Becky Holloway is the founder of The Start-up Marketer, a fractional CMO marketing consulting firm specializing in supporting high-growth companies in the tech space.
In this episode, Becky breaks down buyer behaviors in 2023 and how it relates to B2B marketing effectiveness. She also shares with us step-by-step how she worked with her counterpart in Sales to establish a strong alignment - there are some great gems in this part of the interview that I think all sales and marketing leaders should listen to.
This segues into a discussion on her approach to creating a positive culture for her marketing team.
From there we move on to discussing the layoffs in the news end we end with Becky’s actionable advice to Revenue Leaders on how to improve diversity in their organization along with perspective on how it leads to more creativity, not just more revenue.
[1:57] Are Inbound Sales Models dead due to the increasing cost in advertising cost and the lower effectiveness (due to rising costs and declining effectiveness)?
[10:09] Talks about the importance of getting in front of your prospects in other ways and shares specific tactics for generating demand.
[13:09] B2B tech companies can do a lot better at leveraging video and YouTube to drive awareness and increase interest. Becky shares data to support why video is critical from the perspective of how the human brain processes video then gets into outlining her recommended video strategy.
[17:45] Breaks down how to establish a strong alignment between Marketing and Sales and shares her story during her time as a Chief Marketing Officer (CMO).
[24:40] Walks us through her steps to team-building and how she was able to form such a healthy/happy environment for her Marketing team.
[31:51] Shares her perspective on all the recent layoffs and what she thinks of the inhumane approaches that have come out in the headlines.
[38:32] Advice to Revenue Leaders on how to improve diversity in their organization and her perspective on how it leads to more creativity, not just more revenue.
As a marketing veteran, Becky Holloway has spent her career accelerating growth in technology organizations. Through a singular blend of brand strategy, analytical expertise, and empathic leadership, she has brought together creative teams that build repeatable pipelines to drive revenue growth. She is a firm believer that marketing is both art and science, and where the two meet, magic happens. Becky received her BA from Rutgers University and is the founder of The Start-up Marketer, a fractional CMO marketing consulting firm specializing in supporting high-growth companies in the tech space. In her free time, Becky enjoys gardening, bird-watching, traveling, and spending time with her teenage children.