B2B IN FLUX — PODCAST

I'd Love For You to Be a Guest on B2B in Flux: Value Creators

You see go-to-market succeed and fail across a whole portfolio at once. Hardly anyone else gets that view. Value Creators is a short series of conversations with operating and investing partners at PE and VC firms discussing what really drives B2B growth.

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Vintage broadcast microphone
30-minute conversation
Recorded remotely
Video and audio
Available on
No fee

THE PREMISE

What's it about?

Most advice on B2B growth comes from inside a single company, but in your position, you see the patterns across many of them.

In each episode we talk about what the best portfolio companies do differently, what they stop doing in order to succeed, and what owners now expect from marketing and go-to-market leaders.

The audience is experienced B2B marketing and growth leaders, including people running marketing in PE- and VC-backed businesses. They want the owner’s side of the table, explained plainly.
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Discover the Podcast

THE VIBE

See What It's Like

Here’s a short clip from a recent episode so you can see the vibe:
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"The marketing industry has become so focused on AI and on appearing within LLMs that I feel we've forgotten the humans within the companies we target. This series is a reminder."

John Wilkes, Co-Founder, Somebody Digital

THE PROCESS

Here's How It Works

1

Book a time

We book 45 minutes: about 30 minutes of conversation, with time before to say hello and after to wind down.

2

Get your questions in advance

I'll send them a few days before, shaped around your experience. There’s no prep needed beyond that.

3

Join in your browser

We record on StreamYard. There's nothing to download, you just click the link sent via email.

4

Have the conversation

Relaxed and practical, more a discussion over coffee than a panel or webinar.

5

We do the rest

Editing, production and publishing are on us, and we'll send you clips to share if you'd like them.

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THE QUESTIONS

The Question Themes

These are a guide to give you a sense of what we cover. I’ll tailor the final questions to your unique experience.

01

What value creation really involves.

The myth versus the reality of the role.

02

The first 100 days.

What you look at first in a new company’s go-to-market.

03

Patterns across the portfolio.

What the best companies do that the rest don’t.

04

What you expect from marketing leaders.

And what makes you lose confidence.

05

The numbers that matter.

What the board looks at versus what marketing reports.

06

AI in practice.

Where it’s genuinely changing go-to-market in your portfolio, and where it isn’t yet.

07

Build or bring in help.

When portfolio companies should do it themselves and when they should use partners.

08

Advice.

What you’d tell a marketing leader joining a PE- or VC-backed company tomorrow.
These are indicative — your actual questions will be personalised and sent to you before recording.
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BOOK YOUR SLOT

Ready? Pick a Time That Works

Choose a slot below. If you’d prefer a quick intro chat before committing, feel free to drop me a message on LinkedIn. .

FREQUENTLY ASKED

Common questions

Is there a fee?

No. Nobody pays to come on, and we don't pay guests. We do it because the conversations are worth having.

No. General patterns and lessons are what's useful. If you'd like to mention a company, that's your call, and nothing confidential is required for this.

Many guests do. Feel free to share this page with your comms or IR team; the question themes are all here.

We book 45 minutes. The conversation itself is about 30.

No, it's recorded and edited. You'll see the edit before it's published.

Spotify, YouTube, Apple Podcasts and Amazon Music, plus clips on LinkedIn. We'll link to you and your firm in the show notes.

B2B in Flux is hosted by John Wilkes, co-founder of Somebody Digital, a B2B marketing agency.

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