Spotlight on B2B Marketing

Karen Lloyd

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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.

6 天前

Is the Linear Marketing Funnel Dead in B2B? with Shana Brewer

B2B buyers don't move in straight lines anymore, and the old MQL-focused approach is leaving revenue on the table. In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Shana Brewer, Director of Global Campaigns at Veeam Software, to unpack the realities of modern B2B campaign marketing. With over 20 years of experience and nine years at Veeam, Shana brings rare insights into what actually works when buyers behave unpredictably. What You'll Learn in This Episode: ✔️ How to navigate non-linear buyer journeys where prospects move back and forth between stages ✔️ Why the shift from MQL-focused to buying group marketing strategies is essential for B2B success ✔️ The "Easter egg" strategy for creating omnichannel experiences that let buyers choose their own path ✔️ How to evolve from volume-based lead generation to quality-focused targeting as you scale From ditching MQLs in favour of buying group strategies to planting "Easter eggs" throughout the buyer journey, Shana shares battle-tested approaches that marketing leaders can implement immediately. Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

34 分鐘
10月14日

AI Search is Eating Your Traffic - Here's How to Win It Back with Kyle Byers, Semrush

Your customers are making buying decisions in ChatGPT before ever visiting your site—and your analytics can't see it happening. We reveal why traditional attribution is broken, how the "great decoupling" is misleading marketing leaders, and what you must do now to show up where buyers actually research. In this episode of Spotlight on B2B Marketing, host Karen Lloyd explores the seismic shift in search behaviour with Semrush's Kyle Byers, a leading voice on winning in the age of AI. Discover why your traffic is declining even when rankings improve, how conversion rates from AI search are 4.4 times higher than traditional SEO, and why cutting content budgets now could be catastrophic for your brand visibility. What You'll Learn in This Episode: ✔️ Why traffic declines even when rankings improve (the "great decoupling") ✔️ How customers conduct entire research journeys in AI search before reaching your site ✔️ Why conversion rates from ChatGPT are 4.4x higher than traditional SEO traffic ✔️ The attribution crisis: why your best marketing shows up as "direct" or "unknown" ✔️ Why ChatGPT will become the most powerful paid acquisition channel ever created ✔️ Which off-site platforms are now critical for B2B visibility From understanding how ChatGPT secretly relies on Google results to learning which platforms (Reddit, Quora, YouTube) are now essential for B2B brands, Kyle shares the tactical shifts marketing leaders need to make immediately. Whether you're a CMO defending your SEO investment or a CEO trying to understand where your customers have gone, this episode provides the clarity and actionable strategies you need. Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

32 分鐘
10月1日

Diagnosing What's Wrong in Your Marketing Strategy and How to Fix It with Dani Smallbone

When growth stalls and something feels "off" with marketing, how do you diagnose the real problem? Is it the demand generation engine, the positioning, or something deeper in the business itself? In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd sits down with Dani Smallbone, a transformational fractional CMO specialising in turning underperforming marketing functions into strategic growth engines. With experience scaling companies from start-up to £40M ARR, Dani shares the diagnostic frameworks she uses to identify what's truly broken and the practical steps to fix it. What You’ll Learn in This Episode: ✔️ The telltale signs that indicate a marketing function needs transformation versus incremental improvement ✔️ How to diagnose whether your issue is product marketing, brand messaging, or demand generation ✔️ Real case studies of successful pivots including climate tech and HR tech transformations ✔️ How the CMO's role as diplomat and educator drives cross-functional alignment From pivoting climate tech companies into new markets to rebuilding demand generation from scratch, Dani reveals the patterns that indicate when transformation is needed versus incremental improvement—and why marketing can never be the sole engine of growth. Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

33 分鐘
9月9日

The Hidden 70% Pipeline Opportunity Most CEO's Are Missing with Oren Greenberg

When CEO’s tell marketing advisors they want to become thought leaders, there's often a stark disconnect between their goals and their execution. In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Oren Greenberg, a B2B marketing expert who has uncovered a pipeline opportunity that most leaders are completely overlooking. In analysing over 13,000 LinkedIn profiles, Oren's data is striking: some companies are generating up to 70% of their pipeline through personal branding and LinkedIn activity, whilst the majority of CEOs remain virtually invisible on the platform. Personal profiles consistently outperform company pages by 5x for reach and engagement, yet most company pages struggle with an average of just 4 likes per post. What You’ll Learn in This Episode: ✔️ How some CEOs and CMOs generate 70% of their business pipeline through LinkedIn activity ✔️ Why personal LinkedIn profiles perform 5x better than company pages for reach and engagement ✔️ The psychological barriers that prevent successful leaders from building personal brands ✔️ AI-powered personalization vs automated AI SDRs: What works and what doesn't ✔️ Why the shift from traffic-driven to attention-based marketing is reshaping B2B strategies From the power of personal profiles over company pages to building modern marketing frameworks that actually work, Oren shares actionable insights that could transform how you think about B2B growth. Connect with Karen on LinkedIn Connect with Oren on LinkedIn or discover more about his work at orengreenberg.com Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

35 分鐘
7月29日

The Risks of Trying to Rush Quick Marketing Wins with Bianca Bass

The pressure to deliver immediate marketing results has never been more intense. But what if chasing those quick wins is actually limiting your long-term success? In this episode, Bianca Bass, CMO of Privalgo and one of the Top 30 Most Influential Fintech Marketers, reveals why the most successful marketing leaders resist the temptation to rush results. Having transformed marketing functions across multiple fintech scale-ups, Bianca shares the strategic frameworks that create sustainable competitive advantage over flashy quick fixes. From her methodology for deep customer understanding to her evolved approach to team building, discover why patience and strategic thinking build marketing functions that truly scale businesses. What You'll Learn: ✔️ Why rushing to prove immediate ROI can backfire on long-term impact ✔️ How to shift from tactical activities to legacy-building marketing strategies ✔️ Strategic frameworks for sustainable B2B growth that withstand market changes ✔️ Why AI makes strategic thinking more valuable than ever for marketers ✔️ How to build internal stakeholder confidence without chasing vanity metrics Perfect for CMOs, marketing directors, and anyone leading marketing functions who want to build lasting impact rather than just hitting short-term targets. Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ Connect with Bianca on LinkedIn: linkedin.com/in/biancabass/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

40 分鐘
7月15日

From Zero to $30M: The Marketing Explorer's Guide to Early-Stage Growth with Russ Somers

Growing an early-stage company from zero to $30 million is one of the most challenging journeys in business—and it's where most marketing "playbooks" struggle. In this episode, industry veteran Russ Somers reveals what it really takes to drive explosive growth in early-stage companies. With multiple zero-to-$30M journeys under his belt, Russ brings a refreshingly honest perspective on startup marketing, sharing both heartbreaks and remarkable successes. From why he believes marketers should think like explorers rather than mechanics, to how he's building an AI-powered marketing team of custom GPTs, Russ challenges conventional wisdom while providing practical frameworks that actually work in the messy reality of start-up growth. WHAT YOU'LL LEARN: How to evaluate early-stage opportunities and avoid companies that are "too good to be true"Why $30M is the "magic number" where everything changesWhy marketing "playbooks" often fail and what successful early-stage marketers do insteadHow Russ built an AI-powered marketing team using custom GPTs named Wendy and RogerRuss shares the unvarnished truth about what it really takes to drive explosive growth in early-stage companies. Perfect for startup marketers, founders, and anyone tired of cookie-cutter marketing advice. Connect with Russ on LinkedIn: linkedin.com/in/russsomers/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ #marketing #podcast #russsomers #techstartup Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

34 分鐘
6月24日

Product Marketing's Commercial Edge: Overcoming Business Blocks with Chris Wade

From physicist to product marketing leader—Chris Wade's journey is anything but ordinary. But can marketing really solve problems that businesses didn't even know were marketing problems? In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Chris Wade, Chief Marketing and Product Officer at Gamma Communications, to explore how marketing can unlock commercial solutions beyond traditional boundaries. With a unique background spanning physics, strategy consulting, and nearly 15 years in product marketing across companies like Sage and Aptitude Software, Chris offers a masterclass in applying analytical thinking to marketing challenges. From building product marketing functions from scratch to using marketing principles to solve HR recruitment challenges, Chris shares practical insights that demonstrate marketing's power to drive business transformation. What You’ll Learn in This Episode: ✔️ The critical differences between product management and product marketing strategy and execution ✔️ Why businesses struggle to embed product marketing functions and how to overcome organisational resistance ✔️ The three essential pillars for building successful product marketing teams and capabilities from the ground up ✔️ How to use data to create hyper-focused product marketing messaging for different personas and market segments ✔️ Why product marketing principles can solve unexpected business problems ✔️ The importance of stakeholder buy-in and creating clear roadmaps for product marketing function evolution ✔️ How to demonstrate product marketing value and ROI when businesses question the need for change You'll also be able to catch Chris as a speaker at this year's B2B Ignite event, hosted by B2B Marketing in London - that we are delighted to be partnering with - find your 25% discount code here Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

34 分鐘
5月19日

Why Your Marketing Plan Might Be Holding You Back with Olga Denisova

Is your annual marketing plan holding you back? What if there's a more agile way to drive growth while staying laser-focused on what matters? In this episode Karen welcomes Olga Denisova, CMO at GetPhoto.com and a veteran of major tech success stories including Semrush's IPO and Vine's journey to a $15 billion valuation. Olga shares her bold decision to abandon traditional marketing plans in favour of strategic pillars with 30-90 day horizons – an approach that's helping her team stay nimble and responsive to market changes. From creating dedicated testing budgets to building a remote-first culture across global teams, Olga offers practical insights every marketing leader can implement. What You'll Learn in This Episode: ✔️ Why traditional annual marketing plans often fail in today's rapidly changing environment ✔️ How to implement a strategic pillars approach focused on 30-90 day planning cycles ✔️ The importance of creating a dedicated test budget separate from your primary marketing budget ✔️ Techniques for building a strong testing culture that drives measurable growth ✔️ Why AI implementations should be customer-focused rather than technology-driven ✔️ Strategies for marketing leaders to demonstrate clear business value in PLG and SLG environments Join us for this conversation filled with practical takeaways from a marketing leader who's leading global teams and driving growth through a test-and-learn approach that might just revolutionise how you think about marketing strategy. Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

35 分鐘

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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.

創作者

Karen Lloyd
活躍年代

2024年 - 2025年
集數

26
年齡分級

兒少適宜
版權

© 2025 Spotlight on B2B Marketing
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Spotlight on B2B Marketing

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