Marketing B2B Technology
Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.
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Episodes
Tuesday Nov 21, 2023
Tuesday Nov 21, 2023
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
Monday Nov 13, 2023
Monday Nov 13, 2023
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
Tuesday Oct 31, 2023
Tuesday Oct 31, 2023
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
Tuesday Sep 26, 2023
Tuesday Sep 26, 2023
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
Tuesday Sep 12, 2023
Tuesday Sep 12, 2023
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
Tuesday Aug 29, 2023
Tuesday Aug 29, 2023
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
Tuesday Aug 15, 2023
Tuesday Aug 15, 2023
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
Monday Jul 31, 2023
Monday Jul 31, 2023
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
Monday Jul 10, 2023
Monday Jul 10, 2023
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
Monday Jul 03, 2023
Monday Jul 03, 2023
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.