We’re joined by Mikael Dia, founder and CEO of Funnelytics, a visual journey mapping tool built to help marketers optimize conversions and better communicate strategy. Mikael shares how the rise of multi-touch, non-linear customer journeys inspired Funnelytics, and how the platform goes far beyond funnel mapping to uncover what drives results. We explore how marketers are using visualization to align teams, boost performance, and turn complex data into clear, actionable insights. About Funnelyti...
Aug 01, 2025•27 min•Ep. 123
We welcome back Joel Harrison , founder of B2B Marketing and a leading voice in the industry. Four years after his last appearance, Joel shares how B2B marketing has evolved – impacted by COVID, political tensions, AI, and tariffs. From the lasting power of podcasts to the shifting balance between brand and performance marketing, he explores the rise of human-centric strategies in B2B, the real impact of AI on MarTech, and why trust, influence, and advocacy are emerging as the new pillars of mar...
Jul 23, 2025•27 min•Ep. 122
Alex Alexin , Head of Demand Generation at Insightful , shares how she found her way into marketing and ultimately into demand gen. She unpacks what demand generation really means today, beyond leads, and why data, analytics, and operations are at the core of effective strategy. Learn how Insightful uses behavioral insights to refine personas, the evolving role of employee productivity tools, and how aligning sales and marketing on metrics drives better outcomes. Alex also shares a standout camp...
Jul 10, 2025•27 min•Ep. 121
Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com, an A/B testing tool, joins the podcast to explore the world of B2B marketing and conversion rate optimization. Eddie highlights how Convert.com is carving out a distinct space in the A/B testing world, emphasizes the challenges B2B marketers face, particularly around internal bureaucracy and slower adoption of testing strategies, and why agility remains a key differentiator. Mike and Eddie discuss the critical role of cu...
Jul 01, 2025•28 min•Ep. 120
Mark Wheeler , CMO of Storyblok , shares insights into how Storyblock differentiates itself from other headless CMS providers, discusses the shift from traditional search to AI search, and how an API-first approach can enhance content visibility in the age of generative AI. He offers valuable advice for marketers, encouraging them to focus on personalization and to be ambitious in their campaigns. He also advised those starting their marketing careers to embrace failure as a learning opportunity...
Jun 23, 2025•28 min•Ep. 119
Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales. They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial. Lars explains how Dreamdata addresses the challenge of data overload in B2B marketing by building robust da...
Jun 11, 2025•31 min•Ep. 118
Emeric Ernoult , Co-Founder and CEO of Agorapulse , talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms. He encourages B2B marketers to focus on providing value through educational and entertaining content and offers practical advice for leveraging team members and influe...
Jun 02, 2025•33 min•Ep. 117
Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies. He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution. He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consiste...
May 21, 2025•28 min•Ep. 116
Riaz Kanani, CEO and founder of Radiate B2B returns to the podcast to discuss the evolving landscape of B2B marketing. Mike and Riaz explore the shift in buyer behaviour, the rise of account-based marketing (ABM), and the importance of intent data in driving effective campaigns. Riaz shares insights on common mistakes in ABM strategies and highlights the role of AI in shaping the future of marketing. About Radiate B2B Radiate B2B is a B2B advertising and intent data platform that helps companies...
May 12, 2025•26 min•Ep. 115
Ganesh Chithambalam , Co-founder at Recotap , explores how account-based marketing is evolving and discussed the challenges marketers face when it comes to effectively marketing their products. Learn how Recotap is enhancing ABM by using LinkedIn as a high impact advertising platform and empowering smaller SaaS companies to run personalised campaigns. Ganesh also unpacks key topics such as understanding buyer intent, avoiding common pitfalls in traditional ABM strategies, and creating messaging ...
May 06, 2025•21 min•Ep. 114
Empowering Marketers with AI – Sam Mallikarjunan – agent.ai Discover how Sam Mallikarjunan , Growth Lead at agent.ai transitioned from being an AI skeptic to an advocate, and learn about the innovative platform that allows anyone to build and customize AI agents, regardless of their technical skills. Mike and Sam explore what AI agents are, share real-world examples of how marketers can use them for tasks like research and content creation, and discuss how AI is reshaping the future of marketing...
Apr 30, 2025•28 min•Ep. 113
Francesco D’Orazio , founder of audience intelligence platform Pulsar , joins the latest episode of Marketing B2B Tech to share his journey from studying the internet's impact on society to founding Pulsar, a company that helps brands understand how people engage online. He dives into the challenges of navigating the fragmented media landscape and how AI has become a crucial tool for analysing diverse data sources. Francesco also emphasises the importance of understanding narratives and public p...
Apr 14, 2025•28 min•Ep. 112
In the next episode of our marketing professionals series, Gurmeet Dhaliwal, Head of Corporate Marketing and Investor Relations at Diodes Incorporated, shares his journey from engineering to marketing, and Diodes' approach to enhancing brand awareness, generating demand, and building strong customer relationships. He offers valuable insights on how to effectively market to engineers, strike the right balance between bottom-of-the-funnel tactics and top-of-the-funnel branding, and emphasizes the ...
Apr 03, 2025•32 min•Ep. 111
James McCann, CEO of Everhaze, an all-in-one PR platform, shares insights into the challenges PR professionals face today, particularly in proving ROI and managing media relations in a digital world. He discusses how Everhaze aims to transform PR into actionable business intelligence, helping brands and agencies demonstrate the true value of their efforts. James and Mike discuss on the role of AI in PR, the importance of building relationships with journalists, and the future of the industry as ...
Mar 25, 2025•27 min•Ep. 110
Mike is joined by David Nelson, Co-Founder and CEO of Limelight Inc, to discuss programmatic advertising. David shares insights from his career, starting in the insurance industry and transitioning into digital marketing and ad tech. He explains how Limelight operates as a programmatic advertising trading platform, connecting publishers and advertisers. David also highlights the unique challenges marketers face in the programmatic landscape and how Limelight uses context and data to enhance ad p...
Feb 19, 2025•27 min•Ep. 109
Mike is joined by Dan Ruby, VP of Marketing at Noble9, a leading reliability platform that helps manage and monitor application reliability. Dan discusses the challenges of marketing a product that aims to keep issues unnoticed by end users and how storytelling can make a traditionally "unexciting" product compelling and engaging. The conversation also covers the importance of data-driven marketing, balancing brand building with lead generation, and innovative campaign strategies. About Nobl9 Fo...
Jan 23, 2025•27 min•Ep. 108
Ever wondered what a Fractional CMO does? Andy Culligan dives into the fascinating world of Fractional CMOs. He walks us through his career journey and explains how his role has become a game-changer in today’s fast-paced marketing landscape. Andy discusses the benefits of hiring a Fractional CMO compared to a full-time employee and shares valuable insights for businesses aiming to adapt quickly. He also offers his perspectives on the SaaS market, highlighting the importance of speed in marketin...
Jan 13, 2025•33 min•Ep. 107
Vince Nero, Director of Content Marketing at BuzzStream discusses the changing landscape of digital PR and SEO. Learn how BuzzStream helps marketers build strong relationships with journalists and navigate the evolving landscape of digital outreach. Vince discusses the importance of personalization in email marketing, the impact of recent Google updates on SEO strategies, and the shift towards quality-driven digital PR. About BuzzStream BuzzStream is an email outreach tool for PRs and link build...
Dec 18, 2024•31 min•Ep. 106
Maxwell Nee, Chief Revenue Officer at ScoreApp , joins Mike to discuss quiz marketing and how businesses can engage potential customers through interactive quizzes that not only entertain but also provide valuable insights into their needs. Maxwell shares his thoughts on the evolving marketing landscape and emphasizes the importance of personal connections, as audiences increasingly seek authenticity and transparency from the brands they engage with. About ScoreApp ScoreApp is a lead generation ...
Dec 10, 2024•23 min•Ep. 105
Kris Rudeegraap , Co-CEO and Co-Founder of Sendoso , shares how his experience in software sales led him to create a platform simplifying personalized gifting and direct mail. With global fulfillment centers and a robust marketplace, Sendoso helps marketers connect with prospects more effectively by leveraging personalization. Kris highlights Sendoso’s competitive advantages, including enterprise-grade features, data capabilities, and successful campaigns for many brands. He underscores the impo...
Nov 28, 2024•24 min•Ep. 104
Mike is joined by Sophie Neate , Global Head of Digital Marketing and Content at ABB Electrification . Sophie dives into her career journey and offers a glimpse into the strategies that set ABB apart. She discusses how ABB leverages its strengths across industries to deliver value to a broad audience and how it strategically communicates to different customer segments. A key focus of the conversation is the buyer’s journey, an important framework Sophie uses to guide potential customers from awa...
Nov 20, 2024•25 min•Ep. 103
Andy Lambert , Senior Product Marketing Manager, at Adobe and founder of ContentCal, a social media marketing tool acquired by Adobe in 2021, shares his insights into the intricacies of navigating acquisitions and shares his thoughts on effective go-to-market strategies. He offers some great ideas on how to leverage social media in the B2B space, along with tactical advice on successful campaigns and practical tips to support your own marketing efforts. About Adobe Adobe is a global leader in di...
Nov 13, 2024•31 min•Ep. 102
Ethan Hays , General Manager at Moz , dives into the world of SEO. He shares his insights on simplifying SEO and the importance of democratising it within organisations, ensuring all stakeholders recognise its value. Ethan compares the dynamics of startups and large enterprises, as well as the cultural differences between East and West Coast marketing landscapes. He also explores the evolving role of the Chief Marketing Officer (CMO) and the need for integrating marketing and sales in today’s bu...
Oct 23, 2024•41 min•Ep. 101
Jiquan Ngiam , Co-Founder and CEO of Lutra AI , discusses his career journey Stanford University to eventually founding Lutra. He shares how Lutra helps streamline workflows by assisting with data prospecting, lead enrichment, and automating repetitive tasks. Jiquan also explores the balance between AI and human creativity in marketing, highlights his vision for making Lutra user-friendly for non-technical users, and encourages listeners to explore its potential for automating their workflows. A...
Oct 14, 2024•30 min•Ep. 100
Mike is joined by Alexander Levitt, Head of Marketing at Forward AM, previously part of BASF's 3D printing division. With 15 years of experience in marketing, Alex shares insights into his career journey, the evolution of 3D printing, and the challenges and opportunities that come with marketing in a niche industry. He discusses whether 3D printing is overhyped, core marketing and applications for Forward AM, and strategies for marketing across different industries. About BASF Forward AM Forward...
Oct 02, 2024•29 min•Ep. 99
Cody Schneider , co-founder and CEO of Swell AI , shares his journey to founding a company that uses AI for content generation. He discusses the evolution of Swell AI, which transforms audio and video content into other formats such as blog posts and emphasises the importance of using human-generated content when prompting AI to create unique and high-quality outputs. Cody highlights the importance of building a sustainable marketing strategy, the impact of AI on content creation, and the necess...
Sep 23, 2024•30 min•Ep. 98
Suzi McNicholas , Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls , discusses her career in B2B technology marketing. She talks about how marketing in the industrial sector has changed, the challenges of getting stakeholders to understand what marketing really is, and what B2B companies can learn from consumer marketing. About Johnson Controls Johnson Controls transforms the environments where people live, work, learn and play. As a global leader in smart, h...
Sep 10, 2024•21 min•Ep. 97
John Harrison , UK Managing Director and Global VP of Marketing at Schaffner , a global company specialising in providing solutions for EMC and power quality, joins the latest episode of the Marketing B2B Technology podcast. In the episode, John discusses the challenges and benefits of balancing two job roles and emphasises the importance of aligning sales and marketing to strengthen the brand and drive sales. He believes in leading with a forward thinking approach, understanding customer needs,...
Sep 05, 2024•25 min•Ep. 96
Thomas Lewis , an experienced semiconductor marketing leader, explores the challenges of building integrated marketing campaigns in technical industries and shares his advice on building strong working relationships with engineers. Thomas also explores the industry's current focus on sustainability and the potential pitfalls of greenwashing, what B2B and B2C marketers can learn from each other, and offers his insights on the changing role of CMOs. About Thomas Lewis Thomas Lewis is a seasoned ma...
Aug 22, 2024•33 min•Ep. 95
Masha Petrova , CEO of Nullspace , a simulation software company joins the latest episode of the Marketing B2B Technology podcast to share her journey from aspiring astronaut to engineering expert and marketing leader. She delves into the importance of effective marketing when targeting technical audiences and discusses the challenges of mergers and acquisitions in the engineering software industry. The conversation also explores current engineering tools, the role of AI in accelerating technolo...
Aug 13, 2024•27 min•Ep. 94
