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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.
29 Episodes
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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 In...
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...
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 re...
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 Software, to unpack the realities of modern B2B campaign marketing. With over 20 years of experience and nine years at Veeam, Shana brings rare insights into what actually works when buyers behave unpredictably. What You'll Learn in This Episode: ✔️ H...
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 what you must do now to show up where buyers actually research. In this episode of Spotlight on B2B Marketing, host Karen Lloyd explores the seismic shift in search behaviour with Semrush's Kyle Byers, a leading voice on winning in the age of AI. Dis...
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 Marketing, host Karen Lloyd sits down with Dani Smallbone, a transformational fractional CMO specialising in turning underperforming marketing functions into strategic growth engines. With experience scaling companies from start-up to £40M ARR, Dani shares th...
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 Greenberg, a B2B marketing expert who has uncovered a pipeline opportunity that most leaders are completely overlooking. In analysing over 13,000 LinkedIn profiles, Oren's data is striking: some companies are generating up to 70% of their pipeline through personal ...
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 Most Influential Fintech Marketers, reveals why the most successful marketing leaders resist the temptation to rush results. Having transformed marketing functions across multiple fintech scale-ups, Bianca shares the strategic frameworks that create sustainable co...
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 drive explosive growth in early-stage companies. With multiple zero-to-$30M journeys under his belt, Russ brings a refreshingly honest perspective on startup marketing, sharing both heartbreaks and remarkable successes. From why he believes marketers should t...
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 Marketing, host Karen Lloyd welcomes Chris Wade, Chief Marketing and Product Officer at Gamma Communications, to explore how marketing can unlock commercial solutions beyond traditional boundaries. With a unique background spanning physics, strategy consulting, and n...
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 success stories including Semrush's IPO and Vine's journey to a $15 billion valuation. Olga shares her bold decision to abandon traditional marketing plans in favour of strategic pillars with 30-90 day horizons – an approach that's helping her team stay nimble ...
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 Conviva, to explore the art of building effective marketing teams in resource-constrained environments. With experience spanning from Peace Corps volunteer in Bolivia to marketing leadership roles at Microsoft, Salesforce, Splunk and now Conviva, Jerome shares in...
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 episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Stefano Iacono, Marketing Director at 6sense and a seasoned B2B marketing leader with over 17 years of experience. As the first UK hire for 6sense, Stefano has grown a team of 50 people and leads ...
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? In this episode, host Karen Lloyd welcomes Melody Easton, CMO of Belt Software, to explore the transformative impact of AI on marketing strategies. With over two decades of experience in the tech world, Melody offers a masterclass in implementing AI ...
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 America, EMEA, and the US, exploring key differences in buyer behaviour, the importance of localisation, and whether a repeatable marketing playbook exists for entering new regions. What You’ll Learn in This Episode: ✔️ The biggest mistake companies make when ...
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 building world-class marketing strategies in complex global markets, John shares insights from his transition to a fractional CMO role where he now invests his expertise in helping start-up and scale-up ventures. This conversation explores explores th...
In this week's episode, we dive deep into the intersection of creative marketing and data analytics with Laura Proctor, Chief Marketing Officer at Summize . Having achieved the role of CMO before turning 40, Laura brings an impressive track record of scaling B2B marketing functions that consistently deliver commercial outcomes. Throughout her career spanning almost 20 years across high-growth B2B companies including Avecto, AppLearn, and TalkTalk Business, Laura has developed a unique approa...
Welcome to another episode of the Spotlight on B2B Tech Marketing. Today we're joined by Juliette Aiken, CMO of Dotdigital, whose journey from Product Marketing Manager to CMO mirrors the remarkable evolution of the company itself. As Dotdigital celebrates its 25th anniversary, Juliette shares valuable insights on transforming from a single-product email service provider to a comprehensive marketing automation platform serving global markets. In this wide-ranging conversation, w...
Host Karen Lloyd, founder of Armstrong Lloyd and veteran tech marketing recruiter, is joined by Associate Director Annalie Graham to reflect on the transformative year in marketing recruitment across the technology sector. With over 3 decades of combined recruitment experience, they offer unique insights into how the market has evolved and what lies ahead for 2025. Karen and Annalie discuss how the marketing landscape in 2024 underwent significant transformation, marked by widespread restruc...
In this episode of Spotlight on Marketing, host Karen Lloyd sits down with Richard Levy, a seasoned marketing expert with over 20 years of experience working with companies ranging from household names like MoneyGram and Santander to tech start-ups. Richard shares insights from his journey, discussing the intersection of brand and performance marketing, the differences between corporate and start-up marketing approaches, and the commercial impact of effective marketing. Brought to you ...
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