B2B IN FLUX · PODCAST
B2B Marketing in Flux
- Few episode every 2 weeks
- 30-40 mins
- 6 episodes live
B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change.
The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations.
B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.
In this episode of B2B In Flux, Sindhu Srivastava, CEO of WeCrush AI and WeCrush Events, provides an executive’s perspective on the human reality of B2B buying. She challenges marketers to look past titles and personas to understand the real-world pressures facing CEOs.Key Takeaways
- The Power of Connection: Buying is a human exercise; trust and personal alignment are often the deciding factors when software features are comparable.
- A Shift from ”Point Solutions”: High-level stakeholders look for holistic, end-to-end solutions that solve broad business problems rather than siloed tools that create more work.
- The Role of AI: While useful for ”vibe coding” and small-scale automation, AI currently lacks the cutting-edge expertise required for high-impact, specialized strategies.
- Intentional Networking: Modern executives are moving away from standard online content in favor of ”In Real Life” (IRL) conferences, specialized communities like Substack, and curated, elevated experiences.
- Creating a ”Big Tent”: Marketers should align their products with a larger cause—such as efficiency or leadership—to attract ideal customers through shared values.
ABOUT THE SHOW
An accurate perspective on what drives B2B growth today.
For experienced B2B marketers and leaders who want clearer thinking and a less polished view of how buying decisions actually get made.
PRACTITIONER CONVERSATIONS
CEOs and CTOs with real-world experience.
Every guest works inside a B2B company making real decisions about how to grow. We ask what’s actually working, what they’ve abandoned, and what the next 12 months look like.
MONDERN PLAYBOOK
Buying broken. AI mediating. Pipeline opaque.
BUILT FOR THE COMMUTE
30–40 minutes. No filler.
ALL EPISODES
The full feed.
Click any episode to listen on Spotify. New episode every two weeks.
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