This episode features an interview with Putney Cloos, CMO at Bombora, a B2B data pioneer that connects the B2B ecosystem in a one-of-a-kind Data Co-op of leading publishers, brand websites, and premium data providers.

Putney dives into the criticality of intent data in building your go-to-market motions, the importance of measuring ROI across a long sales cycles and playing the long game in PR.

Key Takeaways:

• While we all need to be rethinking search and paying attention to how the world is changing, we shouldn’t abandon traditional search entirely, or too quickly. It still has a significant role.
• While some see PR as an old-school tactic, it’s a very high return tactic. Marketers should leverage the fact that journalists are under pressure to find stories and should be reaching out before there is a deadline to they are top of mind.
• An AI thought-partner doesn’t care when you throw out the entire brainstorm or trash an hour of work, making AI a great thought partner.

Quote:

• “One thing that we're all struggling with, or thinking about at least, is traditional search. I think we all need to learn and think about, how does the world change? But the reality is in aggregate, traditional search still plays a pretty significant role. We're not going to throw the baby out with the bath water. We have to think about how we position ourselves as the world changes, but continue to do sort of old school investment and test and learn in the traditional search channels.”

Episode Timestamps:

*(04:16) The Trust Tree: Selling to publishers

*(19:43) The Playbook: Invest in high quality intent data

*(41:36) The Dust Up: Conflict during the interview process

*(45:06) Quick Hits: Putney’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 Putney on LinkedIn
• Learn more about Bombora
• Learn more about Caspian Studios

In this special episode of Pipeline Visionaries, Ian Faison, CEO of Caspian Studios, breaks down the future of B2B content creation for 2025. He dives into frameworks and strategies, outlining the five methods of consumption and aiming for high quality that makes virality possible. He also dives into the difference between feeds, shows, and networks, giving case studies and examples and highlights the shift towards platform-specific content and the role of marketers as 'gardeners' in navigating walled gardens like YouTube and LinkedIn.

Key Takeaways:

• There are five methods of consumption that marketers need to be thinking about: shorts, shows, medium form video, live entertainment and fiction.  The format matches consumption. Shorts for scrollers, shows for subscribers, limited series for binges, live events for live learners, fiction for edutainment.
•  A feed and a show and a network are three different things. Creating a network allows audiences to self-select into the content that they like.
•  The optimal strategy for creating content to deliver it to your audiences, is for creators to create it and put it on the platform. Individuals, not brands.

Quote:

• “ That's what we have to figure out - how do we maximize coverage for our target audience? And if you ignore methods of consumption or you ignore format, or you ignore hosts, you're inherently ignoring a subset of your population."
  

Episode Timestamps:

*(00:06) The future of B2B content in 2025

*(01:42) Five methods of consumption

*(07:52) Framework: feeds, shows, and networks

*(16:38) We’re all gardeners: accessing walled gardens

*(17:38) The shift to creator-first content

*(24:41) The importance of distribution and creativity

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
• Learn more about Caspian Studios

This episode features an interview with Chris Bontempo, CMO, Johnson Controls, a 140 year old company that is a global leader in smart, healthy and sustainable buildings.

Chris spent nearly 19 years at IBM, eventually serving as CMO of IBM Americas before moving to Johnson Controls. He shares his perspective on website content being scraped by LLMs, how they’re using AI to reduce ad spend, and which types of content are resonating most with prospects.

Key Takeaways:

• Websites need to be designed to be scraped by LLMs. All CMOs are trying to figure this out right now.
• CMOs need to consider AI part of their teams “to supplement the labor that [they] have and give people superpowers to do their jobs better”.
• CMOs need to be hands-on-keys, using, learning and leveraging new tools themselves, in order to be able to lead well.

Quote:

• "As a CMO, you need to consider AI as part of your team, right? So the tools that we're using that all have AI baked into them, the how AI is going to streamline your process. AI is part of your team to supplement the labor that you have and give people superpowers to do their jobs better and at huge scale without taking on a huge amount of expense."

Episode Timestamps:

*(06:02) The Trust Tree: No daylight between sales and marketing

*(15:04) The Playbook: Designing the website to be scraped by AI

*(42:12) The Dust Up : There’s always a kernel of truth to both sides

*(46:08) Quick Hits: Chris’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 Chris on LinkedIn
• Learn more about Johnson Controls
• Learn more about Caspian Studios