The Problem With B2B Marketing

In this special episode of 'The Problem with B2B Marketing', Kevin Sutherland broadcasts from the Legal Marketing Association's inaugural European conference in London, themed 'Strategies for the Future.' The episode provides insights into tackling current challenges and leveraging new technologies for future growth in legal marketing. The episode features discussions with key stakeholders in...

In this episode of 'The Problem with B2B Marketing,' Kevin Sutherland speaks with Jason Miller, Head of Marketing at Jigsaw, ex-Marketo - and former B2B Marketing evangelist at Linkedin - about a specific and critical challenge affecting the performance of content marketing for so many firms.  The discussion centres on the foundational issues in B2B content today, including the ‘lost art’ of...

In this episode, Kevin Sutherland sits down with Elliot Moss, Chief Brand Officer at Mishcon de Reya, to discuss the often-misunderstood concept of "brand" within professional services and B2B marketing. Elliot argues that “brand” is not a luxury or a logo, but rather the summation of every interaction and service delivered by a business. He emphasises that for service-led organisations, the brand...

Is marketing having an identity crisis? In this episode, Kevin sits down with Dom Hawes, CEO of agency group Selbey Anderson, to ask why so much B2B marketing has become narrowly focused on content and comms, at the expense of strategy, pricing, product, and customer value. Dom argues that we’ve reduced a business-critical discipline to “T-shirts, mugs, and websites” - and it’s time to fix it. Fro...

Building a B2B community sounds great in theory but how do you make one that actually delivers value? In this episode, Kevin talks to Pip Jamieson, founder of community platform The Dots, about what it really takes to build and scale communities that work. From understanding your ideal customer to choosing the right tech, Pip shares practical advice for brands and startups alike. You’ll hear why c...

In this episode, we’re joined by Matthew Magee, Head of Digital Content at Pinsent Masons, which has been the most visited legal firm website in the world, every month, for the past 20 years. Drawing on his background as a journalist and his experience leading one of the most respected content operations in professional services, Matthew shares how the firm’s flagship platform, Out-Law, delivers t...

In this episode of The Problem with B2B Marketing , Kevin Sutherland is joined by Michelle Booth, former head of marketing strategy & innovation at NatWest, and former head of Growth & innovation at Lloyds, now on Sabbatical studying performance at Central St Martins to talk about the challenge of making real change happen inside organisations. Episode Summary Change may be constant, but m...

In this episode of The Problem with B2B Marketing , Kevin Sutherland is joined by Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future to discuss the problem with influencer marketing. As the B2B creator economy gains momentum, brands are rethinking how they connect with professional audiences. With LinkedIn becoming more conversational, the traditional “stuffy” approach to though...

In this episode of The Problem with B2B Marketing , Kevin Sutherland is joined by Gemma Greaves, co-founder of Nurture & Partners, to tackle an issue many find uncomfortable: networking. Gemma shares her candid perspective on why traditional networking methods often fail, how to overcome the awkwardness, and why reframing it as “not working” can unlock more meaningful connections. Drawing from...

Mat Morrison, co-founder of Digital Whiskey, media agency for the professional services sector, joins us to discuss the challenges of breaking free from entrenched B2B marketing orthodoxies. In this episode, Mat shares his insights on why traditional approaches to B2B marketing—rooted in performance metrics and short-term gains—are holding companies back from true growth. He tackles the...

Emma Clarke, founder of community-building consultancy CUSP, explores the challenges of building effective B2B communities. Drawing on her experience working with brands like Soho House, Soho Works and 180 Studios, Emma explains why community building is essential for fostering authentic customer connections, but also outlines why many B2B brands struggle to implement it. She discusses the shift f...

Nick Andrews, Partner and Head of Commercial Marketing at Knight Frank, delves into what he calls the "B2B Blandemic"—a term borrowed from designer Thomas Heatherwick to describe the wave of uninspired, forgettable content in B2B marketing.  Drawing from his experience, Nick breaks down why so much B2B messaging fails to resonate and outlines actionable strategies to stand out without resorti...

Lucy Ferguson, Content and AI Marketer, and former Head of B2B Content at Google, discusses the problem with Thought Leadership. Focusing on the common mistakes she has seen over the course of her career across media owner, agency and platform roles, we discuss how and why B2B brands are turning clients and potential customers off with content that's more 'inside-out' than outside in. Lucy shares...

Welcome to the very first episode of The Problem with B2B Marketing! We talked to Matthew Gale, Director of Brand & Creative Content at Deloitte and architect of  The Green Room , one of the most successful podcasts from a brand, about the problem with B2B podcasts... From getting started and working out exactly who you are for, to working hard to earn your audiences’ time and attention,...