B2B Marketing Podcast

It’s an open secret that B2B lead generation has some big problems. The sector has grown exponentially in recent years, with growth in self-service tech platforms and offshore telemarketing expanding the options available to marketers, driving down costs but too often taking quality with it.

As an industry veteran of 30 years standing, Tony Uphoff felt it was time to speak out, writing an open letter to the industry, calling out bad practice and defining what’s required to set the lead gen sector straight. We enjoyed discussing this refreshingly honest views on lead gen for the B2B Marketing Podcast – if you’re looking to understand how to improve your lead gen activities, it’s a must-listen.

In this episode of The B2B Marketing Podcast, David Rowlands caught up with Adam Preis, Director of Product/Solution Marketing, and Marta George, Head of EMEA ABM Programmes – both of Ping Identity.

In this episode, Marta and Adam chat through the importance of working in close alignment with the product team in order to drive commercial success. This follows the recent revelation in Propolis – the global community for B2B marketers – that senior marketing leaders feel more detached from the product team than ever before.

If you want to get in the room with more than 400 account-based marketers, hear no-holds-barred ABM case studies, and learn what works (and what doesn't!), join us at The Global ABM Conference 2024 on 6 November. Book early bird tickets now and save £200: https://events.b2bmarketing.net/b2babmconference/booktickets

In this week’s episode of the B2B Marketing Podcast, Kavita Singh, Senior Content Editor, B2B Marketing, spoke with the Creative Director at Revere, Dan Sillifant, alongside the Chief Digital Officer at Revere, Chris Scott. The trio discuss Revere’s journey with AI from both a creative and business point of view.

Plus, the two share advice for those who aren’t implementing AI into their agency, as well as the common mistakes that might be happening. Want to find out how to create the ideal ratio of human to AI implementation? Stay tuned and listen to the full episode now.

Juniper needed a bold approach to make its new campaign, which highlighted its ability to enable the ongoing AI revolution via its network technology and stand out amidst a tidal wave of AI-related messages. Its solution? Front the campaign with Hollywood and former Mad Men star Christina Hendricks – the latest in a growing trend for B2B brands to buy into star quality.

But as Jean English explains in the latest edition of the B2B Marketing Podcast, the results have been excellent and fully justified this unusual approach. For more on this campaign, plus Jean’s insights from being a serial tech CMO in some of the world’ most innovative companies, and the challenges of running a global marketing team in 2024, listen to the full episode now.

Which marketing tools should you prioritize if you’re launching a new business banking brand into the crowded UK market? That was one of the questions that Joel Harrison, Editor-in-Chief, B2B Marketing asked Conrad Ford, Head of Innovation and Strategy at Allica Bank - which was recently crowned the UK’s Fastest Growing Company by The Sunday Times, when he interviewed him for the B2B Marketing Podcast.

Forget cutting-edge social media or dynamic content formats, Conrad’s surprising answers were ‘employee engagement’ and ‘channel marketing’ – our mind was duly blown!

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 Podcast, she explained to Joel Harrison, that this is much more than just an out-of-home campaign, and part of a complex strategy.

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 broke creative barriers and speeded implementation.

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 Angell, incoming professor of marketing at Stirling University to discuss the findings.

Check out the full report here: https://clever-touch.com/the-state-of-martech-2024?utm_source=SOM24+Report&utm_medium=LinkedIn_Post_1&utm_campaign=SOM24

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 Grist’s session on engaging with the toughest audience, as well a few others where our experts actually disagreed with some of their sentiments.

Can’t wait for next year’s event? Register your interest here: https://survey.sogolytics.com/survey1.aspx?k=SsQUXRYSsSQSsPsPsP&lang=0

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 set you back and how to tackle it head on if you’re changing roles or shifting into a B2B space.

For more information, check out Beatrice’s 43% and Rising Podcast here: https://earnest-agency.com/campaigns/43-percent-and-rising/