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 ParadigmThrough the consultancy, Andrea’s helped huge brands like Adobe, Atlassian, Drift, TealiumShe also ran marketing at Toolio before leaving her successful career as a marketing exec and going back to her entrepreneurial routes creating uncommonly good contentShe’s the Co-Host of OWNED podcast by AudiencePlusShe wrote the Practical Guide to B2B Event SponsorshipShe’s also written an intensely emotional and powerful fiction story called Sixty Days LeftThe 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 ge