Episode 32: Small Budget. Big Ambition. B2B Marketing That…

About this episode

Live from the B2B Marketing Conference in Auckland, Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) sit down with two operators who actually live the “do more with less” reality. Fiona Taimana, GM Marketing at Noel Leeming, manages a $200M commercial business with just a sliver of budget, while Anna Henwood, CEO of Stickybeak and former Les Mills CMO, is scaling a global SaaS business with a lean team. This episode unpacks what really drives impact in B2B when budgets are tight, expectations are high, and every decision counts. What You’ll Learn in This Episode Your best growth assets are already inside your business but underused Why focusing on fewer “big rocks” drives disproportionate B2B impact How proving results internally unlocks more budget and influence Why simplicity beats complexity when teams are stretched How ruthless prioritisation shapes smarter B2B growth decisions Bonus Nuggets The case for hiring “lazy marketers” who optimise for efficiency Turning off paid search to prove its value the hard way AI as “interns” and why leadership still needs to drive the thinking Call to Action If you're a B2B marketer juggling expectations with limited resources, this episode will sharpen your focus on what actually moves the needle. Resources mentioned: Stickybeak – https://www.stickybeak.co Noel Leeming – https://www.noelleeming.co.nz HubSpot – https://www.hubspot.com Connect with the creators, and hosts mentioned: Anna Henwood – https://www.linkedin.com/in/annahenwood/ Fiona Taimana – https://www.linkedin.com/in/fionacoetaimana/ Ben van Rooy – https://www.linkedin.com/in/benvanrooy/ Stephanie Quantrill – https://www.linkedin.com/in/stephanie-quantrill/ Explore more from Canned: Canned the Marketing Podcast: www.cannedmarketing.com Cue Marketing: www.cuemarketing.co.nz Human Digital: www.humandigital.com Timestamps 00:00 Live from B2B Marketing Conference 01:30 Small budgets, big ambitions explained 03:00 Unlocking hidden resources in your business 06:00 Leveraging networks over spend 09:00 The power of simplicity in marketing 13:30 Defining and prioritising “big rocks” 18:00 Introduce, enhance, perfect framework 20:00 Showing results to unlock more budget 25:00 Budget cuts and ruthless prioritisation 30:00 What is a “small budget” in B2B 34:00 In-house vs agency debate 38:00 Audience Q&A and closing thoughts Why this episode matters Because in B2B, the constraint isn’t going away so the marketers who win are the ones who decide what actually matters and have the discipline to act on it. www.cannedmarketing.com Stephanie Quantrill - Linkedin Ben Van Rooy - Linkedin