The Revenue-Driven CMO

Your company could be using the 1st-party data it already has to uncover incredible insights into its customers and what they actually want.

Elise Berger is the Head of Performance and Direct Marketing at Earnest and a performance marketing badass that has led marketing efforts for other great companies like GE and Showtime. Elise shares how to make better use of your 1st-party data to drive your marketing, what resources are available to performance marketers regardless of their budget, and what lies at the core of performance marketing.

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

Takeaways:

* Marketers need to use 1st party data for more than just reporting or attribution. By starting with the consumer, you can use that same 1st party data in your segmentation, analysis, and decision-making.

* In order to really learn and discover insights from your 1st-party data, you need to invest the time and money into your Customer Data Platform (CDP) infrastructure along with other data such as demographic and psychographic data.

* Using Dstillery is the first step on the roadmap towards your company implementing CDP and will provide you with not just who to target but also how to make your campaigns more effective.

* Dstillery is a pixel that you can put on any of the pages on your site that will enrich your analytics with qualitative data referring to the users affinity segments, their path to visit, their path to conversion, and demographic data.

* Performance marketing is so much more than getting cheap CPM on social media, it’s really about driving short terms sales and building a long term brand using data.

* As a marketer you need to understand people along with the industry you’re in and how it’s changing. In doing so, you end up having to take on the role of a psychologist, budget analyst, accountant, researcher, etc.

* The importance of research for marketers cannot be understated because the only way to know what’s coming next and how to adapt to it is to spend time researching.

Quote of the Show:

* “Brands are not using their 1st-party data in any type of meaningful way” – Elise Berger

Links:

* LinkedIn:https://www.linkedin.com/in/elisemeirama/

* Instagram:https://www.instagram.com/emeirama/?hl=en

* Company website:https://www.earnest.com/

Shoutouts:

* Dstillery –https://dstillery.com/

* Digiday – Digital marketing publication

* Emarketer – Marketing resource

* Statista – Marketing resource

* Noun Project – Icons

* Pexels – Free Stock imagery

Ways to tune in:

* Amazon Music:https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic

Your company could be using the 1st party data it already has to uncover incredible insights into its customers and what they actually want. Elise Berger is the Head of Performance and Direct Marketing at Earnest and a performance marketing badass that has led marketing efforts for other great companies like GE and Showtime. Elise shares how to make better use of your 1st-party data to drive your marketing, what resources are available to performance marketers regardless of their budget, and what lies at the core of performance marketing.

Takeaways:

• Marketers need to use 1st party data for more than just reporting or attribution. By starting with the consumer, you can use that same 1st party data in your segmentation, analysis, and decision-making.
• In order to really learn and discover insights from your 1st-party data, you need to invest the time and money into your Customer Data Platform (CDP) infrastructure along with other data such as demographic and psychographic data.
• Using Dstillery is the first step on the roadmap towards your company implementing CDP and will provide you with not just who to target but also how to make your campaigns more effective.
• Dstillery is a pixel that you can put on any of the pages on your site that will enrich your analytics with qualitative data referring to the users affinity segments, their path to visit, their path to conversion, and demographic data.
• Performance marketing is so much more than getting cheap CPM on social media, it's really about driving short terms sales and building a long term brand using data.
• As a marketer you need to understand people along with the industry you're in and how it's changing. In doing so, you end up having to take on the role of a psychologist, budget analyst, accountant, researcher, etc.
• The importance of research for marketers cannot be understated because the only way to know what's coming next and how to adapt to it is to spend time researching.

Quote of the Show:

• "Brands are not using their 1st-party data in any type of meaningful way" - Elise Berger

Links:

• LinkedIn: https://www.linkedin.com/in/elisemeirama/
• Instagram: https://www.instagram.com/emeirama/?hl=en
• Company website: https://www.earnest.com/

Shoutouts:

• Dstillery - https://dstillery.com/
• Digiday - Digital marketing publication
• Emarketer - Marketing resource
• Statista - Marketing resource
• Noun Project - Icons
• Pexels - Free Stock imagery

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/2CikRfquU34

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 week’s episode is a little special because it’s an excerpt from The Growth Clinic, WebMechanix’s weekly community call where we feature marketing leaders and cover the most important topics in marketing.

This week’s expert is the Paid Social Manager at WebMechanix, Ben Lisca. Ben came from the world of affiliate marketing and has a wealth of knowledge when it comes to using TikTok in your advertising. You’ll hear about optimizing your ROAS, how to make great TikTok ads that convert, and what tools to use to inform your ads.

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

Takeaways:

* TikTok has surpassed Facebook and Instagram for the most time on the platform. TikTok also outperforms all other social media platforms in driving engagement and spontaneous actions, such as unplanned purchases.

* Compared to other platforms, TikTok provides extremely engaged traffic that’s more likely to approach and spend higher amounts of money while also being it’s cheaper to get in front of.

* Because of the way TikTok’s algorithm works, you can hyper-target ads to specific hashtags and niches. Based on those hashtags, you are able to show people the ads they want to see and the products they might need.

* The best-performing ads appear similar to the native content on the platform. For example, for a product, it’s probably best to show a review of the product.

* One of the biggest learning curves is realizing that for TikTok, it’s better for your ads to resemble user-generated content than professionally produced content.

* You need to constantly upload new ad creative onto TikTok because the algorithm will place recycled ads lower in the feed which produces lower engagement. You can add a new intro to the same video and TikTok will consider it new content.

* While TikTok recommends using ads between 21 and 34 seconds in length, you should test different lengths for your ads which can be anywhere from 5 to 60 seconds long.

Quote of the Show:

* “The best ads on TikTok don’t look like ads” – Ben Lisca

Links:

* Twitter: https://twitter.com/WebMechanix

* LinkedIn: https://www.linkedin.com/in/ben-lisca-22509547/

* Company LinkedIn: https://www.linkedin.com/company/webmechanix/

* Website: https://www.webmechanix.com/

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.

This week's episode is a little special because it's an excerpt from The Growth Clinic, WebMechanix's weekly community call where they feature marketing leaders and cover the most important topics in marketing. This week's expert is the Paid Social Manager at WebMechanix, Ben Lisca. Ben came from the world of affiliate marketing and has a wealth of knowledge when it comes to using TikTok in your advertising. You'll hear about optimizing your ROAS, how to make great TikTok ads that convert, and what tools to use to inform your ads.

Takeaways:

• TikTok has surpassed Facebook and Instagram for the most time on the platform. TikTok also outperforms all other social media platforms in driving engagement and spontaneous actions, such as unplanned purchases.
• Compared to other platforms, TikTok provides extremely engaged traffic that's more likely to approach and spend higher amounts of money while also being it's cheaper to get in front of.
• Because of the way TikTok's algorithm works, you can hyper-target ads to specific hashtags and niches. Based on those hashtags, you are able to show people the ads they want to see and the products they might need.
• The best-performing ads appear similar to the native content on the platform. For example, for a product, it's probably best to show a review of the product.
• One of the biggest learning curves is realizing that for TikTok, it's better for your ads to resemble user-generated content than professionally produced content.
• You need to constantly upload new ad creative onto TikTok because the algorithm will place recycled ads lower in the feed which produces lower engagement. You can add a new intro to the same video and TikTok will consider it new content.
• While TikTok recommends using ads between 21 and 34 seconds in length, you should test different lengths for your ads which can be anywhere from 5 to 60 seconds long.

Quote of the Show:

• "The best ads on TikTok don't look like ads" - Ben Lisca

Links:

• Twitter: https://twitter.com/WebMechanix
• LinkedIn: https://www.linkedin.com/in/ben-lisca-22509547/
• Company LinkedIn: https://www.linkedin.com/company/webmechanix/
• Website: https://www.webmechanix.com/

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/pxJUZpOEKCc

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/

You need to protect your brand, which costs money but you’re overpaying!

Matt LeBaron is the Founder and CEO of Revvim. He’s a database architect turned growth marketer that has been involved in online startups since 1997.

In this episode, you’ll learn how to protect your brand better while spending less (particularly on search ads), how to combat conquest campaigns, and what new martech tools can be doing for your company.

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

Takeaways:

* Companies are spending way too much money on brand search. While you do need to protect your brand from competitors, because of the current technology available, you don’t have to spend as much.

* There is a large gap between the new marketing tech that is available and the solutions that marketers know are available.

* Competitors can and will run conquest campaigns at random times against your brand and you need to have a way to detect and combat them with your own ads.

* While your competitors can’t use your brand’s trademarked assets in Google Ads, they are still able to bid on any keywords they want. When competitors are bidding on your brand, you need to make sure you have ads running to block those.

* When you stop bidding on keywords because of a brand sensitivity test, competitors will sneak in and start bidding on them so you need to monitor the ad space.

* Even if you had the best engineers and they created a great tool, if you can’t productize it so people can simply and easily use it, then the product is done for.

* You don’t need a formal education to learn, especially now with so much amazing content available on YouTube.

Quote of the Show:

* “You’ve got everything you need to build a career on YouTube” – Matt LeBaron

Learning resources:

* The Art of War by Sun Tzu

* The Prince by Machiavelli

* The 48 Laws of Power by Robert Greene

Links:

* LinkedIn: https://www.linkedin.com/in/mattlebaron/

* Company website: https://revvim.com/

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:

You need to protect your brand, which costs money but you're overpaying! Matt LeBaron is the Founder and CEO of Revvim and the CEO of New Day Consulting, LLC. Matt is a database architect turned growth marketer that has been involved in Online Startups since 1997. You'll hear about how to protect your brand better while spending less, how to combat conquest campaigns, and what new martech tools can be doing for your company.

Takeaways:

• Companies are spending way too much money on brand search. While you do need to protect your brand from competitors, because of the current technology available, you don't have to spend as much.
• There is a large gap between the new marketing tech that is available and the solutions that marketers know are available.
• Competitors can and will run conquest campaigns at random times against your brand and you need to have a way to detect and combat them with your own ads.
• While your competitors can't use your brand's trademarked assets in Google Ads, they are still able to bid on any keywords they want. When competitors are bidding on your brand, you need to make sure you have ads running to block those.
• When you stop bidding on keywords because of a brand sensitivity test, competitors will sneak in and start bidding on them so you need to monitor the ad space.
• Even if you had the best engineers and they created a great tool, if you can't productize it so people can simply and easily use it, then the product is done for.
• You don't need a formal education to learn, especially now with so much amazing content available on YouTube.

Quote of the Show:

• "You've got everything you need to build a career on YouTube" - Matt LeBaron

Learning Resources:

• The Art of War by Sun Tzu
• The Prince by Machiavelli
• The 48 Laws of Power by Robert Greene

Links:

• LinkedIn: https://www.linkedin.com/in/mattlebaron/
• Company website: https://revvim.com/

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/BKYokoCQaa0

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/

Revamp your traditional sales strategies by evolving to the fast-paced digital world which runs on word of mouth.

Dennis Yu is a marketing thought leader, CEO and Co-Founder of BlitzMetrics, and co-author of The Definitive Guide to TikTok Advertising with Perry Marshall. Dennis shares what sales teams need to do to become more effective in today’s market, how to handle inbound and referral leads differently, and what marketing needs to amplify the company online.

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

Takeaways:

* 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.

* Your salespeople should not have “Sales” in their title. This will immediately make prospects shut down anything from that person because they don’t want to be sold to.

* When inbound leads and referrals come in, they need your expert help diagnosing and fixing their problems. They don’t need to be told how great you are! You don’t need to push the solution on them because it’s something they already want.

* Don’t talk about yourself, instead, elevate others! When you speak well of another person, they will want to reciprocate and speak well of you.

* 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.

* To start incepting, you need to shift the mindset of your salespeople so they are perceived as experts who have interesting things to say and a personal brand. You also need marketing to drive inbound leads by putting out thought leadership pieces.

* Whenever your company has a good media mention, podcast interview, blog post, or LinkedIn post, the marketing team needs to repurpose it, cross-post it, and boost it. A great way to amplify your reach with these pieces is with a dollar-a-day strategy.

Quote of the Show:

* “Digital marketing is nothing more than an amplifier of what people are already saying about you” – Dennis Yu

Links:

* LinkedIn: https://www.linkedin.com/in/dennisyu/

* Twitter: https://twitter.com/dennisyu

* Facebook: https://www.facebook.com/dennisyu

* BlitzMetrics website: https://blitzmetrics.com/

* Dennis Yu’s website: https://dennis-yu.com/

* The Definitive Guide to TikTok Advertising: How to Access 1 Billion People in 10 Minutes!: https://www.amazon.com/Definitive-Guide-TikTok-Advertising-Billion-ebook/dp/B09XM4LB97

* Facebook Nation: https://www.amazon.com/Facebook-Nation-Total-Information-Awareness/dp/1493917...

Revamp your traditional sales strategies by evolving to the fast-paced digital world which runs on word of mouth. Dennis Yu is a marketing thought leader, CEO and Co-Founder of BlitzMetrics, and co-author of both The Definitive Guide to TikTok Advertising and Facebook Nation. Dennis shares what sales teams need to do to become more effective in today's market, how to handle inbound and referral leads differently, and what marketing needs to amplify the company online.

Takeaways:

• 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.
• Your salespeople should not have "Sales" in their title. This will immediately make prospects shut down anything from that person because they don't want to be sold to.
• When inbound leads and referrals come in, they need your expert help diagnosing and fixing their problems. They don't need to be told how great you are! You don't need to push the solution on them because it's something they already want.
• Don't talk about yourself, instead, elevate others! When you speak well of another person, they will want to reciprocate and speak well of you.
• 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.
• To start incepting, you need to shift the mindset of your salespeople so they are perceived as experts who have interesting things to say and a personal brand. You also need marketing to drive inbound leads by putting out thought leadership pieces.
• Whenever your company has a good media mention, podcast interview, blog post, or LinkedIn post, the marketing team needs to repurpose it, cross-post it, and boost it. A great way to amplify your reach with these pieces is with a dollar-a-day strategy.

Quote of the Show:

• "Digital marketing is nothing more than an amplifier of what people are already saying about you" - Dennis Yu

Links:

• LinkedIn: https://www.linkedin.com/in/dennisyu/
• Twitter: https://twitter.com/dennisyu
• Facebook: https://www.facebook.com/dennisyu
• BlitzMetrics website: https://blitzmetrics.com/
• Dennis Yu's website: https://dennis-yu.com/
• The Definitive Guide to TikTok Advertising: How to Access 1 Billion People in 10 Minutes!: https://www.amazon.com/Definitive-Guide-TikTok-Advertising-Billion-ebook/dp/B09XM4LB97
• Facebook Nation: https://www.amazon.com/Facebook-Nation-Total-Information-Awareness/dp/1493917390

Shoutouts:

• Perry Marshall - Author, Thought leader, and Business Consultant
• The AND Asset by Caleb Guilliams
• John Jonas - Creator of OnlineJobs.ph

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/wVLLYz9iwc4

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 on 3-Minute Marketing, I'm speaking with Erik Huberman. He's currently Founder & CEO at Hawke Media, a full-service Outsourced CMO that helps businesses realize their potential.

His firm works with some impressive logos, including Red Bull, Verizon, Evite, Planet Blue, Stories by Kelly Osbourne and many more. He recently released his book, "The Hawke Method", which reveals the marketing framework he's used to help over 4,000 brands soar to new heights.

So I asked him to break it down for us —

"What's the secret that's allowed you to help 4,000+ brands be successful with digital marketing?"

Show notes:

1. Awareness, nurturing and trust must be the "tripod" of your marketing strategy.

2. Awareness means creating new attention and customers for your product or service. Over time, you lose your existing audience so you need to constantly be refilling this "bucket."

3. Nurturing is what you do with the awareness you generate. What most marketers miss is that there's a consideration period for any purchase. If you're not nurturing, you're losing customers before they're ready to buy.

4. Trust is the third pillar, because 75% of consumers won't buy from a brand they don't trust.

5. If you haven't built a brand yet, third-party validations like testimonials, reviews and PR are critical to building trust with your market.

6. Over time, trust can come from your brand. Your brand is how you consistently show up in the market, for better or worse. Talking about how you show up or want to be perceived via a book or otherwise can help reinforce the brand image you want to convey.

Today on 3-Minute Marketing, I've got badass CMO Christian Campagnuolo (CMO at Revature) back for round 2! You can check out my first episode with Christian here.

This time, Christian shared his thoughts on a big topic for marketing leaders right now: staffing and retention. Specifically, "How do you find and keep great marketers, especially with all that's changed in the last couple of years?"

Show notes:

1. Competitive salary and benefits is still #1. But it works best when there's a plan and strategy you can justify it against. This gives employees a clear path to progress on in your company.

2. #2 is flexible work location. Post-COVID, talent is not restricted geographically anymore.

3. Hire one or two people that are really good, then hire an agency to support them and turn them into badasses.

4. #3 is stability. Potential hires want to know that the company will be around for a long time. While a "startup environment" seems fun, it's also risky.

5. To mitigate that risk, let your potential hires peek under the curtain at how your company is actually going to hit its goals. Also let them interview your long-time employees to understand why they've stayed with the company and sell the long-term vision.

6. #4 is growth. Help your hires understand both how they will grow in their role and how their department will grow around them.

7. According to a 2019 LinkedIn survey, 94% of respondents said they would stay at a company if it helped them learn and grow.

8. Set aside a professional development budget for each employee to give them the opportunity to invest in their own growth at YOUR company... instead of somewhere else.