Marketing B2B Technology

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

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 they engage with.
 
About ScoreApp
ScoreApp is a lead generation and customer engagement platform that helps businesses create interactive scorecards to capture valuable data, qualify leads, and personalize user experiences. By using tailored assessments, businesses can gather insights about their audience, streamline onboarding processes, and enhance marketing strategies. This data-driven approach empowers businesses to convert leads into loyal customers effectively. ScoreApp is widely used across various industries, including coaching, finance, and fitness, to boost engagement and drive results  
About Maxwell Nee
Maxwell Nee is the Chief Revenue Officer of Scoreapp, a Quiz Marketing Platform with 6,800 paying clients. He's also a multi-award winning entrepreneur, bodybuilder & dancer. He’s been featured in TV, Radio, Forbes, Singapore’s The Business Times & The Australian Business Review.
 
Time Stamps
00:00:42 - Maxwell Nee's Career Journey00:01:43 - What is ScoreApp?00:02:23 - Quiz Marketing Explained00:06:17 - Setting Up a Campaign with ScoreApp00:09:41 - Balancing Brand and Lead Generation00:12:04 - Future of Marketing Tools00:12:57 - The Importance of Personal Connections00:17:06 - Actionable Advice for Quiz Marketing00:18:42 - Key Marketing Advice00:20:46 - Advice for Young Marketers00:21:55 - Contact Information and Book Reminder
Quotes
"I totally burnt out, realized I hated it, couldn't be an employee anymore, and jumped into the self-employed world." Maxwell Nee, Chief Revenue Officer at ScoreApp
"It uses quiz marketing. So uses the engagement of filling out like a quiz or like a personal assessment." Maxwell Nee, Chief Revenue Officer at ScoreApp
"Our internal mantra is that we're here to force our customers to be successful." Maxwell Nee, Chief Revenue Officer at ScoreApp
 
Follow Maxwell:
Maxwell Nee on LinkedIn: https://www.linkedin.com/in/maxwellnee/
ScoreApp website: https://www.scoreapp.com/
ScoreApp on LinkedIn: https://www.linkedin.com/company/scoreapp/
 
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

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, and successful campaigns for many brands. He underscores the importance of multi-channel marketing, creative strategies, networking, and long-term brand growth, showcasing how gifting can transform B2B outreach.
About Sendoso
Sendoso is a direct marketing automation platform that helps businesses enhance their engagement strategies through personalized gifting. By combining digital and physical sending options, Sendoso enables companies to create meaningful connections with customers, prospects, and employees. With intelligent analytics and tailored campaign solutions, Sendoso supports revenue growth, customer retention, and team recognition initiatives, making it a valuable tool for relationship-driven marketing.
About Kris Rudeepraap
Kris Rudeegraap, a key figure at Sendoso with more than a decade of go-to-market experience, has crafted solutions that resonate with 33,000 B2B tech enthusiasts globally. His insights into the future of marketing are both innovative and client-focused.
Time Stamps
00:00:36 - Kris's Career Journey and the making of Sendoso.00:01:40 - Understanding Sendoso: Corporate Gifting and Direct Mail00:03:25 - How Sendoso Simplifies Gifting for Marketers00:04:44 - Positioning Sendoso Against Competitors00:07:34 - Value Perception: Gifts vs. Bribery00:09:38 - Customer Segmentation: Enterprise vs. Smaller Businesses00:10:21 - Successful Campaigns: Creative Gifting Examples00:12:49 - International Gifting: Overcoming Geographic Challenges00:14:27 - The Role of Marketers in Gifting Strategies00:15:57 - Future of Marketing: Trends and Technology00:19:19 - Final Thoughts: Networking and Career Advice00:20:55 - Conclusion and Contact Information
Quotes
"Your network is your net worth. So, don't be scared to go meet with another person.” Kris Rudeepraap, Co-CEO and Co-Founder
Follow Kris:
Kris Rudeegraap on LinkedIn: https://www.linkedin.com/in/rudeegraap/
Sendoso website: https://www.sendoso.com/
Sendoso on LinkedIn: https://www.linkedin.com/company/sendoso/
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 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 important framework Sophie uses to guide potential customers from awareness to decision-making. She discusses her approach to integrating the buyer’s journey into campaign planning, striking a balance between long-term brand building and the immediate priorities of lead generation and sales support.
 
About ABB
Building on over 140 years of excellence, our more than 105,000 employees worldwide are committed to delivering on our purpose with innovations that create success for ABB and all our stakeholders. Our solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. In collaboration with our customers, partners and suppliers, we address the world’s energy challenges, transform industries and embed sustainability in everything we do.
 
About Sophie Neate
Sophie is a senior marketing leader with over 16 years of experience across the entire marketing cycle. Her background includes working for blue-chip companies on an international scale, where she has held global management roles, currently holding the position of Global Head of Digital Marketing and Content for ABB’s Electrification Service division. She has been responsible for establishing marketing teams and key functions, driving initiatives that have consistently delivered successful outcomes.
With extensive knowledge, capability, and a strategic mindset in marketing, Sophie delivers strong commercial results. Sophie holds a Bachelor of Business Studies (BBS) with a major in Marketing.
 
Time Stamps
[00:43:2] – Sophie provides an overview of her career background.
[03:14.6] – Sophie shares insights into what makes ABB unique.
[05:58:7] – Sophie discusses the importance of the buyer’s journey in creating effective marketing campaigns.
[14:26:9] – Sophie explains the marketing tactics that work best in different scenarios.
[18:20:0] – Sophie talks about balancing the immediate demands of lead generation with the long-term goal of building a strong brand reputation.
[21:18:7] – Sophie discusses AI and how she sees her role evolving alongside advancements in AI.
[22:17:2] – Sophie shares the best piece of marketing advice she’s ever received.
[23:17:2] – Sophie offers advice for those just starting their marketing careers.
 
Quotes
"My passion lies in providing the best customer experience through innovative solutions and working for a company like ABB who pride themselves on this vision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.
"The buyer's journey for me is crucial in marketing because it maps out the path that a potential customer takes from becoming aware of the problem to making a purchasing decision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.
"Segmentation and targeting is key... we're able to build trust and credibility, which enables repeat purchasing and ongoing loyalty." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.
 
Follow Sophie:
Sophie Neate on LinkedIn: https://www.linkedin.com/in/sophie-neate-2ba37849/
ABB website: https://global.abb/group/en
ABB on LinkedIn: https://www.linkedin.com/company/abb/posts/?feedView=all
 
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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