The Brand Advantage: How Distinctiveness and Trust Drive B2B Growth in the AI Era
In this Calgary Marketing Association webinar, Tiller's Founder and CEO, Chantelle Little examines why B2B brand investment is becoming increasingly critical as AI reshapes how buyers discover, evaluate, and trust software companies.
Chantelle explores the growing tension many marketing teams face: pressure to deliver short-term pipeline while navigating longer buying cycles, increased competition, and declining differentiation. She outlines how brand can support efficiency across the funnel, influence buyer preference earlier, and create resilience as acquisition costs rise.
The session reframes B2B brand investment as a lever for improving performance across channels, content, and conversion. Topics include mental availability, category entry points, and how to think (and talk) about brand in a way that aligns with executive and finance expectations.
