Share Of Voice: Tech Marketing Insights

Jennifer Tanner talks to Julie Kirby, a PR specialist at London-based Clariant Global, to talk about the state of tech media in the UK and what it really takes for U.S. brands to break through internationally. Julie and Jennifer also explore how PR teams in different countries (and agencies) can work together to get great results. 

Jule also shares her insights on everything from how UK editors feel about AI-generated content (spoiler: they’re not fans), to why trade media may be your highest-ROI channel.

00:31 – How the UK Tech Market Compares to the U.S.

02:13 – Where Growth Is Happening: AI, Data Centers, and Cybersecurity

03:31 – Why AI Is Driving Massive Shifts in Data Center Demand

03:45 – The UK Media Landscape Is Changing—Here’s What’s New

04:17 – UK Editors Say “No Thanks” to AI-Generated Content

06:12 – Integrated PR Services Are No Longer Optional

08:09 – What Clients Really Want: Honesty, Not Hype

10:39 – Trade Media Delivers Real ROI—Here’s the Proof

11:23 – Trust, Transparency, and the Power of True Partnership

14:18 – Why Boots on the Ground Still Matter in International PR

17:32 – Want to Break Into the UK? Start Here

19:31 – What Separates a Good Partner From a Great One

22:47 – Great Coverage Still Starts With Great Interviews

24:03 – Julie’s One Action Item: Set a Goal and Go After It

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What’s a brand really worth in enterprise tech? If you think it starts and ends with a logo, Christine Chartier is here to change your mind. With nearly two decades of experience at powerhouse companies like Intel, Oracle and Aerospike, Christine Bryan Scanlon to unpack what brand means in B2B — and why it should be a key lever in your go-to-market strategy. This lively conversation covers trademarks, emotion, mascot dogs in space and why the best brands start movements, not just sales.

• 00:49 – What a Brand Really Is
• 02:50 – Why Enterprise Tech Brands Often Cling to Their Category
• 03:53 – The Practical Reasons Behind Naming Conventions
• 05:49 – How Long It takes to Build a Brand
• 07:35 – Bringing Playfulness Into B2B Branding
• 10:08 – The Power of Mascots and Emotional Connection
• 13:04 – Brand Differentiation in a Sea of Sameness
• 16:06 – How NVIDIA Became a Masterclass in Brand Transformation
• 17:23 – Founders as Brands — Helpful or Hazardous?
• 19:31 – Christine’s Top Takeaway for Brand Leaders
  
  
  

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In this episode of Share of Voice, Jennifer Tanner chats with Ajay Khanna, three-time CMO and current marketing leader at Yugabyte, about the critical (and often misunderstood) role analyst relations play. Ajay shares insights gained over two decades of experience navigating industry analysts, from Gartner and Forrester to indie influencers. He offers a nuanced, tactical perspective on how marketers can build lasting, valuable relationships with analysts. Whether you're just starting your AR journey or looking to refresh your strategy, this episode is packed with practical advice and hard-won wisdom.

Ajay Khanna and Jennifer discuss:

01:10 The Role of Analyst Relations in B2B Tech Marketing
03:36 Best Practices for Engaging with Analysts
05:48 Understanding Inquiries vs. Briefings
08:15: The Role of Money in Analyst Relations
11:06 When a Company Should Begin Analyst Relations
12:58 Analyst Relations Challenges
15:03 Ajay’s Biggest Analyst Relations Wins
16:45 Tips for Finding the Right Analyst
18:05 Why Your Account Manager Will Be Your Best Friend
21:01 Ajay’s Big Analyst Relations Takeaway: Understand Your Goals

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Jenn on LinkedIn

Building a B2B marketing engine from scratch isn’t for the faint of heart, but Kiley Nichols makes it sound almost fun. On this episode of Share of Voice, Jennifer Tanner chats with Kiley, head of marketing at NetBox, about what it really takes to launch and scale a successful marketing program at a growing startup. 

They discuss:
  •The importance of starting with content in marketing
  •Why budget planning should align with anticipated marketing goals
  •How hiring a field marketer can significantly impact event success
  •Using tools and freelancers to help scale marketing efforts
  •Using AI to augment marketing efforts and improve efficiency

🔑 Key Timestamps:
03:01 Tools for Scaling Marketing Efforts
04:27 Hiring for Impact
06:08 Budgeting Strategies for Startups
08:00 Navigating Challenges in Startups
09:02 Measuring Success and Key Metrics
09:53 Celebrating Wins and Team Contributions
11:35 Fostering Creativity in Marketing
12:10 Leveraging AI in Marketing
13:32 Actionable Advice for Listeners

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Kiley on LinkedIn

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Are you afraid of marketing failure? Marketing can be a minefield of potential missteps, but what if fear is holding your team back from breakthrough campaigns? In this episode of Share of Voice, host Bryan Scanlon sits down with Rick Wootten, CMO of SIMCO Electronics, to unpack the concept of "atelophobia" — the paralyzing fear of imperfection that can cripple marketing innovation.

Rick Wootten and Bryan discuss:

• The definition of atelophobia and how it impacts marketing strategies
• Why performance-based marketing can create fear of experimentation
• Strategies for getting leadership buy-in on innovative marketing approaches
• How to use "plus one" thinking to introduce calculated risks in campaigns
• The delicate balance of using fear versus providing helpful solutions in marketing

Don't let fear hold you back. Never stop trying, even when it's uncomfortable. Embrace imperfections and keep pushing the boundaries of your marketing strategy. Your path to growth starts with the courage to experiment and learn.

Thank you for listening! Don’t forget to follow, rate and review the podcast and tell us your key takeaways!

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In this episode of Share of Voice, Jennifer Tanner talks with FusionAuth CMO and messaging consultant Story Tweedie-Yates about why positioning is so hard to get right— and how to actually get it done. Story breaks down real-world examples from her work with cybersecurity startups and shares practical ways to use AI tools like ChatGPT without falling into the generic messaging trap.

Story and Jenn discuss:

• Navigating an uncharted marketing territory like a digital explorer.
• Why positioning is a decision-making exercise, not just clever wordplay.
• Leveraging generative AI for creative messaging brainstorming.
• Validating positioning through customer research and A/B testing.
• Four critical positioning challenges and how to overcome them.

Unlock your startup's true potential by mastering the art of positioning. Your message is your most powerful weapon – sharpen it, refine it and watch as it cuts through the noise to connect with the customers who need you most.

Thank you for listening! Don’t forget to follow, rate, and review the podcast and tell us your key takeaways!

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RSA 2025 brought the noise — literally and figuratively — and in this episode, Bryan and Jennifer unpack what mattered most (and what didn’t). From goats on the show floor to guerrilla marketing strategies off-site, they dig into what vendors got right, what got lost in the flash and why a clear booth message still beats a gimmick. Plus, a surprise Olympic lesson from Olympian Peekaboo Street. If you missed RSA — or your feet are still recovering — consider this your smart, snappy recap.

Bryan and Jenn discuss:

• The evolving landscape of conference marketing and booth strategies.
• Unexpected networking opportunities beyond traditional lead generation.
• The growing impact of policy and government influence in cybersecurity.
• Personal connections that make industry events meaningful.
• Alternative approaches to conference participation for emerging tech companies.

Pro tip: Use conferences like RSA as a strategic reset button for your marketing approach. Listen, learn and level up your industry game.

Thank you for listening! Don’t forget to follow, rate and review the podcast and tell us your key takeaways!

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Sales kickoff events are critical for tech companies to align teams, boost morale and set the stage for annual success. In this episode of the Share of Voice podcast, Kristin Grimes, Field Marketing Director at Sentra, shares her expert insights for creating memorable and productive sales kickoff experiences.

Kristin and Jenn discuss:

• How strategic sales kickoff planning starts with defining clear goals and involving the executive team from the beginning.
• Balancing educational content with interactive, high-energy activities that keep participants motivated.
• How the location enables full team participation and creates a memorable experience.
• Emerging technologies that are reshaping how sales and marketing teams approach team events and communication.
• Maintaining momentum by consistently reinforcing kickoff themes, sharing knowledge with new team members and integrating key learnings throughout the year.

Whether you're leading a startup or an established tech company, your sales kickoff can be a transformative event. Take the first step by aligning your team's vision, creating an engaging agenda and fostering a culture of excitement and execution. Your next great company milestone starts with intentional, strategic planning.

Thank you for listening! Don’t forget to follow, rate and review the podcast and tell us your key takeaways!

Connect with Kristin Grimes

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Are press releases still relevant? It’s been a hot topic for marketers in recent years. But Serena Ehrlich, Director of Go-to-Market at Notified, answers with a resounding, “No!” She reveals why press releases are far from dead and remain a powerful tool for strategic communication. 

Serena and Jennifer discuss:

• Why press releases are electronic news packages, not just Word documents
• How proper formatting and strategic distribution can significantly boost visibility
• The ways newswires help amplify content beyond traditional marketing channels
• Why SEO optimization is crucial: use relevant keywords, compelling headlines, and strategic images
• How international distribution can expand brand reach through translated content

Don't dismiss press releases as outdated. Instead, treat them as dynamic digital content that can drive traffic, enhance SEO, and tell your brand's story. 

Thank you for listening! Don’t forget to follow, rate, and review the podcast and tell us your key takeaways!

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Struggling to make your B2B marketing strategy stick? In this episode of Share of Voice, host Bryan Scanlon sits down with Greg Coticchia, six-time CEO and seasoned tech entrepreneur, to unpack the timeless truths of B2B marketing. With decades of experience spanning multiple tech booms and busts, Coticchia offers invaluable insights into creating marketing strategies that truly resonate with customers. 

Why we love Greg’s POV on SOV

Greg Coticchia is a six-time CEO, four-time founder, author of Start Your Startup, and a marketing and business professor at Carnegie Mellon and the University of Pittsburgh. He’s been Bryan’s client at least three times, and most importantly, Bryan considers him a friend and mentor.

In this episode, Greg and Bryan discuss

• Understanding the core problem your customers face
• Developing a clear, consistent message that speaks directly to customer pain points
• Recognizing that B2B purchases involve multiple stakeholders and are not transactional
• Maintaining momentum through consistent communication and innovation
• Creating a solution that offers significant improvement over existing alternatives

The most critical action you can take is to clarify the pain or gain you're solving for your target audience. Understand your customers' challenges and craft a marketing strategy that speaks directly to their needs. Remember, in B2B marketing, you're not just selling a product – you're offering a partnership that can transform your customer's business.

Thank you for listening! Don’t forget to follow, rate and review the podcast and tell us your key takeaways!

CONNECT WITH GREG:

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Bryan on LinkedIn

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