The Crowded Market

This Is How To Make B2B Buyers Interact With Your Marketing

Lauren Berkemeyer has spent six years building Yu Life from a 30 person startup into a business whose HR community treats her like a celebrity, and her secret is refusing to sell. Lauren joins Luke to explain why she never chases everyone on LinkedIn, why she would rather be part of a marketing community than pitch to it, and why the best B2B growth comes from giving genuine value long before anyone is ready to buy. They also get into why Yu Life ditched long, polished case studies for raw video, how a curated guest interview series turned into one of the business's strongest sales tools, and why treating employees and customers as unpaid marketers only works when the product is genuinely worth talking about in the first place. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

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How To Actually Get Leads at B2B Events: B2B Marketing Live

Grab Your Tickets for B2B Marketing Live Here: https://www.b2bmarketingexpo.co.uk/tickets?utm_source=Podcast&utm_medium=TCMPod&utm_campaign=TCMPod Eve and Franky run B2B Marketing Live, one of the busiest events in the UK marketing calendar, and they think most exhibitors are still getting the basics wrong. They join Luke to break down the real difference between showing up to an event and actually working it, whether you are walking the floor as a visitor, running a stand as an exhibitor, or taking the mic as a speaker. They cover why chasing 100 rushed leads a day beats nobody, why under staffed stands quietly kill ROI, and why the businesses winning at events treat them as a long relationship rather than a one day sales pitch. They also share exactly what is coming up at B2B Marketing Live this year, and why LinkedIn has completely changed how events get promoted, attended and followed up on. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

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Creating Marketing That Actually Connects: Ross Plummer

Most B2B marketers cannot prove their content is actually working, and this week's guest thinks that is the real problem hiding underneath the industry. Ross Plummer spent over a decade running global sports marketing for Nike and Heineken across two World Cups and three Olympic Games before moving into Web3, and he joins Luke to unpack why traditional brand storytelling struggles to prove its own return, why Web3 marketing builds fiercely loyal communities almost by accident, and why vanity metrics are quietly wasting B2B marketing budgets everywhere. Along the way they get into the genuinely surprising history behind Web3 itself, why brands like Nike and Apple can get away with a belief system that a smaller company never could, and why the most important part of a marketing campaign might be the part nobody can put a number on. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

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How To Make B2B Marketing Fun Again: Heather Barnett

Heather Barnett has turned B2B marketing's most awkward habits into a comedy career, and after years as a copywriter she has a folder on her laptop labelled examples of terrible copy that could fill an entire episode on its own. Heather joins Luke to explain why fear, not lack of imagination, is the real reason B2B marketing is so afraid to be different, why every website ends up sounding the same once it goes through what she calls the professionalisation machine, and why comedy has quietly become a legitimate, paid channel for B2B brands willing to be honest about themselves. It is a genuinely funny, sharp conversation about why B2B marketing takes itself far too seriously, and why the businesses brave enough to poke fun at themselves usually end up more trusted, not less. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

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How to get B2B Clients from LinkedIn - B2B LinkedIn Ads Masterclass

Most B2B marketing teams are pouring budget into LinkedIn and waiting for leads that never arrive. Mark Woodland says the problem isn't the platform. It's how you're using it. Mark is the founder of Winbox, a specialist LinkedIn ads and strategy agency. In this episode, he makes the case that treating LinkedIn as a lead vending machine is the single biggest mistake in B2B marketing, and lays out a complete playbook for using both paid and organic LinkedIn to build the kind of brand presence that turns browsers into buyers. B2B buying cycles average 220 days. The people seeing your content today are almost certainly not in-market right now. But they will be. And when they are, they'll come to the brand they already trust. Want to launch a B2B podcast that actually drives pipeline? Visit https://lrb.media and book a call. Subscribe for fortnightly conversations with the marketers cutting through crowded B2B markets. Watch on YouTube: https://www.youtube.com/@TheCrowdedMarket Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 Follow on LinkedIn: https://www.linkedin.com/company/the-crowded-market-podcast Subscribe to the newsletter: https://www.linkedin.com/build-relation/newsletter-follow?entityUrn=7430199685010698240 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

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The Brutal Reality of Working in B2B Marketing

Abi Markey is an experienced B2B marketer who went through two redundancies in three months and came out the other side with something most people in her position don't get: clarity. In this episode, she talks honestly about what burnout actually looks like from the inside, why marketers so often miss the early signs, and why chasing the next title can be the thing that breaks you. She also gets into why marketing teams get cut first, the invisible pressure of being a one-person department, and what the move to freelance really involves (including the parts nobody puts on LinkedIn). If you work in B2B marketing and you've ever felt like you're running at full capacity with nothing left to show for it, this one is worth your time. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

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B2B Marketing Strategy: Clarity, Budget, PR and Executive Branding

In this episode of The Crowded Market, we explore why B2B marketing is struggling in 2026 and what senior marketers should be doing instead. Ivana shares lessons from managing a €2M marketing budget across eight countries, including: Why being “everywhere” is killing B2B performance Why early-stage B2B companies should stop chasing PR How to structure and outsource specialist marketing functions Why personal brands outperform corporate brands in B2B How executive profiling builds trust and sector authority Why clarity beats volume in B2B lead generation If you're a B2B marketer, CMO or founder trying to generate pipeline and position your brand for long-term growth, this episode breaks down what actually works. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

Why Your Company LinkedIn Page is Dying (And What to Do)

In finance, pharma, and corporate B2B, the classic advice to “fail fast” can get you fired. In this episode of The Crowded Market, Global Social Media Manager Holly Kerr breaks down why experimentation is riskier in strict sectors, how marketers can still innovate without crossing compliance lines, and what happens when things go catastrophically wrong. Holly also shares a genuinely terrifying story about losing 2 million followers in 24 hours, and the career lesson it forced her to learn the hard way. If you’re a B2B marketer stuck between creativity and corporate risk, this episode is your blueprint. In this episode: Why “fail fast” is dangerous advice in regulated industries Why LinkedIn company page reach is dying (and what to do instead) The 2 million follower mistake that changed everything How to build influence internally when you can’t just “test and learn” Follow The Crowded Market for weekly conversations with the people shaping modern B2B marketing. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

YouTube strategist reveals 3 B2B YouTube strategies For 2026

Most B2B companies still treat YouTube as an afterthought. Long webinars, poor thumbnails, inconsistent branding and no clear strategy. In this episode of The Crowded Market, YouTube strategist Lee Glynn breaks down how business channels can start generating real inbound demand instead of sitting idle with a handful of subscribers. Lee shares the exact process he uses when auditing B2B YouTube channels, including how to fix the homepage “storefront”, how to position content around real business problems, and how to create videos that both get discovered and convert. You’ll learn why YouTube SEO is misunderstood, how chapters can multiply search opportunities, why quality production affects trust, and how B2B brands can use YouTube to build authority and pipeline—not vanity metrics. If you’re a B2B marketer or founder who wants YouTube to become a meaningful part of your marketing strategy, this episode is packed with practical, actionable insight. In This Episode: • Why most B2B YouTube channels fail to get traction • The overnight fix that improves trust and channel performance • How to structure thumbnails, titles and descriptions for conversions • How YouTube SEO actually works for business channels • Why long webinars rarely perform and how to repurpose them properly • Why problem-led content outperforms solution-led content • The two metrics that matter most for B2B YouTube success • How to build series-based content without confusing your audience • Why quality of production affects how your business is perceived • How to optimise YouTube as a lead generation tool, not a dumping ground Work With LRB If you want to build a B2B podcast that drives authority, inbound leads and a bank of repurposable content, LRB can help. Learn more about our B2B podcast offering: https://www.lrb-media.co.uk/podcasts-for-b2b/ Connect With Lee Glynn LinkedIn https://www.linkedin.com/in/leerglynn/ Website https://quarrylakecontent.com/ Follow Luke Barnett LinkedIn https://www.linkedin.com/in/luk3barnett/ Follow The Crowded Market YouTube https://www.youtube.com/@TheCrowdedMarket LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast

George Terry - The #1 LinkedIn Ads Mistake (And How to Fix It)

George Terry, LinkedIn expert and co-founder of Inbox, joins The Crowded Market to expose the #1 mistake businesses make with LinkedIn ads — and how to fix it. We cover wasted budgets, audience targeting, retargeting, and the future of LinkedIn content. Essential listening for B2B marketers in 2025. 🎥 Watch on YouTube https://www.youtube.com/@TheCrowdedMarket 🎧 Listen on Spotify https://open.spotify.com/show/31VV1cNMlLe2wKJVmDgS7w 🎧 Listen on Apple Podcasts https://podcasts.apple.com/us/podcast/the-crowded-market/id1841200124 🔗 Follow on LinkedIn https://www.linkedin.com/company/the-crowded-market-podcast