In this episode of Beyond the Brief, host Chris Perkins welcomes Sherry Chapman, the VP of Marketing at Fortera, a company pioneering low-CO2 cement technology. Sherry shares her extensive background in marketing, particularly in the consumer electronics sector, and how her experiences have shaped her approach at Fortera. She emphasizes the importance of transferable skills in marketing, especially when transitioning between industries, and encourages listeners to embrace career changes as valuable opportunities for growth.

Sherry delves into Fortera's innovative approach to cement production, which aims to reduce greenhouse gas emissions by mineralizing industrial CO2. She explains the company's mission-driven focus and the significance of scaling their technology to compete with traditional cement products without charging a green premium. Throughout the conversation, Sherry highlights the importance of building trust in the industry through transparency and third-party validation, as well as the challenges of navigating a risk-averse market. The episode concludes with insights into the future of marketing in the climate tech space and the exciting developments on the horizon for Fortera.

Keywords

Fortera, low CO2 cement, Sherry Chapman, climate tech, marketing strategies, sustainable construction, greenhouse gas emissions, career transitions, innovation in cement

Takeaways

• 'A lot of what you know, especially in marketing, can be applied to different segments.'
• 'It's all about scale.'
• 'We don't tell, we show.'
• 'This is a very risk-averse industry.'
• 'We have to create our solution within their framework.'
• 'The emotional side obviously is through the value chain.'
• 'We need everybody to succeed.'
• 'Restraint and transparency beat traditional flashier tactics.'
• 'You will fail, and that's okay.'
• 'It's important to create those building blocks of trust.'

Sound bites

"Go for it, because a lot of what you know can be applied."

"It's all about scale."

"We don't tell, we show."

Chapters

00:00 Introduction to Sherry Chapman and Fortera

02:11 Sherry's Marketing Journey and Career Transitions

04:24 Understanding Low CO2 Cement and Its Importance

06:18 Target Market and Go-to-Market Strategy

09:00 Pricing Strategy and Market Positioning

12:03 Sales Cycle and Project Lead Times

15:21 Building Trust in the Industry

18:02 Creating a New Category in Cement

20:16 The Role of Restraint and Transparency in Marketing

22:23 Surprises in the Climate Tech Space

24:22 First-of-a-Kind Projects and Their Challenges

26:52 Funding and Future Growth of Fortera

28:47 Marketing Strategies and Inbound Focus

33:10 Mentorship and Influences in Sherry's Career

36:38 Advice for New Marketers in B2B

41:24 Looking Ahead: Exciting Developments at Fortera

Summary

Efrat Ravid shares her inspiring journey from software engineering to board advisory, highlighting key lessons in leadership, culture, and digital transformation. Discover how her diverse experiences across industries inform her insights on innovation, customer-centricity, and navigating cultural differences in global business.

Keywords

Leadership, Digital Transformation, Culture, Innovation, Customer Experience, Global Business, Marketing, Analytics, AI, Career Lessons, Beyond the Brief

Key topics

• Efrat Ravid's career evolution from engineering to advisory roles
• Cultural nuances in global business and marketing
• The importance of continuous product design and analytics
• Advising startups and growth companies at Goldman Sachs
• Lessons learned from diverse industries and markets

Guest name - Efrat Ravid

LinkedIn - https://www.linkedin.com/in/efratravid/

Key frameworks

• Continuous Product Design
• Customer-Centric Content Strategy
• Cultural Nuance Awareness

Sound bites

"Culture beats strategy every time."

"Always focus on the customer first."

“Life doesn’t peak. It compounds.”

"Nothing can stop us now."

Chapters

00:00 Efrat Ravid's Journey: From Software Engineer to Board Member

09:07 Advising Startups: The Role of an Independent Board Member

17:35 Continuous Product Design: Evolving Digital Experiences

25:39 Automation and Alignment: Transforming Core Business Processes

27:10 Understanding Audience in Content Creation

30:01 The Evolution of Marketing Strategies

30:59 Adapting to Unexpected Insights

31:58 Cultural Sensitivity in Marketing

38:51 The Importance of Loyalty and Relationships

44:16 Navigating Cultural Nuances

47:25 Embracing Action and Learning from Mistakes

49:34 The Journey Ahead: Nothing Can Stop Us Now

Summary

In this episode of "Beyond the Brief", Jake Dold, CMO at Apex Dental Partners, shares his journey from early marketing experiences to leading a major dental support organization. He discusses local marketing strategies, technology innovations, patient engagement, and the future of dentistry with AI.

Keywords

Dental Marketing, DSO, Local Business, Healthcare Technology, Patient Experience, AI in Dentistry, Beyond the Brief

Key topics

Local marketing challenges in dentistry

Technology and AI innovations in dental practices

Strategies for patient retention and practice growth

Sound bites

"Patient communication is key to retention."

"Community programs build goodwill and trust."

"Diving is like exploring another world."

Chapters

00:00 Introduction and Jake’s Career Journey

01:50 Challenges of Local Dental Marketing

03:21 Insights from Southwest Airlines Internship

04:54 Educational Background and Language Skills

06:44 Overview of Apex Dental Partners

08:43 Supporting Private Practice Autonomy

10:43 Market Segments and Practice Acquisition

13:52 Marketing Strategies for Dental Practices

18:41 Technology Infrastructure and AI in Dentistry

25:52 Patient Communication and Practice Management

29:38 Patient Retention and Practice Transition

33:38 Community Engagement and School Initiatives

36:38 Future Trends: AI and Practice Management

42:31 Closing Remarks and Personal Interests

Resources

Apex Dental Partners - https://apexdentalpartners.com

Model B - https://modelb.com/

Guest link - https://linkedin.com/in/jakedold

In this episode of Beyond the Brief, Chris Perkins interviews Ryan Torresan, CMO of Peak Dental Services. Ryan shares his journey from a marketing background in automotive to the dental industry, discussing the evolution of Peak Dental Services and the role of dental support organizations (DSOs). He emphasizes the importance of consumer convenience in choosing a dentist, the diverse services offered by Peak, and the impact of AI and SEO in modern dental practices. Ryan also reflects on mentorship, career growth, and the future developments at Peak Dental Services.

Matthew Mottola, CEO of Human Cloud and longtime evangelist of the freelance economy, joins us to unpack the open-talent model. From starting as a college freelancer to building tech that powers the flexible workforce, Matthew’s journey is all about helping enterprises rethink how work gets done. We cover what “flexible talent” really means and what it takes to build the future of work—from the inside out.

In this episode of Beyond the Brief, Lynn McClouchic, SVP Director of Brand Marketing and Business Development at CannonDesign, shares her unique journey from finance to the creative industry. She discusses the importance of client management, team leadership, and the role of internal client relationships in fostering creativity. Lynn emphasizes continuous learning and mentorship as key components of effective leadership, while also highlighting the significance of storytelling in marketing. The conversation explores the challenges and rewards of navigating client relationships, maintaining an authentic culture, and the future growth of CannonDesign.

In this episode of Beyond the Brief, Chris Perkins interviews Derek Weeks, CMO of Katalon, discussing his extensive background in B2B software and marketing. Derek emphasizes the importance of purposeful marketing, community engagement, and building trust with audiences. He shares insights from his experience creating the All Day DevOps community initiative, the role of empathy in marketing, and the significance of authenticity in connecting with customers. Derek also discusses his book, Unfair Mindshare, and how Katalon has achieved remarkable growth in the software testing market.

Brilliant strategist and amazing human Rich Santiago shares insights on his amazing career working on some of the world’s most interesting brands. Hear how he got started, what he does to stay in tune with the latest, and where you can check out what he’s up to next.

Topics

• Where he started – How Rich found his way to becoming a planner
• Precious, not precious – Being very precious about the human experience and truth, but not the small stuff.
• Going back to the Beans – Reimagining the Starbucks brand
• Bigger than just commercial impact - Hear how the work Rich most admires and is proud of hits big, both commercially and culturally
• Learning & Sharing - Being mentored by some of the best and paying it forward

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