Marketing B2B Technology

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 Nobl9 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 leverage website personalisation and explains how over-personalisation can harm effectiveness. She also shares her career journey from math graduate to marketer at a start-up.

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 and 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.   About HockeyStack HockeyStack is a San Francisco-based analytics and attribution tool for B2B companies. Connecting ads, websites, and CRM platforms, HockeyStack collects data in one place, and turns that data into visual customer journeys you can analyse.   About Buğra Buğra Gündüz is a CEO and co-founder of HockeyStack.   Time Stamps [00:39.2] – Overview of HockeyStack, its uses and how it was founded. [03:46.1] – Buğra discusses how marketers can understand what marketing activities drive people to become customers. [14:28.3] – Who is HockeyStack aimed at? [15:15.5] – How does HockeyStack approach marketing itself? [18:18.1] – What is the best piece of marketing advice you've been given? [24:23.5] – Ways to get in touch and find out more.   Quotes “Large enterprises don't understand how their marketing funnel works, which sources work, and which sources don't. Are they getting value out of what they're spending on a channel?” - Buğra Gündüz, CEO at HockeyStack   “I hear this all the time from clients - attribution is one of the hardest things. People are spending money, and to a large extent, it's very hard to know what drove prospects to become customers.” – Mike Maynard, Managing Director at Napier   Follow Farzad: Buğra Gündüz on LinkedIn: https://www.linkedin.com/in/bgrgndzz/ HockeyStack website: https://hockeystack.com/ Follow HockeyStack: https://www.linkedin.com/company/hockeystack/   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

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.