Caroline Lobatto is co-founder and content director at Ormskirk-based Refined Marketing, a B2B, multi-service marketing agency with a specialist focus on engineering, technology and manufacturing.
Below, Caroline, who recently completed Two Zero’s Women Scaling Up programme, shares some key learnings and insights on scaling a business.
The most important quality of a scaleup business leader is adaptability; the ability to adjust strategies in response to market changes ensuring sustained growth and competitiveness in an evolving business environment.
I have grown by embracing continuous learning and seeking mentorship. Working in male-dominated sectors like engineering and construction has taught me resilience and strategic decision-making, essential for leading a successful scaleup.
I inspire and empower my team by fostering a culture of open communication and collaboration; providing opportunities for professional growth; recognising individual achievements to motivate and contribute to our collective success, and encouraging my team to pursue their ambitions and break barriers.
The best piece of business advice I've received is to always prioritise customer feedback in order to understand and address customer needs and pain points. When we drive innovation, our services remain relevant and valuable - especially in technical fields.
The biggest lesson I've learned is the importance of resilience. Overcoming challenges and setbacks has strengthened my ability to lead with confidence, making our business more robust and adaptable. However, I also appreciate we have a long way to go, and I am learning every day!
I admire HubSpot for their innovative approach and their ability to scale rapidly while maintaining a strong customer focus and continuous product improvement.
Every day, I monitor key metrics such as project completion timelines, digital marketing data across all our platforms, content engagement, and at a higher level - sales forecasts. These indicators provide valuable insights into our operational efficiency and overall business health.
I aim to create a legacy of innovation and excellence in marketing for technical sectors such as engineering, tech, and construction. By demonstrating success in these male-dominated industries is achievable for women, I hope to inspire the next generation of female leaders.
Through empowering businesses with effective marketing strategies, I strive to leave a lasting positive impact on these industries, showcasing the value of diversity and inclusive leadership.
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