B2B Marketing Podcast

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-generative-and-agentic-ai-is-the-new-paradigm-for-content-strategy/

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 the market conditions, then the Forum is a must. Listeners of the podcast can save 20% on their ticket by using the discount code PODCAST at checkout. You can find out more and book here: www.europeanabmforum.com

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 this report in the meantime: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/

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 ‘Global B2B Agency of the Year’ win for the second year running, before diving deeper into some of the more thought-provoking themes emerging from the awards. In particular, Jon explores how concepts like content dysmorphia and thought theatre are influencing both creative strategy and how brands show up in-market (ideas first unpacked in a previous episode with Differentiated). If you’re curious about the other award-winning campaigns highlighted at our 2025 awards, check out our Winners Report here: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/

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 the report then this episode is a must-listen.