Michelle Goodall a primer on B2B brand communities
Play • 28 min

Michelle Goodall is the Chief Marketing Officer at Guild, a platform for professional communities and networking. 

She’s responsible for driving Guild’s growth. She also has over 20 years of experience in marketing, digital and communications - both client-side, agency-side and as a consultant.

In previous roles, she’s worked with some of the world’s most recognisable brands including Unilever, the BBC, Viacom, Direct Line and General Mills, to name a few. ​​

We discuss:

  1. How Guild successfully grew their user base
  2. Creating a community & how it can help B2B brand growth
  3. The role of ‘belonging & purpose’ when building a brand
  4. Splitting your budget between long term brand building and short term sales activation
  5. What’s more important: the idea or the execution

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