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