Zara Mirza is one of the most impactful brand creators in B2B. From her transformation of GE, to the way her work is reframing the annuities category for TIAA, she’s brought meaningful success to some of the biggest brands in the world. She emphasizes the importance of making an emotional connection with B2B buyers, a crucial factor in industries with long sales cycles and complex decision-making processes. She sees AI as leveling the playing field, making it easier for companies to produce baseline content, regardless of size or history. With content becoming a commodity, she points out that brand differentiation is more critical than ever, as buyers increasingly seek partners with shared values and purpose, especially when decisions can span decades.
0:00 The role of brand in B2B
5:52 Champion your brand across the funnel
8:01 Build your brand from the bottom up
10:44 Lean into complexity before simplifying