Hello, World!
ߡā01
Origin story
Early childhood education
Psychology baked in from the start. How to read what people are actually feeling and how to respond.
The 360 Marketing Show · Katie Penner
02
Origin story
Bartending
Remembering someone's order. A detail from their life. Bringing it up later. That is where the people skills unlocked.
The 360 Marketing Show · Katie Penner
03
Origin story
Empathetic parents
Always serving the community. Caring about people beyond what they can do for you.
The 360 Marketing Show · Katie Penner
She started with
Feeling.
Empathy first. Sensitive to what people were going through. It always served her until it did not.
She learned to add
Fact.
Separating emotion from executive decisions. Taking feedback without letting it chip your shoulder.
to
The 360 Marketing Show · Katie Penner
Buying
is emotional.
Full stop.
It is not a rational process. The software you pick can feel like it makes the difference between having your job and not.
The 360 Marketing Show · Katie Penner
3 ways to build trust at scale
01
Share your failures publicly
Not just wins. The campaign that failed. What you learned. What you will not do next time.
02
Get your exec team talking
Thought leadership only works when the people with real stakes are the ones speaking.
03
Keep it human
Podcasts, LinkedIn, real words. AI does not have a place when your goal is to build trust.
The 360 Marketing Show · Katie Penner
Of outreach gets ignored.
You have the data. The intent signals. The tools. Buyers are still getting emails that could not have taken more than 10 seconds to write.
The 360 Marketing Show · Katie Penner
The one trait money cannot train
The buyer's time
matters more
than your quota.
The best reps know this instinctively. Everyone else has to be told and most still do not get it.
The 360 Marketing Show · Katie Penner
The metric everyone celebrates. The math nobody does.
40%
of replies = not interested
Dig into the sentiment.
A 10% reply rate looks good on a dashboard. But if 4 out of 10 are negative, you are not winning. You are damaging the relationship.
Positive replies
Negative or opt out
No reply
The 360 Marketing Show · Katie Penner
No.
Contract is up in four months. Too early stage. Not the right time.
What most reps hear
In.
Now you know exactly when to follow up. Build the relationship. Be on the shortlist before the RFP starts.
What the best reps see
to
The 360 Marketing Show · Katie Penner
The CRO. The Eras Tour. The inside joke that never went away.
I pinged him the day after and said: how was that Taylor Swift concert? He was so impressed I remembered.
Care beyond the contract.
He would do anything for her now. Not because of the deal. Because she cared about him as a human being.
The 360 Marketing Show · Katie Penner
50 years from now, they will look back and think
01
Generic outreach goes extinct
With AI signal tools, there is no excuse. Every message will be personal or it will not exist.
02
Soft skills become survival skills
The reps who coasted on sequences will not survive. Empathy, listening, curiosity. That is the new quota.
03
Face to face comes back hard
The digital noise gets so loud that human presence becomes the differentiator.
The 360 Marketing Show · Katie Penner