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.

In this special episode, we bring you an episode of Caspian Studios’ new B2B Snapshot webinar series. Ian Faison and Lindsay Tjepkema break down why founder-led marketing still matters, why it never truly ends and how to make it work at any stage of growth. Drawing from LinkedIn’s latest report, they share how to turn executive voices into authentic content that builds trust, cuts through AI noise, and drives real pipeline.

• Founder-led marketing never ends. Even as companies scale, founders remain the most powerful storytellers for their brand.
• Separate founder-led sales from marketing. Let executives focus on perspective and narrative—not just deals.
• LinkedIn wants this. The platform’s algorithm rewards executive-led thought leadership, so lean in and boost what works.
• Start with better questions. Ditch the scripts. Ask founders about paradigm shifts, mistakes, or their “aha” moments to spark genuine insight.
  
   

(00:32) Introducing the Snapshot Series: Bite-size B2B Marketing Conversations
(02:00) Founder-Led Marketing vs. Founder-Led Sales
(06:20) Why Authenticity Wins on LinkedIn
(09:12) The 21 Questions Every Marketer Should Ask Their Founder
(16:00) The Grandma Test: Simplify Your Story
(17:40) Making Founder Marketing Fun Again

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.

Connect with Ian on LinkedIn
Connect with Lindsay on LinkedIn 

Learn more about Caspian Studios
Tune in to B2B Snapshot Live

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

This episode of Pipeline Visionaries features an interview with Lauren Vaccarello, CMO of WEKA, a company building the foundation for enterprise and agentic AI. Lauren discusses her marketing philosophy: align every initiative with business goals, empower teams to experiment freely, and build category leadership through creativity and thought leadership. From the company’s breakthrough collaboration with U2 at the Sphere to its irreverent “Introducing Neural Mesh” launch video, Lauren shows why modern marketing demands bold storytelling and a studio-like mindset.

Key Takeaways:

• Creativity and speed are non-negotiable. Empower teams to ship ideas quickly and learn fast, don’t get bogged down in creation by committee. 
• Smart teams sell. Put your smartest people front and center to define the future of your industry.
• Tell stories that feel human. From rock-concert customer videos to funny launch trailers, authentic content creates the biggest impact.
• Anchor every idea to impact. If it doesn’t tie back to the company’s biggest goals, it’s just noise.

Quote: 

• “ This amazing thing with being earlier in your career is, you don't know what you don't know. You think you can do everything and because you don't know this is how things are done, you just figure it out in a different way. And I see some of these earlier in career marketers and what they are able to accomplish because they don't have the hangups of the rest of us. The, well, this is hard and this takes a long time and you need approvals. Here they are using AI to just pump out really incredible work. They are thinking in ways that I just, I wish I was 22 and was like thinking like that. It's so inspiring and I think a challenge for many marketers who have more tenure and more experience.”

Episode Timestamps: 

*(02:29) The Trust Tree: Serving as a tech partner at the Sphere 

*(32:56) The Playbook: Kill Creation by Committee

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 Lauren on LinkedIn
• Learn more about WEKA
• Learn more about Caspian Studios
• NeuralMesh™ by WEKA®: Storage Rewired for the AI Era: https://www.youtube.com/watch?v=23cVbsAIwSY

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

This episode of Pipeline Visionaries features an interview with Rodrigo Maroni, Head of U.S. at Winnin, the cultural intelligence platform that reveals actionable insights to grow your brand’s cultural relevance exponentially. Rodrigo shares why culture is the invisible hand guiding B2B consumer decisions, why chasing trends won’t make brands relevant, and how predictive cultural data uncovers unexpected audience opportunities.

Quotes

•  We don't track things like share of voice. Really I believe that this is an outdated metric. You are only measuring your intent, not your outcome. So we use a metric we develop called share of attention. Share of attention is really a metric that takes into account, the output in there, the effect, the impact that you make in your audience.We are measuring the end game, not the starting game, so you get a real pulse on what's working.

Key Takeaways

• Culture drives growth. Every purchase decision is culturally influenced, even in B2B. 
• Don’t chase trends. Predict cultural moments and map “cultural categories” to get ahead.
• Hidden audiences = growth. Insights from behavioral data can reveal unexpected segments like sneakerheads for cleaning products.
• Measure what matters. Share of attention captures true cultural impact, unlike outdated share of voice metrics.

Episode Timestamps

(05:49) The Trust Tree: Collecting behavioral data

(21:38) The Playbook: Developing cultural intelligence reports 
(30:19) Dust up: Navigating gaps in metrics 
(31:05) Quick hits: Rodrigo’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.

Links

• Connect with Ian on LinkedIn
• Connect with Rodrigo on LinkedIn
• Learn more about Winnin
• 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 an interview with John Gaines, VP Marketing, Zyter|TruCare, a healthcare technology company supporting 45 health plans and more than 44 million covered lives

John emphasizes the importance of establishing thought leadership to build credibility before focusing on amplification and talks about effective tactics such as leveraging PR agencies and using effective lead generation platforms.

Key Takeaways:

• Lead with thought leadership to cut through the AI clutter. Position your brand as a credible voice first, then layer in activation.
• Non-negotiable marketing levers: PR, demand gen infrastructure, and product clarity. These are foundations you can’t compromise.
• Evaluate the ROI of events. In many cases, digital channels and content may outperform costly in-person events.

Quote: 

• “  So you have to have, somewhere in the mix, the capability to cut through that density and get to an understanding of what does this stuff do that solves a compelling problem in a unique way that somebody will pay money for versus other alternatives that are out there? And that is a combination of talent and skill that you just have to have in the mix. It doesn't usually come from outside.  It's something you have to have internally.”

Episode Timestamps: 

*(04:51) The Trust Tree: Position your brand as a credible voice first, then layer in activation

*(11:10) The Playbook: The value of a PR agency 

*(30:36) The Dust Up: Operating in a startup up within a large company 

*(33:19) Quick Hits: John’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 John on LinkedIn
• Learn more about Zyter|TruCare
• 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 of Pipeline Visionaries features an interview with Tamir Sigal, the CMO of Trintech, a company that helps finance and accounting teams simplify and automate the entire financial close process, from reconciliations to reporting. Tamir explans his marketing philosophy of focusing on the customer journey, driving alignment across the organization, and evolving tactics around personalization, in-person experiences, and AI. He also reflects on rebranding challenges, innovative campaigns, and why he encourages his team to experiment—even if it means making mistakes along the way.

Quote: 

• “We just get so much information into our lives—whether it’s through email, social media, our devices, and how do you differentiate? How do you cut through the noise? So one of our tactics is making sure that we’re personalizing the message to the right audience. One of my pet peeves is saying the right message at the right time at the right channel. That’s so cliché to say, but it’s at the heart of what we want to do—making sure that the message is personalized to the industry, to the persona, and to the topic.”

Key Takeaways:

• Personalization cuts through noise. Tailoring messages by industry, persona, and timing is key to standing out in a crowded digital landscape.
• CMOs are responsible for creating alignment. Success depends on aligning marketing with sales, finance, partners, and leadership.
• Encourage experimentation. Tamir fosters innovation by rewarding his team for trying new ideas and learning from mistakes.

Episode Timestamps:
(04:00) The Trust Tree: Why time is the most valuable currency
(10:44) The Playbook: Top uncuttable tactics—personalization, events, and AI
(29:06) Dust Up: Rebranding a 100-year-old company against the odds
(31:15) Quick Hits: Tamir’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 https://www.qualified.com to learn more.

Links:
Connect with Ian on LinkedIn: https://www.linkedin.com/in/ianfaison
Connect with Tamir on LinkedIn:https://www.linkedin.com/in/tamirsigal/ 
Learn more about Trintech: https://www.trintech.com
Learn more about Caspian Studios: https://www.caspianstudios.com

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 an interview with Bruno Bertini, the CMO of 8x8, a CX platform that brings together business communications and interaction data in one place.

Bruno discusses 8x8’s innovative marketing campaigns, particularly 'The Power of You,' which creatively leverages AI to feature customers in engaging ways. Bruno shares insights into their marketing strategy, the role of AI in scaling their efforts, and the challenges and rewards of pushing creative boundaries in B2B marketing. 

Guest Quote:

• "In B2B, the only way to cut through the noise is by doing something creative. Imagine you're a buyer. You wake up like, oh my God, I'm gonna read a white paper this morning. I'm so excited. Anyways, jokes aside for us as we are repositioning the company, the idea was I don't have the biggest budget. You know, I'm one of the smallest players in a very big market, that's moving at quantum speed. So instead of burning all the money we had just in paid, trying to push more of the usual, the idea was can we do something really different leveraging our internal AI culture."

Episode Timestamps: 

*(06:42) The Trust Tree: Economies of scale from AI content

*(10:05) The Playbook: The Power of You Campaign

*(44:48) Quick Hits: Bruno’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 Bruno on LinkedIn
• Learn more about 8x8
• 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 an interview with Jill Wiltfong, Chief Marketing Officer at global consulting firm Korn Ferry.

Jill shares her unique path from TV news anchor to marketing, emphasizing the crucial skills of storytelling, communication, and adaptability. She discusses why their thought leadership team is all journalists and discusses their transformative sponsorship of the PGA Korn Ferry Tour. 

Key Takeaways:

• Empower employees to promote your brand by giving them clear guardrails instead of slowing them down with heavy approval processes.
• Wait for the big brand opportunities that authentically tell your company story, like Korn Ferry’s PGA development tour sponsorship, rather than chasing generic opportunities.
• If you’re not the biggest player in your market, the only way to get a seat at the table is to do something different, at scale. 

Quote: 

• "The other thing that was really transformative for us was deciding we were not going to be a boring B2B company. We needed to act and think and behave like a B2C firm. So we came up with this brand mantra: Be more than. Nike had just do it. Apple had think different. We are all about Be More Than. And this is our rallying cry. It tells people exactly who we are. It tells you what we're gonna do for you, for employees. It gives you a sense that Korn Ferry is rough, man, it's pretty relentless because we are always gonna push you to be more than you were yesterday."

Episode Timestamps: 

*(19:09) The Trust Tree: Marketing is best suited to lead and drive innovation

*(22:23) The Playbook: Get the right people, the rest falls into place

*(44:40) Quick Hits: Jill’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 Jill on LinkedIn
• Learn more about Korn Ferry
• 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.