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/
Content Allies helps B2B tech companies launch revenue-generating podcasts and build relationships that drive revenue through podcast networking.
We schedule interviews with your ideal prospects and strategic partners so that you can build relationships and grow your business.
You show up and have conversations, we handle everything else. Learn more at ContentAllies.com
#B2B #BusinessLeaders #Leadership
Artificial Intelligence Helps Make Data Science More Accurate with David Wolfe of Inguo.io
Using AI to Streamline Your Software Ecosystem and Save Dollars with James Layfield of Clearfind
Blocking Bad Ads with Matt Gillis of clean.io
Future of Sales Development with David Dulany of Tenbound
Scaling With the Right People with Vivek Kartha of WorkSpace
Process and Vision in Startup Growth feat. Vincent Serpico, Founders Workshop
The Reality of Impostor Syndrome and Overcoming It with Kris Kelso, Author
A World Without Credit Scores with Shmulik Fishman of Argyle
Business Continuity in an Ever-changing World with Frank Shultz of Infinite Blue
Using Artificial Intelligence to Increase Sales with Anne Cheng
Processes & Project Management with Vinay Patankar of Process Street
Helping Startups Through Community with Sunir Shah, CEO of AppBind
Passing the Test of Time in Technology with Sherif Kozman of Extreme Solution
Leadership and Decision Making Principles with John Milburn of Clear Skye Inc.
On Being Customer-Centric and Workflow Focused with Derek Gerber of Explainify
DNA Computing Capabilities with Dave Turek of CATALOG
Resiliency and Flexibility as a Marketer with Chantelle Marcelle
Founding on shared philosophies with Di Di Chan of FutureProof Retail
Marketing Measurement with Madan Bharadwaj of Measured
Zero to 12 customers in year 1 with Nick Foy of Silverdale Tech
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
HCI Leadership Revolution
Human Capital Leadership
The Power of Music Thinking
BusinessWISE
Business Wars