Episode 222: Why Britain is measuring the wrong economy, with B2B Marketing’s James Farmer

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/