Most small B2B marketing teams are working with the same problem: too little budget, too many expectations, and a playbook that feels stuck in 2015. White papers, gated content, and “just run some Google Ads” don’t cut it anymore.
In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei swap stories of campaigns that flopped, campaigns that surprised them, and the new tactics B2B marketers are testing in 2025 to actually break through the noise. From influencer-driven LinkedIn posts to gorilla marketing stunts (yes, even Times Square billboards and pizza box campaigns), they dig into what is worth trying, what is not, and how to stretch a small budget without wasting it.
Creative beats expensive every time, and sometimes the scrappiest campaigns bring the biggest results.
In this episode:

• Why the “2015 playbook” for B2B campaigns no longer works
• Campaigns that flopped vs. campaigns that unexpectedly performed
• How influencer marketing and thought leadership are reshaping B2B demand gen
• Why knowing your audience matters more than your ad spend