The 1% Insight – Détails, épisodes et analyse

In this episode of The 1% Insight, I sit down with Guntram Friede, VP of Marketing at Celonis and investor in B2B Tech startups, to explore how B2B Tech Marketing teams can drive measurable revenue impact.

What You'll Learn:

The Revenue Marketing Fundamentals

Guntram shares his journey from implementing CRM systems to leading marketing at one of Europe's largest tech companies, revealing how early exposure to sales operations shaped his revenue-first approach. He explains the critical shift from focusing solely on lead generation metrics to measuring what truly matters such as closed-won revenue.

The Bow Tie Model: Beyond the Traditional Funnel

Discover why the traditional marketing funnel is incomplete. Guntram introduces the bow tie framework, which extends marketing's responsibility beyond deal closure to include customer expansion, renewal and advocacy. Learn how this approach positions marketing as a strategic partner across the entire customer lifecycle.

Escaping Common B2B Marketing Traps

We discuss the pitfalls that prevent marketing teams from driving revenue, including the lead quality versus volume scenario, how content commoditisation undermines buyer trust, why gating content is outdated and the importance of data unification across your revenue operations stack.

The Brand and Demand Balance

Guntram challenges the traditional separation between brand and revenue marketing, explaining how to integrate brand thinking into every campaign and tactic. Learn why brand matters even in late-stage opportunities and how to maintain consistent messaging throughout the customer journey.

Practical Tactics for Different Buying Stages 

For out-of-market buyers, Guntram emphasises building trust through communities and education rather than product pitches. For in-market opportunities, he shares how marketing can assist sales teams through account-based approaches, executive briefings and enabling internal champions.

Internal Storytelling and Asset Utilisation 

Marketing teams must visualise their impact for sales leaders, ensure customer success stories are accessible to business development teams and avoid creating expensive assets that go unused in actual sales conversations.

Key Takeaway:

Guntram's 1% Insight centres on two principles: be relevant and create urgency. Whether communicating externally with prospects or internally with sales teams, cutting through the noise with a clear signal is what separates effective revenue marketing from traditional demand generation.

• Connect with Guntram on LinkedIn 

Thanks for listening to The 1% Insight! 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Connect with me on LinkedIn 

• Subscribe to our 1% Insight Newsletter 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7! 

In this week’s episode of The 1% Insight, host Jack Regan sits down with Joel Harrison, a veteran in the B2B Marketing space with over 20 years of experience shaping the industry.

Joel co-founded B2B Marketing in 2004 and has been instrumental in establishing key industry communities & events including the Propolis community, B2B Marketing Awards, B2B Ignite, and the Global ABM Conference.

He currently hosts the Trust & Influence in B2B podcast and can be regularly seen on stages across the globe as a keynote speaker and industry commentator. 

Why Trust Matters More Than Ever

Joel explains how trust has become increasingly critical in today's B2B landscape. Several factors have converged to make trust essential: growing societal cynicism, the diminishing authority of traditional media sources, increased market noise, and the proliferation of AI-generated content.

Marketing teams must now work harder than ever to cut through the noise and build genuine relationships with their audiences. 

Joel identifies three interconnected pillars that B2B organisations should focus on: Thought Leadership, Influencer Marketing & Advocacy.

Key Insights for B2B Tech Marketers 

• Trust is a defining challenge for B2B marketers in 2026 due to increased cynicism, market noise, and AI-generated content.
• Thought leadership must demonstrate impact throughout the entire buyer journey, not just at the top.
• B2B influencer marketing includes your team, industry experts, and journalists not just paid promoters.
• Customer advocacy is vastly underutilised, move beyond case studies to operationalise customer voices.
• Consistency over time beats complex tactics, simple, sustained efforts deliver better results. 

This is a great episode for B2B Tech Marketers who are searching for the 1% changes that can make a huge difference over time.

• Connect with Joel on LinkedIn 

• Learn about Joel’s work, podcast & more: Learn more

Thanks for listening to The 1% Insight! 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Connect with me on LinkedIn 

• Subscribe to our 1% Insight Newsletter 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7! 

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing 

In this episode of The 1% Insight, we delve into the critical importance of engaging Millennial and Gen Z buyers in the B2B technology sector. As these demographics increasingly dominate decision-making roles, understanding their unique buying behaviours is essential for safeguarding future revenue streams.

Key Points:

• Demographic Shift: In 2025, Millennials and Gen Z comprise the majority of decision-makers in large B2B transactions. Ignoring their preferences could mean missing out on significant revenue opportunities.
• Digital-First Approach: Unlike previous generations, these buyers conduct extensive independent research online, often bypassing traditional sales channels. Companies must ensure their digital presence is robust and engaging.
• Content Strategy: Effective content marketing is crucial. Providing valuable, consistent content across multiple channels can position your brand as a trusted resource, influencing buyers' decisions.
• Omnichannel Engagement: Combining digital content with in-person events creates a comprehensive strategy that meets buyers where they are, enhancing brand visibility and trust.
• Data Utilisation: Leveraging data from digital interactions can inform personalised marketing strategies, bridging the gap between marketing and sales.

Conclusion:

To remain competitive, B2B technology companies must adapt their marketing strategies to align with the expectations of younger, digital-savvy buyers. Consistency, value, and strategic content distribution are key to capturing their attention and securing future revenue.

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing
• Connect with me on LinkedIn
• Subscribe to our 1% Insight Newsletter
• Watch & Subscribe our YouTube Channel
• Visit our Website

The 1% Insight is brought to you by Trend 7!

Keywords: B2B technology marketing, Millennial buyers, Gen Z buyers, digital-first strategy, content marketing, omnichannel engagement, buyer behaviour, revenue risk, decision-makers, marketing strategy.

Welcome to another episode of The 1% Insight, where we delve into the world of B2B technology marketing. Join host Jack Regan as he uncovers the power of B2B Tech Podcasts in transforming long sales cycles into opportunities for engagement, influence, and trust-building.

Summary:

• Engage B2B Tech Buyers: In this episode, we explore how B2B technology podcasts can effectively engage prospects during long sales cycles. By providing valuable content, these podcasts keep your brand top of mind without the pressure of direct sales interactions.
• Appeal to the B2B Buying Committee: Discover strategies for tailoring podcast content to address the diverse needs of stakeholders within a buying committee. By creating episodes that speak directly to different personas, you can effectively communicate your value proposition and influence decision-making.
• Build Trust & Authority: Learn how featuring customer testimonials and industry experts on your podcast can enhance your brand's credibility. By consistently delivering insightful content, you position your company as a trusted advisor, increasing the likelihood of being the preferred choice when prospects are ready to purchase.

Key Points:

• Understanding Long Sales Cycles: B2B technology sales cycles can span long periods of time, making it crucial to maintain engagement with prospects who are not always in direct contact with your sales team.
• Content Repurposing: Leverage podcast content across multiple channels, such as newsletters, blogs, and social media, to maximise reach and engagement.

Conclusion:

A well-executed B2B technology podcast not only supports your sales efforts but also positions your brand as a trusted advisor in the industry. By consistently delivering valuable content, you can influence buying decisions and ensure your company remains the preferred choice when prospects are ready to make a purchase.

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing
• Connect with me on LinkedIn
• Subscribe to our 1% Insight Newsletter
• Watch & Subscribe our YouTube Channel
• Visit our Website

The 1% Insight is brought to you by Trend 7!

Keywords: B2B technology marketing, sales cycles, podcast engagement, content marketing, buyer personas, trust building, authority, content repurposing.

In this episode, I bring you a concise yet insight-packed breakdown of three of the most talked-about keynotes from Dublin Tech Summit 2025, all through a B2B technology and marketing lens.

Whether you're a tech leader navigating the AI revolution, or a marketer rewriting your go-to-market strategy, this episode will give you the edge. From OpenAI’s global AI outlook to Anthropic’s ethical stance, and a deep dive into how HubSpot and others see B2B MarTech evolving, this is your debrief on where the industry is heading.

🔑 What you’ll learn in this episode:

1. Scaling AI for Global Impact
   • Insights from Sarah Friar (OpenAI) on the economic and infrastructure demands of AI
   • Why Ireland is uniquely positioned for AI-driven growth
   • The importance of partnerships, hardware, and developer ecosystems
   • The multi-billion dollar reality of building enterprise-grade AI solutions
2. Building the Next Generation of European AI Innovation
   • Why we’re in a digital renaissance and how startups can stay agile
   • How companies like Intercom and Anthropic are approaching AI integration
   • Navigating regulation (like the EU AI Act) while maintaining innovation
   • Why automating tasks (not jobs) is the realistic, ethical approach
3. The Next-Gen MarTech Playbook for B2B
   • How AI is redefining the B2B Buying Journey: from linear funnels to multi-threaded research
   • What LLM optimisation is and why it matters to content visibility
   • The rise of Agentic AI, dynamic websites, and personalised experiences at scale
   • The end of third-party cookies and the rise of first-party data
   • Why context is powerful and why marketers must act like orchestrators, not soloists

💡 If you’re in B2B tech or marketing, this episode will help you cut through the noise and understand the strategic shifts shaping the next 12–24 months of growth, personalisation, and competitive advantage.

If you're in B2B Tech, this is for you:

I’ve created a free resource called "Build a B2B Tech Content Strategy That Fuels Your Pipeline", a value-packed 35-minute video and PDF guide that shows how B2B tech companies can turn content into pipeline and demand using social media and podcast marketing.

Actionable insights built for modern B2B marketing.

• Access it free today: https://www.trend7m.com/b2btech

The 1% Insight is brought to you by Trend 7 Media!

#B2B #b2bmarketing #marketing #contentmarketing #b2bsales #marketingstrategy #technology #b2btech

The B2B Buying Journey has changed. Has your content strategy?

Modern B2B buyers don’t want to be sold to, they want to be empowered. They’re educating themselves on LinkedIn, listening to podcasts on their commute, and seeking trusted sources before ever talking to sales.

What You’ll Learn:
✅ Why content-led growth is outperforming outdated marketing approaches
✅ How to build a full-funnel strategy mapped to the actual B2B buying journey
✅ Where your buyers actually are, and how to meet them there with the right content
✅ What to track (and what to ignore) when it comes to content KPIs
✅ How to scale content without overwhelming your team
✅ How to turn one podcast episode into an entire content engine
✅ The signals that show your content is truly moving pipeline

This Series is For You If:

• You’re a marketer at a B2B tech company looking to link content to pipeline
• You want to move from reactive content creation to strategic execution
• You need buy-in from leadership and sales to invest in content
• You’re tired of chasing impressions and want to drive results that convert

Access Today for Free: https://www.trend7m.com/b2btech 

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

Insights:

• Diverse experiences, like Stephen’s journey from culinary arts to digital marketing, can shape innovative career paths.
• Building strong relationships fosters business success and long-term customer loyalty.
• Effective marketing starts with deeply understanding customer needs.
• Defining what a conversion means is essential for measuring campaign success.
• Organic SEO is a rising priority in digital marketing strategies.
• AI has the potential to enhance efficiency but must be used thoughtfully and responsibly.
• Experimentation is key to discovering the best marketing approaches.
• Clear insights into costs and returns are critical for impactful marketing.
• The future of marketing lies in AI and data-driven strategies.
• Adopting a conversion-focused mindset leads to more streamlined and effective campaigns.

Discover the secrets behind Spéire's success, including the art of building strong business relationships, putting customers first, and driving real results in marketing. Plus, don’t miss their deep dive into how AI is transforming marketing strategies and streamlining operations in today’s competitive landscape.

Packed with practical advice and forward-thinking ideas, this episode is a must-listen for anyone looking to stay ahead in the world of Marketing.

The 1% Insight is brought to you by Trend 7 Media, learn how they are Building The B2B Tech Brands of The Future: https://www.trend7m.com/

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

Discover what is transforming market research and learn actionable strategies to navigate these changes in 2024. Whether you’re a B2B marketer or a business leader seeking innovative approaches, Eugene’s insights on bootstrapping, team building, and leveraging customer feedback will equip you with tools to drive success.

Key Topics Covered:

• The importance of market research in product development
• How AI and social media are reshaping consumer behaviour
• Practical strategies for overcoming early startup challenges
• The power of engaging directly with customers for growth
• Lessons on pivoting to meet evolving market needs

Don’t miss this episode filled with expert advice and real-world lessons for thriving in the ever-changing business landscape. Perfect for marketers, entrepreneurs, and business leaders passionate about driving innovation and understanding customer decision-making in the digital age.

Connect with Eugene on LinkedIn: https://www.linkedin.com/in/eugenecmurphy/
Connect with me on LinkedIn: https://www.linkedin.com/in/jackregan7/

The 1% Insight is brought to you by Trend 7 Media, learn how they are Building the B2B Tech Brands of The Future: https://www.trend7m.com/

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

Aaron reveals the keys to building a loyal fan base online, with insights into the growing role of video content and how clubs can use it to enhance fan engagement. He also talks about the importance of keeping content fresh and authentic, offering tips on balancing consistency with innovation to keep fans engaged and excited.

Key Takeaways:

• Sports Marketing Career: Turning a passion for graphic design into a career in sports marketing.
• Staying Current: Adapting to new techniques and trends to remain competitive in sports media.
• Power of Video: Leveraging video content to captivate fans and build strong, lasting engagement.
• Fan Engagement: Strategies for consistency and creativity to retain and grow a fanbase online.

Perfect for marketers, sports marketers, designers, and fans alike, this episode offers a playbook for creative success in the competitive world of sports media!

Connect with Aaron on LinkedIn: https://www.linkedin.com/in/aaronhowey/
Connect with me on LinkedIn: https://www.linkedin.com/in/jackregan7/

The 1% Insight is brought to you by Trend 7 Media, learn more about how they are building the B2B Tech brands of the future: https://www.trend7m.com/

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

James explores the key role of content marketing in the B2B space, focusing on building meaningful connections by understanding your audience's pain points. He also highlights LinkedIn as a game-changing platform for B2B companies, stressing the value of personal pages to build trust and authority with potential clients.

Listeners will learn how to leverage LinkedIn to grow their online presence and why consistently posting content is crucial for B2B success. Whether you're new to B2B marketing or looking to enhance your strategy, this episode is packed with practical tips and expert advice.

Key Takeaways:

• Develop a growth mindset to embrace failures, take risks, and accelerate your marketing career.
• Focus on building connections and addressing audience pain points in B2B marketing.
• Use LinkedIn effectively to establish trust and grow your online presence, with an emphasis on the power of personal pages.
• Prioritise content that evokes emotion and connection, with simple designs and compelling copy.
• Start posting consistently on LinkedIn to elevate your B2B marketing efforts.

Join us as James McCarthy shares how B2B marketers can stay ahead by adopting the right mindset and leveraging the power of LinkedIn!

Connect with James on LinkedIn: https://www.linkedin.com/in/james-mccarthy10/

Connect with me on LinkedIn: https://www.linkedin.com/in/jackregan7/

The 1% Insight is brought to you by Trend 7 Media, learn more about how they are building the B2B Tech Brands of The Future: https://www.trend7m.com/