Marketing B2B Technology

Written by: Mike Maynard Napier
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  • Summary

  • 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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Episodes
  • Interview with Suzi McNicholas - Johnson Controls

    Interview with Suzi McNicholas - Johnson Controls
    Sep 10 2024

    Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls, discusses her career in B2B technology marketing. She talks about how marketing in the industrial sector has changed, the challenges of getting stakeholders to understand what marketing really is, and what B2B companies can learn from consumer marketing.

    About Johnson Controls

    Johnson Controls transforms the environments where people live, work, learn and play. As a global leader in smart, healthy and sustainable buildings, Johnson Controls’ mission is to reimagine the performance of buildings to serve people, places and the planet.

    Building on a history of nearly 140 years of innovation, Johnson Controls deliver the blueprint of the future for industries such as healthcare, schools, data centers, airports, stadiums, manufacturing and beyond through OpenBlue, a comprehensive digital offering.

    About Suzi McNicholas

    Suzi McNicholas is Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. She leads the marketing team to support new product introductions and integrated marketing campaigns.

    She has a 25+ year career in progressive B2B marketing roles including digital marketing campaigns, lead generation, branding, public relations, new product introductions, content creation, events, communications, and budget management. Prior to joining Johnson Controls, McNicholas built an integrated marketing team at Honeywell in the Industrial Safety Products division.

    McNicholas holds a Bachelor of Arts in English from Presbyterian College in Clinton, SC and a Post-Graduate degree in English and American Literature from the University of Hull in England. She currently resides in Charlotte, NC.

    Time Stamps

    [00:47.5] – Suzi discusses her 25+ year career in marketing.

    [05:32.7] – What are the differences to marketing to a channel partner versus an end user?

    [08:55.3] – How do you manage short term and long term goals? Suzi discusses.

    [13:28.2] – Suzi discusses how audiences reliance on sales is shifting.

    [15:31:9] – Suzi talks about what she sees being the biggest changes in marketing over the next five years.

    [18:50.8] – Suzi shares some advice to those looking to get into marketing.

    [19:58.8] – Suzi’s contact details.

    Quotes

    “Don’t get emotionally attached to the outcome because your budget’s going to get cut… maybe your campaign isn’t going the way you’d want it to… that’s ok, you’re going to learn from what’s happening… you’re going to spend a whole lot of time frustrated and upset if you’re emotionally attached to these outcomes.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls.

    “People aren’t going to buy until they’re ready, and that 70% of the time that they’re spending before reaching out is research.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls.

    Follow Suzi:

    Suzi McNicholas on LinkedIn: https://www.linkedin.com/in/suzimcnicholas/

    Johnson Controls website: https://www.johnsoncontrols.com/

    Johnson Controls on LinkedIn: https://www.linkedin.com/company/johnson-controls/

    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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    21 mins
  • Interview with John Harrison - Schaffner

    Interview with John Harrison - Schaffner
    Sep 5 2024
    John Harrison, UK Managing Director and Global VP of Marketing at Schaffner, a global company specialising in providing solutions for EMC and power quality, joins the latest episode of the Marketing B2B Technology podcast. In the episode, John discusses the challenges and benefits of balancing two job roles and emphasises the importance of aligning sales and marketing to strengthen the brand and drive sales. He believes in leading with a forward thinking approach, understanding customer needs, and staying ahead of industry trends, particularly in the niche area of EMC. About Schaffner Schaffner plays a vital role in building a sustainable future in the new era of electrification. Headquartered in Switzerland and with subsidiaries around the world, Schaffner is a global leader in electromagnetic solutions that ensure the efficient and reliable operation of electronic systems. The Schaffner Group are experts in EMC filter solutions, harmonic filters, electromagnetic components and electromagnetic solutions. Our passionate and knowledgeable employees empower our customers to develop reliable electronic devices and systems that meet compliance standards and deliver increased energy efficiency. This is how we deliver… MORE POWER TO YOU. About John Harrison John Harrison joined Schaffner in April 2022. He is the UK MD and Global VP Marketing. He has spent 25 years in the electronics industry primarily within the connector space for Molex. John has extensive international experience having lived and worked across Europe and the US, covering a range of markets from Industrial to transportation. His most recent experience prior to Schaffner was within the IOT space for Ramtech heading up their Global Marketing and Sales activities. John is passionate about EV and increasing speed of adoption across the globe. Time Stamps [00:43:0] – John provides some background to his career. [03:30.8] – John discusses how he manages the demands of both the UK Managing Director role and Global VP of Marketing role. [05:04:7] – John shares his views on whether he thinks marketing and sales should be closer together or not. [06:05:2] – John talks about what he’s looking for from marketing to make the role of MD more successful. [13:38:9] – John shares his approach of trying to get salespeople, marketing people and engineers working more closely. [19:31:0] – John talks about how he sees his role changing with technology over the next five years. [20:49:1] – John shares some advice to those looking to get into marketing. Quotes “Marketing and sales need to be closer together. The ultimate aim for both is to drive more customers and value for the brand. We need to focus on the customer’s needs, whether it’s through direct interaction or brand messaging.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner. “From a sales perspective, it’s not just about leads. It’s about ensuring the brand is seen as a partner and thought leader, especially in specialised areas like EMC.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner. “It’s crucial to put yourself in the customer’s shoes. If a piece of marketing material doesn’t resonate with the customer, it’s not effective. Marketing should be about creating content that truly addresses the customer’s needs.” John Harrison, UK Managing Director and Global VP of Marketing at Schaffner Follow John: John Harrison on LinkedIn: https://www.linkedin.com/in/john-harrison-3552ba14/ Schaffner website: https://www.schaffner.com/ Schaffner on LinkedIn: https://www.linkedin.com/company/schaffner-gruppe/ 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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    25 mins
  • Interview with Thomas Lewis – Semiconductor Marketing Leader

    Interview with Thomas Lewis – Semiconductor Marketing Leader
    Aug 22 2024

    Thomas Lewis, an experienced semiconductor marketing leader, explores the challenges of building integrated marketing campaigns in technical industries and shares his advice on building strong working relationships with engineers.

    Thomas also explores the industry's current focus on sustainability and the potential pitfalls of greenwashing, what B2B and B2C marketers can learn from each other, and offers his insights on the changing role of CMOs.

    About Thomas Lewis

    Thomas Lewis is a seasoned marketing leader with over 28 years working in the semiconductor industry. He has a unique background which has afforded him first-hand experience in sales, business unit leadership, and marketing. Thomas believes in the power of data-directed marketing with a proven track record to support his “ALL IN” approach to creating, developing, and sustaining highly successful campaigns and teams.

    His background includes impactful roles at Texas Instruments and Analog Devices and career opportunities such as launching a global pricing process, living abroad as an expatriate, leading engineering teams and directing multi-channel marketing campaigns.

    Time Stamps

    [00:45:2] – Thomas discusses his career in the semiconductor industry and why he chose that specialism.

    [02:50:3] – How can not being an engineer actually be a benefit in technical roles?

    [04:41:0] – Advice for building better integrated campaigns.

    [09:22:8] – How can data break down silos between different teams?

    [15:02:3] – Does B2B marketing lag behind B2C? How can we fix this?

    [18:56:9] – The dangers of greenwashing.

    [22:43.3] – The changing role of the CMO

    [27:13.6] – Thomas shares some marketing advice.

    [31:35.6] - Andrus's contact details.

    Quotes

    “Keep an open mind, ask more questions than you make statements. That's great advice for dealing with engineers.” Mike Maynard, Managing Director at Napier

    “Data can really be used to drive our marketing decisions. It's not just gut feel of what could work. You can do something, you can measure it and you can adapt to the situation.” Thomas Lewis, Semiconductor Marketing Leader

    “So, I do believe that adjectives have become the enemy of a really good marketer in the B2B space. To get precise in what you’re talking about has become incredibly important.” Thomas Lewis, Semiconductor Marketing Leader

    Follow Thomas:

    Thomas Lewis on LinkedIn: https://www.linkedin.com/in/thomas-lewis-nhpoe/

    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 mins
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