B2B Marketing Unlocked

Jony Mansilla
  • 0.0 (0)
  • Marketing

What does it take to build and scale a successful B2B brand? Join Jony Mansilla as he shares marketing strategies and interviews top CEOs, marketing executives, and business leaders to unlock the stories behind their growth, the lessons they’ve learned, and the marketing secrets that drive results. B2B Marketing Unlocked is your masterclass in demand generation, content strategy, and building a brand that stands out in a competitive market.

  1. How Partner Marketing Wins Enterprise Deals with Tanguy Le Roux

    May 25

    How Partner Marketing Wins Enterprise Deals with Tanguy Le Roux

    Tanguy Le Roux did not come from a traditional marketing background. After starting in banking and auditing, then moving into sales and partner management, he transitioned into partner marketing when relocating from France to the United States. That unconventional path helped shape a unique approach to B2B marketing built around creativity, relationships, and experience driven engagement. In this episode of B2B Marketing Unlocked, Tanguy joins host Jony Mansilla to break down how partner marketing helps win enterprise deals at HCL Software. He shares how his team approaches niche face to face events, why creativity and customer experience matter more than ever, and how partner marketing requires balancing flexibility with scalable processes. Tanguy also explains how local relationship building outperforms broad campaigns in many enterprise environments, how he creates memorable event experiences without massive budgets, and why adaptability is becoming one of the most important skills in modern marketing. What You’ll Learn: • How partner marketing differs from traditional B2B marketing • Why niche in person events can outperform large scale campaigns • How creativity and experience design help brands stand out • Why local relationship building matters in enterprise partner ecosystems • How AI is changing marketing workflows and forcing teams to adapt faster Tanguy Le Roux is the Head of Partner Marketing at HCL Software, where he works closely with global partners to build pipeline, strengthen relationships, and create localized marketing strategies across multiple product categories. HCL Software is an enterprise software company offering solutions across cybersecurity, collaboration, digital experience, operations, and more. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction • [01:04] From sales to partner marketing • [04:04] Building the partner marketing team • [07:17] What HCL Software does • [11:25] The power of niche events • [15:00] Creative event experiences • [19:38] Post event relationship building • [27:44] Adapting to AI and biggest challenges • [31:30] Resources, tools, and advice Episode Resources: • Tanguy Le Roux on LinkedIn • HCLSoftware Website • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    36 min
  2. How B2B Teams Turn Case Studies Into Pipeline with Christina Kyriazi

    Apr 20

    How B2B Teams Turn Case Studies Into Pipeline with Christina Kyriazi

    Christina Kyriazi didn’t set out to work in marketing. With a background in analytics and a focus on quantitative thinking, she found her way into B2B SaaS marketing through insights and strategy. That foundation shaped how she approaches modern marketing today, where data, experimentation, and measurable outcomes drive everything. In this episode of B2B Marketing Unlocked, Christina joins host Jony Mansilla to break down how B2B teams can turn case studies into a scalable pipeline engine. She shares how PhotoShelter approaches multi-vertical marketing, why personalized content and segmentation matter, and how their team built a repeatable system to produce high-performing customer case studies at scale. Christina also explains how AI is transforming both strategy and execution, what it takes to hire AI-forward marketers, and how to balance increasing expectations with real outcomes in a fast-changing landscape. What You’ll Learn: • How to turn customer case studies into a consistent pipeline driver • Why personalized content by vertical improves conversion rates • How to build a repeatable system for generating case studies at scale • How AI is transforming marketing strategy, execution, and hiring • How to balance speed, quality, and expectations in modern marketing Christina Kyriazi is the Chief Marketing Officer at PhotoShelter, where she leads marketing strategy across brand, demand generation, and customer engagement. PhotoShelter is a digital asset management platform that helps organizations store, organize, and distribute visual content while maximizing its impact and ROI. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [01:01] Christina Kyriazi’s journey into B2B marketing • [02:52] Understanding PhotoShelter and its value proposition • [04:39] Target audience and market segmentation • [06:48] Marketing team structure and lead generation strategies • [08:44] Leveraging AI in marketing workflows • [11:35] Hiring for AI-forward marketing talent • [12:59] Tech stack and tools for marketing success • [13:52] Multi-tactic campaigns and customer engagement • [16:42] Challenges in modern marketing • [19:50] Setting expectations with leadership • [21:44] Surprising lessons in customer engagement • [25:30] Creating effective case studies • [27:43] Quick fire round and final thoughts Episode Resources: • Christina Kyriazi on LinkedIn • PhotoShelter Website • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    31 min
  3. What Companies Want in Marketing Leaders with David Honig

    Apr 6

    What Companies Want in Marketing Leaders with David Honig

    David Honig didn’t start out in recruiting. With a background in marketing and agency work, he transitioned into executive search and built a career placing senior marketing leaders in high growth B2B companies. That perspective gives him a unique view into what companies actually look for when hiring marketing leadership today. In this episode of B2B Marketing Unlocked, David joins host Jony Mansilla to break down what companies want in marketing leaders right now. He shares how the role has evolved from brand focused to revenue accountable, why AI and martech fluency are now baseline expectations, and how marketing leaders are being asked to operate more hands on than ever before. David also explains what separates top candidates from the rest, common hiring mistakes companies make, and why collaboration with sales is critical for long term success. What You’ll Learn: • How marketing leadership roles have evolved over the past few years • Why companies prioritize revenue accountability over brand alone • What hiring managers actually look for in senior marketing candidates • How AI and martech skills are becoming essential for modern marketers • The key traits that separate top marketing leaders from average ones David Honig is an executive recruiter at Market Search, where he specializes in placing senior marketing leaders across B2B organizations. With a background in marketing and years of experience in executive search, he helps companies find leaders who can drive growth, build strong teams, and align marketing with revenue. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [00:57] The evolution of marketing roles • [06:04] Recruitment insights for marketing leaders • [12:10] Key qualities of successful marketing leaders • [17:57] The importance of collaboration in marketing • [24:07] Trends and challenges in marketing leadership Episode Resources: • David Honig on LinkedIn • MarketSearch Website • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    31 min
  4. How AI Is Changing the B2B CMO Role with Ken Kundis

    Mar 23

    How AI Is Changing the B2B CMO Role with Ken Kundis

    Ken Kundis did not set out to build a career in B2B marketing. What started with agency work, a return to graduate school, and a temp role at a financial software company turned into a long career in B2B, where writing, strategy, and business understanding all came together. In this episode of B2B Marketing Unlocked, Ken joins host Jony Mansilla to explore how AI is changing the B2B CMO role. He shares how CEI is making a major pivot from traditional IT managed services and staffing into AI, how a lean team is using AI to dramatically increase output, and why the future of B2B marketing belongs to leaders who can adapt without losing their company’s core identity. Ken also explains how they are building brand awareness from the ground up, using existing client relationships to create momentum, and balancing AI adoption with clear business outcomes. What You’ll Learn: • How Ken’s non linear path led him into B2B marketing leadership • How AI is reshaping the role of the modern B2B CMO • Why existing client relationships matter during a major company pivot • How lean marketing teams can use AI to increase output • How to stay relevant in AI without losing what makes your brand different Ken Kundis is the Chief Marketing Officer at CEI, where he is helping lead the company’s pivot into AI. CEI is a long established technology company focused on managed services, talent solutions, and now AI powered accelerators that help enterprise organizations solve business problems faster and more effectively. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [00:29] Ken Kundis on Getting into B2B Marketing • [03:15] Understanding CEI and Its AI Pivot • [06:58] Building a Marketing Team for AI • [10:18] Target Market and Brand Awareness Strategies • [11:17] Leveraging Existing Client Relationships • [16:01] Navigating the Challenges of AI Integration • [20:44] Maintaining Uniqueness in an AI-Driven Market • [23:02] Lessons from Past Campaigns and Marketing Tools • [26:50] The Future of Marketing with AI • [31:05] Advice for Future Marketers Episode Resources: • Ken Kundis on LinkedIn • CEI Website • Pictory AI Video Platform • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    33 min
  5. How to Win B2B Deals by Serving Not Selling with Rich Carter

    Mar 9

    How to Win B2B Deals by Serving Not Selling with Rich Carter

    Rich Carter didn’t start in marketing. He started as an electrical engineer, moved into program management, and only stepped into business development when a leader asked him to take on the role. That shift ended up shaping his entire approach to B2B growth: relationships first, problem solving over pitching, and trust built through execution. In this episode of B2B Marketing Unlocked, Rich joins host Jony Mansilla to break down how Albers Aerospace wins B2B deals by serving not selling. He explains what makes Albers different in the defense and industrial space, why speed is engineered not accidental, and how trust and transparency can become the strongest competitive advantage, even when it means giving up IP. Rich also shares how their team balances long government sales cycles with urgent one week turnaround requests, and what’s actually moving the needle for brand awareness today. What You’ll Learn: • Why serving beats selling in complex B2B deals • How engineering and program management experience improves sales instincts • Why speed is a competitive advantage and how to build it into your workflows • How trust and transparency drive repeat business and referrals • What channels are working best today for brand awareness in defense and industrial markets Rich Carter is the Chief Growth Officer at Albers Aerospace, where he leads growth strategy across business development, marketing, and advanced programs. Albers Aerospace delivers end to end solutions across industrial manufacturing, defense services, engineering, and rapid response problem solving for customers operating in high stakes environments. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [00:59] Rich Carter’s journey to Albers Aerospace • [02:27] Understanding Albers Aerospace’s mission and services • [04:56] The unique marketing approach at Albers Aerospace • [11:32] Targeting customers and brand awareness strategies • [15:24] The Albers Way: serving, speed, and trust • [18:18] The role of word of mouth in business growth • [21:07] Evaluating marketing channels and strategies • [24:02] Event strategy and networking • [26:49] The future of business cards • [27:45] Tools and workflows in marketing • [30:10] Challenges in maintaining speed and quality • [33:29] Lessons learned from marketing experiments • [36:53] Quick fire round Episode Resources: • Rich Carter on LinkedIn • Albers Aerospace Website • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    42 min
  6. How Revenue Marketing Speeds Up B2B Growth with Sonya Hansen

    Feb 23

    How Revenue Marketing Speeds Up B2B Growth with Sonya Hansen

    Sonya Hansen knew she wanted to go into marketing at 16, when DECA taught her how to think fast, sell ideas, and stay creative under pressure. That early spark evolved into a career in B2B revenue marketing, where storytelling and data work together to drive growth. In this episode of B2B Marketing Unlocked, Sonya joins host Jony Mansilla to break down how revenue marketing speeds up B2B growth by reducing friction across the buyer journey. She shares how FloQast helps accounting and finance teams modernize close and compliance workflows, how meeting bookers cut time to meeting from 17 days to 5, and why interactive webinars and virtual events are driving stronger pipeline in today’s market. What You’ll Learn: • How Sonya’s early DECA experience shaped her B2B marketing instincts • How revenue marketing drives pipeline by streamlining the buyer journey • Why meeting bookers can improve speed to lead and lead quality • How interactive webinars and deminars support mid funnel conversion • How to think about gated versus ungated content without hurting trust Sonya Hansen is the Vice President of Revenue Marketing at FloQast, where she leads demand generation, web and digital strategy, and events and alliances marketing. FloQast is an AI accounting transformation platform that helps accounting, finance, and compliance teams close faster, reduce risk, and move from manual work to more strategic decision making. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [02:46] Sonya Hansen’s journey into B2B marketing • [05:35] Understanding FloQast and its impact • [08:15] Target market and customer engagement strategies • [11:08] Optimizing the sales process for better leads • [13:25] Webinars as a key marketing tool • [16:07] Driving webinar attendance and engagement • [18:56] Tools and workflows for marketing efficiency • [21:20] Successful campaigns and lessons learned • [25:52] Challenges in a rapidly changing market • [27:41] Surprising insights from experiments • [29:59] Content strategy: gated vs ungated • [32:14] Quickfire round Episode Resources: • Sonya Hansen on LinkedIn • FloQast Website • Goldcast Webinars • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    35 min
  7. Driving Pipeline in Modern B2B SaaS with Dyana Quinlivan

    Jan 26

    Driving Pipeline in Modern B2B SaaS with Dyana Quinlivan

    Dyana Quinlivan built her career inside B2B SaaS, starting at early stage startups where she learned to do a little bit of everything. From paid media and content to ABM and sales follow up, those early years shaped how she thinks about pipeline, efficiency, and experimentation today. In this episode of B2B Marketing Unlocked, Dyana joins host Jony Mansilla to break down how modern B2B SaaS teams are driving pipeline in a changing landscape. She shares how S-Docs approaches compliance driven messaging for IT leaders, how gated research reports fuel demand without forcing sales conversations too early, and why marketplaces and SEO continue to outperform paid channels at scale. Dyana also explains how her team uses AI tools responsibly, what is working with event marketing, and how B2B marketers should think about visibility as buyers shift toward AI search. What You’ll Learn: • How Dyana’s early startup experience shaped her B2B marketing approach • How compliance and security messaging drives pipeline with IT leaders • How to use gated research to generate demand without forcing sales • Why marketplaces and SEO remain top pipeline drivers in B2B SaaS • How to think about AI search, visibility, and experimentation moving forward Dyana Quinlivan is the Senior Director of Marketing at S-Docs, a document automation platform that helps organizations streamline paperwork while staying secure and compliant. She oversees go to market strategy, demand generation, product marketing, and launches, working closely with sales and partner teams to drive growth. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [00:29] Diana’s journey into B2B marketing • [02:24] Overview of S-Docs and marketing team structure • [05:43] Target market and compliance focus • [07:52] Content strategy and engagement • [10:32] Lead generation and nurturing process • [12:42] Tools and technologies in use • [14:36] Event marketing and networking strategies • [17:45] Challenges in the current marketing landscape • [20:10] Future of AI in marketing • [22:10] SEO strategies and content creation • [23:03] Quickfire round and closing thoughts Episode Resources: • Dyana Quinlivan on LinkedIn • S-Docs Website • HubSpot • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    24 min
  8. How Small Teams Win Enterprise Marketing with Briana Palma

    Jan 19

    How Small Teams Win Enterprise Marketing with Briana Palma

    Briana Palma is proof that small teams can win in enterprise marketing. She came into B2B by accident, with a background rooted in content and editorial work for consumer brands, before spotting an opportunity to build a true B2B engine at We Are Rosie. What started as leading content evolved into shaping how a lean team drives demand, brand, and growth for enterprise clients. In this episode of B2B Marketing Unlocked, Briana joins host Jony Mansilla to break down how small teams win enterprise marketing. She shares how We Are Rosie structures a flexible, high performing marketing team, how brand and referrals fuel enterprise growth, and why focus matters more than being everywhere. Briana also explains how her team balances organic and paid strategies, experiments with gated content, and launched a successful rebrand without losing momentum. What You’ll Learn: • How Briana transitioned into B2B marketing and built an enterprise engine • How small teams can compete for enterprise clients • Why brand and referrals matter more than tactics alone • How to balance organic content with paid media • How to think about gated versus ungated lead magnets Briana Palma is the Head of Marketing at We Are Rosie, where she leads brand and demand efforts for a company helping enterprise marketing teams build flexible, high performing teams. She focuses on building strong brands, driving inbound growth, and helping small marketing teams operate with clarity and impact. This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [00:32] Briana Palma’s journey into B2B marketing • [03:57] Building a small but mighty marketing team • [05:44] Targeting enterprise brands and navigating bureaucracy • [07:03] Strategies for landing enterprise clients • [09:22] Leveraging HubSpot for marketing success • [11:09] Balancing organic and paid marketing strategies • [14:43] Lead magnets: gated vs ungated content • [17:55] The rebranding campaign as a case study • [23:01] Challenges in modern marketing • [28:52] Quick fire round: resources and influences Episode Resources: • Briana Palma on LinkedIn • We Are Rosie Website • Jony Mansilla on LinkedIn • Jony Studios Website Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked. We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

    32 min
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About

What does it take to build and scale a successful B2B brand? Join Jony Mansilla as he shares marketing strategies and interviews top CEOs, marketing executives, and business leaders to unlock the stories behind their growth, the lessons they’ve learned, and the marketing secrets that drive results. B2B Marketing Unlocked is your masterclass in demand generation, content strategy, and building a brand that stands out in a competitive market.

Information

  • Creator
    Jony Mansilla
  • Years Active
    2025 - 2026
  • Episodes
    13
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Jony Mansilla
  • Show Website
    B2B Marketing Unlocked