033 | Derek Weeks: Unfair Mindshare and the Power of Community in B2B

What does it take to truly resonate with technical audiences like DevOps professionals? Join Stephen Lowisz and Derek E. Weeks, CMO of Katalon, as they explore the art and science of go-to-market strategies in the B2B software world. With over 30 years of marketing experience, Derek shares invaluable insights into reaching skeptical, hyper-curious personas with authentic, human-centered campaigns. This engaging conversation dives into the challenges of B2B marketing, including creating demand in complex industries and overcoming resistance to promotional hype. Derek unpacks his passion for community-led marketing, offering actionable tips on building thriving communities that drive both trust and revenue. From engaging your first 10 participants to scaling a community to 100,000 members, Derek outlines proven tactics for success. Discover how to align community-building efforts with business goals and measure their direct impact on revenue—a unique perspective that Derek outlines in his book, Unfair Mindshare. Whether you're curious about leveraging forums, Slack groups, or in-person networks, this episode offers a roadmap for marketers aiming to create meaningful connections in their industries. Connect with Derek Weeks on LinkedIn to continue the conversation, and don’t forget to check out Unfair Mindshare on Amazon to take a deeper dive into his community-driven approach to marketing.