Episode 12 - Kathleen Booth on why Community is the New Google

Industrial Growth Institute

Kathleen Booth on Professional Communities and Marketing and Sales Alignment - Industrial Growth Institute Podcast Episode 12

Summary

In Episode 12 of the Industrial Growth Institute Podcast, host Ed Marsh and guest Kathleen Booth discuss the role of community in personal and professional development, as well as organizational success.

Boil it all down into a couple key quotes that convey Kathleen's commitment to communities:

"Community is the new Google."

"Community is the roadmap to all the stuff you need to figure out."

"Community is the support system for go-to-market executives."

"You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community."

They highlight the importance of having a different perspective and a supportive community to overcome mindset barriers in industrial revenue growth.

Kathleen shares her journey from being the founder and CEO of a digital marketing agency to her current role as SVP of Marketing and Growth at Pavilion. They also discuss:

• the value of community in learning, problem-solving, and finding opportunities
• the need for continuous learning and the importance of surrounding oneself with smart and experienced individuals
• importance of community and continuous learning in the fast-paced world of marketing
• need for marketers to surround themselves with peers who are further along and have more knowledge, as well as the value of participating in communities as part of the job
• the rise of AI and the erosion of trust in information
• importance of marketing and sales alignment
• need for a relationship-led approach to marketing.

Kathleen shares her insights on the future of marketing, including the emphasis on original research and data, authenticity, and unique points of view. She also highlights the potential of AI and the concerns surrounding its misuse. Finally, she encourages industrials to focus on building relationships, trust, and reducing friction in the buying process.

Takeaways

• Having a supportive community and a different perspective is crucial for overcoming mindset barriers in industrial revenue growth.
• Continuous learning and surrounding oneself with smart and experienced individuals are key to personal and professional development.
• Community provides valuable resources, insights, and solutions for learning, problem-solving, and finding opportunities.
• Community is the new Google, as people increasingly rely on their communities for trustworthy information and recommendations.
• Being part of a community helps alleviate imposter syndrome and provides a support system for go-to-market executives.
• Community is essential for staying up-to-date with the rapidly changing landscape of marketing and sales.
• Community fosters collaboration, accountability, and personal growth, leading to individual and organizational success. Surround yourself with peers who are further along and have more knowledge to keep pace with the fast-changing marketing landscape.
• Participating in communities is essential for personal growth and staying ahead of best practices.
• AI has the potential to erode trust in information, and its misuse is a concern that needs to be addressed.
• Marketing and sales alignment is crucial for revenue growth, and it requires good communication, shared metrics, and a focus on the company's success.
• The future of marketing lies in original research and data, authenticity, and unique points of view.
• Building relationships, trust, and reducing friction in the buying process should be the focus for industrials.

Takeaway Quotes from Kathleen Booth

• "Community is the new Google."
• "Community is the roadmap to all the stuff you need to figure out."
• "Community is the support system for go-to-market executives."
• "You could have the best Google optimization strategy in the world and you still might not get a chance to even go for that business because you didn't get mentioned in a community."
• "AI is great, but it's also very dangerous in the sense that it's eroding our trust."

Check out Kathleen's website

LinkedIn: Kathleen Booth and Ed Marsh

Twitter: Kathleen Booth and Ed Marsh

Instagram: Kathleen Booth and Ed Marsh

YouTube: @EdMarsh

Show Transcript

Chapters

00:00 Introduction and Mindset Barriers in Industrial Revenue Growth 14:50 Kathleen's Career Journey and the Importance of Community 30:13 Pavilion: Serving the Go-to-Market Leadership Team 37:21 The Importance of Community and Continuous Learning 43:54 Measuring Results and Avoiding Infighting 51:42 The Value of Participating in Communities 59:57 Marketing and Sales Alignment: Effective Communication 01:08:03 The Biggest Opportunity: AI and Human Connection

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