Building a powerful brand that keeps you one step ahead of intent
Join Oana Manolache & Bryan Law in a discussion about how businesses should approach brand building by prioritizing consistency, authenticity, and differentiation. By consistently delivering on their brand promise and values across all touchpoints, businesses can create a memorable identity that resonates with consumers and distinguishes them from competitors.
In an insightful session, Brian Law, the Chief Marketing Officer (CMO) of ZoomInfo, shared his unconventional journey into the marketing world. Bursting with ambition of becoming a politician, Brian pivoted towards business psychology, evolved into corporate strategy, and finally nestled himself into the vibrant realm of marketing.
Brian, as the captain steering the marketing helm of ZoomInfo, penned down a couple of critical strategies that have catapulted the company to its current zenith. With a keen focus on the efficient expenditure of media and building a robust rapport with sales and finance teams, he emphasized how such a stance contributes to credibility-building.
Signing the importance of a company’s most significant asset—its employees, Brian elucidated their role in setting the wave for the company’s course. In his view, the collective inputs from team members embody valuable insights that can lead to an effective and decisive company strategy. Striking a balance between profitability and growth, Brian underlined the significance of prioritizing efficiency while concurrently steering the wheel towards growth initiatives.
Moreover, Brian underscored the value of brand investment and its direct link to bolstering demand generation conversion rates. Being at the forefront of consumers’ minds, especially during purchasing decisions, is vital for brand recall. Aligning with this, he accentuated how a strong emotional connection aids decision making, which overrides the absence of emotional influence.
When the conversation landed on the topic of artificial intelligence in marketing, Brian shone a light on the role of accurate data in the effective functioning of AI models. Introducing the audience to ZoomInfo’s AI-based product ‘Copilot,’ set to launch in May, he explained how it’s geared to fine-tune sales performance by targeting priority accounts, devising relevant conversation cues, and generating outreach.
Discussing ZoomInfo’s team dynamic, Brian touched upon the productive utility of daily meetings with the executive team. An approach that fosters swift resolution of potential issues and forges extensive cross-departmental collaborations.
Looking ahead, zooming into 2024, ZoomInfo is all set to accentuate the importance of emotional connections in marketing, veering away from the traditionally data-focused approach. Additionally, by consolidating their go-to-market operations, the company aims to perfect the alignment between its sales and marketing teams in a bid to optimize their channel motions.
With a blended concoction of rich insights, Brian’s marketing acumen shines a light on the innovative strategies that make ZoomInfo the leader it is today. His refreshing perspective, coupled with a steadfast dedication to the principles of growth, profitability, and efficiency, presents a powerful blueprint for businesses aiming for marketing excellence in a digital world.
