Is Your Marketing Funnel Destroying Your Brand? A CMO's Honest Take | Yiannaki Loizou - Communication Marketing Director, Miratech

Episode notes

We help B2B brands launch shows that turn their point of view into pipeline. If you're launching a podcast (or have one already) and are not sure how it can hit your bottom line, book a meeting with Jason: Most B2B marketing teams are building on sand, and the funnel is the reason why. In this episode, we pull apart one of marketing's most sacred frameworks and ask whether it's quietly costing you your best work. Jason is joined by Yiannaki Loizou, Communications Marketing Director at Miratech, for a masterclass in brand-led B2B marketing strategy. Yiannaki brings decades of experience scaling international tech businesses and leading significant rebrands, and he makes a compelling case for why brand is not a luxury in B2B; it is the foundation everything else is built upon. Together, Jason and Yiannaki explore why the marketing funnel was originally a reporting tool for group behaviour, not a prescription for how individual buyers make decisions. They discuss how the pursuit of measurable, repeatable results has slowly eroded the creativity, experimentation, and distinctiveness that make marketing truly effective.

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