In this episode, Ian sits down with Henry Wagner, Chief Marketing Officer at Megaport, to explore how marketing teams can earn attention in increasingly crowded and skeptical B2B markets.

Henry shares why Megaport invests in unconventional campaigns, like building an eight-bit video game to celebrate a major company milestone, and how smaller, calculated bets often outperform large, high-risk sponsorships. He breaks down his philosophy of “doing science, not alchemy” in marketing, emphasizing rigorous testing, learning, and iteration over narrative-driven guesswork.

Key Takeaways:

Creative risk is easier to justify when bets are small and frequent. Contained experiments often deliver outsized attention with limited downside.
Great marketing teams run science, not alchemy. Measurement, iteration, and learning beat intuition and narrative.
LLMs change discovery, but not the need for authority. Clear, structured, problem-focused content still wins—measurement just looks different.

Episode Timestamps:

*(14:16) The Trust Tree:

*(17:56) The Playbook:

*(46:32) 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.

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What a B2B Video Game Teaches Us About Earning Real Attention