Ex-ClickUp CCO on building B2B brands that win in the AI era | Melissa Rosenthal

Melissa Rosenthal (CEO at Outlever and Ex-CCO at at ClickUp) thinks most B2B companies won’t survive the next few years. In this episode, we talk about why cold emails don’t work anymore, why content is getting worse, and how smart companies are building brands people actually care about.------------------------------0:00 – 0:50 Intro0:51 – 2:58 Are we in the era of B2B commoditization? 2:59 – 4:43 Why most B2B companies shouldn’t exist 4:44 – 7:56 You’ve got a great product and money in the bank - now what? 7:57 – 11:33 Building a media company inside your company 11:34 – 16:00 Creativity in B2B - how to not be boring16:01 – 19:50 The future of content, websites, and SEO19:51 – 21:30 Why marketing is in an identity crisis21:31 – 26:20 Outbound is dead. Here’s what works instead26:21 – 30:13 What “brand” actually means (and how to build one from scratch)30:14 – 33:50 What B2B can learn from B2C (but shouldn’t copy blindly)33:51 – 40:43 Quickfire roundClick here to view the episode transcript. ------------------------------B2B Vault - Get better at B2B marketing and learn from the best B2B experts -> https://www.theb2bvault.com/ContentMonk - content marketing agency that makes B2B brands stand out, become category leaders, and drive SQLs -> https://www.contentmonk.io/