Season 2 Ep 4 | The Value of Being Contrarian in B2B Marketing (featuring Ilia Markov, Marketing Director at Toggl)
Update: 2022-08-12
Description
Can a brand build its name by being contrarian and opinionated, opposing popular opinion or current practice?
In this episode, we will be discovering the idea of being contrarian in B2B marketing with Ilia Markov, who is the Marketing Director at Toggl, a productivity tool that helps teams work better.
Ilia will share Toggl’s brand positioning in being opinionated and contrarian and how that has helped to build their brand. We will learn how this affects everything they do, from their operation as a team to their product development and marketing strategy.
Stay connected with Ilia on LinkedIn or Twitter.
Show Notes
- 01:44 - Ilia's career journey and his personal life in Bulgaria
- 05:01 - What inspired Toggl to position its brand as being contrarian and opinionated?
- 09:28 - How being contrarian benefited Toggl internally and externally
- 13:24 - Practical advice and steps to embrace being contrarian as a brand
- 17:18 - Lack of conviction and internal alignment are real challenges
- 19:11 - 3 tips for doing brand positioning successfully
- 24:40 - Favorite individual and brands that are contrarian at their core
- 26:27 - Fun questions With Ilia
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