Scaling B2B Marketing Strategies at Global Brands | Michelle Lisowski (Uber, Google, Kabbage)

“B2B marketing is really human-to-human marketing. Don’t just talk to companies; connect with the people running the show.”

Michelle Lisowski, Senior Director of Global B2B and Partnership Marketing at Uber, joins Krystina Rubino on Growth Talks to explore the art of balancing strategy with scrappy execution, fostering emotionally intelligent teams, and scaling B2B marketing efforts globally.

From cultivating a “see the forest through the trees” perspective to building team cultures where mistakes are embraced as learning opportunities, Michelle offers actionable insights for leaders navigating the demands of high-stakes marketing environments.

🗝️ Key Takeaways:

• Emotional intelligence isn’t just about being a great leader—it’s the secret sauce for better marketing. After all, B2B campaigns need to speak to human decision-makers, not just companies.
• Not all challenges are created equal. Learn how to differentiate between productive challenges that grow your career (good pain) and burnout that hinders progress (bad pain).
• Building trust and psychological safety in teams allows for faster iteration, better execution, and sustainable high performance.
• Scaling a global brand isn’t about reinventing the wheel for every market. It’s about knowing when to adapt locally and when to lean on universal truths.
• Want to lead like a pro? Hire people who are better than you. The strongest teams are the ones that can thrive without constant oversight.

⏰ Timestamps

00:00 Introduction to Michelle Lisowski’s career

01:22 Balancing scrappiness with strategic planning

05:43 The dangers of perfectionism and the value of collaboration

10:07 Fostering psychological safety in teams

15:18 Good pain vs. bad pain: knowing your limits

20:47 Scaling global marketing while adapting locally

25:12 Data-driven decisions vs. gut instinct in leadership

30:05 Michelle’s advice for aspiring B2B leaders

35:09 The power of hiring exceptional talent

 

🔗 Mentioned in this episode:

• Uber for Business: https://www.uber.com/us/en/business/
• Google Cloud: https://cloud.google.com/
• Kabbage: http://www.kabbage.com/

 

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