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Building a Measurable Marketing Engine with Krista White
Episode Summary
How Krista White builds scalable B2B marketing through tracking, prioritization, and automation. Krista White, VP of Marketing at Crow Canyon Software, shares how she moved from broad marketing experience into a role focused on business automation, and why measurement is the first step before adding more channels. She and Brian dig into analytics setup, scorecards, stakeholder-aware messaging in B2B, and why meeting users where they already work drives adoption. Krista also previews an upcoming Nitro Help Desk 3.6 release centered on practical AI features. The conversation ends with a grounded take on when AI helps and where teams get stuck.
Key Takeaways
Tracking comes first. Without analytics, pixels, and clear metrics, marketing decisions stay stuck in opinions and gut feel.
Scaling is as much about saying no as it is doing more. Prioritization keeps teams focused on what is already proving impact.
Automation becomes a growth lever when it fits existing workflows. User adoption rises when tools stay inside the platforms employees already use.
B2B marketing needs more than the budget holder. Influencers and day-to-day stakeholders can accelerate or block decisions, so their pain points matter.
There is no single channel that wins forever. A durable approach mixes platforms and shows up where conversations already happen, including places like Reddit.
AI creates business value when it removes repetitive work and speeds resolution. Teams lose traction when they deploy AI without a concrete job to replace.
Timeline
Opening
00:00:00 Meet Krista White and her role at Crow Canyon Software
00:01:00 How she got into marketing, and what college actually helped with
00:03:00 The fundamentals that stay true even as platforms change
Building the marketing engine
00:04:00 Why automation became the common thread across her career
00:06:10 Joining Crow Canyon and formalizing marketing for scale
00:08:00 The first moves: GA4, pixels, and making everything trackable
00:10:00 Using a scorecard mindset to avoid distractions and find what works
Automation, adoption, and B2B decision dynamics
00:11:40 Why staying inside Microsoft 365 improves adoption
00:12:30 Competing in a crowded software space by focusing on pain points
00:13:30 Selling internally means addressing influencers and decision makers
Channel mix and practical AI
00:15:00 Meeting buyers where they are, including Reddit and LinkedIn
00:18:00 Preview of Nitro Help Desk 3.6 and AI features aimed at faster resolution
00:20:10 A realistic view of Copilot, Gemini, and using AI where it saves time
00:23:20 Where to learn more and how to reach Crow Canyon
Links and Resources
LinkedIn: https://www.linkedin.com/in/knwhite27/
Company: https://www.linkedin.com/company/crow-canyon-software/
View all episodes
By StrategiqHQ.comEpisode Summary
How Krista White builds scalable B2B marketing through tracking, prioritization, and automation. Krista White, VP of Marketing at Crow Canyon Software, shares how she moved from broad marketing experience into a role focused on business automation, and why measurement is the first step before adding more channels. She and Brian dig into analytics setup, scorecards, stakeholder-aware messaging in B2B, and why meeting users where they already work drives adoption. Krista also previews an upcoming Nitro Help Desk 3.6 release centered on practical AI features. The conversation ends with a grounded take on when AI helps and where teams get stuck.
Key Takeaways
Tracking comes first. Without analytics, pixels, and clear metrics, marketing decisions stay stuck in opinions and gut feel.
Scaling is as much about saying no as it is doing more. Prioritization keeps teams focused on what is already proving impact.
Automation becomes a growth lever when it fits existing workflows. User adoption rises when tools stay inside the platforms employees already use.
B2B marketing needs more than the budget holder. Influencers and day-to-day stakeholders can accelerate or block decisions, so their pain points matter.
There is no single channel that wins forever. A durable approach mixes platforms and shows up where conversations already happen, including places like Reddit.
AI creates business value when it removes repetitive work and speeds resolution. Teams lose traction when they deploy AI without a concrete job to replace.
Timeline
Opening
00:00:00 Meet Krista White and her role at Crow Canyon Software
00:01:00 How she got into marketing, and what college actually helped with
00:03:00 The fundamentals that stay true even as platforms change
Building the marketing engine
00:04:00 Why automation became the common thread across her career
00:06:10 Joining Crow Canyon and formalizing marketing for scale
00:08:00 The first moves: GA4, pixels, and making everything trackable
00:10:00 Using a scorecard mindset to avoid distractions and find what works
Automation, adoption, and B2B decision dynamics
00:11:40 Why staying inside Microsoft 365 improves adoption
00:12:30 Competing in a crowded software space by focusing on pain points
00:13:30 Selling internally means addressing influencers and decision makers
Channel mix and practical AI
00:15:00 Meeting buyers where they are, including Reddit and LinkedIn
00:18:00 Preview of Nitro Help Desk 3.6 and AI features aimed at faster resolution
00:20:10 A realistic view of Copilot, Gemini, and using AI where it saves time
00:23:20 Where to learn more and how to reach Crow Canyon
Links and Resources
LinkedIn: https://www.linkedin.com/in/knwhite27/
Company: https://www.linkedin.com/company/crow-canyon-software/