Michael Ruby

Season 03, Episode 20

Powering Digital-First CX With A Stronger Focus On Brand

Featuring: Michael Ruby, Retina Communications

We don’t often think about brand beyond shiny messages or cool logos … but we should! In fact, brand touches and impacts everything we do.

With the acceleration of digital transformation, and the sudden pause of physical interactions, brand has quickly jumped to the top of the priority list for many B2B organizations. In fact, one-third of CMOs now place it as a top marketing capability, according to Gartner. It’s time to focus on having a brand perspective, making sure purposes are communicated and differentiating yourself from the competition.

Michael Ruby, Chief Creative Officer at Retina Communications (the ANA 2020 Agency of the Year), will shine a light on the importance of brand in 2021 and beyond during his session at the upcoming B2B Marketing Exchange, which he will present alongside his CEO Ted Kohnen. But before he takes the stage, Ruby sat in the B2BMX Podcast hot seat to discuss the reinvigorated focus on brand, including:

  • How to marry the experience you create with the numbers you need to generate;
  • Why content is a more powerful engine for building brand than traditional advertising;
  • The skills needed to effectively marry any discipline with brand; and
  • How to prioritize brand no matter your bandwidth or budget.


B2B Marketing Exchange Podcast

Official Podcast

The B2B Marketing Exchange Podcast features candid insights from those who live and breathe B2B. Every week, we'll feature the industry's top influencers and practitioners, who will touch on top-of-mind topics around content strategy, demand generation, account-based marketing, and sales enablement. Subscribe now to get a front-row seat to intimate conversations and top-rated talks from our premier events.

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#B2BMX will be a


fully vaccinated and masked event!