Spotlight on B2B Marketing

Karen Lloyd
  • 5.0 (1)
  • MARKETING
  • UPDATED MONTHLY

Welcome to Spotlight on B2B Marketing.Join me as we embark on a journey through the ever-evolving landscape of B2B marketing, featuring engaging interviews with industry leaders and C-suite decision-makers. Listen as we uncover the strategies, insights, and success stories where marketing has helped to drive revenue, innovation, and growth in the exciting B2B space.

  1. Why "Professional" Content Is Killing Your Engagement with Xandrina Allday

    MAR 30

    Why "Professional" Content Is Killing Your Engagement with Xandrina Allday

    Most B2B brands are trying to look professional on social media. But in doing so, many are becoming invisible. In this episode, host Karen Lloyd is joined by Xandrina Allday, social media strategist and founder of Allday Marketing, to explore why social media is one of the most underutilised commercial drivers in B2B, and what it actually takes to make it work. From platform selection and the LinkedIn algorithm update, to cold DM strategy and employee-generated content, Xandrina shares a practical, no-nonsense playbook for B2B brands who are ready to stop playing it safe. What You'll Learn in This Episode: ✔️ Why corporate tone is costing B2B brands trust, engagement and pipeline ✔️ How to align your social media activity with real business goals, not vanity metrics ✔️ The process for choosing the right platforms based on your ICP ✔️ Why Instagram can be a powerful lead generation tool for B2B and how to use it ✔️ The ManyChat comment-to-DM tactic that converts social followers into email leads ✔️ What LinkedIn's 360 Brew algorithm update means for your content and profile ✔️ How to build a cold DM strategy that actually gets responses And in B2B, where trust, relationships, and credibility matter most - that human layer isn't optional. Connect with Xandrina Allday: LinkedIn: linkedin.com/in/socialmediatips/ Website: alldaymarketing.co.uk About the Host: Karen Lloyd is the host of Spotlight on B2B Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs or the current market, contact Karen at karen@armstrongloyd.co.uk  Connect on LinkedIn: linkedin.com/in/lloydkaren/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    41 min
  2. What Happens When You Hire Your First True Marketing Leader with Joe Walker & Victoria Wilson

    MAR 17

    What Happens When You Hire Your First True Marketing Leader with Joe Walker & Victoria Wilson

    Many growing businesses reach a tipping point where ad hoc campaigns and word of mouth simply are not enough. But knowing when and how to make that first senior marketing hire is harder than it sounds. In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Joe Walker, Head of Global Marketing, and Victoria Wilson, HR Director at Panorama Antennas, to explore what really happens when a business brings in its first true marketing leader. From recognising the triggers for the hire to transforming a fragmented, sales-driven function into a strategic growth engine, Joe and Victoria offer a candid and practical first-hand account of the journey. From calibrating the right level of hire to building a data-driven, full-funnel marketing function, this episode is packed with actionable insights for founders, business leaders, and marketing professionals alike. What You'll Learn in This Episode: ✔️ How to identify the right moment to hire your first senior marketing leader ✔️ The key criteria for finding someone who can balance strategy with hands-on execution ✔️ What changes when marketing shifts from a support function to a strategic partner ✔️ Why emotional intelligence and cultural fit matter as much as technical skill ✔️ How a new marketing leader should approach their first weeks, listening before acting ✔️ The power of HR and marketing collaborating on employer branding ✔️ What the Great Place to Work accreditation is and why it drives commercial value Whether you are a founder considering your first senior marketing hire, an HR leader navigating the process, or a marketing professional stepping into a new organisation for the first time, this episode will give you a practical framework and the confidence to get it right. Connect on LinkedIn with: Joe: https: linkedin.com/in/joewalker Victoria: linkedin.com/in/victoria-wilson Karen: linkedin.com/in/lloydkaren/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    34 min
  3. How To Stop the Blurred Lines Between Sales, Marketing and Product with Louise Early

    FEB 24

    How To Stop the Blurred Lines Between Sales, Marketing and Product with Louise Early

    Sales are asking what marketing is doing. Marketing is questioning where sales are focusing. Teams operating in silos instead of segments. Sound familiar? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Louise Early, Marketing and Commercial Director at Navtech Radar, to explore how she is tackling that challenge head on. By building segment teams where sales, marketing and product work together, aligned to the same market focus and success metrics. With a career spanning engineering, field sales, product management and strategic marketing, Louise brings a rare end-to-end perspective on what it actually takes to make these functions work as one. What You'll Learn in This Episode: ✔️ Why frontline sales experience shapes stronger, more empathetic marketers ✔️ How to implement true segmentation — not just talk about it ✔️ What a segment team model looks like in practice ✔️ How to define shared KPIs built by the team, for the team ✔️ Why curiosity is the most important hire criterion in technical B2B ✔️ The real risks of duplicating capability in a segment model ✔️ Where AI fits in — and where to be cautious If you are leading marketing in a technical or engineering-led business, this one is for you. Connect with Louise on LinkedIn: linkedin.com/in/louiseearly/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    24 min
  4. How To Lead a Rebrand With Reduced Budgets During An Economic Downturn with Angela Brown

    FEB 10

    How To Lead a Rebrand With Reduced Budgets During An Economic Downturn with Angela Brown

    How do you lead a full rebrand, restructure a global marketing team, and compete with better-funded rivals — in the middle of an economic downturn? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Angela Brown, Chief Marketing Officer at NCC Group, to share her truly inspirational journey. Angela joined the business in January 2023, just as the macroeconomic turndown started, but since then has delivered a complete brand transformation while working with challenging budgets. From navigating profit warnings to restructuring a global team across multiple disciplines, Angela offers unfiltered insights that marketing leaders can implement when facing their toughest challenges. This is real experience from a CMO who actually did it. What You'll Learn in This Episode: ✔️ How to execute a complete rebrand during a profit warning and budget cuts ✔️ Why decision-making by committee kills rebrand projects and what to do instead ✔️ How to restructure a global marketing team from regional silos to a unified function ✔️ The secret to competing against better-funded competitors without matching their budgets ✔️ How to balance internal and external communications during massive organisational change ✔️ The mindset shift required to move from digital-heavy to relationship-driven marketing Whether you're leading a rebrand in uncertain times, competing with companies that can outspend you, or rebuilding a marketing team through a restructure, this episode is packed with practical takeaways from a CMO who successfully navigated all three challenges. Connect with Angela on LinkedIn: linkedin.com/in/angelabrowncmo/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    34 min
  5. When Product-Led Growth Works, When It Fails, and What to Do Instead with Gary Gonsalvez

    JAN 27

    When Product-Led Growth Works, When It Fails, and What to Do Instead with Gary Gonsalvez

    There's an ongoing debate in B2B tech: should you let your product sell itself through product-led growth, or invest in a traditional sales-led approach?  What if the answer isn't binary? In this episode of Spotlight on B2B Marketing, host Karen Lloyd speaks with Gary Gonsalvez, Marketing Director at Coveo, who brings over 20 years of experience delivering 10x growth through strategic marketing. Unlike many marketing leaders who stay in one lane, Gary has successfully operated in both sales-led organisations like SAI Global and Coveo, and product-led growth companies like Pledge. From understanding which customer tasks suit each model to navigating the organisational challenges of hybrid approaches, Gary provides a framework for choosing the right growth strategy based on customer behaviour rather than industry trends. What You'll Learn in This Episode: ✔️ The fundamental difference between product-led and sales-led growth—where you place the burden of education and value demonstration ✔️ How to determine which growth model suits your business based on three critical questions about customer tasks ✔️ Why transitioning from PLG to sales is significantly easier than going sales-to-PLG ✔️ The hidden costs of PLG that many companies underestimate—from continuous UX investment to product analytics Connect with Gary on LinkedIn: linkedin.com/in/gary-gonsalvez/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    34 min
  6. The Marketing Framework That Lets You Innovate Without Sacrificing ROI with Joe Dotson

    JAN 13

    The Marketing Framework That Lets You Innovate Without Sacrificing ROI with Joe Dotson

    How do you encourage creative marketing campaigns while still hitting your pipeline targets? It's the question every marketing leader wrestles with, especially in field marketing where ROI is constantly under scrutiny. In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Joe Dotson, Director of EMEA Field Marketing at Infoblox, an award-winning marketing leader who has transformed field marketing from tactical execution to strategic partnership. With sevenyears at Infoblox, Joe has developed frameworks that allow his team to innovate boldly while maintaining strict accountability to revenue goals. From the "Patch Plan" strategy that aligns marketing with sales territories to the "Fail Forward" philosophy that dedicates 20% of time to experimentation, Joe shares the processes that have driven significant growth. **What You'll Learn in This Episode:** ✔️ The "Fail Forward" approach: dedicating 20% of time to innovation while hitting 100% of targets ✔️ How to create "Patch Plans" that align marketing strategy with individual sales territories ✔️ The follow-up framework that ensures no lead gets left behind after events ✔️ How to position field marketers as "mini CMOs" rather than just "the events people" ✔️ How to break down sales-marketing silos by treating sales as your customer ✔️ Practical tactics for working across diverse regional cultures in EMEA Whether you're a field marketing leader looking to elevate your team's strategic impact, a CMO restructuring your marketing team, or a CEO trying to understand how marketing can truly partner with sales, this episode delivers actionable frameworks you can implement immediately. Connect with Joe on LinkedIn: linkedin.com/in/joedotson Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    31 min
  7. How to Create Customer Advocacy That Directly Impacts Revenue with Faith Wheller

    11/26/2025

    How to Create Customer Advocacy That Directly Impacts Revenue with Faith Wheller

    Customer advocacy is no longer just a nice-to-have—it's a revenue driver. But how do you build a systematic approach that turns happy customers into active revenue generators? And more importantly, how do you make this everyone's responsibility, not just marketing's? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Faith Wheller, VP of Global Marketing for TeamViewer, to explore how to build customer advocacy programmes that directly impact your bottom line.  With over 25 years of marketing experience and a track record of managing 700,000 customers, Faith shares the frameworks and strategies that transform customer satisfaction into measurable business growth. From creating tiered advocacy programmes to making customer advocacy an organisation-wide responsibility, Faith provides practical insights that CEOs and marketing leaders can implement to reduce acquisition costs and accelerate sales cycles. What You'll Learn in This Episode: ✔️ How to build a systematic customer advocacy platform that tracks and rewards customer actions ✔️ Why customer advocacy must be an organisation-wide responsibility beyond marketing ✔️ How to identify your advocates using existing platforms and customer signals ✔️ Strategies for rewarding advocates beyond traditional swag (sustainable and meaningful incentives) ✔️ The business case for customer advocacy: ROI, brand awareness, and diversity goals Whether you're a CEO looking to reduce customer acquisition costs or a marketing leader building advocacy programmes from scratch, this episode is packed with practical takeaways to turn your customers into your most effective sales force. Connect with Faith on LinkedIn: linkedin.com/in/faithwheller/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    37 min
  8. From Code to +£15M ARR: Bootstrapping and Scaling a Tech Startup with Nick Mason

    11/11/2025

    From Code to +£15M ARR: Bootstrapping and Scaling a Tech Startup with Nick Mason

    Every founder reaches a point where they realise they don't know what they don't know. But how do you scale a business when there's no manual to follow? In this episode of Spotlight on B2B Marketing, host Karen Lloyd speaks with Nick Mason, co-founder of Turtl, about his remarkable journey from writing a few lines of code with his co-founder whilst on a project at Oxford University to building a revenue-generating content platform now supporting hundreds of brands. Nick shares the honest reality of bootstrapping to £1M ARR with no funding, navigating the leap from software engineer to CEO, and competing with giants like Adobe in the crowded MarTech space. From identifying critical knowledge gaps to building a marketing team that influences product strategy, Nick reveals the hard-won lessons that separate founders who scale successfully from those who get stuck. The conversation also explores how ABM teams can demonstrate ROI through better measurement, personalisation at scale, and creating feedback loops that drive continuous improvement. What You'll Learn in This Episode: ✔️ How to bootstrap a tech startup from initial concept to 1M ARR with no funding ✔️ Strategies for identifying and overcoming "what you don't know you don't know" ✔️ How to compete with major players when you're a smaller company ✔️ Why marketing must be intrinsically linked to business strategy, not siloed ✔️ The importance of mentors, advisors, and continuous self-education in scaling ✔️ How to navigate from bootstrapping to Series A funding ✔️ The value of being noteworthy and differentiated in a crowded market ✔️How ABM teams can scale programmes, set up feedback loops, and connect content to pipeline Whether you're a founder navigating early-stage growth, a CEO looking to understand marketing's strategic value, or an entrepreneur facing challenges you've never encountered before, this episode offers practical wisdom and inspiration for your scaling journey. Connect with Nick on LinkedIn: linkedin.com/in/nickmasonsays/ Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/ Find out more about Turtl at turtl.co Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B. Want to know more? Discover more at armstronglloyd.co.uk

    34 min
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About

Welcome to Spotlight on B2B Marketing.Join me as we embark on a journey through the ever-evolving landscape of B2B marketing, featuring engaging interviews with industry leaders and C-suite decision-makers. Listen as we uncover the strategies, insights, and success stories where marketing has helped to drive revenue, innovation, and growth in the exciting B2B space.

Information

  • Creator
    Karen Lloyd
  • Years Active
    2024 - 2026
  • Episodes
    34
  • Rating
    Explicit
  • Copyright
    © 2026 Spotlight on B2B Marketing
  • Show Website
    Spotlight on B2B Marketing