Marketing B2B Technology

At a time when attention spans are shortening and competition rising, having great design assets can be vital to a successful marketing campaign.
Jason Byer, Marketing and Partnerships Manager at crowdspring, 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.

As more people understand the value of SEO, competition increases. Sam Oh, VP of Marketing at Ahrefs, 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.

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. Darby Sieben, Chief Product Officer at Unbounce, 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.

Terri Delfino, Chief Marketing Officer at FormAssembly, 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.

Daan Reijnders, is 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.  

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.