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Welcome to The Business of Marketing, the podcast that dives deep into the minds of B2B marketing leaders. Join us as we explore innovative strategies and approaches to B2B marketing, with a laser focus on driving demand and growth. Every episode we sit down with industry pioneers to uncover insights that can transform your marketing game. Whether you’re looking to refine your strategy or just searching for inspiration, this is where you’ll find the expertise to elevate your business. Tune in and let’s decode the business of marketing together.
75 Episodes
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Salomé Imedashvili, Director of GSI and Strategic Partnerships at Salesforce, shares her career journey and insights on the evolving role of partner marketing. From aligning sales, alliances, and marketing to co-creating content and measuring impact, she explains how partnerships can deliver 10x stronger results.
Gordon Glenister on Influence, Authenticity, and the Future of Brand AdvocacyIn this episode of the Business of Marketing, John Horsley speaks with Gordon Glenister—author, speaker, podcast host, and founder of Membership World and Employfluence. They dive into the real meaning of influence, how personal brands are built (and broken), the rise of employee advocacy, and why the future of community-led marketing is built on trust, not just reach.
Paul Wright, Head of EMEA at Uber Advertising, joins Justin Cooke, Chairman of Path7, for a deep dive into the fast-growing world of Uber Ads.
In this episode, Paul shares how Uber Advertising scaled from a simple sponsored listings model to a billion-dollar business in just a few years, spanning over 30 global markets. From the power of “moment marketing” to building a culture of innovation, Paul reflects on lessons learned across his career—from Sky and Apple to startups and Amazon—and how Uber’s unique data and rider moments are reshaping brand engagement across rides and Eats.
If you’re curious about the future of contextual advertising, cultural moments, and what it takes to scale new ad products inside a global tech company, this one’s for you.
Ben Putley, CEO and Co-Founder of Alkimi, shares how his team is tackling programmatic advertising’s biggest flaws, high fees and low transparency with a blockchain-powered ad exchange. We explore why stablecoins, immutable ledgers, and lower fees are reshaping digital advertising, what it means for brands and publishers, and how blockchain can finally become invisible tech that just works.
Join Elizabeth Kiehner, Chief Growth Officer at Nortal, as she explores the intersection of transformation, trust, and technology. From modernising governments to reshaping critical infrastructure, she shares how Nortal drives impact at scale. Discover her journey from advertising to AI, why storytelling matters in complex sales, and how modern growth leaders can build credibility, personalisation, and precision into every touchpoint.
Clare Turner, Chief Commercial Officer at Pearl & Dean, shares her journey through three decades in cinema, the enduring power of the big screen, and how brands can create deeper connections through immersive storytelling.
Join Owen Griffiths, Commercial Revenue Director at The Sun, as he shares how one of Britain’s most iconic media brands is evolving across platforms, from print to programmatic, partnerships to original video. Learn how The Sun blends scale, creativity, and data-driven insight to deliver front-of-mind results for brands like Tesco and Paramount+, while tackling news brand perceptions with bold innovation and a human touch.
In this episode, we’re joined by Justin Reid, Senior Director of Global Partnerships Solutions from Tripadvisor, the world’s largest travel guidance platform.
Justin shares how TripAdvisor is evolving from reviews to end-to-end travel planning, what brands can learn from pet care partnerships and Olympic athlete creators, and why trust, data, and meaningful experiences still win in a noisy media landscape.
In this episode, we speak with Joseph Worswick, VP EMEA and Global Head of Sustainability at OpenX – a leading programmatic platform driving progress on transparency, premium inventory, and sustainability.
Joseph unpacks how OpenX became the first carbon-neutral ad tech company, why the future of programmatic depends on smarter curation and AI, and how culture and curiosity fuel long-term success.
In this episode, we’re joined by Lina Tonk, Chief Marketing Officer at Recurly, the leading subscription management platform helping brands unlock recurring revenue at scale.
Lina shares how Recurly empowers companies across industries—from airlines to fashion—to innovate with subscription models and elevate the subscriber experience. She talks about the power of partnerships, the critical alignment between marketing, sales, and product, and why marketing should own the full pipeline. With practical examples and sharp strategic thinking, Lina offers a fresh perspective on what it takes to drive growth in the subscription economy.
Join Cat Botibol, Business Development Director at Secret Cinema, as she unpacks the power of immersive storytelling, brand authenticity, and cultural connection. Discover why experiences are becoming the new media, how brands like Coca-Cola and EE are embedding into fandoms, and why emotional resonance, not reach, is the true metric of success. Learn what modern audiences crave, and how smart brands are showing up in unforgettable ways.
In this episode, we’re joined by Cat Hartland, UK Growth Lead at SBS, a company on a mission to level the playing field for independent agencies.
Cat shares how SBS is democratising access to programmatic tech, building a thriving partner ecosystem, and helping indie agencies deliver big-agency performance, without the bureaucracy.
In this episode, we’re joined by Ben Woollams, CEO and founder of True Rights – a platform reshaping how digital rights are managed in marketing. Ben shares his fascinating journey from UBS to influencer marketing, and how his experience led him to tackle one of the industry’s biggest blind spots: IP mismanagement in the creator economy.
In this episode, we’re joined by Virginie Chesnais, Chief Marketing Officer at Happydemics, a global brand lift and advertising effectiveness solution.
Virginie shares why building trusted, data-led partnerships is key to thriving in a fragmented media landscape, how brand lift studies go beyond vanity metrics to reveal true impact, and why marketers should stop measuring what’s easy and start measuring what matters.
Marc Webbon, Co-founder and CEO of Wonderhatch, shares how his agency evolved from a production house to a full creative and strategic partner for brands like Spotify, Ford, and the British Film Institute. Recorded live at Advertising Week Europe, Mark discusses why authentic, problem-solving content wins today, how deep client understanding drives success, and why a culture built on empowerment, curiosity, and emotional storytelling is the future of marketing.
Join Helen Keelan, Senior Sales Director at LG Ad Solutions, as she unpacks the evolution of connected TV and how LG is redefining media, data, and viewer journeys. Discover the power of home screen advertising, how brands can tap into real-time audience insights, and why smart targeting on smart TVs is the future of impactful engagement.
In this episode of the Business of Marketing podcast, we’re joined by James Grant, SVP and Head of Advanced TV at Equativ, a global ad tech platform powering the future of video advertising
James shares how streaming is transforming TV, why outcome-based measurement is on the rise, and what marketers need to know about identity, transparency, and the next wave of addressable advertising.
Aisling Conlon, International Trade Director for UK Advertising, discusses her unique role in promoting UK advertising globally, especially in the US market. She highlights the impact of UK advertising exports, VIP networking events, and partnerships, such as with Advertising Week New York, aimed at fostering industry connections and expanding international opportunities for UK businesses.
Dana Bodine, VP of Marketing at Trustpilot, discussed the company’s mission to foster trust through authentic reviews, focusing on industries with high consumer lifetime value like FinTech in the U.S. She highlighted Trustpilot’s efforts to combat fake reviews, its AI-driven fraud detection, and data-backed ROI on customer engagement. Bodine emphasized human-centric marketing and the synergy between purpose and profit.
Damon Reeve, CEO of Ozone, discussed Ozone’s role as a programmatic advertising platform formed by major UK publishers to help them compete with larger platforms. He highlighted Ozone’s technological investments, focus on “premium web” content, and its recent expansion into the U.S. Reeve also addressed industry challenges, including audience targeting, media fragmentation, and regulatory issues.
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