The Tech Marketing Podcast

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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.

In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.

Join us for an exciting episode with CCO, Jeff Lowe, and CFO, Roula Nasser, of SMART Technologies. They reveal how they shattered silos across their organisation by moving to a Unified Commerical Engine model.

In Season 1 of The Masters of B2B Marketing, we explored the introduction of the UCE with Jeff. Now, another year in, we hear updates on the effectiveness of the UCE, as well as crucial insights from a CFO's point of view.

Listen to Jeff's episode in Season 1 of The Masters of B2B Marketing.

Check out the full series on YouTube now.

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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers. 

In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.

Deena Piquion, Xerox’s Chief Growth and Disruption Officer, reveals the company’s daring transformation from a print-centric titan to a cutting-edge, software-led powerhouse.

Plus, Deena shares the leadership secrets behind this massive change: empowerment, empathy, and a dash of enjoyment.

Check out the full series on YouTube now: https://youtube.com/playlist?list=PLG1xOLKoYmhEmc2f-XDLG7eeXd4p9BE6Y&feature=shared

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How generative AI is redefining partner strategies

This week, on The Tech Marketing Podcast, Jon is joined by Patty Grow, most recently Head of Americas Partner Marketing at AWS, to delve into her vast expertise in channel marketing and explore how Generative AI can revolutionise the channel. In addition, we welcome back Amanda Fitzgerald, Head of Global Distribution and Marketing as they discuss preparing partners to harness the power of Gen AI. 

You can expect hear in this weeks episode:

• Defining what Gen AI is and what it means to different people.
• How AI can help support partners with leveraging data for insights.
• The unique value partners bring to both vendors and customers.

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• 'Content influenced revenue' and how Sage measures the impact of content on sales.
• How to distinguish your brand through your content strategy
• Consistent customer-centric storytelling to enhance emotional resonance.

Listen now, wherever you get your podcasts!

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Jon Busby and Minaz Tejani are joined by Nickie McDade, Marketing Director of Account Based Marketing (ABM) at the London Stock Exchange Group. 

They explore how creativity and customer insights intersect to shape effective ABM strategies, Nickie's career journey and how her background in customer experience (CX) and user experience (UX) informs her approach to ABM. 

The conversation highlights the balance between personalization and privacy, emphasizing the importance of memorable, human-centric experiences. They also discuss how brand presence and demand generation converge within ABM, enhancing marketing efforts.

Tune in now!

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On this week's podcast, we're joined by James Houselander, Director EMEA Marketing HPE Aruba Networking and Amanda Fitzgerald, Head of Global Distribution and Marketing, as they discuss unlocking the value of strategic partnerships.

The inclusion of partners throughout your programme not only strengthens those partnerships, but it also empowers those marketeers to truly become ambassadors for your brand.

Tune in and listen as we expand on this strategic insight, and others including:

• Is it possible to have full visibility on MDF spends?
• Encouraging marketing to become advisors of sales in order to better align those teams.
• The importance of having a value proposition outlined to partners in order to foster new relationships. 

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 Today, we're joined by Lisa Gilbert, VP Global Marketing, Kyndryl and Ari Sheinkin, VP Global Demand, IBM. 

The episode focuses on the new evolution of marketing: incentivising field marketers. Rarely spoken about, and even more infrequently executed. So, Lisa, Ari - welcome to the podcast! 

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How to get partners to become ambassadors for your product.

Join this week's podcast alongside Shannon McCarty-Caplan, Director of Sales and Chief of Staff at Red Hat and Amanda Fitzgerald, Head of Global Distribution and Marketing. Shannon's impressive career and passion for product marketing.

 Listen in to hear more about: 

• The importance of engaging product marketers with partners early in a GTM strategy
• Truly understanding the role of each partner to enable them to drive their own product marketing 
•  Benefits of transparency when it comes to product and partner marketing 

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How can you leverage your data to make informed marketing decisions?

Join Tony Condi, Sr Director of Global Portfolio and Brand Marketing at Zebra Technologies on the podcast this week. With a fascinating career trajectory, Tony shares his experiences and strategies from his direct mail roots to harnessing the power of big data in today's digital age.

This episode delves deep into how a data-driven approach not only optimizes your marketing budget but also ensures that every dollar spent is an investment towards measurable success.

Tune in now, wherever you get your podcasts! 

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Unlock the Secrets to Successful B2B Partnerships and Growth

In this episode of the Tech Marketing Podcast, host Jon Busby is joined by Ashley Eikenberry, Director of Global Alliances and Channel Marketing at ServiceNow.

With a storied career spanning high-growth companies like Sun Microsystems, NetApp, MuleSoft, and ServiceNow, Ashley shares her rich experiences and the key to forging successful partnerships in the tech industry.

Key topics covered in this episode include:

• How to identify high-growth and valuable partnership opportunities
• Establishing the balance between people, process, and partners
• Why flexibility is so key to success when it comes to partner success

Tune in now, wherever you get your podcasts: