B2B Marketing Podcast

B2B Marketing

The essential resource for B2B marketers.

All Episodes

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Gursaran Marjara, CMO of Access Group, to discuss the future of tech marketing and revenue performance, and what’s impacting growth for 2022 and beyond. This podcast is one in a series of four, all of which have helped to inform our full report, sponsored by Twogether. You can download the full report by following the link below, and be sure to watch out for the next podcasts in the series in the coming weeks! https://www.b2bmarketing.net/en-gb/free-downloadable-guides/future-tech-marketing-and-revenue-performance-whats-impacting-growth-2022

Dec 3

40 min 32 sec

In this week's episode, David Rowlands, senior editor at B2B Marketing, spoke with Demandbase's VP EMEA Paul Gibson. Paul and David discussed all things ABX(account-based experiences) - what differentiates it from ABM, what it looks like at the ground level, and why Demandbase think it’s the future of great marketing.

Nov 26

20 min 45 sec

In this week's episode, David Rowlands, senior editor at B2B Marketing, spoke with Annabel Rake, partner and CMO at Deloitte UK and North and South Europe. Annabel discusses the importance of sustainability in marketing, what steps Deloitte have taken and how you can deliver on a greener marketing strategy.

Nov 19

27 min 52 sec

In this week's episode, David Rowlands spoke with Stefan Doering, PwC's brand strategy lead. They discuss how to approach global brand identity and cultural identity across borders.

Oct 22

25 min 4 sec

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 at https://b2bmarketing.abm-conference.net/

Oct 15

25 min 29 sec

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.

Oct 8

25 min 4 sec

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.

Sep 24

20 min 16 sec

In this episode, David Rowlands spoke with David McGuire, creative director at Radix Communications, copywriting trainer for B2B Marketing, and all around copywriting wizard. If you want to check out David McGuire's training course, just head to this page: https://www.b2bmarketing.net/en-gb/b2b-copywriting-training

Sep 9

36 min 5 sec

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.

Sep 3

26 min 8 sec

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

Aug 27

20 min 42 sec

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:https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&partnerref=webinarpage&eventid=3301571&sessionid=1&key=63674137CEE2D3206C39BBCEC349272F&regTag=&V2=false&sourcepage=register You can also see our upcoming webinars here: https://www.b2bmarketing.net/en-gb/webinar-programme

Aug 20

49 min 7 sec

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: https://www.b2bmarketing.net/en-gb/propolis-homepage

Aug 13

38 min 18 sec

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! https://vimeo.com/559144729 You can also DM him on LinkedIn: https://www.linkedin.com/in/joe-taiano/

Jul 23

21 min 12 sec

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. 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: https://www.b2bmarketing.net/en-gb/resources/articles/creating-more-effective-global-campaigns-sam-crocker If you have any other questions or comments, you can also connect with Sam and Tony on LinkedIn: Tony here: https://www.linkedin.com/in/riley1/ Sam: https://www.linkedin.com/in/sacrocker/

Jul 16

37 min 14 sec

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, B2B Marketing Editor, sat down with Charles Thiede, CEO and founder of SaaS platform, Zapnito to discuss what makes good 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: https://www.linkedin.com/in/charlesthiede/?originalSubdomain=uk You can also check out our own community hub, Propolis. Here at our community platform Propolis, we offer expert advice in eight different unique topics we call "hives": https://www.b2bmarketing.net/en-gb/propolis-homepage

Jul 9

30 min 23 sec

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: https://www.b2bmarketing.net/en-gb/resources/features/has-b2b-ecommerce-finally-come-age Or you can DM Brian on Twitter @beckecommerce :https://twitter.com/beckecommerce?lang=en

Jun 25

37 min

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. If you liked this episode, you can DM Lucy @lucyjane2008:https://twitter.com/lucyjane2008?lang=en Or you can check out Grant Thornton's case study when they nabbed the award for 'Marketing team of the year': https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-find-out-how-grant-thornton-won-marketing-team-year

Jun 18

21 min 22 sec

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: https://www.brighttalk.com/webcast/452/478310 In addition, if you'd like to check out anymore of our webinars, check them out here on our website: https://www.b2bmarketing.net/en-gb/webinar-programme

Jun 4

1 hr 2 min

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: https://www.b2bmarketing.net/en-gb/propolis-homepage You can also get in touch with Barbara by sending her a message here: https://www.linkedin.com/in/barbara-stewart-736b557/?originalSubdomain=uk

May 21

45 min 5 sec

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: https://www.b2bmarketing.net/en-gb/propolis-homepage You can get in touch with Karla on Twitter @karlawentworth: https://twitter.com/karlawentworth?lang=en

May 14

23 min

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: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-us-agencies-benchmarking-report-2021 If you'd like to learn more, you can follow Matt on Twitter @MattDHarper

May 7

21 min 5 sec

In this week's episode, B2B Marketing editor-in-chief Joel Harrison spoke with Susanna Kempe, Chair at B2B Marketing; Ashley Friedlein CEO & 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 behavior is pushing for communities to become a popular engagement channel. To learn more, check out the video version of this webinar: https://event.on24.com/eventRegistration/EventLobbyServlet?target=reg20.jsp&referrer=https%3A%2F%2Fwww.b2bmarketing.net%2F&eventid=2973838&sessionid=1&key=BFDAA50056CC173B34C27B2CC2D5C7CC&regTag=&V2=false&sourcepage=register For more webinars, check out our programme here: https://www.b2bmarketing.net/en-gb/webinar-programme

Apr 23

59 min 8 sec

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: https://www.b2bmarketing.net/en-gb/webinar-programme

Apr 16

58 min 46 sec

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: https://www.b2bmarketing.net/en-gb/resources/features/2021-b2b-marketing-trend-tracker-b2b-mind

Apr 12

17 min 22 sec

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: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/award-case-study-find-out-how-pwc-managed-win-marketing-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.

Apr 1

33 min 21 sec

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: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-how-stein-ias-won-martech-agency-year Also, give them a shout on Twitter @SteinIAS

Mar 26

37 min 16 sec

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: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-really-b2bs-campaign-ms-corporate-gifts-wins-gold-three

Mar 25

11 min 57 sec

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. Check out our podcast page here to find out more about the case study: https://www.b2bmarketing.net/en-gb/resources/b2b-case-studies/awards-case-study-how-really-b2bs-campaign-kettyle-irish-foods-part

Mar 25

10 min 47 sec

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? This webinar was originally recorded February 18, 2021.

Mar 19

53 min 54 sec

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

Feb 26

24 min 13 sec

Want to unlock the secrets behind an award-winning B2B campaign? In this week's episode, B2B Marketing editor David Rowlands spoke with Charlie Nicholson, head of planning at Really B2B and Kristina Haddrell, group account director for Really B2B. They dive into two of their most successful campaigns, M&S Corporate Gifts: Be Unforgettable and Kettyle Irish Foods (part of the Linden Food Group). They get into their key objectives, metrics and some overall learnings for Really B2B to take moving forward.

Feb 19

22 min 21 sec

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 at our ABM conference 4 November!

Oct 2020

33 min 56 sec

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.

Oct 2020

32 min 40 sec

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. Scott and Joel delve into some tips and techniques to improve your content marketing. To hear more from Scott, tweet him @pragmatik.

Jul 2020

30 min 51 sec

This week, Joel Harrison sits down with B2B Marketing trainer Shane Redding to discuss the importance of customer centricity during lockdown, and how priorities and agendas has shifted as a consequence of Covid19.

Jul 2020

37 min 26 sec

Adam and Molly are joined by Jada Balster who discusses her experiences at Workfront and how saying no has shaped her career. Molly and Adam bring up some difficult but relatable workplace scenarios as Jada gives advice on staying professional while saying no.

Jul 2020

34 min 11 sec

In this episode of our podcast, editor in chief Joel Harrison spoke with David McGuire about the buzzwords to avoid in your messaging during Coronavirus, and how to ensure your copy cuts through at a time of shifting priorities and sentiment.

Jun 2020

34 min 46 sec

Renowned behavioural science commentator and author, and all-round fascinating guy Rory Sutherland of Ogilvy talks to Joel Harrison about disappointment and regret, drunks on lamp posts, and why you need to stop justifying your marketing! This podcast was recorded as a preview to the 2020 B2B Marketing Ignite USA conference, but the content is of relevance to anyone interested in B2B marketing.

Jun 2020

31 min 44 sec

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, we are back in style with Lucy and Tunji from PwC. Lucy heads up marketing, while Tunji leads sales - a relationship often fraught with danger! 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.

Mar 2020

26 min 57 sec

This episode Molly and I were lucky enough to meet and chat to Dr Christine Bailey, Chief Marketing Officer for Valitor. If you've not heard of Valitor, then you're probably not Icelandic 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! Christine 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. (Please note- we had some technical issues with the recording of this episode, so apologies for the poor sound quality!

Sep 2019

22 min 40 sec

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. If you have any follow up questions for our questions, tweet them! Cat is on @cat_dutton1 and you can find Ruth at @Ruthoakey

Jun 2019

19 min 23 sec

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. We really enjoyed the chance to sit down with Sakina, and we know you’ll enjoy it too. The book recommended by Sakina is "Artifical Intelligence for marketers" by Jim Sterne. Pick up a copy at https://www.amazon.co.uk/Artificial-Intelligence-Marketing-Practical-Applications/dp/1119406331 If you’d like to keep up with Sakina, you can find her on social media, obviously. Twitter: https://twitter.com/Sakina_Najmi Linkedin: https://www.linkedin.com/in/sakina-najmi-555b1115

Mar 2019

18 min 8 sec

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.

Feb 2019

38 min 30 sec

Next week will see the very first episode of the B2B Marketing podcast. Molly and Adam take a couple of minutes from their busy schedules* to let you know what's in store, both next week and beyond.

Feb 2019

2 min 34 sec