Sep 21, 2021
On today’s episode of Aligned, Sean is joined by digital
marketing devotee Ed Rusch. Ed is passionate about customer
experiences and is the current CMO of Blue Ridge. In a three-part
series, Ed will articulate his major takeaways from his years of
experience in the marketing space. Today’s topic? Common myths and
misconceptions of executive-level marketing.
Ed’s marketing origins:
- Born and raised in Cleveland, his first gigs post-college were
hosting various radio (playing adult contemporary and Today’s Top
- As he’s grown and learned more about the industry, Ed is now
intrigued by the concept of modern marketing and what that means
for professionals today.
- Primarily a B2B marketer, Ed emphasizes maintaining a learning
mindset to understanding the challenges and struggles of modern
There is still a disconnect in how marketing is
- A common misconception of marketing is its emphasis on “arts
and crafts.” Sure, design plays an integral role in marketing. But
that’s far from the only thing (or the most important thing) that
- An exciting thing about marketing today is the ability to touch
and impact many aspects of the business beyond what traditional
marketing could do.
- But because the possibilities are extensive, it can be
difficult for marketers to know where to leverage their
A clear marketing goal: make an impact on your company’s
- Marketing can articulate a value message to the financial
community, which is a needle-mover for those equity
- There's a need for both short-term success and long-term value
creation, which marketing can create and influence.
- Marketing can be far more than a sales supplement when given
the proper support.
Ed’s past work exemplifies the importance of strategic
- Initially viewed as a technology company, Ed’s company had a
commanding market share of their industry (an amalgamation of
technology and construction.)
- They couldn’t grow until they found a new avenue to expand
into. And that avenue was connecting suppliers to the buyers.
- Establishing this new avenue involved creating not just a
strategy but the story and messaging around their platform.
- It also involved creating a community between buyers, sellers,
and logistics providers (and agree, as an organization, that they
were a supply chain platform.) Which means both internal and
external factors were at play.
Marketing adds value in ways beyond its traditional
- For example, marketing attracts new talent to your purpose and
mission. Why do people want to be a part of your organization?
Marketing can explain that.
- From a marketing perspective, the ability to reimagine your
story and then leverage that in both employee engagement and the
acquisition of new talent pays dividends.
- Aligned is a
podcast for executives of emerging middle-market companies and
executives pursuing growth or looking for new levers to
- Read more about cognitive
marketing on FitzMartin’s website.
- Order Sean’s book
- To connect with Sean Doyle, find him on LinkedIn, or learn
more about FitzMartin on the company web page.
To get in contact with Ed, connect with him on LinkedIn.