B2b Marketing Podcast

B2B marketing is getting harder. Buyers are more complex, content is everywhere, and trust is now the deciding factor. In this week’s episode, David Rowlands sits down with Lee Odden, CEO, TopRank Marketing about Best Answer Marketing (BAM) – a six-pillar framework designed to help brands become the most credible and relevant voice in their market. They explore the impact of AI-driven content overload, why trust signals like research, influencers, and earned media matter more than ever, and how buying groups have expanded far beyond the traditional few stakeholders. Lee also explains why marketers need to focus on the 95% of buyers not yet in market, and what it takes to build visibility and confidence before demand is created. If you want to shift from content volume to commercial impact, this episode offers a clear and practical way forward.

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with Hannah Podbury-Neal and Emma Halewood from foodservice marketing agency Omne to discuss their 2025 award win for ‘UK B2B Agency of the Year’. They begin by exploring how Omne succeeded in a category typically dominated by large, multi-sector agencies and why being a specialist agency proved to be a strength rather than a limitation. Hannah and Emma also share how their expertise-led proposition has driven commercial success and close client relationships, from strong client retention rates to impressive year-on-year gross income growth and much more. Later in the episode, they discuss how marketers can stand out and differentiate themselves in an increasingly AI-driven world and they tease what’s next for Omne. If you’re looking to shift from activity-based marketing to a more commercially focused approach, this episode is a must-listen for B2B marketers. Stay tuned for a report off the back of this podcast which will be out in

In this week’s episode of the B2B Marketing Podcast, David Rowlands sits down with Jason Bradwell, Founder of B2B Better – a podcast marketing agency focused on turning podcasts into pipeline. Jason shares the career journey that shaped his core belief: true differentiation comes from a strong point of view and the people behind it. From there, the conversation dives into how Covid-19 reshaped B2B podcasting and the common pitfalls many brands still fall into today. One of the biggest? Relying on impressions and downloads as success metrics. They explore why podcasts often go off track due to unclear goals, weak strategy, and misaligned expectations and why an account-based approach can be far more effective. You’ll also hear their take on building a thoughtful, ethical guest strategy and how to design your podcast around the buyer journey to drive real impact. And if you’re thinking about expanding into channels like TikTok, YouTube Shorts, or other short-form formats, stay tuned for Jason’s perspective at

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with Dan Miles, Executive Vice President at The Hoffman Agency, to explore the growing impact of AI on brand and content strategies. They kick off the conversation by examining how buyers are changing the way they research solutions and whether organic traffic is really on the decline (spoiler: it isn’t). The discussion also looks at the early warning signs that a company is already becoming invisible in generative AI outputs, and which brands are best positioned to win in this new marketing landscape. This episode is a must-listen for anyone looking to understand how generative and agentic AI are reshaping the market. If you’re looking for practical solutions and frameworks to help make your brand more visible in AI-driven environments, we’ll also be hosting a webinar on April 23 at 3pm BST. The session will feature further insights from Dan alongside an expert panel. Register here: https://www.b2bmarketing.net/webinars/why-genera

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sat down with Anna Pfeifhofer, ABM Lead - Global ABM, HPE, to discuss her upcoming session at the European ABM Forum. We kick off the session by discussing why ABM teams might be struggling in today’s current marketing landscape. From there, Anna discusses why having a very rigid ABM setup can actually set up teams to fail. On the flip side, she also touches on why having too much flexibility can create chaos. If you’re looking for that sweet spot of consistency and flexibility in a mature ABM program, stay tuned until the end as Anna shares what that looks like in practice. If you want to hear more from Anna, she is appearing at The European ABM Forum on 26 March in Amsterdam. Anna will share her experiences of running global ABM initiatives and offer advice on how to design a growth engine that performs even in uncertain times. If you are looking for practical advice on how to build account-based strategies that deliver growth, no matter t

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sat down with Dan Roche and John Cheney from Workbooks to discuss their Gold wins at the 2025 B2B Marketing Awards. Workbooks won the Gold award for ‘Best brand initiative under 100k’ as well as the ‘Grand Prix’ for their No BS CRM campaign. Joined by Dan Roche, CMO, Workbooks and John Cheney, CEO, Workbooks, this episode covers everything about their award-winning campaign. Dan and John reveal how a fearless creative approach helped them stand out in a crowded CRM market, how they navigated board-level scepticism, and how the campaign delivered real commercial impact. They also share behind-the-scenes insights from the filming process and campaign launch. Stay tuned until the end as they offer practical advice for businesses looking to create brilliant campaigns on limited budgets. If you like this week’s episode, we will be releasing an in-depth report about Workbook’s win in March. For the full list of winners at the awards, check out thi

In this week’s episode of the B2B Marketing Podcast, David Rowlands spoke with Paul Collier, CMO, FunnelFuel; Chris Omotosho, Managing Director, UK, Gravity Global; Nick Watmough, Executive Creative Director, The Croc; and Jon Buckthorp, Commercial Director, Differentiated. As we close out 2025, it only felt right to end with a conversation inspired by the year’s standout work. Drawing on insights from across agency, brand and creative leadership, the panel discusses what made this year’s award-winning campaigns at the B2B Marketing Awards resonate. The conversation opens with a focus on the growing role of emotion and creativity in B2B, with brands increasingly doing their best work by connecting on a human level. From there, the discussion turns to the rapid influence of AI, the rise of experiential marketing, and a noticeable shift away from product-first messaging in favor of more meaningful, human-to-human engagement in an increasingly AI-driven landscape. The panel also reflects on Gravity Global’s

In this week’s episode of the B2B Marketing Podcast in association with HelloKindred, Kavita Singh is joined by Roland Glass, Chief Commercial Officer, HelloKindred as well as Sarah Thomas, the Group Chief Marketing Officer, EVP, over at Capgemini. Off the back of the Propolis Leader’s Forum, they dig into what truly drives high-performing marketing teams, from adaptability and intellectual curiosity to data fluency and modern leadership behaviors. Roland also breaks down how a resource network works, why it differs from traditional org structures, and how dynamic resourcing can unlock real agility. Stick around to the end to hear the mindset shift Roland and Sarah say every marketing team needs to cultivate continuous learning. Want more insights from the Propolis Leaders Forum? Explore the event highlights here: https://www.b2bmarketing.net/propolis-leaders-forum-takeaways-blog/

In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing caught up with Vanessa Schotes, CMO, Enfuce. Shortlisted for B2B Marketer of the Year at the 2025 B2B Marketing Awards, Vanessa explains how marketing helped drive 450% growth in new territories and achieve a marketing ROI of 5:1. If you want to attend the B2B Marketing Awards ceremony in London this year, you can find out more information here: https://events.b2bmarketing.net/b2bawards

In this episode of The B2B Marketing Podcast, David Rowlands sits down with Tom Setter, Strategy Partner at Dentsu B2B, to unpack the latest Superpowers Index, Dentsu B2B’s global study of over 16,000 B2B buyers and 35,000 buying experiences. The report reveals the 30 decision drivers shaping B2B purchasing right now, highlighting the trends, shifts, and constants in what matters most to buyers. Tom sheds light on the biggest drivers, what’s changed (and not changed) year-on-year, and what B2B marketers can do right now to make 2026 their most commercially impactful year to date. You can download the full report here: https://www.dentsu.com/uk/en/solutions/b2b/superpowers?utm_source=dentsu+b2b&utm_medium=b2b+marketing&utm_content=superpowers+b2b+report

In this week’s episode of the B2B Marketing Podcast in association with Brands2Life, Kavita Singh, Head of Growth Solutions Content spoke with Tim Corcoran, Managing Director, Marketing & Creative Services, Brands2Life and Sally Jacobs, Senior Director of Social Media & Advocacy, Qlik. The episode kicks off with the trio discussing the current competitive landscape of B2B marketing, underscoring why it’s difficult to stand out and what brands can do to feel original. They highlight the relationship between brand and demand, emphasizing the need for both authenticity and strategic partnerships while also addressing the role of AI in enhancing creativity. If that wasn’t enough, they also touch on why breaking down organizational silos and focusing on customer needs can lead to memorable campaigns that really resonate. And if you’re looking for top-tier brand activation examples, they touch on Astronomer and New Balance’s ability to create compelling stories while also incorporating humor.

In this week’s episode of the B2B Marketing Podcast in association with Differentiated, we are joined by Jon Buckthorp, Commercial Director, Differentiated to discuss the agency's latest report: Art & Science: Exploring new horizons built on belief. The conversation begins with a thought-provoking look at the difference between trust and belief, before Jon shares some striking findings from their in-depth research. For example, did you know that decision-makers are spending around two hours a day engaging with marketing material, yet many don’t finish what they start, and two thirds never make it to the conclusion? This was just one of many takeaways discussed in the episode. From there, Jon defines content dysmorphia and thought theatre, and explains how these play out in today’s marketing landscape. Jon also considers the role of AI in an increasingly sceptical climate, raising important questions about how brands can cut through and connect meaningfully. If you’re curious about any of these themes from

In this week’s episode of the B2B Marketing Podcast in association with Revere, we dive into the essentials for strategic and financial planning as we head into 2026. We’re joined by Fiona McKenzie, CEO, Revere to chat about everything from why you should be starting with your business vision to the key to tailoring your plans to your C-suite and much more. But that’s not all. We also explore smart budgeting moves every marketer should be making. If you’re not already setting aside a slice of your budget for creative, in-the-moment opportunities, you’ll definitely rethink your approach after this episode. If you’re looking to become the commercial marketer, we highly recommend listening to this week’s episode. Plus, you can check out our Commercial Marketing Guide: https://www.b2bmarketing.net/reports/b2b-commercial-marketer-skills-guide/

Did you know that 95% of brands lack a solid sound identity? If you’ve never given much thought around audio branding, then this podcast episode is a must-listen. In this episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Neil Montgomery, Audio Brander, Almost Nothing Audio Branding. To kick off the episode, Neil shares his journey from a music degree to a sales role and a big four accounting firm, before transitioning to audio branding. He discusses the impact of audio branding on brand recognition, citing Intel's 1995 jingle and Netflix's audio logo as examples. Not only does the episode cover the science behind audio branding but Neil also addresses its revenue impact, as well as its place on social media platforms such as TikTok and Instagram. If you’re looking to build a strong audio brand, stay tuned until the very end.

We’ve just announced our 2025 B2B Marketing Awards Shortlist, and we are joined by FunnelFuel, Differentiated, Gravity Global and The Croc to break down some of the juicy details behind this year’s theme and campaigns. In this podcast episode, we were joined by Sarah Townsend, Head of Growth & Innovation, The Croc; Chris Omotosho, Managing Director, UK, Gravity Global; Paul Collier, CMO, FunnelFuel; and finally last but not least Jon Buckthorp, Commercial Director, Differentiated. The group discussion kicks off with an overarching look at the B2B industry and how it has led to compelling campaigns that are data-back, creative and commercially successful. In addition, they chat about some of the big categories like ‘Best use of AI’, ‘Most commercially successful campaign’ and ‘Best campaign with a limited budget’. And if you’re looking for thought leadership advice throughout, find out the key traits to success; plus, why failing in today’s competitive environment can actually be a positive way of upskillin

In this week’s episode of the B2B Marketing Podcast, Kavita Singh spoke to Matt Hicks, Strategy Director, Lesniak Swann to describe the data trap that marketers often fall into when creating campaigns. In our podcast episode, Matt does validate the importance of data, but stresses that data alone can lead to dogma, and dogma doesn’t make for effective marketing. The two also chat about everything from why strategists love data so much to the metrics that need to be measured beyond the standard KPIs. If that wasn’t enough, Matt uses a metaphorical sandwich and the great magician Aleister Crowley to explain what a 'magick' moment in B2B marketing looks like. Curious what that means? Listen to find out all.

In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Jake Bird, Director, JI Marketing to discuss the importance of AI readiness and strategy. They discuss why AI should be woven into your operations not treated as a side project and the risks of relying too heavily on sales bots or overlooking legal issues with AI-driven content. Plus, if you want to find out Jake’s view on the future of AI in marketing, we recommend staying tuned until the very end of this week’s episode.

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Head of Growth Solutions Content, B2B Marketing, spoke with Omne about the evolution of brand into a data growth engine. We were joined by Michael Gividen, CEO, Omne and Anna Massey, Strategy Director, Omne who chatted about everything from the fading relevance of persona marketing to the rise of more creative B2B strategies and the shifting role of influence in the modern B2B landscape. We also dive into what B2B marketers can learn from FMCG brands; plus, stick around for insights on the future of AI in marketing and much more. If you like this episode, check out previous episodes we did with Omne below: https://www.b2bmarketing.net/podcasts/fmcg-companies/ https://www.b2bmarketing.net/podcasts/omne-agency/

In this week’s episode, David Rowlands, Head of Product, B2B Marketing spoke with Jada Balster, VP Global Marketing, TravelPerk to discuss all things rebranding. They first chat about Jada’s experience with other companies such as Workfront and Adobe before jumping into TravelPerk’s recent rebrand. If you’re looking to create allies in the boardroom, impact sales cycles with a strong brand and understand rebranding’s strategy beyond the design, we highly recommend checking out this week’s episode. In addition, find out how the new brand is working out over at TravelPerk, including their overhaul on demand gen campaigns. Plus, if you want to learn how to future-proof your global marketing team, stay tuned until the very end.

Oftentimes, B2B buyers have a list of vendors in mind before they’ve even started the purchase process. So how can brands make sure they’re on that list and increase their chances of winning the deal? In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Head of Growth Solutions Content, B2B Marketing spoke with Matt Hicks, the Strategy Director at Lesniak Swann to unpack this very topic. They dive into how brands can build early awareness through standout content and thought leadership, which channels are most effective, and what metrics actually matter. Plus, if you want to find out what NOT to do in order to get on the purchasing shortlist, stay tuned until the end where Matt explains a very common mistake.