From ABM to Contact-Based Marketing: Jess Cook on Building a New Category at Vector

Marketers are under constant pressure to prove impact. Often with smaller teams and tighter budgets. The challenge? Balancing brand building with demand generation while keeping content fresh and effective.

In this episode, Jess Cook, Head of Marketing at Vector, shares how she’s tackling that balance in real time. Jess talks through practical ways to get more value from every piece you create, without burning out your team. She explains why “minimum viable content” can help you move faster, how repurposing can multiply your reach, and why even unexpected moments (like a CEO going rogue on LinkedIn) can become brand building opportunities.

We also cover:

• How to establish authority in a new category.
• Why repurposing can be your most effective growth strategy.
• The benefits of testing fast instead of chasing perfection.
• How to turn unpredictable moments into authentic brand stories.
• The evolving relationship between brand and demand.