Welcome to Voices, a series where we sit down with B2B tech marketing and PR/comms leaders to talk about what it’s really like doing the job today.
Each episode focuses on a different theme, shaped by the real-world experiences of our guests.
In this episode, we’re joined by B2B technology marketing leader, advisor and commentator Derek Britton to discuss how evidence can build credibility and open doors.
In this short session, we’ll explore:
- How research can help brands build credibility and challenge long-held assumptions
- Why the most valuable insights are often the ones you weren’t expecting to find
- How evidence and thought leadership can open doors to conversations that wouldn’t otherwise happen
- …and lots more!
Jump to a section:
00:00 Introduction
01:36 Building B2B tech brands from the ground up
04:10 The battle for brand awareness
09:09 The fundamental B2B tech marketing challenge
11:31 Using research to build buy-in and credibility
21:44 Opening doors with evidence and insight
32:40 Creating research that resonates
39:02 The impact of AI on brand-building
43:30 Rapid fire questions