Lay of the Brand
Welcome to the Lay of the Brand podcast, where we talk with the experts on tech marketing, creative and PR to learn what’s new, what’s working and what’s next.
- Update frequency
- every 48 days
- Average duration
- 27 minutes
- Episodes
- 37
- Years Active
- 2019 - 2025
The secrets of cyber influencer marketing - Part 2
Continuing our two-part series, last time we talked about getting started with influencer marketing and how to find the right influencers for your campaign goals. Now we're uncovering how to measure,…
The secrets of cyber influencer marketing - Part 1
Influencers are having a huge impact on marketing and PR. But if there’s any discipline that runs on trust, it’s cybersecurity. So, working with influencers could create terrific results, but that’s …
Navigating the fractured customer journey w/Pat Barrett, Unison
Today's buyers jump around throughout the decision process, loop in new stakeholders midstream, and often do months of research before ever speaking to sales. So why are so many marketing strategies …
B2G success in a DOGE environment with guest Brian Chidester
In this episode of Lay of the Brand, host Peter Jacobs is joined by Brian Chidester, Head of Global Strategy and Innovation for Public Sector at Adobe and host of The Government Huddle podcast. With …
Cybersecurity marketing — what's working and what's coming next w/Gianna Whitver and Michelle Shafer
Reaching CISOs has never been easy, but with different channels coming to the forefront and a barrage of AI-powered threats (and solutions) to contend with, how to engage that audience is trickier th…
B2B Influencer Marketing with Samsung's Nidhi Mehta
In this episode of Lay of the Brand, host Peter Jacobs talks with Nidhi Mehta, the Social and Influencer Lead at Samsung Electronics America, to unravel how influencer marketing is no longer just for…
B2G Marketing: Creating End of FY24 Impact with Mark Amtower
The end of the federal government's FY gets everyone scrambling to deliver proposals, but marketing still has a lot to do. That's why we asked Mark Amtower, the godfather of federal marketing, for hi…
2024 AI survey report: how to reach B2B AI buyers now
Over 90% of professionals surveyed say their organizations will use AI more frequently this year than last year. AI providers need to learn what their target audiences really think about AI, both go…
B2B Influencer Marketing with Carter Hostelley, LeadTail
Influencers are everywhere, but this trend goes beyond fashion tips and recipe hacks. Influencer marketing is essential for B2B tech marketers and PR pros, too.
Carter Hostelly, CEO of LeadTail, join…
2024 B2B Media Outlook with Sam Whitmore
What's next for the B2B tech media world -- and how should PR pros and marketing leaders prepare for the big changes ahead? Sam Whitmore of Sam Whitmore's Media Survey (mediasurvey.com) joins host Pe…
The 5 Scariest B2G Marketing Mistakes with Matt Donovan, Merritt Group
Marketing to the government is very different from a B2B approach. A lot of government-focused companies have strategies in place to crack this code, and have even engaged marketing and PR agencies t…
Marketing to healthcare CIOs — our 2022 survey results
For healthcare technology marketers, knowing where to focus your efforts and your resources starts with understanding what CIOs really want from you — and what they don’t. What’s the best way to reac…
2023 predictions for marketing and PR with Microsoft and Merritt Group
For tech marketers and PR pros, 2023 could be a wild ride, with an uncertain economy and new possibilities to engage with customers, the media, and influencers. Still, as we've seen in the 25 years s…
Take control of your personal brand
As PR and marketing professionals, we’re consumed by the brand reputation of the clients and organizations we represent, but often fail to build our own personal brand. Carol Blymire, founder and CEO…
B2B marketing in the metaverse
Is the metaverse just the next "next big thing?" Or is it a totally new way of looking at interactivity and engagement? And what can marketers be doing now to make sure they aren’t left behind? Liste…
Launching and Measuring Your B2G ABM Campaign with Aaron Heffron and Kate Tong
In the final episode of our three-part series, we're looking at how to put the data you've gathered and the content you've created to work. What channels do you choose and what should you measure to …
Creating valuable B2G content for ABM with Aaron Heffron and Courtney Hastings
In part two of our three part series on federal account based marketing (ABM), we’re looking at creating powerful messaging and content strategies. How does research inform content, and how can you a…
EdTech: Adapt and evolve your marketing with Laura Sullivan, Presence Learning
With school districts across the country again embracing classroom learning, we're taking a look at how the marketing of educational technology (EdTech) has changed in recent times — and where EdTech…
The value of account-based marketing (ABM) for the federal government with Aaron Heffron, Market Connections
For ABM to succeed in B2G markets, you need research to back up your strategy. On this episode of Lay of the Brand, we talk with Aaron Heffron of government-focused research firm Market Connections t…
Aligning marketing and sales for B2G ABM and DBM
Account-based marketing (ABM) and deal-based marketing (DBM) are hot topics—especially for government-focused tech firms, where raising awareness and building relationships are essential to gaining t…