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Explore The ex-P&G marketer on why your best offer is the wrong opening line | Marc Rosenstock, Hansons with 15 views, 0 likes, and 0 comments. Experience the impact of this video content that has captured audience attention.

Marc Rosenstock spent 18 years in consumer packaged goods at Procter & Gamble and Kimberly-Clark before moving into medical devices, safety gear, and now home improvement. He's CMO at Hansons, which replaces windows, roofs, siding, gutters and bathrooms, and also owns Paramount Builders. His view: leading with the promotion converts worse than leading with the problem you're solving. People decide they want to work with you first. The deal comes second. — We got into how lead generation actually works in home improvement, where up to a third of spend can go on third-party unbranded leads, and why your brand still decides whether those leads ever pick up the phone. Plus the Clairol campaign that flopped, using AI to generate far more creative variants than they could before, and what Spartan Race does that turns customers into fans. — CHAPTERS 00:00 Intro 01:24 What Hansons actually does 04:15 How lead generation works in home improvement 06:13 Why up to a third of spend goes on third-party leads 08:20 Why brand decides whether a bought lead converts 10:26 Using organic social in an industry that mostly doesn't 13:15 Making a left turn: stopping the doom scroll 15:03 The Clairol dating site campaign 17:31 Why leading with the promotion doesn't work 18:30 Targeting in a squeezed economy 20:02 Using AI for creative variants and data analysis 22:56 Why AI is enabling his team, not replacing it 26:41 What changed in the turnaround at Hansons 30:03 National brand, local feel 31:59 Why your install crew is a walking billboard 34:15 What's next: cause marketing and metal roofs 36:01 The brands he admires, inside and outside the industry 38:42 What Spartan Race does that creates fans 41:41 Quickfire 45:08 Who he thinks I should interview next

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