We are joined by Andrew Davies, CMO of Paddle in this episode. Paddle is a comprehensive payment infrastructure provider for SaaS companies, handling complex aspects like payments, taxes, and subscriptions. The company has achieved unicorn status with a $1.4 billion valuation and serves about 4,000 companies worldwide. Andrew discusses Paddle's approach to brand-led B2B marketing and how it's differentiating itself in the competitive SaaS market. He shares valuable insights into three key areas: 1- The importance of long-term brand investment in B2B, 2 - Adapting B2C and lifestyle brand strategies for B2B audiences, and 3 - The evolution of the CMO role as a commercial operator. Andrew's experience with Paddle offers a compelling look at building a strong B2B brand through innovative content strategies and identifying under-considered growth opportunities. If you work for or own a B2B brand, then this episode is for you!
We’re back with Scratch after the long summer break! For our first episode after the break, we’re thrilled to sit down with Andrew Davies, the CMO of Paddle, a leading payment infrastructure provider designed specifically for SaaS companies. Paddle takes care of the tricky stuff—payments, taxes, subscriptions—essentially all the payment logistics, so businesses can focus on what really matters: growth. In our conversation, Andrew dives deep into the art of building a brand-led B2B business and tells us why long-term brand investment is key to true marketing efficiency.
One of the key takeaways from this episode is Andrew’s insight on how B2B marketers can learn from B2C and lifestyle brands by focusing on people, not just businesses. We also discuss the challenges in educating boards and CEOs about modern marketing approaches, the importance of long-term brand investment, and the evolving role of CMOs as commercial operators. Another recurring theme from this episode (something that we’ve heard quite a few times now) is the importance of understanding the broader business ecosystem and speaking the language of top business leaders. We also touch on overlooked growth opportunities, the evolving role of CMOs, and how critical it is to align your team on messaging and the overall brand story. If you work for or own a B2B brand, then this episode is for you!
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/Jv422AbPnP4
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Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Andrew Davies of Paddle in this episode.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Find Andrew on LinkedIn.
Find Eric on LinkedIn and tweet him @efulwiler.
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