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Empowering Startups: Marketing Insights from Fractional CMO Brooke Janousek

In the ever-evolving world of startups and small businesses, growing requires more than just hard work—it demands strategic vision and adaptability. Brooke Janousek, a dynamic Fractional Chief Marketing Officer, has the passion and expertise to help numerous organizations transform their marketing efforts into powerful growth engines.


Brooke begins every engagement by deeply understanding her clients' business objectives. She ensures that marketing strategies are seamlessly integrated with broader goals. She tailors marketing plans to resonate with target audiences, addressing their needs and preferences.


In this inspiring interview, Brooke shares her journey, insights, and innovative approaches to aligning marketing strategies with business goals, tailoring plans to unique challenges, and driving success. Her story is a testament to the power of strategic marketing and the impact of following one’s passion to make a difference in the business world.


How do you align marketing strategies with the overall business goals of the startups or small businesses you work with as a fractional CMO?

I start every engagement by asking about the organization's short-term and long-term business objectives. This involves a comprehensive discussion on various aspects such as revenue targets, hiring plans, product development initiatives, and market expansion strategies for the current year and the next three years.


By gaining a thorough understanding of the organization's future, I can tailor marketing strategies that directly contribute to achieving its objectives. Whether it's driving sales growth, expanding market reach, launching new products, or enhancing brand awareness, the marketing plan is designed to align closely with the broader business roadmap.

This approach ensures that marketing efforts are not isolated but integrated seamlessly with the overall business strategy. It enables me to identify key priorities, allocate resources effectively, and measure success based on tangible business outcomes.


In your role, how do you tailor marketing plans to accommodate the unique challenges and opportunities faced by each founder or business you advise?  


In my role, I prioritize understanding the needs and preferences of the customers that the founder or business serves. By gaining insight into their needs, wants, and pain points, I can tailor marketing plans to reach and engage the target audience effectively. This customer-centric approach ensures that the marketing strategies we develop align closely with the audience's preferences, ultimately benefiting the business.


Can you share an example of a successful marketing campaign or initiative you led for a founder and its impact on the business's growth or visibility? 


Sure, I spearheaded a branding initiative for a founder in the Pet industry. By defining the brand's mission, purpose, values, brand promise, and positioning, we established a clear and consistent messaging framework. This clarity streamlined our communications across various channels, including emails, website copy, and social media posts, as well as interactions with partners. As a result of this focused messaging approach, our target audience gained a better understanding of our brand and its offerings. This increased clarity contributed to a significant uptick in business, with a notable 45% growth in the service we provided.


Why and when should a founder get a fractional CMO and why is it never too early?


As a founder, you have a vision for your company—your brand. Yet, you are caught up in the day-to-day and feel like your business is running you. As a result, you are not seeing the steady growth you had hoped for. You wonder what is holding you back from building the brand you desire.


Is it due to a lack of resources or a lack of clarity? Or both?


My goal as a Fractional CMO is to provide founders with the guidance, strategies, and insights they need to overcome these challenges and grow their brand into a household name. Waiting until it’s officially time to launch is too late. Bring your Fractional CMO in 4-6 months before the official launch so we can help you prepare.


What motivates you? Why did you decide to build your fractional business?


Helping others succeed and grow in life and business motivates me. Becoming a fractional CMO was not on my professional roadmap. But sometimes life presents you with opportunities that you can’t ignore. I jumped, and the net appeared! I have zero regrets and absolutely LOVE what I do. That is what is most important to me: fulfillment in my work. Life is too short to be unhappy in any aspect of your life. 

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