Why does B2B influencer marketing feel so chaotic right now? 🤔 LinkedIn reach is down, creators are charging enterprise prices, and everyone’s asking how to prove ROI without waiting nine months for a deal to close.

In this episode, we’re joined by Hector Forwood, co-founder & CEO of Flooencer, to demystify what’s working (and what’s broken) in B2B influencer marketing—how to pick the right creators, what to pay, and how to measure impact the C-suite will actually buy.

We get into:

✅ What’s changed on LinkedIn (why organic reach has dropped & what still works now: carousels/PDFs, mixed media, and long-tail impressions)
✅ Creator types—content creators vs. thought leaders—and when you need both
✅ Pricing sanity: flat fee vs. affiliate/rev-share, and avoiding the “three posts for £18k” trap
✅ Measuring ROI for PLG vs. enterprise (discount codes & clicks vs. engaged-persona tracking)
✅ Running technical campaigns that aren’t cringe (how to make deeply technical features land with data teams)
✅ Small-budget playbook: start with customers, employees & partners, then micro-creators off LinkedIn (TikTok/YouTube)
✅ The four pillars of advocacy (influencers, employees, partners, customers) and how to stack them
✅ Red flags to skip: AI “agents” that are just automations, bait resources, and vanity engagement
✅ A couple of painfully honest “don’t do this” stories to keep you out of trouble 😬

If you’re trying to make influencer work on a B2B budget—or trying to price your own content without getting fleeced—this one’s for you.

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing.

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.

Why does marketing feel… weird right now? 😵‍💫 Budgets are tight, algorithms won’t sit still, AI is everywhere, and juniors are somehow expected to be CMOs. So how are marketers actually coping—and still shipping great work?

In this episode, we’re joined by Dan & Alice, co-hosts of Work Is Weird Now, for a brutally honest chat about staying sane, creative, and effective when the ground keeps moving.

We get into:
✅ Boundaries > burnout: muting, blocking, and setting “rules for scrolling” so you can actually think
✅ “Certainty theatre” vs. test-and-learn: how to make the case for experiments when leadership wants guarantees
✅ The junior trap: why you still need senior thinking, horizon-scanning, and context (and what’s fair to expect from juniors)
✅ In-house, agency & community: finding the support system that keeps you sharp (and human)
✅ AI without the eye-roll: practical ways to use it without losing your voice—plus what new tools mean for real creativity
✅ Events, content, and the attribution mirage: measuring what matters when not everything can be measured
✅ Coping tactics that actually help: small wins, shipping momentum, and protecting your creative time

If your job currently requires equal parts strategy, creativity, and emotional resilience, this one’s for you. 🎧

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing.

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.

Why have so many leaders written off SEO as “dead”? 🤔 Whether it’s the rise of AI search, fears of fierce competition, or painstaking boardroom battles over budget, the rumour mill keeps churning. But if your ideal buyers still Google for solutions—or even ask ChatGPT—you can’t afford to ignore it.

In this episode, we’re joined by Sam Dunning, founder of Breaking B2B and host of the Breaking B2B podcast, to explain why SEO isn’t dying—it’s just evolving. Sam shares the unconventional, revenue-focused playbook that’s working today for B2B and SaaS marketers.

We get into:
✅ Why “SEO is dead” misses the mark for most B2B & SaaS businesses
✅ How to decide if SEO fits your ICP, runway & resources
✅ The two quick-win page types that can rank in 30–60 days
✅ Niches, “offer + industry” and “alt vs” pages: long-tail goldmines
✅ Why one-and-done SEO is a fantasy—and what a revenue-driven strategy looks like
✅ How to win stubborn C-suite buy-in (or quietly prove ROI yourself)
✅ Brand mentions, structured data & AI search: ranking on ChatGPT, Perplexity & more
✅ Crafting top-of-funnel “jobs-to-be-done” content that truly converts

If you’re tired of SEO obituaries—or you’ve been guilty of underinvesting in search—this one’s for you.