The Dave Gerhardt Show (from Exit Five)

How to Build a Brand in B2B with Ryan Narod (VP of Marketing at Rippling)

34 snips
Feb 17, 2026
Guest
Ryan Narod
Ryan Narod, VP of Marketing at Rippling, a growth marketer turned brand leader. He breaks down Rippling’s shift from growth to memorable brand building. Hear about scrappy iPhone videos, human-first customer storytelling, the “HR Deserves Better” campaign, measuring brand with MMM and incrementality, and even planning a Super Bowl commercial.
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INSIGHT

Make HR The Hero

  • Rippling shifted focus from growth channels to building a human-first brand that makes HR the hero.
  • They tell a persona-driven story showing Rippling frees HR from manual work so they can be strategic.
ADVICE

Build A Content Flywheel

  • Hire people comfortable on camera and use interviews as content raw material.
  • Turn interviews into written posts, videos, and webinars to scale human content.
ADVICE

Use Scrappy Video For Webinar Promo

  • Use low-cost, human-first videos to promote webinars and stop the scroll.
  • Post on LinkedIn and include in emails to outperform static creatives.
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