Truth, Lies and B2B Growth

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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. 1小时前

    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 scaleThe Tactical Shifts:

    40 分钟

  2. 8月15日

    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 分钟

  3. 7月11日

    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 分钟

  4. 6月16日

    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 分钟

  5. 6月13日

    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 分钟

  6. 5月23日

    The resurgence of Outbound: AI and the evolution of the SDR

    In this episode, Craig and James dive into the resurgence of outbound marketing amid economic uncertainty. They explore how SDRs are evolving in modern sales, why tech-enabled personalisation is non-negotiable, and how signals and intent data are reshaping lead prioritisation.Things to listen out for:02:15 - The role of SDRs in modern sales05:00 - Integrating marketing and sales functions08:12 - The evolution of SDR roles11:00 - Tech-enabled outbound strategies11:40 - Leveraging technology in sales development13:25 - Understanding signals and intent data16:02 - The shift to multi-channel approaches18:45 - Personalisation and contextualisation in outreach21:02 - The evolution of sales techniques23:50 - The future of SDRs and AI integration

    27 分钟

  7. 4月17日

    Why long-term brand building is still aways about conversion with Julia Hornaday

    In this episode, Julia Hornaday, global head of marketing at Turnkey Consulting, breaks down the balance between brand and demand. We talk content that converts, the rise of AI, and why oversimplifying strategy can cost you. Julia also shares her take on attribution, content overload, and what’s next for marketing. Things to listen out for: 02:51 - The importance of brand building for conversion 04:38 - Understanding the 95/5 rule in content marketing 06:17 - Differences in B2B content strategy 08:32 - The complexity of the buyer journey 09:22 - Understanding MQLs and sales dynamics 15:10 - Navigating AI in marketing 16:35 - The role of quality content in a saturated market 17:53 - Adapting to new content formats 19:28 - The evolution of information in sales 22:14 - The value of integrated marketing strategies

    30 分钟

  8. 3月28日

    How to close complex, big ticket B2B deals with Martyn Proctor

    In this episode, B2B sales expert Martyn Proctor shares his insights on winning complex, high-value deals. He emphasises total commitment to opportunities, deep customer understanding, and visualisation of client success. Things to listen out for: 02:59 - Understanding Big Ticket Deals 05:47 - The Importance of Visualisation in Sales 09:02 - Building Trust and Handling Objections 12:10 - Qualifying Opportunities and Red Flags 15:11 - Competing Against Larger Companies 21:05 - Handling Objections Effectively 32:49 - Understanding Pricing and Value in Sales 43:10 - The Importance of Prospecting and Lead Generation 50:30 - Consultants as Salespeople: A New Perspective 56:24 - Key Takeaways for Complex Sales Success

    57 分钟
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关于

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

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