In this episode, Ian sits down with Marco Mueller, CMO of AVEVA, to explore how marketing operates as a strategic growth engine inside one of the world’s leading industrial software companies.

Marco shares how AVEVA balances speed and stability in a risk-averse category, why in-person events remain one of their most powerful channels, and how the team redesigned its campaign model to move faster without sacrificing quality. The conversation dives into AVEVA’s global event strategy, including AVEVA World and 37 localized AVEVA Days.

Key Takeaways:

• In-person events compress trust timelines. Face-to-face experiences move risk-averse buyers faster than any digital channel in complex B2B.
• Speed is a design problem, not a hustle problem. Campaigns ship faster when you cut upfront complexity and build in room to adapt.
• The CMO’s real job is integration. Growth happens when marketing aligns product truth, sales reality, and customer risk.

Episode Timestamps:

* (02:08) The Trust Tree: Why industrial software marketing is built on trust
* (07:24) The Playbook: Events, positioning, and adaptive digital strategy
* (45:24) Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn
• Connect with Marco on LinkedIn
• Learn more about AVEVA
• Learn more about Caspian Studios

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