Pipeline Visionaries

Caspian Studios
  • 4.8 (35)
  • MARKETING
  • UPDATED WEEKLY

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

  1. 4D AGO

    Trust, Hustle and Product Truth: A Modern Tech CMO’s Manifesto

    In this episode, Ian sits down with Marco Mueller, CMO of AVEVA, to explore how marketing operates as a strategic growth engine inside one of the world’s leading industrial software companies. Marco shares how AVEVA balances speed and stability in a risk-averse category, why in-person events remain one of their most powerful channels, and how the team redesigned its campaign model to move faster without sacrificing quality. The conversation dives into AVEVA’s global event strategy, including AVEVA World and 37 localized AVEVA Days.  Key Takeaways: In-person events compress trust timelines. Face-to-face experiences move risk-averse buyers faster than any digital channel in complex B2B.Speed is a design problem, not a hustle problem.  Campaigns ship faster when you cut upfront complexity and build in room to adapt.The CMO’s real job is integration. Growth happens when marketing aligns product truth, sales reality, and customer risk.Episode Timestamps:  * (02:08) The Trust Tree: Why industrial software marketing is built on trust * (07:24) The Playbook: Events, positioning, and adaptive digital strategy * (45:24) 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 Marco on LinkedInLearn more about AVEVALearn 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.

    49 min

  2. FEB 3

    Why Strategy Fails Without Culture (Especially in B2B)

    In this episode, Ian sits down with JP Laqueur, SVP of Marketing & Culture at DataBank, to explore how brand, culture, and CEO-led thought leadership work together to create lasting differentiation in B2B. JP explains why DataBank prioritizes culture-first marketing, how involving the CEO in media and content unlocks disproportionate impact, and why disciplined PR often outperforms flashier tactics.  The conversation also covers how marketing teams should think about video, written content, AI-driven discovery, and why human connection may become even more valuable in an AI-saturated world. Key Takeaways: Culture is a competitive moat competitors can’t copy. Facilities and technology can be replicated, people and behaviors cannot.CEO-led storytelling scales trust. Thoughtful PR and executive content outperform most paid tactics when done consistently.Brand work compounds over time. Earned media, strong culture, and clear positioning reinforce each other across customers, employees, and investors.  Episode Timestamps:  *(14:01) The Trust Tree: Culture is the strategy  *(31:06) The Playbook: SEM is still working  *(46:45) 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 JP on LinkedInLearn more about DataBankLearn 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.

    50 min

  3. JAN 27

    What a B2B Video Game Teaches Us About Earning Real Attention

    In this episode, Ian sits down with Henry Wagner, Chief Marketing Officer at Megaport, to explore how marketing teams can earn attention in increasingly crowded and skeptical B2B markets. Henry shares why Megaport invests in unconventional campaigns, like building an eight-bit video game to celebrate a major company milestone, and how smaller, calculated bets often outperform large, high-risk sponsorships. He breaks down his philosophy of “doing science, not alchemy” in marketing, emphasizing rigorous testing, learning, and iteration over narrative-driven guesswork. Key Takeaways: Creative risk is easier to justify when bets are small and frequent. Contained experiments often deliver outsized attention with limited downside.Great marketing teams run science, not alchemy. Measurement, iteration, and learning beat intuition and narrative.LLMs change discovery, but not the need for authority. Clear, structured, problem-focused content still wins—measurement just looks different.Episode Timestamps:  *(14:16) The Trust Tree:  *(17:56) The Playbook:  *(46:32) 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 Henry on LinkedInLearn more about MegaportLearn 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.

    48 min

  4. JAN 20

    Community, Not Campaigns: How Enterprise Marketing Really Wins

    In this episode, Ian sits down with Greer Lynch, VP of Marketing at Reprise, the AI-powered demo automation platform helping enterprise teams deliver high-stakes software demos with confidence. Greer shares how she approaches storytelling as the foundation of effective marketing, why community-building has become a core growth lever for Reprise, and how her team balances long-term brand investments with short-term demand generation. She also breaks down how Reprise thinks about rebranding for enterprise credibility, adapting SEO strategies for an AI-first world, and using AI internally to move faster without losing authenticity. Key Takeaways Storytelling is the foundation of scalable marketing. Clear positioning and narrative make every channel more effective — from demand gen to community.Community is a long-term growth strategy. Bringing people together authentically builds trust, insight, and future demand, even beyond your immediate ICP.Brand maturity matters in enterprise markets. Positioning and design must reflect who you serve today, not who you served yesterday.AI is changing how marketing works — not eliminating fundamentals. The best teams use AI to accelerate insight, experimentation, and execution, not replace judgment.Episode Timestamps:  *(03:01) The Trust Tree: Focus on what you can uniquely deliver to your audience  *(07:09) The Playbook: Storytelling and understanding your audience *(32:53) 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 Greer on LinkedInLearn more about RepriseLearn 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.

    36 min

  5. JAN 13

    Startup Marketing That’s Built to Scale

    In this episode, Ian sits down with Phyllis Fang, Head of Marketing at Transcend, where she leads go-to-market strategy for a data infrastructure platform powering compliant AI-driven experiences. Phyllis shares how she thinks about go-to-market strategy, building repeatable marketing systems, investing in thought leadership and IRL events, and creating the right culture for AI adoption inside marketing teams. Key TakeawaysThought leadership compounds over time. First-party research, executive voices, and clear points of view build trust long before buyers are in-market.  Operational rigor matters, even in startups. Repeatable playbooks and clear ownership help marketing scale without breaking.  AI adoption is as much a cultural challenge as a tooling one. Creating space to experiment is key to long-term impact.  Quote“Slow down to speed up. Be best friends with sales. You’re there to help the business win.” Episode Timestamps00:27 Phyllis’s Path into Marketing 02:03 What Transcend Does and Who It Serves 03:53 Go-to-Market Strategy Overview 05:58 Marketing Team Structure 07:15 Lessons from Uber 12:26 Uncuttable Marketing Investments 14:57 Activating Executive Thought Leadership 16:22 Running Effective IRL Events 21:07 What’s Most Cuttable in the Budget 26:04 Favorite Campaigns 28:08 Building a Culture for AI Adoption 36:27 Navigating Cross-Functional Tension 41:21 Quick Hits SponsorPipeline 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. LinksConnect with Ian on LinkedIn Connect with Phyllis on LinkedIn Learn more about Transcend 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.

    46 min

  6. JAN 6

    The New Marketing Role You Should Be Hiring For

    Emily Kramer, founder of MKT1 and a longtime voice in modern B2B marketing, joins Ian Faison to unpack how AI is reshaping marketing teams, roles, and expectations.They explore Emily’s concept of the “gen marketer”,  and why traditional silos and specialist-heavy teams struggle in today’s high-velocity environment. Key TakeawaysMarketing teams need more generalists who can connect strategy, creativity, and distribution.Speed to execution matters more than perfect alignment across functions.Big marketing wins come from coordinated campaigns, not isolated tactics.AI increases the value of orchestration and taste, not specialization alone.Marketing leaders should think in portfolios of bets, not incremental activities.  Quote“Every big initiative needs to have a chance to really win — not just deliver incremental results.” Episode Timestamps (03:51) What the “Gen Marketer” role actually means (10:04) Why speed matters more than perfect alignment (16:42) Escaping random acts of marketing with big bets (24:58) How CMOs should think like producers or VCs (31:37) When founder-led marketing works (and when it doesn’t)  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.   LinksConnect with Ian on LinkedIn Connect with Emily Kramer on LinkedIn Dear Marketers Podcast  MKT1 Unboxing Learn more about MKT1 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.

    40 min

  7. 12/30/2025

    4 CMOs, 1 Question: What Marketing Spend Is Truly Uncuttable?

    Hear from Jill Wiltfong, CMO, Korn Ferry, Chris Bontempo, CMO, Johnson Controls, Shannon Sullivan Duffy, CMO, Asana, and Melton Littlepage, CMO, 1Password on their uncuttable budget items.  Timestamps:  (01:19) Jill Wiltfong, CMO, Korn Ferry, (08:03) Chris Bontempo, CMO, Johnson Controls (23:12) Shannon Sullivan Duffy, CMO, Asana (28:10) Melton Littlepage, CMO, 1Password   Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    42 min

  8. 12/16/2025

    A CMO’s Guide to Working with the Board

    Ian sits down with Stacey Epstein, CEO of Magnetic, where she helps brands create clear positioning and go-to-market strategies that drive lasting demand. She talks about how to succeed in interacting with the board, outlining do’s and don’ts, and providing advice around defensiveness and preparation.  Key Takeaways: The board is there to help you succeed. Treat them like advisors and go to them with questions and issues that you are trying to solve. Don’t try to hide problems, do demonstrate your wins.There is an art to defending yourself without being defensive. Defensiveness often results in a board member feeling unheard and pushing harder. Take the note, even if you can’t take the proposed solution. Ditch the slide decks and excel spreadsheets, and tell the story for board members. A unified board letter from the leadership team is a great way to do this and increases alignment before a meeting. Quote:  “  We're all on the same team. We all wanna win. Like we're here together in this board meeting because we want the company to be successful and we want to win. And, . There should be no hiding of issues. In fact, that's what the board is there for. The board is there to help you get through the challenging times.”Episode Timestamps:  00:53 The Role of the Board in Marketing 02:20 Navigating Board Interactions 03:06 Performance and Authenticity in Board Meetings 04:29 The Complexity of Marketing Roles 08:51 Aligning Marketing and Sales 16:56 The Importance of SDR Feedback 19:13 AI and Marketing Technology Decisions 21:44 Navigating Board Dynamics as a CMO 21:59 Building Relationships and Credibility 23:11 The Importance of Authenticity in Marketing 24:22 Handling Investor Feedback Tactfully 29:16 Defending Your Marketing Strategy 36:03 Effective Board Communication Strategies 39:10 The Value of Board Letters 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 Stacey on LinkedInLearn more about MagneticLearn more about Caspian StudiosAI’ve Got Questions Podcast: https://www.buzzsprout.com/2497617/episodes Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

    44 min
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4.8
out of 5
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About

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

Information

  • Creator
    Caspian Studios
  • Years Active
    2020 - 2026
  • Episodes
    270
  • Rating
    Clean
  • Copyright
    © Caspian Studios
  • Show Website
    Pipeline Visionaries

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