This episode features an interview with Emma Robinson, B2B Marketing Lead at Canva, a global online visual communications platform on a mission to empower the world to design.

In this episode, Emma dives into Canva's shift from individual to enterprise functionality, sharing her thoughts on the inherent value of investing in brand at any stage. She also dives into the increasing importance of word-of-mouth and avoiding the sea of sameness in B2B marketing. 

Key Takeaways:

• Brand and creative help you to get potential buyers thinking and feeling, and help you differentiate among a sea of sameness in B2B marketing, and pushes buyers towards action. 
• While analyst relations are still important, word-of-mouth and peer-driven buying are increasingly important, potentially reducing some of the importance of analyst reports. 
• Traditional SEO is changing, and having high-quality, insight rich content with an authentic point of view will be important. 

Quote: 

•  Traditional SEO is probably changing somewhat. I mean, most of us who have searched something in recent times will not necessarily be searching just in Google. So, finding ways to make sure that our content will be trained by an LLM in the right ways, you know, people still need answers, but they're getting them in a very different way now.  Image search and, you know, tech search  and all these different things that will inevitably change what we know  as traditional SEO. So, I think for that, it's again, back to the point about being grounded in really good quality content, like colored content that has a point of view that does feel less AI oriented and more  really rich in insights insights, for example, like primary research, those types of things, but that's still going to stay. And then I think influencer marketing and things like podcasts and so forth, like all of those sort of authentic moments are going to matter in kind of the new world. So, we're definitely rethinking our search strategy there, and so more to come on that.

Episode Timestamps: 

*(03:33) The Trust Tree: Changing perceptions and moving into enterprise

*(23:16) The Playbook: Thinking and feeling to action 

*(39:53) The Dust Up:  Do you invest in brand equity for the long term? 

*(43:53) Quick Hits: Emma’s Quick Hits

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

Links:

• Connect with Ian on LinkedIn: https://www.linkedin.com/in/ianfaison/
• Connect with Emma on LinkedIn: https://www.linkedin.com/in/emma-robinson-mtkg/
• Learn more about Canva: https://www.linkedin.com/company/canva/
• Learn more about Caspian Studios: https://www.linkedin.com/company/canva/