The Revenue-Driven CMO

Today's guest is a serial entrepreneur with 3 successful exits, an Angel and Impact Investor, and a digital performance marketing pioneer. They are also the former Co-Founder, Chairman, and CEO of CARCHEX. Jason Goldsmith is the Chief Consultant & Strategist at Goldsmith Consulting and he has a wealth of marketing knowledge to share. Jason delves into how both B2B and B2C marketers can use conversational AI in their funnels, how to stay ahead of your competitors, and why you should be prioritizing customer experience.

Takeaways:

• Marketers need to make sure their companies stay ahead of competitors by effectively communicating how their company is learning and using that insight to provide value to their customers. Marketers also need to be on the look out for unsaturated markets.
• Always look for ways to innovate around the problems your face in your industry because ther will be others facing those same problems. For example, when mortgage brokers were relying on direct mail, digital marketing presented a great chance to grow.
• Even in well-established verticals there are opportunities waiting to be taken advantage of by disruptors. The key to staying ahead of competitors and providing value to customers is to balance the quality of a deliverable at a quantity that can scale.
• Marketers can use conversational AI tools to build a better mousetrap which can enable a smart funnel to engage leads. The most important part of the funnel to improve using conversational AI is the front-end customer experience.
• Don't think about using AI just a way to cut costs and trim your workforce. By intelligently deploying conversational AI tools throughout your funnel, you can deliver a better experience, drive better conversion rates, and produce more revenue.
• By training your AI tool, you company will be able to deliver consistent experiences to every customer, which is something you just can't realistically do with a human team.
• Although conversational AI isn't perfect yet, it's worth starting to use it despite the issues. As early adopters of this technology, you can discover how to optimize its use and get well ahead of your competitors. You never want to have to catch up to your competitors.

Quote of the Show:

• "As a marketer, I think you have to think more like the business owner" - Jason Goldsmith

Links:

• LinkedIn: https://www.linkedin.com/in/jason-goldsmith-88aa7b28/
• Twitter: https://twitter.com/carchexjason
• Company website: https://www.linkedin.com/company/goldsmith-consulting-services/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
• Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
• YouTube: https://youtu.be/aZtcqefdYpU

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today's guest is a beloved and renowned B2B brand marketing thought leader with over 40 years of experience. Drew Neisser is the CEO at Renegade Marketing & CMO Huddles and the author of Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands. According to Drew, the top five mistakes that B2B marketers make are The Peanut Butter Effect, backward targets, rebranding without changing the product or service, spending too much on MarTech, and retreating in a time of crisis.

Takeaways:

• Mistake number 1 B2B marketers make is called The Peanut Butter Effect which happens when they try to do too much in their messaging to different target personas. Simplify your brand to under 8 words and then find new ways to tell it.
• Mistake number 2 for B2B Marketers is when the targets are backward. Most marketers think Prospects>Customers>Employees. Reverse that order to Employees>Customers>Prospects.
• If your employees don't buy your brand story, you're toast, but if they do, they can be your greatest ambassadors. The same holds true for customers; when they actually buy your brand story they can be your best advocates.
• Create your brand's purpose-driven story statement in under eight words. Once you have this, come up with six ways to make it real to employees, six ways to make it real for customers, and six ways to make it real for prospects.
• Mistake number 3 is when B2B marketers rebrand without changing the product or service offering. Don't put a new coat of paint on an old barn. If you're changing your promise to customers, make sure to improve your product or service.
• Mistake number 4 is when marketers spend too much on MarTech. MarTech is only a set of tools, it is not a substitute for marketing. In many companies, there is too much tech, not enough staff, and not enough marketing.
• Mistake number 5 is when CMOs retreat during a time of crisis, whether it be a global health catastrophe or economic meltdown. Tough times give marketers a chance to prove that they are essential to the company.
• You're marketing should reflect your brand's personality which you should develop through consistent tonality and style in your messaging. B2B doesn't have to mean "Boring to Boring". It's OK to lighten up and have some fun with your marketing.

Quote of the Show:

• "Great marketing is not about fluff, it is about service and selling through service." - Drew Neisser

Links:

• LinkedIn: https://www.linkedin.com/in/drewneisser/
• Renegade Website: https://renegade.com/
• CMO Huddles Website: https://cmohuddles.com/
• Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands: https://www.amazon.com/gp/product/173721251X?pf_rd_r=99HBH4FFGR8QZDN5QXF8&pf_rd_p=8fe9b1d0-f378-4356-8bb8-cada7525eadd&pd_rd_r=36f04762-ae05-4438-9298-40ad05165a32&pd_rd_w=GJHxG&pd_rd_wg=OzjRl&ref_=pd_gw_unk
• CMO Huddle's 101 B2B Marketing Influencers: https://cmohuddles.com/top-101-B2B-marketers

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
• Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
• YouTube: https://youtu.be/qmQiot4Xqbo

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today's guest is an energetic and passionate marketer and leader with decades of experience on the cutting edge of marketing. Andrew Kling is the Senior Vice President of Marketing and Sales at Cognition Financial. Andrew explains the keys to optimizing your funnel, why you need an open mind when exploring channels, and how to collect more accurate data to base your decisions.

Takeaways:

• While it's easy to get focused on front-end metrics like CPL (Cost Per Lead), it's crucial to look at your entire funnel from a data perspective to test, learn, and optimize so you can reach your long-term goal.
• Because of data privacy concerns, there is a shift in marketing from generating leads to building relationships. Those relationships are built on keeping people engaged and nudging them through your funnel.
• Don't fall into the trap of testing a channel once and moving on from it. Most channels deserve more exploration, even if they might have higher a CPL.
• Marketers need a source of truth that they can constantly refer to. This means having useful, accurate data to look at on a consistent basis to understand what numbers are coming in and what they mean.
• Set up UTM parameters in your CRM for each channel and make sure each piece of creative is individually tagged. This makes it easier to measure, understand, and communicate valuable information from the data you receive.
• Set aside 10-20% of your marketing budget for testing different channels. If your first attempt doesn't succeed, consider other approaches to find success in that channel, especially if you know your target audience is there.
• If you are using mass marketing channels such as TV or radio, look at your indirect data, such as site traffic or lead forms, for signs of the campaign's impact. This can inform your decision on whether or not that channel should remain in your media mix.

Quote of the Show:

• "I like to think of it as not necessarily channel exploration, but budget exploration" - Andrew Kling

Links:

• LinkedIn: https://www.linkedin.com/in/andrewkling/
• Twitter: https://twitter.com/andrewkling
• Cognition Financial website: https://cognitionfinancial.com/
• Union Federal website: ​​https://unionfederalstudentloans.com/
• Custom Choice Student Loans website: https://www.customchoice.com/

Shout Outs:

• Fumbling The Future by Douglas K Smith and Robert C. Alexander
• Dealers of Lightning by Michael Hiltzik

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
• Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
• YouTube: https://youtu.be/3MXM8M8aIhk

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today's episode is special because we're highlighting an amazing guest who shared some amazing knowledge on the show way back in 2021. This special guest is a longtime marketing leader and innovator that has been instrumental in his current company reaching its multi-billion dollar valuation. Udi Ledergor is a B2B marketing thought leader, the CMO of Gong, and the author of The 50 Secrets of Trade Show Success. Among Udi's top secrets are why strategy must come before tactics, how to forge great relationships between sales and marketing, and why making your marketing human is so critical.

Takeaways:

• Tip #1: Strategy before tactics. Figure out your strategy before you send out your first email or do your first social post because, in marketing, it's very easy to get busy with activities and campaigns that are usually a huge waste of your time.
• Tip #2: Don't Produce anything that you wouldn't want to consume. Think if you would want to get that next email, if not start over. Create something that you would be excited to consume.
• Tip #3: Don't wait for inbound to come in, start outbound on your first day on the job. Create the script and monitor your SDRs' calls, either manually or with technology. Start building inbound, but don't expect it to bear fruits for close to a year.
• Tip #4: Never compromise on the people you hire. Every person you add can either give you ten times more energy or drain ten times more of your energy.
• Tip #5: Don't obsess about measurement. Do what seems right for the brand, if it works, you'll see it show up on your dashboard.
• Tip #6: Marketers need to create strong relationships with their sales counterparts. Try to meet up at least once a week to collaborate on challenges, what is and isn't working, and new needs.
• Tip #7: The first step in establishing your marketing strategy is to determine the end goal. What does success look like? For example, Gong set out to have double the social media mentions of all of its competitors combined.
• Tip #8: It's easier to build an award-winning marketing strategy around a product that has an amazing product-market fit than if customers don't use or like the product. When job-hunting, look for companies that already have a great product-market fit.
• Tip #9: Make your marketing human. Being an authority in your industry does not mean your marketing needs to be stuffy and boring. Humanize everything from the experience at your events to the tone of voice and imagery on your website and content, etc.
• Tip #10: Carve out 10%-20% of your marketing budget to use on ideas that you have a gut feeling about, but might not have an immediately measurable impact. For example, Gong's Super Bowl ad not only drove business but also influenced job applicants.

Quote of the Show:

• "If you're a marketer somewhere out there that is not closely connected with your CRO, or, as I like to say, if you don't know how they take their coffee, you're doing it wrong" - Udi Ledergor

Links:

• Twitter: https://twitter.com/ledergor
• LinkedIn: https://www.linkedin.com/in/udiledergor/
• Gong website: https://www.gong.io/
• Gong Blog: https://www.gong.io/blog/
• Personal website: https://www.udiledergor.com/
• The 50 Secrets of Trade Show Success: https://www.amazon.com/dp/1511691247/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
• Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
• YouTube: https://youtu.be/HZBrmgLS4Kg

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today's guest has led sales teams for many international brands and is now helping SMEs get Enterprise clients. Barry Moroney is the Founder & CEO at Leadable. Barry shares why so many marketers think they're using ABM but aren't, how to approach ABM based on contract sizes, and what a good ABM campaign looks like.

Takeaways:

• Many marketers genuinely believe they are using Account-Based Marketing (ABM) in their outbound marketing, but in reality, very few are.
• For example, your company is not really using ABM if you are only splitting up accounts based on territory, splitting up sales reps by vertical, or creating industry-specific collateral.
• No two companies are the same, and if you are going to use ABM, you need to tailor your approach to each company and its specific needs. Going one step further, you should identify the key stakeholders within the company and what each of them needs.
• ABM is great for companies that have a relatively small Total Addressable Market (TAM), but large contract values. The smaller the TAM, the more important the personalized approach becomes.
• For companies with a larger TAM, you can craft messages that appeal to the specific personas within the company. In this larger market, you should also be cognizant of what the brand is talking about and make sure your messaging aligns with it.
• Leaders that want to use ABM need to realize that correctly using ABM requires them to shift their focus from the volume of sales outreach to the quality of sales outreach.
• Example ABM Campaign Cadence over 12 Months: Primary campaign runs for 6 weeks and is very personalized using videos, handwritten notes, and phone calls. Those that don't convert have a 30-day break, then go into a 6-month drip campaign that uses 1 email per month and features no CTAs. Following this is a re-engagement campaign that is similar to the primary campaign, as it brings back the phone calls and the CTAs. Each month is the start of this cycle for a new group of 50 accounts.

Quote of the Show:

• "Most people genuinely believe that they are doing ABM in their outbound, but very few actually are" - Barry Moroney

Links:

• LinkedIn: https://www.linkedin.com/in/barrymoroney/
• Twitter: https://twitter.com/barrymoroney
• Company website: https://www.leadable.io/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic
• Apple Podcast: https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950
• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65
• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz
• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/
• YouTube: https://youtu.be/pwfz1_r9GXI

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

Performance Marketing Insiders is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/