Brand, The New Demand Gen
Brand sits outside the funnel, so teams that cut it fall off the buyer shortlist. Benjamin Shapiro is the founder and CEO of I Hear Everything, the B2B podcast network behind the MarTech Podcast, which he has hosted since 2018 across more than 2,400 episodes. Bain & Co. and Google found that 86% of buyer journeys start with a shortlist of about three companies, and 90% of the time the winner comes from that list, leaving everyone else a 10% chance. The Ehrenberg-Bass Institute puts only 5% of a market in buying mode, with three more hurting buyers behind each one, so the play is reaching the…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.