In IT services, everyone says the same thing. We’ll handle your tech. We’ll keep you safe. We’ll be there when you need us. So how do you build a brand that actually means something when your product is invisible and your buyer never wants to think about you?
We’re kicking off Year 10 of He Said, She Said: Razor Branding™ with exactly that question. Ten years in, we’re still asking the same core thing this podcast has always been built on – what makes a brand actually work – and Loree Faucett gives us one of the sharpest answers we’ve heard in a while.
In this episode, Jaci and Michael sit down with Loree, VP of Marketing at ITS (Intelligent Technical Solutions), a national managed IT and cybersecurity services provider. Loree came up through Apple and HubSpot, has marketed everything from interior design to oil and gas software to winches, and now leads a 13-person global team navigating one of the most crowded, undifferentiated industries in B2B.
They get into what it looks like to walk into a company as a regime change – replacing a founder-led marketing function without breaking what’s already working. Loree talks about building regional presence for a national brand, why trust and referrals are beating digital campaigns right now, and how LLM-driven search is changing the way qualified buyers show up – and why you can’t always see them coming.
If you’re a B2B marketer trying to differentiate a service nobody wants to think about, make the case for human-led creative in an AI-first world, or lead through organizational change without losing your team – this one’s for you. And if you’ve been with us since year one, thank you for ten years of conversations – here’s to the next one.
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