Elliot Kim, CEO of Checkbox, explores why online survey tools are now largely a solved problem—and why the real differentiator lies in the company behind the product. He explains how Checkbox is building a people-first, purpose-driven business focused on trust, transparency, and customer-centric policies.

Elliot also discusses Checkbox’s broad range of research use cases, and explains how its combination of cloud and on-premise deployment options gives organizations greater control over sensitive data and supports data sovereignty requirements.

The conversation also examines the challenges of modern B2B research, from identifying “dark” prospects outside CRM systems through awareness and perception surveys, to reaching niche audiences with small sample sizes. Elliot shares how persistence, creativity, trusted research panels, and aligned incentives all play a role in driving honest, high-quality responses.

About Checkbox

Checkbox is a research-grade survey platform trusted by enterprises and public-sector organizations since 2002. With both SaaS and self-hosted deployment options, Checkbox gives teams full control over their data while making it easy to design, distribute, and act on research at scale.

About Elliot Kim

Elliot Kim is the CEO of Checkbox and an engineer at heart with two decades of building and scaling products. Before leading Checkbox, he spent years growing engineering teams and developing people-focused cultures in high-growth environments. He's driven to solve real-world problems through ethical research, done right.

Time Stamps

00:33 Elliot’s Career Journey 02:43 Why Another Survey Tool 07:49 Who Uses Checkbox 09:17 Awareness and Perception 11:43 Reliable B2B Research 15:05 Getting Honest Answers 17:24 On Premise and Trust 20:39 Running Better Studies

Quotes

“I love solving problems, that’s why I’ll always be an engineer at heart. I feel like I’ve traded satisfaction from my own personal accomplishments for the satisfaction I get from the team’s accomplishments.” Elliot Kim, CEO at Checkbox

“By the time someone enters your CRM, they’ve already made most of their decision — and analytics can’t really tell you about the people who didn’t.” Elliot Kim, CEO at Checkbox

“Marketing is about serving people with honesty and connecting not with every person in the world, but finding the right people and the right audience.” Elliot Kim, CEO at Checkbox

Follow Elliot:

Elliot Kim on LinkedIn: https://www.linkedin.com/in/elliotykim/

Checkbox website: https://www.checkbox.com/

Checkbox on LinkedIn: https://www.linkedin.com/company/checkbox-com/

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 favorite 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

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