Mastering Brand and Demand Gen in B2B Marketing | Jason Ing (Gusto, AWS, P&G)

► About this Video

Jason Ing, Chief Marketing Officer at Gusto, joins Krystina Rubino on Growth Talks to share his journey from B2C marketing with global tech giants like Microsoft and Amazon to leading B2B marketing strategies at Gusto.

He explores the balance between brand and demand generation and highlights how storytelling and emotion shape decision-making in the B2B space. Jason also offers a behind-the-scenes look at how Gusto builds trust and brand consistency while providing HR and payroll services to small and medium-sized businesses.

🗝️ Key Takeaways:

• Start with demand gen marketing to find those short term wins. Then once you’ve mastered product market fit, move onto brand marketing for your long term growth. 
• When making decisions on where to put your marketing dollars, make sure the ‘feels right’ doesn’t exceed 15-20%—and be sure to keep tabs on paid performance trends at all stages of the funnel after you layer in brand spend. 
• Creative consistency builds trust AND recall. Be sure to be solid in your “why,” and make sure that everything from ads to customer support align behind that vision.
• The best B2B marketing creative is based in storytelling. Find a way to blend the emotional and rational. 
• Qualitative insights go beyond metrics. Listening to customers reveals opportunities that data alone can’t—like the potential impact of placing the niche ad in front of the right audience at the perfect time.

Timestamps
00:00 Introduction to Jason Ing and his transition from B2C to B2B marketing
01:22 Discussing the tension between demand gen and brand marketing in B2B
06:01 How marketing philosophies evolve across different industries
08:41 Emotional decision-making in B2B marketing
12:26 Why storytelling matters in B2B marketing
14:40 Gusto’s "Choose Gusto" campaign and the power of consistent messaging
17:52 Creating brand trust through consistent experiences across channels
21:15 Jason’s thoughts on qualitative vs. quantitative research in B2B marketing
27:22 How B2C and B2B marketing differ in practice
30:05 Gaining organizational buy-in for experiments with new marketing channels
37:00 Using non-endemic channels in B2B marketing
40:00 Closing thoughts and advice for growth marketers

🔗 Mentioned in this episode:

• Gusto: www.gusto.com
• AWS: www.aws.amazon.com
• Xbox: www.xbox.com
• Procter & Gamble: www.pg.com
• Accenture: www.accenture.com
• Infosys: www.infosys.com

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