Katie Martell On B2B Marketing Echange Podcast

Season 02, Episode 10

Breaking Down Performative Allyship & Pandering In B2B

Featuring: Katie Martell, Author
Historically, taking a stand on political and social issues was considered a risky move for marketing and brand executives. In the current climate, however, it’s risky not to take a stand. In a world where many judge a company’s alignment (or misalignment) with these issues based on how quickly they respond, how can organizations (even those in B2B) ensure that they’re not only taking the correct measures, but developing a strategy that can make a tangible impact? It’s a lot for even seasoned executives to navigate, and that’s why, for this episode of the B2BMX Podcast, we sit down with Katie Martell, marketing truth-teller and an expert on the cross-section of marketing and social movements.
During our discussion, we get to the heart of what’s top-of-mind for us as content creators and community builders, including:
  • Speed or quality of response. Is there a right answer?
  • What is performative allyship and how can we ensure we don’t do it?
  • What are some ways to spot brand pandering?
  • How can we best amplify the voices that need to be heard right now?
  • How can we hold leadership and ourselves accountable every day?
  • How can we drive positive change within our teams and make this change scale?
RELATED LINKS
B2B Marketing Exchange Podcast
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