How do you lead modern marketing teams through disruption without losing purpose, clarity, or connection? In this episode of Pipeline Brew, Matt is joined by Steven Pritt, VP of Content Marketing at Thomson Reuters, where he’s built a high-performing content function that balances scale, creativity, and authenticity.

With a career spanning creative agencies, sales, and enterprise marketing, Steven shares why today’s best leaders act as stewards, not gatekeepers, and how a clear sense of purpose aligns individuals, teams, and strategy. He breaks down the difference between tension to solve vs. tension to manage, why marketing silos shouldn’t be tolerated, and what it takes to create content that’s both measurable and meaningful.

Listeners will hear Steven’s take on AI as a force multiplier, how to foster team culture from any role, and why friction is often a sign of movement, not failure. Whether you’re scaling a content team, navigating leadership challenges, or rethinking how marketing delivers value, this episode delivers practical insights for marketers leading through change.

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Guest Bio

Steven Pritt is an award-winning marketing executive with over a decade of experience in the information technology and services industry. As the VP of Content Marketing at Thomson Reuters, he has spearheaded the creation of a center of excellence that integrates content marketing, creative services, organic social media, and SEO.

Steven's leadership is characterized by his innovative approach to developing and executing comprehensive content strategies that drive engagement and conversion. He is also recognized for his expertise in team building and leveraging generative AI to modernize the content supply chain.

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Guest Quotes

“I think a demand for more authentic content is going to be really, really important. Not even just personalized content, but content that is really providing a service. Is it coming out of an attitude of really serving up information? Is it really servicing the need of what the customers are asking versus putting it out there just for a hook or a barb?”

“I think my view of leadership is really where can I bring clarity? Where can I remove obstacles for my team members? And then along the way, if I can give away as much credit, I feel like I'm doing a successful job.”

“Businesses want to use AI, they just don't know how to use it in the right way or in a more meaningful way. And I think the content marketers who can demonstrate that or show that propensity will definitely have a leg up. It's beyond just, ‘Do you know how to use ChatGPT?’”

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Time Stamps

00:00 Episode start

02:00 Icebreaker

04:15 Purpose, clarity, and team alignment

06:05 Building Thomson Reuters' content center of excellence

08:15 Centralization vs. personalization in content marketing

10:35 Managing vs. solving tension in marketing teams

13:20 Why you need a little friction

15:25 Creating culture at every level

17:05 The evolving role of content in a post-AI world

20:30 Truly authentic, high-impact content

24:25 Advice for navigating career changes

27:40 Embracing AI as a value-add, not a threat

31:10 What’s on Tap

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Links

• Connect with Steven Pritt on LinkedIn
• Check out Thomson Reuters
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

How do you build B2B marketing programs that move beyond short-term lead counts and actually deliver lasting impact? In this episode of Pipeline Brew, Matt is joined by Fiona McKenzie, CEO of Revere, a UK-based agency known for its “marketing with meaning” approach.

With nearly two decades in B2B technology, Fiona shares why today’s most effective CMOs are as commercial as they are creative. She walks through outcomes that the C-suite cares about, how to reset strategy around shared definitions, and frameworks like Revere’s Wheel of Consideration, which reimagines the buyer journey beyond outdated funnel models.

Listeners will also hear Fiona’s perspective on bold creative, selling big ideas internally, and the role of AI as “accelerated intelligence” that removes friction without replacing human judgment. Whether you’re a marketing leader rethinking measurement, a strategist tasked with growth, or a brand builder looking to stand out in crowded markets, this episode offers a roadmap for making marketing more meaningful — and more impactful.

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Guest Bio

Fiona McKenzie is the Chief Executive Officer of Revere, a strategic B2B marketing agency in the UK. With nearly 20 years in B2B technology, she leads teams that combine buyer insight, brand, and demand to create “marketing with meaning” programs that build trust and long-term growth.

Fiona believe’s the best way to produce great integrated work for clients is to have a tightly integrated team, with a relationship founded on trust, collaboration, and transparency.

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Guest Quotes

“Marketing with meaning is really the ethos that drives everything we do day to day at Revere. It’s about making sure that marketing is driving long-term programmatic approaches that deliver results. It’s all about taking marketing from being seen as short-term lead generators to long-term impact drivers. That’s what resonates with marketers, moving from tactical thinking into long-term campaigns and initiatives.”

“The buyer journey has become overly simplistic. At Revere we’ve built a new model called the Wheel of Consideration, which helps marketers see where activity really sits in the buyer journey and how to connect with customers in meaningful ways.”

“We accelerated speed of delivery on an insane level. Historically, what would’ve taken months upon months, we delivered it in six to eight weeks with an 87% reduction in investment. That’s why I call AI accelerated intelligence, not artificial intelligence.”

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Time Stamps

00:00 Episode start

01:10 Icebreaker

02:35 Fiona's career journey in B2B marketing

04:20 Lessons from stepping into the CEO role

07:15 Defining “marketing with meaning”

09:20 Why strategy must get commercial

11:40 Resetting strategy and reporting for the C-suite

14:15 How to build ROI-driven plans on a page

17:55 Selling bold creative to executives

22:40 Positioning creative work as business growth

24:50 AI as accelerated intelligence in marketing

29:55 What’s on Tap

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Links

• Connect with Fiona McKenzie on LinkedIn
• Check out Revere
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360

How do you scale campaign strategy across a complex product suite without overwhelming both your audience and your sales team? In this episode of Pipeline Brew, Matt is joined by Stephanie Almeida, Senior Marketing Manager of Demand Generation at Avalara, the automated tax compliance software powered by AI.

With over six years at Avalara and an extensive background spanning both agencies and in-house teams, Stephanie shares what it really takes to build sustainable, high-performing B2B campaigns in today’s noisy landscape. Some of the topics covered in their conversation include incorporating agility into new product lines, why content, messaging and sales should be aligned around campaigns, and how paid syndication is a still winning strategy.

You’ll also hear Stephanie’s advice for educating sales on top-of-funnel expectations, and why she says every marketer should advocate for bold, emotion-driven brand work. Stephanie brings a practical, tested perspective that’s especially relevant for marketers navigating multi-product complexity and shifting buyer behavior.

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Guest Bio

Stephanie Almeida is a seasoned professional with over 20 years of experience in the technology sector, specializing in marketing and advertising. She currently serves as the Senior Marketing Manager at Avalara, where she leads a team in developing innovative campaigns and strategies that drive brand growth and business performance.

Prior to her role at Avalara, Stephanie held key positions at several leading advertising agencies, including VML and Razorfish. Her expertise spans across various domains, including digital marketing, brand management, and integrated advertising campaigns. Stephanie is known for her ability to bridge the gap between creative teams and business stakeholders, ensuring that marketing initiatives not only resonate with target audiences but also align with company objectives and market trends.

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Guest Quotes

“As a CFO or a finance leader, tax compliance is usually not their full-time job, it’s a portion of what they do. So really making sure they have the education they need and can feel confident in that area is a lot of what we focus on. That’s where our campaigns need to meet them.”

“I believe that paid syndication should definitely be a part of a holistic marketing strategy and plan. We have seen that we typically have really strong website traffic, but just like everybody else, we've seen some declines in paid and organic search. Now with the AI answers being within the platform and getting people what they need there, it's really helpful to balance out your overall lead gen strategy.”

“You can't just go out there and be super generic with your messaging. You need to tap into people's feelings and emotions. Be funny, be something that stands out. You gotta be bold.”

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Time Stamps

00:00 Episode start

01:15 Icebreaker

03:05 Stephanie’s career journey

05:00 What is Avalara?

06:35 The challenge of scalable campaign strategy

09:05 Aligning with sales across complex product lines

12:05 How Avalara builds content around core pain points

14:05 Why paid syndication still matters

17:00 Educating sales on top-of-funnel leads

18:30 The role of brand in demand generation

20:00 Standing out in a crowded messaging world

21:20 What’s on Tap

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Links

• Connect with Stephanie Almeida on LinkedIn
• Check out Avalara
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360