Lisa Cole - The "Brand Gravity" Effect: How to Stop Chasing and Start Attracting

SEASON: 6 EPISODE: 23Episode Overview:Welcome back to Becoming Preferred, the podcast where we interview the brightest minds in business today to help you level up your game and become the best version of you.If you are an entrepreneur or a marketing leader, you’ve repeatedly heard the mantra 'do more with less'. But our guest today says that’s the wrong goal. She believes we shouldn't just be doing more; we should be redesigning the work itself.Lisa Cole is the Chief Product, Marketing, and AI Officer at 2X, where she heads their AI Center of Excellence. With over 20 years of experience and three major B2B transformations under her belt, Lisa has become the 'secret weapon' for CMOs looking to bridge the gap between human creativity and machine efficiency. She is the author of Brand Gravity, The Revenue RAMP, and her highly anticipated new book, The Limitless CMO.Today, we’re going to talk about how to move from being a 'cost center' to a 'revenue engine,' the reality of AI adoption , and how to build a brand that has enough 'gravity' to pull customers toward you without you having to chase them. Join me for my conversation with Lisa Cole.Guest Bio: Lisa Cole is Chief Product, Marketing & AI Officer and Head of the AI Center of Excellence at 2X. For more than 20 years, Lisa has helped B2B marketing leaders achieve more with less by redesigning how marketing work gets done through strategic outsourcing, AI adoption, and performance management.Lisa has led three major B2B marketing transformations, including award-recognized work, and she’s been a trusted advisor to CMOs for nearly 16 years. She’s also the author of Brand Gravity, The Revenue RAMP, and her newest book, The Limitless CMO.Resource Links:Website: www.lisacole.aiCompany Website: https://2x.marketing/Insight Gold Timestamps:03:31 I shifted and pivoted into marketing06:13 I remember when I started the very first question a company would ask is, should I have a website?08:36 The underlying principle there is still true, you actually have to ask them11:07 By the time they've actually made that decision to engage with your brand directly...12:43 Marketing is the one that makes sure that you are both findable, understood, and chosen16:21 Could marketing do a better job of being proactive with that, with the sales department?20:24 The premise behind brand gravity is...23:33 No better time to be a founder or entrepreneur, if you're comfortable with just putting your point of views, and your secret sauce out in the world25:52 Your superpower is going to be wherever is uniquely human28:02 Are there some must haves that small businesses should have?31:53 The most common piece of feedback I get is...32:22 My measure of success here is engagement34:27 You have to be okay with change36:10 And you argue for redesigning how work gets done instead of just working harder37:37 My favorite question to ask is, how long does it take for you to get a campaign from an idea into market?40:02 You head the AI Center of Excellence at 2X42:04 The new book's called The Limitless CMOConnect Socially:LinkedIn: www.linkedin.com/in/lisacole01Twitter (X): https://x.com/CMOInnovatorCompany: https://www.youtube.com/@2xmarketingTikTok: https://www.tiktok.com/@thelimitlesscmoEmail: lisa.cole@2X.marketingSponsors: Rainmaker LeadGen Platform Demo: https://calendar.summit-learning.com/widget/booking/JKItVP7WErmCBjU2cCIxRainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/