Where can I listen to this podcast?

This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.

Does this podcast accept guests?

Yes, this podcast regularly features guests.

B2B in Flux

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by Somebody Digital

6 episodes

Updated Daily

Accepts GuestsHas Sponsors

Podcast Overview

B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change. The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations. B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.

Language

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Publishing Since

12/18/2025

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Recent Episodes

April 10, 2026

6. Sindhu Srivastava: CEO #3 | B2B Buying Decisions Really Get Made

In this episode of B2B In Flux, Sindhu Srivastava, CEO of WeCrush AI and WeCrush Events, provides an executive’s perspective on the human reality of B2B buying. She challenges marketers to look past titles and personas to understand the real-world pressures facing CEOs.Key Takeaways<ul><li>The Power of Connection: Buying is a human exercise; trust and personal alignment are often the deciding factors when software features are comparable.</li><li>A Shift from "Point Solutions": High-level stakeholders look for holistic, end-to-end solutions that solve broad business problems rather than siloed tools that create more work.</li><li>The Role of AI: While useful for "vibe coding" and small-scale automation, AI currently lacks the cutting-edge expertise required for high-impact, specialized strategies.</li><li>Intentional Networking: Modern executives are moving away from standard online content in favor of "In Real Life" (IRL) conferences, specialized communities like Substack, and curated, elevated experiences.</li><li>Creating a "Big Tent": Marketers should align their products with a larger cause—such as efficiency or leadership—to attract ideal customers through shared values.</li></ul>

March 23, 2026

5. Kai Waehner: CTO #3 | How B2B Buying Decisions Really Get Made

This episode of B2B In Flux features a conversation with Kai Waehner, a global Field CTO at Confluent, exploring the realities of the B2B buying process and how marketers can effectively reach technical decision-makers.Kai and host John Wilkes cover topics that include:1. The Shift to Bottom-Up Buying: Technology adoption often starts with individual users (bottom-up) rather than executive mandates (top-down), frequently leading to "shadow IT" that executives eventually need to strategize around.Targeting Beyond the C-Suite: While many marketers aim for the C-level, the most impactful research and evaluation often happen one or two levels below, such as with Heads of Architecture, Integration, or Analytics.2. Effective Content Strategies: Successful content should lead with industry-specific customer stories and business value rather than deep technical demos or generic marketing claims.The Role of AI in Research: AI agents and large language models (LLMs) are becoming complementary research tools for buyers, though human-led trust and verified customer proof points remain essential. 3. The Importance of Trust and Compliance: For large enterprises, technical evaluation is less about a "feature battle" and more about a vendor's ability to execute securely within complex regulatory environments like GDPR.4. High-Value Networking: Small, high-quality industry roundtables where executives can discuss shared problems and competitor case studies are often more effective than mass-market lead generation.Kai Waehner is a global Field CTO, author, and frequent speaker who interacts with hundreds of enterprise customers annually to understand how technology fits into their broader architectures. He maintains a private blog with significant monthly readership and is active on LinkedIn and X.

January 27, 2026

4. Kris Bondi: CEO #2 | How B2B Buying Decisions Really Get Made

Welcome to the B2B in Flux podcast, where we dig into how marketing, sales, and buyers connect in today's B2B world, exploring what's working, what's broken, and what's evolving. This podcast is for marketers who want to understand the people and customers they are really selling to. In this episode, we have a conversation with a real person on the buying committee. The guest is Kris Bondi, a CEO who has been involved in multiple technology and software negotiations. The discussion is practical, focusing on what buying looks like from a CEO's perspective and what vendors get right and wrong when trying to win over stakeholders in that position.

6 total episodes available

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Frequently asked questions

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What is B2B in Flux?: B2B in Flux is a podcast from the team at Somebody Digital, an award-winning global agency, exploring how modern B2B growth really works in an era shaped by AI, fragmentation, and constant change.

The show looks at how B2B companies create and execute strategy, how marketing and growth teams operate across complex systems, and how decisions are actually made and influenced inside organisations. B2B in Flux is for experienced B2B marketers and leaders who want clearer thinking and a more honest view of what drives growth today.
How often does this podcast release new episodes?: This podcast updates daily.
Where can I listen to this podcast?: This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
Does this podcast accept guests?: Yes, this podcast regularly features guests.

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