The Business of Marketing
Business & Finance
About
Welcome to The Business of Marketing, the podcast that dives deep into the minds of B2B marketing leaders. Join us as we explore innovative strategies and approaches to B2B marketing, with a laser focus on driving demand and growth.
Episodes
- Milka Privodanova, VP LinkedIn Marketing Solutions, Large Customers - International at LinkedIn
In this episode, Milka Privodanova, VP LinkedIn Marketing Solutions, discusses the evolution of B2B buying, the importance of credibility, and how LinkedIn helps brands build trust. The conversation covers B2B creators, video content, how…
- Chris Bagnall, CEO, Transmission
In this episode, Chris Bagnall, CEO of Transmission, explores how B2B marketing is being reshaped. He discusses the importance of brand in an AI-driven buying journey and the need for marketers to evolve into business leaders. The conversa…
- Julie Selman, SVP, Head of EMEA at Magnite
In this episode, Julie Selman, SVP, Head of EMEA at Magnite, discusses the evolution of digital advertising, streaming, and connected TV. She explores how the new TV ecosystem is changing media buying and the future of premium video.
- Toby Southgate, Global Group Chief Executive Officer, We Are Social
Justin Cooke interviews Toby Southgate, Global CEO of We Are Social, about his career path and the evolving role of social media in marketing. They discuss brand participation in culture, community influence, creativity in the age of AI, a…
- Soizic Sycamore, Managing Director, Plan.Net Group
This episode features John Horsley and Soizic Sycamore discussing the primacy of customer experience over technology in marketing. They also cover misunderstandings around data and MarTech, the challenge of acting on insights, and the impo…
- Paul Cash, Founder and Chief Rooster at RoosterPunk
Paul Cash, Founder of RoosterPunk, shares insights on how B2B marketing lost its emotional connection, the crucial 'three yeses' for buyers, and the biological basis of storytelling. The discussion also touches on a Workday case study.
- Alice Beecroft, Senior Director, Global Strategy and Partnerships at Yahoo DSP
Alice Beecroft of Yahoo DSP shares insights on agentic AI as the next major shift in advertising technology, the potential of commerce beyond retail, and the evolution of DSP usage. The discussion also touches on collaboration within walle…
- Victoria Dyke, Co-Founder of Ziggy
Victoria Dyke, Co-Founder of Ziggy, shares insights on how AI is changing B2B buyer behavior, the balance between brand and performance marketing, and the importance of commercial literacy.
- Tom Ollerton, Co-Founder of Automated Creative
Tom Ollerton, Co-Founder of Automated Creative, explores the economics of the AI boom, the nature of best practices in marketing, and how strategic tagging informs ad performance. The discussion covers marketing's rapid resets and was reco…
- Fiona Salmon, Managing Director at Mantis
Fiona Salmon, Managing Director at Mantis, shares insights on the evolving landscape of ad tech, focusing on transparency, the resurgence of contextual targeting for a cookie-less future, the challenges of brand safety overblocking news, a…
- Dragos Marica, Associate Director, Performance Marketing at Directive
Dragos Marica discusses the challenges of platform over-reliance, the evolving landscape of SEO due to AI search, and the integration of creative within performance marketing strategies. The conversation also touches on balancing brand bui…
- Dawn Miley, Senior Director, EMEA Growth Marketing and UK Regional Marketing at Adobe
Dawn Miley, Senior Director at Adobe, shares insights on the balance between brand and performance marketing, the role of AI in discoverability, strategies for scaling marketing efforts across over 40 EMEA markets, and the enduring importa…
- Minter Dial, Author, Speaker & Thought Leader, MYDIAL
Recorded live at Advertising Week Europe, John Horsley discusses empathy, trust, AI, and the importance of businesses becoming more meaningful and human with author Minter Dial.
- Martin Corke, CMO, Bauer Media Outdoor
John Horsley interviews Martin Cork, CMO of Bauer Media Outdoor, discussing the evolution of out-of-home advertising, the growth of digital and programmatic, and the channel's strong future prospects.
- Jem Lloyd-Williams, Mindshare President and WPP Media CSO
Justin Cooke interviews Jem Lloyd-Williams, Mindshare President and WPP Media CSO, discussing the evolving media landscape, the impact of AI, and the critical need for speed and strategic clarity in marketing.
- Jen Brown, Director, Engaging Interactions
Recorded live at Advertising Week, John Horsley and Jen Brown discuss the limitations of traditional metrics and the importance of long-term brand building. They also explore how marketers can remove friction in the customer journey to ach…
- Jaki Ellenby, CCO, ABBA Voyage
Recorded live at Advertising Week Europe, Jackie Ellenby discusses building distinctive brands and marketing unforgettable experiences with Justin Cooke. She emphasizes that the strongest brands compete on uniqueness.
- Chris Elsheikhi VP Demand Generation, Usercentrics
Recorded at Advertising Week Europe, this episode features John Horsley's conversation with Chris Elsheki, VP of Demand Generation at Usercentrics. They discuss privacy-led marketing, demand generation strategies, and the growing significa…
- Bryan Barletta, Founder & Partner, Sounds Profitable
John Horsley interviews Bryan Barletta, founder of Sounds Profitable, at Advertising Week Europe. They discuss the business of podcasting, covering topics like creator economics, attribution, audience engagement, and the industry's future.
- Ben Smith, Director of Global Marketing, ReachDesk
Recorded at Advertising Week Europe, Ben Smith, Director of Global Marketing at ReachDesk, discusses pipeline building, revenue alignment, and cutting through marketing noise with John Horsley.
- Andrew McCormick, Former Chief Growth Officer, Dentsu X
This episode features Justin Cooke in conversation with former Dentsu X Chief Growth Officer Andrew McCormick. They discuss the evolution of agencies, key growth drivers, and the increasing importance of focusing on outcomes rather than ju…
- Paul Anderson, Global Chief Creative Director, Gravity Global
Paul Anderson, Global Chief Creative Director at Gravity Global, discusses B2B creativity, the importance of brand, and the value of significant ideas in a conversation with John Horsley. The discussion was recorded live at Advertising Wee…
- Jason Warnes, Marketing Advisor and Investor
In this episode, John Horsley interviews Jason Warnes, discussing the changes in digital marketing, the importance of core principles, and how artificial intelligence is currently transforming marketing agencies, creative processes, and br…
- Gareth Cummings, CEO of eDesk
Gareth Cummings, CEO of eDesk, shares his journey and insights on leadership, resilience, AI, and customer experience with John Horsley on The Business of Marketing.
- Maor Sadra, CEO & Co-Founder of INCRMNTAL
John Horsley interviews Maor Sadra, CEO & Co-Founder of INCRMNTAL, about the need for marketing to measure true business value beyond clicks and attribution. The discussion covers incrementality, leadership, and the future of marketing ROI.
- Andrew Bialecki, Co-CEO and Co-Founder of Klaviyo
Andrew Bialecki, Co-CEO and Co-Founder of Klaviyo, discusses the evolution of consumer CRM in the AI era with John Horsley. He shares insights on autonomy, product-led growth, and agentic commerce, drawing from Klaviyo's journey from boots…
- Leon Harlow, Group Commercial Director at YMU
Leon Harlow, Group Commercial Director at YMU, explains how the creator economy is transforming entertainment and brand deals. He highlights the growing importance of community and trust, the role of YouTube, and advice for brands navigati…
- Yondjé Choi Cornez, Head of Partner Marketing Pixel B2B, Google
Yondjé Choi Cornez, Head of Partner Marketing B2B at Google Pixel, discusses global partner ecosystems, cultural intelligence, and establishing a DTC Korean nutrition brand alongside her tech career.
- Mitali Israni, Senior Director of Marketing at Pantheon
John Horsley speaks with Mitali Israni, Senior Director of Marketing at Pantheon. They discuss revenue marketing, partner ecosystems, and the impact of AI on modern marketing.
- Stephanie Dittmer Rogers, EVP of Marketing, San Francisco 49ers
Stephanie Dittmer Rogers, EVP of Marketing for the San Francisco 49ers, shares insights on creating fan experiences, covering in-stadium entertainment, international expansion, and the team's brand strategy.
- Dennis Claus, Strategy Lead EMEA at Apply Digital
Dennis Claus of Apply Digital shares strategies for transforming customers into brand fans, covering topics like digital ecosystems, measuring fandom, and adapting to change.
- Greg P. Licciardi, VP Sponsorships & Partner Programs at ANA
Greg P. Licciardi, VP of Sponsorships & Partner Programs at ANA and author, explains his "Holy Grail" marketing framework. He covers aligning audience, message, timing, environment, and outcome, applicable from global CMOs to startups.
- Dennis Buchheim, Global Head of GTM for Adtech/Martech, Communications, Media & Entertainment at Snowflake
This episode features Dennis Buchheim from Snowflake, discussing the future of data, AI, identity, and measurement in the adtech and martech industries. He shares insights on what the next era of advertising will entail.
- Jay Prasad, CEO at Relo Metrics
Jay Prasad, CEO of Relo Metrics, explains how AI and computer vision are changing the measurement of sponsorships and fan attention in sports, streaming, and entertainment.
- Adam Clyne, Founder & CEO and Mark Lainas, President US at Coolr
Adam Clyne, CEO of Coolr, and Mark Lainas, President US, share the origin story of their social-first agency. They discuss how culture, creators, and platform-native strategies drive their work for major brands and address the challenges C…
- Christie Sclater, SVP of Global Marketing at Clinique
Christie Sclater, SVP of Global Marketing at Clinique, shares insights on evolving the brand through global campaigns, digital acceleration, and consumer understanding. The discussion covers creativity and modern brand building for an icon…
- Kevin Hein, Chief Growth Officer at GIPHY
Kevin Hein, Chief Growth Officer at GIPHY, explores the transition from the feed era to the chat era, highlighting lessons from emotional context about culture and advising brands to focus on participation over visibility.
- Charles Simon, Vice President of Private Advertising Standards at RTB House
Charles Simon, VP of Private Advertising Standards at RTB House, explains the impact of regulations like GDPR and emerging technologies like clean rooms on digital advertising. He highlights the growing importance of understanding privacy…
- Oli Bealby, Co-Founder, Stereo Creative
Oli Bealby, Partner at Stereo Creative, shares his career path and insights into the agency's work for major brands. He explores the interplay of culture, design, and creativity in the age of AI, emphasizing the enduring importance of tena…
- Shannon Shae Montoya, Vice President, Head of Global B2B Marketing, Sponsorships, & Events, Yahoo!
Yahoo! VP Shannon Shae Montoya explains how experiential marketing, using examples like the Yahoo! yodel, creates lasting memories that lead to action. She shares insights on fostering creativity, building partnerships, and leading teams t…
- Aarti Bhaskaran, Global Head of Research and Insights, Snap
Aarti Bhaskaran, Global Head of Research and Insights at Snap, discusses the impact of consumer insight, AI, and creativity on digital marketing. Key topics include platform strategy, AR and AI convergence, creators as a media channel, and…
- Johanna Wahlroos, VP of Marketing, Global Strategy and Planning, DoubleVerify
Recorded at Advertising Week New York, this episode features Johanna Wahlroos of DoubleVerify. She shares insights on global marketing, balancing AI with human understanding, and maintaining customer focus.
- Lindsay Boyajian Hagan, Vice President Marketing and Co-Head Revenue, Conductor
This episode of The Business of Marketing features Lindsay Boyajian Hagan of Conductor AI. She discusses how AI is changing marketing leadership, the emergence of AEO, and the creation of people-first brands amidst automation.
- Tony Marlow, Chief Marketing Officer, LG Ad Solutions
Tony Marlow, Chief Marketing Officer at LG Ad Solutions, explains how the company is revolutionizing the TV experience by integrating attention, addressability, and measurable outcomes for brands.
- Darren D'Altorio, SVP of Paid Media, Wpromote
SVP of Paid Media Darren D'Altorio examines how creativity, data, and truth converge in advertising. He discusses storytelling, AI ethics, influencer ROI, and the importance of integrating brand, performance, and creative teams.
- Kimberly Hairston-Hicks, CMO, Gold Bond
Kimberley Hairston-Hicks, CMO of Gold Bond, shares insights on modernizing a legacy brand while retaining its iconic status. She covers her career path, inclusive innovation, brand leadership, and the future of holistic wellness.
- Mindie Kaplan, VP Innovation, MediaMint
Mindie Kaplan, VP of Innovation at MediaMint, shares her career path and discusses the creation of the global women's health movement, Million Mammograms.
- Ruslan Tovbulatov, CMO at Gloat
Gloat CMO Ruslan Tovbulatov joins The Business of Marketing Podcast to talk about AI-driven work orchestration and the strategic role of brand in the age of AI.
- Martin Kihn, SVP, Strategy at Salesforce Marketing Cloud
Martin Kihn, SVP of Strategy at Salesforce Marketing Cloud, explores how AI, data, and storytelling are revolutionizing marketing. He touches on agentic AI, historical tech disruptions, and maintaining a human-centric approach amid automat…
- Kerel Cooper, CMO, GumGum
Kerel Cooper, CMO of GumGum, appeared on The Business of Marketing Podcast to talk about how contextual advertising, creativity, and data work together to build more human and meaningful brand connections.