In this episode of B2B Marketing Methods, Terri Hoffman sits down with SpeakerBox Media Co-Founder and CEO Sarah Smith for a strategic conversation about how podcasting fits into modern B2B marketing strategy.

Together, they unpack why podcasting is no longer just an audio channel but a multimedia growth engine that supports SEO, AI search visibility, sales enablement, and long-term brand authority. Sarah shares her journey of building a B2B podcast agency from the ground up and explains why success in B2B isn’t about reaching millions—it’s about reaching the right decision-makers. You’ll also hear candid insights about attribution challenges, the rise of AI-powered search tools like ChatGPT and Gemini, and why building owned media platforms is becoming essential for brands that want sustainable growth.

This episode is a practical guide for B2B leaders who want to increase discoverability, align marketing with revenue, and build authority that compounds over time.

To learn more about Sarah Smith , connect with her on LinkedIn at:

https://www.linkedin.com/in/speakerboxsarah

Or, email her at:

sarah@speakerboxmedia.com

To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/

To connect with Marketing Refresh, visit: MarketingRefresh.com

What You’ll Learn in This Episode:

Why podcasting is evolving into a core B2B marketing strategy

How podcasts improve SEO performance and AI search visibility

Why B2B brands don’t need millions of listeners to drive revenue

How podcasting supports long sales cycles and multiple decision-makers

The difference between brand awareness and true sales enablement

Why attribution in B2B marketing is rarely straightforward

What “dark social” means and why it matters

How internal podcasts can strengthen company culture and recruiting

Why multimedia content increases discoverability across Google and YouTube

The importance of building owned media platforms in a decentralized digital landscape

Chapter Summary (Timestamps)

00:00 – Welcome to B2B Marketing Methods

00:28 – Meet Sarah Smith of SpeakerBox Media

08:30 – From DIY to Premium: Finding the Right Podcasting Model

16:00 – Common Objections to Podcasting (and How to Overcome Them)

24:30 – Podcasting as Sales Enablement & Business Development

33:30 – Measuring Podcast ROI, Brand Awareness & ‘Dark Social’

42:00 – Podcasting, SEO, LLMs & Building Owned Media Platforms

50:00 – Closing Thoughts & Where to Connect

In this episode of B2B Marketing Methods, Terri Hoffman sits down with One Foot Over co-founders Stephen Brent May and Hami Vo Arrington for a transparent, highly relatable conversation about what B2B companies often get wrong about marketing strategy—and how to fix it. Together, they unpack the meaning behind their mantra “Clarity Before Tactics” and explore why defining goals, aligning with sales, and understanding your buyers must come before launching campaigns. You’ll also hear candid stories about client expectations, marketing trauma, Houston’s business landscape, and what happens when organizations skip discovery and jump straight into execution. This episode is a practical guide for any leader who wants to make smarter, more intentional B2B marketing decisions.

In this episode of B2B Marketing Methods, Marketing Refresh CEO Terri Hoffman sits down with Libby Olson, Partner and COO at Growl Agency, to demystify the power of CRMs, data strategy, and AI-driven personalization in modern B2B marketing.

Libby shares her journey from corporate marketing to leading tech-integrated growth strategies, unpacking how companies can streamline sales, marketing, and operations with smarter systems. Together, Terri and Libby explore how aligning people, process, and technology creates the foundation for sustainable revenue growth — and how HubSpot’s evolving AI capabilities are changing the CRM game for good.

If you’ve ever wondered how to connect your tech stack, clean your data, or get your sales team to actually use your CRM, this conversation is a must-listen.

• Why CRM adoption fails — and how to fix it
• The “data therapist” approach to uncovering systemic sales and marketing issues
• Building alignment between marketing, sales, and operations
• How clean data enables accurate AI training and automation
• What HubSpot’s AI-powered agents and workflows can really do
• Developing playbooks for repeatable sales and M&A success
• Understanding data governance and cross-team collaboration
• How leadership, marketers, and sales all benefit from CRM visibility
• The “crawl, walk, run” method for successful CRM implementation

To learn more about Libby Olson, connect with her on LinkedIn at:

https://www.linkedin.com/in/libbyolson/

Or, email her at:

libby@growlagency.com

To learn more about Terri, connect with her on LinkedIn at: https://www.linkedin.com/in/terrihartley/

To connect with Marketing Refresh, visit: MarketingRefresh.com