B2B Performance Marketing Podcast

AI is changing B2B marketing fast. But better prompts won’t save bad data or weak strategy. In this episode, Louis and Maelien explore what marketers should focus on now to stay ahead as AI becomes more embedded in advertising platforms. They discuss why robust conversion tracking is the foundation of effective AI, the shift from channel-level optimisation to systems thinking, how integrating data sources can unlock better insights, and why independent thinking remains a critical competitive advantage. If you're preparing your marketing function for an AI-driven future, this episode offers a practical framework to help you focus on what matters most.⏱️

Great ads management isn’t about doing more work. It’s about having the right system behind it. In this episode, Louis and Maelien explore why operational frameworks are essential for consistent, high-quality performance marketing. They discuss the hidden cost of reactive account management, the difference between “dabbling” and “grazing” in ad accounts, and why the best frameworks create consistency without becoming rigid. You'll learn how to separate baseline optimisation from bespoke strategic work, spot issues earlier, and build a process that makes every hour spent in your ad accounts more valuable.

Not all PPC agencies are created equal. In this episode, we break down the biggest B2B ad agency red flags — from overpromising and fake expertise to poor tracking, hidden data, account ownership issues, and “set and forget” management. You’ll learn what a healthy agency relationship should actually look like, how to spot warning signs before performance drops, and the questions to ask if something feels off. ⏱️ Chapters: 00:00 – Why some agency relationships quietly fail 01:15 – Overpromising and the “say yes to everything” problem 03:40 – Spotting fake expertise and testing agency credibility 04:50 – Ad account ownership and why it matters 06:00 – Reporting, conversion tracking, and hidden performance issues 07:20 – Techno babble, jargon, and unclear communication 08:20 – Complacency, constant handovers, and pricing red flags 11:20 – Budget pressure and when scaling ad spend makes sense 12:05 – What a healthy B2B agency relationship looks like

You can’t master everything in B2B marketing- so what actually deserves your time? In this episode, Louis and Maelien break down the core skill sets that drive real performance when you’re stretched thin. From technical setup to creative, analytics, commercial thinking, storytelling and CRO, they explore what to prioritise, what to outsource, and how to play to your strengths. If you’re juggling multiple hats, this gives you a clear framework to focus on what truly moves the needle.

It's 1 year since we launched the podcast so as a recap- here are the 5 lessons that actually moved the needle this year. From finding the right budget (and why spending less can cost you more) to using lead friction to improve quality, this episode distils the biggest performance marketing insights from the past 12 months. You’ll also rethink attribution entirely — and why chasing perfect data is a losing game. If you want clearer decisions, better leads, and more predictable pipeline, start here.

Google Ads suddenly stops working? Lead volume drops, costs spike, and performance tanks overnight. Here’s how to diagnose and fix it fast. Learn a clear framework to pinpoint whether the issue sits in your ad account, landing pages, tracking, or external factors- and what to do in each case. From reading CPC and conversion rate signals to reversing poor changes, fixing lead quality, and avoiding scaling mistakes, this episode gives you a practical playbook to get performance back on track.

Google Ads feels like a minefield, but most teams miss the two things that actually move performance. If you're spread too thin or unsure what to prioritise, this episode cuts it down to what matters: targeting real buyer intent and getting conversion tracking right. You’ll learn why exact match search gives you control, how to filter out wasted spend, and why poor tracking quietly drains budget every day. Fix these two areas, and your account becomes clearer, more efficient, and far easier to scale.

Manual reporting draining hours from your week? Here’s how to automate the boring bits so you can focus on decisions that actually improve performance.Louis and Maelien unpack the idea of data enablement in B2B performance marketing: why ad data needs commercial context, and why the real value isn’t in collecting data but interpreting it. They share the reporting problem that once cost their team hours every week, the Looker Studio limitation that broke their dashboards, and the automated spreadsheet system that ultimately saved 40+ hours per month.If reporting is eating your optimisation time, this episode shows how to fix it.

Lead attribution headaches? You're not alone. In this sharp Curveball Clinic edition, Louis and Maelien tackle three real-world questions marketers face when CRM data and ad platform reports don't align. You'll learn how to handle mismatched lead sources, why last quarter’s data keeps changing, and what “50 conversions” actually means when your CRM only shows 30 leads. Packed with clarity on attribution windows, data lag, call tracking, and signal quality- this episode helps you reframe attribution as a story, not a single source of truth.

Brand search: smart strategy or budget drain? If competitors are bidding on your name, ignoring branded keywords could cost you leads. In this episode, Louis and Maelien unpack when to use brand search in B2B paid media, how to defend your territory, and why attributing conversions to brand ads is trickier than it looks. Learn how to budget, exclude brand from Performance Max, and use Auction Insights to your advantage- all while keeping your CPA honest. Practical, no-nonsense guidance for paid search managers navigating the brand vs. performance debate.