In this episode of The Insiders, Richard Lane is joined by Jessica Cook, Head of Marketing at Vector, to explore why storytelling has become one of the most powerful growth levers in modern B2B marketing.

From building pipeline without a traditional demand gen function to creating a brand that genuinely resonates with marketers, Jessica shares practical insights from her journey leading marketing at a fast-growing SaaS business and why content is no longer a “nice to have”.

The conversation covers brand, content, leadership buy-in and what it really takes to stand out in a crowded market.

1. Why there is no marketing without content
2. How storytelling is shaping the future of marketing leadership
3. Growing pipeline through brand-led activity
4. What most companies get wrong with swag and brand experiences
5. The role CEOs play in successful marketing strategies
6. Building demand by understanding your audience deeply