From hospitality and accountancy to marketing in the lubricant sector, Lisanne Hoolwerf brings a refreshing outsider’s lens to an industry often defined by tradition and technical jargon. In this episode, she shares her journey into lubricants, her passion for translating complex ideas into customer-centric stories, and why curiosity and consistency are her secret weapons.
Recorded live as part of the Beyond the Blend series, this conversation explores what happens when fresh perspectives meet a traditional industry and why marketers might just be the catalyst for change.
Key Takeaways
From Hospitality to B2B Storytelling
Lisanne’s early career in hospitality shaped her service mindset, stepping into the customer’s shoes and understanding how they perceive value. These lessons now drive her marketing approach.
Challenging Perceptions of the Lubricant Industry
Friends warned her against joining a “polluting industry,” but Lisanne discovered a world that keeps everything moving and a storytelling gap that needs to be filled.
The Translator Role
Lisanne frames marketing as “the translator between the product/service and the end user,” bringing clarity to complex, technical narratives.
Curiosity Over Credentials
With no technical background, Lisanne leaned into curiosity. Asking endless questions, listening closely, and shaping her own informed view of the industry.
Marketing’s Perception Problem
Too often, marketing is relegated to “making brochures.” Lisanne advocates for marketing’s role early in strategy. Crafting value-based messages that align technical excellence with customer relevance.
Making the Customer the Hero
She believes the industry must shift from product-first to customer-first storytelling. Positioning, speed of response, and narrative all need to reflect the buyer’s world, not just the companies.
Educating for the Future
Lisanne highlights the urgent need to tell better stories to attract new talent and challenge outdated perceptions, especially as the industry’s workforce ages.
Why Listen
If you’ve ever felt like an outsider in a technical industry, or if you believe marketing should be more than pretty brochures, this episode will resonate. Lisanne’s blend of curiosity, customer focus, and storytelling offers a clear blueprint for modernising how the lubricant industry communicates both internally and externally.
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