B2B Marketing Podcast

In this special B2B Marketing Podcast episode, Kavita Singh is joined by Amie Farrell, Global Head of Marketing, Deliveroo for Work, to preview her upcoming session at B2B Ignite.

Amie delves into her philosophy that B2B decision-makers are "just like you and me," challenging traditional perceptions and advocating for a more human-centric approach to B2B marketing. She shares insights on how to engage audiences in seemingly less "exciting" industries, discusses staying close to customer needs at Deliveroo Work, and highlights current shifts in effective B2B channels and content. Plus, if you want to know the brands getting it right in the industry, Amie shares a few brilliant examples.

This episode offers a compelling glimpse into the critical topics Amie will explore further at our B2B Ignite Conference on July 1st in London, inviting marketers to uncover valuable strategies for authentic connection and dispelling common misconceptions. Attend B2B Ignite to unlock Amie’s full session and many more B2B marketing insights.

Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite

In this week’s episode of the B2B Marketing Podcast, in association with Omne, Kavita Singh sits down with the ‘UK Agency of the Year’ to explore the tension between creativity and commercial impact.

Joined by Anna Massey, Strategy Director at Omne, and Andrew Green, Creative Director at Omne, the discussion unpacks what commercially effective creativity really looks like in practice. From the mistakes B2B marketers make in brand and demand generation to the challenges of uncovering and applying insight, this episode is essential listening for marketers looking to drive stronger commercial results.

The team also explores what an effective partnership between strategy and creative teams should look like, the biggest hurdles in measurement, and the thinking behind Omne Connect — a platform built specifically for the foodservice and away-from-home sectors.

Want more? Omne will also be highlighting its ‘UK Agency of the Year’ win in a brand-new case study, released on June 4.

In this week’s episode of the B2B Marketing Podcast, Richard O’Connor, CEO, B2B Marketing is joined by Fiona McKenzie, President, Europe, Marketbridge to tease her upcoming keynote session at B2B Ignite.

This week, Fiona joins us to explore why AI alone won’t fix your go-to-market (GTM), and why the real unlock is a systems-thinking CMO. We dive into GTM as a true growth operating system, spanning marketing, sales, product, data, and technology, all while examining how AI is both accelerating innovation and exposing silos, fragmented data, and broken processes. She also shares practical steps for CMOs and marketing managers to move from reactive, campaign-centric activity to proactive, growth-driving initiatives that challenge long-held assumptions and bring sales and marketing closer together.

Like this week’s episode? B2B Ignite will be taking place July 1st, 2026. B2B Ignite is your espresso shot of real-world marketing perspectives. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out. https://events.b2bmarketing.net/b2bignite

B2B marketing is getting harder. Buyers are more complex, content is everywhere, and trust is now the deciding factor. In this week’s episode, David Rowlands sits down with Lee Odden, CEO, TopRank Marketing about Best Answer Marketing (BAM) – a six-pillar framework designed to help brands become the most credible and relevant voice in their market.

They explore the impact of AI-driven content overload, why trust signals like research, influencers, and earned media matter more than ever, and how buying groups have expanded far beyond the traditional few stakeholders. Lee also explains why marketers need to focus on the 95% of buyers not yet in market, and what it takes to build visibility and confidence before demand is created.

If you want to shift from content volume to commercial impact, this episode offers a clear and practical way forward.

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with Hannah Podbury-Neal and Emma Halewood from foodservice marketing agency Omne to discuss their 2025 award win for ‘UK B2B Agency of the Year’.

They begin by exploring how Omne succeeded in a category typically dominated by large, multi-sector agencies and why being a specialist agency proved to be a strength rather than a limitation. Hannah and Emma also share how their expertise-led proposition has driven commercial success and close client relationships, from strong client retention rates to impressive year-on-year gross income growth and much more.

Later in the episode, they discuss how marketers can stand out and differentiate themselves in an increasingly AI-driven world and they tease what’s next for Omne. If you’re looking to shift from activity-based marketing to a more commercially focused approach, this episode is a must-listen for B2B marketers. Stay tuned for a report off the back of this podcast which will be out in spring 2026.

In this week’s episode of the B2B Marketing Podcast, David Rowlands sits down with Jason Bradwell, Founder of B2B Better – a podcast marketing agency focused on turning podcasts into pipeline.

Jason shares the career journey that shaped his core belief: true differentiation comes from a strong point of view and the people behind it. From there, the conversation dives into how Covid-19 reshaped B2B podcasting and the common pitfalls many brands still fall into today.

One of the biggest? Relying on impressions and downloads as success metrics. They explore why podcasts often go off track due to unclear goals, weak strategy, and misaligned expectations and why an account-based approach can be far more effective. You’ll also hear their take on building a thoughtful, ethical guest strategy and how to design your podcast around the buyer journey to drive real impact.

And if you’re thinking about expanding into channels like TikTok, YouTube Shorts, or other short-form formats, stay tuned for Jason’s perspective at the end.

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sits down with Dan Miles, Executive Vice President at The Hoffman Agency, to explore the growing impact of AI on brand and content strategies.

They kick off the conversation by examining how buyers are changing the way they research solutions and whether organic traffic is really on the decline (spoiler: it isn’t). The discussion also looks at the early warning signs that a company is already becoming invisible in generative AI outputs, and which brands are best positioned to win in this new marketing landscape.

This episode is a must-listen for anyone looking to understand how generative and agentic AI are reshaping the market. If you’re looking for practical solutions and frameworks to help make your brand more visible in AI-driven environments, we’ll also be hosting a webinar on April 23 at 3pm BST. The session will feature further insights from Dan alongside an expert panel.

Register here: https://www.b2bmarketing.net/webinars/why-generative-and-agentic-ai-is-the-new-paradigm-for-content-strategy/

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sat down with Anna Pfeifhofer, ABM Lead - Global ABM, HPE, to discuss her upcoming session at the European ABM Forum.

We kick off the session by discussing why ABM teams might be struggling in today’s current marketing landscape. From there, Anna discusses why having a very rigid ABM setup can actually set up teams to fail. On the flip side, she also touches on why having too much flexibility can create chaos. If you’re looking for that sweet spot of consistency and flexibility in a mature ABM program, stay tuned until the end as Anna shares what that looks like in practice.

If you want to hear more from Anna, she is appearing at The European ABM Forum on 26 March in Amsterdam. Anna will share her experiences of running global ABM initiatives and offer advice on how to design a growth engine that performs even in uncertain times.

If you are looking for practical advice on how to build account-based strategies that deliver growth, no matter the market conditions, then the Forum is a must.

Listeners of the podcast can save 20% on their ticket by using the discount code PODCAST at checkout. You can find out more and book here: www.europeanabmforum.com

In this week’s episode of the B2B Marketing Podcast, Kavita Singh sat down with Dan Roche and John Cheney from Workbooks to discuss their Gold wins at the 2025 B2B Marketing Awards.

Workbooks won the Gold award for ‘Best brand initiative under 100k’ as well as the ‘Grand Prix’ for their No BS CRM campaign. Joined by Dan Roche, CMO, Workbooks and John Cheney, CEO, Workbooks, this episode covers everything about their award-winning campaign.

Dan and John reveal how a fearless creative approach helped them stand out in a crowded CRM market, how they navigated board-level scepticism, and how the campaign delivered real commercial impact. They also share behind-the-scenes insights from the filming process and campaign launch. Stay tuned until the end as they offer practical advice for businesses looking to create brilliant campaigns on limited budgets.

If you like this week’s episode, we will be releasing an in-depth report about Workbook’s win in March. For the full list of winners at the awards, check out this report in the meantime: https://www.b2bmarketing.net/reports/b2b-marketing-awards-winners-report-2025/

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/