B2B Marketers: Off The Record

Freya Ward & Chloe Addis
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For honest, practical conversations about what’s really working in B2B Marketing. Cohosted by Freya Ward and Chloe Addis, in conversation with to top B2B tech marketers, asking 5 questions on strategy, tactics and tough decision making.

  1. 1d ago

    S01E14 - Shaunna Campbell, Wistia - B2B Marketers: Off The Record

    The conversation covers the evolution of marketing measurement, the transition from PR to marketing, the role of human behavior, adaptability in marketing strategy, leveraging creator partnerships, the importance of employee advocacy, humanizing B2B marketing, and instant gratification. The conversation also delves into the importance of experimentation in marketing, and the evolution of marketing strategies over time. It emphasizes the need for marketing to be more experimental and less fearful of failure, especially in the current climate of uncertainty. Takeaways Adaptability over consistencyHumanizing B2B marketingEmployee advocacy and authenticity Experimentation is crucial for marketing leaders, especially in the current climate of uncertainty.Marketing should be more experimental and less fearful of failure. Chapters 00:00 Evolution of Marketing Measurement02:30 Transition to Marketing from PR03:44 The Role of Human Behavior in Marketing04:47 Adaptability in Marketing Strategy06:34 Changing Buyer Behavior in B2B08:42 Leveraging Creator Partnerships10:09 The Importance of Employee Advocacy15:33 Humanizing B2B Marketing19:01 Instant Gratification in Marketing19:55 The Importance of Experimentation in Marketing26:37 The Role of AI in Marketing32:27 The Evolution of Marketing Strategies

  2. Aug 24

    S01E13 - Theresa Potratz, InsightFinder AI - B2B Marketers: Off The Record

    Theresa Potratz, Director of Growth Marketing at InsightFinder AI and host of Unhinged History podcast, shares her journey into marketing, the impact of AI on B2B marketing, and the need for alignment between marketing and sales. She emphasizes the importance of protecting ad spend and the need for marketers to be more technical. Theresa also highlights the significance of learning from marketing faux pas and the value of aligning marketing and sales teams. Takeaways Growth Marketing JourneyImpact of AI on B2B Marketing Chapters 00:00 Introduction and Unhinged History Podcast02:35 Getting into Marketing05:11 The Impact of AI on B2B Marketing08:24 Shifts in B2B Buyer Behavior09:42 Alignment Between Marketing and Sales18:59 Protecting Ad Spend24:49 The Future of Marketing30:10 Inviting Kyle Lacey as a Guest31:36 Question for the Next Guest

  3. Aug 17

    S01E12 - Carina O'Brien, Working Mumma & Siemens Mobility - B2B Marketers: Off The Record

    Carina O'Brien, Head of Strategy ANZ at Siemens Mobility, shares insights on B2B marketing and emphasizes the importance of human connection and the strategic plays marketing leaders need to make in the face of technological advancements. The conversation delves into the cost of AI implementation, the value of people in marketing, and the misunderstood perception of marketing.   Takeaways The value of human connection in B2B marketingThe strategic importance of balancing technology and human elements in marketing AI implementation costs must be carefully consideredInvesting in people is crucial for marketing success  Chapters 00:00 Introduction and Background03:08 The Journey into Marketing04:51 Changing Perspectives on AI05:46 Practical Applications of AI11:48 Human Connection in B2B Marketing14:50 Behavioral Shifts in B2B Buyers17:51 Strategic Bets for Marketing Leaders20:58 Balancing Technology and Human Element22:50 The Real Cost of AI23:38 The Cost of AI Implementation29:49 The Value of People in Marketing31:48 Mistakes and Learnings in Marketing35:20 The Misunderstood Value of Marketing42:02 The Complexity of Marketing Strategy

  4. Aug 10

    S01E11 - James O'Flaherty, Span B2B - B2B Marketers: Off The Record

    The conversation covers the introduction to Span B2B, the evolution of B2B marketing, the importance of human connection in marketing, and advice for B2B marketers. The conversation delves into the challenges of success-reporting and storytelling, the dynamics of agency-client relationships, the evolving agency model in B2B marketing and the need for naturalistic communication in B2B marketing. Takeaways Human Connection in B2B Marketing Success reporting and storytellingChallenges for agency dynamicsChapters 00:00 Introduction to Span B2B03:05 Early Career and Entry into B2B Marketing06:03 Evolution of B2B Marketing08:16 Impact of AI on B2B Marketing11:49 Changing Landscape of B2B Buyers14:24 The Role of Branding in B2B Marketing16:35 Strategic Shift in B2B Marketing18:32 The Importance of Human Connection in Marketing21:12 Advice for B2B Marketers22:20 Success Reporting and Storytelling25:05 Challenges in Agency-Client Relationships31:33 The Agency Model and B2B Marketing42:17 Language and Communication in B2B Marketing44:27 Closing Remarks and Recommendations

  5. Aug 3

    S01E10 - Kevin Kapezi, Growthack.io - B2B Marketers: Off The Record

    The conversation covers the transformation of B2B marketing with the rise of AI and SEO, shifts in B2B marketing beliefs, challenges in tracking B2B marketing, changes in B2B buyer behavior, the role of video content in B2B marketing, and content creation and B2B marketing habits. The conversation covers topics such as commercial alignment, the impact of AI on content development, leveraging brand heritage in marketing, challenges in marketing and collaboration, and barriers in marketing and human connection. Takeaways AI and SEO are transforming B2B marketingThe shift towards conversational search and video content in B2B marketing Commercial alignmentSpace for innovation Chapters 00:00 Introduction to Growth Hack IO02:04 The Journey into Marketing04:45 Shift in B2B Marketing Beliefs07:19 Challenges in Tracking B2B Marketing11:25 Changes in B2B Buyer Behavior12:31 Video Content in B2B Marketing16:29 Content Creation and B2B Marketing Habits17:10 Commercial Alignment and Activity18:05 Impact of AI on Content Development23:59 Leveraging Brand Heritage in Marketing26:37 Challenges in Marketing and Collaboration28:07 Barriers in Marketing and Human Connection31:02 Inviting the Next Guest and Closing

  6. Jul 27

    S01E09 - Max Gordon, Tanium - B2B Marketers: Off The Record

    Max Gordon, Director of Campaigns at Tanium, shares insights on B2B marketing, buyer behavior, and the strategic bets marketing leaders should make. He discusses the challenges and opportunities in B2B marketing, the importance of marketing hygiene and the AI/LLM landscape. The conversation covers a range of topics including the impact of AI on future generations, the need to redefine marketing qualified leads (MQLs), the importance of brand investment, and the challenges of attribution in B2B marketing. The discussion also delves into the role of AI in stakeholder translation and the value of simplifying marketing messages for senior executives. Takeaways B2B marketing is not boringBuyer behavior has shifted with the introduction of new channels and a change in patience and consumption habitsMarketing hygiene and the AI/LLM landscape are strategic bets that marketing leaders should focus on in the next couple of years AI's impact on future generationsRedefining marketing qualified leads (MQLs)The importance of brand investmentChallenges of attribution in B2B marketingSimplifying marketing messages for senior executives Chapters 00:00 Strategic Bets for Marketing Leaders23:43 AI's Impact on Future Generations24:12 Redefining Marketing Qualified Leads (MQLs)25:03 Challenges of Attribution in B2B Marketing26:39 Simplifying Marketing Messages for Senior Executives36:48 The Importance of Brand Investment

  7. Jul 20

    S01E08 - Niall Sullivan, Senseye at Siemens - B2B Marketers: Off The Record

    The conversation with Niall Sullivan, Head of Marketing at Senseye for Siemens, covered various topics related to B2B marketing. Niall shared insights on content strategy, authenticity, the value of events, the B2B buyer journey, and the role of AI in personalization. He emphasized the importance of investing in people and AI, changing the perception of marketing, and learning from mistakes. Takeaways Content StrategyAuthenticity Chapters 00:00 Introduction and Background01:15 Nostalgia in B2B Marketing04:03 The Journey into B2B Marketing08:36 Shift in B2B Marketing Beliefs11:58 The Value of Events and Micro-Events14:46 B2B Buyer Journey and AI17:15 Strategic Bets in Marketing26:22 Investment in People and AI31:03 Changing the Perception of Marketing34:18 Recommendation for Future Guest36:01 Question for Future Guest

  8. Jul 13

    SO1E07 - Andy Griffiths, xDNA - B2B Marketers: Off The Record

    This conversation covers the importance of funding and tactical campaigns for B2B marketers, the need to challenge the status quo, and the impact of internal stakeholder buy-in on marketing success. It also addresses the changing landscape of LinkedIn and the challenges and opportunities for B2B marketers in the current environment. Takeaways Evolution of B2B marketingFunding and tactical campaigns are crucial for B2B marketers to stay ahead of the competition.Challenging the status quo and addressing internal stakeholder buy-in are essential for marketing success in the B2B space. Chapters 00:00 Evolution of B2B Marketing09:15 Impact of AI on B2B Buying Behavior28:41 Funding and Tactical Campaigns31:39 Challenging the Status Quo37:58 The Changing Landscape of LinkedIn43:31 Internal Stakeholder Buy-In and Marketing Success49:29 Challenges and Opportunities for B2B Marketers

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About

For honest, practical conversations about what’s really working in B2B Marketing. Cohosted by Freya Ward and Chloe Addis, in conversation with to top B2B tech marketers, asking 5 questions on strategy, tactics and tough decision making.

Information

  • Creator
    Freya Ward & Chloe Addis
  • Years Active
    2026
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © 2026 Freya Ward & Chloe Addis