『Marketing B2B Technology』のカバーアート

Marketing B2B Technology

Marketing B2B Technology

著者： Mike Maynard Napier
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Napier‘s take on the world of B2B marketing and PR, with a particular focus on Europe. For more information about Napier and the services we offer B2B technology clients visit www.napierb2b.com.Copyright 2021 All rights reserved. マーケティング マーケティング・セールス 政治・政府 経済学
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  • The Evolution of AI in Marketing: A Discussion with Rafa Flores at Treasure AI

    The Evolution of AI in Marketing: A Discussion with Rafa Flores at Treasure AI
    2026/07/22
    Rafa Flores, Chief Product and Growth Officer of Treasure AI, joins the podcast to talk about his career path from engineering recruiter to “boomerang” leader returning after six years away, and Treasure Data’s rebrand to Treasure AI. Flores says the shift is an evolution based on the company’s machine-learning and predictive heritage, its technical DNA of using AI internally, and a desire to create a lifestyle-like community brand. He explains Treasure AI Studio, which orchestrates CDP and activation in plain English across web and mobile, enabling faster troubleshooting, campaign deployment, and real-time insights. Flores argues first-party data remains a “goldmine” but must be activated incrementally with governed access; how AI helps answer questions quickly but requires guardrails, discusses fear and overemphasis on speed/cost versus value and predicts growth of “digital workers”. About Treasure AI Treasure AI is the agentic experience platform helping the world's most loved brands finally activate the customer data they already have. Founded in 2011 and backed by SoftBank, the company spent 15 years quietly building the infrastructure behind some of the most recognizable names in retail, automotive, CPG, and financial services — before rebranding in 2026 to reflect what it had always been building toward. Named a Forrester Wave Leader for B2C CDPs, Treasure AI unifies fragmented first-party data into a single living customer profile and puts AI to work on it in real time, on behalf of human marketers who set the strategy and make the calls. The result for brands like Nestlé, AB InBev, Stellantis, and Condé Nast is measurable: millions in recovered media spend, significant revenue generated, and marketing teams that finally get to go home on time. About Rafa Flores Rafa Flores is the Chief Product and Growth Officer at Treasure AI, where he leads product strategy and growth with a simple conviction: the best technology gives people their time back. A builder by nature and a father of four, Rafa has always believed that progress is personal — that the products worth building are the ones that free someone up to be more present, more creative, and more human. That belief drives everything from how he runs his teams to the unconventional call he made to give away free access to a platform traditionally reserved for Fortune 500 companies, a bet that raised eyebrows and is already showing results. He brings that same bias toward progress to every stage he walks onto. Time Stamps 00:00 Welcome and Guest Intro 00:39 Rafa’s Career Journey 01:53 Returning to Treasure Data 03:25 Move at Speed of Now 04:12 Rebrand to Treasure AI 07:22 Lifestyle Brand in B2B 09:57 AI Studio Use Cases 12:37 First Party Data Goldmine 16:29 AI Hype and Real Value 18:38 Digital Workers Ahead 20:31 SaaS Future and Guardrails 23:59 PLG Try Now Campaign 26:02 Advice and Wrap Up Quotes "It's not just about how much time AI can save you, it's also about how much revenue it can drive for the business." Rafa Flores, CPO at Treasure AI. "Digital workers are about better supporting the human in the loop." Rafa Flores, CPO at Treasure AI. "The biggest mistake is everyone wants to rush to deploy AI." Rafa Flores, CPO at Treasure AI. Follow Rafa: Rafa Flores on LinkedIn: https://www.linkedin.com/in/ref2019/ Rafa Flores on Forbes: https://www.forbes.com/councils/forbestechcouncil/people/rafaelflores/ Treasure AI website: https://www.treasure.ai/ Treasure AI YouTube: https://www.youtube.com/@TreasureData 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
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    31 分
  • Harnessing AI for Breakthroughs in Marketing with Jon Benson at BNSN

    Harnessing AI for Breakthroughs in Marketing with Jon Benson at BNSN
    2026/06/24

    Jon Benson, founder and CEO of BNSN, joins the podcast to talk about his path from writing the “Fit Over 40” book to becoming a leading direct-response copywriter and building AI tools for copywriting. Benson explains why video sales letters (VSLs) are effective, combining voice and text, narrative, and emotional pain points to reduce skepticism and improve message retention.

    He describes how his software BNSN generates higher-quality copy than generic chatbots by training on strong examples and running multiple rewriting passes to remove common AI artifacts. Benson argues B2B marketers should write to one person, focus on relieving the buyer’s pain rather than company features, and use tactics like strong subject lines and PS sections in emails.

    About BNSN

    BNSN.AI is an AI-powered copywriting platform built for small business owners to create high-converting ads, emails, and sales pages in minutes. It is trained on proven, high-performing marketing campaigns and designed to simplify the process of writing persuasive copy through promptless AI tools and built-in marketing frameworks.

    About Jon Benson

    Jon BENSON is a copywriter, entrepreneur, and AI pioneer whose work has quietly shaped how the world buys things online. Best known as the inventor of the Video Sales Letter, the format that became the backbone of modern digital marketing, he has spent decades writing words that move people to act—not through manipulation, but through what he calls “ethical persuasion.”

    In 2010, Jon turned his attention to copywriting software, becoming one of the earliest pioneers at the intersection of AI and sales copy. That work eventually evolved into BNSN, a platform trained exclusively on high-converting marketing campaigns and built for small business owners who sell good things to good people. BNSN reflects Jon’s core belief that the human element of business—community, coaching, and genuine connection—separates sustainable success from a flash in the pan.

    Time Stamps

    00:00 Welcome and Introductions 02:22 Nontechnical AI Builder 05:33 Why VSLs Convert 08:28 Narrative and Pain 12:14 Customers and Big Ideas 16:31 Beating AI Slop 20:38 Fixing B2B Copy 25:16 Email Subject and PS 27:40 Career Advice on AI 31:58 Resources and Wrap Up

    Quotes

    “There’s no such thing as selling to a business. It doesn’t exist. You’re selling to a person at a business.” Jon Benson, CEO at BNSN.

    “If you don’t speak to the pain of your prospect, you’re not ever going to make them feel like they’re seen, heard, or understood.” Jon Benson, CEO at BNSN.

    Follow Jon:

    Jon Benson on LinkedIn: https://www.linkedin.com/in/jonbenson

    Jon Benson on Instagram: https://www.instagram.com/itsjonbenson/

    Jon Benson on X: https://x.com/itsjonbenson

    Jon Benson on Facebook: https://www.facebook.com/itsjonbenson

    Jon Benson on YouTube: https://www.youtube.com/channel/UCPDvmgurd-rym4pyPjviIuw

    BNSN website: https://bnsn.ai/

    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
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    34 分
  • AI and PR: The Future of Media Engagement with Iskren Lilov, Muck Rack

    AI and PR: The Future of Media Engagement with Iskren Lilov, Muck Rack
    2026/06/10
    In this episode, Iskren Lilov, Global Marketing Manager at Muck Rack, discusses how the company is evolving from a traditional PR tool into an AI-powered communications platform that combines media monitoring and measurement, journalist intelligence, press release distribution, and generative engine optimization (GEO) capabilities. The conversation explores why PR and communications teams are uniquely positioned to lead GEO initiatives, drawing on Muck Rack research showing that most AI-generated citations come from non-paid sources, with earned media playing a dominant role. Iskren introduces Generative Pulse, Muck Rack’s GEO monitoring solution, and explains the importance of measuring AI visibility through consistent, prompt-based tracking. He also offers practical advice on communications measurement, including the need to establish frameworks before launching campaigns, focus on business outcomes rather than vanity metrics, and balance AI-powered efficiency with the human relationships that remain at the heart of successful media outreach. About Muck Rack Muck Rack is the AI communications platform where trusted data, human expertise, and embedded intelligence come together to drive clarity, speed and impact. Thousands of companies turn to Muck Rack to make sense of the media conversation around them and understand how their brand shows up in the news and in AI-generated answers. Muck Rack combines global media monitoring, Generative Engine Optimization (GEO) insights, social listening, trusted media data, AI automation, and analyst advisory to help organizations manage reputation, act quickly, and prove their impact across the PR workflow. Thousands of journalists also use Muck Rack’s free tools to showcase their work and analyze the news. Learn more at muckrack.com. About Iskren Lilov Iskren Lilov is the Global Marketing Manager of Muck Rack – the AI communications platform where trusted data, human expertise, and embedded intelligence come together to drive clarity, speed and impact. He is responsible for overseeing marketing activities across global markets, fostering strategic partnerships and communicating the value of media intelligence. Iskren is the author of the Circular Marketing Model™ that offers a paradigm shift for marketers in the age of AI, replacing the classic understanding of the funnel with a sustainable circular model. As one of the leading young voices in the industry, Iskren is also an author, GEO consultant for major brands, and university-level lecturer in strategic marketing and comms. He leads the AMEC Comms Taskforce and maintains an active role in collaborative initiatives throughout the media intelligence and communication industries. Prior to his current role, Iskren has experience in marketing, PR, and event management in the NGO and cybersecurity sectors. Time Stamps 00:00 Welcome and Guest Intro 02:38 What Muck Rack Does 03:23 Global Reach Beyond US 04:19 PR Role in GEO Era 06:38 Getting PR to Lead GEO 08:45 Generative Pulse and GEO Metrics 11:00 Proving PR Value Without Vanity 13:37 Better Measurement Playbook 17:45 Finding Journalists With AI 19:35 Will AI Replace PR People 21:49 Rapid Fire and Wrap Up Quotes “”Impressions are not the number of people you've impressed." Very relevant to GEO visibility as well because impressions in isolation tell you nothing.” Iskren Liliv, Global Marketing Manager at Muck Rack. Follow Eric: Eric Frankel on LinkedIn: linkedin.com/in/iskren-lilov Muck Rack website: https://muckrack.com/ Muck Rack on LinkedIn: https://www.linkedin.com/company/muckrack/ 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
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    25 分
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