In this episode of The Next CMO Podcast, host Peter Mahoney, an experienced CMO and executive advisor, interviews Kevin Ford, the Head of Marketing for Myriad360. Myriad360 is a leading provider of IT services, specializing in cloud transformation, AI implementation, and security systems. The discussion touches on how Myriad360 targets customers using a hospitality and event based strategy, integrating the experience of their services early in the sales cycle to help clients extract value. They also dive into Ford's approach to content creation, targeted marketing, and packaging 'technical expertise' as a product in itself. Additionally, they examine the power of referrals and networks in their marketing approach and how to strike a balance between sharing enough detail to excite potential clients and maintaining the sensitivity of projects.