Spotlight on B2B Marketing

In this episode, host Karen Lloyd speaks with Ana Castrillon, Head of Marketing at Toku, about what it really takes to drive business growth through global marketing.

Ana shares insights from her experience scaling brands across Latin America, EMEA, and the US, exploring key differences in buyer behaviour, the importance of localisation, and whether a repeatable marketing playbook exists for entering new regions.

What You’ll Learn in This Episode:
✔️ The biggest mistake companies make when expanding into global markets
 ✔️ Why cultural nuances impact sales and marketing strategies
 ✔️ The difference between translation and true localisation
 ✔️ How to tailor your go-to-market approach for new regions
 ✔️ Why enterprise marketing requires a different playbook to SME marketing
 ✔️ The role of events vs. digital in winning high-value deals
 ✔️ How to structure your marketing team for international growth

Whether you're a CMO planning international expansion or a CEO looking to understand marketing’s role in global growth, this episode is packed with practical takeaways to help you navigate new markets effectively. 

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd interviews John Watton, an international marketing leader who has shaped strategies at tech giants including Adobe, Yext, and VMware. 

With extensive experience in building world-class marketing strategies in complex global markets, John shares insights from his transition to a fractional CMO role where he now invests his expertise in helping start-up and scale-up ventures. 

This conversation explores explores the challenges of transforming legacy software businesses to a subscription model. Learn valuable strategies for leading customer change, maintaining relevance with flat budgets, and the evolving role of fractional CMOs in today's tech landscape.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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In this week's episode, we dive deep into the intersection of creative marketing and data analytics with Laura Proctor, Chief Marketing Officer at Summize . Having achieved the role of CMO before turning 40, Laura brings an impressive track record of scaling B2B marketing functions that consistently deliver commercial outcomes.

Throughout her career spanning almost 20 years across high-growth B2B companies including Avecto, AppLearn, and TalkTalk Business, Laura has developed a unique approach to marketing that combines content-driven storytelling with rigorous data analysis.

Tune as we discuss how she built predictable pipeline generation, and scaled marketing impact through innovative campaigns. Discover practical insights on marketing metrics, team structure, and proving ROI. Essential listening for B2B marketers looking to drive commercial revenue and earn marketing a strategic seat at the board table.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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Welcome to another episode of the Spotlight on B2B Tech Marketing. Today we're joined by Juliette Aiken, CMO of Dotdigital, whose journey from Product Marketing Manager to CMO mirrors the remarkable evolution of the company itself. 

As Dotdigital celebrates its 25th anniversary, Juliette shares valuable insights on transforming from a single-product email service provider to a comprehensive marketing automation platform serving global markets. 

In this wide-ranging conversation, we explore everything from the evolving role of product marketing in B2B technology to the challenges of balancing data-driven decisions with creative marketing approaches. Juliette also offers fascinating perspectives on managing diverse buyer personas across generations, the strategic implementation of AI in marketing workflows, and her thoughts on creating safe spaces for constructive conflict in marketing teams.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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Host Karen Lloyd, founder of Armstrong Lloyd and veteran tech marketing recruiter, is joined by Associate Director Annalie Graham to reflect on the transformative year in marketing recruitment across the technology sector. With over 3 decades of combined recruitment experience, they offer unique insights into how the market has evolved and what lies ahead for 2025.

Karen and Annalie discuss how the marketing landscape in 2024 underwent significant transformation, marked by widespread restructuring that created a "musical chairs" effect across technology marketing teams. 

They note the growing emphasis on marketing operations and data-driven decision-making, with their predictions for 2025 pointing toward continued expansion of fractional roles and deeper integration of AI across marketing functions. The discussion reveals how this evolution reflects a broader trend toward more flexible, efficient, and strategic approaches to marketing team structure and operation in the technology sector.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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In this episode of Spotlight on Marketing, host Karen Lloyd sits down with Richard Levy, a seasoned marketing expert with over 20 years of experience working with companies ranging from household names like MoneyGram and Santander to tech start-ups. 

Richard shares insights from his journey, discussing the intersection of brand and performance marketing, the differences between corporate and start-up marketing approaches, and the commercial impact of effective marketing.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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In this episode of the Spotlight on B2B Tech Marketing, we're joined by Jessica Dye, Chief Marketing Officer at JATO Dynamics. 

With 15 years of leadership experience in B2B tech marketing, Jessica has successfully built a self-sufficient marketing function based on the principle that every team member plays a crucial role. 

She shares her insights on creating a revenue-generating marketing department, the importance of capability over budget, and strategies for effective B2B tech marketing. 

Jessica discusses the value of content marketing, the role of thought leadership, and how to demonstrate marketing's impact on business outcomes. She also touches on the future of marketing, including the potential impact of AI and the enduring importance of human-to-human communication.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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In this episode, host Karen Lloyd sits down with Ross Chapman, a seasoned marketing leader with over 16 years of experience driving revenue growth for B2B SaaS technology companies including Aptitude Software and PortSwigger. 

Join us as Ross shares his insights on how to adapt tech marketing strategies in today's challenging economy.  Together we delve in and discuss the importance of customer-centric approaches, the efficient use of available resources in times of tight budgeting, and the importance of a commercial outlook for all marketers.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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In this episode, we're thrilled to welcome Charlene Ignacio, a renowned marketing authority and visionary leader in the tech and MSP space. As the founder of Fornix Marketing and champion of the MSP Trust Advisors movement, Charlene has made a significant impact in demystifying complex marketing strategies and aligning organizational objectives.

Charlene's expertise in curating marketing strategies for commercial success makes her an ideal guest for our show. In this enlightening conversation, she shares her invaluable framework for marketing success and discusses the importance of bridging the gap between technical expertise and finding the human connection in the MSP space. 

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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I am delighted to welcome David Keane to the Spotlight on B2B Tech Marketing this week.  David is an award-winning B2B CMO with an impressive track record in the technology industry and joins me to share his insights on navigating the evolving landscape of technology marketing.  

Tune in as we explore the power of zero-party data, investigate the role of AI in transforming sales and marketing and examine the challenges of balancing brand building with demand generation strategies. 

David, who currently serves as the Chief Marketing Officer for the European division of Wipro, has been rightfully recognised as a thought leader in B2B technology and was recently awarded the 2024 Top 100 Global B2B CMO award by Hot Topics.

David shares his perspective on how-to to leverage new technologies and data strategies to put the customer's real-world applications, challenges, and perspectives at the centre of product messaging, marketing campaigns, and overall strategy.  

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

Want to know more?
Discover more at armstronglloyd.co.uk