
*(3:53) The Trust Tree: Building sales and marketing alignment

*(23:26) The Playbook: Your brand is the full customer journey

*(34:41) The Dust Up: Tensions with sales and ensuring you send them good opportunities

*(37:33) Quick Hits: Kelly’s Quick hits
Sponsor:

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Staying on Top of Industry Dynamics Through Innovation & Efficiency

Pipeline Visionaries

07/05/23 • 51 min

This episode features an interview with Stevie Case, CRO at Vanta. Vanta is the leading trust management platform that helps simplify and centralize security for organizations of all sizes. At Vanta, Stevie oversees and helps expand Vanta’s go-to-market team to support the company’s rapid growth. She brings over 15 years of sales and business experience, most recently serving as Vice President of Mid-Market Sales at Twilio, a market-leading cloud communications platform.You might also know Stevie as "KillCreek" -- the world's first female professional gamer.

In this episode, Stevie shares her experience and expertise with not forcing prospects into a one size fits all experience, how Vanta stays on top of industry dynamics, as well as how and why her team is moving into an always-on approach.

Key Takeaways:

Buyers today are much more educated than they have been historically, and companies need to take into account the end-to-end buyer journey.
Moving away from one-off activities and into always-on programs that are scalable and repeatable.
Everyone on the team is responsible for pipeline generation.

Quote(s):

“It is an all hands on deck effort. You gotta do it in a way that's scalable and thoughtful and evolves and it's gonna be different for everybody. You know, there are, all of the best practices in the world are great, but unless you figure out how to personalize them to your company, your brand and your target personas, it won't work.”

Episode Timestamps:

*(07:27) - The Trust Tree: How Vanta organizes activities around their ICPs

*(34:49) - The Playbook: Stevie’s uncuttable budget items

*(42:43) - The Dust Up: Vanta’s inward focus on execution and speed to drown out the noise of market competition

*(47:27) - Quick Hits

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Building a Successful Brand Community with Daniel Rodriguez, CMO of Simplr

Pipeline Visionaries

05/10/22 • 36 min

This episode features an interview with Daniel Rodriguez, CMO of Simplr, a human-first, machine-enabled customer experience solution that meets the demands of the NOW Customer across all digital channels. Daniel is leading a team that is redefining the way brands deliver customer service.

On this episode Daniel shares his insights into building a successful brand community, creating a halo effect by having the right investments, and ways to get your target audience to think positively about your brand.

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“Community is an organic process. You can try to do things to encourage people to engage, but I think it's understanding. You really have to understand what is it that people are looking to learn, and one of the things that we've realized is that, there's a lot around career definition.”

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Episode Timestamps:

*(03:19) - Daniel’s role at Ceros

*(06:13) - Segment: Trust Tree

*(09:12) - How demand gen fits into Simplr’s marketing strategy

*(12:12) - Segment: The Playbook

*(17:05) - Creating a movement with community

*(24:46) - Getting you target audience to think positively about your brand

*(30:46) - Segment: The Dust Up

*(34:04) - Segment: Quick Hits

Sponsor

Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.

Links

Activation-Based Strategies for the Digital Marketer

Pipeline Visionaries

02/07/23 • 34 min

In a competitive digital world where attention spans are short and businesses are looking to build relationships with their customers, high-touch strategies have been shown to increase loyalty and lifetime value. In this episode, we talk with Don Schuerman, the CTO & VP of Product Marketing at Pegasystems—an organization that has built relationships with the world’s leading brands—so that you can learn tips from the experts and apply it to your strategy too. Plus, you’ll hear insights into digital marketing strategies that activate vs. generate excess content, and much more.

Key Takeaways

True customer intimacy is hugely important and can only be achieved through frequent interactions.
Events are back but people are no longer focused on entertaining experiences. Instead, they’re looking for effective outcomes in the form of learning, training, or collaboration.
Measuring engagement with a holistic lens reminds marketers that it's not about getting clicks on the website—it's getting converts.

Quotes:

“That [high] level of customer intimacy and understanding is essential, especially from marketers in technology and enterprise technology where it's not enough to have a strong message and vision. You also have to continuously make that relevant to your customer and audience.”

“Measuring engagement across a holistic lens helps me as a marketer remind our broader team that it's not just our job to get a bunch of people clicking on the website—it's actually getting that website to convert.”

“Most organizations generate plenty of content—probably too much content. Really, what you really have is an activation problem. Can you effectively activate the content?”

Episode Timestamps :

(01:41) - Don’s unique role as CTO & VP of Product Marketing at Pegasystems
* (06:50) - Segment: The Trust Tree
* (12:09) - Looking at engagement holistically
* (19:40) - Segment: The Playbook
* (28:24) - Segment: The Dust Up
* (31:23) - Segment: Quick Hits

Sponsor:

Links

LinkedIn Strategies for Generating New Leads

Pipeline Visionaries

02/21/23 • 42 min

Mandy McEwen, CEO and Founder of Mod Girl Marketing and Luminetics, shares valuable insights on how to optimize your LinkedIn profile and leverage the platform for generating new business leads. Her tips and strategies focus on creating a polished and professional profile, regularly engaging with your network, showcasing your expertise through content creation, and much more.

Key Takeaways

The biggest mistake 99% of LinkedIn users make is not optimizing their profile.
Use Sales Navigator to find people who are actively using LinkedIn and engage with them.
Cold outreach should be personalized and tailored to the exact type of person you're reaching out to.

Quote

“The number one mistake that 99% of LinkedIn users are making is their profile. Your profile needs to be optimized and amazing–it shouldn't be a glorified resume.”

Episode Timestamps

(01:43) - Meet Mandy McEwen, CEO and Founder of Mod Girl Marketing & Luminetics
* (04:26) - The Trust Tree: Structure at UserTesting
* (08:07) - The Playbook: LinkedIn strategies for companies and individuals
* (37:48) - The Dust Up: Healthy tension and how Michelle overcomes it
* (38:50) - Quick Hits

Sponsor

Links

Connect with Ian on LinkedIn
Connect with Mandy on LinkedIn
Learn more about Mod Girl Marketing & Luminetics
Learn more about Caspian Studios

Part 10: Top Marketing Leaders Share Their Most Uncuttable Budget Items

Pipeline Visionaries

03/12/24 • 27 min

Every week on Pipeline Visionaries, we sit down with amazing marketing leaders to uncover the pipeline strategies that have been fundamental to their success. In each episode, we ask these guests which three areas of investment are most important to their marketing strategies. Tune into this special series to hear the budget items our CMO guests can’t live without!

Find parts one, two, three, four, five, six, seven, eight and nine

Episode Timestamps:
*(01:37): Grant Johnson, CMO at Billtrust

*(04:22): Jessica Gilmartin, CMO at Calendly

*(06:11): Megan McDonagh, CMO at Amperity

*(07:17): Shafqat Islam, CMO at Optimizely

*(08:42:) Efrat Ravid, CMO at Quantum Metric

*(10:59): Orlando Baeza, CMO & CRO at Flock Freight

*(13:32): Jenny Victor, CMO at Epicor

*(16:18): Jessica Shapiro, CMO at LiveRamp

*(19:09): Jacqueline Woods, CMO at Teradata

*(21:24): Brad Rinklin, CMO at Infoblox

*(24:33): Celia Fleischaker, CMO at isolved

Sponsor:

Links:

Connect with Ian on LinkedIn
Learn more about Caspian Studios

Goodbye Traditional Outbound, Hello Hyper-Personalized Content

Pipeline Visionaries

11/21/23 • 45 min

This episode features an interview with Sarah Cascone, VP of Marketing at Bluecore, a retail marketing platform that enables marketers to turn data into revenue-generating campaigns, in minutes.

In this episode, Sarah educates us on what her team calls the Relationship Demand Gen Chain, how to foster a meaningful customer community, and how ruthless prioritization is a super power. Sarah also shares with us why she believes traditional outbound is fading away and that now, marketing is all about curating hyper-personalized content.

Key Takeaways:

Building out the Relationship Demand Gen Chain: Turning overall demand generation into pipeline. Sarah’s four points of focus are: points of view - educating the market on your points of view; points of entry - how you’re engaging with your target audience; points of leverage, where you can organically access your personas; and points of conversion - where your prospects have meetings with your sales team.
People buy from people, not companies. When you build a community around what you stand for, it’s a lot harder for prospects to walk away from that community anchored with your service or product offering.
Always have something to drive your target market to. When your prospects are ready to buy, they’ll enter into that conversation with your sales team. So before that point, it’s imperative to be connecting with your prospects and community at large organically and often.

Quote:

“ I think traditional outbound is fading away. That is why we've kind of pivoted our entire SDR team into this ABX account based experiences role. This goes back to in enterprise, where tech solutions are oversaturated, most prospects are not buying from just like a cold call or a cold email. So, the way we kind of integrate the SDRs and the ABX team, really is what they are, into that relationship demand gen chain totally elevates their value because we're becoming known and respected in all of the activities we're doing between thought leadership, events, and community, which gives them the ability and the time to curate their outreach based on the very specific research they're doing on the specific company so that they can speak to exactly what the person that they're going to email is feeling the pain that they're feeling, who, if we're doing our job right, has heard our point of view all along, has been part of our community, now they want to take a call with us...So goodbye, like cold calling and blast emails from the SDR. Hello, hyper-personalized curated that's built right into the marketing engine.”

Episode Timestamps:

*(03:25) - The Trust Tree: The Relationship Demand Gen Chain

*(09:06) - The Playbook: Building a community around what you stand for

*(36:14) - The Dust Up: You can take the girl out of NY but you can’t take NY out of the girl

*(40:33) - Quick Hits: Sarah’s Quick Hits

Sponsor:

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FAQ

How many episodes does Pipeline Visionaries have?

Pipeline Visionaries currently has 216 episodes available.

What topics does Pipeline Visionaries cover?

The podcast is about Marketing, Management, Cmo, Advertising, Growth, Podcasts, Business, B2B Marketing and B2B.

What is the most popular episode on Pipeline Visionaries?

The episode title 'Help Your Customers Where It Hurts with Melissa Sargeant, CMO at AlphaSense' is the most popular.

What is the average episode length on Pipeline Visionaries?

The average episode length on Pipeline Visionaries is 41 minutes.

How often are episodes of Pipeline Visionaries released?

Episodes of Pipeline Visionaries are typically released every 7 days.

When was the first episode of Pipeline Visionaries?

The first episode of Pipeline Visionaries was released on Jul 8, 2020.

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Pipeline Visionaries

Caspian Studios

Top 10 Pipeline Visionaries Episodes

FAQ

How many episodes does Pipeline Visionaries have?

What topics does Pipeline Visionaries cover?

What is the most popular episode on Pipeline Visionaries?

What is the average episode length on Pipeline Visionaries?

How often are episodes of Pipeline Visionaries released?

When was the first episode of Pipeline Visionaries?

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