Marketing Dilemmas

In this episode, Liam sits down with Deivis, Founder of DERU Digital, to explore a dilemma every B2B marketer faces: how narrow should your targeting really be? Deivis shares his experience of discovering a vendor before he worked at an ICP company - and how that shaped his belief that brand reach needs to extend beyond account lists. They dive into the risks of over-segmentation, why reach is often undervalued in B2B, and how to balance short-term pipeline pressure with long-term influence.

Jonathan Bland, Co-Founder of Omni Lab, joins the Marketing Dilemmas podcast to tackle one of the toughest questions marketers face: “Why is performance down?” He shares how to avoid knee-jerk optimisations, build a systematic process for diagnosing issues across channels, and communicate findings in a way that earns trust, even when the answer isn’t simple.

In this episode of Marketing Dilemmas, Liam sits down with Sarah Breathnach, VP of Marketing at Hunters and Founder of the Demand Gen London community. Together they unpack one of the toughest challenges in B2B right now: how to stand out in a crowded, copycat market without falling into the trap of gimmicks or feature wars. Sarah shares lessons from the cybersecurity industry, her “small teams, big impact” positioning, and why true differentiation comes from clarity, consistency, and customer experience - not monster trucks or marketing hype.

Too many marketing teams fall into the comfort trap - sticking with what’s “always worked” and avoiding change until results dip.In this episode, Michael challenges that mindset head-on. He shares why waiting for a downturn before testing new channels or formats is a risky move, how to run small experiments alongside BAU, and the mindset shift needed to keep performance growing in a fast-changing market.

What happens when your SEO strategy stops delivering clicks? Tom Mansell, VP of Organic Performance at Croud, joins Marketing Dilemmas to unpack the radical shift in search behavior. From AI-powered search engines to plummeting click-through rates, Tom explains why traditional SEO metrics no longer tell the full story - and what forward-thinking marketers should do instead.

Adina, Global Director of Best Practice Programs at AVEVA, joins Marketing Dilemmas to unpack one of the hardest challenges in enterprise marketing: how do you effectively penetrate new markets when you’re juggling long sales cycles, complex portfolios, and competing internal priorities? From thought leadership to funnel strategy and outbound alignment - this episode breaks down the real blockers to driving growth in new segments.

What do you do when AI creates both your biggest opportunity and your biggest risk? In this episode, Maura Rivera, CMO at Qualified, shares how her team made the bold decision to pivot away from their successful flagship product and reposition entirely around an AI-powered SDR agent. It’s a story of product bets, internal resistance, and how to go all in - before the market catches up.

In this episode of Marketing Dilemmas, Liam is joined by Florian Frese, Marketing Director at Wire. Together, they unpack a challenge every marketer faces but few talk about: internal marketing. From building trust across teams to avoiding the dreaded “marketing in a silo” trap, Florian shares candid insights into what it really takes to get internal buy-in, show marketing’s value, and foster cross-functional alignment. Plus, how sharing updates on LinkedIn can double as your best internal comms hack.

In this episode of Marketing Dilemmas, Liam sits down with Ben Smith, Marketing Director at Reachdesk to tackle a growth challenge many scale-ups face: what to do when you’ve nailed your ICP but are starting to hit a ceiling. They unpack how Reachdesk refined their targeting, improved win rates, and now face the next big question - how to expand without losing focus. Expect insights on ABM signals, scrappy tactics, first-party data, and the true power of gifting in B2B.

B2B marketing isn't just campaigns and channels - it's understanding your product like a PMM.In this episode, Tas Bober (Founder at Scroll Lab) shares how realising her weakest link - product marketing - led her to build a lightweight, scalable framework every demand gen marketer can use to bridge the gap, run faster, and never rely on a last-minute slide again.She breaks down:Why most campaigns fail from a lack of product contextHow she built a mini-PMM process from scratchWhy this framework will save you (and your sales team) hoursWhether you’re in-house or agency-side, this is your blueprint for becoming a deeper generalist - and making better marketing decisions.