Marissa Kraines on Building a B2B Brand People Actually Care About

In the latest episode of the Madvertising podcast, we sit down with Marissa Kraines, VP, Head of Brand Marketing at Webflow, to unpack what it really takes to build a modern B2B brand that people actually care about.

Marissa brings a rare combination of enterprise rigor and creative instinct, and previously was at Salesforce, where she led global social, influencer, and content programs that drove real pipeline, not just engagement. Now at Webflow, she’s on a mission to make B2B marketing more human, humorous, and culturally relevant.

We get into what that looks like in practice: from growing Webflow into a serious enterprise contender, to building campaigns like “AI Guy” that lean into world-building and storytelling rather than traditional product marketing.

We also explore how to win attention in feeds dominated by memes, why brand matters even more in an AI-driven search landscape, and how to actually measure whether brand and content are driving business outcomes. Marissa shares how Webflow activates its community of creators and agencies as an extension of the marketing team, and how her own team uses AI as a creative partner—not purely a shortcut.