#238: Brand | In this episode, Dave sits down with Dmitry Shamis, former Head of Brand at HubSpot and now founder of Oh Snap, to talk about what brand really means in B2B and why so many teams are stuck doing busy work instead of meaningful marketing. After leading a team of 150+ creatives and scaling HubSpot’s brand across multiple products, Dmitry shares lessons on building brands that actually stand out.
Dave and Dmitry cover:
- How to stand out in a crowded market
- How to develop and refine your point of view
- Why marketers get lost in busy work and how to stop it
- What to look for when hiring great designers
- The role of AI in B2B marketing today (and what it won’t replace)
Timestamps
- (00:00) - – Intro to Dmitry
- (06:15) - – What brand actually means in B2B
- (08:35) - – Why your POV is the foundation of your brand
- (10:45) - – How to uncover a real, differentiated POV
- (14:44) - – How to stand out in a crowded, same-sounding market
- (17:19) - – Why differentiation requires alignment between product and marketing
- (20:09) - – Building trust with product teams
- (20:58) - – Busy work in marketing: how to spot it and stop it
- (23:40) - – Why marketers burn out and how poor prioritization is killing teams
- (28:01) - – Making the case for brand work when it’s hard to measure
- (29:36) - – The “fishing” analogy: performance vs brand marketing
- (34:07) - – The real opportunity with AI in B2B marketing
- (38:06) - – How AI can eliminate bottlenecks and speed up creative execution
- (39:36) - – Why Dmitry’s starting a creative agency (Oh Snap) and how it’s different
- (42:44) - – How to hire great designers: what to look for beyond the portfolio
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
Brought to you by:
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
Consensus - An AI-powered interactive demo platform that lets you put personalized, self-serve demos on your site to turn anonymous researchers into high-intent leads. Learn more at goconsensus.com/exitfive.
Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.
Convertr - The enterprise lead data management platform that sits between your lead sources and your CRM, automatically validating, enriching, and standardizing every lead before it touches your systems. Check them out at convertr.io/exitfive.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
- Visit hatch.fm to learn more
