B2B Inspired - The Podcast Helping B2B businesses thrive. Get ready to explore the ins and outs of B2B - unpacking emerging trends, fresh thinking, and real-world success stories from smart, good people right here in Aotearoa, New Zealand.
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Taking On Tomorrow Together

Helping B2B businesses thrive

Get ready to explore the ins and outs of B2B—unpacking emerging trends, fresh thinking, and real-world success stories from smart, good people right here in Aotearoa, New Zealand.

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Partnering For Export Success with Phillipa Cameron Thinking about exporting? In this episode of B2B Inspired, we talk with Phillipa Cameron, General Manager – Customer at New Zealand Trade and Enterprise (NZTE), about what it really takes to grow your business beyond New Zealand. Phillipa shares how NZTE works in partnership with Kiwi exporters to reduce risk, build capability, and unlock international opportunities. From deep market insights to on-the-ground support in over 40 countries, NZTE helps businesses tackle the complexity of export growth with the right tools, advice, and people. Partnering For Export Success with Phillipa Cameron
From Garage to Global: The Shot Darts Story What does it take for a small family business from Katikati to become the world’s third-largest dart manufacturer? In this episode, Peter McCormick, Managing Director of Shot Darts, shares the pivotal moments behind their global rise. From a bold rebrand sparked by a legal battle with Puma AG to building a brand grounded in authentic storytelling and Kiwi grit, Peter reveals what it means to scale with purpose. Hear how persistence—like calling on one customer for seven years—paid off, and how embracing their heritage shaped products that resonate worldwide. Peter also shares how community leagues and cultural design turned darts into a global lifestyle. For business owners exploring international growth, brand strategy, or succession, this episode is packed with insights grounded in real B2B experience. From Garage to Global: The Shot Darts Story
A Founder's Journey with Hadleigh Ford Going from superyachts to SaaS isn’t your typical founder story—but that’s exactly what makes this episode stand out. In this episode of B2B Inspired, Dale Koerner is joined by Hadleigh Ford, founder of SwipedOn, to explore the unexpected journey behind one of New Zealand’s B2B tech success stories. A Founder's Journey with Hadleigh Ford
FMCG Strategy That Sells with Jayden Kilpatrick Breaking into retail isn’t just about having a great product—it’s about having a strategy that delivers results. In this episode of B2B Inspired, Jayden Kilpatrick shares practical insights from his journey through New Zealand’s FMCG landscape, from supermarket floors to launching his own brand partner agency. He explains why many emerging brands struggle to scale: they focus on surface-level tactics instead of building a strategic foundation that aligns pricing, positioning, and consumer conversion. FMCG Strategy That Sells with Jayden Kilpatrick
Why A Plan Is Not A Strategy with PJ Morris This episode of B2B Inspired explores how marketers can elevate their impact by shifting focus from tactics to true business strategy. PJ Morris, Head of Customer Experience and Marketing at Fletcher Building Concrete Division, shares how marketers can become more effective by understanding the commercial model of their business. Drawing on her extensive experience in B2B, she unpacks the idea that strategy isn't a list of activities—it's about solving real business challenges with clarity and cohesion. Why A Plan Is Not A Strategy with PJ Morris
The 2025 B2B Sales Outlook What does the future of sales and marketing look like in New Zealand and beyond? Join us for an insightful conversation with Mike Stokes, the visionary founder of Indicator. Mike’s journey from small business ownership to becoming a key player in the sales industry offers a refreshing perspective on the often misunderstood field of sales. Uncover the unique challenges that New Zealanders face in a career path that many stumble into rather than choose. Through Mike's story, we challenge stereotypes and cultural perceptions, shining a light on the diverse skill set required for success in sales. The 2025 B2B Sales Outlook
Freeing Smart Minds From Tedious Work with Dave Howden Discover how AI is shaping the future of business in New Zealand with Dave Howden, CEO and co-founder of SupaHuman AI. In this insightful episode, Dave shares his journey from the UK to New Zealand and explains why he believes this environment is primed for AI’s transformative potential. We explore the powerful role of large language models and multimodal technology in reshaping business landscapes, highlighting why understanding an organisation’s core values and processes is crucial for AI integration. Businesses that embrace tailored AI solutions can enhance efficiency, drive growth, and stay ahead in the adoption curve. Freeing Smart Minds From Tedious Work with Dave Howden
Meet the Crew: John Hayler, Creative Design Ready to elevate your B2B design game? Join us on the latest episode of We Do B2B, BlueOcean’s podcast sharing inspiration and insights for the New Zealand marketing community. This week, we dive deep into the fascinating world of graphic design with creative powerhouse John Hayler. From the allure of gig posters and musical merchandise to navigating the intricacies of B2B branding, John shares insights on blending artistic flair with strategic intent. Meet the Crew: John Hayler, Creative Design
What Does it Take to Win? Lessons from Two Legends Uncover the Secrets of Award-Winning B2B Marketing! Tune in to the latest episode of We Do B2B as we chat with Bhavi Ogra and Julian Liew-Young from Fisher & Paykel Healthcare. Together, they unpack the strategic thinking and real-world tactics behind the Evora Full CPAP Face Mask launch, a campaign that not only revolutionised its market but also took home awards. What Does it Take to Win? Lessons from Two Legends
The anatomy of a good idea, and the cost of being dull Want to unlock next-level creativity in your marketing? Check out the latest episode of We Do B2B, where we sit down with Brett Colliver, Chief Creative Officer at Dentsu New Zealand. Brett unpacks the anatomy of a great idea and shares his powerful “nods and eyebrows” concept – a fresh way to evaluate whether your marketing ideas are truly hitting the mark. If you're a B2B marketer keen to break away from dull, forgettable campaigns, this episode is packed with practical insights to help you deliver more impactful and creative work. Brett also dives into the risks of playing it too safe in your marketing, and how avoiding the dreaded “beige tax” can make your budget go further. The anatomy of a good idea, and the cost of being dull
Turning Emotion Into Outsized Results In this episode of We Do B2B, we dive deep into the ever-evolving world of B2B marketing with none other than James Hurman — an innovation leader, best-selling author, and the co-founder of Tracksuit, which is rapidly changing the way the brand tracking is managed and monitored. For B2B marketing professionals in New Zealand and beyond, this conversation is packed with insights that can transform the way you think about creativity and effectiveness in your own strategies. Turning Emotion Into Outsized Results
The Art of the Customer Interview Join BlueOcean Senior Marketer, Freyja Spaven, on a thought-provoking and practical discussion about the B2B Marketer’s superpower, nailing customer interviews. Freyja reveals effective strategies for conducting powerful customer interviews that go beyond surface-level feedback. The Art of the Customer Interview
The Product Marketing Advantage What if mastering the deep knowledge of your product could be the key to elevating your sales team's performance and speeding up your sales cycle? In this first episode of season two the Blue Ocean B2B podcast, we chat with James Igglesden, a seasoned business owner and marketer, to explore the pivotal role of product marketers in B2B marketing. The Product Marketing Advantage
Actionable Insights from Tech Marketer of the Year, Nick Whitehead Ever wondered what it takes to be recognized as Tech Marketer of the Year? Join us on "We Do B2B" as we chat with Nick Whitehead, the acclaimed CMO of Serko. Nick generously shares his extensive journey through the SaaS industry, his strategic insights on Serko's dual market approach, and how his team’s innovative partnership with Booking.com for Business stands out. From his initial days at small startups to leading marketing initiatives in Fortune 500 companies, Nick's career offers a blueprint for balancing influence and agility in the tech world. Actionable Insights from Tech Marketer of the Year, Nick Whitehead
Launch Lessons from Lovina: The Importance of Customer Obsession What if the secret to transforming your marketing performance lies in a laser-focus on your customers' needs and experiences? This episode of #WeDoB2B delves into this crucial topic with Lovina McMurchy, COO and CPO of Kry10, as she shares her remarkable journey from South Auckland to global tech leadership. Launch Lessons from Lovina: The Importance of Customer Obsession
Mastering Jobs To Be Done For Global Growth Join us for Episode 23 of #WeDoB2B as we uncover the power of customer-centricity with Ross Howard, Chief Product Officer at Tradify. These are invaluable insights into the 'Jobs to be Done' framework and how it drives successful B2B marketing and product development. Ross delves into the challenges of growth, AI applications, sharing his journey from web design to leading Tradify in simplifying the lives of tradespeople. Mastering Jobs To Be Done For Global Growth
Putting Marketing in the Middle - Unlocking Growth with Lucy Mansfield This episode is packed with invaluable advice for B2B marketers eager to innovate and grow in today’s fast-paced landscape. Join us as we chat with Lucy Mansfield, VP of Growth at Lumin, and dive deep into the pivotal role of marketing in driving company success. Lucy explains how Lumin leverages product-led growth strategies through data-driven insights while fostering a culture of inclusivity and ambition within her team. Discover the transformative potential of AI in business and the importance of integrating emotional, psychological, and functional aspects into growth marketing. Putting Marketing in the Middle - Unlocking Growth with Lucy Mansfield
Measuring the Metrics that Matter: Global Lessons from the Coal Face with Carter Perez Unlock the secrets to aligning sales and marketing metrics with Carter Perez of Revenue Chemists. In this episode of We Do B2B, Carter shares his tried-and-true methodology from scaling SaaS companies, demonstrating how a unified approach to metrics can bridge traditional departmental divides. Discover how to track conversions from raw leads to closed sales and ensure your teams are working towards common goals, gaining actionable insights from an expert in scaling SaaS companies and demand generation planning. Measuring the Metrics that Matter: Global Lessons from the Coal Face with Carter Perez
The Strategic Importance of Singular Focus Episode 20 features Asantha Wijeyeratne, the entrepreneurial force behind PaySauce, as their team navigate the challenges and triumphs of innovating in New Zealand's payroll industry. This is a tale of sustainable growth, customer empathy, and leveraging third-party tools to elevate the client experience. We delve into the complexities of B2B marketing with Asantha and co-founder Troy Tarrant, who create simple, compliant payroll solutions for SMEs. The episode uncovers the importance of customer satisfaction and empathetic support for small business owners in a stress-filled environment. The Strategic Importance of Singular Focus
Customer Empathy; Unleashing The Marketer's Superpower How do we apply our 💥superpower of empathy💥 in the marketing mix? Pull up a chair and get comfortable for *Storytelling Time* as we join Korey Rubenstein, a 'pracademic' bridging academic theory with real-world B2B marketing practices. In this discussion, Korey, a University of Waikato lecturer and KiwiSaaS community director, emphasises the powerful mix of creativity and strategy that emerging marketers can offer. Discover how storytelling, from ancient times to the silent film era, shapes marketing narratives that captivate audiences, enhance memory retention, and influence decisions. Korey highlights the enduring power of storytelling in connecting with B2B customers, demonstrating that it's not just about the product but the compelling story behind it. Customer Empathy; Unleashing The Marketer's Superpower
From Presentation To Performance, Preparation Is Everything For B2B marketers, mastering public speaking is crucial. This episode features Michael Philpot, an expert in executive speaking, who teaches you how to unlock your inner storyteller and excel on the global stage. We delve into overcoming New Zealand's "tall poppy" syndrome in the tech industry through effective self-promotion. From Presentation To Performance, Preparation Is Everything
The Role of Humanity in the Rise of AI Join me, Dale Koerner, alongside the remarkable Tatyana Mamut, as we traverse the fascinating intersection of anthropology and AI, especially when it comes to the intricacies of B2B marketing. Tatyana's extraordinary transition from the halls of academia into the forefront of tech innovation sheds light on the essential understanding of human behavior that's vital for creating technologies that connect with users on a deeper level. Our conversation at Southern SaaS 2024 peels back the layers on how AI tools like ChatGPT are evolving but also touches on the need for domain-specific knowledge to address the "hallucination problems" that can arise when AI is left unanchored. The Role of Humanity in the Rise of AI
The Power of Marketing When the World Falls Apart This episode is a treasure trove of insight into the seamless synergy between marketing teams and supply chains during the height of the COVID-19 pandemic. We join Paige Wilkinson of Fonterra as she reveals how B2B marketing has been revolutionised in the post-pandemic landscape. Discover the ingenious adaptations that kept the wheels of B2B marketing turning, from virtual webcasts that replaced bustling trade show floors to the innovation in product development spurred by shifting consumer behaviours. Our engaging chat not only highlights the tactical pivots our teams made but also the collective energy that propelled us forward in a time of uncertainty. The Power of Marketing When the World Falls Apart
Understanding the Business of Business Events In this episode we explore the pioneering strategies that make Tāmaki Makaurau Auckland a magnetic destination for the world's thinkers and doers. We are thrilled to be joined by Ken Pereira, Head of Auckland Convention Bureau, who takes us behind the scenes of orchestrating gatherings that do more than just bring people together. From aligning city aspirations with event strategies to navigating the challenges of a pandemic-hit industry, this episode uncovers the meticulous planning and collaboration needed to generate a reported $100 million economic impact in 2023 alone. Understanding the Business of Business Events
Crafting the Kiwi Legend: The Power of New Zealand's Brand Story In this episode, we unlock the secrets behind New Zealand's global allure as David Downs, the mastermind CEO of the New Zealand Story Group, joins us for a riveting conversation. Witness the evolution of a country's image as we traverse from its enchanting natural beauty to the innovative spirit that fuels this country's B2B success overseas. In the company of David, we dissect the intricacies of what it means to be a Kiwi brand in today's competitive marketplace. Through a kaleidoscope of our core values - Manaaki, Kaitiakitanga, Pono, and Whānau - we reveal how these principles are interwoven into our entrepreneurial DNA. Crafting the Kiwi Legend: The Power of New Zealand's Brand Story
The Invisible Giants: Uncovering New Zealand's SaaS Success Stories Discover the secrets behind New Zealand's B2B SaaS industry's meteoric rise as we invite the insightful Bruce Jarvis of KiwiSaaS into the spotlight. Our conversation with Bruce peels back the layers of this high-growth sector, revealing the impressive revenue and employment statistics that mark New Zealand as a formidable player on the world stage. As we laugh over uniquely Kiwi holiday traditions, we uncover how these tech pioneers double their market presence and why their growth isn't just a trend, but a testament to their global potential. The Invisible Giants: Uncovering New Zealand's SaaS Success Stories
Harmonising B2B Sales and Marketing Embark on a transformative journey with us as we welcome the brilliant Sonja Webb of OfficeMax to "We Do B2B." Sonja, a maestro of revenue enablement, pulls back the curtain on how the alignment of sales and marketing departments can electrify your team's performance. Witness how, through the strategic implementation of Seismic, OfficeMax has created a symphony of synchronised efforts that not only bolster sales but also forge a dynamic customer experience. Harmonising B2B Sales and Marketing
Lessons From Our First Year of B2B Podcasting What a wild ride it’s been for this first year of podcasts! Starting in June, we’ve released 10 episodes, each diving into different aspects of the B2B landscape. We have been blown away by the calibre of our guests, and the willingness they had to share the gold nuggets they have picked up on their professional as well as personal journeys. Lessons From Our First Year of B2B Podcasting
Putting Some Buzz in your B2B, with Viv Conway Are you ready to shake up your perception of B2B marketing? This episode promises to do just that! Our discussion is led by the audacious Viv Conway, founder of the sex toy brand, Girls Get Off. Viv spoke with Dale on her mission to normalise female pleasure and how she's leveraging humour and relatability to break through taboos. Putting Some Buzz in your B2B, with Viv Conway
How Can We Drive Growth in the New Zealand Tech Sector? In this episode, we'll be chatting with Amanda Armstrong from Revenue Lab. Amanda is a seasoned pro in B2B Marketing and Sales, with a knack for generating repeatable, scalable revenue for tech companies How Can We Drive Growth in the New Zealand Tech Sector?
How to Get the Best Out of Your Agency - Sobia Mughal, (ex) Trade Me In this episode, Sobia Mughal, the B2B Marketing Manager at Trade Me, New Zealand's most influential ecommerce platform, and a valued member of the B2B marketing community, joins Dale Koerner to chat about agency-client relationships, and how to get them firing on all cylinders. If you're a B2B Marketer looking to put your best foot forward and kick things into high gear with your agency-client collaborations, you won't want to miss this. How to Get the Best Out of Your Agency - Sobia Mughal, (ex) Trade Me
Scaling B2B SaaS Startup with Brandon Palmer Brandon Palmer, the Head of Marketing at Hnry, joins host Dale Koerner to talk about his journey from solo marketer to running a full-fledged marketing department at one of New Zealand's most celebrated B2B SaaS/Fintech firms. If you're navigating the world of B2B or tech marketing, this conversation is a MUST-listen, serving up heaps of wisdom on handling the hurdles that come with growing budgets, growing teams and growing expectations. Scaling B2B SaaS Startup with Brandon Palmer
Byron Sharp, Mark Ritson, and a chat about Crustaceans In this episode of We Do B2B, Dale and Shannon explore the ongoing debate between differentiation and distinctiveness in the context of B2B marketing. They discuss how this debate has played out in the marketing world and what it means for businesses in Aotearoa, New Zealand. Dale argues that both differentiation and distinctiveness have their roles to play, and it's essential for B2B marketers to find the right balance between the two. Byron Sharp, Mark Ritson, and a chat about Crustaceans
How to Pitch a Brand Refresh with Shannon Bayliss If you’ve got a brand refresh on the B2B marketing roadmap, this episode with Dale Koerner and Shannon Bayliss is your go-to pit stop before you think about ripping that band aid. How to Pitch a Brand Refresh with Shannon Bayliss
Why the Fork Are We Doing a B2B Podcast with Louis Bolton In this episode, our host Dale Koerner and our producer Louis Bolton get to unpicking the world of B2B podcasting. No fancy jargon or stiff suits here - just a real conversation about why the heck we're doing a podcast. Why the Fork Are We Doing a B2B Podcast with Louis Bolton
Unclogging a Constipated B2B Sales Funnel with Lee Hunter Is your sales funnel constipated? In this episode, we're talking with Lee Hunter about the sales funnel and why it's essential for starting conversations with potential clients. We'll explore how marketing can help unclog the funnel, focusing on generating leads and making conversions. Get ready to explore alternative approaches, build trust, and scale your business for sweet success. Unclogging a Constipated B2B Sales Funnel with Lee Hunter
Trust – The Real Currency of B2B with Roland Leemans Get ready to redefine how you view trust in the B2B world. Together with our CEO and Co-Founder, Roland Leemans, we promise to guide you through understanding the enormity of trust and how it is not just an emotional virtue, but a key currency in the B2B context. Picture this: You've figured out how to cultivate trust within your organisation, but how do you extend that to your B2B buyer? This episode shares secrets to be a trusted advisor, using clarity, belonging & proof. Roland's tips on authentic leadership & psychology in marketing will be eye-opening. Trust – The Real Currency of B2B with Roland Leemans
Building Your B2B Commercial Confidence with Henrik Arlund In this episode of We Do B2B, host Dale Koerner welcomes Henrik Arlund, COO and Co-Founder of BlueOcean, to discuss alarming research from the B2B Institute. The data reveals a misalignment between businesses' objectives and their belief in marketing's contribution. Henrik emphasises the critical role marketing plays in business success and provides insights on how marketers can demonstrate their value. They also discuss the need for marketing’s involvement at the governance level. A compelling episode encouraging marketers to showcase their impact and secure a seat at the boardroom table. Building Your B2B Commercial Confidence with Henrik Arlund
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TEAM AWARDS

TVNZ NZ Marketing Excellence Awards
Excellence in B2B Marketing Strategy, finalist 2023

Interactive Media Awards
Best in Class for UX Design and Implementation, 4 times winner
Best in Class for UX Design and Implementation, 18 times finalist

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NOW'S GOOD

When you need fresh eyes

If the year ahead just promises more of the same, and you’re not sure what to do next: A pair of fresh eyes can help.

When you need to build trust

If the sales pipe is leaking faster than you can fill it: Building trust with prospects might be the answer.

When you need to accelerate growth

If an opportunity is yours for the taking, but you need extra bandwidth: Get a team ready to kick into action.

When you need creativity in your corner

If you need creative skills and execution to bring your brand or campaign to life: Put creativity in your corner.

When you need More Leads & Conversion

If you need to fill the sales pipe: Leverage our expertise in B2B lead campaigns.

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