What does constant innovation
mean to you?
My first leadership role was as a
manager of recruitment and retention
for a tech company. I was surrounded by
all these incredible minds and I felt like I
didn’t know enough. I made my rounds
every day, walking from department to
department to learn about each person’s
job. This also helped me to understand
the departmental environment and I
could use that information to hire the
right individuals—those that were a
“good fit.” I decided that I was innovating
myself by the constant learning I was
exposed to at work. I was driven by
curiosity—so, I went back to school to
get my business degree. I didn’t want
to be categorized as someone that
should be put out to pasture because I
wasn’t born with a smart phone in my
hand. While others were sharing what
generation they were part of, I started
saying that I was part of NOWGen—
12 milkshake
MARKETING STRATEGIST
RAYANNE THORN KRUEGER
NEVER ENOUGH MEDIA
After many years in corporate and
start-up marketing, Rayanne
Thorn Krueger founded Never
Enough Media in 2018, focusing
on Company Branding, Employer
Branding, Digital & Location Marketing,
Employee Experience, and Employee
Retention. She launched the podcast HR Latte
in 2014 where she interviews guests about
Diversity, HR, Recruiting, and the technologies
that support these practices. Her years as an
HR Tech Marketing Executive and Innovative Content Creator have helped
her become a highly sought-after speaker. She focuses her messaging on
how humanity mixes with business for the best results.
the generation of today. Constant
innovation means never stop learning,
never lose curiosity, and be OK with
change. Become agile.
In marketing, how does innovation
play a role in creating and
supporting products?
Marketing today is very different than
it was 20 or 30 years ago. It is much
more than print ads and conference
exhibitions. It is vital to understand
where your buyers hang out and how
they want to connect. We’ve been
saying for years that “Content is King.”
I think “Content is Queen,” the most
powerful player on the board. Creating
compelling content and delivering it in
an innovative way widens the path to
permission marketing.
So, how do you stand out?
Your content needs to do three things,
which I call the E Quotient. First, it must
Educate by demonstrating what the
key differentiators of your product or
service are and highlighting what they
will gain if they buy from you. Secondly,
your content must entertain. Developing
compelling content shows that you care.
And finally, your content must endear–
make a lasting impression.
What are your clients’ biggest
challenges with branding and
business strategy in the current
landscape?
Spend and Distrust. Marketers that have
to beg for a better budget are simply
not valued by senior leadership. The lack
of trust trickles down to all employees
including sales. Many sales leaders
believe they can do marketing better
September 2022