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Jun 22, 2023

Today’s guest is an award-winning B2B SaaS Marketing Leader and an outspoken advocate for diversity, equity, and inclusion. Sarah Reynolds is the Chief Marketing Officer at HiBob. Sarah discussed the benefits of incorporating inclusivity into your marketing and how to frame it when talking with key internal stakeholders. They also share tips for using inclusive language in marketing and how small considerations can make a big impact. 



  • Inclusive marketing is an important part of widening your company’s audience. Use inclusive language and maximize accessibility to make your brand more appealing to diverse groups.

  • B2B buyers and decision-makers are becoming more diverse than ever before, so it’s imperative that your brand and messaging feel welcoming to everyone.

  • Intersectionality and inclusivity in marketing are a journey, not a destination, and should be reflected in company culture and product representation. Prioritize diversity, equity, inclusion, and belonging in both personal and professional settings.

  • Bringing your authentic self to work can free up mental space and help you perform better at your job, but prioritize emotional and physical safety when deciding whether to share who you truly are. Being a visible leader can greatly impact the experience of coworkers.

  • Standing out in a crowded marketplace requires creativity, diversity, and brand activation. HR tech companies should prioritize the employee experience and create a positive work environment.

  • Inclusive language and accessibility are important aspects of optimizing your content and website for SEO. Use language that is inclusive and accessible to widen your audience and make your brand more appealing to diverse groups.

  • Disconnecting during paid time off is important for your mental health and self-improvement. Set clear boundaries for team members and prioritize disconnecting to recharge and avoid burnout.


Quote of the Show:

  • “Inclusive Marketing is smart marketing” - Sarah Reynolds




Shout Outs:

  • Kill James Bond - Podcast

  • Alice Caldwell-Kelly - Co-Host of Kill James Bond

  • Abigail Thorn - Co-Host of Kill James Bond

  • Devon - Co-Host of Kill James Bond


Ways to Tune In:


The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at 


Performance Marketing is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at