Stacking Growth | The B2B Marketing Podcast Complete Breakdown: Brand. Demand. Expand.
Sep 23, 2025
Gianna Scorsone, CEO of ChampionHQ and a customer marketing expert, joins Megan Bowen to dissect the Brand, Demand, Expand strategy. They highlight the importance of blending brand strength with customer advocacy to bolster demand generation, especially in today's AI-driven market. The duo emphasizes financial backing for brand and expansion initiatives, while also discussing how strategic alignment between sales and marketing can supercharge customer retention and growth. Expect insights on practical budgeting and innovative approaches to enhance relationships with existing clients.
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Demand-Only Growth Plateaus
- Too much tunnel vision on demand-only strategies causes growth plateaus and diminishing returns.
- Brand plus expand are required to sustain and continue growth beyond short-term gains.
Prioritize A Clear Strategic Narrative
- Nail your point of view and strategic narrative before scaling brand programs.
- Use a compelling story to make buyers recall the problem you solve and associate it with your brand.
Building Brand From Customer Interviews
- Gianna built Champion's brand by surveying thousands of customer marketers and using their language in messaging.
- She used those interviews to align the product and narrative to real customer pain points.