PODCAST

B2B Marketing Podcast

B2B Marketing

The essential resource for B2B marketers.

business

All Episodes

00:33:14

Episode 161: Why Dassault Systémes bet big with a...

B2B Marketing Podcast ·

2024/07/25

Dassault Systémes is a €4.5b tech company that’s highly successful in multiple markets but is remarkably little known outside its core customer segments and home nation of France. In a bid to change that, VP of marketing Victoire de Margerie has embarked on an ambitious marketing program focused on its sustainability credentials – including a high-profile takeover of London’s Piccadilly Circus digital billboards (equivalent to New York’s Times Square). But in this episode of the B2B Marketing

00:34:12

Episode 160: How Ericsson is stepping into the...

B2B Marketing Podcast ·

2024/07/16

We’re all used to sharing images and video from major summer concerts and sporting events, and just expect social channels and telecoms companies to seamlessly enable that, without considering the tech and B2B brands that provide the critical infrastructure. Ericsson’s new ‘#makeitmemorable’ campaign hones in on exactly that, highlighting the critical role its tech provides in enabling cultural euphoria. Joel Harrison spoke with Sally Croft, CMO, Ericsson about this new campaign and how use of AI

00:42:13

Episode 159: Are we falling in love with martech...

B2B Marketing Podcast ·

2024/07/10

Martech is fundamental to producing great B2B marketing in 2024, but outlandish vendor claims, integration problems and functional redundancy have led to a high level of cynicism amongst many B2B marketers. But Clevertouch’s latest ‘State of Martech 2024’ report has revealed cynicism on the wane and positivity on the rise – so why are we falling in love with martech again, and what do we need to work on to keep our relationship on track? Joel Harrison met with Clevertouch CEO Adam Sharp and Rob

00:32:26

Episode 158: What we learned at B2B Ignite 2024, with...

B2B Marketing Podcast ·

2024/07/05

In this week’s episode of the podcast, Joel Harrison, Editor-in-chief, B2B Marketing spoke with Shane Redding, Propolis Strategy Expert and Scott Stockwell, Senior Brand Strategist, IBM about all things B2B Ignite 2024. Hot off the event, the trio discussed the essential takeaways from the event, from bettering your brand to how HR can support marketing and leading through crisis.Plus, they talk about some of the individual sessions such as Funnel Fuel’s session on the cookie apocalypse and Mark

00:38:59

Episode 157: How women in B2B marketing can progress...

B2B Marketing Podcast ·

2024/07/02

In the latest episode of our B2B podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Beatrice Alabaster, Podcast Host, Senior Strategist, Earnest to discuss how women in the B2B sector can advance in their careers. The duo delve into everything from how to break through the glass ceiling in a traditionally male-dominated industry and the importance of mentorship to how women can advocate for their female peers and the gender pay gap.Plus, they touch on why imposter syndrome can

00:34:00

Episode 156: All the B2B learnings from the 2024...

B2B Marketing Podcast ·

2024/06/28

The Cannes Festival has been a landmark for the advertising industry for decades, and more recently for the burgeoning adtech sector, but historically it's been irrelevant to B2B. That started to change three years ago, when Cannes Lions launched a B2B category, and LinkedIn started arranging B2B-specific activities. So how credible was Cannes 2024 as an event for B2B marketers, and B2B marketing? In this podcast Joel Harrison discusses this year’s festival with Teresa Allen of Magnus Consulting

00:25:20

Episode 155: How to efficiently use your martech to...

B2B Marketing Podcast ·

2024/06/13

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing spoke with Callum Miskell, Strategist & Intel Analyst, MOI Global about some of the findings from their latest report ‘A B2B Marketer’s Guide to Data Creativity’. The two talk about some of the most interesting stats from the report. For example, MOI revealed that even though 85% of marketers use marketing tools, only 23% of marketers are using them for growth opportunities.They talk about some

00:37:08

Episode 154: How Korn Ferry is putting podcasts at...

B2B Marketing Podcast ·

2024/06/11

In this week’s episode of the B2B Marketing Podcast, we explored how Korn Ferry has taken podcasts from an experiment to a central part of the company's marketing strategy, leveraging the journalism expertise of CMO Jill Wiltfong. We learned how Jill’s career evolved from TV news anchor, to sales trainer and finally into a corporate marketer, and how she translated her media skills to bolster Korn Ferry’s ongoing brand evolution. Find out why podcasts have become such a critical B2B channel in

00:22:30

Episode 153: Robert Norum on using the full-stack ABM...

B2B Marketing Podcast ·

2024/06/07

All too often, ABM becomes a bolt-on strategy reserved for a handful of accounts, and which doesn’t have any clear connection with broader business strategy. In this podcast episode, Robert Norum, our Propolis Expert for ABM & Demand Strategy, outlines a new vision for ABM, using his full-stack model.This model shows you how to use ABM as your entire GTM market strategy, and how to ensure you’re investing your time and resources in the most effective way possible. If you want to hear more from

00:43:46

Episode 152: Everything you wanted to know about B2B...

B2B Marketing Podcast ·

2024/06/07

Lead generation is maturing fast as a B2B marketing discipline, with new players driving higher standards of output, a more professional approach and a more customer-centric and responsible ethos. That includes the growing category of self service lead gen platforms, which enable marketers to manage their own programs as part of a more structured programmatic approach. B2B Marketing has produced the first authoritative overview of the vendors in this emerging but significant category in our

00:34:40

Episode 151: What’s driving innovation in marketing...

B2B Marketing Podcast ·

2024/05/30

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Ryan Miles, Director – International Marketing at Microsoft Advertising, to discuss the nature of marketing at one of biggest household names in the world.Ryan and David also chat through the realities of omnichannel marketing, what’s driving innovation in marketing today, and the possibilities provided by AI. If you want to hear more from Ryan, you can find him on the ‘B2B at scale’ track at B2B Ignite on 3 July for his

00:40:30

Inside Deloitte’s Olympics partnership with Annabel...

B2B Marketing Podcast ·

2024/05/23

The Olympic Games is globally recognised as the pinnacle of sporting excellence and is consequently a massive marketing opportunity for Deloitte which is a strategic partner for the games in 2024.So how is Deloitte leveraging this opportunity to maximise marketing impact, whilst at the same time conforming to the IOC’s tight rules on commercialisation and buyers’ expectations of a more nuanced, less logo-centric approach to sports sponsorship? Joel Harrison, B2B Marketing’s Editor-in-Chief, spoke

00:25:01

Episode 149: Why ignorance is NOT bliss when it comes...

B2B Marketing Podcast ·

2024/05/20

Google recently announced that they are delaying the deprecation of third party cookies for the third time in four years. In this week’s episode, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with Paul Collier, Fractional CMO, Funnel Fuel, to talk about the recent news and how digital programmatic advertising space will be impacted. They talk about everything from why marketing leaders might turn a blind eye to how data is being used to the opportunity the end of cookies provides for

00:31:59

Episode 148: Unicorns, Centaurs and PE houses....

B2B Marketing Podcast ·

2024/05/14

In this episode of The B2B Marketing Podcast, Joel Harrison, Editor-in-Chief of B2B Marketing, caught up with David Burnand, CMO of Unicorn and Centaur, Staffbase – an employee communications cloud, intranet and employee app. Joel and David discuss David’s impressive career, which spans the likes of Atos, Adobe and Siemens on the client-side, and Stein IAS on the agency-side, and what he's learned along the way. They also discuss the nature of B2B marketing in an investor-backed organisation with

00:23:39

Episode 147: How to (actually) demonstrate marketing...

B2B Marketing Podcast ·

2024/05/09

In this week’s episode of the B2B Marketing Podcast, David Rowlands Head of Product, B2B Marketing and Propolis sat down with Lynzi Ashworth, Marketing Director, Aon to discuss marketing’s impact on the overall business and more importantly - how to prove it. From understanding the growth priorities in the business to getting into a strategic mindset and showcasing your brand success, they discuss everything you need to be doing to drive revenue. You can join Lynzi at B2B Ignite on 3rd of July as

00:43:24

Episode 146: How joining the board will make you a...

B2B Marketing Podcast ·

2024/05/02

In this week’s episode of the B2B Marketing Podcast, Joel Harrison is joined by Chris Wright, Commercial and Marketing Director, BSI and Simon Rusling, Head of Marketing, Barnett Waddingham. This week’s podcast is in association with Propolis, our community and intelligence platform which gives you access to insights to make decisions, connect with experts and unlock actionable guides and content. This month, we’re talking about all things commercial marketing.The senior marketers both share how

00:30:00

Episode 145: How to accelerate growth at one of...

B2B Marketing Podcast ·

2024/04/24

In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-chief, B2B Marketing sat down with Marcio Arnecke, CMO of digital marketplace, Stenn. They talk about where Stenn’s name comes from, how the company has evolved in the last few years, as well as the brand’s ultimate growth objective. In addition, Joel brought up how growth marketing was the number one trend in our 2024 Trend Tracker despite the definition of “growth marketing” being a little unclear. They reveal what the

00:21:15

Episode 144: Shane Redding outlines why all marketers...

B2B Marketing Podcast ·

2024/04/15

In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product at Propolis, caught up with Shane Redding, Propolis Strategy Expert to discuss the need for marketers to become commercial marketers.David and Shane define what we mean by ‘commercial marketer’ in the first place, why so many marketers aren’t acting in this fashion, and what we can do today to start changing the way we operate and prove our value to the board. Check out our B2B Marketing Trend Tracker here:

00:38:59

Episode 143: Why brand campaigns need to be...

B2B Marketing Podcast ·

2024/04/11

In this week's episode of the B2B Marketing Podcast, Joel Harrison, Editor-in-Chief, B2B Marketing, spoke with Andrea Herbert, Marketing Director, Gamma to discuss the company’s new fluffy (in a good way) brand. They talk about everything from Gamma’s current goals as a brand to its culture and people-first approach. They then dived into Gamma’s #GoodTogether brand campaign, which features a big fluffy purple dog as a part of their campaign, as well as Gamma’s return on relationships calculator

00:30:22

Episode 142: How BT successfully transformed into a...

B2B Marketing Podcast ·

2024/04/04

In this week’s episode of the B2B Marketing Podcast, Joel Harrison, Editor in Chief, B2B Marketing, spoke with Helen Whetton, Global Brand and Marketing Director, BT to discuss their latest campaign and brand transformation. The two delve into everything from running a global marketing team to why the word ‘business’ was mentioned 21 times in its brand campaign, “We’ve Got Your Back” – there is a method to the madness. Plus, if you want to find out why the key to brand messaging is through culture

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