Balancing Brand and Demand in B2B Marketing with Aaron Hassen

B2B buyers are changing, and trust in brands is at an all-time low. Aaron Hassen, co-founder of AH Marketing, breaks down why traditional marketing strategies are failing and what businesses must do to stay relevant.

From building bold brands to navigating the shift toward informal, trust-driven engagement, Aaron shares insights on what it takes to capture attention and create demand.

He explores why businesses struggle to balance brand and demand generation, how executives consume content more like everyday consumers, and why human-centric marketing is the key to winning trust.

Conversation points:

• Why B2B buyers distrust brands more than ever before
• The rise of informal, human-centered marketing
• Why bold brands stand out in an AI-driven content overload
• The shift from logical to emotional marketing in B2B
• How demand generation and brand building must work together
• The power of influence, dark social, and digital word-of-mouth

A. Lee Judge is the host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.