The Revenue-Driven CMO

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.

Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

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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.

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/

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.

Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

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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:

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.

Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call

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

Shout Outs:

* 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.

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.

Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call

Robin Izsak-Tseng, G2’s VP of Revenue Marketing, discusses optimizing ad spend strategies for SaaS marketers, the benefits of early adoption of new ad formats, and the impact of a strong 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.

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, G2's VP of Revenue Marketing, discusses optimizing ad spend strategies for SaaS marketers, the benefits of early adoption of new ad formats, and the impact of a strong 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/