The Role of Authenticity in B2B Content with Genesis Capunitan of Initiative

In this episode, we're joined by Genesis Capunitan, Head of B2B at Initiative, part of The Interpublic Group of Companies. With a rich background spanning global software companies and leading creative agencies, Genesis brings a wealth of experience to the discussion of B2B marketing in the modern landscape.

Key Takeaways:

(00:41) Genesis and his role at Initiative.

(04:01) The impact of an expanding buying committee on B2B sales cycles and decision-making.

(05:49) Implementing OKRs and KPIs to streamline marketing objectives and results.

(07:11) The underrated value of endemic media in targeted industry marketing.

(08:09) Brand architecture and its components as the foundation of strategic marketing.

(10:45) Strategies for effective marketing under budget constraints and resource limitations.

(14:41) Transitioning from service-focused narratives to aspirational brand storytelling.

(17:53) Introducing 'sense-making' in content strategy to aid in the B2B buying process.

Resources Mentioned:

Genesis Capunitan -

https://www.linkedin.com/in/genesiscapunitan/

Initiative | LinkedIn -

https://www.linkedin.com/company/initiative/

Initiative | Website -

https://www.interpublic.com/our-companies/initiative/

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