This episode will change the way you think about brand reputation in modern marketing. Estimates are that 90% of buyer activity is happening before buyers even talk to a sales person. What do marketers need to do to win in the modern buyer journey?

In this episode, Eric interviews Larisa Summers, a seasoned Chief Marketing Officer with over 20 years of experience in various industries, mainly focusing on technology and SaaS businesses. Larissa shares insights into her journey, highlighting the importance of storytelling and human connection in marketing. She recounts a notable marketing campaign during her time at Optoro, where handling product returns was turned into an opportunity for viral marketing through the creation of unboxing videos. This initiative not only promoted the brand but also inspired a wave of entrepreneurs.

The conversation then shifts towards future marketing trends, emphasizing the potential of AI while cautioning against its overuse, which can lead to a lack of authenticity. Larissa advises on the importance of creating genuine, human-centric content to stand out. The episode concludes with a discussion on the crucial role of a company's online reputation and the changing dynamics of buyer research and decision-making.

01:19 A Marketing Success Story: Turning Returns into Revenue

06:07 Exploring Marketing Trends for 2024

08:00 The Importance of Authenticity and Reputation in Marketing

14:37 Closing Thoughts and Contact Information

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Introduction

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