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Spotlight on B2B Marketing
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.
Episodes
38 episodes
Why You Must Prove Your Value or Lose a Seat at the Table as a B2B Marketer with David Rowlands
The pressure on B2B marketers to prove commercial value has been building for years. But what does it actually take to step up, earn a seat at the board table, and lead marketing as a genuine revenue driver?In this episode of Spotlight o...
How to Stand Out When Every Competitor Sounds the Same with Chrissie Bardwell
In a world flooded with AI-generated content, click-through rates are falling and every brand is starting to sound the same. So what actually cuts through?In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Chris...
The Problem With AI Marketing Is Not The Tech, It’s How We Talk About It with Stephen Christou
Most AI companies think they have a positioning problem. They don't. They have a translation problem.In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Stephen Christou, a B2B marketing leader with experience a...
Sink or Swim: Why Standing Still is No Longer a Strategy for B2B Marketers with Pavneet Syan
The pace of change in business has never been faster. AI is reshaping entire industries, macroeconomic pressure is intensifying, and organisations that aren't experimenting now will start to feel it in six, twelve, eighteen months' time.&...
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 exp...
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 ...
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 Ear...
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, Chi...
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 Mar...
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...
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...
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 Mas...
Is the Linear Marketing Funnel Dead in B2B? with Shana Brewer
B2B buyers don't move in straight lines anymore, and the old MQL-focused approach is leaving revenue on the table.In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Shana Brewer, Director of Global Campaigns at Veeam S...
AI Search is Eating Your Traffic - Here's How to Win It Back with Kyle Byers, Semrush
Your customers are making buying decisions in ChatGPT before ever visiting your site—and your analytics can't see it happening. We reveal why traditional attribution is broken, how the "great decoupling" is misleading marketing leaders, and wha...
Diagnosing What's Wrong in Your Marketing Strategy and How to Fix It with Dani Smallbone
When growth stalls and something feels "off" with marketing, how do you diagnose the real problem? Is it the demand generation engine, the positioning, or something deeper in the business itself?In this episode of Spotlight on B2B Tech ...
The Hidden 70% Pipeline Opportunity Most CEO's Are Missing with Oren Greenberg
When CEO’s tell marketing advisors they want to become thought leaders, there's often a stark disconnect between their goals and their execution. In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Oren Greenbe...
The Risks of Trying to Rush Quick Marketing Wins with Bianca Bass
The pressure to deliver immediate marketing results has never been more intense. But what if chasing those quick wins is actually limiting your long-term success?In this episode, Bianca Bass, CMO of Privalgo and one of the Top 30...
From Solo Marketer to AI-Powered Team: Scaling with Wendy, Roger & Custom GPTs with Russ Somers
Growing an early-stage company from zero to $30 million is one of the most challenging journeys in business—and it's where most marketing "playbooks" struggle.In this episode, industry veteran Russ Somers reveals what it really takes to ...
The Secrets of Product Marketing that Give you a Commercial Edge with Chris Wade
From physicist to product marketing leader—Chris Wade's journey is anything but ordinary. But can marketing really solve problems that businesses didn't even know were marketing problems?In this episode of Spotlight on B2B Tech Marketin...
Why Your Marketing Plan Might Be Holding You Back with Olga Denisova
Is your annual marketing plan holding you back? What if there's a more agile way to drive growth while staying laser-focused on what matters?In this episode Karen welcomes Olga Denisova, CMO at GetPhoto.com and a veteran of major tech su...
Building High-Performance Marketing Teams with Tight Budgets with Jerome Stewart
How do you build a high-performing marketing team from the ground up -especially when the stakes are high and the budget is tight?In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Jerome Stewart, CMO at Convi...
How to Turn Anonymous Buyer Research Into Sales Opportunities with Stefano Iacono
In today's digital-first world, B2B buyers conduct extensive research before ever contacting a vendor. But how can marketing and sales teams effectively reach prospects who prefer to remain anonymous until they're ready to buy?In this ep...
How to Lead Marketing Innovation Through AI with Melody Easton
AI is a hot topic for everyone in marketing right now, with tools like ChatGPT and other generative platforms changing how we work. But can marketers really harness AI effectively while maintaining that essential human connection with customers...
How to Achieve Business Growth Using Global Marketing with Ana Castrillon
In this episode, host Karen Lloyd speaks with Ana Castrillon, Head of Marketing at Toku, about what it really takes to drive business growth through global marketing.Ana shares insights from her experience scaling brands across Latin Am...
Legacy to SaaS: Lessons in Leading Customer Change with John Watton
In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd interviews John Watton, an international marketing leader who has shaped strategies at tech giants including Adobe, Yext, and VMware. With extensive experience in...
