Lars Grønnegaard, COO and Co-Founder of Dreamdata, joins Mike to discuss data utilization in B2B marketing and the importance of understanding what truly drives sales.

They talk about the complexities of attribution in B2B marketing, particularly with long buying cycles, and highlight the importance of collecting and analyzing data, even though multi-touch attribution can be controversial.

Lars explains how Dreamdata addresses the challenge of data overload in B2B marketing by building robust data models that connect various data sources, enabling marketers to analyze campaign effectiveness and make informed decisions.

About Dreamdata

Dreamdata is the leading B2B Activation & Attribution Platform that provides the most complete customer journey map anywhere. We gather, join, and clean all revenue-related data, transforming it into transparent, actionable insights about what truly drives B2B revenue. Dreamdata empowers businesses to optimize their go-to-market activities, ensuring they can produce faster, better-performing customer journeys and deliver more revenue growth.

About Lars Grønnegaard

Lars Grønnegaard is a passionate problem-solver focused on revolutionizing B2B go-to-market strategies. As COO & Co-founder of Dreamdata, he's dedicated to empowering B2B companies with holistic, actionable data to drive smarter decisions, optimize customer journeys, and accelerate revenue growth. His journey from VP Product at Trustpilot (where he was instrumental in its product growth to unicorn status) to building Dreamdata stems from a deep understanding that B2Bs are rich in data but often struggle to turn it into actionable insights.

Time Stamps

00:00:43 - Lars's Career Journey and Founding Dreamdata 00:03:13 - Startup Environment in Denmark 00:05:30 - The Challenge of Data Clarity in Marketing 00:08:22 - Attribution vs. Incremental Sales Testing 00:10:39 - Long Buying Cycles in B2B 00:16:12 - Maintaining Data Models Over Time 00:19:17 - Freemium Model and Customer Trials 00:22:44 - Ad Spend and ROI Considerations 00:28:49 - Best Marketing Advice from Lars 00:29:39 - Advice for Aspiring Marketers 00:30:34 - Where to Learn More About Dreamdata

Quotes

"You can probably cancel somewhere between 25 and 75 percent of your ad spend and see no impact on your pipeline performance." Lars Grønnegaard, COO and Co-Founder of Dreamdata

"The fundamental problem here is not lack of data or tracking... but the problem is all this data doesn't really connect." Lars Grønnegaard, COO and Co-Founder of Dreamdata

Follow Lars:

Lars Grønnegaard on LinkedIn: https://dk.linkedin.com/in/larsgroennegaard

Dreamdata’s website: https://dreamdata.io/

Dreamdata on LinkedIn: https://www.linkedin.com/company/dreamdata-io/

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

Emeric Ernoult, Co-Founder and CEO of Agorapulse, talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms.

He encourages B2B marketers to focus on providing value through educational and entertaining content and offers practical advice for leveraging team members and influencers to enhance social media engagement.

About Agorapulse

Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok.

About Emeric Ernoult

Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments.

Time Stamps

00:00:17 - Guest Introduction: Emeric Ernoult 00:02:07 - Differences Between the Bay Area and Europe for Startups 00:04:19 - Agorapulse: Solving Social Media Chaos 00:09:29 - B2B Marketing: Beyond LinkedIn 00:11:02 - Measuring Social Media Success 00:16:21 - The Challenge of Entertaining vs. Selling on Social Media 00:21:47 - Tips for B2B Marketers to Create Engaging Content 00:25:59 - Best Marketing Advice Received 00:28:34 - Advice for New Marketers 00:31:47 - Connecting with Emerick and Agorapulse

Quotes

"Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

"If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

"In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

"If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse.

Follow Emeric:

Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr

Agorapulse’s website: https://www.agorapulse.com/

Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/

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

Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies.

He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution.

He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consistent messaging.

About Brand Metrics

Brand Metrics’ is a technology company measuring brand lift at scale. Brand Metric’s unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com

About Sean Adams

Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry.

He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics.

Time Stamps

00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics 00:02:46 - Overview of Brandmetrics 00:03:56 - Understanding Brand Lift 00:05:30 - Challenges of Last-Click Attribution 00:11:22 - B2C vs. B2B Brand Measurement 00:12:45 - Importance of Brand in B2B Marketing 00:14:02 - Advice for B2B Marketers on Branding 00:16:16 - Examples of Brand Lift Success 00:20:43 - Brandmetrics Marketing Strategy 00:24:36 - Quickfire Questions: Marketing Advice 00:27:02 - Contact Information and Closing Remarks

Quotes

"Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics.

“One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics.

“If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics.

Follow Sean:

Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/

Brand Metrics website: https://www.brandmetrics.com/

Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/

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

Riaz Kanani, CEO and founder of Radiate B2B returns to the podcast to discuss the evolving landscape of B2B marketing. Mike and Riaz explore the shift in buyer behaviour, the rise of account-based marketing (ABM), and the importance of intent data in driving effective campaigns.

Riaz shares insights on common mistakes in ABM strategies and highlights the role of AI in shaping the future of marketing.

About Radiate B2B

Radiate B2B is a B2B advertising and intent data platform that helps companies reach their prospects at the right time, in the right place and with the right message. Radiate B2B has been nominated for Emerging Martech Vendor and UK Martech vendor of the year by B2B Marketing.

About Riaz Kanani

Riaz is the founder and CEO of Radiate B2B. Riaz has a history of building and scaling successful businesses and has been nominated for Entrepreneur of the Year multiple times. He is listed as a Top 25 global account based marketing thought leader by B2B Marketing and one of the Top Asian Stars in UK Tech by Diversity UK.

He built one of the world’s largest video advertising networks and after exiting to Silverpop, scaled their presence internationally. Silverpop helped to set out the best practice for B2B marketing a decade ago and was a leader in B2B marketing automation and content marketing before exiting to IBM to create its marketing cloud platform.

He has sat on the DMA email marketing council helping to set best practice for the email marketing industry, judge its awards and help shape data privacy and the use of data in the UK and Europe. He regularly writes and speaks on the BBC and elsewhere on the intersection between marketing, business and technology, its best practice and future trends.

Time Stamps

00:00:18 - Guest Introduction: Riaz Kanani 00:01:50 - The Shift in B2B Buyer Behavior 00:03:09 - Evolution of Account-Based Marketing (ABM) 00:06:34 - Common Mistakes in ABM Campaigns 00:09:07 - The Role of Intent Data in Marketing 00:15:22 - Customer Success Stories with Radiate B2B 00:19:20 - Using Radiate B2B for Internal Marketing 00:20:42 - Future of MarTech and AI Integration 00:23:00 - Final Thoughts on ABM and Marketing Trends 00:23:19 - Best Marketing Advice Received 00:24:16 - Advice for Aspiring Marketers 00:25:23 - Conclusion and Invitation for Future Discussions

Quotes

"By the time they reach your website to convert, 70-80% of those companies have already shortlisted who they want to buy from." Riaz Kanani, CEO and Founder at Radiate B2B.

"If you don't have a level of insight which tells you whether they're coming into market or they're in market, then there's a very high likelihood that project is going to fail." Riaz Kanani, CEO and Founder at Radiate B2B.

"Intent data is merely a signal that attention is being given to a particular problem or area." Riaz Kanani, CEO and Founder at Radiate B2B.

Follow Riaz:

Riaz Kanani on LinkedIn: https://www.linkedin.com/in/riazkanani/

Radiate B2B website: https://radiateb2b.com/

Radiate B2B on LinkedIn: https://www.linkedin.com/company/radiateb2b/

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

Ganesh Chithambalam, Co-founder at Recotap, explores how account-based marketing is evolving and discussed the challenges marketers face when it comes to effectively marketing their products.

Learn how Recotap is enhancing ABM by using LinkedIn as a high impact advertising platform and empowering smaller SaaS companies to run personalised campaigns. Ganesh also unpacks key topics such as understanding buyer intent, avoiding common pitfalls in traditional ABM strategies, and creating messaging that resonates with target audiences.

About Ganesh

Ganesh Chithambalam is a seasoned entrepreneur with over 15 years of experience in the SaaS and marketing technology space. Before founding Recotap, he built and scaled 30+ high-growth SaaS products and a high-performance programmatic ad exchange. With a deep focus on performance marketing, automation, and account-based strategies, he brings a pragmatic, results-driven approach to solving complex B2B marketing challenges.

Ganesh is passionate about using data and technology to drive meaningful outcomes for marketing teams. Outside of work, he enjoys traveling, discovering local cultures, and experimenting in the kitchen.

About Recotap

Recotap is an Account-Based Marketing platform purpose-built for B2B marketers who want to run high-impact, personalised LinkedIn campaigns at scale. Designed to simplify complex ABM workflows, Recotap brings together data signals, audience segmentation, ad personalisation, and performance tracking into one unified platform.

By leveraging intent data, CRM insights, and website behaviour, Recotap helps marketing teams identify high-fit, in-market accounts and automatically activate 1:1 ad campaigns and personalised landing pages. Whether you're building awareness, accelerating pipeline, or influencing late-stage deals, Recotap enables full-funnel ABM execution with minimal effort.

Trusted by fast-growing SaaS and tech companies, Recotap is helping redefine how modern B2B teams approach demand generation, sales alignment, and marketing ROI.

Time Stamps

00:00:18 – Guest Introduction: Ganesh Chachambaland

00:00:43 – Ganesh's Career Journey and Founding RecoTap

00:03:38 – Challenges in Current ABM Campaigns

00:04:12 – Common Mistakes in ABM Marketing

00:06:24 – Intent Signals and Their Importance for SaaS

00:07:03 – Personalisation in ABM Campaigns

00:12:18 – Balancing Lead Generation and Brand Awareness

00:16:37 – Predictions for the Future of ABM and Marketing

00:18:26 – Valuable Marketing Advice Received

00:20:28 – Outro and Contact Information

Quotes

“The companies which are getting successful are the ones who are marketing it well.” - Ganesh Chithambalam, Co-founder at Recotap

"I think brand positioning and brand differentiation is very, very important.” - Ganesh Chithambalam, Co-founder at Recotap

Follow Ganesh:

Ganesh Chithambalam on LinkedIn: https://www.linkedin.com/in/ganesh-chithambalam/?originalSubdomain=in

Recotap website: https://www.recotap.com/

Recotap on LinkedIn: https://www.linkedin.com/company/recotap/

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

Empowering Marketers with AI – Sam Mallikarjunan – agent.ai

Discover how Sam Mallikarjunan, Growth Lead at agent.ai transitioned from being an AI skeptic to an advocate, and learn about the innovative platform that allows anyone to build and customize AI agents, regardless of their technical skills.

Mike and Sam explore what AI agents are, share real-world examples of how marketers can use them for tasks like research and content creation, and discuss how AI is reshaping the future of marketing roles.

About agent.ai

Agent.ai is the #1 professional marketplace where users can build, discover, and deploy trustworthy AI agents that deliver real-world value.

Founded in 2024 by Dharmesh Shah, co-founder and CTO of HubSpot, and led by Sam Mallikarjunan, Agent.ai empowers professionals to revolutionize their workflow across sales, marketing, and customer service through intelligent automation.

Since its launch at HubSpot’s INBOUND 2024, the platform has experienced explosive growth, amassing over 1.5 million users and hosting more than 1,200 public agents by early 2025. The platform distinguishes itself with its intuitive low-code agent builder, access to cutting-edge AI models, and a vibrant developer ecosystem.

About Sam Mallikarjunan

Sam Mallikarjunan is a growth strategist, entrepreneur, and the Growth Lead at agent.ai. He is the former CEO and co-founder of OneScreen.ai, a marketplace for out-of-home advertising, and previously served as Chief Revenue Officer at Flock.com and Head of Growth at HubSpot Labs, where he drove significant customer acquisition and revenue growth.

Sam is a former professor at Harvard University, where he taught Advanced Digital Marketing and Innovation, and he currently shares his expertise as a LinkedIn Learning Instructor. He is also the co-author of the bestseller Inbound Commerce - How to Sell Better than Amazon and frequently offers insights on AI, marketing, and business strategy

Time Stamps

00:00:18 - Guest Introduction: Sam Mallikarjanan from Agent.ai

00:01:41 - Overview of Agent.ai and Its Features

00:02:45 - Understanding AI Agents in Marketing

00:04:10 - Practical Applications of Agents for Marketers

00:10:34 - Target Audience: Individuals vs. Enterprises

00:12:57 - The Importance of AI Confidence in Marketing

00:17:27 - Future Changes in Marketing Roles Due to AI

00:19:59 - The Shift from Performance to Brand Marketing

00:22:44 - Best Marketing Advice Received by Sam

00:24:07 - Career Advice for Aspiring Marketers

00:27:15 - Conclusion and Closing Remarks

Quotes

"The more focused you try and make an AI, the more effective it's gonna be at whatever the task is that you're trying to have it do." Sam Mallikarjunan, Growth Lead at agent.ai

"The biggest challenge is getting people to become AI curious and AI confident." Sam Mallikarjunan, Growth Lead at agent.ai

"It was an interesting project because it's what helped turn me from an AI doomer into an AI boomer." Sam Mallikarjunan, Growth Lead at agent.ai

Follow Sam:

Sam Mallikarjunan on LinkedIn: https://www.linkedin.com/in/mallikarjunan/

agent.ai’s website: https://agent.ai/

agent.ai’s on LinkedIn: https://www.linkedin.com/company/pulsar-platform/

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

Francesco D’Orazio, founder of audience intelligence platform Pulsar, joins the latest episode of Marketing B2B Tech to share his journey from studying the internet's impact on society to founding Pulsar, a company that helps brands understand how people engage online.

He dives into the challenges of navigating the fragmented media landscape and how AI has become a crucial tool for analysing diverse data sources. Francesco also emphasises the importance of understanding narratives and public perception to uncover deeper insights about audience beliefs and behaviours.

About Pulsar

Pulsar is the world’s leading audience intelligence platform, harnessing rich data sets, AI and human minds, so clients can access nuanced and actionable insights that get straight to what matters most to their customers, their businesses and to society.

Time Stamps

00:00:18 - Guest Introduction: Francesco D’Orazio of Pulsar

00:00:42 – Francesco’s Career Journey

00:01:57 - The Rise and Fall of Virtual Worlds

00:05:40 – Overview of Pulsar

00:06:04 – Understanding Audience and Narrative Intelligence

00:10:11 - B2B vs. B2C Audience Engagement

00:15:06 - AI's Role in Data Analysis

00:16:22 - Forecasting Trends with Audience Data

00:20:01 - Best Practices for Utilizing Audience Listening Data

00:25:09 - Valuable Marketing Advice Received

00:27:15 - Closing Remarks and Contact Information

Quotes

"The thing that most companies get wrong is that they go with the one platform fits all approach in terms of how they communicate on these different channels." Francesco D’Orazio, founder of Pulsar.

“What AI has done is give us incredibly flexible tools for analysing data in a way that before was quite complex and required a lot of training or specific machine learning models." Francesco D’Orazio, founder of Pulsar.

"Different communities look at the same topic and brand in very different ways. So, your message should be aligned on how these messages are articulated by the different communities in an audience." Francesco D’Orazio, founder of Pulsar.

Follow Francesco:

Francesco D’Orazio on LinkedIn: https://www.linkedin.com/in/francescodorazio/

Pulsar’s website: https://www.pulsarplatform.com/

Pulsar on LinkedIn: https://www.linkedin.com/company/pulsar-platform/

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