The Underdog Strategy: Winning Against Industry Giants

Welcome to the CanadianSME Small Business Podcast, hosted by Maheen Bari. Today, we explore why modern growth marketing is no longer about collecting more tools, but about building smarter systems that deliver real customer value. Joining us is Elie Najm, Growth Marketing Manager at eZsign. Elie shares how businesses can simplify their tech stacks, strengthen positioning, and stay human in an AI-driven marketplace. Key Highlights Tech Stack Audit: Elie explains how businesses can identify wasteful marketing tools. Underdog Positioning: Elie shares how smaller brands can compete with larger players. Human-Centered Marketing: Elie highlights how trust becomes a competitive advantage in AI. Owner Mentality: Elie explains how ownership thinking improves customer experience. Customer-Centric ROI: Elie outlines how support and training impact long-term growth. Special Thanks to Our Partners: UPS: https://solutions.ups.com/ca-beunstoppable.html?WT.mc_id=BUSMEWA ADP Canada: https://www.adp.ca/en.aspx For more expert insights, visit www.canadiansme.ca and subscribe to the CanadianSME Small Business Magazine. Stay innovative, stay informed, and thrive in the digital age! To learn more about how we are supporting the ecosystem, please visit the CanadianSME Small Business Foundation at smbfoundation.ca. Disclaimer: The information shared in this podcast is for general informational purposes only and should not be considered as direct financial or business advice. Always consult with a qualified professional for advice specific to your situation