How do you build B2B marketing programs that move beyond short-term lead counts and actually deliver lasting impact? In this episode of Pipeline Brew, Matt is joined by Fiona McKenzie, CEO of Revere, a UK-based agency known for its “marketing with meaning” approach.

With nearly two decades in B2B technology, Fiona shares why today’s most effective CMOs are as commercial as they are creative. She walks through outcomes that the C-suite cares about, how to reset strategy around shared definitions, and frameworks like Revere’s Wheel of Consideration, which reimagines the buyer journey beyond outdated funnel models.

Listeners will also hear Fiona’s perspective on bold creative, selling big ideas internally, and the role of AI as “accelerated intelligence” that removes friction without replacing human judgment. Whether you’re a marketing leader rethinking measurement, a strategist tasked with growth, or a brand builder looking to stand out in crowded markets, this episode offers a roadmap for making marketing more meaningful — and more impactful.

—

Guest Bio

Fiona McKenzie is the Chief Executive Officer of Revere, a strategic B2B marketing agency in the UK. With nearly 20 years in B2B technology, she leads teams that combine buyer insight, brand, and demand to create “marketing with meaning” programs that build trust and long-term growth. 

Fiona believe’s the best way to produce great integrated work for clients is to have a tightly integrated team, with a relationship founded on trust, collaboration, and transparency. 

—

Guest Quotes

“Marketing with meaning is really the ethos that drives everything we do day to day at Revere. It’s about making sure that marketing is driving long-term programmatic approaches that deliver results. It’s all about taking marketing from being seen as short-term lead generators to long-term impact drivers. That’s what resonates with marketers, moving from tactical thinking into long-term campaigns and initiatives.”

“The buyer journey has become overly simplistic. At Revere we’ve built a new model called the Wheel of Consideration, which helps marketers see where activity really sits in the buyer journey and how to connect with customers in meaningful ways.”

“We accelerated speed of delivery on an insane level. Historically, what would’ve taken months upon months, we delivered it in six to eight weeks with an 87% reduction in investment. That’s why I call AI accelerated intelligence, not artificial intelligence.”

—

Time Stamps 

00:00 Episode start

01:10 Icebreaker

02:35 Fiona's career journey in B2B marketing

04:20 Lessons from stepping into the CEO role

07:15 Defining “marketing with meaning”

09:20 Why strategy must get commercial

11:40 Resetting strategy and reporting for the C-suite

14:15 How to build ROI-driven plans on a page

17:55 Selling bold creative to executives

22:40 Positioning creative work as business growth

24:50 AI as accelerated intelligence in marketing

29:55 What’s on Tap

—

Links

• Connect with Fiona McKenzie on LinkedIn
• Check out Revere
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360