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B2B Marketers on a MissionOn this podcast, were on a mission to change and disrupt the way people think about B2B marketing one insightful conversation at a time. Author: EINBLICK
On this podcast, were on a mission to change and disrupt the way people think about B2B marketing one insightful conversation at a time. Get inspiration from interviews with B2B marketers and industry experts who share their stories, achievements, thoughts on trending topics, and give B2B marketing tips and recommendations. This show is hosted by Christian Klepp, Co-founder of EINBLICK Consulting. Language: en Genres: Business, Management, Marketing Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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How the Copywriter’s Changing Role Can Drive Strong B2B Growth
Episode 230
Wednesday, 21 October, 2026
How can B2B marketing leaders leverage the changing role of copywriters to accelerate growth and strengthen market positioning? Like so many aspects of the B2B marketing spectrum, the copywriter’s role has dramatically and fundamentally evolved. With the introduction of AI and automation, market dynamics, and changing buyer behaviors, copywriters must reinvent themselves and clearly define their role in the business ecosystem. Today, B2B copywriting integrates strong writing, brand strategy, audience research, and GTM execution.In this latest episode, we sit down with return guest Jamie Thomson (Copywriter and Founder, Brand New Copy) who talked about how the copywriter’s changing role can drive strong B2B growth. During our conversation, Jamie discussed findings from his analysis of 230 UK and European copywriting job postings, proving that strong writing remains a critical requirement. He mentioned that employers increasingly expect copywriters to have multidisciplinary skills, and that strategy, knowledge of AI, storytelling, collaboration, social media, and research skills were also essential for the role. Jamie stressed that copywriters should be involved early, use research and conversations to reveal audience insights, and play a key role in delivering strategy and outcomes. He also highlighted why it’s important for copywriters to be more collaborative and work together with people in different departments within the organization. Finally, Jamie also advised copywriters to focus on developing skills beyond writing, and to position themselves as strategic partners and collaborators for B2B companies.00:00: The continually evolving role of the copywriter03:16: What employers expect from copywriters08:22: Why storytelling is a critical component for B2B content11:06: The modern copywriter and why getting involved early is crucial for success18:02: How research, curiosity, and conducting client workshops can help deliver better and more relevant content23:12: Why Jamie thinks copywriting is becoming multidisciplinary27:25: Jamie’s thoughts on AI in copywriting and his advice for other copywritersCompanies and links mentioned:Jamie Thomson on LinkedInBrand New CopyDownload Report: The Modern Copywriter: What Employers Expect From Copywriters in 2026
