Marketing B2B Technology

Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.

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Episodes

Monday Jan 16, 2023

Jeffrey Mack, VP of Marketing at Agility PR, sat down with Mike for the latest episode of Marketing B2B Technology.
Jeffrey discusses the benefits of having a PR platform that integrates distribution with measurement, and how measurement is becoming a critical component in successful PR strategies. He discusses how measuring PR success is evolving from traditional quantitative AVE data to more qualitative data and how marketing teams can benefit from this shift.
Jeffrey also shares his thoughts on the future of trade publications and why marketeers may have more impact from reaching out to smaller industry publications.

Friday Jan 06, 2023

In the latest episode of Marketing B2B Technology, we interview Jason Byer, Marketing and Partnerships Manager at crowdspring.
At a time when attention spans are shortening and competition rising, having great design assets can be vital to a successful marketing campaign. crowdspring is a collaborative design platform that simplifies the design process.
Jason discusses how businesses can produce great designs whilst sticking to strict brand style guides, and the importance of the creative brief.
He also shares why he thinks marketers shouldn’t get hung up on the tactics and the advice he would give to someone just starting out in their marketing career.

Interview with Sam Oh – Ahrefs

Wednesday Dec 14, 2022

Wednesday Dec 14, 2022

As more people understand the value of SEO, competition increases. In this podcast episode, Mike chats with Sam Oh, VP of Marketing at Ahrefs who offer a suite of SEO tools from keyword research to competitor analysis.
Sam discusses Ahrefs’ commitment to reliable data and how bad data can lead to bad decisions.
He also offers advice on how marketeers can approach SEO campaigns and how impactful SEO fundamentals and basics can be for companies.

Thursday Dec 01, 2022

The internet is an increasingly crowded place, with competition rising and ad costs increasing. Ensuring landing pages are as optimised as possible is more important than ever. In our latest podcast episode, we interview Darby Sieben, Chief Product Officer at Unbounce, who shares top tips and insights about creating effective landing pages.
 
Darby shares how Unbounce continues to evolve to build tools that drive better conversions for marketeers, and his opinion on how pop-ups can be used for success.
 
He also shares the advice he has gained from throughout his career and discusses his goal of helping marketeers get better at what they do and levelling the playing field between small and large businesses.

Monday Nov 14, 2022

In the latest episode of Marketing B2B Tech, we interview Terri Delfino, Chief Marketing Officer at FormAssembly, an online form builder.
Terri discusses what makes FormAssembly stand out amongst its competitors and how marketers can integrate forms into their marketing automation and CRM systems like Salesforce.
Terri talks about the importance of branding forms, and how features like pre-fills give customers a better experience. She also shares details around the need to be compliant with legislation, such as GDPR, is driving more people to tools like FormAssembly, where it is harder to make a mistake.

Wednesday Nov 02, 2022

In our latest podcast episode, we interview Daan Reijnders, co-founder and CEO of Foleon, a content creation platform where users can create engaging long form content.
As an increasingly bigger portion of the customer journey is done offline, out of the marketeer’s view, the amount of individual investigation prospects do is increasing. Daan discusses how content is a good solution to support that journey and shares his expertise on how to ensure you capture attention and overcome shortening attention spans.  

Monday Oct 17, 2022

In the latest podcast episode, Mike sits down with Chad Reid, VP of Marketing at Jotform, an online form builder offering a suite of productivity tools.
Chad discusses what makes Jotform stand out amongst its competitors, shares which marketing tactics have proven to be the most successful and offers some top tips on how to maximise form conversions, as well as how to approach a marketing strategy when marketing to a broad audience.

Wednesday Oct 05, 2022

Ian Ferguson, VP of Sales and Marketing at Lynx Software Technologies, sat down for our latest podcast episode in the B2B marketing professionals’ series. 
Ian discusses his career in the B2B technology industry and shares his opinions on the importance of having technical knowledge when marketing such products. He also shares his insights into how the need to shorten sales cycles is impacting the balance between sales and marketing, the importance of saying no when prioritising marketing activities and how course-correcting campaigns based on ongoing metrics allows you to optimise their success. 

Friday Sep 23, 2022

In this podcast episode we interview Mike Roberts, Founder and CEO of SpyFu, a search analytics tool offering competitor keyword research tools.
Mike discusses how the tool leverages search data in real time, providing users with the data to build informed and successful campaigns for both paid search and SEO.
He also shares how the tool provides insights on multi-lingual campaigns, and how users should view competitor data to successfully influence future marketing campaigns.

Thursday Sep 15, 2022

In the latest episode of our leading B2B marketing professionals’ series, we interview Hannah Ingram, Marketing Manager at Ignys, an electronic and software development company.  Hannah talks about how she built her career as a 360 marketer and the need to be quick to adapt and learn when marketing for a start-up business. She also discusses how marketers can build business credibility and increase prospect confidence in a business.  Hannah also shares some valuable insights into how Ignys prioritise the channels they use for campaigns, and advice to new marketeers starting their careers. 

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