In this episode of The Crowded Market, Ivana Heinen shares her controversial view that B2B marketing is failing due to excessive noise and a lack of clarity. She attributes this to the constant pressure for an online presence, impacting overall digital marketing effectiveness. This conversation offers valuable business tips for refining your b2b strategy and improving social media marketing efforts.

Ivana shares lessons from managing a €2M B2B marketing budget across eight countries and explains why clarity, positioning and executive branding now matter more than being “everywhere”.

If you’re a B2B marketer, CMO, founder or growth leader looking to improve B2B lead generation, strengthen brand positioning and generate a sustainable pipeline, this episode is for you.
We cover:

• Why most B2B marketing teams lack focus• Why chasing PR is hurting early-stage B2B companies• How to manage and structure a multi-country B2B marketing budget• When to outsource specialist marketing functions• Why personal brands outperform corporate brands in B2B• How executive profiling builds trust and authority• How to shape perception in your sector

⏱ CHAPTERS
00:00 Why B2B Marketing Is Failing
00:02 The Pressure to Be Everywhere in B2B
02:20 Why Focus Beats Volume in B2B Marketing
03:49 Choosing the Right Channel in B2B
05:36 Building Authority Through Events and Visibility
07:23 Sector Shaping and Long-Term Positioning
09:10 Managing a €2M B2B Marketing Budget
10:28 Launching Marketing in New Countries
12:25 Should B2B Teams Outsource Marketing?
13:58 What to Outsource in B2B Marketing
16:48 Why Corporate Marketing Feels Stale
18:00 Why Personal Brands Win in B2B
19:44 What Is Executive Profiling?
23:04 Why Early-Stage B2B Companies Should Avoid PR
25:26 Controlling Your Message Through Content
26:51 The Problem With Traditional PR

The Crowded Market is on a mission to help B2B marketers earn more money, generate better leads and stay ahead in an increasingly crowded market.

Subscribe for practical B2B marketing strategy, thought leadership insights and real-world lessons from experienced marketing leaders.

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