Cut through the noise with the B2B Performance Marketing Podcast - straight-talking insights from Louis Halton Davies & Maelien Halton at Web Marketer. Each short, punchy episode tackles real-world B2B advertising challenges, from rising CPLs and Google Ads changes to attribution chaos and CRM integration. Perfect for senior marketers looking to improve lead quality, scale results, and make sense of the data.
30. The AI Advantage – How to Prepare Your B2B Marketing for AI with Better Data and Strategy
AI is changing B2B marketing fast. But better prompts won’t save bad data or weak strategy.
In this episode, Louis and Maelien explore what marketers should focus on now to stay ahead as AI becomes more embedded in advertising platforms.
They discuss why robust conversion tracking is the foundation of effective AI, the shift from channel-level optimisation to systems thinking, how integrating data sources can unlock better insights, and why independent thinking remains a critical competitive advantage.
If you're preparing your marketing function for an AI-driven future, this episode offers a practical framework to help you focus on what matters most.⏱️
2 Jun 2026
29. Grazing vs Dabbling – The B2B PPC Management Framework That Stops Wasted Optimisation Time
Great ads management isn’t about doing more work. It’s about having the right system behind it.
In this episode, Louis and Maelien explore why operational frameworks are essential for consistent, high-quality performance marketing. They discuss the hidden cost of reactive account management, the difference between “dabbling” and “grazing” in ad accounts, and why the best frameworks create consistency without becoming rigid.
You'll learn how to separate baseline optimisation from bespoke strategic work, spot issues earlier, and build a process that makes every hour spent in your ad accounts more valuable.
19 May 2026
28. Don't Get Burned - B2B PPC Agency Red Flags Explained
Not all PPC agencies are created equal.
In this episode, we break down the biggest B2B ad agency red flags — from overpromising and fake expertise to poor tracking, hidden data, account ownership issues, and “set and forget” management.
You’ll learn what a healthy agency relationship should actually look like, how to spot warning signs before performance drops, and the questions to ask if something feels off.
⏱️ Chapters:
00:00 – Why some agency relationships quietly fail
01:15 – Overpromising and the “say yes to everything” problem
03:40 – Spotting fake expertise and testing agency credibility
04:50 – Ad account ownership and why it matters 06:00 – Reporting, conversion tracking, and hidden performance issues
07:20 – Techno babble, jargon, and unclear communication
08:20 – Complacency, constant handovers, and pricing red flags
11:20 – Budget pressure and when scaling ad spend makes sense
12:05 – What a healthy B2B agency relationship looks like
Who has been a guest on The B2B Performance Marketing Podcast
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Phil Treagus-Evans
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Abbie Poots
Podcast Authority Score: 33 / 100
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