In this episode, we're joined by Genesis Capunitan, Head of B2B at Initiative, part of The Interpublic Group of Companies. With a rich background spanning global software companies and leading creative agencies, Genesis brings a wealth of experience to the discussion of B2B marketing in the modern landscape. 

Key Takeaways:

(00:41) Genesis and his role at Initiative.

(04:01) The impact of an expanding buying committee on B2B sales cycles and decision-making.

(05:49) Implementing OKRs and KPIs to streamline marketing objectives and results.

(07:11) The underrated value of endemic media in targeted industry marketing.

(08:09) Brand architecture and its components as the foundation of strategic marketing.

(10:45) Strategies for effective marketing under budget constraints and resource limitations.

(14:41) Transitioning from service-focused narratives to aspirational brand storytelling.

(17:53) Introducing 'sense-making' in content strategy to aid in the B2B buying process.

Resources Mentioned:

Genesis Capunitan -

https://www.linkedin.com/in/genesiscapunitan/

Initiative | LinkedIn -

https://www.linkedin.com/company/initiative/

Initiative | Website -

https://www.interpublic.com/our-companies/initiative/

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