B2b Marketing Podcast

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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