The Revenue-Driven CMO: Recent Episodes
Chris Mechanic
The Revenue-Driven CMO with Chris Mechanic helps B2B and B2C marketing leaders alike solve the new strategic issues they face in today's market. Through insight-filled interviews, we unpack the best marketing secrets of today's top Chief Marketing Officers and marketing experts. Learn how the best marketers in the business today are driving efficient revenue growth for their organizations.
Past guests have included CMOs from companies such as HubSpot, ZoomInfo, Gong, National Debt Relief, and more. Subscribe to get in-depth interviews with actionable takeaways delivered to your inbox every week.
How can the team and authentic leadership in marketing drive growth and brand transformation?
In this episode of The Revenue-Driven CMO, I have the pleasure of speaking with Justin Steinman, Chief Marketing Officer at Ensora Health, a leader in healthcare marketing and brand development. Justin, with his extensive background in marketing and product development, shares invaluable insights into the power of authenticity in leadership and marketing communications.
We dive into the strategic rebranding of Therapy Brands to Ensora Health, exploring the rationale behind the transformation and the new brand strategy of integrating multiple legacy products. Justin highlights the importance of comprehensive research and a collaborative approach in crafting a new identity that resonates with both customers and internal teams.
Throughout our conversation, Justin emphasizes the importance of empowering great teams and fostering an authentic approach to marketing leadership. His insights provide actionable guidance for CMOs and marketing leaders who are looking to lead their companies through successful brand transformations and elevate their marketing efforts.
Key takeaways include:
- The role of authenticity in leadership and marketing communications.
- The strategy behind a successful rebrand and integrating multiple legacy products.
- How building and empowering strong teams can lead to marketing success.
- The importance of collaboration and research in brand development.
If you're a CMO or marketing leader in any industry, this episode is packed with actionable strategies for driving growth, brand evolution, and leadership success. Whether you're leading a rebrand, empowering your team, or looking to refine your marketing playbook, Justin’s insights will help you navigate the complexities of modern marketing and lead with authenticity.
Quote of the Show:
”If you can't explain what you're selling to your spouse or partner across the dinner table, then you're probably marketing it wrong.” - Justin Steinman
Connect with Justin:
- LinkedIn: https://www.linkedin.com/in/justinsteinman/
- Company website: https://ensorahealth.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
How can creative leadership and data-driven strategies transform marketing for business growth?
In this episode of The Revenue-Driven CMO, I sat down with Maggie Lower, Chief Marketing Officer at ABC Fitness. With a remarkable career spanning leadership roles at global brands like Bank of America, Hootsuite, and Cision, Maggie brings a wealth of experience to the table. She dives deep into the power of blending creativity with data-driven marketing, sharing her journey and insights on elevating brand strategy at ABC Fitness.
Maggie highlights the importance of product marketing, talent acquisition, and embracing AI to innovate fitness offerings. She also discusses how diversity in marketing campaigns can foster emotional connections with customers. From the evolving role of fitness in consumers’ lives to the industry challenges that come with rapid change, Maggie offers actionable advice for marketers looking to stay ahead of the curve.
Key Topics Covered:
- How blending creativity with data-driven approaches drives marketing success.
- The role of AI in modern marketing and its impact on fitness brands.
- Making diverse faces visible in campaigns to foster emotional connections.
- Navigating the challenges and opportunities in the fitness industry.
Watch this video to discover how these strategies can propel your marketing efforts and foster business growth!
Whether you're a marketer, CMO, or business leader, this episode is packed with practical advice to help you take your marketing strategies to the next level. Don't forget to like, comment, and subscribe for more expert insights on revenue-driven marketing and brand success.
Quote of the Show:
”If everybody gives you a thumbs up, you probably haven't pushed yourself enough.” -Maggie Lower
Connect with Maggie:
- LinkedIn: https://www.linkedin.com/in/maggiemlower/details/experience/
- Company website: https://abcfitness.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#MarketingStrategy #DemandGeneration #BrandStorytelling #BusinessGrowth #DigitalMarketing #MarketingTips #BrandAwareness #LeadGeneration #ContinuousLearning #MarketingAlignment #MarketingInnovation
How can strong brand marketing and creative flexibility drive business growth and success?
In this episode of The Revenue-Driven CMO, I sat down with Jen Rapp, CMO at Superside. She is a seasoned marketing leader with over 20 years of experience at top brands like DoorDash, Klaviyo, Tom's, and Patagonia. Jen discusses the keys to her success, including aligning with company founders' visions, working for brands where she is the target customer, and the importance of brand marketing in driving growth.
Jen shares her insights on navigating IPOs, brand evolution, and creative flexibility, offering invaluable advice for marketers seeking to elevate their strategies. She also talks about her recent work at Super Side, leading a major rebrand to position the company as a leader in AI-powered creative services for enterprise clients.
Key Topics Covered:
- How aligning with a company's mission and vision fuels marketing success.
- The role of brand marketing and creative flexibility in driving growth.
- Navigating IPOs and building a strong brand presence.
- Superside’s rebrand and positioning as an AI-driven creative service.
- The importance of understanding the target customer in marketing decisions.
Watch this video to learn how these strategies can elevate your own marketing approach and drive growth!
Whether you're a marketer, CMO, or business leader looking to level up your marketing game, this episode is full of actionable insights. Don’t forget to like, comment, and subscribe for more expert advice on revenue-driven marketing and brand success.
Quote of the Show:
”I think it's cool to be a fan. I think it's cool to engage with brands and to engage with the leaders of those brands.” - Jen Rapp
Connect with Jen:
- LinkedIn: https://www.linkedin.com/in/jen-rapp-3234aa10/
- Company website: http://www.superside.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#MarketingStrategy #DemandGeneration #BrandStorytelling #BusinessGrowth #DigitalMarketing #MarketingTips #BrandAwareness #LeadGeneration #ContinuousLearning #MarketingAlignment #MarketingInnovation
How can a human-centric approach in marketing drive client engagement, trust, and success?
In this episode of Revenue-Driven CMO, host Chris Mechanic interviews Cammie Doder, the Chief Marketing Officer at Aspiriant, to explore how a human-centric marketing approach can drive client engagement, build trust, and ensure long-term success. Discover the power of understanding individual client needs, leveraging real-life personas in marketing, and implementing a client-intimacy model that fosters stronger relationships with high-net-worth clients.
Cammie shares her expertise on Aspiriant's unique marketing strategies, emphasizing the creation of relatable, user-friendly content tailored to clients. Learn how AI, evolving technologies, and organizational alignment play a crucial role in shaping successful marketing campaigns.
Key Topics Covered:
- How to create personalized, human-centric marketing strategies.
- The importance of client intimacy and using real-life personas in marketing.
- How AI and evolving technologies are transforming marketing efforts.
- Aligning organizational culture with marketing strategies for stronger client relationships.
- Building trust and fostering long-term client engagement through personalized marketing.
Watch this video to learn how you can apply these strategies to enhance your own marketing approach and drive real results!
If you're a marketer, business leader, or CMO looking to improve client engagement, elevate your marketing strategies, or stay ahead of digital marketing trends, this episode is packed with actionable insights. Don’t forget to like, comment, and subscribe for more expert insights on revenue-driven marketing strategies.
Quote of the Show:
”As marketers we have to be reminded that it's really humans at the end that are consuming our products. So really thinking about one person at a time and really being mindful.” - Cammie Doder
Links:
- LinkedIn: https://www.linkedin.com/in/cammiedoder/
- Company website: https://aspiriant.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#MarketingStrategy #DemandGeneration #BrandStorytelling #BusinessGrowth #DigitalMarketing #MarketingTips #BrandAwareness #LeadGeneration #ContinuousLearning #MarketingAlignment #MarketingInnovation
How can aligning your marketing strategy with investor expectations, hiring the best team, and focusing on customer marketing drive growth and success in B2B companies?
In this episode of The Revenue-Driven CMO, I have the pleasure of speaking with Tamir Sigal, Chief Marketing Officer at Trintech, where we explore the key strategies for successful B2B marketing. With his wealth of experience in increasing market valuations, developing high-performing teams, and creating powerful marketing campaigns, Tamir shares invaluable insights on how marketing leaders can position their organizations for long-term growth.
We dive deep into the critical importance of aligning your marketing efforts with investor KPIs, how to hire and manage the best teams, and why focusing on customer marketing is essential for B2B success. Tamir also discusses how Trintech is revolutionizing the finance and accounting functions for businesses, both in the enterprise and SMB markets.
In our conversation, we also explore the evolving role of AI in B2B marketing, and how maintaining a human element in customer interactions is more important than ever. Tamir’s insights on balancing technology with personal touch provide actionable takeaways for anyone in the marketing field.
Key takeaways include:
- The importance of aligning marketing strategies with investor expectations.
- How to build and lead high-performing marketing teams.
- Why customer marketing should be a top priority for B2B companies.
- The role of AI in modern marketing and the need for a human touch in customer relationships.
If you're a B2B marketer or marketing leader, this episode is packed with actionable insights to help you drive business growth, increase customer satisfaction, and make a meaningful impact with your marketing strategies.
Quote of the Show:
” If you want something really to get done, you gotta limit the number of 'Ands'. ” -Tamir Sigal
Connect with Tamir:
- LinkedIn: https://www.linkedin.com/in/tamirsigal/
- Company website: http://www.trintech.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#CommunityBuilding #B2BMarketing #CustomerSuccess #MarketingStrategy #RevenueGrowth #SaaSMarketing #ChiefMarketingOfficer #RevenueDrivenCMO
How can empathy and AI-driven strategies in marketing drive customer success, brand loyalty, and long-term growth?
In this episode of Revenue Driven CMO, I had the pleasure of speaking with Carolyn Sarnoff, the CMO of Pattern, as she shares her journey from e-commerce manager at Amazon to her current role at Pattern. Carolyn emphasizes the critical role of empathy in both marketing and leadership, arguing that understanding the emotional and practical challenges of clients is key to creating authentic and effective marketing strategies.
We dive deep into Pattern’s unique business model, which includes purchasing inventory from brands to help them navigate e-commerce marketplaces. Carolyn discusses how leveraging both AI and human creativity in marketing can lead to more innovative and efficient strategies. She also highlights the importance of creating non-transactional interactions with clients, building genuine communities, and fostering long-term relationships that go beyond simple sales.
Key takeaways include:
- The importance of empathy in marketing and leadership for building authentic client relationships.
- How AI and human creativity can work together to enhance marketing strategies and improve efficiency.
- The role of non-transactional interactions and community building in long-term customer success.
- How Pattern’s unique business model supports brands in navigating the complexities of e-commerce marketplaces.
If you're a B2B marketer or leader looking to enhance your brand’s marketing strategy, improve customer engagement, and build lasting relationships, this episode is packed with valuable insights and actionable strategies. Tune in to learn how you can leverage empathy, AI, and creative solutions to drive business growth and success.
Quote of the Show:
”Showing empathy and understanding the challenges that someone is going through is going to help your messaging resonate so much better.” -Carolyn Sarnoff
Connect with Carolyn:
- LinkedIn: https://www.linkedin.com/in/carolyn-sarnoff-a844991/
- Company website: https://www.pattern.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
How can digital accessibility in marketing empower businesses and drive growth?
In this episode of The Revenue-Driven CMO, I sat down with Ian Lowe, CMO of Level Access, to explore how prioritizing digital accessibility can not only create inclusive experiences but also help businesses thrive. With over 20 years of experience, Ian shares his journey from developer to CMO and emphasizes the crucial role accessibility plays in modern marketing strategies.
Ian discusses the growing importance of digital accessibility, particularly for those with disabilities, and how it impacts business growth. We dive into the strategies behind creating scalable content and marketing engines that integrate quality with quantity. Ian also shares his approach to using AI as a writing partner and leveraging SEO to capture active intent.
Throughout our conversation, we touch on Level Access’s mission to ensure digital experiences are accessible to all and the legal considerations surrounding accessibility. Ian also discusses the future of digital marketing, including the evolving role of influencer marketing in driving awareness and engagement.
Key takeaways include:
- The importance of integrating digital accessibility into your marketing strategy.
- How scalable content and AI can enhance marketing efficiency.
- The legal implications and business benefits of accessibility.
- The role of influencer marketing in expanding reach and customer engagement.
If you're a marketing leader, CMO, or business owner, this episode provides actionable insights to help you drive long-term growth through accessible and inclusive marketing strategies. Whether you're looking to optimize your content creation process or ensure compliance with accessibility standards, Ian’s insights will provide valuable takeaways to elevate your business.
Quote of the Show:
”Accommodations for people with disabilities tend to make things better for everyone.” -Ian Lowe
Connect with Ian:
- LinkedIn: https://www.linkedin.com/in/idlowe/
- Company website: https://www.levelaccess.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#DigitalAccessibility #InclusiveMarketing #AccessibilityMatters #MarketingStrategy #RevenueGrowth #ChiefMarketingOfficer #RevenueDrivenCMO
How can a five-step marketing strategy drive B2B growth, improve sales alignment, and leverage market insights?
In this episode of The Revenue-Driven CMO, I sit down with Elyssa Steiner, the CMO of Cantaloupe, a leader in self-service commerce technology. Together, we dive into Elyssa’s proven five-step strategy for driving business growth through marketing—designed to fuel product adoption, boost customer success, and ensure long-term impact.
Elyssa shares her expert insights on building effective marketing strategies by understanding your audience, researching the total addressable market (TAM), and prioritizing high-value products. She highlights the importance of creating comprehensive playbooks and continuously gathering feedback to refine strategies and sustain growth.
During our conversation, Elyssa also talks about the value of listening to sales teams and how leveraging TAM data can help make more informed, strategic decisions. With over a decade of experience, she emphasizes the need for strong collaboration between sales and marketing teams while staying closely connected to market trends and customer feedback.
Key takeaways include:
- How to align sales and marketing teams for stronger, more effective collaboration.
- The importance of understanding your audience and researching your total addressable market (TAM).
- How prioritizing high-value products can accelerate growth.
- The role of playbooks and continuous feedback in refining marketing strategies.
- Actionable tactics for leveraging market insights to make strategic decisions.
If you're a marketing leader in B2B, SaaS, or tech, this episode is packed with valuable insights and strategies to help you build more effective, growth-oriented marketing initiatives. Whether you’re looking to improve product adoption, refine your marketing approach, or foster deeper collaboration with sales, this discussion will give you the tools and knowledge to drive long-term success.
Quote of the Show:
” I firmly believe that marketing drives the growth of the business by taking the lead and really aligning every department to a shared goal.” -Elyssa Steiner
Connect with Elyssa:
- LinkedIn: https://www.linkedin.com/in/elyssasteiner/
- Company website: https://www.cantaloupe.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
How can creativity and breaking away from formulaic marketing drive better results in B2B advertising?
In this episode of The Revenue-Driven CMO, I sit down with Katie McAdams, the Chief Marketing Officer at BASIS Technologies, as we explore the critical role of creativity in B2B advertising. With over 20 years of experience in digital marketing and advertising, Katie shares how breaking the mold and moving away from formulaic marketing strategies can lead to unexpected and highly successful outcomes.
The conversation also delves into the impact of this weekend’s Super Bowl LIX ads, discussing the effectiveness of various commercials, including creative disruptors and tearjerkers, and their relevance to modern marketing approaches. We analyze what makes these ads stand out and why they continue to be an essential part of the marketing conversation.
Katie highlights the success of their landmark Golden Age campaign, which used geo-targeted ads and high-quality production to capture the attention of their target audience. We dive into how creative marketing campaigns can stand out, the integration of marketing efforts across departments, and how businesses can maintain employee morale even in tough times. Additionally, Katie provides actionable advice for marketing leaders in more conservative industries, emphasizing the importance of collaboration, early stakeholder involvement, and leveraging internal resources.
Key takeaways include:
- The power of creativity and breaking from traditional B2B marketing formulas.
- How geo-targeted ads and high-quality production can grab your audience’s attention.
- Integrating marketing efforts for a more cohesive strategy.
- Strategies for maintaining employee morale during challenging times.
- Actionable advice for marketing leaders in conservative industries, focusing on collaboration and stakeholder involvement.
- An analysis of the impact and effectiveness of Super Bowl ads in modern marketing.
If you’re a B2B marketer looking for new ways to innovate and drive results, or a marketing leader navigating difficult times, this episode is filled with practical insights and strategies to help you lead with creativity and confidence.
Quote of the Show:
”If you lean into creativity — in a way, that really sets you apart and helps you stand out from all the other competitors and companies in the B2B space.” - Katie McAdams
Connect with Katie:
- LinkedIn: https://www.linkedin.com/in/katierischmcadams/
- Company website: http://www.basis.com
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#CreativeMarketing #B2BMarketing #CustomerSuccess #MarketingStrategy #RevenueGrowth #SaaSMarketing #ChiefMarketingOfficer #RevenueDrivenCMO
How can YouTube be leveraged as a powerful marketing tool for B2B brands?
In this episode of The Revenue-Driven CMO, I dive into how YouTube can be a game-changer for B2B marketing. With its massive reach, advanced targeting capabilities, and cost-effective advertising solutions, YouTube offers incredible potential for brands looking to connect with their audience in a meaningful way.
I'll walk you through the essential strategies to create effective YouTube campaigns, from producing compelling ads to utilizing advanced tracking and analytics. I’ll also share insights on how to optimize the post-click experience to maximize audience engagement and drive conversions. Plus, I’ll give you practical tips on crafting irresistible offers and setting up campaigns step-by-step to unlock YouTube's untapped opportunities.
As YouTube continues to grow in importance as a marketing tool, I encourage you to get ahead of the curve and take advantage of the platform’s current value before it becomes more competitive. Early adoption of YouTube marketing tactics can provide a huge advantage for brands looking to stand out in a crowded digital space.
Key takeaways include:
- How to create impactful YouTube campaigns that engage your target audience.
- Advanced tracking and analytics to measure your campaign success.
- The importance of optimizing the post-click experience for higher conversions.
- Practical tips for crafting compelling offers and setting up successful campaigns.
- Why early adoption of YouTube as a marketing tool can give your brand a competitive edge.
If you're a B2B marketer looking to take your brand's YouTube strategy to the next level, this episode is filled with valuable insights and actionable strategies to help you succeed.
Connect with Us:
- LinkedIn: https://www.linkedin.com/in/chrismechanic/
- Revenue-Driven CMO LinkedIn: https://www.linkedin.com/company/the-revenue-driven-cmo/
- Level website: http://www.level.agency
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#B2BMarketing #CustomerSuccess #MarketingStrategy #RevenueGrowth #SaaSMarketing #ChiefMarketingOfficer #RevenueDrivenCMO
How can building high-performing teams transform your marketing strategies for long-term success?
In this episode of The Revenue-Driven CMO, I have the pleasure of speaking with Jonathan Dale (JD), VP of Marketing at Phenom. JD shares his extensive experience in product marketing and management, and we dive into the critical role of building and mentoring high-performing teams.
JD takes us through his career journey, from struggling as a computer science student to becoming a key leader at Fiberlink, IBM, and now Phenom. We explore how he successfully scaled marketing teams and cultivated a high-performance culture by focusing on team dynamics, environmental fit, and leadership strategies that inspire extraordinary results.
We also discuss Phenom’s innovative AI-driven HR solutions, and how they’re leveraging cutting-edge technology to transform human resources. JD shares actionable strategies for scaling marketing efforts through impactful events, original research, and strategic leadership.
Key takeaways include:
- The importance of building and mentoring high-performing teams for business success.
- How to foster a strong team culture and ensure the right environmental fit.
- Leadership strategies that inspire teams to achieve extraordinary results.
- Effective marketing strategies for scaling through events and original research.
If you’re a marketing leader or an HR professional looking for insights on team dynamics, leadership, or AI-driven business solutions, this episode is a must-listen. Whether you're scaling teams or optimizing marketing efforts, JD’s strategies will provide you with the tools to drive growth and success.
Subscribe to The Revenue-Driven CMO for more expert interviews and actionable insights on leadership, marketing, and business growth.
Quote of the Show:
”I've been very fortunate to understand the value of amazing teams and the ability to build, mentor, coach, and deliver to those teams, like teams that can step up and absolutely run through walls, and then get up, hydrate and run through another wall and keep doing it.” - Jonathan Dale
Connect with Jonathan:
- LinkedIn: https://www.linkedin.com/in/jonathanmdale/
- Company website: https://www.phenom.com/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
How can community building in B2B marketing drive customer success, product adoption, and long-term growth?
In this episode of The Revenue-Driven CMO, I have the pleasure of speaking with Derek E. Weeks, the CMO of Katalon and a five-time CMO with an impressive track record of successful exits. Together, we dive deep into the growing importance of community building in B2B marketing and how companies can foster genuine, value-driven relationships with their audiences without relying on direct product pitches.
Derek shares his wealth of experience building and nurturing communities at Sonatype and Katalon. We explore the key principles behind creating authentic connections—whether it’s through consistent, helpful engagement or offering valuable content that doesn’t focus on sales. Derek’s insights shed light on how community-driven strategies can lead to more loyal customers, increased product adoption, and long-term business success.
In our conversation, we also discuss the economic advantages of community-based marketing, including how free training and certification programs can boost customer engagement and accelerate product adoption. Derek emphasizes the importance of building trust through genuine interactions and shares actionable strategies that can help you start building stronger, more engaged communities around your brand.
Key takeaways include:
- How to build authentic communities that don’t rely on direct sales tactics.
- The economic advantages of community-driven marketing strategies in B2B environments.
- The power of free training and certification programs to increase engagement and adoption rates.
- Consistency and genuine helpfulness as core principles for long-term success in community-building.
If you’re a B2B marketer or a leader in the SaaS space, you’ll find this episode packed with valuable takeaways. Whether you're looking to strengthen customer relationships, drive growth, or create a lasting impact, this discussion will give you the tools and insights to implement a successful community-building strategy.
Quote of the Show:
” There is no wrong time for community.” -Derek E. Weeks
Connect with Derek:
- LinkedIn: www.linkedin.com/in/derekeweeks/
- Twitter: www.x.com/weekstweets
- Company Website: https://katalon.com/
- Book: https://unfairmindshare.com/book
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
#CommunityBuilding #B2BMarketing #CustomerSuccess #MarketingStrategy #RevenueGrowth #SaaSMarketing #ChiefMarketingOfficer #RevenueDrivenCMO
In this episode, leading marketing professionals share their expert insights and proven strategies for achieving success in today’s fast-paced and competitive business world. From understanding content market fit to the value of direct communication with customers, our guests cover key elements that drive growth and maximize marketing ROI.
Discover how market orientation, interfunctional coordination, and a clear understanding of customer wants versus needs can elevate your marketing strategy. Learn about the challenges of branding and positioning at established companies, the importance of building the right marketing team, and how to foster predictability in your marketing efforts.
Our experts also explore the significance of creating simple, clear value propositions, the power of generosity in marketing, and building a high-performance marketing team that thrives around the clock. Whether you're a CMO, marketing leader, or looking to boost your marketing strategies, this episode offers actionable insights to help you align your marketing efforts with your company’s revenue goals.
Don’t forget to like, subscribe, and hit the notification bell for more actionable tips and insights from top marketing professionals on how to drive revenue with smart marketing strategies!
Connect with Featured Guests:
0:20 Adam Robinson: https://www.linkedin.com/in/retentionadam/
4:55 Courtney Gould Miller: https://www.linkedin.com/in/courtney-gould-miller-7661017/
7:46 Dawn Mueller: https://www.linkedin.com/in/dawnmueller/
12:02 Emeric Ernoult: https://www.linkedin.com/in/ernoult/
16:37 Greta Wilson: https://www.linkedin.com/in/gretawilson/
22:44 Haleigh Forbes: https://www.linkedin.com/in/haleigh-forbes-b715a825/
27:35 John Schneider: https://www.linkedin.com/in/schneider/
32:46 Karl Van den Bergh: https://www.linkedin.com/in/karlvandenbergh/
35:38 Melissa Wright: https://www.linkedin.com/in/melissa-wright-b70bb58/
39:32 Wendy White: https://www.linkedin.com/in/wendywwhite/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Chapters
0:00 - Intro
0:20 - Adam Robinson, Founder & CEO of RB2B
4:55 - Courtney Gould Miller, President of Commercial Markets at Tribute Technology
7:46 - Dawn Mueller, CMO at Vitech Systems Group
12:02 - Emeric Ernoult, Founder & CEO of Agorapulse
16:37 - Greta Wilson, VP of Marketing at Pitney Bowes
22:44 - Haleigh Forbes, VP of Marketing & Online Experience at American Public Education, Inc. (APEI)
27:35 - John Schneider, CMO of Betterworks
32:46 - Karl Van den Bergh, CMO of Gigamon
35:80 - Melissa Wright, CSO & CMO of American Pacific Mortgage
39:32 - Wendy White, CMO of Daxko
How can blending brand storytelling with demand generation drive business growth and optimize marketing performance across all stages of the buyer's journey?
In this episode of Revenue Driven CMO, global marketing executive Andy Weiss shares his expertise in driving business growth through strategic brand storytelling and demand generation. He discusses the complexities of marketing attribution and advocates for a holistic approach that combines brand awareness with bottom-funnel metrics to optimize performance across all stages of the buyer’s journey.
Andy introduces the concept of "brand gen," blending brand storytelling with demand generation to create a unified strategy that drives results across all marketing channels. The conversation covers the evolution of marketing structures, challenges in measuring ROI for brand efforts, and the importance of continuous learning in today’s rapidly changing landscape.
Drawing from his experience at Ceipal, a leading talent and staffing software company, Andy highlights their shift from a direct-response focus to incorporating more brand-driven initiatives, showcasing how integrating storytelling into every marketing activity can fuel long-term business growth.
Tune in for actionable insights on balancing brand-building and performance marketing to drive measurable success and build a strong, impactful brand!
Key Takeaways: 1. Blend Brand and Demand Generation: Learn how to strike the right balance between brand storytelling and demand generation to drive both awareness and conversions. 2. Embrace Data-Driven Storytelling: Use internal data to craft engaging, educational content that resonates with your audience and supports your narrative across all marketing channels. 3. Align Marketing with Business Goals: Ensure your marketing campaigns align with overall business objectives to directly contribute to growth and profitability. 4. Always Be Learning: Foster a culture of continuous learning within your team to improve marketing strategies and better understand how to support your organization’s success. 5. Break Down Silos: Understand the importance of collaboration between brand marketing and demand generation teams to enhance campaign effectiveness. 6. Manage the Blend: Focus on the overall impact of your marketing mix instead of just cost per lead to gain a clearer picture of your efforts’ effectiveness. 7. Optimize Engagement Across Touchpoints: Learn how to leverage multiple touchpoints—such as newsletters, podcasts, and social media—to nurture leads and build lasting relationships.
By incorporating these strategies into your marketing approach, you can drive better results, increase conversions, and build a strong brand presence. Don't miss these essential insights for marketers looking to elevate their strategies and achieve sustainable growth!
Quote of the Show:
”One of the biggest challenges, from a marketing standpoint is we tend to put the brand storytelling in this box where it's pretty pictures, big budgets and high production values. No, I think there's an opportunity at every turn.” -Andy Weiss
Connect with Andy:
LinkedIn: https://www.linkedin.com/in/weissandy/
Website: https://www.linkedin.com/company/ceipal/
Ways to Tune In:
Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Want to discover proven marketing strategies to boost revenue, drive successful campaigns, and stay ahead of the competition?
In this episode of Revenue Driven CMO, we sit down with marketing expert Ari Osur, former CMO of iCIMS. He is a seasoned leader with a proven track record at top companies like eBay, NBA, Epsilon, Forrester, and ADP. Ari tackles the current challenges facing marketers, including rising marketing costs, and how leveraging intent data and job mover data can fuel more targeted, high-impact campaigns. He emphasizes the value of taking calculated risks and remaining agile in a rapidly changing marketing environment.
This episode is packed with actionable insights for any marketing professional looking to level up their strategy and drive revenue growth. Don’t miss this opportunity to learn from one of the industry’s best!
They dive deep into essential marketing principles that drive success, including:
- 9:13 Know the business, be a true partner. INVERSE: Don’t be self-servicing, or live in a silo. In marketing, it’s critical to understand the broader context in which your company operates. This means gaining a deep understanding of the business goals, challenges, and how marketing fits into the overall strategy. A true marketing partner is proactive in aligning efforts with sales, product, finance, and other departments to ensure everyone is working toward the same objectives.
- 13:50 If you have to fly blind, stay out of the air. INVERSE: Don’t launch campaigns without proper tracking, know that spend must be justified, invent a metric if you have to. Launching campaigns without tracking is risky because it’s impossible to measure success or understand what’s working. Every marketing spend should be justified with measurable outcomes. It’s better to hold off until you have a proper strategy, metrics, and tracking in place to measure success.
- 19:13 Celebrate failures. INVERSE: Don’t sugarcoat performance and avoid taking healthy risks. Failure is inevitable in marketing, but it can be one of the most valuable learning experiences. When things don’t work as planned, it’s important to acknowledge the failure, understand what went wrong, and use the experience to improve future efforts. Celebrate the lessons learned and encourage a culture of experimentation and risk-taking.
- 21:58 Don’t be a squirrel. INVERSE: Embrace the spirit of sharing. Sharing ideas, insights, and challenges with your team and across departments is essential. Embrace collaboration and be open to feedback. By working together and staying aligned, marketers can deliver more impactful campaigns that are well-supported across the business, rather than constantly jumping between unrelated ideas or initiatives.
- 32:22 Go outside, in. INVERSE: Don’t fall in love with yourself. Adopting an "outside-in" approach means understanding your customers, competitors, and market before you create a marketing strategy. It’s about empathizing with customer needs and behaviors, using external data, and considering the broader landscape to guide your decisions.
- 38:09 Always play offense. INVERSE: Don’t get complacent. Playing offense in marketing means staying proactive, always seeking new opportunities, and pushing forward. It’s about constantly innovating, testing, and refining strategies to stay ahead of competitors, rather than reacting to circumstances or waiting for things to happen.
Quote of the Show:
“If you're kind of shoving your failures underneath the rug, then you're just going to be a lot less innovative.” - Ari Osur
Links:
- LinkedIn: https://www.linkedin.com/in/ariosur/
- Website: https://www.icims.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
How can automation, intent data, and AI-driven tools enhance account-based marketing (ABM) and sales alignment for revenue growth?
In this episode of The Revenue-Driven CMO, we chat with Kacee Court, Director of Marketing Operations at Drata, about the essentials of successful marketing operations. Kacee discusses how to build a culture of automation and leverage tools like 6sense to boost efficiency in ABM. They explore how intent data, AI-driven tools, and integrated workflows help sales teams prioritize high-value accounts and close deals faster. Kacee also shares how Drata’s ABM strategy aligns marketing and sales teams to drive revenue growth and improve overall performance. Tune in for actionable insights on optimizing marketing operations, leveraging technology, and driving sales success!
Takeaways:
- Build a Culture of Automation: Empower your team to effectively use automation tools by providing training and support. Ensure both marketing and sales teams are confident in using these technologies to improve efficiency.
- Encourage Cross-Department Collaboration: Foster a culture of peer-to-peer learning, where teams share success stories and best practices. Sales teams, for example, may find it more valuable to hear from their colleagues about the impact of new tools than from formal briefings.
- Invest in Intent Data: Use intent data to identify and prioritize high-value accounts that are most likely to convert. This helps refine your targeting and ensures you’re engaging with in-market buyers at the right time.
- Meet Buyers Where They Are: Understand where each buyer is in their journey and tailor your engagement accordingly. Whether through awareness-building campaigns or direct outreach, customize your approach to suit each stage and persona.
- Leverage AI and Automation for Sales: Use AI-powered tools like 6sense to monitor intent data and send real-time alerts, enabling sales teams to focus on the highest-priority opportunities.
- Create a Closed-Loop Feedback System: Keep marketing and sales aligned by maintaining a continuous feedback loop. Regularly review goals, messaging, and performance to ensure ongoing optimization and success.
- Optimize Tech Stack Integration: Ensure your tools and platforms work seamlessly together. Integrating systems like 6sense, Salesforce, and Outreach enables smoother operations and provides valuable, data-driven insights for decision-making.
Quote of the Show:
“You want to be able to make that 1st contact with your customer. Otherwise, if your competitor is doing it, then you're just losing out.” - Kacee Court
Links:
- LinkedIn: https://www.linkedin.com/in/kacee-court/
- Website: https://drata.com
Shoutouts:
- 6sense: https://6sense.com/
- Domo: https://www.domo.com/
- RB2B: https://www.rb2b.com/
- Bland AI: https://www.bland.ai/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
How can strategic playbooks, customer validation, and performance marketing drive success in B2B SaaS and industries like landscaping and construction? In this episode, we sit down with Sushovan Saha, a seasoned marketing leader with over 14 years of experience in digital marketing, B2B SaaS, and go-to-market strategies. We kick things off by diving into Saha's expertise in using strategic playbooks to drive marketing success. Saha shares his approach to customer validation, managing reviews and analyst relations, optimizing trade shows and events, and refining positioning and messaging. He also highlights the importance of aligning marketing efforts with customer needs, building foundational content, and driving engagement. The episode explores Attentive AI’s innovative marketing strategies, especially in industries like landscaping and construction, and emphasizes the effectiveness of performance marketing and organic growth. Sushovan offers invaluable insights into the complexities of the CMO role and the critical role strategic playbooks play in achieving marketing excellence.
Takeaways:
- Leverage Playbooks for Consistency and Efficiency: Sushovan highlights the value of having key playbooks in place to avoid reinventing the wheel, helping your team stay efficient and consistent across marketing efforts.
- Put Customer Validation First: Build a customer validation playbook that centers on deep buyer personas and understanding customer pain points. This ensures your marketing truly resonates with your audience’s needs.
- Manage Review Sites and Analyst Relations: For growing businesses, create a playbook for managing reviews and engaging with analysts. Positive reviews and endorsements can boost your credibility and visibility.
- Maximize Trade Show and Event ROI: Develop a strategy for both virtual and in-person events. Smaller, more personalized interactions often lead to better conversion rates, improving your event ROI.
- Create Strong Foundational Content: Support your marketing with high-quality, evergreen content. Regularly update and create content that powers your digital marketing, PR, and paid campaigns.
- Optimize Conversion Paths: Focus on improving the conversion funnel—from free trials to demos, and demos to paid conversions. Identify drop-off points and address them to boost overall conversion rates and revenue.
- Engage Customers Continuously: Keep ongoing communication with prospects and customers. Use feedback and behavior insights to refine your approach and minimize drop-offs, ensuring prospects stay in the funnel.
Quote of the Show:
“I am a staunch believer of the fact that everything is content… Your foundation is content enablement, assets, everything. The rest of it all, apart from content, are really channels.” - Sushovan Saha
Links:
- LinkedIn: https://www.linkedin.com/in/sushovan-saha/
- Website: https://attentive.ai
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
How can humor and smart marketing strategies transform financial services and improve retirement outcomes? In this episode, we’re joined by Hattie Moll, Chief Marketing Officer at Prosper, as she shares valuable insights from her career in marketing. Hattie discusses the power of creating engaging, humorous content that captures attention—even in industries like financial services, where the stakes are high. She highlights successful brands that have used humor and smart positioning to stand out, and dives into how Prosper is reshaping the financial landscape with affordable investment opportunities and strategic partnerships to help people achieve better retirement outcomes. Plus, Hattie gives us a glimpse into Prosper’s future plans, including how they’re leveraging AI to innovate in marketing and enhance their brand presence.
Takeaways:
- Embrace a B2C mindset in B2B: Treat your business communications like you are interacting directly with another person. This approach can make your brand more relatable and engaging.
- Invest in Brand Identity: Just because your company is B2B doesn't mean it can't have a strong, appealing brand identity. Use creative elements like mascots or icons to make your brand stand out.
- Utilize Creative Characters: Characters can bring your brand to life and make it memorable. They also help in building an emotional connection with your audience.
- Maintain Consistency: Ensure that your creative elements and brand messaging are consistent across all platforms and interactions to build a coherent and strong brand image.
- Make it Fun: Don't shy away from bringing a sense of fun and innovation into your business communications. A brand that can entertain while delivering its message tends to retain its audience better.
- Humanize Communication: Always remember that at the heart of B2B is human-to-human interaction. Reflect this in your communications by being authentic and personable.
- Permission to Innovate: Feel confident in breaking the mold and trying out new ideas. Innovating with brand elements can set you apart in the marketplace.
Quote of the Show:
“I love data and I love understanding what's working, what isn't – but I also love ignoring it sometimes.” - Hattie Moll
Links:
- LinkedIn: https://www.linkedin.com/in/hattie-moll-78352616/
- Website: www.prosper.co.uk
Shoutouts:
- Salesforce: https://www.salesforce.com/
- Who Gives a Crap: https://us.whogivesacrap.org/
- Tony’s Chocoloney: https://us.tonyschocolonely.com/
- ClickUp: https://youtu.be/PxarYPTICVc?si=a_8LsrEoovUpyZhF
- Lush: https://www.lush.com/uk/en
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we explore the nuances of giving and receiving feedback across cultures and the impact it has on global teams and GTM (Go-to-Market) strategies. Our guest shares insights from personal experiences working in Brazil, Europe, and beyond, highlighting how different regions handle feedback—from the direct and candid style of Germany and France to the more measured, empathetic approach in Brazil. The conversation delves into finding a balance that respects diverse cultural norms while fostering honesty and efficiency in the workplace.
Takeaways:
- Cultural Perceptions of Feedback: The Brazilian way of providing feedback often focuses on cushioning critiques, contrasting with the blunt delivery common in European cultures.
- Challenges in Multicultural Work Environments: Managing feedback in global companies requires a nuanced approach to ensure that cultural expectations are met while maintaining trust and transparency.
- Navigating Cultural Differences: While European teams might perceive Brazilian feedback as indirect or lacking honesty, Brazilians may find European feedback too harsh.
- Balancing Respect and Clarity: Striking a “sweet spot” is essential to make sure all team members feel their cultural background is respected without sacrificing performance.
- Feedback and Trust: Different perceptions of feedback can lead to misunderstandings—e.g., teams feeling feedback is insincere or slow when given in a more indirect style.
Quote of the Show:
“When you ignore the cultural aspects underneath a global GTM strategy, it can blow up in your face very easily.” - Gabriel Falcione
Links:
- LinkedIn: https://www.linkedin.com/in/gabrielfalcione/
- Website: https://vtex.com/en-us/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this exciting episode of the Revenue Driven CMO Podcast, Chris Mechanic takes listeners on a crash course in the world of AI agents. With the rapid growth of AI technology, we’re transitioning from AI 1.0 (chatbots and simple automations) to AI 2.0, where AI agents can handle complex tasks autonomously. Chris explores how these agents can revolutionize industries, from automating content creation to transforming customer service with voice AI agents. He also showcases a live demo of AI in action—showing the future of how businesses will interact with customers.
Takeaways:
- AI 1.0 vs. AI 2.0: AI is evolving from chatbots to full-fledged agents capable of executing multi-step tasks autonomously, eliminating manual processes for businesses.
- What AI Agents Do: These agents can automate complex tasks like writing blog posts, scheduling meetings, and even interacting with customers. The real promise? AI agents will soon be able to post content to your CMS, manage customer inquiries, and repurpose content all on their own.
- The Promise of Voice AI Agents: Voice agents are poised to replace traditional phone systems, providing smarter, more reliable customer service and sales interactions.
- AI's Impact on Businesses: Large businesses, particularly those with call centers, will save millions by replacing outdated systems with AI voice agents.
- The Demo: Chris showcases a live demo of an AI agent acting as a handyman service representative, revealing the current capabilities and potential of this technology.
- Challenges and Concerns: While AI agents hold great promise, they bring challenges, such as privacy concerns and the risk of fraud, like voice cloning scams.
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this insightful episode, we dive deep into the secrets of effective marketing through customer empathy. Our guests reveal why true success in marketing comes from understanding and aligning with customer motivations. We explore actionable strategies like listening to customer calls, gathering real insights, and applying this knowledge into storytelling frameworks. The conversation unpacks common pitfalls, such as overselling, and shares practical ways marketers can learn to differentiate between customer wants and needs for impactful messaging.
Takeaways:
- Customer Empathy as the Foundation - Real success starts with putting yourself in your customer’s shoes. Listen to their stories, understand their challenges, and let that drive your marketing approach.
- The Importance of Onboarding Time for Customer Calls - Dedicate 10-15% of initial onboarding time to listening to recorded customer interactions for a solid grounding in customer motivations.
- Collaborate Across Teams - Engage with sales and customer success teams to join calls and leverage scheduled check-ins for customer insights.
- Using Third-Party Analysis - Sometimes, a neutral third party can uncover honest feedback that clients may not openly share with company representatives.
- Intentional Storytelling - Apply frameworks like Donald Miller’s “Building a StoryBrand” to craft messaging that speaks to customer insights and is relatable and engaging.
Where to watch the full episode:
- Emphasizing Customer Empathy with Cindy Zhou, CMO of KnowBe4
-
https://youtu.be/J--YjIgUmn8
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How to Meet Customers Where They Are in Their Buying Journey with Patrick Reynolds, CMO of BlueConic
-
https://youtu.be/aplGbWmp3b8
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Asking Your Customers The Right Questions with Emeric Ernoult, Co-founder & CEO of Agorapulse
-
https://youtu.be/JI9KGibRT6U
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Rewiring Marketers’ Brains to Pay Attention to Customers with Dhiraj Kumar, CMO of Dashlane
- https://youtu.be/ElziPYXRYOE
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we dive into a powerful mindset: refusing to accept "no" as an answer and finding solutions in every situation. Volodymyr Korol VP of Marketing at Creatio shares how this philosophy has driven success throughout his career and how it applies not just in marketing but in all aspects of life. He provides examples from his journey at Creatio, from negotiating ambitious goals to landing high-profile partnerships. This episode is packed with actionable insights on resourcefulness, creativity, and leadership.
Takeaways:
- Mindset Matters: Refusing to accept "no" fosters a solution-driven approach in both personal and professional life.
- Creativity in Negotiation: There’s always a path to achieve goals, whether it’s adjusting resources or finding new opportunities.
- Growth through Resilience: Persisting through challenges has led to rapid personal and organizational growth.
- Cross-industry Applicability: The mindset of problem-solving transcends industries and is useful in all facets of work and life.
- Localization is Critical for Marketing in Different Countries: In countries like France and Spain, localized content is crucial, as consumers prefer to engage with ads and marketing materials in their native language. Even for global products like CRM software, understanding and catering to local language preferences enhances engagement and user experience.
- AI in Marketing is Moving Towards Autopilot: While AI is currently helping with tasks like data summarization and copy generation, the future of marketing may involve AI transitioning from a "copilot" role to an "autopilot" role. In this future state, AI systems would make more autonomous decisions, such as adjusting bids or pausing campaigns based on real-time data, allowing marketers to focus on more strategic, creative tasks.
Quote of the Show:
- "Everything is doable. It’s just a matter of operational organization, planning, and prioritization." - Volodymyr Korol
Links:
- LinkedIn: https://www.linkedin.com/in/volodymyrkorol/
- Website: https://www.creatio.com/company/feedback/request-live-demo?activity=adwords_brand_na&utm_term=creatio&gad_source=1&gclid=Cj0KCQjwmt24BhDPARIsAJFYKk2cF1tdU08kfEOYJzUeaLsayHsfBBVsKv7LuMFNhgI1cu7WlqlH-kEaAqx1EALw_wcB
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we dive deep into the concept of lateral thinking in marketing. Our guest Jevan Taylor, CMO at QC Holdings shares insights from their career, emphasizing the importance of creative problem-solving and looking at data from new perspectives. Through real-world examples and actionable advice, we explore how marketers can leverage fresh insights to improve their campaigns.
Takeaways:
- Lateral Thinking Defined: Understanding lateral thinking as a method for creative problem-solving in marketing. Also the importance of examining data from different angles to foster innovation.
- Real-World Examples: The significance of the "Toasted" tobacco campaign from Mad Men as an illustration of unique insights leading to successful marketing. A case study on reviving a direct mail program by integrating credit score data with traditional demographics, leading to positive ROI.
- Evaluating Marketing Channels: Discussing the threshold for giving up on a marketing channel versus trying again. The importance of assessing execution quality and exploring new strategies before abandoning a tactic.
- Injecting New Data: How to bring in fresh data to reshape marketing strategies and show examples of leveraging consumer behavior insights to inform campaign adjustments.
- Creative Brainstorming Techniques: Tips for fostering a culture of creative thinking within marketing teams and strategies for brainstorming new ideas, including looking beyond the current projects.
- Actionable Insights for Marketers: Starting with existing data and brainstorming additional data needs and conducting ideation sessions to explore what competitors are doing and potential new approaches.
- Using AI for Creative Processes: Insights into using AI tools like ChatGPT to generate ideas and streamline content creation and the potential of AI for deeper analysis and problem-solving in marketing.
Quote of the Show:
- "True differentiation in marketing will come from creativity and lateral thinking, not just the basic functionalities that AI can offer.” - Jevan Taylor
Links:
- LinkedIn: https://www.linkedin.com/in/jevan-taylor/
- Website: LendNation.com
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this special compilation episode, some of our favorite guests reveal the hidden strategies that have powered their success in marketing and technology. From continuously reinventing oneself to leveraging AI for content creation, these industry leaders share insights into the evolving landscape of digital marketing. Tune in for key lessons on adapting to change, working with data, and harnessing AI to optimize performance.
Takeaways:
- Constant Innovation is Key: Success in marketing requires continuous reinvention and staying updated on new technologies. What worked six months ago may not work today.
- AI's Role in Content Creation: Structured prompts and clear roles are crucial when using AI for generating content. Understanding the limitations and strengths of AI can help produce more humanized, readable results.
- Data-Driven Marketing: Collecting and analyzing customer data can offer powerful insights, but the true value comes from using this data to inform algorithms and scale marketing efforts.
- Importance of Partner Relationships: Building and operationalizing partnerships, whether with other companies or software platforms, can be a crucial driver for revenue and business growth.
- Experimenting for Success: Taking calculated risks, even when you're winning, can lead to unexpected breakthroughs and opportunities for scaling your marketing efforts.
Where to Watch Full Episode:
- AI Recipes for Success: 10x Your Creativity and Productivity with Unni Krishnan
-
https://youtu.be/cdksrkqOycE?si=1nimV6gvZaexRuC9
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Blending Tech & Human Elements in Marketing with Michael Bailey, SVP Global Marketing, CMO at Sirva
-
https://youtu.be/XQZ6yCChUQo?si=BNNhBXskcTd-n5M3
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Transforming IT Operations with AI with Brooke Cunningham
- https://youtu.be/3KSaHEfSMgk
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/ZNSfb8DEy3g
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this insightful episode, Chris Mechanic sits down with Greta Wilson, a marketing leader with a rich history at renowned companies like Bloomberg and Pitney Bowes. Greta shares her journey, from running marketing for Bloomberg’s media properties to leading a transformative rebranding effort at Pitney Bowes. The conversation dives into the evolution of media, innovative marketing strategies, and how brands stay relevant in the digital era.
Takeaways:
- Bloomberg's Media Marketing: Greta managed marketing across Bloomberg’s media platforms, leveraging limited budgets and bartering for high-impact exposure.
- Pitney Bowes Rebranding: Greta led efforts to rebrand Pitney Bowes from a mailing company to a tech-driven shipping solutions provider.
- Adapting to Market Shifts: As mailing declined, Pitney Bowes shifted focus to shipping technology, positioning itself as a global leader in shipping solutions.
- Creative Marketing Strategies: Innovative approaches like bartering were essential in securing valuable partnerships and boosting Bloomberg’s media presence.
- ROI of Rebranding: The rebranding success at Pitney Bowes was measured through brand awareness and market perception, helping align internal and external stakeholders.
Quote of the Show:
- “Yes, from a marketing standpoint, I always say that's the rising tide that raises all boats. Direct mail, You'll see your search go, everything starts to go up.” - Greta Wilson
Links:
- LinkedIn: https://www.linkedin.com/in/gretawilson/
- Website: https://www.pitneybowes.com/us
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we dive deep into the challenges founders face when transitioning to larger organizations, particularly those backed by private equity. Our guest Courtney Miller emphasizes the importance of retaining the entrepreneurial mindset while adapting to new corporate environments. They discuss balancing gut-driven decision-making with structured processes, maintaining direct communication in a remote world, and leading a team with a shared sense of ownership and purpose. The conversation offers invaluable insights for founders, executives, and marketing leaders looking to make an impact in their roles.
Takeaways:
- Embrace Your Founder Mindset: Founders bring a unique, nimble approach that helps organizations stay connected to customers and employees, regardless of the company size.
- Balancing Gut Instinct and Process: While private equity firms often operate with structured processes, founders can help companies by trusting their gut when identifying new opportunities.
- Direct Communication in Remote Work: It’s harder to maintain direct communication in remote settings. Make an effort to stay connected, use tools like Slack for informal touchpoints, and actively recognize contributions.
- Testing and Learning Quickly: Experimenting through beta tests and quick trials is key to keeping the entrepreneurial spirit alive in a large organization. Don't get bogged down in overanalyzing decisions.
- Building Trust with Teams: Creating a supportive, collaborative environment is critical. Encourage open discussions about challenges to foster growth and solutions rather than just reporting successes.
Quote of the Show:
- "Entrepreneurs are uniquely situated to think about value directly to the customer and operationalize that quickly, even within a larger organization. You need to keep that founder mentality alive.” - Courtney Gould Miller
Links:
- LinkedIn: https://www.linkedin.com/in/courtney-gould-miller-7661017/
- Website: https://www.tributetech.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we dive deep into the future of cookie-less advertising, exploring the current state of the industry and where it might be heading. With major players like Google continuously iterating their solutions, uncertainty looms, leaving marketers and advertisers wondering how to prepare. Our guest walks us through the complexities of the cookie-less world, explaining it in simple terms for those unfamiliar with the landscape and shedding light on how businesses should navigate these changes.
Takeaways:
- Uncertainty Around Cookie-less Advertising: Even industry giants like Google don’t have a concrete solution yet, leading to repeated delays and continuous iterations.
- Privacy at the Core: The shift away from cookies is driven by the demand for user privacy, making interest-based advertising more challenging.
- Google’s Dominance: Until Google pulls the plug on cookies, alternative solutions will remain secondary, as Google's massive user network is unmatched.
- Interest-Based Targeting Explained: Cookies allow advertisers to build user profiles based on interests, keeping much of the internet free by allowing targeted ads.
- Adapt to Automation: While automation in advertising seems threatening, experienced marketers can still find value by understanding where and how to exploit gaps in Google’s automated systems.
Show Links:
- The Future of Cookieless Advertising - Alex Kukich - Performance Marketing Insiders - Episode # 076
-
https://youtu.be/_6NNStYTlis
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The Automated Future of Digital Ads - Curtis Correll- Performance Marketing Insiders - Episode # 079
-
https://youtu.be/yrHEaYUfki0
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Break the Cycle of Boring B2B Content with Aviv Canaani, VP of Marketing and Sales at Datarails
-
https://youtu.be/1dj7xfHo_QI
-
The State of TikTok Ads in 2022 - Ben Lisca - Performance Marketing Insiders - Episode # 069
- https://youtu.be/pxJUZpOEKCc
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/-zIPsLACeu4
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we dive into the continuous evolution of technology, marketing, and AI. Unni shares how staying ahead in a rapidly changing industry requires constant innovation and learning. We explore the development of AI tools, structured prompting, and how to effectively use AI for content creation. With insights into tools like ChatGPT, creative thinking methods, and AI frameworks, listeners will learn practical tips for staying adaptable and improving productivity.
Takeaways:
- Adaptability and Lifelong Learning: Staying relevant in digital marketing requires constant learning and adapting to rapidly changing technologies and trends.
- Curiosity and a Generalist Approach: A broad skill set and natural curiosity allow for quicker adaptation and better control over evolving marketing strategies and tools.
- Structured Prompts for Better AI Content: AI produces the best results when given clear, structured prompts with specific instructions like tone, style, and context.
- AI Recipes for Creativity and Productivity: Unni’s "recipes" for tasks like SEO and storytelling help maximize creativity and efficiency by following structured frameworks.
- AI as a Learning and Dialogue Tool: Beyond content creation, AI can be a powerful tool for learning, providing deeper insights when engaged in thoughtful dialogue.
Quote of the Show:
- “You would be surprised and almost gasping at the possibilities it can draw” - Unni Krishnan
Links:
- LinkedIn: https://www.linkedin.com/in/krishnau/?originalSubdomain=in
- Website: phewture.org
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/cdksrkqOycE
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we take a look back to some of the guests that brought us the best insight on building effective teams. With summer drawing to an end it’s back to work season and having an effective team is vital for your company's success. From Wendy White to Jill Kellet we go back in time to listen again to this great insight.
Full Episode Links:
- Marketing in a Flat World with Wendy White, CMO Daxko
-
https://youtu.be/hwn4Q00TRDw
-
Creating a Culture of Excellence with Haleigh Forbes, VP of Marketing at APEI
-
https://youtu.be/k2qbaGP727s?si=eXf_XWphcgDsl5lY
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How to Build Your Creative Team with Jill Kellett, VP of Product & Marketing at Root Insurance
-
https://youtu.be/64iuDfdgv_w
-
Measuring Your Marketing Team’s Effectiveness - Chris Allen - The Revenue-Driven CMO - Episode # 104
- https://youtu.be/syUWifcJ0Ko
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we dive into some of our favorite moments from the show. We look back on the intricacies of communication within organizations, particularly the importance of interfunctional coordination and authenticity in marketing. Our guests share valuable insights on how to ensure that internal communication aligns with external messaging, the role of different departments like HR and IT in facilitating effective communication, and how to navigate the challenges that come with it.
Takeaways:
Interfunctional Coordination is Essential: Marketing is everyone's job, and every department, from HR to IT, plays a crucial role in ensuring that the company's messages are consistent both internally and externally.
Empowering Employees: Employees should be informed and engaged with the company's goals and strategies, which makes them better representatives of the brand.
Open Communication Channels: Initiatives like open hours or extended marketing calls can foster better communication across departments.
Authenticity Over AI: With the rise of AI-generated content, authenticity, vulnerability, and human touch are more critical than ever in cutting through the noise.
Balancing Vulnerability: While being transparent is vital, it’s essential to strike a balance and know when certain information might be too much to share.
Predictability in Marketing: Understanding and controlling the predictability of outcomes is crucial in growing a business, and marketers must be deeply aware of their role within the larger organizational ecosystem.
Get Out of the Boardroom: Real insights often come from direct interaction with customers and competitors, not just from discussions in the boardroom.
Links to the full episodes
- Adam Robinson | https://youtu.be/6PmFWV0DRj0
- Dawn Mueller | https://youtu.be/gZ6YHrNRZr0?si=HXKenSeCmPTt7V6X
- Haleigh Forbes | https://youtu.be/k2qbaGP727s?si=LiA6icCQhrAr9oIU
- Kathleen Stockham | https://youtu.be/WF3_Ybuusy0?si=9Ji9h-6zXw_ulkM8
- John Schneider | https://youtu.be/1N6gtyA5WbE?si=5nULwyAMt3v6KsN4
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:https://youtu.be/1RqNZj75sxU
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode of Revenue-Driven CMO, host Chris Mechanic interviews Wendy White, the Chief Marketing Officer at Daxko, who has over 25 years of experience in high tech and SaaS marketing. Wendy shares her unique strategy of leveraging global teams to ensure round-the-clock marketing operations. This method, which she calls 'follow the sun,' allows for continuous project execution by utilizing teams located in different time zones. Wendy discusses the importance of clear processes, documentation, and effective use of tools like Asana. She also talks about her experiences from her time at companies like Intel, Motorola, Microsoft, and Expedia, and how these have shaped her current approaches in the mid-market B2B SaaS sector. Additionally, Wendy sheds light on the importance of data-driven insights for effective SEO and the utilization of AI tools in marketing operations. Takeaways: Adopt a 'Follow the Sun' Strategy: Utilize a global workforce across multiple time zones to ensure round-the-clock productivity. This approach not only keeps projects moving continuously but also optimizes resource utilization and improves speed of execution.
Build a High-Performance Team: Focus on creating a high-performing, agile team that can deliver tangible business results. This involves hiring top talent, whether full-time or through reliable third-party services, and ensuring they are engaged and valued.
Clear Communication and Documentation: Before expanding globally, ensure your organization has clean and well-documented processes. This includes having a clear organizational chart, well-defined roles, and thorough training in project management tools like Asana or Monday.com. Clear briefs and hand-offs are essential.
Invest in Good Tools and Templates: Use structured templates for briefs, project management, and creative work. Consistent taxonomy and naming conventions can improve understanding and efficiency, making it easier to manage global teams and remote tasks.
Leverage Cost-Effective Talent: Consider hiring skilled professionals from regions like India and the Philippines where you can find high-quality talent at a fraction of the cost in the U.S. This could involve both full-time employees and contracted workers through services like FlatPlanet or Globalization Partners.
Embrace Flexibility: Acknowledge the need for flexible scheduling to accommodate a global team. Managers should be prepared to engage with team members across different time zones, which may require working outside of traditional 9-5 hours.
Stay Ahead with Continuous Learning: Keep one ear to the ground for emerging trends and changes, particularly in technology and market dynamics. Engage with peer groups and professional networks to stay informed and adaptable. Continuous learning and adaptation are key to long-term success.
Quote of the Show: “If you think about time as a resource, the possibilities are endless. With the right team and structure, you can keep moving projects forward even while you sleep.” - Wendy White
Links:
LinkedIn: https://www.linkedin.com/in/wendywwhite/ Website: http://www.daxko.com/
Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950 Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/hwn4Q00TRDw
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode of The Revenue-Driven CMO, host Chris Mechanic interviews Dawn Mueller, the CMO of Vitech Systems Group. They delve into the importance of interfunctional coordination within a company, explaining how engaging all departments can lead to higher overall profitability. Dawn shares insights on how regular communication with HR, IT, and finance teams can align everyone toward common goals, enhancing transparency and internal engagement. The conversation also touches on Vitech’s strategic shift from a services-led to a SaaS-led company, emphasizing the role of events, media relations, and demand generation in their marketing efforts. Additionally, they discuss the integration of AI tools for lead qualification and content creation, as well as the use of analytics for predictive insights. Takeaways: Empower All Employee Representatives: Regardless of their role, every employee is a representative of the company. Ensure they are informed, involved, and engaged to foster a culture where everyone contributes to the company's marketing and public image.
Open Office Hours and Extended Marketing Calls: Create an open-door policy within departments and host extended marketing calls. These sessions can help surface new ideas, foster inter-departmental coordination, and create a more engaged and collaborative workplace culture.
Regular Internal Marketing Updates: Publish high-level marketing status updates regularly. This keeps everyone across departments informed about what the marketing team is doing, what's coming up, and where resources are being optimized.
Focus on Interfunctional Coordination: Encourage consistent communication and collaboration between departments like IT, HR, finance, and marketing to create a unified approach and improve profitability.
AI as a Virtual Team Member: Use generative AI as a junior associate for tasks such as first drafts of content or program development. This helps free up human resources for more strategic activities and improves overall productivity.
Content Marketing as a Coordination Tool: Use content marketing strategies to foster interdepartmental collaboration. For example, by establishing themes, you can identify subject matter experts within various departments, thus facilitating a more cohesive content creation process.
Predictive Analytics and Multi-touch Attribution Tools: Invest in advanced analytics tools to make more data-informed decisions. These tools can offer insights into customer behavior and help optimize marketing strategies with empirical data.
Quote of the Show: “I love the exchange of knowledge, it’s wonderful. We need to do that as marketers to support each other” - Dawn Mueller
Links: LinkedIn: https://www.linkedin.com/in/dawnmueller/ Website: https://www.vitechinc.com/?utm_source=linkedin&utm_medium=social&utm_campaign=custom-button
Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950 Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/gZ6YHrNRZr0
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode of The Revenue-Driven CMO, host Chris Mechanic welcomes Haleigh Forbes, Head of Marketing and Online Experience at American Public Education, to discuss her career journey, leadership style, and strategies for building high-performance teams. Haleigh emphasizes the importance of having the right team, continuous feedback, and strategic partnerships. She also shares her experiences with managing expectations, scaling teams, and navigating complex data challenges. A notable part of the conversation includes Haleigh’s involvement with the Casey Cares Foundation, providing positive experiences for critically ill children and their families.
Takeaways:
Build Trustworthy Leadership: Cultivate leaders within your team that you can trust and who meet your expectations. They should be capable of driving new ideas and optimizations while consistently challenging the status quo.
Foster Open Communication: Prioritize transparent and honest communication within your team. Encourage regular feedback sessions to improve performance and team cohesion.
Invest in Team Growth: Focus on hiring the right people and investing in their growth. Building a strategic, performance-driven team is crucial for long-term success.
Leverage Partnerships: Identify external agencies, services, or tools that can complement your internal capabilities. Establish partnerships that bring mutual benefits and maximize the effectiveness of these relationships.
Set Clear Expectations: Clearly outline the expectations for each role within your team. Ensure that each member understands their responsibilities and the goals they need to achieve.
Promote Work-Life Balance: Recognize the importance of taking time off to recharge. Encourage your team to maintain a healthy work-life balance to sustain long-term productivity and well-being.
Effective Executive Communication: When presenting to executives, be concise and focused. Highlight the three most important takeaways to ensure your message is clear and memorable.
Quote of the Show:
- “Building a strategic, curious, and performance-driven team is where you're going to have success long term. It's like investing in a brand—you're nurturing that foundation to see a lasting return” - Haleigh Forbes
Links:
- LinkedIn: https://www.linkedin.com/in/haleigh-forbes-b715a825/
- Website: https://www.apei.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/k2qbaGP727s
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, CMO Kathleen Stockham discusses the structure and operation of her lean team at South College. She emphasizes that success doesn't require a large team but rather a group of talented individuals committed to execution and quality work. Kathleen explains how her team's roles and responsibilities are divided, highlighting the significance of their creative director, project manager, and strategist. She also mentions the importance of strong partnerships with agencies handling paid search, social media, and media ads. Kathleen shares her hands-on leadership approach and her belief in the value of direct feedback and continuous improvement. She also touches on the significance of data privacy and accessibility in their operations, as well as the evolving nature of marketing strategies.
Takeaways:
Leverage a Multi-Talented Team: You don't need a huge team; what you do need are talented people who can handle multiple responsibilities and are committed to execution and quality. This keeps operations lean and efficient.
Foster a Hands-On Leadership Style: Being deeply involved in the day-to-day tasks alongside your team, rather than just dictating from a corner office, can foster better team dynamics and ensure high-quality results.
Use Formal and Challenging RFPs: When seeking new partnerships, use formal, challenging RFPs to weed out non-serious contenders. This helps ensure that only the best and most committed agencies or vendors partner with you.
Stay Updated on Industry Regulations: Keeping abreast of changes in industry-specific laws and regulations, such as data privacy, is crucial. Not doing so can severely affect your organization's legal standing and reputation.
Adopt a Flexible Marketing Strategy: Targeting should not be overly rigid. Understand the broad demographic and psychographic spectrums of your audience and employ flexible, consumer-friendly outreach methods like hybrid programs.
Regularly Analyze Site Search Data: Pay attention to the queries entered into your internal site search. This can highlight content gaps and guide you on what additional information to include on your site.
Promote Peer Reviews and Testing: Before committing to new marketing tools or technologies, leverage peer reviews and ask for test trials. This can prevent costly mistakes and ensure you are using the best tools for your needs.
Quote of the Show:
- “It doesn't take a village. You don't need a huge team. What you do need are talented people that can do more than one thing and most importantly are committed to the quality work.” - Kathleen Stockham
Links:
- LinkedIn: https://www.linkedin.com/in/kathleen-stockham-02895773/
- Website: http://south.edu/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode of Revenue Driven CMO, Kathleen Stockham, the CMO of South College, discusses her innovative strategies in higher education marketing. She emphasizes the importance of getting out of the boardroom to engage directly with consumers and perform competitive analysis. Kathleen shares her experiences from her extensive marketing career across e-commerce and education sectors. She explains her approach to making South College's marketing more consumer-centric by revamping the mobile-first website, using videos, unifying the brand, and implementing an attribute-based email platform. Kathleen talks about her methods for gathering student insights, her passion for making a significant impact on student's lives, and how her team has embraced radical change to drive growth and improve retention rates in the education sector. Takeaways:
~Avoid the Echo Chamber: Get out of the boardroom and avoid the echo chamber. Engaging directly with consumers, spending time on competitive analysis, and observing market trends in person can provide a broader picture and valuable insights that are often missed in closed settings.
~Grassroots Engagement: As a leader, commit to grassroots engagement with your audience. Talking directly to consumers and understanding their experiences can provide genuine insights. It mirrors the approach of getting out and having direct conversations, which can offer unexpected and pivotal information.
~Cross-Industry Application: Consider leveraging tactics and strategies from other industries. For example, applying e-commerce techniques in higher education marketing was effective for Kathleen Stockham. Adopting cross-industry strategies can offer innovative solutions to common challenges.
~Transparency and Simplification: Simplify and demystify your product or service offerings. Using layman's terms and explaining the benefits clearly can attract and retain consumers more effectively. This is akin to breaking down complex educational programs into understandable, relatable terms. ~Mobile-First Strategy: Prioritize the mobile user experience. With mobile traffic constituting a significant portion of web visits, ensuring that your website is mobile-friendly can enhance user engagement and satisfaction. A mobile-first approach was pivotal in transforming South College's website.
~Personalized Communication: Invest in attribute-based personalized communication strategies. Customized messaging based on user attributes and behaviors can significantly enhance engagement and conversion rates. For instance, Kathleen implemented a personalized email strategy that responded to specific user needs and stages in their journey.
~Brand Consistency: Unify your brand's look and feel across all platforms and communications. Consistent branding helps in building a strong identity and trust with your audience. This involves standardizing colors, designs, and messaging, ensuring a cohesive experience everywhere your brand appears.
Quote of the Show: “going to college is a life-changing experience, you are impacting somebody's life and their trajectory” - Kathleen Stockham
Links: LinkedIn: https://www.linkedin.com/in/kathleen-stockham-02895773/ Website: http://south.edu/
Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950 Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode of Revenue Driven CMO, host Chris Mechanic converses with Michael Bailey, SVP of Global Marketing and CMO at Sirva. Michael shares insights from his extensive marketing career, discussing the importance of merging brand storytelling with data-driven revenue strategies. The conversation covers his experiences at companies like Fleet Core and Sirva, highlighting successful campaigns, challenges in driving innovation, and the significance of humanizing brand narratives. Michael also delves into the practical aspects of utilizing ad tech and CRM data for optimization, offering a unique perspective on balancing technology with the human touch in marketing.
Takeaways:
Optimize to Quality, Not Just Clicks: Ensure your marketing team is optimizing for quality interactions and not just superficial metrics like clicks. For instance, selectively fire conversion signals only when it's an engaged session, not just a form fill-up.
Experiment When You’re Winning: Use periods of success to experiment and innovate. This counter-intuitive strategy can lead to more significant innovations and maintaining your competitive edge.
Leverage Social Outreach for Amplification: Utilize social media effectively to amplify other initiatives like round table series or webinars. Recruit one-to-one for initial engagement and then use social platforms to broadcast insights and deepen engagement.
Integrate Powerful Storytelling with Data-Driven Strategies: Combine a compelling company story with data-driven marketing strategies. Your narrative can be a powerful tool to fuel your revenue engine. Ensure your marketing resonates on a human level while being optimized through data.
Align Brand Ethos Across All Channels: Make sure your brand’s core values (e.g., smart, helpful, human, responsible) are consistently reflected across various channels—whether it's SEO, social media, or direct sales interactions. Different channels might emphasize different aspects but all should sync with your brand ethos.
Marry Human and Machine Elements in Customer Experience: Enhance customer experiences by blending human interactions with technology. For example, Serva uses both human support and technological platforms to ensure seamless relocation services, tailoring the approach based on individual needs.
Incentivize Risk and Innovation: Encourage your team to take calculated risks and try new approaches, even if the current strategy is successful. This ongoing commitment to innovation can uncover unexpectedly successful tactics and prevent stagnation.
Quote of the Show: “If content is king, then the channel is queen. You have to make sure that those two things marry.” - Michael Bailey
Links: LinkedIn: https://www.linkedin.com/in/michaelbaileymktg/ Website: https://www.sirva.com/
Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950 Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ Youtube: https://youtu.be/XQZ6yCChUQo
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
As we enter into the second half of 2024, we want to highlight some insightful moments from a few of our favorite guests. In this episode, learn the key to successful customer discovery and effective marketing strategies. Discover the importance of deep customer inquiry to differentiate between wants and needs, and the transformative power of authentic and humanized content. The conversations will further delve into the magic of the LTV to CAC ratio for assessing marketing efficiency, the adaptive strategies in product-led growth environments, and the revolutionary potential of digital products across different industries.
Takeaways:
~Engage Deeply with Customers: Spend an extraordinary amount of time asking questions to your potential customers to uncover their true needs, not just their wants. This will help you build a product or service that truly solves their problems.
~Differentiate Wants from Needs: Understand that wants and needs are two different beasts. By digging deeper into why customers behave the way they do, you can identify their true needs, which are more critical to address.
~Utilize Storytelling for Discovery: Use storytelling techniques to get customers to describe past experiences in detail. This will help you understand the real reasons behind their behaviors and needs.
~Create Competitive Content: Develop content that compares industry competitors' strategies. This can attract attention from both competitors and those who admire them, providing actionable insights for your target audience.
~Frequent A/B Testing: Constantly A/B test different strategies, especially in product-led growth environments. This dynamic approach allows you to optimize channels and programs quickly based on performance data.
~Leverage Humor in Marketing: Carefully integrate humor into marketing campaigns. Authentic and tasteful humor can make your brand more relatable and engaging, but ensure that it aligns consistently with your brand tone across all touchpoints.
~Embrace Vulnerability and Authenticity: Share transparent and honest updates about your company’s performance, challenges, and learnings. Authenticity builds trust with your audience and can be a powerful tool to inspire and connect with other leaders.
Links to the full episodes
Adam Robinson | https://youtu.be/6PmFWV0DRj0 Tifenn Dano Kwan | https://youtu.be/P9oHKwYBP-Y Emeric Ernoult | https://youtu.be/JI9KGibRT6U Melissa Rosenthal | https://youtu.be/uuuEiwrVvVI
Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950 Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:https://youtu.be/1RqNZj75sxU
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode of Revenue Driven CMO, host Chris Mechanic interviews Karl Van Den Bergh, the Chief Marketing Officer at Gigamon. They discuss the importance of simplicity and clarity in marketing messaging amidst information overload, especially for technical products. Van Den Bergh elaborates on strategies for breaking through the noise using humor, analogies, and straightforward communication. He also describes Gigamon's role in cybersecurity and the benefits of its deep observability pipeline. The conversation includes insights on balancing customer acquisition strategies, leveraging peer-based events for executive engagement, and handling the challenges of balancing established businesses with high-growth sectors.
Takeaways:
~Embrace simplicity and clarity in messaging: Regardless of how technical your product is, focusing on clear and straightforward communication helps in breaking through the market noise and resonates better with the audience.
~Use analogies and relatable concepts: Simplifying complex ideas through analogies makes it easier for your audience, even technical ones, to grasp your value proposition quickly.
~Implement a layered communication strategy: Start with a high-level, simple message to draw interest, then provide in-depth details for those who are curious and want to learn more.
~Engage industry leaders and prospects through peer-based and thought leadership events: Organizing panels, dinners, and thought leadership discussions can effectively engage high-level executives (CISOs), fostering peer conversations and networking opportunities.
~Combine humor with your brand campaigns: Utilizing humor can be a powerful way to break through the information overload and make your brand memorable. However, gauge the risk and ensure it aligns with your brand ethos.
~Leverage data and intent analysis to identify ideal customer profiles: Use machine learning models and intent data to pinpoint your target audience, making your marketing efforts more efficient and effective.
~Balance established and high-growth business segments: Manage priorities between your core established business and emerging high-growth areas by promoting agility and ensuring your team can switch effectively between different market demands.
Quote of the Show:
- “The irony is that often, in trying to make things sound grand or complex, you actually create barriers. Simplifying things can often be the most powerful approach.
Links:
- LinkedIn: https://www.linkedin.com/in/karlvandenbergh/
- Website: http://www.gigamon.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://www.youtube.com/c/Webmechanix
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode of The Revenue-Driven CMO, host Chris Mechanic sits down with Brooke Cunningham, a seasoned marketing executive with over 26 years of experience in B2B SaaS. Brooke discusses the pivotal role partnerships have played in her career, including her success at companies like SAP and Splunk, where she contributed to significant revenue growth. Now the CMO at Logic Monitor, Brooke shares her secrets to operationalizing partner relationships to drive revenue. She emphasizes the importance of mutual commitment, the necessity to treat partners like customers, and leveraging AI to enhance efficiency. The episode also explores Brooke's current role and initiatives at Logic Monitor, including the launch of their Gen AI-powered observability platform, Edwin AI.
Takeaways:
~ Leverage Partnerships for Growth: Treat your partners like customers, including implementing partner advisory boards and satisfaction surveys. This mutual respect and focus can lead to strong, revenue-driving relationships.
~ Invest in Joint Solutions: Start with a joint solution that has proven customer demand. Create and track a joint program or campaign to measure its success and use that data to negotiate further investment and growth.
~ Commit Resources: Both you and your partner must commit resources. Ensure there’s involvement from areas like product development, marketing, and operations to turn partnerships into successful ventures.
~ Tailored Incentives: Utilize specific incentive programs like SPIFs and rebates to encourage partner engagement and performance, adjusting these incentives based on the partner’s success and business impact.
~. Operationalize Partnerships: Focus on the operational aspects of partnerships. Ensure smooth transactions and the realization of revenue through joint strategies and tactical implementations.
~ AI for Efficiency: Integrate AI into both your product offerings and internal processes. For instance, using AI to generate marketing material, or within your product to provide actionable insights and reduce time to resolution for your customers.
~ Elevate Thought Leadership: Leverage your company's success stories and industry differentiators to build thought leadership. Engage with customers and partners to turn these stories into compelling narratives that solidify your market position.
Quote of the Show: “I think there's an element of liking challenges and being creative and solving challenges”
Links: LinkedIn: https://www.linkedin.com/in/brookecunningham/ Website: https://www.logicmonitor.com/ | Edwin AI: https://www.logicmonitor.com/press/logicmonitor-supercharges-observability-with-edwin-ai?qgad=703311853826&qgterm=logicmonitor%20edwin&campaignid=21395337755&adgroupid=161581319257&adid=703311853826&gad_source=1&gclid=CjwKCAjw-O6zBhASEiwAOHeGxbGiQdLpXdUoMEv6kzG5cF139b9RSwnBxi5Mrn0h7XIkqX_fBMQJDhoCfiQQAvD_BwE
Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950 Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube: https://youtu.be/3KSaHEfSMgk
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
On this week's episode of The Revenue Driven CMO, host Chris Mechanic takes a look back at some of our favorite conversations with 5 guests who give amazing insights on AI and what the future holds in store for it. These guests dive into fascinating topics on AI such as using automation to achieve desired business outcomes, the possibility of AI being able to shorten our work week, and why we will always need the human mind as AI continues to grow. Takeaways: AI prioritization engines, like Salesloft's Conductor AI, analyze various data signals from buyer behaviors to sales outcomes to prioritize actionable steps for sales reps. This AI-driven approach ensures that sales teams are making data-informed decisions to achieve better outcomes and meet business objectives effectively. AI and automation are revolutionizing performance marketing, where many tasks will be fully automated, leading to the commoditization of traditional marketing roles. Marketers need to brace for these changes by redefining their roles and adapting to new technologies. While AI can greatly enhance efficiency by automating tasks and generating initial ideas, it cannot replace the creativity and context that human marketers bring. AI should be seen as a supplemental tool that supports rather than replaces human input. Viewing AI primarily as a means to reduce costs is a limited perspective. Instead, AI should be seen as a tool to create better customer experiences and drive revenue growth by enhancing the effectiveness of marketing strategies and improving customer engagement throughout the funnel. Using AI to objectively assess competitors by generating summaries of their positioning and differentiators from their websites. This helps to identify commonalities and unique aspects that can influence strategic decisions in positioning and marketing campaigns.
Links to the full episode of each guest: Devang Sachdev: https://www.youtube.com/watch?v=8XG70kzrpTQ&feature=emb_imp_woyt Jason Goldsmith: https://www.youtube.com/watch?v=aZtcqefdYpU&feature=emb_imp_woyt Ali Fazal: https://www.youtube.com/watch?v=XFVOfEhWVoo&feature=emb_imp_woyt Shiv Singh: https://www.youtube.com/watch?v=Ff_ht_mJ9iY&feature=emb_imp_woyt Randy Littleson: https://www.youtube.com/watch?v=Cbr_5sW8Tec&feature=emb_imp_woyt
Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950 Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
In this episode, we highlight 5 financial service leader, and their secrets to success. Their experiences and insights on affiliate marketing. They highlight the benefits of establishing strong affiliate partnerships, which can drive significant results and enhance brand reputation. The conversation contrasts affiliate marketing with influencer marketing, noting that while influencer marketing is trendy, affiliate marketing offers performance-based benefits that are often overlooked. This episode underscores the importance of adopting a strategic approach to affiliate marketing and advises leaders to consider the potential of affiliate programs to boost their business's digital presence and direct traffic.
Takeaways:
-
Form Strategic Partnerships with Affiliates: Instead of relying solely on competitive bidding in search engines, seek out partnership avenues with affiliates to significantly increase results.
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Integrate Affiliate Marketing into Quarterly Strategies: Make affiliate marketing a key component of your quarterly strategy to enhance brand reputation and drive direct traffic.
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Incentivize Performance-Based Bidding: Encourage affiliates to bid on a performance basis, similar to platforms like Google and Facebook, to optimize marketing investments.
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Invest in Manual Effort: Efficient affiliate marketing requires hands-on effort and can't rely on a single DSP or central platform.
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Utilize Affiliate Marketing Platforms: Explore platforms like Impact.com for managing affiliate partnerships efficiently.
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Leverage Website Traffic for Affiliate Links: Allow website owners or individuals with an audience to promote your brand using special links, offering commission on resulting transactions.
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Consider Influencer Marketing as an Extension: View influencer marketing as a form of affiliate marketing where payment is based on posts rather than performance, but be cautious in the B2B space.
Links:
- https://www.youtube.com/watch?v=QZCaP8KVeOc&feature=emb_imp_woyt
- https://www.youtube.com/watch?v=syUWifcJ0Ko&feature=emb_imp_woyt
- https://www.youtube.com/watch?v=32wWCna4zsA&feature=emb_imp_woyt
- https://www.youtube.com/watch?v=wt9eJL07ycI&feature=emb_imp_woyt
- https://www.youtube.com/watch?v=2CikRfquU34&feature=emb_imp_woyt
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/3IxbeIjfN8U
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
John Schneider talks with host Chris Mechanic, as he shares insights on achieving predictable success in marketing by comparing it to coaching baseball. He discusses the importance of creating stability and predictability in the marketing pipeline, emphasizing consistent baseline performance. Schneider also highlights the significance of humility and business savviness for CMOs, explaining how understanding one's role within the broader organizational ecosystem and focusing finite resources on impactful projects contribute to success. He elaborates on balancing brand initiatives with revenue-driven goals and how generative AI and SEO play crucial roles in modern marketing strategies.
Takeaways:
- Embrace Change: Understand that change is inevitable, and learning to adapt quickly can set your organization ahead of the competition.
- Foster Collaboration: Encourage a culture of teamwork and open communication. Collaborative environments lead to more creative and effective solutions.
- Lead by Example: Be the role model for your team. Demonstrate the qualities and work ethics you expect from your employees.
- Invest in Personal Development: Encourage and provide opportunities for continuous learning and improvement for both yourself and your team members.
- Effective Delegation: Learn to delegate tasks effectively. Trusting your team with responsibilities can lead to increased productivity and job satisfaction.
- Strategic Vision: Maintain a clear and strategic vision for the future. Effective leaders always have a plan and can communicate it clearly to their team.
- Provide Constructive Feedback: Offer constructive and actionable feedback that helps employees grow and improve in their roles.
Quote of the Show:
- “” You can’t really grow what you can’t predict.”
Links:
- LinkedIn: https://www.linkedin.com/in/schneider/
- Website: https://www.betterworks.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/1N6gtyA5WbE
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/X3ZPkWnJxL8
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Todays Guest is Jayashree Rajan, the CMO of Jitterbit. Jayashree sits down with host Chris Mechanic and shares valuable insights on context switching, emphasizing the importance of effectively transitioning between tasks and maintaining productivity. She also discusses her love for data and how leveraging it has been crucial to her success in marketing roles. The conversation dives into tools and best practices for managing a marketing team, optimizing the tech stack, and the benefits of using Jitterbit for business process automation.
Takeaways:
- Leaders need to cultivate the ability to switch contexts effectively. It involves transitioning seamlessly between different tasks, projects, and roles throughout the day to maintain productivity and focus.
- Embrace your inner data nerd. Utilize data analytics to inform decisions, understand market trends, and measure success. A/B testing and hypothesis-driven approaches to marketing strategies can yield significant insights and competitive advantages.
- Explore how enterprise automation and technology integration can streamline operations, improve efficiency, and reduce manual workload. Tools like Jitterbit can help in connecting different systems and automating workflows.
- A smooth and comprehensive onboarding process can significantly impact employee productivity and satisfaction. Using automation for routine tasks ensures that new hires have a positive start and can contribute to the team more effectively.
- Encourage your team to prioritize tasks based on their impact on business goals. Creating a culture where asking questions and clarifying doubts is encouraged can lead to more efficient project management and better outcomes.
- Utilize advanced tools and AI to enhance marketing efforts, from content repurposing to predictive lead scoring. Staying at the forefront of marketing technology and trends can significantly improve outreach and conversion rates.
- Encourage your team to experiment with new tools, technologies, and methodologies. Keeping an open mind to learning and testing can uncover new opportunities for growth and innovation within your organization.
Quote of the Show:
- “” - once you have a customer, you have to figure out how to keep them engaged, how to make sure that they're getting the best value and they continue to be your customer.
Links:
- LinkedIn:https://www.linkedin.com/in/jayashreerajan/
- Website: https://www.jitterbit.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/JZK5w1RpXuc
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is Adam Robinson, the CEO of Retention.com & RB2B. Adam and Host Chris Mechanic dive into how to run a successful Founder-led content strategy on LinkedIn, why content-market fit is crucial, and why personal stories work best for engaging with buyers. They also discuss how to build growth loops with your content and the benefits of different content distribution strategies.
Takeaways:
- When creating content, be vulnerable and tell authentic stories. Sharing challenges, failures, and insights not only humanizes your brand but can cut through the noise on platforms like LinkedIn. It fosters a deeper connection with your audience.
- Thought Leadership Should Flow from the Founder. Even if not directly selling, a constant stream of insights and thoughts from the company leadership can significantly boost team morale, attract top talent, and position your company as a leader in the industry.
- Like product-market fit, finding your content market fit - what resonates deeply with your target audience - requires perseverance, curiosity, and dedication. Adapt and refine your content strategy based on feedback and engagement.
- Your content efforts must be tailored based on whether your audience is active and engaged on the platforms you choose to focus on. This can significantly impact the effectiveness of your marketing strategies.
- Regular, meaningful posts that offer genuine insights or value tend to create and maintain engagement. Being consistent helps in building a reliable presence that your audience looks forward to interacting with.
- Use personal stories and experiences in your content. Sharing personal anecdotes or insights can significantly enhance the relatability and impact of your posts. It showcases real experiences which are often more compelling than generic content.
- Investing in LinkedIn content won’t make you really famous, but if done right, you'll become famous in a small niche of the world, which helps you and your company in every single way. Forming a parasocial relationship with tens of thousands of people in your market is a very good thing for business.
Quote of the Show:
- “I have people hurling themselves to work for me. My Glassdoor rating is a 2.” - Adam Robinson
Links:
- LinkedIn: https://www.linkedin.com/in/retentionadam/
- Retention.com Website: https://retention.com/
- RB2B Website: https://www.rb2b.com/
- Adam’s Cease & Desist Post on LinkedIn: https://www.linkedin.com/posts/retentionadam_cease-and-desist-activity-7188637237247459331-KOse?utm_source=share&utm_medium=member_desktop
Shoutouts:
- Founder Brand by Dave Gerhardt
- Chase Diamond: https://www.linkedin.com/in/chasediamond/
- Daniel Murray: https://www.linkedin.com/in/daniel-murray-marketing/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/6PmFWV0DRj0
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an experienced business leader specialized in revenue-driving go-to-market strategy, data-driven business innovation, building high-performing marketing teams with 10x measurable business impact. Carolyn Bao is the VP of Marketing at AppsFlyer and an Advisor at FlowGPT. Carolyn and Host Chris Mechanic explore the importance of curiosity as a key component of any marketer, how to reach better decisions through a scientific risk versus reward analysis, and what MarTech advancements you should be looking into.
Takeaways:
- Embrace curiosity as a core competency. Encourage your marketing team to ask "why" behind every strategy and decision. This builds a deeper understanding and can lead to more innovative solutions.
- Implement a structured approach to evaluate the risk and reward presented by different opportunities. This helps others on your team make more data-driven decisions by knowing how to balance the potential benefits against the risks.
- As a marketing leader, it’s your job to create an environment where taking calculated risks is encouraged and failure is seen as a step towards success. Most of the biggest lessons come from the biggest failures.
- Promote an atmosphere where team members are encouraged to explore areas outside their immediate expertise, fostering a culture of lifelong learners and versatile marketers.
- Invest in deeply-understanding your audience. Dedicate resources to both primary and secondary research to deeply understand your customers. This knowledge should drive your marketing strategies, ensuring they are customer-centric.
- Stay aware of advancements in emerging technologies such as generative AI and data collaboration tools. Understand their potential impact on marketing strategies and prepare your team to leverage these technologies effectively.
- Encourage ownership and accountability so that every member of your team feels like an owner of their projects, responsible for outcomes, and empowered to make decisions.
Quote of the Show:
- “The best growth usually comes from the worst failures.” - Carolyn Bao
Links:
- LinkedIn: https://www.linkedin.com/in/carolynbao/
- AppsFlyer Website: https://www.appsflyer.com/
- FlowGPT Website: https://flowgpt.com/
Shoutouts:
- Antonio Lucio: https://www.linkedin.com/in/antonio-lucio-72b6bb13/
- Emory University
- 80/20 Marketing by Perry Marshall
- Power: Why Some People Have It and Others Don't by Professor Jeffrey Pfeiffer
- Principles by Ray Dalio
- Becoming by Michelle Obama
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/1wKeeIeVkCA
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a dynamic, data-driven, and award-winning marketing exec with both public and pre-IPO experience in the B2B hyper-growth space. For more than 20 years, he's developed brands, integrated marketing programs, and positioning to really drive business outcomes at companies like Salesforce, AppDynamics, Five9, and Logic Monitor.
Ryan Kam is the new CMO of Egnyte, a cloud content security and governance platform that is trusted by 16,000+ businesses worldwide. Ryan joins Host Chris Mechanic for an in-depth discussion of his “Calculated Creativity” philosophy, how marketing leaders should allot their budgets to include innovation, and why authenticity is such a critical component of great messaging.
Takeaways:
- Embrace the idea of “Calculated Creativity”. Blend data-driven decision-making with creative risks to innovate and break patterns in marketing strategies. This combination is crucial for standing out in saturated markets.
- Allocate resources with 70% on foundational marketing activities that drive awareness and pipeline, 20% on optimizing what works, and 10% on exploring new, innovative ideas that could be game-changers.
- Recognize the importance of storytelling in conveying complex data and analytics in a way that resonates with your audience. Use storytelling to make data compelling and memorable.
- Concentrate on revealing what’s already awesome about your company and culture through your messaging. Authenticity and distinctness in messaging can significantly impact audience engagement.
- Always be in a state of learning and adapting, especially with the rapid evolution of technology and AI in marketing. Continuously seek out and test new platforms, tools, and strategies.
- Prioritize listening and adaptability. Listen to your team, your audience, and your data. Be adaptable in your approach and willing to pivot based on new insights, feedback, or changes in the market.
- Emphasize the long-term value of brand and awareness activities, even in a performance-driven marketing environment. These efforts are essential for entry into new markets and long-term growth.
Quote of the Show:
- “It's not my job to create messaging. My job is to reveal what's already awesome about the culture and the company and highlight that in an authentic, distinct way.” - Ryan Kam
Links:
- LinkedIn: https://www.linkedin.com/in/ryanjkam/
- Egnyte Website: https://www.egnyte.com/
Shoutouts:
- RB2B.com: https://www.rb2b.com/
- HeyGen: https://www.heygen.com/
- Rask AI: https://www.rask.ai/
- TikTok Ad Library: https://library.tiktok.com/ads/
- Algorithms To Live By by Brian Christian and Tom Griffiths
- Made To Stick by Chip Heath and Dan Heath
- The Advantage by Patrick Lencioni
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/GiKOd0U6FtQ
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a seasoned marketing executive known for her successful track record in leading companies through transformational growth. Cindy Zhou is the CMO of KnowBe4, an Advisor for Sendoso, and a Founding Member of CMOHuddles. Cindy joins Host Chris Mechanic to dig into the importance of customer empathy as a pivotal element for marketing success, highlighting the need for personal interactions over data-driven assumptions. Cindy shares her strategic approach to customer engagement, emphasizing the significance of listening to sales calls and directly communicating with customers to truly grasp their needs and motivations.
Takeaways:
- Gain a deep understanding of your customers' motivations and challenges by actively listening to sales calls and engaging directly with customers whenever possible. This foundational step is crucial for truly resonant marketing strategies.
- Encourage the entire marketing team, regardless of their role, to directly engage with customers and listen to their feedback. This could include joining sales or onboarding calls and responding personally to customer inquiries to foster deeper connections and gain firsthand insight into their needs and experiences.
- Use AI tools like Gong, Chorus, or similar, to analyze sales calls to better understand of customer language and needs. These insights can then inform content creation, ensuring messaging aligns with actual customer expressions and concerns.
- Utilize established frameworks, like Donald Miller's StoryBrand, to craft company messaging. This approach helps in structuring messages that resonate deeply with customers by positioning their needs and outcomes at the center of the narrative.
- Integrate learnings from customer onboarding sessions into marketing strategies. This may involve tailoring content or campaigns based on common questions or challenges faced by new customers, thus improving engagement and reducing churn.
- Given the preference for quick consumption, experiment with creating concise, engaging video content that can quickly capture attention and convey key messages. This aligns with current social media trends and consumer preferences.
- Encourage ongoing learning within the team, including staying up-to-date with the latest marketing tools, trends, and customer behavior insights. Foster an environment where experimentation and innovation are encouraged.
Quote of the Show:
- “Nothing beats actually talking to customers” - Cindy Zhou
Links:
- LinkedIn: https://www.linkedin.com/in/cindyzhou/
- Website: https://www.knowbe4.com/
- The Inside Man Series: https://insideman.knowbe4.com/
Shoutouts:
- Donald Miller: https://www.linkedin.com/in/donald-miller-storybrand/
- Building a StoryBrand by Donald Miller
- Tomi.ai: https://tomi.ai/
- Winning by Jack Welch
- The Leader You Want to Be by Amy Jen Su
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has played pivotal marketing roles at high growth companies like Conga and InContact. Randy Littleson is the CMO of Salesloft. Randy joins Host Chris Mechanic to discuss the impact of align marketing goals with revenue goals, how to succeed by including the sales team in your planning, and why marketing’s job doesn’t end at the top of the funnel. Randy also shares how he’s thinking about AI’s place in B2B sales tools and what Salesloft’s acquisition of Drift will mean for future sellers and sales organizations.
Takeaways:
- Align marketing goals with sales and the broader organizational revenue objectives. This ensures every marketing effort contributes directly to the bottom line. Regularly communicate with the sales team to update goals and strategies, ensuring alignment at all times.
- Develop an operational framework that supports your aligned goals. This might include clear plans, timelines, and KPIs that both sales and marketing teams can work towards.
- Avoid "random acts of marketing" by sticking to a plan that is cohesive, strategic, and directly linked to company-wide revenue goals.
- Over-communicate plans, successes, and lessons learned with both the sales team and within the marketing team itself. This ensures everyone is on the same page and can contribute to refining and executing strategies.
- Involve sales teams in planning marketing campaigns. Their insights can provide valuable direction and ensure the marketing efforts are more targeted and effective.
- View marketing and sales not as separate entities but as parts of a single revenue-generating team. This perspective helps in creating strategies that are more holistic and encompassing of the entire customer journey.
- Marketing’s job is full cycle. That means marketers should not only focus on lead generation but also on enabling sales to close more deals and post-sale customer engagement.
Quote of the Show:
- “Marketing’s job is full-cycle.” - Randy Littleson
Links:
- LinkedIn: https://www.linkedin.com/in/randylittleson/
- Salesloft Website: https://www.salesloft.com/
Shoutouts:
- Feedly: https://feedly.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/Cbr_5sW8Tec
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has over 25 years of marketing experience in which she has executed campaigns for household name brands like Wachovia, Energizer, Safeway, Nabisco, Ocean Spray, Black Decker, and many others. She is also a founding member of the DC Chapter of CHIEF, which is an organization devoted to connecting and empowering women in leadership. Pam Piligian is the Chief Marketing Officer of Navy Federal Credit Union. Pam joins Host Chris Mechanic to discuss an extremely powerful quote from the Honorable Ruth Bader Ginsburg that every marketer should live by. Pam also shares why continual testing and iteration are crucial to succeeding in marketing, how to prioritize customer privacy while utilizing their data, and how to use storytelling to reach multiple audiences with different needs.
Watch the full episode on YouTube: https://youtu.be/RfANEBoAi-4
Takeaways:
- Always align marketing efforts with revenue generation. Brand awareness and metrics are important, but they must ultimately contribute to the company's bottom line. Encourage your team to always question how their projects contribute to revenue to maintain focus on impactful activities.
- In the planning stages of every marketing campaign, ask how it will add value or serve your audience. This builds trust and loyalty over time as part of the ongoing relationship between your brand and your customers.
- Marketing is a relationship business. Every interaction and touchpoint with your brand is an opportunity to deepen the connection with your audience.
- Utilize the data available to you to tailor your marketing efforts to the unique needs and preferences of your audience. In so doing, be mindful of the insights customer data provides while also considering your customer’s privacy.
- Implement a continuous testing environment. It promotes innovation and ensures you are always ahead in understanding what resonates with your audience.
- Create an atmosphere where it's safe to take risks and embrace failures. Celebrate learning from failures as much as celebrating successes. This fosters innovation and encourages team members to propose bold ideas.
- Encourage each member of your marketing team to find activities that recharge them and ensure they make their personal well-being a priority alongside their professional responsibilities.
Quote of the Show:
- “All CMOs really have to be revenue-driven. We can talk about brand metrics til the cows come home, but until that can turn into revenue, it's a missing gap.” - Pam Piligian
Links:
- LinkedIn: https://www.linkedin.com/in/pam-piligian-324582/
- Company website: https://www.navyfederal.org/
Shoutouts:
- The One Big Thing by Gary Keller: https://a.co/d/1ltryWn
- Simon Sinek
- Adam Grant
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/RfANEBoAi-4
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s episode features five outstanding women in marketing and highlights the secrets to marketing success they shared in a past episode. Jill Kellett is the Vice President of Product & Marketing at Root Insurance. Jill details her approach to evaluating and setting up a creative team for success and the six key competencies critical to successful creative teams. Tifenn Dano Kwan is the CMO of Amplitude and shares how to implement a potent Product-led Growth motion. Melissa Rosenthal is the Chief Marketing Officer at Insight Timer and discusses how to strategically use humor in B2B product marketing. Melissa Wright is the CSO and CMO of American Pacific Mortgage and discusses the impact of leading your team through radical generosity. Sydney Sloan is the first-ever CMO of Drata and shared the Five-part Alignment Framework for market evaluation and why segmentation is a critical part of any marketing strategy.
Jill Kellett’s Links:
- Full Episode: http://revenuedrivencmo.com/how-to-build-your-creative-team-with-jill-kellett-vice-president-of-product-marketing-at-root-insurance
- LinkedIn: https://www.linkedin.com/in/jill-kellett/
- Personal Website: https://jillkellett.com/
- Root Website: https://www.joinroot.com/
Tifenn Dano Kwan’s Links:
- Full Episode: http://revenuedrivencmo.com/how-to-make-your-plg-motion-pack-a-punch-with-tifenn-dano-kwan-cmo-of-amplitude
- LinkedIn: https://www.linkedin.com/in/tifenndano/
- Amplitude Website: https://amplitude.com/
Melissa Rosenthal Links:
- Full Episode: http://revenuedrivencmo.com/humanizing-b2b-marketing-with-humor-with-melissa-rosenthal-cmo-of-insight-timer
- LinkedIn: https://www.linkedin.com/in/melissarosenthal5/
- Insight Timer Website: https://insighttimer.com/
Melissa Wright Links:
- Full Episode: http://revenuedrivencmo.com/leading-with-radical-generosity-with-melissa-wright-cso-and-cmo-of-american-pacific-mortgage
- LinkedIn: https://www.linkedin.com/in/melissa-wright-b70bb58/
- American Pacific Mortgage Website: https://www.apmortgage.com/
Sydney Sloan Links:
- Full Episode: http://revenuedrivencmo.com/the-5-part-marketing-alignment-framework-with-sydney-sloan-cmo-of-drata
- LinkedIn: https://www.linkedin.com/in/sydsloan/
- Twitter: https://twitter.com/sydsloan
- Drata Website: https://drata.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/xMbEe-g3mCg
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is TJ Waldorf, Chief Marketing Officer at OneWorldSync. TJ joins Host Chris Mechanic to discuss his journey from sales to marketing, emphasizing the importance of staying close to marketing fundamentals despite the allure of new technologies like AI. TJ also shares insights on the significance of direct customer engagement and maintaining a focus on basic marketing strategies.
Takeaways:
- Stick to the fundamentals of marketing, even with AI and shiny new tools. Engaging with customers, delivering the right message at the right time to the right people remains crucial.
- Sales and marketing are not isolated functions; they're deeply interconnected. Even as a marketer, it's essential to maintain direct contact with customers and understand their perspectives.
- Look for opportunities to learn directly from customers. For example, a CEO made a point of interacting with at least one customer daily and shared insights from these interactions company-wide. This fosters a customer-centric culture and ensures that the entire company is aligned with customer needs and expectations.
- Dedicate time each week to dive into customer feedback, like satisfaction surveys and NPS scores. This not only helps in understanding customer sentiment but also provides real, actionable insights that can guide marketing strategies and initiatives.
- Don’t shy away from the ‘basics’ of your job, no matter how high you climb the ladder. Being involved in messaging and understanding the impact of marketing efforts through metrics like open rates and response rates is crucial. It ensures that your marketing efforts remain grounded and effective.
- Embrace tasks that don't scale. Sometimes, diving deep into the nitty-gritty aspects of your business, like manually reviewing how leads are managed in the CRM, can uncover valuable insights that automated processes miss.
- A mix of inbound marketing, community engagement, and a proactive sales development team can create a powerful revenue engine. It’s critical to balance these elements and continuously evaluate their effectiveness.
Quote of the Show:
- “Get in front of customers, grab lunch, have dinners. Don't think that that's not part of your role because you're in marketing and not in sales. It really is part of our role.” - TJ Waldorf
Links:
- LinkedIn: https://www.linkedin.com/in/tjwaldorf/
- 1 World Sync Website: https://1worldsync.com/
Shoutouts:
- Taking People With You by David Novak
- High Output Management by Andrew Grove
- The CMO Podcast: https://www.jimstengel.com/the-cmo-podcast/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/LveJh5zrO-8
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Our guest today has led marketing teams at a wide variety of brands, including B2B, B2C, startups, and Fortune 500 businesses. Patrick Reynolds is the CMO of BlueConic. Patrick joins host Chris Mechanic to explore how to actually help buyers in their research, how to carefully segment prospects without getting in their way, and what Customer Data Platforms enable marketers to do with data. Patrick also shares how marketers should be leveraging intent tools to cultivate a deep understanding of customer journeys. Additionally, Patrick sheds light on how to navigate the post-cookie era by using first-party data to deliver highly personalized experiences.
Takeaways:
- Be voracious observers of the marketplace and customer behavior. Understand that sometimes the most crucial insights come from simply watching and understanding your target audience.
- When creating your content, position your brand to be readily available without bombarding the potential customer with sales messages right away. Respect their research phase and present your brand as a helpful resource.
- Customize your marketing approach based on the phase your customer is in within their buyer's journey. The one-size-fits-all strategy does not work. Tailor your content and interactions to be useful and relevant according to the customer's current needs.
- Utilize intent tools to better identify potential customers in the research phase. Additionally, gather insights from current customers and closed-lost deals about their journey and decision-making process to refine your strategies.
- Implement self-selection mechanisms on digital platforms to segment your prospects based on things such as their industries and buying stage. Use content on your website or landing pages that allow potential customers to identify their own needs, industry, or stage in the buying process. This facilitates more personalized and relevant engagement.
- Marketers need to shift away from a transactional mindset in order to foster genuine, value-driven engagement. Ask customers what they want or need and provide them with exactly that.
- Be open and honest with prospects about your offerings, strengths, and how you compare with competitors. Sharing comprehensive information, including third-party analyses, empowers the customer to make an informed decision.
Quote of the Show:
- Regarding Spam outreach, “It's actually antithetical to the purpose of marketing, which is awareness, consideration, intent, desire, all those things. I just go, I don't want to ever hear from these jamokes again, because they just constantly harangue me.” - Patrick Reynolds
Links:
- LinkedIn: https://www.linkedin.com/in/patreynolds/
- BlueConic Website: https://www.blueconic.com/
Shoutouts:
- Atomic Habits by James Clear
- James Clear’s Masterclass: https://www.masterclass.com/classes/small-habits-that-make-a-big-impact-on-your-life
- Clayton Christensen
- Good to Great by Jim Collins
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a seasoned marketing professional with experience across major companies like PepsiCo, Visa, Expedia Group, LendingTree, and now at Savvy Matters. Shiv Singh is the author of Savvy, Editor of the Savvy Matters newsletter, and Co-Founder of the AI Trailblazers community. Shiv joins Host Chris Mechanic to share insights from his career path, the importance of zagging when others are zigging, and the evolving role of AI in marketing. He delves into how performance marketing is becoming commoditized due to automation and suggests that future marketers need to focus on brand building, loyalty, and product innovation. Shiv also discusses the potential for AI to change human interactions and emphasizes the importance of understanding psychology in the AI era. He advocates for a people-first approach to technology and suggests that SMBs could lead in adopting AI due to their agility.
Takeaways:
- Embrace your uniqueness and leverage it in professional settings. This mindset can inspire you and your team to think creatively without being afraid to explore unconventional ideas.
- The value of foresight in marketing cannot be overstated. Being able to anticipate trends and shifts before they happen gives a marketer a significant edge. Encourage your team to stay informed and perceptive to foster an environment where foresight is a common trait.
- If you are a marketing leader, you need to stay informed about AI but remember that technology alone is not a silver bullet. The integration of AI in marketing strategies should be thoughtful, enhancing human creativity and intuition rather than replacing it.
- Psychology will play a critical in future marketing efforts, particularly as AI becomes more integrated into our lives. Understanding human behavior and emotions will be pivotal. This highlights the importance of developing empathetic skills and psychological insights.
- Being curious and a lifelong learner should be prerequisites for any marketing role. Encourage your team members to pursue learning in emerging fields as this can lead to breakthroughs and innovation.
- Despite advancements in AI, the human aspects of marketing—empathy, understanding, creativity—will continue to be invaluable. This reaffirms the importance of cultivating these skills.
Quote of the Show:
- “One of the most important traits that a marketer can have is foresight.” - Shiv Singh
Links:
- LinkedIn: https://www.linkedin.com/in/shivsingh/
- AI Trailblazers Website: https://www.aitrailblazers.io/
- Savvy Matters Substack: https://beingsavvy.substack.com/
- Book Link: https://www.amazon.com/dp/1940858720/
Shoutouts:
- Figure: https://www.figure.ai/
- Microsoft CoPilot: https://copilot.microsoft.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/Ff_ht_mJ9iY
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has been called a force of nature and came up as a designer and art director. She gained extensive experience in retail and e-commerce world in digital marketing, serving in leadership roles at companies like Express and Lane Bryant. Jill Kellett is the Vice President of Product & Marketing at Root Insurance. Jill joins Host Chris Mechanic to detail her approach to evaluating and setting up a creative team for success and the six key competencies critical to successful creative teams. Jill also discusses the unique challenges of disrupting the insurance industry and the role of data science in Root Insurance's marketing strategies.
Takeaways:
- Use a comprehensive approach to assessing your creative team’s structure through close observation over a period of 3 to 4 weeks. This involves individual and collective analysis to understand how each team member fits and contributes to the overall team dynamics.
- There are six core competencies each member of your team should have. These competencies; curiosity, disciplined problem solving, systems thinking, ability to disagree and commit, outcome orientation, and positive dynamics can apply to any team in the organization, not just creatives. Each competency serves as an indicator of an efficient and effective team player.
- Creative teams should have the freedom to ideate, conceptualize, and work on briefs even without explicit guidelines. This gives room for creativity and might lead to a better outcomes.
- The ability to professionally disagree and still commit to decisions made by the team is crucial for team progress and harmony. This involves accepting and working through decisions even if one doesn't fully agree with them.
- Being customer-oriented is crucial in marketing. In an industry where the experience is key, such as insurance, it becomes even more critical to focus on providing an excellent customer experience.
- Results and data play an important role in creative work. There is a shift in the art and science of marketing where the creative aspect is crucial, but so is understanding the performance and results from a data standpoint.
Quote of the Show:
- “We are seeing a huge shift in the artand science of marketing. As the science becomes more and more automated, creative is really the big lever.” - Jill Kellett
Links:
- LinkedIn: https://www.linkedin.com/in/jill-kellett/
- Personal Website: https://jillkellett.com/
- Root Website: https://www.joinroot.com/
Shoutouts:
- The Five Dysfunctions of a Team by Patrick Lencioni
- Forbes Article mentioned: https://www.forbes.com/sites/85broads/2014/02/06/how-to-hire-curious-people-and-keep-curiosity-alive/?sh=1e75e20d94e3
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/64iuDfdgv_w
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an LGBTQ advocate, a motorcyclist who loves nature, and an empathetic marketing leader who believes in the power of data and collaboration. They are curious and adventurous, with a growth mindset and a passion for authentic connections. Tifenn Dano Kwan is the CMO of Amplitude, an Advisor to Madkudu, and an Executive Advisory Board Member at G2. Tifenn joins Host Chris Mechanic to share how to implement a potent Product-led Growth motion, why you need to be thinking about the LTV to CAC ratio, and how to start harnessing customer behavior data to drive growth.
Takeaways:
- Embrace the use of Product-Led Growth (PLG) with digital products. By focusing on the user experience, simplifying onboarding, providing freemium options, and ensuring end-user independence, businesses can drive engagement and loyalty.
- Prioritize efficiency and profitability by gauging the effectiveness of a campaign on the ratio of Lifetime Value (LTV) to Cost of Acquisition (CAC). It provides a quantitative measure to assess the efficiency of marketing channels and campaigns.
- Leveraging behavioral data can significantly help businesses in making informed decisions, improving customer experience, and thereby driving revenue, especially for companies using PLG.
- Understand the impact that marketing plays can make on customer retention. With increasing focus on profitability, retention becomes a key aspect in driving sustained revenue growth. Effective retention measures can lead to improved LTV to CAC ratios.
- Prepare your team and business for scalability. As businesses evolve, the systems and processes need to grow and adapt. It is key to ensure that the organizational structure supports scalable growth while maintaining the creative innovation of a startup environment.
Quote of the Show:
- “So in short, when you start thinking about Product-Led Growth, this is a mindset.” - Tifenn Dano Kwan
Links:
- LinkedIn: https://www.linkedin.com/in/tifenndano/
- Website: https://amplitude.com/
Shoutouts:
- Patrick Lencione
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/P9oHKwYBP-Y
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has shown over his 20 year career in this business to be a dynamic leader within the mortgage industry. During his career he’s spent years in production as a nationally ranked, top 1% loan originator and organically created top-producing branches for large, national lenders. Alec Hanson is the CMO of loanDepot, author of Bypassed, and host of the Modern Lending Podcast. Alec joins Host Chris Mechanic to dive into the interconnected nature of sales and marketing, why LinkedIn is one of the most under-the-radar social media platforms for driving B2C growth, and how to empower your sales teams to create their own content.
Takeaways:
- Sales and marketing have a symbiotic relationship. By having a background in sales, you gain a unique perspective into customer behavior, enabling better-targeted marketing strategies that cater to customer needs effectively.
- Organic social media is a powerful tool for enhancing brand reach, especially if you prioritize customer-centric content. authenticity and prioritizing consumer interests in digital marketing efforts are critical. Engage with your audience on platforms where they are most active.
- It’s crucial to be agile in responding to market changes, especially social media trends, emphasizing the significance of reading market signals and adapting promptly to maintain a competitive edge.
- Stay ahead of market trends by adopting a forward-thinking approach to strategy formulation, focusing on predictive analysis rather than reactive measures to anticipate market shifts effectively.
- Foster a culture of continuous learning and adaptation, don’t fall victim to the fallacy of 'knowing it all'. Embrace humility and openness to new ideas, recognizing that continuous learning and market listening are essential for staying relevant and innovative in a competitive landscape.
- Some of the best-performing paid ads can come from repurposing your team's organic UGC (user-generated content).
Quote of the Show:
- “Sales and marketing are like two sides of the same coin. They're very different things, but they're very interconnected things.” - Alec Hanson
Shoutouts:
- How to Win Friends and Influence People by Dale Carnegie
- Gary Vaynerchuk
- Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
- The Great Divorce by C. S. Lewis
Links:
- LinkedIn: https://www.linkedin.com/in/alec-hanson/
- Personal Website: https://alechanson.com/
- Podcast Link: https://alechanson.com/modern-lending-podcast/
- Book Link: https://alechanson.com/bypassed/
- loanDepot Website: https://www.loandepot.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/QZCaP8KVeOc
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a seasoned marketing leader with over a decade of experience leading global organizations across the B2B SaaS landscape. Ali Fazal is the VP of Marketing at GRIN and a Member of the Forbes Business Development Council. Ali joins Host Chris Mechanic to discuss the importance of investing in a strong content engine as the foundation of your company’s marketing strategy. They also dive into the place of AI in the toolbox of modern marketers, how to build awareness amongst latent stage buyers, and the evolving role of a website for B2B SaaS companies.
Takeaways:
- A strong content engine is the bedrock of not only the marketing team but everyone in the organization involved with the go-to-market strategy. A strong base of content serves as a north star for the organization for how they speak about their products and category.
- The key to creating great content is to make sure that your content team is closely aligned with the business goals. Each piece of content that you develop needs to be done for a reason. Being purposeful with the content you develop is the key to success.
- When setting out to create content, it is critical to have a plan in place that corresponds with the overall strategy and is tied to specific goals. You don’t want the CEO to create a list of things they think would be cool and have the content team execute it.
- The business goal propelling your content should always center on solving your customers' issues. Your content should be closely connected with business goals and geared towards solving a customer’s problem even if they aren’t currently in the buying cycle.
- It’s important for brands to be seen as leaders in their space. A key to becoming synonymous with your category is for brands to align their content and marketing objectives with the larger context of the industry’s needs and trends.
- While AI is a powerful tool, it can't replace the inherent creativity and strategic thinking of humans. It can serve as a tool for efficiency and for getting the creative process started, but depending solely on AI for creative output won’t yield the best results.
Quote of the Show:
- “People remember people who help them solve problems.” - Ali Fazal
Links:
- LinkedIn: https://www.linkedin.com/in/alifazal1/
- GRIN Website: https://grin.co/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/XFVOfEhWVoo
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is not only an acting CMO but also a CEO and Founder. A lawyer by training, he made an incredible pivot and became a serial entrepreneur and marketing leader. Emeric Ernoult is Co-founder & CEO of Agorapulse, an all-in-one, self-service social media platform for SMBs and agencies. Emeric joins Host Chris Mechanic to discuss the importance of deeply questioning potential customers to uncover their needs, How to achieve product-market fit, and innovative approaches to building an SEO strategy.
Takeaways:
- Rather than trying to meet the surface-level desires or 'wants' of customers, dig deep to understand their actual 'needs'. The wants vs needs discrepancy is an important distinction that can lead to more successful and beneficial product development.
- Spend as much time as possible asking insightful questions to your potential customers. Dive deep into their thought process, understanding why they make decisions, and how you can provide better solutions.
- Traditional marketing practices merely skim the surface of customer interactions, but adopting an exploratory approach helps discover the truth about what customers really need. Using psychotherapist-like techniques in probing can yield more authentic insights.
- Prepare the market ahead of a product launch. Work on building an audience and market for your product before it's fully ready to launch. Set up the structure that will channel the necessary visibility and awareness by the time the product is ready to launch.
- Use newsjacking and capitalize on the currency of trending topics or breaking news to create engaging content.
Quote of the Show:
- “Spend an insane amount of time asking questions to your potential customers.” - Emeric Ernoult
Links:
- LinkedIn: https://www.linkedin.com/in/ernoult/
- Agorapulse Website: https://www.agorapulse.com/
Shoutouts:
- Harvestr: https://harvestr.io/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a brilliant, data-driven marketer with a wealth of experience in both SaaS and Ecommerce companies including Clove + Hallow, Dray Alliance, and UPS. Lindsay Britt is a Fractional CMO, the Founder of The Rocket CMO, and an advisor for Todlr. Lindsay joins Host Chris Mechanic to discuss why you should embrace wacky ideas, how to maximize the value of your content, and why continuous learning is so critical. Lindsay also shares her experiences of starting as a Fractional CMO and the challenges she’s had to overcome.
Takeaways:
- Emphasize exploring innovative and unconventional strategies in marketing, especially in the B2B environment. Non-traditional tactics can attract attention, cut through the noise in the market, and alter economic outcomes.
- Be open to learning from different industries to derive unconventional ideas that actually cut through the noise of B2B marketing.
- Contrary to the idea that the only content that works today is short-form, long-form content can be powerful, even in B2B marketing. Detailed and valuable content can keep audiences engaged, boost conversions, and enhance brand reputation through displayed expertise.
- Accessibility of content, even un-gated, attracts leads who might want to reference information later. For example, you could share un-gated written content and provide a short form so prospects can download your content as a PDF for later.
- Fractional CMOs offer a valuable resource by bridging the gap between the need for high-level marketing direction and the necessity of a full-time executive. They assist in developing and executing marketing strategies, managing marketing teams, and aiding businesses to reach their growth goals.
- Continuous learning and growth are fundamental in the marketing industry. It’s critical to stay up-to-date with new technologies and marketing trends to expand your skill set. Companies should invest in ongoing training and development for their employees to maintain their competitive edge.
Quote of the Show:
- “Try wacky, crazy things.” - Lindsay Britt
Links:
- LinkedIn: https://www.linkedin.com/in/lindsaymbritt/
- Company website: https://www.therocketcmo.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/8oREMtlmMtk
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a forward-thinking, inspiring, and exceptional leader. She was named to Forbes' 30 Under 30, Business Insider’s 30 Most Creative People Under 30, and one of Digiday's "Changemakers". She formerly led marketing as Executive Vice President at Cheddar and VP of Global Creative at BuzzFeed. She was instrumental in helping her last company grow from 0 to 6 Million Users in 5 Years.
Since recording with Chris, Melissa Rosenthal has moved on from her role as Chief Creative Officer at ClickUp and started a new role as Chief Marketing Officer at Insight Timer. Melissa and Host Chris Mechanic discuss how to strategically use humor in B2B product marketing, the key components of Product-Led Growth, and the importance of implementing user feedback.
Takeaways:
- The key to creating ads that are both funny and effective is making them address the actual problems faced by users in a humorous and relatable way to drive the narrative and enhance its appeal. Speak to existing conversations happening around the needs and struggles of your target customers. Make sure to understand how they feel about the problem and the language they use to describe the problem. Digital communities, on sites like Reddit, can be amazing sources to help you the nuances of your customer.
- Great campaigns balance communicating product value with humor in an ad. This makes it feel less like an ad and can be less offputting to customers. With the right tone, B2B marketing can resonate deeply and stay memorable.
- It's essential to gauge the reception of an ad before fully launching it, especially when it hinges on humor. Use a tool for user testing to assess the potential reception and measure whether it will be well-received.
- Leveraging the power of PLG (Product-Led Growth) has been one of the major driving forces towards ClickUp's success. Any amount spent on marketing campaigns would go to waste if the product itself wasn't fundamentally strong and helpful to users.
- Examine all of the interaction points in the customer journey and even though attributing the main source of conversion might be tough, all touchpoints have an essential role and need to be understood.
- Providing users with easy-to-access and easy-to-implement templates is a simple way to supercharge your PLG motion and increase conversions from demos. Templates are a great way to onboard users quickly and efficiently, helping them rapidly grasp key product features.
Quote of the Show:
- “I've always led with a contrarian view in everything that I've done.” - Melissa Rosenthal
Links:
- LinkedIn: https://www.linkedin.com/in/melissarosenthal5/
- Insight Timer Website: https://insighttimer.com/
Shoutouts:
- Alex Hormozi
- How Brands Grow by Byron Sharp
- Grit by Angela Duckworth
- The Surrender Experiment by Michael Alan Singer
- Anthony Kennada: https://www.linkedin.com/in/akennada/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/uuuEiwrVvVI
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an award-winning product marketing leader with over a decade of experience building and scaling successful product marketing teams. She is the former VP of Product Marketing & Lifecycle at Kajabi. Tamara Grominsky is the Founder of PMM Camp, a community specifically for product marketing leaders, and an Advisor at Klue. Tamara joins Host Chris Mechanic to dive into the strategic impact of product marketing within a company, what the leadership career path looks like for product marketers, and what effective product marketing looks like in companies of different sizes.
Tamara also highlights the cross-functional nature of product marketing and why successful product marketing strategies involve everything from market research, segmentation, value testing, and running beta programs to evaluating the adoption of products. This is a must-watch episode for anyone considering a career in product marketing or looking to improve their existing product marketing strategies.
Takeaways:
- Product marketing shouldn't be seen just as a part of marketing, it is more of a strategic role. Product marketers need to be deeply involved in market research, customer segmentation, pricing, and packaging strategy, message and value testing.
- For a product marketer, it is critical to validate product value rapidly and iterate based on feedback. This should involve activities like running early adoption programs, testing messaging around product value prop, and getting insights about what customers want.
- Successful product marketing requires a profound understanding of your customers and their needs, which can then be used to improve the targeting of demand generation efforts, the product's positioning, and the user experience.
- Product marketers in the SaaS world should focus on the adoption and penetration of a product, perform continuous value testing, and use a data-driven approach to gauge campaign success or user behavior. Don’t restrict the evaluation to just the top of the funnel, also consider down-funnel metrics such as sell-through rates and customer lifetime value (LTV).
- Product marketing can open doors to various career paths, not just becoming a CMO. There are potential paths to roles like Chief Product Officer (CPO) or Chief Strategy Officer (CSO).
- Product marketing should ideally exist as an unbiased entity, outside of product or marketing, that interacts closely with different departments in the company such as product teams or finance teams, from the discovery process to post-sale customer experience.
Quote of the Show:
- “I actually don't believe that product marketing is marketing. I think think that it is strategy” - Tamara Grominsky
Links:
- LinkedIn: https://www.linkedin.com/in/tamaragrominsky/
- PMM Camp website: https://www.pmmcamp.com/
Shoutouts:
- James Clear - Author of Atomic Habits
- The 3-2-1 Newsletter - Newsletter from James Clear
- Ryan Holiday - American marketer and author
- Brené Brown - Author
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/wVf1AG9peKo
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has been ranked as a top marketing leader, is a 7-time winner of Best of State, and was nationally recognized as one of the Elite Women in Mortgage. She is an expert in strategic design, sales & marketing innovation, and helping emerging leaders find purpose in their work. Melissa Wright is the CSO and CMO of American Pacific Mortgage! Melissa joins Host Chris Mechanic to discuss the impact of leading your team through radical generosity. Melissa and Chris also delve into the finer points of personal branding, how a national company can dominate local search results, and how to use video as part of your approach to mentoring team members.
Takeaways:
- Leading with generosity is a powerful concept that emphasizes providing and reciprocating value to those around you. Sharing resources, time, knowledge, and support are four ways the power of generosity can shape business relationships and inspire team loyalty.
- Embrace opportunities that may be outside of your apparent role; these can lead to greater responsibilities, knowledge, and career advancements.
- It’s vital to stay aware of the larger market trends and challenges, such as the impact of interest rates, and have strategies to address them that can significantly impact your business's success in a competitive landscape. It’s important to stay informed and proactive in addressing customer challenges.
- Understanding your customers’ journey is critical to ensuring they get the relevant, accurate, and helpful information they need. Be generous and create valuable, educational content that helps them find solutions to their challenges.
- Focus on building an authentic personal brand, ensuring your business's values and identity resonate with your target audience. Leverage social media platforms to further expand reach and connectivity.
Quote of the Show:
- “You can be generous in both your business and in your life and those are things that truly pay dividends.” - Melissa Wright
Links:
- LinkedIn: https://www.linkedin.com/in/melissa-wright-b70bb58/
- Company website: https://www.apmortgage.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/tRZs6MtSRSg
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an investor, advisor, mentor, and marketing visionary with decades of Go-To-Market experience in leading B2B SaaS companies on GTM strategy, brand, strategic partnerships, product launches, and customer journey. She’s a Partner at Stage 2 Capital and has served as an advisor to companies like G2, Alyce, Marketo, and Demandbase. Sydney Sloan is the first-ever CMO of Drata, which is transforming the way companies achieve compliance and build trust with their customers. Sydney joins Host Chris Mechanic to discuss the Five-part Alignment Framework for market evaluation, why segmentation is a critical part of any marketing strategy, and the unique value of strategic partnerships. Sydney also emphasizes the importance of collaborative decision-making and some advice for marketers launching new products.
Takeaways:
- The Five-part Alignment Framework is an approach to market evaluation. This includes assessing potential market segments based on five criteria: size of addressable market (including an account-specific analysis); required investment for go-to-market strategy; product-market fit; potential for competitive advantage; and partnership opportunities. This holistic evaluation process helps prioritize strategic initiatives.
- It’s imperative to have a focused and segmented approach to your marketing strategy. Rather than tackling multiple markets simultaneously, prioritize a few key markets for maximum impact.
- Despite having many potential markets, leaders should resist the urge to explore all at once. Success comes from focusing on winning in select markets rather than spreading resources too thinly across multiple fronts.
- The decision to focus on certain market segments should be made in conjunction with the leadership team. This ensures buy-in from all stakeholders and prevents potential conflicts down the line.
- Establishing unique strategic partnerships can offer a competitive edge in the market, provide access to new customer segments, and allow quicker expansion into new geographical territories.
- Rapid, consecutive product launches can lead to customer exhaustion and lessen the impact of each launch. Instead, consider grouping product launches as part of a bigger, less frequent event to ensure they gain the traction and attention they deserve.
Quote of the Show:
- “I don't want to just play, I want to win.” - Sydney Sloan
Links:
- LinkedIn: https://www.linkedin.com/in/sydsloan/
- Twitter: https://twitter.com/sydsloan
- Company website: https://drata.com/
Shoutouts:
- Play Bigger by Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney
- The 15 Commitments of Conscious Leadership by Jim Dethmer, Diana Chapman, and Kaley Klemp
- Patrick Lencioni - Author
- The Advantage by Patrick Lencioni
- The Five Dysfunctions of a Team by Patrick Lencioni
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/G2RzJom133g
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a marketing leader with over 20 years of experience. She’s built 3 marketing departments from 0 to 40 employees. She enjoys innovating marketing strategies and thinking outside the box to meet customers where they are. Martha Aviles is the CMO of Aventus which provides Blockchain-as-a-Service for mid-market enterprises. Martha joins Host Chris Mechanic to explain how to mitigate risk with marketing by building a marketing ecosystem, testing what is counterintuitive, and both repurposing content and tracking. Through mitigating risk in these three ways, marketers gain a broader perspective that emphasizes a blend of strategy, creativity, and patience in carrying out successful marketing endeavors.
Takeaways:
- A diverse marketing ecosystem that leverages different channels ensures you can reach your customers from various touchpoints. Building such an ecosystem mitigates risk as it doesn't depend on any single platform's performance.
- Marketers need to maintain an open mind towards experimentation, even testing seemingly wacky ideas. These could be new channels or different tactics which might seem counterintuitive but could potentially open doors to new customer segments.
- Make the most of your content by repurposing it across various formats. This enhances its reach but also optimizes the resources invested in creating it. A webinar, for example, can be converted into blog posts, short video clips, infographics, and much more, thereby stretching its utility and engagement potential.
- It’s crucial for leadership to give marketing strategies time to bear fruit. Immediate results should not be the end-all and be-all, recognizing that sometimes initiatives could have a long-term payout.
- A marketer's job is not only to execute strategies but also to educate others in the organization about what they do and why it matters. This fosters a more cooperative and understanding work environment.
- Search Engine Optimization and Search Engine Marketing serve as stabilizing factors for businesses dealing with an unpredictable market.
Quote of the Show:
- “Sometimes you win, sometimes you learn” - Martha Aviles
Links:
- LinkedIn: https://www.linkedin.com/in/maviles/
- Aventus Website: https://www.aventus.io/
Shoutouts:
- Brene Brown: https://www.linkedin.com/in/brenebrown/
- Chad Sanders: https://www.linkedin.com/in/chad-sanders-12057439/
- Mita Malick: https://www.linkedin.com/in/mita-mallick-2b165822/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/O7sd0qVKzhY
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
This week’s CMO is a seasoned marketing executive with a strong track record of innovation, creativity, and growth acceleration with industry-leading tech companies. She’s led global marketing teams to grow multibillion-dollar corporations as well as start-ups. Megan McDonagh is the CMO of Amperity, an Intelligent Customer Data Platform that empowers global consumer brands by unlocking all their customer data. Megan joins Host Chris Mechanic for a masterclass on how to interview customers to better understand buyers, brilliant ways to share customer stories, and how to drive brand loyalty by crafting great customer experiences. Megan also shares insight into the coming cookie-less age of digital marketing and why brands need to own their audience rather than rent their audiences from 3rd-party data providers.
Takeaways:
- Despite the explosion of new marketing tools and tactics, understanding the basics of marketing is still critical. Understanding your customers, delivering valuable experiences, and maintaining strong customer relationships remain key to marketing success.
- To understand your customers, start by interviewing your best customers and members of your customer advisory board. The following questions will frame the conversation and uncover the insights marketers need to improve every part of the customer journey.
- Here is a basic framework for running effective customer interviews. Start by saying, “Let's go back in time.”
- What were your sources of information and which sources did you trust?
- How did you validate those sources?
- What different options were you choosing between?
- How did you validate the solution that you chose? What was your process?
- Now that you've been a customer for X amount of time, how did we live up to that?
-
How would you advise us on X, based on your experience as a customer?
-
When customers have a great experience with a brand it creates brand loyalty and brand stickiness. But when you don't know your customers, you could be giving them a poor experience because you don’t understand what makes a great experience for them.
- Invest in robust customer database creation and management. Own your customer data rather than relying on third-party databases. Match rates, reach and efficiency improve significantly when brands have a strong first-party customer data foundation.
- By unifying customer data, brands can target their marketing more effectively, reduce waste, and provide better customer experiences. Knowing your customers' preferences can help prevent things like sending promotions for items a customer has already bought.
Quote of the Show:
- “Every time we talk to customers, we learn a ton.” - Megan McDonagh
Links:
- LinkedIn: https://www.linkedin.com/in/meganmcdonagh/
- Company website: https://amperity.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/a80vZHbFOPo
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has built their career leading marketing at global brands with household names including Procter and Gamble, L’Oreal, and Cirque du Soleil. As a seasoned professional, she understands the significance of being people-oriented and surrounding herself with talented individuals. Joining the show this week is the CMO of Coveo, Sheila Morin!
In this episode, Sheila joins host Chris Mechanic and shares her valuable insights on achieving success and the importance of building strong teams. Sheila dives into her PATH framework, the importance of embracing uncertainty, and how to make the most out of live events.
Takeaways:
- To be a successful leader, you need to rely on your people. While it can be tempting to handle everything on your own, effective delegation both takes work off your plate and helps grow your team at the same time.
- Micromanaging and failing to delegate can hinder team productivity and growth. Trusting and empowering team members is crucial for achieving better results and personal development as a leader.
- Effective management involves seeking perspectives from others and asking the right questions to foster growth and improvement. Working alone limits perspective and hampers team development, emphasizing the importance of collaboration.
- Embrace the concept of going from A to not A rather than trying to predetermine a specific destination. By deconstructing and exploring alternative ideas, we can foster creativity and find innovative solutions that may otherwise be overlooked.
- By integrating sales teams with marketing initiatives and using personalized engagement techniques can transform the B2B industry by providing a seamless, buyer experience. Achieving this leads to improved customer engagement and increased conversion rates.
- Live events play a crucial role in lead generation, allowing for valuable face-to-face interactions. By leveraging pre-event engagement, post-event summaries, and webinars, companies can maximize the impact of these events.
- AI-powered Generative Answering is revolutionizing customer experiences by providing quick and accurate self-service solutions, reducing reliance on call centers and agents, and lowering costs for businesses.
Quote of the Show:
- “Doing marketing is easy. Managing people is difficult.” - Sheila Morin
Links:
- LinkedIn: https://www.linkedin.com/in/sheila-morin-60746323/
- Website: https://www.coveo.com/en
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/9prNO9pK5qQ
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest embraces both the art and science aspects of marketing and solves problems by balancing his creativity with his entrepreneurial spirit. He’s led marketing for startups, Fortune 500 companies, and global agencies across B2B, SaaS, and B2C. Our special guest Dan Buczaczer is the Chief Marketing Officer of MetaMap. Dan joins Host Chris Mechanic for an awesome conversation that explores how to build an experiment-driven culture, how to embrace needing to do more with less, and the power that well-crafted narratives have in telling great stories through a company’s marketing.
Takeaways:
- There are three key elements to building an experiment-driven culture: 1. You must test REGULARLY and CONTINUOUSLY; 2. Be STRUCTURED about your testing; 3. Make sure that all experiments build creating a broader, more cohesive strategy.
- Companies usually have a lot of user data that is hardly analyzed and utilized. Leveraging this information can provide significant insights into customer behavior which can aid in experimentation and decision making.
- Failed experiments are as valuable as successful ones, if not more. They provide insights into what doesn't work which is equally important in marketing decision making.
- For software companies, it is imperative to improve the customer experience by providing more self-service options and making comprehensive customer data more accessible to customers.
- Using well-crafted narratives is key to creating powerful marketing. Effectively told stories can deepen customer relationships and enhance the branding of an organization.
- While it’s easy to cringe upon hearing the common edict of “do more with less”, it’s better to embrace that idea as a challenge for you and your team. Particularly within startups, marketers need to capitalize on efficiency. This takes both a strategic and methodical approach to resource allocation.
Quote of the Show:
- “I'm super passionate about blending art with science. It's actually why I got into marketing in the first place; the idea that I could do both seemed too exciting to pass up.” - Dan Buczaczer
Links:
- LinkedIn: https://www.linkedin.com/in/buczaczer/
- Twitter: https://twitter.com/dancecarbuzz
- Company website: https://www.metamap.com/
- Personal Blog: https://dancecarbuzz.medium.com/
- We Will Rank You Podcast: https://podcasters.spotify.com/pod/show/wewillrankyoupod
Shoutouts:
- Good Strategy Bad Strategy by Richard P. Rumelt
- Heavyweight Podcast: https://gimletmedia.com/shows/heavyweight
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/r_rfOZDxFkw
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has over 15 years of global experience across various domains from product to GTM to core marketing. Genefa Murphy is the CMO of Udemy and is a Limited Partner at Stage 2 Capital. Udemy is a global destination for online learning and is on a mission to improve lives through learning. Genefa joins Host Chris Mechanic to share why marketers need to operate without fear and how marketers can do that to overcome imposter-syndrome. Genefa also dives into the relationship between sales and marketing teams and why it’s so much more impactful for the business when they work as partners rather than competing against each other.
Takeaways:
- One of the secrets to success in marketing is to operate without fear. Fear often manifests itself as self-doubt or imposter syndrome. It's important to confront these feelings, take ownership, be confident in your ability to contribute, and understand the value you bring to the table.
- Create and reflect on your personal narrative or "highlight reel". This involves acknowledging your accomplishments and learning from your mistakes. This reflection helps feed positive stimuli, counters feelings of fear or inadequacy, and encourages continuous learning and growth.
- Sales and marketing are more effective when united as partners to accomplish a shared goal. They must work together rather than compete against each other. Both departments are parts of the company and the overall success of the business depends on their ability to collaborate.
- Marketers need to step out of their ‘marketing shoes’ and experience other roles, like sales, customer success, etc., to gain different perspectives and better understand the complexities and challenges of those roles.
- Experiment with different marketing channels to reach your target audience and hit your KPIs. This might include performance marketing for D2C businesses or adopting an ABM approach for B2B companies. Other channels might include community-building initiatives, events, content syndication, and social media.
- With the big changes occurring in tech and how we use it, such as AI, continuous learning and upskilling are essential. There are many opportunities for both individuals and businesses to learn, upskill, reskill and stay up-to-date, so take advantage of them.
Quote of the Show:
- “One of my biggest pieces of advice for marketers is go and do a job outside of marketing.” - Genefa Murphy
Links:
- LinkedIn: https://www.linkedin.com/in/genefamurphy/
- Twitter: https://twitter.com/GenefaMurphy
- Udemy Website: https://www.udemy.com/
- Stage 2 Capital: https://www.stage2.capital/
Shoutouts:
- Christopher Lochhead: https://www.linkedin.com/in/christopherlochhead/
- Category Pirates: https://www.categorypirates.com/
- The Medici Effect by Frans Johansson
- Building a Story Brand by Donald Miller
- Amp It Up by Frank Slootman
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an innovative and forward-thinking marketing leader who has been described as a combination of ‘Mad Men’ and ‘Math Men’. Prior to his current role, he led marketing at companies like SAP and Commvault. Chris Powell is the Chief Marketing Officer of Qlik, which simplifies the way people use data by making it a natural part of how they make decisions. Chris joins Host Chris Mechanic to share how to use a data-driven approach in marketing successfully, the challenges of merging brand names after an acquisition, and the importance of company authenticity in today's marketplace.
Takeaways:
- To succeed as a marketing leader, it’s imperative to think about the big picture of what you're trying to achieve as a business. Make sure marketing’s goals are connected to the goals of the business as a whole.
- In everything you do in marketing, ask yourself "what is the job of this" and make sure that the purpose is not lost and remains the guiding light for that endeavor.
- Using frameworks for your marketing campaigns can be doubly effective because not only can you decrease the duplication of efforts but it can also unify the marketing team behind it.
- There are five main growth levers you can pull as a marketing leader, you can: grow the brand, grow existing customers, grow new customers, grow partnerships, and grow each other.
- Because of how many different and wildly varied responsibilities CMOs have, being a CMO is almost like running your own company as the CEO.
Quote of the Show:
- “You have to be a special type of lunatic to be CMO” - Chris Powell
Links:
- LinkedIn: https://www.linkedin.com/in/christophermpowell/
- Twitter: https://twitter.com/justpowell
- Company website: https://www.qlik.com/us/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/Io0UrhT7DkQ
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest started her career in market research which kickstarted her affinity for data. She’s turned customer insights into healthy growth for companies such as Upwork, American Express, Farmer’s Insurance, and The Nature Conservancy. In recognition of her work, she won the 2020 Demand Gen B2B Innovator Award. Kirsten Markson is the CMO of Keap, a $100M ARR start-up that brings the power of marketing and sales automation to SMBs. Kirsten joins Host Chris Mechanic for a conversation on the importance of listening to your customers, how to align sales and marketing teams, and why great marketers are both internal and external storytellers.
Takeaways:
- Listening to customers and understanding their needs, language, and pain points is critical for any successful marketer. This can help when developing effective messaging and creating solutions that resonate with your target audience.
- Two great ways to listen to your customers are to listen to recorded sales calls and to ask sales reps about what they hear from the customers they interact with every day. Find out how your customers describe their problems and assess your solutions.
- As a marketer, it’s important to build a strong relationship with the sales team and ensure alignment. This leads to better communication, shared goals, and improved conversion rates.
- Brand awareness and community building are key priorities. Marketers should invest in strategies that not only increase brand visibility but also foster a sense of community among customers. This can include creating valuable content, engaging with customers on social media, and facilitating customer-to-customer conversations.
- It’s crucial to conduct segmentation research to identify the most profitable and ideal customer segments. By understanding the different segments and their unique needs, marketers can tailor their messaging and offerings to maximize results.
- Creating compelling offers that customers can't refuse. Marketers can focus on developing offers that provide real value and address customers' pain points in a unique and irresistible way.
Quote of the Show:
- “We have to be storytellers that bring people in and that requires listening” - Kirsten Markson
Links:
- LinkedIn: https://www.linkedin.com/in/kirstenmarkson/
- Company website: https://keap.com/
Shoutouts:
- Jennifer Erwing, CRO of Keap: https://www.linkedin.com/in/jennifer-erwing-27586866/
- Brené Brown - Author: https://www.linkedin.com/in/brenebrown/
- Adam Grant: https://www.linkedin.com/in/adammgrant/
- Tallwave: https://tallwave.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/dTZaduuqF78
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a transformative and customer-focused leader that has helped grow huge companies including PayPal, Facebook, and BlueVine. Dhiraj Kumar is the CMO of Dashlane. Dhiraj and Host Chris Mechanic discuss the importance of paying attention to the details of your customers, why getting a fresh perspective is so important to developing great marketing, and how to cut down your copy to find the magic.
Takeaways:
- The minutiae within how customers behave and think matter immensely. Although it may not be easy, marketers need to train themselves to notice the fine details and use that insight to inform how they interact with customers.
- In order to pay attention to the minutiae, marketers need to be intentional in their approach. An important part of that is to give yourself and your team permission to question things that are thought to be fundamental. Question all assumptions.
- Another way to both find and decipher insights from customer details is to involve another person who has nothing to do with this project or customer. They provide a fresh set of eyes and a new outlook that empowers everyone to look at it differently.
- Look for solutions and ways to analyze customer behavior from areas outside of your business, industry, etc. People behave similarly across their lives, so look for other ways that people in situations parallel to yours have solved the problem.
- As stewards and advocates for the customers, it is the job of marketers to look at a campaign or any messaging in the way that customers would look at it. Put yourself in the customers' shoes when assessing a campaign.
- Great customer-first thinkers tend to question the necessity of every piece. When editing copy, ask yourself if you really need to include x. When you get to the point where you cannot remove anything else, that is where the magic comes from.
Quote of the Show:
- “A marketer's job, in my mind, is to draw down those blinders and see the obvious, to see the minutiae of customer behavior, because that's where great insights come from.” - Dhiraj Kumar
Links:
- LinkedIn: https://www.linkedin.com/in/dhirajkumar/
- Twitter: https://twitter.com/dk2weet
- Company website: https://www.dashlane.com/
Shoutouts:
- Subtract by Leidy Klotz: https://a.co/d/iz0qRUW
- The History of Rome by Mike Duncan: https://www.podchaser.com/podcasts/the-history-of-rome-39177
- Talking Politics: HISTORY OF IDEAS by David Runciman: https://www.podchaser.com/podcasts/talking-politics-history-of-id-1177614
- The Emperor of All Maladies by Siddhartha Mukherjee: https://a.co/d/700RYiK
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/ElziPYXRYOE
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an inspirational leader who has built B2B marketing teams from the US and Europe to Australia and Japan for over 15 years. They have a proven track record of helping businesses scale whether they are large enterprises, hyper-growth, or somewhere in-between. Tom Bianchi is the SVP of Product & Solutions Marketing at Acquia. Tom and Host Chris Mechanic explore the importance of product-market fit in the success of marketing campaigns, why larger companies must pursue a solution-market fit, and which companies have nailed their product-market fit.
Takeaways:
- Understanding product-market fit is imperative for marketers. Once you understand the pain point that the audience that you're trying to market to is truly feeling, every part of marketing downstream becomes easier and more effective.
- A key part of launching a successful marketing campaign is to enable the members of your company’s sales team to sell. Prior to the launch of the campaign, the sales team needs to understand the messaging of the campaign and the pain points of the customers.
- If your campaign messaging makes sense because you understand your product market fit, it becomes easier to enable your sales force to best respond to anything that comes from that campaign because they know exactly how to articulate the pain points.
- Startup and Hyper-growth type companies, especially in SaaS, tend to understand their product market fit better than larger and more established companies. In more mature companies that have made acquisitions and play in multiple categories, there is a higher likelihood that they do not understand their product-market or company-market fit. This gray area complicates messaging problems for larger companies.
- For larger companies offering multiple products, the focus must shift from a singular product-market fit to looking at the solution-market fit where the “solution” provided to customers is a combination of the multiple products the company offers.
- The solution offered to customers must be more valuable than just the sum of its parts. The multiple products that comprise the solution must synergistically work together to provide a greater value to the customer. Companies should diligently make acquisitions of products that enhance the capability of their solution.
Quote of the Show:
- “For me, it's all been about understanding the product-market fit.” - Tom Bianchi
Links:
- LinkedIn: https://www.linkedin.com/in/tom-bianchi/
- Company website: https://www.acquia.com/
Shoutouts:
- The ONE Thing by Gary Keller
- Dries Buytaert: https://www.linkedin.com/in/buytaert/
- 6Sense
- Playing To Win by Alan G. Lafley and Roger Martin
- All-In Podcast: https://www.allinpodcast.co/
- Make Your Bed by Admiral William H. McRaven
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/BkRoj5RmauA
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a longtime B2B SaaS marketer who has amassed some impressive wins throughout his career. Ben Slater is the SVP of Marketing at Beamery and of the company’s now 400+ employees, he was the sixth employee hired. Ben and Host Chris Mechanic dive into the power of telling big stories, why organizational alignment is so important to successful integrated marketing campaigns, and the impact of using clear messages in your marketing.
Takeaways:
- The secret to effective marketing is telling a big story across all marketing channels with a single consistent message. This is key to running a successful integrated campaign strategy. This also helps in avoiding random acts of marketing and ensures a focused and impactful message.
- Build your marketing strategy upon a single, clear message that aligns with the overall strategy of your company. This message should address the market shift and existential threat your customers face, capturing the attention of CEOs and decision-makers.
- Leverage Account-Based Marketing to personalize experiences for key accounts and ensure effective alignment with the sales team. This approach can result in higher ROI and stronger engagement.
- Ensure that all departments within the organization understand the campaign message and can articulate it. This alignment will create a cohesive and powerful narrative across the entire company.
- Identify the changing skill requirements in your industry and focus on upskilling and developing your workforce accordingly. This helps in staying ahead of market trends and improving efficiency. Investing in your team strengthens your company’s ability to compete.
- Successful campaigns require commitment and consistency. It may take six to twelve months, or even longer, to truly make an impact and change market perception.
Quote of the Show:
- “The secret is telling a big story through a unified and integrated campaign strategy with a single consistent message across all channels.” - Ben Slater
Links:
- LinkedIn: https://www.linkedin.com/in/ben-slater-96298367/
- Company website: https://beamery.com/
Shoutouts:
- Wynter: https://wynter.com/
- The Path to Power by Robert Caro
- Not Fade Away: A Short Life Well Lived by Laurence Shames and Peter Barton
- Outlive by Peter Attia
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/rafTMYt_gT0
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has been recognized by Business Insider, Hello Partner, and Appealie as one of the most influential and innovative marketing executives in the industry. She has 18+ years of experience in global B2B marketing, with a focus on SaaS, performance marketing, category creation, and creativity. Cristy Garcia is the CMO of Impact.com which was recently awarded G2’s Best Software Awards 2022 as one of the top 50 marketing products. Cristy joins Host Chris Mechanic to delve into the impact of influencer marketing, how to leverage partnerships in B2B marketing, and the benefits of affiliate marketing.
Takeaways:
- There are influencers who are already speaking to the prospects you need to reach. Rather than trying to reach them on your own, partner with the influencer that your prospects already know, like, and trust in order to reach this audience.
- Before seeking out new influencers with whom you have no prior relationships, look at your current customers and see if any of them have large followings made up of the right people. They can be some of the most effective influencers because they have actual experiences with your product or service which they can speak on.
- Once you have found the right influencers to reach your target audience, it’s best to let them develop the way they talk about the brand, rather than providing them with a strict talk track. Tell them your objectives and let them speak to their audience the way they know how to.
- Used properly, partnerships can be extremely effective for increasing brand awareness, driving sales, and building trust through third-party validation. HubSpot's collaboration with B2B influencers is a great example of a successful partnership.
- Invest in your team and treat them well. This is crucial for both getting great output from your team and retaining top talent.
- One way to help your team avoid burnout is to encourage them to take one mental health day off a month.
Quote of the Show:
- “My other big secret to success is to treat your team right and they'll treat you right” - Cristy Garcia
Links:
- LinkedIn: https://www.linkedin.com/in/cristinaebert/
- Website: https://impact.com/
Shoutouts:
- Jay Abraham:
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube:
Today’s guest is a developer turned growth marketer and an expert in Product-Led Growth (PLG). He has 18+ years of experience leading product management and marketing teams at companies such as Nutanix, Redis, and DevRev. Madhukar Kumar is the Chief Marketing Officer of SingleStore and a guest lecturer at Duke University on PLG and New Product Development. Madhukar and Host Chris Mechanic dive into the basics of Product-Led Growth, how to communicate effectively with your customers, and why marketers should spend time as users of their own SaaS products to develop empathy for their buyers.
Takeaways:
- Great marketing comes from understanding the experience and pain points of a consumer of a product or service and the best way to do this is to become a user of the product or service yourself.
- Communicate with buyers in plain language. When someone is looking for a solution, they are going to choose a product with easy-to-understand collateral and messaging over an equally or even more capable product with collateral that uses too much jargon and seems overly complex.
- When crafting copy, write put yourself in the buyers’ shoes and write something you would find valuable and would want to read.
- Marketers should make efforts to better understand the inner workings of the SaaS products they are selling and the MarTech tools at their disposal that they can use to sell them. In Madhhukar’s words, as a marketer, you should "be more cognizant of the tools that you're using.”
- At a basic level, Product-Led Growth (PLG) can be thought of as the free samples of products that stores in a shopping mall giveaway to entice shoppers to experience their product and come into the store to learn more and buy the product.
- To gain further empathy for your customers, put yourself in their shoes and think about how you would want to be sold to. In the SaaS world, for example, you’d be hard-pressed to find buyers who want a long and arduous onboarding process, so make sure to remove friction from the buying experience.
Quote of the Show:
- “I feel you're a better marketer when you're a user yourself” - Madhukar Kumar
Links:
- LinkedIn: https://www.linkedin.com/in/madhukarkumar/
- Twitter: https://twitter.com/madhukarkumar
- Company website: https://www.singlestore.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/g1OhLQSUdJw
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has over two decades of experience in leading marketing and sales teams for some of the world's most innovative technology companies such as Microsoft, F5, and SAP Concur. David Alexander is the Chief Marketing Officer of Everbridge and Executive Professor and Head of Industry Insights at Texas A&M University. David joins Host Chris Mechanic for a conversation on digital transformation, the importance of maintaining faith in the middle, and how to leverage industry relationships for successful leadership and project execution.
Takeaways:
- Acknowledging that you don't possess all the solutions is crucial for effective leadership during a digital transformation. This creates an atmosphere of collective ownership and empowerment within the team. When leaders openly admit their limitations, team members feel more comfortable contributing their ideas and solutions.
- Remaining composed in the face of challenges is essential for leaders during a digital transformation. It's easy for teams to become anxious when encountering obstacles or uncertainty, and a calm leader can help alleviate this anxiety. By projecting calmness, leaders can inspire confidence in their teams and prevent panic from spreading.
- Recognizing and celebrating small achievements along the transformation journey is vital. This practice fosters a positive culture that values progress, even if it's incremental. When teams are encouraged to celebrate their successes, they are more likely to stay motivated and engaged, even when facing setbacks.
- To navigate a successful digital transformation, marketing leaders must continually assess the landscape for potential challenges. This involves staying informed about industry trends, market changes, and emerging technologies.
- By proactively identifying issues, leaders can take preventive measures and steer the transformation in the right direction. It also demonstrates to the team that leadership is vigilant and forward-thinking.
- Effective marketing leaders empower their teams by granting them the authority to make decisions and take ownership of their work. Providing team members with the tools and knowledge to make informed decisions fosters a culture of accountability and autonomy. Leaders must be willing to coach and support team members when they make decisions, whether they are successful or not.
- Leaders should prioritize clear and frequent communication to keep everyone on the same page. This is particularly important in geographically dispersed or remote teams. Regular updates, transparent discussions about progress and challenges, and ensuring that everyone understands the vision and their role within it are key aspects of effective communication.
Quote of the Show:
- “Always lead with data.” - David Alexander
Links:
- LinkedIn: https://www.linkedin.com/in/davidalexander425/
- Twitter: https://twitter.com/davidalexander_
- Company website: https://www.everbridge.com/
Shoutouts:
- Lead Like It Matters by Craig Groeschel
- Measure What Matters by John Doerr
- The First 90 Days by Michael D. Watkins
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/xZ-tH_5Sk2o
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a visionary and motivational leader who has won multiple awards, including the 2022 Washington Business Journal Women Who Mean Business Honoree, 2022 Bronze Stevie Winner for Marketing Executive of the Year, and was recognized as a 3-time Star CMO by DCA Live, most recently in 2021. She is a Member Of The Board Of Advisors for Media4Math and is a Founding member of Chief, a private membership network for senior executive women. Krystal Putman-Garcia is the Senior Vice President, CMO, & GM of Community of FiscalNote. Krystal joins Host Chris Mechanic to discuss the game of marketing, how effective CMO’s solve GTM problems, and the importance of being an advocate for your customer.
Takeaways:
- When joining a new organization as a marketing leader, many marketers think of themselves as a branding specialist or a demand generation specialist, however the CEO wants you to think bigger picture as a leader.
- Effective CMOs are able to work well within the entire organization, create influence, and align themselves with the corporate objectives. CMO’s must be the bridge between company goals and customer need and ensure alignment between the two.
- Rather than leaning on your own technical skills as the CMO it’s much better to hire the best possible people to address technical aspects. This allows you to focus on aligning the vision across the organization.
- When solving GTM (Go-To-Market) problems for your company, start by asking what specific problem you are gtrying to solve. Without aligning on the problem, leadership will apply disparate strategies without having a clear idea of what success looks like.
- Once determining the GTM problem your company needs to solve, the next decisions are around defining your ICP (Ideal Customer Profile), identifying which products you need to sell, and finally how to focus in on one niche.
- Think about everything you do from the customers’ perspective. For example, before sending an email to a customer, send it to your personal email so you can get the full customer experience.
- It’s important as a leader to have the humility and self-awareness to know when you’re stressed out and when you need a break. When this happens, make sure to let your team know, because it lets them know it’s ok not to be perfect all the time.
Quote of the Show:
- “If you aren't taking a position as your customer and thinking about the experience as your customer, then you're not doing your job.” - Krystal Putman-Garcia
Links:
- LinkedIn: https://www.linkedin.com/in/krystalputman/
- Company website: https://fiscalnote.com/
Shoutouts:
- Thomas Barta
- The Secret Life of Water by Masaru Emoto
- East of Eden by John Steinbeck
- Silas Marner by George Eliot
- The Count of Monte Cristo by Alexandre Dumas
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/3e6YYA5snjY
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a long-time sales and marketing leader with over three decades of experience at really cool companies like Altiris, InsideSales.com, and Cybersource. Jeff Fowler is the Vice President of Global Marketing and Demand Generation at Tradeshift. Jeff joins Host Chris Mechanic for a great discussion of the negative impact of subjectivity in decision-making, why marketing and sales alignment is critical, and how to lead a global marketing team.
Takeaways:
- When leading marketing meetings, do whatever you can to reduce subjectivity in the discussion. Keep the decision focused on the data and the goal while eliminating opinions as much as possible.
- When you are able to remove subjectivity from a decision, you will be able to reach a decision faster and it will more than likely be the right decision to reach the intended outcome.
- A key factor in limiting the influence of subjectivity is how well you compile your data and how clearly you present that data. Without a strong presentation of the data, its impact can be lost and it is often disregarded in favor of someone’s opinion.
- Informed marketing decisions require accurate, up-to-date data to be provided by the marketing operations team. That data should be the driving force behind marketing discussions.
- Companies with SaaS products should build a partner ecosystem that enables them to find synergistic relationships with their partners to the point where their combined efforts produce greater outcomes than either could alone.
- Although it requires effort, one of your top priorities as a marketing leader is to ensure alignment between the SDR (Sales Development Representatives) team, the marketing team, and the sales team. Find and fix the issues they face from working with each other.
Quote of the Show:
- “We're literally a global team and I love getting together with my team on Zoom calls to wrap on what we've got coming up and what's going on from a marketing perspective” - Jeff Fowler
Links:
- LinkedIn: https://www.linkedin.com/in/jsfowler/
- Tradeshift website: https://tradeshift.com/
Shoutouts:
- Avinash Kaushik - https://www.linkedin.com/in/akaushik/
- Multipliers by Liz Wiseman
- Good to Great by Jim Collins
- Think Like A Monk by Jay Shetty
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/VKCzFScRk9M
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
This amazing guest is a driver of change who has over 20 years of experience leading both strategic and tactical Marketing efforts at companies like Staples, ConstantContact, Localytics, and Mindbody. Josh Todd is the CMO of SevenRooms and was named a Top 20 CMO by VentureBeat. Josh joined Host Chris Mechanic to break down how to prioritize your marketing spend in the current economy, why measuring outcomes is more important than measuring activities, and build support within the C-suite.
Takeaways:
- That idea you think you absolutely need to do, may not be as important as you think and there is still time to come back from the brink. For example, you might think that your company needs to go to the industry event, however, if you really look into it, you might realize it's less critical and that those dollars could be better spent elsewhere.
- In the current business climate, there's a focus on profitability over just growth, given that money available to borrow or invest is more expensive. Businesses and marketing leaders have to make hard decisions about where to invest their budget.
- As a business matures, it undergoes a natural cycle between the business experiencing growth and profitability. Because of current economic conditions, many marketers are feeling a strong swing toward needing to show profitability, which is behind the ever-present ideology of ‘doing more with less.’
- It's important to distinguish between measuring marketing activities (what you're doing) and measuring outcomes (what you're achieving) to ensure a clear understanding of how marketing contributes to the organization.
- When taking big swings or making significant changes in marketing strategies and tactics, it's crucial to have patience and remain committed to seeing the results over time. Short-term evaluations may not provide a complete picture of the efficacy of the new initiatives
- To gain the support of C-suite members who might not fully understand the nuances or expectations of marketing, start by building trust with colleagues at various levels within the organization, demonstrate value through smaller initiatives, and gradually expand.
- Effective marketing often depends on alignment with the sales team. It's essential to consider the sales organization's needs, strategies, and capabilities when planning marketing efforts. Find what you can do to work better with them and increase close-rates.
Quote of the Show:
- “The better you understand how you're driving your revenue and the better you understand where to test, the more opportunities you're going to have to take various swings.” - Josh Todd
Links:
- LinkedIn: https://www.linkedin.com/in/josh-todd-4b96742/
- Company website: https://sevenrooms.com/en/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/TTOPygs-cRU
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
This incredible guest has nearly two decades of experience in government technology marketing leadership across multiple verticals. They were recently recognized as WashingtonExec's 2023 Chief Officer Award finalist for CMO of the year. Sarah Kim is the Chief Marketing Officer at Iron Bow Technologies and a Federal Partner Advisory Board Member at Dell Technologies. Sarah joins Host Chris Mechanic to share the five keys to nunchi, how to use emotional intelligence to improve your marketing campaigns, and the importance of spending time in person with your customers.
Takeaways:
- Nunchi is a Korean word that refers to your ability to see and feel emotions, moods, body language, and verbal & nonverbal cues. A good English equivalent is the idea of EQ or emotional quotient.
- Emotional Intelligence is not just the awareness of how others are feeling, it is also the ability to take that awareness and turn it into action immediately. For example, it is your ability to take in non-verbal cues and pivot your behavior in response to someone else.
- There are 5 parts to Nunchi, the first of which is prioritizing your self-awareness. This is at the heart of Nunchi. If you don't actually understand your own motivations and behaviors, it's impossible to understand others.
- The second part is to focus on your customers’ emotional motivators. You must keep their pain points in sight. Your campaign messaging, visuals, and approach need to be grounded in your customers’ emotional motivators.
- The third aspect is to use plain language. While big words might matter to internal stakeholders, your customers don’t care. Don’t assume your customers are well-versed in the technical language of their problem or your solution. 80% of people scan text, while only 16% actually read word-by-word.
- Becoming the “trusted advisor” within a niche or industry is achieved by being approachable by speaking and writing in plain language.
- The fourth part is “Zooming Out.” Look at things from many points of view, such as the perspectives of your customers, channel partners, board of directors, employees, etc. This will give you a more holistic view which will help you identify blind spots.
- The fifth part is to meet people where they are. Pay attention to how your customers are consuming information and how they want to be engaged.
Quote of the Show:
- “If you don't actually understand your own motivations and behaviors, it's impossible to understand others. So that's step one in achieving a strong nunchi.” - Sarah Kim
Links:
- LinkedIn: https://www.linkedin.com/in/sarahckim/
- Company website: https://ironbow.com/
Shoutouts:
- Tiffany Bova: https://www.linkedin.com/in/tiffanibova/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/We7tf3aW4xU
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a marketing speaker and author who worked his way up through the New York City advertising scene. He's been featured in AdAge, Forbes, CMO.com, and Fast Company. Jeff Perkins is the CMO of Greenlight Guru and Author of How Not to Suck at Marketing. Jeff joins Host Chris Mechanic to share the importance of getting quick wins right out of the gate, how to reshape your content to land more logos, and why un-gating your content is the key to getting prospects to come back for more.
Takeaways:
- When stepping into a new marketing role, focus on quick wins! Instead of diving into big, time-consuming projects such as a website overhaul or full rebrand, start by identifying and implementing small, impactful initiatives that can build credibility and show results quickly.
- Build credibility with the executive team: Prioritize building trust and credibility with the executive team by delivering quick wins and demonstrating your competence as a marketer.
- Find the "watering holes" in your industry, such as key platforms, websites, or publications where your target audience gathers to learn about products or services in your industry. Establish a strong presence in these watering holes to increase visibility and credibility.
- Implement retargeting campaigns across multiple platforms to reach potential customers who have already visited your website. This cost-effective strategy can help increase brand visibility and engagement.
- Tailor your content strategy to focus on the needs and challenges of larger companies in your industry. This shift can help attract and engage more enterprise-level customers.
- Create a tool or calculator that helps prospects quantify the return on investment they can expect from your product or service. This can be a powerful sales enablement tool, especially in a challenging economic climate.
- Ungate most of your content to reduce friction for prospects. Only gate content that is highly valuable or requires additional contact information for lead generation purposes. Provide prospects with a wealth of informative and valuable content on your website.
- Design your website to serve as a virtual salesperson, providing prospects with all the information they need to make informed decisions this creates a self-guided buyer journey. Offer a choose-your-own-adventure journey that allows prospects to explore content and resources at their own pace.
Quote of the Show:
- “The key to the success I've had at different companies has been the quick win strategy” - Jeff Perkins
Links:
- LinkedIn: https://www.linkedin.com/in/jeffperkins1/
- Twitter: https://twitter.com/jeffperkins8
- Company website: https://www.greenlight.guru/quality-management-software
- How Not to Suck at Marketing: https://www.hownottosuckatmarketing.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/MZHRyddcAf0
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Joining Host Chris Mechanic on today’s episode is a passionate, data-driven marketer with over 20 years of experience in marketing and communications. They’ve won 12 marketing awards including "The Innovator" award for the most creative use of Gong. Aviv Canaani is the VP of Marketing and Sales at Datarails. Aviv shares how to make B2B marketing less boring, the nuances of creating funny content your prospects love, and the unique marketing opportunities that startups have in SaaS verticals.
Takeaways:
- Note to marketers: B2B content does NOT have to be boring. Even if the brand or product you’re working on growing seems boring, the content you create for your prospects should not be boring.
- Marketers need to avoid falling into the trap of only sharing standardized messaging or a limited palette of content formats.
- The key to getting your prospects excited about and engaged with your solution is to create fun and engaging content that your prospects want to give their attention to. Without this in mind, your marketing efforts become lost in the noise your prospects ignore every day.
- In order to earn your potential customer's attention, what you create must be remarkable. For example, past Datarails’ content focused on highlighting product features, however, they have seen better ROI since building an internal media company to create amazing content. Datarails began producing memes that were relevant to professionals involved in FP&A (Financial Planning & Analysis) in target companies.
- Maintaining a certain level of quality in the ads and content you create is very important because, according to Aviv, “you need to create content that is good enough that your employees really want to share it.” Oftentimes, marketers have to beg their own co-workers to share online. Once employees are sharing content on their own, you know that you’ve created good-quality content.
- Humor is not universal, meaning what is funny to you may not appeal to your ICP’s sense of humor. Achieving great results with content that is meant to be funny and relevant is reliant on how well you understand your audience.
Quote of the Show:
- “I'm a strong proponent of the fact that B2B doesn't have to be ‘boring to boring’” - Aviv Canaani
Links:
- LinkedIn: https://www.linkedin.com/in/avivcanaani/
- Twitter: https://twitter.com/avivdc
- Company website: https://www.datarails.com/
Shout Outs:
- Jonathan Marciano - Director of Communications at Datarails - https://www.linkedin.com/in/jonathan-marciano-b9328a1b/
- Hod Sivan - Director of User Acquisition at Datarails - https://www.linkedin.com/in/hodsivan/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/1dj7xfHo_QI
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
This special guest has spent over 2 decades scaling enterprise SaaS companies and has experience in customer success, engineering, product, sales, and marketing. Ash Parikh is the CMO of Trellix and an Advisory Board Member of Yellowbrick Data, CMO Council, and a frequent contributor to the Forbes Communications Council. Ash shares his five secrets to attaining a growth mindset, how to build a modern demand generation engine, and the five pages of a CMO’s dashboard.
Takeaways:
- The five keys to growth marketing are knowing your data, hiring for the Growth Mindset, having an eye on ROI, transforming the organization, and driving alignment within the organization.
- Growth-minded marketers are in close proximity to their data. Focusing on the data and knowing it intimately will drive your credibility forward with the C-suite, department peers, and co-workers across the organization, especially in sales and products.
- Hire members of your team that have a growth mindset and have a desire to stretch their goals and outperform their KPIs.
- Having an eye on ROI means that you approach every project and appraise every proposal by asking what is the cost and what output will that idea provide. You need to know your ROI like the back of your hand.
- Marketing Leaders need to transform the organization down to its very culture to instill a growth mindset. You need to make sure that everyone comes along for the ride with you. This requires nurturing and mentoring your team.
- Driving alignment means that you are the torch bearer within the company for driving alignment between sales and marketing, marketing and products, marketing and customer success. Marketing is at the center. Ask yourself, how can I, as a CMO, actually drive deep, cross-functional alignment?
- The homepage of your website should be able to quickly answer the following five questions that potential customers want to know: Who are you? What do you do? How can you help them? What makes you unique? How can they get started?
Quote of the Show:
- “I'm in my job to make sure that the CRO is successful. That has to be the mindset for any CMO.” - Ash Parikh
Links:
- LinkedIn: https://www.linkedin.com/in/ashparikh/
- Twitter: https://twitter.com/parikhash
- Company website: https://www.trellix.com/en-us/index.html
Shoutouts
- John Fokker - Head of Threat Intelligence at Trellix: https://www.linkedin.com/in/john-fokker-95b614107/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/S_ciqEUBuB8
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has over fifteen years of experience in marketing, with a focus on demand generation, account-based marketing, and digital marketing. She has built a strong reputation as a strategy and revenue-focused marketer through her work with really impressive companies across the tech world, including Oracle, 3M, Marketo, and Bettercloud. Robin Izsak-Tseng, the VP of Revenue Marketing at G2, joins Chris Mechanic to discuss how strategies for optimizing ad spend for SaaS marketers, the value of experimenting as an early adopter when platforms roll out new ad formats, and the impact of a powerful marketing operations team.
Takeaways:
- Many software companies have products with amazing features that even paid clients are unaware of. One way for these companies to educate their users and buyers about the tools and capabilities of the product is to record explainer videos on what the feature is and how customers can use it to increase their results.
- A great way to reach an even larger segment of your user base and target market is to repurpose those helpful explainer videos into short-form content that can be distributed across YouTube Shorts, Instagram Reels, TikTok, etc.
- The maximum allowable duration of a YouTube short is 60 seconds, so even a six-minute video explaining part of your product can be easily turned into a dozen or more engaging clips that can garner an impressive reach, especially for B2B content.
- When any type of platform, such as G2, LinkedIn, or Google, releases a new format or a new way of doing something, you should try to be the first to try it. You shouldn’t make this experiment a crucial part of your permanent playbook, but by jumping on it quickly you can just reap the rewards of that early-stage arbitrage and take advantage of the preference that platforms usually give to early adopters.
- G2 has added a new ad format that allows brands to offer exclusive “Deals” to G2 users, provided there is a trial or “freemium” version of the software available. These “Deals” will show up on your product profile. This is a great way for companies in highly competitive markets to differentiate themselves and stick out to potential buyers.
- G2 is a great way to get reach in-market customers that are currently in a buying cycle and are actively comparing solutions. G2 integrates extremely well with other platforms and marketers can use the data from G2 to accurately inform the retargeting for ad campaigns running on LinkedIn and other ad platforms.
- Reviews on G2 rank highly in SERP results for search queries with high intent from buyers looking for different software tools. Because of this, it’s imperative that your company’s G2 profile is up to date.
Quote of the Show:
- “One of the easy marketing moves that you can do on the Essential version of G2 that I think a lot of people don't know about is you can offer a deal exclusively through G2.” - Robin Izsak-Tseng
Links:
- LinkedIn: https://www.linkedin.com/in/robinizsak/
- Twitter: https://twitter.com/robintomorrow
- G2 Website: https://www.g2.com/
- How to Use G2 Deals Video: https://youtu.be/5VHPOrQ2pY0
Shout Outs:
- 01:59 - Dallon Zinszer - Growth Marketing Manager at G2 - https://www.linkedin.com/in/dallonzinszer/
- 27:53 - Ross Briggs - Senior Director of SEO at G2: https://www.linkedin.com/in/ross-briggs/
- 40:26 - Sarah Koppes - Director of Marketing Operations and Analytics at G2: https://www.linkedin.com/in/sara-koppes-350404b0/
- 41:53 - Mike Weir - CRO of G2 - https://www.linkedin.com/in/mikedweir/
- Junior by Thomas Kemeny
- Patti Smith - Renowned Author and Punk Rock Singer-Songwriter
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/3ukBLQc5sIA
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an incredible marketer that has been behind the success of some top-tier companies including SAP, Google, HP, Accenture, and Time Warner. Her fantastic work earned her a spot in PR Week’s Women to Watch 2020. She has also been recognized as a Top 50 Influence Marketer by Talking Influence and Top Digital Marketer on LinkedIn. Amisha Gandhi is the SVP of Marketing at Tipalti and a member of the UNICEF Speakers Committee. Amisha explains why leaders need to provide both inspiration and strategy, how to foster cross-functional collaboration, and what it takes to build your team’s culture.
Takeaways:
- Effective leaders must balance being inspiring leaders with being strategic leaders. They need to break down the inspiration and strategy so their teams have clearly defined goals that the team will feel when a sense of accomplishment from completing.
- Finding inspiration at a “boring” company relies on two factors, the impact the company is making in the lives of its end users and the culture of the company. An attractive company culture is one that will nurture employees’ careers holistically.
- For example, the marketing team will get inspired first when the CMO lays out their vision with the goals needed to achieve it and secondly, when the members of the team see that by doing their part in the plan, they will learn something new.
- When tasking a team with solving a problem or achieving a certain outcome, tell them to imagine that there is no box and allow their creativity to flow into possible new solutions. Your job as a leader is to give them that opportunity and then provide feedback.
- Encourage your team members to collaborate cross-functionally with other members of the organization, especially on complex, innovative projects. If possible, set aside budget to fund certain innovative projects to spur creative thinking across the organization.
- Most marketers prefer to be told the goal they need to reach and have some level of freedom on how to achieve that goal rather than being told exactly what actions they must take. Find out how your team prefers to approach problems and do what works best for them.
- When organizing a meeting for your team, it’s imperative to construct a framework that uses everyone’s time efficiently. The precedents you set in the structure and flow of these meetings will influence the culture of your team, especially if you’re consistent.
Quote of the Show:
- “This is a time where I think leaders need to roll up their sleeves and really be in the field with their teams.” - Amisha Gandhi
Links:
- LinkedIn: https://www.linkedin.com/in/amishagandhi/
- Instagram: https://www.instagram.com/amishacooks/?hl=en
- Twitter: https://twitter.com/AmishaGandhi
- Company website: https://tipalti.com/
Shout Outs:
- Simon Sinek
- Tiny Habits by BJ Fogg
- Brené Brown
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/4m9_njsoWMo
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s episode features highlights from four of our past guests that shared their secrets to marketing success. Jordan Sher, the Vice President of Corporate and Brand Marketing at Gainsight and an advisor to AudiencePlus, broke down how earned media can influence performance marketing. Isaac Ware, the Director of Demand Generation at UserGems, shares how to use multi-threading with paid media to boost close rates. Briana Belisle, the Executive Vice President of Marketing at Field Nation, shares why you need to prioritize solving your prospects’ boring problems. Darryl Praill, the Chief Marketing Officer at Agorapulse, shares why your team’s culture is so critical to success.
Quotes from the Show:
- “My hot take is that brand corporate marketing and earned media can do a lot to help the performance marketing team achieve its goals” - Jordan Sher
- “We all know Multi-threading on the sales side of things, it's been a playbook for decades, but marketers need to start doing it.” - Isaac Ware
- “There's a mantra that I use to ground myself to make sure that I'm executing on what matters most to our prospects. The mantra is, solve the boring, but urgent problem” - Briana Belisle
- “Organizational culture, team culture is absolutely everything, and if you do not get that right from the beginning, then you are destined for failure.” - Darryl Praill
Jordan’s Links:
- LinkedIn: https://www.linkedin.com/in/jordansher/
- Twitter: https://twitter.com/headfullofideas
- Gainsight website: https://www.gainsight.com/
- AudiencePlus website: https://www.audienceplus.com/
- Jordan’s Episode: https://revenuedrivencmo.com/increase-awareness-with-earned-media-jordan-sher-the-revenue-driven-cmo-episode-095
Isaac’s Links:
- LinkedIn: https://www.linkedin.com/in/isaac-ware/
- Company website: https://www.usergems.com/
- Isaac’s Episode: https://revenuedrivencmo.com/b2b-marketers-need-to-use-multi-threading-isaac-ware-the-revenue-driven-cmo-episode-096
Briana’s Links:
- LinkedIn: https://www.linkedin.com/in/justbriana/
- Company website: https://fieldnation.com/
- Briana’s Episode: https://revenuedrivencmo.com/solve-your-prospects-urgent-problems-briana-belisle-the-revenue-driven-cmo-episode-097
Darryl’s Links:
- LinkedIn: https://www.linkedin.com/in/darrylpraill/
- Twitter: https://twitter.com/ohpinion8ted
- Company website: https://www.agorapulse.com/
- Personal website: https://www.darrylpraill.com/
- Darryl’s Episode: https://revenuedrivencmo.com/the-key-to-great-team-culture-darryl-praill-the-revenue-driven-cmo-episode-098
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/buYCZSSlVgs
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s episode is a little special, in that it features four amazing insights from four outstanding CMOs and VPs of Marketing. Allison MacLeod, CMO of Flywire, shares why CMOs need to think like CROs. Juliette Kopecky, CMO of LinkSquares, outlines what marketers can gain from sitting in on sales calls. Scott Neuman, Vice President of Corporate Marketing at Calix, discusses how to empower your employees to share your brand’s story. Finally, Mike Manheimer, CMO and Head of Growth of PostScript, looks into what the future of SMS means for both B2C and B2B marketing.
Quotes of the Show:
- “Really you want to, as a CMO, be closest to the revenue and understand the return of everything you're doing. How that is accelerating sales, upsell, and client retention. Truly be in lockstep in sharing goals with the sales organization.” - Allison MacLeod
- “So you’ve got to get over the fear (of using SMS), you’ve got to structure a test for your brand and figure out how to actually start doing it so you can get some feedback.” - Mike Manheimer
- “I'm a firm believer that marketing shouldn't and can't exist in a vacuum” - Juliette Kopecky
- “Anyone who works for your company, whether it's someone at the reception desk at headquarters, or one of your sales leaders, or your head of supply chain, they are all an ambassador of your brand.” - Scott Neuman
Allison MacLeod’s Links:
- LinkedIn: https://www.linkedin.com/in/allisonbmacleod/
- Twitter: https://twitter.com/allisonbmacleod/
- Company website: https://www.flywire.com/
- Allison's Episode: https://revenuedrivencmo.com/how-to-think-like-a-cro-allison-macleod-the-revenue-driven-cmo-episode-101
Mike Manheimer’s Links:
- LinkedIn: https://www.linkedin.com/in/mikemanheimer/
- Twitter: https://twitter.com/mikemanheimer
- Company website: https://postscript.io/
- Mike's Episode: https://revenuedrivencmo.com/successfully-using-sms-in-b2b-marketing-mike-manheimer-the-revenue-driven-cmo-episode-102
Juliette Kopecky’s Links:
- LinkedIn: https://www.linkedin.com/in/juliettek/
- Company website: https://linksquares.com/
- Juliette's Episode: https://revenuedrivencmo.com/the-multi-disciplined-marketing-leader-juliette-kopecky-the-revenue-driven-cmo-episode-100
Scott Neuman’s Links:
- LinkedIn: https://www.linkedin.com/in/scottneuman/
- Twitter: https://twitter.com/scottneuman41
- Company website: https://www.calix.com/
- Scott's Episode: https://revenuedrivencmo.com/website/leveraging-every-ambassador-of-your-brand-scott-neuman-the-revenue-driven-cmo-episode-099
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/wfyuwp5N0Mc
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
You’ve probably heard that “culture eats strategy for breakfast”. These excerpts featuring special guests Courtney Austermehle, Chris Allen, Ryan Morel, and Sarah Reynolds are here to help you learn how to put that into practice. These four leaders explain how to create a great marketing team, nurture its culture, and the importance of the language the team uses.
Quotes from the Show:
- “Start setting those boundaries for yourself where you can use the time wisely.” - Courtney Austermehle
- “Part of my 90-day plan is to come in and say, okay, let's get to forecasting really quick, but let's understand who we have, and really the first two weeks is a listening tour to really understand the people.” - Chris Allen
- “Being super thoughtful with your language and the words you choose and being consistent with them over long periods of time, that's where the magic is.” - Ryan Morel
- “Inclusive marketing is smart marketing and it makes it so that your brand or your product appeals to more of the people who have the buying power to be able to make purchase decisions.” - Sarah Reynolds
Connect with Courtney Austermehle
- Episode #106: https://revenuedrivencmo.com/celebrating-setting-boundaries-courtney-austermehle-the-revenue-driven-cmo-episode-106
- LinkedIn: https://www.linkedin.com/in/courtney-austermehle/
- Twitter: https://twitter.com/caustermehle
- Constructor Website: https://constructor.io/
Connect with Chris Allen:
- Episode #104: https://revenuedrivencmo.com/measuring-your-marketing-teams-effectiveness-chris-allen-the-revenue-driven-cmo-episode-104
- LinkedIn: https://www.linkedin.com/in/chriscallen/
- Instagram: https://www.instagram.com/chrisallentv/
- Heartland website: https://www.heartland.us/
- The Entrepreneurs Studio Podcast: https://www.heartland.us/resources/entrepreneurs-studio
Connect with Ryan Morel:
- Episode # 103: https://revenuedrivencmo.com/crafting-impactful-b2b-content-ryan-morel-the-revenue-driven-cmo-episode-103
- LinkedIn: https://www.linkedin.com/in/ryanmorel/
- Twitter: https://twitter.com/ryanmorel
- Company website: https://www.flexe.com/
Connect with Sarah Reynolds:
- Episode #105: https://revenuedrivencmo.com/intelligent-inclusive-marketing-sarah-reynolds-the-revenue-driven-cmo-episode-106
- LinkedIn: https://www.linkedin.com/in/sarahlizreynolds/
- Twitter: https://twitter.com/fairpaymonster
- Company website: https://www.hibob.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/3kF_yjY58cQ
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest has over a decade of experience leading marketing teams that drive double-digit growth throughout the world of SaaS. Courtney Austermehle is the Chief Marketing Officer of Constructor.io and Mentor with the Venture Lane Startup Hub. Courtney explains why your team’s wellness needs to be your top priority, why your marketing teams should implement “no Meeting Fridays”, and how to deal with the dark underbelly of paid search on branded keywords.
Takeaways:
- While it takes time, build a safe environment that encourages open communication within your marketing team to foster a sense of trust and support among team members. Topics like burnout shouldn’t be taboo, they should discussed and addressed.
- Set boundaries for your work and encourage your employees to do the same. On a smaller scale, blocking out time on your calendar for yourself and accomplishing specific tasks that require your undivided attention can boost productivity.
- Consider setting up “no meeting” days to allow you and your team to focus on getting work done. For example, Courtney set up No Meeting Fridays to give her team some breathing room and a day without recurring meetings.
- Share the experiences you’ve had in your career and how you’ve dealt with them with your team. This is an important part of creating a relatable connection with your team and helps them understand that they can come to you for advice.
- Make sure to respect the boundaries put in place by the members of your team. For them to object to you takes courage. Because boundaries are a proactive step to caring for their mental health, don’t discourage them from sticking to them.
- Understand that not everyone on your team will be comfortable being completely open and honest in all settings. What works well for some team members may not be conducive for others to produce their best work. Be mindful of this as a leader.
Quote of the Show:
- “Start setting those boundaries for yourself where you can use the time wisely.” - Courtney Austermehle
Links:
- LinkedIn: https://www.linkedin.com/in/courtney-austermehle/
- Twitter: https://twitter.com/caustermehle
- Constructor Website: https://constructor.io/
Shout Outs
- Salsify - Product Experience Management Platform
- Rob Gonzalez - Episode #11 https://revenuedrivencmo.com/3mm11-how-to-be-more-resourceful-and-generate-more-qualified-pipeline-with-rob-gonzalez
- A World Without Email by Cal Newport
- Brand.ai
- Glennon Doyle - Author and Podcaster
- The Subtle Art of Not Giving a F*ck by Mark Manson
- Fierce Conversations by Susan Scott
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/HXhQ9AdVfX0
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an award-winning B2B SaaS Marketing Leader and an outspoken advocate for diversity, equity, and inclusion. Sarah Reynolds is the Chief Marketing Officer at HiBob. Sarah discussed the benefits of incorporating inclusivity into your marketing and how to frame it when talking with key internal stakeholders. They also share tips for using inclusive language in marketing and how small considerations can make a big impact.
Takeaways:
- Inclusive marketing is an important part of widening your company’s audience. Use inclusive language and maximize accessibility to make your brand more appealing to diverse groups.
- B2B buyers and decision-makers are becoming more diverse than ever before, so it’s imperative that your brand and messaging feel welcoming to everyone.
- Intersectionality and inclusivity in marketing are a journey, not a destination, and should be reflected in company culture and product representation. Prioritize diversity, equity, inclusion, and belonging in both personal and professional settings.
- Bringing your authentic self to work can free up mental space and help you perform better at your job, but prioritize emotional and physical safety when deciding whether to share who you truly are. Being a visible leader can greatly impact the experience of coworkers.
- Standing out in a crowded marketplace requires creativity, diversity, and brand activation. HR tech companies should prioritize the employee experience and create a positive work environment.
- Inclusive language and accessibility are important aspects of optimizing your content and website for SEO. Use language that is inclusive and accessible to widen your audience and make your brand more appealing to diverse groups.
- Disconnecting during paid time off is important for your mental health and self-improvement. Set clear boundaries for team members and prioritize disconnecting to recharge and avoid burnout.
Quote of the Show:
- “Inclusive Marketing is smart marketing” - Sarah Reynolds
Links:
- LinkedIn: https://www.linkedin.com/in/sarahlizreynolds/
- Twitter: https://twitter.com/fairpaymonster
- Company website: https://www.hibob.com/
Shout Outs:
- Kill James Bond - Podcast
- Alice Caldwell-Kelly - Co-Host of Kill James Bond
- Abigail Thorn - Co-Host of Kill James Bond
- Devon - Co-Host of Kill James Bond
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/Mx2VJ7rWaHY
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is an experienced senior marketing leader that also has a toolbox full of amazing marketing tactics. Chris Allen is the SVP of Marketing at Heartland and the Host of The Entrepreneur’s Studio. Chris shares his framework for assessing the ability of your marketing team along with tips on how to communicate marketing outcomes effectively with other C-Suite executives.
Takeaways:
- As a marketing leader, one of the most important skills to know is how to step into a new team and instill the right cultural elements in order to increase that team’s performance. When inheriting a team, your superiors will be looking at how quickly you deliver growth.
- There are two parts to this hiring and management framework. The first is to assess what contributions an individual could make to the team’s output. The second is to evaluate an individual’s people skills and ability to pick up the team’s technical language.
- A new CMO’s 90-day plan should include a listening tour. This means meeting with as many members of the team as possible to understand the people and the culture within the marketing organization.
- There are four roles an individual can play on a team and leaders need to ensure all four roles are represented. Leaders need to assess where each member fits within the team. The four roles are Producer, Entrepreneur, Integrator, and Administrator.
- To assess the skills your team excels with, break up their responsibilities into three key areas and ask them to assign a total of ten points across the three skills based on their abilities. Cross-reference their self-assessments with their managers
- Once a CMO has done their listening tour and assessed key competencies specific to each role, they need to take that data and use it to identify where their team's strengths and weaknesses are. Test how the team works together by having them take on a new project and examining their performance.
- Use the insights from your team assessment when meeting with the CEO and other C-suite members. The data-driven approach helps you outline your forecast and tangibly justify requests for additional resources for the marketing team.
Quote of the Show:
- “Part of my 90-day plan is to come in and say, okay, we’ll get to forecasting really quick, but let's understand who we have.” - Chris Allen
Connect with Chris:
- LinkedIn: https://www.linkedin.com/in/chriscallen/
- Instagram: https://www.instagram.com/chrisallentv/
- Heartland website: https://www.heartland.us/
- The Entrepreneurs Studio Podcast: https://www.heartland.us/resources/entrepreneurs-studio
Shout Outs:
- Peter Drucker
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/syUWifcJ0Ko
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Joining the show is a marketing powerhouse that came from the B2C world of mobile advertising but is now leading marketing at a major B2B SaaS company. Ryan Morel is the SVP of Marketing at Flexe. Ryan goes deep into the stories told by B2B content, how to tell a great story through marketing, and why you should change your medium before you change your story.
Takeaways:
- Marketers need to fight the urge to say too much. By keeping your content brief, you can dedicate more time to crafting it and making it more thoughtful. This way, each piece of content you create is more valuable to your audience.
- Your content needs to have a story and a structure. You also need to understand which channels you are going to use and which parts of the story each channel will tell.
- The difference between a good story and a bad story is who the story is about. Many companies, especially early in their lifecycle, craft stories about the company. These are less effective than stories that revolve around the customer.
- When using an enterprise sales motion to grow a SaaS company, marketing should provide support for BDA or SDR teams. The sales team will have a much easier job as the company’s brand awareness grows within the market.
- Avoid being too reliant on a single channel as buying behavior can change quickly. A great example of something that caused buying behaviors to change rapidly was the Covid-19 pandemic. Overnight budgets were slashed and buyers had new challenges.
- It’s easier to change marketing channels than it is to change the story of your content. If your marketing tells a clear story, then you can be flexible with the channels you use to distribute the content.
Quote of the Show:
- “When we can create brief, but also impactful and clear messages in the voice of the customer, that drives meaningful results” - Ryan Morel
Links:
- LinkedIn: https://www.linkedin.com/in/ryanmorel/
- Twitter: https://twitter.com/ryanmorel
- Company website: https://www.flexe.com/
Shout Outs:
- Principles by Ray Dalio
- Annie Duke - Author and poker champion
- Lonesome Dove by Larry McMurtry
- The Knowledge Project - Podcast
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/xYwDbGozR4Y
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
While he is crushing the B2C space today, this special guest built his marketing skills over a long and successful tenure in B2B marketing. Mike Manheimer is the CMO and Head of Growth at PostScript, an SMS tool available for e-commerce sellers on Shopify, but he’s here to explain how the same principles can be applied in B2B. Mike unveils the misconceptions holding marketers back from sending SMS, how the proper use of SMS can help you close deals, and why you need consent to have an effective SMS campaign.
Takeaways:
- Before seeing the benefits of your first SMS campaign, you need to overcome the fear of sending it. SMS (short message service, eg: text messages) is an extremely intimate channel because your brand is placed among texts from prospects’ friends and families.
- Don’t use the excuse that your ‘customers might not like it’ as the reason not to use SMS campaigns. As with anything in marketing, you need to test it. That’s how you will get feedback and data on the efficacy of SMS for your brand.
- The bar for good SMS marketing is much higher than it is for good email marketing, meaning that you need to be much more thoughtful with the messages that you send.
- After good discovery calls, sales reps should ask the prospects if they can reach out to them via text message in case they can’t contact them through email. This way the prospect opts into SMS messaging and the rep verifies the phone number.
- During the B2B sales cycle, the rep that has built the relationship with the prospect should tell them that they prefer to communicate over text and ask if they can text them throughout the process to check-in. Prospects are becoming more open to this now.
- SMS can be an extremely valuable tool to have for getting B2B deals closed, but in order to have it as a viable option, you need to build rapport with the prospect and then ask them if texting works for them.
- Another way to both capture phone numbers and gain consent to send SMS messages is through on-site pop-ups, discounts, exclusives, etc. For example, offering a 20% discount in exchange for a phone number saw a 75% conversion rate.
- An additional benefit to incorporating SMS into your marketing mix is that your communication with a prospect via SMS is not constrained to what they are doing on their computer at that time. You can directly connect to their phone and cut through the noise.
Quote of the Show:
- “All marketers know we make everything way more complicated than it needs to be. We forget that this entire game is about humans marketing to other humans” - Mike Manheimer
Links:
- LinkedIn: https://www.linkedin.com/in/mikemanheimer/
- Twitter: https://twitter.com/mikemanheimer
- Company website: https://postscript.io/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/_O3yxvAOcEA
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a global marketing strategy expert who is passionate about building high-performing teams and coaching the next marketing leaders. Allison MacLeod is the Chief Marketing Officer of Flywire and is a Member of the Board Of Trustees for the Mass Technology Leadership Council. Allison shares the ROI mindset that marketers need to have, the importance of prioritizing cost-effective revenue, and how to develop a strong and capable team as a marketing leader.
Takeaways:
- Whether in B2B or B2C, as the CMO, you need to understand the ROI generated from everything your marketing team does. You must also be focused on the goals you share with the sales organization and work toward them.
- Marketers must consider how they support the company's sales or account management teams. What can marketers do to help them improve retention, upselling, and cross-selling?
- MQLs and your top-of-funnel are the lever and gauge that you can use to impact revenue. It’s crucial to learn how to scale them up and down to provide more predictable results and improve them quarter over quarter.
- As a marketing leader, you must aim your efforts at what provides cost-effective revenue and is aligned with the sales team. It’s essential to de-prioritize anything that is not driving to that goal, to maximize cost-effective revenue.
- Marketers should be sitting in on sales calls and speaking with clients to get real feedback on what resonates with potential customers that they can include in the messaging of marketing collateral.
- When recruiting new members for your team, make sure they have opportunities to grow and improve the company. Lay out the path ahead of them and highlight the areas in which they can become involved and take charge of. Be a mentor and listen to them.
- No matter how skilled you are or what field you are in, everything in business comes down to communication, trust, and relationships. Without communication, there is no collaboration which leads to everything falling apart.
Quote of the Show:
- “As a CMO, you should act like the CRO.” - Allison MacLeod
Links:
- LinkedIn: https://www.linkedin.com/in/allisonbmacleod/
- Twitter: https://twitter.com/allisonbmacleod/
- Company website: https://www.flywire.com/
Shout Outs:
- Bryan Law - CMO of ZoomInfo - Episode # 094 https://performancemarketinginsiders.com/differentiation-doesnt-matter-distinctiveness-does-bryan-law-the-revenue-driven-cmo-094
- You Are a Badass by Jen Sincero
- The Book of Boundaries by Melissa Urban
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
- Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
- YouTube: https://youtu.be/kjwzFxB-Ggw
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
Today’s guest is a data-driven marketing leader with vast experience running teams and launching products within high-growth B2B SaaS companies. She is extremely passionate about understanding customers and using that to inform her marketing efforts. Juliette Kopecky is the CMO at LinkSquares and an angel investor. Juliette discusses the perspective that future marketing leaders need to have, why marketing should collaborate more with sales, and how to run an effective marketing team.
Takeaways:
- Being a successful marketer goes far beyond a good understanding of marketing tactics. In order to become a marketing leader, you need to have a well-rounded set of skills that come from all aspects of running a business.
- Outstanding marketers can see the bigger picture of how disparate marketing tactics factor into the company’s revenue and drive new business. They are curious about other parts of the business and what customers really want to accomplish with your solution.
- Marketers should embrace every chance they get to collaborate with sales and work on closing deals. Not only will they learn skills that they can deploy in other aspects of their job, but they can also listen directly to the customers on the issues they need to solve.
- If your company has a booth at in-person events and conferences, this can be an extremely valuable way for marketers to gather immediate feedback from the prospects they talk face-to-face with. Find what resonates with your target audience.
- A major factor in being an effective marketing leader is great communication. Your team needs visibility in order to thrive and a great way to provide this as a CMO is by having a regular meeting cadence with your senior leadership team.
- An even better way to encourage open communication within your marketing team is to have skip-level meetings with everyone on the team. These meetings allow you to learn about what each member is working on and provide further learning opportunities.
- As your company grows in size and scope, you need to work on upgrading your skills both as a marketer and as a leader. Running a larger company means you’ll have to solve larger problems, so make sure you’re prepared by consistently honing your craft.
Quote of the Show:
- “It can't just be marketing for the sake of marketing, it has to be marketing to power the business and to drive revenue.” - Juliette Kopecky
Links:
- LinkedIn: https://www.linkedin.com/in/juliettek/
- Company website: https://linksquares.com/
Shout Outs:
- CLOC - Corporate Legal Operations Consortium
- Boston Celtics
- James Parker - General Council for the Boston Celtics
- HubSpot
- Jasper AI
- Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/IZPhYhfWCHA
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a keynote speaker, coach & mentor with over 25 years of marketing experience. He has spent most of his career leading marketing at IBM throughout Europe and the Americas. Scott Neuman is the Vice President of Corporate Marketing at Calix. Scott explains the 3 keys to empowering everyone in your company to be a brand ambassador, why you need to highlight customer wins, and how to set up an effective customer advisory board.
Takeaways:
- Anyone who works for your company is an ambassador for your company’s brand. Wherever someone from your company may be, as soon as they say they work at your company, they become an extension of the brand.
- Marketers need to effectively leverage everyone in their company to take advantage of this immense earned media opportunity that costs them nothing. When used correctly across social media, this can dramatically amplify the reach of your brand’s story.
- There are three key steps involved with getting everyone in your company excited about posting on social media about the company. 1) Understand the Story. 2) Arm the Extroverts with Tools. 3) Celebrate New Voices.
- To transform every position within the company into a revenue-driving position, your company needs to have a strong story and make sure that everyone really understands the why behind the company.
- Give the extroverts within your company the tools they need to tell your company’s story with their own flavor. Encourage them to share why the company’s mission is relevant to them and their network. Celebrate those that are sharing both internally and externally.
- So much of B2B marketing is companies talking about themselves. Cut through the noise by flipping it around to talk about your customers and highlight their wins. You can tell a much more compelling story when you put your customer in the role of the hero.
- Prospects don’t care about what product you sell, they care about what problem you solve. Your marketing should speak to prospects in their language and put your solution into the context of how you help them solve their issue.
Quote of the Show:
- “Anyone and everyone can be a brand ambassador” - Scott Neuman
Links:
- LinkedIn: https://www.linkedin.com/in/scottneuman/
- Twitter: https://twitter.com/scottneuman41
- Company website: https://www.calix.com/
Shout Outs:
- Chet Holmes
- Hootsuite
- Daniel H. Pink
- Simon Sinek
- Adam Grant
- Bill Bryson
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/AOi7EC6Xb8w
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest was voted a Top 3 Marketer on LinkedIn and was recognized as a 2020 Top 10 SaaS Branding Expert. He is an award-winning content creator and keynote speaker that helps businesses drive measurable results through social media. Darryl Praill is the Chief Marketing Officer at Agorapulse. Darryl shares why your team’s culture is so important, why defining success is imperative, and how a CMO really thinks about growing a company.
Takeaways:
- The key to succeeding as a marketing leader is organizational culture. You need to make sure that every individual on your team is in the right seat. They need to understand their job, want to do their job, and be capable of doing their job.
- As a leader, you need to hold your team accountable. If team members aren’t meeting expectations, they need to face the consequences right away. The longer you delay the consequences, the longer you tell everyone else that it’s acceptable to miss those goals.
- It is imperative to communicate your expectations to employees in a measurable and trackable way. Make sure to define the metrics by which you judge success. For example, market share could be measured in multiple ways, so which metric matters?
- Have a “sanity check” with employees at the halfway point of a project or initiative. This way, if an employee is not on track to reach the goal, you can provide corrective behaviors for them while there’s still time to make a change and reach the goal.
- Your CMO wants to know how you impacted the company's bottom line because that's how the company is measured. They don’t care how many leads you generated, they care how many of those leads became paying customers.
- Make sure that you can track everything you do back to its impact on a company goal. Use this when discussing priorities and goals with other marketing leaders within your company.
Quote of the Show:
- “Our job as leaders is to translate how those small, often seeming inconsequential, elements of your daily job impact the organization's goal.” - Darryl Praill
Connect With Darryl:
- LinkedIn: https://www.linkedin.com/in/darrylpraill/
- Twitter: https://twitter.com/ohpinion8ted
- Company website: https://www.agorapulse.com/
- Personal website: https://www.darrylpraill.com/
Shout Outs:
- Traction by Gino Wickman
- Lemlist - Cold Outreach Software
- Guillaume Moubeche - Founder & CEO of Lempire and Lemlist
- Sangram Vajre - Go-To-Market Thought leader
- Dan Disney - Social Selling and LinkedIn Influencer
- Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim
- Crossing the Chasm by Geoffrey Moore
- Good to Great by Jim Collins
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/3CuV7N5PYpE
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is an expert marketer that leverages engagement strategy to drive demand. Throughout her awesome career, she’s developed specialties in content design, market research, and campaign execution. Briana Belisle is the Executive Vice President of Marketing at Field Nation. Briana shares why you need to solve your prospects’ boring problems, and how to determine the difference between critical events and compelling events.
Takeaways:
- Stay focused on solving what matters most to your prospects. Solve the boring, but urgent problems they are facing.
- Even though a problem may seem boring, that doesn’t mean that it’s not worth solving, especially if it’s keeping your customers up at night.
- It’s important to determine between critical events and compelling events. Critical events are costing your customers time, money, or customers and need to be fixed now. Compelling events can be more interesting but are harder to tie into ROI.
- When you know the specific critical event that your solution fixes, you can get highly specified with the audiences you target to make sure that you convey why that problem, and therefore your solution, is so important for a very specific subset of the market.
- Before chasing the next shiny object, ask yourself if it is urgent and if you understand who it is urgent for. Once you’ve done that, really think about if you’re doing something because it’s shiny or because it helps solve a critical problem for your prospects.
- When crafting your company’s messaging, make sure that it addresses the boring, but urgent problem for your prospects rather than what you happen to find interesting.
Quote of the Show:
- “Solve the boring, but urgent problem.” - Briana Belisle
Links:
- LinkedIn: https://www.linkedin.com/in/justbriana/
- Company website: https://fieldnation.com/
Shout Outs:
- Alex Hormozi
- Seth Godin
- Peep Laja
- April Dunford
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/uT3q5txpPF8
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
B2B Marketers Need To Use Multi-Threading - Isaac Ware - The Revenue-Driven CMO - Episode # 096 With B2B buying groups growing larger, it’s time for marketing to take a page out of the sales playbook and begin using multi-threading to increase close rates. Here to let you in on all of the secrets is an awesome paid media and digital marketing expert who specializes in helping major companies like Gong and Salesloft improve their pipeline. Today’s guest is Isaac Ware, the Director of Demand Generation at UserGems. Isaac shares how to increase your close rate by five times, which marketing tools to use for multi-threading, and why you need to re-engage previous champions of your company.
Email win@webmechanix.com to claim a free CRM analysis from UserGems.
Takeaways:
- Marketers need to embrace Multi-threading. Multi-threading is a sales technique that pulls more people from various personas within a company into the deal. Having multiple contacts within a deal increases the chances of closing that deal dramatically.
- Within potential B2B accounts, buyer groups are increasing in size. For example, a sales cycle that would have involved 3 contacts within a company in the past now needs to include 5 or 6 contacts that fit a variety of personas.
- By using multi-threading on a tactical level, marketers can engage the different personas within a target account at the optimal time during the sales process. This engagement can be done through extremely targeted and personalized ads for each persona.
- When advertising on LinkedIn, in-feed ads can outperform conversational ads simply based on their variety and the frequency at which they can be shown to the audience.
- CRM tools and similar software that can identify the buying committees within target accounts and categorize the contacts into the proper personas are extremely useful. These tools are essential for implementing scalable multi-threading tactics.
- If you’re not tracking the champions of your company when they move on from their current companies, you are missing out on a huge potential source of revenue. Make sure to monitor these contacts and engage them to stay top of mind.
Quote of the Show:
- “Buying groups are getting bigger, so multi-threading is more important than ever.” - Isaac Ware
Links:
- LinkedIn: https://www.linkedin.com/in/isaac-ware/
- Company website: https://www.usergems.com/
Shout Outs:
- Atomic Habits by James Clear
- The Founders by Jimmy Soni
- Corrina Owens, Senior ABM Manager at Gong
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/ctsJo-oU23I
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a marketing leader and creative idea-generator. They have a strong background in communications and brand development. Jordan Sher is the Vice President of Corporate and Brand Marketing at Gainsight and an advisor to AudiencePlus. Jordan broke down the benefits of earned media, the best practices for writing press releases, and what ChatGPT could mean for SEO.
Takeaways:
- Brand marketing and earned media can help performance marketing teams accelerate the pipeline to reach their goals, both tactically and strategically.
- From a tactical perspective, earned media is one of the biggest contributors to a website’s SEO. The quality of the links to your site plays a big role in SEO and earned media, such as a press release, that links back to the website can boost performance.
- When trying to raise your site’s SEO metrics, a press release is a great tool for building links and providing longtail results. Wire services are interconnected so issuing a release to one will result in increased organic awareness and multiple quality backlinks.
- During the deal cycle, your earned media strategy will amplify your brand and move a deal through the pipeline because it creates credibility which will stick with prospects as they do their due diligence on your company.
- Although their effectiveness has diminished slightly over time, press releases can still deliver better awareness and organic SEO results than specific content marketing.
- The best practices for writing a press release are to get specific about product news and benefits, include a quote from a large client, and encourage the client to share the release through their own channels.
- If your company has invested in building a community, engage the community members when you launch your earned media campaign and encourage them to share and interact with the content.
Quote of the Show:
- “Most of your target audience do not take a linear path from awareness to close.” - Jordan Sher
Links:
- LinkedIn: https://www.linkedin.com/in/jordansher/
- Twitter: https://twitter.com/headfullofideas
- Gainsight website: https://www.gainsight.com/
- AudiencePlus website: https://www.audienceplus.com/
Shout Outs:
- Will Reynolds
- John Klosterman
- The Nineties: A Book by John Klosterman
- Oscar Wars by Michael Schulman
- The Town with Matthew Belloni - Podcast focused on the media industry
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/wBBmdtu-Qjw
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Every marketer has heard how vital differentiation is to success, but today’s guest has a different point of view and the data to back it up. Bryan Law, the Chief Marketing Officer of ZoomInfo, joins this episode to provide his marketing expertise which he has built over two decades of leading marketing teams at companies like Salesforce, Google, Tableau, and Deloitte. Bryan explains why being distinct is more important than being differentiated, why your brand’s messaging should be the same across segments, and how to discover the category entry points for your brand.
Takeaways:
- For marketers, it’s much more important to be distinctive than differentiated. Being distinctive means your company stands out from the noise and is noticed. Differentiation conveys how your company and services differ from a competitor’s offering.
- B2B buyers are bombarded with messaging and don’t have time to compare competitors. Most buyers start with a list of one potential vendor and most buyers don’t look beyond that list. To get on that list, your company needs to be distinct.
- Data from the Ehrenberg-Bass Institute shows that brands succeed better when they focus on standing out and getting noticed than when they focus on conveying why they are better than competitors.
- There are many ways for your company to be distinctive, but the most important aspect is to think about what the company needs to be known for and then deliver that consistently. For example, if your brand uses humor to stand out, your brand needs to deliver on that consistently across every interaction a prospect has with your brand.
- Examples of assets your brand should keep consistent include colors, logos, taglines, symbols, sounds, characters, etc. In addition to tone and storytelling, these small, consistent nuances help your messaging feel familiar, yet distinct, to buyers.
- Hyper-personalized messaging actually degrades the strength of your brand. The more consistent your messaging is for every segment, the stronger your brand becomes. Hone your targeting by industry and deliver consistent messaging to every type of buyer.
- Identify the category entry points for your buyers. These are the thoughts and feelings they have during buying situations. Then, attach your brand to those entry points that are associated with purchasing. For example, a prospect thinks about how to fix X, and in doing so, they simultaneously think of your brand.
- The first step to becoming more distinct is learning the thoughts, feelings, and emotions that buyers have when purchasing. Use a survey to ask them, “When you are thinking about this category, what are the thoughts, feelings, and emotions that come to mind?”
Quote of the Show:
- “It's really about thinking about what you want to be known for, and then doing it consistently.” - Bryan Law
Links:
- LinkedIn: https://www.linkedin.com/in/bryanbasdenlaw/
- Twitter: https://twitter.com/BryanBasdenLaw
- Company website: https://www.zoominfo.com/
Shout Outs:
- Ehrenberg-Bass Institute: https://www.marketingscience.info/
- Building Distinctive Brand Assets by Jenni Romaniuk
- ZoomInfo Plays: https://www.zoominfo.com/plays
- How Brands Grow by Byron Sharp
- Don’t Make Me Think by Steve Krug
- Long Walk to Freedom by Nelson Mandela
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/1i8Be-JDAHE
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Today’s guest is an amazing marketer and leader that has spent over a decade in education marketing and sales. Lia Davidson is the CMO of EAB and the creator of the CONNECTED conference. Lia shares her framework of the Marketer’s Compass which can be used to evaluate individual marketers and marketing teams.
Takeaways:
- The north and south ends of the marketer's compass are the opposite ends of thinking strategically versus tactically. The east and west axis on the compass represents the left and right brain thinking that marketing requires.
- Great marketers are able to easily switch between long-term vision-setting and getting their hands dirty by working in the trenches and getting in the weeds of a project. Marketers need to be able to look at things from both 4 feet and 40,000 feet.
- The problems that marketers have to solve demand a mix of both analytical and creative thinking. There is a lot of math involved in certain points and lots of creative thinking in others.
- When creating and managing marketing teams, think about how the individuals within the group represent the four directions of the marketer’s compass. Because each person won’t excel in every aspect, it’s vital to add others to balance out the team’s strengths.
- The Marketer’s Compass lens is most valuable for viewing senior marketing talent. Entry-level marketers should be focused on executing the one thing they’re responsible for, but over time they will grow in their knowledge.
- For many companies, it’s becoming harder to secure sales conversations which weakens their pipelines. This makes it more important than ever for sales and marketing to overcome customer indecision.
- Marketing leaders need to have empathy for those working in sales and should develop deep relationships with them. This is key to maintaining sales and marketing alignment.
Quote of the Show:
- “If you can take some risks and explore the adjacencies of the career that you want to do, you're going be better at whatever it is you're doing” - Lia Davidson
Links:
- LinkedIn: https://www.linkedin.com/in/lia-davidson-94b1552/
- Company website: https://eab.com/
Shout Outs:
- The JOLT Effect - by Mathew Dixon and Ted McKenna
- Winning The Challenger Sale - by Brent Adamson and Mathew Dixon
- Orbit Media - https://www.orbitmedia.com/
- 6sense - https://6sense.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/UcqmLuBnJ3M
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
They started their career engineering hardware and managing products before transitioning and developing their expertise in strategic marketing planning, new product launches, and identifying emerging opportunities. Devang Sachdev is the Vice President of Marketing at Snorkel AI. Devang shares how he uses generative AI models to conduct market research, keep a consistent tone throughout his messaging and content, and provide answers to questions prospects might have to funnel traffic to your website.
Takeaways:
- Generative AI models are extremely effective when used to conduct market research and understand the positioning of competitors in a certain space. Start with basic questions about who are the main companies in a niche and then refine your prompts.
- To learn about competitors, you can ask tools like Open AI’s Chat GPT4 to go to a competitor's website and break down their lead, differentiation, and positioning. Ask for the competitor's shortcomings to uncover great opportunities.
- A great way to keep your messaging consistent and comprehensive enough is to perform the same test as above with your own website. This can show the impression that a new user of your website might get.
- By starting with a simple prompt, you can assess the quality of the AI model’s output to indicate whether it understands your industry or niche well enough. This builds the amount of trust and confidence that you can have in the answers it gives.
- Open AI’s new Chat GPT4 brings greater functionality than the existing Chat GPT 3 tool. The new model incorporates different structured data modalities and can handle information with spatial relationships.
- Capture the Google snippet by asking a generative AI tool to create FAQs and answers for them based on your product page. This is a great starting point for writing an SEO-optimized article that provides value and has a good chance of ranking well.
- If you use Chat GPT as an assistant to handle any proprietary or confidential information, it’s a good idea to use it through the API. If you just use the normal version, the AI will be trained on your data and it could show up for other users.
Quote of the Show:
- “The more you start putting yourself in the mind of your prospect and start using Chat GPT as a way of inquiry, the better responses you'll start getting, and the more readily available that content will be to use in long form or even short form pages” - Devang Sachdev
Links:
- LinkedIn: https://www.linkedin.com/in/devangsachdev/
- Twitter: https://twitter.com/DevangSachdev
- Company website: https://snorkel.ai/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube:
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
This special guest has spent over 25 years of international experience championing Fortune 500 brands and articulating their vision through marketing and advertising initiatives. Through her career, she has earned over 100 advertising awards from AdAge, Adweek, Brandweek, Forbes, and The New York Times among many others. Suzanne Darmory is the VP of Integrated Marketing & Creative at Jackson Hewitt Tax Service Inc. Suzanne discusses the importance of balancing a thick skin and a warm heart, how to track attribution when running omnichannel marketing, and how marketers are managing the pressure to do more with less.
Takeaways:
- To have a long and fruitful career, marketers need to have thick skin along with a warm heart. Treating everyone with the same level of respect regardless of standing is also important, especially as marketers advance in their careers.
- For those working on creative content, it’s important to resist taking criticism of your work personally. While this can be challenging, remember that decisions on creative ultimately come down to what will produce the best results.
- While some companies in “unfun” industries, like taxes, concentrate on brand awareness and spend big on Super Bowl ads, there is a great opportunity for companies to build a more human brand that resonates by using one-to-one communication.
- When using an omnichannel marketing approach, each channel will have different measurement standards. For example, TV ads are harder to track than digital ads. However, a well-developed CRM and tech stack can provide crucial attribution data.
- Managing multiple marketing mediums is complicated, but it can be much easier by getting the brand right. For larger companies, building an internal team to manage the brand rather than relying on outsourced agencies to deliver the brand.
- With marketers being asked to provide more results while using fewer resources there is a push across industries toward increasing efficiency and finding ways to cut costs. For example, using an in-house creative team can be cheaper than using an agency.
Quote of the Show:
- “One of the things that I really, truly believe in is always having a thick skin, but a warm heart.” - Suzanne Darmory
Shout Outs:
- The Catcher in the Rye by J. D. Salinger
- Breakfast at Tiffany’s by Truman Capote
Links:
- LinkedIn: https://www.linkedin.com/in/suzannedarmory/
- Twitter: https://twitter.com/SuzannedNYC
- Jackson Hewitt Website: https://www.jacksonhewitt.com/
- Personal Website: http://suzannedarmory.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/3NKPxHNA0gA
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest has been mastering their marketing and advertising skillset since they started their career at Proctor & Gamble, and they’ve kept learning ever since, even while serving as the CMO for Microsoft US. Grad Conn is the CMO of PROS and is a prolific producer of amazing B2B & B2C marketing content. In this episode, Grad shared career advice for new marketers, why knowing the history of marketing and advertising is so valuable, and how to never stop learning.
Takeaways:
- The freedom offered by start-ups and smaller firms is appealing to young marketers that are fresh out of school, it’s better to start out working at a larger marketing company so you can establish a strong marketing foundation.
- Treat everything you do as a learning engagement and never let yourself stop learning. If you don’t keep up with the context of each iteration, you won’t be able to understand how to interface with whatever great innovation is eventually created.
- Advertisers and marketers need to study the history of their own profession so they understand the building blocks of their discipline and what advances have been made by those that came before them.
- Part of the beauty of advertising is that no one can copyright an advertising idea, which means that you can apply the same idea to your situation and update it with the correct context. To discover these ideas, start reading old advertising books and don’t stop.
- With the world moving at a breakneck speed, consumers feel overwhelmed making even trivial choices harder to make. If your brand simplifies the decisions that consumers have to make, they will greatly appreciate it and reward you with their loyalty.
- While you can’t watch every ad campaign ever created, if you love advertising and marketing, you’ll make a point to consume more ads and do so thoughtfully.
- With where the economy is heading, businesses won’t have the luxury of easily increasing their growth through mergers and acquisitions. They will have to rely more heavily on organic growth and invest more in their sales and marketing operations.
Quote of the Show:
- “As soon as you sort of stop investing in learning and being interested in the future, I think the future passes you by” - Grad Conn
Links:
- LinkedIn: https://www.linkedin.com/in/gradconn/
- Twitter: https://twitter.com/gradconn
- Company website: https://pros.com/
- Blog: https://www.copernicanshift.com/
Shout Outs:
- Satya Nadella - CEO of Microsoft
- Hit Refresh by Satya Nadella
- Scientific Advertising by Claude C. Hopkins
- Ogilvy & Mather - Advertising Agency
- Bill Richardson
- Advertising Pure and Simple by Hank Seiden
- Mad Women by Jane Maas
- A Big Life (in Advertising) by Mary Wells Lawrence
- How to Advertise by Jane Maas and Ken Roman
- Ogilvy on Advertising by David Ogilvy
- Jasper.ai
- Copy.ai
- Think Bigger by Michael W. Sonnenfeldt
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/tU2fXeddzU0
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a longtime marketer that has been recognized as the Most Outstanding Women in Business and is flipping marketing’s position within organizations on its head. Esther Flammer is the CMO of Wrike. Esther discusses the role of marketing, how to get a seat at the table to make strategic decisions, and why you should highlight your customers.
Takeaways:
- Marketing is not just a support function, marketing can and should be a strategic driver for any organization. Marketing should have its finger on the pulse of the market and understand how the organization needs to position itself to capture the market.
- For marketers to earn a seat at the table and be able to make a bigger impact, they need to understand the organizational priorities and build relationships of trust to ensure that they can have the appropriate conversations if they disagree with the priorities.
- Marketers need to build their point of view based on data and their analysis of that data in order to properly evaluate strategic options. Marketers need to be able to build a business case around why their idea is good for the business.
- For product-led companies, the “land and expand” go-to-market model can be extremely successful.
- Highlight your customers’ success stories. This will endear them to you even more and by putting the spotlight on their organization it will reflect well back on your company.
- Because many companies will have their own use cases and best practices, your marketing should reflect a certain level of segmentation and you need to ensure that you're producing the right content to help them get to the next level
Quote of the Show:
- “Marketing is not just a support function” - Esther Flammer
Links:
- Twitter: https://twitter.com/estherkflammer
- LinkedIn: https://www.linkedin.com/in/estherkimflammer/
- Website: https://www.wrike.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/5YJUt_N4X7o
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a serial entrepreneur, B2B marketing thought leader, frequent podcaster, and U.S. Marine Corps Veteran. The Ringmaster, Casey Cheshire, is the Founder & Podcast Architect at Ringmaster Conversational Marketing, the author of Marketing Automation Unleashed, and the host of The Hard Corps Marketing Show & Creating The Greatest Show. Casey shares how B2B companies can use podcasts to listen to and learn about their customers, generate an endless source of marketing content, and create stronger relationships.
Takeaways:
- Marketers have a tendency to get overly creative with their copy, but unless they represent their ideal buyer, they’re appealing to the wrong person. Instead of trying to invent the words that drive action, listen to your customers to find the right words.
- A great way to engage and listen to your customers is to invite current, past, and potential customers onto a company podcast and ask them about their successes, their challenges, and what keeps them up at night.
- Listen back to the recorded episodes of your podcast to identify the exact terminology that your customers use when describing challenges that your solution can help them overcome. If you put in the effort to listen, the results will show in your revenue.
- Regardless of your position within a company, anyone can start a podcast. If you’re hesitant about having to talk a lot, as the podcast host, that’s not an issue. Hosting an interview podcast means you get to ask the questions and the guest does the talking.
- As the host of a B2B podcast, you get to build relationships with customers and prospects that can extend far beyond work and also help you build more robust customer profiles based on the qualitative data you generate on the podcast.
- Beyond gaining a better understanding of your customers and their needs, B2B podcasts can generate sales, word of mouth, and rich content for every step of your buyer journey. For example, Casey turned a year of podcasts into his book.
- Although 2 million podcasts may sound like a lot, compared to the over 200 million blogs in existence, new podcasts are still in the early adopter stage of their growth cycle.
Quote of the Show:
- “It's less about being creative and inventing, it's more about listening, hearing, and then giving it back to people.” - Casey Cheshire
Links:
- LinkedIn: https://www.linkedin.com/in/caseycheshire/
- Twitter: https://twitter.com/CaseyChesh
- Company website: https://ringmaster.com/
- Marketing Automation Unleashed: https://a.co/d/i77Csjr
- The Hard Corps Marketing Show: https://www.hardcorpsmarketing.com/
- Creating The Greatest Show: https://www.creatingthegreatestshow.com/
Shout Outs:
- Traction by Gino Wickman
- The 21 Irrefutable Laws of Leadership by John C. Maxwell
- The Alchemist by Paulo Coelho
- Water for Elephants by Sara Gruen
- LMNT - flavored salts for water
- Dan Sullivan
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/0XAPalUqKZM
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Marketers need to tie their efforts to revenue. Teach how to do this, this episode features an outstanding revenue-driven marketer with almost a decade in the industry. They are a renowned strategic leader and thinker with extensive expertise in lead generation and direct response marketing. Today’s guest is Patrick Manser, the VP of Marketing at GoHealth. Patrick discusses how to lead a team of marketers in implementing a direct response funnel, why your team needs to be immersed in direct response, and how to find the leaks in your customer journey.
Takeaways:
- Marketers can turbocharge their consumer acquisition engine by creating a direct response marketing engine. It’s all about tying your marketing activities to revenue.
- Direct response allows you to share the results of a campaign in concise and precise ways that people outside of marketing can understand. This way, you can share what exactly you do with your marketing budget and what revenue point is attached to it.
- Because direct response marketing is all-encompassing, to find success using it, your team needs to immerse themselves in every aspect of it. This needs to be top of mind while creating ads and writing copy and it requires careful tracking of the funnel.
- It’s vital that your team is focused on the same metrics and that they understand how to improve those KPIs from multiple angles. This starts with having a clean funnel to provide good data to base decisions on and help you avoid long-term issues.
- To set up direct response, understand and document the funnel. Use sample customers to find leaks in the customer journey. Solve one funnel issue at a time. Dedicate parts of your team to fix the top, middle, and bottom. Start a rapid test and learn process.
- It’s important to include the entire team in the performance analysis. Every member needs to know where changes need to be made and why they need to make those changes based on the analysis of the team’s results.
- Although they can be hard to find, marketing teams need someone with an analytical background that can apply that to marketing. These individuals can supercharge the learning process and keep creative employees focused on optimizing the process.
Quote of the Show:
- “If you don’t have a backlog of creative that you have ready to test, you’re probably not doing the job right” - Patrick Manser
Links:
- LinkedIn: https://www.linkedin.com/in/patmanser/
- GoHealth Website: https://www.gohealth.com/
- Open Positions with GoHealth: https://www.builtinchicago.org/company/gohealth
Shout Outs:
- Ogilvy on Advertising by David Ogilvy
- Neil Patel
- Hacking Growth by Morgan Brown and Sean Ellis
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/y5yrVqdP_qA
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a strategic marketing thought leader and has held roles at Fortune 100 companies as well as start-ups delivering profitable growth. He speaks insurance and digital fluently and has a deep understanding of MarTech.David Drotos is the Vice President & Head of Marketing at Equity Trust. David discusses where to start with your marketing strategy, how to reach conclusions using micro-testing, and why direct mail is such a tantalizing channel for marketers.
Takeaways:
- Before deciding on the marketing tactics you’re going to use, you need to really understand who your customer is and what your USP (Unique Selling Proposition) is. You need to know what you’re looking for before setting out to find it.
- Once you know your customer, start micro-testing your marketing. This means you need to iterate rapidly by making small changes which allows you to learn and fail fast. Don’t let great get in the way of good.
- Focus on changing one variable within each iteration of micro-testing, such as ad creative, channel, audience, CTA, colors, etc. The more variables in a test, the harder it gets to find a statistically significant conclusion.
- Where you start with your testing will depend on your situation but it should all be done in service of finding statistically significant results as fast as possible because you can then remove components that negatively impact your ROAS (Return On Ad Spend).
- For companies that rely heavily on paid search advertising, most of the people coming into their funnel through that campaign already have high intent, and they already familiar with your company or service and the leads are more likely to become accounts.
- Middle funnel advertising can include Facebook, Linkedin, and YouTube to an extent. An example of middle funnel advertising would be a CTA that drives traffic to a lead magnet that provides some value and can be accessed by entering a name and email.
- Due to the limits of different platforms, it’s important to build audiences outside of walled gardens such as Facebook or TikTok. The insights these platforms can provide into building lookalike audiences to advertise to can be restricting for marketers.
Quote of the Show:
- “The folks who have less to spend have to be more creative and have to be really more judicious on how they spend their dollars and where they spend them at” - David Drotos
Links:
- LinkedIn: https://www.linkedin.com/in/daviddrotos/
- Equity Trust website: https://www.trustetc.com/
- Robbing Mary: https://www.robbingmary.com/about
Shout Outs:
- Don't Make Me Think by Steve Krug
- Blink by Malcolm Gladwell
- 11/22/63 by Stephen King
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/32wWCna4zsA
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a serial entrepreneur with 3 successful exits, an Angel and Impact Investor, and a digital performance marketing pioneer. They are also the former Co-Founder, Chairman, and CEO of CARCHEX. Jason Goldsmith is the Chief Consultant & Strategist at Goldsmith Consulting and he has a wealth of marketing knowledge to share. Jason delves into how both B2B and B2C marketers can use conversational AI in their funnels, how to stay ahead of your competitors, and why you should be prioritizing customer experience.
Takeaways:
- Marketers need to make sure their companies stay ahead of competitors by effectively communicating how their company is learning and using that insight to provide value to their customers. Marketers also need to be on the look out for unsaturated markets.
- Always look for ways to innovate around the problems your face in your industry because ther will be others facing those same problems. For example, when mortgage brokers were relying on direct mail, digital marketing presented a great chance to grow.
- Even in well-established verticals there are opportunities waiting to be taken advantage of by disruptors. The key to staying ahead of competitors and providing value to customers is to balance the quality of a deliverable at a quantity that can scale.
- Marketers can use conversational AI tools to build a better mousetrap which can enable a smart funnel to engage leads. The most important part of the funnel to improve using conversational AI is the front-end customer experience.
- Don’t think about using AI just a way to cut costs and trim your workforce. By intelligently deploying conversational AI tools throughout your funnel, you can deliver a better experience, drive better conversion rates, and produce more revenue.
- By training your AI tool, you company will be able to deliver consistent experiences to every customer, which is something you just can’t realistically do with a human team.
- Although conversational AI isn’t perfect yet, it’s worth starting to use it despite the issues. As early adopters of this technology, you can discover how to optimize its use and get well ahead of your competitors. You never want to have to catch up to your competitors.
Quote of the Show:
- “As a marketer, I think you have to think more like the business owner” - Jason Goldsmith
Links:
- LinkedIn: https://www.linkedin.com/in/jason-goldsmith-88aa7b28/
- Twitter: https://twitter.com/carchexjason
- Company website: https://www.linkedin.com/company/goldsmith-consulting-services/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/aZtcqefdYpU
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a beloved and renowned B2B brand marketing thought leader with over 40 years of experience. Drew Neisser is the CEO at Renegade Marketing & CMO Huddles and the author of Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands. According to Drew, the top five mistakes that B2B marketers make are The Peanut Butter Effect, backward targets, rebranding without changing the product or service, spending too much on MarTech, and retreating in a time of crisis.
Takeaways:
- Mistake number 1 B2B marketers make is called The Peanut Butter Effect which happens when they try to do too much in their messaging to different target personas. Simplify your brand to under 8 words and then find new ways to tell it.
- Mistake number 2 for B2B Marketers is when the targets are backward. Most marketers think Prospects>Customers>Employees. Reverse that order to Employees>Customers>Prospects.
- If your employees don’t buy your brand story, you’re toast, but if they do, they can be your greatest ambassadors. The same holds true for customers; when they actually buy your brand story they can be your best advocates.
- Create your brand’s purpose-driven story statement in under eight words. Once you have this, come up with six ways to make it real to employees, six ways to make it real for customers, and six ways to make it real for prospects.
- Mistake number 3 is when B2B marketers rebrand without changing the product or service offering. Don’t put a new coat of paint on an old barn. If you’re changing your promise to customers, make sure to improve your product or service.
- Mistake number 4 is when marketers spend too much on MarTech. MarTech is only a set of tools, it is not a substitute for marketing. In many companies, there is too much tech, not enough staff, and not enough marketing.
- Mistake number 5 is when CMOs retreat during a time of crisis, whether it be a global health catastrophe or economic meltdown. Tough times give marketers a chance to prove that they are essential to the company.
- You’re marketing should reflect your brand’s personality which you should develop through consistent tonality and style in your messaging. B2B doesn’t have to mean “Boring to Boring”. It’s OK to lighten up and have some fun with your marketing.
Quote of the Show:
- “Great marketing is not about fluff, it is about service and selling through service.” - Drew Neisser
Links:
- LinkedIn: https://www.linkedin.com/in/drewneisser/
- Renegade Website: https://renegade.com/
- CMO Huddles Website: https://cmohuddles.com/
- Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands: https://www.amazon.com/gp/product/173721251X?pf_rd_r=99HBH4FFGR8QZDN5QXF8&pf_rd_p=8fe9b1d0-f378-4356-8bb8-cada7525eadd&pd_rd_r=36f04762-ae05-4438-9298-40ad05165a32&pd_rd_w=GJHxG&pd_rd_wg=OzjRl&ref_=pd_gw_unk
- CMO Huddle’s 101 B2B Marketing Influencers: https://cmohuddles.com/top-101-B2B-marketers
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/qmQiot4Xqbo
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is an energetic and passionate marketer and leader with decades of experience on the cutting edge of marketing. Andrew Kling is the Senior Vice President of Marketing and Sales at Cognition Financial. Andrew explains the keys to optimizing your funnel, why you need an open mind when exploring channels, and how to collect more accurate data to base your decisions.
Takeaways:
- While it’s easy to get focused on front-end metrics like CPL (Cost Per Lead), it’s crucial to look at your entire funnel from a data perspective to test, learn, and optimize so you can reach your long-term goal.
- Because of data privacy concerns, there is a shift in marketing from generating leads to building relationships. Those relationships are built on keeping people engaged and nudging them through your funnel.
- Don’t fall into the trap of testing a channel once and moving on from it. Most channels deserve more exploration, even if they might have higher a CPL.
- Marketers need a source of truth that they can constantly refer to. This means having useful, accurate data to look at on a consistent basis to understand what numbers are coming in and what they mean.
- Set up UTM parameters in your CRM for each channel and make sure each piece of creative is individually tagged. This makes it easier to measure, understand, and communicate valuable information from the data you receive.
- Set aside 10-20% of your marketing budget for testing different channels. If your first attempt doesn't succeed, consider other approaches to find success in that channel, especially if you know your target audience is there.
- If you are using mass marketing channels such as TV or radio, look at your indirect data, such as site traffic or lead forms, for signs of the campaign’s impact. This can inform your decision on whether or not that channel should remain in your media mix.
Quote of the Show:
- “I like to think of it as not necessarily channel exploration, but budget exploration” - Andrew Kling
Links:
- LinkedIn: https://www.linkedin.com/in/andrewkling/
- Twitter: https://twitter.com/andrewkling
- Cognition Financial website: https://cognitionfinancial.com/
- Union Federal website: https://unionfederalstudentloans.com/
- Custom Choice Student Loans website: https://www.customchoice.com/
Shout Outs:
- Fumbling The Future by Douglas K Smith and Robert C. Alexander
- Dealers of Lightning by Michael Hiltzik
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/3MXM8M8aIhk
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s episode is special because we’re highlighting an amazing guest who shared some amazing knowledge on the show way back in 2021. This special guest is a longtime marketing leader and innovator that has been instrumental in his current company reaching its multi-billion dollar valuation. Udi Ledergor is a B2B marketing thought leader, the CMO of Gong, and the author of The 50 Secrets of Trade Show Success. Among Udi’s top secrets are why strategy must come before tactics, how to forge great relationships between sales and marketing, and why making your marketing human is so critical.
Takeaways:
- Tip #1: Strategy before tactics. Figure out your strategy before you send out your first email or do your first social post because, in marketing, it’s very easy to get busy with activities and campaigns that are usually a huge waste of your time.
- Tip #2: Don’t Produce anything that you wouldn’t want to consume. Think if you would want to get that next email, if not start over. Create something that you would be excited to consume.
- Tip #3: Don’t wait for inbound to come in, start outbound on your first day on the job. Create the script and monitor your SDRs’ calls, either manually or with technology. Start building inbound, but don’t expect it to bear fruits for close to a year.
- Tip #4: Never compromise on the people you hire. Every person you add can either give you ten times more energy or drain ten times more of your energy.
- Tip #5: Don’t obsess about measurement. Do what seems right for the brand, if it works, you’ll see it show up on your dashboard.
- Tip #6: Marketers need to create strong relationships with their sales counterparts. Try to meet up at least once a week to collaborate on challenges, what is and isn’t working, and new needs.
- Tip #7: The first step in establishing your marketing strategy is to determine the end goal. What does success look like? For example, Gong set out to have double the social media mentions of all of its competitors combined.
- Tip #8: It’s easier to build an award-winning marketing strategy around a product that has an amazing product-market fit than if customers don’t use or like the product. When job-hunting, look for companies that already have a great product-market fit.
- Tip #9: Make your marketing human. Being an authority in your industry does not mean your marketing needs to be stuffy and boring. Humanize everything from the experience at your events to the tone of voice and imagery on your website and content, etc.
- Tip #10: Carve out 10%-20% of your marketing budget to use on ideas that you have a gut feeling about, but might not have an immediately measurable impact. For example, Gong’s Super Bowl ad not only drove business but also influenced job applicants.
Quote of the Show:
- “If you're a marketer somewhere out there that is not closely connected with your CRO, or, as I like to say, if you don't know how they take their coffee, you're doing it wrong” - Udi Ledergor
Links:
- Twitter: https://twitter.com/ledergor
- LinkedIn: https://www.linkedin.com/in/udiledergor/
- Gong website: https://www.gong.io/
- Gong Blog: https://www.gong.io/blog/
- Personal website: https://www.udiledergor.com/
- The 50 Secrets of Trade Show Success: https://www.amazon.com/dp/1511691247/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/HZBrmgLS4Kg
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest has led sales teams for many international brands and is now helping SMEs get Enterprise clients. Barry Moroney is the Founder & CEO at Leadable. Barry shares why so many marketers think they’re using ABM but aren’t, how to approach ABM based on contract sizes, and what a good ABM campaign looks like.
Takeaways:
- Many marketers genuinely believe they are using Account-Based Marketing (ABM) in their outbound marketing, but in reality, very few are.
- For example, your company is not really using ABM if you are only splitting up accounts based on territory, splitting up sales reps by vertical, or creating industry-specific collateral.
- No two companies are the same, and if you are going to use ABM, you need to tailor your approach to each company and its specific needs. Going one step further, you should identify the key stakeholders within the company and what each of them needs.
- ABM is great for companies that have a relatively small Total Addressable Market (TAM), but large contract values. The smaller the TAM, the more important the personalized approach becomes.
- For companies with a larger TAM, you can craft messages that appeal to the specific personas within the company. In this larger market, you should also be cognizant of what the brand is talking about and make sure your messaging aligns with it.
- Leaders that want to use ABM need to realize that correctly using ABM requires them to shift their focus from the volume of sales outreach to the quality of sales outreach.
- Example ABM Campaign Cadence over 12 Months: Primary campaign runs for 6 weeks and is very personalized using videos, handwritten notes, and phone calls. Those that don’t convert have a 30-day break, then go into a 6-month drip campaign that uses 1 email per month and features no CTAs. Following this is a re-engagement campaign that is similar to the primary campaign, as it brings back the phone calls and the CTAs. Each month is the start of this cycle for a new group of 50 accounts.
Quote of the Show:
- “Most people genuinely believe that they are doing ABM in their outbound, but very few actually are” - Barry Moroney
Links:
- LinkedIn: https://www.linkedin.com/in/barrymoroney/
- Twitter: https://twitter.com/barrymoroney
- Company website: https://www.leadable.io/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/pwfz1_r9GXI
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Getting in front of your target audience is crucial but the future of how marketers can target their audiences is changing. Here to get you up-to-date is a top-tier marketing thought leader that loves helping companies drive revenue by developing the proper systems and strategies. Zack Wenthe is the Senior Technical Product Marketing Manager and Product Evangelist at Treasure Data. Zack is also the author of 76.5 Ideas to Kickstart your Marketing. Zack reveals the secrets behind why data platforms don’t want you to have your own data, how to collect 1st-party data, and what is possible when you use your own 1st-party data in your ad targeting across platforms.
Takeaways:
- Platforms like Facebook and Google don’t want companies to create their own 1st-party data strategies, they would rather those companies be dependent upon them for crucial data. This means they can charge more and limit what marketers can do with data.
- Building out your 1st-party data strategy follows the same concept as growing and owning your email marketing list. However, the scope of your 1st-party data strategy goes far beyond an email list to include interests, demographics, psychographics, etc.
- You can use your 1st-party data to accurately build the same audiences across multiple platforms. Having in-house data allows you to reach the target audience, even when platforms make changes, such as the looming extinction of 3rd-party cookies.
- Start small when you begin collecting 1st-party data. You can use surveys to uncover customer interests and preferences. As the amount of data you compile grows, you may need a CDP (Customer Data Platform) or a data warehouse to manage your data.
- For example, for one product you may have multiple audiences that have unique needs and buying behaviors. By understanding those audiences and having the right data, you can create more meaningful segments and improve all of your campaigns.
- When you use multiple platforms for advertising in tandem, you can use your 1st-party data to create an omnichannel experience for your audience as they go from using one platform to another.
- One of the biggest ways to drive the efficiency of your ads is suppression. For example, you can use your 1st-party data to make sure that you aren’t paying to show an ad to someone who just made a purchase of that same product.
Quote of the Show:
- “Facebook, Google, all the walled gardens, they don’t want you to build your own 1st-party data strategy. They don’t want you to have your own data” - Zack Wenthe
Links:
- LinkedIn: https://www.linkedin.com/in/zackwenthe/
- Twitter: https://twitter.com/zwenthe
- Company website: https://www.treasuredata.com/
- 76.5 Ideas to Kickstart your Marketing: https://www.barnesandnoble.com/w/765-ideas-to-kickstart-your-marketing-zack-b-wenthe/1102177697?ean=9781453678510
Shout Outs:
- Ryan Levesque - CEO of The ASK Method
- Malcolm Gladwell - Renowned Author
- Never Eat Alone by Keith Ferrazzi
- The Person and The Situation by Lee Ross
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/FTVWPZFnfXY
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest is a master of data science, marketing & adtech. They are a performance-focused digital marketer that specializes in paid search. Curtis Correll is the Director of the Performance Marketing Innovation Team at HealthCare.com. Curtis shares why Google and Meta are removing features from their ad platforms, why marketers need to feed data back into Google to see great results, and how to stop seams from appearing in your data.
Takeaways:
- Ad platforms like Google are trying to automate parts of digital marketers’ jobs, but that’s not necessarily a bad thing for them. Google has taken away a lot of the granular nuances that used to be the key to digital marketing success.
- There are two main groups of thought toward Google’s automation, the first trusts the platform’s suggestions and the second is wary of any loss of control. Generally, newer marketers are in the first camp while experienced marketers fall into the latter.
- Google’s updates provide benefits for both groups. Veteran marketers should take advantage of some of the automation that Google is implementing while still finetuning their campaigns for their specific businesses. New marketers get the guardrails.
- Ad platforms like Google and Meta are putting an emphasis on companies to go broad with their advertising. To get the most from these platforms, you need to give these platforms more granular guardrails for your ads.
- Google and Meta have lots of great tools for marketers but they don’t have the context from your specific company that is needed to optimize their performance. Feed that contextual data back into the platforms to avoid increasing any seams in your data.
- For example, Healthcare.com sells leads and those leads perform better when salespeople are taking calls during business hours. If a lead loses 60% of its value after 6 PM, a seam appears because Google doesn’t know about the cutoff.
- A great way for marketers to optimize ROAS is to partner with data scientists and build out a lead-scoring system that can calculate the probability of conversion and can associate that with the click. This helps give Google real-time feedback.
Quote of the Show:
- “Google, Facebook, and all of the other ad marketplaces are trying to automate your job away, and that's a good thing” - Curtis Correll
Links:
- LinkedIn: https://www.linkedin.com/in/curtiscorrell/
- Company website: https://www.healthcare.com/
- HealthCare Pharmacy: https://pharmacy.healthcare.com/
Shout Outs:
- Cal Newport
- Shadow Divers by Robert Kurson
- The 4-Hour Workweek by Tim Ferriss
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/yrHEaYUfki0
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Gathered together in this special episode are some of the best insights from some of the greatest leaders in the marketing world. These four women share their most valuable marketing knowledge which has helped them in their roles as CMO at four great companies. Kristi Melani, the CMO of Telesign, explores how and why marketers can replace dead benchmarks. Anna Griffin, the CMO of Intercom, shares how sales and marketing are merging and what it means to the future of your company’s growth. Stephanie Moritz, the CMO at the American Dental Association, discusses how curiosity can be your competitive advantage. Amy Barzdukas is the CMO of WiTricity and breaks down why your brand is so important to every part of your marketing.
Takeaways:
- Marketers need to figure out what they want to measure and then the equation to measure that. This should encompass more than just one aspect for marketing success to be measured on.
- With the enormous growth opportunities opened by the rise of the internet, the lines between sales and marketing have begun to blur. Selling happens across the entire customer lifecycle, which means two departments need to work in tandem.
- Successful organizations are built on curiosity. Their cultures reward asking why and discovering new ways to do things.
- A big part of creating a culture of curiosity comes down to understanding your employees and internal customers along with infusing opportunities to be creative into your meetings.
- Your brand is so much more than making the company look pretty. The brand influences product decisions, pricing decisions, your make or buy strategy, marketing mix decisions, and so much more than just the accent colors or the H1 font.
- You need to really understand your customer when developing your brand because great brands are polarizing.
Links:
- Anna Griffin LinkedIn: https://www.linkedin.com/in/annahgriffin
- Website: https://www.intercom.com/
- Anna’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-50/
- Kristi Melani LinkedIn: https://www.linkedin.com/in/kristi-melani-9752a81/
- Website: https://www.telesign.com/
- Kristi’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-56/
- Amy Barzdukas LinkedIn: https://www.linkedin.com/in/amy-barzdukas/
- Website: https://witricity.com/
- Amy’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-39/
- Stephanie Moritz LinkedIn: https://www.linkedin.com/in/stephanie-crase-moritz-9567926/
- Website: https://www.ada.org/
- Stephanie’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-3/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/A-uySha4JLk
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
This is a special episode because we are featuring segments from 4 brilliant, industry-leading performance marketers that were previously on the show! You’ll hear incredible insights from Larry Kim, the Founder & VP Marketing at MobileMonkey, Jay Abraham of The Abraham Group, Dennis Yu, the CEO and Co-Founder of BlitzMetrics, and Eric Carlson, Co-Founder and CEO of SweatPants Agency. Get a pen and paper ready, because there are so many great ideas coming from these marketing thought leaders!
Takeaways:
- The #1 reason someone will click & buy from you is whether they’ve heard of you before — brand-aware cohorts are 3-5X more likely to engage with your ads, organic listings & emails.
- The algorithms have evolved to quantify traditional brand signals as measured by peoples’ propensity to trust, open, click & buy, then reward those signals.
- The best way to drive conversions is to never talk about yourself, instead, you should only have your clients and friends talk about you. This is how you build credit and establish authority through a 3rd party.
- If you want to sell to a certain customer base, look at who they respect and then interview those people. When the target group sees you and the person they respect together, they will come to respect and follow you as well.
- The most underutilized asset for most people is the realization that there are tons of other people, influencers, media, and indirection competitors that have already worked hard and spent a fortune to have a very tight relationship with the same audience you want.
- Think of marketing and sales in terms of conventional and unconventional thinking. Conventional thinking lowers your risk and involves looking at what other players in the industry are doing (how their websites are set up, how their ads look, etc.). Unconventional thinking is what actually gives you an alpha.
Links:
- Larry Kim LinkedIn: https://www.linkedin.com/in/larrykim/
- MobileMonkey Website: https://mobilemonkey.com/
- Larry’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-27/
- Jay Abraham LinkedIn: https://www.linkedin.com/in/jayabrahamofficial/
- The Abraham Group Website: https://www.abraham.com/
- Jay’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-28/
- Dennis Yu LinkedIn: https://www.linkedin.com/in/dennisyu/
- BlitzMetrics Website: https://blitzmetrics.com/
- Dennis’ Full Episode: https://www.webmechanix.com/performance-marketing-insiders-episode-67/
- Eric Carlson LinkedIn: https://www.linkedin.com/in/ecarls1/
- Sweatpants Agency Website: https://sweatpantsagency.com/
- Eric’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-49/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/7IGQPK9n2Ik
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
The world of digital marketing and hyper-targeted ads is always changing, but today’s guest has some insight into what could be around the bend. Alex Kukich is a uniquely experienced sales and marketing leader and the CRO at WITHIN. Alex shared what the landscape of digital advertising could look like in the future, the advertising alternatives to Google, and what a world without cookies would look like for advertisers.
Takeaways:
- No one really knows where the future of cookieless digital advertising is going. Even those at Google and other data giants aren’t sure of what’s next which leads to their constant iterations and delays.
- Cookies are used to track the activity of internet users across websites to build out a profile of each user’s interests. Companies can then pay to serve targeted ads to specific profiles based on their past search activity.
- For example, if someone was searching for Ford pickup trucks, Ford could serve them ads not just for Ford, but Ford pickups, and even Ford dealerships with pickup trucks in that user’s area.
- Because of legislative changes in Europe and the US, companies like Google need to develop a compliant way for digital advertisers to be able to target while not jeopardizing users’ personal data.
- In preparing for cookie-less advertising, companies like The Trade Desk are working with partners outside of Google to create a platform that uses the email addresses of different website users to track activity so they can place targeted ads in front of the right users.
- One of the issues that the coalition that The Trade Desk put together is whether users will be willing to sign in to all of the sites they visit and how this may impact privacy concerns.
- The platform that The Trade Desk and others are building will be open-source technology which gives advertisers and technology companies alike the ability to continue innovating how they target ads for users.
Quote of the Show:
- “Nobody really knows where cookieless advertising is going” - Alex Kukich
Links:
- LinkedIn: https://www.linkedin.com/in/alexkukich/
- Company website: https://within.co/
Shoutouts:
- Scott Ferber - CEO of Videology
- The Trade Desk - https://www.thetradedesk.com/us
- Extreme Ownership by Jocko Willink
- Rich Dad Poor Dad by Robert Kiyosaki
- Miracle Morning by Hal Elrod
- The One Thing by Gary W. Keller and Jay Papasan
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/_6NNStYTlis
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
This episode is a little special because we are featuring segments from 4 amazing, industry-leading CMOs that were on the 3-Minute Marketing Podcast! You’ll hear amazing insights from Kipp Bodnar, HubSpot’s CMO, Udi Ledergor, Gong’s CMO, Grant Johnson, Emburse’s CMO, and Kevin Alansky, Jedox’s CMO. Buckle up for this blast from the past and get ready to learn!
Takeaways:
- The advent of Web3 opens so many avenues for the future of marketing. With technology like Ethereum, the offers that marketers will be able to provide prospects for things like completing demos can become incredibly enticing.
- Udi Ledergor’s 5 Tips for Marketing success are: 1) Strategy before tactics, 2) Don’t produce anything you wouldn’t want to consume, 3) Don’t wait for Inbound to come in, start outbound your first day on the job, 4) Never compromise on the people you hire, 5) Don’t obsess about measurement, do what’s best for the brand.
- While CMOs have a seat at the table, they often lack the influence that they need to do their jobs effectively and help the company grow. CMO should serve as advisors to the CEO and that only happens when they become Chief Growth Orchestrators.
- Breaking it down further, Chief means that you should have a considerable amount of influence. Growth relates to your use of multiple channels to drive business. An Orchestrator brings everything together, they run meetings and align strategic objectives.
- The first 90 days are so critical to succeeding in your role as a CMO! While the process of getting started can be hard, keep in mind that you are being closely monitored by the CEO, Board, and other executives. Consider this period to be an extended interview.
- When you’re just starting as a CMO, get close to the business and your team by scheduling regular one-on-ones. This will help you not only learn more about the business, but you’ll also build strong relationships with everyone on your team.
- Along with building trust with your team, you need to build trust and align objectives with the sales team. Make sure you are providing them with what they need and vice versa.
Links:
- Kipp Bodnar LinkedIn: https://www.linkedin.com/in/kippbodnar/
- HubSpot Website: https://www.hubspot.com/
- Kipp’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-35/
- Udi Ledergor LinkedIn: https://www.linkedin.com/in/udiledergor/
- Gong Website: https://www.gong.io/
- Udi’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-16/
- Grant Johnson LinkedIn: https://www.webmechanix.com/three-minute-marketing-episode-20/
- Emburse Website: https://www.emburse.com/
- Grant’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-20/
- Kevin Alansky LinkedIn: https://www.linkedin.com/in/alansky/
- Jedox Website: https://www.jedox.com/en/
- Kevin’s Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-31/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/fprQ4cOjr-U
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today’s guest helps the most prominent brands and celebrities make their content go viral through organic social media. The brands they have worked with include MTV, IKEA, and Vice Magazine. They have also worked with celebrities like Taylor Swift, Rihanna, and Adriana Lima on their digital strategy. Brendan Kane is the Managing Partner of Hook Point and the author of OneMillionFollowers and Hook Point: How to Stand out in a 3 Second World. Brendan reveals how you can increase your social traffic, tell better stories through your content, and what social media algorithms actually want from your content.
Takeaways:
- There are over 200 billion messages sent daily through social media platforms. The only way your content won’t be swept immediately is if you understand how the algorithms work and create great content.
- Social media algorithms are designed to increase user retention so users will remain on the platform longer and are served more ads. Algorithms are looking for content that can grab people’s attention and hold it for a period of time.
- Traditional content that is created with a specific message for a specific audience does not mesh with the social media algorithms of today, which means it will have decreased organic traffic.
- The real key to growing organic traffic is to take a generalized approach to content creation that can make anyone interested in the subject matter while using the subtext to play to your core audience
- Two great examples of this approach to content creation are Graham Stephan and ClearValue Tax. Both cover “boring” topics that relate to their businesses but do so in the context of exploring larger topics that have some association with their expertise.
- Great social media content relies on effective storytelling and all of the nuanced elements that requires, such as pacing, tonality, tension, and editing.
- One of the biggest elements of storytelling is building tension. Similar to the game, Jenga Theory is built around the fact that you know the end outcome, but not when or how it will happen. With each block that is removed, there is a build-up and release of tension.
Quote of the Show:
- “ You have to grab attention and hold attention for as long as possible in order to go viral” - Brendan Kane
Links:
- LinkedIn: https://www.linkedin.com/in/brendanjkane/
- Personal website: https://brendanjkane.com/
- Company website: https://hookpoint.com/
- OneMillionFollowers: https://onemillionfollowers.com/
- Viral Trends Community: https://goviral.hookpoint.com/
Shout outs:
- ClearValue Tax - YouTube Channel
- Graham Stephan - YouTube Channel
- Alex Stemplewski - TikTok Creator
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/X4GvcZ_d4wo
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
It’s too easy to get disconnected from the core processes of a company as it grows, but it’s imperative that you stay in contact with that baseline and the people carrying out the processes. Today’s guest is a master performance marketer and entrepreneur who had built and sold multiple companies by the age of 33. Josh Harris is the Founder of Agency Growth Secrets and a veritable fountain of knowledge. Josh explains the importance of establishing your baseline, what effective management looks like in scaling companies, and where the future of marketing is headed.
Takeaways:
- It’s crucial to establish a strong baseline understanding of what your role is in order to become competent enough at something to excel beyond the standard. When you move away from this competency, issues arise from a lack of competency or process change.
- When you become disconnected from the processes and operations of the company, the best way to learn about how to fix problems is to go and work directly with the people involved in the processes. This gives you a 360-degree view of the problems.
- While it’s important for executives to buy their time back, they should also be looking for ways to buy their employees' time back.
- The two keys to reconnecting with the baseline are to establish a culture where you are investing in your employees' success and to shadow their work.
- If you empower your employees to troubleshoot issues before escalating them to you, you’ll find there are very few things coming across your desk.
- A few ways to shadow your employees include physically watching them work, watching their shared screen through Zoom, and using screen recording software.
- When observing your employees, it’s important to emphasize that you’re sold on them as a person and that you're just trying to optimize their workflow.
Quote of the Show:
- “Yesterday’s advantage is today’s prerequisite to success” - Josh Harris
Links:
- LinkedIn: https://www.linkedin.com/in/agency-training/
- Instagram: https://www.instagram.com/joshharrislife/?hl=en
- Twitter: https://twitter.com/joshharrislife
- Company website: https://aisales.systems/
- Company website: https://aigrowthsecrets.com/
Shoutouts:
- How to Win Friends and Influence People by Dale Carnegie
- Man's Search for Meaning by Viktor Frankl
- The 4-Hour Workweek by Tim Ferriss
- Tribe of Mentors by Tim Ferriss
- Tools of Titans by Tim Ferriss
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://www.youtube.com/watch?v=P_aCsWSNufk
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
The world is full of neatly crafted messages, fine-tuned for specific personas but the reason so many marketers have trouble getting their message across is the vast amount of other noise they have to compete with. Today’s guest not only knows how to cut through that noise but is also a creative and tactical marketing leader. Alex Kelly is the Director of Digital Marketing at Ceros and an expert in his craft. Alex shares why your message isn't getting the traffic it deserves, how to improve your campaigns overall, and what your events need in order to stand out.
Takeaways:
- Your message is not the medium. While crafting your message is very important, marketers should also focus on making sure that message is being seen.
- It’s crucial to make your message grab your target’s attention and part of that comes down to exploring new mediums to deliver your message.
- Part of the strategy to create an attention-grabbing campaign is to invest time into the design and visuals. This will make help break through the overcrowded noise that your target market deals with.
- Because so many marketers are following the same digital marketing playbook, your strategy itself has to stick out in order to reach the right people.
- You need to involve designers early on in the process of crafting your strategy. Designers look at content in a very different way than marketers and to stick out, you need their perspective when planning out your next campaign.
- Intertwining your events and digital marketing content can create very immersive and interactive experiences that are great for delivering your message, ensuring your message is understood, and building your brand.
- If you are utilizing events heavily in your marketing, think about how you can design an experience at your booth that really sticks out. For example, what are the different ways that you can physically represent your message?
Quote of the Show:
- “Your message does not mean a thing if nobody's paying attention” - Alex Kelly
Links:
- LinkedIn: https://www.linkedin.com/in/alexjohnkelly/
- Company website: https://www.ceros.com/
Shout outs:
- Abbey Schuyler - WebMechanix Creative Team Lead
- Behind the Cloud by Carlye Adler
- The Five Dysfunctions of a Team by Patrick Lencioni
- Wizard's First Rule by Terry Goodkind
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/KbVFB7Cmz38
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Too many B2B companies are missing out on 360-degree search-based affiliate marketing, however, today’s guest knows all about how to find success with affiliates. Charles Groome is a marketing and advertising leader and the Vice President of Marketing at Biz2Credit. Charles shares how to start working with affiliate partners, how to double your performance without doubling your costs, and how to uncover new marketing opportunities.
Takeaways:
- Affiliate marketing is an extremely profitable channel for marketers because it is completely performance-driven. The new crop of affiliate marketers have built on what came before them and are now able to achieve great results.
- One of the reasons many brands don’t utilize affiliate marketing is because it is not talked about as often as something like search. However in certain spaces, especially in B2B, it can be very effective.
- When set up right, your affiliate marketing can build brand reputation, drive direct traffic, and have the affiliate partners bidding based on performance.
- While influencer marketing gets all the buzz, it’s almost the same concept as affiliate marketing, just without driving the performance results. This is why in B2B, influencer marketing can be a real waste of time.
- When setting up your affiliate program, check your own search accounts for the websites that show up on your keywords. These websites are already paying to be there and are a natural affiliate opportunity because you can get the traffic that they’re paying for.
- Find the top 3 potential partners and negotiate with them in parallel to determine the market rates and effective CPC. Also, be open to affiliate partners that have organic offerings additionally because these can be very profitable as well.
- You need a direct relationship with the affiliate and access to their marketing department so that you can set up the attribution to track your ad spend. Getting an API integration between your CRM and the affiliate’s could be the best investment that you make for affiliate marketing.
Quote of the Show:
- “The marketing department, to me, is really the brain of the company. It’s about thinking through what is the company trying to say, how are we trying to convey that, and what’s the best way for us to actually get that done” - Charles Groome
Links:
- LinkedIn: https://www.linkedin.com/in/charlesgroome/
- Twitter: https://twitter.com/CharlesGroome
- Personal website: http://charlesgroome.com/
- Biz2Credit website: https://www.biz2credit.com/
- Biz2X website: https://www.biz2x.com/
Shoutouts:
- Impact - Affiliate Marketing platform
- Brand Thinking by Debbie Millman
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/wt9eJL07ycI
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Your company could be using the 1st party data it already has to uncover incredible insights into its customers and what they actually want. Elise Berger is the Head of Performance and Direct Marketing at Earnest and a performance marketing badass that has led marketing efforts for other great companies like GE and Showtime. Elise shares how to make better use of your 1st-party data to drive your marketing, what resources are available to performance marketers regardless of their budget, and what lies at the core of performance marketing.
Takeaways:
- Marketers need to use 1st party data for more than just reporting or attribution. By starting with the consumer, you can use that same 1st party data in your segmentation, analysis, and decision-making.
- In order to really learn and discover insights from your 1st-party data, you need to invest the time and money into your Customer Data Platform (CDP) infrastructure along with other data such as demographic and psychographic data.
- Using Dstillery is the first step on the roadmap towards your company implementing CDP and will provide you with not just who to target but also how to make your campaigns more effective.
- Dstillery is a pixel that you can put on any of the pages on your site that will enrich your analytics with qualitative data referring to the users affinity segments, their path to visit, their path to conversion, and demographic data.
- Performance marketing is so much more than getting cheap CPM on social media, it’s really about driving short terms sales and building a long term brand using data.
- As a marketer you need to understand people along with the industry you’re in and how it’s changing. In doing so, you end up having to take on the role of a psychologist, budget analyst, accountant, researcher, etc.
- The importance of research for marketers cannot be understated because the only way to know what’s coming next and how to adapt to it is to spend time researching.
Quote of the Show:
- “Brands are not using their 1st-party data in any type of meaningful way” - Elise Berger
Links:
- LinkedIn: https://www.linkedin.com/in/elisemeirama/
- Instagram: https://www.instagram.com/emeirama/?hl=en
- Company website: https://www.earnest.com/
Shoutouts:
- Dstillery - https://dstillery.com/
- Digiday - Digital marketing publication
- Emarketer - Marketing resource
- Statista - Marketing resource
- Noun Project - Icons
- Pexels - Free Stock imagery
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/2CikRfquU34
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
This week’s episode is a little special because it’s an excerpt from The Growth Clinic, WebMechanix’s weekly community call where they feature marketing leaders and cover the most important topics in marketing. This week’s expert is the Paid Social Manager at WebMechanix, Ben Lisca. Ben came from the world of affiliate marketing and has a wealth of knowledge when it comes to using TikTok in your advertising. You’ll hear about optimizing your ROAS, how to make great TikTok ads that convert, and what tools to use to inform your ads.
Takeaways:
- TikTok has surpassed Facebook and Instagram for the most time on the platform. TikTok also outperforms all other social media platforms in driving engagement and spontaneous actions, such as unplanned purchases.
- Compared to other platforms, TikTok provides extremely engaged traffic that’s more likely to approach and spend higher amounts of money while also being it’s cheaper to get in front of.
- Because of the way TikTok’s algorithm works, you can hyper-target ads to specific hashtags and niches. Based on those hashtags, you are able to show people the ads they want to see and the products they might need.
- The best-performing ads appear similar to the native content on the platform. For example, for a product, it’s probably best to show a review of the product.
- One of the biggest learning curves is realizing that for TikTok, it’s better for your ads to resemble user-generated content than professionally produced content.
- You need to constantly upload new ad creative onto TikTok because the algorithm will place recycled ads lower in the feed which produces lower engagement. You can add a new intro to the same video and TikTok will consider it new content.
- While TikTok recommends using ads between 21 and 34 seconds in length, you should test different lengths for your ads which can be anywhere from 5 to 60 seconds long.
Quote of the Show:
- “The best ads on TikTok don’t look like ads” - Ben Lisca
Links:
- Twitter: https://twitter.com/WebMechanix
- LinkedIn: https://www.linkedin.com/in/ben-lisca-22509547/
- Company LinkedIn: https://www.linkedin.com/company/webmechanix/
- Website: https://www.webmechanix.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/pxJUZpOEKCc
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
You need to protect your brand, which costs money but you’re overpaying! Matt LeBaron is the Founder and CEO of Revvim and the CEO of New Day Consulting, LLC. Matt is a database architect turned growth marketer that has been involved in Online Startups since 1997. You’ll hear about how to protect your brand better while spending less, how to combat conquest campaigns, and what new martech tools can be doing for your company.
Takeaways:
- Companies are spending way too much money on brand search. While you do need to protect your brand from competitors, because of the current technology available, you don’t have to spend as much.
- There is a large gap between the new marketing tech that is available and the solutions that marketers know are available.
- Competitors can and will run conquest campaigns at random times against your brand and you need to have a way to detect and combat them with your own ads.
- While your competitors can’t use your brand’s trademarked assets in Google Ads, they are still able to bid on any keywords they want. When competitors are bidding on your brand, you need to make sure you have ads running to block those.
- When you stop bidding on keywords because of a brand sensitivity test, competitors will sneak in and start bidding on them so you need to monitor the ad space.
- Even if you had the best engineers and they created a great tool, if you can’t productize it so people can simply and easily use it, then the product is done for.
- You don’t need a formal education to learn, especially now with so much amazing content available on YouTube.
Quote of the Show:
- “You've got everything you need to build a career on YouTube” - Matt LeBaron
Learning Resources:
- The Art of War by Sun Tzu
- The Prince by Machiavelli
- The 48 Laws of Power by Robert Greene
Links:
- LinkedIn: https://www.linkedin.com/in/mattlebaron/
- Company website: https://revvim.com/
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/BKYokoCQaa0
Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Revamp your traditional sales strategies by evolving to the fast-paced digital world which runs on word of mouth. Dennis Yu is a marketing thought leader, CEO and Co-Founder of BlitzMetrics, and co-author of both The Definitive Guide to TikTok Advertising and Facebook Nation. Dennis shares what sales teams need to do to become more effective in today’s market, how to handle inbound and referral leads differently, and what marketing needs to amplify the company online.
Takeaways:
- The best way to drive conversions is to never talk about yourself, instead, you should only have your clients and friends talk about you. This is how you build credit and establish authority through a 3rd party.
- Your salespeople should not have “Sales” in their title. This will immediately make prospects shut down anything from that person because they don’t want to be sold to.
- When inbound leads and referrals come in, they need your expert help diagnosing and fixing their problems. They don’t need to be told how great you are! You don’t need to push the solution on them because it’s something they already want.
- Don’t talk about yourself, instead, elevate others! When you speak well of another person, they will want to reciprocate and speak well of you.
- If you want to sell to a certain customer base, look at who they respect and then interview those people. When the target group sees you and the person they respect together, they will come to respect and follow you as well.
- To start incepting, you need to shift the mindset of your salespeople so they are perceived as experts who have interesting things to say and a personal brand. You also need marketing to drive inbound leads by putting out thought leadership pieces.
- Whenever your company has a good media mention, podcast interview, blog post, or LinkedIn post, the marketing team needs to repurpose it, cross-post it, and boost it. A great way to amplify your reach with these pieces is with a dollar-a-day strategy.
Quote of the Show:
- “Digital marketing is nothing more than an amplifier of what people are already saying about you” - Dennis Yu
Links:
- LinkedIn: https://www.linkedin.com/in/dennisyu/
- Twitter: https://twitter.com/dennisyu
- Facebook: https://www.facebook.com/dennisyu
- BlitzMetrics website: https://blitzmetrics.com/
- Dennis Yu’s website: https://dennis-yu.com/
- The Definitive Guide to TikTok Advertising: How to Access 1 Billion People in 10 Minutes!: https://www.amazon.com/Definitive-Guide-TikTok-Advertising-Billion-ebook/dp/B09XM4LB97
- Facebook Nation: https://www.amazon.com/Facebook-Nation-Total-Information-Awareness/dp/1493917390
Shoutouts:
- Perry Marshall - Author, Thought leader, and Business Consultant
- The AND Asset by Caleb Guilliams
- John Jonas - Creator of OnlineJobs.ph
Ways to Tune In:
- Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
- Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
- Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
- Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
- Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
- YouTube: https://youtu.be/wVLLYz9iwc4
Performance Marketing Insiders is sponsored by Webmechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/
Today on 3-Minute Marketing, I'm speaking with Erik Huberman. He's currently Founder & CEO at Hawke Media, a full-service Outsourced CMO that helps businesses realize their potential.
His firm works with some impressive logos, including Red Bull, Verizon, Evite, Planet Blue, Stories by Kelly Osbourne and many more. He recently released his book, "The Hawke Method", which reveals the marketing framework he's used to help over 4,000 brands soar to new heights.
So I asked him to break it down for us —
"What's the secret that's allowed you to help 4,000+ brands be successful with digital marketing?"
Show notes:
- Awareness, nurturing and trust must be the "tripod" of your marketing strategy.
- Awareness means creating new attention and customers for your product or service. Over time, you lose your existing audience so you need to constantly be refilling this "bucket."
- Nurturing is what you do with the awareness you generate. What most marketers miss is that there's a consideration period for any purchase. If you're not nurturing, you're losing customers before they're ready to buy.
- Trust is the third pillar, because 75% of consumers won't buy from a brand they don't trust.
- If you haven't built a brand yet, third-party validations like testimonials, reviews and PR are critical to building trust with your market.
- Over time, trust can come from your brand. Your brand is how you consistently show up in the market, for better or worse. Talking about how you show up or want to be perceived via a book or otherwise can help reinforce the brand image you want to convey.
Today on 3-Minute Marketing, I've got badass CMO Christian Campagnuolo (CMO at Revature) back for round 2! You can check out my first episode with Christian here.
This time, Christian shared his thoughts on a big topic for marketing leaders right now: staffing and retention. Specifically, "How do you find and keep great marketers, especially with all that's changed in the last couple of years?"
Show notes:
- Competitive salary and benefits is still #1. But it works best when there's a plan and strategy you can justify it against. This gives employees a clear path to progress on in your company.
-
2 is flexible work location. Post-COVID, talent is not restricted geographically anymore.
- Hire one or two people that are really good, then hire an agency to support them and turn them into badasses.
-
3 is stability. Potential hires want to know that the company will be around for a long time. While a "startup environment" seems fun, it's also risky.
- To mitigate that risk, let your potential hires peek under the curtain at how your company is actually going to hit its goals. Also let them interview your long-time employees to understand why they've stayed with the company and sell the long-term vision.
-
4 is growth. Help your hires understand both how they will grow in their role and how their department will grow around them.
- According to a 2019 LinkedIn survey, 94% of respondents said they would stay at a company if it helped them learn and grow.
- Set aside a professional development budget for each employee to give them the opportunity to invest in their own growth at YOUR company... instead of somewhere else.
Today on 3-Minute Marketing, we're trying something a little bit different.
In this solo episode, Chris is going to talk you through a 3-Minute Marketing "growth hack" that you can take and apply in your marketing straight away.
The hack for this episode is all about how you can build the perfect list of prospects or accounts using technographics. Chris is going to show you a Chrome extension you can use to find out what technologies your best potential customers are using and what they have in common so that you can build perfect list of dream customers to go after.
If you're a marketer at a business that wants to grow faster, you're going to love this episode... especially if you're a B2B company.
Show notes:
- Best practice: whenever you're building a list that's based on technographics, you can't just rely on data sources like ZoomInfo. Always check the websites to confirm they're running the technology you're targeting.
- There's a really cool ad blocker Chrome extension called Ghostery that allows you to do this.
- Once you install it, disable the ad blocking feature. Then click on the Ghostery icon on your extensions list to see all the technologies any website or webpage you visit is using.
- You can use this to build a list of companies you want to target by reverse engineering your dream customers from the technologies they (and only they) use on their website.
- Visit the website of one of your best customers (e.g. home services) and use Ghostery to see what tools they're using. Then search for these tools in your data provider (like ZoomInfo or BuiltWith).
- WebMechanix identified a technology a client was using called "TVSquared". We then built a list of companies that used this tool and reached out via email. We've landed several dream clients thanks to this tactic alone.
Anna Griffin (CMO of Intercom) is back for a second round of 3-Minute Marketing!
We're talking about a topic that's very near and dear to my heart, based on Anna's TEDx talk called "The Blank Page." It's all about how changing the stories we tell can make a dramatic impact on the trajectory of our lives, careers and the companies we grow.
I was excited to dig in and understand how it could benefit marketers in particular. So I asked her,
"Can you summarize your TED Talk for me and explain how can it impact brands and marketers?"
Show notes:
- For one instant in your life, we're all created 1,000% equal.
- As time goes on, you become the product of the stories you're told -- by your parents, community, leaders, etc. This shapes your belief system.
- The reason some people achieve more greatness and success in life comes down to the stories shaping their beliefs.
- If you don't like the trajectory you're on, the answer is to change your story to a bigger and better one that serves you. This will change your belief system, which will change your actions.
- This also applies to brands. Companies that tell a bigger story can achieve greater outcomes.
- Marketers have the power to change the story of their company. In doing so, they can transform the trajectory of the businesses they serve forever.
Today on 3-Minute Marketing, I have the pleasure of sitting down with Leigh Caldwell, a cognitive and behavioral scientist turned marketer. He's the Founder of Irrational Agency, an award-winning author of "The Psychology of Price" and an avid blogger at his site, knowingandmaking.com. He's also a successful entrepreneur, having built and successfully exited 3 firms in the tech and economics consulting space.
Leigh's behavioral economics background has helped him yield some surprising insights on what does and doesn't work when it comes to understanding your market. My question for Leigh is: "What are the counterintuitive secrets to performing GOOD market research?"
Show notes:
- Secret #1: People don't tell you the truth.
- Your customers want to tell you all the great things about your product. But you want them to tell you the truth. So you need to ethically "trick" them into being honest with you.
- Leigh built a simulated web store for his CPG client. While 60% of their panelists said they would buy their product, only 15% of users actually bought on the website.
- They they then tested variables like packaging, pricing, etc. to drive the purchase rate up.
- Secret #2: Behind everything people do, there is a hidden story.
- Learn why and hear the rest of Leigh's secrets in the bonus footage by visiting WebMechanix.com/three-minute-marketing-episode-62
Today on 3-Minute Marketing, I'm speaking with Angela Earl. She's an accomplished marketing executive, currently CMO at RFPIO — the industry leading software for response management. Before joining RFPIO, Angela was the owner of a B2B marketing agency which she successfully exited in 2019. Angela shared an impressive (and maybe controversial) content marketing case study on LinkedIn recently that I've been dying to ask her about. My question for Angela was: "How can ungating your content actually drive MORE leads?"
Show notes:
- Content is made to be engaged with, but marketers somehow lost sight of this as we went down the "MQL rabbit hole".
- We became more revenue-focused, but forgot we're creating content so people can read and watch what we're making.
- Instead, we're adding friction to the experience by asking personal questions. But really, our audience just wants to read what we wrote, engage and respond.
- When you start surrounding your content with "wrappers" like forms, chatbots and popups, you make it more difficult for your content to get digested and shared.
- Content marketers got on this hamster wheel of "more content" at the expense of "quality content." Ungated content that generates leads requires investment: research, running surveys, and gathering tangible learnings your audience will want to consume.
- At the end of the day, it's about building trust. If you add genuine value to your audience, they'll come back to you to learn more.
Today on 3-Minute Marketing, I'm speaking with the one and only Dave Kerpen — bestselling-author, speaker & serial entrepreneur. He's currently Co-Founder and Co-CEO at Apprentice, the platform that connects entrepreneurs and business leaders with smart and motivated college students. Dave and his wife also successfully exited his agency Likeable Media in 2021. Dave joined me to answer the question, "What's the one ability or trait that separates 'okay' leaders from great leaders?"
Show notes:
- Great leaders are effective because they know how to delegate.
- Leaders struggle to delegate because they either are afraid to give other people the work, or they're wired to micromanage.
- To delegate effectively as a leader, follow the SHARE model.
- The leader's job is to do 3 things: Set the strategy and vision (S), Hire the right people for the right seats (H), and Assures access to resources and capital to get the job done (A).
- When a task comes a leader's way, if it's not "SHA" they Remind themselves to delegate it (R) and empowering the right person to get the job done (E).
- The "right person to get the job done" doesn't have to be an employee — it can be a freelancer, contractor, partner, vendor, etc. Thinking through who that person is is the leader's job.
Short description:
On today's 3-Minute Marketing episode, I'm speaking with serial entrepreneur Richard Lau. He's currently Founder & CEO at LOGO.com, the logo design platform that allows you to create a great logo for your brand in minutes.
One of Richard's passions is sharing what he's learned in his journey as an entrepreneur that can help other leaders be more successful in their careers, particularly mistakes made or opportunities missed that others can learn from.
Richard told me a networking story (one of the keys to his success) and I was intrigued to learn more. So I asked him, "If I were your protégé, how would you tell me to maximize the power of my own network?"
Show notes:
- Facebook and Instagram are NOT your business network. LinkedIn is your business networking tool. Make sure you're over the 500+ connections threshold.
- Be useful. Don't go out there selling and pitching. Instead, make connections between people in your network.
- When you do this, you're helping 2 or more people in your network become more successful. The goodwill compounds over time.
- Helping is a numbers game. If you help 100 people, 99 may never turn into anything. But one could lead to an opportunity that will change your life.
Today on 3-Minute Marketing, I'm sitting down with Alex Morrison. He's currently CMO at PearPop, an on-demand creator collaboration platform. Prior to joining PearPop, Alex has had a remarkable career agency-side, serving in leadership positions at firms like Grey Group, R/GA, AgencyNet and J Walter Thompson.
Alex has first-hand experience seeing the impact of great influencer marketing and is stoked about how brands can benefit from partnering with creators at scale. So I asked him, "What is the future of commerce and why are creators the core of that engine?"
Show notes:
- Creators who have influence can engage audiences from their unique worldview and perspective. This is particularly enticing for eCommerce and D2C brands, who are trying to reach consumers in an increasingly noisy and competitive environment.
- Creators can add credibility and authenticity to a brand while showing real use cases of a company's product.
- You can create a "surround sound" effect by having 100's or even 1000's of influencers sharing and mentioning your site or product.
- It's hard to work with mid-tier and long-tail creators at scale, so most brands fall back on paying a premium to top tier influencers. But mid-tier influencers actually tend to generate the best CPAs and ROI.
- PearPop allows marketers to solve this challenge and attract/activate creators at scale and track exactly which influencers are driving results. You can try it out for yourself at pearpop.com/business.
Today on 3-Minute Marketing, I'm chatting with all-around badass CMO, Christian Campagnuolo. He's currently CMO at Revature, the largest employer of entry-level technology talent in the U.S. Prior to Revature, Christian has had a remarkable career in marketing — he found his roots in brand marketing at Disney, then transitioned into agency life and built his own agency. He eventually found his way into the tech world, heading up marketing for renowned tech brands like Blackboard, Logi Analytics, MicroStrategy and most recently EVERFI.
Christian has so many gems, we could have fit five episodes into our conversation! But we got some particularly good nuggets when I asked him, "What's the playbook for how a new CMO can take their company's marketing from startup to grown up?
Show notes:
- Start off by observing what's wrong, not working or absent in the current marketing programs.
- Do you have individuals that fulfill the core functions of a world class marketing team? Identify those talent gaps and build up the perceived value of those roles in your organization.
- Get your marketing team delivering "delight" for your customers and internal stakeholders quickly. Do this by clarifying your team's priorities, e.g.: "Here are the 5 things you need to accomplish in your first 90 days."
- Break your CEO's stated goal down to specific tactical initiatives and timelines to help your marketing team understand the journey they're embarking on.
- Listen to your sales team's calls at different stages in the sales process — ask, "How long does it take for prospects to understand what our company does?" Then create and provide materials for your sales team to arm them to surgically shorten that learning curve for prospects.
Today on 3-Minute Marketing, I'm chatting with Kristi Melani. She's currently CMO at Telesign, an industry-leading Communications Platform as a Service (CPaaS) that's relied on by the world’s most trusted brands. Prior to Telesign, Kristi headed up growth marketing efforts for technology brands like Anaplan, Poly & Plantronics.
Kristi has a contrarian perspective on evaluating marketing performance that piqued my curiosity. So I asked Kristi to tell us, "Why is the benchmark dead in marketing... and what should marketers use instead?"
Show notes:
- Then pandemic shook up the tradition of reporting YoY benchmarks dramatically, because everything changed (including the traditional channels marketing and sales teams relied on).
- Marketing is often measured on SQLs, but not all SQLs are measured the same. For example, some SQLs may have a higher deal value or close at a higher rate.
- Come up with what and how you want to be measured. Then come up with the equation, such as, "I want to be measured on MQLs, SQLs, average deal size, Closed Won opportunities and net retention." Together, these tell a more holistic story of marketing's contribution than one KPI.
- The fact is that some results in marketing are hard to measure. So by evaluating marketing off of a blend of important metrics, you can deliver a more realistic view of marketing's impact.
Today on 3-Minute Marketing, I have the great pleasure of chatting with Bob Armour. He's currently CMO at M1 Finance, a leading all-in-one money management platform that helps self-directed investors achieve long-term financial wellness. Prior to M1, Bob has had an extensive career in the financial services space, heading up marketing efforts for notable financial brands like Jellyvision & Guaranteed Rate. Bob came to share his wisdom on one of the biggest challenges facing any CMO or marketing leader: building trust and credibility with your market. Specifically, I wanted to learn from Bob, "How can you use your website to build trust?"
Show notes:
- Can you demonstrate "heft"? Is what you say you can do actually being accomplished by lots of other customers like them?
- Use data to back up your narrative: how many clients do you have? Assets under management? Reference real numbers.
- Satisfy the left side of someone's brain ("Is this right? Can they do what they say they can do?") and the right side of someone's brain ("Do they help people like me?")
- Testimonials and success stories help your potential customers walk in your current customers' shoes.
- Surprise and delight your customers — without any fanfare, send your long-term clients little gifts like swag. While you could offer money, sending little gifts to say "thank you" drives more social sharing and customer excitement.
- Get in the trenches as a marketing leader — look for conversations about your brand online and engage in them. The story this tells to consumers is, "This is a company that cares, I might want to check them out!"
Today on 3-Minute Marketing, I'm pleased to be speaking with Marc Ginsberg. He's currently CEO at CallRail, a marketing and call recording platform we use here at WebMechanix that helps 175K+ businesses market smarter, drive more quality leads, and turn them into customers. Prior to CallRail, Marc headed up growth marketing efforts for notable financial brands, including American Express and Cardlytics. One of Marc's biggest secrets to success throughout his career has been his ability to build powerful partnerships. I invite Marc to dig deeper into how he's done this by asking, "How can you create more effective partnerships?"
Show notes:
- When you can find a great partnership that unlocks value for your joint customers, it's an amazingly powerful growth lever.
- Ask, "What type of capability or offering can make our product or service better for our customers?" Start by understanding the needs of your customers and build partnerships accordingly.
- If you're striking out on partnership deals, it's probably because you're not speaking the language of your partner's market. Understand their challenges and you'll be able to identify the opportunity.
- Partnerships help put you in the mindset of customers so you can better serve their needs.
- "Marketing" partnerships end up dying because you're not driving incremental value for the customer on both sides. Choose partners that have the same goal and mission that you have for your customers.
My guest today on 3-Minute Marketing is Narine Galstian, CMO at SADA Systems. Before SADA, Narine headed up growth marketing efforts for technology brands like Instant.ly and Nero AG. Narine is veteran tech marketing leader with an impressive track record, so I wanted to understand how she knocks it out of the park so consistently. My question for her is, "What are the top 3-5 powerhouse secrets for marketing success?".
Show notes:
- Being first is more important than being perfect. Don't spend months trying to perfect your campaigns — test, launch, iterate and gather feedback.
- Approach marketing with a mindset of serving, not selling. Customers won't forget it and will become customers for life.
- What others say about your brand becomes your brand. Make sure you're treating your customers/partners right and amplifying what they're saying about you as a result.
- Develop a marketing strategy that aligns with your business goals. Don't live in the marketing silo — think and report out with the whole business impact in mind.
Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and distill their knowledge into 3-minute TED talks for your binge-listening pleasure.
Today's guest is Brian Chevalier-Jordan, VP of Marketing at Bond, a super hot fintech brand that enables organizations from any industry to embed next-gen financial products into their existing customer experience.
Brian is a self-described "fintech nerd". So my question for him is, "What are the top growth secrets of leading fintech brands?".
Show notes:
- At LendingClub, their superpower is direct mail, which sounds bizarre because it's so old school. But it's really powerful and has allowed them to become the largest personal lender in America.
- They've loaned out $1 billion dollars every month because of direct mail.
- You probably get a dozen pieces of email a day in your personal email inbox, but only one letter in your physical mailbox. When you get an offer for a loan of up to $40k in your mailbox it really stands out.
- One of SoFi's big secret weapons is TV. Right now, everyone is all about buying online video and OTT media because it's so targeted. But SoFi buys a huge amount of linear TV and it's extremely cheap.
- SoFi also has a "super app" that they can use to cross-sell customers. When someone applies for a bank account or a loan they give SoFi their social security number. SoFi then does a soft pull of that customer's credit to find out more about them.
- One of the things they strive for is a "magic moment" inside of the app where they can see someone's "financial self" and let that customer know they know something about them and can offer them a helpful service for it (e.g., "I noticed you have some credit cards, did you know you can refinance them with a personal loan?).
Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and distill their knowledge into three-minute blocks of genius for your listening pleasure.
Today's guest is Gabi Zijderveld, CMO at Smart Eye, the global leader in human insight AI. Prior to Smart Eye, Gabi headed up marketing efforts for tech and software companies like Affectiva, IBM, Segue Software, and Centra.
While at Affectiva, Gabi's team was able to effectively create a category of motion AI and did it in a scrappy way. So my question for her is, "What are 5 ways to drive marketing impact on a shoestring budget?".
Show notes:
- When Gabi joined Affectiva in 2014 they were already making cool technology using computer vision and machine learning to analyze human faces and their reaction to content, situations, and emotional states. But they were describing it in a clunky manner.
- Gabi and her team realized they had to take credit for the machine learning and AI-based work they were doing, which everyone else around them was doing at the time.
- They realized that what they did was "artificial emotional intelligence", or "emotion AI".
- They were methodical in going to market, and their budget was lean. They were a startup and a small team. They focused on, "What is this thing? Why does it exist or why should it be allowed to exist? Who cares?".
- They also had to think about the ethical considerations surrounding it, with ethics around AI being a huge concern and Gabi and her team wanting to be at the forefront of how to do it right.
- Gabi and her small team created a boatload of content, found speaking opportunities at events, utilized social media, and built productive relationships with key analysts who started reinforcing that their product was a new technology category they were evaluating.
- They were consistent in their messaging and content creation and stuck to it for five years, with an aggressive PR campaign to go along with it.
- For Affectivia, it was all about the messaging and the content (and using that content over and over again).
Welcome to another episode of 3-Minute Marketing, the world’s only podcast that interviews today’s top growth marketing leaders and distills their insights into three-minute blocks of brilliance for your listening pleasure.
Today's guest is Anna Griffin, CMO of Intercom, an awesome SaaS company that breaks down the sales and marketing divide. Anna is a seasoned marketing leader with previous stops at CA Technologies and Juniper Networks.
As business technologies evolve, so are the ways that companies go-to-market. As a result, we're seeing the "silos" that separate what used to be discrete business functions (particularly sales and marketing) starting to break down. So my question for Anna is, "Where do you see the blurring lines between sales and marketing going in the next few years?".
Show notes:
- There's been enormous growth opportunity since the rise of the internet for businesses, but particularly in the past five years with so many new business models and innovations.
- In that quest for growth, the line between sales, marketing, support, and product has blurred.
- It's no longer just the sales organization's job to sell. Marketing, product, and support are all selling. Selling is happening across the entire customer life cycle in a push for growth.
- In a world where there's so much overlap, you want to find a platform that allows for seamless interaction between all the different functions of the company.
- The ability to have a single customer record and easily pass things off to various departments is important.
- Third-party data is going away. In a cookieless world, you have to be dependent on first-party data.
- Engagement is the future of business and an untapped area for the next generation of growth.
Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and distill their knowledge into three-minute blocks of genius for your listening pleasure.
Today's guest is Eric Carlson, Co-Founder and CEO of SweatPants Agency, a growth marketing firm that does paid media, CRO, email, and copywriting for subscription and e-commerce businesses. Eric is a good friend of mine and an expert marketer.
Whether it's Facebook Ads, TikTok, YouTube, or any other platform, Eric always seems to have the answers. So my question for him is, "What are the 5 traits of a highly skilled and unstoppable marketer?".
Show notes:
- Think of marketing and sales in terms of conventional and unconventional thinking. Conventional thinking lowers your risk and involves looking at what other players in the industry are doing (how their websites are set up, how their ads look, etc.). Unconventional thinking is what actually gives you an alpha.
- In marketing, there are a lot of things that are unconventional but actually work, such as adding steps and micro-commitments.
- There are a lot of people who conventionally think sales is about manipulating people or getting the deal done, but the truth is that it's about finding the right fit and being authentic. If you're authentic in sales, you're going to close more.
- You have to make a decision regarding conventional or unconventional thinking based on where you are in terms of risk tolerance.
- Your best sales emails could be the ones that get the highest unsubscribe rate. The 2008 Obama campaign had a goal of a certain unsubscribe rate.
- The goal of double opt-ins is to increase email engagement and manage your reputation, but there are other ways to increase engagement upfront and get rid of the people who aren't engaging. Double opt-ins could mean throwing away leads because users have to go to their inbox and verify that they want the email.
Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and turn their insights into bite-sized TED Talks for your listening pleasure.
Today's guest is Jeff Biesman, CMO of National Debt Relief. National Debt Relief is the number one provider of debt relief services in the country, as well as the most trusted. Jeff has an interesting background. He started on the brand side of things with stops at Sony, Disney, and Bank of America before transitioning to performance and demand generation roles.
Jeff's unique background in both brand and performance makes him the perfect person to ask, "How do you align your brand and performance marketing teams?".
Show notes:
- Performance marketing is what keeps the lights on, puts food on the table for everybody, and grows the business.
- When you're doing a brand strategy, it has to be concrete and connect the shared interests between a customer and your business in a way that filters everything down.
- When you're filtering things through a good brand strategy, you're clear on how you're going to say things, what you're going to say, and who you're going to say it to.
- That's what every performance marketer wants to be able to do instead of having conversations about things like whether the tone is too aggressive, or having performance marketing be stripped down and declawed.
- At National Debt Relief, every conversation is centered around "how can we help each other?" instead of "you can't say that" or "that doesn't feel right". "Feel" is too subjective when you're developing a brand.
- What are the pillars of your brand that you want to speak about? How can you articulate what your business is about in a way that's easy for consumers to understand? That's what a great brand should do.
Welcome to another episode of 3-Minute Marketing, the world's only podcast that interviews today's top growth marketing leaders and distills their insights into three-minute blocks of brilliance for your listening pleasure.
Today's guest is Tom Kuhr, CMO of Greenfly, a digital media monetization platform for sports teams, leagues, and associations. Tom has had a wonderful career helping multiple software brands grow over the years.
Tom is a big proponent of the idea that "the sale never ends", particularly in SaaS marketing. So my question for him was, "As marketers, what can we do to not only retain our current customers but also turn them into advocates for our brand?".
Show notes:
- The sale never ends at a SaaS company. The initial sale is just the start. It's the introduction to the customer and it gets you into their environment, but you're really there to continue growing.
- The first sale is always going to be much less than that customer is worth to the company in the end.
- Create a sales overlay department within your customer success team, with their only job being to create sales plans for customers and arrange meetings to show the customer the value you're providing.
- You can double or triple your revenue in a year by having a quarterly business review with your customer and showing them how impactful your software is.
- The more targeted you are to a persona and their immediate buying group, the faster the sale goes. The more you can educate the team of 5-10 people who will make the buying decision, the more valuable the sale ultimately is.
Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and turn their insights into 3-Minute TED Talks for your listening pleasure. Today's guest is David Wachs, CEO and Founder of a unique outfit called Handwrytten, a company that allows users to write and send automated, handwritten notes. David has been running Handwrytten for eight years, but prior to that he was the founder of a text messaging company that sent over one million texts a day for brands like Abercrombie & Fitch, Sam's Club, and OfficeMax.
I've wanted to get in the habit of sending handwritten notes for awhile now. So my question for David was, "How can marketers use handwritten notes to drive more revenue?".
Show notes:
- While building up his text messaging company, David realized he was part of the problem. Everyone started getting thousands of text messages a month. The average person gets 100 emails a day and spends 24% of their time managing their email inbox.
- Emails and text messages don't stand out. When you receive a handwritten note not only is it opened and read, it's kept and savored.
- By integrating with HubSpot, Zapier, Salesforce, and more, companies can send out handwritten notes in the same automated fashion they send emails and text messages.
- Robots write your notes in a Pilot G2 ballpoint pen at scale.
- If a customer has a bad experience, companies can utilize win-back campaigns to apologize. One company realized this strategy worked so well that they messed up intentionally to be able to follow-up up with an apology letter.
- Coupons have a 15-18% redemption rate when you mail a handwritten note with them compared to 3-4% otherwise.
- Automotive dealerships see a 27% increase in customers coming through their doors when they advertise with handwritten notes as opposed to a printed letter.
- Use discount code PODCAST on Handywrytten.com for $5 in credit, enough to send one handwritten note to someone.
Welcome to another episode of 3-Minute Marketing, where we interview some of the world’s foremost growth and performance marketing leaders and distill their best knowledge into binge-worthy three-minute blocks of brilliance.
Today's guest is Alex Montas, SVP of Marketing and Growth at Tubebuddy, an emerging tool that helps YouTube creators optimize their channels. Alex is an accomplished marketer with previous stops at companies like Verizon and Bloomberg. Like a lot of our guests, Alex is a marketing unicorn who has an agency of his own called The Remarkable Agency.
Alex has a lot of experience running Facebook Ads. So my question for him was, "How do you combat the decline of Facebook Ads with creative testing?".
Show notes:
- Targeting high-intent audiences used to be a great way to drive results on Facebook Ads, to the tune of a 50% CPA reduction just by changing the targeting!
- But iOS 14 changed all that. Due to this update, audience targeting-based tactics failed to perform like before.
- Accelerating creative testing was essential in combating these changes. Because the creative itself was becoming a full time job, Alex hired a creative agency to help ramp up volume.
- Next, he grouped audiences together & focused on testing creative themes against this larger audience.
- The key is to test everything: your creative videos, the messaging/positioning within the same video, and the messaging outside of the ad.
- Long story short, ramping up creative testing worked. It lead to 3x the amount of conversions that were being generated after the iOS 14 update hit.
- Facebook is all about creative now. Facebook and Google want you to give them latitude to show your ads whenever they want and they like big audiences.
Welcome to another episode of 3-Minute-Marketing, the only marketing podcast that brings you useful, binge-able 3-minute insights from the world's top growth marketing leaders. Today's guest is Dawn Verbrigghe, CEO and Founder of Jottful, a software company that co-builds and manages professional, affordable, hassle-free websites for small and medium-sized businesses. Dawn is a seasoned SaaS marketing leader and entrepreneur who previously worked for SaaS brands such as Nutshell CRM, Keywee, Intent Media, and Merchantry.
Dawn is an expert when it comes to product-market fit. So my question for her is, "How do you know when you have a product-market fit?".
Show notes:
- Product-market fit is one of the most misunderstood definitions in marketing. You know you have a product-market fit when you survey your customers and 40% of them say they'd be very disappointed if they could no longer use your product.
- It's the moment between customer validation and customer creation, but neither of those requires distribution.
- Venture capitalists will assume that you haven't achieved product-market fit unless you have also found a distribution channel and people are banging down your door asking for your product.
- To find out if you've achieved product-market fit, you can look at quantitative things like your NPS score, whether or not your customers are repurchasing from you, or your retention rate if you have a SaaS product.
- You can also look at qualitative measures, which are important if you aren't yet in a place where you can get all the quantitative data you need. Are your customers actively telling other people about you? Do they do things like send you gifts and Christmas cards? Do they volunteer to do video testimonials for you? Are they writing five-star reviews on Google?
- Some people argue that you need the 15% word of mouth growth without spending anything on marketing to have product-market fit, but that works better for network businesses or consumer businesses. B2B businesses need to utilize tools like advertising and content marketing.
Welcome to another episode of 3-Minute-Marketing, where we interview the world's top growth-marketing leaders and turn their insights into short, binge-worthy TED talks for your listening pleasure.
Today's guest is Ryan George, CMO at Docupace Technologies, a SaaS catering to wealth management firms. Ryan is a very interesting person who has been in the financial space for a long time, with previous stops at GuideStone Financial, 1st Global, and U.S. Global Investors.
Ryan talks about reporting in a way that executives can really understand and rally behind. So my question for him was, "Why do marketers need to report results in a non-marketing language?".
Show notes:
- It's important for marketers to understand how other people see their business. Accounts see marketers as a cost expense, so you have to demonstrate your value.
- Show when a lead comes in and the activity it takes to engage the lead. Show all the work that's being done to queue them up and get them in front of the right kinds of people.
- A slide with a bunch of marketing data like CPC, keywords, and where traffic is coming from is going to get lost. They want to know what you're doing to push their brand forward and what you're doing to get in front of the right people.
- Elevate the brand into the conversations that people are naturally going towards. Engage with influencers.
- How many shots on goal do you have? How many times did you get engagement from somebody that you know can buy?
- How are you doing month to month? If you're bringing in 25 leads are they the right leads that are going down the funnel?
- Skip the fancy metrics and report on leads, sales, and pipeline opportunities. Tell people "here's what happened and here's why it matters".
Welcome to another episode of 3-Minute-Marketing, the world's #1 podcast for binge-worthy, easy to digest tips and insights from the world's top growth marketing leaders.
Today's guest is Doug Zarkin, Vice President and CMO at Pearle Vision, a franchise with over 550 locations. Doug has had a really interesting and storied career, including helping to build out Victoria's Secret in the early days of the company before they were a huge juggernaut.
Doug has had a string of victories that weren't just quick pops but sustained growth. So my question for him was, "How do you build a brand in a sustainable and ongoing way?".
Show notes:
- To be a marketer, you have to have a degree of arrogance. Marketing at its core is about tapping into a consumer, understanding what they want and need, and putting out messaging that motivates them to take the action that you want when you want. It's a bold challenge.
- The humility comes from recognizing that in order to lead you must first listen, especially in a product or service that you can't relate to.
- Think human. Marketing is about identifying a target, but that target isn't a bunch of data points. It's about understanding the people behind the target.
- Be as consistently consistent as possible. It's challenging to radically change the direction of a brand in one or two years, especially in the current marketplace where there are so many choices and options.
- Best laid plans take time. Identify the musts and the needs, then the coulds and the shoulds, then the wants.
- Fear of missing out is not a marketing strategy. There are a lot of things you could do and even more things that you want to do, but if you're not doing a fantastic job with the things you must do and need to do in order to move your brand forward, then you're not going to get credit from the consumer.
- Listen in order to lead, recognize that consumers make emotional decisions before rational choices, and maintain a degree of humanity in everything that you do.
Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and distill their knowledge and insights into binge-able, bite-sized content for your listening pleasure.
Today I'm joined by Jeanniey Walden, an impressive marketing executive who is currently CMO and Head of Innovation at DailyPay. DailyPay is a really disruptive fintech financial services brand that helps employees get paid closer to real-time as they're earning.
Jeanniey has been on the agency side and the client side in her career, so she has an interesting perspective. My question for her was, "What are your top 5 rules for marketing success?".
Show notes:
- Rule #1: Be authentic in your approach when you're working with a team and creating marketing programs. Really try and understand what's happening, use words that everyone else knows, and focus on being your authentic self. Brands that try to be something they're not always get caught.
- Rule #2: Be inspirational. Everything that you're doing should drive your consumer or end-user to want to aspire to something better. It doesn't have to be directly correlated: if you're showing them to see how much money they've earned, the aspiration may be to work harder and earn more money.
- Rule #3: Be relatable. Always understand your audience segments and find a way to relate to them on a one-to-one level.
- Rule #4: Know your data. If you can follow the data, you can uncover hidden gems that will make you more successful in your role.
- Rule #5: Be nice. People don't realize the impact that they have on others when they're working, or the impact that their marketing message has on others when you put it out to market.
Welcome to another episode of 3-Minute-Marketing, the world's only podcast for easily-digestible tips and insights from the world's top growth marketing leaders. In other words, binge-able 3 minute TED talks you can listen to on the go.
Today we're joined by Melissa Puls, SVP and CMO at Ivanti, an advanced IT automation firm that's on a mission to bring the "everywhere work environment" to life. What's unique about Melissa is that she's operated mostly remotely throughout her career, including in leadership roles.
Melissa has mastered the art of building a team remotely. So I had to ask her, "How do you lead and optimize your marketing team in the 'Everywhere Workplace'?".
Show notes:
- The workplace is everywhere these days. At times, that can leave us without a sense of belonging or a purpose that aligns us all.
- From a marketing perspective, if your brand is lacking a purpose, it's marketing's job to create one in today's "Everywhere Workplace" world.
- The goal of your brand should be to help unify employees, customers, and investors for a common purpose that everyone can rally around.
- Marketers need to provide a more humanized experience for buyers. The concept of "personas" is dead and people expect to be marketed to as humans.
- It's about B2H (business to humans).
- Marketing has earned the right to have a profound impact on business success. To that end, marketers shouldn't claim victory until they've met their revenue goals.
- Today, when everyone's working from everywhere, it gives marketing a sense of purpose that "we're here to help the company achieve their goals".
Welcome to another episode of 3-Minute-Marketing, where we sit down with the world's top growth marketing leaders and they provide actionable tips and insights in bite-sized 3-minute segments for your listening pleasure.
Today's guest is the very impressive Amy Barzdukas. Amy is CMO of WiTricity, an electronic vehicle charging startup. Previously, Amy was a longtime executive at Microsoft and HP.
As a direct response marketer at heart, I've always felt that "branding" is a bit fluffy. But brand is really important to Amy. So my question for her is, "How can companies build a brand that drives demand?".
Show notes:
- Too often brand is not central to either the marketing efforts or to the business strategy. It's seen as something that takes whatever it's given and makes it pretty. That's a big mistake.
- There's a lot of branding work that people see as pedantic, but words and authenticity matter.
- Having an authentic brand point of view is a signal to your customers and potential customers that they know what they're signing up for.
- When you have a great brand, you're also defining the criteria for whether or not a particular product or price point is something that's authentic to you.
- Customers can smell authenticity (or a lack thereof) from a mile away. When you're not being authentic to who you are as a brand, it will backfire.
- If you're trying to build a brand by consensus, it won't work. Great brands are usually polarizing.
- Are you growing in market share and revenue? That's a great way to measure your brand.
Welcome to another episode of 3-Minute-Marketing, where we interview the world's top growth marketing leaders and they provide actionable, bite-sized insights. Think of them as 3-minute micro TED talks for your listening pleasure.
I'm super excited to have Don Bush, Senior Vice President of Marketing at Neuro-ID, on the podcast this week. Don is a veteran marketer with an impressive resume, and Neuro-ID is a really interesting company that just raised a large amount of money in Series B.
As your organization grows, it's important for your marketing to grow with it. So my question for Don is, "How should marketing evolve as organizations grow and mature?".
Show notes:
- It's typical for a smaller company to want exponential growth. In order to do that, they've got to change their marketing and sales motion.
- Smaller companies will often prove the value of their model, software, or widget by going to early adopters, innovators, and friends and family. But that's not going to get you to where you want to be in terms of exponential growth.
- The potential customers you have to market to may not give you the benefit of the doubt or understand hiccups.
- "Who is my ICP? Who is my audience? What are the best industries and how do I reach them? Are we a sales-led company or a product-led company?" The answers to these questions fundamentally change how you present yourself to the market.
- You've got to make sure that your message and position in the market is crystal clear.
- Why does your customer care about what you're presenting to them and how does it help them?
- Crystal clarity of message, position, and value take on a whole new role as you grow than it did when you were calling up people you worked with two jobs ago.
- What got you there may not get you where you want to go. Look at everything to make sure the clarity of vision is there.
Welcome to another episode of 3-Minute-Marketing, the only podcast where you can find binge-able tips and insights from the world's top growth marketing leaders broken down into easy-to-digest 3-minute segments.
I'm honored to have Arjun Pillai, SVP of Products and Growth at ZoomInfo, on the podcast this week. Arjun has a deep background in data and is an engineer by training, but he made the switch and became a very impressive B2B marketer. Previously he was the Founder and CEO of Insent.ai, a top conversational marketing platform which was acquired by ZoomInfo.
We live in a busy, noisy world with so many different ideas flying around. So my question for Arjun is, "How can marketers, companies, and brands prioritize their marketing initiatives to ensure success?".
Show notes:
- Marketers should always start with the data quality that they have in their Salesforce. If you have bad data there, clean it up first.
- Some marketers get aspirations to focus on things like videos and podcasts, which are good. But you have to cover your basics first. You can't fail to hit your MQL target and say you're building a branding podcast.
- Doing something swanky or more strategic is important, but not until you're hitting your numbers.
- Do the basics. Make sure you have a product marketer who's good at talking about your product. Have a G2 or Capterra with at least ten reviews even if your product is new. Start doing outbound emails. Get a couple of SDRs and work with them to write copy so they can get emails out to potential customers.
- Run some simple B2B ads on Facebook and LinkedIn.
- How can you align super closely with your sales? Forget the mindset of "handing-off" to sales. Don't generate something, hand it off to sales, and let them run with it. Make sure you're working off of the same targeted list. Use as much data as possible to make sure the targeted list is targeted enough.
- Practice opportunity acceleration. Reach out to opportunities that haven't yet closed on Salesforce. Help your sales team prioritize their accounts. You know intent data, ICP data, and targeting better, use it to prioritize for the SDRs.
Welcome to another episode of 3-Minute-Marketing, the internet's most binge-able marketing podcast. We interview the world's top growth marketing leaders and distill their knowledge into actionable, bite-sized insights.
This week we're kicking off 2022 with Enrique Hoyos, Head of Marketing for Pexels. Enrique is the epitome of the type of guest we like to have on our show. A T-shaped marketer and a unicorn with experience in start-ups, he's someone who knows how to move the needle.
I'm in awe of Enrique's ability to grow businesses and teams. So I asked Enrique, "What skillsets do you think are the most important for startup and scaleup marketers?"
Show notes:
- The foundation of marketing is understanding your customer and the problem that they have. How does that problem play a role in their life and what is the connection between that and how you solve that problem? Whether it be your product, service, etc.
- To do that well you have to be good at data analytics, but you also have to be good at combining that with qualitative data that explains why something is happening. That becomes the foundation of any strategy. Know what you're selling and what you're telling people.
- The most important marketing skill is adaptability.
- First-time marketers may join a start-up after coming from an agency and have a deep understanding of one aspect of marketing. But that doesn't mean that skill is the most important tool to use for the start-up. Take a step back to look at the start-up and find the lever of growth you can use to move the needle instead of focusing on what you're good at.
- When gauging candidates' adaptability in interviews, ask them how they've tackled problems in the past.
- Don't come into a scenario thinking of yourself as just one thing. Survey the field and think more broadly about what tools you have and how you can most effectively move the needle, regardless of whether or not it's in your area of expertise.
- Focus on wherever the growth will give you the most value.
Welcome to another episode of 3-Minute-Marketing, where we interview some of the world's foremost growth and performance marketing leaders and distill their best knowledge into binge-worthy three-minute blocks of brilliance.
We're closing out 2021 with a bang — I'm very excited to have Kipp Bodnar with us today. Kipp is CMO at HubSpot, who we've worked with closely as long-time a HubSpot Diamond Partner. It's an honor to have him on the podcast.
I wanted to know what Kipp was excited and curious about lately. So I asked Kipp, "What are you reading right now?"
Kipp's answer got me jazzed up about Web3 and how the world of digital as we know it is about to change dramatically.
Show notes:
1. In Web2 you learned so you could earn, in Web3 you earn to learn. You have to participate and engage to get a physical return.
2. In Web2 you had to invest lots of time learning how things worked. Time-to-value is much faster in Web3.
3. Ethereum name service (ENS) was turned into a token. Instead of the ENS being a publicly held company like Facebook, it's a decentralized autonomous organization (DAO) in which the community votes for the direction of the organization.
4. In order to vote, you have to hold a token. And to hold a token, the organization has to create a token. If you want your customers to vote, you have to give them tokens. So a page was created where you can claim tokens.
5. Someday you may open up the HubSpot website and be offered a token in exchange for them to have the right to track your email opens, web traffic, etc.
6. You'll be able to exchange that token for direct monetary value or use it to vote on things within the HubSpot community.
7. 10-15 years from now having your own token might be fundamental in the same way that having your own website is fundamental today.
Welcome to another episode of 3-Minute-Marketing, the world's most binge-worthy marketing podcast, offering the highest value per minute. We talk to some of the leading marketing minds in the world and ask them for three-minute chunks of brilliance.
Today I'm super excited to have Susan Ganeshan with us. Susan is a superstar CMO in B2B circles and is currently with Clearwater Analytics. She was previously with Granicus and has done some fractional CMO work.
My question for Susan is, "what's the antidote to treadmill marketing?".
Show notes:
1. Almost every organization that Susan sees has what she calls a "gravitational pull to events".
2. Salespeople will often ask for one-off custom pieces and they truly believe that every client's unique. This is what Susan calls treadmill marketing. You're running really fast and producing pieces for the sales team, but you're going nowhere.
3. Susan has been able to transition many teams from what looks like a simple campaign into a series of premier campaigns. Instead of going to one event, hoping you find some leads, and not following up, you can transition that into a premier campaign.
4. In every marketing plan, there's room for premier campaigns and simple campaigns.
5. Susan starts with the sales team, asks them what's working, what challenges the customers have, and what themes they're going to march at for the next six months to a year.
6. She then partners with organizations to surround the premier campaign with a cornerstone asset, which all the other tactics are placed up against. This includes social posts, paid media, infographics, etc.
7. Pepper simple campaigns in between premier campaigns to keep the lead flow going.
Welcome to another episode of 3-Minute-Marketing, the podcast that's all about growth and marketing. We interview some of the world's foremost minds and ask them to give us 3-minute micro TED talks for your listening and snackable pleasure.
Today I'm super excited to have Alex Kukich on the line with me. Alex is actually a friend of mine in real life. He's a very impressive individual who was previously Head of Google Partnerships with Jellyfish, and is now CRO at WITHIN.
My question for Alex is, "how do you retain your marketing talent during the 'Great Resignation'?".
Show notes:
1. If you want to carry your business forward you need people who have bought into your mission, ethos, and ethics.
2. Now more than ever people are looking to feel human/connectivity with all of us working in very different places.
3. It wasn't long ago that if you weren't living in New York you couldn't work for a company like WITHIN, but that's changed. Remote work has taken over and it's impacted our sense of community and how we get work done.
4. Two years ago people were most concerned with benefits, salary, career progression, and title. Now, candidates are asking about what companies are doing for the community, how they're addressing diversity and inclusion, and how they support people who need help with their mental health.
5. Not only do you need to understand what people want individually, but you also need to have an offering that aligns with issues that are rising in importance.
6. Find out where people have been and where they want to go. Are they in alignment with what you're trying to build as a business?
7. You still need to find good human beings. If you find ethical people you'll be okay.
Welcome to another episode of 3-Minute-Marketing, where we talk to some of the world's best and brightest growth marketing leaders and boil it down into 3-minute micro TED talks for your listening pleasure.
Today I'm lucky enough to have Neal Schaffer joining me. Neal is a fractional CMO, international speaker, and author. He's also multilingual and speaks fluent Japanese. I'm super excited to meet him and have him on the show.
My question for Neal is, "how can marketers become unicorn generalists?".
Show notes:
1. A lot of people find their niche, and then they become an evangelist. Clubhouse and Google+ are good case studies. People equate their brand and reputation with a specific social network and end up not serving their audience.
2. People started to put Neal in an influencer marketing silo, with lots of companies reaching out to him. But those companies didn't even have an SEO strategy, they weren't blogging, doing marketing automation, etc.
3. There were a lot of other things they could be doing in the digital marketing realm to serve their customers that they weren't doing.
4. As a marketer, you need to be able to serve your employer, market, customers, and career. And the only way to do that is to "know a lot of things".
5. Being able to do a checklist of things as a marketer is the path to management or being an executive. Immerse yourself in it. Experiment with it in your own company or brand, or help a nonprofit. Those are the easiest ways to get actual experience in something different.
6. When you go to the doctor's office, they ask what symptoms you have, take some tests, and prescribe something. Every marketer should do things this way. Understand the strategy, objectives, how things can be measured, etc. Then you have all different types of medicine that can help you reach the objective.
Welcome to another episode of 3-Minute-Marketing, where we interview some of the world's foremost growth and performance marketing leaders and break it down into nice, snackable, three-minute segments for you.
I'm super excited to have Kevin Alansky with me today. Kevin is currently CMO of Jedox, but he's already known as a legend in the DC-Northern Virginia corridor of tech CMOs. Kevin had been at Blackboard, Cvent, Higher Logic, and more before landing at Jedox, and they're very lucky to have him.
My question for Kevin is, "how do you succeed in your first 90 days as CMO?".
Show notes:
1. The first 90 days are critical. They're sometimes referred to as the "honeymoon period", but a better way to think about them is as the extended interview. You go through a laborious and hard process while interviewing, but that should stop on day one. You're being evaluated by your CEO, board, and team in those first 90 days and you have to get a lot done.
2. Gaining alignment and trust are the most important factors. Are you setting up things well? Do you have the trust of the CEO, the rest of the executive team, and the marketing leadership team?
3. Get close to the business. Spend time in one-on-ones with your team so you can understand what's happening at the ground level and have a strong sense of what they're doing.
4. Ultimately, it's about setting up your quarterly plans. Make sure you set accurate targets and have the right alignment with the sales team. Set up the right cadences to be able to measure success and the performance of it.
Welcome to another episode of 3-Minute-Marketing, where we pack as much value-per-minute as possible into each episode. Think of them as 3-minute TED talks for growth marketing.
I'm super excited to have Guillaume Moubeche with us today. Guillaume is the CEO and Co-Founder of Lemlist, which has grown into a $10M ARR SaaS company since its founding in 2017. He's also a speaker, both locally in his market of Paris as well as internationally, and just generally an awesome guy.
My question for Guillaume is, "what are your top 3 growth hacks for scaling a SaaS company to 10M ARR?".
Show notes:
-Eat your own dog food. Lemlist actually uses their product to do sales prospecting themselves. It's great when you can be your own customer to help build and grow your tool.
-Build your community. Share with and get feedback from them on a daily basis so they can be part of the product and the journey.
-When users wanted to be able to message each other manually to boost their deliverability, they automated it directly using the community.
-Build personal brands at scale. At first, Guillaume was the only person documenting everything, but as the company grew he became convinced that building a business is all about relationships. To build relationships you need people to trust you and perceive you as someone who can bring value.
-Documenting everything you do on your social channels will help you build an audience and help them to know you when you do reach out to them.
-Each person in each department at Lemlist is building their personal brand on a specific topic that will interest their audience.
Welcome to another episode of 3-Minute-Marketing, where we talk with some of the foremost experts in growth marketing and distill their best knowledge into 3-minute blocks for your listening pleasure.
Today I'm super excited to have a real marketing hero, Maura Ginty, on the podcast. Maura is the CMO of Mode, which is a leading collaborative data science platform. Among the highlights of her impressive resume, she's reduced the cost-per-lead at Mode by 96%!
My question for Maura is, "What are 3 ways marketers can be more data-driven?".
Show notes:
1. Go beyond the simple math of the budget envelope all the way through to target (meaning things like ad spend, leads, MQLs, sales). Owning the revenue target should be a given.
2. Truly data-driven marketers know how to segment, personalize, and evolve.
3. Marketers assume that if they know what vertical someone's in then they've defined segmentation but there's a lot more to understand about product usage, satisfaction, customer journey, and more.
4. Until you understand where your best audience is, you're not going to be in a place to go out and find more of them.
5. Personalization shouldn't just be the job of your BDRs... all of your marketing should be personalized & speaking your customers' language.
6. Evolution will be driven by both machines & humans: machine-learning & AI will be able to handle the "simple math" of your funnel. Marketers must evolve to focus on thinking through the elements that are less predictable to find unopened opportunities.
7. Marketers need to get out of the habit of just "ticketing" their data team about the numbers or accuracy of the data. Instead, it's critical to query around insights that will help you solve your core marketing problems (e.g. instead of, "Do we have all the boxes ticked for lead scoring", ask "What are the behaviors of our highest-value customer cohort & how can we replicate those behaviors early in the funnel?)
Welcome to another episode of 3-Minute Marketing, the podcast all about micro, bite-sized, & snackable content from marketing leaders around the world.
Today, I'm excited to be joined by a man who needs no introduction if you're in direct marketing circles, Jay Abraham of The Abraham Group. Jay is widely recognized as one of the most successful and impactful marketing strategists, business innovators, and entrepreneurs in the entire world. In addition, he's a best-selling author and someone who speaks all over the world to captivated audiences.
My question for Jay is, "What is the most underutilized asset for driving exponential growth?".
Show notes:
- The most underutilized asset for most people is the realization that there are tons of other people, influencers, media, and indirection competitors that have already worked hard and spent a fortune to have a very tight relationship with the same audience you want.
- But most people spend all their time and money trying to create an outer periphery with a person who doesn't know them.
- To bypass it and get business overnight, acquire the buyer through a strategic relationship by generously sharing enough with the other side who could then endorse you, introduce you, or partner with you in ways no one else has thought of.
- Most people spend either too much or too little in the acquisition of the first transaction.
- Unless you realize what it is worth to you or what it could be worth, you can't really optimize it.
- You're either the victim or you're the victor. Frictionless customer service is important.
- Better denominate your value proposition by creating an impact analysis that shows all the different denominators that produce savings, efficiencies, profit, and more.
- Then take what that would mean over the probable lifetime of the relationship and denominate it.
- When structuring an offer and thinking about the hidden fears of the buyer, be the advocate of the audience, not the company you're helping.
- Start by asking what your tangible and intangible fears and concerns are in terms of decision making.
- Value rank it in your mind on a priority basis.
- In business, every commitment you make should be an investment.
- Look for correlations, implications, and anomalies that either make sense or don't.
Welcome back to 3-Minute Marketing, the world's highest value-per-minute growth marketing podcast where we interview the world's top growth marketing unicorns.
Today, I'm excited to be interviewing the renowned unicorn himself, Larry Kim. For those unfamiliar with Larry, he founded the online advertising SaaS WordStream in 2007 which he bootstrapped & successfully exited for $150M in 2018. Currently, Larry is Founder & VP Marketing at MobileMonkey, an industry-leading chatbot software for Facebook / Instagram, SMS & web chat.
Larry & I decided to "flip the script" & have a longer-form conversation around a topic I'd been dying to ask him about (but his answer might surprise you):
"What are your top growth hacks for 2022 & beyond?"
Show Notes:
- Digital marketing & growth has come full circle — back in the early days, it was all about chasing channels & tactics like AdWords, Facebook Ads, SEO & jumping from one hoop to another. So any company could build a brand online without previously having had a brand.
- But that's changed — growth hacks are nowhere near as leveraged as they used to be & are short-lived. Plus, ad costs have gone up by 3-4 orders of magnitude. And you can't just hack the organic search (SEO) algorithms like you used to.
- So the #1 growth hack for 2022 & beyond? It's back to building your brand.
- The #1 reason someone will click & buy from you is whether they've heard of you before — brand-aware cohorts are 3-5X more likely to engage with your ads, organic listings & emails.
- The algorithms have evolved to quantify traditional brand signals as measured by peoples' propensity to trust, open, click & buy, then reward those signals.
To build your brand, leverage creativity to come up with memorable ideas that stick. - Example: WordStream's AdWords Grader was a "one-in-a-million" hit that helped build the business to a $150M exit. It worked because it tapped into the psychology of the market (FOMO about how your ads are performing vs. peers & competitors.)
- Not all ideas are created equal: test a lot of different "wacky" ideas to find the unicorn outlier. You might need to try 40-60 ideas to find that unicorn.
- To test your ideas, start with an "external" view of your campaign performance. Don't fall in love with your ideas, let the market decide.
- Focus on creating a remarkable offer... "free trial" is not a remarkable offer. This can take your conversion rate from 2-3% to 5-7% or even 10%+ if it's a real standout.
- You can still "hack" the algorithms today by focusing on increasing brand signals.
- Brand hacking tip #1: Get people to search for your brand terms more.
- Brand hacking tip #2: Remarketing is another a highly-leveraged way to drive brand recall.
- Brand hacking tip #3: Those "annoying" popups are actually highly effective at keeping people from bouncing, which drives time-on-site & engagement signals.
Welcome to 3-Minute Marketing, where we talk to leaders in the growth & performance marketing space & hem down their best insights to create the highest value-per-minute marketing podcast on the planet.
My guest Sujan Patel is a serial entrepreneur & brilliant growth marketer. As Co-Founder at Mailshake, he's helping companies leverage the power of sales engagement & automation technology to fill their pipelines & hit their goals.
My question for Sujan is, "What are some different ways marketers can leverage automated email to crush their KPIs & generate more leads & sales?"
Show Notes
- Time is money when is comes to leads — but if you use marketing automation software, your email looks like it came from a robot, not a human.
Instead of using a one-to-many tool to follow up with hot leads, use a one-to-one tool so it looks like it's coming from a real person. - If someone joins your webinar or downloads your eBook, don't just enroll them in a generic sequence from a generic company email (like info@yourcompany.com) — you can still automate it, but get them connected to an actual sales rep (e.g. joe.smith@yourcompany.com).
- The results when you take this one-to-one approach? Better open rate & response rate.
- Leads are getting more expensive across the board, so optimizing how effectively you work your leads is key to making up the difference.
- After your prospect gets a demo of your product, enroll them in a 1-to-1 drip from the sales rep focused on adding more value.
- The problem with marketing automation tools is you're talking at somebody vs. to somebody. Sometimes, encouraging a bit of back & forth can be a very good thing.
- Can't think of what email to send to your prospects? Send them something of value — content you're already creating, etc. — or ask them a question.
Welcome back to 3-Minute Marketing, where we get the world's foremost marketing leaders & innovators to tell us their juiciest secrets to marketing success.
Today, I'm chatting with Brendan Kane, Founder & Managing Partner at Hook Point. Brendan's a fascinating guy & his "Hook Point" methodology has been the secret weapon behind names & brands like MTV, Taylor Swift, Yahoo & Mindvalley.
Brendan's specialty is helping brands harness the power of organic social to drive virality, build brands & generate revenue at a remarkable scale. Brendan tells me that 99% of marketers do this wrong... but the 1% that understand how the algorithms work are winning BIG with organic content.
My question for Brendan is:
"How can marketers harness the algorithms to get more reach & impact?"
Show notes:
- The purpose of the algorithms is NOT to get you to pay for reach... their one & only goal is to keep people on the platform (so they can serve you more ads.)
- There are 2 principles to master to benefit from the algorithms.
- Principle #1: Stop the scroll. The first signal to the algorithm is, "will this content the retain attention of users?"
- Principle #2: Hold the user's attention as long as possible, AKA dwell time. (Hint: Key to this is a powerful story that can retain the user's focus.)
- Case Study: A 7 second difference in user retention (28 vs. 21 seconds) resulted in an 18X increase in views on Tik Tok.
- Create content for what the platform you're posting on weights most heavily. Focus on content quality over length.
- The traditional "content calendar" model of designing content is flawed because it minimizes the impact of data on creative, is not opportunistic or agile, is completely reactive and is reliant on luck or external factors.
- Instead, start with research to identify the topics & formats that will drive results. Then base your creative hypothesis & iterate based on that research.
- Build one piece of content at a time, then learn & iterate vs. trying to plan all your content in advance.
- Want to get good at a platform? Become an avid user & student of that platform.
- If you want to target a niche with your organic content, still make the content accessible for a general audience so you don't get buried by the algorithms (example: Ryan Serhant)
Welcome back to 3-Minute Marketing, where we talk with & explore the minds of some of the world's leading growth marketers & condense their knowledge into snackable micro-segments.
Today, I catch up with Auseh Britt, who's currently VP of Growth Marketing at Terminus. Prior to Terminus, Auseh's had a successful career leading growth initiatives at brands like Bloomberg Industry Group, Business.com & Logi Analytics.
My question for Auseh is, "What should marketers do tactically with intent data to successfully drive pipeline? What are the keys you're seeing success with at Terminus?"
Show Notes:
- Intent data is useful to find right-fit accounts that are in an active buying cycle. You can also glean where those accounts are in the buying cycle so you can tailor your messaging to them.
- Terminus uses both first-party & third-party data signals to glean insights about account intent.
First-party data = data that your company owns. Examples are website visits & campaign responses (e.g. attended your webinar on a specific topic) - Third-party data = data found across the web, aggregated by other providers. Terminus uses Bombora to find what keywords & topics their accounts are searching. They also use G2 data to find what categories & competitors their key accounts are researching.
- Terminus segments its account-based marketing (ABM) into prioritized tiers. For their smaller "strategic segment" of their top-tier global & multinational accounts, they one-to-one bespoke campaigns. For the larger SMB segment, Terminus runs more of a "one-to-many" approach.
If your ABM list is in the 1,000s, you're probably doing it wrong. Focus your ABM on the best fit accounts in your target addressable market. - Three full time people at Terminus are focused on account-based marketing. One supports the one-to-one "big bet" strategic accounts, the second does more the programmatic "one-to-many" SMB marketing.
- The third ABM marketer on Auseh's team supports customer retention & expansion marketing. This is a huge gap that many companies miss when building their ABM / go-to-market strategy!
- The strategic account marketer works closely with the AEs to provide feedback & guidance on how they're messaging to & marketing to their 20 key accounts.
For the SMB segment, marketing will provide "air cover" & write an outreach sequence that Terminus's sales teams can utilize, along with the basic building blocks of the positioning & content offer. - Terminus uses HighSpot to house sales enablement assets like decks that BDRs can access.
- ABM metrics you should evaluate include account engagement (e.g. companies visited the website in the last 30 days), opportunities generated, Closed Won pipeline & deal velocity/win rate of open opps.
- For pipeline acceleration, Terminus hooks up to CRM to automatically switch up ad tactics based on the company's opportunity stage.
- For net new logos, Terminus shoots for 60% engagement rates & a 10% opportunity creation rate.
- Another good target account list to add to the mix is a "win back" list of Closed Lost deals.
- Terminus uses multi-touch attribution to weigh the different touchpoints in the lead-to-sale journey.
Welcome back to 3-Minute Marketing, where we interview today's marketing rockstars & help them share their best ideas for the benefit of the greater marketing community.
Today, I got to chat with Patrick Edmonds, CMO of Proposify. Patrick is the kind of unicorn marketer I love — before his "rocket ship" ascent at Proposify, he came from an agency where he bought every type of media you can think of (Search, Social, Display, Programmatic... you name it.) The thing that's unique about Patrick is he's a CMO at a sales-driven company. And like many of the successful CMOs I've interviewed, he's got some "Sales" in his DNA & is working hip-to-hip with his sales team to drive the business forward.
My question for Patrick is, "How can marketers help sales close more deals?"
Welcome back to the latest episode of "3-Minute Marketing", where we talk to the greatest minds in the marketing game today & share their most actionable insights with you.
Today, I'm speaking with my friend Drew Neisser, CEO at Renegade Marketing & CMO Huddles. For those who don't know Drew, he's a well-loved, 40+-year veteran of the B2B brand marketing world. He's the guy who came up with the name for the Panasonic "Toughbook", among other famous brand marketing wins.
Drew's dropping a new book titled, "Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands" on October 5th. In line with the theme of his new book, I ask him,
"What are the top 5 mistakes B2B marketers are making today & what should they be doing instead?"
Welcome back to “3-Minute Marketing”, the podcast where the world's top growth marketing leaders reveal their most valuable & useful insights for driving acquisition, growing brands & building demand.
On today's show, I get the chance to interview Adam Goyette, VP Marketing at Help Scout. Adam has an impressive track record of being the "secret weapon" behind winning acquisition & demand programs at brands like G2, Thryv, FieldLens, Booker Software & Cision. He's a brilliant tactical marketer & a passionate teacher of the craft of digital growth marketing.
My question for Adam is, "What are your secrets to driving hypergrowth online?"
Welcome back to the latest edition of "3-Minute Marketing", where I talk with some of the smartest marketing leaders on the planet & uncover their most actionable tips, tactics & strategies.
On today's episode, I catch up with Grant Johnson. He's been a tech CMO since 2009 & is currently leading the charge at Emburse, the global leader in expense management & accounts payable automation solutions.
Grant has always been impressive to me in how he thinks on the cutting edge of marketing strategy. One of the things he is a big proponent of these days is CMOs evolving in their roles to become a "Chief Growth Orchestrator" for their organization. I was curious to unpack what that means & how / why CMOs should be making this transition today.
So my question for Grant is, "How can CMOs evolve from becoming a 'CMO' to a Chief Growth Orchestrator as quickly, effectively & efficiently as possible?"
Welcome back to our latest episode of "3-Minute Marketing", where we share actionable ideas & perspectives from the finest minds in growth marketing today.
On today's episode, I chat with Hunter Montgomery, CMO at ChurnZero. Hunter's been in the B2B SaaS game for awhile now, driving marketing growth for brands like Verizon Business, Vocus & Higher Logic.
We decided to change up the format a bit for this episode & just riff on various topics. But at the core of our conversation, we talk about the "unsexy" activities that can actually help you make the biggest impact as a marketing leader.
Welcome back to another exciting episode of "3 Minute Marketing", where we tap into the minds of some of today's most brilliant growth marketing thinkers & share their best learnings with you.
Today, I have Scott Baradell with me (CEO at Idea Grove). Scott leads a PR firm that's doing some innovative work re-imagining the role & impact of PR for B2B tech brands. He's excited because he's soon going to be launching a new book called "Trust Signals" (trustsignals.com), which talks all about using PR to build a brand in the modern era.
My question for Scott is, "What does the future of PR look like as you see it?"
Welcome back to a fresh episode of "3-Minute Marketing", the podcast where we dive deep into the minds of some of today's most successful marketers to surface their best tactics and strategies.
Today, I have the pleasure of talking with Niki Hall, CMO at Contentsquare. An experienced marketing leader in tech, Niki recently joined the company to help take this fast-growing company to the next level. This made me curious what marketing leaders can do to maintain or even accelerate the momentum of a brand that's already on the rise.
So my question for Niki is, "Dive into this concept of the speed of growth. What are the important factors of growth that marketing leaders should consider along the way?"
Welcome to the latest episode of "3-Minute Marketing", the show where we ask the greatest marketers of our time to reach into their treasure chests and reveal their best marketing gold.
Today, I'm thrilled and honored to be speaking with legendary growth marketing genius Udi Ledergor, CMO at Gong. For those that don't know yet, Udi is the marketing mastermind that helped Gong become the de facto leader in the revenue intelligence category and grow to a $1B+ valuation.
My question for Udi is, "What are your top 5 secrets for marketing success?"
Welcome back to 3-Minute Marketing, the show where we interview the leading players in growth marketing & get them to share the best plays in their playbooks.
Today, I'm thrilled to be speaking with a unicorn named Shelley Morrison, VP of the Global Demand Center at Domo. Shelley's had an impressive career trajectory, having overseen digital strategies for nearly a dozen B2B technology brands in the last 5 years alone.
I asked Shelley, "What are some things up-and-coming marketers could do career-wise to get ahead — to get that job they want or be considered for a promotion?"
It's another episode of "More Than Marketing." I'm your host, Arsham Mirshah, and we're talking about a big search algorithm that Google will drop in May 2021 called Core Web Vitals.
It will impact your SEO, so we're going to talk about what it is and what to do about it.
I am honored to have two team members with me today, Alex Swope, Senior Strategist at WebMechanix, and Dave Brong, our CTO, Chief Technical Officer.
You could look at this update as a challenge, but you can also look at it as an opportunity for a competitive advantage.
Welcome back to another episode of More Than Marketing. I'm your host, Arsham Mirshah. I'm joined by Paul Field, a marketing consultant who has worked for decades in the highest levels of the advertising industry in New York. Early in his career, Paul would see people in meetings lead the discussion and have their thoughts and recommendations respected. Over the years, he's developed a framework called The Essential Sevento help you recreate these results in your meetings and identify important problems and opportunities for a business.
Welcome back to another episode of More Than Marketing. I'm your host, Arsham Mirshah. I'm here with Ameet Luhar today. We're gonna be discussing what we here at WebMechanix refer to as a "t-shaped marketer" meaning someone who is broadly capable across many areas of marketing and has one or more areas they are deeply knowledgeable in, hence the t-shape.
Welcome back to another episode of More Than Marketing. I'm your host, Arsham Mirshah, and I'm joined today with Derek Cavaliero, the senior director of engineering. Today, we're talking about what is Google Tag Manager (GTM), the benefits of it, and how to use it to master MarTech.