Brewing Success with Stuart Giddings: Reinventing the Agency Model

Today on Pipeline Brew, Matt is joined by Stuart Giddings, marketing veteran and CEO of Beettoo, the B2B specialist agency focused on driving better value for B2B marketers through a more expert, agile and accountable agency model. With over 30 years of experience with global agencies such as Dentsu and Gyro, Stuart founded Beettoo in 2021 to deliver impact differently.

Early in their conversation, Stuart shares his passion for B2B, while others might call it “the boring end of marketing,” Stuart thrives in the complexity that often comes with the territory. This excitement is what led to his own evolution of the agency model and creation of Beettoo, which balances content and data alongside brand and demand to add real value to their clients. This model combines employed resources, curated freelance talent, and specialist partners to offer more agile and effective solutions for modern marketing challenges.

Matt and Stuart also dive into the new partnership between Pipeline 360 and The Expert Network (TEN), which now enables a fully managed, turnkey Demand-as-a-Service (DaaS) solution that addresses end-to-end demand generation needs, from strategy and execution to performance measurement.

Don’t forget to listen out for “What’s On Tap,” where you’ll hear about Stuart’s love for cars – and specifically which custom build he is designing for his granddaughters.

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Guest Bio

With over 35 years of international marketing experience, Stuart Giddings has held leadership roles across publishing and advertising agencies worldwide. He has led

five international agencies, including two based in the U.S.

In 2010, Stuart joined Aegis Media (later Dentsu), where he spearheaded the development of the group’s global full-service B2B offering under Carat Enterprise. He also led multiple global agency acquisitions, integrating them to create the world’s largest and most awarded B2B agency network, which he led for five years. Stuart was also a member of Dentsu’s global leadership team and a former UK executive board member.

Stuart’s client portfolio spans global brands to start-ups, with campaigns executed across more than 40 countries.

In 2021 he founded the Beettoo Group.

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Guest Quotes

“People often look at B2B as being the more boring end of marketing, and I totally disagree. I think it's fascinating. I think it's more of a challenge.”

“If you can really blend brand and demand effectively, you're gonna drive better conversion, you're gonna drive long term engagement or valuable engagement. I think everyone broadly accepts that. Actually making it happen, I think is much more challenging.”

“B2B has some very savvy buyers. They're gonna say, ‘Okay, is this a really intelligent buyer? Is this actually gonna save me money? Make me more efficient?’ Whatever it might be. So I think that's where challenger brands have got a really strong case, but they've gotta convey that. And that won't come without the brand element being connected to demand. It's vital.”

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Time Stamps

00:00 Episode Start

00:23 Meet Stuart Giddings

02:11 Stewart's career journey

04:01 Aha moments and lessons learned

06:01 The Beettoo agency model

08:36 The Expert Network

12:46 Balancing brand and demand

18:04 Content strategy insights

22:47 What's On Tap

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Links

• Connect with Stuart Giddings on LinkedIn
• Check out Beettoo
• Check out The Expert Network
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360