Marketing B2B Technology

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 Kameleoon00:03:05 - Overview of Kameleoon and Its Experimentation Platform00:06:11 - Multivariate Testing and Its Complexity00:10:28 - Challenges in B2B Experimentation00:15:05 - The Importance of Incremental Gains00:18:02 - Growing Kameleoon: Balancing Brand and Leads00:21:06 - The Importance of Being Present in Target Channels00:23:09 - Innovative Campaigns: Hot Ones and Qualtrics00:26:00 - Best Marketing Advice Received00:27:29 - 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 Dia00:00:39 - Mikael 's Background and Journey in Digital Marketing00:01:53 - The Evolution of Customer Journeys in Marketing00:05:04 - Identifying the Core Problem Funnelytics Solves00:08:36 - Understanding Funnelytics Customer Base00:10:51 - Differences Between B2B and B2C Marketing Analytics00:12:35 - Shifts in Customer Behavior Over the Years00:14:29 - Sales Involvement in Selling Funnelytics00:18:06 - The Importance of Branding in Marketing00:20:07 - The Impact of AI on Marketing Trends00:25:48 - 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 Harrison00:00:44 - What Has Joel Been Doing Over the Last 4 Years?00:02:54 - The Future of Podcasts00:06:28 - Creating Valuable Conferences00:08:40 - How Has the B2B Marketing Landscape Changed?00:12:30 - Making B2B Marketing Less Boring00:16:30 - The Impact of AI on the Marketing Stack00:18:29 - The Rise of Influencer Marketing in B2B00:24:20 - Best Marketing Advice and Career TipsQuotes
“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 Alexin00:00:42 - Alex's Career Journey00:03:14 - Understanding Employee Monitoring00:04:04 - The Purpose of Insightful's Software00:05:36 - Reframing Employee Monitoring00:06:15 - Marketing Approach Overview00:06:33 - Defining Demand Generation00:08:11 - Identifying Target Personas00:12:06 - Balancing Brand Building and Demand Gen00:12:23 - The Full Funnel Perspective00:18:04 - SaaS vs. Other Industries00:21:32 - Successful Campaigns and Learnings00:24:25 - Key Marketing Advice00:25:40 - 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 Casado00:00:43 - Eddie's Career Background00:03:40 - What Makes Convert.com Unique00:06:59 - Maturity in MarTech and the Role of AI00:09:23 - Challenges in B2B vs. B2C Marketing00:10:35 - The Need for Improved Conversion Rates in B2B00:14:04 - The Shift in B2B Customer Behavior00:18:04 - Convert's Marketing Strategy00:22:32 - The Role of AI in Marketing00:24:26 - 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
 

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 marketing careers to embrace failure as a learning opportunity and to strive for impactful marketing that resonates with audiences.
About Storyblok
Storyblok is a headless CMS for marketers and developers who want to make a bigger, faster market impact. It frees you from the pain of legacy CMS platforms and empowers your teams to ship content quickly and build with complete flexibility.
Brands like Adidas, T-Mobile, and Renault use Storyblok to make content management fun and collaborative. It’s Joyful Headless™ and it changes everything.
About Mark
Mark Wheeler is the CMO of Storyblok and leads the marketing strategy and execution to drive business growth and redefine the CMS category. Recognized as a Top 100 B2B global CMO, he's dedicated to building communities for marketers and developers. With a deep understanding of digital experiences, Mark ensures Storyblok delivers exceptional value.
Previously, as CMO of LeanIX, he played a key role in doubling customers in two years and contributing to its successful acquisition by SAP. He has also held senior marketing roles at Nutanix, EMC, Sitecore, and Adobe.
Time Stamps
00:00:18 - Guest Introduction: Mark Wheeler, CMO of Storyblock00:00:42 - Mark's Career Journey in Tech Marketing00:01:46 - What is a Joyful Headless CMS?00:05:09 - The Relationship Between Marketers and Developers00:07:47 - Who Uses a Headless CMS Like Storyblock?00:09:31 - The Importance of API-First CMS in AI Search00:14:09 - AI Tools and Enhancements in Storyblock00:16:13 - Marketing Challenges with Legacy Platforms00:19:07 - Strategies for Reaching Marketers00:21:08 - Successful Campaigns and Content Strategies00:24:03 - Quickfire Round: Marketing AdviceQuotes
"The Joyful brand or the Joyful Headless brand came about through really just speaking to a lot of our existing customers and partners who just kept on expressing that it got rid of a lot of the pain that they'd been feeling with their previous CMS products." Mark Wheeler, CMO of Storyblok
“One of the brands that I think I most admire, particularly about 15 years ago, was HubSpot. And the reason I admired them in particular was because they really focused on their content marketing strategy." Mark Wheeler, CMO of Storyblok
"I think the best managers will always celebrate failures as much as they celebrate the successes. And the best marketers I've always met... wanted to do the bigger and more impactful things." Mark Wheeler, CMO of Storyblok
Follow Mark:
Mark Wheeler on LinkedIn: https://www.linkedin.com/in/markwheeler/
Storyblok website: https://www.storyblok.com/
Storyblok on LinkedIn: https://www.linkedin.com/company/storyblok/
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

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 challenge of data overload in B2B marketing by building robust data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions.
About Dreamdata
Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth.
About Lars Grønnegaard
Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights.
Time Stamps
00:00:43 - Lars's Career Journey and Founding Dreamdata00:03:13 - Startup Environment in Denmark00:05:30 - The Challenge of Data Clarity in Marketing00:08:22 - Attribution vs. Incremental Sales Testing00:10:39 - Long Buying Cycles in B2B00:16:12 - Maintaining Data Models Over Time00:19:17 - Freemium Model and Customer Trials00:22:44 - Ad Spend and ROI Considerations00:28:49 - Best Marketing Advice from Lars00:29:39 - Advice for Aspiring Marketers00:30:34 - Where to Learn More About Dreamdata
Quotes
"You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata
"The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata
Follow Lars:
Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard
Dreamdata’s website: https://dreamdata.io/
Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/
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

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 offers practical advice for leveraging team members and influencers to enhance social media engagement.
About Agorapulse
Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok.
About Emeric Ernoult
Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments.
Time Stamps
00:00:17 - Guest Introduction: Emeric Ernoult00:02:07 - Differences Between the Bay Area and Europe for Startups00:04:19 - Agorapulse: Solving Social Media Chaos00:09:29 - B2B Marketing: Beyond LinkedIn00:11:02 - Measuring Social Media Success00:16:21 - The Challenge of Entertaining vs. Selling on Social Media00:21:47 - Tips for B2B Marketers to Create Engaging Content00:25:59 - Best Marketing Advice Received00:28:34 - Advice for New Marketers00:31:47 - Connecting with Emerick and Agorapulse
Quotes
"Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
"If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
"In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
"If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse.
Follow Emeric:
Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr
Agorapulse’s website: https://www.agorapulse.com/
Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/
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
 

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 measuring brand effectiveness and emphasizes the need for consistent messaging.
About Brand Metrics
Brand Metrics’ is a technology company measuring brand lift at scale. Brand Metric’s unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com
About Sean Adams
Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry.
He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics.
Time Stamps
00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics00:02:46 - Overview of Brandmetrics00:03:56 - Understanding Brand Lift00:05:30 - Challenges of Last-Click Attribution00:11:22 - B2C vs. B2B Brand Measurement00:12:45 - Importance of Brand in B2B Marketing00:14:02 - Advice for B2B Marketers on Branding00:16:16 - Examples of Brand Lift Success00:20:43 - Brandmetrics Marketing Strategy00:24:36 - Quickfire Questions: Marketing Advice00:27:02 - Contact Information and Closing Remarks
Quotes
"Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics.
“One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics.
“If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics.
Follow Sean:
Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/
Brand Metrics website: https://www.brandmetrics.com/
Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/
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

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/
 
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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547