Evelyn Cools is a fractional marketing and growth advisor who helps early-stage B2B founders take marketing from zero to one. In this conversation, she breaks down exactly what that means in practice. She talks about what founders get wrong when hiring their first marketer, and why having the right foundations in place matters more than jumping straight into campaigns and also why paid ads are rarely the right first move, and why the line between B2B and B2C marketing is blurrier than most people think.

Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.

In this episode, Lance Spence shares his unconventional path into product marketing and explores how his background in journalism and live television shaped the way he simplifies complex ideas, why product marketing often feels like producing a daily show, and how working closely with sales, creatives, and product teams is key to making things actually land. Lance also reflects on the importance of building trust inside organizations, the challenge of cutting through noise in B2B marketing, and how AI is changing the way teams work.

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Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.

In this episode, Fábio Ferreira shares insights on building a marketing and design agency rooted in empathy, collaboration, and strategy. From his journey across Portugal, Spain, and Canada to co-founding Go Banana!, he reflects on how human connection, clear communication, and adaptability shape both creative work and business growth.

He also explores the intersection of marketing and design, and the importance of aligning user experience with business goals, highlighting why great work comes not from isolated efforts, but from teams working closely together toward a shared outcome.

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Creative Tangent: Where marketers put strategy in motion.

Powered by The Booth — animation for marketers who lead with strategy.