In this episode of The 1% Insight, I sit down with Guntram Friede, VP of Marketing at Celonis and investor in B2B Tech startups, to explore how B2B Tech Marketing teams can drive measurable revenue impact.

What You'll Learn:

The Revenue Marketing Fundamentals

Guntram shares his journey from implementing CRM systems to leading marketing at one of Europe's largest tech companies, revealing how early exposure to sales operations shaped his revenue-first approach. He explains the critical shift from focusing solely on lead generation metrics to measuring what truly matters such as closed-won revenue.

The Bow Tie Model: Beyond the Traditional Funnel

Discover why the traditional marketing funnel is incomplete. Guntram introduces the bow tie framework, which extends marketing's responsibility beyond deal closure to include customer expansion, renewal and advocacy. Learn how this approach positions marketing as a strategic partner across the entire customer lifecycle.

Escaping Common B2B Marketing Traps

We discuss the pitfalls that prevent marketing teams from driving revenue, including the lead quality versus volume scenario, how content commoditisation undermines buyer trust, why gating content is outdated and the importance of data unification across your revenue operations stack.

The Brand and Demand Balance

Guntram challenges the traditional separation between brand and revenue marketing, explaining how to integrate brand thinking into every campaign and tactic. Learn why brand matters even in late-stage opportunities and how to maintain consistent messaging throughout the customer journey.

Practical Tactics for Different Buying Stages 

For out-of-market buyers, Guntram emphasises building trust through communities and education rather than product pitches. For in-market opportunities, he shares how marketing can assist sales teams through account-based approaches, executive briefings and enabling internal champions.

Internal Storytelling and Asset Utilisation 

Marketing teams must visualise their impact for sales leaders, ensure customer success stories are accessible to business development teams and avoid creating expensive assets that go unused in actual sales conversations.

Key Takeaway:

Guntram's 1% Insight centres on two principles: be relevant and create urgency. Whether communicating externally with prospects or internally with sales teams, cutting through the noise with a clear signal is what separates effective revenue marketing from traditional demand generation.

• Connect with Guntram 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! 

In this week’s episode of The 1% Insight, host Jack Regan sits down with Joel Harrison, a veteran in the B2B Marketing space with over 20 years of experience shaping the industry.

Joel co-founded B2B Marketing in 2004 and has been instrumental in establishing key industry communities & events including the Propolis community, B2B Marketing Awards, B2B Ignite, and the Global ABM Conference.

He currently hosts the Trust & Influence in B2B podcast and can be regularly seen on stages across the globe as a keynote speaker and industry commentator. 

Why Trust Matters More Than Ever

Joel explains how trust has become increasingly critical in today's B2B landscape. Several factors have converged to make trust essential: growing societal cynicism, the diminishing authority of traditional media sources, increased market noise, and the proliferation of AI-generated content.

Marketing teams must now work harder than ever to cut through the noise and build genuine relationships with their audiences. 

Joel identifies three interconnected pillars that B2B organisations should focus on: Thought Leadership, Influencer Marketing & Advocacy.

Key Insights for B2B Tech Marketers 

• Trust is a defining challenge for B2B marketers in 2026 due to increased cynicism, market noise, and AI-generated content.
• Thought leadership must demonstrate impact throughout the entire buyer journey, not just at the top.
• B2B influencer marketing includes your team, industry experts, and journalists not just paid promoters.
• Customer advocacy is vastly underutilised, move beyond case studies to operationalise customer voices.
• Consistency over time beats complex tactics, simple, sustained efforts deliver better results. 

This is a great episode for B2B Tech Marketers who are searching for the 1% changes that can make a huge difference over time.

• Connect with Joel on LinkedIn 

• Learn about Joel’s work, podcast & more: Learn more

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 

This week on The 1% Insight, we welcome Maurice Lawlor, Head of Enterprise Sales at Prerender.io, for an in-depth conversation about creating harmony between marketing and sales functions to fuel long-term business success in the B2B Tech sector.

Maurice examines how buyer behaviour has transformed, with decision-makers now preferring to research solutions independently before initiating contact with vendors. He discusses why establishing a presence across diverse channels from search to social media to LLMs has become fundamental to engaging prospects during their research phase.

Maurice advocates for centring your communications around the specific challenges your technology addresses, using real customer experiences to demonstrate value and establish credibility with your target market.

Key Insights for B2B Tech Marketers:

• Today's B2B Buyers complete substantial research autonomously, requiring marketers to maintain visibility across multiple digital touchpoints
• Problem-centric storytelling that showcases customer outcomes proves more effective than technical feature lists
• Placing both functions under common leadership reduces friction and ensures teams pursue aligned objectives
• Long-term success depends on understanding your customers' problems and maintaining consistency in strategy execution
• Establishing common performance indicators across departments eliminates territorial boundaries and strengthens revenue-focused collaboration

The episode emphasises that enduring business growth flows from deep customer understanding combined with disciplined, repeatable execution. If your organisation faces challenges with prospect handoffs, conflicting team priorities, or fragmented customer communications, you'll find practical frameworks for building a more unified and effective revenue engine.

• Connect with Maurice on LinkedIn
• Learn about Prerender.io

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

How do you market cutting-edge technology when your audience is still learning what they need? In this episode, Rosemary Wynne, Head of Marketing at EZO, reveals what it takes to build awareness and trust in Ireland's EV charging market.

Rosemary walks us through her transition from digital strategy to leading the marketing for one of Ireland's leading EV infrastructure companies. She opens up about the real challenges of rebranding in a fast-moving industry and shares how EZO navigates the delicate balance between technical B2B marketing and consumer education.

What you'll learn:

• Dual-market strategies for serving both business clients and end consumers
• Why integrating digital and physical infrastructure matters for user experience
• How behavioural shifts drive EV adoption more than technology alone
• Practical applications of AI in B2B marketing for technical products

This episode delivers actionable insights for B2B tech marketers navigating complex product launches, managing rebrands in evolving markets, or building trust around transformative technology.

Essential listening for marketing leaders in technical industries looking to bridge the gap between innovation and adoption.

• Connect with Rosemary on LinkedIn
• Learn about EZO

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

How your B2B Tech Podcast can support your sales efforts during long sales cycles!

1. Engage Buyers

A podcast can help keep prospects and buyers engaged with your brand throughout their journey.

Easy to access content that they find valuable, keeping your company top of mind.

2. Appeal to buying committees

Chances are there will be more than 1 person you need to get approval from when selling your B2B Tech Product/Service.

Having different podcast episodes to appeal to and engage different buyer personas can support your sales efforts by winning over the majority of their buying committee before they even have a demo with your team.

3. Builds Trust

Showcase expertise + thought leadership by going in-depth on topics about your industry, product features, the challenges your customers face, the future of your industry & client success stories.

Making your company a trusted option when they are ready to buy. 

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

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