B2b Marketing Podcast

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: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_93:_stop_the_silos_%E2%80%93_dan_swift_on_(finally)_aligning_your_sales_and_marketing_teams

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: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_92:_connecting_the_marketing_dots_with_zontee_hou

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: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_pr_for_growth&utm_term=episode_91:_how_to_measure_pr_with_champion_communications And make sure you check out the rest of our episodes with Champion to follow our journey into PR!

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: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_90:_everything_you_need_to_know_about_digital_marketing_with_andy_crestodina

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: https://www.apexgroup

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: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_8

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: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=jon_griffiths_on_b2b_vs._b2c_%E2%80%93_who_dares_wins

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: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_68:_how_to_make_your_account-

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: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_pr_for_growth&utm_term=episode_85:_unlocking_pr_as_a_sales_enablement_tool_with_champion_communications 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 these out: Why PR is your next business driver: https://soundcloud.com/b

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: https://events.b2bmarketing.net/igniteusa/2755591?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_84:_pam_didner_on_how_you_can_better_support_sales

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: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=link&utm_campaign=pr_for_growth&utm_term=episode_83:_using_pr_to_generate

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: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=link&utm_campaign=propolis&utm_term=episode_82:_creativity,_creativity,_creativity_%E2%80%93_creating_a_stand-out_campaign_with_russ_powell And if you think you’ve

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: https://www.b2bmarketing.net/en-gb/resources/news/news-recent-research-sheds-light-state-pr-b2b?&utm_source=editorial&utm_medium=link&utm_campaign=podca

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: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_80:_becoming_b2b_marketer_of_the_year,_matt_allen And to find out more about the B2B Marketing Awards, click here: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_awards&

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: https://events.b2bmarketing.net/martechopia2023?&utm_source=editorial&utm_medium=cta&utm_campaign=martechopia&utm_term=episode_79:_bots,_bants,_and_b2b_marketing:_chatgpt_takes_over? (Disclaimer: Copy written by ChatGPT. Proofed by editor who’s only ever so slightly worried about her job).

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: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_awards&utm_term=episode_78 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: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm

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: https://www.youtube.com/floqaststudios 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: https://soundcloud.com/b2bmarketingpod/episode-75-award-winning-brian-macreadie-discusses-addleshaw-goddards-poetry-based-campaign?&utm_source=editori

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/pipelines-secret-weapon-full-funnel-marketing-and-how-prove-it?&utm_source=editorial&utm_medium=link&utm_campaign=just_global_report&utm_term=episode_76:_playing_the_long_game_in_a_recession_with_just_global%E2%80%99s_brandon_friesen

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: https://www.addleshawgoddard.com/en/rhyme-and-reason/ 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 si

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-uk-agencies-benchmarking-report-2022 And US here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-us-agencies-benchmarking-report-2022 And stay tuned for the 2023 report!