The New Reality of B2B Marketing ft Matt Hummel | Hard Corps Marketing Show | Ep 464
How can marketing teams succeed when budgets shrink, expectations rise, and the pressure to perform intensifies?
In this episode of The Hard Corps Marketing Show, I sat down with Matt Hummel, Chief Marketing Officer at Pipeline 360. Matt shares firsthand insights into why the modern environment is more challenging and dynamic than ever and what leaders must do differently to help their teams thrive. With deep experience navigating resource constraints, motivating teams, and driving performance in uncertain conditions, Matt sheds light on what it truly means to lead in high-pressure marketing environments.
He breaks down why simply letting people achieve what they believe is possible is no longer enough. Instead, leaders must set higher expectations, push teams beyond their comfort zones, and foster a culture where adaptability and innovation aren’t just encouraged, they’re essential. We also explore the critical role of transparency, creative problem-solving, and clear communication in helping marketers stay resilient and effective, even when the odds aren’t in their favor.
In this episode, we cover:
- Rising expectations paired with shrinking budgets and what that means for B2B marketers trying to hit ambitious targets.
- Why leaders need to challenge teams to stretch beyond perceived limits, not just maintain the status quo.
- How transparency around constraints can open the door to creative solutions and stronger team collaboration.
- The growing importance of adaptability, experimentation, and resilience as core marketing competencies.
- The leadership mindset required to navigate uncertainty, motivate teams, and drive performance despite limited resources.
If you’re ready to strengthen your leadership approach and help your marketing team excel, even in the most challenging environments, this episode is packed with insights you won’t want to miss!
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Connect with Matt:
- Matt’s LinkedIn: https://www.linkedin.com/in/matthummel1/
- Pipeline360’s Company Website: https://www.pipeline-360.com/
- The Pipeline Brew Podcast: https://www.pipeline-360.com/resources?post_types=podcast#all
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Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Creators and Guests
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.