804. David vs. Goliath: How A High-Growth Company Is Combining Brand & Demand To Topple Industry Giants

You’re a small brand, but you want to be a big one. To turn into a brand that people recognize, you have to stop separating marketing from the rest of the company. In other words, the firm’s business strategy has to become marketing’s agenda. There are a few other things to do, too. Creating 100% digital content. Building relationships with the right customers. Failing fast and often. In this episode, Casey Foss, CMO at West Monroe Partners, tells her David vs. Goliath story about investing in her company’s brand and demand at B2BSMX 2020.