Pipeline Visionaries

This episode features an interview with Emma Robinson, B2B Marketing Lead at Canva, a global online visual communications platform on a mission to empower the world to design. In this episode, Emma dives into Canva's shift from individual to enterprise functionality, sharing her thoughts on the inherent value of investing in brand at any stage. She also dives into the increasing importance of word...

This episode features an interview with Jean-Christophe Pitié, CMO and Chief Partner Officer at Contentsquare, an experience intelligence platform that helps you gain a deep understanding of your customers’ whole online journey. In this episode, Jean-Christophe shares his approach to merging brands while minimizing friction and negative impact. He also discusses the future of SEO and how they are...

This episode features an interview with Drew Chapin, CMO at Certinia, a platform that connects all aspects of services operations, from services estimation and delivery to customer success management and financial planning and accounting.  In this episode, Drew discusses monitoring buying signals and generating the right traffic to your website. He also dives into inheriting a rebrand and some of...

This episode features an interview with Niloy Sanyal, CMO at LeanTaaS, a growth-stage company that creates software solutions combining lean principles, predictive and prescriptive analytics, and machine learning to transform hospital and infusion center operations. In this conversation, Niloy and Ian debate the merits of last touch versus multitouch attribution models. They also dive into the pot...

This episode features an interview with Melton Littlepage, the CMO at 1Password, a password manager trusted by businesses and consumers alike.  In this episode, Melton shares his thoughts on building big bets into your budget and how the lightning strike strategy can increase awareness, even on a limited budget. He also talks about how he’s structured his team to create harmony with sales and the...

This episode features an interview with Alex Saric, CMO at Ivalua, a company that empowers businesses to effectively manage all categories of spend and all suppliers, increasing profitability, improving ESG performance, lowering risk, and improving employee productivity.  In this conversation, Alex shares his insights into pitching to and engaging with analysts, and how Ivalua has lead in reports...

This episode features an interview with Liz Carter, CMO at Reputation, a company helping brands understand and improve their reputations. In this conversation, Liz discusses the differences between brand and reputation and the current challenges of building trust with today’s consumers. She also shares her thoughts on experimentation within tight budgets. Key Takeaways: Brand is not synonymous wit...

This episode features an interview with Calen Holbrooks, VP of Demand Gen at Airtable, the no-code app platform that empowers people closest to the work to accelerate their most critical business processes.  In this episode, Calen shares with us how she thinks about “big C and little c community” and why it is important to invest in, even when it is harder to measure. She also dives into her appro...

This episode features an interview with Lyndsey Rojas, CMO at IFS Ultimo, a SaaS enterprise asset management solution, focused on maintenance & safety and well known for a rapid deployment, ease of use and an unparalleled time to value.  In this episode, Lyndsey dives into leveraging partner marketing to move from a regional to a global player and making sure communication is transparent to mainta...

This episode features an interview with Louise Clements, CMO at WorkJam, the world leader in the digital frontline workplace, revolutionizing how HQs and their frontline workforces work together. In this episode, Louise discusses why she is no longer looking at attribution and is instead focusing on intent. She also dives into how she is using AI to automate and improve their marketing efforts and...

This episode features an interview with Millie Hogue, VP of Marketing at Hakkōda, a modern data consultancy that helps companies harness cloud platforms and AI capabilities. In this episode, Millie discusses the power of co-marketing with major partners like Snowflake, personalized one-to-one advertising strategies and optimizing tech stacks to maximize ROI. Key Takeaways: Marketers are wasting an...

This episode features an interview with Susanne Rodriguez, CMO at Auvik, a cloud-based IT management platform that reduces friction and increases agility. In this episode, Susanne talks about how they think about growing market share by getting customers to switch to Auvik and their big investments in community. She also discusses the future of paid search and why they are focused on authentic for...

This episode features an interview with Emily Campbell, CMO at Blackline, a leading provider of cloud software that automates and controls critical accounting processes. In this episode, Emily discusses their shift to lifecycle marketing and her focus on doing fewer things better to drive efficiency. She also dives into her approach to experimentation, and how she’s allocating 50% of her budget to...

This episode features an interview with John Schneider, CMO at Betterworks, a performance management solution HR professionals rely on for increasing employee engagement, manager efficiency, and business impact. In this episode, John shares insights into how he transformed Betterworks' content strategy to cut lead costs by 65% and why establishing a trusted sub-brand has been crucial to their succ...

This episode features an interview with Shannon Duffy, CMO at Asana, the enterprise work management platform that connects company-wide goals, strategic initiatives, and the execution of work in one place. In this episode, Shannon discusses their evolution from product-led growth to targeting enterprise clients, and the challenges and successes of expanding up market. She also shares her thoughts...

This episode features an interview with Mary Wells, CMO at Cloudera, a software company that empowers organizations to transform complex data into clear and actionable insights.  In this episode, Mary discusses her maniacal focus on strong foundations and operational efficiency, and how it allows her to experiment and take calculated risks. She also dives into her focus on simplified, consistent m...

This episode features an interview with Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks, a company that provides powerful, easy to use Customer service, IT, and CRM software. In this episode, Mika discusses surgically blending the physical and digital world, to create a campaign experience that sticks with prospects. She also talks about encouraging innovation from her team, tyin...

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...

This episode features an interview with Karl Van den Bergh, CMO at Gigamon, a company that helps IT organizations better secure and manage their hybrid cloud infrastructure. In this episode, Karl talks about shifting from a lead-based model to a demand unit model, the impact of investing in brand when budgets are tight, and balancing awareness with demand. He also talks about his approach to conte...

This episode features an interview with Allison Breeding, CMO, Apptio, an IBM Company that provides data insights that empower leaders to make smarter financial and operational decisions.  In this episode, Allison talks about shifts that have stuck around post-covid, getting really clear on personas, and pushing the envelope through experimentation.  Key Takeaways: It’s worth pushing the envelope...

This episode features an interview with Dorian Kendal,  a former CMO and a multi-time marketing leader. Most recently, Dorian served as CMO at Netlify, a platform for developers to build highly-performant and dynamic websites, e-commerce stores and applications.  In this episode, Dorian discusses his non-traditional path to the CMO role, his experience restructuring teams for an enterprise focus,...

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 launchi...

This episode features an interview with Karen Budell, CMO, Totango + Catalyst. Totango and Catalyst recently joined forces to build a leading customer growth platform that helps businesses protect and grow revenue, providing businesses with a united platform that drives recurring revenue success and measurable growth. In this episode, Karen talks about leading a marketing team through a merge. She...

This episode features an interview with  Laura Beussman, Senior Vice President of Marketing at CallRail, an intelligence platform that helps businesses track and attribute each lead to their marketing journey and use real-time insights to optimize their marketing.  In this episode, Laura discusses their marketing strategy as a pure-play PLG where marketing generates all the leads, and how they rea...

This episode features an interview with Prachi Gore, SVP of Marketing, Checkr, Inc., a company that makes background checks faster, easier, and more compliant.  In this episode, Prachi shares how they balance marketing to both the SMB and enterprise markets, and discusses her approach to reach each group of prospects. She also emphasizes the importance of investing in brand, and talks about how he...