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Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Ryan Jones discuss the evolving landscape of SEO in the context of AI advancements. They explore how AI is reshaping search strategies, the importance of digital PR, and the need for marketers to adapt to a multi-channel approach. The conversation emphasizes the significance of audience research over traditional keyword strategies and the necessity of maintaining brand presence across various platforms to ensure visibility and engagement in a rapidly changing digital environment.

Special Guest

Ryan Jones, Marketing Manager, SEOTesting.com

Special Offer: Listeners of the Fractional Futures Podcast can take advantage of an extended trial to SEOTesting, giving you a 45-day free trial instead of the standard 14-day trial. You can add up to 30 Google Search Console properties with your trial account and you'll have unlimited access to every single one of SEOTesting's featured for that time including testing, site annotations, and their range of pre-built reports designed to make Google Search Console data easier to use. 

Simply click this link for the extended trial.

Key Takeaways

• AI is changing the way marketers approach SEO strategies.
• Focus is shifting from top-of-funnel to mid and end-funnel queries.
• Digital PR and brand building are becoming more important.
• Structured data will still play a crucial role in SEO.
• Content needs to be distributed across multiple channels.
• Audience research is becoming more critical than keyword research.
• Impressions will become a key metric for measuring reach.
• Marketers need to adapt to a multi-channel approach.
• Refreshing older content can be more effective than creating new content.
• Brand presence across the web is essential for visibility.

Sound bites

"AI is changing the way marketers approach SEO strategies."

"Structured data will still play a crucial role in SEO."

"Marketers need to adapt to a multi-channel approach."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Ryan Jones discuss the challenges marketing leaders face in proving the value of SEO to the C-suite. They explore how to connect SEO efforts to business outcomes, the importance of tracking metrics, and the need for SEO to be a part of boardroom conversations. The discussion also covers the complexities of outsourcing SEO, the significance of finding the right agency, and how to effectively communicate SEO performance to stakeholders.

Special Guest

Ryan Jones, Marketing Manager, SEOTesting.com

Special Offer: Listeners of the Fractional Futures Podcast can take advantage of an extended trial to SEOTesting, giving you a 45-day free trial instead of the standard 14-day trial. You can add up to 30 Google Search Console properties with your trial account and you'll have unlimited access to every single one of SEOTesting's featured for that time including testing, site annotations, and their range of pre-built reports designed to make Google Search Console data easier to use. 

Simply click this link for the extended trial.

Takeaways

• SEO is often the hardest channel to measure compared to PPC.
• Attribution in SEO is messy and requires a multi-channel approach.
• Free tools like Google Search Console are effective for beginners.
• It's crucial to track the work done by SEO agencies monthly.
• Specialization in the type of SEO work needed is important when choosing an agency.
• SEO should be included in boardroom discussions to highlight its impact.
• Budget allocation should be based on what moves the needle for the business.
• Smaller scale tests can help determine effective strategies.
• Core updates from Google can impact ongoing SEO tests.
• Google recognizes efforts to improve user experience through SEO. 

 Sound Bites

 "SEO is one of the hardest channels to measure."

"It doesn't have to be complicated."

"Find a specialist in the type of work you need."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership. Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, host Paul Mills and guest Ryan Jones discuss the critical role of SEO for early-stage businesses. They explore the importance of a well-structured SEO strategy, the challenges faced by founders with limited resources, and the necessity of setting realistic expectations for SEO rankings. The conversation delves into effective content strategies, the significance of experimentation in SEO, and the usability of various SEO tools. Additionally, they touch on the impact of AI on content creation and the importance of proving the business case for SEO investment. The episode concludes with insights on managing existing content to enhance SEO effectiveness.

Special Guest

Ryan Jones, Marketing Manager, SEOTesting.com

Special Offer: Listeners of the Fractional Futures Podcast can take advantage of an extended trial to SEOTesting, giving you a 45-day free trial instead of the standard 14-day trial. You can add up to 30 Google Search Console properties with your trial account and you'll have unlimited access to every single one of SEOTesting's featured for that time including testing, site annotations, and their range of pre-built reports designed to make Google Search Console data easier to use. 

Simply click this link for the extended trial.

Key Takeaways

• SEO is often seen as a free traffic channel, but it requires investment.
• Early-stage businesses must prioritize SEO to gain traction.
• SEO builds long-term value and compounds over time.
• Content strategy is crucial for improving search visibility.
• Experimentation is key to adapting SEO strategies.
• Tools like Google Search Console can help monitor SEO performance.
• AI can assist in content creation but lacks the depth of expertise.
• Investing in SEO tools can save time and improve efficiency.
• Managing existing content is essential for maintaining SEO effectiveness.
• Collaboration with subject matter experts can enhance content quality.

Sound Bites

"SEO compounds over time and builds long-term value."

"Content can really still move the needle."

"Constant testing is important in SEO."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode, Paul Mills and Rob Nicholls discuss how marketing can significantly enhance a company's valuation multiples at exit. They explore the importance of preparing a business for sale, the factors that make a company attractive to buyers, and the critical role of storytelling in crafting a compelling growth narrative. The conversation emphasizes the need for strategic planning, brand investment, and demonstrating long-term growth potential to maximize value during an acquisition process.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor

Key Takeaways

• Marketing can enhance valuation multiples at exit.
• Buyers want a predictable revenue stream.
• Most sellers don't prepare for a sale.
• It's about maximizing the value at exit.
• The marketing function has a huge part to play.
• Brand investment increases margins.
• You need to demonstrate long-term brand resonance.
• Crafting a compelling growth story is essential.
• Marketing needs to step up their game.
• Understanding buyer perspectives is crucial.

Sound Bites

"Most sellers don't prepare for a sale."

"Brand investment increases margins."

"It's all about the narrative."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode, Paul Mills and Rob Nicholls discuss the critical alignment between sales and marketing functions in driving revenue growth. They explore the financial risks of disconnected teams, the role of the CFO in ensuring alignment, and the challenges and opportunities presented by Revenue Operations (RevOps). The conversation emphasizes the importance of shared metrics, establishing a revenue council, and creating a feedback loop to optimize marketing strategies based on sales insights. Ultimately, the episode highlights the necessity of building trust and relationships to enhance revenue generation and business valuation.

Special Guest 

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor

Key Takeaways

• Sales and marketing alignment is crucial for revenue growth.
• Disconnected teams lead to financial risks and inefficiencies.
• The CFO plays a vital role in aligning sales and marketing.
• RevOps has potential but often fails in smaller organizations.
• Shared metrics between sales and marketing drive accountability.
• Customer lifetime value is a key metric for success.
• A revenue council can enhance collaboration and insights.
• Feedback loops between sales and marketing improve strategies.
• Building trust is essential for effective customer relationships.
• Sales cycles can be shortened through effective collaboration.

Sound Bites

"Achieving collaboration is often easier said than done."

"Incentives are really important here."

"Sales should be accountable for conversion rates."

"A revenue council can drive accountability."

"Building trust is critical for revenue generation."

"You need to focus on building trust in the brand."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the complexities of international expansion for businesses. They explore how to adapt marketing strategies for new markets, the importance of building a global brand while maintaining consistency, and the financial risks associated with entering international markets. Rob shares insights on the necessity of market research, building relationships, and the long-term perspective needed for successful brand building in diverse regions.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor

Key Takeaways

• International expansion presents both opportunities and challenges.
• Cultural, economic, and regulatory differences require tailored marketing strategies.
• Building relationships with local distributors is crucial for market entry.
• A strong global brand helps in gaining credibility in new markets.
• Brand building is a long-term investment, not a short-term tactic.
• Market research is essential before entering new international markets.
• Different regions require different entry strategies and pricing models.
• Trust and partnership building are key in relationship-driven markets.
• Digital infrastructure must be localized for effective market penetration.
• Businesses should focus on one or two markets at a time for effective strategy.

Sound Bites

"How should a business approach market entry?"

"It's about getting out there, meeting people."

"Build relationships. It's not difficult to do."

"You have to take a long term perspective on this."

"Don't start dropping your pricing by 10% or 20%."

"Do your research and do it well."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical importance of digital transformation for businesses today. They explore the challenges and opportunities that come with adopting digital-first strategies, the necessity of aligning technology with business goals, and the importance of integrating systems for better decision-making. The conversation also highlights the role of personal branding in driving revenue and the need for businesses to focus on customer satisfaction as a key marketing strategy.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor

Key Takeaways

• Digital transformation is essential for modern business success.
• Many SMEs struggle with digital adoption due to cost and complexity.
• CFOs and CMOs must align on digital strategies for effective implementation.
• Integration of technology systems is crucial for operational efficiency.
• Employee turnover can disrupt technology adoption and usage.
• Investments in technology should be tied to clear business outcomes.
• A strong digital presence is necessary to attract and retain customers.
• Building a personal brand can generate revenue opportunities.
• Startups should prioritize client building over tech stack perfection.
• Customer satisfaction is the best form of marketing.

Sound Bites

"Digital transformation is no longer optional."

"Data-led decision-making is often lacking."

"Digital presence is essential for relevance."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of brand equity in driving business success. They explore how brand equity impacts business valuation, the importance of strategic rebranding, and the challenges of measuring the financial impact of branding initiatives. Rob shares insights from his extensive experience in finance, emphasizing that brand equity is a long-term investment that can significantly enhance customer loyalty, pricing power, and overall enterprise value. The conversation highlights the need for businesses to recognize the intangible value of their brands and to approach rebranding with a clear strategy focused on measurable outcomes.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor

Key Takeaways

• Brand equity is a key contributor to customer loyalty and profitability.
• CFOs are increasingly recognizing the value of brand equity in business valuation.
• Rebranding should be approached strategically, focusing on long-term impact rather than aesthetics.
• Investing in brand equity can lead to higher pricing power and customer retention.
• Measuring the ROI of branding initiatives requires a long-term perspective.
• Brand equity is often intangible but has a significant financial impact.
• Successful rebranding can drive growth and attract investors.
• The modern marketer must act as a brand custodian to leverage brand power.
• Brand strategies should align with long-term business goals and market opportunities.
• Effective communication of brand value is essential for gaining buy-in from stakeholders.

Sound Bites

"Brand equity impacts business valuation."

"Brand takes time to develop."

"CFOs are recognizing the value of brand equity."

"Brand power can command a pricing premium."

"Rebranding must deliver long-term financial impact."

"Investing in brand can increase enterprise value."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical role of data-driven decision-making in marketing. They explore how marketing has evolved from intuition-based strategies to analytics-driven approaches, emphasizing the importance of sharing relevant data between marketing and finance teams. Rob highlights key marketing metrics that resonate with CFOs, the significance of building trust and relationships, and the need for predictive analytics to drive sustainable growth and value creation.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor

Key Takeaways

• Data-driven decision-making is essential in modern marketing.
• CFOs expect marketing to present metrics that drive financial decisions.
• Building trust between CFOs and marketers is crucial for data sharing.
• Marketing metrics should focus on revenue growth and customer acquisition costs.
• Predictive analytics can help anticipate customer needs and market trends.
• Involving CFOs in marketing campaigns fosters collaboration and understanding.
• Not all metrics are valuable; focus on those that impact the bottom line.
• Reverse engineering board expectations can guide marketing metrics.
• Pricing strategies significantly influence business growth and profitability.
• AI can enhance data analysis and provide insights for better decision-making.

Sound Bites

"Sharing the right data is very important."

"Focus on metrics that drive decisions."

"It's about relationships and trust."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.

Send us a text

Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills, Founder at VCMO, and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode

In this episode of Fractional Futures, Paul Mills and Rob Nicholls discuss the critical aspects of customer acquisition and retention. They explore the importance of crafting a compelling value proposition, optimizing customer acquisition channels, and enhancing retention strategies to drive long-term profitability. Rob shares insights on the role of CFOs in shaping marketing strategies and the significance of partnerships and brand advocacy in achieving business growth. The conversation emphasizes the need for businesses to invest in marketing and understand customer lifetime value to reduce churn and foster sustainable growth.

Special Guest

Rob Nicholls, Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor.

Key Takeaways

• Crafting a compelling value proposition is essential for customer acquisition and retention.
• Traction is the ultimate proof of product market fit and should be measured through metrics like customer acquisition rates.
• Investing 10% of revenue in marketing is crucial for sustainable growth.
• Strategic partnerships can significantly reduce customer acquisition costs and enhance brand visibility.
• High retention rates are critical for long-term profitability and indicate strong product market fit.
• Understanding client profitability is essential for making informed pricing decisions.
• Customer feedback is vital for reducing churn and improving retention strategies.
• Marketing leaders must collaborate with CFOs to align strategies for customer retention.
• Brand advocacy can drive significant growth and enhance customer trust.
• Businesses should regularly gather customer feedback to address pain points and improve service offerings.

Sound Bites

"Brand advocacy can drive significant growth."

"Retention is key to long-term profitability."

"Marketing leaders must collaborate with CFOs."

Contact VCMO

• Connect with the host on LinkedIn
• Tweet us at @VCMO_UK
• Email us at [email protected]
• Visit our website vcmo.uk
• Phone us +44 (0) 331 630 9395

Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.