Richard is the founder and CEO of Sophera Marketing. With a wealth of experience in driving commercial success across the globe, he has extensive experience of building and enhancing brands through every marketing channel. He has led high performing teams in the UK, EMEA and North America.
Richard's expertise spans digital marketing, brand management, CRM, analytics, research, strategy development, social media, agency management and marketing communications.
His talent for forging strong relationships with internal teams, external partners and key decision makers ensures that marketing strategies are perfectly aligned with organisational goals.
Away from the office, Richard enjoys life in London with his wife, Poppy and their two daughters.
In this episode, B2B marketing with Richard Levy centers on aligning sales and marketing to win today’s 5% in-market buyers while educating the 95% who aren’t ready yet. In this episode, Richard shares 25 years of lessons—from Santander’s graduate scheme to leading Sophera Marketing—on building demand without racing to discounts.
You’ll hear why thought-leadership newsletters outperform hard sells, how to use global cultural nuance in messaging, and why AI is a true business revolution to embrace—not fear. He explains “market in the gap” thinking, anti-discounting discipline, and the power of warm introductions to create lifelong superfans and compounding referrals.
If you want practical B2B marketing that compounds trust, this conversation gives you the frameworks and field examples to get started now.
[00:00] The 95% Rule—Most buyers aren’t ready today
[01:18] Welcome + origins (London ↔ France banter)
[02:00] Santander grad scheme to 25 years in marketing
[03:00] Sales–marketing alignment in B2B
[07:00] What Sophera Marketing does (SMB focus + mentorship)
[10:00] AI as an industry-level pivot—be in front of the curve
[14:30] “Market in the gap” and product-market truth tests
[15:05] Global messaging: same fundamentals, local nuance
[21:00] Newsletter strategy for long-term demand
[23:55] Why discounting backfires (and what to do instead)
[29:26] Consultants: be brutally honest and over-deliver
[34:35] Intros beat referrals—trust transfer mechanics
[38:23] How to connect with Richard Levy
www.sopheramarketing.co.uk – happy to offer a free business and marketing consultation for any interested listener/business.
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Richard’s operating system is pragmatic: align sales and marketing, respect buying timing, and earn future demand with useful ideas. His “95% not in market” lens reframes content from lead-grabs to trust-building—exactly what turns ecosystems into business superfans who advocate long after the campaign ends. Global examples reinforce that fundamentals travel, but tone must flex by culture. His stance against discounting protects perceived value and lifetime margin, while warm introductions convert because trust transfers.
This is the kind of strategy I help clients implement through my SUPERFANS Framework™ in Prosperity Pathway™ coaching within the Superfans Growth Hub.
The Action: Launch a monthly, no-pitch thought-leadership newsletter.
Who: Marketing lead + founder.
Why: Nurtures the 95% not buying now; compounds brand trust and future pipeline.
How:
Where stories ignite loyalty, insights spark growth, and connections create superfans.
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