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Interview with Morgan McLintic at Firebrand

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Contenido proporcionado por Mike Maynard, Napier and Mike Maynard. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Mike Maynard, Napier and Mike Maynard o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.

Morgan McLintic, CEO and Founder of Firebrand Communications, breaks down what start-up companies need to consider when building their martech stack and why choosing the wrong products can result in losing visibility of what is and isn't working.
He also shares his optimistic views on how AI may change the marketing landscape and why this makes technology exciting again.

  continue reading

103 episodios

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Manage episode 364901905 series 2583980
Contenido proporcionado por Mike Maynard, Napier and Mike Maynard. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Mike Maynard, Napier and Mike Maynard o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.

Morgan McLintic, CEO and Founder of Firebrand Communications, breaks down what start-up companies need to consider when building their martech stack and why choosing the wrong products can result in losing visibility of what is and isn't working.
He also shares his optimistic views on how AI may change the marketing landscape and why this makes technology exciting again.

  continue reading

103 episodios

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Mike is joined by Dan Ruby, VP of Marketing at Noble9, a leading reliability platform that helps manage and monitor application reliability. Dan discusses the challenges of marketing a product that aims to keep issues unnoticed by end users and how storytelling can make a traditionally "unexciting" product compelling and engaging. The conversation also covers the importance of data-driven marketing, balancing brand building with lead generation, and innovative campaign strategies. About Nobl9 Founded in 2019 by ex-Googlers Marcin Kurc and Brian Singer, Nobl9 is the premiere Service Level Objectives-based platform for driving a reliable digital experience. With a strong enterprise customer base as well as strategic investments from Cisco and ServiceNow, Nobl9 is recognized as a bleeding-edge solution to modernizing Site Reliability Engineering (SRE) strategies, ensuring that reliability is not measured primarily by availability, but rather by users' ability to do what they expect to be able to do within an application. About Dan Ruby Dan is an eighteen year veteran of digital marketing, with the vast majority of his experience coming as the head of marketing for various B2B SaaS organizations in the Boston area. He has been acquired at various points by Google and Snap, and is currently the VP of Marketing for Nobl9, a B2B SaaS platform for user-centric site reliability. He holds a Bachelor of Journalism from the University of Missouri as well as an MBA from Brandeis University. He occasionally teaches an undergraduate course on marketing at Bentley University. Throughout his career, Dan has become increasingly stubborn about the fact that marketing must focus on creating value for potential leads, and is quite fond of telling anyone who will listen that "nobody gives a **** about your product, give them valuable information, not product pitches." Time Stamps 00:00:42 - Dan Ruby's Career Journey 00:02:09 - Overview of Noble9 00:05:48 - Challenges in Marketing a Reliability Product 00:07:03 - Using Stories to Make Marketing Exciting 00:12:43 - Balancing Brand Building and Lead Generation 00:17:07 - Innovative Campaign Example: DORA 00:22:24 - The Importance of Partnerships in Marketing 00:22:41 - Best Marketing Advice Received 00:23:41 - Advice for New Marketing Professionals 00:25:44 - How to Contact Dan Ruby 00:26:18 - Closing Remarks Quotes "Marketing is such an interesting field. It takes pretty much any skill set and makes it useful.” Dan Ruby, VP of Marketing at Nobl9 "Nothing is boring if you can make it into a story that resonates." Dan Ruby, VP of Marketing at Nobl9 "You can find partners who believe in your product, believe in your company, believe in your people, who will work with you." Dan Ruby, VP of Marketing at Nobl9 Follow Dan: Dan Ruby on LinkedIn: https://www.linkedin.com/in/danielruby/ Nobl9’s website: https://www.nobl9.com/ Nobl9 on LinkedIn: https://www.linkedin.com/company/nobl9inc/ 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…
 
Ever wondered what a Fractional CMO does? Andy Culligan dives into the fascinating world of Fractional CMOs. He walks us through his career journey and explains how his role has become a game-changer in today’s fast-paced marketing landscape. Andy discusses the benefits of hiring a Fractional CMO compared to a full-time employee and shares valuable insights for businesses aiming to adapt quickly. He also offers his perspectives on the SaaS market, highlighting the importance of speed in marketing and the evolving dynamics shaped by AI and shifting buyer behaviors. About Andy Culligan Andy Culligan is a marketing leader specializing in revenue growth and scaling SaaS businesses. With close to a decade of experience in both marketing and sales, Andy excels as a Fractional CMO, CRO, and Marketing Advisor. He is known for his straightforward approach to Account-Based Marketing (ABM), aligning marketing and sales teams to drive commercial success. Andy has held key marketing leadership positions at multiple SaaS companies including, Emarsys (acquired by SAP), Exponea (acquired by Bloomreach) & Leadfeeder (now Echobot). He focuses on personalized marketing strategies that create meaningful touchpoints, ultimately boosting revenue for his clients Time Stamps 00:00:18 - Meet Andy Culligan: Career Journey 00:00:39 - From SDR to Fractional CMO 00:02:58 - Growth and Challenges in SaaS Marketing 00:06:43 - Benefits of Hiring a Fractional CMO 00:12:40 - The Importance of a Marketing Plan 00:14:07 - Evergreen Marketing Tactics 00:19:33 - The Role of Speed in Marketing 00:20:45 - Future of Marketing and AI Impact 00:23:51 - Quickfire Questions: Marketing Advice 00:29:31 - Advice for Aspiring Marketers 00:32:05 - Closing Remarks and Contact Information Quotes "Speed is something that's important to a lot of companies." Andy Culligan, Fractional CMO "If it's not working for you, then it's not working for me." Andy Culligan, Fractional CMO "If you know your niche, nail it." Andy Culligan, Fractional CMO "A lot of companies don't have a plan." Andy Culligan, Fractional CMO "Creativity always wins." Andy Culligan, Fractional CMO Follow Andy: Andy Culligan on LinkedIn: https://www.linkedin.com/in/andy-culligan/ Andy’s website: https://andyculligan.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…
 
Vince Nero, Director of Content Marketing at BuzzStream discusses the changing landscape of digital PR and SEO. Learn how BuzzStream helps marketers build strong relationships with journalists and navigate the evolving landscape of digital outreach. Vince discusses the importance of personalization in email marketing, the impact of recent Google updates on SEO strategies, and the shift towards quality-driven digital PR. About BuzzStream BuzzStream is an email outreach tool for PRs and link builders designed to help build and manage relationships with personalized outreach at scale. About Vince Nero Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his two kids, enjoying some video games, or watching Phillies baseball. Time Stamps 00:00:18 - Guest Introduction: Vince Nero from BuzzStream 00:03:09 - Understanding BuzzStream's Value for Marketers 00:10:09 - Impact of Google Updates on Marketing Strategies 00:14:23 - Marketing to Two Distinct Audiences: SEO vs. PR 00:19:11 - The Future of Content Marketing and Technology 00:24:00 - Creating New Information: Strategies for Success 00:27:04 - Quality Over Quantity: A Key Marketing Principle 00:27:23 - Best Marketing Advice: Permission Marketing 00:28:20 - Advice for Aspiring Marketers: Seek Internships 00:29:58 - How to Connect with Vince and BuzzStream Quotes "There's kind of this thought process in the digital PR space and link building space that is kind of at odds with one another.” Vince Nero, Director of Content Marketing at BuzzStream. “The recipe for success going forward is pushing as much of your own new information into these large language models.” Vince Nero, Director of Content Marketing at BuzzStream. “I think we're just finding more and more that people are needing this personalized approach.” Vince Nero, Director of Content Marketing at BuzzStream. Follow Vince: Vince Nero on LinkedIn: https://www.linkedin.com/in/vinnero/ BuzzStream website: https://www.buzzstream.com/ BuzzStream on LinkedIn: https://www.linkedin.com/company/buzzstream/ 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…
 
Maxwell Nee, Chief Revenue Officer at ScoreApp , joins Mike to discuss quiz marketing and how businesses can engage potential customers through interactive quizzes that not only entertain but also provide valuable insights into their needs. Maxwell shares his thoughts on the evolving marketing landscape and emphasizes the importance of personal connections, as audiences increasingly seek authenticity and transparency from the brands they engage with. About ScoreApp ScoreApp is a lead generation and customer engagement platform that helps businesses create interactive scorecards to capture valuable data, qualify leads, and personalize user experiences. By using tailored assessments, businesses can gather insights about their audience, streamline onboarding processes, and enhance marketing strategies. This data-driven approach empowers businesses to convert leads into loyal customers effectively. ScoreApp is widely used across various industries, including coaching, finance, and fitness, to boost engagement and drive results About Maxwell Nee Maxwell Nee is the Chief Revenue Officer of Scoreapp, a Quiz Marketing Platform with 6,800 paying clients. He's also a multi-award winning entrepreneur, bodybuilder & dancer. He’s been featured in TV, Radio, Forbes, Singapore’s The Business Times & The Australian Business Review. Time Stamps 00:00:42 - Maxwell Nee's Career Journey 00:01:43 - What is ScoreApp? 00:02:23 - Quiz Marketing Explained 00:06:17 - Setting Up a Campaign with ScoreApp 00:09:41 - Balancing Brand and Lead Generation 00:12:04 - Future of Marketing Tools 00:12:57 - The Importance of Personal Connections 00:17:06 - Actionable Advice for Quiz Marketing 00:18:42 - Key Marketing Advice 00:20:46 - Advice for Young Marketers 00:21:55 - Contact Information and Book Reminder Quotes "I totally burnt out, realized I hated it, couldn't be an employee anymore, and jumped into the self-employed world." Maxwell Nee, Chief Revenue Officer at ScoreApp "It uses quiz marketing. So uses the engagement of filling out like a quiz or like a personal assessment." Maxwell Nee, Chief Revenue Officer at ScoreApp "Our internal mantra is that we're here to force our customers to be successful." Maxwell Nee, Chief Revenue Officer at ScoreApp Follow Maxwell: Maxwell Nee on LinkedIn: https://www.linkedin.com/in/maxwellnee/ ScoreApp website: https://www.scoreapp.com/ ScoreApp on LinkedIn: https://www.linkedin.com/company/scoreapp/ 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…
 
Kris Rudeegraap , Co-CEO and Co-Founder of Sendoso , shares how his experience in software sales led him to create a platform simplifying personalized gifting and direct mail. With global fulfillment centers and a robust marketplace, Sendoso helps marketers connect with prospects more effectively by leveraging personalization. Kris highlights Sendoso’s competitive advantages, including enterprise-grade features, data capabilities, and successful campaigns for many brands. He underscores the importance of multi-channel marketing, creative strategies, networking, and long-term brand growth, showcasing how gifting can transform B2B outreach. About Sendoso Sendoso is a direct marketing automation platform that helps businesses enhance their engagement strategies through personalized gifting. By combining digital and physical sending options, Sendoso enables companies to create meaningful connections with customers, prospects, and employees. With intelligent analytics and tailored campaign solutions, Sendoso supports revenue growth, customer retention, and team recognition initiatives, making it a valuable tool for relationship-driven marketing. About Kris Rudeepraap Kris Rudeegraap , a key figure at Sendoso with more than a decade of go-to-market experience, has crafted solutions that resonate with 33,000 B2B tech enthusiasts globally. His insights into the future of marketing are both innovative and client-focused. Time Stamps 00:00:36 - Kris's Career Journey and the making of Sendoso. 00:01:40 - Understanding Sendoso: Corporate Gifting and Direct Mail 00:03:25 - How Sendoso Simplifies Gifting for Marketers 00:04:44 - Positioning Sendoso Against Competitors 00:07:34 - Value Perception: Gifts vs. Bribery 00:09:38 - Customer Segmentation: Enterprise vs. Smaller Businesses 00:10:21 - Successful Campaigns: Creative Gifting Examples 00:12:49 - International Gifting: Overcoming Geographic Challenges 00:14:27 - The Role of Marketers in Gifting Strategies 00:15:57 - Future of Marketing: Trends and Technology 00:19:19 - Final Thoughts: Networking and Career Advice 00:20:55 - Conclusion and Contact Information Quotes "Your network is your net worth. So, don't be scared to go meet with another person.” Kris Rudeepraap, Co-CEO and Co-Founder Follow Kris: Kris Rudeegraap on LinkedIn: https://www.linkedin.com/in/rudeegraap/ Sendoso website: https://www.sendoso.com/ Sendoso on LinkedIn: https://www.linkedin.com/company/sendoso/ 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…
 
Mike is joined by Sophie Neate , Global Head of Digital Marketing and Content at ABB Electrification . Sophie dives into her career journey and offers a glimpse into the strategies that set ABB apart. She discusses how ABB leverages its strengths across industries to deliver value to a broad audience and how it strategically communicates to different customer segments. A key focus of the conversation is the buyer’s journey, an important framework Sophie uses to guide potential customers from awareness to decision-making. She discusses her approach to integrating the buyer’s journey into campaign planning, striking a balance between long-term brand building and the immediate priorities of lead generation and sales support. About ABB Building on over 140 years of excellence, our more than 105,000 employees worldwide are committed to delivering on our purpose with innovations that create success for ABB and all our stakeholders. Our solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. In collaboration with our customers, partners and suppliers, we address the world’s energy challenges, transform industries and embed sustainability in everything we do. About Sophie Neate Sophie is a senior marketing leader with over 16 years of experience across the entire marketing cycle. Her background includes working for blue-chip companies on an international scale, where she has held global management roles, currently holding the position of Global Head of Digital Marketing and Content for ABB’s Electrification Service division. She has been responsible for establishing marketing teams and key functions, driving initiatives that have consistently delivered successful outcomes. With extensive knowledge, capability, and a strategic mindset in marketing, Sophie delivers strong commercial results. Sophie holds a Bachelor of Business Studies (BBS) with a major in Marketing. Time Stamps [00:43:2] – Sophie provides an overview of her career background. [03:14.6] – Sophie shares insights into what makes ABB unique. [05:58:7] – Sophie discusses the importance of the buyer’s journey in creating effective marketing campaigns. [14:26:9] – Sophie explains the marketing tactics that work best in different scenarios. [18:20:0] – Sophie talks about balancing the immediate demands of lead generation with the long-term goal of building a strong brand reputation. [21:18:7] – Sophie discusses AI and how she sees her role evolving alongside advancements in AI. [22:17:2] – Sophie shares the best piece of marketing advice she’s ever received. [23:17:2] – Sophie offers advice for those just starting their marketing careers. Quotes "My passion lies in providing the best customer experience through innovative solutions and working for a company like ABB who pride themselves on this vision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB. "The buyer's journey for me is crucial in marketing because it maps out the path that a potential customer takes from becoming aware of the problem to making a purchasing decision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB. "Segmentation and targeting is key... we're able to build trust and credibility, which enables repeat purchasing and ongoing loyalty." - Sophie Neate, Global Head of Digital Marketing and Content at ABB. Follow Sophie: Sophie Neate on LinkedIn: https://www.linkedin.com/in/sophie-neate-2ba37849/ ABB website: https://global.abb/group/en ABB on LinkedIn: https://www.linkedin.com/company/abb/posts/?feedView=all 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…
 
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. Follow Andy: Andy Lambert on LinkedIn: https://www.linkedin.com/in/andyrlambert/ Adobe website: https://www.adobe.com/ Adobe on LinkedIn: https://www.linkedin.com/company/adobe/ 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…
 
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 “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. Follow Ethan: Ethan Hays on LinkedIn: https://www.linkedin.com/in/ethanhays/ Moz website: https://moz.com/ Moz on LinkedIn: https://www.linkedin.com/company/moz/ 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…
 
Jiquan Ngiam , Co-Founder and CEO of Lutra AI , discusses his career journey Stanford University to eventually founding Lutra. He shares how Lutra helps streamline workflows by assisting with data prospecting, lead enrichment, and automating repetitive tasks. Jiquan also explores the balance between AI and human creativity in marketing, highlights his vision for making Lutra user-friendly for non-technical users, and encourages listeners to explore its potential for automating their workflows. About Lutra AI Lutra aims to revolutionise automation and allow users to easily create AI-driven workflows. The platform simplifies complex processes, helping automate tasks and optimise work effortlessly. Whether you're managing data, streamlining operations, or integrating apps, Lutra makes automation accessible to everyone. Since its launch, Lutra has been empowering businesses to boost productivity and focus on what matters, eliminating the barriers of traditional workflow tools and delivering a seamless automation experience. About Jiquan Ngiam Jiquan Niam is the CEO and Co-Founder of Lutra, an innovative automation platform. Before founding Lutra, Jiquan was a key contributor at Google Brain and studied at Stanford University where he achieved a PHD in Computer Science. Jiquan Niam is a driving force behind AI-driven automation and is passionate about making advanced technology accessible to all. Time Stamps [00:00:18] - Jiquan provides some background to his career and why he founded Lutra. 00:02:44] - Overview of Lutra’s Purpose and Functionality [00:09:36] - Enhancing Marketing Efforts with Timely Data [00:15:16] - User-Friendly Interface and Accessibility [00:20:23] - Marketing Strategy: Product-Led Growth Approach [00:23:27] - The Future of Marketing Roles with AI [00:26:19] - Advice for Young Marketers: Embrace Technology [00:28:30]- How to Get Started with Lutra Quotes “I felt like education was this new superpower that I could give people.” Jiquan Ngiam, co-founder and CEO of Lutra "AI will not replace you, but a person who's using AI really well is going to do a lot more than you." Jiquan Ngiam, co-founder and CEO of Lutra "Help the team understand, investing into understanding this technology and using it... It's going to be potentially very game-changing." Jiquan Ngiam, co-founder and CEO of Lutra Follow Jiquan: Jiquan Ngiam on LinkedIn: https://www.linkedin.com/in/jngiam/ Lutra AI website: https://lutra.ai/ Lutra AI on LinkedIn: https://www.linkedin.com/company/lutra-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…
 
Mike is joined by Alexander Levitt, Head of Marketing at Forward AM, previously part of BASF's 3D printing division. With 15 years of experience in marketing, Alex shares insights into his career journey, the evolution of 3D printing, and the challenges and opportunities that come with marketing in a niche industry. He discusses whether 3D printing is overhyped, core marketing and applications for Forward AM, and strategies for marketing across different industries. About BASF Forward AM Forward AM provides 3D printing solutions across the entire Additive Manufacturing value chain from consultancy, development and innovative design, through digital simulation and prototype printing, to finishing and exhaustive component testing. Forward AM traces its origins to BASF 3D Printing Solutions GmbH, which was founded by BASF New Business GmbH in 2017. In 2024, BASF 3D Printing Solutions GmbH was transformed into Forward AM Technologies. Time Stamps 00:00:34 - Alex's Career Journey 00:00:45 - The Evolution of 3D Printing 00:04:51 - Core Markets for Forward AM 00:08:45 - Balancing Brand Building and Lead Generation 00:10:33 - Challenges of Transitioning from BASF 00:15:24 - Tactical Approaches to Lead Generation 00:22:31 - Future Trends in B2B Marketing 00:24:42 - Final Thoughts and Advice for Marketers 00:27:41 - How to Connect with Alex Levitt Follow Alexander: Alexander Levit on LinkedIn: https://www.linkedin.com/in/alexander-levit/ Swell AI website: https://forward-am.com/ Swell AI on LinkedIn: https://www.linkedin.com/company/basf-forwardam/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Forward AM website: https://www.napierb2b.com/ Forward AM 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…
 
Cody Schneider , co-founder and CEO of Swell AI , shares his journey to founding a company that uses AI for content generation. He discusses the evolution of Swell AI, which transforms audio and video content into other formats such as blog posts and emphasises the importance of using human-generated content when prompting AI to create unique and high-quality outputs. Cody highlights the importance of building a sustainable marketing strategy, the impact of AI on content creation, and the necessity of reaching audiences through multiple channels. He also offers insights into effective marketing tactics, including the use of podcasts and social media, while encouraging aspiring marketers to embrace technical skills and practical experience in their careers. About Swell AI Swell AI is an AI-powered platform designed to streamline content creation for podcasts, helping creators automate the process of generating show notes, transcriptions, and summaries. By leveraging advanced natural language processing and machine learning algorithms, Swell AI transforms audio into structured, written content, making it easier for podcasters to engage their audience, enhance SEO, and save time. The platform is particularly useful for podcasters who want to focus on content creation while automating the more tedious aspects of post-production. Swell AI is ideal for independent podcasters, production teams, and agencies looking to scale their podcasting efforts efficiently. About Cody Schneider Cody Schneider is an innovative inventor who uses AI to refine digital processes. As the CEO of Draft Horse AI and Swell AI, he’s known for creating tools that streamline content workflows and deliver faster results. With experience in rapidly scaling startups, Cody helps turn organisational challenges into efficient, automated solutions. Time Stamps [00:00:41] - Cody's Career Journey [00:02:38] - The Origin of Swell AI [00:06:45] - The Value of Human-Generated Content [00:10:57] - Accessibility of Swell AI for Users [00:14:28] - Future of AI in Marketing Tasks [00:20:09] - Cody's Marketing Strategies for Swell AI [00:25:55] - Best Marketing Advice Received [00:26:13] - Advice for Aspiring Marketers [00:29:01] - Conclusion and Contact Information Quotes “We realized that podcasts, especially in the B2B world, were this incredible tool to create media on a regular cadence… Podcasts are one of the most effective sales tools that exist currently.” Cody Schneider, Co-Founder and CEO of Swell AI. Follow Cody: Cody Schneider on LinkedIn: https://www.linkedin.com/in/codyxschneider/ Swell AI website: https://www.swellai.com/ Swell AI on LinkedIn: https://www.linkedin.com/company/swell-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…
 
Suzi McNicholas , Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls , discusses her career in B2B technology marketing. She talks about how marketing in the industrial sector has changed, the challenges of getting stakeholders to understand what marketing really is, and what B2B companies can learn from consumer marketing. About Johnson Controls Johnson Controls transforms the environments where people live, work, learn and play. As a global leader in smart, healthy and sustainable buildings, Johnson Controls’ mission is to reimagine the performance of buildings to serve people, places and the planet. Building on a history of nearly 140 years of innovation, Johnson Controls deliver the blueprint of the future for industries such as healthcare, schools, data centers, airports, stadiums, manufacturing and beyond through OpenBlue, a comprehensive digital offering. About Suzi McNicholas Suzi McNicholas is Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. She leads the marketing team to support new product introductions and integrated marketing campaigns. She has a 25+ year career in progressive B2B marketing roles including digital marketing campaigns, lead generation, branding, public relations, new product introductions, content creation, events, communications, and budget management. Prior to joining Johnson Controls, McNicholas built an integrated marketing team at Honeywell in the Industrial Safety Products division. McNicholas holds a Bachelor of Arts in English from Presbyterian College in Clinton, SC and a Post-Graduate degree in English and American Literature from the University of Hull in England. She currently resides in Charlotte, NC. Time Stamps [00:47.5] – Suzi discusses her 25+ year career in marketing. [05:32.7] – What are the differences to marketing to a channel partner versus an end user? [08:55.3] – How do you manage short term and long term goals? Suzi discusses. [13:28.2] – Suzi discusses how audiences reliance on sales is shifting. [15:31:9] – Suzi talks about what she sees being the biggest changes in marketing over the next five years. [18:50.8] – Suzi shares some advice to those looking to get into marketing. [19:58.8] – Suzi’s contact details. Quotes “Don’t get emotionally attached to the outcome because your budget’s going to get cut… maybe your campaign isn’t going the way you’d want it to… that’s ok, you’re going to learn from what’s happening… you’re going to spend a whole lot of time frustrated and upset if you’re emotionally attached to these outcomes.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. “People aren’t going to buy until they’re ready, and that 70% of the time that they’re spending before reaching out is research.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. Follow Suzi: Suzi McNicholas on LinkedIn: https://www.linkedin.com/in/suzimcnicholas/ Johnson Controls website: https://www.johnsoncontrols.com/ Johnson Controls on LinkedIn: https://www.linkedin.com/company/johnson-controls/ 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…
 
John Harrison , UK Managing Director and Global VP of Marketing at Schaffner , a global company specialising in providing solutions for EMC and power quality, joins the latest episode of the Marketing B2B Technology podcast. In the episode, John discusses the challenges and benefits of balancing two job roles and emphasises the importance of aligning sales and marketing to strengthen the brand and drive sales. He believes in leading with a forward thinking approach, understanding customer needs, and staying ahead of industry trends, particularly in the niche area of EMC. About Schaffner Schaffner plays a vital role in building a sustainable future in the new era of electrification. Headquartered in Switzerland and with subsidiaries around the world, Schaffner is a global leader in electromagnetic solutions that ensure the efficient and reliable operation of electronic systems. The Schaffner Group are experts in EMC filter solutions, harmonic filters, electromagnetic components and electromagnetic solutions. Our passionate and knowledgeable employees empower our customers to develop reliable electronic devices and systems that meet compliance standards and deliver increased energy efficiency. This is how we deliver… MORE POWER TO YOU. About John Harrison John Harrison joined Schaffner in April 2022. He is the UK MD and Global VP Marketing. He has spent 25 years in the electronics industry primarily within the connector space for Molex. John has extensive international experience having lived and worked across Europe and the US, covering a range of markets from Industrial to transportation. His most recent experience prior to Schaffner was within the IOT space for Ramtech heading up their Global Marketing and Sales activities. John is passionate about EV and increasing speed of adoption across the globe. Time Stamps [00:43:0] – John provides some background to his career. [03:30.8] – John discusses how he manages the demands of both the UK Managing Director role and Global VP of Marketing role. [05:04:7] – John shares his views on whether he thinks marketing and sales should be closer together or not. [06:05:2] – John talks about what he’s looking for from marketing to make the role of MD more successful. [13:38:9] – John shares his approach of trying to get salespeople, marketing people and engineers working more closely. [19:31:0] – John talks about how he sees his role changing with technology over the next five years. [20:49:1] – John shares some advice to those looking to get into marketing. Quotes “Marketing and sales need to be closer together. The ultimate aim for both is to drive more customers and value for the brand. We need to focus on the customer’s needs, whether it’s through direct interaction or brand messaging.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner. “From a sales perspective, it’s not just about leads. It’s about ensuring the brand is seen as a partner and thought leader, especially in specialised areas like EMC.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner. “It’s crucial to put yourself in the customer’s shoes. If a piece of marketing material doesn’t resonate with the customer, it’s not effective. Marketing should be about creating content that truly addresses the customer’s needs.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner Follow John: John Harrison on LinkedIn: https://www.linkedin.com/in/john-harrison-3552ba14/ Schaffner website: https://www.schaffner.com/ Schaffner on LinkedIn: https://www.linkedin.com/company/schaffner-gruppe/ 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…
 
Thomas Lewis , an experienced semiconductor marketing leader, explores the challenges of building integrated marketing campaigns in technical industries and shares his advice on building strong working relationships with engineers. Thomas also explores the industry's current focus on sustainability and the potential pitfalls of greenwashing, what B2B and B2C marketers can learn from each other, and offers his insights on the changing role of CMOs. About Thomas Lewis Thomas Lewis is a seasoned marketing leader with over 28 years working in the semiconductor industry. He has a unique background which has afforded him first-hand experience in sales, business unit leadership, and marketing. Thomas believes in the power of data-directed marketing with a proven track record to support his “ALL IN” approach to creating, developing, and sustaining highly successful campaigns and teams. His background includes impactful roles at Texas Instruments and Analog Devices and career opportunities such as launching a global pricing process, living abroad as an expatriate, leading engineering teams and directing multi-channel marketing campaigns. Time Stamps [00:45:2] – Thomas discusses his career in the semiconductor industry and why he chose that specialism. [02:50:3] – How can not being an engineer actually be a benefit in technical roles? [04:41:0] – Advice for building better integrated campaigns. [09:22:8] – How can data break down silos between different teams? [15:02:3] – Does B2B marketing lag behind B2C? How can we fix this? [18:56:9] – The dangers of greenwashing. [22:43.3] – The changing role of the CMO [27:13.6] – Thomas shares some marketing advice. [31:35.6] - Andrus's contact details. Quotes “Keep an open mind, ask more questions than you make statements. That's great advice for dealing with engineers.” Mike Maynard, Managing Director at Napier “Data can really be used to drive our marketing decisions. It's not just gut feel of what could work. You can do something, you can measure it and you can adapt to the situation.” Thomas Lewis, Semiconductor Marketing Leader “So, I do believe that adjectives have become the enemy of a really good marketer in the B2B space. To get precise in what you’re talking about has become incredibly important.” Thomas Lewis, Semiconductor Marketing Leader Follow Thomas: Thomas Lewis on LinkedIn: https://www.linkedin.com/in/thomas-lewis-nhpoe/ 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…
 
Masha Petrova , CEO of Nullspace , a simulation software company joins the latest episode of the Marketing B2B Technology podcast to share her journey from aspiring astronaut to engineering expert and marketing leader. She delves into the importance of effective marketing when targeting technical audiences and discusses the challenges of mergers and acquisitions in the engineering software industry. The conversation also explores current engineering tools, the role of AI in accelerating technological advancements, and the need for efficient simulation software. About Nullspace Nullspace is a deep tech software company that develops products and solutions for RF and quantum computing applications across defense, aerospace, and automotive industries. About Masha Petrova Dr. Petrova is an experienced executive with a passion for leading multi-disciplinary global teams toward successful results by focusing on operations and creating a unified vision. After receiving her PhD in aerospace engineering, Dr. Petrova spent 15+ years in the engineering simulation and design software industry, including holding global marketing executive roles at Ansys, Altium, LLC, and MSC Software (during acquisition by Hexagon MI) as well as 3 simulation software start-ups all acquired by Ansys, Inc. in the last 10 years. Time Stamps [00:46:2] – Masha provides some background to her career and what led her to become CEO of Nullspace. [01:50.2] - Masha discusses EDA and simulation tools. [03:22:0] – Masha explains the impact of acquisitions on marketers and CMOs. [09:42:2] – Masha talks about how to balance the demands of wanting to get leads and drive sales quickly with the longer term goal of building a strong brand. [18:34:9] – Masha discusses how she deals with the issue of sustainability. [24:52:3] – Masha gives her best advice to those entering a career in marketing. [26:24:1] – Masha’s contact details. Quotes “Because of AI, there is a lot of acceleration in technology itself that's happening… but the tools that the engineers use are still kind of stuck in the past. These are still conservative tools that's been tested and validated for over 40, 30 years. So, it's like using a hammer to build a car.” Masha Petrova, CEO of Nullspace. "Measuring brand effectiveness is really hard. It's not like lead generation, where you can track from inception to a sales deal. With brand, it's much subtler, so we tracked our spend versus views, comments, and social media engagement to demonstrate interest in our content." Masha Petrova, CEO of Nullspace. Follow Masha: Masha Petrova on LinkedIn: https://www.linkedin.com/in/mashavpetrova/ Nullspace website: https://www.nullspaceinc.com/ Nullspace on LinkedIn: https://www.linkedin.com/company/nullspace-inc/ 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…
 
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