As 2025 wraps up, I’ve been reflecting on the conversations that stayed with me long after we stopped recording each episode of Pipeline Brew. It was never meant to be a podcast just about frameworks, tactics, or the latest shiny object in B2B marketing. From day one, the goal was simpler (and harder): get to know the people behind the pipeline – how they think, how they lead, what they’ve learned the hard way, and what actually works when theory meets reality.
That’s what these episodes represent.
This isn’t a “best of” list, and it’s definitely not a ranking. These are five conversations that capture themes we heard again and again this year: proving impact in tough markets, balancing brand and demand, earning credibility with the C-suite, and staying human in an increasingly automated world.
If you’re heading into 2026 looking for ideas you can actually apply, and perspectives from people who’ve been in the seat, I’d start here, then explore the full library for Pipeline Brew.
Strategic Marketing that Proves Impact
Adam May, Thomson Reuters
Adam is one of those leaders who makes complex marketing challenges feel refreshingly practical.
In this episode, Adam breaks down what strategic marketing really looks like when it’s built to drive measurable outcomes. He walks through how his team at Thomson Reuters generated more than $160M in pipeline through a tight ABM and field strategy, backed with real sales alignment.
On a personal note, Adam is also a longtime friend. He was one of my first hires at Thomson Reuters, and over nearly seven years there, he built and scaled a team that consistently delivered real results. My firsthand experience is why I knew this conversation would resonate.
Listen to the episode: Brewing Success with Thomson Reuters: Rethinking Brand, Attribution, and Buyer Groups
B2B Marketing at Scale – Without the Chaos
Stephanie Almeida, Avalara
If you’ve ever tried to scale marketing across multiple products, regions, or teams, you’ll recognize yourself in this conversation.
Stephanie brings a grounded, operator’s perspective to what it takes to keep demand generation effective as complexity increases. She shares how Avalara builds sustainable campaign strategy as new product lines roll out, why alignment across content, messaging, and sales is non-negotiable, and how to set realistic expectations at the top of the funnel.
What I especially enjoyed about this conversation is the shared context. I spent nearly half my career in tax marketing, so talking shop with someone who truly understands the nuance of this space felt both familiar and fun. And beyond marketing, she’s also become one of my go-to-resources – whether I need a recommendation for great seafood in Seattle or a new show to binge while traveling.
Listen to the episode: Brewing Success with Avalara: B2B Marketing at Scale, Evergreen Content, and Lead Maturity
Storytelling That Cuts Through the Noise
Laura Goodey, Story & Tellers
Laura has spent her career reminding brands of something we too often forget: the audience is the point.
In a world where every feed looks the same, Laura makes a compelling case for why “more content” isn’t the answer. Empathy is. Drawing on two decades of experience advising brands like Oracle, Riverbed, and Vodafone, she breaks down how to create messaging that actually lands, how to balance brand and demand without defaulting to “shout louder,” and how to keep B2B marketing human. Dare I say interesting?
I didn’t know Laura well going into this conversation. She was introduced to me by a colleague, but there was an immediate connection once we started talking. Her perspective on storytelling, and the way she centers everything around audience empathy, really stood out.
This episode gave me a renewed appreciation for what good actually looks like in B2B marketing. Not busier. Just more intentional, more human, and more relevant.
Listen to the episode: Brewing Success with Laura Goodey: The Art of Storytelling in Marketing
Digital Marketing that Meets Buyers Where They’re At
Hannah Jordan, Demandbase
Hannah has built her career around a simple but often overlooked truth: great digital marketing starts by meeting buyers where they actually are.
In this episode, Hannah breaks down what digital marketing that truly works looks like. We cover everything from shaping digital strategy that aligns to business priorities, to leveraging data and AI in meaningful ways, to designing buyer experiences that respect where buyers actually are in their journey.
I’ve known Hannah for years – we worked together when I was at Demandbase – and now consider her a great friend. She’s one of the nicest people I know, but also one of the smartest and hardest-working marketers I’ve had the chance to work with. What stands out most, though, is her unwavering curiosity – a quality that consistently raises the bar for the work and the people around her.
Listen to the episode: Brewing Success with Hannah Jordan: Sales & Marketing Alignment, Chatbots, and Red Bull
Story-First Marketing that Connects
Amanda Verdino, Forma
Amanda has spent her career proving that the strongest B2B brands are built on clarity, connection and story.
In this episode, we talk about what it means to lead with narrative in B2B – how to define a clear point of view, create content that resonates, and build a brand voice that feels human in a crowded market.
We also dig into Amanda’s transition from agency leadership to an in-house role at Forma, why culture and collaboration matter so much to content teams, and how marketers can move beyond transactional content to create something more meaningful.
I’ve known Amanda for years, having worked with her and her husband, Greg, back when they ran their own agency. We’ve stayed great friends ever since, and I consider both of them mentors. Some of my favorite conversations with them have been over Tex-Mex and margaritas, usually filled with inside jokes and stories involving Legos. The mix of strategic depth and genuine warmth is exactly why this conversation felt so natural, and why I think it’s such a great listen.
Listen to the episode: Brewing Success with Forma: Using Strategy, Story, and Culture to Elevate Marketing
The Voices of B2B Marketing
What keeps me excited about Pipeline Brew isn’t just the ideas – it’s the people. These conversations work because they’re honest, practical, and grounded in real experience. If you’re a B2B leader who’s learned a few things the hard way, has a point of view you’re willing to share, and believes growth is ultimately about people, I’d love to talk. Pipeline Brew is always looking for thoughtful voices to join the conversation, and maybe you should be our next guest.
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