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?”

This video is the exclusive, “extended cut” video.

????????????????

Show Notes:

While speed is critical for growth, it’s not sustainable without a well-defined vision & strategy.

A better approach is to have a sense of urgency, aligned to your purpose as a marketing organization. This keeps you from becoming reactive & focuses your team on what matters.

Coach your team for success. Niki uses tools like StrengthsFinder to assess her team & guide them to areas where they can make a big impact.

To take Contentsquare global, Niki tasked regional teams with having deep, “inside-out” knowledge of their region. She then created “centers of excellence” for performance & growth, brand, comms & social media with the functional expertise to help enable the regional teams to hit their pipeline targets.

To measure the effectiveness of the Contentsquare brand, Niki leverages the “voice of the customer” by sourcing qualitative & qualitative customer wins.

CEOs are by-and-large numbers-driven. To prove the value of the brand, you need to find data that tells the story of the impact of the brand on the business. Google trends or branded search impression volume can be good metrics to consider for this.

Niki leans heavily on Contentsquare to drive wins across her marketing org. (which makes her an excellent evangelist for the product!)

Transcript:

Chris: Welcome everybody to another episode of Three Minute Marketing. I’m your main man, Chris Mechanic here, co-founder at WebMechanix, veteran performance marketer, and generally nerdy person. Super excited today to have Niki Hall on the show with us. Niki is a very impressive individual. She is currently CMO at Contentsquare, which is a digital experience analytics platform that empowers growth teams with the data that they need to increase revenue, engagement and growth. Prior to that, Niki has been with the who’s who’s of B2B tech brands; Cisco, Polycom, Five9, Selligent and just steadily doing awesome things and posting big wins. She’s also a member of the CMO Council of North America Advisory Board, and an official member of the Forbes Communication Council. Welcome to the show, Niki.

Niki: Thank you, nice to be here.

Chris: Absolutely. Super excited to have you. Well, I know that you’re very, very busy and I know that everybody is really eager to get to the topic of today’s show. So without further ado, I’ve got your question for you. Are you ready?

Niki: I’m ready.

Chris: All right. Talk to me just a bit about Contentsquare’s growth journey and dive into this concept of speed of growth and also just comment on what are the important factors of growth that marketing leaders should consider along the way?

Niki: Okay,