Viola Yakimenko on the future of B2B Marketing — Peaky Ads podcast recap
In a new episode of the Peaky Ads Podcast, our Head of Marketing at Kadam, Viola Yakimenko, joined Vasilii Gamov to talk about what’s really happening in the world of B2B marketing: from AI-generated noise to the rise of personal branding in AdTech.
01 Jul 2025
💡 Key topics covered in the interview
3 Strategic shifts reshaping B2B marketing
Viola dives into the three biggest transformations affecting how we build and scale B2B brands in 2025, including the decline of spray-and-pray performance ads and the need for long-term brand investment.
Why AI-Generated content isn’t enough
Can you really build trust and convert leads with AI-only content? Viola shares why human-led strategy and brand voice still matter, especially in competitive markets like AdTech, iGaming, and SaaS.
Building a personal brand that converts
From LinkedIn to industry podcasts, Viola explains where and how to grow a personal brand that boosts not just your profile, but your company’s ROI.
📊 Behind the scenes: metrics, dashboards & internal trust
Why analytics matter in brand building
Viola reveals how the Kadam team uses real-time dashboards to measure brand traffic, campaign impact, and even how PR affects deposits. No fluff, just transparent metrics.
How internal branding drives external results
Leadership, internal communication, and CMO-CEO alignment these are the often overlooked forces that determine marketing success. Learn why internal culture is part of Kadam’s strategy.
🎯 For founders, marketers, and AdTech pros
Whether you’re a startup founder, a seasoned advertiser, or a B2B marketer trying to scale your reach, this episode is full of hands-on insights and real-world cases.
🧱 “Every campaign is a brick in your brand.”
— Viola Yakimenko, Head of Marketing at Kadam
Watch full episode on Youtube
📎 Episode highlights & timestamp guide
- 02:16 – 3 major shifts in B2B marketing
- 05:15 – Brand marketing vs performance: why both matter
- 12:24 – Why AI-only content doesn’t convert
- 15:26 – Where to grow your personal brand
- 24:25 – How PR shutdowns affect deposits
- 34:19 – Top 5 skills every CMO should have
- 41:44 – Best brand awareness case study
- 44:54 – Free campaign planning checklist
✅ Don’t miss the full interview
🖥️ Watch on YouTube
🎙️ Duration: ~45 min
🎤 Featuring:
Viola Yakimenko, Head of Marketing at Kadam
Vasilii Gamov, CEO at Peaky Ads
12.06.2025
