B2B Marketers: Off The Record – Détails, épisodes et analyse

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B2B Marketers: Off The Record

Freya Ward & Chloe Addis

Business & Entrepreneuriat

Fréquence : 1 épisode/7j. Total Éps: 14

For honest, practical conversations about what’s really working in B2B Marketing. Cohosted by Freya Ward and Chloe Addis, in conversation with to top B2B tech marketers, asking 5 questions on strategy, tactics and tough decision making.

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Données mises à jour le 04/09/2026

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S01E14 - Shaunna Campbell, Wistia - B2B Marketers: Off The Record

Saison 1 · Épisode 14

mardi 1 septembre 2026 • Durée 35:40

The conversation covers the evolution of marketing measurement, the transition from PR to marketing, the role of human behavior, adaptability in marketing strategy, leveraging creator partnerships, the importance of employee advocacy, humanizing B2B marketing, and instant gratification.

The conversation also delves into the importance of experimentation in marketing, and the evolution of marketing strategies over time. It emphasizes the need for marketing to be more experimental and less fearful of failure, especially in the current climate of uncertainty.

Takeaways

Adaptability over consistency
Humanizing B2B marketing
Employee advocacy and authenticity Experimentation is crucial for marketing leaders, especially in the current climate of uncertainty.
Marketing should be more experimental and less fearful of failure.

Chapters

00:00 Evolution of Marketing Measurement
02:30 Transition to Marketing from PR
03:44 The Role of Human Behavior in Marketing
04:47 Adaptability in Marketing Strategy
06:34 Changing Buyer Behavior in B2B
08:42 Leveraging Creator Partnerships
10:09 The Importance of Employee Advocacy
15:33 Humanizing B2B Marketing
19:01 Instant Gratification in Marketing
19:55 The Importance of Experimentation in Marketing
26:37 The Role of AI in Marketing
32:27 The Evolution of Marketing Strategies

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S01E13 - Theresa Potratz, InsightFinder AI - B2B Marketers: Off The Record

Saison 1 · Épisode 13

lundi 24 août 2026 • Durée 35:54

Theresa Potratz, Director of Growth Marketing at InsightFinder AI and host of Unhinged History podcast, shares her journey into marketing, the impact of AI on B2B marketing, and the need for alignment between marketing and sales. She emphasizes the importance of protecting ad spend and the need for marketers to be more technical. Theresa also highlights the significance of learning from marketing faux pas and the value of aligning marketing and sales teams.

Takeaways

Growth Marketing Journey
Impact of AI on B2B Marketing

Chapters

00:00 Introduction and Unhinged History Podcast
02:35 Getting into Marketing
05:11 The Impact of AI on B2B Marketing
08:24 Shifts in B2B Buyer Behavior
09:42 Alignment Between Marketing and Sales
18:59 Protecting Ad Spend
24:49 The Future of Marketing
30:10 Inviting Kyle Lacey as a Guest
31:36 Question for the Next Guest

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S01E12 - Carina O'Brien, Working Mumma & Siemens Mobility - B2B Marketers: Off The Record

Saison 1 · Épisode 12

lundi 17 août 2026 • Durée 43:09

Carina O'Brien, Head of Strategy ANZ at Siemens Mobility, shares insights on B2B marketing and emphasizes the importance of human connection and the strategic plays marketing leaders need to make in the face of technological advancements. The conversation delves into the cost of AI implementation, the value of people in marketing, and the misunderstood perception of marketing.

Takeaways

The value of human connection in B2B marketing
The strategic importance of balancing technology and human elements in marketing AI implementation costs must be carefully considered
Investing in people is crucial for marketing success

Chapters

00:00 Introduction and Background
03:08 The Journey into Marketing
04:51 Changing Perspectives on AI
05:46 Practical Applications of AI
11:48 Human Connection in B2B Marketing
14:50 Behavioral Shifts in B2B Buyers
17:51 Strategic Bets for Marketing Leaders
20:58 Balancing Technology and Human Element
22:50 The Real Cost of AI
23:38 The Cost of AI Implementation
29:49 The Value of People in Marketing
31:48 Mistakes and Learnings in Marketing
35:20 The Misunderstood Value of Marketing
42:02 The Complexity of Marketing Strategy

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S01E11 - James O'Flaherty, Span B2B - B2B Marketers: Off The Record

Saison 1 · Épisode 11

lundi 10 août 2026 • Durée 40:45

The conversation covers the introduction to Span B2B, the evolution of B2B marketing, the importance of human connection in marketing, and advice for B2B marketers. The conversation delves into the challenges of success-reporting and storytelling, the dynamics of agency-client relationships, the evolving agency model in B2B marketing and the need for naturalistic communication in B2B marketing.

Takeaways

Human Connection in B2B Marketing Success reporting and storytelling
Challenges for agency dynamics

Chapters

00:00 Introduction to Span B2B
03:05 Early Career and Entry into B2B Marketing
06:03 Evolution of B2B Marketing
08:16 Impact of AI on B2B Marketing
11:49 Changing Landscape of B2B Buyers
14:24 The Role of Branding in B2B Marketing
16:35 Strategic Shift in B2B Marketing
18:32 The Importance of Human Connection in Marketing
21:12 Advice for B2B Marketers
22:20 Success Reporting and Storytelling
25:05 Challenges in Agency-Client Relationships
31:33 The Agency Model and B2B Marketing
42:17 Language and Communication in B2B Marketing
44:27 Closing Remarks and Recommendations

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S01E10 - Kevin Kapezi, Growthack.io - B2B Marketers: Off The Record

Saison 1 · Épisode 10

lundi 3 août 2026 • Durée 35:39

The conversation covers the transformation of B2B marketing with the rise of AI and SEO, shifts in B2B marketing beliefs, challenges in tracking B2B marketing, changes in B2B buyer behavior, the role of video content in B2B marketing, and content creation and B2B marketing habits. The conversation covers topics such as commercial alignment, the impact of AI on content development, leveraging brand heritage in marketing, challenges in marketing and collaboration, and barriers in marketing and human connection.

Takeaways

AI and SEO are transforming B2B marketing
The shift towards conversational search and video content in B2B marketing Commercial alignment
Space for innovation

Chapters

00:00 Introduction to Growth Hack IO
02:04 The Journey into Marketing
04:45 Shift in B2B Marketing Beliefs
07:19 Challenges in Tracking B2B Marketing
11:25 Changes in B2B Buyer Behavior
12:31 Video Content in B2B Marketing
16:29 Content Creation and B2B Marketing Habits
17:10 Commercial Alignment and Activity
18:05 Impact of AI on Content Development
23:59 Leveraging Brand Heritage in Marketing
26:37 Challenges in Marketing and Collaboration
28:07 Barriers in Marketing and Human Connection
31:02 Inviting the Next Guest and Closing

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S01E09 - Max Gordon, Tanium - B2B Marketers: Off The Record

Saison 1 · Épisode 9

lundi 27 juillet 2026 • Durée 47:40

Max Gordon, Director of Campaigns at Tanium, shares insights on B2B marketing, buyer behavior, and the strategic bets marketing leaders should make. He discusses the challenges and opportunities in B2B marketing, the importance of marketing hygiene and the AI/LLM landscape. The conversation covers a range of topics including the impact of AI on future generations, the need to redefine marketing qualified leads (MQLs), the importance of brand investment, and the challenges of attribution in B2B marketing. The discussion also delves into the role of AI in stakeholder translation and the value of simplifying marketing messages for senior executives.

Takeaways

B2B marketing is not boring
Buyer behavior has shifted with the introduction of new channels and a change in patience and consumption habits
Marketing hygiene and the AI/LLM landscape are strategic bets that marketing leaders should focus on in the next couple of years AI's impact on future generations
Redefining marketing qualified leads (MQLs)
The importance of brand investment
Challenges of attribution in B2B marketing
Simplifying marketing messages for senior executives

Chapters

00:00 Strategic Bets for Marketing Leaders
23:43 AI's Impact on Future Generations
24:12 Redefining Marketing Qualified Leads (MQLs)
25:03 Challenges of Attribution in B2B Marketing
26:39 Simplifying Marketing Messages for Senior Executives
36:48 The Importance of Brand Investment

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S01E08 - Niall Sullivan, Senseye at Siemens - B2B Marketers: Off The Record

Saison 1 · Épisode 8

lundi 20 juillet 2026 • Durée 37:33

The conversation with Niall Sullivan, Head of Marketing at Senseye for Siemens, covered various topics related to B2B marketing. Niall shared insights on content strategy, authenticity, the value of events, the B2B buyer journey, and the role of AI in personalization. He emphasized the importance of investing in people and AI, changing the perception of marketing, and learning from mistakes.

Takeaways

Content Strategy
Authenticity

Chapters

00:00 Introduction and Background
01:15 Nostalgia in B2B Marketing
04:03 The Journey into B2B Marketing
08:36 Shift in B2B Marketing Beliefs
11:58 The Value of Events and Micro-Events
14:46 B2B Buyer Journey and AI
17:15 Strategic Bets in Marketing
26:22 Investment in People and AI
31:03 Changing the Perception of Marketing
34:18 Recommendation for Future Guest
36:01 Question for Future Guest

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SO1E07 - Andy Griffiths, xDNA - B2B Marketers: Off The Record

Saison 1 · Épisode 7

lundi 13 juillet 2026 • Durée 52:58

This conversation covers the importance of funding and tactical campaigns for B2B marketers, the need to challenge the status quo, and the impact of internal stakeholder buy-in on marketing success. It also addresses the changing landscape of LinkedIn and the challenges and opportunities for B2B marketers in the current environment.

Takeaways

Evolution of B2B marketing
Funding and tactical campaigns are crucial for B2B marketers to stay ahead of the competition.
Challenging the status quo and addressing internal stakeholder buy-in are essential for marketing success in the B2B space.

Chapters

00:00 Evolution of B2B Marketing
09:15 Impact of AI on B2B Buying Behavior
28:41 Funding and Tactical Campaigns
31:39 Challenging the Status Quo
37:58 The Changing Landscape of LinkedIn
43:31 Internal Stakeholder Buy-In and Marketing Success
49:29 Challenges and Opportunities for B2B Marketers

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S01E06 - Tony Larks, Senior Marketing Leader, Fractional CMO - B2B Marketers: Off The Record

Saison 1 · Épisode 6

lundi 6 juillet 2026 • Durée 54:19

This conversation with Tony Larks covers his journey in B2B marketing, the evolution of marketing practices, and the changing landscape of B2B buyers. It delves into the need for standardized processes and language in B2B marketing, the impact of AI, and the importance of aligning marketing with revenue outcomes. The conversation covers a wide range of topics, including the challenges of marketing attribution, the role of AI in deal analysis, the need for confidence in B2B marketing, the impact of budget constraints, and the cyclical nature of B2B marketing.

Takeaways

B2B buyers are more educated and empowered, conducting extensive research and relying on peer reviews and sentiment analysis to make informed decisions.
Standardized processes and language in B2B marketing are crucial for effective communication, alignment with revenue outcomes, and building strong relationships with other business functions. Marketing attribution challenges
The role of AI in deal analysis
The need for confidence in B2B marketing
The impact of budget constraints
The cyclical nature of B2B marketing

Chapters

00:00 Evolution of Marketing Practices
14:53 Empowerment of B2B Buyers
23:02 Standardization in B2B Marketing
29:27 Marketing Attribution Challenges and AI in Deal Analysis
36:31 Impact of Budget Constraints and Cyclical Nature of B2B Marketing
48:35 Recommendation for Podcast Guests

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SO1E05 - Amber Carnegie, Better B2B - B2B Marketers: Off The Record

Saison 1 · Épisode 5

lundi 29 juin 2026 • Durée 21:42

The conversation delves into the journey and evolution of B2B marketing, highlighting the value of brand and content, and the human side of marketing. Amber emphasizes the importance of community engagement and storytelling in B2B marketing.

Takeaways

B2B Marketing Complexity
Community Engagement

Chapters

00:00 The Journey to B2B Marketing
08:01 Changing Buyer Behavior
17:40 The Value of Brand and Content

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B2B Marketers: Off The Record – Détails, épisodes et analyse

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