In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Giuseppe Caltabiano, Senior Director of Marketing at AVK. Together, they explore the fascinating journey of how AVK transformed from a niche data center energy provider into a bold, memorable brand that's breaking conventions in the B2B space. How do you make power solutions for data centers exciting and human? Can coloring books and billboards really work in technical B2B marketing?

➡️ Giuseppe brings a unique perspective as both a practitioner and academic, combining rigorous marketing theory with creative execution. He shares the compelling story behind AVK's unconventional brand refresh—from creating coloring books that position the company as playful and approachable, to installing bold billboards in unexpected locations. You'll discover why storytelling is fundamental to B2B success (backed by neuroscience), how AVK leveraged employee stories to build authentic brand narratives, and why breaking with industry conventions can be your competitive advantage. Giuseppe also reveals how classical marketing principles like mental availability and the 95-5 rule apply perfectly to complex B2B environments, and discusses the crucial crossroads facing the data center industry as it balances growth with community concerns.

If you're a B2B marketer looking to break free from conventional approaches, build trust through authentic storytelling, and create campaigns that actually stand out in a crowded marketplace, this conversation is packed with actionable insights and inspiration. Giuseppe's approach proves that B2B marketing doesn't have to be boring—it just has to be human.

Chapters:

[00:01] Introduction to Trusted Influence in B2B

[02:10] What AVK Does - Energy Solutions for Data Centers

[04:06] The Power of Storytelling in B2B Marketing

[09:13] The Brand Refresh Challenge and Opportunity

[18:12] Engaging Internal Teams Through Storytelling

[24:57] From Billboards to Coloring Books - Creative Campaign Tactics

[32:29] Applying Marketing Effectiveness Principles in B2B

[37:35] What's Next for AVK's Brand Journey

Follow Giuseppe Caltabiano

https://linkedin.com/in/giuseppecaltabiano

AVK Website: https://www.avkgroup.com

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If you care about making B2B marketing more meaningful, useful, and memorable, this conversation is for you. It's honest, reflective, and packed with takeaways that can help elevate your approach to thought leadership—whether you're a content creator, strategist, or brand leader.

🌐 Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

💬 What unconventional marketing tactics have worked for you in B2B? Let us know in the comments below.

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