35: Advocacy Marketing Metrics that Matter - with Natalie Gullatt, President of the Black Marketers Association of America (BMAA)

In this episode of Women in B2B Marketing, host Jane Serra interviews Natalie Gullatt, a B2B marketing expert and the President of the Black Marketers Association of America (BMAA). Natalie shares her career journey, discussing her transition from law to marketing and her experience in various industries.

Natalie talks us through:

• the differences between B2B and B2C marketing, highlighting the broader range of responsibilities for B2B marketers
• the importance of customer-centricity, customer success managers, and advocacy marketing
• metrics used to measure the success of advocacy marketing
• current strategies for driving growth and revenue
• why content creation is only valuable if it is effectively distributed to the target audience
• high costs and low conversion rates of in-person events
• the role of customer marketers in retaining and generating revenue from existing customers
• the BMAA and its mission to empower and support black marketers
• why companies must be committed to diversity, equity, and inclusion

Key Links:

Guest: Natalie Gullatt - https://www.linkedin.com/in/nataliegullatt/

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

Black Marketers Association of America (BMAA): https://blackmarketers.org/