James McCarthy on the truth behind B2B brand building

James McCarthy is the Director of Product Marketing at Similarweb. Now a public company and a 'unicorn', James leads the positioning and messaging across their products to market.

Prior to Similarweb, James was CMO at Exonar and held senior roles at Microsoft across both B2B and B2C products.

We discuss:

1. The benefits and drawbacks of hyper-targeting
2. When to invest in above the line advertising
3. How the best B2B brands tell compelling stories full of emotion
4. How Similarweb budgets towards brand building vs sales activation