Spotlight on B2B Marketing

Karen Lloyd
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  • Marketing
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Welcome to Spotlight on B2B Marketing.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. Listen as we uncover the strategies, insights, and success stories where marketing has helped to drive revenue, innovation, and growth in the exciting B2B space.

  1. Why You Must Prove Your Value or Lose a Seat at the Table as a B2B Marketer with David Rowlands

    9. Juni

    Why You Must Prove Your Value or Lose a Seat at the Table as a B2B Marketer with David Rowlands

    The pressure on B2B marketers to prove commercial value has been building for years. But what does it actually take to step up, earn a seat at the board table, and lead marketing as a genuine revenue driver? In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by David Rowlands, Head of Product at B2B Marketing, providers of Propolis, the go-to community and intelligence platform for B2B marketers globally. Propolis has spent hundreds of hours in real conversations with senior B2B marketers to understand what is keeping marketing leaders up at night, and the result is a framework they call the Commercial Marketer. David shares the research behind that framework, what the six skills of a commercial marketer actually are, and why financial acumen is the single widest gap holding B2B marketers back right now. He also gives a direct assessment of what the next 12 months hold: two paths, and a clear warning about what happens to those who sit still. What You'll Learn in This Episode: ✔️ Why the pressure on B2B marketers has reached a critical mass and what is driving it ✔️ What the commercial marketer framework is and why it matters now ✔️ The six skills every B2B marketing leader needs to operate as a commercial function ✔️ Why AI amplifies a poor strategy as easily as a good one ✔️ How the best marketers are using AI to rebuild their function, not just produce more content ✔️ The two paths marketers face in the next 12 months and what each one means for your career Find out more about Propolis and connect with David on LinkedIn About the Host: Karen Lloyd is the host of Spotlight On B2B Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs of the current market, contact Karen at karen@armstronglloyd.co.uk Connect on LinkedIn: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    32 Min.
  2. How to Stand Out When Every Competitor Sounds the Same with Chrissie Bardwell

    19. Mai

    How to Stand Out When Every Competitor Sounds the Same with Chrissie Bardwell

    In a world flooded with AI-generated content, click-through rates are falling and every brand is starting to sound the same. So what actually cuts through? In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Chrissie Bardwell, Global Vice President of Marketing Strategy at Aveva, to explore why experiential marketing is having its moment right now and what B2B marketers can do about it. Chrissie draws on her background in omnichannel retail analysis and enterprise B2B marketing to make the case for putting real-world human experience back into the marketing mix. This is not about ditching AI. It is about understanding where human connection still wins and building a strategy that uses both. What You'll Learn in This Episode ✔️ Why experiential marketing is rising as a direct response to AI content saturation ✔️ How post-COVID consumer behaviour has shifted the way B2B buyers expect to be engaged ✔️ What B2B marketers can learn from retail brands like Apple, Nike and Hermes ✔️ How Aveva built its Porsche Formula E partnership around shared values and customer experience ✔️ How to build a commercial business case for experiential marketing using pipeline data ✔️ The KPIs that actually matter when measuring experiential activity ✔️ Why human creativity and distinctive brand identity are becoming a competitive advantage in an AI-saturated world Whether you are a marketing leader trying to differentiate in a crowded market, a business leader wondering whether experiential activity is worth the investment, or a CMO looking for a fresh perspective on the AI and human balance, this episode is for you. Connect with Chrissie on LinkedIn About the Host: Karen Lloyd is the host of Spotlight On B2B Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs of the current market, contact Karen at karen@armstronglloyd.co.uk Connect on LinkedIn: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    31 Min.
  3. The Problem With AI Marketing Is Not The Tech, It’s How We Talk About It with Stephen Christou

    5. Mai

    The Problem With AI Marketing Is Not The Tech, It’s How We Talk About It with Stephen Christou

    Most AI companies think they have a positioning problem. They don't. They have a translation problem. In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Stephen Christou, a B2B marketing leader with experience across HPE, TIBCO, and Cohesity, who has spent the last year building a repeatable demand engine inside an early-stage AI company. From navigating the AI adoption gap to rethinking how buyers discover products, Stephen shares what he learned on the ground about why buyers stall and what marketing can do about it. What You'll Learn in This Episode: ✔️ Why the AI adoption gap is the defining challenge for B2B marketers right now ✔️ How to turn complex AI capability into narratives buyers can actually absorb ✔️ Why broad transformational positioning is losing deals and what to do instead ✔️ How AI SEO is changing the way buyers discover products ✔️ Why your ICP is your anchor when the market is changing weekly ✔️ How to help buyers make the internal case upward to budget holders ✔️ The difference between AI that transforms organisations and AI that augments individuals ✔️ What senior marketers need to focus on to stay commercially relevant Whether you're marketing an AI product and trying to cut through the noise, or a business leader trying to understand why buyers keep stalling, this episode is essential listening. Connect with Stephen: linkedin.com/in/stephenchristou About the Host: Karen Lloyd is the host of Spotlight on B2B Tech Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs or the current market, contact Karen at karen@armstronglloyd.co.uk Connect on LinkedIn: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    33 Min.
  4. Sink or Swim: Why Standing Still is No Longer a Strategy for B2B Marketers with Pavneet Syan

    21. Apr.

    Sink or Swim: Why Standing Still is No Longer a Strategy for B2B Marketers with Pavneet Syan

    The pace of change in business has never been faster. AI is reshaping entire industries, macroeconomic pressure is intensifying, and organisations that aren't experimenting now will start to feel it in six, twelve, eighteen months' time.  In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Pavneet Syan, Marketing Director at Capita's AI organisation, to explore what it really takes to lead transformation inside large, established businesses. From navigating resistance to building a human-first change strategy, Pavneet shares the practical thinking behind making change stick at pace.  What You'll Learn in This Episode:  ✔️ Why AI acceleration and macroeconomic pressure are compounding forces, not separate challenges  ✔️ Why a human-first approach is the foundation of effective change leadership  ✔️ How to communicate an AI-first vision to stakeholders at every level of knowledge  ✔️ What it means in practice to become an AI-first BPO and how Capita is doing it  ✔️ Why change is never "done" and how to build for longevity while moving at pace  ✔️ How to build a knowledge base that doesn't walk out the door when people leave  Whether you're a marketing leader navigating a transformation project, or a business leader trying to understand why change feels so hard to embed, this episode is essential listening.  Connect with Pavneet: linkedin.com/in/pavneet-syan About the Host: Karen Lloyd is the host of Spotlight On B2B Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs of the current market, contact Karen at karen@armstronglloyd.co.uk Connect on LinkedIn: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    25 Min.
  5. Why "Professional" Content Is Killing Your Engagement with Xandrina Allday

    30. März

    Why "Professional" Content Is Killing Your Engagement with Xandrina Allday

    Most B2B brands are trying to look professional on social media. But in doing so, many are becoming invisible. In this episode, host Karen Lloyd is joined by Xandrina Allday, social media strategist and founder of Allday Marketing, to explore why social media is one of the most underutilised commercial drivers in B2B, and what it actually takes to make it work. From platform selection and the LinkedIn algorithm update, to cold DM strategy and employee-generated content, Xandrina shares a practical, no-nonsense playbook for B2B brands who are ready to stop playing it safe. What You'll Learn in This Episode: ✔️ Why corporate tone is costing B2B brands trust, engagement and pipeline ✔️ How to align your social media activity with real business goals, not vanity metrics ✔️ The process for choosing the right platforms based on your ICP ✔️ Why Instagram can be a powerful lead generation tool for B2B and how to use it ✔️ The ManyChat comment-to-DM tactic that converts social followers into email leads ✔️ What LinkedIn's 360 Brew algorithm update means for your content and profile ✔️ How to build a cold DM strategy that actually gets responses And in B2B, where trust, relationships, and credibility matter most - that human layer isn't optional. Connect with Xandrina Allday: LinkedIn: linkedin.com/in/socialmediatips/ Website: alldaymarketing.co.uk About the Host: Karen Lloyd is the host of Spotlight on B2B Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs or the current market, contact Karen at karen@armstrongloyd.co.uk  Connect on LinkedIn: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    42 Min.
  6. What Happens When You Hire Your First True Marketing Leader with Joe Walker & Victoria Wilson

    17. März

    What Happens When You Hire Your First True Marketing Leader with Joe Walker & Victoria Wilson

    Many growing businesses reach a tipping point where ad hoc campaigns and word of mouth simply are not enough. But knowing when and how to make that first senior marketing hire is harder than it sounds. In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Joe Walker, Head of Global Marketing, and Victoria Wilson, HR Director at Panorama Antennas, to explore what really happens when a business brings in its first true marketing leader. From recognising the triggers for the hire to transforming a fragmented, sales-driven function into a strategic growth engine, Joe and Victoria offer a candid and practical first-hand account of the journey. From calibrating the right level of hire to building a data-driven, full-funnel marketing function, this episode is packed with actionable insights for founders, business leaders, and marketing professionals alike. What You'll Learn in This Episode: ✔️ How to identify the right moment to hire your first senior marketing leader ✔️ The key criteria for finding someone who can balance strategy with hands-on execution ✔️ What changes when marketing shifts from a support function to a strategic partner ✔️ Why emotional intelligence and cultural fit matter as much as technical skill ✔️ How a new marketing leader should approach their first weeks, listening before acting ✔️ The power of HR and marketing collaborating on employer branding ✔️ What the Great Place to Work accreditation is and why it drives commercial value Whether you are a founder considering your first senior marketing hire, an HR leader navigating the process, or a marketing professional stepping into a new organisation for the first time, this episode will give you a practical framework and the confidence to get it right. Connect on LinkedIn with: Joe: https: linkedin.com/in/joewalker Victoria: linkedin.com/in/victoria-wilson Karen: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    34 Min.
  7. How To Stop the Blurred Lines Between Sales, Marketing and Product with Louise Early

    24. Feb.

    How To Stop the Blurred Lines Between Sales, Marketing and Product with Louise Early

    Sales are asking what marketing is doing. Marketing is questioning where sales are focusing. Teams operating in silos instead of segments. Sound familiar? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Louise Early, Marketing and Commercial Director at Navtech Radar, to explore how she is tackling that challenge head on. By building segment teams where sales, marketing and product work together, aligned to the same market focus and success metrics. With a career spanning engineering, field sales, product management and strategic marketing, Louise brings a rare end-to-end perspective on what it actually takes to make these functions work as one. What You'll Learn in This Episode: ✔️ Why frontline sales experience shapes stronger, more empathetic marketers ✔️ How to implement true segmentation — not just talk about it ✔️ What a segment team model looks like in practice ✔️ How to define shared KPIs built by the team, for the team ✔️ Why curiosity is the most important hire criterion in technical B2B ✔️ The real risks of duplicating capability in a segment model ✔️ Where AI fits in — and where to be cautious If you are leading marketing in a technical or engineering-led business, this one is for you. Connect with Louise on LinkedIn: linkedin.com/in/louiseearly/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    25 Min.
  8. How To Lead a Rebrand With Reduced Budgets During An Economic Downturn with Angela Brown

    10. Feb.

    How To Lead a Rebrand With Reduced Budgets During An Economic Downturn with Angela Brown

    How do you lead a full rebrand, restructure a global marketing team, and compete with better-funded rivals — in the middle of an economic downturn? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Angela Brown, Chief Marketing Officer at NCC Group, to share her truly inspirational journey. Angela joined the business in January 2023, just as the macroeconomic turndown started, but since then has delivered a complete brand transformation while working with challenging budgets. From navigating profit warnings to restructuring a global team across multiple disciplines, Angela offers unfiltered insights that marketing leaders can implement when facing their toughest challenges. This is real experience from a CMO who actually did it. What You'll Learn in This Episode: ✔️ How to execute a complete rebrand during a profit warning and budget cuts ✔️ Why decision-making by committee kills rebrand projects and what to do instead ✔️ How to restructure a global marketing team from regional silos to a unified function ✔️ The secret to competing against better-funded competitors without matching their budgets ✔️ How to balance internal and external communications during massive organisational change ✔️ The mindset shift required to move from digital-heavy to relationship-driven marketing Whether you're leading a rebrand in uncertain times, competing with companies that can outspend you, or rebuilding a marketing team through a restructure, this episode is packed with practical takeaways from a CMO who successfully navigated all three challenges. Connect with Angela on LinkedIn: linkedin.com/in/angelabrowncmo/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ We're partnering with B2B Ignite again in 2026 and are delighted to offer a 25% discount to our network - just use the code ARMSTRONGLLOYD at checkout. https://events.b2bmarketing.net/b2bignite/ 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

    34 Min.
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Welcome to Spotlight on B2B Marketing.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. Listen as we uncover the strategies, insights, and success stories where marketing has helped to drive revenue, innovation, and growth in the exciting B2B space.

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  • Erstellt von
    Karen Lloyd
  • Jahre aktiv
    2024 - 2026
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