Still hoping and praying that users will spread the word about your product?

What if you could guarantee it?

That’s exactly what Branca Ballot, VP of Marketing at Attio has done in her career. Instead of waiting for word-of-mouth to happen, she designs for it, giving creators and professionals the tools, structure, and brand clarity they need to amplify.

Her approach to B2B marketing flips the script: treat community and content like core growth levers, not afterthoughts. And treat video not like a shiny toy, but a tactical weapon to dominate search and social.

If you’ve been relying on product-market fit to do your marketing for you, this is your wake-up call.

Talking Shop: Nurturing a Community

Most SaaS companies hope their users will talk about them. Branca thinks you should design an entire growth engine to make sure they do.

Rather than treating community as a side effect of product success, she actively nurtures and scales it to turn passionate users into growth multipliers.

The strategy taps into two high-leverage audiences:

1. Creators who love talking about the company

2. Experts who use it professionally

Some users are naturally loud, and Branca recommends leaning into that. Give engaged users structured campaigns to share and amplify.

The result? A community that markets your company better than any paid campaign could.

Brand Strategy: Killing B2B Boredom, One Ad at a Time

B2B all too often stands for “business too boring.”

That mentality should shape community content. The goal isn’t to entertain for the sake of clicks. It’s to create a brand that’s smart, helpful, and unmistakable everywhere it shows up.

Consistency is key. Whether it’s a YouTube tutorial, a landing page, or a paid ad, a brand’s voice shouldn’t change.

That means no off-brand clickbait or disjointed messaging just to get attention.

Rank With Video

For many B2B marketers, video still feels like a “nice-to-have.” For Branca, it’s essential. And strategic.

Branca and her team have found ways to make video pay off, especially for SEO. Ranking for high-difficulty keywords isn’t easy, especially when you’re not the biggest player in your space. But she has a workaround.

The goal is to beat competitors to page one. Not with written content but with well-optimized YouTube videos. These aren't one-size-fits-all, either.

Brand libraries could include:

• Deep product tutorials

• Short-form educational videos

• Launch videos with music and strong visual branding

• Creator-generated selfie videos shot on phones

On offense

Branca knows that when you combine great products with vocal users, you don’t need to shout. Your community will do it louder and better for you (but only if you build for it).

Here’s what B2B marketers can steal from her playbook:

1. Find your power users. Creators and professionals are primed to share—lean into their energy.

2. Give them a playbook. Structured campaigns amplify naturally loud users without forcing anything.

3. Stop being boring. B2B doesn’t mean bland—treat your brand voice as sacred and keep it consistent across every touchpoint.

4. Own your niche on YouTube. Video isn’t optional anymore. It’s a shortcut to page one and a long-term content moat.

The best marketing? It’s made by the people who already love what you built. Just give them the stage.

The goal of AskCMO is to help you become a better B2B marketer. We’d love to get your honest feedback.

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