Who says a B2B brand can’t be powerful and have a big personality? Critical Start CMO Carrie Kelly brings her experience from both sides of the Client/Agency ball to show that it most definitely can. She’s using the brand to drive awareness while leveraging the company’s culture to become one of the fastest growing companies in Texas.
Who says a B2B brand can’t be powerful and have a big personality? Critical Start CMO Carrie Kelly brings her experience from both sides of the Client/Agency ball to show that it most definitely can. She’s using the brand to drive awareness while leveraging the company’s culture to become one of the fastest growing companies in Texas.
00:18 - Carrie Intro
01:03 - Path to CRITICALSTART
04:20 - Starting position right before COVID
05:01 - How did COVID affect business
06:03 - Explain role as CMO
06:55 - Who is target audience
07:28 - Emerging competition
08:41 - How do you look at competition
10:59 - Mission Statement
11:30 - “Badass” in Mission Statement
12:55 - Company values
14:34 - How do you get your message to customers
16:26 - How was manifesto received
17:14 - Articulation of tone of voice
17:53 - If your brand was a Pinterest board
18:41 - Category of business operating with fear
19:50 - Is Critical Start a purpose brand
21:47 - Is marketing 24/365
23:29 - How was marketing accepted into an engineering world
26:08 - In house creative
26:35 - Does brand drive B2B or B2B drive brand?
27:57 - What cocktail is CRITICALSTART?
29:12 - How can you find CRITICALSTART?
29:31 - “Son of a Breach” Podcast
31:12 - Where did the name CRITICALSTART come from?
https://www.linkedin.com/in/carrienkelly/
https://www.criticalstart.com/sonofabreach/
https://www.instagram.com/criticalstart/
https://www.facebook.com/CriticalStartMDR