B2B Companies Need to Humanize Their Brands

B2B Companies Need to Humanize Their Brands

I spoke with VanillaSoft CMO Darryl Praill about executive visibility and employee advocacy as part of B2B brand building. Here's what we discussed.

In a recent episode of The B2B Mix Show, my co-host and I interviewed Darryl Praill, chief marketing officer of VanillaSoft, a leading sales engagement software.

Darryl shared his insights on why it’s so important for B2B brands to have executive and employee brand advocates. Darryl not only shares his opinions; he’s got some real-world examples of what he’s been doing since becoming CMO of VanillaSoft.

People Trust and Do Business with Other People

Ever wonder why some B2B brands seem to be everywhere? You hear colleagues and industry contacts talking about them. You see local news or trade publications doing stories on them. They are winning awards and have leaders speaking at conferences.

While terrific content marketing and advertising can take a company pretty far, you can take awareness to the next level by putting a face (or faces) to your B2B brand. As the 2019 Edelman Trust Barometer shows, people tend to trust "a person like yourself" before they trust in a "company voice." Darryl has seen this work firsthand.

Why Don't More Executives and Employees Act as Public Champions?

If brand champions and advocacy are so incredible, why aren't more people putting themselves out there? It comes down to fear. "What if I say the wrong thing?" "What if people make rude comments on social?" "What if I look terrible in videos?" You have to be willing to put yourself out there. If you can be vulnerable enough to be your authentic self, you can reach and relate to buyers. However, it's a scary thing to do.

Want to Hear Darryl's Tips?

Want to hear Darryl's tips for grooming others to be advocates, leveraging video and more? Listen to the episode here. Want to read the transcript, no problem. Check out the transcript from this episode on humanizing your B2B brand with executive visibility and employee brand advocates.

The B2B Mix Show on Anchor.FM