Building a B2B scale-up machine

Michael Bouteneff is the Director of Integrated Marketing Strategy at SVB, (which was formerly known as Silicon Valley Bank). SVB helps founders of high-growth tech businesses achieve their often ambitious goals.

Michael has a background in growth marketing and brand-building, spanning both B2C and B2B industries, having worked at both start-ups and Fortune 500 companies. Prior to SVB, he held senior roles at Mastercard and IBM, to name just a few.

We discuss:

1. How SVB grows brand awareness with their target audience
2. What brand marketers are doing wrong
3. The importance of retention vs winning new customers
4. How B2B marketers can use advertising to better achieve goals