Is complexity in your messaging keeping your business from scaling? Does it feel like your messages are getting lost? In this episode of North Star Leaders Podcast, Lindsay sits down with Heidi Bullock, CMO of Tealium, to explore the human psychology behind great marketing—and why simplification might just be the most underrated power move in business. From her beginnings in molecular biology to leading marketing at a top customer data platform, Heidi shares what it takes to translate complexity into clarity, both externally with customers and internally with cross-functional teams.

You’ll hear us discuss:

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  Why great marketing starts with human behavior – Heidi explains why the best marketers, regardless of industry, understand psychology and behavioral patterns. It’s not about B2B or B2C—it’s P2P: person to person.


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  How to simplify complexity without dumbing it down – Especially in tech and data-driven industries, complexity is unavoidable. But Heidi shares how the most successful teams learn to distill and translate that complexity into clear, compelling language that connects.


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  Why B2B marketing often falls flat – Heidi points out that B2B often forgets the human on the other side of the message. She shares how to bring emotion, storytelling, and relevance into spaces that are traditionally more rational and feature-heavy.


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  The importance of internal marketing as a CMO – Heidi talks about the often-overlooked responsibility of “marketing marketing” within the organization—building trust with sales, product, and the executive team so marketing is seen as a driver of business, not just a support function.


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  Using GenAI to move faster and smarter – From sparking fresh campaign ideas to pressure-testing positioning, Heidi shares how her team uses generative AI tools to stay sharp, experiment more, and create value faster.


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  Turning customer voice into an internal north star – Heidi describes how regularly sharing real customer stories helps align cross-functional teams, build empathy, and keep everyone focused on what really matters.


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  The golden question for every marketer and leader – Heidi leaves us with a powerful lens for evaluating any initiative: “Would you engage with this? If not, don’t ship it.”

Resources:

Heidi Bullock on the Tealium Website | LinkedIn

Lindsay Pedersen - Contact me to tell me who you'd like to hear as a guest! | Connect with me on LinkedIn