Feeling the pressure to deliver short-term results, while knowing brand matters more than ever? Join hosts Charlie Riley and Greg Wise as they talk with Kathleen Booth, who brings the perspective of a startup marketer and agency founder turned SVP of Marketing and Growth at Pavilion. Kathleen shares her journey from international development to leading growth in B2B tech and describes the constant tension between brand and demand generation. She reveals why marketers are “crying out for understanding and help,” how AI and generative search are making brand investments more crucial, and how creative out-of-home and “ambush marketing” tactics can punch above their weight—even with a scrappy budget. Listeners hear candid takes on why marketers feel underappreciated, why brand is both a long- and short-term investment, and how the smartest brands are zigging while others zag, from urinal screens to subway takeovers.

👤 Guest Bio

Kathleen Booth is the Senior Vice President of Marketing and Growth at Pavilion. Her path started in international development consulting with USAID and the World Bank before shifting to marketing through agency ownership and startup leadership. Kathleen was an early HubSpot partner, built and sold a national agency, and has held in-house roles in B2B tech. She joined Pavilion as a member in 2019 and now leads its marketing, bringing both founder experience and a customer’s perspective to the role. Kathleen Booth on LinkedIn

📌 What We Cover

• The real meaning of “earning the right” to invest in brand (and why that’s reality for most marketers)
• Marketers “crying out for understanding and help”—anxiety, burnout, and the divide between brand and demand
• Why AI and generative search optimization are making brand investment more important (brand as a proxy for trustworthiness)
• Classic marketers vs. “heads of sales who are now heads of marketing” and how that changes company focus
• Data and “proof in the pudding” as the way to earn internal buy-in for brand
• Case study: How Six Sense built loyalty and differentiated in a crowded market through community, events, and brand
• “Ambush marketing” with urinal screens at Inbound—turning a $300 stunt into major buzz
• Scrappy out-of-home tactics: sidewalk graffiti, projection art, branded petty cabs, and subway takeovers
• Out-of-home isn’t just for big companies—how B2B marketers can use small budgets to stand out
• The power of cross-pollination—how B2C, D2C, and nonprofit experience drives creativity in B2B

🔗 Resources Mentioned

• Pavilion
• Six Sense (referenced as a brand case study)
• HubSpot (referenced, no URL stated)
• Scrappy ABM
• CXL (referenced via Pep Laya, no URL stated)
• Kathleen Booth on LinkedIn

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