In this week’s minisode, Liam Bartholemew tackles the challenge of measuring genuine impact in B2B content marketing. Discover how leading marketers move beyond vanity metrics, maximise content for both SDRs and senior leaders, and create resources that spark meaningful pipeline and revenue growth.
Tune into this episode, as we explore:
(00:00) Are “likes” lying to you? Measuring true content impact
(00:42) Connecting cold calling content to real pipeline growth
(02:09) Why content must link back to product or solution
(02:59) Leadership influence: how senior leaders amplify content
(05:03) The power of actionable takeaways over generic strategy
(06:08) Adding day-to-day value vs. chasing big problems
Listen to the full episode here: https://open.spotify.com/episode/0kkrBSgILzNuD0t4htwgN3
Brendan Hufford is a B2B content strategist and he delivers in how marketers can adapt their approach to content, SEO, and campaign strategy as market conditions shift. Hit listen for actionable insights for building sustainable marketing programs and offers a fresh take on the evolving role of SEO in SaaS.
Tune into this episode, as we explore:
(01:15) Sneaky positioning: Finding the right customer fit
(03:10) Gradual program roll-out: “I do, we do, you do”
(05:06) Systems over campaigns
(07:35) SEO’s changing role in modern content strategy
(08:50) What “alligator charts” mean for B2B traffic
(10:14) Future-proofing SEO
Listen to the full episode here: https://open.spotify.com/episode/6gE27ETx5EytSidvxw8nxn?si=lPb4xmNZTCCl4swvoRwESw
Esther Dawson is the Global Brand & Content Lead at Breadcrumb, the construction-tech company redefining health and safety documentation. She joins the show to unpack her unconventional path from New Zealand to the UK and the realities of marketing in one of the world’s most traditional industries. She reveals what truly makes a brand stand out in 2025, from daring rebrands to striking the perfect balance between humour and credibility.
Tune in to this episode as we explore:
(00:34) Esther Dawson’s career shift and love for brand storytelling
(06:07) What journalists want: crafting stories that earn coverage
(09:51) Unique B2B marketing challenges in construction tech
(14:22) Building brand foundations that resonate and stand out
(21:56) Balancing global consistency with regional nuance
(24:09) How and where to use humour in B2B content
(33:36) Creating a creative marketing culture
(41:41) Quickfire: The tools, skills, and honest lessons shaping Esther Dawson’s career
Links mentioned in this episode:
Content strategist Lee Densmer uncovers why busy content calendars don’t always equal results. Listen in as Lee shares practical advice for B2B marketers on pausing ineffective content, prioritising strategy, and making every channel count for measurable ROI.
Tune into this episode, as we explore:
(00:00) Gaps in B2B content strategy and common frustrations
(01:27) The myth of more content = better results
(02:08) When to hit pause… and why it works
(03:15) Common mistakes scaling companies make
(07:09) Quick wins: newsletters, social, and owned channels
(10:52) Protecting your content’s reach and brand authority
Listen to the full episode here: https://open.spotify.com/episode/1j139QYfQy7Sp7jf8jzRHj
Dave Boyce is a veteran SaaS entrepreneur who has built and sold five companies, including exits to Amazon and Oracle. Now an advisor at Winning by Design, Dave Boyce brings a wealth of experience in designing revenue architecture and compounding growth strategies for scaling businesses.
Dave unpacks the lessons learned from moving between startup and enterprise environments, the real value of experience at big companies, and the mindset shifts required to build impactful, scalable growth engines. Learn more about the concepts behind product-led growth, the bow tie revenue model, and why recurring impact is the foundation of recurring revenue.
Tune in to this episode as we explore:
(03:22) Lessons from Oracle experience
(07:18) Crafting a product-led playbook
(09:55) First principles of growth
(14:13) Winning frameworks and principles
(18:50) Funnel focus: sales vs implementation
(19:30) Customer journey and retention
(23:48) Revenue architecture and collaboration
(27:00) Peer collaboration driving AWS growth
(31:51) Future of product-led growth
(32:49) PLG impact on software renewal
(36:36) Jobs to be done explained
(40:07) Marketing's role in user retention
(45:12) Rethinking ‘campaign’ in marketing
(49:17) Strengths, weaknesses and branding
(50:22) Founder challenges and insights
Links mentioned in this episode:
In this week’s minisode of Demand-Geniuses, host Tom Rudnai chats with Stefan Maritz about how B2B marketers can assess audience awareness and strategically allocate limited resources across the buyer journey. Stefan breaks down practical ways to build brand visibility and convert leads at every funnel stage.
Tune into this episode, as we explore:
(00:00) Assessing audience problem awareness
(01:36) Dormant buyers and future purchase intent
(03:03) Demand generation: staying in the consideration set
(04:29) Mapping content types to funnel stages
(07:45) Scaling content for limited resources and narrow targets
(10:12) The real job of awareness versus conversion
Listen to the full episode here: https://open.spotify.com/episode/3FA9ZTqgdo1NSWXopsbl1w
How do you stay relevant when AI is rewriting the rules of marketing? Lisa Vecchio, a globally experienced B2B marketer with a career spanning edtech, travel, startups and now AI video at VEED, shares what it really takes to future-proof your role.
She explains how working across international markets sharpens strategic instinct and how stepping beyond your comfort zone keeps you commercially sharp. From moving continents to shifting VEED’s focus from lead gen to brand, Lisa reveals how giving teams space to play with new tech is the new competitive edge.
Tune in to this episode as we explore:
(02:17) Navigating global markets: US, Australia, UK
(05:37) Adapting to change and carving out opportunity
(06:14) AI fears and future-proofing marketing careers
(10:07) Building a brand at VEED and moving beyond SEO
(12:26) Getting executive buy-in for brand investment
(15:03) Adapting marketing teams for speed and social-first
(20:15) Key KPIs for measuring brand impact
(22:35) Leveraging influencers and social channels
(24:14) Practical ways to use AI video in B2B marketing
(30:41) Creativity, risk-taking, and collaboration challenges
(39:38) Enabling teams to use AI video tools
(44:09) Quick-fire insights from Lisa’s career
Links mentioned in this episode:
AI expert Oren Greenberg unpacks how B2B marketers can cut through the noise of fast-evolving AI trends. Sharing pragmatic advice, he explores hands-on upskilling, prioritisation, and communicating value to stakeholders – key skills for marketing leaders in the age of AI disruption.
Tune into this episode, as we explore:
(00:55) Upskilling and choosing the right learning resources
(03:36) The UX trap and cognitive load for marketers
(05:57) Communicating AI impact to executives
(07:46) Prompt engineering fundamentals
(10:23) How prompt ordering affects AI response quality
Listen to the full episode here: https://open.spotify.com/episode/1SCm16R9oRMocntLg2y6r4
Louis Fernandes is a seasoned SaaS leader with over 30 years of experience in sales, marketing and revenue leadership. Louis opens up about his early career in banking, the highs and lows of running his own business, and how those lessons shaped his playbook for building efficient, profitable go-to-market strategies. Discover classic traps of sales and marketing misalignment, the dangers of over-specialisation, and the commercial fundamentals that drive sustainable growth.
Tune in to this episode as we explore:
(05:44) Lessons from failure in business
(09:39) Marketing fundamentals and go-to-market strategy
(12:42) Specialisation vs shared goals
(15:46) Focusing early for sustainable growth
(20:29) B2B marketing and strategic revenue focus
(24:17) Balancing short-term wins with brand building
(27:33) Attribution: misuse and optimisation
(28:52) Prioritising revenue and growth strategy
(33:50) Marketing beyond customer acquisition
(37:20) Why marketers struggle with internal storytelling
(39:51) Lessons from losing a company
(42:17) Politics, television and marketing insights
Links mentioned in this episode:
In this week’s minisode of Demand-Geniuses, host Tom Rudnai sits down with Felix Danczak to explore why now is the most exciting time in two decades to scale a small business. Forget the old corporate playbooks, Felix explains how agility, rapid iteration, and empowered teams are reshaping the competitive landscape.
Tune into this episode, as we explore:
00:00) Decentralised decision-making for impact
(04:59) Segment-focused market pods
(07:05) Market-led growth focus
(10:35) Learning from failure in leadership
Listen to the full episode here: https://open.spotify.com/episode/7vKjfEfagVBnEVccOZgcoL?si=5IVHof5dSMif-6nN1YxGjA
This week, Tom sits down with Andy Crestodina, co-founder of Orbit Media Studios, who has been at the forefront of digital marketing innovation for over two decades. From scrappy agency beginnings to scaling with purpose, Andy shares how finding the right business partner (and the right mindset) transformed his impact.
Tune in to this episode as we explore:
(05:21) How the Internet revolutionised buyer behaviour
(08:22) Segment traffic before reporting
(11:24) Optimising content marketing strategies
(15:03) AI’s shift in content marketing
(17:39) AI’s impact on sales dynamics
(19:53) Sale-marketing content alignment
(25:23) Master Google Analytics in clicks
(29:02) Iterative marketing for better results
(31:17) Creativity over data in marketing
(35:45) Lean team, high-impact outcomes
(37:30) SaaS vs. broader marketing insights
(44:12) Switching to Attio CRM
(48:21) Mastering focus for success
Links mentioned in this episode:
What happens when a content marketer becomes a company leader? Tom Rudnai sits down with Timi Olotu, CRO at Charlie HR, to unpack how stepping into leadership has completely changed the way he thinks about content. Timi shares his evolution, from showing off writing skills early in his career to now focusing on solving real problems through content that truly connects.
Tune into this episode, as we explore:
(00:00) From writing to problem-solving
(04:25) Marketing focus: top and bottom
(08:55) Strategic data for growth insights
(10:13) Storytelling with data for stakeholders
Listen to the full episode here: https://open.spotify.com/episode/2CUNEaI2mMQMhauqfXvsm5?si=5CpcIs_CQBK3zc-_iRT0hw
Why does so much B2B marketing still feel painfully boring? This Tom Rudnai chats with Kelly Allen, ex-cybersecurity CMO turned co-founder of Unboring, the agency on a mission to shake the dust off cybersecurity marketing.
She unpacks why so many brands lose their spark, how to make B2B bold, human and impossible to ignore and what it really takes to get buy-in for creative ideas in risk-averse industries.
Tom and Kelly also explore what B2B can learn from B2C branding, why emotion and authenticity still cut through in even the most serious sectors, and why building a strong, consistent brand is everyone’s job – not just marketing’s.
Tune in to this episode as we explore:
(04:50) Human emotion in B2B and cybersecurity
(07:56) Dress comfortably and define your style
(09:49) Unconventional branding mindset
(15:46) Brand positioning and expansion strategy
(18:43) The ROI of fun Christmas jumpers
(27:31) Getting leadership buy-in
(31:59) Brand consistency as a north star
(37:27) Sales strategy and incremental improvements
(41:29) Weekly goal-setting and progress
(46:34) AI revolutionising marketing challenges
(50:30) Creative problem-solving on a budget
Links mentioned in this episode:
In this minisode, host Tom Rudnai talks with Jamie Pagan about what it really takes to turn chaos into a content machine that never sleeps. Starting from a complete reset – no processes, no structure, no roadmap – Nathan walks us through how he rebuilt his team from the ground up. From setting the first OKRs (and learning hard lessons about overreach) to designing detailed Asana workflows and playbooks, he shows how structure became the key to scale.
Tune into this episode, as we explore:
(00:00) Overambitious Q3 goals impact progress
(06:09) Scalable content production model
(08:43) Efficient multi-channel content production
(11:51) Balancing structure with creativity
Listen to the full episode here: https://open.spotify.com/episode/2UFvyvffdrhliCzSoDFrBg?si=8e28ea30caac434b
What does it really take to turn demand into revenue in the age of AI? Nathan Thompson, Senior Director of Product Marketing and Content at Copy.ai, joins the show to unpack the realities of scaling growth in a fast-changing landscape. From scrappy startup beginnings to leading at a hypergrowth company, Nathan shares what works, what doesn’t and why systems thinking always beats “checkbox marketing.”
This episode digs into the cultural shift from AI scepticism to full embrace, how to balance art with science in content and why slowing down to build the right foundations may be the fastest path to sustainable momentum.
Tune in to this episode as we explore:
(03:28) Content strategy and purpose
(08:52) Automation: threat or opportunity
(12:53) Improving AI prompting skills
(13:41) Building a brand brain
(16:50) Defining platform-specific voice
(22:48) Funnel strategy for content marketing
(23:47) Efficient keyword and content workflow
(28:39) Optimising B2B marketing strategies
(30:41) Funnel stages are fluid
(32:40) SEO: quantity over quality
(38:07) Balancing content in growth models
(41:32) Optimising conversion through patience
(42:36) Content marketing vs tech agility
(47:52) AI: shaping the future
(50:13) AI-powered thought collection agent
(52:44) Timeless writing advice
Links mentioned in this episode:
Summary
In this conversation, Tom Rudnai interviews Timmy Elotu, the CRO at Charlie HR, exploring his unique career journey from content marketing to a leadership role in revenue. Timmy shares insights on the importance of understanding the value of content, the need for effective communication between content and sales teams, and the significance of metrics in measuring content performance. He emphasizes the evolving role of content marketers in a sales-driven environment and discusses innovative tools and strategies that can enhance marketing effectiveness. The conversation concludes with Timmy's recommendations for evidence-based marketing practices and his willingness to support entrepreneurs.
Takeaways
28,000 AI Tools Later: AI Expert Oren Greenberg on Making AI Transformative
With 28,000+ AI tools flooding the market, most B2B marketers feel overwhelmed and stuck. AI expert Oren Greenberg, who's been using AI since before ChatGPT existed, shares why 90% of marketers are wasting money on AI tools and what actually works.
After 20+ years helping companies from Canon to high-growth startups, Oren reveals the critical mistakes holding marketers back and practical strategies for cutting through the hype to drive real results.
Key Takeaways:
• Why buying AI licenses without training users is the biggest mistake companies make
• The prompt engineering fundamentals that separate successful AI users from the rest
• Why you don't need a "Chief AI Officer" (and what to do instead)
• How to focus on the 3 AI tools that matter vs chasing 28,000 options
• The simple framework for communicating AI ROI to executives
Guest: Oren Greenberg is an AI marketing consultant specializing in B2B transformation. Connect with him on LinkedIn or visit orengreenberg.com.
Resources: Free AI gap analysis and prompt engineering course at orengreenberg.com
Summary
In this episode, Tom Rudnai interviews Chuck Moxley, a fractional CMO with extensive experience in both B2B and SaaS marketing. They discuss the transition to fractional roles, the benefits of the fractional model for startups, and the importance of building a strong marketing foundation. Chuck emphasizes the significance of clear messaging, understanding the modern buyer journey, and the role of brand in driving marketing success. They also explore the evolving landscape of marketing metrics, the impact of seasonality, and the necessity of curiosity in a marketer's career. The conversation concludes with insights on learning from mistakes and recommendations for marketers.
Chapters
00:00 Introduction to Chuck Moxley
01:20 Transitioning to Fractional CMO
03:26 The Fractional Model Explained
07:50 When to Use Fractional Leadership
13:58 Foundational Marketing Strategies
18:28 The Importance of Brand Messaging
22:33 Rethinking Lead Generation
27:37 The Long Game in Marketing
29:46 Adapting to the New Buyer Journey
34:07 Navigating Startup Challenges
40:43 Curiosity as a Key Trait
42:13 Innovative Marketing Strategies
43:36 Learning from Mistakes
45:57 Recommendations for Marketers
47:08 Podcast Outro (v3 Liam) - 30:03:2025, 19.16.mp3
Summary
In this episode of the Demand Geniuses podcast, Tom Rudnai speaks with Brendan Hufford, founder of Growth Sprints, about his journey from teaching to marketing, the importance of naming problems in marketing, and the evolving role of content strategy. They discuss the challenges of category creation, the dynamic nature of product-market fit, and the need for marketers to become customer whisperers. Brendan emphasizes the shift from SEO as a core strategy to a more diversified approach in content marketing, advocating for a focus on zero-click content and understanding customer awareness levels.
Takeaways
Summary
In this conversation, Tom Rudnai and Stefan Maritz delve into the intricacies of branding and marketing, particularly in the B2B space. They discuss the challenges posed by AI in training and development, the significance of content creation in building a brand, and the role of subject matter experts in enhancing content quality. The conversation also touches on the importance of understanding audience awareness, balancing resources across the marketing funnel, and the critical nature of brand trust and customer experience. Overall, the discussion highlights the evolving landscape of marketing and the need for brands to adapt to new technologies and consumer expectations.
Takeaways