The new reality of B2B marketing leadership with Rebecca Cradick

Armis Vice President of Corporate Communications, Rebecca Cradick, joins the Radically Transparent podcast to explore what it means to lead in today’s complex B2B marketing environment, where lines between ownership are often blurred, expectations are high, and why gratitude just might be your most powerful tool.

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Episode summary

In this episode, Rebecca gets radically transparent about what it truly means to lead in B2B marketing today. From the often overlooked impact of expressing gratitude to the people on your team to the pressure of juggling multi-functional roles, Rebecca shares a raw and realistic look at modern B2B marketing leadership.

Throughout the show, she opens up about the struggle many leaders face: how to stand out and drive business impact when the entire landscape is evolving faster than we can keep up. With marketing functions overlapping, talent stretched thin, and leadership expectations growing, it’s no longer about having a job description; it’s about navigating (and mastering!) the gray.

Rebecca also makes a powerful case for human connection in business, reminding us that a simple “thank you” isn’t just nice; as a modern-day leader, it’s necessary for building culture, trust, and inspiring extraordinary performance.

Hot Topics

• Leadership in the gray – Modern B2B marketing leaders are no longer confined to one lane. Rebecca explains how today’s reality demands multitasking across strategy, storytelling, operations, and morale, often with fewer resources and zero extra headcount.
• The mindshare crisis – In a world with 10-second attention spans, Rebecca asks the big question: How do you capture attention, build trust, and differentiate your brand while doing five jobs at once?
• Gratitude as a leadership strategy – Forget ROI (only for a moment!) Rebecca champions the power of saying “thank you” and why this underrated habit could be your secret weapon for team resilience and long-term success.

Meet Rebecca

Currently serving as Armis Vice President of Corporate Communications, Rebecca Cradick is a seasoned global communications leader, award-winning corporate storyteller, and host of the Armis Bad Actors Podcast. With 25+ years of experience, she has a proven track record in shaping and executing high-impact communications strategies that drive brand awareness, executive visibility, and stakeholder engagement.

Her career spans leadership roles at NYSE and NASDAQ-listed companies, VC-backed scale-ups, PE-owned firms, and privately held organisations in cybersecurity, technology, telecommunications, consumer industries, and the public sector. She has driven media and analyst influence, corporate profiling and change management communications, helping organisations scale their reputation and market presence.

Rebecca has also held key communications roles at Forescout, Cloudera, and Canonical, shaping their global PR and analyst relations strategies, and was recognized with the 2022 Cyber Security Global Excellence Gold Award for “Communications Initiative of the Year.”

Her passion lies in crafting compelling narratives that elevate corporate reputations, position executives as thought leaders, and drive meaningful industry conversations, and is focused on supporting the next generation of communication leaders, especially women in STEM.