How do you market an ‘unglamorous’ business where your category doesn’t sell itself? And what does it take to build a brand that people trust and remember when your offering is not something buyers get excited about?

Host James Lawrence sits down with Lisa Macqueen, CEO of Cleancorp, to unpack how she’s built one of Australia’s most respected service brands in one of the most commoditised categories there is - commercial cleaning. From personal branding and LinkedIn content that genuinely resonates, to building trust at scale through culture and customer experience, this conversation is a masterclass in doing the fundamentals exceptionally well.

Key Takeaways:

1. How to build brand influence in a “boring” industry where buyers see the service as a grudge purchase
2. Why founder-led LinkedIn content can become one of the most effective marketing channels in B2B
3. What happens when you deliberately position your brand differently from the rest of your category
4. Why putting people at the centre of your marketing can strengthen both culture and client relationships
5. The role authenticity plays in building trust with prospects before a sales conversation even begins
6. How modern buyers research suppliers before they ever contact a company
7. Why curiosity and experimentation are becoming essential traits for marketers in a fast-changing landscape

Guest:

Lisa Macqueen is the CEO of Cleancorp, a national commercial cleaning business servicing some of Australia’s most recognisable brands. With a background in sales and marketing across global hotel and resort businesses, Lisa brought a fundamentally different mindset into an industry long defined by commoditisation.

Under her leadership, Cleancorp has grown into a people-first, values-led organisation, earning B Corp certification, national recognition as one of Australia’s best places to work and a reputation for doing things differently. Lisa is also a LinkedIn Top Voice, using her personal platform to share candid insights on building meaningful brands in unexpected places.

You can follow Lisa on LinkedIn.

Find Us Online:

1. James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
2. Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
3. Rocket Agency Website: https://rocketagency.com.au/
4. Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

1. Hardcover: https://amzn.to/30O63kg
2. Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.