In this episode, Julia Hornaday, global head of marketing at Turnkey Consulting, breaks down the balance between brand and demand. We talk content that converts, the rise of AI, and why oversimplifying strategy can cost you. Julia also shares her take on attribution, content overload, and what’s next for marketing.

Things to listen out for:

02:51 - The importance of brand building for conversion

04:38 - Understanding the 95/5 rule in content marketing

06:17 - Differences in B2B content strategy

08:32 - The complexity of the buyer journey

09:22 - Understanding MQLs and sales dynamics

15:10 - Navigating AI in marketing

16:35 - The role of quality content in a saturated market

17:53 - Adapting to new content formats

19:28 - The evolution of information in sales

22:14 - The value of integrated marketing strategies

In this episode, B2B sales expert Martyn Proctor shares his insights on winning complex, high-value deals. He emphasises total commitment to opportunities, deep customer understanding, and visualisation of client success.

Things to listen out for:

02:59 - Understanding Big Ticket Deals

05:47 - The Importance of Visualisation in Sales

09:02 - Building Trust and Handling Objections

12:10 - Qualifying Opportunities and Red Flags

15:11 - Competing Against Larger Companies

21:05 - Handling Objections Effectively

32:49 - Understanding Pricing and Value in Sales

43:10 - The Importance of Prospecting and Lead Generation

50:30 - Consultants as Salespeople: A New Perspective

56:24 - Key Takeaways for Complex Sales Success

From ongoing marketing budget & resource challenges, increased expectations, to the rising pressures of AI adoption, this episode offers a pragmatic look at marketing overwhelm. We explore why marketers are struggling and provide strategies for maintaining focus, managing expectations, and surviving in a challenging professional landscape.

Things to listen out for:

• 0:30 - The fundamental misunderstanding of marketing in leadership teams
• 2:32 - The impact of reduced budgets and resources on marketing teams
• 4:33 - AI's threat to marketing roles and the pressure to master new technologies
• 6:19 - The myth of the marketing 'superstar' who can do everything
• 10:05 - Strategies for saying no and maintaining focus
• 14:40 - Imposter syndrome and the challenges of keeping up with marketing changes
• 18:22 - The concept of 'random acts of marketing'
• 22:30 - The importance of specialising in marketing disciplines

In this episode, we discuss why traditional lead generation approaches often fail in complex B2B sales environments. We explore how understanding and aligning with the buyer's journey is crucial for success, rather than seeking quick wins. The conversation examines why short-term thinking doesn't match modern B2B buying behaviours and offers insights on creating more effective sales and marketing strategies for high-value, complex sales cycles.

In this episode, we explore the main things to consider when evaluating HubSpot vs WordPress as your website CMS. We look at why some organisations hesitate to embrace HubSpot’s CMS capabilities; debunk common misconceptions about HubSpot’s CMS limitations; and outline how each solution is better suited to certain scenarios. It’s an essential listen for any HubSpot user weighing up their CMS options.

Things to listen out for:

1:00 - Reasons why HubSpot customers stick with WordPress

3:37 - The uninformed dismissal of the HubSpot CMS by WordPress agencies

6:15 - The importance of the platform decision when building a new website

9:40 - Why NOT migrating to HubSpot could be a missed opportunity

11:30 - The benefits of the HubSpot CMS for existing customers14:29 - Leveraging data for personalisation, Smart content and website reporting

16:53 - Why the HubSpot CMS was built for marketers, not developers

21:40 - Why migrating to HubSpot is much easier than you might think

26:23 - Security: WordPress open source vs HubSpot closed source

31:03 - Hidden costs and total cost of CMS ownership

In this, our first guest podcast, we are joined by Jennie Holmes - a B2B Marketing Director and leading thinker in marketing & tech. We discuss the meandering role of AI, the danger of algorithms, the return to strategic foundations and her unique perspectives on why marketers need to find their own path to success. It’s packed full of insights, so definitely not one to miss.

As we head towards 2025, the B2B go-to-market playbook is experiencing a tear-up. From shifting marketing cycles to the tough calls between brand and performance, navigating the road ahead will demand both gut instinct and the ability to pivot fast. This episode offers a pragmatic framework to help you plan effectively.

In this podcast, we provide a practical appraisal of HubSpot’s recently released ‘Breeze’ - its suite of AI-powered features. We look at the new functionality that we consider to be the most important for B2B firms, with a particular focus on Breeze Intelligence.

In this podcast, we explore how changes to search and the needs of buyers will mean that websites need to become much more than an online brochure. We explain how a Growth-Driven Design mindset helps ensure your website keeps pace with the demands of those who use it - prospects, customers and internal teams.

In late July '24, we saw the release of the Forrester Wave report on 'Revenue Marketing Platforms'. The findings are further evidence of consolidation in marketing and sales tech. In this podcast, we debate what the future holds for customers and buyers of these platforms.