Go offline with the Player FM app!
Why B2B brands fail without trust (and how to build one that lasts) with Jigsaw’s Head of Marketing, Jason Miller
Manage episode 509787949 series 3303420
In this episode of B2B Marketing: The Provocative Truth, Benedict talks with Jigsaw's Head of Marketing, Jason Miller about the renewed importance of brand in B2B marketing.
Once seen as “fluffy” or reserved for consumer giants, brand is now the foundation for differentiation, trust and long-term growth. Jason argues that lead gen and performance marketing alone can’t cut it, and explains how clarity of message, consistency and community are what really drive results.
From defining a singular brand story to challenging the over-reliance on AI-generated messaging, Jason shares how B2B marketers can build lasting trust – and why those who ignore brand risk being left behind.
Highlights:
02:11 – Why the traditional B2B playbook is broken
05:20 – Brand as more than just awareness
07:23 – How to measure brand impact creatively
09:32 – Crafting a simple, powerful brand story
15:30 – Why events and community matter more than ever
21:13 – Persuading sceptics to invest in brand
23:21 – The future of demand gen vs brand
33:04 – Why protecting the core from AI is essential
🎙️ Tune in to hear why brand isn’t just a marketing exercise, but the key to surviving and thriving in B2B today.
Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast
Hosted on Acast. See acast.com/privacy for more information.
96 episodes
Manage episode 509787949 series 3303420
In this episode of B2B Marketing: The Provocative Truth, Benedict talks with Jigsaw's Head of Marketing, Jason Miller about the renewed importance of brand in B2B marketing.
Once seen as “fluffy” or reserved for consumer giants, brand is now the foundation for differentiation, trust and long-term growth. Jason argues that lead gen and performance marketing alone can’t cut it, and explains how clarity of message, consistency and community are what really drive results.
From defining a singular brand story to challenging the over-reliance on AI-generated messaging, Jason shares how B2B marketers can build lasting trust – and why those who ignore brand risk being left behind.
Highlights:
02:11 – Why the traditional B2B playbook is broken
05:20 – Brand as more than just awareness
07:23 – How to measure brand impact creatively
09:32 – Crafting a simple, powerful brand story
15:30 – Why events and community matter more than ever
21:13 – Persuading sceptics to invest in brand
23:21 – The future of demand gen vs brand
33:04 – Why protecting the core from AI is essential
🎙️ Tune in to hear why brand isn’t just a marketing exercise, but the key to surviving and thriving in B2B today.
Subscribe now and never miss an episode that challenges the status quo of B2B marketing. Listen to more episodes at www.alan-agency.com/podcast
Hosted on Acast. See acast.com/privacy for more information.
96 episodes
All episodes
×Welcome to Player FM!
Player FM is scanning the web for high-quality podcasts for you to enjoy right now. It's the best podcast app and works on Android, iPhone, and the web. Signup to sync subscriptions across devices.