Marketing B2B Technology B2B Marketing and PR

Georgios Grigoriadis, Founder and CEO of Baresquare, an AI-driven analytics platform, discusses his career journey from data scientist to founder and the development of Baresquare. He shares how the tool leverages AI-powered insights for marketing analytics, the challenges and opportunities in B2B marketing, and the potential of AI to empower individuals in marketing rather than replace them.
 
About Baresquare
Baresquare redefines data analytics by transitioning from traditional dashboards to proactive, AI-powered insights delivered directly to the right person at the right time. Baresquare pioneers a new approach where manual dashboard analysis and human intervention are unnecessary for identifying crucial business events and their underlying causes. This frees marketers, strategists and analysts to focus on creative endeavors and expanding business opportunities while providing insight that no other data set can provide.
 
About Georgios
Georgios Grigoriadis is a data advocate and the founder and CEO of Baresquare, a tech startup turning data analytics on its head by shifting from traditional dashboard-based analysis to proactive AI-powered insights, delivered directly to the right person at the right time. Fueled by the belief that data should empower, not overwhelm, Georgios built Baresquare to transform complex analytics into clear, useful answers for anyone to understand.
 
Time Stamps
[00:46.1] – Georgios discusses what led him to build Baresquare.
[06:11.9] – How can marketeers use Baresqaure?
[06:48.8] – Georgios shares if he thinks the B2C industry is further ahead in using analytics.
[19:47.1] – Georgios offers some marketing advice.
[17:52.4] – Should young people embark on a marketing career? Georgios shares his opinions.
[24:51.9] – Georgios and Mike talk about the future of AI and its impact on the industry.
[31:48.9] – Georgios’s contact details
 
Quotes
“Baresquare today is turning data analytics on its head. And, we are not talking in terms of tables and numbers, but rather in terms of words and paragraphs." Georgios Grigoriadis, Founder and CEO at Baresqaure.
“It’s very frustrating when those insights, they don’t find themselves driving action. But action, it’s more a matter of communication. It’s bringing people together and aligning their understanding.”  Georgios Grigoriadis, Founder and CEO at Baresqaure.
 
Follow Georgios:
Georgios Grigoriadis on LinkedIn: https://www.linkedin.com/in/georgiosbaresquare/
Baresquare website: https://baresquare.com/ 
Baresquare on LinkedIn: https://www.linkedin.com/company/baresquare/
 
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

Stefan Debois is the CEO and Co-Founder of Pointerpro, an assessment software that allows users to produce surveys and highly personalised automated reports. Stefan joins the Marketing B2B Technology podcast for a discussion on how the software works and how it can be leveraged for marketing and lead generation.
 
About Pointerpro
Pointerpro is an all-in-one assessment software platform where users can create online questionnaires and surveys that auto-generate personalised advice and reports into PDF.
 
About Stefan
Stefan Debois has a background in engineering and has over 15 years’ experience in Enterprise Software. Stefan’s experiences are foundational to Pointerpro, which he co-founded in 2012.
 
Time Stamps
[00:50.2] – Stefan shares what led him to co-founding Pointerpro and what the software does.
[08:41.2] – Stefan explains how Pointerpro can be used for lead generation.
[11:42.5] – What is the future of Pointerpro?
[17:43.4] – Stefan shares what marketing tactics are used to promote Pointerpro.
[22:50.2] – What is the best piece of marketing advice you’ve been given?
[24:45.3] – Where to go for more information and Stefan’s contact details.
 
Quotes
“Double down on what works instead of trying to experiment with new things all the time. That doesn't mean that you don't have to do experimentation…but don't fall into the shiny new object syndrome… double down on what works.” Stefan Debois, CEO and Co-Founder at Pointerpro.
 
Follow Stefan:
Stefan Debois on LinkedIn: https://www.linkedin.com/in/stefandebois/
Pointerpro Website: https://Pointerpro.com/
Pointerpro LinkedIn: https://www.linkedin.com/company/Pointerpro/
 
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

Emir Zecovic, an experienced marketing professional in the B2B and SaaS space, joins Mike for a discussion about how to market B2B technology products.
Emir highlights how marketers often miss opportunities by not focussing on large non-English speaking markets like South America and India. He shares why marketers should be data-obsessed to understand what influences the buying journey, and why working within start-ups may offer new marketers greater career opportunities. 
 
About TextGrid, 12min and OpenGraph
TextGrid offers communication APIs for SMS, MMS, voice and email. With cloud communications, businesses are empowered to build, scale and innovate.
12min is a platform that chooses, reads and summarises the most important non-fiction books.
OpenGraph generates meta tags and social media previews for any URL on the web in a few simple steps.
 
About Emir
Emir Zecovic is CMO at 12min and is currently also in transition between roles as CMO at TextGrid and Senior Business Development Consultant at OpenGraph. He is a determined, data-driven and versatile marketer with over 7 years of experience in managing teams, devising and implementing growth strategies for SaaS B2B and B2C companies.
 
Time Stamps
[00:51.1] – Emir shares how he got to this point in his career.
[04:46.8] – Emir discusses why it is important not to overlook non-English speaking markets.
[08:49.7] – Emir shares his approach to marketing as a CMO.
[16:27.0] – How does Emir encourage form fills?
[20:26.8] – What impact is AI going to have on the industry.
[23:58.1] – Emir offers some career advice to new marketeers.
[26:42.9] – Emir’s contact details.
 
Quotes
“Trying to be as international as possible in a business is always a good idea, don't underestimate countries you're not familiar with.” Mike Maynard, Managing Director at Napier.
“I've heard people say that they don't like Google Ads or Facebook ads or SEO, but I doubt anybody has ever said that they regret having a good email list” Emir Zecovic, CMO at 12min
 
Follow Emir:
Emir Zecovic on LinkedIn: https://www.linkedin.com/in/emir-zecovic-074882166/
TextGrid Website: https://textgrid.com/
TextGird LinkedIn: https://www.linkedin.com/company/textgrid/
OpenGraph Website: https://www.opengraph.xyz/
 
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 Campbell, CEO and Founder of Cascade Insights, is the latest guest to join Mike Maynard for the Marketing B2B Technology podcast. Sean discusses the benefits of using market research platforms, explores the pros and cons of qualitative versus quantitative data, and talks about the challenges of getting research responses within the B2B industry.
 
About Cascade Insights
Cascade Insights empowers B2B technology companies with customized market research and marketing services. For over a decade, we’ve served Fortune 500 enterprises like Microsoft, Adobe, IBM, Dell Technologies, AWS, and Google as well as mid-markets and startups.
In an industry that’s ever-changing, we deliver the tools and resources to help businesses navigate the market and seize opportunities for growth. Want to learn how well your brand resonates with buyers, or why your superior product keeps losing to a competitor? Maybe you need updated messaging to win more deals and generate more leads.
 
About Sean
Sean has been training, mentoring, and educating all his life. An exceptionally well-regarded conference speaker and author, Sean has delivered talks for Fortune 50 companies and top-tier conferences. He has also been the author of several books on technical and business topics.
Sean has also been a professional services firm owner for over 20 years. He is passionate about running a remote-first company, and has been doing so long before it was cool – dating back to the 20th century!
His professional services work has spanned consulting engagements with the Fortune 50 and startups you have heard of; the sale of his first professional services company, and the growth of delivery, sales, marketing, and operational practices inside professional services firms.
 
Time Stamps
[00:41.5] – Sean discusses his career and what lead him to market research.
[03:54.0] – Sean talks about Cascade Insights, what it is and its capabilities.
[06:09.8] – Sean discusses why he chose to focus on the B2B industry.
[16.10.4] – What are the benefits of using a market research platform vs in-house research?  
[19:39.7] – Sean shares how he thinks market research is going to change in the future.
[21.59.7] – What advice would you give to someone joining the profession?
[26:07.2] – Sean’s contact details.
 
Follow Sean:
Sean Campbell on LinkedIn: https://www.linkedin.com/in/seancampbell/
Cascade Insights website: https://www.cascadeinsights.com/
Cascade Insights on LinkedIn: https://www.linkedin.com/company/cascade-insights/
 
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
 
 
 
 
 

How can marketing and sales work together? Darren Mitchell, Sales Leader and host of the Exceptional Sales Leader Podcast, joins Mike Maynard to discuss sales enablement and how sales and marketing teams can work together to provide true value to prospects throughout the buyer journey.
Darren shares the career journey that led him to become a sales leader, he explains what sales enablement means and shares his thoughts on why current team structures may negatively impact buyer experience.
 
About Darren
Darren Mitchell is an expert in sales with a successful career in corporate sales, sales management, people leadership, people development and leadership coaching. Darren now works with sales leaders and their teams to create and implement sales leadership plans that deliver outstanding sales and revenue results.
 
Time Stamps
[00:55.5] – Darren shares how his career started
[03:50.3] – What is sales enablement? Darren explains.
[06:41.8] – How can marketing and sales work together?
[14:17.5] – What role should tools play in the sales process?  
[23:06.5] – Darren shares the advice he would give to a young person starting their career.
[25:17.2] – Darren’s contact details.
 
Quotes
“I think sometimes people look at tools like the be all and end all and they forget that people by from people.” Darren Mitchel, Sales Leader.
 
Follow Darren:
Darren Mitchell on LinkedIn: https://www.linkedin.com/in/sales-leadership-coach/
Darren’s website: https://darrenmitchell.com.au/about-darren/  
 
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

Inge Boubez, Director of Enterprise Marketing at Moz, is the latest guest to join the Marketing B2B Technology podcast. Inge explains how, although the fundamentals of SEO haven't changed, the rise in AI may have an impact in the industry and offers some thoughts on how marketers can address the potential challenges. She discusses both the Moz and STAT Search Analytics platforms, their functionality and how marketers can get the most out of the platforms.
 
About STAT Search Analytics
Inge focusses on STAT Search Analytics, a product by Moz. STAT is a SERP tracking and analytics platform for tackling large-scale SEO with accuracy and ease. STAT delivers precision SERP insights, fresh each day, helping unlock new opportunities, drive more visibility, and prove the value of SEO.
 
About Inge
Inge brings over two decades of technology marketing expertise to her role as Director of Enterprise Marketing at Moz, where she focuses on STAT Search Analytics. Her extensive career has covered a wide range of settings, from innovative startups and small-to-medium-sized businesses to global industry leaders. Notably, Inge has contributed significantly at SAP and Layer 7 Technologies (which was acquired by Computer Associates) before her tenure at Moz. Her broad skill set includes demand generation, branding, customer engagement, channel strategy, global event management, and public relations, making her a highly respected and well versed professional in the marketing field.
 
Time Stamps
[00:48.8] – Inge shares her career journey and explains how Moz and STAT fit into Ziff Davis.
[03:56.5] – How can STAT help with SEO? Inge explains.
[07:39.0] – Inge explains who can use STAT and the training resources available.
[12:25.0] – Inge discusses some of the common mistakes made when optimising for search engines.
[13:52.9] – The potential impact of AI on SEO
[18:07.9] – How is SEO going to change in the future?
[25:23.1] – Inge’s contact details.
 
Quotes
“We're not just reaching out. We're engaging and understanding what makes our audience tick. And that's the future of marketing.” Inge Boubez, Director of Enterprise Marketing at Moz.
“Keep your eyes peeled for the next big thing, but don't forget that it's all about connecting with people on a human level. We're all humans, whether we're talking to the different personas like CEOs, CFOs, SEOs all over the world, we're all still humans.” Inge Boubez, Director of Enterprise Marketing at Moz.
“We're helping SEO professionals understand their unique search landscape and how they're positioned in it, and also helping them find new search opportunities and strategies.” Inge Boubez, Director of Enterprise Marketing at Moz.
 
Follow Inge:
Inge Boubez on LinkedIn: https://www.linkedin.com/in/inge-boubez/
STAT Search Analytics website: https://getstat.com/napier/
STAT Search Analytics on LinkedIn: https://www.linkedin.com/company/stat-search-analytics/
STAT Search Analytics on Twitter: https://twitter.com/getSTAT
STAT Search Analytics on Instagram: https://www.instagram.com/getstat/
Moz website: https://moz.com/
Moz on LinkedIn: https://www.linkedin.com/company/moz/
 
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