The Marketing Automation Moment Podcast B2B Marketing and PR

HubSpot’s recent data hack raises serious questions about the safety and security of our data. Mike and Hannah discuss the implications of this data breach and what it could mean for both marketers and businesses.
They also talk about the latest updates from Salesforce’s Summer 24 release, share their insights on effective strategies for lead conversion, and discuss the considerations marketers should keep in mind when deciding between marketing automation platforms and dedicated social media scheduling platforms.
Catch up with Napier’s latest on-demand webinar “Segmentation Secrets: 9 Ways to Target the Right Audience”: https://napier-partnership-limited.webinargeek.com/segmentation-secrets-9-ways-to-target-the-right-audience
Acton Webinar “Crafting A Modern Love Lead Story: Strategies for Effective Lead to Pipeline Conversion”: https://success.act-on.com/acton/fs/blocks/showLandingPage/a/9883/p/p-0c7b/t/page/fm/0
 
About Napier
Napier is a PR-lead, full service marketing agency that specialises in the B2B technology sector. We work closely with our clients to build campaigns, focusing on achieving results that have a significant positive impact on their businesses and which, above all, ensure maximum return on their investment.
 
About Mike Maynard
Mike is the Managing Director/CEO of Napier, a PR and marketing agency for B2B technology companies. A self-confessed geek who loves talking about technology, he believes that combining the measurement, accountability and innovation that he learnt as an engineer with a passion for communicating ensures Napier delivers great campaigns and tangible return on investment.
 
About Hannah Wehrly
Hannah is the Head of Business Development and Marketing at Napier and leads on pitching, proposal writing, lead nurturing, email marketing, social media and content creation. Hannah joined the Napier team back in 2017 as a Marketing Specialist after completing her degree in Marketing and Communications, and her role focuses on developing new relationships with potential clients.
 
Time Stamps
[00:53.4] – Mike and Hannah discuss the recent HubSpot hack and what this could mean for marketers.
[04:34.6] – Hannah talks about Salesforce’s Summer 24 releases, including the Einstein AI tool and their new large language model.
[10:17.6] – Mike and Hannah talk about a recent Acton webinar and strategies for lead conversion.   
[13:13.1] – Insightful tip of the week: should marketers use their marketing automation for social media scheduling and analytics?
 
Follow Mike and Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Hannah Wehrly on LinkedIn: https://www.linkedin.com/in/hannah-wehrly-b0706a107/
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 Automation 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 – Marketing B2B Technology: https://podcasts.apple.com/gb/podcast/marketing-b2b-technology/id1485417724

Lead nurturing is a key strategy within B2B marketing, and understanding your buying committee is essential to success. Mike and Hannah discuss how to use intent data to build paths through the buying journey for different personas, how to deal with data integration issues across platforms, and whether quality or quantity is the best approach to email marketing.
They also offer a sneak peek at our upcoming webinar “GDPR: What the Hell is Legitimate Interest?” and explore how GDPR can impact marketing automation and the opportunities marketers may be missing.
Register for the webinar on Monday 20th May, at 4:30pm BST, or watch on demand: https://napier-partnership-limited.webinargeek.com/gdpr-what-the-hell-is-legitimate-interest
 
About Napier
Napier is a PR-lead, full service marketing agency that specialises in the B2B technology sector. We work closely with our clients to build campaigns, focusing on achieving results that have a significant positive impact on their businesses and which, above all, ensure maximum return on their investment.
 
About Mike Maynard
Mike is the Managing Director/CEO of Napier, a PR and marketing agency for B2B technology companies. A self-confessed geek who loves talking about technology, he believes that combining the measurement, accountability and innovation that he learnt as an engineer with a passion for communicating ensures Napier delivers great campaigns and tangible return on investment.
 
About Hannah Wehrly
Hannah is the Head of Business Development and Marketing at Napier and leads on pitching, proposal writing, lead nurturing, email marketing, social media and content creation. Hannah joined the Napier team back in 2017 as a Marketing Specialist after completing her degree in Marketing and Communications, and her role focuses on developing new relationships with potential clients.
 
Time Stamps
[00:59.9] – Mike and Hannah discuss lead nurturing and the buying committee.
[05:44.4] – Is the MarTech stack too large? How can marketer integrate data across platforms.
[10:56.0] – What is the impact of GDPR on marketing automation?   
[15:05.2] – Top tips on ensuring high deliverability of emails.
 
 Quotes:
“When people build lead nurturing and when people are building these workflows, they need to make sure that they are appealing to these different people in the buying committee.” Hannah Wherly, Head of Business Development at Napier.
 
Follow Mike and Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Hannah Wehrly on LinkedIn: https://www.linkedin.com/in/hannah-wehrly-b0706a107/
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 Automation 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 – Marketing B2B Technology: https://podcasts.apple.com/gb/podcast/marketing-b2b-technology/id1485417724

Join Mike and Hannah as they discuss the latest updates from the world of marketing automation, including the potential acquisition of HubSpot by Alphabet and what this could mean for the platform and insights from Salesforces’ recent world tour.
They also share some best practices for building email nurturing sequences and explain why simplicity may be better.
 
About Napier
Napier is a PR-lead, full service marketing agency that specialises in the B2B technology sector. We work closely with our clients to build campaigns, focusing on achieving results that have a significant positive impact on their businesses and which, above all, ensure maximum return on their investment.
 
About Mike Maynard
Mike is the Managing Director/CEO of Napier, a PR and marketing agency for B2B technology companies. A self-confessed geek who loves talking about technology, he believes that combining the measurement, accountability and innovation that he learnt as an engineer with a passion for communicating ensures Napier delivers great campaigns and tangible return on investment.
 
About Hannah Wehrly
Hannah is the Head of Business Development and Marketing at Napier and leads on pitching, proposal writing, lead nurturing, email marketing, social media and content creation. Hannah joined the Napier team back in 2017 as a Marketing Specialist after completing her degree in Marketing and Communications, and her role focuses on developing new relationships with potential clients.
 
Time Stamps
[01:08.3] – The potential acquisition of Hubspot by Alphabet.
[03:35.5] – HubSpot’s new pricing format.
[09:47.1] – The latest updates from Salesforce’s World Tour   
[14:41.9] – Best practices when setting up email nurturing campaigns.
 
Follow Mike and Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Hannah Wehrly on LinkedIn: https://www.linkedin.com/in/hannah-wehrly-b0706a107/
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 Automation 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 – Marketing B2B Technology: https://podcasts.apple.com/gb/podcast/marketing-b2b-technology/id1485417724

With AI supporting more and more everyday marketing activities, there is a risk of becoming too reliant on the technology and the data it produces.
Mike Maynard and Hannah Wehrly  discuss why marketers should continue to play an essential role in data analysis, they explain the risks and benefits of chatbots and the role they will play going forward and discuss how dynamic emails can improve efficiency and effectiveness.
 
About Napier
Napier is a PR-lead, full service marketing agency that specialises in the B2B technology sector. We work closely with our clients to build campaigns, focusing on achieving results that have a significant positive impact on their businesses and which, above all, ensure maximum return on their investment.
 
About Mike Maynard
Mike is the Managing Director/CEO of Napier, a PR and marketing agency for B2B technology companies. A self-confessed geek who loves talking about technology, he believes that combining the measurement, accountability and innovation that he learnt as an engineer with a passion for communicating ensures Napier delivers great campaigns and tangible return on investment.
 
About Hannah Wehrly
Hannah is the Head of Business Development and Marketing at Napier and leads on pitching, proposal writing, lead nurturing, email marketing, social media and content creation. Hannah joined the Napier team back in 2017 as a Marketing Specialist after completing her degree in Marketing and Communications, and her role focuses on developing new relationships with potential clients.
 
Time Stamps
[00:54.5] – AI’s role in data analytics.
[04:06.5] – Switching marketing automation platforms. Is it worth it?
[08:18.4] – HubSpot’s state of marketing and trends report 2024.   
[10:44.2] – Chatbots and the role they play in marketing.
[13:38.4] – Dynamic emails, how to use them and their benefits.
 
Follow Mike and Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Hannah Wehrly on LinkedIn: https://www.linkedin.com/in/hannah-wehrly-b0706a107/
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 Automation 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 – Marketing B2B Technology: https://podcasts.apple.com/gb/podcast/marketing-b2b-technology/id1485417724

Spam complaints can harm the reputation and delivery of your email marketing campaigns. The average email spam complaint rate across the B2B space is very high at 2%. So, how can you create emails that overcome this issue?
Mike Maynard and Hannah Wehrly  discuss best practices for producing effective emails, from ensuring content matches the subject line to adjusting email design based on the content. They also share their thoughts on how they believe the use of AI will impact personalisation.
 
About Napier
Napier is a PR-lead, full service marketing agency that specialises in the B2B technology sector. We work closely with our clients to build campaigns, focusing on achieving results that have a significant positive impact on their businesses and which, above all, ensure maximum return on their investment.
 
About Mike Maynard
Mike is the Managing Director/CEO of Napier, a PR and marketing agency for B2B technology companies. A self-confessed geek who loves talking about technology, he believes that combining the measurement, accountability and innovation that he learnt as an engineer with a passion for communicating ensures Napier delivers great campaigns and tangible return on investment.
 
About Hannah Wehrly
Hannah is the Head of Business Development and Marketing at Napier and leads on pitching, proposal writing, lead nurturing, email marketing, social media and content creation. Hannah joined the Napier team back in 2017 as a Marketing Specialist after completing her degree in Marketing and Communications, and her role focuses on developing new relationships with potential clients.
 
Time Stamps
[00:41.7] – Mike and Hannah discuss some insights from recent Salesforce and Acton webinars.
[06:13.8] – Mike discusses the importance of making sure email copy is engaging.
[07:07.1] – The importance of brand and consistency.   
[09:12.1] – Mike and Hannah discuss mass personalisation with AI.
[12:31.7] – Mike and Hannah share their insightful tip of the week.
 
Quotes
“Sometimes the subject line oversells the content and people think they're opening an email about one thing and actually it's not quite as good.” Mike Maynard, Managing Director at Napier.
 
Follow Mike and Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Hannah Wehrly on LinkedIn: https://www.linkedin.com/in/hannah-wehrly-b0706a107/
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 Automation 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 – Marketing B2B Technology: https://podcasts.apple.com/gb/podcast/marketing-b2b-technology/id1485417724

2023 has been a big year in the world of marketing automation with technologies such as AI starting to revolutionise how marketers work.
Mike Maynard and Hannah Wehrly take a look back at 2023, discuss the highlights of the year and share their thoughts on what marketers can do next year to leverage new technologies and level up their marketing automation activities.
 
About Napier
Napier is a PR-lead, full service marketing agency that specialises in the B2B technology sector. We work closely with our clients to build campaigns, focusing on achieving results that have a significant positive impact on their businesses and which, above all, ensure maximum return on their investment.
 
About Mike Maynard
Mike is the Managing Director/CEO of Napier, a PR and marketing agency for B2B technology companies. A self-confessed geek who loves talking about technology, he believes that combining the measurement, accountability and innovation that he learnt as an engineer with a passion for communicating ensures Napier delivers great campaigns and tangible return on investment.
 
About Hannah Wehrly
Hannah is the Head of Business Development and Marketing at Napier and leads on pitching, proposal writing, lead nurturing, email marketing, social media and content creation. Hannah joined the Napier team back in 2017 as a Marketing Specialist after completing her degree in Marketing and Communications, and her role focuses on developing new relationships with potential clients.
 
Time Stamps
[00:40.04] – Mike and Hannah share their marketing automation highlights of the year.
[01:56.08] – Mike discusses how he thinks AI will impact marketing tools going forward.
[05:45.08] – Mike and Hannah talk about customer journeys and personalisation.  
[10:01.08] – How are customer journey going to change in 2024?
[14:31.01] – Mike and Hannah share their tips for 2024.
 
Quotes
“I think a lot of AI is going to go and they're trying to bury the AI in the product. So, the product will just be smarter, and you won't think about AI and not AI, it will just all be one thing.” Mike Maynard, Managing Director at Napier.
“Do these campaigns, but look at the data, see how people are interacting and how you can take the personalization to the next level based on this interest that the prospect has got behind them.” Hannah Wehrly, Head of Business Development and Marketing at Napier.
 
Follow Mike and Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Hannah Wehrly on LinkedIn: https://www.linkedin.com/in/hannah-wehrly-b0706a107/
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 Automation 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 – Marketing B2B Technology: https://podcasts.apple.com/gb/podcast/marketing-b2b-technology/id1485417724