B2B marketing is always changing, and today we're seeing brand make a major comeback.In this episode, we are joined by Jason Miller, Head of Brand Marketing Demand and Content at Tyk, as he takes us through his eye-opening journey from music into B2B marketing. Jason dives into his mission-driven approach to tackling tough problems, scaling up, and fine-tuning the technical side of B2B marketing. He also shares some non-traditional strategies and insights on brand identity, trust, and the unique hurdles of marketing to a tech-savvy audience.We also discuss: The relevance of risk-taking in marketing for groundbreaking impactJason’s approach to measuring brand through metrics like direct traffic, referrals, and branded search trafficHow to future-proof companies by focusing on customer value rather than solely serving salesThe importance of balancing long-term planning with agile marketing adaptations