From Content to Conversion: Building Sales Pipeline Using The Librarian Mindset With Jonathan Gandolf

In this episode of The Pipeline Pioneers, we sat down with Jonathan Gandolf, Founder & CEO of Audience Plus (formerly The Juice), to talk about building pipeline the founder-led way that includes boots on the ground, field events, and dinners that convert.

Fresh off a major acquisition, Jonathan shares how Audience Plus evolved its ICP from brand marketers to demand gen leaders, what it takes to align product, sales, and marketing around that shift, and why “breaking bread” may just be the best marketing strategy out there. From the field to the funnel, Jonathan reveals how startups can build momentum in a challenging SaaS market without leaning on expensive sponsorships or outdated tactics.

Key takeaways:

• Why your ICP should drive more than just your messaging
• How small, intentional field events are outperforming big-budget booths
• The surprising value of founder-led selling in early-stage growth
• A behind-the-scenes look at how Audience Plus uses its own platform data to inform GTM strategy

If you’re a founder, marketer, or seller navigating today’s noisy landscape, this episode is your playbook for scrappy, scalable pipeline generation.