In today’s episode we are joined by Nic Peck of Coleman Parkes to discuss their recent thought leadership survey. We explore how thought leadership has evolved far beyond brand building into a direct revenue driver. Nic walks us through the specific strategies that distinguish high-performing content from the "sea of sameness" that characterises much of today's B2B content landscape.Things to look out for:00:00 The Importance of Thought Leadership in B2B Tech03:09 Insights from the Thought Leadership Survey06:01 The Role of Thought Leadership in Decision Making 08:30 Creating Relevant and Action-Oriented Content11:05 The Seven Pillars of Effective Thought Leadership16:47 The Future of Thought Leadership in B2B21:34 Harnessing Insights for Personalization26:21 Aligning Content Across the Buyer Journey 32:09 Identifying White Space in Thought Leadership36:30 The Role of AI in Thought Leadership42:08 Key Takeaways for Thought Leadership SuccessIf you want to explore the research for yourself: https://www.colemanparkes.com/thoughtleadershipIf you wish to contact Nic via LinkedIn: https://www.linkedin.com/in/nicolapeck/
In this episode, we explore how to effectively blend digital engagement with human-led interactions throughout complex B2B sales processes. We discuss common problems when companies rely too heavily on digital-only or human-only approaches, the importance of mapping buyer journeys, and practical strategies for timing transitions between digital tools and sales team involvement to reduce buyer regret and improve our conversion rates.Things to look out for:00:00 Navigating the B2B Buying Process00:41 Combining Digital and Human Interactions01:35 The Importance of Consistency in Messaging07:55 The Role of Human Interaction in Complex Sales12:00 The Importance of Combining Digital and Human Elements 15:46 Efficiency vs. Effectiveness in Sales 19:10 Framework for Understanding Buyer Journeys25:53 Building a Comprehensive Buyer Journey Strategy26:18 Building from the End: A Strategic Approach30:55 The Importance of Bridging Sales and Marketing 33:00 Optimizing the Buyer Journey for Success37:32 Summary
In this episode, we dive into HubSpot's recent announcement of the ChatGPT Deep Research Connector - the first CRM integration that allows ChatGPT to query and analyse your HubSpot data directly. We explore why this integration represents a fundamental shift in how businesses can leverage AI for go-to-market success, while examining the critical security and data quality challenges that come with it.Things to listen out for:00:00 - Introduction to HubSpot and ChatGPT integration02:49 - Deep Research Connector: Transforming CRM data utilisation06:08 - Use cases: Enhancing sales and customer insights08:46 - Data quality: The foundation of effective AI11:59 - Security and compliance: Navigating AI risks15:01 - Cultural shift: Embracing data-driven decision making18:00 - Practical steps for data readiness21:14 - Conclusion: The future of AI in B2B sales
From the constant pressure to adopt the latest marketing tech to the overwhelming noise of conflicting advice on LinkedIn, this episode tackles the challenge of marketing faddism head-on. We examine why the "early adopter" mentality often backfires for SME organisations and provide a practical framework for cutting through the bullshit to focus on what actually drives results.Things to listen out for:00:00 - Introduction to B2B marketing challenges02:49 - Navigating marketing fads and trends05:47 - The importance of fundamentals in marketing08:47 - Strategies for effective marketing experimentation11:58 - Budgeting for marketing innovation15:08 - Final thoughts on marketing effectiveness
In this episode, Craig and James dive into the resurgence of outbound marketing amid economic uncertainty. They explore how SDRs are evolving in modern sales, why tech-enabled personalisation is non-negotiable, and how signals and intent data are reshaping lead prioritisation.Things to listen out for:02:15 - The role of SDRs in modern sales05:00 - Integrating marketing and sales functions08:12 - The evolution of SDR roles11:00 - Tech-enabled outbound strategies11:40 - Leveraging technology in sales development13:25 - Understanding signals and intent data16:02 - The shift to multi-channel approaches18:45 - Personalisation and contextualisation in outreach21:02 - The evolution of sales techniques23:50 - The future of SDRs and AI integration
In this episode, Julia Hornaday, global head of marketing at Turnkey Consulting, breaks down the balance between brand and demand. We talk content that converts, the rise of AI, and why oversimplifying strategy can cost you. Julia also shares her take on attribution, content overload, and what’s next for marketing.Things to listen out for:02:51 - The importance of brand building for conversion04:38 - Understanding the 95/5 rule in content marketing06:17 - Differences in B2B content strategy08:32 - The complexity of the buyer journey09:22 - Understanding MQLs and sales dynamics15:10 - Navigating AI in marketing16:35 - The role of quality content in a saturated market17:53 - Adapting to new content formats19:28 - The evolution of information in sales22:14 - The value of integrated marketing strategies
In this episode, B2B sales expert Martyn Proctor shares his insights on winning complex, high-value deals. He emphasises total commitment to opportunities, deep customer understanding, and visualisation of client success. Things to listen out for:02:59 - Understanding Big Ticket Deals05:47 - The Importance of Visualisation in Sales09:02 - Building Trust and Handling Objections12:10 - Qualifying Opportunities and Red Flags15:11 - Competing Against Larger Companies21:05 - Handling Objections Effectively32:49 - Understanding Pricing and Value in Sales43:10 - The Importance of Prospecting and Lead Generation50:30 - Consultants as Salespeople: A New Perspective56:24 - Key Takeaways for Complex Sales Success
From ongoing marketing budget & resource challenges, increased expectations, to the rising pressures of AI adoption, this episode offers a pragmatic look at marketing overwhelm. We explore why marketers are struggling and provide strategies for maintaining focus, managing expectations, and surviving in a challenging professional landscape.Things to listen out for:0:30 - The fundamental misunderstanding of marketing in leadership teams2:32 - The impact of reduced budgets and resources on marketing teams4:33 - AI's threat to marketing roles and the pressure to master new technologies6:19 - The myth of the marketing 'superstar' who can do everything10:05 - Strategies for saying no and maintaining focus14:40 - Imposter syndrome and the challenges of keeping up with marketing changes18:22 - The concept of 'random acts of marketing'22:30 - The importance of specialising in marketing disciplines
In this episode, we discuss why traditional lead generation approaches often fail in complex B2B sales environments. We explore how understanding and aligning with the buyer's journey is crucial for success, rather than seeking quick wins. The conversation examines why short-term thinking doesn't match modern B2B buying behaviours and offers insights on creating more effective sales and marketing strategies for high-value, complex sales cycles.
In this episode, we explore the main things to consider when evaluating HubSpot vs WordPress as your website CMS. We look at why some organisations hesitate to embrace HubSpot’s CMS capabilities; debunk common misconceptions about HubSpot’s CMS limitations; and outline how each solution is better suited to certain scenarios. It’s an essential listen for any HubSpot user weighing up their CMS options. Things to listen out for: 1:00 - Reasons why HubSpot customers stick with WordPress 3:37 - The uninformed dismissal of the HubSpot CMS by WordPress agencies 6:15 - The importance of the platform decision when building a new website 9:40 - Why NOT migrating to HubSpot could be a missed opportunity 11:30 - The benefits of the HubSpot CMS for existing customers14:29 - Leveraging data for personalisation, Smart content and website reporting 16:53 - Why the HubSpot CMS was built for marketers, not developers 21:40 - Why migrating to HubSpot is much easier than you might think 26:23 - Security: WordPress open source vs HubSpot closed source 31:03 - Hidden costs and total cost of CMS ownership
In this, our first guest podcast, we are joined by Jennie Holmes - a B2B Marketing Director and leading thinker in marketing & tech. We discuss the meandering role of AI, the danger of algorithms, the return to strategic foundations and her unique perspectives on why marketers need to find their own path to success. It’s packed full of insights, so definitely not one to miss.
As we head towards 2025, the B2B go-to-market playbook is experiencing a tear-up. From shifting marketing cycles to the tough calls between brand and performance, navigating the road ahead will demand both gut instinct and the ability to pivot fast. This episode offers a pragmatic framework to help you plan effectively.
In this podcast, we provide a practical appraisal of HubSpot’s recently released ‘Breeze’ - its suite of AI-powered features. We look at the new functionality that we consider to be the most important for B2B firms, with a particular focus on Breeze Intelligence.
In this podcast, we explore how changes to search and the needs of buyers will mean that websites need to become much more than an online brochure. We explain how a Growth-Driven Design mindset helps ensure your website keeps pace with the demands of those who use it - prospects, customers and internal teams.
In late July '24, we saw the release of the Forrester Wave report on 'Revenue Marketing Platforms'. The findings are further evidence of consolidation in marketing and sales tech. In this podcast, we debate what the future holds for customers and buyers of these platforms.
On the rare occasion, we run into organisations who have become frustrated with HubSpot. Despite many having massive success with the platform, some just can't make it work. This pod explores the common reasons why this happens, and how other orgs are using HubSpot to its full potential.
Balancing brand with demand is a hot topic in B2B right now. But as always, we're sceptical about some of the self-serving arguments put forward by the creative industry. In our latest podcast, we pick this all apart...
We have some pretty strong views about B2B marketing, which we’ve put out via our blog. Then someone stupidly suggested we should do our own video podcast. We thought, fuck it. So, here’s the pilot episode.