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Listen "Building a B2B scale-up machine"
Episode Synopsis
Michael Bouteneff is the Director of Integrated Marketing Strategy at SVB, (which was formerly known as Silicon Valley Bank). SVB helps founders of high-growth tech businesses achieve their often ambitious goals.Michael has a background in growth marketing and brand-building, spanning both B2C and B2B industries, having worked at both start-ups and Fortune 500 companies. Prior to SVB, he held senior roles at Mastercard and IBM, to name just a few. We discuss:How SVB grows brand awareness with their target audienceWhat brand marketers are doing wrongThe importance of retention vs winning new customersHow B2B marketers can use advertising to better achieve goals
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