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Pipeline Visionaries

Pipeline Visionaries

De: Caspian Studios
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CMOs and demand gen leaders dive head-first into their strategies and tactics for building a pipeline machine.Caspian Studios Economía Gestión Gestión y Liderazgo Marketing Marketing y Ventas
Episodios
  • Moving With Agility as a Fortune 500
    Jul 15 2025

    This episode features an interview with Rebecca Stone, SVP of Revenue Marketing at Cisco, the worldwide technology leader that is revolutionizing the way organizations connect and protect in the AI era.

    Rebecca shares how she stays agile inside a Fortune 500 giant and why she approaches AI with thoughtful skepticism. She also reveals her evolving take on content strategy – arguing that soon how you present your content could matter more than the content itself.

    Key Takeaways:

    • You can prioritize agility to drastically reduce time to market, even at a large Fortune 500.
    • Always think critically about answers from AI, and ask the models where they pulled their data from. Otherwise, risk sharing misinformation.
    • The way your content is distributed and presented is just as important as the content itself.

    Quote:

    •  I think it's a matter of meeting the market and meeting the moment, as well as just the sheer breadth of things that we have to do from an internal perspective. As with most organizations, there's not an unlimited amount of headcount and budget to go around. And so when you start to think about how do I approach things in a way that allows us to make progress. In a way that we were super slow, to your point, historically, that agile methodology is really helping us. And I think as an example of that, if you look over the course of the last six months, as we've moved more and more into the team operating fully agilely, we've cut down time to market for some of our most successful tactics from months, even potentially a quarter or more, to weeks.

    Episode Timestamps:

    *(03:42) The Trust Tree: Serving mom-and-pops up to the world’s largest governments

    *(10:22) The Playbook: Agile operations in very large marketing team

    *(37:50) The Dust Up: Marketing and sales, and marketing and product

    *(40:27) Quick Hits: Rebecca’s quick hits

    Sponsor:

    Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

    Links:

    • Connect with Ian on LinkedIn
    • Connect with Rebecca on LinkedIn
    • Learn more about Cisco
    • Learn more about Caspian Studios
    Más Menos
    44 m
  • No More Mass Marketing: Precision Wins
    Jul 8 2025

    This episode features an interview with Suzanne Behrens, CMO at Granicus, a software company that helps better engage governments and the people they serve.

    Suzanne discusses how Granicus is transforming engagement through AI-driven marketing, investing in digital channels over booths, and ensuring tight sales alignment.

    Key Takeaways:

    • While procurement processes differ, public sector buyers still seek personalized, digital-first experiences. Meeting them with the right message at the right time is just as critical as in traditional B2B marketing.
    • New tools allow a new level of precision, and marketers needs to stop with mass marketing effort and focus on higher prospects.
    • While events are crucial for many CMOs we speak to, they can also be high cost and it may make more sense to overinvest in digital channels to meet customers where they are.

    Quote:

    • “  We've got a tech stack with some tools that are AI-enabled, that we've adopted and hosted, that have really helped us more effectively understand buyer's behavior and intent to help us target opportunities more effectively, versus in the past, it used to be mass marketing. You'd sort of throw it out there and hope someone will, you know, call you. It's really now about looking at their behavior and intent to help us target more effectively and personalize the experience and customize from a super ABM perspective of reaching prospects and customers. So, leveraging different tools to help us do that. We're reaching them when they're ready. They're much higher prospect than just sort of casting a wide net.”

    Episode Timestamps:

    *(02:36) The Trust Tree: Selling globally to many personas

    *(05:04) The Playbook: Overinvesting in digital and web

    *(21:37) The Dust Up: Meeting in the middle

    *(22:47) Quick Hits: Suzanne’s quick hits

    Sponsor:

    Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

    Links:

    • Connect with Ian on LinkedIn
    • Connect with Suzanne on LinkedIn
    • Learn more about Granicus
    • Learn more about Caspian Studios
    Más Menos
    26 m
  • Search: Don’t Throw The Baby Out With The Bath Water
    Jul 1 2025

    This episode features an interview with Putney Cloos, CMO at Bombora, a B2B data pioneer that connects the B2B ecosystem in a one-of-a-kind Data Co-op of leading publishers, brand websites, and premium data providers.

    Putney dives into the criticality of intent data in building your go-to-market motions, the importance of measuring ROI across a long sales cycles and playing the long game in PR.

    Key Takeaways:

    • While we all need to be rethinking search and paying attention to how the world is changing, we shouldn’t abandon traditional search entirely, or too quickly. It still has a significant role.
    • While some see PR as an old-school tactic, it’s a very high return tactic. Marketers should leverage the fact that journalists are under pressure to find stories and should be reaching out before there is a deadline to they are top of mind.
    • An AI thought-partner doesn’t care when you throw out the entire brainstorm or trash an hour of work, making AI a great thought partner.

    Quote:

    • “One thing that we're all struggling with, or thinking about at least, is traditional search. I think we all need to learn and think about, how does the world change? But the reality is in aggregate, traditional search still plays a pretty significant role. We're not going to throw the baby out with the bath water. We have to think about how we position ourselves as the world changes, but continue to do sort of old school investment and test and learn in the traditional search channels.”

    Episode Timestamps:

    *(04:16) The Trust Tree: Selling to publishers

    *(19:43) The Playbook: Invest in high quality intent data

    *(41:36) The Dust Up: Conflict during the interview process

    *(45:06) Quick Hits: Putney’s quick hits

    Sponsor:

    Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

    Links:

    • Connect with Ian on LinkedIn
    • Connect with Putney on LinkedIn
    • Learn more about Bombora
    • Learn more about Caspian Studios
    Más Menos
    48 m
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