Growing upmarket as a company means more than just hiring account executives to sell into new territory. Lauren Weinberg, Global Head of Marketing and Communications at Square, a financial services and digital payments company, knows this first hand. Before sales teams can even start selling, extensive research needs to be done in order to understand who the personas are in the new market and how they think and operate differently from the personas that reps may be used to selling to. It means tapping into the marketing channels you know they're in and creating content that will resonate with them, all while fighting to get ahead of a noisy digital market. But more than anything, growing upmarket means increasing your brand's awareness not just of one product, but of your entire suite of solutions. During this episode of Revenue Talks, Lauren explains how she's worked over the past four years to increase Square's brand awareness to help the company grow not only upmarket but also internationally. Like this episode? Let us know by leaving a review! You can connect with Katie and Lauren on Twitter @KatieJfoote, @WeinbergLauren, and @DriftPodcasts.