The Revenue-Driven CMO

Welcome to another episode of 3-Minute-Marketing, where we interview some of the world's foremost growth and performance marketing leaders and distill their best knowledge into binge-worthy three-minute blocks of brilliance.

We're closing out 2021 with a bang — I'm very excited to have Kipp Bodnar with us today. Kipp is CMO at HubSpot, who we've worked with closely as long-time a HubSpot Diamond Partner. It's an honor to have him on the podcast.

I wanted to know what Kipp was excited and curious about lately. So I asked Kipp, "What are you reading right now?"

Kipp's answer got me jazzed up about Web3 and how the world of digital as we know it is about to change dramatically.

Show notes: 1. In Web2 you learned so you could earn, in Web3 you earn to learn. You have to participate and engage to get a physical return. 2. In Web2 you had to invest lots of time learning how things worked. Time-to-value is much faster in Web3. 3. Ethereum name service (ENS) was turned into a token. Instead of the ENS being a publicly held company like Facebook, it's a decentralized autonomous organization (DAO) in which the community votes for the direction of the organization. 4. In order to vote, you have to hold a token. And to hold a token, the organization has to create a token. If you want your customers to vote, you have to give them tokens. So a page was created where you can claim tokens. 5. Someday you may open up the HubSpot website and be offered a token in exchange for them to have the right to track your email opens, web traffic, etc. 6. You'll be able to exchange that token for direct monetary value or use it to vote on things within the HubSpot community. 7. 10-15 years from now having your own token might be fundamental in the same way that having your own website is fundamental today.

Welcome to another episode of 3-Minute-Marketing, the world's most binge-worthy marketing podcast, offering the highest value per minute. We talk to some of the leading marketing minds in the world and ask them for three-minute chunks of brilliance.

Today I'm super excited to have Susan Ganeshan with us. Susan is a superstar CMO in B2B circles and is currently with Clearwater Analytics. She was previously with Granicus and has done some fractional CMO work.

My question for Susan is, "what's the antidote to treadmill marketing?".

Show notes: 1. Almost every organization that Susan sees has what she calls a "gravitational pull to events". 2. Salespeople will often ask for one-off custom pieces and they truly believe that every client's unique. This is what Susan calls treadmill marketing. You're running really fast and producing pieces for the sales team, but you're going nowhere. 3. Susan has been able to transition many teams from what looks like a simple campaign into a series of premier campaigns. Instead of going to one event, hoping you find some leads, and not following up, you can transition that into a premier campaign. 4. In every marketing plan, there's room for premier campaigns and simple campaigns. 5. Susan starts with the sales team, asks them what's working, what challenges the customers have, and what themes they're going to march at for the next six months to a year. 6. She then partners with organizations to surround the premier campaign with a cornerstone asset, which all the other tactics are placed up against. This includes social posts, paid media, infographics, etc. 7. Pepper simple campaigns in between premier campaigns to keep the lead flow going.

Welcome to another episode of 3-Minute-Marketing, the podcast that's all about growth and marketing. We interview some of the world's foremost minds and ask them to give us 3-minute micro TED talks for your listening and snackable pleasure.

Today I'm super excited to have Alex Kukich on the line with me. Alex is actually a friend of mine in real life. He's a very impressive individual who was previously Head of Google Partnerships with Jellyfish, and is now CRO at WITHIN.

My question for Alex is, "how do you retain your marketing talent during the 'Great Resignation'?".

Show notes: 1. If you want to carry your business forward you need people who have bought into your mission, ethos, and ethics. 2. Now more than ever people are looking to feel human/connectivity with all of us working in very different places. 3. It wasn't long ago that if you weren't living in New York you couldn't work for a company like WITHIN, but that's changed. Remote work has taken over and it's impacted our sense of community and how we get work done. 4. Two years ago people were most concerned with benefits, salary, career progression, and title. Now, candidates are asking about what companies are doing for the community, how they're addressing diversity and inclusion, and how they support people who need help with their mental health. 5. Not only do you need to understand what people want individually, but you also need to have an offering that aligns with issues that are rising in importance. 6. Find out where people have been and where they want to go. Are they in alignment with what you're trying to build as a business? 7. You still need to find good human beings. If you find ethical people you'll be okay.

Welcome to another episode of 3-Minute-Marketing, where we talk to some of the world's best and brightest growth marketing leaders and boil it down into 3-minute micro TED talks for your listening pleasure.

Today I'm lucky enough to have Neal Schaffer joining me. Neal is a fractional CMO, international speaker, and author. He's also multilingual and speaks fluent Japanese. I'm super excited to meet him and have him on the show.

My question for Neal is, "how can marketers become unicorn generalists?".

Show notes: 1. A lot of people find their niche, and then they become an evangelist. Clubhouse and Google+ are good case studies. People equate their brand and reputation with a specific social network and end up not serving their audience. 2. People started to put Neal in an influencer marketing silo, with lots of companies reaching out to him. But those companies didn't even have an SEO strategy, they weren't blogging, doing marketing automation, etc. 3. There were a lot of other things they could be doing in the digital marketing realm to serve their customers that they weren't doing. 4. As a marketer, you need to be able to serve your employer, market, customers, and career. And the only way to do that is to "know a lot of things". 5. Being able to do a checklist of things as a marketer is the path to management or being an executive. Immerse yourself in it. Experiment with it in your own company or brand, or help a nonprofit. Those are the easiest ways to get actual experience in something different. 6. When you go to the doctor's office, they ask what symptoms you have, take some tests, and prescribe something. Every marketer should do things this way. Understand the strategy, objectives, how things can be measured, etc. Then you have all different types of medicine that can help you reach the objective.

Welcome to another episode of 3-Minute-Marketing, where we interview some of the world's foremost growth and performance marketing leaders and break it down into nice, snackable, three-minute segments for you.

I'm super excited to have Kevin Alansky with me today. Kevin is currently CMO of Jedox, but he's already known as a legend in the DC-Northern Virginia corridor of tech CMOs. Kevin had been at Blackboard, Cvent, Higher Logic, and more before landing at Jedox, and they're very lucky to have him.

My question for Kevin is, "how do you succeed in your first 90 days as CMO?".

Show notes: 1. The first 90 days are critical. They're sometimes referred to as the "honeymoon period", but a better way to think about them is as the extended interview. You go through a laborious and hard process while interviewing, but that should stop on day one. You're being evaluated by your CEO, board, and team in those first 90 days and you have to get a lot done. 2. Gaining alignment and trust are the most important factors. Are you setting up things well? Do you have the trust of the CEO, the rest of the executive team, and the marketing leadership team? 3. Get close to the business. Spend time in one-on-ones with your team so you can understand what's happening at the ground level and have a strong sense of what they're doing. 4. Ultimately, it's about setting up your quarterly plans. Make sure you set accurate targets and have the right alignment with the sales team. Set up the right cadences to be able to measure success and the performance of it.