Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.
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Helping traditionally-minded sales and marketing pros become relevant by demystifying trending digital approaches. Why? To build stronger customer relationships. We also help curious, non-technical people talk the talk in B2B information tech and software. Hosted by Aaron Abodeely, a curious tech marketer and sales leader, who had a breakthrough when he learned about how tracking pixels, marketing automation, and simple video communications actually augment human interaction with potential c ...
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Interview with John Harrison - Schaffner
24:57
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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…
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Interview with Thomas Lewis – Semiconductor Marketing Leader
32:32
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32:32
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 B2…
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Interview with Masha Petrova - Nullspace
27:16
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27:16
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 …
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Interview with Xenia Muntean - Planable
22:59
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22:59
Xenia Muntean, Co-Founder and CEO of Planable, a content collaboration platform, shares some great tips for repurposing content on social media to extend its lifetime, ensuring it remains evergreen and continues to engage audiences after its initial release. She also discusses the challenges of achieving executive buy-in, how to navigate internal a…
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Interview with Andrus Purde - Outfunnel
22:13
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22:13
Andrus Purde, Co-Founder and CEO of Outfunnel, an integration platform, discusses the importance of sharing data between marketing and sales teams and the challenges businesses face when their tools don't communicate effectively. About Outfunnel Outfunnel is an integration platform that makes it easy to connect sales and marketing tools, keep custo…
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Interview with Mark Donnigan – Virtual CMO
27:00
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27:00
In this episode of Marketing B2B Technology, Mike chats with Mark Donnigan, a virtual CMO who works with tech companies. Mark shares insights into his career journey, discusses his approach to building long-term client relationships, and emphasises the importance of understanding the market and customers. Mark also shares his advice on marketing ta…
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Interview with Molly Bruckman - Mutiny
28:31
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28:31
Molly Bruckman, Head of Growth Marketing at Mutiny, a website personalisation platform, shares some top tips on how marketers can effectively leverage personalisation to enhance engagement and drive results. She also explains the potential pitfalls of over-personalisation and how it can negatively impact marketing efforts. About Mutiny Most Marketi…
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Interview with Lisa Rees - Avnet
23:52
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23:52
Lisa Rees, Director of Marketing Communications at Avnet Silica, joins Mike for the latest episode of our leading B2B marketing professionals series. Lisa discusses the importance of understanding the customer journey, why having a non-technical background can be an advantage, and emphasises the value of measuring success based on metrics such as t…
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Interview with Georgios Grigoriadis - Baresquare
33:18
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33:18
Georgios Grigoriadis, Founder and CEO of Baresquare, an AI-driven analytics platform, discusses his career journey from data scientist to founder and the development of Baresquare. He shares how the tool leverages AI-powered insights for marketing analytics, the challenges and opportunities in B2B marketing, and the potential of AI to empower indiv…
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Interview with Stefan Debois - Pointerpro
26:05
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Stefan Debois is the CEO and Co-Founder of Pointerpro, an assessment software that allows users to produce surveys and highly personalised automated reports. Stefan joins the Marketing B2B Technology podcast for a discussion on how the software works and how it can be leveraged for marketing and lead generation. About Pointerpro Pointerpro is an al…
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Interview with Emir Zecovic - CMO
27:41
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27:41
Emir Zecovic, an experienced marketing professional in the B2B and SaaS space, joins Mike for a discussion about how to market B2B technology products. Emir highlights how marketers often miss opportunities by not focussing on large non-English speaking markets like South America and India. He shares why marketers should be data-obsessed to underst…
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Interview with Sean Campbell - Cascade Insights
27:02
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27:02
Sean Campbell, CEO and Founder of Cascade Insights, is the latest guest to join Mike Maynard for the Marketing B2B Technology podcast. Sean discusses the benefits of using market research platforms, explores the pros and cons of qualitative versus quantitative data, and talks about the challenges of getting research responses within the B2B industr…
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Interview with Darren Mitchell - Sales Leader
26:30
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How can marketing and sales work together? Darren Mitchell, Sales Leader and host of the Exceptional Sales Leader Podcast, joins Mike Maynard to discuss sales enablement and how sales and marketing teams can work together to provide true value to prospects throughout the buyer journey. Darren shares the career journey that led him to become a sales…
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Interview with Inge Boubez - Moz
26:21
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26:21
Inge Boubez, Director of Enterprise Marketing at Moz, is the latest guest to join the Marketing B2B Technology podcast. Inge explains how, although the fundamentals of SEO haven't changed, the rise in AI may have an impact in the industry and offers some thoughts on how marketers can address the potential challenges. She discusses both the Moz and …
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Interview with Rob May - BrandGuard
24:24
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24:24
Staying within brand guidelines can be a challenge, and as the use of AI in marketing rises, this will become increasingly difficult. Rob May, founder of BrandGuard, explains how solving user challenges transformed his platform from what was initially an advertising platform into an entirely different product that uses AI to identify branding issue…
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Interview with Sara Madison - Outbrain
27:07
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27:07
Sara Madison, Global Head of Product Marketing at Outbrain, an advertising platform, sat down with Mike to talk all things advertising. She discusses the industry's current challenges, why she believes audience attention will become an increasingly important metric and offers her thoughts on whether LinkedIn is a good use of a B2B advertising budge…
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Interview with Avetis Ghazaryan - Growth Hunter
23:38
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23:38
Avetis Ghazaryan, Founder of Growth Hunter, a community for SaaS professionals, shares how momentum marketing can enable marketers to overcome marketing challenges and increase pipeline growth. Avetis explains what momentum marketing is, shares some strategies on how to stand out, and offers some advice on how to maximise impact. About Growth Hunte…
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Interview with Christopher Rack - MRP
23:41
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23:41
Chris Rack, CEO of MRP, a demand generation solution, joins Mike Maynard to discuss intent signals, lead generation, and how MRP can help accelerate B2B businesses' demand generation activities. Chris explains the benefits of aggregating different intent signal sources and why this can work better across different industries and services. He shares…
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Interview with Nathan Schlaffer - MarketMate AI
27:06
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27:06
Nathan Schlaffer, CEO and Founder of MarketMate AI, joined Mike to discuss his generative AI marketing automation platform that enables B2B marketers to connect with their buyer personas. Nathan delves into Marketmate’s unique features, and how users can create buyer personas on the platform, which enable them to refine messaging and use generative…
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Interview with Asaf Darash - Regpack and Kirsty Dawe - Webeo.
31:43
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31:43
Asaf Darash, CEO of Regpack, and Kirsty Dawe, CEO of B2B website personalisation software Webeo, join Mike to discuss their collaborative project and how Webeo's software enables Regpack to increase website conversion rates and enhance the customer experience. A great success story, the project demonstrates the impact personalisation can have on le…
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Interview with Joe Zappa - Sharp Pen Media
28:23
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28:23
Joe Zappa, CEO and Founder of Sharp Pen Media, is an expert in the marketing technology space and joined Mike to discuss how marketers can maximise the impact of their marketing efforts. Joe shares his insights into why constancy is important for long-term success, why marketers should dig deeper when developing personas and why he believes the AI …
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Interview with Mariam Lochoshvili - Sensata Technologies
30:55
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30:55
Mariam Lochoshvili, Global Marketing Communications Manager at Sensata Technologies, joins Mike Maynard for the next episode of our leading B2B marketing professionals series. Mariam shares how following job opportunities around Europe led her to her role at Sensata, explains the importance of localising campaigns for maximum success, and shares he…
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Interview with Matt Swalley - Omneky
29:12
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29:12
Matt Swalley, Co-Founder and Chief Business Officer at Omneky, an AI-powered ad platform, sat down with Mike to discuss the possibilities of AI in advertising and how businesses can maximise the benefits of AI-generated content in their campaigns. He also shares why testing is integral to campaign success and why human input is essential when worki…
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Interview with Jodi Cerretani - RollWorks
29:31
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29:31
Jodi Cerretani, VP of Marketing at RollWorks, an Account Based Marketing platform, sat down with Mike to discuss how marketers can use ABM to maximise their marketing efforts and how RollWorks can support this process. Jodi shares why it is more important than ever to focus on intent and how this can set you up for success. She also offers the best…
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Interview with Mario Blandini - iXsystems
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In the latest interview of our leading B2B marketing professionals’ series, Mario Blandini, VP of Marketing at iXsystems, an open-source software storage company, sat down with Mike to discuss his career, how he came to work in the data storage industry and his top marketing tips. Mario discusses how open-source companies work and the benefits this…
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Interview with Jim Kraus - Buyer Persona Institute
27:37
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27:37
Personas based on buying data and research can have a huge impact on both marketing and sales, allowing informed decisions to be made based on the needs of customers. Jim Kraus, President of the Buyer Persona Institute, shares why building personas based on buying decisions and understanding the needs of prospective buyers is so important. He discu…
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Crossover Episode - Can AI Really Support Content Generation?
21:45
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Everywhere you look, everything is about AI. But how can AI actually support content generation? In this special episode of the podcast, Napier’s Mike Maynard and Hannah Kelly discuss the capabilities of AI in marketing automation platforms. They also chat about how email signatures can be leveraged by marketers, what to consider when writing subje…
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Interview with Bugra Gunduz - HockeyStack
26:03
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Accurate attribution is difficult, particularly in B2B tech, but it can be crucial in understanding the customer journey and what marketing activities drive revenue. Buğra Gündüz, CEO of HockeyStack, an analytics and attribution platform for B2B businesses, breaks down how marketers can leverage their platforms to understand marketing data and the …
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Interview with Sharekh Shaikh at CleverX
25:59
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Market research is a massive industry, but despite this global interest, the sector lacks innovation and struggles to manage fraudulent data. Sharekh Shaikh, founder of CleverX, discusses how his platform aims to provide market research teams with complete control of the quality and reliability of their research with access to top-level business pr…
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Interview with Bonnie Crater at Full Circle
23:21
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23:21
Bonnie Crater, President and CEO of Full Circle Insights, explains why companies struggle to identify what marketing activities impact pipeline opportunities and clarifies what attribution means and what to consider when selecting an attribution model. She also shares the best piece of advice that she has received as a marketer and the insights she…
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Interview with Farzad Rashidi at Respona
26:52
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26:52
Farzad Rashidi, Lead Innovator at Respona, a link-building tool, discusses the origin of the business as an internal tool within the content creation platform Visme. He shares top tips for getting good quality backlinks and creating backlink campaigns that benefit both the requesting business and the providing business. He also shares how to capita…
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Interview with Evan Kramer at MotionPoint
25:56
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25:56
Evan Kramer, CEO of MotionPoint, a tech-driven translation and localisation company, discusses the differences between translation and transcreation and the benefits that going beyond simple translation can have. He also explains the impact translation can have on conversions and why you should measure the impact to determine the level of translati…
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Interview with Morgan McLintic at Firebrand
25:23
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25:23
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 tec…
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Interview with Domenica Di Lieto at Emerging Comms
29:37
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29:37
As one of the world's largest markets, China presents an excellent opportunity for many businesses. But how should you approach marketing to the region? Domenica Di Lieto, CEO of leading Chinese marketing consultancy Emerging Comms, shares her experience and advice on growing businesses in China. From choosing the correct channels to the importance…
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Interview with Haralds Gabrans Zukovs at Credolab
21:38
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21:38
Haralds Gabrans Zukovs, Head of Marketing at Credolab, explains how through understanding how individuals use their smart devices, marketing teams can create campaigns optimised towards personality traits. He also describes how the additional insight can enhance marketing personas. Haralds and Mike also discuss machine learning and AI, their impact…
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Interview with Jeff Day at Act-On
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When it comes to marketing automation platforms, the choices can seem endless. Jeff Day, Senior VP of Marketing at Act-On, discusses the key considerations mid-market marketing teams should consider when selecting a platform. He explains the buyer journey, what customers need at each stage and how to create automated programs that encourage a buyin…
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Interview with William Hearn at Sendinblue
24:14
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24:14
William Hearn is the Sales Director for EMEA and RoW at Sendinblue, an all-in-one marketing platform. The marketing automation market is increasingly crowded, and William discusses how Sendinblue positions itself to stand out amongst competitors. Find out some of the different requirements for B2B and B2C marketers and how B2B can benefit from repl…
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Interview with Ruben Vardanyan at Joomag
24:05
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24:05
Ruben Vardanyan, Founder and CEO of digital publishing platform Joomag, shares how the traditional PDF has evolved in a more mobile-focused world and how interactive alternatives benefit both marketers and their customers. He discusses the increasing requirements marketeers demand from their content, and how thoughtful personalisation leads to high…
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Interview with Mark Williams-Cook at AlsoAsked
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Mark Williams-Cook, Founder of SEO tool AlsoAsked, explains how users can maximise the data provided by Google’s “people also asked” feature and how this information can be useful beyond just SEO. He shares his journey to founding AlsoAsked and the advice he would give to someone just starting out in marketing or communications.…
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Interview with Abhi Godara - Rytr
27:30
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AI has become the hot topic across marketing, raising questions about its potential impact on the industry. Abhi Godara, CEO of Rytr, an AI content generator, shares his thoughts on the future of AI, and explains the technology behind Chat GPT and how other platforms, such as Rytr, build on this technology. He also shares how to get the most out of…
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Interview with Rena Fallstrom - Pure Storage
21:36
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21:36
Rena Fallstrom, VP of Communications at Pure Storage, discusses how they adapted the communications strategy as competition in the industry dramatically expanded and how she collaborates with the international team to ensure communications are tailored to each region and no valuable region is ignored. Discover why working with analysts can be benef…
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Interview with Mark Stouse - Proof Analytics
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37:59
Mark Stouse, CEO of data analytics platform Proof Analytics, discusses the difference between marketing mix modelling (MMM) and marketing resource management (MRM) and how they can demonstrate the impact of marketing activities on business bottom line. Mark also explains why it is vital to trust and use math when making marketing decisions and why …
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Interview with Karthik Suresh – Ignition
21:26
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21:26
Karthik Suresh is Co-Founder and Chief Product Officer at Ignition, a go-to-market platform automating the product launch process. Karthik explains how noticing a gap in the SaaS market for a tool supporting product marketeers led to Ignition's development. He discusses the pros of working in start-ups versus large corporations, and what marketers …
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Interview with Jeffrey Mack – Agility PR
28:06
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28:06
Jeffrey Mack, VP of Marketing at Agility PR, discusses the benefits of having a PR platform that integrates distribution with measurement, and how measurement is becoming a critical component in successful PR strategies. He discusses how measuring PR success is evolving from traditional quantitative AVE data to more qualitative data and how marketi…
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Interview with Jason Byer – Crowdspring
28:06
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28:06
At a time when attention spans are shortening and competition rising, having great design assets can be vital to a successful marketing campaign. Jason Byer, Marketing and Partnerships Manager at crowdspring, discusses how businesses can produce great designs whilst sticking to strict brand style guides, and the importance of the creative brief. He…
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As more people understand the value of SEO, competition increases. Sam Oh, VP of Marketing at Ahrefs, discusses Ahrefs’ commitment to reliable data and how bad data can lead to bad decisions. He also offers advice on how marketeers can approach SEO campaigns and how impactful SEO fundamentals and basics can be for companies.…
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Interview with Darby Sieben – Unbounce
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37:25
The internet is an increasingly crowded place, with competition rising and ad costs increasing. Ensuring landing pages are as optimised as possible is more important than ever. Darby Sieben, Chief Product Officer at Unbounce, shares top tips and insights about creating effective landing pages. Darby shares how Unbounce continues to evolve to build …
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Interview with Terri Delfino – FormAssembly
25:24
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25:24
Terri Delfino, Chief Marketing Officer at FormAssembly, discusses what makes FormAssembly stand out amongst its competitors and how marketers can integrate forms into their marketing automation and CRM systems like Salesforce. Terri talks about the importance of branding forms, and how features like pre-fills give customers a better experience. She…
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Interview with Daan Reijnders – Foleon
27:36
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27:36
Daan Reijnders, is co-founder and CEO of Foleon, a content creation platform where users can create engaging long form content. As an increasingly bigger portion of the customer journey is done offline, out of the marketeer’s view, the amount of individual investigation prospects do is increasing. Daan discusses how content is a good solution to su…
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Interview with Chad Reid – Jotform
31:17
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Chad Reid, VP of Marketing at Jotform, discusses what makes Jotform stand out amongst its competitors, shares which marketing tactics have proven to be the most successful and offers some top tips on how to maximise form conversions, as well as how to approach a marketing strategy when marketing to a broad audience.…
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