E147: Fixing the Pipeline Problem: How Marketing Can Unlock Growth

About this episode

This episode discusses how marketing can address the pipeline problem in B2B and drive scalable growth.

In this episode of B2B Marketing Futures, senior marketing and commercial leaders come together for a roundtable conversation on “Fixing the Pipeline Problem: How Marketing Can Unlock Growth,” tackling one of the most pressing challenges in modern B2B: why pipeline breaks down and how marketing can drive more effective, scalable growth. From diagnosing whether the issue lies in volume, fit, or velocity to refining ICPs and targeting strategies, the discussion explores how organizations can move beyond surface-level metrics and better understand what’s truly impacting pipeline performance. Drawing from real-world experience, the group shares insights on balancing SMB and enterprise motions, improving qualification speed, and shifting from broad, inefficient acquisition strategies toward more focused, high-impact approaches. Participants: • Bill Glenn, Senior Vice President Marketing at Esper • Camilla Heidenreich Bommen, Chief Commercial Officer at SuperOffice

People in this episode

Guests: Bill Glenn, Camilla Heidenreich Bommen

Topics covered

• pipeline problem
• B2B marketing
• growth strategies
• targeting strategies
• qualification speed

Keywords

• pipeline performance
• marketing growth
• B2B challenges
• ICP refinement
• acquisition strategies

Mentioned in this episode

Organizations: Esper, SuperOffice

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