In this episode of the Marketing Automation Moment podcast, Hannah Kelly and Mike Maynard explore whether marketing automation as we know it is truly over. They break down Salesforce’s decision to cut 4,000 support roles while adding 5,000 sales positions, share key takeaways from Dreamforce, including AI agents and deeper Slack integration, and take a closer look at HubSpot’s new loop marketing concept. The episode wraps up with guidance on recognizing when a campaign isn’t working and how to adjust.   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 Kelly 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 00:00:00 - Introduction to Marketing Automation Moment Podcast00:01:10 - Active Campaign's Bold Statement on Marketing Automation00:03:00 - Salesforce's Controversial Staffing Changes00:05:50 - Insights from Dreamforce: AI and Slack00:08:06 - HubSpot's Loop Marketing Concept00:11:01 - When to Give Up on a Campaign: Insights and Tips00:15:27 - Conclusion and Final Thoughts   Follow Mike and Hannah: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Hannah Kelly on LinkedIn: https://www.linkedin.com/in/hannah-kelly-b0706a107/?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAABriH7cBjOKakLTry2oZpPzoqKYXgLp0ttY 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

In this episode of the Marketing Automation Moment podcast, Hannah and Mike dive into the latest trends in MarTech. They kick off with Act-On’s new Marketing Technology Insights report, unpacking why small teams are struggling with complex tech stacks and why ease of use now tops the priority list. The conversation moves to AI, with a debate on whether the hype has peaked, discuss the realities of implementing AI effectively, and explore Adobe’s announcement of specialized AI agents designed to enhance customer experiences. Finally, they touch on the upcoming Dreamforce event and wrap up with Mike’s tip of the week on GDPR compliance, reminding marketers of the risks of outdated data and the importance of clean databases.   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 Kelly 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 00:00:00 - Introduction to Marketing Automation Moment Podcast00:00:53 - Act-On’s Marketing Technology Insights Report00:01:15 - Insights on Small Marketing Teams and Tool Stacks00:03:15 - The Importance of Ease of Use in Marketing Tools00:04:34 - AI Capabilities and Marketer Priorities00:06:13 - The Reality of AI in Marketing00:08:40 - Adobe's New AI Agents Announcement00:10:02 - Specific AI Functions vs. General AI Solutions00:12:11 - The Future of AI in Marketing Platforms00:13:35 - Discussion on Dreamforce Event00:15:52 - GDPR Compliance and Data Management Tips00:17:27 - Conclusion and Final Thoughts   Follow Mike and Hannah: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Hannah Kelly on LinkedIn: https://www.linkedin.com/in/hannah-kelly-b0706a107/?miniProfileUrn=urn%3Ali%3Afs_miniProfile%3AACoAABriH7cBjOKakLTry2oZpPzoqKYXgLp0ttY 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

In this episode of the Marketing Automation Moment podcast, hosts Mike and Hannah record from a professional studio in London, enjoying a change of scenery and face-to-face conversation. They dive into the latest in marketing automation updates, starting with HubSpot’s Breeze AI agents. The discussion explores the effectiveness of AI in B2B customer service, the challenges of training AI for complex queries, and the importance of balancing automation with human support. The episode also touches on ActiveCampaign’s use of quizzes and interactive content for customer profiling, as well as Salesforce’s latest backend AI developments. Mike unpacks the technical side, while Hannah brings it back to what matters for marketers. They wrap up with a reminder that strategy is still at the heart of successful marketing automation, emphasizing the need for clear goals and alignment between sales and marketing teams. 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 Kelly 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 00:00:00 - Introduction to The Marketing Automation Moment Podcast 00:00:20 - HubSpot's Breeze AI Agents 00:04:27 - Using Quizzes for Customer Profiling 00:07:45 - Salesforce AI Updates 00:10:12 - Importance of Strategy in Marketing Automation 00:13:01 – Conclusion and Final Thoughts Follow Mike and Hannah: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Hannah Kelly 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

In this episode of the Marketing Automation Moment Podcast, Hannah and Mike tackle the limits of AI in marketing strategy, reacting to a recent MarTech article that questions whether AI can truly plan campaigns. They debate Adobe’s position in the marketing automation space and discuss the rise of AI-generated creatives. Also in the episode, they break down why simplified customer journeys don’t work in B2B, and share a smart tip for improving your data quality over the quieter summer months. 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 00:00:00 - Introduction to The Marketing Automation Moment Podcast00:01:01 - AI and Marketing Strategy00:02:12 - The Reality of AI in Marketing00:03:28 - Adobe's Digital Experience Update00:05:31 - Dynamic Image Generation00:07:44 - Customer Journeys vs. Funnels00:09:52 – Data Quality Improvement Tips00:11:36 – Conclusion and Final Thoughts 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

In this episode of the Marketing Automation Moment Podcast, Hannah and Mike explore the latest trends in partner marketing automation platforms, featuring insights from Forrester’s recent report. They also break down Salesforce’s Summer ’25 release and what it means for marketers. The conversation continues with Microsoft’s new email marketing restrictions, DotDigital’s surprising rise in email volume, and growing SMS engagement across global markets. Plus, they share a clever way to integrate AI, even if your platform doesn’t support it. 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 00:00:00 - Introduction to The Marketing Automation Moment Podcast 00:00:21 - Partner Marketing Automation Platforms 00:03:11 - Salesforce Summer 25 Release 00:05:37 - Email Marketing Restrictions by Microsoft 00:09:38 - DotDigital Email Marketing Report 00:10:53 - SMS Engagement Trends 00:12:46 – Insightful Tip of the Week: Integrating AI 00:14:45 – Conclusion and Final Thoughts 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

In this episode of the Marketing Automation Moment podcast, Hannah and Mike discuss exciting developments in the marketing automation space, including ActiveCampaign's partnership with Wix, and HubSpot's acquisition of Dashworks, an AI company that enhances internal document search capabilities. The conversation further explores HubSpot's commitment to user training, emphasising the importance of structured training sessions for different skill levels to improve user engagement and retention. 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 00:00:00 - Introduction to The Marketing Automation Moment Podcast 00:00:54 - ActiveCampaign and Wix Partnership 00:02:57 - HubSpot Acquires Dashworks 00:04:49 - The Need for AI in Marketing Automation 00:07:13 - Importance of Ongoing Training in Marketing Platforms 00:10:06 - HubSpot's Inbound Conference 00:11:44 - Spring Cleaning Your Marketing Automation Platform 00:15:00 – Conclusion and Final Thoughts 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

This episode dives into the challenges of attribution in marketing, the benefits of content repurposing, and what’s new in Salesforce’s spring AI updates. Mike and Hannah also cover Marketo’s improved email designer and share a quick tip on boosting engagement with more creative CTAs. 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 [00:00:00] - Introduction[00:00:42] - Attribution vs. Incrementality[00:02:40] - Repurposing Content[00:05:02] - Salesforce's AI Agents[00:07:45] - Marketo's Email Designer Updates[00:10:41] – The Insightful Tip of the Week and Call to Actions in Marketing[00:12:36] - Conclusion and Key Takeaways 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

In this episode of Marketing Automation Moment, hosts Hannah Wehrly and Mike Maynard discuss why so many companies are reconsidering their marketing automation platforms and whether they’re truly using them to their full potential. They explore the rise of AI driven sales tools, market growth trends, and how businesses can get more from their existing platforms. Plus, in the Insightful Tip of the Week, they tackle when it’s the right time to change your MarTech stack. The Marketing Automation Moment on Apple Podcast The Marketing Automation Moment on Spotify The Marketing Automation Moment on napierb2b.com 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 [00:00:00] - Introduction[00:01:12] - Acton’s eBook Insights and re-evaluating Marketing Automation Strategies[00:02:25] - Understanding Platform Capabilities[00:05:54] - Underutilisation of Marketing Automation Features[00:08:08] - Market Growth and AI Influence[00:11:49] - Salesforce’s Shift in Strategy[00:13:22] - When to Change Your MarTech Stack[00:16:29] - Conclusion and Key Takeaways 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/

Hannah Wehrly and Mike Maynard explore Acton’s innovative AI web agent and examine the often overlooked potential of SMS marketing in B2B communications. The discussion also highlights findings from the Liana State of Marketing Automation Report, including the surprising prioritization of newsletters over advanced tools like A/B testing. In addition, Napier’s A/B testing eBook is mentioned, offering valuable strategies for optimizing your landing pages and emails to boost performance and achieve better results. Finally, the insightful tip of the week offers practical strategies for pitching marketing automation to your boss, focusing on the benefits of increased sales leads, improved efficiency, and significant time savings. 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 [00:00:00] - Introduction [00:01:12] - Acton's New AI Web Agent[00:04:02] - Exploring SMS Marketing in B2B[00:09:10] - Insights from the Liana State of Marketing Automation Report[00:15:31] - How to Sell Marketing Automation to Your Boss[00:17:06] - Conclusion and Key Takeaways 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

In this episode of the Marketing Automation Moment podcast, hosts Hannah Wehrly and Mike Maynard dive into recent developments in marketing automation. They begin by discussing HubSpot's acquisition of Cashflow, and how this move supports HubSpot’s strategy to serve small and medium-sized businesses through their Commerce Hub. The episode also covers takeaways from Acton’s holiday webinar, emphasizing key email deliverability practices like volume control and segmentation that apply year-round.   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 00:00:00 - Introduction 00:01:02 - HubSpot Acquires Cashflow: Implications for SMEs00:03:49 - SEMrush Acquires Third Door Media: A New Era for Publications00:07:39 - Acton's Holiday Season Webinar Insights00:12:41 - Tips for Effective Marketing Automation Demos00:15:33 - Conclusion and Wrap-Up   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

AI is popping up across marketing automation platforms, but is it really the magic solution we hoped for? Join Hannah and Mike as they discuss the latest news from the world of marketing automation, including the latest trends and tools. In this episode, they cover: Gartner's 2024 Magic Quadrant: A look at the latest report on Salesforce automation platforms, including the rankings of major platforms like Salesforce and HubSpot. The Role of AI in Marketing Automation: They explore the hype around AI, its limitations, and how it can be misused if data quality isn't prioritised. Simplicity in Marketing Automation: A discussion on the benefits of choosing simpler marketing automation platforms and how they can better serve small to medium-sized businesses. Spintax for Email Outreach: Learn about Spintax and how it can enhance your email deliverability by creating unique variations of your messages. Don't forget to subscribe for more episodes!   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 00:01:30 - Gartner's Magic Quadrant for Salesforce Automation00:06:30 - The Role of AI in Marketing Automation00:10:00 - Limitations of AI in Content Creation00:12:00 - HubSpot's Podcast Transcription Feature00:14:30 - Simplicity in Marketing Automation Platforms00:18:00 - Tip of the Week: Understanding Spintax 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

Is Marketo falling behind in the marketing automation space? In this episode, Mike and Hannah discuss the rivalry between HubSpot and Marketo, with HubSpot making moves to lure away Marketo users. They talk about the growth in ad tech spending in the US and Europe and discuss how digital channels are now driving nearly half of B2B revenue. They also offer some tips on using marketing automation to improve the effectiveness of webinars.   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 [01:10.0] – Mike and Hannah discuss the growth in ad tech spend. [02:33.1] – Is HubSpot Overtaking Marketo? Mike and Hannah discuss. [07:56.2] – Mike and Hannah talk about a recent survey that suggest more than half of B2B revenue is now driven through digital channels.     [13:06.3] – How can you use marketing automation to support your webinars?   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

Mike and Hannah discuss the latest developments in marketing automation, starting with Google’s reversal of its cookie policy changes and what this could mean for advertisers and data privacy. They discuss the recent drop in HubSpot’s shares following reports that Alphabet may be backing away from a potential acquisition. They also review key takeaways from a Marketo webinar on lead nurturing strategies and explore how marketers can use marketing automation tools for A/B testing to optimise campaigns and drive better results.   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 [00:54.2] – Mike and Hannah discuss Google’s recent U-turn on cookie updates. [04:38.9] – Alphabet backs out of HubSpot acquisition. What does this mean for the company? [07:56.2] – Mike and Hannah talk about a recent Marketo webinar on lead generation strategies.    [13:13.1] – Insightful tip of the week: using marketing automation tools for A/B testing   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

HubSpot’s recent data hack raises serious questions about the safety and security of our data. Mike and Hannah discuss the implications of this data breach and what it could mean for both marketers and businesses. They also talk about the latest updates from Salesforce’s Summer 24 release, share their insights on effective strategies for lead conversion, and discuss the considerations marketers should keep in mind when deciding between marketing automation platforms and dedicated social media scheduling platforms. Catch up with Napier’s latest on-demand webinar “Segmentation Secrets: 9 Ways to Target the Right Audience”: https://napier-partnership-limited.webinargeek.com/segmentation-secrets-9-ways-to-target-the-right-audience Acton Webinar “Crafting A Modern Love Lead Story: Strategies for Effective Lead to Pipeline Conversion”: https://success.act-on.com/acton/fs/blocks/showLandingPage/a/9883/p/p-0c7b/t/page/fm/0   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 [00:53.4] – Mike and Hannah discuss the recent HubSpot hack and what this could mean for marketers. [04:34.6] – Hannah talks about Salesforce’s Summer 24 releases, including the Einstein AI tool and their new large language model. [10:17.6] – Mike and Hannah talk about a recent Acton webinar and strategies for lead conversion.    [13:13.1] – Insightful tip of the week: should marketers use their marketing automation for social media scheduling and analytics?   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

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

Join Mike and Hannah as they discuss the latest updates from the world of marketing automation, including the potential acquisition of HubSpot by Alphabet and what this could mean for the platform and insights from Salesforces’ recent world tour. They also share some best practices for building email nurturing sequences and explain why simplicity may be better.   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 [01:08.3] – The potential acquisition of Hubspot by Alphabet. [03:35.5] – HubSpot’s new pricing format. [09:47.1] – The latest updates from Salesforce’s World Tour    [14:41.9] – Best practices when setting up email nurturing campaigns.   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

With AI supporting more and more everyday marketing activities, there is a risk of becoming too reliant on the technology and the data it produces. Mike Maynard and Hannah Wehrly  discuss why marketers should continue to play an essential role in data analysis, they explain the risks and benefits of chatbots and the role they will play going forward and discuss how dynamic emails can improve efficiency and effectiveness.   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 [00:54.5] – AI’s role in data analytics. [04:06.5] – Switching marketing automation platforms. Is it worth it? [08:18.4] – HubSpot’s state of marketing and trends report 2024.    [10:44.2] – Chatbots and the role they play in marketing. [13:38.4] – Dynamic emails, how to use them and their benefits.   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

Spam complaints can harm the reputation and delivery of your email marketing campaigns. The average email spam complaint rate across the B2B space is very high at 2%. So, how can you create emails that overcome this issue? Mike Maynard and Hannah Wehrly  discuss best practices for producing effective emails, from ensuring content matches the subject line to adjusting email design based on the content. They also share their thoughts on how they believe the use of AI will impact personalisation.   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 [00:41.7] – Mike and Hannah discuss some insights from recent Salesforce and Acton webinars. [06:13.8] – Mike discusses the importance of making sure email copy is engaging. [07:07.1] – The importance of brand and consistency.    [09:12.1] – Mike and Hannah discuss mass personalisation with AI. [12:31.7] – Mike and Hannah share their insightful tip of the week.   Quotes “Sometimes the subject line oversells the content and people think they're opening an email about one thing and actually it's not quite as good.” Mike Maynard, Managing Director 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

2023 has been a big year in the world of marketing automation with technologies such as AI starting to revolutionise how marketers work. Mike Maynard and Hannah Wehrly take a look back at 2023, discuss the highlights of the year and share their thoughts on what marketers can do next year to leverage new technologies and level up their marketing automation activities.   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 [00:40.04] – Mike and Hannah share their marketing automation highlights of the year. [01:56.08] – Mike discusses how he thinks AI will impact marketing tools going forward. [05:45.08] – Mike and Hannah talk about customer journeys and personalisation.   [10:01.08] – How are customer journey going to change in 2024? [14:31.01] – Mike and Hannah share their tips for 2024.   Quotes “I think a lot of AI is going to go and they're trying to bury the AI in the product. So, the product will just be smarter, and you won't think about AI and not AI, it will just all be one thing.” Mike Maynard, Managing Director at Napier. “Do these campaigns, but look at the data, see how people are interacting and how you can take the personalization to the next level based on this interest that the prospect has got behind them.” Hannah Wehrly, Head of Business Development and Marketing 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

Mike Maynard and Hannah Wehrly address the benefits of data enrichment, the recent acquisition of Clearbit by HubSpot, and how data enrichment can enhance marketing campaigns and increase campaign success. They also discuss how survey findings aren’t always the reality of the B2B industry, how marketing automation can help marketers and sales work together, and how it can aid social media and KPIs.