Marketing B2B Technology

Katie Jones, EVP of Marketing Operations at PathFactory explains how PathFactory personalizes content delivery for buyers, allowing them to navigate their purchasing journey without traditional barriers like content gating. The discussion highlights significant changes in B2B marketing over the past four years, particularly the advancements in AI capabilities. Katie emphasizes the importance of focusing on pipeline generation rather than traditional lead metrics and the necessity of building strong relationships with sales teams and CFOs to measure marketing success effectively.   About PathFactory Providing the right content to the right individuals at the right time has become essential to enabling B2B teams to hit revenue targets. PathFactory is a content intelligence and personalization platform that enables B2B marketers to create personalized content experiences for both accounts and individual buyers. With PathFactory, go-to-market teams access the industry's deepest and most detailed content engagement analytics to track buyer and content engagement throughout the entire buyer journey.   About Katie Jones Katie Jones is the EVP of Marketing and Operations at PathFactory, responsible for leading the company’s marketing strategy and operational execution with a clear focus on pipeline and revenue impact. With more than eight years at PathFactory, she has built and scaled a strong marketing organization grounded in data, personalization, and buyer-centric experiences. Katie lives outside Toronto with her husband, two daughters, and their dog, Hank.   Time Stamps 00:00:17 - Guest Introduction: Katie Jones from PathFactory 00:01:50 - Overview of PathFactory's Services 00:05:43 - Addressing AI Concerns: Hallucinations and Accuracy 00:12:37 - Measuring Performance and Overcoming Delays 00:15:41 - Shifting Towards B2C Marketing Strategies 00:18:50 - Future Trends: The Evolution of Websites 00:21:55 - Key Marketing Advice for Success   Quotes ""You need to build a really strong relationship with your CFO. If your CFO doesn't understand the strategy and the way that you're going to market... then you're never going to be successful in your company." Katie Jones, EVP of Marketing Operations at PathFactory. "You need to really understand your product and how that drives the strategy of the company. If you don't understand your product, you can't market it." Katie Jones, EVP of Marketing Operations at PathFactory. "Understanding the product is huge in order to grow. Tools will keep changing, but the strategy in which your business is built on is the thing that will endure." Katie Jones, EVP of Marketing Operations at PathFactory.   Follow Katie: Katie Jones on LinkedIn: https://www.linkedin.com/in/katie-jones-0188a12a/ PathFactory website: https://www.pathfactory.com/ PathFactory on LinkedIn: https://www.linkedin.com/company/pathfactory/   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

Alexandra Szynkarski, Head of EMEA Regional Marketing delves into Amplitude's unique position in the digital analytics space, highlighting how the platform goes beyond traditional metrics to provide deep insights into user behavior. Alexandra explains the importance of understanding customer needs and the role of data-driven decision-making in acquisition, retention, and monetization strategies. She discusses the evolving role of marketing leaders, the significance of regionalization in messaging, and the impact of AI on the future of marketing. Alexandra also offers advice for aspiring marketers, emphasizing the importance of curiosity and a well-rounded understanding of various marketing disciplines.   About Amplitude Amplitude is the leading AI digital analytics platform, helping over 4,500 customers—including Atlassian, Burger King, NBCUniversal, Square, and Under Armour—build better products and digital experiences. With powerful AI Agents embedded across the platform, Product, Marketing & Growth teams can analyze, test, and optimize user experiences faster than ever, making Amplitude a best-in-class solution and a top-ranked leader in multiple categories in G2’s Fall 2025 Report.   About Alexandra Szynkarski Alexandra Szynkarski is a Marketing Leader based in Paris, currently leading EMEA Regional Marketing at Amplitude, the AI Analytics Platform. She specializes in go-to-market strategies, regional growth, and building high-impact programs that impact business revenue. With experience scaling B2B technology across Europe, she's passionate about helping teams turn data into better customer experiences.   Time Stamps 00:00:18 - Guest Introduction: Alexandra Szynkarski 00:02:25 - The Importance of Regionalization in Marketing 00:03:12 - Overview of Amplitude's Product and Differentiation 00:08:11 - Amplitude's Application in B2B Marketing 00:11:22 - The Three Pillars: Acquisition, Retention, and Monetization 00:15:56 - Quality Demand Generation and Market Positioning 00:18:08 - Localization vs. Translation in Marketing 00:21:07 - The Future of Marketing Roles with AI Integration 00:24:48 - Advice for Aspiring Marketers   Quotes "At the end of the day, it's really about trying to understand how your prospects and your customers are moving through the digital journey." Alexandra Szynkarski, Head of EMEA Regional Marketing at Amplitude. "Our job is to make sure that the sales teams are speaking to those high intent buyers when it actually matters. It's not about volume; it's very much about quality." Alexandra Szynkarski, Head of EMEA Regional Marketing at Amplitude.   Follow Alexandra: Alexandra Szynkarski on LinkedIn: https://www.linkedin.com/in/alexandra-szynkarski-b1472926 Amplitude website: https://amplitude.com/   Amplitude on LinkedIn: https://www.linkedin.com/company/amplitude-analytics/   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

Andrea Rosi, Head of Operations and Marketing at StatSocial, shares her career journey and offers insights into how StatSocial helps brands understand audience interests, media preferences, and influencer relationships to drive more effective marketing strategies. She highlights the importance of an audience-first approach, especially in B2B marketing, where looking beyond job titles to understand people as individuals leads to more authentic and meaningful connections. Andrea also breaks down StatSocial’s marketing mix, spanning paid search, social media, and event marketing, and discusses the ongoing challenge of balancing long-term brand building with short-term lead generation.   About StatSocial StatSocial is a people-based intelligence platform that delivers identity-resolved, AI-ready audience data built from public social behaviour across major platforms. Powered by StatSocial's Identity Graph and Knowledge Graph, the platform enables audience insights, influencer strategy, targeting, and exposure-based measurement. Leading brands and agencies use StatSocial to understand real audiences, improve marketing decisions, and quantify impact across paid, earned, and owned channels. Learn more at StatSocial.com   About Andrea Rosi Andrea Rosi is a leading marketing and operations expert with over 10+ years experience working with Fortune 500 companies in the marcom technology space. Her background includes expertise in go-to-market strategies, product and content marketing, product management and sales. Time Stamps 00:00:18 - Guest Introduction: Andrea Rossi 00:01:46 - Overview of StatSocial's Product 00:02:18 - Understanding Audience Insights 00:06:01 - Benefits for B2B Companies 00:10:12 - Risk Aversion in B2B Marketing 00:14:19 - Balancing Data and Creativity 00:14:33 - StatSocial's Marketing Strategy 00:16:08 - Measuring Event Marketing Success 00:18:00 - Budgeting for Branding vs. Lead Gen 00:19:06 - Future of Marketing and AI   Quotes "I think one of the biggest challenges in B2B is that engaging, analyzing and engaging audiences has been fairly limited to people's title." Andrea Rosi, Head of Operations and Marketing at StatSocial. "It's been a really critical gap is being able to enable clients to take an audience first approach to their influencer programs. I can't tell you how many times we've spoken to clients that previously would choose influencers based on reach and engagement metrics." Andrea Rosi, Head of Operations and Marketing at StatSocial. "It's hard to find a balance sometimes... you don't necessarily know what movement is going to go viral. So you use data to the best of your ability." Andrea Rosi, Head of Operations and Marketing at StatSocial.   Follow Andrea Rosi: Andrea Rosi on LinkedIn: https://www.linkedin.com/in/andrea-rosi-343b8158/ StatSocial website: https://www.statsocial.com/ StatSocial on LinkedIn: https://www.linkedin.com/company/statsocial/   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

Oktopost’s VP of Marketing, Adi Krysler, joins the podcast to discuss how the platform is reshaping the way B2B companies approach social media. She explains why Oktopost was built specifically for the needs of B2B marketers—where relationships, attribution, and measurable business impact matter most—and how its social suite unifies publishing, employee advocacy, and social listening in one platform. Adi also shares how Oktopost empowers employees to become authentic brand ambassadors, strengthening trust and expanding reach far beyond traditional corporate channels. She explores the changing landscape of B2B marketing, the increasing overlap with B2C strategies, and what modern marketing leaders need to prioritise as expectations and technologies continue to evolve.   About Oktopost Oktopost is a B2B social media management platform that helps marketing and revenue teams drive engagement, measure success, and link social media to revenue growth. Trusted by thousands of marketing professionals at some of the world's leading B2B technology and professional services companies, Oktopost offers a comprehensive suite of solutions for social media publishing, employee advocacy, social analytics, social listening and marketing intelligence, all in one platform.   About Adi Krysler Adi is a seasoned marketing leader with an MBA and over 15 years of experience driving impactful marketing strategies in both corporate and startup environments, with companies like Wix.com, SAP, and Oktopost. Skilled in building go-to-market strategies, product positioning, and brand growth, she combines analytical insight with creative execution to elevate business outcomes. With deep expertise in SaaS and B2B marketing, she helps shape high-performing marketing initiatives, fostering cross-functional collaboration and bringing visionary leadership to the tech marketing landscape.   Time Stamps 00:00:00 - Introduction to the Podcast and Guest 00:02:49 - Overview of Oktopost's Services 00:05:58 - Measuring Impact of Employee Advocacy 00:07:30 - Oktopost's Unique Position in B2B 00:11:24 - Balancing Organic and Paid Social Strategies 00:15:47 - Influencer Marketing in B2B 00:19:14 - Future of the VP of Marketing Role 00:20:36 - The Importance of Choosing the Right Tools 00:21:12 - Best Marketing Advice Received 00:22:11 - Advice for New Marketers Quotes "In B2B, every relationship counts, every conversation has weight, every touchpoint can influence the buying decision." Adi Krysler, VP of Marketing at Oktopost. "We founded Octopost with the belief that B2B companies deserve their own dedicated platform that is built for these longer buyer journeys and for the multiple stakeholders." Adi Krysler, VP of Marketing at Oktopost. "The experiences that B2B buyers are looking for are getting more similar to the B2C, where everything is very fast and it's visual and it's personalized." Adi Krysler, VP of Marketing at Oktopost.   Follow Adi: Adi Krysler on LinkedIn: https://www.linkedin.com/in/adikrysler/ Oktopost website: https://www.oktopost.com/ Oktopost on LinkedIn: https://www.linkedin.com/company/oktopost/   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

Emily Thompson, Marketing Manager at CoSchedule, joins the podcast to share practical strategies for building smarter, more consistent social media content. She explains how marketers can use content pillars, batching, and realistic posting goals to stay organised and authentic, and explores the differences between B2B and B2C strategies—where creativity and trust are key to engagement and long-term success. Emily also highlights how CoSchedule’s AI-driven workflows help teams streamline planning, automate repetitive tasks, and maintain a consistent publishing cadence across channels—all within a single, easy-to-manage platform.   About CoSchedule CoSchedule is the marketing industry’s leading provider of content calendar, content optimization, and marketing education products. Its dynamic family of agile marketing management products serve more than 50,000 marketers worldwide, helping them organize their work, deliver projects on time, and prove marketing team value. Collectively, CoSchedule products empower nearly 100,000 marketers to complete more high-quality work in less time. As recognized with accolades from Inc. 5000, Gartner’s Magic Quadrant, and G2Crowd, CoSchedule is one of the most valued companies its customers recommend. To learn more about CoSchedule, visit https://coschedule.com   About Emily Thompson Emily Thompson recently joined CoSchedule as Marketing Manager, after two decades in B2B and B2C marketing content strategy. When people don't know what that means, she describes herself as the one who helps businesses answer the questions, "What needs to be said and how do we say it?" For her, there’s nothing more exciting than seeing marketing messaging land with precision and impact. Except maybe 49er football.   Time Stamps 00:00:18 - Meet Emily Thompson from CoSchedule 00:02:31 - Overview of CoSchedule's Product 00:06:26 - AI Integration at CoSchedule 00:08:07 - B2B vs. B2C Marketing Perspectives 00:12:04 - Common Mistakes in Social Media Marketing 00:14:00 - Empowering Employees to Post on Social Media 00:16:48 - Measuring Success in Social Media 00:25:16 - Best Marketing Advice Received 00:28:03 - Closing Remarks and Contact Information   Quotes "The number one thing I say about AI is it's only as smart as the person who's talking to it." Emily Thompson, Marketing Manager at CoSchedule. "CoSchedule just does it all in one. So it's a great tool reduction software and really affordable option for marketers as budgets are shrinking and we need to work smarter and faster." Emily Thompson, Marketing Manager at CoSchedule. "At the end of the day, you're creating trust and building relationships with your audience, whether you are B2B or B2C." Emily Thompson, Marketing Manager at CoSchedule.   Follow Emily: Emily Thompson on LinkedIn: https://www.linkedin.com/in/emily-thompson-68468084/ CoSchedule website: https://coschedule.com/ CoSchedule on LinkedIn: https://www.linkedin.com/company/coschedule/   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

RS Raghavan, CEO and Co-Founder of Animaker, joins the podcast to share how his passion for visual storytelling inspired a platform that makes video creation as easy as building a PowerPoint. RS explains how Animaker has evolved from a simple editing tool into an AI-powered platform that lets anyone generate videos from text prompts, turning what once took weeks into minutes. He discusses how marketers use video to boost engagement across sales, training, and social media, and why storytelling remains the key to standing out. He also touches on the importance of brand consistency, creativity, and continuous learning, offering practical insights for marketers looking to harness the power of video in a fast-changing digital landscape. About Animaker Animaker is one of the world’s leading AI-powered creative platforms that helps businesses build studio-quality videos in minutes. From L&D professionals & trainers, marketers to educators, entrepreneurs and enterprises, anyone can simplify video creation and marketing at scale with Animaker and its suite of AI tools. Serving over 30Million users worldwide, Animaker's AI suite includes Steve AI, Vmaker AI, Show (AI Marketers), and Picmaker that enables organizations to harness AI for smarter storytelling, faster content productions, and stronger customer engagement. About RS Raghavan RS Raghavan is the CEO & Co Founder of Animaker Inc, a leading double AI patented SaaS startup in the visual content creation space with over 30M + users. With a background in technology and a passion for creativity, Raghav has helped numerous Fortune companies run successful marketing & video campaigns and L&D training sessions. He strongly believes creativity can solve big problems and has delivered keynote talks at top conferences worldwide. RS has received several accolades, including the CII Startupreneur Award and Tech Entrepreneur of the Year He is also involved in initiatives like Say No to Cancer and Education for All. Time Stamps 00:00:18 - Meet RS, CEO and Co-Founder of Animaker 00:03:06 - Creating Videos with Animaker 00:04:44 - Simplifying Video Production 00:07:38 - Standing Out in a Crowded Video Space 00:12:50 - Video's Role in the Sales Process 00:16:02 - Design Teams vs. DIY Video Creation 00:18:50 - Future Trends in Video Marketing 00:21:13 - Final Thoughts and Marketing Advice Quotes "Standing out comes from the story. You can literally have the same character, same background, same all of it. But still, you want to create the engagement that comes from the story." RS Raghavan, CEO and Co-Founder of Animaker. "If you're doing a product launch, have a nice video to it. There is no excuse of not having a video to any of your product launches in the initial days." RS Raghavan, CEO and Co-Founder of Animaker. "Marketing starts before even your product development starts. The moment a feature or something we have developed, the first thing goes in my mind is like, how come the customer is going to receive it?" RS Raghavan, CEO and Co-Founder of Animaker. Follow RS: RS Raghavan on LinkedIn: https://www.linkedin.com/in/rsraghavan/ Animaker website: https://www.animaker.com/ Animaker on LinkedIn: https://www.linkedin.com/company/animaker/ 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

As people move away from traditional search engines and turn to AI tools for answers, Leah Nurik, Co-Founder and CEO of Brandi.ai, joins host Mike Maynard to explore how this change is transforming the way brands build visibility. Leah shares how her background in tech and agency leadership led to the creation of Brandi, a platform that helps companies influence how AI engines like ChatGPT, Gemini, and Claude understand and present their brands. She explains why Generative Engine Optimization (GEO) is emerging as the new SEO, how brands can take control of their visibility in AI-driven search, and what it takes to stay relevant as the rules of digital discovery evolve. Leah also discusses the human side of marketing in the AI era, and why critical thinking, creativity, and authenticity still matter as much as data and algorithms.   About Brandi Brandi is the first intelligence-driven platform built on Generative Engine Optimization for brand visibility. It helps improve brand presence in AI-generated answers from engines like ChatGPT, Claude, Gemini, and Perplexity. In today’s landscape—where brand discovery increasingly happens through generative AI—Brandi provides the insights and tools to help your company earn recognition as a trusted answer.   About Leah Nurik Leah Nurik is CEO and Co-Founder of Brandi. Leah has worked with over 400 growth-stage software companies in her 20-plus year career. She’s held senior strategy, product, and marketing leadership positions at Motorola, Symbol Technologies, Infowave, and others. She also founded and led Gabriel Marketing Group, an award-winning global public relations, branding, and integrated marketing agency focused on B2B SaaS companies. Leah’s expertise spans digital, public relations, content marketing, product marketing, and go-to-market strategy.   Time Stamps 00:00:17 – Guest Introduction: Leah Nurik 00:02:07 – Jumping from agency leadership to developing Brandi 00:03:19 – What is GEO 00:09:13 – How can brands use Brandi to boost AI visibility 00:15:45 – What markets does Brandi support 00:16:38 – What is Brandi’s go-to-market strategy 00:18:34 – The future of AI search 00:23:52 – Best Marketing Advice Received by Andy 00:24:22 – Advice for New Marketers 00:26:07 – Contact details and Brandi demos Quotes “The paradigm of internet search is completely shifting. If you’re not on the train, you’re not leaving the station.” Leah Nurik, Co-Founder and CEO at Brandi. “Generative AI search will overtake traditional search. Ignoring it is like buying a horse when everyone else is driving a car.” Leah Nurik, Co-Founder and CEO at Brandi. “AI can get you about 85% of the way there, but you still need that human overlay to make the content authentic and mission-driven.” Leah Nurik, Co-Founder and CEO at Brandi. “The marketers who will thrive in the age of AI are the ones who can think critically, solve complex problems, and bring human creativity to technology.” Leah Nurik, Co-Founder and CEO at Brandi. “Brandi allows you not just to measure and monitor your brand’s performance, but also to influence how AI defines your market and how you’re represented in those conversations.” Leah Nurik, Co-Founder and CEO at Brandi. “Our codified intelligence engine is what sets Brandi apart. It decodes customer pain points, listens to market conversations, and delivers real, directional advice marketers can act on.” Leah Nurik, Co-Founder and CEO at Brandi. Follow Leah: Leah Nurik on LinkedIn: https://www.linkedin.com/in/leahgabriel/ Brandi’s website: https://mybrandi.ai/ Brandi on LinkedIn: https://www.linkedin.com/company/mybrandi/ Brandi on X: https://x.com/mybrandi_ai   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

Ben Smith, Marketing Director at Reachdesk, shares his journey from professional ice skater to marketing leader and dives into the power of gifting in B2B. He explains how Reachdesk helps businesses source, personalize, and automate gifting at a global scale, and why combining physical and digital experiences creates deeper customer connections. Ben also discusses Reachdesk’s marketing strategy, the role of AI in modern marketing, and why personalization, creativity, and genuine relationship building are key to successful outreach.   About Ben Meet Ben Smith, a dynamic marketing leader with a passion for driving strategic growth and creative impact. As a seasoned professional at Reachdesk, he’s helped brands build stronger connections, unlock new opportunities, and deliver customer experiences that truly engage. Known for translating big ideas into measurable results, Ben shares actionable insights on outbound and allbound strategies — from sparking pipeline to scaling engagement. Join us as he brings fresh perspectives and stories from the cutting edge of modern marketing.   About ReachDesk At Reachdesk, we believe that strong relationships fuel success. Whether you're engaging prospects, celebrating customers, or recognizing employees, our platform makes it simple to deliver personalized moments that resonate at scale. As the only fully integrated gifting and swag solution, we empower go-to-market and people teams to: Strengthen connections with prospects, customers, and employees. Remove operational headaches with a seamless global fulfilment network. Measure the impact of every send, so gifting becomes a strategic advantage, not just a nice-to-have.   Time Stamps 00:00:00 - Introduction to Marketing B2B Tech Podcast 00:00:18 - Guest Introduction: Ben Smith from Reachdesk 00:00:41 - Ben's Unique Career Journey 00:01:42 - What Reachdesk Does 00:02:31 - Challenges of International Shipping 00:03:15 - The Importance of Physical Gifts in a Digital World 00:04:30 - Customer Use Cases for Reachdesk 00:05:55 - Navigating Gifting Mistakes and Concerns 00:07:36 - The Philosophy of Gifting in Marketing 00:09:02 - Marketing Strategies at Reachdesk 00:11:35 - Building Brand Reputation vs. Driving Leads 00:13:04 - Influencer Marketing in B2B 00:15:05 - Understanding the Buying Committee 00:18:00 - Identifying Gifting Touchpoints in the Customer Journey 00:22:04 - The Impact of Technology on Marketing 00:25:21 - Advice for New Marketing Professionals   Follow Ben: Ben Smith on LinkedIn: https://www.linkedin.com/in/bensmith-reachdesk/ Reachdesk website: https://www.reachdesk.com/ Reachdesk on LinkedIn: https://www.linkedin.com/company/reachdesk/   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

For many marketers, managing data across different platforms is a constant headache. From pulling campaign metrics into Airtable to building reports that actually make sense, the process often eats up hours that could be better spent on strategy. Andy Cloke, founder of Data Fetcher, joins the podcast to explore how no-code integrations can transform the way marketers work with data. Andy shares how Data Fetcher makes it simple to connect Airtable with your popular platforms, automatically update dashboards, and streamline reporting. He also discusses the growing importance of APIs in marketing, why integrations are becoming non-negotiable, and how even non-technical professionals can harness these tools to work smarter.   About Data Fetcher Data Fetcher is an Airtable extension that lets non-technical teams connect to any API without writing code. Launched in 2020 as one of the first extensions on the Airtable marketplace, it now serves hundreds of customers who pull data from over 5,000 different APIs. The tool offers pre-built integrations for popular services like Google Analytics, Stripe, and OpenAI, plus the flexibility to connect to any REST or GraphQL API. Users can schedule automated syncs, transform incoming data, and build powerful workflows directly within their Airtable bases. As a bootstrapped and profitable company, Data Fetcher focuses on sustainable growth rather than chasing venture capital metrics. The extension has been featured by both Airtable and G2.   About Andy Cloke Andy Cloke is the founder of Data Fetcher, a bootstrapped SaaS that helps teams connect APIs to Airtable. After teaching himself to code and working as a freelance developer, he built and sold his first startup before launching Data Fetcher on the Airtable marketplace. As a solo founder, Andy uses Twitter to share his experiments, failures, and wins openly to help other bootstrappers. He focuses on leveraging platform ecosystems to find underserved niches and advocates for staying focused on one project rather than chasing shiny objects. Time Stamps 00:00:17 - Guest Introduction: Andy Cloke 00:01:49 - Previous MarTech Venture: TikTok Influencer Platform 00:02:39 - Introduction to Data Fetcher 00:05:10 - Ease of Use and Integration with Airtable 00:07:26 - Challenges Marketers Face with Data Tools 00:11:46 - No-Code Movement and Its Impact on Marketing 00:13:18 - Marketplace Insights for Software Vendors 00:19:27 - Leveraging AI in Marketing Workflows 00:20:25 - Best Marketing Advice Received by Andy 00:21:31 - Advice for New Marketers Quotes "Data Fetcher basically lets people have an escape patch, like a really flexible tool that lets them connect to anything, pulling the data from other places." Andy Cloke, Founder of Data Fetcher.   "An API is just a way of them saying, here's how you can get data out of this tool or write data into it in a kind of predictable, robust way." Andy Cloke, Founder of Data Fetcher.   "If SEO and YouTube are working, just focus on those, just double down and just nailing one or two channels is much more effective than trying to be everywhere and to everyone." Andy Cloke, Founder of Data Fetcher. Follow Andy: Andy Cloke on LinkedIn: https://www.linkedin.com/in/andycloke/ Data Fetcher’s website: https://datafetcher.com/ Data Fetcher on LinkedIn: https://www.linkedin.com/company/datafetcher/   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

In this episode of Marketing B2B Technology, Mike sits down with Collin Crowell, VP of Growth for Kameleoon North America, an experimentation platform. Collin discusses the evolution of Kameleoon as a global player in the MarTech industry, emphasises the importance of data-driven decision-making, and explains how Kameleoon enables teams to easily build and test digital experiences. Collin highlights the challenges B2B companies face in adopting experimentation and the need for curiosity and a willingness to explore new approaches. He also offers advice for aspiring marketers, stressing the importance of understanding their audience and leveraging AI tools to enhance productivity.   About Kameleoon Kameleoon is an agentic experimentation platform built for modern product and marketing teams. With Prompt-Based Experimentation, any team can turn ideas into live tests in minutes. Once ideas prove their impact, Kameleoon delivers accurate results and gives teams the control to roll them out safely. Trusted by brands like Lululemon, Toyota, Mayo Clinic, and Canada Goose, Kameleoon makes experimentation simple, fast, and scalable across the organization.   About Collin Crowell Collin Crowell is VP of Growth for Kameleoon North America, where he leads sales, marketing, and partnerships. He helps experimentation teams design and run tests their way, secure executive buy-in, and get the most out of their tech stack. Based near Whistler, Canada, he spends his free time skiing and mountain biking. Time Stamps 00:00:43 - Colin's Background and Journey to Kameleoon 00:03:05 - Overview of Kameleoon and Its Experimentation Platform 00:06:11 - Multivariate Testing and Its Complexity 00:10:28 - Challenges in B2B Experimentation 00:15:05 - The Importance of Incremental Gains 00:18:02 - Growing Kameleoon: Balancing Brand and Leads 00:21:06 - The Importance of Being Present in Target Channels 00:23:09 - Innovative Campaigns: Hot Ones and Qualtrics 00:26:00 - Best Marketing Advice Received 00:27:29 - Advice for New Marketers: Embrace AI Quotes “"If you can make that process as easy as possible for all of those teams, then the company becomes more data driven.” Collin Crowell, VP of Growth for Kameleoon North America.   "We all need to just work together to build better digital experiences. If you can make that what was really technically hard and difficult easy, then you're enabling those marketers to build out those digital experiences." Collin Crowell, VP of Growth for Kameleoon North America.   "If the company or the team is not interested in being data-driven or has some executive that refuses to acknowledge that there could be a different way of working, then we probably aren't going to play well in that space." Collin Crowell, VP of Growth for Kameleoon North America. Follow Collin: Collin Crowell on LinkedIn: https://www.linkedin.com/in/collincrowell/ Kameleoon’s website: https://www.kameleoon.com/ Kameleoon on LinkedIn: https://www.linkedin.com/company/kameleoon/   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

We’re joined by Mikael Dia, founder and CEO of Funnelytics, a visual journey mapping tool built to help marketers optimize conversions and better communicate strategy. Mikael shares how the rise of multi-touch, non-linear customer journeys inspired Funnelytics, and how the platform goes far beyond funnel mapping to uncover what drives results. We explore how marketers are using visualization to align teams, boost performance, and turn complex data into clear, actionable insights. About Funnelytics Funnelytics is a visual funnel analytics platform designed to help marketers track, analyze, and optimize the entire customer journey, without needing to be a data expert. By combining intuitive whiteboarding with powerful analytics, Funnelytics transforms complex data into clear, real-time visual maps that show exactly how users move through your marketing funnels. Whether you're a hands-on marketer or prefer expert support, Funnelytics empowers you to grow smarter by identifying what’s working, what’s not, and where to focus next. Time Stamps 00:00:18 - Guest Introduction: Mikael Dia 00:00:39 - Mikael 's Background and Journey in Digital Marketing 00:01:53 - The Evolution of Customer Journeys in Marketing 00:05:04 - Identifying the Core Problem Funnelytics Solves 00:08:36 - Understanding Funnelytics Customer Base 00:10:51 - Differences Between B2B and B2C Marketing Analytics 00:12:35 - Shifts in Customer Behavior Over the Years 00:14:29 - Sales Involvement in Selling Funnelytics 00:18:06 - The Importance of Branding in Marketing 00:20:07 - The Impact of AI on Marketing Trends 00:25:48 - How to Connect with Mikael Dia and Learn More About Funnelytics Quotes “Learn as much as you can about how the puzzle fits together...Marketing can be a machine, and it should be thought of as a machine. It shouldn't be thought of as how creative your next campaign is or what your logo look like and, and a lot of the stuff that falls under brand, it's all of it, it fits together to create a machine to turn strangers into customers. Learn as much about each puzzle piece to understand how can you architect that machine, for any company.” - Mikael Dia, founder and CEO of Funnelytics Follow Mikael: Mikael Dia on LinkedIn: https://www.linkedin.com/in/mikaeldia/ Funnelytics website: https://www.funnelytics.io/ Funnelytics on LinkedIn: https://www.linkedin.com/company/funnelytics-io/about/ 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

We welcome back Joel Harrison, founder of B2B Marketing and a leading voice in the industry. Four years after his last appearance, Joel shares how B2B marketing has evolved – impacted by COVID, political tensions, AI, and tariffs. From the lasting power of podcasts to the shifting balance between brand and performance marketing, he explores the rise of human-centric strategies in B2B, the real impact of AI on MarTech, and why trust, influence, and advocacy are emerging as the new pillars of marketing success. About B2B Marketing B2B Marketing is the premier provider of insight and intelligence for marketers across all B2B sectors. Its Propolis community intelligence platform helps marketing teams become more effective and successful. The B2B Marketing Awards are the gold standard for excellence in B2B campaigns, while Ignite and the Global ABM Conference are among the most respected events on the B2B marketing calendar. B2B Marketing’s offerings include an extensive content portfolio, such as the B2B Agencies Benchmarking Report, the B2B Marketing Podcast, and a suite of industry-focused training courses. About Joel Harrison Joel Harrison has spent over 20 years at the heart of the B2B marketing industry — as an editor, keynote speaker, ambassador, and evangelist — playing a pivotal role in shaping the dynamic sector we know today. Today, Joel focuses on podcasting, public speaking, advisory work, and his upcoming book on thought leadership. He co-founded B2B Marketing magazine in 2004, establishing key industry events and the Propolis community. He remains co-owner and director of B2B Marketing (www.b2bmarketing.net), though he is no longer operationally involved. Time Stamps 00:00:17 - Guest Introduction: Joel Harrison 00:00:44 - What Has Joel Been Doing Over the Last 4 Years? 00:02:54 - The Future of Podcasts 00:06:28 - Creating Valuable Conferences 00:08:40 - How Has the B2B Marketing Landscape Changed? 00:12:30 - Making B2B Marketing Less Boring 00:16:30 - The Impact of AI on the Marketing Stack 00:18:29 - The Rise of Influencer Marketing in B2B 00:24:20 - Best Marketing Advice and Career Tips Quotes “In the 22 years I’ve been doing this, I’ve never seen a period that even compares remotely.” Joel Harrison, founder of B2B Marketing “The only thing you can be certain about is uncertainty.” Joel Harrison, founder of B2B Marketing “B2B marketing has definitely got more human. And that’s a good thing.” Joel Harrison, founder of B2B Marketing “AI isn’t the reason to buy a platform. The platform should solve a specific job — AI is just part of how it does it.” Joel Harrison, founder of B2B Marketing “We can’t really envisage what the midterm future looks like right now — we’re just so early in the AI journey.” Joel Harrison, founder of B2B Marketing “It’s not about being boring or not boring — it’s about being human and relevant.” Joel Harrison, founder of B2B Marketing Follow Joel: Joel Harrison on LinkedIn: https://www.linkedin.com/in/joelharrison/ B2B Marketing’s website: https://www.b2bmarketing.net/ B2B Marketing on LinkedIn: https://www.linkedin.com/company/b2b-marketing/ 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

Alex Alexin, Head of Demand Generation at Insightful, shares how she found her way into marketing and ultimately into demand gen. She unpacks what demand generation really means today, beyond leads, and why data, analytics, and operations are at the core of effective strategy. Learn how Insightful uses behavioral insights to refine personas, the evolving role of employee productivity tools, and how aligning sales and marketing on metrics drives better outcomes. Alex also shares a standout campaign that cut the sales cycle by 52% and highlights the value of testing, iteration, and curiosity in modern B2B marketing. About Insightful Insightful is a workforce analytics and productivity platform designed for modern teams looking to optimize performance, boost operational efficiency, and leverage data-driven workforce management. By integrating real-time activity tracking, behavioral analytics, and automated time mapping, Insightful simplifies employee monitoring, remote team oversight, and resource allocation, all within a single, intuitive platform. Known for promoting productivity transparency, Insightful replaces scattered reports and multiple tools with a unified, real-time visibility layer that connects daily work directly to meaningful business outcomes. Time Stamps 00:00:18 - Guest Introduction: Alex Alexin 00:00:42 - Alex's Career Journey 00:03:14 - Understanding Employee Monitoring 00:04:04 - The Purpose of Insightful's Software 00:05:36 - Reframing Employee Monitoring 00:06:15 - Marketing Approach Overview 00:06:33 - Defining Demand Generation 00:08:11 - Identifying Target Personas 00:12:06 - Balancing Brand Building and Demand Gen 00:12:23 - The Full Funnel Perspective 00:18:04 - SaaS vs. Other Industries 00:21:32 - Successful Campaigns and Learnings 00:24:25 - Key Marketing Advice 00:25:40 - Final Thoughts and Contact Information Quotes "I truly believe that the heart of demand generation is the operations behind it." Alex Alexin, Head of Demand Generation at Insightful "It's all about how work happens and how you can really help your workforce do better or those workflows and those processes be better." Alex Alexin, Head of Demand Generation at Insightful Follow Alex: Alex Alexin on LinkedIn: https://www.linkedin.com/in/alexandraalexin/ Insightful website: https://www.insightful.io/ Insightful on LinkedIn: https://www.linkedin.com/company/insightfulio/ 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

Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com, an A/B testing tool, joins the podcast to explore the world of B2B marketing and conversion rate optimization. Eddie highlights how Convert.com is carving out a distinct space in the A/B testing world, emphasizes the challenges B2B marketers face, particularly around internal bureaucracy and slower adoption of testing strategies, and why agility remains a key differentiator. Mike and Eddie discuss the critical role of curiosity in navigating today’s marketing landscape and how Eddie’s diverse background informs his approach. About Convert.com Convert is a privacy-first A/B testing and web experimentation platform built for fast-growing businesses and agencies. Known for its robust integrations, flexible experimentation framework, and ethical data practices, Convert helps teams optimize digital experiences without compromising user trust. About Eddie Casado Eduardo “Eddie” Casado is a systems thinker, builder, and connector who thrives at the intersection of growth, product, and partnerships. With an MBA and years of cross-functional experience, he’s known for turning ambiguity into traction and having a strong bias for action. Curious by default and strategic by design, Eddie shares his wins, experiments, and lessons in public, helping other operators’ level up. He’s drawn to honest conversations about what works (and what doesn’t), and brings a deep respect for data, people, and long games. Currently leading Affiliate & Technology Partnerships at Convert.com, Eddie is most energized when creating repeatable systems, learning from peers, and unlocking compounding results through aligned collaboration. Time Stamps 00:00:17 - Guest Introduction: Eddie Casado 00:00:43 - Eddie's Career Background 00:03:40 - What Makes Convert.com Unique 00:06:59 - Maturity in MarTech and the Role of AI 00:09:23 - Challenges in B2B vs. B2C Marketing 00:10:35 - The Need for Improved Conversion Rates in B2B 00:14:04 - The Shift in B2B Customer Behavior 00:18:04 - Convert's Marketing Strategy 00:22:32 - The Role of AI in Marketing 00:24:26 - Best Marketing Advice and Career Tips Quotes "B2B needs to realize that people are not on LinkedIn to be sold on." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "The more value you can provide, the more top of mind you are. At the end of the day, the more consideration you'll have." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "I think we're just tired in B2B. We're tired of getting pitch slapped. We're tired of getting AI slapped with a generic message." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com Follow Eddie: Eddie Casado on LinkedIn: https://www.linkedin.com/in/eddie-casado/    Convert.com website: https://www.convert.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/convert-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  

Mark Wheeler, CMO of Storyblok, shares insights into how Storyblock differentiates itself from other headless CMS providers, discusses the shift from traditional search to AI search, and how an API-first approach can enhance content visibility in the age of generative AI. He offers valuable advice for marketers, encouraging them to focus on personalization and to be ambitious in their campaigns. He also advised those starting their marketing careers to embrace failure as a learning opportunity and to strive for impactful marketing that resonates with audiences. About Storyblok Storyblok is a headless CMS for marketers and developers who want to make a bigger, faster market impact. It frees you from the pain of legacy CMS platforms and empowers your teams to ship content quickly and build with complete flexibility. Brands like Adidas, T-Mobile, and Renault use Storyblok to make content management fun and collaborative. It’s Joyful Headless™ and it changes everything. About Mark Mark Wheeler is the CMO of Storyblok and leads the marketing strategy and execution to drive business growth and redefine the CMS category. Recognized as a Top 100 B2B global CMO, he's dedicated to building communities for marketers and developers. With a deep understanding of digital experiences, Mark ensures Storyblok delivers exceptional value. Previously, as CMO of LeanIX, he played a key role in doubling customers in two years and contributing to its successful acquisition by SAP. He has also held senior marketing roles at Nutanix, EMC, Sitecore, and Adobe. Time Stamps 00:00:18 - Guest Introduction: Mark Wheeler, CMO of Storyblock 00:00:42 - Mark's Career Journey in Tech Marketing 00:01:46 - What is a Joyful Headless CMS? 00:05:09 - The Relationship Between Marketers and Developers 00:07:47 - Who Uses a Headless CMS Like Storyblock? 00:09:31 - The Importance of API-First CMS in AI Search 00:14:09 - AI Tools and Enhancements in Storyblock 00:16:13 - Marketing Challenges with Legacy Platforms 00:19:07 - Strategies for Reaching Marketers 00:21:08 - Successful Campaigns and Content Strategies 00:24:03 - Quickfire Round: Marketing Advice Quotes "The Joyful brand or the Joyful Headless brand came about through really just speaking to a lot of our existing customers and partners who just kept on expressing that it got rid of a lot of the pain that they'd been feeling with their previous CMS products." Mark Wheeler, CMO of Storyblok “One of the brands that I think I most admire, particularly about 15 years ago, was HubSpot. And the reason I admired them in particular was because they really focused on their content marketing strategy." Mark Wheeler, CMO of Storyblok "I think the best managers will always celebrate failures as much as they celebrate the successes. And the best marketers I've always met... wanted to do the bigger and more impactful things." Mark Wheeler, CMO of Storyblok Follow Mark: Mark Wheeler on LinkedIn: https://www.linkedin.com/in/markwheeler/ Storyblok website: https://www.storyblok.com/ Storyblok on LinkedIn: https://www.linkedin.com/company/storyblok/ 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

Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales. They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial. Lars explains how Dreamdata addresses the challenge of data overload in B2B marketing by building robust data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions. About Dreamdata Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth. About Lars Grønnegaard Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights. Time Stamps 00:00:43 - Lars's Career Journey and Founding Dreamdata 00:03:13 - Startup Environment in Denmark 00:05:30 - The Challenge of Data Clarity in Marketing 00:08:22 - Attribution vs. Incremental Sales Testing 00:10:39 - Long Buying Cycles in B2B 00:16:12 - Maintaining Data Models Over Time 00:19:17 - Freemium Model and Customer Trials 00:22:44 - Ad Spend and ROI Considerations 00:28:49 - Best Marketing Advice from Lars 00:29:39 - Advice for Aspiring Marketers 00:30:34 - Where to Learn More About Dreamdata Quotes "You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata "The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata Follow Lars: Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard Dreamdata’s website: https://dreamdata.io/ Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/ 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

Emeric Ernoult, Co-Founder and CEO of Agorapulse, talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms. He encourages B2B marketers to focus on providing value through educational and entertaining content and offers practical advice for leveraging team members and influencers to enhance social media engagement. About Agorapulse Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok. About Emeric Ernoult Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments. Time Stamps 00:00:17 - Guest Introduction: Emeric Ernoult 00:02:07 - Differences Between the Bay Area and Europe for Startups 00:04:19 - Agorapulse: Solving Social Media Chaos 00:09:29 - B2B Marketing: Beyond LinkedIn 00:11:02 - Measuring Social Media Success 00:16:21 - The Challenge of Entertaining vs. Selling on Social Media 00:21:47 - Tips for B2B Marketers to Create Engaging Content 00:25:59 - Best Marketing Advice Received 00:28:34 - Advice for New Marketers 00:31:47 - Connecting with Emerick and Agorapulse Quotes "Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse. Follow Emeric: Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr Agorapulse’s website: https://www.agorapulse.com/ Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/ 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  

Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies. He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution. He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consistent messaging. About Brand Metrics Brand Metrics’ is a technology company measuring brand lift at scale. Brand Metric’s unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com About Sean Adams Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry. He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics. Time Stamps 00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics 00:02:46 - Overview of Brandmetrics 00:03:56 - Understanding Brand Lift 00:05:30 - Challenges of Last-Click Attribution 00:11:22 - B2C vs. B2B Brand Measurement 00:12:45 - Importance of Brand in B2B Marketing 00:14:02 - Advice for B2B Marketers on Branding 00:16:16 - Examples of Brand Lift Success 00:20:43 - Brandmetrics Marketing Strategy 00:24:36 - Quickfire Questions: Marketing Advice 00:27:02 - Contact Information and Closing Remarks Quotes "Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics. “One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics. “If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics. Follow Sean: Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/ Brand Metrics website: https://www.brandmetrics.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/ 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

Riaz Kanani, CEO and founder of Radiate B2B returns to the podcast to discuss the evolving landscape of B2B marketing. Mike and Riaz explore the shift in buyer behaviour, the rise of account-based marketing (ABM), and the importance of intent data in driving effective campaigns. Riaz shares insights on common mistakes in ABM strategies and highlights the role of AI in shaping the future of marketing. About Radiate B2B Radiate B2B is a B2B advertising and intent data platform that helps companies reach their prospects at the right time, in the right place and with the right message. Radiate B2B has been nominated for Emerging Martech Vendor and UK Martech vendor of the year by B2B Marketing. About Riaz Kanani Riaz is the founder and CEO of Radiate B2B. Riaz has a history of building and scaling successful businesses and has been nominated for Entrepreneur of the Year multiple times. He is listed as a Top 25 global account based marketing thought leader by B2B Marketing and one of the Top Asian Stars in UK Tech by Diversity UK. He built one of the world’s largest video advertising networks and after exiting to Silverpop, scaled their presence internationally. Silverpop helped to set out the best practice for B2B marketing a decade ago and was a leader in B2B marketing automation and content marketing before exiting to IBM to create its marketing cloud platform. He has sat on the DMA email marketing council helping to set best practice for the email marketing industry, judge its awards and help shape data privacy and the use of data in the UK and Europe. He regularly writes and speaks on the BBC and elsewhere on the intersection between marketing, business and technology, its best practice and future trends. Time Stamps 00:00:18 - Guest Introduction: Riaz Kanani 00:01:50 - The Shift in B2B Buyer Behavior 00:03:09 - Evolution of Account-Based Marketing (ABM) 00:06:34 - Common Mistakes in ABM Campaigns 00:09:07 - The Role of Intent Data in Marketing 00:15:22 - Customer Success Stories with Radiate B2B 00:19:20 - Using Radiate B2B for Internal Marketing 00:20:42 - Future of MarTech and AI Integration 00:23:00 - Final Thoughts on ABM and Marketing Trends 00:23:19 - Best Marketing Advice Received 00:24:16 - Advice for Aspiring Marketers 00:25:23 - Conclusion and Invitation for Future Discussions Quotes "By the time they reach your website to convert, 70-80% of those companies have already shortlisted who they want to buy from." Riaz Kanani, CEO and Founder at Radiate B2B. "If you don't have a level of insight which tells you whether they're coming into market or they're in market, then there's a very high likelihood that project is going to fail." Riaz Kanani, CEO and Founder at Radiate B2B. "Intent data is merely a signal that attention is being given to a particular problem or area." Riaz Kanani, CEO and Founder at Radiate B2B. Follow Riaz: Riaz Kanani on LinkedIn: https://www.linkedin.com/in/riazkanani/  Radiate B2B website: https://radiateb2b.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/radiateb2b/ 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

Ganesh Chithambalam, Co-founder at Recotap, explores how account-based marketing is evolving and discussed the challenges marketers face when it comes to effectively marketing their products. Learn how Recotap is enhancing ABM by using LinkedIn as a high impact advertising platform and empowering smaller SaaS companies to run personalised campaigns. Ganesh also unpacks key topics such as understanding buyer intent, avoiding common pitfalls in traditional ABM strategies, and creating messaging that resonates with target audiences. About Ganesh Ganesh Chithambalam is a seasoned entrepreneur with over 15 years of experience in the SaaS and marketing technology space. Before founding Recotap, he built and scaled 30+ high-growth SaaS products and a high-performance programmatic ad exchange. With a deep focus on performance marketing, automation, and account-based strategies, he brings a pragmatic, results-driven approach to solving complex B2B marketing challenges. Ganesh is passionate about using data and technology to drive meaningful outcomes for marketing teams. Outside of work, he enjoys traveling, discovering local cultures, and experimenting in the kitchen. About Recotap Recotap is an Account-Based Marketing platform purpose-built for B2B marketers who want to run high-impact, personalised LinkedIn campaigns at scale. Designed to simplify complex ABM workflows, Recotap brings together data signals, audience segmentation, ad personalisation, and performance tracking into one unified platform. By leveraging intent data, CRM insights, and website behaviour, Recotap helps marketing teams identify high-fit, in-market accounts and automatically activate 1:1 ad campaigns and personalised landing pages. Whether you're building awareness, accelerating pipeline, or influencing late-stage deals, Recotap enables full-funnel ABM execution with minimal effort. Trusted by fast-growing SaaS and tech companies, Recotap is helping redefine how modern B2B teams approach demand generation, sales alignment, and marketing ROI. Time Stamps 00:00:18 – Guest Introduction: Ganesh Chachambaland 00:00:43 – Ganesh's Career Journey and Founding RecoTap 00:03:38 – Challenges in Current ABM Campaigns 00:04:12 – Common Mistakes in ABM Marketing 00:06:24 – Intent Signals and Their Importance for SaaS 00:07:03 – Personalisation in ABM Campaigns 00:12:18 – Balancing Lead Generation and Brand Awareness 00:16:37 – Predictions for the Future of ABM and Marketing 00:18:26 – Valuable Marketing Advice Received 00:20:28 – Outro and Contact Information Quotes “The companies which are getting successful are the ones who are marketing it well.” - Ganesh Chithambalam, Co-founder at Recotap "I think brand positioning and brand differentiation is very, very important.” - Ganesh Chithambalam, Co-founder at Recotap Follow Ganesh: Ganesh Chithambalam on LinkedIn: https://www.linkedin.com/in/ganesh-chithambalam/?originalSubdomain=in Recotap website: https://www.recotap.com/ Recotap on LinkedIn: https://www.linkedin.com/company/recotap/ 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