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Why B2B brands fail without trust (and how to build one that lasts) with Jigsaw’s Head of Marketing, Jason Miller

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Manage episode 509787949 series 3303420
Content provided by alan.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by alan. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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.

  continue reading

96 episodes

Artwork
iconShare
 
Manage episode 509787949 series 3303420
Content provided by alan.. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by alan. or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

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.

  continue reading

96 episodes

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