How to Build Positive Work Relationships with Executives in B2B Marketing with Natalie Gullatt
In marketing, you probably use HubSpot to keep up with the newest marketing trends and strategies. They are known for providing a variety of resources to help grow your marketing career and help you become a better marketer.
I’m one of the fans, and reading the HubSpot Blog post has become one of my morning routines. In this ever-changing industry, you can’t stop learning and improving.
Although HubSpot is a great learning resource for consumers, their real business is selling Customer Relationship Management (CRM) to help their B2B clients manage marketing, sales, content management, and customer service, all in one platform.
Plus, I’ve seen HubSpot initiate multiple projects to nurture relationships with their community and heard lots of positive reviews about their company’s working culture.
To learn more about this incredible company, I invited Natalie Gullatt, Marketing Manager at HubSpot, to share her day-to-day tasks and how she builds relationships with her B2B clients in her current job.
Natalie is also a Founder of the Black Marketers Association of America (BMAA), an organization that connects Black/African American marketing professionals who specialize in the marketing field.
In this interview, you will learn:
Why Natalie chose B2B marketing over B2C marketing in her career
How she uses her solution-oriented mind to solve her clients’ problems while maintaining excellent relationships with her B2B clients—primarily executives
How she got into HubSpot and tips for job seekers who want to join the company
Great marketing resources that help her keep up with the marketing trends
Here’s a glance at this interview…
[3:31] Lydia: What’s your passion in B2B marketing, and why do you fully focus on that area?
Natalie: A lot of people say: isn’t B2C the sexy marketing? I say: yes. When I see the Coca-Cola commercials, and I know friends who work in Coca-Cola, friends who work at certain brands, friends who work at all the nice lovely “sexy areas of marketing.” But I tell people that B2B Marketing is just the more challenging space because people are selling not to just the consumers, but they are selling to the businesses…
[7:00] Lydia: Do you have tips for marketing professionals on building relationships with B2B clients, especially with executives?
Natalie: With anyone you are dealing with, lead with empathy. Always look at it and assume a positive attempt. If I don’t hear back from executives, I know my audience—executives are very busy. And when they are not answering me, I don’t get upset or frustrated. I go: maybe they are really busy. Maybe something is going on…
[11:51] Lydia: How did you balance getting things done while maintaining relationships with executives under challenging situations?
Natalie: I actually am dealing with this now with a similar scenario. So, you’re probably like: you do this a lot. Yes, this is an ongoing task. I have to email a customer this morning, and I say that I need turn around by Monday morning, and that’s not something that people want to hear on Friday, that “I need something by Monday, 9am eastern time.” What I do is a part of that networking. You don’t just network with your customers—you also network with your team…
[19:22] Lydia: How did you land your job at HubSpot, and do you have any tips for job seekers?
Natalie: I was approached on LinkedIn, so keep your LinkedIn up to date! And when I say keep your LinkedIn up to date, know how marketers speak. I research marketing job descriptions even when I am not looking for a job to make sure I’m talking like a marketer. I know what’s going on. Marketing changes way too much for me to just rely on my experience in the past…
[30:06] Lydia: Is there one resource that you can share with marketing professionals?
HubSpot Academy. One fun fact: the reason why I think I should work for HubSpot is because I say, why would I work for the company that taught me to become a marketer? What can I bring to you? I lived in HubSpot Academy right after grad school…
Resources mentioned in the interview:
American Marketing Association (AMA)
Black Marketers Association of America (BMAA)
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