Pop Quiz, Monday with Raine Gaisford, Founder and Head Strategist at LimeHub


The Pop Quiz, Monday is a fun little exam that we love to give to savvy business people. The examination is not a surprise after all since the interviewee already knew about the questions in advance. However, we can always pretend and have fun with the scenario of a young entrepreneur sitting in class nervously biting on their pencil. They are ready to take a pop quiz on a chapter that they were supposed to read the night before. Instead, they played Metroid all night on their SNES (Oops, this was me in high school). The real purpose of the pop quiz is that this is a fun way to introduce business tips from real-world experiences that you cannot learn in a classroom. We want to thank our interviewee for being a good sport and volunteering their time to answer a few questions to help our community grow from their knowledge.

I want to introduce you to our guest today who will be taking our Pop Quiz, Monday.

Can you please tell everyone your name?

Raine Gaisford

What is your job role?

Founder and Head Strategist

Tell us about your company?

LimeHub is a marketing agency and a tech startup. We specialise in the B2B and tech space. We help businesses optimise their growth efforts by offering expert marketing consulting services and by developing technology that solves marketing-related problems including cost reduction and improved efficiencies.

What do you love most about your job?

I would have to say that what I love most is the variety. Every day and every client engagement requires a unique approach. I get to combine technology, creativity, psychology, and strategy in each of my engagements with clients (and also for my internal marketing efforts). The best part is that the tools and techniques that work in marketing today might not work tomorrow, so I’m continually learning and being kept on my toes.

What motivates you to get up every day and go to work?

Curiosity. I can’t wait to see what new leads have come through, what the latest campaign stats are and how they can be further improved, what new creative ideas emerge, and what new opportunities might arise. Every day I challenge myself to be curious enough to think differently and to do better, and that gives me a lot of positive motivation.

How do your co-workers inspire you?

I love that everyone has different perspectives and different areas of expertise because that means that together, we can create something together that is so much better than something we could have built on our own. A simple conversation or spoken thought can trigger momentous inspiration — and it often does. No-one ever succeeded on their own.

How do you have fun at work (team building, pranks, etc..)?

Creating a culture of creativity is essential to me because when a person is allowed to be creative, they feel empowered, confident and motivated. Empowered, confident and motivated people are happier and more relaxed. I don’t subscribe to 9–5 or strictly timed lunch breaks, and as a result, fun often evolves naturally — from impromptu long lunches, Friday afternoon BBQs or random fits of laughter.

What are some of the challenges of your job?

My job involves hard and soft skills. The hard skills like the application of technology are always changing. New marketing tech pops up constantly, and the effectiveness of existing tech like social media advertising platforms keeps changing. So keeping up with this evolving landscape is one challenge. The other big problem is communicating the value of the soft side of my industry to my clients. Having worked in B2B tech marketing for close to a decade, I’ve seen first-hand how critical soft tactics, like branding, for example, are for heavily sales-driven businesses and yet how rarely they invest in it because they don’t understand it’s value. I wrote an article recently which covers this topic in more detail which can be found here https://www.limehub.com.au/vibe-of-branding/

What are some lessons learned from a past project that you can share with us?

Oh god, where to begin… I’ve had a few hand-to-head moments in my career that’s for sure. I would say that the most frustrating thing for me has been to see common mistakes repeated by companies which choose to act against advice. The most common mistake that I see is a poor customer or user experience offered but a desire to invest in marketing which ultimately ends up with a disappointing outcome (for everyone involved!). Marketing isn’t some silver bullet that guarantees revenue — it has to complement, or be complemented by, product, sales and customer service. The biggest lessons I’ve learned as a result have been on how to educate businesses on the impact of the full customer journey on marketing, on managing expectations, and on knowing either when to shut-up, speak-up or graciously walk away from a deal.

What advice would you give to someone who is starting in your industry?
Never stop learning. Never stop trying new things, even if they fail. A degree will teach you valuable techniques in Marketing, but ultimately experience is more important because it changes so quickly. Find a company who is supportive, offers L&D opportunities, and who cultivates and nurtures a culture of curiosity.

Thank you for taking our pop quiz today. You get an A+ for effort. You can learn more about our interviewee and their business by visiting them on the web:

Website www.limehub.com.au
Marketing Mix Calculator http://calculate.limehub.com.au
Linkedin www.linkedin.com/company/limehub
Twitter www.twitter.com/limehub
Facebook www.facebook.com/limehub

Author: Ricky Singh, MBA

Editor of The Startup Growth.

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