In this special MillenniumLive episode, we’re joined by Lisa Cole of 2X to unpack one of the most important shifts happening in B2B marketing today—moving from a funnel-obsessed model to one built on pull, not push. Lisa introduces the concept of Brand Gravity, the centerpiece of her new book, and a compelling answer to the fatigue many marketing leaders feel in chasing leads that never convert. She explores how companies can create “digital mass” by investing in three pillars—content, credibility, and community—to attract modern buyers who are invisible in traditional funnels but very much in control. From debunking outdated lead-gen habits to sharing how top brands are building long-term momentum, this episode is a must-listen for CMOs who are ready to ditch the hamster wheel and embrace a smarter, stickier model of growth.
Key Themes:
- Why the traditional B2B funnel is breaking down
- Brand Gravity and the power of digital mass
- The new growth stack: content, credibility, and community
- Shifting internal mindsets from chasing leads to attracting buyers
- Measuring long-term brand momentum in a short-term world
Listen on Spotify, Apple, Amazon Music
About 2X
2X is the global leader in B2B marketing as a service (MaaS), a subscription-based alternative to traditional B2B marketing delivery models. Offering AI-enabled B2B marketing talent and strategic consulting, 2X allows marketing leaders to accelerate growth in today’s resource-constrained environment and to deliver measurable results without increasing budgets.
Founded in 2017 by three former CMOs from major global corporations, our mission at 2X is to improve marketing performance with powerful, data-driven campaigns that help businesses create more visibility, generate leads, and increase competitive advantage—twice as fast, and with double the impact.
2X is composed of world-class marketing strategists, developers, analysts, designers and writers who work together to build, run, and optimize marketing. Our company is growing fast, and we’re looking for the best talent to join our pioneering MaaS team.
To learn more, visit 2x.marketing.com
