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The Flywheel: B2B Marketing Lessons on Keeping Your Strategy in Motion with Chief Marketing Officer at Zappi, Nataly Kelly
A great marketing engine doesn’t run in a straight line. It spins, gathers speed, and builds momentum with every turn.
That’s the lesson of the flywheel, a framework that transforms scattered marketing efforts into a self-sustaining system of growth. In this episode, we explore how to turn that theory into reality with Nataly Kelly, Chief Marketing Officer at Zappi.
Together, we unpack what B2B marketers can learn from building circular strategies that connect brand to demand, removing friction where it matters most, and compounding small wins into unstoppable momentum.
About our guest, Nataly Kelly
Nataly Kelly is CMO at Zappi. She has over 20 years of experience leading remote and global teams, and previously served 7 years as VP at HubSpot. She is a frequent contributor to Harvard Business Review, a published author of four books, keynote speaker on marketing, growth, and international expansion, and an award-winning leader. She has been named among the Top 50 CMOs on LinkedIn, as Marketing Executive of the Year, in the 40 under 40, and one of the Top 25 Content Marketers in Enterprise Software, as well as among the Women Worth Watching.
What B2B Companies Can Learn From the Flywheel:
- Marketing is a flywheel, not a funnel. Marketers love funnels because they’re measurable, but Nataly reminds us that the best marketing is circular, not linear. She says, “So often we have thought of marketing as like a linear funnel. But the flywheel’s really where you turn the funnel on the side and then connect the top to the bottom.” In her model, brand, demand, land, and expand all feed each other in an ongoing loop. Marketing shouldn’t be about one campaign that ends. It’s about creating continuous energy that connects awareness to advocacy.
- Friction kills momentum. Velocity doesn’t come from spending more, it comes from removing what slows you down. Nataly explains, “A general rule of thumb I’ve always used is the closer you get to someone’s wallet, the more important it is to remove friction…. Every touchpoint is a chance to delight a customer.” In B2B marketing, the same rule applies: every confusing process, clunky message, or slow response is a brake on your flywheel. Smooth the path, and speed will follow.
- Small improvements compound into unstoppable growth. Marketers often look for a big splash, but Nataly says momentum comes from micro progress. Nataly asks, “What are the small things we can do to create uplift today and momentum today?... And those things add up.” Each small optimization—an improved touchpoint, a clearer message, a faster follow-up—removes friction and accelerates the flywheel. Consistency, not chaos, creates compounding power.
Quote
“Your brand voice is really how you decide to communicate with your customer. And that is not just what we typically consider marketing communications. It touches every part of the customer experience.”
Time Stamps
[00:55] Meet Nataly Kelly, Chief Marketing Officer at Zappi
[01:09] Why Flywheels?
[05:16] Role of Chief Marketing Officer at Zappi
[07:30] What are Flywheels?
[20:52] Understanding Market Dynamics and Customer Segmentation
[22:11] Building and Maintaining a Flywheel Strategy
[26:11] Content Marketing Success Stories
[33:51] Leveraging LinkedIn for Effective Content Distribution
[39:22] Final Thoughts and Takeaways
Links
Connect with Nataly on LinkedIn
Learn more about Zappi
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
View all episodes
By Caspian Studios, Ian FaisonA great marketing engine doesn’t run in a straight line. It spins, gathers speed, and builds momentum with every turn.
That’s the lesson of the flywheel, a framework that transforms scattered marketing efforts into a self-sustaining system of growth. In this episode, we explore how to turn that theory into reality with Nataly Kelly, Chief Marketing Officer at Zappi.
Together, we unpack what B2B marketers can learn from building circular strategies that connect brand to demand, removing friction where it matters most, and compounding small wins into unstoppable momentum.
About our guest, Nataly Kelly
Nataly Kelly is CMO at Zappi. She has over 20 years of experience leading remote and global teams, and previously served 7 years as VP at HubSpot. She is a frequent contributor to Harvard Business Review, a published author of four books, keynote speaker on marketing, growth, and international expansion, and an award-winning leader. She has been named among the Top 50 CMOs on LinkedIn, as Marketing Executive of the Year, in the 40 under 40, and one of the Top 25 Content Marketers in Enterprise Software, as well as among the Women Worth Watching.
What B2B Companies Can Learn From the Flywheel:
- Marketing is a flywheel, not a funnel. Marketers love funnels because they’re measurable, but Nataly reminds us that the best marketing is circular, not linear. She says, “So often we have thought of marketing as like a linear funnel. But the flywheel’s really where you turn the funnel on the side and then connect the top to the bottom.” In her model, brand, demand, land, and expand all feed each other in an ongoing loop. Marketing shouldn’t be about one campaign that ends. It’s about creating continuous energy that connects awareness to advocacy.
- Friction kills momentum. Velocity doesn’t come from spending more, it comes from removing what slows you down. Nataly explains, “A general rule of thumb I’ve always used is the closer you get to someone’s wallet, the more important it is to remove friction…. Every touchpoint is a chance to delight a customer.” In B2B marketing, the same rule applies: every confusing process, clunky message, or slow response is a brake on your flywheel. Smooth the path, and speed will follow.
- Small improvements compound into unstoppable growth. Marketers often look for a big splash, but Nataly says momentum comes from micro progress. Nataly asks, “What are the small things we can do to create uplift today and momentum today?... And those things add up.” Each small optimization—an improved touchpoint, a clearer message, a faster follow-up—removes friction and accelerates the flywheel. Consistency, not chaos, creates compounding power.
Quote
“Your brand voice is really how you decide to communicate with your customer. And that is not just what we typically consider marketing communications. It touches every part of the customer experience.”
Time Stamps
[00:55] Meet Nataly Kelly, Chief Marketing Officer at Zappi
[01:09] Why Flywheels?
[05:16] Role of Chief Marketing Officer at Zappi
[07:30] What are Flywheels?
[20:52] Understanding Market Dynamics and Customer Segmentation
[22:11] Building and Maintaining a Flywheel Strategy
[26:11] Content Marketing Success Stories
[33:51] Leveraging LinkedIn for Effective Content Distribution
[39:22] Final Thoughts and Takeaways
Links
Connect with Nataly on LinkedIn
Learn more about Zappi
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Head of Production). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
Create something remarkable. Rise above the noise.
Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.