Marketing Dilemmas - podcast cover

Marketing Dilemmas

Cognism•the-loop.captivate.fm
Business
Marketing
Management
It’s like therapy—for B2B marketers. On Marketing Dilemmas, host Liam Bartholomew unpacks one big marketing headache at a time—with help from leaders who’ve been there, failed, and figured out what works.
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Episodes

Marketing the marketing team with Florian Frese, Marketing Director at Wire

In this episode of Marketing Dilemmas, Liam is joined by Florian Frese, Marketing Director at Wire. Together, they unpack a challenge every marketer faces but few talk about: internal marketing. From building trust across teams to avoiding the dreaded “marketing in a silo” trap, Florian shares candid insights into what it really takes to get internal buy-in, show marketing’s value, and foster cross-functional alignment. Plus, how sharing updates on LinkedIn can double as your best internal comms...

Jul 01, 2025•42 min•Season 2Ep. 4

Trapped by the Ideal Customer Profile with Ben Smith, Marketing Director at Reachdesk

In this episode of Marketing Dilemmas, Liam sits down with Ben Smith, Marketing Director at Reachdesk to tackle a growth challenge many scale-ups face: what to do when you’ve nailed your ICP but are starting to hit a ceiling. They unpack how Reachdesk refined their targeting, improved win rates, and now face the next big question - how to expand without losing focus. Expect insights on ABM signals, scrappy tactics, first-party data, and the true power of gifting in B2B.

Jun 17, 2025•49 min•Season 2Ep. 3

The Demand Gen Marketer’s Call to Product Marketing Arms with Tas Bober, Founder of The Scroll Lab

B2B marketing isn't just campaigns and channels - it's understanding your product like a PMM. In this episode, Tas Bober (Founder at Scroll Lab) shares how realising her weakest link - product marketing - led her to build a lightweight, scalable framework every demand gen marketer can use to bridge the gap, run faster, and never rely on a last-minute slide again. She breaks down: Why most campaigns fail from a lack of product context How she built a mini-PMM process from scratch Why this framewo...

Jun 03, 2025•58 min•Season 2Ep. 2

The art of nurturing: When is a prospect really ready? With Steffen Hedebrandt, CMO at Dreamdata

In this episode, Liam is joined by Steffen, CMO and co-founder of DreamData, to unpack one of B2B marketing’s trickiest challenges: how to bridge the gap between awareness and sales readiness without jumping the gun. They dive into the dilemma of where marketing should focus its energy in the funnel - top, middle, or bottom - and explore what it really takes to turn passive awareness into high-intent engagement. From AI-led outreach to benchmark reports and one-to-one dinners, it’s a conversatio...

May 20, 2025•51 min•Season 2Ep. 1

Evolving an ABM strategy that actually works, with Cognism’s Tim Hughes and Liam Collins

In this episode of The Loop, Tim and Liam reunite six months after their first ABM deep dive to share how their program at Cognism has matured into a high-performing machine. From refining their ICP and working hand-in-hand with sales to building an account prioritisation engine and embracing out-of-the-box 1:1 tactics, this conversation is packed with actionable insights for any team trying to scale ABM without overspending on tools.

Apr 22, 2025•32 min•Season 1Ep. 92

How Cognism is scaling upmarket with Cognism’s VP of Paid Acquisition, Liam Collins

In this episode of The Loop, Joe McLaughlin sits down with Liam Collins, VP of Paid Acquisition at Cognism, for an inside look at how the marketing team is driving Cognism’s shift into the mid-market and enterprise space. From laying strong strategic foundations to aligning sales and marketing around a single North Star, Joe and Liam unpack the planning, data modeling, messaging evolution, and ABM initiatives behind the move. A must-listen for marketers looking to scale smart and go upmarket wit...

Apr 07, 2025•31 min•Season 1Ep. 91

Why big brands win, and how you can compete, with Dale Harrison

Cognism’s Senior Demand Generation Manager, Joe Mclaughlin speaks to Dale Harrison, brand marketing and commercial strategy expert about the slow movement of market share, the importance of brand awareness, and why companies must balance brand and performance marketing for long-term success.

Mar 18, 2025•58 min•Season 1Ep. 90

Mastering Content IP and Strategic Marketing with Brendan Hufford, Founder of Growth Sprints

In this episode of The Loop, host Joe Mclaughlin sits down with Brendan Hufford, Founder of Growth Sprints, to discuss his unique approach to content strategy, naming problems instead of categories, and why "checkbox marketing" is holding companies back. Brendan shares insights on content IP, channel-agnostic marketing, and innovative tactics like the "immortal newsletter" and AI-powered audience analysis. Tune in for actionable strategies and fresh perspectives on how to create marketing that t...

Mar 04, 2025•42 min•Season 1Ep. 89

Optimising websites and implementing systematic website testing with Estelle Marasigan

In this episode of The Loop Podcast, host Amy sits down with Estelle, Cognism’s Web and Design Lead, to discuss all things website optimization. Estelle shares insights from her two and a half years at Cognism, diving into the various A/B tests, design tweaks, and SEO improvements that have driven measurable results.

Feb 18, 2025•39 min•Season 1Ep. 88

How we redefined our ICP with Evan Nelson, Cognism’s VP of Customer Experience

Cognism's VP of Marketing, Liam Bartholomew is joined by Evan Nelson, VP of Customer Experience to share their joined experience redefining Cognism's ICP during the CHASM project. Listen to find out how we implemented the CHASM project, the difference between true best-fit ICP and the mystifying ICP and how we’re investing in the highest impact areas.

Feb 07, 2025•46 min•Season 1Ep. 87

Expanding businesses in EMEA with Archita Fritz

Cognism's VP of Marketing, Liam Bartholomew speaks to EU expansion expert, Archita Fritz - spilling her insights on the importance of dedicated expansion plans. Playbooks from one region don't automatically work in another!

Nov 12, 2024•46 min•Season 1Ep. 82

Mastering Product Marketing with Josh Britton, VP of Product Marketing

Cognism's Demand Generation Content Manager Amy Collins chats to VP of Product Marketing Josh Britton about how Cognism's product marketing function has evolved with him leading the charge. They discuss the extensive research Josh has carried out to understand the state of play and the early successes Josh has achieved in his short tenure since joining Cognism.

Sep 17, 2024•39 min•Season 1Ep. 78

Fix Your Funnel with Cognism’s VP of Marketing, Liam Bartholomew and Marketing Operations Manager, Simon Heckhuis

If your team is struggling with lead quality, routing, funnel analysis, automation, grading models, lead qualification or just alignment between marketing and ops… then this is the episode for you. Liam and Simon explore the various optimisations and fixes they've made over the years to Cognism's funnel that has resulted in 70% year on year growth. If you want more information on how we achieved this, check out the Fix Your Funnel Resource Hub! https://www.cognism.com/fix-your-funnel...

Jun 11, 2024•37 min•Season 1Ep. 68
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