Marketing B2B Technology

Ian Ferguson, VP of Sales and Marketing at Lynx Software Technologies, sat down for our latest podcast episode in the B2B marketing professionals’ series. Ian discusses his career in the B2B technology industry and shares his opinions on the importance of having technical knowledge when marketing such products. He also shares his insights into how the need to shorten sales cycles is impacting the balance between sales and marketing, the importance of saying no when prioritising marketing...

In this podcast episode we interview Mike Roberts, Founder and CEO of SpyFu, a search analytics tool offering competitor keyword research tools. Mike discusses how the tool leverages search data in real time, providing users with the data to build informed and successful campaigns for both paid search and SEO. He also shares how the tool provides insights on multi-lingual campaigns, and how users should view competitor data to successfully influence future marketing campaigns.

In the latest episode of our leading B2B marketing professionals’ series, we interview Hannah Ingram, Marketing Manager at Ignys, an electronic and software development company. Hannah talks about how she built her career as a 360 marketer and the need to be quick to adapt and learn when marketing for a start-up business. She also discusses how marketers can build business credibility and increase prospect confidence in a business. Hannah also shares some valuable insights into how Ignys...

In this podcast episode, we interview Zachariah Moreno, Co-Founder and CEO of SquadCast, a cloud recording studio platform. Zachariah discusses his mission to cultivate creative collaboration and how his journey from a podcast listener to an aspiring podcast creator led him to becoming to a software creator. He also shares his insights into what B2B businesses need to consider when launching their own podcasts, and how SquadCast’s unique development enables creators to overcome internet...

In the second episode of our leading B2B marketing professionals’ series, we interview Alex Price, Senior Marketing Manager at Vicor, a global power components manufacturer. Alex explains why he thinks the barriers between marketing and sales teams are being broken down and the importance of aligning marketing’s priorities with the sales team. He also discusses the importance of leveraging subject matter experts when marketing complex products and shares his insights into how marketers can...

In this podcast episode, we interview Cat Anderson, Head of EMEA Marketing at Sprout Social, a social media management solution. Cat shares how she started her career in digital marketing, spending time working at Berlin-based technology start-ups before eventually landing at Sprout Social. She discusses the current lack of creativity in B2B social media compared to B2C, the opportunity this presents, and how social media offers a great, relatively low-cost platform for...

In the first interview of our leading B2B marketing professionals’ series, we talk to Marc Mustard, Global Head of Content and Brand at ABB Robotics, a pioneer in robotics, machine automation and digital services. Marc gives insight into his career, how he came to work in robotics, and how he thinks the robotics industry will change the way we live. He also shares his thoughts on why there is no standard approach to B2B campaigns, and how marketers can be creative, as well as why it's time...

In this podcast episode, we interview Shannon Martin, Director of Communications at Podbean, a podcast publishing solution. Shannon shares what B2B businesses need to consider when starting a podcast, the vital role that podcast hosting platforms play in distributing across different platforms, and how to understand the download metrics of a podcast episode.

In this podcast episode, we interview Jeff Coyle, Co-Founder and Chief Strategy Officer at MarketMuse, an AI-powered platform which removes manual intervention by identifying content quality issues and accelerating the research, creation and optimisation process. Jeff explains what it means to publish fearlessly and how MarketMuse brings content confidence and the assurance that it will have a predictable and meaningful impact on the business. He also shares the two most common editorial...

In this podcast episode, we interview Matt Young, CEO at UserVoice, a product feedback management solution for SaaS platforms. Matt explains how the platform captures user feedback to deliver insights into product problems and solutions and how this raw data can be used to inform marketing and sales strategies. Matt also shares his insight into trends within the SaaS industry.

In this podcast episode, we interview Tim Langley, CEO and Founder at CANDDi, a digital intelligence tracking platform. Tim shares his journey to founding CANDDi, and how the platform can help B2B marketers be more proactive by gathering data which allows them to engage with leads both at the top and bottom of the sales funnel. He also shares how CANDDi supports sales teams and discusses the difference between third and first-party cookies, and how CANDDi uses this data.

In this podcast episode, we interview Sarah Bond, Vice President of Marketing at Lucky Orange, a website conversion optimization tool. Sarah shares her career journey on how she got into marketing, and how Lucky Orange helps B2B marketers understand website visitor behaviour. She explains the different tools available such as heat maps, session recordings, and live chat; and how these tools help understand visitors' behaviours in aggregate but also at an individual user level. She also...

In this podcast episode, we interview Laura Caveney, Head of Marketing at Ruler Analytics, a leading marketing attribution and marketing mix modelling software company. Laura shares what makes Ruler Analytics different, how their platform gives power to the user through data by enabling them to optimize their campaigns and website with data-driven decisions; leaving “wishy washy metrics that mean very little”. She also gives an example of how they helped a customer understand attribution...

In this podcast episode, we interview Carolin Bink, VP of Customer Success at 1plusX, an AI-driven data management platform. Carolin shares what makes 1plusX different to other data management platforms, and how their AI-first approach helps both publishers and marketers to utilize data and reach qualified leads instead of random audiences. She also explains what the impact is for marketers with third party cookies going away, the benefits of AI, and what they are doing at 1plusX to...

In this podcast episode, we interview Alun Lucas, Managing Director of Zuko Analytics, a powerful form analytics platform. Alun shares how Zuko helps businesses understand the analytics behind forms, and the why, when and where behind users not converting. He also explains how Zuko works with A/B testing tools to allow businesses to A/B test on a granular level, as well as sharing the errors that have the biggest impact on the performance of forms, and how users can use analytics to double...

In this podcast episode, we interview Jeroen Corthout, Co-Founder of Salesflare, a CRM platform. Jeroen shares his journey to setting up Salesflare, and how the platform can help make sales teams lives easier by automatically entering data that previously would have been manual. He also explains how he thinks CRMs should be benefiting salespeople, what the future of CRM's look like, and why lead scoring is a vital tactic that all B2B marketers should consider.

In this podcast episode, we interview Matthew Hunt, Founder of Automation Wolf, a company that supports B2B founders and CEOs create snackable content to develop personal brands on LinkedIn. Matthew shares the process of how the team at Automation Wolf work with founders and CEOs to develop snackable content that keeps them top of mind and stay consistent in prospects newsfeeds; while also bridging the gap between short and long-form content. He also shares why it's important to encourage...

In this podcast episode, we interview Emma Valentiner, Director of Strategic Content at CanIRank, an SEO software platform that uses AI to provide specific action recommendations. Emma shares how the platform supports B2B marketers with improving SEO, why it's so important to layer SEO into other marketing activities, and why small search volumes in B2B can drive really valuable and qualified leads. She also discusses why it's important to 'take all the voodoo out of SEO' to be successful,...

In this podcast episode, we interview Ike Singh, Co-founder and CEO at Social27, a virtual and hybrid events platform. Ike shares how event platforms can accelerate revenue, and how Social27 uses an AI recommendation engine to recommend content to the right people. He also discusses why he thinks there needs to be a change in the way we deliver content due to COVID, as well as the challenges events face with networking, and how they can overcome them.

In this podcast episode, we interview Chris Willis, Chief Marketing Officer at Acrolinx, an AI-powered software that improves the quality and effectiveness of enterprise content. Chris shares his journey to joining Acrolinx, his top tips for content generation, and how the platform helps increase the alignment and consistency of content for an organization. He also explains how Acrolinx helps companies shrink the time it takes to get content from ideation to production to meet deadlines,...