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Big budgets can buy attention, but they are not the only way to earn it. In this episode, Dan speaks with Greg Overmonds, VP of Marketing at SWTCH, about how challenger brands can create an outsized presence by staying laser-focused on the right audience, resisting shiny-object tactics and investing in the ideas most likely to make an impact.

Listen to how SWTCH combines proven B2B marketing fundamentals with new AI tools, including a series of bold, fully AI-generated commercials designed to compete for attention alongside much larger brands. Find out why a strong story still matters more than the technology, how marketers can take creative risks without compromising their brand and why AI should create more room for strategy, not replace genuine customer understanding.

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In this episode of the Fide Podcast, Dan Beresh speaks with Daphne Luchtenberg, Global Marketing Director for McKinsey Operations Consulting, about what makes B2B marketing and client storytelling actually work.

Daphne shares why the fundamentals of B2B marketing still matter: clear value propositions, deep audience understanding, emotional relevance, strong brand trust, and content that helps buyers see what is possible. The conversation explores how professional services firms can move beyond features and proof points to tell more compelling client stories, why the client should always be the hero, and how AI can support marketers without replacing the human relationships at the center of complex B2B sales.

A practical conversation for B2B marketers, communications leaders, consultants, and professional services teams looking to create stronger stories, sharper thought leadership, and more effective go-to-market communications.

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Most teams treat the creative brief like admin work. It is not. It is the difference between marketing that works and marketing that simply exists.

In this episode, we break down why the agency should write the brief, how skipping this step leads to bad ideas and weak results, and why “we need a video” is never the real problem. We cover what belongs in a strong brief, how to give creatives direction while allowing them to bring their ideas, and why defining a clear audience is non-negotiable.

We also dig into measuring success beyond vanity metrics and how to use the brief as a living tool when projects inevitably change.