B2B Marketing in Flux
Industry insights from your target audience
B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change.
The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations.
B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.
In this second episode, we continue our series on how buying decisions get made. John Wilkes sits down with our guest, Felipe Stark, a CTO who has been involved in many software and tech negotiations. He shares insights on the CTO's role, including what people typically assume about the job that is untrue in practice, and how he makes ”build or buy” decisions.
About
B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change.
The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations.
B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.
The Experts
John Wilkes and Cristiano Winckler are industry-leading experts in B2B marketing. Between collecting over 25 accolades over the past two years and speaking at global events like Brighton SEO and HeroConf, in their spare time, share their knowledge and interview B2B leaders on the B2B In Flux podcast.
B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change.
The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations.
B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.
In this second episode, we continue our series on how buying decisions get made. John Wilkes sits down with our guest, Felipe Stark, a CTO who has been involved in many software and tech negotiations. He shares insights on the CTO's role, including what people typically assume about the job that is untrue in practice, and how he makes ”build or buy” decisions.