‘It’s creating demand for the future’: Zendesk on the importance of brand building in B2B
Zendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
There are few things more frustrating for a marketer than when they lose control of the message.
For the better part of 18 months, if you mentioned Zendesk the first thing people would think of was its rather messy takeover dealings, where the company rejected an offer of $17bn believing it was worth more before eventually being sold for $10bn later that same year to a consortium of private equity firms.
For one of the more well-known and respected SaaS companies in the world, it wasn’t a great look.
No wonder then that Zendesk’s interim chief marketing officer, Scott Morris, is ready to triumph some positive news: a brand refresh for the B2B company.
