Marketing B2B Technology

Alex Alexin, Head of Demand Generation at Insightful, shares how she found her way into marketing and ultimately into demand gen. She unpacks what demand generation really means today, beyond leads, and why data, analytics, and operations are at the core of effective strategy. Learn how Insightful uses behavioral insights to refine personas, the evolving role of employee productivity tools, and how aligning sales and marketing on metrics drives better outcomes. Alex also shares a standout campaign that cut the sales cycle by 52% and highlights the value of testing, iteration, and curiosity in modern B2B marketing. About Insightful Insightful is a workforce analytics and productivity platform designed for modern teams looking to optimize performance, boost operational efficiency, and leverage data-driven workforce management. By integrating real-time activity tracking, behavioral analytics, and automated time mapping, Insightful simplifies employee monitoring, remote team oversight, and resource allocation, all within a single, intuitive platform. Known for promoting productivity transparency, Insightful replaces scattered reports and multiple tools with a unified, real-time visibility layer that connects daily work directly to meaningful business outcomes. Time Stamps 00:00:18 - Guest Introduction: Alex Alexin 00:00:42 - Alex's Career Journey 00:03:14 - Understanding Employee Monitoring 00:04:04 - The Purpose of Insightful's Software 00:05:36 - Reframing Employee Monitoring 00:06:15 - Marketing Approach Overview 00:06:33 - Defining Demand Generation 00:08:11 - Identifying Target Personas 00:12:06 - Balancing Brand Building and Demand Gen 00:12:23 - The Full Funnel Perspective 00:18:04 - SaaS vs. Other Industries 00:21:32 - Successful Campaigns and Learnings 00:24:25 - Key Marketing Advice 00:25:40 - Final Thoughts and Contact Information Quotes "I truly believe that the heart of demand generation is the operations behind it." – Alex Alexin, Head of Demand Generation at Insightful "It's all about how work happens and how you can really help your workforce do better or those workflows and those processes be better." – Alex Alexin, Head of Demand Generation at Insightful Follow Alex: Alex Alexin on LinkedIn: https://www.linkedin.com/in/alexandraalexin/ Insightful website: https://www.insightful.io/ Insightful on LinkedIn: https://www.linkedin.com/company/insightfulio/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com, an A/B testing tool, joins the podcast to explore the world of B2B marketing and conversion rate optimization. Eddie highlights how Convert.com is carving out a distinct space in the A/B testing world, emphasizes the challenges B2B marketers face, particularly around internal bureaucracy and slower adoption of testing strategies, and why agility remains a key differentiator. Mike and Eddie discuss the critical role of curiosity in navigating today’s marketing landscape and how Eddie’s diverse background informs his approach. About Convert.com Convert is a privacy-first A/B testing and web experimentation platform built for fast-growing businesses and agencies. Known for its robust integrations, flexible experimentation framework, and ethical data practices, Convert helps teams optimize digital experiences without compromising user trust. About Eddie Casado Eduardo “Eddie” Casado is a systems thinker, builder, and connector who thrives at the intersection of growth, product, and partnerships. With an MBA and years of cross-functional experience, he’s known for turning ambiguity into traction and having a strong bias for action. Curious by default and strategic by design, Eddie shares his wins, experiments, and lessons in public, helping other operators’ level up. He’s drawn to honest conversations about what works (and what doesn’t), and brings a deep respect for data, people, and long games. Currently leading Affiliate & Technology Partnerships at Convert.com, Eddie is most energized when creating repeatable systems, learning from peers, and unlocking compounding results through aligned collaboration. Time Stamps 00:00:17 - Guest Introduction: Eddie Casado 00:00:43 - Eddie's Career Background 00:03:40 - What Makes Convert.com Unique 00:06:59 - Maturity in MarTech and the Role of AI 00:09:23 - Challenges in B2B vs. B2C Marketing 00:10:35 - The Need for Improved Conversion Rates in B2B 00:14:04 - The Shift in B2B Customer Behavior 00:18:04 - Convert's Marketing Strategy 00:22:32 - The Role of AI in Marketing 00:24:26 - Best Marketing Advice and Career Tips Quotes "B2B needs to realize that people are not on LinkedIn to be sold on." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "The more value you can provide, the more top of mind you are. At the end of the day, the more consideration you'll have." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "I think we're just tired in B2B. We're tired of getting pitch slapped. We're tired of getting AI slapped with a generic message." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com Follow Eddie: Eddie Casado on LinkedIn: https://www.linkedin.com/in/eddie-casado/ Convert.com website: https://www.convert.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/convert-com/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Mark Wheeler, CMO of Storyblok, shares insights into how Storyblock differentiates itself from other headless CMS providers, discusses the shift from traditional search to AI search, and how an API-first approach can enhance content visibility in the age of generative. He offers valuable advice for marketers, encouraging them to focus on personalization and to be ambitious in their campaigns. He also advised those starting their marketing careers to embrace failure as a learning opportunity and to strive for impactful marketing that resonates with audiences. About Storyblok Storyblok is a headless CMS for marketers and developers who want to make a bigger, faster market impact. It frees you from the pain of legacy CMS platforms and empowers your teams to ship content quickly and build with complete flexibility. Brands like Adidas, T-Mobile, and Renault use Storyblok to make content management fun and collaborative. It’s Joyful Headless™ and it changes everything. About Mark Mark Wheeler is the CMO of Storyblok and leads the marketing strategy and execution to drive business growth and redefine the CMS category. Recognized as a Top 100 B2B global CMO, he's dedicated to building communities for marketers and developers. With a deep understanding of digital experiences, Mark ensures Storyblok delivers exceptional value. Previously, as CMO of LeanIX, he played a key role in doubling customers in two years and contributing to its successful acquisition by SAP. He has also held senior marketing roles at Nutanix, EMC, Sitecore, and Adobe. Time Stamps 00:00:18 - Guest Introduction: Mark Wheeler, CMO of Storyblock 00:00:42 - Mark's Career Journey in Tech Marketing 00:01:46 - What is a Joyful Headless CMS? 00:05:09 - The Relationship Between Marketers and Developers 00:07:47 - Who Uses a Headless CMS Like Storyblock? 00:09:31 - The Importance of API-First CMS in AI Search 00:14:09 - AI Tools and Enhancements in Storyblock 00:16:13 - Marketing Challenges with Legacy Platforms 00:19:07 - Strategies for Reaching Marketers 00:21:08 - Successful Campaigns and Content Strategies 00:24:03 - Quickfire Round: Marketing Advice Quotes "The Joyful brand or the Joyful Headless brand came about through really just speaking to a lot of our existing customers and partners who just kept on expressing that it got rid of a lot of the pain that they'd been feeling with their previous CMS products." Mark Wheeler, CMO of Storyblok “One of the brands that I think I most admire, particularly about 15 years ago, was HubSpot. And the reason I admired them in particular was because they really focused on their content marketing strategy." Mark Wheeler, CMO of Storyblok "I think the best managers will always celebrate failures as much as they celebrate the successes. And the best marketers I've always met... wanted to do the bigger and more impactful things." Mark Wheeler, CMO of Storyblok Follow Mark: Mark Wheeler on LinkedIn: https://www.linkedin.com/in/markwheeler/ Storyblok website: https://www.storyblok.com/ Storyblok on LinkedIn: https://www.linkedin.com/company/storyblok/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales. They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial. Lars explains how Dreamdata addresses the challenge of data overload in B2B marketing by building robust data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions. About Dreamdata Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth. About Lars Grønnegaard Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights. Time Stamps 00:00:43 - Lars's Career Journey and Founding Dreamdata 00:03:13 - Startup Environment in Denmark 00:05:30 - The Challenge of Data Clarity in Marketing 00:08:22 - Attribution vs. Incremental Sales Testing 00:10:39 - Long Buying Cycles in B2B 00:16:12 - Maintaining Data Models Over Time 00:19:17 - Freemium Model and Customer Trials 00:22:44 - Ad Spend and ROI Considerations 00:28:49 - Best Marketing Advice from Lars 00:29:39 - Advice for Aspiring Marketers 00:30:34 - Where to Learn More About Dreamdata Quotes "You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata "The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata Follow Lars: Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard Dreamdata’s website: https://dreamdata.io/ Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Emeric Ernoult, Co-Founder and CEO of Agorapulse, talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms. He encourages B2B marketers to focus on providing value through educational and entertaining content and offers practical advice for leveraging team members and influencers to enhance social media engagement. About Agorapulse Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok. About Emeric Ernoult Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments. Time Stamps 00:00:17 - Guest Introduction: Emeric Ernoult 00:02:07 - Differences Between the Bay Area and Europe for Startups 00:04:19 - Agorapulse: Solving Social Media Chaos 00:09:29 - B2B Marketing: Beyond LinkedIn 00:11:02 - Measuring Social Media Success 00:16:21 - The Challenge of Entertaining vs. Selling on Social Media 00:21:47 - Tips for B2B Marketers to Create Engaging Content 00:25:59 - Best Marketing Advice Received 00:28:34 - Advice for New Marketers 00:31:47 - Connecting with Emerick and Agorapulse Quotes "Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse. Follow Emeric: Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr Agorapulse’s website: https://www.agorapulse.com/ Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies. He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution. He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consistent messaging. About Brand Metrics Brand Metrics’ is a technology company measuring brand lift at scale. Brand Metric’s unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com About Sean Adams Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry. He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics. Time Stamps 00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics 00:02:46 - Overview of Brandmetrics 00:03:56 - Understanding Brand Lift 00:05:30 - Challenges of Last-Click Attribution 00:11:22 - B2C vs. B2B Brand Measurement 00:12:45 - Importance of Brand in B2B Marketing 00:14:02 - Advice for B2B Marketers on Branding 00:16:16 - Examples of Brand Lift Success 00:20:43 - Brandmetrics Marketing Strategy 00:24:36 - Quickfire Questions: Marketing Advice 00:27:02 - Contact Information and Closing Remarks Quotes "Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics. “One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics. “If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics. Follow Sean: Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/ Brand Metrics website: https://www.brandmetrics.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Riaz Kanani, CEO and founder of Radiate B2B returns to the podcast to discuss the evolving landscape of B2B marketing. Mike and Riaz explore the shift in buyer behaviour, the rise of account-based marketing (ABM), and the importance of intent data in driving effective campaigns. Riaz shares insights on common mistakes in ABM strategies and highlights the role of AI in shaping the future of marketing. About Radiate B2B Radiate B2B is a B2B advertising and intent data platform that helps companies reach their prospects at the right time, in the right place and with the right message. Radiate B2B has been nominated for Emerging Martech Vendor and UK Martech vendor of the year by B2B Marketing. About Riaz Kanani Riaz is the founder and CEO of Radiate B2B. Riaz has a history of building and scaling successful businesses and has been nominated for Entrepreneur of the Year multiple times. He is listed as a Top 25 global account based marketing thought leader by B2B Marketing and one of the Top Asian Stars in UK Tech by Diversity UK. He built one of the world’s largest video advertising networks and after exiting to Silverpop, scaled their presence internationally. Silverpop helped to set out the best practice for B2B marketing a decade ago and was a leader in B2B marketing automation and content marketing before exiting to IBM to create its marketing cloud platform. He has sat on the DMA email marketing council helping to set best practice for the email marketing industry, judge its awards and help shape data privacy and the use of data in the UK and Europe. He regularly writes and speaks on the BBC and elsewhere on the intersection between marketing, business and technology, its best practice and future trends. Time Stamps 00:00:18 - Guest Introduction: Riaz Kanani 00:01:50 - The Shift in B2B Buyer Behavior 00:03:09 - Evolution of Account-Based Marketing (ABM) 00:06:34 - Common Mistakes in ABM Campaigns 00:09:07 - The Role of Intent Data in Marketing 00:15:22 - Customer Success Stories with Radiate B2B 00:19:20 - Using Radiate B2B for Internal Marketing 00:20:42 - Future of MarTech and AI Integration 00:23:00 - Final Thoughts on ABM and Marketing Trends 00:23:19 - Best Marketing Advice Received 00:24:16 - Advice for Aspiring Marketers 00:25:23 - Conclusion and Invitation for Future Discussions Quotes "By the time they reach your website to convert, 70-80% of those companies have already shortlisted who they want to buy from." Riaz Kanani, CEO and Founder at Radiate B2B. "If you don't have a level of insight which tells you whether they're coming into market or they're in market, then there's a very high likelihood that project is going to fail." Riaz Kanani, CEO and Founder at Radiate B2B. "Intent data is merely a signal that attention is being given to a particular problem or area." Riaz Kanani, CEO and Founder at Radiate B2B. Follow Riaz: Riaz Kanani on LinkedIn: https://www.linkedin.com/in/riazkanani/ Radiate B2B website: https://radiateb2b.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/radiateb2b/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Ganesh Chithambalam, Co-founder at Recotap, explores how account-based marketing is evolving and discussed the challenges marketers face when it comes to effectively marketing their products. Learn how Recotap is transforming 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, 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, 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, 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...

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...

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...

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