Chris was invited to join Stef Hamerlinck on the Let’s talk branding podcast to discuss content and branding.

Chris challenges the traditional approach to B2B marketing and emphasizes the importance of understanding customers and generating demand. He highlights the distinction between demand creation and demand capture, and urges companies to focus on creating content that customers actually want to consume. Chris also discusses the role of brand building in B2B marketing and the need for effective distribution tactics to reach a broader audience. He emphasizes the importance of measuring the impact of marketing efforts on overall business growth and suggests shifting the focus from micro analytics to a more holistic view of marketing ROI.