Pipeline Visionaries · 2025-10-14 · 35 min
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 Really I believe that this is an outdated metric.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.
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