This episode is from a fireside chat Dave did with Bill Macaitis, former CMO at Slack and Zendesk during G2's 2023 "Reach" event on how to build a brand in an economic downturn. We cover what a brand is, what brand marketing is, 8 ways to fit a brand into a marketing strategy, creating a brand-centric product, and examples from Bill's work over the years.
(00:01) Bill's background in B2B.
(03:13) Where does brand fit into the B2B marketing strategy?
(06:43) What are the most important metrics for marketing? How can you measure them?
(11:28) Word of Mouth is the secret to breakthrough success from a B2B marketing standpoint.
(15:08) How do you tell when a company doesn’t have a clearly articulated marketing strategy?
(18:43) What is the best approach for getting budget for brand building in a downturn like this?
(23:28) The importance of having a marketing philosophy.