Katlin Hess is the Director of Customer Marketing at G2, where she leads programs that transform customer voice into a competitive advantage across the entire lifecycle. With more than a decade of experience in B2B SaaS, she has built and scaled customer marketing strategies that drive adoption, strengthen retention and expansion, and empower customers to become advocates. At G2, Katlin oversees initiatives ranging from executive advisory boards and review generation to onboarding journeys and customer storytelling. She is passionate about uncovering what customers truly value and aligning that with business outcomes to deliver measurable impact. Before joining G2, Katlin held senior marketing leadership roles at Phenom and TargetX, where she designed post-sale campaigns, loyalty programs, and large-scale customer events. She began her career in higher education admissions before transitioning into tech marketing, bringing with her a strong foundation in relationship building and customer engagement.