B2B Performance Marketing Podcast

AI is changing B2B marketing fast. But better prompts won’t save bad data or weak strategy. In this episode, Louis and Maelien explore what marketers should focus on now to stay ahead as AI becomes more embedded in advertising platforms. They discuss why robust conversion tracking is the foundation of effective AI, the shift from channel-level optimisation to systems thinking, how integrating data...

Great ads management isn’t about doing more work. It’s about having the right system behind it. In this episode, Louis and Maelien explore why operational frameworks are essential for consistent, high-quality performance marketing. They discuss the hidden cost of reactive account management, the difference between “dabbling” and “grazing” in ad accounts, and why the best frameworks create consiste...

Not all PPC agencies are created equal. In this episode, we break down the biggest B2B ad agency red flags — from overpromising and fake expertise to poor tracking, hidden data, account ownership issues, and “set and forget” management. You’ll learn what a healthy agency relationship should actually look like, how to spot warning signs before performance drops, and the questions to ask if somethin...

You can’t master everything in B2B marketing- so what actually deserves your time? In this episode, Louis and Maelien break down the core skill sets that drive real performance when you’re stretched thin. From technical setup to creative, analytics, commercial thinking, storytelling and CRO, they explore what to prioritise, what to outsource, and how to play to your strengths. If you’re juggling m...

It's 1 year since we launched the podcast so as a recap- here are the 5 lessons that actually moved the needle this year. From finding the right budget (and why spending less can cost you more) to using lead friction to improve quality, this episode distils the biggest performance marketing insights from the past 12 months. You’ll also rethink attribution entirely — and why chasing perfect dat...

Google Ads suddenly stops working? Lead volume drops, costs spike, and performance tanks overnight. Here’s how to diagnose and fix it fast. Learn a clear framework to pinpoint whether the issue sits in your ad account, landing pages, tracking, or external factors- and what to do in each case. From reading CPC and conversion rate signals to reversing poor changes, fixing lead quality, and avoiding...

Google Ads feels like a minefield, but most teams miss the two things that actually move performance. If you're spread too thin or unsure what to prioritise, this episode cuts it down to what matters: targeting real buyer intent and getting conversion tracking right. You’ll learn why exact match search gives you control, how to filter out wasted spend, and why poor tracking quietly drains budget e...

Manual reporting draining hours from your week? Here’s how to automate the boring bits so you can focus on decisions that actually improve performance. Louis and Maelien unpack the idea of data enablement in B2B performance marketing: why ad data needs commercial context, and why the real value isn’t in collecting data but interpreting it. They share the reporting problem that once cost their team...

Lead attribution headaches? You're not alone. In this sharp Curveball Clinic edition, Louis and Maelien tackle three real-world questions marketers face when CRM data and ad platform reports don't align. You'll learn how to handle mismatched lead sources, why last quarter’s data keeps changing, and what “50 conversions” actually means when your CRM only shows 30 leads. Packed with clar...

Brand search: smart strategy or budget drain? If competitors are bidding on your name, ignoring branded keywords could cost you leads. In this episode, Louis and Maelien unpack when to use brand search in B2B paid media, how to defend your territory, and why attributing conversions to brand ads is trickier than it looks. Learn how to budget, exclude brand from Performance Max, and use Auction Insi...

Feeling the pressure to do more in 2026? This episode makes the case for doing better with less. Louis and Maelien pull back the curtain on Web Marketer’s internal strategy for the year ahead—ditching the cookie-cutter mindset and doubling down on partnership-driven client retention. You'll hear why “embracing the boutique” beats scalability at all costs, and how enablement-from data infrastru...

Struggling to run meaningful B2B landing page split tests without wasting time and budget? This episode breaks down how to build a high-impact testing schedule grounded in customer insight, not guesswork. Learn how to plan smart hypotheses, track at deal level, and know when a test is ready to call. Whether you’re running lab-style tests or optimising ad performance, this framework helps you ident...

Inbound calls convert- but are you even tracking them? Most B2B marketers aren't. In this episode, Louis and Maelien reveal how poor call tracking setups waste high-quality leads and underreport campaign ROI. You'll learn how to use Google’s free “calls from website” tracking, set call duration thresholds to filter quality, and bridge the gap between Google Ads and your CRM. Plus, they sha...

Most B2B lead ads don’t fail because of the platform, they fail because they chase cheap leads with zero buying intent. In this episode, Louis and Maelien break down why standard lead gen playbooks fall short and how to fix them. You’ll learn how to build lead ads that screen out the wrong people, create real commercial value, and align with the buying journey. From adding smart friction to using...

AI won’t steal your job, but it might flood your feed. In this episode, Louis and Maelien break down where AI adds real value in B2B marketing, and where it still falls short. You’ll learn how to use AI as a productivity multiplier without losing originality, why average content is becoming invisible, and how to keep your brand voice sharp in an era of copy-paste creativity. Plus, practical ways A...

Bad leads waste time, hurt morale, and tank conversion rates. But most lead quality issues aren’t caused by one big mistake, they're caused by six small ones that stack up fast. In this episode, Louis and Maelien break down the hidden issues silently killing your lead-to-sale conversion rate. From weak traffic signals and role mismatch to unclear landing pages and form friction, you’ll learn h...

Brand or performance – which side are you on? If your answer is either, you’re likely missing half the picture. In this episode, Louis and Maelien break down the false divide between demand generation and performance marketing, showing why the real winners are those who blend both. Learn how to use branded search as a signal for performance potential, when to boost posts without wasting budget, an...

Funnels are failing - here’s what to do instead. In this episode, Louis is joined by Phil Treagus-Evans, founder of Giraffe Social and author of Human First Marketing , to unpack why the traditional B2B funnel is broken and how his “Pinball Method” better reflects today’s messy, non-linear customer journey. You'll hear how human-first principles drive advocacy, why lazy AI marketing is killing...

If your ad budget’s too low, you’ll overpay for leads. Too high? Same problem. This episode shows you how to find your B2B “Goldilocks zone”. You’ll learn the ad spend thresholds for signs of life vs. predictable pipeline, how Google’s auction model affects cost per lead, and why budget should scale with behaviour, not just ambition. Whether you’re stuck in “scaling jail” or unsure why your perfor...

Targeting too broad? Tracking too vague? Keyword lists too shallow? This episode helps you fix all three. Louis and Maelien walk through how to build sharper B2B PPC campaigns -from crafting smarter keyword sets (that go beyond obvious head terms), to refining audience selection across Google, Meta and LinkedIn, and tightening your conversion tracking so you only measure what matters. Plus, how to...

Struggling to build an ad strategy that actually converts? Most B2B SMEs jump straight to spend—this episode shows you what to do first. Louis and Maelien unpack the first three steps of Web Marketer’s proven six-part framework: setting data-backed budgets and targets, running effective discovery workshops, and gathering competitive intel you can action. Grab the free Breakthrough Blueprint workbo...

Many B2B teams mistake a collection of tactics for a real strategy - leading to wasted budget and missed opportunities. In this episode, we define what a true advertising strategy is, why it matters, and how simple changes can deliver huge gains. You’ll hear three case studies: hyperlocal targeting without endless landing pages, unlocking hidden gold in long-tail keywords, and turning a costly qua...

Right now, B2B marketers are losing conversions they can’t even see. In this episode, Louis sits down with Abbie Poots, CEO of Perazam Consulting, to demystify server side tracking - what it is, what it isn’t, and how it could reclaim up to 20% more visibility on your campaigns. From bridging the gap between marketers and developers to avoiding costly tracking mistakes, this episode packs big insi...

Your website looks great, your product is solid - but conversions still aren’t landing. Why? It’s often down to a weak marketing promise. In this punchy episode, Louis and Maelien reveal why copying category leaders is risky and why vague or generic messaging kills performance. You’ll get a practical, 3-step method to craft, test and validate a sharper marketing promise, one that resonates with th...

Drowning in dashboards but still unsure what your ad data’s telling you? This episode shows you how to turn reporting noise into performance insight. Louis and Maelien unpack the “Diagnose, Decide, Demonstrate” framework - helping you ask better questions and get answers that drive action. Learn how to transform raw metrics into clear decisions, get ahead of issues with weekly pulse reports, and a...