B2B Marketing Podcast

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Head of Growth Solutions Content, B2B Marketing, spoke with Omne about the evolution of brand into a data growth engine.

We were joined by Michael Gividen, CEO, Omne and Anna Massey, Strategy Director, Omne who chatted about everything from the fading relevance of persona marketing to the rise of more creative B2B strategies and the shifting role of influence in the modern B2B landscape. We also dive into what B2B marketers can learn from FMCG brands; plus, stick around for insights on the future of AI in marketing and much more.

If you like this episode, check out previous episodes we did with Omne below:

https://www.b2bmarketing.net/podcasts/fmcg-companies/

https://www.b2bmarketing.net/podcasts/omne-agency/

In this week’s episode, David Rowlands, Head of Product, B2B Marketing spoke with Jada Balster, VP Global Marketing, TravelPerk to discuss all things rebranding. They first chat about Jada’s experience with other companies such as Workfront and Adobe before jumping into TravelPerk’s recent rebrand.

If you’re looking to create allies in the boardroom, impact sales cycles with a strong brand and understand rebranding’s strategy beyond the design, we highly recommend checking out this week’s episode. In addition, find out how the new brand is working out over at TravelPerk, including their overhaul on demand gen campaigns. Plus, if you want to learn how to future-proof your global marketing team, stay tuned until the very end.

Oftentimes, B2B buyers have a list of vendors in mind before they’ve even started the purchase process. So how can brands make sure they’re on that list and increase their chances of winning the deal?

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Head of Growth Solutions Content, B2B Marketing spoke with Matt Hicks, the Strategy Director at Lesniak Swann to unpack this very topic.

They dive into how brands can build early awareness through standout content and thought leadership, which channels are most effective, and what metrics actually matter. Plus, if you want to find out what NOT to do in order to get on the purchasing shortlist, stay tuned until the end where Matt explains a very common mistake.

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/