Madvertising by AdQuick — Advertising, Marketing & Ad Tech Podcast · AdQuick

Marissa Kraines on Building a B2B Brand People Actually Care About

March 19, 2026·26 min·2 clips

Marissa Kraines explains how marketing to herself as Webflow's ideal customer gives her unique product influence.

Marissa starts with brand. The host introduces her as Webflow's VP and Head of Brand Marketing, where the job is making B2B marketing feel more human, funnier, and easier to remember. She is five months in, and the remit is broad: events, creative, web strategy and development, video marketing, integrated marketing, content marketing, brand storytelling, and go-to-market narrative. The conversation gets best when it leaves the brand language behind and turns practical. Marissa explains how a team took a shared AI pain point and got to a finished campaign in roughly two months because the partnership started early. The pain point was familiar enough to sting. People ask AI questions, get hallucinations, or get an answer that basically says it does not know. Instead of dressing that up as another product message, they made AI a person. The AI guy gave a technical frustration a face. The joke worked because the pain was real, but the speed mattered too. Marissa keeps coming back to the value of building the idea together while it is still soft, instead of passing concepts around until the energy drains out. The host brings it back to the marketer's problem: social feeds are packed with meme videos, cats, infographics, and CEO quotes, so B2B still has to earn the pause. Marissa starts at the top of the funnel. Not everyone following a brand wants a full product demo dropped into their feed. The episode stays loose, but there is a useful spine to it. The point is not to force weirdness. It is to make a serious business problem easy to spot and remember. Her closing advice is practical: brand work needs taste, but it also needs organization, because the memorable idea still has to get made.

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