The B2B Brand Playbook: Lessons From Paddle's Journey to Becoming a $1.4Bn Unicorn

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!

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Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.