symplr Archives

Expert Mode: Creating a Category, Humanizing a Brand, and Building B2B Resonance in Regulated Industries

Agile Brand Guide on September 7, 2025

In B2B marketing, especially in highly regulated industries like healthcare, “bold” and “memorable” aren’t usually the adjectives that spring to mind. But Kristin Russel, CMO at symplr, has a different take. With a background that spans government speechwriting, spinning classes, and multiple executive marketing roles, she brings a refreshingly pragmatic—and occasionally irreverent—lens to brand-building in complex sectors.

Expert Mode: Branding in Healthcare Technology: Standing Out Without Stepping Outside the Lines

Agile Brand Guide on August 14, 2025

The healthcare technology sector is not traditionally known for its bold marketing campaigns. Strict regulations and a generally conservative environment often lead to a sea of sameness, with many brands struggling to differentiate themselves.

#53: Creating brands and categories in regulated industries, with Kristin Russel, Symplr

Agile Brand Guide on July 22, 2025

Can a brand in a highly regulated industry stand out without stepping outside the lines? Today we’re going to talk about how to create memorable brands and even new categories—within established and often highly regulated sectors like healthcare…

Category creation for B2B brands

Agile Brand Guide on May 27, 2024

Creating a new category is a strategic move that can have a significant impact on a company’s success in the marketplace.

Innovation and differentiation for B2B brands

Agile Brand Guide on April 29, 2024

In today’s competitive B2B marketplace, it’s crucial for companies to innovate, differentiate, be customer-centric, and authentic in order to build a memorable brand that stands out from the crowd.

S1 | 6: Memorable B2B brands in a shifting demand gen landscape with Kristin Russel, CMO at Symplr

Agile Brand Guide on March 12, 2024

Today we’re going to talk about what it takes to build a memorable B2B brand, creating new categories in established industries, and the latest trends in demand generation amidst increased automation, demands for self-service tools, and more.

To help me discuss these topics, I’d like to welcome Kristin Russel, Chief Marketing Officer at Symplr.