Applying Psychology to Create Marketing Demand with Sheri Otto, Lane Strategies

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Content Matters

Compose.ly

28 episodes

1 day ago

Every day marketers sift through dozens of headlines, posts, and slacks telling us about the latest and greatest trend we should be following. It’s easy to feel overwhelmed and like you have to figure it out by yourself. But you don’t have to do it alone. Content Matters with Nicole MacLean (Compose.ly’s CRO) is your digital partner for filtering the trends and focusing on the content that matters most — creating connection that drive results. For more, head to our site: https://compose.ly/content-matters Produced in partnership with Share Your Genius: https://shareyourgenius.com/

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Marketing

Business

Applying Psychology to Create Marketing Demand with Sheri Otto, Lane Strategies

Content Matters

37 minutes

4 months ago

Applying Psychology to Create Marketing Demand with Sheri Otto, Lane Strategies

What happens when a full-time growth marketer builds a thriving consultancy on the side?

Sheri Otto, Founder and CEO of Growth Lane Strategies, joins Nicole to share her nonlinear path—from HubSpot to launching her own boutique firm. She talks about balancing motherhood, marketing, and momentum along the way. In this conversation, Sheri breaks down how behavioral science, neural coupling, and her love of templates drive demand gen. She also explains why storytelling might just be your most powerful sales tool.

In this episode, you’ll learn:

Storytelling as Strategy: How to create emotional buy-in with neural coupling
Behavioral Science in Action: Simple psychology tools to drive conversions
Turning the Page: How to embrace your past roles without being defined by them

Things to listen for:

(00:00) Intro

(01:28) Balancing multiple roles and context switching

(03:09) The importance of templates and AI in high-performance roles

(05:09) Embracing your story and personality types

(16:47) Navigating corporate politics and differentiating yourself

(20:18) Transition to meaningful work

(20:52) Understanding company needs

(22:01) Tech stack insights

(22:46) Behavioral science in marketing

(29:27) The power of storytelling

Resources:

Connect with Sheri: https://www.linkedin.com/in/sheriotto/
Learn more about Growth Lane Strategies: https://www.growthlanestrategies.com
Connect with Nicole: https://linkedin.com/in/nicolemmaclean/
More from Compose.ly: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
Learn more about our sponsor, Apollo, here: https://apollo.io