Truth, Lies and B2B Growth
by ROMI
BusinessE · Explicit
Latest episode
The Referral Trap That’s Killing Your B2B Growth
The Referral Trap That’s Killing Your B2B Growth
About this podcast
Truth, Lies & B2B Growth is the podcast for founders, CEOs and GTM leaders wrestling with the new realities of marketing in complex B2B.
Craig and James cut through the hype, call out the lies and share the truth as they see it. Their views come from decades spent leading GTM functions, advising as fractional consultants/CMOs and now running a successful B2B marketing consultancy.
Topics include: Modernising marketing; building brand authority; demand generation & HubSpot/CRM/AI
Episodes
The newest 20 of 27 episodes
- The Referral Trap That’s Killing Your B2B Growth · 23 minReferrals are the best leads you’ll ever get. They’re also the reason so many B2B businesses stall. If your growth depends on referrals, it depends on something you can’t…
- B2B Demand Generation in 2026: Why Lead Gen Isn’t Enough · 31 minMost B2B companies only focus on lead generation when their pipeline has already gone cold. By then, the pressure is on, targets are being missed and marketing is expected to…
- Build a Buyer Intent Engine That Actually Works · 24 minMost B2B companies think they have buyer intent. What they actually have is a tool that simply shows a signal against a set of companies. This is not a Buyer Intent Engine and…
- How to Build a B2B Content Strategy That Gets Discovered · 26 minMain episode description: Most B2B companies create content first and figure out the channel second. That's why their content gets ignored. In this episode, Craig Taylor and…
- The B2B website playbook that will drive pipeline in 2026 · 32 minThe B2B website playbook that will drive pipeline in 2026 In this episode of Truth, Lies & B2B Growth, we challenge the declaration made by some marketing experts that the B2B…
- SaaS GTM secrets unlocked for complex B2B sales, with Dave Boyce · 43 minIn this episode of Truth, Lies & B2B Growth, Craig Taylor sits down with Dave Boyce, a SaaS builder, go-to-market (GTM) operator and long-time PLG advocate. Dave is also the…
- When hiring a Fractional CMO makes sense (and when it doesn’t) with Sam Butterworth · 35 minIn this episode, we look at the pros and cons of bringing in a Fractional CMO (fCMO) and how to avoid it becoming an expensive hiring mistake. The discussion will help CEOs get…
- Selling HubSpot to Sales, Service and your Board in 2026: A CMO’s Guide · 30 minIn this episode, we explain the genuine value of HubSpot CRM as a unified customer platform and discuss how to effectively position it within your wider business. This podcast…
- Why legacy B2B marketing strategies are killing your growth · 40 minIn this episode of @truthliesb2bgrowth we talk through why growth has plateaued for many B2B firms. We explore the seismic shifts driven by AI and changing buying behaviour…
- How thought leadership wins attention, trust and business with Nic Peck · 45 minIn today’s episode we are joined by Nic Peck of Coleman Parkes to discuss their recent thought leadership survey. We explore how thought leadership has evolved far beyond brand…
- Why it's so important to understand your buyer journey · 38 minIn this episode, we explore how to effectively blend digital engagement with human-led interactions throughout complex B2B sales processes. We discuss common problems when…
- The HubSpot ChatGPT deep research connector: What you need to know · 37 min · Season 1 Episode 16In this episode, we dive into HubSpot's recent announcement of the ChatGPT Deep Research Connector - the first CRM integration that allows ChatGPT to query and analyse your…
- AI (apparently) has killed B2B marketing. What do we do now? · 19 min · Season 1 Episode 15From the constant pressure to adopt the latest marketing tech to the overwhelming noise of conflicting advice on LinkedIn, this episode tackles the challenge of marketing faddism…
- The resurgence of Outbound: AI and the evolution of the SDR · 27 min · Season 1 Episode 14In this episode, Craig and James dive into the resurgence of outbound marketing amid economic uncertainty. They explore how SDRs are evolving in modern sales, why tech-enabled…
- Why long-term brand building is still aways about conversion with Julia Hornaday · 30 min · Season 1 Episode 13In this episode, Julia Hornaday, global head of marketing at Turnkey Consulting, breaks down the balance between brand and demand. We talk content that converts, the rise of AI…
- How to close complex, big ticket B2B deals with Martyn Proctor · 57 min · Season 1 Episode 12In this episode, B2B sales expert Martyn Proctor shares his insights on winning complex, high-value deals. He emphasises total commitment to opportunities, deep customer…
- The overwhelm crisis in B2B marketing: A survival guide · 25 min · Season 1 Episode 11From ongoing marketing budget & resource challenges, increased expectations, to the rising pressures of AI adoption, this episode offers a pragmatic look at marketing overwhelm…
- Why short-term lead generation doesn’t work for long-term, complex B2B sales · 32 min · Season 1 Episode 10In this episode, we discuss why traditional lead generation approaches often fail in complex B2B sales environments. We explore how understanding and aligning with the buyer's…
- Choosing your website CMS: HubSpot VS WordPress · 33 min · Season 1 Episode 9In this episode, we explore the main things to consider when evaluating HubSpot vs WordPress as your website CMS. We look at why some organisations hesitate to embrace HubSpot’s…
- Avoiding B2B beige & the importance of listening to customers with Jennie Holmes · 46 min · Season 1 Episode 8In this, our first guest podcast, we are joined by Jennie Holmes - a B2B Marketing Director and leading thinker in marketing & tech. We discuss the meandering role of AI, the…
