Marketing B2B Technology

Jon Benson, founder and CEO of BNSN, joins the podcast to talk about his path from writing the “Fit Over 40” book to becoming a leading direct-response copywriter and building AI tools for copywriting. Benson explains why video sales letters (VSLs) are effective, combining voice and text, narrative, and emotional pain points to reduce skepticism and improve message retention. He describes how his software BNSN generates higher-quality copy than generic chatbots by training on strong examples and running multiple rewriting passes to remove common AI artifacts. Benson argues B2B marketers should write to one person, focus on relieving the buyer’s pain rather than company features, and use tactics like strong subject lines and PS sections in emails. About BNSN BNSN.AI is an AI-powered copywriting platform built for small business owners to create high-converting ads, emails, and sales pages in minutes. It is trained on proven, high-performing marketing campaigns and designed to simplify the process of writing persuasive copy through promptless AI tools and built-in marketing frameworks. About Jon Benson Jon BENSON is a copywriter, entrepreneur, and AI pioneer whose work has quietly shaped how the world buys things online. Best known as the inventor of the Video Sales Letter, the format that became the backbone of modern digital marketing, he has spent decades writing words that move people to act—not through manipulation, but through what he calls “ethical persuasion.” In 2010, Jon turned his attention to copywriting software, becoming one of the earliest pioneers at the intersection of AI and sales copy. That work eventually evolved into BNSN, a platform trained exclusively on high-converting marketing campaigns and built for small business owners who sell good things to good people. BNSN reflects Jon’s core belief that the human element of business—community, coaching, and genuine connection—separates sustainable success from a flash in the pan. Time Stamps 00:00 Welcome and Introductions02:22 Nontechnical AI Builder05:33 Why VSLs Convert08:28 Narrative and Pain12:14 Customers and Big Ideas16:31 Beating AI Slop20:38 Fixing B2B Copy25:16 Email Subject and PS27:40 Career Advice on AI31:58 Resources and Wrap Up Quotes “There’s no such thing as selling to a business. It doesn’t exist. You’re selling to a person at a business.” Jon Benson, CEO at BNSN. “If you don’t speak to the pain of your prospect, you’re not ever going to make them feel like they’re seen, heard, or understood.” Jon Benson, CEO at BNSN. Follow Jon: Jon Benson on LinkedIn: https://www.linkedin.com/in/jonbenson Jon Benson on Instagram: https://www.instagram.com/itsjonbenson/ Jon Benson on X: https://x.com/itsjonbenson Jon Benson on Facebook: https://www.facebook.com/itsjonbenson Jon Benson on YouTube: https://www.youtube.com/channel/UCPDvmgurd-rym4pyPjviIuw BNSN website: https://bnsn.ai/ 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

RS Raghavan, CEO and Co-Founder of Animaker, joins the podcast to share how his passion for visual storytelling inspired a platform that makes video creation as easy as building a PowerPoint. RS explains how Animaker has evolved from a simple editing tool into an AI-powered platform that lets anyone generate videos from text prompts, turning what once took weeks into minutes. He discusses how marketers use video to boost engagement across sales, training, and social media, and why storytelling remains the key to standing out. He also touches on the importance of brand consistency, creativity, and continuous learning, offering practical insights for marketers looking to harness the power of video in a fast-changing digital landscape.About Animaker Animaker is one of the world’s leading AI-powered creative platforms that helps businesses build studio-quality videos in minutes. From L&D professionals & trainers, marketers to educators, entrepreneurs and enterprises, anyone can simplify video creation and marketing at scale with Animaker and its suite of AI tools. Serving over 30Million users worldwide, Animaker's AI suite includes Steve AI, Vmaker AI, Show (AI Marketers), and Picmaker that enables organizations to harness AI for smarter storytelling, faster content productions, and stronger customer engagement.About RS Raghavan RS Raghavan is the CEO & Co Founder of Animaker Inc, a leading double AI patented SaaS startup in the visual content creation space with over 30M + users. With a background in technology and a passion for creativity, Raghav has helped numerous Fortune companies run successful marketing & video campaigns and L&D training sessions. He strongly believes creativity can solve big problems and has delivered keynote talks at top conferences worldwide. RS has received several accolades, including the CII Startupreneur Award and Tech Entrepreneur of the Year He is also involved in initiatives like Say No to Cancer and Education for All.Time Stamps 00:00:18 - Meet RS, CEO and Co-Founder of Animaker00:03:06 - Creating Videos with Animaker00:04:44 - Simplifying Video Production00:07:38 - Standing Out in a Crowded Video Space00:12:50 - Video's Role in the Sales Process00:16:02 - Design Teams vs. DIY Video Creation00:18:50 - Future Trends in Video Marketing00:21:13 - Final Thoughts and Marketing AdviceQuotes "Standing out comes from the story. You can literally have the same character, same background, same all of it. But still, you want to create the engagement that comes from the story." RS Raghavan, CEO and Co-Founder of Animaker. "If you're doing a product launch, have a nice video to it. There is no excuse of not having a video to any of your product launches in the initial days." RS Raghavan, CEO and Co-Founder of Animaker. "Marketing starts before even your product development starts. The moment a feature or something we have developed, the first thing goes in my mind is like, how come the customer is going to receive it?" RS Raghavan, CEO and Co-Founder of Animaker.Follow RS: RS Raghavan on LinkedIn: https://www.linkedin.com/in/rsraghavan/ Animaker website: https://www.animaker.com/ Animaker on LinkedIn: https://www.linkedin.com/company/animaker/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

Ben Smith, Marketing Director at Reachdesk, shares his journey from professional ice skater to marketing leader and dives into the power of gifting in B2B. He explains how Reachdesk helps businesses source, personalize, and automate gifting at a global scale, and why combining physical and digital experiences creates deeper customer connections. Ben also discusses Reachdesk’s marketing strategy, the role of AI in modern marketing, and why personalization, creativity, and genuine relationship building are key to successful outreach. About Ben Meet Ben Smith, a dynamic marketing leader with a passion for driving strategic growth and creative impact. As a seasoned professional at Reachdesk, he’s helped brands build stronger connections, unlock new opportunities, and deliver customer experiences that truly engage. Known for translating big ideas into measurable results, Ben shares actionable insights on outbound and allbound strategies — from sparking pipeline to scaling engagement. Join us as he brings fresh perspectives and stories from the cutting edge of modern marketing. About ReachDesk At Reachdesk, we believe that strong relationships fuel success. Whether you're engaging prospects, celebrating customers, or recognizing employees, our platform makes it simple to deliver personalized moments that resonate at scale. As the only fully integrated gifting and swag solution, we empower go-to-market and people teams to: Strengthen connections with prospects, customers, and employees. Remove operational headaches with a seamless global fulfilment network. Measure the impact of every send, so gifting becomes a strategic advantage, not just a nice-to-have. Time Stamps 00:00:00 - Introduction to Marketing B2B Tech Podcast00:00:18 - Guest Introduction: Ben Smith from Reachdesk00:00:41 - Ben's Unique Career Journey00:01:42 - What Reachdesk Does00:02:31 - Challenges of International Shipping00:03:15 - The Importance of Physical Gifts in a Digital World00:04:30 - Customer Use Cases for Reachdesk00:05:55 - Navigating Gifting Mistakes and Concerns00:07:36 - The Philosophy of Gifting in Marketing00:09:02 - Marketing Strategies at Reachdesk00:11:35 - Building Brand Reputation vs. Driving Leads00:13:04 - Influencer Marketing in B2B00:15:05 - Understanding the Buying Committee00:18:00 - Identifying Gifting Touchpoints in the Customer Journey00:22:04 - The Impact of Technology on Marketing00:25:21 - Advice for New Marketing Professionals Follow Ben: Ben Smith on LinkedIn: https://www.linkedin.com/in/bensmith-reachdesk/ Reachdesk website: https://www.reachdesk.com/ Reachdesk on LinkedIn: https://www.linkedin.com/company/reachdesk/ 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

In this episode of Marketing B2B Technology, Mike sits down with Collin Crowell, VP of Growth for Kameleoon North America, an experimentation platform. Collin discusses the evolution of Kameleoon as a global player in the MarTech industry, emphasises the importance of data-driven decision-making, and explains how Kameleoon enables teams to easily build and test digital experiences. Collin highlights the challenges B2B companies face in adopting experimentation and the need for curiosity and a willingness to explore new approaches. He also offers advice for aspiring marketers, stressing the importance of understanding their audience and leveraging AI tools to enhance productivity. About Kameleoon Kameleoon is an agentic experimentation platform built for modern product and marketing teams. With Prompt-Based Experimentation, any team can turn ideas into live tests in minutes. Once ideas prove their impact, Kameleoon delivers accurate results and gives teams the control to roll them out safely. Trusted by brands like Lululemon, Toyota, Mayo Clinic, and Canada Goose, Kameleoon makes experimentation simple, fast, and scalable across the organization. About Collin Crowell Collin Crowell is VP of Growth for Kameleoon North America, where he leads sales, marketing, and partnerships. He helps experimentation teams design and run tests their way, secure executive buy-in, and get the most out of their tech stack. Based near Whistler, Canada, he spends his free time skiing and mountain biking. Time Stamps 00:00:43 - Colin's Background and Journey to Kameleoon00:03:05 - Overview of Kameleoon and Its Experimentation Platform00:06:11 - Multivariate Testing and Its Complexity00:10:28 - Challenges in B2B Experimentation00:15:05 - The Importance of Incremental Gains00:18:02 - Growing Kameleoon: Balancing Brand and Leads00:21:06 - The Importance of Being Present in Target Channels00:23:09 - Innovative Campaigns: Hot Ones and Qualtrics00:26:00 - Best Marketing Advice Received00:27:29 - Advice for New Marketers: Embrace AI Quotes “"If you can make that process as easy as possible for all of those teams, then the company becomes more data driven.” Collin Crowell, VP of Growth for Kameleoon North America. "We all need to just work together to build better digital experiences. If you can make that what was really technically hard and difficult easy, then you're enabling those marketers to build out those digital experiences." Collin Crowell, VP of Growth for Kameleoon North America. "If the company or the team is not interested in being data-driven or has some executive that refuses to acknowledge that there could be a different way of working, then we probably aren't going to play well in that space." Collin Crowell, VP of Growth for Kameleoon North America. Follow Collin: Collin Crowell on LinkedIn: https://www.linkedin.com/in/collincrowell/ Kameleoon’s website: https://www.kameleoon.com/ Kameleoon on LinkedIn: https://www.linkedin.com/company/kameleoon/ 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

We welcome back Joel Harrison, founder of B2B Marketing and a leading voice in the industry. Four years after his last appearance, Joel shares how B2B marketing has evolved – impacted by COVID, political tensions, AI, and tariffs. From the lasting power of podcasts to the shifting balance between brand and performance marketing, he explores the rise of human-centric strategies in B2B, the real impact of AI on MarTech, and why trust, influence, and advocacy are emerging as the new pillars of marketing success. About B2B Marketing B2B Marketing is the premier provider of insight and intelligence for marketers across all B2B sectors. Its Propolis community intelligence platform helps marketing teams become more effective and successful. The B2B Marketing Awards are the gold standard for excellence in B2B campaigns, while Ignite and the Global ABM Conference are among the most respected events on the B2B marketing calendar. B2B Marketing’s offerings include an extensive content portfolio, such as the B2B Agencies Benchmarking Report, the B2B Marketing Podcast, and a suite of industry-focused training courses. About Joel Harrison Joel Harrison has spent over 20 years at the heart of the B2B marketing industry — as an editor, keynote speaker, ambassador, and evangelist — playing a pivotal role in shaping the dynamic sector we know today. Today, Joel focuses on podcasting, public speaking, advisory work, and his upcoming book on thought leadership. He co-founded B2B Marketing magazine in 2004, establishing key industry events and the Propolis community. He remains co-owner and director of B2B Marketing (www.b2bmarketing.net), though he is no longer operationally involved. Time Stamps 00:00:17 - Guest Introduction: Joel Harrison00:00:44 - What Has Joel Been Doing Over the Last 4 Years?00:02:54 - The Future of Podcasts00:06:28 - Creating Valuable Conferences00:08:40 - How Has the B2B Marketing Landscape Changed?00:12:30 - Making B2B Marketing Less Boring00:16:30 - The Impact of AI on the Marketing Stack00:18:29 - The Rise of Influencer Marketing in B2B00:24:20 - Best Marketing Advice and Career TipsQuotes “In the 22 years I’ve been doing this, I’ve never seen a period that even compares remotely.” Joel Harrison, founder of B2B Marketing “The only thing you can be certain about is uncertainty.” Joel Harrison, founder of B2B Marketing “B2B marketing has definitely got more human. And that’s a good thing.” Joel Harrison, founder of B2B Marketing “AI isn’t the reason to buy a platform. The platform should solve a specific job — AI is just part of how it does it.” Joel Harrison, founder of B2B Marketing “We can’t really envisage what the midterm future looks like right now — we’re just so early in the AI journey.” Joel Harrison, founder of B2B Marketing “It’s not about being boring or not boring — it’s about being human and relevant.” Joel Harrison, founder of B2B Marketing Follow Joel: Joel Harrison on LinkedIn: https://www.linkedin.com/in/joelharrison/ B2B Marketing’s website: https://www.b2bmarketing.net/ B2B Marketing on LinkedIn: https://www.linkedin.com/company/b2b-marketing/ 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

Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com, an A/B testing tool, joins the podcast to explore the world of B2B marketing and conversion rate optimization. Eddie highlights how Convert.com is carving out a distinct space in the A/B testing world, emphasizes the challenges B2B marketers face, particularly around internal bureaucracy and slower adoption of testing strategies, and why agility remains a key differentiator. Mike and Eddie discuss the critical role of curiosity in navigating today’s marketing landscape and how Eddie’s diverse background informs his approach. About Convert.com Convert is a privacy-first A/B testing and web experimentation platform built for fast-growing businesses and agencies. Known for its robust integrations, flexible experimentation framework, and ethical data practices, Convert helps teams optimize digital experiences without compromising user trust. About Eddie Casado Eduardo “Eddie” Casado is a systems thinker, builder, and connector who thrives at the intersection of growth, product, and partnerships. With an MBA and years of cross-functional experience, he’s known for turning ambiguity into traction and having a strong bias for action. Curious by default and strategic by design, Eddie shares his wins, experiments, and lessons in public, helping other operators’ level up. He’s drawn to honest conversations about what works (and what doesn’t), and brings a deep respect for data, people, and long games. Currently leading Affiliate & Technology Partnerships at Convert.com, Eddie is most energized when creating repeatable systems, learning from peers, and unlocking compounding results through aligned collaboration. Time Stamps 00:00:17 - Guest Introduction: Eddie Casado00:00:43 - Eddie's Career Background00:03:40 - What Makes Convert.com Unique00:06:59 - Maturity in MarTech and the Role of AI00:09:23 - Challenges in B2B vs. B2C Marketing00:10:35 - The Need for Improved Conversion Rates in B2B00:14:04 - The Shift in B2B Customer Behavior00:18:04 - Convert's Marketing Strategy00:22:32 - The Role of AI in Marketing00:24:26 - Best Marketing Advice and Career Tips Quotes "B2B needs to realize that people are not on LinkedIn to be sold on." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "The more value you can provide, the more top of mind you are. At the end of the day, the more consideration you'll have." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com "I think we're just tired in B2B. We're tired of getting pitch slapped. We're tired of getting AI slapped with a generic message." Eddie Casado, Affiliate and Technology Partnerships Manager at Convert.com Follow Eddie: Eddie Casado on LinkedIn: https://www.linkedin.com/in/eddie-casado/ Convert.com website: https://www.convert.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/convert-com/ 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

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 Dreamdata00:03:13 - Startup Environment in Denmark00:05:30 - The Challenge of Data Clarity in Marketing00:08:22 - Attribution vs. Incremental Sales Testing00:10:39 - Long Buying Cycles in B2B00:16:12 - Maintaining Data Models Over Time00:19:17 - Freemium Model and Customer Trials00:22:44 - Ad Spend and ROI Considerations00:28:49 - Best Marketing Advice from Lars00:29:39 - Advice for Aspiring Marketers00:30:34 - 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