Beyond Clicks: Building B2B Brands with Offline Ads with Amrita Gurney

#287 Brand Marketing | In this episode, Matt is joined by Amrita Gurney, a veteran B2B marketing leader who has scaled some of Canada’s fastest-growing startups and now works as a fractional CMO. At Float, she led bold offline campaigns, from billboards and buses to TV spots, that helped the company stand out against major banks and build lasting brand recall.Matt and Amrita cover:Why offline ads like billboards and transit campaigns are making a comeback in B2B marketingHow creative choices — bold colors, emotional messaging, and relatable personas — can make or break brand campaignsWhat B2B marketers should know about budget allocation, measuring recall, and balancing brand vs. performance marketingWhether you’re running your first brand campaign or rethinking your spend mix, this episode will give you fresh ideas on how to stand out in B2B marketing.Timestamps(00:00) - – Intro (02:00) - – Amrita’s background and career journey (03:20) - – Why Float invested in offline ads (05:00) - – Launching their first billboard campaign (07:00) - – Taking bold risks with creative (09:00) - – Human-centered messaging vs. product copy (11:00) - – Expanding into buses, subways, and airports (14:00) - – Testing (or not testing) creative concepts (15:00) - – What brand recall really means in B2B (17:00) - – Measuring lift from offline campaigns (20:00) - – Balancing brand vs. performance spend (22:00) - – Lessons from consumer marketing in B2B (24:00) - – How they chose cities and placements (27:00) - – Budget breakdown and allocation (31:00) - – Tracking TV ad performance (33:00) - – How long to run campaigns for impact (34:00) - – Advice for marketers considering offline ads (36:00) - – Closing thoughts and takeaways Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more