Why Scale Loses to Precision in B2B

In this episode, Katherine Turnoff talks with Dipti Kachru, CMO, Broadridge Financial Solutions, about the shift from marketing to millions in B2C to marketing to hundreds or thousands in highly targeted B2B, which requires finding senior operations and technology leaders in the right context for complex, high-consideration purchases.

Guest Quote:

“And what's interesting about the world of B2B is you're no longer selling to one person. You're actually selling to buying groups. And so we've got to think about the personas in the buying group in terms of are they actual decision makers? Are they users? Are they influencers? And what role are they actually playing in that sales process that we often are helping support, enable, or make faster.”

Episode Breakdown:

[01:34] Alchemy Unveiled
From scale to precision: Dipti shares how moving from millions of consumers to hundreds of B2B buyers reshapes targeting, messaging, and channel strategy — and why context and timing matter more than reach.

[18:03] From Nuggets to Campaign Gold
Look past the dashboard: Dipti explains why vanity metrics can hide the real story, how psychographic insight changes campaigns, and what happens when marketers follow engagement signals instead of impressions.

[23:27] Gold Rush Round
What data can’t replace: Dipti reflects on the limits of impressions and CTRs, the role of empathy in marketing, and why understanding the business is the modern marketer’s real edge.

Links & Resources:

Connect with Katherine: https://www.linkedin.com/in/kathrynturnoff/
Connect with Dipti: https://www.linkedin.com/in/kachru/
Learn more about Broadband Financial Solutions: https://www.linkedin.com/company/broadridge-financial-solutions/

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