Growth, Marketing, and AI with Scott Christiansen, CEO of ROOT3 Growth Marketing 2-10-25
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Who is Scott Christiansen and what does ROOT3 Growth Marketing do?
This is Scott Becker with the Becker Private Equity and Business Podcast. We come to you daily with brilliant speakers, interviews from the business community, the private equity community. Today, we're thrilled to be joined by Scott Christensen. Scott started his own firm now a long time ago, and I feel like I've known Scott now for 20 to 30 years. He's been involved in sort of growth marketing. He founded a firm called Root3, and he's just done an amazing job of building that firm out and really helping clients amplify and grow what they're trying to do. We're going to talk to Scott today about sort of founding the firm, about himself, about trends he's watching, where he's most focused, and a lot more.
Scott, can you take a moment and tell us a little bit about what you folks do and about yourself?
How does ROOT3 help businesses in the middle market?
Sure. Thanks, Scott. I appreciate you having me on. For better or for worse, Scott, like you, I love the middle market. Love the chaos of the middle market. Built a firm around helping organizations from emerging stages through the middle market grow, attract investment, reach that next stage of growth, find a great exit. That's That's the environment that we love operating in. And, you know, Route 3 was created to be the firm that you can go to if you're a high growth business, executing a high growth strategy for fractional services or for companies that just aren't at the size yet that it makes sense to have a full marketing department to be an entire outsourced fractional marketing department.
Thank you. And one of the things I've seen over the years is amazingly how closely connected you stay with your clients and who you work with.
What is the importance of client relationships in marketing?
It doesn't seem to be highly leveraged in terms of technology and resources and who you know, but it strikes me when I watch you that you and your top leadership stay very closely connected to the entrepreneurs, the founders, the mid-market companies that you work with. Is that by design, that level of intimacy and close connection with your customers? Talk a bit about the business strategy and how you work with that. Yeah, no, actually, thanks for noticing that. It is something we're very proud of that companies stay with us for a long time, even as they take on investment and have more options. Even after like a huge exit, we often stay with the company even after maybe the founder leaves. And we consider that the highest compliment that that we're able to scale with those businesses and provide value at all those steps. And frankly, Scott, I don't like trying to find new business all the time. So it's very helpful when people stick around.
A hundred percent. And talk about is marketing evolves, implication evolves. Leaders try and get in front of their audiences. Talk about how that's changing what you're doing and maybe how artificial intelligence also started to play into that.
How is marketing evolving with AI?
Great. I think I want to break that down into two different questions. One is like the chaos out there of trying to find something that works for you to distribute your message because it is crowded out there. And the way I think about it is that I'm actually happy. It's so crowded. It's like when my wife and I started our family, when we had one kid, we focused on one kid, two kids, we kind of divided and conquered three. We embrace the chaos because you just can't do it. That's kind of how I see the market out there right now. There's so much out there. You just embrace the chaos. And really where that leads you is back to yourself. The only way to effectively communicate is to understand that you market to a very small number of people, very likely in the business to business area. You're responsible for coming up with that content. that's gonna move the needle on your own. You can kind of ignore all the chaos and just focus in on yourself.
That's the biggest trend we're seeing, Scott, is that our clients are leaning into their own data and leaning into their own thought leadership and saying, I got something to say that's gonna move the needle to my 10,000 potential decision makers in the world. And we help them develop that. And then there's a strategic distribution from there.
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Chapters
7 chapters
1
Who is Scott Christiansen and what does ROOT3 Growth Marketing do?
0:00–0:55
2
How does ROOT3 help businesses in the middle market?
0:55–1:57
3
What is the importance of client relationships in marketing?
1:57–3:14
4
How is marketing evolving with AI?
3:14–7:17
5
What strategies are effective for content distribution?
7:17–11:57
6
What is Fifth Third Bank's initiative and its significance?
11:57–14:44
7
How do thought pieces differ for various clients?
14:44–16:38
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