The Changemakers

Protecting your brand voice as you scale: Justin Ballantine, Shaped By

Mon, 01 Jun 2026 13:00:00 +0000

In this episode of The Changemakers, Dave Corlett sits down with Justin Ballantine, Associate Creative Director of Messaging at Shaped By, to discuss a critical inflection point for high-growth B2B tech businesses, and how it affects their verbal communication.

As startups grow into scale-ups, they often dilute (or even lose altogether) one of the things that customers bought into during those early days: their brand voice.

Dave and Justin explore how firms navigating this stage can keep that voice strong and relevant, as they transition from a founder-led brand to a more mature market-driven one.

In the process, they unpack:

Voice versus tone: your voice is who you are, but your tone is how you read the room
The "brand drift" danger: staying alert to the edges of your business where your brand identity usually starts to fray
Principles over guidelines: how "27 pages of rules" kill creativity, and why three guiding principles are all you actually need.
The human connection: how enterprise audiences are still humans who want to feel something powerful when you speak to them

Don’t miss this deep dive into the verbal side of branding, from a true master of the craft.

Follow Justin on LinkedIn.

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Timestamps

00:00 - The scale-up inflection point.

02:45 - The Founder's dilemma: transitioning from personality to brand.

05:39 - Brand voice is just brand strategy given breath.

07:54 - Spotting "Brand Drift" on the edges of your business.

12:00 - Voice vs. Tone: how to flex without losing yourself.

16:45 - "Brand Principles" over "Brand Guidelines"

20:49 - Finding the sweet spot in storytelling.

26:45 - Do you really need to be "buttoned up"?

32:25 - Being the zero when everyone else is an X.

35:57 - One tip for CMOs: evolution, not revolution.

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Build your own brand, not someone else's : Alex Waite, Shaped By

Wed, 13 May 2026 08:00:00 +0000

In this episode of The Changemakers, Dave Corlett is joined by Alex Waite, Strategy Director at Shaped By, to tackle a common hurdle in the B2B tech world: the "imitation trap".

As startups achieve product-market fit and move into scale-up territory, this inflection point often necessitates a brand evolution to power their next phase of growth. But the pressure to “grow up” at this point often leads founders and leaders to mimic how successful brands have done this, rather than digging into their own authentic truth to find the real story.

Dave and Alex unpack:

The surface level trap: why looking at other brands’ identities is reductive and ignores the thousands of internal decisions that actually build a brand
The attribution danger: how imitating established brands is more likely to confuse people than lead to success
The rise of agentic buyers: why AI and LLMs make brand clarity more vital than ever
The Ferrari factor: moving beyond cold specs to build emotional bias and become the human choice in a world of automation.

If you’re a startup marketing leader or founder feeling the pressure to do what others are doing, this conversation is your permission to stop looking afar and start looking within.

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Timestamps

01:12 – the "imitation" challenge: why clients often want to copy successful brands.
03:03 – why it’s natural (but dangerous) for scale-ups to look for external reference points.
05:15 – the Wizz example: you only see the "outer layers" of a brand’s success.
06:12 – the danger of defaulting to category norms and boxing yourself in.
07:49 – attribution risk: why mimicking a bigger brand helps them, not you.
09:42 – chasing moving targets: you don’t know what your competitors are fixing internally.
15:03 – the "AI Native" myth and the pressure of moving too fast.
17:50 – why clarity is the ultimate defense against the rise of agentic (AI) buyers.
22:49 – real talk: can you ever be truly original in a world of "remixes"?
39:58 – advice for CMOs: how to handle a founder who wants to copy another brand.

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Evolving a beloved brand without breaking trust: Myra El-Bayoumi, Redis

Wed, 22 Apr 2026 13:00:00 +0000

When Myra El-Bayoumi joined Redis as VP Brand and Corporate Marketing, she was handed two pretty major challenges: modernise the brand, and build a world-class internal agency from scratch. Oh, and do it all in six months.

On this episode of The Changemakers, Dave sits down with Myra to unpack how she evolved one of tech's most beloved brands without alienating its developer audience.

Myra walks through the brief she inherited in September 2023: refresh a brand with serious heritage, build a quality internal agency, and do it all before a licensing change landed. She shares the research approach that kept developers at the table, the origins of Redis's striking new identity, and the CEO-level trust that made bold, fast decisions possible.

A must-listen for any marketers and brand-builders out there tasked with modernising heritage-rich brands. Whether you’re driving a complex transformation or navigating high-stakes stakeholder management, Myra’s take on "direction, not directive" leadership offers a masterclass in moving fast without breaking the soul of your brand.

Timestamps

00:21 - Myra’s path from agency to in-house
2:33 - Joining Redis: why the people you work for matter most
03:59 - What Redis does in the real-time data era
04:46 - Modernizing the brand and building an internal agency
07:15 - Evolution vs. revolution: determining what to keep and what to kill
09:34 - Using research to guide high-stakes brand decisions
11:57 - How to rebrand a tech giant in just six months.
15:48 - The "Direction, Not Directive" Rule: navigating CEO and founder feedback
25:50 - Code is like a poem: the origin story of the Redis visual identity
34:36 - The Baukunst Collective: exploring the intersection of design and VC

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Five Years of Shaped By: Nick Farrar, Shaped By

Thu, 09 Apr 2026 13:00:00 +0000

Five years ago, we did something that felt a little like a risky move and a lot like a revolution. We moved away from our 16-year-old identity as "Workbrands" to become Shaped By, an independent B2B creative agency for the tech world.

In this very special episode of The Changemakers, Dave Corlett sits down with our Founder and CEO, Nick Farrar, to reflect on the half-decade journey of bringing bold creativity and brand momentum to the B2B tech market. Nick pulls back the curtain on why he decided to go all in on a new brand, a new geography, and a new strategy during a global lockdown.

We’re unpacking:

The rebrand reality: Why finding a name was harder than expected and the "lightbulb moment" that led to Shaped By.
The US market slog: How we built a reputation in the US without a physical office in the country by focusing on "Human-First" relationships.
Values over ego: Why culture and values are entwined and how we protect our "people-first" mentality as we grow.
The AI inflection point: Why we aren’t an AI-first agency, but rather use it to augment human creativity to help our clients differentiate.

Whether you're an agency founder struggling with your positioning, or a B2B leader curious about the agencies operating in your world, this episode is a masterclass in staying curious, being bold, taking risks and resisting the path well-trodden.

Timestamps

00:00 - The 16-year-old startup: why it was time to evolve Workbrands.
05:26 - The name-search struggle and finding the "Shaped By" identity.
10:19 - Handling the "wobble": investing in sales and marketing when it felt like a luxury.
14:27 - Why effective B2B new business is about nurturing, not quick fixes.
17:01 - Building a "People-First" culture as a sole director.
24:05 - Winning the US: why a physical office isn’t necessary, but being present is.
31:00 - Selling talent, not software: the motivation behind the metrics.
34:07 - The AI "Human Sandwich": using tech to augment, not replace, creativity.
42:12 - Growth pains and the secret to success: letting the "applause" follow great work.
47:43 - The next five years: becoming the employer of choice in B2B.

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Growing a scale-up brand through iteration and experimentation: Aviv Canaani, Datarails

Mon, 09 Mar 2026 11:00:00 +0000

We’re back! After a little hiatus between new guest episodes, we return in style as Dave sits down with Aviv Canaani, Chief Revenue Officer at Datarails, to discuss his firm belief that there is no real way to grow a B2B company without building a brand - especially not today.

Aviv shares his unique journey from marketing leader to Chief Revenue Officer, and how he transformed a traditional outbound sales machine into a high-growth inbound powerhouse through a constant process of experimentation, risk-taking, learning and iterating. Along the way, he and Dave dismantle the myth (prevalent amongst many scaleup marketers) that brand is just "fluffy" creative work.

We also dive into:

The CRO’s case for brand: Why revenue leaders should obsess over brand as the ultimate "revenue tomorrow" engine.
The outbound/inbound shift: How Datarails moved from 90% outbound to 90% inbound through intentional brand-building and community.
Balancing short-term & long-term: Managing separate growth and brand teams to hit this quarter’s targets while fueling future demand.
B2B doesn't mean boring: How memes, a niche podcast, and sponsoring the Microsoft Excel World Cup drove massive engagement in the typically corporate finance space.

If you’re a marketing leader looking to learn more about brand-building’s impact on revenue growth, or moving beyond over-reliance on short-term outbound activity, this masterclass in modern B2B growth is for you.

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Timestamps :

01:57 - The DataRails story: Flipping the script from outbound to inbound.
03:41 - Removing friction: How brand makes the sales call easier.
06:21 - The inflection point: Why DataRails triggered a rebrand early.
07:45 - Memes & CFOs: Proving that "boring" industries can be fun.
10:26 - The 1% Rule: Breaking through the 99% of B2B noise.
11:50 - Revenue today vs. revenue tomorrow: The CRO’s perspective on brand.
13:28 - Structuring for success: separating growth and brand teams.
15:30 - Measuring soft metrics: Why engagement matters more than vanity views.
20:53 - The CEO relationship: Speaking the language of the C-Suite.

Aviv's LinkedIn Profile

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A cybersecurity giant going back to the future : Maria McLaughin, Abnormal AI

Tue, 27 Jan 2026 16:00:00 +0000

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Wei Kee (Client Services Director at Shaped By) sat down with Maria McLaughlin (Senior Director, Global Brand and Creative at Abnormal AI) and Tom Ovens (Creative Director at Shaped By) to explore how they successfully navigated a full-scale rename and rebrand, and unpack:

How a partnership based on chemistry and mutual respect delivered an extraordinary outcome.
The criticality of getting key internal stakeholders, including the CEO, fully committed to a pivotal project.
How to manage and deliver meaningful work under "audaciously ambitious" and brutal time scales.
The tangible business success of the rebrand, including Abnormal AI's best financial quarter ever post-launch.

This is an essential conversation if you're looking to understand how to drive ambitious change and prove the commercial value of a bold brand identity.

🎧 Listen now

2. Timestamps

01:21 - The evolution of the client-agency partnership.
02:55 - Why chemistry is one of the key pillars of a successful partnership.
04:19 - Stakeholder engagement: The importance of having the final decision-maker in the room.
07:55 - Building trust and rapport with the CEO.
10:48 - Geeking out: How commonality in thinking helped the connection.
13:35 - The power of positive inter- and intra-team dynamics.
14:58 - Navigating "brutal" and rigid time scales collaboratively.
17:08 - The rewarding outcomes: a durable brand and the best financial quarter ever.
19:30 - The internal and external market reception to the new identity.
24:18 - Advice for achieving extraordinary results with a creative agency.
25:54 - What's next? Up-leveling the work and having fun in 2026.
30:35 - Closing remarks: Success comes from surrounding yourself with good teams.

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Yin needs Yang - Your visual and verbal brands in powerful harmony : Simon Tandy and Justin Ballantine, Shaped By

Tue, 20 Jan 2026 11:00:00 +0000

In this episode of The Changemakers, recorded as part of our Bring Your Own Bold series, Simon, Design Director, and Justin, Associate Creative Director of Messaging, discuss the importance of visual and verbal branding working together. Two complementary forces essential for a brand’s harmony, balance, and effectiveness.

They look at the whole from their two professional perspectives. That essential balance and interplay between visual identity and verbal identity. They explore how powerful brands use design, logos, and visuals in perfect harmony with their voice, tone, messaging, and storytelling.

Because harmonious, balanced brands better connect with their audiences to win hearts and minds, trust and loyalty.

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Timestamps:

02:45 – The Yin and Yang analogy: why visual and verbal identity are inseparable forces.

04:30 – Beyond the box: creating agile visual systems that evolve with culture.

06:40 – More than a logo: how brand systems should cover every touchpoint.

08:30 – The "Feeling" piece: why humans are feeling creatures who think.

10:30 – Verbal branding: giving life and breath to brand strategy through language.

12:30 – The organising thought: using a succinct brand story to kick off ideation.

15:40 – Case study (Shaped By): why we use "Shapelings" and "Studios" to stay human.

20:00 – Point of view: standing for (and against) something to avoid being "wallpaper".

23:10 – Bold examples: how Monzo changed banking with a single color and no photography.

31:00 – Deep dive: positioning Censys as the "map of the internet".

40:19 – Closing thoughts: why bold brands should be more “Yoda".

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The art of unplugging - Practising creativity without permission : Li-Anne Dias, Brex

Tue, 13 Jan 2026 09:00:00 +0000

In this episode of The Changemakers, recorded as part of our Bring Your Own Bold series, Dave Corlett sits down with Li-Anne Dias, Executive Creative Director at Brex, to explore the vital practice of "creativity without permission".

They discuss:

Utility vs. creativity: why designers must break free from the "mandate of utility" to rediscover their creative instincts.
The power of physical constraints: how forcing a "one-mile distance" from your laptop can spark the muscle memory of true art.
Building a cinematic universe: why viewing your work as a holistic body of output, rather than a collection of corporate briefs, changes your perspective.
Subversive inspiration: how finding beauty in old matchboxes and cartoons can sharpen your instincts for high-stakes tech design.

Whether you’re an in-house creative feeling the burnout or a leader looking to inspire your team, this conversation is a masterclass in reclaiming your creative soul. Don't let your "professional self" swallow your "creative self."

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Timestamps:

01:43 - What is "creativity without permission"?

02:22 - The trap of utility and the fundamentals of design.

03:35 - Operating within business constraints vs. creating for yourself.

04:29 - Li-Anne’s personal rituals: Sharpies, sketchbooks, and Berkeley trees.

05:55 - The discipline of the "forcing function" to stay off screens.

08:28 - How outside art translates into sharper instincts at Brex and Handshake.

10:31 - Finding influence in matchboxes and subversive cartoons.

13:00 - Your "Cinematic Universe": Looking at the whole body of work.

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The art of unplugging - honing your analog intelligence : Everett Katigbak, Works by Everett

Tue, 06 Jan 2026 10:00:00 +0000

In this episode of The Changemakers, recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sits down with Everett Katigbak, founder of Work by Everett, to explore the vital balance between digital innovation and human craft.

Everett, a creative leader who has shaped brands at Facebook, Stripe, and Anthropic, unpacks the concept of "Analog Intelligence", the "other AI" that keeps our work grounded, tactile, and deeply human.

Together they explore:

The Facebook analog research lab: How a "punk rock" print studio in the heart of Silicon Valley became the epicenter of a global company’s culture.
The "Mark of the Maker": Why showing the humanity and even the "mistakes" in our work creates a deeper connection with the audience than perfect digital output.
Designing for AI with a human touch: Behind the scenes of building the Claude brand identity at Anthropic and why physical craft matters even for 100% digital products.
The founder’s disconnect: Why innovative startups often default to safe, "category-standard" stories and how to reclaim your original narrative.
Thinking with your hands: Why reconnecting with physical tools is a non-negotiable meditative practice for the modern designer.

This is a provocative conversation for any creative leader or founder looking to resist the "cognitive offload" of technology and embrace their authentic, inner bold.

Listen now 🎧

Timestamps
01:03 - The Silicon Valley "Lone Designers": Founding the Facebook analog research lab.

03:35 - Building a dialogue: How physical space and "wheat pasting" transformed corporate culture.

06:08 - The genesis of Stripe Press: Why a digital giant chose to publish physical books.

08:03 - Appropriateness in Design: Anthropic (Claude) needed a human-centric identity.

10:00 - Crafting Claude: using 35mm film, cut paper, and human illustrators in an AI world.

12:00 - The "Curse of the Marketing Mindset": why brands converge and how to stay distinct.

14:22 - Striking a chord: why you should be "close to being fired" (in a good way) to make an impact.

16:12 - Work by Everett: Teasing out the unique founding stories that companies often gloss over.

20:40 - The pressure of the pivot: why founders get scared of being too "maverick."

23:41 - Following intuition: Everett joined Facebook and Anthropic before they were "cool." 27:22 - Reconnecting with the ‘muscle’: creativity is a verb and a process, not just an output.

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Scaling a truly bold brand identity: Scott Smith, Intercom

Thu, 18 Dec 2025 13:00:00 +0000

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sits down with Scott Smith, Creative Director at Intercom, to dive deep into a critical question for B2B scale-ups: How do you build and scale a brand identity that’s truly bold?

Scott, a champion of exceptional creative vision, unpacks the secrets behind Intercom's award-winning identity.

Together they unpack:

How the Creative Studio operates as an in-house agency, starting every project by asking: How can we execute this in the most exceptional creative way possible?
The system for scaling a complex brand identity across all touchpoints, using the "brand matrix" to push the boundaries creatively while still ensuring a through-line.
The importance of leading by example in a creative studio and how Scott fosters a culture of high engagement and serious, fun work.
How Intercom’s C-suite acts as a creative partner, riffing with the team to shape a vision where the final creative work is often stronger than the initial idea.

This conversation is full of tips for any marketing or creative leader ready to embrace a philosophy of constant change and craft a sophisticated brand that stands out from the crowd.

Listen now 🎧

Timestamps

02:03: Brand is a galaxy, the antithesis of a brand-in-a-box.

03:36: Brand idea: Customer service changes everything. Change is key.

05:25: How to execute in the most exceptional creative way possible.

06:38: The "super bloom" creative concept for the Pioneer event.

12:28: Scaling the complex brand using the strategic "Brand Matrix."

12:56: Ace the Basics: The fallback brand skeleton when moving fast.

17:15: The best job part: Team creative is stronger than initial vision.

21:30: Creative leadership tenants: Early is on time, lead by example.

23:13: Creative team is the example for company operations, not the exception.

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Putting human emotion at the heart of B2B: Alex Walters, Papaya Global

Thu, 11 Dec 2025 09:00:00 +0000

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett, Business Director at Shaped By sits down with Alex Walters from Papaya Global to tackle the "super meaty topic" of humanising B2B brands. Together they unpack:

Why Alex believes 90% of the B2B world is failing to crack the human element, defaulting to "grey" because of a primal fear of people not liking their tone.
The insidious "herd mentality" that causes B2B brands to blend and converge around safe, jargon-filled design and copy.
The biggest internal challenge of brand building: winning hearts and minds by getting people to view their brand from the perspective of an outsider.
The strategic reason for B2B FinTech to invest in a Super Bowl ad—and how they created a secondary content layer that generated 250 pieces of Tier 1 media coverage.

This is a very insightful conversation for any marketing or creative leader who is ready to make a difference with their brand.

🎧 Listen now

Timestamps:

00:34 - The primal fear and why 90% of the industry defaults to 'grey.'

03:17 - The herd mentality and B2B brands blending in.

05:19 - Papaya Global's story: How they became a globally recognised brand.

06:41 - Owning the narrative: Why the tagline is "How the world gets paid."

07:25 - The biggest internal battle: Winning hearts and minds inside the business.

08:35 - The "Air" thought exercise: Helping people see the brand as an outsider.

09:59 - The sliding scale of humanity: Humour fades closer to the customer.

11:41 - The strategic reason for a Super Bowl ad (and why a B2B FinTech did it).

13:41 - The PR angle: Generating 250 pieces of coverage because the ad became the story.

16:32 - The viral AI activation: Allowing users to put their face in the ad.

18:24 - Balancing emotional connection with rational confidence for multi-million dollar decisions.

21:48 - Alex's first pure B2B SaaS role: The challenges of scale, speed, and complexity.

23:14 - The job of a creative: Understanding the product at a deep level to communicate its value.

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Navigating the enterprise AI battleground : Joseph Steele, Celonis

Thu, 04 Dec 2025 14:00:00 +0000

In this episode of The Changemakers, Dave Corlett, Business Director at Shaped By, sits down with Joseph Steele, Lead Brand Strategist at Celonis, to dive deep into brand, technology, and "anarchistic accelerationism".

How does a company like Celonis, which was already pioneering AI technology long before it went mainstream, adapt its brand positioning without getting lost in the "now with AI" enterprise noise?

As well as tackling that thorny question, Dave and Joseph go deep into what makes Joseph so positive about the world of AI, why he thinks it's a great leveller of technology, and how internal creative teams can carve out space for their own 'Manhattan project'.

Joseph also shares a surprisingly profound naval history analogy to show where we are in the current evolution of AI.

This episode is a compelling, original conversation for anyone in the enterprise technology space looking to balance deep-seated brand consistency with rapid technological change.

🎧 Listen now

Timestamps

00:00 - Meet Joseph: Intro to Joseph Steele, Lead Brand Strategist at Celonis.

01:22 - From Midlands to Munich: Joseph’s journey from Burton on Trent to the German tech scene.

02:25 - Start with Why: How art school taught him to question everything (and apply it to business).

04:19 - Celonis in a Nutshell: Unlocking the value trapped in enterprise processes.

07:25 - The Optimist's Edge: Why Joseph is an "anarchistic accelerationist" on AI.

09:16 - Revolutionary Learning: How tools like ChatGPT are a "good leveler" of expertise.

12:14 - Allergic to Governance: Why AI is a chance to pursue a flatter, more democratic system.

15:58 - Surviving the Hype Wave: Celonis's strategy to talk about AI without becoming "Celonis.ai".

19:15 - The Punk Aesthetic: Why a $13 billion B2B company needs a gritty, unique visual identity.

24:57 - Dare to be Different: The Celonis ethos: be 10x better or completely different.

25:38 - Skepticism & Trust: Why a change-maker customer base trusts AI, despite failed pilot reports.

28:23 - Legal Blockers: Why internal processes—not technology—are killing creative AI adoption.

30:37 - The Manhattan Project: Why every creative team needs a secure space to mess around with AI.

34:17 - Embracing Inevitability: Why trying to stop AI image-making is absurd.

36:43 - The Dreadnought Analogy: Naval history explains exactly where we are in the AI revolution.

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Why creative leaders need a seat at the board table : Adam Morgan, VP Brand, Twilio

Thu, 27 Nov 2025 15:00:00 +0000

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, Dave Corlett sat down with Adam Morgan to explore why it’s important to have creatives at the board table and unpack:

Why the experience era demands right-brain thinkers in leadership.
The difference between a growth marketing and a brand marketing mindset in a downturn.
The 'glass ceiling' for creatives and why many creatives "shoot themselves in the foot" by not learning business strategy.
How the "design-led movement" opened the door for Chief Design Officers—but why that's not enough.

Don't miss this one. It's a non-negotiable conversation if you're looking to elevate your creative impact and make the case for creative leadership in your business.

🎧 Listen now

Timestamps

00:00 - Introduction: Meet Adam Morgan and the case for creative leadership.
01:02 - Why the Experience Era demands creative leaders on the board.
01:43 - Why creative people are best poised to understand customers and emotional connections.
05:42 - The counter argument: Why most companies don't take this approach.
06:11 - The CMO challenge: Performance marketing focus vs. creative understanding.
08:35 - The 'glass ceiling' and why creatives aren't stepping up to C-level roles.
11:56 - Is creativity seen as 'fluffy'? The cultural problem of 'squeeze, squeeze, squeeze' operational efficiency.
13:58 - Design vs. Creativity: The impact of the design-led movement.
15:48 - The Chief Experience Officer: Why they are the master problem solvers.
17:43 - Building the creative leadership movement: The importance of seeing yourself up there.
21:25 - The search for B2B companies with a Chief Creative or Experience Officer.
23:17 - Closing remarks: Start the movement!

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Why B2B buyers aren't as rational as they think: Richard Shotton, Author of The Choice Factory

Fri, 21 Nov 2025 13:00:00 +0000

In this episode of The Changemakers, which was recorded as part of our virtual summit Bring Your Own Bold, we dive deep into the forces that truly drive customer decisions with Richard Shotton, author of the influential book The Choice Factory.

Richard's work is celebrated for taking the academic, jargon-filled world of behavioral science and making it usable and applicable for marketers. We wanted to get him on to bust the myth that these principles are purely a consumer thing. Spoiler: They're not. B2B professionals are just as influenced by biases as B2C customers.

We go beyond surface-level concepts like social proof and scarcity to unpack the EAST framework—a simple, powerful structure (Easy, Attractive, Social, Timely) for applying behavioral science daily.

Richard shares incredible real-world examples that challenge what you think you know about your customer journey.

This episode is packed with practical, costless principles you can apply to stack the odds in your favour and drive behavior change.

🎧 Listen now

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Elevating your team from order-takers to strategic partners : Phil Lewis, Phil Lewis Associates

Mon, 17 Nov 2025 10:00:00 +0000

Too often, creative and marketing teams are seen as executors instead of innovators. This conversation between Phil Lewis (Consultant & Speaker) and Dave Corlett (Business Director at Shaped By), which was recorded as part of our virtual summit Bring Your Own Bold, offers practical tips to shift that dynamic by removing internal barriers that block progress, cloud clarity, and weaken conviction. Learn how to position your team as a trusted, strategic force that drives impact, influences decision-making, and earns a seat at the table.

🎧 Listen now

Timestamps:

00:00 – Introduction: Moving teams from order-takers to strategic partners.

03:10 – Why internal dynamics shape external perception.

04:40 – The Five Steps to Team Vitality framework.

06:00 – Breaking down comprehension, confidence, and engagement.

08:30 – Common team pitfalls and the bias for action.

11:00 – Measuring progress and maintaining team health.

14:00 – Endurance and the emotional labor of leadership.

16:40 – Collaboration as the heart of strategic partnership.

18:40 – Healthy conflict: Why disagreement fuels innovation.

23:00 – The Regeneration Equation: Context, communication, conflict.

24:50 – The power of uncomfortable conversations.

27:00 – Understanding context to amplify collaboration.

31:30 – Scaling collaboration across departments.

34:20 – Case study: 800% improvement through honest dialogue.

38:00 – How long real transformation takes.

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Byte-Size: Dave & Nick talk Shaped by AI

Tue, 28 Oct 2025 17:00:00 +0000

How do you embrace the AI revolution without losing the human touch?

Shaped By CEO and Founder Nick Farrar and Business Director Dave Corlett dive into our deliberate and "people-first" journey with artificial intelligence. They share insights from their own AI Manifesto and discuss how AI is being used to improve everything from client research to internal processes.

In this episode, you'll discover:

How to boost efficiency and accuracy with tools like Gemini and Fireflies.
The critical role of a human-led approach in navigating this new landscape.
Why the future of creativity is about augmenting human imagination, not replacing it.
Lessons from the past, from the dot-com boom to the present-day AI shift.

Timestamps:

00:00 – Dave introduces the episode and welcomes Nick Farrah, CEO & Founder of Shaped By, to discuss AI progress at the agency.
02:00 – Nick reflects on where Shaped By is on its AI journey and compares it to the digital revolution.
05:00 – Nick outlines Shaped By’s AI Manifesto and the creation of the AI Leadership Team.
09:00 – Dave explains how the agency is improving efficiency with AI tools like Fireflies and Gemini.
12:00 – Nick discusses AI’s role in refining team structures and the importance of human oversight.
16:00 – Nick critiques low-effort AI content and shares how Shaped By uses AI to enhance creativity and quality.
21:00 – Dave and Nick close by exploring collaboration with clients, the “mindful journey” of AI adoption, and the enduring power of human creativity.

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How emotive storytelling unlocks permission to sell : David Moulton, Palo Alto Networks

Thu, 23 Oct 2025 10:00:00 +0000

In this episode of the Changemakers, Dave sits down with David Moulton, Senior Director, Content Marketing & Thought Leadership at Palo Alto Networks, to explore the art and the impact of storytelling in B2B marketing and cybersecurity.

David shares why emotive storytelling is often overlooked in B2B, how it can cut through complexity, and why it’s the ultimate driver of trust, attention, and decision-making. From translating technical topics into human stories to building authentic brand narratives, this conversation dives deep into how emotion and creativity can transform even the most tech-heavy, data-driven industries.

If you’re interested in elevating your brand’s storytelling, or simply love hearing about how the best are doing it, then this episode is a must-listen.

🎧 Listen now to hear how storytelling can turn information into inspiration, and customers into believers.

Timestamps

00:00 – Introduction

05:30 – How storytelling connects every stage of David’s work.

07:40 – Inside Palo Alto Networks: Leading thought leadership across key divisions.

10:20 – Rational messaging vs. human connection.

13:00 – The human behind the buyer.

16:00 – Rethinking the buyer journey with trust and confidence.

19:20 – Storytelling in cybersecurity: turning fear into empowerment.

21:40 – Balancing creativity and credibility in leadership.

25:00 – Collaboration and creative flow.

30:30 – Scaling storytelling: Sharing ideas across global teams.

33:40 – Lessons from Apple: Human-centered product storytelling.

36:30 – Favorite brand examples: Slack, IBM, and Salesforce.

38:40 – When story overshadows product: Keeping emotion authentic.

41:10 – Emotion unlocks trust: Storytelling that earns belief.

43:40 – Closing reflections: The future of storytelling in B2B.

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Byte-Size: Dave & Alex on what’s new at Bring Your Own Bold ‘25

Mon, 13 Oct 2025 13:00:00 +0000

In this bite-sized episode of the Changemakers Podcast, Dave Corlett and Alex Waite lift the lid on what’s coming up at Bring Your Own Bold 2025 — the virtual event for bold brand and marketing leaders in B2B tech.

They reveal this year’s new 3-day format, fresh content drops, and their personal picks from the upcoming sessions — from building emotional brand connections to measuring brand impact and scaling design systems.

Whether you’ve joined before or this is your first BYOB, this episode will get you fired up for what’s to come.

Timestamps:
00:00 – Intro & what is Bring Your Own Bold?
02:35 – What’s new for 2025
05:45 – Alex’s top session: Brand data vs. intuition
08:40 – Dave’s top session: Brand + Product alignment
13:10 – Scott Smith (Intercom) on scalable identity
14:10 – Human emotion in B2B: Alex Walters (Papaya Global)
18:40 – Richard Shotton on buyer behaviour & decision-making
20:50 – The Art of Unplugging – creative wellbeing
26:30 – How to register + final thoughts

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Measuring B2B Brand Performance: Emelia Rallapalli, Pebble

Tue, 02 Sep 2025 09:00:00 +0000

In the Changemakers, we try to cover the broad subject of creativity in B2B from as many angles as possible, and we’ve covered quite a few so far. But one thing we haven't dived into too much until today is the brand measurement and tracking side of things.

Emelia is the Founder of Pebble Strategy and has a wealth of experience in all things B2B brand planning, market research and particularly brand tracking. We chat to her about some of the do's and don'ts in this area. We discuss things businesses in their early stages or niche businesses should be aware of, especially those who struggle to measure the impact of their brand in their market. So we talk about different tactics and approaches to brand tracking that can help businesses perform better.

Towards the end, our strategy director, Alex Waite, shares his perspective on how to take all that amazing brand tracking data and turn it into something tangible and actionable to drive your business forward.

Don’t miss out, this is a really good episode, full of insightful nuggets!

Timestamps:

00:00 - Introduction: Meet Emelia Rallapalli, brand measurement expert.

05:10 - Why B2B leaders should think of brand as behaviour.

11:15 - The importance of brand tracking for marketers.

15:40 - Key brand metrics to track: Awareness, consideration, preference, and usage.

19:00 - The value of qualitative customer research for emerging companies.

25:00 - Making the case for brand building to leadership: Share of voice vs. share of market.

29:00 - Educating CEOs and CFOs about marketing science.

37:25 - The power of creativity in B2B.

42:00 - Dave and Alex intro

43:00 - How to use brand tracking to see if your strategy is working.

50:45 - Category entry points and brand tracking.

56:45 - Closing remarks and a preview of BYOB, Shaped By's virtual summit.

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Byte-Size: Alex & Justin on brand voice in an AI world

Wed, 06 Aug 2025 15:00:00 +0000

Here's another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different.

In this one, Alex Waite (Strategy Director) sits down with Justin Ballantine (Associate Creative Director, Messaging) to talk brand voice in an AI-saturated world.

They cover where AI helps and where it falls short. Why human nuance still matters. And how brands can keep their voice distinct when everyone’s automating everything.

They don’t pretend to have all the answers, but it’s an honest take on the tension between speed, scale and soul.

Timestamps:
00:00 – Intro
00:47 – What AI’s good at (and what it’s not)
01:28 – Welcome JB
02:52 – What is brand voice, anyway?
05:49 – How AI is shifting the game
09:01 – The risks of removing the human
12:13 – Where this might be heading
15:05 – Why authenticity isn’t optional
16:09 – Audience > output
16:20 – Emotion, intent, and context
16:56 – A quiet comeback for long-form?
18:09 – Storytelling and the limits of machines
20:31 – Why your brand still needs you
21:48 – Keeping creativity alive
25:49 – Dodging the content fatigue trap
26:53 – Wrapping up: trust, tone, and the human edge

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Mastering B2B messaging magic: Chris Silvestri, Conversion Alchemy

Wed, 23 Jul 2025 14:00:00 +0000

Our guest on this episode of The Changemakers is Chris Silvestri, also known as The Conversion Alchemist.

With a background as a software engineer in industrial automation, Chris made a sharp turn into digital marketing, bringing a unique perspective to his work as a SaaS message-market fit specialist and conversion copywriter for B2B SaaS brands like Moz since 2016.

Chris explains to Dave why Series A to C companies often struggle to differentiate their messaging and get lost in the crowd, detailing how his work helps them stand out by making their value impossible to ignore. He clarifies the crucial distinctions between positioning, messaging, and copy, highlighting the common pitfalls of skipping vital research and strategy steps.

Dave and Chris discuss the typical mistakes B2B tech companies make in their messaging, such as lacking a unique point of view, failing to address different personas within the decision-making unit, and leading with "what you are" instead of "what people need,".

Finally, Chris discusses the transformative impact of AI tools on his approach, from research to copy generation and even synthetic user testing.

Timestamps:

00:00 Introduction to the Change Makers Podcast

00:58 Introducing Chris Silvestri and Conversion Alchemy

01:32 Diving into Messaging Strategies

07:33 Challenges and Mistakes in B2B Messaging

10:28 Effective Messaging and Copywriting

18:21 Companies Excelling in Messaging

22:24 Building a Brand Through Messaging

23:20 Research Framework for Messaging Strategy

24:01 Gathering and Analyzing Data

25:18 Understanding User Experience and Qualitative Data

31:21 Evaluating and Testing Messaging Effectiveness

33:03 The Role of AI in Messaging Strategy

40:37 Conclusion and Final Thoughts

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Making in-house a home: David Wall, Tines

Fri, 04 Jul 2025 09:00:00 +0000

In this episode of The Changemakers, Dave is joined by David Wall, Creative Director at Tines and President of the Institute of Designers in Ireland.

David shares his unique career trajectory, moving from agency and independent studio practice to leading in-house brand design for a fast-growing tech company. He delves into the parallels between running a boutique studio and his current role at Tines, emphasising the ownership and learning opportunities inherent in both.

David also discusses what drew him to Tines – a workflow automation and AI orchestration platform – and how their brand messaging stands apart in the cybersecurity space by focusing on the positive outcomes of automation. We explore Tines' culture of empowering designers with significant autonomy, where collaboration means seeking meaningful input rather than permission, and how this fosters rapid progress and innovation. David also sheds light on the seamless integration between brand and product design at Tines, highlighting shared goals for design quality and the benefits of close proximity to product development. He underscores how design's value is deeply ingrained in Tines' leadership, evident from their earliest hires.

For agency creatives considering an in-house role, David offers practical advice on assessing organisational structure and ensuring design has a strong voice. Finally, he shares insights into his impactful work with the Institute of Designers in Ireland (IDI), where he champions design advocacy and policy.

Timestamps:

00:00 Introduction to the Podcast

00:53 Guest Introduction: David Wall from Tines

01:12 Meeting at RSA Conference

01:42 David's Transition from Agency to In-House

02:06 Brand and Product Design Collaboration

06:06 David's Role and Responsibilities at Tines

12:25 The Importance of Autonomy in Design

19:11 Leadership and Design Culture at Tines

32:18 Advice for Designers Moving In-House

41:36 Involvement with the Institute of Designers in Ireland (IDI)

44:16 Conclusion and Final Thoughts

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The inseparable link between brand and product design: Rachel Gogel, Creative Executive Consultant

Mon, 16 Jun 2025 08:00:00 +0000

In this episode of The Changemakers, Dave chats with Rachel Gogel, a seasoned creative executive consultant. Having built brands at titans like The New York Times, Meta, and Airbnb, Rachel knows a thing or two about transforming brand from a 'nice-to-have' into a vital business engine, and dives into her diverse career journey, from her graphic design roots to her current role as a fractional design leader and educator.

For creative leaders, Rachel offers invaluable advice on getting brand taken seriously. She champions speaking the language of business, focusing on metrics like user retention and conversion rates rather than just aesthetics. And she passionately champions in-product brand experiences, explaining how a strong brand isn't just about aesthetics, but about creating seamless, intuitive interactions within the product itself.

Drawing on her experiences, Rachel shares how to speak the language of executives, connecting brand initiatives to tangible outcomes like user retention, conversion rates, and lifetime value. She also shares the story behind her recent SXSW London panel, "Crafting Magic: The Art of Product", featuring fellow design leaders from Dropbox, Slack and Anthropic.

The conversation also explores the unique brand approach at Airbnb, where design and brand are valued from the very top. Rachel explains how to scale brand across diverse organisations, stressing that strong relationships and clear roles trump rigid org charts. She tackles the tricky balance of maintaining consistency while allowing teams to move fast.

Finally, we get into practical tips for leaders navigating competing priorities, including internal education, piloting ideas, and the power of user research in validating branded moments. Ultimately, Rachel advocates a powerful mindset shift: moving beyond brand as decoration to brand as experience, recognising that product and brand are inseparable in the user's mind.

Timestamps:

00:00 Introduction and Welcome Rachel Gogel
01:52 Rachel's Diverse Career Journey and Fractional Leadership
06:50 SXSW London Panel: In-Product Brand Experiences
10:30 Advocating for Brand with Executive Teams
13:14 Brand as a Business Critical Function: Lessons from NYT & Meta
20:00 The Airbnb Approach to Brand and Design
26:22 Scaling Brand Across Organisations and Best Practices
34:10 Essential Qualities for Creative Leaders
44:30 Beyond Decoration: Brand as Experience

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Rethinking how brands show up through thought leadership: Melissa Rosenthal, Outlever

Thu, 01 May 2025 11:00:00 +0000

In this episode of The Changemakers, Dave welcomes back Melissa Rosenthal - marketer, media veteran, and now co-founder of Outlever - for a conversation that unpacks how companies can truly own their voice through thought leadership.

With experience leading creative at ClickUp, along with shaping the rise of media brands like BuzzFeed and Cheddar, Melissa brings a unique perspective on why traditional media models are no longer enough - and what brands should be doing instead.

She shares the story behind founding Outlever, a platform helping B2B companies transform into modern media hubs by amplifying subject matter experts, customers, and partners - not just executives. This isn’t about vanity publishing. It’s about scale, speed, and relevance. Melissa explains how AI-powered media listening, layered with editorial expertise, can surface the right angles, elevate authentic perspectives, and unlock a new kind of brand-building: one rooted in trust, timeliness, and community insight.

If your brand’s thought leadership strategy starts and ends with LinkedIn posts or recycled threat reports, this conversation is the wake-up call you need. Melissa dives into why most companies are still stuck in old playbooks, how to break out of them, and what it takes to create a differentiated voice in crowded markets - especially when budgets are tight and attention is scarcer than ever.

Whether you’re leading marketing at a tech company, building brand awareness in a crowded category, or rethinking your content strategy, this episode is full of practical insights and fresh thinking on how to turn thought leadership into a true business asset.

Timestamps:

00:00 Introduction and Podcast Overview

00:34 Upcoming Trip and Recent Projects

01:17 Episode Focus: Thought Leadership in B2B

02:18 Guest Introduction: Melissa Rosenthal

04:32 Melissa's Journey and Founding Out Leave

13:14 The Role of AI in Thought Leadership

16:10 Trends and Insights from Out Leave's Platform

21:02 Challenges and Differentiation in Branding

24:54 Conclusion and Future Directions

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Byte-Size: Jess & Nick on What B Corp Means to Us

Thu, 20 Mar 2025 14:00:00 +0000

Here’s another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different.

In this one, Nick Farrar, Founder and CEO of Shaped By, and Jess Evans, Head of Delivery, get into B Corp. Why did we become a B Corp? What does it mean for us as an agency? And what’s next, both for us and for B Corp more broadly? They cover everything from the certification process to the ongoing work of embedding B Corp values in a way that actually makes a difference - not just a badge for the website.

00:00 Introduction to the podcast
00:15 Why Shaped By became a B Corp
02:03 What B Corp means to us
04:25 The role of SMEs in driving change
06:48 The certification process - how tough was it?
10:14 Where we did well (and where we could improve)
14:29 What we’ve done in our first year as a B Corp
17:02 Plans for 2025 and beyond
21:18 The bigger picture: what’s next for B Corp?
24:41 Embedding B Corp values into agency life
27:05 Wrapping up

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The subtle power of motion design and systems: Joshua Baron, Jasper AI & Peter Dickinson, Skyscanner

Wed, 12 Mar 2025 14:00:00 +0000

Motion design is often the unsung hero of brand and product storytelling - especially in B2B tech. But what does it take to bring complex, sometimes ‘unsexy’ products to life? And how can you move beyond one-off animations and build a scalable, strategic motion system that strengthens a brand over time?

First, Joshua Baron, Senior Brand Designer – Motion at Jasper, shares his approach to crafting motion systems that bring clarity to intricate products, the balance between abstraction and realism in design, and the evolving role of AI in motion.

Then, Peter Dickinson, Head of Motion at Skyscanner, dives into the power of motion systems at scale, how consistency builds brand trust, why motion should have a seat at the table from day one, and how to develop flexible guidelines that adapt across platforms.

If you’re a motion designer, marketer, or creative looking to sharpen your approach to motion in branding, this episode is packed with insights on both the craft and strategy of motion design.

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Byte-Size: Dave & Alex discuss Building a Founder-Led B2B Brand

Thu, 27 Feb 2025 11:00:00 +0000

Welcome to another byte-size episode! In this one, Dave and Alex, Shaped By's marketing director, chat about the upcoming webinar on the challenges of working with founders to build a strong brand. They cover the common roadblocks - like navigating emotional attachments, getting buy-in from disengaged founders, and aligning leadership on brand direction.

They also introduce the expert panel joining the webinar:

• Kira Klaas – VP of Corporate Marketing at Later

• Tim Bauer – Director of Brand Experience at Scale AI

• Tom Ovens – Creative Director at Shaped By

If you work with founders this session is packed with insights on turning vision into a brand that actually works in the market.

To join the conversation register here: https://shaped-by.com/building-a-founder-led-b2b-brand/

And here's the link to Kira Klass's brilliant Substack 'On Brand': https://kiraklaas.substack.com/

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How different cultures shape creative careers: Dave Breckon, Carta - Part 2

Thu, 06 Feb 2025 14:00:00 +0000

So here it is, the first ever “Part 2” in the history of The Changemakers. And it’s nothing less than a pleasure to bestow that honour on our guest, Carta’s creative lead Dave Breckon.

In Part 1, our Dave’s (we’ll call him Dave C) conversation with Dave B explored his wonderfully diverse career path, delving into the various lessons he learnt as he wound his way from the cobbled streets of Brighton to the bright lights of London, Madrid, Copenhagen, New York and San Francisco.

Part 2 sees Dave and Dave hooking up again to discuss how those experiences have shaped Dave B’s perspectives on design and creativity.

Their conversation touches on a range of subjects including managing in-house teams, fostering a culture of kindness, the evolving role of agencies, the application of AI in the creative process, and the challenges of scaling a brand in the dynamic fintech industry. They also delve into the nuances of building brand consistency while adapting to rapid changes in the market.

If you haven't checked out Part 1, you can watch it here: https://youtu.be/kpPkTFYqHRE

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How different cultures shape creative careers: Dave Breckon, Carta - Part 1

Tue, 14 Jan 2025 15:00:00 +0000

Most of our previous episodes to date on The Changemakers have focused on a particular area of B2B tech marketing or branding that has the power to be elevated by creativity.

For this one, we’re taking a bit of a departure from that, and going deep into one creative leader’s journey. Why? Because it’s equally inspiring, especially for designers out there who may not have everything figured out just yet!

Dave Breckon is Creative Lead at the fintech firm Carta. In this episode, our Dave chats with his namesake about his rather unconventional career path, from growing up in a creative family, starting out in photography, working in various studios in the UK and Spain, transitioning from freelance work to in-house roles at tech firms in Europe and the US.

Listen to Dave’s story, and you start to understand the importance of adapting to different cultures, embracing uncertainty, and fostering collaboration. It also offers valuable advice for aspiring designers on navigating the design industry and finding personal fulfilment in their careers.

And the great news? This is only part one! In part two, we delve into how Dave’s career has shaped his perspective on the current design and creative landscape. Just like this one, it’s not to be missed.

Timestamps:

00:00 Introduction and Warm Welcome

01:07 Early Career and Creative Beginnings

01:52 Family Influence and Creative Environment

09:06 Passion for Photography and Education

13:20 First Steps into Design and Freelancing

16:21 Transition to Design Studios and Learning

20:35 Life in Spain and Career Growth

24:20 Return to the UK and Agency Work

27:14 Embracing Startup Culture

33:46 High Salaries and Remote Work Challenges

34:45 Creative Company Culture and Remote Events

35:56 Transition from Office to Remote Work

38:36 Cultural Differences in Work Environments

46:58 Career Journey and Mentorship

01:01:29 Advice for Aspiring Designers

01:05:33 Conclusion and Future Discussions

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Branding at the speed of light: Vincent Sacco, Fivetran

Thu, 21 Nov 2024 15:00:00 +0000

Vincent Sacco is a brand leader who has been in the trenches and, having built brands from the ground up at multiple fast-growing tech companies, has wisdom to impart in absolute spades.

He currently leads the creative team at Fivetran, a data management platform that has seen explosive growth, expanding from around 400 to over 1100 employees during Vincent's 3.5 year tenure. Previously, he built the brand at fintech startup Blend as they underwent rapid scaling. Vincent’s unique background also includes branding San Francisco's pioneering food trucks in the early days of the food truck movement.

In this episode, Vincent shares his hard-earned wisdom on building a brand amidst hyper-growth. Some key topics covered:

How Vincent transitioned from branding bars and food trucks to tech startups
The challenges of establishing a brand when a company has found product-market fit and is scaling rapidly
Key first steps to take when you need to build a brand fast
How to get buy-in across the company and turn everyone into "brand cheerleaders"
Partnering with product marketing to align brand and product
Engaging engineers and developers who are typically harder to reach with brand
Collaborating cross-functionally and getting the C-suite aligned with the brand vision
Adapting the Fivetran brand for the enterprise market while retaining its distinctiveness
The importance of brand flexibility and rolling with unexpected sources of brand affinity
What's next for the Fivetran brand as the company continues its rapid ascent

Timestamps:

00:00 - Introduction and Vincent's background

03:51 - Joining Blend and Fivetran amidst hyper-growth
06:12 - First steps to building the brand foundation

09:22 - Getting company-wide brand buy-in

14:18 - Aligning brand with product marketing

17:34 - Engaging technical audiences with brand

21:35 - Cross-functional collaboration on brand

25:28 - Tailoring brand for enterprise without losing soul

30:44 - Leveraging organic sources of brand affinity

33:49 - The future of the Fivetran brand

35:36 - Conclusion

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Byte-Size: When B2B Got Its Bold Back with Alex & Nick

Thu, 24 Oct 2024 13:00:00 +0000

Here's the second of our new Byte-Size episodes! These are little natters between our team at Shaped By, on...well, anything really. Mostly related to creativity in B2B, But maybe the odd one about cake or something.

In this one, hosts Nick Farrar, Founder and CEO, and Alex Waite, Marketing Director at Shaped By, dissect key insights from the Bring Your Own Bold (BYOB) Virtual Summit. Themes include the importance of authentic and bold branding in the B2B sector, strategies to stand out in competitive markets, and the resurgence of brand investment. They also discuss the pivotal role of AI in business, touching on both the opportunities and challenges it presents.

00:00 Introduction to the podcast
00:14 Reflecting on the BYOB Virtual Summit
01:37 Defining and Embracing Boldness
03:13 The Importance of Authenticity and Differentiation
07:18 Key Themes from the Summit
09:22 The Renaissance of Brand Focus
13:43 Aligning Brand with Audience Values
15:13 Unexpected Insights from CMOs and CFOs
16:46 Bridging the Gap: Marketing and Finance Collaboration
19:57 AI in Business: Opportunities and Challenges
22:27 The Future of AI: Navigating Rapid Changes
24:41 The Strategic Importance of Brand
26:35 Female Leadership in a Male-Dominated World
28:32 Conclusion and Where to Watch More

Check out all the sessions from Bring Your Own Bold here: https://shaped-by.com/byob-event/

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Making great work happen: Li-Anne Dias, Handshake

Fri, 27 Sep 2024 10:00:00 +0000

Li-Anne Dias is a design leader who has shaped world-class brands and led high-impact design teams.

Currently she leads brand and enterprise growth design at Handshake, a software firm that enables schools, companies, and students come together to help students and recent grads make career moves. Her previous achievements include building Reddit’s first brand identity and design systems as the company’s first brand designer, and scaling Grammarly’s brand design team as the company grew revenue growth from $43M to over $250M.

In episode 46 of The Changemakers, Li-Anne sits down with Dave to share her thoughts on what goes into making great creative work.

They discuss her journey in brand design, insights on balancing creativity with strategy, and the significance of iterative processes and embracing failure. They also delve into the role of creative leaders in maintaining hands-on involvement and evolving a brand. They chat about how Leanne's experience at Handshake, including their successful rebrand, highlights the importance of perseverance and collaboration in achieving great creative outcomes.

00:00 Introduction to the Podcast and Guest
00:59 Defining Great Work
01:37 The Role of Creative Leaders
02:46 Conversation with Leanne Diaz Begins
03:20 Leanne's Journey and Experience
07:57 Making Great Work Happen
17:58 The Importance of Strategy in Creative Work
24:02 Leveraging Past Insights for New Projects
26:08 The Creative Director's Journey
27:33 Balancing Leadership and Hands-On Work
35:48 The Importance of Brand Voice
42:42 Achieving Great Work Through Team Effort
47:07 Concluding Thoughts on Great Work

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Byte-Size: Dave & Alex discuss BYOB 2024

Tue, 24 Sep 2024 16:00:00 +0000

Welcome to our new byte-size episodes! These are little natters between our team at Shaped By, on.....well, anything really. Mostly related to creativity in B2B. But maybe the odd one about cake or something.

In this one, Dave and Alex, Shaped By's marketing director, chat about the agency's annual virtual summit, 'Bring Your Own Bold' (BYOB), scheduled for October. The event features back-to-back webinars and discussions centred on building bolder B2B brands. Dave and Alex discuss why they put the event on every year, who it's aimed at, and which of the sessions they're looking forward to. They also spill the beans on a couple of upcoming sessions that haven't been officially added to the agenda yet. Oops...

Check out the Bring Your Own Bold agenda and register here: https://shaped-by.com/byob-event/

It's free, and it's going to be awesome!

00:00 Introduction to the Change Makers
00:16 Introducing Bite-Sized Episodes
00:52 Bring Your Own Bold Event Overview
01:38 Why We Host BYOB
04:30 Exciting Sessions at BYOB
05:03 Exploring Weirdness in B2B
05:57 Balancing Short and Long Term Wins
10:40 Female Leadership in a Male World
11:36 Positioning Creativity as a Business Driver
12:50 Unlocking Your Creative Team's Ultimate Toolkit
06:26 Integrating AI Tools
17:50 Getting the Most Out of Your Creative Agency
20:24 Adapting to Build Brands
24:58 Conclusion and Housekeeping

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Staying creative at a corporate giant: Omar Fahmi, Virgin Media O2 Business

Tue, 09 Jul 2024 15:00:00 +0000

We're stepping back into the world of big brand creativity! In this episode, Dave chats with Omar Fahmi, the creative mastermind behind Virgin Media O2 Business' in-house agency.

Ever wondered what it's like to steer creativity in a corporate giant? Omar pulls back the curtain on:

The challenge of combining two distinct consumer brands - and adapting them for a business audience
Building an agile and motivated in-house agency team
Keeping the creative spark alive in a corporate environment
The secret sauce behind his team's "family-like" culture (spoiler: it involves innovation days and breaking down silos)

Get the inside scoop on balancing short-term wins with long-term brand building, and learn how clear communication keeps this massive creative engine humming.

Whether you're a creative leader, senior marketer, or just curious about the inner workings of big tech creativity, this episode is packed with actionable insights and behind-the-scenes stories you won't want to miss.

Tune in for a dose of inspiration and a glimpse into the inner workings of in-house creative teams in the B2B tech world.

00:00 Welcome to the Change Makers

00:51 Introduction to Virgin Media O2

02:12 The Power of Brand Unification

04:01 Clientele and Market Focus

05:27 Building an In-House Creative Team

07:54 In-House vs. Agency Dynamics

14:10 Maintaining Brand Consistency

17:01 Innovation and Engagement Strategies

23:52 Marketing Team Dynamics

24:47 Innovation Day Activities

27:04 Showcasing Internal Work

31:44 Defining Success for the Team

36:45 Building a Creative Culture

39:39 Challenges and Opportunities in B2B

44:57 Conclusion and Final Thoughts

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How to refresh your brand expression: Nick Levesque, Asana

Wed, 17 Apr 2024 14:00:00 +0000

Rebrand versus brand evolution. What’s the difference, and how do you determine which is right for you?

In this episode of The Changemakers, Dave is joined by Nick Levesque, Creative Director at Asana, to discuss the nuances of evolving a brand expression.

As Asana nears the end of its own brand refresh, it was a timely chat about the process. Nick and Dave delve into approaches to evolving brand image, the importance of distinctive brand assets, and the balance between maintaining consistency and fostering creativity.

The conversation covers the challenges and strategies involved in refreshing a brand, the role of audience perception, and leveraging research to guide decisions. Nick also illustrates the careful considerations needed to align visual identity with company growth and evolving audience expectations.

If you want more pearls from Nick on all things brand and his journey, follow him on LinkedIn here.

00:00 Welcome to Changemakers: A Deep Dive into Brand Evolution

00:17 Introducing Nick Levesque: The Creative Mind Behind Asana's Brand Evolution

02:02 The Essence of Brand Evolution vs. Rebranding

03:01 Insider's View: Asana's Approach to Brand Evolution

03:38 Signals and Reasons for a Brand Refresh

09:25 The Strategy Behind Targeting Different Audiences

16:17 The Creative Process and Agency Collaboration in Brand Evolution

21:59 Balancing Consistency and Experimentation in Branding

24:51 Revamping Brand Imagery: A Creative Journey

25:24 The Power of In-House Creativity and Experimentation

27:04 Navigating Internal Brand Evolution: Strategies and Challenges

28:16 Collaborative Brand Audit: Engaging Teams for Insightful Feedback

30:22 Building a Business Case for Creative Projects

35:24 Distinctive Brand Assets: Balancing Innovation with Tradition

41:37 Reflecting on the Rebranding Process: Achievements and Insights

44:56 Dream Rebranding Projects: A Creative Director's Perspective

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The secret art of sound design: Adam Legg

Fri, 01 Mar 2024 14:00:00 +0000

In this episode of The Changemakers, brought to you by Shaped By - our creative director Tom Ovens lifts the lid on the secret art of sound design by interviewing freelance sound designer, Adam Legg. They delve into the intricacies of sound design including the definition, the process of creation, and the difference between a ‘meh’ sound, and one that’s impactful.

Sound design in a B2B space brings so much to the table. It helps to control the pace, brings emotion, and can be a real differentiator. So we unpacked it for those of you interested in how it all works.

Adam gives insight into his creative process, balancing sound design with music, and offers a glimpse into how he keeps himself creatively driven. The conversation also veers into the symbiotic relationship between visuals and sound, and how a shift in their traditional sequence can result in a dynamic output.

Timestamps:

00:00 Introduction to The Changemakers Series

00:14 Guest Introduction: Adam Legge, Freelance Sound Designer

01:21 Deep Dive into the Art of Sound Design

01:51 Adam's Perspective on Sound Design

03:51 The Role of Music in Sound Design

05:32 Adam's Creative Process

08:12 The Challenge of Time Management in Sound Design

10:10 The Use of Libraries and Starting from Scratch

13:05 Sound Design Inspirations and Heroes

18:16 Brands Excelling in Sound Design

20:35 The Potential of Sound Leading the Creative Process

26:11 Closing Remarks and Future Collaborations

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How Fintech firms use design to elevate their brand

Mon, 29 Jan 2024 12:00:00 +0000

Even just a few years back, you would naturally think of pretty much any fintech firm as a challenger brand. A digital disruptor to a financial sector that badly needed disrupting.

But today, fintech is fast becoming mainstream, if it isn’t already. And its “challenger brand” tag feels increasingly redundant, given the extent to which many established financial services firms are pivoting what they do to challenge fintech pioneers - especially when it comes to digital, UX and so on.

One guest wasn’t going to cut it for such an important discussion. So for this episode, we welcome three amazing design leaders - Aaron Robbs, Creative Director at Ramp, Michael Jeter, Executive Creative Director at Stripe, and Nick Farrar, Founder and Managing Director at Shaped By.

Between us, we delve into how great design can help differentiate fintech companies and build robust and memorable brand identities. Across the discussions, we also explore techniques to build trust, the power of design in gamification, and the importance of founder understanding and support in fintech.

And guess what? After two years of being an audio-only podcast, you can now watch on YouTube too! Each of this episode’s three discussions is available to view over there, on Shaped By’s brand new channel.

Timestamps:
00:00 Introduction and Podcast Changes
00:16 The Evolution of the Change Makers Podcast
01:16 The Role of Brand and Design in Fintech
02:43 Interview with Aaron Robbs, Creative Director at Ramp
03:56 The Importance of Design Principles and Team Dynamics
16:21 The Balance Between Brand and Performance Marketing
21:17 Interview with Michael Jeter, Executive Creative Director of Stripe
22:57 The Role of Craft, Beauty, and Culture in Branding
26:09 The Challenges of Building a Brand Around an Invisible Product
26:34 The Challenge of Branding in Fintech
27:54 The Role of Design in Branding
28:24 The Importance of Craft and Beauty in Branding
29:27 The Impact of Company Culture on Branding
30:28 Infusing Technology into Branding
33:22 The Power of Self-Serve Design Tools
35:25 The Role of Founders in Branding
35:57 The Future of Design in Fintech
39:03 Interview with Nick Farrar, Founder of Shaped By
40:30 Building Trust through Design
49:29 The Power of Gamification in Fintech
55:19 Final Thoughts on Design in Fintech

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Understanding and embracing neurodiversity: Becca Chambers

Thu, 16 Nov 2023 17:00:00 +0000

Becca Chambers may be an award-winning technology brand-builder, storyteller, strategist and advisor.

But when it comes down to the impact that her work has on the people that it touches, her tireless work as a neurodiversity champion and advocate is up there with any of those achievements.

Becca has ADHD. She describes it as “a catalyst for my success in the creative world of brand, communications, and messaging”, and one of the driving forces behind her “scrappy get-sh*t-done attitude”.

But for every Becca in the workplace, there are countless others who know their neurodivergence is a creative superpower, but don’t have the support or tools they need to thrive in their unique way. Why? Because despite all of the great strides that companies have made around diversity awareness, neurodiversity is rarely included in these conversations.

Becca is on a mission to change all of that. As a parent of an autistic child, Changemakers host Dave Corlett is a huge admirer of what she’s doing to make workplaces more accessible to current and future neurodivergent colleagues. So join Dave and Becca as they deep dive into:

Becca’s journey to executive level as a neurodivergent individual
the strengths that neurodiverse people bring to the workplace
how Becca has personally influenced and driven positive change at the organisations she’s worked at
how the hiring process needs to change to better support neurodiverse candidates

…and much more.

You’ll love Becca’s infectious enthusiasm from the first minute. The best way to get more of it, and follow her journey as a neurodiversity champion, is to follow her on LinkedIn here.

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Disruption by design: Christian Flaccus, Celonis

Thu, 24 Aug 2023 15:00:00 +0000

“I don’t need much sleep. And I love to take on a good challenge.”

Take one look at Christian Flaccus’ resumé, and it’s clear to see that both of these things are very true indeed.

He founded his first business, an e-commerce startup, in 1997 - then swiftly went and set up his own agency (whilst still remaining on his startup’s board). Not content with that, at various points during his agency life Christian also started a record label (Brave & Dizzy Records), opened (and closed) one of the first global street art online shops, and co-founded an incubator and house for dedicated dev teams for cloud-based SaaS projects called co.brick.

Brave & Dizzy and co.brick are still Christian’s side-hustles. But since early 2021, his main focus has been spearheading brand design excellence at Celonis - Germany’s most valuable startup, and a pioneer in the hugely exciting and fast-growing field of process mining technology.

As the company’s Chief Design Officer, Christian has taken the Celonis brand on an epic journey of disruption. But voyages like this aren’t undertaken alone. Disruption is uncomfortable for some people, and downright scary for others. So how do you bring everyone along on the journey, in ways that don’t just help them to understand why the company needs a disruptive brand - but gets them to fully buy into it, so they carry the torch as well?

Join Dave and Christian as they go deep into why game-changing technology needs game-changing branding to match - and how to get your team to tune in and enjoy it in the same way that you enjoy crafting it.

For more info on Celonis, check them out at celonis.de. And make sure you follow Christian on LinkedIn - he’s a really top guy and well worth connecting with.

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Building an extraordinary brand from scratch: Ari Yablok, Island

Thu, 27 Jul 2023 14:00:00 +0000

Ari Yablok is the Head of Brand at Island, the Enterprise Browser. If that sounds like a pretty simple description of what Island does, then there’s a very deliberate reason for that. And it’s a reason that has seen Dave fall completely in love with the brand strategy, identity, narrative and messaging that Ari has created for this Israeli startup that is going global pretty rapidly.

Everything about Island exudes simplicity. The idea behind the product. The product itself. The experience of using it. The problem it solves. It’s easy, clear and stress-free. And this is all reflected perfectly in the simple, clean, zen-like brand experience that it’s all wrapped up in, and which entices you with its beautifully uncomplicated and supremely confident attitude.

But don’t think for a second that the process of developing it was simple. It took a serious investment of strategic work, along with a heavy dose of boldness from Island’s founders to choose a path so unlike any other company in their space.

Dave has been a long-time fan and admirer, both of Island and of Ari’s approach to crafting strategic narratives, end-to-end messaging and brand identities for tech companies in general - which he did for 50+ firms during his previous role at the B2B agency Atreo.

So join us for another episode of fanboying as he chats with Ari on:

the story of Island’s brand development, from first conversation to now
the thinking behind its distinctive ethos and visual identity
how he and the Island team bring it to life in a differentiated way at live events
the challenge of evolving the brand as the company evolves
the role of Island’s founders in the whole process

This is more than a story about an interesting brand. It’s an inspirational journey into the magic that happens when visionary founders and brand experts team up before a company has even launched, and build the brand alongside the product.

Find out more about Island here, and follow Ari’s work on LinkedIn at www.linkedin.com/in/ariyablok.

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How great collaboration builds bold brands: Kaite Rosa, Axonius

Thu, 13 Jul 2023 13:00:00 +0000

Following staggering revenue growth of 46,000% between 2018 and 2021, cybersecurity asset management Axonius was unsurprisingly named as the fastest-growing cybersecurity company in America by Deloitte in 2022.

That’s pretty damn awesome. But it also presented a very familiar problem that high-growth companies tend to face. They scale so quickly, with such a focus on perfecting the product and the platform, that the task of also building a cohesive brand message and narrative takes a bit of a back seat.

It’s understandable. But there comes a point where it’s a major issue. And when Kaite Rosa joined the business as Senior Director of Brand in 2020, she immediately identified that it was becoming one.

So alongside CMO Nathan Burke, she set about fixing the problem. And the way they went about it makes for quite a story.
Join Dave and Kaite as they discuss:

how Kaite and her team crafted a simple, human, relatable brand message
how they landed gymnastics icon Simone Biles as a brand partner to help spread that message
why Simone and Axonius’ other athlete partners embody the spirit of Axonius’ brand
how those collaborations, plus the close collaborative spirit of Kaite and Nathan’s team, drive long-term success for Axonius
why it’s so important to build such distinct brand narratives in crowded markets like cybersecurity

This is a conversation that will inspire any brand or marketing leaders out there who are struggling to make their brand stand out in cluttered markets.

So dive in and enjoy. And go follow Kaite on LinkedIn to keep up with the latest from Axonius’ remarkable brand journey - which is certainly not slowing down any time soon.

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How to scale your tech firm through great PR: Kirsty Jarvis, Luminous PR

Fri, 30 Jun 2023 13:00:00 +0000

It’s time for another chat with one of our fellow agency buddies - and in the hotseat this week is the wonderful Kirsty Jarvis, founder and CEO of tech-specialist communications firm Luminous PR.

We’ve recently been getting to know the Luminous team through our shared love of working with game-changing technology businesses. Their approach to building B2B brands and driving growth through tailored communications strategies is pretty impressive. So we were delighted when Kirsty agreed to take time out of her busy schedule to take us behind the scenes of how they do it.

Join Dave and Kirsty as they sit down to discuss:

why PR is so important to early-stage startups
how Luminous’ approach differs for more established firms versus startups
the key trends and developments in the world of PR right now
why it pays to be creative when devising a comms strategy that cuts through the clutter
how PR strategies are changing for tech firms in the current climate of profitability and sustainability, versus the last couple of years of free capital and growth at all costs

…and plenty more! If you like the sound of Luminous and what they do (and why wouldn’t you, they’re seriously good PR experts) follow Kirsty on LinkedIn here, and find out more about the agency on their website.

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Brand design in the age of AI: Aaron Poe, Zapier

Thu, 15 Jun 2023 07:00:00 +0000

Aaron Poe is a man who knows a thing or two about brand design. During his time in the agency world, he gave the Beats by Dre brand the distinctive identity that helped it get acquired by Apple. He led the 2018 rebrand of fintech giant Checkout.com, and the more recent evolution of the Square brand identity.

Now, as head of Zapier’s brand studio, his esteemed talents are being put to great use in leading the roll-out of the rapidly-growing automation firm’s new visual identity.

It’s a fun job for a creative leader who loves pushing boundaries and expanding concepts into new realms. But it’s also a big job. Alongside the guidelines and principles Aaron and his team are building out around type, colour, motion and brand architecture, the company is in the process of launching a steady stream of new products - all of which must fit creatively into these newly crafted systems.

So how’s that process going? What inspired Aaron to step away from his previous role and take this on as a challenge? And crucially, as Zapier is becoming an increasingly AI-driven company, how is Aaron harnessing the latest AI tools to make that big job a little less big?

Join Dave and Aaron to find out all that and much more, including Aaron’s opinion on the future of AI-driven creative development, and where someone as experienced as he is goes to find their creative inspiration.

It’s a cracking conversation. If you agree, let us know over on our LinkedIn page. And go follow Aaron on LinkedIn for the latest out of the super-talented Zapier brand studio.

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Mastering the art of creative leadership: Matt Price, Checkout.com

Tue, 30 May 2023 09:00:00 +0000

Some people are quite happy to simply coast along, and see where the wind takes them. And others constantly push themselves, always looking to grow and develop through experiences that test their existing skills and help them to create new ones.

Matt Price falls into the latter camp. Each step in his career as a creative, whether to a boutique agency or the pristine corridors of Apple HQ, has been chosen deliberately to give him a new perspective on the craft of commercial creativity.

Now, deep into his first stint in B2B-land with fintech giants Checkout.com, Matt joins Dave to discuss how the sum of those experiences is an innate understanding of exactly what it takes to be a successful in-house creative leader.

The two of them also chat about:

how to be a collaborator rather than a blocker
how to uncover opportunities to elevate the power of creativity internally
the importance of educating audiences about your category as well as your brand and product
why creatives should look to the world of fashion, art and design for genuine inspiration

Be sure to give Matt a follow on LinkedIn. And if you enjoy the episode, why not take an extra minute out of your day and give us a lovely review?

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How to optimize your digital marketing strategy: Kerry Guard, MKG Marketing

Thu, 04 May 2023 10:00:00 +0000

This is the first of two episodes in which we’ll be stepping away from our typical guest profile of in-house marketers, creatives and brand leaders, and getting to know some of Shaped By’s fellow agency buddies.

And what a buddy to get to know. Kerry Guard is CEO and founder of MKG Marketing, a digital marketing agency that works with cybersecurity, data management and other fast-scaling tech firms to drive impactful growth.
So what are the most pressing digital marketing challenges that tech firms are grappling with now? And what should marketers be doing to solve them?

Join Kerry and Dave to find out, and also discover:

why truly effective digital marketing is ultimately a long game
how to optimize your strategy to deliver consistent results over time
what “intentional” digital marketing means, and why it’s so important
why moving away from lead gen and towards demand gen makes sense in today’s world
how effective digital marketing relies on a splash of creativity to succeed

You can find MKG Marketing on the interweb here, and go follow Kerry on LinkedIn too. Also be sure to check out her podcast, Tea Time With Tech Marketing Leaders, which Dave will be featuring on very soon!

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Building and leading an internal newsroom: Meghan Barr, ZoomInfo

Fri, 21 Apr 2023 14:00:00 +0000

Until generative AI came along and took over every single conversation, one way to instantly ignite a ferocious debate in B2B marketing was to ask this question: “Should B2B companies be thinking like media companies when it comes to content marketing?”

ZoomInfo certainly believes so. And when the go-to-market software, data, and intelligence company’s CEO Henry Schuck decided to turn his content marketing operation into an editorial media machine, he hired Meghan Barr to lead it.

As an award-winning journalist with two decades of experience, Meghan’s editorial and storytelling skills were a perfect fit to bring Henry’s vision of building an internal newsroom at ZoomInfo to life.

So we were thrilled when Meghan agreed to sit down with Dave to discuss her experiences of moving into the B2B tech world, and how that move has signalled a shift in the way ZoomInfo builds its audience through content marketing.
Dave and Meghan also discuss:

how to tell brand and product stories across multiple channels
why it’s so important to create an ownable narrative that draws audiences in
how thinking like a media company helps to build consistency and community
how her editorial skillset adds value to teams and projects right across the marketing function

The debate will rage on, no doubt. But whatever side you’re on, if you want an objective, honest and fascinating insight into what goes on inside a company that’s very much in this transition, then this one is most definitely for you.

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How to be an authentic thought leader: Steve Stone, Rubrik

Fri, 31 Mar 2023 10:00:00 +0000

It’s not every day that you get chatting with someone who, in the first five minutes, casually drops into the conversation that they “ran a couple of SWAT teams”.

But this is an episode with a difference. And if you’re involved in anything to do with cybersecurity marketing or thought leadership, then it’s one for you.

There ain’t no cybersecurity expert with more expertise than Steve Stone. From managing nuclear security and running counter-espionage operations for the US Air Force to then moving into counter-terrorism as a federal agent (including over 1200 interrogations of high-level terrorists), the early part of Steve’s career was action-packed, to say the least.

And it hasn’t slowed down since. After moving into cybersecurity as a case agent for several nation-state cyber intrusions into the US government, Steve left the military and joined the US intelligence community where he spent five years as a cyber intelligence expert, before moving into the private sector to help firms like IBM and Mandiant to convince C-suites and executive boards of the mission-critical threats that cybersecurity poses.

Today, Steve heads up Rubrik Zero Labs, the data threat research unit he helped to create inside the data security firm Rubrik (and Shaped By client). We’ve had the pleasure of working with Steve on the creative aspects of RZL, so Dave was stoked to get the chance to interrogate him about:

what led him from dusty interrogation rooms to the clean, bright corridors of a Silicon Valley tech firm
why Zero Labs is such an important resource for Rubrik’s clients and security leaders everywhere
how to engage busy CISOs and CIOs with thought leadership content
how committed thought leadership like RZL builds genuine trust and credibility
the role that storytelling plays in the RZL experience

Thought leadership in B2B is so often a badging exercise, consisting of a few hastily-trotted-out reports with a foreword from the company’s CEO. So if you want a bagful of tips on how to build a true thought leadership platform, get your ears around this episode.

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Evolving your brand without losing its identity: Andrea Carrillo, Drift

Thu, 16 Mar 2023 12:00:00 +0000

Whenever the conversation at Shaped By HQ turns to our favourite B2B brands, the same one always crops up: Drift.

This unapologetically bold SaaS startup broke all the moulds when it created the category of Revenue Acceleration, and launched a vibrant and expressive new visual identity last year. So we were stoked when Andrea Carrillo, the firm’s Associate Creative Director, agreed to jump into the Changemakers hot seat and give us the inside story on Drift’s creative ethos.

Originally from Colombia, Andrea and her family moved to New York as a child. Her parents - both engineers - landed jobs in the Big Apple, which sparked a keen interest in tech from an early age. This was matched by an equally enthusiastic passion for design when she joined a high school class that was effectively a mini creative agency for community projects.

Dave chats with Andrea about how those influences shaped Andrea’s career and led to her becoming a creative leader at one of the SaaS world’s most recognised and loved brands.

They also discuss:

why internal creatives should think more like marketers to understand business goals and objectives
the value of having a creative team that has a voice in conversations across the business
how to retain the essence of a strong brand, and still be able to evolve and progress as the company grows
the influence of Drift’s founders David Cancel and Elias Torres on the brand’s creative expression
how their background as Latinx founders is so inspirational to Andrea as a member of the Latinx community.

Find out more about Drift on their site, and follow Andrea on LinkedIn here.

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Building creativity into product marketing: Shobhana Viswanathan

Thu, 02 Mar 2023 14:00:00 +0000

How can the application of creativity enhance product marketing?
If there’s one thread that’s been running consistently through the 29 previous episodes of The Changemakers, it’s that product marketing is the unsung hero of B2B tech business growth.

All of our guests who have spent time in PMM roles have said that time was invaluable to their success. Many product marketers go on to have successful leadership careers. So when the time finally came for a discussion on creativity in product marketing, we knew exactly who to call on.

Shobhana Viswanathan is a Silicon Valley-based chief marketing officer who has held numerous product marketing and B2B marketing executive roles at companies including IBM, Oracle/Sun, VMware and Automation Anywhere and startups.

Shobhana started her career as a developer but found her true calling post-MBA at advertising giant Ogilvy & Mather. That stint in advertising and persuasive copywriting paid future dividends by allowing her to translate complex technical concepts into business benefits to help companies scale.

Listen as Dave and Shobhana dive into:

Why creativity is vital to product marketing, from campaign design to human-centric copywriting and messaging
Why nailing product marketing is especially crucial for category creators
Why product marketers’ skillsets make them perfect candidates for CMO positions
How to use data to enhance your stakeholder management

…and much more besides.

Shobhana is the host of a great podcast on the future of work called The Change Alchemist, which is wonderful listening.

Check it out here, and go connect with/follow her on LinkedIn and Twitter.

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The art of design: Nando Costa, Microsoft

Mon, 13 Feb 2023 10:00:00 +0000

Design leaders in tech don’t come much more visionary than this week’s Changemakers guest, Nando Costa.

Nando is a Brazilian-American designer with an extensive background in visual design, branding, digital products and animation production.

After spending the first part of his career in the agency world, Nando joined Microsoft in 2013, spending the next nine years working on projects such as the creative development of the HoloLens, various Mixed Reality projects and cross-platform versions of Office apps.

After a stint at Google Design in 2022, he returned to Microsoft, where he currently works on immersive experiences for Microsoft Mesh and explores the potential applications of generative AI.

This may well be news to you, but to our Dave it isn’t. He’s followed Nando’s career for a long time, fascinated by his incredible Microsoft and Google animation pieces and ongoing experiments with Midjourney’s AI design tool.

So, to have the chance to discuss all that with the man himself… let’s just say fanboy Dave was pretty excited.

Their wide-ranging chat covers: Nando’s early influences growing up in Rio de Janeiro, how he wound up joining Microsoft, and staying at the firm for so long, why maintaining a consistent pace of learning and progression is so important to him, how to “find your tribe” in a company of 200,000 people, why impactful design at huge global brands relies on “thoughtful rule-breaking” the future of AI-powered design.

This is one that any fan of truly world-class design and branding will really enjoy.

Find out more about Nando at nandocosta.com.

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Soundbite: Alan Cohen on cutting through with cybersecurity marketing

Thu, 09 Feb 2023 10:00:00 +0000

In these 'soundbite' episodes, we'll be sharing moments from our Changemakers podcast that have made us stop and think, and we think will be valuable to you.

This is from Episode 24 and our chat with Alan Cohen. During our conversation, he talks about cybersecurity and gives his thoughts on what businesses can do to stand out and make an impact in a world where their target audiences are often so bombarded by vendors, salespeople, and marketing activity.

To cut through and make an impact on a very busy audience, you need to get so many things right to make a good impression.

Listen to this episode to see if it changes your approach to cybersecurity marketing.

Check out our content hub on how to stand out in a crowded cybersecurity market here.

shaped-by.com/cybersecurity-marketing

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Building from scratch: Heidi Joy Tretheway, Garden

Thu, 02 Feb 2023 12:00:00 +0000

Heidi Joy Tretheway is one of those marketing leaders who, in her words, would “rather build a ship than sail it”.

That’s why she’s always gravitated towards startups with huge growth potential. The challenge of creating a marketing function virtually from scratch, and turning that into a pipeline-building, the revenue-generating machine is one that Heidi Joy absolutely thrives on.

It’s also a challenge that we haven’t really tackled on The Changemakers until now. So Dave gets deep into it with Heidi Joy, exploring what makes a truly effective startup marketing leader, and why she gets such a buzz out of being one. They also chat about:

why Heidi Joy was drawn to her current role at Garden
how to approach your first 100 days in the role
how to build out a messaging/positioning framework
how to create a content engine from scratch
the differences between building and scaling marketing at a Series A startup vs Series C

Dave and Heidi Joy also get into the art of storytelling - which as an author of a dozen kids and adults books, Heidi Joy certainly has a valuable perspective on.

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The journey to CMO: Dillon Nugent, Khoros

Thu, 19 Jan 2023 14:00:00 +0000

Being a CMO these days is not for the faint-hearted. It’s a role that is fraught with challenges. Yes, many have a seat at the top table, which certainly wasn’t the case a decade ago. But in return, the pressures on performance are enormous, even at the best of times - let alone in uncertain climates like this one.

Some just aren’t cut out for it. But others thrive on those pressures because they know exactly how to inspire their teams to perform. That’s the mark of a true marketing leader - and Dillon Nugent recognised early on in her career that she had those qualities.

Dave sat down with Dillon to find out how that self-awareness led her to be named the CMO of customer engagement firm Khoros last year. Where did her journey start, when did she realise she had leadership potential - and how did she turn that potential into the actions that proved she was a natural fit for the CMO role?

We also chat about:

Why being in sync with sales and product teams is so important for marketers at every level
The importance of always being able to step back and see the bigger picture as a leader
How to build a thriving team that is greater than any one individual
Keeping her team focused on their goals during a year of seismic change
Why it’s more important to fail and learn than always play it safe

You can follow Dillon on LinkedIn here, and find out more about Khoros here.

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Cybersecurity special: Mike O’Malley, Noname Security

Fri, 06 Jan 2023 12:00:00 +0000

In the second of our cybersecurity mini-series, Dave sits down with Mike O’Malley, seasoned tech marketing executive and recently-appointed CMO of API security specialists Noname Security.

Mike joined Noname in the summer of 2022 to lead its marketing team into the next phase of the company’s rapid and impressive growth. Prior to that, he was Senior VP, Global Marketing at CyberArk, another pioneering cybersecurity firm. Mike’s career has also taken in senior marketing roles at VMware, CA Technologies and a number of other leading technology firms.

As Mike tells Dave, he’d been fascinated by the challenges, innovation and fast pace of cybersecurity long before he moved into it - as well as the opportunity to play a pivotal role in the fight against the scourge of cybercrime.

So now he’s immersed himself into the cyber world, what are Mike’s top tips on making a positive impression on one of the most under-pressure and vendor-bombarded technology buyers of all: the cybersecurity professional?

No spoilers of course, but tune in and you’ll find out:

why security marketers must understand their buyers much faster than in other tech categories
how to go beyond your customers’ basic pains and really get inside their heads on an emotional level
how to flip cybersecurity’s obsession with fear, uncertainty and doubt into honest, positive and benefit-driven messaging
how to use data and research to highlight genuine and immediate security problems, and position your solutions as the answer
the challenges of API security, and why addressing them is so important right now

Enjoy the chat, and leave us a review if you liked it!

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Cybersecurity special: Donna Estrin, Estrin Communications

Wed, 07 Dec 2022 12:00:00 +0000

In the first episode of our cybersecurity mini-series, Dave chats with Donna Estrin, a PR and communications expert with vast experience at cyber firms large and small.

After cutting her comms teeth in the PR agency world, Donna moved into tech, beginning her cybersecurity career handling analyst relations for McAfee. She then helped Neustar transform from a traditional telecommunications company to a high-tech security, data and marketing services company, before working on WhiteHat Security’s acquisition by NTT and VMware’s acquisition of Lastline.

Most recently, Donna led comms for ReliaQuest when they acquired Digital Shadows, before departing to launch her new consultancy firm, Estrin Communications.

From analyst, press and media relations to thought leadership, the role of communications is so vital in growing brand reputation and equity. Dave and Donna chat about:

how to achieve this in a market that’s as saturated as cybersecurity
what really matters to CISOs, and how to engage them by being helpful and adding value
what genuine and authentic thought leadership really means
why analysts are so important, and how to build successful relationships with them
the key cybersecurity trends that we need to be aware of going into 2023

Not only is Donna the perfect guest to get insight into all of the above and more - but she hails from Shaped By’s home city of Bristol! We’ve invited her for one of our famous local craft beers next time she’s over from her home in California.

Stay tuned for more cybersecurity specials coming very soon, as we dive deeper into this fascinating industry that’s so integral to protecting the way we all live and work.

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Mastering enterprise tech go-to-market: Alan Cohen, DCVC

Thu, 01 Dec 2022 13:00:00 +0000

We’re in the midst of volatile times right now. So who better to provide a true perspective on what really matters, and how to focus on building for long-term success, than one of tech go-to-market’s most experienced and accomplished leaders?

Alan Cohen has been at the forefront of game-changing tech GTM for over 30 years.
During his early days at IBM and Cisco, he was pivotal to commercialising the technology that was building the very backbone of the internet.

Following a series of VP-level product and marketing roles, helping disruptive innovators successfully upset some of the biggest tech incumbents, he rejoined Cisco, leading GTM for their $25bn Enterprise portfolio.

After 25 years in “big tech”, Alan became product leader and frontman for 4 iconic, industry-transforming start-ups, before turning investor as a partner at DCVC, where he currently works with entrepreneurs using AI and science to build breakthrough companies in parts of the economy not touched by the tech revolution.

Join Dave and Alan as they spend nearly an hour (our longest episode by a long way, but for good reason - it’s all gold!) chatting on a range of GTM-related subjects including:

Building the foundations of internet communication at IBM and Cisco
Why the psychology of why people buy and use technology is so important
The issues that CMOs are facing at the moment, and how to navigate them
Tips for challengers to dethrone the incumbents in their space
What makes a successful founder from a GTM perspective

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How to build a thriving creative team: Jessica Rosenberg, Webflow

Fri, 18 Nov 2022 14:00:00 +0000

Jessica Rosenberg is one of the most inspiring creative leaders that you’ll find in tech.

Having cut her teeth as a creative in the ad agency world, she had a brief spell in startup-land before her career really took off through spells at Twitter, Cloudflare, Mural and now Webflow, where she leads the brand design team.

Leading teams like Jessica’s has multiple challenges. How do you structure the team for optimum results? How do you keep them motivated? How do you get great work done remotely? How do you collaborate with other teams? And how do you create an environment where these uber-talented, uber-creative individuals feel inspired to show up and do their best work every day?

Dave chats with Jessica to explore how she solves these challenges on a daily basis, using her vast experience and expertise to empower her team to deliver consistently outstanding work.

Follow Jessica on LinkedIn: https://www.linkedin.com/in/jessicarosenb/

Enjoy!

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Growing a B2B brand through storytelling and fun: Melissa Rosenthal, ClickUp

Thu, 27 Oct 2022 16:00:00 +0000

It’s not every day that you get to chat with a creative leader like Melissa Rosenthal. Because there aren’t many in the business like her.

Melissa cut her creative teeth at Buzzfeed, perfecting the art of building a brand around content that entertains. Then she joined Cheddar, a live media company at the intersection of news and technology, as a founding member of the executive team.

It’s not often that creative attitudes and perspectives honed in those environments find their way into B2B tech. But that’s what happened when Melissa joined ClickUp.

Her influence on the brand has given it a bold, playful and adventurous spirit that you rarely see in the SaaS world.

So we were overjoyed when she agreed to come on the podcast and talk about her work, her influences and her steadfast belief in the value of creativity in building brands that stand out. Join us as we discuss:

what inspired Melissa to swap media and entertainment for B2B SaaS
how the ClickUp brand has evolved under her leadership
the importance of doing things differently to stand out, even if they feel weird or unconventional
why storytelling and fun really matter when it comes to humanizing B2B marketing
how to bring internal teams on the journey with you

Follow Melissa on LinkedIn: https://www.linkedin.com/in/melissarosenthal5/

Enjoy!

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Nailing the fundamentals of effective demand generation: Katie Colbourne, Basware

Fri, 21 Oct 2022 08:00:00 +0000

Demand generation is more than just a marketing function. It’s a craft. A mindset. A way of life honed and perfected by uber-talented practitioners.

Not only that, but with market conditions the way they are right now, effective demand gen is in demand. It’s invaluable to current and future revenues.

We touched on demand generation early in this series. But as it’s been a while, it felt right to revisit it and see what’s changed (if anything). So what better guest to find out from than one of those uber-talented practitioners, and friend of Shaped By, Katie Colbourne, Director of Global Demand Generation at Basware.

Fresh from giving us her perspective on creativity for our Perspective 2022 report, Katie’s back to chat with Dave about her demand generation journey, why the fundamentals of demand gen are so important – and how to nail them within the context of your own business and audience.

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Leading marketing through tough times: Robin Daniels, Growth, Marketing & Leadership Advisor

Thu, 06 Oct 2022 11:00:00 +0000

How should marketing leaders approach the challenges of an economic downturn? It’s a big question, but one we put to Robin Daniels, our guest for this episode.

If you’ve not come across Robin before, you’ll enjoy his enthusiasm and illuminating insight on marketing, leadership and growth. He’s worked at some amazing tech companies covering Salesforce, Box, LinkedIn, WeWork as well as being CMO of Matterport when they went public in 2021.

There is plenty to take away from this chat that helps galvanise, improve, or reassure you. We talk about what marketing leaders and teams should be focusing on, how morale is impacted and as a leader what you can do, through to incremental gains, intelligent risks, and how to inspire yourself.

Enjoy.

Timestamps:

(04:20) Robin’s journey from Denmark to California and back again

(09:48) What sparked his career in marketing and his role at Salesforce

(13:46) Lessons learnt from the ’08 downturn – being incrementally better doesn’t cut it in a recession

(17:00) Why you’ve got to market yourself like a consumer brand

(20:01) How selling and marketing in a downturn changes

(22:11) What marketing budgets he protects first when there are cuts on the table

(26:27) Focus on things that move the needle. Do less but do it better.

(34:55) Keeping people motivated during hard times and the importance of leadership

(41:59) There is positivity in the market, but uncertainty can hamper your marketing

(43:05) Where Robin draws inspiration from

Follow Robin on LinkedIn: https://www.linkedin.com/in/robingdaniels/

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Creative leadership in a crisis: Michael Jeter, Zapier

Fri, 16 Sep 2022 08:00:00 +0000

This episode is pretty special. It’s a story that is truly unique, and one that hopefully isn’t going to be repeated for a long time. We talk to Michael Jeter who is the Creative Director at Zapier.

For those of you who don’t know, Zapier is a product that allows you to integrate web applications and automate workflows. Michael joined the business to spearhead a major rebrand. His team got cracking and worked on it for eight months.

They were about to launch when something happened. In this own words “It’s such an epic story. It’s one I’ll be telling for the rest of my career, because it’s truly unique.”It’s an inspirational story of reactivity, teamwork, leadership and the power of design.

Enjoy.

Follow Michael on LinkedIn: https://www.linkedin.com/in/michaeljeter/

Here is a link to Zapier to check them out: https://zapier.com/ (https://zapier.com/

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Creative innovation at a global giant: Jessica Bognar, Salesforce

Thu, 01 Sep 2022 08:00:00 +0000

Ever wondered what it’s like to be a creative leader at a global tech company with over 70,000 employees? Well, so did we. So to find out, Dave speaks to Jessica Bognar, Creative Director – Brand at Salesforce.

Salesforce is one of those iconic B2B brands, isn’t it? Less of a company, and more of an empire.Jessica joined the business in 2015, when they had a measly 10,000 staff. She came from an agency background, having worked on some awesome consumer brands and campaigns before she joined the B2B world.

But that insight set her up to have a fresh view on B2B. To ask questions, and take approaches that were viewed as perhaps less traditional. Like why you need to have fun and connect on a human level – even in B2B marketing!

Come join us for her insight on how to create bonds in such a large environment, the key to producing effective creative – and how a nugget of an idea from a copywriter swelled into a partnership with Matthew McConaughy…Enjoy.

Timestamps:
(02:58) Jessica’s journey to Salesforce
(08:10) The role of the brand group
(12:39) Her job as a teacher and collaborator making things happen
(14:08) How the role of creative has changed and the driving force behind it
(18:09) The ability to work with the Salesforce brand
(20:01) The moment that caused a shift in their creative approach
(23:53) Where she draws creative inspiration from
(30:30) The one project Jessica is most proud of in her career

Follow Jessica on LinkedIn: https://www.linkedin.com/in/jessicabognar/

I’m sure you don’t need us to link to who Salesforce are…but just in case. https://www.salesforce.com/uk/

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Women in creative leadership part 3: Ling Koay, Oneflow

Thu, 18 Aug 2022 08:00:00 +0000

You know when you’re scrolling through LinkedIn and someone just makes you stop? Well Ling Koay, Chief Brand Officer at Oneflow, is one of those people. She has a wonderful way of thinking and is so good at articulating her thoughts. As well as being kick-ass at her job, she’s a wonderful advocate of diversity and equality. We simply had to have her on the pod for the final instalment of our three-part ‘Women in Creative Leadership’ special.

If you don’t know Oneflow already, please check them out via the link at the bottom. Their brand isn’t ‘normal’ for a B2B tech company, but it’s brilliant, unique, attention-grabbing and suits them to the ground. All the work of Ling and her team.

Listen as Ling gives her views on what creativity is and techniques on producing new ideas. How people can find their superpowers. And how allowing them to be themselves will always make people more productive and happier.

This mini-series also aims to gauge the temperature of gender equality and diversity within the creative and marketing sides of the B2B tech industry. So we also hear Ling’s views on where we are in the fight for true equality. What more can be done, and how we as an industry can make sure that every talented female can climb the ranks into senior leadership positions.

Timestamps:
(03:33) How Ling started in copywriting and honing storytelling
(05:26) The role of brand at Oneflow and their unique look
(08:05) How brand is a competitive strategy
(10:00) Leadership is how you interpret it and the 2%
(13:05) The different between inclusivity in the Scandinavian tech industry and real life
(19:25) Challenges of recruiting with diversity
(30:06) Creativity is simple new ways to solve a problem
(36:42) The routine to allow creativity

Follow Ling on LinkedIn: https://www.linkedin.com/in/lingkoay/
Oneflow are a company that provides the complete platform for digital contracts. Check them out here: https://oneflow.com/

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Women in creative leadership part 2: Jess Ellis, Slack

Wed, 03 Aug 2022 08:00:00 +0000

Welcome to the second of our three-part ‘Women in Creative Leadership’ special. This mini-series aims to gauge the temperature of gender equality and diversity within the creative and marketing sides of the B2B tech industry. Where are we in the fight for true equality? What more can be done, and how can we as an industry make sure that every talented female has the opportunity to climb the ranks into senior leadership positions?

Our second guest to discuss these crucial issues is Jess Ellis, Senior Director, Integrated Brand Marketing at Slack, a company that needs no introduction. We first met Jess during her time with our client, customer engagement platform firm Khoros. She has such an interesting background having held creative roles in sport, entertainment, retail and of course tech.

Now she’s moved into a new role at Slack, we had to grab her for a chat about her thoroughly inspiring views on equality, team dynamics, values and leadership in the creative world – and much more.

Timestamps:
(03:24) – Jess’s background and career
(06:21) – How she builds a team in today’s environment
(09:42) – People are still feeling part of something when working remotely
(10:50) – Leadership is an opportunity to provide opportunity, inspiration and empowerment for everyone
(15:58) – How to inspire people creatively when working remotely
(19:03) – If you feel there is a glass ceiling, you’re in the wrong company
(22:18) – The opportunities to have a mentor and the benefits

Follow Jess on LinkedIn: https://www.linkedin.com/in/jellisstudio/

Visit Slack here: https://slack.com

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Women in creative leadership part 1: Larissa Schneider, Noname Security

Mon, 18 Jul 2022 08:00:00 +0000

Welcome to the first of our three-part ‘Women in Creative Leadership’ special. This mini-series aims to gauge the temperature of gender equality and diversity within the creative and marketing sides of the B2B tech industry. Where are we in the fight for true equality? What more can be done, and how can we as an industry make sure that every talented female has the opportunity to climb the ranks into senior leadership positions?

Our first guest to discuss these crucial issues is Larissa Schneider, Head of Marketing at Noname Security - leaders in API security. We first met Larissa during her time with our client, cloud computing firm Nutanix, whom she joined after they acquired her previous firm PernixData. The PernixData/Nutanix journey was a wild ride for Larissa, encompassing stints in Silicon Valley and her native Germany, an IPO, and a fairly rapid ascent up the leadership ranks.

Now Larissa is a creatively driven leader at a company that is truly making waves achieving “unicorn” status only one year out of stealth. As you’ll hear, she is inspirational, wise and well worth listening to.

Timestamps:
(08:51) – Larissa’s background and career
(12:48) – What inspired Larissa to get into marketing and the tech scene
(15:30) – Thoughts on where the tech industry is in terms of equality and opportunities for female marketers
(18:13) – How COVID enabled more opportunities for diversity through flexibility in remote working
(23:18) – The hiring process and how a change in approach can reap rewards
(27:09) – The role of mentors in her career

Follow Larissa on LinkedIn: https://www.linkedin.com/in/schneiderlarissa/

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The importance of empathy in B2B tech marketing: Lindsey Selden, Sumo Logic

Mon, 04 Jul 2022 08:00:00 +0000

Lindsey Selden is Creative Director, Brand at Sumo Logic - a SaaS analytics company on a mission to ensure its customers’ digital experiences are reliable and secure. Her role at the company encompasses brand, design, user experience, strategy, and marketing.

There’s one thing that links all these together: people. Human beings with needs, feelings, and emotions that B2B tech brands so often fail to acknowledge and connect with.

Listen as Dave and Lindsey discuss:

How Lindsey’s acting background influenced her approach to authentic human connection
Why empathy is so vital in brand design and communication
Building a community to engage your audience
Applying a creator-driven approach to B2B marketing
The questions to ask when hiring a creative team

Timestamps:
(03:08) – Lindsey’s career journey so far
(09:13) – What does Sumo Logic do?
(10:14) – Lindsey’s acting background and how that influenced her approach to authentic human connection
(12:44) – Storytelling in B2B marketing
(15:53) - How emotion comes into play in B2B marketing
(17:46) – Applying a creator-driven approach to marketing
(18:41) – Cross-functional marketing teams
(19:35) - The questions to ask when hiring a creative team
(22:35) – Empathy in B2B marketing
(24:14) – What kind of info makes personas valuable?
(26:26) – Finding the balance between rational and emotional communication
(28:51) – Tone of voice
(31:57) – Surprise and delight in marketing
(33:04) – B2B v. B2C marketing
(41:19) – The project or campaign that Lindsey’s most proud of from her career to date

Follow Lindsey on LinkedIn: https://www.linkedin.com/in/lindsey-selden/

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Getting the most out of your agency: Wei Kee, Shaped By

Thu, 16 Jun 2022 08:00:00 +0000

Wei Kee is Client Services Director at…Shaped By of course! She leads our client services team (aka the beating heart of the agency) who look after the full lifecycle of our client projects. But there’s far more to client services than that. Onboarding new clients, making sure existing ones feel nurtured, supported, and valued, ensuring we deliver on all our promises to them…Wei and her team have a lot on their plates.

Originally hailing from Singapore, we talk to Wei about her journey to Bristol, the nuts and bolts of what makes a great client-agency relationship, tips for both sides to keep it running smoothly, and of course Wei’s food Instagram gets a mention.

Listen as we discuss:

What makes a good client/agency relationship?
How to choose a creative agency
The pitfalls of treating your agency as a supplier rather than a partner
The processes in place to ensure that every client feels as looked after and valued as possible How marketers can be better clients

Timestamps:
(03:47) – Wei’s role at Shaped By
(05:09) – Wei’s career journey so far
(10:52) – What makes a good client/agency relationship?
(16:14) – The pitfalls of treating your agency as a supplier rather than a partner
(20:04) – How do you ensure every client feels as cared for and valued as possible?
(25:42) – How can you be a better client?
(29:40) – What’s a typical sticking point and how can you mitigate them?
(36:59) – How different time zones can impact managing client relationships
(44:16) – One project, campaign, or initiative that Wei is particularly proud of over any other

Follow Wei on LinkedIn: https://www.linkedin.com/in/wei-kee-5166a0a3/
Check out Wei’s food Instagram: https://www.instagram.com/mykeetchen/

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Leading a global creative team: Dmitry Shamis, HubSpot

Wed, 25 May 2022 08:00:00 +0000

Dmitry Shamis is Global Head of Creative at a company that really needs no introduction. But if you’re either from Mars or have been living under a rock for the past ten years, then HubSpot is a leading CRM platform that provides software for all kinds of businesses, from start-ups to enterprises.

In his role as HubSpot’s Global Head of Creative, Dmitry leads a global in-house creative team of over 120 people. Although he has over a decade of experience building teams and providing creative solutions in the world of B2B, Dmitry doesn’t have a typical creative leader’s career trajectory, having started out in sports management before pivoting to web development.

Listen as we discuss:

Dmitry’s journey from sports management to creative leadership
The importance of building relationships to create a strong creative team
Finding the balance between substance and flash
Setting your brand apart with emotion and storytelling
HubSpot’s Pirates of the Caribbean ad…

Follow Dmitry on LinkedIn: https://www.linkedin.com/in/dmitryshamis/

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Why a culture of creativity really matters: Lee Mincy, Gong

Fri, 06 May 2022 08:00:00 +0000

Lee is Director of Brand and Creative at Gong, a revenue intelligence platform used by over 2000 companies including Paychex, PayPal, Hubspot, LinkedIn, MuleSoft, Shopify, Slack, SproutSocial, Twilio, and Zillow. Our conversation comes at an exciting time creatively for Gong, having recently undergone a rebrand and ran a Super Bowl ad!

We talk about the challenges and rewards of working in creative for a tech company, the reasoning behind Gong’s recent rebrand, and much more…

Listen as we discuss:

The importance of building a brand framework
Why Gong chose to rebrand and the rebranding process
How Gong’s creative team developed its Super Bowl ad
Using storytelling to differentiate your marketing
Why B2B marketing doesn’t have to be boring

Timestamps:
(02:37) – Lee’s career to date
(05:08) – The challenges of working in creative at a tech company
(06:58) – What attracted Lee to his role at Gong?
(08:25) – What was the reason for the Gong rebrand?
(10:31) – Gong's rebranding process
(11:42) - Limiting the number of rebrand decision-makers
(12:22) - The evolution of logos in tech
(14:26) – Gong’s Super Bowl ad
(16:46) – Are B2B brands becoming more open to using humour in their marketing?
(20:10) – Using LinkedIn to be provocative
(24:05) – How challenging is it to create a visual identity that differentiates a brand in the marketplace?
(28:32) – The importance of differentiating your brand
(29:42) – Is there a set rebrand process or is every case different?
(35:05) – A project or campaign Lee is more proud of than any other…

Follow Lee on LinkedIn: https://www.linkedin.com/in/leemincy/

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Crossing the sales and marketing divide: Ben Bulpett, SailPoint

Mon, 25 Apr 2022 08:00:00 +0000

In this episode, we speak to a man who has bravely crossed the divide between sales and marketing. So are there similarities? What makes each department tick? How can they get on better? Ben is EMEA Marketing Director at SailPoint, a market leader in identity security for the modern enterprise.

He has over 30 years of experience in customer and partner success within the Cybersecurity and Enterprise Software arena, and his work has taken him across Europe, the Middle East, Africa & America. Having worked at enterprise companies like Oracle and Symantec, as well as start-ups, it’s safe to say he knows his stuff.

Tune in to hear Ben talk about his son wanting him to sponsor the England football team, how he bridges the gap between sales and marketing, being scared witless at accepting the role, building his knowledge, balancing intent intelligence with customer understanding, the power of un-gating your content and much more.

Timestamps
(00:46) - Who is Ben Bulpett
(04:15) – Selling services and consultancy vs product and licenses
(05:41) – The SailPoint journey
(08:36) – Involving sales leaders on the marketing journey & getting buy-in
(10:21) – Making the leap from sales to marketing leadership
(15:02) – How the B2B buying process has changed the relationship between sales and marketing
(17:33) – Balancing intent intelligence and understanding your buyer
(19:47) – Un-gating your content increases demand and rapport
(30:11) – How to build those close relationships with sales
(32:41) – The benefits of immersing yourself in other areas of the business
(38:58) – What is one campaign or project that you are most proud of?

Follow Ben on LinkedIn: https://www.linkedin.com/in/benbulpett/

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The power of personas: Frida Ahrenby, GetAccept

Thu, 17 Mar 2022 08:00:00 +0000

Frida Ahrenby is CMO at GetAccept, a digital sales room platform on a mission to radically redefine the way companies run sales. In her role, she’s responsible for the company’s global marketing strategy and execution in all markets.

Having grown the marketing team from three people to 25 over the past two and a half years, our chat with Frida comes at a really exciting time for GetAccept. It’s a wide-ranging chinwag, covering category creation, personal branding, and - most importantly - the power of hyper-relevant customer personas.

Listen as we discuss:

How to create detailed customer personas
Learning and evolving personas for your marketing
How brand creates demand
Encouraging employee advocacy and personal branding
What makes an effective leader in the B2B SaaS world

Follow Frida on LinkedIn: https://www.linkedin.com/in/frida-ahrenby-215353/

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The B2B marketing content conundrum: Ardath Albee, Marketing Interactions

Wed, 23 Feb 2022 11:00:00 +0000

Ardath is CEO & B2B Marketing Strategist at Marketing Interactions. She is a titan in the B2B marketing world with over 30 years of experience in business management and marketing as well the author of two books. It’s a journey that took her from starting as a consultant for her sister's marketing tech platform to now working with enterprise tech companies like Gong, Cisco Meraki and Dell Secureworks.

Ardath helps them with the thorny issue of content marketing, specifically with the goal of creating something that resonates. She argues that technology has wrestled back the power of buyers to customers in the way they buy. You need to create deeper connections with customers and generate higher demand from qualified, sales-ready prospects thanks to highly targeted, hard-hitting, personalised communications.

In this episode, we dive into the world of content and specifically what makes it good. We discuss how multiple pieces of it weave together to form a narrative that engages people and helps to drive momentum.

Listen as we also discuss:

How to break down internal silos and get different marketing teams all pulling in the same direction
Why we need to "get out of our own way" and create content that truly solves buyers' problems
The art of connecting a specific problem to part of the buying process
How selling tech is different from selling services – a more contextual relationship
The challenges at enterprise level of layers and approvals for marketing
Why you're giving your customers "whiplash" by separating out brand and demand-gen content

Follow Ardath on LinkedIn: https://www.linkedin.com/in/ardathalbee/
Check out her Marketing Interactions blog: https://marketinginteractions.com/blog/

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Balancing brand and creativity: Kathryn Thomas, Box

Fri, 11 Feb 2022 08:00:00 +0000

Kathryn is Director of EMEA Marketing at Box. She has risen through the ranks in the marketing department at Box and has 10 years of experience working in tech marketing in the US and UK. Before joining Box, she worked at Dell EMC and also agency side as a B2B marketing specialist giving her a view of processes and areas she recreated at Box.

Box is a Cloud Content Management company that can call 68% of the Fortune 500 and 97,000 companies their customers. One of their values is to blow their customers’ minds every day, and this helps to create an environment of experimentation and creativity.

At a time of growth over the last few years, we talk about how you can encourage creativity while controlling it, how marketers can get too tech happy, and the fundamentals marketers need to focus on for success.

Listen as we also discuss:

How Field Marketing has evolved
The nuances, maturity, and challenges of different markets
Some of the issues that a demand gen approach and educating the market
How customer understanding is pivotal to success as a marketer, and how they launched a research team internally
The balance of experimentation and creativity while protecting the brand
The skills she values in her marketing team

Follow Kathryn on LinkedIn: https://www.linkedin.com/in/kathryn-thomas-415b1a4b/

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Social media for B2B brands: Luke Brynley-Jones, OST Marketing

Thu, 27 Jan 2022 08:00:00 +0000

Luke is the founder and managing director of OST Marketing, a B2B social media agency. With a wealth of experience, Luke is an expert B2B social media strategist. From creating an online community for people with epilepsy to launching his own social networks and even running conferences across the US and Europe, featuring many of the early leaders in social media - Luke is a leader in his field.

OST Marketing is a multi-award-winning team behind some of the world’s most successful B2B brands on social media. Operating in eight countries and languages, their current client roster includes Salesforce, Gett, Bayer, and Infosys.

Listen as we discuss:

The differences between B2B and B2C approaches to social media
How important personal brands are on social channels
Trends that B2B marketers should be aware of
The value of community and staff advocacy
Setting a meaningful social measurement framework that works for you

Follow Luke on LinkedIn: https://www.linkedin.com/in/lukebrynleyjones/
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Building brave brands: Gwen Lafage, Sinch

Wed, 22 Dec 2021 08:00:00 +0000

Gwen is VP Brand at Sinch, one of the fastest-growing tech companies in the world. In her role, Gwen helps to both implement and evolve the brand as well as working on the mergers and acquisitions part of the business, helping to integrate the new companies brought under the Sinch umbrella.

Gwen is a brand builder and B2B tech marketing leader at the top of her game. She’s dedicated her career to building strong brands, having spent a decade working in the top advertising agencies before opening an art gallery in San Francisco. She returned to marketing for B2B tech companies in Silicon Valley.

Sinch is a leading cloud communications platform that allows businesses to reach every mobile phone on the planet, in seconds or less, through mobile messaging, voice, and video. Based out of Stockholm, and with a local presence in more than 30 countries.

At a time of rapid growth for Sinch, we talk to Gwen about the challenges this brings, her career, her love for advertising, and her own podcast, the Tech Marketing Podchat.

Listen as we discuss:

What B2B marketers can learn from B2C brands
How to build a reputation for your brand
The importance of defining your company’s values
How a good brand will continue to evolve and grow over time
Building a brand that works for your team and stakeholders

Follow Gwen on LinkedIn: https://www.linkedin.com/in/gwen-lafage-9500381/

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Why marketing is mission critical to B2B tech firms: Ashley Stepien, Ramp

Tue, 07 Dec 2021 08:00:00 +0000

Ashley is Vice President of Marketing at Ramp. She started in sales which developed her superpower of creating a great relationship between the marketing and sales teams! She’s worked at some fantastic tech companies like Marketo, Oracle, Wipro, and Pendo giving her insight into marketing operations and software before joining Ramp.

Ramp is disrupting a tired space. They are building the world's first finance automation platform designed to save businesses time and money. This conversation was inspired by a LinkedIn post from Ashley that captured the essence of why it’s such a good time to be a tech marketer. We talk about her post and delve into more detail on the points made, and chat about so much more.

Listen as we discuss:

Why marketing is mission-critical in B2B tech companies
How marketing can inform the strategy of the company
The power of a creative organisation
Encouraging her team to drive MarTech exploration and adoption
Why embracing the ‘weird’ can work wonders

Follow Ashley on LinkedIn: https://www.linkedin.com/in/ashleybrucker/

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Creativity in demand generation: Mat Harper, Palo Alto Networks

Mon, 06 Dec 2021 08:00:00 +0000

Mat is a Senior Manager, EMEA Demand Generation at Palo Alto Networks. Mat has risen through the ranks at Palo Alto Networks in their demand generation hub. He started his journey with them specialising in email marketing and automation and has explored a variety of roles from Marketing Program Manager and Chief of Staff, EMEA Marketing to his current position.

Palo Alto Networks is a multinational cybersecurity company. They are an ambitious and boundary-pushing business, that continually delivers innovation to enable secure digital transformation—even as the pace of change is accelerating.

At a time when their business is growing, and the demand generation hub goes from strength to strength, we chat about the culture of innovation and so much more.

Listen as we discuss:

Creativity in demand generation
How hackers inspire his team
Why cybersecurity is a more creative industry than you might think
The challenges of creativity in a global giant vs. a start-up business

Follow Mat on LinkedIn: https://www.linkedin.com/in/matharper

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Is tech marketing more creatively brave than ever? (Live panel debate)

Thu, 25 Nov 2021 08:00:00 +0000

In the first of our Changemaker roundtable events, we invited an expert panel of senior tech marketers, Gleb Brichko, VP Growth, and Global Demand Generation, Rubrik, Rebecca Clayman, Head of Brand, Cloudflare, Robin Daniels, CMO, Matterport, Shikha Saxena, Head of UK Marketing, Globant, and Jess Ellis, Senior Director of Brand Marketing, Khoros, to discuss ‘is tech marketing more creatively brave than ever?'

Shaped By co-founder Nick Farrar talks to our panel about the findings from Perspective 2021, our survey of over 200 senior marketers in SME and enterprise tech fuelled companies, and our panellists’ individual experiences in the ever-changing world of tech marketing, along with valuable advice for fellow marketers.

Listen as we discuss:

How is tech marketing creatively brave?
How to encourage bravery and create a safe space for exploration and experimentation
The importance of creating a story and emotional marketing
Shifts in marketing format and content, what’s here to stay?

Follow our expert panel on LinkedIn: Gleb Brichko: https://www.linkedin.com/in/glebbrichko/
Rebecca Clayman: https://www.linkedin.com/in/rebecca-clayman-975b333/
Robin Daniels: https://www.linkedin.com/in/robingdaniels/
Shikha Saxena: https://www.linkedin.com/in/shikha-technology-marketing/
Jess Ellis: https://www.linkedin.com/in/jellisstudio/

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The role of creativity in ABM: Nancy Harlan, UiPath

Thu, 18 Nov 2021 08:00:00 +0000

Nancy Harlan is an ABM leader with a formidable record of success. She’s currently responsible for global ABM and customer marketing at UiPath. Prior to that, she spent eight years building SaaS & data analytics firm Qlik’s ABM function from the ground up into a comprehensive global operation that delivered eye-watering year-on-year revenue growth

.Successful ABM programs today are underpinned by some mighty impressive tech. But to what extent do they also rely on creativity? Is ABM an inherently creative discipline? And how does Nancy inspire her team to take risks and try new things?

We talk to Nancy about her career so far, why she loves working in ABM and how creativity can help her team to make the most from modern ABM.

Listen as we discuss:

The role creativity can play in modern ABM
The value and impact of ABM for businesses
How to encourage your team to push boundaries and unleash their creativity
Finding inspiration within your organisation
How creative businesses thrive on restriction

Follow Nancy on LinkedIn: https://www.linkedin.com/in/nancy-carlyle-harlan-3b09027/

Don’t forget to subscribe to our Changemaker podcast for new episodes.

Send us a message if you enjoyed this episode