B2B Marketing Podcast

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...

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 w...

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 their...

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 smar...

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 t...

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, FunnelFue...

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...