E384 - Marketing to B2B buyers who aren't on LinkedIn (with Clare Corriveau, VP Marketing, Tekmetric)

#384 | A lot of people say B2B marketing is boring - those people couldn't possibly be in B2B. Take Clare Corriveau, VP of Marketing at Tekmetric: her buyer is an auto repair shop owner who isn't on LinkedIn, doesn't check email, and isn't downloading anything. Clare walks through how Tekmetric built its messaging around a founder who ran a shop for a decade, why every new hire visits an actual shop before touching a campaign, and how peer groups and an unmanaged 6,000-member Facebook community became a real lever in the company's growth engine. This episode focuses on...