Is your annual marketing plan holding you back? What if there's a more agile way to drive growth while staying laser-focused on what matters?

In this episode Karen welcomes Olga Denisova, CMO at GetPhoto.com and a veteran of major tech success stories including Semrush's IPO and Vine's journey to a $15 billion valuation.

Olga shares her bold decision to abandon traditional marketing plans in favour of strategic pillars with 30-90 day horizons – an approach that's helping her team stay nimble and responsive to market changes. From creating dedicated testing budgets to building a remote-first culture across global teams, Olga offers practical insights every marketing leader can implement.

What You'll Learn in This Episode:
✔️ Why traditional annual marketing plans often fail in today's rapidly changing environment
✔️ How to implement a strategic pillars approach focused on 30-90 day planning cycles
✔️ The importance of creating a dedicated test budget separate from your primary marketing budget
✔️ Techniques for building a strong testing culture that drives measurable growth
✔️ Why AI implementations should be customer-focused rather than technology-driven
✔️ Strategies for marketing leaders to demonstrate clear business value in PLG and SLG environments

Join us for this conversation filled with practical takeaways from a marketing leader who's leading global teams and driving growth through a test-and-learn approach that might just revolutionise how you think about marketing strategy.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in technology.

Want to know more?
Connect with Karen on LinkedIn
Discover more at armstronglloyd.co.uk
Book a call

How do you build a high-performing marketing team from the ground up -especially when the stakes are high and the budget is tight?

In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Jerome Stewart, CMO at Conviva, to explore the art of building effective marketing teams in resource-constrained environments.

With experience spanning from Peace Corps volunteer in Bolivia to marketing leadership roles at Microsoft, Salesforce, Splunk and now Conviva, Jerome shares invaluable insights on transitioning from enterprise giants to scrappy scale-ups. He reveals how to identify talent that thrives in the challenging start-up environment, his iterative approach to marketing messaging, and why the right team composition matters more than big budgets.

What You’ll Learn in This Episode:

✔️ How to identify and nurture marketing talent that thrives in resource-constrained environments

✔️ The "iron triangle" approach to cross-functional marketing collaboration

✔️ Jerome's philosophy for developing high-performing teams

✔️ How to implement an iterative messaging strategy when building a new brand

✔️ Techniques for evaluating a candidate's ability to create rather than just refine

✔️ How to adapt marketing leadership skills from large enterprises to scale-ups

✔️ Strategies for building differentiation when no one has heard of your company

Whether you're scaling your marketing function, navigating budget constraints, or looking to build a team that can punch above its weight, this episode offers practical wisdom from someone who's mastered the art of doing more with less.

Jerome's approach to iterative messaging and talent selection provides a roadmap for marketing leaders who need to create impact quickly without extensive resources. His insights on identifying people who can truly create (rather than just refine existing work) are particularly valuable for organisations at the critical growth stage.

Don't miss this candid conversation about what really drives marketing performance when the budget is tight but expectations remain sky-high.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in technology.

Want to know more?
Connect with Karen on LinkedIn
Discover more at armstronglloyd.co.uk
Book a call

In today's digital-first world, B2B buyers conduct extensive research before ever contacting a vendor. But how can marketing and sales teams effectively reach prospects who prefer to remain anonymous until they're ready to buy?

In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Stefano Iacono, Marketing Director at 6sense and a seasoned B2B marketing leader with over 17 years of experience. As the first UK hire for 6sense, Stefano has grown a team of 50 people and leads an award-winning ABM operation.

Stefano shares crucial insights from 6sense's research showing that 81% of B2B buyers have already made their decision before speaking to a seller, with the majority of their research conducted anonymously. He explores how marketing and sales teams can identify these signals, understand where prospects are in their buying journey, and engage them at the right moment with the right approach.

What You’ll Learn in This Episode:

✔️ Why defining your Total Addressable Market (TAM) and Ideal Customer Profile (ICP) is critical for marketing success

✔️ How to interpret anonymous buyer research signals that occur before prospects contact sales

✔️ Why 84% of B2B buyers purchase from the first vendor they speak with, making timing crucial

✔️ Why traditional MQLs are no longer effective (97% of marketers agree) and what to measure instead

✔️ The importance of understanding buying stages to deliver the right message at the right time

✔️ How to personalize sales outreach based on prospect research signals

✔️ Strategies for implementing account-centric demand generation at scale

Whether you're struggling with lead quality, measuring marketing effectiveness, or aligning sales and marketing teams, this episode offers practical strategies to transform your approach.

By understanding the hidden buyer journey and shifting to account-based metrics, you'll be able to engage prospects at exactly the right moment—when they're most likely to buy.

Don't miss these actionable insights that could fundamentally change how your organization identifies and converts opportunities in today's digital-first B2B marketplace.

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing and business leaders in technology.

Want to know more?
Connect with Karen on LinkedIn
Discover more at armstronglloyd.co.uk
Book a call