Send This To Your CEO

Branding in the Fast Lane: When (and How) to Move Quickly

In this Office Hours Live edition of Send This to Your CEO, Tyler Jacobson, Matt Gillespie, and Aaron Rosenbluth tackle a question that many B2B leaders wrestle with: When is it okay to rush a brand or rebrand? From exploring the impact of AI and rapid market shifts to identifying when to prioritize strategy over visual identity, this energized discussion uncovers the nuances of building a brand at high speed without sacrificing authenticity or connection. The team debates the pros and cons of expedited branding in both B2B and B2C contexts — touching on public brand backlash (looking at you, Cracker Barrel) and the importance of tone, positioning, audience insight, and even booth design at trade shows. Whether you’re a startup sprinting to market or an established brand navigating a merger or market shift, this episode offers sharp insights — along with a few laughs — to guide your next move. UNCODE.initRow(document.getElementById("row-unique-0"));

Unlocking Channel Growth with Insider Secrets From Top-Performing Partner Programs

Partner ecosystems are evolving, and savvy marketers are adapting to them. In today’s go-to-market reality, it’s not enough to rack up leads or partner logos. What matters is how well you align the right partners to the right customer profiles and how efficiently your efforts drive actual impact, not just activity. In this conversation, Sam Grise, 4B Marketing Director of Strategy, connects with Julie Crescenti Heck, Head of Global Partner Marketing at Ordr, to discuss modern partner marketing strategies, real sales alignment, AI-driven insights, and building mutual trust across channel programs. Julie brings perspective from both sides of the aisle—sales and marketing—and from roles at EMC, VMware, and now Ordr. Together, she and Sam unpack the future of partner enablement, the need for tighter ecosystem focus, and why trust and simplicity are more valuable than ever. It’s an honest, experience-backed discussion that any partner marketer, channel strategist, or tech seller will find valuable.

Finding the Joy and Value in Social Media for B2B Brands and Businesses

B2B Social media often carries a reputation for being bland and overtly professional. The reputation is warranted. After all, we’ve been trained to ignore the waterfall of boring, corporate content labeled “thought leadership” in our LinkedIn feeds. Embracing personality and creativity on social platforms significantly enhances audience engagement and deepens connections. When B2B social media breaks away from the conventional corporate mold, there’s a valuable shift. Humor, relatability, and a conversational style capture attention and build trust and loyalty. So loosen up and don’t fear becoming just a little unhinged. This approach turns social media from a simple broadcasting channel into a dynamic space for meaningful interaction and engagement, highlighting its role in business growth and innovation. It’s also fun to create and manage. This episode, featuring 4B Marketing Director of Content Aaron Rosenbluth, 4B’s Social Media Designer and Manager SJ Gingras, and 4B Director of Strategy Sam Grise, uncovers the reasons to move away from a staid, tiresome approach to B2B social and into something far more interesting.

The $1,000 Click: What the Most Expensive Search Term in America Means for Your Business

Discover the eye-opening reality behind the most expensive paid search term in the U.S.—and why this insight matters for every business, no matter your industry. In this high-impact episode, the 4B Marketing leadership team breaks down what’s really at stake in today’s digital ad landscape, revealing the hidden costs of inaction and the strategic advantages of smart search investments. What You’ll Learn: * The exact search term costing over $1,000 per click * Why this matters even if you’re in a completely different industry * The unseen cost of not showing up where your customers are searching * Key strategic insights from seasoned digital marketing experts Featured Experts:Aaron Rosenbluth – Director of ContentMatt Gillespie – VP of CreativeTyler Jacobson – Director of Marketing If your business isn’t investing in visibility where buying decisions are made, you’re leaving the door wide open for competitors. This episode goes beyond expensive keywords—it’s a wake-up call about the real cost of being invisible in search.

Forget What You Know About Tech Channel Marketing and MDF

Marketing in the tech channel has evolved, and relying on traditional MDF (Market Development Funds) to drive results doesn’t cut it anymore. The old days of using MDF as your primary marketing engine are gone, replaced by the need for more creative, strategic approaches. Today, it’s not enough to simply cash in on MDF dollars and pump out generic content. You need to build long-term relationships, define your unique value proposition (UVP), and supplement MDF with your own marketing efforts. Creativity and strategic investment are critical to standing out and driving genuine results in this new landscape. Understanding how MDF fits into this new reality—and how to use it effectively—can be the difference between barely getting by and dominating your space. Successful tech marketers are finding ways to supplement MDF with their own marketing resources, focusing on customer relationships and brand awareness and creating authentic, targeted content that speaks to their audience’s unique needs. Panel: Sam Grise, Director of Strategy, 4B Marketing Tyler Jacobson, Director of Marketing, 4B Marketing Aaron Rosenbluth, Director of Content, 4B Marketing