Comms is changing fast - but the real challenge isn’t new channels or trends. It’s knowing what’s actually worth saying.

In this episode, Alex Hammond, Head of Communications at Nuvei, joins Debbie Forster MBE to unpack the shifting role of communications in a world moving beyond SEO. From his unconventional path via poker tournaments to leading comms at Nuvei, Alex shares why the best stories don’t start with messaging - they start with genuine interest.

They explore the tension between brand and performance, and why proving the value of comms is still so difficult. As GEO reshapes visibility, Alex explains why earned media and external authority are back in focus. They dive into a changing media landscape where audiences are increasingly fragmented - but creativity is still the best way to achieve cut-through.

For Sean Ferguson, Director of Corporate Marketing and Communications at Securonix, credibility is the most valuable currency in cybersecurity marketing. In an industry dominated by large vendors and an ongoing game of buzzword bingo, Sean explains why demonstrating real proof, collaborating with trusted partners, and engaging with practitioners are the true differentiators.

Sean joins Debbie Forster MBE in this episode of the XTech podcast to unpack how smaller players in the game can create their own brand footprint, how ROI and performance metrics reinforce authority, and why consistent, authentic messaging is more effective than amplifying fear.

Join the conversation and listen to Sean's insights on finding your niche, building authority, and making trust the cornerstone of every campaign.

For Marcos Colón, Director of Content and Brand at Immuta, storytelling still starts with listening. His background in journalism shapes how he approaches communications today, focusing less on output and more on understanding what matters to the people at the forefront of the B2B tech industry.

In this episode of the XTech podcast, Marcos joins Debbie Forster MBE to reflect on how B2B content is shifting. The challenge is no longer volume. It's knowing what deserves attention and communicating it in a way that reflects operational reality.

Security conversations sit at the centre of that tension. Practitioners are already aware of the risks they face, so credibility comes from showing how problems are navigated day to day rather than amplifying fear.

Marcos also shares how he captures unscripted moments at industry events and why those glimpses into real work often resonate more than polished campaigns.

Tune in to hear how clarity, content and lived experiences are reshaping how tech brands earn attention.

Jessica Lambert, Lead Consultant in Automotive at Fox Agency, has worked across Hyundai, Ford and Jaguar Land Rover. Now working with leading B2B auto brands, she knows what it takes to navigate the complexity of automotive technology, and how easy it is for that value to get lost in translation.

In the first episode of XTech XTRA, Jessica joins Debbie Forster MBE to explore why so many automotive companies struggle to communicate their innovations. From EV hesitation to complicated buying cycles, they delve into the real challenges and what it takes to cut through.

Jessica explains why a single, clear narrative still holds power, how marketing can move from background to boardroom, and what B2B brands can learn from storytelling in other sectors.

Listen now to discover the strategies driving automotive marketing forward.

Gaurav Kapoor, Vice Chairman, Co-Founder and Board Member at MetricStream, has seen it play out again and again. Cyberattacks are outpacing old systems. Major disruptions expose weaknesses. Supply chain shocks reveal hidden dependencies. And data trapped in silos slows critical decision-making.

This episode of the XTech podcast sees Gaurav join Debbie Forster MBE to explore how AI is transforming how we approach risk and resilience. Together, they discuss how AI can bring order to overwhelming information and lighten repetitive workloads, helping teams respond confidently when stakes are high.

Their conversation delves into what trust and governance mean in an AI-first world, tracing the rise of sophisticated cyber threats and showing how risk teams can maintain their strategic influence as technology advances.

Tune in to hear how organisations can turn uncertainty into strength through smart systems, deliberate culture and decisive leadership.

Abs Hassanali, Global Head of PR and Communications at Basware, has seen how tech often struggles to tell stories that truly resonate. With AI changing the scale and pace of content, generic announcements no longer cut through - audiences want to connect with human voices and authentic experiences.

In short, the press release (as we know it) is dead.

In this episode of the XTech podcast, Abs joins Debbie Forster MBE to talk about why real people and stories must sit at the heart of communications. They explore how Basware uses visual storytelling, human voices and curiosity-driven teams to make tech feel human, and why creativity matters as much as measurement.

Listen now to find out what it takes to build comms that resonate, how to balance strategy and authenticity and why focusing on the people behind the story can transform the way tech is experienced.

AI is redefining what modern marketers can do. It's not just transforming how content is produced, it's challenging entire workflows, strategies and skill sets. Mark Stiltner, Senior Director of Content and Web Marketing at Rapyd, believes the future belongs to the teams willing to rebuild around it.

In this episode of the XTech podcast, Mark Stiltner, Senior Director of Content and Web Marketing at Rapyd, joins Debbie Forster MBE to unpack how AI can act as a business accelerator, driving creativity, scale and speed without losing authenticity. The conversation considers the rise of GEO and what it means for brand visibility in an AI-driven web, as well as the shift from human-only audiences to a world where AI agents interact, recommend and even buy.

The real risk isn't hallucination - it's mediocrity. Together, Mark and Debbie explore a future where marketers lead technological change, proving that originality and human insight remain the ultimate competitive edge.

Automotive is evolving at phenomenal speed. Keeping pace with it is no easy task.

In the latest episode of the XTech podcast, Robert Brown, Global Head of Automotive at The BSI Group, joins Debbie Forster MBE to explore the road ahead, and how we can keep safety front and centre amid the race for ever more advanced mobility.

Tune in to hear how the industry is banking on AI while simultaneously tackling the growing cyberthreat.

Accessibility is moving fast - new laws, new standards, new technologies. But John Abbott warns that chasing compliance scores or relying on automation alone is a dangerous trap. True progress comes from culture: building digital products that remove barriers and empower people.

John joins Debbie Forster MBE in this episode of the XTech podcast to talk about how Recite Me is helping organisations move from tick-box exercises to meaningful strategies. From the European Accessibility Act to AI-powered checkers, the conversation emphasises the importance of embedding accessibility into the way businesses design, build, and measure digital services.

Personalisation matters as much as compliance - and procurement is raising the bar. But the smartest organisations treat accessibility as a journey, not a destination.

AI isn't magic, but a tool we control. How we choose to use it makes all the difference.

Sylvia joins Debbie Forster MBE in this episode of the XTech podcast to discuss how AI can solve real marketing challenges, from breaking down language barriers to delivering personalised experiences at scale.

Together, they explore the balance between automation and authenticity, and why understanding when to add the human touch matters most.

It's a conversation about staying intentional, staying in control, and building AI people can trust.

With every new hype cycle, the noise gets louder. But Adam Harding believes the best teams don't chase trends - they build filters.

In this episode of the XTech podcast, Adam joins Debbie Forster MBE to explore how Softcat is helping clients move from AI curiosity to AI clarity. From cultural alignment and clean data to decision principles that cut through the noise, it's about staying focused on what works.

The conversation dives into the thinking behind Softcat's first-ever acquisition, the role of creativity in a world driven by automation, and how to stay grounded in a time of exponential change.

Because building for the future isn't about doing more - it's about know what's worth doing.

As AI and automation reshape how we build software, security can longer be an afterthought. It's a way of thinking that needs to be embedded across teams, culture, and code.

James Hall believes resilient systems start with clear thinking, structured discovery, and engineering habits that stick. In this episode of the XTech Podcast, he joins Debbie Forster MBE to unpack what secure-by-design really means in practice.

From open source contributions and observability challenges in AI, to aviation-style checklists and "silly" side projects that teach serious skills, James shares how Parallax blends creativity with rigour to build products that scale safely.

He also issues a clear warning: businesses cutting junior developer roles in the name of AI efficiency may be setting themselves up for a major skills gap.

If your tech is built to last, your teams - and your users - will feel the difference.

Enterprises are reimagining IT through the lens of agentic AI, elevating it from a back-office utility to a strategic enabler of productivity, experience and innovation.

Dennis Perpetua explains how the true power of AI lies, not in flashy tools, but in creating connected, intuitive digital environments that empower employees and eliminate friction.

From the shift from SLAs to XLAs, to building digital co-workers instead of chatbots, Dennis shares how Kyndryl is building on the legacy of IBM to help businesses make AI work for people - not the other way around.

He joins Debbie Forster MBE for a conversation that redefines what future-ready IT should really look like.

AI is shaking up traditional service models and pushing businesses to take a more holistic, value-driven approach.

Kalyan Kumar encourages enterprises to focus on orchestrating experiences, unlocking data value, and streamlining processes - rather than chasing every 'shiny new toy' in tech.

This approach is key to HCLSoftware's partnership with Ferrari, where mutual values drive transformative digital experiences.

Kalyan joins Debbie Forster MBE in this deep dive into how companies are evolving their tech strategies.

Dirty money is everywhere. Banks are in a race against time to find it, battling out-of-date systems and bureaucracy.

Eddie Vaughan, Vice President of Banking and Financial Services at Chorus Intelligence, is on a mission to fix that, with decades of experience in UK law enforcement and government. He joins Debbie Forster MBE for a fascinating dive into a murky world.

Scott Harkey has witnessed the acquisition process from both sides, and knows better than most how to make it work.

He joins Debbie Forster MBE to share critical lessons on the topic for both start-ups and enterprises, from the importance of recognising a winning formula to the enduring value of human connection.

Transformation is an often used term these days in tech, but for Dave Hodsdon of Liberty Blume, it's his world.

He joins Debbie Forster MBE for a deep dive into the business of tech change. He explains why even disruption needs to be carefully planned and customer-centric, and gives us a helicopter view of the features of our working lives that are ripe for transformation.

In 25 years with Data Art, Alexei Miller has learnt a thing or two about leadership - particularly in a tech arena where change is the only constant.

He joins Debbie Forster MBE for an enthralling conversation about modern leadership and its challenges. He explains the three very different stages of development for a software business, and shows us why honesty is the most important characteristic for a tech leader.

The growth curve for tech companies is fraught with risk. Knowing when to gamble - and not be bound by conventional thinking - can make all the difference.

Sanjay Lobo MBE joins Debbie Forster MBE for a fascinating conversation around risk-taking, doing good in business, and much more. From media law to launching the volunteering platform OnHand, he brings some sparkling insights on when not to take the safe option.

How do we get different business tribes like tech and creative to learn more from each other?

Sarah Thomas, Group CMO of Capgemini, makes it her mission to do just that. In this episode of the XTech podcast she talks with Debbie Forster MBE about why bringing the tech and creative worlds together is so important, and why AI has an increasingly powerful role to play, especially in larger organisations.

Inclusion - and its opposite - takes many forms. In the tech sector, it can be gender, background, ethnicity, and even where you base your company.

Sarah Tulip of Conquer Technology joins Debbie Forster MBE to highlight some of the many things the tech sector needs to improve to become more inclusive, from thinking outside of traditional tech hubs to promoting more women from within.

Intelligent automation offers extraordinary potential for your business - but many are still unsure how to use it.

Paul Taylor of SS&C Blue Prism joins Debbie Forster MBE to bring clarity to one of the hottest topics of our age. He explains why there is much work that should always be left to us humans, but some that is ripe for the efficiency and consistency that automation can bring.

When you're scaling up your sales approach, there's a risk of making the message too broad and impersonal. But our latest XTech podcast guest knows how to stay laser-focused, with confidence in the supporting tech - and the professionals involved.

Winnie Palmer of Seismic joins Debbie Forster MBE for an exciting look at her career path, and the challenges she has faced along the way to create effective marketing for so many disparate deal factors.

Reinventing the loudspeaker is one thing. Testing it out at a U2 gig in The Sphere in Vegas is another.

Natalia Szczepanczyk of Holoplot talks with Debbie Forster MBE about how their groundbreaking firm managed to change how we think about sound in large spaces, and what other startups can learn from their meteoric rise and approach to innovation.

Connecting museums with patrons is an age-old issue, but what role could technology play in bridging the gap?

Anh Nguyen, CEO and Co-Founder of Nimi Collectibles, talks with Debbie Forster MBE about the opportunities in digital art. Learn more about the approach and how it overcomes financial, engagement and diversity challenges to make art accessible to all.

Making communications more human may seem like a straightforward task, but finding the right people in the right place at the right time is the real challenge.

Chris Wade, Chief Marketing & Product Officer of Gamma, joins Debbie Forster MBE to discuss the fusion of communications with technology, the breakneck pace of progress, and developing 'comms with a conscience'.

We're in a changing workforce, where skills are becoming ever more specialised. But looking up the ladder can only take companies and employees so far.

Anna Brailsford, CEO of Code First Girls, shares new perspectives on employment that broaden horizons and maximise technology potential.

Chief Technology Officer Andy Sturrock delves into his role at the fast-paced Atom bank and explains how he helped to manage the transition from fintech to bank.

Tune into the latest episode of the XTech podcast to hear techniques - designed to minimise siloes and promote efficiency - that you can apply to your own business.

A patient-first approach is key to evolving healthcare, and the sector might just be sitting on a goldmine of data that can take operations to the next level.

Ahmed Abdulla, the founder and CEO of Digipharm, shares his experience in healthcare technology and unveils his vision that re-imagines how care could be paid for.

An astounding ability to evolve with market needs has established Nokia as a global technology brand and household name. In this episode of the XTech podcast we delve into the history of Nokia with Jason Elliott, Head of Cross Portfolio Solutions and Ecosystem Marketing, and explore what's on the horizon - from the metaverse(s) to augmentation.

Beverley Eve and Chelsea Larson-Andrews are co-founders of TechMode. Having met at the Application Developers Alliance, the two forged a partnership as they hosted events across the US and Europe, working with leading tech brands and talented developers. They spun off these marketing capabilities into their own careers, and TechMode was born.

Beverley and Chelsea join Debbie Forster MBE on this episode of the XTech podcast. Among the topics under discussion are 5G acceleration; the potential of Open RAN, and the challenges of regulating artificial intelligence.

The secret behind AI success is a lot more than 'plug and play'. In fact, the more you put in, the more you get out.

Dr Djamila Amimer, CEO and Founder of Mind Senses Global, shares her experience of helping businesses improve their decision making using AI. This podcast explains what companies should be thinking about when implementing these powerful tools, and how to maximise investment.

For some, the digital age has opened up more questions than it answers.

Karl A L Smith, President and CIO of Agile World has a long history of guiding global leaders as they navigate the ever-changing tech landscape. When it comes to digital transformations, he's supported brands including Accenture, Tesco Bank and more. Karl now joins the XTech podcast to delve into the latest trends. Tune in to hear his thoughts on everything from big data to the metaverse - where should we prioritise investment?

Yishel Khan has a wealth of experience in the tech world, with a strong background in software development and a major in Electrical, Electronics and Communications. Yishel now joins the XTech podcast to share how DOT Inc. is embracing the power of technology, data and AI to help diagnose and support patients with mental health conditions.

Listen as the Founder and CEO explains the origins of her idea, challenges she's faced along the way and the power of connected care, alongside host Debbie Forster MBE.

Stuart Mills is VP of Trailhead & Ecosystems EMEA at Salesforce. With previous experience at companies which were still learning the Salesforce ropes, he made the move across the divide to help other companies embrace the technology. Earlier in his career Stuart was in the Navy as an engineer.

Stuart joins Debbie Forster MBE on this episode of the XTech podcast. They discuss people and technology being two sides of the same coin; the big lessons in leadership; and widening the net of knowledge so every student can feel like an innovator.

Rachael Powell is Chief Customer Officer at Xero, she joined the cloud-based accounting software company as Chief People Officer in 2016. Her previous experience includes 10+ years of experience at IBM and a board position at a University of Technology in Australia.

Rachael connects with Debbie Forster MBE on the latest episode of the XTech podcast. They explore the positive impact of energising employees, the benefits of tech when reacting to the COVID pandemic and the importance of using data responsibly.

Dr Christine Bailey is an author, TEDx speaker and PKYC (Perpetual know your customer) expert. Her experience across marketing technology has earned her an array of awards including MarTech's number one woman in B2B Marketing and a feature in Onalytica's Who's Who in FinTech.

Christine joins Debbie Forster MBE on the latest episode of the XTech podcast to discuss personalisation vs privacy, harnessing data for good and the technological potential of using AI to enhance the world of work.

Jason Maude, Chief Technology Advocate at Starling Bank, joins Debbie Forster MBE on the XTech podcast to explore the customer focus that has allowed Starling Bank to "make banking better".

Jason discusses the concept of accountability and explainability in the world of tech and tells us the next big challenges in FinTech.

Bill Schmarzo is Customer Advocate at Dell Technologies, an author, educator and practitioner with over 50 years of experience in tech. As the 'Dean of big data', there's no-one more qualified to talk us through how data got cool.

Bill joins Debbie Forster MBE on the latest episode of the XTech podcast to guide us through big data and explore the concept of codifying ethics to prevent the robotic uprising.

Debbie Forster MBE is the co-founder and CEO of the Tech Talent Charter, she is an award-winning figure in the areas of diversity, tech and education and now... the host of the XTech Podcast.

Debbie joins Fox Agency Director, Ben Fox, on the premiere episode of the XTech podcast to discuss her incredible career in the industry, her strides towards equality and her hopes for the future of this new podcast venture.