B2B Marketers: Off The Record

Freya Ward & Chloe Addis
  • 0.0 (0)
  • Marketing

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

    S02E03 - Niall Ratcliffe, noticed. - B2B Marketers: Off The Record

    In this episode of B2B Marketers Off the Record, Freya Ward interviews Niall Ratcliffe, CEO of noticed., discussing his journey into B2B marketing, the evolution of marketing strategies, and the impact of AI on buyer behavior. The conversation highlights the shift from traditional marketing to a more technical, data-driven approach. In particular, emphasizing the move from personalization to relevance, the importance of understanding market signals, and the need for long-term investment in marketing strategies. They also touch on the challenges of leadership buy-in and the perception of marketing as a serious discipline rather than a fun endeavor. Takeaways Shift to data-driven marketingImportance of understanding buyer signals Shift from personalization to relevanceMarketing requires long-term investmentChapters 00:00 Introduction to Niall Ratcliffe01:06 Niall's Journey into B2B Marketing05:33 The Evolution of Marketing Strategies13:01 Changing Behavior of B2B Buyers19:35 The Future of B2B Marketing23:19 The Relevance of Personalization26:12 B2B Marketing: Current Trends29:12 Demand Generation vs. Demand Capture32:37 Leadership and Marketing Buy-In36:54 The Seriousness of Marketing

  2. Oct 5

    S02E02 - Simon Gould, Sydney Digital Marketing - B2B Marketers: Off The Record

    In this episode, Simon Gould shares his extensive journey in digital marketing, emphasizing the transformative impact of AI on B2B marketing. He discusses the importance of human interaction and customer experience in a rapidly evolving digital landscape. In this conversation, Simon Gould and Freya Ward discuss the critical relationship between C-suite executives and marketing, emphasizing the need for alignment and understanding marketing as an investment rather than a cost. They explore the current state of B2B marketing, the impact of digital visibility, and the evolving landscape of AI and LLMs, while also addressing the challenges of multilingual content. Takeaways AI reshapes B2B marketingHuman interaction remains vital Marketing as an investmentC-suite alignment with marketing Chapters 00:00 Introduction to Simon Gould03:13 Journey into Digital Marketing06:08 The Impact of AI on Marketing08:53 Shifts in B2B Buyer Behavior12:07 The Importance of Customer Experience14:56 Navigating the New Digital Landscape18:00 Strategic Bets for Marketing Leaders21:11 Understanding Niche Markets23:49 The Role of Marketing in the C-Suite26:51 Future of Marketing and AI30:48 Aligning C-Suite and Marketing32:11 Understanding Marketing as an Investment35:36 The Impacts of Digital Visibility38:04 Describing B2B Marketing Today40:16 Navigating Human and AI Audiences42:55 The Future of LLMs and Content47:04 Multilingual Challenges in Marketing48:01 Future Podcast Guests and Questions

  3. Sep 28

    S02E01 - Colin Stansbury, Brevo - B2B Marketers: Off The Record

    Colin Stansbury, Partner Account Manager at Brevo, discusses the evolving landscape of B2B marketing. The conversation delves into the challenges of B2B marketing, emphasizing the importance of understanding customer needs, and creating meaningful engagement. It also explores the role of partnerships and the need for more meaningful customer conversations. Takeaways Marketing is about understanding and interpreting data to influence buying decisions.B2B buyers are more informed and arrive later in the buying journey, requiring a focus on building confidence and providing relevant, useful information.The strategic bet for marketers is on speed of understanding and relevant action, not volume of activity. Customer understanding is keyQuality over quantity in customer engagement Chapters 00:00 Introduction to Brevo and Customer Engagement03:03 Changing Beliefs in B2B Marketing06:04 Challenges of Data and Lead Nurturing07:36 Role of Partnerships in Marketing10:08 Shifts in B2B Buyer Behavior12:01 Understanding Buyer Pain Points17:27 Strategic Bet for Marketers20:08 Challenges of Automation and Generated Content22:10 Understanding Customer Needs25:11 Realigning Marketing Goals28:36 The MQL Issue31:00 The Role of AI in Marketing34:28 Partnerships and Customer Engagement

  4. Sep 21

    S01E17 - Conor Bant, Fox Agency - B2B Marketers: Off The Record

    Conor Bant, Head of Media and Performance at Fox Agency, discusses the evolution of B2B marketing, the impact of AI, changes in search advertising, and the integrated approach to media planning and PR. He emphasizes the importance of a holistic view of marketing channels and budget allocation. The conversation delves into the intricacies of building high-quality leads, engaging the right audience, leveraging CRM and ABM platforms, adopting an account-based approach, aligning marketing and sales, lead generation, budget allocation, the state of B2B marketing, and the need for a holistic marketing approach in the current landscape. Takeaways The importance of a holistic approach to media planning and PRThe need for a coordinated and integrated view of marketing channels and budget allocation Building high-quality leads requires a strategic approach to engaging the right audience.The integration of CRM, ABM platforms, and a holistic marketing approach is essential for successful lead generation and sales engagement. Chapters 00:00 Introduction to Media and Performance at Fox Agency01:19 Journey into Marketing and Digital Media04:01 Evolution of B2B Marketing and the Impact of AI05:04 Changes in Search Advertising and Optimization10:25 Behavioral Shifts in B2B Buyers and Trust in AI Recommendations14:48 Integrated Approach to Media Planning and PR22:17 Holistic View of Marketing Channels and Budget Allocation22:44 Building High-Quality Leads24:10 Engaging the Right Audience24:41 CRM and ABM Platforms25:30 Account-Based Approach26:17 Aligning Marketing and Sales27:07 Lead Generation and Sales Engagement30:02 Budget Allocation and Marketing Strategy33:50 The State of B2B Marketing37:19 Holistic Marketing Approach

  5. Sep 14

    S01E16 - Kerry Guard, MKG Marketing - B2B Marketers: Off The Record

    The conversation covers search visibility optimization, digital ads, marketing operations, and the importance of building brand visibility. It also delves into the evolution of marketing strategies, the impact of AI and LLMs on customer behavior, and the need for customer-centric content creation. The conversation covers the importance of consistent messaging, resource allocation for marketing, the impact of AI on marketing, and the need for a thoughtful approach to positioning and messaging. It also explores the significance of slowing down in marketing and the use of AI in marketing strategies. Takeaways SVO (Search Visibility Optimization) encompasses SEO, AEO, and GEO, and is crucial for brand visibility.Brand building and customer-centric content creation are essential for B2B marketing success in the current landscape. Consistency in messaging is crucialResource allocation for marketing requires careful considerationAI's impact on marketing and the need for a thoughtful approach to positioning and messagingThe importance of slowing down in marketing and the use of AI in marketing strategies Chapters 00:00 Introduction to SVO and Digital Ads03:01 Transitioning to Growth Stage in B2B Marketing04:05 Kerry's Journey into Marketing08:50 The Shift in B2B Marketing Beliefs23:04 Strategic Bets for Marketing Leaders25:56 Building Brand and Content Engine30:47 The Impact of AI and LLMs on Marketing31:27 The Need to Stop Random Acts of Marketing32:30 Consistent Messaging and Resource Allocation33:30 The Impact of AI on Marketing34:25 The Need for Thoughtful Positioning and Messaging46:10 Slowing Down in Marketing and AI Strategies

  6. Sep 7

    S01E15 - Lindsay O'Brien, Pragmatico - B2B Marketers: Off The Record

    Lindsay O'Brien, Head of Marketing at Pragmatico, shares her marketing journey, insights on B2B marketing beliefs, the role of AI in marketing, community and relationship building, and the importance of content strategy and distribution. The conversation delves into the core themes of content marketing strategy, respectful marketing, protecting marketing investments, human expertise in marketing, budget and creativity in marketing, the future of marketing and AI, and practical implementation of AI in marketing. The discussion emphasizes the importance of clear content goals, audience respect, protecting marketers' time and energy, the value of human expertise, the impact of budget constraints on creativity, and reshaping marketing organizations based on AI and buyer behavior. Takeaways Shifting perspective on marketing metricsImportance of community and relationship building Clear content goals are essential for effective content marketing.Respecting audience time and energy is crucial for successful marketing. Chapters 00:00 Introduction to Marketing Journey03:02 Transition to Content Marketing05:58 Shifting Marketing Perspective08:57 B2B Marketing Beliefs11:50 Behavior of B2B Buyers15:02 The Role of AI in Marketing17:47 Community and Relationship Building20:58 Content Strategy and Distribution23:13 Content Marketing Strategy25:53 Respectful Marketing26:28 Content as the Core of Marketing26:55 Protecting Marketing Investments29:31 Human Expertise in Marketing32:23 Budget and Creativity in Marketing35:09 Future of Marketing and AI37:21 Practical Implementation of AI

  7. Sep 1

    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

  8. 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

See All (20)

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
    20
  • Rating
    Clean
  • Copyright
    © 2026 Freya Ward & Chloe Addis

You Might Also Like