Marketing B2B Technology

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...

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-...

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 break...

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 gener...

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.  ...

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 use...

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 w...

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 emp...

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...

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 functiona...

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...

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 ma...

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 profess...

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 wh...

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....

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 adv...

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.   Abou...

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 t...

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 Om...

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...

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 bu...

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 buil...

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 subscrib...

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...

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 aud...