Pipeline Visionaries

This episode features an interview with Michael Freeman, VP of Marketing, Airbase, a procure-to-pay solution that simplifies purchasing. In this episode, Michael discusses smart SEO strategy and the importance of investing in the distribution of your content. He also talks about how, while marketers are incentivized to demonstrate that they are generating pipeline, they still have to pursue the hi...

This episode features an interview with Lisa Bennett, CMO at Kaltura, a company that provides live and on-demand video SaaS solutions to thousands of organizations around the world, engaging hundreds of millions of viewers. In this episode, Lisa talks about the new world of repurposing your content and how marketers can improve their content strategy and outcome measurement. She also talks about h...

This episode features an interview with Heidi Bullock, CMO at Tealium, a customer data platform that connects customer data across web, mobile, offline, and IoT so businesses can better connect with their customers. In this episode, Heidi highlights the essential role of brand in B2B marketing and the effectiveness of the pod structure in marketing organizations. She also dives into the need for m...

This episode features an interview with Cristy Garcia, CMO, impact.com, a partnership management platform that automates business partnerships, at scale. In this episode, Cristy shares the do’s and don'ts of marketing, and the primary reason for failed partnerships. She also discusses the evolution and importance of using influencers in marketing, and what it's like marketing to marketers. Key Tak...

This episode features an interview with Stephen Gold, Chief Sales and Marketing Officer at SparkCognition (Previous), a company providing AI solutions that allow organizations to predict future outcomes, prescribe next actions, empower people, and protect assets.  In this episode, Stephen discusses experimenting to find the best combination of elements to engage prospects through a long sales cycl...

This episode features an interview with Tom Wentworth, CMO at Recorded Future, the world’s largest threat intelligence company, working with over 1,600 businesses and government organizations across more than 74 countries. In this episode, Tom talks about building Recorded Future News, a separate P&L that has become one of the largest cyber intelligence news sites, and a trusted media entity that...

In this episode, Eric shares with us how to effectively tailor marketing messaging, why it’s important to push the boundaries of content design, and leveraging tools like ChatGPT for brainstorming ideas. Eric also talks about why fighting pieces of collateral to get to the point is often done in vain and his approach to creating better content.  Key Takeaways: Balance products and personas: You ne...

In this episode, Chris dives into his go-to-market strategy at Wrike, and discusses how they are leveraging AI internally to become more efficient. He also discusses how their marketing strategy allows them to go after different types of companies within a very large market.    Key Takeaways: Efficiency in Performance Marketing: There is no time wasted on optimizing marketing budgets to ensure eac...

This episode features an interview with Alison Lindland, CMO at Movable Ink, a SaaS MarTech platform that empowers marketers with scalable, omni-channel personalization through data activation and AI decisioning.  In this episode, Alison discusses the importance of a customer advisory board and of personally spending time with your customers. She also talks about the flywheel they have built throu...

This episode features an interview with Andy Raskin, Strategic Narrative Consultant, who aligns CEOs and their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. In this episode, Andy shares what a strategic narrative is, how CMOs should think about it, and how to get CEO-buy-in. Key Takeaways: Clarifying and developing your strategic na...

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 strate...

This episode features an interview with Katie Berg, VP of Marketing at Klue, an AI-powered Competitive Enablement platform designed to help product marketers collect, curate, and deliver actionable competitor insights to empower revenue teams to win more business. In this episode, Katie dives into all things content, discussing building high quality content for your core audience and avoiding the...

This episode features an interview with Clare Dorrian, CMO at SugarCRM, a CRM that helps marketing, sales, and service teams finally get a clear picture of each customer’s journey.  In this episode, Clare talks about gaining clarity on your strategy and ensuring that it is not based on conjecture, advising marketing leaders not to sacrifice data-backed decisions for speed. She also discusses the i...

This episode features an interview with Kady Srinivasan, CMO at Lightspeed Commerce, a commerce platform that helps merchants innovate to simplify, scale and provide exceptional customer experiences.  In this episode, Kady discusses the importance of understanding your segments so you can talk about the value proposition for each segment appropriately. She also dives into the process of determinin...

This episode features an interview with Smita Wadhawan, CMO at SimplePractice, a leading practice management software company for health and wellness professionals. In this episode, Smita discusses the importance of keeping your customers at the center and incorporating their voice. She also dives into educating the customer about the value of your product and then showing up for them through that...

This episode features an interview with Kristin Russel, CMO at symplr, a company that offers healthcare operations solutions, anchored in governance, risk management, and compliance. In this episode, Kristin talks about not only creating a category, but also creating roles for the people who work in that category, in an effort to organize their customers. She also discusses going to market with th...

This episode features an interview with Shane Murphy-Reuter, CMO at Webflow, a company that offers non-coders the ability to design, build, and launch powerful websites.  Shane discusses the importance of the website and the value of being able to build quickly without coding knowledge and without making sacrifices in quality. He also dives into the efficacy of paid and organic search investments...

This episode features an interview with Narine Galstian, CMO at SADA, an IT Services and Consulting company that helps customers move to the cloud and then innovate and explore what is possible on the cloud. In this episode, Narine discusses fostering ongoing conversations with customers and focusing on getting customers for life. She also dives into the importance of providing value at each stage...

This episode features an interview with Kris Rudeegraap, Co-CEO, Sendoso, the leading gift sending platform that helps companies stand out by giving them new ways to engage with customers throughout the buyer’s journey. Kris talks about the value and the future of gifting, diving into how AI will enhance gifting efforts and creative ways companies use gifting to build trust with their customers. ...

This episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions. In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding,...

This episode features an interview with John Solomon, CMO at Therabody, the wellness tech pioneer that brought us the Theragun, among other products that optimize human performance and unlock the body's natural ability to achieve health and well-being. In this episode, John shares his strategy to overcome the “Kleenex problem”and dives into how they prioritize the entry point to their brand. He al...

This episode features an interview with Sun Lee, CMO at BigPanda, a software company that enables organizations to organize and mobilize the world’s DevOps and ITOps data. In this episode, Sun shares why she no longer thinks about the customer journey as a traditional funnel, why it's important to "go big or go home on events", and the importance of face-to face human interaction. Key Takeaways: T...

This episode features an interview with Gerardo A Dada, CMO at Catchpoint, a company that increases retailers' internet resilience by catching issues in the internet stack before they impact business. In this episode, Gerardo discusses his ungated content strategy and the venn diagram of content marketing. He also shares his thoughts on sticking to your ICP and his strategy to only go after high i...

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 , f...

This episode features an interview with Mark Viden, SVP of Brand at CommonSpirit Health, a non-profit that operates 140 hospitals and more than 2,200 care centers serving sites across 24 states. In this episode, Mark discusses building an emotional connection with the consumer, using your brand promise as an operating principle and his focus on sharing the amazing stories in the healthcare industr...