Inside Pipeline360’s Hand-Delivered Content Strategy With Matt Hummel

Get a front-row seat to a bold, unconventional approach to enterprise content with Matt Hummel, CMO of Pipeline360. In this episode, Matt shares how he personally flew out to hand-deliver a research report to over 700 marketers, shaping a content strategy built on trust.

He explains how his team uses research-driven, one-on-one conversations to create personalized content, earn credibility, and unlock new revenue. You’ll hear why he sees ABM as a relationship-first strategy, how roadshows outperform automation, and why listening, not pitching, is the real deal.

👤 About Our Guest: Matt Hummel

Matt Hummel is a B2B marketing leader who’s run content, brand, and demand generation at some of the world’s top SaaS and professional services companies including Deloitte, Thomson Reuters, Demandbase, and Pipeline360. He specializes in building content systems that connect research, product, and revenue, and is known for operational rigor, stakeholder alignment, and an honest take on what works (and doesn’t) in enterprise content. As host of “The Pipeline Brew” podcast, Matt is on the front lines of the quality vs. quantity debate, sales-marketing alignment, and real-world AI adoption in content workflows.

📻 About This Season of the Animalz Podcast: Enterprise Content Marketing

This season on the Animalz Podcast, we’re pulling back the corporate curtain to show you how the largest, most complex B2B SaaS teams actually get content out the door. Our mission: demystify these hidden machines and reveal what it really takes to run content at scale.

Hear from content leaders of some of the biggest names in SaaS sharing the systems they've built, the battles they've fought, and the lessons they've learned along the way.

⏳ Timestamps

• 00:00 – Intro: Why enterprise content engines matter more than ever
• 02:11 – Matt’s path: From Deloitte and Thomson Reuters to Demandbase and Pipeline360
• 06:43 – What 700 marketer interviews taught Matt about scaling personalization
• 13:02 – Using research to create product-driven content
• 15:51 – Stakeholder management and internal alignment
• 17:12 – Why listening leads to better content outcomes
• 19:49 – One-to-one ABM: Personalizing content at the account level
• 23:05 – Measuring impact: How content drives account growth
• 25:27 – Doing the unscalable to create a competitive edge
• 26:27 – Building trust: The case for in-person connection
• 32:23 – AI in enterprise content: What’s working and what’s not

🌐 Mentioned Links & Resources

• Pipeline360 (02:35): Content syndication and Demand-as-a-Service provider where Matt leads marketing.
• The Pipeline Brew (Podcast) (32:23): Matt’s show on content, brand, ABM, and demand generation.
• Deloitte (02:11): Where Matt previously led brand strategy.
• Demandbase (02:11): MarTech company where Matt ran demand gen before Pipeline360.
• Thomson Reuters (04:06): Global brand where Matt built early content programs.
• The Storytelling Edge (02:57): Book Matt is reading to refine brand storytelling.
• Everybody Writes (02:57): Writing reference always on Matt’s desk.

Connect with Matt Hummel for more insights on content, brand, and demand generation. Or listen to his podcast, “The Pipeline Brew,” for deeper dives into enterprise content strategy.

💡 Enjoyed this conversation? Subscribe to our podcast wherever you listen to podcasts, or head over to Animalz Podcast. You can also follow us on X or LinkedIn.