Oh Frac! Ep13: Natalia Arcila Barbour - Most Founders Ignore Events. Here’s Why That’s a Mistake

Описание: From law school in Madrid to Hong Kong, EY’s global brand team, and B2C growth at Booking.com, Natalia Arcila Barbour has built a career at the crossroads of strategy and scale. Now a fractional CMO, founder of NXERA Consulting, partner at The Agentix Co., and creator of the Marketing Breakfast Club, she joins Adir Ron on Oh Frac! to unpack how events, community, and crisp GTM foundations translate into measurable growth. We dig into APAC localization, turning cold outreach into retained clients, when offline events beat digital, a real pricing “frac-up,” and why the future of work is modular, flexible, and very fractional. If you’re a founder, investor, or aspiring fractional leader, this one’s stacked with immediately usable plays.

Key takeaways:
Offline events = brand equity; digital events = trackable demand. Use both with different success metrics.
APAC isn’t “one market”: localize beyond language - UI, culture, colors, and buying context.
Cold outreach still works - anchor on authentic convergence points (industry, past companies, awards).
Speaking is better than attending: panels and moderation build authority and warm pipelines fast.
Community is a scalable moat; city-by-city beats “one big global group.”
Events only pay off with rigorous follow-up workflows (ownership, SLAs, nurture paths).
Fractional ≠ freelance ≠ interim: match the label to the buyer’s vocabulary.
Price with a baseline hourly + retainer bands; predefine “discount ladders” to avoid gotchas.
Founders: balance immediate revenue campaigns with brand/upper-funnel foundations.
Future of fractional: hyper-personalized, plug-and-play teams for specific outcomes.

Chapters:
00:00—Cold open & welcome
02:00—APAC surprises: region vs. real localization
06:00—From law to marketing: finding “what not to do”
10:30—EY & consulting: global-to-local brand plays
14:30—Booking.com: performance mindset meets brand
19:00—Going fractional: first client via cold outreach
24:00—Events strategy: attend, speak, or host?
29:30—Marketing Breakfast Club: community, then scale
35:00—Pricing “frac-up” & what changed
40:00—Quickfire: GTM ownership, tools, dream clients & advice

Natalia's LinkedIn:
  / natalia-arcila  

Adir’s LinkedIn:
  / adir-ron  

Keywords
fractional CMO, fractional leadership, B2B marketing, GTM strategy, demand generation, brand strategy, APAC localization, community-led growth, events marketing, pricing strategy, startups, scale-ups, SaaS growth, Marketing Breakfast Club, Nexera Consulting, The Agentix Co.