B2B Marketing Podcast

Referral marketing is often associated with consumer brands, but could it be one of B2B’s most underused growth opportunities? In this episode of the B2B Marketing Podcast, Kavita Singh sits down with Kirsty Sharman, CEO and Founder of Referral Factory, to explore the role referrals can play in B2B growth. They discuss why referrals matter in complex buying journeys, what makes a successful referr...

B2B buyers haven't stopped buying. They've just moved somewhere marketers can't follow. 90 to 94% of business buyers now use AI to research products and services. As research shifts into ChatGPT, Claude and other LLMs, the traditional funnel has gone dark, leaving marketing leaders to defend budgets to CFOs without the attribution they've relied on. “The darkness is more in the measurement and att...

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with ‘UK Agency of the Year’, 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 and 2026 B2B Marketing Awards, th...

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 tension...

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-p...

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, im...

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 stand...

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 kee...

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, the...

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...

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...

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 challenges...

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 en...

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...

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...

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 over...

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 tha...

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...

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 al...

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 f...

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 eve...

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...

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 curios...

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,...

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. T...