Kelly Hopping: Strong brand is the only way to shorten the B2B sales cycle
Attributed - A podcast by DreamdataShow Notes
It’s a sad truth, but many B2B leaders still treat “brand” as fluffy stuff, something to worry about once the “real” marketing work is done.
But when 81% of the buyer’s journey happens before sales even get involved, your brand can be your most efficient conversion lever.
In this episode of Attributed, Steffen Hedebrandt sits down with Kelly Hopping, CMO at 6sense, to talk about her "Performance Branding" framework. She’s led marketing at Fortune 500 giants Dell and Kraft Foods and scaled the AI powerhouse Demandbase. She’s got the experience, so she’ll be sharing how she bridged the gap between consumer-style storytelling and high-velocity B2B revenue engines.
What you’ll learn in this session: - Why a strong brand narrative is the only thing that shortens the sales cycle when the buyer won't talk to a human. - How Kelly structured her teams to own 95% of the company pipeline by aligning Brand, Demand, and SDRs under one mission. - Why shared metrics between the CMO and Head of Sales are the only way to scale "Performance Branding." - How to make sure your brand shows up when buyers (and LLMs) are researching your category behind the scenes.
If you’ve ever been told to “just run more ads” when the pipeline is down, this one’s worth your time. Follow Kelly Hopping on LinkedIn: https://www.linkedin.com/in/kellyhopping/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.
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