B2B Marketing Podcast

Hosted by B2B Marketing

Business

Website RSS feed

Episodes

224

Latest episode

Jul 2026

Language

About the show

The essential resource for B2B marketers.

Listen to episodes

60 recent

July 29, 202628 min

Episode 223: Bare-Knuckle B2B: Peak martech, AI hype, and the tyranny of the click

In this episode of Bare-Knuckle B2B, our hosts Kavita Singh and Matt Hicks sit down with Fujitsu’s Andrea Clatworthy to ask a blunt question: have we hit peak martech? With 15,000+ vendors, low adoption, and only a fraction of functionality actually used, they dig into why marketers keep getting dazzled by shiny platforms, how to stop treating tech as a crutch for weak strategy, and why clicks, impressions, and other vanity metrics are quietly devaluing marketing in the boardroom. Andrea shares how Fujitsu has deliberately avoided the “mega ABM platform” route, instead using a lean spine of CRM, automation, intent data, and smart agency partnerships to get the outcomes without the bloated stack. They also explore how AI is amplifying both the promise and the problems of martech—from cheap, fractional tools creeping into teams to leaders overestimating cost savings and underestimating the adoption effort. Andrea warns that without a clear strategy, strong skills, and a shared view of what good looks like, AI and martech risk becoming expensive comfort blankets rather than genuine growth drivers especially when marketers are still rewarded for vanity metrics instead of meaningful business impact. If you like this episode, check out our first Bare-Knuckle B2B episode with Harry Davies here: https://www.b2bmarketing.net/podcasts/bare-knuckle-b2b-client-agency-relationship/

July 7, 202623 min

Episode 222: Why Britain is measuring the wrong economy, with B2B Marketing’s James Farmer

In this episode, Kavita Singh sat down with James Farmer, Co-Founder, B2B Marketing & Propolis, to unpack the findings from The B2B Nation Series, Volume One: United Kingdom. James explained why nearly half of UK output is already B2B, why consumer metrics are misleading our understanding of national performance, and how the UK’s true strength lies in exporting trust, expertise, systems, and standards. Together, they explored what this means for B2B marketers operating in an AI-enabled, geopolitically volatile world. You’ll hear why marketing must move from lead generation to strategic intelligence, how AI will make trusted brands more valuable, and why the future CMO will look more like a chief growth strategist than a campaigns lead. If you want to understand where the UK’s real competitive advantage lies, this episode is a must-listen. We also recommend checking out the full report here: https://www.b2bmarketing.net/reports/the-b2b-nations-uk-report/

June 26, 202621 min

Episode 221: High velocity, low spark? Karen Cooper on saving creativity from AI overload

In a world where AI can churn out content at scale, have B2B marketing teams forgotten how to truly create? In this episode, Wolters Kluwer Health’s Director of Marketing Content Experience, Karen Cooper, joins David Rowlands to unpack what happens when high-velocity marketing crushes creative space. She shares what she’s seen across agencies, in-house teams, and multiple industries when goals keep rising, work keeps piling up, and leaders quietly expect AI to “solve it all.” Karen explains why AI should be treated as a research and efficiency partner—not the author of your brand—and how the real competitive edge still lies in human storytelling, judgement, and collaboration. From the hidden costs of burnt-out creative teams to practical ways leaders can design processes, governance, and culture that protect originality, this conversation is a blueprint for marketers who want to move fast without becoming generic. In addition, B2B Ignite takes place on 1 July in London. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite

June 23, 202619 min

Episode 220: Why judgment is your strategic advantage in the age of AI, with Marketbridge and Turtl

As AI takes over more intelligence tasks in B2B marketing, the real competitive advantage is shifting to something deeply human: judgment. In this week's episode of the B2B Marketing Podcast, Richard O'Connor, CEO of B2B Marketing, is joined by two keynote speakers from our upcoming B2B Ignite conference: Fiona McKenzie, President Europe at Marketbridge, and Nick Mason, CEO of Turtl. Together, they explore the shift from a knowledge economy to a judgment economy, and what it means for B2B marketers. The conversation examines how AI can help teams execute at scale while elevating the importance of human qualities such as instinct, taste, and strategic decision-making across content, buying groups, and complex go-to-market motions. The discussion also tackles the realities of "perfect-fit" marketing, why attribution will never be an exact science (and why that's okay), and how CMOs can build the trust needed to secure investment in brand and thought leadership. If you're looking to take ownership of the growth agenda and thrive in what could be a golden age for B2B marketing, this episode offers a practical roadmap. B2B Ignite takes place on 1 July in London. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite

June 19, 202639 min

Episode 219: Agentic AI: What to automate, augment and keep human, with Baringa

In this episode of the B2B Marketing Podcast, Kavita Singh sat down with Adam Bertelsen, AI Workforce Transformation Lead, Baringa to unpack how agentic AI is reshaping the way work gets done and what it really means for B2B marketers. Adam shares cross-industry lessons from sectors like law, financial services, media, and government, revealing the patterns in which tasks AI absorbs first and why creative judgment, brand instinct, and relationship-building still sit firmly in the human camp. Together, they explore the five “human-native” capabilities that matter more as AI matures: translation and judgment, accountability and trust, embodied presence, taste and provenance, and relationship-building. Adam and Kavita also dig into why so many organizations are failing to see real productivity gains from AI, how to move from experiments to strategic value, and why the smartest leaders are treating AI as an operating model shift rather than a tool rollout. If you’re under pressure to prove ROI from AI without sacrificing distinctiveness, this episode is a must-listen. In addition, B2B Ignite will be taking place on 1 July in London. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite

June 11, 202647 min

Episode 218: Bare-Knuckle B2B: Are agencies still worth it? Sage’s Harry Davies on the truth

This week, we kicked off our new series: Bare-Knuckle B2B, a partnership between Lesniak Swann and B2B Marketing. The first episode features Harry Davies, VP of Marketing and Strategy Investment and Effectiveness, Sage as he breaks down the evolving client-agency relationship. Hosted by Matt Hicks, Strategy Director at Lesniak Swann and Kavita Singh, Head of Growth Solutions Content, B2B Marketing, this episode strips away the fluff around the client–agency relationship. They dig into the real value an agency should deliver, and call out red flags like adversarial dynamics, “pitch team vs delivery team” bait-and-switch, and creative ideas that ignore commercial reality. The conversation also explores how AI and knowledge bases can close the information gap between clients and agencies—turning good people into better people rather than just cutting costs. If you’ve ever wondered whether your agency is truly an extension of your team, or how to spot when the relationship is drifting off-course, this episode is for you.

June 9, 202623 min

Episode 217: Rewriting the B2B marketing rules with Nick Mason, CEO & Founder, Turtl

In this episode of the B2B Marketing Podcast, Richard O’Connor, CEO of B2B Marketing, is joined by Nick Mason, CEO & Founder of Turtl, to explore why traditional, lead‑centric B2B marketing models are breaking down and what needs to replace them. They kick off by unpacking Nick’s opening slide for B2B Ignite, drawing parallels between the 1927 Solvay Conference and today’s B2B marketing challenges, and arguing that the classic funnel and MQL mindset are no longer enough. Nick explains why marketers must focus on buying groups, intent signals, and “digital body language” to truly influence complex purchase journeys, and why a shared language between sales and marketing is critical to turning data into decisive action. He closes by calling for a new worldview in B2B marketing - one that’s brave enough to abandon outdated paradigms in order to drive future growth. Hear more at B2B Ignite on 1 July in London, where Nick will deliver his keynote session. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite

June 2, 202613 min

Episode 216: B2B Ignite Teaser: Unlocking the human elements in B2B, with Deliveroo

In this special B2B Marketing Podcast episode, Kavita Singh is joined by Amie Farrell, Global Head of Marketing, Deliveroo for Work, to preview her upcoming session at B2B Ignite. Amie delves into her philosophy that B2B decision-makers are "just like you and me," challenging traditional perceptions and advocating for a more human-centric approach to B2B marketing. She shares insights on how to engage audiences in seemingly less "exciting" industries, discusses staying close to customer needs at Deliveroo Work, and highlights current shifts in effective B2B channels and content. Plus, if you want to know the brands getting it right in the industry, Amie shares a few brilliant examples. This episode offers a compelling glimpse into the critical topics Amie will explore further at our B2B Ignite Conference on July 1st in London, inviting marketers to uncover valuable strategies for authentic connection and dispelling common misconceptions. Attend B2B Ignite to unlock Amie’s full session and many more B2B marketing insights. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out.https://events.b2bmarketing.net/b2bignite

May 29, 202632 min

Episode 215: The missing link between creativity and commercial impact, with Omne

In this week’s episode of the B2B Marketing Podcast, in association with Omne, Kavita Singh sits down with the ‘UK Agency of the Year’ to explore the tension between creativity and commercial impact. Joined by Anna Massey, Strategy Director at Omne, and Andrew Green, Creative Director at Omne, the discussion unpacks what commercially effective creativity really looks like in practice. From the mistakes B2B marketers make in brand and demand generation to the challenges of uncovering and applying insight, this episode is essential listening for marketers looking to drive stronger commercial results. The team also explores what an effective partnership between strategy and creative teams should look like, the biggest hurdles in measurement, and the thinking behind Omne Connect — a platform built specifically for the foodservice and away-from-home sectors. Want more? Omne will also be highlighting its ‘UK Agency of the Year’ win in a brand-new case study, released on June 4.

May 26, 202618 min

Episode 214: AI won’t fix your GTM: Why you need a systems-thinking CMO, with Marketbridge

In this week’s episode of the B2B Marketing Podcast, Richard O’Connor, CEO, B2B Marketing is joined by Fiona McKenzie, President, Europe, Marketbridge to tease her upcoming keynote session at B2B Ignite. This week, Fiona joins us to explore why AI alone won’t fix your go-to-market (GTM), and why the real unlock is a systems-thinking CMO. We dive into GTM as a true growth operating system, spanning marketing, sales, product, data, and technology, all while examining how AI is both accelerating innovation and exposing silos, fragmented data, and broken processes. She also shares practical steps for CMOs and marketing managers to move from reactive, campaign-centric activity to proactive, growth-driving initiatives that challenge long-held assumptions and bring sales and marketing closer together. Like this week’s episode? B2B Ignite will be taking place July 1st, 2026. B2B Ignite is your espresso shot of real-world marketing perspectives. Listeners to the podcast can save 20% on their ticket to B2B Ignite 2026 – simply enter the discount code PODCAST when prompted at check out. https://events.b2bmarketing.net/b2bignite