Building a B2B Challenger Brand

Welcome back to B2B Needs Draper, where we delve into the art of B2B marketing and chat with industry leaders to gain insights into their strategies. In this episode, we speak with Sumi Shukla, the Vice President of Marketing at Riverbed Technology, to uncover how her team competes in a challenging market against industry giants like Cisco and Dell. Sumi shares her thoughts on the importance of understanding the audience, leveraging new channels like video and employee advocacy, and finding the balance between rational and emotive communications. We also discuss:Challenges in maintaining creativity in B2B marketingEmbracing video as a key channel for reaching and engaging the target audienceIncorporating emotive and opinion-driven content in localized effortsDrawn inspiration from B2C campaigns