One B2B brand on adopting B2C tactics to drive awareness
Faced with a saturated market and diminishing returns from performance marketing, Typeform is focusing on creative brand-building to generate long-term growth.
In the world of B2B software, where growth pressures are intense and metrics are king, Typeform’s senior director of brand marketing is following a different course. Kevin Branscum was brought in two years ago to the newly created role and has been on a mission to expand the company’s approach to marketing in an increasingly competitive landscape.
With B2B and B2C experience from brands including Michael Kors, Uniqlo and Smartsheet, survey-building platform Typeform hired Branscum to overhaul its marketing strategy, moving the brand away from a purely performance-based approach to introduce brand building.
He describes the SaaS landscape and the area it operates as “increasingly competitive”. “There are so many options out there in our space, not just in SaaS, but in survey makers,” Branscum tells Marketing Week. “Most of our marketing was very much bottom of the funnel, performance marketing, aimed at those who were ready to purchase. But that doesn’t really work anymore, especially when there are so many options.”
