The Exit Five CMO Podcast (Hosted by Dave Gerhardt) #151: Brand Marketing | How To Build A Brand with Bill Macaitis (former Slack CMO & Zendesk CMO)
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Jun 20, 2024 Former Slack and Zendesk CMO, Bill Macaitis, shares insights on brand marketing, importance of brand sentiment, CEO personality impact, and product-led growth strategies in B2B marketing.
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Brand as a Shared Goal
- Make brand a shared marketing goal, not a siloed team.
- This allows everyone to contribute and measure their impact on brand perception.
Measuring Brand
- Measure brand perception using metrics like aided/unaided recall, sentiment, and share of voice.
- Track these metrics regularly and set goals for improvement.
Slack's Brand Measurement
- At Slack, initial aided and unaided brand recall was low outside of San Francisco.
- Tracking these metrics helped to understand organic growth and campaign effectiveness.