B2B Performance Marketing Podcast

Inbound calls convert- but are you even tracking them? Most B2B marketers aren't. In this episode, Louis and Maelien reveal how poor call tracking setups waste high-quality leads and underreport campaign ROI. You'll learn how to use Google’s free “calls from website” tracking, set call duration thresholds to filter quality, and bridge the gap between Google Ads and your CRM. Plus, they share the exact tools and workflows that link inbound calls to actual revenue—without piling on manual work.

Most B2B lead ads don’t fail because of the platform, they fail because they chase cheap leads with zero buying intent. In this episode, Louis and Maelien break down why standard lead gen playbooks fall short and how to fix them. You’ll learn how to build lead ads that screen out the wrong people, create real commercial value, and align with the buying journey. From adding smart friction to using self-selection questions, this is a practical guide to turning junk leads into sales-ready conversations.

AI won’t steal your job, but it might flood your feed. In this episode, Louis and Maelien break down where AI adds real value in B2B marketing, and where it still falls short. You’ll learn how to use AI as a productivity multiplier without losing originality, why average content is becoming invisible, and how to keep your brand voice sharp in an era of copy-paste creativity. Plus, practical ways AI is speeding up audits, reporting and customer insight, without replacing human judgement.

Bad leads waste time, hurt morale, and tank conversion rates. But most lead quality issues aren’t caused by one big mistake, they're caused by six small ones that stack up fast. In this episode, Louis and Maelien break down the hidden issues silently killing your lead-to-sale conversion rate. From weak traffic signals and role mismatch to unclear landing pages and form friction, you’ll learn how to diagnose the problem and fix it at source. Plus, we share low-effort, high-impact tactics to boost quality fast, without blowing up your pipeline.

Brand or performance – which side are you on? If your answer is either, you’re likely missing half the picture. In this episode, Louis and Maelien break down the false divide between demand generation and performance marketing, showing why the real winners are those who blend both. Learn how to use branded search as a signal for performance potential, when to boost posts without wasting budget, and how to tap your brand equity for measurable results. Plus, a practical way to test your market maturity and tailor your strategy accordingly.