Reinventing B2B

This episode follows a clear arc that starts with the perspectives and experiences of our team, then dives into how the shifts of 2025—particularly around AI, search behavior, and signal integrity—are actively reshaping B2B marketing today. From there, the conversation turns forward, focusing on the strategic recalibrations marketers need to make and what we believe will define success in 2026. Th...

In Episode 10 of  Reinventing B2B , host Emilie Sanders Lee is joined by Jacob Golding, Ritesh Patel, Patrizia Vassallo, and Will Mather for a roundtable on how AI is reshaping B2B marketing—and what senior marketers should be watching next. In this episode, we cover: AI answer engines and the shift from SEO to Answer Engine Optimization (AEO) What...

Despite having more technology, data, and tools than ever, many B2B organizations are still struggling to grow. Why? In this episode, Daisy Holloway, VP of Market Innovation at Just Global, sits down with Craig Dempster, CEO of Trilliad — the world’s first Growth Services Provider — to unpack that paradox. Drawing on findings from Trilliad’s 2025 Sustainable Growth Study, they explore why true gro...

What’s the real reason so many B2B sales teams miss their revenue targets? In this episode, we go beyond the usual talking points and dive headfirst into the psychology, data, and leadership gaps holding go-to-market (GTM) teams back. Just Global’s Bobby Hare sits down with Seth Marrs, Chief Strategy Officer at Sandler and a former Forrester analyst, to explore the biggest blind spots in B2B sales...

In B2B marketing 81% of ads are invisible and 95% of buyers aren’t even in-market. Tough crowd. What does it take to break through and reach your audience? And what does the research tell us about content that works? Join Jon Barkworth, Just Global, and Jonathon Palmer, LinkedIn, as they discuss why high-quality creative and bravery can drive four times profit, and how to do it. Including: - ...

Companies that adopt an ABM go-to-market strategy outperform those that don't. That's according to research from our guest on this episode, Co-founder and CEO of specialist ABM market research and advisory firm, ForgeX. It makes sense when you think about today's expectations of a personalized experience. The challenge lies in adapting ABM to suit your own business needs. This requires some indepe...

As we build a new definition of the workplace, one thing will be crucial to productivity and success - ensuring people feel a sense of community where they work. This as our host calls it will be 'the next wave of workplace development'. Dive into the challenges faced by all people leaders in this episode, featuring two experts proud to be thinking differently. From the rise in burnout, to the shi...

72% of business leaders see marketing as not essential to their company’s evolution in 2024 ( Gartner ). Add to this the speed of emerging technology and swathes of data, and there’s a need for marketing to win over stakeholders and drive growth in the months to come. We see this as a huge opportunity.   Listen in to James O’Flaherty, our own EVP of Growth, chatting about future-proofing...

Analytics and strategic thinking are truly the brains behind great B2B marketing. But in a world saturated by data, platforms, and solutions, wrangling your analytics is becoming increasingly difficult. Join our two most senior experts in this area as they explore some of the best ways to get a handle on your data, so you can forge a path to bigger and better results. Tune in as Emilie Lee, EVP of...

Now more than ever, creative thinking in B2B marketing is vital. It can make the difference between being just OK, and cutting through the noise to leave a lasting impression. Join Jon Barkworth, Just Global’s VP of Strategy, as he chats to creative change maker Guy Bauer from Umault about how not to be boring. Listen in as they cover the difference creativity can make, ways to inspire it in teams...

The first episode explores the Holy Grail of B2B marketing – marketing intelligence. It should inform everything the marketing department sets out to achieve, underpinning impact, performance, and revenue.   But how can we take a fresh view of marketing intelligence, and what steps can marketers take to produce a market-leading strategy?  Our in-house experts are joined by Hsiaolei...

It’s time to do things differently in B2B marketing, so B2B Global Agency of the Year, Just Global, are launching a new podcast. In this series we are taking a fresh approach to B2B. We'll be addressing the important topics with challenging new questions, all to give you the tools to stand out. We invite you to listen in as we debate how to do be different in this new series, along with some of th...