Read more about the article The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

Episode #267: Maryna Stavnycha, Former Chief Marketing Officer at SupportYourApp, explains why a predictable pipeline comes from learning systems, not fragmented funnel activity. She shows how teams can replace guesswork with repeatable loops, sharper ICP decisions, and clearer downstream metrics. She also makes the case that marketing must own business impact, not just output. Her perspective reframes marketing as the function that aligns teams, captures customer reality, and earns trust.

Continue ReadingThe Predictable Pipeline Playbook: Moving Beyond Funnel Thinking
Read more about the article (3:18 Q&A Video) “Defining the Right ICP Before Scaling Pipeline Experiments”

(3:18 Q&A Video) “Defining the Right ICP Before Scaling Pipeline Experiments”

In this 3:18 video, Maryna Stavnycha explains why predictable pipeline starts with a well-defined ICP. She argues that teams waste time when testing and measurement sit atop weak customer definitions. Her view is that ideal customers are not just buyers but customers who quickly reach value, stay longer, and expand. She also stresses that ICP clarity must come from behavior, data, and testing.

Continue Reading(3:18 Q&A Video) “Defining the Right ICP Before Scaling Pipeline Experiments”
Read more about the article The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

The Predictable Pipeline Playbook: Moving Beyond Funnel Thinking

  • Post author:
  • Post category:
  • Post comments:0 Comments

Episode #267: Maryna Stavnycha, Former Chief Marketing Officer at SupportYourApp, explains why a predictable pipeline comes from learning systems, not fragmented funnel activity. She shows how teams can replace guesswork with repeatable loops, sharper ICP decisions, and clearer downstream metrics. She also makes the case that marketing must own business impact, not just output. Her perspective reframes marketing as the function that aligns teams, captures customer reality, and earns trust.

Continue ReadingThe Predictable Pipeline Playbook: Moving Beyond Funnel Thinking
Read more about the article (4:39 Summary Video) “Enhancing Trusted Advisor Profile Through ICP Understanding”

(4:39 Summary Video) “Enhancing Trusted Advisor Profile Through ICP Understanding”

In this 4:39 video, Emily Askham discusses building human connections in B2B marketing, emphasizing the need to understand clients' broader challenges beyond product solutions. He highlights the importance of thought leadership, transparent communication, and genuine partnerships that prioritize client needs. He also advocates shifting from traditional sales tactics to meaningful, value-driven engagement.

Continue Reading(4:39 Summary Video) “Enhancing Trusted Advisor Profile Through ICP Understanding”
Read more about the article The Pre-Decision Playbook: Building Trust Before B2B Buyers Choose

The Pre-Decision Playbook: Building Trust Before B2B Buyers Choose

Emily Askham, CMO at Natixis Investment Management, explores the crucial role of marketing in building trust within the B2B financial sector. She highlights strategies for fostering credibility, including voice-of-the-customer programs and third-party research. The discussion also covers proactive problem-solving and CX-driven differentiation for long-term success.

Continue ReadingThe Pre-Decision Playbook: Building Trust Before B2B Buyers Choose
Read more about the article The Pre-Decision Playbook: Building Trust Before B2B Buyers Choose

The Pre-Decision Playbook: Building Trust Before B2B Buyers Choose

  • Post author:
  • Post category:
  • Post comments:0 Comments

Emily Askham, CMO at Natixis Investment Management, explores the crucial role of marketing in building trust within the B2B financial sector. She highlights strategies for fostering credibility, including voice-of-the-customer programs and third-party research. The discussion also covers proactive problem-solving and CX-driven differentiation for long-term success.

Continue ReadingThe Pre-Decision Playbook: Building Trust Before B2B Buyers Choose
Read more about the article (4:16 Summary Video) “The Role of Marketing and Hypergrowth in Today’s Competitive Landscape”

(4:16 Summary Video) “The Role of Marketing and Hypergrowth in Today’s Competitive Landscape”

In this 4:16 video, Peggy Studer explores the pivotal role of customer experience (CX) as a competitive advantage in today’s market. She discusses how CX drives revenue growth and reduces costs, referencing McKinsey’s findings, and highlights how B2C brands like Amazon set new benchmarks for B2B expectations. She also emphasizes leveraging data and AI to enhance CX across touchpoints.

Continue Reading(4:16 Summary Video) “The Role of Marketing and Hypergrowth in Today’s Competitive Landscape”
Read more about the article (2:25 Summary Video) “Mastering the Art of Selling Without Selling”

(2:25 Summary Video) “Mastering the Art of Selling Without Selling”

In this 2:25 video, Felix Bartels discusses the subtlety of developing a sales approach where ‘selling’ doesn’t feel forced or obvious. He emphasizes the art of storytelling in building a compelling brand narrative that fosters trust and loyalty beyond data analytics. This discussion offers actionable insights on balancing authenticity, transparency, and brand DNA to refine sales strategies without overt pitches.

Continue Reading(2:25 Summary Video) “Mastering the Art of Selling Without Selling”
Read more about the article What Does Creating Hypergrowth Look Like for Today’s B2B Companies?

What Does Creating Hypergrowth Look Like for Today’s B2B Companies?

Peggy Studer, CMO at Klaxoon, explores the complexities of driving sustainable hypergrowth in B2B. She shares insights on cultural nuances, marketing technologies, and the balance between short-term wins and long-term growth. She emphasizes product marketing, brand building, and data-driven strategies and highlights team dynamics, customer voice, and adaptability as key to success.

Continue ReadingWhat Does Creating Hypergrowth Look Like for Today’s B2B Companies?
Read more about the article How to Maintain Human Connections Amidst Go-to-Market Complexity

How to Maintain Human Connections Amidst Go-to-Market Complexity

Felix Bartels, CMO of the Serviceplan Group, shares his journey from medicine and sports science to marketing. He explores blending emotional engagement with AI, automation, and big data while maintaining authenticity. This episode highlights storytelling, trust, and human connection as keys to B2B marketing success.

Continue ReadingHow to Maintain Human Connections Amidst Go-to-Market Complexity