The 1% Insight

Your potential buyers are using AI models to help them build their shortlist of preferred vendors. If your B2B Technology company is not being cited in these conversations, you likely won't make the shortlist and this results in losing prospects to competitors. Leading to losses in new revenue and business, putting your business in danger.  Your content and your team plays a key role in helpi...

Once you stop recording your B2B Technology podcast, the content work is only getting started. Instead of throwing the podcast episode into an AI editor and getting back a series of clips, take a more strategic approach. There are golden insights within that content that will provide value for your prospects and customers at each stage of their buying journey. If you simply turn the content into c...

How do you market a product when the category doesn't have a name yet? This week on The 1% Insight, I'm speaking with Eoin Hamilton , Head of Marketing at Overpath , to discuss how they are helping shape their category. In this episode, we cover: How to market products within relatively new categories and how the vocabulary used to describe it changes. Focus back on the problems of your...

Your team have a big role to play in the content created and distributed for your B2B Technology company. B2B Buyers may not always be in market but they are forming opinions through what they see online.  For B2B Tech Marketing teams who are still waiting on the Founder or CTO to create a blog post every few months, this episode lays out the process you can implement to ensure quality and consist...

Like everyone else who is marketing B2B Technology brands, you are probably trying to figure out how your brand can appear more in AI LLMs. We know that B2B Buyers are doing a lot of vendor research in these AI platforms and finding potential vendors for their shortlists based on what the LLM provides to them as a trusted solution that can solve their problem. Recent research from Meltwater is hig...

Instead of viewing the success of your B2B Tech podcast solely based on the downloads you see every episode, reframe it to measure the quality of conversations you are having and the opportunities generated as a result. Is 1,000 downloads or an introduction to a new network or new prospect more valuable to your B2B Tech company? I imagine it's the latter and that's what your podcast can...

When starting your B2B Tech podcast, it's important not to compare your set up and podcast to the largest shows in the world. You don't have the time to travel the world to record, we can still achieve a high quality conversation, remotely and online. I mainly opt for remote recordings because you open up your potential conversations and guests to a global audience instead of just people...

We've seen so much AI content over the last few years in B2B that people are now starting to kick back and say, we don't want this. The tide looks to be changing which is a positive note for the companies that focus on real conversations and insights, placing importance on people. We've all used AI for efficiency and no blame can go to people for using the tool. I've used it my...

Selling into highly regulated markets is challenging. The buying committees are sceptical, the procurement is long and trust has to be earned long before a deal ever opens. Micheál McGrath runs marketing and business development functions at VisibleThread, the RFP software used to win exactly these contracts. His take is to stop treating sales and marketing as the unit. The real unit is many funct...

If you're marketing a B2B tech company, you've probably watched the influencer conversation grow on LinkedIn and wondered whether any of it applies to you. Chris Peters and Will Beech of Moon at Dawn make the case that it does, but not in the way most tech brands assume. In this episode we get into why picking creators on "vanity and vibes" is the fastest way to waste budget, w...

In this episode of The 1% Insight, I sit down with Gerard Gilsenan, Chief Revenue Officer at Fund Recs, an Irish-headquartered B2B tech company who have built a reconciliation and data processing software for the global funds Industry. We get into why focus is one of the most underrated revenue levers in B2B tech, how trust gets built and broken in regulated industries, what real sales and marketi...

AI is one of the most exciting technologies we've ever had access to and it's changing how B2B tech marketing teams work, build and create content every single day. The productivity gains are massive and the opportunities are endless. But here's the thing, there has never been more content in the world, and more quantity does not mean more quality. As feeds get flooded with AI gener...

Your team is sitting on fantastic insights. Engineering, operations, finance. Every department has expertise and experiences that your prospects genuinely want to hear about and the great news is that you don't need a massive budget or a complicated setup to start getting those insights out there. In this episode of The 1% Insight, I dive into why team-led content on LinkedIn is becoming one...

In this episode of The 1% Insight, I sit down with Guntram Friede, VP of Marketing at Celonis and investor in B2B Tech startups, to explore how B2B Tech Marketing teams can drive measurable revenue impact. What You'll Learn: The Revenue Marketing Fundamentals Guntram shares his journey from implementing CRM systems to leading marketing at one of Europe's largest tech companies, revealing...

In this week’s episode of The 1% Insight, host Jack Regan sits down with Joel Harrison, a veteran in the B2B Marketing space with over 20 years of experience shaping the industry. Joel co-founded B2B Marketing in 2004 and has been instrumental in establishing key industry communities & events including the Propolis community, B2B Marketing Awards, B2B Ignite, and the Global ABM Conference. He...

This week on The 1% Insight, we welcome Maurice Lawlor, Head of Enterprise Sales at Prerender.io, for an in-depth conversation about creating harmony between marketing and sales functions to fuel long-term business success in the B2B Tech sector. Maurice examines how buyer behaviour has transformed, with decision-makers now preferring to research solutions independently before initiating contact w...

How do you market cutting-edge technology when your audience is still learning what they need? In this episode, Rosemary Wynne, Head of Marketing at EZO, reveals what it takes to build awareness and trust in Ireland's EV charging market. Rosemary walks us through her transition from digital strategy to leading the marketing for one of Ireland's leading EV infrastructure companies. She op...

How your B2B Tech Podcast can support your sales efforts during long sales cycles! 1. Engage Buyers A podcast can help keep prospects and buyers engaged with your brand throughout their journey. Easy to access content that they find valuable, keeping your company top of mind. 2. Appeal to buying committees Chances are there will be more than 1 person you need to get approval from when selling your...

Most B2B tech vendors focus solely on their sales process, perfecting demos and refining proposals. But recent research reveals a stark reality: if you're not on the buyer's shortlist from day one, you've likely already lost the deal. In this episode of The 1% Insight, host Jack Regan examines why the vast majority of winning vendors are present on the initial shortlist before forma...

In this episode of "The 1% Insight" podcast, we delve into the dynamic world of smart building technology and B2B tech marketing alongside Gemma Kerley, Group Marketing Manager at Hereworks and McKeon Group. Gemma shares her journey from digital marketing to leading innovative strategies in the smart building sector. Key Insights for B2B Tech Marketers: The Power of Events: Learn why bot...

Netflix is making a play for video podcasts with multi-year licensing deals. Should B2B tech marketers pay attention, or is YouTube still the clear winner? In this episode of The 1% Insight podcast, host Jack Regan breaks down why YouTube remains the dominant platform for B2B video content and what Netflix's entry means for your marketing strategy. What You'll Learn & Why YouTube is...

In this episode of The 1% Insight, Shree Magdani, Marketing Manager at TAMI, shares her insights on thriving in the fast-paced world of B2B tech marketing.  Discover how to stay agile in a changing landscape by embracing innovative strategies and leveraging AI for superior lead generation. Shree discusses the transition from lead generation to demand generation, offering practical tips on how to p...

In this episode of The 1% Insight, we delve into the world of B2B Tech Marketing with Gearoid Buckley, a seasoned marketing leader with a wealth of experience from his time at LinkedIn and other brands. Gearoid shares his journey from West Cork to becoming a pivotal figure in LinkedIn's international growth marketing, offering invaluable insights for B2B tech marketers looking to scale their...

In this episode of The 1% Insight, we delve into the critical importance of engaging Millennial and Gen Z buyers in the B2B technology sector. As these demographics increasingly dominate decision-making roles, understanding their unique buying behaviours is essential for safeguarding future revenue streams. Key Points: Demographic Shift:  In 2025, Millennials and Gen Z comprise the majority of dec...

Welcome to another episode of The 1% Insight, where we delve into the world of B2B technology marketing. Join host Jack Regan as he uncovers the power of B2B Tech Podcasts in transforming long sales cycles into opportunities for engagement, influence, and trust-building. Summary: Engage B2B Tech Buyers: In this episode, we explore how B2B technology podcasts can effectively engage prospects during...