Marketing B2B Technology

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 successfu...

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...

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...

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 som...

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 co...

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 lim...

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 relat...

Mark Stouse , CEO of data analytics platform Proof Analytics,  discusses the difference between marketing mix modelling (MMM) and marketing resource management (MRM) and how they can demonstrate the impact of marketing activities on business bottom line. Mark also explains why it is vital to trust and use math when making marketing decisions and why pressure from the C-suite means this is increasi...

Karthik Suresh is Co-Founder and Chief Product Officer at Ignition , a go-to-market platform automating the product launch process. Karthik explains how noticing a gap in the SaaS market for a tool supporting product marketeers led to Ignition's development. He discusses the pros of working in start-ups versus large corporations, and what marketers should consider when undertaking a product launch...

Jeffrey Mack , VP of Marketing at Agility PR , discusses the benefits of having a PR platform that integrates distribution with measurement, and how measurement is becoming a critical component in successful PR strategies. He discusses how measuring PR success is evolving from traditional quantitative AVE data to more qualitative data and how marketing teams can benefit from this shift. Jeffrey al...

At a time when attention spans are shortening and competition rising, having great design assets can be vital to a successful marketing campaign. Jason Byer , Marketing and Partnerships Manager at crowdspring, discusses how businesses can produce great designs whilst sticking to strict brand style guides, and the importance of the creative brief. He also shares why he thinks marketers shouldn’t ge...

As more people understand the value of SEO, competition increases. Sam Oh , VP of Marketing at Ahrefs,  discusses Ahrefs’ commitment to reliable data and how bad data can lead to bad decisions. He also offers advice on how marketeers can approach SEO campaigns and how impactful SEO fundamentals and basics can be for companies.

The internet is an increasingly crowded place, with competition rising and ad costs increasing. Ensuring landing pages are as optimised as possible is more important than ever. Darby Sieben , Chief Product Officer at Unbounce , shares top tips and insights about creating effective landing pages.   Darby shares how Unbounce continues to evolve to build tools that drive better conversions for market...

Terri Delfino , Chief Marketing Officer at FormAssembly , discusses what makes FormAssembly stand out amongst its competitors and how marketers can integrate forms into their marketing automation and CRM systems like Salesforce. Terri talks about the importance of branding forms, and how features like pre-fills give customers a better experience. She also shares details around the need to be compl...

Daan Reijnders , is co-founder and CEO of Foleon , a content creation platform where users can create engaging long form content. As an increasingly bigger portion of the customer journey is done offline, out of the marketeer’s view, the amount of individual investigation prospects do is increasing. Daan discusses how content is a good solution to support that journey and shares his expertise on h...

Chad Reid , VP of Marketing at Jotform , discusses what makes Jotform stand out amongst its competitors, shares which marketing tactics have proven to be the most successful and offers some top tips on how to maximise form conversions, as well as how to approach a marketing strategy when marketing to a broad audience.

Ian Ferguson , VP of Sales and Marketing at Lynx Software Technologies , talks about his career in the B2B technology industry and shares his opinions on the importance of having technical knowledge when marketing such products.   He also shares his insights into how the need to shorten sales cycles is impacting the balance between sales and marketing, the importance of saying no when prioritising...

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

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

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