To Show Up or Stay Silent? Lessons in Building Brave, Authentic B2B Brands
May 28, 2025
In a time when brand silence speaks volumes, how do you lead with courage—and protect your credibility as a marketing leader?
In this episode of Growth Activated, I sat down with Katie Martell—a LinkedIn Top Voice, keynote speaker, and self-proclaimed unapologetic marketing truth-teller—for one of the most honest and energizing conversations I’ve had on brand integrity, performative allyship, and what it really means to be a CMO in 2025.
There was laughter. There was a Mad Men reference. There were truth bombs. But most importantly, there were lessons I’ll carry with me for years.
Here’s a recap of the most important takeaways—especially if you're leading brand, messaging, or culture in B2B:
Katie’s #1 rule for marketing to marketers: don’t pander.
Your audience is smart. They’ve seen the same LinkedIn posts you have. They can sniff out BS from a mile away. So treat them like you’d want to be treated: with honesty, clarity, and a dash of boldness.
“Say the thing your buyers are already thinking but don’t hear enough.”
It’s not about being edgy for the sake of it. It’s about resonance over regurgitation. And it starts with saying something that actually matters.
(Related: How Nicole Leffer is navigating the hype and hope of AI in B2B marketing)
Katie reminded me that most products aren’t actually that different. What is different? How you show up.
If the cereal aisle is crowded, you don’t need a new formula. You need Tony the Tiger. Your voice. Your edge. Your unique lens on the world.
So ask yourself: What’s your “toasted” moment? (Yes, we’re looking at you, Don Draper.)
"You’re not the only one who’s toasted. But you might be the only one saying it."
Katie doesn’t hold back here—and I loved her for it.
Whether it’s Pride Month, Black Lives Matter, or supporting marginalized communities year-round, brands are under more scrutiny than ever. But it’s not about taking a stand for show.
“Don’t say a word unless you’re living the values. But also—don’t stay silent.”
Silence has consequences. And in today’s environment, inaction says more than most press releases ever could.
(If you’re exploring how your brand should lead, check out this conversation with Leslie Vickrey on building a people-first culture.)
If you’re in a position where DEI feels “risky” or like something to peel back to win more contracts, you’re not alone—but Katie urges us to pause.
"If you're pulling back from Pride this year, what are you signaling?"
Being a diverse, inclusive, equitable brand isn’t about buzzwords. It’s about the everyday decisions you make as a leadership team. From hiring to copywriting to customer experience.
And in the long run, it’s the companies that stick to their values who win trust and build real brand equity.
We talked a lot about authenticity—but Katie brought it home with a line that stuck:
“Marketing is a promise. Everything else is the delivery.”
So, what are you promising?
And once someone becomes a customer, are they experiencing the same tone, empathy, value, and quality you sold them on?
One of the most validating parts of our chat? Hearing Katie go off about how marketing is often treated like sales’ assistant—or worse, a crisis response department.
“Sales is a function of marketing—not the other way around.”
CMOs aren’t just demand gen machines. You’re market makers. Customer advocates. Messaging stewards. And frankly, the connective tissue across the entire org.
(Related: This episode with Darko Socanski dives into how CMOs and CFOs can align for real impact.)
We ended with a powerful reflection: everything you do—or don’t do—signals something to your audience. Even inaction is a message.
“Your brand is what your buyer experiences when you're not in the room.”
Want to be seen as progressive, people-first, and product-obsessed? Back it up. From your job descriptions to your executive hires to your Pride campaigns.
And if you're unsure what your buyers care about? Go ask them. Seriously. It’s never been easier to throw transcripts into AI and surface the truth.
(For more on owning your buyer insights, listen to this conversation with Jeff Ignacio on marketing ROI and RevOps alignment.)
Katie’s perspective is fierce, heartfelt, and refreshingly no-BS. If you’re a marketing leader navigating brand, DEI, or just trying to figure out how to stand out with purpose—you need to hear this episode.
“Bring your humanity back into business. And have a backbone.”
Listen to the full episode for even more on how to lead with integrity—and align your brand with what you actually stand for.
Where to Find Katie Martell
🎥 Watch her talk: Woke and Weary at katie-martell.com
📲 Follow her fire on LinkedIn
I built the CMO mentorship I wish I had—because too many marketing leaders are figuring it out alone. At Growth Activated, we help B2B marketers bridge the gap between execution and executive leadership, equipping you with the strategic mindset, frameworks, and hands-on guidance to drive impact at every stage of growth. From scaling multi-million-dollar organizations to leading SaaS startups, I’ve been in your shoes—and now, I’m here to help you step into the marketing leader you’re meant to be. Whether you need a strategic marketing plan, expert coaching, or team training, Growth Activated gives you the tools to lead with confidence and deliver measurable results.
