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