Why does so much B2B marketing still feel painfully boring? This Tom Rudnai chats with Kelly Allen, ex-cybersecurity CMO turned co-founder of Unboring, the agency on a mission to shake the dust off cybersecurity marketing.
She unpacks why so many brands lose their spark, how to make B2B bold, human and impossible to ignore and what it really takes to get buy-in for creative ideas in risk-averse industries.
Tom and Kelly also explore what B2B can learn from B2C branding, why emotion and authenticity still cut through in even the most serious sectors, and why building a strong, consistent brand is everyone’s job – not just marketing’s.
Tune in to this episode as we explore:
(04:50) Human emotion in B2B and cybersecurity
(07:56) Dress comfortably and define your style
(09:49) Unconventional branding mindset
(15:46) Brand positioning and expansion strategy
(18:43) The ROI of fun Christmas jumpers
(27:31) Getting leadership buy-in
(31:59) Brand consistency as a north star
(37:27) Sales strategy and incremental improvements
(41:29) Weekly goal-setting and progress
(46:34) AI revolutionising marketing challenges
(50:30) Creative problem-solving on a budget
Links mentioned in this episode: