B2B Influence: Spotlight on Industry Game-Changers — hosted by Paula Chiocchi

Guest: Nikos Lemanis, Senior Marketing Strategist at Luxid (global B2B/B2C agency)

Topic: Turning complex marketing into practical growth—why “proof over persuasion” wins, how AI is reshaping discovery, and the human side of martech transformation.

Episode Summary

Paula sits down with Luxid’s Nikos Lemanis to unpack why many “marketing problems” are actually misdiagnosed symptoms (think: conversion issues masking lead-quality issues). They explore how AI is changing buyer discovery, why younger buying committees expect frictionless, proof-driven experiences, and how long-term client–agency partnerships make room for smart experimentation. Nikos also shares a candid take on martech: most failures aren’t about the tech—they’re cultural and incentive misalignments.

Big Takeaways

• Diagnose before you prescribe. Don’t fix nurture when the core issue is lead quality, scoring, or qualification.
• AI has leveled the playing field—for buyers. Discovery is shifting to LLMs/agents; funnels are non-linear and opaque.
• Proof > persuasion. Consistency, evidence, and real outcomes beat clever claims—especially for Millennial/Gen Z decision makers.
• Measure how LLMs “see” your brand. Audit generative answers over time; ship content that earns authoritative recommendations.
• Partnerships thrive on flexibility. Build in a budgeted % for experimentation; learn fast, course-correct, keep results flowing.
• Martech failures are human, not technical. Align incentives (quality over volume), build trust/transparency, and phase change with training.
• Consolidate with intent. Avoid Franken-stacks; decide on best-of-breed vs. platform lock-in with org reality in mind.
• Alignment beats spend. The insights you need often already exist—get sales, marketing, IT (and even HR) in the same room.

Timestamps

• 00:00 – Welcome & intro
• 01:00 – Symptom vs. root cause: “conversion problem” or “lead quality problem?”
• 04:50 – How AI changes discovery and the vendor-controlled funnel
• 07:45 – Millennials/Gen Z now dominate buying committees—what that means
• 10:50 – From persuasion to proof-based marketing
• 13:50 – Long-term partnerships, trust, and making space for experimentation
• 18:30 – The under-discussed truth about martech failure (it’s cultural)
• 22:35 – Incentives: volume targets vs. quality outcomes
• 24:30 – Consolidation vs. best-of-breed stacks done right
• 25:35 – Fast insight without six-figure timelines
• 26:34 – How to reach Nikos

Practical Next Steps (from Nikos’ playbook)

• Run a root-cause diagnosis before spending on rebrands/web/CRM.
• Audit LLM perception of your brand monthly; track movement after major content releases.
• Shift KPIs from lead volume to lead quality; align comp/targets accordingly.
• Ring-fence 10–20% experiment budget in campaigns; document learnings.
• Plan martech changes in phases with training & transparency (avoid black-box distrust).

Connect with Nikos

LinkedIn: https://www.linkedin.com/in/nikoslemanis/

Email:

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Aaron shares insights on data-driven strategies, the importance of advocacy and education, and how marketers can build trust with both patients and providers. He highlights the creativity, complexity, and societal impact of effective healthcare marketing in today’s evolving landscape.

Learn more about Aaron's work HERE.

Connect with Aaron on LinkedIn HERE.

Think you'd be a great guest on the show? Apply HERE.

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Learn more about Blake's work HERE.

Connect with Blake on LinkedIn HERE.

Think you'd be a great guest on the show? Apply HERE.