If you only had 15% of your week for performance marketing, what would you focus on?
For most in-house B2B marketers that's not hypothetical. It's Tuesday.
EP027 is Maelie and Louis running through the skills that actually compound versus the ones you're better off outsourcing. No framework, just an honest conversation from two people who do this every day.
Out now on all platforms. Link in bio.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #b2bpodcast #marketingcareer
Two types of storytelling. Most marketers only think about one of them.
This clip from episode 27 covers the one that actually applies to everyone.
Link in bio.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #b2bpodcast #contentmarketing
Storytelling sounds soft. It's not.
In B2B advertising, it's one of the clearest performance edges you can have.
This clip is from EP027.
EP027 is out now. Link in bio.
#b2bperformancemarketingpodcast #b2bmarketing #b2bpodcast #contentmarketing #storytelling
Getting 100 leads to produce one sales-qualified lead is a volume problem. Not a performance win.
The sales team has to call through every one.
Commercial understanding shifts the question from "how many leads" to "which leads."
Smaller numbers. Better pipeline. A sales team that actually trusts marketing.
#b2bperformancemarketingpodcast #b2bmarketing #leadgeneration #b2bpodcast #salesmarketing
Loads of leads. Business not growing.
That gap is almost always a commercial understanding problem.
This clip from episode 27 explains why Maelie and Louis both see it as non-negotiable for performance marketers.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #b2bpodcast #leadgeneration
Creative or analytical. You're probably one or the other.
Trying to be both equally means you could be stunting your growth in the area you're strongest at.
Pick your camp. Lean in.
If you're creative: that's now a moat against AI. Real creative ability stands above the average output that every brand with a prompt is getting.
If you're analytical: you can paint a useful and insightful picture of how things are working and what to do next with data and context.
Don't waste time by spreading yourself too thin.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #contentcreation #b2bpodcast
Most B2B marketers aren't under-skilled.
They're trying to do too many jobs at once.
New episode: Maelie and Louis break down which skills actually compound in performance marketing, and which ones you're better off handing to someone else.
👉 Link in bio.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #marketingcareer #b2bpodcast
Most B2B marketers aren't under-skilled.
They're overstretched.
When most of your week goes to internal requests and sales support, performance marketing gets whatever's left.
There are two types of skills worth knowing about:
The ones you use once. GTM, tracking and automation builds. Valuable. But once done, done.
The ones you return to constantly. Campaign structure, creative, data, CRO. These compound.
If your time is limited, that distinction matters more than anything else.
Pick your weapons and go deep.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #marketingstrategy #b2bpodcast
Louis loves GTM but wouldn't spend 15% of his time on it if he was an in-house marketer.
That's what honest prioritisation looks like.
EP027 is out on Wednesday. Link in bio for more episodes.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #googletagmanager #b2bpodcast
The dashboard is green. The pipeline isn't moving.
Form completions, CPL, volume, all easy to count, all easy to report. None of them tells you whether sales has anyone worth calling.
The metric isn't the problem. Letting it replace the commercial question is.
Is this generating pipeline we can close? That's the only number that matters.
#b2bperformancemarketingpodcast #b2bmarketing #performancemarketing #paidmedia
High volume, low-quality leads? Check the format before you touch the targeting.
Lead ads pre-populate everything. One tap submits. No effort, no intent required.
Landing pages make people work slightly harder. That's the filter.
Maelien on why format choice matters more than most people think. Anniversary episode.
Link in bio.
#b2bperformancemarketingpodcast #metaads #b2bmarketing #leadgeneration
Spend too little: high cost per lead.
Spend too much: high cost per lead.
There's a valley in the middle. Maelien walks through exactly where it is and why most businesses miss it.
From our anniversary episode, link in bio.
#b2bperformancemarketingpodcast #googleads #b2bmarketing #paidmedia
