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

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing
• Connect with me on LinkedIn
• Subscribe to our 1% Insight Newsletter
• Watch & Subscribe our YouTube Channel
• Visit our Website

The 1% Insight is brought to you by Trend 7!

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

How do you market cutting-edge technology when your audience is still learning what they need? In this episode, Rosemary Wynne, Head of Marketing at EZO, reveals what it takes to build awareness and trust in Ireland's EV charging market.

Rosemary walks us through her transition from digital strategy to leading the marketing for one of Ireland's leading EV infrastructure companies. She opens up about the real challenges of rebranding in a fast-moving industry and shares how EZO navigates the delicate balance between technical B2B marketing and consumer education.

What you'll learn:

• Dual-market strategies for serving both business clients and end consumers
• Why integrating digital and physical infrastructure matters for user experience
• How behavioural shifts drive EV adoption more than technology alone
• Practical applications of AI in B2B marketing for technical products

This episode delivers actionable insights for B2B tech marketers navigating complex product launches, managing rebrands in evolving markets, or building trust around transformative technology.

Essential listening for marketing leaders in technical industries looking to bridge the gap between innovation and adoption.

• Connect with Rosemary on LinkedIn
• Learn about EZO

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing
• Connect with me on LinkedIn
• Subscribe to our 1% Insight Newsletter
• Watch & Subscribe our YouTube Channel
• Visit our Website

The 1% Insight is brought to you by Trend 7!

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

How your B2B Tech Podcast can support your sales efforts during long sales cycles!

1. Engage Buyers

A podcast can help keep prospects and buyers engaged with your brand throughout their journey.

Easy to access content that they find valuable, keeping your company top of mind.

2. Appeal to buying committees

Chances are there will be more than 1 person you need to get approval from when selling your B2B Tech Product/Service.

Having different podcast episodes to appeal to and engage different buyer personas can support your sales efforts by winning over the majority of their buying committee before they even have a demo with your team.

3. Builds Trust

Showcase expertise + thought leadership by going in-depth on topics about your industry, product features, the challenges your customers face, the future of your industry & client success stories.

Making your company a trusted option when they are ready to buy.

Thanks for listening to The 1% Insight!

• Access our free resource: Build a B2B Tech Content Strategy That Fuels Your Pipeline: How B2B Tech Companies can turn Content into future Pipeline & Demand utilising Social Media & Podcast Marketing
• Connect with me on LinkedIn
• Subscribe to our 1% Insight Newsletter
• Watch & Subscribe our YouTube Channel
• Visit our Website

The 1% Insight is brought to you by Trend 7!

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