"Why Building A Brand Is The Single Best Investment You Can Make in 2018" presented by Dave Gerhardt at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.

1. Why Building A Brand Is The Single Best Investment You Can Make If You’re Serious About Growing Your
Business In 2018
(And How To Do It Without Hiring A Six-Figure Agency Or A Team Of “Creatives”)
Dave Gerhardt | @davegerhardt | dg@drift.com

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel
Dave Gerhardt
VP of Marketing @ Drift
@davegerhardt
dg@drift.com

3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
I am supposed to convince you to build a brand in 10
minutes -- buckle up.
@davegerhardt #FlipMyFunnel

4. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Three Reasons WHY You Need To Build A Brand
(And why brand will be your #1 demand gen. channel)
@davegerhardt #FlipMyFunnel

5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Reason #1: We don’t get sold to anymore.
@davegerhardt #FlipMyFunnel

6. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel

7. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel

8. @davegerhardt | VP of Marketing | Drift.com
“There’s a new B2B buyer out
there—one who does not expect,
and in many cases does not want,
to deal with a salesperson until it is
time to close the deal. More than
three-quarters of all B2B purchasers
today, including both small businesses
and enterprise customers, have only
limited interaction with salespeople.”
https://www.bcg.com/publications/2017/marketing-sales-how-digital-leaders-transforming-b2b.aspx

9. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Information is free now.
So we don’t get sold to.
We BUY.
@davegerhardt #FlipMyFunnel

10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Reason #2: There is more competition than ever.
@davegerhardt #FlipMyFunnel

11. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel
April 2018
6,829 Products

12. “A brand is a company’s most important asset. A
company can’t “own” it’s facts. If the company’s facts
(speed, price, quality) are superior to the competition,
any good competitor will duplicate them or improve on
them.”

13. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel

14. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @davegerhardt #FlipMyFunnel
We now live in a world with INFINITE supply.
(And the rules for marketing have to change with it)

15. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Reason #3: There is more NOISE than ever.
@davegerhardt #FlipMyFunnel

16. @davegerhardt | VP of Marketing | Drift.com
Explosion Of Marketing Channels

17. @davegerhardt | VP of Marketing | Drift.com
Every company here has a blog.
Every company here is on social.
Every company here is on video.
Every company here has a podcast.

18. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
This is why BRAND needs to be the #1 channel that
drives DEMAND today.
@davegerhardt #FlipMyFunnel

19. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Good News.
1. They are real.
2. They are authentic.
3. They are human.
The best brands today have three things in common:

20. "We would pitch it by saying it's like eating
three egg whites, two dates, six almonds.”

21. @davegerhardt | VP of Marketing | Drift.com
2014: $600,000

22. @davegerhardt | VP of Marketing | Drift.com
2017: $130,000,000

23. @davegerhardt | VP of Marketing | Drift.com
2017: $600,000,000

24. The best marketers have done this for decades.
@davegerhardt | VP of Marketing | Drift.com

26. “Our branding efforts are simple: tell people who we are. We don’t have to
create a fictional character like the Marlboro Man or a fake responsible caring
campaign like Chevron’s “we agree” advertising. Writing fiction is so much
more difficult than nonfiction.”
Patagonia Founder Yvon Chouinard

28. People watched 355 BILLION hours last year.

30. @davegerhardt | VP of Marketing | Drift.com

31. @davegerhardt | VP of Marketing | Drift.com

32. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
TO RECAP
@davegerhardt #FlipMyFunnel
Customers don’t get sold to anymore; they buy.
There is more competition than ever.
There is more noise than ever.
You only have one choice to compete: build a brand.

33. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
CTA: How can you bring more authenticity into your
marketing starting tomorrow?
@davegerhardt #FlipMyFunnel

34. THANK YOU!
Get the full slides → drift.com/#FMF
@DaveGerhardt