208: Building a Marketing-Driven B2B Organization

"So, a brand walks into a bar…What drink does it order?" And no, it's not the start of a joke, instead, it's a question that CMO Paz Macdonald asks when thinking about brand. When she joined Software AG in 2019, it was clear that the 50-year-old enterprise software company's brand needed a massive overhaul—they had a great reputation but poor brand awareness. It was time to stop being the brand that would order a still water at the bar, and instead order a sensible, inviting cocktail with the confidence of a globally recognized brand that knew it was making a difference. In this episode, Paz shares the story behind Software AG's rebrand, and how a comprehensive brand audit, a completely new website, and an inspiring "living connections" message has built a well-oiled, marketing-driven organization. She also discusses B2B rebranding best practices with full transparency, like how much to involve employees, why companies should seriously consider using an outside marketing firm, and more. Check it out!