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Cat Dutton, VP of Global Growth Marketing at Pegasystems takes centre stage to share her wealth of experience, including leadership roles at major B2B tech companies like Fujitsu and Atos.
The first part of two episodes, this conversation dives into Cat's background and Pega's strategic approach to growth marketing, by blending ABM and demand generation.
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Turning data into gold...
In this episode of the Tech Marketing Podcast, Jon Busby, Michele Reale, and Jonathan Sedger break down the magic of our latest event—where we revealed how first-party data, when used right, can be your secret weapon for achieving ambitious company growth.
They walk you through a simple yet powerful five-step framework: Acceptance, Analytics, Activation, Automation, and AI.
Other key takeaways? It’s all about high-quality data for AI success and reimagining your content strategy to build trust and lasting connections.
Tune in now, wherever you get your podcasts!
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Manglende episoder?
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Ksenia Ruffell, EMEA Head of Marketing for IDeaS Revenue Solutions, joins us on the podcast, to explore the evolving MarTech landscape and its impact on B2B marketing.
Ksenia shares her unique career journey from a background in biochemistry and psychology to a leading role in marketing, and how her understanding of human behaviour has shaped her marketing strategies.
We dive into the alignment of sales and marketing, the efficacy of MarTech, and the critical role of data and analytics in driving business results. And, of course, there's a little bit of AI thrown in for good measure.
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Navigating the complex ecosystem of tech alliances.
This week on The Tech Marketing Podcast we welcome Mike Smythe, Global Tech Alliances Marketing at Checkmarx, as he shares his expertise on building successful tech partnerships.
Listen to the episode below and take away insights on themes including:
Why a customer-first mindset is crucial when developing partner integrations.The importance of balancing metrics with relationship-building in tech alliances.How to effectively measure and report on the value of partnerships.Has this episode piqued your interest? Get in touch for the opportunity to take your ecosystem and alliances marketing to the next level!
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Welcome Alex Lakin, Biddable Director at Encore, and fellow Twogetherer Michele Reale, Executive Media Director, as they dive into the world of B2B customer data.
Listen to the episode below and take away insights on themes including:
The importance of first-party data in B2B marketing and why it's becoming more valuable.Strategies for identifying and leveraging untapped data sources within your organisation.The impact of Google's recent announcements on third-party cookies and what it means for marketers. -
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This week on The Tech Marketing Podcast we invite David Evert, currently CRO at WeGo Golf and former channel chief and strategic alliances leader. David shares his inspiring story that brings together the technology, creativity and collaboration, that led to ground breaking conservation efforts.
Alongside David we welcome back Amanda Fitzgerald, Head of Global Distribution and Marketing, listen as they discuss themes such as:
The power of partnerships in driving innovation and solving complex problems.How a conservation project led to new applications for IoT and perimeter security technology. Cross-industry partnerships and how they can impact global challenges.Listen to the following episode and learn more about leveraging partnerships to drive innovation and create impactful solutions.
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From resistance to alignment, unifying diverse stakeholders.
Jon is joined this week by channel expert Karen Hartsell, Senior Director, Global Partner Programs & Success at Cradlepoint, alongside Amanda Fitzgerald, Head of Global Distribution and Marketing as they breakdown overcoming resistance, and driving innovation that leads to partner ecosystem growth.
Take note of highlights such as:
The evolution from "channel" to "partner ecosystems" and what this means for theThe unique value partners bring to both vendors and customers.Overcoming risk aversion and driving innovation in partner marketing.Listen to the following episode and take away insights on mastering stakeholder alignment and driving channel ecosystem growth.
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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.
In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.
In this episode, Linda Brunner, SVP, IT Digital Customer Experience at Siemens Healthineers, shares her expertise on navigating AI in the healthcare industry, where trust and security play a leading role.
Check out the full series on YouTube now: https://youtube.com/playlist?list=PLG1xOLKoYmhEmc2f-XDLG7eeXd4p9BE6Y&feature=shared -
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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.
In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.
On this episode, Bill Zengel, SVP of the Association of National Advertisers, dives into the wild ride B2B marketing has been on over the past year!
From increasing challenges in closing sales to the transformative power of AI in unleashing creativity, Bill’s got it all covered.
Check out the full series on YouTube now: https://youtube.com/playlist?list=PLG1xOLKoYmhEmc2f-XDLG7eeXd4p9BE6Y&feature=shared -
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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.
In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.
Jonathan Knowles, Founder of Type 2 Consulting joins us to discuss his recently published research in collaboration with the ANA.
Through this research, six foundational models of marketing have been identified that marketers can use as a framework to simplify and standardise practices, foster common language between CFOs and CMOs and highlight the link between marketing strategy and business outcomes.
Access the full report on Marketing Accountability here.
Check out the full series on YouTube now. -
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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.
In this special season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.
In this inspiring episode, you’ll hear from Kate Rodgers, Global Brand Media Director at GE HealthCare, as she reveals details of GE HealthCare's spin-off from GE, and how brand storytelling can drive real business outcomes while creating a lasting legacy.
Check out the full series on YouTube now. -
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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.
In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.
In this exclusive episode, Peter Weinberg, former LinkedIn B2B institute legend and co-founder of Evidenza, shares insights into the world of synthetic research and its impact on B2B marketing.
Fresh out of stealth mode, Peter sheds light on how this innovative new approach is transforming market research.
Check out the full series on YouTube now. -
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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.
In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.
Join us for an exciting episode with CCO, Jeff Lowe, and CFO, Roula Nasser, of SMART Technologies. They reveal how they shattered silos across their organisation by moving to a Unified Commerical Engine model.
In Season 1 of The Masters of B2B Marketing, we explored the introduction of the UCE with Jeff. Now, another year in, we hear updates on the effectiveness of the UCE, as well as crucial insights from a CFO's point of view.
Listen to Jeff's episode in Season 1 of The Masters of B2B Marketing.
Check out the full series on YouTube now. -
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Welcome to another episode of The Masters of B2B Marketing! A partnership series with the Association of National Advertisers.
In this special spin-off season, we share insights and research with amazing guest speakers from the ANA's Masters of B2B Marketing Conference.
Deena Piquion, Xerox’s Chief Growth and Disruption Officer, reveals the company’s daring transformation from a print-centric titan to a cutting-edge, software-led powerhouse.
Plus, Deena shares the leadership secrets behind this massive change: empowerment, empathy, and a dash of enjoyment.
Check out the full series on YouTube now: https://youtube.com/playlist?list=PLG1xOLKoYmhEmc2f-XDLG7eeXd4p9BE6Y&feature=shared -
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How generative AI is redefining partner strategies
This week, on The Tech Marketing Podcast, Jon is joined by Patty Grow, most recently Head of Americas Partner Marketing at AWS, to delve into her vast expertise in channel marketing and explore how Generative AI can revolutionise the channel. In addition, we welcome back Amanda Fitzgerald, Head of Global Distribution and Marketing as they discuss preparing partners to harness the power of Gen AI.
You can expect hear in this weeks episode:
Defining what Gen AI is and what it means to different people.How AI can help support partners with leveraging data for insights.The unique value partners bring to both vendors and customers.Listen where you get your podcasts
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How can being meaningfully different establish a brand’s presence in a competitive industry?
This week, host Jon Busby is joined by Bea Whelan, who brings a wealth of experience from her role at Sage. Alongside her, Debbie Clark joins the discussion to delve into the intricacies of putting the customer at the heart of marketing strategies.
They explore the challenges and triumphs that come with building a brand that truly resonates with its audience. Highlighted in this episode are:
'Content influenced revenue' and how Sage measures the impact of content on sales.How to distinguish your brand through your content strategyConsistent customer-centric storytelling to enhance emotional resonance.Listen now, wherever you get your podcasts!
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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 personalization and privacy, emphasizing the importance of memorable, human-centric experiences. They also discuss how brand presence and demand generation converge within ABM, enhancing marketing efforts.
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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 we expand on this strategic insight, and others including:
Is it possible to have full visibility on MDF spends?Encouraging marketing to become advisors of sales in order to better align those teams.The importance of having a value proposition outlined to partners in order to foster new relationships. -
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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! -
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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 understanding the role of each partner to enable them to drive their own product marketing Benefits of transparency when it comes to product and partner marketingTune in now, wherever you get your podcasts:
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