The Problem With B2B Marketing

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In this episode of 'The Problem with B2B Marketing,' Kevin Sutherland speaks with Jason Miller, Head of Marketing at Jigsaw, ex-Marketo - and former B2B Marketing evangelist at Linkedin - about a specific and critical challenge affecting the performance of content marketing for so many firms. …

In this episode, Kevin Sutherland sits down with Elliot Moss, Chief Brand Officer at Mishcon de Reya, to discuss the often-misunderstood concept of "brand" within professional services and B2B marketing. Elliot argues that “brand” is not a luxury or a logo, but rather the summation of every interac…

Is marketing having an identity crisis? In this episode, Kevin sits down with Dom Hawes, CEO of agency group Selbey Anderson, to ask why so much B2B marketing has become narrowly focused on content and comms, at the expense of strategy, pricing, product, and customer value. Dom argues that we’ve re…

Building a B2B community sounds great in theory but how do you make one that actually delivers value? In this episode, Kevin talks to Pip Jamieson, founder of community platform The Dots, about what it really takes to build and scale communities that work. From understanding your ideal customer to …

In this episode, we’re joined by Matthew Magee, Head of Digital Content at Pinsent Masons, which has been the most visited legal firm website in the world, every month, for the past 20 years. Drawing on his background as a journalist and his experience leading one of the most respected content oper…

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Michelle Booth, former head of marketing strategy & innovation at NatWest, and former head of Growth & innovation at Lloyds, now on Sabbatical studying performance at Central St Martins to talk about the challe…

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future to discuss the problem with influencer marketing. As the B2B creator economy gains momentum, brands are rethinking how they connect with professiona…

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Gemma Greaves, co-founder of Nurture & Partners, to tackle an issue many find uncomfortable: networking. Gemma shares her candid perspective on why traditional networking methods often fail, how to overcome the awk…

Mat Morrison, co-founder of Digital Whiskey, media agency for the professional services sector, joins us to discuss the challenges of breaking free from entrenched B2B marketing orthodoxies. In this episode, Mat shares his insights on why traditional approaches to B2B marketing—rooted in …