Sep 21, 2026 · 29 min · 10 segments
Potomac's Chief Marketing Officer Christopher Norton shared how he came up with some of the firm's creative marketing campaigns.
Christopher NortonGuest
Allie ZendrianHost
When we first set out to do this, we made the decision that we were going to focus pretty much exclusively on top of the funnel brand recognition with our marketing and our content.
And that's a difficult thing for people to do, especially in this industry.
And when the answer is you will see it, but it's going to take two, three, four, five years to build that.
But we knew that if we were consistent in creating our content and getting our brand in front of people in different and unique ways, that it would build momentum and start to pay dividends.
So as you're going through that, and to your point, as people, they can see obviously what you're putting out there, but they can't necessarily correlate.
How do you have those tough conversations and say, but we have to keep going? I promise you, we will get there.
It is great when you have an example like we've been able to build here at Potomac because it was really three years heads down before we started to see real results from the work that we were doing.
And if you go look at some of our early YouTube videos, they still have like 15 views.
And the great thing about committing to a process for that long is you get better at it.
When you commit to the reps, you get better at talking to people, about being in front of the camera or behind the microphone.
And as the audience builds, you build that credibility to earn their attention.
When we first set out to do this, we made the decision that we were going to focus pretty much exclusively on top of the funnel brand recognition with our marketing and our content.
And that's a difficult thing for people to do, especially in this industry.
And when the answer is you will see it, but it's going to take two, three, four, five years to build that.
But we knew that if we were consistent in creating our content and getting our brand in front of people in different and unique ways, that it would build momentum and start to pay dividends.
So as you're going through that, and to your point, as people, they can see obviously what you're putting out there, but they can't necessarily correlate.
How do you have those tough conversations and say, but we have to keep going? I promise you, we will get there.
It is great when you have an example like we've been able to build here at Potomac because it was really three years heads down before we started to see real results from the work that we were doing.
And if you go look at some of our early YouTube videos, they still have like 15 views.
And the great thing about committing to a process for that long is you get better at it.
When you commit to the reps, you get better at talking to people, about being in front of the camera or behind the microphone.
And as the audience builds, you build that credibility to earn their attention.
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