B2B Marketing in Flux
Industry insights from your target audience
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.
n 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
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.
The Experts
John Wilkes and Cristiano Winckler are industry-leading experts in B2B marketing. Between collecting over 25 accolades over the past two years and speaking at global events like Brighton SEO and HeroConf, in their spare time, share their knowledge and interview B2B leaders on the B2B In Flux podcast.
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.
n 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.
All Episodes
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