Have a great point of view to add? Send us a text with your thoughts!Jon Busby and Minaz Tejani are joined by Nickie McDade, Marketing Director of Account Based Marketing (ABM) at the London Stock Exchange Group. They explore how creativity and customer insights intersect to shape effective ABM strategies, Nickie's career journey and how her background in customer experience (CX) and user experience (UX) informs her approach to ABM. The conversation highlights the balance between pe...

Have a great point of view to add? Send us a text with your thoughts!On this week's podcast, we're joined by James Houselander, Director EMEA Marketing HPE Aruba Networking and Amanda Fitzgerald, Head of Global Distribution and Marketing, as they discuss unlocking the value of strategic partnerships.The inclusion of partners throughout your programme not only strengthens those partnerships, but it also empowers those marketeers to truly become ambassadors for your brand.Tune in and listen as ...

Have a great point of view to add? Send us a text with your thoughts! Today, we're joined by Lisa Gilbert, VP Global Marketing, Kyndryl and Ari Sheinkin, VP Global Demand, IBM. The episode focuses on the new evolution of marketing: incentivising field marketers. Rarely spoken about, and even more infrequently executed. So, Lisa, Ari - welcome to the podcast!

Have a great point of view to add? Send us a text with your thoughts!How to get partners to become ambassadors for your product.Join this week's podcast alongside Shannon McCarty-Caplan, Director of Sales and Chief of Staff at Red Hat and Amanda Fitzgerald, Head of Global Distribution and Marketing. Shannon's impressive career and passion for product marketing. Listen in to hear more about: The importance of engaging product marketers with partners early in a GTM strategyTruly under...

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

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 identify...

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...

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 marketingWhat the...

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...

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. 

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 organisationHow to...

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...

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...

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...

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...

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.

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

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. 

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 as...

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! 

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/ 

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. 

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 metaverseEthical considerations:  data privacy, cybersecurity, and the impact of AI personas on human relationships are discussed.Impact of AI and...

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