Marketing B2B Technology

Emir Zecovic, an experienced marketing professional in the B2B and SaaS space, joins Mike for a discussion about how to market B2B technology products. Emir highlights how marketers often miss opportunities by not focussing on large non-English speaking markets like South America and India. He shares why marketers should be data-obsessed to understand what influences the buying journey, and why working within start-ups may offer new marketers greater career opportunities. About TextGrid, 12min and OpenGraph TextGrid offers communication APIs for SMS, MMS, voice and email. With cloud communications, businesses are empowered to build, scale and innovate. 12min is a platform that chooses, reads and summarises the most important non-fiction books. OpenGraph generates meta tags and social media previews for any URL on the web in a few simple steps. About Emir Emir Zecovic is CMO at 12min and is currently also in transition between roles as CMO at TextGrid and Senior Business Development Consultant at OpenGraph. He is a determined, data-driven and versatile marketer with over 7 years of experience in managing teams, devising and implementing growth strategies for SaaS B2B and B2C companies. Time Stamps [00:51.1] – Emir shares how he got to this point in his career. [04:46.8] – Emir discusses why it is important not to overlook non-English speaking markets. [08:49.7] – Emir shares his approach to marketing as a CMO. [16:27.0] – How does Emir encourage form fills? [20:26.8] – What impact is AI going to have on the industry. [23:58.1] – Emir offers some career advice to new marketeers. [26:42.9] – Emir’s contact details. Quotes “Trying to be as international as possible in a business is always a good idea, don't underestimate countries you're not familiar with.” Mike Maynard, Managing Director at Napier. “I've heard people say that they don't like Google Ads or Facebook ads or SEO, but I doubt anybody has ever said that they regret having a good email list” Emir Zecovic, CMO at 12min Follow Emir: Emir Zecovic on LinkedIn: https://www.linkedin.com/in/emir-zecovic-074882166/ TextGrid Website: https://textgrid.com/ TextGird LinkedIn: https://www.linkedin.com/company/textgrid/ OpenGraph Website: https://www.opengraph.xyz/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Sean Campbell, CEO and Founder of Cascade Insights, is the latest guest to join Mike Maynard for the Marketing B2B Technology podcast. Sean discusses the benefits of using market research platforms, explores the pros and cons of qualitative versus quantitative data, and talks about the challenges of getting research responses within the B2B industry. About Cascade Insights Cascade Insights empowers B2B technology companies with customized market research and marketing services. For over a decade, we’ve served Fortune 500 enterprises like Microsoft, Adobe, IBM, Dell Technologies, AWS, and Google as well as mid-markets and startups. In an industry that’s ever-changing, we deliver the tools and resources to help businesses navigate the market and seize opportunities for growth. Want to learn how well your brand resonates with buyers, or why your superior product keeps losing to a competitor? Maybe you need updated messaging to win more deals and generate more leads. About Sean Sean has been training, mentoring, and educating all his life. An exceptionally well-regarded conference speaker and author, Sean has delivered talks for Fortune 50 companies and top-tier conferences. He has also been the author of several books on technical and business topics. Sean has also been a professional services firm owner for over 20 years. He is passionate about running a remote-first company, and has been doing so long before it was cool – dating back to the 20th century! His professional services work has spanned consulting engagements with the Fortune 50 and startups you have heard of; the sale of his first professional services company, and the growth of delivery, sales, marketing, and operational practices inside professional services firms. Time Stamps [00:41.5] – Sean discusses his career and what lead him to market research. [03:54.0] – Sean talks about Cascade Insights, what it is and its capabilities. [06:09.8] – Sean discusses why he chose to focus on the B2B industry. [16.10.4] – What are the benefits of using a market research platform vs in-house research? [19:39.7] – Sean shares how he thinks market research is going to change in the future. [21.59.7] – What advice would you give to someone joining the profession? [26:07.2] – Sean’s contact details. Follow Sean: Sean Campbell on LinkedIn: https://www.linkedin.com/in/seancampbell/ Cascade Insights website: https://www.cascadeinsights.com/ Cascade Insights on LinkedIn: https://www.linkedin.com/company/cascade-insights/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

How can marketing and sales work together? Darren Mitchell, Sales Leader and host of the Exceptional Sales Leader Podcast, joins Mike Maynard to discuss sales enablement and how sales and marketing teams can work together to provide true value to prospects throughout the buyer journey. Darren shares the career journey that led him to become a sales leader, he explains what sales enablement means and shares his thoughts on why current team structures may negatively impact buyer experience. About Darren Darren Mitchell is an expert in sales with a successful career in corporate sales, sales management, people leadership, people development and leadership coaching. Darren now works with sales leaders and their teams to create and implement sales leadership plans that deliver outstanding sales and revenue results. Time Stamps [00:55.5] – Darren shares how his career started [03:50.3] – What is sales enablement? Darren explains. [06:41.8] – How can marketing and sales work together? [14:17.5] – What role should tools play in the sales process? [23:06.5] – Darren shares the advice he would give to a young person starting their career. [25:17.2] – Darren’s contact details. Quotes “I think sometimes people look at tools like the be all and end all and they forget that people by from people.” Darren Mitchel, Sales Leader. Follow Darren: Darren Mitchell on LinkedIn: https://www.linkedin.com/in/sales-leadership-coach/ Darren’s website: https://darrenmitchell.com.au/about-darren/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Inge Boubez, Director of Enterprise Marketing at Moz, is the latest guest to join the Marketing B2B Technology podcast. Inge explains how, although the fundamentals of SEO haven't changed, the rise in AI may have an impact in the industry and offers some thoughts on how marketers can address the potential challenges. She discusses both the Moz and STAT Search Analytics platforms, their functionality and how marketers can get the most out of the platforms. About STAT Search Analytics Inge focusses on STAT Search Analytics, a product by Moz. STAT is a SERP tracking and analytics platform for tackling large-scale SEO with accuracy and ease. STAT delivers precision SERP insights, fresh each day, helping unlock new opportunities, drive more visibility, and prove the value of SEO. About Inge Inge brings over two decades of technology marketing expertise to her role as Director of Enterprise Marketing at Moz, where she focuses on STAT Search Analytics. Her extensive career has covered a wide range of settings, from innovative startups and small-to-medium-sized businesses to global industry leaders. Notably, Inge has contributed significantly at SAP and Layer 7 Technologies (which was acquired by Computer Associates) before her tenure at Moz. Her broad skill set includes demand generation, branding, customer engagement, channel strategy, global event management, and public relations, making her a highly respected and well versed professional in the marketing field. Time Stamps [00:48.8] – Inge shares her career journey and explains how Moz and STAT fit into Ziff Davis. [03:56.5] – How can STAT help with SEO? Inge explains. [07:39.0] – Inge explains who can use STAT and the training resources available. [12:25.0] – Inge discusses some of the common mistakes made when optimising for search engines. [13:52.9] – The potential impact of AI on SEO [18:07.9] – How is SEO going to change in the future? [25:23.1] – Inge’s contact details. Quotes “We're not just reaching out. We're engaging and understanding what makes our audience tick. And that's the future of marketing.” Inge Boubez, Director of Enterprise Marketing at Moz. “Keep your eyes peeled for the next big thing, but don't forget that it's all about connecting with people on a human level. We're all humans, whether we're talking to the different personas like CEOs, CFOs, SEOs all over the world, we're all still humans.” Inge Boubez, Director of Enterprise Marketing at Moz. “We're helping SEO professionals understand their unique search landscape and how they're positioned in it, and also helping them find new search opportunities and strategies.” Inge Boubez, Director of Enterprise Marketing at Moz. Follow Inge: Inge Boubez on LinkedIn: https://www.linkedin.com/in/inge-boubez/ STAT Search Analytics website: https://getstat.com/napier/ STAT Search Analytics on LinkedIn: https://www.linkedin.com/company/stat-search-analytics/ STAT Search Analytics on Twitter: https://twitter.com/getSTAT STAT Search Analytics on Instagram: https://www.instagram.com/getstat/ Moz website: https://moz.com/ Moz on LinkedIn: https://www.linkedin.com/company/moz/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Staying within brand guidelines can be a challenge, and as the use of AI in marketing rises, this will become increasingly difficult. Rob May, founder of BrandGuard, explains how solving user challenges transformed his platform from what was initially an advertising platform into an entirely different product that uses AI to identify branding issues. He shares his career journey, how the rise in generative AI drew him back into the start-up space, how different AI models work, and the impact he believes AI will have over the next five years. About BrandGuard BrandGuard is an AI-powered brand governance platform that helps ensure brand consistency in customer facing assets, such as advertisements, generated by both humans and machines. About Rob Rob May is the founder and CEO of BrandGuard and is a leading figure in the field of generative AI and brand safety. With his extensive background in entrepreneurship and angel investing, Rob brings a wealth of knowledge and expertise to the table. Time Stamps [00:43.3] – Rob discusses His career journey and why he founded BrandGuard. [01:47.5] – Rob goes into detail about BrandGuard, its beginnings and what it does. [12:33.0] – Rob explains some off the issues with branding in AI content. [16:10.0] – Who can use BrandGuard? Rob discusses what businesses can benefit. [18:45.6] – Rob shares his thoughts on how AI is going to change marketing. [22:59.8] – Rob’s contact details. Follow Rob: Rob May on LinkedIn: https://www.linkedin.com/in/robmay/ BrandGuard website: https://www.brandguard.ai/ BrandGuard on LinkedIn: https://www.linkedin.com/company/brandguard-ai/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Sara Madison, Global Head of Product Marketing at Outbrain, an advertising platform, sat down with Mike to talk all things advertising. She discusses the industry's current challenges, why she believes audience attention will become an increasingly important metric and offers her thoughts on whether LinkedIn is a good use of a B2B advertising budget. She also discusses her passion for product marketing and how her experience in both large enterprises and start-ups has influenced her career. About Outbrain Outbrain is a leading technology platform that drives business results by engaging people across the open internet. Outbrain predicts moments of engagement to drive measurable outcomes for advertisers and publishers using AI and machine learning across more than 7,000 online properties globally. Founded in 2006, Outbrain is headquartered in New York with offices in Israel and across the United States, Europe, Asia-Pacific, and South America. About Sara Sara, who is the Global Head of Product Marketing Outbrain, is a digital media specialist with experience designing and leading strategic initiatives in startups and large organizations. She has a track record helping organizations solve issues, create value, maximize growth and improve business performance with a highly analytical approach. Time Stamps [00:46.1] – Sara discusses her career journey in marketing. [03:47.7] – Sara talks about Outbrain, what it is and its capabilities. [06:48.8] – Sara discusses challenges in the advertising industry. [13:19.2] – Sara shares how Microsoft successfully used Outbrain to support a campaign. [17:52.4] – Is LinkedIn a good use of B2B advertising budget? Sara shares her opinions. [26:11.9] – Sara’s contact details. Quotes “Approach marketing with an open mind, it's important to be curious and to be open to learning things before committing on a specific path.” Sara Madison, Global Head of Product Marketing at Outbrain. Follow Sara: Sara Madison on LinkedIn: https://www.linkedin.com/in/sara-madison-21028434/ Outbrain website: https://www.outbrain.com/ Outbrain on LinkedIn: https://www.linkedin.com/company/outbrain/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Avetis Ghazaryan, Founder of Growth Hunter, a community for SaaS professionals, shares how momentum marketing can enable marketers to overcome marketing challenges and increase pipeline growth. Avetis explains what momentum marketing is, shares some strategies on how to stand out, and offers some advice on how to maximise impact. About Growth Hunter Growth Hunter is a resource for SaaS professionals to learn, share knowledge and find inspiration for high-demand impact and momentum marketing. About Avetis Avetis Ghazaryan is the founder of Growth Hunter with over a decade of experience helping SaaS companies developed impactful sales and marketing processes by tapping into high-congregation events. Time Stamps [00:47.2] – Avetis discusses his career journey and the events that lead to founding Growth Hunter. [07:31.3] – Avetis explains what momentum marketing is. [12:25.1] – Avetis shares the tactics marketers can use to keep up with momentum marketing. [14:41.4] – How can you stand out on a topic everyone is discussing? Avetis offers his tips. [20:02.0] – Avetis shares some marketing advice. [22:24.5] – Avetis contact details. Quotes “If you keep obsessing over understanding your buyer, their needs on a personal level, there is a lot to gain as a marketer.” Avetis Ghazaryan, founder of Growth Hunter Follow Avetis: Avetis Ghazaryan on LinkedIn: https://www.linkedin.com/in/avetisghazaryan/ MRP website: https://www.growthhunter.com/ MRP on LinkedIn: https://www.linkedin.com/company/growth-hunter-official/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Chris Rack, CEO of MRP, a demand generation solution, joins Mike Maynard to discuss intent signals, lead generation, and how MRP can help accelerate B2B businesses' demand generation activities. Chris explains the benefits of aggregating different intent signal sources and why this can work better across different industries and services. He shares why direct mailers may be the best strategy when targeting C-level personas and why sales remain a vital ingredient in the sales/marketing mix. About MRP MRP is a demand generation platform connecting assumptive and deterministic engagement signals to help brands identify target accounts with the highest likelihood for conversion. Time Stamps [00:39.0] – Chris discusses his current role at MRP and his career journey. [01:18.1] – Chris dives straight into what MRP delivers for its customers. [07:45.4] – Chris offers his insights into how to target the bottom of the sales funnel. [14:05.0] – Sales is here to stay – Chris gives his thoughts on the vital role sales continues to play. [17:38.3] – Chris discusses how MRP approaches its own marketing. [20:55.8] – Chris shares some marketing advice. [22:33.6] – Chris’s contact details. Quotes “Most of the conversations happening in B2B sales and marketing are about tactic... but those things are generally irrelevant if you have good timing.” Chris Rack, CEO at MRP. “If you happen to know that a company is really, truly interested or has a challenge that your product can solve and you reach out to them - if your timing is good, your conversion rates are almost always good.” Chris Rack, CEO at MRP. Follow Chris: Chris Rack on LinkedIn: https://www.linkedin.com/in/christopherrack/ MRP website: https://www.mrpfd.com/about-mrp/ MRP on LinkedIn: https://www.linkedin.com/company/mrpfd/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Nathan Schlaffer, CEO and Founder of MarketMate AI, joined Mike to discuss his generative AI marketing automation platform that enables B2B marketers to connect with their buyer personas. Nathan delves into Marketmate’s unique features, and how users can create buyer personas on the platform, which enable them to refine messaging and use generative AI which is tailored directly for the persona. He also shares practical advice on how to use AI to enhance marketing strategy and execution. Listen to the podcast now via the links below: About MarketMate AI MarketMate AI is an AI marketing solution specifically for B2B. The software is unlike any other AI platform and is a marketing solution which tailors content for the clients wants and needs. About Nathan As the CEO and Co-Founder of MarketMate AI, Nathan is an advocate about the use of AI to connect marketing and sales. He brings ten years of expertise in aiding B2B SaaS firms in revenue growth and marketing team expansion. Time Stamps [00:42.00] – Nathan discusses his history and MarketMate AI. [05:02.00] – Find out how to use AI to generate content for marketing campaigns. [09:37.00] – Nathan discusses creating buyer personas with MarketMate AI and refining messaging. [14:52.00] – Learn how MarketMate AI can be used for branding [15:50.00] – Nathan shares the story behind MarketMate AI. Quotes “If you can take an AI model and train it on that market knowledge and insight, imagine the productivity gains you can get for having a new hire learn from the AI and have it write content.” Follow Nathan: Nathan Schlaffer on LinkedIn: https://www.linkedin.com/in/nathanschlaffer/ MarketMate AI website: https://www.marketmateai.com/ MarketMate AI on LinkedIn: https://www.linkedin.com/company/marketmate-ai-llc/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Asaf Darash, CEO of Regpack, and Kirsty Dawe, CEO of B2B website personalisation software Webeo, join Mike to discuss their collaborative project and how Webeo's software enables Regpack to increase website conversion rates and enhance the customer experience. A great success story, the project demonstrates the impact personalisation can have on lead quality and Asaf and Kirsty share their advice on undertaking similar projects. About Regpack Regpack is an online registration, payment, and user management system that enables organisations to register applicants quickly and effectively. About Webeo Webeo is a software tool enabling B2B businesses to increase website conversions through personalisation. About Asaf Darash: Asaf Darash is the founder and CEO of Regpack. With extensive experience as an entrepreneur and investor, he has built three successful companies to date. He specialises in product development for the web, team building, and bringing a company from a concept to profitability. His specialties include extreme programming, programming languages, JavaScript, MongoDB, system structures and new media, enabling him to build versatile products based on achievable business models. He holds a PhD in New Media from Hebrew University of Jerusalem and has served as a visiting scholar at the University of California, Berkeley. About Kirsty Dawe: Kirsty Dawe is the CEO of Webeo, B2B website personalisation software that delivers a proven solution to the website conversion problem in B2B. Webeo’s software helps B2B organisations increase website leads by delivering a highly relevant, personalised experience to the B2B buyer as soon as they hit the website and tailoring that journey as they move through the funnel. Before Webeo, Kirsty held the role of Managing Director of award-winning agency Really B2B for 15 years. She has extensive knowledge and skills in B2B marketing, website customization, business growth, technology innovation, and full marketing mix in various sectors. Time Stamps [00:50.02] – Kirsty and Asaf share their respective career journeys. [05:53.02] – Asaf explains why Regpack needed to work with Webeo to overcome challenges. [11:24.09] – Kirsty explains how the Webeo platform can personalise website content. [19:35.05] – Asaf discusses the time and cost investment involved in the project. [21:14.00] – Kirsty shares the way businesses can ensure personalisation whilst sticking to legislation. Follow Asaf: Joe Zappa on LinkedIn: https://www.linkedin.com/in/asafdarash/ Regpack website: https://www.regpacks.com/ Regpack on LinkedIn: https://www.linkedin.com/company/regpack/ Follow Kirsty: Kirsty Dawe on LinkedIn: https://www.linkedin.com/in/kirstydawe/ Webeo website: https://www.webeo.com/ Webeo on LinkedIn: https://www.linkedin.com/company/webeoglobal/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Joe Zappa, CEO and Founder of Sharp Pen Media, is an expert in the marketing technology space and joined Mike to discuss how marketers can maximise the impact of their marketing efforts. Joe shares his insights into why constancy is important for long-term success, why marketers should dig deeper when developing personas and why he believes the AI generative phenomenon has been overblown. About Sharp Pen Media Sharp Pen Media specialises in content and PR for B2B companies in the AdTech and MarTech space, including enterprises, start-ups, and marketing agencies. About Joe Zappa: As an experienced B2B Ad MarTech Journalist, Joe has spent several years creating content for B2B companies. He is now the CEO and Founder of Sharp Pen Media, an agency supporting businesses in AdTech and MarTech. Time Stamps [01:11.09] – Joe discusses his current role at Sharp Pen Media and his career journey. [06:06.02] – How do the marketing challenges of start-ups and established businesses differ. [14:33.02] –Joe highlights some campaigns that have been successful in MarTech. [17:59.04] – What impact is AI going to have? Joe shares his thoughts. [24:49.09] – Joe offers the best marketing advice he has received. [27:27.01] – Joe’s contact details. Quotes “I think the generative AI phenomenon has been overblown… I think AI Is ultimately at present more of a tactical tool” Joe Zappa, CEO and Founder at Sharp Pen Media. Follow Joe: Joe Zappa on LinkedIn: https://www.linkedin.com/in/joe-zappa-6229a4a8/ Sharp Pen Media website: https://www.sharppenmedia.com/ Sharp Pen Media on LinkedIn: https://www.linkedin.com/company/sharp-pen-media/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Mariam Lochoshvili, Global Marketing Communications Manager at Sensata Technologies, joins Mike Maynard for the next episode of our leading B2B marketing professionals series. Mariam shares how following job opportunities around Europe led her to her role at Sensata, explains the importance of localising campaigns for maximum success, and shares her thoughts on why maintaining a strong company tone of voice might offer an advantage as AI increasingly saturates content across the industry. About Sensata Sensata is a global industrial technology company striving to create a cleaner, more efficient, electrified and connected world. Time Stamps [00:49.02] –Mariam discusses her career journey. [12.39.08] – Mariam shares why authenticity and emotion is important when marketing B2B tech. [13:49.09] – Why is localising so important? - Mariam and Mike discuss. [18:09.0} – Mariam discusses the campaigns she is most proud of. {23:29.01] – Mariam talks about AI and career prospects. Quotes "Talking about emotions is a new trend in B2B... when you connect to people on that emotional level, only then are you actually generating true interest." Mariam Lochoshvili, Global Marketing Communications Manager at Sensata Technologies Follow Mariam: Mariam Lochoshvili on LinkedIn: https://www.linkedin.com/in/mariam-lochoshvili/ Sensata website: https://www.sensata.com/ Sensata on LinkedIn: https://www.linkedin.com/company/sensata-technologies/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Matt Swalley, Co-Founder and Chief Business Officer at Omneky, an AI-powered ad platform, sat down with Mike to discuss the possibilities of AI in advertising and how businesses can maximise the benefits of AI-generated content in their campaigns. He also shares why testing is integral to campaign success and why human input is essential when working with AI-generated content. About Omneky Omneky is an AI-powered platform that uses state-of-the-art deep learning to create and personalise creative content across customer touchpoints. Machine learning algorithms analyse designs and messaging and these insights are used to generate the content most likely to drive sales. About Matt Swalley: Matt Swalley is Co-Founder and Chief Business Officer of Omneky. Matt brings 13 years of strategic leadership experience and has an undergraduate degree from the Kelley School of Business at Indiana University, and an MBA from Warrington College of Business at the University of Florida. Time Stamps [00:46.01] – Matt discusses his career and why he moved from a corporate to a start-up role. [06:34.08] – What is Omneky? How does it help its customers? [13:49.09] –Matt discusses the importance of testing ads and campaigns. [15:22.2] – Matt explains why human involvement is a must in AI-generated content. [18:02.00] – Matt shares some use cases of Omneky. [23:23.02] – Matt offers her marketing top tip. Quotes “The best part about AI is people's jobs are not necessarily being eliminated. They're being changed. People can think much quicker on concepts and stuff.” Matt Swalley, Co-Founder and Chief Business Officer at Omneky. Follow Matt: Matt Swalley on LinkedIn: https://www.linkedin.com/in/matt-swalley-59249533/ Omneky website: https://www.omneky.com/ Omneky on LinkedIn: https://www.linkedin.com/company/omneky/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Jodi Cerretani, VP of Marketing at RollWorks, an Account Based Marketing platform, sat down with Mike to discuss how marketers can use ABM to maximise their marketing efforts and how RollWorks can support this process. Jodi shares why it is more important than ever to focus on intent and how this can set you up for success. She also offers the best advice she has been given and provides her own advice for new marketers starting their careers. About RollWorks RollWorks is an account-based marketing platform for B2B marketing and sales. Through proprietary data and machine learning, RollWorks helps teams identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness. Time Stamps [00:27.00] – Jodi shared a little about her career journey and what lead her to RollWorks. [04:20.00] – What is Rollworks? How does it help its customers – Jodi shares her insights. [08:41.00] –Mike and Jodi discuss integrations and target audiences in ABM marketing [12:49.00] – What marketing strategies and tactics does RollWorks use itself? [17:02.00] – Jodi talks about measurement and pricing transparency [21:47.00] – Jodi offers her marketing advice and industry insights Quotes “I think you have to be comfortable with a certain amount of ambiguity and instinct. Yes, this matters. Yes, this is going to drive action. Yes, this is worth my time. And it, it pushes the initiatives of a business forward, even though I can't see it in my…revenue.” Jodi Cerretani, VP of Marketing at RollWorks. Follow Jodi: Jodi Cerretani on LinkedIn: https://www.linkedin.com/in/jodicerretani/ RollWorks website: https://www.rollworks.com/ RollWorks on LinkedIn: https://www.linkedin.com/company/rollworks/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

In the latest interview of our leading B2B marketing professionals’ series, Mario Blandini, VP of Marketing at iXsystems, an open-source software storage company, sat down with Mike to discuss his career, how he came to work in the data storage industry and his top marketing tips. Mario discusses how open-source companies work and the benefits this can result in for both the customers and the business. He shares the campaigns he is most proud of and some advice on how companies can attract young marketing talent. About iXsystems iX is an Open Source pioneer and the company behind TrueNAS®, the world’s most deployed storage software. Relied upon by millions in over 200 countries, TrueNAS is an award-winning universal data platform used by a majority of Fortune 500 companies. Time Stamps [00:45.06] – Mario explains how he ended up as VP of Marketing at iXsystems. [08:34.0] – The right time to move from propriety storage to open source. [11:43.0] – What is open source? [18:07.0] – How do you promote something that will drive no immediate revenue? [22:42.0] – Mario shares the campaign eh is most proud of. [28:09.0] – What is the best piece of marketing advice you’ve been given? [31:53.0] – Ways to get in touch and find out more. Follow Mario: Mario Blandini on LinkedIn: https://www.linkedin.com/in/mblandini/ iXsystems website: https://www.ixsystems.com/ iXsystems on Linkedin: https://www.linkedin.com/company/ixsystems/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Personas based on buying data and research can have a huge impact on both marketing and sales, allowing informed decisions to be made based on the needs of customers. Jim Kraus, President of the Buyer Persona Institute, shares why building personas based on buying decisions and understanding the needs of prospective buyers is so important. He discusses some of the things to consider when building personas and some tips on how to get started. About Buyer Persona Institute Buyer Persona Institute offers B2B companies’ insight into what their prospective customers need to know and experience before they buy products or services. The institute delivers buying decision insights and persona activation workshops to more than 100 customers across the globe. About Jim With over three decades of experience managing market research teams, Jim has become a highly sought-after expert on the intersection of marketing, sales, and product strategy. As the President of Buyer Persona, Jim is passionate about understanding buyer behaviours and implementing marketing efforts that understand the "voice of the buyer." Time Stamps [00:49.6] – Jim provides an overview of Buyer Persona and how he got involved. [05:00.9] – How do you build a buyer persona? – Jim offers his advice. [10:45.0] – How should you leverage buyer personas? [15:20.3] – Mistakes to avoid when developing buyer personas. [22:01.7] – What is the best piece of marketing advice you’ve been given? [23:13.4] – Would you recommend a career in marketing? [26:21.9] – Ways to get in touch and find out more. Quotes “You’re not guessing, it’s not anecdotal. That is really the foundation of your marketing sales strategy, your messaging, your positioning, campaigns that you do. It’s pretty powerful when you have those insights.” Jim Kraus, President at Buyer Persona Follow Jim: Jim Kraus on LinkedIn: https://www.linkedin.com/in/jimkraus/ Buyer Persona Institute website: https://buyerpersona.com/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Everywhere you look, everything is about AI. But how can AI actually support content generation? In this special episode of the podcast, Napier’s Mike Maynard and Hannah Kelly discuss the capabilities of AI in marketing automation platforms. They also chat about how email signatures can be leveraged by marketers, what to consider when writing subject lines and how companies can grow their subscriber database. Check out this crossover episode with Napier’s sister podcast, The Marketing Automation Moment, sharing the latest news, views and tips from the world of marketing automation. Time Stamps [01:03.0] – Will AI make our lives easier? [04:44.0] – Can we use AI and generative AI to optimise campaigns? [10:33.0] – Email signatures – how can marketers maximise their impact. [12:51.0] – The challenges of growing subscriber databases whilst complying with GDPR. [17:39.0] – How to write a good subject line. Quotes “Do you just want to be average in your marketing automation? Or do you want to create something that is above average? People who are above average will do better than AI.” Mike Maynard, Managing Director at Napier. “AI can be a great start but if you think it’s going to replace you, unfortunately the good news is you’re job safe, the bad news is you’ve still got to do some work.” Mike Maynard, Managing Director at Napier. Follow Hannah: Mike Maynard on LinkedIn: https://www.linkedin.com/in/hannah-kelly-b0706a107/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Accurate attribution is difficult, particularly in B2B tech, but it can be crucial in understanding the customer journey and what marketing activities drive revenue. Buğra Gündüz, CEO of HockeyStack, an analytics and attribution platform for B2B businesses, breaks down how marketers can leverage their platforms to understand marketing data and the benefits of using specialist platforms. He also shares his experience in growing his start-up business and the marketing activities helping to drive early-stage growth. 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.