How to Redefine Value in the Buyer’s Journey
Ryan Nelsen, Chief Marketing Officer at StackAdapt, dives deeply into redefining value across today’s complex buyer journeys. He discusses the impact of trust, the power of customer-centricity, and the strategic role of brand marketing. He shares real-world insights on combining brand and performance efforts for maximum revenue impact. He also outlines how AI and creative collaboration spark new ideas in B2B marketing.
How to Redefine Value in the Buyer’s Journey A Conversation with Ryan Nelsen, Chief Marketing Officer at StackAdapt EPISODE 174 Steve MacDonald HOST:
Table of Contents • [0:44] Introduction to Ryan Nelsen • [24:56] Full Podcast Episode • [2:35] Episode Highlights Video • [1:20] How to Approach the Evolving Buyer’s Journey • [1:43] Closing the B2B Buyers Trust Gap for Business Success • [1:50] Letting the Voice of the Customer Leads Marketing Efforts • [1:56] Boosting Long-Term ROI by Doubling Customer Engagement • [2:27] Aligning Brand and Performance for Lasting Business Impact • [1:36] Sparking B2B Momentum with a Strong Brand Presence • [4:43] Merging Brand Strategy and Direct Performance for Powerful Returns • [3:46] Harnessing New Tech and AI for Tomorrow’s B2B Marketing Wins • [0:46] Be Bold: Bridge Gaps and Transform Buyer Journeys • [0:29] Short - Merging Brand Strategy and Direct Performance for Powerful Returns
ABOUT Ryan Nelsen Ryan Nelsen, Chief Marketing Officer at StackAdapt, dives deeply into redefining value across today’s complex buyer journeys. He discusses the impact of trust, the power of customer-centricity, and the strategic role of brand marketing. He shares real-world insights on combining brand and performance efforts for maximum revenue impact. He also outlines how AI and creative collaboration spark new ideas in B2B marketing.
FULL EPISODE "Know your audience and the pain points they truly need you to solve. Understand the value you provide and how your solution addresses those challenges. That’s what it all comes down to—and that’s where the magic happens." – Ryan Nelsen
[2:35] Episode Highlights Video
[1:20] How to Approach the Evolving Buyer’s Journey "There will be different inputs into that journey, with various touchpoints and inflection points along the way. Leveraging technology, people, and the resources available to us now is essential to stitching that journey together in a more seamless, connected way." – Ryan Nelsen
[1:43] Closing the B2B Buyers Trust Gap for Business Success "You have to build customer trust, and sometimes using the ecosystem around them is a great way to do that." – Ryan Nelsen
[1:50] Letting the Voice of the Customer Leads Marketing Efforts "As a marketing leader, I love having our product marketing team listen to calls and understand pain points. All of that infuses into the overall puzzle pieces of how we’re adding value to customers." – Ryan Nelsen
[1:56] Boosting Long-Term ROI by Doubling Customer Engagement "Make sure there is always a strong focus on the customer and that we stay close to what will truly resonate—what will have the biggest impact. Every tech leader should evaluate the extent to which the customer influences the roadmap, the messaging, and the journey because our goal is to serve them." – Ryan Nelsen
[2:27] Aligning Brand and Performance for Lasting Business Impact "Consider making everything performance-driven while still engaging in brand marketing activities. This means connecting the journey of brand lift and emotional connection to the campaign, touchpoints, and ultimately, the ROI." – Ryan Nelsen
[1:36] Sparking B2B Momentum with a Strong Brand Presence "I think it comes down to momentum—you can feel which B2B companies are the ones to bet on based on the momentum they have. This groundswell movement starts to influence decision-making, creating pressure to choose the winner." – Ryan Nelsen
[4:43] Merging Brand Strategy and Direct Performance for Powerful Returns "As marketers, we work hard to reach our audiences and cut through the noise. But often, the perfect business message isn’t what they want to hear. Instead, they’re drawn to something more personal—something that aligns with their passions and what truly matters to them." – Ryan Nelsen
[3:46] Harnessing New Tech and AI for Tomorrow’s B2B Marketing Wins "I think a lot of content creators are using basic tools to speed up processes, but there’s so much more we can do with data, system integration, and process optimization. We’re just scratching the surface when it comes to creativity." – Ryan Nelsen
[0:46] Be Bold: Bridge Gaps and Transform Buyer Journeys "Know your audience and know the value you offer, then connect those two." – Ryan Nelsen
YOUTUBE SHORT: "As marketers, we work hard to reach our audiences and cut through the noise. But often, the perfect business message isn’t what they want to hear. Instead, they’re drawn to something more personal—something that aligns with their passions and what truly matters to them." – Ryan Nelsen
Watch us on your favorite platform
