Marketing B2B Technology

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.

Matt Young, CEO at UserVoice, a product feedback management solution for SaaS platforms, explains how the platform captures user feedback to deliver insights into product problems and solutions and how this raw data can be used to inform marketing and sales strategies.
Matt also shares his insight into trends within the SaaS industry.  
 

Tim Langley, CEO and Founder at CANDDi, a digital intelligence tracking platform, discusses his journey to founding CANDDi, and how the platform can help B2B marketers be more proactive by gathering data which allows them to engage with leads both at the top and bottom of the sales funnel.
He also shares how CANDDi supports sales teams and discusses the difference between third and first-party cookies, and how CANDDi uses this data.

Sarah Bond, Vice President of Marketing at Lucky Orange, a website conversion optimization tool, shares her career journey on how she got into marketing, and how Lucky Orange helps B2B marketers understand website visitor behaviour. 
She explains the different tools available such as heat maps, session recordings, and live chat; and how these tools help understand visitors' behaviours in aggregate but also at an individual user level. 
She also shares details on how Lucky Orange remains GDPR and CCPA compliant, and what she thinks is the key to conversion rate optimization.  

Laura Caveney, Head of Marketing at Ruler Analytics, a leading marketing attribution and marketing mix modelling software company, talks about what makes Ruler Analytics different, how their platform gives power to the user through data by enabling them to optimize their campaigns and website with data-driven decisions; leaving “wishy washy metrics that mean very little”.
She also gives an example of how they helped a customer understand attribution and improved their marketing and explains the biggest mistakes that people make when optimising without data. 

Carolin Bink, VP of Customer Success at 1plusX, an AI-driven data management platform, shares what makes 1plusX different to other data management platforms, and how their AI-first approach helps both publishers and marketers to utilize data and reach qualified leads instead of random audiences. 
She also explains what the impact is for marketers with third party cookies going away, the benefits of AI, and what they are doing at 1plusX to generate real benefits for marketers and publishers.