How to Build Brand in B2B with Marissa Kraines, VP and Head of Marketing at Webflow | Ep. 389

The discussion centers on world building in B2B marketing, challenging the notion that B2B should be treated differently from P2P (people to people) interactions. Marissa Kraines, VP of Brand Marketing at Webflow, argues for creating emotional connections and relatable content, drawing inspiration from Salesforce's character-driven approach. She introduces Webflow's "AI guy" campaign as an example of building a recognizable, ownable liminal space to address issues with technology. Kraines emphasizes the importance of humor and understanding human emotions in marketing, advocating for content that stops people in their tracks rather than immediately showcasing product demos. She highlights the need for brands to participate in communities like Reddit and create in-person experiences to foster genuine connections.