Spotlight on B2B Marketing

From physicist to product marketing leader—Chris Wade's journey is anything but ordinary. But can marketing really solve problems that businesses didn't even know were marketing problems? In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Chris Wade, Chief Marketing and Product Officer at Gamma Communications, to explore how marketing can unlock commercial solu...

Is your annual marketing plan holding you back? What if there's a more agile way to drive growth while staying laser-focused on what matters? In this episode Karen welcomes Olga Denisova, CMO at GetPhoto.com and a veteran of major tech success stories including Semrush's IPO and Vine's journey to a $15 billion valuation. Olga shares her bold decision to abandon traditional marketing...

How do you build a high-performing marketing team from the ground up -especially when the stakes are high and the budget is tight? In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Jerome Stewart, CMO at Conviva, to explore the art of building effective marketing teams in resource-constrained environments. With experience spanning from Peace Corps volunteer in Bolivia t...

In today's digital-first world, B2B buyers conduct extensive research before ever contacting a vendor. But how can marketing and sales teams effectively reach prospects who prefer to remain anonymous until they're ready to buy? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Stefano Iacono, Marketing Director at 6sense and a seasoned B2B marketing leader with ove...

AI is a hot topic for everyone in marketing right now, with tools like ChatGPT and other generative platforms changing how we work. But can marketers really harness AI effectively while maintaining that essential human connection with customers? In this episode, host Karen Lloyd welcomes Melody Easton, CMO of Belt Software, to explore the transformative impact of AI on marketing strategies. With o...

In this episode, host Karen Lloyd speaks with Ana Castrillon, Head of Marketing at Toku, about what it really takes to drive business growth through global marketing. Ana shares insights from her experience scaling brands across Latin America, EMEA, and the US, exploring key differences in buyer behaviour, the importance of localisation, and whether a repeatable marketing playbook exists for enter...

In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd interviews John Watton, an international marketing leader who has shaped strategies at tech giants including Adobe, Yext, and VMware.  With extensive experience in building world-class marketing strategies in complex global markets, John shares insights from his transition to a fractional CMO role where he now invests his experti...

In this week's episode, we dive deep into the intersection of creative marketing and data analytics with Laura Proctor, Chief Marketing Officer at Summize . Having achieved the role of CMO before turning 40, Laura brings an impressive track record of scaling B2B marketing functions that consistently deliver commercial outcomes. Throughout her career spanning almost 20 years across high-growth...

Welcome to another episode of the Spotlight on B2B Tech Marketing. Today we're joined by Juliette Aiken, CMO of Dotdigital, whose journey from Product Marketing Manager to CMO mirrors the remarkable evolution of the company itself.  As Dotdigital celebrates its 25th anniversary, Juliette shares valuable insights on transforming from a single-product email service provider to a comprehensive m...

Host Karen Lloyd, founder of Armstrong Lloyd and veteran tech marketing recruiter, is joined by Associate Director Annalie Graham to reflect on the transformative year in marketing recruitment across the technology sector. With over 3 decades of combined recruitment experience, they offer unique insights into how the market has evolved and what lies ahead for 2025. Karen and Annalie discuss how th...

In this episode of Spotlight on Marketing, host Karen Lloyd sits down with Richard Levy, a seasoned marketing expert with over 20 years of experience working with companies ranging from household names like MoneyGram and Santander to tech start-ups.  Richard shares insights from his journey, discussing the intersection of brand and performance marketing, the differences between corporate and start...

In this episode of the Spotlight on B2B Tech Marketing, we're joined by Jessica Dye, Chief Marketing Officer at JATO Dynamics.  With 15 years of leadership experience in B2B tech marketing, Jessica has successfully built a self-sufficient marketing function based on the principle that every team member plays a crucial role.  She shares her insights on creating a revenue-generating marketing d...

In this episode, host Karen Lloyd sits down with Ross Chapman, a seasoned marketing leader with over 16 years of experience driving revenue growth for B2B SaaS technology companies including Aptitude Software and PortSwigger.  Join us as Ross shares his insights on how to adapt tech marketing strategies in today's challenging economy.  Together we delve in and discuss the importance of custom...

In this episode, we're thrilled to welcome Charlene Ignacio, a renowned marketing authority and visionary leader in the tech and MSP space. As the founder of Fornix Marketing and champion of the MSP Trust Advisors movement, Charlene has made a significant impact in demystifying complex marketing strategies and aligning organizational objectives. Charlene's expertise in curating marketing...

I am delighted to welcome David Keane to the Spotlight on B2B Tech Marketing this week.  David is an award-winning B2B CMO with an impressive track record in the technology industry and joins me to share his insights on navigating the evolving landscape of technology marketing.   Tune in as we explore the power of zero-party data, investigate the role of AI in transforming sales and marketing and...

This month, I welcome Emma Acton, an award-winning B2B marketing leader with nearly 30 years of experience in the technology industry, to share her insights on the benefits of keeping the customer front and centre in your strategic thinking and aligning sales and marketing in the process.   Emma and her team have even won the prestigious Forrester award for ROI by aligning sales and marketing arou...

Are you tired of marketing being seen as an afterthought in your organisation, focused solely on tactical execution?  It's time to elevate your marketing function and position it as a strategic driver of revenue growth, tightly aligned with your sales goals. In this episode of the Spotlight on B2B Tech Marketing podcast, we'll explore how to transform your marketing approach from a react...

“If the secret to success is brilliant messaging, then marketing should have a critical role to play across the organisation”. I couldn’t agree more with my guest in this second episode of Spotlight on B2B Tech Marketing!  I had the privilege of chatting with Richard Blundell, a seasoned veteran in the SaaS industry. Richard and I delve into the vital role of marketing in driving growth, offering...

Are you concerned as a tech leader that your growth might be limited due to strategies or approaches that just aren’t working? In this episode, I welcome tech CMO and investment advisor Stephen O’Brien to discuss the challenges of marketing in sales-led tech companies and the importance of moving up the value chain.  Stephen is a trailblazing CMO and tech-founder whose professional journey include...

Welcome to Spotlight on B2B Marketing, where we shine a light on the dynamic world of B2B marketing!  I'm your host Karen, an accomplished recruiter, business owner, and marketer with a passion for all things marketing. Our mission?  To delve deep into the realm of B2B marketing, uncovering the strategies, insights, and success stories that drive innovation and growth. Join me as we embark on...