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In today's episode Judith Germain speaks to Lori Turner-Wilson on B2B marketing strategies and her new book. They discuss their views on the current state of dance and marketing, noting a perceived lack of individuality and an overreliance on cookie-cutter approaches. They agree that companies need to be more divergent and maverick in their marketing strategies. Key Takeaways Lori advocates for data-driven, outcomes-focused B2B marketing with guaranteed ROIMarket research is key to predictable marketing results, now affordable for mid-market companiesLori's "12 Battles Framework" helps companies shift mindsets to achieve marketing predictabilityDifferentiating your brand in a crowded market requires ongoing competitive analysis and agility In this conversation Lori emphasises the critical role of market research in eliminating uncertainty and enabling predictable marketing outcomes, even in turbulent market conditions. She stresses the need for companies to be nimble and adaptable in their marketing strategies. Lori Turner-Wilson isn't just the CEO and Founder of RedRover - she's a marketing trailblazer disrupting her industry. You can find out more about our guest and today's episode in this Maverick Paradox Magazine article here. --- Maverick leadership is all about thinking outside the box and challenging the status quo. It's about having the courage to take risks and the confidence to lead in a way that is authentic and genuine. But amplifying your influence as a leader isn't just about having a strong vision or a big personality. It's also about having the right leadership capability and being able to execute on your ideas and plans. The consequences of not having the right level of influence as a leader can be significant. Without the ability to inspire and motivate others, you may struggle to achieve your goals and make a real impact. How Influential Are you? Take the scorecard at amplifyyourinfluence.scoreapp.com and see. Catalysing Transformation - 1 min video Judith's book: The Maverick Paradox: The Secret Power Behind Successful Leaders. Judith's websites: Judith Germain (mentoring, Speaker, author) - judithgermain.comThe Maverick Paradox Magazine - themaverickparadox.comThe Maverick Paradox Website - maverickparadox.co.uk Judith's LinkedIn profile is here, her Twitter profile (MaverickMastery) is here, Facebook here and Instagram here.