GTM by the Numbers Ep 7: Building Media Brands Inside B2B SaaS and the Future of Content Strategy with Kathleen Booth
In this episode of GTM by the Numbers, host Brandon Redlinger chats with Kathleen Booth, SVP of Marketing & Growth at Pavilion, about the evolution of GTM strategy through the lens of media. Kathleen shares why she’s betting big on building an owned audience, how Pavilion is treating its media brand as a standalone subsidiary, and why YouTube could be the next frontier for B2B content.
They dive into the metrics that actually matter when running a media-first GTM play, the differences between broad-based versus niche podcast distribution, and the challenges of proving out audience growth to CEOs who want fast results.
What you’ll hear in this episode:
- Why owning your audience is the ultimate GTM moat
- How Pavilion is experimenting with YouTube for audience growth
- The KPIs Kathleen is tracking to measure media ROI
- Why different podcast formats succeed on different platforms
- The tension between leadership expectations and actual GTM execution
If you’ve been wondering whether your GTM strategy should look more like a media strategy, this episode will give you both the frameworks and the inspiration to start.
Resources mentioned in this episode:
- Pavilion: The world's #1 private community for GTM leaders
- https://www.joinpavilion.com/
- TopLine Podcast: Pavilion’s podcast that is being used as a pilot for YouTube audience growth.
- https://www.joinpavilion.com/topline-podcast
- Kyle Norton: CRO of Owner.com (and past guest on Ep 2 of GTM by the Numbers). Mentioned in context of other Pavilion podcasts.
- https://www.joinpavilion.com/the-revenue-leadership-podcast
- https://youtu.be/xWwDW4WLFz0?feature=shared
- SaaS Talk with Ray Rike and Dave Kellogg: A podcast that provides practical strategies and metrics for improving B2B SaaS companies' revenue growth
- https://www.benchmarkit.ai/saas-talk
- GTM Summit: industry event both Brandon and Kathleen planned to attend.
- https://attendgtm.com/
Connect with Kathleen on LinkedIn: https://www.linkedin.com/in/kathleenslatterybooth/
Connect with Brandon on linkedin.com/in/brandonredlinger
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