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How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming

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Transforming Branding in Enterprise Software

This chapter explores the branding strategies and marketing challenges faced by a leading enterprise software company as it transitions from product-oriented to brand-led initiatives. It emphasizes the importance of aligning marketing with buyer behavior and sales outcomes, fostering collaboration between marketing and sales teams, and redefining lead generation strategies. The discussion also highlights innovative advertising techniques that humanize key roles within target markets, enhancing audience engagement and brand recognition.

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