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/

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

Women in B2B Marketing

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