While everyone in sales and marketing is chasing visibility on AI and LLMs, I’m talking to the people who actually make the buying decisions.
Help Us Show How Executive Decisions Really Get Made
~20 minutes
Video + Audio
Spotify & all platforms
No Fee to Appear
What is The Podcast About?
B2B in Flux is a podcast aimed at marketing leaders who’ve forgotten what it’s like to actually talk to the ‘real people’ they’re trying to reach within buying committees.
It’s 20 minutes speaking with someone like you, a senior executive who’s been in the room when the big decisions happen.
The goal is to help tech marketing leaders better understand how executives evaluate big transactions, how internal opinions form, and where marketing genuinely helps or hinders.
See What It's Like
Here’s a short clip from a recent episode so you can see the vibe:
Want to see a full episode? Browse past conversations
"The marketing industry has become so focused on AI and on appearing within LLMs that I feel we've forgotten the humans within the companies we target. This series is a reminder."
— John Wilkes, Co-Founder, Somebody Digital
Here's How It Works
Instructions
Book a time
Pick a slot that works for you. I'll book 45 minutes on your calendar — 10 minutes to settle in before we start, 20 minutes for the conversation, and buffer in case we're on a roll.
Get your questions in advance
We'll send them over so you know exactly what to expect, so no surprises.
10 minutes to settle in
We'll jump on early to chat and get comfortable before recording.
Record the conversation
~20 minutes of relaxed video conversation. Think coffee chat that happens to be recorded.
We handle the rest
Editing, production, publishing — all taken care of. We'll also send you clips so you can use them for your own purposes should you wish.
The Question Themes
Questions are tailored to your role and experience. Here’s a flavour:
What do marketers usually assume about your job that just isn't true? What actually takes up your time?
Walk us through a meaningful technology purchase you were involved in. When did you get involved? What did you focus on, and what did you delegate?
When evaluating a major purchase, how do the C-suite leaders communicate and influence each other?
How do you discover new solutions? Has AI changed your research process — and what still can't be shortcut?
Where do you go for information about vendors? Analyst reports? Case studies? User reviews? What format actually works for you?
When you're comparing similar solutions, what information actually helps you decide? What do vendors fail to communicate?
How do you assess whether a vendor will be around in 5 years? What concerns you most about vendor lock-in?
What do B2B sales teams do well, and what frustrates you most? What would make it less painful?
If you could give one piece of advice to B2B marketers trying to reach executives like you, what would it be? What's the biggest mistake vendors make?
These are indicative — your actual questions will be personalised and sent to you before recording.
Ready? Pick a Time That Works
Choose a slot below. If you’d prefer a quick intro chat before commiting feel free to drop me a message on LinkedIn.
FAQ
No — there’s no fee to appear on the podcast, and we don’t pay guests to take part. B2B in Flux is a platform for thoughtful conversation and shared insight. We invite guests because we value their perspective and believe it will genuinely benefit our audience. It’s about contributing to the conversation, building connections, and advancing thinking in B2B — for the love of the game.
We’re looking for B2B leaders, practitioners and thinkers who can speak to real-world experiences with strategy, growth, buying behaviour, and organisational decision-making. If you have thoughtful insights on how B2B marketing and buying are evolving, we’d love to talk
We aim for a conversational interview where your expertise leads the discussion. We’ll touch on your background, real experiences, and actionable insights for our audience of B2B marketers and leaders. Typically it’s relaxed, engaging, and focused on value over script.
While episodes vary, we usually record around a 30-minute conversation. We’ll confirm timing and any prep ahead of the interview so you’re comfortable.
Episodes go live on major platforms like Spotify, Apple Podcasts, and YouTube, and are also featured on our podcast page. We promote each episode through our channels once it’s published.
Yes — we’re happy to include links to your website, LinkedIn, or any relevant work in the episode show notes so listeners can connect with you and your ideas.
Recordings are pre-recorded, not live — which means we can ensure everything sounds great. We’re happy to discuss the final edit if you have questions before publishing.