Spotlight on B2B Marketing

This month, I welcome Emma Acton, an award-winning B2B marketing leader with nearly 30 years of experience in the technology industry, to share her insights on the benefits of keeping the customer front and centre in your strategic thinking and aligning sales and marketing in the process.  

Emma and her team have even won the prestigious Forrester award for ROI by aligning sales and marketing around vertical industry use cases. 

Emma is also an experienced hand at Account-Based Marketing, having brought its benefits to multiple technology businesses over her career. She explains the process of implementing account-based marketing, emphasising the need for stakeholder buy-in, peer collaboration, and a willingness to iterate and adapt.   

Join us as we discuss the importance of understanding your customers' use cases and packaging solutions accordingly to resonate better with prospects, putting the customer's real-world applications, challenges and perspectives at the centre of product messaging, marketing campaigns, and overall strategy - not just leading with the product capabilities alone—a how-to on taking an accurate customer-centric, outside-in approach.  

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

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Are you tired of marketing being seen as an afterthought in your organisation, focused solely on tactical execution? 

It's time to elevate your marketing function and position it as a strategic driver of revenue growth, tightly aligned with your sales goals. In this episode of the Spotlight on B2B Tech Marketing podcast, we'll explore how to transform your marketing approach from a reactive, campaign-based mindset to a proactive, strategic revenue engine.

I was delighted to welcome Briana McCrory, the powerhouse Chief Marketing Officer at BigHand, a leading global legal technology company providing innovative workflow and practice management software solutions.

Over the past decade, Briana has been instrumental in evolving BigHand's marketing function from a supportive role into a strategic revenue generator.  

Tune in as together we pull back the curtain on how she elevated marketing's impact through meticulous data analysis, fostering a growth mindset within her team, and cultivating a unified "one team" culture across marketing, sales, and customer success.

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

Want to know more?
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“If the secret to success is brilliant messaging, then marketing should have a critical role to play across the organisation”.

I couldn’t agree more with my guest in this second episode of Spotlight on B2B Tech Marketing! 

I had the privilege of chatting with Richard Blundell, a seasoned veteran in the SaaS industry. Richard and I delve into the vital role of marketing in driving growth, offering invaluable perspectives on navigating the complexities of the SaaS landscape.

Richard is a co-founder, CEO, and Author of the best-selling book “The Go-to-Market Handbook for B2B SaaS Leaders” and was part of the senior leadership team that spearheaded the growth of cybersecurity leader MessageLabs and its acquisition by Symantec in 2008 for a staggering $700 million.

Join us and uncover the strategies and principles that have shaped his remarkable trajectory in the ever-evolving world of technology.  Richard's wealth of experience and practical advice provide invaluable insights for anyone navigating the dynamic landscape of marketing and entrepreneurship in the SaaS industry.

Connect with Richard on LinkedIn or at Vencha

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

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Are you concerned as a tech leader that your growth might be limited due to strategies or approaches that just aren’t working?

In this episode, I welcome tech CMO and investment advisor Stephen O’Brien to discuss the challenges of marketing in sales-led tech companies and the importance of moving up the value chain. 

Stephen is a trailblazing CMO and tech-founder whose professional journey includes roles at industry giants such as BlackBerry, BT, LogicaCMG, and Marconi, where he honed his expertise in driving business transformation and achieving sustainable growth.

Tune in and get invaluable insights into the power of investment in marketing for tech businesses looking for scalable growth, discover an investor’s perspective on seeking funding and the importance of a long-term perspective in marketing within the tech industry against a short-term sales-led approach. 

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 Spotlight on B2B Marketing, where we shine a light on the dynamic world of B2B marketing! 

I'm your host Karen, an accomplished recruiter, business owner, and marketer with a passion for all things marketing.

Our mission? 

To delve deep into the realm of B2B marketing, uncovering the strategies, insights, and success stories that drive innovation and growth.

Join me as we embark on a journey through the ever-evolving landscape of B2B marketing, featuring engaging interviews with industry leaders and C-suite decision-makers.

From discussing growth strategies to exploring cutting-edge marketing frameworks, we'll leave no stone unturned in our quest to understand the pivotal role of marketing in today's tech-driven world.

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