In this episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Chanelle Yarber, a marketing strategist, agency owner, and in-house marketer at First United Bank who has spent over two decades doing something most people only claim to do — actually connecting with the customer.

Chanelle’s path into marketing didn’t start with a job posting. It started with journalism, speech and debate, video production, and a curiosity about what makes people tick that has never left her. From managing social media back in the MySpace-and-HTML days to building go-to-market strategies for clients across industries, her career is a masterclass in what happens when storytelling meets strategy — and when someone refuses to let tactics drive the bus.

Jaci, Michael, and Chanelle dig into what it really means to zoom out before you execute — and why so many marketers never do. Chanelle shares how she pushes back on clients who walk in asking for a Facebook ad or an email campaign before anyone has asked what outcome they’re actually after. She talks about the damage done when tactics lead and strategy follows, and why clients who’ve been burned before bring a level of mistrust into every new agency relationship that has to be earned back carefully and honestly.

There’s also a sharp conversation about the rebound agency effect — the idea that every new client is leaving something behind, and that trust has to be built before any creative work can land the way it should. They get into how to stack an internal and external team based on actual strengths, how to know when to keep work in-house versus when to bring in a partner, and why the institutional knowledge that comes from years of skinned knees in this industry is something no AI prompt can replicate.

The conversation also touches on what it’s like to navigate constant change as an elder millennial marketer — from analog to digital, SEO to AI, and every shift in between — and why the fundamentals of good marketing have never actually changed, even when everything around them has.

Chanelle Yarber is a marketing strategist and agency owner with over 20 years of experience across video production, social media, digital marketing, and brand strategy. She specializes in helping businesses build campaigns and go-to-market strategies rooted in a deep understanding of their customer. Connect with Chanelle on LinkedIn.

Libby shares how her team built a unified customer data approach across the organization, using insights from multiple departments to create stronger segmentation, improve conversions, and lower acquisition costs. She also talks about the challenges of leading that kind of transformation, from internal change management to developing new skills along the way.

From smarter targeting to stronger collaboration between marketing and producers, Libby explains how data can help brands make more informed decisions, build better customer journeys, and create marketing that is both strategic and personal.

• Data becomes most valuable when it is unified across departments and used to guide real marketing decisions
• More targeted segmentation can improve conversions while lowering cost per acquisition
• Stronger collaboration between marketing and sales teams leads to better qualified leads and better outcomes
• Change management is a critical part of any data initiative, especially in large organizations
• The best marketing still balances analytics and automation with genuine human connection

Listen wherever you get your podcasts or at razorbranding.org

Cathy shares how her analytical background shapes her approach to marketing today. Instead of treating marketing as purely creative, she sees it as a balance of art and science, with data, strategy, and customer insights driving measurable results.

From aligning marketing with sales to diversifying outreach beyond platforms like LinkedIn, Cathy explains how modern marketers can build strategies that actually move the needle.

• Marketing works best when creativity is supported by data and analysis
• Strong alignment between marketing and sales drives better results
• Personalization and account-based strategies help B2B brands reach the right people
• Relying on one channel or tactic is risky in today’s fragmented media landscape
• Understanding how customers consume information is essential to building an effective marketing strategy

Listen wherever you get your podcasts or at razorbranding.org