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B2B Better

Business & Economics Podcasts

B2B Better exists to help businesses use marketing to navigate moments of change. Whether this is gearing up for a new funding round, launching a new product, pivoting in response to market trends or sitting either side of an acquisition - I break down modern-day B2B strategies into actionable advice with guests who have seen it all before.

B2B Better exists to help businesses use marketing to navigate moments of change. Whether this is gearing up for a new funding round, launching a new product, pivoting in response to market trends or sitting either side of an acquisition - I break down modern-day B2B strategies into actionable advice with guests who have seen it all before.

Location:

United Kingdom

Description:

B2B Better exists to help businesses use marketing to navigate moments of change. Whether this is gearing up for a new funding round, launching a new product, pivoting in response to market trends or sitting either side of an acquisition - I break down modern-day B2B strategies into actionable advice with guests who have seen it all before.

Language:

English

Contact:

07964833901


Episodes

How to Scale Community from Startup to IPO w/ Christina Garnett

5/10/2022
In this episode, I sit down with Christina Garnett, Senior Marketing Manager, Offline Community & Advocacy at Hubspot. We talk about scaling a community from startup to IPO, how to maintain engagement quality and the basic makeup of a customer advisory board that feeds company growth. Christina and I also talk about #MarketingTwitter and our thresholds for hitting that block button. Timestamps: 01:44 - When do you block on Twitter? 05:04 - How does community scale with a...

Duration:00:44:11

How to Build a Marketing Strategy and Raise a Seed Round w/ Sonia Baschez

4/25/2022
In this episode, I sit down with Sonia Baschez, Head of Marketing at Atmos. Sonia shares her story as one of the first full-time hires at the construction company and how she set about building a marketing strategy that Atmos raise a $4m Seed Round in 2020. This includes going unexpectedly viral at the start of the pandemic, leveraging the power of local media, and how to go about establishing credibility with no case studies. Timestamps: 0:56 - Who are you and what do you do? 2:27 -...

Duration:00:27:04

How to Build a Community Moat in a Startup w/ Sara Ott

4/12/2022
In this episode, I sit down with Sara Ott, Head of Community Experience at Hound. We talk about why community is a good hedge for B2B companies in the face of changing buyer behaviour, how to build and run an effective ambassador programme, and what a one-person marketing strategy looks like. Sara also shares her thoughts on why introverts can make some of the best community managers around. Timestamps: 01:24 - Who is Sara Ott? 03:44 - How she ended up at Hound 04:24 - What does Hound...

Duration:00:35:48

How to Pivot an In-Person Event to Remote w/ Shaun Cole

3/29/2022
In this episode, I sit down with Shaun Cole, Co-Founder and Account Director at Born Agency. He shares an excellent case study around how to pivot an idea in response to change. Working with Ecophon, a manufacturer of acoustic panels, Shaun and his colleagues delivered an internal marketing campaign focussed on boosting morale while working remotely. Shaun also shares his experience in hiring new staff during the great resignation and what it takes to build something memorable. This...

Duration:00:30:41

A VCs Perspective on Pre-Seed Marketing w/ Charlie O'Donnell

3/16/2022
In this episode, I sit down with Charlie O'Donnell, Founder and General Partner at Brooklyn Bridge Ventures. He shares his experience as a VC evaluating hundreds of potential deals and the role marketing plays in his decision-making. This episode is a must-listen for early-stage companies who want to get their marketing on point as they approach their pre-seed or seed round, We covered: 02:32 - Who is Charlie O'Donnell? 06:27 - What is Brooklyn Bridge Ventures? 08:32 - Getting a VCs...

Duration:00:40:59

What Does a Company Acquisition Marketing Strategy Look Like? w/ Isabelle Papoulias

3/2/2022
In this episode, I sit down with Isabelle Papoulias, CMO at Mediafly She shares her experience of leading the marketing strategy around an acquisition, how to define go-to-market messaging that resonates with customers and why it's so important to ask the tough questions early on. This episode is a must-listen for any B2B marketers sitting on the side of an acquirer and wondering just how the hell to make a splash. You can follow Isabelle here. Thanks to my friends at Remote for...

Duration:00:36:52

How to Rebrand Your B2B Company w/ Robin Bodicoat

2/12/2022
In this episode, I sit down with Robin Bodicoat, Head of Marketing at Touchlight. He shares an amazing story of a two-year-long project he led at his former company, Quotient Sciences, which saw Robin bring together five global business units with completely different identities and cultures under one cohesive brand. This episode is a must-listen for any B2B marketers tasked with leading a rebrand - the more complex, the better. You'll learn how to manage the expectations and emotions of...

Duration:00:35:54

Marketing an IPO w/ Renette Youssef

2/2/2022
In this episode, I sit down with Renette Youssef, Chief Marketing Officer of Velo3D. She shared the story of when the company went public via SPAC last year - and the journey leading up to the moment where Renette and her team rang the NYSE bell. We discussed what marketing expectations Velo3D's investors had for the listing, what strategy Renette deployed to meet them, and how the team maximised the impact of the day itself. Renette also shared some insights on the role of PR across a...

Duration:00:35:33

Navigating Moments of Change w/ Faaiza Ramji

1/12/2022
In this episode, I sit down with Faaiza Ramji, Founder of On Purpose. We talked about building brand and marketing strategies in non-SaaS businesses, navigating big moments of change and how finding that 'transformational idea' is like catching lightning in a bottle. You can follow Faaiza here. Or visit the On Purpose website here. Also - why not check out my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable...

Duration:00:41:15

Create B2B Messaging That Converts w/ Diane Wiredu

12/1/2021
In this episode, I sit down with Diane Wiredu, Messaging Strategist and Conversion Copywriter, and the founder of Lion Words. Drawing on her real-world experience in the world of B2B SaaS, Diane broke down the step-by-step approach she takes with clients on how to establish an on-page messaging hierarchy that tells a story and drives results. She also shared the #1 reason where companies fall short in delivering effective, cut-through messaging. This episode is a must-listen for B2B...

Duration:00:37:38

How to Master Developer Marketing w/ Ronak Ganatra

11/24/2021
In this episode, I sit down with Ronak Ganatra, VP Marketing at GraphCMS. We covered a topic everybody working in technology needs to understand - developer marketing. From what personal characteristics of developers should influence your strategy to the most effective channels in reaching more technically-minded buyers, this episode is a masterclass in building trust with a hard-to-win-over audience segment. Ronak also shares his advice for non-developer marketers who are tasked with...

Duration:00:40:46

Long Live the MQL! w/ Marc Thomas

11/17/2021
In this episode, I sit down with Marc Thomas, Head of Growth at Powered By Search. We covered a lot of the BIG questions faced by B2B companies - from what the best marketing teams are doing to drive growth to whether there's any point in optimising your strategy for MQLs. (hint - there is) This episode is a must-listen for early-stage B2B organisations looking for actionable demand-gen they can put into practice today. You can follow Marc on Twitter here. Thanks to my friends at Remote...

Duration:00:45:26

Giving More Than You Take in B2B Social w/ Danielle Guzman

11/10/2021
In this episode, I sit down with Danielle Guzman, Head of Social Media at Mercer. We broke down B2B social strategy into a 40-minute masterclass - from how to set the right objectives at the start of the year to finding the right balance between paid and organic. Danielle also shared her thoughts on the biggest untapped social media opportunity for brands in 2022. This episode is a must-listen for early-stage B2B organisations who want to know how to develop a social media strategy that...

Duration:00:48:14

How to Find Your Target Audience Online w/ Breezy Beaumont

11/3/2021
In this episode, I sit down with Breezy Beaumont, Head of Growth & Marketing at Correlated. We broke down how marketers can find out where their customers are hanging out online from a cold start, the most common pitfalls around activating a new channel and how to avoid them, and the best way to handle an exec that wants you to invest in an idea that you think won't work. This episode is a must-listen for early-stage B2B marketers looking for advice on where to spend their time, energy and...

Duration:00:26:43

Is the Marketing Funnel Dead? w/ Amanda Natividad

10/27/2021
In this episode, I sit down with Amanda Natividad, Marketing Architect at Sparktoro. We had a great, free-flowing conversation on everything from breaking into marketing as a career, the blurring lines between B2C and B2B marketing and how to create high-value content programme. Amanda and I also dived into the role of the conventional marketing funnel and why measuring leads may be a distraction from answering the question - is marketing making an impact? You can follow Amanda...

Duration:00:42:01

What B2B Marketing Metrics Really Matter?

10/20/2021
Flying solo this episode. I talk about the antidote to curing marketing departments that are risk-averse, creatively stunted and ill-equipped to handle evolving B2B buyer behaviours - more creative goal setting. This episode is a must-listen if you're obsessed with generating demand for your company tomorrow, not just capturing what exists today. Have you seen my weekly newsletter, The B2B Bite, where I break down marketing strategy and tactics for B2B leaders into fun-size, actionable...

Duration:00:11:07

Building an Enterprise Content Framework on a Startup Budget w/ Grace Baldwin

10/13/2021
In this episode, I sit down with Grace Baldwin, Content Strategist. We dived into her work on building an enterprise-scale funnel framework at Hiber. Built according to Eugene Schwartz's copywriting classic '5 Stages of Awareness', this episode is a must listen for B2B professionals looking to create a content system that nurtures leads so they're ready for sales. You can follow Grace here. Thanks to my friends at Chili Piper for sponsoring this episode. Any company that helps B2B...

Duration:00:39:58

How to Create Video Content B2B Buyers Want to Watch w/ Ethan Beute

9/29/2021
In this episode, I sit down with Ethan Beute, Chief Evangelist at BombBomb. We dived into why video is the most effective medium to convey a one-one/one-to-few marketing message, how to equip your colleagues to produce their own high-quality videos and why marketers should focus on the unscalable when building a video strategy. Ethan also shares his tips on how to convince sceptical sales colleagues to get in front of the camera - which I can tell you, is really, really hard. This episode...

Duration:00:42:12

Treat Content Like a Product w/ Brook Perry

9/22/2021
In this episode, I sit down with Brook Perry, VP Marketing at 'nuffsaid. We dived into marketing at a startup that's still in stealth, finding opportunities to surprise and delight, and establishing credibility when you haven't got any customers you can point to in a conventional case study. Brook also shares her philosophy on treating content like a product and the success her team found in launching a 2.0, a print magazine for customer success professionals. This episode is a...

Duration:00:41:18

And Just What the Hell is Product-led Growth? w/ Jorge Soto

9/19/2021
In this episode, I sit down with Jorge L Soto, Head of Content & Community at Reprise. We dived into a marketing discipline I'm the least familiar with but most eager to learn - product-led growth. Jorge went back to the basics to explain the core components of a PLG strategy, how it can complement more traditional inbound/outbound marketing efforts, and why marketers should get cosy with their product teams to have the best chance of success. This episode is a must-listen for B2B...

Duration:00:45:59