--- title: "Episode 4: Thought leadership and PPC as a B2B revenue driver with Protolabs' Peter Richards" description: In this episode, Peter Richards talks about the challenges of a thought-leadership strategy, how to change direction "mid flight" and so much more. image: https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/e3-peter-richards-socials-v2.jpg --- [![svgviewer-white](https://selbeyanderson.com/hs-fs/hubfs/svgviewer-white.png?width=188&height=20&name=svgviewer-white.png)](https://selbeyanderson.com) [![svgviewer-white](https://selbeyanderson.com/hs-fs/hubfs/svgviewer-white.png?width=188&height=20&name=svgviewer-white.png)](https://selbeyanderson.com) Creative - [Labs](https://selbeyanderson.com/labs) - [Agencies](https://selbeyanderson.com/agencies) - [Insights](https://selbeyanderson.com/insights) [Contact](https://selbeyanderson.com/contact) [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) # Episode 4: Thought leadership and PPC as a B2B revenue driver with Protolabs' Peter Richards Dom Hawes Group CEO, Selbey Anderson Published 5 July, 2022 - - - - # Episode 4: Thought leadership and PPC as a B2B revenue driver with Protolabs' Peter Richards [Dom Hawes](https://selbeyanderson.com/insights/author/dom-hawes) Group CEO, Selbey Anderson Published 5 July, 2022 - - - - [Dom Hawes](https://selbeyanderson.com/insights/author/dom-hawes) Group CEO, Selbey Anderson Published 5 July, 2022 - - - - ![e3-peter-richards-socials-v2](https://selbeyanderson.com/hs-fs/hubfs/selbeyanderson_2023/Images/e3-peter-richards-socials-v2.jpg?width=1080&name=e3-peter-richards-socials-v2.jpg "e3-peter-richards-socials-v2") ##### In this episode, Peter Richards talks with openness about the challenges of a thought-leadership strategy, how to change direction "mid flight", how B2B businesses can use paid search and so much more. We touch on audience mapping, design engineering, procurement, and innovation, as well as the role of ABM, community management, organisation, and the webinars that facilitate it. In this episode, Peter Richards talks with openness about the challenges of a thought-leadership strategy, how to change direction "mid flight", how B2B businesses can use paid search and so much more. We touch on audience mapping, design engineering, procurement, and innovation, as well as the role of ABM, community management, organisation, and the webinars that facilitate it. Tuning in, you'll discover what purposeful communication looks like at Protolabs, within and beyond the company, and why feeding back to the team is a hugely essential part of every process. ### Dom Hawes Group CEO, Selbey Anderson Dom leads group development at Selbey Anderson and has been in the marketing business for over 25 years. He started his professional career after serving six years in the British Army and spent his early career in agency before moving in-house and into general management. ###### LATEST INSIGHTS ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/duarte-garrido_11zon.jpg) 24.01.23 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) ### [Episode 6: How social media is driving relationships with Duarte Garrido](https://selbeyanderson.com/insights/article/social-media-jan24) ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/1684916307-resisting-recession-duarte-garrido%20(1).jpg) 25.05.23 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Marketing Trek](https://selbeyanderson.com/insights/tag/marketing-trek) ### [Episode 26: Listen, Learn and Adapt. How to ditch the downturn.](https://selbeyanderson.com/insights/article/listen-learn-and-adapt-how-to-ditch-the-downturn-may25/) ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/1657883673-b2b-marketing-podcast_11zon.jpg) 7.02.20 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Marketing Trek](https://selbeyanderson.com/insights/tag/marketing-trek) ### [Episode 03: Is B2B the Hot Place to Be? With Dave Stevens](https://selbeyanderson.com/insights/article/episode-03-is-b2b-the-hot-place-to-be-with-dave-stevens) ![](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/ruth-connor_11zon.jpg) 7.02.23 [Podcasts](https://selbeyanderson.com/insights/tag/podcasts) [Unicorny](https://selbeyanderson.com/insights/tag/unicorny) ### [Episode 8: Fuelling Growth through Marketing Technology with Ruth Connor](https://selbeyanderson.com/insights/article/marketing-technology-feb07/) ## CREATE LASTING VALUE WITH THE UK’S CREATIVE AGENCY GROUP FOR COMPLEX MARKETS [Get in touch Get in touch](https://selbeyanderson.com/contact) [![Apple Podcasts](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/apple.svg)](https://podcasts.apple.com/gb/podcast/unicorny/id1624394043)[![LinkedIn](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/linkedin.svg)](https://www.linkedin.com/company/selbey-anderson-ltd)[![Twitter logo](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/twitter.svg)](https://twitter.com/SelbeyAnderson)[![Spotify logo](https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/spotify.svg)](https://open.spotify.com/show/1qmFUXApCKQeDV4Y8L9OFh?si=34d43d10a8b14df1) - [Terms](https://selbeyanderson.com/legal/terms-of-website-use/) - [Privacy](https://selbeyanderson.com/legal/privacy-policy/) - [Cookies](https://selbeyanderson.com/legal/cookie-policy/) - All rights reserved © 2026 Selbey Anderson Limited. - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Dom Hawes", "url" : "https://selbeyanderson.com/insights/author/dom-hawes" }, "dateModified" : "2023-12-21T07:04:19.585Z", "datePublished" : "2022-07-05T11:11:00.000Z", "headline" : "Episode 4: Thought leadership and PPC as a B2B revenue driver with Protolabs' Peter Richards", "image" : [ "https://selbeyanderson.com/hubfs/selbeyanderson_2023/Images/e3-peter-richards-socials-v2.jpg" ], "mainEntityOfPage" : { "@id" : "https://selbeyanderson.com/insights/article/episode-4-thought-leadership-and-ppc-as-a-b2b-revenue-driver-with-protolabs-peter/", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://selbeyanderson.com/hubfs/Selbey%20Anderson%20-%20Wordmark.svg" }, "name" : "Selbey Anderson Ltd" } } ```