I spoke to the energetic Effie Moss about her progression from her head of marketing roles to owning her fractional CMO agency,

The network effect has played an integral role in her growth, she reiterated the importance of organic relationship building and how that helps grow her businesses.

She focused on her toolbag which is jammed packed with experience, and how that enables her to dip in and out when she needs to.

Niching downing doesn’t work for her, and states that possessing knowledge of different areas of marketing doesn’t mean you’re a jack of all trades.

Effie focuses on impact, and this has underpinned her objective of scaling. Consulting was limiting the impact she wanted to have on her clients, so she wanted to create a service that could take advantage of the wisdom and experience she has built over the years.

She has focused on building a “magnetic” brand that helps attract the clients she wants to work with. Her brand reflects her, which is colourful, fun and bold, which is reinforced by brand characters, which are not often seen but help her stand out.

She made a conscious effort to use these brand mascots, but also to ensure her language, comms and pricing reflect her value and provide a flavour of working with her.

As a result, this attracts the types of clients she wants to work with.

When it comes to finding clients, she speaks of the importance of having both an outbound and organic motion working in tandem to help improve the output of her own marketing.

She has started to introduce outbound, but with a twist. She goes against the grain, avoids templates and “best practices”, she is very hands-on and provides guardrails to protect her brand.

Effie focuses on value and experience, she knows what might be around the corner, using well-timed and well-thought-out outreach messages to try and find the types of clients she wants to work with.

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Linked - https://www.linkedin.com/in/effiemoss/

Website - https://www.weareboostagency.com/