When it comes to brand, there are few in B2B tech who care more than Kacie Jenkins, SVP of Marketing at Sendoso. She has cultivated an incredible human personality, extending the brand throughout the entire organization.But that passion is also coming from a place of deep experience. Kacie has an incredible background in marketing, working in the B2C tech space with Roku, as well as with leading B2B brands. We explore some of those key differences, and similarities in a truly packed conversation.
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Gwen Lafage - Sinch
Gwen is the VP Marketing, Global Brand and Content at Sinch, the Customer Communications Cloud, and on this episode she walks us through the inner workings and impact of brand at a highly complex global organization.What makes this conversation even more interesting, is how recently this 'growing up' of the brand marketing function was put into place, and so Gwen has great perspective on what that journey looks like.
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43:55
Brandon Redlinger - Chili Piper
Get an inside view at one of the darling tech startup brands, through the fresh eyes of its new VP of Marketing.There are few more prominent brands in the tech startup space than Chili Piper, which Brandon Redlinger has recently found himself at the marketing helm of. But, as he talks candidly about in this episode, recognition and association are not mutually exclusive ideas when it comes to brand.
Brand can be a confusing, even controversial topic in B2B tech marketing. For years, the industry has been heavily weighted towards performance marketing efforts, focused on near-term results. The game has been about efficiency.Near-term and efficient are two terms that don't fit will when it comes to brand, and so it is often neglected.In this podcast, host Liam Moroney talks to marketing leaders at some of the most brand-forward companies in the industry, to understand how brand does look, and can look, when it's done right.
Ireland