Mike is joined by Sophie Neate, Global Head of Digital Marketing and Content at ABB Electrification. Sophie dives into her career journey and offers a glimpse into the strategies that set ABB apart. She discusses how ABB leverages its strengths across industries to deliver value to a broad audience and how it strategically communicates to different customer segments. A key focus of the conversation is the buyer’s journey, an important framework Sophie uses to guide potential customers from awareness to decision-making. She discusses her approach to integrating the buyer’s journey into campaign planning, striking a balance between long-term brand building and the immediate priorities of lead generation and sales support.   About ABB Building on over 140 years of excellence, our more than 105,000 employees worldwide are committed to delivering on our purpose with innovations that create success for ABB and all our stakeholders. Our solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. In collaboration with our customers, partners and suppliers, we address the world’s energy challenges, transform industries and embed sustainability in everything we do.   About Sophie Neate Sophie is a senior marketing leader with over 16 years of experience across the entire marketing cycle. Her background includes working for blue-chip companies on an international scale, where she has held global management roles, currently holding the position of Global Head of Digital Marketing and Content for ABB’s Electrification Service division. She has been responsible for establishing marketing teams and key functions, driving initiatives that have consistently delivered successful outcomes. With extensive knowledge, capability, and a strategic mindset in marketing, Sophie delivers strong commercial results. Sophie holds a Bachelor of Business Studies (BBS) with a major in Marketing.   Time Stamps [00:43:2] – Sophie provides an overview of her career background. [03:14.6] – Sophie shares insights into what makes ABB unique. [05:58:7] – Sophie discusses the importance of the buyer’s journey in creating effective marketing campaigns. [14:26:9] – Sophie explains the marketing tactics that work best in different scenarios. [18:20:0] – Sophie talks about balancing the immediate demands of lead generation with the long-term goal of building a strong brand reputation. [21:18:7] – Sophie discusses AI and how she sees her role evolving alongside advancements in AI. [22:17:2] – Sophie shares the best piece of marketing advice she’s ever received. [23:17:2] – Sophie offers advice for those just starting their marketing careers.   Quotes "My passion lies in providing the best customer experience through innovative solutions and working for a company like ABB who pride themselves on this vision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB. "The buyer's journey for me is crucial in marketing because it maps out the path that a potential customer takes from becoming aware of the problem to making a purchasing decision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB. "Segmentation and targeting is key... we're able to build trust and credibility, which enables repeat purchasing and ongoing loyalty." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.   Follow Sophie: Sophie Neate on LinkedIn: https://www.linkedin.com/in/sophie-neate-2ba37849/ ABB website: https://global.abb/group/en ABB on LinkedIn: https://www.linkedin.com/company/abb/posts/?feedView=all   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Andy Lambert, Senior Product Marketing Manager, at Adobe and founder of ContentCal, a social media marketing tool acquired by Adobe in 2021, shares his insights into the intricacies of navigating acquisitions and shares his thoughts on effective go-to-market strategies. He offers some great ideas on how to leverage social media in the B2B space, along with tactical advice on successful campaigns and practical tips to support your own marketing efforts.   About Adobe Adobe is a global leader in digital media and digital marketing solutions with a range of creative apps and services for photography, design, video and more.   About Andy Lambert Andy is a marketing leader who has spent the last 12 years setting up, scaling and selling multiple software businesses. In 2016, Andy joined two others as part of the founding team of ContentCal, a social media marketing tool. Over five years, the team raised over $10 million, expanded to serve thousands of customers across more than 100 countries, won numerous awards, and, in late 2021, was acquired by Adobe Inc.   Time Stamps [00:42.2] – Andy discusses his career from founding ContentCal to joining Adobe. [03:52.2] – Andy talks about the importance of defining a target audience. [10:59:1] – Andy explains his take on go-to-market strategies. [15:39.5] – How can B2B businesses leverage social media? [20:22.3] – Andy talks about some examples of successful marketing campaigns. [24:48.7] – Andy discusses how the role of the CMO may change in coming years. [27:31.3] – Andy shares the best piece of marketing advice he’s heard. [28:16.9] – Andy offers advice for those just starting their marketing careers.   Quotes "It's easy to get over enamoured with how quickly you can get stuff done with AI.  AI tools are an amazing opportunity to increase your utility and increase your leverage, but it's very important that we balance that… balance it with a deep understanding at an emotional level of what truly drives an audience.”- Andy Lambert, Senior Product Marketing Manager at Adobe.   “I just need to post more on LinkedIn, right? No. 80 percent of the content that happens about our brand on social should not be from us, it should be from other people. So, it's our job to try and find a way to unlock that.” - Andy Lambert, Senior Product Marketing Manager at Adobe.   Follow Andy: Andy Lambert on LinkedIn: https://www.linkedin.com/in/andyrlambert/ Adobe website: https://www.adobe.com/  Adobe on LinkedIn: https://www.linkedin.com/company/adobe/    Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Ethan Hays, General Manager at Moz, dives into the world of SEO. He shares his insights on simplifying SEO and the importance of democratising it within organisations, ensuring all stakeholders recognise its value. Ethan compares the dynamics of startups and large enterprises, as well as the cultural differences between East and West Coast marketing landscapes. He also explores the evolving role of the Chief Marketing Officer (CMO) and the need for integrating marketing and sales in today’s business environment.   About Moz Moz is a marketing analytics software company that provides tools and resources for search engine optimisation (SEO). The platform offers features like keyword research, link building, and site audits to help businesses improve their online visibility and search rankings. Moz is also known for its educational content, including blogs and guides that simplify SEO for users of all skill levels.   About Ethan Originally studying sports medicine, Ethan discovered a passion for SEO and has built a successful career over the past two decades. Having held various roles in startups, enterprises and agencies, as well as founding his own agency, he is now the General Manager at Moz and STAT Search Analytics.   Time Stamps 00:04:54 - Ethan's Career Journey: Startups to Agencies 00:08:33 - Cultural Differences: East Coast vs. West Coast 00:13:27 - The Misconceptions of SEO 00:16:30 - Democratizing SEO Within Organizations 00:18:08 - Moz's Approach to Simplifying SEO 00:23:40 - The Impact of Generative AI on SEO 00:32:15 - The Evolving Role of CMOs 00:36:01 - Quick Marketing Advice from Ethan 00:37:27 - Advice for Aspiring Marketers 00:40:16 - Contact Information   Quotes “It shocks me… talking to executives at very large, sophisticated companies who to this day have not even approached SEO as a category. Like it’s too complex….” Ethan Hays General Manager at Moz and STAT Analytics. “It [SEO] is the single most scalable source of high margin, high intent traffic.” Ethan Hays General Manager at Moz and STAT Analytics.   Follow Ethan: Ethan Hays on LinkedIn: https://www.linkedin.com/in/ethanhays/ Moz website: https://moz.com/ Moz on LinkedIn: https://www.linkedin.com/company/moz/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Jiquan Ngiam, Co-Founder and CEO of Lutra AI, discusses his career journey Stanford University to eventually founding Lutra. He shares how Lutra helps streamline workflows by assisting with data prospecting, lead enrichment, and automating repetitive tasks. Jiquan also explores the balance between AI and human creativity in marketing, highlights his vision for making Lutra user-friendly for non-technical users, and encourages listeners to explore its potential for automating their workflows.   About Lutra AI Lutra aims to revolutionise automation and allow users to easily create AI-driven workflows. The platform simplifies complex processes, helping automate tasks and optimise work effortlessly. Whether you're managing data, streamlining operations, or integrating apps, Lutra makes automation accessible to everyone. Since its launch, Lutra has been empowering businesses to boost productivity and focus on what matters, eliminating the barriers of traditional workflow tools and delivering a seamless automation experience.   About Jiquan Ngiam Jiquan Niam is the CEO and Co-Founder of Lutra, an innovative automation platform. Before founding Lutra, Jiquan was a key contributor at Google Brain and studied at Stanford University where he achieved a PHD in Computer Science. Jiquan Niam is a driving force behind AI-driven automation and is passionate about making advanced technology accessible to all.   Time Stamps [00:00:18] - Jiquan provides some background to his career and why he founded Lutra. 00:02:44] - Overview of Lutra’s Purpose and Functionality [00:09:36] - Enhancing Marketing Efforts with Timely Data [00:15:16] - User-Friendly Interface and Accessibility [00:20:23] - Marketing Strategy: Product-Led Growth Approach [00:23:27] - The Future of Marketing Roles with AI [00:26:19] - Advice for Young Marketers: Embrace Technology [00:28:30]- How to Get Started with Lutra   Quotes “I felt like education was this new superpower that I could give people.” Jiquan Ngiam, co-founder and CEO of Lutra "AI will not replace you, but a person who's using AI really well is going to do a lot more than you." Jiquan Ngiam, co-founder and CEO of Lutra "Help the team understand, investing into understanding this technology and using it... It's going to be potentially very game-changing." Jiquan Ngiam, co-founder and CEO of Lutra   Follow Jiquan: Jiquan Ngiam on LinkedIn: https://www.linkedin.com/in/jngiam/ Lutra AI website: https://lutra.ai/ Lutra AI on LinkedIn: https://www.linkedin.com/company/lutra-ai/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Mike is joined by Alexander Levitt, Head of Marketing at Forward AM, previously part of BASF's 3D printing division. With 15 years of experience in marketing, Alex shares insights into his career journey, the evolution of 3D printing, and the challenges and opportunities that come with marketing in a niche industry. He discusses whether 3D printing is overhyped, core marketing and applications for Forward AM, and strategies for marketing across different industries.   About BASF Forward AM Forward AM provides 3D printing solutions across the entire Additive Manufacturing value chain from consultancy, development and innovative design, through digital simulation and prototype printing, to finishing and exhaustive component testing. Forward AM traces its origins to BASF 3D Printing Solutions GmbH, which was founded by BASF New Business GmbH in 2017. In 2024, BASF 3D Printing Solutions GmbH was transformed into Forward AM Technologies.   Time Stamps 00:00:34 - Alex's Career Journey 00:00:45 - The Evolution of 3D Printing 00:04:51 - Core Markets for Forward AM 00:08:45 - Balancing Brand Building and Lead Generation 00:10:33 - Challenges of Transitioning from BASF 00:15:24 - Tactical Approaches to Lead Generation 00:22:31 - Future Trends in B2B Marketing 00:24:42 - Final Thoughts and Advice for Marketers 00:27:41 - How to Connect with Alex Levitt   Follow Alexander: Alexander Levit on LinkedIn: https://www.linkedin.com/in/alexander-levit/ Swell AI website: https://forward-am.com/ Swell AI on LinkedIn: https://www.linkedin.com/company/basf-forwardam/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Forward AM website: https://www.napierb2b.com/ Forward AM LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Cody Schneider, co-founder and CEO of Swell AI, shares his journey to founding a company that uses AI for content generation. He discusses the evolution of Swell AI, which transforms audio and video content into other formats such as blog posts and emphasises the importance of using human-generated content when prompting AI to create unique and high-quality outputs. Cody highlights the importance of building a sustainable marketing strategy, the impact of AI on content creation, and the necessity of reaching audiences through multiple channels. He also offers insights into effective marketing tactics, including the use of podcasts and social media, while encouraging aspiring marketers to embrace technical skills and practical experience in their careers.   About Swell AI Swell AI is an AI-powered platform designed to streamline content creation for podcasts, helping creators automate the process of generating show notes, transcriptions, and summaries. By leveraging advanced natural language processing and machine learning algorithms, Swell AI transforms audio into structured, written content, making it easier for podcasters to engage their audience, enhance SEO, and save time. The platform is particularly useful for podcasters who want to focus on content creation while automating the more tedious aspects of post-production. Swell AI is ideal for independent podcasters, production teams, and agencies looking to scale their podcasting efforts efficiently.   About Cody Schneider Cody Schneider is an innovative inventor who uses AI to refine digital processes. As the CEO of Draft Horse AI and Swell AI, he’s known for creating tools that streamline content workflows and deliver faster results. With experience in rapidly scaling startups, Cody helps turn organisational challenges into efficient, automated solutions.   Time Stamps [00:00:41] - Cody's Career Journey [00:02:38] - The Origin of Swell AI [00:06:45] - The Value of Human-Generated Content [00:10:57] - Accessibility of Swell AI for Users [00:14:28] - Future of AI in Marketing Tasks [00:20:09] - Cody's Marketing Strategies for Swell AI [00:25:55] - Best Marketing Advice Received [00:26:13] - Advice for Aspiring Marketers [00:29:01] - Conclusion and Contact Information   Quotes “We realized that podcasts, especially in the B2B world, were this incredible tool to create media on a regular cadence… Podcasts are one of the most effective sales tools that exist currently.” Cody Schneider, Co-Founder and CEO of Swell AI.   Follow Cody: Cody Schneider on LinkedIn: https://www.linkedin.com/in/codyxschneider/ Swell AI website: https://www.swellai.com/ Swell AI on LinkedIn: https://www.linkedin.com/company/swell-ai/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls, discusses her career in B2B technology marketing. She talks about how marketing in the industrial sector has changed, the challenges of getting stakeholders to understand what marketing really is, and what B2B companies can learn from consumer marketing.   About Johnson Controls Johnson Controls transforms the environments where people live, work, learn and play. As a global leader in smart, healthy and sustainable buildings, Johnson Controls’ mission is to reimagine the performance of buildings to serve people, places and the planet. Building on a history of nearly 140 years of innovation, Johnson Controls deliver the blueprint of the future for industries such as healthcare, schools, data centers, airports, stadiums, manufacturing and beyond through OpenBlue, a comprehensive digital offering.   About Suzi McNicholas Suzi McNicholas is Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. She leads the marketing team to support new product introductions and integrated marketing campaigns.  She has a 25+ year career in progressive B2B marketing roles including digital marketing campaigns, lead generation, branding, public relations, new product introductions, content creation, events, communications, and budget management.  Prior to joining Johnson Controls, McNicholas built an integrated marketing team at Honeywell in the Industrial Safety Products division.  McNicholas holds a Bachelor of Arts in English from Presbyterian College in Clinton, SC and a Post-Graduate degree in English and American Literature from the University of Hull in England.  She currently resides in Charlotte, NC.   Time Stamps [00:47.5] – Suzi discusses her 25+ year career in marketing. [05:32.7] – What are the differences to marketing to a channel partner versus an end user? [08:55.3] – How do you manage short term and long term goals? Suzi discusses. [13:28.2] – Suzi discusses how audiences reliance on sales is shifting. [15:31:9] – Suzi talks about what she sees being the biggest changes in marketing over the next five years. [18:50.8] – Suzi shares some advice to those looking to get into marketing. [19:58.8] – Suzi’s contact details.   Quotes “Don’t get emotionally attached to the outcome because your budget’s going to get cut… maybe your campaign isn’t going the way you’d want it to… that’s ok, you’re going to learn from what’s happening… you’re going to spend a whole lot of time frustrated and upset if you’re emotionally attached to these outcomes.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. “People aren’t going to buy until they’re ready, and that 70% of the time that they’re spending before reaching out is research.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls.   Follow Suzi: Suzi McNicholas on LinkedIn: https://www.linkedin.com/in/suzimcnicholas/ Johnson Controls website: https://www.johnsoncontrols.com/ Johnson Controls on LinkedIn: https://www.linkedin.com/company/johnson-controls/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

John Harrison, UK Managing Director and Global VP of Marketing at Schaffner, a global company specialising in providing solutions for EMC and power quality, joins the latest episode of the Marketing B2B Technology podcast. In the episode, John discusses the challenges and benefits of balancing two job roles and emphasises the importance of aligning sales and marketing to strengthen the brand and drive sales. He believes in leading with a forward thinking approach, understanding customer needs, and staying ahead of industry trends, particularly in the niche area of EMC.   About Schaffner Schaffner plays a vital role in building a sustainable future in the new era of electrification. Headquartered in Switzerland and with subsidiaries around the world, Schaffner is a global leader in electromagnetic solutions that ensure the efficient and reliable operation of electronic systems. The Schaffner Group are experts in EMC filter solutions, harmonic filters, electromagnetic components and electromagnetic solutions. Our passionate and knowledgeable employees empower our customers to develop reliable electronic devices and systems that meet compliance standards and deliver increased energy efficiency. This is how we deliver… MORE POWER TO YOU.   About John Harrison John Harrison joined Schaffner in April 2022.  He is the UK MD and Global VP Marketing.  He has spent 25 years in the electronics industry primarily within the connector space for Molex.  John has extensive international experience having lived and worked across Europe and the US, covering a range of markets from Industrial to transportation.  His most recent experience prior to Schaffner was within the IOT space for Ramtech heading up their Global Marketing and Sales activities. John is passionate about EV and increasing speed of adoption across the globe.    Time Stamps [00:43:0] – John provides some background to his career. [03:30.8] – John discusses how he manages the demands of both the UK Managing Director role and Global VP of Marketing role. [05:04:7] – John shares his views on whether he thinks marketing and sales should be closer together or not. [06:05:2] – John talks about what he’s looking for from marketing to make the role of MD more successful. [13:38:9] – John shares his approach of trying to get salespeople, marketing people and engineers working more closely. [19:31:0] – John talks about how he sees his role changing with technology over the next five years. [20:49:1] – John shares some advice to those looking to get into marketing.   Quotes “Marketing and sales need to be closer together. The ultimate aim for both is to drive more customers and value for the brand. We need to focus on the customer’s needs, whether it’s through direct interaction or brand messaging.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner. “From a sales perspective, it’s not just about leads. It’s about ensuring the brand is seen as a partner and thought leader, especially in specialised areas like EMC.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner. “It’s crucial to put yourself in the customer’s shoes. If a piece of marketing material doesn’t resonate with the customer, it’s not effective. Marketing should be about creating content that truly addresses the customer’s needs.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner   Follow John: John Harrison on LinkedIn: https://www.linkedin.com/in/john-harrison-3552ba14/ Schaffner website: https://www.schaffner.com/ Schaffner on LinkedIn: https://www.linkedin.com/company/schaffner-gruppe/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547          

Thomas Lewis, an experienced semiconductor marketing leader, explores the challenges of building integrated marketing campaigns in technical industries and shares his advice on building strong working relationships with engineers. Thomas also explores the industry's current focus on sustainability and the potential pitfalls of greenwashing, what B2B and B2C marketers can learn from each other, and offers his insights on the changing role of CMOs.   About Thomas Lewis Thomas Lewis is a seasoned marketing leader with over 28 years working in the semiconductor industry. He has a unique background which has afforded him first-hand experience in sales, business unit leadership, and marketing. Thomas believes in the power of data-directed marketing with a proven track record to support his “ALL IN” approach to creating, developing, and sustaining highly successful campaigns and teams. His background includes impactful roles at Texas Instruments and Analog Devices and career opportunities such as launching a global pricing process, living abroad as an expatriate, leading engineering teams and directing multi-channel marketing campaigns.   Time Stamps [00:45:2] – Thomas discusses his career in the semiconductor industry and why he chose that specialism. [02:50:3] – How can not being an engineer actually be a benefit in technical roles? [04:41:0] – Advice for building better integrated campaigns. [09:22:8] – How can data break down silos between different teams? [15:02:3] – Does B2B marketing lag behind B2C? How can we fix this? [18:56:9] – The dangers of greenwashing. [22:43.3] – The changing role of the CMO [27:13.6] – Thomas shares some marketing advice. [31:35.6] - Andrus's contact details.   Quotes   “Keep an open mind, ask more questions than you make statements. That's great advice for dealing with engineers.” Mike Maynard, Managing Director at Napier   “Data can really be used to drive our marketing decisions. It's not just gut feel of what could work. You can do something, you can measure it and you can adapt to the situation.” Thomas Lewis, Semiconductor Marketing Leader   “So, I do believe that adjectives have become the enemy of a really good marketer in the B2B space. To get precise in what you’re talking about has become incredibly important.” Thomas Lewis, Semiconductor Marketing Leader   Follow Thomas: Thomas Lewis on LinkedIn: https://www.linkedin.com/in/thomas-lewis-nhpoe/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547    

Masha Petrova, CEO of Nullspace, a simulation software company joins the latest episode of the Marketing B2B Technology podcast to share her journey from aspiring astronaut to engineering expert and marketing leader. She delves into the importance of effective marketing when targeting technical audiences and discusses the challenges of mergers and acquisitions in the engineering software industry. The conversation also explores current engineering tools, the role of AI in accelerating technological advancements, and the need for efficient simulation software.   About Nullspace Nullspace is a deep tech software company that develops products and solutions for RF and quantum computing applications across defense, aerospace, and automotive industries.   About Masha Petrova Dr. Petrova is an experienced executive with a passion for leading multi-disciplinary global teams toward successful results by focusing on operations and creating a unified vision. After receiving her PhD in aerospace engineering, Dr. Petrova spent 15+ years in the engineering simulation and design software industry, including holding global marketing executive roles at Ansys, Altium, LLC, and MSC Software (during acquisition by Hexagon MI) as well as 3 simulation software start-ups all acquired by Ansys, Inc. in the last 10 years.   Time Stamps [00:46:2] – Masha provides some background to her career and what led her to become CEO of Nullspace. [01:50.2] - Masha discusses EDA and simulation tools. [03:22:0] – Masha explains the impact of acquisitions on marketers and CMOs. [09:42:2] – Masha talks about how to balance the demands of wanting to get leads and drive sales quickly with the longer term goal of building a strong brand. [18:34:9] – Masha discusses how she deals with the issue of sustainability. [24:52:3] – Masha gives her best advice to those entering a career in marketing. [26:24:1] – Masha’s contact details.   Quotes “Because of AI, there is a lot of acceleration in technology itself that's happening… but the tools that the engineers use are still kind of stuck in the past. These are still conservative tools that's been tested and validated for over 40, 30 years. So, it's like using a hammer to build a car.” Masha Petrova, CEO of Nullspace. "Measuring brand effectiveness is really hard. It's not like lead generation, where you can track from inception to a sales deal. With brand, it's much subtler, so we tracked our spend versus views, comments, and social media engagement to demonstrate interest in our content." Masha Petrova, CEO of Nullspace.   Follow Masha: Masha Petrova on LinkedIn: https://www.linkedin.com/in/mashavpetrova/ Nullspace website: https://www.nullspaceinc.com/ Nullspace on LinkedIn: https://www.linkedin.com/company/nullspace-inc/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Xenia Muntean, Co-Founder and CEO of Planable, a content collaboration platform, shares some great tips for repurposing content on social media to extend its lifetime, ensuring it remains evergreen and continues to engage audiences after its initial release. She also discusses the challenges of achieving executive buy-in, how to navigate internal approval processes, and explores the potential impact of AI on social media marketing teams.   About Planable Planable is the content collaboration platform that makes marketing teamwork a breeze. It’s the spot where you can create, plan, review, approve, and analyse all your markeing content for social media, blogs, newsletters, press releases. Experience a faster, smoother workflow that helps your team work together like never before. Started in 2016, Planable is trusted by over 5000 marketing teams behind iconic brands such as Hyundai, Christian Louboutin, Royal Canin, KFC, and SMEG.   About Xenia Muntean Xenia is the CEO and Co-Founder of Planable, a content review and marketing collaboration platform used by over 10,000 creators behind iconic brands such as Hyundai, Christian Louboutin, Viber, and United Nations. Prior to launching Planable, at 20 years old she built a digital marketing agency and led social for clients such as Coca-Cola. Xenia Muntean is a Forbes 30 Under 30 honoree, Techstars alumna, and Webby Awards judge. She’s also a frequent speaker, startup mentor, and avid runner.   Time Stamps [00:50:6] – Xenia provides some background to her career and why she founded planable. [02:06.6] - Xenia discusses the benefits of being based in Europe versus the United States. [04:33:1] – What does Plannable do? Xenia explains what makes the platform so loved amongst users. [09:53:6] – Xenia offers some tips on achieving executive buy-in. [12:03:0] – How to reuse content to extend its lifetime. [15:18:7] – What role can AI play in content generation? [21:45:2] – Xenia’s contact details.   Quotes “When you build a software as a service product, it's all about the people… building a team that you can resonate with and have less cultural barriers with I think is really important.” Xenia Muntean, Co-Founder and CEO at Planable.   “I think for content it's all about the distribution, right? So, it's really important to have really good, really meaningful content, but also to not forget about the second part. How do you get the most out of that content?” Xenia Muntean, Co-Founder and CEO at Planable.   Follow Xenia: Xenia Muntean on LinkedIn: https://www.linkedin.com/in/xeniamuntean/ Planable website: https://planable.io/ Planable on LinkedIn: https://www.linkedin.com/company/planable/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547  

Andrus Purde, Co-Founder and CEO of Outfunnel, an integration platform, discusses the importance of sharing data between marketing and sales teams and the challenges businesses face when their tools don't communicate effectively.   About Outfunnel Outfunnel is an integration platform that makes it easy to connect sales and marketing tools, keep customer data in sync across the MarTech stack, and record all marketing engagement in the CRM.   About Andrus Purde Andrus Purde is Co-Founder, CEO and ‘recovering marketer’ at Outfunnel. Andrus founded the integration platform in 2017 following a career in marketing, including positions at Pipedrive and Skype.   Time Stamps [00:01:0] - Andrus introduces himself and talks about his marketing career before starting Outfunnel. [00:03:2] - Andrus discusses Estonia as a great place for startups and the benefits of being based there. [00:06:0] - Importance of Two-Way Data Sync: Andrus explains the significance of syncing data both ways between CRM and marketing tools. [00:10:3] - Andrus talks about the popular integrations and connections made using Outfunnel. [00:14:0] - Andrus discusses the strategies used to promote Outfunnel. [00:18:3] - Andrus shares the best marketing advice he has received. [00:21:4] - Andrus's contact details.   Quotes “Some companies operate years, or forever, with data in isolation… marketers and salespeople who are doing the work... they shouldn't worry about how the tools have been sourced in their company. They should just have access to the data.” Andrus Purde, Co-Founder and CEO at Outfunnel   Follow Andrus: Andrus Purde on LinkedIn: https://www.linkedin.com/in/andruspurde/ Outfunnel website: https://outfunnel.com/ Outfunnel on LinkedIn: https://www.linkedin.com/company/outfunnel/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

In this episode of Marketing B2B Technology, Mike chats with Mark Donnigan, a virtual CMO who works with tech companies. Mark shares insights into his career journey, discusses his approach to building long-term client relationships, and emphasises the importance of understanding the market and customers. Mark also shares his advice on marketing tactics, highlights the value of focusing on go-to-market strategy, and talks about the importance of getting into the field to understand customers.   About Mark Donnigan Mark Donnigan designs and executes marketing programs and go-to-market strategies to establish and grow markets for disruptive startup companies. As a transformative B2B marketing and business leader, Mark understands what’s required to succeed in today’s winner-takes-all market. Well-versed in SaaS, software licensing, enterprise technology, and platform business models, Mark helps companies build efficient marketing teams that routinely outperform larger marketing departments.   Time Stamps [00:44.0] - Mark shares his career journey and explains his role as Virtual CMO. [12:57.0] - The benefits of hiring a Virtual CMO versus full-time CMO. [14:45.0] - Mark talks about his approach to building marketing plans. [18:42.0] - Overrated marketing channels and tactics [23:26.0] - Challenges with fixed KPIs in marketing [24:37.0] - Mark offers some marketing advice [25:52.0] - Mark's contact details   Quotes “Get into the field. Know the market. Know the customers. Know how they think. Know what they care about. Know how they make decisions.” Mark Donnigan, Virtual CMO.   Follow Mark: Mark Donnigan on LinkedIn: https://www.linkedin.com/in/markdonnigan/   Growth Stage Marketing website: https://growthstage.marketing/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547  

Molly Bruckman, Head of Growth Marketing at Mutiny, a website personalisation platform, shares some top tips on how marketers can effectively leverage personalisation to enhance engagement and drive results. She also explains the potential pitfalls of over-personalisation and how it can negatively impact marketing efforts.   About Mutiny Most Marketing teams can’t play a meaningful role in breaking through to target accounts because the 1:1 marketing strategies that work don’t scale, and what scales doesn’t work. Mutiny helps B2B companies generate pipeline and revenue from their target accounts through AI-powered personalised experiences, 1:1 microsites, and account intelligence. Backed by Sequoia Capital, YCombinator, and CMOs from leading tech companies, Mutiny is rewriting the Go-To-Market playbook.   About Molly Molly Bruckman is a customer-obsessed marketing and CX leader. With 10+ years of experience building personalization, CRO and ABM teams and programs, Molly thrives on developing creative solutions that propel marketers to new heights. Her journey spans diverse landscapes, from nimble B2B startups to dynamic B2C enterprises, orchestrating growth programs across various channels such as web, email, community and events - always with an eye for innovative strategies.   Time Stamps [00:44.9] – Molly discusses her career journey from mathematician to marketer [05:44.4] – Molly explains what Mutiny does. [06:32.0] – Molly discusses the best data points to base personalisation on. [12:03.5] – Molly explains how over-personalising can impact marketing efforts.   [17:41.0] – Who can benefit from Mutiny? [18:55.1] – How does Mutiny effectively promote itself? [29:19.1] – Molly shares the advice she would give to someone starting their career. [27:41.7] – Molly's contact details   Quotes “Marketing strategies that work don’t scale and the tactics that scale don’t work." Molly Bruckman, Head of Growth Marketing at Mutiny.   Follow Molly: Molly Bruckman on LinkedIn: https://www.linkedin.com/in/mollybruckman/ Mutiny website: https://www.mutinyhq.com/ Mutiny on LinkedIn: https://www.linkedin.com/company/mutinyhq/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547        

Lisa Rees, Director of Marketing Communications at Avnet Silica, joins Mike for the latest episode of our leading B2B marketing professionals series. Lisa discusses the importance of understanding the customer journey, why having a non-technical background can be an advantage, and emphasises the value of measuring success based on metrics such as the customer lifecycle rather than just lead generation.   About Avnet Silica Avnet Silica, a division of Avnet, is a European semiconductor distributor and specialist that supports projects from idea to concept to production. Avnet Silica acts as the connection between customers and suppliers, providing creative solutions, technology and logistics support.   About Lisa Rees Lisa Rees is the Director of Marketing Communications at Avnet Silica and is responsible for all aspects of marketing and communications, including supplier marketing, digital strategy, media, content and events. She joined Avnet Silica after ten years as Director of Marketing Communications at Avnet Abacus.   Time Stamps [00:49.2] – Lisa discusses her career from the French chamber of commerce to Avnet Silica. [02:52.8] – Lisa explains what Avnet Silica is and what they do. [04:16.3] – Lisa shares why having a non-technical background can be a benefit in marketing. [07:49.3] – What marketing activities make the biggest impact at Avnet Silica?   [13:48.2] – Lisa discusses how to measure the impact of marketing. [24:51.9] – How is Avnet Silica incorporating AI into its marketing activities? [21:10.6] – Lisa shares the best piece of marketing advice she’s ever been given. [22:58.7] – Lisa’s contact details   Quotes “Hang out with your customers… get to know your customers inside out. Every opportunity you can take to understand your customer is going to give you everything you need to be a good marketer." Lisa Rees, Director of Communications at Avnet Silica. “If you're just measured by leads, you're probably not generating the right outcomes... the biggest return for the business tends to be in a small number of very high-quality leads.” Mike Maynard, Managing Director at Napier.   Follow Lisa: Lisa Rees on LinkedIn: https://www.linkedin.com/in/lisa-rees-9548484a/ Avnet Silica website: https://my.avnet.com/silica/ Avnet Silica on LinkedIn: https://www.linkedin.com/company/silica-an-avnet-company/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547  

Georgios Grigoriadis, Founder and CEO of Baresquare, an AI-driven analytics platform, discusses his career journey from data scientist to founder and the development of Baresquare. He shares how the tool leverages AI-powered insights for marketing analytics, the challenges and opportunities in B2B marketing, and the potential of AI to empower individuals in marketing rather than replace them.   About Baresquare Baresquare redefines data analytics by transitioning from traditional dashboards to proactive, AI-powered insights delivered directly to the right person at the right time. Baresquare pioneers a new approach where manual dashboard analysis and human intervention are unnecessary for identifying crucial business events and their underlying causes. This frees marketers, strategists and analysts to focus on creative endeavors and expanding business opportunities while providing insight that no other data set can provide.   About Georgios Georgios Grigoriadis is a data advocate and the founder and CEO of Baresquare, a tech startup turning data analytics on its head by shifting from traditional dashboard-based analysis to proactive AI-powered insights, delivered directly to the right person at the right time. Fueled by the belief that data should empower, not overwhelm, Georgios built Baresquare to transform complex analytics into clear, useful answers for anyone to understand.   Time Stamps [00:46.1] – Georgios discusses what led him to build Baresquare. [06:11.9] – How can marketeers use Baresqaure? [06:48.8] – Georgios shares if he thinks the B2C industry is further ahead in using analytics. [19:47.1] – Georgios offers some marketing advice. [17:52.4] – Should young people embark on a marketing career? Georgios shares his opinions. [24:51.9] – Georgios and Mike talk about the future of AI and its impact on the industry. [31:48.9] – Georgios’s contact details   Quotes “Baresquare today is turning data analytics on its head. And, we are not talking in terms of tables and numbers, but rather in terms of words and paragraphs." Georgios Grigoriadis, Founder and CEO at Baresqaure. “It’s very frustrating when those insights, they don’t find themselves driving action. But action, it’s more a matter of communication. It’s bringing people together and aligning their understanding.”  Georgios Grigoriadis, Founder and CEO at Baresqaure.   Follow Georgios: Georgios Grigoriadis on LinkedIn: https://www.linkedin.com/in/georgiosbaresquare/ Baresquare website: https://baresquare.com/  Baresquare on LinkedIn: https://www.linkedin.com/company/baresquare/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Stefan Debois is the CEO and Co-Founder of Pointerpro, an assessment software that allows users to produce surveys and highly personalised automated reports. Stefan joins the Marketing B2B Technology podcast for a discussion on how the software works and how it can be leveraged for marketing and lead generation.   About Pointerpro Pointerpro is an all-in-one assessment software platform where users can create online questionnaires and surveys that auto-generate personalised advice and reports into PDF.   About Stefan Stefan Debois has a background in engineering and has over 15 years’ experience in Enterprise Software. Stefan’s experiences are foundational to Pointerpro, which he co-founded in 2012.   Time Stamps [00:50.2] – Stefan shares what led him to co-founding Pointerpro and what the software does. [08:41.2] – Stefan explains how Pointerpro can be used for lead generation. [11:42.5] – What is the future of Pointerpro? [17:43.4] – Stefan shares what marketing tactics are used to promote Pointerpro. [22:50.2] – What is the best piece of marketing advice you’ve been given? [24:45.3] – Where to go for more information and Stefan’s contact details.   Quotes “Double down on what works instead of trying to experiment with new things all the time. That doesn't mean that you don't have to do experimentation…but don't fall into the shiny new object syndrome… double down on what works.” Stefan Debois, CEO and Co-Founder at Pointerpro.   Follow Stefan: Stefan Debois on LinkedIn: https://www.linkedin.com/in/stefandebois/ Pointerpro Website: https://Pointerpro.com/ Pointerpro LinkedIn: https://www.linkedin.com/company/Pointerpro/   Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Farzad Rashidi, Lead Innovator at Respona, a link-building tool, discusses the origin of the business as an internal tool within the content creation platform Visme. He shares top tips for getting good quality backlinks and creating backlink campaigns that benefit both the requesting business and the providing business. He also shares how to capitalise on current trends and discusses a successful campaign involving Game of Thrones that dramatically increased Respona's page rankings.

Evan Kramer, CEO of MotionPoint, a tech-driven translation and localisation company, discusses the differences between translation and transcreation and the benefits that going beyond simple translation can have.  He also explains the impact translation can have on conversions and why you should measure the impact to determine the level of translation required. 

Morgan McLintic, CEO and Founder of Firebrand Communications, breaks down what start-up companies need to consider when building their martech stack and why choosing the wrong products can result in losing visibility of what is and isn't working. He also shares his optimistic views on how AI may change the marketing landscape and why this makes technology exciting again.

As one of the world's largest markets, China presents an excellent opportunity for many businesses. But how should you approach marketing to the region? Domenica Di Lieto, CEO of leading Chinese marketing consultancy Emerging Comms, shares her experience and advice on growing businesses in China. From choosing the correct channels to the importance of localisation, Domenica provides an overview of the differences marketers should consider when working with the Chinese market.

Haralds Gabrans Zukovs, Head of Marketing at Credolab, explains how through understanding how individuals use their smart devices, marketing teams can create campaigns optimised towards personality traits. He also describes how the additional insight can enhance marketing personas.    Haralds and Mike also discuss machine learning and AI, their impacts, benefits, and limitations.

When it comes to marketing automation platforms, the choices can seem endless. Jeff Day, Senior VP of Marketing at Act-On, discusses the key considerations mid-market marketing teams should consider when selecting a platform. He explains the buyer journey, what customers need at each stage and how to create automated programs that encourage a buying decision. Find out how to use data to identify what is engaging customers and inform where you send them next.

William Hearn is the Sales Director for EMEA and RoW at Sendinblue, an all-in-one marketing platform. The marketing automation market is increasingly crowded, and William discusses how Sendinblue positions itself to stand out amongst competitors. Find out some of the different requirements for B2B and B2C marketers and how B2B can benefit from replicating B2C campaigns. William also discusses some of the most effective campaigns he has seen and some of the simple techniques that can have a huge impact.

Ruben Vardanyan, Founder and CEO of digital publishing platform Joomag, shares how the traditional PDF has evolved in a more mobile-focused world and how interactive alternatives benefit both marketers and their customers.   He discusses the increasing requirements marketeers demand from their content, and how thoughtful personalisation leads to higher conversion rates. Find out how to optimise content based on reader behaviour and why we must educate businesses on how the digital world works.

Mark Williams-Cook, Founder of SEO tool AlsoAsked, explains how users can maximise the data provided by Google’s “people also asked” feature and how this information can be useful beyond just SEO.   He shares his journey to founding AlsoAsked and the advice he would give to someone just starting out in marketing or communications.

AI has become the hot topic across marketing, raising questions about its potential impact on the industry. Abhi Godara, CEO of Rytr, an AI content generator, shares his thoughts on the future of AI, and explains the technology behind Chat GPT and how other platforms, such as Rytr, build on this technology. He also shares how to get the most out of AI-powered content and why being aware of its limitations is important.

Rena Fallstrom, VP of Communications at Pure Storage, discusses how they adapted the communications strategy as competition in the industry dramatically expanded and how she collaborates with the international team to ensure communications are tailored to each region and no valuable region is ignored. Discover why working with analysts can be beneficial and hear some top tips on how to build relationships with the analyst community, to ensure a beneficial working relationship.