Disrupting the Marketing Industry. In today’s episode Judith Germain speaks to Lori Turner-Wilson on B2B marketing strategies and her new book. They discuss their views on the current state of dance and marketing, noting a perceived lack of individuality and an overreliance on cookie-cutter approaches. They agree that companies need to be more divergent and maverick in their marketing strategies.
You can listen to Episode 469 on any of the popular podcast platforms or apps (including Spotify, and Audible). If you prefer to listen to your browser you can do that below. Enjoy!
Key Takeaways
- Lori advocates for data-driven, outcomes-focused B2B marketing with guaranteed ROI
- Market research is key to predictable marketing results, now affordable for mid-market companies
- Lori’s “12 Battles Framework” helps companies shift mindsets to achieve marketing predictability
- Differentiating your brand in a crowded market requires ongoing competitive analysis and agility
Topics
Lori’s Background and Red Rover Agency
- Founded Red Rover Sales & Marketing Strategy in 2006 after leading enterprise marketing teams
- Frustrated by agencies unwilling to be held accountable to metrics like incremental gross profit
- Red Rover offers B2B marketing with guaranteed ROI, aiming to disrupt and elevate the industry
- Agency has worked with 300+ companies over 19 years, delivering 4:1 ROI on average
Importance of Market Research
- Key to eliminating uncertainty and achieving predictable marketing outcomes
- Combines qualitative and quantitative protocols to understand customer behaviour deeply
- Now affordable for small/mid-market companies due to technological advancements
- Includes stakeholder interviews, competitive surveillance, customer surveys, transaction analysis
The B2B Marketing Revolution Book
- Outlines Lori’s “12 Battles Framework” for guaranteed marketing outcomes
- Covers market research, strategy development, team accountability, and performance inspiration
- Aims to help middle-market companies compete effectively with larger competitors
Brand Differentiation Strategy
- “Brandscape” concept: Mapping competitive landscape to find unique market position
- Requires ongoing analysis of customer priorities and competitor positioning
- Companies must be nimble, ready to shift positioning as market evolves
- Nothing should be “sacred” – willingness to change is crucial for predictable growth
Marketing During Uncertainty
- Pandemic example: Companies that invested in marketing during downturn saw outsized growth
- Importance of having contingency plans for various scenarios (e.g. losing clients, new competitors)
- Balanced investment across all stages of customer journey (awareness, consideration, purchase)
In this conversation Lori emphasises the critical role of market research in eliminating uncertainty and enabling predictable marketing outcomes, even in turbulent market conditions. She stresses the need for companies to be nimble and adaptable in their marketing strategies.
Lori Turner-Wilson isn’t just the CEO and Founder of RedRover – she’s a marketing trailblazer disrupting her industry.
Lori Turner-Wilson can be found on LinkedIn here. Her website is here.
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