B2B Marketers on a Mission

Hosted by EINBLICK

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Episodes

230

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Oct 2026

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About the show

On this podcast, we’re on a mission – to change and disrupt the way people think about B2B marketing one insightful conversation at a time. Get inspiration from interviews with B2B marketers and industry experts who share their stories, achievements, thoughts on trending topics, and give B2B marketing tips and recommendations. This show is hosted by Christian Klepp, Co-founder of EINBLICK Consulting.

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60 recent

October 21, 2026Episode 23046 min

How the Copywriter’s Changing Role Can Drive Strong B2B Growth

How can B2B marketing leaders leverage the changing role of copywriters to accelerate growth and strengthen market positioning? Like so many aspects of the B2B marketing spectrum, the copywriter’s role has dramatically and fundamentally evolved. With the introduction of AI and automation, market dynamics, and changing buyer behaviors, copywriters must reinvent themselves and clearly define their role in the business ecosystem. Today, B2B copywriting integrates strong writing, brand strategy, audience research, and GTM execution. In this latest episode, we sit down with return guest Jamie Thomson (Copywriter and Founder, Brand New Copy ) who talked about how the copywriter’s changing role can drive strong B2B growth. During our conversation, Jamie discussed findings from his analysis of 230 UK and European copywriting job postings, proving that strong writing remains a critical requirement. He mentioned that employers increasingly expect copywriters to have multidisciplinary skills, and that strategy, knowledge of AI, storytelling, collaboration, social media, and research skills were also essential for the role. Jamie stressed that copywriters should be involved early, use research and conversations to reveal audience insights, and play a key role in delivering strategy and outcomes. He also highlighted why it’s important for copywriters to be more collaborative and work together with people in different departments within the organization. Finally, Jamie also advised copywriters to focus on developing skills beyond writing, and to position themselves as strategic partners and collaborators for B2B companies. 00:00: The continually evolving role of the copywriter 03:16: What employers expect from copywriters 08:22: Why storytelling is a critical component for B2B content 11:06: The modern copywriter and why getting involved early is crucial for success 18:02: How research, curiosity, and conducting client workshops can help deliver better and more relevant content 23:12: Why Jamie thinks copywriting is becoming multidisciplinary 27:25: Jamie’s thoughts on AI in copywriting and his advice for other copywriters Companies and links mentioned: Jamie Thomson on LinkedIn Brand New Copy Download Report: The Modern Copywriter: What Employers Expect From Copywriters in 2026

September 30, 2026Episode 22945 min

Ep. 229: How to Build a Powerful GEO Strategy for Greater AI Visibility

AI search is dramatically changing the way B2B buyers discover solutions and evaluate potential vendors. In many ways, generative engine optimization (GEO) is quickly evolving from a technical SEO tactic into an essential cross-functional operational strategy. B2B companies must learn to adapt to this constantly evolving ecosystem, or they risk losing organic market share to competitors. So, how can B2B marketing teams move from disconnected experimentation to a structured GEO strategy that optimizes AI visibility? That’s why we’re talking to Andrea Lechner-Becker ( Chief Strategy Officer , GNW Consulting ), who shared her expertise and proven framework on how to build a powerful GEO strategy for greater AI visibility. In this episode, Andrea outlined the core differences between SEO and GEO and shared some of the common pitfalls that marketing teams should avoid. She also explained why she believed AI visibility is becoming a martech and GTM operations issue, and urged teams to prioritize GEO based on business goals as well as product-market fit. Andrea highlighted some key findings from GNW Consulting’s recently released State of Generative Engine Optimization Report, providing a glimpse into critical industry benchmarks. Finally, Andrea recommended that teams measure AI visibility through marketing and revenue operations, connecting attribution and pipeline data, and focusing on high-converting tactics.

September 16, 2026Episode 22834 min

Ep. 228: How to Guarantee that You’re A Winner in AI Search

How does applying advanced data science methodologies increase your visibility in AI search? It’s undoubtedly a topic that everyone in the B2B ecosystem is discussing and trying to figure out. Many are keen to increase their online visibility, yet these are the same people still using outdated SEO playbooks, which severely impacts their digital presence. The landscape has changed significantly, and those who don’t adapt will get left behind in a world where being found online matters now more than ever. That’s why we’re talking to returning guest Andreas Voniatis (Founder, Artios.io ), who shared his experience and proven data science frameworks on how to guarantee that you’re a winner in AI search. In this episode, Andreas explained why he felt that most responses to AI-driven search miss the point, and why he thinks this is a data science and not a traditional content strategy problem. He also elaborated on how teams should focus on creating content based on specific target personas rather than chasing broad keywords. Andreas also highlighted how publishing more content could be seen as counterproductive unless it provides true information gain. He also outlined a scientific approach to proactively address the AI search visibility challenge: create a prompt library of real buyer questions, track responses across many firms over a 30-day benchmark, and mine the resulting millions of data points for citation patterns and authoritative domains that are worth targeting with digital PR.

September 9, 2026Episode 22739 min

Ep. 227: How the Right Brand Strategy Drives Long-Term Business Growth

How can B2B companies create more sustainable and predictable long-term growth with the right brand strategy? Most businesses invest in tactical marketing campaigns long before clarifying their story and target audience, which is why many efforts stall or fail. Implementing growth initiatives without the right strategic blueprint is like driving a car without an engine: it only consumes energy and doesn’t generate true momentum for your business. So, how can industry leaders and their marketing teams develop the right brand strategy that aligns their positioning with buyer expectations? That’s why we’re talking to Matt Wolfe (Partner and Director of Brand Strategy, brand3 ), who shared his expertise and insights into how the right brand strategy drives long-term business growth. In this episode, Matt elaborated on the critical differences between brand strategy and marketing tactics for B2B companies. He highlighted how an effective brand strategy includes empathy, deep customer research, and telling the story from the customer’s perspective. Matt stressed the need for a well-crafted narrative that resonates with the target audience, ultimately leading to increased trust and long-term growth. He also talked about the power of human-centric storytelling in marketing, and suggested that founders be more authentic and visible in their communications. Stick around until the end as Matt details his proven framework for helping businesses scale beyond referrals by injecting a more human and trustworthy element into your B2B marketing.

August 19, 2026Episode 22631 min

Ep. 226: Generate Long-Term Growth by Increasing Your AI Search Visibility

Traditional search engine volume is experiencing a structural decline as AI chatbots and generative answer engines redefine how buyers seek solutions. Despite this massive shift toward generative discovery, many B2B organizations are still relying on outdated organic playbooks, resulting in a decrease in their organic search visibility. How can B2B marketing teams adapt their digital strategy to maintain organic dominance and capture market share in an AI-first search environment? In this episode, we sit down with Jenna Hannon , Founder of Hatter , who shared actionable strategies to drive long-term growth by increasing your AI search visibility. Jenna broke down the critical transition from legacy SEO to Answer Engine Optimization (AEO) powered by generative search models. She analyzed the operational impact of changing search behavior and why broad keyword targeting is losing ground to hyper-specific user prompts. Jenna also explained how large language models (LLMs) parse context to surface authoritative B2B solutions, while outlining the diminishing influence of traditional backlink building. Finally, Jenna delivered her proven framework for optimizing B2B content for generative engines and elaborated on the precise metrics growth teams must track to measure success.

August 5, 2026Episode 22538 min

Ep. 225: Proven Ways to Build Life Sciences Buyer Trust for Predictable Growth

How can marketing teams in the life science vertical show up stronger online and drive higher organic visibility for their organizations? Operating in a heavily-regulated industry where market competition is intense, many life science marketing teams stay quite busy, yet their pipelines are quiet, hampering long-term business growth? How can life science leaders bridge this gap and turn things around? That’s why we’re talking to Lauren Schafe r (Founder, Lake House Digital Media ), who shares proven ways to build life sciences buyer trust for predictable growth. In this episode, Lauren discussed the high-impact strategies for building deep authority and trust in the life science industry. She highlighted the value of uncovering specific client pain points and tailoring marketing approaches without being too generic. Lauren also stressed the significance of LinkedIn for B2B marketing, noting that decision-makers often conduct independent vendor research on the platform. She advised maintaining an up-to-date profile, using background banners effectively, and how you can be active and responsive on the platform. Lauren also emphasized the value of providing transparent marketing analytics dashboards to demonstrate accountability and ROI, essential for leadership buy-in.

July 29, 2026Episode 2249 min

Ep. 224: How to Optimize B2B Marketing Performance with Proven Strategic Alliances

We often treat macroeconomics and B2B marketing as two completely separate ecosystems that function on entirely different levels and scale. However, if you look closer at the underlying factors such as silos, transactional friction, supply chain bottlenecks, and trust gaps, you’ll realise how striking the parallels are. Have you ever considered how high-level macroeconomic policies actually mirror the daily execution battles fought within B2B marketing departments? How can B2B leaders extract these macro-level insights to solve operational challenges, streamline campaign execution, build market authority, and generate better results? In this solo episode, Christian Klepp (Host of the B2B Marketers on a Mission Podcast ) shared his core strategic takeaways from the Rebuilding Alliances / Reconstruire des alliances event in Toronto. He translated complex macroeconomic frameworks into actionable strategies for B2B marketing teams. Christian talked about the importance of removing internal silos to drive cross-functional collaboration, eliminating buyer friction throughout the sales funnel, and create strategic co-marketing partnerships. He also elaborated on treating data like an organisation’s “critical minerals” and how to leverage internal subject matter experts (SMEs) to establish greater industry credibility. Finally, Christian stressed the value of employer branding in talent acquisition, and why building organisational trust while defending the marketing mandate is critical. This episode was sponsored by the Economic Club of Canada .

July 22, 2026Episode 22334 min

Ep. 223: How to Transform Your B2B Website into a Revenue-Generating Machine

A B2B company’s website is so much more than a passive “digital shop window.” When engineered and promoted strategically, it can help you establish category credibility, capture high-intent demand, generate qualified leads, and ultimately, build pipeline. Unfortunately, many B2B companies still treat their website like a digital brochure, leading to prospect drop-off and leaking revenue without the marketing teams even realizing it. So, how can marketing leaders address this critical issue and turn their websites into one of their company’s best-performing revenue assets? That’s why we’re talking to Cameron LiButti (Founder, Bidview Marketing ), who shared real-world case studies and his signature framework for how to transform your B2B website into a revenue-generating machine. During our conversation, Cameron highlighted the value of defining your Ideal Customer Profile (ICP) and why it’s important to drive conversion clarity by removing low-value “content clutter.” He also shared an incredible customer success story, where a strategic website redesign resulted in a 3,000% increase in leads within 30 days without any marketing spend. Cameron also discussed the value of mobile optimization and high-converting calls to action (CTAs) to improve the user experience. He also stressed the significance of aligning branding with the businesses identity and values, and cited exampled from medical and legal practices.

July 15, 2026Episode 22238 min

Ep. 222: How to Turn “Data Overload” into “Decision Velocity” using Research

Modern B2B marketing starts with deep curiosity. To outperform and outmaneuver the competition, marketing teams must navigate a rapidly evolving market research landscape to make faster, smarter decisions. They must lead with strategy, by being the voice of the customer, and by leveraging data that really moves the needle. So, how can B2B marketing teams strategically harness consumer insights to make more informed decisions that drive predictable, long-term business growth? That’s why we’re talking to Molly-Strawn Carreño (Director of Brand Growth, aytm ), who shared her strategic framework on how to turn “data overload” into “decision velocity” using research. During our conversation, Molly emphasized the importance of modernizing market research to improve organizational decision-making. She also stressed the need for marketers to stay current, integrate AI tools, and maintain a customer-centric approach. Molly provided actionable guidance on how marketers could upskill in AI, consolidate data, and leverage tools like The Bridge - aytm’s new tool - for efficient research. She also highlighted the value of continuous learning, staying ahead of changes, and maintaining human relevant in marketing strategies. Tune in to hear Molly’s tactical advice for transforming raw data into high-velocity marketing initiatives.

June 24, 2026Episode 22128 min

Ep. 221: How to Transform B2B SaaS Website Traffic Into Predictable Revenue

Many B2B marketing leaders still evaluate website performance by total traffic, engagement, or surface-level conversion metrics. What they should do is view the website as a core revenue engine, where everything from messaging, page layouts, and UX decisions directly accelerate sales-qualified leads, demo booking quality, and pipeline velocity. So, how can B2B SaaS companies design high-converting websites that capture high-intent demand and generate predictable, long-term revenue? That’s why we’re talking to Sahil Patel (CEO, Spiralyze ) to unlock data-backed strategies on how to transform B2B SaaS website traffic into predictable revenue. During our conversation, Sahil reveals why most B2B SaaS website fail as revenue engines based on large-scale conversion rate optimization (CRO) testing data. He discussed why displaying your actual product immediately can drive a 19% lift in conversion rates. Sahil also introduced actionable diagnostic frameworks like the “one-second test” to see if your homepage actually works, and provided tips on how to conduct the competitor homepage test. He provided a tactical roadmap for focusing exclusively on high-intent buyer traffic, deploying friction-free CTAs, and using credible, customer-validated proof points while stripping away overcomplication with too much information.