B2B Marketers: Off The Record

Freya Ward & Chloe Addis
  • 0.0 (0)
  • Marketing

For honest, practical conversations about what’s really working in B2B Marketing. Cohosted by Freya Ward and Chloe Addis, in conversation with to top B2B tech marketers, asking 5 questions on strategy, tactics and tough decision making.

  1. 2d ago

    S01E16 - Kerry Guard, MKG Marketing - B2B Marketers: Off The Record

    The conversation covers search visibility optimization, digital ads, marketing operations, and the importance of building brand visibility. It also delves into the evolution of marketing strategies, the impact of AI and LLMs on customer behavior, and the need for customer-centric content creation. The conversation covers the importance of consistent messaging, resource allocation for marketing, the impact of AI on marketing, and the need for a thoughtful approach to positioning and messaging. It also explores the significance of slowing down in marketing and the use of AI in marketing strategies. Takeaways SVO (Search Visibility Optimization) encompasses SEO, AEO, and GEO, and is crucial for brand visibility.Brand building and customer-centric content creation are essential for B2B marketing success in the current landscape. Consistency in messaging is crucialResource allocation for marketing requires careful considerationAI's impact on marketing and the need for a thoughtful approach to positioning and messagingThe importance of slowing down in marketing and the use of AI in marketing strategies Chapters 00:00 Introduction to SVO and Digital Ads03:01 Transitioning to Growth Stage in B2B Marketing04:05 Kerry's Journey into Marketing08:50 The Shift in B2B Marketing Beliefs23:04 Strategic Bets for Marketing Leaders25:56 Building Brand and Content Engine30:47 The Impact of AI and LLMs on Marketing31:27 The Need to Stop Random Acts of Marketing32:30 Consistent Messaging and Resource Allocation33:30 The Impact of AI on Marketing34:25 The Need for Thoughtful Positioning and Messaging46:10 Slowing Down in Marketing and AI Strategies

  2. Sep 7

    S01E15 - Lindsay O'Brien, Pragmatico - B2B Marketers: Off The Record

    Lindsay O'Brien, Head of Marketing at Pragmatico, shares her marketing journey, insights on B2B marketing beliefs, the role of AI in marketing, community and relationship building, and the importance of content strategy and distribution. The conversation delves into the core themes of content marketing strategy, respectful marketing, protecting marketing investments, human expertise in marketing, budget and creativity in marketing, the future of marketing and AI, and practical implementation of AI in marketing. The discussion emphasizes the importance of clear content goals, audience respect, protecting marketers' time and energy, the value of human expertise, the impact of budget constraints on creativity, and reshaping marketing organizations based on AI and buyer behavior. Takeaways Shifting perspective on marketing metricsImportance of community and relationship building Clear content goals are essential for effective content marketing.Respecting audience time and energy is crucial for successful marketing. Chapters 00:00 Introduction to Marketing Journey03:02 Transition to Content Marketing05:58 Shifting Marketing Perspective08:57 B2B Marketing Beliefs11:50 Behavior of B2B Buyers15:02 The Role of AI in Marketing17:47 Community and Relationship Building20:58 Content Strategy and Distribution23:13 Content Marketing Strategy25:53 Respectful Marketing26:28 Content as the Core of Marketing26:55 Protecting Marketing Investments29:31 Human Expertise in Marketing32:23 Budget and Creativity in Marketing35:09 Future of Marketing and AI37:21 Practical Implementation of AI

  3. Sep 1

    S01E14 - Shaunna Campbell, Wistia - B2B Marketers: Off The Record

    The conversation covers the evolution of marketing measurement, the transition from PR to marketing, the role of human behavior, adaptability in marketing strategy, leveraging creator partnerships, the importance of employee advocacy, humanizing B2B marketing, and instant gratification. The conversation also delves into the importance of experimentation in marketing, and the evolution of marketing strategies over time. It emphasizes the need for marketing to be more experimental and less fearful of failure, especially in the current climate of uncertainty. Takeaways Adaptability over consistencyHumanizing B2B marketingEmployee advocacy and authenticity Experimentation is crucial for marketing leaders, especially in the current climate of uncertainty.Marketing should be more experimental and less fearful of failure. Chapters 00:00 Evolution of Marketing Measurement02:30 Transition to Marketing from PR03:44 The Role of Human Behavior in Marketing04:47 Adaptability in Marketing Strategy06:34 Changing Buyer Behavior in B2B08:42 Leveraging Creator Partnerships10:09 The Importance of Employee Advocacy15:33 Humanizing B2B Marketing19:01 Instant Gratification in Marketing19:55 The Importance of Experimentation in Marketing26:37 The Role of AI in Marketing32:27 The Evolution of Marketing Strategies

  4. Aug 24

    S01E13 - Theresa Potratz, InsightFinder AI - B2B Marketers: Off The Record

    Theresa Potratz, Director of Growth Marketing at InsightFinder AI and host of Unhinged History podcast, shares her journey into marketing, the impact of AI on B2B marketing, and the need for alignment between marketing and sales. She emphasizes the importance of protecting ad spend and the need for marketers to be more technical. Theresa also highlights the significance of learning from marketing faux pas and the value of aligning marketing and sales teams. Takeaways Growth Marketing JourneyImpact of AI on B2B Marketing Chapters 00:00 Introduction and Unhinged History Podcast02:35 Getting into Marketing05:11 The Impact of AI on B2B Marketing08:24 Shifts in B2B Buyer Behavior09:42 Alignment Between Marketing and Sales18:59 Protecting Ad Spend24:49 The Future of Marketing30:10 Inviting Kyle Lacey as a Guest31:36 Question for the Next Guest

  5. Aug 17

    S01E12 - Carina O'Brien, Working Mumma & Siemens Mobility - B2B Marketers: Off The Record

    Carina O'Brien, Head of Strategy ANZ at Siemens Mobility, shares insights on B2B marketing and emphasizes the importance of human connection and the strategic plays marketing leaders need to make in the face of technological advancements. The conversation delves into the cost of AI implementation, the value of people in marketing, and the misunderstood perception of marketing.   Takeaways The value of human connection in B2B marketingThe strategic importance of balancing technology and human elements in marketing AI implementation costs must be carefully consideredInvesting in people is crucial for marketing success  Chapters 00:00 Introduction and Background03:08 The Journey into Marketing04:51 Changing Perspectives on AI05:46 Practical Applications of AI11:48 Human Connection in B2B Marketing14:50 Behavioral Shifts in B2B Buyers17:51 Strategic Bets for Marketing Leaders20:58 Balancing Technology and Human Element22:50 The Real Cost of AI23:38 The Cost of AI Implementation29:49 The Value of People in Marketing31:48 Mistakes and Learnings in Marketing35:20 The Misunderstood Value of Marketing42:02 The Complexity of Marketing Strategy

  6. Aug 10

    S01E11 - James O'Flaherty, Span B2B - B2B Marketers: Off The Record

    The conversation covers the introduction to Span B2B, the evolution of B2B marketing, the importance of human connection in marketing, and advice for B2B marketers. The conversation delves into the challenges of success-reporting and storytelling, the dynamics of agency-client relationships, the evolving agency model in B2B marketing and the need for naturalistic communication in B2B marketing. Takeaways Human Connection in B2B Marketing Success reporting and storytellingChallenges for agency dynamicsChapters 00:00 Introduction to Span B2B03:05 Early Career and Entry into B2B Marketing06:03 Evolution of B2B Marketing08:16 Impact of AI on B2B Marketing11:49 Changing Landscape of B2B Buyers14:24 The Role of Branding in B2B Marketing16:35 Strategic Shift in B2B Marketing18:32 The Importance of Human Connection in Marketing21:12 Advice for B2B Marketers22:20 Success Reporting and Storytelling25:05 Challenges in Agency-Client Relationships31:33 The Agency Model and B2B Marketing42:17 Language and Communication in B2B Marketing44:27 Closing Remarks and Recommendations

  7. Aug 3

    S01E10 - Kevin Kapezi, Growthack.io - B2B Marketers: Off The Record

    The conversation covers the transformation of B2B marketing with the rise of AI and SEO, shifts in B2B marketing beliefs, challenges in tracking B2B marketing, changes in B2B buyer behavior, the role of video content in B2B marketing, and content creation and B2B marketing habits. The conversation covers topics such as commercial alignment, the impact of AI on content development, leveraging brand heritage in marketing, challenges in marketing and collaboration, and barriers in marketing and human connection. Takeaways AI and SEO are transforming B2B marketingThe shift towards conversational search and video content in B2B marketing Commercial alignmentSpace for innovation Chapters 00:00 Introduction to Growth Hack IO02:04 The Journey into Marketing04:45 Shift in B2B Marketing Beliefs07:19 Challenges in Tracking B2B Marketing11:25 Changes in B2B Buyer Behavior12:31 Video Content in B2B Marketing16:29 Content Creation and B2B Marketing Habits17:10 Commercial Alignment and Activity18:05 Impact of AI on Content Development23:59 Leveraging Brand Heritage in Marketing26:37 Challenges in Marketing and Collaboration28:07 Barriers in Marketing and Human Connection31:02 Inviting the Next Guest and Closing

  8. Jul 27

    S01E09 - Max Gordon, Tanium - B2B Marketers: Off The Record

    Max Gordon, Director of Campaigns at Tanium, shares insights on B2B marketing, buyer behavior, and the strategic bets marketing leaders should make. He discusses the challenges and opportunities in B2B marketing, the importance of marketing hygiene and the AI/LLM landscape. The conversation covers a range of topics including the impact of AI on future generations, the need to redefine marketing qualified leads (MQLs), the importance of brand investment, and the challenges of attribution in B2B marketing. The discussion also delves into the role of AI in stakeholder translation and the value of simplifying marketing messages for senior executives. Takeaways B2B marketing is not boringBuyer behavior has shifted with the introduction of new channels and a change in patience and consumption habitsMarketing hygiene and the AI/LLM landscape are strategic bets that marketing leaders should focus on in the next couple of years AI's impact on future generationsRedefining marketing qualified leads (MQLs)The importance of brand investmentChallenges of attribution in B2B marketingSimplifying marketing messages for senior executives Chapters 00:00 Strategic Bets for Marketing Leaders23:43 AI's Impact on Future Generations24:12 Redefining Marketing Qualified Leads (MQLs)25:03 Challenges of Attribution in B2B Marketing26:39 Simplifying Marketing Messages for Senior Executives36:48 The Importance of Brand Investment

See All (16)

About

For honest, practical conversations about what’s really working in B2B Marketing. Cohosted by Freya Ward and Chloe Addis, in conversation with to top B2B tech marketers, asking 5 questions on strategy, tactics and tough decision making.

Information

  • Creator
    Freya Ward & Chloe Addis
  • Years Active
    2026
  • Episodes
    16
  • Rating
    Clean
  • Copyright
    © 2026 Freya Ward & Chloe Addis