The B2B Brand Playbook: Lessons From Paddle's Journey to Becoming a $1.4Bn Unicorn

We are joined by Andrew Davies, CMO of Paddle in this episode. Paddle is a comprehensive payment infrastructure provider for SaaS companies, handling complex aspects like payments, taxes, and subscriptions. The company has achieved unicorn status with a $1.4 billion valuation and serves about 4,000 companies worldwide. Andrew discusses Paddle's approach to brand-led B2B marketing and how it's differentiating itself in the competitive SaaS market. He shares valuable insights into three key areas: 1- The importance of long-term brand investment in B2B, 2 - Adapting B2C and lifestyle brand strategies for B2B audiences, and 3 - The evolution of the CMO role as a commercial operator. Andrew's experience with Paddle offers a compelling look at building a strong B2B brand through innovative content strategies and identifying under-considered growth opportunities. If you work for or own a B2B brand, then this episode is for you!