EP 4: Turning Prospect Signals Into Pipeline

Nicole Stirling sits down with Christina St.Pierre, Director of Growth Marketing at Contentstack, to talk about how to grow the pipeline even when budgets are flat and teams are small.Christina breaks down how she combines BDRs and field marketers into one strong team, how she uses AI to sharpen outbound messages, and how her team creates personalised marketing experiences without spending a lot.You’ll hear real examples of what’s working today, how to align sales and marketing, and smart ways to personalise campaigns that actually move the needle.Here's what you're in for:00:00 – Welcome to The ROI Puzzle00:09 – How to scale the pipeline with fewer resources00:32 – Stirling Marketing wins and real results01:25 – Meet Christina St.Pierre01:47 – Christina’s team setup and responsibilities02:13 – Bringing BDRs and field marketers together06:49 – Using AI to make outbound sharper and faster10:14 – Smarter, personalised direct mail ideas12:27 – Final thoughts + how to connect—-------------------------------------------------------------Learn more at https://www.stirlingmarketing.netDon’t forget to like, comment, and subscribe for more The ROI Puzzle insights!—-------------------------------------------------------------ABOUT CHRISTINA ST.PIERREChristina is currently the Director of Growth Marketing at Contentstack, where she leads programs that strengthen marketing and sales alignment, improve outbound performance, and drive consistent pipeline growth.Previously, as Global Director of Partner Marketing at Zuora, Christina built the partner marketing function from the ground up, created Joint Market Activation Plans (JMAPs), and launched scalable partner programs that increased engagement by more than 10% and grew sponsorship revenue 5x.She is known for delivering high-impact integrated campaigns, coaching and developing teams, and bringing cross-functional groups together to achieve measurable results. Christina is passionate about building strategic, innovative marketing programs that elevate brand presence, empower people, and accelerate pipeline growthYou can reach out to Christina through:LinkedIn: https://www.linkedin.com/in/cstpierre912/ Website: https://www.contentstack.com                 ABOUT NICOLE STIRLINGNicole Stirling is the CEO of Stirling Marketing, a global marketing agency helping tech startups and scaleups accelerate growth and revenue. With over 15 years of experience in the technology industry, she has led marketing strategies for top companies like Sitecore, Acquia, and TechnologyOne, as well as emerging tech innovators across the Asia-Pacific region.You can reach out to Nicole through:LinkedIn: https://www.linkedin.com/in/nicolestirlingWebsite: https://www.stirlingmarketing.netABOUT THE ROI PUZZLEThe ROI Puzzle is a podcast that dives into one of B2B marketing’s toughest challenges, proving what truly drives results. Hosted by Nicole Stirling, the show features conversations with marketing leaders, CMOs, and growth strategists from top tech companies. Each episode explores topics like attribution, pipeline visibility, sales alignment, and the use of AI to measure impact. Listeners gain real-world insights and practical frameworks to connect marketing spend to revenue and confidently prove value to the board.To know more about The ROI Puzzle, you can visit the links below:Podcast/Blog: https://open.spotify.com/show/6ZXy9ccI8JqEAETghD7eDPYouTube: https://www.youtube.com/@theroipuzzle