The 1% Insight

Jack Regan
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  • Marketing

Welcome to The 1% Insight podcast, where we help B2B Tech Marketers engage, build trust and create value for their target audience + companies through the power of B2B Content! In each episode, we dive into strategies that will help you engage the majority of your market, those not actively buying today but who are shaping their future buying decisions while also providing value to your existing customers & those who are ready to buy. We explore how B2B Tech companies can turn their content into strategic communication channels that build trust, engage audiences, and provide real value. With a focus on creating content engines that position your brand as a trusted industry voice, The 1% Insight content ensures you have the tactics & information to be top of mind when prospects are ready to buy. If you're ready to learn how to turn early-stage awareness into tomorrow's demand, this podcast is for you. Learn how "The 1%" changes can make all the difference! The 1% Insight is brought to you & sponsored by Trend 7 Media. To learn more visit: https://www.trend7m.com/

  1. 3d ago

    Winning New Business in Highly Regulated Markets with Micheál McGrath of VisibleThread | #28

    Selling into highly regulated markets is challenging. The buying committees are sceptical, the procurement is long and trust has to be earned long before a deal ever opens. Micheál McGrath runs marketing and business development functions at VisibleThread, the RFP software used to win exactly these contracts. His take is to stop treating sales and marketing as the unit. The real unit is many functions working as one. In this episode we get into how you actually win business in regulated markets, why he's not buying the traffic-decline panic and where content plays a role across the buying journey. We also cover how to attribute events properly and defend that budget to a CFO. For B2B tech marketers whose work still stops where sales begins, this is a practical look at running the whole engine as one unit. Key insights for B2B Tech Marketers:  → Sales and marketing alignment isn't enough. The real unit is many functions like marketing, sales, CS and product. If they're not all working together, you're at nothing.  → The best marketers know every sales deal as well as the head of sales does. That visibility is what makes the marketing strategy sharp.  → Selling into regulated markets means earning trust before the deal opens. Buying committees come in educated and sceptical, so the work happens long before a sales rep is involved.  → Attribute events by type, not by first touch. It's very rare someone's first touch is your physical event, so judge customer events on the expansion and renewals that follow six months later.  Connect with Micheál on LinkedInThanks for listening to The 1% Insight! • Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing  • Connect with me on LinkedIn  • Subscribe to our 1% Insight Newsletter  • Watch & Subscribe our YouTube Channel  • Visit our Website  The 1% Insight is brought to you by Trend 7 Media!

    38 min

  2. Jun 17

    How To Run a B2B Influencer Programme with Chris Peters & Will Beech of Moon at Dawn | #27

    If you're marketing a B2B tech company, you've probably watched the influencer conversation grow on LinkedIn and wondered whether any of it applies to you. Chris Peters and Will Beech of Moon at Dawn make the case that it does, but not in the way most tech brands assume. In this episode we get into why picking creators on "vanity and vibes" is the fastest way to waste budget, why your own customers are your most credible advocates and how peer content is now shaping the answers buyers get from LLMs.  We also cover how to set up a programme from scratch when you've got nothing in place, how to measure it against the campaigns you already run and what a fully integrated influencer engine looks like twelve months in. For B2B tech marketers trying to build trust with an out of market audience, this is a practical look at a channel most of your competitors are still getting wrong. Key insights for B2B Tech Marketers: → Influence in B2B goes far beyond content creators. Subject matter experts, academics and key opinion leaders are the under-tapped opportunity while everyone else chases creators. → Start with your customers. They already know the product, so they can speak to it more authentically than any paid creator and they'll often do it for free. → Peer content is now feeding LLM answers. Getting trusted voices to validate your research and brand directly influences what buyers see when they ask an AI. → "Vanity and vibes" selection is a common failure. Build a business case with real signals behind every influencer, not follower counts and gut feel. → Activate a cohort, not a single bet. Twelve to fifteen smaller, relevant voices beats betting the house on one big creator. → Measure against what you already run. Benchmark an influencer pilot against your existing awareness or lead gen activity. → The goal is integration, not a side project. A mature programme runs horizontally through events, content and PR not as an adjacent experiment. Connect with Chris on LinkedInConnect with Will on LinkedInThanks for listening to The 1% Insight! • Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing  • Connect with me on LinkedIn  • Subscribe to our 1% Insight Newsletter  • Watch & Subscribe our YouTube Channel  • Visit our Website  The 1% Insight is brought to you by Trend 7 Media!

    28 min

  3. May 20

    Focus: An Underrated Revenue Lever with Gerard Gilsenan of Fund Recs | #26

    In this episode of The 1% Insight, I sit down with Gerard Gilsenan, Chief Revenue Officer at Fund Recs, an Irish-headquartered B2B tech company who have built a reconciliation and data processing software for the global funds Industry. We get into why focus is one of the most underrated revenue levers in B2B tech, how trust gets built and broken in regulated industries, what real sales and marketing alignment looks like when both functions share one revenue number, how to build a sales team from scratch when you're the first commercial hire and where AI is genuinely useful in revenue today versus where the hype is. Key Insights for B2B Tech Marketers: Narrow focus beats broad ambition, the companies that grow fastest get really clear on what they do well and who they do it well forTrust is the compounding asset in B2B Tech, every bad experience your buyer has had with a previous vendor raises the bar your content and brand have to clearThe strongest sales and marketing alignment comes from shared goals tied to revenue and pipeline, not from sharing leadsAttribution will never be perfect, but tracking pipeline generated and revenue closed from specific activity is more honest than chasing lead volumeICP alignment between sales and marketing matters more than alignment on tactics, both teams need to be working towards the same type of buyerAI's biggest opportunity in revenue is not only efficiency, it's in the quality of capturing what was actually said in a buyer conversation rather than a salesperson's filtered version of itSmall improvements compound, most teams overestimate what they can do in a day and underestimate what they can build in a yearCuriosity is the most underrated trait in revenue, the best sellers and marketers are the ones who keep asking better questionsGerard's 1% Insight comes down to one word: curious. The people who keep getting better are the ones who keep asking better questions, of themselves, their customers and the market. Connect with Gerard on LinkedInLearn about Fund RecsThanks for listening to The 1% Insight! • Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing  • Connect with me on LinkedIn  • Subscribe to our 1% Insight Newsletter  • Watch & Subscribe our YouTube Channel  • Visit our Website  The 1% Insight is brought to you by Trend 7!  Keywords: B2B technology marketing, SaaS Marketing, Revenue Marketing, Sales and Marketing Alignment, B2B Sales, AI in Sales, Trust in B2B, B2B Strategy, Tech Industry Insights, Demand Generation, B2B Content Strategy, Focus, Revenue Growth

    31 min

  4. May 7

    3 Ways to Build Trust Through B2B Content in an AI World | #25

    AI is one of the most exciting technologies we've ever had access to and it's changing how B2B tech marketing teams work, build and create content every single day. The productivity gains are massive and the opportunities are endless. But here's the thing, there has never been more content in the world, and more quantity does not mean more quality. As feeds get flooded with AI generated posts, your prospects are getting sharper about who they actually trust, and in B2B tech where buying committees are weighing six and seven figure decisions, trust is what moves deals forward. In this episode of The 1% Insight, I walk through three practical ways to build trust through your B2B content in an AI driven world. This is not an anti-AI conversation because AI is a brilliant enabler when used well.  The point is that the brands winning in 2026 and beyond are the ones combining the speed of AI with something it cannot replicate, and that is real people having real conversations and sharing real insights. Most of your ICP isn't ready to buy right now but they are forming opinions every single day and the content they consume in those out of market moments is what shapes whether your brand gets shortlisted when they finally enter a buying cycle. Key insights for B2B Tech Marketers: Get real people in your content: Your team, your customers and industry thought leaders are your strongest trust signal, and putting a face to the brand is something AI cannot fake.Share unique insights and stories: Sales teams know the objections, operations teams know the product and founders know where the industry is heading, and these perspectives give your prospects something the AI generated average of the internet never will.Have more conversations with your customers and industry thought leaders: Case studies remain one of the highest performing content formats in B2B tech, and bringing customers or though leaders onto a podcast deepens the relationship while capturing insights your audience wants to hear.Follow The 1% Insight on Spotify, Apple Podcasts or YouTube for regular insights on B2B tech content marketing. Thanks for listening to The 1% Insight!  • Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing  • Connect with me on LinkedIn  • Subscribe to our 1% Insight Newsletter  • Watch & Subscribe our YouTube Channel  • Visit our Website  The 1% Insight is brought to you by Trend 7!

    14 min

  5. Apr 15

    Team-Led Content: The B2B Marketing Growth Channel You're Probably Ignoring | #24

    Your team is sitting on fantastic insights. Engineering, operations, finance. Every department has expertise and experiences that your prospects genuinely want to hear about and the great news is that you don't need a massive budget or a complicated setup to start getting those insights out there. In this episode of The 1% Insight, I dive into why team-led content on LinkedIn is becoming one of the biggest opportunities in B2B tech marketing right now and how it works best when it runs alongside your brand account, not instead of it. Both channels play a crucial role, and the companies that figure out how to get them working together are the ones that are going to build serious trust and mental availability with their target market over time. Most of your prospects aren't making a buying decision today, but they are forming opinions every single day. Personal LinkedIn pages are consistently outperforming brand accounts when it comes to reach and engagement.  That doesn't mean the brand account isn't important, it absolutely is. But when your team members are also sharing valuable, relevant content through their own personal brands, it creates a content ecosystem where prospects are landing on your company from multiple angles. That's a powerful position to be in. I run through a practical framework you can start implementing straight away, from getting buy-in across departments, to recording insights in a simple conversational format, to building a content calendar that keeps things consistent without putting the heavy lifting on non-marketers. Key insights for B2B Tech Marketers: Personal LinkedIn pages are gathering significantly more engagement than brand accounts. People connect with people more than they connect with logos and that creates a brilliant opportunity for your team to extend your brand's reach.Brand content and team-led content work best together. This isn't about choosing one over the other. It's about creating an ecosystem where both channels reinforce each other and increase your chances of being in front of the right prospects at the right time.You don't need a podcast to get started. A simple recorded conversation with a team member, focused on the problems your ICP faces, gives you a fantastic bank of insights to repurpose across short-form video and text.The secret to making this work long term is building a system. A content calendar, captions written in each person's tone of voice and an easy approval workflow makes it frictionless for your team to stay consistent.Frame every piece of content around solving real problems for your ICP. Your team's unique expertise and insights are a genuine differentiator and that is what will set your company apart.Thanks for listening to The 1% Insight!  • Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing  • Connect with me on LinkedIn  • Subscribe to our 1% Insight Newsletter  • Watch & Subscribe our YouTube Channel  • Visit our Website  The 1% Insight is brought to you by Trend 7!

    17 min

  6. Feb 17

    Scaling B2B Tech Companies Through Effective Revenue Marketing with Guntram Friede | #23

    In this episode of The 1% Insight, I sit down with Guntram Friede, VP of Marketing at Celonis and investor in B2B Tech startups, to explore how B2B Tech Marketing teams can drive measurable revenue impact. What You'll Learn: The Revenue Marketing Fundamentals Guntram shares his journey from implementing CRM systems to leading marketing at one of Europe's largest tech companies, revealing how early exposure to sales operations shaped his revenue-first approach. He explains the critical shift from focusing solely on lead generation metrics to measuring what truly matters such as closed-won revenue. The Bow Tie Model: Beyond the Traditional Funnel Discover why the traditional marketing funnel is incomplete. Guntram introduces the bow tie framework, which extends marketing's responsibility beyond deal closure to include customer expansion, renewal and advocacy. Learn how this approach positions marketing as a strategic partner across the entire customer lifecycle. Escaping Common B2B Marketing Traps We discuss the pitfalls that prevent marketing teams from driving revenue, including the lead quality versus volume scenario, how content commoditisation undermines buyer trust, why gating content is outdated and the importance of data unification across your revenue operations stack. The Brand and Demand Balance Guntram challenges the traditional separation between brand and revenue marketing, explaining how to integrate brand thinking into every campaign and tactic. Learn why brand matters even in late-stage opportunities and how to maintain consistent messaging throughout the customer journey. Practical Tactics for Different Buying Stages  For out-of-market buyers, Guntram emphasises building trust through communities and education rather than product pitches. For in-market opportunities, he shares how marketing can assist sales teams through account-based approaches, executive briefings and enabling internal champions. Internal Storytelling and Asset Utilisation  Marketing teams must visualise their impact for sales leaders, ensure customer success stories are accessible to business development teams and avoid creating expensive assets that go unused in actual sales conversations. Key Takeaway: Guntram's 1% Insight centres on two principles: be relevant and create urgency. Whether communicating externally with prospects or internally with sales teams, cutting through the noise with a clear signal is what separates effective revenue marketing from traditional demand generation. Connect with Guntram on LinkedIn Thanks for listening to The 1% Insight!  • Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing  • Connect with me on LinkedIn  • Subscribe to our 1% Insight Newsletter  • Watch & Subscribe our YouTube Channel  • Visit our Website  The 1% Insight is brought to you by Trend 7!

    40 min

  7. Jan 27

    The Importance of Trust in B2B Marketing with Joel Harrison | #22

    In this week’s episode of The 1% Insight, host Jack Regan sits down with Joel Harrison, a veteran in the B2B Marketing space with over 20 years of experience shaping the industry. Joel co-founded B2B Marketing in 2004 and has been instrumental in establishing key industry communities & events including the Propolis community, B2B Marketing Awards, B2B Ignite, and the Global ABM Conference. He currently hosts the Trust & Influence in B2B podcast and can be regularly seen on stages across the globe as a keynote speaker and industry commentator.  Why Trust Matters More Than Ever Joel explains how trust has become increasingly critical in today's B2B landscape. Several factors have converged to make trust essential: growing societal cynicism, the diminishing authority of traditional media sources, increased market noise, and the proliferation of AI-generated content. Marketing teams must now work harder than ever to cut through the noise and build genuine relationships with their audiences.  Joel identifies three interconnected pillars that B2B organisations should focus on: Thought Leadership, Influencer Marketing & Advocacy. Key Insights for B2B Tech Marketers  Trust is a defining challenge for B2B marketers in 2026 due to increased cynicism, market noise, and AI-generated content.Thought leadership must demonstrate impact throughout the entire buyer journey, not just at the top.B2B influencer marketing includes your team, industry experts, and journalists not just paid promoters.Customer advocacy is vastly underutilised, move beyond case studies to operationalise customer voices.Consistency over time beats complex tactics, simple, sustained efforts deliver better results. This is a great episode for B2B Tech Marketers who are searching for the 1% changes that can make a huge difference over time. • Connect with Joel on LinkedIn  • Learn about Joel’s work, podcast & more: Learn more Thanks for listening to The 1% Insight!  • Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing  • Connect with me on LinkedIn  • Subscribe to our 1% Insight Newsletter  • Watch & Subscribe our YouTube Channel  • Visit our Website  The 1% Insight is brought to you by Trend 7!  Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

    35 min

  8. Jan 21

    Aligning Marketing & Sales in B2B Tech Companies for Sustainable Revenue Growth with Maurice Lawlor of Prerender.io | #21

    This week on The 1% Insight, we welcome Maurice Lawlor, Head of Enterprise Sales at Prerender.io, for an in-depth conversation about creating harmony between marketing and sales functions to fuel long-term business success in the B2B Tech sector. Maurice examines how buyer behaviour has transformed, with decision-makers now preferring to research solutions independently before initiating contact with vendors. He discusses why establishing a presence across diverse channels from search to social media to LLMs has become fundamental to engaging prospects during their research phase. Maurice advocates for centring your communications around the specific challenges your technology addresses, using real customer experiences to demonstrate value and establish credibility with your target market. Key Insights for B2B Tech Marketers: Today's B2B Buyers complete substantial research autonomously, requiring marketers to maintain visibility across multiple digital touchpointsProblem-centric storytelling that showcases customer outcomes proves more effective than technical feature listsPlacing both functions under common leadership reduces friction and ensures teams pursue aligned objectivesLong-term success depends on understanding your customers' problems and maintaining consistency in strategy executionEstablishing common performance indicators across departments eliminates territorial boundaries and strengthens revenue-focused collaborationThe episode emphasises that enduring business growth flows from deep customer understanding combined with disciplined, repeatable execution. If your organisation faces challenges with prospect handoffs, conflicting team priorities, or fragmented customer communications, you'll find practical frameworks for building a more unified and effective revenue engine. Connect with Maurice on LinkedInLearn about Prerender.ioThanks for listening to The 1% Insight! Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast MarketingConnect with me on LinkedInSubscribe to our 1% Insight NewsletterWatch & Subscribe our YouTube ChannelVisit our WebsiteThe 1% Insight is brought to you by Trend 7! Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing

    31 min
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About

Welcome to The 1% Insight podcast, where we help B2B Tech Marketers engage, build trust and create value for their target audience + companies through the power of B2B Content! In each episode, we dive into strategies that will help you engage the majority of your market, those not actively buying today but who are shaping their future buying decisions while also providing value to your existing customers & those who are ready to buy. We explore how B2B Tech companies can turn their content into strategic communication channels that build trust, engage audiences, and provide real value. With a focus on creating content engines that position your brand as a trusted industry voice, The 1% Insight content ensures you have the tactics & information to be top of mind when prospects are ready to buy. If you're ready to learn how to turn early-stage awareness into tomorrow's demand, this podcast is for you. Learn how "The 1%" changes can make all the difference! The 1% Insight is brought to you & sponsored by Trend 7 Media. To learn more visit: https://www.trend7m.com/

Information

  • Creator
    Jack Regan
  • Years Active
    2024 - 2026
  • Episodes
    29
  • Rating
    Clean
  • Copyright
    © 2026 The 1% Insight
  • Show Website
    The 1% Insight