In this episode of the Spotlight on B2B Tech Marketing, we're joined by Jessica Dye, Chief Marketing Officer at JATO Dynamics. 

With 15 years of leadership experience in B2B tech marketing, Jessica has successfully built a self-sufficient marketing function based on the principle that every team member plays a crucial role. 

She shares her insights on creating a revenue-generating marketing department, the importance of capability over budget, and strategies for effective B2B tech marketing. 

Jessica discusses the value of content marketing, the role of thought leadership, and how to demonstrate marketing's impact on business outcomes. She also touches on the future of marketing, including the potential impact of AI and the enduring importance of human-to-human communication.

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In this episode, host Karen Lloyd sits down with Ross Chapman, a seasoned marketing leader with over 16 years of experience driving revenue growth for B2B SaaS technology companies including Aptitude Software and PortSwigger. 

Join us as Ross shares his insights on how to adapt tech marketing strategies in today's challenging economy.  Together we delve in and discuss the importance of customer-centric approaches, the efficient use of available resources in times of tight budgeting, and the importance of a commercial outlook for all marketers.

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In this episode, we're thrilled to welcome Charlene Ignacio, a renowned marketing authority and visionary leader in the tech and MSP space. As the founder of Fornix Marketing and champion of the MSP Trust Advisors movement, Charlene has made a significant impact in demystifying complex marketing strategies and aligning organizational objectives.

Charlene's expertise in curating marketing strategies for commercial success makes her an ideal guest for our show. In this enlightening conversation, she shares her invaluable framework for marketing success and discusses the importance of bridging the gap between technical expertise and finding the human connection in the MSP space. 

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I am delighted to welcome David Keane to the Spotlight on B2B Tech Marketing this week.  David is an award-winning B2B CMO with an impressive track record in the technology industry and joins me to share his insights on navigating the evolving landscape of technology marketing.  

Tune in as we explore the power of zero-party data, investigate the role of AI in transforming sales and marketing and examine the challenges of balancing brand building with demand generation strategies. 

David, who currently serves as the Chief Marketing Officer for the European division of Wipro, has been rightfully recognised as a thought leader in B2B technology and was recently awarded the 2024 Top 100 Global B2B CMO award by Hot Topics.

David shares his perspective on how-to to leverage new technologies and data strategies to put the customer's real-world applications, challenges, and perspectives at the centre of product messaging, marketing campaigns, and overall strategy.  

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This month, I welcome Emma Acton, an award-winning B2B marketing leader with nearly 30 years of experience in the technology industry, to share her insights on the benefits of keeping the customer front and centre in your strategic thinking and aligning sales and marketing in the process.  

Emma and her team have even won the prestigious Forrester award for ROI by aligning sales and marketing around vertical industry use cases. 

Emma is also an experienced hand at Account-Based Marketing, having brought its benefits to multiple technology businesses over her career. She explains the process of implementing account-based marketing, emphasising the need for stakeholder buy-in, peer collaboration, and a willingness to iterate and adapt.   

Join us as we discuss the importance of understanding your customers' use cases and packaging solutions accordingly to resonate better with prospects, putting the customer's real-world applications, challenges and perspectives at the centre of product messaging, marketing campaigns, and overall strategy - not just leading with the product capabilities alone—a how-to on taking an accurate customer-centric, outside-in approach.  

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Are you tired of marketing being seen as an afterthought in your organisation, focused solely on tactical execution? 

It's time to elevate your marketing function and position it as a strategic driver of revenue growth, tightly aligned with your sales goals. In this episode of the Spotlight on B2B Tech Marketing podcast, we'll explore how to transform your marketing approach from a reactive, campaign-based mindset to a proactive, strategic revenue engine.

I was delighted to welcome Briana McCrory, the powerhouse Chief Marketing Officer at BigHand, a leading global legal technology company providing innovative workflow and practice management software solutions.

Over the past decade, Briana has been instrumental in evolving BigHand's marketing function from a supportive role into a strategic revenue generator.  

Tune in as together we pull back the curtain on how she elevated marketing's impact through meticulous data analysis, fostering a growth mindset within her team, and cultivating a unified "one team" culture across marketing, sales, and customer success.

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“If the secret to success is brilliant messaging, then marketing should have a critical role to play across the organisation”.

I couldn’t agree more with my guest in this second episode of Spotlight on B2B Tech Marketing! 

I had the privilege of chatting with Richard Blundell, a seasoned veteran in the SaaS industry. Richard and I delve into the vital role of marketing in driving growth, offering invaluable perspectives on navigating the complexities of the SaaS landscape.

Richard is a co-founder, CEO, and Author of the best-selling book “The Go-to-Market Handbook for B2B SaaS Leaders” and was part of the senior leadership team that spearheaded the growth of cybersecurity leader MessageLabs and its acquisition by Symantec in 2008 for a staggering $700 million.

Join us and uncover the strategies and principles that have shaped his remarkable trajectory in the ever-evolving world of technology.  Richard's wealth of experience and practical advice provide invaluable insights for anyone navigating the dynamic landscape of marketing and entrepreneurship in the SaaS industry.

Connect with Richard on LinkedIn or at Vencha

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Are you concerned as a tech leader that your growth might be limited due to strategies or approaches that just aren’t working?

In this episode, I welcome tech CMO and investment advisor Stephen O’Brien to discuss the challenges of marketing in sales-led tech companies and the importance of moving up the value chain. 

Stephen is a trailblazing CMO and tech-founder whose professional journey includes roles at industry giants such as BlackBerry, BT, LogicaCMG, and Marconi, where he honed his expertise in driving business transformation and achieving sustainable growth.

Tune in and get invaluable insights into the power of investment in marketing for tech businesses looking for scalable growth, discover an investor’s perspective on seeking funding and the importance of a long-term perspective in marketing within the tech industry against a short-term sales-led approach. 

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Welcome to Spotlight on B2B Tech Marketing, where we shine a light on the dynamic world of marketing within the tech industry! 

I'm your host Karen, an accomplished recruiter, business owner, and marketer with a passion for all things tech.

Our mission? 

To delve deep into the realm of B2B tech marketing, uncovering the strategies, insights, and success stories that drive innovation and growth in this fast-paced arena.

Join me as we embark on a journey through the ever-evolving landscape of B2B tech marketing, featuring engaging interviews with industry leaders and C-suite decision-makers. From discussing growth strategies to exploring cutting-edge marketing frameworks, we'll leave no stone unturned in our quest to understand the pivotal role of marketing in today's tech-driven world.

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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 approach to marketing that combines content-driven storytelling with rigorous data analysis.

Tune as we discuss how she built predictable pipeline generation, and scaled marketing impact through innovative campaigns. Discover practical insights on marketing metrics, team structure, and proving ROI. Essential listening for B2B marketers looking to drive commercial revenue and earn marketing a strategic seat at the board table.

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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, we explore everything from the evolving role of product marketing in B2B technology to the challenges of balancing data-driven decisions with creative marketing approaches. Juliette also offers fascinating perspectives on managing diverse buyer personas across generations, the strategic implementation of AI in marketing workflows, and her thoughts on creating safe spaces for constructive conflict in marketing teams.

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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 restructuring that created a "musical chairs" effect across technology marketing teams. 

They note the growing emphasis on marketing operations and data-driven decision-making, with their predictions for 2025 pointing toward continued expansion of fractional roles and deeper integration of AI across marketing functions. The discussion reveals how this evolution reflects a broader trend toward more flexible, efficient, and strategic approaches to marketing team structure and operation in the technology sector.

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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.

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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 Tech 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 an award-winning ABM operation.

Stefano shares crucial insights from 6sense's research showing that 81% of B2B buyers have already made their decision before speaking to a seller, with the majority of their research conducted anonymously. He explores how marketing and sales teams can identify these signals, understand where prospects are in their buying journey, and engage them at the right moment with the right approach.

What You’ll Learn in This Episode:

✔️ Why defining your Total Addressable Market (TAM) and Ideal Customer Profile (ICP) is critical for marketing success

✔️ How to interpret anonymous buyer research signals that occur before prospects contact sales

✔️ Why 84% of B2B buyers purchase from the first vendor they speak with, making timing crucial

✔️ Why traditional MQLs are no longer effective (97% of marketers agree) and what to measure instead

✔️ The importance of understanding buying stages to deliver the right message at the right time

✔️ How to personalize sales outreach based on prospect research signals

✔️ Strategies for implementing account-centric demand generation at scale

Whether you're struggling with lead quality, measuring marketing effectiveness, or aligning sales and marketing teams, this episode offers practical strategies to transform your approach. 

By understanding the hidden buyer journey and shifting to account-based metrics, you'll be able to engage prospects at exactly the right moment—when they're most likely to buy. 

Don't miss these actionable insights that could fundamentally change how your organization identifies and converts opportunities in today's digital-first B2B marketplace. 

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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 tools while preserving the essential human elements that drive authentic connection and creativity.

What You’ll Learn in This Episode:

✔️ How AI enables smaller marketing teams to deliver more with less resources
✔️ Practical applications of AI for content creation, social media, and strategic planning
✔️ Techniques for building an effective prompt library for consistent AI outputs
✔️ The importance of balancing AI assistance with human creativity and strategy
✔️ Why human marketing expertise remains crucial even with advanced AI tools
✔️ How to maintain authentic brand voice while leveraging AI for efficiency
✔️ Strategies for training team members to become proficient with AI tools
✔️ Predictions for the future of AI in marketing, including hyper-personalization and GEO (Generative Engine Optimization) 

From building effective prompt libraries to balancing automation with strategic thinking, Melody shares practical insights that marketing leaders can implement immediately.

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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 expanding into global markets
 ✔️ Why cultural nuances impact sales and marketing strategies
 ✔️ The difference between translation and true localisation
 ✔️ How to tailor your go-to-market approach for new regions
 ✔️ Why enterprise marketing requires a different playbook to SME marketing
 ✔️ The role of events vs. digital in winning high-value deals
 ✔️ How to structure your marketing team for international growth

Whether you're a CMO planning international expansion or a CEO looking to understand marketing’s role in global growth, this episode is packed with practical takeaways to help you navigate new markets effectively. 

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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 the challenges of transforming legacy software businesses to a subscription model. Learn valuable strategies for leading customer change, maintaining relevance with flat budgets, and the evolving role of fractional CMOs in today's tech landscape.

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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 invaluable insights on transitioning from enterprise giants to scrappy scale-ups. He reveals how to identify talent that thrives in the challenging start-up environment, his iterative approach to marketing messaging, and why the right team composition matters more than big budgets.

What You’ll Learn in This Episode:

✔️ How to identify and nurture marketing talent that thrives in resource-constrained environments

✔️ The "iron triangle" approach to cross-functional marketing collaboration

✔️ Jerome's philosophy for developing high-performing teams

✔️ How to implement an iterative messaging strategy when building a new brand

✔️ Techniques for evaluating a candidate's ability to create rather than just refine

✔️ How to adapt marketing leadership skills from large enterprises to scale-ups

✔️ Strategies for building differentiation when no one has heard of your company

Whether you're scaling your marketing function, navigating budget constraints, or looking to build a team that can punch above its weight, this episode offers practical wisdom from someone who's mastered the art of doing more with less.

Jerome's approach to iterative messaging and talent selection provides a roadmap for marketing leaders who need to create impact quickly without extensive resources. His insights on identifying people who can truly create (rather than just refine existing work) are particularly valuable for organisations at the critical growth stage.

Don't miss this candid conversation about what really drives marketing performance when the budget is tight but expectations remain sky-high.

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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 think like explorers rather than mechanics, to how he's building an AI-powered marketing team of custom GPTs, Russ challenges conventional wisdom while providing practical frameworks that actually work in the messy reality of start-up growth.

WHAT YOU'LL LEARN:

• How to evaluate early-stage opportunities and avoid companies that are "too good to be true"
• Why $30M is the "magic number" where everything changes
• Why marketing "playbooks" often fail and what successful early-stage marketers do instead
• How Russ built an AI-powered marketing team using custom GPTs named Wendy and Roger

Russ shares the unvarnished truth about what it really takes to drive explosive growth in early-stage companies.

Perfect for startup marketers, founders, and anyone tired of cookie-cutter marketing advice.

Connect with Russ on LinkedIn: linkedin.com/in/russsomers/
Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/

#marketing #podcast #russsomers #techstartup

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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 nearly 15 years in product marketing across companies like Sage and Aptitude Software, Chris offers a masterclass in applying analytical thinking to marketing challenges.

From building product marketing functions from scratch to using marketing principles to solve HR recruitment challenges, Chris shares practical insights that demonstrate marketing's power to drive business transformation.

What You’ll Learn in This Episode:

✔️ The critical differences between product management and product marketing strategy and execution

✔️ Why businesses struggle to embed product marketing functions and how to overcome organisational resistance

✔️ The three essential pillars for building successful product marketing teams and capabilities from the ground up

✔️ How to use data to create hyper-focused product marketing messaging for different personas and market segments

✔️ Why product marketing principles can solve unexpected business problems 

✔️ The importance of stakeholder buy-in and creating clear roadmaps for product marketing function evolution

✔️ How to demonstrate product marketing value and ROI when businesses question the need for change

You'll also be able to catch Chris as a speaker at this year's B2B Ignite event, hosted by B2B Marketing in London - that we are delighted to be partnering with - find your 25% discount code here

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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 and responsive to market changes. From creating dedicated testing budgets to building a remote-first culture across global teams, Olga offers practical insights every marketing leader can implement.

What You'll Learn in This Episode:
✔️ Why traditional annual marketing plans often fail in today's rapidly changing environment
✔️ How to implement a strategic pillars approach focused on 30-90 day planning cycles
✔️ The importance of creating a dedicated test budget separate from your primary marketing budget
✔️ Techniques for building a strong testing culture that drives measurable growth
✔️ Why AI implementations should be customer-focused rather than technology-driven
✔️ Strategies for marketing leaders to demonstrate clear business value in PLG and SLG environments

Join us for this conversation filled with practical takeaways from a marketing leader who's leading global teams and driving growth through a test-and-learn approach that might just revolutionise how you think about marketing strategy.

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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 the diagnostic frameworks she uses to identify what's truly broken and the practical steps to fix it.

What You’ll Learn in This Episode:

✔️ The telltale signs that indicate a marketing function needs transformation versus incremental improvement

✔️ How to diagnose whether your issue is product marketing, brand messaging, or demand generation

✔️ Real case studies of successful pivots including climate tech and HR tech transformations

✔️ How the CMO's role as diplomat and educator drives cross-functional alignment

From pivoting climate tech companies into new markets to rebuilding demand generation from scratch, Dani reveals the patterns that indicate when transformation is needed versus incremental improvement—and why marketing can never be the sole engine of growth.

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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 branding and LinkedIn activity, whilst the majority of CEOs remain virtually invisible on the platform. 

Personal profiles consistently outperform company pages by 5x for reach and engagement, yet most company pages struggle with an average of just 4 likes per post.

What You’ll Learn in This Episode:
✔️ How some CEOs and CMOs generate 70% of their business pipeline through LinkedIn activity 

✔️ Why personal LinkedIn profiles perform 5x better than company pages for reach and engagement 

✔️ The psychological barriers that prevent successful leaders from building personal brands 

✔️ AI-powered personalization vs automated AI SDRs: What works and what doesn't 

✔️ Why the shift from traffic-driven to attention-based marketing is reshaping B2B strategies

From the power of personal profiles over company pages to building modern marketing frameworks that actually work, Oren shares actionable insights that could transform how you think about B2B growth.

Connect with Karen on LinkedIn

Connect with Oren on LinkedIn or discover more about his work at orengreenberg.com

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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 competitive advantage over flashy quick fixes.

From her methodology for deep customer understanding to her evolved approach to team building, discover why patience and strategic thinking build marketing functions that truly scale businesses.

What You'll Learn:
✔️ Why rushing to prove immediate ROI can backfire on long-term impact
✔️ How to shift from tactical activities to legacy-building marketing strategies
✔️ Strategic frameworks for sustainable B2B growth that withstand market changes
✔️ Why AI makes strategic thinking more valuable than ever for marketers
✔️ How to build internal stakeholder confidence without chasing vanity metrics

Perfect for CMOs, marketing directors, and anyone leading marketing functions who want to build lasting impact rather than just hitting short-term targets.

Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/

Connect with Bianca on LinkedIn: linkedin.com/in/biancabass/

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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:

✔️ How to navigate non-linear buyer journeys where prospects move back and forth between stages

✔️ Why the shift from MQL-focused to buying group marketing strategies is essential for B2B success

✔️ The "Easter egg" strategy for creating omnichannel experiences that let buyers choose their own path

✔️ How to evolve from volume-based lead generation to quality-focused targeting as you scale

From ditching MQLs in favour of buying group strategies to planting "Easter eggs" throughout the buyer journey, Shana shares battle-tested approaches that marketing leaders can implement immediately.

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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. 

Discover why your traffic is declining even when rankings improve, how conversion rates from AI search are 4.4 times higher than traditional SEO, and why cutting content budgets now could be catastrophic for your brand visibility.

What You'll Learn in This Episode:
✔️ Why traffic declines even when rankings improve (the "great decoupling")
✔️ How customers conduct entire research journeys in AI search before reaching your site
✔️ Why conversion rates from ChatGPT are 4.4x higher than traditional SEO traffic
✔️ The attribution crisis: why your best marketing shows up as "direct" or "unknown"
✔️ Why ChatGPT will become the most powerful paid acquisition channel ever created
✔️ Which off-site platforms are now critical for B2B visibility

From understanding how ChatGPT secretly relies on Google results to learning which platforms (Reddit, Quora, YouTube) are now essential for B2B brands, Kyle shares the tactical shifts marketing leaders need to make immediately. 

Whether you're a CMO defending your SEO investment or a CEO trying to understand where your customers have gone, this episode provides the clarity and actionable strategies you need.

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