Pipeline Visionaries

Ian sits down with Peeyush Dubey, Chief Marketing Officer of Tech Mahindra, to unpack how he built the company’s first global marketing organization. Peeyush explains his four-pillar marketing strategy (brand, demand, expand, and grand). The conversation goes deep on Tech Mahindra’s Global Chess League, a bold brand experiment that has evolved into a flagship marketing, customer experience, and talent branding platform. Key Takeaways: Episode Timestamps: *(03:34) Trust Tree: Reducing friction for sales *(22:09) The Playbook: Building a global ches league *(43:13) 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 Peeyush on LinkedInLearn more about Tech MahindraCaspian 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, 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: 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 AVEVACaspian 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, 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: 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 DataBankCaspian 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, 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: 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 MegaportCaspian 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, 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 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 RepriseCaspian 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, 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 Takeaways Quote “Slow down to speed up. Be best friends with sales. You’re there to help the business win.” Episode Timestamps 00:27 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 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 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.

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 Takeaways 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. Links Connect 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.

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.

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: Quote: 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 MagneticCaspian Studioshttps://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.

Ian sits down with Shafqat Islam, President, Optimizely. They dive into AI, GEO, and the future role of websites. They also talk about how experimentation and creativity give companies the competitive edge in the current marketing landscape. Key Takeaways: Quote: Episode Timestamps: 01:56 The Role of Product and Marketing 03:09 Origins and Evolution of Opal 10:51 Creativity in Marketing and Software 13:44 The Importance of Experimentation 19:40 Storytelling and Risk-Taking in Marketing 23:21 The Rise of AI and Podcasting 28:03 Generative Engine Optimization (GEO) 29:31 Websites' New Dual Role 32:34 The Studio Head Approach to Marketing 38:12 The Impact of AI on Creativity 40:09 The Future of Search and Marketing 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 Shaf on LinkedInLearn more about OptimizelyCaspian 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 Alex Halliday, the CEO at AirOps, an end-to-end content engineering platform that gives marketing teams the systems they need to win visibility across AI search and SEO with quality content. Alex gives the marketing masterclass on AI search, laying out the framework for what marketers need to be doing. Key Takeaways: Quote: Episode Timestamps: *(04:26) The Trust Tree: Education- and Evidence-led go-to-market *(10:19) The Influence of YouTube on AI Search Results *(18:10) The Masterclass on AI Search: Step-by-step *(25:35) What do LLMs actually like? *(40:04) How should marketers be investing in content? 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 Alex on LinkedInLearn more about AirOpsCaspian 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 Kady Srinivasan, Chief Marketing Officer at You.com, the enterprise AI productivity platform redefining knowledge work with trusted, customizable AI agents. She breaks down GEO, storytelling in an infinite-content world, and why content now must serve both humans and LLMs. Key Takeaways Quote “I just want everything to be on time and running properly… And so, particularly in AI and to your point in 2025, that is, you could just get killed if you're like that. So you need to know when to be fine with imperfection and when to, and in some cases you have to double down and really take your time.” Episode Timestamps 03:23 Demand Generation Changes 04:56 Google Ads and New Marketing Channels 05:51 Generative Engine Optimization (GEO) 07:44 Importance of Original Content 25:12 Exploring the Future of Marketing Roles 28:10 Balancing Speed and Perfection in Marketing 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: https://www.linkedin.com/in/ianfaison/ Connect with Kady on LinkedIn: https://www.linkedin.com/in/kadysrinivasan/ Learn more about You.com Learn more about Caspian Studios: https://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 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: Quote: 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. Key Takeaways Quote “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. Links Connect with Ian on LinkedInConnect with Tami on LinkedInLearn more about ThryvLearn 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: Quote: 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. Key Takeaways: Episode Timestamps: (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 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 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: Quote: 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 LinkedInLinkedInWEKACaspian Studioshttps://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 Key Takeaways 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 LinkedInLinkedInWinnin 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: Quote: 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 LinkedInConnect with John on LinkedInLearn more about Zyter|TruCareCaspian 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: Key Takeaways: 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.