Javier Lozano, Jr.

25/10/2025

Everyone’s obsessed with brand awareness.

“Let’s get our name out there.”

Sweet. I’m all for it. But what happens once they know your name?

Awareness without trust is useless. Trust converts. Trust is what makes people take action.

Brand isn’t just what people see, it’s what they believe. And belief comes from consistency.

- Consistency in how you communicate.
- Consistency in what you deliver.
- Consistency in the results you create.

You don’t build trust with a logo, cleaver social post, or an email. You build it with follow-through.

The brands that win in B2B aren’t the loudest, they’re the most reliable.

So before you chase more eyeballs, ask yourself:

“Would I trust my own brand to solve this problem?” If the answer’s no, that’s where the real work starts.

When people think of your brand, do they trust it, or just recognize it?

24/10/2025

I used to guard my playbook. Didn’t want anyone stealing my “secret sauce.”

Then I realized something that changed everything. When you teach, you don’t lose leverage. You create it.

The moment I started sharing my frameworks, the exact ones I use with clients, two things happened:
1️⃣ My thinking got sharper.
2️⃣ My credibility exploded.

Here’s how you should think about this...

People don’t hire you because they can’t do it. They hire you because you’ve already done it. And, they trust you’ll do it faster and better.

- Teaching creates authority.
- Authority builds demand.
- Demand builds pipeline.

Stop worrying about giving too much away. 99% of people will never execute it the way you do.

The 1% who will? They’ll respect you more for it.

I figured this out teaching martial arts and personal training for nearly 25 years. Then I figured it out (again) launching my podcast.

You are your secret sauce.

23/10/2025

Everyone wants a podcast, but few want to do the work that actually makes it valuable.

Most shows die because they’re built for downloads, not deal flow.

Here’s a great way to treat your future podcast.

1️⃣ Treat it like a GTM motion — Your guests are your target accounts. Invite prospects you’d love to work with.

2️⃣ Build a story framework — Every episode should ladder up to your category narrative. What you believe in, why it matters to you, and how you solve it.

3️⃣ Create the post-show pipeline — Follow-up calls → social content → nurture sequences. The real ROI happens after the mic turns off.

4️⃣ Repurpose like a system — One 30-minute episode = 10 clips, 3 posts, 1 newsletter, and a new relationship.

When you do it right, a podcast isn’t “brand awareness.” It’s brand acceleration.

The best part? It builds authority and access. Two things money can’t buy.

Do you have a favorite podcast that models this outline?

22/10/2025

Most founders think they have a lead problem.

They don’t. They have a focus problem.

Here’s the pattern I see every week...
→ Chasing anyone with a budget
→ Saying yes to everything
→ Burning out by end of quarter... each quarter.

If your ICP looks like “any company with 10+ employees,” you don’t have a strategy, you have desperation.

Here’s what you should fix:
1️⃣ Define outcomes, not titles. Who are you helping win? What does winning looking like?
2️⃣ Study signals. What behaviors and actions show they’re ready to buy?
3️⃣ Filter ruthlessly. Every “maybe” is stealing time from a “hell yes.”

When you stop marketing to everyone, you start resonating with someone.

Pipeline clarity = pipeline peace.

In one sentence, how would you describe your best-fit customer?

I’ll go first.

I help growth-minded founders and operators in B2B tech and commercial services, typically 11–200 employees, build predictable marketing systems that replace chaos with clarity and turn brand trust into revenue.

18/10/2025

Price objections usually mean one thing. You haven’t stacked enough perceived value.

Most companies sell features. Great companies sell outcomes. And then stack everything around them.

Here’s how I build a “Stack & Close” offer 👇

Lead with the main transformation. Make the outcome obvious, not the deliverable.

Add supporting value. Tools, templates, onboarding, training, guarantees, bonus calls, community access. Show how much friction you remove.

Assign value. Put a dollar next to each piece so the perceived total is 10× what you charge.

Anchor the decision. When you finally say the price, it feels cheap compared to the total stack.

That’s how you stop being “another vendor” and finally become the only obvious choice.

How are you currently stacking your offer to make competitors irrelevant?

16/10/2025

Most B2B companies treat content like lottery tickets.

Post a few blogs. Cross their fingers. Pray for leads.

That’s not content marketing. That’s content gambling.

Here’s the framework that actually compounds 👇

1️⃣ Research.
Talk to your customers. Audit competitors. Study search behavior. Most “content teams” skip this, then wonder why no one reads their stuff.

2️⃣ Create.
Write, record, design, or demo, but make it specific. Broad = ignored. Specific = shared.

3️⃣ Distribute.
If your sales team doesn’t know what marketing’s publishing, you don’t have a content engine, you have a library.

4️⃣ Optimize.
Double down on what compounds. Prune what doesn’t.

The best marketers don’t chase volume. They build momentum. One loop at a time.

What’s one part of your content process that needs more structure right now?

15/10/2025

Ten years ago, I thought “brand” meant logo, tagline, and tone. (face palm...) Now I know better.

Here’s what actually moves the needle when building brand. For your company or even your personal brand.

1️⃣ Consistency beats creativity. One clear message > 10 clever ones.
2️⃣ Story builds memory. People remember the narrative, not the tagline.
3️⃣ Brand ≠ design. It’s your reputation, not your color palette.
4️⃣ Internal buy-in matters. If your team doesn’t believe it, neither will your market.
5️⃣ Positioning is everything. If you don’t own a lane, someone else will.
6️⃣ Authenticity compounds. You can’t outsource being real.
7️⃣ Distribution > production. Great content dies without reach.
8️⃣ Repetition creates trust. People believe what they keep hearing.
9️⃣ Leadership drives voice. If the CEO’s silent, the brand is too.
🔟 Measurement matters. What gets tracked, grows.

Brand isn’t what you look like. It’s what people say about you when you’re not in the room.

If I’d learned that sooner, I’d have built authority 5× faster.

What’s one brand lesson you had to learn the hard way?

15/10/2025

Most people overthink personal branding. They want the perfect niche. The perfect tone. The perfect moment.

But here’s the truth. Clarity comes with consistency.

3 steps to help build your personal brand. I’ve done this on social and podcasts.

1️⃣ Start posting. Yep. I know it’ll be rough. Embarassing. Staring at blank screens. But you gotta start somewhere.

2️⃣ Keep posting. Even when it feels like no one’s watching. They are. They aren’t commenting. They aren’t liking. But they are watching. I promise.

3️⃣ Engage. You gotta network. You gotta talk to the people you want to work with. That’s also why it’s called social media.

You don’t need viral reach. You need visible credibility.

The goal isn’t followers. It’s familiarity. Because in B2B, people buy from the names (people) they recognize and trust.

What’s one trait you used to downplay that now defines your brand?

01/10/2025

Been a few years since I’ve pitched and closed.

And guess what??

Still got it. 😎

Don’t forget about Javy

20/09/2025

Here’s something most people overlook. Investors don’t just bet on numbers. They bet on momentum.

When we raised $16M in funding, it wasn’t just because of revenue growth. It was because we positioned the company as the leader in an antiquated industry.

How?

⭐️ Built predictable pipeline that showed growth was sustainable.

⭐️ Launched creative campaigns that got national attention (like wrapping my own F-250 and 25 other cars when Coach Prime came to Boulder 🦬).

⭐️ Partnered with Volkswagen of America to launch a graphics program for the ID. Buzz.

⭐️ Turned a boring industry into a buzz-worthy story.

That combination gave investors confidence we weren’t just another ‘company.’ Rather, we were a category leader.

And this is exactly why I’ve stepped into the Fractional CMO role at Bolder Media Co.

For many $10M to $50M B2B companies, the difference between staying flat and unlocking capital or acquisition opportunities is the right marketing leadership.

👉 If you’re scaling and preparing for funding, remember, it’s not only about hitting targets.

You gotta have a story to tell that demonstrates growth in a way the market (and investors) can’t ignore.

That’s what I do.

02/09/2024

26/07/2024

Probably one of the toughest things to do as a marketer is to create timeless content.

Nike is amazing at creating evergreen content.

Like their old school kicks, their ads never loose style. If anything, they get better! They age well.

Have you ever created content and looked back at it 6 months later and was like “WTF was I thinking?”

Yep. Been there. Still do that sometimes too. 😬

But that’s why good content. Copy. Creative. Strategy. It all takes time. Precise planning. And perfect ex*****on.

Be like the Air Max 90. Timeless.