Mike is joined by Alexander Levitt, Head of Marketing at Forward AM, previously part of BASF's 3D printing division. With 15 years of experience in marketing, Alex shares insights into his career journey, the evolution of 3D printing, and the challenges and opportunities that come with marketing in a niche industry.

He discusses whether 3D printing is overhyped, core marketing and applications for Forward AM, and strategies for marketing across different industries.

About BASF Forward AM

Forward AM provides 3D printing solutions across the entire Additive Manufacturing value chain from consultancy, development and innovative design, through digital simulation and prototype printing, to finishing and exhaustive component testing.

Forward AM traces its origins to BASF 3D Printing Solutions GmbH, which was founded by BASF New Business GmbH in 2017. In 2024, BASF 3D Printing Solutions GmbH was transformed into Forward AM Technologies.

Time Stamps

00:00:34 - Alex's Career Journey

00:00:45 - The Evolution of 3D Printing

00:04:51 - Core Markets for Forward AM

00:08:45 - Balancing Brand Building and Lead Generation

00:10:33 - Challenges of Transitioning from BASF

00:15:24 - Tactical Approaches to Lead Generation

00:22:31 - Future Trends in B2B Marketing

00:24:42 - Final Thoughts and Advice for Marketers

00:27:41 - How to Connect with Alex Levitt

Follow Alexander:

Alexander Levit on LinkedIn: https://www.linkedin.com/in/alexander-levit/

Swell AI website: https://forward-am.com/

Swell AI on LinkedIn: https://www.linkedin.com/company/basf-forwardam/

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Forward AM website: https://www.napierb2b.com/

Forward AM 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

Cody Schneider, co-founder and CEO of Swell AI, shares his journey to founding a company that uses AI for content generation. He discusses the evolution of Swell AI, which transforms audio and video content into other formats such as blog posts and emphasises the importance of using human-generated content when prompting AI to create unique and high-quality outputs.

Cody highlights the importance of building a sustainable marketing strategy, the impact of AI on content creation, and the necessity of reaching audiences through multiple channels. He also offers insights into effective marketing tactics, including the use of podcasts and social media, while encouraging aspiring marketers to embrace technical skills and practical experience in their careers.

About Swell AI

Swell AI is an AI-powered platform designed to streamline content creation for podcasts, helping creators automate the process of generating show notes, transcriptions, and summaries.

By leveraging advanced natural language processing and machine learning algorithms, Swell AI transforms audio into structured, written content, making it easier for podcasters to engage their audience, enhance SEO, and save time.

The platform is particularly useful for podcasters who want to focus on content creation while automating the more tedious aspects of post-production. Swell AI is ideal for independent podcasters, production teams, and agencies looking to scale their podcasting efforts efficiently.

About Cody Schneider

Cody Schneider is an innovative inventor who uses AI to refine digital processes. As the CEO of Draft Horse AI and Swell AI, he’s known for creating tools that streamline content workflows and deliver faster results. With experience in rapidly scaling startups, Cody helps turn organisational challenges into efficient, automated solutions.

Time Stamps

[00:00:41] - Cody's Career Journey

[00:02:38] - The Origin of Swell AI

[00:06:45] - The Value of Human-Generated Content

[00:10:57] - Accessibility of Swell AI for Users

[00:14:28] - Future of AI in Marketing Tasks

[00:20:09] - Cody's Marketing Strategies for Swell AI

[00:25:55] - Best Marketing Advice Received

[00:26:13] - Advice for Aspiring Marketers

[00:29:01] - Conclusion and Contact Information

Quotes

“We realized that podcasts, especially in the B2B world, were this incredible tool to create media on a regular cadence… Podcasts are one of the most effective sales tools that exist currently.” Cody Schneider, Co-Founder and CEO of Swell AI.

Follow Cody:

Cody Schneider on LinkedIn: https://www.linkedin.com/in/codyxschneider/

Swell AI website: https://www.swellai.com/

Swell AI on LinkedIn: https://www.linkedin.com/company/swell-ai/

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

Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls, discusses her career in B2B technology marketing. She talks about how marketing in the industrial sector has changed, the challenges of getting stakeholders to understand what marketing really is, and what B2B companies can learn from consumer marketing.

About Johnson Controls

Johnson Controls transforms the environments where people live, work, learn and play. As a global leader in smart, healthy and sustainable buildings, Johnson Controls’ mission is to reimagine the performance of buildings to serve people, places and the planet.

Building on a history of nearly 140 years of innovation, Johnson Controls deliver the blueprint of the future for industries such as healthcare, schools, data centers, airports, stadiums, manufacturing and beyond through OpenBlue, a comprehensive digital offering.

About Suzi McNicholas

Suzi McNicholas is Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls. She leads the marketing team to support new product introductions and integrated marketing campaigns.

She has a 25+ year career in progressive B2B marketing roles including digital marketing campaigns, lead generation, branding, public relations, new product introductions, content creation, events, communications, and budget management. Prior to joining Johnson Controls, McNicholas built an integrated marketing team at Honeywell in the Industrial Safety Products division.

McNicholas holds a Bachelor of Arts in English from Presbyterian College in Clinton, SC and a Post-Graduate degree in English and American Literature from the University of Hull in England. She currently resides in Charlotte, NC.

Time Stamps

[00:47.5] – Suzi discusses her 25+ year career in marketing.

[05:32.7] – What are the differences to marketing to a channel partner versus an end user?

[08:55.3] – How do you manage short term and long term goals? Suzi discusses.

[13:28.2] – Suzi discusses how audiences reliance on sales is shifting.

[15:31:9] – Suzi talks about what she sees being the biggest changes in marketing over the next five years.

[18:50.8] – Suzi shares some advice to those looking to get into marketing.

[19:58.8] – Suzi’s contact details.

Quotes

“Don’t get emotionally attached to the outcome because your budget’s going to get cut… maybe your campaign isn’t going the way you’d want it to… that’s ok, you’re going to learn from what’s happening… you’re going to spend a whole lot of time frustrated and upset if you’re emotionally attached to these outcomes.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls.

“People aren’t going to buy until they’re ready, and that 70% of the time that they’re spending before reaching out is research.” Suzi McNicholas, Director of Marketing for Residential & Light Commercial HVAC at Johnson Controls.

Follow Suzi:

Suzi McNicholas on LinkedIn: https://www.linkedin.com/in/suzimcnicholas/

Johnson Controls website: https://www.johnsoncontrols.com/

Johnson Controls on LinkedIn: https://www.linkedin.com/company/johnson-controls/

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