Episode Summary
Lori Asbury, founder of CMOco, brings a high-caliber background in media and marketing to the small business world. Formerly a senior executive with roles at FOX and HGTV, Lori shares her journey from corporate upheaval to launching a thriving agency focused on fractional CMO services for companies without in-house marketing leadership.
In this episode, Lori and Russel cover:
- How Lori turned a job loss into entrepreneurial opportunity
- The critical lessons from running a business during COVID
- What it means to reinvent yourself and your business at every stage
Agency Info
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Company: CMOco
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Guest: Lori Asbury
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Year Started: 2011
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Employees: 11-25
I walked away from a big salary and great benefits but I got to be there for my kids. I’d make that trade every time.
Lori Asbury
Key Takeaways
Resilience in the Face of Uncertainty
When Lori lost her job at HGTV, she didn’t panic—she pivoted. Rather than chasing another corporate role, she chose stability for her children and autonomy for herself. Her decision was equal parts courage and calculation—made possible by years of experience and an MBA from Cornell. Lori designed CMOco around her values: flexibility, control, and excellence. As a single mom, her business allowed her to be present for her kids while growing a high-impact agency.
Innovation Through Crisis: The COVID Pivot
CMOco didn’t just survive the pandemic—it innovated through it. Lori tapped her network, partnered with a medical supply company, and created a new revenue stream selling COVID swabs. She also launched a white-label program to help other businesses offer marketing services under their own brand, unlocking new revenue for both sides.
The Power of Reinvention
Now 14 years in, Lori is re-evaluating her agency’s positioning to prepare for long-term growth and potential transition. With her children heading off to college, she’s aiming to grow the agency’s revenue significantly—without sacrificing her values.
“What we’ve done in the past has worked well, but it won’t elevate us to where I want to be.”
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