B2b Marketing Podcast

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.

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: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_72:_navigating_changing_customer_behaviour_with_sadie_baron

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: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_71 Book your tickets to The Global ABM Conference here: https://b2bmarketing.abm-conference.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_71 And download the Marketing Operations & Process Hive report on riding the wave of martech change here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/riding-wave-martech-change-submerged-unmanageable-sea-technology-and-facing?&utm_source=editorial&utm_medium

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: https://b2bmarketing.abm-conference.net/?&utm_source=editorial&utm_medium=link&utm_campaign=abm_conf&utm_term=episode_70:_the_last_10_years_in_abm_with_robert_norum Want to take part in this year's census, and be in with a chance of winning a pair of Apple AirPods?! Take part here: https://b2bmarketing.cogniclick.app/enter/the-2022-abm-census And if you’d like to find out more about Propolis, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=link&utm_campaign=propolis&utm_term=episod

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: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_69:_strength_in_numbers_-_is_a_community_right_for_me?

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.

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: https://www.unofficialpartner.com/

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 Kanani, 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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=link&utm_campaign=influ2_report&utm_term=episode_66

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_65:_the_abcs_of_bgm_with_dmitri_lisitski

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_60:_ari_capogeannis?&utm_source=editorial&utm_medium=cta&utm_campaign=bgm_report&utm_term=episode_61:_the_ins_and_outs_of_buying_group_marketing_with_amisha_gandhi?&utm_source=editorial&utm_medium=link&utm_campaign=bgm_report&utm_term=episode_64:_jon_russo_talks_bgm

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/how-man-bites-dog-won-gold-best-corporate-decision-maker-targeted-campaign?&utm_source=editorial&utm_medium=cta&utm_campaign=mbd_case_study&utm_term=episode_63:_creating_a_standout_campaign_with_claire_mason And find out more about The B2B Marketing Awards here: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=b2b_marketing_awards&utm_term=episode_63:_creating_a_standout_campaign_with_claire_mason

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: https://b2bmarketing.b2b-ignite.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_london&utm_term=episode_62:_ai_expert_katie_king_explains_why_marketers_need_ai

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_60:_ari_capogeannis?&utm_source=editorial&utm_medium=cta&utm_campaign=bgm_report&utm_term=episode_61:_the_ins_and_outs_of_buying_group_marketing_with_amisha_gandhi

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 BGM, download this report here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/buying-group-marketing-taking-your-abm-next-level-and-creating-journey?&utm_source=editorial&utm_medium=cta&utm_campaign=influ2_report&utm_term=episode_60:_ari_capogeannis

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.

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 the link 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: https://www.b2bigniteusa.com/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_58:_katie_martel_on_unlocking_the_power_of_brand_at_ignite_usa

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: https://clever-touch.com/pre-order-state-of-martech-2022?&utm_source=editorial&utm_medium=cta&utm_campaign=state_of_martech_report&utm_term=episode_57:_the_state_of_martech_with_clevertouch_marketing%E2%80%99s_adam_shar And find out more about B2B Marketing’s training courses here: https://www.b2bmarketing.net/en-gb/b2b-marketing-training?&utm_source=editorial&utm_medium=cta&utm_campaign=training_courses&utm_term=episode_57:_the_state_of_martech_with_clevertouch_marketing%E2%80%99s_adam_shar

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/riding-wave-martech-change-submerged-unmanageable-sea-technology-and-facing?&utm_source=editorial&utm_medium=cta&utm_campaign=mops_report&utm_term=episode_56:_getting_marketing_operations_up_and_running_with_darrel_alfonso Find out more about Propolis and the mine of actionable content and expert advice available: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=epis

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: https://www.b2bigniteusa.com/ UK Agencies Benchmarking Report: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-uk-agencies-benchmarking-report-2022 Propolis: https://www.b2bmarketing.net/en-gb/propolis-be-big-head

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. Find out more about Ignite USA here: https://www.b2bigniteusa.com/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_54:_what_b2b_marketing%E2%80%99s_trend_tracker_means_for_you_with_steve_kemish Ignite London: https://b2bmarketing.b2b-ignite.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_london&utm_term=episode_54:_what_b2b_marketing%E2%80%99s_trend_tracker_means_for_you_with_steve_kemish Propolis: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_54:_what_b2b_marketing%E2%80%99s_trend_tracker_me