The Changemakers

In this episode of The Changemakers, Dave welcomes back Melissa Rosenthal - marketer, media veteran, and now co-founder of Outlever - for a conversation that unpacks how companies can truly own their voice through thought leadership.With experience leading creative at ClickUp, along with shaping the rise of media brands like BuzzFeed and Cheddar, Melissa brings a unique perspective on why traditional media models are no longer enough - and what brands should be doing instead.She shares the story behind founding Outlever, a platform helping B2B companies transform into modern media hubs by amplifying subject matter experts, customers, and partners - not just executives. This isn't about vanity publishing. It's about scale, speed, and relevance. Melissa explains how AI-powered media listening, layered with editorial expertise, can surface the right angles, elevate authentic perspectives, and unlock a new kind of brand-building: one rooted in trust, timeliness, and community insight.If your brand's thought leadership strategy starts and ends with LinkedIn posts or recycled threat reports, this conversation is the wake-up call you need. Melissa dives into why most companies are still stuck in old playbooks, how to break out of them, and what it takes to create a differentiated voice in crowded markets - especially when budgets are tight and attention is scarcer than ever.Whether you're leading marketing at a tech company, building brand awareness in a crowded category, or rethinking your content strategy, this episode is full of practical insights and fresh thinking on how to turn thought leadership into a true business asset.Timestamps:00:00 Introduction and Podcast Overview00:34 Upcoming Trip and Recent Projects01:17 Episode Focus: Thought Leadership in B2B02:18 Guest Introduction: Melissa Rosenthal04:32 Melissa's Journey and Founding Out Leave13:14 The Role of AI in Thought Leadership16:10 Trends and Insights from Out Leave's Platform21:02 Challenges and Differentiation in Branding24:54 Conclusion and Future DirectionsSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Here's another of our Byte-Size episodes! These are little chats between the team at Shaped By, sometimes about creativity in B2B, sometimes about something completely different.In this one, Nick Farrar, Founder and CEO of Shaped By, and Jess Evans, Head of Delivery, get into B Corp. Why did we become a B Corp? What does it mean for us as an agency? And what's next, both for us and for B Corp more broadly? They cover everything from the certification process to the ongoing work of embedding B Corp values in a way that actually makes a difference - not just a badge for the website.00:00 Introduction to the podcast00:15 Why Shaped By became a B Corp02:03 What B Corp means to us04:25 The role of SMEs in driving change06:48 The certification process - how tough was it?10:14 Where we did well (and where we could improve)14:29 What we've done in our first year as a B Corp17:02 Plans for 2025 and beyond21:18 The bigger picture: what's next for B Corp?24:41 Embedding B Corp values into agency life27:05 Wrapping upSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Motion design is often the unsung hero of brand and product storytelling - especially in B2B tech. But what does it take to bring complex, sometimes ‘unsexy' products to life? And how can you move beyond one-off animations and build a scalable, strategic motion system that strengthens a brand over time?First, Joshua Baron, Senior Brand Designer – Motion at Jasper, shares his approach to crafting motion systems that bring clarity to intricate products, the balance between abstraction and realism in design, and the evolving role of AI in motion.Then, Peter Dickinson, Head of Motion at Skyscanner, dives into the power of motion systems at scale, how consistency builds brand trust, why motion should have a seat at the table from day one, and how to develop flexible guidelines that adapt across platforms.If you're a motion designer, marketer, or creative looking to sharpen your approach to motion in branding, this episode is packed with insights on both the craft and strategy of motion design.Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Welcome to another byte-size episode! In this one, Dave and Alex, Shaped By's marketing director, chat about the upcoming webinar on the challenges of working with founders to build a strong brand. They cover the common roadblocks - like navigating emotional attachments, getting buy-in from disengaged founders, and aligning leadership on brand direction.They also introduce the expert panel joining the webinar:• Kira Klaas – VP of Corporate Marketing at Later• Tim Bauer – Director of Brand Experience at Scale AI• Tom Ovens – Creative Director at Shaped ByIf you work with founders this session is packed with insights on turning vision into a brand that actually works in the market. To join the conversation register here: https://shaped-by.com/building-a-founder-led-b2b-brand/And here's the link to Kira Klass's brilliant Substack 'On Brand': https://kiraklaas.substack.com/Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

So here it is, the first ever “Part 2” in the history of The Changemakers. And it's nothing less than a pleasure to bestow that honour on our guest, Carta's creative lead Dave Breckon.In Part 1, our Dave's (we'll call him Dave C) conversation with Dave B explored his wonderfully diverse career path, delving into the various lessons he learnt as he wound his way from the cobbled streets of Brighton to the bright lights of London, Madrid, Copenhagen, New York and San Francisco.Part 2 sees Dave and Dave hooking up again to discuss how those experiences have shaped Dave B's perspectives on design and creativity.Their conversation touches on a range of subjects including managing in-house teams, fostering a culture of kindness, the evolving role of agencies, the application of AI in the creative process, and the challenges of scaling a brand in the dynamic fintech industry. They also delve into the nuances of building brand consistency while adapting to rapid changes in the market.If you haven't checked out Part 1, you can watch it here: https://youtu.be/kpPkTFYqHRESend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Most of our previous episodes to date on The Changemakers have focused on a particular area of B2B tech marketing or branding that has the power to be elevated by creativity.For this one, we're taking a bit of a departure from that, and going deep into one creative leader's journey. Why? Because it's equally inspiring, especially for designers out there who may not have everything figured out just yet!Dave Breckon is Creative Lead at the fintech firm Carta. In this episode, our Dave chats with his namesake about his rather unconventional career path, from growing up in a creative family, starting out in photography, working in various studios in the UK and Spain, transitioning from freelance work to in-house roles at tech firms in Europe and the US.Listen to Dave's story, and you start to understand the importance of adapting to different cultures, embracing uncertainty, and fostering collaboration. It also offers valuable advice for aspiring designers on navigating the design industry and finding personal fulfilment in their careers.And the great news? This is only part one! In part two, we delve into how Dave's career has shaped his perspective on the current design and creative landscape. Just like this one, it's not to be missed.Timestamps:00:00 Introduction and Warm Welcome01:07 Early Career and Creative Beginnings01:52 Family Influence and Creative Environment09:06 Passion for Photography and Education13:20 First Steps into Design and Freelancing16:21 Transition to Design Studios and Learning20:35 Life in Spain and Career Growth24:20 Return to the UK and Agency Work27:14 Embracing Startup Culture33:46 High Salaries and Remote Work Challenges34:45 Creative Company Culture and Remote Events35:56 Transition from Office to Remote Work38:36 Cultural Differences in Work Environments46:58 Career Journey and Mentorship01:01:29 Advice for Aspiring Designers01:05:33 Conclusion and Future Discussions Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Vincent Sacco is a brand leader who has been in the trenches and, having built brands from the ground up at multiple fast-growing tech companies, has wisdom to impart in absolute spades. He currently leads the creative team at Fivetran, a data management platform that has seen explosive growth, expanding from around 400 to over 1100 employees during Vincent's 3.5 year tenure. Previously, he built the brand at fintech startup Blend as they underwent rapid scaling. Vincent's unique background also includes branding San Francisco's pioneering food trucks in the early days of the food truck movement. In this episode, Vincent shares his hard-earned wisdom on building a brand amidst hyper-growth. Some key topics covered:How Vincent transitioned from branding bars and food trucks to tech startupsThe challenges of establishing a brand when a company has found product-market fit and is scaling rapidlyKey first steps to take when you need to build a brand fastHow to get buy-in across the company and turn everyone into "brand cheerleaders"Partnering with product marketing to align brand and productEngaging engineers and developers who are typically harder to reach with brandCollaborating cross-functionally and getting the C-suite aligned with the brand visionAdapting the Fivetran brand for the enterprise market while retaining its distinctivenessThe importance of brand flexibility and rolling with unexpected sources of brand affinityWhat's next for the Fivetran brand as the company continues its rapid ascentTimestamps:00:00 - Introduction and Vincent's background 03:51 - Joining Blend and Fivetran amidst hyper-growth06:12 - First steps to building the brand foundation 09:22 - Getting company-wide brand buy-in 14:18 - Aligning brand with product marketing 17:34 - Engaging technical audiences with brand 21:35 - Cross-functional collaboration on brand 25:28 - Tailoring brand for enterprise without losing soul 30:44 - Leveraging organic sources of brand affinity 33:49 - The future of the Fivetran brand 35:36 - ConclusionSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Here's the second of our new Byte-Size episodes! These are little natters between our team at Shaped By, on...well, anything really. Mostly related to creativity in B2B, But maybe the odd one about cake or something.In this one, hosts Nick Farrar, Founder and CEO, and Alex Waite, Marketing Director at Shaped By, dissect key insights from the Bring Your Own Bold (BYOB) Virtual Summit. Themes include the importance of authentic and bold branding in the B2B sector, strategies to stand out in competitive markets, and the resurgence of brand investment. They also discuss the pivotal role of AI in business, touching on both the opportunities and challenges it presents. 00:00 Introduction to the podcast00:14 Reflecting on the BYOB Virtual Summit01:37 Defining and Embracing Boldness03:13 The Importance of Authenticity and Differentiation07:18 Key Themes from the Summit09:22 The Renaissance of Brand Focus13:43 Aligning Brand with Audience Values15:13 Unexpected Insights from CMOs and CFOs16:46 Bridging the Gap: Marketing and Finance Collaboration19:57 AI in Business: Opportunities and Challenges22:27 The Future of AI: Navigating Rapid Changes24:41 The Strategic Importance of Brand26:35 Female Leadership in a Male-Dominated World28:32 Conclusion and Where to Watch MoreCheck out all the sessions from Bring Your Own Bold here: https://shaped-by.com/byob-event/Send us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Li-Anne Dias is a design leader who has shaped world-class brands and led high-impact design teams. Currently she leads brand and enterprise growth design at Handshake, a software firm that enables schools, companies, and students come together to help students and recent grads make career moves. Her previous achievements include building Reddit's first brand identity and design systems as the company's first brand designer, and scaling Grammarly's brand design team as the company grew revenue growth from $43M to over $250M.In episode 46 of The Changemakers, Li-Anne sits down with Dave to share her thoughts on what goes into making great creative work.They discuss her journey in brand design, insights on balancing creativity with strategy, and the significance of iterative processes and embracing failure. They also delve into the role of creative leaders in maintaining hands-on involvement and evolving a brand. They chat about how Leanne's experience at Handshake, including their successful rebrand, highlights the importance of perseverance and collaboration in achieving great creative outcomes.00:00 Introduction to the Podcast and Guest00:59 Defining Great Work01:37 The Role of Creative Leaders02:46 Conversation with Leanne Diaz Begins03:20 Leanne's Journey and Experience07:57 Making Great Work Happen17:58 The Importance of Strategy in Creative Work24:02 Leveraging Past Insights for New Projects26:08 The Creative Director's Journey27:33 Balancing Leadership and Hands-On Work35:48 The Importance of Brand Voice42:42 Achieving Great Work Through Team Effort47:07 Concluding Thoughts on Great WorkSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Welcome to our new byte-size episodes! These are little natters between our team at Shaped By, on.....well, anything really. Mostly related to creativity in B2B. But maybe the odd one about cake or something.In this one, Dave and Alex, Shaped By's marketing director, chat about the agency's annual virtual summit, 'Bring Your Own Bold' (BYOB), scheduled for October. The event features back-to-back webinars and discussions centred on building bolder B2B brands. Dave and Alex discuss why they put the event on every year, who it's aimed at, and which of the sessions they're looking forward to. They also spill the beans on a couple of upcoming sessions that haven't been officially added to the agenda yet. Oops...Check out the Bring Your Own Bold agenda and register here: https://shaped-by.com/byob-event/It's free, and it's going to be awesome!00:00 Introduction to the Change Makers00:16 Introducing Bite-Sized Episodes00:52 Bring Your Own Bold Event Overview01:38 Why We Host BYOB04:30 Exciting Sessions at BYOB05:03 Exploring Weirdness in B2B05:57 Balancing Short and Long Term Wins10:40 Female Leadership in a Male World11:36 Positioning Creativity as a Business Driver12:50 Unlocking Your Creative Team's Ultimate Toolkit06:26 Integrating AI Tools17:50 Getting the Most Out of Your Creative Agency20:24 Adapting to Build Brands24:58 Conclusion and HousekeepingSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

We're stepping back into the world of big brand creativity! In this episode, Dave chats with Omar Fahmi, the creative mastermind behind Virgin Media O2 Business' in-house agency.Ever wondered what it's like to steer creativity in a corporate giant? Omar pulls back the curtain on:The challenge of combining two distinct consumer brands - and adapting them for a business audienceBuilding an agile and motivated in-house agency teamKeeping the creative spark alive in a corporate environmentThe secret sauce behind his team's "family-like" culture (spoiler: it involves innovation days and breaking down silos)Get the inside scoop on balancing short-term wins with long-term brand building, and learn how clear communication keeps this massive creative engine humming.Whether you're a creative leader, senior marketer, or just curious about the inner workings of big tech creativity, this episode is packed with actionable insights and behind-the-scenes stories you won't want to miss.Tune in for a dose of inspiration and a glimpse into the inner workings of in-house creative teams in the B2B tech world.00:00 Welcome to the Change Makers00:51 Introduction to Virgin Media O202:12 The Power of Brand Unification04:01 Clientele and Market Focus05:27 Building an In-House Creative Team07:54 In-House vs. Agency Dynamics14:10 Maintaining Brand Consistency17:01 Innovation and Engagement Strategies23:52 Marketing Team Dynamics24:47 Innovation Day Activities27:04 Showcasing Internal Work31:44 Defining Success for the Team36:45 Building a Creative Culture39:39 Challenges and Opportunities in B2B44:57 Conclusion and Final ThoughtsSend us a message if you enjoyed this episodeIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Rebrand versus brand evolution. What's the difference, and how do you determine which is right for you?In this episode of The Changemakers, Dave is joined by Nick Levesque, Creative Director at Asana, to discuss the nuances of evolving a brand expression.As Asana nears the end of its own brand refresh, it was a timely chat about the process. Nick and Dave delve into approaches to evolving brand image, the importance of distinctive brand assets, and the balance between maintaining consistency and fostering creativity.The conversation covers the challenges and strategies involved in refreshing a brand, the role of audience perception, and leveraging research to guide decisions. Nick also illustrates the careful considerations needed to align visual identity with company growth and evolving audience expectations.If you want more pearls from Nick on all things brand and his journey, follow him on LinkedIn here.00:00 Welcome to Changemakers: A Deep Dive into Brand Evolution00:17 Introducing Nick Levesque: The Creative Mind Behind Asana's Brand Evolution02:02 The Essence of Brand Evolution vs. Rebranding03:01 Insider's View: Asana's Approach to Brand Evolution03:38 Signals and Reasons for a Brand Refresh09:25 The Strategy Behind Targeting Different Audiences16:17 The Creative Process and Agency Collaboration in Brand Evolution21:59 Balancing Consistency and Experimentation in Branding24:51 Revamping Brand Imagery: A Creative Journey25:24 The Power of In-House Creativity and Experimentation27:04 Navigating Internal Brand Evolution: Strategies and Challenges28:16 Collaborative Brand Audit: Engaging Teams for Insightful Feedback30:22 Building a Business Case for Creative Projects35:24 Distinctive Brand Assets: Balancing Innovation with Tradition41:37 Reflecting on the Rebranding Process: Achievements and Insights44:56 Dream Rebranding Projects: A Creative Director's PerspectiveIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

In this episode of The Changemakers, brought to you by Shaped By - our creative director Tom Ovens lifts the lid on the secret art of sound design by interviewing freelance sound designer, Adam Legg. They delve into the intricacies of sound design including the definition, the process of creation, and the difference between a ‘meh' sound, and one that's impactful.Sound design in a B2B space brings so much to the table. It helps to control the pace, brings emotion, and can be a real differentiator. So we unpacked it for those of you interested in how it all works.Adam gives insight into his creative process, balancing sound design with music, and offers a glimpse into how he keeps himself creatively driven. The conversation also veers into the symbiotic relationship between visuals and sound, and how a shift in their traditional sequence can result in a dynamic output.Timestamps:00:00 Introduction to The Changemakers Series00:14 Guest Introduction: Adam Legge, Freelance Sound Designer01:21 Deep Dive into the Art of Sound Design01:51 Adam's Perspective on Sound Design03:51 The Role of Music in Sound Design05:32 Adam's Creative Process08:12 The Challenge of Time Management in Sound Design10:10 The Use of Libraries and Starting from Scratch13:05 Sound Design Inspirations and Heroes18:16 Brands Excelling in Sound Design20:35 The Potential of Sound Leading the Creative Process26:11 Closing Remarks and Future CollaborationsIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Even just a few years back, you would naturally think of pretty much any fintech firm as a challenger brand. A digital disruptor to a financial sector that badly needed disrupting.But today, fintech is fast becoming mainstream, if it isn't already. And its “challenger brand” tag feels increasingly redundant, given the extent to which many established financial services firms are pivoting what they do to challenge fintech pioneers - especially when it comes to digital, UX and so on.One guest wasn't going to cut it for such an important discussion. So for this episode, we welcome three amazing design leaders - Aaron Robbs, Creative Director at Ramp, Michael Jeter, Executive Creative Director at Stripe, and Nick Farrar, Founder and Managing Director at Shaped By.Between us, we delve into how great design can help differentiate fintech companies and build robust and memorable brand identities. Across the discussions, we also explore techniques to build trust, the power of design in gamification, and the importance of founder understanding and support in fintech.And guess what? After two years of being an audio-only podcast, you can now watch on YouTube too! Each of this episode's three discussions is available to view over there, on Shaped By's brand new channel. Timestamps: 00:00 Introduction and Podcast Changes00:16 The Evolution of the Change Makers Podcast01:16 The Role of Brand and Design in Fintech02:43 Interview with Aaron Robbs, Creative Director at Ramp03:56 The Importance of Design Principles and Team Dynamics16:21 The Balance Between Brand and Performance Marketing21:17 Interview with Michael Jeter, Executive Creative Director of Stripe22:57 The Role of Craft, Beauty, and Culture in Branding26:09 The Challenges of Building a Brand Around an Invisible Product26:34 The Challenge of Branding in Fintech27:54 The Role of Design in Branding28:24 The Importance of Craft and Beauty in Branding29:27 The Impact of Company Culture on Branding30:28 Infusing Technology into Branding33:22 The Power of Self-Serve Design Tools35:25 The Role of Founders in Branding35:57 The Future of Design in Fintech39:03 Interview with Nick Farrar, Founder of Shaped By40:30 Building Trust through Design49:29 The Power of Gamification in Fintech55:19 Final Thoughts on Design in FintechIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Becca Chambers may be an award-winning technology brand-builder, storyteller, strategist and advisor.But when it comes down to the impact that her work has on the people that it touches, her tireless work as a neurodiversity champion and advocate is up there with any of those achievements.Becca has ADHD. She describes it as “a catalyst for my success in the creative world of brand, communications, and messaging”, and one of the driving forces behind her “scrappy get-sh*t-done attitude”.But for every Becca in the workplace, there are countless others who know their neurodivergence is a creative superpower, but don't have the support or tools they need to thrive in their unique way. Why? Because despite all of the great strides that companies have made around diversity awareness, neurodiversity is rarely included in these conversations.Becca is on a mission to change all of that. As a parent of an autistic child, Changemakers host Dave Corlett is a huge admirer of what she's doing to make workplaces more accessible to current and future neurodivergent colleagues. So join Dave and Becca as they deep dive into:Becca's journey to executive level as a neurodivergent individualthe strengths that neurodiverse people bring to the workplacehow Becca has personally influenced and driven positive change at the organisations she's worked athow the hiring process needs to change to better support neurodiverse candidates…and much more.You'll love Becca's infectious enthusiasm from the first minute. The best way to get more of it, and follow her journey as a neurodiversity champion, is to follow her on LinkedIn here.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

“I don't need much sleep. And I love to take on a good challenge.”Take one look at Christian Flaccus' resumé, and it's clear to see that both of these things are very true indeed.He founded his first business, an e-commerce startup, in 1997 - then swiftly went and set up his own agency (whilst still remaining on his startup's board). Not content with that, at various points during his agency life Christian also started a record label (Brave & Dizzy Records), opened (and closed) one of the first global street art online shops, and co-founded an incubator and house for dedicated dev teams for cloud-based SaaS projects called co.brick.Brave & Dizzy and co.brick are still Christian's side-hustles. But since early 2021, his main focus has been spearheading brand design excellence at Celonis - Germany's most valuable startup, and a pioneer in the hugely exciting and fast-growing field of process mining technology.As the company's Chief Design Officer, Christian has taken the Celonis brand on an epic journey of disruption. But voyages like this aren't undertaken alone. Disruption is uncomfortable for some people, and downright scary for others. So how do you bring everyone along on the journey, in ways that don't just help them to understand why the company needs a disruptive brand - but gets them to fully buy into it, so they carry the torch as well?Join Dave and Christian as they go deep into why game-changing technology needs game-changing branding to match - and how to get your team to tune in and enjoy it in the same way that you enjoy crafting it.For more info on Celonis, check them out at celonis.de. And make sure you follow Christian on LinkedIn - he's a really top guy and well worth connecting with. If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Ari Yablok is the Head of Brand at Island, the Enterprise Browser. If that sounds like a pretty simple description of what Island does, then there's a very deliberate reason for that. And it's a reason that has seen Dave fall completely in love with the brand strategy, identity, narrative and messaging that Ari has created for this Israeli startup that is going global pretty rapidly.Everything about Island exudes simplicity. The idea behind the product. The product itself. The experience of using it. The problem it solves. It's easy, clear and stress-free. And this is all reflected perfectly in the simple, clean, zen-like brand experience that it's all wrapped up in, and which entices you with its beautifully uncomplicated and supremely confident attitude.But don't think for a second that the process of developing it was simple. It took a serious investment of strategic work, along with a heavy dose of boldness from Island's founders to choose a path so unlike any other company in their space.Dave has been a long-time fan and admirer, both of Island and of Ari's approach to crafting strategic narratives, end-to-end messaging and brand identities for tech companies in general - which he did for 50+ firms during his previous role at the B2B agency Atreo.So join us for another episode of fanboying as he chats with Ari on:the story of Island's brand development, from first conversation to nowthe thinking behind its distinctive ethos and visual identityhow he and the Island team bring it to life in a differentiated way at live eventsthe challenge of evolving the brand as the company evolvesthe role of Island's founders in the whole processThis is more than a story about an interesting brand. It's an inspirational journey into the magic that happens when visionary founders and brand experts team up before a company has even launched, and build the brand alongside the product.Find out more about Island here, and follow Ari's work on LinkedIn at www.linkedin.com/in/ariyablok.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Following staggering revenue growth of 46,000% between 2018 and 2021, cybersecurity asset management Axonius was unsurprisingly named as the fastest-growing cybersecurity company in America by Deloitte in 2022.That's pretty damn awesome. But it also presented a very familiar problem that high-growth companies tend to face. They scale so quickly, with such a focus on perfecting the product and the platform, that the task of also building a cohesive brand message and narrative takes a bit of a back seat.It's understandable. But there comes a point where it's a major issue. And when Kaite Rosa joined the business as Senior Director of Brand in 2020, she immediately identified that it was becoming one.So alongside CMO Nathan Burke, she set about fixing the problem. And the way they went about it makes for quite a story.Join Dave and Kaite as they discuss:how Kaite and her team crafted a simple, human, relatable brand messagehow they landed gymnastics icon Simone Biles as a brand partner to help spread that messagewhy Simone and Axonius' other athlete partners embody the spirit of Axonius' brandhow those collaborations, plus the close collaborative spirit of Kaite and Nathan's team, drive long-term success for Axoniuswhy it's so important to build such distinct brand narratives in crowded markets like cybersecurityThis is a conversation that will inspire any brand or marketing leaders out there who are struggling to make their brand stand out in cluttered markets.So dive in and enjoy. And go follow Kaite on LinkedIn to keep up with the latest from Axonius' remarkable brand journey - which is certainly not slowing down any time soon.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

It's time for another chat with one of our fellow agency buddies - and in the hotseat this week is the wonderful Kirsty Jarvis, founder and CEO of tech-specialist communications firm Luminous PR.We've recently been getting to know the Luminous team through our shared love of working with game-changing technology businesses. Their approach to building B2B brands and driving growth through tailored communications strategies is pretty impressive. So we were delighted when Kirsty agreed to take time out of her busy schedule to take us behind the scenes of how they do it.Join Dave and Kirsty as they sit down to discuss:why PR is so important to early-stage startupshow Luminous' approach differs for more established firms versus startupsthe key trends and developments in the world of PR right nowwhy it pays to be creative when devising a comms strategy that cuts through the clutterhow PR strategies are changing for tech firms in the current climate of profitability and sustainability, versus the last couple of years of free capital and growth at all costs…and plenty more! If you like the sound of Luminous and what they do (and why wouldn't you, they're seriously good PR experts) follow Kirsty on LinkedIn here, and find out more about the agency on their website.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Aaron Poe is a man who knows a thing or two about brand design. During his time in the agency world, he gave the Beats by Dre brand the distinctive identity that helped it get acquired by Apple. He led the 2018 rebrand of fintech giant Checkout.com, and the more recent evolution of the Square brand identity.Now, as head of Zapier's brand studio, his esteemed talents are being put to great use in leading the roll-out of the rapidly-growing automation firm's new visual identity.It's a fun job for a creative leader who loves pushing boundaries and expanding concepts into new realms. But it's also a big job. Alongside the guidelines and principles Aaron and his team are building out around type, colour, motion and brand architecture, the company is in the process of launching a steady stream of new products - all of which must fit creatively into these newly crafted systems.So how's that process going? What inspired Aaron to step away from his previous role and take this on as a challenge? And crucially, as Zapier is becoming an increasingly AI-driven company, how is Aaron harnessing the latest AI tools to make that big job a little less big?Join Dave and Aaron to find out all that and much more, including Aaron's opinion on the future of AI-driven creative development, and where someone as experienced as he is goes to find their creative inspiration.It's a cracking conversation. If you agree, let us know over on our LinkedIn page. And go follow Aaron on LinkedIn for the latest out of the super-talented Zapier brand studio.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Some people are quite happy to simply coast along, and see where the wind takes them. And others constantly push themselves, always looking to grow and develop through experiences that test their existing skills and help them to create new ones.Matt Price falls into the latter camp. Each step in his career as a creative, whether to a boutique agency or the pristine corridors of Apple HQ, has been chosen deliberately to give him a new perspective on the craft of commercial creativity.Now, deep into his first stint in B2B-land with fintech giants Checkout.com, Matt joins Dave to discuss how the sum of those experiences is an innate understanding of exactly what it takes to be a successful in-house creative leader.The two of them also chat about:how to be a collaborator rather than a blockerhow to uncover opportunities to elevate the power of creativity internallythe importance of educating audiences about your category as well as your brand and productwhy creatives should look to the world of fashion, art and design for genuine inspirationBe sure to give Matt a follow on LinkedIn. And if you enjoy the episode, why not take an extra minute out of your day and give us a lovely review?If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

This is the first of two episodes in which we'll be stepping away from our typical guest profile of in-house marketers, creatives and brand leaders, and getting to know some of Shaped By's fellow agency buddies.And what a buddy to get to know. Kerry Guard is CEO and founder of MKG Marketing, a digital marketing agency that works with cybersecurity, data management and other fast-scaling tech firms to drive impactful growth.So what are the most pressing digital marketing challenges that tech firms are grappling with now? And what should marketers be doing to solve them?Join Kerry and Dave to find out, and also discover:why truly effective digital marketing is ultimately a long gamehow to optimize your strategy to deliver consistent results over timewhat “intentional” digital marketing means, and why it's so importantwhy moving away from lead gen and towards demand gen makes sense in today's worldhow effective digital marketing relies on a splash of creativity to succeedYou can find MKG Marketing on the interweb here, and go follow Kerry on LinkedIn too. Also be sure to check out her podcast, Tea Time With Tech Marketing Leaders, which Dave will be featuring on very soon!If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Until generative AI came along and took over every single conversation, one way to instantly ignite a ferocious debate in B2B marketing was to ask this question: “Should B2B companies be thinking like media companies when it comes to content marketing?”ZoomInfo certainly believes so. And when the go-to-market software, data, and intelligence company's CEO Henry Schuck decided to turn his content marketing operation into an editorial media machine, he hired Meghan Barr to lead it.As an award-winning journalist with two decades of experience, Meghan's editorial and storytelling skills were a perfect fit to bring Henry's vision of building an internal newsroom at ZoomInfo to life.So we were thrilled when Meghan agreed to sit down with Dave to discuss her experiences of moving into the B2B tech world, and how that move has signalled a shift in the way ZoomInfo builds its audience through content marketing.Dave and Meghan also discuss:how to tell brand and product stories across multiple channelswhy it's so important to create an ownable narrative that draws audiences inhow thinking like a media company helps to build consistency and communityhow her editorial skillset adds value to teams and projects right across the marketing functionThe debate will rage on, no doubt. But whatever side you're on, if you want an objective, honest and fascinating insight into what goes on inside a company that's very much in this transition, then this one is most definitely for you.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

It's not every day that you get chatting with someone who, in the first five minutes, casually drops into the conversation that they “ran a couple of SWAT teams”.But this is an episode with a difference. And if you're involved in anything to do with cybersecurity marketing or thought leadership, then it's one for you.There ain't no cybersecurity expert with more expertise than Steve Stone. From managing nuclear security and running counter-espionage operations for the US Air Force to then moving into counter-terrorism as a federal agent (including over 1200 interrogations of high-level terrorists), the early part of Steve's career was action-packed, to say the least.And it hasn't slowed down since. After moving into cybersecurity as a case agent for several nation-state cyber intrusions into the US government, Steve left the military and joined the US intelligence community where he spent five years as a cyber intelligence expert, before moving into the private sector to help firms like IBM and Mandiant to convince C-suites and executive boards of the mission-critical threats that cybersecurity poses.Today, Steve heads up Rubrik Zero Labs, the data threat research unit he helped to create inside the data security firm Rubrik (and Shaped By client). We've had the pleasure of working with Steve on the creative aspects of RZL, so Dave was stoked to get the chance to interrogate him about:what led him from dusty interrogation rooms to the clean, bright corridors of a Silicon Valley tech firmwhy Zero Labs is such an important resource for Rubrik's clients and security leaders everywherehow to engage busy CISOs and CIOs with thought leadership contenthow committed thought leadership like RZL builds genuine trust and credibilitythe role that storytelling plays in the RZL experienceThought leadership in B2B is so often a badging exercise, consisting of a few hastily-trotted-out reports with a foreword from the company's CEO. So if you want a bagful of tips on how to build a true thought leadership platform, get your ears around this episode.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Whenever the conversation at Shaped By HQ turns to our favourite B2B brands, the same one always crops up: Drift.This unapologetically bold SaaS startup broke all the moulds when it created the category of Revenue Acceleration, and launched a vibrant and expressive new visual identity last year. So we were stoked when Andrea Carrillo, the firm's Associate Creative Director, agreed to jump into the Changemakers hot seat and give us the inside story on Drift's creative ethos.Originally from Colombia, Andrea and her family moved to New York as a child. Her parents - both engineers - landed jobs in the Big Apple, which sparked a keen interest in tech from an early age. This was matched by an equally enthusiastic passion for design when she joined a high school class that was effectively a mini creative agency for community projects.Dave chats with Andrea about how those influences shaped Andrea's career and led to her becoming a creative leader at one of the SaaS world's most recognised and loved brands.They also discuss:why internal creatives should think more like marketers to understand business goals and objectivesthe value of having a creative team that has a voice in conversations across the businesshow to retain the essence of a strong brand, and still be able to evolve and progress as the company growsthe influence of Drift's founders David Cancel and Elias Torres on the brand's creative expressionhow their background as Latinx founders is so inspirational to Andrea as a member of the Latinx community.Find out more about Drift on their site, and follow Andrea on LinkedIn here.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

How can the application of creativity enhance product marketing?If there's one thread that's been running consistently through the 29 previous episodes of The Changemakers, it's that product marketing is the unsung hero of B2B tech business growth.All of our guests who have spent time in PMM roles have said that time was invaluable to their success. Many product marketers go on to have successful leadership careers. So when the time finally came for a discussion on creativity in product marketing, we knew exactly who to call on.Shobhana Viswanathan is a Silicon Valley-based chief marketing officer who has held numerous product marketing and B2B marketing executive roles at companies including IBM, Oracle/Sun, VMware and Automation Anywhere and startups.Shobhana started her career as a developer but found her true calling post-MBA at advertising giant Ogilvy & Mather. That stint in advertising and persuasive copywriting paid future dividends by allowing her to translate complex technical concepts into business benefits to help companies scale.Listen as Dave and Shobhana dive into:Why creativity is vital to product marketing, from campaign design to human-centric copywriting and messagingWhy nailing product marketing is especially crucial for category creatorsWhy product marketers' skillsets make them perfect candidates for CMO positionsHow to use data to enhance your stakeholder management…and much more besides.Shobhana is the host of a great podcast on the future of work called The Change Alchemist, which is wonderful listening. Check it out here, and go connect with/follow her on LinkedIn and Twitter.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Design leaders in tech don't come much more visionary than this week's Changemakers guest, Nando Costa. Nando is a Brazilian-American designer with an extensive background in visual design, branding, digital products and animation production. After spending the first part of his career in the agency world, Nando joined Microsoft in 2013, spending the next nine years working on projects such as the creative development of the HoloLens, various Mixed Reality projects and cross-platform versions of Office apps. After a stint at Google Design in 2022, he returned to Microsoft, where he currently works on immersive experiences for Microsoft Mesh and explores the potential applications of generative AI.This may well be news to you, but to our Dave it isn't. He's followed Nando's career for a long time, fascinated by his incredible Microsoft and Google animation pieces and ongoing experiments with Midjourney's AI design tool. So, to have the chance to discuss all that with the man himself… let's just say fanboy Dave was pretty excited. Their wide-ranging chat covers: Nando's early influences growing up in Rio de Janeiro, how he wound up joining Microsoft, and staying at the firm for so long, why maintaining a consistent pace of learning and progression is so important to him, how to “find your tribe” in a company of 200,000 people, why impactful design at huge global brands relies on “thoughtful rule-breaking” the future of AI-powered design. This is one that any fan of truly world-class design and branding will really enjoy.Find out more about Nando at nandocosta.com.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

In these 'soundbite' episodes, we'll be sharing moments from our Changemakers podcast that have made us stop and think, and we think will be valuable to you.This is from Episode 24 and our chat with Alan Cohen. During our conversation, he talks about cybersecurity and gives his thoughts on what businesses can do to stand out and make an impact in a world where their target audiences are often so bombarded by vendors, salespeople, and marketing activity.To cut through and make an impact on a very busy audience, you need to get so many things right to make a good impression.Listen to this episode to see if it changes your approach to cybersecurity marketing.Check out our content hub on how to stand out in a crowded cybersecurity market here. shaped-by.com/cybersecurity-marketingIf you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Heidi Joy Tretheway is one of those marketing leaders who, in her words, would “rather build a ship than sail it”.That's why she's always gravitated towards startups with huge growth potential. The challenge of creating a marketing function virtually from scratch, and turning that into a pipeline-building, the revenue-generating machine is one that Heidi Joy absolutely thrives on.It's also a challenge that we haven't really tackled on The Changemakers until now. So Dave gets deep into it with Heidi Joy, exploring what makes a truly effective startup marketing leader, and why she gets such a buzz out of being one. They also chat about:why Heidi Joy was drawn to her current role at Gardenhow to approach your first 100 days in the rolehow to build out a messaging/positioning frameworkhow to create a content engine from scratchthe differences between building and scaling marketing at a Series A startup vs Series CDave and Heidi Joy also get into the art of storytelling - which as an author of a dozen kids and adults books, Heidi Joy certainly has a valuable perspective on.If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

Being a CMO these days is not for the faint-hearted. It's a role that is fraught with challenges. Yes, many have a seat at the top table, which certainly wasn't the case a decade ago. But in return, the pressures on performance are enormous, even at the best of times - let alone in uncertain climates like this one.Some just aren't cut out for it. But others thrive on those pressures because they know exactly how to inspire their teams to perform. That's the mark of a true marketing leader - and Dillon Nugent recognised early on in her career that she had those qualities.Dave sat down with Dillon to find out how that self-awareness led her to be named the CMO of customer engagement firm Khoros last year. Where did her journey start, when did she realise she had leadership potential - and how did she turn that potential into the actions that proved she was a natural fit for the CMO role?We also chat about:Why being in sync with sales and product teams is so important for marketers at every levelThe importance of always being able to step back and see the bigger picture as a leaderHow to build a thriving team that is greater than any one individualKeeping her team focused on their goals during a year of seismic changeWhy it's more important to fail and learn than always play it safeYou can follow Dillon on LinkedIn here, and find out more about Khoros here. If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

In the second of our cybersecurity mini-series, Dave sits down with Mike O'Malley, seasoned tech marketing executive and recently-appointed CMO of API security specialists Noname Security.Mike joined Noname in the summer of 2022 to lead its marketing team into the next phase of the company's rapid and impressive growth. Prior to that, he was Senior VP, Global Marketing at CyberArk, another pioneering cybersecurity firm. Mike's career has also taken in senior marketing roles at VMware, CA Technologies and a number of other leading technology firms.As Mike tells Dave, he'd been fascinated by the challenges, innovation and fast pace of cybersecurity long before he moved into it - as well as the opportunity to play a pivotal role in the fight against the scourge of cybercrime.So now he's immersed himself into the cyber world, what are Mike's top tips on making a positive impression on one of the most under-pressure and vendor-bombarded technology buyers of all: the cybersecurity professional?No spoilers of course, but tune in and you'll find out:why security marketers must understand their buyers much faster than in other tech categorieshow to go beyond your customers' basic pains and really get inside their heads on an emotional levelhow to flip cybersecurity's obsession with fear, uncertainty and doubt into honest, positive and benefit-driven messaginghow to use data and research to highlight genuine and immediate security problems, and position your solutions as the answerthe challenges of API security, and why addressing them is so important right nowEnjoy the chat, and leave us a review if you liked it!If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.

In the first episode of our cybersecurity mini-series, Dave chats with Donna Estrin, a PR and communications expert with vast experience at cyber firms large and small. After cutting her comms teeth in the PR agency world, Donna moved into tech, beginning her cybersecurity career handling analyst relations for McAfee. She then helped Neustar transform from a traditional telecommunications company to a high-tech security, data and marketing services company, before working on WhiteHat Security's acquisition by NTT and VMware's acquisition of Lastline.Most recently, Donna led comms for ReliaQuest when they acquired Digital Shadows, before departing to launch her new consultancy firm, Estrin Communications.From analyst, press and media relations to thought leadership, the role of communications is so vital in growing brand reputation and equity. Dave and Donna chat about:how to achieve this in a market that's as saturated as cybersecuritywhat really matters to CISOs, and how to engage them by being helpful and adding valuewhat genuine and authentic thought leadership really meanswhy analysts are so important, and how to build successful relationships with themthe key cybersecurity trends that we need to be aware of going into 2023Not only is Donna the perfect guest to get insight into all of the above and more - but she hails from Shaped By's home city of Bristol! We've invited her for one of our famous local craft beers next time she's over from her home in California.Stay tuned for more cybersecurity specials coming very soon, as we dive deeper into this fascinating industry that's so integral to protecting the way we all live and work.

We're in the midst of volatile times right now. So who better to provide a true perspective on what really matters, and how to focus on building for long-term success, than one of tech go-to-market's most experienced and accomplished leaders?Alan Cohen has been at the forefront of game-changing tech GTM for over 30 years.During his early days at IBM and Cisco, he was pivotal to commercialising the technology that was building the very backbone of the internet.Following a series of VP-level product and marketing roles, helping disruptive innovators successfully upset some of the biggest tech incumbents, he rejoined Cisco, leading GTM for their $25bn Enterprise portfolio.After 25 years in “big tech”, Alan became product leader and frontman for 4 iconic, industry-transforming start-ups, before turning investor as a partner at DCVC, where he currently works with entrepreneurs using AI and science to build breakthrough companies in parts of the economy not touched by the tech revolution.Join Dave and Alan as they spend nearly an hour (our longest episode by a long way, but for good reason - it's all gold!) chatting on a range of GTM-related subjects including:Building the foundations of internet communication at IBM and CiscoWhy the psychology of why people buy and use technology is so importantThe issues that CMOs are facing at the moment, and how to navigate themTips for challengers to dethrone the incumbents in their spaceWhat makes a successful founder from a GTM perspective

Jessica Rosenberg is one of the most inspiring creative leaders that you'll find in tech.Having cut her teeth as a creative in the ad agency world, she had a brief spell in startup-land before her career really took off through spells at Twitter, Cloudflare, Mural and now Webflow, where she leads the brand design team.Leading teams like Jessica's has multiple challenges. How do you structure the team for optimum results? How do you keep them motivated? How do you get great work done remotely? How do you collaborate with other teams? And how do you create an environment where these uber-talented, uber-creative individuals feel inspired to show up and do their best work every day?Dave chats with Jessica to explore how she solves these challenges on a daily basis, using her vast experience and expertise to empower her team to deliver consistently outstanding work.Follow Jessica on LinkedIn: https://www.linkedin.com/in/jessicarosenb/Enjoy!

It's not every day that you get to chat with a creative leader like Melissa Rosenthal. Because there aren't many in the business like her. Melissa cut her creative teeth at Buzzfeed, perfecting the art of building a brand around content that entertains. Then she joined Cheddar, a live media company at the intersection of news and technology, as a founding member of the executive team. It's not often that creative attitudes and perspectives honed in those environments find their way into B2B tech. But that's what happened when Melissa joined ClickUp. Her influence on the brand has given it a bold, playful and adventurous spirit that you rarely see in the SaaS world. So we were overjoyed when she agreed to come on the podcast and talk about her work, her influences and her steadfast belief in the value of creativity in building brands that stand out. Join us as we discuss:what inspired Melissa to swap media and entertainment for B2B SaaShow the ClickUp brand has evolved under her leadershipthe importance of doing things differently to stand out, even if they feel weird or unconventionalwhy storytelling and fun really matter when it comes to humanizing B2B marketinghow to bring internal teams on the journey with youFollow Melissa on LinkedIn: https://www.linkedin.com/in/melissarosenthal5/Enjoy!

Demand generation is more than just a marketing function. It's a craft. A mindset. A way of life honed and perfected by uber-talented practitioners. Not only that, but with market conditions the way they are right now, effective demand gen is in demand. It's invaluable to current and future revenues. We touched on demand generation early in this series. But as it's been a while, it felt right to revisit it and see what's changed (if anything). So what better guest to find out from than one of those uber-talented practitioners, and friend of Shaped By, Katie Colbourne, Director of Global Demand Generation at Basware. Fresh from giving us her perspective on creativity for our Perspective 2022 report, Katie's back to chat with Dave about her demand generation journey, why the fundamentals of demand gen are so important – and how to nail them within the context of your own business and audience.

How should marketing leaders approach the challenges of an economic downturn? It's a big question, but one we put to Robin Daniels, our guest for this episode.If you've not come across Robin before, you'll enjoy his enthusiasm and illuminating insight on marketing, leadership and growth. He's worked at some amazing tech companies covering Salesforce, Box, LinkedIn, WeWork as well as being CMO of Matterport when they went public in 2021. There is plenty to take away from this chat that helps galvanise, improve, or reassure you. We talk about what marketing leaders and teams should be focusing on, how morale is impacted and as a leader what you can do, through to incremental gains, intelligent risks, and how to inspire yourself.  Enjoy. Timestamps: (04:20) Robin's journey from Denmark to California and back again (09:48) What sparked his career in marketing and his role at Salesforce(13:46) Lessons learnt from the '08 downturn – being incrementally better doesn't cut it in a recession(17:00) Why you've got to market yourself like a consumer brand(20:01) How selling and marketing in a downturn changes(22:11) What marketing budgets he protects first when there are cuts on the table(26:27) Focus on things that move the needle. Do less but do it better.(34:55) Keeping people motivated during hard times and the importance of leadership(41:59) There is positivity in the market, but uncertainty can hamper your marketing (43:05) Where Robin draws inspiration from  Follow Robin on LinkedIn: https://www.linkedin.com/in/robingdaniels/Don't forget to subscribe and rate our show! 

This episode is pretty special. It's a story that is truly unique, and one that hopefully isn't going to be repeated for a long time. We talk to Michael Jeter who is the Creative Director at Zapier. For those of you who don't know, Zapier is a product that allows you to integrate web applications and automate workflows.  Michael joined the business to spearhead a major rebrand. His team got cracking and worked on it for eight months. They were about to launch when something happened. In this own words “It's such an epic story. It's one I'll be telling for the rest of my career, because it's truly unique.” It's an inspirational story of reactivity, teamwork, leadership and the power of design. Enjoy. Follow Michael on LinkedIn: https://www.linkedin.com/in/michaeljeter/ (https://www.linkedin.com/in/michaeljeter/) Here is a link to Zapier to check them out: https://zapier.com/ (https://zapier.com/) Don't forget to subscribe and rate our show!

Ever wondered what it's like to be a creative leader at a global tech company with over 70,000 employees? Well, so did we. So to find out, Dave speaks to Jessica Bognar, Creative Director – Brand at Salesforce. Salesforce is one of those iconic B2B brands, isn't it? Less of a company, and more of an empire. Jessica joined the business in 2015, when they had a measly 10,000 staff. She came from an agency background, having worked on some awesome consumer brands and campaigns before she joined the B2B world. But that insight set her up to have a fresh view on B2B. To ask questions, and take approaches that were viewed as perhaps less traditional. Like why you need to have fun and connect on a human level – even in B2B marketing! Come join us for her insight on how to create bonds in such a large environment, the key to producing effective creative – and how a nugget of an idea from a copywriter swelled into a partnership with Matthew McConaughy… Enjoy. Timestamps: (02:58) Jessica's journey to Salesforce (08:10) The role of the brand group (12:39) Her job as a teacher and collaborator making things happen (14:08) How the role of creative has changed and the driving force behind it (18:09) The ability to work with the Salesforce brand (20:01) The moment that caused a shift in their creative approach (23:53) Where she draws creative inspiration from (30:30) The one project Jessica is most proud of in her career Follow Jessica on LinkedIn: https://www.linkedin.com/in/jessicabognar/ (https://www.linkedin.com/in/jessicabognar/) I'm sure you don't need us to link to who Salesforce are…but just in case. https://www.salesforce.com/uk/ (https://www.salesforce.com/uk/) Don't forget to subscribe and rate our show!

You know when you're scrolling through LinkedIn and someone just makes you stop? Well Ling Koay, Chief Brand Officer at Oneflow, is one of those people. She has a wonderful way of thinking and is so good at articulating her thoughts. As well as being kick-ass at her job, she's a wonderful advocate of diversity and equality. We simply had to have her on the pod for the final instalment of our three-part ‘Women in Creative Leadership' special. If you don't know Oneflow already, please check them out via the link at the bottom. Their brand isn't ‘normal' for a B2B tech company, but it's brilliant, unique, attention-grabbing and suits them to the ground. All the work of Ling and her team. Listen as Ling gives her views on what creativity is and techniques on producing new ideas. How people can find their superpowers. And how allowing them to be themselves will always make people more productive and happier.   This mini-series also aims to gauge the temperature of gender equality and diversity within the creative and marketing sides of the B2B tech industry. So we also hear Ling's views on where we are in the fight for true equality. What more can be done, and how we as an industry can make sure that every talented female can climb the ranks into senior leadership positions. Timestamps: (03:33) How Ling started in copywriting and honing storytelling (05:26) The role of brand at Oneflow and their unique look (08:05) How brand is a competitive strategy (10:00) Leadership is how you interpret it and the 2% (13:05) The different between inclusivity in the Scandinavian tech industry and real life (19:25) Challenges of recruiting with diversity   (30:06) Creativity is simple new ways to solve a problem (36:42) The routine to allow creativity Follow Ling on LinkedIn: https://www.linkedin.com/in/lingkoay/ (https://www.linkedin.com/in/lingkoay/) Oneflow are a company that provides the complete platform for digital contracts. Check them out here: https://oneflow.com/ (https://oneflow.com/) Don't forget to subscribe and rate our show!

Welcome to the second of our three-part ‘Women in Creative Leadership' special. This mini-series aims to gauge the temperature of gender equality and diversity within the creative and marketing sides of the B2B tech industry. Where are we in the fight for true equality? What more can be done, and how can we as an industry make sure that every talented female has the opportunity to climb the ranks into senior leadership positions? Our second guest to discuss these crucial issues is Jess Ellis, Senior Director, Integrated Brand Marketing at Slack, a company that needs no introduction. We first met Jess during her time with our client, customer engagement platform firm Khoros. She has such an interesting background having held creative roles in sport, entertainment, retail and of course tech. Now she's moved into a new role at Slack, we had to grab her for a chat about her thoroughly inspiring views on equality, team dynamics, values and leadership in the creative world – and much more. Timestamps: (03:24) – Jess's background and career (06:21) – How she builds a team in today's environment (09:42) – People are still feeling part of something when working remotely (10:50) – Leadership is an opportunity to provide opportunity, inspiration and empowerment for everyone (15:58) – How to inspire people creatively when working remotely (19:03) – If you feel there is a glass ceiling, you're in the wrong company (22:18) – The opportunities to have a mentor and the benefits Follow Jess on LinkedIn: https://www.linkedin.com/in/jellisstudio/ (https://www.linkedin.com/in/jellisstudio/) Don't forget to subscribe and rate our show!

Welcome to the first of our three-part ‘Women in Creative Leadership' special. This mini-series aims to gauge the temperature of gender equality and diversity within the creative and marketing sides of the B2B tech industry. Where are we in the fight for true equality? What more can be done, and how can we as an industry make sure that every talented female has the opportunity to climb the ranks into senior leadership positions? Our first guest to discuss these crucial issues is Larissa Schneider, Head of Marketing at Noname Security - leaders in API security. We first met Larissa during her time with our client, cloud computing firm Nutanix, whom she joined after they acquired her previous firm PernixData. The PernixData/Nutanix journey was a wild ride for Larissa, encompassing stints in Silicon Valley and her native Germany, an IPO, and a fairly rapid ascent up the leadership ranks. Now Larissa is a creatively driven leader at a company that is truly making waves achieving “unicorn” status only one year out of stealth. As you'll hear, she is inspirational, wise and well worth listening to. Timestamps: (08:51) – Larissa's background and career (12:48) – What inspired Larissa to get into marketing and the tech scene (15:30) – Thoughts on where the tech industry is in terms of equality and opportunities for female marketers (18:13) – How COVID enabled more opportunities for diversity through flexibility in remote working (23:18) – The hiring process and how a change in approach can reap rewards (27:09) – The role of mentors in her career Follow Larissa on LinkedIn: https://www.linkedin.com/in/schneiderlarissa/ Don't forget to subscribe and rate our show!

Lindsey Selden is Creative Director, Brand at Sumo Logic - a SaaS analytics company on a mission to ensure its customers' digital experiences are reliable and secure. Her role at the company encompasses brand, design, user experience, strategy, and marketing. There's one thing that links all these together: people. Human beings with needs, feelings, and emotions that B2B tech brands so often fail to acknowledge and connect with. Listen as Dave and Lindsey discuss: How Lindsey's acting background influenced her approach to authentic human connection Why empathy is so vital in brand design and communication Building a community to engage your audience Applying a creator-driven approach to B2B marketing The questions to ask when hiring a creative team Timestamps: (03:08) – Lindsey's career journey so far (09:13) – What does Sumo Logic do? (10:14) – Lindsey's acting background and how that influenced her approach to authentic human connection (12:44) – Storytelling in B2B marketing (15:53) - How emotion comes into play in B2B marketing (17:46) – Applying a creator-driven approach to marketing (18:41) – Cross-functional marketing teams (19:35) - The questions to ask when hiring a creative team (22:35) – Empathy in B2B marketing (24:14) – What kind of info makes personas valuable? (26:26) – Finding the balance between rational and emotional communication (28:51) – Tone of voice (31:57) – Surprise and delight in marketing (33:04) – B2B v. B2C marketing (41:19) – The project or campaign that Lindsey's most proud of from her career to date Follow Lindsey on LinkedIn: https://www.linkedin.com/in/lindsey-selden/ Don't forget to subscribe to The Changemakers podcast for new episodes. If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

Wei Kee is Client Services Director at…Shaped By of course! She leads our client services team (aka the beating heart of the agency) who look after the full lifecycle of our client projects. But there's far more to client services than that. Onboarding new clients, making sure existing ones feel nurtured, supported, and valued, ensuring we deliver on all our promises to them…Wei and her team have a lot on their plates. Originally hailing from Singapore, we talk to Wei about her journey to Bristol, the nuts and bolts of what makes a great client-agency relationship, tips for both sides to keep it running smoothly, and of course Wei's food Instagram gets a mention. Listen as we discuss: What makes a good client/agency relationship? How to choose a creative agency The pitfalls of treating your agency as a supplier rather than a partner The processes in place to ensure that every client feels as looked after and valued as possible How marketers can be better clients Timestamps: (03:47) – Wei's role at Shaped By (05:09) – Wei's career journey so far (10:52) – What makes a good client/agency relationship? (16:14) – The pitfalls of treating your agency as a supplier rather than a partner (20:04) – How do you ensure every client feels as cared for and valued as possible? (25:42) – How can you be a better client? (29:40) – What's a typical sticking point and how can you mitigate them? (36:59) – How different time zones can impact managing client relationships (44:16) – One project, campaign, or initiative that Wei is particularly proud of over any other Check out Wei's food Instagram: https://www.instagram.com/mykeetchen/ Follow Wei on LinkedIn: https://www.linkedin.com/in/wei-kee-5166a0a3/ Don't forget to subscribe to our Changemaker podcast for new episodes. If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

Dmitry Shamis is Global Head of Creative at a company that really needs no introduction. But if you're either from Mars or have been living under a rock for the past ten years, then HubSpot is a leading CRM platform that provides software for all kinds of businesses, from start-ups to enterprises. In his role as HubSpot's Global Head of Creative, Dmitry leads a global in-house creative team of over 120 people. Although he has over a decade of experience building teams and providing creative solutions in the world of B2B, Dmitry doesn't have a typical creative leader's career trajectory, having started out in sports management before pivoting to web development. Listen as we discuss: Dmitry's journey from sports management to creative leadership The importance of building relationships to create a strong creative team Finding the balance between substance and flash Setting your brand apart with emotion and storytelling HubSpot's Pirates of the Caribbean ad… Follow Dmitry on LinkedIn: https://www.linkedin.com/in/dmitryshamis/ Don't forget to subscribe to The Changemakers podcast for new episodes. If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

Lee is Director of Brand and Creative at Gong, a revenue intelligence platform used by over 2000 companies including Paychex, PayPal, Hubspot, LinkedIn, MuleSoft, Shopify, Slack, SproutSocial, Twilio, and Zillow. Our conversation comes at an exciting time creatively for Gong, having recently undergone a rebrand and ran a Super Bowl ad! We talk about the challenges and rewards of working in creative for a tech company, the reasoning behind Gong's recent rebrand, and much more… Listen as we discuss: The importance of building a brand framework Why Gong chose to rebrand and the rebranding process How Gong's creative team developed its Super Bowl ad Using storytelling to differentiate your marketing Why B2B marketing doesn't have to be boring Timestamps (02:37) – Lee's career to date (05:08) – The challenges of working in creative at a tech company (06:58) – What attracted Lee to his role at Gong? (08:25) – What was the reason for the Gong rebrand? (10:31) – Gong's rebranding process (11:42) - Limiting the number of rebrand decision-makers (12:22) - The evolution of logos in tech (14:26) – Gong's Super Bowl ad (16:46) – Are B2B brands becoming more open to using humour in their marketing? (20:10) – Using LinkedIn to be provocative (22:20) – What is Gong? (24:05) – How challenging is it to create a visual identity that differentiates a brand in the marketplace? (28:32) – The importance of differentiating your brand (29:42) – Is there a set rebrand process or is every case different? (35:05) – A project or campaign Lee is more proud of than any other… Follow Lee on LinkedIn: https://www.linkedin.com/in/leemincy/ Don't forget to subscribe to our Changemaker podcast for new episodes. If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

In this episode, we speak to a man who has bravely crossed the divide between sales and marketing. So are there similarities? What makes each department tick? How can they get on better? Ben is EMEA Marketing Director at SailPoint, a market leader in identity security for the modern enterprise. He has over 30 years of experience in customer and partner success within the Cybersecurity and Enterprise Software arena, and his work has taken him across Europe, the Middle East, Africa & America. Having worked at enterprise companies like Oracle and Symantec, as well as start-ups, it's safe to say he knows his stuff. Tune in to hear Ben talk about his son wanting him to sponsor the England football team, how he bridges the gap between sales and marketing, being scared witless at accepting the role, building his knowledge, balancing intent intelligence with customer understanding, the power of un-gating your content and much more. Timestamps (00:46) - Who is Ben Bulpett (04:15) – Selling services and consultancy vs product and licenses (05:41) – The SailPoint journey (08:36) – Involving sales leaders on the marketing journey & getting buy-in (10:21) – Making the leap from sales to marketing leadership (15:02) – How the B2B buying process has changed the relationship between sales and marketing (17:33) – Balancing intent intelligence and understanding your buyer (19:47) – Un-gating your content increases demand and rapport (30:11) – How to build those close relationships with sales (32:41) – The benefits of immersing yourself in other areas of the business (38:58) – What is one campaign or project that you are most proud of? Follow Ben on LinkedIn: https://www.linkedin.com/in/benbulpett/ Don't forget to subscribe to our Changemaker podcast for new episodes.

Frida Ahrenby is CMO at GetAccept, a digital sales room platform on a mission to radically redefine the way companies run sales. In her role, she's responsible for the company's global marketing strategy and execution in all markets. Having grown the marketing team from three people to 25 over the past two and a half years, our chat with Frida comes at a really exciting time for GetAccept. It's a wide-ranging chinwag, covering category creation, personal branding, and - most importantly - the power of hyper-relevant customer personas. Listen as we discuss: • How to create detailed customer personas • Learning and evolving personas for your marketing • How brand creates demand • Encouraging employee advocacy and personal branding • What makes an effective leader in the B2B SAAS world Follow Frida on LinkedIn: https://www.linkedin.com/in/frida-ahrenby-215353/ Don't forget to subscribe to our Changemakers podcast for new episodes. If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

Ardath is CEO & B2B Marketing Strategist at Marketing Interactions. She is a titan in the B2B marketing world with over 30 years of experience in business management and marketing as well the author of two books. It's a journey that took her from starting as a consultant for her sister's marketing tech platform to now working with enterprise tech companies like Gong, Cisco Meraki and Dell Secureworks. Ardath helps them with the thorny issue of content marketing, specifically with the goal of creating something that resonates. She argues that technology has wrestled back the power of buyers to customers in the way they buy. You need to create deeper connections with customers and generate higher demand from qualified, sales-ready prospects thanks to highly targeted, hard-hitting, personalised communications. In this episode, we dive into the world of content and specifically what makes it good. We discuss how multiple pieces of it weave together to form a narrative that engages people and helps to drive momentum.  Listen as we also discuss: How to break down internal silos and get different marketing teams all pulling in the same direction Why we need to "get out of our own way" and create content that truly solves buyers' problems The art of connecting a specific problem to part of the buying process How selling tech is different from selling services – a more contextual relationship The challenges at enterprise level of layers and approvals for marketing Why you're giving your customers "whiplash" by separating out brand and demand-gen content Follow Ardath on LinkedIn: https://www.linkedin.com/in/ardathalbee/ (https://www.linkedin.com/in/ardathalbee/) Check out her Marketing Interactions blog: https://marketinginteractions.com/blog/ (https://marketinginteractions.com/blog/) And lastly don't forget to subscribe or follow our Changemaker podcast for new episodes. If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

Kathryn is Director of EMEA Marketing at Box. She has risen through the ranks in the marketing department at Box and has 10 years of experience working in tech marketing in the US and UK. Before joining Box, she worked at Dell EMC and also agency side as a B2B marketing specialist giving her a view of processes and areas she recreated at Box. Box is a Cloud Content Management company that can call 68% of the Fortune 500 and 97,000 companies their customers. One of their values is to blow their customers' minds every day, and this helps to create an environment of experimentation and creativity. At a time of growth over the last few years, we talk about how you can encourage creativity while controlling it, how marketers can get too tech happy, and the fundamentals marketers need to focus on for success. Listen as we also discuss: • How Field Marketing has evolved • The nuances, maturity, and challenges of different markets • Some of the issues that a demand gen approach and educating the market • How customer understanding is pivotal to success as a marketer, and how they launched a research team internally • The balance of experimentation and creativity while protecting the brand • The skills she values in her marketing team Follow Kathryn on LinkedIn: https://www.linkedin.com/in/kathryn-thomas-415b1a4b/ Don't forget to subscribe to our Changemaker podcast for new episodes. If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.

Luke is the founder and managing director of OST Marketing, a B2B social media agency. With a wealth of experience, Luke is an expert B2B social media strategist. From creating an online community for people with epilepsy to launching his own social networks and even running conferences across the US and Europe, featuring many of the early leaders in social media - Luke is a leader in his field. OST Marketing is a multi-award-winning team behind some of the world's most successful B2B brands on social media. Operating in eight countries and languages, their current client roster includes Salesforce, Gett, Bayer, and Infosys. Listen as we discuss: • The differences between B2B and B2C approaches to social media • How important personal brands are on social channels • Trends that B2B marketers should be aware of • The value of community and staff advocacy • Setting a meaningful social measurement framework that works for you Follow Luke on LinkedIn: https://www.linkedin.com/in/lukebrynleyjones/ Don't forget to subscribe and review the Changemaker podcast! If you're interested in being a guest on our Changemaker podcast, contact our host dave.corlett@shaped-by.com.