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Marketer-turned-CEO Craig Hammond can't turn off his marketing skillset, so he's still very involved in the overall strategy for Peejamas. But he's figured out how to outsource certain parts of the job to focus on the bigger picture. He shares: What to spend time on when it comes to making video content. Why they only run video ads. The importance of telling your story. Their bar for finding the right influencers. What to do about the rising cost of paid media. Show Notes a Links [3:30] The Peejamas foundational story. [5:40] When is the right time to start marketing? [7:30] How they created their first video (that people are still watching 2 years later). [14:34] How to navigate influencer marketing and find people that are the right fit for your business. [23:05] Their strategy for outsourcing certain parts of the business. [26:13] Why a well-defined funnel is critical. [32:29] What their future marketing plan looks like. The Ecommerce Marketing Show Home Peejamas Craig Hammond on Twitter Dave Gerhardt on Twitter