Good Branding Requires Metrics and an Open Mind

BlueSky Branding CEO Lori Cohen says that branding simply boils down to “what people say about you when you’re not in the room.”

Lori Cohen is a go-to-market executive with an impressive track record in launching and growing enterprises. The founder and CEO of BlueSky Branding, Lori is a data-driven CMO with deep experience in demand generation including search engine optimization (SEO), search engine marketing (SEM), account based marketing (ABM), field and partner marketing, content-marketing, digital and much more. 

She’s also a former journalist. Lori began her career as a business reporter for PBS - and won multiple awards including a National Emmy, Peabody Award and a Nieman Fellowship to study at Harvard Business School.

In this episode of the Look Left @ Marketing podcast, Bryan Scanlon talks with Lori about the importance of branding in enterprise tech.

  • 01:15 - Discovering your “why”
  • 02:23 - Lori’s definition of branding
  • 05:36 - Marketers measuring vanity metrics
  • 08:56 - Gazelle, an example of how proper branding boosts a business
  • 16:42 - Symptoms of a lackluster brand
  • 25:12 - Branding around customer insights
  • 30:09 - Best metrics for measuring branding success

Subscribe to catch every episode of the Look Left @ Marketing Podcast.

Lori Cohen

More Episodes

See all
See all
Look Left experts share emerging content marketing themes and insights from Content Marketing World 2023.
Use these tips from the Look Left smartypants to integrate generative AI in your B2B tech content marketing and PR strategies.
A B2B rebrand isn't easy, but with the proper planning and team, you can pull it off successfully and on time.
Deb Radcliff explores the latest in cybersecurity and what to expect at RSA 2023.
With more than four decades of writing about technology, Wayne Rash shares his unique insight with Look Left’s Davida Dinerman.
Look Left discusses strategies for creating lead generation content in B2B marketing.

Work with us

Shift the spotlight

Look Left helps disruptive tech companies dramatically increase share of voice to grab the attention of the market, buyers, builders and bots.