The Tech Marketing Podcast

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The best marketing is creative but deeply analytical. It speaks to known pains and challenges but does so in an unexpected way. 

In this episode, we’re joined by the fascinating Linda Brunner, an experienced chemist turned marketing leader. She offers a wealth of advice for marketers looking to develop themselves and their teams. 

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When people say learn from best-in-class, this episode is the kind of thing they mean: a demand-gen strategy that pulled 200x ROI, $132m pipeline, and 91% net new leads. These are the astounding results you’re about to hear from ServiceNow’s Nghia Karoll. 

Hot-foot from her ANA Keynote session, she talks us through a comprehensive marketing strategy: building brand awareness, staying in tune with customers at each stage of the buying journey, pinpoint alignment with sales – and ultimately driving revenue.

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B2B sales will never be the same again. Today’s buyers (a whopping 22 per account) are younger and, thanks to COVID, accustomed to conducting their own research and buying journeys online. This has decimated traditional sales approaches and made marketing more important than ever. 

 In this episode, we’re joined by Bill Zengel, the man with a front-row seat to the very best B2B marketing around the world, as he marks the trajectory of marketing’s future leaders. 

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With a digital marketing career spanning four decades, David Blackburn has seen a lot of new tech come and go. In this episode, the esteemed Chair of ANA’s B2B Chapter tells us why the key to his evolving career is being ‘chronically curious’ and how he sees AI’s potential to disrupt financial services as much as the internet and mobile did. 

 Plus, if you’re a B2B marketer and didn’t make it to ANA this year, get ready to hear why you really shouldn’t miss it again...

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When was the last time a b2b ad called for an amphitheatre, a swimming pool and A-list green room riders? We need to talk about HR Rockstars, Workday’s 60-second TV spot at this year’s Superbowl. And who better to give us the inside scoop than Erik Petersen, Workday’s Senior Director of Brand and Advertising. 

Listen to this episode for a walkthrough of the production fun, a sign of how far b2b has come, and a lesson in how to extend one great idea throughout the B2B funnel. And of course the big question: was it worth it? Erik shares the stats (spoiler: 4 billion PR impressions).

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A conversation as wide-ranging as Lou Cohen’s experience is deep, this episode almost defies synopsis. As both demand-gen leader for one of the Big Four and digital marketing professor at NYU, Lou brings rich context to b2b’s knottiest topics. He reckons with the challenges around innovating with tech when you’re in a deeply risk-averse business – especially the great unknown that is AI. 

But against all the uncertainty Lou holds fast to the importance of insight: hiring for it, structuring for it and democratising it. Plus, hear how EY have embraced brand-building with their first Superbowl ad – and why he thinks demand-gen demands brand-building first. 

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Worse than dead – irrelevant. The funnel, the SQL/MQL obsession, broad-brush attribution, skimping on brand… according to Google’s Therese Parkes, pretty much everything in b2b tech is a ripe opportunity for overhaul. She comes to this episode armed with the latest Google research, asking CMOs to think bigger about what ‘in-market’ means and why the percentage of buyers in that bucket is bigger than you’ve been told. 

Get stats you can take the board, like this killer: why cutting costs on brand investment is false economy - every $1 you save today will cost you $1.85 to build back in the future.

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Sales and marketing alignment. We all talk about it. Someone’s finally gone and done it. Wrap your ears around this episode where we wrap our heads around a game-changing new commercial model from Jeff Lowe. Yes, SMART Technologies have gone where others fear to tread and smooshed their sales and marketing tribes into one big, happy, customer-focused fam. It’s so simple, but why is it so scary?

Hear Jeff share it all: How changing 235 people's job titles can make things angsty. How long it took before they knew they hadn’t made a huge mistake – and how can you make it actually work in practice?

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Join us for a discussion with CEO of AI in Business, Katie King, to find out how you should be using AI to get ahead - both now and in the future. 

Katie takes us through her journey as an early adopter of AI to where she is now, as well as hitting on some key questions including:

- How do you start AI deployment in your business?
- What's the symbiosis between AI and human creativity? 
- Why are some businesses so cautious about going down the automation route? 
- What core skills do marketers need to develop now? 

Got a burning question we've not answered? 
Email us at: [email protected] and we'll answer your question on the next episode!

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This week we're joined by the former Chief Data Officer of Jaguar Land Rover, Benny Benford, to find some clarity around data. Benny gives us the rundown on: 

- The challenges of being a CDO
- How he really wishes tech marketing and sales would approach a CDO
- The importance of democratising data across your business
- Where CMOs should start the get the most out of their data 

Tune in now!