Episode 103

full
Published on:

26th Mar 2025

103: Forget Best Practices. Test Your Way to What Actually Works. - with Brandi Starr, COO at Tegrita

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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Brandi Starr, COO of Tegrita, to discuss her multifaceted career and insights into effective B2B marketing. Brandi emphasizes the importance of understanding audience needs, advocating for tailored communication strategies and rigorous testing. She also addresses the pitfalls of "shiny object syndrome" and the risks of rapid strategic changes. Brandi shares a unique case study on controlled testing and underscores the value of community and authenticity in marketing.

Brandi talks through:

  • Her career evolution through boredom and curiosity
  • How strategy and marketing automation became her sweet spot
  • The evolution and enduring power of email marketing
  • Email isn’t dead, but your playbook might be
  • Testing hypotheses in B2B marketing to find what works
  • Why memes work for SMBs but not always for enterprise
  • Building an operations-first approach to client success
  • Controlled piloting versus shiny object syndrome in marketing
  • Wild case study: how a team of women in prison outperformed SDRs
  • How community and impact became central to her career
  • Brandi’s advice to her younger self: don’t shrink, don’t dim your light

Key Links:

Guest: Brandi Starr: https://www.linkedin.com/in/brandistarr/

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

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About the Podcast

Women in B2B Marketing
A weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.
Women in B2B Marketing is a weekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph. Our goal is to inspire listeners to achieve more, strive for success, and feel a sense of understanding and community.

This is a place where CMOs, VPs of Marketing, and all strong women B2B marketing leaders discuss their top tactics, strategies, and tips for building teams, leveraging trends, and ultimately rocking their marketing careers - however that looks to them.

Leading marketing teams everywhere from fortune 500s to startups and challenger brands, these women share their stories of rising to the top - and how they overcame any obstacles that came their way.

Made by and for women, insightful for all.

Podcast Host: Jane Serra, 17+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.

LinkedIn: https://www.linkedin.com/in/janeserra/

Instagram: https://www.instagram.com/womeninb2bmarketing/
Twitter: https://twitter.com/womeninb2bmktg

About your host

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Jane Serra