Cover art for podcast hosted by Karen Lloyd - Spotlight on B2B Tech Marketing

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

Our podcast mission is 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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LATEST EPISODES

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Building High-Performance Marketing Teams with Tight Budgets
Building High-Performance Marketing Teams with Tight Budgets

Discover why scrappy talent often outshines big-company experience, how to implement iterative messaging strategies, and techniques for evaluating candidates who can create rather than just refine. Perfect for B2B tech marketing leaders in growth-stage companies.

How to Transform Prospect's Anonymous Research into Opportunities
How to Transform Prospect's Anonymous Research into Opportunities

6sense's Stefano Iacono shares strategies for tracking anonymous research signals, replacing ineffective MQLs with account-based metrics, and engaging prospects at the perfect moment. Learn why timing is crucial when 84% of buyers purchase from the first vendor they contact.

How to Lead Marketing Innovation Through AI
How to Lead Marketing Innovation Through AI

Discover how to leverage AI in marketing while preserving the human touch. CMO Melody Easton shares practical strategies for building prompt libraries, enhancing content creation, and future-proofing your approach. Learn to balance AI efficiency with human creativity for marketing that truly resonates.

How to Achieve Business Growth Using Global Marketing
How to Achieve Business Growth Using Global Marketing

Tune in as Ana shares her expert insights on global B2B marketing, localisation, and avoiding copy-paste strategies. Learn how cultural differences impact sales, why enterprise marketing needs a unique approach.

Legacy to SaaS: Lessons in Leading Customer Change
Legacy to SaaS: Lessons in Leading Customer Change

John shares insights on transitioning from legacy software to SaaS models. Learn how to manage customer resistance, market effectively with flat budgets, and balance data with creativity while navigating business transformation in B2B tech.

Learn, Measure, Evolve: Using Data to Drive Creative Marketing Growth
Learn, Measure, Evolve: Using Data to Drive Creative Marketing Growth

Laura reveals how to balance creativity with data analytics in B2B marketing. Learn how she achieved CMO before 40, built predictable pipeline generation, and scaled marketing impact through innovative campaigns.

Beyond Single SaaS Product Solutions: Using Data and Creativity to Drive Portfolio Success
Beyond Single SaaS Product Solutions: Using Data and Creativity to Drive Portfolio Success

Discover insights on transforming from a single product to a global multi-product solution. Discover how AI, data-driven decisions, and creative marketing approaches are reshaping B2B tech marketing strategy and buyer engagement.

2024: From Restructures to Recovery - A Year of Change in Tech Marketing
2024: From Restructures to Recovery - A Year of Change in Tech Marketing

Tech marketing recruitment veterans Karen Lloyd and Annalie Graham review 2024's biggest trends, breaking down how economic pressures reshaped hiring patterns and sharing their predictions for 2025 in this insightful year-end special.

The Marketing Iceberg: Building Strong Foundations Before Communication
The Marketing Iceberg: Building Strong Foundations Before Communication

Richard shares his journey as a seasoned marketing expert with over 20 years of experience working with companies ranging from household names like MoneyGram and Santander to startups.

BUDGET IS A BIG WORD: PRIORITISING MARKETING CAPABILITY IN B2B TECH
BUDGET IS A BIG WORD: PRIORITISING MARKETING CAPABILITY IN B2B TECH

Jess and I discuss insights on creating a revenue-generating marketing department, the importance of capability over budget, and strategies for effective B2B tech marketing.

ADAPTING TECH MARKETING STRATEGIES IN A CHALLENGING ECONOMY
ADAPTING TECH MARKETING STRATEGIES IN A CHALLENGING ECONOMY

Ross and I delve into the need for efficient and customer centric marketing strategies that are adaptable to challenging economic times.

THE 5-STEP FRAMEWORK FOR MSP MARKETING SUCCESS: FINDING THE HUMAN CONNECTION
THE 5-STEP FRAMEWORK FOR MSP MARKETING SUCCESS: FINDING THE HUMAN CONNECTION

In this enlightening conversation, Charlene Ignacio shares her invaluable framework for marketing success in the MSP space and discusses the importance of human connection in the tech industry.

BUILDING BRANDS & EMOTIONAL CONNECTIONS: THE POWER OF ZERO-PARTY DATA IN B2B TECH MARKETING
BUILDING BRANDS & EMOTIONAL CONNECTIONS: THE POWER OF ZERO-PARTY DATA IN B2B TECH MARKETING

Are you leveraging the power of zero-party data and AI to help move your marketing strategies from campaign-driven to customer conversations? Discover how with this week’s guest award-winning CMO David Keene.

PUTTING YOUR CUSTOMER AT THE HEART OF YOUR PRODUCT
PUTTING YOUR CUSTOMER AT THE HEART OF YOUR PRODUCT

Discover the benefits of keeping the customer front and centre in your strategic thinking and aligning sales and marketing in the process. Plus we dive into Account Based Marketing and find out what it has in common with spaghetti bolognese!

HOW TO TRANSFORM MARKETING FROM A FLUFFY IMAGE TO A REVENUE GENERATING MACHINE
HOW TO TRANSFORM MARKETING FROM A FLUFFY IMAGE TO A REVENUE GENERATING MACHINE

Tune in as we pull back the curtain on elevating marketing's impact through meticulous data analysis, fostering a growth mindset, and cultivating a unified "one team" culture in the LegalTech space.

WHY THE SECRET TO SAAS SUCCESS IS BRILLIANT MESSAGING
WHY THE SECRET TO SAAS SUCCESS IS BRILLIANT MESSAGING

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

BEYOND THE HYPE: HOW TO ACHIEVE SUSTAINABLE GROWTH in tech
BEYOND THE HYPE: HOW TO ACHIEVE SUSTAINABLE GROWTH in tech

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

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Introducing a Spotlight on B2B Tech Marketing

Meet host Karen Lloyd and discover her brand new podcast examining the value of marketing in B2B tech to drive revenue and growth