Pipe Dream | A B2B Marketing Podcast

In this episode, I sit down with Isabelle Papoulias, CMO at Mediafly She shares her experience of leading the marketing strategy around an acquisition, how to define go-to-market messaging that resonates with customers and why it's so important to ask the tough questions early on. This episode is a must-listen for any B2B marketers sitting on the side of an acquirer and wondering just how the hell...

In this episode, I sit down with Robin Bodicoat, Head of Marketing at Touchlight. He shares an amazing story of a two-year-long project he led at his former company, Quotient Sciences, which saw Robin bring together five global business units with completely different identities and cultures under one cohesive brand. This episode is a must-listen for any B2B marketers tasked with leading a rebrand...

In this episode, I sit down with Renette Youssef,  Chief Marketing Officer of Velo3D. She shared the story of when the company went public via SPAC last year - and the journey leading up to the moment where Renette and her team rang the NYSE bell. We discussed what marketing expectations Velo3D's investors had for the listing, what strategy Renette deployed to meet them, and how the team maximised...

In this episode, I sit down with Faaiza Ramji, Founder of On Purpose. We talked about building brand and marketing strategies in non-SaaS businesses, navigating big moments of change and how finding that 'transformational idea' is like catching lightning in a bottle.   You can follow Faaiza here. Or visit the On Purpose website here. Also - why not check out my weekly newsletter, The B2B Bite, whe...

In this episode, I sit down with Diane Wiredu,  Messaging Strategist and Conversion Copywriter, and the founder of Lion Words. Drawing on her real-world experience in the world of B2B SaaS, Diane broke down the step-by-step approach she takes with clients on how to establish an on-page messaging hierarchy that tells a story and drives results. She also shared the #1 reason where companies fall sho...

In this episode, I sit down with Ronak Ganatra, VP Marketing at GraphCMS. We covered a topic everybody working in technology needs to understand - developer marketing. From what personal characteristics of developers should influence your strategy to the most effective channels in reaching more technically-minded buyers, this episode is a masterclass in building trust with a hard-to-win-over audie...

In this episode, I sit down with Marc Thomas, Head of Growth at Powered By Search. We covered a lot of the BIG questions faced by B2B companies - from what the best marketing teams are doing to drive growth to whether there's any point in optimising your strategy for MQLs. (hint - there is) This episode is a must-listen for early-stage B2B organisations looking for actionable demand-gen they can p...

In this episode, I sit down with Danielle Guzman, Head of Social Media at Mercer.  We broke down B2B social strategy into a 40-minute masterclass - from how to set the right objectives at the start of the year to finding the right balance between paid and organic.   Danielle also shared her thoughts on the biggest untapped social media opportunity for brands in 2022.  This episode is a must-listen...

In this episode, I sit down with Breezy Beaumont, Head of Growth & Marketing at Correlated. We broke down how marketers can find out where their customers are hanging out online from a cold start, the most common pitfalls around activating a new channel and how to avoid them, and the best way to handle an exec that wants you to invest in an idea that you think won't work. This episode is a mus...

In this episode, I sit down with Amanda Natividad, Marketing Architect at Sparktoro. We had a great, free-flowing conversation on everything from breaking into marketing as a career, the blurring lines between B2C and B2B marketing and how to create high-value content programme. Amanda and I also dived into the role of the conventional marketing funnel and why measuring leads may be a distraction...

Flying solo this episode.  I talk about the antidote to curing marketing departments that are risk-averse, creatively stunted and ill-equipped to handle evolving B2B buyer behaviours - more creative goal setting.   This episode is a must-listen if you're obsessed with generating demand for your company tomorrow, not just capturing what exists today.  Also - why not check out my weekly newsletter,...

In this episode, I sit down with Grace Baldwin, Content Strategist. We dived into her work on building an enterprise-scale funnel framework at Hiber. Built according to Eugene Schwartz's copywriting classic '5 Stages of Awareness', this episode is a must listen for B2B professionals looking to create a content system that nurtures leads so they're ready for sales. You can follow Grace here. Thanks...

In this episode, I sit down with Jorge L Soto, Head of Content & Community at Reprise. We dived into a marketing discipline I'm the least familiar with but most eager to learn - product-led growth. Jorge went back to the basics to explain the core components of a PLG strategy, how it can complement more traditional inbound/outbound marketing efforts, and why marketers should get cosy with thei...

In this episode, I sit down with Ethan Beute, Chief Evangelist at BombBomb. We dived into why video is the most effective medium to convey a one-one/one-to-few marketing message,  how to equip your colleagues to produce their own high-quality videos and why marketers should focus on the unscalable when building a video strategy.  Ethan also shares his tips on how to convince sceptical sales collea...

In this episode, I sit down with Brook Perry, VP Marketing at 'nuffsaid. We dived into marketing at a startup that's still in stealth, finding opportunities to surprise and delight, and establishing credibility when you haven't got any customers you can point to in a conventional case study. Brook also shares her philosophy on treating content like a product and the success her team found in launc...

In this episode, I sit down with Lisa Riley, Senior Vice President and Head of Global Events at Forrester. We dived into how to run a virtual event that cuts through all the noise, how to retain attention and avoid 'Zoom fatigue', and how to replace the face-to-face networking experience online. Lisa also shares her thoughts on the return of in-person conferences and the changing expectations of e...

In this episode, I sit down with Adrienne Barnes, Founder of Best Buyer Persona. We dived into what exactly a buyer persona is, why so many of them are absolute rubbish, and how to create one that actually makes your marketing more effective. Adrienne also shares her advice on how to present a buyer persona to different folks within your organisation, from fellow communicators to the CEO. This epi...

In this episode, I sit down with Andra Zaharia, Content Marketing Specialist for cybersecurity companies.  We dived into the unique marketing challenges facing an exploding sector, the role of fear in security storytelling and how to find the balance between education and entertainment. Andra also shared what career opportunities exist in her industry for content marketers looking for a new challe...

In this episode, I sit down with Amit Bivas, VP Marketing at Optimove. We dived into why the company has launched a standalone media publication (PostFunnel) alongside its company blog, the opportunities this has created for the Optimove sales team in account nurturing and how Amit has structured his team to push out 10+ pieces of content EVERY WEEK. This episode is a must-listen for B2B companies...

In this episode, I sit down with Sophie Hill, Marketing Executive at Rothley and recent inductee into The Drum Future 50. We dived into her work in transforming the manufacturer of metal tubes into a brand that can stand toe-to-toe with any consumer brand when it comes to digital and design. Sophie walks me through her first week on the job when she was thrown into a rebranding project,  how Rothl...

In this episode, I sit down with... myself. That's right. In a once-in-a-blue-moon recording of B2B Better, I fly solo in sharing some hard-won wisdom on how B2B marketers can run webinars that don't suck.  This is real advice for the everyday B2B marketer who wants to be better. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B...

In this episode, I sit down Katie Cacchiani, Digital Media Director at Mediassociates. We dived into how to prepare employees to take part in an advocacy programme, running successful training workshops, and how to motivate unsure staff to take part. Katie also shares some advice on whether an approach to employee advocacy should change when dealing with exec-level employees. This episode is a mus...

In this episode, I sit down Alicia Russell, VP Marketing at Onalytica. We talk about how B2B brands can find and leverage influencers to amplify their message, what makes a successful influencer relationship and how to measure a campaign's success outside of vanity metrics. Alicia also shares some tips on how to build an MVP influencer strategy and get some early wins on the board that'll convince...

In this episode, I sit down Tom Bangay, Director of Content at Juro, the contract automation platform.  We talk about: His step-by-step strategy in building a niche B2B community for legal teams  How he convinced the first members to join - and persuaded them to stay Why banning his sales team from the community was a great decision This episode is a must-listen for any marketers looking for an ac...

In this episode, I sit down Gia Cattaneo, Senior Marketing Specialist and ABM expert.  We talk about: What a starter ABM campaign looks like and setting yourself up for success Navigating the dynamics between a joined up sales and marketing approach How to measure the success of an ABM campaign This episode is a must-listen for any marketers wanting to get an ABM programme off the ground but aren'...