Fixing the Pipeline Problem - How Marketing Can Unlock Growth

B2B marketers continue to struggle with one of the most critical challenges in modern go-to-market strategy: pipeline. Even with larger budgets, more sophisticated tech stacks, and better data, many teams still find it difficult to generate consistent, high-quality pipeline that converts into revenue.

In this episode of B2B Marketing Futures, a global panel of senior marketing leaders comes together to unpack what’s really breaking pipeline today, whether it’s volume, velocity, quality, attribution, or misalignment between marketing and sales and how leading teams are addressing these challenges in practice.

This episode offers a practical, experience-led look at refining ICPs, using intent and engagement signals effectively, building content that moves buyers through the funnel, and creating real sales and marketing alignment without overwhelming field teams.

Participants:
• Chadia Sparrer — Senior Director, Global Integrated Marketing, Proofpoint
• Nicole Drake — Senior Product Marketing Manager, Vectra AI
• Bhargav Brahmbhatt — Senior Product Marketing Manager, LaunchDarkly

Chapters:
00:00 Introduction to Pipeline Challenges
03:09 Understanding the Pipeline Problem
07:19 The Role of Brand in Pipeline Success
11:51 Refining Ideal Customer Profiles (ICPs)
15:57 Customer Conversations as a Tool for ICP Refinement
20:54 Content Strategy and Customer Insights
24:39 Understanding the Buyer’s Journey
26:28 Channel Sequencing and Performance
32:28 Sales and Marketing Alignment
34:42 Collaborative Content Creation