Truth, Lies and B2B Growth

Most B2B companies think they have buyer intent. What they actually have is a tool that simply shows a signal against a set of companies. This is not a Buyer Intent Engine and it’s why many marketers and business leaders are sceptical of buyer intent. In this episode, we break down what a real Buyer Intent Engine looks like and why most set-ups only do a fraction of the job. We’ll go through how t...

Main episode description: Most B2B companies create content first and figure out the channel second. That's why their content gets ignored. In this episode, Craig Taylor and James break down the channel-first content strategy — why each platform (LinkedIn, YouTube, Email, and even LLMs) has completely different mechanics, audiences, and algorithms, and why treating them the same is killing you...

The B2B website playbook that will drive pipeline in 2026 In this episode of Truth, Lies & B2B Growth, we challenge the declaration made by some marketing experts that the B2B website is dead. We argue why this is a lazy narrative that misses the real shift. The B2B website is not becoming redundant. But its role is changing fast as AI search, zero-click and social-first consumption reshape ho...

In this episode of  Truth, Lies & B2B Growth , Craig Taylor sits down with Dave Boyce, a SaaS builder, go-to-market (GTM) operator and long-time PLG advocate. Dave is also the author of  Freemium . Together they unpack why SaaS has been forced to modernise GTM faster, and what B2B service firms selling complex deals can steal, adapt and apply right now. Dave’s core point is that we are back at...

In this episode, we look at the pros and cons of bringing in a Fractional CMO (fCMO) and how to avoid it becoming an expensive hiring mistake. The discussion will help CEOs get clear on what’s really needed. We cover what a good Fractional CMO looks like and when you might be better off hiring a more hands-on marketer instead. Sam and Craig also touch on: • Why CEOs often resist the hard truths in...

In this episode, we explain the genuine value of HubSpot CRM as a unified customer platform and discuss how to effectively position it within your wider business. This podcast will help B2B CMOs get buy-in from Sales and Service Teams to adopt HubSpot as a fully integrated solution. We highlight the core HubSpot benefits, such as data accuracy and AI readiness, while also addressing the common cha...

In this episode of  ⁠⁠‪@truthliesb2bgrowth‬⁠⁠  we talk through why growth has plateaued for many B2B firms. We explore the seismic shifts driven by AI and changing buying behaviour, and how they are impacting marketing strategies. Almost overnight, many B2B marketing functions have found themselves stuck in legacy mode. As a result, their tactics are seeing diminishing returns - fewer leads, reduc...

In today’s episode we are joined by Nic Peck of Coleman Parkes to discuss their recent thought leadership survey. We explore how thought leadership has evolved far beyond brand building into a direct revenue driver. Nic walks us through the specific strategies that distinguish high-performing content from the "sea of sameness" that characterises much of today's B2B content landscape....

In this episode, we explore how to effectively blend digital engagement with human-led interactions throughout complex B2B sales processes. We discuss common problems when companies rely too heavily on digital-only or human-only approaches, the importance of mapping buyer journeys, and practical strategies for timing transitions between digital tools and sales team involvement to reduce buyer regr...

In this episode, we dive into HubSpot's recent announcement of the ChatGPT Deep Research Connector - the first CRM integration that allows ChatGPT to query and analyse your HubSpot data directly. We explore why this integration represents a fundamental shift in how businesses can leverage AI for go-to-market success, while examining the critical security and data quality challenges that come w...

From the constant pressure to adopt the latest marketing tech to the overwhelming noise of conflicting advice on LinkedIn, this episode tackles the challenge of marketing faddism head-on. We examine why the "early adopter" mentality often backfires for SME organisations and provide a practical framework for cutting through the bullshit to focus on what actually drives results. Things to...

In this episode, Craig and James dive into the resurgence of outbound marketing amid economic uncertainty. They explore how SDRs are evolving in modern sales, why tech-enabled personalisation is non-negotiable, and how signals and intent data are reshaping lead prioritisation. Things to listen out for:02:15 - The role of SDRs in modern sales05:00 - Integrating marketing and sales functions08:12 -...

In this episode, Julia Hornaday, global head of marketing at Turnkey Consulting, breaks down the balance between brand and demand. We talk content that converts, the rise of AI, and why oversimplifying strategy can cost you. Julia also shares her take on attribution, content overload, and what’s next for marketing. Things to listen out for: 02:51 - The importance of brand building for conversion 0...

In this episode, B2B sales expert Martyn Proctor shares his insights on winning complex, high-value deals. He emphasises total commitment to opportunities, deep customer understanding, and visualisation of client success. Things to listen out for: 02:59 - Understanding Big Ticket Deals 05:47 - The Importance of Visualisation in Sales 09:02 - Building Trust and Handling Objections 12:10 - Qualifyin...

From ongoing marketing budget & resource challenges, increased expectations, to the rising pressures of AI adoption, this episode offers a pragmatic look at marketing overwhelm. We explore why marketers are struggling and provide strategies for maintaining focus, managing expectations, and surviving in a challenging professional landscape. Things to listen out for: 0:30 - The fundamental misun...

In this episode, we discuss why traditional lead generation approaches often fail in complex B2B sales environments. We explore how understanding and aligning with the buyer's journey is crucial for success, rather than seeking quick wins. The conversation examines why short-term thinking doesn't match modern B2B buying behaviours and offers insights on creating more effective sales and marketing...

In this episode, we explore the main things to consider when evaluating HubSpot vs WordPress as your website CMS. We look at why some organisations hesitate to embrace HubSpot’s CMS capabilities; debunk common misconceptions about HubSpot’s CMS limitations; and outline how each solution is better suited to certain scenarios. It’s an essential listen for any HubSpot user weighing up their CMS optio...

In this, our first guest podcast, we are joined by Jennie Holmes - a B2B Marketing Director and leading thinker in marketing & tech. We discuss the meandering role of AI, the danger of algorithms, the return to strategic foundations and her unique perspectives on why marketers need to find their own path to success. It’s packed full of insights, so definitely not one to miss.

As we head towards 2025, the B2B go-to-market playbook is experiencing a tear-up. From shifting marketing cycles to the tough calls between brand and performance, navigating the road ahead will demand both gut instinct and the ability to pivot fast. This episode offers a pragmatic framework to help you plan effectively.

In this podcast, we provide a practical appraisal of HubSpot’s recently released ‘Breeze’ - its suite of AI-powered features. We look at the new functionality that we consider to be the most important for B2B firms, with a particular focus on Breeze Intelligence.

In this podcast, we explore how changes to search and the needs of buyers will mean that websites need to become much more than an online brochure. We explain how a Growth-Driven Design mindset helps ensure your website keeps pace with the demands of those who use it - prospects, customers and internal teams.

In late July '24, we saw the release of the Forrester Wave report on 'Revenue Marketing Platforms'. The findings are further evidence of consolidation in marketing and sales tech. In this podcast, we debate what the future holds for customers and buyers of these platforms.

On the rare occasion, we run into organisations who have become frustrated with HubSpot. Despite many having massive success with the platform, some just can't make it work. This pod explores the common reasons why this happens, and how other orgs are using HubSpot to its full potential.

Balancing brand with demand is a hot topic in B2B right now. But as always, we're sceptical about some of the self-serving arguments put forward by the creative industry. In our latest podcast, we pick this all apart...

We have some pretty strong views about B2B marketing, which we’ve put out via our blog. Then someone stupidly suggested we should do our own video podcast. We thought, fuck it. So, here’s the pilot episode.