When should you hire your first marketer? It’s a question a lot of B2B tech start-ups struggle with and, unfortunately, tend to get wrong. But making the right decision, not just about when to hire, but also which type of marketer to hire first, can have an enormous impact on your start-up’s growth. In this episode, Emma Westley guides us through t…

2023 has thrown a bunch of tough challenges at B2B tech marketing leaders, making it one of the trickiest years in a while, maybe even in the last couple of decades. The constant pressure to do more with less can squash creativity, test the relationship between marketing and sales teams, and even make even the most confident marketers second-guess …

With the current correction in the B2B technology market, finding the right balance between creativity and efficiency is crucial for success. This is especially true for B2B content marketers, who are seeking innovative ways to engage their target audience while optimising their resources. One tool that has revolutionised this field is artificial i…

In competitive markets, how can you use expertise-based positioning to help you create content that engages your audience? In this podcast, we catch up with Rin Hamburgh, a former journalist and experienced copywriter, to discuss research that her agency has conducted into what the C-suite reads. So, if you’re someone who has to engage the C-suite,…

Marketers play a crucial role in generating leads, raising brand awareness, and ultimately fueling the sales engine. One often overlooked resource that marketers can leverage to maximise their pipeline is the use of sales development representatives (SDRs). And in today’s podcast, we will explore what SDRs are and how marketers can effectively util…

In today's global marketplace, the concept of localised marketing has become increasingly important for B2B tech companies. But what exactly is localised marketing? And how can it help companies succeed in a highly competitive industry? In this podcast, I explore the benefits of localised marketing, discuss when companies should consider implementi…

A short update from us here at Market Recruitment.By Matt Dodgson

In the digital age, data is king. And for B2B marketers, this treasure trove of information holds the key to unlocking new opportunities and driving demand. But how exactly can data be used to achieve these goals? In this podcast, I talk to John Webb, Founder and CEO of Get2Growth, about the power of data in the B2B market and provide actionable in…

In today's digital age where buyers are more informed, a well-designed and optimised website can be a powerful tool to attract and convert potential customers for your B2B tech business. But where do you start? In this podcast, I talk to Sam Dunning, Co-Owner at Web Choice about the key steps to creating a B2B website that not only looks great but …

In today's fast-paced world, attention spans are shrinking, and the demand for quick and easily consumable content is on the rise. As a result, many companies are turning their long-form content into short-form content to cater to these changing preferences. But how? So in this podcast, I talk to Anthony Leung, the Founder of Mean Write Hook about …

Artificial intelligence (AI) is transforming the world as we know it, and marketing is no exception. From optimising online ads to creating content, AI is revolutionising how companies can reach their target audience more effectively. And in this podcast, I talk to Ian Macleod, CMO at SALESmanago, about how AI is changing marketing. We cover: Why A…

In the rapidly evolving world of fintech, standing out from the competition is crucial for success. One strategy that has proven to be highly effective is category creation. By defining a new category, establishing an emotional connection with customers, and aligning with the values of their target audience, fintech companies can drive growth, attr…

New tools, strategies, and tactics are readily available in today's marketing environment, making it easy to become distracted. Throw AI into the mix, and it’s clear to see why a lot of B2B marketers see focus as their number one challenge. And those challenges are particularly heightened for marketers who work for B2B tech startups. These jobs, by…

One of the biggest challenges for B2B fintechs in 2023 is how to create demand. With the well publicised demise of Silicon Valley Bank, rising global interest rates, and a cooling of major economies, venture capital funding in the sector is down by a whopping 83% in Q1 of 2023 compared to the same period in 2022. And this all has an impact on growt…

Are there any similarities between recruitment and B2B marketing? On the surface, they may seem like different jobs requiring different skill sets, but if you look closely, you’ll find that both disciplines have more in common than meets the eye. However, as modern marketing has become more commonplace, the recruitment industry lags behind. So what…

It's no secret that B2B marketing can be difficult -- after all, you're marketing to a niche audience with often limited budgets. But the challenge of cutting through the noise and making an impact with your target market is compounded yet again in the digital era: attention spans are shorter than ever before and audiences are increasingly flooded …

The startup to scaleup journey is a tough one, even more so in the current climate as investors become more cautious. But there are lessons to be learned from successful startups that have achieved success. I’m pleased to be talking to Victoria Hatcher, who works from one of those businesses. In 2022, Proximie, only six years after they were establ…

Whether we’re in a recession right now or not is a debate for people who are far more informed than me. However, what can’t be denied is there’s been a shift in a lot of technology companies recently from a ‘grow at all costs’ mentality to one that’s focussed on ‘efficient growth’. Inevitably that shift brings about change, which could mean redunda…

Today’s B2B tech marketers aren’t short of metrics to track. Being able to do this has enabled marketers to improve the effectiveness of the marketing they do, and ultimately the impact they have within their companies. But sometimes marketers can focus too much on the pipeline. Classic lead generation has always been centred around marketing quali…

For a B2B tech company, your positioning in the market, and the messaging you use to communicate with customers, are absolutely critical to your success. But when there’s so much competition from so many similar products and services today, it’s difficult to stand out from the crowd. So, how can you ensure your messaging is unique and impactful eno…

Developer marketing can be quite challenging for a lot of B2B marketers. Not only do developers dislike being ‘marketed to’, but they can often be a tough audience to reach. So how can you make a success of it? Today I’m joined by Christie Fidura, a developer marketing expert and someone who’s been doing developer marketing for over a decade. We ta…

As an early stage B2B tech start-up, getting your first 100 customers is a significant task. Not only is the technology market incredibly competitive these days, but customer acquisition costs are going through the roof. And if that wasn’t enough, there’s growing economic uncertainty. The obvious solution is to hire a demand generation focussed mar…

In the B2B tech space, personalisation is becoming increasingly important as your customers’ preferences for marketing continue to evolve. However, launching a highly personalised strategy such as account-based marketing, can often be very expensive and resource heavy. In this week’s episode, Kevin Tate, CMO at Clearbit, explains how you can achiev…

If your company is trying to market and sell a B2B tech product, embracing a product-led growth strategy could enable you to drastically improve customer acquisition, experience, and retention. But what is product-led growth, really, and how do you determine whether a strategy like this is the right fit for your business? In this podcast, Wes Bush,…

Going to work every day, and working on your marketing career, are two very separate things. But it’s easy to become so consumed by your day job that you neglect your long-term ambitions and lose sight of what you want to achieve in the future. Thankfully, this week’s guest has a wealth of in-depth guidance to help you solve those challenges. In th…

As there becomes more noise and evidence that economies around the world are moving towards a recession, the pressure to generate demand for B2B tech marketers mounts. So in this episode, Adam Holmgren, Head of Demand Generation at GetAccept, shares the five tactics he's used at GetAccept to help skyrocket demand. We cover; GetAccept's business and…

Are you a B2B content marketer that's looking to have more impact within the business you work for? One way of doing that is to get more involved in product marketing. Because, amongst other things, doing that enables you to participate in more strategic conversations across the business. But how do you do that? Well today's guest has done exactly …

This week’s guest has a proven track record of successfully launching and managing product marketing functions from scratch, which is a challenge many business leaders are currently struggling with. In this episode, Ashley Wood, VP of Marketing at LANDR, provides a helpful how-to guide for launching a product marketing function in your B2B tech sta…

Today, product marketing is a crucial function for companies in the B2B tech industry. A great product marketer will create cohesion between your sales, marketing, and product development teams, while also ensuring each one is doing their job as well as possible. But when it comes to product marketing metrics, how do you measure and communicate the…

The very first marketing role in a high-growth start-up is an extremely important one. As that person comes into the business to raise brand awareness, generate demand, build a sales pipeline, and drive revenue growth, it’s obvious to see why. Of course, with modern B2B marketing involving so many different aspects, having just one person responsib…

Having a marketing operations function within your marketing team is becoming critical, not just for large enterprises but for businesses of all sizes. Why? Because it keeps everything running smoothly and enables the rest of the team to excel in their own roles. In this episode, Emily Gravel provides useful advice for setting up a marketing operat…

It's been a crazy busy year for so many of us, so I'm currently away on holiday enjoying some downtime. Hence there's no episode this week, but I wanted to take the opportunity to give you a short update on what we've got in the pipeline. Have a great week everyone and catch you soon. Market Mentors is brought to you by Matt Dodgson, Co-Founder of …

Many modern marketing strategies are prioritising demand generation over lead generation, taking a far more customer-centric approach, and achieving great success. An example of this is Cognism, a company that has recently increased its inbound pipeline four times over by embracing demand generation. In this episode, Liam Bartholomew, Global Head o…

Events have long been an important part of a well-rounded marketing strategy, especially in the B2B space. But as technology has evolved, and the global trend of remote working has emerged, B2B events have changed a great deal over the last few years. So with this change and the emergence of hybrid events, how should you tackle event attribution? I…

In the current B2B tech sector, your customer journeys are often long, complex, and happening across a variety of different channels and touch-points. As a result, marketing attribution has become increasingly challenging, but also increasingly important in helping us understand where our marketing strategies are succeeding or failing. In this epis…

From early-stage start-ups to large enterprises, B2B tech companies are currently investing heavily in product marketing, whether that’s hiring their first person or building a whole team. But many of those businesses – and the candidates they’re hiring – are still unsure how to get product marketing right, especially in such a fast-moving, competi…

In a recent podcast episode, one of our guests defined product marketing as, “The function that helps you carve out a space for your business or product to compete in.” Sounds important, right? Well, most of the companies currently leading the way in the B2B tech sector would agree. That’s why we’ve seen a steep rise in tech businesses hiring for p…

Podcasts have been around for a long time now, and yet they’re still growing in popularity with each passing year. In fact, over the past three years, the number of podcast listeners in the UK has reportedly increased from 13.3 million in 2019 to 21.2 million in 2022. But a more recent trend has seen B2B tech companies using podcasts as a form of c…

The COVID-19 pandemic has changed the way we work forever. We all know that plenty of challenges arose during lockdown. But, even today, many businesses are still struggling to hire and retain top talent following the global shift to remote working. To help you solve some of those recruitment challenges, George Kapellos, Regional Head of Marketing …

A growth manager who focuses on making your product more successful is a role that’s becoming increasingly important for B2B tech companies, especially as business models continue shifting to prioritise self-service for customers. But ‘growth’ in this context should not be confused with growth marketing, nor can the two roles be combined or shoe-ho…

Despite the huge growth in popularity of B2B content marketing in recent years, far too many businesses are still making the critical mistake of focusing on themselves first, rather than focusing on what really matters – the customer. In this episode, Skyler Reeves, CEO of Ardent Growth, talks to Matt Dodgson about the importance of placing your ta…

After a year or so of uncertainty during the pandemic, event marketing has begun to re-establish itself as a key component of a modern B2B marketing strategy. However, the B2B events industry has obviously changed a lot since the start of the 2020 lockdowns. While technology has opened up new channels for events, that has also created plenty of new…

Account-based marketing is a strategic approach to marketing that targets individual customer ‘accounts’ with campaigns specifically aimed at them. And this is becoming increasingly popular in today’s business landscape, especially in the B2B Tech space where marketers are under more pressure than ever to deliver results. In this podcast, Leanne Ch…

Codeless is a content production company that supports fast-growing B2B tech businesses. And as VP of Growth at Codeless, one of James Scherer’s most notable recent projects has been delivering a large-scale content marketing strategy for tech giant Monday.com. In this podcast, James gives us an exclusive insight into how Codeless has driven signif…

In today’s digital marketing landscape, every company has a platform online to make noise and promote their own products or services. With that in mind, your Startup’s brand could be the point of differentiation that allows you to cut through that noise and gain an advantage over your competition. In this episode, Yoav Vilner, CEO of Walnut, talks …

When hiring B2B marketers, some businesses tend to put too much emphasis on finding people with experience specific to the position in question. This week’s guest is here to demonstrate why you should always give marketers the chance to transfer their skills and knowledge into new roles or industries. In this episode, Laura Hauser tells Matt Dodgso…

A Chief Marketing Executive (CMO) is the top of the food chain, as far as marketing roles go. But many of our readers often ask us what it takes to get there, what the role involves, and what influence a CMO can have on their wider business? In this episode, Kate Owen gives us a fascinating insight into her career and how it led her to her current …

What is Revenue Operations? Well, RevOps, as it's more commonly known, is a fairly new concept for most of us, but it’s a growing discipline that’s helping many leading B2B tech companies improve their customer acquisition, increase sales, and accelerate growth. In this podcast, Lorena Morales talks to Matt Dodgson about all things RevOps, includin…

B2B marketers will be all too familiar with the concept of a playbook, often positioned as a silver bullet solution for achieving growth and driving greater results. But, in order to be effective, this week’s guest believes you have to create your own playbook specific to your business, your product, and your target audience. In this podcast, Nick …

With so many different roles, responsibilities, skills, trends, and technologies to navigate these days, it can be overwhelming trying to carve out your ideal career path. In this week’s episode, Mark Larwood talks in detail about all the various options available to B2B Tech marketers today, to help you understand the best approach for you persona…