Marketing B2B Technology

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 is a B2B advertising and intent data platform that helps companies reach their prospects at the right time, in the right place and with the right message. Radiate B2B has been nominated for Emerging Martech Vendor and UK Martech vendor of the year by B2B Marketing.
About Riaz Kanani
Riaz is the founder and CEO of Radiate B2B. Riaz has a history of building and scaling successful businesses and has been nominated for Entrepreneur of the Year multiple times. He is listed as a Top 25 global account based marketing thought leader by B2B Marketing and one of the Top Asian Stars in UK Tech by Diversity UK.
He built one of the world’s largest video advertising networks and after exiting to Silverpop, scaled their presence internationally. Silverpop helped to set out the best practice for B2B marketing a decade ago and was a leader in B2B marketing automation and content marketing before exiting to IBM to create its marketing cloud platform.
He has sat on the DMA email marketing council helping to set best practice for the email marketing industry, judge its awards and help shape data privacy and the use of data in the UK and Europe. He regularly writes and speaks on the BBC and elsewhere on the intersection between marketing, business and technology, its best practice and future trends.
Time Stamps
00:00:18 - Guest Introduction: Riaz Kanani00:01:50 - The Shift in B2B Buyer Behavior00:03:09 - Evolution of Account-Based Marketing (ABM)00:06:34 - Common Mistakes in ABM Campaigns00:09:07 - The Role of Intent Data in Marketing00:15:22 - Customer Success Stories with Radiate B2B00:19:20 - Using Radiate B2B for Internal Marketing00:20:42 - Future of MarTech and AI Integration00:23:00 - Final Thoughts on ABM and Marketing Trends00:23:19 - Best Marketing Advice Received00:24:16 - Advice for Aspiring Marketers00:25:23 - Conclusion and Invitation for Future Discussions
Quotes
"By the time they reach your website to convert, 70-80% of those companies have already shortlisted who they want to buy from." Riaz Kanani, CEO and Founder at Radiate B2B.
"If you don't have a level of insight which tells you whether they're coming into market or they're in market, then there's a very high likelihood that project is going to fail." Riaz Kanani, CEO and Founder at Radiate B2B.
"Intent data is merely a signal that attention is being given to a particular problem or area." Riaz Kanani, CEO and Founder at Radiate B2B.
Follow Riaz:
Riaz Kanani on LinkedIn: https://www.linkedin.com/in/riazkanani/ 
Radiate B2B website: https://radiateb2b.com/
Radiate B2B on LinkedIn: https://www.linkedin.com/company/radiateb2b/
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

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 pitfalls in traditional ABM strategies, and creating messaging that resonates with target audiences.
About Ganesh
Ganesh Chithambalam is a seasoned entrepreneur with over 15 years of experience in the SaaS and marketing technology space. Before founding Recotap, he built and scaled 30+ high-growth SaaS products and a high-performance programmatic ad exchange. With a deep focus on performance marketing, automation, and account-based strategies, he brings a pragmatic, results-driven approach to solving complex B2B marketing challenges.
Ganesh is passionate about using data and technology to drive meaningful outcomes for marketing teams. Outside of work, he enjoys traveling, discovering local cultures, and experimenting in the kitchen.
About Recotap
Recotap is an Account-Based Marketing platform purpose-built for B2B marketers who want to run high-impact, personalised LinkedIn campaigns at scale. Designed to simplify complex ABM workflows, Recotap brings together data signals, audience segmentation, ad personalisation, and performance tracking into one unified platform.
By leveraging intent data, CRM insights, and website behaviour, Recotap helps marketing teams identify high-fit, in-market accounts and automatically activate 1:1 ad campaigns and personalised landing pages. Whether you're building awareness, accelerating pipeline, or influencing late-stage deals, Recotap enables full-funnel ABM execution with minimal effort.
Trusted by fast-growing SaaS and tech companies, Recotap is helping redefine how modern B2B teams approach demand generation, sales alignment, and marketing ROI.
Time Stamps
00:00:18 – Guest Introduction: Ganesh Chachambaland
00:00:43 – Ganesh's Career Journey and Founding RecoTap
00:03:38 – Challenges in Current ABM Campaigns
00:04:12 – Common Mistakes in ABM Marketing
00:06:24 – Intent Signals and Their Importance for SaaS
00:07:03 – Personalisation in ABM Campaigns
00:12:18 – Balancing Lead Generation and Brand Awareness
00:16:37 – Predictions for the Future of ABM and Marketing
00:18:26 – Valuable Marketing Advice Received
00:20:28 – Outro and Contact Information
Quotes
“The companies which are getting successful are the ones who are marketing it well.” - Ganesh Chithambalam, Co-founder at Recotap
"I think brand positioning and brand differentiation is very, very important.” - Ganesh Chithambalam, Co-founder at Recotap
Follow Ganesh:
Ganesh Chithambalam on LinkedIn: https://www.linkedin.com/in/ganesh-chithambalam/?originalSubdomain=in
Recotap website: https://www.recotap.com/
Recotap on LinkedIn: https://www.linkedin.com/company/recotap/
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

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 creation, and discuss how AI is reshaping the future of marketing roles.
About agent.ai
Agent.ai is the #1 professional marketplace where users can build, discover, and deploy trustworthy AI agents that deliver real-world value.
Founded in 2024 by Dharmesh Shah, co-founder and CTO of HubSpot, and led by Sam Mallikarjunan, Agent.ai empowers professionals to revolutionize their workflow across sales, marketing, and customer service through intelligent automation.
Since its launch at HubSpot’s INBOUND 2024, the platform has experienced explosive growth, amassing over 1.5 million users and hosting more than 1,200 public agents by early 2025. The platform distinguishes itself with its intuitive low-code agent builder, access to cutting-edge AI models, and a vibrant developer ecosystem.
About Sam Mallikarjunan
Sam Mallikarjunan is a growth strategist, entrepreneur, and the Growth Lead at agent.ai. He is the former CEO and co-founder of OneScreen.ai, a marketplace for out-of-home advertising, and previously served as Chief Revenue Officer at Flock.com and Head of Growth at HubSpot Labs, where he drove significant customer acquisition and revenue growth.
Sam is a former professor at Harvard University, where he taught Advanced Digital Marketing and Innovation, and he currently shares his expertise as a LinkedIn Learning Instructor. He is also the co-author of the bestseller Inbound Commerce - How to Sell Better than Amazon and frequently offers insights on AI, marketing, and business strategy
Time Stamps
00:00:18 - Guest Introduction: Sam Mallikarjanan from Agent.ai
00:01:41 - Overview of Agent.ai and Its Features
00:02:45 - Understanding AI Agents in Marketing
00:04:10 - Practical Applications of Agents for Marketers
00:10:34 - Target Audience: Individuals vs. Enterprises
00:12:57 - The Importance of AI Confidence in Marketing
00:17:27 - Future Changes in Marketing Roles Due to AI
00:19:59 - The Shift from Performance to Brand Marketing
00:22:44 - Best Marketing Advice Received by Sam
00:24:07 - Career Advice for Aspiring Marketers
00:27:15 - Conclusion and Closing Remarks
Quotes
"The more focused you try and make an AI, the more effective it's gonna be at whatever the task is that you're trying to have it do." Sam Mallikarjunan, Growth Lead at agent.ai
"The biggest challenge is getting people to become AI curious and AI confident." Sam Mallikarjunan, Growth Lead at agent.ai
"It was an interesting project because it's what helped turn me from an AI doomer into an AI boomer." Sam Mallikarjunan, Growth Lead at agent.ai
 
Follow Sam:
Sam Mallikarjunan on LinkedIn: https://www.linkedin.com/in/mallikarjunan/
agent.ai’s website: https://agent.ai/
agent.ai’s on LinkedIn: https://www.linkedin.com/company/pulsar-platform/
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

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 emphasises the importance of understanding narratives and public perception to uncover deeper insights about audience beliefs and behaviours.
About Pulsar
Pulsar is the world’s leading audience intelligence platform, harnessing rich data sets, AI and human minds, so clients can access nuanced and actionable insights that get straight to what matters most to their customers, their businesses and to society.
Time Stamps
00:00:18 - Guest Introduction: Francesco D’Orazio of Pulsar
00:00:42 – Francesco’s Career Journey
00:01:57 - The Rise and Fall of Virtual Worlds
00:05:40 – Overview of Pulsar
00:06:04 – Understanding Audience and Narrative Intelligence
00:10:11 - B2B vs. B2C Audience Engagement
00:15:06 - AI's Role in Data Analysis
00:16:22 - Forecasting Trends with Audience Data
00:20:01 - Best Practices for Utilizing Audience Listening Data
00:25:09 - Valuable Marketing Advice Received
00:27:15 - Closing Remarks and Contact Information
Quotes
"The thing that most companies get wrong is that they go with the one platform fits all approach in terms of how they communicate on these different channels." Francesco D’Orazio, founder of Pulsar.
“What AI has done is give us incredibly flexible tools for analysing data in a way that before was quite complex and required a lot of training or specific machine learning models." Francesco D’Orazio, founder of Pulsar.
"Different communities look at the same topic and brand in very different ways. So, your message should be aligned on how these messages are articulated by the different communities in an audience." Francesco D’Orazio, founder of Pulsar.
Follow Francesco:
Francesco D’Orazio on LinkedIn: https://www.linkedin.com/in/francescodorazio/
Pulsar’s website: https://www.pulsarplatform.com/
Pulsar on LinkedIn: https://www.linkedin.com/company/pulsar-platform/
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 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-funnel tactics and top-of-the-funnel branding, and emphasizes the importance of sales and marketing alignment.
About Diodes Incorporated
Diodes Incorporated (Nasdaq: DIOD), a Standard and Poor’s SmallCap 600 and Russell 3000 Index company, delivers high-quality semiconductor products to the world’s leading companies in the automotive, industrial, computing, consumer electronics, and communications markets. We leverage our expanded product portfolio of analog and discrete power solutions combined with leading-edge packaging technology to meet customers’ needs. Our broad range of application-specific products and solutions-focused sales, coupled with global operations including engineering, testing, manufacturing, and customer service, enable us to be a premier provider for high-volume, high-growth markets. For more information, visit www.diodes.com
About Gurmeet Dhaliwal
As the Head of Corporate Marketing and Investor Relations at Diodes Incorporated, Gurmeet Dhaliwal oversees both investor relations and corporate marketing. He has developed a robust integrated marketing strategy with a strong focus on digital marketing, utilizing both inbound and outbound tactics. Prior to his role at Diodes, Gurmeet led Corporate Marketing at Pericom, which was acquired by Diodes Incorporated in 2015. He has also held various senior marketing positions at prominent public companies, including CA Technologies, EMC, Cisco, Zarlink, and National Semiconductor.
Gurmeet holds an MBA from Saint Mary’s College in Moraga, CA, and a Bachelor’s degree in Electrical and Computer Engineering from UC Santa Barbara, CA.
Time Stamps
00:00:18 - Guest Introduction: Gurmeet Dhaliwal00:02:51 - Overview of Diodes Incorporated00:07:43 - Building a Marketing Strategy at Diodes00:08:00 - Engaging with Engineers in Marketing00:12:05 - Successful Marketing Campaigns00:14:06 - The Role of Digital Marketing and Analytics00:18:35 - Sales and Marketing Collaboration00:19:58 - The Role of Sales in the Research Process00:21:07 - Transitioning to Investor Relations00:25:39 - Best Marketing Advice Received00:27:59 - Advice for Young Marketers00:30:14 - Closing Remarks and Contact InformationQuotes
“ We always talk about ROI in marketing, right? Return on investment. But sometimes you have to think of ROI as risk of ignoring.” Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated.
"Engineers like to get information on their own... they prefer doing their research... by the time they are ready to engage, they have already done their research." Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated.
"One of the things I do is every time is I think of is, how can I simplify this? How can I make it simpler?" Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated.
Follow Gurmeet:
Gurmeet Dhaliwal on LinkedIn: https://www.linkedin.com/in/dhaliwal/
Diodes Incorporated website: https://www.diodes.com/
Diodes Incorporated on LinkedIn: https://www.linkedin.com/company/diodes-incorporated/
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
 

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 relationships with journalists, and the future of the industry as it adapts to new technologies
 
About Everhaze
Everhaze is a PR business intelligence platform that turns media campaigns and mentions into actionable BI through real-time narrative tracking, messaging consistency scores, big data insights and AI PR Executives.
Solving the problem of scalability in PR, Everhaze helps clients across the UK & Ireland with in-depth media monitoring across print, broadcast and online, detailed media intelligence through its intuitive media database, automation of PR campaigns and real-time media insights to ensure its clients can fully realise their reputation protection and management capabilities.
 
About James McCann
James is CEO of Everhaze, an AI enabled PR business intelligence platform that provides real-time reputation impact tracking through combined data sourcing across media database, media monitoring and narrative analysis capabilities.
He previously established ClearStory International, an international PR agency in 2017 building a team of 15 and sourcing international clients from North America, Europe, Middle East and Asia. He currently serves on the AI in PR Advisory Council for the Public Relations Institute of Ireland and is also a board member on Oglaigh Naisiunta Na hEireann, Ireland’s veteran charity. He was a former PR Campaign Manager for Web Summit. He was recently included in Business Plus Magazines 40 under 40 for PR professionals in Ireland.
 
Time Stamps
00:00:18 – Guest Introduction: James McCann00:02:09 – Overview of Everhaze00:03:11 – Functionality of Everhaze00:06:09 – The Pressure on PR Professionals00:09:14 – Challenges of Media Monitoring00:11:08 – AI’s Role in PR00:17:08 – Marketing Tactics for Everhaze00:19:09 – Future of PR in the Next 3-5 Years00:23:31 – Best PR Advice Received00:24:06 – Advice for New Marketing Professionals00:25:30 – How to Learn More About Everhaze
 
Quotes
“We’re turning PR into actionable business intelligence for large-scale brands, for semi-states, for governments, for NGOs, and obviously for agencies and their clients.” James McCann, CEO of Everhaze.
“The major issue when it comes to media relations right now, which is that journalists are under enormous pressure.” James McCann, CEO of Everhaze.
“You need to continue to advocate for yourself and your value. Constantly demonstrate value.” James McCann, CEO of Everhaze.
 
 Follow James:
James McCann on LinkedIn: https://ie.linkedin.com/in/jamesmccann862
Everhaze’s website: https://everhaze.com/
Everhaze on LinkedIn: https://www.linkedin.com/company/everhaze/
 
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
 
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Mike is joined by 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 landscape and how Limelight uses context and data to enhance ad performance.
 
About Limelight Inc
Founded in London in 2018, Limelight Inc. was created as an answer to the complexity and inefficiency of the ad tech world. The industry, while tech accelerated lacked clarity and experienced human oversight, leaving professionals ill-equipped and frustrated in a maze of complex tools and processes.
David Nelson and James Macdonald, co-founders of the company and pioneers in the media world, realized that the true power of programmatic advertising wasn’t just the technology, but also pairing it with real human expertise.
Today Limelight Inc. combines cutting edge technology with a team of dedicated professionals, eager to guide and support. We don’t offer just a platform – we offer partnership, ensuring every one of our many members feels confident and empowered to navigate the programmatic space and serve advertisers more effectively.
 
About David Nelson
David Nelson is Co-founder & CEO of Limelight, his particular areas of focus are product development, technical development and client success.
Prior to founding Limelight, David had been active within digital marketing for nearly 20 years. Most recently, a 2-year consultancy spell working closely with his co-founder, James Macdonald, gave them the time to formulate the plan for Limelight.
Before this, David was with AdTech firm Rocket Fuel as VP Product & Operations EMEA. Rocket Fuel was acquired following a successful IPO by Sizemek in 2017.                             
David’s experience also includes a successful exit after two years with Lumatag, a company he founded in 2013 to provide online tag management and business intelligence for publishers and ad networks.
Outside of work, David is a keen tennis player, an enthusiastic appreciator of wine, and a collector of classic cars. He currently spends half of his year in Spain, where he has business interests in hospitality, and half in the UK.
 
Time Stamps
00:00:18 - Guest Introduction: David Nelson of Limelight 00:00:42 - David's Career Journey00:02:40 - The Benefits of Programmatic Advertising for Marketers 00:07:51 - Limelight's Unique Position in the Market00:12:33 - Trends in Programmatic Advertising00:16:29 - Marketing Strategy for Limelight00:21:10 - The Story Behind Limelight's Formation00:24:45 - Advice for Young Marketers00:25:41 - Valuable Marketing Advice Received00:26:20 - Closing Remarks and Contact Information
Quotes
"The problem we solve is how do you manage trillions and trillions of ad opportunities and find the right people to fill those ad spaces?” David Nelson, Co-Founder and CEO of Limelight.
"The ability to truly understand the context, truly understand the moment... is critically important and incredibly valuable to marketers." David Nelson, Co-Founder and CEO of Limelight
"There's always going to be challenges, and I think that the exciting thing about the business that we're in is that we don't really understand or know where those challenges are going to come from." David Nelson, Co-Founder and CEO of Limelight
 
Follow David:
David Nelson on LinkedIn: https://www.linkedin.com/in/davidnelson12/
Limelight’s website: https://www.limelight.inc/
Limelight on LinkedIn: https://www.linkedin.com/company/limelightinc/
 
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
 
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Mike is joined by Dan Ruby, VP of Marketing at Noble9, a leading reliability platform that helps manage and monitor application reliability. Dan discusses the challenges of marketing a product that aims to keep issues unnoticed by end users and how storytelling can make a traditionally "unexciting" product compelling and engaging.
The conversation also covers the importance of data-driven marketing, balancing brand building with lead generation, and innovative campaign strategies.
About Nobl9
Founded in 2019 by ex-Googlers Marcin Kurc and Brian Singer, Nobl9 is the premiere Service Level Objectives-based platform for driving a reliable digital experience. With a strong enterprise customer base as well as strategic investments from Cisco and ServiceNow, Nobl9 is recognized as a bleeding-edge solution to modernizing Site Reliability Engineering (SRE) strategies, ensuring that reliability is not measured primarily by availability, but rather by users' ability to do what they expect to be able to do within an application.
About Dan Ruby
Dan is an eighteen year veteran of digital marketing, with the vast majority of his experience coming as the head of marketing for various B2B SaaS organizations in the Boston area. He has been acquired at various points by Google and Snap, and is currently the VP of Marketing for Nobl9, a B2B SaaS platform for user-centric site reliability. He holds a Bachelor of Journalism from the University of Missouri as well as an MBA from Brandeis University. He occasionally teaches an undergraduate course on marketing at Bentley University.
Throughout his career, Dan has become increasingly stubborn about the fact that marketing must focus on creating value for potential leads, and is quite fond of telling anyone who will listen that "nobody gives a **** about your product, give them valuable information, not product pitches."
Time Stamps
00:00:42 - Dan Ruby's Career Journey00:02:09 - Overview of Noble900:05:48 - Challenges in Marketing a Reliability Product00:07:03 - Using Stories to Make Marketing Exciting00:12:43 - Balancing Brand Building and Lead Generation00:17:07 - Innovative Campaign Example: DORA00:22:24 - The Importance of Partnerships in Marketing00:22:41 - Best Marketing Advice Received00:23:41 - Advice for New Marketing Professionals00:25:44 - How to Contact Dan Ruby00:26:18 - Closing Remarks
Quotes
"Marketing is such an interesting field. It takes pretty much any skill set and makes it useful.” Dan Ruby, VP of Marketing at Nobl9
"Nothing is boring if you can make it into a story that resonates." Dan Ruby, VP of Marketing at Nobl9
"You can find partners who believe in your product, believe in your company, believe in your people, who will work with you." Dan Ruby, VP of Marketing at Nobl9
Follow Dan:
Dan Ruby on LinkedIn: https://www.linkedin.com/in/danielruby/
Nobl9’s website: https://www.nobl9.com/
Nobl9 on LinkedIn: https://www.linkedin.com/company/nobl9inc/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Ever wondered what a Fractional CMO does? Andy Culligan dives into the fascinating world of Fractional CMOs. He walks us through his career journey and explains how his role has become a game-changer in today’s fast-paced marketing landscape.
Andy discusses the benefits of hiring a Fractional CMO compared to a full-time employee and shares valuable insights for businesses aiming to adapt quickly. He also offers his perspectives on the SaaS market, highlighting the importance of speed in marketing and the evolving dynamics shaped by AI and shifting buyer behaviors.
 
About Andy Culligan
Andy Culligan is a marketing leader specializing in revenue growth and scaling SaaS businesses. With close to a decade of experience in both marketing and sales, Andy excels as a Fractional CMO, CRO, and Marketing Advisor. He is known for his straightforward approach to Account-Based Marketing (ABM), aligning marketing and sales teams to drive commercial success. Andy has held key marketing leadership positions at multiple SaaS companies including, Emarsys (acquired by SAP), Exponea (acquired by Bloomreach) & Leadfeeder (now Echobot). He focuses on personalized marketing strategies that create meaningful touchpoints, ultimately boosting revenue for his clients
 
Time Stamps
00:00:18 - Meet Andy Culligan: Career Journey00:00:39 - From SDR to Fractional CMO 00:02:58 - Growth and Challenges in SaaS Marketing00:06:43 - Benefits of Hiring a Fractional CMO00:12:40 - The Importance of a Marketing Plan 00:14:07 - Evergreen Marketing Tactics 00:19:33 - The Role of Speed in Marketing 00:20:45 - Future of Marketing and AI Impact 00:23:51 - Quickfire Questions: Marketing Advice 00:29:31 - Advice for Aspiring Marketers00:32:05 - Closing Remarks and Contact Information
Quotes
"Speed is something that's important to a lot of companies." Andy Culligan, Fractional CMO
"If it's not working for you, then it's not working for me." Andy Culligan, Fractional CMO
"If you know your niche, nail it." Andy Culligan, Fractional CMO
"A lot of companies don't have a plan." Andy Culligan, Fractional CMO
"Creativity always wins." Andy Culligan, Fractional CMO
 
Follow Andy:
Andy Culligan on LinkedIn: https://www.linkedin.com/in/andy-culligan/
Andy’s website: https://andyculligan.com/
 
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
 
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

Vince Nero, Director of Content Marketing at BuzzStream discusses the changing landscape of digital PR and SEO. Learn how BuzzStream helps marketers build strong relationships with journalists and navigate the evolving landscape of digital outreach.
Vince discusses the importance of personalization in email marketing, the impact of recent Google updates on SEO strategies, and the shift towards quality-driven digital PR.
 
About BuzzStream
BuzzStream is an email outreach tool for PRs and link builders designed to help build and manage relationships with personalized outreach at scale.
 
About Vince Nero
Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his two kids, enjoying some video games, or watching Phillies baseball. 
 
Time Stamps
00:00:18 - Guest Introduction: Vince Nero from BuzzStream00:03:09 - Understanding BuzzStream's Value for Marketers00:10:09 - Impact of Google Updates on Marketing Strategies00:14:23 - Marketing to Two Distinct Audiences: SEO vs. PR00:19:11 - The Future of Content Marketing and Technology00:24:00 - Creating New Information: Strategies for Success00:27:04 - Quality Over Quantity: A Key Marketing Principle00:27:23 - Best Marketing Advice: Permission Marketing00:28:20 - Advice for Aspiring Marketers: Seek Internships00:29:58 - How to Connect with Vince and BuzzStream
Quotes
"There's kind of this thought process in the digital PR space and link building space that is kind of at odds with one another.” Vince Nero, Director of Content Marketing at BuzzStream.
“The recipe for success going forward is pushing as much of your own new information into these large language models.” Vince Nero, Director of Content Marketing at BuzzStream.
“I think we're just finding more and more that people are needing this personalized approach.” Vince Nero, Director of Content Marketing at BuzzStream.
 
Follow Vince:
Vince Nero on LinkedIn: https://www.linkedin.com/in/vinnero/
BuzzStream website: https://www.buzzstream.com/
BuzzStream on LinkedIn: https://www.linkedin.com/company/buzzstream/
 
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
 
If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform.
Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547