B2B Marketing Unlocked

About B2B Marketing Unlocked

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.

Publisher

Jony Mansilla

Category

business · business · business

Language

en

Explicit

No

First episode

25 Nov 2025

Latest episode

27 Jul 2026

Latest episodes

15 episodes in the feed.

1. 

   27 Jul 2026

   What Boards Really Expect From Marketing with Sham Sao

   Sham Sao did not start his career in marketing. After studying law and beginning his career as a management consultant at McKinsey, he worked with technology companies on growth strategy before transitioning into B2B marketing leadership. That unconventional path gave him a unique perspective on how marketing, sales, and executive leadership work together to drive company growth. In this episode of B2B Marketing Unlocked, Sham joins host Jony Mansilla to break down what boards really expect from marketing leaders. He shares why marketing should own more than just pipeline, how CMOs can earn credibility in the boardroom, and why strategic thinking is becoming just as important as campaign execution. Sham also explains what companies look for when hiring modern marketing leaders, how founder-led growth eventually reaches its limits, and why AI should amplify marketers instead of replacing them. What You'll Learn: How marketing leaders can earn credibility in the boardroom Why growth is a shared responsibility across marketing, sales, and customer success What companies look for when hiring modern CMOs How founder-led companies successfully scale beyond the founder Why AI should enhance marketing teams instead of simply reducing headcount Sham Sao is the CEO of Growth 11, where he advises B2B companies on growth strategy, executive hiring, and go-to-market leadership. With a background spanning management consulting, executive leadership, and B2B marketing, he helps organizations build stronger marketing teams, improve revenue performance, and scale through strategic growth. 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 https://jonystudios.com (https://jonystudios.com) Highlights: [00:00] Introduction to B2B Marketing Unlocked [00:32] Sham Sao's path from consulting to B2B marketing [02:37] What marketing leaders should bring to the boardroom [07:03] Who owns growth across a company [09:17] Hiring a modern CMO and building the right team [12:36] Growth Eleven's ideal B2B client [13:24] B2B vs. B2C marketing [16:15] Founder-led growth and scaling beyond the founder [20:15] What separates great marketers [22:57] Balancing brand investment and pipeline [28:19] Leadership: right people in the right roles [31:18] How marketers should use AI [35:06] AI, productivity, and team size [40:08] Career advice for B2B marketers [41:40] Closing remarks Episode Resources: • Sham Sao on LinkedIn (https://www.linkedin.com/in/shamsao/) • Growth 11 Website (https://growth11.com/) • Jony Mansilla on LinkedIn (https://www.linkedin.com/in/jony-mansilla/) • Jony Studios Website (https://www.jonystudios.com) Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked (https://www.speakpipe.com/B2BMarketingUnlocked). We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 (https://forms.gle/j4jKQwkuBzgatLQz5) Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

2. 

   30 Jun 2026

   How Great Marketing Builds Qualified Leads with Ricardo Rios

   Ricardo Rios built his marketing career on the B2C side, helping global consumer brands grow through customer acquisition and performance marketing. After more than a decade in growth marketing, he made the transition into B2B to apply those same principles to longer sales cycles, relationship driven buying, and enterprise growth. In this episode of B2B Marketing Unlocked, Ricardo joins host Jony Mansilla to explore how great marketing builds qualified leads instead of simply generating more traffic. He shares how Atlas Invest combines performance marketing with brand building, why AI is transforming every part of the marketing workflow, and how SEO, podcasts, and strategic partnerships are helping the company attract high intent prospects. Ricardo also explains why marketers should focus on lead quality over quantity, how creative testing drives stronger campaign performance, and why human judgment remains essential in an AI powered world. What You'll Learn: • Why qualified leads matter more than lead volume in B2B marketing • How AI is changing marketing workflows without replacing human judgment • Why SEO, AEO, and podcasts are becoming key B2B growth channels • How continuous creative testing improves advertising performance • Why trust and relationships remain the foundation of successful B2B marketing Ricardo Rios is the Head of Marketing and Growth at Atlas Invest, where he leads growth strategy across demand generation, brand, and customer acquisition. Atlas Invest is a commercial real estate lending platform specializing in bridge loans, connecting brokers, borrowers, and investors through a technology driven marketplace focused on speed, trust, and execution. 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 https://jonystudios.com (https://jonystudios.com) Highlights: • [00:00] Introduction to B2B Marketing Unlocked • [00:32] Ricardo Rios: Journey into B2B Marketing • [01:54] B2C vs B2B Marketing Dynamics • [04:13] Building Trust in B2B Relationships • [06:32] The Role of AI in Marketing • [09:21] Navigating AI's Impact on Jobs • [11:11] Finding the Balance: AI and Human Touch • [19:03] Identifying the Ideal Target Market • [20:54] Effective Strategies for Attracting Clients • [23:30] The Importance of SEO in B2B Marketing • [26:23] Tools and Software for Marketing Success • [27:47] Creative Testing and Ad Performance • [32:35] Challenges in a Niche Market • [39:12] The Value of Quality Leads Over Quantity • [41:51] The Future of Podcasting in B2B Marketing • [44:12] Quick Fire Round: Insights and Advice Episode Resources: • Ricardo Rios on LinkedIn (https://www.linkedin.com/in/rrioslecca/) • Atlas Invest Website (https://atlas-invest.co/) • Airtable • Jony Mansilla on LinkedIn (https://www.linkedin.com/in/jony-mansilla/) • Jony Studios Website (https://www.jonystudios.com) Got a question, idea, or marketing challenge you want unlocked on the show? Leave a voice message at B2B Marketing Unlocked (https://www.speakpipe.com/B2BMarketingUnlocked). We would love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 (https://forms.gle/j4jKQwkuBzgatLQz5) Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

3. 

   25 May 2026

   How Partner Marketing Wins Enterprise Deals with Tanguy Le Roux

   Host Jony Mansilla interviews Tanguy Le Roux, Head of Partner Marketing at HCL Software, about leveraging creative, relationship-driven partner marketing to win enterprise deals.

4. 

   20 Apr 2026

   How B2B Teams Turn Case Studies Into Pipeline with Christina Kyriazi

   Host Jony Mansilla interviews Christina Kyriazi, CMO at PhotoShelter, about transforming case studies into scalable B2B pipeline engines using data and AI.

5. 

   6 Apr 2026

   What Companies Want in Marketing Leaders with David Honig

   Host Jony Mansilla interviews executive recruiter David Honig about what companies seek in modern B2B marketing leaders, focusing on revenue accountability and essential tech skills.

6. 

   23 Mar 2026

   How AI Is Changing the B2B CMO Role with Ken Kundis

   Host Jony Mansilla interviews CEI Chief Marketing Officer Ken Kundis about how AI is transforming the B2B CMO role and driving company pivots.

7. 

   9 Mar 2026

   How to Win B2B Deals by Serving Not Selling with Rich Carter

   Host Jony Mansilla interviews Rich Carter, Chief Growth Officer at Albers Aerospace, about winning B2B deals through service, speed, and trust.

8. 

   23 Feb 2026

   How Revenue Marketing Speeds Up B2B Growth with Sonya Hansen

   Host Jony Mansilla interviews Sonya Hansen, VP of Revenue Marketing at FloQast, about how revenue marketing accelerates B2B growth by streamlining the buyer journey.

9. 

   26 Jan 2026

   Driving Pipeline in Modern B2B SaaS with Dyana Quinlivan

   Senior Director of Marketing Dyana Quinlivan and host Jony Mansilla discuss modern B2B SaaS pipeline generation strategies, including compliance messaging and SEO's enduring power.

10. 

    19 Jan 2026

    How Small Teams Win Enterprise Marketing with Briana Palma

    Host Jony Mansilla interviews Briana Palma, Head of Marketing at We Are Rosie, about how small teams effectively win enterprise marketing by focusing on brand, referrals, and strategic growth.

11. 

    6 Jan 2026

    Predictive B2B Marketing for Brand Growth with Tim Weinheimer

    Host Jony Mansilla interviews Tim Weinheimer, CMO at Hahn, exploring how predictive B2B marketing drives brand growth and pipeline through data and storytelling.

12. 

    15 Dec 2025

    How One Marketer Is Reframing B2B Storytelling with Tyler Dow

    Host Jony Mansilla interviews Tyler Dow, Head of Marketing at Kinetic Data, about reframing B2B storytelling and leveraging AI for effective marketing operations.

13. 

    8 Dec 2025

    How Demandbase Drives 90% of Pipeline with Kelly Hopping

    Kelly Hopping didn’t plan on a career in marketing. An unexpected reorg shifted her from product development into product marketing, and that twist set her on a path from B2C to leading B2B marketing at some of the world’s top tech companies. In this episode of B2B Marketing Unlocked, Kelly joins host Jony Mansilla to share how she became CMO at Demandbase, how her team drives 90-95% of company wide pipeline, and why events, authentic customer stories, and “performance branding” are at the heart of their strategy. She also breaks down what’s working now for enterprise pipeline, how they’re integrating AI into their workflows, and the career lessons she wishes more marketers learned earlier. What You’ll Learn: • How Kelly moved from engineering into a CMO role • How Demandbase structures marketing and SDRs to drive pipeline • What’s working now for brand awareness and enterprise demand • How Kelly balances brand-building with performance marketing • How Demandbase uses AI to improve efficiency and SDR productivity Kelly Hopping is the Chief Marketing Officer at Demandbase, where she leads the company’s brand, product marketing, growth programs, and sales development team. Her team drives most of Demandbase’s pipeline by combining account based strategy, smart use of AI, and tight sales-marketing alignment. Kelly brings experience across both B2C and B2B tech, with a focus on clear storytelling, practical demand generation, and developing strong marketing leaders. 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 jonystudios.com (https://jonystudios.com). Highlights: • [00:00] Introduction • [01:01] Kelly’s journey into B2B marketing • [02:59] Inside the Demandbase marketing team • [04:54] Target customers and decision-makers • [06:43] Authentic customer-led conversations • [08:52] Driving 90–95% of pipeline • [10:35] Events and webinars that perform • [12:46] Tracking event impact and data • [16:50] Balancing brand and performance • [18:49] Tools and workflows Demandbase relies on • [21:38] Integrating AI into marketing and sales • [24:56] Recent campaigns and ABM ecosystem plays • [27:34] Challenges in today’s marketing landscape • [30:52] Lessons from experiments and flagship events • [33:40] Career advice for future marketing leaders Episode Resources: • Kelly Hopping on LinkedIn (https://www.linkedin.com/in/kellyhopping/) • Demandbase Website (https://www.demandbase.com/) • Courageous Marketing (book (https://www.amazon.com/Courageous-Marketing-Marketers-Playbook-Success/dp/B0DZQLTW45) by Udi Ledergor (https://www.linkedin.com/in/udiledergor/)) • Jony Mansilla on LinkedIn (https://www.linkedin.com/in/jony-mansilla/) • Jony Studios Website (https://www.jonystudios.com/) Got a question, idea, or marketing challenge you want unlocked on the show? Leave us a voice message at B2B Marketing Unlocked (https://www.speakpipe.com/B2BMarketingUnlocked). We’d love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 (https://forms.gle/j4jKQwkuBzgatLQz5) Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

14. 

    1 Dec 2025

    From Logistics to B2B Marketing Director with Leticia Rodriguez

    Leticia Rodriguez started her career in import-export nearly 19 years ago, never expecting that hands-on work in transportation and supply chain would later strengthen her approach to marketing. Her operations background became a real advantage, helping her communicate value in a crowded logistics market. In this episode of B2B Marketing Unlocked, Leticia joins host Jony Mansilla to share how she moved from operations into marketing, built a lean team at The ILS Company, and shifted the company’s message from basic shipping to full supply-chain solutions. She also breaks down what’s working today, how her team supports sales on LinkedIn, and why listening to prospects matters more than ever. What You’ll Learn: • How operational experience can give marketers an edge • Why ILS shifted from transactional shipping to full supply chain value • What is working now for brand awareness and qualified pipeline • How her team empowers sales on LinkedIn with content • The importance of listening to prospects in real time to shape messaging Leticia Rodriguez is the Director of Marketing at The ILS Company, where she leads a lean team focused on brand awareness, lead generation, and sales support. With 19 years of experience in logistics and operations, she understands the full customer journey and knows how to communicate real pain points. Her background helps her position ILS’s supply-chain solutions across warehousing, transportation, VMI, and cross-border operations. 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 jonystudios.com (https://www.jonystudios.com). Highlights: • [00:00] Introduction • [01:02] Leticia’s career journey • [03:01] Inside the ILS marketing team • [04:03] Target customers and value messaging • [05:40] Communicating full supply chain solutions • [08:40] What is driving brand awareness today • [10:43] Supporting sales with LinkedIn content • [12:41] Tools and workflows the team relies on • [13:34] Market challenges in logistics • [15:05] Creative campaign that surprised the team • [16:36] Quick-fire insights • [19:14] Securing cross-team buy-in • [21:56] The importance of continuous learning • [22:58] Closing thoughts Episode Resources: • Leticia Rodriguez on LinkedIn (https://www.linkedin.com/in/lrodriguez4/) • The ILS Company Website (https://www.ilscompany.com) • Jony Mansilla on LinkedIn (https://linkedin.com/in/jony-mansilla) • Jony Studios Website (https://www.jonystudios.com/) Got a question, idea, or marketing challenge you want unlocked on the show? Leave us a voice message at B2B Marketing Unlocked (https://www.speakpipe.com/B2BMarketingUnlocked) We’d love your feedback. Take our 30-second listener questionnaire: https://forms.gle/j4jKQwkuBzgatLQz5 (https://forms.gle/j4jKQwkuBzgatLQz5) Your input helps shape future episodes and keeps the show focused on the marketing topics you care about most.

15. 

    25 Nov 2025

    Introducing B2B Marketing Unlocked

    Welcome to B2B Marketing Unlocked, the podcast that helps CEOs, business leaders, and marketing executives unlock brand growth. In each episode, I bring on industry experts to share their journeys, lessons learned, and the marketing secrets that drive results, while also sharing my own strategies along the way. I’m your host, Jony Mansilla, founder of Jony Studios, where we help businesses create profitable podcasts and content that drive growth. If you're ready to level up your marketing and grow your brand, hit subscribe. B2B Marketing Unlocked starts now.

Who has been a guest on B2B Marketing Unlocked

Names identified in recent episode analyses. Showing up to five guests.

• Tanguy Le Roux
• Christina Kyriazi
• David Honig
• Ken Kundis
• Rich Carter

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

1 ratings

Spotify

5.0 / 5

2 ratings

Contact B2B Marketing Unlocked

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.

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