B2B Marketing Podcast

In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing, spoke with Robert Norum, ABM & Demand Strategy Expert, Propolis, to talk about some ABM trends and patterns this year. And with our 2024 B2B Marketing Awards on the horizon, we fed every submission for our ‘Best use of ABM’ category through secure AI technology. And the results? Robert and Dave discuss everything from why thought leadership and ABM go hand-in-hand to whether or not intent data is a must-have in your ABM programs. Plus - are digital transformation, sustainability the future of ABM? The duo reveal all in this week’s episode. The two also talk about the most-used types of ABM and incorporate Robert’s ABM models into the conversation, which if you’re feeling especially inspired after this episode, we recommend checking them out: https://www.b2bmarketing.net/reports/how-to-develop-a-scalable-1many-abm-strategy/ https://www.b2bmarketing.net/reports/master-11-account-based-marketing/ https://www.b2bmarketing.net/reports/unlock-1few-abm-success-through-proven-strategy/

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with a handful of marketing leaders about the challenges with both recruitment and retention in B2B marketing. This episode in association with Hello Kindred features Sarah Thomas, Group Chief Marketing Officer, EVP, Capgemini; Roland Glass, Chief Commercial Officer, Hello Kindred; and Nick Burbidge, Managing Director, 368. They delve into everything from the challenges that exist in the B2B industry to how to encourage your employees’ growth and traits to look for in potential candidates. In addition, the trio also cite some excellent examples from their own leadership experiences including one top tip for refueling on your creativity.

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Rachel Exton, VP of Global Marketing at Pearson English Language Learning. Rachel chats through the recent transformation she led within the marketing organisation, explaining the steps she went through, as well the core things all B2B marketers should keep in mind.

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Michael Ruby and Greg Cavaluzzo from Park & Battery to discuss their Gold win at the 2024 B2B Marketing Elevation Awards for ‘Best use of content’. The trio discuss everything from how music therapy can impact one’s mental health to how they were able to obtain significant media placements pro bono and much more. And if that wasn’t enough, Michael and Greg share the key learnings from the campaign and some advice for those entering award season. Speaking of awards, the B2B Marketing Awards is fast approaching - if you’d like to attend, feel free to check out our website and enquire for more details: https://events.b2bmarketing.net/b2bawards/ceremonyandtables

How do you build a B2B growth services business from scratch? That was the key question that we wanted to ask Craig Dempster, the founding CEO of Trilliad, which has announced its arrival with a clutch of acquisitions (including 2023 Global B2B Agency of the Year Just Global) and the promise of more to follow. We interviewed Craig for the latest episode of the B2B Marketing Podcast, where we discussed the significance of Trilliad’s strategy to build a services business that could deliver against the entire B2B growth agenda – meaning encompassing services for sales and customer success as well as marketing. We also asked him about what tempted him back out of retirement following the sale of Merkle, where he had been CEO, as well as the secret to a great acquisition.

In this week’s episode of the B2B Marketing Podcast, Paul Collier, Fractional CMO and Business Development Consultant at FunnelFuel sat down with Kavita Singh, Senior Content Editor, B2B Marketing, to talk about their newest report: Future-ready: How to adapt to fading cookies: https://www.b2bmarketing.net/reports/future-ready-how-to-adapt-to-fading-cookies/ As B2B marketers face a huge shift away from cookies, the report highlights some insights to help navigate the transition seamlessly. In our podcast, the duo talk about everything from the impact of Google delaying third party cookies indefinitely to some of the surprising stats from the report. Plus find out why Paul wants listeners to think beyond cookies and more towards the digital advertising landscape as a whole. If you like this episode, we encourage you to check out the full report, which is free to download. In addition, you can listen to Part 1 of this two-part podcast: https://www.b2bmarketing.net/podcasts/why-ignorance-is-not-bliss-when-it-comes-to-the-deprecation-of-third-party-cookies/

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Ross Howard, Product Marketing Director, Inbox Insight. The two chat about the research Inbox Insight presented at our Propolis Leader’s Forum this year. They chatted about some of the biggest misconceptions when it comes to purchasing decisions, what content channels buyers are utilising, as well as the importance of trust - and how to cultivate this from a brand perspective over a long period of time. Plus, if you love a stat, Ross is chock-full of some surprising ones - if you want to learn more, you can also check out Inbox Insight’s research here: https://www.inboxinsight.com/b2b-tech-buyer-behavior-stats/

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Alison Dodd, Chief Strategy Officer, Revere and Chris Scott, Chief Digital Officer, Revere. The three delve into how buying behaviors have changed and what the new process looks like today. Plus, Alison and Chris give sage advice on how to handle the start and stop for a potential buyer, as well as some top tips for navigating the new buying journey from a brand perspective. If you like this episode from Revere, you should check out our previous episode with Chris about AI innovation and creativity here: https://www.b2bmarketing.net/podcasts/how-to-strike-the-perfect-balance-of-human-value-and-ai-innovation/.

In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with Gabie Boko, the CMO of intelligent data infrastructure company, NetApp. Gabie is a passionate advocate for: the evolution of the CMO in response to changing corporate responsibilities; the importance of marketing agility; the opportunity to use AI to improve CX and sustainability, and much more. Joel and Gabie chat through what gets her motivated as a CMO, the levers she’s pulling to drive commercial success, and how she’s differentiating NetApp in a market full of big players. In addition to this, Gabie chats through her approach to using AI, as well as how she’s managing to lead marketing as a strategic function, when in the midst of a transformation.