The Engine Room

Prime Creative Media
  • 5.0 (1)
  • Marketing
  • Updated Fortnightly

The Engine Room is where the thinking behind high-performing B2B marketing comes to life. Hosted by CEO Christine Clancy and Head of Sales & Marketing Laura Pearsall, the podcast explores the ideas, trends and real-world strategies shaping the future of B2B marketing. Backed by insights from Prime Creative Media's audiences, campaigns and industry research, each episode unpacks what's working right now – and what's not. If you're a B2B marketer looking for practical insights, smarter thinking and a clearer view of where the industry is heading, this is your inside track.

Episodes

  1. 3 Aug

    How do I measure ROI on content?

    In this episode of The Engine Room, Laura Pearsall and Christine Clancy explore one of the most common questions in B2B marketing: how do you actually measure the ROI of content?   Laura and Christine unpack why content should be measured through its influence rather than immediate lead generation, how trusted and authoritative content is becoming even more important in an AI-driven world, and what marketers should be tracking instead of vanity metrics.   They also discuss the rise of answer engine optimisation (AEO), the role of AI tools like ChatGPT and Copilot in the buying journey, and why strong content is now a competitive necessity.  If you've ever struggled to justify content investment or explain its value to management, this episode offers a practical framework for thinking about content ROI in a way that reflects how modern B2B buyers actually make decisions.  What should we measure instead?    Measure influence, not just leads   Track trust and credibility signals   Growth in returning audiences    Higher engagement in trusted environments    Increased brand search and recall

    How do I measure ROI on content?

  2. 22 July

    Does lead generation still matter in B2B marketing?

    In this episode of The Engine Room, Laura Pearsall and Christine Clancy tackle a topic that continues to dominate conversations with B2B marketers in 2026: lead generation. While the industry has spent years debating brand versus performance, businesses are still asking the same question – how do we generate more leads and build pipeline?   Laura and Christine explore why lead generation remains a commercial priority, why buyers are actively searching for suppliers in trusted industry environments, and why traditional digital lead generation tactics are becoming less effective. They also discuss the role trust, credibility and trade media play in generating higher-quality leads that convert.  If you're under pressure to deliver pipeline, this episode provides a practical perspective on what actually works in modern B2B marketing.  Episode Outline  Lead generation remains central in B2B marketing because pipeline growth is still a core business need The best opportunities come from reaching buyers who are already in research mode, not interrupting disengaged audiences Generic digital channels are getting harder for quality lead gen – specialist media environments are key Lead quality is more important than volume and is tied to buyer intent, trust, and context   Brand-building improves lead-generation performance rather than competing with it The most effective campaigns educate first, establish credibility, and then capture demand Campaign of the week  Our Campaign of the Week comes from Datascape, who run an annual marketing campaign in Council, which includes lead generation  The campaign featured:   Premium print placements, including inside front cover advertising  High-impact digital placements, including website leaderboards  Enewsletter banner advertising  Insight-led content designed to position the brand as a trusted expert  Culminating in a lead generation asset focused on residents' attitudes to digitisation in local government which generated strong results from Council's audience of local government decision makers

    Does lead generation still matter in B2B marketing?

  3. 6 July

    Why your marketing numbers don't always match (and what's really going on)

    Why don't your marketing numbers ever match – and should they?  In this episode of The Engine Room, Laura Pearsall is joined by Prime Creative Media's Head of IT, Chris Forrest, to unpack one of the biggest frustrations in modern marketing: reporting.  From mismatched analytics dashboards to bots, autoclick traffic and attribution gaps, this episode takes a behind-the-scenes look at how marketing data actually works – and why chasing perfect numbers might be holding you back.  If you've ever questioned your campaign reports (or your sanity), this one's for you.  Campaign of the week  Our Campaign of the Week comes from Specsavers, a long-term client across Australia's leading publication for opthalmic professionals, Insight.  The campaign features:  Education-led content through the "Specsavers Stories" series  Supported by premium print, digital and enewsletter placements  It's a really strong example of:  Building trust over time  Using a highly targeted, trusted environment  Prioritising brand and influence over short-term metrics  It's also a great reminder that not everything that works in B2B marketing shows up neatly in a dashboard!  Resources & links  Digital marketing reporting: why the numbers don't always match:  https://www.primecreative.com.au/digital-marketing-reporting-why-the-numbers-dont-always-match/  Recent "Specsavers Stories":  https://www.insightnews.com.au/specsavers-stories-lisa-ogi/  https://www.insightnews.com.au/specsavers-stories-shray-kamath/  https://www.insightnews.com.au/specsavers-stories-song-jin-loh/  YouTube link: https://youtu.be/opoUWBEMwh8

  4. 1 June

    What are the fundamentals of B2B marketing?

    In this episode of The Engine Room, Christine Clancy and Laura Pearsall go back to basics, breaking down the five core principles that underpin high-performing B2B marketing.  From educating buyers and navigating long sales cycles to building relationships, brand and choosing the right channels, this episode explores what marketers need to get right before chasing tactics.  Grounded in real-world experience and campaign insights, this is a practical guide to building B2B marketing that actually drives results.   In this episode, we cover:  Why B2B marketing is different  The five fundamentals of B2B marketing  Education is paramount   Long sales cycles and multiple decision makers  Relationships drive sales  Brand and share of voice matter  Communication channels are critical  Campaign of the week  Our Campaign of the Week for this episode is Jenike and Johanson's campaign about their Selective Heat Ore Technology across Australian Bulk Handling Review and Australian Mining.  The campaign features:  Education-led content (technical, insight-driven articles)  Always-on presence (multi-month campaign across print and digital)  Integrated channels (print, enewsletters, website, social)  Culminating in a front cover feature to drive impact and brand visibility; as well as an EDM campaign that exceeding everyone's expectations!  Resources & links  Download the full Five Fundamentals whitepaper:  https://www.primecreative.com.au/the-five-fundamentals-of-b2b-marketing/  Jenike's front cover campaign in ABHR:   https://issuu.com/primecreativemedia-2016/docs/australian_bulk_handling_review_may_2026  The Dangers of Going Dark in Marketing:   https://www.primecreative.com.au/the-dangers-of-going-dark-in-marketing/  https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/when-the-going-gets-tough-the-tough-dont-skimp-on-their-ad-budgets/  https://www.kantar.com/north-america/inspiration/advertising-media/the-dark-side-of-media-going-dark-and-its-impact-on-brand-health

  5. 18 May

    What really drives B2B buying decisions in 2026?

    In the first episode of The Engine Room, Christine Clancy and Laura Pearsall unpack insights from Prime Creative Media's latest reader survey, exploring how today's B2B buyers are researching, evaluating and making purchasing decisions. Drawing on responses from 856 decision-makers across nine industries, this episode dives into the key shifts shaping B2B marketing – from the growing importance of trust and credibility to the demand for proof-led content and multi-channel engagement. If you're responsible for marketing, sales or growth in a B2B environment, this episode will help you better understand what buyers really think – and what it takes to influence them. In this episode, we cover:  The state of B2B buying in 2026  Trust as the new currency  Buyers wanting proof over promotion  Multi-channel influence is critical  Consistency builds results  One-size-fits-all doesn't work  Campaign of the week  Our Campaign of the Week for this episode is from Bosch Professional Power Tools, highlighting their Electrical Testing Tools via The Tradie.  It's a great example of:  Case study-led content  Multi-channel amplification (print, video, digital, social)  "Create once, publish everywhere" in action  Featuring real users to build credibility and trust  Resources & links  Download the full reader survey report: https://www.primecreative.com.au/buyer-insights-from-b2b-decision-makers/  Bosch Professional Power Tools Electrical Testing Tools campaign video: https://www.tradiemagazine.com.au/tradie-tough-test-boschs-professional-electrical-meters-and-testers/

  • 5 Episodes

About

The Engine Room is where the thinking behind high-performing B2B marketing comes to life. Hosted by CEO Christine Clancy and Head of Sales & Marketing Laura Pearsall, the podcast explores the ideas, trends and real-world strategies shaping the future of B2B marketing. Backed by insights from Prime Creative Media's audiences, campaigns and industry research, each episode unpacks what's working right now – and what's not. If you're a B2B marketer looking for practical insights, smarter thinking and a clearer view of where the industry is heading, this is your inside track.

Information

  • Creator
    Prime Creative Media
  • Years Active
    2026
  • Episodes
    5
  • Rating
    Clean
  • Copyright
    © 2026
  • Show Website
    The Engine Room