Katrina Hutchings-Nichols, CMO at Sannam S4 Group: “My advice to fellow Marketing leaders is to unapologetically embrace authenticity”

“Celebrate your authentic self, be bold, and be fabulous.” That’s just one piece of advice from Katrina Hutchings-Nichols, CMO at Sannam S4 Group, who has generously spared her time in this wide-ranging interview.

We recommend you sit down for this one, as Katrina pitches herself as the “Mary Poppins of Marketing”. Expect generous spoonfuls of great advice, not to mention a carpet bag packed with experience: over two decades, she’s orchestrated global campaigns, yielding hundreds of millions in sales.

Ready? Then read on.

Why Dust or Magic? That stems from a quote by legendary American advertising creative director, William Bernbach: “An idea can turn to dust or magic, depending on the talent that rubs against it.” (And if you’re wondering where you’ve heard the name, Bernbach was the inspiration behind Don Draper of Mad Men fame.)

Could you please introduce yourself to our audience? What motivated you to pursue a career in marketing, and how did you embark on your journey in this field?

I call myself the Mary Poppins of Marketing, as I blend my bags of wit, wisdom, and enthusiasm with a deep love for the written and spoken word. Raised in my grandfather’s boardroom and my mother’s art studio, marketing and branding seem to run in my blood. My career journey has been a natural evolution, shaped by my business acumen and a childhood immersed in diverse environments. With a proven track record across industries like fintech, blockchain and non-profit, I bring a unique approach to marketing, digging beneath the surface of brand stories to uncover the human connection. My adventures in marketing aren’t just about the initial sale; it’s a commitment to continued storytelling, ensuring clients recognise the right choice and fostering sustainable growth.

What are your thoughts on the escalating integration of AI in digital marketing and its potential influence on the future of marketing, Martech and social media?

The integration of AI in digital marketing presents an exciting frontier for efficiency and personalised consumer experiences. However, a balanced perspective necessitates consideration of ethical concerns. Privacy implications arise as AI algorithms analyse extensive user data for targeted advertising, raising questions about preserving personal boundaries. Moreover, the potential for subtle AI-driven manipulation in marketing strategies calls for a careful examination within the framework of ethical marketing practices. Beyond ethics, the shift to AI raises concerns about potential job displacement and the concentration of power within a few tech giants, highlighting the need for strategic adaptation and a balanced approach to maintaining healthy competition and innovation in the marketing landscape. Overall, I remain optimistic, and intrigued, with a cautious and sceptical view.

Related reading: 6 AI tools for digital marketing

How do you ready yourself for an AI-driven landscape as a marketing leader? What new skills do you need?

As a CMO at Sannam S4 Group, I’ve been diving into the AI-driven landscape by geeking out on the latest tech trends for the last 18 months. Attending webinars, meet-ups, and lots of time spent in the Exit Five community. I’ve been primarily focused on risk management ethical considerations as these are the biggest areas of concern when incorporating AI. As for skills, the ability to read between the lines and look objectively at the output versus cost benefit is incredibly important. Saying that, creativity is still my secret sauce – AI can’t replace the human touch in crafting those engaging brand stories. So, for me, it’s all about finding the sweet spot between tech genius and creative wizardry.

How do you think AI might evolve B2B marketing and/or ABM strategies in 2024?

It’s clear that AI is poised to elevate B2B marketing strategies including my own by offering unparalleled data analysis and personalisation capabilities. Its swift processing of seemingly endless datasets enables data-driven decision-making, optimising lead scoring, content creation, and campaign management. In the realm of account-based marketing, AI’s predictive prowess refines outreach efforts, ensuring a tailored approach for key target accounts. This integration of AI not only enhances efficiency but strategically positions B2B marketing for impactful, personalised engagements, driving growth in a dynamic business landscape. Sounds like just the right combination for a tech meets creative revolution in marketing.

Related reading: Generative AI is making sales more efficient – and more human

What core values have played a pivotal role in shaping your approach to marketing and communication?

In navigating the dynamic landscape of marketing and communication, my compass is guided by the unwavering principles of transparency. It’s not just about presenting polished success stories but about creating an open dialogue where goals, strategies, and outcomes are shared candidly. This commitment builds trust, encourages valuable feedback, and ensures that our initiatives are not just effective but also adaptable in the face of challenges.

Equally crucial is the dance we do with our finance and accounting counterparts. It’s not just a partnership; it’s a strategic tango. By syncing our moves, we ensure that budgets are not just numbers on a spreadsheet but strategic investments. This collaboration is not merely about tracking expenses; it’s about showcasing the real impact of our marketing endeavours on the financial heartbeat of the organisation. It’s about being agile, making data-driven decisions, and proving that marketing is not just a cost centre but a powerful driver of business success. In essence, it’s about creating a narrative where financial prudence meets marketing brilliance, and the story is one of shared triumph.

What major hurdles have you encountered as a marketing leader, and how did you surmount them?

In the ever-evolving realm of marketing leadership, I’ve faced my fair share of challenges, and one hurdle that often takes centre stage is the delicate dance between long-term investment and the relentless demand for quick wins. It’s a balancing act that requires more than just finesse—it demands a strategic mindset. Educating stakeholders on the art of this balance, highlighting the necessity of both short-term gains and long-term brand building, has been crucial. It’s about steering expectations with a compass that points towards sustainable success, aligning marketing initiatives with the broader organisational goals to weave a narrative that extends beyond immediate gratification.

Another challenge that keeps me on my toes is the perennial issue of budget constraints. Tight financial reins call for savvy manoeuvres. I’ve found success in treating the budget as a puzzle to be solved, conducting cost-benefit analyses and prioritising initiatives with the potential for value-added impact. It’s a dance of negotiation with vendors, a strategic embrace of cost-effective digital channels, and a judicious leveraging of partnerships. By optimising every marketing dollar, we transform constraints into opportunities and ensure our efforts resonate where they matter most.

Then there’s the age-old misconception that marketing is the “colouring-in department.” It has been my mission to quash this rumour. However, shattering this notion requires more than just a spoonful of creativity; it demands a data-driven, strategic symphony. I’ve been on a mission to showcase how marketing initiatives are not just brushstrokes but key drivers of lead generation, customer acquisition, and revenue growth. Through clear communication of key performance indicators and compelling success stories, I’ve transformed the narrative in many of my roles. Marketing is not merely an expense—it’s a powerhouse, a revenue-driving force that adds vibrant hues to the organisation’s success canvas.

How do you ensure you’re up-to-date with the latest marketing trends and technologies, and how do you integrate them into your strategies?

As a marketing leader, I prioritise a culture of continuous learning and innovation. I invest in training, and the Hubspot Academy is fantastic for this, attend industry events, and stay updated through a number of podcasts to ensure my team and I are well-versed in what’s going on in the world of marketing and where others are having success. Regular strategy reviews, data-driven decision-making, and cross-functional collaboration are integral to adapting my approach. I actively engage encourage experimentation, especially for new software, and maintain feedback loops with my team. This multifaceted strategy ensures marketing stays ahead of the curve, integrating emerging trends seamlessly into our dynamic and customer-focused strategies.

What piece of advice would you offer to fellow Marketing leaders that has been particularly beneficial to you personally?

My advice to fellow Marketing leaders is to unapologetically embrace authenticity. In my experience, saying “F@&% it” and being true to myself, flaws and all, has been the key to success. Stop apologising for who you are, regardless of expectations. I learned this lesson in my 30s after facing career setbacks and a passionate job loss. The crucial advice is to sift through opinions carefully, understand you’re not responsible for others’ happiness, see negativity as a sign of others’ issues, distance yourself from undermining situations, and proudly stand behind your merits and convictions. Celebrate your authentic self, be bold, and be fabulous.

Are there any startups in the Martech industry that have piqued your interest lately?

In the ever-expanding landscape of new Martech software promising to revolutionise how marketers like myself work, it’s challenging to pinpoint a standout. I’ve maintained a healthy dose of scepticism about the growing reliance on AI, especially as a replacement for skilled professionals.

Amidst this, my game-changer has been subscribing to the Exit Five Community. Founded by Dave Gerherdt, Exit Five has swiftly positioned itself as a key player in the Martech industry, with a particular focus on B2B marketers. Boasting over 3,500 members, the Exit Five Community serves as a dynamic hub for daily knowledge-sharing, tactical advice, feedback exchange, and collaborative idea generation. The platform’s commitment to delivering practical insights aligns seamlessly with the needs of marketers seeking effective solutions. Dave Gerherdt’s esteemed reputation as the founder, combined with the community’s impressive growth and vibrant engagement, indicates a promising trajectory for this startup.