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B2B Marketing Podcast
21 minutes | Jun 18, 2021
Episode 27: How to cultivate a brand during adversity with Grant Thornton’s Lucy Canning
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
62 minutes | Jun 4, 2021
Episode 26: Four key marketing skills to drive buying decisions with Corporate Visions Leslie Talbot
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
45 minutes | May 21, 2021
Episode 25: Addressing customer success with Barbara Stewart, Propolis Hive Expert in CX
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
23 minutes | May 14, 2021
Episode 24: Implementing marketing operations with Karla Wentworth, Propolis Hive Expert
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
21 minutes | May 7, 2021
Episode 23: Discussing TMP's most recent investment with Matt Harper, CEO, The Marketing Practice
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
59 minutes | Apr 23, 2021
Episode 22: The future of digital communities with Susanna Kempe, Ashley Friedlein & Zoe Merchant
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®Tag=&V2=false&sourcepage=register For more webinars, check out our programme here: https://www.b2bmarketing.net/en-gb/webinar-programme
59 minutes | Apr 16, 2021
Episode 21: Enabling the future of sales with Gabriela Warren, Tim Hughes & Barry Richards
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
17 minutes | Apr 12, 2021
Episode 20: Defining growth marketing with Scott Vaughan, Integrate’s chief growth officer
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
33 minutes | Apr 1, 2021
Episode 19: How to build an award-winning team with PwC's Maria Jennings
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.
37 minutes | Mar 26, 2021
Episode 18: The future of B2B agencies in 2021 with Chairman at Stein IAS & MSQ Tom Stein
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
12 minutes | Mar 25, 2021
Episode 17: Diving into M&S Corporate Gifts' 'unforgettable' campaign with Kristina Haddrell
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
11 minutes | Mar 25, 2021
Episode 14: Inside Kettyle Irish Foods' award-winning B2B campaign with Charlie Nicholson
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
54 minutes | Mar 19, 2021
Episode 16: Why now’s the time for Marketing Ops w/ Holly Gage, Simon Daniels and Andrea Worobel
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.
24 minutes | Feb 26, 2021
Episode 15: Discussing Publicis's acquisition of Octopus Group with Jon Lonsdale
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
22 minutes | Feb 19, 2021
Episode 14: Inside two award-winning B2B campaigns with Charlie Nicholson and Kristina Haddrell
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.
34 minutes | Oct 20, 2020
Episode 13: Navigating an ABM Journey with Kate Owen of Capita
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!
33 minutes | Oct 15, 2020
Episode 12: ABM with Mark Larwood of O2
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.
31 minutes | Jul 28, 2020
Episode 11: Global content marketing with Scott Stockwell, editor-in-chief, IBM
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.
37 minutes | Jul 7, 2020
Episode 10 - Customer sentiment in the age of Covid19, with Shane Redding, B2B trainer & consultant
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.
34 minutes | Jul 2, 2020
Episode 9 - The power of saying no with Jada Balster, VP of marketing, Workfront
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.
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