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When it comes to building a team, marketers often place the majority of their focus on getting the right people. But putting those people in a role and situation where they can succeed is just as important, according to Katrina Wong (LinkedIn | Twitter), VP of Marketing at Hired.

On this episode of Marketing Trends, Katrina discusses how to build a team with a growth mindset. She also discusses other important topics like the convergence of B2B and B2C marketing, using performance language, and much more.

5 Key Takeaways:
- Don't think in B2B or B2C, think in B2H (business to human). Every buyer is a human with emotions and a desire to be "delighted."
- Performance language is a practice that allows marketers to create a culture of accountability.
- It's important to have a growth mindset. Look for ways to improve, even when you're succeeding.
- In order for data and insights to be useful, they have to be digestible by stakeholders outside of marketing.
- It takes very purposeful effort to find diverse talent.

Bio: Katrina Wong is the VP of Marketing at Hired. She has spent 15+ years in a variety of customer facing roles including marketing, go-to-market, and revenue growth for B2b and B2B2C SaaS and Enterprise software companies.

Notes & Quotes:
Katrina's Start in Marketing - (2:30)
- Katrina studied life sciences in college, and actually started her career in consulting and data management.
- Soon, she realized the power of marketing and how it can create demand.
- Katrina started to make her transition to marketing while she was at Salesforce, and took inspiration from Marc Benioff.

Katrina's Role at Hired - (5:00)
- Hired is a two-sided job platform. Katrina controls both B2B and B2C marketing at Hired.
- Part of Hired's mission is to advocate for candidates.
- It's important to invest in one side of the marketplace, and that will naturally drive demand on the other side.
- One of Hired's differentiators is to use data to make things like salary more transparent.

Convergence of B2B & B2C (10:30)
- B2B solutions shouldn't be any less "delightful" than B2C solutions.
- "We're humans first, and we've gotten picky." - Katrina Wong
- Katrina prefers B2H (Business to Human) over the terms B2B and B2C. She wants to create a reminder that everyone, whether in a business or consumer context, is a human. All her campaigns at Hired are now fully integrated.

Account-Based Marketing - (16:00)
- "There are two funnels that matter: The revenue funnel and the people funnel." - Katrina Wong
- Katrina focuses on targeting an entire team, not just HR and hiring managers.
- Katrina tries to use performance language. Good things come when you are using the same language as your cross-functional partners.
- "A big part of building a high-functioning team is building a culture of accountability, and performance language lends itself to that." - Katrina Wong
- People are more motivated when they know they're making an impact.
- Katrina makes sure that her people know how they're performing and have the numbers to indicate it.
- Battle rhythm is a concept that Katrina uses to make sure that her people stay sharp and know what to expect.
- In order for data and insights to be useful they have to be digestible by stakeholders outside of marketing.

Putting Together a Marketing Team - (24:00)
- Having a growth mindset is important.
- Always be learning, even if you're at the top of your game. Katrina always makes sure to be retrospective, so she can analyze what has worked and what hasn't.
- "You have to be really purposeful to find diverse talent." - Ian Faison
- There isn't just one path for great marketers. There is an entire movement around skill-based resumes, because it leaves everyone more satisfied.
- People care more about working for a company with an impact and a mission than they do about compensation.
- Most difficult skills to acquire in marketing? Being a data-driven marketer is table stakes. You have to be able to do it. Soft skills and EQ are the most difficult to find.
- Open position at Hired: Senior Manager, Marketing Operations

Pardot Lightning Round - (38:30)
- Most fun app on your phone: Blinkist
- Campaign you're envious of: New Relic campaign
- Favorite Musician: Lady Gaga
- Favorite Recent Podcast: Gen X Amplified
- Thing you're excited about for the future of Marketing? Conversions. It allows B2B marketers to be even more creative.
- Best advice for first time head of marketing: Getting to your goals can sometimes take so much out of you and your team, but think about building cross-functional relationships.
- What Katrina does for fun: Snowboarding.

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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