The Marketing Automation Moment Podcast

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.

How is AI going to shape the future of our marketing automation campaigns? From the latest announcements from leading platforms in the industry, to how AI could revolutionise lead scoring, Mike Maynard and Hannah Wehrly explore the latest news and developments in marketing automation. They also look at predictions on how marketing automation is expected to grow in the coming years and the role automation plays in customer retention and growth.

Everywhere you look, everything is about AI. But how can AI actually support content generation? Napier’s Mike Maynard and Hannah Kelly discuss the capabilities of AI in marketing automation platforms. They also chat about how email signatures can be leveraged by marketers, what to consider when writing subject lines and how companies can grow their subscriber database.
Time Stamps
[01:03.0] – Will AI make our lives easier?
[04:44.0] – Can we use AI and generative AI to optimise campaigns?
[10:33.0] – Email signatures – how can marketers maximise their impact.
[12:51.0] – The challenges of growing subscriber databases whilst complying with GDPR.
[17:39.0] – How to write a good subject line.
Quotes
“Do you just want to be average in your marketing automation? Or do you want to create something that is above average? People who are above average will do better than AI.” Mike Maynard, Managing Director at Napier.
“AI can be a great start but if you think it’s going to replace you, unfortunately the good news is you’re job safe, the bad news is you’ve still got to do some work.” Mike Maynard, Managing Director at Napier.
 
Follow Hannah:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/hannah-kelly-b0706a107/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
 
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 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://marketingb2btech.napierb2b.com/

Surveys can provide great insight into marketing impact, but as Mike and Hannah reflect on recent survey findings, correlation does not always mean causation. They also discuss the importance of ensuring the basics of automation are in place and the simple automations' that can generate significant value. 
Marketing automation platforms are often the key to marketing strategies, so keeping them organised is vital; Hannah shares some top tips during the insightful tip of the week.

Find out the role dynamic content plays in B2B marketing, how to build strategy into marketing automation programs and the benefits and limitations of using polls to collect data.
Mike and Hannah also share how to leverage marketing automation to successfully support face-to-face events. 

How are marketing automation platforms using AI? Mike and Hannah address how artificial intelligence will shape the future of marketing automation platforms, and the limitations the systems face with integrations with tools such as ChatGPT.
They also explore why marketers could be failing to choose the right marketing automation platform for their needs, and how to find the right balance of using the platform to their full potential.

Mike and Hannah share how to deal with a Martech stack that’s getting too complex, and the questions marketers need to be asking in demos.
They also explore why personas can be such a valuable element in your marketing automation campaigns, and how they can help drive your content and campaigns.