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Why Brand is your Organizational Glue

On this episode, Palmer shares why brand is your organizational glue, the consumerization of B2B marketing, and how transparency gains consumer trust.

G2 is the largest and most trusted software marketplace, helping 60 million people every year make smarter software decisions based on authentic peer reviews. G2.com is a peer-to-peer review site headquartered in Chicago, Illinois. It was known as G2 Labs, Inc. until 2013. The company was launched in May 2012 by former BigMachines employees, with a focus on aggregating user reviews for business software.

Industry
Technology, Information and Internet
Founded
2012
Website
g2.com
Palmer Houchins

Guest Bio

Palmer Houchins is the VP, Brand Marketing and Communications at G2. Palmer was previously the VP of Marketing at CallRail ($125M+ in funding), where he led demand generation, brand, communications, content, and customer marketing teams. Prior to CallRail, he worked for almost 8 years as an early employee at another Atlanta-based high-growth company, Mailchimp (acquired by Intuit). At Mailchimp, Palmer held several marketing roles, most recently serving as their Director of Integrated Marketing. Before Mailchimp, he held marketing positions at digital music and entertainment-focused startups.

Guest Bio

Palmer Houchins is the VP, Brand Marketing and Communications at G2. Palmer was previously the VP of Marketing at CallRail ($125M+ in funding), where he led demand generation, brand, communications, content, and customer marketing teams. Prior to CallRail, he worked for almost 8 years as an early employee at another Atlanta-based high-growth company, Mailchimp (acquired by Intuit). At Mailchimp, Palmer held several marketing roles, most recently serving as their Director of Integrated Marketing. Before Mailchimp, he held marketing positions at digital music and entertainment-focused startups.

Episode Summary

This episode features an interview with Palmer Houchins VP of Brand Marketing and Communications at G2, the largest and most trusted software marketplace, helping 60 million people every year make smarter software decisions based on authentic peer reviews. Palmer previously served as a senior marketing leader, and G2 customer at Mailchimp. He was also the VP of Marketing at CallRail, where he led demand generation, brand, communications, content, and customer marketing teams. 

Key Takeaways

  • The consumerization of B2B is absolutely happening.
  • Marketers should keep in mind where brand fits into your overall demand gen strategy.
  • Your brand is your organizational glue.

Quotes

“We’re going to go to market with both a seller and buyer campaign, and this is where the brand becomes sort of a glue, we make sure that the way that we’re presenting ourselves is cohesive.”

Episode Highlights

*(03:13 - Palmer’s role at G2

*(03:58) - Segment: Trust Tree

*(14:49) - The consumerization of B2B marketing

*(26:01) - Segment: The Playbook

*(25:50) - How transparency gains consumer trust

*(28:38) - Why brand is your organizational glue

*(30:36) - The Dust Up 

*(32:09) - Segment: Quick Hits

Episodes Transcript

  • The consumerization of B2B is absolutely happening.
  • Marketers should keep in mind where brand fits into your overall demand gen strategy.
  • Your brand is your organizational glue.
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