This episode of Pipeline Visionaries features an interview with Rodrigo Maroni, Head of U.S. at Winnin, the cultural intelligence platform that reveals actionable insights to grow your brand’s cultural relevance exponentially. Rodrigo shares why culture is the invisible hand guiding B2B consumer decisions, why chasing trends won’t make brands relevant, and how predictive cultural data uncovers unexpected audience opportunities.
Quotes

•  We don't track things like share of voice. Really I believe that this is an outdated metric. You are only measuring your intent, not your outcome. So we use a metric we develop called share of attention. Share of attention is really a metric that takes into account, the output in there, the effect, the impact that you make in your audience.We are measuring the end game, not the starting game, so you get a real pulse on what's working.

Key Takeaways

• Culture drives growth. Every purchase decision is culturally influenced, even in B2B.
• Don’t chase trends. Predict cultural moments and map “cultural categories” to get ahead.
• Hidden audiences = growth. Insights from behavioral data can reveal unexpected segments like sneakerheads for cleaning products.
• Measure what matters. Share of attention captures true cultural impact, unlike outdated share of voice metrics.

Episode Timestamps

(05:49) The Trust Tree: Collecting behavioral data

(21:38) The Playbook: Developing cultural intelligence reports
(30:19) Dust up: Navigating gaps in metrics
(31:05) Quick hits: Rodrigo’s 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.

Links

• Connect with Ian on LinkedIn
• Connect with Rodrigo on LinkedIn
• Learn more about Winnin
• Learn more about Caspian Studios