123: Andrea Lechner-Becker: Creating content that people will give a f*ck about

Humans of Martech

What’s up everyone, today we have the pleasure of sitting down with Andrea Lechner-Becker, mostly retired CMO and Novelist.

Summary: Andrea takes us on a wild ride filled with nuggets of wisdom, a few f-bombs and tons of laughs as she unpacks her deep understanding of marketing. Together, we explore how storytelling breathes life into content and why true enthusiasm for a product can transform marketing strategies. We navigate the crucial skills of recognizing patterns and forming strategic partnerships with finance departments. Andrea also sheds light on how flawed attribution methods can lead marketers to do dumb things, why investing in branding from the outset is table stakes and why marketers have what it takes to be outstanding martech sales reps.

About Andrea

• Andrea started her career in martech as a database marketing coordinator at the Phoenix Suns NBA basketball team
• She later joined a 2-year old marketing automation consultancy called LeadMD. She would quickly get promoted to Principal, VP - Marketing Service and later CMO when the company was acquired by another agency and rebranded as Shift Paradigm
• Through the consultancy, Andrea’s helped huge brands like Adobe, Atlassian, Drift, Tealium
• She also ran marketing at Toolio before leaving her successful career as a marketing exec and going back to her entrepreneurial routes creating uncommonly good content
• She’s the Co-Host of OWNED podcast by AudiencePlus
• She wrote the Practical Guide to B2B Event Sponsorship
• She’s also written an intensely emotional and powerful fiction story called Sixty Days Left

The Impact of Fiction on Real-World Issues

Andrea’s insight into the world of writing and fiction is both refreshing and straightforward. She starts by debunking the myth of the "aspiring" writer—declaring that anyone who writes is indeed a writer. This simple yet powerful affirmation encourages daily writing as a practice, not just a hobby, and stresses that writing is accessible to everyone, regardless of their goals.

The creation of her novel, Willow, stems from her fascination with America’s Death with Dignity laws, a subject she finds both philosophically intriguing and politically complex. These laws allow terminally ill patients to end their lives under medical supervision, a right given more commonly to animals than to humans. Andrea's story sheds light on this contentious issue by weaving it into the fabric of her characters’ lives, making it more approachable and understandable.

Through Willow, Andrea not only educates her readers about a delicate topic but also challenges them to rethink their positions. She shares feedback from readers who have shifted from staunch opposition to a more supportive stance—or at least to a reconsideration of their views—after connecting with her characters' journeys.

Key takeaway: Fiction isn't just for entertainment; it can be a formidable ally in influencing public opinion and sparking debate on critical social issues. For marketers, Andrea's approach underscores the effectiveness of storytelling as a means to connect with audiences on a deeper level. By embracing narratives that reflect real-world challenges, marketers can create campaigns that resonate more profoundly with their audience, encouraging both engagement and reflection.

How to Create More Compelling Content and Messaging

Andrea emphasizes the importance of going back to the basics in marketing, focusing on genuine human connections rather than overused jargon and AI-powered embellishments. She critiques the current state of B2B marketing, noting that many companies sound alike because they fail to make an effort to stand out. Drawing from Maslow's hierarchy of needs, Andrea highlights how understanding basic human motivations can enhance marketing strategies. She believes that businesses often overlook the importance of connecting on a personal level with customers, colleagues, and bosses.

Her experiences at networking events reveal a lack of genuine engagement, prompting her to use specific conversational tools to foster meaningful interactions. Andrea uses a set of questions designed to deepen connections, which she adapts from psychologist Art Aaron's research. These questions help her navigate social interactions more effectively, especially as someone who identifies as introverted.

Andrea argues that the lackluster approach to B2B marketing stems from a fundamental misunderstanding of marketing by those at the helm, particularly in large enterprises. She points out that many CEOs, often with backgrounds in finance rather than marketing, fail to grasp the essence of effective communication and its impact on sales and customer engagement. This gap in understanding leads to marketing strategies that do not resonate on a human level.

She stresses the importance of conveying the 'benefit of the benefit' in marketing messages, using B2C strategies as a successful example. Instead of selling a product, companies should focus on selling the lifestyle or emotional benefits that the product enables. This approach is often neglected in B2B settings, where the focus might be too narrow or technical.

Key takeaway: To stand out in the saturated B2B market, companies must prioritize genuine human connections and understand the underlying human needs of their audience. Marketers should strive to communicate not just the functional benefits of their products but also the emotional peace of mind they provide. By doing so, they can create more compelling, memorable marketing messages that resonate deeply with their customers, enhancing both engagement and loyalty.

The Magic of Marketing is Genuine Product Enthusiasm

Andrea vividly recalls her journey through the marketing world, from her educational roots to the exhilarating rush of launching campaigns and seeing the immediate impact of her work. With a twinkle in her eye, she talks about the magic of marketing—connecting people to products they'll hopefully love as much as she does. Even though she's stepped back from the front lines, her heart remains tied to the craft.

After leaving a high-paced role, Andrea found joy in the simple pleasures of life, like spending time with her dog and tending to her orange trees. Yet, she still dedicates part of her time to sparking career growth in others through social media, teaching job seekers how to think of themselves as products ripe for the job market. Her methods are reminiscent of building a SaaS product—meticulous, thoughtful, and always aiming for scalability.

Andrea's story is peppered with anecdotes of her early days in a dog art gallery, where she first realized the power of marketing. She could see the light in people’s eyes as they found joy in the art pieces she presented. This foundational experience shaped her belief that marketing, at its core, is about sharing passion. Whether she was working in a gallery or a tech firm, the essence of her approach didn’t change.

Reflecting on her career, Andrea points out the profound impact passionate marketing has had on her colleagues' lives—transforming careers, enabling dreams, and changing life trajectories. It’s clear she sees marketing not just as a job but as a vital part of living a fulfilled life, a channel through which one can make a significant difference in both personal and professional realms.

Key takeaway: Embrace the essence of marketing by sharing your genuine enthusiasm for the products or services you represent. This authentic connection not only enhances your marketing effectiveness but also enriches your professional life and touches those around you. Andrea’s story is a powerful reminder that at the heart of successful mark...