Martha: B2B Marketing Lessons on Owning Your Narrative with CMO at CHEQ, Amy Holtzman

At 83 years old, Martha Stewart is still as relevant as ever, and she just released a new documentary to prove it. Martha takes us through the highs, lows, and reinventions of her iconic career.

In this episode, we’re diving into the world of Martha and the power of documentaries with our special guest, Amy Holtzman, Chief Marketing Officer at CHEQ. Together, we’re exploring what B2B marketers can learn from bringing documentary-style storytelling into their marketing and the legacy Martha Stewart built. We’re talking about how to build an authentic brand, own your unique style, and stay top of mind for decades.

Because let’s be real: who wouldn’t want their brand to have Martha Stewart-level resilience?

About our guest, Amy Holtzman

Amy Holtzman is Chief Marketing Officer at CHEQ. Amy brings 20 years of marketing experience to CHEQ, including tenure as CMO and head of marketing at Spring Health, AlphaSense, and Splash. She is also a founding member of Chief, a private network that connects and supports female leaders, and co-founder of NYC-based Women in Revenue Marketing.  

What B2B Companies Can Learn From Martha:

• Resilience builds a legacy.
Martha Stewart’s documentary doesn’t shy away from the tough moments, and that’s part of what makes her story so powerful. In business, as in life, setbacks are inevitable. Amy Holtzman puts it simply: “You gotta show up the next day… roll with the punches and figure out how you get through it.” Resilience and conviction aren’t just admirable traits,  they’re essential for building a brand that lasts for decades.
• Own your style.
Martha’s perfectionism is part of her brand. She’s unapologetically herself, and it’s helped her stand out for decades. Amy encourages marketers to take a page from that approach. She explains, “ Martha's an unapologetic perfectionist… Martha owns it, and it's what made her successful. And I think you have to not necessarily own Martha's style, but you have to own your own style.” In B2B marketing, embracing your quirks and leaning into what makes you different is more powerful than playing it safe.
• Build trust through authenticity.
Martha’s documentary reminds us that connection comes from honesty. Her brand works because it’s consistent and deeply personal. Amy says the same holds true in marketing, “As humans, we crave connection…I  think people shy away from it and B2B a lot of times because they're worried… I think that's what we want. And we can also kind of sniff bulls*** a mile away.” Don’t hide behind jargon or trends. The more human your brand feels, the more trust you’ll build.

Quotes

*“  You're gonna get knocked down…But you gotta show up the next day. You have to kind of do it all in stride. If you wanna make it right and make a name for yourself and for your business, you have to just like roll with the punches and figure out how you get through it.”

*“ You gotta own what makes you special and unique, right? Martha's an unapologetic perfectionist. She insists on things being her way. A lot of times like women can get negative feedback about that and Martha owns it, and it's what made her successful. And I think you have to not necessarily own Martha's style, but you have to own your own style. It's hard to change. You can adapt in certain situations, but you're not gonna change who you are. And I do think you've gotta own it. You gotta own your own unique style. And sometimes that's not what everybody loves, but it's also what makes you and also your brand special and unique.”

*“ I feel like as humans we crave connection and look for commonalities, right? And I think people shy away from it, and B2B a lot of times, because they're worried. What if somebody doesn't like that thing or doesn't have the same values that I have? We need to think about what thos