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