Personal branding has emerged as a crucial element for career success in numerous fields, including marketing.

This episode of the Marketing Smarts Live Show, featuring branding expert Christine Gritmon, delves into the topic, offering valuable insights for marketers and executives.

Here's a glimpse into the key takeaways from this enlightening episode.

Christine Gritmon challenges the common misconception that personal branding is solely for self-employed thought leaders. She emphasizes that personal branding is equally vital for employees within an organization.

Moreover, contrary to the belief that one must choose between being a loyal employee and developing a personal brand, Gritmon argues, the two can coexist harmoniously.

She addresses a prevalent dilemma faced by many professionals: the perceived choice between being a dedicated employee and cultivating a personal brand. She asserts that it's not an either-or situation. Building a personal brand doesn't detract from one's commitment to their employer. Rather, it enhances the employee's value within the organization and in the broader industry.

Christine Gritmon's insights underscore the importance of personal branding for B2B marketers and executives as well.

By embracing personal branding, B2B professionals can open doors to new opportunities, foster personal and business growth, and drive career success.

See the video for more insights:

Make sure you don't miss any future episodes: Subscribe to the Marketing Smarts Live Show on YouTube. And to catch up on all previous episodes, check out the full playlist on YouTube.

Episode Details, Guest Information, and Referenced Links

Episode No. 35

Live date: May 1, 2023

Episode link:

Original podcast episode: Why B2B Marketers and Executives Need Personal Branding in 2023 and Beyond: Christine Gritmon on Marketing Smarts [Podcast]

Guest's social media profiles:

Twitter: @cgritmon

LinkedIn: Christine Gritmon

MarketingProfs resources referenced in the show:

How to Crash-Proof Your Personal Brand in a Tight Job Market

You Need to Add Video to Your Personal Branding Strategy

"In B2B News" article referenced in the show:

B2B Marketing Without Third-Party Data: Three Things to Know

"From the #mpb2b Community" links referenced in the show:

LinkedIn post

Transcript: Why B2B Marketers and Executives Need Personal Branding, With Christine Gritmon

Welcome to the "Marketing Smarts Live" show by MarketingProfs and the Marketing Smarts Podcast. Where we dive into B2B news, resources, valuable guest content, and much more each week.

If you're a B2B marketer looking for a place to learn, keep up to date, and have some fun along the way, grab a beverage, a notepad, or at least some style of writing utensil, and welcome to the show!

Personal branding isn't only for self-employed thought leaders with websites named after them, explains branding expert Christine Gritmon. You can be both a great employee and have a personal brand.

Christine goes on to say: "[People] feel like either they’re a nice loyal employee who keeps their head down and gets the job done for their employer or they’re a personal brand who is able to live out their own dreams and get their own recognition. It really isn’t a choice,"

That and more on today's Marketing Smarts Live show.

Hello to all my Marketing Smarts Live viewers today. I’m super excited to bring you EPISODE 35 of the Marketing Smarts Live show.

This week's topic is all about Why B2B Marketers and Executives Need Personal Branding in 2023 and Beyond.

So, if you're ready to get your learn on, buckle up and let's get ready to rock and roll.

Hey, I’m your boy George B. Thomas speaker, trainer, catalyst, and host of this hear show, the Marketing Smarts Live show as well as the Marketing Smarts podcast found on your favorite podcast app.

Our guest clips today are brought to you by none other than Christine Gritmon.

Christine Gritmon empowers professionals to step into their personal brands in a bigger, bolder way on Social media.

She’s spoken on stages worldwide and is a frequent expert guest on podcasts, live streams, Twitter chats, and blog posts, as well as hosting her own weekly podcast Let’s Talk About Brand and its companion Twitter chat, #ChatAboutBrand.

Now, remember, the clips of Christine Gritmon today are pulled from the full marketing smarts podcast episode and, if you want to listen to the full interview with Christine Gritmon and myself, make sure to tune into the Marketing Smarts podcast, link to the full show will be in the description below after the live show ends.

Now, in this episode, again, I'm talking with Christine about Why B2B Marketers and Executives Need Personal Branding in 2023 and Beyond.

Brand and of course personal brand can be huge conversations. So many opinions on what it is and why it's important but, today, we are going to drill down into personal brand and why executives and B2B marketers should be focusing in on having their own potentially powerful personal brands moving forward in this digital age.

Since it is such a huge topic and since so many have their own opinions, I wanted to start by asking Christine what keeps her up at night pertaining to personal branding and the B2B space.

Here's what she had to share...



Christine: We're going to start a personal branding revolution here. What keeps me up at night is the idea, like you said, that people feel the need to choose. They feel like it's either or, as opposed to yes and. They feel like either they're a nice loyal employee who keeps their head down and gets the job done for their employer or they're a personal brand who is able to live out their own dreams and get their own recognition. It really isn't a choice. It has been in the past, and it still is at some places, but that is changing rapidly. It is definitely evolving.

Even though personal branding is a bit of an overused term right now, I haven't really come up with anything better. We are definitely in a time of the personal brand being normalized to the point where if you don't have one, if you are not known, liked, trusted, it kind of raises questions at this point.



Did you hear that?

You can and most likely should have a personal brand inside a larger company brand. As Christine stated, it's all about the known. like, trusted, rule that we humans play by.

People buy from people so, a personal brand makes it easier for the people purchasing as well as the company selling if their employees have powerful personal brands.

Do you have a personal brand? Do you want to build one in the future if not?

Put the answer to either of those questions in the chat pane or, let me know on Twitter using the hashtag #mpb2b and of course, tag me using @georgebthomas.

We’ll get back to Christine Gritmon and her thoughts on Why B2B Marketers and Executives Need Personal Branding in 2023 and Beyond But first, I have to ask...

Are you part of the MarketingProfs community? If not, become part of the MarketingProfs community by heading over to - That’s

Now, it’s time for one of my favorite sections...

In The B2B News - Where we talk about breaking B2B news or really important tips we find on the google news tab related to you and your B2B business. This week, the title is...

B2B marketing without third-party data: Three things to know BY GARETH NOONAN

Ready or not, third-party cookies will be making their departure very soon and will have a major impact on businesses.

Thanks to well-intentioned but premature headlines, many businesses have been preparing for the deprecation of third-party cookies in Google’s Chrome browser for years.

Others, though, have kicked the can down the road, confused about what this will eventually mean for their sales and marketing teams and unwilling to make changes until it actually occurs.

Not to be the bearer of bad news, but the reality is that the can cannot be kicked any longer—and in fact, for users of the Safari and Firefox browsers, that reality has been here since 2017 and 2019 respectively.

Ready or not, third-party cookies will be making their departure very soon and will have a major impact on businesses. If you haven’t prepared yet.

Want to know what you need to know? Then check out this week's B2B News article! Link will be below when the live show is over. That's right...

So let’s get back to Christine and her Marketing Smarts podcast episode.

If a personal brand is important, and I do believe as someone who has been building a personal brand for over 10 years now they are, I wanted to dig into how can those who are wanting to build a personal brand or even build a stronger personal brand, can get started.

So I asked Christine, how can the humans listening to the podcast or watching the live show get started? Here is what she had to share.



Christine: One thing that really blew my mind when it first sunk in for me a few years ago is the idea that the people who I listen to, the people who I look up to, the people I see on stages, the people whose blogs and newsletters I read, the people whose podcasts I listen to are people and they didn't start out doing all of those things. They started doing those things and maybe not a lot of people were listening or watching or looking to them for guidance.

Then maybe they said one particular thing that caught fire, usually not the smartest thing they ever said because, of course, what goes viral and goes public is not always our finest. The fact is maybe whatever it was, the spark caught and eventually word spread about this person, and they got more and more opportunities. If they were smart about it, they built that brand. But when they started, they were probably just someone like you who was good at what they do, or at least, interested—because interest actually matters more—interested enough in what they were doing in order to get better at it, in order to have conversations about it, in order to devote that personal study to it that has to come before you're creating content to do with it.

They all started somewhere. So, first of all, look at those people, look at who you are looking up to, look at who you are listening to, look at those trusted sources for you and what they're doing. If you're able to add visibility to it, look at what they did before. How did they become "a thing"?

This is really the secret sauce. This will not always work, and I know it, but a lot of them are pretty approachable. if you're smart. Step one would be look at what those people are doing, study how they're doing it, see where they're showing up and how, and figure out how you could do similar in your area of expertise.

Step number two, be an active part of their audience, not a passive part of their audience. At first, sit back, get the lay of the land, but the fact is so much is happening now on social media, in digital spaces, in Web 3.0, and still at live and virtual events. These are places where you often can try to approach that person and have a conversation with them.

By "have a conversation" I don't mean try to prove to them how smart you are, but I also don't mean fawn all over them and just say they're amazing and nothing else. Ask a question. See if you can take something that you learned from them a little bit further. See what they didn't say to show that you're engaged and you have good thoughts.

Now, you could say this to them personally. Some people draw their personal boundaries a little close to the vest, and that is completely fine. Everyone has their own energy management system. But I've been shocked in the best way by how many of these people I admire are very happy to have a conversation.

In addition to that, look at their audiences. I don't mean to poach their audiences. Don't show up in front of their audience and say, "Here's who I am, I'm super smart, come check me out." No. What you need to do is enter those conversations, be an active part of those audiences, have conversations with other people who have already identified themselves as having a keen interest in the topic, other people who are also inserting themselves into the conversation in a way that brings value and provokes thought, as opposed to just being self-serving. That will make you visible to the right people who have self-identified as having an interest in the topic that you have an interest in and a knowledge in. Also, if you show up with value, showing up in the right spaces with value is the most important thing you can possibly do.

That's how to build the strongest of personal brands. It's not by telling people you're great. It's by showing up with value, saying something that gets people thinking, saying something that has some intelligence behind it, saying something that could help someone else.

If you keep showing up with value, people are going to start asking you to show up with value. They'll ask you to be on their podcast, they'll ask you to speak at their events, they'll ask you to write a guest blog post, they'll ask to come in and consult, if that's what you do. They will want to talk to you. They might even just ask you to coffee. That's fine.

Getting to know more people and getting to tell your story and get in more people's heads in an accurate way that lets them know what you're about, that's gold. The only way to do it is to figure out not only how you can show up with value, but also where you can show up with the appropriate value.



Did you hear that?

The people were doing people things even when someone wasn't listening.

But, as they kept going, something caught "fire". And then those people built on that fire.

Also, did you hear the importance of interest and being interesting about the thing you are interested in is a key thing to think about.

A slip it in their tip that Christine said so quickly was around creating content!

Lastly be approachable. (If you're smart) and I know you are.

After the show, hit that rewind and jot down what Christine shared as a blueprint to get started with building a personal brand in the future.

Now, we will get back to Christine Gritmon in a few minutes but first it’s time for some...

Dope B2B Learnings From The Vault of MarketingProfs Articles

That's right, it’s time to dig into the treasure trove of valuable information and pull out two pieces of gold to help you be a better B2B marketer.

Article one this week is: How to Crash-Proof Your Personal Brand in a Tight Job Market by Humberto Herrera

Five years ago, asking a CEO whether he or she wanted—or needed—personal branding services would have earned you a raised eyebrow and a polite but emphatic no.

When I started my career as a branding consultant, most of my clients were ambitious entrepreneurs or midcareer professionals who were willing to invest the time and money in boosting their personal brands.

Top-level executives, however, often demurred, reasoning that they were busy and already as prominent in their industry as they needed to be.

But in an ever-intensifying job market, even top executives—I'm talking triple-A talent—have come calling.

Article two this week is: You Need to Add Video to Your Personal Branding Strategy by William Arruda

When you're building your personal brand, you want to make sure you're visible to the people who are making decisions about you. When building your brand on the Web, that means showing up on page 1 of search results for a Google search.

Why? Because if you're not on page 1, you're nearly invisible.

A Gravitate Online study found that 94% of Google users click on a first-page result, and fewer than 6% click on a page 2 result. So showing up on page 1 is essential if you want to get noticed.

So how do you make that happen? Video.

Videos are much more likely than text pages to get that coveted page 1 slot, thanks to blended search. So, instead of focusing only on blogs, articles, and whitepapers, spend time creating a video bio or a series of thought-leadership videos.

Doing so is your best opportunity to stand out from the pack and increase your influence.

Want to keep learning more? If so, check the links in the description below after the live show to get access to both amazing MarketingProfs articles.

OK, back to Christine... Let's dive back into this conversation of Why B2B Marketers and Executives Need Personal Branding in 2023 and Beyond

In this section of the live show, I wanted to cover the hurdles that might get in your way. That's right, your boy George B. Thomas want's to help you streamline your personal brand-building journey.

So, what does Christine Gritmon have to share pertaining to what to watch out for?

Take a listen and make sure to jot it down!



Christine: One really big thing is being more concerned with showing other people how smart you are than with bringing value. It's a matter of show, don't tell. Really, telling other people how smart you are is not going to do nearly as much as showing other people how smart you are by delivering value that's actually relevant to them.

It's kind of like in marketing in general, and we're hearing this more and more, you have to think of the consumer, you have to think about their needs first, not necessarily what you want to sell to them. The same is true with personal branding. You need to come up with what they need, where is there a need for your gifts. Whatever your gifts are, there is one, but you have to figure out who needs it, how they need it, what's going to get through to them, what's going to serve them.

People want to cut to the finish, people want to cut to the opportunities part, people want to cut to the fame, people want to cut to getting the fancy stages. I understand this completely. You get a little ambitious and you wonder why that person is getting the opportunities that you're not, and you feel like you're ready for the big game. You know what? Maybe you're not. What you need to do is take the time to develop that trust. The way to develop that trust is to give people what they need, not just what you feel like serving up. That's the biggest hurdle I've seen, people getting a little too excited about it.

On the other side of the coin, and this is usually different people, but not always, there are also people who feel very hesitant. A lot of people have to get out of their own heads in order to step into the spotlight in that way, in order to share their thoughts.

One of the things that I actually really love about Twitter chats, of all things, I host my own chat about brand, I love Madalyn Sklar's Twitter Smarter Chat, one of the things that I love about that is that while I do love interviewing experts and listening to expert interviews and learning from the people who I learn from, it's also tremendously powerful to say, "What do you think?" in an open-ended way to people who have identified themselves as interested in the topic. Some people really feel like they don't have anything to add to a conversation professionally. Some people shy away from that sort of thing. Or they feel like they have something to add, but they're shy, or something like that.

There's a lot of ways we get in our own heads. I think that the way to reframe that goes back to the other thing of stop thinking about the reasons why you're getting in your own way, start thinking about the other people. Stop thinking about how you're going to look or if you're going to sound stupid or no one wants to hear from you. No. What do other people need? What are other people looking for information on? What are other people looking for thoughts on? What are other people wanting to have conversations about that are the things that you also geek out on?

There's nothing better than finding someone who wants to geek out on the same things that you want to geek out on and then finding out that you're on the same wavelength. That's incredible. Give that joy to somebody else. Don't just hoard it all for yourself. Don't just hoard all of your brilliant thoughts in your own head. Recognize that other people want to geek out on it, too. Whatever you're passionate about, whatever you're knowledgeable about, there are other people who want to geek out on it. Do not rob them of that experience because you're too much in your own head to do it.



Oh my gosh!

Are you trying to look smart or are you just showing them through the value you bring to their world?

Are you thinking of their needs first?

Are you using your gifts to fill a need?

Are you trying to shortcut the personal branding journey? Don't! Just Don't.

Take time to build trust with your community.

We’re going to get some words of wisdom from Christine Gritmon here in a few minutes but right now it’s time to turn the spotlight on you, the MarketingProfs community. Yep, time for...

From The #MPB2B Community

We searched far and wide in the #MPB2B universe to find amazing information and conversation to bring to the masses.

So, first, make sure you are using the hashtag, and second, make sure you have fun and add value to the community.

Then, we’ll spotlight you or your crew on the show. This week, it's...

David Pittman: B2B Marketing Leader | Data-Driven Content, Communications and Campaigns

David shares...

Marketers, if you're not yet learning about how to use AI in your job, STOP what you're doing and invest some time to explore it.

I recommend starting by following Paul Roetzer and Marketing AI Institute. I saw Paul speak at the MarketingProfs #MPB2B conference last year, and his presentation was inspiring, energizing, and frightening all at once.

But it gave me the kick in the pants to investigate, learn, and experiment. In just a short time, my team has already had good "wins" with AI, and we're expanding our use. Don't get left behind!

But, you need to check out the description and click that link to check out the post and read or learn more!

Marketing Smarts viewer, I have to ask... are you going to be next to get the spotlight?

Remember community, use the hashtag #mpb2b on Facebook, LinkedIn, or Twitter and get the light shined on your awesomeness in the next episode or a future episode of the Marketing Smarts Live show!

Pro tip, it won't hurt if you tag me into your post as well I'm @georgebthomas on LinkedIn and Twitter.

OK, let’s kick it back to Christine and some words of wisdom around this topic of Why B2B Marketers and Executives Need Personal Branding in 2023 and Beyond.

Here is what Christine Gritmon wanted to leave us with...



Christine: This applies to all of them. Don't overthink it. Do be intentional, but don't overthink it. This goes for branding, this goes for life, this goes for parenting, this goes for anything I do in my life. I am trying to get more intentional about some things because I want to be in control of my own trajectory. Instead of just letting things happen to me, I would like to be an active participant in my own life.

Overthinking stuff is the best way to stall action or to get a lot of action in the wrong direction. Overthinking things really stomps out serendipity. So, don't overthink things. Be genuine. Be yourself. Trust yourself. You can be intentional, but do not overthink because you're going to get stuck. Don't fall for that.



Be intentional but don't over think it! BOOM!

Be in control of your own trajectory!

Be genuine, be yourself, trust yourself... and... Don't get stuck!

Have you enjoyed today's journey? Let us know, use that hashtag #mpb2b on whatever platform you are joining us on.

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image of George B. Thomas

George B. Thomas is a marketer, video Jedi, and HubSpot certified trainer with 25+ years of sales and marketing experience. George is owner and HubSpot Helper at He has a record-breaking 38 HubSpot sales, marketing, service, CRM, and CMS certifications. George harnesses his expertise in graphic design, Web development, video editing, social media marketing, and inbound marketing to partner with, teach, and develop solutions for companies looking to develop their businesses and increase their revenue.

LinkedIn: George B. Thomas

Twitter: @GeorgeBThomas