Marketing B2B Technology

In the latest episode of our Marketing Professionals series, Jackie Rutter, Vice President of Corporate Marketing at Menlo Microsystems, joins Mike to explore what it really takes to build and market a category-defining innovation. From starting her career as an engineer to leading marketing at a fast-scaling deep tech company, Jackie shares why technical credibility, clarity, and customer-focused storytelling are essential, especially when your audience is made up of engineers and your product challenges decades of established thinking. You’ll hear how Menlo Micro is redefining switch technology with its “Ideal Switch” platform, and why success in this space isn’t about hype but education, proof, and trust. The conversation also dives into the differences between large corporations and startup environments, highlighting the importance of focus and fast decision-making in driving rapid growth. Jackie shares insights on marketing to engineers, balancing brand building with commercial results, and how the role of sales is evolving in modern B2B. About Menlo Microsystems Menlo Micro sets a new standard for switches with the Ideal Switch, a chip-scale platform that overcomes performance, efficiency, and scalability bottlenecks of electromechanical relays (EMRs) and semiconductor-based switches. It’s the first disruptive switching technology in over 30 years and the only platform scalable across both power and frequency domains. The Ideal Switch enables smaller, lighter, faster, more reliable, and energy-efficient systems. From AI and quantum compute to aerospace, defense and power electronics, the Ideal Switch eliminates bottlenecks and reduces the total cost of ownership across today’s most demanding applications. Menlo Micro unlocks new possibilities. For more information, visit www.menlomicro.com or follow the company on LinkedIn. About Jackie Rutter Jackie Rutter is a seasoned marketing and business leader with over 25 years of experience driving growth across global technology markets. As Vice President of Corporate Marketing at Menlo Micro, she leads the company’s worldwide marketing and communications strategy, delivering measurable impact including doubling revenue in the past year and expanding Menlo Micro’s presence in critical applications including GPU/CPU & HPC T&M, Quantum Compute, AI Data Centers and Industrial Automation. Previously at Analog Devices, Jackie was instrumental in scaling the business from $3.5 billion to over $12 billion in revenue, leading high-profile acquisitions, global marketing programs, and demand-generation initiatives that strengthened ADI’s position in energy, mobility, and industrial markets. Jackie has a proven track record of building high-performing teams, developing scalable marketing strategies, and driving market share growth. She is an active advocate for women in engineering and technology, contributing to IEEE and the GSA Women Leadership Initiative, and regularly shares her leadership insights at industry events. Time Stamps 00:00:00 - Introduction to Jackie Rutter and Her Career Journey 00:04:00 - Understanding Menlo Microsystems and Its Technology 00:06:50 - Marketing Challenges in Redefining a New Category 00:09:10 - Building Credibility in Marketing to Engineers 00:10:40 - Learning from Early Marketing Missteps 00:12:10 - Balancing Brand Building with Lead Generation 00:15:40 - Creating Effective Thought Leadership Content 00:18:30 - The Role of Sales in Modern B2B Marketing 00:24:30 - Closing Remarks and Contact Information Quotes "Even the most powerful innovations, the most powerful technologies fail if people don't understand why it matters. What's the impact to the end application? What's the impact to the end user?" Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. “You need clarity, you need focus, you need passion, you need very, very fast decision-making. So that environment is what's enabled us to double revenue in under a year, which is something that's pretty impressive." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "What MEMS switches is a totally disruptive platform. So it eliminates trade-offs in engineering, mainly on size, on weight, on power consumption and the amount of power density that it drives." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Category creation means education first, right? You can't start selling something that people don't even know they've got a problem with. So it's about education." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Engineers want clarity, they want data, they want transparency, honesty.” Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. Follow Jackie: Jackie Rutter on LinkedIn: https://www.linkedin.com/in/jackie-rutter/ Menlo Micro website: www.menlomicro.com Menlo Micro on LinkedIn: https://www.linkedin.com/company/menlo-micro Follow Mike: Mike Maynard on LinkedIn: https://www.linkedi

Katherine Mayer, Product Manager at Kapwing, a cloud-based video editing platform, joins the podcast to discuss how video editing is evolving with AI and how marketers can create high-quality content more efficiently than ever before. The discussion covers the unique advantages of browser-based editing, the integration of AI tools, and how Kapwing serves a diverse range of users, from individual creators to marketers. Katherine emphasizes the importance of combining human creativity with AI, highlighting how Kapwing facilitates collaboration and simplifies the editing process. She also addresses common mistakes marketers make when creating video content and the specific challenges faced by B2B marketers. About Kapwing Kapwing is an AI-powered creation platform built for creators, marketers, and enterprise teams. By blending a fast-moving product culture with cutting-edge technology, Kapwing stays ahead of content trends and makes video creation accessible to everyone. About Katherine Mayer Katherine Mayer is a Brooklyn-based Product Manager with 3 years of experience building AI-powered products at Kapwing. She specializes in 0-to-1 product development, AI/ML strategy, and monetization. She has launched tools like an AI dubbing product with 30k monthly active users and a text-to-speech tool scaling to 128k MAU. Time Stamps 00:00:18 - Guest Introduction: Katherine Mayer from Kapwing 00:01:44 - Overview of Kapwing and Its Customer Solutions 00:02:46 - The Role of AI in Video Editing at Kapwing 00:08:35 - How Kapwing Supports Marketers 00:09:50 - Repurposing Content for Marketing Efficiency 00:12:10 - Examples of Impactful Marketing Videos 00:14:28 - Common Mistakes in Video Production 00:17:01 - B2B Marketing Video Considerations 00:18:25 - Future of AI in Video Marketing 00:21:09 - Best Marketing Advice for Professionals 00:23:12 - Advice for New Marketing Professionals 00:24:46 - How to Get Started with Kapwing Quotes "AI can be used on top of that to sort of enhance the process to automate some of these more monotonous tasks that take a long time and are expensive." Katherine Meyer, Product Manager at Kapwing. "I really think it's valuable to be able to learn more about what you want in your career by connecting with your coworkers and other professionals in the space." Katherine Meyer, Product Manager at Kapwing. "I think that it is, in some ways, there's maybe more trust built when you hear someone and can see someone speaking the words that they're sharing." Katherine Meyer, Product Manager at Kapwing. Follow Katherine: Katherine Meyer on LinkedIn: https://www.linkedin.com/in/katmeyer Kapwing website: https://www.kapwing.com/ Kapwing on LinkedIn: https://www.linkedin.com/company/kapwing 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

Anna Tsymbalist, Head of Account-Based Marketing (ABM) at Influ2, explores the rapid rise of ABM and its impact on modern B2B marketing. She unpacks the evolution of Influ2’s platform, highlighting how it enables marketers to target specific decision-makers, build dynamic audiences, and track contact-level intent and engagement with precision. Anna explains why this shift—from account-level to person-level marketing—has been critical for delivering more relevant, measurable campaigns. Throughout the conversation, Anna emphasizes that successful ABM hinges on tight alignment between marketing and sales, long-term strategy, and a deep understanding of buyer behavior. She also discusses common pitfalls, such as over-reliance on intent data and lack of cross-team coordination. About Influ2 Influ2 is a B2B marketing platform built to bring precision and transparency to account-based marketing. Instead of targeting entire accounts, Influ2 enables marketers to reach specific decision-makers within buying committees, delivering highly personalized ads and tracking engagement at the individual level. By connecting marketing activities directly to sales outcomes, Influ2 helps teams align more effectively, optimize campaigns with real data, and drive measurable revenue impact. With Influ2, you can act on contact-level intent, reach specific buyers with ads, and make the revenue impact clear. 180+ enterprises and mid-market companies worldwide, including industry leaders such as Capgemini, AppsFlyer, and Hexaware, love the Influ2 technology. About Anna Tsymbalist Anna's expertise has fueled 123% growth in ABM-generated revenue at Influ2, and contributed to a $52.5M Series B fundraising round at Shelf, alongside a year of 4x ARR growth. Anna is passionate about data-driven ABM campaigns that convert top-tier accounts. Time Stamps 00:00:17 - Guest Introduction: Anna Tsymbalist 00:04:12 - Influ2 Overview and Its Role in ABM 00:04:30 - Challenges in ABM and the Need for Precision 00:08:07 - Contact-Level Targeting vs. Account-Level Targeting 00:12:39 - Key Elements for Successful ABM Campaigns 00:15:03 - The Importance of Data and Timing in ABM 00:17:57 - Common Mistakes in ABM Campaigns 00:26:18 - Best Marketing Advice Received 00:27:13 - Advice for New Marketing Graduates Quotes "ABM is like this interesting mixture of strategic campaigns, demand gen and content, basically.” Anna Tsymbalist, Head of Account Based Marketing at Influ2. "Human behavior is at the core of any purchase. And that's what I always keep in mind that people are people and they're going to be behaving the way people behave." Anna Tsymbalist, Head of Account Based Marketing at Influ2. “ABM is not just a marketing initiative. So ABM can't be something that a couple of marketers are doing in their free time because it's just not going to work that way.” Anna Tsymbalist, Head of Account Based Marketing at Influ2 Follow Anna: Anna Tsymbalist on LinkedIn: https://www.linkedin.com/in/anna-tsymbalist Influ2 website: https://www.influ2.com/ Influ2 on LinkedIn: https://www.linkedin.com/company/influ2/ 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 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 favorite 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

Anton Koenig, Co-Founder and CEO of VideoGen, an innovative video editing platform that utilizes AI technology and highlights how AI now supports semi-professionals and professionals in producing high-quality video content. Anton emphasizes the importance of combining AI-generated content with user-driven editing to enhance video quality and engagement. The episode also covers common mistakes marketers make in video production and offers insights into the future of video content creation. About VideoGen Founded by Anton Koenig and David Grossman in their college dorm rooms, VideoGen has grown to over 4 million users across 190+ countries. They are backed by the world’s top early-stage investors including Y Combinator and Rebel Fund. As video becomes the dominant form of communication, their mission is to democratize video creation with AI, helping millions express themselves and share ideas in the process. About Anton Koenig Anton Koenig is the co-founder and CEO of VideoGen. He previously interned at Amazon Web Services and left the UMass Amherst Computer Science program to build VideoGen full-time. He began freelancing in graphic design in middle school, which led to video editing, web design, and ultimately web development. Time Stamps 00:00:41 - Anton's Background and the Origin of VideoGen 00:04:36 - Current Features and Functionality of VideoGen 00:10:15 - VideoGen's Impact on Marketing Strategies 00:11:59 - Common Mistakes Marketers Make with Video 00:13:36 - Balancing Quality and Quantity in Video Production 00:16:22 - VideoGen's Marketing Strategy and Promotion 00:17:56 - Future of Video Creation and AI Integration Quotes "The mistakes that we see is not copywriting themselves, just totally trusting the AI to write for them." Anton Koenig, CEO at VideoGen. "The main driving force for more demand for video is that the cost to stream video is going down and that more people's devices are supporting video." Anton Koenig, CEO at VideoGen. "Creating videos is like a super important skill now and not a lot of marketers know how to do it." Anton Koenig, CEO at VideoGen. Follow Anton: Anton Koenig on LinkedIn: https://www.linkedin.com/in/antonckoenig/ VideoGen website: https://videogen.io VideoGen on LinkedIn: https://www.linkedin.com/company/videogen/ 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

Katie Jones, EVP of Marketing Operations at PathFactory explains how PathFactory personalizes content delivery for buyers, allowing them to navigate their purchasing journey without traditional barriers like content gating. The discussion highlights significant changes in B2B marketing over the past four years, particularly the advancements in AI capabilities. Katie emphasizes the importance of focusing on pipeline generation rather than traditional lead metrics and the necessity of building strong relationships with sales teams and CFOs to measure marketing success effectively. About PathFactory Providing the right content to the right individuals at the right time has become essential to enabling B2B teams to hit revenue targets. PathFactory is a content intelligence and personalization platform that enables B2B marketers to create personalized content experiences for both accounts and individual buyers. With PathFactory, go-to-market teams access the industry's deepest and most detailed content engagement analytics to track buyer and content engagement throughout the entire buyer journey. About Katie Jones Katie Jones is the EVP of Marketing and Operations at PathFactory, responsible for leading the company’s marketing strategy and operational execution with a clear focus on pipeline and revenue impact. With more than eight years at PathFactory, she has built and scaled a strong marketing organization grounded in data, personalization, and buyer-centric experiences. Katie lives outside Toronto with her husband, two daughters, and their dog, Hank. Time Stamps 00:00:17 - Guest Introduction: Katie Jones from PathFactory 00:01:50 - Overview of PathFactory's Services 00:05:43 - Addressing AI Concerns: Hallucinations and Accuracy 00:12:37 - Measuring Performance and Overcoming Delays 00:15:41 - Shifting Towards B2C Marketing Strategies 00:18:50 - Future Trends: The Evolution of Websites 00:21:55 - Key Marketing Advice for Success Quotes ""You need to build a really strong relationship with your CFO. If your CFO doesn't understand the strategy and the way that you're going to market... then you're never going to be successful in your company." Katie Jones, EVP of Marketing Operations at PathFactory. "You need to really understand your product and how that drives the strategy of the company. If you don't understand your product, you can't market it." Katie Jones, EVP of Marketing Operations at PathFactory. "Understanding the product is huge in order to grow. Tools will keep changing, but the strategy in which your business is built on is the thing that will endure." Katie Jones, EVP of Marketing Operations at PathFactory. Follow Katie: Katie Jones on LinkedIn: https://www.linkedin.com/in/katie-jones-0188a12a/ PathFactory website: https://www.pathfactory.com/ PathFactory on LinkedIn: https://www.linkedin.com/company/pathfactory/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Alexandra Szynkarski, Head of EMEA Regional Marketing delves into Amplitude's unique position in the digital analytics space, highlighting how the platform goes beyond traditional metrics to provide deep insights into user behavior. Alexandra explains the importance of understanding customer needs and the role of data-driven decision-making in acquisition, retention, and monetization strategies. She discusses the evolving role of marketing leaders, the significance of regionalization in messaging, and the impact of AI on the future of marketing. Alexandra also offers advice for aspiring marketers, emphasizing the importance of curiosity and a well-rounded understanding of various marketing disciplines. About Amplitude Amplitude is the leading AI digital analytics platform, helping over 4,500 customers—including Atlassian, Burger King, NBCUniversal, Square, and Under Armour—build better products and digital experiences. With powerful AI Agents embedded across the platform, Product, Marketing & Growth teams can analyze, test, and optimize user experiences faster than ever, making Amplitude a best-in-class solution and a top-ranked leader in multiple categories in G2’s Fall 2025 Report. About Alexandra Szynkarski Alexandra Szynkarski is a Marketing Leader based in Paris, currently leading EMEA Regional Marketing at Amplitude, the AI Analytics Platform. She specializes in go-to-market strategies, regional growth, and building high-impact programs that impact business revenue. With experience scaling B2B technology across Europe, she's passionate about helping teams turn data into better customer experiences. Time Stamps 00:00:18 - Guest Introduction: Alexandra Szynkarski 00:02:25 - The Importance of Regionalization in Marketing 00:03:12 - Overview of Amplitude's Product and Differentiation 00:08:11 - Amplitude's Application in B2B Marketing 00:11:22 - The Three Pillars: Acquisition, Retention, and Monetization 00:15:56 - Quality Demand Generation and Market Positioning 00:18:08 - Localization vs. Translation in Marketing 00:21:07 - The Future of Marketing Roles with AI Integration 00:24:48 - Advice for Aspiring Marketers Quotes "At the end of the day, it's really about trying to understand how your prospects and your customers are moving through the digital journey." Alexandra Szynkarski, Head of EMEA Regional Marketing at Amplitude. "Our job is to make sure that the sales teams are speaking to those high intent buyers when it actually matters. It's not about volume; it's very much about quality." Alexandra Szynkarski, Head of EMEA Regional Marketing at Amplitude. Follow Alexandra: Alexandra Szynkarski on LinkedIn: https://www.linkedin.com/in/alexandra-szynkarski-b1472926 Amplitude website: https://amplitude.com/ Amplitude on LinkedIn: https://www.linkedin.com/company/amplitude-analytics/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Andrea Rosi, Head of Operations and Marketing at StatSocial, shares her career journey and offers insights into how StatSocial helps brands understand audience interests, media preferences, and influencer relationships to drive more effective marketing strategies. She highlights the importance of an audience-first approach, especially in B2B marketing, where looking beyond job titles to understand people as individuals leads to more authentic and meaningful connections. Andrea also breaks down StatSocial’s marketing mix, spanning paid search, social media, and event marketing, and discusses the ongoing challenge of balancing long-term brand building with short-term lead generation. About StatSocial StatSocial is a people-based intelligence platform that delivers identity-resolved, AI-ready audience data built from public social behaviour across major platforms. Powered by StatSocial's Identity Graph and Knowledge Graph, the platform enables audience insights, influencer strategy, targeting, and exposure-based measurement. Leading brands and agencies use StatSocial to understand real audiences, improve marketing decisions, and quantify impact across paid, earned, and owned channels. Learn more at StatSocial.com About Andrea Rosi Andrea Rosi is a leading marketing and operations expert with over 10+ years experience working with Fortune 500 companies in the marcom technology space. Her background includes expertise in go-to-market strategies, product and content marketing, product management and sales. Time Stamps 00:00:18 - Guest Introduction: Andrea Rossi 00:01:46 - Overview of StatSocial's Product 00:02:18 - Understanding Audience Insights 00:06:01 - Benefits for B2B Companies 00:10:12 - Risk Aversion in B2B Marketing 00:14:19 - Balancing Data and Creativity 00:14:33 - StatSocial's Marketing Strategy 00:16:08 - Measuring Event Marketing Success 00:18:00 - Budgeting for Branding vs. Lead Gen 00:19:06 - Future of Marketing and AI Quotes "I think one of the biggest challenges in B2B is that engaging, analyzing and engaging audiences has been fairly limited to people's title." Andrea Rosi, Head of Operations and Marketing at StatSocial. "It's been a really critical gap is being able to enable clients to take an audience first approach to their influencer programs. I can't tell you how many times we've spoken to clients that previously would choose influencers based on reach and engagement metrics." Andrea Rosi, Head of Operations and Marketing at StatSocial. "It's hard to find a balance sometimes... you don't necessarily know what movement is going to go viral. So you use data to the best of your ability." Andrea Rosi, Head of Operations and Marketing at StatSocial. Follow Andrea Rosi: Andrea Rosi on LinkedIn: https://www.linkedin.com/in/andrea-rosi-343b8158/ StatSocial website: https://www.statsocial.com/ StatSocial on LinkedIn: https://www.linkedin.com/company/statsocial/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Oktopost’s VP of Marketing, Adi Krysler, joins the podcast to discuss how the platform is reshaping the way B2B companies approach social media. She explains why Oktopost was built specifically for the needs of B2B marketers—where relationships, attribution, and measurable business impact matter most—and how its social suite unifies publishing, employee advocacy, and social listening in one platform. Adi also shares how Oktopost empowers employees to become authentic brand ambassadors, strengthening trust and expanding reach far beyond traditional corporate channels. She explores the changing landscape of B2B marketing, the increasing overlap with B2C strategies, and what modern marketing leaders need to prioritise as expectations and technologies continue to evolve. About Oktopost Oktopost is a B2B social media management platform that helps marketing and revenue teams drive engagement, measure success, and link social media to revenue growth. Trusted by thousands of marketing professionals at some of the world's leading B2B technology and professional services companies, Oktopost offers a comprehensive suite of solutions for social media publishing, employee advocacy, social analytics, social listening and marketing intelligence, all in one platform. About Adi Krysler Adi is a seasoned marketing leader with an MBA and over 15 years of experience driving impactful marketing strategies in both corporate and startup environments, with companies like Wix.com, SAP, and Oktopost. Skilled in building go-to-market strategies, product positioning, and brand growth, she combines analytical insight with creative execution to elevate business outcomes. With deep expertise in SaaS and B2B marketing, she helps shape high-performing marketing initiatives, fostering cross-functional collaboration and bringing visionary leadership to the tech marketing landscape. Time Stamps 00:00:00 - Introduction to the Podcast and Guest 00:02:49 - Overview of Oktopost's Services 00:05:58 - Measuring Impact of Employee Advocacy 00:07:30 - Oktopost's Unique Position in B2B 00:11:24 - Balancing Organic and Paid Social Strategies 00:15:47 - Influencer Marketing in B2B 00:19:14 - Future of the VP of Marketing Role 00:20:36 - The Importance of Choosing the Right Tools 00:21:12 - Best Marketing Advice Received 00:22:11 - Advice for New Marketers Quotes "In B2B, every relationship counts, every conversation has weight, every touchpoint can influence the buying decision." Adi Krysler, VP of Marketing at Oktopost. "We founded Octopost with the belief that B2B companies deserve their own dedicated platform that is built for these longer buyer journeys and for the multiple stakeholders." Adi Krysler, VP of Marketing at Oktopost. "The experiences that B2B buyers are looking for are getting more similar to the B2C, where everything is very fast and it's visual and it's personalized." Adi Krysler, VP of Marketing at Oktopost. Follow Adi: Adi Krysler on LinkedIn: https://www.linkedin.com/in/adikrysler/ Oktopost website: https://www.oktopost.com/ Oktopost on LinkedIn: https://www.linkedin.com/company/oktopost/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Emily Thompson, Marketing Manager at CoSchedule, joins the podcast to share practical strategies for building smarter, more consistent social media content. She explains how marketers can use content pillars, batching, and realistic posting goals to stay organised and authentic, and explores the differences between B2B and B2C strategies—where creativity and trust are key to engagement and long-term success. Emily also highlights how CoSchedule’s AI-driven workflows help teams streamline planning, automate repetitive tasks, and maintain a consistent publishing cadence across channels—all within a single, easy-to-manage platform. About CoSchedule CoSchedule is the marketing industry’s leading provider of content calendar, content optimization, and marketing education products. Its dynamic family of agile marketing management products serve more than 50,000 marketers worldwide, helping them organize their work, deliver projects on time, and prove marketing team value. Collectively, CoSchedule products empower nearly 100,000 marketers to complete more high-quality work in less time. As recognized with accolades from Inc. 5000, Gartner’s Magic Quadrant, and G2Crowd, CoSchedule is one of the most valued companies its customers recommend. To learn more about CoSchedule, visit https://coschedule.com About Emily Thompson Emily Thompson recently joined CoSchedule as Marketing Manager, after two decades in B2B and B2C marketing content strategy. When people don't know what that means, she describes herself as the one who helps businesses answer the questions, "What needs to be said and how do we say it?" For her, there’s nothing more exciting than seeing marketing messaging land with precision and impact. Except maybe 49er football. Time Stamps 00:00:18 - Meet Emily Thompson from CoSchedule 00:02:31 - Overview of CoSchedule's Product 00:06:26 - AI Integration at CoSchedule 00:08:07 - B2B vs. B2C Marketing Perspectives 00:12:04 - Common Mistakes in Social Media Marketing 00:14:00 - Empowering Employees to Post on Social Media 00:16:48 - Measuring Success in Social Media 00:25:16 - Best Marketing Advice Received 00:28:03 - Closing Remarks and Contact Information Quotes "The number one thing I say about AI is it's only as smart as the person who's talking to it." Emily Thompson, Marketing Manager at CoSchedule. "CoSchedule just does it all in one. So it's a great tool reduction software and really affordable option for marketers as budgets are shrinking and we need to work smarter and faster." Emily Thompson, Marketing Manager at CoSchedule. "At the end of the day, you're creating trust and building relationships with your audience, whether you are B2B or B2C." Emily Thompson, Marketing Manager at CoSchedule. Follow Emily: Emily Thompson on LinkedIn: https://www.linkedin.com/in/emily-thompson-68468084/ CoSchedule website: https://coschedule.com/ CoSchedule on LinkedIn: https://www.linkedin.com/company/coschedule/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

RS Raghavan, CEO and Co-Founder of Animaker, joins the podcast to share how his passion for visual storytelling inspired a platform that makes video creation as easy as building a PowerPoint. RS explains how Animaker has evolved from a simple editing tool into an AI-powered platform that lets anyone generate videos from text prompts, turning what once took weeks into minutes. He discusses how marketers use video to boost engagement across sales, training, and social media, and why storytelling remains the key to standing out. He also touches on the importance of brand consistency, creativity, and continuous learning, offering practical insights for marketers looking to harness the power of video in a fast-changing digital landscape. About Animaker Animaker is one of the world’s leading AI-powered creative platforms that helps businesses build studio-quality videos in minutes. From L&D professionals & trainers, marketers to educators, entrepreneurs and enterprises, anyone can simplify video creation and marketing at scale with Animaker and its suite of AI tools. Serving over 30Million users worldwide, Animaker's AI suite includes Steve AI, Vmaker AI, Show (AI Marketers), and Picmaker that enables organizations to harness AI for smarter storytelling, faster content productions, and stronger customer engagement. About RS Raghavan RS Raghavan is the CEO & Co Founder of Animaker Inc, a leading double AI patented SaaS startup in the visual content creation space with over 30M + users. With a background in technology and a passion for creativity, Raghav has helped numerous Fortune companies run successful marketing & video campaigns and L&D training sessions. He strongly believes creativity can solve big problems and has delivered keynote talks at top conferences worldwide. RS has received several accolades, including the CII Startupreneur Award and Tech Entrepreneur of the Year He is also involved in initiatives like Say No to Cancer and Education for All. Time Stamps 00:00:18 - Meet RS, CEO and Co-Founder of Animaker 00:03:06 - Creating Videos with Animaker 00:04:44 - Simplifying Video Production 00:07:38 - Standing Out in a Crowded Video Space 00:12:50 - Video's Role in the Sales Process 00:16:02 - Design Teams vs. DIY Video Creation 00:18:50 - Future Trends in Video Marketing 00:21:13 - Final Thoughts and Marketing Advice Quotes "Standing out comes from the story. You can literally have the same character, same background, same all of it. But still, you want to create the engagement that comes from the story." RS Raghavan, CEO and Co-Founder of Animaker. "If you're doing a product launch, have a nice video to it. There is no excuse of not having a video to any of your product launches in the initial days." RS Raghavan, CEO and Co-Founder of Animaker. "Marketing starts before even your product development starts. The moment a feature or something we have developed, the first thing goes in my mind is like, how come the customer is going to receive it?" RS Raghavan, CEO and Co-Founder of Animaker. Follow RS: RS Raghavan on LinkedIn: https://www.linkedin.com/in/rsraghavan/ Animaker website: https://www.animaker.com/ Animaker on LinkedIn: https://www.linkedin.com/company/animaker/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

As people move away from traditional search engines and turn to AI tools for answers, Leah Nurik, Co-Founder and CEO of Brandi.ai, joins host Mike Maynard to explore how this change is transforming the way brands build visibility. Leah shares how her background in tech and agency leadership led to the creation of Brandi, a platform that helps companies influence how AI engines like ChatGPT, Gemini, and Claude understand and present their brands. She explains why Generative Engine Optimization (GEO) is emerging as the new SEO, how brands can take control of their visibility in AI-driven search, and what it takes to stay relevant as the rules of digital discovery evolve. Leah also discusses the human side of marketing in the AI era, and why critical thinking, creativity, and authenticity still matter as much as data and algorithms. About Brandi Brandi is the first intelligence-driven platform built on Generative Engine Optimization for brand visibility. It helps improve brand presence in AI-generated answers from engines like ChatGPT, Claude, Gemini, and Perplexity. In today’s landscape—where brand discovery increasingly happens through generative AI—Brandi provides the insights and tools to help your company earn recognition as a trusted answer. About Leah Nurik Leah Nurik is CEO and Co-Founder of Brandi. Leah has worked with over 400 growth-stage software companies in her 20-plus year career. She’s held senior strategy, product, and marketing leadership positions at Motorola, Symbol Technologies, Infowave, and others. She also founded and led Gabriel Marketing Group, an award-winning global public relations, branding, and integrated marketing agency focused on B2B SaaS companies. Leah’s expertise spans digital, public relations, content marketing, product marketing, and go-to-market strategy. Time Stamps 00:00:17 – Guest Introduction: Leah Nurik 00:02:07 – Jumping from agency leadership to developing Brandi 00:03:19 – What is GEO 00:09:13 – How can brands use Brandi to boost AI visibility 00:15:45 – What markets does Brandi support 00:16:38 – What is Brandi’s go-to-market strategy 00:18:34 – The future of AI search 00:23:52 – Best Marketing Advice Received by Andy 00:24:22 – Advice for New Marketers 00:26:07 – Contact details and Brandi demos Quotes “The paradigm of internet search is completely shifting. If you’re not on the train, you’re not leaving the station.” Leah Nurik, Co-Founder and CEO at Brandi. “Generative AI search will overtake traditional search. Ignoring it is like buying a horse when everyone else is driving a car.” Leah Nurik, Co-Founder and CEO at Brandi. “AI can get you about 85% of the way there, but you still need that human overlay to make the content authentic and mission-driven.” Leah Nurik, Co-Founder and CEO at Brandi. “The marketers who will thrive in the age of AI are the ones who can think critically, solve complex problems, and bring human creativity to technology.” Leah Nurik, Co-Founder and CEO at Brandi. “Brandi allows you not just to measure and monitor your brand’s performance, but also to influence how AI defines your market and how you’re represented in those conversations.” Leah Nurik, Co-Founder and CEO at Brandi. “Our codified intelligence engine is what sets Brandi apart. It decodes customer pain points, listens to market conversations, and delivers real, directional advice marketers can act on.” Leah Nurik, Co-Founder and CEO at Brandi. Follow Leah: Leah Nurik on LinkedIn: https://www.linkedin.com/in/leahgabriel/ Brandi’s website: https://mybrandi.ai/ Brandi on LinkedIn: https://www.linkedin.com/company/mybrandi/ Brandi on X: https://x.com/mybrandi_ai Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Ben Smith, Marketing Director at Reachdesk, shares his journey from professional ice skater to marketing leader and dives into the power of gifting in B2B. He explains how Reachdesk helps businesses source, personalize, and automate gifting at a global scale, and why combining physical and digital experiences creates deeper customer connections. Ben also discusses Reachdesk’s marketing strategy, the role of AI in modern marketing, and why personalization, creativity, and genuine relationship building are key to successful outreach. About Ben Meet Ben Smith, a dynamic marketing leader with a passion for driving strategic growth and creative impact. As a seasoned professional at Reachdesk, he’s helped brands build stronger connections, unlock new opportunities, and deliver customer experiences that truly engage. Known for translating big ideas into measurable results, Ben shares actionable insights on outbound and allbound strategies — from sparking pipeline to scaling engagement. Join us as he brings fresh perspectives and stories from the cutting edge of modern marketing. About ReachDesk At Reachdesk, we believe that strong relationships fuel success. Whether you're engaging prospects, celebrating customers, or recognizing employees, our platform makes it simple to deliver personalized moments that resonate at scale. As the only fully integrated gifting and swag solution, we empower go-to-market and people teams to: Strengthen connections with prospects, customers, and employees. Remove operational headaches with a seamless global fulfilment network. Measure the impact of every send, so gifting becomes a strategic advantage, not just a nice-to-have. Time Stamps 00:00:00 - Introduction to Marketing B2B Tech Podcast 00:00:18 - Guest Introduction: Ben Smith from Reachdesk 00:00:41 - Ben's Unique Career Journey 00:01:42 - What Reachdesk Does 00:02:31 - Challenges of International Shipping 00:03:15 - The Importance of Physical Gifts in a Digital World 00:04:30 - Customer Use Cases for Reachdesk 00:05:55 - Navigating Gifting Mistakes and Concerns 00:07:36 - The Philosophy of Gifting in Marketing 00:09:02 - Marketing Strategies at Reachdesk 00:11:35 - Building Brand Reputation vs. Driving Leads 00:13:04 - Influencer Marketing in B2B 00:15:05 - Understanding the Buying Committee 00:18:00 - Identifying Gifting Touchpoints in the Customer Journey 00:22:04 - The Impact of Technology on Marketing 00:25:21 - Advice for New Marketing Professionals Follow Ben: Ben Smith on LinkedIn: https://www.linkedin.com/in/bensmith-reachdesk/ Reachdesk website: https://www.reachdesk.com/ Reachdesk on LinkedIn: https://www.linkedin.com/company/reachdesk/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

For many marketers, managing data across different platforms is a constant headache. From pulling campaign metrics into Airtable to building reports that actually make sense, the process often eats up hours that could be better spent on strategy. Andy Cloke, founder of Data Fetcher, joins the podcast to explore how no-code integrations can transform the way marketers work with data. Andy shares how Data Fetcher makes it simple to connect Airtable with your popular platforms, automatically update dashboards, and streamline reporting. He also discusses the growing importance of APIs in marketing, why integrations are becoming non-negotiable, and how even non-technical professionals can harness these tools to work smarter. About Data Fetcher Data Fetcher is an Airtable extension that lets non-technical teams connect to any API without writing code. Launched in 2020 as one of the first extensions on the Airtable marketplace, it now serves hundreds of customers who pull data from over 5,000 different APIs. The tool offers pre-built integrations for popular services like Google Analytics, Stripe, and OpenAI, plus the flexibility to connect to any REST or GraphQL API. Users can schedule automated syncs, transform incoming data, and build powerful workflows directly within their Airtable bases. As a bootstrapped and profitable company, Data Fetcher focuses on sustainable growth rather than chasing venture capital metrics. The extension has been featured by both Airtable and G2. About Andy Cloke Andy Cloke is the founder of Data Fetcher, a bootstrapped SaaS that helps teams connect APIs to Airtable. After teaching himself to code and working as a freelance developer, he built and sold his first startup before launching Data Fetcher on the Airtable marketplace. As a solo founder, Andy uses Twitter to share his experiments, failures, and wins openly to help other bootstrappers. He focuses on leveraging platform ecosystems to find underserved niches and advocates for staying focused on one project rather than chasing shiny objects. Time Stamps 00:00:17 - Guest Introduction: Andy Cloke 00:01:49 - Previous MarTech Venture: TikTok Influencer Platform 00:02:39 - Introduction to Data Fetcher 00:05:10 - Ease of Use and Integration with Airtable 00:07:26 - Challenges Marketers Face with Data Tools 00:11:46 - No-Code Movement and Its Impact on Marketing 00:13:18 - Marketplace Insights for Software Vendors 00:19:27 - Leveraging AI in Marketing Workflows 00:20:25 - Best Marketing Advice Received by Andy 00:21:31 - Advice for New Marketers Quotes "Data Fetcher basically lets people have an escape patch, like a really flexible tool that lets them connect to anything, pulling the data from other places." Andy Cloke, Founder of Data Fetcher. "An API is just a way of them saying, here's how you can get data out of this tool or write data into it in a kind of predictable, robust way." Andy Cloke, Founder of Data Fetcher. "If SEO and YouTube are working, just focus on those, just double down and just nailing one or two channels is much more effective than trying to be everywhere and to everyone." Andy Cloke, Founder of Data Fetcher. Follow Andy: Andy Cloke on LinkedIn: https://www.linkedin.com/in/andycloke/ Data Fetcher’s website: https://datafetcher.com/ Data Fetcher on LinkedIn: https://www.linkedin.com/company/datafetcher/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

In this episode of Marketing B2B Technology, Mike sits down with Collin Crowell, VP of Growth for Kameleoon North America, an experimentation platform. Collin discusses the evolution of Kameleoon as a global player in the MarTech industry, emphasises the importance of data-driven decision-making, and explains how Kameleoon enables teams to easily build and test digital experiences. Collin highlights the challenges B2B companies face in adopting experimentation and the need for curiosity and a willingness to explore new approaches. He also offers advice for aspiring marketers, stressing the importance of understanding their audience and leveraging AI tools to enhance productivity. About Kameleoon Kameleoon is an agentic experimentation platform built for modern product and marketing teams. With Prompt-Based Experimentation, any team can turn ideas into live tests in minutes. Once ideas prove their impact, Kameleoon delivers accurate results and gives teams the control to roll them out safely. Trusted by brands like Lululemon, Toyota, Mayo Clinic, and Canada Goose, Kameleoon makes experimentation simple, fast, and scalable across the organization. About Collin Crowell Collin Crowell is VP of Growth for Kameleoon North America, where he leads sales, marketing, and partnerships. He helps experimentation teams design and run tests their way, secure executive buy-in, and get the most out of their tech stack. Based near Whistler, Canada, he spends his free time skiing and mountain biking. Time Stamps 00:00:43 - Colin's Background and Journey to Kameleoon 00:03:05 - Overview of Kameleoon and Its Experimentation Platform 00:06:11 - Multivariate Testing and Its Complexity 00:10:28 - Challenges in B2B Experimentation 00:15:05 - The Importance of Incremental Gains 00:18:02 - Growing Kameleoon: Balancing Brand and Leads 00:21:06 - The Importance of Being Present in Target Channels 00:23:09 - Innovative Campaigns: Hot Ones and Qualtrics 00:26:00 - Best Marketing Advice Received 00:27:29 - Advice for New Marketers: Embrace AI Quotes “"If you can make that process as easy as possible for all of those teams, then the company becomes more data driven.” Collin Crowell, VP of Growth for Kameleoon North America. "We all need to just work together to build better digital experiences. If you can make that what was really technically hard and difficult easy, then you're enabling those marketers to build out those digital experiences." Collin Crowell, VP of Growth for Kameleoon North America. "If the company or the team is not interested in being data-driven or has some executive that refuses to acknowledge that there could be a different way of working, then we probably aren't going to play well in that space." Collin Crowell, VP of Growth for Kameleoon North America. Follow Collin: Collin Crowell on LinkedIn: https://www.linkedin.com/in/collincrowell/ Kameleoon’s website: https://www.kameleoon.com/ Kameleoon on LinkedIn: https://www.linkedin.com/company/kameleoon/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

We’re joined by Mikael Dia, founder and CEO of Funnelytics, a visual journey mapping tool built to help marketers optimize conversions and better communicate strategy. Mikael shares how the rise of multi-touch, non-linear customer journeys inspired Funnelytics, and how the platform goes far beyond funnel mapping to uncover what drives results. We explore how marketers are using visualization to align teams, boost performance, and turn complex data into clear, actionable insights. About Funnelytics Funnelytics is a visual funnel analytics platform designed to help marketers track, analyze, and optimize the entire customer journey, without needing to be a data expert. By combining intuitive whiteboarding with powerful analytics, Funnelytics transforms complex data into clear, real-time visual maps that show exactly how users move through your marketing funnels. Whether you're a hands-on marketer or prefer expert support, Funnelytics empowers you to grow smarter by identifying what’s working, what’s not, and where to focus next. Time Stamps 00:00:18 - Guest Introduction: Mikael Dia 00:00:39 - Mikael 's Background and Journey in Digital Marketing 00:01:53 - The Evolution of Customer Journeys in Marketing 00:05:04 - Identifying the Core Problem Funnelytics Solves 00:08:36 - Understanding Funnelytics Customer Base 00:10:51 - Differences Between B2B and B2C Marketing Analytics 00:12:35 - Shifts in Customer Behavior Over the Years 00:14:29 - Sales Involvement in Selling Funnelytics 00:18:06 - The Importance of Branding in Marketing 00:20:07 - The Impact of AI on Marketing Trends 00:25:48 - How to Connect with Mikael Dia and Learn More About Funnelytics Quotes “Learn as much as you can about how the puzzle fits together...Marketing can be a machine, and it should be thought of as a machine. It shouldn't be thought of as how creative your next campaign is or what your logo look like and, and a lot of the stuff that falls under brand, it's all of it, it fits together to create a machine to turn strangers into customers. Learn as much about each puzzle piece to understand how can you architect that machine, for any company.” - Mikael Dia, founder and CEO of Funnelytics Follow Mikael: Mikael Dia on LinkedIn: https://www.linkedin.com/in/mikaeldia/ Funnelytics website: https://www.funnelytics.io/ Funnelytics on LinkedIn: https://www.linkedin.com/company/funnelytics-io/about/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

We welcome back Joel Harrison, founder of B2B Marketing and a leading voice in the industry. Four years after his last appearance, Joel shares how B2B marketing has evolved – impacted by COVID, political tensions, AI, and tariffs. From the lasting power of podcasts to the shifting balance between brand and performance marketing, he explores the rise of human-centric strategies in B2B, the real impact of AI on MarTech, and why trust, influence, and advocacy are emerging as the new pillars of marketing success. About B2B Marketing B2B Marketing is the premier provider of insight and intelligence for marketers across all B2B sectors. Its Propolis community intelligence platform helps marketing teams become more effective and successful. The B2B Marketing Awards are the gold standard for excellence in B2B campaigns, while Ignite and the Global ABM Conference are among the most respected events on the B2B marketing calendar. B2B Marketing’s offerings include an extensive content portfolio, such as the B2B Agencies Benchmarking Report, the B2B Marketing Podcast, and a suite of industry-focused training courses. About Joel Harrison Joel Harrison has spent over 20 years at the heart of the B2B marketing industry — as an editor, keynote speaker, ambassador, and evangelist — playing a pivotal role in shaping the dynamic sector we know today. Today, Joel focuses on podcasting, public speaking, advisory work, and his upcoming book on thought leadership. He co-founded B2B Marketing magazine in 2004, establishing key industry events and the Propolis community. He remains co-owner and director of B2B Marketing (www.b2bmarketing.net), though he is no longer operationally involved. Time Stamps 00:00:17 - Guest Introduction: Joel Harrison 00:00:44 - What Has Joel Been Doing Over the Last 4 Years? 00:02:54 - The Future of Podcasts 00:06:28 - Creating Valuable Conferences 00:08:40 - How Has the B2B Marketing Landscape Changed? 00:12:30 - Making B2B Marketing Less Boring 00:16:30 - The Impact of AI on the Marketing Stack 00:18:29 - The Rise of Influencer Marketing in B2B 00:24:20 - Best Marketing Advice and Career Tips Quotes “In the 22 years I’ve been doing this, I’ve never seen a period that even compares remotely.” Joel Harrison, founder of B2B Marketing “The only thing you can be certain about is uncertainty.” Joel Harrison, founder of B2B Marketing “B2B marketing has definitely got more human. And that’s a good thing.” Joel Harrison, founder of B2B Marketing “AI isn’t the reason to buy a platform. The platform should solve a specific job — AI is just part of how it does it.” Joel Harrison, founder of B2B Marketing “We can’t really envisage what the midterm future looks like right now — we’re just so early in the AI journey.” Joel Harrison, founder of B2B Marketing “It’s not about being boring or not boring — it’s about being human and relevant.” Joel Harrison, founder of B2B Marketing Follow Joel: Joel Harrison on LinkedIn: https://www.linkedin.com/in/joelharrison/ B2B Marketing’s website: https://www.b2bmarketing.net/ B2B Marketing on LinkedIn: https://www.linkedin.com/company/b2b-marketing/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Alex Alexin, Head of Demand Generation at Insightful, shares how she found her way into marketing and ultimately into demand gen. She unpacks what demand generation really means today, beyond leads, and why data, analytics, and operations are at the core of effective strategy. Learn how Insightful uses behavioral insights to refine personas, the evolving role of employee productivity tools, and how aligning sales and marketing on metrics drives better outcomes. Alex also shares a standout campaign that cut the sales cycle by 52% and highlights the value of testing, iteration, and curiosity in modern B2B marketing. About Insightful Insightful is a workforce analytics and productivity platform designed for modern teams looking to optimize performance, boost operational efficiency, and leverage data-driven workforce management. By integrating real-time activity tracking, behavioral analytics, and automated time mapping, Insightful simplifies employee monitoring, remote team oversight, and resource allocation, all within a single, intuitive platform. Known for promoting productivity transparency, Insightful replaces scattered reports and multiple tools with a unified, real-time visibility layer that connects daily work directly to meaningful business outcomes. Time Stamps 00:00:18 - Guest Introduction: Alex Alexin 00:00:42 - Alex's Career Journey 00:03:14 - Understanding Employee Monitoring 00:04:04 - The Purpose of Insightful's Software 00:05:36 - Reframing Employee Monitoring 00:06:15 - Marketing Approach Overview 00:06:33 - Defining Demand Generation 00:08:11 - Identifying Target Personas 00:12:06 - Balancing Brand Building and Demand Gen 00:12:23 - The Full Funnel Perspective 00:18:04 - SaaS vs. Other Industries 00:21:32 - Successful Campaigns and Learnings 00:24:25 - Key Marketing Advice 00:25:40 - Final Thoughts and Contact Information Quotes "I truly believe that the heart of demand generation is the operations behind it." Alex Alexin, Head of Demand Generation at Insightful "It's all about how work happens and how you can really help your workforce do better or those workflows and those processes be better." Alex Alexin, Head of Demand Generation at Insightful Follow Alex: Alex Alexin on LinkedIn: https://www.linkedin.com/in/alexandraalexin/ Insightful website: https://www.insightful.io/ Insightful on LinkedIn: https://www.linkedin.com/company/insightfulio/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com, an A/B testing tool, joins the podcast to explore the world of B2B marketing and conversion rate optimization. Eddie highlights how Convert.com is carving out a distinct space in the A/B testing world, emphasizes the challenges B2B marketers face, particularly around internal bureaucracy and slower adoption of testing strategies, and why agility remains a key differentiator. Mike and Eddie discuss the critical role of curiosity in navigating today’s marketing landscape and how Eddie’s diverse background informs his approach. About Convert.com Convert is a privacy-first A/B testing and web experimentation platform built for fast-growing businesses and agencies. Known for its robust integrations, flexible experimentation framework, and ethical data practices, Convert helps teams optimize digital experiences without compromising user trust. About Eddie Casado Eduardo “Eddie” Casado is a systems thinker, builder, and connector who thrives at the intersection of growth, product, and partnerships. With an MBA and years of cross-functional experience, he’s known for turning ambiguity into traction and having a strong bias for action. Curious by default and strategic by design, Eddie shares his wins, experiments, and lessons in public, helping other operators’ level up. He’s drawn to honest conversations about what works (and what doesn’t), and brings a deep respect for data, people, and long games. Currently leading Affiliate & Technology Partnerships at Convert.com, Eddie is most energized when creating repeatable systems, learning from peers, and unlocking compounding results through aligned collaboration. Time Stamps 00:00:17 - Guest Introduction: Eddie Casado 00:00:43 - Eddie's Career Background 00:03:40 - What Makes Convert.com Unique 00:06:59 - Maturity in MarTech and the Role of AI 00:09:23 - Challenges in B2B vs. B2C Marketing 00:10:35 - The Need for Improved Conversion Rates in B2B 00:14:04 - The Shift in B2B Customer Behavior 00:18:04 - Convert's Marketing Strategy 00:22:32 - The Role of AI in Marketing 00:24:26 - Best Marketing Advice and Career Tips Quotes "B2B needs to realize that people are not on LinkedIn to be sold on." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "The more value you can provide, the more top of mind you are. At the end of the day, the more consideration you'll have." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "I think we're just tired in B2B. We're tired of getting pitch slapped. We're tired of getting AI slapped with a generic message." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com Follow Eddie: Eddie Casado on LinkedIn: https://www.linkedin.com/in/eddie-casado/ Convert.com website: https://www.convert.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/convert-com/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547