How to Drive Pipeline and Revenue with Behavior-Based Marketing

Marketing performance is no longer defined by how creative a campaign looks, but by whether it actually drives action. Many teams are still investing heavily in creative and awareness, yet struggling to see a direct impact on pipeline and revenue. As buyer behavior evolves, the gap between what looks good and what performs continues to grow. On this episode of WinsDay, we have Jacquelyn LaMar Berney, President of VI Marketing and Branding, and Bill Warshauer, Chief Revenue Officer at Tillo, to explore what is actually driving results in modern marketing. Jacquelyn brings a performance-driven perspective on why creativity alone doesn’t guarantee effectiveness, and how behavior-change marketing is being used to influence real decision-making and deliver measurable ROI. With experience leading large-scale campaigns across industries, she focuses on building strategies that move beyond awareness and drive meaningful action. Bill brings a revenue and growth lens, focusing on how rewards, incentives, and loyalty programs are being used not just for engagement, but as core drivers of pipeline and new revenue. He shares how businesses are integrating these strategies into their go-to-market approach to improve acquisition, retention, and overall performance. Topics: 1. Why Great Creative Doesn’t Drive Results 2. How Rewards and Incentives Drive Pipeline 3. Why Behavior-Change Marketing Outperforms Awareness 4. How Rewards and Loyalty Drive New Revenue This discussion connects creative strategy, behavior-driven marketing, and incentive-based growth into one core idea: results come from influencing actions, not just generating attention. For founders, CMOs, and marketing leaders, this episode offers a practical look at how to build marketing systems that move beyond awareness and consistently drive pipeline and revenue.