The 1% Insight

Your potential buyers are using AI models to help them build their shortlist of preferred vendors. If your B2B Technology company is not being cited in these conversations, you likely won't make the shortlist and this results in losing prospects to competitors.

Leading to losses in new revenue and business, putting your business in danger. 

Your content and your team plays a key role in helping increase your chances of being cited by AI models. Recent research is highlighting the importance of YouTube and LinkedIn to your B2B marketing strategy as they are being used a key information sources for these AI models.

The content is no longer just being distributed from company accounts, your team plays a key role in how you connect with prospects.

To learn why content is no longer a nice to have in B2B, tune in to this week's episode of The 1% Insight.

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

B2B Marketing, B2B Technology, Content Marketing, B2B Content Marketing, B2B Tech Marketing, Trend 7 Media, B2B Content 

Once you stop recording your B2B Technology podcast, the content work is only getting started. Instead of throwing the podcast episode into an AI editor and getting back a series of clips, take a more strategic approach.

There are golden insights within that content that will provide value for your prospects and customers at each stage of their buying journey. If you simply turn the content into clips and consider it job done, you are missing out on so many other formats.

In this episode, I walk through how I format one episode for LinkedIn across your company page and your team, using video, text, image and text, polls and LinkedIn newsletters. I also cover YouTube, blogs, podcasts, email and how to use every piece as a sales asset.

If you are working in marketing at a B2B Technology company and want to make your content work better for you, this episode gives you a process to follow.

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

B2B Marketing, B2B Technology, Content Marketing, B2B Content Marketing, B2B Tech Marketing, Trend 7 Media, B2B Content 

How do you market a product when the category doesn't have a name yet?

This week on The 1% Insight, I'm speaking with Eoin Hamilton, Head of Marketing at Overpath, to discuss how they are helping shape their category.

In this episode, we cover:

1. How to market products within relatively new categories and how the vocabulary used to describe it changes. Focus back on the problems of your customers even when the language used by companies to describe it may change from week to week.
2. Humanising B2B tech brands through positioning, content & your people.
3. ICP & Personas need to be treated differently, separate the company from the people within it. It may be business-to-business but it's all about connecting with people.

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

B2B Marketing, B2B Technology, Content Marketing, B2B Content Marketing, B2B Tech Marketing, Trend 7 Media, B2B Content 

Your team have a big role to play in the content created and distributed for your B2B Technology company.

B2B Buyers may not always be in market but they are forming opinions through what they see online. 

For B2B Tech Marketing teams who are still waiting on the Founder or CTO to create a blog post every few months, this episode lays out the process you can implement to ensure quality and consistent content goes out from team members.

I walk through my process on:

• Common pitfalls to avoid
• How to capture the content
• Formatting the content
• Sending the content for approval & making changes from feedback
• Distributing the content 

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

B2B Marketing, B2B Technology, Content Marketing, B2B Content Marketing, B2B Tech Marketing, Trend 7 Media, B2B Content 

Like everyone else who is marketing B2B Technology brands, you are probably trying to figure out how your brand can appear more in AI LLMs.

We know that B2B Buyers are doing a lot of vendor research in these AI platforms and finding potential vendors for their shortlists based on what the LLM provides to them as a trusted solution that can solve their problem.

Recent research from Meltwater is highlighting that for B2B queries, LinkedIn is quickly becoming one of the top sources for influencing AI answers. They analysed 9.5 million citations across 16 B2B categories and the findings are of interest if you are trying to improve your AI visibility.

In this week's episode, I give my take on the research, look at the key takeaways and what this means for B2B Tech Marketers.

Research Source & Owner: Meltwater "How LinkedIn Content Wins AI Search"

This research is by Meltwater and we have no affiliation with them or this report, this is simply our opinions on the findings*

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

B2B Marketing, B2B Technology, Content Marketing, B2B Content Marketing, B2B Tech Marketing, Trend 7 Media, B2B Content 

Instead of viewing the success of your B2B Tech podcast solely based on the downloads you see every episode, reframe it to measure the quality of conversations you are having and the opportunities generated as a result.

Is 1,000 downloads or an introduction to a new network or new prospect more valuable to your B2B Tech company?

I imagine it's the latter and that's what your podcast can do for your company once you stop thinking of it as another marketing tactic.

Podcasts can help start conversations with customers, industry thought leaders and even potential prospects. The relationships you have with these people strengthen and as a result more opportunities can be generated for everyone's benefit. 

In B2B, people and the connection you have with them is imperative for your success and your podcast is a great way of building these relationships.

These opportunities don't show up neatly on a spreadsheet or in the download metrics but they are what will impact the business.

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

When starting your B2B Tech podcast, it's important not to compare your set up and podcast to the largest shows in the world. You don't have the time to travel the world to record, we can still achieve a high quality conversation, remotely and online.

I mainly opt for remote recordings because you open up your potential conversations and guests to a global audience instead of just people in your local area.

In this episode, I walk through the audio, video and design elements to consider when starting your B2B Tech Podcast!

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

We've seen so much AI content over the last few years in B2B that people are now starting to kick back and say, we don't want this.

The tide looks to be changing which is a positive note for the companies that focus on real conversations and insights, placing importance on people. We've all used AI for efficiency and no blame can go to people for using the tool. I've used it myself in content and I've seen it hasn't performed well or served my audience.

The important thing is to realise what people are saying now and make changes in your content going forward.

Technology like AI has so many advantages and use cases but generating content seems to be one area that humans might still be better at (who would've thought...)

In this episode, I look at what recent updates have triggered this backlash in AI content and also what your B2B Tech company can do to stand out with your content marketing.

Thanks for listening to The 1% Insight and make sure to subscribe or follow so you don't miss an episode!

• Book in a free B2B Tech content marketing review call with me 

• Connect with me on LinkedIn 

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

Selling into highly regulated markets is challenging. The buying committees are sceptical, the procurement is long and trust has to be earned long before a deal ever opens.

Micheál McGrath runs marketing and business development functions at VisibleThread, the RFP software used to win exactly these contracts. His take is to stop treating sales and marketing as the unit. The real unit is many functions working as one.

In this episode we get into how you actually win business in regulated markets, why he's not buying the traffic-decline panic and where content plays a role across the buying journey.

We also cover how to attribute events properly and defend that budget to a CFO.

For B2B tech marketers whose work still stops where sales begins, this is a practical look at running the whole engine as one unit.

Key insights for B2B Tech Marketers:
 → Sales and marketing alignment isn't enough. The real unit is many functions like marketing, sales, CS and product. If they're not all working together, you're at nothing.

 → The best marketers know every sales deal as well as the head of sales does. That visibility is what makes the marketing strategy sharp.

 → Selling into regulated markets means earning trust before the deal opens. Buying committees come in educated and sceptical, so the work happens long before a sales rep is involved. 

→ Attribute events by type, not by first touch. It's very rare someone's first touch is your physical event, so judge customer events on the expansion and renewals that follow six months later. 

• Connect with Micheál on LinkedIn

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Connect with me on LinkedIn 

• Subscribe to our 1% Insight Newsletter 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media! 

If you're marketing a B2B tech company, you've probably watched the influencer conversation grow on LinkedIn and wondered whether any of it applies to you. Chris Peters and Will Beech of Moon at Dawn make the case that it does, but not in the way most tech brands assume.

In this episode we get into why picking creators on "vanity and vibes" is the fastest way to waste budget, why your own customers are your most credible advocates and how peer content is now shaping the answers buyers get from LLMs. 

We also cover how to set up a programme from scratch when you've got nothing in place, how to measure it against the campaigns you already run and what a fully integrated influencer engine looks like twelve months in.

For B2B tech marketers trying to build trust with an out of market audience, this is a practical look at a channel most of your competitors are still getting wrong.

Key insights for B2B Tech Marketers:

→ Influence in B2B goes far beyond content creators. Subject matter experts, academics and key opinion leaders are the under-tapped opportunity while everyone else chases creators.

→ Start with your customers. They already know the product, so they can speak to it more authentically than any paid creator and they'll often do it for free.

→ Peer content is now feeding LLM answers. Getting trusted voices to validate your research and brand directly influences what buyers see when they ask an AI.

→ "Vanity and vibes" selection is a common failure. Build a business case with real signals behind every influencer, not follower counts and gut feel.

→ Activate a cohort, not a single bet. Twelve to fifteen smaller, relevant voices beats betting the house on one big creator.

→ Measure against what you already run. Benchmark an influencer pilot against your existing awareness or lead gen activity.

→ The goal is integration, not a side project. A mature programme runs horizontally through events, content and PR not as an adjacent experiment.

• Connect with Chris on LinkedIn
• Connect with Will on LinkedIn

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing 

• Connect with me on LinkedIn 

• Subscribe to our 1% Insight Newsletter 

• Watch & Subscribe our YouTube Channel 

• Visit our Website 

The 1% Insight is brought to you by Trend 7 Media!