About this episode

Kavita Singh interviews James Farmer about the misconceptions in measuring the UK economy and the implications for B2B marketers.

In this episode, Kavita Singh sat down with James Farmer, Co-Founder, B2B Marketing & Propolis, to unpack the findings from The B2B Nation Series, Volume One: United Kingdom. James explained why nearly half of UK output is already B2B, why consumer metrics are misleading our understanding of national performance, and how the UK’s true strength lies in exporting trust, expertise, systems, and standards. Together, they explored what this means for B2B marketers operating in an AI-enabled, geopolitically volatile world. You’ll hear why marketing must move from lead generation to strategic intelligence, how AI will make trusted brands more valuable, and why the future CMO will look more like a chief growth strategist than a campaigns lead. If you want to understand where the UK’s real competitive advantage lies, this episode is a must-listen. We also recommend checking out the full report here: https://www.b2bmarketing.net/reports/the-b2b-nations-uk-report/

People in this episode

Host: Kavita Singh

Guest: James Farmer

Topics covered

• B2B marketing
• UK economy
• AI in marketing
• strategic intelligence
• exporting trust
• geopolitical volatility

Keywords

• B2B Nation Series
• consumer metrics
• national performance
• trusted brands
• future CMO
• lead generation
• strategic growth

Mentioned in this episode

Organizations: B2B Marketing, Propolis

Places: United Kingdom, UK

More episodes of B2B Marketing Podcast

• Episode 221: High velocity, low spark? Karen Cooper on saving creativity from AI overload · June 26, 2026 · 22 min
• Episode 220: Why judgment is your strategic advantage in the age of AI, with Marketbridge and Turtl · June 23, 2026 · 19 min
• Episode 219: Agentic AI: What to automate, augment and keep human, with Baringa · June 19, 2026 · 39 min

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