Why the B2B Funnel Is Broken and What Marketing Ops Leaders Should Do With Bethany Prettyman
Release Date: 04/18/2025
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Revenue Engine Podcast
Mark Stiltner is the Senior Director of Content and Web Marketing at Rapyd, a global fintech company that simplifies and advances commerce by providing integrated payment and fintech solutions across over 100 countries. With a background in advertising and journalism from the University of Colorado Boulder, he has led creative and brand strategy initiatives across multiple industries. Prior to joining Rapyd, Mark held leadership roles at agencies like Karsh Hagan and Market Creation Group, where he developed award-winning campaigns and drove brand growth. At Rapyd, he oversees content strategy...
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Why the B2B Funnel Is Broken and What Marketing Ops Leaders Should Do With Bethany Prettyman
Revenue Engine Podcast
Bethany Prettyman is the Senior Director of Marketing Operations at Huntress, a cybersecurity company specializing in managed detection and response solutions for small and mid-sized businesses. With a robust background in strategic operations, she leads initiatives that enhance marketing efficiency and drive growth. Bethany's leadership ensures that Huntress's marketing strategies effectively communicate the company's mission to protect underserved organizations from cyber threats. In this episode… The traditional B2B marketing funnel might be doing more harm than good. In an era of complex...
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Revenue Engine Podcast
Ronnie Manning is the Chief Brand Associate at Yubico, a global cybersecurity company renowned for inventing the YubiKey, which offers phishing-resistant multi-factor authentication solutions. With over 20 years of experience in agency and corporate communications, he has focused on public relations and marketing strategies to bring new technology products to market. Prior to joining Yubico, Ronnie held positions at Raytheon/Websense and Edelman Public Relations. At Yubico, he has been instrumental in promoting the adoption of hardware-based authentication solutions and advocating for enhanced...
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Kerry Rana is the Senior Director for Digital Marketing and Experience at ExtraHop, a cybersecurity company specializing in AI-based network intelligence. In this role, she built a robust digital marketing team that drove a $48 million opportunity pipeline, achieving a 3X return on investment. Prior to ExtraHop, Kerry served as Director of Bank Partnerships and Marketing Strategy at Bottomline Technologies, managing relationships with seven banks and developing targeted marketing campaigns. In this episode… Understanding the motivations behind complex B2B purchasing decisions can be the key...
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Alex Gluz is the Founder and CEO of Digital Marketing at T.A. Monroe Digital, an agency that specializes in helping B2B and SaaS companies perfect every step of their sales funnel. With years of experience in the industry, Alex has created systems and frameworks for scalable, profit-driving B2B digital marketing strategy, framework, and execution that ensures a return on every dollar spent. Alex is also the host of the Revenue Engine Podcast, a show highlighting the top leaders in technology and marketing. In this episode… The landscape of B2B SaaS marketing is more complex than ever, with...
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Building Growth Engines: Data, Compliance, and Customer Success Highlights
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Alex Gluz is the Founder and CEO of Digital Marketing at T.A. Monroe Digital, an agency that specializes in helping B2B and SaaS companies perfect every step of their sales funnel. With years of experience in the industry, Alex has created systems and frameworks for scalable, profit-driving B2B digital marketing strategy, framework, and execution that ensures a return on every dollar spent. Alex is also the host of the Revenue Engine Podcast, a show highlighting the top leaders in technology and marketing. In this episode… Businesses often struggle to balance growth with the increasing...
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Katrine Rasmussen is the Chief Marketing Officer at Pixelz, a leading provider of professional image editing and retouching services for fashion brands and retailers. With over a decade of experience in digital marketing, Katrine has navigated roles in B2C and B2B environments, specializing in enterprise marketing strategies, account-based marketing, and community building. In this episode… Building a winning strategy in enterprise B2B marketing takes more than just quick wins or short-term gains — it demands patience, precision, and a deep understanding of your audience. How do successful...
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Building Resilient Teams and Driving Data-Driven Growth With Russ Hawkins
Revenue Engine Podcast
Russ Hawkins is the President and CEO of Agilence, a data analytics company specializing in serving large retailers, grocers, and restaurant chains. With over 35 years of experience in tech, Russ has a track record of leading successful strategy transformations and scaling companies — he helped increase revenue at a prior company from $700,000 to $22 million in nine quarters. A Boston native, Russ holds dual degrees in Chemistry and English from Boston College and has a rich history of growing businesses in various states. In this episode… Success in scaling a business depends on building...
info_outlineBethany Prettyman is the Senior Director of Marketing Operations at Huntress, a cybersecurity company specializing in managed detection and response solutions for small and mid-sized businesses. With a robust background in strategic operations, she leads initiatives that enhance marketing efficiency and drive growth. Bethany's leadership ensures that Huntress's marketing strategies effectively communicate the company's mission to protect underserved organizations from cyber threats.
In this episode…
The traditional B2B marketing funnel might be doing more harm than good. In an era of complex buyer journeys and intent-driven decisions, is it still realistic, or even useful, to imagine prospects moving through neat, linear stages? What if the funnel model we’ve relied on for decades is actually leading marketing ops teams astray?
According to Bethany Prettyman, a seasoned expert in marketing operations and data-driven strategy, the funnel is no longer linear, it’s a loop. She highlights how today’s B2B buyers bounce between channels, revisit research, and often re-enter the journey post-purchase, making linear tracking obsolete. The result? Misaligned attribution models and missed opportunities to optimize real engagement. Bethany explains that the obsession with MQLs is outdated and that teams should instead prioritize intent and velocity, focusing on signals that indicate purchase readiness rather than arbitrary lead scores. This mindset shift not only improves conversion but also strengthens alignment with sales.
In this episode of the Revenue Engine Podcast, host Alex Gluz speaks with Bethany Prettyman, Senior Director of Marketing Operations at Huntress, to discuss why the traditional B2B funnel is broken. They explore why loop-based models better reflect today’s buyer behavior, how attribution should evolve, and the dangers of tech bloat in marketing stacks. Bethany also shares her agile approach to reporting and how to bridge gaps between sales, marketing, and finance.