Episode 19: B2B Marketing: Why It’s Harder, Smarter & Far Less Boring Than You Think

B2B finally gets its moment in the spotlight. In this episode, co-hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) dive into the misunderstood, often underestimated world of B2B marketing—where long sales cycles, buying committees, and high-stakes decisions make the work both exhilarating and brutal. From the politics behind procurement to the power of brand trust built years before a shortlist is even written, Steph and Ben unpack what really drives decisions in the boardroom. No jargon, no fluff—just the reality of modern B2B marketing that every marketer needs to understand.WHAT YOU’LL LEARN IN THIS EPISODEWhy B2B is not “B2C but boring” Longer cycles, higher stakes, more buyers—and why creativity still matters.How buying committees actually work The difference between economic, technical, user, IT and procurement buyers—and why one contact is never enough.The B2B buyer journey (hint: it’s very non-linear) From problem realisation to risk mitigation—and how to show up early.Account-Based Marketing (ABM) explained properly What it is, how it aligns with sales, and why relevance beats reach every time.The role of trust in B2B decision-making Why employees feel their career is on the line—and how testimonials, content and brand familiarity reduce perceived risk.If you loved this episode, share it with a fellow marketer who still thinks B2B is boring. And make sure you're subscribed—next week, we jump into the wild world of brand collaborations and how pairing up can make (or break) a brand. RESOURCES MENTIONEDMarketing Association NZ – Top Talent Program https://marketing.org.nzDB Export Ultra Ice Collab Campaign https://www.db.co.nzIKEA New Zealand Pop-Ups https://www.ikea.co.nzHostsBen van Rooy – Human Digital https://www.linkedin.com/in/benvanrooy/Stephanie Quantrill – Cue Marketing https://www.linkedin.com/in/stephanie-quantrill/Names Mentioned in EpisodeAndrew Hughes – Global Head of SEM, Xero https://www.linkedin.com/in/andrew-hughes-992ba127/Di Liu – Marketing Association Top Talent InternJohn Miles – Marketing Association https://www.linkedin.com/in/johnmilesnz/EXPLORE MORE FROM CANNEDCanned the Marketing Podcast Website https://www.cannedmarketing.comwww.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin