Most B2B tech vendors focus solely on their sales process, perfecting demos and refining proposals. But recent research reveals a stark reality: if you're not on the buyer's shortlist from day one, you've likely already lost the deal.

In this episode of The 1% Insight, host Jack Regan examines why the vast majority of winning vendors are present on the initial shortlist before formal procurement even begins. The conversation centres on a fundamental shift in B2B buying behaviour: decisions are largely made before your sales team ever gets involved.

What you'll learn:

Jack breaks down how to build genuine discoverability in crowded markets, moving beyond traditional lead generation tactics. You'll discover why answering buyers' actual questions rather than promoting features creates the foundation for trust and credibility.

The episode explores how consistent presence across the channels your buyers actually use builds the familiarity that puts you on their radar. Jack discusses practical approaches to creating educational content that positions your company as a knowledgeable guide, not just another solution provider searching for attention.

You'll also learn how category-level content can establish your brand as a thought leader, challenging conventional thinking and shaping how buyers understand their problems before they're ready to evaluate solutions.

Who this is for:

B2B tech marketers responsible for demand generation, content strategy, and pipeline growth will find actionable frameworks for earning their place in early buying conversations.

Reference:  Statistic Source: (6Sense, 2025 Buyer Experience Report)

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!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

In this episode of "The 1% Insight" podcast, we delve into the dynamic world of smart building technology and B2B tech marketing alongside Gemma Kerley, Group Marketing Manager at Hereworks and McKeon Group. Gemma shares her journey from digital marketing to leading innovative strategies in the smart building sector.

Key Insights for B2B Tech Marketers:

• The Power of Events: Learn why both specialist industry gatherings and major conferences remain vital for fostering authentic relationships and accelerating business development.
• Answer Engine Optimisation: Explore the shifting dynamics of B2B tech marketing and the importance of adapting strategies for AI-powered customer engagement.
• AI in Marketing: Understand how artificial intelligence is fundamentally changing customer interactions whilst maintaining the indispensable human element in effective marketing approaches.

This episode delivers practical wisdom for professionals navigating smart technology challenges or refining their marketing methodologies in today's evolving B2B tech landscape.

• Connect with Gemma on LinkedIn
• Learn about Hereworks & McKeon Group

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!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

Netflix is making a play for video podcasts with multi-year licensing deals. Should B2B tech marketers pay attention, or is YouTube still the clear winner?

In this episode of The 1% Insight podcast, host Jack Regan breaks down why YouTube remains the dominant platform for B2B video content and what Netflix's entry means for your marketing strategy.

What You'll Learn & Why YouTube is still the best for B2B Tech Video Podcasts:

• Distribution at Scale: YouTube is one of the largest search engines. No subscription walls to watch videos, no friction, just immediate access to your target audience.
• SEO That Actually Works: Google prioritizes YouTube content in search results. Your videos don't just live on a platform; they become discoverable assets that drive long-term traffic.
• Where Your Audience Already Is: B2B buyers are actively searching YouTube for product demos, webinars, and technical content. You're meeting them where they're already looking for answers.
• Analytics That Drive Decisions: YouTube Creator Studio gives you granular data on watch time, traffic sources, and audience demographics. Use real insights to optimize your content strategy.
• Format Flexibility: Whether it's long-form thought leadership or bite-sized Shorts, YouTube supports the full spectrum of content formats your audience expects.

If you're planning your 2026 B2B Content Marketing strategy, this episode will help you make smarter platform decisions.

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!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

In this episode of The 1% Insight, Shree Magdani, Marketing Manager at TAMI, shares her insights on thriving in the fast-paced world of B2B tech marketing. 

Discover how to stay agile in a changing landscape by embracing innovative strategies and leveraging AI for superior lead generation. Shree discusses the transition from lead generation to demand generation, offering practical tips on how to personalise your marketing efforts and engage your target audience effectively.

Learn how to harness the power of creativity and data-driven insights to differentiate your brand and drive growth. Whether you're looking to refine your marketing strategy or explore new avenues for engagement, this episode provides actionable advice to help you succeed in 2025 and beyond. 

Tune in for Shree's 1% Insights that can elevate your B2B Tech marketing approach and give you a competitive edge.

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!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

In this episode of The 1% Insight, we delve into the world of B2B Tech Marketing with Gearoid Buckley, a seasoned marketing leader with a wealth of experience from his time at LinkedIn and other brands. Gearoid shares his journey from West Cork to becoming a pivotal figure in LinkedIn's international growth marketing, offering invaluable insights for B2B tech marketers looking to scale their brands.

Key Insights:

1. Strategic Clarity: Gearoid emphasises the critical importance of having a clear strategy. He shares how defining what not to do is as crucial as outlining what to focus on, ensuring that marketing efforts are aligned with business goals.
2. Measurement and Context: Discover how Gearoid uses a scorecard approach to contextualise marketing performance, ensuring that metrics are not just numbers but part of a broader narrative that drives decision-making.
3. Customer Understanding: Gearoid highlights the necessity of truly understanding your customer, moving beyond assumptions to deliver real value and drive engagement.
4. Long-term vs Short-term Tactics: Learn about the balance between immediate revenue-generating activities and long-term brand-building strategies.
5. Always Be Testing: Gearoid advocates for continuous testing and validation, sharing how simple changes can lead to significant improvements in conversion rates and overall marketing effectiveness.
   
   Join us as Gearoid Buckley shares his 1% insights, offering practical advice and strategic wisdom for B2B tech marketers aiming to elevate their brand and achieve sustainable growth.
   
   Tune in to gain actionable insights and learn how to navigate the evolving landscape of B2B tech marketing.

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!

Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

In this episode of The 1% Insight, we delve into the critical importance of engaging Millennial and Gen Z buyers in the B2B technology sector. As these demographics increasingly dominate decision-making roles, understanding their unique buying behaviours is essential for safeguarding future revenue streams.

Key Points:

• Demographic Shift: In 2025, Millennials and Gen Z comprise the majority of decision-makers in large B2B transactions. Ignoring their preferences could mean missing out on significant revenue opportunities.
• Digital-First Approach: Unlike previous generations, these buyers conduct extensive independent research online, often bypassing traditional sales channels. Companies must ensure their digital presence is robust and engaging.
• Content Strategy: Effective content marketing is crucial. Providing valuable, consistent content across multiple channels can position your brand as a trusted resource, influencing buyers' decisions.
• Omnichannel Engagement: Combining digital content with in-person events creates a comprehensive strategy that meets buyers where they are, enhancing brand visibility and trust.
• Data Utilisation: Leveraging data from digital interactions can inform personalised marketing strategies, bridging the gap between marketing and sales.

Conclusion:

To remain competitive, B2B technology companies must adapt their marketing strategies to align with the expectations of younger, digital-savvy buyers. Consistency, value, and strategic content distribution are key to capturing their attention and securing future revenue.

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!

Keywords: B2B technology marketing, Millennial buyers, Gen Z buyers, digital-first strategy, content marketing, omnichannel engagement, buyer behaviour, revenue risk, decision-makers, marketing strategy.

Welcome to another episode of The 1% Insight, where we delve into the world of B2B technology marketing. Join host Jack Regan as he uncovers the power of B2B Tech Podcasts in transforming long sales cycles into opportunities for engagement, influence, and trust-building.

Summary:

• Engage B2B Tech Buyers: In this episode, we explore how B2B technology podcasts can effectively engage prospects during long sales cycles. By providing valuable content, these podcasts keep your brand top of mind without the pressure of direct sales interactions.
• Appeal to the B2B Buying Committee: Discover strategies for tailoring podcast content to address the diverse needs of stakeholders within a buying committee. By creating episodes that speak directly to different personas, you can effectively communicate your value proposition and influence decision-making.
• Build Trust & Authority: Learn how featuring customer testimonials and industry experts on your podcast can enhance your brand's credibility. By consistently delivering insightful content, you position your company as a trusted advisor, increasing the likelihood of being the preferred choice when prospects are ready to purchase.

Key Points:

• Understanding Long Sales Cycles: B2B technology sales cycles can span long periods of time, making it crucial to maintain engagement with prospects who are not always in direct contact with your sales team.
• Content Repurposing: Leverage podcast content across multiple channels, such as newsletters, blogs, and social media, to maximise reach and engagement.

Conclusion:

A well-executed B2B technology podcast not only supports your sales efforts but also positions your brand as a trusted advisor in the industry. By consistently delivering valuable content, you can influence buying decisions and ensure your company remains the preferred choice when prospects are ready to make a purchase.

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!

Keywords: B2B technology marketing, sales cycles, podcast engagement, content marketing, buyer personas, trust building, authority, content repurposing.

In this episode, I bring you a concise yet insight-packed breakdown of three of the most talked-about keynotes from Dublin Tech Summit 2025, all through a B2B technology and marketing lens.

Whether you're a tech leader navigating the AI revolution, or a marketer rewriting your go-to-market strategy, this episode will give you the edge. From OpenAI’s global AI outlook to Anthropic’s ethical stance, and a deep dive into how HubSpot and others see B2B MarTech evolving, this is your debrief on where the industry is heading.

🔑 What you’ll learn in this episode:

1. Scaling AI for Global Impact
   • Insights from Sarah Friar (OpenAI) on the economic and infrastructure demands of AI
   • Why Ireland is uniquely positioned for AI-driven growth
   • The importance of partnerships, hardware, and developer ecosystems
   • The multi-billion dollar reality of building enterprise-grade AI solutions
2. Building the Next Generation of European AI Innovation
   • Why we’re in a digital renaissance and how startups can stay agile
   • How companies like Intercom and Anthropic are approaching AI integration
   • Navigating regulation (like the EU AI Act) while maintaining innovation
   • Why automating tasks (not jobs) is the realistic, ethical approach
3. The Next-Gen MarTech Playbook for B2B
   • How AI is redefining the B2B Buying Journey: from linear funnels to multi-threaded research
   • What LLM optimisation is and why it matters to content visibility
   • The rise of Agentic AI, dynamic websites, and personalised experiences at scale
   • The end of third-party cookies and the rise of first-party data
   • Why context is powerful and why marketers must act like orchestrators, not soloists

💡 If you’re in B2B tech or marketing, this episode will help you cut through the noise and understand the strategic shifts shaping the next 12–24 months of growth, personalisation, and competitive advantage.

If you're in B2B Tech, this is for you:

I’ve created a free resource called "Build a B2B Tech Content Strategy That Fuels Your Pipeline", a value-packed 35-minute video and PDF guide that shows how B2B tech companies can turn content into pipeline and demand using social media and podcast marketing.

Actionable insights built for modern B2B marketing.

• Access it free today: https://www.trend7m.com/b2btech

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

#B2B #b2bmarketing #marketing #contentmarketing #b2bsales #marketingstrategy #technology #b2btech

The B2B Buying Journey has changed. Has your content strategy?

Modern B2B buyers don’t want to be sold to, they want to be empowered. They’re educating themselves on LinkedIn, listening to podcasts on their commute, and seeking trusted sources before ever talking to sales.

What You’ll Learn:
✅ Why content-led growth is outperforming outdated marketing approaches
✅ How to build a full-funnel strategy mapped to the actual B2B buying journey
✅ Where your buyers actually are, and how to meet them there with the right content
✅ What to track (and what to ignore) when it comes to content KPIs
✅ How to scale content without overwhelming your team
✅ How to turn one podcast episode into an entire content engine
✅ The signals that show your content is truly moving pipeline

This Series is For You If:

• You’re a marketer at a B2B tech company looking to link content to pipeline
• You want to move from reactive content creation to strategic execution
• You need buy-in from leadership and sales to invest in content
• You’re tired of chasing impressions and want to drive results that convert

Access Today for Free: https://www.trend7m.com/b2btech 

Join Jack Regan in this episode of The 1% Insight as he sits down with Stephen Wilson Downey, the co-founder and CEO of Spéire. From his beginnings in culinary studies to now leading a cutting-edge digital marketing agency, Stephen takes us on his inspiring journey of entrepreneurship and innovation.

Insights:

• Diverse experiences, like Stephen’s journey from culinary arts to digital marketing, can shape innovative career paths.
• Building strong relationships fosters business success and long-term customer loyalty.
• Effective marketing starts with deeply understanding customer needs.
• Defining what a conversion means is essential for measuring campaign success.
• Organic SEO is a rising priority in digital marketing strategies.
• AI has the potential to enhance efficiency but must be used thoughtfully and responsibly.
• Experimentation is key to discovering the best marketing approaches.
• Clear insights into costs and returns are critical for impactful marketing.
• The future of marketing lies in AI and data-driven strategies.
• Adopting a conversion-focused mindset leads to more streamlined and effective campaigns.

Discover the secrets behind Spéire's success, including the art of building strong business relationships, putting customers first, and driving real results in marketing. Plus, don’t miss their deep dive into how AI is transforming marketing strategies and streamlining operations in today’s competitive landscape.

Packed with practical advice and forward-thinking ideas, this episode is a must-listen for anyone looking to stay ahead in the world of Marketing.

The 1% Insight is brought to you by Trend 7 Media, learn how they are Building The B2B Tech Brands of The Future: https://www.trend7m.com/