"If you build that brand trust, everything else is going to start to follow," says Carol Howley, Chief Marketing Officer at Exclaimer

In this episode of The Content Cocktail Hour, Carol Howley, CMO at Exclaimer, discusses the essential role of brand and content in B2B marketing. Drawing from her extensive experience in both demand generation and brand marketing, Carol highlights how Exclaimer navigated a challenging market to double its ARR in two years. She and Adam explore the strategic value of rebranding, building trust, and balancing brand with demand. Carol also addresses the evolving role of content in marketing and shares insights into the underinvestment in brand due to its historically difficult ROI justification.

In this episode, you'll learn:
(1) Content drives both brand and demand generation, powering all marketing efforts
(2) Building trust and emotional connections boosts buyer confidence and long-term success
(3) Gathering insights through tools, events, and community refines your strategy for better results

Resources:
Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/
Check out The Juice HQ: https://www.thejuicehq.com/
Connect with Carol on LinkedIn: https://www.linkedin.com/in/carolhowley/
Check out Exclaimer: https://exclaimer.com/

Timestamps:
(00:00) How Exclaimer doubled ARR with brand and demand strategy
(04:02) Balancing brand and demand
(06:55) The importance of brand investment
(10:31) Content as the foundation of marketing
(15:02) The rebranding journey at Exclaimer