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“The brand is a fire that drives customers.” – Bill Macaitis
On December 1st, we gathered once again for Reach 2022, G2’s digital conference. Reach hosted multiple guest speakers who have established their expertise in the business-to-business (B2B) software market.
It also featured a 30-minute fireside chat on how to build a brand in an economic downturn with Bill Macaitis, former CMO at Slack and Zendesk, and Dave Gerhardt, founder and CEO of Exit Five.
Even in the aftermath of the COVID-19 pandemic, B2B brands have managed to level their growth. But how? Both marketers and consumers are responsible for it. Consumers seek solutions. Brands seek intent.
What is a brand?
A brand allows consumers to recognize and interact with a particular product or service. It is a company’s visual identity in an online marketplace. A brand comprises a logo, slogan, trademark registration, domain name, colors, or content on a company’s website or social media accounts. Representing your brand in a personalized way increases your reliability in the market and directs more people toward your channel.
Bill Macaitis has been in the brand marketing and consumer industry for over 20 years, with experience working at companies like Slack, Salesforce, and Zendesk. That’s one of the reasons he calls himself an “online marketing nerd.”
Macaitis now works as a marketing and strategy advisor to prominent SaaS brands. For him, the brand simply translates into “service for the people.”
What is brand marketing?
Macaitis says that a brand is a “volatile” term and does not get enough recognition in the B2B marketplace. While B2C companies go gaga over their market spending, advertisements, and content promotion, B2B pushes it away for the almighty customer.
Different people have different perceptions of B2B brand marketing. Some people follow it religiously, while others think it’s a scam. But brand marketing is something you do for your brand, regardless…
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