73: CPG or B2B: Customer Obsession Reigns - with Irem Isik, Head of Marketing at Storyly

In this episode of "Women in B2B Marketing," host Jane Serra sits down with Irem Isik, Head of Marketing at Storyly, who shares her journey from B2C roles at Unilever and Nestlé to leading marketing in a B2B startup. Erin discusses the transition from structured corporate environments to the dynamic startup world, emphasizing the importance of understanding customer needs and adaptability. Key takeaways include the significance of maintaining brand authenticity, leveraging content as a marketing asset, and building genuine relationships. Erin also highlights the evolving landscape of B2B marketing, where emotional connections and a customer-centric approach are crucial for success.

Irem and Jane talk through:

• Differences between large corporations and startup environments
• Importance of understanding the customer and being customer-obsessed
• Skills and experiences carried over from B2C to B2B marketing
• Marketing the emotional benefits of products rather than just the functional aspects
• The evolution of brand marketing in the B2B space
• The concept of the "media company mindset" in B2B marketing
• Building partnerships and community engagement
• Challenges in conducting customer research in B2B
• The significance of personal branding and networking in marketing careers

Key Links:

Guest: Irem Isik - https://www.linkedin.com/in/isikiremtr/

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