EP 73: The Art of Authentic Brand Storytelling: Rachel Massey on Breaking Through B2B Blandness

Rachel Massey, Director of Marketing at Huthwaite International, is a brilliant B2B marketing manager with deep experience in leading marketing operations and running fully integrated campaigns that actually deliver on business objectives. She’s worked across both large corporations and SMEs in a range of sectors, and always brings a sharp, strategic edge to everything she does. Rachel Massey joins the podcast to share candid stories about marketing mishaps, including a spelling error on an exhibition stand that went unnoticed for three days and a creative brand strategy that was too ahead of its time.Starting as a salesperson before transitioning to marketing without a marketing degreeThe current state of B2B marketing is becoming bland due to AI overuse and the need for creativity to stand out.Using white papers that offer genuine expertise and deep knowledge to establish authorityBalancing traditional corporate approaches with more authentic, personal brand storytelling The challenge of selling creative ideas to conservative B2B leadershipIf you want to connect with Rachel, you can find her on LinkedIn or visit huthwaiteinternational.com.Send us Fan Mail Struggling to prove marketing's worth to your board? Grab our free one-page Board-Proof Scorecard: 👉 Download the scorecard 👈Got a marketing problem you would rather not admit to? Reply to this and we will answer it anonymously on the show.Subscribe to our newsletter The mistakes we see marketers make, every fortnight. 👉 [Subscribe here] 👈Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show:TikTok, YouTube