Marketing B2B Technology

Auteur(s): Mike Maynard Napier
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  • Résumé

  • Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.
    Copyright 2021 All rights reserved.
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Épisodes
  • Navigating Programmatic Advertising – David Nelson – Limelight Inc

    Navigating Programmatic Advertising – David Nelson – Limelight Inc
    Feb 19 2025
    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 performance. About Nobl9 Founded in London in 2018, Limelight Inc. was created as an answer to the complexity and inefficiency of the ad tech world. The industry, while tech accelerated lacked clarity and experienced human oversight, leaving professionals ill-equipped and frustrated in a maze of complex tools and processes. David Nelson and James Macdonald, co-founders of the company and pioneers in the media world, realized that the true power of programmatic advertising wasn’t just the technology, but also pairing it with real human expertise. Today Limelight Inc. combines cutting edge technology with a team of dedicated professionals, eager to guide and support. We don’t offer just a platform – we offer partnership, ensuring every one of our many members feels confident and empowered to navigate the programmatic space and serve advertisers more effectively. About David Nelson David Nelson is Co-founder & CEO of Limelight, his particular areas of focus are product development, technical development and client success. Prior to founding Limelight, David had been active within digital marketing for nearly 20 years. Most recently, a 2-year consultancy spell working closely with his co-founder, James Macdonald, gave them the time to formulate the plan for Limelight. Before this, David was with AdTech firm Rocket Fuel as VP Product & Operations EMEA. Rocket Fuel was acquired following a successful IPO by Sizemek in 2017. David’s experience also includes a successful exit after two years with Lumatag, a company he founded in 2013 to provide online tag management and business intelligence for publishers and ad networks. Outside of work, David is a keen tennis player, an enthusiastic appreciator of wine, and a collector of classic cars. He currently spends half of his year in Spain, where he has business interests in hospitality, and half in the UK. Time Stamps 00:00:18 - Guest Introduction: David Nelson of Limelight 00:00:42 - David's Career Journey 00:02:40 - The Benefits of Programmatic Advertising for Marketers 00:07:51 - Limelight's Unique Position in the Market 00:12:33 - Trends in Programmatic Advertising 00:16:29 - Marketing Strategy for Limelight 00:21:10 - The Story Behind Limelight's Formation 00:24:45 - Advice for Young Marketers 00:25:41 - Valuable Marketing Advice Received 00:26:20 - Closing Remarks and Contact Information Quotes "The problem we solve is how do you manage trillions and trillions of ad opportunities and find the right people to fill those ad spaces?” David Nelson, Co-Founder and CEO of Limelight. "The ability to truly understand the context, truly understand the moment... is critically important and incredibly valuable to marketers." David Nelson, Co-Founder and CEO of Limelight "There's always going to be challenges, and I think that the exciting thing about the business that we're in is that we don't really understand or know where those challenges are going to come from." David Nelson, Co-Founder and CEO of Limelight Follow David: David Nelson on LinkedIn: https://www.linkedin.com/in/davidnelson12/ Limelight’s website: https://www.limelight.inc/ Limelight on LinkedIn: https://www.linkedin.com/company/limelightinc/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast 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
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    27 min
  • How to Make B2B Marketing Exciting – Dan Ruby – Nobl9

    How to Make B2B Marketing Exciting – Dan Ruby – Nobl9
    Jan 23 2025

    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

    Founded in 2019 by ex-Googlers Marcin Kurc and Brian Singer, Nobl9 is the premiere Service Level Objectives-based platform for driving a reliable digital experience. With a strong enterprise customer base as well as strategic investments from Cisco and ServiceNow, Nobl9 is recognized as a bleeding-edge solution to modernizing Site Reliability Engineering (SRE) strategies, ensuring that reliability is not measured primarily by availability, but rather by users' ability to do what they expect to be able to do within an application.

    About Dan Ruby

    Dan is an eighteen year veteran of digital marketing, with the vast majority of his experience coming as the head of marketing for various B2B SaaS organizations in the Boston area. He has been acquired at various points by Google and Snap, and is currently the VP of Marketing for Nobl9, a B2B SaaS platform for user-centric site reliability. He holds a Bachelor of Journalism from the University of Missouri as well as an MBA from Brandeis University. He occasionally teaches an undergraduate course on marketing at Bentley University.

    Throughout his career, Dan has become increasingly stubborn about the fact that marketing must focus on creating value for potential leads, and is quite fond of telling anyone who will listen that "nobody gives a **** about your product, give them valuable information, not product pitches."

    Time Stamps

    00:00:42 - Dan Ruby's Career Journey 00:02:09 - Overview of Noble9 00:05:48 - Challenges in Marketing a Reliability Product 00:07:03 - Using Stories to Make Marketing Exciting 00:12:43 - Balancing Brand Building and Lead Generation 00:17:07 - Innovative Campaign Example: DORA 00:22:24 - The Importance of Partnerships in Marketing 00:22:41 - Best Marketing Advice Received 00:23:41 - Advice for New Marketing Professionals 00:25:44 - How to Contact Dan Ruby 00:26:18 - Closing Remarks

    Quotes

    "Marketing is such an interesting field. It takes pretty much any skill set and makes it useful.” Dan Ruby, VP of Marketing at Nobl9

    "Nothing is boring if you can make it into a story that resonates." Dan Ruby, VP of Marketing at Nobl9

    "You can find partners who believe in your product, believe in your company, believe in your people, who will work with you." Dan Ruby, VP of Marketing at Nobl9

    Follow Dan:

    Dan Ruby on LinkedIn: https://www.linkedin.com/in/danielruby/

    Nobl9’s website: https://www.nobl9.com/

    Nobl9 on LinkedIn: https://www.linkedin.com/company/nobl9inc/

    Follow Mike:

    Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

    Napier website: https://www.napierb2b.com/

    Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

    If you enjoyed this episode, be sure to subscribe to our podcast 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
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    27 min
  • Navigating the Future of Marketing: Insights from a Fractional CMO - Andy Culligan

    Navigating the Future of Marketing: Insights from a Fractional CMO - Andy Culligan
    Jan 13 2025

    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 marketing and the evolving dynamics shaped by AI and shifting buyer behaviors.

    About Andy Culligan

    Andy Culligan is a marketing leader specializing in revenue growth and scaling SaaS businesses. With close to a decade of experience in both marketing and sales, Andy excels as a Fractional CMO, CRO, and Marketing Advisor. He is known for his straightforward approach to Account-Based Marketing (ABM), aligning marketing and sales teams to drive commercial success. Andy has held key marketing leadership positions at multiple SaaS companies including, Emarsys (acquired by SAP), Exponea (acquired by Bloomreach) & Leadfeeder (now Echobot). He focuses on personalized marketing strategies that create meaningful touchpoints, ultimately boosting revenue for his clients

    Time Stamps

    00:00:18 - Meet Andy Culligan: Career Journey 00:00:39 - From SDR to Fractional CMO 00:02:58 - Growth and Challenges in SaaS Marketing 00:06:43 - Benefits of Hiring a Fractional CMO 00:12:40 - The Importance of a Marketing Plan 00:14:07 - Evergreen Marketing Tactics 00:19:33 - The Role of Speed in Marketing 00:20:45 - Future of Marketing and AI Impact 00:23:51 - Quickfire Questions: Marketing Advice 00:29:31 - Advice for Aspiring Marketers 00:32:05 - Closing Remarks and Contact Information

    Quotes

    "Speed is something that's important to a lot of companies." Andy Culligan, Fractional CMO

    "If it's not working for you, then it's not working for me." Andy Culligan, Fractional CMO

    "If you know your niche, nail it." Andy Culligan, Fractional CMO

    "A lot of companies don't have a plan." Andy Culligan, Fractional CMO

    "Creativity always wins." Andy Culligan, Fractional CMO

    Follow Andy:

    Andy Culligan on LinkedIn: https://www.linkedin.com/in/andy-culligan/

    Andy’s website: https://andyculligan.com/

    Follow Mike:

    Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

    Napier website: https://www.napierb2b.com/

    Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

    If you enjoyed this episode, be sure to subscribe to our podcast 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
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    33 min

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