B2B Marketing Podcast

Reed Smith’s CMO Sadie Baron joins David Rowlands, head of content at B2B Marketing, to unpack the changes to buyer and employee behaviour across the years. They explore tailoring your marketing to different generations, using data strategically, why the 11th ‘bonkers’ idea is sometimes the best and the steps Reed Smith are taking to improve their marketing in the face of a recession and beyond. T...

Looking to take that next ‘big leap’ but don’t know where to start? We’ve got you covered. Kathy Schneider sits down with head of content, David Rowlands, to explore what makes a successful CMO. In this episode, you’ll learn practical steps to becoming a CMO including pivoting from practical to strategic thinking, how to build and manage a solid team and more. To find out more about our community...

In this week’s acronym-packed episode, Propolis Hive Expert and ABM maestro Robert Norum reflects on the last decade in ABM with head of content, David Rowlands. The pair look at the rising interest and application of ABM over the past 10 years, before taking a glance at what’s on the horizon. Stay tuned for the last 20 years in ABM, coming 2032! To mine even more ABM expert knowledge from the bes...

How can you build a community? Where (if at all) does it fit into the funnel? How can you track engagement? We put all these questions and more to Zapnito’s CEO and co-founder Charles Thiede to unpack what makes a successful, ever-evolving community. Charles and David discuss setting aside the sales pitch to create value, making full use of private spaces for deeper conversations, what it takes to...

What does sustainability look like in marketing? How can you drive (and measure) a green agenda? Where does ‘going green’ start? B2B Marketing’s Lucy Gillman sat down with McKinsey & Company’s partner Sinem Hostetter to investigate. Lucy and Sinem explore the ins and outs of sustainability in marketing from how to make green policies live and breathe throughout your entire organisations, the busin...

In this week’s episode, we set aside the martech and three-letter acronyms in favour of ‘back of the net’ brand loyalty and sports sponsorship with Richard Gillis – award-winning sports journalist, author, podcast host and Spurs fan (make of that what you will). David Rowlands, head of content, and Richard discuss the unique world of B2B marketing in the sport sector and what other B2B marketers c...

We all know the ‘three rights’ mantra. To successfully reach your customers, you need to deliver the right message, at the right time, via the right channels. But what does this look like in practice? Radiate’s B2B CEO and founder, Riaz Kanani, sat down with David Rowlands, head of content at B2B Marketing, to discuss all. Riaz and David explore the layers to delivering a successful targeted appro...

For Influ2’s co-founder, Buying Group Marketing (BGM) is the natural evolution of ABM, providing laser-focused insight on personas within a buying group. Dimitri and David Rowlands, head of content at B2B Marketing, walk you through the ins and outs of BGM. They discuss the steps you need to take to hit the BGM ground running and the transformative results you can expect. If you want to access the...

In this episode of The B2B Marketing Podcast, David Rowlands spoke with Jon Russo, CMO and founder of B2B Fusion, to talk all things Buying Group Marketing (BGM). David and Jon talk through the potential shortcomings of ABM, as well as its possible evolution into an even more targeted strategy. If you want to access the full report on BGM, you can do so here: https://www.b2bmarketing.net/en-gb/fre...

In this episode, David Rowlands is joined by Man Bites Dog’s founder and CEO Claire Mason to discuss how they won Gold for ‘Best corporate-decision maker targeted campaign’ at The B2B Marketing Awards. Claire and David go through the ins and outs of Man Bites Dog’s work with Standard Chartered to position the bank as a leader in sustainable finance and what it truly means to create an award-winnin...

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Katie King, managing director and founder of Zoodikers Consulting Ltd, published author on AI, and much, much more. David and Katie talked about the importance of AI and how to prepare, as well other groundbreaking technologies changing the B2B space. Katie will be speaking at Ignite London, which takes place on 6 July in...

In this podcast, David Rowlands, head of content at B2B Marketing, and Amisha Gandhi, SVP marketing, Tipalti, discuss all things personas and personalisation when it comes to ABM and Buying Group Marketing (BGM). They reveal everything from which channels you should be using, through to sending delicious direct mail and creating individual landing pages with top-tier content. To find out more info...

We all know ABM works. But that’s only part of the story. To take your account-based programmes to the next level, you need to laser-focus on decision makers within a buying group to give them the right message, at the right time, in the right channels. Enter Buying Group Marketing (BGM). In this episode, Ari Capogeannis, director, revenue marketing, NVIDIA, sat down with David Rowlands, head of c...

In this week’s episode, HSBC’s global head of B2B marketing strategy Katherine Lamb joins David Rowlands, head of content at B2B Marketing, to discuss what marketing looks like in one of the largest global banks. Katherine and David take you behind the scenes of HSBC. They touch on everything from the challenges they faced during the pandemic and the strategies to overcome them, to the role that y...

Ignite USA - our hybrid event taking place in Chicago - is fast approaching. In the run up to the event, Lucy Gillman sat down with this year’s co-host, Katie Martell, to give you a taste of what you can expect at the conference, which this year has a heavy focus on brand. Katie and Lucy discuss why brand needs to be on the top of any marketer’s agenda, where you’re going wrong with brand and, mos...

If Clevertouch, the first purely martech-focused consultancy in Europe, doesn't know their martech, then who does? David Rowlands, head of content at B2B Marketing, sat down with their CEO and founder Adam Sharp to discuss the results of their latest report: The State of Martech 2022. David and Adam discuss the changes, movements and dynamics within the martech sphere - and what this means for you...

Think you know marketing operations? Think again. In this week’s episode, David Rowlands, head of content at B2B Marketing, sat down with Darrell Alfonso, global marketing operations at Amazon Web Services - the cloud computing division of Amazon. David and Darrell discuss all things marketing operations within Amazon Web Services, the skills you need for ‘good’ MOPs and the importance of ‘digesti...

In this episode of The B2B Marketing Podcast, David Rowlands, head of content at B2B Marketing, sat down with Tom Stein, the chairman and chief growth officer of Stein IAS, to discuss the state of the B2B marketing agency marketplace. Tom and David discuss everything from the changing role of marketing, to what recent mergers and acquisitions mean for B2B, to how to attract and retain quality staf...

Each year, B2B Marketing conducts a survey of the UK’s leading client and agency-side marketers on the trends they’re focusing on for the year ahead. David Rowlands, head of content at B2B Marketing, sat down with Steve Kemish, Propolis Hive expert for Executions & Campaigns, to discuss what areas marketers are focusing on, the trends falling out of fashion and what this report means for you. Find...

In this episode of The B2B Marketing Podcast, Joel Harrison, our editor-in-chief, spoke with Andrew Last, managing director, marketing at Harvard and Dr. Christine Bailey, CMO at PassFort to discuss The B2B Tech Marketing Innovators Index - a report built by B2B Marketing and Harvard that seeks to celebrate the UK’s most innovative B2B tech marketers. Joel, Andrew and Christine discuss what innova...

Recorded live and direct from Martechopia, VMware's Emily Gravel sat down with B2B Marketing's head of content David Rowlands to discuss all things MOPs. Emily and David talk about why MOPs is the heartbeat of your marketing organisation, the skills you need and how to measure success. You can find out more about Martechopia and register your interest for next year here: https://martechopia.com/?&...

To celebrate International Women's Day, David Rowlands sat down with with B2B Marketing's chair, Susanna Kempe. David and Susanna discuss what this year's theme #BreakTheBias looks like in marketing and Susanna's ten steps to achieving gender equality. You can read more in-depth about Susanna's ten steps here: https://laidlawfoundation.com/10-steps-to-breaking-the-glass-ceiling-in-a-post-covid19-w...

To celebrate our 50th episode, David Rowlands, senior editor at B2B marketing, sat down with Iris' CMO and growth champion, David Turner. David discusses all things growth from the challenges facing Iris to why you need strategy then tech and if you can ever truly have an aligned marketing and business strategy. You can read more about why growth marketing is the number one focus for B2B marketers...

In this week's episode, David Rowlands, senior editor at B2B Marketing, sat down with Addleshaw Goddard's head of marketing, Brian Macreadie. Brian and David discuss how to take your B2B creativity to new heights. As discussed in the podcast, you can find out more about Ignite USA here: https://www.b2bigniteusa.com/ Ignite London: https://b2bmarketing.b2b-ignite.net/ And Propolis: https://www.b2bm...

In this week's episode, David Rowlands, senior editor at B2B Marketing, sat down with Passfort's CMO, Dr Christine Bailey. Tune in to hear David and Christine discuss why digital dominates in 2022 and how to finesse the art of digital selling from the death of spray and pray to why you need 'snackable' content.