The Revenue-Driven CMO

The Revenue-Driven CMO

By Chris MechanicBusinessEntrepreneurshipMarketing
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The Revenue-Driven CMO episodes

  • MTM Ep#7: Amazing user experience starts with authenticity with Suzanne Coblentz
    Today, I interview Suzanne Coblentz, the head of marketing at Go Ape. She has over 18 years of experience in marketing. She navigated the dynamic advertising landscape by challenging assumptions, staying on top of emerging technology, and putting the right process in place to fully leverage and replicate success. She is results oriented and an eternal optimist.






    Transcript:

    – [Suzanne] There’s facets of marketing that, you know, are a piece of your retention. So, you know, you do need to think when we talk about our funnel, you know, our funnel doesn’t end at that first step conversion. Your funnel is extensive.
    – Welcome back to another episode of More Than Marketing. I am your host, Arsham Mirshah, and I am joined by the lovely Suzanne Coblems?
    – Coblentz.
    – Coblentz.
    – I married into it.
    – Sorry. Cline is the maiden.
    – Yes.
    – I’m putting it all out there. Suzanne, we’ve known each other for a while and I saw, I looked at your LinkedIn, you’ve been– It’s like you go in-house to agency to in-house to agency and now you’re in-house again.
    – Yes.
    – You’ve seen it all.
    – I’ve seen it all.
    – Seen it all.
    – Worked both sides of the fence as they say.
    – Yep, exactly. And I think that’s really interesting for all our viewership ’cause it’s like, you know, you’re in your role now and in other roles you’ve used agencies but you’ve also been in agencies. You kind of know the hustle and bustle that is on that side.
    – I think it has advantages if you have agency experience. I also think it’s advantageous on the agency’s side to have brand experience. You better understand the pressures of your clients. You better understand the changes in budgets and how things can shift on a dime.
    – Yeah.
    – Which I think allow you to be a little more responsive to your client needs.
    – Right.
    – From the flip side–
    – I was gonna say as a client then, how–
    – Yeah, as a client you understand agency competency, you know what you’re going after.
    – Right, that makes sense.
    – You also have an eye on how to evaluate what you’re getting out of the relationship.
    – Sure.
    – I think there’s less subterfuge if you will.
    – ‘Kay.
    – You know what’s going on behind the scenes. You know a lot of things.
    – Yeah, that’s a good point.
    – Amazing things were done. But maybe within the last, I don’t know, 17 hours.
    – Right, right, exactly, it’s like, “Hey!” You know, nothing was done and then pop, you know. But I, and also you probably know that like the communication is key between client and agency because, you know, from the agency’s side, it’s like all this stuff is happening at the client but we may not know about it.
    – 100% I am publicly unusually transparent with my agency partners but I think it builds trust and again I think the operative word there is it’s a partnership or it should be a partnership.
    – I would agree.
    – And you have nothing to be gained if you put up barriers.
    – Sure.
    – They need to understand what your challenges are. They need to understand even what the unique pressures are for your team.
    – Yep.
    – Resource constraints, changes, turnover, all of those things.
    0 min
  • MTM Ep#6: Hungry for #1 rankings? You need the E.A.T framework with Alex Swope
    I’m joined today with Alex Swope. He’s a dear friend but also a resident SEO SME (Search Engine Optimization Subject Matter Expert) here at WebMechanix. Alex has years and years of experience under his belt dealing with tons of different clients, industries, and sizes. He’s seen it, he’s smelled it, and if your problem has to do with SEO, this is the guy to talk to.




    ??

    Transcript:

    – Google is paying very close attention to what it calls the concept of E, A, T, EAT. Welcome back, I’m Arsham Mirshah, your host. I’m joined with Alex Swope today, the Swopener. The, I’m not even gonna. He’s a dear friend but also a resident SEO SME. Probably the resident SEO SME (Subject Matter Expert in Search Engine Optimization), here at WebMechanix. Years and years of experience under his belt dealing with tons of different clients, different industries, different sizes. He’s seen it, he’s smelled it. If it’s Search Engine Optimization, this is the guy to talk to. And near and dear to my heart also because that was the first service line of our agency and therefore like the first kind of marketing channel that I learned, went really deep into. So I love this topic, and thank you for joining us today.
    – Yeah, absolutely, thanks for having me.
    – Of course, of course. So, well we wanna talk about Search Engine Optimization today. In particular, Google. Biggest search engine in the world, I think they have 70 or 75% of the search market share. So what they say goes. You know, what they say goes and you should probably listen to their guidelines. Speaking of their guidelines, can you tell us about their guidelines?
    – So this is crazy, so Google actually has a document. It’s 168 pages, it’s a PDF, and you can just download it. It’s available on the internet.
    – Free of charge.
    – Free of charge and it literally details what they consider high quality content and they go over a couple of concepts in there, but good thing to know about this, is this was written for humans to actually go through and evaluate websites manually. So you know they’ve got the Google algorithm, which is doing a lot of work behind the scenes.
    – Right.
    – But they also have, you know, folks going in and kind of like manually checking things and giving–
    – So hold on this was Google’s guidelines to it’s own kind of quality search team?
    – Exactly.
    – Search and span view, really?
    – Exactly, so–
    – I didn’t know all that, I thought it was for webmasters. I guess it could, webmasters could use it too.
    – No, no. No, and they have you know, different guidelines that they put out for that, but this is kind of like an internal document that Google put out for these folks, so it’s like a step by step guideline. You know, look for this kind of content and example of high quality this or that would be X, Y, Z. I’ve got examples of that.
    – Let’s zoom out a second Alex, right?
    – Okay yeah, sure, sure.
    – This is good, so I didn’t know that. I thought that they had put it out to webmasters like hey, you know, use this. Okay didn’t know that, it’s an internal document. 168 pages. Let’s make this podcast the TLDR, the too long didn’t read, because he read it. 168 pages, I did not, so he’s gonna TLDR it for me and for you out there. But first let’s talk about Google. They’re a search engine, they have a mission. Their mission is:
    – To organize the world’s information. That’s the number one thing that they care about. It’s not based around ads, although that’s where they get ton of revenue.
    0 min
  • MTM Ep#5: 5 personality traits of high-performing CMOs with Jeff Goldscher
    I’m interviewing Jeff Goldscher. He has done a bit of everything, from client side to agency side to running marketing agencies. For the last four years, he’s been an outsourced Chief Marketing Officer for companies, which gives him a unique perspective.




    ???

    Transcript:

    – There’s certain skills I think people need to have. The first one’s really people skills. I think you really have to understand people to be a good chief marketing officer. It’s little bit like being a great psychologist or a psychiatrist in addition to being a marketing leader.
    – Welcome back to another episode of More Than Marketing. I am your host Arsham Mirshah. I’m joined by Jeff Goldscher today. Jeff Goldscher, I’m gonna let you do the intro, but first I’ll say over two decades of experience marketing, most recently, playing outsourced Chief Marketing Officer. I know you’ve been in-house. Or no, you had your own agency.
    – I’ve done a little bit of everything. I’ve worked on the client side, I’ve worked on the agency side, I’ve had two different kinds of marketing agencies. The last four years, I’ve been essentially an outsourced Chief Marketing Officer for companies, which gives me a pretty unique experience.
    – That’s what I wanna talk about.
    – Okay. Well, we’ll get into it, but that’s what I find most interesting is you get that you need the experience. You describe it, I’m sorry.
    – No, it’s okay. You know we’ve worked together on many projects, you know me well. I think what’s really interesting is I get to come in from an outside perspective, work with these companies but really as their Chief Marketing Officer, understand what happens inside the company. So, I’m on the client side because I’m representing them, but on the same ways, my agency mentality also exists and to be able to take things I’ve learned on the agency side and really apply them inside multiple companies that I happen to be working with at the time. And in that process, really learn what it takes to be an excellent CMO as well as just a good agency person and a good leader.
    – Yep, I love that and I think that perspective obviously is very unique, but it’s also very valuable to the clients you work with, I imagine because you’re not… I don’t know how to say this. You’re not jaded by the potential politics, if I have to say it that way. So, obviously you can come in and you can talk marketing strategy and even full circle strategy, how marketing talks to sales and service and all that, but you can also talk organizational structure.
    – Correct. You can also give candid feedback on team members, I don’t know–
    – Correct, I can get involved in coaching and mentoring the staff, I coach and mentor leadership. I’m able to bring people together that wouldn’t normally have a reason to come together and talk across divisional lines. I have no incentive other than creating happy clients.
    – That’s it.
    – So, I’m able to really do things a lot differently than many other full-time marketing people and full-time staff members. But I’m part of the company, I’m not an outsider like an agency would be. So, it really does give you nice points of access to everything that goes on. It provides solutions that go way beyond just marketing.
    – So, with that experience, you have graciously put together a list–
    – I have a list.
    – You got a list. I have notes, I’m cheating off my notes.
    – It’s okay, but it’s really good content because if you’re a direct...
    0 min
  • MTM Ep#4: Using marketing automation to delight your customers with EJ White
    I’m joined today with EJ White, a senior strategist here at WebMechanix. He works with Shlomo Trachtenberg. They work heavily on B2C and B2B clients to optimize marketing automation, and that’s a hot space right now.




    ??

    Transcript:

    – When I think of marketing automation, I think of, I do think of work flows and email, but you’re making the point that, hey, it’s not just that.
    – Yeah, you can really get as complicated or as simple as you want.
    – Alright, welcome back to another episode of More Than Marketing. I’m your host Arsham Mirshah. I’m joined today with none other than EJ White. He’s a senior strategist here at WebMechanix. He works with Shlomo Trachtenberg, who’s been on some episodes in the past. You guys work heavily together on both B2C and B2B clients. You guys do a ton of marketing automation and that’s a hot space, hot MarTech, the intersection of marketing and technology is marketing automation, right. So I wanna talk about marketing automation today.
    – Sure.
    – I brought you in, ’cause I see you doing a lot with it and finding some really cool results for clients.
    – Yeah, absolutely.
    – So I figured we’d talk about it and we just find, see if we can help our audience. I think that our audience as directors of marketing, they’re VPs of marketing, CMOs, they wanna know about marketing automation, EJ.
    – Sure.
    – So let me ask you, you work in primarily B2C, but also in B2B.
    – Sure.
    – Tell me what you love about marketing automation.
    – Sure, so marketing automation is naturally a very broad area of marketing, but
    – Sure.
    – I find it to be one of the most fulfilling and kind of fun areas to be in right now.
    – Okay.
    – There’s never been a time when technology is so accessible. The economies of scale have brought the price down that it’s pretty much accessible to really anyone. No matter the size of your organization, B2B, B2C, pretty much any organization that I’ve come across can benefit from marketing automation, whether it’s–
    – Yeah, there’s so many providers out there, right?
    – Absolutely.
    – They all kinda cater to different ones like Infusionsoft, HubSpot, Marketo, those, you know, SharpSpring, to name a few.
    – We could have an entire episode–
    – Klaviyo, I’m just naming ’em, right? Entire episode of just naming them, that’s good.
    – And those are, you named a lot of the email marketing software. Even things like Privy, or OptinMonster, those play an important part.
    – Okay, yeah, yeah, good call.
    – Obviously Marketo, one of the bigger names, just got acquired by Adobe. But in all, it’s a lot of fun. So I do a lot of work in the e-commerce space, as you know, and so we’re using a lot of marketing automation in terms of user personalization. So in the e-commerce world, the transaction compared to the B2B world, tends to be a lot shorter.
    – Shorter, yes.
    – And a lot more spontaneous.
    – Yes, yes.
    – And so what we work really hard to do is really make that session or that experience as personal, as like one-to-one, as possible. So we can do that with a lot of ways. One of them is pricing, so figuring out user behaviors and maybe not necessarily showing them a custom price, but being able to give them coupons based on their behavior. You might not want to give everyone a coupon, but if you can see that somebody’s closer to conversion, you can automate the way they get special pricing.
    – Right, I like that.
    – Can help conversion rates.
    22 min
  • MTM Ep#4: Using Marketing Automation to Delight Your Customers with EJ White

    I'm joined today with none other than EJ White. He's a senior strategist here at WebMechanix. He works with Shlomo Trachtenberg, who's been on some episodes in the past. You guys work heavily together on both B2C and B2B clients. You guys do a ton of marketing automation and that's a hot space, hot MarTech, the intersection of marketing and technology is marketing automation, right. So I wanna talk about marketing automation today.

    22 min
  • MTM Ep#3: How to apply machine learning to your paid advertising strategy with Tyler Carson
    Today, I interview Tyler Carson, a senior strategist here at WebMechanix. He’s a subject matter expert on any digital platform that you can advertise on. If you want to run ads on Facebook, if you want to create Google Ads campaigns, — this guy knows how to do it.




    ?

    Transcript:

    – It’s not just “Who are these people that we want to be in front of? And how much budget do I have and how many leads do I have to generate? How many prospects do I have to generate?? It’s now, “How can I get in front of machine learning? Use it to the best of my abilities?” And I think that’s gonna be more with targeting.- Welcome back to another episode of More Than Marketing. I am your host Arsham Mirshah. I have with me today the beautiful NASA bound Tyler Carson. Tyler is a senior strategist here at WebMechanix He’s a subject matter expert as well on paid media. Pretty much anything that you can buy media online. If you can place an ad. If you can buy an email newsletter. This guy knows how to do it. He knows the best practices. He does it all day every day. I think in particular I would say your strongest suits are probably Google Ads, Facebook, Bing Ads.- Yup.
    – Do you agree?
    – Yeah.
    – So Tyler Carson is with me today. And we want to talk about machine learning. Big buzzword out there. I think it’s akin to big data. Five years ago, It was like big data. Big data. Oh my god, big data.
    – Everyone does it.
    – Everyone does it. Everyone wants to do it. Everyone does it. People do it without knowing they’re doing it, right? So machine learning is kind of that hot topic of today. So why don’t you give me, just tell me a little about machine learning.
    – So machine learning and big data they go hand in hand. Machine learning, the best way to think about it is the usage of big data in a lot of different aspects. I mean it affects our day to day too. Big data and machine learning as a consumer.
    – Yeah, give me an example of that.
    – Yeah, you’re using Spotify. If anyone here uses Spotify, then you’re gonna know that they’ll create a customized playlist for you based off of what you listen to in the past, what your friends are listening to, what they think you’re interested in, based off demographic data, and probably a whole bunch of stuff we don’t even get access to.
    – Love that.
    – There is that. I mean… Tweaking the SERP or the search engine result page for users that are using Google. Tweaking that using machine learning based off of what they think you’re gonna be most interested in. But also your past trends.
    – Past trends. Your location.
    – Your location, of course.
    – What they know about you.
    – Local. All of that fun stuff.
    – And then, the other one, which is another easy one to kind of internalize is Amazon.
    – Yeah.
    – You purchase something. What’s the next thing that you’re gonna see in your check out page?
    – The customers who bought this, also bought this.
    – Yup. Trying to get that upsell.
    – So trying to upsell you right there on the check out or on the cart page or on the product page. Yeah, so. What they’re doing is they’re, Amazon is looking at their huge set of data and they’re saying look, show me all. They’re telling the machine to find patterns and then, use those patterns in marketing or advertising, right? So, and by the way. Spotify, great example. I love that because that’s how I find new music.
    – Yeah. Discover weekly. The release radar is always good. And then, it gives you like the six day playlist
    – I just tell Google Home. I’m like, “Hey Google,
    21 min

About The Revenue-Driven CMO

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The Revenue-Driven CMO with Chris Mechanic helps B2B and B2C marketing leaders alike solve the new strategic issues they face in today's market. Through insight-filled interviews, we unpack the best marketing secrets of today's top Chief Marketing Officers and marketing experts. Learn how the best marketers in the business today are driving efficient revenue growth for their organizations.