In this week’s episode of the B2B Marketing Podcast, David Rowlands spoke with Paul Collier, CMO, FunnelFuel; Chris Omotosho, Managing Director, UK, Gravity Global; Nick Watmough, Executive Creative Director, The Croc; and Jon Buckthorp, Commercial Director, Differentiated.

As we close out 2025, it only felt right to end with a conversation inspired by the year’s standout work. Drawing on insights from across agency, brand and creative leadership, the panel discusses what made this year’s award-winning campaigns at the B2B Marketing Awards resonate.

The conversation opens with a focus on the growing role of emotion and creativity in B2B, with brands increasingly doing their best work by connecting on a human level. From there, the discussion turns to the rapid influence of AI, the rise of experiential marketing, and a noticeable shift away from product-first messaging in favor of more meaningful, human-to-human engagement in an increasingly AI-driven landscape.

The panel also reflects on Gravity Global’s ‘Global B2B Agency of the Year’ win for the second year running, before diving deeper into some of the more thought-provoking themes emerging from the awards. In particular, Jon explores how concepts like content dysmorphia and thought theatre are influencing both creative strategy and how brands show up in-market (ideas first unpacked in a previous episode with Differentiated).

If you’re curious about the other award-winning campaigns highlighted at our 2025 awards, check out our Winners Report here: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/

In this week’s episode of the B2B Marketing Podcast in association with HelloKindred, Kavita Singh is joined by Roland Glass, Chief Commercial Officer, HelloKindred as well as Sarah Thomas, the Group Chief Marketing Officer, EVP, over at Capgemini.

Off the back of the Propolis Leader’s Forum, they dig into what truly drives high-performing marketing teams, from adaptability and intellectual curiosity to data fluency and modern leadership behaviors. Roland also breaks down how a resource network works, why it differs from traditional org structures, and how dynamic resourcing can unlock real agility. Stick around to the end to hear the mindset shift Roland and Sarah say every marketing team needs to cultivate continuous learning.

Want more insights from the Propolis Leaders Forum? Explore the event highlights here: https://www.b2bmarketing.net/propolis-leaders-forum-takeaways-blog/

In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing caught up with Vanessa Schotes, CMO, Enfuce.

Shortlisted for B2B Marketer of the Year at the 2025 B2B Marketing Awards, Vanessa explains how marketing helped drive 450% growth in new territories and achieve a marketing ROI of 5:1. If you want to attend the B2B Marketing Awards ceremony in London this year, you can find out more information here: https://events.b2bmarketing.net/b2bawards

In this episode of The B2B Marketing Podcast, David Rowlands sits down with Tom Setter, Strategy Partner at Dentsu B2B, to unpack the latest Superpowers Index, Dentsu B2B’s global study of over 16,000 B2B buyers and 35,000 buying experiences.

The report reveals the 30 decision drivers shaping B2B purchasing right now, highlighting the trends, shifts, and constants in what matters most to buyers. Tom sheds light on the biggest drivers, what’s changed (and not changed) year-on-year, and what B2B marketers can do right now to make 2026 their most commercially impactful year to date.

You can download the full report here: https://www.dentsu.com/uk/en/solutions/b2b/superpowers?utm_source=dentsu+b2b&utm_medium=b2b+marketing&utm_content=superpowers+b2b+report

In this week’s episode of the B2B Marketing Podcast in association with Brands2Life, Kavita Singh, Head of Growth Solutions Content spoke with Tim Corcoran, Managing Director, Marketing & Creative Services, Brands2Life and Sally Jacobs, Senior Director of Social Media & Advocacy, Qlik.

The episode kicks off with the trio discussing the current competitive landscape of B2B marketing, underscoring why it’s difficult to stand out and what brands can do to feel original. They highlight the relationship between brand and demand, emphasizing the need for both authenticity and strategic partnerships while also addressing the role of AI in enhancing creativity.

If that wasn’t enough, they also touch on why breaking down organizational silos and focusing on customer needs can lead to memorable campaigns that really resonate. And if you’re looking for top-tier brand activation examples, they touch on Astronomer and New Balance’s ability to create compelling stories while also incorporating humor.

In this week’s episode of the B2B Marketing Podcast in association with Differentiated, we are joined by Jon Buckthorp, Commercial Director, Differentiated to discuss the agency's latest report: Art & Science: Exploring new horizons built on belief.

The conversation begins with a thought-provoking look at the difference between trust and belief, before Jon shares some striking findings from their in-depth research. For example, did you know that decision-makers are spending around two hours a day engaging with marketing material, yet many don’t finish what they start, and two thirds never make it to the conclusion? This was just one of many takeaways discussed in the episode.

From there, Jon defines content dysmorphia and thought theatre, and explains how these play out in today’s marketing landscape. Jon also considers the role of AI in an increasingly sceptical climate, raising important questions about how brands can cut through and connect meaningfully. If you’re curious about any of these themes from the report then this episode is a must-listen.

In this week’s episode of the B2B Marketing Podcast in association with Revere, we dive into the essentials for strategic and financial planning as we head into 2026. We’re joined by Fiona McKenzie, CEO, Revere to chat about everything from why you should be starting with your business vision to the key to tailoring your plans to your C-suite and much more.

But that’s not all. We also explore smart budgeting moves every marketer should be making. If you’re not already setting aside a slice of your budget for creative, in-the-moment opportunities, you’ll definitely rethink your approach after this episode.

If you’re looking to become the commercial marketer, we highly recommend listening to this week’s episode. Plus, you can check out our Commercial Marketing Guide: https://www.b2bmarketing.net/reports/b2b-commercial-marketer-skills-guide/

Did you know that 95% of brands lack a solid sound identity? If you’ve never given much thought around audio branding, then this podcast episode is a must-listen. In this episode of the B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing spoke with Neil Montgomery, Audio Brander, Almost Nothing Audio Branding.

To kick off the episode, Neil shares his journey from a music degree to a sales role and a big four accounting firm, before transitioning to audio branding. He discusses the impact of audio branding on brand recognition, citing Intel's 1995 jingle and Netflix's audio logo as examples.

Not only does the episode cover the science behind audio branding but Neil also addresses its revenue impact, as well as its place on social media platforms such as TikTok and Instagram. If you’re looking to build a strong audio brand, stay tuned until the very end.

We’ve just announced our 2025 B2B Marketing Awards Shortlist, and we are joined by FunnelFuel, Differentiated, Gravity Global and The Croc to break down some of the juicy details behind this year’s theme and campaigns.

In this podcast episode, we were joined by Sarah Townsend, Head of Growth & Innovation, The Croc; Chris Omotosho, Managing Director, UK, Gravity Global; Paul Collier, CMO, FunnelFuel; and finally last but not least Jon Buckthorp, Commercial Director, Differentiated. The group discussion kicks off with an overarching look at the B2B industry and how it has led to compelling campaigns that are data-back, creative and commercially successful.

In addition, they chat about some of the big categories like ‘Best use of AI’, ‘Most commercially successful campaign’ and ‘Best campaign with a limited budget’. And if you’re looking for thought leadership advice throughout, find out the key traits to success; plus, why failing in today’s competitive environment can actually be a positive way of upskilling your team.

This year's winners will be announced at the B2B Marketing Awards ceremony on 26 November 2025. You can find all the ceremony details and table booking information on the event website: b2bawards.net.

In this week’s episode of the B2B Marketing Podcast, Kavita Singh spoke to Matt Hicks, Strategy Director, Lesniak Swann to describe the data trap that marketers often fall into when creating campaigns.

In our podcast episode, Matt does validate the importance of data, but stresses that data alone can lead to dogma, and dogma doesn’t make for effective marketing.

The two also chat about everything from why strategists love data so much to the metrics that need to be measured beyond the standard KPIs. If that wasn’t enough, Matt uses a metaphorical sandwich and the great magician Aleister Crowley to explain what a 'magick' moment in B2B marketing looks like. Curious what that means? Listen to find out all.