“The key thing in all of this really is understanding the value that you give and that you have, and then getting other people to help tell that story for you…”

Christina’s love of marketing started during her undergraduate days, when under the wise guidance of her grandmother she decided to do a marketing and management degree and hasn’t looked back.

Having held various roles in marketing in different sectors, managing teams of different sizes, she is now the head of marketing at Paid, a UK tech start-up that is changing the way procurement teams work with their smaller suppliers, making the process more efficient and cost-effective for both parties. In her words, she is “excited about the opportunity for marketing to shake things up, and deliver real value.”

Always in learning mode Christina also holds an MBA and she likes to keep up to date on what is going on in marketing and other things that interest her. She also runs Ara and Obi, which is a bedroom and bathroom linen brand for babies and toddlers with eczema.

Questions and topics we covered in this episode include:

• Why Christina champions the generalist approach to growing in her marketing career.
• How can B2B marketing companies create demand for sales? Is content the main lever to pull?
• What is the best approach to crafting the right go-to-market strategy?
• Using a podcast to understand your ICP’s pain points.
• Is lead scoring still useful for B2B marketers? Does it create the wrong incentives for marketers?
• The main reason why you should never buy a list of leads.
• What’s Christina’s general approach to building her marketing team?
• What does the CEO care about when it comes to marketing? (Preview = revenue…)

You can say hello to Christina via her LinkedIn profile - https://www.linkedin.com/in/christina-patrick-b7116939/

*When listening to this episode, if Christina makes a mention of Paid, she’s referring to her company and not Paid Media or ads.