The Tech Marketing Podcast

115 | Data-driven strategies to maximise your marketing budget

April 24, 2024 04:00 - 40 minutes - 27.8 MB

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 i...

114 | Building high growth partnerships

April 10, 2024 04:00 - 33 minutes - 23.1 MB

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 identi...

113 | Building brand affinity with trust signals

March 27, 2024 05:00 - 52 minutes - 36 MB

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 ...

112 | Building trust with the C-Suite by speaking their language

March 13, 2024 05:00 - 55 minutes - 38.2 MB

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...

Leveraging data to boost your channel strategy

February 28, 2024 05:00 - 51 minutes - 35.1 MB

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 a...

111 | Leveraging data to boost your channel strategy

February 28, 2024 05:00 - 51 minutes - 35.1 MB

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 a...

110 | What Sales leadership really want from Marketers

February 14, 2024 05:00 - 45 minutes - 31.5 MB

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.

109 | From CPG to B2B: Exploring the modern marketing landscape

January 31, 2024 05:00 - 41 minutes - 28.7 MB

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 ...

108 | Nailing marketing effectiveness in 2024

January 17, 2024 05:00 - 49 minutes - 34.1 MB

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 marke...

107 | Sustainability in media services

January 03, 2024 00:00 - 43 minutes - 29.9 MB

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 ...

106 | Applying AI: Practical insights from a Tech Marketer

December 20, 2023 05:00 - 1 hour - 47.2 MB

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...

105 | Fear and optimisim: Charting your course to Generative AI

December 06, 2023 06:00 - 1 hour - 42.6 MB

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...

104 | Award-winning channel marketing: Lenovo's partner-first strategy

November 22, 2023 05:00 - 29 minutes - 20.3 MB

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.

103 | The ABM evolution: MarTech's past, present, and future

November 08, 2023 05:00 - 48 minutes - 33 MB

This week we're joined by none other than Jon Miller, co-founder of Marketo and CMO of Demandbase. This is such an interesting episode. Jon takes us through his journey of founding Marketo, as well as sharing many more insights around: - Balancing brand building and demand gen strategies - How CMOs need to adapt to the changing B2B landscape - Challenges and successes of merging teams and platforms. - The impact of ABM and its transformation over the years

102 | Fostering Creative Cultures in Tech

October 25, 2023 04:00 - 51 minutes - 35.4 MB

This conversation sparks hope for creativity in B2B. Your favourite hosts, Jon and Harry, are joined by Mark Lulsens. Brand Consultant and former Global Creative Director at leading FinTech brands. With previous roles including Director, Producer, Deck-Hand and Bank Teller. Is there anything Mark hasn't mastered? Probably not! He runs us through his passion for nurturing creative cultures and the 5 key principles you can use to revitalise your creative culture.

102 | Fostering a creative culture in Tech

October 25, 2023 04:00 - 51 minutes - 35.4 MB

This conversation sparks hope for creativity in B2B. Your favourite hosts, Jon and Harry, are joined by Mark Lulsens. Brand Consultant and former Global Creative Director at leading FinTech brands. With previous roles including Director, Producer, Deck-Hand and Bank Teller. Is there anything Mark hasn't mastered? Probably not! He runs us through his passion for nurturing creative cultures and the 5 key principles you can use to revitalise your creative culture.

101 | Challenging Marketing Metrics: Break free from short-term metrics

October 11, 2023 10:00 - 39 minutes - 27.5 MB

Marketing leaders all know it, yet we can’t help but rely on them. For years, short-term metrics have become a crutch for marketers when showcasing how effective our campaigns are. But we all know the truth, they’ve become more about vanity or volume than a show of what’s really happening in our businesses. We need to start a journey away from the short-term, along a new metric-laden pathway where long-term lives. Don’t worry though, we know a couple of people who know the way. Listen ...

101 | Challenging Marketing Metrics: Breaking free from short-term metrics

October 09, 2023 16:00 - 39 minutes - 27.5 MB

Marketing leaders all know it, yet we can’t help but rely on them. For years, short-term metrics have become a crutch for marketers when showcasing how effective our campaigns are. But we all know the truth, they’ve become more about vanity or volume than a show of what’s really happening in our businesses. We need to start a journey away from the short-term, along a new metric-laden pathway where long-term lives. Don’t worry though, we know a couple of people who know the way. Listen ...

100 | Striking gold: Your guide to a successful awards season

September 27, 2023 04:00 - 36 minutes - 25.4 MB

Now this is an episode jam-packed with insights that even we can't believe we're sharing. Get the low down from Head of Marketing, Alex Webber, and Managing Director, Alex Norbury as they walk you through how to approach the awards process for resounding success. Tune in now, wherever you get your podcasts!

99 | Drive revenue with a 'SMART' approach to sales and marketing alignment

September 13, 2023 04:00 - 43 minutes - 30.2 MB

This week we're joined by Leanne Chescoe, Marketing Director (EMEA), at Demand Base to discuss their SMART methodology when it comes to sales and marketing alignment: Sales and Marketing Accelerating Revenue together. There are also some fairly tenuous animal analogies thrown in there for good measure too. Demand Base's SMART event is already oversubscribed! But if you'd like to sign up for the waitlist, visit: https://www.demandbase.com/smart/day-london-2023/

98 | Navigating AI: 3 compasses for success

August 30, 2023 05:00 - 18 minutes - 13 MB

Today is an extra special episode. We're publishing our AI compasses - a framework to help navigate the whirlwind that is AI. We introduce three simple yet key questions to ask yourself when considering your approach: Is it valuable? Is it actionable? What are the implications? Tune in to find out more.

97 | The impact of converging tech: Ethics, understanding and strategy

August 16, 2023 04:00 - 53 minutes - 36.6 MB

This week on the podcast, we're joined by Walter Pasquerelli, advisor and researcher for The Economist Impact. We discuss what future trends Walter is excited about, as well as what approach businesses should take to the convergence of tech. Tune in to hear more about: The convergence of technologies: generative AI, virtual reality, and the metaverse Ethical considerations: data privacy, cybersecurity, and the impact of AI personas on human relationships are discussed. Impact of AI an...

96 | Unlocking Growth in B2B: Navigating All-Weather Marketing & Creative Success

August 02, 2023 08:00 - 27 minutes - 18.7 MB

This is an episode like no other - recorded live after our recent event with the LinkedIn B2B Institute. Fuelled by research from LinkedIn, we cover highlights from the day of the two key focus areas: All-Weather Marketing and The Financial Case for Creativity. We're joined by some brilliant guests: Jen Shaw-Sweet - EMEA Lead, B2B Institute Cathrin Pfeiffer - EMEA Demand Generation Director, Netsuite Katie Groon - Agency Partnerships Lead, LinkedIn

95 | Sustainable marketing practices for business leaders

July 19, 2023 10:00 - 48 minutes - 33.3 MB

After the excitement of our mini-series with the ANA, we're now back to The Tech Marketing Podcast content you all know and love. Introducing Dr. Leeya Hendricks, a superwoman of both sustainability and SaaS. Dive into this episode with the CMO of Rimm, as she explains how we as marketers should be approaching the topic of sustainability. How do you avoid greenwashing, or even green-hushing? And how can marketing and the board come together to achieve greater sustainability-focused KPIs?...

93 | The art & science of marketing. Insights from a data-driven leader.

July 10, 2023 11:00 - 36 minutes - 25.4 MB

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.

94 | How marketers can build stronger relationships with CFOs and CEOs

July 10, 2023 11:00 - 23 minutes - 16.3 MB

How can CMOs go beyond demand generation and help drive business strategy? What do they need to understand about, and share with, their CFOs? And how on earth can they quantify the returns on their brand investments? Listen to this episode to hear from marketing leaders at Oracle, SMART Technologies, Wunderman Thompson, and the Wharton School of the University of Pennsylvania.

88 | Data, people, brand: 3 steers for innovation in turbulent times.

July 10, 2023 10:00 - 49 minutes - 34.2 MB

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...

90 | Caution and curiosity: How to handle AI in financial services

July 10, 2023 10:00 - 19 minutes - 13.4 MB

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...

89 | SaaS at the Superbowl: Has B2B creativity finally made the grade?

July 10, 2023 10:00 - 25 minutes - 17.3 MB

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 t...

86 | No mo CMO. What really happens when you align with Sales.

July 10, 2023 10:00 - 34 minutes - 23.7 MB

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 ...

91 | B2B purchasing is being revolutionised. And marketing is now front and centre.

July 10, 2023 10:00 - 17 minutes - 12.1 MB

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.

92 | High-impact demand strategy: Changing mindsets for incredible results

July 10, 2023 10:00 - 31 minutes - 21.8 MB

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 d...

87 | The power sits with marketing. Time to get the glory.

July 10, 2023 10:00 - 36 minutes - 25.1 MB

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 ...

85 | How will the successful marketer harness AI?

June 14, 2023 03:00 - 55 minutes - 38.4 MB

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 mark...

84 | How can CMOs extract maximum value from their data?

May 31, 2023 04:00 - 49 minutes - 34.3 MB

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!

83 | Using word-of-mouth for exponential brand growth

May 16, 2023 23:00 - 39 minutes - 27.4 MB

Discover how you can transform word-of-mouth into exponential brand growth. That's the power of influencer marketing! Jon and Harry are joined this week by special guests from Herdify, Tom Ridges and Ed Barter.

82 | GA3 to GA4: Decision-making and shifting legislation

May 03, 2023 08:00 - 31 minutes - 21.9 MB

In a quick 30-minute round-up, here is our update on the sunsetting of GA3. With the 1st July 2023 deadline being firmed up, now is the time to be deciding how you'll move forward with your analytics.

81 | Supercharge your partner program performance

April 19, 2023 13:00 - 31 minutes - 22 MB

This is an extra special episode of The Tech Marketing Podcast, recorded live at The Channel Meet Up UK event! We have a special guest host, Amanda Fitzgerald of RedHat, and are joined by three fabulous channel experts to get their take on the day.

Unleash your networking potential: Connect the Dots

April 05, 2023 04:00 - 53 minutes - 36.5 MB

Discover how you can leverage your digital networks with CEO of Connect the Dots, Drew Sechrist. As one of the earliest Salesforce employees, Drew has gone on to develop an AI-driven networking intelligence tool, creating unified searchable databases. Tune in now to find out about the power of Connect the Dots.

80 | Unleash your networking potential: Connect the Dots

April 05, 2023 04:00 - 53 minutes - 36.5 MB

Discover how you can leverage your digital networks with CEO of Connect the Dots, Drew Sechrist. As one of the earliest Salesforce employees, Drew has gone on to develop an AI-driven networking intelligence tool, creating unified searchable databases. Tune in now to find out about the power of Connect the Dots.

79 | Beyond the hype: The reality of emerging technologies

March 22, 2023 05:00 - 52 minutes - 36.4 MB

We're joined on The Tech Marketing Podcast by Director of Emerging Technology at Dow Jones, Elena Corchero. In the world of immersive technology, what's exciting us now? And what methodologies should we be approaching this kind of tech with?

78 | The Insider's Guide to Channel Meet Up 2023

March 09, 2023 12:00 - 39 minutes - 27.1 MB

Are you ready to take your channel marketing to the next level? If so, you should be joining us at The Channel Meet Up 2023. We're talking game-changing keynote speakers, unparalleled networking opportunities, and genuine peer-to-peer learnings. In this episode, we're spilling all the details about what you can expect from the first event in the UK on the 23rd March. Don't miss out on this exclusive preview - listen now! You can register now for the first event in Windsor, UK, on the ...

77 | Fighting for the Channel

February 22, 2023 11:00 - 58 minutes - 40.1 MB

We're joined by a very special guest, Amanda Fitzgerald, Head of Global Commercial Partner Marketing at RedHat. With over 15 years of experience in every facet of partner marketing that you can think of, Amanda takes us back to basics and focuses on what CMOs want to know. What's the sweet spot for MDF? How should you split your MDF between partners? How do you create alliances across your business? For your partner marketing masterclass, tune in now.

The Tech Marketing Podcast

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