The Revenue-Driven CMO

This episode is a little special because we are featuring segments from 4 amazing, industry-leading CMOs that were on the 3-Minute Marketing Podcast! You'll hear amazing insights from Kipp Bodnar, HubSpot's CMO, Udi Ledergor, Gong's CMO, Grant Johnson, Emburse's CMO, and Kevin Alansky, Jedox's CMO. Buckle up for this blast from the past and get ready to learn!

Takeaways:

• The advent of Web3 opens so many avenues for the future of marketing. With technology like Ethereum, the offers that marketers will be able to provide prospects for things like completing demos can become incredibly enticing.
• Udi Ledergor's 5 Tips for Marketing success are: 1) Strategy before tactics, 2) Don't produce anything you wouldn't want to consume, 3) Don't wait for Inbound to come in, start outbound your first day on the job, 4) Never compromise on the people you hire, 5) Don't obsess about measurement, do what's best for the brand.
• While CMOs have a seat at the table, they often lack the influence that they need to do their jobs effectively and help the company grow. CMO should serve as advisors to the CEO and that only happens when they become Chief Growth Orchestrators.
• Breaking it down further, Chief means that you should have a considerable amount of influence. Growth relates to your use of multiple channels to drive business. An Orchestrator brings everything together, they run meetings and align strategic objectives.
• The first 90 days are so critical to succeeding in your role as a CMO! While the process of getting started can be hard, keep in mind that you are being closely monitored by the CEO, Board, and other executives. Consider this period to be an extended interview.
• When you're just starting as a CMO, get close to the business and your team by scheduling regular one-on-ones. This will help you not only learn more about the business, but you'll also build strong relationships with everyone on your team.
• Along with building trust with your team, you need to build trust and align objectives with the sales team. Make sure you are providing them with what they need and vice versa.

Links:

• Kipp Bodnar LinkedIn: https://www.linkedin.com/in/kippbodnar/
• HubSpot Website: https://www.hubspot.com/
• Kipp's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-35/
• Udi Ledergor LinkedIn: https://www.linkedin.com/in/udiledergor/
• Gong Website: https://www.gong.io/
• Udi's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-16/
• Grant Johnson LinkedIn: https://www.webmechanix.com/three-minute-marketing-episode-20/
• Emburse Website: https://www.emburse.com/
• Grant's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-20/
• Kevin Alansky LinkedIn: https://www.linkedin.com/in/alansky/
• Jedox Website: https://www.jedox.com/en/
• Kevin's Full Episode: https://www.webmechanix.com/three-minute-marketing-episode-31/

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/5PS_6YIM_cA

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 helps the most prominent brands and celebrities make their content go viral through organic social media. The brands they have worked with include MTV, IKEA, and Vice Magazine. They have also worked with celebrities like Taylor Swift, Rihanna, and Adriana Lima on their digital strategy. Brendan Kane is the Managing Partner of Hook Point and the author of OneMillionFollowers and Hook Point: How to Stand out in a 3 Second World. Brendan reveals how you can increase your social traffic, tell better stories through your content, and what social media algorithms actually want from your content.

Takeaways:

• There are over 200 billion messages sent daily through social media platforms. The only way your content won't be swept immediately is if you understand how the algorithms work and create great content.
• Social media algorithms are designed to increase user retention so users will remain on the platform longer and are served more ads. Algorithms are looking for content that can grab people's attention and hold it for a period of time.
• Traditional content that is created with a specific message for a specific audience does not mesh with the social media algorithms of today, which means it will have decreased organic traffic.
• The real key to growing organic traffic is to take a generalized approach to content creation that can make anyone interested in the subject matter while using the subtext to play to your core audience
• Two great examples of this approach to content creation are Graham Stephan and ClearValue Tax. Both cover "boring" topics that relate to their businesses but do so in the context of exploring larger topics that have some association with their expertise.
• Great social media content relies on effective storytelling and all of the nuanced elements that requires, such as pacing, tonality, tension, and editing.
• One of the biggest elements of storytelling is building tension. Similar to the game, Jenga Theory is built around the fact that you know the end outcome, but not when or how it will happen. With each block that is removed, there is a build-up and release of tension.

Quote of the Show:

• " You have to grab attention and hold attention for as long as possible in order to go viral" - Brendan Kane

Links:

• LinkedIn: https://www.linkedin.com/in/brendanjkane/
• Personal website: https://brendanjkane.com/
• Company website: https://hookpoint.com/
• OneMillionFollowers: https://onemillionfollowers.com/
• Viral Trends Community: https://goviral.hookpoint.com/

Shout outs:

• ClearValue Tax - YouTube Channel
• Graham Stephan - YouTube Channel
• Alex Stemplewski - TikTok Creator

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/X4GvcZ_d4wo

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/

It's too easy to get disconnected from the core processes of a company as it grows, but it's imperative that you stay in contact with that baseline and the people carrying out the processes. Today's guest is a master performance marketer and entrepreneur who had built and sold multiple companies by the age of 33. Josh Harris is the Founder of Agency Growth Secrets and a veritable fountain of knowledge. Josh explains the importance of establishing your baseline, what effective management looks like in scaling companies, and where the future of marketing is headed.

Takeaways:

• It's crucial to establish a strong baseline understanding of what your role is in order to become competent enough at something to excel beyond the standard. When you move away from this competency, issues arise from a lack of competency or process change.
• When you become disconnected from the processes and operations of the company, the best way to learn about how to fix problems is to go and work directly with the people involved in the processes. This gives you a 360-degree view of the problems.
• While it's important for executives to buy their time back, they should also be looking for ways to buy their employees' time back.
• The two keys to reconnecting with the baseline are to establish a culture where you are investing in your employees' success and to shadow their work.
• If you empower your employees to troubleshoot issues before escalating them to you, you'll find there are very few things coming across your desk.
• A few ways to shadow your employees include physically watching them work, watching their shared screen through Zoom, and using screen recording software.
• When observing your employees, it's important to emphasize that you're sold on them as a person and that you're just trying to optimize their workflow.

Quote of the Show:

• "Yesterday's advantage is today's prerequisite to success" - Josh Harris

Links:

• LinkedIn: https://www.linkedin.com/in/agency-training/
• Instagram: https://www.instagram.com/joshharrislife/?hl=en
• Twitter: https://twitter.com/joshharrislife
• Company website: https://aisales.systems/
• Company website: https://aigrowthsecrets.com/

Shoutouts:

• How to Win Friends and Influence People by Dale Carnegie
• Man's Search for Meaning by Viktor Frankl
• The 4-Hour Workweek by Tim Ferriss
• Tribe of Mentors by Tim Ferriss
• Tools of Titans 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://www.youtube.com/watch?v=P_aCsWSNufk

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 is full of neatly crafted messages, fine-tuned for specific personas but the reason so many marketers have trouble getting their message across is the vast amount of other noise they have to compete with. Today's guest not only knows how to cut through that noise but is also a creative and tactical marketing leader. Alex Kelly is the Director of Digital Marketing at Ceros and an expert in his craft. Alex shares why your message isn't getting the traffic it deserves, how to improve your campaigns overall, and what your events need in order to stand out.

Takeaways:

• Your message is not the medium. While crafting your message is very important, marketers should also focus on making sure that message is being seen.
• It's crucial to make your message grab your target's attention and part of that comes down to exploring new mediums to deliver your message.
• Part of the strategy to create an attention-grabbing campaign is to invest time into the design and visuals. This will make help break through the overcrowded noise that your target market deals with.
• Because so many marketers are following the same digital marketing playbook, your strategy itself has to stick out in order to reach the right people.
• You need to involve designers early on in the process of crafting your strategy. Designers look at content in a very different way than marketers and to stick out, you need their perspective when planning out your next campaign.
• Intertwining your events and digital marketing content can create very immersive and interactive experiences that are great for delivering your message, ensuring your message is understood, and building your brand.
• If you are utilizing events heavily in your marketing, think about how you can design an experience at your booth that really sticks out. For example, what are the different ways that you can physically represent your message?

Quote of the Show:

• "Your message does not mean a thing if nobody's paying attention" - Alex Kelly

Links:

• LinkedIn: https://www.linkedin.com/in/alexjohnkelly/
• Company website: https://www.ceros.com/

Shout outs:

• Abbey Schuyler - WebMechanix Creative Team Lead
• Behind the Cloud by Carlye Adler
• The Five Dysfunctions of a Team by Patrick Lencioni
• Wizard's First Rule by Terry Goodkind

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/KbVFB7Cmz38

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/

Too many B2B companies are missing out on 360-degree search-based affiliate marketing, however, today's guest knows all about how to find success with affiliates. Charles Groome is a marketing and advertising leader and the Vice President of Marketing at Biz2Credit. Charles shares how to start working with affiliate partners, how to double your performance without doubling your costs, and how to uncover new marketing opportunities.

Takeaways:

• Affiliate marketing is an extremely profitable channel for marketers because it is completely performance-driven. The new crop of affiliate marketers have built on what came before them and are now able to achieve great results.
• One of the reasons many brands don't utilize affiliate marketing is because it is not talked about as often as something like search. However in certain spaces, especially in B2B, it can be very effective.
• When set up right, your affiliate marketing can build brand reputation, drive direct traffic, and have the affiliate partners bidding based on performance.
• While influencer marketing gets all the buzz, it's almost the same concept as affiliate marketing, just without driving the performance results. This is why in B2B, influencer marketing can be a real waste of time.
• When setting up your affiliate program, check your own search accounts for the websites that show up on your keywords. These websites are already paying to be there and are a natural affiliate opportunity because you can get the traffic that they're paying for.
• Find the top 3 potential partners and negotiate with them in parallel to determine the market rates and effective CPC. Also, be open to affiliate partners that have organic offerings additionally because these can be very profitable as well.
• You need a direct relationship with the affiliate and access to their marketing department so that you can set up the attribution to track your ad spend. Getting an API integration between your CRM and the affiliate's could be the best investment that you make for affiliate marketing.

Quote of the Show:

• "The marketing department, to me, is really the brain of the company. It's about thinking through what is the company trying to say, how are we trying to convey that, and what's the best way for us to actually get that done" - Charles Groome

Links:

• LinkedIn: https://www.linkedin.com/in/charlesgroome/
• Twitter: https://twitter.com/CharlesGroome
• Personal website: http://charlesgroome.com/
• Biz2Credit website: https://www.biz2credit.com/
• Biz2X website: https://www.biz2x.com/

Shoutouts:

• Impact - Affiliate Marketing platform
• Brand Thinking by Debbie Millman

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/wt9eJL07ycI

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/