Summary of "How to Stop The Busywork in B2B Marketing"

Podcast: B2B Marketing with Dave Gerhardt
Host: Dave Gerhardt
Guest: Dimitri Shammas
Release Date: April 17, 2025

Introduction

In the episode titled "How to Stop The Busywork in B2B Marketing," Dave Gerhardt welcomes Dimitri Shammas, a seasoned B2B marketer with extensive experience at HubSpot, where he led a 155-person creative and brand team for eight years. The conversation delves into the pervasive issue of busywork in marketing teams, strategies for effective brand differentiation, the role of AI in marketing, and Dimitri's new venture, an innovative creative agency named "Oh, Snap."

Guest Introduction

[03:13] Dave Gerhardt:
"Dimitri Shamus is an OG B2B marketer. He ran the brand team at HubSpot for eight years, managing a team of 155 creatives, developers, and other marketing professionals. Today, he’s the founder of The Creative Brand and is launching a new agency with his colleague, Jen Proud."

[04:09] Dimitri Shammas:
"My name is Dimitri Shammas. I'm the founder of The Creative Brand and co-founding an agency called Oh, Snap with my good friend Jen Proud. After a diverse career path that included being a talent agent and a developer, I found my true passion in marketing at HubSpot."

Defining Brand in B2B Marketing

[06:19] Dimitri Shammas:
"For me, brand is everything. It's your colors, messaging, logo, but more importantly, it's your unique perspective and point of view infused throughout your entire business—from marketing and sales to customer service and recruiting."

Key Insights:

• Holistic Integration: Brand should permeate every aspect of the company, not just visual elements.
• Unique Point of View: Differentiates the company from competitors by showcasing what sets it apart.

[07:17] Dave Gerhardt:
"Brand isn't just about how you look; it's about your story and how you execute it. Without a strong point of view, your brand efforts can be disjointed and ineffective."

Strategies for Differentiation

[08:12] Dimitri Shammas:
"A lot of companies think they need a brand just by having a logo and colors. But without a compelling story and a consistent message, both internally and externally, your brand won't resonate or stand out."

Notable Quote:

• Dimitri Shammas:
  "Your point of view should dictate everything from your colors to your mission and vision. It's the most differentiated aspect you have against your competition." [08:12]

[14:28] Dave Gerhardt:
"Marketing is a game of attention. To stand out, question everything and do something different from the norm. This differentiation is essential to capture and retain your audience's attention."

Key Strategies:

• Internal Alignment: Ensure every team member understands and embodies the brand's core values and story.
• Market Positioning: Develop a unique narrative that sets the brand apart from competitors.

The Impact and Role of AI in Marketing

[33:09] Dave Gerhardt:
"What role do you see AI playing in the future of B2B marketing? Specifically, what's interesting to you? What's overhyped?" [33:18]

[33:18] Dimitri Shammas:
"AI is largely overhyped. While it excels at automating tedious tasks and handling data, it's not a substitute for human creativity and strategic thinking. AI can take care of the 'dirty work,' but the nuanced, authentic aspects of marketing still rely on human insight." [33:18]

Key Insights:

• Automation of Busywork: AI can help eliminate repetitive tasks, allowing marketers to focus on strategic initiatives.
• Limitations of AI: Lacks the human experience and creative intuition necessary for authentic marketing efforts.

[35:04] Dave Gerhardt:
"I worry that relying too much on AI might lead marketers to forget how to use their own brains. The art and nuance of marketing come from human creativity, not automated processes." [35:04]

Managing Busy Work: Prioritization and Efficiency

[20:17] Dimitri Shammas:
"Busy work consists of predictable, recurring tasks that drain resources without contributing significantly to business goals. Prioritization is key—understand what truly matters and eliminate or automate the rest." [20:17]

Key Solutions:

• Clear Prioritization: Define and align on key goals to ensure the team focuses on what drives the most value.
• Automation and Outsourcing: Leverage technology and external resources to handle non-essential tasks.

[21:54] Dave Gerhardt:
"A CMO shared that their team feels overwhelmed with projects, not due to a lack of project management tools, but because they lack clear prioritization and leadership isn't effectively saying no." [21:54]

[23:23] Dimitri Shammas:
"Most teams struggle with prioritization because leaders either don't know what’s important or are unwilling to say no. This leads to non-essential projects consuming valuable resources." [23:23]

Marketing and Product Alignment

[16:37] Dave Gerhardt:
"Differentiation requires a company-wide effort, especially aligning product and marketing. How do you approach ensuring marketing and product teams work cohesively?" [16:37]

[17:06] Dimitri Shammas:
"Marketing needs to be integrated with the product team. From branding to messaging, both teams should collaborate to ensure that marketing efforts reflect product strengths and user experiences." [17:06]

Key Insights:

• Collaborative Dialogue: Regular communication between marketing and product teams fosters alignment and coherence.
• Balanced Priorities: Find the middle ground where both productivity and creativity are maintained without one overshadowing the other.

[18:46] Dimitri Shammas:
"Building trust between teams is crucial. Start with small projects to demonstrate value and gradually expand the collaboration as trust is established." [18:46]

Starting a Creative Agency: Oh, Snap

[38:14] Dimitri Shammas:
"We're launching Oh, Snap to focus on future-proofing brands. Unlike traditional agencies that provide deliverables and disappear, we aim to create scalable, evolutionary branding systems that adapt as our clients grow." [38:14]

Key Features:

• Systems-Focused Branding: Developing modular, scalable branding elements that evolve with the client's needs.
• Long-Term Partnership: Building ongoing relationships rather than one-off projects.

[40:07] Dave Gerhardt:
"Your agency's approach to integrating design systems and ensuring cohesive brand implementation across platforms is innovative. How do you ensure consistency?" [40:07]

[40:22] Dimitri Shammas:
"We define brand elements as 'Lego blocks' that can be assembled in various ways, ensuring consistency while allowing flexibility for different applications." [40:22]

Hiring Designers: Tips and Tricks

[41:46] Dave Gerhardt:
"For marketers looking to hire good designers, what should they focus on?" [41:46]

[41:58] Dimitri Shammas:
"Curiosity is paramount. Beyond skills, look for designers who are passionate and constantly seeking inspiration outside of work. This trait ensures they bring fresh, innovative ideas to the table." [41:58]

Key Qualifications:

• Curiosity and Passion: Designers should be eager to learn and inspired by diverse sources.
• Relevant Skills: Ensure their technical abilities align with your specific needs.
• Cultural Fit: They should resonate with your company's ethos and creative vision.

[42:49] Dave Gerhardt:
"Where do you typically find such talented designers?" [42:49]

[42:55] Dimitri Shammas:
"I rely heavily on networking, LinkedIn, design communities on Reddit, and referrals from trusted colleagues. Personal connections often lead to finding the right fit." [42:55]

Conclusion

Dave Gerhardt and Dimitri Shammas provide valuable insights into reducing busywork in B2B marketing by prioritizing strategic goals, fostering cross-team alignment, and leveraging AI judiciously. They emphasize the importance of a cohesive brand that permeates every aspect of a business and highlight the need for differentiation through unique narratives and consistent execution. Dimitri's new agency, Oh, Snap, aims to revolutionize creative branding by focusing on scalable and adaptive systems, ensuring that companies can maintain a strong and consistent brand presence as they grow.

[43:56] Dimitri Shammas:
"Thanks for having me, Dave. Excited for the journey ahead with Oh, Snap." [43:56]

[44:00] Dave Gerhardt:
"Thank you for sharing your expertise, Dimitri. Best of luck with Oh, Snap. Listeners can follow Dimitri on LinkedIn and join the Exit 5 community to stay updated." [44:00]

Note: This summary excludes sponsor messages and non-content sections, focusing solely on the substantive discussions between Dave Gerhardt and Dimitri Shammas.