The Revenue-Driven CMO

In this podcast episode, with Marketing Ops specialist Moni Oloyede, a marketing operations technologist. She has experience in Eloqua, Marketo, HubSpot, and Pardot. She works for Fidelis Cybersecurity.

Moni and I did an episode already. You might want to check episode 20 and listen to that one first, because we talk about the basics of marketing ops, marketing automation, and CRM, including the perils. Today, we’re going to go a deeper by talking about multi-channel marketing attribution and how to work back to the goal you need to hit.

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Transcript:

– [Moni] Get baselines, establish baselines, and then your company’s going to reach, want to reach some kind of target. Figure out what that is, and then work backwards from your baseline, and figure out how much you need to increase,

– Work backwards.

– [Moni] to get to that goal.

– Hey, you’re listening to More Than Marketing. I’m your host, Arsham Mirshah, joined again by Moni Oloyede.

– Perfect.

– I get it right?

– Nailed it!

– I love it, it’s a beautiful last name. Moni and I did an episode, if you are listening to this one you might want to go back to episode 20, and listen to that one first, ’cause we talk about marketing ops, and marketing automation and CRM and some, the perils and therein. Today we’re going to go a little deeper I think.

– Mm-hm, yeah.

– Yeah. Talk about other things that we’re seeing, and hopefully, give you some tips to take back to your companies. Moni, could I have you introduce yourself again, now?

– Sure, so, I am a marketing operations kind of specialist, marketing technologist is what I like to kind of refer to myself, but I’ve been in marketing operations almost my entire career. Started out with Eloqua, then moved over into learning Marketo, and HubSpot, and Pardot and a bunch of other tools, consulting, and then coming back in-house, but right now currently work for a cybersecurity company, running marketing operations for them.

– And I think it’s really interesting, I think we’ve talked about this on our first episode, that like, marketing ops, or marketing operations, it’s like, that role didn’t exist 10 years ago.

– No. No.

– Right?

– Exactly.

– And it’s cool, now it’s an actual, you see it all in the job boards, marketing ops and–

– Yeah.

– Companies are starting to realize.

– Starting to realize that. I think it’s across department actually I know, you have sales operations and HR operations, and–

– DevOps.

– DevOps, exactly. Wherever there’s sort of the technology, you need operations to kind of bring those things together.

– Thank you. Thank you, you nailed it. ‘Cause I was just about to ask, let me just ask, what is marketing op, why do we need marketing ops?

– Right. So–

– That’s where the technology is, you said.

– It’s where the technology is. And not only where the technology is, but making all, at certain point, if you have more than two technologies, they need to talk to each other.

– Yeah.

– Right? And connecting them, and making that as a seamless as a process as you possibly can.

– That’s a major trend that my partner and I are seeing, and are talking about, is that, you know, rewind 10, five, even five years ago, even a couple years ago, data was, and still is today but it, moving it forward won’t be, is siloed,

Welcome to another episode of the More Than Marketing podcast. If you want to hire marketers who know their stuff and aren’t going to give you the run-around, this episode is a must-listen. If you’re a CMO or VP of Marketing with a lot of experience in traditional marketing but not much experience in digital marketing, you’ll learn the right questions to ask a candidate to figure out if they know their stuff. That’s very important because it’s easy to pull the wool over a hiring manager’s eyes by throwing out the alphabet soup of digital marketing (“I know PPC, SEO, CRO, and UX.”).

Today’s guest is Luke Gracie. Luke is our Director of marketing services, and one of our most tenured folks (7+ years). We’ll be chatting about tips for recruiting fantastic digital marketing talent. He’s helped make many hiring decisions. He’s helped other companies hire talent. And he’s seen companies get burned numerous times for hiring the wrong person. You’ll learn how to avoid those mistakes.

Want more than this podcast episode? Scroll down to see Luke’s blog post about these topics.

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It isn’t easy to hire a digital marketer, even for those of us that live and breathe it. If you’re a seasoned CMO or VP of Marketing who hasn’t worked hands-on in the digital space, it can be even tougher.

What questions do you ask? How do you know if the answers are honest? Do the candidates actually practice this stuff and do it well, or did they just read a blog post? And why does every resume look like candidates are on a pogo stick hopping from company to company? 

And then there are even more common reasons why hiring a marketing team focused on digital can be tough:

* It’s easy for a candidate to talk the talk and confuse the interviewer with buzzwords and acronyms like SEO, PPC, CRO, GA, CTR, and GTM—it’s an alphabet soup.

* There’s a stereotype that younger is better because they’re on social media more often, so surely they get it—but that’s not always true.

* Most (not all) recruiters want to put butts in seats, and even they don’t know how to interview on actual skills. (If you’re looking for a good marketing-themed recruiter, check out CareerProfiles.com.)

* Even when interviewers ask for win stories, it’s easy for anyone to make tiny results look impressive by using percentages instead of absolute numbers and other tricks. Someone can easily cook up a “500% conversion lift” or an “80% reduction in CPA” tale. It’s all relative.

I’ve interviewed probably 100 people over the years at WebMechanix and have maybe only recommended 10–15% for hire—and these were screened candidates!

That’s how deceptive the talent pool can be. So what do you do?

Fear not… Here are six proven tips for hiring internet marketers without getting burned:

* If you don’t have the skills to screen for the right digital marketing talent yourself, find a partner you trust that knows more about digital. They’ll help you wade through that alphabet soup to find the perfect match. Certifications from Google Analytics, Google Ads, or HubSpot are meaningless. You don’t need to even have any experience at all on these platforms to earn them (and the exams are easy to cheat on—the answers are available online.)

* Use action commitments and sample assignments to gauge subject matter expertise, and have your trusted partner review each candidate’s submission. If a free trial run is a point of contention, simply pay them for the work.

Welcome back to the More Than Marketing podcast. We’re here with multi-billion dollar real estate legend, Dan Lesniak. He’s the best-selling author of The HyperLocal HyperFast Real Estate Agent: How to Dominate Your Real Estate Market in Under a Year- I Did it and so Can You! He’s also completed 13 marathons and five Ironman triathlons. We’re going to unpack some of the social media tactics he has used from Gary Vaynerchuk and Grant Cardone to explode his business.

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Transcript:

– [Dan] How much it costs to get in front of people on Facebook and Instagram, in terms of, like CPMs, and I was just blown away. Like, it was like $10 to get in front of 1,000 people.

– 1,000 people, yeah.

– All right, here we are. Another episode of More Than Marketing. I’m the host, Arsham Mirshah. Today, I’m joined by Dan Lesniak. Did I pronounce that right?

– [Dan] You did! Thank you.

– Lesniak, my pleasure. Dan, thank you so much for joining me. This is, this is awesome. You’re billion-dollar real estate agent, I assume that means you, you know, sold a billion dollars of real estate, yeah, your group?

– [Dan] Yeah. We’ve hit a few billion actually now.

– A few billion now, that’s so cool. I love that. Best-selling author of The HyperLocal HyperFast Real Estate Agent, How To dominate Your Real Estate Market In Under A Year. That’s pretty dang compelling… Title, if you ask me, especially if you’re a real estate agent or an aspiring one. And then, 13 marathons and five iron mans? Is that the right numbers?

– [Dan] Yeah.

– [Dan] Yeah, that’s, that is. I don’t know why I did that, but

– How do you find the time?

– [Dan] It’s just eliminate things that… Don’t serve your goals, don’t serve your vision, and, you know, there’s, people have got time everywhere, like-

– I agree.

– [Dan] Average American, I think, is four or five hours a day on social media on TV so.

– So you’re using that time more wisely, definitely. So that’s a feat in, in and of itself, and then U.S. Navy, before all the real estate, so thanks for your service, my man.

– [Dan] Thank you.

– And then Dan, just wanted to hear from you. Maybe tell us a little bit more what didn’t I cover in the intro? Because my understanding is, well, yeah. Go ahead. You tell me. My understanding is, you know, you use social media, and that’s what I want to cover, digital marketing, social media, to dominate your real estate market, and I really want to dig into that, today. But tell me about yourself in your own words.

– [Dan] Sure. Yeah, I’ll try to give you the quick version of how I got into real estate. You know, this was never something I thought I would be when I grew up or that I went to school with. I sorta grew up in that paradigm where my parents raised me to this belief that if you work hard in school, you can get into the next school. And if you work hard at that one, you go to the next one. And then you get a good job, and if you work hard there, you can go to another one, or maybe back to school and, you know, it all worked really well for me until it didn’t. Like you said, I did the Naval Academy, went to the Navy. I got my Master’s in Business Administration, MBA at Georgetown. I thought I would get out, go look for a big strategy consulting firm. At the time, I had just a government contracting job that was okay, but it just wasn’t super exciting for me. And I wanted something else.

Welcome back to the More Than Marketing podcast. We’re talking with Nichole Kelly today. She has over 20 years of marketing experience, and she’s seen it all. She has ran her own agency, worked in-house, and worked with start ups and big brands. We talk about how emotional intelligence and love-based marketing (rather than fear-based marketing) can lead to more productivity and online sales.

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Transcript:

– [Nichole] If you know that you are the social conditioning engine of the world that you live in, then I believe that that comes with some accountability. And that accountability is leave people better off than when they started.

– Hey, welcome back to another episode of “More than Marketing.” I’m your host, Arsham Mirshah. And today I’m joined by, none other than, Nichole Kelly. Hi, Nichole.

– Hello.

– Hey, good to have you.

– Thank you.

– So, Nichole, this is awesome. We’re talking emotional intelligence today. We’re gonna talk about what it means and how to kinda get in-tuned with it. But a little bit about Nichole real quick, I’ve known her for the better part of 10 years. She’s got the better part of 20 years of marketing experience, right, Nichole? You’ve been in, you ran your own agency, you’ve worked with big brands, you’ve worked in-house with start ups and the like. So you’ve seen it all.

– I have, big, small…

– Managed teams.

– Yeah, for sure.

– This emotional intelligence is kinda near and dear to your heart, as I understand it. Because over your time with working with teams, working with agencies, as an agency, you’ve seen and felt a lot, right?

– Yeah, I have. I learned how to feel, I would say.

– That’s interesting, see, I like that. And I think, if I am reading through this, you experienced more productivity out of the teams you worked with, and you experienced better results for the client or clients, when emotional intelligence was present.

– Right, it comes down to ultimately as leaders, we rely on the performance of our teams. And if we’re really efficient leaders, like I am, we tend to hire really intelligent, smart, highly productive people, right? People who are A players, as I like to call them. And when you’re doing with A players, A players are highly motivated, likely many times obsessive about their trade and they use what’s called flow state, in order to produce ridiculous results. And they may not understand that that’s what they’re doing, but it is what they’re doing. And scientific research is now showing that in the work place when teams are able to hit flow state, we have huge gains in productivity, huge gains in the ability to learn, huge gains in creativity and innovation. The things that we want as leadership from our teams. However, what I found, is that when you start to optimize flow state in your team it kinda has a downside to it. And it’s not talked about very often, you find this in in between the lines of the research. When they start talking about that flow state kicks up all of these creative chemicals in your brain that you dump, in order to get to flow state. And if you’re optimizing yourself for flow state on a regular basis, like I’ve worked on with so many teams, then what happens is that ultimately every day you come in and drop all of your brain’s chemicals that are responsible for regulating mood. And so when you drop all of those chemicals your body needs time to replenish it,

Welcome back to another episode of More Than Marketing. Today, we’re talking with Anthony Snively, our Operations & Training Strategist. Anthony has helped create a work environment which lead to WebMechanix winning Inc’s Best Places to Work award. In this episode, he spills the beans on how we created a desirable workplace and our secret sauce to attracting, retaining, and training our talent. We also discuss why it’s important to be a well-rounded digital marketer rather than one who specializes in one field and our Academy.

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Transcript:

– [Anthony] So you kind of want to knock down those walls in between departments and, you know, instead of looking at it as, you know, just paid search, just paid social, SEO, look at it holistically as digital marketing and different kind of pieces of the puzzle would do that sort of stuff.

– Hi, you’re listening to More than Marketing. I’m your host, Arsham Mirshah, and I’m joined today by Anthony Snively, hi.

– Hello, guys.

– And we’re talking about attracting, retaining, and training your marketing teams. Now, this is More Than Marketing, so, yeah, we talk about marketing trends and, you know, platform, things like that but, I think in marketing, Anthony, right, you have different skill sets and specialties. And even if you have T-Shaped Marketer, to get a campaign out, you need all these different skillsets. So, you’re gonna work with a team and if you’re a CMO, or a VP, or director, or a manager, or whomever, or just a marketer, working with other people. But this episode we’re talking about, you know, building a team, right? And Anthony, he came to us, he came and did our academy, so he learned a lot of the, you know, platform, you know, marketing, basics, if you wanna call it, and platform, right?

– Mm-hmm, yep.

– And then went on. Why don’t you tell it, what, tell me your experience.

– Yeah

– Yeah, so, I joined up with WebMechanix, I guess, like my senior year of college. So, came through when I really came on, I really wanted to do a lot of like paid social advertising when I came in, was really excited about that sort of stuff. Lo and behold, started messing around with paid social, kind of figured out that wasn’t what I necessarily wanted to do. You know, but what the academy gave me was having that solid understanding, I’d say, like of the 101 kind of–

– Foundation, baseline.

– Yeah, yeah, the foundation of digital marketing and everything that encompasses that. So, when it comes to recruiting, training, all of that, it makes it simpler to have somebody who actually understands, kind of the science behind it and can tell you what pay-per-click advertising actually means. What encompasses search engine optimization, whereas, you know, if you don’t have that foundation it can be a little tricky to understand it all.

– Yeah, so you’ve done everything from recruiting, to project management, operations, and I think the biggest part of your job here is you manage our training. And training programs. We have several different training programs here and you’re kind of at the center of administering those. And getting feedback on them, and you know, and all that. So, let’s talk to the CMOs, let’s tell them, like, hey, how do you, recruit and train? Because, you know, truth be told, if you’re a, even if you’re an experienced digital marketer and you’re switching jobs, there’s still some training,

Welcome back to another episode of More Than Marketing. Today, we’re talking with Moni Oloyede of Fidelis Cybersecurity. She has an MBA from Johns Hopkins, and she’s a master at marketing automation. You’ll discover a lot that’ll help with your marketing reporting. You’ll learn how to build clean, effecting marketing automation campaigns when you’re starting out and how to improve your tech stack so that your systems integrate seamlessly with eachother.

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Transcript:

– [Moni] It’s not about making it perfect out the gate, it’s making it scalable. Right? Because you have to grow into these tools. You’re not gonna just do one campaign and then shut the tool down and walk away. No, you’re going to do several campaigns.

– Hey, hey, welcome back to another episode of More Than Marketing. I am your host Arsham Mirshah, and I am joined by none other than Moni Oloyede.

– You got it.

– Yes.

– She is a marketing ops manager at…

– Fidelis Cybersecurity.

– Fidelis Cybersecurity. And I’m excited about this one, Moni, because you and I are cut from very a similar cloth. Both went to UMBC.

– That’s right.

– Go Retrievers.

– There you go, put it there.

– Let’s do this.

– I think we were there around the same time.

– Yeah. We had a little overlap.

– And I think, if I saw correctly, you studied like American Studies there?

– Mm-hm, yep.

– And then you went on…

– I did American Studies and then I interned for a cyber security company and then started working there. And then did my master’s at Johns Hopkins.

– Okay, master’s at John. So MBA?

– MBA in marketing, or masters in marketing.

– Oh masters in marketing? Okay that’s different than an MBA. Awesome, at Hopkins. Good for you.

– Yeah, I kind of knew I was gonna want to focus on marketing. No offense to like finance or the rest of them. I was like, yeah, I’m in marketing.

– Funny you say that. If I were to go back to school and do it all over, I’d go finance. Everyone touches money, no matter you’re a plumber or marketer or whatever. But we’re the same because I studied Bioinformatics at UMBC, American Studies. Neither of those are marketing.

– Nope.

– We’re both in marketing now.

– Exactly.

– You know what I’m saying, like?

– Yep. People were always like what are you going to do with that, be a teacher? I was like, nope, I don’t know.

– I don’t know.

– No I haven’t figured it out.

– That’s how I was too, it was like, the path is either research, or doctor for me. A lot more school, but we both ended up here, and I think it’s because of our personalities. You know, you’re extroverted, it seems, but you’re also analytical.

– That’s right.

– Right? And you knew that about yourself, figured it out or what?

– No, I actually I did one of those self assessment tests, I forget-

– Personality tests.

– Personality type tests and one of them obviously was like an analytical personality but I also like relationship building. So I was like, okay. Exactly.

– So I build relationships with numbers.

– Exactly, kind of fell into the perfect job for me.

– Good. Well I’m happy to hear that because marketing ops, this is like a,