B2B Marketing Podcast

Dive into the latest episode of the B2B Marketing podcast, where David Rowlands, Head of Content, B2B Marketing, engages in a captivating conversation with Brian Macreadie, Head of Marketing, Addleshaw Goddard. Discover the secrets behind Addleshaw Goddard's recent B2B Marketing Awards success, winning gold for 'Best Demand or Lead Generation Campaign' and 'Best Use of Creative'. Get ready for a dynamic discussion on the power of client empathy, the art of creativity, and the strategic role of market research in shaping winning B2B marketing campaigns. Tune in for insights, inspiration, and a touch of the unexpected in the world of B2B marketing! Learn more about the awards: https://b2bmarketing.net/archive/who-won-at-the-b2b-marketing-awards-2023-check-out-the-full-list-of-winners-here/

In this week’s episode of the podcast, David Rowlands, Head of Content, B2B Marketing sat down with Michelle McCann, CMO, Author, Speaker, to discuss how to build and retain high performing marketing teams. They talk about everything from what makes a good CMO to how to work with your CEO to the key to unlocking your team’s potential. They also talk about how to use 'radical candor' when it comes to feedback and why creating realistic targets is so essential in B2B. David and Michelle also touched upon the findings from the 2023 Leaders Forum, which you can find here: https://b2bmarketing.net/feature-post-b2b-insights/leaders-forum-2023-findings/ In addition, if you’d like to learn more about our community hub, check out Propolis to gain expert advice, access to our Community Index and all the latest in B2B marketing: https://propolis.b2bmarketing.net

At the 2023 B2B Marketing Awards, Sarah Sutton, CMO, Send Technologies and Ryan Almond, Global ABX Director, Henkel, were both awarded ‘B2B marketer of the year’ as joint winners. In this week’s podcast, David Rowlands, Head of Content, B2B Marketing, sat down with Sarah to discuss her big win. She shared how she got started in B2B, her philosophy as a CMO, how to build a collaborative relationship with sales, and how to approach failures in your career. In addition, she also talked about her journey with Send Technology while delving into how she was able to scoop up the award for 'B2B marketer of the year' with Send Technology's ‘Love Underwriting’ campaign which generated millions in revenue. To hear from another ‘B2B marketer of the year’, check out Ryan’s podcast to learn about his thoughts on ABX: https://b2bmarketing.net/latest-podcast/the-evolution-of-abm-with-global-abx-director-henkel-ryan-almond/ Want more? You can see Sarah and Ryan’s full case studies on Propolis, our community hub of experts and insights for all the latest in B2B marketing here: https://propolis.b2bmarketing.net/

Since 2020, there’s been a clear shift in working behaviours from going completely remote to adapting to a hybrid style and heading back to the office on a regular basis. In this week’s episode, Head of Content David Rowlands is joined by Co-founders of The Inspired Marketing Group, David Coghlan and Richard Johnson. They dive into the definition of a flexible work environment, how it’s being showcased in 2023 and why more than ever employees are asking for exactly what they want during the hiring process. With more employers asking staff back into the office, the trio also discuss the benefits of being in a collaborative workspace and how to get the younger generation to grow as leaders in the future.

Influencer marketing can be a foreign concept in the world of B2B. In this week’s episode of The B2B Marketing Podcast, Head of Content David Rowlands sat down with Global Head of Influence at Ogilvy, Rahul Titus to discuss how B2B brands are utilising influencer marketing from a business to human perspective. They talk about the potential challenges of working with influencers, from finding the right people to represent your brand to checking their social media background and the risk factors that come into play. Rahul also suggests using employee advocacy to your advantage but in the right way; after all – who better to talk about your brand than the people working for your brand? Stay tuned and find out how to measure influencer marketing, what KPIs to set and much more.

In this latest episode of The B2B Marketing Podcast, Head of Content David Rowlands sat down with Global ABX Director of Henkel Ryan Almond to discuss the evolution of ABM and if there is a fundamental difference between ABM and ABX. They also delve into everything from how AI is seeping into ABM from a content and analytics perspective to where sales is going with its relationship to marketing. Plus, Ryan shares the key attributes to the ideal ABMer. If you want to hear more about the ABM journey at Henkel, check Ryan’s session at the B2B Marketing Global ABM Conference and book your tickets here: https://b2bmarketing.swoogo.com/abmglobalconference

In this episode of The B2B Marketing Podcast, Editor-in-Chief and Co-Founder of B2B Marketing, Joel Harrison, spoke with Virginia Alvarez, Head of Insight and Effectiveness EMEA at Wunderman Thompson Data about the agency's notion of ‘inspiration’ as something quantifiable, and which brings significant value to a brand. They also discuss Wunderman Thompson’s recent list of 100 of the world’s most inspirational B2B brands.

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Doug Bewsher to discuss his background as the former CMO of Salesforce and Skype, as well as his thoughts on how AI could change the marketing game. Doug discusses the current excitement around AI, the impact it will have on building strong brands, and much more.

Making your technology company stand out isn’t always easy, especially when there’s just so many competitors out there. So, how can you make your brand stand out and, at the same time, put your team in the spotlight? For Ewa Johnson, Marketing Director at Ultima, their recent rebrand achieved both. In this episode of The B2B Marketing Podcast, Ewa explained her thinking behind Ultima’s rebrand, and the success it’s seen to date. Learn more about Ultimate here: www.ultima.com

AI, the metaverse… it feels like marketers have an ever growing (and confusing) suite of toys at their disposal to create amazing marketing campaigns in 2023. However, marketing agency Bader Rutter have proven to the world that the key ingredients for a successful campaign are the same as they always were: authenticity and creativity. Their campaign ‘Direct Positive’ recently won Gold for ‘Best purpose-led initiative’ at the B2B Marketing Elevation Awards 2023 in Chicago. So, how did they do it? By creating a 20-minute film using tintype technology for their client, TEMPO. The result? A heartfelt film heralded by a number of film festivals, and which led to tangible business results for the client. In this episode, Sarah Kmet-Hunt, Executive Creative Director, Bader Rutter, tells all.

Why is thought leadership one of my most important weapons during an economic crisis? What does good quality look like? How can I measure its impact? Does it have to belong in the c-suite? Lucy Gillman, Deputy Editor, put all these questions and more to Andrew Mildren, Managing Director, Edelman Business Marketing EMEA. The pair unpack Edelman and LinkedIn’s recent study, The B2B Thought Leadership Impact Report, to uncover the current state of thought leadership in B2B. They dive into how thought leadership can impact changing decision-makers behaviour, where we’re getting it wrong and why less is more. Click here to read the full report: https://www.edelman.co.uk/2022-linkedin-edelman-b2b-thought-leadership-impact-report

Barney O’Kelly, Head of Digital Marketing at AlixPartners, sits down with Head of Content David Rowlands for a deep dive into the world of professional services. The pair unpack the constant requirement of legitimising marketing from proving its value in an ‘over-metricated’ world to sparking excitement and buzz internally. They also touch on setting aside the rational for the emotional, what to zero on when looking for people, and why everything boils down to being a really good marketer. To find out more insight from influential professional services marketers, check out the Trendsetters and Trailblazers report. You’ll unlock a full psychometric analysis of what drives them, what their strengths are, and what has shaped them as leaders. Click here: https://www.b2bmarketing.net/guides/trendsetters-and-trailblazers-2023/

How can you become more agile as a business? Protect your team from burnout? Overcome fear to do more? And do it all without breaking the bank? Quiet hiring. Inspired Marketing Group’s Richard Johnson and Dave Coghlan join Lucy Gillman, Deputy Editor, to challenge the traditional Monday-Friday, 9-5 approach. They dive into how quiet hiring can take your business from run-of-the-mill to rocketship and why it’s time to think outside the norm. To find out more about the Inspired Marketing Group and quiet hiring, click here: https://www.theimgroup.co.uk/

Transmission’s CEO and Founder, Chris Bagnall, joins our very own Joel Harrison to unpack the relationship between CMOs and CFOs and recap the recent Cannes Lions festival. The pair dive into Transmission’s recent research, Closing the CMO-CFO brand value gap in B2B, to explore divided opinions on brand, the alignment issue, and why CFOs aren’t the ‘bad guy’ they’re painted to be. To find out more about the study, click here: https://b2b-marketing.transmissionagency.com/b2b-brand-cmo-cfo-report

In this latest episode of The B2B Marketing Podcast, David Rowlands sat down with marketing consultant Jade Tambini (AKA B2BJade on TikTok) to discuss what Jade calls ‘the marketing gap’ and how to close this - the lack of communication and strategy from directors and the board, which leads to junior and mid-level marketers running around and trying to pick up the pieces. Jade also talks David through the changing buyer, and what this means for modern B2B marketers, as well as why TikTok might not be worth your time until you’ve got the basics down first. If you want to hear more from B2BJade, check out her TikTok here: https://www.tiktok.com/@b2bjade?lang=en

CMO Sarah Roberts joins David Rowlands, Head of Content, for a journey into the world of rebranding. She walks through Boldyn Network’s recent refresh and what you can learn from their success, be it thinking about the past and the future, or the significance of cross-company collaboration and employee engagement. She also touches on the beginning steps you need to take, how to find your purpose (spoiler alert: it isn’t what everyone else is doing) and why launching your rebrand is only the start of the hard work.

The countdown to Ignite London has begun! With just a few days to go until the biggest B2B event of the year, CogniClick’s CRO and Co-Founder, Helen Kensett, for an exclusive look at her roundtable on unblocking the funnel. Hosted by David Rowlands, Helen explores why indecisiveness is blocking leads and how to overcome that, the type of content that pushes your customers down the funnel, why existing customers are just as important as new ones, and much more. Join Helen at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions. Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon/tickets

We’re just a week to go until the biggest B2B marketing event of the year, Ignite London. Jake Potter, Head of Social Media at Colt Technology Services and Pride in London, joins the lineup of B2B innovators and game changers speaking this year. In the run up to his session, he sits down with Head of Content David Rowlands for a deep dive into all things social media. They explore nailing TikTok as a channel, why it’s time to forget ‘business-to-business’ and think about your people, showing more of your personality online, and why Pride isn’t just the 30 days of June. Join Jake at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions. Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon/tickets?i=JN26Ld63LCqSniTkrRIFnrraADmQLg5T

In an environment where the decision-making process is 350 days long, it’s more important than ever to get to grips with what your buyers actually care about. And that’s precisely what we uncover on this episode with Merkle B2B’s UK CEO, Rob Gold. He joins Deputy Editor, Lucy Gillman, for a deep dive into their research, The Superpowers Index – a survey of 3,622 B2B buyers to unearth the decision-drivers that are business critical. The pair discuss the significance of safety, why price isn’t all that, and if you want to reach your audience of tomorrow you can’t just meet expectations, but surpass them. Want to learn more from Merkle on how to win the c-suite of tomorrow? Join us at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions. Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: events.b2bmarketing.net/ignitelondon

Forget what you (think you) know about the funnel. For Antonia Wade, Global CMO at PwC, it’s time to throw ‘tradition’ out the window and transform the B2B buyer journey. In just two weeks she’ll be lifting the lid on how to revamp your relationship with customers at Ignite London – the biggest B2B marketing event of the year. She joins David Rowlands, Head of Content, for a taste of her session where she’ll be taking a deep dive into her latest book, Transforming the B2B Buyer Journey, and unveiling how to win big. The pair also explore how to prove the value of marketing, the issue around sales and marketing alignment, why precision matters, and much more. Join Antonia at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions. Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: events.b2bmarketing.net/ignitelondon/tickets

Catherine de la Poer, Performance Expert at The Achieve Institute and Ignite London strategy & leadership speaker, is asking the question on everyone’s mind: what experiences can you create to maximise productivity and performance? Catherine sits down with David Rowlands, Head of Content at B2B Marketing, for an exclusive look into her Ignite London session on elevating and scaling performance. The pair discuss how to define performance, why leaders learning to manage their emotions is the biggest opportunity for organisations, and the importance of embedding a learning culture. Want to unlock the full secrets to success? Join Catherine at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions. Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon/tickets

If anyone knows how to create a stellar community, it’s Charles Thiede. The Co-Founder and CEO of community SaaS platform, Zapnito, joins B2B Marketing’s Deputy Editor, Lucy Gillman, to reveal all the secrets to success. They discuss why success starts with your values and people, how to nail advocacy, why a successful community is an ever-evolving one, and what the future tech landscape means for B2B marketers. Want to see first hand what a successful community looks like? Check out Propolis – the global community intelligence platform where B2B marketers come together to access intelligence, connect with independent experts and peers for bespoke support, and unlock actionable content and resources to help them develop and succeed. Take your marketing to the next level here: https://www.b2bmarketing.net/propolis/

Ignite London is the biggest B2B marketing event of the year, where the industry comes together to keep ahead of the curve and get inspired by B2B innovators and game changers. In the run up to the event, Deloitte Digital’s Chief Disruptor Ed Greig joins David Rowlands, Head of Content, for an exclusive preview of his session. He discusses why AI isn’t a magic bullet (you can’t be given Usain Bolt’s shoes and expect to run as well, right?), getting to the ‘oh sh*t’ moment, why collaboration is key and how to fall in love with the problem, not the solution. Join Ed at Ignite London on 29-30 June and get the practical knowledge you need to drive greater results across every element of your marketing strategy. You'll find actionable solutions to your biggest pain-points across two days of panel discussions, networking, interactive workshops, roundtables and training sessions. Book now with exclusive discount code PODCAST to get 20% off your one or two day pass: https://events.b2bmarketing.net/ignitelondon

Sharing is caring, sales and marketing. We all know we should be doing more to better understand our customers, market, and competitors. But you’re not making full use of that knowledge if you don’t share this across your entire organisation. On this week’s ep, we’re taking a deep dive into democratising intelligence with Just Global’s VP Strategy, Jacob Golding. Hosted by Lucy Gillman, Deputy Editor at B2B Marketing, this episode will walk you through everything you need to know, from the benefits and the steps to implement it, to what reporting looks like and how things change on a global scale.

Want to take your company to the next level but don’t know where to start? Never fear – Realm B2B’s Izzie Rivers joins David Rowlands, Head of Content at B2B Marketing, to unveil all. The pair discuss why restrictions power creativity, the importance of hiring from within, and, perhaps most importantly, the five macro strategies currently being deployed by forward-thinking companies. To download your definitive guide to the UK agency landscape, make sure you check out the UK Agencies Benchmarking Report here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-uk-agencies-benchmarking-report-2023?&utm_source=editorial&utm_medium=cta&utm_campaign=uk_abmr&utm_term=episode_104:_becoming_a_forward-thinking_company_with_izzie_rivers And if you’re State-side, stay tuned for the US publication!

If you really want to thrive as an organisation, you need to know how to measure the success of all of your combined marketing efforts and share these insights across the entire organisation. If you can’t, you’re operating blindly, and aren’t seeing the full picture of your hard work. Just Global’s Emilie Lee, EVP global analytics, and Ritesh Patel, director of analytics, join B2B Marketing’s Lucy Gillman for the who, what and why of an integrated measurement strategy. They discuss how to start with goals, the importance of building trust and clarity, getting your team singing off the same hymn sheet and unlocking inspirational insights.

Out with the old and in with the new! For ANNUITAS’ Adam Needles and Martin Schneider, it’s time to rethink your go-to-market strategy. They join Ignite USA Co-Host, Katie Martell, to explain how you can take the next big step through a Converged Growth Lens. In this episode, they explore why sales and marketing alignment might actually be unattainable, the Balkanization of customer data, and much, much more. To find out more about taking your GTM strategy to the next level, make sure you attend Adam and Martin’s session at Ignite USA on May 23-24 in Chicago. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_102:_how_to_transform_your_go-to-market_strategy Ignite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.

In the run up to Ignite USA, Gravity Global’s Global Brand Insights Director, Steve Cheliotis, joins co-host Katie Martell for a sneak peak into their keynote session on driving sustained growth. The pair discuss what Gravity’s Fame, Admiration and Belief (F.A.B.) means for you, how to be strategy-led but data-informed, setting aside the ‘convenient’ marketing and how to adopt an always on approach for maximum momentum. To find out more insights from industry leaders, make sure you secure your spot at Ignite USA on May 23-24 in Chicago. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=podcast&utm_term=episode_101:_driving_sustained_growth_with_steve_cheliotis Ignite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.

We’re celebrating two milestones at B2B Marketing – our 100th episode and two decades in business this year. And who better to mark the occasion than our very own Joel Harrison, Editor-in-Chief and Co-Founder, and Richard O’Connor, CEO. The pair take stock of how we and the wider industry have changed since the early noughties. They look at how to take a business from a magazine to the go-to community intelligence platform and why Propolis is the culmination of 20 years of hard work and know-how. To find out more about Propolis and the mine of exclusive content, click here: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_100:_celebrating_20_years_of_b2b_marketing If you haven’t already, make sure you secure your spot to Ignite London – the biggest event on all things B2B. Over two days you’ll be inspired by B2B pioneers and game changers through workshops, roundtables, training courses and more. Grab your spot here: https://events.b2bmarketing.net/ignitelondon?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_london&utm_term=episode_100:_celebrating_20_years_of_b2b_marketing

How can you tell stories that actually matter? That resonate with your audience? Avery Dennison’s VP Marketing joins David Rowlands, Head of Content at B2B Marketing, to lift the lid on all. They discuss the power in taking risks and going rogue, why constraints birth creativity, why it’s not all about you, and how to find your own story. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_99:_telling_powerful_stories_with_rana_sidahmed Ignite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.

Influencers. No, it’s not all ‘use my discount code’, get ready with me, daily vlogs, trying out the latest viral hack or jumping on TikTok trends. For Ashley Zeckman, influencers can take your marketing efforts to the next level – without breaking the bank. She joins Katie Martell, co-host at Ignite USA, to unpack why you need to get serious about influencer marketing. They discuss what getting it right (and wrong) looks like, how to bring influencers into the mix, and much more. To find out more about influencer marketing, Ashley will be speaking at Ignite USA on May 23-24 in Chicago. Podcast listeners can save 20% on Ignite USA 2023 tickets by using discount code PODCAST at checkout here: https://events.b2bmarketing.net/igniteusa/tickets?&utm_source=editorial&utm_medium=cta&utm_campaign=ignite_usa&utm_term=episode_98:_making_the_case_for_influencer_marketing_with_ashley_zeckman Ignite USA is where the B2B marketing industry comes together to connect and be inspired by B2B pioneers and game changers. Join us for two days of inspirational talks, interactive workshops and roundtables to discuss your pain points and challenges in depth and help move your marketing forward to new frontiers.

What does the transition from big to small company look like? How can you successfully manage with less budget and resource? How can you measure your marketing activities? Can you even measure brand? David Rowlands, Head of Content at B2B Marketing, puts all these questions and more to Dan O’Hara, Marketing Director at DEMICA as they explore his journey there. They tackle creating ‘stop the scroll’ worthy content, how to tie your hard work back to revenue, translating your brand purpose to your audience, and much more. Want to attend the most prestigious night in B2B and get your work in front of the entire industry? Make sure you check out the B2B Marketing Awards. Hurry, submissions close on 16th June: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=cta&utm_campaign=awards&utm_term=episode_97:_how_to_build_your_dream_function_from_the_ground_up_with_dan_o%E2%80%99hara

Set aside the fruit bowls, the morning yoga, and bring your dog to work schemes. If you really want to create an attractive workplace and keep your staff, you need to have the systems and structures in place to foster belonging. DDS Dobson-Smith, Chief People Officer at Just Global, and Lucy Gillman, Deputy Editor at B2B Marketing, take a deep dive into how you can do just that. They discuss the ‘Great Realisation’ during Covid, why diversity and inclusion are pillars of belonging, the importance of having leaders worth following, surviving high school, and why we could always use a bit more kindness at work. To find out more about You Can Be Yourself Here, click here: https://www.amazon.co.uk/You-Can-Yourself-Here-Workplaces/dp/1544526547 And for Leadership is a Behaviour Not a Title, click here: https://www.amazon.co.uk/Leadership-Behavior-Not-Title-Following-ebook/dp/B0BDJ6N4Q6

Measure it, manage it, get buy-in for it. For guests Tatiza Gondim, head of marketing at Clear Junction, and Gabrielle Dunbar, associate director at Champion Communications, if you don’t have a solid strategy to evaluate your PR efforts, you’re wasting your hard work. They join Lucy Gillman, deputy editor at B2B Marketing, for a deep dive into how you can measure PR. The trio explore the importance of a goal-centric approach, why getting your team on the same page starts with listening and understanding, why the metrics you’re using may not be working, and how to paint a holistic picture of how your PR efforts are performing. 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_95:_a_deep_dive_into_measuring_pr_with_champion_communications And make sure you check out all our other episodes on PR in B2B with Champion!

Covid-19, the cost of living crisis, budget cuts, instability in the geopolitical landscape. The list of challenges we face at home and at work goes on, and on, and on. Let’s face it, we’re tired. And we need some guidance on how to navigate these ever-changing challenges from the best in class. That’s precisely what we’re discussing with Cara O’Nions, global marketing and communications director at Euromonitor International. She joins David Rowlands, head of content at B2B Marketing, to discuss all, from how to move away from being seen as a cost-centre to a growth-driver and demonstrating the value of marketing to the board, to getting buy-in for brand and forging a durable name for yourself as an organisation. To find out more about recalibrating marketing sales to drive success in a challenging economy, check out our mine of technical content on Propolis – B2B Marketing’s exclusive community intelligence platform: https://www.b2bmarketing.net/en-gb/propolis-homepage?&utm_source=editorial&utm_medium=cta&utm_campaign=propolis&utm_term=episode_93

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.com/en/insights/apex-group-celebrates-success-of-women-s-accelerator-program-with-launch-of-external-network/

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_88:_the_%E2%80%98brave_new_world%E2%80%99_of_ai_with_paul_roetzer

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-based_strategies_more_effective_with_jon_russo

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/b2bmarketingpod/episode-81-why-pr-is-your-next-business-driver-with-champion-communications?si=af5c09a8ece847cd980b4fdc1ab321a7&utm_source=clipboard&utm_medium=text&utm_campaign=social_sharing?&utm_source=editorial&utm_medium=link&utm_campaign=podcast&utm_term=episode_81 Using PR to generate long-term growth: https://soundcloud.com/b2bmarketingpod/episode-83-using-pr-to-generate-long-term-growth-with-champion-communications?si=6b49d311e71f4c1580b434f91a55b842&utm_source=clipboard&utm_medium=text&utm_campaign=social_sharing?&utm_source=editorial&utm_medium=link&utm_campaign=podcast&utm_term=episode_83:_using_pr_to_generate_long-term_growth_with_champion_communications

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_long-term_growth_with_champion_communications And make sure you tune back into The B2B Marketing Podcast every other week as we continue our six-part series into PR in B2B!

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 got a stand-out campaign that deserves shouting about, you can find out more about the B2B Marketing Awards here: https://www.b2bawards.net/?&utm_source=editorial&utm_medium=link&utm_campaign=b2b_awards&utm_term=episode_82:_creativity,_creativity,_creativity_%E2%80%93_creating_a_stand-out_campaign_with_russ_powell

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=podcast&utm_term=episode_81 And make sure you tune back into The B2B Marketing Podcast every other week as we continue our six-part series into PR in B2B!

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&utm_term=episode_80:_becoming_b2b_marketer_of_the_year,_matt_allen

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).