The Revenue-Driven CMO

Getting in front of your target audience is crucial but the future of how marketers can target their audiences is changing. Here to get you up-to-date is a top-tier marketing thought leader that loves helping companies drive revenue by developing the proper systems and strategies. Zack Wenthe is the Senior Technical Product Marketing Manager and Product Evangelist at Treasure Data. Zack is also the author of 76.5 Ideas to Kickstart your Marketing. Zack reveals the secrets behind why data platforms don't want you to have your own data, how to collect 1st-party data, and what is possible when you use your own 1st-party data in your ad targeting across platforms.

Takeaways:

• Platforms like Facebook and Google don't want companies to create their own 1st-party data strategies, they would rather those companies be dependent upon them for crucial data. This means they can charge more and limit what marketers can do with data.
• Building out your 1st-party data strategy follows the same concept as growing and owning your email marketing list. However, the scope of your 1st-party data strategy goes far beyond an email list to include interests, demographics, psychographics, etc.
• You can use your 1st-party data to accurately build the same audiences across multiple platforms. Having in-house data allows you to reach the target audience, even when platforms make changes, such as the looming extinction of 3rd-party cookies.
• Start small when you begin collecting 1st-party data. You can use surveys to uncover customer interests and preferences. As the amount of data you compile grows, you may need a CDP (Customer Data Platform) or a data warehouse to manage your data.
• For example, for one product you may have multiple audiences that have unique needs and buying behaviors. By understanding those audiences and having the right data, you can create more meaningful segments and improve all of your campaigns.
• When you use multiple platforms for advertising in tandem, you can use your 1st-party data to create an omnichannel experience for your audience as they go from using one platform to another.
• One of the biggest ways to drive the efficiency of your ads is suppression. For example, you can use your 1st-party data to make sure that you aren't paying to show an ad to someone who just made a purchase of that same product.

Quote of the Show:

• "Facebook, Google, all the walled gardens, they don't want you to build your own 1st-party data strategy. They don't want you to have your own data" - Zack Wenthe

Links:

• LinkedIn: https://www.linkedin.com/in/zackwenthe/
• Twitter: https://twitter.com/zwenthe
• Company website: https://www.treasuredata.com/
• 76.5 Ideas to Kickstart your Marketing: https://www.barnesandnoble.com/w/765-ideas-to-kickstart-your-marketing-zack-b-wenthe/1102177697?ean=9781453678510

Shout Outs:

• Ryan Levesque - CEO of The ASK Method
• Malcolm Gladwell - Renowned Author
• Never Eat Alone by Keith Ferrazzi
• The Person and The Situation by Lee Ross

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/FTVWPZFnfXY

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 master of data science, marketing & adtech. They are a performance-focused digital marketer that specializes in paid search. Curtis Correll is the Director of the Performance Marketing Innovation Team at HealthCare.com. Curtis shares why Google and Meta are removing features from their ad platforms, why marketers need to feed data back into Google to see great results, and how to stop seams from appearing in your data.

Takeaways:

• Ad platforms like Google are trying to automate parts of digital marketers' jobs, but that's not necessarily a bad thing for them. Google has taken away a lot of the granular nuances that used to be the key to digital marketing success.
• There are two main groups of thought toward Google's automation, the first trusts the platform's suggestions and the second is wary of any loss of control. Generally, newer marketers are in the first camp while experienced marketers fall into the latter.
• Google's updates provide benefits for both groups. Veteran marketers should take advantage of some of the automation that Google is implementing while still finetuning their campaigns for their specific businesses. New marketers get the guardrails.
• Ad platforms like Google and Meta are putting an emphasis on companies to go broad with their advertising. To get the most from these platforms, you need to give these platforms more granular guardrails for your ads.
• Google and Meta have lots of great tools for marketers but they don't have the context from your specific company that is needed to optimize their performance. Feed that contextual data back into the platforms to avoid increasing any seams in your data.
• For example, Healthcare.com sells leads and those leads perform better when salespeople are taking calls during business hours. If a lead loses 60% of its value after 6 PM, a seam appears because Google doesn't know about the cutoff.
• A great way for marketers to optimize ROAS is to partner with data scientists and build out a lead-scoring system that can calculate the probability of conversion and can associate that with the click. This helps give Google real-time feedback.

Quote of the Show:

• "Google, Facebook, and all of the other ad marketplaces are trying to automate your job away, and that's a good thing" - Curtis Correll

Links:

• LinkedIn: https://www.linkedin.com/in/curtiscorrell/
• Company website: https://www.healthcare.com/
• HealthCare Pharmacy: https://pharmacy.healthcare.com/

Shout Outs:

• Cal Newport
• Shadow Divers by Robert Kurson
• The 4-Hour Workweek by Tim Ferriss

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/yrHEaYUfki0

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/

Gathered together in this special episode are some of the best insights from some of the greatest leaders in the marketing world. These four women share their most valuable marketing knowledge which has helped them in their roles as CMO at four great companies. Kristi Melani, the CMO of Telesign, explores how and why marketers can replace dead benchmarks. Anna Griffin, the CMO of Intercom, shares how sales and marketing are merging and what it means to the future of your company's growth. Stephanie Moritz, the CMO at the American Dental Association, discusses how curiosity can be your competitive advantage. Amy Barzdukas is the CMO of WiTricity and breaks down why your brand is so important to every part of your marketing.

Takeaways:

• Marketers need to figure out what they want to measure and then the equation to measure that. This should encompass more than just one aspect for marketing success to be measured on.
• With the enormous growth opportunities opened by the rise of the internet, the lines between sales and marketing have begun to blur. Selling happens across the entire customer lifecycle, which means two departments need to work in tandem.
• Successful organizations are built on curiosity. Their cultures reward asking why and discovering new ways to do things.
• A big part of creating a culture of curiosity comes down to understanding your employees and internal customers along with infusing opportunities to be creative into your meetings.
• Your brand is so much more than making the company look pretty. The brand influences product decisions, pricing decisions, your make or buy strategy, marketing mix decisions, and so much more than just the accent colors or the H1 font.
• You need to really understand your customer when developing your brand because great brands are polarizing.

Links:

• Anna Griffin LinkedIn: https://www.linkedin.com/in/annahgriffin
• Website: https://www.intercom.com/
• Anna's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-50/
• Kristi Melani LinkedIn: https://www.linkedin.com/in/kristi-melani-9752a81/
• Website: https://www.telesign.com/
• Kristi's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-56/
• Amy Barzdukas LinkedIn: https://www.linkedin.com/in/amy-barzdukas/
• Website: https://witricity.com/
• Amy's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-39/
• Stephanie Moritz LinkedIn: https://www.linkedin.com/in/stephanie-crase-moritz-9567926/
• Website: https://www.ada.org/
• Stephanie's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-3/

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/A-uySha4JLk

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/

This is a special episode because we are featuring segments from 4 brilliant, industry-leading performance marketers that were previously on the show! You'll hear incredible insights from Larry Kim, the Founder & VP Marketing at MobileMonkey, Jay Abraham of The Abraham Group, Dennis Yu, the CEO and Co-Founder of BlitzMetrics, and Eric Carlson, Co-Founder and CEO of SweatPants Agency. Get a pen and paper ready, because there are so many great ideas coming from these marketing thought leaders!

Takeaways:

• The #1 reason someone will click & buy from you is whether they've heard of you before — brand-aware cohorts are 3-5X more likely to engage with your ads, organic listings & emails.
• The algorithms have evolved to quantify traditional brand signals as measured by peoples' propensity to trust, open, click & buy, then reward those signals.
• The best way to drive conversions is to never talk about yourself, instead, you should only have your clients and friends talk about you. This is how you build credit and establish authority through a 3rd party.
• If you want to sell to a certain customer base, look at who they respect and then interview those people. When the target group sees you and the person they respect together, they will come to respect and follow you as well.
• The most underutilized asset for most people is the realization that there are tons of other people, influencers, media, and indirection competitors that have already worked hard and spent a fortune to have a very tight relationship with the same audience you want.
• Think of marketing and sales in terms of conventional and unconventional thinking. Conventional thinking lowers your risk and involves looking at what other players in the industry are doing (how their websites are set up, how their ads look, etc.). Unconventional thinking is what actually gives you an alpha.

Links:

• Larry Kim LinkedIn: https://www.linkedin.com/in/larrykim/
• MobileMonkey Website: https://mobilemonkey.com/
• Larry's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-27/
• Jay Abraham LinkedIn: https://www.linkedin.com/in/jayabrahamofficial/
• The Abraham Group Website: https://www.abraham.com/
• Jay's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-28/
• Dennis Yu LinkedIn: https://www.linkedin.com/in/dennisyu/
• BlitzMetrics Website: https://blitzmetrics.com/
• Dennis' Full Episode: https://www.webmechanix.com/performance-marketing-insiders-episode-67/
• Eric Carlson LinkedIn: https://www.linkedin.com/in/ecarls1/
• Sweatpants Agency Website: https://sweatpantsagency.com/
• Eric's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-49/

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/7IGQPK9n2Ik

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/

The world of digital marketing and hyper-targeted ads is always changing, but today's guest has some insight into what could be around the bend. Alex Kukich is a uniquely experienced sales and marketing leader and the CRO at WITHIN. Alex shared what the landscape of digital advertising could look like in the future, the advertising alternatives to Google, and what a world without cookies would look like for advertisers.

Takeaways:

• No one really knows where the future of cookieless digital advertising is going. Even those at Google and other data giants aren't sure of what's next which leads to their constant iterations and delays.
• Cookies are used to track the activity of internet users across websites to build out a profile of each user's interests. Companies can then pay to serve targeted ads to specific profiles based on their past search activity.
• For example, if someone was searching for Ford pickup trucks, Ford could serve them ads not just for Ford, but Ford pickups, and even Ford dealerships with pickup trucks in that user's area.
• Because of legislative changes in Europe and the US, companies like Google need to develop a compliant way for digital advertisers to be able to target while not jeopardizing users' personal data.
• In preparing for cookie-less advertising, companies like The Trade Desk are working with partners outside of Google to create a platform that uses the email addresses of different website users to track activity so they can place targeted ads in front of the right users.
• One of the issues that the coalition that The Trade Desk put together is whether users will be willing to sign in to all of the sites they visit and how this may impact privacy concerns.
• The platform that The Trade Desk and others are building will be open-source technology which gives advertisers and technology companies alike the ability to continue innovating how they target ads for users.

Quote of the Show:

• "Nobody really knows where cookieless advertising is going" - Alex Kukich

Links:

• LinkedIn: https://www.linkedin.com/in/alexkukich/
• Company website: https://within.co/

Shoutouts:

• Scott Ferber - CEO of Videology
• The Trade Desk - https://www.thetradedesk.com/us
• Extreme Ownership by Jocko Willink
• Rich Dad Poor Dad by Robert Kiyosaki
• Miracle Morning by Hal Elrod
• The One Thing by Gary W. Keller and Jay Papasan

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/_6NNStYTlis

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/