The B2B Marketer

Robert Baillieul

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Marketing
Updated Biweekly

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

21h ago

Robert Newcomb'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 Newcomb 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 Newcomb 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.
6d ago

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/
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.
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.
Jul 2

Dave Clark's Case for Zero-Click Marketing

Dave Clark didn't set out to become a B2B marketer. Before joining Factal as Marketing Strategist and Producer, he worked as a sports journalist, an Arabic linguist, a professional coffee taster, and in direct-to-consumer marketing. Each stop along the way taught him something different about writing, audiences, and what actually earns people's attention. In this episode, Dave explains how those experiences shaped the way he approaches marketing today. We talk about zero-click marketing, why traditional attribution is becoming less reliable, and how AI search, privacy regulations, and changing buyer behaviour are forcing marketers to rethink some long-held assumptions. It's a conversation about adapting to where marketing is heading, not where it used to be. What you'll learn: Why Dave believes journalism taught him more about marketing than any textbook could.How a background in B2C marketing still influences the way he approaches SaaS.What zero-click marketing actually means, and why it's more than just avoiding links.Why marketers may be putting too much faith in attribution dashboards.How privacy changes and AI search are quietly reshaping marketing measurement.The metrics Dave pays attention to instead of obsessing over clicks.Why understanding your audience matters more than building increasingly detailed buyer journeys.Dave's advice for creating content people actually want to consume, wherever they find it.About Dave: Dave Clark is the Marketing Strategist and Producer at Factal, a risk intelligence platform that helps organizations monitor and respond to critical events around the world. Before moving into B2B SaaS, he worked in journalism, direct-to-consumer marketing, professional coffee, and sports media. Those experiences continue to shape his perspective on content, audience building, and modern marketing. Connect with Dave: LinkedIn: https://www.linkedin.com/in/dave-clark-25304a38/ Factal: https://www.factal.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.
Jun 18

Noah Matthews on Why More Marketing Activity Doesn't Generate More Leads

Marketing teams are producing more content than ever. More blog posts. More webinars. More email campaigns. More landing pages. So why do so many companies still struggle to generate leads? In this episode of The B2B Marketer, Rob Baillieul sits down with Noah Matthews, Business Development Advisor at BeResponsive Media. Noah explains why marketing teams often get stuck chasing new initiatives before existing ones have a chance to work, and how stronger alignment between sales and marketing can create better results. The conversation also explores AI's growing role in marketing. Rather than replacing marketers, Noah argues the technology is increasing the value of strategy, judgment, and understanding how customers actually make buying decisions. Noah Matthews is a Business Development Advisor at BeResponsive Media, a B2B marketing agency focused on helping organizations align marketing efforts with business goals. His work sits at the intersection of sales enablement, marketing strategy, and business development. Connect with Noah on LinkedInLearn more about BeResponsive Media ⁠
Jun 4

Anthony Nestel on What Most Marketers Misunderstand About AI

Most people think AI is about automating repetitive tasks or generating content faster. But according to Anthony Nestel, the real opportunity is much bigger than that. In this episode, Rob chats with Anthony, Committee Member at the Halifax AI Collective and Head of Digital Advertising at MadBarn, about why AI could become for small businesses what Shopify was for eCommerce. They explore synthetic customer panels, AI-powered market research and the growing ability for lean teams to do work that once required massive budgets and headcount. Connect with ⁠⁠Anthony on LinkedIn⁠⁠. Enjoying the show? Subscribe and leave a review!
May 21

Kyle Hankins on Marketing at a Startup with No Budget

Going up against big-budget competitors? You’re not alone. In this episode, Rob chats with Kyle Hankins, Digital Marketing Manager at Carbide, about what it really takes to build pipeline when you're a small team with limited resources. They dive into why traditional SEO is broken, how to make paid ads work on a shoestring budget, and why SMBs need more than just software—they need real security partners. Plus, they swap bold predictions on how AI will reshape B2B marketing. 📹 Mentioned: ⁠Skyline Trail – Cape Breton⁠ Enjoying the show? Subscribe and leave a review!
May 7

Warren Lawless⁠⁠ on the Future of Content Marketing

The future of content marketing isn’t about speed. It’s about strategy. In this episode of The B2B Marketer, I’m joined by ⁠Warren Lawless⁠, content and brand consultant at WL Marketing, to talk about what’s changing—and what still matters—as AI reshapes the marketing world. We explore the rise of individual contributors, the fall of entry-level roles, and why human creativity and proprietary data are becoming your biggest advantages. Learn more about Warren at ⁠warrenlawless.com⁠. Subscribe, share, and let us know what you think!
Apr 23

Gaurav Iyer on the New Rules of Content Marketing

Is AI the end of marketing as we know it, or just the beginning? In this kickoff episode, I chat with Gaurav Iyer, Principal at Capital Communications, about how AI is reshaping content creation, what still sets great marketers apart, and why custom content might be more valuable than ever. We also get into lessons from managing creative teams, a bold marketing prediction for the next 5 years, and a few war stories from our early days. Enjoyed the episode? Subscribe, leave a review, or DM me on LinkedIn. I’d love your feedback.

10 Episodes

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

Creator

Robert Baillieul
Years Active

2025 - 2026
Episodes

10
Rating

Clean
Copyright

© Robert Baillieul
Show Website

The B2B Marketer