『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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  • Mastering B2B Marketing: Power of Differentiation with Alex Wood at Avnet

    Mastering B2B Marketing: Power of Differentiation with Alex Wood at Avnet
    2026/09/11
    Alex Wood, Global Marketing Director at Avnet and Tria, joins the podcast to talk about his journey into tech marketing and why he has stayed at Avnet for eight years through acquisitions, restructures, and multiple rebrands. Wood explains that Tria designs and manufactures customizable compute modules for OEMs across many industries, helping customers start from standard modules and tailor specs such as ports, heat resilience, and vibration resistance, supported by in-house design and manufacturing in Germany and partnerships with Intel, NXP, and Qualcomm. He describes why Avnet moved from MSC to an independent Tria brand to avoid being perceived as a transactional distributor, and how distinctive pink branding drove awareness and clearer positioning. Wood shares approaches to marketing engineers with bold attention plus useful specs, warns against low-value AI content, and emphasizes lead quality and meaningful customer conversations as key success metrics. About Avnet Avnet Inc. is a global Fortune 250 tech company that supplies electronics components and solutions to OEMs all over the world. Avnet was founded in 1921 on Radio Row in New York, and today is a multi-faceted corporation comprising a range of well-known electronics and technology businesses worldwide, including Tria. Tria Technologies is an Avnet company that designs and manufactures embedded computing for OEMs and other businesses that need industrial, high-performance computing integrated into their products. From standard off-the-shelf compute modules to full-custom systems and even touchscreens and HMIs, Tria’s innovations have been used in everything from coffee machines to farming equipment. About Alex Wood Alex is a Marketing Director at Avnet, running marketing and communications globally for Avnet’s Embedded Solutions business unit, which includes the market-leading embedded computing brand Tria. Alex started his marketing journey under the sea, literally, working for a scuba diving brand. Today he specialises in highly targeted technology marketing as well as business strategy for rapid, international growth. In his spare time Alex is a photographer, hiker and outdoorsman, enjoying climbing mountains or finding himself back under the sea where he started. Time Stamps 00:00 Welcome and Introductions 02:32 What Tria Actually Does 03:53 Tria Differentiators 06:06 Why B2B Tech Marketing 07:29 Rebrand to Tria Story 11:31 Bold Pink Brand Identity 14:48 Did the Rebrand Work 16:58 Marketing to Engineers 21:45 Partner Marketing Balance 25:17 Measuring Campaign Success 27:39 Advice and Wrap Up Quotes “If you’ve got someone’s attention, you need to give them something valuable as quickly as possible and make them want more instead of just bombarding them with content.” Alex Wood, Marketing Director at Avnet. “Would you buy this? It seems overly simplistic, but a lot of the time marketers fall into this trap of selling a product to the customer in a way that they would never listen to themselves.” Alex Wood, Marketing Director at Avnet. “The pink logo is superliminal marketing. It is a ‘you cannot ignore us.’ Alex Wood, Marketing Director at Avnet. Follow Alex: Alex Wood on LinkedIn: https://www.linkedin.com/in/marketingforthewin/ Avnet website: https://www.avnet.com/americas/ Avnet LinkedIn: https://www.linkedin.com/company/avnet/ Tria website: https://www.tria-technologies.com/ Tria LinkedIn: https://www.linkedin.com/company/triatechnologies/ 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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    32 分
  • AI Meets Direct Mail: Enhancing Marketing Strategies with Brad Kugler at DirectMail2.0

    AI Meets Direct Mail: Enhancing Marketing Strategies with Brad Kugler at DirectMail2.0
    2026/08/13

    Brad Kugler, CEO and co-founder of DirectMail2.0, joins the podcast to talk about moving from his family’s packaged media business hit by streaming-driven revenue declines after 2011–2012 into disrupting direct mail with technology and recurring revenue. Kugler explains how DM2.0 combines “ink on paper” with a bundled SaaS “performance stack” including landing pages, QR codes, email, USPS mail tracking, and attribution to measure real-time engagement rather than just ROI, typically targeting 3–5% engagement and identifying individual responders.

    He describes acquiring Who’s Mailing What to expand a direct mail database, using AI propensity modelling across 80,000 campaigns and two billion mail pieces, and applying multiple LLMs to grade creatives and recommend improvements. Kluger notes direct mail fits high-LTV sectors and is underutilized in B2B and advises persistence and learning AI skills.

    About DirectMail2.0

    DirectMail2.0 is the creator of the industry's first Complete Direct Mail Performance Stack, a connected ecosystem that helps marketers plan, optimize, execute, and measure more successful direct mail campaigns. The stack combines Who's Mailing What! for direct mail intelligence and prospecting, DM20.ai for AI-powered campaign prediction and optimization, and DirectMail2.0 for omnichannel campaign execution, tracking, and attribution. Together, these platforms give brands, agencies, printers, and mail service providers everything they need to make smarter direct mail decisions and drive better marketing results.

    About Brad Kugler

    Brad Kugler is the CEO of DirectMail2.0, Who’s Mailing What!, and DM20.ai, three platforms dedicated to helping marketers and commercial printers achieve better results from direct mail. A lifelong entrepreneur and innovator, Brad combines data, technology, and market intelligence to help businesses make smarter marketing decisions, improve campaign performance, and uncover new growth opportunities in an increasingly competitive marketplace.

    Time Stamps

    00:00 Welcome and Introductions

    00:39 Brad’s Career Pivot

    03:56 Why Direct Mail Works

    05:01 Direct Mail 2.0 Tech

    08:40 Scaling the Platform

    10:21 Best Fit Industries

    13:04 Tracking Engagement Data

    15:33 Who’s Mailing What Data

    17:29 AI Creative Grading

    23:25 Advice and Wrap Up

    Quotes

    “No gatekeeper... No worrying about them getting 600 emails a day and deleting 590 of them in 10 minutes.” Brad Kugler, CEO at DirectMail2.0.

    “Direct mail... turns heads. It’s tactile. You can touch it. You can see it. You can feel it.” Brad Kugler, CEO at DirectMail2.0.

    “This AI revolution... will dwarf the internet e-commerce revolution of the early 2000s.” Brad Kugler, CEO at DirectMail2.0.

    Follow Brad:

    Brad Kugler on LinkedIn: https://www.linkedin.com/in/bradkugler/

    DirectMail2.0 on Instagram: https://www.instagram.com/directmail2.0/

    DirectMail2.0 on X: https://x.com/directmail20

    DirectMail2.0 on Facebook: https://www.facebook.com/directmail2

    DirectMail2.0 on YouTube: https://www.youtube.com/channel/UCcF4C08OsZIRbiMbWtG27hw

    DirectMail2.0 website: https://directmail2.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 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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    27 分
  • 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
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