Guest: Brian Williamson

In this episode, Deborah gives commentary on our last episode's interview with Brian Williamson, the Brand and Video Leader, and Chief Story Seller at Google and YouTube. Brian shares his insights on modernizing brand strategies and the importance of a full-funnel data-driven approach in today's market. He emphasizes the need for companies to have a clear mission, vision, and values that are current and relevant to the current ecosystem, and to tell an authentic story that connects with customers across channels.
Brian also discusses the challenges of measuring the effectiveness of marketing campaigns and the importance of identifying signals and health indicators to track progress. He stresses the need for companies to focus on the top of the funnel, not just the bottom, to fuel growth and build a strong customer base.
Deborah highlights the importance of supporting prospects and customers throughout their research and buying process, even at the problem identification phase, to become their trusted advisor and gain a competitive edge. Join her for this episode of Success Beneath the Surface, "Measuring Marketing Effectiveness: Tips from a Google Expert.
Listen to the full episode here.
Links from this episode:
Brian Williamson on LinkedIn
Chief OutsidersDeborah Fell on LinkedIn

Today's guest is Brian Williamson, a digital media veteran with 20 years of experience in digital marketing and video. He is also Brand and Video Leader and Chief “Story Seller” at Google and YouTube. 
Brian inspires customers to modernize their brand strategies, emphasizing a full-funnel data-driven approach.  He walks us through what that means and why it’s critical to growth-oriented businesses today.  Brian shares his journey from growing in a farm town in New York to becoming the brand marketing evangelist at Google, interacting with and impacting businesses and marketers around the world.
Williamson shares his journey and passion for video and storytelling, emphasizing the need for a clear mission, vision, and values. He also stresses the importance of proactive branding investments and balancing performance marketing with brand marketing. Williamson advises CEOs to have realistic objectives and be patient for branding investments to pay off in the long term. Overall, this episode provides valuable insights into the world of branding and its impact on a company's growth.
Links from this episode:
Brian Williamson on LinkedIn
Chief OutsidersDeborah Fell on LinkedIn