Truth, Lies and B2B Growth

Most 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 produce opportunities immediately. That usually leads to short-term campaigns, mass outreach and a cycle of trying different tactics without addressing the real problem: there wasn’t enough demand in the first place. In this episode, Craig Taylor and James break down how demand generation, demand capture and lead generation should work together as always-on functions to create a more consistent and predictable B2B pipeline. What you’ll learn: Why relying on lead generation alone creates a lumpy and unpredictable pipeline The difference between short-term lead generation, long-term lead generation and demand generation Why the 95:5 rule makes traditional outbound so inefficient How broad-market and account-based demand generation build familiarity and trust Why trust must be established before a complex B2B sales process begins How demand capture identifies the buyers showing genuine intent How intent signals can make your outbound activity more targeted and effective Why referrals should be the cherry on top, not your entire growth strategy Why MQLs, gated content and traditional attribution are becoming less useful How low-friction “tin opener” offers can create opportunities in complex B2B markets The single most important insight from this episode: “The best time to put demand generation in place was 12 months ago. The next best time is now.” Lead generation isn’t dead. But without consistent demand generation behind it, you are relying on timing, luck and the small percentage of your market already looking to buy. If your pipeline is inconsistent, your growth has plateaued or your business is too dependent on referrals, this episode explains how to build a more sustainable approach. 🎙️ Truth, Lies & B2B Growth is the podcast for founders, CEOs and marketing leaders wrestling with the new realities of growth and demand generation in complex B2B sales. 👉 Subscribe for weekly episodes on B2B marketing strategy, demand generation and what’s actually working in 2026. 00:00 — Why B2B pipelines suddenly go cold 00:20 — Lead generation vs demand generation\ 01:16 — Why “just generate more leads” doesn’t solve the problem 03:11 — The 95:5 rule explained 05:14 — The three parts of a modern demand generation strategy 06:20 — Broad-market vs account-based demand generation 08:10 — Why trust cannot be built during the sales cycle 09:07 — What demand generation looks like over 12–18 months 10:29 — What demand capture means 13:10 — How to identify and convert high-intent buyers 14:21 — How long demand generation really takes 16:14 — Why demand generation needs to start now 18:19 — Buyer-intent signals and targeted outreach 19:10 — Why referrals and stop-start lead gen limit growth 21:07 — Why the old MQL playbook no longer works 22:53 — Low-friction offers for complex B2B sales 26:11 — Measuring demand generation and proving ROI 28:09 — The invisible buyer journey and the limits of attribution 🏷️ Tags 🔥 Core: B2B demand generation, demand generation strategy, B2B lead generation, lead generation strategy, B2B marketing strategy, demand capture, B2B marketing 📈 Growth: predictable B2B pipeline, B2B pipeline generation, account based demand generation, B2B sales strategy, complex B2B sales, buyer intent data, B2B growth strategy 🎯 Long-tail: B2B demand generation 2026, demand generation vs lead generation, why lead generation isn’t working, how to generate B2B demand, how to build a predictable sales pipeline, 95 5 rule B2B marketing, how to capture buyer intent

Most 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 it’s why many marketers and business leaders are sceptical of buyer intent. In this episode, we break down what a real Buyer Intent Engine looks like and why most set-ups only do a fraction of the job. We’ll go through how to leverage AI to find the right contacts, how to enrich data, how to take action in real time and how to automate the process. In short, we’ll show you how to leverage signals to develop a tightly focused list of potential buyers and target them with precision outreach. What you’ll learn: Why most “buyer intent” is just a tool showing a signal, not an engine The 3 types of intent signal — engagement, research and triggers — and what each one is actually telling you Why intent is not an SQL, and how sending it straight to sales erodes trust in your data Why the buying group is the unit, not the individual lead (and the Forrester stat that proves it) How to use AI to find the right contacts and validate ICP fit beyond raw data How to enrich intent signals with the contact data you need to take action How to act in real time and automate outreach across multiple channels Why orchestration is the piece most teams are missing — and how to do it without paying for Clay The single most important insight from this episode: “It’s not that intent doesn’t work. It’s that if you treat it like an SQL, you’ll send it to sales too prematurely and erode trust.” Build the engine properly and the numbers follow — typically up to twice the effectiveness of a demand gen programme running without intent. If your intent data is sitting in a tool doing nothing, this episode is the build plan you need. Truth, Lies & B2B Growth is the podcast for founders, CEOs and Marketing leaders wrestling with the new realities of growth and demand generation in complex B2B sales. Subscribe for weekly episodes on B2B marketing strategy, demand generation and what’s actually working in 2026. 00:00 — Why most buyer intent setups only do a fraction of the job 00:56 — The common problems: false positives and single signals 01:34 — Why intent is not an SQL (and what happens when you treat it like one) 02:36 — The buying group is the unit, not the lead 04:07 — The 3 types of intent signal: engagement, research, triggers 08:00 — Component 1: multiple signal sources 10:00 — Component 2: ICP filtering done properly 11:34 — Component 3: enrichment, finding the contacts AI can act on 12:30 — Component 4: activation in real time and where the SDR team fits 15:11 — Component 5: tracking and proving ROI 16:40 — The tools you actually need (and the orchestration layer nobody has) 20:30 — Where to start without boiling the ocean

Main 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 James break down the channel-first content strategy — why each platform (LinkedIn, YouTube, Email, and even LLMs) has completely different mechanics, audiences, and algorithms, and why treating them the same is killing your reach. What you'll learn: Why LinkedIn company pages are dying — and what replaces them The 3-step framework: Outcomes → Audience → Mechanics Why YouTube is the highest-barrier and highest-opportunity B2B channel right now How "forgettable seconds" (Shorts) and "memorable minutes" (long-form) work together Why original research is now the last true differentiator in B2B content How to optimise your content for LLMs — the channel most B2B companies are ignoring entirely The single most important insight from this episode: "More content is now being generated by AI than by humans. Having the human visible at the heart of your content is where the opportunity sits." If your pipeline is quiet and your content is getting no traction, this episode is the strategic reset you need. 👉 Subscribe for weekly episodes on B2B marketing strategy, demand generation and what's actually working in 2026. 00:00 — Why most B2B content gets zero reach 02:30 — The channel-first framework: Outcomes, Audience, Mechanics 07:00 — LinkedIn: the death of company pages and what replaces them 13:00 — YouTube: the highest-barrier, highest-opportunity B2B channel 18:00 — Email: why your emails aren't reaching inboxes 21:00 — LLMs: the B2B content channel nobody is optimising for 23:00 — Original research: the last true differentiator

The 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 website is dead. We argue why this is a lazy narrative that misses the real shift. The B2B website is not becoming redundant. But its role is changing fast as AI search, zero-click and social-first consumption reshape how buyers discover and evaluate suppliers. So to make your website a true conversion engine, you need a new playbook. It’s true that the old website-as-a-brochure model is losing value. Buyers are now getting a picture of your business from AI, social content and the wider dark funnel. By the time they land on your website, they are often further through the buying journey. They are not looking for educational resources. They are looking to evaluate your solutions, validate your capabilities and find resources to help them complete their buying jobs. The practical takeaway is not to rebuild everything overnight. It is to evolve your website to enable your buyers to increasingly self-serve. You need to help them assess your fit, build confidence and take the next steps in their journey. This means stronger proof-points, indicative pricing, calculators, configurators, conversational experiences and more personalised, interactive outputs. Things to look out for: Why the B2B website is not dead, but its role is changing How AI search and zero-click behaviour are reshaping website traffic Why buyers now arrive later and more informed The shift from information and education to validation and enablement What the dark funnel means for website strategy Why brochure websites are becoming less effective The rise of indicative pricing, calculators and configurators Why modern websites need to create output, not just publish content The three audiences every modern website now has to serve: buyers, search and AI agents Why this is an evolution over time, not a one-off redesign

In 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 author of Freemium . Together they unpack why SaaS has been forced to modernise GTM faster, and what B2B service firms selling complex deals can steal, adapt and apply right now. Dave’s core point is that we are back at “square zero” as AI reshapes how buyers discover, evaluate and make decisions. Self-serve expectations keep rising, even when the sale is complex and multi-stakeholder. That creates a new standard for speed, clarity, and proof long before a sales conversation. The practical takeaway is not “do more content.” It is to build a measurable GTM system. Dave explains why you need instrumentation and a clear data model across the full Bow-Tie, from first engagement through to impact, renewal, expansion and advocacy. Once you can see how buyers and customers move, you can run focused experiments, double down on what works, and retire what does not. He also shares a useful lens from a private equity conversation: the need for a “Chief Figure It Out Officer.” In other words, drop the arrogance, stay curious, and design the new playbook faster than competitors. Things to look out for: Why SaaS is ahead on modern GTM, and what is transferable to B2B complex sales “Square zero” and how AI is changing discovery and decisioning Self-serve in complex sales, what it really means in practice The Bow-Tie model, and why post-sale is now a growth engine Instrumentation and a GTM data model so experiments are measurable How to run smarter tests, double down, and kill what is not working Where authority now comes from, including third-party proof “Generosity” that converts, using diagnostics, frameworks, and models Advocacy loops that turn customers into pipeline What to copy from SaaS, and what to ignore in complex B2B services

In 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 clear on what’s really needed. We cover what a good Fractional CMO looks like and when you might be better off hiring a more hands-on marketer instead. Sam and Craig also touch on: • Why CEOs often resist the hard truths in marketing • The pitfalls of fCMO engagements • Why some who try to become fCMOs don’t succeed • How to “hybridise” marketing ops with the right internal/external mix

In 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 will help B2B CMOs get buy-in from Sales and Service Teams to adopt HubSpot as a fully integrated solution. We highlight the core HubSpot benefits, such as data accuracy and AI readiness, while also addressing the common challenges in its implementation and ongoing management.

In 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, and how they are impacting marketing strategies. Almost overnight, many B2B marketing functions have found themselves stuck in legacy mode. As a result, their tactics are seeing diminishing returns - fewer leads, reduced ROI and less and less impact on pipeline. We’ve made this episode to help CEOs understand what’s happened and what they can do to start playing catch-up. We look at the key external trends, why B2B marketers are struggling and share the modern approaches to marketing that work in the AI-era.In this episode, you’ll learn: The Strategic Shifts: How the dark funnel has made your buyers invisible: LinkedIn, YouTube, Reddit & network communities are where buyers go to educate Authority and trust has shifted to people, not companies: founders and experts now trump faceless corporate brands Why short-term campaigns have given way to long-term programmes: consistent, compounding programmes with constant iteration - aligned to the 95:5 buyer reality How buyers are self-serving further: which means its key to show up in their research with useful buyer-enablement content Fragmentation gives way to orchestration: CRM-first platforms enable humans and AI to collaborate with structured and unstructured data SEO evolves to AEO: optimise for LLMs by building their trust, if you want to be sourced in their answers Content formats shift: prioritise short-form video, podcasts and peer insights where buyers actually consume them Websites become buyer-enablement hubs: offer assessments, ROI tools, demos and interactive or conversational experiences personalised to each visitor Generic outbound loses impact: switch to precision, signal-based engagement powered by CRM and AI CRMs become smart and AI-enabled: auto-enrich data, surface real-time intent and drive hyper-personalised outreach at scale The Tactical Shifts: SEO evolves to AEO: optimise for LLMs by building their trust, if you want to be sourced in their answers Content formats shift: prioritise short-form video, podcasts and peer insights where buyers actually consume them Websites become buyer-enablement hubs: offer assessments, ROI tools, demos and interactive or conversational experiences personalised to each visitor Generic outbound loses impact: switch to precision, signal-based engagement powered by CRM and AI CRMs become smart and AI-enabled: auto-enrich data, surface real-time intent and drive hyper-personalised outreach at scale

In 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 building into a direct revenue driver. Nic walks us through the specific strategies that distinguish high-performing content from the "sea of sameness" that characterises much of today's B2B content landscape. Things to look out for: 00:00 The Importance of Thought Leadership in B2B Tech 03:09 Insights from the Thought Leadership Survey 06:01 The Role of Thought Leadership in Decision Making 08:30 Creating Relevant and Action-Oriented Content 11:05 The Seven Pillars of Effective Thought Leadership 16:47 The Future of Thought Leadership in B2B 21:34 Harnessing Insights for Personalization 26:21 Aligning Content Across the Buyer Journey 32:09 Identifying White Space in Thought Leadership 36:30 The Role of AI in Thought Leadership 42:08 Key Takeaways for Thought Leadership Success If you want to explore the research for yourself: https://www.colemanparkes.com/thoughtleadership If you wish to contact Nic via LinkedIn: https://www.linkedin.com/in/nicolapeck/

In this episode, we explore how to effectively blend digital engagement with human-led interactions throughout complex B2B sales processes. We discuss common problems when companies rely too heavily on digital-only or human-only approaches, the importance of mapping buyer journeys, and practical strategies for timing transitions between digital tools and sales team involvement to reduce buyer regret and improve our conversion rates. Things to look out for: 00:00 Navigating the B2B Buying Process 00:41 Combining Digital and Human Interactions 01:35 The Importance of Consistency in Messaging 07:55 The Role of Human Interaction in Complex Sales 12:00 The Importance of Combining Digital and Human Elements 15:46 Efficiency vs. Effectiveness in Sales 19:10 Framework for Understanding Buyer Journeys 25:53 Building a Comprehensive Buyer Journey Strategy 26:18 Building from the End: A Strategic Approach 30:55 The Importance of Bridging Sales and Marketing 33:00 Optimizing the Buyer Journey for Success 37:32 Summary

In 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 HubSpot data directly. We explore why this integration represents a fundamental shift in how businesses can leverage AI for go-to-market success, while examining the critical security and data quality challenges that come with it. Things to listen out for: 00:00 - Introduction to HubSpot and ChatGPT integration 02:49 - Deep Research Connector: Transforming CRM data utilisation 06:08 - Use cases: Enhancing sales and customer insights 08:46 - Data quality: The foundation of effective AI 11:59 - Security and compliance: Navigating AI risks 15:01 - Cultural shift: Embracing data-driven decision making 18:00 - Practical steps for data readiness 21:14 - Conclusion: The future of AI in B2B sales

From 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 head-on. We examine why the "early adopter" mentality often backfires for SME organisations and provide a practical framework for cutting through the bullshit to focus on what actually drives results. Things to listen out for: 00:00 - Introduction to B2B marketing challenges 02:49 - Navigating marketing fads and trends 05:47 - The importance of fundamentals in marketing 08:47 - Strategies for effective marketing experimentation 11:58 - Budgeting for marketing innovation1 5:08 - Final thoughts on marketing effectiveness

In 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 personalisation is non-negotiable, and how signals and intent data are reshaping lead prioritisation.Things to listen out for:02:15 - The role of SDRs in modern sales05:00 - Integrating marketing and sales functions08:12 - The evolution of SDR roles11:00 - Tech-enabled outbound strategies11:40 - Leveraging technology in sales development13:25 - Understanding signals and intent data16:02 - The shift to multi-channel approaches18:45 - Personalisation and contextualisation in outreach21:02 - The evolution of sales techniques23:50 - The future of SDRs and AI integration

In 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, and why oversimplifying strategy can cost you. Julia also shares her take on attribution, content overload, and what’s next for marketing. Things to listen out for: 02:51 - The importance of brand building for conversion 04:38 - Understanding the 95/5 rule in content marketing 06:17 - Differences in B2B content strategy 08:32 - The complexity of the buyer journey 09:22 - Understanding MQLs and sales dynamics 15:10 - Navigating AI in marketing 16:35 - The role of quality content in a saturated market 17:53 - Adapting to new content formats 19:28 - The evolution of information in sales 22:14 - The value of integrated marketing strategies

In this episode, B2B sales expert Martyn Proctor shares his insights on winning complex, high-value deals. He emphasises total commitment to opportunities, deep customer understanding, and visualisation of client success. Things to listen out for: 02:59 - Understanding Big Ticket Deals 05:47 - The Importance of Visualisation in Sales 09:02 - Building Trust and Handling Objections 12:10 - Qualifying Opportunities and Red Flags 15:11 - Competing Against Larger Companies 21:05 - Handling Objections Effectively 32:49 - Understanding Pricing and Value in Sales 43:10 - The Importance of Prospecting and Lead Generation 50:30 - Consultants as Salespeople: A New Perspective 56:24 - Key Takeaways for Complex Sales Success

From ongoing marketing budget & resource challenges, increased expectations, to the rising pressures of AI adoption, this episode offers a pragmatic look at marketing overwhelm. We explore why marketers are struggling and provide strategies for maintaining focus, managing expectations, and surviving in a challenging professional landscape. Things to listen out for: 0:30 - The fundamental misunderstanding of marketing in leadership teams 2:32 - The impact of reduced budgets and resources on marketing teams 4:33 - AI's threat to marketing roles and the pressure to master new technologies 6:19 - The myth of the marketing 'superstar' who can do everything 10:05 - Strategies for saying no and maintaining focus 14:40 - Imposter syndrome and the challenges of keeping up with marketing changes 18:22 - The concept of 'random acts of marketing' 22:30 - The importance of specialising in marketing disciplines

In 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 journey is crucial for success, rather than seeking quick wins. The conversation examines why short-term thinking doesn't match modern B2B buying behaviours and offers insights on creating more effective sales and marketing strategies for high-value, complex sales cycles.

In 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 CMS capabilities; debunk common misconceptions about HubSpot’s CMS limitations; and outline how each solution is better suited to certain scenarios. It’s an essential listen for any HubSpot user weighing up their CMS options. Things to listen out for: 1:00 - Reasons why HubSpot customers stick with WordPress 3:37 - The uninformed dismissal of the HubSpot CMS by WordPress agencies 6:15 - The importance of the platform decision when building a new website 9:40 - Why NOT migrating to HubSpot could be a missed opportunity 11:30 - The benefits of the HubSpot CMS for existing customers14:29 - Leveraging data for personalisation, Smart content and website reporting 16:53 - Why the HubSpot CMS was built for marketers, not developers 21:40 - Why migrating to HubSpot is much easier than you might think 26:23 - Security: WordPress open source vs HubSpot closed source 31:03 - Hidden costs and total cost of CMS ownership

In 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 danger of algorithms, the return to strategic foundations and her unique perspectives on why marketers need to find their own path to success. It’s packed full of insights, so definitely not one to miss.

As we head towards 2025, the B2B go-to-market playbook is experiencing a tear-up. From shifting marketing cycles to the tough calls between brand and performance, navigating the road ahead will demand both gut instinct and the ability to pivot fast. This episode offers a pragmatic framework to help you plan effectively.