In this episode of Above the Clouds: Stories from the Boardroom, Richard Byrd sits down with Emily Canon, Demand Generation Marketing Director at Management Controls Inc. (MCI), to break down what it takes to build pipeline in a niche, enterprise B2B market.They talk ICP clarity, sales + marketing alignment, why events are working again, and how old-school tactics like direct mail are making a comeback. Plus, Emily shares how MyTrack helps companies digitize contractor compliance and reduce overbilling with real-time visibility.

More data doesn’t always mean better healthcare—unless you know how to use it. Richard Byrd talks with Chris Turner, CEO of HealthBook+, about how his team built “Paige,” an AI-driven platform that turns medical records, wearable data, and genetics into smarter, more personal care. A conversation about technology, trust, and how AI can make healthcare truly human.

How do you balance global consistency with local relevance in brand marketing?

In this episode, Tom Millas joins Richard Byrd to unpack how Schneider Electric approaches regional brand leadership, the evolution of energy marketing, and what it takes to stay adaptable in a fast-moving industry.

Discover insights on:

• The energy trilemma and why no one-size-fits-all solution exists

• Making B2B brand experiences feel more human and B2C-like

• Why adaptability and curiosity are the marketer’s greatest tools today

This week on Above the Clouds: Stories from the Boardroom, Richard Byrd sits down with Dustin Williamson, Managing Director at vcfo and former CFO of companies like Whole Foods, to discuss how finance leaders can become true strategic partners to the business.

From building financial models that actually help drive decision-making to knowing when to hire in-house vs. outsource, Dustin shares hard-earned insights from the world of growth-stage companies and PE-backed environments.

Discover insights on:

• How to build a finance function that enables—not limits—growth
• The importance of clean data and strong forecasting in fast-moving businesses
• How to assess financial maturity and what to invest in next
• What makes a CFO an invaluable business partner, not just a scorekeeper

In this episode of Above the Clouds: Stories from the Boardroom, Richard Byrd sits down with Diana Smith to explore how B2B media can shape market dynamics and drive industry engagement.

With decades of experience in niche publishing and business media, Diana shares what it takes to stay relevant in rapidly evolving markets—from building trust with audiences to navigating the delicate balance between editorial integrity and brand strategy.

Discover insights on:

• What great media partnerships look like in B2B
• How to create content that both informs and converts
• The evolving role of trade media in industry storytelling
• Lessons on leadership, collaboration, and staying curious

In this episode of Above the Clouds: Stories from the Boardroom, Richard Byrd sits down with Ryan Chapman, Director of Sales Campaigns at Honeywell, to explore the power of aligning sales, marketing, and product teams—especially in large, complex organizations.

From selling lemonade as a kid to managing global sales campaigns, Ryan shares his journey and lessons on how intent-based marketing, thoughtful campaign design, and cross-functional collaboration can move the needle.

Packed with wit, insight, and plenty of “I’ve been there” moments, this is a must-listen for modern B2B leaders.

This week on Above the Clouds: Stories from the Boardroom, Richard Byrd sits down with Chris Barnhill, Director of Marketing at Skyven Technologies, to unpack how lean marketing teams can still drive major impact in highly technical industries. With a background in industrial products and a passion for smart, customer-centered communication, Chris shares how Skyven markets its energy-as-a-service model to industrial manufacturers—no upfront capex required.

Discover insights on: • Navigating long sales cycles and building internal champions • Aligning messaging across technical, finance, and ops teams • Turning complex innovation into compelling, actionable marketing

Whether you're managing a small team or trying to cut through the noise in a competitive space, Chris’s approach to strategy, storytelling, and stakeholder alignment will leave you inspired and ready to refine your message.

Join us as we sit down with Robin Swanger, Head of Brand Marketing at Baker Hughes, to explore the intersection of energy transition, brand marketing, and leadership in the energy sector.

Discover Insights On:  

• How Baker Hughes is approaching the energy transition with a focus on hydrogen and cleaner tech.  

• Robin’s unique career path: from aspiring lawyer to Head of Brand Marketing.  

• The challenges and lessons learned during company mergers, and the power of aligning brand strategy.  

• The intrinsic link between effective brand storytelling and advocating for the customer in a rapidly evolving global energy landscape.  

With a career spanning years in the energy tech industry, Robin shares how Baker Hughes tackles the complexity of transitioning to a cleaner future while maintaining efficiency and staying customer-focused.

How can businesses with long sales cycles effectively market their products and engage potential customers? This week on the podcast, we’re joined by Claire Burtin, Head of Strategy and Planning at John Cockerill Hydrogen North America. Claire shares her insights from the intersection of business strategy and content marketing, particularly in industries fueled by innovation and technical expertise.

Discover insights on:  

• Why understanding your audience is the foundation for effective marketing.  

• The role of content marketing in long sales cycles and how it supports sales teams.  

• Practical ways to use storytelling, case studies, and webinars to add value during the buyer’s decision-making process.  

• How businesses can overcome challenges such as small target audiences and tough competition in niche markets.

Claire and Richard deliver actionable strategies for using marketing as a tool to educate, engage, and convert prospects over extended sales cycles. Whether you’re navigating a niche industry or simply want to maximize the impact of your content, this episode is full of takeaways to refine your approach.

In our inaugural episode of Above the Cloud, we sat down with Adam Morgan, the Director of Global Communications & Marketing at Bristow Group. Adam shares his incredible career path—from serving in the military to leading marketing for aviation and energy industries—and how a public speaking class in college sparked his passion for communications.  

Discover insights on:  

• Building marketing strategies in complex industries like aviation and oil & gas  

• Transitioning from B2B to B2G marketing  

• The value of diverse experiences in shaping a career path  

• How Bristow's safety culture and global operations set the standard in aviation  

Packed with engaging stories (including a few about bald eagles and helicopters!), this episode highlights the blend of human connection and strategy that drives effective corporate marketing.