Special Guest!! Unboring Everything! Money20/20's VP Marketing Kathryn Frankson | Ep. 459
Do This, NOT That: Marketing Tips with Jay Schwedelson
GURU Media Hub
4.9 • 1K Ratings
🗓️ 5 December 2025
⏱️ 18 minutes
🧾️ Download transcript
Summary
Think your B2B world is doomed to be dry and boring? Kathryn Frankson sits down with Jay Schwedelson to prove the opposite, pulling stories from massive fintech stages, tiny city libraries, and even her own tea obsession to show how human your marketing could be. From last touch attribution myths to three year event strategies that actually leave room for creativity, this conversation is basically a permission slip to stop hiding behind spreadsheets and start telling real stories. If you have ever been told to just “stick to the numbers,” you are going to feel very seen.
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Connect with Kathryn on LinkedIn and explore Money20/20 to see how she brings human first storytelling into massive global fintech events.
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Best Moments:
(01:20) Kathryn shares how years as a quota carrying B2B sales rep shaped her obsession with human centered marketing and real storytelling.
(03:40) Why she loves so called boring B2B industries and hires people with zero events background to keep perspectives fresh and curious.
(07:30) The New Berlin library trust fall video, a renamed Minnesota town, and a car dealership spoof show how wildly creative “unsexy” sectors can be.
(10:05) Kathryn breaks down how Money20/20 uses three year strategy, data, and clear guardrails so creativity and storytelling are baked into the plan, not random one offs.
(12:05) A takedown of last touch attribution and the gap between how humans actually discover brands and how most marketing teams try to measure it.
(15:05) Kathryn sells Jay on switching from coffee to tea with a mini masterclass on polyphenols, calmer energy, and her “I like my marketing hot, but my tea hotter” tagline.
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Partner with Jay: https://www.jayschwedelson.com/contact
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Pre-order Jay Schwedelson's new book, Stupider People Have Done It (out June 9, 2026).
All net proceeds are donated to The V Foundation for Cancer Research, let's kick cancer's butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206
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Subscribe to Jay's newsletter for weekly marketing tips and tactics: https://www.jayschwedelson.com/newsletter
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Register for Eventastic (FREE + VIRTUAL!) https://www.eventastic.com
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Register for GuruConference (FREE + VIRTUAL!) https://www.guruconference.com
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Connect with Jay on LinkedIn: https://www.linkedin.com/in/schwedelson/
Check out Jay's YouTube channel: https://www.youtube.com/@schwedelson
Check out Jay's Instagram: https://www.instagram.com/jayschwedelson/
Ask Jay anything: https://www.jayschwedelson.com/ask
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Transcript
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| 0:00.0 | Welcome to Do This Not That, the podcast from marketers. We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode. We also keep it short, like this intro. Let's check it out. |
| 0:15.7 | We are back for Do This Not That podcast, And I have an incredible guest here today. |
| 0:21.9 | Seriously, incredible. |
| 0:22.9 | Catherine Frankson is here. |
| 0:24.8 | Now, who's that? |
| 0:25.7 | She is the vice president of marketing for Money 2020. |
| 0:28.6 | Now, what is Money 2020? |
| 0:30.5 | It's like it. |
| 0:31.8 | It's where the global FinTech ecosystem gets together. |
| 0:35.5 | This event is massive. |
| 0:37.0 | It's not just one event. It's these events all |
| 0:39.0 | year long, all this content, all this media. But Monday 2020, the actual event in the U.S. |
| 0:43.5 | has over 11,000 attendees from people from 80 countries, 350 speakers, but Catherine's a big |
| 0:48.9 | deal. Okay. She's been in this event world, in the B2B world forever, and she's like a good human being who gets it. And I'm fired up. We're going to be talking about B2B storytelling. Catherine, welcome to the show. Great. Jay. Awesome to be here. Thanks for the killer intro. I'm super stoked that you're here. we're going to break into all things because a lot of people out there that are listening, they think they have a boring B2B job, |
| 1:13.2 | but we're going to flip the script and tell them, well, no, you can make it amazing. But before we do that, how did you become amazing? What is your deal? How did you become Catherine? I love it. I also love that anything where we realize that we don't have to subscribe to just these boring tropes |
| 1:28.7 | that our minds suck us into. So I, well, it's interesting that we're talking about |
| 1:33.3 | storytelling and creativity because I think the thing that's most pertinent to this conversation |
| 1:38.0 | is that professionally, I got my start in sales. So I was true blue sales. |
| 1:44.4 | Now we would probably have the terms like VR, SDR, up to enterprise, but sales, sales, sales. |
| 1:50.8 | And I did that for a number of years and I became really sort of interested in marketing by proxy of that. |
| 1:58.8 | I found that I was like having to talk a lot about how they were |
| 2:02.3 | tracking and the why and ideation at the time. I was also planning my wedding. So you're looking |
... |
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