Pipeline Visionaries

Pipeline Visionaries runs on a simple format that produces unusually specific answers. One senior B2B marketing leader per episode. One host, Ian Faison, CEO of Caspian Studios. One opening question that never changes: what was your first job in marketing? That question does real work. It pulls guests off their talking points and into stories — an associate brand manager on Cheese Nips back when Nabisco sat inside Kraft Foods, complete with a defense of that rivalry. A teenager marketing the family hotel in the Austrian countryside. A marketing assistant on a publishing company's new line of online databases, which today would be called SaaS. Then the conversation turns to the present. Prachi Gore, CMO at Asana, explains how to market a product that has disrupted itself, framing it under a pillar she calls show, don't tell, alongside the pitch of trying it again for the first time. Marco Muller, Chief Customer Officer at Aviva, defends in-person events as one of the strongest growth channels his team has. JP Laqueur, SVP of Marketing at Databank, gets into the mechanics of a PR program — prepping multiple executives with playbooks of likely questions, working to reporters' deadlines, and convincing a busy CEO that the hard thing is the valuable thing. Bruno Bertini, CMO of 8x8, breaks down a campaign that uses AI to feature customers and talks about pushing creative boundaries in a category not known for them. Rebecca Stone, SVP of revenue marketing at Cisco, approaches AI with deliberate skepticism and argues that how content is presented may soon matter more than the content itself. Putney Kloos, CMO at Bombora, makes the case for intent data and for measuring return across a long sales cycle. The show has no interest in vanity dashboards. Its cold open quotes the old line about half of advertising spend being wasted with no way to know which half, and the episodes keep circling that problem honestly. Guests come from large, technical, enterprise organizations, so the constraints are real: long sales cycles, established brands, marketing that has to prove its return. With 274 episodes, the archive functions as a running record of what senior B2B marketers actually tried, what worked, and what they would not repeat.