In the latest episode of Social 3.0, Carol Howley, CMO of Exclaimer, shares her journey from "accidental marketer" to B2B brand strategist. With experience at companies like Skyscanner and Canonical, Carol offers a fresh perspective on building an authentic brand presence in an increasingly crowded market.
Key Takeaways:
Brand Beyond Basics. The modern B2B brand isn't just about logos and websites - it's about creating authentic connections through every customer touchpoint. Carol emphasizes building trust through consistent identity, relevant content, and meaningful community engagement.
The Community-First Approach. Exclaimer's success stems from active participation in targeted communities, including partnerships with organizations like the American Marketing Association and The Marketing Meetup. This strategy focuses on adding value through expertise sharing rather than pure promotional content.
Reviews as Social Proof. Under Carol's leadership, Exclaimer gathered over 1,000 reviews on G2 alone, leveraging email signatures and strategic customer touchpoints an opportunity to gather feedback. This approach recognizes that buyers trust peer reviews more than company-created content.
The Brand/Demand Balance. While investing in brand building, Exclaimer maintains a 60% focus on demand generation through ABM, campaigns, and paid channels. This balanced approach ensures both immediate results and long-term brand equity.
Future-Proofing Strategy. With the rise of zero-click search and AI-generated content, Carol stresses the importance of breakthrough brand strategies that emphasise authentic human voices and personalised experiences to stand out in a sea of sameness.
Carol speaks with such passion and through hard-won experience. I loved the chat, I hope you will too!
Andy
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