Pipeline Brew

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shared definitions, and frameworks like Revere’s Wheel of Consideration, which reimagines the buyer journey beyond outdated funnel models.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.

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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. 

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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.”

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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

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Links

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

How do you scale campaign strategy across a complex product suite without overwhelming both your audience and your sales team? In this episode of Pipeline Brew, Matt is joined by Stephanie Almeida, Senior Marketing Manager of Demand Generation at Avalara, the automated tax compliance software powered by AI.

With over six years at Avalara and an extensive background spanning both agencies and in-house teams, Stephanie shares what it really takes to build sustainable, high-performing B2B campaigns in today’s noisy landscape. Some of the topics covered in their conversation include incorporating agility into new product lines, why content, messaging and sales should be aligned around campaigns, and how paid syndication is a still winning strategy.

You’ll also hear Stephanie’s advice for educating sales on top-of-funnel expectations, and why she says every marketer should advocate for bold, emotion-driven brand work. Stephanie brings a practical, tested perspective that’s especially relevant for marketers navigating multi-product complexity and shifting buyer behavior.

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Guest Bio

Stephanie Almeida is a seasoned professional with over 20 years of experience in the technology sector, specializing in marketing and advertising. She currently serves as the Senior Marketing Manager at Avalara, where she leads a team in developing innovative campaigns and strategies that drive brand growth and business performance. 

Prior to her role at Avalara, Stephanie held key positions at several leading advertising agencies, including VML and Razorfish. Her expertise spans across various domains, including digital marketing, brand management, and integrated advertising campaigns. Stephanie is known for her ability to bridge the gap between creative teams and business stakeholders, ensuring that marketing initiatives not only resonate with target audiences but also align with company objectives and market trends.

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Guest Quotes

“As a CFO or a finance leader, tax compliance is usually not their full-time job, it’s a portion of what they do. So really making sure they have the education they need and can feel confident in that area is a lot of what we focus on. That’s where our campaigns need to meet them.”

“I believe that paid syndication should definitely be a part of a holistic marketing strategy and plan. We have seen that we typically have really strong website traffic, but just like everybody else, we've seen some declines in paid and organic search. Now with the AI answers being within the platform and getting people what they need there, it's really helpful to balance out your overall lead gen strategy.”

“You can't just go out there and be super generic with your messaging. You need to tap into people's feelings and emotions. Be funny, be something that stands out. You gotta be bold.”

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Time Stamps 

00:00 Episode start

01:15 Icebreaker

03:05 Stephanie’s career journey

05:00 What is Avalara?

06:35 The challenge of scalable campaign strategy

09:05 Aligning with sales across complex product lines

12:05 How Avalara builds content around core pain points

14:05 Why paid syndication still matters

17:00 Educating sales on top-of-funnel leads

18:30 The role of brand in demand generation

20:00 Standing out in a crowded messaging world

21:20 What’s on Tap

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Links

• Connect with Stephanie Almeida on LinkedIn
• Check out Avalara
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

How can you enable your marketing teams to do more with less while still maintaining brand relevancy and impact? In today’s episode of Pipeline Brew, Matt welcomes Janine Pares, Founder & CEO of Thinksmart Marketing to explore why strategy and brand positioning have become even more critical differentiators in today’s market. 

Having founded Thinksmart in 2014, Janine’s agency specializes in strategy-led marketing across content, digital, brand and product to help global companies stand out while driving growth. Drawing from her experience across B2C and B2B, Janine shares insights on the challenges of balancing centralized global strategies with the unique demands of diverse regional markets like APAC.

Additionally, you’ll hear why strategy starts with what you choose not to do, how to get C‑suite buy‑in for brand investment, and why the best content often has a longer shelf life than marketers think. Janine also explains the role AI can play as an enabler, freeing up human creativity and critical thinking while keeping teams agile.

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Guest Bio

With 30 years experience, the first 17 years of Janine’s career was forged in corporate marketing for some of the world’s leading B2C & B2B brands across global, regional and national remits in Australia and abroad. With a commercial focus and strategic approach, Janine founded Thinksmart Marketing in 2014 and today leads the team to partner with enterprises and scale up B2B brands across APAC.

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Guest Quotes

"Strategy more often than not [is] about the things you choose not to do [rather] than the things you choose to do. And having a really focused vision on what success looks like, and then focusing the energy resourcing around those things, that makes a huge difference. And I think in the context of budget cuts and resource cuts and all the rest of it, we need to be very selective about what we actually do."

“What does your brand mean in the minds of your audience? How do people understand you and what you stand for, and what value you bring in comparison to others in often saturated marketplaces? When that is not clear, salespeople aren't able to articulate the value prop, and cross-sell doesn't happen as easily. [You] can't get as much traction with net new, [you’re] not progressing deals through the pipeline.”

“APAC is the most diverse region that exists when we think about everything from not just languages, but cultural differences. Market maturity is often very different. Value systems are very different. The way of doing business and selling is actually very different across a lot of these regions. And so the diversity that exists within APAC is huge."

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Time Stamps 

00:00 Episode start

01:05 The power of sticky notes

03:00 Icebreaker

04:30 Janine’s career from corporate to agency

07:15 Doing more with less 

11:25 AI as an enabler, not a replacement

16:20 Securing C-suite buy-in for brand

19:00 Regional nuance and complexity

24:00 Balancing centralization and localization

27:00 Quality over quantity in content strategy

31:10 What’s on Tap

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Links

• Connect with Janine Pares on LinkedIn
• Check out Thinksmart Marketing
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

How can marketers drive meaningful demand in today’s complex B2B landscape? In this episode of Pipeline Brew, Matt is joined by Emanuela Mafteiu of Ping Identity to unpack how you can go beyond MQLs and start building pipeline that truly converts.

Emanuela is the Head of Digital and Demand, EMEA at Ping Identity, a leading identity security platform serving over half of the Fortune 100. Together, she and Matt dive into the evolving role of demand generation by aligning tightly with sales, localizing content, and embracing AI with intention. Emanuela provides actionable takeaways from her own team’s experience with pod-based collaboration, persona-driven campaigns, and agile feedback loops to deliver real business outcomes across EMEA.

Additionally, you’ll learn why your content needs to provide real education, how to effectively pivot campaigns mid-flight, and where AI can make the biggest impact on your team. Emanuela also shares practical SEO insights from BrightonSEO and explains why she believes localized marketing is easier than ever and well worth the investment.

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Guest Bio

Emanuela Mafteiu is an all-around marketer with a strong background in brand strategy and campaign management. She is skilled at translating corporate visions into engaging marketing communications and content, ensuring alignment with strategic portfolio development. As the Senior Digital Marketing Manager at Ping Identity, Emanuela leverages her expertise to drive digital growth and optimise return on investment, making her a key contributor to the company's success.

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Guest Quotes

“Progressing pipeline is as important as generating pipeline. In Demand Gen, we're always thinking about generating demand, but we don't always focus on how to move that pipeline forward. One of the strongest shifts we’ve made is creating real alignment with sales. It’s not just about MQLs anymore, it’s about MQAs and activating buying behavior.”

“We stopped calling it awareness, we now call it education. Because our goal is to create content our audience can use, not just read. Whether it’s identity professionals or security leads, they all want clarity, relevance, and value. When we focus on education, the results speak for themselves.”

“AI helps us move faster and scale smarter, but it’s not a replacement for strategy, creativity, or customer connection. We use AI for segmentation, testing, and even language optimization, but we still validate everything with human insight. It’s about reducing friction and focusing human time where it matters most.”

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Time Stamps 

00:00 Episode start

02:15 Icebreaker

04:30 Aha moments in Demand Gen

08:20 Branded Demand in action

12:25 Pivoting in real time

14:45 Everyone owns pipeline

17:00 Results from localization

19:25 Getting closer to buyers with AI

24:35 The future of SEO in a post-AI world

31:15 What’s on Tap 

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Links

• Connect with Emanuela Mafteiu on LinkedIn
• Check out Ping Identity
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

What does it take to succeed as a modern CMO? In this episode of Pipeline Brew, Matt is joined by Troy Sandidge to discuss how marketing leaders can stay relevant in an era of shifting playbooks, AI disruption, and growing pressure to deliver both brand and demand.

Troy is the Chief Strategist and Founder of Strategy Hackers, a strategic marketing consultancy that builds sustainable, scalable, and profitable strategies to drive engagement, advocacy, and revenue growth. Together, Troy and Matt explore the real challenges CMOs face right now including outdated playbooks, pressure to master AI, and the balancing act between vision and execution. 

Additionally, you’ll hear what it takes to tackle these challenges, and where you should be focusing your efforts most. Troy advocates for further investments into your brand and most importantly, your community. He believes real, authentic community building serves as a premium insurance policy when faced with market uncertainty. 

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Guest Bio

Known as the Strategy Hacker®, Troy Sandidge is an award winning growth strategist specializing in building sustainable, scalable, and profitable strategies, systems, and solutions for world-class brands,  generating over $175 Million in client revenue and successfully launching 35+ brands worldwide.

The 5x Agency Builder, 4x CMO, 3x Startup Founder, 2x COO, Board Advisor, Fractional CMO, Keynote Speaker, Investor, Author, & Marketing Consultant brings over 15 years of experience infusing psychology, sociology, business anthropology, cultural ethnography, and behavior science with growth marketing, demand gen, go-to-market, sales enablement, brand positioning, content marketing, and community development strategies helping brands achieve next level results using what he refers to as Conscious Growth Pathways™.

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Guest Quotes

“Strategy isn’t about knowing everything of what to do. It’s knowing what not to do. As you expand your career and hit different milestones, you realize there's so much more we shouldn't be doing. That takes experience and stepping back to look at things from a 50,000-foot view.”

“CMOs need to understand their four currencies: time, money, knowledge, and skill. If you don’t have the skills, you need to bring in the right people, otherwise, you’re going to get left behind.”

“Community is legitimately an insurance policy. When you have it, they understand you, they trust you, and they’ll stay with you even during tough times. Imagine asking your community, ‘What do you want us to do?’ and they give you the million-dollar idea. That’s the power most brands are sleeping on.”

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Time Stamps 

00:00 Episode start

01:40 Icebreaker

02:39 Troy’s career journey across marketing, nonprofit, and politics

04:50 Why great strategy starts with knowing what not to do

06:50 The driving factors behind the evolution of the CMO

10:30 Advice vs. Reality: The gap between thought leaders and practitioners

14:50 The makings of a great CMO

18:15 How AI can enable operational transformation for marketers

24:00 Is AI an option or necessity

27:00 What to do when marketing budgets freeze

30:00 Community as an insurance policy

33:45 What real community building looks like in B2B

38:30 What’s on Tap 

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Links

• Connect with Troy Sandidge on LinkedIn
• Check out Strategy Hackers
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

What does it take to craft content that truly connects in today’s crowded B2B landscape? Amanda Verdino, Director of Content Marketing at Forma, shares how a story-first philosophy and culture-driven marketing can transform the impact of your programs.

With over 15 years of experience spanning agency leadership and in-house roles, Amanda breaks down the frameworks she uses to guide her work in this new era of GenAI. She and Matt explore strategies to move beyond transactional content to build and deliver authentic messaging, tying storytelling directly to strategy.

You’ll also hear how Amanda transitioned from the agency world to her role now with Forma, why culture and collaboration are key to high performance, and how content marketers can partner with executives to elevate brand voice. Whether you’re leading content, building brand, or aiming to align teams around marketing’s value, this episode is filled with perspective for modern B2B marketers.

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Guest Bio

Amanda Verdino is a B2B marketing leader with over 15 years of experience driving pipeline and elevating brand narratives. Known for blending creative storytelling with strategic execution, she’s led high-impact content and communications programs for startups, growth-stage companies, and Fortune 500 enterprises. Amanda currently serves as Director of Content Marketing at Forma, where she helps shape the voice of the brand and connect with audiences in meaningful, measurable ways.

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Guest Quotes

“Over the past several years, I’ve tried to carve out moments to define how I really feel about content marketing. What I believe in, not just what deadlines require. That’s where the idea of ‘story, strategy, stuff’ came from. If we don’t know what story we’re telling or why we’re telling it, then no amount of strategy or content will really matter.”

“I had done the agency thing for nearly a decade, and while we did great work, I started to feel like I was missing something deeper like real team culture and long-term ownership. I wanted to go beyond just delivering assets and actually be part of something where I could help shape the story and see it through.”

“We talk a lot about job satisfaction in marketing, but not enough about how it actually affects performance. When you feel seen, when you feel trusted, you don’t just show up, you contribute differently. That’s been my experience at Forma, and I think that’s why our content connects the way it does.”

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Time Stamps 

00:00 Episode start

01:25 Icebreaker

03:00 How Amanda defines herself as a storyteller

09:05 Generative AI’s impact on content marketing

10:50 Why Amanda left agency life for in-house marketing

17:00 Why Forma feels like a dream job

21:25 How talking to customers builds better content

24:20 Connected job satisfaction to individual performance

27:15 Forma’s values and authentic culture

32:00 Growing your CEO’s LinkedIn presence 

36:55 What’s on Tap 

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Links

• Connect with Amanda Verdino on LinkedIn
• Check out Forma
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

How do you drive over $160M in pipeline impact with strategic marketing? Adam May, Director of Account-Based and Field Marketing at Thomson Reuters shares how ABM, field marketing, and sales alignment make it possible.

With a background that bridges graphic design, startup growth, and enterprise marketing, Adam shares the key experiences that have shaped his journey and where he sees opportunities in today’s B2B landscape. He emphasizes the critical blend of art and science in ABM which requires balancing creativity with deep data fluency. He also breaks down how his team strategically maps buyer groups, enables sellers, and creates personalized programs that align to complex sales cycles.

You’ll also hear Adam’s perspective on field marketing at scale, what it means to truly achieve sales-marketing alignment, and how brand reputation drastically can impact your pipeline. Whether you’re looking to scale ABM or integrate marketing more deeply into revenue strategy, this episode is packed with insights for modern marketers navigating enterprise complexity.

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Guest Bio

Adam May is a veteran marketer with experience planning, organizing and executing multi-channel programs that drive pipeline. He's a highly curious individual with a combination of creative, analytical and project management skills and a history of creating B2B demand engines that strengthen relationships between marketing and sales to drive revenue. Adam has experience working in fast-paced environments with cross functional teams in highly regulated markets.

Valuable addition to any company softball or volleyball team and cooks a mean steak. 

"Best Son Ever" Award - 2021

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Guest Quotes

“If someone told 22-year-old Adam how much time he'd spend in Excel, I wouldn’t have believed them. But today, data drives every decision we make. You need creativity to stand out, but it’s data that justifies the direction and earns trust internally.”

“Brand perception doesn’t just influence whether someone reads an email. It shapes whether they’re willing to attend your event, trust your messaging, or even consider you as a serious solution. In a crowded market, your reputation often gets you in the room before any campaign does.”

“Alignment isn't a transaction, it's a relationship. You don’t just set it and forget it. It requires regular check-ins, shared goals, and mutual accountability. The best marketing-sales partnerships are built on empathy and a common focus on pipeline and performance.”

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Time Stamps 

00:00 Episode Start

04:04 Adam's marketing journey

08:55 What ABM really means in 2025

15:51 Field marketing and ABM collaboration

21:40 Sales and marketing alignment

24:53 The importance of shared KPIs

27:38 Understanding attribution models

32:18 Brand’s role in pipeline impact

40:27 What's On Tap

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Links

• Connect with Adam May on LinkedIn
• Check out Thomson Reuters
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

Today on Pipeline Brew, Matt sits down with the seasoned advertising expert, Arthur Yu, whose career spans over twenty years supporting tech and media giants such as Disney, Google, and AWS. Their conversation covers his unique journey, from starting as a finance coordinator to where he is today as a prominent leader in the ad space. 

In today’s digital-first landscape, Arthur talks about what he calls the “one-second audition,” emphasizing how brands now have less time than ever to capture consumer attention. The solution? Increasing your investments in brand marketing. 

Listeners will also gain Arthur’s perspective on incrementality and the statistical methods essential for measuring true marketing impact. His clear explanations of market mix modeling, conversion lift, and match market testing equip marketers with practical tools to prove ROI in a rapidly changing environment.

Later on in the conversation, Arthur shares his personal journey battling and beating cancer. For anyone else who might need help, support, or advice on their own journey, Arthur encourages you to reach out to him on his LinkedIn.

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Guest Bio

Arthur Yu is a global marketing expert responsible for over $3B in media spend and held leadership positions in NAMER, EMEA, APAC, and LATAM. His most recent experience focuses on driving digital sign-ups and revenue for tech clients (Google, Amazon Web Services, and Meta), but he also has a long history of brand campaigns for entertainment (Disney/Fox/Lionsgate) and automotive clients (Hyundai motors).

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Guest Quotes

“I’d say depending on the organization, brand marketing can mean two things. It's amplifying the strength of what your brand stands for. Or it could be finding out what your product strength is, distilling it down to a core idea, and communicating that to your customers.”

“The force view medium still exists. That's why you're seeing a lot of attention on live sports and podcasting. So, the advertisers that do it best really use that precious time effectively.”

“20 years ago, because of the linear nature of mass media, marketers had basically 30 to 60 second forums to force feed your message to a captive audience. But today, because of the reduction of forced view mediums and the flood of opt-in messages, brand marketing must really pass the one second audition. So that's capturing your audience's attention within an increasingly short amount of time.”

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Time Stamps 

00:00 Episode Start

01:27 Icebreaker

02:17 Arthur's journey in advertising

05:44 The evolution of brand advertising

07:04 The one second audition

08:45 The importance of brand equity

16:21 Measuring incrementality in marketing

20:36 Classic marketing tactics in a digital world

22:09 The importance of live sports in advertising

23:29 The evolution of account-based marketing (ABM)

25:21 Balancing strategic, opportunistic, and greenfield accounts

28:35 The impact of a post-cookie world

31:18 AI's role in media and advertising

32:47 What's On Tap

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Links

• Connect with Arthur Yu on LinkedIn
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

This week on Pipeline Brew, Matt sits down with media analyst and communications strategist, Steve Rubel, who brings a wealth of experience from his nearly 20-year tenure at Edelman, where he served as EVP of Media Insights and Strategy. 

Steve shares how his early passions of media, sports, and technology have led him to where he is today. As he touches on the evolving world of PR, Steve highlights just how much the field has evolved to what it is today, where influences, creators, and journalists are increasingly intertwined. Similarly, Matt & Steve explore the dichotomy between screen time and content creation – despite more channels for advertisements than ever before, brands are often losing attention due to the stark rise of content hitting smartphones.

To counteract today’s media noise, Steve emphasizes the importance of crafting authoritative and engaging content, offering insights on how companies can effectively harness both earned and owned media strategies. 

Stick around to hear “What’s On Tap for Steve Rubel.” With their conversation taking place prior to the AFC & NFC championships, Steve successfully predicts who would go on to win the 2025 Super Bowl.

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Guest Bio

Steve Rubel is a dynamic media analyst, innovation catalyst, and communications strategist with decades of experience in anticipating trends and shaping actionable insights that help organizations stay ahead in an evolving media landscape. 

During a 19-year tenure at Edelman, Steve provided strategic counsel to hundreds of global corporations and nonprofits, earning consistently high marks from client CEOs, CCOs, CMOs, as well as the firm's workforce.

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Guest Quotes

“Smartphones fill every pocket of your day. At the same time, there's been an explosion in content. And if you want to be seen, you have to amplify it through a paid channel.   And if you're not thinking about that in a holistic way, that content may not be seen.”

“Media companies, they seem to be in two camps when it comes to the AI platforms. Some of them are partnering with the Perplexities, the Anthropics, the Open AIs of the world. Some of them are suing them. And the ones that are partnering, I think could benefit, because we've seen that when these major platforms come along and they start to throw news sites’ a lot of traffic…some of them right away figure out how to take advantage of that.”

“[B2B content] can't be boring. It cannot be boring. And some of these topics are inherently boring, even for people who are reading them and thinking about them all day. And so [there] just needs to be a little bit of a point of differentiation to it.”

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Time Stamps 

00:00 Episode Start

00:58 Icebreaker 

03:39 Steve's background and passions

05:41 The blurring lines of media and influencers

10:14 The evolving PR landscape

18:18 The role of trade press and AI

24:17 The disruptive potential of generative AI

25:51 Exploring Muck Rack and its uses

30:13 The PESO model and content strategy

32:44 Challenges in B2B demand marketing

34:42 The importance of engaging content

38:22 What's On Tap

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Links

• Connect with Steve Rubel on LinkedIn
• Check out Steve's collaboration with Muck Rack
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

Today on Pipeline Brew, Matt is joined by Stuart Giddings, marketing veteran and CEO of Beettoo, the B2B specialist agency focused on driving better value for B2B marketers through a more expert, agile and accountable agency model. With over 30 years of experience with global agencies such as Dentsu and Gyro, Stuart founded Beettoo in 2021 to deliver impact differently.  

Early in their conversation, Stuart shares his passion for B2B, while others might call it “the boring end of marketing,” Stuart thrives in the complexity that often comes with the territory. This excitement is what led to his own evolution of the agency model and creation of Beettoo, which balances content and data alongside brand and demand to add real value to their clients. This model combines employed resources, curated freelance talent, and specialist partners to offer more agile and effective solutions for modern marketing challenges. 

Matt and Stuart also dive into the new partnership between Pipeline 360 and The Expert Network (TEN), which now enables a fully managed, turnkey Demand-as-a-Service (DaaS) solution that addresses end-to-end demand generation needs, from strategy and execution to performance measurement. 

Don’t forget to listen out for “What’s On Tap,” where you’ll hear about Stuart’s love for cars – and specifically which custom build he is designing for his granddaughters. 

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Guest Bio

With over 35 years of international marketing experience, Stuart Giddings has held leadership roles across publishing and advertising agencies worldwide. He has led

five international agencies, including two based in the U.S. 

In 2010, Stuart joined Aegis Media (later Dentsu), where he spearheaded the development of the group’s global full-service B2B offering under Carat Enterprise. He also led multiple global agency acquisitions, integrating them to create the world’s largest and most awarded B2B agency network, which he led for five years. Stuart was also a member of Dentsu’s global leadership team and a former UK executive board member. 

Stuart’s client portfolio spans global brands to start-ups, with campaigns executed across more than 40 countries. 

In 2021 he founded the Beettoo Group.

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Guest Quotes

“People often look at B2B as being the more boring end of marketing, and I totally disagree. I think it's fascinating. I think it's more of a challenge.”

“If you can really blend brand and demand effectively, you're gonna drive better conversion, you're gonna drive long term engagement or valuable engagement. I think everyone broadly accepts that. Actually making it happen, I think is much more challenging.”

“B2B has some very savvy buyers. They're gonna say, ‘Okay, is this a really intelligent buyer? Is this actually gonna save me money? Make me more efficient?’ Whatever it might be. So I think that's where challenger brands have got a really strong case, but they've gotta convey that. And that won't come without the brand element being connected to demand. It's vital.”

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Time Stamps 

00:00 Episode Start

00:23 Meet Stuart Giddings

02:11 Stewart's career journey

04:01 Aha moments and lessons learned

06:01 The Beettoo agency model

08:36 The Expert Network

12:46 Balancing brand and demand

18:04 Content strategy insights

22:47 What's On Tap

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Links

• Connect with Stuart Giddings on LinkedIn
• Check out Beettoo
• Check out The Expert Network
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360