B2B Performance Marketing Podcast

Struggling to build an ad strategy that actually converts? Most B2B SMEs jump straight to spend—this episode shows you what to do first.

Louis and Maelien unpack the first three steps of Web Marketer’s proven six-part framework: setting data-backed budgets and targets, running effective discovery workshops, and gathering competitive intel you can action.

Grab the free Breakthrough Blueprint workbook and learn how to stop guessing, start benchmarking, and make smarter ad decisions today.

https://webmarketeruk.com/downloads/breakthrough-blueprint/

Many B2B teams mistake a collection of tactics for a real strategy - leading to wasted budget and missed opportunities. In this episode, we define what a true advertising strategy is, why it matters, and how simple changes can deliver huge gains.

You’ll hear three case studies: hyperlocal targeting without endless landing pages, unlocking hidden gold in long-tail keywords, and turning a costly qualification problem into a zero-waste lead-gen process.

Walk away knowing how to focus on the right audience, the right promise, and the right problem to solve.

Download your Breakthrough Blueprint here:

⁠⁠https://webmarketeruk.com/downloads/breakthrough-blueprint/⁠⁠

Right now, B2B marketers are losing conversions they can’t even see.

In this episode, Louis sits down with Abbie Poots, CEO of Perazam Consulting, to demystify server side tracking - what it is, what it isn’t, and how it could reclaim up to 20% more visibility on your campaigns.

From bridging the gap between marketers and developers to avoiding costly tracking mistakes, this episode packs big insights into just 15 minutes.

Your website looks great, your product is solid - but conversions still aren’t landing. Why? It’s often down to a weak marketing promise.

In this punchy episode, Louis and Maelien reveal why copying category leaders is risky and why vague or generic messaging kills performance. You’ll get a practical, 3-step method to craft, test and validate a sharper marketing promise, one that resonates with the right audience and drives results.

Packed with real examples from ClickUp, Jasper, and Webflow, this is a must-listen for any team struggling to turn traffic into leads.

Drowning in dashboards but still unsure what your ad data’s telling you? This episode shows you how to turn reporting noise into performance insight.

Louis and Maelien unpack the “Diagnose, Decide, Demonstrate” framework - helping you ask better questions and get answers that drive action.

Learn how to transform raw metrics into clear decisions, get ahead of issues with weekly pulse reports, and align your ads with the real commercial rhythm of your business.

Creative isn't the new targeting - it always was.

In this episode of the B2B Performance Marketing Podcast, Louis and Maelien dig into why platform automation doesn't replace strategy, and how strong creative can make or break your results. With real-world stories - from office dogs skewing lead quality to surprising insights in recruitment and automotive campaigns, they unpack how messaging shapes not just performance but the type of leads you attract. If your creative isn’t attracting the right people, optimisation won’t save you.

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Most B2B landing pages fail because they’re built like brochures, not conversion machines. In this episode, Louis and Maelien share a practical B2B landing page strategy - including how to build landing pages for B2B that actually convert.

They cover B2B landing page best practices, explain why your homepage is hurting performance, and share specific landing page tips for Google Ads.

You’ll learn how to improve landing page conversion rates B2B marketers care about - especially when creating landing pages for paid traffic. If your ad spend is steady but leads are low, this one’s for you.

Why we need to ditch the ‘single source of truth’ for leads in B2B Marketing.

Your CRM says 40 leads. Your Ads say 50. Who’s lying?

Is it both of them? Is it neither?

In this episode, Louis and Maelien unpack why B2B attribution rarely adds up - and why chasing a “single source of truth” can lead you astray.

They unpack the difference between direct vs influenced conversions, how CRM and ad platforms measure success differently, and why contribution trumps attribution. Perfect attribution doesn’t exist - but this mindset shift might be the next best thing.

Your cost per lead hasn’t exploded - your tracking’s just broken.

Google’s Consent Mode V2 could be hiding up to 80% of your conversions.

In this episode, Louis and Maelien break down

1. How it works
2. Why your conversion data has vanished
3. What to do about it.

You’ll learn how to...

• Improve cookie opt-in rates
• Fix common Tag Manager mistakes
• Calculate your true tracking discrepancies

They also share a five-step framework to align your board and reduce panic if and when your reported CPA spikes.

Stop undercounting leads and start regaining visibility where it matters most.

B2B sales cycles are messy. eComm checkout funnels are clean. Why? This episode unpacks how conversion clarity in eCommerce drives results (and what B2B marketers can steal from this). Louis and Maelien break down the structural differences between eComm and B2B sales-funnels, exposing where complexity creeps in and how to simplify for performance. You’ll learn how to identify bottlenecks, reduce noise, and move faster with cleaner funnel logic - without oversimplifying the B2B buyer journey.