The B2B Marketer

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

  1. 2d ago

    Rachel Rappaport: Why Yesterday's LinkedIn Playbook Isn't Working Anymore

    What happens when the LinkedIn tactics that used to work suddenly stop delivering results? Rachel Rappaport, Head of Content at Compound, works with B2B tech founders to build their presence on LinkedIn and turn that attention into business opportunities. She's seen firsthand how quickly the platform changes and why marketers need to keep adapting. In this episode, Rob and Rachel explore why founder-led content may already be losing its competitive edge, why she recommends spending less than 5% of your LinkedIn efforts on your company page, and how a creator with 100,000 followers could still struggle to generate revenue. They also discuss why blindly following LinkedIn best practices can hold marketers back. Connect with Rachel: LinkedIn: https://www.linkedin.com/in/rachel-rappaport/Compound Content Studio: https://www.compoundcontentstudio.com/Social Files by Tommy Clark: https://www.readsocialfiles.com/subscribe

  2. 4d ago

    Araminta Robertson: Why Marketers Should Start With BoFu Content

    Bottom-of-funnel content often attracts less traffic than broader, informational articles. But those visitors are much closer to making a purchase. So why do so many B2B marketers continue chasing traffic instead of targeting buyers? Araminta Robertson, founder of Mint Studios, helps fintech companies turn content into measurable pipeline. She joins Rob to explain why she believes B2B marketers should start at the bottom of the funnel and work their way up. They discuss how AI search is changing the value of BoFu content, why companies shouldn't shy away from writing about competitors, and how to measure content's contribution to revenue when traditional analytics only tell part of the story. Connect with Araminta Robertson: LinkedIn: linkedin.com/in/aramintarobertson/ Mint Studios: mintcopywritingstudios.com/ How Fintechs Can Win in AI Search: mintcopywritingstudios.com/ai-search-report

  3. 6d ago

    Ashley Dudzik: Does Your Company Really Need a Rebrand?

    Does your company really need a rebrand? Or would a simple refresh do the job? Companies can spend a lot of money changing their names, logos, and visual identities. But without a clear business reason, is that investment worthwhile? Ashley Dudzik, founder of Continuum Brand Strategy, joins Rob to discuss when a rebrand makes sense. They explore how changes in your customers and business strategy should inform branding decisions. Ashley also shares what she learned at Morningstar about building brand trust through everyday customer experiences and getting employees aligned around a common mission. Connect with Ashley: LinkedIn: linkedin.com/in/ashleydudzik/ Email: ContinuumBrandStrategy@outlook.com Website: continuumbrand.com

  4. Oct 9

    Samantha Schwimmer: Why Being Human Is an Advantage in the AI Era

    As AI makes it easier to create polished marketing content, could simply being a real person become a competitive advantage? Samantha Schwimmer, Chief Marketing Officer at Advyzon, believes the human element is more important than ever. Her team is embracing AI, but she's careful about preserving the judgment and personal relationships that build trust with customers. Rob and Samantha discuss how AI is changing marketing workflows, why experienced marketers can get more out of these tools, and where human oversight remains essential. They also explore why genuine interactions can leave a bigger impression than perfectly polished content. Samantha on LinkedIn: https://www.linkedin.com/in/samanthaschwimmer Advyzon: https://www.advyzon.com/

  5. Oct 7

    Benji Hyam: The GEO Playbook for B2B Marketers

    Everyone's talking about GEO. But what does an actual content strategy for AI search look like? Benji Hyam, co-founder of Grow and Convert, joins Rob to walk through his agency's approach to getting B2B companies recommended in AI search. Drawing on his experience building content programs and testing GEO strategies, Benji explains how to identify the topics worth targeting, create content that reflects real customer problems, and build authority with the sources AI search engines rely on. They also explore how to measure AI visibility when traditional rankings and attribution no longer tell the whole story. Connect with Benji Hyam: LinkedIn: https://www.linkedin.com/in/benjihyam/Grow and Convert: https://www.growandconvert.com/

  6. Oct 5

    Neil Spencer: AI Is Moving the Product Development Bottleneck

    AI is speeding up product development, but some parts of the process can’t move at the same pace. When teams can analyze data and build early concepts in days instead of months, customer validation can become the new bottleneck. Neil Spencer, VP of Product at AlertMedia, joins Rob to talk about how AI is changing the way product teams work. Drawing on a career that started in sales before moving into product leadership, Neil shares how his team is using AI to test ideas and prototype faster, why customer conversations remain critical, and what happens when your ability to create starts outpacing your ability to validate. Connect with Neil on LinkedIn: https://www.linkedin.com/in/neil-s-25a90716/

  7. Oct 2

    Jenna Poste: What Happens When Software Gets Much Faster to Build?

    AI is helping software companies build and release new features faster than ever. But what happens when product development starts moving faster than marketing can keep up? Jenna Poste, VP of Product at Wagepoint, is navigating this challenge firsthand. Features that once took months to develop can now be ready in a sprint or two, leaving marketing teams scrambling to prepare messaging, educational content, and launch materials. Rob and Jenna discuss how AI is changing the relationship between product and marketing teams, why customer research is becoming increasingly important, and how companies can adapt when their traditional go-to-market timelines no longer work. Connect with Jenna Poste: LinkedIn: https://www.linkedin.com/in/jennaposte/ Wagepoint: https://www.wagepoint.com/

  8. Sep 30

    Katie Norris on the B2B Content You Should STOP Creating

    If you can write an entire blog post using information you found on Google, is it worth creating? Katie Norris thinks that’s a useful question for B2B content teams to ask. After years working in fintech content, both in-house and with multiple clients, she’s seen how easy it is for companies to churn out versions of what’s already online. In this episode, Katie and Rob talk about what makes content worth creating now that AI can handle much of the basic research and writing. They also get into where marketers can find original ideas, how to use the time AI saves, and why publishing more shouldn’t always be the goal. Connect with Katie Norris:LinkedIn: https://www.linkedin.com/in/katienorris21a/

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About

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

Information

  • Creator
    Robert Baillieul
  • Years Active
    2025 - 2026
  • Episodes
    26
  • Rating
    Clean
  • Copyright
    © Robert Baillieul
  • Show Website
    The B2B Marketer