#53: How to Build a Brand with Bill Macaitis (former Slack CMO & Zendesk CMO)

Episode Description

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.

Show Notes

(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.