Marketing B2B Technology

Alex Alexin [https://www.linkedin.com/in/alexandraalexin/], Head of Demand Generation at Insightful [https://www.insightful.io/], 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 [https://www.insightful.io/] 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 campaign that cut the sales cycle by 52% and highlights the value of testing, iteration, and curiosity in modern B2B marketing. About Insightful Insightful is a workforce analytics and productivity platform designed for modern teams looking to optimize performance, boost operational efficiency, and leverage data-driven workforce management. By integrating real-time activity tracking, behavioral analytics, and automated time mapping, Insightful simplifies employee monitoring, remote team oversight, and resource allocation, all within a single, intuitive platform. Known for promoting productivity transparency, Insightful replaces scattered reports and multiple tools with a unified, real-time visibility layer that connects daily work directly to meaningful business outcomes. Time Stamps 00:00:18 - Guest Introduction: Alex Alexin 00:00:42 - Alex's Career Journey 00:03:14 - Understanding Employee Monitoring 00:04:04 - The Purpose of Insightful's Software 00:05:36 - Reframing Employee Monitoring 00:06:15 - Marketing Approach Overview 00:06:33 - Defining Demand Generation 00:08:11 - Identifying Target Personas 00:12:06 - Balancing Brand Building and Demand Gen 00:12:23 - The Full Funnel Perspective 00:18:04 - SaaS vs. Other Industries 00:21:32 - Successful Campaigns and Learnings 00:24:25 - Key Marketing Advice 00:25:40 - Final Thoughts and Contact Information Quotes "I truly believe that the heart of demand generation is the operations behind it." – Alex Alexin, Head of Demand Generation at Insightful "It's all about how work happens and how you can really help your workforce do better or those workflows and those processes be better." – Alex Alexin, Head of Demand Generation at Insightful Follow Alex: Alex Alexin on LinkedIn: https://www.linkedin.com/in/alexandraalexin/ [https://www.linkedin.com/in/alexandraalexin/] Insightful website: https://www.insightful.io/ [https://www.insightful.io/] Insightful on LinkedIn: https://www.linkedin.com/company/insightfulio/ [https://www.linkedin.com/company/insightfulio/] Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ [https://www.linkedin.com/in/mikemaynard/] Napier website: https://www.napierb2b.com/ [https://www.napierb2b.com/] Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ [https://www.linkedin.com/company/napier-partnership-limited/] If you enjoyed this episode, be sure to subscribe to our podcast [https://marketingb2btech.napierb2b.com/] for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547 [https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547]

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 curiosity in navigating today’s marketing landscape and how Eddie’s diverse background informs his approach. About Convert.com Convert is a privacy-first A/B testing and web experimentation platform built for fast-growing businesses and agencies. Known for its robust integrations, flexible experimentation framework, and ethical data practices, Convert helps teams optimize digital experiences without compromising user trust. About Eddie Casado Eduardo “Eddie” Casado is a systems thinker, builder, and connector who thrives at the intersection of growth, product, and partnerships. With an MBA and years of cross-functional experience, he’s known for turning ambiguity into traction and having a strong bias for action. Curious by default and strategic by design, Eddie shares his wins, experiments, and lessons in public, helping other operators’ level up. He’s drawn to honest conversations about what works (and what doesn’t), and brings a deep respect for data, people, and long games. Currently leading Affiliate & Technology Partnerships at Convert.com, Eddie is most energized when creating repeatable systems, learning from peers, and unlocking compounding results through aligned collaboration. Time Stamps 00:00:17 - Guest Introduction: Eddie Casado 00:00:43 - Eddie's Career Background 00:03:40 - What Makes Convert.com Unique 00:06:59 - Maturity in MarTech and the Role of AI 00:09:23 - Challenges in B2B vs. B2C Marketing 00:10:35 - The Need for Improved Conversion Rates in B2B 00:14:04 - The Shift in B2B Customer Behavior 00:18:04 - Convert's Marketing Strategy 00:22:32 - The Role of AI in Marketing 00:24:26 - Best Marketing Advice and Career Tips Quotes "B2B needs to realize that people are not on LinkedIn to be sold on." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "The more value you can provide, the more top of mind you are. At the end of the day, the more consideration you'll have." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "I think we're just tired in B2B. We're tired of getting pitch slapped. We're tired of getting AI slapped with a generic message." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com Follow Eddie: Eddie Casado on LinkedIn: https://www.linkedin.com/in/eddie-casado/ [https://www.linkedin.com/in/eddie-casado/]    Convert.com website: https://www.convert.com/ [https://www.convert.com/] Radiate B2B on LinkedIn: https://www.linkedin.com/company/convert-com/ [https://www.linkedin.com/company/convert-com/] Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ [https://www.linkedin.com/in/mikemaynard/] Napier website: https://www.napierb2b.com/ [https://www.napierb2b.com/] Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ [https://www.linkedin.com/company/napier-partnership-limited/] If you enjoyed this episode, be sure to subscribe to our podcast [https://marketingb2btech.napierb2b.com/] for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547 [https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547]

Mark Wheeler [https://www.linkedin.com/in/markwheeler/], CMO of Storyblok [https://www.storyblok.com/], 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 and to strive for impactful marketing that resonates with audiences. About Storyblok Storyblok is a headless CMS for marketers and developers who want to make a bigger, faster market impact. It frees you from the pain of legacy CMS platforms and empowers your teams to ship content quickly and build with complete flexibility. Brands like Adidas, T-Mobile, and Renault use Storyblok to make content management fun and collaborative. It’s Joyful Headless™ and it changes everything. About Mark Mark Wheeler is the CMO of Storyblok and leads the marketing strategy and execution to drive business growth and redefine the CMS category. Recognized as a Top 100 B2B global CMO, he's dedicated to building communities for marketers and developers. With a deep understanding of digital experiences, Mark ensures Storyblok delivers exceptional value. Previously, as CMO of LeanIX, he played a key role in doubling customers in two years and contributing to its successful acquisition by SAP. He has also held senior marketing roles at Nutanix, EMC, Sitecore, and Adobe. Time Stamps 00:00:18 - Guest Introduction: Mark Wheeler, CMO of Storyblock 00:00:42 - Mark's Career Journey in Tech Marketing 00:01:46 - What is a Joyful Headless CMS? 00:05:09 - The Relationship Between Marketers and Developers 00:07:47 - Who Uses a Headless CMS Like Storyblock? 00:09:31 - The Importance of API-First CMS in AI Search 00:14:09 - AI Tools and Enhancements in Storyblock 00:16:13 - Marketing Challenges with Legacy Platforms 00:19:07 - Strategies for Reaching Marketers 00:21:08 - Successful Campaigns and Content Strategies 00:24:03 - Quickfire Round: Marketing Advice Quotes "The Joyful brand or the Joyful Headless brand came about through really just speaking to a lot of our existing customers and partners who just kept on expressing that it got rid of a lot of the pain that they'd been feeling with their previous CMS products." Mark Wheeler, CMO of Storyblok “One of the brands that I think I most admire, particularly about 15 years ago, was HubSpot. And the reason I admired them in particular was because they really focused on their content marketing strategy." Mark Wheeler, CMO of Storyblok "I think the best managers will always celebrate failures as much as they celebrate the successes. And the best marketers I've always met... wanted to do the bigger and more impactful things." Mark Wheeler, CMO of Storyblok Follow Mark: Mark Wheeler on LinkedIn: https://www.linkedin.com/in/markwheeler/ [https://www.linkedin.com/in/markwheeler/] Storyblok website: https://www.storyblok.com/ [https://www.storyblok.com/] Storyblok on LinkedIn: https://www.linkedin.com/company/storyblok/ [https://www.linkedin.com/company/storyblok/] Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ [https://www.linkedin.com/in/mikemaynard/] Napier website: https://www.napierb2b.com/ [https://www.napierb2b.com/] Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ [https://www.linkedin.com/company/napier-partnership-limited/] If you enjoyed this episode, be sure to subscribe to our podcast [https://marketingb2btech.napierb2b.com/] for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547 [https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547]

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 data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions. About Dreamdata Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth. About Lars Grønnegaard Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights. Time Stamps 00:00:43 - Lars's Career Journey and Founding Dreamdata 00:03:13 - Startup Environment in Denmark 00:05:30 - The Challenge of Data Clarity in Marketing 00:08:22 - Attribution vs. Incremental Sales Testing 00:10:39 - Long Buying Cycles in B2B 00:16:12 - Maintaining Data Models Over Time 00:19:17 - Freemium Model and Customer Trials 00:22:44 - Ad Spend and ROI Considerations 00:28:49 - Best Marketing Advice from Lars 00:29:39 - Advice for Aspiring Marketers 00:30:34 - Where to Learn More About Dreamdata Quotes "You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata "The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata Follow Lars: Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard [https://dk.linkedin.com/in/larsgroennegaard] Dreamdata’s website: https://dreamdata.io/ [https://dreamdata.io/] Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/ [https://www.linkedin.com/company/dreamdata-io/] Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ [https://www.linkedin.com/in/mikemaynard/] Napier website: https://www.napierb2b.com/ [https://www.napierb2b.com/] Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ [https://www.linkedin.com/company/napier-partnership-limited/] If you enjoyed this episode, be sure to subscribe to our podcast [https://marketingb2btech.napierb2b.com/] for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547 [https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547]

Emeric Ernoult [https://www.linkedin.com/in/ernoult/?originalSubdomain=fr], Co-Founder and CEO of Agorapulse [https://www.agorapulse.com/], 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 influencers to enhance social media engagement. About Agorapulse Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok. About Emeric Ernoult Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments. Time Stamps 00:00:17 - Guest Introduction: Emeric Ernoult 00:02:07 - Differences Between the Bay Area and Europe for Startups 00:04:19 - Agorapulse: Solving Social Media Chaos 00:09:29 - B2B Marketing: Beyond LinkedIn 00:11:02 - Measuring Social Media Success 00:16:21 - The Challenge of Entertaining vs. Selling on Social Media 00:21:47 - Tips for B2B Marketers to Create Engaging Content 00:25:59 - Best Marketing Advice Received 00:28:34 - Advice for New Marketers 00:31:47 - Connecting with Emerick and Agorapulse Quotes "Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse. Follow Emeric: Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr [https://www.linkedin.com/in/ernoult/?originalSubdomain=fr] Agorapulse’s website: https://www.agorapulse.com/ [https://www.agorapulse.com/] Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/ [https://www.linkedin.com/company/agorapulse/] Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ [https://www.linkedin.com/in/mikemaynard/] Napier website: https://www.napierb2b.com/ [https://www.napierb2b.com/] Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ [https://www.linkedin.com/company/napier-partnership-limited/] If you enjoyed this episode, be sure to subscribe to our podcast [https://marketingb2btech.napierb2b.com/] for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547 [https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547]