XTech, curated and produced by Fox Agency. Listen in as host and technology expert Debbie Forster MBE is joined by some of the sharpest minds in their fields, who gather to explore the latest tech industry breakthroughs.
Tune in to a podcast full of inspiration and insight into the trends shaping our world.
Making B2B brands easier to understand, remember and choose with Jillian Hart
“Strategy plays an important role in making brave creative feel less like taking a leap of faith.”
Jillian Hart, US Strategy Director at Fox Agency, believes the best B2B marketing starts long before the creative starts flowing. That means understanding the audience, defining the story, and giving every channel a clear role to play.
In this episode of XTech XTRA, Jillian joins Debbie Forster MBE to explore why strategy should be the connective tissue for everything that follows. They discuss how fragmented campaigns create fragmented buyer experiences, why the traditional funnel can give marketers a false sense of order, and what it takes to make complex B2B buying easier from every angle.
The episode also digs into memorability, originality, and the growing challenge of standing out as AI makes it easier than ever to create more content. For Jillian, the answer lies in finding the one thing you want people to remember, then building everything else around it.
Listen now to discover why great strategy should always be step one.
9 Sept 2026
AI can create content. Can it create trust? With Laz Shwan
"You start with the result, not the promise."
Laz Shwan, Global Marketing and Communications Manager at Alfa Laval, knows that getting attention is only part of the job. The real challenge is earning enough trust for people to remember you.
In this episode of the XTech Podcast, Laz joins Debbie Forster MBE for a conversation about what it takes to build connections and authority. They explore the pressure to capture attention in an increasingly crowded digital environment, and why the content that shapes a buying decision may have been created months before the buyer ever starts looking.
AI is an inevitable part of that picture. Laz talks candidly about where she uses it, where she doesn't, and why the distinction comes down to what you're asking the content to do. A video that reached 1.4 million organic views becomes a useful example of why successful content can't simply be turned into a formula.
Listen now to discover what happens when AI meets the human side of marketing.
12 Aug 2026
Connecting the dots in automotive intelligence with Arnon Shafir
"AI proposes while the engineer disposes."
Arnon Shafir, Vice President Automotive Data Intelligence and AI at Upstream, has spent his career building and scaling technology companies, from start-ups to global organisations. His focus today is on helping the automotive industry turn connected vehicle data into meaningful intelligence.
In this episode of the XTech Podcast, Arnon joins Debbie Forster MBE to explore how AI is changing the way automotive teams understand quality, investigate issues and make decisions. From the challenge of stitching together vast amounts of vehicle data to the rise of live digital twins, they unpack what it takes to move from experimentation to real-world impact.
Arnon shares why the future of automotive isn’t about replacing engineers, but giving them better tools to uncover patterns, investigate faster and solve problems before they escalate.
Tune in to discover how automotive leaders are building smarter systems for an increasingly connected world.
Podcast Authority Score: 18 / 100
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