Web Marketer: branding and content for The B2B Performance Marketing Podcast

Web Marketer is a UK B2B performance marketing agency founded by Louis and Maelien Halton Davies. When they launched their podcast, The B2B Performance Marketing Podcast, they needed a visual identity that could carry it across every platform, and a content engine that could keep it showing up. We built both, and we now run the ongoing campaign.

"The team at Alchemy have been invaluable in helping us get our podcast off the ground. The high standard of work produced vs minimal time input needed is exactly what I need as a small business owner. Can't recommend highly enough."
Louis Halton Davies, Co-Founder, Web Marketer

The outcome

A podcast brand and a fortnightly content engine for The B2B Performance Marketing Podcast.

What we built, and now run:

• A podcast visual identity rooted in Web Marketer's existing aesthetic. Spotify thumbnails, YouTube thumbnails, social templates and layout systems.
• A fortnightly campaign cycle for every new episode: visuals, social copy, video clips cut for each platform's format, and end-to-end scheduling.
• Multi-platform publishing across LinkedIn, Instagram, X, YouTube and Spotify, on a consistent rhythm.

Web Marketer signs off on each campaign. We do the rest. The podcast shows up sharp, credible and instantly recognisable in feeds where most B2B content drowns.

The challenge

Louis and Maelien launched the podcast to do one specific thing: cut through the noise and talk plainly about what actually works in B2B advertising.

The Web Marketer parent brand was already strong. But podcasting has its own creative rules. Content has to be fast, consistent and platform-aware. Spotify thumbnails are read at very different sizes from LinkedIn carousels. The podcast had to feel part of the Web Marketer family without being a carbon copy.

The other half of the problem was running the show. The team didn't want to absorb the ongoing social grind: writing copy, designing assets, clipping video, scheduling posts. They needed a partner who could carry the workload, not just deliver the kit.

Our approach

We started by extending Web Marketer's identity into a podcast-specific visual system. From there, the work expanded into a fortnightly content operation.

Key creative decisions:

• A bold, minimal visual system tuned for thumbnails. Spotify and YouTube thumbnails were the first design priority because they're the highest-conversion touchpoint for podcast discovery. Type styling is mobile-first and legible at a glance.
• A visual family, not a clone. The podcast identity reads as Web Marketer's, but distinct. Episodes can sit beside the agency's other content without either feeling like an afterthought.
• Campaigns built around the episode, not the post. Each fortnight, every episode gets a coordinated campaign: teaser, quote cards, bloopers, behind-the-scenes, platform-specific video clips. Every post earns its place by serving a clear function: value, connection, or making people laugh.
• A single sign-off rhythm. Web Marketer approves the campaign once per cycle; we handle the entire production, scheduling and rollout. The agency keeps client work as its focus; the podcast keeps showing up.

What it does for Web Marketer

The podcast holds the brand's place in feeds where most B2B content doesn't survive a scroll. The agency hasn't had to build an in-house content function. Louis and Maelien spend time on clients and recording, not on captions and scheduling. Every fortnight a fresh campaign goes out the door without an internal bottleneck.

Credits

• Client: Web Marketer · Louis and Maelien Halton Davies, Co-Founders
• Studio: Alchemy