In this episode, Colin and I talk about why he drove a strategic shift from product-led marketing to brand-led, the end of the funnel, what all marketing—and buying—has in common, and how simplicity can help anchor marketing in times of great complexity.<br /><br />Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1<br /><br />:00 - Introduction: Why We Shifted from Product-Led to Brand-Led Growth<br />1:52 - How to Convince a Skeptical CFO of Your Brand's Value<br />5:21 - Using 'Inconvenient Truths' to Drive Long-Term Strategy<br />8:12 - Orchestrating Short-Term Wins and Long-Term Brand Building<br />10:29 - Why We Cut Lead Generation by 50% (And It Worked)<br />13:21 - The B2B Marketing Funnel is Dead. Here's What We Do Instead.<br />15:44 - What B2C Can Learn from B2B (and Vice Versa)<br />18:25 - Why Has B2B Marketing Traditionally Been So Bad?<br />21:04 - 'Project Marie Kondo': How We Cut 200 Campaigns Down to 6<br />24:50 - Finding Your DNA: How to Create Differentiated Work<br />27:32 - Lessons from a Former Race Car Driver<br />30:57 - Why You Have to Embrace Strategic Risk<br />33:17 - When AI Does the Work, Brand IS the Work<br />36:31 - How to Build Brand Trust in a Trustless World<br /><br />Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:<br /><br />https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript<br /><br />Stay Connected<br />Forbes newsletters: https://newsletters.editorial.forbes.com<br />Forbes on Facebook: http://fb.com/forbes<br />Forbes Video on Twitter: http://www.twitter.com/forbes<br />Forbes Video on Instagram: http://instagram.com/forbes<br />More From Forbes: http://forbes.com<br /><br />Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.
