Market Mentors

In this episode of the Market Mentors podcast, Matt Dodgson speaks with Michelle Huff, CMO of Alteryx, about her extensive career in B2B SaaS marketing. They discuss the evolution of brand building, the importance of customer advocacy, and the challenges of making data analytics compelling. Michelle shares insights on leveraging AI in marketing strategies and offers practical advice for B2B market...

In this episode of Market Mentors, Matt Dodgson interviews Araminta Robertson, founder of Mint Studios, about the state of B2B content marketing in 2025.  Despite AI disruption and tightening budgets, Araminta explains why content remains essential for sharing expertise and generating leads.  They discuss: The Importance of Content Marketing in 2025 Blogs and Their Evolving Role Where Would You St...

“People buy from people.” And that’s why B2B influencer marketing actually works. In this week's podcast episode, I sat down with Vahbiz Cooper, Digital Marketing Manager at Demandbase, to dig into: What Are the Benefits of Influencer Marketing for B2B Companies? How to Find the Right Influencers? Maintaining Influencer Relationships Effective Channels and Content Formats Measuring ROI in Inf...

In this episode of the Market Mentors podcast, Matt Dodgson is joined by Kartik Krishnan , a demand-generation expert with experience at Google, Onfido, CapDesk, Beamery, and Founders Factory.  Kartik shares his insights on how early-stage B2B tech startups can effectively balance demand creation and demand capture , overcome marketing challenges with limited resources, and build scalable go-to-ma...

What's it REALLY like to search for a senior marketing role in B2B tech today? After leaving her company and looking for a job during the second half of 2024, Lisa Vecchio shares her story and insights on searching for a senior B2B marketing role in tech. We discuss: How good or bad is the job market? Did you have a clear idea of what type of job you were looking for, or did it evolve? How di...

When should you hire your first marketer?  It’s a question a lot of B2B tech start-ups struggle with and, unfortunately, tend to get wrong.  But making the right decision, not just about when to hire, but also which type of marketer to hire first, can have an enormous impact on your start-up’s growth.  In this episode, Emma Westley guides us through the question of when B2B tech start-ups should h...

2023 has thrown a bunch of tough challenges at B2B tech marketing leaders, making it one of the trickiest years in a while, maybe even in the last couple of decades. The constant pressure to do more with less can squash creativity, test the relationship between marketing and sales teams, and even make even the most confident marketers second-guess themselves. So, what's the way out of this? N...

With the current correction in the B2B technology market, finding the right balance between creativity and efficiency is crucial for success. This is especially true for B2B content marketers, who are seeking innovative ways to engage their target audience while optimising their resources. One tool that has revolutionised this field is artificial intelligence (AI), which offers immense potential f...

In competitive markets, how can you use expertise-based positioning to help you create content that engages your audience?  In this podcast, we catch up with Rin Hamburgh, a former journalist and experienced copywriter, to discuss research that her agency has conducted into what the C-suite reads.  So, if you’re someone who has to engage the C-suite, or you want to create a marketing strategy that...

Marketers play a crucial role in generating leads, raising brand awareness, and ultimately fueling the sales engine. One often overlooked resource that marketers can leverage to maximise their pipeline is the use of sales development representatives (SDRs). And in today’s podcast, we will explore what SDRs are and how marketers can effectively utilise them to drive pipeline growth. And there'...

In today's global marketplace, the concept of localised marketing has become increasingly important for B2B tech companies. But what exactly is localised marketing? And how can it help companies succeed in a highly competitive industry?  In this podcast, I explore the benefits of localised marketing, discuss when companies should consider implementing it and a whole lot more with Lisa Vecchio...

A short update from us here at Market Recruitment.  Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .

In the digital age, data is king. And for B2B marketers, this treasure trove of information holds the key to unlocking new opportunities and driving demand. But how exactly can data be used to achieve these goals? In this podcast, I talk to John Webb , Founder and CEO of Get2Growth , about the power of data in the B2B market and provide actionable insights on how to leverage it effectively. We cov...

In today's digital age where buyers are more informed, a well-designed and optimised website can be a powerful tool to attract and convert potential customers for your B2B tech business.  But where do you start?  In this podcast, I talk to Sam Dunning , Co-Owner at Web Choice about the key steps to creating a B2B website that not only looks great but also drives leads and delivers results.  W...

In today's fast-paced world, attention spans are shrinking, and the demand for quick and easily consumable content is on the rise. As a result, many companies are turning their long-form content into short-form content to cater to these changing preferences.  But how? So in this podcast, I talk to Anthony Leung , the Founder of Mean Write Hook about how to do it. And as someone who's wor...

Artificial intelligence (AI) is transforming the world as we know it, and marketing is no exception. From optimising online ads to creating content, AI is revolutionising how companies can reach their target audience more effectively. And in this podcast, I talk to Ian Macleod , CMO at SALESmanago , about how AI is changing marketing.  We cover: Why AI could be good for marketers Why marketers nee...

In the rapidly evolving world of fintech, standing out from the competition is crucial for success.  One strategy that has proven to be highly effective is category creation. By defining a new category, establishing an emotional connection with customers, and aligning with the values of their target audience, fintech companies can drive growth, attract investment, and revolutionise the industry. ...

New tools, strategies, and tactics are readily available in today's marketing environment, making it easy to become distracted. Throw AI into the mix, and it’s clear to see why a lot of B2B marketers see focus as their number one challenge. And those challenges are particularly heightened for marketers who work for B2B tech startups. These jobs, by their very nature, are incredibly hard. High...

One of the biggest challenges for B2B fintechs in 2023 is how to create demand. With the well publicised demise of Silicon Valley Bank, rising global interest rates, and a cooling of major economies, venture capital funding in the sector is down by a whopping 83% in Q1 of 2023 compared to the same period in 2022. And this all has an impact on growth. But despite these challenges, there are real op...

Are there any similarities between recruitment and B2B marketing? On the surface, they may seem like different jobs requiring different skill sets, but if you look closely, you’ll find that both disciplines have more in common than meets the eye.  However, as modern marketing has become more commonplace, the recruitment industry lags behind. So what can recruiters learn from the transformation B2B...

It's no secret that B2B marketing can be difficult -- after all, you're marketing to a niche audience with often limited budgets. But the challenge of cutting through the noise and making an impact with your target market is compounded yet again in the digital era: attention spans are shorter than ever before and audiences are increasingly flooded with brand messages from multiple source...

The startup to scaleup journey is a tough one, even more so in the current climate as investors become more cautious.  But there are lessons to be learned from successful startups that have achieved success. I’m pleased to be talking to Victoria Hatcher , who works from one of those businesses. In 2022, Proximie, only six years after they were established, raised an $80m Series C, taking their ove...

Whether we’re in a recession right now or not is a debate for people who are far more informed than me. However, what can’t be denied is there’s been a shift in a lot of technology companies recently from a ‘grow at all costs’ mentality to one that’s focussed on ‘efficient growth’.  Inevitably that shift brings about change, which could mean redundancies or reduced budgets.  But with every headwin...

Today’s B2B tech marketers aren’t short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies. But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing qualified leads (MQLs) which in many cases will never t...

For a B2B tech company, your positioning in the market, and the messaging you use to communicate with customers, are absolutely critical to your success. But when there’s so much competition from so many similar products and services today, it’s difficult to stand out from the crowd.  So, how can you ensure your messaging is unique and impactful enough to grab the attention of your customers?  In...