How to Break the Rules, Succeed in Business, and Start a (Cupcake) Revolution

Entrepreneur and reality TV star Lori Joyce joins the Podcast to tell the story of how she and her partner built a company and started a revolution by breaking the three most important rules of business.

September 27, 2017

Sophisticated Marketer's Podcast: Lori Joyce

Editor's Note: A version of this post originally appeared on LinkedIn Marketing's EMEA blog.

You may not realise it, but you are in the middle of one of the UK’s most important national events. This is National Cupcake Week – and that makes the latest episode of The Sophisticated Marketer’s Podcast perfectly timed. There is nobody better to celebrate cupcakes with than Lori Joyce.

Lori is best known as one of The Cupcake Girls, two 27-year-old best friends who broke all of the rules about starting a business, created a hit reality TV show, and started a baking trend that still defines snacking habits across America. And all this despite neither one of them knowing how to bake. A growing number of food retailers also know Lori as the CEO of Betterwith, a business that’s fearlessly taking on the established brands in the ice cream category. It’s a great story – but listen to the latest episode of The Sophisticated Marketer’s Podcast, and you’ll realise that it’s just the start. There’s a lot, lot more to Lori Joyce. And it’s worth any B2B marketer hearing the full tale.

We’re releasing this episode of the podcast in two parts. This is partly because Lori is such entertaining company that it would be robbing you to cut down our conversation to one half-hour episode. It’s also because there are two very distinct elements of Lori’s experience – and both are equally inspiring.

Click on the link below to hear the first part of Lori’s journey – how the idea to start a cupcake bakery began with the need to raise her and her friend Heather’s spirits when working at Ground Zero; how cultivating relationships with the local media helped the pair to spot a huge content marketing opportunity; how far people are prepared to travel for her cupcakes (you’d be surprised) – and how devoted the likes of Lucy Liu and The Rock are to quality baking.

Then scroll down for more of the Lori Joyce story – and why you’ll want to keep an eye out for the second part of this episode.

Lori is an entrepreneur who’s succeeded against the odds, and proved that you can make up your own rules as you go. However, she is also an exceptionally smart and savvy B2B marketer. She may see herself primarily as a salesperson, but she has an instinct for brand positioning, authenticity and customer experience that any marketing department yearns for. In fact, one of the most fascinating things about Lori is the way she embodies the best of sales and the best of marketing simultaneously. She’s the concept of smarketing in human form.

In the second part of this episode, we’ll be focusing on Lori’s B2B marketing approach, her strategy for shaking up the ice cream sector – and her belief that some of the most established brands on the planet can still be challenged by an authentic business with a genuine story to tell. It’s another inspiring conversation – and I can’t wait to share it with you. We’ll be posting it on the blog in the next few days.

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