Business Strategy: How to win in a crowded market by serving your customer’s customer (episode #128)

How do you stand out in a sea of competitors when margins are thin and trends shift overnight? For Jaci Volles, the answer is: serve your customer’s customer – and innovate when the budget is tight.

Jaci Volles, Chief Marketing and Strategy Officer at Jelmar [https://www.clrbrands.com/] shared the lessons and stories from her career journey in this episode of How I Made It In Marketing.

Jelmar is a 50-year-old, third-generation family-owned business that is best known for its CLR and Tarn-X cleaning product brands. Volles leads the sales, marketing, strategy, and product development teams, a total group of 100 internal and external professionals.

Stories (with lessons) about what she made in marketing

• When innovation meets tight budgets, be creative where you look for inspiration
• Stand out in a crowded market by serving your customer’s customer
• Find your brand’s competitive advantage
• Respect the brand, history, and people when going through an acquisition
• Focus on what you can control to lead through transitions
• Be open to new possibilities while leveraging your core skills to break industry boundaries
• Concentrate resources to make the biggest impact

Discussed in this episode

AI Guild [https://join.meclabsai.com/]

Marketing Pragmatism: Embrace ‘hand-grenade math’ over false precision (podcast episode #101) [https://marketingsherpa.com/article/interview/marketing-pragmatism]

Marketing 101: What are decoy marketing and price anchoring? [https://sherpablog.marketingsherpa.com/consumer-marketing/marketing-101-decoy-marketing-price-anchoring/]

B2B Marketing Infographic: How are B2B marketers optimizing their funnel? [https://sherpablog.marketingsherpa.com/b2b-marketing/infographic/]

Value Focus: Which aspect(s) of your product should your marketing emphasize? [https://marketingexperiments.com/value-proposition/value-focus-aspects-of-product-marketing]

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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.

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