How to Build a Brand in B2B with Ryan Narod (VP of Marketing at Rippling)

#330 | Dave is joined by Ryan Narod, VP of Marketing at Rippling, to break down how Rippling has built one of the stand outbrands in B2B right now. Ryan walks through real examples of campaigns they’ve run over the last year, from scrappy iPhone videos and webinar promos to high-production customer stories and their 2026 Super Bowl commercial. They talk about how Rippling shifted from being great at growth marketing to building a brand people actually recognize, how they inject more personality and “human” into everything they ship, and how they measure brand marketing without losing pipeline accountability.

Timestamps
(00:00) - - Why Rippling is going all-in on brand
(02:51) - - Ryan’s background and why he joined Rippling
(04:14) - - What Rippling does and how they position the platform
(08:14) - - What “brand marketing” means at Rippling
(10:34) - - Building a story that makes HR the hero
(19:47) - - Ryan shares Rippling marketing examples (ads, videos, webinars)
(25:39) - - High-production customer storytelling (Berries)
(31:01) - - The “HR Deserves Better” campaign
(33:59) - - How Rippling measures brand and pipeline impact
(41:36) - - The Super Bowl commercial and what it takes to pull it off
(43:39) - - Final takeaways and wrap-up

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive.

Optimizely - An AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Get a free, personalized 45-minute AI workshop to help you identify the best AI use cases for your marketing team and map out where agents can save you time at optimizely.com/exitfive (PS - you'll get a FREE pair of Meta Ray Bans if you do).

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.

Visit hatch.fm to learn more

***

What is The Dave Gerhardt Show (from Exit Five)?
Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com

Видео How to Build a Brand in B2B with Ryan Narod (VP of Marketing at Rippling) канала The Dave Gerhardt Show