(00:00:00) Natalie: I think what has been really great, and I’m also just really grateful to have just an amazing co-founder and Gabrielle is that we both, as people, just really value inclusivity and Dei. We’re just not bullshit people like we have a no bullshit policy. Like if you are an asshole like we’re you don’t get a second chance. Like we really want it to be a really safe, inclusive and authentic space.
(00:00:24) Courtney: Hi, my name is Courtney and welcome to how they scaled it. We’re scaling is done with both sides of the brain. On this show we sat down with growth stage businesses and speak with the founders and industry leaders from e-commerce and SaaS sectors. We showcase their journeys, unpacking the pivotal moments, marketing strategies and key decisions that shaped their success.
(00:00:42) Courtney: Today, I’m bringing on Natalie Cantave. Natalie is the co-founder of Marketing Women, a thriving community empowering women and gender nonconforming professionals in marketing. She’s also the co-host of the Marketing Talk podcast. Natalie has led mission focused marketing strategies from idea to impact by blending data and creativity to build networks and scale community driven solutions. Natalie, it is great to see you and welcome to how they scaled it.
(00:01:08) Natalie: Thanks for things, Courtney. I’m excited to be here.
(00:01:10) Courtney: I mean, yeah, I you’ve built such a cool community and I’m really excited to like, learn more about how you did that. So why don’t we start at the beginning? What inspired marketing women?
(00:01:21) Natalie: Yeah, I guess it kind of starts with career. Yeah. So pretty much like my my general background. I am a full stack marketer, really having a career in B2B, SAS, in the Boston area. And it started well, I guess maybe I should start how I met my co-founder, Gabrielle Dovey. We met in person, and we always joke.
(00:01:45) Natalie: We’re not sure exactly what year. If it was 2017 or 2018, but we met in person at a marketing conference. So relationships do work when you just go up to someone and be like, hey, how are you? So we just had just throughout the years, really just stayed in touch as like peers and like she kind of I saw her as a mentor.
(00:02:05) Natalie: And we just connected about our own personal journeys in marketing. Gabrielle, for example, like, worked in e-commerce, like a New Balance 47 before transitioning to SAS and B2B tech. I had my career mostly in health care and then was pivoting in different industries. And we just had connected about our own challenges as marketers.
(00:02:25) Natalie: Like whether it is trying to find the right resources, whether it was like, hey, we’re trying to plan an event in Boston, like where some great spaces to, you know, trying to find mentors or even just like us as women, just our own challenges as being women in a male dominated industry. So we really bonded over that over like a two, three year period and then Covid, where we were home, right, or isolated.
(00:02:50) Natalie: And I was feeling, I guess I was at a role where I had a great manager, but they didn’t really know marketing. And especially for me, being in a role where I was a one person marketing team, like I didn’t have, you know, a colleague to go to and ask for feedback on maybe how, you know, to optimize a blog post with SEO or think about our approach a different way.
(00:03:14) Natalie: I definitely learned a lot of great skills just around like operations and project management, but not really the parts that I was looking for in marketing. So we had seen come out in 2020, which we were very pumped about, just their mission of really supporting women who were at this. We regardless of, you know, function department.
(00:03:32) Natalie: But Gabrielle and I were like, okay, what about for the people that are wanting to get there or maybe don’t want to, you know, achieve the level of a chief marketing officer? And I think that’s where we kind of were trying to figure out what a community could look like and if it was out there. So we decided to just build our own.
(00:03:51) Natalie: Yeah.
(00:03:52) Courtney: I love that. No, I think, when I think about my career, when I first started, I think this is true of so many marketers is that when you get hired, in a marketing position, a lot of times the person hiring you doesn’t really know what marketing is. And so then you’re doing like, social media and you’re doing ads and you’re doing email marketing, and you’re doing content development and you’re doing a website.
(00:04:13) Courtney: And it’s like, not very many people can do all of those things. And also like each of those is like a specialty. And, something like this kind of community probably would have really helped me a lot in the beginning where I was just like, oh, yeah, I guess I can do all of these things, but not all of them very well.
(00:04:32) Courtney: And so having just like, so like a sounding board or even somewhere just be like frustrated and like I think.
(00:04:39) Natalie: I think it’s. Yeah. Exactly. Like I think just having that sounding board where it’s frustrating or even like, what should I, I think really one of the challenges to where I remember the first job, I think I worked at a startup and it was like my first like one person building out marketing at a startup. And I realized that I was not making what I should be like.
(00:05:01) Natalie: It was below market rate. And I know Gabrielle and I that’s one of the things that we love with marketing women, is just really being able to make sure that women and gender non-conforming individuals are getting paid what they’re. Because I think without that community, like, I probably wouldn’t have realized that I was making significantly below market rate and how I should have, you know, negotiated for the salary off, like my experiences or where the company was at at that stage.
(00:05:25) Natalie: So kind of just. Yeah, basically like the sounding board friend that we wish we had early in our careers, but now we build.
(00:05:32) Courtney: Yeah. So as you started building it, what we’re kind of the major challenge is just to get it off the ground and start attracting people.
(00:05:40) Natalie: Yeah, it’s a great question. I think when we were like, is this what people really want? Yeah, we were eyeing on it. And, you know, especially being just right in our own homes, like, do people want to really connect? Yeah. So we first posted March 2021. So our four year anniversary is actually coming out for the community.
(00:06:01) Natalie: And I think it was around like Saint Patrick’s Day, ironically, that we just posted about it and how we started it as a, and that’s how we really just landed our first community members, like some of them were actually like our OG, as we call them, are in the Boston area. So it was really cool to see people like be interested and want to be part of a community like, so I think that like with the initial, just getting it out there was probably just like a challenge and definitely right.
(00:06:28) Natalie: Imposter syndrome of just starting and yeah, starting from scratch. A lot of our concepts were really virtual events, which were great, just around different topics like we did one around like how to think about like D inclusive, like marketing and Dei to thinking about just like how to work great with designers, right? Because that’s sometimes like a big part of just marketers.
(00:06:49) Natalie: Like how great like working with designers or, you know, maybe video editors. And also just, you know, kind of like the skills of, like, leadership and communication. And then we kind of were as we were growing out the community, we were thinking about just how to provide more value, like what are members looking for? And some of that came through of like wanting mentors.
(00:07:10) Natalie: So we built out like a mentor program. And then, you know, definitely, a part which was really effective or important for us last year was that people were kind of getting tired of just not getting tired. I think people want to reconnect in person. And, I think definitely we knew that we had something great because we were able to marketers from all over the globe.
(00:07:33) Natalie: It was really awesome. And across the US. But also just how do we create, like great moments, like in person? And then I think another challenge for us too was how long like, do we want to to stay as a free, right? I think something for Gabrielle and I, which was kind of like a pivotal point for where marketing really, really shifted, was just like one does.
(00:07:58) Natalie: Tools are really expensive, right? Like the slack we were on and being able to just like, have all of just like your messages like.
(00:08:06) Courtney: Yeah, saying in.
(00:08:07) Natalie: Slack like yes. Money per user, like per month where it was like we had a point where we were like a thousand members, which was great, but we’re like, we don’t have the money to pay for all of this. Like out of our own pocket, and being able to grow. So we, yeah, decided to just file as an LLC and become a business and also shift, like last year to a paid model.
(00:08:32) Natalie: So I think that was a challenge too, of like, how do we get just like, engagement and how do we make sure we’re providing value? But also in order to scale, like kind of need to make money to be able to do the things that we want to do. So I think those were a couple of things that yeah, came up.
(00:08:45) Courtney: Yeah. When you shifted from a free model to a paid model, was that hard for your membership? Like, did you guys see a drop or was everyone pretty like bought in at that point?
(00:08:55) Natalie: It’s a good question. We kind of told our story as in order for us to grow and scale like we need to, you know, invest in the business that we are growing. And and part of that means, like switching our bit model. We are pretty transparent to you around just. Yeah. Like in order to scale, like, things are expensive, like, oh, Gabrielle and I are balancing marketing women full time jobs.
(00:09:21) Natalie: And how, you know, like, definitely want to grow in scale and be able to provide value, but that means, like, you know, having some skin in the game. We also still communicate that, you know, inclusive pricing is always something that’s really just the core people and really embedded in marketing women, where we offered a price point that’s now jokingly like, better than not.
(00:09:41) Natalie: Yeah, you know, definitely, we always are, you know, like talking about how if someone you know, is impacted by a layoff, like we don’t want them to not have access to resources. So we have always said like reach out to us if there is, you’re in need of financial assistance and we’ll be there. So I think there’s definitely was support and understanding.
(00:10:01) Natalie: Luckily from our community, especially the ones that have been around, to be able to convert, I think definitely it was like a shift where, you know, we definitely saw the numbers drop. But yeah, the engagement has been higher. I think there’s just yeah, so much more that we’ve been able to do. Like we were able to get like sponsors, which was really exciting.
(00:10:22) Natalie: We were able to do in-person events not only in Boston. We went to New York, since we have a contingency there. And I think it definitely was worth it for us to switch to this paid model. And I think it also I at least I can say for myself, like, it really felt like a moment where I was like a true, yeah.
(00:10:41) Natalie: Yeah. Of, like, making that decision with Gabrielle. Yeah. To really shift that, that model, I think overall we were we got, you know, definitely support, which is great. And I think we continue to grow even with that.
(00:10:55) Courtney: Yeah. I mean, the reality was, is that, like, if you didn’t start charging it, organization probably wouldn’t even exist anymore because like, you have to, like, you know, that or you have to be pulled back and you’d have to put a cap on members. And that also feels really exclusive in that in a way that you’re probably trying to avoid.
(00:11:13) Courtney: So I think that it’s totally fair to, you know, especially when the members are getting this value of of seeing salary transparency and getting advice and mentorship, like, all those things are really, really valuable that will hopefully get them to a higher, higher salary levels. And, you know, also just like not feeling so lonely, that’s kind of a huge deal.
(00:11:36) Natalie: I really just like the loneliness part. I think definitely finding just mentors like across great industries and perspectives like, definitely. We have members that are SAS and B2B, but we also have folks that are in e-commerce and consumer, also folks who are owning their own agency or freelancers. And yeah, I think really, regardless of what your path is in marketing, like you have a place here and you have a community that will support you.
(00:12:05) Natalie: And I think it’s really yeah, the goal is for it to support any. Yeah, women or gender non-conforming individual, like regardless of what their path is like. I think right now where, you know, the job market is crazy. And, you know, there folks who are debating like, should I go into consulting or should I go into freelance?
(00:12:22) Natalie: Like, we already have folks who have made that job and can offer advice and support, definitely offering support of different templates, like a resume that can help just, you know, screen, especially with everything going on with, you know, like, I, definitely just like different workshops that we offer. But also to you. Right. I think one of the biggest ones is definitely like our salary benchmarking report, being able just to have connections, like with other marketers.
(00:12:50) Natalie: And also we’ve been able to do some in-person events, too. Still virtual. Because we want to still reach our audience all over. But, at least our East Coast based events have been really great, where it just makes the community feel like really magical and real that the connections I have made virtually, like they still continue, like in-person and they still continue after they meet in person and back into all.
(00:13:16) Natalie: And it’s just really great people. And I think that’s something that Gabrielle and I are really proud of, just creating this, a really safe space, inclusive and welcoming space for, for really anyone who wants to be part of our community.
(00:13:27) Courtney: Yeah. And I love, like, having in-person events because it’s kind of a very full circle moment for, yeah, you know, your relationship with Gabrielle and like how you guys met and then creating those spaces for more people to meet. And like, that’s kind of a fun way of like it all coming together.
(00:13:44) Natalie: Yeah. It has been awesome. Just like meeting like last month, we are in January. We did a co-working event at Wistia, which was one of our sponsors, which was great because some people had never been back in an office since. Right. That. Yeah, day in 2020 when we were like, oh, we’ll come back in two weeks. And then I but it was really nice to just one work with other marketers where you can just get the live feedback that you need, right?
(00:14:11) Natalie: Instead of, you know, usually through the community on slack, but also just be able to, like, really have authentic, genuine conversations and know that, you know, everyone that like I met, like I have loved every conversation I’ve had, I definitely went to a networking event after hours and like, knew a couple of the the attendees that were there.
(00:14:32) Natalie: So it was great to just know familiar faces in Boston. But I think, yeah, just be able to just get out of the house, feel really productive, learn also from other great, amazing marketers like in the Boston area. And then it was really great to the CEO of Wistia, Chris Savage. Actually, I chat to and spoke with members, and it was great for just marketers to question him.
(00:14:54) Natalie: Yeah. And I think it was great to just hear from his perspective because he understands marketing. He’s also just offered really great insights in person of too. And I it’s not every day you get to sit down and hear from a CEO, let alone someone in your own neighborhood. So it was a really great.
(00:15:10) Courtney: Yeah, that’s that’s amazing. So like, you’ve it sounds like you had a lot of really great success. Has there been anything that you’ve tried to do that just like hasn’t worked that you had to kind of say, okay, that’s not the direction we need to like pivot and do something else?
(00:15:24) Natalie: That’s a good question. I think some of the things where we had to pivot has been around. Just how do we get sponsors? I think just how do we create the value when we’re outreaching to, sponsors? I think that’s been something where we’ve pivoted. I think just some of the like, what hasn’t worked?
(00:15:45) Natalie: I think it feels like weird and cliche to be like, nothing hasn’t worked. Because.
(00:15:50) Courtney: It’s like the whole time.
(00:15:53) Natalie: I think, just really. Right. Like just the pivotal decision to. Yeah, pivot from free to paid, I think was one where, you know, like we were like, Will people not support marketing? Which was a really big question. I think just like our virtual events, we were very lucky that like whether our, our virtual summit, which is a little bit bigger, which we did in December, to our like member focused events, like even if it’s a few people that attend virtually, like quality conversations.
(00:16:22) Natalie: And I feel like that’s where even though like, yes, sometimes it’s not the numbers that, you know, we hope for, like the quality is there and the relationship that the continues. So I think that’s where we more see those as wins. So I guess that’s why like even though yes like yeah I think those are have been the ones I think about.
(00:16:40) Natalie: I think the one that was probably challenging was trying to get a happy hour together around a time of our really big conference in Boston, where it was like, there’s just so much happening and back to school and timing. But I think it’s something where we would try it again, for sure, in a different way. But yeah, I think we are grateful that, yeah, just the type of events that we have and people we bring together like they are a success, like we did recently, a black marketers meetup for Black History Month, and it was about ten marketers.
(00:17:13) Natalie: And yeah, even though it was a small number, like the quality of conversation was amazing in terms of just talking about like AI and how do we think about like upskilling AI and just even just how like us as black marketers, like, it’s so great that we are using and leveraging a technology that even though, you know, maybe like my parents who come on my parents using AI, but like, there’s still like a distrust around it, or also just thinking about, like how to to support each other, right, with the job search or, even to some of the challenges.
(00:17:44) Natalie: I think, like it was just a great conversation that the hour flew by so quickly. But those relationships are continuing, right where folks were like, hey, like, how can I help with introductions to a company you’re interested in? Or I’m happy to, you know, send prompts for AI, how I think about the job search that maybe can help you, or so I feel like it’s really the quality that we think about in terms of like impact, which is, I guess, yeah.
(00:18:09) Natalie: Why there hasn’t been like any.
(00:18:11) Courtney: Yeah, that failure doesn’t feel like a lot of a lot of failures just because it’s, even things that are struggle turn out to be good or you’re I think it might also just be like a perspective thing where, you know, it’s like if there’s any positivity coming out of it or anything that has been able to help somebody, then it’s like, well, it’s probably worth it in the end.
(00:18:32) Natalie: So yeah, and I think we also do, you know, whenever, like at the, for example, like 2025, like I really talked to a lot of members, because Gabrielle on maternity leave. But really just ask them like, what are you looking for? What do you need? How can marketing women really support you, like given where you are in your journey?
(00:18:53) Natalie: Like whether it is you as a jobseeker, you as a freelancer, or you as someone who is happy at your current company but is looking to maybe like upskill or think about like, okay, maybe I’m ready for that promotion. Like, how can marketing women help me with just like executive presence or how to communicate my ideas, like regardless of where they are in the journey?
(00:19:13) Natalie: Like that’s really where we take that feedback and really plan our just the type of events like who we kind of bring in externally. Yeah. And I think just also just advice that we can offer to you in the community. So I think that’s where we really make the effort to really understand just a different type of marketers that we have and kind of tailor the experience to that way.
(00:19:35) Natalie: We’re continuing to provide value. So yeah, I guess it’s a perspective.
(00:19:38) Courtney: But yeah. Yeah. So you you mentioned that you had started getting sponsor. So with, Wistia, with the one of the sponsors, how did you approach that? Because you probably didn’t have any experience like finding sponsors your previous career. So how did you approach that?
(00:19:54) Natalie: Yeah. So it’s interesting where actually one of my roles at Mass Challenge, I was in a marketing role, but a lot of it was working with like corporate partners. So like the city of Boston, Brigham and Women’s, like Brigham Women’s Hospital. Now they’re like Mass General Brigham, Harvard Pilgrim Health care, a few different pharmaceutical companies.
(00:20:17) Natalie: So I was involved with a lot of like partnerships, marketing, creating like materials. But I think it was for something. Right. Like that had been established. Like, I definitely was really different making the transition of like, okay, like marketing women is a company, right? And a business. How do I sell this thing that I created was a definitely a shift.
(00:20:39) Natalie: I said, Gabrielle, I have to give credit to Gabrielle because she was the one who, made the connection to Wistia. But I think where and we’ve had, like, a few other sponsors, like Wistia, gold cast, they sponsored our virtual summit endorsement in December. And we were able to host our event on their platform, which was really great.
(00:20:59) Natalie: We’ve also had a sponsor called Tech in Twine. They’re also sponsored our virtual summit, and I say those three. But, I think really the way that we were able to land Wistia was through our CMO supper club dinner, where it’s just an opportunity to really gather 20 to 25, like senior level marketers in the Boston area for just, yeah, like, conversation and connect.
(00:21:29) Natalie: And they were on board with it. Also gold cast as well. They were actually the two that made our first dinner possible. So really have to give credit to them. And it was just a really great event, like, we we did it at row 34, so it was a great for, you know, seafood. But I think just one being able to get people together because they’ve been wanting in-person connection, they think people just don’t want to feel like they’re getting sold something.
(00:21:55) Natalie: Yeah. Yeah. We really wanted it to be just a place to just gather. Yeah. Senior level women at a dinner table just for conversation. Regardless of the challenges that you’re facing or what you’re seeing in your own respective organizations. And it was awesome. Like, we’ve had women in tech companies like, marketer at WGBH and just, you know, like a lot of different types of companies where everyone just could come in and say, like, I know everyone is in marketing, kind of just like, don’t have, you know, the super pitch of like, this is what I do in my company, right?
(00:22:28) Natalie: But can really just dive in authentically in a safe way and a fun way of just like, what is it like being just a marketer? What are some of the maybe challenges we’re facing as women and or gender nonconforming individuals in marketing? How can we just support each other? And just even if there are women and gender nonconforming individuals that want to get to this level, like this is the, you know, the people that will help and support you, get you there.
(00:22:54) Natalie: Yeah. What’s the end goal cast like? Understood that. And once they like, they also attended the dinner and it was just like a really awesome, it was funny because it rained and we were like, oh my God, what if people don’t show up because. And people came. Yeah. I mean, it.
(00:23:09) Courtney: Was inside.
(00:23:10) Natalie: Right? Like it’s real. It’s happening. Yeah. But it was just like, there’s just such, like, magic, like getting people together. And I think that’s where afterwards they were like, okay, when’s the next one? And we’re like, like actually plan the next one, right. So actually planning one for, mostly this summer. So definitely stay tuned for that.
(00:23:33) Natalie: And we’d love to have you there to talk about. Yeah. I’d love to, but I think that, like. Yeah, I think that just really unlocked, just like different potentials and opportunities. And that’s how, you know, through that CMO Supper Club dinner was kind of how the conversation started around like a co-working space could look like. Yeah.
(00:23:52) Natalie: Which is, you know, how our event was made possible at Wistia as offices and their offices in Cambridge were awesome. Like, for me, it was nice to, like, not be at home and just be around people. Right. But I think it was also very surprising how product it is. Like I think, yes, there is definitely great, you know, opportunities to have conversations and make connections, but also just get work done.
(00:24:13) Natalie: Yeah. Which was a very big part. We were like, yes, we want it to be a space for you to like, yeah, get it done in a different place where you usually do. But also, yeah, just learn from other marketers and make those connections of people like you probably want it meet. Right. Like, yeah. Yeah. In Boston.
(00:24:31) Natalie: So I think that hopefully answered your question. I feel like, yeah.
(00:24:34) Courtney: No, it did. I mean, I think, it kind of also brings us because I think while you are a community of marketers, like you’ve really focused on, like the I and inclusivity, which is seems like very important right now. And I, I think about like, previous company that I have been familiar with, like the Wing, which was like a co-working space that was built on supporting women and gender non-conforming people.
(00:25:04) Courtney: And it kind of like crashed down and it grew too fast and a lot of really late. It was just like, wasn’t a great ended up not being a great space. So kind of when you’re looking at marketing women, how are you avoiding that kind of mess? While also being able to scale, like, you know, authentic way.
(00:25:23) Natalie: Yeah, that’s a great question. I think what has been really great, and I’m also just really grateful to have just an amazing co-founder and Gabrielle is that we both people just really value inclusivity. And, I mean, I can speak for myself as a black woman in tech, like representation is so important to me. Right? And I think that’s something where it’s really awesome, right?
(00:25:47) Natalie: In the marketing women community, where there is a space for black marketers to. Because there is. Yeah, out of the roles I’ve had, I have not worked with a marketer who looks like me on a marketing team, right? Or have had a black female manager in a great. So, and Gabrielle also like for her when she’s been a manager has always thought about like inclusivity, making sure that her direct reports are getting paid what they’re worth.
(00:26:11) Natalie: Right, making sure that there’s pay equity. So I think just us as people was definitely something that brought us together. But also as core to like the DNA of marketing. One. I think really for us, how we think about just scaling with authenticity is we’re just not bullshit people. Like we have a no bullshit policy.
(00:26:33) Natalie: Like, if you are an asshole, like we’re you don’t get a science. Like we really want it to be a really safe, inclusive and authentic space. So I think that’s one part, like, just as us, as people like, we we’re just not dealing with intolerance. I think also to another part, I think with us, just scaling intentionally is just making sure, like, I think really just both of us sharing our own story, as you know, like the times where, like I remember I was impacted by my first layoff and sharing that with marketing women of like, hey, like, yes, like it was very humbling for me, right?
(00:27:14) Natalie: But I was really grateful to share that. And I knew the marketing women community like pour it into me when I needed it to. And yeah, Gabrielle sharing her own perspective too. Like, I think that’s because we’re very authentic and vulnerable. I think that’s where the community just has been, a place where people can really feel safe and also just like, yeah, kind of come to us for really anything.
(00:27:36) Natalie: And I think too, when we think about just like sponsorships, like working with companies that support Dia, DNI, because it’s also just fundamental to who we are as part, so I think that’s where we want to be intentional great of whoever we want to partner with, like as an organization, like making sure that they really understand the value of women and, you know, for whatever it is.
(00:28:00) Natalie: But also just really standing with deep. Yeah. So I think it’s yeah, just kind of like us as people and. Yeah. Poured it.
(00:28:07) Courtney: Into the. Yeah. Well, when I think about the way but kind of just the only other thing that I can kind of compare this to, like the wing or other brands that have tried to kind of build their company on Dei or, supporting women. I think where a lot of people fall apart is when they want to scale super quick and make a ton of profit, and you can’t do that well.
(00:28:31) Courtney: Supporting underrepresented, underrepresented communities like you just can’t do it because it’s they’re kind of like at odds with each other. Like in order to make a ton of profit, you have to reach the broadest group of people possible. And you have to, like, let go of a lot of your values, in order to do that.
(00:28:50) Courtney: But I think the fact that it was so hard for you guys to be like, should we start charging people like, that was like the biggest moment in your company and like, okay, maybe we charge people and we can start getting sponsors. I think that that is probably what, like keeping you guys in check and showing that you have really good like affiliate had on your shoulders when building this community.
(00:29:09) Courtney: Because it is it is hard. And I’m sure it’s really tempting to be like, we can charge people 50 bucks a month and we can make a ton more money. And you know, we could bring in target as a sponsor that has like at the end in their Dei, but they have a lot of money. And, I think that being so intentional and being so authentic means that you scale slower, but you’re scaling correctly.
(00:29:32) Natalie: I think also another part too, is realizing that we can’t do everything. And we’re we definitely have had really big visions. Yes, we still do. And I think that definitely keeps us like going towards our north star of what we want marketing women to be. But we’re not, you know, I think we’re well, we know we will get there, but I think it’s like we just can’t do everything right now.
(00:29:54) Natalie: Right? So I think just really for us really honing on on our like, what are our priority? I think it was like back in 2023, we had like, I can’t remember fully the idea we had our members at the time needed support because it was, you know, not what the market is now, but it was a time where, yeah, folks were getting impacted by layoffs.
(00:30:16) Natalie: Some of our members were getting impacted by layoffs when they were pregnant or on maternity leave. And we were like, okay, what the community needs right now is just support, whether it is support with resumes, support with introductions, support with mock interviews and just helping folks get jobs right. So that way they can have income for just themselves in their household and, you know, whatever they need it for.
(00:30:40) Natalie: So we were like, okay, we need to double down on this right now. Or and I think that’s where we launched like more of our like mentor program just to build that, because that’s what our community wanted. So I think, like really responding to what the needs are is kind of why we, you know, doubled down on certain things at different times.
(00:31:00) Natalie: And I think that’s yeah, I think scaling with intention has been something that is important to us. But I think also another part is we definitely want to be able to grow the community where someday we hire great marketers and I think it’s something where we definitely want to get to a place where we’re paying the marketers like, or I guess anyone who would hire at that point like what they’re worth.
(00:31:19) Natalie: And I think it’s like, yeah, we could, you know, get to a certain place like today. But, you know, maybe it’s just not the right time or, like, but sorry, I just was like lost my train of thought, but essentially, like, we wanted to scale intentionally. So a point where when we’re ready to build a team, we’re paying folks what they’re worth, right?
(00:31:39) Natalie: And I think that’s something where we know we’ll get there. And we definitely are really lucky to have some support of, you know, volunteers who want to help because they really love and believe in us and marketing women, which, but I think.
(00:31:53) Courtney: Also do like.
(00:31:54) Natalie: Yeah, like we are also not, you know, we’re bootstrapping, right? Women and I think that’s also a part where like, we really want to build like a sustainable and scalable business, like where I think that’s where we’ve been proud of to have just yeah, bootstrapping it and just really growing and and scaling with intention. And yeah, someday we’re excited to have got one of the big things that we want to do, like our podcast.
(00:32:17) Natalie: We probably wanted to do it back in. We kind of renewed on it in 2023. The wasn’t the right time rate. So then we last year were like, okay, this is the time and we’re ready. Start it. So I think just some of those decisions where we’ve had to be honest of, can we really take this on right now, just even our own like life journeys?
(00:32:38) Natalie: Yeah. There are still people and, you know, things at the end of the day. But I’m, you know, definitely really grateful for just all of the moments we’ve had. And yeah, just grateful to be working with Gabrielle where we are really honest each other. But we yeah, we have the same vision and we support each other. And I think just.
(00:32:58) Natalie: Yeah, we’re excited for what the community will be and what it will become. It just will take a little bit time to get there.
(00:33:03) Courtney: But it’s. Yeah. And that’s and that’s good. I think that you can build it fast or you can build it right. Sometimes. Yes. So yes, exactly. When you talk to for any founders who are looking to build a community around their brand or the mission or build, you know, a community of marketers or developers or, you know, that kind of thing.
(00:33:23) Courtney: What are the first steps that you would recommend?
(00:33:26) Natalie: Yeah, that’s a great question. I think if you are wanting to build it with a co-founder, like make sure it’s the right person. Because they’re really your partner. Like, I, I joke with my, my partner that Gabrielle is my first partner because we were partners in business for him. But it is a very right, like, important relationship.
(00:33:49) Natalie: Right. I’m grateful that Gabrielle and I met as friends, and we connected before taking this path together. But I really. We know each other, right? And I know that we trust each other with decisions. Like, now she’s on, you know, maternity leave with her, her daughter. And I’m kind of, you know, running the marketing within.
(00:34:10) Natalie: But she trusted the decisions I make, like, are going to be the best decisions and vice versa, where if it’s a period where life is busy, you’re crazy. But I think also, just like every, you know, day to day, like we trust each other. I think we definitely have great skills that balance each other out. So I think when we decided of like, okay, these are the areas that I’m going to tackle and whether it’s like, Gabrielle is great at the finance pieces, right, right.
(00:34:35) Natalie: She kind of owns that. But I’ve learned a lot more of them through her. And vice versa. Like there are things that I have done and, you know, with experimentation that she’s benefited from. So I think just really making sure you have the right partner, is really important because we talk, like, pretty much every day. Yeah.
(00:34:52) Natalie: Like now she’s on maternity right now. I’m like, I miss every, and I’m like, send me baby pictures. But I still like, send her updates of what’s happening. But knowing that, you know, when she’s coming back from maternity leave, like, we’ll be able to work together and she’s not like she’s lost, right? Or like, what’s been happening?
(00:35:12) Natalie: So I think part making sure you have the right partner. I think the second would be your just values of what’s important to you in the community. For us, it’s, you know, like inclusivity and Dei and, you know, representation. And that’s something we really make sure of, like, at every event, like, especially our virtual event, like, we make sure that we have, like, representation of what the different types of marketers are out there, regardless of industry or specialty or, you know, like all the different, you know, beautiful things that make diversity and making sure that we have that representation, is really important to us.
(00:35:50) Natalie: But I think also like our values, like what we stand for. Is another thing I’d recommend. I think also the part to like your brand and mission will evolve, and that’s okay too. Yeah. I think that’s something where it’s funny as marketers, right? When we are first thinking about, like the website, like we were like, okay, what is it like look like?
(00:36:12) Natalie: And we’re so much more like nit picky about different things, right? Yeah. The website it isn’t right now is not what it was when it first started. But we’re like super proud of like the direction and kind of like just the brand too. So I think just like letting time.
(00:36:28) Courtney: Yeah. And it doesn’t have to be perfect right away. Like it will evolve. Just like people evolve. You change. Change your what you like and like there trends and stuff that you probably want to latch on to.
(00:36:40) Natalie: So yeah, and I think the last part probably I would say is like, yeah, make sure you’re really talking to whoever you’re serving and really understanding, like what their needs are. And I think that’s also just like business in general. But yeah, really understanding. Right. Your, your end user customer. Is right.
(00:36:59) Courtney: Yeah. Because it’s I mean what’s so interesting is that you’re building this community. And community is like at its core, so intimate. And it’s like it’s so tight knit. And to scale that, like the bigger the community gets, like the less tight knit it tends to be. And there’s tends to be like little side things. So I think that staying in touch with the core of your community and like recognizing that it changes over time as it grows is probably pretty important.
(00:37:26) Courtney: Yeah. So and I think that, like you having these like in-person events and virtual events and like being really mindful of all of that is has been what’s kind of like made you successful so far.
(00:37:39) Natalie: Yeah. I think the also fun part to like from switching and pivoting was like our newsletters, like we, I mean, I, we love our newsletters because we make them very personal, but we also touch on like what we’re going through as well. And I think that also carries into like our own authenticity. So like one of the newsletters, like I recently was write part for Black History Month, I was just like, okay, like one like marking women’s a black owned business, which like recognizing that, but also like here’s a little bit about me and my story.
(00:38:08) Natalie: So I shared like, yeah, just like my background in marketing or like, what are the things I like to do outside of marketing women because I’m still a person or like some of my goals for the year. Like I share that my goal is to read 25 books, right? Like in the year. But also like we share just like our own.
(00:38:27) Natalie: Like, and our newsletter is like whether we’re thinking about content, right. And how to create like content that works and is distributed across multiple channels, or whether it’s like, okay, how do we find the right mentors to, you know, and sharing our own stories to, I think, just makes it really human? Yeah. So I kind of rate ideas and I always feel like I laugh, but, yeah, I also just yeah, I think just like showing parts of ourselves are really what make it fun.
(00:38:56) Natalie: So I think that goes back to like dear like for the advice of like, what is your brand new? How do you want, you know, people to feel when they come in. Yeah.
(00:39:06) Courtney: So what, what does the next year or five years look like for marketing women?
(00:39:12) Natalie: Oh great question. I think for the next year, definitely some more like in-person events. Like, definitely we’re planning some, like, you know, the supper clubs again, noodling another like co-working event, which is super exciting. Definitely releasing more of our podcast episodes to look out for those. And I think so, like part growing and scaling for what we have, manifesting some new sponsors that come through.
(00:39:46) Natalie: So I think that’s probably like the one year of just, yeah, scaling with intention. I think probably like, yeah, I think because I think right, like right now it’s been myself. So I’m excited when Gabrielle comes back from maternity leave and we’re just going to double down on what we’ve been doing. So I think this like having the what is the expression like foot on the gas, especially from what we learned last year.
(00:40:09) Natalie: So I think that’s probably for the one year, I think five years, like last two. Yeah. I guess like, I mean, I think definitely like, would love to have like a team of people that we are employing and working with. Which would be super exciting. I think being able to just work for ourselves. Yeah. Companies or.
(00:40:33) Natalie: Yeah. It’s fine. But yeah, I think just being able to still be around. Right. I think just like being around is, scalable businesses. One I think like maybe a big in-person conference, like, I don’t know, shooting it out there, for visions. But I think really five years, like, I would be super proud for being able to say, like, wow, marketing women has been around for ten years.
(00:40:57) Natalie: Like, I think that for me is like, what would make me most proud that we’re still around. And I think just the impact that we’ve made, like to see some of our members, like, become VP of marketing, or even if some of them want to be chief marketing officer at Great Companies or yeah, even folks that. Yeah, whatever it is that they’re doing, like they’re still around and still there.
(00:41:18) Natalie: So I think that’s really probably like the five year.
(00:41:21) Courtney: Yeah.
(00:41:21) Natalie: I think that’s I think that’s yeah. We also yeah. So we’ll be like okay almost ten years. Yeah. Would be the part that I think. Yeah would make me proud because I think the part that. Yeah, I guess the parts were I always like when marketing women like we switch to pay it. I think that for me was like, okay, like we’re serious and serious and I think, yeah, hitting that part.
(00:41:44) Natalie: I mean, even the fact that, like, celebrating our four years and after that will be five years is still like a mind blowing, like thing, but it’s super proud of because, you know, like, I mean, the state of like 90% of, like, fail. So I think really just building a sustainable and sustainable.
(00:42:01) Courtney: Yeah, I love that. And I think I see that happening. I’m putting it out there.
(00:42:06) Natalie: Yes. Right. Put it out there.
(00:42:10) Courtney: All right. So to wrap up, I ask this question of everybody, if you could give yourself one piece of advice when you were just starting marketing women, what would it be?
(00:42:19) Natalie: Ooh, like when I was starting working women. I guess two probably extra, but one would be just do it, I think. Just like, yeah, put it out there. And just try, two would be, I guess maybe one probably the one would be. Just do it. Let’s do it. Other. Yeah.
(00:42:41) Courtney: Sorry, I love it. Just just do it.
(00:42:45) Natalie: Yeah.
(00:42:46) Courtney: And where can people find marketing women online and you online.
(00:42:50) Natalie: Yeah. So for me, definitely. My name on LinkedIn, marketing women, we have our LinkedIn page. And then our website just dot Mike Teague and.com. And then for our podcast Marketing Talk, we’re on Apple Podcasts and Spotify and on our website. Yes.
(00:43:10) Courtney: Go check it out and we’ll, we’ll talk you everywhere we post this. And thank you so much for being on the show. I really appreciate it.
(00:43:18) Natalie: Yeah. Thank you so much for having me. Courtney was super great and super.
(00:43:21) Courtney: Fun of course, and thank you to everyone at home or on the go for listening. If you enjoyed today’s episode, please make sure to subscribe, share it with a friend and leave us a review! I mean, if there’s anything you’d like to hear on an upcoming episode, just let us know. For more insights. Follow us on LinkedIn or visit Right Left agency.com and we’ll be back next time with more stories of success, innovation, and marketing strategies to help you grow.
(00:43:45) Courtney: See you on the next one.
