THE 414 - B2B Marketing Podcast
Activity Overview
Episode publication activity over the past year
Episodes
Preparing For The B2B Post-Covid Boom
13 Jul 2021
Contributed by Lukas
As we come out of the pandemic there’s expected to be a sizeable economic boom.But in order for you and your company to benefit fully from it there ...
The Buying Four Confidences Which Need Addressing
04 Jul 2021
Contributed by Lukas
Buyers want to be confident that they will be successful if they purchase and implement your product or service.As a marketer you can help speed up sa...
Strategic TV Advertising For B2B Marketers
27 Jun 2021
Contributed by Lukas
Connected TV , or CTV for short is how nearly the majority of us watch or consume television.Previously, television advertising only really suited B2C...
Marketing Taking The Lead To Drive Revenue Growth
19 Jun 2021
Contributed by Lukas
Marketing when taught is skewed to very large companies such as IBM, Caterpillar and Oracle.Revenue is generated by the entirety of the business, not ...
Steal Like A Scientist To Optimise Conversation Rates
12 Jun 2021
Contributed by Lukas
The most expensive way of testing anything is to launch it and to see if it works.However, that’s often how things are done when it comes to new cam...
Win More Customers with Highly Personalised Pitch Decks
06 Jun 2021
Contributed by Lukas
As a B2B marketer, you can make a huge impact on your company’s sales figures by taking the lead on a very particular type of personalisation.Pitch ...
Mastering The Art of The Elevator Pitch
29 May 2021
Contributed by Lukas
Do almost dread being asked what do you?If you do, then there’s a way to change that.The concept of an elevator pitch is as American as waffles and ...
Why Accurate Marketing Attribution Gives You God-Like Powers
25 May 2021
Contributed by Lukas
Tracking where leads, and ultimately sales come from is getting harder by the day.In fact, buyer journeys have become so complex, that what used to wo...
Strategic SEO Lead Generation
15 May 2021
Contributed by Lukas
Your customers will likely set about searching for information that will help them with their problem or need before looking for companies to provide ...
The Art of Conversational Content
09 May 2021
Contributed by Lukas
At the forefront of making B2B marcomms more authentic, along with connecting with your audience on an emotional level is the ability to communicate a...
Why ABM Isn't Just For The Big Guys
01 May 2021
Contributed by Lukas
Having a six figure budget and dedicated team large enough to fill your local TGI Fridays is awesome for running ABM campaigns.But small teams should ...
Winning Big Accounts Quickly
17 Apr 2021
Contributed by Lukas
Winning large accounts, particularly through ABM is often a lengthy and hugely resource intensive process.But rather than going head-to-head and compe...
Outgunning Competitors Who Have Much Bigger Budgets (RELOADED)
16 Apr 2021
Contributed by Lukas
Being smart with what resources you have can often lead you to victory, even when pitched against a much larger adversary.Time and again, challenger b...
Why You Need To Get Your Hands Dirty With Data
09 Apr 2021
Contributed by Lukas
Washing the dishes and dealing with data have something in common.Unless you wash the dishes you’ll be in trouble the next time that you want to eat...
What A Professional Comic Can Teach B2B Marketers
27 Mar 2021
Contributed by Lukas
Free alcohol, always being the funniest person in the room, invites to glamorous events as well as being the envy of friends for their chosen career p...
How To Create A B2B Content Machine
19 Mar 2021
Contributed by Lukas
One of your key skills as a B2B marketer will be in producing epic content.Let's not be shy about that.And it's borderline heartbreaking whe...
Your Funnel Is Lying To You
13 Mar 2021
Contributed by Lukas
Your funnel, or specifically your marketing funnel map is supposed to be your definitive guide for how leads eventually become customers.But what if t...
Take The Lead With Your Tech Stack
08 Mar 2021
Contributed by Lukas
As a B2B marketer you're in a much better place to help drive efficiencies and profitability for your company than you might think.In fact, it re...
How Agile Development Can Improve B2B Marketing
02 Mar 2021
Contributed by Lukas
Agile development is a process which can benefit B2B marketers, and it originates from software development.Back in 2001 a group of software engineers...
Why SEO Should Be A B2B Team Sport
25 Feb 2021
Contributed by Lukas
If you've ever been asked to put on an event at a drop of a hat, or to 'work a bit of marketing magic' on the creative equivalent of so...
Getting The Right Story To Buyers
12 Feb 2021
Contributed by Lukas
Personalising B2B content is the next frontier which B2B marketers need to overcome and conquer.But conquering will also mean choosing the BEST conten...
B2B Marketing Truth Bombs For Better Results
08 Feb 2021
Contributed by Lukas
It’s the marketing equivalent of a cold shower, juice detox and vitamin shots.Yes, every once in a while you need to hear the facts straight, but if...
Optimised LinkedIn Marketing For 2021
29 Jan 2021
Contributed by Lukas
Right now we're in a fantastic transition period of B2B marketing.The concept of marketing to buyers as if they're real people is really tak...
Should You Be Embracing or Avoiding ABM?
23 Jan 2021
Contributed by Lukas
Account Based Marketing, or ABM, is a hot topic right now, and it's increasingly being seen as a strategy which everyone needs to adopt in order ...
Why Misunderstanding Marcomms Is Bad For Business
09 Jan 2021
Contributed by Lukas
But particularly right now where there are likely to be cut-backs, now more than ever, if you work in marcomms you need to make sure that everyone in ...
The Trifecta of B2B Lead Gen
10 Dec 2020
Contributed by Lukas
Previously PR was just about generating awareness to help with lead gen.But there’s been a significant shift in B2B PR in recent years which has rea...
Pioneering Customer Advocacy in B2B
30 Nov 2020
Contributed by Lukas
Sky championed the art of annoying customers as well as making it nearly impossible to leave, so much so that it triggered an Ofcom investigation.But ...
The 10 Hottest Psychology Concepts To Level-Up Your B2B Marketing
20 Nov 2020
Contributed by Lukas
If you have a solid understanding of psychology, influence and persuasion you’ll have a huge advantage over other marketers.It’s a mixture of scie...
Why B2B Needs Don Draper
09 Nov 2020
Contributed by Lukas
Why B2B Needs Don Draper💡💡 There’s a famous line of thinking which says that if you keep doing the same thing, you can’t expect different re...
Perfecting The Art of Virtual Pitching
26 Oct 2020
Contributed by Lukas
Do you, your company or agency deliver virtual pitches?Or is it something that you see yourself needing to do in the near future?Pitching virtually is...
What B2B Can Learn From The Charity Sector
19 Oct 2020
Contributed by Lukas
What B2B Can Learn From The Charity Sector...Getting inspiration from outside sources and specifically, other sectors can be hugely beneficial for you...
Public Speaking To Reach Customers
14 Sep 2020
Contributed by Lukas
Speaking at Virtual and Live events are an excellent way to connect with potential customers. But how do you get into public speaking and what’s in...
How The B2B Creative Industry Has Changed
01 Sep 2020
Contributed by Lukas
What are creatives and agency owners thinking right now?How has the industry actually changed?As we come out of the pandemic the outlook is promising,...
LinkedIn Insider Insights
24 Aug 2020
Contributed by Lukas
An EXCLUSIVE series of insights and findings from The UK’s Head of Marketing Solutions for LinkedIn.LinkedIn have conducted some detailed studies on...
The Power of Personas
10 Aug 2020
Contributed by Lukas
The foundation for any successful marketing activity, whether that is creating an effective website or other more general activity, is the understandi...
How To Set Up & Run Successful B2B LinkedIn Advertising Campaigns
31 Jul 2020
Contributed by Lukas
LinkedIn advertising, it’s a different beast to Facebook and Google ads. You’ll often hear that LinkedIn advertising is expensive, and per click,...
How to Tightly Integrate Sales & Marketing Teams For Maximum Profitability
25 Jul 2020
Contributed by Lukas
A well known ‘secret’ is that the best performing B2B companies have tightly integrated Sales & Marketing teams.So much so, that those departm...
Why Creative Media Strategy Is Key To Growing B2B Businesses
02 Jul 2020
Contributed by Lukas
Today on the show we’re going to be focusing heavily on media strategy.Why it’s important, how you can break it down, and things to consider with ...
How To Develop A Marketing Strategy That Your Entire Company Supports And Believes In
26 Jun 2020
Contributed by Lukas
Fortune favours the brave, and the winners of B2B in the future, will be the companies led by marketers who have bold and clearly defined marketing ca...
Why You Should Be Focusing On Intent Marketing
19 Jun 2020
Contributed by Lukas
As consumers we are all spending much more time online. That’s also where your customers are, and that should be making it easier to connect with t...
How To Be A Digital Nomad - The Ultimate W.F.H
13 Jun 2020
Contributed by Lukas
We’ve all adapted to working from home, but do you know what would be better than that?Working from any country, anywhere, anytime, otherwise known ...
Why Experts Tightly Integrate CX, UX & Marketing
05 Jun 2020
Contributed by Lukas
Customer Experience and User Experience are often thought of as important, but individual processes and disciplines in their own right. Now this appl...
How To Create A Winning PR & B2B Strategy
28 May 2020
Contributed by Lukas
PR is underused by most B2B businesses. And what I mean by that is referring to having a detailed quarterly plan for how a business will strategically...
The Power of Connecting Emotionally With Customers
21 May 2020
Contributed by Lukas
This week on The 414 LIVE, we’re going to be looking into emotional effectiveness of B2B marketing.There’s been a real shift in recent times for B...
The Mission to Re-ignite B2B Social Media
25 Apr 2020
Contributed by Lukas
Most B2B brands have either run their social media badly, or never got started. They watch with envy as consumer brands run highly engaging social ca...
Using COVID-19 Financial Support to Grow Your Business
22 Apr 2020
Contributed by Lukas
How to get the most out of all the Government Financial Support on offer.PLUS how to leverage it to GROW your business or agency.It’s actually quite...
Marketing Your B2B Agency During COVID-19
04 Apr 2020
Contributed by Lukas
Adapting Your Approach For Winning Customers & Delivering Your ServiceSo you can ignore the hystericals who are screaming STOP SELLING. Stopping ...
B2B Storytelling in a Pandemic
01 Apr 2020
Contributed by Lukas
What happens when a crisis has no immediate end?For the economy not to collapse businesses still need to thrive.But right now, the playing field for s...
How To Get Your Communications Right During COVID-19
31 Mar 2020
Contributed by Lukas
Crisis communications… it’s HIGHLY relevant right now, and there are many reasons why you need to make sure you and your company have your communi...
How To Create High Returning B2B Campaigns
24 Mar 2020
Contributed by Lukas
Generating £7.4M of quoted sales from a £50,000 total spend…How To Create High Returning B2B Campaigns - The 414 LIVE.Joining me today is Alex Swa...
The Evolution of Comms - Disruptors Vs The Disrupted
21 Mar 2020
Contributed by Lukas
How the pervasiveness of technology is forcing non tech businesses to communicate in a different way to their stakeholders.Right now BIG businesses ar...
Why You Need To Re-Think Using Stock Images
25 Feb 2020
Contributed by Lukas
Why You Need To Re-Think Using Stock Images 📸Joining me LIVE from Denmark, Neuromarketer, Jonathan Low.As humans we’re instinctively designed t...
How To Develop A Strategy For Voice Search & Technology
13 Feb 2020
Contributed by Lukas
If it hasn’t happened already, very soon you’ll be asked the question, what’s your strategy for VOICE?Joining me on The 414 this week is Kane Si...
Winning With Emotion: How To Become Your Customers’ First-Choice
30 Jan 2020
Contributed by Lukas
This week on THE 414 LIVE we’ll be looking into how emotions play a major part in the process which B2B decision makers go through in making a purch...
Using Data Ethically & Legally To Gain Competitive Advantage
16 Jan 2020
Contributed by Lukas
This week on THE 414, it’s about the importance of trust and building trust when it comes to using customer data. Better yet, we’ll be sharing how...
The State of B2B Lead Generation
09 Jan 2020
Contributed by Lukas
This week on THE 414 LIVE we’ll be discussing B2B lead generation and conversion, what B2B marketers are currently doing, the challenges they’re f...
Humanising B2B Marketing
19 Dec 2019
Contributed by Lukas
This week on THE 414, we talk about embarking on a new approach for selling B2B. It involves stepping away from focusing purely on features and bene...
The Essential Guide To Voice Overs
12 Dec 2019
Contributed by Lukas
This week on The 414 LIVE we look into one of the most widely used, but often under appreciated tools at our disposal, and that is, voice overs. Darr...
The Importance of 'Always On' Within ABM
05 Dec 2019
Contributed by Lukas
This week on THE 414 LIVE we’ll be discussing what Always On marketing activity actually means, why you would want to do it, and what you stand to g...
High Efficiency & Performance B2B Marketing Teams
28 Nov 2019
Contributed by Lukas
Gary Hurry, VP Marketing at Thomson Reuters, will be sharing his techniques and insights for leading teams who perform optimally, have a high level sh...
The Essential Guide To Voice Technology
21 Nov 2019
Contributed by Lukas
Voice technology is going to take off by storm, but unlike previous technology changes - most people already own voice enabled devices, it’s they’...
Cold Approach Direct Outreach
14 Nov 2019
Contributed by Lukas
We discuss the partially controversial topic of Cold Approach Direct Outreach. But specifically, we’ll be looking into the positive sides to it and ...
B2B Case Studies Re-Invented
08 Nov 2019
Contributed by Lukas
Case studies in B2B are generally terribly underused, or their content is just so sterile that it has a negligible impact on target customers. Kevin ...
The Secrets of B2B Sales & Marketing Chemistry
31 Oct 2019
Contributed by Lukas
We discuss the divides, disconnects and the varying levels which sales and marketing teams simply don’t work together as they should.Gert Scholts is...
A Journalist’s Guide To Effective Content Production
25 Oct 2019
Contributed by Lukas
Random Acts of Content come about when there is no governance in place to help an organisation create content.Jack Dyson, who, as a former journalist ...
B2B Marketing Category Design
17 Oct 2019
Contributed by Lukas
Simply producing a product or service which is incrementally better all the time, is actually a race to the bottom.So enter, the practice of Category ...
The Evolution of Content Marketing For B2B Marketers
05 Jun 2019
Contributed by Lukas
James Rostance speaks with Catherine Maskell, at The Content Market Association (CMA), about the evolution of content marketing for B2B marketers.Supp...
How To Leverage Consumer Psychology In A B2B Business
28 May 2019
Contributed by Lukas
James Rostance speaks with Nick King at Autotrader about consumer psychology and how B2B marketers can level up their game and results by bringing thi...
B2B Content Marketing Tailored To The Buyer Journey
15 May 2019
Contributed by Lukas
This week on the 414, it's about content marketing but specifically tailoring content for B2B audiences to improve audience engagement and accele...
How To Leverage ‘Insignificant’ Data To Skyrocket Sales & Campaign Effectiveness
08 May 2019
Contributed by Lukas
This week on THE 414, it’s about making exponential increases in sales revenues by putting to use the huge potential of proprietary data which most ...
B2B Marketing Industry Trend Tracker & Ignite 2019
01 May 2019
Contributed by Lukas
James Rostance speaks with Joel Harrison at B2B Marketing about this year's industry trend tracker and the annual marketing event 'Ignite&ap...
Increasing Campaign Effectiveness With Out Of Home
24 Apr 2019
Contributed by Lukas
On this week’s show, Sophie Pemberton, arguably the most out spoken champion and specialist in Out of Home, joins us to give the inside scoop on app...
Combining Real Time Consumer Data To Deliver More Effective TV Advertising Campaigns
18 Apr 2019
Contributed by Lukas
James Rostance speaks with Mike Shaw at Data XU about bringing together consumer data from multiple sources in real time so that advertisers can deliv...
Future-Proofing Marketing: How Businesses Should Take Advantage Of ‘The Perfect Storm’
09 Apr 2019
Contributed by Lukas
James Rostance speaks with Kevin Joyner at Croud Inc about future-proofing marketing. The competitive advantages for businesses to re-position and rea...
How Customers Are Giving Brands The Edge Through Playing A Direct Part In Product Development
01 Apr 2019
Contributed by Lukas
James Rostance speaks with Benjamin Moncrieffe at C Space about customer-driven growth: brands working in partnership with customers to create better,...
Help The Next Generation Of Marketers By Supporting The New School of Marketing
25 Mar 2019
Contributed by Lukas
James Rostance speaks with Ritchie Mehta at the School of Marketing about his mission to fix the greatest current irony in marketing, which is that th...
The Fight Against Influencer Fraud
18 Mar 2019
Contributed by Lukas
James Rostance speaks with Jordan Bourse at StyleHaul about how technology can be used to prevent influencer fraud.Support the show
The Power of Competitions & Prizes To Drive Social Engagement and Increase Sales
11 Mar 2019
Contributed by Lukas
James Rostance speaks with Chris Pearson at Element London about getting creative with competitions and prizes to drive social engagement, awareness, ...
Strategically Integrating PR With Marketing To Build And Feed Sales Funnels
30 Jul 2018
Contributed by Lukas
James Rostance speaks with Debby Penton about strategically integrating PR campaigns with marketing in order to provide continuous qualified business ...
Cutting Edge Marketing Strategies For Tech Firms
23 Jul 2018
Contributed by Lukas
James Rostance speaks with Paul Maher to find out which techniques and strategies are delivering incredible results in other sectors, and what he reco...
Performance Influencer Marketing : AI & Content DNA
09 Jul 2018
Contributed by Lukas
Performance influencer marketing, using AI to help set up campaigns, and content DNA to increase recall and effectiveness. James Rostance & Stevie...
In App Advertising – Captive Engaged Users, Minimal Advertisers
25 Jun 2018
Contributed by Lukas
Einav Dinur discusses with James Rostance the golden opportunity for brands to reach highly engaged mobile users in the least crowded online environme...
The Simple Strategy For Attracting Customers And Celebrity Endorsers
11 Jun 2018
Contributed by Lukas
James Rostance speaks with Ryan Palmer, Co-Founder of The London Sock Company to find out about the single marketing strategy that has helped him buil...
The Secret For Turning Your LinkedIn Profile Into A Lead Magnet
28 May 2018
Contributed by Lukas
How to use LinkedIn to position yourself as the go to expert and have prospects coming to you, pre-sold ready to buy. LinkedIn profile expert Naomi Jo...
Mind-blowing Exposure & ROI: How To Get Television News Coverage
14 May 2018
Contributed by Lukas
Discover the secrets behind the strategy which Richard Branson built his empire on. James Rostance speaks with Kully Dhadda, Founder & CEO of Flam...
Be Bold & Brave To Win Customers [EPISODE 3]
07 May 2018
Contributed by Lukas
Size and spending power does not make you invincible in marketing. In this week’s episode we learn from a true expert who specialises in promoting c...
Could Influencer Marketing Be Perfect For Your Strategy?
30 Apr 2018
Contributed by Lukas
The case for today’s most organic and unbeatable form of marketing, Influencer Marketing.James Rostance speaks with Emilie Quinn, Head of Influencer...
Discover How AI & Machine Learning Can Revolutionise Your Work & Results
23 Apr 2018
Contributed by Lukas
Machine learning and AI has been around for many years. We are now at a tipping point where marketers for companies of all sizes have access to this t...