#151: Brand Marketing | How To Build A Brand with Bill Macaitis (former Slack CMO & Zendesk CMO)
The Exit Five CMO Podcast (Hosted by Dave Gerhardt)
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Exploring the Importance of Brand Marketing in B2B
This chapter covers the various perspectives on brand marketing in B2B, discussing the importance of branding, direct response measurement, and balancing brand and demand strategies. It emphasizes the role of collective brand goals for all team members, the impact of brand metrics like recall and sentiment, and the significance of brand sentiment on user perception and word-of-mouth marketing in B2B. The conversation also mentions measuring sentiment through customer surveys, the influence of word of mouth on branding, and the avoidance of excessive gating in B2B marketing for a customer-centric experience.
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