The theme of our 19th podcast episode is B2B Creative Strategy.

Joining our host Jeremy Balius to discuss all things creative strategy for B2B is Chris Murphy from G Squared.

In this conversation, Chris Murphy discusses the evolution of B2B creative advertising, emphasizing the need for emotional messaging over traditional feature-heavy approaches. He highlights the importance of brand differentiation and performance creative, advocating for iterative advertising strategies that adapt based on audience response. Through case studies, he illustrates how unique branding can lead to significant success, challenging the notion that B2B marketing must conform to industry norms.

Chris and Jeremy explore the evolving landscape of B2B marketing, emphasizing the importance of brand differentiation, emotional engagement, and community-led strategies. They discuss how brands can stand out in a crowded market by focusing on customer needs and building emotional connections. The conversation highlights the shift from traditional marketing methods to community engagement, where brands leverage customer insights and build relationships to enhance their go-to-market strategies.

Chris Murphy is an award-winning digital marketing leader and creative strategist. As Head of Creative at G Squared, a leading Independent Digital consultancy, he leads performance-led campaigns for brands like SanDisk, Braun and WorldFirst, blending creativity with analytics to deliver real business results.

With over a decade in top agencies across London and Sydney, he challenges traditional thinking, pushing brands to connect with audiences in new ways.

A 2022 Marketing Academy Scholar and AdNews Emerging Leader, Chris specialises in performance creative, growth marketing and digital strategy.

Connect with Chris on LinkedIn.

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

For more about Filament, visit our B2B tech marketing agency.

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Connect with Jeremy Balius.