B2B Marketing Podcast

In this week's episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing, sits down with Scott Leatherman, the newly appointed CMO of Aviatrix, to explore his career journey and unpack some of the most pressing topics in B2B marketing today. Scott shares his early experiences in Silicon Valley's startup scene and how they shaped his path to becoming a CMO. He also dives into his first strategic moves in the role - strengthening the marketing team and partnering with agencies, Clear Digital and Global Results Communications. Beyond his professional journey, Scott discusses the critical importance of cross-functional alignment, particularly with sales and the Chief Revenue Officer. The conversation also explores how large language models (LLMs) are empowering marketers to meet the growing demand for content and where AI is headed next.

In this week's episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Ben Lee, Head of Data & AI, Bidwells ahead of his upcoming sessions at B2B Ignite 2025. Ben shares his journey into the world of AI—starting with tools like Jasper—and how he's gone on to integrate AI into his work at Bidwells, even taking home the Gold for ‘Best Use of AI' at our 2023 B2B Marketing Awards. And if you haven't jumped on the AI bandwagon yet, Ben offers insights into how AI can empower your marketing efforts—from content creation and personalization to aligning strategies with business outcomes. He also dives into the issues of AI risks and regulation, helping marketers adopt a more balanced approach to technology. If you want to hear more from Ben, he is appearing not once but twice at B2B Ignite this year on 2 July! He'll be presenting on how to transform professional services with systems thinking and AI – plus, he'll be debating on the side of AI at The Great AI Debate! For B2B marketers wanting to stay relevant and ahead of the curve in the age of AI, B2B Ignite is a must-attend – and the good news is, there are still tickets remaining. You can find out more and book here: https://events.b2bmarketing.net/b2bignite2025/home

What is agentic AI? And why is it important? In this week's episode of the B2B Marketing Podcast, we spoke to Hut 3 about the very topic and how it can be implemented in the various ABM stages. We're joined by Darryl Merkli, Head of AI Studio & Services, Hut 3 and Andy Johnson, Founder and Director, Hut 3. The trio discuss everything from how Hut 3 built their own agentic AI workflows to striking the balance between the human touch and AI technology. Plus, if you want to find out Hut 3's top tips when it comes to AI data privacy, stay tuned until the very end. If you'd like to learn more, we recommend checking out our Martech Vendor Spotlight Reports on ABM and AI here: https://www.b2bmarketing.net/reports/b2b-ai-marketing-tools-2025/ https://www.b2bmarketing.net/reports/martech-vendor-spotlight-report-2025-for-abm/

In this week's episode of the B2B Marketing Podcast, David Rowlands, Head of Product, spoke with Khalid Aziz, Marketing Director B2B, Canon, UK & Ireland. Khalid discusses his journey with Canon while highlighting the company's diverse product portfolio. In addition, he also touches on the impact of hybrid working on Canon's sales strategy, emphasizing digital workflow solutions and cybersecurity measures. Plus, he shares why collaboration across departments can lead to business growth and profitability. If you're looking to shift your mindset around commercial success, we highly recommend checking out our Propolis Strategy Pack on Commercial Marketing here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/

In this week's episode of the B2B Marketing Podcast, David Rowlands, Head of Product, sat down with Sarah Roberts, Group CMO, Boldyn Networks to discuss her rebranding strategy over the past two years. She discussed how the company was able to emphasize authenticity to align with the company's culture and purpose; thus, delivering a 40% increase in brand score and an 8% rise in website traffic in the first year, along with improved lead generation and digital strategy success. In addition, the two talked about how the relationship between the CPO and CMO is extremely crucial for maintaining consistency in how the company represents itself. Plus, if you want a throwback to our previous episode with Sarah when the rebrand just happened, you can listen to the episode here: https://www.b2bmarketing.net/podcasts/how-to-nail-your-rebrand-with-boldyn-networks-sarah-roberts/

In this week's episode of the podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke to Omne about fast-moving consumer goods (FMCGs) from a B2B perspective. Joining her was Anna Massey, Strategy Director, Omne and Scott Sinfield, Creative Strategist, Omne who both discussed how and why B2B has made its way into big FMCGs. They also talk about how brand loyalty differs from B2B vs B2C, why the FMCG space is getting smarter in terms of being data-driven, as well as the strategic changes brands need to consider. Plus, if you want to find out what's next for big FMCGs, we recommend staying tuned until the very end. Want to check out previous episodes with Omne? Check out these links below: https://www.b2bmarketing.net/podcasts/omne-agency/ https://www.b2bmarketing.net/podcasts/how-to-create-an-award-winning-purpose-led-marketing-campaign/

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Iris Meijer, Chief Marketing & Product Officer at Verizon. David and Iris talk about the importance of becoming a commercial marketer, and why the relationship with your product team is absolutely critical. Iris also talks through how she approaches rolling out AI at Verizon, without losing that human-to-human, emotional connection that is so important for building real connections and trust with your audience. If you'd like to learn more about how you can become a commercial marketer, just head here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Monica Kumar, EVP and CMO of Extreme Networks - a leader in cloud networking. Monica talks through her engineering background, and how she moved her way up from the factory floor all the way to leadership in the boardroom. They talk through how marketing has evolved over the past five years and the need for marketers to put stories at the heart of everything they do. If you'd like to check out our ‘Commercial Marketer Strategy Pack' discussed on this episode, you can find this here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/

In this week's episode, Kavita Singh, Senior Content Editor, B2B Marketing spoke with the Omne team about their growth over the past few years as well as its placement in our most recent benchmarking report. We're joined by Michael Gividen, CEO, Omne; Rebecca Lewis-Stanton, Director of Client Growth, Omne; and Chris Davies, Managing Director, Omne. In our 2025 UK Agencies Benchmarking Report, Omne landed in the top 10 agencies with the highest gross income - and off the back of such an achievement, we wanted to chat with them to find out the secrets to their success. We chatted to the team about everything from the key to collaborating with clients and building a relationship with them to why your marketing team needs to be prioritizing a commercial strategy and much more. Plus, if you want to find out what's next for this award-winning agency, we highly recommend listening to this episode. Check out the full UK Agencies Benchmarking Report here: https://www.b2bmarketing.net/reports/top-marketing-agencies-uk-2025/

In this week's episode of the B2B Marketing Podcast, we spoke to Benefex about their joint Gold win for ‘B2B Marketing team of the year' at our 2024 B2B Marketing Awards. We sat down with Sally Winter, Marketing Director, Benefex to reveal all. We kicked off the conversation by discussing the structure of Benefex's team and how they were able to experience a huge amount of growth in just a few years. In addition, Sally touches on how to find the right people to deliver on the marketing strategy. Plus, they also talk about how to use your knowledge and expertise and apply it to different functions within the business. Want to learn more about the award winners? Check out our Winners Report: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2024/

In this episode of The B2B Marketing Podcast, David Rowlands catches up with Siddharth Taparia, Global CMO of real estate advisors and professionals, JLL. David and Siddharth talk through the role of a Global CMO at a Fortune 500 company, how Siddharth builds (and measures) commercial marketing strategies, and how JLL is using AI to drive efficiency and effectiveness in everything they do.

In this week's episode of the B2B Marketing Podcast, we spoke with Paul Cash, Founder, Rooster Punk and Georgie Burks, Brand Manager, Allica Bank to discuss their award-winning campaign ‘Get your money hat on'. The campaign won the Gold for ‘Best use of creative' and the Bronze for ‘Best brand initiative' at our 2024 B2B Marketing Awards. We break down everything from what the win meant for both Rooster Punk and Allica Bank to how they were able to produce such a creative concept using a bowler hat. Find out how Rooster Punk was able to achieve 60 million impressions within a target audience of 60,000 SMEs, as well as how to create winning campaigns to gain notoriety and recognition. Want to learn more about the award winners? Check out our Winners Report here: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2024/

In this week's episode of the B2B Marketing Podcast, we spoke with The Think Tank about their win for ‘UK B2B agency of the year' at our 2024 B2B Marketing Awards. We were joined by Liam Bateman, Founder & Managing Director, The Think Tank and Ros Rowlatt, Digital Media Director, The Think Tank. The duo discuss everything from how they executed one of their most successful campaigns to how they were able to upskill their employees through a unique training program. If that wasn't enough, Liam shares his top tip if you're looking to become an award-winning agency like The Think Tank. Stay tuned as we will be releasing a more in-depth report later on in March.

In this week's episode of the B2B Marketing Podcast, we spoke to Paul Collier, CMO, FunnelFuel to discuss the current digital advertising landscape in 2025. Last year, we reflected on the demise of third-party cookies in bespoke research with FunnelFuel, and this year, we're looking beyond cookies and addressing tangible solutions for marketers. We discuss everything from IP targeting and curation platforms to contextual advertising and much more. Plus, if you want to find out the mindset marketers should be having when it comes to privacy regulations, this episode is unmissable. To see all the insights we discovered last year, check out our report here: https://www.b2bmarketing.net/reports/future-ready-how-to-adapt-to-fading-cookies/

In this episode of The B2B Marketing Podcast, David Rowlands catches up with Matt Allen, Director of Business Development & Marketing at real estate adviser Bidwells. In November 2024, Matt was awarded Marketer of the Year at our annual B2B Marketing Awards for his outstanding work at Bidwells, which put the company at the heart of a £60 billion opportunity for the economy. In this episode, David and Matt talk through Matt's approach to B2B marketing, the specifics of the aforementioned initiative, and why great commercial marketers think about the business first, and marketing second. If you're interested in learning how to become a commercial marketer just like Matt, check out how our marketing community, Propolis, can help you achieve just that, by learning more here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/

In this week's exciting episode of the B2B Marketing Podcast, we broke down the B2B Marketing Award winners with a lovely lineup of guests including Jason Talbot, Managing Director, The Croc, Colin Wheeler, Managing Director, Survey Solutions, Paul Collier, Fractional CMO, FunnelFuel and lastly Rich Watts, Board Member & Co-Founder, SiteBox. We sat down to discuss all the highlights from ‘Best use of customer insight' to ‘B2B marketer of the year' and ‘B2B marketing team of the year'. Plus, they share some of their favorite moments from the evening as well as what the winners say about the industry today. If that wasn't enough, you can check out our B2B Marketing Awards Winners Report 2024 to find out more about the Gold, Silver and Bronze winners. This episode is sponsored by FunnelFuel, The Croc, SiteBox, and Survey Solutions. Want to make sure you're the first to know when 2025 entries open? Register your interest in entering the B2B Marketing Awards 2025 here: https://survey.sogolytics.com/r/m2CRKK

In this week's episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with the Radish team about some of the global brand campaigns they've achieved. From the key to gaining C-suite buy-in on a global scale to their brilliant KellyOCG ‘No Fluff' campaign, this episode is jam-packed with insights from Head of Strategy, Chris Willocks, Radish and Renaye Edwards, Co-founder and MD, Radish. If that wasn't enough, they also share some advice on how to keep your stakeholders aligned when operating in different regions across the globe.

In this week's episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing, spoke with Robert Norum, ABM & Demand Strategy Expert, Propolis, to talk about some ABM trends and patterns this year. And with our 2024 B2B Marketing Awards on the horizon, we fed every submission for our ‘Best use of ABM' category through secure AI technology. And the results? Robert and Dave discuss everything from why thought leadership and ABM go hand-in-hand to whether or not intent data is a must-have in your ABM programs. Plus - are digital transformation, sustainability the future of ABM? The duo reveal all in this week's episode. The two also talk about the most-used types of ABM and incorporate Robert's ABM models into the conversation, which if you're feeling especially inspired after this episode, we recommend checking them out: https://www.b2bmarketing.net/reports/how-to-develop-a-scalable-1many-abm-strategy/ https://www.b2bmarketing.net/reports/master-11-account-based-marketing/ https://www.b2bmarketing.net/reports/unlock-1few-abm-success-through-proven-strategy/

In this week's episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with a handful of marketing leaders about the challenges with both recruitment and retention in B2B marketing. This episode in association with Hello Kindred features Sarah Thomas, Group Chief Marketing Officer, EVP, Capgemini; Roland Glass, Chief Commercial Officer, Hello Kindred; and Nick Burbidge, Managing Director, 368. They delve into everything from the challenges that exist in the B2B industry to how to encourage your employees' growth and traits to look for in potential candidates. In addition, the trio also cite some excellent examples from their own leadership experiences including one top tip for refueling on your creativity.

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Rachel Exton, VP of Global Marketing at Pearson English Language Learning. Rachel chats through the recent transformation she led within the marketing organisation, explaining the steps she went through, as well the core things all B2B marketers should keep in mind.

In this week's episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Michael Ruby and Greg Cavaluzzo from Park & Battery to discuss their Gold win at the 2024 B2B Marketing Elevation Awards for ‘Best use of content'. The trio discuss everything from how music therapy can impact one's mental health to how they were able to obtain significant media placements pro bono and much more. And if that wasn't enough, Michael and Greg share the key learnings from the campaign and some advice for those entering award season. Speaking of awards, the B2B Marketing Awards is fast approaching - if you'd like to attend, feel free to check out our website and enquire for more details: https://events.b2bmarketing.net/b2bawards/ceremonyandtables

How do you build a B2B growth services business from scratch? That was the key question that we wanted to ask Craig Dempster, the founding CEO of Trilliad, which has announced its arrival with a clutch of acquisitions (including 2023 Global B2B Agency of the Year Just Global) and the promise of more to follow. We interviewed Craig for the latest episode of the B2B Marketing Podcast, where we discussed the significance of Trilliad's strategy to build a services business that could deliver against the entire B2B growth agenda – meaning encompassing services for sales and customer success as well as marketing. We also asked him about what tempted him back out of retirement following the sale of Merkle, where he had been CEO, as well as the secret to a great acquisition.

In this week's episode of the B2B Marketing Podcast, Paul Collier, Fractional CMO and Business Development Consultant at FunnelFuel sat down with Kavita Singh, Senior Content Editor, B2B Marketing, to talk about their newest report: Future-ready: How to adapt to fading cookies: https://www.b2bmarketing.net/reports/future-ready-how-to-adapt-to-fading-cookies/ As B2B marketers face a huge shift away from cookies, the report highlights some insights to help navigate the transition seamlessly. In our podcast, the duo talk about everything from the impact of Google delaying third party cookies indefinitely to some of the surprising stats from the report. Plus find out why Paul wants listeners to think beyond cookies and more towards the digital advertising landscape as a whole. If you like this episode, we encourage you to check out the full report, which is free to download. In addition, you can listen to Part 1 of this two-part podcast: https://www.b2bmarketing.net/podcasts/why-ignorance-is-not-bliss-when-it-comes-to-the-deprecation-of-third-party-cookies/

In this week's episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Ross Howard, Product Marketing Director, Inbox Insight. The two chat about the research Inbox Insight presented at our Propolis Leader's Forum this year. They chatted about some of the biggest misconceptions when it comes to purchasing decisions, what content channels buyers are utilising, as well as the importance of trust - and how to cultivate this from a brand perspective over a long period of time. Plus, if you love a stat, Ross is chock-full of some surprising ones - if you want to learn more, you can also check out Inbox Insight's research here: https://www.inboxinsight.com/b2b-tech-buyer-behavior-stats/

In this week's episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Alison Dodd, Chief Strategy Officer, Revere and Chris Scott, Chief Digital Officer, Revere. The three delve into how buying behaviors have changed and what the new process looks like today. Plus, Alison and Chris give sage advice on how to handle the start and stop for a potential buyer, as well as some top tips for navigating the new buying journey from a brand perspective. If you like this episode from Revere, you should check out our previous episode with Chris about AI innovation and creativity here: https://www.b2bmarketing.net/podcasts/how-to-strike-the-perfect-balance-of-human-value-and-ai-innovation/.

In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with Gabie Boko, the CMO of intelligent data infrastructure company, NetApp. Gabie is a passionate advocate for: the evolution of the CMO in response to changing corporate responsibilities; the importance of marketing agility; the opportunity to use AI to improve CX and sustainability, and much more. Joel and Gabie chat through what gets her motivated as a CMO, the levers she's pulling to drive commercial success, and how she's differentiating NetApp in a market full of big players. In addition to this, Gabie chats through her approach to using AI, as well as how she's managing to lead marketing as a strategic function, when in the midst of a transformation.

In this week's episode of The B2B Marketing Podcast, we're joined with Colin Wheeler, Managing Director, Survey Solutions and Jason Talbot, Managing Director, The Croc to discuss the B2B Marketing Awards 2024 shortlist which was announced earlier this month. Kavita Singh, Senior Content Editor, B2B Marketing spoke with the duo about some of the exciting categories from ‘Most commercially successful campaign' to ‘B2B marketer of the year' and ‘Best use of creative'. If that wasn't enough, Jason also shared some juicy stats and stories about the handful of awards The Croc were shortlisted for. If you want to see the full shortlist, you can check it out here: https://events.b2bmarketing.net/b2bawards/shortlist2024 With an unmatched heritage and scale, each year The B2B Marketing Awards bring together the creators and masters of the field to share work that sculpts, shapes and pushes the boundaries of B2B. This year, the best-of-the-best will be announced at our iconic ceremony on 27th November at Old Billingsgate in London.

It's an open secret that B2B lead generation has some big problems. The sector has grown exponentially in recent years, with growth in self-service tech platforms and offshore telemarketing expanding the options available to marketers, driving down costs but too often taking quality with it. As an industry veteran of 30 years standing, Tony Uphoff felt it was time to speak out, writing an open letter to the industry, calling out bad practice and defining what's required to set the lead gen sector straight. We enjoyed discussing this refreshingly honest views on lead gen for the B2B Marketing Podcast – if you're looking to understand how to improve your lead gen activities, it's a must-listen.

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Adam Preis, Director of Product/Solution Marketing, and Marta George, Head of EMEA ABM Programmes – both of Ping Identity. In this episode, Marta and Adam chat through the importance of working in close alignment with the product team in order to drive commercial success. This follows the recent revelation in Propolis – the global community for B2B marketers – that senior marketing leaders feel more detached from the product team than ever before. If you want to get in the room with more than 400 account-based marketers, hear no-holds-barred ABM case studies, and learn what works (and what doesn't!), join us at The Global ABM Conference 2024 on 6 November. Book early bird tickets now and save £200: https://events.b2bmarketing.net/b2babmconference/booktickets

In this week's episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with the Creative Director at Revere, Dan Sillifant, alongside the Chief Digital Officer at Revere, Chris Scott. The trio discuss Revere's journey with AI from both a creative and business point of view. Plus, the two share advice for those who aren't implementing AI into their agency, as well as the common mistakes that might be happening. Want to find out how to implement the ideal ratio of human to AI implementation? Stay tuned and listen to the full episode now.

Juniper needed a bold approach to make its new campaign, which highlighted its ability to enable the ongoing AI revolution via its network technology and stand out amidst a tidal wave of AI-related messages. Its solution? Front the campaign with Hollywood and former Mad Men star Christina Hendricks – the latest in a growing trend for B2B brands to buy into star quality. But as Jean English explains in the latest edition of the B2B Marketing Podcast, the results have been excellent and fully justified this unusual approach. For more on this campaign, plus Jean's insights from being a serial tech CMO in some of the world' most innovative companies, and the challenges of running a global marketing team in 2024, listen to the full episode now.

Which marketing tools should you prioritize if you're launching a new business banking brand into the crowded UK market? That was one of the questions that Joel Harrison, Editor-in-Chief, B2B Marketing asked Conrad Ford, Head of Innovation and Strategy at Allica Bank - which was recently crowned the UK's Fastest Growing Company by The Sunday Times, when he interviewed him for the B2B Marketing Podcast. Forget cutting-edge social media or dynamic content formats, Conrad's surprising answers were ‘employee engagement' and ‘channel marketing' – our mind was duly blown!

Dassault Systémes is a €4.5b tech company that's highly successful in multiple markets but is remarkably little known outside its core customer segments and home nation of France. In a bid to change that, VP of marketing Victoire de Margerie has embarked on an ambitious marketing program focused on its sustainability credentials – including a high-profile takeover of London's Piccadilly Circus digital billboards (equivalent to New York's Times Square). But in this episode of the B2B Marketing Podcast, she explained to Joel Harrison, that this is much more than just an out-of-home campaign, and part of a complex strategy.

We're all used to sharing images and video from major summer concerts and sporting events, and just expect social channels and telecoms companies to seamlessly enable that, without considering the tech and B2B brands that provide the critical infrastructure. Ericsson's new ‘#makeitmemorable' campaign hones in on exactly that, highlighting the critical role its tech provides in enabling cultural euphoria. Joel Harrison spoke with Sally Croft, CMO, Ericsson about this new campaign and how use of AI broke creative barriers and speeded implementation.

Martech is fundamental to producing great B2B marketing in 2024, but outlandish vendor claims, integration problems and functional redundancy have led to a high level of cynicism amongst many B2B marketers. But Clevertouch's latest ‘State of Martech 2024' report has revealed cynicism on the wane and positivity on the rise – so why are we falling in love with martech again, and what do we need to work on to keep our relationship on track? Joel Harrison met with Clevertouch CEO Adam Sharp and Rob Angell, incoming professor of marketing at Stirling University to discuss the findings. Check out the full report here: https://clever-touch.com/the-state-of-martech-2024?utm_source=SOM24+Report&utm_medium=LinkedIn_Post_1&utm_campaign=SOM24

In this week's episode of the podcast, Joel Harrison, Editor-in-chief, B2B Marketing spoke with Shane Redding, Propolis Strategy Expert and Scott Stockwell, Senior Brand Strategist, IBM about all things B2B Ignite 2024. Hot off the event, the trio discussed the essential takeaways from the event, from bettering your brand to how HR can support marketing and leading through crisis. Plus, they talk about some of the individual sessions such as Funnel Fuel's session on the cookie apocalypse and Mark Grist's session on engaging with the toughest audience, as well a few others where our experts actually disagreed with some of their sentiments. Can't wait for next year's event? Register your interest here: https://survey.sogolytics.com/survey1.aspx?k=SsQUXRYSsSQSsPsPsP&lang=0

In the latest episode of our B2B podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Beatrice Alabaster, Podcast Host, Senior Strategist, Earnest to discuss how women in the B2B sector can advance in their careers. The duo delve into everything from how to break through the glass ceiling in a traditionally male-dominated industry and the importance of mentorship to how women can advocate for their female peers and the gender pay gap. Plus, they touch on why imposter syndrome can set you back and how to tackle it head on if you're changing roles or shifting into a B2B space. For more information, check out Beatrice's 43% and Rising Podcast here: https://earnest-agency.com/campaigns/43-percent-and-rising/

The Cannes Festival has been a landmark for the advertising industry for decades, and more recently for the burgeoning adtech sector, but historically it's been irrelevant to B2B. That started to change three years ago, when Cannes Lions launched a B2B category, and LinkedIn started arranging B2B-specific activities. So how credible was Cannes 2024 as an event for B2B marketers, and B2B marketing? In this podcast Joel Harrison discusses this year's festival with Teresa Allen of Magnus Consulting and fractional B2B CMO Kate Cox.

In this week's episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Callum Miskell, Strategist & Intel Analyst, MOI Global about some of the findings from their latest report ‘A B2B Marketer's Guide to Data Creativity'. The two talk about some of the most interesting stats from the report. For example, MOI revealed that even though 85% of marketers use marketing tools, only 23% of marketers are using them for growth opportunities. They talk about some of the common problems marketers face when onboarding new marketing tools, as well as what questions they should ask themselves before purchasing. Plus, Callum teases some other interesting insights from the report, as well as the potential of AI. Want to check out the report? Check it out here: https://rb.gy/by8b2b

In this week's episode of the B2B Marketing Podcast, we explored how Korn Ferry has taken podcasts from an experiment to a central part of the company's marketing strategy, leveraging the journalism expertise of CMO Jill Wiltfong. We learned how Jill's career evolved from TV news anchor, to sales trainer and finally into a corporate marketer, and how she translated her media skills to bolster Korn Ferry's ongoing brand evolution. Find out why podcasts have become such a critical B2B channel in 2024 and how marketing leaders can use podcasts to facilitate promotion of company thought leaders to optimize their storytelling and highlight their expertise. Plus, stay tuned as Jill shares the secret to a great interview and how Korn Ferry is using sponsorship to better tell its brand story. Want more? Check out Korn Ferry's Briefings Podcast here: https://www.kornferry.com/insights/briefings-magazine/briefings-leadership-podcast

All too often, ABM becomes a bolt-on strategy reserved for a handful of accounts, and which doesn't have any clear connection with broader business strategy. In this podcast episode, Robert Norum, our Propolis Expert for ABM & Demand Strategy, outlines a new vision for ABM, using his full-stack model. This model shows you how to use ABM as your entire GTM market strategy, and how to ensure you're investing your time and resources in the most effective way possible. If you want to hear more from Robert about aligning sales and marketing in particular, check out this exclusive Propolis on-demand session here: https://www.b2bmarketing.net/propolis-content/how-abm-aligns-sales-and-marketing/

Lead generation is maturing fast as a B2B marketing discipline, with new players driving higher standards of output, a more professional approach and a more customer-centric and responsible ethos. That includes the growing category of self service lead gen platforms, which enable marketers to manage their own programs as part of a more structured programmatic approach. B2B Marketing has produced the first authoritative overview of the vendors in this emerging but significant category in our Martech Vendor Spotlight Report, launched last month. To mark its launch, Joel Harrison, Editor-in-chief, B2B Marketing spoke to Jordan Adams of specialist lead gen agency Oneninefive on the evolution of lead gen. Take a deep dive into the current state of lead generation, as well as a full analysis of 20 key vendors assessed and rated based on four criteria: market momentum, customer focus, price vs value, and project success. Want to see the other vendors who made the cut into our top 5? Download your copy of the report here: https://www.b2bmarketing.net/martech-vendor-spotlight-report-2024-for-lead-generation/ Now available on-demand - "How To Choose The Perfect B2B Lead Gen Platform Partner" Did you miss it? Our latest webinar "How To Choose The Perfect B2B Lead Gen Platform Partner" has now ended. But don't worry! You can now watch it on-demand here: https://www.b2bmarketing.net/how-to-choose-the-perfect-b2b-lead-gen-platform-partner/

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Ryan Miles, Director – International Marketing at Microsoft Advertising, to discuss the nature of marketing at one of biggest household names in the world. Ryan and David also chat through the realities of omnichannel marketing, what's driving innovation in marketing today, and the possibilities provided by AI. If you want to hear more from Ryan, you can find him on the ‘B2B at scale' track at B2B Ignite on 3 July for his session 'AI in Action!' Ryan will be diving into practical examples of AI-driven strategies that deliver real value, and helping you to seamlessly incorporate generative AI applications into your marketing campaigns and planning. Save 20% on your Ignite ticket with the code PODCAST at the checkout: https://events.b2bmarketing.net/b2bignite/tickets

The Olympic Games is globally recognised as the pinnacle of sporting excellence and is consequently a massive marketing opportunity for Deloitte which is a strategic partner for the games in 2024. So how is Deloitte leveraging this opportunity to maximise marketing impact, whilst at the same time conforming to the IOC's tight rules on commercialisation and buyers' expectations of a more nuanced, less logo-centric approach to sports sponsorship? Joel Harrison, B2B Marketing's Editor-in-Chief, spoke to Annabel Rake, Deloitte's Global Olympic Marketing Leader.

Google recently announced that they are delaying the deprecation of third party cookies for the third time in four years. In this week's episode, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Paul Collier, Fractional CMO, Funnel Fuel, to talk about the recent news and how digital programmatic advertising space will be impacted. They talk about everything from why marketing leaders might turn a blind eye to how data is being used to the opportunity the end of cookies provides for businesses and Paul's top tip for those who feel like in the dark about all things cookie-related. If you want more on this topic, check out this webinar we did with Paul and a few other experts on this very topic: https://www.b2bmarketing.net/the-evolution-of-programmatic-digital-advertising/ With the impending end of third-party cookies and degradation of Google analytics, it is crucial for B2B marketers to stay ahead of the curve and adapt to emerging challenges and opportunities... We invite you to participate in our survey around seizing opportunities in a cookieless world. By participating you'll: - Access actionable strategies and recommendations to help you in this new uncharted era. - Be among the first to receive the report upon publishing. - Get the chance to win one of four £50 Amazon gift cards It takes less than 5 minutes. https://b2bmarketing.net/is-b2b-ready-for-a-cookieless-era/

In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with David Burnand, CMO of Unicorn and Centaur, Staffbase – an employee communications cloud, intranet and employee app. Joel and David discuss David's impressive career, which spans the likes of Atos, Adobe and Siemens on the client-side, and Stein IAS on the agency-side, and what he's learned along the way. They also discuss the nature of B2B marketing in an investor-backed organisation with huge growth ambitions. This episode is a must-listen for any marketer wanting to know the ins and outs of working in an investor-backed environment.

In this week's episode of the B2B Marketing Podcast, David Rowlands Head of Product, B2B Marketing and Propolis sat down with Lynzi Ashworth, Marketing Director, Aon to discuss marketing's impact on the overall business and more importantly - how to prove it. From understanding the growth priorities in the business to getting into a strategic mindset and showcasing your brand success, they discuss everything you need to be doing to drive revenue. You can join Lynzi at B2B Ignite on 3rd of July as she delves further into the intricate world of brand building and demand generation in B2B. Her session, ‘Measuring what matters: The secret to tracking brand success', is taking place on the Brand stage at 11.25am. Save 20% on your Ignite ticket with the code PODCAST at the checkout: https://events.b2bmarketing.net/b2bignite/tickets

In this week's episode of the B2B Marketing Podcast, Joel Harrison is joined by Chris Wright, Commercial and Marketing Director, BSI and Simon Rusling, Head of Marketing, Barnett Waddingham. This week's podcast is in association with Propolis, our community and intelligence platform which gives you access to insights to make decisions, connect with experts and unlock actionable guides and content. This month, we're talking about all things commercial marketing. The senior marketers both share how they got into their current roles and developed their skillset over time, as well as the key to being influential when joining the board. You'll hear how sitting in board meetings can take your marketing to the next level and help you understand the business at a deeper level. Plus they share some advice on how to take off your marketing hat and think like an executive board member. For more on Propolis, check out all the details here: https://www.b2bmarketing.net/propolis

In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-chief, B2B Marketing sat down with Marcio Arnecke, CMO of digital marketplace, Stenn. They talk about where Stenn's name comes from, how the company has evolved in the last few years, as well as the brand's ultimate growth objective. In addition, Joel brought up how growth marketing was the number one trend in our 2024 Trend Tracker despite the definition of “growth marketing” being a little unclear. They reveal what the key is to growth marketing and how to implement it to help with communications, data understanding and operations. Stay tuned and find out why Marcio thinks having a global presence around the world helps drive culture and diversity. Plus, he shares his top tip for being successful in his career and why constant learning is essential to grow in the B2B field. If you're looking to grow your business, you can find more information about our community hub here where you can get exclusive expert advice, technical content and much more: https://b2bmarketing.net/propolis

In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product at Propolis, caught up with Shane Redding, Propolis Strategy Expert to discuss the need for marketers to become commercial marketers. David and Shane define what we mean by ‘commercial marketer' in the first place, why so many marketers aren't acting in this fashion, and what we can do today to start changing the way we operate and prove our value to the board. Check out our B2B Marketing Trend Tracker here: https://b2bmarketing.net/feature-post-b2b-insights/the-b2b-marketing-trend-tracker-2024-what-trends-are-we-seeing-from-client-side-and-agency-side-marketers/

In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-Chief, B2B Marketing, spoke with Andrea Herbert, Marketing Director, Gamma to discuss the company's new fluffy (in a good way) brand. They talk about everything from Gamma's current goals as a brand to its culture and people-first approach. They then dived into Gamma's #GoodTogether brand campaign, which features a big fluffy purple dog as a part of their campaign, as well as Gamma's return on relationships calculator. Find out how much coverage the campaign is getting and what metrics Gamma is looking at to measure success. Plus, stay tuned to hear about the CFO and CEO's reactions to their bold brand idea and if the big purple dog has a name…