Pipe Dream | A B2B Marketing Podcast

In this episode, I sit down with Dominique Farrar, Head of Community and Communications at Spendesk.  We talk about: Building CFO Connect, a community for modern finance leaders, from scratch Ingredients needed to build and scale a successful online community And why the concept of community can be a HUGE competitive advantage in B2B This episode is a must-listen for any marketers thinking about b...

In this episode, I sit down with Ali Schwanke, Founder and CEO of Simple Strat, a growth marketing agency. We talk about: Hubspot and why it - or a platform like it - is a MUST for early stage marketing teams The disadvantages of using a 'Frankenstein's monster' technology stack Building an air-tight lead scoring system that'll help you measure channel ROI This episode is a must-listen for any mar...

In this episode, I sit down with Claire Kennedy, Social Media and Advocacy Manager at Forrester Research. In this episode, we talk about: What ingredients are needed to build a successful employee advocacy programme How to encourage sceptical employees to get excited and take part And the secret to building credibility in your strategy with the leadership team We also talk about what pitfalls Clai...

In this episode, I sit down with Ivonne Aldaz, Marketing Specialist  from Tint and author of the 'Future of Marketing' newsletter. In this episode, we talk about: The strategy behind launching Future of Marketing as a separate brand to Tint - and how this has helped build credibility for the newsletter  How Ivonne and her team have cracked the distribution code to get their work in front of as man...

In this episode, I sit down with Chi Thukral, Head of Content and Social Marketing for Yanko Design. We talk about:  What kind of insights brands can pick up from social listening and how this can influence their marketing strategy Whether social listening is just for 'big' companies (it's not) and how startups can get a programme off the ground And how to measure success when it comes to tracking...

In this episode, I sit down with Michelle Garrett, Public Relations Consultant and Writer. We talk about:  Should B2B start-ups pay for PR in the early days? What the first 100 days of building a communications strategy should look like The difference between a 'trade story' and a 'New York Times' story Michelle also shares some amazing insights the difference between reactive and proactive PR PLU...

In this episode, I sit down with Bethan Vincent, a Marketing Consultant that helps technology companies differentiate and grow.  We talk about:  How small marketing teams can build a strategy that scales as the company grows The importance of picking the right tools and the most common mistakes to avoid as a sole marketer And for how long a Founder should look after marketing - and recognising whe...

In this episode, I sit down with Melanie Deziel, Director of Content at Foundation Marketing and Author of "The Content Fuel Framework.” We talk about:  Why a Founder/CEO should invest in content marketing from the get-go What an MVP content marketing strategy looks like   How to run an effective workshop to generate new content ideas And how Founders can set-up a content marketing programme that...

In this episode, I sit down with Alexa Heinrich, Social Media Strategist and digital accessibility expert. We talk about why creating a more inclusive digital experience should be a top priority for all B2B brands, how a company can build accessibility into their marketing mentality from the ground up, and what you can start doing today to improve your social media accounts. Alexa also shares her...

In this episode, I sit down with Masooma Memon, freelance writer for SaaS companies. We talk whether a blog is right for every B2B company, what makes a blog post go from good to great and her tips for marketers who don't have someone dedicated to maintaining quality and consistency on their blog. Masooma also talks about an exercise she runs to generate new ideas that reminds me of my time as an...

In this episode, I sit down with Sanya-Jeet Thandi, Founder of Anthro, a community newsletter and online resource to help fill the branding knowledge gap for start-ups. We talk about the basics of B2B brand building and why a little investment by start-up founders upfront will save them A LOT of heartache over the long-term. Sanya also shares her blueprint of building a strategy in the early days...

In this episode, I talk about the future of events and the B2B trade show circuit based on some research from my friends over at FINITE.  I also share an example of a great webinar I attended last year and talk about what made it *chef's kiss*.   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...

In this episode, I sit down with Josh Krakauer, CEO of Sculpt, a B2B social media marketing agency. We talk about whether companies should look to Clubhouse as a channel to have a direct, authentic conversation with their audience, what makes a successful room (it's mainly the moderator) and how to measure that sweet ROI. This is real advice for the everyday B2B marketer who wants to be better. Yo...

In this episode, I talk about why most B2B ads suck. Or at least they do according to a new report from the LinkedIn B2B Institute and System1.  I break down the main findings from the research, specifically why this is the case and how to develop more effective creative, plus talk through the benefits of long-term thinking when it comes to building a brand.   This is real advice for the everyday...

In this episode, I sit down with Charlie Whyman, Curious Thinking Advocate, B2B Coach and LinkedIn Trainer. We talk about how businesses can use LinkedIn to reach their goals, whether that's generating leads, securing investment or recruitment top talent, and how to leverage the networks of your employees to amplify your reach. We also touch on her OTTER framework, a brilliant way of starting to c...

In this episode, I sit down with seven of the sharpest marketing minds I know to hear their predictions on what 2021 will bring for how B2B organisations engage their customers and build their brand. We cover everything from employee advocacy on social media, placing a greater emphasis on empathy across decision-making and why exclusive, short-lived content works for corporate audiences just as mu...

In this episode, I sit down with Christina Pashialis, Founder of ContentUK, a community for UK content marketers. We talk about how B2B companies can leverage community to engage their audience and better position themselves for commercial success. We cover how to start and nurture a community AND what makes a good one. This is real advice for the everyday B2B marketer who wants to be better. You...

In this episode, I sit down with Brianne Fleming, all-round pop culture aficionado and marketing guru. We talk about how B2B companies can inject some fun into their messaging by leveraging pop culture while not dropping the ball on hitting their MQL quota. This is real advice for the everyday B2B marketer who wants to be better. You can follow Brianne on Twitter here: @brianne2k Or check out her...

In this episode, I sit down with Sean Blanda, Director of Content at Crossbeam. We talk about how he and his team built their B2B email distribution list to 10,000 subscribers almost from a standing start with the help of just four pieces of hero content.  He walked me through step-by-step how they created the assets from scratch, distributed them across their key channels, equipped Crossbeam's co...

In this episode, I sit down with Jonathan Ronzio, CMO and Founding Partner at Trainual. We talk about the creative ad campaign he and his team pulled together with three cast members from The Office (US) to promote their staff training software platform. We also discuss  the importance of thinking outside the box creatively in B2B to stand out from the noise and how to find a link between your bus...

In this episode, I sit down with Fi Shailes, a B2B social and content strategist and author of the popular marketing blog Digital Drum. We discuss how to convince sceptical leadership teams that content marketing can be a driver of business growth given the proper time and resources, what it takes to build out and effective and achievable content plan and where you can find rich sources of inspira...

In this episode, I sit down with Nicole Tabak, Marketing Communications and Social Media Specialist, to talk how Instagram can be used to highlight the reasons why a B2B business is worth paying attention to - by customers, potential recruits and even your own employees. We dig into the four different types of Instagram content and some ideas on how you can use them, how to promote culture when th...

In this episode, I make the case for why a podcast could just be the answer for a B2B business looking for a creative solution to make their marketing strategy more effective and - believe it or not - ease the load on small teams who already have twenty other things on their plate to do by Wednesday. Then I walk the step-by-step process of how I’d structure a new podcast to beef out my content cal...

In this episode, I sit down with Alex Price, Founder and Managing Director of 93digital, to have a good old chinwag on the things that can make or break a client-agency relationship. Looking at it from both sides of the aisle, we try and answer questions like how to recognise the organisations that will be a good cultural fit, what it takes to effectively brief and run a project, and how to get a...

In this episode, I sit down with Syed Ali, Senior Manager of Social Media at Databricks, who shares his hard-won wisdom on what makes a B2B brand worth following on social media, how to generate content consistently when you're the only one doing it, and how to amplify your reach through an employee advocacy programme. We also talk TikTok. This is real advice for the everyday B2B marketer who want...