The Changemakers

In this episode, we speak to a man who has bravely crossed the divide between sales and marketing. So are there similarities? What makes each department tick? How can they get on better? Ben is EMEA Marketing Director at SailPoint, a market leader in identity security for the modern enterprise.He has over 30 years of experience in customer and partner success within the Cybersecurity and Enterprise Software arena, and his work has taken him across Europe, the Middle East, Africa & America. Having worked at enterprise companies like Oracle and Symantec, as well as start-ups, it’s safe to say he knows his stuff. Tune in to hear Ben talk about his son wanting him to sponsor the England football team, how he bridges the gap between sales and marketing, being scared witless at accepting the role, building his knowledge, balancing intent intelligence with customer understanding, the power of un-gating your content and much more. Timestamps(00:46) - Who is Ben Bulpett (04:15) – Selling services and consultancy vs product and licenses (05:41) – The SailPoint journey (08:36) – Involving sales leaders on the marketing journey & getting buy-in(10:21) – Making the leap from sales to marketing leadership(15:02) – How the B2B buying process has changed the relationship between sales and marketing(17:33) – Balancing intent intelligence and understanding your buyer (19:47) – Un-gating your content increases demand and rapport(30:11) – How to build those close relationships with sales(32:41) – The benefits of immersing yourself in other areas of the business(38:58) – What is one campaign or project that you are most proud of?Follow Ben on LinkedIn: https://www.linkedin.com/in/benbulpett/Don’t forget to subscribe to our Changemaker podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Frida Ahrenby is CMO at GetAccept, a digital sales room platform on a mission to radically redefine the way companies run sales. In her role, she’s responsible for the company’s global marketing strategy and execution in all markets.Having grown the marketing team from three people to 25 over the past two and a half years, our chat with Frida comes at a really exciting time for GetAccept. It’s a wide-ranging chinwag, covering category creation, personal branding, and - most importantly - the power of hyper-relevant customer personas.Listen as we discuss:How to create detailed customer personasLearning and evolving personas for your marketingHow brand creates demandEncouraging employee advocacy and personal brandingWhat makes an effective leader in the B2B SaaS worldFollow Frida on LinkedIn: https://www.linkedin.com/in/frida-ahrenby-215353/Don’t forget to subscribe to our Changemakers podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Ardath is CEO & B2B Marketing Strategist at Marketing Interactions. She is a titan in the B2B marketing world with over 30 years of experience in business management and marketing as well the author of two books. It’s a journey that took her from starting as a consultant for her sister's marketing tech platform to now working with enterprise tech companies like Gong, Cisco Meraki and Dell Secureworks.Ardath helps them with the thorny issue of content marketing, specifically with the goal of creating something that resonates. She argues that technology has wrestled back the power of buyers to customers in the way they buy. You need to create deeper connections with customers and generate higher demand from qualified, sales-ready prospects thanks to highly targeted, hard-hitting, personalised communications.In this episode, we dive into the world of content and specifically what makes it good. We discuss how multiple pieces of it weave together to form a narrative that engages people and helps to drive momentum. Listen as we also discuss:How to break down internal silos and get different marketing teams all pulling in the same directionWhy we need to "get out of our own way" and create content that truly solves buyers' problems The art of connecting a specific problem to part of the buying processHow selling tech is different from selling services – a more contextual relationshipThe challenges at enterprise level of layers and approvals for marketingWhy you're giving your customers "whiplash" by separating out brand and demand-gen contentFollow Ardath on LinkedIn: https://www.linkedin.com/in/ardathalbee/ Check out her Marketing Interactions blog: https://marketinginteractions.com/blog/ And lastly don’t forget to subscribe or follow our Changemaker podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Kathryn is Director of EMEA Marketing at Box. She has risen through the ranks in the marketing department at Box and has 10 years of experience working in tech marketing in the US and UK. Before joining Box, she worked at Dell EMC and also agency side as a B2B marketing specialist giving her a view of processes and areas she recreated at Box.Box is a Cloud Content Management company that can call 68% of the Fortune 500 and 97,000 companies their customers. One of their values is to blow their customers’ minds every day, and this helps to create an environment of experimentation and creativity.At a time of growth over the last few years, we talk about how you can encourage creativity while controlling it, how marketers can get too tech happy, and the fundamentals marketers need to focus on for success.Listen as we also discuss:How Field Marketing has evolved The nuances, maturity, and challenges of different marketsSome of the issues that a demand gen approach and educating the marketHow customer understanding is pivotal to success as a marketer, and how they launched a research team internallyThe balance of experimentation and creativity while protecting the brandThe skills she values in her marketing teamFollow Kathryn on LinkedIn: https://www.linkedin.com/in/kathryn-thomas-415b1a4b/Don’t forget to subscribe to our Changemaker podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Luke is the founder and managing director of OST Marketing, a B2B social media agency. With a wealth of experience, Luke is an expert B2B social media strategist. From creating an online community for people with epilepsy to launching his own social networks and even running conferences across the US and Europe, featuring many of the early leaders in social media - Luke is a leader in his field. OST Marketing is a multi-award-winning team behind some of the world’s most successful B2B brands on social media. Operating in eight countries and languages, their current client roster includes Salesforce, Gett, Bayer, and Infosys. Listen as we discuss:The differences between B2B and B2C approaches to social media How important personal brands are on social channelsTrends that B2B marketers should be aware of The value of community and staff advocacy Setting a meaningful social measurement framework that works for youFollow Luke on LinkedIn: https://www.linkedin.com/in/lukebrynleyjones/Don’t forget to subscribe and review the Changemaker podcast!Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Gwen is VP Brand at Sinch, one of the fastest-growing tech companies in the world. In her role, Gwen helps to both implement and evolve the brand as well as working on the mergers and acquisitions part of the business, helping to integrate the new companies brought under the Sinch umbrella. Gwen is a brand builder and B2B tech marketing leader at the top of her game. She’s dedicated her career to building strong brands, having spent a decade working in the top advertising agencies before opening an art gallery in San Francisco. She returned to marketing for B2B tech companies in Silicon Valley.Sinch is a leading cloud communications platform that allows businesses to reach every mobile phone on the planet, in seconds or less, through mobile messaging, voice, and video. Based out of Stockholm, and with a local presence in more than 30 countries. At a time of rapid growth for Sinch, we talk to Gwen about the challenges this brings, her career, her love for advertising, and her own podcast, the Tech Marketing Podchat. Listen as we discuss:What B2B marketers can learn from B2C brandsHow to build a reputation for your brand The importance of defining your company’s valuesHow a good brand will continue to evolve and grow over timeBuilding a brand that works for your team and stakeholdersFollow Gwen on LinkedIn: https://www.linkedin.com/in/gwen-lafage-9500381/Don’t forget to subscribe to our Changemaker podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Ashley is Vice President of Marketing at Ramp. She started in sales which developed her superpower of creating a great relationship between the marketing and sales teams! She’s worked at some fantastic tech companies like Marketo, Oracle, Wipro, and Pendo giving her insight into marketing operations and software before joining Ramp. Ramp is disrupting a tired space. They are building the world's first finance automation platform designed to save businesses time and money. This conversation was inspired by a LinkedIn post from Ashley that captured the essence of why it’s such a good time to be a tech marketer. We talk about her post and delve into more detail on the points made, and chat about so much more.Listen as we discuss:Why marketing is mission-critical in B2B tech companiesHow marketing can inform the strategy of the companyThe power of a creative organisation Encouraging her team to drive MarTech exploration and adoptionWhy embracing the ‘weird’ can work wondersFollow Ashley on LinkedIn: https://www.linkedin.com/in/ashleybrucker/Don’t forget to subscribe to our Changemaker podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Mat is a Senior Manager, EMEA Demand Generation at Palo Alto Networks. Mat has risen through the ranks at Palo Alto Networks in their demand generation hub. He started his journey with them specialising in email marketing and automation and has explored a variety of roles from Marketing Program Manager and Chief of Staff, EMEA Marketing to his current position.Palo Alto Networks is a multinational cybersecurity company. They are an ambitious and boundary-pushing business, that continually delivers innovation to enable secure digital transformation—even as the pace of change is accelerating.At a time when their business is growing, and the demand generation hub goes from strength to strength, we chat about the culture of innovation and so much more.Listen as we discuss:Creativity in demand generationHow hackers inspire his teamWhy cybersecurity is a more creative industry than you might thinkThe challenges of creativity in a global giant vs. a start-up businessFollow Mat on LinkedIn: https://www.linkedin.com/in/matharperDon’t forget to subscribe to our Changemaker podcast for insights experiences and stories to help you supercharge your own creativity.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

In the first of our Changemaker roundtable events, we invited an expert panel of senior tech marketers, Gleb Brichko, VP Growth, and Global Demand Generation, Rubrik, Rebecca Clayman, Head of Brand, Cloudflare, Robin Daniels, CMO, Matterport, Shikha Saxena, Head of UK Marketing, Globant, and Jess Ellis, Senior Director of Brand Marketing, Khoros, to discuss ‘is tech marketing more creatively brave than ever?'Shaped By co-founder Nick Farrar talks to our panel about the findings from Perspective 2021, our survey of over 200 senior marketers in SME and enterprise tech fuelled companies, and our panellists’ individual experiences in the ever-changing world of tech marketing, along with valuable advice for fellow marketers. Listen as we discuss:How is tech marketing creatively brave?How to encourage bravery and create a safe space for exploration and experimentation The importance of creating a story and emotional marketingShifts in marketing format and content, what’s here to stay? Follow our expert panel on LinkedIn: Gleb Brichko: https://www.linkedin.com/in/glebbrichko/Rebecca Clayman: https://www.linkedin.com/in/rebecca-clayman-975b333/Robin Daniels: https://www.linkedin.com/in/robingdaniels/Shikha Saxena: https://www.linkedin.com/in/shikha-technology-marketing/Jess Ellis: https://www.linkedin.com/in/jellisstudio/Don’t forget to subscribe to our Changemaker podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️

Nancy Harlan is an ABM leader with a formidable record of success. She’s currently responsible for global ABM and customer marketing at UiPath. Prior to that, she spent eight years building SaaS & data analytics firm Qlik’s ABM function from the ground up into a comprehensive global operation that delivered eye-watering year-on-year revenue growth.Successful ABM programs today are underpinned by some mighty impressive tech. But to what extent do they also rely on creativity? Is ABM an inherently creative discipline? And how does Nancy inspire her team to take risks and try new things?We talk to Nancy about her career so far, why she loves working in ABM and how creativity can help her team to make the most from modern ABM. Listen as we discuss:The role creativity can play in modern ABMThe value and impact of ABM for businesses How to encourage your team to push boundaries and unleash their creativityFinding inspiration within your organisation How creative businesses thrive on restrictionFollow Nancy on LinkedIn: https://www.linkedin.com/in/nancy-carlyle-harlan-3b09027/Don’t forget to subscribe to our Changemaker podcast for new episodes.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech. 👉 Watch episodes on YouTube👉 Follow us on LinkedIn for regular snippets in your feed 👉 Visit our website for more in-depth thinking on topics👉 Subscribe to Beyond our monthly collection of insight, opinion and inspirationAnd finally please rate our podcast on Apple if you enjoyed it!✌️