Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.
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Go-To-Market Strategy and Social Media for B2B: Insights from Andy Lambert - Adobe
Episode 102
Wednesday, November 13, 2024 • Duration 30:35
Andy Lambert, Senior Product Marketing Manager, at Adobe and founder of ContentCal, a social media marketing tool acquired by Adobe in 2021, shares his insights into the intricacies of navigating acquisitions and shares his thoughts on effective go-to-market strategies. He offers some great ideas on how to leverage social media in the B2B space, along with tactical advice on successful campaigns and practical tips to support your own marketing efforts.
About Adobe
Adobe is a global leader in digital media and digital marketing solutions with a range of creative apps and services for photography, design, video and more.
About Andy Lambert
Andy is a marketing leader who has spent the last 12 years setting up, scaling and selling multiple software businesses.
In 2016, Andy joined two others as part of the founding team of ContentCal, a social media marketing tool. Over five years, the team raised over $10 million, expanded to serve thousands of customers across more than 100 countries, won numerous awards, and, in late 2021, was acquired by Adobe Inc.
Time Stamps
[00:42.2] – Andy discusses his career from founding ContentCal to joining Adobe.
[03:52.2] – Andy talks about the importance of defining a target audience.
[10:59:1] – Andy explains his take on go-to-market strategies.
[15:39.5] – How can B2B businesses leverage social media?
[20:22.3] – Andy talks about some examples of successful marketing campaigns.
[24:48.7] – Andy discusses how the role of the CMO may change in coming years.
[27:31.3] – Andy shares the best piece of marketing advice he’s heard.
[28:16.9] – Andy offers advice for those just starting their marketing careers.
Quotes
"It's easy to get over enamoured with how quickly you can get stuff done with AI. AI tools are an amazing opportunity to increase your utility and increase your leverage, but it's very important that we balance that… balance it with a deep understanding at an emotional level of what truly drives an audience.”- Andy Lambert, Senior Product Marketing Manager at Adobe.
“I just need to post more on LinkedIn, right? No. 80 percent of the content that happens about our brand on social should not be from us, it should be from other people. So, it's our job to try and find a way to unlock that.” - Andy Lambert, Senior Product Marketing Manager at Adobe.
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.
Simplifying SEO: How to Demystify Search Engine Optimization - Moz
Episode 101
Wednesday, October 23, 2024 • Duration 41:17
Ethan Hays, General Manager at Moz, dives into the world of SEO. He shares his insights on simplifying SEO and the importance of democratising it within organisations, ensuring all stakeholders recognise its value.
Ethan compares the dynamics of startups and large enterprises, as well as the cultural differences between East and West Coast marketing landscapes. He also explores the evolving role of the Chief Marketing Officer (CMO) and the need for integrating marketing and sales in today’s business environment.
About Moz
Moz is a marketing analytics software company that provides tools and resources for search engine optimisation (SEO). The platform offers features like keyword research, link building, and site audits to help businesses improve their online visibility and search rankings. Moz is also known for its educational content, including blogs and guides that simplify SEO for users of all skill levels.
About Ethan
Originally studying sports medicine, Ethan discovered a passion for SEO and has built a successful career over the past two decades. Having held various roles in startups, enterprises and agencies, as well as founding his own agency, he is now the General Manager at Moz and STAT Search Analytics.
Time Stamps
00:04:54 - Ethan's Career Journey: Startups to Agencies
00:08:33 - Cultural Differences: East Coast vs. West Coast
00:13:27 - The Misconceptions of SEO
00:16:30 - Democratizing SEO Within Organizations
00:18:08 - Moz's Approach to Simplifying SEO
00:23:40 - The Impact of Generative AI on SEO
00:32:15 - The Evolving Role of CMOs
00:36:01 - Quick Marketing Advice from Ethan
00:37:27 - Advice for Aspiring Marketers
00:40:16 - Contact Information
Quotes
Interview with Andrus Purde - Outfunnel
Episode 92
Wednesday, July 10, 2024 • Duration 22:13
Andrus Purde, Co-Founder and CEO of Outfunnel, an integration platform, discusses the importance of sharing data between marketing and sales teams and the challenges businesses face when their tools don't communicate effectively.
About Outfunnel
Outfunnel is an integration platform that makes it easy to connect sales and marketing tools, keep customer data in sync across the MarTech stack, and record all marketing engagement in the CRM.
About Andrus Purde
Andrus Purde is Co-Founder, CEO and ‘recovering marketer’ at Outfunnel. Andrus founded the integration platform in 2017 following a career in marketing, including positions at Pipedrive and Skype.
Time Stamps
[00:01:0] - Andrus introduces himself and talks about his marketing career before starting Outfunnel.
[00:03:2] - Andrus discusses Estonia as a great place for startups and the benefits of being based there.
[00:06:0] - Importance of Two-Way Data Sync: Andrus explains the significance of syncing data both ways between CRM and marketing tools.
[00:10:3] - Andrus talks about the popular integrations and connections made using Outfunnel.
[00:14:0] - Andrus discusses the strategies used to promote Outfunnel.
[00:18:3] - Andrus shares the best marketing advice he has received.
[00:21:4] - Andrus's contact details.
Quotes
“Some companies operate years, or forever, with data in isolation… marketers and salespeople who are doing the work... they shouldn't worry about how the tools have been sourced in their company. They should just have access to the data.” Andrus Purde, Co-Founder and CEO at Outfunnel
Interview with Mark Donnigan – Virtual CMO
Episode 91
Tuesday, June 25, 2024 • Duration 27:00
In this episode of Marketing B2B Technology, Mike chats with Mark Donnigan, a virtual CMO who works with tech companies. Mark shares insights into his career journey, discusses his approach to building long-term client relationships, and emphasises the importance of understanding the market and customers.
Mark also shares his advice on marketing tactics, highlights the value of focusing on go-to-market strategy, and talks about the importance of getting into the field to understand customers.
About Mark Donnigan
Mark Donnigan designs and executes marketing programs and go-to-market strategies to establish and grow markets for disruptive startup companies. As a transformative B2B marketing and business leader, Mark understands what’s required to succeed in today’s winner-takes-all market.
Well-versed in SaaS, software licensing, enterprise technology, and platform business models, Mark helps companies build efficient marketing teams that routinely outperform larger marketing departments.
Time Stamps
[00:44.0] - Mark shares his career journey and explains his role as Virtual CMO.
[12:57.0] - The benefits of hiring a Virtual CMO versus full-time CMO.
[14:45.0] - Mark talks about his approach to building marketing plans.
[18:42.0] - Overrated marketing channels and tactics
[23:26.0] - Challenges with fixed KPIs in marketing
[24:37.0] - Mark offers some marketing advice
[25:52.0] - Mark's contact details
Quotes
“Get into the field. Know the market. Know the customers. Know how they think. Know what they care about. Know how they make decisions.” Mark Donnigan, Virtual CMO.
Interview with Molly Bruckman - Mutiny
Episode 90
Tuesday, June 11, 2024 • Duration 28:31
Molly Bruckman, Head of Growth Marketing at Mutiny, a website personalisation platform, shares some top tips on how marketers can effectively leverage personalisation to enhance engagement and drive results. She also explains the potential pitfalls of over-personalisation and how it can negatively impact marketing efforts.
About Mutiny
Most Marketing teams can’t play a meaningful role in breaking through to target accounts because the 1:1 marketing strategies that work don’t scale, and what scales doesn’t work. Mutiny helps B2B companies generate pipeline and revenue from their target accounts through AI-powered personalised experiences, 1:1 microsites, and account intelligence. Backed by Sequoia Capital, YCombinator, and CMOs from leading tech companies, Mutiny is rewriting the Go-To-Market playbook.
About Molly
Molly Bruckman is a customer-obsessed marketing and CX leader. With 10+ years of experience building personalization, CRO and ABM teams and programs, Molly thrives on developing creative solutions that propel marketers to new heights. Her journey spans diverse landscapes, from nimble B2B startups to dynamic B2C enterprises, orchestrating growth programs across various channels such as web, email, community and events - always with an eye for innovative strategies.
Time Stamps
[00:44.9] – Molly discusses her career journey from mathematician to marketer
[05:44.4] – Molly explains what Mutiny does.
[06:32.0] – Molly discusses the best data points to base personalisation on.
[12:03.5] – Molly explains how over-personalising can impact marketing efforts.
[17:41.0] – Who can benefit from Mutiny?
Interview with Lisa Rees - Avnet
Episode 89
Wednesday, May 22, 2024 • Duration 23:52
Lisa Rees, Director of Marketing Communications at Avnet Silica, joins Mike for the latest episode of our leading B2B marketing professionals series. Lisa discusses the importance of understanding the customer journey, why having a non-technical background can be an advantage, and emphasises the value of measuring success based on metrics such as the customer lifecycle rather than just lead generation.
About Avnet Silica
Avnet Silica, a division of Avnet, is a European semiconductor distributor and specialist that supports projects from idea to concept to production. Avnet Silica acts as the connection between customers and suppliers, providing creative solutions, technology and logistics support.
About Lisa Rees
Lisa Rees is the Director of Marketing Communications at Avnet Silica and is responsible for all aspects of marketing and communications, including supplier marketing, digital strategy, media, content and events. She joined Avnet Silica after ten years as Director of Marketing Communications at Avnet Abacus.
Time Stamps
[00:49.2] – Lisa discusses her career from the French chamber of commerce to Avnet Silica.
[02:52.8] – Lisa explains what Avnet Silica is and what they do.
[04:16.3] – Lisa shares why having a non-technical background can be a benefit in marketing.
[07:49.3] – What marketing activities make the biggest impact at Avnet Silica?
[13:48.2] – Lisa discusses how to measure the impact of marketing.
[24:51.9] – How is Avnet Silica incorporating AI into its marketing activities?
[21:10.6] – Lisa shares the best piece of marketing advice she’s ever been given.
Interview with Georgios Grigoriadis - Baresquare
Episode 88
Thursday, May 9, 2024 • Duration 33:18
Georgios Grigoriadis, Founder and CEO of Baresquare, an AI-driven analytics platform, discusses his career journey from data scientist to founder and the development of Baresquare. He shares how the tool leverages AI-powered insights for marketing analytics, the challenges and opportunities in B2B marketing, and the potential of AI to empower individuals in marketing rather than replace them.
About Baresquare
Baresquare redefines data analytics by transitioning from traditional dashboards to proactive, AI-powered insights delivered directly to the right person at the right time. Baresquare pioneers a new approach where manual dashboard analysis and human intervention are unnecessary for identifying crucial business events and their underlying causes. This frees marketers, strategists and analysts to focus on creative endeavors and expanding business opportunities while providing insight that no other data set can provide.
About Georgios
Georgios Grigoriadis is a data advocate and the founder and CEO of Baresquare, a tech startup turning data analytics on its head by shifting from traditional dashboard-based analysis to proactive AI-powered insights, delivered directly to the right person at the right time. Fueled by the belief that data should empower, not overwhelm, Georgios built Baresquare to transform complex analytics into clear, useful answers for anyone to understand.
Time Stamps
[00:46.1] – Georgios discusses what led him to build Baresquare.
[06:11.9] – How can marketeers use Baresqaure?
[06:48.8] – Georgios shares if he thinks the B2C industry is further ahead in using analytics.
[19:47.1] – Georgios offers some marketing advice.
Interview with Stefan Debois - Pointerpro
Episode 87
Tuesday, April 23, 2024 • Duration 26:05
Stefan Debois is the CEO and Co-Founder of Pointerpro, an assessment software that allows users to produce surveys and highly personalised automated reports. Stefan joins the Marketing B2B Technology podcast for a discussion on how the software works and how it can be leveraged for marketing and lead generation.
About Pointerpro
Pointerpro is an all-in-one assessment software platform where users can create online questionnaires and surveys that auto-generate personalised advice and reports into PDF.
About Stefan
Stefan Debois has a background in engineering and has over 15 years’ experience in Enterprise Software. Stefan’s experiences are foundational to Pointerpro, which he co-founded in 2012.
Time Stamps
[00:50.2] – Stefan shares what led him to co-founding Pointerpro and what the software does.
[08:41.2] – Stefan explains how Pointerpro can be used for lead generation.
[11:42.5] – What is the future of Pointerpro?
[17:43.4] – Stefan shares what marketing tactics are used to promote Pointerpro.
[22:50.2] – What is the best piece of marketing advice you’ve been given?
[24:45.3] – Where to go for more information and Stefan’s contact details.
Quotes
“Double down on what works instead of trying to experiment with new things all the time. That doesn't mean that you don't have to do experimentation…but don't fall into the shiny new object syndrome… double down on what works.” Stefan Debois, CEO and Co-Founder at Pointerpro.
Interview with Emir Zecovic - CMO
Episode 86
Wednesday, April 10, 2024 • Duration 27:41
Emir Zecovic, an experienced marketing professional in the B2B and SaaS space, joins Mike for a discussion about how to market B2B technology products.
Emir highlights how marketers often miss opportunities by not focussing on large non-English speaking markets like South America and India. He shares why marketers should be data-obsessed to understand what influences the buying journey, and why working within start-ups may offer new marketers greater career opportunities.
About TextGrid, 12min and OpenGraph
TextGrid offers communication APIs for SMS, MMS, voice and email. With cloud communications, businesses are empowered to build, scale and innovate.
12min is a platform that chooses, reads and summarises the most important non-fiction books.
OpenGraph generates meta tags and social media previews for any URL on the web in a few simple steps.
About Emir
Emir Zecovic is CMO at 12min and is currently also in transition between roles as CMO at TextGrid and Senior Business Development Consultant at OpenGraph. He is a determined, data-driven and versatile marketer with over 7 years of experience in managing teams, devising and implementing growth strategies for SaaS B2B and B2C companies.
Time Stamps
[00:51.1] – Emir shares how he got to this point in his career.
[04:46.8] – Emir discusses why it is important not to overlook non-English speaking markets.
[08:49.7] – Emir shares his approach to marketing as a CMO.
[16:27.0] – How does Emir encourage form fills?
[20:26.8] – What impact is AI going to have on the industry.
Interview with Sean Campbell - Cascade Insights
Episode 85
Wednesday, March 27, 2024 • Duration 27:02
Sean Campbell, CEO and Founder of Cascade Insights, is the latest guest to join Mike Maynard for the Marketing B2B Technology podcast. Sean discusses the benefits of using market research platforms, explores the pros and cons of qualitative versus quantitative data, and talks about the challenges of getting research responses within the B2B industry.
About Cascade Insights
Cascade Insights empowers B2B technology companies with customized market research and marketing services. For over a decade, we’ve served Fortune 500 enterprises like Microsoft, Adobe, IBM, Dell Technologies, AWS, and Google as well as mid-markets and startups.
In an industry that’s ever-changing, we deliver the tools and resources to help businesses navigate the market and seize opportunities for growth. Want to learn how well your brand resonates with buyers, or why your superior product keeps losing to a competitor? Maybe you need updated messaging to win more deals and generate more leads.
About Sean
Sean has been training, mentoring, and educating all his life. An exceptionally well-regarded conference speaker and author, Sean has delivered talks for Fortune 50 companies and top-tier conferences. He has also been the author of several books on technical and business topics.
Sean has also been a professional services firm owner for over 20 years. He is passionate about running a remote-first company, and has been doing so long before it was cool – dating back to the 20th century!
His professional services work has spanned consulting engagements with the Fortune 50 and startups you have heard of; the sale of his first professional services company, and the growth of delivery, sales, marketing, and operational practices inside professional services firms.
Time Stamps
Apple Podcasts
🇬🇧 Great Britain - marketing
09/04/2026
#60
🇬🇧 Great Britain - marketing
25/01/2026
#92
🇬🇧 Great Britain - marketing
27/05/2025
#83
🇩🇪 Germany - marketing
30/03/2025
#79
“It shocks me… talking to executives at very large, sophisticated companies who to this day have not even approached SEO as a category. Like it’s too complex….” Ethan Hays General Manager at Moz and STAT Analytics.
“It [SEO] is the single most scalable source of high margin, high intent traffic.” Ethan Hays General Manager at Moz and STAT Analytics.
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.
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.
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.
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.
“Hang out with your customers… get to know your customers inside out. Every opportunity you can take to understand your customer is going to give you everything you need to be a good marketer." Lisa Rees, Director of Communications at Avnet Silica.
“If you're just measured by leads, you're probably not generating the right outcomes... the biggest return for the business tends to be in a small number of very high-quality leads.” Mike Maynard, Managing Director at Napier.
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.
[17:52.4] – Should young people embark on a marketing career? Georgios shares his opinions.
[24:51.9] – Georgios and Mike talk about the future of AI and its impact on the industry.
[31:48.9] – Georgios’s contact details
Quotes
“Baresquare today is turning data analytics on its head. And, we are not talking in terms of tables and numbers, but rather in terms of words and paragraphs." Georgios Grigoriadis, Founder and CEO at Baresqaure.
“It’s very frustrating when those insights, they don’t find themselves driving action. But action, it’s more a matter of communication. It’s bringing people together and aligning their understanding.” Georgios Grigoriadis, Founder and CEO at Baresqaure.
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.
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.
[23:58.1] – Emir offers some career advice to new marketeers.
[26:42.9] – Emir’s contact details.
Quotes
“Trying to be as international as possible in a business is always a good idea, don't underestimate countries you're not familiar with.” Mike Maynard, Managing Director at Napier.
“I've heard people say that they don't like Google Ads or Facebook ads or SEO, but I doubt anybody has ever said that they regret having a good email list” Emir Zecovic, CMO at 12min
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.
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.
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