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Marketing B2B Technology

Marketing B2B Technology

By: Mike Maynard Napier
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Summary

 Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.Copyright 2021 All rights reserved. Economics Marketing Marketing & Sales Politics & Government
Episodes
  • Scaling AI-Powered Personalised Marketing - Eric Frankel - AdGreetz

    Scaling AI-Powered Personalised Marketing - Eric Frankel - AdGreetz
    May 14 2026

    Eric Frankel, CEO of AdGreetz, discusses how AI-powered personalisation is reshaping the future of advertising. Eric explains why so much digital marketing still relies on generic, one-size-fits-all messaging, despite the wealth of customer data available to brands today. He shares how AdGreetz helps companies create highly personalized ads at scale, using AI and automation to deliver more relevant content that improves engagement and campaign performance.

    The conversation explores the opportunities and challenges of mass personalisation, including how brands can balance relevance with privacy, maintain brand consistency across thousands of ad variations, and apply consumer marketing tactics to B2B campaigns. Eric also discusses the growing role of AI in creative production, why innovation is critical for marketers, and the importance of standing out in an increasingly crowded digital landscape.

    About AdGreetz

    AdGreetz is reimagining marketing for an AI-powered and personalised world. We empower brands, agencies, streamers and publishers to produce and deploy unlimited, data-driven, personalized video and display ads and CRM messages on 22 ad-tech & martech channels.

    BizGreetz AI®, empowers anyone to produce compelling video, display ads or freeform content in minutes simply by entering a brand name, URL or by prompting. The world's only platform integrated with 51 AI models (70+ versions and 10+ years of award-winning creative expertise distilled into our proprietary creative agents), BizGreetz AI® is a supercharged version of any video generator you may have seen. No other platform offers our robust and versatile capabilities (including Adobe, Google, OpenAI, ByteDance, Meta, Microsoft, Apple, Amazon, Higgsfield).

    About Eric Frankel

    Prior to founding AdGreetz, Eric Frankel was President of Warner Bros. Domestic Cable Distribution, where he oversaw the distribution (and often production) of the world’s largest TV and movie studio to broadcast, cable, pay-TV and new technologies. While running a multi-billion-dollar a year division, he led the industry to the development and adoption of new technologies, including on-demand video (SVOD & AVOD). He also created and successfully launched the first-ever broadband internet network, In2TV.. After 28 years at WB, in 2010, Eric left WB to launch AdGreetz and spearhead a new frontier of personalised advertising and now, AI creative with BizGreetz AI®.

    Time Stamps

    00:40 - Eric Frankel’s Career Background 02:22 - Why Ads Feel Generic 03:27 - AdGreetz and BizGreetz Explained 04:44 - AI and Personalisation Today 08:41 - How Mass Personalisation Works 12:15 - Misconceptions and Relevance 14:59 - Performance Uplift and Proof 18:17 - Creepy Versus Effective 20:53 - Brand Consistency Guardrails 24:33 - B2B Adoption Challenges 34:50 - Where to Learn More

    35:44 - Closing Thanks

    Quotes

    “I barely ever saw an ad or marketing message that was relevant to me, because it was a world of generic, traditional, one-size-fits-all.” Eric Frankel, CEO of AdGreetz.

    “When you get sick of the message, people may have just started to see it for the first time.” Eric Frankel, CEO of AdGreetz.

    “We do smart, data-driven, relevant, personalised marketing that people pay attention to.” Eric Frankel, CEO of AdGreetz.

    Follow Eric:

    Eric Frankel on LinkedIn: linkedin.com/in/eric-frankel-bb79666

    AdGreetz website: https://www.adgreetz.com/

    AdGreetz on LinkedIn: https://www.linkedin.com/company/adgreetz

    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
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    35 mins
  • The Evolution of Sales Enablement in the Age of AI - Yega Kumarappan - Paperflite

    The Evolution of Sales Enablement in the Age of AI - Yega Kumarappan - Paperflite
    Apr 22 2026
    Yega Kumarappan explores how sales enablement has evolved from simple content distribution into an AI-driven discipline focused on helping sellers close deals. He explains how Paperflite has grown into an agentic platform that supports sales teams across the entire deal lifecycle, spanning prospect intelligence, content intelligence, conversation intelligence, deal intelligence, and AI-powered coaching. These capabilities help sellers access the right information at the right time, track buyer engagement, and predict deal outcomes with greater confidence. The conversation also highlights a broader shift in the market: ownership of sales enablement is moving from marketing to sales as AI makes its impact on revenue more measurable. Yega emphasizes that while content creation has become easier, distribution and ROI measurement are now the biggest challenges. Finally, he reflects on the growing importance of “knowledge sovereignty”—the need for organisations to capture and leverage their unique expertise—arguing that this will be critical for standing out in a world of increasingly generic AI tools. About Paperflite Paperflite is a content experience and intelligence platform designed to help businesses maximise the impact of their content and drive stronger audience engagement. It enables teams to easily discover the most relevant content across the organisation, share it seamlessly across multiple channels, and track how audiences interact with it. With a strong focus on user experience, Paperflite delivers a visually engaging way for prospects, customers, and partners to consume content. Its built-in analytics engine provides deep insights into buyer behaviour, helping teams understand what resonates and take the right actions to improve conversations and conversions. About Yega Kumarappan Yega Kumarappan is the co-founder and Chief Product Officer of Paperflite. Former Head of Technology Prototyping at Cognizant, Yega spent over a decade building and prototyping innovative solutions for global enterprises before founding Paperflite in 2016. Known for his futurist perspective, Yega focuses on shaping how modern sales and marketing teams use content, data, and AI to drive better customer engagement and outcomes. Time Stamps 00:00 - Introduction to Yega Kumarappan and His Career Journey 02:42 - Why Paper Flight Exists 11:23 - Who Buys Enablement 13:14 - Distribution and ROI 16:04 - Inbound Marketing Strategy 19:15 - Knowledge Sovereignty in AI 22:30 - Marketing Advice and Mindset 27:23 - Where to Learn More Quotes “Sales enablement has moved from distributing content to actively helping sellers close deals.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “The real value is delivering the right knowledge at the exact moment it’s needed.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “Creating great content is no longer the hardest problem—distribution is.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “Whoever masters distribution wins.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “It’s not just about content anymore—it’s about proving its impact on revenue.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite Follow Yega: Yega Kumarappan on LinkedIn: https://www.linkedin.com/in/yegakumarappan/ Paperflite website: https://www.paperflite.com/ Paperflite on LinkedIn: https://www.linkedin.com/company/paperflite 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
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    28 mins
  • Inside Menlo Microsystems: Marketing Switch Technology Innovation

    Inside Menlo Microsystems: Marketing Switch Technology Innovation
    Apr 8 2026
    In the latest episode of our Marketing Professionals series, Jackie Rutter, Vice President of Corporate Marketing at Menlo Microsystems, joins Mike to explore what it really takes to build and market a category-defining innovation. From starting her career as an engineer to leading marketing at a fast-scaling deep tech company, Jackie shares why technical credibility, clarity, and customer-focused storytelling are essential, especially when your audience is made up of engineers and your product challenges decades of established thinking. You’ll hear how Menlo Micro is redefining switch technology with its “Ideal Switch” platform, and why success in this space isn’t about hype but education, proof, and trust. The conversation also dives into the differences between large corporations and startup environments, highlighting the importance of focus and fast decision-making in driving rapid growth. Jackie shares insights on marketing to engineers, balancing brand building with commercial results, and how the role of sales is evolving in modern B2B. About Menlo Microsystems Menlo Micro sets a new standard for switches with the Ideal Switch, a chip-scale platform that overcomes performance, efficiency, and scalability bottlenecks of electromechanical relays (EMRs) and semiconductor-based switches.  It’s the first disruptive switching technology in over 30 years and the only platform scalable across both power and frequency domains. The Ideal Switch enables smaller, lighter, faster, more reliable, and energy-efficient systems. From AI and quantum compute to aerospace, defense and power electronics, the Ideal Switch eliminates bottlenecks and reduces the total cost of ownership across today’s most demanding applications. Menlo Micro unlocks new possibilities. For more information, visit www.menlomicro.com or follow the company on LinkedIn.  About Jackie Rutter Jackie Rutter is a seasoned marketing and business leader with over 25 years of experience driving growth across global technology markets. As Vice President of Corporate Marketing at Menlo Micro, she leads the company’s worldwide marketing and communications strategy, delivering measurable impact including doubling revenue in the past year and expanding Menlo Micro’s presence in critical applications including GPU/CPU & HPC T&M, Quantum Compute, AI Data Centers and Industrial Automation. Previously at Analog Devices, Jackie was instrumental in scaling the business from $3.5 billion to over $12 billion in revenue, leading high-profile acquisitions, global marketing programs, and demand-generation initiatives that strengthened ADI’s position in energy, mobility, and industrial markets. Jackie has a proven track record of building high-performing teams, developing scalable marketing strategies, and driving market share growth. She is an active advocate for women in engineering and technology, contributing to IEEE and the GSA Women Leadership Initiative, and regularly shares her leadership insights at industry events. Time Stamps 00:00:00 - Introduction to Jackie Rutter and Her Career Journey 00:04:00 - Understanding Menlo Microsystems and Its Technology 00:06:50 - Marketing Challenges in Redefining a New Category 00:09:10 - Building Credibility in Marketing to Engineers 00:10:40 - Learning from Early Marketing Missteps 00:12:10 - Balancing Brand Building with Lead Generation 00:15:40 - Creating Effective Thought Leadership Content 00:18:30 - The Role of Sales in Modern B2B Marketing 00:24:30 - Closing Remarks and Contact Information Quotes "Even the most powerful innovations, the most powerful technologies fail if people don't understand why it matters. What's the impact to the end application? What's the impact to the end user?" Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. “You need clarity, you need focus, you need passion, you need very, very fast decision-making. So that environment is what's enabled us to double revenue in under a year, which is something that's pretty impressive." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "What MEMS switches is a totally disruptive platform. So it eliminates trade-offs in engineering, mainly on size, on weight, on power consumption and the amount of power density that it drives." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Category creation means education first, right? You can't start selling something that people don't even know they've got a problem with. So it's about education." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Engineers want clarity, they want data, they want transparency, honesty.” Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. Follow Jackie: Jackie Rutter on LinkedIn: https://www.linkedin.com/in/jackie-rutter/ Menlo Micro website: www.menlomicro.com Menlo Micro on LinkedIn: https://www.linkedin.com/company/...
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    25 mins
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