Caroline Crawford Supports Business Leaders With Marketing Expertise

Hi, Caroline! Please share a brief introduction about yourself and your business:

Hi, I'm Caroline. I'm a brand-driven growth marketing expert helping business leaders with aligning marketing initiatives effectively to achieve overarching business goals. I have a 13-year successful track record of blending the visionary with the integrator. After seeing first-hand how the marketing industry fuels shiny object syndrome, I founded Cultiveight to address challenges faced by businesses such as limited resources and market pressures. I'm on a mission to change the face of marketing by supporting more business leaders to secure an integrated marketing approach that go beyond typical marketing gimmicks.

Who are your customers?

Businesses with limited marketing resources, or dynamic/unconventional marketing teams (ie. mix of in-house/outsourced resources).

What was your background prior to starting your own business?

I had been in marketing and communications for 10 years before starting my own business. Starting my career was one of those things where I got my first internship in marketing, loved it, and simply never stopped. I fell in love with helping bring a brand's voice to life. However, throughout my career, I always seemed to be in an environment where marketing resources were limited. While challenging, this made me have to see and learn all aspects of marketing from every angle. Every job I had I encountered the same issues with marketing — limited resources, lack of understanding/awareness from business leaders and other teams, and competing priorities. That's what inspired me to form Cultiveight, because I saw a gap in the way marketing was viewed by business leaders but also how marketing support was delivered. I wanted to create something that helped businesses carve their place in their world, no matter their limitations, but also start prioritizing marketing and seeing it's true value to a business.

What made you take the leap to start your own business?

I was at a new organization and experiencing similar challenges I had seen my whole career. But this time, my team looked different because of the budget we had. I had to leverage a very dynamic team while still making it feel like we were operating on all cylinders. Through an experience where we had the opportunity to hire some additional support for a project, that task became incredibly challenging and it's where I noticed a major gap in the industry. One that makes business leaders underappreciate marketing and makes finding the right marketing support you can trust too difficult. These challenges inspired me to create something that I believe fills a gap that currently exists in the marketing industry.

Did you always know you wanted to be an entrepreneur?

I have always been independent, but the idea of being an entrepreneur wasn't really on the radar for me. But once I realized it was possible, I never looked back.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

I launched, technically, while I was in-house so I was experimenting to essentially see if I could actually do this. Because I didn't want it public that I was doing something on the side, I looked at alternative methods to get my name out there. I joined a lot of Facebook groups and took projects on UpWork. I also started putting myself out there socially, which was a bit of a challenge due to the pandemic. But I was successful and got myself a handful of clients. When I finally left my business, I continued with this method and started posting on social. I did plan out a strategy, but I realized early on that for the offers I was focused on, networking was a more natural solution for me. For my other marketing efforts, I was building content but what I realized was I didn't truly see my differentiator and competitive edge so I wasn't consistently putting out content that spoke to that.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

My biggest challenge has been myself and losing sight of why I'm here and what I am building. It's so easy to get caught up with the norm and wondering if what you're doing makes sense. Thus far, my journey has really been coming back to my 'why' and remembering why I started this in the first place.

It's so important to reflect on the 'why' and stay grounded! What accomplishment are the most proud of to date in your business?

Everything I've accomplished, I've done on my own. That's not to say I haven't been supported by my community or the people around me. Since my second year of business, I've had some help to support my clients better that I'm so grateful for but when it comes to building Cultiveight, getting the sales, the referrals, the reputation, and seeing the vision, that has been me. Now, as I'm entering this next season, I'm extremely excited for what it is that I'm building.

What's next for your business? What can we expect to see over the next few years?

Cultiveight is here to be the go-to resource for those who feel stuck or unsure with their marketing, or simply want to uplevel. I'm excited to build out a platform that makes marketing more accessible and helps business owners move the needle, as well as supports the marketers and connects the right people who are doing their part to change the industry in their own way.

What is your top productivity tip? 

I love breaking down my to-dos in a checklist. It makes me feel productive and helps me see the different steps.

On the flip side, how do you avoid burnout?

I like a clear calendar as best as possible. If I feel my call schedule is out of hand, I start seeing what I can cut.

What is your approach to work-life balance / integration?

I have disciplined hours/working times. It's not rigid and allows for flexibility but it's structured enough where I can choose what I'm doing within those times. As a business owner, your schedule is your own, but for me, I maintained my container of traditional working hours with plenty of flexibility because it helps me find that balance during the week and if I have a lighter week then I'll enjoy that free time however I want. It also helps me identify if my week(s) are starting to feel too jam-packed, then I need to evaluate what to cut.

What is one thing you wish you had known when you started your Entreprenista journey?

Making the time to prioritize a community like this is crucial. I tend to be more of a lurker in communities, but when I actual prioritize engaging within them, that little amount of time goes a long way.

We're always here to support you at each and every step! When hiring, what is your go-to interview question?

'What do you dream for your life?' I'm very ambitious and determined, and I like to curate a team of people who are, too. Even if they don't have a specific dream, I want them to be excited about the future and how this company can fit in there (even if it's not forever).

What's the one app on your phone you absolutely cannot live without and why?

Google Chrome. I'm always googling random things, whether that's research, shopping, recipes, funny things, pretty much anything that pops into my head that I'm curious about or want to make happen.

What is your favorite business tool or solution and why?

I love ClickUp. There is so much you can do with it and so many ways to customize it to work best for you.

What advice do you have for aspiring Entreprenistas?

Don't compare your success to someone else's, especially on a different timeline. As a founder, you look for benchmarks to determine your progress and make sure you're on the right track. But it's so easy to get caught up seeing other people's progress and success and feeling that you're so behind or you're failing. That mindset fuels a trap that keeps you stuck. But you have to always remember that someone else's path to success isn't going to be the same as yours. Plus, you don't see the time it took them and the roadblocks they encountered along the way. So, how can you possibly compare? You have to keep focused on the mission you're on and let go of any timeline.

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