Spotlight on B2B Marketing

What does a Chief Product and Technology Officer know about marketing? More than you might expect. And that is exactly the point of this episode. Host Karen Lloyd is joined by Gareth Lockwood, Chief Product and Technology Officer at TrustLayer, a scale-up cybersecurity firm, to explore why siloed thinking between marketing, sales and channel quietly kills commercial performance, even when every te...

The pressure on B2B marketers to prove commercial value has been building for years. But what does it actually take to step up, earn a seat at the board table, and lead marketing as a genuine revenue driver? In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by David Rowlands, Head of Product at B2B Marketing, providers of Propolis, the go-to community and intelligence platf...

In a world flooded with AI-generated content, click-through rates are falling and every brand is starting to sound the same. So what actually cuts through? In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Chrissie Bardwell, Global Vice President of Marketing Strategy at Aveva, to explore why experiential marketing is having its moment right now and what B2B marketers ca...

Most AI companies think they have a positioning problem. They don't. They have a translation problem. In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Stephen Christou, a B2B marketing leader with experience across HPE, TIBCO, and Cohesity, who has spent the last year building a repeatable demand engine inside an early-stage AI company. From navigating the AI adopt...

 The pace of change in business has never been faster. AI is reshaping entire industries, macroeconomic pressure is intensifying, and organisations that aren't experimenting now will start to feel it in six, twelve, eighteen months' time.  In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Pavneet Syan, Marketing Director at Capita's AI organisation, to exp...

Most B2B brands are trying to look professional on social media. But in doing so, many are becoming invisible. In this episode, host Karen Lloyd is joined by Xandrina Allday, social media strategist and founder of Allday Marketing, to explore why social media is one of the most underutilised commercial drivers in B2B, and what it actually takes to make it work. From platform selection and the Link...

Many growing businesses reach a tipping point where ad hoc campaigns and word of mouth simply are not enough. But knowing when and how to make that first senior marketing hire is harder than it sounds. In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Joe Walker, Head of Global Marketing, and Victoria Wilson, HR Director at Panorama Antennas, to explore what really happe...

Sales are asking what marketing is doing. Marketing is questioning where sales are focusing. Teams operating in silos instead of segments. Sound familiar? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Louise Early, Marketing and Commercial Director at Navtech Radar, to explore how she is tackling that challenge head on. By building segment teams where sales, marketing an...

How do you lead a full rebrand, restructure a global marketing team, and compete with better-funded rivals — in the middle of an economic downturn? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Angela Brown, Chief Marketing Officer at NCC Group, to share her truly inspirational journey. Angela joined the business in January 2023, just as the macroeconomic turndown starte...

There's an ongoing debate in B2B tech: should you let your product sell itself through product-led growth, or invest in a traditional sales-led approach?  What if the answer isn't binary? In this episode of Spotlight on B2B Marketing, host Karen Lloyd speaks with Gary Gonsalvez, Marketing Director at Coveo, who brings over 20 years of experience delivering 10x growth through strategic ma...

How do you encourage creative marketing campaigns while still hitting your pipeline targets? It's the question every marketing leader wrestles with, especially in field marketing where ROI is constantly under scrutiny. In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Joe Dotson, Director of EMEA Field Marketing at Infoblox, an award-winning marketing leader who ha...

Customer advocacy is no longer just a nice-to-have—it's a revenue driver. But how do you build a systematic approach that turns happy customers into active revenue generators? And more importantly, how do you make this everyone's responsibility, not just marketing's? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Faith Wheller, VP of Global Marketing for Te...

Every founder reaches a point where they realise they don't know what they don't know. But how do you scale a business when there's no manual to follow? In this episode of Spotlight on B2B Marketing, host Karen Lloyd speaks with Nick Mason, co-founder of Turtl, about his remarkable journey from writing a few lines of code with his co-founder whilst on a project at Oxford University...

B2B buyers don't move in straight lines anymore, and the old MQL-focused approach is leaving revenue on the table. In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Shana Brewer, Director of Global Campaigns at Veeam Software, to unpack the realities of modern B2B campaign marketing.  With over 20 years of experience and nine years at Veeam, Shana brings rare insights i...

Your customers are making buying decisions in ChatGPT before ever visiting your site—and your analytics can't see it happening. We reveal why traditional attribution is broken, how the "great decoupling" is misleading marketing leaders, and what you must do now to show up where buyers actually research. In this episode of Spotlight on B2B Marketing, host Karen Lloyd explores the sei...

When growth stalls and something feels "off" with marketing, how do you diagnose the real problem? Is it the demand generation engine, the positioning, or something deeper in the business itself? In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd sits down with Dani Smallbone, a transformational fractional CMO specialising in turning underperforming marketing functions...

When CEO’s tell marketing advisors they want to become thought leaders, there's often a stark disconnect between their goals and their execution.  In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Oren Greenberg, a B2B marketing expert who has uncovered a pipeline opportunity that most leaders are completely overlooking. In analysing over 13,000 LinkedIn profiles, Oren&...

The pressure to deliver immediate marketing results has never been more intense. But what if chasing those quick wins is actually limiting your long-term success? In this episode, Bianca Bass, CMO of Privalgo and one of the Top 30 Most Influential Fintech Marketers, reveals why the most successful marketing leaders resist the temptation to rush results. Having transformed marketing functions acros...

Growing an early-stage company from zero to $30 million is one of the most challenging journeys in business—and it's where most marketing "playbooks" struggle. In this episode, industry veteran Russ Somers reveals what it really takes to drive explosive growth in early-stage companies. With multiple zero-to-$30M journeys under his belt, Russ brings a refreshingly honest perspective...

From physicist to product marketing leader—Chris Wade's journey is anything but ordinary. But can marketing really solve problems that businesses didn't even know were marketing problems? In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Chris Wade, Chief Marketing and Product Officer at Gamma Communications, to explore how marketing can unlock commercial solu...

Is your annual marketing plan holding you back? What if there's a more agile way to drive growth while staying laser-focused on what matters? In this episode Karen welcomes Olga Denisova, CMO at GetPhoto.com and a veteran of major tech success stories including Semrush's IPO and Vine's journey to a $15 billion valuation. Olga shares her bold decision to abandon traditional marketing...

How do you build a high-performing marketing team from the ground up -especially when the stakes are high and the budget is tight? In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Jerome Stewart, CMO at Conviva, to explore the art of building effective marketing teams in resource-constrained environments. With experience spanning from Peace Corps volunteer in Bolivia t...

In today's digital-first world, B2B buyers conduct extensive research before ever contacting a vendor. But how can marketing and sales teams effectively reach prospects who prefer to remain anonymous until they're ready to buy? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Stefano Iacono, Marketing Director at 6sense and a seasoned B2B marketing leader with ove...

AI is a hot topic for everyone in marketing right now, with tools like ChatGPT and other generative platforms changing how we work. But can marketers really harness AI effectively while maintaining that essential human connection with customers? In this episode, host Karen Lloyd welcomes Melody Easton, CMO of Belt Software, to explore the transformative impact of AI on marketing strategies. With o...

In this episode, host Karen Lloyd speaks with Ana Castrillon, Head of Marketing at Toku, about what it really takes to drive business growth through global marketing. Ana shares insights from her experience scaling brands across Latin America, EMEA, and the US, exploring key differences in buyer behaviour, the importance of localisation, and whether a repeatable marketing playbook exists for enter...