Wither performance marketing? Doubtful. However, branded advertising is becoming a much bigger consideration among B2B brands that are eager to bolster their appeal to small- and medium-sized businesses and tout their values (as opposed to price points). It’s a tall order. Lydia Michael, owner of marketing agency Blended Collective, and De’Lon Dixon, team leads at CX (customer experience) at Glassbox and founder of Think Technologies, join host Matthew Schwartz to discuss how B2B marketers build relationships with SMBs and borrow a few pages from the consumer playbook to turbocharge their messaging.

Chris Oswald, EVP, head of law, ethics and government relations at the ANA, joins host Matthew Schwartz to provide some salient tips for marketers and brand managers grappling with an increasingly complicate legislative terrain at both the federal and state levels.

Jamie Gier, CMO at DexCare, joins host Matthew Schwartz to discuss the latest trends in relationship marketing, which emphasizes customer retention, satisfaction, and lifetime customer value. One option is for B2B marketers to reclaim socializing from social media, as relationship marketing is based on getting out into the field to engage customers and cohorts and make their jobs and lives easier. Gier provides some salient examples for how B2B marketers cultivate their relationship marketing efforts without being preoccupied by the transaction.