Episodes
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Why don't your marketing numbers ever match – and should they?
In this episode of The Engine Room, Laura Pearsall is joined by Prime Creative Media's Head of IT, Chris Forrest, to unpack one of the biggest frustrations in modern marketing: reporting.
From mismatched analytics dashboards to bots, autoclick traffic and attribution gaps, this episode takes a behind-the-scenes look at how marketing data actually works – and why chasing perfect numbers might be holding you back.
If you've ever questioned your campaign reports (or your sanity), this one's for you.
Campaign of the week
Our Campaign of the Week comes from Specsavers, a long-term client across Australia's leading publication for opthalmic professionals, Insight.
The campaign features:
Education-led content through the "Specsavers Stories" series
Supported by premium print, digital and enewsletter placements
It's a really strong example of:
Building trust over time
Using a highly targeted, trusted environment
Prioritising brand and influence over short-term metrics
It's also a great reminder that not everything that works in B2B marketing shows up neatly in a dashboard!
Resources & links
Digital marketing reporting: why the numbers don't always match:
https://www.primecreative.com.au/digital-marketing-reporting-why-the-numbers-dont-always-match/
Recent "Specsavers Stories":
https://www.insightnews.com.au/specsavers-stories-lisa-ogi/
https://www.insightnews.com.au/specsavers-stories-shray-kamath/
https://www.insightnews.com.au/specsavers-stories-song-jin-loh/
YouTube link: https://youtu.be/opoUWBEMwh8
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In this episode of The Engine Room, Christine Clancy and Laura Pearsall go back to basics, breaking down the five core principles that underpin high-performing B2B marketing.
From educating buyers and navigating long sales cycles to building relationships, brand and choosing the right channels, this episode explores what marketers need to get right before chasing tactics.
Grounded in real-world experience and campaign insights, this is a practical guide to building B2B marketing that actually drives results.
In this episode, we cover:
Why B2B marketing is different
The five fundamentals of B2B marketing
Education is paramount
Long sales cycles and multiple decision makers
Relationships drive sales
Brand and share of voice matter
Communication channels are critical
Campaign of the week
Our Campaign of the Week for this episode is Jenike and Johanson's campaign about their Selective Heat Ore Technology across Australian Bulk Handling Review and Australian Mining.
The campaign features:
Education-led content (technical, insight-driven articles)
Always-on presence (multi-month campaign across print and digital)
Integrated channels (print, enewsletters, website, social)
Culminating in a front cover feature to drive impact and brand visibility; as well as an EDM campaign that exceeding everyone's expectations!
Resources & links
Download the full Five Fundamentals whitepaper:
https://www.primecreative.com.au/the-five-fundamentals-of-b2b-marketing/
Jenike's front cover campaign in ABHR:
https://issuu.com/primecreativemedia-2016/docs/australian_bulk_handling_review_may_2026
The Dangers of Going Dark in Marketing:
https://www.primecreative.com.au/the-dangers-of-going-dark-in-marketing/
https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/when-the-going-gets-tough-the-tough-dont-skimp-on-their-ad-budgets/
https://www.kantar.com/north-america/inspiration/advertising-media/the-dark-side-of-media-going-dark-and-its-impact-on-brand-health
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Missing episodes?
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In the first episode of The Engine Room, Christine Clancy and Laura Pearsall unpack insights from Prime Creative Media's latest reader survey, exploring how today's B2B buyers are researching, evaluating and making purchasing decisions.
Drawing on responses from 856 decision-makers across nine industries, this episode dives into the key shifts shaping B2B marketing – from the growing importance of trust and credibility to the demand for proof-led content and multi-channel engagement.
If you're responsible for marketing, sales or growth in a B2B environment, this episode will help you better understand what buyers really think – and what it takes to influence them.
In this episode, we cover:
The state of B2B buying in 2026
Trust as the new currency
Buyers wanting proof over promotion
Multi-channel influence is critical
Consistency builds results
One-size-fits-all doesn't work
Campaign of the week
Our Campaign of the Week for this episode is from Bosch Professional Power Tools, highlighting their Electrical Testing Tools via The Tradie.
It's a great example of:
Case study-led content
Multi-channel amplification (print, video, digital, social)
"Create once, publish everywhere" in action
Featuring real users to build credibility and trust
Resources & links
Download the full reader survey report: https://www.primecreative.com.au/buyer-insights-from-b2b-decision-makers/
Bosch Professional Power Tools Electrical Testing Tools campaign video: https://www.tradiemagazine.com.au/tradie-tough-test-boschs-professional-electrical-meters-and-testers/
