Do This, NOT That: Marketing Tips with Jay Schwedelson Special Guest!! Unboring Everything! Money20/20's VP Marketing Kathryn Frankson | Ep. 459
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Dec 5, 2025 Kathryn Frankson, VP of Marketing for Money20/20, is a B2B marketer who champions human-first storytelling. In a lively chat, she debunks the myth that B2B has to be boring, sharing how creativity thrives even in 'unsexy' sectors like fintech. Kathryn highlights the importance of hiring diverse talent for fresh perspectives and discusses Money20/20's innovative three-year planning approach. She also critiques last-touch attribution, emphasizing the need for broader measurements reflecting real human interactions. Plus, she makes a case for switching from coffee to tea!
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From Sales To Human-First Marketing
- Kathryn started in quota-carrying B2B sales and moved into marketing after noticing a lack of storytelling and human language in meetings.
- That sales background kept her tethered to real human conversations and shaped her human-first marketing approach.
B2B Is Ripe For Human Stories
- Kathryn argues B2B sectors are full of human stories and creativity opportunities despite the 'boring' label.
- She hires people without events backgrounds to inject fresh perspectives and curiosity into work.
Small Teams, Big Viral Wins
- Kathryn cites viral local campaigns like the New Berlin library trust-fall video and Hopkins renaming to Paige Beckers to show creative stunts' power.
- These examples prove even small or 'unsexy' organizations can win national attention with bold, human ideas.