The B2B Marketing Podcast
Your dose of exciting interviews and hot discussions on all things B2B marketing, straight in your ears!
Of course, one way you can listen to your favourite podcast is to bookmark this page, and come back to it every time we have a new episode. But it would be a pretty rubbish podcast if that was your only option! So here are all of the places you can subscribe to get to our podcasts on your PC or your phone:
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It’s also available on a number of streaming apps- just search for “B2B Marketing Podcast” and you’ll find it there.
If you can’t find it on your preferred platform,
get in touch
, let us know and we’ll work to make it happen.
Episode 100: Celebrating 20 years of B2B Marketing
We’re celebrating two milestones at B2B Marketing – our 100th episode and two decades in business this year. And who better to mark the occasion than our very own Joel Harrison, Editor-in-Chief and Co-Founder, and Richard O’Connor, CEO.
The pair take stock of how we and the wider industry have changed since the early noughties. They look at how to take a business from a magazine to the go-to community intelligence platform and why Propolis is the culmination of 20 years of hard work and know-how.
To find out more about Propolis and the mine of exclusive content, click
here
.
If you haven’t already, make sure you secure your spot to Ignite London – the biggest event on all things B2B. Over two days you’ll be inspired by B2B pioneers and game changers through workshops, roundtables, training courses and more. Grab your spot
here
.
Episode 99: Telling powerful stories with Rana Sidahmed
How can you tell stories that actually matter? That resonate with your audience? Avery Dennison’s VP Marketing joins David Rowlands, Head of Content at B2B Marketing, to lift the lid on all.
They discuss the power in taking risks and going rogue, why constraints birth creativity, why it’s not all about you, and how to find your own story.
Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout
here
.
Ignite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.
Episode 98: Making the case for influencer marketing with Ashley Zeckman
Influencers. No, it’s not all ‘use my discount code’, get ready with me, daily vlogs, trying out the latest viral hack or jumping on TikTok trends. For Ashley Zeckman, influencers can take your marketing efforts to the next level – without breaking the bank.
She joins Katie Martell, co-host at Ignite USA, to unpack why you need to get serious about influencer marketing. They discuss what getting it right (and wrong) looks like, how to bring influencers into the mix, and much more.
To find out more about influencer marketing, Ashley will be speaking at Ignite USA on May 23-24 in Chicago. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout
here
.
Ignite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.
Episode 97: How to build your dream function from the ground up with Dan O’Hara
What does the transition from big to small company look like? How can you successfully manage with less budget and resource? How can you measure your marketing activities? Can you even measure brand?
David Rowlands, Head of Content at B2B Marketing, puts all these questions and more to Dan O’Hara, Marketing Director at DEMICA as they explore his journey there. They tackle creating ‘stop the scroll’ worthy content, how to tie your hard work back to revenue, translating your brand purpose to your audience, and much more.
Want to attend the most prestigious night in B2B and get your work in front of the entire industry? Make sure you check out the B2B Marketing Awards. Hurry, submissions close on 16th June, so click
here
to find out more!
Episode 96: Belonging in the workplace with DDS Dobson-Smith
Set aside the fruit bowls, the morning yoga, and bring your dog to work schemes. If you really want to create an attractive workplace and keep your staff, you need to have the systems and structures in place to foster belonging.
DDS Dobson-Smith, Chief People Officer at Just Global, and Lucy Gillman, Deputy Editor at B2B Marketing, take a deep dive into how you can do just that.
They discuss the ‘Great Realisation’ during Covid, why diversity and inclusion are pillars of belonging, the importance of having leaders worth following, surviving high school, and why we could always use a bit more kindness at work.
To find out more about
You Can Be Yourself Here
, click
here
. And for
Leadership is a Behaviour Not a Title
, click
here
.
Episode 95: A deep dive into measuring PR with Champion Communications
Measure it, manage it, get buy-in for it.
For guests Tatiza Gondim, head of marketing at Clear Junction, and Gabrielle Dunbar, associate director at Champion Communications, if you don’t have a solid strategy to evaluate your PR efforts, you’re wasting your hard work. They join Lucy Gillman, deputy editor at B2B Marketing, for a deep dive into how you can measure PR.
The trio explore the importance of a goal-centric approach, why getting your team on the same page starts with listening and understanding, why the metrics you’re using may not be working, and how to paint a holistic picture of how your PR efforts are performing.
To find out more about
B2B PR for Growth
, click
here
.
And make sure you check out all our other episodes on PR in B2B with Champion!
Episode 94: Navigating a ‘perfect storm’ with Cara O’Nions
Covid-19, the cost of living crisis, budget cuts, instability in the geopolitical landscape. The list of challenges we face at home and at work goes on, and on, and on.
Let’s face it, we’re tired. And we need some guidance on how to navigate these ever-changing challenges from the best in class. That’s precisely what we’re discussing with Cara O’Nions, global marketing and communications director at Euromonitor International.
She joins David Rowlands, head of content at B2B Marketing, to discuss all, from how to move away from being seen as a cost-centre to a growth-driver and demonstrating the value of marketing to the board, to getting buy-in for brand and forging a durable name for yourself as an organisation.
To find out more about recalibrating marketing sales to drive success in a challenging economy, check out our mine of technical content on
Propolis
– B2B Marketing’s exclusive community intelligence platform.
Episode 93: Stop the silos – Dan Swift on (finally) aligning your sales and marketing teams
Set the silos to one side, sales and marketing. On this week’s episode, Empire Selling’s CEO Dan Swift joins Katie Martell, co-host of Ignite USA, to explore how to get your teams singing off the same hymn sheet.
The pair walk through how misalignment is costing you an average of 10% in annual revenue and how you can change that. They explore creating a connected and empowered enterprise to break through the noise, why getting alignment is easier than you think it is, and why momentum is the name of the game in ‘23.
To find out more actionable insight from the best in class, secure your spot at Ignite USA. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers. Take your marketing to the next level
here
.
Episode 92: Connecting the marketing dots with Zontee Hou
Media Volery LLC’s president and chief strategist, Zontee Hou, joins Katie Martell, co-host at Ignite USA, to discuss how to get your marketing pipes singing in unison.
They discuss why time’s up on not creating personalised, resonant content, why a great marketer is a curious one, the importance of creating agnostic communities
à la
Reddit (yes, Reddit), and setting the confirmation bias to one side to make informed decisions.
To find out more actionable insight from the best in class, secure your spot at Ignite USA. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers. Take your marketing to the next level
here
.
Episode 91: How to measure PR with Champion Communications
Having a world-class PR programme is only one part of the story. If you really want to succeed, you need to know how to measure it. And that’s precisely what Becca Chambers, svp of global brand and communications at Alludo, and Harry Webster, associate director at Champion Communications, unveil in this week’s episode.
They join Lucy Gillman, deputy editor at B2B Marketing, to take a deep dive into the trials and tribulations of measuring PR, from aligning your strategy to your business goals and wider marketing plan, to why it’s not always a numbers game and what metrics you should be looking at.
To find out more about
B2B PR for Growth
, click
here
.
And make sure you check out the rest of our episodes with Champion to follow our journey into PR!
Episode 90: Everything you need to know about digital marketing with Andy Crestodina
With over two decades at the helm of digital marketing innovation, it’s safe to say that Andy Crestodina knows his stuff.
The co-founder of award-winning marketing agency, Orbit Media, author of bestselling handbook, Content Chemistry, and Website Wizard (we couldn’t resist the alliteration) joins Ignite USA’s co-host, Katie Martell, to share some of his wisdom.
The pair track how the digital landscape has changed since the early noughties, explore why your platform is the foundation of marketing, and discuss why trust should be on your agenda in ‘23.
To find out more actionable insights from Andy, join us at Ignite USA. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers. Take your marketing to the next level
here
.
Episode 89: Creating structural and meaningful change with Rosie Guest
Another year, another International Women’s Day. What began as a celebration and championing of women’s rights has, for some, become distorted, amounting to nothing more than purple washing. We’ve all seen it – the sea of LinkedIn ‘I swear I’m not sexist! I know a woman!’ posts, the parading of female employees, and butchered quotes from Maya Angelou.
All that means nothing if you don’t have the structural support to back it up.
Apex Group’s chief marketing and communications officer, Rosie Guest, joins Lucy Gillman, deputy editor at B2B Marketing, to set aside the buzzword bullshit and get to grips with what real change looks like. They discuss why you need to start at the root rather than simply sticking a plaster at the top, the importance of transparency and community, the fun in being underestimated, and why the best ideas are born from frustration.
To find out more about the Women’s Accelerator Network and other steps Apex are taking to create a more equal workplace, click
here
.
Episode 88: The ‘Brave New World’ of AI with Paul Roetzer
The robots are taking over! The copywriter is dead! Long live ChatGPT!
Yeah, yeah, yeah. We’ve heard it all before. Set aside the scifi, dear listener. Paul Roetzer joins us for your AI reality check.
He speaks with Katie Martell, co-host of Ignite USA, to demystify some of the biggest AI BS you’ve been hearing. They discuss why what you (think you) know about AI isn’t the case, moving the conversation from ‘cool tools’ to the application and implication of new tech, and why the marketer of the future doesn’t fear change, but is willing to experiment and explore.
Join us at Ignite USA to hear Paul speak more on the dawn of the next gen B2B marketer. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers.
Book your discounted three for two tickets with the code 3for2. Hurry, your offer ends on 24th March, so secure your spot today!
Episode 87: Jon Griffiths on B2B vs. B2C – Who dares wins
Ah yes, the great B2B vs. B2C debate. A tale as old as time. Corporate, stuffy B2B struggling to compete with her younger, more creative, more fun consumer counterpart.
We joke, of course. But for Jon Griffiths, VP marketing EMEA at Pax8, B2B has a lot to learn from B2C. He joins David Rowlands, head of content, to unpack all, from the use of TikTok, adverts to Superbowl-esque standards, and why Pax8 have launched their own merch. Yes, really.
To secure your spot at Martechopia, B2B Marketing’s leading conference on all things martech, click
here
.
Episode 86: How to make your account-based strategies more effective with Jon Russo
For this week’s guest Jon Russo, if one word defines success in 2023, it’s efficiency.
He joins shenanigan-filled host Katie Martell (her words, not ours) to unpack how to make your account-based strategies more effective. They discuss getting your team singing off the same ICP hymn sheet in order to scale, what you’re getting wrong about measurement (and how to get it right), translating marketing-speak for sales and the c-suite, and why change isn’t a one-on-one conversation.
You can find out more about finessing your account-based strategies at Jon’s session at Ignite USA – the leading state-side event on all things B2B. Over two days, you’ll hear from inspirational peers and pioneers, moving you forward to new frontiers.
Book your discounted three for two tickets with the code 3for2. Hurry, your offer ends on 24th March, so secure your spot
today
.
Episode 85: Unlocking PR as a sales enablement tool with Champion Communications
For guests Dom Monkhouse and Richard Cook, one thing’s for certain – if you’re not doing PR, you’re not driving the sales you could be.
The pair join B2B Marketing’s deputy editor, Lucy Gillman, to unpack PR’s role as a sales enablement tool and how you can make the most out of it. They debunk some common c-suite misconceptions, discuss why you’ve been measuring PR the wrong way, why getting it right starts with speaking to sales, and creating page three-worthy coverage (no, not in
that
way).
To find out more about
B2B PR for Growth
, click
here
.
And make sure you tune in every other week to The B2B Marketing Podcast as we continue our journey into PR!
If you liked this episode, check out our episodes on
why PR is your next business driver
and
using PR to generate long-term growth
.
Episode 84: Pam Didner on how you can better support sales
Where can you start on getting a full sales enablement function? How can marketers get to grips with what sales actually need? How can you create a content marketing strategy that delivers genuine value to your customers?
Head of content David Rowlands put all these questions and more to Pam Didner – founder of Relentless Pursuit, author, and speaker at Ignite USA. On this episode, Pam teases some of the key learnings from her workshop on how marketing and marketing ops can support sales in a changing environment, from rethinking your content strategy to making sure you’re speaking the same language.
Ignite USA attendees will access all of Pam’s sales support know-how in her workshop. To secure your spot to the biggest B2B event, click
here
.
Episode 83: Using PR to generate long-term growth with Champion Communications
We’ve heard it all before. It’s the age of the self-serve buyer – audiences don’t want to be sold to anymore and their buying journeys are everything but linear. Adding fuel to the fire, it’s harder than ever to cut through the noise and keep your brand front of mind when your audience are ready to buy.
That’s the problem. The solution? PR.
Cat Walkerden, VP of global marketing at Logicalis, and Gabby Dunbar, associate director at Champion Communications, join B2B Marketing’s deputy editor Lucy Gillman for a deep dive into all things PR. They discuss how PR generates long-term growth, builds brand credibility and salience. They also unpack how to get started on your PR journey from how to measure it to the tips and tricks to getting the results you need.
To find out more about
B2B PR for Growth
, click
here
.
And make sure you tune back into
The B2B Marketing Podcast
every other week as we continue our six-part series into PR in B2B!
Episode 82: Creativity, creativity, creativity – Creating a stand-out campaign with Russ Powell
Things are getting spooky on The B2B Marketing Podcast as Russ Powell, founder and MD at Sharper B2B, joins Lucy Gillman, deputy editor at B2B Marketing, to take a deep dive into their award-winning campaign – ‘Halloween Horror Classics’.
The pair explore the ins and outs of what it takes to win ‘Best demand or lead gen campaign’ from the importance of leading with creativity and not treating your audience like Business Bot 4,000, to how you can get buy-in for original campaigns and what it really takes to stand-out from the crowd.
If you want to find out more about what makes a Gold winning campaign, you can check out all the award-winning case studies on
Propolis
– B2B Marketing’s exclusive community page that houses the best content and on-tap expert advice.
And if you think you’ve got a stand-out campaign that deserves shouting about, you can find out more about the B2B Marketing Awards
here
.
Episode 81: Why PR is your next business driver with Champion Communications
The misconceptions around PR are plenty; fancy schmancy events, generic news stories dumped into (and quickly deleted from) thousands of inboxes – a ‘nice to have’ not a ‘need to have’.
The truth couldn’t be further from it.
In this episode, deputy editor Lucy Gillman is joined by Matt McGillicuddy, head of brand at Infinity, and Harry Webster, associate director at Champion Communications, to bust these PR myths by unpacking Champion’s recent study,
B2B PR for Growth
.
The trio take a deep dive into the role of PR as a business driver, exploring why investing in PR means investing in future pipeline and setting aside the short-termism in favour of brand building and long-term thinking. They also discuss what’s stopping marketers from making full use of PR and how you can get started on your PR journey.
To find out more about
B2B PR for Growth
, click
here
.
And make sure you tune back into
The B2B Marketing Podcast
every other week as we continue our six-part series into PR in B2B!
Episode 80: Becoming B2B Marketer of the Year, Matt Allen
In this episode of the B2B Marketing Podcast, head of content David Rowlands sits down with Matt Allen – winner of ‘B2B Marketer of the Year’ at the 2022 B2B Marketing Awards and Bidwell’s business development and marketing director.
The pair take a deep dive into what maketh the marketer of the year and unpack how Matt helped Bidwell’s reach new heights, be it reaffirming Bidwell’s as a nationally significant player or taking marketing from the ‘arts and and crafts’ department to the happiest team on the business.
Propolis members can access all the case studies of the award-winning entries. To find out more about Propolis and the mine of exclusive content available, click
here
.
And to find out more about the B2B Marketing Awards, click
here
.
Episode 79: Bots and B2B marketing: ChatGPT takes over?
In this episode of The B2B Marketing Podcast, David Rowlands and special guest Chris Penn, co-founder and chief data scientist at TrustInsights.ai, dive into the wild world of AI-powered marketing. They explore how ChatGPT is changing the game for B2B marketers, freeing up time for coffee breaks and video game marathons.
But seriously, they discuss the potential of ChatGPT to automate mundane writing tasks and personalise mass email campaigns. As they navigate the opportunities and challenges of AI in marketing, David and Chris ask the big question: ‘Will robots steal our jobs or make our lives easier?’
Join us at Martechopia on the 29th March to find
out
.
(Disclaimer: Copy written by ChatGPT. Proofed by editor who’s only ever so slightly worried about her job).
Episode 78: Breaking B2B – How Really B2B helped Arden crack the corporate market
In this week’s episode, we’re going behind the scenes of Really B2B’s award-winning campaign that saw them bring home Silver for ‘Best corporate decision-maker targeted campaign’ at the B2B Marketing Awards.
Lucy Gillman, deputy editor at B2B Marketing, is joined by client services director Angie Coombe to unpack how they won big. They explore how Really B2B helped Arden move away from a sole-B2C focus and join the B2B darkside, why doing your homework pays off, and how to create an in-depth content strategy that’s both flexible and interactive.
To find out more about the B2B Marketing Awards and showcase your stellar work to the entire industry, click
here
.
Propolis members can access all the award-winning case studies. To find out more about Propolis and the mine of exclusive content available, click
here
.
Episode 77: Putting the Hollywood in B2B with FloQast’s Mike Whitmire
Set aside the whitepapers, downloadable guides, and e-books. If you really want to reach your audience, you need to think outside the box. And that’s exactly what you’ll learn in this episode.
Head of content David Rowlands is joined by FloQast’s co-founder and CEO to unpack their YouTube tv series, PBC – a mockumentary exploring the trials and tribulations of life in an accountancy office featuring talent from Saturday Night Life, Breaking Bad, The Office and more. In this episode, you’ll learn how to take your creative ideas to the next level, get buy-in from a cautious board, how to measure success and why creativity pays off.
To watch all episodes of PBC, click
here
.
For all things creative, listen to a recent episode with Addleshaw-Goddard’s Brain Macreadie where we unpack what makes an award-winning campaign
here
.
To access a mine of exclusive content and on-tap expert advice, check out B2B Marketing’s gated community site, Propolis,
here
.
Episode 76: Playing the long game in a recession with Just Global’s Brandon Friesen
Listen, we know the sway of short-termism. Demand and lead gen delivers quick wins, it helps you reach targets. And in a recession where pressure mounts as budgets and resources decline, it seems like the right move. Right?
Wrong. In this week’s episode, deputy editor Lucy Gillman is joined by CEO Brandon Friesen to discuss thinking long-term in a recession by investing in full-funnel marketing, and unpack some of the key findings from the report Pipeline’s secret weapon: Full-funnel marketing (and how to prove it) – a survey taking stock of how +200 B2B marketers feel about full-funnel marketing and brand.
To download the report, click
here
.
Episode 75: Award-winning Brian Macreadie discusses Addleshaw Goddard’s poetry-based campaign
We’re kicking off the new year with Addleshaw Goddard’s Brian Macreadie to unpack the secrets behind what makes an award-winning campaign. This campaign, which used poetry to grow the law firm’s brand, saw a brand reach of over 350,000 people, three million brand impressions, and over 1,000 hours of brand exposure on the Financial Times website.
Oh, and did we mention the four trophies it brought home at the 2022 B2B Marketing Awards, including the most coveted prize of the night, the Grand Prix?
Hosted by head of content, David Rowlands, we dive into ‘Rhyme and Reason – Poetry and the Law’, exploring everything from the challenges faced, the channels used, to getting buy-in for creativity, and why B2B could always use a little more poetry.
Click
here
to read more about the campaign and the poems themselves.
If you want to uncover the secrets behind a stand-out campaign, you can find the Gold winner’s case studies on B2B Marketing’s gated community site, Propolis. To find out more about the mine of exclusive content and on-tap expert advice available to Propolis members, click
here
.
To find out more about the B2B Marketing Awards, click
here
. To secure your spot to the UK’s biggest B2B martech focused event, Martechopia, click
here
. And for the state-side among us, book your super early bird tickets to Ignite USA
here
.
Episode 74: Taking stock of the changing agency landscape with Tony Riley
2022 has been a year of change for B2B agencies – and we’re wrapping up the year by unpacking the ebbs and flows to the changing agency landscape with Tony Riley, president and CEO of the Mx Group.
In this episode, B2B Marketing’s head of content, David Rowlands, and Tony discuss what the changing agency landscape means, exploring everything from the acquisitions the Mx Group are making themselves (and why), to the increasing number of B2C companies diving into B2B and what that means for you.
To find out more about the Agencies Benchmarking Report, check out our 2022 UK report
here
. And US
here
.
And stay tuned for the 2023 report!
Episode 73: Telling authentic brand stories with Revere’s Ali Dodd
Authenticity, schmauthenticity – nothing more than a hollow buzzword, or putting your money where your mouth is and showing that you care?
Revere’s chief strategy officer, Ali Dodd, joins B2B Marketing’s Lucy Gillman to unpick the complexities of authenticity in B2B marketing and how to peel back the gloss to tell authentic, empathetic stories.
The pair discuss what authenticity really means, whether it’s better to speak or not to speak on an issue, why authenticity isn’t (and shouldn’t be) a side project and if we’re in a golden era of purpose-led marketing.
Episode 72: Navigating changing customer behaviour with Sadie Baron
Reed Smith’s CMO Sadie Baron joins David Rowlands, head of content at B2B Marketing, to unpack the changes to buyer and employee behaviour across the years.
They explore tailoring your marketing to different generations, using data strategically, why the 11th ‘bonkers’ idea is sometimes the best and the steps Reed Smith are taking to improve their marketing in the face of a recession and beyond.
To find out more about Propolis and access the best content in B2B, click here.
Episode 71: Dear future CMO – How to take the next step up with Kathy Schneider
Looking to take that next ‘big leap’ but don’t know where to start? We’ve got you covered.
Kathy Schneider sits down with head of content, David Rowlands, to explore what makes a successful CMO. In this episode, you’ll learn practical steps to becoming a CMO including pivoting from practical to strategic thinking, how to build and manage a solid team and more.
To find out more about our community intelligence platform Propolis, click
here
.
Book your tickets to The Global ABM Conference
here
.
And download the Marketing Operations & Process Hive report on riding the wave of martech change
here
.
Episode 70: The last 10 years in ABM with Robert Norum
In this week’s acronym-packed episode, Propolis Hive Expert and ABM maestro Robert Norum reflects on the last decade in ABM with head of content, David Rowlands.
The pair look at the rising interest and application of ABM over the past 10 years, before taking a glance at what’s on the horizon. Stay tuned for the last 20 years in ABM, coming 2032!
To mine even more ABM expert knowledge from the best in class, register for The Global ABM Conference on 2 November, London,
here
.
And if you’d like to find out more about Propolis, click
here
.
Episode 69: Strength in numbers – Is a community right for me?
How can you build a community? Where (if at all) does it fit into the funnel? How can you track engagement?
We put all these questions and more to Zapnito’s CEO and co-founder Charles Thiede to unpack what makes a successful, ever-evolving community. Charles and David discuss setting aside the sales pitch to create value, making full use of private spaces for deeper conversations, what it takes to be a stand-out community manager and if the Metaverse is worth the hype.
If you’d like to find out more about Propolis, click
here
.
Episode 68: What you need to know about green growth with Sinem Hostetter
What does sustainability look like in marketing? How can you drive (and measure) a green agenda? Where does ‘going green’ start? B2B Marketing’s Lucy Gillman sat down with McKinsey & Company’s partner Sinem Hostetter to investigate.
Lucy and Sinem explore the ins and outs of sustainability in marketing from how to make green policies live and breathe throughout your entire organisations, the business drivers to adopting green policies to big budget commitments and why reaching net zero is a collective effort – not one that can be achieved by a single company.
Episode 67: Become a B2B superstar: B2B marketing in the world of sport with Richard Gillis
In this week’s episode, we set aside the martech and three-letter acronyms in favour of ‘back of the net’ brand loyalty and sports sponsorship with Richard Gillis – award-winning sports journalist, author, podcast host and Spurs fan (make of that what you will).
David Rowlands, head of content, and Richard discuss the unique world of B2B marketing in the sport sector and what other B2B marketers can learn from it. They chat about: how sports organisers have built shared experiences for in-person and virtual audiences long before the switch to digital; creating a tattoo-inspiring, ever-enduring brand loyalty; what really makes a leader, and more.
They also touch on what a Premier League worthy podcast looks like, including why less is more when it comes to the number of guests and benching the sales pitch (pun intended) in favour of an open, creative conversation.
You can listen to all episodes of Unofficial Partner, The Sports Business Podcast
here
.
Episode 66: Delivering the right message, at the right time, via the right channels with Riaz Kanani
We all know the ‘three rights’ mantra. To successfully reach your customers, you need to deliver the right message, at the right time, via the right channels. But what does this look like in practice? Radiate’s B2B CEO and founder, Riaz, sat down with David Rowlands, head of content at B2B Marketing, to discuss all.
Riaz and David explore the layers to delivering a successful targeted approach. They discuss upcycling and adapting personalised content (rather than creating a new piece every time), the need for sales and marketing to share the same targets and why ABM isn’t a silver bullet.
To find out more information about creating a laser-focused account-based strategy, download this report on Buying Group Marketing here.
Episode 65: The ABCs of BGM with Dmitri Lisitski
For Influ2’s co-founder, Buying Group Marketing (BGM) is the natural evolution of ABM, providing laser-focused insight on personas within a buying group.
Dimitri and David Rowlands, head of content at B2B Marketing, walk you through the ins and outs of BGM. They discuss the steps you need to take to hit the BGM ground running and the transformative results you can expect.
If you want to access the full report on BGM, you can do so
here
.
Episode 64: Jon Russo talks Buying Group Marketing
In this episode of
The B2B Marketing Podcast
, David Rowlands spoke with Jon Russo, CMO and founder of B2B Fusion, to talk all things Buying Group Marketing (BGM).
David and Jon talk through the potential shortcomings of ABM, as well as its possible evolution into an even more targeted strategy.
If you want to access the full report on BGM, you can do so
here
.
Episode 63: Creating a standout campaign with Claire Mason
In this episode, David Rowlands is joined by Man Bites Dog’s founder and CEO Claire Mason to discuss how they won Gold for ‘Best corporate-decision maker targeted campaign’ at The B2B Marketing Awards.
Claire and David go through the ins and outs of Man Bites Dog’s work with Standard Chartered to position the bank as a leader in sustainable finance and what it truly means to create an award-winning campaign.
For more information on the campaign, download the case study
here
. And find out more about The B2B Marketing Awards
here
.
Episode 62: AI expert Katie King explains why marketers need AI
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Katie King, managing director and founder of Zoodikers Consulting Ltd, published author on AI, and much, much more.
David and Katie talked about the importance of AI and how to prepare, as well other groundbreaking technologies changing the B2B space.
Katie will be speaking at Ignite London, which takes place on 6 July in London. Want to book your ticket and learn more? Check out Ignite London
here
.
Episode 61: The ins and outs of Buying Group Marketing with Amisha Gandhi
In this podcast, David Rowlands, head of content at B2B Marketing, and Amisha Gandhi, SVP marketing, Tipalti, discuss all things personas and personalisation when it comes to ABM and Buying Group Marketing (BGM).
They reveal everything from which channels you should be using, through to sending delicious direct mail and creating individual landing pages with top-tier content.
To find out more information on BGM and how to make it work for you, download this report
here
.
Episode 60: Taking your ABM to the next level with Ari Capogeannis
We all know ABM works. But that’s only part of the story. To take your account-based programmes to the next level, you need to laser-focus on decision makers within a buying group to give them the right message, at the right time, in the right channels. Enter Buying Group Marketing (BGM).
In this episode, Ari Capogeannis, director, revenue marketing, NVIDIA, sat down with David Rowlands, head of content at B2B Marketing, to discuss how BGM can take you to the next stage of your ABM evolution.
For more actionable insight on buying group marketing, download this report
here
.
Episode 59: Inside HSBC with Katherine Lamb
In this week’s episode, HSBC’s global head of B2B marketing strategy Katherine Lamb joins David Rowlands, head of content at B2B Marketing, to discuss what marketing looks like in one of the largest global banks.
Katherine and David take you behind the scenes of HSBC. They touch on everything from the challenges they faced during the pandemic and the strategies to overcome them, to the role that younger, challenger brands are playing in the banking world. They even talk about why HSBC has invested in the metaverse.
Episode 58: Katie Martell on unlocking the power of brand at Ignite USA
Ignite USA – our hybrid event taking place in Chicago – is fast approaching. In the run up to the event, Lucy Gillman sat down with this year’s co-host, Katie Martell, to give you a taste of what you can expect at the conference, which this year has a heavy focus on brand.
Katie and Lucy discuss why brand needs to be on the top of any marketer’s agenda, where you’re going wrong with brand and, most importantly, how you can fix it.
Click
here
to find out more about the actionable insight you’ll get at Ignite USA – and make sure you use the code IGNITEKATIE for 25% off tickets!
Episode 57: The State of Martech with Clevertouch Marketing’s Adam Sharp
If Clevertouch, the first purely martech-focused consultancy in Europe, doesn’t know their martech, then who does? David Rowlands, head of content at B2B Marketing, sat down with their CEO and founder Adam Sharp to discuss the results of their latest report: The State of Martech 2022.
David and Adam discuss the changes, movements and dynamics within the martech sphere – and what this means for you.
You can check out the report
here
and find out more about B2B Marketing’s training courses
here
.
Episode 56: Getting marketing operations up and running with Darrell Alfonso
Think you know marketing operations? Think again. In this week’s episode, David Rowlands, head of content at B2B Marketing, sat down with Darrell Alfonso, global marketing operations at Amazon Web Services – the cloud computing division of Amazon.
David and Darrell discuss all things marketing operations within Amazon Web Services, the skills you need for ‘good’ MOPs and the importance of ‘digestible’ data and integration.
You can access an exclusive look at the Propolis Marketing Operations & Process Hive report
here
, find out more about Propolis and the mine of actionable content and expert advice available
here
, and Ignite USA – America’s leading conference on all things brand –
here
.
Episode 55: Tom Stein sheds light on state of the B2B marketing agency marketplace
In this episode of
The B2B Marketing Podcast
, David Rowlands, head of content at B2B Marketing, sat down with Tom Stein, the chairman and chief growth officer of Stein IAS, to discuss the state of the B2B marketing agency marketplace.
Tom and David discuss everything from the changing role of marketing, to what recent mergers and acquisitions mean for B2B, to how to attract and retain quality staff.
Looking for those links discussed in the episode? You can find those here:
Ignite USA:
www.b2bigniteusa.com/
UK Agencies Benchmarking Report:
www.b2bmarketing.net/en-gb/free-dow
…ng-report-2022
Propolis:
www.b2bmarketing.net/en-gb/propolis-be-big-head
Episode 54: What B2B Marketing’s Trend Tracker means for you with Steve Kemish
Each year, B2B Marketing conducts a survey of the UK’s leading client and agency-side marketers on the trends they’re focusing on for the year ahead.
David Rowlands, head of content at B2B Marketing, sat down with Steve Kemish, Propolis Hive expert for Executions & Campaigns, to discuss what areas marketers are focusing on, the trends falling out of fashion and what this report means for you.
Click the links to out more about
Ignite USA
,
Ignite London
,
Propolis
and read the full
Trend Tracker
.
Episode 53: The UK’s B2B tech marketing innovators index in review
In this episode of
The B2B Marketing Podcast
, Joel Harrison, our editor-in-chief, spoke with Andrew Last, managing director, marketing at Harvard and Dr. Christine Bailey, CMO at PassFort to discuss
The B2B Tech Marketing Innovators Index
– a report built by B2B Marketing and Harvard that seeks to celebrate the UK’s most innovative B2B tech marketers.
Joel, Andrew and Christine discuss what innovation looks like and what it takes to truly be a tech innovator.
If you want to learn more about The B2B Tech Marketing Innovators Index, click
here
.
Episode 52: All things MOPs with Emily Gravel
Recorded live and direct from Martechopia, VMware’s Emily Gravel sat down with B2B Marketing’s head of content David Rowlands to discuss all things MOPs.
Emily and David talk about why MOPs is the heartbeat of your marketing organisation, the skills you need and how to measure success.
You can find out more about Martechopia and register your interest for next year
here
.
Episode 51: International Women’s Day with Susanna Kempe
To celebrate International Women’s Day, David Rowlands sat down with with B2B Marketing’s chair, Susanna Kempe.
David and Susanna discuss what this year’s theme #BreakTheBias looks like in marketing and Susanna’s ten steps to achieving gender equality.
You can read more in-depth about Susanna’s ten steps
here
, the IWD website here, Propolis and the Teams, Resourcing and D&I Hive
here
and Martechopia
here
.
Episode 50: Growth marketing with David Turner
To celebrate our 50th episode, David Rowlands, senior editor at B2B marketing, sat down with Iris’ CMO and growth champion, David Turner.
David discusses all things growth from the challenges facing Iris to why you need strategy then tech and if you can ever truly have an aligned marketing and business strategy.
You can read more about why growth marketing is the number one focus for B2B marketers in our
Trend Tracker
, more about Propolis
here
and Martechopia
here
.
Episode 49: Thinking outside the box in B2B with Brian Macreadie
In this week’s episode, David Rowlands, senior editor at B2B Marketing, sat down with Addleshaw Goddard’s head of marketing, Brian Macreadie. Brian and David discuss how to take your B2B creativity to new heights.
As discussed in the podcast, click the links to find out more about
Ignite USA
,
Ignite London
and
Propolis
.
Episode 48: Dr Christine Bailey’s thoughts on B2B digital sales
In this week’s episode, David Rowlands, senior editor at B2B Marketing, sat down with Passfort’s CMO, Dr Christine Bailey.
Tune in to hear David and Christine discuss why digital dominates in 2022 and how to finesse the art of digital selling from the death of spray and pray to why you need ‘snackable’ content.
Episode 47: David McGuire on how to create stand-out content in 2022
In this week’s episode, Lucy Gillman, junior copywriter at B2B Marketing, sat down with Radix’s creative director, David McGuire. Lucy and David discuss all things content from what defines ‘good’ content in 2022 to what B2B can learn from B2C!
Episode 46: Cybereason’s Kyle Flaherty on future-proofing your tech marketing
In this week’s episode, David Rowlands, senior editor at B2B Marketing, sat down with Kyle Flaherty, senior VP marketing at Cybereason. To kick off the New Year, Kyle explores the changing future of the tech marketing landscape.
This podcast is the final instalment in a series of four which have helped inform our full report, sponsored by Twogether. Download the report by clicking the link
here
!
Episode 45: Julie Knight’s forecasts for the future of tech marketing
David Rowlands, B2B Marketing’s senior edit, sat down with Julie Knight, CMO at Unit4. David and Julie discuss all things tech marketing from the changing KPIs you need to be aware of and how to showcase success to the rise of first-party data.
This podcast is the penultimate instalment in a series of four which have helped inform our full report, sponsored by Twogether. Download the report
here
and stay tuned for our final episode!
Episode 44: Atos’ Cat Dutton’s predictions on the changes to tech marketing spheres
In this week’s episode, David Rowlands, senior editor at B2B Marketing, spoke with Atos’ global deputy CMO on the changing tech marketing landscape: how to drive, measure and demonstrate growth, what Atos is doing in the face of the death of the third-party cookie, and what you need to be on the lookout for in 2022.
This podcast is the second instalment in a series of four, all of which have helped to inform our full report, sponsored by Twogether. You can download the full report
here
and be sure to watch out for the next podcasts in the series in the coming weeks!
Episode 43: Gursaran Marjara, CMO at Access Group, discusses the future of tech marketing and revenue performance
In this episode of The B2B Marketing Podcast, David Rowlands caught up with Gursaran Marjara, CMO of Access Group, to discuss the future of tech marketing and revenue performance, and what’s impacting growth for 2022 and beyond.
This podcast is one in a series of four, all of which have helped to inform our full report, sponsored by Twogether. You can download the full report
here
, and be sure to watch out for the next podcasts in the series in the coming weeks!
Episode 42: Demandbase’s Paul Gibson on all things ABX
In this week’s episode, David Rowlands, senior editor at B2B Marketing, spoke with Demandbase’s VP EMEA Paul Gibson.
Paul and David discussed all things ABX (account-based experiences) – what differentiates it from ABM, what it looks like at the ground level, and why Demandbase think it’s the future of great marketing.
Episode 41: Annabel Rake on the role of sustainability in marketing
In this week’s episode, David Rowlands, senior editor at B2B Marketing, spoke with Annabel Rake, partner and CMO at Deloitte UK and North and South Europe.
Annabel discusses the importance of sustainability in marketing, what steps Deloitte have taken and how you can deliver on a greener marketing strategy.
Episode 40: Stefan Doering, PwC’s brand strategy’s lead, on building global brands
In this week’s episode, David Rowlands spoke with Stefan Doering, PwC’s brand strategy lead. They discuss how to approach global brand identity and cultural identity across borders.
Episode 39: Kate Owen’s approach to using ABM in B2B and B2C
In this episode David Rowlands spoke with University Partnership Programme’s (UPP) CMO, Kate Owen, last year’s winner of B2B marketer of the year.
Kate discusses how to approach ABM within the higher education sector, cross industry collaboration and how she’s applying ABM to both the B2B and B2C sides of the business.
If you want to learn more about all things ABM, get your tickets to the ABM Conference
here
.
Episode 38: Matt Harper, CEO, The Marketing Practice, discusses the agency’s recent acquisitions
In this episode, David Rowlands spoke with Matt Harper, CEO of The Marketing Practice (TMP), to discuss the agency’s recent acquisitions of Omobono and Kingpin.
David and Matt talk about why Kingpin and Omobono were such a great fit for TMP, why B2B agencies are set to receive further investment, the challenges of combining three agencies, and more.
Episode 37: Bonnie Pelosi, Europe CMO at Wipro, talks challenges, strategies and tactics
In this episode, David Rowlands spoke with Bonnie Pelosi, Europe CMO at Wipro, to learn how she intends to help Wipro achieve its ambitions by focusing on deepening customer relationships and investing in talent and capabilities for the future.
David and Bonnie also discuss the strategies and tactics she intends to employ, as well as advice for CMOs heading in 2022 and beyond.
Episode 36: Copywriting guru David McGuire explains how to create great copy
In this episode, David Rowlands spoke with David McGuire, creative director at Radix Communications, copywriting trainer for B2B Marketing, and all around copywriting wizard. David explains how to create great longform copy, when and where to use humour in your writing, the worst buzzwords he’s currently hearing, and more.
If you want to hear more from David McGuire and want to check out his copywriting training course (taking place on 22-23 September, and again on 24-25 November), just click
here
.
If you were intrigued by the discussions on ABM, and want to learn more about how to master your ABM, why not check out the B2B Marketing ABM Conference, taking place on 2-4 November 2021,
here
.
Episode 35: Dr. Christine Bailey explains how to build a great customer insight strategy
In this week’s podcast, David Rowlands spoke with Dr. Christine Bailey, CMO at PassFort and all-rounding marketing expert.
They discuss Christine’s new book, ‘Customer insight strategies: How to understand your audience and create remarkable marketing’, and share some of the great insights from within it.
Episode 34: The growing relationship between HR and marketing, with Fleetsolve’s Andrew Colwell and Liz Brocken
In this week’s episode, David Rowlands spoke with Fleetsolve’s marketing director, Andrew Colwell, and HR business partner, Liz Brocken, to discuss how the relationship between the two departments has grown significantly over the course of the pandemic, and why it’s never going back. Andrew and Liz share their personal experience, and the value it’s delivering, and offer insight into why you might need to start rethinking your own relationship with HR.
If you’d like to learn more about Fleetsolve, just head to:
www.fleetsolve.com
Episode 33: How to make lead nurture a part of your organisation with Adobe’s Kate Doyle
In this week’s episode, David Rowlands, editor for B2B Marketing, spoke with Kate Doyle, senior marketing manager at Adobe to talk about email nurturing programmes. She shared how to identify valuable leads, how to improve conversations throughout the funnel and how to make nurture a part of your overall marketing strategy.
She also touched upon why marketers need to get more creative and take more risks to stand out with hyper-personalisation.
To watch the full webinar, you can register and
watch it here.
You can also see our upcoming webinars
here.
Episode 32: Transformation through messaging & engagement with IRI’s Gary Hurry
In this week’s episode, David Rowlands, editor for B2B Marketing, spoke with Gary Hurry, international marketing director, about the last 18 months at IRI.
They discussed how IRI transformed with buyer personas and target markets, how messaging and engagement changed, and how to grow your business at an international level. Gary also shared the biggest challenges that lie ahead for IRI in the next 12 months.
With that in mind, he also touched on how IRI is going to be using Propolis in the future! If you too want to join Propolis, you can check it out
here.
Episode 31: The difference between inclusion and diversity with Joseph Taiano, managing director, marketing for consumer industries, Accenture
In this week’s episode, David Rowlands, editor at B2B Marketing, spoke with managing director, marketing for consumer industries, Accenture, Joseph Taiano about inclusion and diversity initiatives in B2B marketing. They dived into the difference between inclusion and diversity, what an audit committee is, and why marketers should care about diversity from a business perspective.
Joe also shares his personal experience in the B2B sector as LGBTQ+ member and gives tips on how he likes to bring it up to his colleagues. To hear more about inclusion and diversity, you can check out his Keynote session at
Ignite USA here!
You can also DM him on LinkedIn
here!
Episode 30: How to align and improve your global messaging with Sam Crocker and Tony Riley
In this week’s episode, David Rowlands, editor at B2B Marketing, spoke with Tony Riley, president of The Mx Group and Sam Crocker, managing partner at Bray Leino about global messaging. They discuss how their global partnership came to be, how to improve global messaging on a strategic level and how to be more intentional with your agency ecosystem.
For more insights, you can check out our exclusive interview with Sam right before Ignite London
here
.
If you have any other questions or comments, you can also connect with Sam and Tony on LinkedIn:
Tony:
www.linkedin.com/in/riley1/
Sam:
www.linkedin.com/in/sacrocker/
Episode 29: What can community marketing bring to the table? with Zapnito’s Charles Thiede
This year, utilising Zapnito’s technology, B2B Marketing launched Propolis – our community for B2B marketers to share problems, insights and learn best practices. In this week’s episode, David Rowlands, editor at B2B Marketing, sat down with Charles Thiede, CEO and founder of SaaS platform, Zapnito, to discuss what makes for good community marketing.
They also discuss how community marketing can contribute towards customer acquisition and growth, as well as how marketers can make their platforms stand out with so many channels in today’s day and age.
You can DM Charles on LinkedIn to find out more
here!
You can also check out Propolis
here
!
Episode 28: Optimising the ecommerce experience in B2B marketing with Brian Beck
In this week’s episode, David Rowlands, editor for B2B Marketing, sat down with Brian Beck to discuss all things ecommerce.
They delve into product selling, how ecommerce was impacted by the pandemic, best ecommerce practices, and why transparency in the buying process is critical.
They also talk about why the dreaded ‘abandoned cart’ for your product might actually be a good thing for sellers. Stick around until the end where Brian also breaks down where to start if marketers see a real opportunity for ecommerce.
To learn more about ecommerce, you can check out one of our features here:
www.b2bmarketing.net/en-gb/resource…nally-come-age
Or you can DM Brian on Twitter
@
beckecommerce
Episode 27: How to cultivate a brand during adversity with Grant Thornton’s Lucy Canning
In this week’s episode, David Rowlands, editor for B2B Marketing, sat down with brand, marketing and business development director of Grant Thornton. They talk about how branding was impacted by Covid-19, what marketing tactics are damaging for brands, and where Lucy sees Grant Thornton going in the ‘new normal’ era. Be sure to listen until the end as Lucy explains why it’s so critical to cultivate your brand and some top tips to achieving this.
If you liked this episode, you can DM Lucy on Twitter
@
lucyjane2008
Or you can check out Grant Thornton’s case study when they nabbed the
award for ‘Marketing team of the year’
Episode 26: Four key marketing skills to drive buying decisions with Corporate Visions Leslie Talbot
80% percent of the sales cycle now takes place in digital or remote settings, according to industry analysts. This means marketing needs to move buyers further down the funnel.
In this week’s episode, editor for B2B Marketing David Rowlands spoke with Leslie Talbot, senior VP of Strategic marketing programmes at Corporate Visions, about four science-backed skills that marketers need to become memorable enough to influence buying decisions. This skills included messaging, content, visuals and storytelling.
To download the full webinar,
check it out here!
In addition, if you’d like to check out anymore of our webinars, check them out here on our website:
www.b2bmarketing.net/en-gb/webinar-programme
Episode 25: Addressing customer success with Barbara Stewart, Propolis Hive Expert in CX
In this week’s episode of our podcast, Editor for B2B Marketing David Rowlands talked to Barbara Stewart, Propolis Hive Expert in Customer Experience about customer success.
In our
2021 Trend Tracker
, customer success – a new entry – came second place overall, just after growth marketing. They dive into why customer success landed second on our list, the benefits of implementing customer success within your company, and how marketers can start humanising the customer experience.
If you want to find out more about customer experience, you can check out our community hub Propolis here:
www.b2bmarketing.net/en-gb/propolis-homepage
You can also get in touch with Barbara by sending her a message here:
www.linkedin.com/in/barbara-stewa…inalSubdomain=uk
b2bmarketing
Episode 24: Implementing marketing operations with Karla Wentworth, Propolis Hive Expert
Martech is great, but a lack of time and resources to use these technologies in the optimum way is a common challenge. So why is marketing operations important in the first place?
This week’s episode features our very own Propolis Hive Expert in Marketing Operations, Karla Wentworth. Editor for B2B Marketing David Rowlands sat down with Karla to find out why implementing marketing operations is essential in B2B marketing, how to tap into its full potential, and what the first steps are to approaching marketing operations.
Want to learn more about marketing operations? Find out more at our community hub, Propolis, where you can find out more about strategy and processes, martech, marketing automation and CRM:
www.b2bmarketing.net/en-gb/propolis-homepage
You can get in touch with Karla on Twitter @
karlawentworth
Episode 23: Discussing TMP’s most recent investment with Matt Harper, CEO, The Marketing Practice
The Marketing Practice has secured investment from Horizon Capital to build on its strengths in ABM and demand generation and deepen its expertise in technology and data. In this week’s episode, Editor for B2B Marketing David Rowlands spoke with Matt Harper, CEO at TMP about what this means for TMP as well as why B2B is attracting so much investment as of late.
TMP was also ranked seventh in our Top 10 fastest growing agencies list, seventh in our Top 10 rising stars, and sixth in our Top 10 international agencies in our US Agencies Benchmarking Report. You can check it out here:
www.b2bmarketing.net/en-gb/free-dow…ng-report-2021
If you’d like to learn more, you can follow Matt on Twitter @
MattDHarper
Episode 22: The future of digital communities with Susanna Kempe, Ashley Friedlein & Zoe Merchant
In this week’s episode, B2B Marketing editor-in-chief Joel Harrison spoke with Susanna Kempe, Chair at B2B Marketing; Ashley Friedlein
CEO and founder at Guild; and Zoe Merchant, managing director at Bright, about digital communities in 2021.
Are they really the future? They’ve certainly come a long way since LinkedIn groups. Well, they dive into how digital communities are relevant in B2B, how to gear your skills around them, and how the buyer behaviour is pushing for communities to become a popular engagement channel.
To learn more, check out the video version of this webinar:
event.on24.com/eventRegistration…urcepage=register
For more webinars, check out our programme here:
www.b2bmarketing.net/en-gb/webinar-programme
Episode 21: Enabling the future of sales with Gabriela Warren, Tim Hughes & Barry Richards
Covid-19 has changed the nature of sales engagements, restricting face-to-face meetings or events for the foreseeable future, making buyers harder to reach than ever. In this week’s episode, editor-in-chief Joel Harrison hosted a three-panelist discussion which included expertise from Gabriela Warren, senior director in marketing at Highspot; Tim Hughes, CEO and founder of DLA Ignite; and Barry Richards, strategy and planning director at Transmission.
Here, they discuss changes that need to be made such as how to approach content needs, what needs to happen between sales and marketing and how marketing can assist in final stage negotiations.
If you’d like to check out our other webinars, click
here
.
Episode 20: Defining growth marketing with Scott Vaughan, Integrate’s chief growth officer
With growth marketing being the #1 focus on this year’s 2021 Trend Tracker, this week’s episode features Scott Vaughan, chief growth officer at Integrate.
Editor for B2B Marketing David Rowlands sat down with Scott to talk about what growth marketing is, what a chief growth officer does and how marketers can make growth central to what they do.
If you want to learn more, feel free to tweet Scott
@ScottAVaughan
Also, to learn more about what’s trending in B2B marketing, check out our
2021 Trend Tracker!
Episode 19: How to build an award-winning team with PwC’s Maria Jennings
Need some tips on creating a more cohesive and high-performing team? In this week’s episode, editor in chief for B2B Marketing, Joel Harrison, sat down with PwC’s director of marketing and brand Maria Jennings to discuss their win for ‘Marketing team of the year’ at our most recent B2B Marketing Awards in November.
They break down how PwC handled Covid-19, some top tips to managing a strong team virtually, and their reactions to winning the coveted award. To do a deep dive of PwC’s win, check out its case study here:
www.b2bmarketing.net/en-gb/resource…ting-team-year
In addition, this episode is dedicated to Jack Ryan, senior digital marketing manager, and friend to many at PwC, who very sadly passed away in January.
Episode 18: The future of B2B agencies in 2021 with Chairman at Stein IAS & MSQ Tom Stein
In this week’s episode, Editor-in-chief for B2B Marketing Joel Harrison spoke with chairperson and chair client officer at Stein IAS and chairman for MSQ, Tom Stein.
They discussed how Stein IAS has grown in the B2B sector globally, what MSQ B2B is currently offering, the client and agency relationship, and future ambitions for agencies moving forward.
To top that off, Stein IAS recently won an award for ‘Martech agency of the year’ so check out their achievements here:
www.b2bmarketing.net/en-gb/resource…ch-agency-year
Also, give them a shout on Twitter @
SteinIAS
Episode 17: Diving into M&S Corporate Gifts’ ‘unforgettable’ campaign with Kristina Haddrell
In this week’s episode, we sat down with another award-winning campaign by Really B2B.
Here, Editor for B2B Marketing David Rowlands spoke with Kristina Haddrell, group account director for Really B2B about their brilliant sales focused campaign for M&S, which scored them three Golds including: ‘Most commercially successful campaign’, ‘Best corporate decision-maker-targeted campaign’ and ‘Best lead generation or nurturing campaign’ at the B2B Marketing Awards last November.
To find out more about the groundbreaking case study, check it out here:
www.b2bmarketing.net/en-gb/resource…ins-gold-three
To learn more about what Really B2B is doing, follow them on Twitter
@REALLYB2B
Episode 16: Why now’s the time for Marketing Ops w/ Holly Gage, Simon Daniels and Andrea Worobel
In this week’s episode, Editor in chief for B2B Marketing Joel Harrison discussed how marketing operation leaders can optimise and better their strategy in 2021. Martech has never been more critical to successful B2B marketing. But at the same time, the proliferation of platforms, the speed of channel evolution and ever-rising buyer expectations, means this success has never been harder to orchestrate.
In this webinar, we broke down:
– When does marketing ops become an essential part of your marketing team?
– How you succeed as a marketing ops practitioner or leader?
– How do you scale your marketing ops resource?
– What are the alternatives to an internal marketing ops function?
– What’s the future trajectory for marketing ops, and how to you prepare for it?
This webinar was originally recorded February 18, 2021. Check out our the webinar here.
Episode 15: Discussing Publicis’s acquisition of Octopus Group with Jon Lonsdale
The Octopus Group has been acquired by the Publicis Groupe UK, and we’re here to talk about it! In this week’s episode, B2B Marketing’s editor in chief Joel Harrison spoke with Jon Lonsdale, CEO of the Octopus Group to talk about its most recent news!
Octopus Group will join Publicis Groupe UK’s existing B2B specialists to bring strategic, creative, technology and commercial experience to clients and B2B brands. Jon broke down why the timing was right for both Publicis and Octopus Group, some findings he’s learned along the way and what this acquisition means for Octopus Group moving forward.
To learn more about the Octopus Group, you can follow Jon @
JonLon
Episode 14: Inside Kettyle Irish Foods’ award-winning B2B campaign with Charlie Nicholson
In this week’s episode, Editor for B2B Marketing David Rowlands spoke with Charlie Nicholson, head of planning at Really B2B, about the campaign’s success. They dive into their key objectives, metrics and some overall learnings for Really B2B to take moving forward.
The campaign managed to rack in three awards for ‘Best multichannel campaign’, ‘Best use of direct mail’ and ‘Best use of customer insight’ at the B2B Marketing Awards last year.
To find out more about the success of these campaign, check out the in-depth case study here:
To learn more about what Really B2B is doing, follow them on Twitter
@REALLYB2B
Episode 13: Navigating an ABM Journey with Kate Owen of Capita
Welcome back to another podcast and we’re continuing the conversation around ABM!
In this week’s episode, Capita’s Kate Owen sat down with B2B Marketing’s editor in chief Joel Harrison, where they discussed her growth and expertise as a marketer.
They also delved into Capita’s journey as Kate shares tips to making ABM relevant for her organisation.
Finally, hear her tease what’s to come for her session
“How Capita used ABM to drive better social outcomes and better relationships”
at our ABM conference 4 November!
Episode 12: ABM with Mark Larwood of O2
In this week’s episode, B2B Marketing’s Joel Harrison sits down with Mark Larwood to discuss all things ABM. Leading up to our ABM Conference 2020, they get into how ABM plays a role in the B2B world today, especially during the Coronavirus.
As a buildup for his speaker session ”
Taking ABM to the next level with a focused exec engagement programme”
, Mark delves into his experience with ABM and how O2 is now using ABM to create an engagement strategy.
To join in on the conversation, tweet Mark at
@MarkLarwood
.
Episode 11: Global content marketing with Scott Stockwell, editor-in-chief, IBM
This week, Joel Harrison sits down with IBM’s editor in chief, Scott Stockwell, to discuss how to get the most out of your global content marketing.
With content becoming more and more a part of marketer’s strategies, it is essential to make it as optimal as possible. The two delve into some tips and techniques to improving your content marketing, while going through
Joel’s blog post on global content marketing.
To find out more about content marketing, check out all our
content-related training courses
from B2B Marketing.
To hear more from Scott, tweet him @
pragmatik
.
Episode 9: The power of saying no with Jada Balster, VP of marketing, Workfront
Have you ever had a hard time saying no to your manager or colleague? In this week’s episode, Adam and Molly are joined by Jada Balster who discusses her experiences at Workfront and how saying no has helped to shape her career.
Molly and Adam bring up some difficult but relatable workplace scenarios as Jada gives advice on staying professional while saying no.
To hear more from Jada, follow her on Twitter:
@JadaBalster
Episode 8: Coronavirus messaging with David McGuire, B2B copywriting guru
In this episode of our podcast, editor in chief Joel Harrison spoke with David McGuire about the buzzwords to avoid in your messaging during the Coronavirus.
Have a listen and we guarentee you’ll think twice before using the phrase “uncertain times” and “now more than ever”.
You can also check out his latest blog post on the same topic here:
B2B buzzword bingo: The COVID-19 edition
Episode 7: The power of behavioural science with Rory Sutherland of Ogilvy
We’re back once again with an exciting podcast from Ogilvy’s Rory Sutherland! Our editor in chief Joel Harrison hosts this episode as they discuss disappointment and regret, drunks on lamp posts, and why you need to stop justifying your marketing!
With that said, he previews his Ignite USA session which can be found here:
https://www.b2bmarketing.net/en-gb/resources/features/ignite-usa-2020-keynote-session-why-you-need-take-chance-and-get-lucky
Enjoy this episode! If you have any follow up questions, tweet Rory
@rorysutherland
Episode 5: Lucy Birch and Tunji Akintokun MBE from PwC
We’re so sorry it took so long to release the latest episode of the podcast, I’m sure you’ve missed us terribly.
However, we are back in style with
Lucy
and
Tunji
from PwC. Lucy heads up marketing, while Tunji leads sales – a relationship often fraught with danger!
However, Lucy and Tunji were happy to join us to discuss how they are rebuilding the way sales and marketing work together including the shared goals, workflows and communication tools they’re using to deliver success.
This was a delightful conversation, and we’re sure you’ll enjoy listening as much as we did taking part.
Episode 4: Christine Bailey, CMO at Valitor
This episode Molly and I were lucky enough to meet and chat to Dr Christine Bailey, Chief Marketing Officer for Valitor. Christine was a fantastic speaker at our Ignite event in June, so we had to get more insight from her for those people that missed out! You can find her
@Christinebailey
Christine was our #1 woman in B2B tech marketing and took us through some of the challenges and exciting opportunities that come with transforming a brand that is already established into something more purposeful and ready to take on the world.
In addition, Christine provides insight into the differences between working at different sized businesses, how colour affects brand and how to keep an energised and inspired team.
The new entry for the book club this week is
Marketing Rebellion
by Mark Schaefer.
Episode 3: Ruth Oakey And Catherine Dutton of Atos
Just when you thought we were gone for good…. we’re back!
We were lucky to get time with Cat Dutton and Ruth Oakey of Atos for our latest chat, talking about the intersection of ABM and CX, interacting with customers and the value of diversity within a mature B2B business.
There’s some great advice on meeting some of the greatest challenges marketers face in being truly insightful and learning from their customers, so it’s definitely worth a listen.
If you have any follow up questions for our questions, tweet them! Cat is on
@cat_dutton1
and you can find Ruth at
@Ruthoakey
Episode 2: Sakina Najmi, Vice President Global Marketing at Sandvik
For episode 2, Molly and Adam sat down with Sakina Najmi, who has recently featured in our top 20 women in B2B tech marketing list.
We spoke about what great marketing leadership looks like in a B2B business, the importance and art of getting the right team in place, communicating and setting expectations with other senior stakeholders in the business.
The book recommended by Sakina is “Artifical Intelligence for marketers” by Jim Sterne. Pick up a copy at
www.amazon.co.uk/Artificial-Intel…ns/dp/1119406331
If you’d like to keep up with Sakina, you can find her on social media, obviously.
Twitter:
@Sakina_Najmi
Linkedin:
www.linkedin.com/in/sakina-najmi-555b1115/
Episode 1: Simon Rusling, Brian Macreadie, Gemma Davies
Welcome to our first ever episode of the B2B Marketing Podcast, and we’re starting with a deluxe triple header episode!
First, we speak to
@simon_rusling
, Partner and Head of Marketing at Barnett Waddingham, a pensions provider, to talk about all the things he wish he’d known at the start of his marketing journey.
Then we spoke to
@BMMarketer
, Head of Marketing Strategy at Law firm Addleshaw Goddard. As our awards grand prix winner back in November, we asked him about what it takes to stay creative on top of your day to day burden as a client side marketer. As one of our best and most prolific bloggers, we’ve built him his own hub! Catch his work at
https://www.b2bmarketing.net/en-gb/brian-macreadie-b2b-trailblazer
.
Finally we met up with
@gdavies2
, the Director of Global ABM strategy at ServiceNow, the most innovative company in the world according to Forbes. Gemma talks about the cultural challenges of implementing ABM globally, the value of a great team and a growth mindset.
You can see the research Brian Mentions at
https://www.warc.com/newsandopinion/news/system1_tracks_down_the_higgs_boson_of_creative_effectiveness/41206
.
Episode 0 – 12 February 2019
Welcome to the all new B2B Marketing Podcast! If you want to find out what our masterplan is, take a couple of minutes as Molly and Adam take you through our plans to provide you with B2B specific insights, without the stress of having to read things!
