B2B Performance Marketing Podcast

AI is changing B2B marketing fast. But better prompts won’t save bad data or weak strategy. In this episode, Louis and Maelien explore what marketers should focus on now to stay ahead as AI becomes more embedded in advertising platforms. They discuss why robust conversion tracking is the foundation of effective AI, the shift from channel-level optimisation to systems thinking, how integrating data sources can unlock better insights, and why independent thinking remains a critical competitive advantage. If you're preparing your marketing function for an AI-driven future, this episode offers a practical framework to help you focus on what matters most.⏱️

Great ads management isn’t about doing more work. It’s about having the right system behind it. In this episode, Louis and Maelien explore why operational frameworks are essential for consistent, high-quality performance marketing. They discuss the hidden cost of reactive account management, the difference between “dabbling” and “grazing” in ad accounts, and why the best frameworks create consistency without becoming rigid. You'll learn how to separate baseline optimisation from bespoke strategic work, spot issues earlier, and build a process that makes every hour spent in your ad accounts more valuable.

Not all PPC agencies are created equal. In this episode, we break down the biggest B2B ad agency red flags — from overpromising and fake expertise to poor tracking, hidden data, account ownership issues, and “set and forget” management. You’ll learn what a healthy agency relationship should actually look like, how to spot warning signs before performance drops, and the questions to ask if something feels off. ⏱️ Chapters: 00:00 – Why some agency relationships quietly fail 01:15 – Overpromising and the “say yes to everything” problem 03:40 – Spotting fake expertise and testing agency credibility 04:50 – Ad account ownership and why it matters 06:00 – Reporting, conversion tracking, and hidden performance issues 07:20 – Techno babble, jargon, and unclear communication 08:20 – Complacency, constant handovers, and pricing red flags 11:20 – Budget pressure and when scaling ad spend makes sense 12:05 – What a healthy B2B agency relationship looks like

You can’t master everything in B2B marketing- so what actually deserves your time? In this episode, Louis and Maelien break down the core skill sets that drive real performance when you’re stretched thin. From technical setup to creative, analytics, commercial thinking, storytelling and CRO, they explore what to prioritise, what to outsource, and how to play to your strengths. If you’re juggling multiple hats, this gives you a clear framework to focus on what truly moves the needle.

It's 1 year since we launched the podcast so as a recap- here are the 5 lessons that actually moved the needle this year. From finding the right budget (and why spending less can cost you more) to using lead friction to improve quality, this episode distils the biggest performance marketing insights from the past 12 months. You’ll also rethink attribution entirely — and why chasing perfect data is a losing game. If you want clearer decisions, better leads, and more predictable pipeline, start here.

Google Ads suddenly stops working? Lead volume drops, costs spike, and performance tanks overnight. Here’s how to diagnose and fix it fast. Learn a clear framework to pinpoint whether the issue sits in your ad account, landing pages, tracking, or external factors- and what to do in each case. From reading CPC and conversion rate signals to reversing poor changes, fixing lead quality, and avoiding scaling mistakes, this episode gives you a practical playbook to get performance back on track.

Google Ads feels like a minefield, but most teams miss the two things that actually move performance. If you're spread too thin or unsure what to prioritise, this episode cuts it down to what matters: targeting real buyer intent and getting conversion tracking right. You’ll learn why exact match search gives you control, how to filter out wasted spend, and why poor tracking quietly drains budget every day. Fix these two areas, and your account becomes clearer, more efficient, and far easier to scale.

Manual reporting draining hours from your week? Here’s how to automate the boring bits so you can focus on decisions that actually improve performance. Louis and Maelien unpack the idea of data enablement in B2B performance marketing: why ad data needs commercial context, and why the real value isn’t in collecting data but interpreting it. They share the reporting problem that once cost their team hours every week, the Looker Studio limitation that broke their dashboards, and the automated spreadsheet system that ultimately saved 40+ hours per month. If reporting is eating your optimisation time, this episode shows how to fix it.

Lead attribution headaches? You're not alone. In this sharp Curveball Clinic edition, Louis and Maelien tackle three real-world questions marketers face when CRM data and ad platform reports don't align. You'll learn how to handle mismatched lead sources, why last quarter’s data keeps changing, and what “50 conversions” actually means when your CRM only shows 30 leads. Packed with clarity on attribution windows, data lag, call tracking, and signal quality- this episode helps you reframe attribution as a story, not a single source of truth.

Brand search: smart strategy or budget drain? If competitors are bidding on your name, ignoring branded keywords could cost you leads. In this episode, Louis and Maelien unpack when to use brand search in B2B paid media, how to defend your territory, and why attributing conversions to brand ads is trickier than it looks. Learn how to budget, exclude brand from Performance Max, and use Auction Insights to your advantage- all while keeping your CPA honest. Practical, no-nonsense guidance for paid search managers navigating the brand vs. performance debate.

Feeling the pressure to do more in 2026? This episode makes the case for doing better with less. Louis and Maelien pull back the curtain on Web Marketer’s internal strategy for the year ahead—ditching the cookie-cutter mindset and doubling down on partnership-driven client retention. You'll hear why “embracing the boutique” beats scalability at all costs, and how enablement-from data infrastructure to project management-can unlock high-impact work without the chaos.

Struggling to run meaningful B2B landing page split tests without wasting time and budget? This episode breaks down how to build a high-impact testing schedule grounded in customer insight, not guesswork. Learn how to plan smart hypotheses, track at deal level, and know when a test is ready to call. Whether you’re running lab-style tests or optimising ad performance, this framework helps you identify what really moves the pipeline.

Inbound calls convert- but are you even tracking them? Most B2B marketers aren't. In this episode, Louis and Maelien reveal how poor call tracking setups waste high-quality leads and underreport campaign ROI. You'll learn how to use Google’s free “calls from website” tracking, set call duration thresholds to filter quality, and bridge the gap between Google Ads and your CRM. Plus, they share the exact tools and workflows that link inbound calls to actual revenue—without piling on manual work.

Most B2B lead ads don’t fail because of the platform, they fail because they chase cheap leads with zero buying intent. In this episode, Louis and Maelien break down why standard lead gen playbooks fall short and how to fix them. You’ll learn how to build lead ads that screen out the wrong people, create real commercial value, and align with the buying journey. From adding smart friction to using self-selection questions, this is a practical guide to turning junk leads into sales-ready conversations.

AI won’t steal your job, but it might flood your feed. In this episode, Louis and Maelien break down where AI adds real value in B2B marketing, and where it still falls short. You’ll learn how to use AI as a productivity multiplier without losing originality, why average content is becoming invisible, and how to keep your brand voice sharp in an era of copy-paste creativity. Plus, practical ways AI is speeding up audits, reporting and customer insight, without replacing human judgement.

Bad leads waste time, hurt morale, and tank conversion rates. But most lead quality issues aren’t caused by one big mistake, they're caused by six small ones that stack up fast. In this episode, Louis and Maelien break down the hidden issues silently killing your lead-to-sale conversion rate. From weak traffic signals and role mismatch to unclear landing pages and form friction, you’ll learn how to diagnose the problem and fix it at source. Plus, we share low-effort, high-impact tactics to boost quality fast, without blowing up your pipeline.

Brand or performance – which side are you on? If your answer is either, you’re likely missing half the picture. In this episode, Louis and Maelien break down the false divide between demand generation and performance marketing, showing why the real winners are those who blend both. Learn how to use branded search as a signal for performance potential, when to boost posts without wasting budget, and how to tap your brand equity for measurable results. Plus, a practical way to test your market maturity and tailor your strategy accordingly.

Funnels are failing - here’s what to do instead. In this episode, Louis is joined by Phil Treagus-Evans, founder of Giraffe Social and author of Human First Marketing , to unpack why the traditional B2B funnel is broken and how his “Pinball Method” better reflects today’s messy, non-linear customer journey. You'll hear how human-first principles drive advocacy, why lazy AI marketing is killing trust, and how short-termism is holding marketers back. If you're struggling to balance brand and performance, or questioning the value of landing pages- this episode is for you.

If your ad budget’s too low, you’ll overpay for leads. Too high? Same problem. This episode shows you how to find your B2B “Goldilocks zone”. You’ll learn the ad spend thresholds for signs of life vs. predictable pipeline, how Google’s auction model affects cost per lead, and why budget should scale with behaviour, not just ambition. Whether you’re stuck in “scaling jail” or unsure why your performance fluctuates, this is your blueprint for smarter, more stable B2B ad budgeting.

Targeting too broad? Tracking too vague? Keyword lists too shallow? This episode helps you fix all three. Louis and Maelien walk through how to build sharper B2B PPC campaigns -from crafting smarter keyword sets (that go beyond obvious head terms), to refining audience selection across Google, Meta and LinkedIn, and tightening your conversion tracking so you only measure what matters. Plus, how to package it all into a strategy doc that aligns teams and drives results.