This episode features an interview with Dario Ambrosini, CMO at Propel Software, a product value management platform that connects commercial and product teams to help product companies grow revenue and increase business value.

Dario talks about merging three categories into one, selling to very different buying committees and leveraging changes in your competitors to get new business.

Key Takeaways:

• When buyers still search old categories, your job as CMO is to clarify the bigger story and guide them from familiar entry points into a new, more valuable category.
• In a world where LLMs now shape discovery, your content and ABM strategy must shift from chasing clicks to shaping the algorithms your future buyers trust.
• Competitor shifts—like an end-of-life announcement—can become high-intent pipeline moments when paired with precise ABM and deep understanding of the displaced product’s shortcomings.

Quote:

• “We’re doing a category creation because we’re rolling up three different categories and saying it’s an entirely new thing… Most of the people searching are still looking at those individual categories that make up a portion of the new thing that we’re creating.”

Episode Timestamps:

*(02:37) The Trust Tree: Merging categories to create something new

*(12:18) The Playbook: Selling to many different buying committees

*(45:08) Quick Hits: Dario’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 Dario on LinkedIn
• Learn more about Propel Software
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This episode features Tami Cannizzaro, Chief Marketing Officer at Thryv, a software company helping small business owners run and grow their businesses with AI-powered tools. Tami shares how her team focuses on revenue first and builds marketing strategies around what drives impact for SMBs.She discusses the shift from traditional SEO to AEO and why speed and originality now define effective marketing.

• AEO and AI are redefining how customers find brands online: Learn how to optimize for AI-driven discovery so your brand appears in conversational search and LLM-generated results.
  Fresh, original content outperforms repurposed AI blogs: The fastest way to lose visibility is to sound like everyone else. Originality and recency are now ranking factors in AI search.
• First-mover advantage in AI tools can create outsized revenue impact: Early adopters capture learnings and market share before competitors adapt.

“Anytime there’s something new in marketing, if you can be a first mover and jump on it before everyone else figures it out, there’s a real opportunity to drive revenue from that.”

Episode Timestamps

(02:28) The Trust Tree: Supporting SMBs
(17:12) The Playbook: ABM, AEO, and social ads
(37:34) Quick Hits: Tami’s Quick Hits

Sponsor

Pipeline Visionaries is brought to you by Qualified.com — the pipeline generation platform for revenue teams.
Turn your website into a pipeline machine with PipelineAI. Engage and convert your most valuable visitors with live chat, chatbots, meeting scheduling, and intent data.
Visit Qualified.com to learn more.

• Connect with Ian on LinkedIn
• Connect with Tami on LinkedIn
• Learn more about Thryv
• Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of Pipeline Visionaries, Ian Faison sits down with Gil Allouche, CEO of Metadata, to explore how AI is reshaping the way B2B marketers work.

Gil explains why marketers should stop fearing AI and start using it to eliminate repetitive work, freeing teams to focus on creativity and strategy. Gil also dives into how AI-driven optimization can save companies time and money, enabling bold experiments that cut through the noise.

Key Takeaways:

• Speed beats consensus. The future of marketing belongs to fast-moving, experiment-driven teams.
• Reinvest efficiency into innovation. Use time and budget saved through automation to fund bold creative ideas.
• When something works — double down. Don’t move on too quickly from success; scale what performs.
  
  

Quote:

• “You don’t have to wait for someone technical anymore. There’s no barrier between idea and execution. You can get everything to the finish line yourself — and see if it was a good idea or not.”

Episode Timestamps

03:10 AI's Role in Modern Marketing

07:30 The Future of Marketing Teams

30:20 Experimentation in Marketing

33:01 Encouraging Innovation

44:31 Embracing AI in Everyday Tasks

Sponsor:
Pipeline Visionaries is brought to you by Qualified.com — the pipeline generation platform for revenue teams.
Turn your website into a pipeline machine with PipelineAI. Engage and convert your most valuable visitors with live chat, chatbots, meeting scheduling, and intent data.
Visit Qualified.com to learn more.

Links:
Connect with Ian on LinkedIn
Connect with Gil on LinkedIn
Learn more about Metadata
Learn more about Caspian Studios

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.