89. Series 3 | Episode 4. Why Fundamentals Matter More Than Anything Else When Marketing for a B2B Tech Startup, with Paul Berney, CMO at Anthropos

Market Mentors

#Careers #Business #Technology Marketing #Career Advice #Entrepreneur #Marketing #Matt Dodgson #B2B Marketing

42:14

Episode Description: Jessica B. Harris may have been born and raised in New York City, but she has Tennessee roots through her father and has spent much of her life split between homes in the Northeast and the South – specifically New Orleans. For more than fifty years, she has been a college professor, a writer, and a lecturer, and her many books have earned her a reputation as an authority on food of the African Diaspora, as well as a lifetime achievement award from the James Beard Foundation. A few years back, Netflix adapted her book, High on the Hog: A Culinary Journey from Africa to America , into a 4 part docuseries. And I’m very proud to say that she’s a longtime contributor to Southern Living with a regular column called The Welcome Table. This episode was recorded in the Southern Living Birmingham studios, and Sid and Jessica talked about her mother’s signature mac and cheese, the cast-iron skillet she’d be sure to save if ever her house were on fire, and her dear friend, the late New Orleans chef Leah Chase. For more info visit: southernliving.com/biscuitsandjam Biscuits & Jam is produced by : Sid Evans - Editor-in-Chief, Southern Living Krissy Tiglias - GM, Southern Living Lottie Leymarie - Executive Producer Michael Onufrak - Audio Engineer/Producer Jeremiah McVay - Producer Learn more about your ad choices. Visit podcastchoices.com/adchoices…

2 years ago 24:46

MP3•Episode home

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 their very nature, are incredibly hard. High expectations, limited time, and stretched resources mean you have to spend your time wisely; otherwise, you risk making no impact at all.
Which is why marketing fundamentals matter more than anything else. And in this podcast episode, it’s something that I dig into with Paul Berney, CMO at Anthropos.

We cover;

What attracted Paul to work at such an early stage startup
What marketing fundamentals are and why they're so important for success in marketing at startups
How Paul has used marketing fundamentals to build and grow a new sector at Anthropos
Tips for anyone wanting to create or refine a company's proposition
What skills and traits Paul would look for if he was a CEO at a startup who was looking to hire their first marketer

And so much more.
Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast you can apply here.

Market Mentors is brought to you by Matt Dodgson, Co-Founder of Market Recruitment. Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow.
If you'd like to be a future guest on the Market Mentors podcast, you can apply here.

107 episodes

89. Series 3 | Episode 4. Why Fundamentals Matter More Than Anything Else When Marketing for a B2B Tech Startup, with Paul Berney, CMO at Anthropos

Market Mentors

published 2 years ago

MP3•Episode home

We cover;

What attracted Paul to work at such an early stage startup
What marketing fundamentals are and why they're so important for success in marketing at startups
How Paul has used marketing fundamentals to build and grow a new sector at Anthropos
Tips for anyone wanting to create or refine a company's proposition
What skills and traits Paul would look for if he was a CEO at a startup who was looking to hire their first marketer

107 episodes

#Careers #Business #Technology Marketing #Career Advice #Entrepreneur #Marketing #Matt Dodgson #B2B Marketing

All episodes

1
104. Series 4 | Episode 4. Is B2B Content Marketing Still Worth It in 2025? With Araminta Robertson, Founder & MD of Mint Studios 28:31

29 days ago28:31

28:31

In this episode of Market Mentors, Matt Dodgson interviews Araminta Robertson, founder of Mint Studios, about the state of B2B content marketing in 2025. Despite AI disruption and tightening budgets, Araminta explains why content remains essential for sharing expertise and generating leads. They discuss: The Importance of Content Marketing in 2025 Blogs and Their Evolving Role Where Would You Start to Create Inbound Leads? Understanding Your Audience: Beyond Demographics How Do You Decide What Type of Content to Produce? When Will You Start to See Results From SEO Focused Content What Metrics Do You Track? Making Boring Content Engaging What Skill Should Content Marketers Master Today? How to Assess Content Marketers at Final Interview Stage What AI Tools Are You Using and Recommending? Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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103. Series 4 | Episode 3. How to Build Trust and Drive Growth with B2B Influencer Marketing, with Vahbiz Cooper, Digital Marketing Manager at Demandbase 31:47

8 weeks ago31:47

31:47

“People buy from people.” And that’s why B2B influencer marketing actually works. In this week's podcast episode, I sat down with Vahbiz Cooper, Digital Marketing Manager at Demandbase, to dig into: What Are the Benefits of Influencer Marketing for B2B Companies? How to Find the Right Influencers? Maintaining Influencer Relationships Effective Channels and Content Formats Measuring ROI in Influencer Marketing Case Studies and Campaign Examples Common Mistakes to Avoid Future of Influencer Marketing Final Advice for B2B Influencer Marketing “The biggest benefit is building trust. When someone with authority talks about your product, it’s not just another sales post. It’s a recommendation.” If you’re in B2B marketing and thinking about influencer campaigns, this one’s for you. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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102. Series 4 | Episode 2. Demand-Gen Strategies to Drive B2B Startup Success, with Kartik Krishnan, B2B GTM Leader 40:18

13 weeks ago40:18

40:18

In this episode of the Market Mentors podcast, Matt Dodgson is joined by Kartik Krishnan , a demand-generation expert with experience at Google, Onfido, CapDesk, Beamery, and Founders Factory. Kartik shares his insights on how early-stage B2B tech startups can effectively balance demand creation and demand capture , overcome marketing challenges with limited resources, and build scalable go-to-market strategies. He also dives into product-market-price fit , the role of AI in modern marketing, and how founders can structure their teams for long-term success. They discuss: Let’s Get Some Demand-Gen Terms Out of the Way Why Do Early-Stage B2B Tech Startups Struggle With Demand Generation? Focus on Finding the Right Audience or Inbound as Well? What Channels Would You Recommend? What About Qualifying Leads? Product-Market-Price-Fit – Why Is This Important? Budgeting for Experimentation What Type of Marketer Should a Startup Hire First? What Will Change for B2B Marketers in the Next 12–18 Months? And so much more.. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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101. Series 4 | Episode 1. Reality of Job Searching as a Senior B2B Tech Marketer Today with Lisa Vecchio, Enterprise Marketing Director at Veed.io 24:39

17 weeks ago24:39

24:39

What's it REALLY like to search for a senior marketing role in B2B tech today? After leaving her company and looking for a job during the second half of 2024, Lisa Vecchio shares her story and insights on searching for a senior B2B marketing role in tech. We discuss: How good or bad is the job market? Did you have a clear idea of what type of job you were looking for, or did it evolve? How did you structure your day of job searching? What channels worked best? How important was candidate experience? What were some of the red flags you encountered? Final tips for job seekers. And so much more.. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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100. Series 3 | Episode 15. When Should B2B Tech Startups Hire Their First Marketer? With Emma Westley, VP of Marketing at Delegate CX 37:21

1 year ago37:21

37:21

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 the question of when B2B tech start-ups should hire their first marketer. She also provides plenty of helpful advice for determining what kind of marketing professional to hire, and using your newly established marketing function to drive business growth. We cover: What hiring conditions we're seeing in the B2B tech market in early 2024 When should a B2B tech startup hire its first marketer? What should you get your first marketing hire to focus on? What signals should founders look out for to know that marketing isn't working? Common mistakes startups make when hiring their first marketer What are the alternatives if you can't afford a full-time hire? And so much more.. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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99. Series 3 | Episode 14. Is Authentic Leadership the Key for B2B Tech Marketing Leaders in 2024? With Pavey Purewal, Executive Coach, ex-CMO, VP Marketing at VMware 25:55

1 year ago25:55

25:55

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 themselves. So, what's the way out of this? No single solution fits everyone, but I had a chat with Pavey Purewal, who used to be a CMO and is now an Executive Coach. And we dove into some practical tips that marketing leaders can put into action during these challenging times. We cover: What's the sentiment amongst B2B tech marketing leaders now Why now isn't the time to play it safe - 'small m versus big M thinking' How to approach the relationship with sales when the pressure is on Given the instability, what should leaders be investing in to improve their performance and resilience? What it takes to be a successful B2B tech marketing leader today And so much more.. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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98. Series 3 | Episode 13. 5 Ways to Safely Leverage AI in B2B Content Marketing, with Giuseppe Caltabiano, VP of Marketing at Rock Content 35:31

2 years ago35:31

35:31

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 intelligence (AI), which offers immense potential for driving both creativity and efficiency in B2B content marketing strategies. In this podcast, we’re joined by Giuseppe Caltabiano , who is VP of Marketing at Rock Content . Giuseppe has over 20 years of experience spearheading B2B and B2C operations and has produced world-class content and digital marketing strategies for companies like Schneider Electric, Google, Capgemini, and Virgin Media. We cover: Why do B2B content marketers need to leverage AI safely? How AI can, or cannot, be used during each stage of creating content Can you tell if copy has been created by AI? AI tools that Giuseppe recommends What skills and attributes Giuseppe looks for when hiring B2B content marketers And so much more.. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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97. Series 3 | Episode 12. How to Create Content to Engage the C-Suite, with Rin Hamburgh, Founder of RH&Co 33:00

2 years ago33:00

33:00

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, or you want to create a marketing strategy that can help you differentiate your business, then tune in because we cover everything you need to know. We cover: What does it mean when someone is an expert? The research that Rin's agency has produced on C-suite reading habits How to approach expertise-based positioning What type of content should you produce? What type of content to avoid producing Tips for content distribution How should you think about ROI with this type of content? What Rin looks for when hiring B2B content marketers And so much more. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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96. Series 3 | Episode 11. How Marketers Can Leverage SDR’s to Drive Pipeline with Catarina Hoch, VP of Global Marketing at Operatix 38:43

2 years ago38:43

38:43

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 utilise them to drive pipeline growth. And there's no better person to talk to about this than Catarina Hoch , VP of Global Marketing at Operatix . Not only has Catarina been an SDR previously, but Operatix provide outsourced SDR teams for B2B Tech companies, so she has a wealth of knowledge about what works and what doesn't. We cover: What does a Sales Development Representative (SDR) do? How do they fit into a typical sales team? How marketers can best work with SDR's to increase pipeline. The best metrics to track. Outsource or hire the SDR function? What are the best tools for SDR's to use? And so much more. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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95. Series 3 | Episode 10. Mastering Localised Marketing in the B2B Tech Sector, with Lisa Vecchio, Global Vice President, Integrated Marketing at Aircall 26:57

2 years ago26:57

26:57

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 implementing it and a whole lot more with Lisa Vecchio, Global Vice President, Integrated Marketing at Aircall. We cover: What is integrated marketing and how does it relate to localisation? What are the benefits of having a localised marketing strategy? At what point does a company need to think about localisation? How Lisa approached localisation when working for a Startup. When do you need to hire marketers in country? Having run integrated marketing teams for global technology businesses, what Lisa recommends doing to set those teams up for success. What skills and attributes Lisa looks for when hiring into her marketing team. And so much more. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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Summer 2023 Update 4:00

2 years ago4:00

4:00

A short update from us here at Market Recruitment. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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94. Series 3 | Episode 9. Turning Data into Demand for B2B Marketers, with John Webb, the Founder and CEO of Get2Growth 33:22

2 years ago33:22

33:22

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 insights on how to leverage it effectively. We cover: What the opportunities are for B2B companies that sit on a lot of data right now Why aren’t B2B companies able to utilise their data? What could B2B companies be doing to capture more data in the first place? How would you suggest they turn that data from unknown to a known audience? What companies need to be aware of from a legislation point of view How should companies start to build a demand generation engine? How did John and the Spiceworks team utilise the data they had, and how did that influence their revenue? The skills and attributes that John believes makes someone good at demand generation And so much more. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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93. Series 3 | Episode 8. How to Build a B2B Website That Generates Leads, with Sam Dunning, Co-Owner of Web Choice 33:30

2 years ago33:30

33:30

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 also drives leads and delivers results. We cover: The single biggest mistake B2B companies make when building a new website What a lead generating website needs to have Does the CMS it's built on really matter? Pricing page - yes or no? How to do SEO properly and rank for keywords quickly The reality of how long SEO takes Tactics Sam is executing to drive leads into his business (which you can steal) And so much more. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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92. Series 3 | Episode 7. How to Turn Your Long-Form Content Into Short-Form Gold, with Anthony Leung, Founder of Mean Write Hook 29:20

2 years ago29:20

29:20

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 how to do it. And as someone who's worked in social media and content marketing for B2C companies like Pret a Manger, Just Eat, and Simba Sleep, as well as B2B brands like Rackspace and Rentokil Initial, he's worth listening to. We cover: Why companies should be thinking about turning long-form content into short-form gold Why some companies struggle with this Where people should start with something like this How people should distribute short-form content Recommended tools to create this type of content What metrics to measure and why And so much more. Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with top class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast you can apply here . Market Mentors is brought to you by Matt Dodgson , Co-Founder of Market Recruitment . Market Recruitment is a recruitment agency that connects B2B Tech & SaaS businesses with world class marketers to help them grow. If you'd like to be a future guest on the Market Mentors podcast, you can apply here .…

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91. Series 3 | Episode 6. How AI Is Changing Marketing, with Ian Macleod, CMO at SALESmanago 30:58

2 years ago30:58