Crafting Connections in B2B Marketing

In this episode, Kate Syuma dives into a conversation with Lexie Barnhorn, former Head of Social and Influencer at Notion, to discuss her journey from small-town Ohio to the heart of San Francisco’s tech scene. Lexie shares how she built Notion’s social presence, infused B2B marketing with pop culture, and launched viral campaigns like "Notion Faces." She also offers practical advice for startups on influencer marketing and opens up about maintaining mental health in high-stress roles, including her experience using AI as a self-therapy tool — ultimately leading her to her next chapter at Anthropic.

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Welcome to Growthmates with Kate Syuma — Growth Advisor, ex-Miro. This season, “In the Company of Women,” is about celebrating women who successfully balance work, family, and creative passions while building meaningful careers.

Growthmates is where top product and growth leaders share real strategies and insights to help you turn ideas into successful products. Learn from experts at Dropbox, Adobe, Amplitude, Canva, and more in deep dive interviews with Kate Syuma, ex-Miro Head of Growth Design and founder of Growthmates.

Lexie took an unexpected path from consumer marketing to leading social and influencer strategy at Notion, where she built viral campaigns like "Notion Faces" and collaborated with cultural icons like Snoop Dogg. She shares her approach to community-led growth, structuring influencer partnerships for maximum impact, and why authenticity matters more than polished scripts.

Lexie also opens up about balancing high-stress roles and how using AI as a self-therapy tool led her to her next chapter at Anthropic.

Tune in to hear her insights on building standout marketing strategies, fostering genuine brand connections, and navigating career transitions in tech.

🔗 Find more insights on growthmates.club and follow on your favorite platforms for more episodes.

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Key highlights from this episode 👇

* Let influencers be themselves: Lexie emphasizes that the best campaigns allow influencers to speak in their own voice instead of sticking to rigid scripts.

* Building a viral movement: At Notion, she structured influencer marketing as a pyramid — key opinion leaders at the top (like Snoop Dogg), mid-tier and micro-influencers amplifying reach.

* More than just transactions: Successful influencer marketing starts with real relationships — lunches, personal outreach, and nurturing super fans who genuinely love the product.

* The impact of thoughtful campaigns: Notion’s "Faces" campaign leveraged LinkedIn influencers and synchronized launches to maximize engagement, while gifting partnerships like the Funny Face Bakery created tangible brand connections.

* Mental health in high-stress roles: Lexie shares how she uses AI as a self-therapy tool and why prioritizing well-being is essential for showing up as your best self at work.

* Her next chapter: Inspired by her own experience with Claude AI, Lexie made the leap from Notion to Anthropic — turning personal insight into her next big career move.

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Where to find Kate Syuma:

* LinkedIn: https://www.linkedin.com/in/ekaterina-syuma/

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Where to find Lexie Barnhorn:

* LinkedIn: https://www.linkedin.com/in/alexisbarnhorn/

* Notion personal page: https://lexbarn.notion.site/

* X (Twitter): https://x.com/lexxbarn

* Instagram: https://www.instagram.com/lexbarn/

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What we covered:

(00:00) Introduction & Meet Lexie Barnhorn

(04:22) Mental Health and Work-Life Balance

(12:14) Integrating Pop Culture into B2B Marketing

(16:16) What Makes Influencer Marketing Work

(19:50) The Notion Faces Campaign Success Story

(29:06) In-Person Events and Community Building

(36:27) Building Influencer Relationships from Scratch

(51:47) Future of Creator Economy and Final Advice

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📕 Useful Resources and other related Podcasts:

* Lexie’s Portfolio: https://lexbarn.notion.site/Lexie-Barnhorn-131343d3b07380a68cbbda3848ab4c6e

* Notion Faces Influencer campaign: https://lexbarn.notion.site/Notion-Faces-Influencer-Campaign-17c343d3b073807da975d891dc25b387

* Make with Notion event: https://lexbarn.notion.site/Make-with-Notion-User-Conference-131343d3b07380c5a88dc5361146b4d1

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