Marketing B2B Technology: Recent Episodes
marketingb2btech
Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.
Rafa Flores, Chief Product and Growth Officer of Treasure AI, joins the podcast to talk about his career path from engineering recruiter to “boomerang” leader returning after six years away, and Treasure Data’s rebrand to Treasure AI. Flores says the shift is an evolution based on the company’s machine-learning and predictive heritage, its technical DNA of using AI internally, and a desire to create a lifestyle-like community brand.
He explains Treasure AI Studio, which orchestrates CDP and activation in plain English across web and mobile, enabling faster troubleshooting, campaign deployment, and real-time insights. Flores argues first-party data remains a “goldmine” but must be activated incrementally with governed access; how AI helps answer questions quickly but requires guardrails, discusses fear and overemphasis on speed/cost versus value and predicts growth of “digital workers”.
About Treasure AI
Treasure AI is the agentic experience platform helping the world's most loved brands finally activate the customer data they already have. Founded in 2011 and backed by SoftBank, the company spent 15 years quietly building the infrastructure behind some of the most recognizable names in retail, automotive, CPG, and financial services — before rebranding in 2026 to reflect what it had always been building toward. Named a Forrester Wave Leader for B2C CDPs, Treasure AI unifies fragmented first-party data into a single living customer profile and puts AI to work on it in real time, on behalf of human marketers who set the strategy and make the calls. The result for brands like Nestlé, AB InBev, Stellantis, and Condé Nast is measurable: millions in recovered media spend, significant revenue generated, and marketing teams that finally get to go home on time.
About Rafa Flores
Rafa Flores is the Chief Product and Growth Officer at Treasure AI, where he leads product strategy and growth with a simple conviction: the best technology gives people their time back. A builder by nature and a father of four, Rafa has always believed that progress is personal — that the products worth building are the ones that free someone up to be more present, more creative, and more human. That belief drives everything from how he runs his teams to the unconventional call he made to give away free access to a platform traditionally reserved for Fortune 500 companies, a bet that raised eyebrows and is already showing results. He brings that same bias toward progress to every stage he walks onto.
Time Stamps
00:00 Welcome and Guest Intro
00:39 Rafa’s Career Journey
01:53 Returning to Treasure Data
03:25 Move at Speed of Now
04:12 Rebrand to Treasure AI
07:22 Lifestyle Brand in B2B
09:57 AI Studio Use Cases
12:37 First Party Data Goldmine
16:29 AI Hype and Real Value
18:38 Digital Workers Ahead
20:31 SaaS Future and Guardrails
23:59 PLG Try Now Campaign
26:02 Advice and Wrap Up
Quotes
"It's not just about how much time AI can save you, it's also about how much revenue it can drive for the business." Rafa Flores, CPO at Treasure AI.
"Digital workers are about better supporting the human in the loop." Rafa Flores, CPO at Treasure AI.
"The biggest mistake is everyone wants to rush to deploy AI." Rafa Flores, CPO at Treasure AI.
Follow Rafa:
Rafa Flores on LinkedIn: https://www.linkedin.com/in/ref2019/
Rafa Flores on Forbes: https://www.forbes.com/councils/forbestechcouncil/people/rafaelflores/
Treasure AI website: https://www.treasure.ai/
Treasure AI YouTube: https://www.youtube.com/@TreasureData
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Jon Benson, founder and CEO of BNSN, joins the podcast to talk about his path from writing the “Fit Over 40” book to becoming a leading direct-response copywriter and building AI tools for copywriting. Benson explains why video sales letters (VSLs) are effective, combining voice and text, narrative, and emotional pain points to reduce skepticism and improve message retention.
He describes how his software BNSN generates higher-quality copy than generic chatbots by training on strong examples and running multiple rewriting passes to remove common AI artifacts. Benson argues B2B marketers should write to one person, focus on relieving the buyer’s pain rather than company features, and use tactics like strong subject lines and PS sections in emails.
About BNSN
BNSN.AI is an AI-powered copywriting platform built for small business owners to create high-converting ads, emails, and sales pages in minutes. It is trained on proven, high-performing marketing campaigns and designed to simplify the process of writing persuasive copy through promptless AI tools and built-in marketing frameworks.
About Jon Benson
Jon BENSON is a copywriter, entrepreneur, and AI pioneer whose work has quietly shaped how the world buys things online. Best known as the inventor of the Video Sales Letter, the format that became the backbone of modern digital marketing, he has spent decades writing words that move people to act—not through manipulation, but through what he calls “ethical persuasion.”
In 2010, Jon turned his attention to copywriting software, becoming one of the earliest pioneers at the intersection of AI and sales copy. That work eventually evolved into BNSN, a platform trained exclusively on high-converting marketing campaigns and built for small business owners who sell good things to good people. BNSN reflects Jon’s core belief that the human element of business—community, coaching, and genuine connection—separates sustainable success from a flash in the pan.
Time Stamps
00:00 Welcome and Introductions
02:22 Nontechnical AI Builder
05:33 Why VSLs Convert
08:28 Narrative and Pain
12:14 Customers and Big Ideas
16:31 Beating AI Slop
20:38 Fixing B2B Copy
25:16 Email Subject and PS
27:40 Career Advice on AI
31:58 Resources and Wrap Up
Quotes
“There’s no such thing as selling to a business. It doesn’t exist. You’re selling to a person at a business.” Jon Benson, CEO at BNSN.
“If you don’t speak to the pain of your prospect, you’re not ever going to make them feel like they’re seen, heard, or understood.” Jon Benson, CEO at BNSN.
Follow Jon:
Jon Benson on LinkedIn: https://www.linkedin.com/in/jonbenson
Jon Benson on Instagram: https://www.instagram.com/itsjonbenson/
Jon Benson on X: https://x.com/itsjonbenson
Jon Benson on Facebook: https://www.facebook.com/itsjonbenson
Jon Benson on YouTube: https://www.youtube.com/channel/UCPDvmgurd-rym4pyPjviIuw
BNSN website: https://bnsn.ai/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
In this episode, Iskren Lilov, Global Marketing Manager at Muck Rack, discusses how the company is evolving from a traditional PR tool into an AI-powered communications platform that combines media monitoring and measurement, journalist intelligence, press release distribution, and generative engine optimization (GEO) capabilities.
The conversation explores why PR and communications teams are uniquely positioned to lead GEO initiatives, drawing on Muck Rack research showing that most AI-generated citations come from non-paid sources, with earned media playing a dominant role. Iskren introduces Generative Pulse, Muck Rack’s GEO monitoring solution, and explains the importance of measuring AI visibility through consistent, prompt-based tracking.
He also offers practical advice on communications measurement, including the need to establish frameworks before launching campaigns, focus on business outcomes rather than vanity metrics, and balance AI-powered efficiency with the human relationships that remain at the heart of successful media outreach.
About Muck Rack
Muck Rack is the AI communications platform where trusted data, human expertise, and embedded intelligence come together to drive clarity, speed and impact. Thousands of companies turn to Muck Rack to make sense of the media conversation around them and understand how their brand shows up in the news and in AI-generated answers. Muck Rack combines global media monitoring, Generative Engine Optimization (GEO) insights, social listening, trusted media data, AI automation, and analyst advisory to help organizations manage reputation, act quickly, and prove their impact across the PR workflow. Thousands of journalists also use Muck Rack’s free tools to showcase their work and analyze the news. Learn more at muckrack.com.
About Iskren Lilov
Iskren Lilov is the Global Marketing Manager of Muck Rack – the AI communications platform where trusted data, human expertise, and embedded intelligence come together to drive clarity, speed and impact. He is responsible for overseeing marketing activities across global markets, fostering strategic partnerships and communicating the value of media intelligence. Iskren is the author of the Circular Marketing Model™ that offers a paradigm shift for marketers in the age of AI, replacing the classic understanding of the funnel with a sustainable circular model. As one of the leading young voices in the industry, Iskren is also an author, GEO consultant for major brands, and university-level lecturer in strategic marketing and comms. He leads the AMEC Comms Taskforce and maintains an active role in collaborative initiatives throughout the media intelligence and communication industries. Prior to his current role, Iskren has experience in marketing, PR, and event management in the NGO and cybersecurity sectors.
Time Stamps
00:00 Welcome and Guest Intro
02:38 What Muck Rack Does
03:23 Global Reach Beyond US
04:19 PR Role in GEO Era
06:38 Getting PR to Lead GEO
08:45 Generative Pulse and GEO Metrics
11:00 Proving PR Value Without Vanity
13:37 Better Measurement Playbook
17:45 Finding Journalists With AI
19:35 Will AI Replace PR People
21:49 Rapid Fire and Wrap Up
Quotes
“”Impressions are not the number of people you've impressed." Very relevant to GEO visibility as well because impressions in isolation tell you nothing.” Iskren Liliv, Global Marketing Manager at Muck Rack.
Follow Eric:
Eric Frankel on LinkedIn: linkedin.com/in/iskren-lilov
Muck Rack website: https://muckrack.com/
Muck Rack on LinkedIn: https://www.linkedin.com/company/muckrack/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Elliot Kim, CEO of Checkbox, explores why online survey tools are now largely a solved problem—and why the real differentiator lies in the company behind the product. He explains how Checkbox is building a people-first, purpose-driven business focused on trust, transparency, and customer-centric policies.
Elliot also discusses Checkbox’s broad range of research use cases, and explains how its combination of cloud and on-premise deployment options gives organizations greater control over sensitive data and supports data sovereignty requirements.
The conversation also examines the challenges of modern B2B research, from identifying “dark” prospects outside CRM systems through awareness and perception surveys, to reaching niche audiences with small sample sizes. Elliot shares how persistence, creativity, trusted research panels, and aligned incentives all play a role in driving honest, high-quality responses.
About Checkbox
Checkbox is a research-grade survey platform trusted by enterprises and public-sector organizations since 2002. With both SaaS and self-hosted deployment options, Checkbox gives teams full control over their data while making it easy to design, distribute, and act on research at scale.
About Elliot Kim
Elliot Kim is the CEO of Checkbox and an engineer at heart with two decades of building and scaling products. Before leading Checkbox, he spent years growing engineering teams and developing people-focused cultures in high-growth environments. He's driven to solve real-world problems through ethical research, done right.
Time Stamps
00:33 Elliot’s Career Journey
02:43 Why Another Survey Tool
07:49 Who Uses Checkbox
09:17 Awareness and Perception
11:43 Reliable B2B Research
15:05 Getting Honest Answers
17:24 On Premise and Trust
20:39 Running Better Studies
Quotes
“I love solving problems, that’s why I’ll always be an engineer at heart. I feel like I’ve traded satisfaction from my own personal accomplishments for the satisfaction I get from the team’s accomplishments.” Elliot Kim, CEO at Checkbox
“By the time someone enters your CRM, they’ve already made most of their decision — and analytics can’t really tell you about the people who didn’t.” Elliot Kim, CEO at Checkbox
“Marketing is about serving people with honesty and connecting not with every person in the world, but finding the right people and the right audience.” Elliot Kim, CEO at Checkbox
Follow Elliot:
Elliot Kim on LinkedIn: https://www.linkedin.com/in/elliotykim/
Checkbox website: https://www.checkbox.com/
Checkbox on LinkedIn: https://www.linkedin.com/company/checkbox-com/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favorite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Eric Frankel, CEO of AdGreetz, discusses how AI-powered personalisation is reshaping the future of advertising. Eric explains why so much digital marketing still relies on generic, one-size-fits-all messaging, despite the wealth of customer data available to brands today. He shares how AdGreetz helps companies create highly personalized ads at scale, using AI and automation to deliver more relevant content that improves engagement and campaign performance.
The conversation explores the opportunities and challenges of mass personalisation, including how brands can balance relevance with privacy, maintain brand consistency across thousands of ad variations, and apply consumer marketing tactics to B2B campaigns. Eric also discusses the growing role of AI in creative production, why innovation is critical for marketers, and the importance of standing out in an increasingly crowded digital landscape.
About AdGreetz
AdGreetz is reimagining marketing for an AI-powered and personalised world. We empower brands, agencies, streamers and publishers to produce and deploy unlimited, data-driven, personalized video and display ads and CRM messages on 22 ad-tech & martech channels.
BizGreetz AI®, empowers anyone to produce compelling video, display ads or freeform content in minutes simply by entering a brand name, URL or by prompting. The world's only platform integrated with 51 AI models (70+ versions and 10+ years of award-winning creative expertise distilled into our proprietary creative agents), BizGreetz AI® is a supercharged version of any video generator you may have seen. No other platform offers our robust and versatile capabilities (including Adobe, Google, OpenAI, ByteDance, Meta, Microsoft, Apple, Amazon, Higgsfield).
About Eric Frankel
Prior to founding AdGreetz, Eric Frankel was President of Warner Bros. Domestic Cable Distribution, where he oversaw the distribution (and often production) of the world’s largest TV and movie studio to broadcast, cable, pay-TV and new technologies. While running a multi-billion-dollar a year division, he led the industry to the development and adoption of new technologies, including on-demand video (SVOD & AVOD). He also created and successfully launched the first-ever broadband internet network, In2TV.. After 28 years at WB, in 2010, Eric left WB to launch AdGreetz and spearhead a new frontier of personalised advertising and now, AI creative with BizGreetz AI®.
Time Stamps
00:40 - Eric Frankel’s Career Background
02:22 - Why Ads Feel Generic
03:27 - AdGreetz and BizGreetz Explained
04:44 - AI and Personalisation Today
08:41 - How Mass Personalisation Works
12:15 - Misconceptions and Relevance
14:59 - Performance Uplift and Proof
18:17 - Creepy Versus Effective
20:53 - Brand Consistency Guardrails
24:33 - B2B Adoption Challenges
34:50 - Where to Learn More
35:44 - Closing Thanks
Quotes
“I barely ever saw an ad or marketing message that was relevant to me, because it was a world of generic, traditional, one-size-fits-all.” Eric Frankel, CEO of AdGreetz.
“When you get sick of the message, people may have just started to see it for the first time.” Eric Frankel, CEO of AdGreetz.
“We do smart, data-driven, relevant, personalised marketing that people pay attention to.” Eric Frankel, CEO of AdGreetz.
Follow Eric:
Eric Frankel on LinkedIn: linkedin.com/in/eric-frankel-bb79666
AdGreetz website: https://www.adgreetz.com/
AdGreetz on LinkedIn: https://www.linkedin.com/company/adgreetz
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Yega Kumarappan explores how sales enablement has evolved from simple content distribution into an AI-driven discipline focused on helping sellers close deals. He explains how Paperflite has grown into an agentic platform that supports sales teams across the entire deal lifecycle, spanning prospect intelligence, content intelligence, conversation intelligence, deal intelligence, and AI-powered coaching. These capabilities help sellers access the right information at the right time, track buyer engagement, and predict deal outcomes with greater confidence.
The conversation also highlights a broader shift in the market: ownership of sales enablement is moving from marketing to sales as AI makes its impact on revenue more measurable. Yega emphasizes that while content creation has become easier, distribution and ROI measurement are now the biggest challenges.
Finally, he reflects on the growing importance of “knowledge sovereignty”—the need for organisations to capture and leverage their unique expertise—arguing that this will be critical for standing out in a world of increasingly generic AI tools.
About Paperflite
Paperflite is a content experience and intelligence platform designed to help businesses maximise the impact of their content and drive stronger audience engagement. It enables teams to easily discover the most relevant content across the organisation, share it seamlessly across multiple channels, and track how audiences interact with it.
With a strong focus on user experience, Paperflite delivers a visually engaging way for prospects, customers, and partners to consume content. Its built-in analytics engine provides deep insights into buyer behaviour, helping teams understand what resonates and take the right actions to improve conversations and conversions.
About Yega Kumarappan
Yega Kumarappan is the co-founder and Chief Product Officer of Paperflite. Former Head of Technology Prototyping at Cognizant, Yega spent over a decade building and prototyping innovative solutions for global enterprises before founding Paperflite in 2016. Known for his futurist perspective, Yega focuses on shaping how modern sales and marketing teams use content, data, and AI to drive better customer engagement and outcomes.
Time Stamps
00:00 - Introduction to Yega Kumarappan and His Career Journey
02:42 - Why Paper Flight Exists
11:23 - Who Buys Enablement
13:14 - Distribution and ROI
16:04 - Inbound Marketing Strategy
19:15 - Knowledge Sovereignty in AI
22:30 - Marketing Advice and Mindset
27:23 - Where to Learn More
Quotes
“Sales enablement has moved from distributing content to actively helping sellers close deals.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite
“The real value is delivering the right knowledge at the exact moment it’s needed.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite
“Creating great content is no longer the hardest problem—distribution is.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite
“Whoever masters distribution wins.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite
“It’s not just about content anymore—it’s about proving its impact on revenue.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite
Follow Yega:
Yega Kumarappan on LinkedIn: https://www.linkedin.com/in/yegakumarappan/
Paperflite website: https://www.paperflite.com/
Paperflite on LinkedIn: https://www.linkedin.com/company/paperflite
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
In the latest episode of our Marketing Professionals series, Jackie Rutter, Vice President of Corporate Marketing at Menlo Microsystems, joins Mike to explore what it really takes to build and market a category-defining innovation.
From starting her career as an engineer to leading marketing at a fast-scaling deep tech company, Jackie shares why technical credibility, clarity, and customer-focused storytelling are essential, especially when your audience is made up of engineers and your product challenges decades of established thinking.
You’ll hear how Menlo Micro is redefining switch technology with its “Ideal Switch” platform, and why success in this space isn’t about hype but education, proof, and trust.
The conversation also dives into the differences between large corporations and startup environments, highlighting the importance of focus and fast decision-making in driving rapid growth. Jackie shares insights on marketing to engineers, balancing brand building with commercial results, and how the role of sales is evolving in modern B2B.
About Menlo Microsystems
Menlo Micro sets a new standard for switches with the Ideal Switch, a chip-scale platform that overcomes performance, efficiency, and scalability bottlenecks of electromechanical relays (EMRs) and semiconductor-based switches.
It’s the first disruptive switching technology in over 30 years and the only platform scalable across both power and frequency domains. The Ideal Switch enables smaller, lighter, faster, more reliable, and energy-efficient systems. From AI and quantum compute to aerospace, defense and power electronics, the Ideal Switch eliminates bottlenecks and reduces the total cost of ownership across today’s most demanding applications.
Menlo Micro unlocks new possibilities. For more information, visit www.menlomicro.com or follow the company on LinkedIn.
About Jackie Rutter
Jackie Rutter is a seasoned marketing and business leader with over 25 years of experience driving growth across global technology markets. As Vice President of Corporate Marketing at Menlo Micro, she leads the company’s worldwide marketing and communications strategy, delivering measurable impact including doubling revenue in the past year and expanding Menlo Micro’s presence in critical applications including GPU/CPU & HPC T&M, Quantum Compute, AI Data Centers and Industrial Automation.
Previously at Analog Devices, Jackie was instrumental in scaling the business from $3.5 billion to over $12 billion in revenue, leading high-profile acquisitions, global marketing programs, and demand-generation initiatives that strengthened ADI’s position in energy, mobility, and industrial markets.
Jackie has a proven track record of building high-performing teams, developing scalable marketing strategies, and driving market share growth. She is an active advocate for women in engineering and technology, contributing to IEEE and the GSA Women Leadership Initiative, and regularly shares her leadership insights at industry events.
Time Stamps
00:00:00 - Introduction to Jackie Rutter and Her Career Journey
00:04:00 - Understanding Menlo Microsystems and Its Technology
00:06:50 - Marketing Challenges in Redefining a New Category
00:09:10 - Building Credibility in Marketing to Engineers
00:10:40 - Learning from Early Marketing Missteps
00:12:10 - Balancing Brand Building with Lead Generation
00:15:40 - Creating Effective Thought Leadership Content
00:18:30 - The Role of Sales in Modern B2B Marketing
00:24:30 - Closing Remarks and Contact Information
Quotes
"Even the most powerful innovations, the most powerful technologies fail if people don't understand why it matters. What's the impact to the end application? What's the impact to the end user?" Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro.
“You need clarity, you need focus, you need passion, you need very, very fast decision-making. So that environment is what's enabled us to double revenue in under a year, which is something that's pretty impressive." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro.
"What MEMS switches is a totally disruptive platform. So it eliminates trade-offs in engineering, mainly on size, on weight, on power consumption and the amount of power density that it drives." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro.
"Category creation means education first, right? You can't start selling something that people don't even know they've got a problem with. So it's about education." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro.
"Engineers want clarity, they want data, they want transparency, honesty.” Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro.
Follow Jackie:
Jackie Rutter on LinkedIn: https://www.linkedin.com/in/jackie-rutter/
Menlo Micro website: www.menlomicro.com
Menlo Micro on LinkedIn: https://www.linkedin.com/company/menlo-micro
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Katherine Mayer, Product Manager at Kapwing, a cloud-based video editing platform, joins the podcast to discuss how video editing is evolving with AI and how marketers can create high-quality content more efficiently than ever before. The discussion covers the unique advantages of browser-based editing, the integration of AI tools, and how Kapwing serves a diverse range of users, from individual creators to marketers.
Katherine emphasizes the importance of combining human creativity with AI, highlighting how Kapwing facilitates collaboration and simplifies the editing process. She also addresses common mistakes marketers make when creating video content and the specific challenges faced by B2B marketers.
About Kapwing
Kapwing is an AI-powered creation platform built for creators, marketers, and enterprise teams. By blending a fast-moving product culture with cutting-edge technology, Kapwing stays ahead of content trends and makes video creation accessible to everyone.
About Katherine Mayer
Katherine Mayer is a Brooklyn-based Product Manager with 3 years of experience building AI-powered products at Kapwing. She specializes in 0-to-1 product development, AI/ML strategy, and monetization. She has launched tools like an AI dubbing product with 30k monthly active users and a text-to-speech tool scaling to 128k MAU.
Time Stamps
00:00:18 - Guest Introduction: Katherine Mayer from Kapwing
00:01:44 - Overview of Kapwing and Its Customer Solutions
00:02:46 - The Role of AI in Video Editing at Kapwing
00:08:35 - How Kapwing Supports Marketers
00:09:50 - Repurposing Content for Marketing Efficiency
00:12:10 - Examples of Impactful Marketing Videos
00:14:28 - Common Mistakes in Video Production
00:17:01 - B2B Marketing Video Considerations
00:18:25 - Future of AI in Video Marketing
00:21:09 - Best Marketing Advice for Professionals
00:23:12 - Advice for New Marketing Professionals
00:24:46 - How to Get Started with Kapwing
Quotes
"AI can be used on top of that to sort of enhance the process to automate some of these more monotonous tasks that take a long time and are expensive." Katherine Meyer, Product Manager at Kapwing.
"I really think it's valuable to be able to learn more about what you want in your career by connecting with your coworkers and other professionals in the space." Katherine Meyer, Product Manager at Kapwing.
"I think that it is, in some ways, there's maybe more trust built when you hear someone and can see someone speaking the words that they're sharing." Katherine Meyer, Product Manager at Kapwing.
Follow Katherine:
Katherine Meyer on LinkedIn: https://www.linkedin.com/in/katmeyer
Kapwing website: https://www.kapwing.com/
Kapwing on LinkedIn: https://www.linkedin.com/company/kapwing
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Anna Tsymbalist, Head of Account-Based Marketing (ABM) at Influ2, explores the rapid rise of ABM and its impact on modern B2B marketing.
She unpacks the evolution of Influ2’s platform, highlighting how it enables marketers to target specific decision-makers, build dynamic audiences, and track contact-level intent and engagement with precision. Anna explains why this shift—from account-level to person-level marketing—has been critical for delivering more relevant, measurable campaigns.
Throughout the conversation, Anna emphasizes that successful ABM hinges on tight alignment between marketing and sales, long-term strategy, and a deep understanding of buyer behavior. She also discusses common pitfalls, such as over-reliance on intent data and lack of cross-team coordination.
About Influ2
Influ2 is a B2B marketing platform built to bring precision and transparency to account-based marketing. Instead of targeting entire accounts, Influ2 enables marketers to reach specific decision-makers within buying committees, delivering highly personalized ads and tracking engagement at the individual level. By connecting marketing activities directly to sales outcomes, Influ2 helps teams align more effectively, optimize campaigns with real data, and drive measurable revenue impact.
With Influ2, you can act on contact-level intent, reach specific buyers with ads, and make the revenue impact clear. 180+ enterprises and mid-market companies worldwide, including industry leaders such as Capgemini, AppsFlyer, and Hexaware, love the Influ2 technology.
About Anna Tsymbalist
Anna's expertise has fueled 123% growth in ABM-generated revenue at Influ2, and contributed to a $52.5M Series B fundraising round at Shelf, alongside a year of 4x ARR growth. Anna is passionate about data-driven ABM campaigns that convert top-tier accounts.
Time Stamps
00:00:17 - Guest Introduction: Anna Tsymbalist
00:04:12 - Influ2 Overview and Its Role in ABM
00:04:30 - Challenges in ABM and the Need for Precision
00:08:07 - Contact-Level Targeting vs. Account-Level Targeting
00:12:39 - Key Elements for Successful ABM Campaigns
00:15:03 - The Importance of Data and Timing in ABM
00:17:57 - Common Mistakes in ABM Campaigns
00:26:18 - Best Marketing Advice Received
00:27:13 - Advice for New Marketing Graduates
Quotes
"ABM is like this interesting mixture of strategic campaigns, demand gen and content, basically.” Anna Tsymbalist, Head of Account Based Marketing at Influ2.
"Human behavior is at the core of any purchase. And that's what I always keep in mind that people are people and they're going to be behaving the way people behave." Anna Tsymbalist, Head of Account Based Marketing at Influ2.
“ABM is not just a marketing initiative. So ABM can't be something that a couple of marketers are doing in their free time because it's just not going to work that way.” Anna Tsymbalist, Head of Account Based Marketing at Influ2
Follow Anna:
Anna Tsymbalist on LinkedIn: https://www.linkedin.com/in/anna-tsymbalist
Influ2 website: https://www.influ2.com/
Influ2 on LinkedIn: https://www.linkedin.com/company/influ2/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favorite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Anton Koenig, Co-Founder and CEO of VideoGen, an innovative video editing platform that utilizes AI technology and highlights how AI now supports semi-professionals and professionals in producing high-quality video content.
Anton emphasizes the importance of combining AI-generated content with user-driven editing to enhance video quality and engagement. The episode also covers common mistakes marketers make in video production and offers insights into the future of video content creation.
About VideoGen
Founded by Anton Koenig and David Grossman in their college dorm rooms, VideoGen has grown to over 4 million users across 190+ countries. They are backed by the world’s top early-stage investors including Y Combinator and Rebel Fund. As video becomes the dominant form of communication, their mission is to democratize video creation with AI, helping millions express themselves and share ideas in the process.
About Anton Koenig
Anton Koenig is the co-founder and CEO of VideoGen. He previously interned at Amazon Web Services and left the UMass Amherst Computer Science program to build VideoGen full-time. He began freelancing in graphic design in middle school, which led to video editing, web design, and ultimately web development.
Time Stamps
00:00:41 - Anton's Background and the Origin of VideoGen
00:04:36 - Current Features and Functionality of VideoGen
00:10:15 - VideoGen's Impact on Marketing Strategies
00:11:59 - Common Mistakes Marketers Make with Video
00:13:36 - Balancing Quality and Quantity in Video Production
00:16:22 - VideoGen's Marketing Strategy and Promotion
00:17:56 - Future of Video Creation and AI Integration
Quotes
"The mistakes that we see is not copywriting themselves, just totally trusting the AI to write for them." Anton Koenig, CEO at VideoGen.
"The main driving force for more demand for video is that the cost to stream video is going down and that more people's devices are supporting video." Anton Koenig, CEO at VideoGen.
"Creating videos is like a super important skill now and not a lot of marketers know how to do it." Anton Koenig, CEO at VideoGen.
Follow Anton:
Anton Koenig on LinkedIn: https://www.linkedin.com/in/antonckoenig/
VideoGen website: https://videogen.io
VideoGen on LinkedIn: https://www.linkedin.com/company/videogen/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Katie Jones, EVP of Marketing Operations at PathFactory explains how PathFactory personalizes content delivery for buyers, allowing them to navigate their purchasing journey without traditional barriers like content gating.
The discussion highlights significant changes in B2B marketing over the past four years, particularly the advancements in AI capabilities. Katie emphasizes the importance of focusing on pipeline generation rather than traditional lead metrics and the necessity of building strong relationships with sales teams and CFOs to measure marketing success effectively.
About PathFactory
Providing the right content to the right individuals at the right time has become essential to enabling B2B teams to hit revenue targets. PathFactory is a content intelligence and personalization platform that enables B2B marketers to create personalized content experiences for both accounts and individual buyers. With PathFactory, go-to-market teams access the industry's deepest and most detailed content engagement analytics to track buyer and content engagement throughout the entire buyer journey.
About Katie Jones
Katie Jones is the EVP of Marketing and Operations at PathFactory, responsible for leading the company’s marketing strategy and operational execution with a clear focus on pipeline and revenue impact. With more than eight years at PathFactory, she has built and scaled a strong marketing organization grounded in data, personalization, and buyer-centric experiences. Katie lives outside Toronto with her husband, two daughters, and their dog, Hank.
Time Stamps
00:00:17 - Guest Introduction: Katie Jones from PathFactory
00:01:50 - Overview of PathFactory's Services
00:05:43 - Addressing AI Concerns: Hallucinations and Accuracy
00:12:37 - Measuring Performance and Overcoming Delays
00:15:41 - Shifting Towards B2C Marketing Strategies
00:18:50 - Future Trends: The Evolution of Websites
00:21:55 - Key Marketing Advice for Success
Quotes
""You need to build a really strong relationship with your CFO. If your CFO doesn't understand the strategy and the way that you're going to market... then you're never going to be successful in your company." Katie Jones, EVP of Marketing Operations at PathFactory.
"You need to really understand your product and how that drives the strategy of the company. If you don't understand your product, you can't market it." Katie Jones, EVP of Marketing Operations at PathFactory.
"Understanding the product is huge in order to grow. Tools will keep changing, but the strategy in which your business is built on is the thing that will endure." Katie Jones, EVP of Marketing Operations at PathFactory.
Follow Katie:
Katie Jones on LinkedIn: https://www.linkedin.com/in/katie-jones-0188a12a/
PathFactory website: https://www.pathfactory.com/
PathFactory on LinkedIn: https://www.linkedin.com/company/pathfactory/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Alexandra Szynkarski, Head of EMEA Regional Marketing delves into Amplitude's unique position in the digital analytics space, highlighting how the platform goes beyond traditional metrics to provide deep insights into user behavior. Alexandra explains the importance of understanding customer needs and the role of data-driven decision-making in acquisition, retention, and monetization strategies.
She discusses the evolving role of marketing leaders, the significance of regionalization in messaging, and the impact of AI on the future of marketing. Alexandra also offers advice for aspiring marketers, emphasizing the importance of curiosity and a well-rounded understanding of various marketing disciplines.
About Amplitude
Amplitude is the leading AI digital analytics platform, helping over 4,500 customers—including Atlassian, Burger King, NBCUniversal, Square, and Under Armour—build better products and digital experiences. With powerful AI Agents embedded across the platform, Product, Marketing & Growth teams can analyze, test, and optimize user experiences faster than ever, making Amplitude a best-in-class solution and a top-ranked leader in multiple categories in G2’s Fall 2025 Report.
About Alexandra Szynkarski
Alexandra Szynkarski is a Marketing Leader based in Paris, currently leading EMEA Regional Marketing at Amplitude, the AI Analytics Platform. She specializes in go-to-market strategies, regional growth, and building high-impact programs that impact business revenue. With experience scaling B2B technology across Europe, she's passionate about helping teams turn data into better customer experiences.
Time Stamps
00:00:18 - Guest Introduction: Alexandra Szynkarski
00:02:25 - The Importance of Regionalization in Marketing
00:03:12 - Overview of Amplitude's Product and Differentiation
00:08:11 - Amplitude's Application in B2B Marketing
00:11:22 - The Three Pillars: Acquisition, Retention, and Monetization
00:15:56 - Quality Demand Generation and Market Positioning
00:18:08 - Localization vs. Translation in Marketing
00:21:07 - The Future of Marketing Roles with AI Integration
00:24:48 - Advice for Aspiring Marketers
Quotes
"At the end of the day, it's really about trying to understand how your prospects and your customers are moving through the digital journey." Alexandra Szynkarski, Head of EMEA Regional Marketing at Amplitude.
"Our job is to make sure that the sales teams are speaking to those high intent buyers when it actually matters. It's not about volume; it's very much about quality." Alexandra Szynkarski, Head of EMEA Regional Marketing at Amplitude.
Follow Alexandra:
Alexandra Szynkarski on LinkedIn: https://www.linkedin.com/in/alexandra-szynkarski-b1472926
Amplitude website: https://amplitude.com/
Amplitude on LinkedIn: https://www.linkedin.com/company/amplitude-analytics/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Andrea Rosi, Head of Operations and Marketing at StatSocial, shares her career journey and offers insights into how StatSocial helps brands understand audience interests, media preferences, and influencer relationships to drive more effective marketing strategies.
She highlights the importance of an audience-first approach, especially in B2B marketing, where looking beyond job titles to understand people as individuals leads to more authentic and meaningful connections. Andrea also breaks down StatSocial’s marketing mix, spanning paid search, social media, and event marketing, and discusses the ongoing challenge of balancing long-term brand building with short-term lead generation.
About StatSocial
StatSocial is a people-based intelligence platform that delivers identity-resolved, AI-ready audience data built from public social behaviour across major platforms. Powered by StatSocial's Identity Graph and Knowledge Graph, the platform enables audience insights, influencer strategy, targeting, and exposure-based measurement. Leading brands and agencies use StatSocial to understand real audiences, improve marketing decisions, and quantify impact across paid, earned, and owned channels. Learn more at StatSocial.com
About Andrea Rosi
Andrea Rosi is a leading marketing and operations expert with over 10+ years experience working with Fortune 500 companies in the marcom technology space. Her background includes expertise in go-to-market strategies, product and content marketing, product management and sales.
Time Stamps
00:00:18 - Guest Introduction: Andrea Rossi
00:01:46 - Overview of StatSocial's Product
00:02:18 - Understanding Audience Insights
00:06:01 - Benefits for B2B Companies
00:10:12 - Risk Aversion in B2B Marketing
00:14:19 - Balancing Data and Creativity
00:14:33 - StatSocial's Marketing Strategy
00:16:08 - Measuring Event Marketing Success
00:18:00 - Budgeting for Branding vs. Lead Gen
00:19:06 - Future of Marketing and AI
Quotes
"I think one of the biggest challenges in B2B is that engaging, analyzing and engaging audiences has been fairly limited to people's title." Andrea Rosi, Head of Operations and Marketing at StatSocial.
"It's been a really critical gap is being able to enable clients to take an audience first approach to their influencer programs. I can't tell you how many times we've spoken to clients that previously would choose influencers based on reach and engagement metrics." Andrea Rosi, Head of Operations and Marketing at StatSocial.
"It's hard to find a balance sometimes... you don't necessarily know what movement is going to go viral. So you use data to the best of your ability." Andrea Rosi, Head of Operations and Marketing at StatSocial.
Follow Andrea Rosi:
Andrea Rosi on LinkedIn: https://www.linkedin.com/in/andrea-rosi-343b8158/
StatSocial website: https://www.statsocial.com/
StatSocial on LinkedIn: https://www.linkedin.com/company/statsocial/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Oktopost’s VP of Marketing, Adi Krysler, joins the podcast to discuss how the platform is reshaping the way B2B companies approach social media. She explains why Oktopost was built specifically for the needs of B2B marketers—where relationships, attribution, and measurable business impact matter most—and how its social suite unifies publishing, employee advocacy, and social listening in one platform.
Adi also shares how Oktopost empowers employees to become authentic brand ambassadors, strengthening trust and expanding reach far beyond traditional corporate channels. She explores the changing landscape of B2B marketing, the increasing overlap with B2C strategies, and what modern marketing leaders need to prioritise as expectations and technologies continue to evolve.
About Oktopost
Oktopost is a B2B social media management platform that helps marketing and revenue teams drive engagement, measure success, and link social media to revenue growth. Trusted by thousands of marketing professionals at some of the world's leading B2B technology and professional services companies, Oktopost offers a comprehensive suite of solutions for social media publishing, employee advocacy, social analytics, social listening and marketing intelligence, all in one platform.
About Adi Krysler
Adi is a seasoned marketing leader with an MBA and over 15 years of experience driving impactful marketing strategies in both corporate and startup environments, with companies like Wix.com, SAP, and Oktopost.
Skilled in building go-to-market strategies, product positioning, and brand growth, she combines analytical insight with creative execution to elevate business outcomes. With deep expertise in SaaS and B2B marketing, she helps shape high-performing marketing initiatives, fostering cross-functional collaboration and bringing visionary leadership to the tech marketing landscape.
Time Stamps
00:00:00 - Introduction to the Podcast and Guest
00:02:49 - Overview of Oktopost's Services
00:05:58 - Measuring Impact of Employee Advocacy
00:07:30 - Oktopost's Unique Position in B2B
00:11:24 - Balancing Organic and Paid Social Strategies
00:15:47 - Influencer Marketing in B2B
00:19:14 - Future of the VP of Marketing Role
00:20:36 - The Importance of Choosing the Right Tools
00:21:12 - Best Marketing Advice Received
00:22:11 - Advice for New Marketers
Quotes
"In B2B, every relationship counts, every conversation has weight, every touchpoint can influence the buying decision." Adi Krysler, VP of Marketing at Oktopost.
"We founded Octopost with the belief that B2B companies deserve their own dedicated platform that is built for these longer buyer journeys and for the multiple stakeholders." Adi Krysler, VP of Marketing at Oktopost.
"The experiences that B2B buyers are looking for are getting more similar to the B2C, where everything is very fast and it's visual and it's personalized." Adi Krysler, VP of Marketing at Oktopost.
Follow Adi:
Adi Krysler on LinkedIn: https://www.linkedin.com/in/adikrysler/
Oktopost website: https://www.oktopost.com/
Oktopost on LinkedIn: https://www.linkedin.com/company/oktopost/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Emily Thompson, Marketing Manager at CoSchedule, joins the podcast to share practical strategies for building smarter, more consistent social media content.
She explains how marketers can use content pillars, batching, and realistic posting goals to stay organised and authentic, and explores the differences between B2B and B2C strategies—where creativity and trust are key to engagement and long-term success.
Emily also highlights how CoSchedule’s AI-driven workflows help teams streamline planning, automate repetitive tasks, and maintain a consistent publishing cadence across channels—all within a single, easy-to-manage platform.
About CoSchedule
CoSchedule is the marketing industry’s leading provider of content calendar, content optimization, and marketing education products. Its dynamic family of agile marketing management products serve more than 50,000 marketers worldwide, helping them organize their work, deliver projects on time, and prove marketing team value.
Collectively, CoSchedule products empower nearly 100,000 marketers to complete more high-quality work in less time. As recognized with accolades from Inc. 5000, Gartner’s Magic Quadrant, and G2Crowd, CoSchedule is one of the most valued companies its customers recommend. To learn more about CoSchedule, visit https://coschedule.com
About Emily Thompson
Emily Thompson recently joined CoSchedule as Marketing Manager, after two decades in B2B and B2C marketing content strategy. When people don't know what that means, she describes herself as the one who helps businesses answer the questions, "What needs to be said and how do we say it?" For her, there’s nothing more exciting than seeing marketing messaging land with precision and impact. Except maybe 49er football.
Time Stamps
00:00:18 - Meet Emily Thompson from CoSchedule
00:02:31 - Overview of CoSchedule's Product
00:06:26 - AI Integration at CoSchedule
00:08:07 - B2B vs. B2C Marketing Perspectives
00:12:04 - Common Mistakes in Social Media Marketing
00:14:00 - Empowering Employees to Post on Social Media
00:16:48 - Measuring Success in Social Media
00:25:16 - Best Marketing Advice Received
00:28:03 - Closing Remarks and Contact Information
Quotes
"The number one thing I say about AI is it's only as smart as the person who's talking to it." Emily Thompson, Marketing Manager at CoSchedule.
"CoSchedule just does it all in one. So it's a great tool reduction software and really affordable option for marketers as budgets are shrinking and we need to work smarter and faster." Emily Thompson, Marketing Manager at CoSchedule.
"At the end of the day, you're creating trust and building relationships with your audience, whether you are B2B or B2C." Emily Thompson, Marketing Manager at CoSchedule.
Follow Emily:
Emily Thompson on LinkedIn: https://www.linkedin.com/in/emily-thompson-68468084/
CoSchedule website: https://coschedule.com/
CoSchedule on LinkedIn: https://www.linkedin.com/company/coschedule/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
RS Raghavan, CEO and Co-Founder of Animaker, joins the podcast to share how his passion for visual storytelling inspired a platform that makes video creation as easy as building a PowerPoint.
RS explains how Animaker has evolved from a simple editing tool into an AI-powered platform that lets anyone generate videos from text prompts, turning what once took weeks into minutes. He discusses how marketers use video to boost engagement across sales, training, and social media, and why storytelling remains the key to standing out.
He also touches on the importance of brand consistency, creativity, and continuous learning, offering practical insights for marketers looking to harness the power of video in a fast-changing digital landscape.
About Animaker
Animaker is one of the world’s leading AI-powered creative platforms that helps businesses build studio-quality videos in minutes. From L&D professionals & trainers, marketers to educators, entrepreneurs and enterprises, anyone can simplify video creation and marketing at scale with Animaker and its suite of AI tools. Serving over 30Million users worldwide, Animaker's AI suite includes Steve AI, Vmaker AI, Show (AI Marketers), and Picmaker that enables organizations to harness AI for smarter storytelling, faster content productions, and stronger customer engagement.
About RS Raghavan
RS Raghavan is the CEO & Co Founder of Animaker Inc, a leading double AI patented SaaS startup in the visual content creation space with over 30M + users.
With a background in technology and a passion for creativity, Raghav has helped numerous Fortune companies run successful marketing & video campaigns and L&D training sessions. He strongly believes creativity can solve big problems and has delivered keynote talks at top conferences worldwide. RS has received several accolades, including the CII Startupreneur Award and Tech Entrepreneur of the Year He is also involved in initiatives like Say No to Cancer and Education for All.
Time Stamps
00:00:18 - Meet RS, CEO and Co-Founder of Animaker
00:03:06 - Creating Videos with Animaker
00:04:44 - Simplifying Video Production
00:07:38 - Standing Out in a Crowded Video Space
00:12:50 - Video's Role in the Sales Process
00:16:02 - Design Teams vs. DIY Video Creation
00:18:50 - Future Trends in Video Marketing
00:21:13 - Final Thoughts and Marketing Advice
Quotes
"Standing out comes from the story. You can literally have the same character, same background, same all of it. But still, you want to create the engagement that comes from the story." RS Raghavan, CEO and Co-Founder of Animaker.
"If you're doing a product launch, have a nice video to it. There is no excuse of not having a video to any of your product launches in the initial days." RS Raghavan, CEO and Co-Founder of Animaker.
"Marketing starts before even your product development starts. The moment a feature or something we have developed, the first thing goes in my mind is like, how come the customer is going to receive it?" RS Raghavan, CEO and Co-Founder of Animaker.
Follow RS:
RS Raghavan on LinkedIn: https://www.linkedin.com/in/rsraghavan/
Animaker website: https://www.animaker.com/
Animaker on LinkedIn: https://www.linkedin.com/company/animaker/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
As people move away from traditional search engines and turn to AI tools for answers, Leah Nurik, Co-Founder and CEO of Brandi.ai, joins host Mike Maynard to explore how this change is transforming the way brands build visibility.
Leah shares how her background in tech and agency leadership led to the creation of Brandi, a platform that helps companies influence how AI engines like ChatGPT, Gemini, and Claude understand and present their brands.
She explains why Generative Engine Optimization (GEO) is emerging as the new SEO, how brands can take control of their visibility in AI-driven search, and what it takes to stay relevant as the rules of digital discovery evolve.
Leah also discusses the human side of marketing in the AI era, and why critical thinking, creativity, and authenticity still matter as much as data and algorithms.
About Brandi
Brandi is the first intelligence-driven platform built on Generative Engine Optimization for brand visibility. It helps improve brand presence in AI-generated answers from engines like ChatGPT, Claude, Gemini, and Perplexity. In today’s landscape—where brand discovery increasingly happens through generative AI—Brandi provides the insights and tools to help your company earn recognition as a trusted answer.
About Leah Nurik
Leah Nurik is CEO and Co-Founder of Brandi. Leah has worked with over 400 growth-stage software companies in her 20-plus year career. She’s held senior strategy, product, and marketing leadership positions at Motorola, Symbol Technologies, Infowave, and others. She also founded and led Gabriel Marketing Group, an award-winning global public relations, branding, and integrated marketing agency focused on B2B SaaS companies. Leah’s expertise spans digital, public relations, content marketing, product marketing, and go-to-market strategy.
Time Stamps
00:00:17 – Guest Introduction: Leah Nurik
00:02:07 – Jumping from agency leadership to developing Brandi
00:03:19 – What is GEO
00:09:13 – How can brands use Brandi to boost AI visibility
00:15:45 – What markets does Brandi support
00:16:38 – What is Brandi’s go-to-market strategy
00:18:34 – The future of AI search
00:23:52 – Best Marketing Advice Received by Andy
00:24:22 – Advice for New Marketers
00:26:07 – Contact details and Brandi demos
Quotes
“The paradigm of internet search is completely shifting. If you’re not on the train, you’re not leaving the station.” Leah Nurik, Co-Founder and CEO at Brandi.
“Generative AI search will overtake traditional search. Ignoring it is like buying a horse when everyone else is driving a car.” Leah Nurik, Co-Founder and CEO at Brandi.
“AI can get you about 85% of the way there, but you still need that human overlay to make the content authentic and mission-driven.” Leah Nurik, Co-Founder and CEO at Brandi.
“The marketers who will thrive in the age of AI are the ones who can think critically, solve complex problems, and bring human creativity to technology.” Leah Nurik, Co-Founder and CEO at Brandi.
“Brandi allows you not just to measure and monitor your brand’s performance, but also to influence how AI defines your market and how you’re represented in those conversations.” Leah Nurik, Co-Founder and CEO at Brandi.
“Our codified intelligence engine is what sets Brandi apart. It decodes customer pain points, listens to market conversations, and delivers real, directional advice marketers can act on.” Leah Nurik, Co-Founder and CEO at Brandi.
Follow Leah:
Leah Nurik on LinkedIn: https://www.linkedin.com/in/leahgabriel/
Brandi’s website: https://mybrandi.ai/
Brandi on LinkedIn: https://www.linkedin.com/company/mybrandi/
Brandi on X: https://x.com/mybrandi_ai
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Ben Smith, Marketing Director at Reachdesk, shares his journey from professional ice skater to marketing leader and dives into the power of gifting in B2B. He explains how Reachdesk helps businesses source, personalize, and automate gifting at a global scale, and why combining physical and digital experiences creates deeper customer connections.
Ben also discusses Reachdesk’s marketing strategy, the role of AI in modern marketing, and why personalization, creativity, and genuine relationship building are key to successful outreach.
About Ben
Meet Ben Smith, a dynamic marketing leader with a passion for driving strategic growth and creative impact. As a seasoned professional at Reachdesk, he’s helped brands build stronger connections, unlock new opportunities, and deliver customer experiences that truly engage. Known for translating big ideas into measurable results, Ben shares actionable insights on outbound and allbound strategies — from sparking pipeline to scaling engagement. Join us as he brings fresh perspectives and stories from the cutting edge of modern marketing.
About ReachDesk
At Reachdesk, we believe that strong relationships fuel success. Whether you're engaging prospects, celebrating customers, or recognizing employees, our platform makes it simple to deliver personalized moments that resonate at scale. As the only fully integrated gifting and swag solution, we empower go-to-market and people teams to:
- Strengthen connections with prospects, customers, and employees.
- Remove operational headaches with a seamless global fulfilment network.
- Measure the impact of every send, so gifting becomes a strategic advantage, not just a nice-to-have.
Time Stamps
00:00:00 - Introduction to Marketing B2B Tech Podcast
00:00:18 - Guest Introduction: Ben Smith from Reachdesk
00:00:41 - Ben's Unique Career Journey
00:01:42 - What Reachdesk Does
00:02:31 - Challenges of International Shipping
00:03:15 - The Importance of Physical Gifts in a Digital World
00:04:30 - Customer Use Cases for Reachdesk
00:05:55 - Navigating Gifting Mistakes and Concerns
00:07:36 - The Philosophy of Gifting in Marketing
00:09:02 - Marketing Strategies at Reachdesk
00:11:35 - Building Brand Reputation vs. Driving Leads
00:13:04 - Influencer Marketing in B2B
00:15:05 - Understanding the Buying Committee
00:18:00 - Identifying Gifting Touchpoints in the Customer Journey
00:22:04 - The Impact of Technology on Marketing
00:25:21 - Advice for New Marketing Professionals
Follow Ben:
Ben Smith on LinkedIn: https://www.linkedin.com/in/bensmith-reachdesk/
Reachdesk website: https://www.reachdesk.com/
Reachdesk on LinkedIn: https://www.linkedin.com/company/reachdesk/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
For many marketers, managing data across different platforms is a constant headache. From pulling campaign metrics into Airtable to building reports that actually make sense, the process often eats up hours that could be better spent on strategy.
Andy Cloke, founder of Data Fetcher, joins the podcast to explore how no-code integrations can transform the way marketers work with data. Andy shares how Data Fetcher makes it simple to connect Airtable with your popular platforms, automatically update dashboards, and streamline reporting.
He also discusses the growing importance of APIs in marketing, why integrations are becoming non-negotiable, and how even non-technical professionals can harness these tools to work smarter.
About Data Fetcher
Data Fetcher is an Airtable extension that lets non-technical teams connect to any API without writing code. Launched in 2020 as one of the first extensions on the Airtable marketplace, it now serves hundreds of customers who pull data from over 5,000 different APIs.
The tool offers pre-built integrations for popular services like Google Analytics, Stripe, and OpenAI, plus the flexibility to connect to any REST or GraphQL API. Users can schedule automated syncs, transform incoming data, and build powerful workflows directly within their Airtable bases.
As a bootstrapped and profitable company, Data Fetcher focuses on sustainable growth rather than chasing venture capital metrics. The extension has been featured by both Airtable and G2.
About Andy Cloke
Andy Cloke is the founder of Data Fetcher, a bootstrapped SaaS that helps teams connect APIs to Airtable. After teaching himself to code and working as a freelance developer, he built and sold his first startup before launching Data Fetcher on the Airtable marketplace.
As a solo founder, Andy uses Twitter to share his experiments, failures, and wins openly to help other bootstrappers. He focuses on leveraging platform ecosystems to find underserved niches and advocates for staying focused on one project rather than chasing shiny objects.
Time Stamps
00:00:17 - Guest Introduction: Andy Cloke
00:01:49 - Previous MarTech Venture: TikTok Influencer Platform
00:02:39 - Introduction to Data Fetcher
00:05:10 - Ease of Use and Integration with Airtable
00:07:26 - Challenges Marketers Face with Data Tools
00:11:46 - No-Code Movement and Its Impact on Marketing
00:13:18 - Marketplace Insights for Software Vendors
00:19:27 - Leveraging AI in Marketing Workflows
00:20:25 - Best Marketing Advice Received by Andy
00:21:31 - Advice for New Marketers
Quotes
"Data Fetcher basically lets people have an escape patch, like a really flexible tool that lets them connect to anything, pulling the data from other places." Andy Cloke, Founder of Data Fetcher.
"An API is just a way of them saying, here's how you can get data out of this tool or write data into it in a kind of predictable, robust way." Andy Cloke, Founder of Data Fetcher.
"If SEO and YouTube are working, just focus on those, just double down and just nailing one or two channels is much more effective than trying to be everywhere and to everyone." Andy Cloke, Founder of Data Fetcher.
Follow Andy:
Andy Cloke on LinkedIn: https://www.linkedin.com/in/andycloke/
Data Fetcher’s website: https://datafetcher.com/
Data Fetcher on LinkedIn: https://www.linkedin.com/company/datafetcher/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
In this episode of Marketing B2B Technology, Mike sits down with Collin Crowell, VP of Growth for Kameleoon North America, an experimentation platform. Collin discusses the evolution of Kameleoon as a global player in the MarTech industry, emphasises the importance of data-driven decision-making, and explains how Kameleoon enables teams to easily build and test digital experiences.
Collin highlights the challenges B2B companies face in adopting experimentation and the need for curiosity and a willingness to explore new approaches. He also offers advice for aspiring marketers, stressing the importance of understanding their audience and leveraging AI tools to enhance productivity.
About Kameleoon
Kameleoon is an agentic experimentation platform built for modern product and marketing teams. With Prompt-Based Experimentation, any team can turn ideas into live tests in minutes. Once ideas prove their impact, Kameleoon delivers accurate results and gives teams the control to roll them out safely. Trusted by brands like Lululemon, Toyota, Mayo Clinic, and Canada Goose, Kameleoon makes experimentation simple, fast, and scalable across the organization.
About Collin Crowell
Collin Crowell is VP of Growth for Kameleoon North America, where he leads sales, marketing, and partnerships. He helps experimentation teams design and run tests their way, secure executive buy-in, and get the most out of their tech stack. Based near Whistler, Canada, he spends his free time skiing and mountain biking.
Time Stamps
00:00:43 - Colin's Background and Journey to Kameleoon
00:03:05 - Overview of Kameleoon and Its Experimentation Platform
00:06:11 - Multivariate Testing and Its Complexity
00:10:28 - Challenges in B2B Experimentation
00:15:05 - The Importance of Incremental Gains
00:18:02 - Growing Kameleoon: Balancing Brand and Leads
00:21:06 - The Importance of Being Present in Target Channels
00:23:09 - Innovative Campaigns: Hot Ones and Qualtrics
00:26:00 - Best Marketing Advice Received
00:27:29 - Advice for New Marketers: Embrace AI
Quotes
“"If you can make that process as easy as possible for all of those teams, then the company becomes more data driven.” Collin Crowell, VP of Growth for Kameleoon North America.
"We all need to just work together to build better digital experiences. If you can make that what was really technically hard and difficult easy, then you're enabling those marketers to build out those digital experiences." Collin Crowell, VP of Growth for Kameleoon North America.
"If the company or the team is not interested in being data-driven or has some executive that refuses to acknowledge that there could be a different way of working, then we probably aren't going to play well in that space." Collin Crowell, VP of Growth for Kameleoon North America.
Follow Collin:
Collin Crowell on LinkedIn: https://www.linkedin.com/in/collincrowell/
Kameleoon’s website: https://www.kameleoon.com/
Kameleoon on LinkedIn: https://www.linkedin.com/company/kameleoon/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
We’re joined by Mikael Dia, founder and CEO of Funnelytics, a visual journey mapping tool built to help marketers optimize conversions and better communicate strategy.
Mikael shares how the rise of multi-touch, non-linear customer journeys inspired Funnelytics, and how the platform goes far beyond funnel mapping to uncover what drives results. We explore how marketers are using visualization to align teams, boost performance, and turn complex data into clear, actionable insights.
About Funnelytics
Funnelytics is a visual funnel analytics platform designed to help marketers track, analyze, and optimize the entire customer journey, without needing to be a data expert. By combining intuitive whiteboarding with powerful analytics, Funnelytics transforms complex data into clear, real-time visual maps that show exactly how users move through your marketing funnels.
Whether you're a hands-on marketer or prefer expert support, Funnelytics empowers you to grow smarter by identifying what’s working, what’s not, and where to focus next.
Time Stamps
00:00:18 - Guest Introduction: Mikael Dia
00:00:39 - Mikael 's Background and Journey in Digital Marketing
00:01:53 - The Evolution of Customer Journeys in Marketing
00:05:04 - Identifying the Core Problem Funnelytics Solves
00:08:36 - Understanding Funnelytics Customer Base
00:10:51 - Differences Between B2B and B2C Marketing Analytics
00:12:35 - Shifts in Customer Behavior Over the Years
00:14:29 - Sales Involvement in Selling Funnelytics
00:18:06 - The Importance of Branding in Marketing
00:20:07 - The Impact of AI on Marketing Trends
00:25:48 - How to Connect with Mikael Dia and Learn More About Funnelytics
Quotes
“Learn as much as you can about how the puzzle fits together...Marketing can be a machine, and it should be thought of as a machine. It shouldn't be thought of as how creative your next campaign is or what your logo look like and, and a lot of the stuff that falls under brand, it's all of it, it fits together to create a machine to turn strangers into customers. Learn as much about each puzzle piece to understand how can you architect that machine, for any company.” - Mikael Dia, founder and CEO of Funnelytics
Follow Mikael:
Mikael Dia on LinkedIn: https://www.linkedin.com/in/mikaeldia/
Funnelytics website: https://www.funnelytics.io/
Funnelytics on LinkedIn: https://www.linkedin.com/company/funnelytics-io/about/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
We welcome back Joel Harrison, founder of B2B Marketing and a leading voice in the industry. Four years after his last appearance, Joel shares how B2B marketing has evolved – impacted by COVID, political tensions, AI, and tariffs.
From the lasting power of podcasts to the shifting balance between brand and performance marketing, he explores the rise of human-centric strategies in B2B, the real impact of AI on MarTech, and why trust, influence, and advocacy are emerging as the new pillars of marketing success.
About B2B Marketing
B2B Marketing is the premier provider of insight and intelligence for marketers across all B2B sectors. Its Propolis community intelligence platform helps marketing teams become more effective and successful. The B2B Marketing Awards are the gold standard for excellence in B2B campaigns, while Ignite and the Global ABM Conference are among the most respected events on the B2B marketing calendar.
B2B Marketing’s offerings include an extensive content portfolio, such as the B2B Agencies Benchmarking Report, the B2B Marketing Podcast, and a suite of industry-focused training courses.
About Joel Harrison
Joel Harrison has spent over 20 years at the heart of the B2B marketing industry — as an editor, keynote speaker, ambassador, and evangelist — playing a pivotal role in shaping the dynamic sector we know today.
Today, Joel focuses on podcasting, public speaking, advisory work, and his upcoming book on thought leadership. He co-founded B2B Marketing magazine in 2004, establishing key industry events and the Propolis community. He remains co-owner and director of B2B Marketing (www.b2bmarketing.net), though he is no longer operationally involved.
Time Stamps
00:00:17 - Guest Introduction: Joel Harrison
00:00:44 - What Has Joel Been Doing Over the Last 4 Years?
00:02:54 - The Future of Podcasts
00:06:28 - Creating Valuable Conferences
00:08:40 - How Has the B2B Marketing Landscape Changed?
00:12:30 - Making B2B Marketing Less Boring
00:16:30 - The Impact of AI on the Marketing Stack
00:18:29 - The Rise of Influencer Marketing in B2B
00:24:20 - Best Marketing Advice and Career Tips
Quotes
“In the 22 years I’ve been doing this, I’ve never seen a period that even compares remotely.” Joel Harrison, founder of B2B Marketing
“The only thing you can be certain about is uncertainty.” Joel Harrison, founder of B2B Marketing
“B2B marketing has definitely got more human. And that’s a good thing.” Joel Harrison, founder of B2B Marketing
“AI isn’t the reason to buy a platform. The platform should solve a specific job — AI is just part of how it does it.” Joel Harrison, founder of B2B Marketing
“We can’t really envisage what the midterm future looks like right now — we’re just so early in the AI journey.” Joel Harrison, founder of B2B Marketing
“It’s not about being boring or not boring — it’s about being human and relevant.” Joel Harrison, founder of B2B Marketing
Follow Joel:
Joel Harrison on LinkedIn: https://www.linkedin.com/in/joelharrison/
B2B Marketing’s website: https://www.b2bmarketing.net/
B2B Marketing on LinkedIn: https://www.linkedin.com/company/b2b-marketing/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Alex Alexin, Head of Demand Generation at Insightful, shares how she found her way into marketing and ultimately into demand gen. She unpacks what demand generation really means today, beyond leads, and why data, analytics, and operations are at the core of effective strategy.
Learn how Insightful uses behavioral insights to refine personas, the evolving role of employee productivity tools, and how aligning sales and marketing on metrics drives better outcomes. Alex also shares a standout campaign that cut the sales cycle by 52% and highlights the value of testing, iteration, and curiosity in modern B2B marketing.
About Insightful
Insightful is a workforce analytics and productivity platform designed for modern teams looking to optimize performance, boost operational efficiency, and leverage data-driven workforce management. By integrating real-time activity tracking, behavioral analytics, and automated time mapping, Insightful simplifies employee monitoring, remote team oversight, and resource allocation, all within a single, intuitive platform.
Known for promoting productivity transparency, Insightful replaces scattered reports and multiple tools with a unified, real-time visibility layer that connects daily work directly to meaningful business outcomes.
Time Stamps
00:00:18 - Guest Introduction: Alex Alexin
00:00:42 - Alex's Career Journey
00:03:14 - Understanding Employee Monitoring
00:04:04 - The Purpose of Insightful's Software
00:05:36 - Reframing Employee Monitoring
00:06:15 - Marketing Approach Overview
00:06:33 - Defining Demand Generation
00:08:11 - Identifying Target Personas
00:12:06 - Balancing Brand Building and Demand Gen
00:12:23 - The Full Funnel Perspective
00:18:04 - SaaS vs. Other Industries
00:21:32 - Successful Campaigns and Learnings
00:24:25 - Key Marketing Advice
00:25:40 - Final Thoughts and Contact Information
Quotes
"I truly believe that the heart of demand generation is the operations behind it." – Alex Alexin, Head of Demand Generation at Insightful
"It's all about how work happens and how you can really help your workforce do better or those workflows and those processes be better." – Alex Alexin, Head of Demand Generation at Insightful
Follow Alex:
Alex Alexin on LinkedIn: https://www.linkedin.com/in/alexandraalexin/
Insightful website: https://www.insightful.io/
Insightful on LinkedIn: https://www.linkedin.com/company/insightfulio/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com, an A/B testing tool, joins the podcast to explore the world of B2B marketing and conversion rate optimization.
Eddie highlights how Convert.com is carving out a distinct space in the A/B testing world, emphasizes the challenges B2B marketers face, particularly around internal bureaucracy and slower adoption of testing strategies, and why agility remains a key differentiator.
Mike and Eddie discuss the critical role of curiosity in navigating today’s marketing landscape and how Eddie’s diverse background informs his approach.
About Convert.com
Convert is a privacy-first A/B testing and web experimentation platform built for fast-growing businesses and agencies. Known for its robust integrations, flexible experimentation framework, and ethical data practices, Convert helps teams optimize digital experiences without compromising user trust.
About Eddie Casado
Eduardo “Eddie” Casado is a systems thinker, builder, and connector who thrives at the intersection of growth, product, and partnerships. With an MBA and years of cross-functional experience, he’s known for turning ambiguity into traction and having a strong bias for action.
Curious by default and strategic by design, Eddie shares his wins, experiments, and lessons in public, helping other operators’ level up. He’s drawn to honest conversations about what works (and what doesn’t), and brings a deep respect for data, people, and long games.
Currently leading Affiliate & Technology Partnerships at Convert.com, Eddie is most energized when creating repeatable systems, learning from peers, and unlocking compounding results through aligned collaboration.
Time Stamps
00:00:17 - Guest Introduction: Eddie Casado
00:00:43 - Eddie's Career Background
00:03:40 - What Makes Convert.com Unique
00:06:59 - Maturity in MarTech and the Role of AI
00:09:23 - Challenges in B2B vs. B2C Marketing
00:10:35 - The Need for Improved Conversion Rates in B2B
00:14:04 - The Shift in B2B Customer Behavior
00:18:04 - Convert's Marketing Strategy
00:22:32 - The Role of AI in Marketing
00:24:26 - Best Marketing Advice and Career Tips
Quotes
"B2B needs to realize that people are not on LinkedIn to be sold on." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com
"The more value you can provide, the more top of mind you are. At the end of the day, the more consideration you'll have." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com
"I think we're just tired in B2B. We're tired of getting pitch slapped. We're tired of getting AI slapped with a generic message." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com
Follow Eddie:
Eddie Casado on LinkedIn: https://www.linkedin.com/in/eddie-casado/
Convert.com website: https://www.convert.com/
Radiate B2B on LinkedIn: https://www.linkedin.com/company/convert-com/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Mark Wheeler, CMO of Storyblok, shares insights into how Storyblock differentiates itself from other headless CMS providers, discusses the shift from traditional search to AI search, and how an API-first approach can enhance content visibility in the age of generative AI.
He offers valuable advice for marketers, encouraging them to focus on personalization and to be ambitious in their campaigns. He also advised those starting their marketing careers to embrace failure as a learning opportunity and to strive for impactful marketing that resonates with audiences.
About Storyblok
Storyblok is a headless CMS for marketers and developers who want to make a bigger, faster market impact. It frees you from the pain of legacy CMS platforms and empowers your teams to ship content quickly and build with complete flexibility.
Brands like Adidas, T-Mobile, and Renault use Storyblok to make content management fun and collaborative. It’s Joyful Headless™ and it changes everything.
About Mark
Mark Wheeler is the CMO of Storyblok and leads the marketing strategy and execution to drive business growth and redefine the CMS category. Recognized as a Top 100 B2B global CMO, he's dedicated to building communities for marketers and developers. With a deep understanding of digital experiences, Mark ensures Storyblok delivers exceptional value.
Previously, as CMO of LeanIX, he played a key role in doubling customers in two years and contributing to its successful acquisition by SAP. He has also held senior marketing roles at Nutanix, EMC, Sitecore, and Adobe.
Time Stamps
00:00:18 - Guest Introduction: Mark Wheeler, CMO of Storyblock
00:00:42 - Mark's Career Journey in Tech Marketing
00:01:46 - What is a Joyful Headless CMS?
00:05:09 - The Relationship Between Marketers and Developers
00:07:47 - Who Uses a Headless CMS Like Storyblock?
00:09:31 - The Importance of API-First CMS in AI Search
00:14:09 - AI Tools and Enhancements in Storyblock
00:16:13 - Marketing Challenges with Legacy Platforms
00:19:07 - Strategies for Reaching Marketers
00:21:08 - Successful Campaigns and Content Strategies
00:24:03 - Quickfire Round: Marketing Advice
Quotes
"The Joyful brand or the Joyful Headless brand came about through really just speaking to a lot of our existing customers and partners who just kept on expressing that it got rid of a lot of the pain that they'd been feeling with their previous CMS products." Mark Wheeler, CMO of Storyblok
“One of the brands that I think I most admire, particularly about 15 years ago, was HubSpot. And the reason I admired them in particular was because they really focused on their content marketing strategy." Mark Wheeler, CMO of Storyblok
"I think the best managers will always celebrate failures as much as they celebrate the successes. And the best marketers I've always met... wanted to do the bigger and more impactful things." Mark Wheeler, CMO of Storyblok
Follow Mark:
Mark Wheeler on LinkedIn: https://www.linkedin.com/in/markwheeler/
Storyblok website: https://www.storyblok.com/
Storyblok on LinkedIn: https://www.linkedin.com/company/storyblok/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales.
They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial.
Lars explains how Dreamdata addresses the challenge of data overload in B2B marketing by building robust data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions.
About Dreamdata
Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth.
About Lars Grønnegaard
Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights.
Time Stamps
00:00:43 - Lars's Career Journey and Founding Dreamdata
00:03:13 - Startup Environment in Denmark
00:05:30 - The Challenge of Data Clarity in Marketing
00:08:22 - Attribution vs. Incremental Sales Testing
00:10:39 - Long Buying Cycles in B2B
00:16:12 - Maintaining Data Models Over Time
00:19:17 - Freemium Model and Customer Trials
00:22:44 - Ad Spend and ROI Considerations
00:28:49 - Best Marketing Advice from Lars
00:29:39 - Advice for Aspiring Marketers
00:30:34 - Where to Learn More About Dreamdata
Quotes
"You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata
"The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata
Follow Lars:
Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard
Dreamdata’s website: https://dreamdata.io/
Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Emeric Ernoult, Co-Founder and CEO of Agorapulse, talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms.
He encourages B2B marketers to focus on providing value through educational and entertaining content and offers practical advice for leveraging team members and influencers to enhance social media engagement.
About Agorapulse
Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok.
About Emeric Ernoult
Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments.
Time Stamps
00:00:17 - Guest Introduction: Emeric Ernoult
00:02:07 - Differences Between the Bay Area and Europe for Startups
00:04:19 - Agorapulse: Solving Social Media Chaos
00:09:29 - B2B Marketing: Beyond LinkedIn
00:11:02 - Measuring Social Media Success
00:16:21 - The Challenge of Entertaining vs. Selling on Social Media
00:21:47 - Tips for B2B Marketers to Create Engaging Content
00:25:59 - Best Marketing Advice Received
00:28:34 - Advice for New Marketers
00:31:47 - Connecting with Emerick and Agorapulse
Quotes
"Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
"If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
"In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
"If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
Follow Emeric:
Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr
Agorapulse’s website: https://www.agorapulse.com/
Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies.
He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution.
He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consistent messaging.
About Brand Metrics
Brand Metrics’ is a technology company measuring brand lift at scale. Brand Metric’s unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com
About Sean Adams
Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry.
He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics.
Time Stamps
00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics
00:02:46 - Overview of Brandmetrics
00:03:56 - Understanding Brand Lift
00:05:30 - Challenges of Last-Click Attribution
00:11:22 - B2C vs. B2B Brand Measurement
00:12:45 - Importance of Brand in B2B Marketing
00:14:02 - Advice for B2B Marketers on Branding
00:16:16 - Examples of Brand Lift Success
00:20:43 - Brandmetrics Marketing Strategy
00:24:36 - Quickfire Questions: Marketing Advice
00:27:02 - Contact Information and Closing Remarks
Quotes
"Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics.
“One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics.
“If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics.
Follow Sean:
Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/
Brand Metrics website: https://www.brandmetrics.com/
Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Riaz Kanani, CEO and founder of Radiate B2B returns to the podcast to discuss the evolving landscape of B2B marketing. Mike and Riaz explore the shift in buyer behaviour, the rise of account-based marketing (ABM), and the importance of intent data in driving effective campaigns.
Riaz shares insights on common mistakes in ABM strategies and highlights the role of AI in shaping the future of marketing.
About Radiate B2B
Radiate B2B is a B2B advertising and intent data platform that helps companies reach their prospects at the right time, in the right place and with the right message. Radiate B2B has been nominated for Emerging Martech Vendor and UK Martech vendor of the year by B2B Marketing.
About Riaz Kanani
Riaz is the founder and CEO of Radiate B2B. Riaz has a history of building and scaling successful businesses and has been nominated for Entrepreneur of the Year multiple times. He is listed as a Top 25 global account based marketing thought leader by B2B Marketing and one of the Top Asian Stars in UK Tech by Diversity UK.
He built one of the world’s largest video advertising networks and after exiting to Silverpop, scaled their presence internationally. Silverpop helped to set out the best practice for B2B marketing a decade ago and was a leader in B2B marketing automation and content marketing before exiting to IBM to create its marketing cloud platform.
He has sat on the DMA email marketing council helping to set best practice for the email marketing industry, judge its awards and help shape data privacy and the use of data in the UK and Europe. He regularly writes and speaks on the BBC and elsewhere on the intersection between marketing, business and technology, its best practice and future trends.
Time Stamps
00:00:18 - Guest Introduction: Riaz Kanani
00:01:50 - The Shift in B2B Buyer Behavior
00:03:09 - Evolution of Account-Based Marketing (ABM)
00:06:34 - Common Mistakes in ABM Campaigns
00:09:07 - The Role of Intent Data in Marketing
00:15:22 - Customer Success Stories with Radiate B2B
00:19:20 - Using Radiate B2B for Internal Marketing
00:20:42 - Future of MarTech and AI Integration
00:23:00 - Final Thoughts on ABM and Marketing Trends
00:23:19 - Best Marketing Advice Received
00:24:16 - Advice for Aspiring Marketers
00:25:23 - Conclusion and Invitation for Future Discussions
Quotes
"By the time they reach your website to convert, 70-80% of those companies have already shortlisted who they want to buy from." Riaz Kanani, CEO and Founder at Radiate B2B.
"If you don't have a level of insight which tells you whether they're coming into market or they're in market, then there's a very high likelihood that project is going to fail." Riaz Kanani, CEO and Founder at Radiate B2B.
"Intent data is merely a signal that attention is being given to a particular problem or area." Riaz Kanani, CEO and Founder at Radiate B2B.
Follow Riaz:
Riaz Kanani on LinkedIn: https://www.linkedin.com/in/riazkanani/
Radiate B2B website: https://radiateb2b.com/
Radiate B2B on LinkedIn: https://www.linkedin.com/company/radiateb2b/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Ganesh Chithambalam, Co-founder at Recotap, explores how account-based marketing is evolving and discussed the challenges marketers face when it comes to effectively marketing their products.
Learn how Recotap is enhancing ABM by using LinkedIn as a high impact advertising platform and empowering smaller SaaS companies to run personalised campaigns. Ganesh also unpacks key topics such as understanding buyer intent, avoiding common pitfalls in traditional ABM strategies, and creating messaging that resonates with target audiences.
About Ganesh
Ganesh Chithambalam is a seasoned entrepreneur with over 15 years of experience in the SaaS and marketing technology space. Before founding Recotap, he built and scaled 30+ high-growth SaaS products and a high-performance programmatic ad exchange. With a deep focus on performance marketing, automation, and account-based strategies, he brings a pragmatic, results-driven approach to solving complex B2B marketing challenges.
Ganesh is passionate about using data and technology to drive meaningful outcomes for marketing teams. Outside of work, he enjoys traveling, discovering local cultures, and experimenting in the kitchen.
About Recotap
Recotap is an Account-Based Marketing platform purpose-built for B2B marketers who want to run high-impact, personalised LinkedIn campaigns at scale. Designed to simplify complex ABM workflows, Recotap brings together data signals, audience segmentation, ad personalisation, and performance tracking into one unified platform.
By leveraging intent data, CRM insights, and website behaviour, Recotap helps marketing teams identify high-fit, in-market accounts and automatically activate 1:1 ad campaigns and personalised landing pages. Whether you're building awareness, accelerating pipeline, or influencing late-stage deals, Recotap enables full-funnel ABM execution with minimal effort.
Trusted by fast-growing SaaS and tech companies, Recotap is helping redefine how modern B2B teams approach demand generation, sales alignment, and marketing ROI.
Time Stamps
00:00:18 – Guest Introduction: Ganesh Chachambaland
00:00:43 – Ganesh's Career Journey and Founding RecoTap
00:03:38 – Challenges in Current ABM Campaigns
00:04:12 – Common Mistakes in ABM Marketing
00:06:24 – Intent Signals and Their Importance for SaaS
00:07:03 – Personalisation in ABM Campaigns
00:12:18 – Balancing Lead Generation and Brand Awareness
00:16:37 – Predictions for the Future of ABM and Marketing
00:18:26 – Valuable Marketing Advice Received
00:20:28 – Outro and Contact Information
Quotes
“The companies which are getting successful are the ones who are marketing it well.” - Ganesh Chithambalam, Co-founder at Recotap
"I think brand positioning and brand differentiation is very, very important.” - Ganesh Chithambalam, Co-founder at Recotap
Follow Ganesh:
Ganesh Chithambalam on LinkedIn: https://www.linkedin.com/in/ganesh-chithambalam/?originalSubdomain=in
Recotap website: https://www.recotap.com/
Recotap on LinkedIn: https://www.linkedin.com/company/recotap/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Empowering Marketers with AI – Sam Mallikarjunan – agent.ai
Discover how Sam Mallikarjunan, Growth Lead at agent.ai transitioned from being an AI skeptic to an advocate, and learn about the innovative platform that allows anyone to build and customize AI agents, regardless of their technical skills.
Mike and Sam explore what AI agents are, share real-world examples of how marketers can use them for tasks like research and content creation, and discuss how AI is reshaping the future of marketing roles.
About agent.ai
Agent.ai is the #1 professional marketplace where users can build, discover, and deploy trustworthy AI agents that deliver real-world value.
Founded in 2024 by Dharmesh Shah, co-founder and CTO of HubSpot, and led by Sam Mallikarjunan, Agent.ai empowers professionals to revolutionize their workflow across sales, marketing, and customer service through intelligent automation.
Since its launch at HubSpot’s INBOUND 2024, the platform has experienced explosive growth, amassing over 1.5 million users and hosting more than 1,200 public agents by early 2025. The platform distinguishes itself with its intuitive low-code agent builder, access to cutting-edge AI models, and a vibrant developer ecosystem.
About Sam Mallikarjunan
Sam Mallikarjunan is a growth strategist, entrepreneur, and the Growth Lead at agent.ai. He is the former CEO and co-founder of OneScreen.ai, a marketplace for out-of-home advertising, and previously served as Chief Revenue Officer at Flock.com and Head of Growth at HubSpot Labs, where he drove significant customer acquisition and revenue growth.
Sam is a former professor at Harvard University, where he taught Advanced Digital Marketing and Innovation, and he currently shares his expertise as a LinkedIn Learning Instructor. He is also the co-author of the bestseller Inbound Commerce - How to Sell Better than Amazon and frequently offers insights on AI, marketing, and business strategy
Time Stamps
00:00:18 - Guest Introduction: Sam Mallikarjanan from Agent.ai
00:01:41 - Overview of Agent.ai and Its Features
00:02:45 - Understanding AI Agents in Marketing
00:04:10 - Practical Applications of Agents for Marketers
00:10:34 - Target Audience: Individuals vs. Enterprises
00:12:57 - The Importance of AI Confidence in Marketing
00:17:27 - Future Changes in Marketing Roles Due to AI
00:19:59 - The Shift from Performance to Brand Marketing
00:22:44 - Best Marketing Advice Received by Sam
00:24:07 - Career Advice for Aspiring Marketers
00:27:15 - Conclusion and Closing Remarks
Quotes
"The more focused you try and make an AI, the more effective it's gonna be at whatever the task is that you're trying to have it do." Sam Mallikarjunan, Growth Lead at agent.ai
"The biggest challenge is getting people to become AI curious and AI confident." Sam Mallikarjunan, Growth Lead at agent.ai
"It was an interesting project because it's what helped turn me from an AI doomer into an AI boomer." Sam Mallikarjunan, Growth Lead at agent.ai
Follow Sam:
Sam Mallikarjunan on LinkedIn: https://www.linkedin.com/in/mallikarjunan/
agent.ai’s website: https://agent.ai/
agent.ai’s on LinkedIn: https://www.linkedin.com/company/pulsar-platform/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Francesco D’Orazio, founder of audience intelligence platform Pulsar, joins the latest episode of Marketing B2B Tech to share his journey from studying the internet's impact on society to founding Pulsar, a company that helps brands understand how people engage online.
He dives into the challenges of navigating the fragmented media landscape and how AI has become a crucial tool for analysing diverse data sources. Francesco also emphasises the importance of understanding narratives and public perception to uncover deeper insights about audience beliefs and behaviours.
About Pulsar
Pulsar is the world’s leading audience intelligence platform, harnessing rich data sets, AI and human minds, so clients can access nuanced and actionable insights that get straight to what matters most to their customers, their businesses and to society.
Time Stamps
00:00:18 - Guest Introduction: Francesco D’Orazio of Pulsar
00:00:42 – Francesco’s Career Journey
00:01:57 - The Rise and Fall of Virtual Worlds
00:05:40 – Overview of Pulsar
00:06:04 – Understanding Audience and Narrative Intelligence
00:10:11 - B2B vs. B2C Audience Engagement
00:15:06 - AI's Role in Data Analysis
00:16:22 - Forecasting Trends with Audience Data
00:20:01 - Best Practices for Utilizing Audience Listening Data
00:25:09 - Valuable Marketing Advice Received
00:27:15 - Closing Remarks and Contact Information
Quotes
"The thing that most companies get wrong is that they go with the one platform fits all approach in terms of how they communicate on these different channels." Francesco D’Orazio, founder of Pulsar.
“What AI has done is give us incredibly flexible tools for analysing data in a way that before was quite complex and required a lot of training or specific machine learning models." Francesco D’Orazio, founder of Pulsar.
"Different communities look at the same topic and brand in very different ways. So, your message should be aligned on how these messages are articulated by the different communities in an audience." Francesco D’Orazio, founder of Pulsar.
Follow Francesco:
Francesco D’Orazio on LinkedIn: https://www.linkedin.com/in/francescodorazio/
Pulsar’s website: https://www.pulsarplatform.com/
Pulsar on LinkedIn: https://www.linkedin.com/company/pulsar-platform/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
In the next episode of our marketing professionals series, Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated, shares his journey from engineering to marketing, and Diodes' approach to enhancing brand awareness, generating demand, and building strong customer relationships.
He offers valuable insights on how to effectively market to engineers, strike the right balance between bottom-of-the-funnel tactics and top-of-the-funnel branding, and emphasizes the importance of sales and marketing alignment.
About Diodes Incorporated
Diodes Incorporated (Nasdaq: DIOD), a Standard and Poor’s SmallCap 600 and Russell 3000 Index company, delivers high-quality semiconductor products to the world’s leading companies in the automotive, industrial, computing, consumer electronics, and communications markets. We leverage our expanded product portfolio of analog and discrete power solutions combined with leading-edge packaging technology to meet customers’ needs. Our broad range of application-specific products and solutions-focused sales, coupled with global operations including engineering, testing, manufacturing, and customer service, enable us to be a premier provider for high-volume, high-growth markets. For more information, visit www.diodes.com
About Gurmeet Dhaliwal
As the Head of Corporate Marketing and Investor Relations at Diodes Incorporated, Gurmeet Dhaliwal oversees both investor relations and corporate marketing. He has developed a robust integrated marketing strategy with a strong focus on digital marketing, utilizing both inbound and outbound tactics. Prior to his role at Diodes, Gurmeet led Corporate Marketing at Pericom, which was acquired by Diodes Incorporated in 2015. He has also held various senior marketing positions at prominent public companies, including CA Technologies, EMC, Cisco, Zarlink, and National Semiconductor.
Gurmeet holds an MBA from Saint Mary’s College in Moraga, CA, and a Bachelor’s degree in Electrical and Computer Engineering from UC Santa Barbara, CA.
Time Stamps
00:00:18 - Guest Introduction: Gurmeet Dhaliwal
00:02:51 - Overview of Diodes Incorporated
00:07:43 - Building a Marketing Strategy at Diodes
00:08:00 - Engaging with Engineers in Marketing
00:12:05 - Successful Marketing Campaigns
00:14:06 - The Role of Digital Marketing and Analytics
00:18:35 - Sales and Marketing Collaboration
00:19:58 - The Role of Sales in the Research Process
00:21:07 - Transitioning to Investor Relations
00:25:39 - Best Marketing Advice Received
00:27:59 - Advice for Young Marketers
00:30:14 - Closing Remarks and Contact Information
Quotes
“ We always talk about ROI in marketing, right? Return on investment. But sometimes you have to think of ROI as risk of ignoring.” Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated.
"Engineers like to get information on their own... they prefer doing their research... by the time they are ready to engage, they have already done their research." Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated.
"One of the things I do is every time is I think of is, how can I simplify this? How can I make it simpler?" Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated.
Follow Gurmeet:
Gurmeet Dhaliwal on LinkedIn: https://www.linkedin.com/in/dhaliwal/
Diodes Incorporated website: https://www.diodes.com/
Diodes Incorporated on LinkedIn: https://www.linkedin.com/company/diodes-incorporated/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
James McCann, CEO of Everhaze, an all-in-one PR platform, shares insights into the challenges PR professionals face today, particularly in proving ROI and managing media relations in a digital world.
He discusses how Everhaze aims to transform PR into actionable business intelligence, helping brands and agencies demonstrate the true value of their efforts.
James and Mike discuss on the role of AI in PR, the importance of building relationships with journalists, and the future of the industry as it adapts to new technologies
About Everhaze
Everhaze is a PR business intelligence platform that turns media campaigns and mentions into actionable BI through real-time narrative tracking, messaging consistency scores, big data insights and AI PR Executives.
Solving the problem of scalability in PR, Everhaze helps clients across the UK & Ireland with in-depth media monitoring across print, broadcast and online, detailed media intelligence through its intuitive media database, automation of PR campaigns and real-time media insights to ensure its clients can fully realise their reputation protection and management capabilities.
About James McCann
James is CEO of Everhaze, an AI enabled PR business intelligence platform that provides real-time reputation impact tracking through combined data sourcing across media database, media monitoring and narrative analysis capabilities.
He previously established ClearStory International, an international PR agency in 2017 building a team of 15 and sourcing international clients from North America, Europe, Middle East and Asia. He currently serves on the AI in PR Advisory Council for the Public Relations Institute of Ireland and is also a board member on Oglaigh Naisiunta Na hEireann, Ireland’s veteran charity. He was a former PR Campaign Manager for Web Summit. He was recently included in Business Plus Magazines 40 under 40 for PR professionals in Ireland.
Time Stamps
00:00:18 – Guest Introduction: James McCann
00:02:09 – Overview of Everhaze
00:03:11 – Functionality of Everhaze
00:06:09 – The Pressure on PR Professionals
00:09:14 – Challenges of Media Monitoring
00:11:08 – AI’s Role in PR
00:17:08 – Marketing Tactics for Everhaze
00:19:09 – Future of PR in the Next 3-5 Years
00:23:31 – Best PR Advice Received
00:24:06 – Advice for New Marketing Professionals
00:25:30 – How to Learn More About Everhaze
Quotes
“We’re turning PR into actionable business intelligence for large-scale brands, for semi-states, for governments, for NGOs, and obviously for agencies and their clients.” James McCann, CEO of Everhaze.
“The major issue when it comes to media relations right now, which is that journalists are under enormous pressure.” James McCann, CEO of Everhaze.
“You need to continue to advocate for yourself and your value. Constantly demonstrate value.” James McCann, CEO of Everhaze.
Follow James:
James McCann on LinkedIn: https://ie.linkedin.com/in/jamesmccann862
Everhaze’s website: https://everhaze.com/
Everhaze on LinkedIn: https://www.linkedin.com/company/everhaze/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Mike is joined by David Nelson, Co-Founder and CEO of Limelight Inc, to discuss programmatic advertising. David shares insights from his career, starting in the insurance industry and transitioning into digital marketing and ad tech.
He explains how Limelight operates as a programmatic advertising trading platform, connecting publishers and advertisers. David also highlights the unique challenges marketers face in the programmatic landscape and how Limelight uses context and data to enhance ad performance.
About Limelight Inc
Founded in London in 2018, Limelight Inc. was created as an answer to the complexity and inefficiency of the ad tech world. The industry, while tech accelerated lacked clarity and experienced human oversight, leaving professionals ill-equipped and frustrated in a maze of complex tools and processes.
David Nelson and James Macdonald, co-founders of the company and pioneers in the media world, realized that the true power of programmatic advertising wasn’t just the technology, but also pairing it with real human expertise.
Today Limelight Inc. combines cutting edge technology with a team of dedicated professionals, eager to guide and support. We don’t offer just a platform – we offer partnership, ensuring every one of our many members feels confident and empowered to navigate the programmatic space and serve advertisers more effectively.
About David Nelson
David Nelson is Co-founder & CEO of Limelight, his particular areas of focus are product development, technical development and client success.
Prior to founding Limelight, David had been active within digital marketing for nearly 20 years. Most recently, a 2-year consultancy spell working closely with his co-founder, James Macdonald, gave them the time to formulate the plan for Limelight.
Before this, David was with AdTech firm Rocket Fuel as VP Product & Operations EMEA. Rocket Fuel was acquired following a successful IPO by Sizemek in 2017.
David’s experience also includes a successful exit after two years with Lumatag, a company he founded in 2013 to provide online tag management and business intelligence for publishers and ad networks.
Outside of work, David is a keen tennis player, an enthusiastic appreciator of wine, and a collector of classic cars. He currently spends half of his year in Spain, where he has business interests in hospitality, and half in the UK.
Time Stamps
00:00:18 - Guest Introduction: David Nelson of Limelight
00:00:42 - David's Career Journey
00:02:40 - The Benefits of Programmatic Advertising for Marketers
00:07:51 - Limelight's Unique Position in the Market
00:12:33 - Trends in Programmatic Advertising
00:16:29 - Marketing Strategy for Limelight
00:21:10 - The Story Behind Limelight's Formation
00:24:45 - Advice for Young Marketers
00:25:41 - Valuable Marketing Advice Received
00:26:20 - Closing Remarks and Contact Information
Quotes
"The problem we solve is how do you manage trillions and trillions of ad opportunities and find the right people to fill those ad spaces?” David Nelson, Co-Founder and CEO of Limelight.
"The ability to truly understand the context, truly understand the moment... is critically important and incredibly valuable to marketers." David Nelson, Co-Founder and CEO of Limelight
"There's always going to be challenges, and I think that the exciting thing about the business that we're in is that we don't really understand or know where those challenges are going to come from." David Nelson, Co-Founder and CEO of Limelight
Follow David:
David Nelson on LinkedIn: https://www.linkedin.com/in/davidnelson12/
Limelight’s website: https://www.limelight.inc/
Limelight on LinkedIn: https://www.linkedin.com/company/limelightinc/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Mike is joined by Dan Ruby, VP of Marketing at Noble9, a leading reliability platform that helps manage and monitor application reliability. Dan discusses the challenges of marketing a product that aims to keep issues unnoticed by end users and how storytelling can make a traditionally "unexciting" product compelling and engaging.
The conversation also covers the importance of data-driven marketing, balancing brand building with lead generation, and innovative campaign strategies.
About Nobl9
Founded in 2019 by ex-Googlers Marcin Kurc and Brian Singer, Nobl9 is the premiere Service Level Objectives-based platform for driving a reliable digital experience. With a strong enterprise customer base as well as strategic investments from Cisco and ServiceNow, Nobl9 is recognized as a bleeding-edge solution to modernizing Site Reliability Engineering (SRE) strategies, ensuring that reliability is not measured primarily by availability, but rather by users' ability to do what they expect to be able to do within an application.
About Dan Ruby
Dan is an eighteen year veteran of digital marketing, with the vast majority of his experience coming as the head of marketing for various B2B SaaS organizations in the Boston area. He has been acquired at various points by Google and Snap, and is currently the VP of Marketing for Nobl9, a B2B SaaS platform for user-centric site reliability. He holds a Bachelor of Journalism from the University of Missouri as well as an MBA from Brandeis University. He occasionally teaches an undergraduate course on marketing at Bentley University.
Throughout his career, Dan has become increasingly stubborn about the fact that marketing must focus on creating value for potential leads, and is quite fond of telling anyone who will listen that "nobody gives a **** about your product, give them valuable information, not product pitches."
Time Stamps
00:00:42 - Dan Ruby's Career Journey
00:02:09 - Overview of Noble9
00:05:48 - Challenges in Marketing a Reliability Product
00:07:03 - Using Stories to Make Marketing Exciting
00:12:43 - Balancing Brand Building and Lead Generation
00:17:07 - Innovative Campaign Example: DORA
00:22:24 - The Importance of Partnerships in Marketing
00:22:41 - Best Marketing Advice Received
00:23:41 - Advice for New Marketing Professionals
00:25:44 - How to Contact Dan Ruby
00:26:18 - Closing Remarks
Quotes
"Marketing is such an interesting field. It takes pretty much any skill set and makes it useful.” Dan Ruby, VP of Marketing at Nobl9
"Nothing is boring if you can make it into a story that resonates." Dan Ruby, VP of Marketing at Nobl9
"You can find partners who believe in your product, believe in your company, believe in your people, who will work with you." Dan Ruby, VP of Marketing at Nobl9
Follow Dan:
Dan Ruby on LinkedIn: https://www.linkedin.com/in/danielruby/
Nobl9’s website: https://www.nobl9.com/
Nobl9 on LinkedIn: https://www.linkedin.com/company/nobl9inc/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Ever wondered what a Fractional CMO does? Andy Culligan dives into the fascinating world of Fractional CMOs. He walks us through his career journey and explains how his role has become a game-changer in today’s fast-paced marketing landscape.
Andy discusses the benefits of hiring a Fractional CMO compared to a full-time employee and shares valuable insights for businesses aiming to adapt quickly. He also offers his perspectives on the SaaS market, highlighting the importance of speed in marketing and the evolving dynamics shaped by AI and shifting buyer behaviors.
About Andy Culligan
Andy Culligan is a marketing leader specializing in revenue growth and scaling SaaS businesses. With close to a decade of experience in both marketing and sales, Andy excels as a Fractional CMO, CRO, and Marketing Advisor. He is known for his straightforward approach to Account-Based Marketing (ABM), aligning marketing and sales teams to drive commercial success. Andy has held key marketing leadership positions at multiple SaaS companies including, Emarsys (acquired by SAP), Exponea (acquired by Bloomreach) & Leadfeeder (now Echobot). He focuses on personalized marketing strategies that create meaningful touchpoints, ultimately boosting revenue for his clients
Time Stamps
00:00:18 - Meet Andy Culligan: Career Journey
00:00:39 - From SDR to Fractional CMO
00:02:58 - Growth and Challenges in SaaS Marketing
00:06:43 - Benefits of Hiring a Fractional CMO
00:12:40 - The Importance of a Marketing Plan
00:14:07 - Evergreen Marketing Tactics
00:19:33 - The Role of Speed in Marketing
00:20:45 - Future of Marketing and AI Impact
00:23:51 - Quickfire Questions: Marketing Advice
00:29:31 - Advice for Aspiring Marketers
00:32:05 - Closing Remarks and Contact Information
Quotes
"Speed is something that's important to a lot of companies." Andy Culligan, Fractional CMO
"If it's not working for you, then it's not working for me." Andy Culligan, Fractional CMO
"If you know your niche, nail it." Andy Culligan, Fractional CMO
"A lot of companies don't have a plan." Andy Culligan, Fractional CMO
"Creativity always wins." Andy Culligan, Fractional CMO
Follow Andy:
Andy Culligan on LinkedIn: https://www.linkedin.com/in/andy-culligan/
Andy’s website: https://andyculligan.com/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Vince Nero, Director of Content Marketing at BuzzStream discusses the changing landscape of digital PR and SEO. Learn how BuzzStream helps marketers build strong relationships with journalists and navigate the evolving landscape of digital outreach.
Vince discusses the importance of personalization in email marketing, the impact of recent Google updates on SEO strategies, and the shift towards quality-driven digital PR.
About BuzzStream
BuzzStream is an email outreach tool for PRs and link builders designed to help build and manage relationships with personalized outreach at scale.
About Vince Nero
Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his two kids, enjoying some video games, or watching Phillies baseball.
Time Stamps
00:00:18 - Guest Introduction: Vince Nero from BuzzStream
00:03:09 - Understanding BuzzStream's Value for Marketers
00:10:09 - Impact of Google Updates on Marketing Strategies
00:14:23 - Marketing to Two Distinct Audiences: SEO vs. PR
00:19:11 - The Future of Content Marketing and Technology
00:24:00 - Creating New Information: Strategies for Success
00:27:04 - Quality Over Quantity: A Key Marketing Principle
00:27:23 - Best Marketing Advice: Permission Marketing
00:28:20 - Advice for Aspiring Marketers: Seek Internships
00:29:58 - How to Connect with Vince and BuzzStream
Quotes
"There's kind of this thought process in the digital PR space and link building space that is kind of at odds with one another.” Vince Nero, Director of Content Marketing at BuzzStream.
“The recipe for success going forward is pushing as much of your own new information into these large language models.” Vince Nero, Director of Content Marketing at BuzzStream.
“I think we're just finding more and more that people are needing this personalized approach.” Vince Nero, Director of Content Marketing at BuzzStream.
Follow Vince:
Vince Nero on LinkedIn: https://www.linkedin.com/in/vinnero/
BuzzStream website: https://www.buzzstream.com/
BuzzStream on LinkedIn: https://www.linkedin.com/company/buzzstream/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Maxwell Nee, Chief Revenue Officer at ScoreApp, joins Mike to discuss quiz marketing and how businesses can engage potential customers through interactive quizzes that not only entertain but also provide valuable insights into their needs.
Maxwell shares his thoughts on the evolving marketing landscape and emphasizes the importance of personal connections, as audiences increasingly seek authenticity and transparency from the brands they engage with.
About ScoreApp
ScoreApp is a lead generation and customer engagement platform that helps businesses create interactive scorecards to capture valuable data, qualify leads, and personalize user experiences. By using tailored assessments, businesses can gather insights about their audience, streamline onboarding processes, and enhance marketing strategies. This data-driven approach empowers businesses to convert leads into loyal customers effectively. ScoreApp is widely used across various industries, including coaching, finance, and fitness, to boost engagement and drive results
About Maxwell Nee
Maxwell Nee is the Chief Revenue Officer of Scoreapp, a Quiz Marketing Platform with 6,800 paying clients. He's also a multi-award winning entrepreneur, bodybuilder & dancer. He’s been featured in TV, Radio, Forbes, Singapore’s The Business Times & The Australian Business Review.
Time Stamps
00:00:42 - Maxwell Nee's Career Journey
00:01:43 - What is ScoreApp?
00:02:23 - Quiz Marketing Explained
00:06:17 - Setting Up a Campaign with ScoreApp
00:09:41 - Balancing Brand and Lead Generation
00:12:04 - Future of Marketing Tools
00:12:57 - The Importance of Personal Connections
00:17:06 - Actionable Advice for Quiz Marketing
00:18:42 - Key Marketing Advice
00:20:46 - Advice for Young Marketers
00:21:55 - Contact Information and Book Reminder
Quotes
"I totally burnt out, realized I hated it, couldn't be an employee anymore, and jumped into the self-employed world." Maxwell Nee, Chief Revenue Officer at ScoreApp
"It uses quiz marketing. So uses the engagement of filling out like a quiz or like a personal assessment." Maxwell Nee, Chief Revenue Officer at ScoreApp
"Our internal mantra is that we're here to force our customers to be successful." Maxwell Nee, Chief Revenue Officer at ScoreApp
Follow Maxwell:
Maxwell Nee on LinkedIn: https://www.linkedin.com/in/maxwellnee/
ScoreApp website: https://www.scoreapp.com/
ScoreApp on LinkedIn: https://www.linkedin.com/company/scoreapp/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Kris Rudeegraap, Co-CEO and Co-Founder of Sendoso, shares how his experience in software sales led him to create a platform simplifying personalized gifting and direct mail. With global fulfillment centers and a robust marketplace, Sendoso helps marketers connect with prospects more effectively by leveraging personalization.
Kris highlights Sendoso’s competitive advantages, including enterprise-grade features, data capabilities, and successful campaigns for many brands. He underscores the importance of multi-channel marketing, creative strategies, networking, and long-term brand growth, showcasing how gifting can transform B2B outreach.
About Sendoso
Sendoso is a direct marketing automation platform that helps businesses enhance their engagement strategies through personalized gifting. By combining digital and physical sending options, Sendoso enables companies to create meaningful connections with customers, prospects, and employees. With intelligent analytics and tailored campaign solutions, Sendoso supports revenue growth, customer retention, and team recognition initiatives, making it a valuable tool for relationship-driven marketing.
About Kris Rudeepraap
Kris Rudeegraap, a key figure at Sendoso with more than a decade of go-to-market experience, has crafted solutions that resonate with 33,000 B2B tech enthusiasts globally. His insights into the future of marketing are both innovative and client-focused.
Time Stamps
00:00:36 - Kris's Career Journey and the making of Sendoso.
00:01:40 - Understanding Sendoso: Corporate Gifting and Direct Mail
00:03:25 - How Sendoso Simplifies Gifting for Marketers
00:04:44 - Positioning Sendoso Against Competitors
00:07:34 - Value Perception: Gifts vs. Bribery
00:09:38 - Customer Segmentation: Enterprise vs. Smaller Businesses
00:10:21 - Successful Campaigns: Creative Gifting Examples
00:12:49 - International Gifting: Overcoming Geographic Challenges
00:14:27 - The Role of Marketers in Gifting Strategies
00:15:57 - Future of Marketing: Trends and Technology
00:19:19 - Final Thoughts: Networking and Career Advice
00:20:55 - Conclusion and Contact Information
Quotes
"Your network is your net worth. So, don't be scared to go meet with another person.” Kris Rudeepraap, Co-CEO and Co-Founder
Follow Kris:
Kris Rudeegraap on LinkedIn: https://www.linkedin.com/in/rudeegraap/
Sendoso website: https://www.sendoso.com/
Sendoso on LinkedIn: https://www.linkedin.com/company/sendoso/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Mike is joined by Sophie Neate, Global Head of Digital Marketing and Content at ABB Electrification. Sophie dives into her career journey and offers a glimpse into the strategies that set ABB apart. She discusses how ABB leverages its strengths across industries to deliver value to a broad audience and how it strategically communicates to different customer segments.
A key focus of the conversation is the buyer’s journey, an important framework Sophie uses to guide potential customers from awareness to decision-making. She discusses her approach to integrating the buyer’s journey into campaign planning, striking a balance between long-term brand building and the immediate priorities of lead generation and sales support.
About ABB
Building on over 140 years of excellence, our more than 105,000 employees worldwide are committed to delivering on our purpose with innovations that create success for ABB and all our stakeholders. Our solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. In collaboration with our customers, partners and suppliers, we address the world’s energy challenges, transform industries and embed sustainability in everything we do.
About Sophie Neate
Sophie is a senior marketing leader with over 16 years of experience across the entire marketing cycle. Her background includes working for blue-chip companies on an international scale, where she has held global management roles, currently holding the position of Global Head of Digital Marketing and Content for ABB’s Electrification Service division. She has been responsible for establishing marketing teams and key functions, driving initiatives that have consistently delivered successful outcomes.
With extensive knowledge, capability, and a strategic mindset in marketing, Sophie delivers strong commercial results. Sophie holds a Bachelor of Business Studies (BBS) with a major in Marketing.
Time Stamps
[00:43:2] – Sophie provides an overview of her career background.
[03:14.6] – Sophie shares insights into what makes ABB unique.
[05:58:7] – Sophie discusses the importance of the buyer’s journey in creating effective marketing campaigns.
[14:26:9] – Sophie explains the marketing tactics that work best in different scenarios.
[18:20:0] – Sophie talks about balancing the immediate demands of lead generation with the long-term goal of building a strong brand reputation.
[21:18:7] – Sophie discusses AI and how she sees her role evolving alongside advancements in AI.
[22:17:2] – Sophie shares the best piece of marketing advice she’s ever received.
[23:17:2] – Sophie offers advice for those just starting their marketing careers.
Quotes
"My passion lies in providing the best customer experience through innovative solutions and working for a company like ABB who pride themselves on this vision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.
"The buyer's journey for me is crucial in marketing because it maps out the path that a potential customer takes from becoming aware of the problem to making a purchasing decision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.
"Segmentation and targeting is key... we're able to build trust and credibility, which enables repeat purchasing and ongoing loyalty." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.
Follow Sophie:
Sophie Neate on LinkedIn: https://www.linkedin.com/in/sophie-neate-2ba37849/
ABB website: https://global.abb/group/en
ABB on LinkedIn: https://www.linkedin.com/company/abb/posts/?feedView=all
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Andy Lambert, Senior Product Marketing Manager, at Adobe and founder of ContentCal, a social media marketing tool acquired by Adobe in 2021, shares his insights into the intricacies of navigating acquisitions and shares his thoughts on effective go-to-market strategies. He offers some great ideas on how to leverage social media in the B2B space, along with tactical advice on successful campaigns and practical tips to support your own marketing efforts.
About Adobe
Adobe is a global leader in digital media and digital marketing solutions with a range of creative apps and services for photography, design, video and more.
About Andy Lambert
Andy is a marketing leader who has spent the last 12 years setting up, scaling and selling multiple software businesses.
In 2016, Andy joined two others as part of the founding team of ContentCal, a social media marketing tool. Over five years, the team raised over $10 million, expanded to serve thousands of customers across more than 100 countries, won numerous awards, and, in late 2021, was acquired by Adobe Inc.
Time Stamps
[00:42.2] – Andy discusses his career from founding ContentCal to joining Adobe.
[03:52.2] – Andy talks about the importance of defining a target audience.
[10:59:1] – Andy explains his take on go-to-market strategies.
[15:39.5] – How can B2B businesses leverage social media?
[20:22.3] – Andy talks about some examples of successful marketing campaigns.
[24:48.7] – Andy discusses how the role of the CMO may change in coming years.
[27:31.3] – Andy shares the best piece of marketing advice he’s heard.
[28:16.9] – Andy offers advice for those just starting their marketing careers.
Quotes
"It's easy to get over enamoured with how quickly you can get stuff done with AI. AI tools are an amazing opportunity to increase your utility and increase your leverage, but it's very important that we balance that… balance it with a deep understanding at an emotional level of what truly drives an audience.”- Andy Lambert, Senior Product Marketing Manager at Adobe.
“I just need to post more on LinkedIn, right? No. 80 percent of the content that happens about our brand on social should not be from us, it should be from other people. So, it's our job to try and find a way to unlock that.” - Andy Lambert, Senior Product Marketing Manager at Adobe.
Follow Andy:
Andy Lambert on LinkedIn: https://www.linkedin.com/in/andyrlambert/
Adobe website: https://www.adobe.com/
Adobe on LinkedIn: https://www.linkedin.com/company/adobe/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Ethan Hays, General Manager at Moz, dives into the world of SEO. He shares his insights on simplifying SEO and the importance of democratising it within organisations, ensuring all stakeholders recognise its value.
Ethan compares the dynamics of startups and large enterprises, as well as the cultural differences between East and West Coast marketing landscapes. He also explores the evolving role of the Chief Marketing Officer (CMO) and the need for integrating marketing and sales in today’s business environment.
About Moz
Moz is a marketing analytics software company that provides tools and resources for search engine optimisation (SEO). The platform offers features like keyword research, link building, and site audits to help businesses improve their online visibility and search rankings. Moz is also known for its educational content, including blogs and guides that simplify SEO for users of all skill levels.
About Ethan
Originally studying sports medicine, Ethan discovered a passion for SEO and has built a successful career over the past two decades. Having held various roles in startups, enterprises and agencies, as well as founding his own agency, he is now the General Manager at Moz and STAT Search Analytics.
Time Stamps
00:04:54 - Ethan's Career Journey: Startups to Agencies
00:08:33 - Cultural Differences: East Coast vs. West Coast
00:13:27 - The Misconceptions of SEO
00:16:30 - Democratizing SEO Within Organizations
00:18:08 - Moz's Approach to Simplifying SEO
00:23:40 - The Impact of Generative AI on SEO
00:32:15 - The Evolving Role of CMOs
00:36:01 - Quick Marketing Advice from Ethan
00:37:27 - Advice for Aspiring Marketers
00:40:16 - Contact Information
Quotes
“It shocks me… talking to executives at very large, sophisticated companies who to this day have not even approached SEO as a category. Like it’s too complex….” Ethan Hays General Manager at Moz and STAT Analytics.
“It [SEO] is the single most scalable source of high margin, high intent traffic.” Ethan Hays General Manager at Moz and STAT Analytics.
Follow Ethan:
Ethan Hays on LinkedIn: https://www.linkedin.com/in/ethanhays/
Moz website: https://moz.com/
Moz on LinkedIn: https://www.linkedin.com/company/moz/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Jiquan Ngiam, Co-Founder and CEO of Lutra AI, discusses his career journey Stanford University to eventually founding Lutra. He shares how Lutra helps streamline workflows by assisting with data prospecting, lead enrichment, and automating repetitive tasks. Jiquan also explores the balance between AI and human creativity in marketing, highlights his vision for making Lutra user-friendly for non-technical users, and encourages listeners to explore its potential for automating their workflows.
About Lutra AI
Lutra aims to revolutionise automation and allow users to easily create AI-driven workflows. The platform simplifies complex processes, helping automate tasks and optimise work effortlessly. Whether you're managing data, streamlining operations, or integrating apps, Lutra makes automation accessible to everyone.
Since its launch, Lutra has been empowering businesses to boost productivity and focus on what matters, eliminating the barriers of traditional workflow tools and delivering a seamless automation experience.
About Jiquan Ngiam
Jiquan Niam is the CEO and Co-Founder of Lutra, an innovative automation platform. Before founding Lutra, Jiquan was a key contributor at Google Brain and studied at Stanford University where he achieved a PHD in Computer Science.
Jiquan Niam is a driving force behind AI-driven automation and is passionate about making advanced technology accessible to all.
Time Stamps
[00:00:18] - Jiquan provides some background to his career and why he founded Lutra.
00:02:44] - Overview of Lutra’s Purpose and Functionality
[00:09:36] - Enhancing Marketing Efforts with Timely Data
[00:15:16] - User-Friendly Interface and Accessibility
[00:20:23] - Marketing Strategy: Product-Led Growth Approach
[00:23:27] - The Future of Marketing Roles with AI
[00:26:19] - Advice for Young Marketers: Embrace Technology
[00:28:30]- How to Get Started with Lutra
Quotes
“I felt like education was this new superpower that I could give people.” Jiquan Ngiam, co-founder and CEO of Lutra
"AI will not replace you, but a person who's using AI really well is going to do a lot more than you." Jiquan Ngiam, co-founder and CEO of Lutra
"Help the team understand, investing into understanding this technology and using it... It's going to be potentially very game-changing." Jiquan Ngiam, co-founder and CEO of Lutra
Follow Jiquan:
Jiquan Ngiam on LinkedIn: https://www.linkedin.com/in/jngiam/
Lutra AI website: https://lutra.ai/
Lutra AI on LinkedIn: https://www.linkedin.com/company/lutra-ai/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Mike is joined by Alexander Levitt, Head of Marketing at Forward AM, previously part of BASF's 3D printing division. With 15 years of experience in marketing, Alex shares insights into his career journey, the evolution of 3D printing, and the challenges and opportunities that come with marketing in a niche industry.
He discusses whether 3D printing is overhyped, core marketing and applications for Forward AM, and strategies for marketing across different industries.
About BASF Forward AM
Forward AM provides 3D printing solutions across the entire Additive Manufacturing value chain from consultancy, development and innovative design, through digital simulation and prototype printing, to finishing and exhaustive component testing.
Forward AM traces its origins to BASF 3D Printing Solutions GmbH, which was founded by BASF New Business GmbH in 2017. In 2024, BASF 3D Printing Solutions GmbH was transformed into Forward AM Technologies.
Time Stamps
00:00:34 - Alex's Career Journey
00:00:45 - The Evolution of 3D Printing
00:04:51 - Core Markets for Forward AM
00:08:45 - Balancing Brand Building and Lead Generation
00:10:33 - Challenges of Transitioning from BASF
00:15:24 - Tactical Approaches to Lead Generation
00:22:31 - Future Trends in B2B Marketing
00:24:42 - Final Thoughts and Advice for Marketers
00:27:41 - How to Connect with Alex Levitt
Follow Alexander:
Alexander Levit on LinkedIn: https://www.linkedin.com/in/alexander-levit/
Swell AI website: https://forward-am.com/
Swell AI on LinkedIn: https://www.linkedin.com/company/basf-forwardam/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Forward AM website: https://www.napierb2b.com/
Forward AM LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Cody Schneider, co-founder and CEO of Swell AI, shares his journey to founding a company that uses AI for content generation. He discusses the evolution of Swell AI, which transforms audio and video content into other formats such as blog posts and emphasises the importance of using human-generated content when prompting AI to create unique and high-quality outputs.
Cody highlights the importance of building a sustainable marketing strategy, the impact of AI on content creation, and the necessity of reaching audiences through multiple channels. He also offers insights into effective marketing tactics, including the use of podcasts and social media, while encouraging aspiring marketers to embrace technical skills and practical experience in their careers.
About Swell AI
Swell AI is an AI-powered platform designed to streamline content creation for podcasts, helping creators automate the process of generating show notes, transcriptions, and summaries.
By leveraging advanced natural language processing and machine learning algorithms, Swell AI transforms audio into structured, written content, making it easier for podcasters to engage their audience, enhance SEO, and save time.
The platform is particularly useful for podcasters who want to focus on content creation while automating the more tedious aspects of post-production. Swell AI is ideal for independent podcasters, production teams, and agencies looking to scale their podcasting efforts efficiently.
About Cody Schneider
Cody Schneider is an innovative inventor who uses AI to refine digital processes. As the CEO of Draft Horse AI and Swell AI, he’s known for creating tools that streamline content workflows and deliver faster results. With experience in rapidly scaling startups, Cody helps turn organisational challenges into efficient, automated solutions.
Time Stamps
[00:00:41] - Cody's Career Journey
[00:02:38] - The Origin of Swell AI
[00:06:45] - The Value of Human-Generated Content
[00:10:57] - Accessibility of Swell AI for Users
[00:14:28] - Future of AI in Marketing Tasks
[00:20:09] - Cody's Marketing Strategies for Swell AI
[00:25:55] - Best Marketing Advice Received
[00:26:13] - Advice for Aspiring Marketers
[00:29:01] - Conclusion and Contact Information
Quotes
“We realized that podcasts, especially in the B2B world, were this incredible tool to create media on a regular cadence… Podcasts are one of the most effective sales tools that exist currently.” Cody Schneider, Co-Founder and CEO of Swell AI.
Follow Cody:
Cody Schneider on LinkedIn: https://www.linkedin.com/in/codyxschneider/
Swell AI website: https://www.swellai.com/
Swell AI on LinkedIn: https://www.linkedin.com/company/swell-ai/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls, discusses her career in B2B technology marketing. She talks about how marketing in the industrial sector has changed, the challenges of getting stakeholders to understand what marketing really is, and what B2B companies can learn from consumer marketing.
About Johnson Controls
Johnson Controls transforms the environments where people live, work, learn and play. As a global leader in smart, healthy and sustainable buildings, Johnson Controls’ mission is to reimagine the performance of buildings to serve people, places and the planet.
Building on a history of nearly 140 years of innovation, Johnson Controls deliver the blueprint of the future for industries such as healthcare, schools, data centers, airports, stadiums, manufacturing and beyond through OpenBlue, a comprehensive digital offering.
About Suzi McNicholas
Suzi McNicholas is Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. She leads the marketing team to support new product introductions and integrated marketing campaigns.
She has a 25+ year career in progressive B2B marketing roles including digital marketing campaigns, lead generation, branding, public relations, new product introductions, content creation, events, communications, and budget management. Prior to joining Johnson Controls, McNicholas built an integrated marketing team at Honeywell in the Industrial Safety Products division.
McNicholas holds a Bachelor of Arts in English from Presbyterian College in Clinton, SC and a Post-Graduate degree in English and American Literature from the University of Hull in England. She currently resides in Charlotte, NC.
Time Stamps
[00:47.5] – Suzi discusses her 25+ year career in marketing.
[05:32.7] – What are the differences to marketing to a channel partner versus an end user?
[08:55.3] – How do you manage short term and long term goals? Suzi discusses.
[13:28.2] – Suzi discusses how audiences reliance on sales is shifting.
[15:31:9] – Suzi talks about what she sees being the biggest changes in marketing over the next five years.
[18:50.8] – Suzi shares some advice to those looking to get into marketing.
[19:58.8] – Suzi’s contact details.
Quotes
“Don’t get emotionally attached to the outcome because your budget’s going to get cut… maybe your campaign isn’t going the way you’d want it to… that’s ok, you’re going to learn from what’s happening… you’re going to spend a whole lot of time frustrated and upset if you’re emotionally attached to these outcomes.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls.
“People aren’t going to buy until they’re ready, and that 70% of the time that they’re spending before reaching out is research.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls.
Follow Suzi:
Suzi McNicholas on LinkedIn: https://www.linkedin.com/in/suzimcnicholas/
Johnson Controls website: https://www.johnsoncontrols.com/
Johnson Controls on LinkedIn: https://www.linkedin.com/company/johnson-controls/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
John Harrison, UK Managing Director and Global VP of Marketing at Schaffner, a global company specialising in providing solutions for EMC and power quality, joins the latest episode of the Marketing B2B Technology podcast.
In the episode, John discusses the challenges and benefits of balancing two job roles and emphasises the importance of aligning sales and marketing to strengthen the brand and drive sales. He believes in leading with a forward thinking approach, understanding customer needs, and staying ahead of industry trends, particularly in the niche area of EMC.
About Schaffner
Schaffner plays a vital role in building a sustainable future in the new era of electrification. Headquartered in Switzerland and with subsidiaries around the world, Schaffner is a global leader in electromagnetic solutions that ensure the efficient and reliable operation of electronic systems. The Schaffner Group are experts in EMC filter solutions, harmonic filters, electromagnetic components and electromagnetic solutions. Our passionate and knowledgeable employees empower our customers to develop reliable electronic devices and systems that meet compliance standards and deliver increased energy efficiency.
This is how we deliver…
MORE POWER TO YOU.
About John Harrison
John Harrison joined Schaffner in April 2022. He is the UK MD and Global VP Marketing. He has spent 25 years in the electronics industry primarily within the connector space for Molex. John has extensive international experience having lived and worked across Europe and the US, covering a range of markets from Industrial to transportation. His most recent experience prior to Schaffner was within the IOT space for Ramtech heading up their Global Marketing and Sales activities. John is passionate about EV and increasing speed of adoption across the globe.
Time Stamps
[00:43:0] – John provides some background to his career.
[03:30.8] – John discusses how he manages the demands of both the UK Managing Director role and Global VP of Marketing role.
[05:04:7] – John shares his views on whether he thinks marketing and sales should be closer together or not.
[06:05:2] – John talks about what he’s looking for from marketing to make the role of MD more successful.
[13:38:9] – John shares his approach of trying to get salespeople, marketing people and engineers working more closely.
[19:31:0] – John talks about how he sees his role changing with technology over the next five years.
[20:49:1] – John shares some advice to those looking to get into marketing.
Quotes
“Marketing and sales need to be closer together. The ultimate aim for both is to drive more customers and value for the brand. We need to focus on the customer’s needs, whether it’s through direct interaction or brand messaging.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner.
“From a sales perspective, it’s not just about leads. It’s about ensuring the brand is seen as a partner and thought leader, especially in specialised areas like EMC.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner.
“It’s crucial to put yourself in the customer’s shoes. If a piece of marketing material doesn’t resonate with the customer, it’s not effective. Marketing should be about creating content that truly addresses the customer’s needs.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner
Follow John:
John Harrison on LinkedIn: https://www.linkedin.com/in/john-harrison-3552ba14/
Schaffner website: https://www.schaffner.com/
Schaffner on LinkedIn: https://www.linkedin.com/company/schaffner-gruppe/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Thomas Lewis, an experienced semiconductor marketing leader, explores the challenges of building integrated marketing campaigns in technical industries and shares his advice on building strong working relationships with engineers.
Thomas also explores the industry's current focus on sustainability and the potential pitfalls of greenwashing, what B2B and B2C marketers can learn from each other, and offers his insights on the changing role of CMOs.
About Thomas Lewis
Thomas Lewis is a seasoned marketing leader with over 28 years working in the semiconductor industry. He has a unique background which has afforded him first-hand experience in sales, business unit leadership, and marketing. Thomas believes in the power of data-directed marketing with a proven track record to support his “ALL IN” approach to creating, developing, and sustaining highly successful campaigns and teams.
His background includes impactful roles at Texas Instruments and Analog Devices and career opportunities such as launching a global pricing process, living abroad as an expatriate, leading engineering teams and directing multi-channel marketing campaigns.
Time Stamps
[00:45:2] – Thomas discusses his career in the semiconductor industry and why he chose that specialism.
[02:50:3] – How can not being an engineer actually be a benefit in technical roles?
[04:41:0] – Advice for building better integrated campaigns.
[09:22:8] – How can data break down silos between different teams?
[15:02:3] – Does B2B marketing lag behind B2C? How can we fix this?
[18:56:9] – The dangers of greenwashing.
[22:43.3] – The changing role of the CMO
[27:13.6] – Thomas shares some marketing advice.
[31:35.6] - Andrus's contact details.
Quotes
“Keep an open mind, ask more questions than you make statements. That's great advice for dealing with engineers.” Mike Maynard, Managing Director at Napier
“Data can really be used to drive our marketing decisions. It's not just gut feel of what could work. You can do something, you can measure it and you can adapt to the situation.” Thomas Lewis, Semiconductor Marketing Leader
“So, I do believe that adjectives have become the enemy of a really good marketer in the B2B space. To get precise in what you’re talking about has become incredibly important.” Thomas Lewis, Semiconductor Marketing Leader
Follow Thomas:
Thomas Lewis on LinkedIn: https://www.linkedin.com/in/thomas-lewis-nhpoe/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Masha Petrova, CEO of Nullspace, a simulation software company joins the latest episode of the Marketing B2B Technology podcast to share her journey from aspiring astronaut to engineering expert and marketing leader.
She delves into the importance of effective marketing when targeting technical audiences and discusses the challenges of mergers and acquisitions in the engineering software industry. The conversation also explores current engineering tools, the role of AI in accelerating technological advancements, and the need for efficient simulation software.
About Nullspace
Nullspace is a deep tech software company that develops products and solutions for RF and quantum computing applications across defense, aerospace, and automotive industries.
About Masha Petrova
Dr. Petrova is an experienced executive with a passion for leading multi-disciplinary global teams toward successful results by focusing on operations and creating a unified vision. After receiving her PhD in aerospace engineering, Dr. Petrova spent 15+ years in the engineering simulation and design software industry, including holding global marketing executive roles at Ansys, Altium, LLC, and MSC Software (during acquisition by Hexagon MI) as well as 3 simulation software start-ups all acquired by Ansys, Inc. in the last 10 years.
Time Stamps
[00:46:2] – Masha provides some background to her career and what led her to become CEO of Nullspace.
[01:50.2] - Masha discusses EDA and simulation tools.
[03:22:0] – Masha explains the impact of acquisitions on marketers and CMOs.
[09:42:2] – Masha talks about how to balance the demands of wanting to get leads and drive sales quickly with the longer term goal of building a strong brand.
[18:34:9] – Masha discusses how she deals with the issue of sustainability.
[24:52:3] – Masha gives her best advice to those entering a career in marketing.
[26:24:1] – Masha’s contact details.
Quotes
“Because of AI, there is a lot of acceleration in technology itself that's happening… but the tools that the engineers use are still kind of stuck in the past. These are still conservative tools that's been tested and validated for over 40, 30 years. So, it's like using a hammer to build a car.” Masha Petrova, CEO of Nullspace.
"Measuring brand effectiveness is really hard. It's not like lead generation, where you can track from inception to a sales deal. With brand, it's much subtler, so we tracked our spend versus views, comments, and social media engagement to demonstrate interest in our content." Masha Petrova, CEO of Nullspace.
Follow Masha:
Masha Petrova on LinkedIn: https://www.linkedin.com/in/mashavpetrova/
Nullspace website: https://www.nullspaceinc.com/
Nullspace on LinkedIn: https://www.linkedin.com/company/nullspace-inc/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Xenia Muntean, Co-Founder and CEO of Planable, a content collaboration platform, shares some great tips for repurposing content on social media to extend its lifetime, ensuring it remains evergreen and continues to engage audiences after its initial release.
She also discusses the challenges of achieving executive buy-in, how to navigate internal approval processes, and explores the potential impact of AI on social media marketing teams.
About Planable
Planable is the content collaboration platform that makes marketing teamwork a breeze. It’s the spot where you can create, plan, review, approve, and analyse all your markeing content for social media, blogs, newsletters, press releases. Experience a faster, smoother workflow that helps your team work together like never before.
Started in 2016, Planable is trusted by over 5000 marketing teams behind iconic brands such as Hyundai, Christian Louboutin, Royal Canin, KFC, and SMEG.
About Xenia Muntean
Xenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 10,000 creators behind iconic brands such as Hyundai, Christian Louboutin, Viber, and United Nations. Prior to launching Planable, at 20 years old she built a digital marketing agency and led social for clients such as Coca-Cola.
Xenia Muntean is a Forbes 30 Under 30 honoree, Techstars alumna, and Webby Awards judge. She’s also a frequent speaker, startup mentor, and avid runner.
Time Stamps
[00:50:6] – Xenia provides some background to her career and why she founded planable.
[02:06.6] - Xenia discusses the benefits of being based in Europe versus the United States.
[04:33:1] – What does Plannable do? Xenia explains what makes the platform so loved amongst users.
[09:53:6] – Xenia offers some tips on achieving executive buy-in.
[12:03:0] – How to reuse content to extend its lifetime.
[15:18:7] – What role can AI play in content generation?
[21:45:2] – Xenia’s contact details.
Quotes
“When you build a software as a service product, it's all about the people… building a team that you can resonate with and have less cultural barriers with I think is really important.” Xenia Muntean, Co-Founder and CEO at Planable.
“I think for content it's all about the distribution, right? So, it's really important to have really good, really meaningful content, but also to not forget about the second part. How do you get the most out of that content?” Xenia Muntean, Co-Founder and CEO at Planable.
Follow Xenia:
Xenia Muntean on LinkedIn: https://www.linkedin.com/in/xeniamuntean/
Planable website: https://planable.io/
Planable on LinkedIn: https://www.linkedin.com/company/planable/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Andrus Purde, Co-Founder and CEO of Outfunnel, an integration platform, discusses the importance of sharing data between marketing and sales teams and the challenges businesses face when their tools don't communicate effectively.
About Outfunnel
Outfunnel is an integration platform that makes it easy to connect sales and marketing tools, keep customer data in sync across the MarTech stack, and record all marketing engagement in the CRM.
About Andrus Purde
Andrus Purde is Co-Founder, CEO and ‘recovering marketer’ at Outfunnel. Andrus founded the integration platform in 2017 following a career in marketing, including positions at Pipedrive and Skype.
Time Stamps
[00:01:0] - Andrus introduces himself and talks about his marketing career before starting Outfunnel.
[00:03:2] - Andrus discusses Estonia as a great place for startups and the benefits of being based there.
[00:06:0] - Importance of Two-Way Data Sync: Andrus explains the significance of syncing data both ways between CRM and marketing tools.
[00:10:3] - Andrus talks about the popular integrations and connections made using Outfunnel.
[00:14:0] - Andrus discusses the strategies used to promote Outfunnel.
[00:18:3] - Andrus shares the best marketing advice he has received.
[00:21:4] - Andrus's contact details.
Quotes
“Some companies operate years, or forever, with data in isolation… marketers and salespeople who are doing the work... they shouldn't worry about how the tools have been sourced in their company. They should just have access to the data.” Andrus Purde, Co-Founder and CEO at Outfunnel
Follow Andrus:
Andrus Purde on LinkedIn: https://www.linkedin.com/in/andruspurde/
Outfunnel website: https://outfunnel.com/
Outfunnel on LinkedIn: https://www.linkedin.com/company/outfunnel/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
In this episode of Marketing B2B Technology, Mike chats with Mark Donnigan, a virtual CMO who works with tech companies. Mark shares insights into his career journey, discusses his approach to building long-term client relationships, and emphasises the importance of understanding the market and customers.
Mark also shares his advice on marketing tactics, highlights the value of focusing on go-to-market strategy, and talks about the importance of getting into the field to understand customers.
About Mark Donnigan
Mark Donnigan designs and executes marketing programs and go-to-market strategies to establish and grow markets for disruptive startup companies. As a transformative B2B marketing and business leader, Mark understands what’s required to succeed in today’s winner-takes-all market.
Well-versed in SaaS, software licensing, enterprise technology, and platform business models, Mark helps companies build efficient marketing teams that routinely outperform larger marketing departments.
Time Stamps
[00:44.0] - Mark shares his career journey and explains his role as Virtual CMO.
[12:57.0] - The benefits of hiring a Virtual CMO versus full-time CMO.
[14:45.0] - Mark talks about his approach to building marketing plans.
[18:42.0] - Overrated marketing channels and tactics
[23:26.0] - Challenges with fixed KPIs in marketing
[24:37.0] - Mark offers some marketing advice
[25:52.0] - Mark's contact details
Quotes
“Get into the field. Know the market. Know the customers. Know how they think. Know what they care about. Know how they make decisions.” Mark Donnigan, Virtual CMO.
Follow Mark:
Mark Donnigan on LinkedIn: https://www.linkedin.com/in/markdonnigan/
Growth Stage Marketing website: https://growthstage.marketing/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our
podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Molly Bruckman, Head of Growth Marketing at Mutiny, a website personalisation platform, shares some top tips on how marketers can effectively leverage personalisation to enhance engagement and drive results. She also explains the potential pitfalls of over-personalisation and how it can negatively impact marketing efforts.
About Mutiny
Most Marketing teams can’t play a meaningful role in breaking through to target accounts because the 1:1 marketing strategies that work don’t scale, and what scales doesn’t work. Mutiny helps B2B companies generate pipeline and revenue from their target accounts through AI-powered personalised experiences, 1:1 microsites, and account intelligence. Backed by Sequoia Capital, YCombinator, and CMOs from leading tech companies, Mutiny is rewriting the Go-To-Market playbook.
About Molly
Molly Bruckman is a customer-obsessed marketing and CX leader. With 10+ years of experience building personalization, CRO and ABM teams and programs, Molly thrives on developing creative solutions that propel marketers to new heights. Her journey spans diverse landscapes, from nimble B2B startups to dynamic B2C enterprises, orchestrating growth programs across various channels such as web, email, community and events - always with an eye for innovative strategies.
Time Stamps
[00:44.9] – Molly discusses her career journey from mathematician to marketer
[05:44.4] – Molly explains what Mutiny does.
[06:32.0] – Molly discusses the best data points to base personalisation on.
[12:03.5] – Molly explains how over-personalising can impact marketing efforts.
[17:41.0] – Who can benefit from Mutiny?
[18:55.1] – How does Mutiny effectively promote itself?
[29:19.1] – Molly shares the advice she would give to someone starting their career.
[27:41.7] – Molly's contact details
Quotes
“Marketing strategies that work don’t scale and the tactics that scale don’t work." Molly Bruckman, Head of Growth Marketing at Mutiny.
Follow Molly:
Molly Bruckman on LinkedIn: https://www.linkedin.com/in/mollybruckman/
Mutiny website: https://www.mutinyhq.com/
Mutiny on LinkedIn: https://www.linkedin.com/company/mutinyhq/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Interview with Lisa Rees at Avnet Silica
Lisa Rees, Director of Marketing Communications at Avnet Silica, joins Mike for the latest episode of our leading B2B marketing professionals series. Lisa discusses the importance of understanding the customer journey, why having a non-technical background can be an advantage, and emphasises the value of measuring success based on metrics such as the customer lifecycle rather than just lead generation.
About Avnet Silica
Avnet Silica, a division of Avnet, is a European semiconductor distributor and specialist that supports projects from idea to concept to production. Avnet Silica acts as the connection between customers and suppliers, providing creative solutions, technology and logistics support.
About Lisa Rees
Lisa Rees is the Director of Marketing Communications at Avnet Silica and is responsible for all aspects of marketing and communications, including supplier marketing, digital strategy, media, content and events. She joined Avnet Silica after ten years as Director of Marketing Communications at Avnet Abacus.
Time Stamps
[00:49.2] – Lisa discusses her career from the French chamber of commerce to Avnet Silica.
[02:52.8] – Lisa explains what Avnet Silica is and what they do.
[04:16.3] – Lisa shares why having a non-technical background can be a benefit in marketing.
[07:49.3] – What marketing activities make the biggest impact at Avnet Silica?
[13:48.2] – Lisa discusses how to measure the impact of marketing.
[24:51.9] – How is Avnet Silica incorporating AI into its marketing activities?
[21:10.6] – Lisa shares the best piece of marketing advice she’s ever been given.
[22:58.7] – Lisa’s contact details
Quotes
“Hang out with your customers… get to know your customers inside out. Every opportunity you can take to understand your customer is going to give you everything you need to be a good marketer." Lisa Rees, Director of Communications at Avnet Silica.
“If you're just measured by leads, you're probably not generating the right outcomes... the biggest return for the business tends to be in a small number of very high-quality leads.” Mike Maynard, Managing Director at Napier.
Follow Lisa:
Lisa Rees on LinkedIn: https://www.linkedin.com/in/lisa-rees-9548484a/
Avnet Silica website: https://my.avnet.com/silica/
Avnet Silica on LinkedIn: https://www.linkedin.com/company/silica-an-avnet-company/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Georgios Grigoriadis, Founder and CEO of Baresquare, an AI-driven analytics platform, discusses his career journey from data scientist to founder and the development of Baresquare. He shares how the tool leverages AI-powered insights for marketing analytics, the challenges and opportunities in B2B marketing, and the potential of AI to empower individuals in marketing rather than replace them.
About Baresquare
Baresquare redefines data analytics by transitioning from traditional dashboards to proactive, AI-powered insights delivered directly to the right person at the right time. Baresquare pioneers a new approach where manual dashboard analysis and human intervention are unnecessary for identifying crucial business events and their underlying causes. This frees marketers, strategists and analysts to focus on creative endeavors and expanding business opportunities while providing insight that no other data set can provide.
About Georgios
Georgios Grigoriadis is a data advocate and the founder and CEO of Baresquare, a tech startup turning data analytics on its head by shifting from traditional dashboard-based analysis to proactive AI-powered insights, delivered directly to the right person at the right time. Fueled by the belief that data should empower, not overwhelm, Georgios built Baresquare to transform complex analytics into clear, useful answers for anyone to understand.
Time Stamps
[00:46.1] – Georgios discusses what led him to build Baresquare.
[06:11.9] – How can marketeers use Baresqaure?
[06:48.8] – Georgios shares if he thinks the B2C industry is further ahead in using analytics.
[19:47.1] – Georgios offers some marketing advice.
[17:52.4] – Should young people embark on a marketing career? Georgios shares his opinions.
[24:51.9] – Georgios and Mike talk about the future of AI and its impact on the industry.
[31:48.9] – Georgios’s contact details
Quotes
“Baresquare today is turning data analytics on its head. And, we are not talking in terms of tables and numbers, but rather in terms of words and paragraphs." Georgios Grigoriadis, Founder and CEO at Baresqaure.
“It’s very frustrating when those insights, they don’t find themselves driving action. But action, it’s more a matter of communication. It’s bringing people together and aligning their understanding.” Georgios Grigoriadis, Founder and CEO at Baresqaure.
Follow Georgios:
Georgios Grigoriadis on LinkedIn: https://www.linkedin.com/in/georgiosbaresquare/
Baresquare website: https://baresquare.com/
Baresquare on LinkedIn: https://www.linkedin.com/company/baresquare/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Stefan Debois is the CEO and Co-Founder of Pointerpro, an assessment software that allows users to produce surveys and highly personalised automated reports. Stefan joins the Marketing B2B Technology podcast for a discussion on how the software works and how it can be leveraged for marketing and lead generation.
About Pointerpro
Pointerpro is an all-in-one assessment software platform where users can create online questionnaires and surveys that auto-generate personalised advice and reports into PDF.
About Stefan
Stefan Debois has a background in engineering and has over 15 years’ experience in Enterprise Software. Stefan’s experiences are foundational to Pointerpro, which he co-founded in 2012.
Time Stamps
[00:50.2] – Stefan shares what led him to co-founding Pointerpro and what the software does.
[08:41.2] – Stefan explains how Pointerpro can be used for lead generation.
[11:42.5] – What is the future of Pointerpro?
[17:43.4] – Stefan shares what marketing tactics are used to promote Pointerpro.
[22:50.2] – What is the best piece of marketing advice you’ve been given?
[24:45.3] – Where to go for more information and Stefan’s contact details.
Quotes
“Double down on what works instead of trying to experiment with new things all the time. That doesn't mean that you don't have to do experimentation…but don't fall into the shiny new object syndrome… double down on what works.” Stefan Debois, CEO and Co-Founder at Pointerpro.
Follow Stefan:
Stefan Debois on LinkedIn: https://www.linkedin.com/in/stefandebois/
Pointerpro Website: https://Pointerpro.com/
Pointerpro LinkedIn: https://www.linkedin.com/company/Pointerpro/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Emir Zecovic, an experienced marketing professional in the B2B and SaaS space, joins Mike for a discussion about how to market B2B technology products.
Emir highlights how marketers often miss opportunities by not focussing on large non-English speaking markets like South America and India. He shares why marketers should be data-obsessed to understand what influences the buying journey, and why working within start-ups may offer new marketers greater career opportunities.
About TextGrid, 12min and OpenGraph
TextGrid offers communication APIs for SMS, MMS, voice and email. With cloud communications, businesses are empowered to build, scale and innovate.
12min is a platform that chooses, reads and summarises the most important non-fiction books.
OpenGraph generates meta tags and social media previews for any URL on the web in a few simple steps.
About Emir
Emir Zecovic is CMO at 12min and is currently also in transition between roles as CMO at TextGrid and Senior Business Development Consultant at OpenGraph. He is a determined, data-driven and versatile marketer with over 7 years of experience in managing teams, devising and implementing growth strategies for SaaS B2B and B2C companies.
Time Stamps
[00:51.1] – Emir shares how he got to this point in his career.
[04:46.8] – Emir discusses why it is important not to overlook non-English speaking markets.
[08:49.7] – Emir shares his approach to marketing as a CMO.
[16:27.0] – How does Emir encourage form fills?
[20:26.8] – What impact is AI going to have on the industry.
[23:58.1] – Emir offers some career advice to new marketeers.
[26:42.9] – Emir’s contact details.
Quotes
“Trying to be as international as possible in a business is always a good idea, don't underestimate countries you're not familiar with.” Mike Maynard, Managing Director at Napier.
“I've heard people say that they don't like Google Ads or Facebook ads or SEO, but I doubt anybody has ever said that they regret having a good email list” Emir Zecovic, CMO at 12min
Follow Emir:
Emir Zecovic on LinkedIn: https://www.linkedin.com/in/emir-zecovic-074882166/
TextGrid Website: https://textgrid.com/
TextGird LinkedIn: https://www.linkedin.com/company/textgrid/
OpenGraph Website: https://www.opengraph.xyz/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Sean Campbell, CEO and Founder of Cascade Insights, is the latest guest to join Mike Maynard for the Marketing B2B Technology podcast. Sean discusses the benefits of using market research platforms, explores the pros and cons of qualitative versus quantitative data, and talks about the challenges of getting research responses within the B2B industry.
About Cascade Insights
Cascade Insights empowers B2B technology companies with customized market research and marketing services. For over a decade, we’ve served Fortune 500 enterprises like Microsoft, Adobe, IBM, Dell Technologies, AWS, and Google as well as mid-markets and startups.
In an industry that’s ever-changing, we deliver the tools and resources to help businesses navigate the market and seize opportunities for growth. Want to learn how well your brand resonates with buyers, or why your superior product keeps losing to a competitor? Maybe you need updated messaging to win more deals and generate more leads.
About Sean
Sean has been training, mentoring, and educating all his life. An exceptionally well-regarded conference speaker and author, Sean has delivered talks for Fortune 50 companies and top-tier conferences. He has also been the author of several books on technical and business topics.
Sean has also been a professional services firm owner for over 20 years. He is passionate about running a remote-first company, and has been doing so long before it was cool – dating back to the 20th century!
His professional services work has spanned consulting engagements with the Fortune 50 and startups you have heard of; the sale of his first professional services company, and the growth of delivery, sales, marketing, and operational practices inside professional services firms.
Time Stamps
[00:41.5] – Sean discusses his career and what lead him to market research.
[03:54.0] – Sean talks about Cascade Insights, what it is and its capabilities.
[06:09.8] – Sean discusses why he chose to focus on the B2B industry.
[16.10.4] – What are the benefits of using a market research platform vs in-house research?
[19:39.7] – Sean shares how he thinks market research is going to change in the future.
[21.59.7] – What advice would you give to someone joining the profession?
[26:07.2] – Sean’s contact details.
Follow Sean:
Sean Campbell on LinkedIn: https://www.linkedin.com/in/seancampbell/
Cascade Insights website: https://www.cascadeinsights.com/
Cascade Insights on LinkedIn: https://www.linkedin.com/company/cascade-insights/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
How can marketing and sales work together? Darren Mitchell, Sales Leader and host of the Exceptional Sales Leader Podcast, joins Mike Maynard to discuss sales enablement and how sales and marketing teams can work together to provide true value to prospects throughout the buyer journey.
Darren shares the career journey that led him to become a sales leader, he explains what sales enablement means and shares his thoughts on why current team structures may negatively impact buyer experience.
About Darren
Darren Mitchell is an expert in sales with a successful career in corporate sales, sales management, people leadership, people development and leadership coaching. Darren now works with sales leaders and their teams to create and implement sales leadership plans that deliver outstanding sales and revenue results.
Time Stamps
[00:55.5] – Darren shares how his career started
[03:50.3] – What is sales enablement? Darren explains.
[06:41.8] – How can marketing and sales work together?
[14:17.5] – What role should tools play in the sales process?
[23:06.5] – Darren shares the advice he would give to a young person starting their career.
[25:17.2] – Darren’s contact details.
Quotes
“I think sometimes people look at tools like the be all and end all and they forget that people by from people.” Darren Mitchel, Sales Leader.
Follow Darren:
Darren Mitchell on LinkedIn: https://www.linkedin.com/in/sales-leadership-coach/
Darren’s website: https://darrenmitchell.com.au/about-darren/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Inge Boubez, Director of Enterprise Marketing at Moz, is the latest guest to join the Marketing B2B Technology podcast. Inge explains how, although the fundamentals of SEO haven't changed, the rise in AI may have an impact in the industry and offers some thoughts on how marketers can address the potential challenges. She discusses both the Moz and STAT Search Analytics platforms, their functionality and how marketers can get the most out of the platforms.
About STAT Search Analytics
Inge focusses on STAT Search Analytics, a product by Moz. STAT is a SERP tracking and analytics platform for tackling large-scale SEO with accuracy and ease. STAT delivers precision SERP insights, fresh each day, helping unlock new opportunities, drive more visibility, and prove the value of SEO.
About Inge
Inge brings over two decades of technology marketing expertise to her role as Director of Enterprise Marketing at Moz, where she focuses on STAT Search Analytics. Her extensive career has covered a wide range of settings, from innovative startups and small-to-medium-sized businesses to global industry leaders. Notably, Inge has contributed significantly at SAP and Layer 7 Technologies (which was acquired by Computer Associates) before her tenure at Moz. Her broad skill set includes demand generation, branding, customer engagement, channel strategy, global event management, and public relations, making her a highly respected and well versed professional in the marketing field.
Time Stamps
[00:48.8] – Inge shares her career journey and explains how Moz and STAT fit into Ziff Davis.
[03:56.5] – How can STAT help with SEO? Inge explains.
[07:39.0] – Inge explains who can use STAT and the training resources available.
[12:25.0] – Inge discusses some of the common mistakes made when optimising for search engines.
[13:52.9] – The potential impact of AI on SEO
[18:07.9] – How is SEO going to change in the future?
[25:23.1] – Inge’s contact details.
Quotes
“We're not just reaching out. We're engaging and understanding what makes our audience tick. And that's the future of marketing.” Inge Boubez, Director of Enterprise Marketing at Moz.
“Keep your eyes peeled for the next big thing, but don't forget that it's all about connecting with people on a human level. We're all humans, whether we're talking to the different personas like CEOs, CFOs, SEOs all over the world, we're all still humans.” Inge Boubez, Director of Enterprise Marketing at Moz.
“We're helping SEO professionals understand their unique search landscape and how they're positioned in it, and also helping them find new search opportunities and strategies.” Inge Boubez, Director of Enterprise Marketing at Moz.
Follow Inge:
Inge Boubez on LinkedIn: https://www.linkedin.com/in/inge-boubez/
STAT Search Analytics website: https://getstat.com/napier/
STAT Search Analytics on LinkedIn: https://www.linkedin.com/company/stat-search-analytics/
STAT Search Analytics on Twitter: https://twitter.com/getSTAT
STAT Search Analytics on Instagram: https://www.instagram.com/getstat/
Moz website: https://moz.com/
Moz on LinkedIn: https://www.linkedin.com/company/moz/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Staying within brand guidelines can be a challenge, and as the use of AI in marketing rises, this will become increasingly difficult. Rob May, founder of BrandGuard, explains how solving user challenges transformed his platform from what was initially an advertising platform into an entirely different product that uses AI to identify branding issues.
He shares his career journey, how the rise in generative AI drew him back into the start-up space, how different AI models work, and the impact he believes AI will have over the next five years.
About BrandGuard
BrandGuard is an AI-powered brand governance platform that helps ensure brand consistency in customer facing assets, such as advertisements, generated by both humans and machines.
About Rob
Rob May is the founder and CEO of BrandGuard and is a leading figure in the field of generative AI and brand safety. With his extensive background in entrepreneurship and angel investing, Rob brings a wealth of knowledge and expertise to the table.
Time Stamps
[00:43.3] – Rob discusses His career journey and why he founded BrandGuard.
[01:47.5] – Rob goes into detail about BrandGuard, its beginnings and what it does.
[12:33.0] – Rob explains some off the issues with branding in AI content.
[16:10.0] – Who can use BrandGuard? Rob discusses what businesses can benefit.
[18:45.6] – Rob shares his thoughts on how AI is going to change marketing.
[22:59.8] – Rob’s contact details.
Follow Rob:
Rob May on LinkedIn: https://www.linkedin.com/in/robmay/
BrandGuard website: https://www.brandguard.ai/
BrandGuard on LinkedIn: https://www.linkedin.com/company/brandguard-ai/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Sara Madison, Global Head of Product Marketing at Outbrain, an advertising platform, sat down with Mike to talk all things advertising. She discusses the industry's current challenges, why she believes audience attention will become an increasingly important metric and offers her thoughts on whether LinkedIn is a good use of a B2B advertising budget.
She also discusses her passion for product marketing and how her experience in both large enterprises and start-ups has influenced her career.
About Outbrain
Outbrain is a leading technology platform that drives business results by engaging people across the open internet. Outbrain predicts moments of engagement to drive measurable outcomes for advertisers and publishers using AI and machine learning across more than 7,000 online properties globally. Founded in 2006, Outbrain is headquartered in New York with offices in Israel and across the United States, Europe, Asia-Pacific, and South America.
About Sara
Sara, who is the Global Head of Product Marketing Outbrain, is a digital media specialist with experience designing and leading strategic initiatives in startups and large organizations. She has a track record helping organizations solve issues, create value, maximize growth and improve business performance with a highly analytical approach.
Time Stamps
[00:46.1] – Sara discusses her career journey in marketing.
[03:47.7] – Sara talks about Outbrain, what it is and its capabilities.
[06:48.8] – Sara discusses challenges in the advertising industry.
[13:19.2] – Sara shares how Microsoft successfully used Outbrain to support a campaign.
[17:52.4] – Is LinkedIn a good use of B2B advertising budget? Sara shares her opinions.
[26:11.9] – Sara’s contact details.
Quotes
“Approach marketing with an open mind, it's important to be curious and to be open to learning things before committing on a specific path.” Sara Madison, Global Head of Product Marketing at Outbrain.
Follow Sara:
Sara Madison on LinkedIn: https://www.linkedin.com/in/sara-madison-21028434/
Outbrain website: https://www.outbrain.com/
Outbrain on LinkedIn: https://www.linkedin.com/company/outbrain/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Avetis Ghazaryan, Founder of Growth Hunter, a community for SaaS professionals, shares how momentum marketing can enable marketers to overcome marketing challenges and increase pipeline growth.
Avetis explains what momentum marketing is, shares some strategies on how to stand out, and offers some advice on how to maximise impact.
About Growth Hunter
Growth Hunter is a resource for SaaS professionals to learn, share knowledge and find inspiration for high-demand impact and momentum marketing.
About Avetis
Avetis Ghazaryan is the founder of Growth Hunter with over a decade of experience helping SaaS companies developed impactful sales and marketing processes by tapping into high-congregation events.
Time Stamps
[00:47.2] – Avetis discusses his career journey and the events that lead to founding Growth Hunter.
[07:31.3] – Avetis explains what momentum marketing is.
[12:25.1] – Avetis shares the tactics marketers can use to keep up with momentum marketing.
[14:41.4] – How can you stand out on a topic everyone is discussing? Avetis offers his tips.
[20:02.0] – Avetis shares some marketing advice.
[22:24.5] – Avetis contact details.
Quotes
“If you keep obsessing over understanding your buyer, their needs on a personal level, there is a lot to gain as a marketer.” Avetis Ghazaryan, founder of Growth Hunter
Follow Avetis:
Avetis Ghazaryan on LinkedIn: https://www.linkedin.com/in/avetisghazaryan/
MRP website: https://www.growthhunter.com/
MRP on LinkedIn: https://www.linkedin.com/company/growth-hunter-official/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Chris Rack, CEO of MRP, a demand generation solution, joins Mike Maynard to discuss intent signals, lead generation, and how MRP can help accelerate B2B businesses' demand generation activities.
Chris explains the benefits of aggregating different intent signal sources and why this can work better across different industries and services. He shares why direct mailers may be the best strategy when targeting C-level personas and why sales remain a vital ingredient in the sales/marketing mix.
About MRP
MRP is a demand generation platform connecting assumptive and deterministic engagement signals to help brands identify target accounts with the highest likelihood for conversion.
Time Stamps
[00:39.0] – Chris discusses his current role at MRP and his career journey.
[01:18.1] – Chris dives straight into what MRP delivers for its customers.
[07:45.4] – Chris offers his insights into how to target the bottom of the sales funnel.
[14:05.0] – Sales is here to stay – Chris gives his thoughts on the vital role sales continues to play.
[17:38.3] – Chris discusses how MRP approaches its own marketing.
[20:55.8] – Chris shares some marketing advice.
[22:33.6] – Chris’s contact details.
Quotes
“Most of the conversations happening in B2B sales and marketing are about tactic... but those things are generally irrelevant if you have good timing.” Chris Rack, CEO at MRP.
“If you happen to know that a company is really, truly interested or has a challenge that your product can solve and you reach out to them - if your timing is good, your conversion rates are almost always good.” Chris Rack, CEO at MRP.
Follow Chris:
Chris Rack on LinkedIn: https://www.linkedin.com/in/christopherrack/
MRP website: https://www.mrpfd.com/about-mrp/
MRP on LinkedIn: https://www.linkedin.com/company/mrpfd/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Nathan Schlaffer, CEO and Founder of MarketMate AI, joined Mike to discuss his generative AI marketing automation platform that enables B2B marketers to connect with their buyer personas.
Nathan delves into Marketmate’s unique features, and how users can create buyer personas on the platform, which enable them to refine messaging and use generative AI which is tailored directly for the persona. He also shares practical advice on how to use AI to enhance marketing strategy and execution.
Listen to the podcast now via the links below:
About MarketMate AI
MarketMate AI is an AI marketing solution specifically for B2B. The software is unlike any other AI platform and is a marketing solution which tailors content for the clients wants and needs.
About Nathan
As the CEO and Co-Founder of MarketMate AI, Nathan is an advocate about the use of AI to connect marketing and sales. He brings ten years of expertise in aiding B2B SaaS firms in revenue growth and marketing team expansion.
Time Stamps
[00:42.00] – Nathan discusses his history and MarketMate AI.
[05:02.00] – Find out how to use AI to generate content for marketing campaigns.
[09:37.00] – Nathan discusses creating buyer personas with MarketMate AI and refining messaging.
[14:52.00] – Learn how MarketMate AI can be used for branding
[15:50.00] – Nathan shares the story behind MarketMate AI.
Quotes
“If you can take an AI model and train it on that market knowledge and insight, imagine the productivity gains you can get for having a new hire learn from the AI and have it write content.”
Follow Nathan:
Nathan Schlaffer on LinkedIn: https://www.linkedin.com/in/nathanschlaffer/
MarketMate AI website: https://www.marketmateai.com/
MarketMate AI on LinkedIn: https://www.linkedin.com/company/marketmate-ai-llc/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Asaf Darash, CEO of Regpack, and Kirsty Dawe, CEO of B2B website personalisation software Webeo, join Mike to discuss their collaborative project and how Webeo's software enables Regpack to increase website conversion rates and enhance the customer experience.
A great success story, the project demonstrates the impact personalisation can have on lead quality and Asaf and Kirsty share their advice on undertaking similar projects.
About Regpack
Regpack is an online registration, payment, and user management system that enables organisations to register applicants quickly and effectively.
About Webeo
Webeo is a software tool enabling B2B businesses to increase website conversions through personalisation.
About Asaf Darash:
Asaf Darash is the founder and CEO of Regpack. With extensive experience as an entrepreneur and investor, he has built three successful companies to date. He specialises in product development for the web, team building, and bringing a company from a concept to profitability. His specialties include extreme programming, programming languages, JavaScript, MongoDB, system structures and new media, enabling him to build versatile products based on achievable business models. He holds a PhD in New Media from Hebrew University of Jerusalem and has served as a visiting scholar at the University of California, Berkeley.
About Kirsty Dawe:
Kirsty Dawe is the CEO of Webeo, B2B website personalisation software that delivers a proven solution to the website conversion problem in B2B. Webeo’s software helps B2B organisations increase website leads by delivering a highly relevant, personalised experience to the B2B buyer as soon as they hit the website and tailoring that journey as they move through the funnel. Before Webeo, Kirsty held the role of Managing Director of award-winning agency Really B2B for 15 years. She has extensive knowledge and skills in B2B marketing, website customization, business growth, technology innovation, and full marketing mix in various sectors.
Time Stamps
[00:50.02] – Kirsty and Asaf share their respective career journeys.
[05:53.02] – Asaf explains why Regpack needed to work with Webeo to overcome challenges.
[11:24.09] – Kirsty explains how the Webeo platform can personalise website content.
[19:35.05] – Asaf discusses the time and cost investment involved in the project.
[21:14.00] – Kirsty shares the way businesses can ensure personalisation whilst sticking to legislation.
Follow Asaf:
Joe Zappa on LinkedIn: https://www.linkedin.com/in/asafdarash/
Regpack website: https://www.regpacks.com/
Regpack on LinkedIn: https://www.linkedin.com/company/regpack/
Follow Kirsty:
Kirsty Dawe on LinkedIn: https://www.linkedin.com/in/kirstydawe/
Webeo website: https://www.webeo.com/
Webeo on LinkedIn: https://www.linkedin.com/company/webeoglobal/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Joe Zappa, CEO and Founder of Sharp Pen Media, is an expert in the marketing technology space and joined Mike to discuss how marketers can maximise the impact of their marketing efforts.
Joe shares his insights into why constancy is important for long-term success, why marketers should dig deeper when developing personas and why he believes the AI generative phenomenon has been overblown.
About Sharp Pen Media
Sharp Pen Media specialises in content and PR for B2B companies in the AdTech and MarTech space, including enterprises, start-ups, and marketing agencies.
About Joe Zappa:
As an experienced B2B Ad MarTech Journalist, Joe has spent several years creating content for B2B companies. He is now the CEO and Founder of Sharp Pen Media, an agency supporting businesses in AdTech and MarTech.
Time Stamps
[01:11.09] – Joe discusses his current role at Sharp Pen Media and his career journey.
[06:06.02] – How do the marketing challenges of start-ups and established businesses differ.
[14:33.02] –Joe highlights some campaigns that have been successful in MarTech.
[17:59.04] – What impact is AI going to have? Joe shares his thoughts.
[24:49.09] – Joe offers the best marketing advice he has received.
[27:27.01] – Joe’s contact details.
Quotes
“I think the generative AI phenomenon has been overblown… I think AI Is ultimately at present more of a tactical tool” Joe Zappa, CEO and Founder at Sharp Pen Media.
Follow Joe:
Joe Zappa on LinkedIn: https://www.linkedin.com/in/joe-zappa-6229a4a8/
Sharp Pen Media website: https://www.sharppenmedia.com/
Sharp Pen Media on LinkedIn: https://www.linkedin.com/company/sharp-pen-media/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Mariam Lochoshvili, Global Marketing Communications Manager at Sensata Technologies, joins Mike Maynard for the next episode of our leading B2B marketing professionals series.
Mariam shares how following job opportunities around Europe led her to her role at Sensata, explains the importance of localising campaigns for maximum success, and shares her thoughts on why maintaining a strong company tone of voice might offer an advantage as AI increasingly saturates content across the industry.
About Sensata
Sensata is a global industrial technology company striving to create a cleaner, more efficient, electrified and connected world.
Time Stamps
[00:49.02] –Mariam discusses her career journey.
[12.39.08] – Mariam shares why authenticity and emotion is important when marketing B2B tech.
[13:49.09] – Why is localising so important? - Mariam and Mike discuss.
[18:09.0} – Mariam discusses the campaigns she is most proud of.
{23:29.01] – Mariam talks about AI and career prospects.
Quotes
"Talking about emotions is a new trend in B2B... when you connect to people on that emotional level, only then are you actually generating true interest." Mariam Lochoshvili, Global Marketing Communications Manager at Sensata Technologies
Follow Mariam:
Mariam Lochoshvili on LinkedIn: https://www.linkedin.com/in/mariam-lochoshvili/
Sensata website: https://www.sensata.com/
Sensata on LinkedIn: https://www.linkedin.com/company/sensata-technologies/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Matt Swalley, Co-Founder and Chief Business Officer at Omneky, an AI-powered ad platform, sat down with Mike to discuss the possibilities of AI in advertising and how businesses can maximise the benefits of AI-generated content in their campaigns.
He also shares why testing is integral to campaign success and why human input is essential when working with AI-generated content.
About Omneky
Omneky is an AI-powered platform that uses state-of-the-art deep learning to create and personalise creative content across customer touchpoints. Machine learning algorithms analyse designs and messaging and these insights are used to generate the content most likely to drive sales.
About Matt Swalley:
Matt Swalley is Co-Founder and Chief Business Officer of Omneky. Matt brings 13 years of strategic leadership experience and has an undergraduate degree from the Kelley School of Business at Indiana University, and an MBA from Warrington College of Business at the University of Florida.
Time Stamps
[00:46.01] – Matt discusses his career and why he moved from a corporate to a start-up role.
[06:34.08] – What is Omneky? How does it help its customers?
[13:49.09] –Matt discusses the importance of testing ads and campaigns.
[15:22.2] – Matt explains why human involvement is a must in AI-generated content.
[18:02.00] – Matt shares some use cases of Omneky.
[23:23.02] – Matt offers her marketing top tip.
Quotes
“The best part about AI is people's jobs are not necessarily being eliminated. They're being changed. People can think much quicker on concepts and stuff.” Matt Swalley, Co-Founder and Chief Business Officer at Omneky.
Follow Matt:
Matt Swalley on LinkedIn: https://www.linkedin.com/in/matt-swalley-59249533/
Omneky website: https://www.omneky.com/
Omneky on LinkedIn: https://www.linkedin.com/company/omneky/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Jodi Cerretani, VP of Marketing at RollWorks, an Account Based Marketing platform, sat down with Mike to discuss how marketers can use ABM to maximise their marketing efforts and how RollWorks can support this process. Jodi shares why it is more important than ever to focus on intent and how this can set you up for success. She also offers the best advice she has been given and provides her own advice for new marketers starting their careers.
About RollWorks
RollWorks is an account-based marketing platform for B2B marketing and sales. Through proprietary data and machine learning, RollWorks helps teams identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness.
Time Stamps
[00:27.00] – Jodi shared a little about her career journey and what lead her to RollWorks.
[04:20.00] – What is Rollworks? How does it help its customers – Jodi shares her insights.
[08:41.00] –Mike and Jodi discuss integrations and target audiences in ABM marketing
[12:49.00] – What marketing strategies and tactics does RollWorks use itself?
[17:02.00] – Jodi talks about measurement and pricing transparency
[21:47.00] – Jodi offers her marketing advice and industry insights
Quotes
“I think you have to be comfortable with a certain amount of ambiguity and instinct. Yes, this matters. Yes, this is going to drive action. Yes, this is worth my time. And it, it pushes the initiatives of a business forward, even though I can't see it in my…revenue.” Jodi Cerretani, VP of Marketing at RollWorks.
Follow Jodi:
Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/
RollWorks website: https://www.rollworks.com/
RollWorks on LinkedIn: https://www.linkedin.com/company/rollworks/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
In the latest interview of our leading B2B marketing professionals’ series, Mario Blandini, VP of Marketing at iXsystems, an open-source software storage company, sat down with Mike to discuss his career, how he came to work in the data storage industry and his top marketing tips.
Mario discusses how open-source companies work and the benefits this can result in for both the customers and the business. He shares the campaigns he is most proud of and some advice on how companies can attract young marketing talent.
About iXsystems
iX is an Open Source pioneer and the company behind TrueNAS®, the world’s most deployed storage software. Relied upon by millions in over 200 countries, TrueNAS is an award-winning universal data platform used by a majority of Fortune 500 companies.
Time Stamps
[00:45.06] – Mario explains how he ended up as VP of Marketing at iXsystems.
[08:34.0] – The right time to move from propriety storage to open source.
[11:43.0] – What is open source?
[18:07.0] – How do you promote something that will drive no immediate revenue?
[22:42.0] – Mario shares the campaign eh is most proud of.
[28:09.0] – What is the best piece of marketing advice you’ve been given?
[31:53.0] – Ways to get in touch and find out more.
Follow Mario:
Mario Blandini on LinkedIn: https://www.linkedin.com/in/mblandini/
iXsystems website: https://www.ixsystems.com/
iXsystems on Linkedin: https://www.linkedin.com/company/ixsystems/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Personas based on buying data and research can have a huge impact on both marketing and sales, allowing informed decisions to be made based on the needs of customers.
Jim Kraus, President of the Buyer Persona Institute, shares why building personas based on buying decisions and understanding the needs of prospective buyers is so important. He discusses some of the things to consider when building personas and some tips on how to get started.
About Buyer Persona Institute
Buyer Persona Institute offers B2B companies’ insight into what their prospective customers need to know and experience before they buy products or services. The institute delivers buying decision insights and persona activation workshops to more than 100 customers across the globe.
About Jim
With over three decades of experience managing market research teams, Jim has become a highly sought-after expert on the intersection of marketing, sales, and product strategy. As the President of Buyer Persona, Jim is passionate about understanding buyer behaviours and implementing marketing efforts that understand the "voice of the buyer."
Time Stamps
[00:49.6] – Jim provides an overview of Buyer Persona and how he got involved.
[05:00.9] – How do you build a buyer persona? – Jim offers his advice.
[10:45.0] – How should you leverage buyer personas?
[15:20.3] – Mistakes to avoid when developing buyer personas.
[22:01.7] – What is the best piece of marketing advice you’ve been given?
[23:13.4] – Would you recommend a career in marketing?
[26:21.9] – Ways to get in touch and find out more.
Quotes
“You’re not guessing, it’s not anecdotal. That is really the foundation of your marketing sales strategy, your messaging, your positioning, campaigns that you do. It’s pretty powerful when you have those insights.” Jim Kraus, President at Buyer Persona
Follow Jim:
Jim Kraus on LinkedIn: https://www.linkedin.com/in/jimkraus/
Buyer Persona Institute website: https://buyerpersona.com/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Everywhere you look, everything is about AI. But how can AI actually support content generation? In this special episode of the podcast, Napier’s Mike Maynard and Hannah Kelly discuss the capabilities of AI in marketing automation platforms. They also chat about how email signatures can be leveraged by marketers, what to consider when writing subject lines and how companies can grow their subscriber database.
Check out this crossover episode with Napier’s sister podcast, The Marketing Automation Moment, sharing the latest news, views and tips from the world of marketing automation.
Time Stamps
[01:03.0] – Will AI make our lives easier?
[04:44.0] – Can we use AI and generative AI to optimise campaigns?
[10:33.0] – Email signatures – how can marketers maximise their impact.
[12:51.0] – The challenges of growing subscriber databases whilst complying with GDPR.
[17:39.0] – How to write a good subject line.
Quotes
“Do you just want to be average in your marketing automation? Or do you want to create something that is above average? People who are above average will do better than AI.” Mike Maynard, Managing Director at Napier.
“AI can be a great start but if you think it’s going to replace you, unfortunately the good news is you’re job safe, the bad news is you’ve still got to do some work.” Mike Maynard, Managing Director at Napier.
Follow Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/hannah-kelly-b0706a107/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Accurate attribution is difficult, particularly in B2B tech, but it can be crucial in understanding the customer journey and what marketing activities drive revenue.
Buğra Gündüz, CEO of HockeyStack, an analytics and attribution platform for B2B businesses, breaks down how marketers can leverage their platforms to understand marketing data and the benefits of using specialist platforms.
He also shares his experience in growing his start-up business and the marketing activities helping to drive early-stage growth.
Market research is a massive industry, but despite this global interest, the sector lacks innovation and struggles to manage fraudulent data.
Sharekh Shaikh, founder of CleverX, discusses how his platform aims to provide market research teams with complete control of the quality and reliability of their research with access to top-level business professionals.
About CleverX
CleverX is an audience discovery platform for market and product research teams, connecting researchers with >20K senior professionals ranging from the world’s leading companies like Apple, McKinsey, NASA to founders of exciting startups.
About Sharekh
Sharekh Shaikh is a 2X founder in the human capital and the future of work space. He has successfully created businesses that have generated $ multi-million in sales. He has also raised >$1M on his new startup CleverX.
Time Stamps
[01:49.0] – Overview of CleverX and its uses.
[07:52.2] – Quantitative vs qualitive research – Sharekh discusses the two major methods of research
[11:53.2] – How is AI impacting the product? – The opportunities and pitfalls of AI in the research space
[20:40.7] – Would you recommend market research as a career to a young person?
[22:53.2] – What is the best piece of marketing advice you’ve been given?
[24:24.5] – Ways to get in touch and find out more.
Quotes
“Traditional ways of doing online surveys in the B2B space are very broken, it is almost 40% fraud data.” Sharekh Shaikh, Founder at CleverX.
“Companies which create narrative around a product, which probably isn't even the best product, still win.” Sharekh Shaikh, Founder at CleverX.
Follow Sharekh:
Sharekh Shaikh on LinkedIn: https://www.linkedin.com/in/sharekh-shaikh-4591874/
CleverX website: https://cleverx.com/
Follow CleverX: https://www.linkedin.com/company/cleverxhq/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
Bonnie Crater, President and CEO of Full Circle Insights, explains why companies struggle to identify what marketing activities impact pipeline opportunities and clarifies what attribution means and what to consider when selecting an attribution model.
She also shares the best piece of advice that she has received as a marketer and the insights she would give to someone starting their career.
Farzad Rashidi, Lead Innovator at Respona, a link-building tool, discusses the origin of the business as an internal tool within the content creation platform Visme. He shares top tips for getting good quality backlinks and creating backlink campaigns that benefit both the requesting business and the providing business.
He also shares how to capitalise on current trends and discusses a successful campaign involving Game of Thrones that dramatically increased Respona's page rankings.
Evan Kramer, CEO of MotionPoint, a tech-driven translation and localisation company, discusses the differences between translation and transcreation and the benefits that going beyond simple translation can have.
He also explains the impact translation can have on conversions and why you should measure their impact to determine the level of translation required.
Morgan McLintic, CEO and Founder of Firebrand Communications, breaks down what start-up companies need to consider when building their martech stack and why choosing the wrong products can result in losing visibility of what is and isn't working.
He also shares his optimistic views on how AI may change the marketing landscape and why this makes technology exciting again.
As one of the world's largest markets, China presents an excellent opportunity for many businesses. But how should you approach marketing to the region?
Domenica Di Lieto, CEO of leading Chinese marketing consultancy Emerging Comms, shares her experience and advice on growing businesses in China.
From choosing the correct channels to the importance of localisation, Domenica provides an overview of the differences marketers should consider when working with the Chinese market.
Haralds Gabrans Zukovs, Head of Marketing at Credolab, explains how through understanding how individuals use their smart devices, marketing teams can create campaigns optimised towards personality traits. He also describes how the additional insight can enhance marketing personas.
Haralds and Mike also discuss machine learning and AI, their impacts, benefits, and limitations.
When it comes to marketing automation platforms, the choices can seem endless. Jeff Day, Senior VP of Marketing at Act-On, discusses the key considerations mid-market marketing teams should consider when selecting a platform.
He explains the buyer journey, what customers need at each stage and how to create automated programs that encourage a buying decision.
Find out how to use data to identify what is engaging customers and inform where you send them next.
William Hearn is the Sales Director for EMEA and RoW at Sendinblue, an all-in-one marketing platform.
The marketing automation market is increasingly crowded, and William discusses how Sendinblue positions itself to stand out amongst competitors. Find out some of the different requirements for B2B and B2C marketers and how B2B can benefit from replicating B2C campaigns.
William also discusses some of the most effective campaigns he has seen and some of the simple techniques that can have a huge impact.
Ruben Vardanyan, Founder and CEO of digital publishing platform Joomag, shares how the traditional PDF has evolved in a more mobile-focused world and how interactive alternatives benefit both marketers and their customers.
He discusses the increasing requirements marketeers demand from their content, and how thoughtful personalisation leads to higher conversion rates. Find out how to optimise content based on reader behaviour and why we must educate businesses on how the digital world works.
Mark Williams-Cook, Founder of SEO tool AlsoAsked, explains how users can maximise the data provided by Google’s “people also asked” feature and how this information can be useful beyond just SEO.
He shares his journey to founding AlsoAsked and the advice he would give to someone just starting out in marketing or communications.
AI has become the hot topic across marketing, raising questions about its potential impact on the industry. Abhi Godara, CEO of Rytr, an AI content generator, shares his thoughts on the future of AI, and explains the technology behind Chat GPT and how other platforms, such as Rytr, build on this technology. He also shares how to get the most out of AI-powered content and why being aware of its limitations is important.
Rena Fallstrom, VP of Communications at Pure Storage, discusses how they adapted the communications strategy as competition in the industry dramatically expanded and how she collaborates with the international team to ensure communications are tailored to each region and no valuable region is ignored.
Discover why working with analysts can be beneficial and hear some top tips on how to build relationships with the analyst community, to ensure a beneficial working relationship.
In the latest podcast episode, Mike sits down with Mark Stouse, CEO of data analytics platform Proof Analytics.
Mark discusses the difference between marketing mix modelling (MMM) and marketing resource management (MRM) and how they can demonstrate the impact of marketing activities on business bottom line.
Mark also explains why it is vital to trust and use math when making marketing decisions and why pressure from the C-suite means this is increasingly important.
In the latest podcast episode, Mike sits down with Karthik Suresh, Co-Founder and Chief Product Officer at Ignition, a go-to-market platform automating the product launch process.
Karthik explains how noticing a gap in the SaaS market for a tool supporting product marketeers led to Ignition's development. He discusses the pros of working in start-ups versus large corporations, and what marketers should consider when undertaking a product launch.
Karthik also shares how to approach putting together a go-to-marketing plan, from establishing a target audience to communicating the value proposition of a new product.
Jeffrey Mack, VP of Marketing at Agility PR, sat down with Mike for the latest episode of Marketing B2B Technology.
Jeffrey discusses the benefits of having a PR platform that integrates distribution with measurement, and how measurement is becoming a critical component in successful PR strategies. He discusses how measuring PR success is evolving from traditional quantitative AVE data to more qualitative data and how marketing teams can benefit from this shift.
Jeffrey also shares his thoughts on the future of trade publications and why marketeers may have more impact from reaching out to smaller industry publications.
In the latest episode of Marketing B2B Technology, we interview Jason Byer, Marketing and Partnerships Manager at Crowdspring.
At a time when attention spans are shortening and competition rising, having great design assets can be vital to a successful marketing campaign. Crowdspring is a collaborative design platform that simplifies the design process.
Jason discusses how businesses can produce great designs whilst sticking to strict brand style guides, and the importance of the creative brief.
He also shares why he thinks marketers shouldn’t get hung up on the tactics and the advice he would give to someone just starting out in their marketing career.
As more people understand the value of SEO, competition increases. In this podcast episode, Mike chats with Sam Oh, VP of Marketing at Ahrefs who offer a suite of SEO tools from keyword research to competitor analysis.
Sam discusses Ahrefs’ commitment to reliable data and how bad data can lead to bad decisions.
He also offers advice on how marketeers can approach SEO campaigns and how impactful SEO fundamentals and basics can be for companies.
The internet is an increasingly crowded place, with competition rising and ad costs increasing. Ensuring landing pages are as optimised as possible is more important than ever. In our latest podcast episode, we interview Darby Sieben, Chief Product Officer at Unbounce, who shares top tips and insights about creating effective landing pages.
Darby shares how Unbounce continues to evolve to build tools that drive better conversions for marketeers, and his opinion on how pop-ups can be used for success.
He also shares the advice he has gained from throughout his career and discusses his goal of helping marketeers get better at what they do and levelling the playing field between small and large businesses.
In the latest episode of Marketing B2B Tech, we interview Terri Delfino, Chief Marketing Officer at FormAssembly, an online form builder.
Terri discusses what makes FormAssembly stand out amongst its competitors and how marketers can integrate forms into their marketing automation and CRM systems like Salesforce.
Terri talks about the importance of branding forms, and how features like pre-fills give customers a better experience. She also shares details around the need to be compliant with legislation, such as GDPR, is driving more people to tools like FormAssembly, where it is harder to make a mistake.
In our latest podcast episode, we interview Daan Reijnders, co-founder and CEO of Foleon, a content creation platform where users can create engaging long form content.
As an increasingly bigger portion of the customer journey is done offline, out of the marketeer’s view, the amount of individual investigation prospects do is increasing. Daan discusses how content is a good solution to support that journey and shares his expertise on how to ensure you capture attention and overcome shortening attention spans.
In the latest podcast episode, Mike sits down with Chad Reid, VP of Marketing at Jotform, an online form builder offering a suite of productivity tools.
Chad discusses what makes Jotform stand out amongst its competitors, shares which marketing tactics have proven to be the most successful and offers some top tips on how to maximise form conversions, as well as how to approach a marketing strategy when marketing to a broad audience.
Ian Ferguson, VP of Sales and Marketing at Lynx Software Technologies, sat down for our latest podcast episode in the B2B marketing professionals’ series.
Ian discusses his career in the B2B technology industry and shares his opinions on the importance of having technical knowledge when marketing such products. He also shares his insights into how the need to shorten sales cycles is impacting the balance between sales and marketing, the importance of saying no when prioritising marketing activities and how course-correcting campaigns based on ongoing metrics allows you to optimise their success.
In this podcast episode we interview Mike Roberts, Founder and CEO of SpyFu, a search analytics tool offering competitor keyword research tools.
Mike discusses how the tool leverages search data in real time, providing users with the data to build informed and successful campaigns for both paid search and SEO.
He also shares how the tool provides insights on multi-lingual campaigns, and how users should view competitor data to successfully influence future marketing campaigns.
In this podcast episode we interview Mike Roberts, Founder and CEO of SpyFu, a search analytics tool offering competitor keyword research tools.
Mike discusses how the tool leverages search data in real time, providing users with the data to build informed and successful campaigns for both paid search and SEO.
He also shares how the tool provides insights on multi-lingual campaigns, and how users should view competitor data to successfully influence future marketing campaigns.
In the latest episode of our leading B2B marketing professionals’ series, we interview Hannah Ingram, Marketing Manager at Ignys, an electronic and software development company. Hannah talks about how she built her career as a 360 marketer and the need to be quick to adapt and learn when marketing for a start-up business. She also discusses how marketers can build business credibility and increase prospect confidence in a business. Hannah also shares some valuable insights into how Ignys prioritise the channels they use for campaigns, and advice to new marketeers starting their careers.
In the latest episode of our leading B2B marketing professionals’ series, we interview Hannah Ingram, Marketing Manager at Ignys, an electronic and software development company. Hannah talks about how she built her career as a 360 marketer and the need to be quick to adapt and learn when marketing for a start-up business. She also discusses how marketers can build business credibility and increase prospect confidence in a business. Hannah also shares some valuable insights into how Ignys prioritise the channels they use for campaigns, and advice to new marketeers starting their careers.
In this podcast episode, we interview Zachariah Moreno, Co-Founder and CEO of SquadCast, a cloud recording studio platform.
Zachariah discusses his mission to cultivate creative collaboration and how his journey from a podcast listener to an aspiring podcast creator led him to becoming to a software creator.
He also shares his insights into what B2B businesses need to consider when launching their own podcasts, and how SquadCast’s unique development enables creators to overcome internet struggles and achieve good recording quality anywhere around the world.
In this podcast episode, we interview Zachariah Moreno, Co-Founder and CEO of SquadCast, a cloud recording studio platform.
Zachariah discusses his mission to cultivate creative collaboration and how his journey from a podcast listener to an aspiring podcast creator led him to becoming to a software creator.
He also shares his insights into what B2B businesses need to consider when launching their own podcasts, and how SquadCast’s unique development enables creators to overcome internet struggles and achieve good recording quality anywhere around the world.
In the second episode of our leading B2B marketing professionals’ series, we interview Alex Price, Senior Marketing Manager at Vicor, a global power components manufacturer.
Alex explains why he thinks the barriers between marketing and sales teams are being broken down and the importance of aligning marketing’s priorities with the sales team. He also discusses the importance of leveraging subject matter experts when marketing complex products and shares his insights into how marketers can appeal to a more technical audience.
In this podcast episode, we interview Cat Anderson, Head of Marketing at Sprout Social, a social media management solution.
Cat shares how she started her career in digital marketing, spending time working at Berlin-based technology start-ups before eventually landing at Sprout Social. She discusses the current lack of creativity in B2B social media compared to B2C, the opportunity this presents, and how social media offers a great, relatively low-cost platform for experimentation.
Cat also shares the benefits and insights social media tools can offer users and gives some tips and tricks on how to stand out and overcome a reluctance to be creative.
In the first interview of our leading B2B marketing professionals’ series, we talk to Marc Mustard, Global Head of Content and Brand at ABB Robotics, a pioneer in robotics, machine automation and digital services.
Marc gives insight into his career, how he came to work in robotics, and how he thinks the robotics industry will change the way we live. He also shares his thoughts on why there is no standard approach to B2B campaigns, and how marketers can be creative, as well as why it's time to stop thinking of business-to-business/business-to-consumer and time to think of business-to-human.
In this podcast episode, we interview Shannon Martin, Director of Communications at Podbean, a podcast publishing solution.
Shannon shares what B2B businesses need to consider when starting a podcast, the vital role that podcast hosting platforms play in distributing across different platforms, and how to understand the download metrics of a podcast episode.
In this podcast episode, we interview Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse, an AI-powered platform which removes manual intervention by identifying content quality issues and accelerating the research, creation and optimisation process.
Jeff explains what it means to publish fearlessly and how MarketMuse brings content confidence and the assurance that it will have a predictable and meaningful impact on the business.
He also shares the two most common editorial mistakes he sees with content marketing, and how MarketMuse’s insight is data-driven to support all teams within the creative, content writing and marketing departments.
In this podcast episode, we interview Matt Young, CEO at UserVoice, a product feedback management solution for SaaS platforms.
Matt explains how the platform captures user feedback to deliver insights into product problems and solutions and how this raw data can be used to inform marketing and sales strategies.
Matt also shares his insight into trends within the SaaS industry.
In this podcast episode, we interview Tim Langley, CEO and Founder at CANDDi, a digital intelligence tracking platform.
Tim shares his journey to founding CANDDi, and how the platform can help B2B marketers be more proactive by gathering data which allows them to engage with leads both at the top and bottom of the sales funnel.
He also shares how CANDDi supports sales teams and discusses the difference between third and first-party cookies, and how CANDDi uses this data.
In this podcast episode, we interview Sarah Bond, Vice President of Marketing at Lucky Orange, a website conversion optimization tool.
Sarah shares her career journey on how she got into marketing, and how Lucky Orange helps B2B marketers understand website visitor behaviour.
She explains the different tools available such as heat maps, session recordings, and live chat; and how these tools help understand visitors' behaviours in aggregate but also at an individual user level.
She also shares details on how Lucky Orange remains GDPR and CCPA compliant, and what she thinks is the key to conversion rate optimization.
In this podcast episode, we interview Laura Caveney, Head of Marketing at Ruler Analytics, a leading marketing attribution and marketing mix modelling software company.
Laura shares what makes Ruler Analytics different, how their platform gives power to the user through data by enabling them to optimize their campaigns and website with data-driven decisions; leaving “wishy washy metrics that mean very little”.
She also gives an example of how they helped a customer understand attribution and improved their marketing and explains the biggest mistakes that people make when optimising without data.
In this podcast episode, we interview Carolin Bink, VP of Customer Success at 1plusX, an AI-driven data management platform.
Carolin shares what makes 1plusX different to other data management platforms, and how their AI-first approach helps both publishers and marketers to utilize data and reach qualified leads instead of random audiences.
She also explains what the impact is for marketers with third party cookies going away, the benefits of AI, and what they are doing at 1plusX to generate real benefits for marketers and publishers.
In this podcast episode, we interview Alun Lucas, Managing Director of Zuko Analytics, a powerful form analytics platform.
Alun shares how Zuko helps businesses understand the analytics behind forms, and the why, when and where behind users not converting.
He also explains how Zuko works with A/B testing tools to allow businesses to A/B test on a granular level, as well as sharing the errors that have the biggest impact on the performance of forms, and how users can use analytics to double conversion rates.
In this podcast episode, we interview Jeroen Corthout, Co-Founder of Salesflare, a CRM platform.
Jeroen shares his journey to setting up Salesflare, and how the platform can help make sales teams lives easier by automatically entering data that previously would have been manual.
He also explains how he thinks CRMs should be benefiting salespeople, what the future of CRM's look like, and why lead scoring is a vital tactic that all B2B marketers should consider.
In this podcast episode, we interview Matthew Hunt, Founder of Automation Wolf, a company that supports B2B founders and CEOs create snackable content to develop personal brands on LinkedIn.
Matthew shares the process of how the team at Automation Wolf work with founders and CEOs to develop snackable content that keeps them top of mind and stay consistent in prospects newsfeeds; while also bridging the gap between short and long-form content.
He also shares why it's important to encourage CEOs to get involved in social media, how honest you should be in your posts, and his views on how broad the social marketing effort should be across a company.
In this podcast episode, we interview Emma Valentiner, Director of Strategic Content at CanIRank, an SEO software platform that uses AI to provide specific action recommendations.
Emma shares how the platform supports B2B marketers with improving SEO, why it's so important to layer SEO into other marketing activities, and why small search volumes in B2B can drive really valuable and qualified leads.
She also discusses why it's important to 'take all the voodoo out of SEO' to be successful, and shares her tips on how people generating content can rank higher.
In this podcast episode, we interview Ike Singh, Co-founder and CEO at Social27, a virtual and hybrid events platform.
Ike shares how event platforms can accelerate revenue, and how Social27 uses an AI recommendation engine to recommend content to the right people.
He also discusses why he thinks there needs to be a change in the way we deliver content due to COVID, as well as the challenges events face with networking, and how they can overcome them.
In this podcast episode, we interview Chris Willis, Chief Marketing Officer at Acrolinx, an AI-powered software that improves the quality and effectiveness of enterprise content.
Chris shares his journey to joining Acrolinx, his top tips for content generation, and how the platform helps increase the alignment and consistency of content for an organization.
He also explains how Acrolinx helps companies shrink the time it takes to get content from ideation to production to meet deadlines, and ultimately increase the amount of content being generated by making it easier to generate content that gets through the often difficult internal filters.
In this podcast episode, we interview Kate Terry, Head of Demand at Turtl, a content automation platform.
Kate shares why she thinks content is essentially communication, and why Turtl is persuading marketers to move away from webpages and PDFs. She discusses how the platform encourages an interactive and personalized approach, and how Turtl provides data that marketers can use to optimise content.
She also explains the benefits of real-time engagement data, how personalization can be used to increase results, and the true problems marketers face with PDFs.
In this podcast episode, we interview Mark Abrami, Senior Manager of Business Value Services at Hootsuite, a global leader in social media management.
Mark shares his career journey from psychology through to marketing, and why he decided to specialize in social media marketing. He explores why he thinks B2B social is lagging compared to B2C, and how B2B marketers need to overcome the fear associated with social media.
He also shares how Hootsuite's full enterprise solution grows and scales with different organizations, as well as tips on how to be successful, and the true benefits of having a social management solution.
In this podcast episode, we interview Martin Larsen, Chief Executive at Conferize, an event-based marketing technology platform.
Martin shares what led him to join Conferize, and provides some insights into why Denmark is a hotspot for marketing technology startups.
He also shares tips and advice on how B2B marketers can show the RoI from their events, why it's important to focus on the outcome as an organizer, and whether hybrid events will be the key approach for the future.
In this podcast episode, we interview Jose Palomino, Founder and CEO at Value Prop, a coaching company that helps B2B companies unite their marketing and sales teams to unlock new growth.
Jose shares the reason behind launching Value Prop and why strategy is the foundation to bringing marketing and sales teams together. He also shares the mistakes he sees B2B marketers make the most when trying to work with sales, and tips on how they can work effectively together.
About Jose Palomino:
Over the last 15 years, Jose Palomino has helped hundreds of B2B businesses systematize their strategy, marketing, and sales processes--unlocking over $250M in new growth. He is the CEO of Value Prop, creator of the Revenue Throughput System, and an author, professor, speaker, podcast host, and total comic book nerd. But above all, he loves helping B2B owners develop winning strategies to simplify their sales and marketing processes for greater ROI.
In this podcast episode, we interview Naren Hariparanthaman, Co-Founder and CEO at Social Animal, a content intelligence platform.
Naren shares his journey to founding the platform and reveals how Social Animal reduces the need for 'manual' work; helping B2B marketers with the full content marketing journey, from finding content ideas, through to distributing and building relationships with influencers.
In this podcast episode, we interview Riaz Kanani, Founder and CEO at Radiate B2B, an Account-Based Advertising and Marketing platform.
Riaz shares his career journey, from initially starting in marketing at the age of 18, through to identifying a need in the market and launching Radiate B2B.
He discusses how Radiate B2B helps companies cut through the noise and deliver a better buying experience, as well as sharing the tactics and techniques he finds are the most successful in ABM campaigns.
In this podcast episode, we interview Tim Bohn, Founder of GatedContent, an enterprise web form and content gating platform.
Tim shares how GatedContent is helping enterprise companies scale up their marketing automation and lead generation activities, to enable companies to build consistent campaigns easily and effectively across any website or content management system.
He also shares what strategies he thinks are best for driving lead generation through content marketing, and what B2B marketers could be doing wrong with forms and content to miss out on generating leads.
In this podcast episode, we interview Steffen Hedebrandt, Co-founder and Chief Revenue Officer at Dreamdata, a B2B revenue attribution platform.
Steffen shares his journey to co-founding Dreamdata, and how the platform is solving the problem of attribution and focussing on understanding the customer journey to support multi-touch in the B2B world.
He also shares why it's important that B2B marketers start digitalizing their customer's behaviour today, and how they can get started with attribution.
In this podcast episode, we interview Cassandra Jowett, Senior Director of Marketing at PathFactory, a B2B intelligent content platform.
Cassandra shares how her passion for content marketing led to her joining the PathFactory team, and how the platform helps B2B companies connect content to their customers and create experiences to grow revenue.
She also shares how PathFactory takes personalisation to the next level, and the importance of understanding what's in your content library.
In this podcast episode, we interview Shea Castle, Senior Customer Marketing Manager at Terminus, a leading Account-Based Marketing (ABM) platform.
Shea shares his story of how he became part of the Terminus team, and explains how Terminus and ABM flip the traditional marketing funnel, to deliver a full market approach to enable B2B companies to target the people that matter.
He also shares how Terminus is an orchestration platform that brings together first and third-party data points, and what the platform allows its customers to achieve.
In this podcast episode, we interview Andrew Hally, Chief Marketing Officer at Bynder, a digital asset management platform.
Andrew shares how digital asset management has evolved over the last few years, and how Bynder helps companies 'scale-up', using DAM to power the digital experience.
In this podcast episode, we interview Olivia Kenney, Marketing Manager at LeadSift, a sales intelligence platform that generates qualified leads using intent signals.
Olivia shares how LeadSift helps B2B marketers solve everyday issues, and how intent data can be used to get ahead of competitors and generate a higher quality of leads rather than a large quantity of leads. She also shares her views on why lead scoring should be an integral part of a marketing strategy, as well as some top tips on how B2B companies can do a better job in terms of lead generation and improving quality.
In this podcast episode, we interview Sam Ovett, co-founder of Mobile Pocket Office, which is leading the way in helping new and established businesses augment their human and technological resources to leverage growth and streamline productivity.
Sam shares his story from originally being a whitewater kayaker and guide to becoming a complete automation nerd, and how Mobile Pocket Office helps companies identify the opportunities they are missing out on, and which processes they can implement to ensure they are on calls that are closing deals rather than prospecting ones.
In this podcast episode, we interview Steve Zakur, CEO & Co-Founder of Solosegment, which provides software that drives engagement and leads with anonymous data and AI.
Steve shares his journey to co-founding Solosegment, and explains the meaning behind anonymous personalization. He also shares the key challenges of searching behaviour and how Solosegment helps its customers overcome this.
In this podcast episode, we interview Chris Newton, VP of Marketing and Business Development at Intellimize, a website optimization company, that intelligently optimizes each buyer’s path to drive more revenue, and more leads from websites.
Initially starting out as an engineer, Chris shares his journey to joining Intellimize, and explains why 'friend don't let friends run A/B tests'. He also provides some fantastic insights into why website optimization can have real meaningful impact, and how marketers can use Intellimize to optimise their homepage or landing page.
In this podcast episode, we interview Abhi Yadav Founder & CTO at Zylotech, a customer intelligence company that helps B2B marketers determine and deliver the right type of content for each website visitor.
Starting initially as an engineer, Abhi shares his journey to founding Zylotech, and how the platform adds value to present B2B marketers with the ‘full picture’, providing several sets of data to help them truly understand and communicate effectively with their website visitors. He also shares his opinion on how he views intent data changing marketing in the future, and how his current customers use Zylotech.
In this podcast episode, we interview Joel Harrison, Editor-in-Chief at B2B Marketing, who shares how the publication is evolving into a social community, with the decision to no longer publish the magazine and instead focus efforts on an online community named Propolis.
Joel also shares his thoughts on the biggest things marketers should be thinking about this year, and how social media will develop for B2B marketers in the future.
In this podcast episode, we interview Chip House, Chief Marketing Officer at SharpSpring, a cloud-based automation platform for marketing agencies and small to mid-sized businesses.
Having initially started his career in email marketing, Chip shares his view on marketing automation and why it is a revenue growth platform; as well as details on how SharpSpring's agency model helps clients achieve results, and why SharpSpring's vision to cross CRM, sales and marketing automation to provide a comprehensive suite of tools to small businesses will continue to be a major success in the next 5-10 years.
In this podcast episode, we interview Indrek Vainu, co-founder of AlphaBlues, which offers conversational AI technology, delivering chatbots that allow your customers to interact with your website at any time.
Indrek discusses why there is a need for chatbots in B2B marketing and shares how AlphaBlues technology helps his clients be successful.
This podcast episode I interview Chris Dickey a PR veteran, and founder and CEO of Visably, a new SaaS start up.
Chris discusses the strategy of Search Engine Visibility, and shares how he helps his clients maximise the likelihood of discovery on the first page via brand visibility, media and leveraging other people’s websites.
The Webinar Geek team believes that a webinar can be an added value to any organisation. Software should never be the reason to not start with webinars. This is why they are developing software that not only is user friendly, but is also pleasant to work with and can help you be successful.
We were looking for a suitable webinar platform for Napier: we wanted to deliver focussed webinars to a relatively small audience and wanted to see if there was a better solution than the well-known big providers such as Goto Webinar and Webex. When we found Webinar Geek, we subscribed and have been delighted with the platform, so we asked if we could interview one of the team.
We were lucky to be able to interview Remy Gardien, who is the CTO at Webinar Geek. His knowledge of webinars, and experience helping the many customers at Webinar Geek, meant he was able to pass on a wealth of knowledge. If you are not running a webinar, this might be the podcast episode to inspire you to start.
Ash has helped to build some of the UK’s biggest CEO’s & Founders into industry-leading influential figures on Social Media, particularly on LinkedIn. His journey started with Steven Bartlett, CEO of Social Chain, where Ash helped him to grow an audience of over 1,000,000+ across Social Media platforms. Steven is now widely considered the UK’s most influential marketer and is seeing huge commercial success.
More recently, Ash has launched his own company, Great Influence, where he has worked with CEOs including Umar Kamani, CEO of Pretty Little Thing, Julian Hearn, Founder of Huel and Sacha Lord, Founder of Parklife & Warehouse Project.
I've worked with Ash a few times and have never failed to be impressed. This episode is a great overview of how some of the most influential business people use LinkedIn and Ash is kind enough to share numerous tips that will help you, and your company's executives grow their influence on this important social platform.
SEMRush describes itself as the world's leading competitive research service for online marketing. The tool helps marketers optimise SEO, paid traffic, social media, content and PR as well as providing useful competitive research.
In this interview I discuss how marketing professionals that don't specialise in digital can make use of a tool such as SEMRush to improve their marketing campaigns. Fernando describes a wide range of useful tips and tricks that will let you improve the performance of your content and website immediately. This is a must-listen for anyone who cares about their content being found on search engines.
Groundhogg.io is disrupting the world of marketing automation with a self-hosted platform that is significantly cheaper than other commercial alternatives. In this episode of Marketing B2B Technology, I discuss how Adrian got to the point where he decided he wanted to build a marketing automation system, and how he managed to become so successful in such a short space of time. Adrian is very ambitious, wanting Groundhogg.io to be one of the most popular WordPress plugins, and he has a clear plan to get there. This is a great episode that anyone involved in digital marketing or WordPress development cannot afford to miss!
In this episode, Mike talks to Clive Over, a veteran Silicon Valley marketer who has recently joined the Napier team. Clive discusses
- His career in Silicon Valley
- The reasons why he has decided to join Napier and move back to the UK
- The differences between marketing in Europe and the USA
- What makes a great agency in B2B technology
- The future of the B2B Tech trade press
If you want to contact Clive, you can reach him on email or via LinkedIn.
In this episode, Hannah and Mike discuss the latest marketing news and trends, including:
- Some good news about the financial performance of the B2B publishing companies in Europe
- The implication of layoffs at Aspencore, the largest global publisher of titles for the electronics design industry
- News from Inbound 2019 about the growth of Account-Based Marketing (ABM)
- Other ideas from Inbound 2019, including LinkedIn tips and sales emails as part of marketing nurturing workflows
There are slides to accompany this podcast - you can view them at www.slideshare.net/NapierPR/marketing-trends-october-2019
A video of this episode is available here: youtu.be/cK9Ti8mRdv8
You can also access the transcript for this episode on our blog: https://www.napierb2b.com/2019/10/listen-to-napiers-first-ever-podcast/