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In this episode of "Women in B2B Marketing," host Jane Serra speaks with Brandi Starr, COO of Tegrita, to discuss her multifaceted career and insights into effective B2B marketing. Brandi emphasizes the importance of understanding audience needs, advocating for tailored communication strategies and rigorous testing. She also addresses the pitfalls of "shiny object syndrome" and the risks of rapid strategic changes. Brandi shares a unique case study on controlled testing and underscores the value of community and authenticity in marketing.

Brandi talks through:

Her career evolution through boredom and curiosity
How strategy and marketing automation became her sweet spot
The evolution and enduring power of email marketing
Email isn’t dead, but your playbook might be
Testing hypotheses in B2B marketing to find what works
Why memes work for SMBs but not always for enterprise
Building an operations-first approach to client success
Controlled piloting versus shiny object syndrome in marketing
Wild case study: how a team of women in prison outperformed SDRs
How community and impact became central to her career
Brandi’s advice to her younger self: don’t shrink, don’t dim your light

Key Links:

Guest: Brandi Starr: https://www.linkedin.com/in/brandistarr/

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

103: Forget Best Practices. Test Your Way to What Actually Works. - with Brandi Starr, COO at Tegrita 47:04 Share

Women in B2B Marketing

Shownotes Transcript

103: Forget Best Practices. Test Your Way to What Actually Works. - with Brandi Starr, COO at Tegrita