Leveraging Brand and Mascot (the Ghost)

#321 | Jess Cook, VP of Marketing at Vector, joins Dave to break down what’s actually working in early-stage B2B marketing. They dig into how she thinks about attribution for brand channels, how Vector's podcast became a top marketing channel, why they created a brand mascot, and details on what content strategy is working on LinkedIn right now. They also cover shift from content leader to VP of Marketing and how to drive demand without a massive team or budget.

Timestamps

• (03:06) - — Meet Jess Cook & What is Vector?
• (07:39) - — B2B Influencer pilot setup: why this channel, why now
• (14:57) - — The result: 45 demos, ~$1.1M pipeline, and how she tracked it
• (16:55) - — How to run influencers
• (22:20) - — Scaling idea: retainer-style influencer partnerships
• (26:00) - — Vector’s podcast: “awareness magnet” and the format that works
• (28:24) - — The production system: in-person batch recording a full season in 2 days
• (42:10) - — Jess’s LinkedIn strategy: why she started posting and what she optimizes for
• (53:58) - — Content → VP shift: the two muscles she’s building (metrics + leadership)

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