CMO Strategies for Building B2B Brands with Cate Lochead and Snorkel AI

"The B2B market is constantly shifting. Your ability to innovate and pivot quickly defines your competitive edge.”

In this episode of Growth Talks, we're joined by Cate Lochead, the  former CMO of Snorkel AI, whose career in B2B marketing leadership spans more than 25 years. She has held high-impact executive roles at companies like JumpCloud, DataStax, and Couchbase.

Cate shares her proven strategies for scaling global marketing teams, securing venture funding, and leading a company through a successful IPO. She explains why operational rigor, financial alignment, and a deep understanding of technical buyers are critical to sustainable growth.

Building on these foundational principles, Cate also offers a clear-eyed look at how the role of the marketer is evolving with AI, providing actionable insights on leveraging new technologies for business success.

🗝️ Key Takeaways:

• Culture is your edge. Teams that communicate clearly and operate with purpose will outperform, every time.
• Adaptability is a must. In B2B marketing, what works today might not work tomorrow. Stay flexible and responsive to changing landscapes.
• Know your audience—deeply. Technical buyers value substance. Speak their language and deliver insights they can use.
• Brand trust compounds. A great campaign can spark short-term wins, but lasting impact comes from consistency and credibility over time.
• Growth should be sustainable. Blitz-scaling can backfire. Long-term wins come from pacing growth with operational discipline.
• Say “I don’t know” more often. Curiosity and humility make room for real alignment, better decisions, and stronger leadership.

⏰ Timestamps

03:44 Balancing Innovation and Business Operations

06:32 The Importance of Alignment with Finance

09:25 Empathy in Leadership and Communication

12:10 Messaging Strategies for Technical Audiences

17:41 Successful Campaigns and Learning from Failures

29:12 Navigating Growth and Sustainability in Tech

33:45 Marketing’s Evolving Role in the Age of AI

39:54 The Enduring Value of In-Person Events

49:50 Navigating Fundraising and Marketing Roles

🔗 Mentioned in this episode:

• Snorkel AI: https://snorkel.ai/
• JumpCloud: https://jumpcloud.com/
• DataStax: https://www.datastax.com/
• Couchbase:  https://www.couchbase.com/
• Carbon Black: https://www.broadcom.com/
• Oracle: https://www.oracle.com/

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