『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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  • Smarter B2B Pricing Through Behavioural Insights with Etinosa Agbonlahor at Decision Alpha

    Smarter B2B Pricing Through Behavioural Insights with Etinosa Agbonlahor at Decision Alpha
    2026/10/16
    Etinosa Agbonlahor, founder and CEO of Decision Alpha, joins the podcast to talk about applying behavioural economics to B2B pricing and financial wellbeing. Etinosa explains that pricing is “architecture,” shaped by reference points, anchors, packaging, and framing, and that even enterprise buying includes emotion and incentives across multiple stakeholders. She outlines Decision Alpha’s four-step framework: map monetization zones and segments, research willingness to pay (including competitor context), frame and structure pricing (options, subscriptions, transparency, anchoring), then test and refine in market. She shares a case where prospect research revealed pricing ranges and led to targeting higher-revenue, more mature buyers first. Common mistakes include setting prices in a vacuum, sales discounting too quickly, and over-optimistic planning, while cost is only the floor and pricing should start from the ceiling. About Decision Alpha Decision Alpha is a pricing strategy and consumer research firm that helps businesses solve complex challenges in pricing, product design, and customer experience. Their team of expert researchers and behavioural economists brings decades of experience, including work with leading financial institutions. They combine behavioural economics, customer research, and commercial strategy to understand how people make decisions and design solutions that reduce friction, strengthen revenue, and build customer loyalty. About Etinosa Agbonlahor Etinosa Agbonlahor is a behavioural economist and CEO of Decision Alpha, a pricing strategy and consumer research firm. With over a decade of global experience across the U.S., Australia, Africa, and the U.K., she has shaped pricing, engagement, and customer-behaviour strategy for major financial institutions and venture-backed startups. Her work has been featured in MarketWatch, Morningstar, and other leading financial platforms for her insights on how behaviour drives financial outcomes. She is also the author of How to Talk to Your Parents About Money, a guide to navigating complex financial conversations. Time Stamps 00:00 Meet Decision Alpha 00:40 From Behavioural Economics to Pricing 02:32 Pricing Psychology Basics 03:50 Case Study Pricing a Niche Platform 06:34 Selling Intangibles and Value 07:42 Competition and Reference Points 09:26 Four Step Pricing Framework 11:02 How Decision Alpha Engagements Work 14:28 Common B2B Pricing Mistakes 16:25 Stop Cost Plus Pricing 17:57 Emotion in Enterprise Buying 20:00 Why Customers Hesitate 22:55 Final Advice and Resources Quotes “We have to expose the prices to oxygen to see if they're gonna hold or not." Etinosa Agbonlahor, founder and CEO of Decision Alpha. “The biggest mistake is you set pricing in a vacuum." Etinosa Agbonlahor, founder and CEO of Decision Alpha. “Always start with voice of the customer, sit in the customer's seat." Etinosa Agbonlahor, founder and CEO of Decision Alpha. “We think about pricing as architecture. The way you structure a price is gonna sway your customers one way or the other.” Etinosa Agbonlahor, founder and CEO of Decision Alpha. Follow Etinosa: Etinosa Agbonlahor on LinkedIn: https://www.linkedin.com/in/etinosasere/ Decision Alpha website: https://decisionalpha.co/ Decision Alpha LinkedIn: https://www.linkedin.com/company/decisionalpha/ Behavioural Pricing Playbook: https://playbook.decisionalpha.co Stress-Test Your Pricing Strategy with Fred: https://fred.decisionalpha.co 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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    28 分
  • AI, Email and the Future of B2B Marketing: Balancing Automation and Human Creativity

    AI, Email and the Future of B2B Marketing: Balancing Automation and Human Creativity
    2026/09/30

    Brendan Farnand, Co-Founder and Chief Evangelist at Knak, joins the podcast to talk about his marketing career at IBM and Trend Micro and the recurring challenge of turning campaign ideas into executed assets. Farnand argues email remains a highly effective, owned channel, potentially becoming even more important in the AI era, but B2B teams often “settle” for outdated templates due to technical complexity and bottlenecks.

    He discusses balancing marketer creativity with brand and regulatory compliance, and balancing brand consistency with conversion on landing pages through cross-team alignment and testing. Farnand says “conversion” and gating practices are still being redefined, making experimentation critical, but testing is hindered by the chaotic “messy middle” between ideation and execution platforms. He cautions against fully agentic marketing that creates undifferentiated “AI slop,” advocating intentional human/AI balance and continuous learning.

    About Knak

    Knak is the agentic production layer for enterprise marketing. It's the system between creative brief and send, where your team and AI build on‑brand campaigns that are more personalized, more tested, and live in days.

    About Brendan Farnand

    Brendan is the Co-Founder and Chief Evangelist at Knak, where he's on a mission to revolutionize the way marketing teams produce campaigns. A seasoned expert in demand generation, customer experience and all things MOps, Brendan is passionate about empowering marketers with agentic solutions that unleash creativity, speed up execution, and drive real results. With a keen sense of innovation, he empowers brands to develop high-impact campaigns that drive meaningful revenue - without roadblocks.

    Time Stamps

    00:00 Welcome and Guest Intro 01:37 Why Knak Exists 02:33 Email Isn’t Dead 05:57 What Makes Emails Good 09:34 Freedom vs Brand Control 12:17 Landing Pages and Testing 14:42 Gating Content and Conversions 17:09 The Messy Middle Bottleneck 20:08 Can AI Build Everything 24:41 Enterprise Production Reality 27:26 Customer Obsession at Knak 30:04 Future of AI Marketing 34:35 Career Advice for Marketers 35:57 Best Advice Received 36:54 Where to Learn More 37:48 Closing Thanks

    Quotes

    “Even if you do get ChatGPT to generate you an on-brand, perfectly coded email, good luck — there’s many more steps to go through in an enterprise before you can actually go to market with the campaign.” Brendan Farnand, Co-Founder and Chief Evangelist at Knak.

    “What’s really important for every enterprise organization today is to sit down and have the discussion: where should humans be involved, and where should agents be doing the work?” Brendan Farnand, Co-Founder and Chief Evangelist at Knak.

    “Really listen to your customers, listen to the market, listen to the people around you… before you speak your mind, just listen and learn.” Brendan Farnand, Co-Founder and Chief Evangelist at Knak.

    Follow Brendan:

    Brendan Farnand on LinkedIn: https://www.linkedin.com/in/brendanfarnand/

    Knak website: https://knak.com/

    Knak LinkedIn: https://www.linkedin.com/company/knak-/

    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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    39 分
  • 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
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