The B2B Performance Marketing Podcast
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.
Episodes
Your website looks great, your product is solid - but conversions still aren’t landing. Why? It’s often down to a weak marketing promise.
In this punchy episode, Louis and Maelien reveal why copying category leaders is risky and why vague or generic messaging kills performance. You’ll get a practical, 3-step method to craft, test and validate a sharper marketing promise, one that resonates with the right audience and drives results...
Drowning in dashboards but still unsure what your ad data’s telling you? This episode shows you how to turn reporting noise into performance insight.
Louis and Maelien unpack the “Diagnose, Decide, Demonstrate” framework - helping you ask better questions and get answers that drive action.
Learn how to transform raw metrics into clear decisions, get ahead of issues with weekly pulse reports, and align your ads with the real commerc...
Creative isn't the new targeting - it always was.
In this episode of the B2B Performance Marketing Podcast, Louis and Maelien dig into why platform automation doesn't replace strategy, and how strong creative can make or break your results. With real-world stories - from office dogs skewing lead quality to surprising insights in recruitment and automotive campaigns, they unpack how messaging shapes not just performance but the type...
Most B2B landing pages fail because they’re built like brochures, not conversion machines. In this episode, Louis and Maelien share a practical B2B landing page strategy - including how to build landing pages for B2B that actually convert.
They cover B2B landing page best practices, explain why your homepage is hurting performance, and share specific landing page tips for Google Ads.
You’ll learn how to improve landing page conversi...
Why we need to ditch the ‘single source of truth’ for leads in B2B Marketing.
Your CRM says 40 leads. Your Ads say 50. Who’s lying?
Is it both of them? Is it neither?
In this episode, Louis and Maelien unpack why B2B attribution rarely adds up - and why chasing a “single source of truth” can lead you astray.
They unpack the difference between direct vs influenced conversions, how CRM and ad platforms measure success differently, and w...
Your cost per lead hasn’t exploded - your tracking’s just broken.
Google’s Consent Mode V2 could be hiding up to 80% of your conversions.
In this episode, Louis and Maelien break down
- How it works
- Why your conversion data has vanished
- What to do about it.
You’ll learn how to...
- Improve cookie opt-in rates
- Fix common Tag Manager mistakes
- Calculate your true tracking discrepancies
They also share a five-step framework to a...
B2B sales cycles are messy. eComm checkout funnels are clean. Why? This episode unpacks how conversion clarity in eCommerce drives results (and what B2B marketers can steal from this). Louis and Maelien break down the structural differences between eComm and B2B sales-funnels, exposing where complexity creeps in and how to simplify for performance. You’ll learn how to identify bottlenecks, reduce noise, and move faster with cleaner...
Get to know Louis & Maelien from Web Marketer as they introduce the podcast and explain why B2B advertising needs less fluff and more facts. Expect straight-talking episodes that help you solve real marketing problems like rising lead costs, tracking gaps, and boardroom pressure.
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