What does it take to build and scale a successful B2B brand? Join Jony Mansilla as he shares marketing strategies and interviews top CEOs, marketing executives, and business leaders to unlock the stories behind their growth, the lessons they’ve learned, and the marketing secrets that drive results. B2B Marketing Unlocked is your masterclass in demand generation, content strategy, and building a brand that stands out in a competitive market.
B2B Marketing Unlocked
Claim This Podcastby Jony Mansilla
13 episodes
Updated Daily
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Podcast Overview
What does it take to build and scale a successful B2B brand? Join Jony Mansilla as he shares marketing strategies and interviews top CEOs, marketing executives, and business leaders to unlock the stories behind their growth, the lessons they’ve learned, and the marketing secrets that drive results. B2B Marketing Unlocked is your masterclass in demand generation, content strategy, and building a brand that stands out in a competitive market.
Language
🇺🇲
Publishing Since
11/25/2025
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Recent Episodes
May 25, 2026
How Partner Marketing Wins Enterprise Deals with Tanguy Le Roux
<p>Tanguy Le Roux did not come from a traditional marketing background. After starting in banking and auditing, then moving into sales and partner management, he transitioned into partner marketing when relocating from France to the United States. That unconventional path helped shape a unique approach to B2B marketing built around creativity, relationships, and experience driven engagement.</p><p>In this episode of B2B Marketing Unlocked, Tanguy joins host Jony Mansilla to break down how partner marketing helps win enterprise deals at HCL Software. He shares how his team approaches niche face to face events, why creativity and customer experience matter more than ever, and how partner marketing requires balancing flexibility with scalable processes. Tanguy also explains how local relationship building outperforms broad campaigns in many enterprise environments, how he creates memorable event experiences without massive budgets, and why adaptability is becoming one of the most important skills in modern marketing.</p><p><strong>What You’ll Learn:</strong></p><p>• How partner marketing differs from traditional B2B marketing</p><p>• Why niche in person events can outperform large scale campaigns</p><p>• How creativity and experience design help brands stand out</p><p>• Why local relationship building matters in enterprise partner ecosystems</p><p>• How AI is changing marketing workflows and forcing teams to adapt faster</p><p>Tanguy Le Roux is the Head of Partner Marketing at HCL Software, where he works closely with global partners to build pipeline, strengthen relationships, and create localized marketing strategies across multiple product categories. HCL Software is an enterprise software company offering solutions across cybersecurity, collaboration, digital experience, operations, and more.</p><p>This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at <a href="https://jonystudios.com" rel="noopener noreferrer" target="_blank">https://jonystudios.com</a></p><p><strong>Highlights:</strong></p><p>• [00:00] Introduction</p><p>• [01:04] From sales to partner marketing</p><p>• [04:04] Building the partner marketing team</p><p>• [07:17] What HCL Software does</p><p>• [11:25] The power of niche events</p><p>• [15:00] Creative event experiences</p><p>• [19:38] Post event relationship building</p><p>• [27:44] Adapting to AI and biggest challenges</p><p>• [31:30] Resources, tools, and advice</p><p><strong>Episode Resources:</strong></p><p>• Tanguy Le Roux on <a href="https://www.linkedin.com/in/tanguy-le-roux/" rel="noopener noreferrer" target="_blank">LinkedIn</a></p><p>• HCLSoftware <a href="https://www.hcl-software.com/" rel="noopener noreferrer" target="_blank">Website</a></p><p>• Jony Mansilla on <a href="https://www.linkedin.com/in/jony-mansilla/" rel="noopener noreferrer" target="_blank">LinkedIn</a></p><p>• Jony Studios <a href="https://www.jonystudios.com" rel="noopener noreferrer" target="_blank">Website</a></p><p>Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at <a href="https://www.speakpipe.com/B2BMarketingUnlocked" rel="noopener noreferrer" target="_blank">B2B Marketing Unlocked</a>.</p><p>We would love your feedback. Take our 30-second listener questionnaire:</p><p><a href="https://forms.gle/j4jKQwkuBzgatLQz5" rel="noopener noreferrer" target="_blank">https://forms.gle/j4jKQwkuBzgatLQz5</a></p><p>Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.</p>
April 20, 2026
How B2B Teams Turn Case Studies Into Pipeline with Christina Kyriazi
<p>Christina Kyriazi didn’t set out to work in marketing. With a background in analytics and a focus on quantitative thinking, she found her way into B2B SaaS marketing through insights and strategy. That foundation shaped how she approaches modern marketing today, where data, experimentation, and measurable outcomes drive everything.</p><p>In this episode of B2B Marketing Unlocked, Christina joins host Jony Mansilla to break down how B2B teams can turn case studies into a scalable pipeline engine. She shares how PhotoShelter approaches multi-vertical marketing, why personalized content and segmentation matter, and how their team built a repeatable system to produce high-performing customer case studies at scale. Christina also explains how AI is transforming both strategy and execution, what it takes to hire AI-forward marketers, and how to balance increasing expectations with real outcomes in a fast-changing landscape.</p><p><strong>What You’ll Learn:</strong></p><p>• How to turn customer case studies into a consistent pipeline driver</p><p>• Why personalized content by vertical improves conversion rates</p><p>• How to build a repeatable system for generating case studies at scale</p><p>• How AI is transforming marketing strategy, execution, and hiring</p><p>• How to balance speed, quality, and expectations in modern marketing</p><p>Christina Kyriazi is the Chief Marketing Officer at PhotoShelter, where she leads marketing strategy across brand, demand generation, and customer engagement. PhotoShelter is a digital asset management platform that helps organizations store, organize, and distribute visual content while maximizing its impact and ROI.</p><p>This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at <a href="https://jonystudios.com" rel="noopener noreferrer" target="_blank">https://jonystudios.com</a></p><p>Highlights:</p><p>• [00:00] Introduction to B2B Marketing Unlocked</p><p>• [01:01] Christina Kyriazi’s journey into B2B marketing</p><p>• [02:52] Understanding PhotoShelter and its value proposition</p><p>• [04:39] Target audience and market segmentation</p><p>• [06:48] Marketing team structure and lead generation strategies</p><p>• [08:44] Leveraging AI in marketing workflows</p><p>• [11:35] Hiring for AI-forward marketing talent</p><p>• [12:59] Tech stack and tools for marketing success</p><p>• [13:52] Multi-tactic campaigns and customer engagement</p><p>• [16:42] Challenges in modern marketing</p><p>• [19:50] Setting expectations with leadership</p><p>• [21:44] Surprising lessons in customer engagement</p><p>• [25:30] Creating effective case studies</p><p>• [27:43] Quick fire round and final thoughts</p><p><strong>Episode Resources:</strong></p><p>• Christina Kyriazi on <a href="https://www.linkedin.com/in/christinakyriazi/" rel="noopener noreferrer" target="_blank">LinkedIn</a></p><p>• PhotoShelter <a href="https://www.photoshelter.com/" rel="noopener noreferrer" target="_blank">Website</a></p><p>• Jony Mansilla on <a href="https://www.linkedin.com/in/jony-mansilla/" rel="noopener noreferrer" target="_blank">LinkedIn</a></p><p>• Jony Studios <a href="https://www.jonystudios.com" rel="noopener noreferrer" target="_blank">Website</a></p><p>Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at <a href="https://www.speakpipe.com/B2BMarketingUnlocked" rel="noopener noreferrer" target="_blank">B2B Marketing Unlocked</a>.</p><p>We would love your feedback. Take our 30-second listener questionnaire:</p><p><a href="https://forms.gle/j4jKQwkuBzgatLQz5" rel="noopener noreferrer" target="_blank">https://forms.gle/j4jKQwkuBzgatLQz5</a></p><p>Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.</p>
April 6, 2026
What Companies Want in Marketing Leaders with David Honig
<p>David Honig didn’t start out in recruiting. With a background in marketing and agency work, he transitioned into executive search and built a career placing senior marketing leaders in high growth B2B companies. That perspective gives him a unique view into what companies actually look for when hiring marketing leadership today.</p><p>In this episode of B2B Marketing Unlocked, David joins host Jony Mansilla to break down what companies want in marketing leaders right now. He shares how the role has evolved from brand focused to revenue accountable, why AI and martech fluency are now baseline expectations, and how marketing leaders are being asked to operate more hands on than ever before. David also explains what separates top candidates from the rest, common hiring mistakes companies make, and why collaboration with sales is critical for long term success.</p><p><strong>What You’ll Learn:</strong></p><p>• How marketing leadership roles have evolved over the past few years</p><p>• Why companies prioritize revenue accountability over brand alone</p><p>• What hiring managers actually look for in senior marketing candidates</p><p>• How AI and martech skills are becoming essential for modern marketers</p><p>• The key traits that separate top marketing leaders from average ones</p><p>David Honig is an executive recruiter at Market Search, where he specializes in placing senior marketing leaders across B2B organizations. With a background in marketing and years of experience in executive search, he helps companies find leaders who can drive growth, build strong teams, and align marketing with revenue.</p><p>This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at <a href="https://jonystudios.com" rel="noopener noreferrer" target="_blank">https://jonystudios.com</a></p><p>Highlights:</p><p>• [00:00] Introduction to B2B Marketing Unlocked</p><p>• [00:57] The evolution of marketing roles</p><p>• [06:04] Recruitment insights for marketing leaders</p><p>• [12:10] Key qualities of successful marketing leaders</p><p>• [17:57] The importance of collaboration in marketing</p><p>• [24:07] Trends and challenges in marketing leadership</p><p><strong>Episode Resources:</strong></p><p>• David Honig on <a href="https://www.linkedin.com/in/davidhonig/" rel="noopener noreferrer" target="_blank">LinkedIn</a></p><p>• MarketSearch <a href="https://marketsearchrecruiting.com/" rel="noopener noreferrer" target="_blank">Website</a></p><p>• Jony Mansilla on <a href="https://www.linkedin.com/in/jony-mansilla/" rel="noopener noreferrer" target="_blank">LinkedIn</a></p><p>• Jony Studios <a href="https://www.jonystudios.com" rel="noopener noreferrer" target="_blank">Website</a></p><p>Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at <a href="https://www.speakpipe.com/B2BMarketingUnlocked" rel="noopener noreferrer" target="_blank">B2B Marketing Unlocked</a>.</p><p>We would love your feedback. Take our 30-second listener questionnaire:</p><p><a href="https://forms.gle/j4jKQwkuBzgatLQz5" rel="noopener noreferrer" target="_blank">https://forms.gle/j4jKQwkuBzgatLQz5</a></p><p>Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.</p>
13 total episodes available
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