The 1% Insight

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...

In this episode, I bring you a concise yet insight-packed breakdown of three of the most talked-about keynotes from Dublin Tech Summit 2025, all through a B2B technology and marketing lens. Whether you're a tech leader navigating the AI revolution, or a marketer rewriting your go-to-market strategy, this episode will give you the edge. From OpenAI’s global AI outlook to Anthropic’s ethical st...

The B2B Buying Journey has changed. Has your content strategy? Modern B2B buyers don’t want to be sold to, they want to be empowered. They’re educating themselves on LinkedIn, listening to podcasts on their commute, and seeking trusted sources before ever talking to sales. What You’ll Learn: ✅ Why content-led growth is outperforming outdated marketing approaches ✅ How to build a full-funnel stra...

Join Jack Regan in this episode of The 1% Insight as he sits down with Stephen Wilson Downey, the co-founder and CEO of Spéire. From his beginnings in culinary studies to now leading a cutting-edge digital marketing agency, Stephen takes us on his inspiring journey of entrepreneurship and innovation. Insights: Diverse experiences, like Stephen’s journey from culinary arts to digital marketing, can...

Join us for an inspiring conversation with Eugene Murphy, Founder and CEO of Indeemo, as he shares his entrepreneurial journey and the pivotal moments that shaped his success. In this episode, Eugene discusses the challenges of launching a startup, the importance of pivoting to meet market demands, and why understanding customer needs is essential for thriving in today’s competitive landscape. Dis...

In this episode, we explore the intersection of sports and digital creativity with Aaron Howey, the creative force behind Cork City Football Club’s online presence.   Aaron shares his inspiring journey from experimenting with design software as a hobby to building a career in the fast-paced world of sports marketing. Drawing from his own experiences, he discusses how he adapted to challenges in th...

In this episode, we talk with James McCarthy , Marketing Programs Manager at Workvivo by Zoom , as he takes us through his marketing career journey and shares valuable insights into the power of mindset in building a successful marketing career. James emphasises the importance of having a growth mindset , learning from failures, and being open to taking risks in the dynamic world of B2B marketing...

In this insightful episode, we sit down with Roisin Bennett , CEO of MarketingMentors , as she shares her entrepreneurial journey and expertise in the world of marketing . Roisin dives into the crucial role of marketing support for startups and why businesses must adapt to the ever-changing digital landscape. She also explores the growing influence of AI in marketing , from personalisation and con...

Summary: In this episode, we dive deep into what’s working for B2B companies in 2024 and how businesses can adapt to an evolving digital landscape. Pierre, a leading expert in B2B marketing, shares invaluable insights from his journey of scaling his agency to $1M and beyond. Tune in to hear: 🔹 Top-performing strategies in B2B marketing this year 🔹 Lessons from scaling an agency—hiring, culture,...