Raj Sarkar (ex-1Password, Atlassian): B2B Brand Marketing

pB2B marketers usually overlook brand in their marketing mix. Brand marketing is only for CPG companies, right? Raj makes the case that brand marketing is not optional, if you want to win your category./ppbr/ppBut brand marketing isn’t just buying a Super Bowl ad. Before you think about channels, you need to define your brand identity and build awareness. Done right, brand marketing can become an infinitely scalable strategy to drive growth./ppbr/ppstrongKey Takeaways: /strong/pulli[01:19nbsp;-nbsp;04:05] What exactly is brand marketing? And why is it important?/lili[04:06nbsp;-nbsp;05:41] Why we should dive deep into brand/lili[05:41nbsp;-nbsp;07:36] Differentiation in branding, infinitely scalable/lili[07:39nbsp;-nbsp;11:38] When to start thinking about brand, SEO, and the funnel/lili[13:36nbsp;-nbsp;15:36] Determining your mission and values, brand attributes/lili[15:36nbsp;-nbsp;17:26] Speaking ways that is consistent with identity/lili[17:28nbsp;-nbsp;19:45] Balancing different brand attributes in messaging/lili[19:47nbsp;-nbsp;21:04] House of brands or a branded house/lili[22:08nbsp;-nbsp;25:31] Amplifying brand marketing and the channels of choice/lili[25:38nbsp;-nbsp;28:58] Tracking efficacy in print and non-digital formats with modern tools/lili[28:58nbsp;-nbsp;30:47] Where to take action on Rajs advice/li/ulpbr/ppstrongMentioned in this episode:/strong/ppa href=https://openviewpartners.com/newsletter/#.YfRAM-rMIuU rel=noopener noreferrer target=_blankSign up for OpenViews weekly newsletter/a/ppa href=https://www.linkedin.com/in/rajsarkar/ rel=noopener noreferrer target=_blankRaj Sarkar, CMO amp; Advisor/a/ppa href=https://www.linkedin.com/in/rajsarkar/ rel=noopener noreferrer target=_blankLinkedIn/a/ppa href=https://twitter.com/rajsarkar?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor rel=noopener noreferrer target=_blankTwitter/a/ppSubscribe tonbsp;a href=https://www.youtube.com/channel/UCaVvQTEaCyt2bbkoAh7wPyg rel=noopener noreferrer target=_blankBlake Bartlett on YouTube/a./ppPodcast produced bynbsp;a href=https://openviewpartners.com/ rel=noopener noreferrer target=_blankOpenView/a./ppView ournbsp;a href=https://openviewpartners.com/blog rel=noopener noreferrer target=_blankblognbsp;/afor more context/inspiration./ppa href=https://www.linkedin.com/company/openview-/ rel=noopener noreferrer target=_blankOpenView on Linkedin/a/ppa href=https://twitter.com/openviewventure rel=noopener noreferrer target=_blankOpenView on Twitter/a/ppa href=https://www.instagram.com/openviewventure/ rel=noopener noreferrer target=_blankOpenView on Instagram/a/ppa href=https://www.facebook.com/OpenViewVenture/ rel=noopener noreferrer target=_blankOpenView on Facebook/a/p