B2B Marketing Podcast

In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing, sits down with Scott Leatherman, the newly appointed CMO of Aviatrix, to explore his career journey and unpack some of the most pressing topics in B2B marketing today. Scott shares his early experiences in Silicon Valley’s startup scene and how they shaped his path to becoming a CMO. He also dives into his first strategic moves in the role - strengthening the marketing team and partnering with agencies, Clear Digital and Global Results Communications. Beyond his professional journey, Scott discusses the critical importance of cross-functional alignment, particularly with sales and the Chief Revenue Officer. The conversation also explores how large language models (LLMs) are empowering marketers to meet the growing demand for content and where AI is headed next.

In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Ben Lee, Head of Data & AI, Bidwells ahead of his upcoming sessions at B2B Ignite 2025. Ben shares his journey into the world of AI—starting with tools like Jasper—and how he’s gone on to integrate AI into his work at Bidwells, even taking home the Gold for ‘Best Use of AI’ at our 2023 B2B Marketing Awards. And if you haven’t jumped on the AI bandwagon yet, Ben offers insights into how AI can empower your marketing efforts—from content creation and personalization to aligning strategies with business outcomes. He also dives into the issues of AI risks and regulation, helping marketers adopt a more balanced approach to technology. If you want to hear more from Ben, he is appearing not once but twice at B2B Ignite this year on 2 July! He’ll be presenting on how to transform professional services with systems thinking and AI – plus, he’ll be debating on the side of AI at The Great AI Debate! For B2B marketers wanting to stay relevant and ahead of the curve in the age of AI, B2B Ignite is a must-attend – and the good news is, there are still tickets remaining. You can find out more and book here: https://events.b2bmarketing.net/b2bignite2025/home

What is agentic AI? And why is it important? In this week’s episode of the B2B Marketing Podcast, we spoke to Hut 3 about the very topic and how it can be implemented in the various ABM stages. We’re joined by Darryl Merkli, Head of AI Studio & Services, Hut 3 and Andy Johnson, Founder and Director, Hut 3. The trio discuss everything from how Hut 3 built their own agentic AI workflows to striking the balance between the human touch and AI technology. Plus, if you want to find out Hut 3’s top tips when it comes to AI data privacy, stay tuned until the very end. If you’d like to learn more, we recommend checking out our Martech Vendor Spotlight Reports on ABM and AI here: https://www.b2bmarketing.net/reports/b2b-ai-marketing-tools-2025/ https://www.b2bmarketing.net/reports/martech-vendor-spotlight-report-2025-for-abm/

In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, spoke with Khalid Aziz, Marketing Director B2B, Canon, UK & Ireland. Khalid discusses his journey with Canon while highlighting the company's diverse product portfolio. In addition, he also touches on the impact of hybrid working on Canon's sales strategy, emphasizing digital workflow solutions and cybersecurity measures. Plus, he shares why collaboration across departments can lead to business growth and profitability. If you’re looking to shift your mindset around commercial success, we highly recommend checking out our Propolis Strategy Pack on Commercial Marketing here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/

In this week’s episode of the B2B Marketing Podcast, David Rowlands, Head of Product, sat down with Sarah Roberts, Group CMO, Boldyn Networks to discuss her rebranding strategy over the past two years. She discussed how the company was able to emphasize authenticity to align with the company's culture and purpose; thus, delivering a 40% increase in brand score and an 8% rise in website traffic in the first year, along with improved lead generation and digital strategy success. In addition, the two talked about how the relationship between the CPO and CMO is extremely crucial for maintaining consistency in how the company represents itself. Plus, if you want a throwback to our previous episode with Sarah when the rebrand just happened, you can listen to the episode here: https://www.b2bmarketing.net/podcasts/how-to-nail-your-rebrand-with-boldyn-networks-sarah-roberts/

In this week’s episode of the podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke to Omne about fast-moving consumer goods (FMCGs) from a B2B perspective. Joining her was Anna Massey, Strategy Director, Omne and Scott Sinfield, Creative Strategist, Omne who both discussed how and why B2B has made its way into big FMCGs. They also talk about how brand loyalty differs from B2B vs B2C, why the FMCG space is getting smarter in terms of being data-driven, as well as the strategic changes brands need to consider. Plus, if you want to find out what’s next for big FMCGs, we recommend staying tuned until the very end. Want to check out previous episodes with Omne? Check out these links below: https://www.b2bmarketing.net/podcasts/omne-agency/ https://www.b2bmarketing.net/podcasts/how-to-create-an-award-winning-purpose-led-marketing-campaign/

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Iris Meijer, Chief Marketing & Product Officer at Verizon. David and Iris talk about the importance of becoming a commercial marketer, and why the relationship with your product team is absolutely critical. Iris also talks through how she approaches rolling out AI at Verizon, without losing that human-to-human, emotional connection that is so important for building real connections and trust with your audience. If you’d like to learn more about how you can become a commercial marketer, just head here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Monica Kumar, EVP and CMO of Extreme Networks - a leader in cloud networking. Monica talks through her engineering background, and how she moved her way up from the factory floor all the way to leadership in the boardroom. They talk through how marketing has evolved over the past five years and the need for marketers to put stories at the heart of everything they do. If you’d like to check out our ‘Commercial Marketer Strategy Pack’ discussed on this episode, you can find this here: https://www.b2bmarketing.net/propolis/commercial-marketer-strategy-pack-access/

In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing spoke with the Omne team about their growth over the past few years as well as its placement in our most recent benchmarking report. We’re joined by Michael Gividen, CEO, Omne; Rebecca Lewis-Stanton, Director of Client Growth, Omne; and Chris Davies, Managing Director, Omne. In our 2025 UK Agencies Benchmarking Report, Omne landed in the top 10 agencies with the highest gross income - and off the back of such an achievement, we wanted to chat with them to find out the secrets to their success. We chatted to the team about everything from the key to collaborating with clients and building a relationship with them to why your marketing team needs to be prioritizing a commercial strategy and much more. Plus, if you want to find out what’s next for this award-winning agency, we highly recommend listening to this episode. Check out the full UK Agencies Benchmarking Report here: https://www.b2bmarketing.net/reports/top-marketing-agencies-uk-2025/