In this Branding the Beltway episode, Stacey Piper talks with Michael Collins, Senior Director, Marketing and Communications at BTI360. They discuss the critical need for authenticity in marketing, particularly for Business-to-Government (B2G) companies. Michael highlights that low-production, candid content often outperforms highly polished, professionally produced material in terms of engagement, a counterintuitive lesson he learned from both commercial and B2G experiences. He shares how BTI360, despite a challenging year with COVID, earned a “Best Places to Work” award by sharing highly connected content prioritizing employee well-being – a message that resonated deeply because of its authenticity to boost engagement and earn trust within their target audience segment.
Click here to listen on Spotify.
To connect with Michael, follow him on LinkedIn here.
Learn more about BTI360 by visiting their website here.
Get in touch with host Stacey here, or visit Piper Strategies here.
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