A Different Kind of Story

January 10, 2020

This is part of a weekly journal I'm keeping about my day job running marketing at Inntopia.

Inntopia is a people-powered company. Other CRM invest in sales, we invest in support.

But that’s easy to say. And, to be fair, a ton of companies have said that very thing. So one of the biggest challenges I’ve found as of late is getting that point across in text and graphics in a way that feels authentic and sincere.

Eventually, I realized that in order to make the story more human, I had to get a human (rather than HTML) to tell the story.

Specifically, me.

The result is a very different type of B2B content.

You’re looking someone in the eyes, but there isn’t quite the the same level of scripting folks are use to. And it’s not a hard sell. Instead, it’s just me telling a story and you listening.

It’s a little disarming, maybe? Perhaps even refreshing?

Whatever the right label is, it’s definitely not perfect. But for my first attempt? I’m happy with the direction and with a little practice (and maybe a camera upgrade) I’d expect it to get even better.

Update: The first story has been received so well, I published another a few weeks later for our Commerce line of business.

More updates from my day job journal:
Pausing Work
March 27, 2020
Pausing Marketing
March 20, 2020
Come Together
March 13, 2020
Moving the Needle
March 6, 2020
Fewer Things, Done Better
February 28, 2020
Marketing / Product
February 21, 2020
February 15, 2020
Things I Don’t
February 7, 2020
Practice, Practice, Practice
January 31, 2020
January 24, 2020
Validating the Message
January 17, 2020
A Different Kind of Story
January 10, 2020
Autonomy & Strategy
January 3, 2020
A Big Year
December 31, 2019

Hi, I'm Gregg.

I'm a marketer, maker, and long walk taker.


By day I run marketing for resort CRM / ecommerce provider, Inntopia. After the kids go to bed my laptop is my workshop where I'm building an email marketing tracking platform called SendView.