Episode 83: How to Say What You Actually Mean in Your Marketing with Heather Barnett

B2B doesn’t have to mean boring-to-boring. In this episode of the Marketing Dribble Podcast, hosts Rob Boyle and Jonny Kenyon chat with Heather Barnett, a freelance B2B copywriter with over 20 years’ experience — and zero tolerance for dull marketing. Heather dives into why so much B2B copy sounds like it was written for the guy in the Werther’s Original advert, how marketers fell into this beige trap, and what it really takes to stand out. From killing buzzwords like leverage and elevate, to crafting copy that actually earns attention, this episode is packed with honest, funny, and practical advice for anyone writing in B2B. We also get into: • How to make dry topics interesting (and even fun) • Heather’s creative process and where her best ideas come from • The right (and wrong) way to use AI in copywriting • What to look for when hiring a great copywriter • The one brand she’d love to get her hands on and the words she’d banish forever. Connect with Heather: linkedin.com/in/heatherebarnett

What does search really look like today and where is it heading? In this episode Rob and Jonny chat with Ashley Liddell from Deviation about how AI is reshaping SEO, why personalisation and conversation are now at the heart of search, and what brands should be thinking about over the next few years.  We dig into practical questions like how to build a modern search strategy in-house, what role user-generated content (UGC) and influencers should play, and how to navigate the messiness of attribution in a multi-channel world. Whether you’re leading marketing at a startup or evolving your strategy inside a bigger team, this episode is packed with smart, actionable insights for what’s next. Definitely one to listen to! How to connect: LinkedIn: linkedin.com/in/ashley-liddell-seo Website: wearedeviation.co.uk 

In this episode of the Marketing Dribble Podcast, Rob Boyle and Jonny Kenyon sit down with Emeric Ernoult, the co-founder and CEO of Agorapulse, a bootstrapped social media management platform that’s made big waves without a single penny of external funding. Emeric shares the real, unfiltered story of building a SaaS business from scratch, including the tough calls, sleepless nights, and the mindset needed to compete in a saturated market. From balancing visionary dreams with day-to-day operations, to learning from hiring missteps, he gets candid about the highs and lows of entrepreneurship. We dive into the importance of hiring right, leveraging social media authentically, and why review sites can make or break your brand. Emeric also opens up about what bootstrapping really teaches you and why resilience might just be the most underrated business skill. Whether you’re building your own business, navigating startup life, or just love a good founder story, this episode is packed with honest insights, practical advice, and a healthy dose of marketing wisdom.

Ever looked at a pricing page with no actual prices and thought, “Yep, this belongs in the bin”? Us too. In this episode of Marketing Dribble, Rob Boyle and Jonny Kenyon unleash their inner grumps and introduce Room 404 our cheeky spin on Room 101, where bad marketing ideas go to disappear forever. Alongside the brilliant Emma Davies and Ruta Sudmantaite from the podcast 'Blame it on Marketing' we take turns nominating our most cringe-inducing marketing pet hates. From CFOs trying to moonlight as CROs, to buzzwords that need a long nap, this episode is a brutally honest but hilarious therapy session for marketers everywhere. Bring your rage, leave with a laugh. Have a vent with us, and maybe even find a few things you'd like to chuck into Room 404 too. How to connect with Emma and Ruta https://www.linkedin.com/company/blame-it-on-marketing linkedin.com/in/emmadavies1989 linkedin.com/in/rutasudmantaite

In this episode, Rob & Jonny sit down with Valeriya Pilkevich, a trailblazer in AI integration for businesses of all sizes. From startups to Fortune 500s, Valeriya has helped organizations unlock the power of artificial intelligence and she’s here to share exactly how you can do the same. We dive into: The very first steps businesses should take when approaching AI How small and medium-sized enterprises can punch above their weight using smart AI tools Why identifying the right problems matters more than choosing the flashiest tech What AI agents actually are and how marketers can use them effectively The real differences in AI adoption between SMEs and large corporations When (and why) you might need a custom GPT How to future-proof your marketing strategy in an AI-first world Valeriya also shares her experience as a speaker and educator, highlighting the AI topics that are captivating business leaders right now. And for those feeling a bit left behind in the AI race, she offers a golden nugget of advice on where to start and how to stay current. Whether you're just curious or already exploring AI in your business, this episode is packed with practical insights you won't want to miss. Linkedin: linkedin.com/in/valeriya-pilkevich

In this episode of The Marketing Dribble Podcast, Rob Boyle and Jonny Kenyon sit down with legendary marketer Rand Fishkin known from the early days of the Moz Blog and now founder of SparkToro for a wide-ranging conversation on the current state and future of marketing. From the slow death of attribution to the evolving role of SEO, Rand brings clarity and candor to some of the industry's biggest shifts. He dives into why audience research matters more than ever, how marketers can stand out in a noisy digital world, and the underrated value of empathy. You’ll also hear Rand’s take on building high-performing marketing teams, how AI fits into the creative process, and the marketing sins he’d banish forever to the dreaded “404 Room.” Don't worry Rob explains to Rand what a 404 page is !!!!. Whether you're a seasoned marketer or just getting started, this episode delivers sharp insights with plenty of laughs and actionable takeaways (Including Jonny's time on a Jet Ski, and Rob's favourite Retro Game) Check out Rand below on LinkedIn linkedin.com/in/randfishkin https://sparktoro.com/

In this episode, we’re joined by Charley Brennand, the driving force behind PMCR (Performance Manchester) — the vibrant community for performance marketing professionals in the North. We catch up on what’s new since we last spoke, and dive into what it really takes to grow a movement like PMCR. From the behind-the-scenes struggles of running small meetups to the chaos (and reward) of organising large-scale events, Charley shares the highs, the lessons, and everything in between. We chat about the commitment it takes to build a community, why it’s worth it, and the real value people get from turning up, getting involved, and making these events happen. Charley also offers practical advice for anyone looking to follow a similar path — plus a shoutout to the brands, sponsors and people who make it all possible. If you’re into events, community-building, or performance marketing — or thinking of launching your own scene — this one’s for you. Plus checkout the Performance Manchester Event on the 25th June 2025. https://www.performancemcr.com/    

In this episode of the Marketing Dribble Podcast, hosts Rob Boyle and Jonny Kenyon welcome Jordan Stachini, founder of co&co — a no-fluff, ROI-driven marketing agency based in Manchester. Together, they dive into the real meaning of conversions, why ROI isn't just about sales, and the importance of aligning sales and marketing teams for long-term success. Jordan shares her insights on the critical role of strategy in marketing, how to manage stakeholder expectations, and the common mistakes businesses make when chasing conversions. The conversation explores how to measure the impact of marketing activities beyond direct revenue, how different channels like SEO and paid search require different approaches to conversion, and why balancing short-term wins with longer-term goals is crucial. They also discuss the full customer journey, the importance of post-sale follow-up, and practical ways to encourage repeat conversions. Packed with no-nonsense advice and actionable tips, this is a must-listen for anyone serious about making their marketing efforts truly count. Connect with Jordan: linkedin.com/in/jordanstachini

In this episode of the Marketing Dribble podcast, hosts Rob and Jonny welcome Dawn Little, a marketing content manager and podcast producer. Dawn shares her journey in podcasting, emphasising the importance of creating engaging and entertaining content, especially in the often dry field of HR. The conversation explores how to leverage mistakes for marketing success, the balance between entertainment and business value, and effective content strategies. Dawn also discusses guerrilla marketing tactics, community engagement, and the significance of planning seasonal content. The episode concludes with valuable advice for aspiring podcasters. Connect with Dawn Little: linkedin.com/in/dawn-little

In this episode of the Marketing Dribble Podcast, Jonny and Rob chat with PR consultant Saffron Sumner about her journey from marketing into PR. She breaks down the power of storytelling, strategic media placements, and how to get businesses to see the real value of PR. We dive into the balance between personal and professional branding, the realities of freelancing, and the common PR scams to watch out for. Saffron also shares practical advice for anyone thinking about going freelance, the essential tools every PR pro should have, and some clever pitching techniques that actually work. On top of that, she talks about her passion for charity work, the lessons she’s learned from self-employment—like building confidence and managing money—and where AI fits into the future of PR. If you're in marketing, PR, or just curious about the industry, this one’s packed with insights you won’t want to miss. Connect with Saffron linkedin.com/in/saffron-sumner