The B2B Marketer

Robert Baillieul
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Exploring what’s working, what isn’t, and what comes next for B2B marketers.

  1. 1d ago

    Angel Gonzalez on the Hidden Cost of Copying Successful Brands

    It’s easy to see someone succeeding at marketing and want to copy what they’re doing. But what if they’re playing a completely different game? Angel Gonzalez, Head of Advisor Content at Snappy Kraken, has spent more than a decade in marketing and copywriting. He argues that before borrowing someone else’s tactics, marketers need to understand the business model behind them. Rob and Angel explore why an influencer’s playbook might make little sense for a B2B company, how chasing the wrong metrics can distort your definition of success, and why marketers should be careful judging campaigns when they don’t know the results. Connect with Angel Gonzalez: LinkedIn: https://www.linkedin.com/in/angeldgonzalez/ Other resources Angel mentioned: Founders Podcast: https://www.founderspodcast.com/ The Urethra Story: https://pbs.twimg.com/media/FI0rE_hXEAI5oWG?format=jpg&name=large Everybody Writes by Ann Handley: https://www.amazon.com/Everybody-Writes-2nd-Go-Ridiculously/dp/B0BX7DDTWB?sr=8-1

  2. Aug 25

    Yash Mehta's Founder-Led Marketing Playbook

    Most early-stage startups try to build a brand. Yash Mehta built an audience instead. Seven months after launching Mettara, the AI startup had already reached $260,000 in annual recurring revenue. Much of that growth came through founder-led marketing, with Yash documenting the highs, lows, and lessons of building the company on LinkedIn instead of hiding behind a corporate voice. In this conversation, Yash explains why he believes people buy from people, how he turns everyday experiences into content, and why building trust over time matters far more than obsessing over attribution. What You'll Learn Why Yash believes the best startups are built with the help of an entire community, not just a great founder.Why he measures customer lifetime value more closely than new customer acquisition.How founder-led marketing helped Mettara AI stand out without relying on corporate messaging.The surprisingly simple journaling habit that generates almost all of his LinkedIn content.Why consistency matters more than trying to attribute every customer to a single marketing touchpoint.Why showing the messy parts of building a company can create more trust than polished marketing ever will.About Yash Mehta Yash Mehta is the co-founder of Mettara, an AI platform that helps SaaS companies improve onboarding, product adoption, customer retention, and lifetime value. Before launching the company, he spent five years working in customer success, where he saw firsthand how difficult software adoption could be for customers. Those experiences now shape both Mettara's product and his philosophy on founder-led marketing. Connect with Yash Mehta LinkedIn: linkedin.com/in/yashmettara/ Mettara AI: mettara.ai/ About The B2B Marketer The B2B Marketer is a podcast featuring conversations with marketing leaders and founders about what's working in B2B today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.

  3. Aug 19

    Hillary Gillis on the Problem with AI Copy

    AI has made writing faster. It hasn't necessarily made marketing better. In this episode, Rob sits down with Hillary Gillis, Director of Strategic Accounts at Outshine, to unpack why so much AI-generated marketing feels interchangeable. Drawing on her background in journalism and copywriting, Hillary argues that the problem isn't really the technology itself, but rather how marketers are using it. The conversation explores why audiences are getting better at spotting AI-generated content, where AI genuinely adds value to the creative process, and why understanding people is becoming an even bigger competitive advantage as more companies rely on the same tools. What You'll Learn Why AI-generated copy often sounds polished but still fails to connect.The subtle "AI tells" that are making marketing feel increasingly generic.Why creative taste has become one of the hardest skills to automate.How Hillary uses AI for research while keeping humans responsible for the ideas.Why customer language is often more valuable than product messaging.How AI has changed expectations inside marketing teams in less than two years.The Outshine AI project that shows what practical AI adoption can look like beyond content generation.Why marketers who simply publish more AI-generated content may struggle to stand out. About Hillary Gillis Hillary Gillis is Director of Strategic Accounts at Outshine, where she helps B2B SaaS and AI companies grow through paid media and analytics. Before moving into marketing, she studied journalism at the University of King's College and worked as a radio reporter in Halifax. Her experience across journalism, copywriting, strategy, and client management shapes the practical perspective she brings to AI and modern marketing. Connect with Hillary LinkedIn: https://www.linkedin.com/in/hillarygillis/ Company: https://www.outshine.com/ About The B2B Marketer The B2B Marketer is a podcast featuring conversations with marketing leaders about what's working in B2B today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.

  4. Aug 12

    Denida Grow on Marketing in a High-Trust Industry

    Before launching Melon360, Denida Grow spent more than two decades working in close protection. She entered an industry where women were rare, built her own security businesses, and eventually found herself learning marketing out of necessity. When you're building a company from scratch with no budget for an agency, you figure out how to write the copy, build the website, and attract clients yourself. That experience shaped the way she approaches marketing today. Rather than applying generic playbooks, Denida believes every industry has its own culture and expectations. Now she helps security companies market themselves in a way that reflects the trust their clients expect. In this conversation, we talk about making the jump from practitioner to agency owner, why some marketing advice falls flat in high-trust industries, and what marketers should consider before borrowing tactics that work everywhere else. What You'll Learn How Denida's career in close protection led her into building a marketing agency.The social media post that convinced her the security industry needed marketers who understood the business.Why marketing can amplify a great company, but can't cover up fundamental business problems.What makes marketing to security professionals different from most B2B industries.Why trust and credibility matter more than attention-grabbing campaigns in physical security.How choosing the right platform is often more important than posting everywhere.Why understanding an industry's culture can matter just as much as understanding marketing.What Denida wishes she knew before launching her first business.About Denida Grow Denida Grow is the founder of Melon360, a marketing agency specializing in the security industry. Before moving into marketing, she spent more than 20 years working in close protection and built several businesses serving the security sector. Today, she combines that firsthand industry experience with marketing expertise to help security companies build trust, communicate their value, and grow their businesses. Connect with Denida Grow LinkedIn: https://www.linkedin.com/in/denida-grow/ Company: https://mellon360.com/ About The B2B Marketer The B2B Marketer is a podcast featuring conversations with marketing leaders about what's working in B2B today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.

  5. Aug 5

    Robert Newcombe's Playbook for AI Adoption

    Most marketing leaders don't need convincing that AI matters. The hard part is getting an entire organization to embrace it. Questions around security, employee buy-in, governance, and change management can stall even the most promising initiatives before they ever gain momentum. That's the challenge Robert Newcombe spends his days solving. As Founder and CEO of AI First Consulting, he helps organizations move beyond experimenting with AI and start using it in ways that actually stick. In this conversation, Robert explains why successful AI adoption has less to do with choosing the right tools and more to do with helping people change how they work. Along the way, he shares practical lessons from leading AI implementations, building a consulting business, and coaching teams through one of the biggest workplace shifts in decades. What You'll Learn: Why employee resistance is often the biggest obstacle to successful AI adoption.The simple mindset shift Robert encourages leaders to make before rolling out AI.How small, employee-led projects create more lasting change than top-down mandates.Why coaching people to build their own AI solutions often beats doing the work for them.The psychology behind the "IKEA Effect" and what it teaches us about technology adoption.What organizations consistently get wrong when introducing new AI tools. About Robert: Robert Newcombe is the Founder and CEO of AI First Consulting, where he helps organizations adopt artificial intelligence through strategy, training, and coaching. Before launching the company, he spent more than a decade in management consulting, specializing in process improvement and continuous improvement. Today, he works with organizations to help employees adopt AI in practical, sustainable ways. Connect with Robert: LinkedIn: linkedin.com/in/robertnewcombe/ Company: ai-first.ca/ About The B2B Marketer The B2B Marketer is a podcast featuring conversations with marketing leaders, founders, and subject matter experts about what's working in B2B today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.

  6. Jul 30

    Chido Mbavarira on the Human Side of AI Adoption

    Chido Mbavarira spends a lot of time thinking about AI, but her interest starts with people. As the Halifax Chapter Lead for AI Collective, she is helping make AI feel less intimidating for people who do not come from technical backgrounds. That work builds on her own path into marketing. Chido started in sociology and international development before moving into online business, where she taught herself copywriting, funnels, CRM systems, and digital strategy by building things herself. That hands-on background shapes how she talks about AI today. In this episode, Chido explains why marketers need more than speed from AI. She talks about judgment, taste, authenticity, changing customer behaviour, and the career habits that matter when the tools keep changing. What You'll Learn Why Chido thinks judgment matters more than prompt writing.The mistake marketers make when they treat AI output as finished work.How AI is changing what customers expect from brands.Why polished AI content can still feel empty.How Chido thinks about authenticity when AI is part of the creative process.Why marketers may need to rethink the value of time-based work.What AI adoption looks like outside the usual technical crowd.How AI could reshape marketing roles over the next few years. About Chido Mbavarira Chido Samantha is a fractional marketer and the Halifax Chapter Lead for AI Collective, a global nonprofit focused on AI education and community. After beginning her career in nonprofit work, she built an online marketing business and developed a practical understanding of digital strategy through hands-on client work. Today, she helps people understand how AI can support better work without losing the human judgment behind it. Connect with Chido Mbavarira LinkedIn: https://www.linkedin.com/in/chidosamantha/ Company: https://www.aicollective.com/

  7. Jul 23

    John Landry on Winning Credibility in the C-Suite

    What separates the marketers who influence business decisions in the board room from the ones who struggle to get buy-in? John Landry has spent his career on the other side of the table. After more than 20 years leading operations and later serving as COO at high-growth startups, he's sat through countless budget discussions, product launches, and strategic planning sessions. He's seen what gives marketing leaders credibility in the boardroom, and just as importantly, what causes executives to tune out. In this episode, JL shares an operator's perspective on marketing. We talk about why marketers should understand the financials, why customer experience deserves far more attention than it gets, and why bringing marketing into product conversations earlier leads to better decisions across the business. What you'll learn... The biggest mistake marketers make when they apply playbooks from other industries.Why customer experience may be one of the most overlooked growth engines in SaaS.How marketing can help shape product decisions long before launch day.What executives actually want to hear when marketers present to leadership.Why understanding your company's financials can dramatically increase your credibility.Why marketing and operations work best when they're solving problems together instead of working in separate silos. About John Landry John Landry (JL) is the founder of Ignite Operating, where he works as a fractional COO and operations consultant with growing companies. Before moving into the startup world, he spent more than 20 years leading operations in the restaurant industry, developing expertise in finance, process improvement, and organizational growth. Today, he helps founders and leadership teams build stronger businesses by improving operations and execution. Connect with John Landry LinkedIn:https://www.linkedin.com/in/john-landry-81224949/ Company:https://igniteoperating.ca About The B2B Marketer The B2B Marketer is a podcast featuring conversations with marketing leaders about what's working today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.

  8. Jul 16

    Andy Tzortzinis on Finding Your Niche in B2B Marketing

    Andy Tzortzinis didn't plan on working in cybersecurity. He studied English, started his career in restaurants, and discovered marketing almost by accident after volunteering to build a staff training program. That experience led to restaurant marketing, then broader marketing roles, before an unexpected move into cybersecurity during the hiring boom of 2020. Along the way, he found an industry that suited both his personality and his love of solving complex problems. In this episode, Andy shares what he's learned from making several career pivots, breaking into product marketing without the title, and marketing to one of the toughest audiences in B2B. It's a conversation about positioning yourself, building relationships, and why understanding people matters just as much as understanding products. What You'll Learn Why Andy believes restaurants and startups have far more in common than most people realize.How a marketing generalist can position themselves for a product marketing role.The challenge of convincing hiring managers you can do a job before you've officially held the title.Why networking should happen long before you need your next opportunity.What makes cybersecurity buyers so different from other B2B audiences.How lessons from hospitality helped Andy become a better marketer.Why empathetic marketing still works, even in highly technical industries.How early-stage startups can be the best place to accelerate your marketing career. About Andy Tzortzinis Andy Tzortzinis is a freelance cybersecurity product marketer and a Brand Ambassador for the Cybersecurity Marketing Society. After beginning his career in the restaurant industry, he transitioned into marketing before finding his niche in cybersecurity. Today, he helps security companies communicate more effectively with technical buyers while remaining active in one of the industry's largest marketing communities. Connect with Andy: LinkedIn: https://www.linkedin.com/in/andy-tzortzinis/ About The B2B Marketer The B2B Marketer is a podcast featuring conversations with marketing leaders, founders, and subject matter experts about what's working in B2B today. Each episode explores the career journeys, lessons learned, and practical ideas shaping modern B2B marketing.

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About

Exploring what’s working, what isn’t, and what comes next for B2B marketers.

Information

  • Creator
    Robert Baillieul
  • Years Active
    2025 - 2026
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © Robert Baillieul
  • Show Website
    The B2B Marketer