BUILD with Blake Bartlett Raj Sarkar (ex-1Password, Atlassian): B2B Brand Marketing
Nov 16, 2022
31:06
B2B marketers usually overlook brand in their marketing mix. Brand marketing is only for CPG companies, right? Raj makes the case that brand marketing is not optional, if you want to win your category.
But brand marketing isn’t just buying a Super Bowl ad. Before you think about channels, you need to define your brand identity and build awareness. Done right, brand marketing can become an infinitely scalable strategy to drive growth.
Key Takeaways:
- [01:19 - 04:05] What exactly is brand marketing? And why is it important?
- [04:06 - 05:41] Why we should dive deep into brand
- [05:41 - 07:36] Differentiation in branding, infinitely scalable
- [07:39 - 11:38] When to start thinking about brand, SEO, and the funnel
- [13:36 - 15:36] Determining your mission and values, brand attributes
- [15:36 - 17:26] Speaking ways that is consistent with identity
- [17:28 - 19:45] Balancing different brand attributes in messaging
- [19:47 - 21:04] House of brands or a branded house
- [22:08 - 25:31] Amplifying brand marketing and the channels of choice
- [25:38 - 28:58] Tracking efficacy in print and non-digital formats with modern tools
- [28:58 - 30:47] Where to take action on Raj's advice
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