There's an ongoing debate in B2B tech: should you let your product sell itself through product-led growth, or invest in a traditional sales-led approach?

What if the answer isn't binary?

In this episode of Spotlight on B2B Marketing, host Karen Lloyd speaks with Gary Gonsalvez, Marketing Director at Coveo, who brings over 20 years of experience delivering 10x growth through strategic marketing. Unlike many marketing leaders who stay in one lane, Gary has successfully operated in both sales-led organisations like SAI Global and Coveo, and product-led growth companies like Pledge.

From understanding which customer tasks suit each model to navigating the organisational challenges of hybrid approaches, Gary provides a framework for choosing the right growth strategy based on customer behaviour rather than industry trends.

What You'll Learn in This Episode:
✔️ The fundamental difference between product-led and sales-led growth—where you place the burden of education and value demonstration
✔️ How to determine which growth model suits your business based on three critical questions about customer tasks
✔️ Why transitioning from PLG to sales is significantly easier than going sales-to-PLG
✔️ The hidden costs of PLG that many companies underestimate—from continuous UX investment to product analytics


Connect with Gary on LinkedIn: linkedin.com/in/gary-gonsalvez/

Connect with Karen 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

How do you encourage creative marketing campaigns while still hitting your pipeline targets? It's the question every marketing leader wrestles with, especially in field marketing where ROI is constantly under scrutiny.

In this episode of Spotlight on B2B Tech Marketing, host Karen Lloyd welcomes Joe Dotson, Director of EMEA Field Marketing at Infoblox, an award-winning marketing leader who has transformed field marketing from tactical execution to strategic partnership. With sevenyears at Infoblox, Joe has developed frameworks that allow his team to innovate boldly while maintaining strict accountability to revenue goals.

From the "Patch Plan" strategy that aligns marketing with sales territories to the "Fail Forward" philosophy that dedicates 20% of time to experimentation, Joe shares the processes that have driven significant growth.

**What You'll Learn in This Episode:**

✔️ The "Fail Forward" approach: dedicating 20% of time to innovation while hitting 100% of targets

✔️ How to create "Patch Plans" that align marketing strategy with individual sales territories

✔️ The follow-up framework that ensures no lead gets left behind after events

✔️ How to position field marketers as "mini CMOs" rather than just "the events people"

✔️ How to break down sales-marketing silos by treating sales as your customer

✔️ Practical tactics for working across diverse regional cultures in EMEA

Whether you're a field marketing leader looking to elevate your team's strategic impact, a CMO restructuring your marketing team, or a CEO trying to understand how marketing can truly partner with sales, this episode delivers actionable frameworks you can implement immediately.

Connect with Joe on LinkedIn: linkedin.com/in/joedotson
Connect with Karen 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

Customer advocacy is no longer just a nice-to-have—it's a revenue driver. But how do you build a systematic approach that turns happy customers into active revenue generators? And more importantly, how do you make this everyone's responsibility, not just marketing's?

In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Faith Wheller, VP of Global Marketing for TeamViewer, to explore how to build customer advocacy programmes that directly impact your bottom line.

With over 25 years of marketing experience and a track record of managing 700,000 customers, Faith shares the frameworks and strategies that transform customer satisfaction into measurable business growth.

From creating tiered advocacy programmes to making customer advocacy an organisation-wide responsibility, Faith provides practical insights that CEOs and marketing leaders can implement to reduce acquisition costs and accelerate sales cycles.

What You'll Learn in This Episode:
✔️ How to build a systematic customer advocacy platform that tracks and rewards customer actions
✔️ Why customer advocacy must be an organisation-wide responsibility beyond marketing
✔️ How to identify your advocates using existing platforms and customer signals
✔️ Strategies for rewarding advocates beyond traditional swag (sustainable and meaningful incentives)
✔️ The business case for customer advocacy: ROI, brand awareness, and diversity goals

Whether you're a CEO looking to reduce customer acquisition costs or a marketing leader building advocacy programmes from scratch, this episode is packed with practical takeaways to turn your customers into your most effective sales force.

Connect with Faith on LinkedIn: linkedin.com/in/faithwheller/
Connect with Karen 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