Building owned audiences will become existential for B2B marketers
Anthony Kennada · How I Built a Media Company (within Gainsight) that Created a $1B Brand · May 5, 2023 · at 3:03
Anthony Kennada, former CMO of Gainsight and CEO of AudiencePlus, discusses why B2B SaaS companies must build owned media channels rather than relying on rented platforms like Google or LinkedIn.
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“Fundamentally in a world where first party data is the most important currency for marketers, it's actually going to become existential for us to figure out how do we build that direct relationship.”
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