033 | Creativity and Intelligent Risk in B2B Marketing with Jason Miller | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

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The Episode in 60 Seconds

Is B2B marketing one (or two) generations behind where the B2B buyer truly is? Jason Miller, a brand and content marketing veteran of Marketo, LinkedIn, and more, brings a shot of adrenalin for you and your next meeting.

Creativity in Marketing means:

• Everyone from CMO to specialists must have a willingness to take risks
• The team must possess a deep understanding of the brand -- that’s voice, assets, point of view, and more
• The team must feel a sense of trust from leadership--especially those who are creating content
• Each member must take personal ownership for promoting the brand in quote risky unquote ways. Don’t have the attitude of “we’re just a vanilla product and vanilla company”
• Try mini-experiments and tout the successes along the way
• Bring your energy and passion to the table
• Don’t forget to inject a healthy dose of inspiration through the entire process

Our Guest

Jason Miller launched his career in artist development for Sony Music before entering the wild and wooly world of B2B marketing. He brought his rock and roll sensibilities to Marketo, LinkedIn, and Microsoft before becoming Head of Brand at ActiveCampaign. He is an award-winning content producer and a sought-after public speaker.

Show Notes

Check out Mark's big risk, "The Screamer" at Frontier Ranch.

Learn more about John's biggest risk by reading The History of Golden Spiral.

If you scroll through your linked in feed, how long does it take to find something that breaks through the monotony? — Jason Miller

We talked at length about this imaginary machine that exists at every B2B company, The Sanitizer. Do you have one where you work?

Sometimes, marketing is about a core belief that what you have is worth getting excited about and having the willingness to get excited about it. —John Farkas

Examples of Creative Campaigns

KnowBe4's series of webisodes called, "The Inside Man."

https://www.youtube.com/embed/3BRlXGnnjmk

Dokken and Symantic

https://www.youtube.com/embed/FMXeE1EXJPM

Great Stories of Marketing (LinkedIn)

The inspiration for Marketo's B2B playbook:

Foo Fighters' Backstage Rider

We discussed Jason's former podcast:

Sophisticated Marketers Podcast at LinkedIn

Further episodes of Healthcare Market Matrix

Further podcasts by Golden Spiral, Shaping Technology Marketing

Website of Golden Spiral, Shaping Technology Marketing