B2B Marketing Podcast: Recent Episodes
B2B Marketing
In this episode of Bare-Knuckle B2B, our hosts Kavita Singh and Matt Hicks sit down with Fujitsu’s Andrea Clatworthy to ask a blunt question: have we hit peak martech? With 15,000+ vendors, low adoption, and only a fraction of functionality actually used, they dig into why marketers keep getting dazzled by shiny platforms, how to stop treating tech as a crutch for weak strategy, and why clicks, impressions, and other vanity metrics are quietly devaluing marketing in the boardroom. Andrea shares how Fujitsu has deliberately avoided the “mega ABM platform” route, instead using a lean spine of CRM, automation, intent data, and smart agency partnerships to get the outcomes without the bloated stack.They also explore how AI is amplifying both the promise and the problems of martech—from cheap, fractional tools creeping into teams to leaders overestimating cost savings and underestimating the adoption effort. Andrea warns that without a clear strategy, strong skills, and a shared view of what good looks like, AI and martech risk becoming expensive comfort blankets rather than genuine growth drivers especially when marketers are still rewarded for vanity metrics instead of meaningful business impact. If you like this episode, check out our first Bare-Knuckle B2B episode with Harry Davies here: https://www.b2bmarketing.net/podcasts/bare-knuckle-b2b-client-agency-relationship/
Propolis, to unpack the findings from The B2B Nation Series, Volume One: United Kingdom. James explained why nearly half of UK output is already B2B, why consumer metrics are misleading our understanding of national performance, and how the UK’s true strength lies in exporting trust, expertise, systems, and standards.Together, they explored what this means for B2B marketers operating in an AI-enabled, geopolitically volatile world. You’ll hear why marketing must move from lead generation to strategic intelligence, how AI will make trusted brands more valuable, and why the future CMO will look more like a chief growth strategist than a campaigns lead. If you want to understand where the UK’s real competitive advantage lies, this episode is a must-listen. We also recommend checking out the full report here: https://www.b2bmarketing.net/reports/the-b2b-nations-uk-report/
In a world where AI can churn out content at scale, have B2B marketing teams forgotten how to truly create? In this episode, Wolters Kluwer Health’s Director of Marketing Content Experience, Karen Cooper, joins David Rowlands to unpack what happens when high-velocity marketing crushes creative space. She shares what she’s seen across agencies, in-house teams, and multiple industries when goals keep rising, work keeps piling up, and leaders quietly expect AI to “solve it all.”Karen explains why AI should be treated as a research and efficiency partner—not the author of your brand—and how the real competitive edge still lies in human storytelling, judgement, and collaboration. From the hidden costs of burnt-out creative teams to practical ways leaders can design processes, governance, and culture that protect originality, this conversation is a blueprint for marketers who want to move fast without becoming generic. In addition, B2B Ignite takes place on 1 July in London.Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite
marketing, why attribution will never be an exact science (and why that's okay), and how CMOs can build the trust needed to secure investment in brand and thought leadership.If you're looking to take ownership of the growth agenda and thrive in what could be a golden age for B2B marketing, this episode offers a practical roadmap. B2B Ignite takes place on 1 July in London.Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite
In this episode of the B2B Marketing Podcast, Kavita Singh sat down with Adam Bertelsen, AI Workforce Transformation Lead, Baringa to unpack how agentic AI is reshaping the way work gets done and what it really means for B2B marketers.Adam shares cross-industry lessons from sectors like law, financial services, media, and government, revealing the patterns in which tasks AI absorbs first and why creative judgment, brand instinct, and relationship-building still sit firmly in the human camp.Together, they explore the five “human-native” capabilities that matter more as AI matures: translation and judgment, accountability and trust, embodied presence, taste and provenance, and relationship-building. Adam and Kavita also dig into why so many organizations are failing to see real productivity gains from AI, how to move from experiments to strategic value, and why the smartest leaders are treating AI as an operating model shift rather than a tool rollout. If you’re under pressure to prove ROI from AI without sacrificing distinctiveness, this episode is a must-listen. In addition, B2B Ignite will be taking place on 1 July in London.Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite
This week, we kicked off our new series: Bare-Knuckle B2B, a partnership between Lesniak Swann and B2B Marketing. The first episode features Harry Davies, VP of Marketing and Strategy Investment and Effectiveness, Sage as he breaks down the evolving client-agency relationship.Hosted by Matt Hicks, Strategy Director at Lesniak Swann and Kavita Singh, Head of Growth Solutions Content, B2B Marketing, this episode strips away the fluff around the client–agency relationship. They dig into the real value an agency should deliver, and call out red flags like adversarial dynamics, “pitch team vs delivery team” bait-and-switch, and creative ideas that ignore commercial reality.The conversation also explores how AI and knowledge bases can close the information gap between clients and agencies—turning good people into better people rather than just cutting costs. If you’ve ever wondered whether your agency is truly an extension of your team, or how to spot when the relationship is drifting off-course, this episode is for you.
Founder of Turtl, to explore why traditional, lead‑centric B2B marketing models are breaking down and what needs to replace them.They kick off by unpacking Nick’s opening slide for B2B Ignite, drawing parallels between the 1927 Solvay Conference and today’s B2B marketing challenges, and arguing that the classic funnel and MQL mindset are no longer enough. Nick explains why marketers must focus on buying groups, intent signals, and “digital body language” to truly influence complex purchase journeys, and why a shared language between sales and marketing is critical to turning data into decisive action.He closes by calling for a new worldview in B2B marketing - one that’s brave enough to abandon outdated paradigms in order to drive future growth. Hear more at B2B Ignite on 1 July in London, where Nick will deliver his keynote session.Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite
industries, discusses staying close to customer needs at Deliveroo Work, and highlights current shifts in effective B2B channels and content. Plus, if you want to know the brands getting it right in the industry, Amie shares a few brilliant examples.This episode offers a compelling glimpse into the critical topics Amie will explore further at our B2B Ignite Conference on July 1st in London, inviting marketers to uncover valuable strategies for authentic connection and dispelling common misconceptions. Attend B2B Ignite to unlock Amie’s full session and many more B2B marketing insights. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite
In this week’s episode of the B2B Marketing Podcast, in association with Omne, Kavita Singh sits down with the ‘UK Agency of the Year’ to explore the tension between creativity and commercial impact.Joined by Anna Massey, Strategy Director at Omne, and Andrew Green, Creative Director at Omne, the discussion unpacks what commercially effective creativity really looks like in practice. From the mistakes B2B marketers make in brand and demand generation to the challenges of uncovering and applying insight, this episode is essential listening for marketers looking to drive stronger commercial results.The team also explores what an effective partnership between strategy and creative teams should look like, the biggest hurdles in measurement, and the thinking behind Omne Connect — a platform built specifically for the foodservice and away-from-home sectors.Want more? Omne will also be highlighting its ‘UK Agency of the Year’ win in a brand-new case study, released on June 4.
In this week’s episode of the B2B Marketing Podcast, Richard O’Connor, CEO, B2B Marketing is joined by Fiona McKenzie, President, Europe, Marketbridge to tease her upcoming keynote session at B2B Ignite. This week, Fiona joins us to explore why AI alone won’t fix your go-to-market (GTM), and why the real unlock is a systems-thinking CMO. We dive into GTM as a true growth operating system, spanning marketing, sales, product, data, and technology, all while examining how AI is both accelerating innovation and exposing silos, fragmented data, and broken processes. She also shares practical steps for CMOs and marketing managers to move from reactive, campaign-centric activity to proactive, growth-driving initiatives that challenge long-held assumptions and bring sales and marketing closer together.Like this week’s episode? B2B Ignite will be taking place July 1st, 2026. B2B Ignite is your espresso shot of real-world marketing perspectives. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out. https://events.b2bmarketing.net/b2bignite
B2B marketing is getting harder. Buyers are more complex, content is everywhere, and trust is now the deciding factor. In this week’s episode, David Rowlands sits down with Lee Odden, CEO, TopRank Marketing about Best Answer Marketing (BAM) – a six-pillar framework designed to help brands become the most credible and relevant voice in their market. They explore the impact of AI-driven content overload, why trust signals like research, influencers, and earned media matter more than ever, and how buying groups have expanded far beyond the traditional few stakeholders. Lee also explains why marketers need to focus on the 95% of buyers not yet in market, and what it takes to build visibility and confidence before demand is created.If you want to shift from content volume to commercial impact, this episode offers a clear and practical way forward.
In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with Hannah Podbury-Neal and Emma Halewood from foodservice marketing agency Omne to discuss their 2025 award win for ‘UK B2B Agency of the Year’.They begin by exploring how Omne succeeded in a category typically dominated by large, multi-sector agencies and why being a specialist agency proved to be a strength rather than a limitation. Hannah and Emma also share how their expertise-led proposition has driven commercial success and close client relationships, from strong client retention rates to impressive year-on-year gross income growth and much more.Later in the episode, they discuss how marketers can stand out and differentiate themselves in an increasingly AI-driven world and they tease what’s next for Omne. If you’re looking to shift from activity-based marketing to a more commercially focused approach, this episode is a must-listen for B2B marketers. Stay tuned for a report off the back of this podcast which will be out in spring 2026.
In this week’s episode of the B2B Marketing Podcast, David Rowlands sits down with Jason Bradwell, Founder of B2B Better – a podcast marketing agency focused on turning podcasts into pipeline.Jason shares the career journey that shaped his core belief: true differentiation comes from a strong point of view and the people behind it. From there, the conversation dives into how Covid-19 reshaped B2B podcasting and the common pitfalls many brands still fall into today.One of the biggest? Relying on impressions and downloads as success metrics. They explore why podcasts often go off track due to unclear goals, weak strategy, and misaligned expectations and why an account-based approach can be far more effective. You’ll also hear their take on building a thoughtful, ethical guest strategy and how to design your podcast around the buyer journey to drive real impact.And if you’re thinking about expanding into channels like TikTok, YouTube Shorts, or other short-form formats, stay tuned for Jason’s perspective at the end.
In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with Dan Miles, Executive Vice President at The Hoffman Agency, to explore the growing impact of AI on brand and content strategies.They kick off the conversation by examining how buyers are changing the way they research solutions and whether organic traffic is really on the decline (spoiler: it isn’t). The discussion also looks at the early warning signs that a company is already becoming invisible in generative AI outputs, and which brands are best positioned to win in this new marketing landscape.This episode is a must-listen for anyone looking to understand how generative and agentic AI are reshaping the market. If you’re looking for practical solutions and frameworks to help make your brand more visible in AI-driven environments, we’ll also be hosting a webinar on April 23 at 3pm BST. The session will feature further insights from Dan alongside an expert panel. Register here: https://www.b2bmarketing.net/webinars/why-generative-and-agentic-ai-is-the-new-paradigm-for-content-strategy/
In this week’s episode of the B2B Marketing Podcast, Kavita Singh sat down with Anna Pfeifhofer, ABM Lead - Global ABM, HPE, to discuss her upcoming session at the European ABM Forum.We kick off the session by discussing why ABM teams might be struggling in today’s current marketing landscape. From there, Anna discusses why having a very rigid ABM setup can actually set up teams to fail. On the flip side, she also touches on why having too much flexibility can create chaos. If you’re looking for that sweet spot of consistency and flexibility in a mature ABM program, stay tuned until the end as Anna shares what that looks like in practice.If you want to hear more from Anna, she is appearing at The European ABM Forum on 26 March in Amsterdam. Anna will share her experiences of running global ABM initiatives and offer advice on how to design a growth engine that performs even in uncertain times.If you are looking for practical advice on how to build account-based strategies that deliver growth, no matter the market conditions, then the Forum is a must. Listeners of the podcast can save 20% on their ticket by using the discount code PODCAST at checkout. You can find out more and book here: www.europeanabmforum.com
In this week’s episode of the B2B Marketing Podcast, Kavita Singh sat down with Dan Roche and John Cheney from Workbooks to discuss their Gold wins at the 2025 B2B Marketing Awards.Workbooks won the Gold award for ‘Best brand initiative under 100k’ as well as the ‘Grand Prix’ for their No BS CRM campaign. Joined by Dan Roche, CMO, Workbooks and John Cheney, CEO, Workbooks, this episode covers everything about their award-winning campaign.Dan and John reveal how a fearless creative approach helped them stand out in a crowded CRM market, how they navigated board-level scepticism, and how the campaign delivered real commercial impact. They also share behind-the-scenes insights from the filming process and campaign launch. Stay tuned until the end as they offer practical advice for businesses looking to create brilliant campaigns on limited budgets.If you like this week’s episode, we will be releasing an in-depth report about Workbook’s win in March. For the full list of winners at the awards, check out this report in the meantime: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/
In this week’s episode of the B2B Marketing Podcast, David Rowlands spoke with Paul Collier, CMO, FunnelFuel; Chris Omotosho, Managing Director, UK, Gravity Global; Nick Watmough, Executive Creative Director, The Croc; and Jon Buckthorp, Commercial Director, Differentiated. As we close out 2025, it only felt right to end with a conversation inspired by the year’s standout work. Drawing on insights from across agency, brand and creative leadership, the panel discusses what made this year’s award-winning campaigns at the B2B Marketing Awards resonate.The conversation opens with a focus on the growing role of emotion and creativity in B2B, with brands increasingly doing their best work by connecting on a human level. From there, the discussion turns to the rapid influence of AI, the rise of experiential marketing, and a noticeable shift away from product-first messaging in favor of more meaningful, human-to-human engagement in an increasingly AI-driven landscape.The panel also reflects on Gravity Global’s ‘Global B2B Agency of the Year’ win for the second year running, before diving deeper into some of the more thought-provoking themes emerging from the awards. In particular, Jon explores how concepts like content dysmorphia and thought theatre are influencing both creative strategy and how brands show up in-market (ideas first unpacked in a previous episode with Differentiated).If you’re curious about the other award-winning campaigns highlighted at our 2025 awards, check out our Winners Report here: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/
In this week’s episode of the B2B Marketing Podcast in association with HelloKindred, Kavita Singh is joined by Roland Glass, Chief Commercial Officer, HelloKindred as well as Sarah Thomas, the Group Chief Marketing Officer, EVP, over at Capgemini.Off the back of the Propolis Leader’s Forum, they dig into what truly drives high-performing marketing teams, from adaptability and intellectual curiosity to data fluency and modern leadership behaviors. Roland also breaks down how a resource network works, why it differs from traditional org structures, and how dynamic resourcing can unlock real agility. Stick around to the end to hear the mindset shift Roland and Sarah say every marketing team needs to cultivate continuous learning. Want more insights from the Propolis Leaders Forum? Explore the event highlights here: https://www.b2bmarketing.net/propolis-leaders-forum-takeaways-blog/
In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing caught up with Vanessa Schotes, CMO, Enfuce. Shortlisted for B2B Marketer of the Year at the 2025 B2B Marketing Awards, Vanessa explains how marketing helped drive 450% growth in new territories and achieve a marketing ROI of 5:1. If you want to attend the B2B Marketing Awards ceremony in London this year, you can find out more information here: https://events.b2bmarketing.net/b2bawards
Advocacy, Qlik.The episode kicks off with the trio discussing the current competitive landscape of B2B marketing, underscoring why it’s difficult to stand out and what brands can do to feel original. They highlight the relationship between brand and demand, emphasizing the need for both authenticity and strategic partnerships while also addressing the role of AI in enhancing creativity. If that wasn’t enough, they also touch on why breaking down organizational silos and focusing on customer needs can lead to memorable campaigns that really resonate. And if you’re looking for top-tier brand activation examples, they touch on Astronomer and New Balance’s ability to create compelling stories while also incorporating humor.
Science: Exploring new horizons built on belief. The conversation begins with a thought-provoking look at the difference between trust and belief, before Jon shares some striking findings from their in-depth research. For example, did you know that decision-makers are spending around two hours a day engaging with marketing material, yet many don’t finish what they start, and two thirds never make it to the conclusion? This was just one of many takeaways discussed in the episode.From there, Jon defines content dysmorphia and thought theatre, and explains how these play out in today’s marketing landscape. Jon also considers the role of AI in an increasingly sceptical climate, raising important questions about how brands can cut through and connect meaningfully. If you’re curious about any of these themes from the report then this episode is a must-listen.
In this week’s episode of the B2B Marketing Podcast in association with Revere, we dive into the essentials for strategic and financial planning as we head into 2026. We’re joined by Fiona McKenzie, CEO, Revere to chat about everything from why you should be starting with your business vision to the key to tailoring your plans to your C-suite and much more.But that’s not all. We also explore smart budgeting moves every marketer should be making. If you’re not already setting aside a slice of your budget for creative, in-the-moment opportunities, you’ll definitely rethink your approach after this episode.If you’re looking to become the commercial marketer, we highly recommend listening to this week’s episode. Plus, you can check out our Commercial Marketing Guide: https://www.b2bmarketing.net/reports/b2b-commercial-marketer-skills-guide/
Did you know that 95% of brands lack a solid sound identity? If you’ve never given much thought around audio branding, then this podcast episode is a must-listen. In this episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Neil Montgomery, Audio Brander, Almost Nothing Audio Branding.To kick off the episode, Neil shares his journey from a music degree to a sales role and a big four accounting firm, before transitioning to audio branding. He discusses the impact of audio branding on brand recognition, citing Intel's 1995 jingle and Netflix's audio logo as examples.Not only does the episode cover the science behind audio branding but Neil also addresses its revenue impact, as well as its place on social media platforms such as TikTok and Instagram. If you’re looking to build a strong audio brand, stay tuned until the very end.
We’ve just announced our 2025 B2B Marketing Awards Shortlist, and we are joined by FunnelFuel, Differentiated, Gravity Global and The Croc to break down some of the juicy details behind this year’s theme and campaigns.In this podcast episode, we were joined by Sarah Townsend, Head of Growth & Innovation, The Croc; Chris Omotosho, Managing Director, UK, Gravity Global; Paul Collier, CMO, FunnelFuel; and finally last but not least Jon Buckthorp, Commercial Director, Differentiated. The group discussion kicks off with an overarching look at the B2B industry and how it has led to compelling campaigns that are data-back, creative and commercially successful. In addition, they chat about some of the big categories like ‘Best use of AI’, ‘Most commercially successful campaign’ and ‘Best campaign with a limited budget’. And if you’re looking for thought leadership advice throughout, find out the key traits to success; plus, why failing in today’s competitive environment can actually be a positive way of upskilling your team. This year's winners will be announced at the B2B Marketing Awards ceremony on 26 November 2025. You can find all the ceremony details and table booking information on the event website: b2bawards.net.
In this week’s episode of the B2B Marketing Podcast, Kavita Singh spoke to Matt Hicks, Strategy Director, Lesniak Swann to describe the data trap that marketers often fall into when creating campaigns. In our podcast episode, Matt does validate the importance of data, but stresses that data alone can lead to dogma, and dogma doesn’t make for effective marketing. The two also chat about everything from why strategists love data so much to the metrics that need to be measured beyond the standard KPIs. If that wasn’t enough, Matt uses a metaphorical sandwich and the great magician Aleister Crowley to explain what a 'magick' moment in B2B marketing looks like. Curious what that means? Listen to find out all.
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Jake Bird, Director, JI Marketing to discuss the importance of AI readiness and strategy. They discuss why AI should be woven into your operations not treated as a side project and the risks of relying too heavily on sales bots or overlooking legal issues with AI-driven content. Plus, if you want to find out Jake’s view on the future of AI in marketing, we recommend staying tuned until the very end of this week’s episode.
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Head of Growth Solutions Content, B2B Marketing, spoke with Omne about the evolution of brand into a data growth engine. We were joined by Michael Gividen, CEO, Omne and Anna Massey, Strategy Director, Omne who chatted about everything from the fading relevance of persona marketing to the rise of more creative B2B strategies and the shifting role of influence in the modern B2B landscape. We also dive into what B2B marketers can learn from FMCG brands; plus, stick around for insights on the future of AI in marketing and much more.If you like this episode, check out previous episodes we did with Omne below:https://www.b2bmarketing.net/podcasts/fmcg-companies/https://www.b2bmarketing.net/podcasts/omne-agency/
In this week’s episode, David Rowlands, Head of Product, B2B Marketing spoke with Jada Balster, VP Global Marketing, TravelPerk to discuss all things rebranding. They first chat about Jada’s experience with other companies such as Workfront and Adobe before jumping into TravelPerk’s recent rebrand. If you’re looking to create allies in the boardroom, impact sales cycles with a strong brand and understand rebranding’s strategy beyond the design, we highly recommend checking out this week’s episode. In addition, find out how the new brand is working out over at TravelPerk, including their overhaul on demand gen campaigns. Plus, if you want to learn how to future-proof your global marketing team, stay tuned until the very end.
Oftentimes, B2B buyers have a list of vendors in mind before they’ve even started the purchase process. So how can brands make sure they’re on that list and increase their chances of winning the deal?In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Head of Growth Solutions Content, B2B Marketing spoke with Matt Hicks, the Strategy Director at Lesniak Swann to unpack this very topic.They dive into how brands can build early awareness through standout content and thought leadership, which channels are most effective, and what metrics actually matter. Plus, if you want to find out what NOT to do in order to get on the purchasing shortlist, stay tuned until the end where Matt explains a very common mistake.
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing, sits down with Scott Leatherman, the newly appointed CMO of Aviatrix, to explore his career journey and unpack some of the most pressing topics in B2B marketing today.Scott shares his early experiences in Silicon Valley’s startup scene and how they shaped his path to becoming a CMO. He also dives into his first strategic moves in the role - strengthening the marketing team and partnering with agencies, Clear Digital and Global Results Communications.Beyond his professional journey, Scott discusses the critical importance of cross-functional alignment, particularly with sales and the Chief Revenue Officer. The conversation also explores how large language models (LLMs) are empowering marketers to meet the growing demand for content and where AI is headed next.
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Ben Lee, Head of Data & AI, Bidwells ahead of his upcoming sessions at B2B Ignite 2025.Ben shares his journey into the world of AI—starting with tools like Jasper—and how he’s gone on to integrate AI into his work at Bidwells, even taking home the Gold for ‘Best Use of AI’ at our 2023 B2B Marketing Awards.And if you haven’t jumped on the AI bandwagon yet, Ben offers insights into how AI can empower your marketing efforts—from content creation and personalization to aligning strategies with business outcomes. He also dives into the issues of AI risks and regulation, helping marketers adopt a more balanced approach to technology.If you want to hear more from Ben, he is appearing not once but twice at B2B Ignite this year on 2 July! He’ll be presenting on how to transform professional services with systems thinking and AI – plus, he’ll be debating on the side of AI at The Great AI Debate!For B2B marketers wanting to stay relevant and ahead of the curve in the age of AI, B2B Ignite is a must-attend – and the good news is, there are still tickets remaining. You can find out more and book here: https://events.b2bmarketing.net/b2bignite2025/home
What is agentic AI? And why is it important? In this week’s episode of the B2B Marketing Podcast, we spoke to Hut 3 about the very topic and how it can be implemented in the various ABM stages. We’re joined by Darryl Merkli, Head of AI Studio & Services, Hut 3 and Andy Johnson, Founder and Director, Hut 3. The trio discuss everything from how Hut 3 built their own agentic AI workflows to striking the balance between the human touch and AI technology. Plus, if you want to find out Hut 3’s top tips when it comes to AI data privacy, stay tuned until the very end.If you’d like to learn more, we recommend checking out our Martech Vendor Spotlight Reports on ABM and AI here:https://www.b2bmarketing.net/reports/b2b-ai-marketing-tools-2025/https://www.b2bmarketing.net/reports/martech-vendor-spotlight-report-2025-for-abm/
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, spoke with Khalid Aziz, Marketing Director B2B, Canon, UK & Ireland. Khalid discusses his journey with Canon while highlighting the company's diverse product portfolio. In addition, he also touches on the impact of hybrid working on Canon's sales strategy, emphasizing digital workflow solutions and cybersecurity measures. Plus, he shares why collaboration across departments can lead to business growth and profitability. If you’re looking to shift your mindset around commercial success, we highly recommend checking out our Propolis Strategy Pack on Commercial Marketing here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, sat down with Sarah Roberts, Group CMO, Boldyn Networks to discuss her rebranding strategy over the past two years. She discussed how the company was able to emphasize authenticity to align with the company's culture and purpose; thus, delivering a 40% increase in brand score and an 8% rise in website traffic in the first year, along with improved lead generation and digital strategy success.In addition, the two talked about how the relationship between the CPO and CMO is extremely crucial for maintaining consistency in how the company represents itself. Plus, if you want a throwback to our previous episode with Sarah when the rebrand just happened, you can listen to the episode here: https://www.b2bmarketing.net/podcasts/how-to-nail-your-rebrand-with-boldyn-networks-sarah-roberts/
In this week’s episode of the podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke to Omne about fast-moving consumer goods (FMCGs) from a B2B perspective. Joining her was Anna Massey, Strategy Director, Omne and Scott Sinfield, Creative Strategist, Omne who both discussed how and why B2B has made its way into big FMCGs.They also talk about how brand loyalty differs from B2B vs B2C, why the FMCG space is getting smarter in terms of being data-driven, as well as the strategic changes brands need to consider. Plus, if you want to find out what’s next for big FMCGs, we recommend staying tuned until the very end. Want to check out previous episodes with Omne? Check out these links below:https://www.b2bmarketing.net/podcasts/omne-agency/https://www.b2bmarketing.net/podcasts/how-to-create-an-award-winning-purpose-led-marketing-campaign/
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Iris Meijer, Chief Marketing & Product Officer at Verizon.David and Iris talk about the importance of becoming a commercial marketer, and why the relationship with your product team is absolutely critical. Iris also talks through how she approaches rolling out AI at Verizon, without losing that human-to-human, emotional connection that is so important for building real connections and trust with your audience.If you’d like to learn more about how you can become a commercial marketer, just head here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Monica Kumar, EVP and CMO of Extreme Networks - a leader in cloud networking.Monica talks through her engineering background, and how she moved her way up from the factory floor all the way to leadership in the boardroom. They talk through how marketing has evolved over the past five years and the need for marketers to put stories at the heart of everything they do.If you’d like to check out our ‘Commercial Marketer Strategy Pack’ discussed on this episode, you can find this here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/
In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing spoke with the Omne team about their growth over the past few years as well as its placement in our most recent benchmarking report. We’re joined by Michael Gividen, CEO, Omne; Rebecca Lewis-Stanton, Director of Client Growth, Omne; and Chris Davies, Managing Director, Omne. In our 2025 UK Agencies Benchmarking Report, Omne landed in the top 10 agencies with the highest gross income - and off the back of such an achievement, we wanted to chat with them to find out the secrets to their success. We chatted to the team about everything from the key to collaborating with clients and building a relationship with them to why your marketing team needs to be prioritizing a commercial strategy and much more. Plus, if you want to find out what’s next for this award-winning agency, we highly recommend listening to this episode.Check out the full UK Agencies Benchmarking Report here: https://www.b2bmarketing.net/reports/top-marketing-agencies-uk-2025/
In this week’s episode of the B2B Marketing Podcast, we spoke to Benefex about their joint Gold win for ‘B2B Marketing team of the year’ at our 2024 B2B Marketing Awards. We sat down with Sally Winter, Marketing Director, Benefex to reveal all. We kicked off the conversation by discussing the structure of Benefex’s team and how they were able to experience a huge amount of growth in just a few years. In addition, Sally touches on how to find the right people to deliver on the marketing strategy. Plus, they also talk about how to use your knowledge and expertise and apply it to different functions within the business. Want to learn more about the award winners? Check out our Winners Report: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2024/
In this episode of The B2B Marketing Podcast, David Rowlands catches up with Siddharth Taparia, Global CMO of real estate advisors and professionals, JLL.David and Siddharth talk through the role of a Global CMO at a Fortune 500 company, how Siddharth builds (and measures) commercial marketing strategies, and how JLL is using AI to drive efficiency and effectiveness in everything they do.
In this week’s episode of the B2B Marketing Podcast, we spoke with Paul Cash, Founder, Rooster Punk and Georgie Burks, Brand Manager, Allica Bank to discuss their award-winning campaign ‘Get your money hat on’.The campaign won the Gold for ‘Best use of creative’ and the Bronze for ‘Best brand initiative’ at our 2024 B2B Marketing Awards. We break down everything from what the win meant for both Rooster Punk and Allica Bank to how they were able to produce such a creative concept using a bowler hat. Find out how Rooster Punk was able to achieve 60 million impressions within a target audience of 60,000 SMEs, as well as how to create winning campaigns to gain notoriety and recognition.Want to learn more about the award winners? Check out our Winners Report here: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2024/
In this week’s episode of the B2B Marketing Podcast, we spoke with The Think Tank about their win for ‘UK B2B agency of the year’ at our 2024 B2B Marketing Awards.We were joined by Liam Bateman, Founder & Managing Director, The Think Tank and Ros Rowlatt, Digital Media Director, The Think Tank. The duo discuss everything from how they executed one of their most successful campaigns to how they were able to upskill their employees through a unique training program. If that wasn’t enough, Liam shares his top tip if you’re looking to become an award-winning agency like The Think Tank. Stay tuned as we will be releasing a more in-depth report later on in March.
In this week’s episode of the B2B Marketing Podcast, we spoke to Paul Collier, CMO, FunnelFuel to discuss the current digital advertising landscape in 2025. Last year, we reflected on the demise of third-party cookies in bespoke research with FunnelFuel, and this year, we’re looking beyond cookies and addressing tangible solutions for marketers. We discuss everything from IP targeting and curation platforms to contextual advertising and much more. Plus, if you want to find out the mindset marketers should be having when it comes to privacy regulations, this episode is unmissable.To see all the insights we discovered last year, check out our report here: https://www.b2bmarketing.net/reports/future-ready-how-to-adapt-to-fading-cookies/
In this episode of The B2B Marketing Podcast, David Rowlands catches up with Matt Allen, Director of Business Development & Marketing at real estate adviser Bidwells. In November 2024, Matt was awarded Marketer of the Year at our annual B2B Marketing Awards for his outstanding work at Bidwells, which put the company at the heart of a £60 billion opportunity for the economy.In this episode, David and Matt talk through Matt’s approach to B2B marketing, the specifics of the aforementioned initiative, and why great commercial marketers think about the business first, and marketing second.If you’re interested in learning how to become a commercial marketer just like Matt, check out how our marketing community, Propolis, can help you achieve just that, by learning more here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/
In this week’s exciting episode of the B2B Marketing Podcast, we broke down the B2B Marketing Award winners with a lovely lineup of guests including Jason Talbot, Managing Director, The Croc, Colin Wheeler, Managing Director, Survey Solutions, Paul Collier, Fractional CMO, FunnelFuel and lastly Rich Watts, Board Member & Co-Founder, SiteBox.We sat down to discuss all the highlights from ‘Best use of customer insight’ to ‘B2B marketer of the year’ and ‘B2B marketing team of the year’. Plus, they share some of their favorite moments from the evening as well as what the winners say about the industry today. If that wasn’t enough, you can check out our B2B Marketing Awards Winners Report 2024 to find out more about the Gold, Silver and Bronze winners.This episode is sponsored by FunnelFuel, The Croc, SiteBox, and Survey Solutions.Want to make sure you're the first to know when 2025 entries open? Register your interest in entering the B2B Marketing Awards 2025 here: https://survey.sogolytics.com/r/m2CRKK
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with the Radish team about some of the global brand campaigns they’ve achieved. From the key to gaining C-suite buy-in on a global scale to their brilliant KellyOCG ‘No Fluff’ campaign, this episode is jam-packed with insights from Head of Strategy, Chris Willocks, Radish and Renaye Edwards, Co-founder and MD, Radish. If that wasn’t enough, they also share some advice on how to keep your stakeholders aligned when operating in different regions across the globe.
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing, spoke with Robert Norum, ABM & Demand Strategy Expert, Propolis, to talk about some ABM trends and patterns this year.And with our 2024 B2B Marketing Awards on the horizon, we fed every submission for our ‘Best use of ABM’ category through secure AI technology. And the results? Robert and Dave discuss everything from why thought leadership and ABM go hand-in-hand to whether or not intent data is a must-have in your ABM programs. Plus - are digital transformation, sustainability the future of ABM? The duo reveal all in this week’s episode.The two also talk about the most-used types of ABM and incorporate Robert’s ABM models into the conversation, which if you’re feeling especially inspired after this episode, we recommend checking them out: https://www.b2bmarketing.net/reports/how-to-develop-a-scalable-1many-abm-strategy/https://www.b2bmarketing.net/reports/master-11-account-based-marketing/https://www.b2bmarketing.net/reports/unlock-1few-abm-success-through-proven-strategy/
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with a handful of marketing leaders about the challenges with both recruitment and retention in B2B marketing. This episode in association with Hello Kindred features Sarah Thomas, Group Chief Marketing Officer, EVP, Capgemini; Roland Glass, Chief Commercial Officer, Hello Kindred; and Nick Burbidge, Managing Director, 368. They delve into everything from the challenges that exist in the B2B industry to how to encourage your employees’ growth and traits to look for in potential candidates. In addition, the trio also cite some excellent examples from their own leadership experiences including one top tip for refueling on your creativity.
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Rachel Exton, VP of Global Marketing at Pearson English Language Learning.Rachel chats through the recent transformation she led within the marketing organisation, explaining the steps she went through, as well the core things all B2B marketers should keep in mind.
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Michael Ruby and Greg Cavaluzzo from Park & Battery to discuss their Gold win at the 2024 B2B Marketing Elevation Awards for ‘Best use of content’.The trio discuss everything from how music therapy can impact one’s mental health to how they were able to obtain significant media placements pro bono and much more. And if that wasn’t enough, Michael and Greg share the key learnings from the campaign and some advice for those entering award season.Speaking of awards, the B2B Marketing Awards is fast approaching - if you’d like to attend, feel free to check out our website and enquire for more details: https://events.b2bmarketing.net/b2bawards/ceremonyandtables
How do you build a B2B growth services business from scratch? That was the key question that we wanted to ask Craig Dempster, the founding CEO of Trilliad, which has announced its arrival with a clutch of acquisitions (including 2023 Global B2B Agency of the Year Just Global) and the promise of more to follow. We interviewed Craig for the latest episode of the B2B Marketing Podcast, where we discussed the significance of Trilliad’s strategy to build a services business that could deliver against the entire B2B growth agenda – meaning encompassing services for sales and customer success as well as marketing. We also asked him about what tempted him back out of retirement following the sale of Merkle, where he had been CEO, as well as the secret to a great acquisition.
In this week’s episode of the B2B Marketing Podcast, Paul Collier, Fractional CMO and Business Development Consultant at FunnelFuel sat down with Kavita Singh, Senior Content Editor, B2B Marketing, to talk about their newest report: Future-ready: How to adapt to fading cookies: https://www.b2bmarketing.net/reports/future-ready-how-to-adapt-to-fading-cookies/As B2B marketers face a huge shift away from cookies, the report highlights some insights to help navigate the transition seamlessly. In our podcast, the duo talk about everything from the impact of Google delaying third party cookies indefinitely to some of the surprising stats from the report. Plus find out why Paul wants listeners to think beyond cookies and more towards the digital advertising landscape as a whole. If you like this episode, we encourage you to check out the full report, which is free to download. In addition, you can listen to Part 1 of this two-part podcast: https://www.b2bmarketing.net/podcasts/why-ignorance-is-not-bliss-when-it-comes-to-the-deprecation-of-third-party-cookies/
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Ross Howard, Product Marketing Director, Inbox Insight. The two chat about the research Inbox Insight presented at our Propolis Leader’s Forum this year.They chatted about some of the biggest misconceptions when it comes to purchasing decisions, what content channels buyers are utilising, as well as the importance of trust - and how to cultivate this from a brand perspective over a long period of time. Plus, if you love a stat, Ross is chock-full of some surprising ones - if you want to learn more, you can also check out Inbox Insight’s research here: https://www.inboxinsight.com/b2b-tech-buyer-behavior-stats/
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Alison Dodd, Chief Strategy Officer, Revere and Chris Scott, Chief Digital Officer, Revere. The three delve into how buying behaviors have changed and what the new process looks like today.Plus, Alison and Chris give sage advice on how to handle the start and stop for a potential buyer, as well as some top tips for navigating the new buying journey from a brand perspective. If you like this episode from Revere, you should check out our previous episode with Chris about AI innovation and creativity here: https://www.b2bmarketing.net/podcasts/how-to-strike-the-perfect-balance-of-human-value-and-ai-innovation/.
In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with Gabie Boko, the CMO of intelligent data infrastructure company, NetApp. Gabie is a passionate advocate for: the evolution of the CMO in response to changing corporate responsibilities; the importance of marketing agility; the opportunity to use AI to improve CX and sustainability, and much more.Joel and Gabie chat through what gets her motivated as a CMO, the levers she’s pulling to drive commercial success, and how she’s differentiating NetApp in a market full of big players. In addition to this, Gabie chats through her approach to using AI, as well as how she’s managing to lead marketing as a strategic function, when in the midst of a transformation.
In this week’s episode of The B2B Marketing Podcast, we’re joined with Colin Wheeler, Managing Director, Survey Solutions and Jason Talbot, Managing Director, The Croc to discuss the B2B Marketing Awards 2024 shortlist which was announced earlier this month. Kavita Singh, Senior Content Editor, B2B Marketing spoke with the duo about some of the exciting categories from ‘Most commercially successful campaign’ to ‘B2B marketer of the year’ and ‘Best use of creative’. If that wasn’t enough, Jason also shared some juicy stats and stories about the handful of awards The Croc were shortlisted for. If you want to see the full shortlist, you can check it out here: https://events.b2bmarketing.net/b2bawards/shortlist2024With an unmatched heritage and scale, each year The B2B Marketing Awards bring together the creators and masters of the field to share work that sculpts, shapes and pushes the boundaries of B2B. This year, the best-of-the-best will be announced at our iconic ceremony on 27th November at Old Billingsgate in London.
It’s an open secret that B2B lead generation has some big problems. The sector has grown exponentially in recent years, with growth in self-service tech platforms and offshore telemarketing expanding the options available to marketers, driving down costs but too often taking quality with it. As an industry veteran of 30 years standing, Tony Uphoff felt it was time to speak out, writing an open letter to the industry, calling out bad practice and defining what’s required to set the lead gen sector straight. We enjoyed discussing this refreshingly honest views on lead gen for the B2B Marketing Podcast – if you’re looking to understand how to improve your lead gen activities, it’s a must-listen.
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Adam Preis, Director of Product/Solution Marketing, and Marta George, Head of EMEA ABM Programmes – both of Ping Identity.In this episode, Marta and Adam chat through the importance of working in close alignment with the product team in order to drive commercial success. This follows the recent revelation in Propolis – the global community for B2B marketers – that senior marketing leaders feel more detached from the product team than ever before.If you want to get in the room with more than 400 account-based marketers, hear no-holds-barred ABM case studies, and learn what works (and what doesn't!), join us at The Global ABM Conference 2024 on 6 November. Book early bird tickets now and save £200: https://events.b2bmarketing.net/b2babmconference/booktickets
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with the Creative Director at Revere, Dan Sillifant, alongside the Chief Digital Officer at Revere, Chris Scott. The trio discuss Revere’s journey with AI from both a creative and business point of view. Plus, the two share advice for those who aren’t implementing AI into their agency, as well as the common mistakes that might be happening. Want to find out how to create the ideal ratio of human to AI implementation? Stay tuned and listen to the full episode now.
Juniper needed a bold approach to make its new campaign, which highlighted its ability to enable the ongoing AI revolution via its network technology and stand out amidst a tidal wave of AI-related messages. Its solution? Front the campaign with Hollywood and former Mad Men star Christina Hendricks – the latest in a growing trend for B2B brands to buy into star quality. But as Jean English explains in the latest edition of the B2B Marketing Podcast, the results have been excellent and fully justified this unusual approach. For more on this campaign, plus Jean’s insights from being a serial tech CMO in some of the world’ most innovative companies, and the challenges of running a global marketing team in 2024, listen to the full episode now.
Which marketing tools should you prioritize if you’re launching a new business banking brand into the crowded UK market? That was one of the questions that Joel Harrison, Editor-in-Chief, B2B Marketing asked Conrad Ford, Head of Innovation and Strategy at Allica Bank - which was recently crowned the UK’s Fastest Growing Company by The Sunday Times, when he interviewed him for the B2B Marketing Podcast. Forget cutting-edge social media or dynamic content formats, Conrad’s surprising answers were ‘employee engagement’ and ‘channel marketing’ – our mind was duly blown!
Dassault Systémes is a €4.5b tech company that’s highly successful in multiple markets but is remarkably little known outside its core customer segments and home nation of France. In a bid to change that, VP of marketing Victorie De Margerie has embarked on an ambitious marketing program focused on its sustainability credentials – including a high-profile takeover of London’s Piccadilly Circus digital billboards (equivalent to New York’s Times Square). But in this episode of the B2B Marketing Podcast, she explained to Joel Harrison, this is much more than just an out-of-home campaign, and part of a complex strategy.
We’re all used to sharing images and video from major summer concerts and sporting events, and just expect social channels and telecoms companies to seamlessly enable that, without considering the tech and B2B brands that provide the critical infrastructure. Ericsson’s new ‘#makeitmemorable’ campaign hones in on exactly that, highlighting the critical role its tech provides in enabling cultural euphoria. Joel Harrison spoke with Sally Croft, CMO, Ericsson about this new campaign and how use of AI broke creative barriers and speeded implementation.
Martech is fundamental to producing great B2B marketing in 2024, but outlandish vendor claims, integration problems and functional redundancy have led to a high level of cynicism amongst many B2B marketers. But Clevertouch’s latest ‘State of Martech 2024’ report has revealed cynicism on the wane and positivity on the rise – so why are we falling in love with martech again, and what do we need to work on to keep our relationship on track? Joel Harrison met with Clevertouch CEO Adam Sharp and Rob Angell, incoming professor of marketing at Stirling University to discuss the findings.Check out the full report here: https://clever-touch.com/the-state-of-martech-2024?utm_source=SOM24+Report&utm_medium=LinkedIn_Post_1&utm_campaign=SOM24
In this week’s episode of the podcast, Joel Harrison, Editor-in-chief, B2B Marketing spoke with Shane Redding, Propolis Strategy Expert and Scott Stockwell, Senior Brand Strategist, IBM about all things B2B Ignite 2024. Hot off the event, the trio discussed the essential takeaways from the event, from bettering your brand to how HR can support marketing and leading through crisis.Plus, they talk about some of the individual sessions such as Funnel Fuel’s session on the cookie apocalypse and Mark Grist’s session on engaging with the toughest audience, as well a few others where our experts actually disagreed with some of their sentiments. Can’t wait for next year’s event? Register your interest here: https://survey.sogolytics.com/survey1.aspx?k=SsQUXRYSsSQSsPsPsP&lang=0
In the latest episode of our B2B podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Beatrice Alabaster, Podcast Host, Senior Strategist, Earnest to discuss how women in the B2B sector can advance in their careers. The duo delve into everything from how to break through the glass ceiling in a traditionally male-dominated industry and the importance of mentorship to how women can advocate for their female peers and the gender pay gap.Plus, they touch on why imposter syndrome can set you back and how to tackle it head on if you’re changing roles or shifting into a B2B space.For more information, check out Beatrice’s 43% and Rising Podcast here: https://earnest-agency.com/campaigns/43-percent-and-rising/
The Cannes Festival has been a landmark for the advertising industry for decades, and more recently for the burgeoning adtech sector, but historically it's been irrelevant to B2B. That started to change three years ago, when Cannes Lions launched a B2B category, and LinkedIn started arranging B2B-specific activities. So how credible was Cannes 2024 as an event for B2B marketers, and B2B marketing? In this podcast Joel Harrison discusses this year’s festival with Teresa Allen of Magnus Consulting and fractional B2B CMO Kate Cox.
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Callum Miskell, Strategist & Intel Analyst, MOI Global about some of the findings from their latest report ‘A B2B Marketer’s Guide to Data Creativity’. The two talk about some of the most interesting stats from the report. For example, MOI revealed that even though 85% of marketers use marketing tools, only 23% of marketers are using them for growth opportunities.They talk about some of the common problems marketers face when onboarding new marketing tools, as well as what questions they should ask themselves before purchasing. Plus, Callum teases some other interesting insights from the report, as well as the potential of AI.Want to check out the report? Check it out here: https://rb.gy/by8b2b
In this week’s episode of the B2B Marketing Podcast, we explored how Korn Ferry has taken podcasts from an experiment to a central part of the company's marketing strategy, leveraging the journalism expertise of CMO Jill Wiltfong. We learned how Jill’s career evolved from TV news anchor, to sales trainer and finally into a corporate marketer, and how she translated her media skills to bolster Korn Ferry’s ongoing brand evolution. Find out why podcasts have become such a critical B2B channel in 2024 and how marketing leaders can use podcasts to facilitate promotion of company thought leaders to optimize their storytelling and highlight their expertise. Plus, stay tuned as Jill shares the secret to a great interview and how Korn Ferry is using sponsorship to better tell its brand story.Want more? Check out Korn Ferry's Briefings Podcast here: https://www.kornferry.com/insights/briefings-magazine/briefings-leadership-podcast
All too often, ABM becomes a bolt-on strategy reserved for a handful of accounts, and which doesn’t have any clear connection with broader business strategy. In this podcast episode, Robert Norum, our Propolis Expert for ABM & Demand Strategy, outlines a new vision for ABM, using his full-stack model.This model shows you how to use ABM as your entire GTM market strategy, and how to ensure you’re investing your time and resources in the most effective way possible.If you want to hear more from Robert about aligning sales and marketing in particular, check out this exclusive Propolis on-demand session here: https://www.b2bmarketing.net/propolis-content/how-abm-aligns-sales-and-marketing/
Lead generation is maturing fast as a B2B marketing discipline, with new players driving higher standards of output, a more professional approach and a more customer-centric and responsible ethos. That includes the growing category of self service lead gen platforms, which enable marketers to manage their own programs as part of a more structured programmatic approach. B2B Marketing has produced the first authoritative overview of the vendors in this emerging but significant category in our Martech Vendor Spotlight Report, launched last month. To mark its launch, Joel Harrison, Editor-in-chief, B2B Marketing spoke to Jordan Adams of specialist lead gen agency Oneninefive on the evolution of lead gen.Take a deep dive into the current state of lead generation, as well as a full analysis of 20 key vendors assessed and rated based on four criteria: market momentum, customer focus, price vs value, and project success. Want to see the other vendors who made the cut into our top 5? Download your copy of the report here: https://www.b2bmarketing.net/martech-vendor-spotlight-report-2024-for-lead-generation/Now available on-demand - "How To Choose The Perfect B2B Lead Gen Platform Partner"Did you miss it? Our latest webinar "How To Choose The Perfect B2B Lead Gen Platform Partner" has now ended. But don't worry! You can now watch it on-demand here: https://www.b2bmarketing.net/how-to-choose-the-perfect-b2b-lead-gen-platform-partner/
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Ryan Miles, Director – International Marketing at Microsoft Advertising, to discuss the nature of marketing at one of biggest household names in the world.Ryan and David also chat through the realities of omnichannel marketing, what’s driving innovation in marketing today, and the possibilities provided by AI.If you want to hear more from Ryan, you can find him on the ‘B2B at scale’ track at B2B Ignite on 3 July for his session 'AI in Action!’ Ryan will be diving into practical examples of AI-driven strategies that deliver real value, and helping you to seamlessly incorporate generative AI applications into your marketing campaigns and planning.Save 20% on your Ignite ticket with the code PODCAST at the checkout: https://events.b2bmarketing.net/b2bignite/tickets
The Olympic Games is globally recognised as the pinnacle of sporting excellence and is consequently a massive marketing opportunity for Deloitte which is a strategic partner for the games in 2024.So how is Deloitte leveraging this opportunity to maximise marketing impact, whilst at the same time conforming to the IOC’s tight rules on commercialisation and buyers’ expectations of a more nuanced, less logo-centric approach to sports sponsorship? Joel Harrison, B2B Marketing’s Editor-in-Chief, spoke to Annabel Rake, Deloitte’s Global Olympic Marketing Leader.
Google recently announced that they are delaying the deprecation of third party cookies for the third time in four years. In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Paul Collier, Fractional CMO, Funnel Fuel, to talk about the recent news and how digital programmatic advertising space will be impacted.They talk about everything from why marketing leaders might turn a blind eye to how data is being used to the opportunity the end of cookies provides for businesses and Paul’s top tip for those who feel like in the dark about all things cookie-related. If you want more on this topic, check out this webinar we did with Paul and a few other experts on this very topic: https://www.b2bmarketing.net/the-evolution-of-programmatic-digital-advertising/With the impending end of third-party cookies and degradation of Google analytics, it is crucial for B2B marketers to stay ahead of the curve and adapt to emerging challenges and opportunities... We invite you to participate in our survey around seizing opportunities in a cookieless world. By participating you'll:- Access actionable strategies and recommendations to help you in this new uncharted era.- Be among the first to receive the report upon publishing.- Get the chance to win one of four £50 Amazon gift cardsIt takes less than 5 minutes.https://b2bmarketing.net/is-b2b-ready-for-a-cookieless-era/
In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with David Burnand, CMO of Unicorn and Centaur, Staffbase – an employee communications cloud, intranet and employee app.Joel and David discuss David’s impressive career, which spans the likes of Atos, Adobe and Siemens on the client-side, and Stein IAS on the agency-side, and what he's learned along the way. They also discuss the nature of B2B marketing in an investor-backed organisation with huge growth ambitions. This episode is a must-listen for any marketer wanting to know the ins and outs of working in an investor-backed environment.
In this week’s episode of the B2B Marketing Podcast, David Rowlands Head of Product, B2B Marketing and Propolis sat down with Lynzi Ashworth, Marketing Director, Aon to discuss marketing’s impact on the overall business and more importantly - how to prove it. From understanding the growth priorities in the business to getting into a strategic mindset and showcasing your brand success, they discuss everything you need to be doing to drive revenue.You can join Lynzi at B2B Ignite on 3rd of July as she delves further into the intricate world of brand building and demand generation in B2B. Her session, ‘Measuring what matters: The secret to tracking brand success’, is taking place on the Brand stage at 11.25am.Save 20% on your Ignite ticket with the code PODCAST at the checkout: https://events.b2bmarketing.net/b2bignite/tickets
In this week’s episode of the B2B Marketing Podcast, Joel Harrison is joined by Chris Wright, Commercial and Marketing Director, BSI and Simon Rusling, Head of Marketing, Barnett Waddingham. This week’s podcast is in association with Propolis, our community and intelligence platform which gives you access to insights to make decisions, connect with experts and unlock actionable guides and content. This month, we’re talking about all things commercial marketing.The senior marketers both share how they got into their current roles and developed their skillset over time, as well as the key to being influential when joining the board. You’ll hear how sitting in board meetings can take your marketing to the next level and help you understand the business at a deeper level. Plus they share some advice on how to take off your marketing hat and think like an executive board member.For more on Propolis, check out all the details here: https://www.b2bmarketing.net/propolis
In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-chief, B2B Marketing sat down with Marcio Arnecke, CMO of digital marketplace, Stenn. They talk about where Stenn’s name comes from, how the company has evolved in the last few years, as well as the brand’s ultimate growth objective. In addition, Joel brought up how growth marketing was the number one trend in our 2024 Trend Tracker despite the definition of “growth marketing” being a little unclear. They reveal what the key is to growth marketing and how to implement it to help with communications, data understanding and operations. Stay tuned and find out why Marcio thinks having a global presence around the world helps drive culture and diversity. Plus, he shares his top tip for being successful in his career and why constant learning is essential to grow in the B2B field.If you’re looking to grow your business, you can find more information about our community hub here where you can get exclusive expert advice, technical content and much more: https://b2bmarketing.net/propolis
In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product at Propolis, caught up with Shane Redding, Propolis Strategy Expert to discuss the need for marketers to become commercial marketers.David and Shane define what we mean by ‘commercial marketer’ in the first place, why so many marketers aren’t acting in this fashion, and what we can do today to start changing the way we operate and prove our value to the board.Check out our B2B Marketing Trend Tracker here: https://b2bmarketing.net/feature-post-b2b-insights/the-b2b-marketing-trend-tracker-2024-what-trends-are-we-seeing-from-client-side-and-agency-side-marketers/
In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-Chief, B2B Marketing, spoke with Andrea Herbert, Marketing Director, Gamma to discuss the company’s new fluffy (in a good way) brand. They talk about everything from Gamma’s current goals as a brand to its culture and people-first approach. They then dived into Gamma’s #GoodTogether brand campaign, which features a big fluffy purple dog as a part of their campaign, as well as Gamma’s return on relationships calculator. Find out how much coverage the campaign is getting and what metrics Gamma is looking at to measure success. Plus, stay tuned to hear about the CFO and CEO’s reactions to their bold brand idea and if the big purple dog has a name…
In this week’s episode of the B2B Marketing Podcast, Joel Harrison, Editor in Chief, B2B Marketing, spoke with Helen Whetton, Global Brand and Marketing Director, BT to discuss their latest campaign and brand transformation. The two delve into everything from running a global marketing team to why the word ‘business’ was mentioned 21 times in its brand campaign, “We’ve Got Your Back” – there is a method to the madness. Plus, if you want to find out why the key to brand messaging is through culture and strategy, you can find out from Helen herself.
In this latest episode of The B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing, catches up with Eric Glass, Chief Marketing & Communications Officer, at Dayforce - a human resources software and services company.Eric explains the impetus behind the rebrand, how they put storytelling at the very heart of the endeavour, and the results it's driving so far.
In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Gareth Clark, Senior EVP Customer Experience, Just Global to talk about their win for ‘B2B global agency of the year’ at our 2023 B2B Marketing Awards.They talk about everything from Just Global's people-first approach to the key to global alignment and some top tips for nurturing a good agency-client relationship. Plus, you can find out why Just Global incorporated a four-day work week and what other initiatives they’ve put into place to cultivate a better work culture. Want to find out more? Next week, we’ll be releasing a report which outlines some juicy insights from Just Global, as well as some exclusive commentary from the B2B Marketing Award judges themselves.
Guess what? Our 2024 Trend Tracker is now live - we asked both client-side and agency-side marketers to share their thoughts on various B2B trends making headlines in the industry. In this week’s episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-Chief, B2B Marketing, spoke with Shane Redding, Strategy and Evolution Expert, Propolis to dive into some of the exclusive insights from our 2024 Trend Tracker. They chat through everything from how growth marketing nabbed the top spot this year to why sales enablement (which was #1 last year) isn't as much of a focus to marketing leaders. In addition, they talk through some other other hot topics in B2B marketing such as account-based strategies, customer success and generative AI and also compare a couple of trends agency-side vs client-side. Want access to the Trend Tracker? Check it out here for the full feature: https://b2bmarketing.net/feature-post-b2b-insights/the-b2b-marketing-trend-tracker-2024-what-trends-are-we-seeing-from-client-side-and-agency-side-marketers/
In this episode of The B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing spoke with Benoit Soucaret, the Chief Experience Officer at Merkle EMEA, to chat through Merkle’s latest report: B2B Futures: The View from 2020, which you can read here: https://bit.ly/4a1n095 Benoit talks through the five key areas that B2B marketers should focus on if they want to differentiate themselves today, as well as four seismic shifts that Merkle expect to see by the end of this decade.
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing, spoke with David DeCheser, Chief Creative Officer, Valtech to talk about Valtech’s rebranding and why the experience innovation company decided to do it in the first place. They delve into everything from what traps to avoid when creating your brand creative to why building diverse teams is key for standing out. They also discuss what the visual design of a company should look like and how it can ultimately capture your brand’s story. Plus, we ask David if there’s anything he dislikes about marketing from a creative and design perspective.Want to learn more about rebranding? Head to our Brand Room on Propolis and get exclusive content and insights here: https://propolis.b2bmarketing.net/channels/brand
In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Content, B2B Marketing spoke with Johan Thorbjornsson, Partner, McKinsey and Company about the pros and cons of utilizing generative AI. They dive into everything from which leaders oversee AI technology to the business implications of genAI as well as the pros and cons that come with experimentation. They also tease his session at Martechopia, where he’ll be discussing six things to do to transform your B2B sales and marketing using generative AI. It all takes place on the 13th of March. Haven’t booked your ticket yet? Use the code PODCAST at the checkout to get 20% off your ticket: https://events.b2bmarketing.net/martechopia2024/tickets
Want to know the secret behind a brand-driven award-winning campaign? In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing sat down with Aniela Unguresan, Founder, EDGE and Andy Greaves, Global GTM Lead, Gravity Global to discuss their Gold win for ‘Best Brand Initiative’ at the 2023 B2B Marketing Awards.They dive into the success of their diversity campaign ‘Real. World. Change.’ Aniela and Andy also discuss how to create impactful brand campaigns with a strong meaning, why the messaging was essential to get right, and why diversity is crucial from a B2B perspective.Want more? In just two weeks, we’ll be sharing an in-depth report on our main website which outlines all the details to Gravity Global’s award-winning campaign.
A few weeks ago, it was announced that Havas acquired Ledger Bennett to advance its ambitions in the UK and globally. In this week’s episode, Joel Harrison, Editor-in-chief, B2B Marketing sat down with Andrea Glenn, CEO, Ledger Bennett to talk about the acquisition. They talk about how this acquisition affected their agency from a global perspective as well as how Ledger Bennett navigated the sale and why Havas was ultimately the right fit. In addition, Andrea touches on how Ledger Bennett and Havas plan to work together moving forward. They also tease the future of specialist agencies so stay tuned.If you want more B2B marketing content, check out Propolis and head here: b2bmarketing.net/propolis
In this episode, David Rowlands spoke with Sophie Bowkett, CMO, Bird & Bird about their recent rebrand.They discuss everything from the importance of brand in the first place, right through to how you can put emotion at the centre of everything you do.If you'd like to learn more about Propolis, just head here: https://b2bmarketing.net/propolis
In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Mark Hodge, Vice President of Marketing, McCain Foods; Gavin Dunn, Managing Director, KERB+ as well as Rebecca Lewis-Stanton, Client Services Director, Omne and Jasmine Preen, Senior Account Manager, Omne to discuss their Bronze win for ‘Best purpose-led program’ at the 2023 B2B Marketing Awards. The campaign ‘Streets Ahead’ shined a light on the hospitality industry while giving opportunities for cohorts that found themselves marginalized or far removed from entrepreneurship.The group delved deeper into why the street food sector was targeted, how Omne managed to get the messaging right, as well as all the key metrics and incredible highlights from the campaign. Plus, they shared how the campaign tapped into the emotional aspect in B2B marketing.Want more? In just two weeks, we’ll be sharing an in-depth report on our main website which outlines all the details to Omne’s award-winning campaign.
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Emily Randall, Head of Marketing Activation at Mott MacDonald, to discuss the benefits of taking a serious, project management approach to marketing.Emily and David chat through the mistakes some marketers make, as well as the opportunities for running much tighter projects.If you'd like hear more from Emily at Martechopia, just head here: https://events.b2bmarketing.net/martechopia2024/home
At the 2023 B2B Marketing Awards, Revere took home the Gold for ‘Best channel marketing initiative’. The agency worked with Westcoast, an IT distributor, to create a holistic campaign which utilised a plethora of channels. In the end, Revere smashed its target with a 20% open rate on emails, a click through rate of 6% and 33,000 impressions from the initial campaign launch. Kavita Singh, Senior Content Editor, B2B Marketing, sat down with Zoe Bevis, Client Services Director, Revere, to reflect on the campaign’s success as well as what it takes to win such a coveted award. They also dive into why sales alignment was crucial for this specific campaign, as well as her top tip for B2B marketing companies who want to create standout campaigns like 'Marginal Gains'.
Channel partner marketing can be a very misunderstood strategy, with a handful of marketers championing the amazing results it can deliver, but vast swathes of marketers not giving it their full attention.In this podcast, our new Propolis Expert for Strategy & Channel Partner Marketing, Georgie Gilmore, explains why it's so misunderstood, and what needs to change in order for marketers to beat the competition with this high-growth-potential strategy.In this episode, we also talk about our plans for igniting this conversation in Propolis, the global community for B2B marketers. If you'd like to learn more about Propolis, just click here: https://b2bmarketing.net/propolis
Dive into the latest episode of the B2B Marketing podcast, where David Rowlands, Head of Content, B2B Marketing, engages in a captivating conversation with Brian Macreadie, Head of Marketing, Addleshaw Goddard. Discover the secrets behind Addleshaw Goddard's recent B2B Marketing Awards success, winning gold for 'Best Demand or Lead Generation Campaign' and 'Best Use of Creative'. Get ready for a dynamic discussion on the power of client empathy, the art of creativity, and the strategic role of market research in shaping winning B2B marketing campaigns. Tune in for insights, inspiration, and a touch of the unexpected in the world of B2B marketing!Learn more about the awards:https://b2bmarketing.net/archive/who-won-at-the-b2b-marketing-awards-2023-check-out-the-full-list-of-winners-here/
In this week’s episode of the podcast, David Rowlands, Head of Content, B2B Marketing sat down with Michelle McCann, CMO, Author, Speaker, to discuss how to build and retain high performing marketing teams. They talk about everything from what makes a good CMO to how to work with your CEO to the key to unlocking your team’s potential.They also talk about how to use 'radical candor' when it comes to feedback and why creating realistic targets is so essential in B2B. David and Michelle also touched upon the findings from the 2023 Leaders Forum, which you can find here: https://b2bmarketing.net/feature-post-b2b-insights/leaders-forum-2023-findings/In addition, if you’d like to learn more about our community hub, check out Propolis to gain expert advice, access to our Community Index and all the latest in B2B marketing: https://propolis.b2bmarketing.net
At the 2023 B2B Marketing Awards, Sarah Sutton, CMO, Send Technologies and Ryan Almond, Global ABX Director, Henkel, were both awarded ‘B2B marketer of the year’ as joint winners. In this week’s podcast, David Rowlands, Head of Content, B2B Marketing, sat down with Sarah to discuss her big win. She shared how she got started in B2B, her philosophy as a CMO, how to build a collaborative relationship with sales, and how to approach failures in your career.In addition, she also talked about her journey with Send Technology while delving into how she was able to scoop up the award for 'B2B marketer of the year' with Send Technology's ‘Love Underwriting’ campaign which generated millions in revenue.To hear from another ‘B2B marketer of the year’, check out Ryan’s podcast to learn about his thoughts on ABX: https://b2bmarketing.net/latest-podcast/the-evolution-of-abm-with-global-abx-director-henkel-ryan-almond/Want more? You can see Sarah and Ryan’s full case studies on Propolis, our community hub of experts and insights for all the latest in B2B marketing here: https://propolis.b2bmarketing.net/
Since 2020, there’s been a clear shift in working behaviours from going completely remote to adapting to a hybrid style and heading back to the office on a regular basis. In this week’s episode, Head of Content David Rowlands is joined by Co-founders of The Inspired Marketing Group, David Coghlan and Richard Johnson. They dive into the definition of a flexible work environment, how it’s being showcased in 2023 and why more than ever employees are asking for exactly what they want during the hiring process. With more employers asking staff back into the office, the trio also discuss the benefits of being in a collaborative workspace and how to get the younger generation to grow as leaders in the future.
Influencer marketing can be a foreign concept in the world of B2B. In this week’s episode of The B2B Marketing Podcast, Head of Content David Rowlands sat down with Global Head of Influence at Ogilvy, Rahul Titus to discuss how B2B brands are utilising influencer marketing from a business to human perspective.They talk about the potential challenges of working with influencers, from finding the right people to represent your brand to checking their social media background and the risk factors that come into play. Rahul also suggests using employee advocacy to your advantage but in the right way; after all – who better to talk about your brand than the people working for your brand? Stay tuned and find out how to measure influencer marketing, what KPIs to set and much more.
In this latest episode of The B2B Marketing Podcast, Head of Content David Rowlands sat down with Global ABX Director of Henkel Ryan Almond to discuss the evolution of ABM and if there is a fundamental difference between ABM and ABX. They also delve into everything from how AI is seeping into ABM from a content and analytics perspective to where sales is going with its relationship to marketing. Plus, Ryan shares the key attributes to the ideal ABMer.If you want to hear more about the ABM journey at Henkel, check Ryan’s session at the B2B Marketing Global ABM Conference and book your tickets here: https://b2bmarketing.swoogo.com/abmglobalconference
In this episode of The B2B Marketing Podcast, Editor-in-Chief and Co-Founder of B2B Marketing, Joel Harrison, spoke with Virginia Alvarez, Head of Insight and Effectiveness EMEA at Wunderman Thompson Data about the agency's notion of ‘inspiration’ as something quantifiable, and which brings significant value to a brand. They also discuss Wunderman Thompson’s recent list of 100 of the world’s most inspirational B2B brands.
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Doug Bewsher to discuss his background as the former CMO of Salesforce and Skype, as well as his thoughts on how AI could change the marketing game.Doug discusses the current excitement around AI, the impact it will have on building strong brands, and much more.
Making your technology company stand out isn’t always easy, especially when there’s just so many competitors out there. So, how can you make your brand stand out and, at the same time, put your team in the spotlight? For Ewa Johnson, Marketing Director at Ultima, their recent rebrand achieved both. In this episode of The B2B Marketing Podcast, Ewa explained her thinking behind Ultima’s rebrand, and the success it’s seen to date. Learn more about Ultimate here: www.ultima.com
AI, the metaverse… it feels like marketers have an ever growing (and confusing) suite of toys at their disposal to create amazing marketing campaigns in 2023. However, marketing agency Bader Rutter have proven to the world that the key ingredients for a successful campaign are the same as they always were: authenticity and creativity.Their campaign ‘Direct Positive’ recently won Gold for ‘Best purpose-led initiative’ at the B2B Marketing Elevation Awards 2023 in Chicago. So, how did they do it? By creating a 20-minute film using tintype technology for their client, TEMPO. The result? A heartfelt film heralded by a number of film festivals, and which led to tangible business results for the client. In this episode, Sarah Kmet-Hunt, Executive Creative Director, Bader Rutter, tells all.
Why is thought leadership one of my most important weapons during an economic crisis? What does good quality look like? How can I measure its impact? Does it have to belong in the c-suite?
Lucy Gillman, Deputy Editor, put all these questions and more to Andrew Mildren, Managing Director, Edelman Business Marketing EMEA. The pair unpack Edelman and LinkedIn’s recent study, The B2B Thought Leadership Impact Report, to uncover the current state of thought leadership in B2B. They dive into how thought leadership can impact changing decision-makers behaviour, where we’re getting it wrong and why less is more.
Click here to read the full report: https://www.edelman.co.uk/2022-linkedin-edelman-b2b-thought-leadership-impact-report
Barney O’Kelly, Head of Digital Marketing at AlixPartners, sits down with Head of Content David Rowlands for a deep dive into the world of professional services.
The pair unpack the constant requirement of legitimising marketing from proving its value in an ‘over-metricated’ world to sparking excitement and buzz internally. They also touch on setting aside the rational for the emotional, what to zero on when looking for people, and why everything boils down to being a really good marketer.
To find out more insight from influential professional services marketers, check out the Trendsetters and Trailblazers report. You’ll unlock a full psychometric analysis of what drives them, what their strengths are, and what has shaped them as leaders.
Click here: https://www.b2bmarketing.net/guides/trendsetters-and-trailblazers-2023/
How can you become more agile as a business? Protect your team from burnout? Overcome fear to do more? And do it all without breaking the bank?
Quiet hiring. Inspired Marketing Group’s Richard Johnson and Dave Coghlan join Lucy Gillman, Deputy Editor, to challenge the traditional Monday-Friday, 9-5 approach. They dive into how quiet hiring can take your business from run-of-the-mill to rocketship and why it’s time to think outside the norm.
To find out more about the Inspired Marketing Group and quiet hiring, click here: https://www.theimgroup.co.uk/
Transmission’s CEO and Founder, Chris Bagnall, joins our very own Joel Harrison to unpack the relationship between CMOs and CFOs and recap the recent Cannes Lions festival.
The pair dive into Transmission’s recent research, Closing the CMO-CFO brand value gap in B2B, to explore divided opinions on brand, the alignment issue, and why CFOs aren’t the ‘bad guy’ they’re painted to be.
To find out more about the study, click here: https://b2b-marketing.transmissionagency.com/b2b-brand-cmo-cfo-report
In this latest episode of The B2B Marketing Podcast, David Rowlands sat down with marketing consultant Jade Tambini (AKA B2BJade on TikTok) to discuss what Jade calls ‘the marketing gap’ and how to close this - the lack of communication and strategy from directors and the board, which leads to junior and mid-level marketers running around and trying to pick up the pieces.
Jade also talks David through the changing buyer, and what this means for modern B2B marketers, as well as why TikTok might not be worth your time until you’ve got the basics down first.
If you want to hear more from B2BJade, check out her TikTok here: https://www.tiktok.com/@b2bjade?lang=en
CMO Sarah Roberts joins David Rowlands, Head of Content, for a journey into the world of rebranding.
She walks through Boldyn Network’s recent refresh and what you can learn from their success, be it thinking about the past and the future, or the significance of cross-company collaboration and employee engagement. She also touches on the beginning steps you need to take, how to find your purpose (spoiler alert: it isn’t what everyone else is doing) and why launching your rebrand is only the start of the hard work.
The countdown to Ignite London has begun! With just a few days to go until the biggest B2B event of the year, CogniClick’s CRO and Co-Founder, Helen Kensett, for an exclusive look at her roundtable on unblocking the funnel.
Hosted by David Rowlands, Helen explores why indecisiveness is blocking leads and how to overcome that, the type of content that pushes your customers down the funnel, why existing customers are just as important as new ones, and much more.
Join Helen at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions.
Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon/tickets
We’re just a week to go until the biggest B2B marketing event of the year, Ignite London. Jake Potter, Head of Social Media at Colt Technology Services and Pride in London, joins the lineup of B2B innovators and game changers speaking this year. In the run up to his session, he sits down with Head of Content David Rowlands for a deep dive into all things social media.
They explore nailing TikTok as a channel, why it’s time to forget ‘business-to-business’ and think about your people, showing more of your personality online, and why Pride isn’t just the 30 days of June.
Join Jake at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions.
Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon/tickets?i=JN26Ld63LCqSniTkrRIFnrraADmQLg5T
In an environment where the decision-making process is 350 days long, it’s more important than ever to get to grips with what your buyers actually care about. And that’s precisely what we uncover on this episode with Merkle B2B’s UK CEO, Rob Gold.
He joins Deputy Editor, Lucy Gillman, for a deep dive into their research, The Superpowers Index – a survey of 3,622 B2B buyers to unearth the decision-drivers that are business critical. The pair discuss the significance of safety, why price isn’t all that, and if you want to reach your audience of tomorrow you can’t just meet expectations, but surpass them.
Want to learn more from Merkle on how to win the c-suite of tomorrow? Join us at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions.
Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: events.b2bmarketing.net/ignitelondon
Forget what you (think you) know about the funnel. For Antonia Wade, Global CMO at PwC, it’s time to throw ‘tradition’ out the window and transform the B2B buyer journey.
In just two weeks she’ll be lifting the lid on how to revamp your relationship with customers at Ignite London – the biggest B2B marketing event of the year. She joins David Rowlands, Head of Content, for a taste of her session where she’ll be taking a deep dive into her latest book, Transforming the B2B Buyer Journey, and unveiling how to win big.
The pair also explore how to prove the value of marketing, the issue around sales and marketing alignment, why precision matters, and much more.
Join Antonia at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions. Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: events.b2bmarketing.net/ignitelondon/tickets
Catherine de la Poer, Performance Expert at The Achieve Institute and Ignite London strategy & leadership speaker, is asking the question on everyone’s mind: what experiences can you create to maximise productivity and performance?
Catherine sits down with David Rowlands, Head of Content at B2B Marketing, for an exclusive look into her Ignite London session on elevating and scaling performance. The pair discuss how to define performance, why leaders learning to manage their emotions is the biggest opportunity for organisations, and the importance of embedding a learning culture.
Want to unlock the full secrets to success? Join Catherine at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions.
Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon/tickets
If anyone knows how to create a stellar community, it’s Charles Thiede. The Co-Founder and CEO of community SaaS platform, Zapnito, joins B2B Marketing’s Deputy Editor, Lucy Gillman, to reveal all the secrets to success.They discuss why success starts with your values and people, how to nail advocacy, why a successful community is an ever-evolving one, and what the future tech landscape means for B2B marketers.Want to see first hand what a successful community looks like? Check out Propolis – the global community intelligence platform where B2B marketers come together to access intelligence, connect with independent experts and peers for bespoke support, and unlock actionable content and resources to help them develop and succeed. Take your marketing to the next level here: https://www.b2bmarketing.net/propolis/
Ignite London is the biggest B2B marketing event of the year, where the industry comes together to keep ahead of the curve and get inspired by B2B innovators and game changers. In the run up to the event, Deloitte Digital’s Chief Disruptor Ed Greig joins David Rowlands, Head of Content, for an exclusive preview of his session.He discusses why AI isn’t a magic bullet (you can’t be given Usain Bolt’s shoes and expect to run as well, right?), getting to the ‘oh sh*t’ moment, why collaboration is key and how to fall in love with the problem, not the solution.Join Ed at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions.Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon
Sharing is caring, sales and marketing. We all know we should be doing more to better understand our customers, market, and competitors. But you’re not making full use of that knowledge if you don’t share this across your entire organisation.On this week’s ep, we’re taking a deep dive into democratising intelligence with Just Global’s VP Strategy, Jacob Golding. Hosted by Lucy Gillman, Deputy Editor at B2B Marketing, this episode will walk you through everything you need to know, from the benefits and the steps to implement it, to what reporting looks like and how things change on a global scale.
Want to take your company to the next level but don’t know where to start? Never fear – Realm B2B’s Izzie Rivers joins David Rowlands, Head of Content at B2B Marketing, to unveil all.The pair discuss why restrictions power creativity, the importance of hiring from within, and, perhaps most importantly, the five macro strategies currently being deployed by forward-thinking companies.To download your definitive guide to the UK agency landscape, make sure you check out the UK Agencies Benchmarking Report here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-uk-agencies-benchmarking-report-2023?&utm_source=editorial&utm_medium=cta&utm_campaign=uk_abmr&utm_term=episode_104:_becoming_a_forward-thinking_company_with_izzie_riversAnd if you’re State-side, stay tuned for the US publication!
If you really want to thrive as an organisation, you need to know how to measure the success of all of your combined marketing efforts and share these insights across the entire organisation. If you can’t, you’re operating blindly, and aren’t seeing the full picture of your hard work.Just Global’s Emilie Lee, EVP global analytics, and Ritesh Patel, director of analytics, join B2B Marketing’s Lucy Gillman for the who, what and why of an integrated measurement strategy. They discuss how to start with goals, the importance of building trust and clarity, getting your team singing off the same hymn sheet and unlocking inspirational insights.
Out with the old and in with the new! For ANNUITAS’ Adam Needles and Martin Schneider, it’s time to rethink your go-to-market strategy. They join Ignite USA Co-Host, Katie Martell, to explain how you can take the next big step through a Converged Growth Lens. In this episode, they explore why sales and marketing alignment might actually be unattainable, the Balkanization of customer data, and much, much more.To find out more about taking your GTM strategy to the next level, make sure you attend Adam and Martin’s session at Ignite USA on May 23-24 in Chicago. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_102:_how_to_transform_your_go-to-market_strategyIgnite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.
In the run up to Ignite USA, Gravity Global’s Global Brand Insights Director, Steve Cheliotis, joins co-host Katie Martell for a sneak peak into their keynote session on driving sustained growth.The pair discuss what Gravity’s Fame, Admiration and Belief (F.A.B.) means for you, how to be strategy-led but data-informed, setting aside the ‘convenient’ marketing and how to adopt an always on approach for maximum momentum.To find out more insights from industry leaders, make sure you secure your spot at Ignite USA on May 23-24 in Chicago. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=podcast&utm_term=episode_101:_driving_sustained_growth_with_steve_cheliotisIgnite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.
We’re celebrating two milestones at B2B Marketing – our 100th episode and two decades in business this year. And who better to mark the occasion than our very own Joel Harrison, Editor-in-Chief and Co-Founder, and Richard O’Connor, CEO.The pair take stock of how we and the wider industry have changed since the early noughties. They look at how to take a business from a magazine to the go-to community intelligence platform and why Propolis is the culmination of 20 years of hard work and know-how.To find out more about Propolis and the mine of exclusive content, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_100:_celebrating_20_years_of_b2b_marketingIf you haven’t already, make sure you secure your spot to Ignite London – the biggest event on all things B2B. Over two days you’ll be inspired by B2B pioneers and game changers through workshops, roundtables, training courses and more. Grab your spot here: https://events.b2bmarketing.net/ignitelondon?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_london&utm_term=episode_100:_celebrating_20_years_of_b2b_marketing
How can you tell stories that actually matter? That resonate with your audience? Avery Dennison’s VP Marketing joins David Rowlands, Head of Content at B2B Marketing, to lift the lid on all.They discuss the power in taking risks and going rogue, why constraints birth creativity, why it’s not all about you, and how to find your own story.Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_99:_telling_powerful_stories_with_rana_sidahmedIgnite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.
Influencers. No, it’s not all ‘use my discount code’, get ready with me, daily vlogs, trying out the latest viral hack or jumping on TikTok trends. For Ashley Zeckman, influencers can take your marketing efforts to the next level – without breaking the bank.She joins Katie Martell, co-host at Ignite USA, to unpack why you need to get serious about influencer marketing. They discuss what getting it right (and wrong) looks like, how to bring influencers into the mix, and much more.To find out more about influencer marketing, Ashley will be speaking at Ignite USA on May 23-24 in Chicago. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_98:_making_the_case_for_influencer_marketing_with_ashley_zeckmanIgnite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.
What does the transition from big to small company look like? How can you successfully manage with less budget and resource? How can you measure your marketing activities? Can you even measure brand?David Rowlands, Head of Content at B2B Marketing, puts all these questions and more to Dan O’Hara, Marketing Director at DEMICA as they explore his journey there. They tackle creating ‘stop the scroll’ worthy content, how to tie your hard work back to revenue, translating your brand purpose to your audience, and much more.Want to attend the most prestigious night in B2B and get your work in front of the entire industry? Make sure you check out the B2B Marketing Awards. Hurry, submissions close on 16th June: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=awards&utm_term=episode_97:_how_to_build_your_dream_function_from_the_ground_up_with_dan_o%E2%80%99hara
Set aside the fruit bowls, the morning yoga, and bring your dog to work schemes. If you really want to create an attractive workplace and keep your staff, you need to have the systems and structures in place to foster belonging.DDS Dobson-Smith, Chief People Officer at Just Global, and Lucy Gillman, Deputy Editor at B2B Marketing, take a deep dive into how you can do just that.They discuss the ‘Great Realisation’ during Covid, why diversity and inclusion are pillars of belonging, the importance of having leaders worth following, surviving high school, and why we could always use a bit more kindness at work.To find out more about You Can Be Yourself Here, click here: https://www.amazon.co.uk/You-Can-Yourself-Here-Workplaces/dp/1544526547And for Leadership is a Behaviour Not a Title, click here: https://www.amazon.co.uk/Leadership-Behavior-Not-Title-Following-ebook/dp/B0BDJ6N4Q6
Measure it, manage it, get buy-in for it. For guests Tatiza Gondim, head of marketing at Clear Junction, and Gabrielle Dunbar, associate director at Champion Communications, if you don’t have a solid strategy to evaluate your PR efforts, you’re wasting your hard work. They join Lucy Gillman, deputy editor at B2B Marketing, for a deep dive into how you can measure PR.The trio explore the importance of a goal-centric approach, why getting your team on the same page starts with listening and understanding, why the metrics you’re using may not be working, and how to paint a holistic picture of how your PR efforts are performing.To find out more about B2B PR for Growth, click here: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_pr_for_growth&utm_term=episode_95:_a_deep_dive_into_measuring_pr_with_champion_communicationsAnd make sure you check out all our other episodes on PR in B2B with Champion!
Covid-19, the cost of living crisis, budget cuts, instability in the geopolitical landscape. The list of challenges we face at home and at work goes on, and on, and on.Let’s face it, we’re tired. And we need some guidance on how to navigate these ever-changing challenges from the best in class. That’s precisely what we’re discussing with Cara O’Nions, global marketing and communications director at Euromonitor International.She joins David Rowlands, head of content at B2B Marketing, to discuss all, from how to move away from being seen as a cost-centre to a growth-driver and demonstrating the value of marketing to the board, to getting buy-in for brand and forging a durable name for yourself as an organisation.To find out more about recalibrating marketing sales to drive success in a challenging economy, check out our mine of technical content on Propolis – B2B Marketing’s exclusive community intelligence platform: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_93
Set the silos to one side, sales and marketing. On this week’s episode, Empire Selling’s CEO Dan Swift joins Katie Martell, co-host of Ignite USA, to explore how to get your teams singing off the same hymn sheet.The pair walk through how misalignment is costing you an average of 10% in annual revenue and how you can change that. They explore creating a connected and empowered enterprise to break through the noise, why getting alignment is easier than you think it is, and why momentum is the name of the game in ‘23.To find out more actionable insight from the best in class, secure your spot at Ignite USA. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers. Take your marketing to the next level here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_93:_stop_the_silos_%E2%80%93_dan_swift_on_(finally)_aligning_your_sales_and_marketing_teams
Media Volery LLC’s president and chief strategist, Zontee Hou, joins Katie Martell, co-host at Ignite USA, to discuss how to get your marketing pipes singing in unison.They discuss why time’s up on not creating personalised, resonant content, why a great marketer is a curious one, the importance of creating agnostic communities à la Reddit (yes, Reddit), and setting the confirmation bias to one side to make informed decisions.To find out more actionable insight from the best in class, secure your spot at Ignite USA. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers. Take your marketing to the next level here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_92:_connecting_the_marketing_dots_with_zontee_hou
Having a world-class PR programme is only one part of the story. If you really want to succeed, you need to know how to measure it. And that’s precisely what Becca Chambers, svp of global brand and communications at Alludo, and Harry Webster, associate director at Champion Communications, unveil in this week’s episode.They join Lucy Gillman, deputy editor at B2B Marketing, to take a deep dive into the trials and tribulations of measuring PR, from aligning your strategy to your business goals and wider marketing plan, to why it’s not always a numbers game and what metrics you should be looking at.To find out more about B2B PR for Growth, click here: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_pr_for_growth&utm_term=episode_91:_how_to_measure_pr_with_champion_communicationsAnd make sure you check out the rest of our episodes with Champion to follow our journey into PR!
With over two decades at the helm of digital marketing innovation, it’s safe to say that Andy Crestodina knows his stuff. The co-founder of award-winning marketing agency, Orbit Media, author of bestselling handbook, Content Chemistry, and Website Wizard (we couldn’t resist the alliteration) joins Ignite USA’s co-host, Katie Martell, to share some of his wisdom.The pair track how the digital landscape has changed since the early noughties, explore why your platform is the foundation of marketing, and discuss why trust should be on your agenda in ‘23.To find out more actionable insights from Andy, join us at Ignite USA. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers. Take your marketing to the next level here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_90:_everything_you_need_to_know_about_digital_marketing_with_andy_crestodina
Another year, another International Women’s Day. What began as a celebration and championing of women’s rights has, for some, become distorted, amounting to nothing more than purple washing. We’ve all seen it – the sea of LinkedIn ‘I swear I’m not sexist! I know a woman!’ posts, the parading of female employees, and butchered quotes from Maya Angelou.All that means nothing if you don’t have the structural support to back it up.Apex Group’s chief marketing and communications officer, Rosie Guest, joins Lucy Gillman, deputy editor at B2B Marketing, to set aside the buzzword bullshit and get to grips with what real change looks like. They discuss why you need to start at the root rather than simply sticking a plaster at the top, the importance of transparency and community, the fun in being underestimated, and why the best ideas are born from frustration.To find out more about the Women’s Accelerator Network and other steps Apex are taking to create a more equal workplace, click here: https://www.apexgroup.com/en/insights/apex-group-celebrates-success-of-women-s-accelerator-program-with-launch-of-external-network/
The robots are taking over! The copywriter is dead! Long live ChatGPT!Yeah, yeah, yeah. We’ve heard it all before. Set aside the scifi, dear listener. Paul Roetzer joins us for your AI reality check.He speaks with Katie Martell, co-host of Ignite USA, to demystify some of the biggest AI BS you’ve been hearing. They discuss why what you (think you) know about AI isn’t the case, moving the conversation from ‘cool tools’ to the application and implication of new tech, and why the marketer of the future doesn’t fear change, but is willing to experiment and explore.Join us at Ignite USA to hear Paul speak more on the dawn of the next gen B2B marketer. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers. Book your discounted three for two tickets with the code 3for2. Hurry, your offer ends on 24th March, so secure your spot today: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_88:_the_%E2%80%98brave_new_world%E2%80%99_of_ai_with_paul_roetzer
Ah yes, the great B2B vs. B2C debate. A tale as old as time. Corporate, stuffy B2B struggling to compete with her younger, more creative, more fun consumer counterpart.We joke, of course. But for Jon Griffiths, VP marketing EMEA at Pax8, B2B has a lot to learn from B2C. He joins David Rowlands, head of content, to unpack all, from the use of TikTok, adverts to Superbowl-esque standards, and why Pax8 have launched their own merch. Yes, really.To secure your spot at Martechopia, B2B Marketing’s leading conference on all things martech, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=jon_griffiths_on_b2b_vs._b2c_%E2%80%93_who_dares_wins
For this week’s guest Jon Russo, if one word defines success in 2023, it’s efficiency.He joins shenanigan-filled host Katie Martell (her words, not ours) to unpack how to make your account-based strategies more effective. They discuss getting your team singing off the same ICP hymn sheet in order to scale, what you’re getting wrong about measurement (and how to get it right), translating marketing-speak for sales and the c-suite, and why change isn’t a one-on-one conversation.You can find out more about finessing your account-based strategies at Jon’s session at Ignite USA – the leading state-side event on all things B2B. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers.Book your discounted three for two tickets with the code 3for2. Hurry, your offer ends on 24th March, so secure your spot today: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_68:_how_to_make_your_account-based_strategies_more_effective_with_jon_russo
For guests Dom Monkhouse and Richard Cook, one thing’s for certain – if you’re not doing PR, you’re not driving the sales you could be.The pair join B2B Marketing’s deputy editor, Lucy Gillman, to unpack PR’s role as a sales enablement tool and how you can make the most out of it. They debunk some common c-suite misconceptions, discuss why you’ve been measuring PR the wrong way, why getting it right starts with speaking to sales, and creating page three-worthy coverage (no, not in that way).To find out more about B2B PR for Growth, click here: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_pr_for_growth&utm_term=episode_85:_unlocking_pr_as_a_sales_enablement_tool_with_champion_communicationsAnd make sure you tune in every other week to The B2B Marketing Podcast as we continue our journey into PR!If you liked this episode check these out: Why PR is your next business driver: https://soundcloud.com/b2bmarketingpod/episode-81-why-pr-is-your-next-business-driver-with-champion-communications?si=af5c09a8ece847cd980b4fdc1ab321a7&utm_source=clipboard&utm_medium=text&utm_campaign=social_sharing?&utm_source=editorial&utm_medium=link&utm_campaign=podcast&utm_term=episode_81Using PR to generate long-term growth: https://soundcloud.com/b2bmarketingpod/episode-83-using-pr-to-generate-long-term-growth-with-champion-communications?si=6b49d311e71f4c1580b434f91a55b842&utm_source=clipboard&utm_medium=text&utm_campaign=social_sharing?&utm_source=editorial&utm_medium=link&utm_campaign=podcast&utm_term=episode_83:_using_pr_to_generate_long-term_growth_with_champion_communications
Where can you start on getting a full sales enablement function? How can marketers get to grips with what sales actually need? How can you create a content marketing strategy that delivers genuine value to your customers?Head of content David Rowlands put all these questions and more to Pam Didner – founder of Relentless Pursuit, author, and speaker at Ignite USA. On this episode, Pam teases some of the key learnings from her workshop on how marketing and marketing ops can support sales in a changing environment, from rethinking your content strategy to making sure you’re speaking the same language.Ignite USA attendees will access all of Pam’s sales support know-how in her workshop. To secure your spot to the biggest B2B event, click here: https://events.b2bmarketing.net/igniteusa/2755591?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_84:_pam_didner_on_how_you_can_better_support_sales
We’ve heard it all before. It’s the age of the self-serve buyer – audiences don’t want to be sold to anymore and their buying journeys are everything but linear. Adding fuel to the fire, it’s harder than ever to cut through the noise and keep your brand front of mind when your audience are ready to buy.That’s the problem. The solution? PR.Cat Walkerden, VP of global marketing at Logicalis, and Gabby Dunbar, associate director at Champion Communications, join B2B Marketing’s deputy editor Lucy Gillman for a deep dive into all things PR. They discuss how PR generates long-term growth, builds brand credibility and salience. They also unpack how to get started on your PR journey from how to measure it to the tips and tricks to getting the results you need.To find out more about B2B PR for Growth, click here: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=link&utm_campaign=pr_for_growth&utm_term=episode_83:_using_pr_to_generate_long-term_growth_with_champion_communicationsAnd make sure you tune back into The B2B Marketing Podcast every other week as we continue our six-part series into PR in B2B!
Things are getting spooky on The B2B Marketing Podcast as Russ Powell, founder and MD at Sharper B2B, joins Lucy Gillman, deputy editor at B2B Marketing, to take a deep dive into their award-winning campaign – ‘Halloween Horror Classics’.The pair explore the ins and outs of what it takes to win ‘Best demand or lead gen campaign’ from the importance of leading with creativity and not treating your audience like Business Bot 4,000, to how you can get buy-in for original campaigns and what it really takes to stand-out from the crowd.If you want to find out more about what makes a Gold winning campaign, you can check out all the award-winning case studies on Propolis – B2B Marketing’s exclusive community page that houses the best content and on-tap expert advice: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=link&utm_campaign=propolis&utm_term=episode_82:_creativity,_creativity,_creativity_%E2%80%93_creating_a_stand-out_campaign_with_russ_powellAnd if you think you’ve got a stand-out campaign that deserves shouting about, you can find out more about the B2B Marketing Awards here: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=link&utm_campaign=b2b_awards&utm_term=episode_82:_creativity,_creativity,_creativity_%E2%80%93_creating_a_stand-out_campaign_with_russ_powell
The misconceptions around PR are plenty; fancy schmancy events, generic news stories dumped into (and quickly deleted from) thousands of inboxes – a ‘nice to have’ not a ‘need to have’.The truth couldn’t be further from it.In this episode, deputy editor Lucy Gillman is joined by Matt McGillicuddy, head of brand at Infinity, and Harry Webster, associate director at Champion Communications, to bust these PR myths by unpacking Champion’s recent study, B2B PR for Growth.The trio take a deep dive into the role of PR as a business driver, exploring why investing in PR means investing in future pipeline and setting aside the short-termism in favour of brand building and long-term thinking. They also discuss what’s stopping marketers from making full use of PR and how you can get started on your PR journey.To find out more about B2B PR for Growth, click here: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=link&utm_campaign=podcast&utm_term=episode_81And make sure you tune back into The B2B Marketing Podcast every other week as we continue our six-part series into PR in B2B!
In this episode of the B2B Marketing Podcast, head of content David Rowlands sits down with Matt Allen – winner of ‘B2B Marketer of the Year’ at the 2022 B2B Marketing Awards and Bidwell’s business development and marketing director.The pair take a deep dive into what maketh the marketer of the year and unpack how Matt helped Bidwell’s reach new heights, be it reaffirming Bidwell’s as a nationally significant player or taking marketing from the ‘arts and and crafts’ department to the happiest team on the business.Propolis members can access all the case studies of the award-winning entries. To find out more about Propolis and the mine of exclusive content available, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_80:_becoming_b2b_marketer_of_the_year,_matt_allenAnd to find out more about the B2B Marketing Awards, click here: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_awards&utm_term=episode_80:_becoming_b2b_marketer_of_the_year,_matt_allen
In this episode of The B2B Marketing Podcast, David Rowlands and special guest Chris Penn, co-founder and chief data scientist at TrustInsights.ai, dive into the wild world of AI-powered marketing. They explore how ChatGPT is changing the game for B2B marketers, freeing up time for coffee breaks and video game marathons.But seriously, they discuss the potential of ChatGPT to automate mundane writing tasks and personalise mass email campaigns. As they navigate the opportunities and challenges of AI in marketing, David and Chris ask the big question: ‘Will robots steal our jobs or make our lives easier?’Join us at Martechopia on the 29th March to find out: https://events.b2bmarketing.net/martechopia2023?&utm_source=editorial&utm_medium=cta&utm_campaign=martechopia&utm_term=episode_79:_bots,_bants,_and_b2b_marketing:_chatgpt_takes_over?(Disclaimer: Copy written by ChatGPT. Proofed by editor who’s only ever so slightly worried about her job).
In this week’s episode, we’re going behind the scenes of Really B2B’s award-winning campaign that saw them bring home Silver for ‘Best corporate decision-maker targeted campaign’ at the B2B Marketing Awards.Lucy Gillman, deputy editor at B2B Marketing, is joined by client services director Angie Coombe to unpack how they won big. They explore how Really B2B helped Arden move away from a sole-B2C focus and join the B2B darkside, why doing your homework pays off, and how to create an in-depth content strategy that’s both flexible and interactive.To find out more about the B2B Marketing Awards and showcase your stellar work to the entire industry, click here: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_awards&utm_term=episode_78Propolis members can access all the award-winning case studies. To find out more about Propolis and the mine of exclusive content available, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_78
Set aside the whitepapers, downloadable guides, and e-books. If you really want to reach your audience, you need to think outside the box. And that’s exactly what you’ll learn in this episode.Head of content David Rowlands is joined by FloQast’s co-founder and CEO to unpack their YouTube tv series, PBC – a mockumentary exploring the trials and tribulations of life in an accountancy office featuring talent from Saturday Night Life, Breaking Bad, The Office and more. In this episode, you’ll learn how to take your creative ideas to the next level, get buy-in from a cautious board, how to measure success and why creativity pays off.To watch all episodes of PBC, click here: https://www.youtube.com/floqaststudiosFor all things creative, listen to a recent episode with Addleshaw-Goddard’s Brain Macreadie where we unpack what makes an award-winning campaign here: https://soundcloud.com/b2bmarketingpod/episode-75-award-winning-brian-macreadie-discusses-addleshaw-goddards-poetry-based-campaign?&utm_source=editorial&utm_medium=link&utm_campaign=brian_macreadie_podcast&utm_term=episode_75:_award-winning_brian_macreadie_discusses_addleshaw_goddard%E2%80%99s_poetry-based_campaignTo access a mine of exclusive content and on-tap expert advice, check out B2B Marketing’s gated community site, Propolis, here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=link&utm_campaign=mike_whitemire_podcast&utm_term=episode_77
Listen, we know the sway of short-termism. Demand and lead gen delivers quick wins, it helps you reach targets. And in a recession where pressure mounts as budgets and resources decline, it seems like the right move. Right?Wrong. In this week’s episode, deputy editor Lucy Gillman is joined by CEO Brandon Friesen to discuss thinking long-term in a recession by investing in full-funnel marketing, and unpack some of the key findings from the report Pipeline’s secret weapon: Full-funnel marketing (and how to prove it) – a survey taking stock of how +200 B2B marketers feel about full-funnel marketing and brand.To download the report, click here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/pipelines-secret-weapon-full-funnel-marketing-and-how-prove-it?&utm_source=editorial&utm_medium=link&utm_campaign=just_global_report&utm_term=episode_76:_playing_the_long_game_in_a_recession_with_just_global%E2%80%99s_brandon_friesen
We’re kicking off the new year with Addleshaw Goddard’s Brian Macreadie to unpack the secrets behind what makes an award-winning campaign. This campaign, which used poetry to grow the law firm’s brand, saw a brand reach of over 350,000 people, three million brand impressions, and over 1,000 hours of brand exposure on the Financial Times website. Oh, and did we mention the four trophies it brought home at the 2022 B2B Marketing Awards, including the most coveted prize of the night, the Grand Prix?Hosted by head of content, David Rowlands, we dive into ‘Rhyme and Reason – Poetry and the Law’, exploring everything from the challenges faced, the channels used, to getting buy-in for creativity, and why B2B could always use a little more poetry.Click here to read more about the campaign and the poems themselves: https://www.addleshawgoddard.com/en/rhyme-and-reason/If you want to uncover the secrets behind a stand-out campaign, you can find the Gold winner’s case studies on B2B Marketing’s gated community site, Propolis. To find out more about the mine of exclusive content and on-tap expert advice available to Propolis members, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage-2To find out more about the B2B Marketing Awards, click here: https://www.b2bawards.net/To secure your spot to the UK’s biggest B2B martech focused event, Martechopia, click here: https://events.b2bmarketing.net/martechopia2023 And for the state-side among us, book your super early bird tickets to Ignite USA here: https://events.b2bmarketing.net/igniteusa
2022 has been a year of change for B2B agencies – and we’re wrapping up the year by unpacking the ebbs and flows to the changing agency landscape with Tony Riley, president and CEO of the Mx Group.In this episode, B2B Marketing’s head of content, David Rowlands, and Tony discuss what the changing agency landscape means, exploring everything from the acquisitions the Mx Group are making themselves (and why), to the increasing number of B2C companies diving into B2B and what that means for you.To find out more about the Agencies Benchmarking Report, check out our 2022 UK report here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-uk-agencies-benchmarking-report-2022 And US here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-us-agencies-benchmarking-report-2022And stay tuned for the 2023 report!
Authenticity, schmauthenticity – nothing more than a hollow buzzword, or putting your money where your mouth is and showing that you care?Revere’s chief strategy officer, Ali Dodd, joins B2B Marketing’s Lucy Gillman to unpick the complexities of authenticity in B2B marketing and how to peel back the gloss to tell authentic, empathetic stories.The pair discuss what authenticity really means, whether it’s better to speak or not to speak on an issue, why authenticity isn’t (and shouldn’t be) a side project and if we’re in a golden era of purpose-led marketing.
Reed Smith’s CMO Sadie Baron joins David Rowlands, head of content at B2B Marketing, to unpack the changes to buyer and employee behaviour across the years.
They explore tailoring your marketing to different generations, using data strategically, why the 11th ‘bonkers’ idea is sometimes the best and the steps Reed Smith are taking to improve their marketing in the face of a recession and beyond.
To find out more about Propolis and access the best content in B2B, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_72:_navigating_changing_customer_behaviour_with_sadie_baron
Looking to take that next ‘big leap’ but don’t know where to start? We’ve got you covered.
Kathy Schneider sits down with head of content, David Rowlands, to explore what makes a successful CMO. In this episode, you’ll learn practical steps to becoming a CMO including pivoting from practical to strategic thinking, how to build and manage a solid team and more.
To find out more about our community intelligence platform Propolis, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_71
Book your tickets to The Global ABM Conference here: https://b2bmarketing.abm-conference.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_71
And download the Marketing Operations & Process Hive report on riding the wave of martech change here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/riding-wave-martech-change-submerged-unmanageable-sea-technology-and-facing?&utm_source=editorial&utm_medium=cta&utm_campaign=martech_report&utm_term=episode_71
In this week’s acronym-packed episode, Propolis Hive Expert and ABM maestro Robert Norum reflects on the last decade in ABM with head of content, David Rowlands.
The pair look at the rising interest and application of ABM over the past 10 years, before taking a glance at what’s on the horizon. Stay tuned for the last 20 years in ABM, coming 2032!
To mine even more ABM expert knowledge from the best in class, register for The Global ABM Conference on 2 November, London, here: https://b2bmarketing.abm-conference.net/?&utm_source=editorial&utm_medium=link&utm_campaign=abm_conf&utm_term=episode_70:_the_last_10_years_in_abm_with_robert_norum
And if you’d like to find out more about Propolis, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=link&utm_campaign=propolis&utm_term=episode_70:_the_last_10_years_in_abm_with_robert_norum
How can you build a community? Where (if at all) does it fit into the funnel? How can you track engagement?
We put all these questions and more to Zapnito’s CEO and co-founder Charles Thiede to unpack what makes a successful, ever-evolving community. Charles and David discuss setting aside the sales pitch to create value, making full use of private spaces for deeper conversations, what it takes to be a stand-out community manager and if the Metaverse is worth the hype.
If you’d like to find out more about Propolis, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_69:_strength_in_numbers_-_is_a_community_right_for_me?
What does sustainability look like in marketing? How can you drive (and measure) a green agenda? Where does ‘going green’ start? B2B Marketing’s Lucy Gillman sat down with McKinsey & Company’s partner Sinem Hostetter to investigate.
Lucy and Sinem explore the ins and outs of sustainability in marketing from how to make green policies live and breathe throughout your entire organisations, the business drivers to adopting green policies to big budget commitments and why reaching net zero is a collective effort - not one that can be achieved by a single company.
In this week’s episode, we set aside the martech and three-letter acronyms in favour of ‘back of the net’ brand loyalty and sports sponsorship with Richard Gillis – award-winning sports journalist, author, podcast host and Spurs fan (make of that what you will).
David Rowlands, head of content, and Richard discuss the unique world of B2B marketing in the sport sector and what other B2B marketers can learn from it. They chat about: how sports organisers have built shared experiences for in-person and virtual audiences long before the switch to digital; creating a tattoo-inspiring, ever-enduring brand loyalty; what really makes a leader, and more.
They also touch on what a Premier League worthy podcast looks like, including why less is more when it comes to the number of guests and benching the sales pitch (pun intended) in favour of an open, creative conversation.
You can listen to all episodes of Unofficial Partner, The Sports Business Podcast here: https://www.unofficialpartner.com/
We all know the ‘three rights’ mantra. To successfully reach your customers, you need to deliver the right message, at the right time, via the right channels. But what does this look like in practice? Radiate’s B2B CEO and founder, Riaz Kanani, sat down with David Rowlands, head of content at B2B Marketing, to discuss all.
Riaz and David explore the layers to delivering a successful targeted approach. They discuss upcycling and adapting personalised content (rather than creating a new piece every time), the need for sales and marketing to share the same targets and why ABM isn’t a silver bullet.
To find out more information about creating a laser-focused account-based strategy, download this report on Buying Group Marketing here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=link&utm_campaign=influ2_report&utm_term=episode_66
For Influ2’s co-founder, Buying Group Marketing (BGM) is the natural evolution of ABM, providing laser-focused insight on personas within a buying group.
Dimitri and David Rowlands, head of content at B2B Marketing, walk you through the ins and outs of BGM. They discuss the steps you need to take to hit the BGM ground running and the transformative results you can expect.
If you want to access the full report on BGM, you can do so here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_65:_the_abcs_of_bgm_with_dmitri_lisitski
In this episode of The B2B Marketing Podcast, David Rowlands spoke with Jon Russo, CMO and founder of B2B Fusion, to talk all things Buying Group Marketing (BGM).
David and Jon talk through the potential shortcomings of ABM, as well as its possible evolution into an even more targeted strategy.
If you want to access the full report on BGM, you can do so here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_60:_ari_capogeannis?&utm_source=editorial&utm_medium=cta&utm_campaign=bgm_report&utm_term=episode_61:_the_ins_and_outs_of_buying_group_marketing_with_amisha_gandhi?&utm_source=editorial&utm_medium=link&utm_campaign=bgm_report&utm_term=episode_64:_jon_russo_talks_bgm
In this episode, David Rowlands is joined by Man Bites Dog’s founder and CEO Claire Mason to discuss how they won Gold for ‘Best corporate-decision maker targeted campaign’ at The B2B Marketing Awards.
Claire and David go through the ins and outs of Man Bites Dog’s work with Standard Chartered to position the bank as a leader in sustainable finance and what it truly means to create an award-winning campaign.
For more information on the campaign, download the case study here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/how-man-bites-dog-won-gold-best-corporate-decision-maker-targeted-campaign?&utm_source=editorial&utm_medium=cta&utm_campaign=mbd_case_study&utm_term=episode_63:_creating_a_standout_campaign_with_claire_mason
And find out more about The B2B Marketing Awards here: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_marketing_awards&utm_term=episode_63:_creating_a_standout_campaign_with_claire_mason
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Katie King, managing director and founder of Zoodikers Consulting Ltd, published author on AI, and much, much more.
David and Katie talked about the importance of AI and how to prepare, as well other groundbreaking technologies changing the B2B space.
Katie will be speaking at Ignite London, which takes place on 6 July in London. Want to book your ticket and learn more? Check out Ignite London here: https://b2bmarketing.b2b-ignite.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_london&utm_term=episode_62:_ai_expert_katie_king_explains_why_marketers_need_ai
In this podcast, David Rowlands, head of content at B2B Marketing, and Amisha Gandhi, SVP marketing, Tipalti, discuss all things personas and personalisation when it comes to ABM and Buying Group Marketing (BGM).
They reveal everything from which channels you should be using, through to sending delicious direct mail and creating individual landing pages with top-tier content.
To find out more information on BGM and how to make it work for you, download this report here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_60:_ari_capogeannis?&utm_source=editorial&utm_medium=cta&utm_campaign=bgm_report&utm_term=episode_61:_the_ins_and_outs_of_buying_group_marketing_with_amisha_gandhi
We all know ABM works. But that’s only part of the story. To take your account-based programmes to the next level, you need to laser-focus on decision makers within a buying group to give them the right message, at the right time, in the right channels. Enter Buying Group Marketing (BGM).
In this episode, Ari Capogeannis, director, revenue marketing, NVIDIA, sat down with David Rowlands, head of content at B2B Marketing, to discuss how BGM can take you to the next stage of your ABM evolution.
For more actionable insight on BGM, download this report here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_60:_ari_capogeannis
In this week’s episode, HSBC’s global head of B2B marketing strategy Katherine Lamb joins David Rowlands, head of content at B2B Marketing, to discuss what marketing looks like in one of the largest global banks.
Katherine and David take you behind the scenes of HSBC. They touch on everything from the challenges they faced during the pandemic and the strategies to overcome them, to the role that younger, challenger brands are playing in the banking world. They even talk about why HSBC has invested in the metaverse.
Ignite USA - our hybrid event taking place in Chicago - is fast approaching. In the run up to the event, Lucy Gillman sat down with this year’s co-host, Katie Martell, to give you a taste of what you can expect at the conference, which this year has a heavy focus on brand.
Katie and Lucy discuss why brand needs to be on the top of any marketer’s agenda, where you’re going wrong with brand and, most importantly, how you can fix it.
Click the link to find out more about the actionable insight you’ll get at Ignite USA - and make sure you use the code IGNITEKATIE for 25% off tickets: https://www.b2bigniteusa.com/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_58:_katie_martel_on_unlocking_the_power_of_brand_at_ignite_usa
If Clevertouch, the first purely martech-focused consultancy in Europe, doesn't know their martech, then who does? David Rowlands, head of content at B2B Marketing, sat down with their CEO and founder Adam Sharp to discuss the results of their latest report: The State of Martech 2022.
David and Adam discuss the changes, movements and dynamics within the martech sphere - and what this means for you.
You can check out the report here: https://clever-touch.com/pre-order-state-of-martech-2022?&utm_source=editorial&utm_medium=cta&utm_campaign=state_of_martech_report&utm_term=episode_57:_the_state_of_martech_with_clevertouch_marketing%E2%80%99s_adam_shar
And find out more about B2B Marketing’s training courses here: https://www.b2bmarketing.net/en-gb/b2b-marketing-training?&utm_source=editorial&utm_medium=cta&utm_campaign=training_courses&utm_term=episode_57:_the_state_of_martech_with_clevertouch_marketing%E2%80%99s_adam_shar
Think you know marketing operations? Think again. In this week’s episode, David Rowlands, head of content at B2B Marketing, sat down with Darrell Alfonso, global marketing operations at Amazon Web Services - the cloud computing division of Amazon.
David and Darrell discuss all things marketing operations within Amazon Web Services, the skills you need for ‘good’ MOPs and the importance of ‘digestible’ data and integration.
You can access an exclusive look at the Propolis Marketing Operations & Process Hive report: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/riding-wave-martech-change-submerged-unmanageable-sea-technology-and-facing?&utm_source=editorial&utm_medium=cta&utm_campaign=mops_report&utm_term=episode_56:_getting_marketing_operations_up_and_running_with_darrel_alfonso
Find out more about Propolis and the mine of actionable content and expert advice available: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_56:_getting_marketing_operations_up_and_running_with_darrel_alfonso
And Ignite USA - America’s leading conference on all things brand: https://www.b2bigniteusa.com/?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_56:_getting_marketing_operations_up_and_running_with_darrel_alfonso
In this episode of The B2B Marketing Podcast, David Rowlands, head of content at B2B Marketing, sat down with Tom Stein, the chairman and chief growth officer of Stein IAS, to discuss the state of the B2B marketing agency marketplace.
Tom and David discuss everything from the changing role of marketing, to what recent mergers and acquisitions mean for B2B, to how to attract and retain quality staff.
Looking for those links discussed in the episode? You can find those here:
Ignite USA: https://www.b2bigniteusa.com/ UK Agencies Benchmarking Report: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-uk-agencies-benchmarking-report-2022 Propolis: https://www.b2bmarketing.net/en-gb/propolis-be-big-head
Each year, B2B Marketing conducts a survey of the UK’s leading client and agency-side marketers on the trends they’re focusing on for the year ahead.
David Rowlands, head of content at B2B Marketing, sat down with Steve Kemish, Propolis Hive expert for Executions & Campaigns, to discuss what areas marketers are focusing on, the trends falling out of fashion and what this report means for you.
Find out more about Ignite USA here: https://www.b2bigniteusa.com/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_54:_what_b2b_marketing%E2%80%99s_trend_tracker_means_for_you_with_steve_kemish
Ignite London: https://b2bmarketing.b2b-ignite.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_london&utm_term=episode_54:_what_b2b_marketing%E2%80%99s_trend_tracker_means_for_you_with_steve_kemish
Propolis: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_54:_what_b2b_marketing%E2%80%99s_trend_tracker_means_for_you_with_steve_kemish
And the read the full The Trend Tracker: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/2022-trend-tracker?&utm_source=editorial&utm_medium=cta&utm_campaign=trend_tracker&utm_term=episode_54:_what_b2b_marketing%E2%80%99s_trend_tracker_means_for_you_with_steve_kemish
In this episode of The B2B Marketing Podcast, Joel Harrison, our editor-in-chief, spoke with Andrew Last, managing director, marketing at Harvard and Dr. Christine Bailey, CMO at PassFort to discuss The B2B Tech Marketing Innovators Index - a report built by B2B Marketing and Harvard that seeks to celebrate the UK’s most innovative B2B tech marketers.
Joel, Andrew and Christine discuss what innovation looks like and what it takes to truly be a tech innovator.
If you want to learn more about The B2B Tech Marketing Innovators Index, click here: https://go2.b2bmarketing.net/harvard/
Recorded live and direct from Martechopia, VMware's Emily Gravel sat down with B2B Marketing's head of content David Rowlands to discuss all things MOPs.
Emily and David talk about why MOPs is the heartbeat of your marketing organisation, the skills you need and how to measure success.
You can find out more about Martechopia and register your interest for next year here: https://martechopia.com/?&utm_source=editorial&utm_medium=cta&utm_campaign=martechopia&utm_term=episode_52:_all_things_mops_with_emily_gravel
To celebrate International Women's Day, David Rowlands sat down with with B2B Marketing's chair, Susanna Kempe.
David and Susanna discuss what this year's theme #BreakTheBias looks like in marketing and Susanna's ten steps to achieving gender equality.
You can read more in-depth about Susanna's ten steps here: https://laidlawfoundation.com/10-steps-to-breaking-the-glass-ceiling-in-a-post-covid19-world/
IWD website: https://www.internationalwomensday.com/
Propolis and the Teams, Resourcing and D&I Hive here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_51:_international_women's_day_with_susanna_kempe
And Martechopia: https://martechopia.com/?&utm_source=editorial&utm_medium=cta&utm_campaign=martechopia&utm_term=episode_51:_international_women's_day_with_susanna_kempe
To celebrate our 50th episode, David Rowlands, senior editor at B2B marketing, sat down with Iris' CMO and growth champion, David Turner.
David discusses all things growth from the challenges facing Iris to why you need strategy then tech and if you can ever truly have an aligned marketing and business strategy.
You can read more about why growth marketing is the number one focus for B2B marketers in our Trend Tracker: https://go2.b2bmarketing.net/harvard/winners-list/
Propolis: https://www.b2bmarketing.net/en-gb/propolis-homepage
Martechopia: https://martechopia.com/
In this week's episode, David Rowlands, senior editor at B2B Marketing, sat down with Addleshaw Goddard's head of marketing, Brian Macreadie. Brian and David discuss how to take your B2B creativity to new heights.
As discussed in the podcast, you can find out more about Ignite USA here: https://www.b2bigniteusa.com/
Ignite London: https://b2bmarketing.b2b-ignite.net/
And Propolis: https://www.b2bmarketing.net/en-gb/propolis-homepage
In this week's episode, David Rowlands, senior editor at B2B Marketing, sat down with Passfort's CMO, Dr Christine Bailey.
Tune in to hear David and Christine discuss why digital dominates in 2022 and how to finesse the art of digital selling from the death of spray and pray to why you need 'snackable' content.
In this week's episode, B2B Marketing's junior copywriter Lucy Gillman sat down with David McGuire, creative director at Radix Communications.
Lucy and David discuss all things content from getting humour right to how to address socio-political issues.
In this week’s episode, David Rowlands, senior editor at B2B Marketing, sat down with Kyle Flaherty, senior VP marketing at Cybereason. To kick off the New Year, Kyle explores the changing future of the tech marketing landscape.
This podcast is the final instalment in a series of four which have helped inform our full report, sponsored by Twogether. Download the report by clicking the link below!
https://www.b2bmarketing.net/en-gb/free-downloadable-guides/future-tech-marketing-and-revenue-performance-whats-impacting-growth-2022
David Rowlands, B2B Marketing's senior editor, sat down with Julie Knight, CMO at Unit4. David and Julie discuss all things tech marketing from the changing KPIs you need to be aware of and how to showcase success to the rise of first-party data.
This podcast is the penultimate instalment in a series of four which have helped inform our full report, sponsored by Twogether. Download the report by clicking the link below and stay tuned for our final episode!
https://www.b2bmarketing.net/en-gb/free-downloadable-guides/future-tech-marketing-and-revenue-performance-whats-impacting-growth-2022
In this week's episode, David Rowlands, senior editor at B2B Marketing, spoke with Atos' global deputy CMO on the changing tech marketing landscape: how to drive, measure and demonstrate growth, what Atos is doing in the face of the death of the third-party cookie, and what you need to be on the lookout for in 2022.
This podcast is the second instalment in a series of four, all of which have helped to inform our full report, sponsored by Twogether. You can download the full report by following the link below, and be sure to watch out for the next podcasts in the series in the coming weeks!
https://www.b2bmarketing.net/en-gb/free-downloadable-guides/future-tech-marketing-and-revenue-performance-whats-impacting-growth-2022
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Gursaran Marjara, CMO of Access Group, to discuss the future of tech marketing and revenue performance, and what’s impacting growth for 2022 and beyond.
This podcast is one in a series of four, all of which have helped to inform our full report, sponsored by Twogether. You can download the full report by following the link below, and be sure to watch out for the next podcasts in the series in the coming weeks!
https://www.b2bmarketing.net/en-gb/free-downloadable-guides/future-tech-marketing-and-revenue-performance-whats-impacting-growth-2022
In this week's episode, David Rowlands, senior editor at B2B Marketing, spoke with Demandbase's VP EMEA Paul Gibson.
Paul and David discussed all things ABX(account-based experiences) - what differentiates it from ABM, what it looks like at the ground level, and why Demandbase think it’s the future of great marketing.
In this week's episode, David Rowlands, senior editor at B2B Marketing, spoke with Annabel Rake, partner and CMO at Deloitte UK and North and South Europe.
Annabel discusses the importance of sustainability in marketing, what steps Deloitte have taken and how you can deliver on a greener marketing strategy.
In this week's episode, David Rowlands spoke with Stefan Doering, PwC's brand strategy lead.
They discuss how to approach global brand identity and cultural identity across borders.
In this episode David Rowlands spoke with University Partnership Programme’s (UPP) CMO, Kate Owen, last year's winner of B2B marketer of the year.
Kate discusses how to approach ABM within the higher education sector, cross industry collaboration and how she's applying ABM to both the B2B and B2C sides of the business.
If you want to learn more about all things ABM, get your tickets to the ABM Conference at https://b2bmarketing.abm-conference.net/
In this episode, David Rowlands spoke with Matt Harper, CEO of The Marketing Practice (TMP), to discuss the agency’s recent acquisitions of Omobono and Kingpin.
David and Matt talk about why Kingpin and Omobono were such a great fit for TMP, why B2B agencies are set to receive further investment, the challenges of combining three agencies, and more.
In this episode, David Rowlands spoke with Bonnie Pelosi, Europe CMO at Wipro, to learn how she intends to help Wipro achieve its ambitions by focusing on deepening customer relationships and investing in talent and capabilities for the future.
David and Bonnie also discuss the strategies and tactics she intends to employ, as well as advice for CMOs heading in 2022 and beyond.
In this episode, David Rowlands spoke with David McGuire, creative director at Radix Communications, copywriting trainer for B2B Marketing, and all around copywriting wizard.
If you want to check out David McGuire's training course, just head to this page: https://www.b2bmarketing.net/en-gb/b2b-copywriting-training
In this week's podcast, David Rowlands spoke with Dr. Christine Bailey, CMO at PassFort and all-rounding marketing expert.
They discuss Christine's new book, 'Customer insight strategies: How to understand your audience and create remarkable marketing', and share some of the great insights from within it.
In this week's episode, David Rowlands spoke with Fleetsolve's marketing director, Andrew Colwell, and HR business partner, Liz Brocken, to discuss how the relationship between the two departments has grown significantly over the course of the pandemic, and why it's never going back.
Andrew and Liz share their personal experience, and the value it's delivering, and offer insight into why you might need to start rethinking your own relationship with HR.
If you'd like to learn more about Fleetsolve, just head to: www.fleetsolve.com
In this week’s episode, David Rowlands, editor for B2B Marketing, spoke with Kate Doyle, senior marketing manager at Adobe to talk about email nurturing programmes. She shared how to identify valuable leads, how to improve conversations throughout the funnel and how to make nurture a part of your overall marketing strategy.
She also touched upon why marketers need to get more creative and take more risks to stand out with hyper-personalisation.
To watch the full webinar, you can register and watch it here:https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&partnerref=webinarpage&eventid=3301571&sessionid=1&key=63674137CEE2D3206C39BBCEC349272F®Tag=&V2=false&sourcepage=register
You can also see our upcoming webinars here: https://www.b2bmarketing.net/en-gb/webinar-programme
In this week's episode, David Rowlands, editor for B2B Marketing, spoke with Gary Hurry, international marketing director, about the last 18 months at IRI.
They discussed how IRI transformed with buyer personas and target markets, how messaging and engagement changed, and how to grow your business at an international level. Gary also shared the biggest challenges that lie ahead for IRI in the next 12 months.
With that in mind, he also touched on how IRI is going to be using Propolis in the future! If you too want to join Propolis, you can check it out here: https://www.b2bmarketing.net/en-gb/propolis-homepage
In this week’s episode, David Rowlands, editor at B2B Marketing, spoke with managing director, marketing for consumer industries, Accenture, Joseph Taiano about inclusion and diversity initiatives in B2B marketing. They dived into the difference between inclusion and diversity, what an audit committee is, and why marketers should care about diversity from a business perspective.
Joe also shares his personal experience in the B2B sector as LGBTQ+ member and gives tips on how he likes to bring it up to his colleagues. To hear more about inclusion and diversity, you can check out his Keynote session at Ignite USA here! https://vimeo.com/559144729
You can also DM him on LinkedIn: https://www.linkedin.com/in/joe-taiano/
In this week's episode, David Rowlands, editor at B2B Marketing, spoke with Tony Riley, president of The Mx Group and Sam Crocker, managing partner at Bray Leino. They discuss how their global partnership came to be, how to improve global messaging on a strategic level and how to be more intentional with your agency ecosystem.
For more insights, you can check out our exclusive interview with Sam right before Ignite London here: https://www.b2bmarketing.net/en-gb/resources/articles/creating-more-effective-global-campaigns-sam-crocker If you have any other questions or comments, you can also connect with Sam and Tony on LinkedIn: Tony here: https://www.linkedin.com/in/riley1/ Sam: https://www.linkedin.com/in/sacrocker/
This year, utilising Zapnito’s technology, B2B Marketing launched Propolis – our community for B2B marketers to share problems, insights and learn best practices. In this week's episode, David Rowlands, B2B Marketing Editor, sat down with Charles Thiede, CEO and founder of SaaS platform, Zapnito to discuss what makes good marketing. They also discuss how community marketing can contribute towards customer acquisition and growth, as well as how marketers can make their platforms stand out with so many channels in today's day and age.
You can DM Charles on LinkedIn to find out more here: https://www.linkedin.com/in/charlesthiede/?originalSubdomain=uk
You can also check out our own community hub, Propolis. Here at our community platform Propolis, we offer expert advice in eight different unique topics we call "hives": https://www.b2bmarketing.net/en-gb/propolis-homepage
In this week’s episode, David Rowlands, editor for B2B Marketing, sat down with Brian Beck to discuss all things ecommerce.
They delve into product selling, how ecommerce was impacted by the pandemic, best ecommerce practices, and why transparency in the buying process is critical.
They also talk about why the dreaded ‘abandoned cart’ for your product might actually be a good thing for sellers. Stick around until the end where Brian also breaks down where to start if marketers see a real opportunity for ecommerce.
To learn more about ecommerce, you can check out one of our features here: https://www.b2bmarketing.net/en-gb/resources/features/has-b2b-ecommerce-finally-come-age
Or you can DM Brian on Twitter @beckecommerce :https://twitter.com/beckecommerce?lang=en
In this week’s episode, David Rowlands, editor for B2B Marketing, sat down with brand, marketing and business development director of Grant Thornton. They talk about how branding was impacted by Covid-19, what marketing tactics are damaging for brands, and where Lucy sees Grant Thornton going in the ‘new normal’ era. Be sure to listen until the end as Lucy explains why it’s so critical to cultivate your brand and some top tips to achieving this.
If you liked this episode, you can DM Lucy @lucyjane2008:https://twitter.com/lucyjane2008?lang=en
Or you can check out Grant Thornton's case study when they nabbed the award for 'Marketing team of the year': https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-find-out-how-grant-thornton-won-marketing-team-year
80% percent of the sales cycle now takes place in digital or remote settings, according to industry analysts. This means marketing needs to move buyers further down the funnel.
In this week's episode, editor for B2B Marketing David Rowlands spoke with Leslie Talbot, senior VP of Strategic marketing programmes at Corporate Visions, about four science-backed skills that marketers need to become memorable enough to influence buying decisions. This skills included messaging, content, visuals and storytelling.
To download the full webinar, check it out here: https://www.brighttalk.com/webcast/452/478310
In addition, if you'd like to check out anymore of our webinars, check them out here on our website: https://www.b2bmarketing.net/en-gb/webinar-programme
In this week's episode of our podcast, Editor for B2B Marketing David Rowlands talked to Barbara Stewart, Propolis Hive Expert in Customer Experience about customer success.
In our 2021 Trend Tracker, customer success – a new entry – came second place overall, just after growth marketing. They dive into why customer success landed second on our list, the benefits of implementing customer success within your company, and how marketers can start humanising the customer experience.
If you want to find out more about customer experience, you can check out our community hub Propolis here: https://www.b2bmarketing.net/en-gb/propolis-homepage
You can also get in touch with Barbara by sending her a message here: https://www.linkedin.com/in/barbara-stewart-736b557/?originalSubdomain=uk
Martech is great, but a lack of time and resources to use these technologies in the optimum way is a common challenge. So why is marketing operations important in the first place? This week's episode features our very own Propolis Hive Expert in Marketing Operations, Karla Wentworth. Editor for B2B Marketing David Rowlands sat down with Karla to find out why implementing marketing operations is essential in B2B marketing, how to tap into its full potential, and what the first steps are to approaching marketing operations.
Want to learn more about marketing operations? Find out more at our community hub, Propolis, where you can find out more about strategy and processes, martech, marketing automation and CRM: https://www.b2bmarketing.net/en-gb/propolis-homepage
You can get in touch with Karla on Twitter @karlawentworth: https://twitter.com/karlawentworth?lang=en
The Marketing Practice has secured investment from Horizon Capital to build on its strengths in ABM and demand generation and deepen its expertise in technology and data. In this week's episode, Editor for B2B Marketing David Rowlands spoke with Matt Harper, CEO at TMP about what this means for TMP as well as why B2B is attracting so much investment as of late.
TMP was also ranked seventh in our Top 10 fastest growing agencies list, seventh in our Top 10 rising stars, and sixth in our Top 10 international agencies in our US Agencies Benchmarking Report. You can check it out here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-us-agencies-benchmarking-report-2021
If you'd like to learn more, you can follow Matt on Twitter @MattDHarper
In this week's episode, B2B Marketing editor-in-chief Joel Harrison spoke with Susanna Kempe, Chair at B2B Marketing; Ashley Friedlein CEO & Founder at Guild; and Zoe Merchant, managing director at Bright, about digital communities in 2021.
Are they really the future? They've certainly come a long way since LinkedIn groups. Well, they dive into how digital communities are relevant in B2B, how to gear your skills around them, and how the buyer behavior is pushing for communities to become a popular engagement channel.
To learn more, check out the video version of this webinar: https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&referrer=https%3A%2F%2Fwww.b2bmarketing.net%2F&eventid=2973838&sessionid=1&key=BFDAA50056CC173B34C27B2CC2D5C7CC®Tag=&V2=false&sourcepage=register
For more webinars, check out our programme here: https://www.b2bmarketing.net/en-gb/webinar-programme
Covid-19 has changed the nature of sales engagements, restricting face-to-face meetings or events for the foreseeable future, making buyers harder to reach than ever. In this week's episode, editor-in-chief Joel Harrison hosted a three-panelist discussion which included expertise from Gabriela Warren, senior director in marketing at Highspot; Tim Hughes, CEO and founder of DLA Ignite; and Barry Richards, strategy and planning director at Transmission.
Here, they discuss changes that need to be made such as how to approach content needs, what needs to happen between sales and marketing and how marketing can assist in final stage negotiations.
If you'd like to check out our other webinars, click here: https://www.b2bmarketing.net/en-gb/webinar-programme
With growth marketing being the #1 focus on this year’s 2021 Trend Tracker, this week’s episode features Scott Vaughan, chief growth officer at Integrate. Editor for B2B Marketing David Rowlands sat down with Scott to talk about what growth marketing is, what a chief growth officer does and how marketers can make growth central to what they do. If you want to learn more, feel free to tweet Scott @ScottAVaughan
Also, to learn more about what’s trending in B2B marketing, check out our 2021 Trend Tracker: https://www.b2bmarketing.net/en-gb/resources/features/2021-b2b-marketing-trend-tracker-b2b-mind
Need some tips on creating a more cohesive and high-performing team? In this week's episode, editor in chief for B2B Marketing, Joel Harrison, sat down with PwC's director of marketing and brand Maria Jennings to discuss their win for 'Marketing team of the year' at our most recent B2B Marketing Awards in November.
They break down how PwC handled Covid-19, some top tips to managing a strong team virtually, and their reactions to winning the coveted award. To do a deep dive of PwC's win, check out its case study here: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/award-case-study-find-out-how-pwc-managed-win-marketing-team-year
In addition, this episode is dedicated to Jack Ryan, senior digital marketing manager, and friend to many at PwC, who very sadly passed away in January.
In this week's episode, Editor-in-chief for B2B Marketing Joel Harrison spoke with chairperson and chair client officer at Stein IAS and chairman for MSQ, Tom Stein.
They discussed how Stein IAS has grown in the B2B sector globally, what MSQ B2B is currently offering, the client and agency relationship, and future ambitions for agencies moving forward.
To top that off, Stein IAS recently won an award for 'Martech agency of the year' so check out their achievements here: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-how-stein-ias-won-martech-agency-year
Also, give them a shout on Twitter @SteinIAS
In this week's episode, we sat down with another award-winning campaign by Really B2B. Here, Editor for B2B Marketing David Rowlands spoke with Kristina Haddrell, group account director for Really B2B about their brilliant sales focused campaign for M&S, which scored them three Golds including: 'Most commercially successful campaign', 'Best corporate decision-maker-targeted campaign' and 'Best lead generation or nurturing campaign' at the B2B Marketing Awards last November.
To find out more about the groundbreaking case study, check it out here: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-really-b2bs-campaign-ms-corporate-gifts-wins-gold-three
In this week's episode, Editor for B2B Marketing David Rowlands spoke with Charlie Nicholson, head of planning at Really B2B, about the campaign's success. They dive into their key objectives, metrics and some overall learnings for Really B2B to take moving forward.
The campaign managed to rack in three awards for 'Best multichannel campaign', 'Best use of direct mail' and 'Best use of customer insight' at the B2B Marketing Awards last year.
Check out our podcast page here to find out more about the case study: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-how-really-b2bs-campaign-kettyle-irish-foods-part
In this week's episode, Editor in chief for B2B Marketing Joel Harrison discussed how marketing operation leaders can optimise and better their strategy in 2021. Martech has never been more critical to successful B2B marketing. But at the same time, the proliferation of platforms, the speed of channel evolution and ever-rising buyer expectations, means this success has never been harder to orchestrate.
In this webinar, we broke down: - When does marketing ops become an essential part of your marketing team? - How you succeed as a marketing ops practitioner or leader? - How do you scale your marketing ops resource? - What are the alternatives to an internal marketing ops function? - What’s the future trajectory for marketing ops, and how to you prepare for it?
This webinar was originally recorded February 18, 2021.
The Octopus Group has been acquired by the Publicis Groupe UK, and we're here to talk about it! In this week's episode, B2B Marketing's editor in chief Joel Harrison spoke with Jon Lonsdale, CEO of the Octopus Group to talk about its most recent news!
Octopus Group will join Publicis Groupe UK’s existing B2B specialists to bring strategic, creative, technology and commercial experience to clients and B2B brands. Jon broke down why the timing was right for both Publicis and Octopus Group, some findings he's learned along the way and what this acquisition means for Octopus Group moving forward.
To learn more about the Octopus Group, you can follow Jon @JonLon
Want to unlock the secrets behind an award-winning B2B campaign? In this week's episode, B2B Marketing editor David Rowlands spoke with Charlie Nicholson, head of planning at Really B2B and Kristina Haddrell, group account director for Really B2B. They dive into two of their most successful campaigns, M&S Corporate Gifts: Be Unforgettable and Kettyle Irish Foods (part of the Linden Food Group). They get into their key objectives, metrics and some overall learnings for Really B2B to take moving forward.
In this week's episode, Capita's Kate Owen sat down with B2B Marketing's editor in chief Joel Harrison, where they discussed her growth and expertise as a marketer. They also delved into Capita's journey as Kate shares tips to making ABM relevant for her organisation. Finally, hear her tease what's to come for her session at our ABM conference 4 November!
In this week's episode, B2B Marketing's Joel Harrison sits down with Mark Larwood to discuss all things ABM. Leading up to our ABM Conference 2020, they get into how ABM plays a role in the B2B world today, especially during the Coronavirus.
This week, Joel Harrison sits down with IBM's editor in chief, Scott Stockwell, to discuss how to get the most out of your global content marketing. With content becoming more and more a part of marketer's strategies, it is essential to make it as optimal as possible. Scott and Joel delve into some tips and techniques to improve your content marketing. To hear more from Scott, tweet him @pragmatik.
This week, Joel Harrison sits down with B2B Marketing trainer Shane Redding to discuss the importance of customer centricity during lockdown, and how priorities and agendas has shifted as a consequence of Covid19.
Adam and Molly are joined by Jada Balster who discusses her experiences at Workfront and how saying no has shaped her career. Molly and Adam bring up some difficult but relatable workplace scenarios as Jada gives advice on staying professional while saying no.
In this episode of our podcast, editor in chief Joel Harrison spoke with David McGuire about the buzzwords to avoid in your messaging during Coronavirus, and how to ensure your copy cuts through at a time of shifting priorities and sentiment.
Renowned behavioural science commentator and author, and all-round fascinating guy Rory Sutherland of Ogilvy talks to Joel Harrison about disappointment and regret, drunks on lamp posts, and why you need to stop justifying your marketing! This podcast was recorded as a preview to the 2020 B2B Marketing Ignite USA conference, but the content is of relevance to anyone interested in B2B marketing.
We're so sorry it took so long to release the latest episode of the podcast, I'm sure you've missed us terribly.
However, we are back in style with Lucy and Tunji from PwC. Lucy heads up marketing, while Tunji leads sales - a relationship often fraught with danger!
However, Lucy and Tunji were happy to join us to discuss how they are rebuilding the way sales and marketing work together including the shared goals, workflows and communication tools they're using to deliver success.
This was a delightful conversation, and we're sure you'll enjoy listening as much as we did taking part.
This episode Molly and I were lucky enough to meet and chat to Dr Christine Bailey, Chief Marketing Officer for Valitor. If you've not heard of Valitor, then you're probably not Icelandic
Christine was a fantastic speaker at our Ignite event in June, so we had to get more insight from her for those people that missed out! Christine took us through some of the challenges and exciting opportunities that come with transforming a brand that is already established into something more purposeful and ready to take on the world.
In addition, Christine provides insight into the differences between working at different sized businesses, how colour affects brand and how to keep an energised and inspired team.
The new entry for the book club this week is Marketing Rebellion by Mark Schaefer.
(Please note- we had some technical issues with the recording of this episode, so apologies for the poor sound quality!
Just when you thought we were gone for good.... we're back!
We were lucky to get time with Cat Dutton and Ruth Oakey of Atos for our latest chat, talking about the intersection of ABM and CX, interacting with customers and the value of diversity within a mature B2B business.
If you have any follow up questions for our questions, tweet them! Cat is on @cat_dutton1 and you can find Ruth at @Ruthoakey
For episode 2, Molly and Adam sat down with Sakina Najmi, who has recently featured in our top 20 women in B2B tech marketing list.
We spoke about what great marketing leadership looks like in a B2B business, the importance and art of getting the right team in place, communicating and setting expectations with other senior stakeholders in the business.
We really enjoyed the chance to sit down with Sakina, and we know you’ll enjoy it too.
The book recommended by Sakina is "Artifical Intelligence for marketers" by Jim Sterne. Pick up a copy at https://www.amazon.co.uk/Artificial-Intelligence-Marketing-Practical-Applications/dp/1119406331
If you’d like to keep up with Sakina, you can find her on social media, obviously.
Twitter: https://twitter.com/Sakina_Najmi
Linkedin: https://www.linkedin.com/in/sakina-najmi-555b1115
Welcome to our first ever episode of the B2B Marketing Podcast, and we’re starting with a deluxe triple header episode!
First, we speak to @simon_rusling, Partner and Head of Marketing at Barnett Waddingham, a pensions provider, to talk about all the things he wish he’d known at the start of his marketing journey.
Then we spoke to @BMMarketer, Head of Marketing Strategy at Law firm Addleshaw Goddard. As our awards grand prix winner back in November, we asked him about what it takes to stay creative on top of your day to day burden as a client side marketer. As one of our best and most prolific bloggers, we’ve built him his own hub! Catch his work at https://www.b2bmarketing.net/en-gb/brian-macreadie-b2b-trailblazer.
Finally we met up with @gdavies2, the Director of Global ABM strategy at ServiceNow, the most innovative company in the world according to Forbes. Gemma talks about the cultural challenges of implementing ABM globally, the value of a great team and a growth mindset.
You can see the research Brian Mentions at https://www.warc.com/newsandopinion/news/system1_tracks_down_the_higgs_boson_of_creative_effectiveness/41206.
Next week will see the very first episode of the B2B Marketing podcast. Molly and Adam take a couple of minutes from their busy schedules* to let you know what's in store, both next week and beyond.