Think your B2B world is doomed to be dry and boring? Kathryn Frankson sits down with Jay Schwedelson to prove the opposite, pulling stories from massive fintech stages, tiny city libraries, and even her own tea obsession to show how human your marketing could be. From last touch attribution myths to three year event strategies that actually leave room for creativity, this conversation is basically a permission slip to stop hiding behind spreadsheets and start telling real stories. If you have ever been told to just “stick to the numbers,” you are going to feel very seen.
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Connect with Kathryn on LinkedIn and explore Money20/20 to see how she brings human first storytelling into massive global fintech events.
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Best Moments:
(01:20) Kathryn shares how years as a quota carrying B2B sales rep shaped her obsession with human centered marketing and real storytelling.
(03:40) Why she loves so called boring B2B industries and hires people with zero events background to keep perspectives fresh and curious.
(07:30) The New Berlin library trust fall video, a renamed Minnesota town, and a car dealership spoof show how wildly creative “unsexy” sectors can be.
(10:05) Kathryn breaks down how Money20/20 uses three year strategy, data, and clear guardrails so creativity and storytelling are baked into the plan, not random one offs.
(12:05) A takedown of last touch attribution and the gap between how humans actually discover brands and how most marketing teams try to measure it.
(15:05) Kathryn sells Jay on switching from coffee to tea with a mini masterclass on polyphenols, calmer energy, and her “I like my marketing hot, but my tea hotter” tagline.
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Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson
Check out Jay’s TIKTOK: https://www.tiktok.com/@schwedelson
Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/
