Demand Geniuses: Revenue-Driven B2B Marketing

Esther Dawson is the Global Brand & Content Lead at Breadcrumb, the construction-tech company redefining health and safety documentation. She joins the show to unpack her unconventional path from New Zealand to the UK and the realities of marketing in one of the world’s most traditional industries. She reveals what truly makes a brand stand out in 2025, from daring rebrands to striking the perfect balance between humour and credibility.

Tune in to this episode as we explore:
(00:34) Esther Dawson’s career shift and love for brand storytelling
(06:07) What journalists want: crafting stories that earn coverage
(09:51) Unique B2B marketing challenges in construction tech
(14:22) Building brand foundations that resonate and stand out
(21:56) Balancing global consistency with regional nuance
(24:09) How and where to use humour in B2B content
(33:36) Creating a creative marketing culture
(41:41) Quickfire: The tools, skills, and honest lessons shaping Esther Dawson’s career

Links mentioned in this episode:
Esther Dawson on LinkedIn
Breadcrumb
MKT1 Newsletter with Emily Kramer
Dear Marketers Podcast
John Thornton on LinkedIn

What is Demand Geniuses: Revenue-Driven B2B Marketing?

Demand-Geniuses is the podcast for revenue-focused B2B Marketers. We bring you the latest insights and expert tips, interviewing geniuses of the B2B Marketing world to bring you actionable advice that you can implement to accelerate growth and progress you career. The role of Marketing in B2B go-to-market strategy has changed drastically. It's more important to revenue generation than ever as buyer engagement becomes more digital. We equip you with the information you need to thrive in this new, revenue-critical role.