Jun 2, 2026 · 13 min · 16 segments
In this special B2B Marketing Podcast episode, Kavita Singh is joined by Amie Farrell, Global Head of Marketing, Deliveroo for Work, to preview her upcoming session at B2B Ignite. Amie delves into her…
Amy FarrellGuest
Kavita SinghHost
Yeah, it's really great to have that sort of background and context for sort of today's discussion.
But I guess it'd be great to know, what do you mean by that? And, you know, why did you want to build a session around this particular topic?
We have been doing a bunch of research and delivery for work over the last 18 months, helping us to really understand our different audience groups from the decision makers in the benefit space to the teams actually eating our food in their working day.
And we have really understood that they are all human like us from messaging me personally to tell me that they're running late for a focus group because they need to pick the kids up or discussing the challenges in their working day or referencing the kind of content that really stops them from scrolling.
There still seems to be this latent perception that B2B marketing is boring or should be more functional or traditional in its communication style.
And so we thought it was really interesting to, yeah, myth bust around this topic.
Are there any pieces of research, trends or insights that you've seen that really support this more like human view of B2B decision making specifically?
Yeah, it's really great to have that sort of background and context for sort of today's discussion.
But I guess it'd be great to know, what do you mean by that? And, you know, why did you want to build a session around this particular topic?
We have been doing a bunch of research and delivery for work over the last 18 months, helping us to really understand our different audience groups from the decision makers in the benefit space to the teams actually eating our food in their working day.
And we have really understood that they are all human like us from messaging me personally to tell me that they're running late for a focus group because they need to pick the kids up or discussing the challenges in their working day or referencing the kind of content that really stops them from scrolling.
There still seems to be this latent perception that B2B marketing is boring or should be more functional or traditional in its communication style.
And so we thought it was really interesting to, yeah, myth bust around this topic.
Are there any pieces of research, trends or insights that you've seen that really support this more like human view of B2B decision making specifically?
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