46: Marketing B2B Services & Advertising Tips for Better Unit Economics - with Katie Hollar, VP of Marketing at Clutch

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/