Building brand awareness and buyer preference is some of the hardest work in marketing to measure. It can take years of making the case, a lot of patience, and a willingness to rethink what’s always worked.
Emily Border, VP of Marketing Strategy and Operations at Ericsson, has been doing exactly that. Three years ago, as Director of Global Demand Gen at Cradlepoint, she hired Passetto to run a marketing performance analysis, and it showed that many of their go-to tactics needed a rethink.
Since then she’s been through leadership changes and team shake-ups. Now the company is investing more in programs to build brand awareness and buyer preference, and she’s building the measurement to back it up.
She’s really honest about what worked and what didn’t, including how she’d bring leadership along differently if she did it again.
What we get into:
- The “cognitive dissonance” of saying buyers have changed while still measuring the old way
- How the case for investing in brand came together, and how she’s measuring it
- The buyer preference strategy day she led across marketing, product, and sales
- Key mistakes she learned from, including why a readout didn’t bring people along
- How she stays patient and grounded when progress is slow
- Why your people matter just as much as your strategy
Buyers aren’t the only ones whose preference you have to shape. Your leadership team is too, and Emily’s proof it’s worth the work.
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Measure marketing beyond MQLs and last-touch attribution.
Passetto joins your CRM and marketing data into one clean, governed model, so you can finally see the full story of marketing performance – not just what channel or campaign gets credited.
See how marketing influences pipeline, how marketing changes win rates and deal sizes, which programs are actually driving ROI, and where to invest next. Then query it all through AI, on demand.
🚀 See what Passetto can show you → https://www.passetto.com/book-a-call
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📹 The Ugly Truth of Being a CMO in 2026: https://www.youtube.com/watch?v=COoBGyrVY-U&t=68s
📹 How Claude Just Changed B2B Marketing Forever: https://www.youtube.com/watch?v=ft6TGfK_nFg
Subscribe to Passetto’s YouTube channel: https://www.youtube.com/@PassettoGTM
