Attention is currency, and trust is the ultimate growth lever.

In this episode of Straight to Voicemail, Rachel Elsts Downey taps Gretchen Freemyer, Associate Director of Growth at Gravity Global where she helps B2B brands cut through noise with bold, audience-first campaigns. Her expertise spans sales enablement, brand strategy, and content design that converts.

You’ll learn:

• Gravity Global’s “Fame, Admiration, Belief” framework for building brand trust
• Why naming your audience’s fear is key to earning attention and action
• How taking bold risks can transform B2B storytelling

Jump into the conversation:
(00:10) Gretchen frames today’s B2B landscape: attention is currency, trust is what keeps it
(00:50) The FAB framework: Fame, Admiration, Belief, and how each builds trust
(02:30) Why naming your audience’s fear is more powerful than showcasing your product
(03:35) How to spark admiration by creating bold, curiosity-driven content
(04:40) The lemur campaign: turning plumbing into a memorable B2B brand moment
(05:30) Trust starts by understanding what your audience truly cares about

Straight to Voicemail is for CMOs, CEOs, and Heads of Marketing in B2B tech who want insights from the people who’ve been there. Each episode centers on one big question answered like a voicemail you’ll want to play again.

Don’t miss this conversation! Follow Straight to Voicemail and explore Genius Cuts for more B2B content strategy insights.