Marketing B2B Technology

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 m...

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 k...

Mark Wheeler, CMO of Storyblok, shares insights into how Storyblock differentiates itself from other headless CMS providers, discusses the shift from traditional search to AI search, and how an API-first approach can enhance content visibility in the age of generative AI.

He offers valuable advice for marketers, encouraging them to focus on personalization and to be ambitious in their campaigns. He also advised those starting their...

Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales.

They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial.

Lars explains how Dreamdata addresses the ...

Emeric Ernoult, Co-Founder and CEO of Agorapulse, talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms.

He encourages B2B marketers to focus on providing value through educational and entertaining content and...

Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies.

He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution.

He also shares his thoughts on the challenges B2B marketers face in m...

Riaz Kanani, CEO and founder of Radiate B2B returns to the podcast to discuss the evolving landscape of B2B marketing. Mike and Riaz explore the shift in buyer behaviour, the rise of account-based marketing (ABM), and the importance of intent data in driving effective campaigns.

Riaz shares insights on common mistakes in ABM strategies and highlights the role of AI in shaping the future of marketing.

About Radiate B2B

Radiate B2B i...

Ganesh Chithambalam, Co-founder at Recotap, explores how account-based marketing is evolving and discussed the challenges marketers face when it comes to effectively marketing their products.

Learn how Recotap is enhancing ABM by using LinkedIn as a high impact advertising platform and empowering smaller SaaS companies to run personalised campaigns. Ganesh also unpacks key topics such as understanding buyer intent, avoiding common ...

Empowering Marketers with AI – Sam Mallikarjunan – agent.ai

Discover how Sam Mallikarjunan, Growth Lead at agent.ai transitioned from being an AI skeptic to an advocate, and learn about the innovative platform that allows anyone to build and customize AI agents, regardless of their technical skills.

Mike and Sam explore what AI agents are, share real-world examples of how marketers can use them for tasks like research and content c...

Francesco D’Orazio, founder of audience intelligence platform Pulsar, joins the latest episode of Marketing B2B Tech to share his journey from studying the internet's impact on society to founding Pulsar, a company that helps brands understand how people engage online.

He dives into the challenges of navigating the fragmented media landscape and how AI has become a crucial tool for analysing diverse data sources. Francesco also emp...

In the next episode of our marketing professionals series, Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated, shares his journey from engineering to marketing, and Diodes' approach to enhancing brand awareness, generating demand, and building strong customer relationships.

He offers valuable insights on how to effectively market to engineers, strike the right balance between bottom-of-the-f...

James McCann, CEO of Everhaze, an all-in-one PR platform, shares insights into the challenges PR professionals face today, particularly in proving ROI and managing media relations in a digital world.

He discusses how Everhaze aims to transform PR into actionable business intelligence, helping brands and agencies demonstrate the true value of their efforts.

James and Mike discuss on the role of AI in PR, the importance of building r...

Mike is joined by David Nelson, Co-Founder and CEO of Limelight Inc, to discuss programmatic advertising. David shares insights from his career, starting in the insurance industry and transitioning into digital marketing and ad tech.

He explains how Limelight operates as a programmatic advertising trading platform, connecting publishers and advertisers. David also highlights the unique challenges marketers face in the programmatic ...

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 le...

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 ...

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 Buz...

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...

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, an...

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 import...