Tech Marketer's Pivot from B2B SaaS to Vacation Rentals Pays Off
by Caitlin Cassady
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What you'll discover
when watching Caitlin's story
- Effective marketing requires a balance between content creation (30%) and distribution (70%) to maximize impact.
- Meeting customers where they are involves tailoring content and tone to different channels and audience segments.
- Marketing metrics should ultimately tie back to driving business growth and revenue, not just individual team KPIs.
- A successful go-to-market strategy starts with clearly defining the intended purpose and desired customer action.
- Leadership in marketing involves understanding each team member's unique skills and helping them map out career growth.
- Generative AI can accelerate content creation, but human oversight is still needed for brand voice and strategic thinking.
- Early-career marketers should gain broad exposure to different areas before specializing, as marketing careers are often non-linear.
Meet Caitlin Cassady - VP of Marketing @ Beyond
Caitlin Cassady is the Vice President of Marketing at Beyond, the leading revenue management provider for the short-term rental space.
Caitlin’s marketing journey began with a love of writing, starting as a journalist before pivoting to tech PR during the 2008 crash. She fell in love with tech communications and progressively advanced her career.
Prior to Beyond, Caitlin spent a decade in marketing technology, including a role at a company acquired by BCG.
At Beyond, Caitlin leads marketing efforts targeting both individual hosts and enterprise vacation rental companies. Her approach emphasizes storytelling across the entire marketing stack.
Caitlin is passionate about travel and sees Beyond as the perfect blend of her professional background in revenue management SaaS and personal interests. She focuses on building awareness that drives demand through engaging content and strategic distribution.
Check out Caitlin Cassady's thoughts on content distribution
When asked how marketers should approach content creation and distribution, Caitlin shares:
"When planning your time—whether it's daily, weekly, or quarterly—focus the majority of your efforts on distribution or actively executing your distribution strategy."
She also shares how she approaches leadership in a marketing organization:
"I believe in stepping back to understand the goals and career aspirations of team members. What are they striving to achieve?"
And some advice for future marketers:
"If you're early in your career, volunteer to assist with everything, even if it seems uninteresting. Offer your help to the team in every way possible."
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