B2B Marketing Podcast
A podcast focused on business-to-business (B2B) marketing, aimed at marketing professionals working in that sector. Episodes cover practical advice, trends and best practices for B2B campaigns, lead generation, branding and demand generation. The show is positioned as a resource for marketers looking to improve their strategy and results. It is published by the B2B Marketing brand, which serves the UK and international B2B marketing community.
Episodes
Episode 226: What our 2026 award entries reveal about the direction of B2B marketing, with Omne
In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with ‘UK Agency of the Year’ and foodservice marketing agency, Omne, to explore what’s reshaping B2B marketing. Featuring Emma Halewood, Ellie Mitchell and Chris Davies, the conversation looks at the trends defining 2026 and what they could mean for marketers heading into 2027.
Drawing on hundreds of entries from the 2025
Episode 225: Creating human-centered ABM in an AI world, with EY's Gabriella Sellers
In this episode, host Kavita Singh, Head of Growth Solutions Content at B2B Marketing, is joined by Gabriella Sellers, leader of EY's Global Marketing Excellence for Accounts team. Ahead of her keynote at the Global ABM Conference on 4 November, she shares the philosophy, the frameworks, and the hard-won lessons behind ABM that actually moves the needle.
The conversation covers the growing tensio
Episode 224: Inside the 2026 B2B Marketing Awards shortlist: AI, creativity and the new playbook
The 2026 B2B Marketing Awards shortlist is out, and it's telling a bigger story about where B2B is headed. In this episode, Kavita Singh is joined by Sapio, Radish and FunnelFuel to unpack what this year's entries reveal about the state of B2B marketing, from the campaigns that made the cut to the trends shaping what "good" looks like right now.
From AI-powered marketing transformation and hyper-
Episode 223: Bare-Knuckle B2B: Peak martech, AI hype, and the tyranny of the click
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,
Episode 222: Why Britain is measuring the wrong economy, with B2B Marketing’s James Farmer
In this episode, Kavita Singh sat down with James Farmer, Co-Founder, B2B Marketing & 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 sta
Episode 221: High velocity, low spark? Karen Cooper on saving creativity from AI overload
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 ke
Episode 220: Why judgment is your strategic advantage in the age of AI, with Marketbridge and Turtl
As AI takes over more intelligence tasks in B2B marketing, the real competitive advantage is shifting to something deeply human: judgment. In this week's episode of the B2B Marketing Podcast, Richard O'Connor, CEO of B2B Marketing, is joined by two keynote speakers from our upcoming B2B Ignite conference: Fiona McKenzie, President Europe at Marketbridge, and Nick Mason, CEO of Turtl.
Together, th
Episode 219: Agentic AI: What to automate, augment and keep human, with Baringa
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
Episode 218: Bare-Knuckle B2B: Are agencies still worth it? Sage’s Harry Davies on the truth
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 Marketin
Episode 217: Rewriting the B2B marketing rules with Nick Mason, CEO & Founder, Turtl
In this episode of the B2B Marketing Podcast, Richard O’Connor, CEO of B2B Marketing, is joined by Nick Mason, CEO & 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 challenge
Episode 216: B2B Ignite Teaser: Unlocking the human elements in B2B, with Deliveroo
In this special B2B Marketing Podcast episode, Kavita Singh is joined by Amie Farrell, Global Head of Marketing, Deliveroo for Work, to preview her upcoming session at B2B Ignite.
Amie delves into her philosophy that B2B decision-makers are "just like you and me," challenging traditional perceptions and advocating for a more human-centric approach to B2B marketing. She shares insights on how to
Episode 215: The missing link between creativity and commercial impact, with Omne
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 mis
Episode 214: AI won’t fix your GTM: Why you need a systems-thinking CMO, with Marketbridge
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, spanni
Episode 213: Best answer marketing: Building trust, reaching the 95%, and winning buying groups
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 o
Episode 212: How Omne, UK B2B agency of the year, turned deep expertise into real growth
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 th
Episode 211: Your B2B podcast isn’t failing, it’s just being measured wrong
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
Episode 210: How AI is rewriting the rules of content and brand strategy
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 a
Episode 209: European ABM Forum Teaser: Why your ABM program needs consistency and flexibility
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
Episode 208: Gold, Grand Prix and No BS: Inside Workbooks’ winning campaign
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 ev
Episode 207: Inside award-winning B2B campaigns and what they mean for marketing in 2026
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 insigh
Episode 206: How to create high-performing teams and resource networks, with HelloKindred
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 curio
Episode 205: Vanessa Schotes, CMO, Enfuce, shares her philosophy for being a commercial marketer
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 yea
Episode 204: Fast, simple, trusted: What’s driving modern B2B buying decisions
In this episode of The B2B Marketing Podcast, David Rowlands sits down with Tom Setter, Strategy Partner at Dentsu B2B, to unpack the latest Superpowers Index, Dentsu B2B’s global study of over 16,000 B2B buyers and 35,000 buying experiences.
The report reveals the 30 decision drivers shaping B2B purchasing right now, highlighting the trends, shifts, and constants in what matters most to buyers.
Episode 203: Stop shouting: Why your demand fails without a braver story
In this week’s episode of the B2B Marketing Podcast in association with Brands2Life, Kavita Singh, Head of Growth Solutions Content spoke with Tim Corcoran, Managing Director, Marketing & Creative Services, Brands2Life and Sally Jacobs, Senior Director of Social Media & Advocacy, Qlik.
The episode kicks off with the trio discussing the current competitive landscape of B2B marketing, underscoring
Episode 202: Inside belief, thought theatre and content dysmorphia, with Differentiated
In this week’s episode of the B2B Marketing Podcast in association with Differentiated, we are joined by Jon Buckthorp, Commercial Director, Differentiated to discuss the agency's latest report: Art & 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 thei
Episode 201: Everything you need to know about strategy planning in 2026
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 sma
Episode 200: The sweet sound of success in audio branding, with Neil Montgomery
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
Episode 199: A look inside the 2025 B2B Marketing Awards shortlist
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, FunnelFu
Episode 198: Why B2B strategy needs a little magick: Escaping the data trap, with Lesniak Swann
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 everyth
Episode 197: Want to integrate AI into your business strategy? We spoke to Jake Bird to find out how
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, i
Episode 196: Exploring creativity, data and the new rules of engagement, with Omne
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
Episode 195: How to make your rebrand stand out in a sea of sameness, with Jada Balster
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 u
Episode 194: How to get on the B2B buyer’s shortlist before the buying even begins
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 t
Episode 193: From startups to CMO: Inside Scott Leatherman’s journey with sales, the CRO and AI
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
Episode 192: How to stay ahead of the AI curve: Insights from Bidwells’ Ben Lee
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 B
Episode 191: How to incorporate agentic AI into your ABM journey, with Hut 3
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 strikin
Episode 190: Championing collaboration and commercial growth, with Canon’s Khalid Aziz
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 cybersecurit
Episode 189: Aligning purpose and culture into your rebranding strategy, with Sarah Roberts
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 i
Episode 188: Is B2B the new frontline of FMCG brand growth?
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,
Episode 187: How Verizon's Iris Meijer gets the most out of tech, without losing the human touch
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
Episode 186: From the factory floor to the boardroom: Monica Kumar, EVP and CMO, Extreme Networks
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 p
Episode 185: How Omne broke into the Top 10 UK Agencies in 2025
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, Om
Episode 184: How to lead an award-winning marketing team, with Benefex’s Sally Winter
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 y
Episode 183: JLL’s Global CMO talks AI, his role, and the key to a commercially impactful strategy
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.
Episode 182: How Rooster Punk & Allica Bank put on ‘creative hats’ to make an award-winning campaign
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
Episode 181: Want to win UK agency of the year? Here's how The Think Tank did it
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
Episode 180: How to take on an agile approach in the new digital marketing era with FunnelFuel
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 curati
Episode 179: The secrets to becoming B2B marketer of the year, with Matt Allen
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
Episode 177: Who Won Big At The B2B Marketing Awards? We Did A Deep Dive
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 us
Episode 178: Lessons for launching a successful global B2B brand campaign with Radish
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 Edwa
Episode 176: We asked AI to evaluate award-worthy ABM campaigns — Here's what happened
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 di
Episode 175: Pipeline to paycheck: Overcoming B2B marketing recruitment challenges
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 Ni
Episode 174: Leading a B2B marketing transformation, with Pearson’s Rachel Exton
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.
Episode 173: Striking an emotional chord: Inside an award-winning campaign, with Park & Battery
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 pla
Episode 172: How Trilliad is pioneering a new generation of revenue services companies
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 dis
Episode 171: Inside FunnelFuel’s research on fading cookies - what marketers need to know
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 awa
Episode 170: Debunking the four biggest misconceptions in B2B buying behavior, with Inbox Insight
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 util
Episode 169: Let’s talk about the ‘new’ customer buying journey, with Revere
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 bu
Episode 168: How NetApp CMO, Gabie Boko, is driving marketing-led growth in a crowded market
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
Episode 167: The B2B Marketing Awards Shortlist revealed: Who made the cut?
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 success
Episode 166: What’s wrong with B2B lead generation, and how can we fix it? With Pipeline 360
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 l
Episode 165: What does a healthy relationship between marketing and product actually look like?
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 – t
Episode 164: How to strike the perfect balance of human value and AI innovation
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,
Episode 163: How star power is putting Juniper center stage, with CMO Jean English
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 expla
Episode 162: How B2B challenger brand Allica Bank became the UK’s fastest growing company
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 Pod
Episode 161: Why Dassault Systémes bet big with a takeover of Piccadilly Circus
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 Victoire de Margerie has embarked on an ambitious marketing program focused on its sustainability credentials – including a high-profile takeover of London’s Piccadilly Circus dig
Episode 160: How Ericsson is stepping into the limelight as an enabler of summer cultural euphoria
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
Episode 159: Are we falling in love with martech again? A deep dive into Clevertouch’s latest report
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 w
Episode 158: What we learned at B2B Ignite 2024, with Shane Redding and Scott Stockwell
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
Episode 157: How women in B2B marketing can progress in their careers with confidence
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
Episode 156: All the B2B learnings from the 2024 Cannes Festival of Creativity
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 marketin
Episode 155: How to efficiently use your martech to find growth opportunities, with MOI Global
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 us
Episode 154: How Korn Ferry is putting podcasts at the center of its marketing strategy
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
Episode 153: Robert Norum on using the full-stack ABM model as the basis for your GTM strategy
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
Episode 152: Everything you wanted to know about B2B lead gen but were afraid to ask
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
Episode 151: What’s driving innovation in marketing today? With Microsoft Advertising’s Ryan Miles
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 wa
Episode 150: Inside Deloitte’s Olympics partnership with Annabel Rake
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,
Episode 149: Why ignorance is NOT bliss when it comes to the deprecation of third party cookies
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 leader
Episode 148: Unicorns, Centaurs and PE houses. Managing B2B’s beasts with Staffbase's David Burnand
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 learne
Episode 147: How to (actually) demonstrate marketing impact and hit your revenue target, with Aon
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
