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Join Rick and Brandon Friesen, CEO of Just Global, as they discuss the latest trends in B2B marketing. Brandon shares his journey from tech editor to agency president and discusses the importance of upper funnel engagement and long-term growth strategies. They explore the impact of AI-generated content on marketing and the necessity of a human touch. Tune in for insights on connecting data for better marketing insights and leveraging AI responsibly.


Navigating the future of marketing: insights from Brandon Friesen

In the ever-evolving landscape of marketing, staying ahead of the curve is a continuous challenge. Brandon Friesen, the President of Just Global, brings a wealth of experience and insight into how the industry has transformed and where it is headed. In a recent conversation with Rick Currier on the “On the Road” podcast, Friesen shared his journey and perspectives on the dynamic world of marketing, technology, and leadership.

The Journey from traditional media to digital mastery

Friesen’s career began in the realms of traditional media, where he witnessed firsthand the industry’s seismic shifts. Reflecting on his early days, he remarked, “Even 10-12 years ago, we were kind of traditional media planners and buyers. There was some search, there was some social; people didn’t know what programmatic was” . This period marked the beginning of a significant transition towards digital expertise, a journey that Friesen and his team at Just Global embraced with vigor.

Under Friesen’s leadership, Just Global evolved from a small team into a global operation, adapting to the rapid advancements in digital technology and data analytics. This transformation required not only technical proficiency but also a deep understanding of market dynamics and consumer behavior. “We’ve kind of been about always trying to stay at the forefront of what the market’s doing in the B2B marketing world,” Friesen explained, highlighting the company’s commitment to innovation and excellence .

‘’As new technologies, new channels emerge, you always see the rise of the specialists… what we see with a lot of clients is they want best to breed across all those things.”– Brandon Friesen

Embracing AI and data-driven strategies

The integration of artificial intelligence (AI) into marketing strategies has been a game-changer, offering unprecedented speed and efficiency in content creation and data analysis. Friesen emphasized the importance of embracing AI, stating, “It is a great tool for content and content creation. And I don’t think we should be afraid of it; we should be embracing it” . However, he also underscored the necessity of human oversight to ensure the quality and relevance of AI-generated content.

Data has become the backbone of modern marketing, enabling more precise targeting and performance measurement. Friesen discussed the challenges and opportunities presented by data integration, particularly in connecting disparate data sets across different platforms. He noted, “The biggest challenge is how are we connecting all these disparate data sets from all these different sources that don’t always play nice together?” . Overcoming these challenges is crucial for creating a cohesive and effective marketing strategy.

The Importance of full-funnel marketing

One of the significant shifts in marketing strategy has been the move towards full-funnel marketing, which focuses on engaging customers at every stage of the buying journey. Friesen highlighted the importance of this approach, stating, “We’re having way more concrete like the hottest thing is like brand gen or brand to demand or full-funnel marketing” . This strategy not only drives immediate conversions but also builds long-term brand loyalty and market presence.

Staying curious and forward-thinking

As the conversation drew to a close, Friesen shared valuable advice for professionals navigating the complexities of today’s marketing landscape. “Stay curious. Don’t start thinking you know everything. Keep paying attention to what’s out there,” he advised . This mindset of continuous learning and adaptability is essential for staying relevant and successful in an industry that is constantly changing.

In conclusion, Brandon Friesen’s insights provide a roadmap for marketers striving to excel in a digital-first world. By embracing AI, leveraging data, and adopting full-funnel strategies, businesses can navigate the challenges of the modern market and achieve sustained growth. As Friesen aptly put it, staying curious and open to new ideas is key to thriving in this dynamic field.

For those interested in delving deeper into Friesen’s experiences and perspectives, the full conversation on the “On the Road” podcast offers a wealth of knowledge and inspiration for marketers at all stages of their careers.


is the Chief Executive Officer at Just Global

Just Global:

Just Global is an integrated marketing agency built to service the world’s most impactful brands at a time of global digital transformation. Media, insights and creative services work together to create data-driven business outcomes for brands by delivering the right stories, within the right experiences at the right times. With a workforce distributed across North America, Europe and Asia Pacific, Just Global provides the world’s leading global companies with a frictionless service experience that creates richer connections between brands and their customers. The independent agency transforms ‘marketing as usual’ by activating relationships with people in wildly inventive and genuinely authentic ways.