This week on The 1% Insight, we welcome Maurice Lawlor, Head of Enterprise Sales at Prerender.io, for an in-depth conversation about creating harmony between marketing and sales functions to fuel long-term business success in the B2B Tech sector.

Maurice examines how buyer behaviour has transformed, with decision-makers now preferring to research solutions independently before initiating contact with vendors. He discusses why establishing a presence across diverse channels from search to social media to LLMs has become fundamental to engaging prospects during their research phase.

Maurice advocates for centring your communications around the specific challenges your technology addresses, using real customer experiences to demonstrate value and establish credibility with your target market.

Key Insights for B2B Tech Marketers:

• Today's B2B Buyers complete substantial research autonomously, requiring marketers to maintain visibility across multiple digital touchpoints
• Problem-centric storytelling that showcases customer outcomes proves more effective than technical feature lists
• Placing both functions under common leadership reduces friction and ensures teams pursue aligned objectives
• Long-term success depends on understanding your customers' problems and maintaining consistency in strategy execution
• Establishing common performance indicators across departments eliminates territorial boundaries and strengthens revenue-focused collaboration

The episode emphasises that enduring business growth flows from deep customer understanding combined with disciplined, repeatable execution. If your organisation faces challenges with prospect handoffs, conflicting team priorities, or fragmented customer communications, you'll find practical frameworks for building a more unified and effective revenue engine.

• Connect with Maurice on LinkedIn
• Learn about Prerender.io

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Keywords: B2B technology marketing, SaaS Marketing, B2B Strategy, Tech Industry Insights, B2B Branding, Lead Generation, Marketing Automation, Account-Based Marketing, B2B Sales Funnel, Customer Acquisition, Demand Generation, Marketing ROI, B2B Content Strategy, Digital Transformation, Enterprise Marketing