[Topline #63] Insights on Brand-Led Growth with Kathleen Booth of Pavilion

Kathleen Booth, SVP of Marketing and Growth at Pavilion, joins Topline to discuss the evolving landscape of brand and demand generation. The conversation starts off by delving into a recent report by TrustRadius and Pavilion, highlighting shifts in buyer behavior and the importance of brand-led growth. They also explore the need for a balanced approach between brand investment and demand generation, sharing insights on how brands can influence both short-term and long-term business outcomes.

Key chapters:

• 03:58 - The Changing Buying Behavior of Customers
• 07:07 - The Importance of Investing in Brand
• 13:20 - The Overlap Between Brand and Demand Generation
• 23:28 - The Need for Long-Term Brand Investments
• 31:07 - Balancing Brand and Demand Generation
• 33:00 - Weirdness from the Finance Team
• 34:29 - The Power of Content in Branding
• 36:51 - The Importance of Brand Investment
• 39:58 - The Impact of Brand Investments on Conversion Rates
• 41:34 - The Relationship Between Brand and Product
• 46:41 - Brand's Role in Demand Generation and Retention
• 49:31 - The Power of Brand in Self-Identity
• 52:22 - Thinking Long-Term in Building a Business
• 55:10 - Introducing the Topline Newsletter
• 58:57 - The Value of Books in Gaining Insights

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