Pipeline Visionaries

Caspian Studios
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CMOs and demand gen leaders dive head-first into their strategies and tactics for building a pipeline machine.

  1. -2 ДН.

    Bringing Brand Mantras to B2B

    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 LinkedInConnect with Jill on LinkedInLearn more about Korn FerryLearn more about Caspian Studios

    48 мин.

  2. 2 СЕНТ.

    Will AI Finally Kill Spray and Pray?

    This episode features an interview with Thea Hayden, CMO at Cognizant, a  leading professional services company that brings deep technology and industry expertise together to help our clients transform and stay ahead.  Thea discusses the importance of a strong partnership with IT, and the significance of multi-channel tactics. She also shares insights into experiential marketing tactics and her commitment to fostering a culture of experimentation and fun within her marketing team.  Key Takeaways: We often discuss building strong relationships with the CFO, but investing in your relationship with your CIO is essential too, since the martech stack is so crucial to success. Overindexing on any strength will make it your weakness; nothing works in isolation and a multichannel approach is necessary. AI may be the death of spray and pray tactics and broad reach marketing, since personalization will be so much easier and more successful. Quote:   ”The tactic that may finally die because of AI is spray and pray, right? Because everything's going to be so personalized and so easy to personalize, and so much more effective because of that. And so I think even the days of just super broad reach maybe are dead altogether.”Episode Timestamps:  *(03:00) The Trust Tree: Start with the end in mind *(16:48) The Playbook: Overindexing on strengths, makes them weaknesses *(33:30) The Dust Up: Build a strong relationship with IT *(34:26) Quick Hits: Thea’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 LinkedInConnect with Thea on LinkedInLearn more about CognizantLearn more about Caspian Studios

    39 мин.

  3. 26 АВГ.

    AI Video Generation: Practical Uses and How it Enhances Marketing

    This episode features an interview with Gaurav Misra, CEO, Captions, an AI video-generation company that allows you to create and edit talking videos with AI.   Gaurav dives into the practical applications and future implications of AI in video, and how these tools can enhance marketing efforts for businesses of all sizes. Key Takeaways: Video capabilities are improving rapidly, and are now at the point where spinning up an AI-generated version of you speaking, is likely better quality than anything you could deliver to camera. These capabilities allow marketers to spin-up and test content very quickly with far less expense than in the past. How people will react to content moving forward, when it will become less and less clear what is real, remains to be seen. Quote:  “ Spun up a video and it's like me wearing like a suit… I'm delivering this emotional message, but I'm delivering it so fluently with all these words that I would probably never use actually… and I'm looking at this like, shit, I couldn't be like this on camera. This is such a good delivery, such a good presentation..  It just isn't actually physically possible. And I think we are at that point where I can look at that and be like, wow, I just couldn't do this. It's better than what I could do.”Episode Timestamps:  *(03:13) Challenges and Opportunities in Video Content *(08:01) The Future of AI Tools in Creative Work *(24:11) Innovations in Video Generation *(28:28) Real-World Applications and Feedback *(35:27) The Future of Deep Fakes and Content Authenticity 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 LinkedInConnect with Gaurav on LinkedInLearn more about CaptionsLearn more about Caspian Studios

    44 мин.

  4. 19 АВГ.

    Social Proof and Unintended Signaling

    This episode features an interview with Casey Hill, CMO at DoWhatWorks, a company that removes the guesswork from website optimization, tracking millions of websites daily to find winning A/B tests from major brands. Casey provides actionable advice on effective thought leadership, influencer marketing, and various ways to optimize your website.  Key Takeaways: Promoting customer’s posts about your company can be a great way to spread an outside vantage point, and customers are typically happy to have you pay to promote their pages. Test all your assumptions and learn what makes sense for your business. Try to test components of your website that you may not have initially thought to look into. Be cautious when it comes to social proof and unintended signalling with third party reviews. A lot of marketers do this poorly. Quote:    Most people do social proof really poorly. The way now, and this is across the board, so we talked about logos, but it also applies to G2 reviews or third party reviews. I think people don't pay attention enough to unintended signaling. Like someone puts 4.4 stars with 300 plus reviews and someone sees that, and that might actually might be a negative signal, right? And so like they look at that, they're like, 'oh, I thought you were much bigger. You only have 300 reviews.' Or in our world today is 4.4 good or bad, right? Like some people might see 4.4, like if I see it on a restaurant or I'm like, eh it's okay. Like it's kind of a neutral one to me, right? So I think you wanna be really careful about unintended signaling.Episode Timestamps:  *(07:32) The Trust Tree: Create content that will be shared by other outlets *(20:30) The Playbook: Convert faster, talk about your capabilities instead of benefits *(49:53) Quick Hits: Casey’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 LinkedInConnect with Casey on LinkedIn Learn more about DoWhatWorksLearn more about Caspian Studios

    53 мин.

  5. 12 АВГ.

    Distinction vs. Differentiation: Win on Both Fronts

    This episode features an interview with Brenton Williamson, VP of Marketing at Bamboo HR, a company that empowers HR pros, employees, and organizations everywhere to simplify complicated processes and streamline time-consuming tasks. Brenton discusses how he thinks about creating distinction in the market, the diversification of marketing channels, and the value of digital engagement.  Key Takeaways: Distinction is different from differentiation. Differentiation is product focused, while distinction has more to do with brand identity and feel. You need both. As organic search continues to take a hit, in-person events become an increasingly important tactic to get in front of customers. We’re coming out of the inbound era and sales may need to get used to interacting with people who aren’t actively in a buying motion, and building relationships over time. Episode Timestamps:  *(04:29) The Trust Tree: Distinction, differentiation, diversification  *(09:04) The Playbook: The end of the inbound era *(36:24) Quick Hits: Brenton’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 LinkedInConnect with Brenton on LinkedInLearn more about BambooHRLearn more about Caspian Studios

    40 мин.

  6. 5 АВГ.

    Building Memory Structures That Stick

    This episode features an interview with Andrew Thomas, VP of Marketing at Archer Meat Snacks, a company that makes jerky, sticks and sausages, from real ingredients. Andrew has over 15 years of experience in the CPG food and beverage industry, with brands like Chicken of the Sea, Wilde Chips, and PepsiCo.  He discusses Archer’s recent rebrand, their go-to-market strategies, and the importance of social and influencer marketing.  Key Takeaways: Awareness and creating memory structures for customers helps build a moat around your brand. Don’t underestimate the power of a strong PR flywheel. Once it gets going, it has an outsized impact. Long-term partnerships are the way to go with influencers. Fewer, bigger, better is a more strategic and authentic approach. Quote:    We're the fourth largest meat snack brand in the nation. Our awareness is not the fourth largest. It's lagging quite a bit behind. And so what I'm trying to do is really build that mental availability, build a big ownable, distinctive brand that creates those memory structures in our consumer's mind so that when they go to the store, when they go to Costco, they go to Sam's, they go to Target, they go to Walmart, they recognize and see us because we have a pretty successful business today, but people are buying the grass fed beef mini sticks. They haven't necessarily been buying the Country Archer or the Archer grass fed beef mini sticks. And we want to create a moat around our brand. We want to generate a lot of that stickiness. Episode Timestamps:  *(05:46) The Trust Tree: Being scrappy with social and influencer *(23:09) The Playbook: Leading a strategic rebrand *(45:43) Quick Hits: Andrew’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 LinkedInConnect with Andrew on LinkedInLearn more about Archer Meat SnacksLearn more about Caspian Studios

    48 мин.

  7. 29 ИЮЛ.

    How Do We Restructure Our Websites?

    This episode features an interview with Robin Emiliani, Co-founder and Chief Growth Officer at Catalyst Marketing, an AI-enhanced growth marketing company that leverages AI to build smarter growth marketing strategies, faster. Ian and Robin cover the fears marketers face with AI and how becoming an expert in tech tools can make marketing leaders indispensable. Key Takeaways: Expectations around websites are changing. People want answers at their fingertips, not to search for them on secondary and tertiary pages. Marketers will need to rethink inbound. Surround sound and reaching your prospects through many different channels, is especially critical right now. Quote:   How are websites going to change over time when the expectation is, I don't wanna go to a secondary page, I don't wanna go to a tertiary page anymore. I just wanna be able to type in my question, get my answer. Like that I think is on the new forefront of how this is gonna help evolve things. But how do we restructure our websites completely? Because the expectation is I'm going to be able to get my answer at my fingertips.Episode Timestamps:  *(04:38) The Trust Tree: How AI is changing websites  *(19:50) The Playbook: It’s a race to create strong content at scale  *(29:47) The Dust Up: Messaging needs to be clear and concise *(32:15) Quick Hits: Robin’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 LinkedInConnect with Robin on LinkedInLearn more about Catalyst MarketingLearn more about Caspian Studios

    35 мин.

  8. 22 ИЮЛ.

    To Invest or Not to Invest: Headcount

    This episode features an interview with Kevin Cochrane, an experienced CMO who is currently CMO at Vultr, a company on a mission to make high-performance cloud computing easy to use, affordable, and locally accessible. Kevin dives into the art of being discoverable, the monetary value of brand equity and the importance of using all data available to build a real model of your marketing efforts. He also discusses headcount, and how he is thinking about investing in it.  Key Takeaways: Avoid focusing too much on tactics to get customer attention, like tweaking the subject line or the format of the email. Focus on the art of being discoverable, on making it easy for customers to find and fall in love with you. Don’t be simplistic about data analysis. Simple metrics can you lead you astray, you need to leverage all the data available to you to build a holistic model. Brand equity directly impacts the value of a business, take a company like Nvidia or Apple. Marketers who investing in their brand well, will see the productivity of their demand gen dollars skyrocket. Quote:  “ I would not invest heavily in headcount. I have seen too many marketing organizations rapidly scale headcount. And you can have a company that's 200 million in revenue and there'll be 80 people in marketing, right? You can have an organization that's 50 million in revenue and they'll have 40 people in marketing and they'll hire field marketers in this region and that region. They'll build out their whole PR team. They'll build the whole AR team. We operate super, super lean here at Vultr. Number one is we empower everyone with a lot of, you know, AI tools and a lot of ability to make decisions, and they all have access to a massive treasure trove of data in our data warehouse, right? We just drive employee productivity as much as possible. Secondly, we leverage as much as possible external third parties that have specific expertise.”Episode Timestamps:  *(06:59) The Trust Tree: Fostering an open ecosystem, the antithesis to a walled garden  *(25:22) The Playbook: Brand experience drives demand gen productivity *(43:42) The Dust Up: Tension over events  *(46:05) Quick Hits: Kevin’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 LinkedInConnect with Kevin on LinkedInLearn more about VultrLearn more about Caspian Studios

    48 мин.
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CMOs and demand gen leaders dive head-first into their strategies and tactics for building a pipeline machine.

Информация

  • Автор
    Caspian Studios
  • Годы выхода
    2020 - 2025
  • Выпуски
    250
  • Ограничения
    С ненормативной лексикой
  • Авторские права
    © Caspian Studios
  • Сайт подкаста
    Pipeline Visionaries

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