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Marketing B2B Technology

Marketing B2B Technology

Written by: 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. Economics Marketing Marketing & Sales Politics & Government
Episodes
  • The Evolution of Sales Enablement in the Age of AI - Yega Kumarappan - Paperflite

    The Evolution of Sales Enablement in the Age of AI - Yega Kumarappan - Paperflite
    Apr 22 2026
    Yega Kumarappan explores how sales enablement has evolved from simple content distribution into an AI-driven discipline focused on helping sellers close deals. He explains how Paperflite has grown into an agentic platform that supports sales teams across the entire deal lifecycle, spanning prospect intelligence, content intelligence, conversation intelligence, deal intelligence, and AI-powered coaching. These capabilities help sellers access the right information at the right time, track buyer engagement, and predict deal outcomes with greater confidence. The conversation also highlights a broader shift in the market: ownership of sales enablement is moving from marketing to sales as AI makes its impact on revenue more measurable. Yega emphasizes that while content creation has become easier, distribution and ROI measurement are now the biggest challenges. Finally, he reflects on the growing importance of “knowledge sovereignty”—the need for organisations to capture and leverage their unique expertise—arguing that this will be critical for standing out in a world of increasingly generic AI tools. About Paperflite Paperflite is a content experience and intelligence platform designed to help businesses maximise the impact of their content and drive stronger audience engagement. It enables teams to easily discover the most relevant content across the organisation, share it seamlessly across multiple channels, and track how audiences interact with it. With a strong focus on user experience, Paperflite delivers a visually engaging way for prospects, customers, and partners to consume content. Its built-in analytics engine provides deep insights into buyer behaviour, helping teams understand what resonates and take the right actions to improve conversations and conversions. About Yega Kumarappan Yega Kumarappan is the co-founder and Chief Product Officer of Paperflite. Former Head of Technology Prototyping at Cognizant, Yega spent over a decade building and prototyping innovative solutions for global enterprises before founding Paperflite in 2016. Known for his futurist perspective, Yega focuses on shaping how modern sales and marketing teams use content, data, and AI to drive better customer engagement and outcomes. Time Stamps 00:00 - Introduction to Yega Kumarappan and His Career Journey 02:42 - Why Paper Flight Exists 11:23 - Who Buys Enablement 13:14 - Distribution and ROI 16:04 - Inbound Marketing Strategy 19:15 - Knowledge Sovereignty in AI 22:30 - Marketing Advice and Mindset 27:23 - Where to Learn More Quotes “Sales enablement has moved from distributing content to actively helping sellers close deals.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “The real value is delivering the right knowledge at the exact moment it’s needed.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “Creating great content is no longer the hardest problem—distribution is.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “Whoever masters distribution wins.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite “It’s not just about content anymore—it’s about proving its impact on revenue.” Yega Kumarappan, Co-founder & Chief Product Officer, Paperflite Follow Yega: Yega Kumarappan on LinkedIn: https://www.linkedin.com/in/yegakumarappan/ Paperflite website: https://www.paperflite.com/ Paperflite on LinkedIn: https://www.linkedin.com/company/paperflite 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 mins
  • Inside Menlo Microsystems: Marketing Switch Technology Innovation

    Inside Menlo Microsystems: Marketing Switch Technology Innovation
    Apr 8 2026
    In the latest episode of our Marketing Professionals series, Jackie Rutter, Vice President of Corporate Marketing at Menlo Microsystems, joins Mike to explore what it really takes to build and market a category-defining innovation. From starting her career as an engineer to leading marketing at a fast-scaling deep tech company, Jackie shares why technical credibility, clarity, and customer-focused storytelling are essential, especially when your audience is made up of engineers and your product challenges decades of established thinking. You’ll hear how Menlo Micro is redefining switch technology with its “Ideal Switch” platform, and why success in this space isn’t about hype but education, proof, and trust. The conversation also dives into the differences between large corporations and startup environments, highlighting the importance of focus and fast decision-making in driving rapid growth. Jackie shares insights on marketing to engineers, balancing brand building with commercial results, and how the role of sales is evolving in modern B2B. About Menlo Microsystems Menlo Micro sets a new standard for switches with the Ideal Switch, a chip-scale platform that overcomes performance, efficiency, and scalability bottlenecks of electromechanical relays (EMRs) and semiconductor-based switches.  It’s the first disruptive switching technology in over 30 years and the only platform scalable across both power and frequency domains. The Ideal Switch enables smaller, lighter, faster, more reliable, and energy-efficient systems. From AI and quantum compute to aerospace, defense and power electronics, the Ideal Switch eliminates bottlenecks and reduces the total cost of ownership across today’s most demanding applications. Menlo Micro unlocks new possibilities. For more information, visit www.menlomicro.com or follow the company on LinkedIn.  About Jackie Rutter Jackie Rutter is a seasoned marketing and business leader with over 25 years of experience driving growth across global technology markets. As Vice President of Corporate Marketing at Menlo Micro, she leads the company’s worldwide marketing and communications strategy, delivering measurable impact including doubling revenue in the past year and expanding Menlo Micro’s presence in critical applications including GPU/CPU & HPC T&M, Quantum Compute, AI Data Centers and Industrial Automation. Previously at Analog Devices, Jackie was instrumental in scaling the business from $3.5 billion to over $12 billion in revenue, leading high-profile acquisitions, global marketing programs, and demand-generation initiatives that strengthened ADI’s position in energy, mobility, and industrial markets. Jackie has a proven track record of building high-performing teams, developing scalable marketing strategies, and driving market share growth. She is an active advocate for women in engineering and technology, contributing to IEEE and the GSA Women Leadership Initiative, and regularly shares her leadership insights at industry events. Time Stamps 00:00:00 - Introduction to Jackie Rutter and Her Career Journey 00:04:00 - Understanding Menlo Microsystems and Its Technology 00:06:50 - Marketing Challenges in Redefining a New Category 00:09:10 - Building Credibility in Marketing to Engineers 00:10:40 - Learning from Early Marketing Missteps 00:12:10 - Balancing Brand Building with Lead Generation 00:15:40 - Creating Effective Thought Leadership Content 00:18:30 - The Role of Sales in Modern B2B Marketing 00:24:30 - Closing Remarks and Contact Information Quotes "Even the most powerful innovations, the most powerful technologies fail if people don't understand why it matters. What's the impact to the end application? What's the impact to the end user?" Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. “You need clarity, you need focus, you need passion, you need very, very fast decision-making. So that environment is what's enabled us to double revenue in under a year, which is something that's pretty impressive." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "What MEMS switches is a totally disruptive platform. So it eliminates trade-offs in engineering, mainly on size, on weight, on power consumption and the amount of power density that it drives." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Category creation means education first, right? You can't start selling something that people don't even know they've got a problem with. So it's about education." Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. "Engineers want clarity, they want data, they want transparency, honesty.” Jackie Rutter, Vice President of Corporate Marketing at Menlo Micro. Follow Jackie: Jackie Rutter on LinkedIn: https://www.linkedin.com/in/jackie-rutter/ Menlo Micro website: www.menlomicro.com Menlo Micro on LinkedIn: https://www.linkedin.com/company/...
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    25 mins
  • Maximizing Content Creation: The Power of AI and Video in Modern Marketing

    Maximizing Content Creation: The Power of AI and Video in Modern Marketing
    Mar 24 2026

    Katherine Mayer, Product Manager at Kapwing, a cloud-based video editing platform, joins the podcast to discuss how video editing is evolving with AI and how marketers can create high-quality content more efficiently than ever before. The discussion covers the unique advantages of browser-based editing, the integration of AI tools, and how Kapwing serves a diverse range of users, from individual creators to marketers.

    Katherine emphasizes the importance of combining human creativity with AI, highlighting how Kapwing facilitates collaboration and simplifies the editing process. She also addresses common mistakes marketers make when creating video content and the specific challenges faced by B2B marketers.

    About Kapwing

    Kapwing is an AI-powered creation platform built for creators, marketers, and enterprise teams. By blending a fast-moving product culture with cutting-edge technology, Kapwing stays ahead of content trends and makes video creation accessible to everyone.

    About Katherine Mayer

    Katherine Mayer is a Brooklyn-based Product Manager with 3 years of experience building AI-powered products at Kapwing. She specializes in 0-to-1 product development, AI/ML strategy, and monetization. She has launched tools like an AI dubbing product with 30k monthly active users and a text-to-speech tool scaling to 128k MAU.

    Time Stamps

    00:00:18 - Guest Introduction: Katherine Mayer from Kapwing 00:01:44 - Overview of Kapwing and Its Customer Solutions 00:02:46 - The Role of AI in Video Editing at Kapwing 00:08:35 - How Kapwing Supports Marketers 00:09:50 - Repurposing Content for Marketing Efficiency 00:12:10 - Examples of Impactful Marketing Videos 00:14:28 - Common Mistakes in Video Production 00:17:01 - B2B Marketing Video Considerations 00:18:25 - Future of AI in Video Marketing 00:21:09 - Best Marketing Advice for Professionals 00:23:12 - Advice for New Marketing Professionals 00:24:46 - How to Get Started with Kapwing

    Quotes

    "AI can be used on top of that to sort of enhance the process to automate some of these more monotonous tasks that take a long time and are expensive." Katherine Meyer, Product Manager at Kapwing.

    "I really think it's valuable to be able to learn more about what you want in your career by connecting with your coworkers and other professionals in the space." Katherine Meyer, Product Manager at Kapwing.

    "I think that it is, in some ways, there's maybe more trust built when you hear someone and can see someone speaking the words that they're sharing." Katherine Meyer, Product Manager at Kapwing.

    Follow Katherine:

    Katherine Meyer on LinkedIn: https://www.linkedin.com/in/katmeyer

    Kapwing website: https://www.kapwing.com/

    Kapwing on LinkedIn: https://www.linkedin.com/company/kapwing

    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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    26 mins
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