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From Informed Decisions: Conversations and Q&A
with Randall Craig and
Ronja Francoeur
- Register to join our upcoming live Q&A sessions.
- Back to other videos.
- Explore this topic in a real conversation. We'd love to meet you: book a call.
Marketing and Competitive Advantage
Marketing and Competitive Advantage
About this episode:
About this episode:
Marketing takes time, costs money, and it doesn’t exist in a vacuum – your competition is also doing it. The marketplace is confused; where should buyers place their time, attention, and money?
Marketing takes time, costs money, and it doesn’t exist in a vacuum – your competition is also doing it. The marketplace is confused; where should buyers place their time, attention, and money?
So how can you get it right? In this episode, Randall Craig shares new marketing approaches that CAN build competitive differentiation for your organization.
So how can you get it right? In this episode, Randall Craig shares new marketing approaches that CAN build competitive differentiation for your organization.
Part 1
Part 2
Part 3
Topics Discussed (with timestamps)
Topics Discussed (with timestamps)
• Where do you think leaders need to rethink their approach to marketing? (00:45)
• Where do you think leaders need to rethink their approach to marketing? (00:45)
• Where does influencer marketing fit into your Trust Curve™ and marketing strategy? (03:40)
• Where does influencer marketing fit into your Trust Curve™ and marketing strategy? (03:40)
• Referral networks and kickbacks: Does the kickback erode trust with clients? (09:15)
• Referral networks and kickbacks: Does the kickback erode trust with clients? (09:15)
• Successful companies with bad digital assets vs floundering companies with pristine digital assets: Help untangle the organizational profitability vs appealing website and social media disparities (14:17)
• Successful companies with bad digital assets vs floundering companies with pristine digital assets: Help untangle the organizational profitability vs appealing website and social media disparities (14:17)
• How can organizations incentivize their employees to develop thought leadership and IP? (18:00)
• How can organizations incentivize their employees to develop thought leadership and IP? (18:00)
• How do you measure the ROI of your marketing efforts? (20:21)
• How do you measure the ROI of your marketing efforts? (20:21)
• How should we measure the ROI of our marketing efforts? (20:21)
• How should we measure the ROI of our marketing efforts? (20:21)
• Marketing KPIs and the long sales cycle: How can we assess the effectiveness of our marketing when sales cycles are long? (23:17)
• Marketing KPIs and the long sales cycle: How can we assess the effectiveness of our marketing when sales cycles are long? (23:17)
• Randall in the hot seat: You are a savvy businessman, yet your company does not offer the services that you recommend to your clients. Thus, you are not able to upsell or cross-sell services to your clients. Is this a strategic blind spot on your part? (00:11)
• Randall in the hot seat: You are a savvy businessman, yet your company does not offer the services that you recommend to your clients. Thus, you are not able to upsell or cross-sell services to your clients. Is this a strategic blind spot on your part? (00:11)
• Inbound marketing content strategies for leaders who don't like to write or be on camera (03:32)
• Inbound marketing content strategies for leaders who don't like to write or be on camera (03:32)
• Play to your interests vs stretch yourself: Recommendations for leaders who do not want to create content (06:28)
• Play to your interests vs stretch yourself: Recommendations for leaders who do not want to create content (06:28)
• Outsourcing content creation: What due diligence needs to happen to ensure quality? (09:91)
• Outsourcing content creation: What due diligence needs to happen to ensure quality? (09:91)
• Brand Loyalty and Brand Preference: Is there a science to hooking clients on preference, or is it unpredictable? (15:57)
• Brand Loyalty and Brand Preference: Is there a science to hooking clients on preference, or is it unpredictable? (15:57)
• Marketing Experimentation and Business Strategy: Does too much experimentation show a lack of strategy? (21:16)
• Marketing Experimentation and Business Strategy: Does too much experimentation show a lack of strategy? (21:16)
• Evergreen convent vs. up-to-the-minute commentary: Using opinion and conflict to generate attention (24:36)
• Evergreen convent vs. up-to-the-minute commentary: Using opinion and conflict to generate attention (24:36)
• Where would you start with a client who is rethinking their marketing strategy? (00:09)
• Where would you start with a client who is rethinking their marketing strategy? (00:09)
• How can our marketing content compete with the generative-AI "junkification" of the internet? (04:04)
• How can our marketing content compete with the generative-AI "junkification" of the internet? (04:04)
• Leveraging IP and incorporating your organization's internal delivery process into your marketing (11:31)
• Leveraging IP and incorporating your organization's internal delivery process into your marketing (11:31)
• Strong on the Inside: How can we portray a positive corporate culture when it's internal challenges are the norm? (14:45)
• Strong on the Inside: How can we portray a positive corporate culture when it's internal challenges are the norm? (14:45)
• When your brand is 'innovation': How much innovation can any one company have? Is there endless innovation to be had? (18:57)
• When your brand is 'innovation': How much innovation can any one company have? Is there endless innovation to be had? (18:57)
• What take-home message do you have for leaders on marketing and competitive advantage? (23:10)
• What take-home message do you have for leaders on marketing and competitive advantage? (23:10)
Marketing and Competitive Advantage
Marketing and Competitive Advantage
About this episode:
About this episode:
Marketing takes time, costs money, and it doesn’t exist in a vacuum: your competition is ALSO doing it, and the marketplace is confused: where should they place their time, attention, and money?
Marketing takes time, costs money, and it doesn’t exist in a vacuum: your competition is ALSO doing it, and the marketplace is confused: where should they place their time, attention, and money?
So how can you “get it right”? In this episode, we are with Randall Craig, who is discussing a new marketing approach that CAN build competitive differentiation for your organization.
So how can you “get it right”? In this episode, we are with Randall Craig, who is discussing a new marketing approach that CAN build competitive differentiation for your organization.
Part 1
Topics Discussed (with timestamps)
Topics Discussed (with timestamps)
• Where do you think leaders need to rethink their approach to marketing? (00:45)
• Where do you think leaders need to rethink their approach to marketing? (00:45)
• Where does influencer marketing fit into your Trust Curve™ and marketing strategy? (03:40)
• Where does influencer marketing fit into your Trust Curve™ and marketing strategy? (03:40)
• Referral networks and kickbacks: Does the kickback erode trust with clients? (09:15)
• Referral networks and kickbacks: Does the kickback erode trust with clients? (09:15)
• Successful companies with bad digital assets vs floundering companies with pristine digital assets: Help untangle the organizational profitability vs appealing website and social media disparities (14:17)
• Successful companies with bad digital assets vs floundering companies with pristine digital assets: Help untangle the organizational profitability vs appealing website and social media disparities (14:17)
• How can organizations incentivize their employees to develop thought leadership and IP?(18:00)
• How can organizations incentivize their employees to develop thought leadership and IP?(18:00)
• How do you measure the ROI of your marketing efforts? (20:21)
• How do you measure the ROI of your marketing efforts? (20:21)
• How should we measure the ROI (return on investment) of our marketing efforts? (20:21)
• How should we measure the ROI (return on investment) of our marketing efforts? (20:21)
• Marketing KPIs and the long sales cycle: How can we assess the effectiveness of our marketing when sales cycles are long? (23:17)
• Marketing KPIs and the long sales cycle: How can we assess the effectiveness of our marketing when sales cycles are long? (23:17)
Part 2
Topics Discussed (with timestamps)
Topics Discussed (with timestamps)
• Randall in the hotseat: You are a savvy business man, yet your company does not offer the services that you recommend to your clients to use. Thus, you are not able to upsell or cross sell services to your clients. Is this a strategic blind spot? (00:11)
• Randall in the hotseat: You are a savvy business man, yet your company does not offer the services that you recommend to your clients to use. Thus, you are not able to upsell or cross sell services to your clients. Is this a strategic blind spot? (00:11)
• Inbound marketing content strategies for leaders who don't like to write or be on camera (03:32)
• Inbound marketing content strategies for leaders who don't like to write or be on camera (03:32)
• Play to your interests vs stretch yourself: Recommendations for leaders who do not want to create content (06:28)
• Play to your interests vs stretch yourself: Recommendations for leaders who do not want to create content (06:28)
• Outsourcing content creation: What due-diligence needs to happen to ensure quality?(09:91)
• Outsourcing content creation: What due-diligence needs to happen to ensure quality?(09:91)
• Brand Loyalty and Brand Preference: Is there a science to hooking clients on preference, or is it unpredictable? (15:57)
• Brand Loyalty and Brand Preference: Is there a science to hooking clients on preference, or is it unpredictable? (15:57)
• Marketing Experimentation and Business Strategy: Does too much experimentation show a lack of strategy? (21:16)
• Marketing Experimentation and Business Strategy: Does too much experimentation show a lack of strategy? (21:16)
• Evergreen convent vs up-to-the minute commentary: Using opinion and public conflict to generate attention (24:36)
• Evergreen convent vs up-to-the minute commentary: Using opinion and public conflict to generate attention (24:36)
Part 3
Topics Discussed (with timestamps)
Topics Discussed (with timestamps)
• Where would you start with a client rethinking their marketing strategy? (00:09)
• Where would you start with a client rethinking their marketing strategy? (00:09)
• How can our marketing content compete with the generative-AI "junkification" of the internet?(04:04)
• How can our marketing content compete with the generative-AI "junkification" of the internet?(04:04)
• Leveraging IP and your internal delivery process into your marketing (11:31)
• Leveraging IP and your internal delivery process into your marketing (11:31)
• Strong on the Inside: How can we portray a positive corporate culture when it's so typical to have internal challenges? (14:45)
• Strong on the Inside: How can we portray a positive corporate culture when it's so typical to have internal challenges? (14:45)
• When your brand is "innovation": How much innovation can any one company have? Is there endless innovation to be had? (18:57)
• When your brand is "innovation": How much innovation can any one company have? Is there endless innovation to be had? (18:57)
• What takehome message do you have for leaders on marketing and competitive advantage?(23:10)
• What takehome message do you have for leaders on marketing and competitive advantage?(23:10)
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Start with a conversation.
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