Remarkability isn’t about being everything to everyone—it’s about discovering the unique value that sets you apart and resonates with your ideal audience. It’s about understanding your customers’ needs, focusing on what you do best, and crafting a story that positions your business as the clear solution to their challenges. When you lean into what makes your brand distinctive, and communicate it effectively, you not only attract the right customers but also build lasting loyalty. That’s where true, sustainable revenue growth happens—not by chasing trends, but by owning your space in the market. - Rich Brooks In this episode of Revenue Boost: A Marketing Podcast, titled, From Leads to Loyalty: Digital Marketing Strategies That Drive Revenue Growth, host Kerry Curran welcomes Rich Brooks, president of Flight New Media and creator of the Agents of Change podcast and conference. With over 27 years of experience in digital marketing and branding, Rich shares actionable strategies to help businesses grow their revenue by attracting and retaining loyal customers. The conversation dives deep into Rich's ""Remarkability Formula,"" a framework designed to help businesses stand out in competitive markets. Rich explains the four lenses of this formula—Find, Focus, Forge, and Frame—each providing a unique perspective on identifying and communicating your brand's value. Key highlights include: Finding Your Differentiator: Learn how to uncover and articulate the unique aspects of your business that resonate with your target audience. Rich shares an engaging example of a painting company that redefined efficiency as a key differentiator. Focusing on Your Niche: Discover the power of niching down to attract your ideal customers and command higher value. Rich provides examples of how businesses can refine their offerings and messaging to avoid being ""all things to everyone. Forging Value Beyond Core Offerings: Explore how creating aligned, value-driven experiences outside your primary business can attract new customers and reinforce your brand. Rich shares how his Agents of Change conference does this effectively for Flight New Media. Framing for Success: Uncover the importance of positioning and messaging, as illustrated through compelling examples like Red Bull's energy drink branding and a ""China Success Coach"" who rebranded to target a specialized audience. The episode concludes with Rich offering practical advice for businesses to implement these strategies, emphasizing the importance of understanding your customers' needs and taking the time to stand out in meaningful ways. Listeners are encouraged to download Rich’s free Remarkability Workbook to get started on applying these insights to their own businesses. Don’t miss this value-packed episode filled with actionable tips for driving revenue growth through smarter digital marketing strategies!
“B2B buyers are human beings with real emotions. Whether we like it or not, people make decisions based on emotion first and justify them later with facts. Your content needs to address their pain points, tap into their aspirations, and clearly show how your solution solves their problems quickly and effectively.” That's a quote from Alexis Trammell, CGO at Stratabeat and a sneak peek at today's episode.
Hi there. I'm Kerry Curran, business growth consultant, industry analyst, and host of Revenue Boost: A Marketing Podcast where we discuss smart strategies that drive revenue growth for all businesses.
In this episode, “B2B Content That Converts Building Trust and Differentiation in a Crowded Market”, I'm joined by Alexis Trammell, Chief Growth Officer at Stratabeat. Alexis and I discuss how to compete against AI-powered search results and how to craft B2B content that builds trust, drives engagement, and conversions. We also cover the importance of clear differentiation, the impact of mid and bottom funnel content, and how to align your team around messaging that resonates with buyers.
So whether you're navigating the challenges of AI or striving to create content that cuts through the noise, this episode is packed with actionable strategies to help turn your website traffic into revenue growth. Let's go!
Kerry Curran, RBMA (00:01.122):
Welcome, Alexis! Please introduce yourself and tell us all about your background and expertise.
Alexis Trammell, Stratabeat (00:07.526):
Great, thank you so much, Kerry, for having me on. My name is Alexis Trammell, and I’m the Chief Growth Officer at Stratabeat. We’re an SEO, content marketing, and CRO agency that offers services like brand strategy, conversion rate optimization, content development, and much more. I’ve been with Stratabeat for a little over six years now, and I’ve been in the content marketing space for over a decade. My background includes video production and advertising, but now I focus on organic strategies. I help grow Stratabeat while working with some amazing clients in the technology and SaaS sectors, as well as in med-tech, green-tech, and B2B manufacturing.
Kerry Curran, RBMA (01:02.83):
Excellent. Alexis, you and I have had the opportunity to work together many times during your six years at Stratabeat, so I’m excited to have you here today. I know in your role, you frequently speak with executives like CMOs, CEOs, and CFOs. What challenges do you typically hear from them in your conversations or discovery calls?
Alexis Trammell, Stratabeat (01:29.948):
Sure. What I often see is that CMOs or marketing executives come to us with very transactional requests. They’ll say, “We need a new website,” or “We need more website traffic.” When we ask, “What problem are you trying to solve with this service?” they often struggle to articulate it. In most cases, the underlying need is the same—they need more leads, more deals, and they want their website and organic traffic to drive that growth.
When we begin a discovery process with a client, one of the first things we focus on is their messaging and differentiators. You can hire an SEO agency to optimize your site, but if your site doesn’t clearly communicate your unique value or differentiate you from competitors—especially if you’re charging premium prices—SEO won’t solve your problem. Traffic alone doesn’t equal new deals. That’s why we work to understand a company’s key messaging and differentiation by involving the entire executive team, sales team, and even their customers. Without alignment on what makes a company unique and valuable, it’s impossible to achieve meaningful results.
Kerry Curran, RBMA (03:51.268):
That’s such an important point—especially about differentiation and positioning. CMOs are constantly under pressure to do more with less, and they face challenges convincing executives to invest in foundational marketing strategies. On top of that, as you mentioned, AI is a common topic now. What are your thoughts on AI as a differentiator in the B2B space?
Alexis Trammell, Stratabeat (04:21.308):
AI is a hot topic, but it’s often misunderstood. Many companies see AI as a differentiator or a magic solution, but it’s really just a tool. For example, in the tech space, companies might push AI as a feature of their products, while marketers use generative AI platforms to create content. However, generative AI is limited—it can help with top-of-funnel content, but it doesn’t understand your specific differentiators, customer pain points, or market nuances. AI-generated content can’t replace human insights or originality, which are crucial for middle and bottom-of-funnel strategies.
A common challenge we see is companies losing organic traffic because they’ve relied too heavily on AI-generated content or haven’t adapted their strategies to account for AI overviews dominating search results. To counter this, we focus on helping clients build out strong middle and bottom-of-funnel content, optimize their CTAs, and ensure their messaging is clear and compelling. These human-led efforts are what truly drive conversions and differentiate brands in competitive markets.
Kerry Curran, RBMA (06:54.14):
That’s a great perspective. It’s not about having AI, but how you’re using it to add value. Can you share more about how Stratabeat approaches creating content that leverages a company’s true differentiators and drives conversions?
Alexis Trammell, Stratabeat (07:51.884):
Everything starts with messaging—it’s the foundation. We ensure that a company’s key differentiators and positioning are clearly articulated and understood by the entire team, from executives to customer success and sales. Once we align on messaging, we integrate it into all content, from product pages and blogs to CTAs and help center articles.
For instance, if a company is competing in a crowded market and their only stated differentiator is AI, we challenge them to go deeper. AI is just a tool; it’s not a compelling value proposition on its own. We build content strategies that highlight what truly sets the company apart, combining behavioral analytics, CRO, and human insights to ensure the website is optimized for conversions before scaling traffic. This human-centered approach ensures that every piece of content resonates with prospects and drives meaningful engagement.
Kerry Curran, RBMA (12:04.998):
I love that focus on weaving differentiation throughout all content. It ensures that B2B buyers—who are often in control of the sales process—find the right information during their research phase. Do you have any final recommendations for executives or marketers trying to achieve this level of clarity and alignment?
Alexis Trammell, Stratabeat (22:57.68):
My top recommendation is to start with alignment. Executives, marketing, and sales teams need to align on messaging, differentiation, and goals. Too many companies chase shiny objects or pump out generic AI content without considering how to stand out. Instead, figure out where you can truly win. Narrow your focus, define your differentiators, and ensure your messaging is integrated into every touchpoint.
And remember, don’t just optimize where you are today—optimize where you want to be. Find a marketing agency that can help you build a strategy rooted in your strengths and goals. It’s not about more traffic; it’s about the right traffic that converts into meaningful business outcomes.
Kerry Curran, RBMA (25:07.182):
That’s fantastic advice, Alexis. Thank you so much for your time and insights today. How can people connect with you?
Alexis Trammell, Stratabeat (25:17.754):
I’m very active on LinkedIn—just search for Alexis Trammell. You can also follow Stratabeat on LinkedIn or visit our website at stratabeat.com.
Kerry Curran, RBMA (25:27.918):
Wonderful! Thank you, Alexis, for joining us and sharing so much valuable insight today.
Alexis Trammell, Stratabeat (25:36.932):
Thank you so much, Kerry. It’s always a pleasure to chat with you!
I hope you found this episode of Revenue Boost: A Marketing Podcast as valuable as I did. Alexis's insights on differentiation and unique content strategies can really make a difference for all brands. If this was helpful, be sure to subscribe to Revenue Boost: A Marketing Podcast for more. Connect with me, Kerry Curran, at https://www.revenuebasedmarketing.com/ for previous episodes and to learn how I can help boost your wet revenue in 2025.
“Remarkability isn't about being everything to everyone. It's about discovering the unique value that sets you apart and resonates with your ideal audience. It's about understanding your customer's needs, focusing on what you do best, and crafting a story that positions your business as the clear solution to their challenges. When you lean into what makes your brand distinctive and communicated effectively,
You not only attract the right customers, but also build lasting loyalty. That's where true sustainable revenue growth happens. Not by chasing trends, but by owning your space in the market.” That's a quote from Rich Brooks and a sneak peek at today's podcast episode.
Hi there! I'm Kerry Curran, business growth consultant, industry analyst, and host of Revenue Boost, a Marketing Podcast where we educate business leaders on how smart marketing strategies drive revenue growth.
In this episode of Revenue Boost, a Marketing Podcast, titled “From Leads to Loyalty: Digital Marketing Strategies That Drive Revenue Growth” I chat with Rich Brooks, president of Flyte New Media and creator of the Agents of Change podcast and conference. Rich shares insights from his Remarkability Framework: find, focus, forge and frame, that helps businesses stand out, attract ideal customers, and drive revenue growth.
Through actionable examples, he illustrates how to uncover your differentiator, niche effectively, create value-driven experiences, and refine your positioning for maximum impact. Don't miss this episode packed with practical strategies to elevate your marketing and boost your bottom line. Let's go!
Kerry Curran, RBMA (00:02.254):
Welcome, Rich. Please introduce yourself and share a bit about your background and expertise.
Rich Brooks (00:09.464):
Sure. My name is Rich Brooks. I'm the president of Flyte New Media, a digital agency I started over 27 years ago. Most of the time, it's been based here in Portland, Maine, although I originally started it from my apartment in Jamaica Plain, a neighborhood in Boston. It began as a one-person operation, but over the years, I’ve added people to the team—people who are now better than me at pretty much everything, including branding, web design, development, and various types of marketing.
While running Flyte New Media, I also launched something called the Agents of Change, which includes a weekly podcast that’s been running for over a decade, as well as an annual conference. This year, we celebrated the 10th anniversary of our in-person event. And just this past year, as we near the end of 2024, we hosted our first-ever virtual summit, focusing entirely on digital marketing. So, my passion lies in helping businesses leverage digital marketing to grow.
Kerry Curran, RBMA (01:10.38):
Excellent. Well, thank you, Rich. We're excited to have you here today to share your expertise, especially given your deep experience in the agency space. I know you’ve worked with a variety of clients and helped many brands achieve business success. To start, what are the typical business challenges that prospects or clients bring to you initially?
Rich Brooks (01:41.324):
Often, it’s one of two things: either they need a new website—whether it’s their first website or a revamp of their current one—or they’re not getting the leads they want online and don’t know how to fix it. Even though digital marketing has been around since the late '90s, for many people, it’s still uncharted territory. It’s not where they’re comfortable spending their time—they didn’t study marketing, and they wish business would come naturally. When it doesn’t, they come to us.
Sometimes they have an idea of what they want, like running Facebook ads, but often that idea isn’t the right solution. That’s when we step back and talk about the customer journey, positioning, and traditional marketing fundamentals. Ultimately, they’re looking to generate more leads online, and that’s where we come in.
Kerry Curran, RBMA (02:48.162):
That makes sense. It’s great when clients know that marketing activations, like paid search or Facebook ads, can help their business grow, but, as you said, they often skip the foundational work. They need a strategy—understanding their target audience, how they help their customers, and the unique value they provide. I know that’s a big part of what you offer your clients. Can you talk us through the frameworks or tools you’ve developed over the years to drive client success?
Rich Brooks (03:41.526):
Absolutely. One thing I’ve developed is something I call the "Remarkability Formula." It’s a framework to help businesses identify what makes them stand out. Differentiating yourself isn’t a new idea—people like Seth Godin and books like The Purple Cow or Blue Ocean Strategy have tackled this topic. But what I’ve done is create a four-lens framework—Find, Focus, Forge, and Frame—so businesses can uncover their unique strengths and tell their story effectively.
Each lens has a purpose. “Find” is about discovering what’s already remarkable about your business. “Focus” is about niching down to narrow your target market or offerings. “Forge” involves creating something outside your core offering that aligns with your mission and attracts your ideal customers. Finally, “Frame” is about repositioning or rebranding to communicate your core strengths in a way that resonates with your audience.
Kerry Curran, RBMA (05:43.492):
That’s fantastic, Rich. I love the idea of helping brands find their remarkability. Can you dive into each lens with examples and explain how businesses can use them to stand out?
Rich Brooks (06:44.654):
Absolutely. For “Find,” I always say there’s something remarkable about every business—it’s just a matter of identifying it. A great example is a local painting company I hired when I bought my first house. Unlike the usual slow, disruptive painters, this company finished jobs in just two days. They had 20 painters on staff, which made them incredibly efficient. That remarkable approach was difficult for competitors to replicate.
For “Focus,” niching down is key. It’s tempting to serve everyone, but businesses that specialize are more successful and can charge higher rates. For example, specialists like brain surgeons or branding experts can demand a premium because they’ve honed their expertise.
“Forge” is about creating something outside your main offering that reinforces your brand values. A great example is Barilla’s pasta playlists on Spotify. These playlists, tailored to the cooking times for their pasta, highlight Barilla’s focus on culinary artistry.
Finally, “Frame” is about repositioning. For example, Red Bull framed itself as an energy drink instead of competing with sodas, carving out a niche that made them the market leader. Similarly, a Mandarin teacher rebranded as the “China Success Coach” by highlighting her business etiquette training, which resonated with her ideal audience.
Kerry Curran, RBMA (23:58.744):
Those are brilliant examples. I love how actionable your framework is. Thank you so much for sharing your insights, Rich. How can people learn more about your Remarkability Formula or get in touch with you?
Rich Brooks (24:45.398):
They can download my free Remarkability Workbook at takeflyte.com/remarkability-workbook. It’s a practical guide to work through the framework on their own or with their team. You can also find me on LinkedIn, where I’m most active. Just let me know you heard me on the Revenue Boost Podcast, and I’d be happy to connect. And, of course, you can listen to my podcast, Agents of Change, wherever you get your podcasts.
Kerry Curran, RBMA (26:23.62):
Thank you so much, Rich. This was incredibly valuable. I appreciate your time and expertise, and I hope to have you on the podcast again soon!
Rich Brooks (26:19.658):
Thank you, Kerry. It’s been a pleasure.
I hope you found this episode of Revenue Boost: A Marketing Podcast as valuable as I did. Rich's Remarkability Framework can foster revenue growth for both B2B and D2C companies. For more business growth strategy insights, be sure to subscribe and follow Revenue Boost: A Marketing Podcast. For support with your own business growth, reach out to me, Kerry Curran, at revenuebasedmarketing.com.