Join HUDDL3 CEO Dane Groeneveld in this episode of The Future of Teamwork as he delves into the world of fractional marketing with Branden Cobb, a seasoned Fractional Chief Marketing Officer, who has worked with brands like Jaguar, Land Rover, HP, and Intel. Discover the critical role of marketing in building trust, harnessing employee self-marketing, and navigating the evolving landscape of business in the digital age. Tune in for insights on internal communications, employee branding, and the future of marketing.

Key Takeaways

• [00:00 - 01:12] Episode summary intro: how fractional marketing can work for you, introducing Branden Cobb, a Fractional Chief Marketing Officer who has worked with Jaguar, Land Rover, HP, Intel, and more. The critical role of marketing in building trust, and factoring in employee self-marketing.
• [01:31 - 02:46] Dane introduces Branden Cobb, a Fractional Chief Marketing Officer who has worked with Jaguar, Land Rover, HP, Intel, and more.
• [02:47 - 04:20] Branden's background, the impact of COVID on him and the new world of business, and leaning towards fractional work.
• [04:20 - 05:06] A lift in fractional professionals, financial capability, and availability of work.
• [05:08 - 05:59] The big difference between being a fractional chief marketing officer instead of being at an agency and doing project-based work.
• [05:59 - 07:56] Engaging as a fractional marketing professional. Working inside and outside the organization's resources.
• [07:56 - 10:05] Internal communications and working with HR, making sure companies are behaving internally consistent with their messages. Employees promoting the brand internally = better employee retention and a magnet for attracting new talent.
• [10:05 - 12:33] Employee branding, believing in the cause and that translation to success and motivation, and gathering feedback that marketing can use.
• [12:34 - 13:29] Dan Pink story about using iPads between chef and guest, the improvement in the quality of the food.
• [13:29 - 14:43] Getting to the real truth of the stories our customers tell us, opening communication between business, employees, and customers.
• [14:45 - 16:23] Opening communications across department functions, considering the experience of each of these three areas of the business (employer, employee, customer).
• [16:24 - 18:47] Where does the experience show up in newsletters and training materials? Experience as a subcategory of marketing, and the knowledge and culture an organization creates.
• [18:49 - 19:57] Gathering together virtually and developing rapport, getting together in person sometimes holds people accountable.
• [19:59 - 21:53] Gamification's role and potential in helping teams connect, learn, and develop together. A company-wide NCAA March Madness event and incentive.
• [21:54 - 24:11] Living in a world of notification overload, and bringing teams together for more than work, but bringing it back to business.
• [24:11 - 26:50] Culture and subculture as a business grows, getting back to how marketing helps develop those stories and values internally.
• [26:51 - 29:41] Making easy and streamlined processes for communication so fractional work is not just another step in the process.
• [29:41 - 30:59] Digital encouragement and engagement.
• [30:58 - 33:10] What's changing in marketing teamwork in the next five years — developing LinkedIn presences, employees as representations of brand more so, diversity and values.
• [33:08 - 35:04] Creating guardrails for how teams and businesses market themselves — connecting who works for a business, making clear non-approved posts are your own opin