Future Fuzz - The Digital Marketing Podcast

In this episode of Future Fuzz, Justin welcomes Margaret Sikora, CEO of Woodpecker, and Jakub, Customer Success Manager, for a deep dive into the rapidly evolving world of cold email outreach. Together, they unpack why infrastructure is now a critical factor in successful campaigns, how outdated practices like "spray and pray" are sabotaging sender reputations, and why personalization without true market-fit is a waste of effort - even in the AI age. They also critique outreach tactics, explore the “poke the bear” strategy, and share real-world examples of reply rates as high as 95%.TakeawaysCold email infrastructure matters more than ever; diversify your domains and ESPs.Never send from your main domain - burning it could wreck your business reputation.AI can’t fix poor product-market fit; it will just “multiply by zero.”Subject lines work best when they’re short, casual, and human.Reply rates can soar with strong targeting and thoughtful strategy (even up to 95%)."Poking the bear" can be effective - but only if you can back it up.Don’t test campaigns too narrowly; large samples yield better data.Outreach is about value and relevance, not gimmicks or over-promising.Chapters00:00 Welcome to Future Fuzz00:45 Meet Margaret and Jake from Woodpecker01:42 Why Email Infrastructure is Critical in 202504:05 The Role of Backup Domains and Mailboxes06:29 Tools for Planning Cold Outreach Infrastructure07:22 Average Reply Rates & What Influences Them08:23 AI is Not a Fix for Bad Fit09:48 Casual, Value-Focused Subject Lines10:06 Campaigns with 95% Reply Rates - How?11:34 Why Spray-and-Pray Tactics Are Dying12:05 What is “Poking the Bear” in Sales?13:09 Why Testing Strategy Beats Guesswork14:22 Scaling Tests Without Losing Insight16:13 Cold Email Techniques Rated Rapid-Fire20:43 The ROI of Knowing Your Audience23:38 Where to Connect with Margaret and JakeLinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Margaret on LinkedIn Follow Woodpecker on Linkedln⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn

In this episode of Future Fuzz, Justin speaks with Neil Davidson, CEO of London-based creative agency HeyHuman. They dive deep into the future of creativity in advertising, exploring how generative AI is reshaping agency roles, what the future of content creation looks like, and how smaller, nimble teams might outmaneuver larger agencies. Neil also shares his personal journey of repositioning HeyHuman, integrating behavioral science into strategy, and how neuroscience has influenced their creative development process. The conversation is rich with honest insights about leadership, industry change, and what brave, human-first advertising can look like in the age of AI.Guest BioNeil Davidson is the CEO of HeyHuman, an award-winning creative agency recognized as one of the Sunday Times’ Best Places to Work in 2024. With a background in agency leadership across the UK and Europe, Neil combines commercial acumen with academic depth - holding an MBA, an MA in Creative Writing, and currently pursuing doctoral research into generative AI’s impact on agency creativity. At HeyHuman, he has spearheaded the integration of behavioral science and neuroscience into campaign development, creating bold, effective advertising grounded in human understanding.TakeawaysGenerative AI will push creative agencies to polarize: big agencies leveraging scale, and small “creative curators” thriving with tools.Repetitive creative tasks like social media content are increasingly automatable - only human-authentic brands may resist this shift.Great content isn’t necessarily increasing, even if content volume is. Generic work risks becoming the norm.Clients still crave transformative creative work, but organizational risk aversion hinders bold decision-making.HeyHuman’s behavioral science framework centers on three deceptively powerful questions about audience behavior and decision-making.Effective ads balance the unusual with the familiar - “unusual everyday” content sticks.Bravery and trust between agencies and clients remain central to outstanding creative work.Chapters 00:00 Welcome and Introduction to Neil Davidson 01:11 The AI Threat vs. Creative Reality 03:20 Big vs. Small Agencies in the AI Age 04:33 Is Social Content Toast? 06:04 Are We Losing Creative Greats? 08:38 Behind the Scenes: A Royal Navy Campaign Disaster 10:25 Client Risk Appetite and Creative Bravery 13:11 The Repositioning of Heyhuman 15:40 Reflection on Leadership and Taking Stock 18:34 Behavioral Science in Practice 21:06 The Three-Question Behavioral Framework 23:42 Unusual Everyday: Neuroscience and Advertising 26:03 When Packaging Beats Advertising 26:50 Wrap-up and Final ThoughtsWhite PapersSee our HeyHuman White Papers14 Brand RelationshipsLinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Neil on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here

In this episode, Justin speaks with Will Williamson, Director and Founding Member of JDR Group, a top-tier UK-based digital marketing agency and elite HubSpot partner. Drawing on over two decades of experience transforming sales and marketing strategies, Will unpacks the persistent disconnect between sales and marketing, and how his proprietary six-step system helps align both functions to drive measurable growth. From myths around sales-readiness to the future of video content and AI’s role in marketing, this is a masterclass in B2B strategy for SMEs.Guest BioWill Williamson is the Director and Founding Member of JDR Group, a digital marketing agency based in Derby, UK. JDR Group is a leading HubSpot partner and has helped over 250 businesses optimize their digital sales and marketing over the past 20 years. Originally starting out in business coaching, Will pivoted the company toward digital marketing, developing a proprietary six-step system that is currently used long-term by over 60 businesses. His deep understanding of B2B challenges, especially within SMEs, makes him a trusted voice in marketing transformation.TakeawaysSales vs. Marketing: Many companies mistakenly expect marketing to deliver ready-to-buy leads; real growth requires synchronized sales and marketing efforts.Strategic Planning: Too many SMEs operate without clear long-term plans - planning and execution are both essential.The Six-Step Marketing System: Strategy, content, digital distribution, website, lead conversion, and CRM/sales integration.KPIs that Matter: Focus on touchpoints like visitors, leads, MQLs, SQLs, opportunities, and closed deals.Video is King: It’s the most effective content format right now but also the hardest for companies to commit to.AI and the Future: AI isn’t replacing genuine marketing yet but offers exciting potential for automation and insight.Chapters00:00 Intro to Will & JDR Group 02:00 The Sales vs. Marketing Disconnect 04:30 Origins in Business Coaching 06:00 The Myth of Sales-Ready Leads 08:15 Building a Sales-Marketing Machine 10:00 Weekly Syncs & HubSpot Integration 12:30 Why Most SMEs Don’t Plan Ahead 15:00 The Six-Step Marketing System Explained 18:00 Favourite Client Success Stories 19:15 The Power & Challenge of Video Content 22:30 AI’s Current Limitations & Future Promise 27:00 Final Thoughts & Where to Find Will⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Will on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠⁠

Justin is joined by Jim Kalbach - author, speaker, and leading voice in strategy and innovation - to demystify Jobs to Be Done (JTBD), a powerful framework that's still underutilized in the marketing world. Jim explains how JTBD moves beyond traditional product thinking by focusing on the core outcomes customers seek to achieve, whether in daily life or professional settings. He shares actionable ways JTBD can drive innovation, align cross-functional teams, and sharpen customer focus.Whether you're in marketing, product, or leadership, this conversation will help you rethink how your organization defines value - from the customer’s perspective.Guest BioJim Kalbach is a noted author, speaker, and instructor in innovation, design, and the future of work. He is currently Chief Evangelist at Mural, the leading online whiteboard.Jim is the author of several books: Designing Web Navigation (O’Reilly, 2007), Mapping Experiences, 2nd Ed. (O’Reilly, 2020), and The Jobs To Be Done Playbook (Rosenfeld, 2020). In 2023 he co-authored Collaborative Intelligence (Wiley, 2023) with Mariano Battan. Jim is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, training, and content.TakeawaysJTBD helps organizations uncover what customers really want to achieve - not just what products do.Success lies in separating your solution from the customer’s actual goal.Understanding unmet needs can create more resonant marketing and better product-market fit.JTBD can foster cross-functional alignment with a shared language across product, marketing, and sales.The core "job" customers want to complete remains timeless, even as technology changes.Chapters00:00 Welcome and Introduction to Jim Kalbach 01:04 What is Jobs To Be Done? 02:07 The Drill vs. the Hole Analogy 03:45 Why Focusing on Jobs Unlocks Innovation 05:52 The Role of Time in B2B Buyer Behavior 08:00 Timeless Nature of Customer Jobs 09:51 Fixing the Agency Pitch Problem with JTBD 11:20 The Power of Diagnosing Unmet Needs 13:25 Creating Cross-Team Alignment Through Shared Language 16:04 Building JTBD as an Organizational Muscle 17:28 Jim’s Writing Process and Book Journey 21:18 Collaborating with Practitioners and the JTBD Toolkit 24:32 Why Teaching Sharpened Jim’s Expertise 26:00 Where to Learn More: JTBD Toolkit & LinkedIn 27:14 Closing Thoughts and Sign-off⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Jim on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

In this inspiring episode of Future Fuzz, host Justin Campbell speaks with Karl Loudon, a former designer turned serial entrepreneur and now a commercial leader at Rise at Seven. Karl recounts his remarkable journey from running a boutique design studio to leading successful exits from three agencies and helping generate over £20 million in annual revenue. He reflects on embracing failure, finding his strength in client relationships, and the value of mentorship.Karl introduces the concept of "Selling with Soul" - a human, values-driven approach to B2B sales - and shares how soulful, intentional selling can shape entire buyer experiences. He and Justin also dive into the evolution of CRMs, the power of commercial culture, and the overlooked importance of creating video content to stay top-of-mind. This episode is a must-listen for agency founders, sales professionals, and creatives interested in balancing growth with authenticity.Guest BioKarl Loudon is a serial founder, commercial leader, and passionate advocate for soulful selling. With a background in design and a career spanning over 15 years in creative and media agencies, Karl has helped build and exit three companies, most notably contributing to the growth and acquisition of Moobaloo by IPG. He has worked with enterprise clients and helped scale teams from 5 to 500+ people. Now at Rise at Seven, he champions authentic commercial growth and content marketing. A TEDx speaker and DJ in a past life, Karl brings creativity, strategy, and soul into everything he does.TakeawaysSelling with soul means prioritizing genuine human connections over transactional tactics.Failure often serves as a catalyst for personal growth and professional success.Strong mentorship and feedback can unlock new career paths.Thoughtful, soulful experiences throughout the sales funnel are as vital as UX or CX.CRMs and sales infrastructure must serve the team, not burden them.Creating content - especially video - builds credibility and keeps agencies top-of-mind.Commercial culture thrives when revenue goals are shared and celebrated collectively.Chapters00:00 - Welcome to Future Fuzz and Introduction to Karl Loudon01:16 - From Design to Entrepreneurship: Karl’s Origin Story03:48 - Lessons from Failing Early and Learning Sales05:19 - TED Talk on Failure and Embracing Change06:18 - Realizations from Mentors and Growing with Moobaloo10:52 - What "Selling with Soul" Really Means14:20 - The Sales Experience: SX and Soulful Journey Design19:35 - Hustle to Infrastructure: Lessons in Scaling Agencies22:56 - CRMs and Revenue Operations in Modern Agencies25:35 - Building Commercial Culture Through Shared Goals27:19 - The Power of Content and Video in Demand Generation30:29 - Consistency Beats Perfection in Content Creation32:26 - Embracing Individuality: Culture and Confidence in Contentt⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Karl on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

In this episode Justin speaks to Julian Walker, the dynamic Group Managing Partner at Instinctif Partners, a firm at the forefront of insight-led communications. With a passion for unlocking potential, Julian’s leadership fuels transformation, not just within his incredibly talented teams at Instinctif and Truth Consulting, but across the clients and brands they serve. His work is defined by a strategic blend of external communications, social engagement, and leadership that drives meaningful, sustainable impact.Beyond the boardroom, Julian is an adventurer at heart, having navigated jungles, deserts, and remote seas, sometimes with unintended detours. In addition to his communications activities, he writes on travel and humour, chaired a fund designed to empower and develop young people’s true potential.TakeawaysJulian Walker emphasizes the importance of audience-centric communication.AI is often overhyped as a solution for communication challenges.Understanding where your audience is is crucial for effective messaging.The rush to automate can negatively impact employee development.Creativity thrives on collaboration and in-person interactions.The evolution of marketing communications has shifted from one-way to interactive.Investor communication must adapt to digital channels and audience needs.Management's control over a company's destiny is key to investor confidence.The UK market has potential for growth despite current challenges.Julian's books reflect his experiences and insights in travel and humor.Chapters00:00 Introduction to Julian Walker and Instinctif Partners02:50 Julian's Journey into Communications and Agency Life05:55 The Importance of Audience-Centric Communication09:00 Navigating the AI Hype in Communications11:51 Creativity in a Remote Work Environment15:01 The Evolution of Marketing Communications18:03 Investor Communication in the Digital Age20:49 Market Forces and Corporate Communication24:04 Optimism for the UK Market26:47 Julian's Books and Final ThoughtsLinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Julian on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

Book a call with Justin on how to get into⁠⁠⁠⁠⁠⁠⁠⁠⁠ business video podcasting ⁠⁠⁠⁠⁠In this episode, Marcus, Co-Founder of Tommy, shares how his global digital studio helps leading brands like Netflix, TikTok, and Amazon Prime stand out in crowded markets through the power of distinctiveness. He explains why true distinctiveness goes beyond being different, how emotional connections drive brand memorability, and how cognitive neuroscience is changing the way marketers think about building lasting brands.Marcus also unpacks the mistakes brands make by following category playbooks, the rise of fearless emerging brands, and why consistent, committed behaviors—not one-off stunts—build long-term brand loyalty. A must-listen for anyone serious about creating standout, future-proof brands.Guest BioMarcus is the Co-Founder of Tommy, a digital creative studio that partners with some of the world’s leading brands, including Netflix, TikTok, YouTube, Amazon Prime, Paramount Pictures, Google, and Tottenham Hotspur. With offices in London, Los Angeles, and Singapore, Marcus leads a team that specializes in building distinctive, memorable brand experiences across global markets.Drawing on over 15 years of experience navigating Hollywood’s fast-evolving marketing landscape, Marcus has become a recognized expert in brand distinctiveness. Under his leadership, Tommy developed the industry’s first distinctiveness framework—rooted in cognitive neuroscience research—to scientifically measure how advertising impacts memory and emotional engagement. Today, Marcus helps brands cut through the noise, build lasting emotional connections, and drive true brand differentiation.TakeawaysDistinctiveness, not just difference, is key to brand success.Emotional connections make brands more memorable.Neuroscience shows how distinctiveness drives memory and action.Brands must commit to distinctiveness beyond one-off stunts.Consistency builds recognition and loyalty.Emerging brands win by being fearless; established brands by storytelling.Chapters00:00 Welcome and Introduction to Marcus from Tommy01:16 Founding Tommy and Early Challenges03:48 How Streaming Services Changed the Studio Marketing Game04:49 Distinctiveness vs. Differentiation in Branding06:37 Real-World Examples: Beauty and Whiskey Industry's Lack of Distinctiveness11:53 Building Standout Brands: Lessons from Engine Gin and Trip Drinks14:03 The Role of Neuroscience in Brand Memorability19:04 How Emerging Brands Can Rock the Market23:30 Disrupting the Travel Category: Lujo Hotel Case Study24:01 Mistakes Brands Make by Following Social Playbooks26:02 Why Brands Must Commit to Distinctive Behavior28:58 Closing: Where to Find Marcus and TommyLinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Marcus on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

Book a call with Justin on how to get into⁠⁠⁠⁠⁠⁠⁠⁠ business video podcasting ⁠⁠⁠⁠In this episode, Ben Lilly, Co-Founder of Giant Leap Digital, reveals how his senior-led, remote-first agency is redefining how luxury and finance brands connect with high-net-worth audiences. He shares why empowering experienced talent leads to better outcomes, how traditional agency models fall short, and what the $65 trillion wealth transfer means for marketers.Ben also explores China’s rise as a luxury leader, the evolution of wealth-driven consumer behavior, and why launching during tough times can be a long-term advantage. A sharp, strategy-packed conversation for anyone navigating the future of premium brand marketing.Guest BioBen Lilly is the Co-Founder and Managing Director of Giant Leap Digital, a consultancy that helps luxury and finance brands connect with high-net-worth audiences through strategic digital media. With a model built around senior talent and a distributed team, Ben leads a network of top-tier UK consultants who deliver premium creative, paid, owned, and earned campaigns—without the bloat of traditional agencies.Having previously led and sold one of the world’s largest luxury digital agencies, Ben brings a rare combination of industry experience, global perspective, and entrepreneurial drive. At Giant Leap, he’s redefining what it means to serve wealth-focused brands—delivering tailored, data-informed strategies that resonate with affluent audiences and scale impact in international markets.TakeawaysSenior-led, remote-first teams drive higher quality and productivity through autonomy and trust.Traditional agencies often fail clients by replacing senior sales teams with junior delivery teams.The “Great Wealth Transfer” is shifting luxury marketing toward ethical, culturally relevant values.China will overtake the U.S. as the largest luxury market by 2030, with local brands rising in prominence.Starting an agency in tough economic times builds resilience and long-term positioning.Chapters00:00 Welcome and Ben Lilly’s Role01:14 Why Ben Started His Own Agency03:10 UK Marketing Market Challenges06:20 From Selling an Agency to Founding Giant Leap08:45 Building a Senior, Remote-First Team10:29 Empowerment Model Driving Productivity12:57 Nurturing Junior Talent Without Client Risk14:28 Targeting High Net Worth Audiences15:00 The Great Wealth Transfer: A Strategic Shift18:50 Cars as Investments: A New Asset Class20:33 Art Legacy vs. New Generational Values24:22 Global Expansion Plans: Dubai and Hong Kong26:29 China’s Rise as the Luxury Leader28:38 BYD and the 5-Minute Battery Breakthrough30:06 Advice for Aspiring Agency FoundersLinkedIn⁠⁠⁠⁠⁠⁠⁠⁠Follow Ben on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

Book a call with Justin on how to get into⁠⁠⁠⁠⁠⁠⁠ business video podcasting ⁠⁠⁠In this episode, Morgan Ratcliffe, Co-Founder and Managing Director of Notist, unpacks how B2B companies can stand out in a digital world that favors boldness and storytelling. From launching the agency with his brother in a spare room to generating millions of views and driving 8-figure revenue for clients, Morgan shares how he’s turning outdated B2B marketing playbooks on their head.He dives into the power of narrative-led content, what most businesses get wrong about personal branding and company pages, and why LinkedIn video is still an untapped goldmine. Morgan also breaks down why high-performing campaigns start with free, valuable “products for prospects,” how to run thought leadership ads, and the underrated art of pulling audiences off-platform. Whether you're a founder, marketer, or content strategist, this episode is packed with practical strategies for building relevance—and getting noticed.Guest BioMorgan Ratcliffe is the Co-Founder and Managing Director of Notist, a UK-based agency helping B2B companies stand out with story-driven marketing and bold digital strategies. Since launching the business with his brother just a few years ago, Morgan has scaled Notist into a powerhouse that generates tens of millions of LinkedIn impressions each month and delivers standout campaigns for brands ranging from the NHS to fast-growing tech firms.With a background that blends entrepreneurial hustle and creative instinct, Morgan has built a reputation for cutting through the noise in the B2B space. He specializes in translating business value into compelling narratives, building content engines that drive awareness and engagement, and leveraging modern platforms like LinkedIn for exponential reach. Whether he's advising clients on go-to-market moves or crafting viral campaigns, Morgan’s approach is grounded in authenticity, attention, and results.TakeawaysNotist helps B2B companies stand out through story-driven marketing.Most B2B founders struggle to communicate their value clearly online.Community is built on shared interest, not just company updates.Campaigns—not one-off posts—drive momentum in B2B marketing.Video is an underused yet powerful tool for building visibility and trust.“Products for prospects” offer low-barrier, high-value lead generation.Thought leadership ads scale personal content to broader audiences.Chapters00:00 Welcome and Morgan’s Role at Notist01:14 From Football to Founding: The Origin Story02:55 Early Growth: From Spare Room to 20-Person Team03:24 Why B2B Founders Struggle to Get Noticed Online05:18 Growing from Thousands to Millions of LinkedIn Views07:24 The Content Strategy That Changed the Game08:45 Personal Brand Cadence and Value Creation11:08 The Value-First Framework for B2B Company Pages13:19 Campaign-Driven B2B Marketing Strategy16:10 Rethinking LinkedIn Ads for High-Ticket B2B18:35 The Power of “Products for Prospects”20:31 Using Thought Leadership Ads to Scale Content23:38 Video in B2B: Why It’s Still Underrated25:04 How Video Humanizes Brands and Drives Reach26:49 Should LinkedIn Go Longform? The Strategic Tradeoff28:44 Positioning Content Around Real Customer Pain Points30:35 Final Advice: Build Content That People Actually WantLinkedIn⁠⁠⁠⁠⁠⁠⁠Follow Morgan on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

Book a call with Justin on how to get into⁠⁠⁠⁠⁠⁠ business video podcasting ⁠⁠In this episode, Eoin Rodgers, Chief Marketing Officer at Atomic, breaks down what it really takes to connect with B2B buyers in a complex, ever-evolving marketplace. With nearly two decades of experience and deep specialization in European go-to-market strategy, Eoin reveals why many B2B tech companies—especially those expanding from the US into Europe—get buyer insights wrong, and how to fix it.He shares how Atomic uses behavioral insights, buyer psychology, and nuanced localization to help global tech brands like Salesforce and Slack achieve relevance and resonance. Eoin also explores the evolution of ABM, why content must go far beyond simple translation, and how humor and AI are playing increasing roles in modern B2B strategy. Whether you’re selling to a CIO or building for scale, this episode is packed with perspective-changing insights.Guest BioEoin Rodgers is the Chief Marketing Officer at Atomic, an independent B2B marketing and employer branding consultancy working with some of the world’s leading tech brands, including Salesforce, Slack, Stripe, and DocuSign.With nearly 20 years of agency-side experience, Eoin has led high-performing teams across strategy, digital, and client services—crafting go-to-market strategies and campaigns that drive measurable growth. He’s built a reputation for translating complex propositions into clear, compelling messaging that cuts through the noise.Eoin’s work sits at the intersection of branding, content, and demand generation, and he’s passionate about helping companies find their voice in a crowded market. Whether he's guiding global marketing teams or rolling up his sleeves on creative, his approach is always grounded in clarity, curiosity, and impact.TakeawaysAtomic helps B2B companies understand their buyers better.B2B buyer psychology is often overlooked compared to B2C.CIOs think in systems, impacting how they make decisions.Understanding the diversity of the European market is crucial.Localization in marketing goes beyond just language translation.ABM has evolved and requires a strategic approach.Timing is critical in account-based marketing efforts.Creativity and humor can enhance B2B marketing effectiveness.AI tools are being developed to improve buyer insights.Understanding local market nuances is key for success.Chapters00:00 Welcome and Eoin's Role at Atomic01:18 Why B2B Buyer Insights Lag Behind B2C03:34 Understanding the Psychology of the CIO05:15 The Complex Role of CIOs in Buying Decisions06:39 Navigating Multi-Stakeholder Tech Purchases08:00 Why US Companies Misjudge European Markets09:22 Localization Beyond Language and Its Business Impact10:49 Cultural Nuances Across European Countries12:37 Channel Strategies and the Rise of Local Content14:46 Challenges in Localizing Video for European Markets15:42 The Evolution—and Dilution—of ABM17:37 The Real ROI of One-to-One ABM19:58 Balancing Investment and Return in ABM Strategy21:55 Timing, Renewals, and Long-Term Planning22:17 Why Humor and Personality Matter in B2B Branding23:07 Atomic’s New AI-Powered Insight Tools24:51 Where to Find Atomic’s Latest ResearchLinkedIn⁠⁠⁠⁠⁠⁠Follow Eoin on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠