• Taskmaster: B2B Marketing Lessons on Embracing the Unexpected with Head of Brand at Descript, Vanessa Hope Schneider

  • Apr 1 2025
  • Duración: 51 m
  • Podcast

Taskmaster: B2B Marketing Lessons on Embracing the Unexpected with Head of Brand at Descript, Vanessa Hope Schneider

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  • Playing it safe doesn’t cut it anymore. If you want to grab eyeballs, you need to be bold, unexpected, maybe even a little chaotic.That’s the magic of Taskmaster, a competition show where thinking sideways often beats playing it straight. And in this episode, we’re taking a page from its playbook with the help of our special guest, Vanessa Hope Schneider, Head of Brand at Descript.Together, we explore what B2B marketers can learn from chaos, creativity, and knowing when to follow the rules (and when to completely ignore them).About our guest, Vanessa Hope SchneiderVanessa Hope Schneider is Head of Brand at Descript. There, she leads brand, content, product marketing and community. Her focus is growing the community of creators and communicators using Descript to make videos and podcasts. She’s working to drive engagement and success through feature announcements and community education, and is developing campaigns that illustrate Descript’s perspective on creative work, and the role AI should have in it.Vanessa has previously served as Director of Host Community at Airbnb, Head of Marketing at Clara Labs, and VP of Marketing at One Medical.What B2B Companies Can Learn From Taskmaster:Think laterally. Lateral thinking is about solving problems creatively rather than relying on the most direct or traditional approach. Vanessa encourages marketers to lean into that mindset: “Sometimes your goal is most efficiently achieved by just doing the best practice... but other times you need to break out in your approach.” In B2B marketing, that might mean reimagining how you run events, pitch your product, or tell a story. It’s not about copying what others are doing, but finding the unexpected angle. Like in Taskmaster, the real wins often come from knowing when to be efficient and direct, and when to be bold, playful, or completely off-script.Know when you're the picture and when you're the frame. Sometimes your brand should be the star of the show. Other times, you should be supporting someone else’s spotlight moment. Vanessa explains, “It doesn’t always have to be your brand. It shouldn't always be your brand. Sometimes it's the voices of your customers. It's their success stories.” In the same way, Taskmaster contestants might earn points by hyping up the host, marketers should recognize when to uplift others for the bigger win.Develop your signature style. In Taskmaster, contestants approach identical tasks in wildly different ways, and that's the fun of it. Over time, you start to recognize their unique flair. The same is true for brands. Vanessa says, “It is valuable and compelling to find your style and stick to it, and then approach each new challenge from that perspective.” A strong, consistent style becomes part of your brand identity and how your audience remembers you.Quotes*“ One of the keys to success on Taskmaster and when making content is committing to the bit. If you're self-conscious, if you're mugging for the camera, if you're trying to do too many things at once, if you're distracted, the audience isn't gonna go there with you. Your readership isn't gonna go there with you, your customers aren't gonna go there with you. You have to summon the will, the courage, the focus to go all in, and that's when exciting things are gonna happen. And you might be able to find different types of creativity because you're blocking all that other distraction out.”*” B2B marketers should enjoy lateral thinking. So, sometimes your goal is most efficiently achieved by just doing the best practice, doing it well, and task faster. That would be reading the task and just doing what the task tells you to do. But other times, you need to break out in your approach. You need to be more iconoclastic or more unexpected. You're not gonna win Taskmaster or marketing if you're only doing one or the other. You have to know when to be literal and direct and when to think in new directions. Sometimes you're gonna get the most points if you just speed run the task, but other times you're gonna get points for creativity.”*“ There are instances when you are, as a contestant on Taskmaster, absolutely the star of the show, and you wanna be boisterous and you wanna be attention-grabbing. And of course, we as marketers all can think of instances where we wanna do that with our brand, but in other instances. You kind of wanna be a supporting character. So in Taskmaster, sometimes the best thing to do is make it about Greg because he's a taskmaster and he is very ego-driven…And so the analog for marketers would be. Who are you uplifting in your work? It doesn't always have to be your brand. It shouldn't always be your brand. Sometimes it's the voices of your customers. It's their success stories, so find opportunities to do both.”*“ Your style is your brand…It is valuable and compelling to find your style and stick to it, and then approach each new challenge from that perspective...
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