The 1% Insight

In this episode of The 1% Insight, I sit down with Gerard Gilsenan, Chief Revenue Officer at Fund Recs, an Irish-headquartered B2B tech company who have built a reconciliation and data processing software for the global funds Industry.

We get into why focus is one of the most underrated revenue levers in B2B tech, how trust gets built and broken in regulated industries, what real sales and marketing alignment looks like when both functions share one revenue number, how to build a sales team from scratch when you're the first commercial hire and where AI is genuinely useful in revenue today versus where the hype is.

Key Insights for B2B Tech Marketers:

• Narrow focus beats broad ambition, the companies that grow fastest get really clear on what they do well and who they do it well for
• Trust is the compounding asset in B2B Tech, every bad experience your buyer has had with a previous vendor raises the bar your content and brand have to clear
• The strongest sales and marketing alignment comes from shared goals tied to revenue and pipeline, not from sharing leads
• Attribution will never be perfect, but tracking pipeline generated and revenue closed from specific activity is more honest than chasing lead volume
• ICP alignment between sales and marketing matters more than alignment on tactics, both teams need to be working towards the same type of buyer
• AI's biggest opportunity in revenue is not only efficiency, it's in the quality of capturing what was actually said in a buyer conversation rather than a salesperson's filtered version of it
• Small improvements compound, most teams overestimate what they can do in a day and underestimate what they can build in a year
• Curiosity is the most underrated trait in revenue, the best sellers and marketers are the ones who keep asking better questions

Gerard's 1% Insight comes down to one word: curious. The people who keep getting better are the ones who keep asking better questions, of themselves, their customers and the market.

• Connect with Gerard on LinkedIn
• Learn about Fund Recs

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, Revenue Marketing, Sales and Marketing Alignment, B2B Sales, AI in Sales, Trust in B2B, B2B Strategy, Tech Industry Insights, Demand Generation, B2B Content Strategy, Focus, Revenue Growth

AI is one of the most exciting technologies we've ever had access to and it's changing how B2B tech marketing teams work, build and create content every single day. The productivity gains are massive and the opportunities are endless.

But here's the thing, there has never been more content in the world, and more quantity does not mean more quality. As feeds get flooded with AI generated posts, your prospects are getting sharper about who they actually trust, and in B2B tech where buying committees are weighing six and seven figure decisions, trust is what moves deals forward.

In this episode of The 1% Insight, I walk through three practical ways to build trust through your B2B content in an AI driven world. This is not an anti-AI conversation because AI is a brilliant enabler when used well. 

The point is that the brands winning in 2026 and beyond are the ones combining the speed of AI with something it cannot replicate, and that is real people having real conversations and sharing real insights.

Most of your ICP isn't ready to buy right now but they are forming opinions every single day and the content they consume in those out of market moments is what shapes whether your brand gets shortlisted when they finally enter a buying cycle.

Key insights for B2B Tech Marketers:

• Get real people in your content: Your team, your customers and industry thought leaders are your strongest trust signal, and putting a face to the brand is something AI cannot fake.
• Share unique insights and stories: Sales teams know the objections, operations teams know the product and founders know where the industry is heading, and these perspectives give your prospects something the AI generated average of the internet never will.
• Have more conversations with your customers and industry thought leaders: Case studies remain one of the highest performing content formats in B2B tech, and bringing customers or though leaders onto a podcast deepens the relationship while capturing insights your audience wants to hear.

Follow The 1% Insight on Spotify, Apple Podcasts or YouTube for regular insights on B2B tech content 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! 

Your team is sitting on fantastic insights. Engineering, operations, finance. Every department has expertise and experiences that your prospects genuinely want to hear about and the great news is that you don't need a massive budget or a complicated setup to start getting those insights out there.

In this episode of The 1% Insight, I dive into why team-led content on LinkedIn is becoming one of the biggest opportunities in B2B tech marketing right now and how it works best when it runs alongside your brand account, not instead of it.

Both channels play a crucial role, and the companies that figure out how to get them working together are the ones that are going to build serious trust and mental availability with their target market over time.

Most of your prospects aren't making a buying decision today, but they are forming opinions every single day. Personal LinkedIn pages are consistently outperforming brand accounts when it comes to reach and engagement. 

That doesn't mean the brand account isn't important, it absolutely is. But when your team members are also sharing valuable, relevant content through their own personal brands, it creates a content ecosystem where prospects are landing on your company from multiple angles. That's a powerful position to be in.

I run through a practical framework you can start implementing straight away, from getting buy-in across departments, to recording insights in a simple conversational format, to building a content calendar that keeps things consistent without putting the heavy lifting on non-marketers.

Key insights for B2B Tech Marketers:

• Personal LinkedIn pages are gathering significantly more engagement than brand accounts. People connect with people more than they connect with logos and that creates a brilliant opportunity for your team to extend your brand's reach.
• Brand content and team-led content work best together. This isn't about choosing one over the other. It's about creating an ecosystem where both channels reinforce each other and increase your chances of being in front of the right prospects at the right time.
• You don't need a podcast to get started. A simple recorded conversation with a team member, focused on the problems your ICP faces, gives you a fantastic bank of insights to repurpose across short-form video and text.
• The secret to making this work long term is building a system. A content calendar, captions written in each person's tone of voice and an easy approval workflow makes it frictionless for your team to stay consistent.
• Frame every piece of content around solving real problems for your ICP. Your team's unique expertise and insights are a genuine differentiator and that is what will set your company apart.

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 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