The Revenue-Driven CMO

Today's episode features five outstanding women in marketing and highlights the secrets to marketing success they shared in a past episode. Jill Kellett is the Vice President of Product & Marketing at Root Insurance. Jill details her approach to evaluating and setting up a creative team for success and the six key competencies critical to successful creative teams. Tifenn Dano Kwan is the CMO of Amplitude and shares how to implement a potent Product-led Growth motion. Melissa Rosenthal is the Chief Marketing Officer at Insight Timer and discusses how to strategically use humor in B2B product marketing. Melissa Wright is the CSO and CMO of American Pacific Mortgage and discusses the impact of leading your team through radical generosity. Sydney Sloan is the first-ever CMO of Drata and shared the Five-part Alignment Framework for market evaluation and why segmentation is a critical part of any marketing strategy.

Jill Kellett's Links:

• Full Episode: http://revenuedrivencmo.com/how-to-build-your-creative-team-with-jill-kellett-vice-president-of-product-marketing-at-root-insurance

• LinkedIn: https://www.linkedin.com/in/jill-kellett/

• Personal Website: https://jillkellett.com/

• Root Website: https://www.joinroot.com/

Tifenn Dano Kwan's Links:

• Full Episode: http://revenuedrivencmo.com/how-to-make-your-plg-motion-pack-a-punch-with-tifenn-dano-kwan-cmo-of-amplitude

• LinkedIn: https://www.linkedin.com/in/tifenndano/

• Amplitude Website: https://amplitude.com/

Melissa Rosenthal Links:

• Full Episode: http://revenuedrivencmo.com/humanizing-b2b-marketing-with-humor-with-melissa-rosenthal-cmo-of-insight-timer

• LinkedIn: https://www.linkedin.com/in/melissarosenthal5/

• Insight Timer Website: https://insighttimer.com/

Melissa Wright Links:

• Full Episode: http://revenuedrivencmo.com/leading-with-radical-generosity-with-melissa-wright-cso-and-cmo-of-american-pacific-mortgage

• LinkedIn: https://www.linkedin.com/in/melissa-wright-b70bb58/

• American Pacific Mortgage Website: https://www.apmortgage.com/

Sydney Sloan Links:

• Full Episode: http://revenuedrivencmo.com/the-5-part-marketing-alignment-framework-with-sydney-sloan-cmo-of-drata

• LinkedIn: https://www.linkedin.com/in/sydsloan/

• Twitter: https://twitter.com/sydsloan

• Drata Website: https://drata.com/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1638785560

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9tb3JlbWFya2V0aW5nLmxpYnN5bi5jb20vcnNz

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/xMbEe-g3mCg

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest is TJ Waldorf, Chief Marketing Officer at OneWorldSync. TJ joins Host Chris Mechanic to discuss his journey from sales to marketing, emphasizing the importance of staying close to marketing fundamentals despite the allure of new technologies like AI. TJ also shares insights on the significance of direct customer engagement and maintaining a focus on basic marketing strategies.

Takeaways:

• Stick to the fundamentals of marketing, even with AI and shiny new tools. Engaging with customers, delivering the right message at the right time to the right people remains crucial.

• Sales and marketing are not isolated functions; they're deeply interconnected. Even as a marketer, it's essential to maintain direct contact with customers and understand their perspectives.

• Look for opportunities to learn directly from customers. For example, a CEO made a point of interacting with at least one customer daily and shared insights from these interactions company-wide. This fosters a customer-centric culture and ensures that the entire company is aligned with customer needs and expectations.

• Dedicate time each week to dive into customer feedback, like satisfaction surveys and NPS scores. This not only helps in understanding customer sentiment but also provides real, actionable insights that can guide marketing strategies and initiatives.

• Don't shy away from the 'basics' of your job, no matter how high you climb the ladder. Being involved in messaging and understanding the impact of marketing efforts through metrics like open rates and response rates is crucial. It ensures that your marketing efforts remain grounded and effective.

• Embrace tasks that don't scale. Sometimes, diving deep into the nitty-gritty aspects of your business, like manually reviewing how leads are managed in the CRM, can uncover valuable insights that automated processes miss.

• A mix of inbound marketing, community engagement, and a proactive sales development team can create a powerful revenue engine. It's critical to balance these elements and continuously evaluate their effectiveness.

Quote of the Show:

• "Get in front of customers, grab lunch, have dinners. Don't think that that's not part of your role because you're in marketing and not in sales. It really is part of our role." - TJ Waldorf

Links:

• LinkedIn: https://www.linkedin.com/in/tjwaldorf/

• 1 World Sync Website: https://1worldsync.com/

Shoutouts:

• Taking People With You by David Novak

• High Output Management by Andrew Grove

• The CMO Podcast: https://www.jimstengel.com/the-cmo-podcast/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/LveJh5zrO-8

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Our guest today has led marketing teams at a wide variety of brands, including B2B, B2C, startups, and Fortune 500 businesses. Patrick Reynolds is the CMO of BlueConic. Patrick joins host Chris Mechanic to explore how to actually help buyers in their research, how to carefully segment prospects without getting in their way, and what Customer Data Platforms enable marketers to do with data. Patrick also shares how marketers should be leveraging intent tools to cultivate a deep understanding of customer journeys. Additionally, Patrick sheds light on how to navigate the post-cookie era by using first-party data to deliver highly personalized experiences.

Takeaways:

• Be voracious observers of the marketplace and customer behavior. Understand that sometimes the most crucial insights come from simply watching and understanding your target audience.

• When creating your content, position your brand to be readily available without bombarding the potential customer with sales messages right away. Respect their research phase and present your brand as a helpful resource.

• Customize your marketing approach based on the phase your customer is in within their buyer's journey. The one-size-fits-all strategy does not work. Tailor your content and interactions to be useful and relevant according to the customer's current needs.

• Utilize intent tools to better identify potential customers in the research phase. Additionally, gather insights from current customers and closed-lost deals about their journey and decision-making process to refine your strategies.

• Implement self-selection mechanisms on digital platforms to segment your prospects based on things such as their industries and buying stage. Use content on your website or landing pages that allow potential customers to identify their own needs, industry, or stage in the buying process. This facilitates more personalized and relevant engagement.

• Marketers need to shift away from a transactional mindset in order to foster genuine, value-driven engagement. Ask customers what they want or need and provide them with exactly that.

• Be open and honest with prospects about your offerings, strengths, and how you compare with competitors. Sharing comprehensive information, including third-party analyses, empowers the customer to make an informed decision.

Quote of the Show:

• Regarding Spam outreach, "It's actually antithetical to the purpose of marketing, which is awareness, consideration, intent, desire, all those things. I just go, I don't want to ever hear from these jamokes again, because they just constantly harangue me." - Patrick Reynolds

Links:

• LinkedIn: https://www.linkedin.com/in/patreynolds/

• BlueConic Website: https://www.blueconic.com/

Shoutouts:

• Atomic Habits by James Clear

• James Clear's Masterclass: https://www.masterclass.com/classes/small-habits-that-make-a-big-impact-on-your-life

• Clayton Christensen

• Good to Great by Jim Collins

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube:

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest is a seasoned marketing professional with experience across major companies like PepsiCo, Visa, Expedia Group, LendingTree, and now at Savvy Matters. Shiv Singh is the author of Savvy, Editor of the Savvy Matters newsletter, and Co-Founder of the AI Trailblazers community. Shiv joins Host Chris Mechanic to share insights from his career path, the importance of zagging when others are zigging, and the evolving role of AI in marketing. He delves into how performance marketing is becoming commoditized due to automation and suggests that future marketers need to focus on brand building, loyalty, and product innovation. Shiv also discusses the potential for AI to change human interactions and emphasizes the importance of understanding psychology in the AI era. He advocates for a people-first approach to technology and suggests that SMBs could lead in adopting AI due to their agility.

Takeaways:

• Embrace your uniqueness and leverage it in professional settings. This mindset can inspire you and your team to think creatively without being afraid to explore unconventional ideas.

• The value of foresight in marketing cannot be overstated. Being able to anticipate trends and shifts before they happen gives a marketer a significant edge. Encourage your team to stay informed and perceptive to foster an environment where foresight is a common trait.

• If you are a marketing leader, you need to stay informed about AI but remember that technology alone is not a silver bullet. The integration of AI in marketing strategies should be thoughtful, enhancing human creativity and intuition rather than replacing it.

• Psychology will play a critical in future marketing efforts, particularly as AI becomes more integrated into our lives. Understanding human behavior and emotions will be pivotal. This highlights the importance of developing empathetic skills and psychological insights.

• Being curious and a lifelong learner should be prerequisites for any marketing role. Encourage your team members to pursue learning in emerging fields as this can lead to breakthroughs and innovation.

• Despite advancements in AI, the human aspects of marketing—empathy, understanding, creativity—will continue to be invaluable. This reaffirms the importance of cultivating these skills.

Quote of the Show:

• "One of the most important traits that a marketer can have is foresight." - Shiv Singh

Links:

• LinkedIn: https://www.linkedin.com/in/shivsingh/

• AI Trailblazers Website: https://www.aitrailblazers.io/

• Savvy Matters Substack: https://beingsavvy.substack.com/

• Book Link: https://www.amazon.com/dp/1940858720/

Shoutouts:

• Figure: https://www.figure.ai/

• Microsoft CoPilot: https://copilot.microsoft.com/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/Ff_ht_mJ9iY

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest has been called a force of nature and came up as a designer and art director. She gained extensive experience in retail and e-commerce world in digital marketing, serving in leadership roles at companies like Express and Lane Bryant. Jill Kellett is the Vice President of Product & Marketing at Root Insurance. Jill joins Host Chris Mechanic to detail her approach to evaluating and setting up a creative team for success and the six key competencies critical to successful creative teams. Jill also discusses the unique challenges of disrupting the insurance industry and the role of data science in Root Insurance's marketing strategies.

Takeaways:

• Use a comprehensive approach to assessing your creative team's structure through close observation over a period of 3 to 4 weeks. This involves individual and collective analysis to understand how each team member fits and contributes to the overall team dynamics.

• There are six core competencies each member of your team should have. These competencies; curiosity, disciplined problem solving, systems thinking, ability to disagree and commit, outcome orientation, and positive dynamics can apply to any team in the organization, not just creatives. Each competency serves as an indicator of an efficient and effective team player.

• Creative teams should have the freedom to ideate, conceptualize, and work on briefs even without explicit guidelines. This gives room for creativity and might lead to a better outcomes.

• The ability to professionally disagree and still commit to decisions made by the team is crucial for team progress and harmony. This involves accepting and working through decisions even if one doesn't fully agree with them.

• Being customer-oriented is crucial in marketing. In an industry where the experience is key, such as insurance, it becomes even more critical to focus on providing an excellent customer experience.

• Results and data play an important role in creative work. There is a shift in the art and science of marketing where the creative aspect is crucial, but so is understanding the performance and results from a data standpoint.

Quote of the Show:

• "We are seeing a huge shift in the artand science of marketing. As the science becomes more and more automated, creative is really the big lever." - Jill Kellett

Links:

• LinkedIn: https://www.linkedin.com/in/jill-kellett/

• Personal Website: https://jillkellett.com/

• Root Website: https://www.joinroot.com/

Shoutouts:

• The Five Dysfunctions of a Team by Patrick Lencioni

• Forbes Article mentioned: https://www.forbes.com/sites/85broads/2014/02/06/how-to-hire-curious-people-and-keep-curiosity-alive/?sh=1e75e20d94e3

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/64iuDfdgv_w

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest is an LGBTQ advocate, a motorcyclist who loves nature, and an empathetic marketing leader who believes in the power of data and collaboration. They are curious and adventurous, with a growth mindset and a passion for authentic connections. Tifenn Dano Kwan is the CMO of Amplitude, an Advisor to Madkudu, and an Executive Advisory Board Member at G2. Tifenn joins Host Chris Mechanic to share how to implement a potent Product-led Growth motion, why you need to be thinking about the LTV to CAC ratio, and how to start harnessing customer behavior data to drive growth.

Takeaways:

• Embrace the use of Product-Led Growth (PLG) with digital products. By focusing on the user experience, simplifying onboarding, providing freemium options, and ensuring end-user independence, businesses can drive engagement and loyalty.

• Prioritize efficiency and profitability by gauging the effectiveness of a campaign on the ratio of Lifetime Value (LTV) to Cost of Acquisition (CAC). It provides a quantitative measure to assess the efficiency of marketing channels and campaigns.

• Leveraging behavioral data can significantly help businesses in making informed decisions, improving customer experience, and thereby driving revenue, especially for companies using PLG.

• Understand the impact that marketing plays can make on customer retention. With increasing focus on profitability, retention becomes a key aspect in driving sustained revenue growth. Effective retention measures can lead to improved LTV to CAC ratios.

• Prepare your team and business for scalability. As businesses evolve, the systems and processes need to grow and adapt. It is key to ensure that the organizational structure supports scalable growth while maintaining the creative innovation of a startup environment.

Quote of the Show:

• "So in short, when you start thinking about Product-Led Growth, this is a mindset." - Tifenn Dano Kwan

Links:

• LinkedIn: https://www.linkedin.com/in/tifenndano/

• Website: https://amplitude.com/

Shoutouts:

• Patrick Lencione

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/P9oHKwYBP-Y

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest has shown over his 20 year career in this business to be a dynamic leader within the mortgage industry. During his career he's spent years in production as a nationally ranked, top 1% loan originator and organically created top-producing branches for large, national lenders. Alec Hanson is the CMO of loanDepot, author of Bypassed, and host of the Modern Lending Podcast. Alec joins Host Chris Mechanic to dive into the interconnected nature of sales and marketing, why LinkedIn is one of the most under-the-radar social media platforms for driving B2C growth, and how to empower your sales teams to create their own content.

Takeaways:

• Sales and marketing have a symbiotic relationship. By having a background in sales, you gain a unique perspective into customer behavior, enabling better-targeted marketing strategies that cater to customer needs effectively.

• Organic social media is a powerful tool for enhancing brand reach, especially if you prioritize customer-centric content. authenticity and prioritizing consumer interests in digital marketing efforts are critical. Engage with your audience on platforms where they are most active.

• It's crucial to be agile in responding to market changes, especially social media trends, emphasizing the significance of reading market signals and adapting promptly to maintain a competitive edge.

• Stay ahead of market trends by adopting a forward-thinking approach to strategy formulation, focusing on predictive analysis rather than reactive measures to anticipate market shifts effectively.

• Foster a culture of continuous learning and adaptation, don't fall victim to the fallacy of 'knowing it all'. Embrace humility and openness to new ideas, recognizing that continuous learning and market listening are essential for staying relevant and innovative in a competitive landscape.

• Some of the best-performing paid ads can come from repurposing your team's organic UGC (user-generated content).

Quote of the Show:

• "Sales and marketing are like two sides of the same coin. They're very different things, but they're very interconnected things." - Alec Hanson

Shoutouts:

• How to Win Friends and Influence People by Dale Carnegie

• Gary Vaynerchuk

• Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

• The Great Divorce by C. S. Lewis

Links:

• LinkedIn: https://www.linkedin.com/in/alec-hanson/

• Personal Website: https://alechanson.com/

• Podcast Link: https://alechanson.com/modern-lending-podcast/

• Book Link: https://alechanson.com/bypassed/

• loanDepot Website: https://www.loandepot.com/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/QZCaP8KVeOc

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest is a seasoned marketing leader with over a decade of experience leading global organizations across the B2B SaaS landscape. Ali Fazal is the VP of Marketing at GRIN and a Member of the Forbes Business Development Council. Ali joins Host Chris Mechanic to discuss the importance of investing in a strong content engine as the foundation of your company's marketing strategy. They also dive into the place of AI in the toolbox of modern marketers, how to build awareness amongst latent stage buyers, and the evolving role of a website for B2B SaaS companies.

Takeaways:

• A strong content engine is the bedrock of not only the marketing team but everyone in the organization involved with the go-to-market strategy. A strong base of content serves as a north star for the organization for how they speak about their products and category.

• The key to creating great content is to make sure that your content team is closely aligned with the business goals. Each piece of content that you develop needs to be done for a reason. Being purposeful with the content you develop is the key to success.

• When setting out to create content, it is critical to have a plan in place that corresponds with the overall strategy and is tied to specific goals. You don't want the CEO to create a list of things they think would be cool and have the content team execute it.

• The business goal propelling your content should always center on solving your customers' issues. Your content should be closely connected with business goals and geared towards solving a customer's problem even if they aren't currently in the buying cycle.

• It's important for brands to be seen as leaders in their space. A key to becoming synonymous with your category is for brands to align their content and marketing objectives with the larger context of the industry's needs and trends.

• While AI is a powerful tool, it can't replace the inherent creativity and strategic thinking of humans. It can serve as a tool for efficiency and for getting the creative process started, but depending solely on AI for creative output won't yield the best results.

Quote of the Show:

• "People remember people who help them solve problems." - Ali Fazal

Links:

• LinkedIn: https://www.linkedin.com/in/alifazal1/

• GRIN Website: https://grin.co/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/XFVOfEhWVoo

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest is not only an acting CMO but also a CEO and Founder. A lawyer by training, he made an incredible pivot and became a serial entrepreneur and marketing leader. Emeric Ernoult is Co-founder & CEO of Agorapulse, an all-in-one, self-service social media platform for SMBs and agencies. Emeric joins Host Chris Mechanic to discuss the importance of deeply questioning potential customers to uncover their needs, How to achieve product-market fit, and innovative approaches to building an SEO strategy.

Takeaways:

• Rather than trying to meet the surface-level desires or 'wants' of customers, dig deep to understand their actual 'needs'. The wants vs needs discrepancy is an important distinction that can lead to more successful and beneficial product development.

• Spend as much time as possible asking insightful questions to your potential customers. Dive deep into their thought process, understanding why they make decisions, and how you can provide better solutions.

• Traditional marketing practices merely skim the surface of customer interactions, but adopting an exploratory approach helps discover the truth about what customers really need. Using psychotherapist-like techniques in probing can yield more authentic insights.

• Prepare the market ahead of a product launch. Work on building an audience and market for your product before it's fully ready to launch. Set up the structure that will channel the necessary visibility and awareness by the time the product is ready to launch.

• Use newsjacking and capitalize on the currency of trending topics or breaking news to create engaging content.

Quote of the Show:

• "Spend an insane amount of time asking questions to your potential customers." - Emeric Ernoult

Links:

• LinkedIn: https://www.linkedin.com/in/ernoult/

• Agorapulse Website: https://www.agorapulse.com/

Shoutouts:

• Harvestr: https://harvestr.io/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube:

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Today's guest is a brilliant, data-driven marketer with a wealth of experience in both SaaS and Ecommerce companies including Clove + Hallow, Dray Alliance, and UPS. Lindsay Britt is a Fractional CMO, the Founder of The Rocket CMO, and an advisor for Todlr. Lindsay joins Host Chris Mechanic to discuss why you should embrace wacky ideas, how to maximize the value of your content, and why continuous learning is so critical. Lindsay also shares her experiences of starting as a Fractional CMO and the challenges she's had to overcome.

Takeaways:

• Emphasize exploring innovative and unconventional strategies in marketing, especially in the B2B environment. Non-traditional tactics can attract attention, cut through the noise in the market, and alter economic outcomes.

• Be open to learning from different industries to derive unconventional ideas that actually cut through the noise of B2B marketing.

• Contrary to the idea that the only content that works today is short-form, long-form content can be powerful, even in B2B marketing. Detailed and valuable content can keep audiences engaged, boost conversions, and enhance brand reputation through displayed expertise.

• Accessibility of content, even un-gated, attracts leads who might want to reference information later. For example, you could share un-gated written content and provide a short form so prospects can download your content as a PDF for later.

• Fractional CMOs offer a valuable resource by bridging the gap between the need for high-level marketing direction and the necessity of a full-time executive. They assist in developing and executing marketing strategies, managing marketing teams, and aiding businesses to reach their growth goals.

• Continuous learning and growth are fundamental in the marketing industry. It's critical to stay up-to-date with new technologies and marketing trends to expand your skill set. Companies should invest in ongoing training and development for their employees to maintain their competitive edge.

Quote of the Show:

• "Try wacky, crazy things." - Lindsay Britt

Links:

• LinkedIn: https://www.linkedin.com/in/lindsaymbritt/

• Company website: https://www.therocketcmo.com/

Ways to Tune In:

• Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo

• Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950

• Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17

• iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/

• Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

• YouTube: https://youtu.be/8oREMtlmMtk

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/