Brand meets
demand: 5
lessons

5 lessons B2B can steal from consumer
giants like Danone & McDonald’s

Watch the webinar

“I’m not marketing yoghurt.”

That’s what people say to Gracie when she tells them where she started. Yoghurt, one of the most commoditized categories on Earth, and consumer brands still make you cry over it in a 30-second ad. Meanwhile, most B2B brands can’t make you feel anything with a $2M pipeline riding on it. 30 minutes with Gracie (Unilever, Diageo, Ford, Spotify, HSBC) and David Hayes on the five rules consumer giants steal from each other, and the demand engine that turns them into actual revenue.

What you’ll actually get

Five rules big consumer brands live by. Steal them before your competitor does.

Know their whole day, not just your product page

When your product signals taste, not just utility, you’ve built a moat nobody can undercut on price. Ask yourself: does using your product make someone look sharp, or does it just make them logged in?

Design every touchpoint like someone’s watching (because they are)

A birthday gift with a QR code. A do-not-disturb button on a plane. Deliberate, not default. Your onboarding email is currently running on autopilot go check.

Referral: The growth hack nobody had to pay for

The fastest-scaling consumer brands treat word-of-mouth as the strategy, not the afterthought. Most of yours is already happening in dark social screenshots, forwarded decks, Slack shares whether you’ve designed for it or not.

Make using you a personality trait

Trust: The one thing competitors can’t copy-paste

Long B2B sales cycles are risk-averse for a reason nobody pre-built the trust. Brand does that job. Skip it, and every deal starts from zero, every single time.

Your five-lessons cheat sheet

All five lessons on a single page. Keep it, pass it round the team.

Gracie Page-Fozzati

Your host (used to sell yoghurt, unbothered)

Gracie spent four years marketing yoghurt for Danone a category so commoditized it makes B2B software look like haute couture and still moved the needle on how people think about their own gut health. She’s since done brand for Unilever, Diageo, Ford, Spotify, and HSBC. She’s not here to make B2B feel bad about itself. She’s here because most of B2B is still doing what consumer brands abandoned a decade ago, and someone should say so.

David Hayes

Your host (lives and dies by the CRM)

David doesn’t care how good your brand deck looks if the pipeline number at quarter-end doesn’t move. He’s the guy who’ll cut off a brand conversation with “cool story, what’s the CAC on that” and then, to be fair, show you the receipts where brand and demand ran as one engine and both numbers went up anyway (AWS, for one).

Come ready to defend your Q3 budget split. He’s got opinions, and they’re not for the faint of heart.