Kathleen Booth

As a CMO, founder, and brand evangelist, I’ve built my career at the intersection of storytelling, community, and go-to-market strategy—driving growth for B2B tech companies in cybersecurity, e-commerce, adtech, and SaaS. Whether leading marketing, sales, or customer success, I bring a whole-business mindset and a modern, AI-informed approach to growth that’s as human as it is data-driven.

Today, I lead marketing at Sequel.io, the webinar solution for data-driven marketers. Sequel lets marketers host webinars and virtual experiences directly on their own domain, giving them full control of their brand and customer experience — and complete ownership of their data. That’s more than a technical detail. It’s a paradigm shift. Because when marketers own their event data — every question answered, poll response submitted, moment of engagement captured — they can orchestrate richer, more contextual journeys. That means stronger pipelines, shorter sales cycles, and better retention. In other words, better unit economics.

I’m known for building high-performing teams, fostering thriving communities (like Pavilion’s 10,000+ GTM leaders and IMPACT’s 5,000+ marketers), and launching content engines that turn brands into media powerhouses. My leadership style? Radical candor, relentless curiosity, and servant leadership—paired with a healthy dose of competitive fire. I don't just want to win; I want my team to win with me.

Recognition includes LinkedIn's inaugural Marketing Influencer cohort, USA Today's "6 Global Marketing Advisors Who Are Rising Stars," and GTM Partners' "Go-to-Market Guru" award. I've hosted top-performing podcasts, led multiple rebrands, and scaled companies to acquisition or high-growth exits—all while working remotely since 2015 and building fun, productive remote cultures.

Let’s connect if you believe great marketing is part art, part science—and always rooted in community.

Senior Vice President, Marketing & Growth

Following a year in which I served the Marketing and Member Success teams at Pavilion, I'm fortunate to now serve the Marketing and Growth teams, whose focus is on growing topline revenue. The departments within this team include marketing (brand, content, product marketing, demand gen, partnerships, events, and community) and sales (both B2B and B2C).

In 10 years, I’ve helped 5,000+ financial advisors ditch outdated marketing tactics and build digital strategies that actually drive growth.

Today, I work with advisory firms across the US and UK through speaking engagements, workshops, and strategy sessions—along with my role as Chief Evangelist at FMG, where I get to scale what works across the industry.

My approach? It starts with a mindset shift: stop chasing, start attracting. From there, we overhaul messaging, modernize your digital presence, and create content and campaigns tailored to your specific audience. That might mean refining your website for SEO and AEO (yes, AI optimization is a thing now), producing binge-worthy video content, or making your social presence actually, well... present.

Over 10,000 financial professionals have heard me speak at industry conferences, and I’ve been lucky to contribute to some of the most respected publications in wealth management. In 2020, I was named one of InvestmentNews' 40 Under 40 and listed on WealthManagement.com’s “10 to Watch.”

Before FMG, I was part of the founding team at Twenty Over Ten. Now, I get to spend every day helping advisors grow their firms, connect with the right clients, and feel really good about their marketing.

If you’re ready to move beyond referrals and cold outreach, let’s talk.

Samantha Russell

Before you use Claude or ChatGPT again… watch this 👀

Has this ever happened to you?

Helping financial advisors grow & enterprises scale through marketing strategies that actually work| Speaker | Consultant | Chief Evangelist @ FMG | Follow for daily marketing tips

🔴 So before you record your next video, do this:

Upload your "script" to ChatGPT or Anthropic's Claude and use this prompt:

"You are a top content retention strategist. Review this video script, whose purpose is ________. Tell me exactly where I will lose viewers. Identify the specific sentences or sections where retention will drop and explain why. Then rewrite those sections to maximize retention. Share your reasoning behind your changes."

80% of advisors lose viewers in the first 30 seconds of their videos.

And that is a HUGE problem, because retention is SO important.

The algorithms pay close attention to viewer retention rate. 
If people quickly stop watching your video after a few seconds (or even halfway through the video) - then your video stops being pushed. 

And if you are sharing it on a website or email and retention is bad? 
That means no one is sticking around to hear your message. 
Which is the whole point. 

--------
👉 FYI - For what it's worth, I've been loving Claude lately for most things, but for this exercise, ChatGPT produced superior results every. single. time!

*Image: I used this exact method before recording a recent video about FMG's  new testimonial product (which we launched after acquiring Testimonial iQ last month!).

ChatGPT found dead spots I missed and really cut the fluff - so the final version was faster and more engaging.

If you haven't checked out FMG Testimonials yet but want to see it in action, shoot me a message and I'll send the 2 minute video over!

And honestly?….


When you use this phrase in your post…..

it’s a dead giveaway AI wrote it.

85% of advisors say they're giving tax planning...... BUT

....Just 25% of wealthy clients believe they're getting it.

🤯 And Here's the crazy part: 

It's the #1 thing wealthy clients say they WANT help with. 
Yet most advisors talk about it very little or NOT AT ALL in their marketing. 

Retirement prep, Income Planning, saving for far-off-in-the-future goals - this is what I see advisors promoting. 

YET - what is the ONE pain point we all have to do with EVERY year? TAXES. 

🔴 This Thursday (tomorrow!) I'm teaming up with Holistiplan to show you exactly how to leverage the tax planning you do for clients into a year-round organic growth engine — with an automated, repeatable system. 

You'll walk away knowing: 
→ How to use tax reports to spark high-value client conversations 
→ Ready-to-use campaigns to engage clients before, during and after tax season 
→ A framework you can use with every client, every year

🎁 Everyone who registers gets the Tax Season Communication Toolkit from FMG— a complete campaign to jumpstart your system immediately.

👇 Drop "TAX" in the comments and I'll send you the registration link directly + an out-of-the-box email you can use to ask for tax return for max conversions. 

Or grab your spot here: https://lnkd.in/ejSY5qpx

Stats from John Bowen of CEG Worldwide LLC, 
found on Michael Kitces Nerds Eye View Blog (if you want the link to the blog post just let me know - great insights and data in this one!)

Your clients are seeing the headlines about the Middle East.
But the question is.... have they heard from you yet?

Because whether we like it or not:

♦️ Clients are seeing the news
♦️ Markets are reacting
♦️And uncertainty spreads fast

In moments like this, clients don’t expect you to predict the future.

But they DO expect to hear from/ get perspective from the person managing their money.

Our team at FMG created this ready-to-send email that advisors are using right now to get ahead of client concerns, reinforce the value of their guidance, and remind clients they have someone in their corner.  

It explains:

- What’s actually happening
- Why oil prices matter
- What it could mean for portfolios

🔴 Comment "EMAIL" if you want me to share the copy-and-paste email you can edit and/or use immediately with clients and prospects. 

This email is an example from our "Do It For Me" program - where advisors get timely, compliance-friendly content like this created for them automatically, plus a dedicated concierge who sends it on your behalf. 

But today, I got permission to share it with all of my LinkedIn followers too.

Excited to dig deep into this on stage at Future Proof  Citywide in a couple weeks!

Will you be there? Say Hi 👋  in the comments so I know to look for you!

AI is reshaping SEO as we know it.

A few big takeaways from a conversation with Samantha Russell, Chief Evangelist, FMG:

- Structure matters more than ever. Clear formatting and Q&A-style content win.
- Meta titles and descriptions? Way less relevant in an AI-first world.
- Backlinks still matter, but anchor text matters less than authority. Being quoted in The New York Times carries weight. The exact linked words? Not so much.
- Specificity is everything. The narrower and clearer your expertise, the more likely AI is to surface you.
- Traffic may drop, but conversions from LLMs are 4.4x higher. Fewer clicks. Higher intent.
- If you're one of the 3 firms AI lists, you have a real shot at winning the business.
- Consistency compounds.

AI search is rewriting visibility, and it's worth your time to make sure clients are finding you. Hear Samantha's perspectives live at Future Proof Citywide 2026, March 8-11 in Miami Beach, FL. Register now: https://lnkd.in/gcyuTv5F

LinkedIn Live: How to To Brand & Market Your Financial Advisory Firm so that it is unforgettable. 

If you are thinking your website needs an update, this 

Join Samantha Russell of FMG and Eric Lee, of Purple Wealth, to unpack what makes an advisor website great, how Purple Wealth nailed their storytelling and new brand, and what advisors can learn from this great example. 

We will be LIVE tomorrow, Weds March 4th at 1 PM Eastern right here on Linkedin and taking your questions LIVE!

🔴 mark "attend" and you'll be notified when we go live!

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The Battle

Kathleen Booth

Samantha Russell

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taplio

The Battle

Kathleen Booth

Samantha Russell

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Samantha Russell's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreSamantha Russell's LinkedIn Performance