The B2B Marketing Podcast
Your dose of exciting interviews and hot discussions on all things B2B marketing, straight in your ears!
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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.
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.
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:
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
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.
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=ukb2bmarketing
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
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:
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.
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!
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?
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
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!
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 10: Customer sentiment in the age of Covid19, with Shane Redding, B2B trainer & consultant
Having a finger on the pulse of what your customers think, feel, believe and expect has never been more important for B2B marketers in the wake of coronavirus. This week, Joel Harrison sits down with Think Direct's Shane Redding to discuss the importance of customer centricity during lockdown.
To check out the full blog discussed in this week's episode, click here!
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
If you have any follow up questions for our questions, tweet David. You can find him at @McGuireDavid
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, 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.
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.
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!