How Catherine Aleksidze hires B2B content marketers with commercial acumen over writing skills | Catherine Aleksidze

Catherine Aleksidze has spent 12 years building marketing functions at the intersection of brand, data, and commercial growth — from developing monetized B2B advertising products at Zalando Marketing Solutions to leading demand generation at Radius , a global fleet management and mobility company now pushing deeper into the German market. Her through-line: marketing only earns its seat at the table when it speaks the language of revenue.

Topics Discussed:

• Why B2B marketing must be benchmark- and revenue-driven above all else

• How to balance data validation with the instinct to take creative risk

• The ROI framework she uses to evaluate event and campaign spend

• What the marketing team of the future actually looks like

• Why consolidating your data stack into one source of truth is urgent

• How AI and automation are already reshaping content creation workflows

• The specific skill set she hunts for in a B2B content hire

GTM Lessons For B2B Founders:

Connect marketing to revenue metrics or lose credibility with leadership. Catherine's operating principle is simple: every channel, campaign, and content investment must trace back to a company-level commercial goal. In B2B, where sales cycles are long and attribution is messy, this discipline is what earns marketing a voice in strategic decisions — not brand impressions or engagement rates.

Apply a 1:4 ROI benchmark to pressure-test spend. Catherine runs a concrete filter on investment: put in €1, get €4 back. She applies this specifically to event spend, working closely with sales to ensure deals are attributed back to the right activations in HubSpot — even when that attribution takes months to close.

Stop reporting on engagement. Start reporting on demand. The failure mode Catherine sees most often in B2B marketing leaders is getting pulled into CTR, newsletter open rates, and webinar attendance instead of asking what's actually generating pipeline. Her advice is structural: identify your highest-leverage demand KPIs upfront, and build your reporting around those — not around what the platforms make easy to measure.

Consolidate your data stack or accept a strategic blind spot. Most teams are juggling disconnected ad platforms, CRM data, and content analytics with no unified view. Catherine recommends solving this deliberately — HubSpot works well for connecting sales and marketing attribution, and there are dedicated aggregation tools that pull performance, content, and CRM data into a single source.

Your B2B content hire needs commercial instincts, not just a writing portfolio. When hiring for content, Catherine looks for someone who can internalize buyer pain points at a deep enough level to write about KPIs, ROI calculators, and workflow tools in a way that resonates with a sophisticated operator audience. The skill set she maps to: communication, analytical thinking, project management, and stakeholder management — alongside content craft.

AI adoption in marketing is already a competitive differentiator. Catherine's team is actively using AI tooling to produce case studies, product tutorials, and video assets faster than traditional workflows allow. Her point isn't about experimentation — it's about urgency.

// Sponsors: Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership. www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role. Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM