Published on:

28th Feb 2024

Using Meaning in Your Marketing with Pete Steege

There is power in meaning, especially in your marketing, and it may be the ticket to achieving the growth that you are seeking.


Pete Steege is the CEO of B2B Clarity. With over 30 years of marketing experience with a wide range of B2B technology and manufacturing businesses, Pete helps companies manage and scale their businesses by using meaning in their marketing to scale their businesses.


In the early days of his career, Pete realized that marketing focused on sharing intellectual information while entirely missing the why behind the message. Marketing is supposed to be about relationships, and relationships are built on meaning. Companies grow when clients can clearly see why you can help them reach their goals.


Pete shares the factors that create meaning behind these relationships, including authenticity. Tell the truth about why you are here in a transparent and authentic way. Focus on the work that you care about rather than trying to meet the needs of a too-broad spectrum of clients.


The trust that you grow with your key clients is the most powerful element to your success. When you lean into, and then highlight, what you care about most, the growth will occur naturally.


Interview Links:

Pete Steege



Growth Navigator Coaching

Scaling Up Summits (Select Bill Gallagher as your coach during registration for a discount.)

Bill on YouTube

Recruiter.com Short List (use code scaleup)


Scaling Up is the best-selling book by Verne Harnish and our team for Scaling Up Coaches (formerly Gazelles). We share how the fastest-growing companies succeed where so many others fail.


Bill Gallagher, Scaling Coach and host of the show, is an international business coach who works with C-Suite leaders to achieve breakthrough growth.


We help leadership teams with the biggest decisions around People, Strategy, Execution, and Cash so that they can Scale Up successfully and beat the odds of business growth. Scaling Up is based on Verne’s original best-selling business book, Mastering the Rockefeller Habits.


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About the Podcast

Scaling Up Business Podcast
Scaling Up Business is all about how a few companies make it...and why the rest don’t. Our podcast shows are drawn from the lessons of our coaching clients, coaching partners, and the leading authors that contribute to our Conferences and the Scaling Up best selling book by Verne Harnish, and the Team at Gazelles.

We’ll share practical tools and techniques for building an industry-dominating business. These approaches have been honed over three decades of advising tens of thousands of CEOs and executives and helping them navigate the increasing complexities that come with scaling up a venture.

We want to turn what can feel like an anchor, into the wind at your back — helping you create a business where the team is engaged; the customers are doing your marketing; and everyone is making money.

Each episode of the Scaling Up Business show focuses on one of the four major decision areas every company must get right: People, Strategy, Execution, and Cash. We'll share the tools and methods that have been used by more than 40,000 firms around the globe to scale their companies successfully -- many to $1 billion and beyond.

Running a business is ultimately about freedom. The Scaling Up Business show tells leaders how to get their organizations moving in sync, to create something significant, and still enjoy the ride.

About your host

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William Gallagher