Breaking Down Performative Allyship & Pandering In B2B

B2B Marketing Exchange

English - June 24, 2020 09:00 - 54 minutes - 126 MB - ★★★★★ - 5 ratings
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Historically, taking a stand on political and social issues was considered a risky move for marketing and brand executives. In the current climate, however, it's risky not to take a stand. In a world where many judge a company's alignment (or misalignment) with these issues based on how quickly they respond, how can organizations (even those in B2B) ensure that they're not only taking the correct measures, but developing a strategy that can make a tangible impact? It's a lot for even seasoned executives to navigate, and that's why, for this episode of the B2BMX Podcast, we sit down with Katie Martell, marketing truth-teller and an expert on the cross-section of marketing and social movements.

During our discussion, we get to the heart of what's top-of-mind for us as content creators and community builders, including:

Speed or quality of response. Is there a right answer?What is performative allyship and how can we ensure we don't do it?What are some ways to spot brand pandering?How can we best amplify the voices that need to be heard right now?How can we hold leadership and ourselves accountable every day?How can we drive positive change within our teams and make this change scale?

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@katiemartell