The Problem With B2B Marketing16 Okt 2025

Episode 13 Jason Miller: The Problem with B2B Value Propositions, Positioning & Messaging

In this episode of 'The Problem with B2B Marketing,' Kevin Sutherland speaks with Jason Miller, Head of Marketing at Jigsaw, ex-Marketo - and former B2B Marketing evangelist at Linkedin - about a specific and critical challenge affecting the performance of content marketing for so many firms.

The discussion centres on the foundational issues in B2B content today, including the ‘lost art’ of positioning, messaging, and value propositions. They explore how brands often focus more on tactics over strategy, leading to diminishing returns and increased costs.

Jason emphasises the need for a clear messaging framework and outlines the role of creativity and community in building a successful marketing strategy. The episode also touches on the impact of AI - especially on entry-level careers - the importance of passion projects in avoiding burnout, and the necessity of finding innovative ways to connect with audiences.

Over 40-ish minutes we cover:

03:27 The Lost Art of Positioning and Messaging

08:05 The Evolution of B2B Marketing Strategies

11:52 The Importance of Brand and Creativity

21:13 Challenges for Entry-Level Marketers in the AI Era

23:41 The Importance of Short Form Video and AI

24:01 Complaints About Virality and Algorithm Hacks

25:06 Balancing Life and Carving Out Time

30:31 The Role of Community in B2B Marketing

33:15 The Impact of AI on Content and Messaging

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Episoder(14)

Episode 14, The Problem with… Legal Marketing: Special live episode with the Legal Marketing Association

In this special episode of 'The Problem with B2B Marketing', Kevin Sutherland broadcasts from the Legal Marketing Association's inaugural European conference in London, themed 'Strategies for the Futu...

21 Okt 20251h 10min

Episode 12 Elliot Moss, Mishcon de Reya: The Problem with Brand in B2B

In this episode, Kevin Sutherland sits down with Elliot Moss, Chief Brand Officer at Mishcon de Reya, to discuss the often-misunderstood concept of "brand" within professional services and B2B marketi...

21 Jul 20251h

Episode 11 Dom Hawes, Selbey Anderson: B2B Marketing is “looking in the wrong direction”

Is marketing having an identity crisis? In this episode, Kevin sits down with Dom Hawes, CEO of agency group Selbey Anderson, to ask why so much B2B marketing has become narrowly focused on content an...

12 Jun 20251h 4min

Episode 10 Pip Jamieson, The Dots: The problem with building a community that delivers ROI

Building a B2B community sounds great in theory but how do you make one that actually delivers value? In this episode, Kevin talks to Pip Jamieson, founder of community platform The Dots, about what i...

22 Mai 202558min

Episode 9 Matthew Magee, Pinsent Masons: The Problem with B2B… Thought Leaders

In this episode, we’re joined by Matthew Magee, Head of Digital Content at Pinsent Masons, which has been the most visited legal firm website in the world, every month, for the past 20 years. Drawing ...

24 Apr 202559min

Episode 8 Michelle Booth, former Natwest and Lloyds: The Problem with B2B… Change

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Michelle Booth, former head of marketing strategy & innovation at NatWest, and former head of Growth & innovation at Ll...

18 Mar 202557min

Episode 7 Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future: The Problem with B2B Influencer Marketing

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future to discuss the problem with influencer marketing....

18 Feb 202551min