The Front Lines
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Kaitlyn Chiu.
Head of Marketing · Partful

Kaitlyn is a seasoned marketing professional with 10 years of experience, primarily in SaaS, with a strong focus on demand generation. She currently leads marketing at Partful, where she is helping OEMs bring their parts and repair information to life through innovative digital tools.

Prior to Partful, Kaitlyn held key marketing roles at BrightHR and Wejo, working across the full funnel—from net new acquisition to customer retention and upsell. Her expertise lies in building demand generation engines, closely collaborating with sales, product, and customer experience teams, and growing marketing teams that are passionate about their work.

Kaitlyn is highly strategic but also hands-on, with a deep understanding of campaign planning, messaging refinement, and marketing operations—often diving into the details in platforms like HubSpot.

Guest
Kaitlyn Chiu
Head of Marketing
Company:
Partful
Location:
Manchester Area, United Kingdom
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In this episode of The Marketing Front Lines, we speak with Kaitlyn Chiu, Head of Marketing at Partful. Partful creates digital parts catalog and work instruction software for OEMs—a highly specialized B2B SaaS product in a niche manufacturing space. Coming from a fashion marketing background, Kaitlyn brings an unconventional perspective to technical B2B marketing, emphasizing the emotional dimension that's often overlooked when targeting enterprise decision-makers. Eight months into her role, she's transformed Partful's marketing from brand-focused PR into a balanced demand generation engine, leveraging behavioral email marketing, trade publication targeting, and AI-powered personalization to build pipeline in a category disruption play.

Topics Discussed:

Six takeaways from this conversation.

Actionable for Industrial Tech marketers

  1. Don't Abandon Emotional Marketing in B2B
    While ROI and commercial value matter, B2B buyers are humans with KPIs, stress levels, and sleep patterns affected by their purchase decisions. Fashion marketing's emphasis on emotional connection and brand meaning translates directly to B2B—decision-makers consume the same high-quality content outside of work and expect that caliber during work hours. Messaging should address both the rational business case and the emotional relief of problem resolution.
  2. Behavioral Email Marketing Delivers More Signal Than Brand Channels
    Email marketing isn't archaic—it's data-rich. Unlike paid media, email provides granular behavioral signals: which pages someone visited, how long they engaged with interactive demos, how many steps they completed, and whether sales has made contact. Use this behavioral data to trigger hyper-targeted campaigns based on actual intent signals rather than demographic attributes. Being "brave with words"—borrowing B2C's FOMO tactics and harder-hitting copy—can break through B2B's typically conservative messaging.
  3. Reorient PR Toward Trade Publications Where Your ICP Actually Reads
    Generic tech press and regional business magazines build brand awareness but rarely drive pipeline. Shift PR efforts toward the specific trade publications your ICP consumes daily. For Partful, this meant deprioritizing Northern UK tech magazines in favor of manufacturing and OEM industry publications. This surgical approach to media relations delivers both brand credibility and demand generation simultaneously.
  4. Scale Personalization with AI Prospecting Agents, But Mind the Tonality
    HubSpot's Prospecting Agent functionality (and similar CRM tools) enables sending 700+ hyper-personalized emails daily by automating research and customization. The key is calibrating tonality to show genuine care rather than "Big Brother" surveillance—reference what the prospect's business does in ways that demonstrate research, not creepiness. This approach removes manual work while maintaining the personalized touch that drives response rates.
  5. Balance Quick Wins with Long-Term Platform Experimentation
    When entering a role, identify underutilized owned channels that can deliver immediate results—like email marketing on an existing HubSpot instance. This creates "free" marketing capacity while you experiment with emerging platforms. Test AI operational tools (segment building, workflow automation) even if manual execution is currently faster; the learning compounds as the tools improve.
  6. Stay Curious About Adjacent Consumer Marketing Tactics
    B2B marketers should actively study B2C newsletters and campaigns, particularly in email marketing where consumer brands push creative boundaries. Chase Dimond's newsletter exemplifies B2C email innovation that can be adapted to B2B contexts. The discipline of translating consumer tactics into specialized B2B applications keeps marketing fresh and prevents the creative stagnation common in technical verticals.

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