B2B Marketing Podcast

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...

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 ‘...

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 importanc...

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...

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...

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 s...

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 int...

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 land...

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 s...

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 convers...

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 P...

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 marketin...

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 ri...

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...

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 G...

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...

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 bus...

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 nationall...

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 writ...

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...

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 featuri...

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, a...

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...

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...

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, whet...