Truth, Lies and B2B Growth

ROMI
  • 0.0 (0)
  • MARKETING
  • UPDATED MONTHLY

Truth, Lies & B2B Growth is the podcast for founders, CEOs and GTM leaders wrestling with the new realities of marketing in complex B2B. Craig and James cut through the hype, call out the lies and share the truth as they see it. Their views come from decades spent leading GTM functions, advising as fractional consultants/CMOs and now running a successful B2B marketing consultancy. Topics include: Modernising marketing; building brand authority; demand generation & HubSpot/CRM/AI

  1. 4D AGO

    SaaS GTM secrets unlocked for complex B2B sales, with Dave Boyce

    In this episode of Truth, Lies & B2B Growth, Craig Taylor sits down with Dave Boyce, a SaaS builder, go-to-market (GTM) operator and long-time PLG advocate. Dave is also the author of Freemium. Together they unpack why SaaS has been forced to modernise GTM faster, and what B2B service firms selling complex deals can steal, adapt and apply right now.Dave’s core point is that we are back at “square zero” as AI reshapes how buyers discover, evaluate and make decisions. Self-serve expectations keep rising, even when the sale is complex and multi-stakeholder. That creates a new standard for speed, clarity, and proof long before a sales conversation.The practical takeaway is not “do more content.” It is to build a measurable GTM system. Dave explains why you need instrumentation and a clear data model across the full Bow-Tie, from first engagement through to impact, renewal, expansion and advocacy. Once you can see how buyers and customers move, you can run focused experiments, double down on what works, and retire what does not.He also shares a useful lens from a private equity conversation: the need for a “Chief Figure It Out Officer.” In other words, drop the arrogance, stay curious, and design the new playbook faster than competitors.Things to look out for: Why SaaS is ahead on modern GTM, and what is transferable to B2B complex sales“Square zero” and how AI is changing discovery and decisioningSelf-serve in complex sales, what it really means in practiceThe Bow-Tie model, and why post-sale is now a growth engineInstrumentation and a GTM data model so experiments are measurableHow to run smarter tests, double down, and kill what is not workingWhere authority now comes from, including third-party proof“Generosity” that converts, using diagnostics, frameworks, and modelsAdvocacy loops that turn customers into pipelineWhat to copy from SaaS, and what to ignore in complex B2B services

    43 min

  2. JAN 12

    When hiring a Fractional CMO makes sense (and when it doesn’t) with Sam Butterworth

    In this episode, we look at the pros and cons of bringing in a Fractional CMO (fCMO) and how to avoid it becoming an expensive hiring mistake. The discussion will help CEOs get clear on what’s really needed. We cover what a good Fractional CMO looks like and when you might be better off hiring a more hands-on marketer instead. Sam and Craig also touch on: • Why CEOs often resist the hard truths in marketing• The pitfalls of fCMO engagements• Why some who try to become fCMOs don’t succeed• How to “hybridise” marketing ops with the right internal/external mix

    35 min

  3. 12/17/2025

    Selling HubSpot to Sales, Service and your Board in 2026: A CMO’s Guide

    In this episode, we explain the genuine value of HubSpot CRM as a unified customer platform and discuss how to effectively position it within your wider business. This podcast will help B2B CMOs get buy-in from Sales and Service Teams to adopt HubSpot as a fully integrated solution. We highlight the core HubSpot benefits, such as data accuracy and AI readiness, while also addressing the common challenges in its implementation and ongoing management.

    30 min

  4. 11/18/2025

    Why legacy B2B marketing strategies are killing your growth

    In this episode of ⁠⁠‪@truthliesb2bgrowth‬⁠⁠ we talk through why growth has plateaued for many B2B firms. We explore the seismic shifts driven by AI and changing buying behaviour, and how they are impacting marketing strategies. Almost overnight, many B2B marketing functions have found themselves stuck in legacy mode. As a result, their tactics are seeing diminishing returns - fewer leads, reduced ROI and less and less impact on pipeline. We’ve made this episode to help CEOs understand what’s happened and what they can do to start playing catch-up. We look at the key external trends, why B2B marketers are struggling and share the modern approaches to marketing that work in the AI-era.In this episode, you’ll learn: The Strategic Shifts: How the dark funnel has made your buyers invisible: LinkedIn, YouTube, Reddit & network communities are where buyers go to educateAuthority and trust has shifted to people, not companies: founders and experts now trump faceless corporate brandsWhy short-term campaigns have given way to long-term programmes: consistent, compounding programmes with constant iteration - aligned to the 95:5 buyer realityHow buyers are self-serving further: which means its key to show up in their research with useful buyer-enablement contentFragmentation gives way to orchestration: CRM-first platforms enable  humans and AI to collaborate with structured and unstructured dataSEO evolves to AEO: optimise for LLMs by building their trust, if you want to be sourced in their answersContent formats shift: prioritise short-form video, podcasts and peer insights where buyers actually consume themWebsites become buyer-enablement hubs: offer assessments, ROI tools, demos and interactive or conversational experiences personalised to each visitorGeneric outbound loses impact: switch to precision, signal-based engagement powered by CRM and AICRMs become smart and AI-enabled: auto-enrich data, surface real-time intent and drive hyper-personalised outreach at scale The Tactical Shifts: SEO evolves to AEO: optimise for LLMs by building their trust, if you want to be sourced in their answersContent formats shift: prioritise short-form video, podcasts and peer insights where buyers actually consume themWebsites become buyer-enablement hubs: offer assessments, ROI tools, demos and interactive or conversational experiences personalised to each visitorGeneric outbound loses impact: switch to precision, signal-based engagement powered by CRM and AICRMs become smart and AI-enabled: auto-enrich data, surface real-time intent and drive hyper-personalised outreach at scale

    40 min

  5. 08/15/2025

    How thought leadership wins attention, trust and business with Nic Peck

    In today’s episode we are joined by Nic Peck of Coleman Parkes to discuss their recent thought leadership survey. We explore how thought leadership has evolved far beyond brand building into a direct revenue driver. Nic walks us through the specific strategies that distinguish high-performing content from the "sea of sameness" that characterises much of today's B2B content landscape. Things to look out for: 00:00 The Importance of Thought Leadership in B2B Tech 03:09 Insights from the Thought Leadership Survey 06:01 The Role of Thought Leadership in Decision Making 08:30 Creating Relevant and Action-Oriented Content 11:05 The Seven Pillars of Effective Thought Leadership 16:47 The Future of Thought Leadership in B2B 21:34 Harnessing Insights for Personalization 26:21 Aligning Content Across the Buyer Journey 32:09 Identifying White Space in Thought Leadership 36:30 The Role of AI in Thought Leadership 42:08 Key Takeaways for Thought Leadership Success If you want to explore the research for yourself: https://www.colemanparkes.com/thoughtleadership If you wish to contact Nic via LinkedIn: https://www.linkedin.com/in/nicolapeck/

    45 min

  6. 07/11/2025

    Why it's so important to understand your buyer journey

    In this episode, we explore how to effectively blend digital engagement with human-led interactions throughout complex B2B sales processes. We discuss common problems when companies rely too heavily on digital-only or human-only approaches, the importance of mapping buyer journeys, and practical strategies for timing transitions between digital tools and sales team involvement to reduce buyer regret and improve our conversion rates. Things to look out for: 00:00 Navigating the B2B Buying Process 00:41 Combining Digital and Human Interactions 01:35 The Importance of Consistency in Messaging 07:55 The Role of Human Interaction in Complex Sales 12:00 The Importance of Combining Digital and Human Elements 15:46 Efficiency vs. Effectiveness in Sales 19:10 Framework for Understanding Buyer Journeys 25:53 Building a Comprehensive Buyer Journey Strategy 26:18 Building from the End: A Strategic Approach 30:55 The Importance of Bridging Sales and Marketing 33:00 Optimizing the Buyer Journey for Success 37:32 Summary

    38 min

  7. 06/16/2025

    The HubSpot ChatGPT deep research connector: What you need to know

    In this episode, we dive into HubSpot's recent announcement of the ChatGPT Deep Research Connector - the first CRM integration that allows ChatGPT to query and analyse your HubSpot data directly. We explore why this integration represents a fundamental shift in how businesses can leverage AI for go-to-market success, while examining the critical security and data quality challenges that come with it. Things to listen out for: 00:00 - Introduction to HubSpot and ChatGPT integration 02:49 - Deep Research Connector: Transforming CRM data utilisation 06:08 - Use cases: Enhancing sales and customer insights 08:46 - Data quality: The foundation of effective AI 11:59 - Security and compliance: Navigating AI risks 15:01 - Cultural shift: Embracing data-driven decision making 18:00 - Practical steps for data readiness 21:14 - Conclusion: The future of AI in B2B sales

    37 min

  8. 06/13/2025

    AI (apparently) has killed B2B marketing. What do we do now?

    From the constant pressure to adopt the latest marketing tech to the overwhelming noise of conflicting advice on LinkedIn, this episode tackles the challenge of marketing faddism head-on. We examine why the "early adopter" mentality often backfires for SME organisations and provide a practical framework for cutting through the b******t to focus on what actually drives results. Things to listen out for: 00:00 - Introduction to B2B marketing challenges 02:49 - Navigating marketing fads and trends 05:47 - The importance of fundamentals in marketing 08:47 - Strategies for effective marketing experimentation 11:58 - Budgeting for marketing innovation1 5:08 - Final thoughts on marketing effectiveness

    19 min
See All (22)

About

Truth, Lies & B2B Growth is the podcast for founders, CEOs and GTM leaders wrestling with the new realities of marketing in complex B2B. Craig and James cut through the hype, call out the lies and share the truth as they see it. Their views come from decades spent leading GTM functions, advising as fractional consultants/CMOs and now running a successful B2B marketing consultancy. Topics include: Modernising marketing; building brand authority; demand generation & HubSpot/CRM/AI

Information