The Engine Room

In our latest podcast episode, we give listeners a practical guide to building B2B marketing strategies that actually drive results.

In this episode of The Engine Room, Christine Clancy and Laura Pearsall go back to basics, breaking down the five core principles that underpin high-performing B2B marketing.  From educating buyers and navigating long sales cycles to building relationships, brand and choosing the right channels, this episode explores what marketers need to get right before chasing tactics.  Grounded in real-world experience and campaign insights, this is a practical guide to building B2B marketing that actually drives results.   In this episode, we cover:  Why B2B marketing is different  The five fundamentals of B2B marketing  Education is paramount   Long sales cycles and multiple decision makers  Relationships drive sales  Brand and share of voice matter  Communication channels are critical  Campaign of the week  Our Campaign of the Week for this episode is Jenike and Johanson's campaign about their Selective Heat Ore Technology across Australian Bulk Handling Review and Australian Mining.  The campaign features:  Education-led content (technical, insight-driven articles)  Always-on presence (multi-month campaign across print and digital)  Integrated channels (print, enewsletters, website, social)  Culminating in a front cover feature to drive impact and brand visibility; as well as an EDM campaign that exceeding everyone's expectations!  Resources & links  Download the full Five Fundamentals whitepaper:  https://www.primecreative.com.au/the-five-fundamentals-of-b2b-marketing/  Jenike's front cover campaign in ABHR:   https://issuu.com/primecreativemedia-2016/docs/australian_bulk_handling_review_may_2026  The Dangers of Going Dark in Marketing:   https://www.primecreative.com.au/the-dangers-of-going-dark-in-marketing/  https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/when-the-going-gets-tough-the-tough-dont-skimp-on-their-ad-budgets/  https://www.kantar.com/north-america/inspiration/advertising-media/the-dark-side-of-media-going-dark-and-its-impact-on-brand-health   

In the first episode of The Engine Room, Christine Clancy and Laura Pearsall unpack insights from Prime Creative Media's latest reader survey, exploring how today's B2B buyers are researching, evaluating and making purchasing decisions. Drawing on responses from 856 decision-makers across nine industries, this episode dives into the key shifts shaping B2B marketing – from the growing importance of trust and credibility to the demand for proof-led content and multi-channel engagement. If you're responsible for marketing, sales or growth in a B2B environment, this episode will help you better understand what buyers really think – and what it takes to influence them. In this episode, we cover:  The state of B2B buying in 2026  Trust as the new currency  Buyers wanting proof over promotion  Multi-channel influence is critical  Consistency builds results  One-size-fits-all doesn't work  Campaign of the week  Our Campaign of the Week for this episode is from Bosch Professional Power Tools, highlighting their Electrical Testing Tools via The Tradie.  It's a great example of:  Case study-led content  Multi-channel amplification (print, video, digital, social)  "Create once, publish everywhere" in action  Featuring real users to build credibility and trust  Resources & links  Download the full reader survey report: https://www.primecreative.com.au/buyer-insights-from-b2b-decision-makers/  Bosch Professional Power Tools Electrical Testing Tools campaign video: https://www.tradiemagazine.com.au/tradie-tough-test-boschs-professional-electrical-meters-and-testers/