In this episode of Women in B2B Marketing, host Jane Serra interviews Katie Hollar, VP of Marketing at Clutch. They delve into the nuances of B2B marketing from a B2B Services perspective, with Katie sharing insights from her journey and the importance of having a strong point of view (POV) to stand out in the industry. They discuss the challenges of economic uncertainty and the strategies for navigating it.

Katie and Jane talk through:

• Katie's experiences working in both large and small companies and the lessons learned from each
• the differences and challenges in marketing for B2B services compared to SaaS companies
• starting with a broad approach when testing new ad channels but keeping messaging targeted
• the impact of economic uncertainty on B2B services and the shift in project nature and demand
• the benefits of niching down
• leveraging community amplification for brand reach
• drawbacks of overengineering attribution models and the need for a more creative and influential approach
• avoiding lazy reporting and understanding the down-funnel impact of marketing efforts
• seeking autonomy and personal growth in career decisions, beyond being tied to a specific organization
• being emotionally connected to work and the importance of caring "less" to maintain perspective

Key Links:

Guest: Katie Hollar - https://www.linkedin.com/in/katiehollar/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

Clutch - https://clutch.co/