The pace of change in business has never been faster. AI is reshaping entire industries, macroeconomic pressure is intensifying, and organisations that aren't experimenting now will start to feel it in six, twelve, eighteen months' time.

In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Pavneet Syan, Marketing Director at Capita's AI organisation, to explore what it really takes to lead transformation inside large, established businesses. From navigating resistance to building a human-first change strategy, Pavneet shares the practical thinking behind making change stick at pace.

What You'll Learn in This Episode:

✔️ Why AI acceleration and macroeconomic pressure are compounding forces, not separate challenges

✔️ Why a human-first approach is the foundation of effective change leadership

✔️ How to communicate an AI-first vision to stakeholders at every level of knowledge

✔️ What it means in practice to become an AI-first BPO and how Capita is doing it

✔️ Why change is never "done" and how to build for longevity while moving at pace

✔️ How to build a knowledge base that doesn't walk out the door when people leave

Whether you're a marketing leader navigating a transformation project, or a business leader trying to understand why change feels so hard to embed, this episode is essential listening.

Connect with Pavneet: linkedin.com/in/pavneet-syan

About the Host:

Karen Lloyd is the host of Spotlight On B2B Marketign and Managing Director of Armstrong Lloyd, a specialist sales and markting headhunting firm. To discuss your hiring needs of the current market, contact Karen at karen@armstronglloyd.co.uk

Connect on LinkedIn: linkedin.com/in/lloydkaren/

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

Want to know more?
Discover more at armstronglloyd.co.uk

Most B2B brands are trying to look professional on social media. But in doing so, many are becoming invisible.

In this episode, host Karen Lloyd is joined by Xandrina Allday, social media strategist and founder of Allday Marketing, to explore why social media is one of the most underutilised commercial drivers in B2B, and what it actually takes to make it work.

From platform selection and the LinkedIn algorithm update, to cold DM strategy and employee-generated content, Xandrina shares a practical, no-nonsense playbook for B2B brands who are ready to stop playing it safe.

What You'll Learn in This Episode:
✔️ Why corporate tone is costing B2B brands trust, engagement and pipeline
✔️ How to align your social media activity with real business goals, not vanity metrics
✔️ The process for choosing the right platforms based on your ICP
✔️ Why Instagram can be a powerful lead generation tool for B2B and how to use it
✔️ The ManyChat comment-to-DM tactic that converts social followers into email leads
✔️ What LinkedIn's 360 Brew algorithm update means for your content and profile
✔️ How to build a cold DM strategy that actually gets responses

And in B2B, where trust, relationships, and credibility matter most - that human layer isn't optional.

Connect with Xandrina Allday:
LinkedIn: linkedin.com/in/socialmediatips/
Website: alldaymarketing.co.uk

About the Host:
Karen Lloyd is the host of Spotlight on B2B Marketing and Managing Director of Armstrong Lloyd, a specialist sales and marketing headhunting firm. To discuss your hiring needs or the current market, contact Karen at karen@armstrongloyd.co.uk

Connect on LinkedIn: linkedin.com/in/lloydkaren/

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

Want to know more?
Discover more at armstronglloyd.co.uk

Many growing businesses reach a tipping point where ad hoc campaigns and word of mouth simply are not enough. But knowing when and how to make that first senior marketing hire is harder than it sounds.

In this episode of Spotlight on B2B Marketing, host Karen Lloyd is joined by Joe Walker, Head of Global Marketing, and Victoria Wilson, HR Director at Panorama Antennas, to explore what really happens when a business brings in its first true marketing leader. From recognising the triggers for the hire to transforming a fragmented, sales-driven function into a strategic growth engine, Joe and Victoria offer a candid and practical first-hand account of the journey.

From calibrating the right level of hire to building a data-driven, full-funnel marketing function, this episode is packed with actionable insights for founders, business leaders, and marketing professionals alike.

What You'll Learn in This Episode:
✔️ How to identify the right moment to hire your first senior marketing leader
✔️ The key criteria for finding someone who can balance strategy with hands-on execution
✔️ What changes when marketing shifts from a support function to a strategic partner
✔️ Why emotional intelligence and cultural fit matter as much as technical skill
✔️ How a new marketing leader should approach their first weeks, listening before acting
✔️ The power of HR and marketing collaborating on employer branding
✔️ What the Great Place to Work accreditation is and why it drives commercial value

Whether you are a founder considering your first senior marketing hire, an HR leader navigating the process, or a marketing professional stepping into a new organisation for the first time, this episode will give you a practical framework and the confidence to get it right.

Connect on LinkedIn with:

Joe: https: linkedin.com/in/joewalker

Victoria: linkedin.com/in/victoria-wilson

Karen: linkedin.com/in/lloydkaren/

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

Want to know more?
Discover more at armstronglloyd.co.uk