Welcome to the Season 6 finale episode of the B2BMX Podcast! Co-host Klaudia Tirico is coming to you live from last week’s B2B Sales and Marketing Exchange show floor in Boston alongside FullSurge’s Mitch Duckler. The pair discuss Duckler’s new book titled, “The Indispensable Brand: Move from Invisible to Invaluable,” and the significance of constructing a successful brand strategy.

Marketers are so focused on best practices, clicks, followers, comments, posts and shares that they forget to build up their brand, while driving transactions. Duckler stresses the direct correlation between brand differentiation and very important business metrics. Here are the essential ways a brand can be differentiated based on these four questions:

• What you do for your customer / the value you add;

• How you provide that benefit;

• Why your company does what it does / its purpose; and

• Who your target audience is / brand persona.