Frost asks:
What’s one book or article every marketer should read?
Chandler Quintin, Co-founder & CEO of Video Brothers: I’d normally suggest The Tipping Point, but I’m going to guess everyone has read that!
My recommendation is Humanizing B2B: The new truth in marketing that will transform your brand and your sales by Paul Cash and James Trezona.
It‘s all about the realization that humanizing and meeting the audience on the human level is more effective than treating the audience like a business. Tapping into emotions and culture versus features and benefits. There’s a solid handful of gems within this book!
Read How an Entertainment Strategy Helps You Cut Through the White Noise
Quintin asks:
How should marketers approach their strategies in verticals in which most competitors offer the same thing? How do you approach not only standing out, but also winning?
Grace Kao, Head of global business at Spotify: Meeting consumers where they are and in ways that align with their preferences allows brands to build stronger trust and true connection. So to stand out, it’s important for marketers to connect authentically with audiences.
At Spotify, we’re continuing to invest in innovative products and campaigns like Wrapped — our end-of-year thank you to fans, artists, authors, creators, and advertisers — and providing creative tools that enable brands to reach these audiences in the right moments and celebrate the fans who make Spotify, Spotify.
