Back2Brave Podcast

Hosted by Babel PR

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Aug 2026

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A regular show investigating issues affecting the tech sector from a B2B PR and marketing stand-point. Brought to you by Babel.

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54 recent

August 6, 20261 hr 3 min

B2Human: Why B2B Marketing Needs to Get Personal

B2Human Marketing, Brand Transformation, and Proving Value - with Sarah Roberts of Boldyn Networks Ash Lockett hosts Babel’s Back to Brave podcast, welcoming guest, Sarah Roberts, a top marketing leader and former Global CMO of Boldyn Networks, discussing how to champion a B2Human mindset in B2B by focusing on customers’ ambitions, fears, and motivations, alongside their product requirements. Roberts explains, combining research, internal stakeholder input, and iterative customer dialogue to shape messaging, especially across M&A, where Boldyn unified multiple businesses under a single purpose (centered on an interconnected future). She describes bringing teams along on the rebrand journey, using AI-generated imagery to create a distinctive visual identity that also built credibility with engineers, while noting AI’s limits for repeatable style and originality. Roberts outlines the “grit work”, that marketing leaders can't avoid, as piloting foundational initiatives to build trust and gain internal advocates. She also details aligning marketing metrics to business strategy, by moving from vanity metrics to value metrics tied to true revenue outcomes. 00:00 Welcome and Guest Intro 00:45 Sarah Roberts Background & Bio 02:04 What B2Human Means 04:48 Finding Human Insights 08:38 Listening and Iteration 09:43 Unifying Brands After M&A 12:56 Rebrand Change Management 17:09 Engineers and AI Credibility 22:12 Brand Versus Performance Trap 23:16 Grit Work and Pilots 27:16 Turning Naysayers Into Champions 30:32 Measuring Brand Value Metrics 35:42 Brand Metrics Beyond Campaigns 38:04 Dashboards to Business Alignment 39:21 Sales Marketing Metric Handoffs 42:16 AI Visual Identity Experiment 48:25 Originality Trust and Human Edge 53:26 Implementing AI Without Tool Sprawl 57:35 Quickfire Bravery Takeaways 01:01:23 Create Value Without Permission 01:03:38 Closing Thoughts and Thanks Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

June 9, 202639 min

#53 The Mental Av-AI-lability Matrix

Timestamps 0:00 - 1:21: Introduction to the podcast and guest Andrew White, detailing Sapio Research's focus on B2B and tech audience and brand research. 1:22 - 6:57: Ash introduces the Mental Availability Index and discusses the growing reliance on AI in B2B purchasing, highlighting the debate on whether brands should optimize for human memory or machine recommendation. 6:58 - 10:56: A breakdown of the research methodology, which included surveying 400 UK and US B2B tech decision-makers and auditing various LLMs to rank top brands. 11:08 - 15:05: Key findings on buyer habits: 87% of buyers still choose familiar vendors, but a staggering 32% of those choosing net-new vendors use AI tools for discovery. 15:06 - 22:33: Exploring the four brand quadrants: Titans, Algorithmic Disruptors, Sleeping Giants, and The Untapped. Ash and Andrew discuss how broad product portfolios from larger brands can cause "algorithmic dilution". 22:34 - 27:53: Best practices for conducting brand research, including the importance of using problem-specific questions over general ones, and the ideal frequency for tracking brand changes. 27:54 - 32:14: Tips for creating unique thought-leadership research by finding the intersection between audience interest and brand attributes. Andrew explains why specific AI centric use-cases perform better than generic AI surveys. 32:15 - 39:58: Advice on securing robust sample sizes (recommending a minimum of 400 for B2B) and ensuring audience representation. Andrew highlights common pitfalls to avoid, such as self-serving or rushed questionnaires, while Ash advocates for including "joker questions" to uncover unknown data points. 39:59 - 44:11: Final actionable tips on being bold with research methodologies, such as using monetary data extrapolations and maturity models to properly educate audiences. Read the full Mental Av-AI-lability Index HERE. www.babelpr.com www.sapioresearch.com Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

March 24, 20261 hr 2 min

#52, The G in GEO Stands for Generosity

In this episode, we cover: Defining AI Search: Why GEO is just an extension of good SEO, and why Google still owns 90% of the search market. Tracking the AI Traffic: Practical advice on setting up GA4 custom reports to track exactly how much traffic and how many conversions are coming from ChatGPT and Gemini. The Death of the Gated PDF: Why hiding your thought leadership behind forms, or inside PDFs, is akin to telling AI bots (and buyers) to ignore you. Proving Your Expertise (E-E-A-T): How to structure your website, case studies and testimonials so that AI models trust your brand enough to recommend you. Links & Resources: Read Babel’s Brave Benchmark AI Audit Connect with Ash Lockett on LinkedIn Connect with Alice Widger on LinkedIn Connect with Kyle Rushton Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

February 19, 202621 min

#51, Bravery In Tech Communications

Jenny Mowat, CEO of Babel, launches Babel’s 2026 Bravery series on the Digital Communicators Podcast, focused on what “bravery choices” mean for B2B brands. She is joined by Sophie Hodgson, Communications Director at Cisco, who discusses how bravery can range from simply getting out of bed to voicing the “elephant in the room” in meetings, emphasising “progress, not perfection.” Sophie shares a personal example of posting “my name is Sophie, and I have ambitions,” and reflects on how being a “yes person” can backfire when issues arise later. She outlines her career path from studying public relations at Bournemouth University, working in agencies, moving into tech PR, then going in-house at Cloudera during the pandemic, which helped her understand internal approval processes, before joining Cisco. Sophie explains the importance and difficulty of saying no as a people pleaser, reframing no as the start of a new conversation, and highlights guidance from coach Alison O’Leary on not over-validating a refusal. She recounts advice from Susan Space at Cloudera about only apologising when necessary, and references Mel Robbins’ “Let Them” framework as a tool for letting go of draining pressures. On managing demands, she describes protecting her peace by delaying checking messages in the morning, inspired by CEO Charles Sweeney’s approach of aligning messages to daily goals, and notes the constant expectation of instant replies. On AI, Sophie argues increased automation will make communications “more human,” citing Petri (SVP and GM for Splunk EMEA), and says audiences increasingly value authentic, less-produced content. She describes AI as useful for research, summarising documents, identifying trends, and journalist targeting, while warning about bias, limitations, fact-checking, and confidentiality; she notes Cisco provides AI courses to build awareness. Sophie also explains how global comms should keep a consistent core message while adapting tone and storytelling to local contexts and political environments. Her advice for ambitious communicators includes being curious, reading the news, asking questions, shadowing other functions, trusting your gut, and “talking truth to power,” echoing Cisco’s CCO Steve’s message to be truth tellers. Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

February 17, 202622 min

#50, The Art of Storytelling and Integration in PR and Comms

Jenny from Babel hosts the Back2Brave Podcast with guest Emily Wearmouth, Director of Content and Communications at cybersecurity company Netskope and host of the Security Visionaries podcast. Emily describes entering tech PR accidentally, how her work evolved from press-centric PR into broader content ownership, and why PR is often treated as an “awkward child” within integrated marketing because it cannot be as self-promotional. They discuss separating the corporate “story” from the act of “storytelling” to diagnose challenges, arguing that splitting PR and marketing narratives creates inconsistent messaging for buyers. Emily shares examples at Netskope, including the global “Bringing Balance” campaign on how CISOs balance risk and innovation and the follow-on “Crucial Conversations” campaign focused on CIO engagement with CEOs, emphasizing internal adoption by proactively involving teams across the organization, expanding channels (web, social, events, podcasts, press, paid media), and improving collaboration year over year. They cover practical execution issues such as shifting timelines due to Netskope’s IPO quiet period, the role of paid versus earned media, and measuring success using business-recognized metrics like share of voice and generating net-new C-level contacts in specific geographies while tracking content touchpoints in pipeline. Emily highlights cultural and operational tips—being collaborative, crediting others, and using shared project tools like Asana—and argues that long-term separation of sales, marketing, PR, and digital reduces economies of scale and confuses customers. Looking ahead, they predict continued strategic alignment around a simplified corporate narrative, with specialists still owning channels or audiences, and conclude that consistency across all channels requires building a story that works for every function and involving stakeholders early so they become storytellers. Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

March 6, 202538 min

#49, Cutting through the noise in cybersecurity PR with Dan Raywood, Senior Editor at SC Media UK

From AI and data breaches to business resilience, there's a lot of noise in the cybersecurity news cycle. Every cybersecurity provider wants to be heard, and every threat feels critical. That's a challenge for any B2B cybersecurity vendor looking for exposure. What do journalists actually want to hear from you? On the latest episode of the Digital Communicators Podcast, prolific UK cybersecurity journalist and former analyst Dan Raywood shares his insights with Babel PR based on his two decades of experience in covering the beat. Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

November 26, 202431 min

#48, How to hijack the news as a B2B tech vendor with Suzie Evershed, Corporate Communications, Secureworks

You're a tech vendor. A story just broke that you could provide valuable insight on. But how do you hijack the news? Tune into the conversation between Jennifer Mowat, CEO at Babel PR, and Susie Evershed, Corporate Communications EMEA at Secureworks, as they dig into questions like: - What do journalists want to hear? - What would add value to the conversation? - Is it always about being the first to the punch? - What do you if your comment doesn't get picked up? Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

September 25, 202414 min

#47, Nadine Hawkins, Editor Capacity Media

In this episode, Babel's Senior Director, Paul Campbell, sits down with Nadine Hawkins, Editor at Capacity Media, to discuss Capacity Europe, the leading telecoms event in London focused on "Keeping the World Connected." They explore key themes and trends shaping the event, highlight the industry's top players in attendance, and offer insights on how to effectively engage with the media around this major gathering. Tune in for an inside look at what’s happening at one of the most important telecoms events of the year. Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

July 30, 202419 min

#46, Philip Benton, Principal Fintech Analyst, Omdia

According to Babel’s B2B Tech Comms Barometer, the single most influential channel for B2B tech buyers is analyst industry reports, with 58 per cent of IT decision-makers relying on them for influencing and making purchasing decisions. In this episode Babel director Simon Coughlin speaks with Philip Benton, Principal Fintech Analyst at Omdia. Philip talks about some of the hot topics he is focusing on, including open banking and digital identity, as well as what fintechs need to offer when speaking with analysts. Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.

June 13, 202425 min

#45, James Pearce, editor, TechInformed

Declan speaks with TechInformed editor James Pearce, who provides insight into launching a new publication during the pandemic and current content trends. Back2Brave is the podcast from Babel: the agency for B2B tech brands ready to move faster. We combine 20 years of deep sector insight with integrated creative strategies to help clients navigate risk and standout in crowded markets. With Babel, it’s safe to be brave. Visit us at www.babelpr.com.