Demand Geniuses: Revenue-Driven B2B Marketing The Secret Behind Figma, Slack & Loveable's Growth with Natalie Marcotullio
Mar 3, 2026
52:00
Natalie Marcotullio is the Head of Product Marketing and Growth at Navattic, the interactive demo platform helping B2B software companies create a better buying experience. She joins the show to share what ten years as a startup marketer, including a stint as Chief of Staff, taught her about building marketing that actually moves the business. She gets into the "unique and valuable" framework she uses to keep content quality high, why customer marketing is Navattic's biggest growth priority right now, and how she built an advisor-influencer program that doubles as a direct line to her ICP.
Tune in to this episode as we explore:
- (01:27) Natalie's 10-year journey as a first marketer at early-stage B2B SaaS startups
- (02:13) What a Chief of Staff role teaches you that marketing alone never does
- (06:25) The "Unique and Valuable" framework: how burnout led Natalie to raise the bar on every piece of content
- (09:20) Why the articles Navattic put the most effort into ranked best, for both SEO and AEO
- (12:09) From growth hacking to quality-first marketing: an evolution in thinking
- (17:55) Why word of mouth, not clever hacks, drove the growth of Figma, Slack, and Clay
- (24:03) Customer marketing as a growth lever: the case for focusing on the right side of the bowtie
- (26:47) How Navattic measures word-of-mouth leads and ties customer marketing to pipeline
- (30:28) Inside Navattic's advisor-influencer program: why niche beats follower count
- (44:53) Quickfire: The AI tool Natalie loves, the skill that moved the needle, and a dream F1 sponsorship
Links mentioned in this episode:
- Natalie Marcotullio on LinkedIn: https://www.linkedin.com/in/natalie-marcotullio/
- Navattic: https://www.navattic.com/
- Ask Solo: https://www.asksolo.ai/
- Uncanny Valley: https://dauntbooks.co.uk/shop/books/uncanny-valley/
- Loveable: https://lovable.dev/