Penn State Football isn’t just a sport; it’s a tradition, a community, and a way of life. That same mindset should guide how we think about B2B marketing.

That’s why in this episode, we’re taking lessons from Penn State’s legacy with the help of our special guest Jill Ransome, SVP of Marketing and Communications at Unite Us.

Together, we explore what B2B marketers can learn from building a brand people rally behind, leaning into differentiation, and playing the long game with consistency to drive lasting impact.

About our guest, Jill Ransome

Jill Ransome is a seasoned marketing executive with over 20 years of experience leading brand, communications, and growth strategies for technology and software companies. Currently SVP of Marketing at Unite Us, Jill previously served as Chief Marketing Officer at Jitterbit, where she led global brand transformation and demand generation efforts. She’s spent much of her career in high-growth environments, bringing a passion for storytelling, strategic execution, and building scalable marketing engines. Jill holds a B.S. in Global Marketing from Pennsylvania State University and lives in Fairfield, Connecticut.

What B2B Companies Can Learn From Penn State Football:

• Build a brand people rally behind. Penn State thrives on pride, emotion, and community, and Jill says B2B brands need the same. “Build a brand that your fans, your followers, your constituents really believe in and rally behind. What Penn State does really well is it’s consistent. It’s emotional and it’s human.” Even in B2B, you need advocates who feel connected enough to share, refer, and champion your story.
• Lean into differentiation. Just as Penn State owns its “Linebacker U” reputation, companies must find what sets them apart. “From a marketing strategy perspective, you always need to be… thinking about what is your differentiation in the market that’s going to set your brand apart.” In crowded B2B categories, leaning into your unique story is what attracts the right buyers.
• Play the long game with consistency. Penn State football hasn’t changed its brand for decades, and that repetition builds equity. Jill points out: “They have been the same navy, blue and white design for decades upon decades… it comes back to brand… You don’t see success overnight. It’s something that’s built over time with consistency.” Marketing results don’t happen instantly; they come from committing to your identity and showing up over time.

Quote

“ I think good marketers are great storytellers, but you can't be a great storyteller unless you're a good listener. You have to listen and learn from your buyers. You have to listen and learn from your frontline. You have to listen and learn from the world around you.”

Time Stamps

[00:55] Meet Jill Ransome, SVP of Marketing and Communications at Unite Us

[01:53] Why Penn State Football?

[02:50] Role of SVP of Marketing at Unite Us

[03:53] Penn State Football: Tradition and Identity

[19:08]  B2B Marketing Lessons from Penn State Football

[26:39] Brand and Marketing Strategies at Unite Us

[29:47] Effective Content and Campaigns

[36:24] Advice for CMOs

[38:02] Final Thoughts and Takeaways

Links

Connect with Jill on LinkedIn

Learn more about Unite Us

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. 

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. 

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