Marketing B2B Technology

Chad Reid, VP of Marketing at Jotform, 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.

Ian Ferguson, VP of Sales and Marketing at Lynx Software Technologies, talks about 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. 

Mike Roberts, is 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.

Hannah Ingram, Marketing Manager at Ignys, an electronic and software development company, 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. 

Zachariah Moreno, Co-Founder and CEO of SquadCast, a cloud recording studio platform, discusses his mission to cultivate creative collaboration and how his journey from a podcast listener to an aspiring podcast creator led him to becoming to a software creator.
He also shares his insights into what B2B businesses need to consider when launching their own podcasts, and how SquadCast’s unique development enables creators to overcome internet struggles and achieve good recording quality anywhere around the world.

Alex Price, Senior Marketing Manager at Vicor, a global power components manufacturer, explains why he thinks the barriers between marketing and sales teams are being broken down and the importance of aligning marketing’s priorities with the sales team.
He also discusses the importance of leveraging subject matter experts when marketing complex products and shares his insights into how marketers can appeal to a more technical audience.

Cat Anderson, Head of EMEA Marketing at Sprout Social, shares how she started her career in digital marketing, spending time working at Berlin-based technology start-ups before eventually landing at Sprout Social. She discusses the current lack of creativity in B2B social media compared to B2C, the opportunity this presents, and how social media offers a great, relatively low-cost platform for experimentation.
Cat also shares the benefits and insights social media tools can offer users and gives some tips and tricks on how to stand out and overcome a reluctance to be creative.

In the first interview of our leading B2B marketing professionals’ series, we talk to Marc Mustard, Global Head of Content and Brand at ABB Robotics, a pioneer in robotics, machine automation and digital services.
Marc gives insight into his career, how he came to work in robotics, and how he thinks the robotics industry will change the way we live. He also shares his thoughts on why there is no standard approach to B2B campaigns, and how marketers can be creative, as well as why it's time to stop thinking of business-to-business/business-to-consumer and time to think of business-to-human.

Shannon Martin, Director of Communications at Podbean, a podcast publishing solution shares what B2B businesses need to consider when starting a podcast, the vital role that podcast hosting platforms play in distributing across different platforms, and how to understand the download metrics of a podcast episode. 

Jeff Coyle is Co-Founder and Chief Strategy Officer at MarketMuse, an AI-powered platform which removes manual intervention by identifying content quality issues and accelerating the research, creation and optimisation process.
Jeff explains what it means to publish fearlessly and how MarketMuse brings content confidence and the assurance that it will have a predictable and meaningful impact on the business.
He also shares the two most common editorial mistakes he sees with content marketing, and how MarketMuse’s insight is data-driven to support all teams within the creative, content writing and marketing departments.