The Tech Marketing Podcast

Have a great point of view to add? Send us a text with your thoughts!

If you're looking to build trust with your customers, this is the episode for you. Today Jon Busby and Harry Radcliffe are joined by fellow podcast host of Niche Pursuits, Jared Bauman. 

 This conversation dives into how you can make the most of your online ecosystems, and how you can use trust signals to grow brand affinity. 

 We cover topics including:

• Why building trust signals is as good for your business as it is for Google
• The impact that brand perception and trust signals have on marketing ROI
• Focusing on engagement metrics is more important than ever before

 Listen now, wherever you get your podcasts.

Have a great point of view to add? Send us a text with your thoughts!

Andy Barraclough, Head of Marketing for UK and Ireland at SAP,  joins us on the sofa for this week's episode of The Tech Marketing Podcast. Our host and CTO, Jon Busby is also joined by Claire Davidson - Twogethers Executive Strategy Director. 

This episode is chock full of insights from Andy's extensive career - the kind of episode where it's near impossible to choose your favourite snippet. 

We discuss topics including:

• The impact of the changing B2B buyer journey on marketing
• What the optimal position is for regional vs global marketing teams
• How marketers should be communicating both internally and externally

There are so many more key moments to this episode. So grab a cuppa, and put a few moments aside to tune in.

Have a great point of view to add? Send us a text with your thoughts!

Drive change; own your data challenges. 

This week, we're bringing you a special episode as we're joined by two of our own; John Breedon, Director of DataOps & Performance and Seb Tyack, Managing Director of Channel Solutions. 

We discuss owning your channel data strategy, and how you can get your data to do the heavy lifting to supercharge your channel success. 

• Why is data a key part of channel success? 
• As a vendor, what data should you be prioritising?
• How to tell if your programs are performing for your channel?

And so many more insightful topics beyond these questions too. 

Have a great point of view to add? Send us a text with your thoughts!

This week, we're joined on the podcast by Chelsea Gaspard, Director of AMS Enterprise at Veritas and our Executive Client Director, Minaz Tejani. 

Today we dive into the marketing/sales dynamic. 

What exactly do sales want from marketing? Are marketers trying to give them too much? How do you elevate your relationship with sales to be more strategic? 

Tune in now to find out. 

Have a great point of view to add? Send us a text with your thoughts!

Aspiring CMOs, listen up! This podcast episode will be the most valuable content you consume this week. 

Join host Jon Busby and guest Siew Ting Foo, Global Head of Brand and Insights at HP, for an episode jam-packed with insights. Hear about Siew Ting's journey from CPG to B2B and the key learnings she's made along the way.

Frankly, this is a fascinating conversation, touching on so many essential lessons for aspiring CMOs including:

• Marketing's new role within the broader organisation
• How to lead from the front and back of an organisation 
• Justifying brand investment in B2B 

Tune in now, wherever you get your podcasts:

Have a great point of view to add? Send us a text with your thoughts!

This episode sees James Houselander, Director of EMEA Marketing for HPE Aruba Networking, on the mic for a journey into marketing effectiveness. 

The buzzword of this episode is opportunity. Whether you're working in a large or small organisation, how can you harness the opportunities presented and make an impact?

With 95% of HPE Aruba Networking's business going through the channel, there are also some brilliant insights into how James utilises their partner ecosystem in his broader marketing strategy.

In this episode, we dig down into the details of:

• Being agile in a small vs large organisation 
• Justifying risk to create new opportunities
• Changing perceptions of marketing across the business - especially with Sales.

Tune in now, wherever you get your podcasts.

Have a great point of view to add? Send us a text with your thoughts!

Are you applying a sustainable mindset to your media practices?

If not, the time to start is most definitely now. 

Abigail Borsberry, Head of Audience at Encore, joins us on The Tech Marketing Podcast to discuss how to do just that. 

Sustainability in marketing isn't just about the content created or having a circular business model. Marketers must now also think further to the 'scope 3' aspects to their work, like the adtech they're using. 

On this episode, we dig down into the details of  

• Measuring emissions associated with marketing campaigns 
• How to build a campaign that is more sustainable
• Why you must start measuring your outputs asap.

Tune in now, wherever you get your podcasts:

Have a great point of view to add? Send us a text with your thoughts!

This week we're joined by Beth Redpath Katz, Global Director of Integrated Demand at VMware. Beth has worked on some fascinating projects. 

This episode, she walks us through how VMware transformed a legacy Salesforce system, incorporating machine learning AI and diverse data sources to achieve near-automated delivery of pre-forecast opportunities to the sales team. 

Yeah, we weren't joking. This is a real insight into the clever ways AI can be adopted.

And if that weren't enough, we also touch on:

• The biggest mistakes execs make when introducing new tech
• Why marketers should nurture their data-driven mindset

See the AI research mentioned by Beth here: https://www.salesforce.com/news/stories/generative-ai-statistics/#:~:text=39%25%20of%20marketers%20don%27t,yet%20provide%20generative%20AI%20training.

Tune in now, wherever you get your podcasts. 

Have a great point of view to add? Send us a text with your thoughts!

This week on the podcast we have a round-up from Twogether and Foundry’s recent event, looking at how to develop an actionable framework for Generative AI initiatives.

We're joined by Susi O'Neill, Head of Brand Content at Kaspersky and Matt Egan, Global Editorial Director, Foundry to go into some of the key discussion points including:

- A review of the general feeling around AI in B2B marketing
- How AI is changing content creation and consumption
- A run-through of the Open AI saga with Sam Altman

Have a great point of view to add? Send us a text with your thoughts!

This podcast delves into the case study for  “Broaden Your Horizons”,  silver winner of ‘Best Channel Marketing Initiative’ at the B2B Marketing Awards 2023. 

We're joined by the delightful Wilhelm Frank, Commercial Marketing Director EMEA, at Lenovo to talk through what really differentiated this campaign to make it special.