Rachael Woods on The Science of Marketing Infrastructure - B2B - Back on T-R-A-C-K

Topics in this episode

B2B Digital marketing kerry guard tea time with tech marketing leaders mkg marketing

Episode notes

In this episode of Back on T-R-A-C-K, host Kerry Guard sits down with Rachael Woods, founder of Woods MarCom, to explore how a background in science shapes a structured, data-driven approach to marketing strategy. Drawing from her transition from chemistry to corporate marketing and agency ownership, Rachael shares practical ways to build reliable marketing infrastructure, measure true acquisition costs, and avoid common operational traps. What We Dive Into: The Scientific Approach to Marketing: How Rachel’s background in chemistry and pre-med informs her methodology for testing, analyzing, and optimizing marketing systems. The Agency Owner’s Balancing Act: Overcoming the "triple product" struggle - balancing client deliverables, back-office operations, and marketing your own business. Audience Intelligence Beyond Demographics: Moving past basic age and gender data by using tools like SparkToro to uncover qualitative insights, media habits, and strategic partnership opportunities. Campaign Patience & Learning Phases: Why constantly turning marketing channels on and off harms results, and how long platforms like Google Ads actually need to optimize.