Podcasts about fractional chief marketing officer

Play Episode Listen Later May 7, 2025 35:38

"If done right, AI will actually make us more human. It handles the busy work and surfaces real-time insights—so GTM teams can focus on what really drives revenue: building relationships, solving real problems, and creating long-term customer value." That's a quote from Roderick Jefferson and a sneak peek at today's episode.Hi there, I'm Kerry Curran—Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost, A Marketing Podcast. In every episode, I sit down with top experts to bring you actionable strategies that deliver real results. So if you're serious about business growth, find us in your favorite podcast directory, hit subscribe, and start outpacing your competition today.In this episode, titled AI + EQ + GTM: The New Growth Equation for B2B Leaders, I sit down with keynote speaker, author, and enablement powerhouse Roderick Jefferson to unpack the modern formula for revenue growth: AI + EQ + GTM.We explore why traditional sales enablement isn't enough in today's landscape—and how real go-to-market success requires alignment across marketing, sales, and customer success, powered by emotional intelligence and smart technology integration.Whether you're a CRO, CMO, or GTM leader looking to scale smarter, this episode is packed with real-world insights and actionable strategies to align your teams and drive sustainable growth.Stick around until the end, where Roderick shares expert tips for building your own AI-powered revenue engine.If you're serious about long-term growth, it's time to get serious about AI, EQ, and GTM. Let's go.Kerry Curran, RBMA (00:01)Welcome, Roderick. Please introduce yourself and share your background and expertise.Roderick Jefferson (00:06)Hey, Kerry. First of all, thanks so much for having me on. I'm really excited—I've been looking forward to this one all day. So thanks again. I'm Roderick Jefferson, CEO of Roderick Jefferson & Associates. We're a fractional enablement company, and we focus on helping small to mid-sized businesses—typically in the $10M to $100M range—that need help with onboarding, ongoing education, and coaching.I'm also a keynote speaker and an author. I actually started my career in sales at AT&T years ago. I was a BDR, did well, got promoted to AE, made President's Club a couple of times. Then I was offered a sales leadership role—and I turned it down. I know they thought I was crazy, but there were two reasons: first, I realized I loved the process of selling more than just closing big deals. And second, oddly enough, I wasn't coin-operated. I did it because I loved it—it gave me a chance to interact with people and have conversations like this one.Kerry Curran, RBMA (01:16)I love that—and I love your background. As Roderick mentioned, he does a lot of keynote speaking, and that's actually where I met him. He was a keynote speaker at B2BMX West in Scottsdale last month. I also have one of your books here that I've been diving into. I can't believe how fast this year is flying—it's already the first day of spring!Roderick Jefferson (01:33)Thank you so much. Wow, that was just last month? It feels like last week. Where is the time going?Kerry Curran, RBMA (01:45)I appreciate your experience for so many reasons. One is that—like we talked about before the show—my dad was in sales at AT&T for over 20 years. It paid for my entire education. So we were comparing notes on that era of innovation and what we learned back then.Roderick Jefferson (02:02)Thank you, AT&T!Kerry Curran, RBMA (02:13)So much of what you talked about on stage and wrote about in your book is near and dear to my heart. My background is in building integrated marketing-to-sales infrastructure and strengthening it to drive revenue growth. I'm excited to hear more about what you're seeing and hearing. You talk to so many brands and marketers—what's hot right now? What's the buzz? What do we need to know?Roderick Jefferson (02:44)A couple of things. The obvious one is AI—but I'll add something: it's not just AI, it's AI plus EQ plus IQ. Without that combination, you won't be successful.The other big theme is the same old problem we've always had: Why is there such a disconnect between sales and marketing? As an enablement guy, it pains me. I spent 30 years in corporate trying to figure that out. I think we're getting closer to alignment—thank you, AI, for finally stepping in and being smarter than all of us! But we've still got a long way to go.Part of the issue is we're still making decisions in silos. That's why I've become a champion of moving away from just "sales enablement."Yes, I know I wrote the book on sales enablement—but I don't think that's the focus anymore. In hindsight, “sales enablement” is too myopic. It's really about go-to-market. How do we bring HR, marketing, product marketing, engineering, sales, and enablement all to the same table to talk about the entire buyer's journey?Instead of focusing on our internal sales process and trying to shoehorn prospects into it, we should be asking: How do they buy? Who buys? Are there buying committees? How many people are involved? And yes, ICP matters—but that's just the tip of the iceberg. It goes much deeper.Kerry Curran, RBMA (04:44)Yes, absolutely. And going back to why you loved your early sales roles—it was about helping people. That's how I've always approached marketing too: what are their business challenges, and what can I offer to solve them? In your keynote, you said, “I want sales to stop selling and start helping.” But that's not possible without partnering with marketing to learn and message around the outcomes we drive and the pain points we solve.Roderick Jefferson (05:22)Exactly. Let's unpack that. First, about helping vs. selling—that's why we have spam filters now. Nobody wants to be sold to. That's also why people avoid car lots—because you know what's coming: they'll talk at you, try to upsell you, and push you into something you don't need or want. Then you have buyer's remorse.Now apply that to corporate and entrepreneurship. If you're doing all the talking in sales, something's wrong. Too many people ask questions just to move the deal forward instead of being genuinely inquisitive.Let's take it further. If marketing is working in a silo—building messaging and positioning—and they don't bring in sales, then guess what? Sales won't use it. Newsflash, right? And second, it's only going to reflect marketing's perspective. But if you bring both teams together and say, “Hey, what are the top three to five things you're hearing from prospects over and over?”—then you can work collaboratively and cohesively to solve those.The third piece is: let's stop trying to manufacture pain. Not every prospect is in pain. Sometimes the goal is to increase efficiency or productivity. If there is pain, you get to play doctor for a moment. And by that, I mean: do they need an Advil, a Vicodin, a Percocet, or an extraction? Do you need to stop the bleeding right now? You only figure that out by getting sales, marketing, product, and even HR at the same table.Kerry Curran, RBMA (07:34)Yes, absolutely. I love the analogy of different levels of pain solutions because you're right—sometimes it's not pain, it's about helping the customer be more efficient, reduce costs, or drive revenue. I've used the doctor analogy before too: you assess the situation and then customize the solution based on where it “hurts” the most. One of the ongoing challenges, though, is that sales and marketing still aren't fully aligned. Why do you think that's been such a persistent issue, and where do you see it heading?Roderick Jefferson (08:14)Because sales speaks French and marketing speaks German. They're close enough that they can kind of understand each other—like ordering a beer or finding a bathroom—but not enough for a meaningful conversation.The core issue is that they're not talking—they're presenting to each other. They're pitching ideas instead of having a dialogue. Marketing says, “Here's what the pitch should look like,” and sales replies, “When's the last time you actually talked to a customer?”They also get stuck in “I think” and “I feel,” and I always tell both groups—those are the two things you cannot say in a joint meeting. No one cares what you think or feel. Instead, say: “Here's what I've seen work,” or “Here's what I've heard from prospects and customers.” That way, the conversation is rooted in data and real-world insight, not opinion or emotion.You might say, “Hey, when we get to slide six in the deck, things get fuzzy and deals stall.” That's something marketing can fix. Or you go to product and say, “I've talked to 10 prospects, and eight of them asked for this feature. Can we move it up in the roadmap?”Or go back to sales and say, “Only 28% of the team is hitting quota because they're struggling with discovery and objection handling.” So enablement and marketing can partner to create role plays, messaging guides, or accreditations. It sounds utopian, but I've actually done this six times over 30 years—it is possible.It's not because I'm the smartest guy in the room—it's because when sales and marketing align around shared definitions and shared goals, real change happens. Go back to MQLs and SQLs. One team says, “We gave you all these leads,” and the other says, “Yeah, but they all sucked.” Then you realize: you haven't even agreed on what a lead is.As a fractional enablement leader, that's the first question I ask: “Can you both define what an MQL and SQL mean to you?” Nine times out of ten, they realize they aren't aligned at all. That's where real progress starts.Once you fix communication, the next phase is collaboration. And what comes out of collaboration is the big one: accountability. That's the word nobody likes—but it's what gets results. You're holding each other to timelines, deliverables, and follow-through.The final phase is orchestration. That's what enablement really does—we connect communication, collaboration, and accountability across the entire go-to-market team so everyone has a voice and a vote.Kerry Curran, RBMA (13:16)You're so smart, and you bring up so many great points—especially around MQLs, SQLs, and the lack of collaboration. There's no unified North Star. Marketing may be focused on MQLs, but those criteria don't always match what moves an MQL to an SQL.There's also no feedback loop. I've seen teams where sales and marketing didn't even talk to each other—but they still complained about each other! I was brought in to help, and I said, “You're adults. It's time to talk to one another.” And you'd think that would be obvious.What I love is that we're starting to see the outdated framework of MQLs as a KPI begin to fade. As you said, it's about identifying a shared goal that everyone can be accountable to. We need to all be paddling in the same direction.Roderick Jefferson (14:16)Exactly. I wouldn't say we're all rowing yet, but we've definitely got our hands in the water, and we're starting to go in the same direction. You can see that North Star flickering out there.And I give big kudos to AI for helping with that. In some ways, it reminds me of social media. Would you agree that social media initially made us less social?Kerry Curran, RBMA (14:27)Yes, totally agree. We can see the North Star.Roderick Jefferson (14:57)Now I'm going to flip that idea on its head: if done right, I believe AI will actually make us more human—and drive more meaningful conversations. I know that sounds crazy, but I have six ways AI can help us do that.First, let's go back to streamlining lead scoring. If we use AI to prioritize leads based on their likelihood to convert, sales can focus efforts on the most promising opportunities. Once we align on those criteria, volume and quality both improve. With confidence comes competence—and vice versa.Second is automating task management. Whether it's data entry, appointment scheduling, or follow-up emails, those repetitive tasks eat up sales time. Less than 30% of a rep's time is spent actually selling. If we offload that admin work, reps can focus on high-value activities—like building relationships, doing discovery, and closing deals.Kerry Curran, RBMA (15:59)Yes! And pre-call planning. Having the time to prepare properly makes a huge difference.Roderick Jefferson (16:19)Exactly. Third is real-time analytics. If marketing and ops can provide sales reps with real-time insights—like funnel data, deal velocity, or content performance—we can start making decisions based on data, not assumptions or feelings.The fourth area is personalized sales coaching. I talk to a lot of leaders, and I'll make a bold statement: most sales leaders don't know how to coach. They either use outdated methods or try to “peanut butter” their advice across the team.But what if we could use AI to analyze calls, emails, and meetings—then provide coaching based on each rep's strengths and weaknesses? Sales leaders could shift from managing to leading.Kerry Curran, RBMA (17:55)Yes, I love that. It would completely elevate team performance.Roderick Jefferson (18:11)Exactly. Fifth is increasing efficiency in the sales process. AI can create proposals, contracts, and other documents, which frees up time for reps to focus on helping—not chasing paperwork. And by streamlining the process, we can qualify faster and avoid wasting time on poor-fit deals.Kerry Curran, RBMA (18:58)Right, and they can focus on the deals that are actually likely to move forward.Roderick Jefferson (19:09)Exactly. And sixth—and most overlooked—is customer success. That's often left out of GTM conversations, but it's critical. We can use AI-powered chatbots and virtual assistants to handle basic inquiries. That frees up CSMs to focus on more strategic tasks like renewals, cross-sell, and upsell.Let's be honest—most CSMs were trained for renewals, not selling. But cross-sell and upsell aren't really selling—they're reselling to warm, happy customers. The better trained and equipped CSMs are, the better your customer retention and growth.Because let's face it—we've all seen it: 90 days before renewal, suddenly a CSM becomes your best friend. Where were they for the last two years? If we get ahead of that and connect all the dots—sales, marketing, CS, and product—guess who wins?The prospect.The customer.The company—because revenue goes up.The employee—because bonuses happen, spiffs get paid, and KPIs are hit.But most importantly, we build customers for life. And that has to start from the very beginning, not just when the CSM steps in at the end.Kerry Curran, RBMA (20:47)Yes, this is so smart. I love that you brought customer success into the conversation. One of the things I love about go-to-market strategy is that it includes lifetime value—upsell and renewal are a critical part of the revenue journey.In my past roles, I've seen teams say, “Well, that's just client services—they don't know how to sell.” But to your point, if we coach them, equip them, and make them comfortable, it can go a long way.Roderick Jefferson (21:34)Absolutely. They become the lifeblood of your business. Yes, you need net-new revenue, but if sales builds this big, beautiful house on the front end and then customers just walk out the back door—what's the point?And I won't even get into the stats—you know them—about how much more expensive it is to acquire a new customer versus retaining one. The key is being human and actually helping.Kerry Curran, RBMA (21:46)Exactly. I love that. It leads perfectly into my next question—because one of the core components of your strategy and presentation was the importance of EQ, or emotional intelligence. Can you talk about why that's so critical?Roderick Jefferson (22:19)Yeah. It really comes down to this: AI can provide content—tons of it, endlessly. It can give you all the data and information in the world. But it still requires a human to provide context. For now, at least. I'm not saying it'll be that way forever, but for now, context is everything.I love analogies, so I'll give you one: it's like making gumbo. You sprinkle in some seasoning here, some spice there. In this case, AI provides the content. Then the human provides the interpretation—context. That's understanding how to use that generated content to reach the right person or company, at the right time, with the right message, in the right tone.What you get is a balanced, powerful approach: IQ + EQ + AI. That's what leads to truly optimal outcomes—if you do it right.Kerry Curran, RBMA (23:19)Yes! I love that. And I love every stage of your process, Roderick—it's so valuable. I know your clients are lucky to work with you.For people listening and thinking, “Yes, I need this,” how do they get started? What's the baseline readiness? How do they begin integrating sales and marketing more effectively—and leveraging AI?Roderick Jefferson (23:34)Thank you so much for that. It really starts with a conversation. Reach out—LinkedIn, social media, my website. And from there, we talk. We get to the core questions: Where are you today? Where have you been? Where are you trying to go? And most importantly: What does success look like?And not just, “What does success look like?” but, “Who is success for?”Then we move into an assessment. I want to talk to every part of the go-to-market team. Because not only do we have French and German—we've also got Dutch, Spanish, and every other language. My job is to become the translator—not just of language, but of dialects and context.“This is what they said, but here's what they meant. And this is what they meant, but here's what they actually need.”Then we dig into what's really going on. Most clients have a sense of what's “broken.” I'm not just looking for the broken parts—I'm looking at what you've already tried. What worked? What didn't? Why or why not?I basically become a persistent four-year-old asking, “Why? But why? But why?” And yes, it gets frustrating—but it's the only way to build a unified GTM team with a shared North Star.Kerry Curran, RBMA (25:32)Yes, I love that. And just to add—sometimes something didn't work not because it was a bad strategy, but because it was evaluated with the wrong KPI or misunderstood entirely.Like a top-of-funnel strategy did work—but the team expected it to generate leads that same month. It takes time. So much of this comes down to digging into the root of the issue, and I love your approach.Roderick Jefferson (26:10)Exactly. And it's also about understanding that every GTM function has different KPIs.If I'm talking to sales, I'm asking about average deal size, quota attainment, deal velocity, win rate, pipeline generation. If I'm talking to sales engineering, they care about number of demos per deal, wins and losses, and number of POCs. Customer success? They care about adoption, churn, CSAT, NPS, lifetime value.My job is to set the North Star and speak in their language—not in “enablement-ese.” Sometimes that means speaking in sales terms, sometimes marketing terms. And I always say, “Assume I know nothing about your job. Spell out your acronyms. Define your terms.”Because over 30 years, I've learned: the same acronym can mean 12 different things at 12 different companies.The goal is to get away from confusion and start finding commonality. When you break down the silos and the masks, you realize we're all working toward the same thing: new, long-term, happy customers for life.Kerry Curran, RBMA (27:55)Yes—thank you, Roderick. I love this. So, how can people find you?Roderick Jefferson (28:00)Funny—I always say if you can't find me on social media, you're not trying to find me.You can reach me at roderickjefferson.com, and you can find my book, Sales Enablement 3.0: The Blueprint to Sales Enablement Excellence and the upcoming Sales 3.0 companion workbook there as well.I'm on LinkedIn as Roderick Jefferson, Instagram and Threads at @roderick_j_associates, YouTube at Roderick Jefferson, and on BlueSky as @voiceofrod.Kerry Curran, RBMA (28:33)Excellent. I'll make sure to include all of that in the show notes—I'm sure this episode will have your phone ringing!Thank you so much, Roderick. I really appreciate you taking the time to join us. This was valuable for me, and I'm sure for the audience as well.Roderick Jefferson (28:40)Ring-a-ling—bring it on! Let's dance. Thank you again. This was an absolute honor, and I'm glad we got the chance to reconnect, Kerry.Kerry Curran, RBMA (28:59)For sure. Thank you—you too.Roderick Jefferson (29:01)Take care, all.Thanks for tuning in. If you're struggling with flat or slowing revenue growth, you're not alone. That's why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster.If you're serious about growth, search for us in your favorite podcast directory. Hit follow or subscribe, and leave a five-star rating—it helps us keep the game-changing content coming.New episodes drop regularly. Don't let your revenue growth strategy fall behind. We'll see you soon!

The CEO's Strategic Growth Edge: A Go-To-Market System That Scales

strategy change solo explore thriving considerations establish dummies outsource use ai sops resources connect winning strategies fractional chief marketing officer

Play Episode Listen Later May 5, 2025 36:02

The CEO's Strategic Growth Edge: A Go-To-Market System That Scales“You don't need more leads—you need clarity. Clarity on where your business can grow the most, the fastest, and at the highest margin. That's what a real go-to-market system delivers. It's not about volume anymore—it's about alignment, focus, and making sure every team—marketing, sales, and customer success—is executing toward the same outcome. That's how CEOs scale with confidence.” That's a quote from Sangram Vajre, and a sneak peek at today's episode.Welcome to Revenue Boost: A Marketing Podcast. I'm your host, Kerry Curran—revenue growth expert, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, we bring you the strategies, insights, and conversations that help drive your revenue growth. So search for Revenue Boost in your favorite podcast directory and hit subscribe to stay ahead of the game.In The CEO's Strategic Growth Edge: A Go-to-Market System That Scales, I'm joined by bestselling author and GTM expert Sangram Vajre to discuss why go-to-market isn't a marketing tactic—it's a CEO-level growth system. In this episode, you'll learn the three phases every business must navigate to scale, why alignment beats activity in every growth stage, how CEOs can drive clarity, trust, and margin-focused decisions across teams, and why AI is only a threat if you're still riding the demand-gen horse.If you're a growth-minded CEO or exec, this episode gives you the roadmap and the mindset to scale faster, smarter, and stronger. Be sure to listen through to the end, where Sangram shares three key tips—his ultimate advice for any leader ready to level up their go-to-market strategy. Let's go!Kerry Curran, RBMA (00:00.77)So welcome, Sangram. Please introduce yourself and share a bit about your background and expertise.Sangram Vajre (00:06.992)Well, at the highest level, I feel like I've had the opportunity to be in the B2B space for the last two decades and have had a front-row seat to categories that have shaped how we think about go-to-market. I ran marketing at Pardot. We were acquired by ExactTarget and then Salesforce—that was a $2.7 billion acquisition. It was a huge shift in mindset, going from a $10 million company to a $10 billion one, and I learned a lot.I became a student of go-to-market, if you will. That was in the marketing automation space. Then I launched a company called Terminus, which has been acquired twice now. Along the way, I've written three books. The one we're going to talk a lot about is MOVE, which became a Wall Street Journal bestseller. That book has created a lot of opportunities and work for us.I walked into writing this book, Kerry, thinking I knew go-to-market because I had two $100M+ exits. But I walked out of the process a student of go-to-market because I learned so much. Writing it forced me to talk to folks like Brian Halligan, the CEO of HubSpot, and partners at VC firms who have seen 200 exits—not just the three I've experienced.It really expanded my vision. Now I lead a company called Go-To-Market Partners. We're a research and advisory firm focused on helping companies understand who owns go-to-market and how to run it at a transformational level. Our clients are primarily CEOs and executive teams. That's our focus.Kerry Curran, RBMA (01:46.094)Excellent. Well, I'm very excited to dive in. I first saw you speak at Inbound last fall, and what really resonated with me was the shift from just an ABM program to a company-wide GTM program—one that includes everything from problem-market fit all the way to customer success, loyalty, and retention. Really making GTM the core of revenue growth.So I'd love for you to dive in and share that framework and background.Sangram Vajre (02:23.224)Yeah. And by the way, for people who've never attended Inbound—you should. I've spoken there for eight years straight and always try to bring new ideas. Each year, they keep giving me more opportunities—from main stage to workshops. I think you attended the 90-minute workshop, right? Hopefully it wasn't boring!Kerry Curran, RBMA (02:48.61)Yeah, it was excellent. I love this stuff, so I was taking lots of notes.Sangram Vajre (02:52.814)That was fun. The whole idea was: how can you build your entire go-to-market strategy on a single slide? Now, people might think, “There's no way—you need way more detail.” But it's not about making it complete; it's about making it clear.So everyone can be aligned. For example, in the operating system we've developed, we write research about it every Monday in a newsletter called GTM Monday, read by 175,000 people. The eight pillars are based on the most important questions. And Kerry, I don't know if you'll agree, but I think I've done a disservice for two decades by asking the wrong question.Like, I used to ask, “Where can we grow?”—which sounds smart but is actually foolish. The better question is, “Where can we grow the most, the fastest, the best, at the highest margin?” That's the true business perspective. So the operating system is built around these eight essential questions.If every executive team can align on these—not with certainty, but with clarity—then they can gain a clear understanding of what they're doing, where they're going, who their ICP is, what bets they're making, and which motions to pursue. I've done this over a thousand times with executive teams, helping them build their entire go-to-market strategy on a single slide. And it's like a lightbulb moment for them: “Okay, now I know what bets we're making and how my team is aligned.” It's a beautiful thing.Kerry Curran, RBMA (04:50.988)Yeah, because that's one of the hardest challenges across business strategy and growth: where to invest, where to lean in. So bring us through the questions and framework.Sangram Vajre (05:01.688)Yeah. So the first one is “Where can you grow the most?” The second one is really about what we call the Market Investment Map. I'll give you maybe three or four so people can get an idea. The Market Investment Map is especially useful for companies with more than one product or more than one segment. This is the least used but most valuable framework companies should be using.You might remember from the Inbound talk—I used HubSpot as an example since I was speaking at Inbound. It's interesting because at my last company, Terminus, we acquired five companies in eight years. So we had to learn this process. The Market Investment Map is about matching your best segments to the best products to create the highest-margin offering.If your entire business focuses only on pipeline and revenue—which sounds right—you're actually focused on the wrong things. You may have seen people post on LinkedIn saying, “I generated $10 million in pipeline,” and then a month later, they're laid off. Why? Because that pipeline didn't matter. It might have been general pipeline, but if you looked at pipeline within your ICP—the customers your company really needs to close, retain, and expand—it might have only been half a million. That's not enough to sustain growth or justify your role.So, understanding the business is critical. It's not just about understanding marketing skills like demand gen, content, or design. Those are table stakes. You need to understand the business of marketing—how the financials work, how to drive revenue, and how to say, “Yeah, we generated $10 million in pipeline, but only half a million was within ICP, so it won't convert or drive the margin we need.” That level of EQ and IQ is what leaders need today.Our go-to-market operating system goes deep into areas like this.Kerry Curran, RBMA (07:31.022)And I love the alignment with the ICP. I'm sure you'll get deeper into that. I also know you talk about getting rid of MQLs because the real focus should be on getting closer to the ICP—on who's actually going to drive revenue.Sangram Vajre (07:45.892)Yeah. John Miller, a good friend who co-founded Marketo, has been writing about this too. I was the CMO of Pardot. Then we both built ABM companies—I built Terminus; he built Engagio, which is now part of Demandbase. We've been evangelizing the idea of efficient marketing machines for the last two decades.We're coming full circle now. That approach made sense in the “growth at all costs” era. But in this “efficient growth” era, everything can be measured. The dark funnel is real. AI can now accelerate your team's output and throughput. So we have to go back to first principles—what do your customers really want?I was in a discussion yesterday with executives and middle managers, and the topic of AI came up. Some were worried it would take their jobs. And I said, “Yes, it absolutely will—and it should.” I gave the example I wrote about recently: imagine you were the best horseman, with saddles, barns, and a generational business built around horses. Then Henry Ford comes along with four wheels. You just lost your job—not because you were bad, but because you got infatuated with the horse, not with your customer's need to get from point A to point B.Horses did that—it was better than walking. But then came cars, trains, airplanes. Business evolves. If you focus on your customers' needs—better, faster, cheaper—you'll always be excited about innovation rather than afraid of it. So yes, AI will replace anyone who stays on their horse. If you're riding the demand gen horse or relying only on content creation, a lot is going to change. Get off the horse, refocus on customer needs, and figure out how to move your business forward.Kerry Curran, RBMA (10:21.708)Yeah. So talk a bit about honing in on the ICP. I know in one of the sessions you asked, “Who's your target audience?” And of course, there was one guy in the front row who said, “Everyone,” and we all laughed. But I still hear that all the time. Talk about how important it is, to your point, to know your customer and get obsessed with what they need.Sangram Vajre (10:45.56)Yeah. So the first pillar of the go-to-market operating system is called TRM, or Total Relevant Market. We introduced that in the book MOVE for the first time. It's a departure from TAM—Total Addressable Market—which is what that guy in the front row was referring to during that session. It was epic, and I think he was a sales leader, so it was even funnier in a room full of marketers.But it's true—and real. He was being honest, and I appreciated that. The reality is, we've all been conditioned to focus on more and more—bigger and bigger markets. That makes sense if you have unlimited funds and can raise money. It makes sense if the market is huge and you're just trying to get in and have more people doing outbound.As a matter of fact, a few weeks ago, we did a session where someone said something profound that I'll never forget. He said, “The whole SDR function is a feature bug in the VC model.” That was fascinating—because the whole SDR model was built to get as many leads as possible, assign 22-year-olds to make cold calls, and push them to AEs.We built this because it worked on a spreadsheet. If we generate 1,000 leads, we need 50 callers to convert them. It's math. But nobody really tried to improve it because we had the money. Now we're in a different world. We have clients doing $10–15 million in revenue with five-person teams automating so much.People don't read as many automated emails. My phone filters out robocalls, so I never pick up unless it's someone I know. Non-personalized emails go into a folder I never open. Yet people keep sending thousands of them, thinking it works.For example, I send our GTM Monday newsletter via Substack. It's free for readers, and it's free for me to send—even to 175,000 people. Meanwhile, marketers spend thousands every time they email their list using legacy tools. Why? Because these people haven't opted in to be part of the journey the way Substack subscribers have.The market has changed. Buying big marketing automation tools for $100,000 is going to change drastically. Fractional leaders and agencies will thrive because what CEOs really need is people like you—and frameworks like a go-to-market operating system—to guide them. You and I have the gray hair and battle scars to prove it. What matters now is using a modern framework, implementing it, and measuring outcomes differently.Kerry Curran, RBMA (14:08.11)Yeah, you bring up such a valid point. In so many of my conversations, I see the same thing. It's been a sales-led growth strategy for years. Investments went to sales—more BDRs, more cold emails, more tech stack partners.Even as I was starting my consultancy, I'd talk to partners or prospects who'd say, “Well, we just hired more salespeople. We want to see how that goes.” But to your point, without the foundational framework—without targeting the right audience—you're just spinning your wheels on volume.Sangram Vajre (15:06.318)Exactly. One area we emphasize in our go-to-market operating system is differentiation. Everyone's doing the same thing. Let me give you an example. Last week, I looked at a startup's email tool that reads your emails and drafts responses automatically. Super interesting. I use Superhuman for email.Two days later, Superhuman sent an email saying they'd launched the exact same feature. So this startup spent time and money building a feature, and Superhuman—already with a huge user base—replicated and launched it instantly. That startup is out of business.With AI, product development is lightning fast. So product is no longer your differentiator. Your differentiation now is how you tell your story, how quickly you grab attention, how well you build and maintain a community. That becomes your moat. Those first principles matter more than ever. Product is just table stakes now.Kerry Curran, RBMA (16:33.878)Right. And connecting that to your marketing strategy, your communication, your messaging—it also sets up your sales team to close faster. By the time a prospect talks to a rep, your marketing has already educated them on your differentiation. So talk more about the stages and what companies need to keep in mind when applying your go-to-market framework.Sangram Vajre (17:07.482)One of the things we mention in the book—and go really deep into in our operating system—is this 3P format: Problem-Market Fit, Product-Market Fit, and Platform-Market Fit. We believe these are the three core stages of a business. I experienced them firsthand at Pardot, Salesforce, and Terminus through multiple acquisitions.If you remember, I always talk about the “squiggly line,” because no company grows up and to the right in a straight line. If you look at daily, weekly, or monthly insights, there are dips—just like a stock market chart. So the squiggly line shows you can go from Problem to Product, but you'll experience a dip. That's normal and natural. Same thing when you go from Product to Platform—you hit a dip. Those dips are what we call the “valleys of death.”Some companies overcome those valleys and cross the chasm, and others don't. Why? Because at those points, they discover they can market and sell, but they can't deliver. Or maybe they can deliver, but they can't renew. Or maybe they can renew but not expand. Each gap becomes a value to fix in the system.And it's hard. I've gone from $5 million to $10 million to $15 million, all the way to $100 million in revenue—and every 5 to 10 million increment brings a new set of challenges. You think you've got it figured out, and then you don't—because everything else has to change with scale.I'll never forget one company I was on the board of—unfortunately, it didn't make it. The CEO was upset because they were doing $20 million in revenue but didn't get the valuation they wanted. Meanwhile, a competitor doing only $5 million in revenue in the same space got a $500 million valuation. Why? Because the $20M company was doing tons of customization—still stuck in Problem-Market Fit. The $5M company had reached Product-Market Fit and was far more efficient. Their operational costs were lower, and their NRR was over 120%.If you've read some of my research, you know I'm all in on NRR—Net Revenue Retention—as the #1 metric. If you get NRR above 120%, you'll double your revenue in 3.8 years without adding a single new customer. That's what executives should focus on.That's why we say the CEO owns go-to-market. All our research shows that if the CEO doesn't own it, you'll have a really hard time scaling.Kerry Curran, RBMA (20:23.992)That makes so much sense, because everything you're talking about—while it includes marketing functions—is really business strategy. It needs to be driven top-down. It has to be the North Star the whole company is paddling toward.I've been in organizations where that's not the case. And as you said, leadership has to have the knowledge and strategic awareness to navigate those pivots—those valleys of death. So talk about how hard it is to bring new frameworks into an organization and the change management that comes with that. As you evangelize the idea that the CEO owns GTM, what's resonating most with them?Sangram Vajre (21:26.456)Great question. First of all, CEOs who get it—they love it. The people who struggle most are actually CMOs and CROs because they feel like they should be the ones owning go-to-market. And while their input is critical, they can't own it entirely.In all our advisory work, Kerry, we mandate two things:The CEO must be in the room. We won't do an engagement without that. The executive team must be involved. We don't do one-on-one coaching—because transformation happens in teams.People often get it wrong. They think, “We need better ICP targeting, so that's marketing's job.” Or, “We need pipeline acceleration—let sales figure that out.” Or, “We have a retention issue—fire the CS team.” No. The problem isn't a department issue—it's a process and team issue.The CEO is the most incentivized person to bring clarity, alignment, and trust—the three pillars of our GTM operating system. They're the ones sitting in all the one-on-one meetings, burning out from the lack of alignment. The challenge is most CEOs don't know what it means to own GTM. It feels overwhelming.So we help them reframe that. Owning doesn't mean running GTM. It means orchestrating clarity, alignment, and trust. Every meeting they lead should advance one of those. That's the job. When the ICP is agreed upon, marketing should be excited to generate leads for it. Sales should be eager to follow up. CS should be relieved they're not getting misaligned customers. That's leadership. And there's no one more suited—or incentivized—to lead that than the CEO.Kerry Curran, RBMA (24:08.11)Absolutely. And the CFO plays a key role too—holding the purse strings, understanding where the investments should go.Sangram Vajre (24:20.622)Yes. In fact, in the book and in our research, we emphasize the importance of RevOps—especially once a company reaches Product-Market Fit and moves toward Platform-Market Fit.If you're operating across multiple products, segments, geographies, or using multiple GTM motions, the RevOps leader—who often reports to the CFO or CEO—becomes critical. I'd say they're the second most important person in the company from a strategy standpoint.Why? Because they're the only ones who can look at the whole picture and say, “We don't need to spend more on marketing; we need to fix the sales process.” A marketing leader won't say that. A sales leader won't say that. You need someone who can objectively assess where the real bottleneck is.Kerry Curran, RBMA (25:17.836)Yeah, that definitely makes so much sense. Are there other areas—maybe below the executive team—that help educate the company from a change management perspective to gain buy-in? Or is it really a company-wide change?Sangram Vajre (25:33.742)Yeah, you mentioned ABM earlier. Having written a few books on ABM and building Terminus, we've seen thousands of companies go through transformation. We now have over 70,000 students who've gone through our courses. I love getting feedback.What's interesting is that ABM has been great for aligning sales and marketing—but it hasn't transformed the company. Go-to-market is not a marketing or sales strategy. It's a business strategy. It has to bring in CS, product, finance—everyone.Where companies often fail is by looking at go-to-market too narrowly—like it's just a product launch or a sales campaign. That's way too myopic. Those companies burn a lot of cash.At the layer below the executive team, it gets harder because GTM is fundamentally a leadership-driven initiative. An SDR, AE, or director of marketing typically doesn't have the incentive—or business context—to drive GTM change. But they should get familiar with it.That's why we created the GTM Operating System certification. Hundreds of professionals have gone through it—including you! And now people are bringing those frameworks into leadership meetings.They'll say, “Hey, let's pull up the 15 GTM problems and see where we're stuck.” Or, “Let's revisit the 3 Ps—where are we today?” Or use one of the assessments. It's pretty cool to see it in action.Kerry Curran, RBMA (27:35.758)Yeah, and it's extremely valuable. I love that it's a tool that helps drive company-wide buy-in and educates the people responsible for the actions. So you've shared so many great frameworks and recommendations. For those listening, what's the first step to get started? What would you recommend to someone who's thinking, “Okay, I love all of this—I need to start shifting my organization”?Sangram Vajre (28:09.082)First, you have to really understand the definition of go-to-market. It's a transformational process—not a one-and-done. It's not something you define at an offsite and then forget. It's not owned by pirates. It's iterative. It happens every day.Second, the CEO has to be fully bought in. If they don't own it, GTM will run them. If you're a CEO and you feel overwhelmed, that's usually why—you're running go-to-market, not owning it.Third, business transformation happens in teams. If you try to build a GTM strategy in a silo—as a marketer, for example—it will fail. The best strategies never see the light of day because the team isn't behind them. In GTM, alignment matters more than being right.Kerry Curran, RBMA (29:27.982)Excellent. I love this so much. Thank you! How can people find you and learn more about the GTM Partners certification and your book?Sangram Vajre (29:37.476)You can go to gtmpartners.com to get the certification. Thousands of people are going through it, and we're constantly adding new content. We're about to launch Go-To-Market University to add even more courses.We also created the MOVE Book Companion, because we're actually selling more books now than when it first came out three years ago—which is crazy!Then there's GTM Monday, our research newsletter that 175,000 people read every week. Our goal is to keep building new frameworks and sharing what's possible. Things are changing so fast—AI, GTM tech, everything. But first principles still apply. That's why frameworks matter more than ever.You can't just ask ChatGPT to “give me a go-to-market strategy” and expect it to work. It might give you something beautifully written, but it won't help you make money. You need frameworks, team alignment, and process discipline.And I post about this every day on LinkedIn—so follow me there too!Kerry Curran, RBMA (30:54.988)Excellent. Well, thank you so much. This has been a great conversation, and I highly recommend the book and the certification to everyone. We'll include all the links in the show notes.Thank you, Sangram, for joining us today!Sangram Vajre (31:09.284)Kerry, you're a fantastic host. Thank you for having me.Kerry Curran, RBMA (31:11.854)Thank you very much.Thanks for tuning in to Revenue Boost: A Marketing Podcast. I hope today's conversation sparked some new ideas and challenged the way you think about how your organization approaches go-to-market and revenue growth strategy. If you're serious about turning marketing into a true revenue driver, this is just the beginning. We've got more insightful conversations, expert guests, and actionable strategies coming your way—so search for us in your favorite podcast directory and hit subscribe.And hey, if this episode brought you value, please share it with a colleague or leave a quick review. It helps more revenue-minded leaders like you find our show. Until next time, I'm Kerry Curran—helping you connect marketing to growth, one episode at a time. See you soon.

440: Thriving Solo: Winning Strategies with Carly Ries

StaR Coach Show

Play Episode Listen Later Apr 30, 2025 40:52

Being a solopreneur is NOT easy! How do you know what to outsource and what to tackle yourself? There are many things to consider, so join us to unlock winning strategies with our expert, Carly Ries. Carly Ries is a marketing expert with nearly 20 years of experience. Since 2020, she has been the Fractional Chief Marketing Officer for LifeStarr and has cohosted The Aspiring Solopreneur Podcast. She also co-authored the upcoming book, Solopreneur Business for Dummies. Because of Carly's passion for helping solopreneurs, she's the perfect person to help us learn more about getting our work into the world and building thriving businesses.Show Highlights:Carly's smart tips for outsourcing: (It's a mindset thing! Being a solopreneur does NOT mean doing it all yourself!)Outsource things that don't bring you joy and aren't your genius work, so you can focus on high-quality work.Consider bartering for services with others.Put AI tools to work for you! Considerations in creating a business that works for your life and your ideal lifestyle. (Learn to reverse engineer!)Start small when it comes to outsourcing.Establish and document your SOPs.Instead of trying to do EVERYTHING, let people know what you do.Change your viewpoint! Turn social media platforms into true communities.Use AI to be more human and make more connections.Think about your pipeline and get creative with your downtime. Resources:Connect with Carly Ries: Website, The Aspiring Solopreneur Podcast, LinkedIn, and Solopreneur Business for DummiesConnect with Meg:ENROLLING NOW FOR THE FALL MENTOR PROGRAM beginning in August 2025. Click here for more information and sign up now! Explore the STaR Coach Community and see what's available there for you!Visit the STaR Coach Show YouTube Channel! Subscribe today! Join our live show taping on the 3rd Thursday of every month at 1 pm CT. Explore past episodes and other resources at www.STaRcoachshow.com.

From Strategy to Speed: Building a Modern Marketing Engine with AI

Play Episode Listen Later Apr 28, 2025 27:40

“AI can accelerate everything, but if you don't have a clear strategy and alignment across leadership, you're just scaling inefficiency faster. Before you invest in tools or systems, you need to know why they matter, how you'll measure impact, and whether your organization is built to move fast enough to see results.” That's a quote from Mark Goloboy and a sneak peek at today's episode.Welcome to Revenue Boost, A Marketing Podcast. I'm your host, Kerry Curran—revenue growth expert, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, we bring you the strategies, insights, and conversations that help drive your revenue growth. Search for Revenue Boost in your favorite podcast directory and hit subscribe to stay ahead of the game.In a world where AI is evolving faster than your org chart, how do you build a marketing engine that's both smart and scalable? In From Strategy to Speed: Building a Modern Marketing Engine with AI, I sat down with Mark Goloboy, founder of Market Growth Consulting. We unpack how AI is transforming B2B marketing—and why strategy still comes first.From RAG pipelines and LLM optimization to lean team structures and rapid execution, Mark shares what today's business leaders need to know to move fast, stay aligned, and drive measurable growth. If you're tired of the AI hype and ready for more practical ways to accelerate performance, this one's for you.Be sure to listen through to the end, where Mark shares what you need to do to get started building your AI marketing engine today. Let's go!Kerry Curran, RBMA (00:01.359)So welcome, Mark. Please introduce yourself and share your background and expertise.Mark Goloboy (00:07.502)Excellent. Thank you, Kerry, for having me. Mark Goloboy, I'm the founder and CEO of Market Growth Consulting. We provide a variety of services to everything from small businesses to public companies. Our clients range from a private manufacturer north of Boston to global public companies.My background is on the sales-facing side of marketing. I've been the head of demand gen, marketing operations, and marketing analytics as I grew into marketing leadership. About two and a half years ago, I went out on my own to work directly with CEOs to fill in marketing gaps.At smaller companies, we place fractional CMOs and heads of demand gen to lead marketing, filling in subcontractors and agencies to execute. At larger companies, we run projects covering everything from marketing strategy, org strategy, budgeting, go-to-market strategy, and building out systems—we're currently doing a HubSpot to Salesforce and Marketo migration. We also do executive staffing, placing directors through CMOs either as temp-to-perm so clients can try before they buy, or through contingent staffing where if we find the right person, the client hires them for their future marketing leadership.Kerry Curran, RBMA (01:37.057)Excellent. Thank you, Mark. You've seen it all and are still very involved across business challenges and needs from a marketing, demand gen, and go-to-market perspective. There are lots of hot topics we could cover, but what are you hearing the most from your clients today? What's hottest for them?Mark Goloboy (02:03.662)Marketing really grew in 2022 and 2023 in terms of department size. But I think a lot of us felt it—venture-backed companies especially, but really everyone—wanted to get smaller again in 2023 and 2024. That was a painful adjustment across the industry. Now, as we move through 2024 into 2025, everyone is focused on:How do we do more with less? How do we think about fractional or contract roles in areas we never would have previously?That extends into AI-driven marketing, where every leader is looking to be more efficient and scale faster and smarter by using tools that take over some of the marketing workload. The real challenge now for marketing leaders is finding the balance between the people they need to hire, the money they need to spend, and where AI can make them faster, smarter, and more scalable—while still needing human review and strategic oversight.Kerry Curran, RBMA (03:38.947)Yeah, I agree. And you see so many emerging tools. I think if you search for AI in MarTech today, there's been a huge increase in companies claiming to offer something new or different. But AI actually means a lot of different things. You and I were talking earlier about how important it is to dig into the formula and structure behind what's labeled "AI." What are you seeing from that perspective?Mark Goloboy (04:15.054)Well, I think the big challenge, for me at least—I'm a solo entrepreneur running my own business with just myself and no employees—is figuring out how to work efficiently while wearing many hats.I use subcontractors who are experts at what they do, and I hire based on likeability and capability because my clients will keep rehiring me if they like who I bring them and the work gets done right.But because I'm a solo operator, I have to maximize my own productivity. So every day, I start by looking at what's on my plate and ask: "Could AI help me do this faster, better, or more scalably?"Whether it's a deliverable, a proposal, or a project plan, I always pause and think about how AI can be part of the solution—even if it's just for my internal work, not necessarily client-facing marketing.Kerry Curran, RBMA (05:31.545)Thank you.Mark Goloboy (05:43.870)Each of the major frontier models—OpenAI, Google Gemini, Claude, and others—are developing rapidly. Every time I try something, it's a little different, and the outputs are constantly improving.Last week, I had a meeting with a prospect using an ABM tool I had never heard of. I wanted to appear knowledgeable, so I asked OpenAI to compare it to Sixth Sense and Demandbase, which I know well.Within a minute, it gave me four pages of detailed research on each tool, plus a comparison grid. That would have taken a junior marketer on my team two months to produce. That's how fast this technology is evolving.Kerry Curran, RBMA (06:57.549)Yes, same for me. There's so much you can do faster now. You mentioned video editing, and I recently used napkin.ai to turn raw text into beautiful slides. It's such a game-changer for solo entrepreneurs.Mark Goloboy (07:27.790)Exactly. Externally, too, clients come to us with needs, and it's up to us to creatively think: "How can we use AI to deliver this better?"Last year, we trained an AI model to write like a PhD psychologist who had run a department at Columbia Med. Using her writing, interviews, and videos, we trained Google Gemini to mimic her voice—and she couldn't tell which blog posts were hers versus AI-generated.This was mid-2024, when people still said AI content was bland. But we were producing PhD-level work that passed her own review.Kerry Curran, RBMA (08:39.865)Yeah, it's pretty incredible. It helps us do a lot more and get a lot more out of our hours and days—getting smarter and more effective. What are some of the other ways or tools you've developed for your clients to help them with their demand gen and other aspects of business?Mark Goloboy (09:00.270)Yeah, so I joke with my clients that I didn't know what the letters RAG meant in December—but now I do. It stands for Retrieval Augmented Generation. That's about developing agentic pipelines to connect your internal data sources—whether documents, databases, or internal systems—to the large language models (LLMs), so you can move information between them and generate outputs informed not just by public data, but by your own proprietary data.Right now, we're building RAG agentic pipelines for a PR firm, for example. Their CEO prioritized the three use cases that would save their account managers the most time:Meeting scheduling and rescheduling, which wastes hours every week. Contract review, since they're doing placements in major media outlets and need to review hundreds of contracts a month. Media monitoring, summarizing brand mentions across the web and sending daily summaries to clients—something that takes an hour per client per day. By automating these processes, they save massive amounts of time, and as they grow, they don't need to hire as many new account managers.Kerry Curran, RBMA (10:58.467)Yes, that's super valuable. I love that it allows them to free up time to be more strategic instead of bogged down in busywork. So what are some of the steps required for someone to set this up? How did you learn more about creating these pipelines and the RAG system?Mark Goloboy (11:20.398)There are some really good places to learn. The first one I always recommend is the Marketing AI Institute. Paul Roetzer is the founder, and I learn the most from him.Paul and his content lead put out a one-hour podcast every week that breaks down everything that's changed in AI since the last episode. It's incredibly rich information. I usually listen at 1.5x speed and get through it in 40 minutes. I don't care about every topic, but I hear what matters and know where to dive deeper.Beyond that, I follow a few amazing marketers—Liza Adams, Nicole Leffer, and Andy Crestodina—who are brilliant at testing new things and sharing what works. They save me countless hours of trial and error.Kerry Curran, RBMA (12:41.133)Thank you—we'll be sure to include all of those in the show notes as well. One thing you mentioned was that the podcast covers what's changed in just the past week. AI is changing so fast. What should people keep in mind when they're building these tools or leveraging different sources?Mark Goloboy (13:01.336)I'm used to building very permanent, robust systems—CRM, marketing automation, ABM platforms—that are meant to deliver value for years. But with AI, we have to accept that some development is disposable.It's crucial to prioritize effort. We help clients understand: we're not building something that will last 5 years. Some of the code we build today might be obsolete in 6–12 months.For example, OpenAI just launched a new pipeline tool that replaced the one we were using. If we had spent six months building on the old system, it would already be outdated.So we advise clients: build for today's ROI and be ready to pivot constantly. If you're rigid, you'll miss the opportunity.Kerry Curran, RBMA (14:47.747)Yeah, it made me think about how, in a lot of organizations, it takes so long just to get buy-in and approvals to start using new tools. It's a whole culture and mindset shift—especially for marketing leaders.Mark Goloboy (15:07.788)Exactly. I couldn't imagine a one-year approval cycle for an AI project. By the time you'd get sign-off, the tools would have changed and you'd have to start over.You need faster review and approval cycles. Otherwise, AI-driven innovation simply won't be possible.Kerry Curran, RBMA (15:29.475)Yes, definitely. And that's another benefit of bringing someone like you in—you're well-versed in what's changing, and you have the curiosity and experience to guide them through it.Mark Goloboy (15:45.954)Exactly.Kerry Curran, RBMA (15:47.407)So for people listening who want to get started—maybe building custom pipelines or just leveraging AI more—what are the foundations they need to have in place?Mark Goloboy (16:14.830)The most important thing is a good strategy.When we come into companies, often because of turnover—whether it's the CRO, CMO, CEO—they don't have strong alignment on strategy anymore. If you don't have a clear strategy that demands an investment, and you don't know how you'll measure the value of what you're building, you're setting yourself up for failure.So we always start at the strategic level first.We also move fast. If you want a slow project, there are large consulting firms that are happy to take years and millions of dollars. That's not us. We think in three- to six-month project cycles—then we operate and optimize from there.We want to move quickly and get you results now, not years down the road.Kerry Curran, RBMA (18:29.229)That's such an important point. And it ties back to so many of the themes we talk about on this podcast—internal alignment, clear business goals, and unified execution across the organization.One of the tools you mentioned that I think is really fascinating helps address the trend of AI tools becoming new search engines. Can you talk about how you're helping your clients optimize for that?Mark Goloboy (19:19.950)Absolutely. Most of my clients are B2B. And historically, Google was how people found solutions. You wrote your content for Google—end of story.But now, with ChatGPT and other LLMs, people are searching inside AI to get answers. It's shifting fast—from 80/20 Google to maybe 50/50 Google/LLMs within a few years.We partnered with a tool called Brand Luminaire. It analyzes how LLMs like Gemini, Claude, and ChatGPT surface information about your brand and your competitors.Critically, it shows you what sources the LLMs are pulling from. That means you know where to focus your writing, PR, and SEO efforts—not just for Google, but for the LLMs too.It's a massive shift. Brands that don't adapt will lose mindshare at the point of research and decision-making.Kerry Curran, RBMA (22:06.307)That's excellent. It's something all brands are going to need to prioritize as search behavior expands beyond just Google.So this has been great, Mark. Thank you so much for sharing so many practical insights and tools. For people who want to get in touch with you and learn more about your services, where should they go?Mark Goloboy (22:29.454)They can email me directly at mark@marketgrowthconsulting.com—I'm very functional with my branding: market growth consulting is what I do!Or you can find me on LinkedIn—I'm easy to find with my unique last name.Kerry Curran, RBMA (22:46.541)Awesome. We'll put that in the show notes too. Thank you again, Mark, for being here and sharing so much of your expertise.Mark Goloboy (22:55.064)Thank you so much for having me, Kerry.Kerry Curran, RBMA (22:57.071)Thank you.Thanks for tuning in to Revenue Boost: A Marketing Podcast. I hope today's conversation sparked some new ideas and challenged the way you think about how to incorporate AI into your marketing strategy and initiatives.If you're serious about turning marketing into a true revenue driver, this is just the beginning. We've got more insightful conversation, experts, guests, and actionable strategies coming your way. So search for us in your favorite podcast directory and hit subscribe!And hey, if this episode gave you value, share it with a colleague and leave a quick review. It helps more revenue minded leaders like you find the show. Until next time, I'm Kerry Curran, revenue marketing expert helping you connect marketing to growth one episode at a time. We'll see you soon.

Redefining Affiliate Marketing: Brand + Performance for Maximum Revenue Impact

Play Episode Listen Later Apr 14, 2025 32:34

Redefining Affiliate Marketing: Brand + Performance for Maximum Revenue Impact“Affiliate marketing intersects with every part of your marketing stack—PR, influencer, paid search, content—but too often, it operates in a silo. The real opportunity lies in integrating it into your brand and performance strategy from day one. When you align affiliate with your broader media mix and apply smarter measurement, it stops being just a channel and becomes a strategic growth lever.” That's a quote from Lacie Thompson, an executive at New Engen and founder of LT Partners and a sneak peek at today's episode. Welcome to Revenue Boost: A Marketing Podcast. I'm your host, Kerry Curran—Fractional Chief Growth Officer, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, I bring you the strategies, insights, and conversations that will fuel your revenue growth. So search for Revenue Boost in your favorite podcast directory, and hit subscribe to stay ahead of the game.In this episode, we're pulling back the curtain on one of the most misunderstood and under-leveraged growth drivers in your marketing stack: affiliate marketing. In Redefining Affiliate Marketing Brand Performance for Maximum Revenue Impact, I'm joined by Lacie Thompson—founder of LT Partners and now an executive at New Engen, a top-tier performance marketing agency. We'll talk about why affiliate deserves a seat at your media planning table, how to integrate it with your broader marketing strategy, and how smart brands are using data and measurement to unlock serious revenue impact. So stay tuned through the ad, where Lacie shares how you can get smarter about measuring affiliate and truly integrating it into your broader strategy.Let's go.Kerry Curran, RBMA (00:01.23):So welcome, Lacie. Please introduce yourself and share a bit about your background and expertise.Lacie Thompson (00:06.617):Yeah, thanks so much for having me. I'm Lacie Thompson. My background, before I started LT Partners—an affiliate marketing agency—was in affiliate and digital marketing on the brand side.I was very lucky in the early days to have some really great mentors and leaders. After spending about six years on the brand side and then three years at another startup agency, I started LT Partners in September of 2018. We grew very quickly—very organically, I should add—and were acquired by New Engen, which is a digital marketing agency, in June of 2023.Kerry Curran, RBMA (00:53.998):Excellent. Well, we're so glad to have you here. I've always been very impressed with your success—and congratulations on building your own successful company and getting acquired.I know you've been in the industry a long time and have lots of expertise to share with us. So, to start: when you're talking to other senior executives, marketing leaders, CMOs, what's the buzz you're hearing? What are people talking about today—especially when it comes to affiliate and digital marketing?Lacie Thompson (01:27.459):Yeah, thinking of the big picture—what I found really interesting about New Engen is the way they have grown and adapted over the course of their history. New Engen is about eight or nine years old at this point, but initially started as a tech company. They built a hyper-granular bidding model on top of Google and Meta, primarily.Over time, as those platforms introduced their own algorithms, that technology became a little less important. What they realized when they took a step back was—they were an agency. It was the people helping the brands leverage the technology who were actually making a big impact. So over time, New Engen pivoted to become a performance marketing agency. Then, just before the acquisition of LT Partners, what the New Engen leaders were hearing in the market was a need to stop thinking about marketing in silos of brand and performance—and to bring it all together. Because thinking about it more holistically is where a lot of brands are trying to get. We had seen that in Affiliate very early on. That was a big part of our growth and success—this focus on understanding the incremental value of partnerships and working more closely with the ones that were more incremental. For us, that means introducing brands to new audiences. We had been hyper-focused on that in our "channel"—I use that word in quotes, because there's always debate about whether to call it a channel. But we had been doing that for a long time. So, at the same time that New Engen was pivoting toward a digital marketing solution in the space—we had already been doing that for a long time in affiliate. And they didn't have Affiliate as a capability. So it was a really natural coming together, because our thought process around measurement and how to evaluate how different marketing channels and methodologies create value for brands—whether it's within a branding ecosystem or a performance one—was very aligned. And we need to solve and measure for that across everything. So there was just a lot of strong alignment there.Kerry Curran, RBMA (04:11.03):They were so smart to acquire you—for your success, but also to see the potential of integrating an affiliate strategy into their offering. IWhere you and I have discussed in the past, I also grew up in a performance marketing world: SEO, paid search, paid social, programmatic. And the more I learned about affiliate, the more I realized affiliate needs to be part of these conversations. But what we've seen is that it's really hard to get people—especially those who haven't wrapped their head around affiliate—to recognize the importance, value, and potential of it.Lacie Thompson (05:02.073):Yeah, and I think that's what's really fun for me about the channel. Because affiliate, like I said, there's this debate around whether it's a channel or a mechanism. And I think that's part of why it's difficult for some people to wrap their head around it—because you don't have an ad platform with a campaign structure. It's not like you push a button and things change. It's 50% data analytics and deep insights—and 50% interpersonal relationships and business development of sorts.But what's funny about affiliate is it's actually the one channel that really intersects so many different parts of your marketing stack: influencer, PR, even paid search. Some partners have capabilities that fall under other types of marketing channels. But for some reason, over time, there has been this trend of affiliate-only agencies. And this narrative that you need an affiliate agency—and a separate digital or performance marketing agency—and that the two operate in silos. Oftentimes, they're not as closely connected as they could be if everything were handled under one roof.So I find the irony of that really interesting. It's not common to see digital marketing agencies that have affiliate as a core area of subject matter expertise. And obviously, as someone who's spent most of my digital marketing career in affiliate and partnerships, I found New Engen's interest in that really exciting.I think, as we'll probably talk about here, when we think about measurement, and the amount of budget brands allocate to affiliate marketing—it's so small compared to the impact it can have. And it's exciting to be part of a larger organization that has the infrastructure and teams to help us prove that value with advanced measurement.Kerry Curran, RBMA (07:27.022):Yes, definitely. And I'm excited to talk more about measurement. But we forget that, to your point, there still needs to be more buy-in, education, and understanding of affiliate's value among CMOs and senior marketers.As you said, affiliate is so full-funnel—it covers PR, awareness-building (influencer/creator or mass publications), all the way down to the research phase before purchase.It opens the door to strategic opportunities and conversations. But it's the term "affiliate" that tends to trip people up.Lacie Thompson (08:24.889):Yes, just a couple of weeks ago, we were talking to a potential client, and we actually got into the affiliate portion of the conversation by first talking about performance PR and influencers—and the convergence of brand and performance. That really opened their minds more than saying, "We're here to talk about your affiliate marketing program."What was cool in that conversation—as sometimes happens—is you could just see this light go off where people start to realize this isn't the same affiliate channel marketing that was happening 10 years ago. We're not just a bottom-of-funnel ecosystem. We really have to change the nomenclature and the structure of how we reward partners to evolve past that old, negative perception.Lacie Thompson (09:39.651):So I hope—and I've seen—that the industry is shifting. More and more people are talking about it this way. It's evolving, and that's wonderful to see.Kerry Curran, RBMA (09:52.79):Yes, I agree. And I think the more upper-funnel opportunities—really, the awareness placements—are becoming essential. I know for PR agencies, if they want to be in a top publication, they need to have an affiliate practice within their organization or partner with an affiliate agency. That's been driving a lot of the shift. And obviously, nothing's grown faster than influencers and creators. It's about understanding that there's integration and overlap. There's so much potential. And to your point, it's really important to understand that affiliate's not just toolbars or coupons.Lacie Thompson (10:36.559):Right. The cool thing about affiliate marketing is that you're essentially, as a brand, letting other people tell your story for you, right? And that is so much more powerful for consumers—hearing from an influencer, a media publication, or an editor. Especially editorial publications with strong reputations.People have a lot of trust in those voices. They trust them more than they trust the brand. So we're seeing a shift toward leveraging what your partnerships are saying about you in other marketing channels. That's another cool thing about being part of New Engen: figuring out how to take what an influencer or a content partner like Wirecutter is saying and turn that intocontent that gets in front of your audience through other channels. And I think a lot of people now know that performs much better than just the brand talking about itself.Kerry Curran, RBMA (11:46.412):Yes, I definitely think that third-party endorsement—especially from a trusted source—goes so far. Again, that ties back to what you said about affiliate being a brand strategy as well. You've talked about the shift from performance-only to brand-plus-performance integration. Talk more about how you're approaching that within New Engen and what you're seeing with clients or brands you're speaking with today.Lacie Thompson (12:19.993):Yes, I mean, historically, I grew up in the age of performance marketing, right? We had sophisticated MTAs. We were focused on understanding what the right MTA was, and how to tweak it in order to understand performance. But you get to this point where, when you're hyper-focused on trackable KPIs, you become as efficient as you can be—but you're also not scaling. So internally at New Engen, a lot of what we focused on in the early days were DTC startups that scaled very rapidly, hyper-focused on performance marketing. But then, at a certain point, you reach a plateau. And the way brands have historically thought about brand versus performance is: performance has KPIs we hold to—ROAS, CAC, whatever it is. On the brand side, those don't really exist. You're looking at engagement rates and lots of other indicators. As we've seen the two converge, we've needed to come up with better ways to measure the impact across the board. That's led to our belief that the foundation needs to be measurement—specifically, a mindset shift in how you approach it.You can't rely solely on Google Analytics as your source of truth. You can't rely just on your affiliate tracking platform—or even on some of the other channel platforms. So we believe that, to get past the performance plateau and actually grow your brand, you have to rethink how you're investing your dollars.Kerry Curran, RBMA (14:26.38):That is so smart. What I've seen over the years is that MMMs don't include all the channels—not just affiliate. Media mix modeling often only includes paid touchpoints. So it sounds like you've gotten to a point where you're really able to measure the impact. It's not “Here's your affiliate report over here, and here's your separate search, social, programmatic report.” You're really looking at the data together. So talk a bit more about how you've been able to do that.Lacie Thompson (15:02.307):Yes, our SVP of Analytics, Andrew Richardson, is just incredible. His understanding of the whole ecosystem—I really respect it. Because oftentimes, affiliate gets pushed to the side, like the redheaded stepchild. But he actually really understands it. So when he built our MMM approach, everything includes affiliate. But it goes beyond that. It also includes: How are your competitors impacting your ability to grow? If they're spending more on media, that has a negative impact on you. We've done things in our models that account for factors like: Is it an election year, and how might that affect your business? We're also looking at your brick-and-mortar store performance and how your digital spend is affecting it. So it really depends on the business and its model—what components matter, the time of year, and everything else.Lacie Thompson (16:08.943):Every situation is different. So we want to come to the table with a model that makes sense for each brand. What's really cool—and validating for me—is that early on at LT Partners, we built a proprietary platform called Lift. We believed just looking at the data in the tracking platform wasn't enough to optimize your program. We always believed that how much new traffic a partner drives is indicative of their incrementality. So we pull data from Google Analytics, match it with the tracking platform, and we've built insights and tools for our team to use on top of that data. We optimize toward partners who are introducing brands to new audiences. And with Lift, we have benchmarking data that tells us, on average, what percentage of traffic is new from content partners, coupon partners, or even individual partners.When we talk with enterprise brands that have advanced measurement tools like Measured, Rockerbox, or Northbeam, sometimes they share that data with us. And we often see close alignment between the level of new traffic and the level of incrementality these models show. Same thing with our internal MMMs. So, while we look at multiple KPIs, it's validating to see that our focus on new traffic is supported by broader measurement.That means smaller brands don't necessarily have to spend hundreds of thousands of dollars. There are other ways to optimize toward what's incremental and valuable— and it doesn't have to be a massive lift.Kerry Curran, RBMA (18:34.678):Thank you for sharing that, because there are so many data points. We talk about this all the time—how the customer journey is not linear. There are so many touchpoints. They go back and forth. Being able to measure impression data—like where someone read your article or saw your brand but didn't take action until later—is really important. It's a very normal behavior pattern. And being able to still attribute that back to the publisher matters. I remember hearing about brands cutting their affiliate marketing because they couldn't prove it drove incrementality. But there's this larger lift that you're able to see. It just sounds like it's helping brands get smarter and smarter about how they're investing.Lacie Thompson (19:32.163):Yes, there are really a couple of different buckets when it comes to measurement to think about. One is actually being able to measure the impact—which I think requires a few different angles to get the right perspective on whether your affiliate program or any other channel is driving incremental value, and what that value looks like.Then there's another bucket: how do I optimize a program? How do I drive toward creating more incrementality? And those don't have to be the same things. I think sometimes when I talk about new traffic, or first-click attributed revenue versus last-click attributed revenue, people ask, “Oh my gosh, do you think we should be using first-click attributed revenue as our measurement?” And I'm like, no—that's over here. That's a different conversation. I'm talking about what data we need to look at to try to improve what the measurement says over here. And oftentimes, that means trying to grow first-click attributed revenue because that is typically more incremental than last-click.Kerry Curran, RBMA (20:50.476):Yes, and to your point, it's about looking at different data points and getting smarter. And I think the more we've seen analytics become more advanced—tracking more touchpoints—the more correlation we see between the channels and the impact they have on each other. At the end of the day, that's what makes affiliate so incredibly valuable and important.I've talked in the past about getting affiliate a seat at the planning table. When the brand is thinking about how to allocate budgets—TV, display, programmatic, search, social—affiliate needs to be part of that conversation. Within New Engen, you have that natural organizational structure to foster that. But it's still a challenge for a lot of agencies and brands that aren't looking at it that way.It sounds like it comes down to getting smarter about the data you're evaluating and how all those touchpoints are really driving impact.Lacie Thompson (21:57.435):Well, I think that's the problem. You have this conflicting dynamic within the channel: it's traditionally performance-based, and it's optimized on a last-click basis. You're paying your partners based on whether they drive the last click. And then everyone gets mad when the big partners figure out how to get that last click—and they say the channel isn't incremental. Well, maybe that's because you're hyper-focused on bottom-of-funnel, spend efficiency, and you're not thinking about partnerships strategically. You're not thinking about how to grow the channel or how to measure it appropriately to understand the impact.The last-click performance nature of the channel will never allow you to fully reward the right partners. It will never allow you to fully understand the value of those partners. So, the actual construct of the channel is in conflict with it having a greater impact on your business.Some marketing leaders just say, “I'm going to let it do its thing, be super efficient, and not pay attention to it.” But I think that's a huge miss. When you think about your holistic approach and how to grow your brand, a lot of people say, “Well, it's so small. It's only 10% of my spend.”Well, it could be 15% of your spend—but have twice as much impact—if you thought about doing it differently.Kerry Curran, RBMA (23:28.942):Yes, and that spend is purely attributable. It's usually a commission—or a cost-per-acquisition model—so it's not like other channels where you're spending millions of dollars and may never know the outcome. So, there's still a lot of education that needs to happen. But the brands you work with are lucky to have you out there helping them get smarter. So, thank you. For the people listening who are thinking, “I need to get smarter about this”—what are some of the readiness steps or foundational things they should have in place to better measure affiliate and integrate it into their broader strategy?Lacie Thompson (24:26.095):I think the first step is really just making sure everything is set up properly. Do you have your UTMs set up—assuming you're using GA, which most people are? Some people use Adobe or other sources of truth, but most still have GA.There are obviously nuances and other ways to do it, but in general, you should make sure that your UTMs are structured appropriately within your affiliate program so everything flows into Google Analytics in a way that lets you match it up with your platform data.Otherwise, you're missing visibility into traffic driven by partner—relative to one another. You might also miss out on more advanced attribution models. That's the foundation to build on top of if you want to optimize your partnerships more thoughtfully.It's also very important to have that data available to share with the partners. Publishers don't know how much new traffic they're sending you. They don't get that feedback loop. The way we think about the data isn't just for internal use—we want to share it.We want to show partners the KPIs that are most valuable to the brand and ask: What can we do together to improve these metrics? If you give them that information, many partners are creative and clever and can come up with great solutions.But a lot of them have been trained to focus on the last click, maybe a higher conversion rate or AOV. And that training does a disservice to the partnership if you're not giving them better insight—and helping them succeed in ways that also help you.Kerry Curran, RBMA (26:36.182):Yes, definitely. To your point, all of it helps companies and brands drive better results and outcomes. So it's about having the right data—and doing smarter things with it.So thank you so much, Lacie. How can people find you?Lacie Thompson (26:52.731):I feel like I'm everywhere! I'm on LinkedIn, you can email me, text me—I'm always available to chat. I'm always happy to help. I love finding ways to improve the industry holistically.I'm happy to give advice—or I love hearing what other people are doing that's cool and unique and special. I love collaborating with other brands. I'm one of those people who doesn't really say no to talking about anything, anytime.You never know where conversations might lead, so please reach out if you want to chat.Kerry Curran, RBMA (27:41.73):Definitely. Well, thank you. I'll be sure to include all that information in the show notes. I really appreciate your time. I've enjoyed our conversation and look forward to having you on again in the future. Thanks, Lacie.Lacie Thompson (27:53.859):Amazing. Thank you so much, Kerry.Kerry Curran, RBMA Thanks for tuning in to Revenue Boost: a Marketing Podcast. I hope today's conversation sparked some new ideas and challenged the way you think about affiliate performance and full funnel growth.If you're serious about turning marketing into a true revenue driver, this is just the beginning. We've got more insightful conversations, expert guests and actionable strategies coming your way. So search for us in your favorite podcast directory and hit subscribe. And hey, if this episode gave you value, share it with a colleague and leave a quick review. It helps more revenue minded leaders like you find our show.Until next time, I'm Kerry Curran, helping you connect marketing to growth, one episode at a time. We'll see you soon.

The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth

THINK Business with Jon Dwoskin

Play Episode Listen Later Apr 4, 2025 27:52

The Future of Integrated Media – Smarter Digital Marketing for Revenue Growth"It's no longer about winning the channel; it's about winning the customer. Too often, brands optimize for individual platforms without considering the bigger picture. Today's consumers move seamlessly between channels. If we reach the right audiences with the right message and high-impact creative, we lift all ships. The brands that break down silos and adopt an integrated, customer-first approach will drive real, measurable growth." That's a quote from Sammy Rubin, VP of Integrated Media at Wpromote, and a sneak peak at today's episode. In this episode The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth I sat down with Sammy Rubin, VP of Integrated Media at Wpromote, to discuss the evolving landscape of digital marketing and how business leaders can optimize their media strategies for sustainable revenue growth.With budgets tightening and expectations rising, business leaders must rethink how they allocate marketing dollars. Sammy emphasizes the need for brands to unify their internal teams, leverage data-driven decision-making, and test integrated strategies that align with evolving consumer behaviors to drive sustainable revenue growth. Be sure to stay until the end when Sammy shares what you need to start optimizing integrated media asap! Are you ready to take your marketing strategy to the next level! Let's go! Kerry Curran, RBMA (00:01.186)So, welcome, Sammy. Please introduce yourself and share your background and expertise.Sammy Rubin (00:07.025)Thank you so much for having me. I'm Sammy Rubin, VP of Integrated Media at Wpromote, a leading independent marketing agency. I do everything from consumer insights and category intelligence to media planning and buying. Everything we do is underpinned by industry-leading intelligence, and we have an amazing creative team as well. So, we really support clients in achieving their business goals through all aspects of our work.In my role as VP of Integrated Media, I oversee the teams developing integrated strategies for our clients—everything from CPG to retail to entertainment. I have the privilege of being part of these teams and helping to guide what we take to market.Just a bit more background about me: I've been on the agency side my whole career and have had the privilege of working with some amazing brands. I've partnered with disruptor brands like SoulCycle and Yasso Frozen Greek Yogurt (which is always stocked in my freezer), as well as Fortune 500 companies like Nike and WarnerMedia. I started as a paid search manager, and it's been an incredible journey evolving from a single-channel focus to an integrated media leadership role.It's been amazing to watch media evolve and see how having an integrated media lead on your business is a no-brainer. It provides a holistic view of how all marketing investments contribute to business results—which is what we're all rallying around today.Kerry Curran, RBMA (01:51.15)Thanks, Sammy. I'm so excited to have you and hear about what you're seeing, hearing, and doing these days. We're such kindred spirits—I also grew up in the performance media world. I actually started as an SEO manager because, at the time, paid search was still new. But you're right—there has been so much evolution, and the channels are constantly changing and getting smarter.To your point, you can't just have a single-channel approach or strategy anymore. I love your integrated media role. You must get to see it all. What trends are you seeing these days?Sammy Rubin (02:33.041)Yes, my focus over the past 18 months or so has really been on commerce. There are many definitions of commerce in this space right now, but what I mean is partnering with brands that have direct-to-consumer objectives—whether through e-commerce, their own brick-and-mortar stores, or wholesale retail relationships, including Amazon.When it comes to commerce, what we're finding—back to the point of integration—is that it's no longer about winning the channel; it's about winning the customer. And when I say "channel," I mean both media and sales channels. Clients have sales objectives across different retailers and distribution points, but if we do our jobs right as marketers—effectively reaching the right audiences with the right message and high-impact creative—it lifts all ships.We see this reflected in data and our own behaviors. You and I, like most consumers, search on social media, pre-validate in-store purchases on Amazon or Reddit, and then take the next step. So, it's really important for brands to take a customer-first approach—understanding where they show up and ensuring their creative is more critical than ever before.I think the latest eMarketer stats show that adults in the U.S. spend over 13 hours a day with media. That's a lot. Like, what else do we do? Sleep? I know I get eight hours of sleep every night—at least, all my trackers tell me that. But if we're spending that much time with media, exposure alone is no longer enough. We need to drive engagement.That's where creative is the new media targeting—it's the new media strategy for many environments. In Meta's algorithm, over 50% of what you pay is based on projected creative engagement and other creative-related factors. As brands, we must show up consistently across platforms because customers bounce from place to place.Kerry Curran, RBMA (04:05.422)That's a lot—all our waking hours!Sammy Rubin (04:24.349)Exactly! And advanced measurement plays a big role here. Consumers will purchase wherever it's convenient—whether that's Amazon, TikTok, or in-store. We're launching TikTok Shops for many clients, and having an integrated measurement approach helps avoid the blind spots created by siloed data.For example, we often see a CTV campaign or a social program funded by a DTC marketing team drive sales at Walmart or Amazon stores. That's because, to the customer, those distinctions are irrelevant—unless there's a specific offer tied to the channel.We build high-velocity media mix models for our clients through our proprietary tech platform, Polaris. This platform integrates foundational reporting, media mix modeling, and incrementality test design, helping us showcase the impact of different media activities on various business outcomes.Kerry Curran, RBMA (06:25.41)Yes, I love that. The holistic experience is key. Customers don't care if an ad is on Meta or Google, and they likely won't even remember where they first saw it.I was just recording another episode on media mix modeling and attribution. The point made there was that we're going back to measuring impressions and the importance of creative—because it provokes an emotional response and drives action. But we can't control what action they take. We just have to ensure our brands are out there, engaging, and driving conversions.Sammy Rubin (07:13.437)Exactly! It's about reframing high-intent actions. Are we seeing an increase in Instagram profile views? Organic social video views? These are proxies for site traffic. For many audiences, especially Gen Z, social media is the new website.Kerry Curran, RBMA (07:41.198)Right.Sammy Rubin (07:43.121)And that perspective needs to be incorporated into measurement strategies.Kerry Curran, RBMA (07:49.486)That's such a great point. You also mentioned retail media—when you and I started, it wasn't a thing. Now, it dominates strategy and investment dollars. How are you incorporating that shift into your clients' strategies?Sammy Rubin (08:15.781)Retail media investment growth is astronomical. Retailers have turned into media conglomerates, and they want a bigger share of total marketing budgets—not just retail budgets. They now offer influencer marketing, off-site paid search via Google and TikTok, first-party retail data, and closed-loop measurement.Retail media is just media. We know that brands have historically driven sales across all retail doors through broad awareness campaigns. That still holds true today. Clients now ask us whether they should invest directly with retailers or take a broader media mix approach.We recently ran a matched-market test for a client, exposing certain markets to media activations while holding others out. We drove measurable 10-20% sales lift in those markets without retail media—proving that broader media strategies can also drive retail results.Kerry Curran, RBMA (10:45.016)Wow. Yeah.Sammy Rubin (11:00.923)We're constantly testing to see what works for our clients. What works for one brand might not work for another. But with everything being retail media, the role of an integrated media strategist is to figure out the right places and spaces to activate and how to hold those dollars accountable for achieving objectives.Kerry Curran, RBMA (11:21.432)I love that example and the market testing approach because brands' budgets are getting smaller, yet we're all expected to do more with less. It's about driving effectiveness and efficiency and figuring out how to do it. To your point, if you don't have the budget, you can't just dump everything into the retailer—you have to get smarter and more strategic.So much of this revolves around consumer behavior and what they're going to do. I know this shift—thinking more about consumer behavior versus channel targeting—is a big one for clients. How are you educating them and pushing for that integration?Sammy Rubin (12:11.567)Yes, it really depends on the brand. The internal organizational structure can vary drastically, even among brands within the same vertical or of the same size.For example, we have CPG brands that have both a D2C marketing lead and a retail marketing lead. Others have a D2C marketing lead, a retail e-commerce lead, and a shopper lead.Or, we might have a brand with a brand marketing lead, a performance and growth marketing lead, and a retail lead. There's no standardization in terms of which teams drive which commerce objectives.But in every case, what's required is an integrated media mix to drive those different commerce objectives—whether direct-to-consumer, e-commerce, in-store, or retail. All of these teams start circling around the same media platforms and creative messaging but in service of different financial goals tied to different commerce channels.When that happens, resources are duplicated, and creative production multiplies.Kerry Curran, RBMA (13:31.138)Yes, they start competing with each other.Sammy Rubin (13:36.101)Exactly. And I don't know what the incentive structure looks like behind the scenes, but it likely plays a role in who wants control over what.The bigger issue is the blind spots in measurement when there's no unification or transparency across data, activation schedules, or even simple things like campaign calendars.For instance, if the DTC team is running a massive CTV activation but the team managing Amazon retail media or brand search isn't aware, they might not adjust their investments to capture that demand.Having remarketing audiences set up properly and ensuring synergy between teams is crucial for marketing efficiency. And that requires unification.I won't sugarcoat it—it's challenging work. Many brands have legacy structures and long-established ways of working. But the data doesn't lie.At the end of the day, all these different marketing stakeholders are laddering up to a single point of accountability—the CMO, the VP of Marketing, or another senior leader.The CFO obviously cares too, right? They want to maximize the return on marketing investments and find efficiencies.So, we're building operating models to unify teams internally, especially across planning. What are the different goals, product priorities, budgets, and audiences? These will often be different for each team, but by coming together in an integrated planning session, we can align efforts.That way, teams can draft off each other's impact, shift certain responsibilities where needed, and ensure media dollars are deployed strategically. From a measurement perspective, we then report on both individual and collective goals.We also do more integrated reporting and measurement. What's the halo effect of different media tactics on different commerce channels?For example, we've seen cases where a retail client scaled back social media, and the Amazon team later reported a bad sales week. When teams don't communicate, they don't realize the relationship between social media in the market and performance across different distribution channels.Using data as a unifying factor is so important. It sounds obvious, but truly building that data foundation is critical.Kerry Curran, RBMA (16:36.076)Yes, I've seen exactly what you're talking about—when internal teams don't share their strategies, they either compete or lack alignment.Your consultative approach—bringing an organizational and data framework to clients—must be invaluable for improving efficiency and effectiveness. I love that your clients are listening and working with you to optimize.You also have a solution to unify this data. Can you share more about your data platform?Sammy Rubin (17:38.973)Yes, at Wpromote, our proprietary tech platform is called Polaris. It serves as the foundation for all our standard media reporting.We have over 100 API connections with various media and data sources. We use this to build an integrated data taxonomy—not the most exciting topic, but extremely important—so we can see all our data in one place.On top of that, we can layer in advanced analyses, including media mix modeling, incrementality test design, and scenario planning. For example, if we launch a new media channel, scale back an existing one, or receive additional budget, how can we best optimize our investments?Sammy Rubin (18:38.141)Once we have that data foundation, we can integrate additional factors like pricing data and promotional data to enhance modeling. This allows us to distinguish the impact of media versus price or distribution as key levers in achieving business goals.It's all about moving from crawl to walk to run, but it's entirely attainable with the right data infrastructure.When I joined Wpromote in 2020, one of my first priorities was building our media strategy department to help clients achieve holistic business results.It's one thing to have integrated measurement and insight presentations, but actually moving dollars and stewarding budgets across the entire media mix is critical.Our media strategists lead this effort, ensuring innovation while leveraging the right mix of people, technology, and processes to drive success.That's how we help our clients.Kerry Curran, RBMA (20:02.734)It's so valuable. As you were talking, I kept thinking about how not only the media channels have evolved but also how data has evolved.Marketers are getting smarter, brands are targeting audiences more effectively, and investments are working harder.This has been so helpful—thank you for sharing your expertise.For listeners who want to get started, what's the first step you'd recommend for brands looking to optimize and integrate their media strategies?Sammy Rubin (20:42.545)Step one: Have a conversation with all your internal counterparts who oversee different marketing investments and priorities.Get a full picture of all media currently in-market—or planned—to identify synergies.See where you might unlock value by integrating investments across teams. Often, the same media partner is being leveraged by multiple teams, but they're working in silos.Then, start building integrated media reporting.You don't need API connections or advanced modeling on day one. Just align on KPIs, how teams measure success, and how media investments are being attributed.Once you identify trends—like, "Hey, two weeks ago, this team ran a large CTV activation, and we saw a lift"—you can start applying causal impact modeling to confirm relationships.Kerry Curran, RBMA (22:30.85)I love that. Sammy, thank you so much. This has been so valuable.How can people find you?Sammy Rubin (22:47.355)Find me on LinkedIn—Sammy Frankel Rubin—or through Wpromote. If anything we discussed today sounds interesting, feel free to reach out.Kerry Curran, RBMA (22:59.918)Excellent! Thank you so much, Sammy. Looking forward to speaking again soon!Sammy Rubin (23:05.51)You too—thanks so much!

Speed Round with Chris Orzechowski

Play Episode Listen Later Apr 1, 2025 1:23

Dive into an engaging speed round from THINK Business LIVE with Jon Dwoskin and Chris Orzechowski, Fractional Chief Marketing Officer. These quick-fire questions and candid answers reveal best advice, favorite books, and personal insights. Watch the full episode Connect with Jon Dwoskin: Twitter: @jdwoskin Facebook: https://www.facebook.com/jonathan.dwoskin Instagram: https://www.instagram.com/thejondwoskinexperience/ Website: https://jondwoskin.com/LinkedIn: https://www.linkedin.com/in/jondwoskin/ Email: jon@jondwoskin.com Get Jon's Book: The Think Big Movement: Grow your business big. Very Big! Connect with Chris Orzechowski: Website: https://100yearbrand.co/ Twitter: https://twitter.com/chrisorzy Instagram: https://www.instagram.com/100yearbrand/ LinkedIn: https://www.linkedin.com/in/chris-orzechowski-b5531823a/ Facebook: https://www.facebook.com/100yearbrand *E – explicit language may be used in this podcast.

dive speed round very big jon dwoskin fractional chief marketing officer chris orzechowski

From Awareness to ROI: Maximizing Influencer Marketing for Revenue Growth

Play Episode Listen Later Apr 1, 2025 27:52

"It's no longer about winning the channel; it's about winning the customer. Too often, brands optimize for individual platforms without considering the bigger picture. Today's consumers move seamlessly between channels. If we reach the right audiences with the right message and high-impact creative, we lift all ships. The brands that break down silos and adopt an integrated, customer-first approach will drive real, measurable growth."That's a quote from Sammy Rubin, VP of Integrated Media at Wpromote, and a sneak peek at today's episode. In The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth, Kerry sits down with Sammy to discuss the evolving landscape of digital marketing and how business leaders can optimize their media strategies for sustainable revenue growth. With tightening budgets and rising expectations, business leaders must rethink how they allocate marketing dollars. Sammy emphasizes the importance of unifying internal teams, leveraging data-driven decision-making, and testing integrated strategies that align with evolving consumer behaviors to drive measurable results.

From Social to Strategy: How Smart Organic Content Fuels Consumer Interest & Revenue Growth

Play Episode Listen Later Mar 28, 2025 31:00

From Social to Strategy: How Smart Organic Content Fuels Consumer Interest & Revenue Growth"Brands need to stop thinking of themselves as the center of the conversation and start putting their audience first. If you focus on fulfilling their interests—whether through information, education, or entertainment—you're not chasing engagement anymore. You're creating value, and that's what drives real organic growth." That's a quote from Clayton McLaughlin and a sneak peek at today's episode. Hey there! I'm Kerry Curran—revenue growth consultant, industry analyst, and host of Revenue Boost: A Marketing Podcast.

Smarter Marketing Measurement: Your Competitive Edge for Revenue Growth

Play Episode Listen Later Mar 23, 2025 30:05

Smarter Marketing Measurement: Your Competitive Edge for Revenue Growth"The big ‘aha' moment for most marketers comes when they cut something they thought was working, wait 30 or 60 days, and see that sales remain exactly the same. That realization—that they were spending money on something with zero impact—can be both eye-opening and unsettling." – That's a quote from Jeff Greenfield, CEO of Provalytics and a sneak peak at today's episode. Today, we're diving deep into one of the most critical challenges in modern marketing: measurement.How do you know if your marketing dollars are truly driving revenue? Are you making data-driven decisions—or just guessing? In today's episode Smarter Marketing Measurement – Your Competitive Edge for Revenue Growth, I'm joined by Jeff Greenfield, CEO and co-founder of Provalytics.In this episode, Jeff and I discuss:✔️ Why most marketing measurement is broken—and how to fix it✔️ The impact of upper-funnel branding and how to prove its ROI✔️ How AI and machine learning are transforming attribution✔️ How to align marketing and finance using a single source of truthBe sure to listen to the end where Jeff shares actionable steps to improve your measurement strategy today!Are you ready to take your marketing strategy to the next level! Let's go! Kerry Curran (00:01.144)So welcome, Jeff. Please introduce yourself and share a bit about your background and expertise.Jeff Greenfield (00:07.758)I'm Jeff Greenfield. I am the co-founder and CEO of Provalytics, an AI-driven attribution platform. Since 2008, I've been in this space to answer that old question from John Wanamaker: "Half the money I spend on advertising is wasted. The only problem is, I don't know which half." Since 2008, I've been helping marketers and brands determine which half is wasted and how to redeploy those existing funds to increase their return on investment.Kerry Curran (00:45.678)Excellent. We're excited to hear everything you know about analytics, data, and attribution. So tell us—when your prospects or brands call you for the first time, what are some of the business challenges they face that make them realize they need your help?Jeff Greenfield (01:06.432)I'd say one of the top challenges is the concept of overcounting. Most marketers operate in more than one channel—typically five or six or more. Each channel has its own way of counting. The best way to think about it is that when you're advertising on Meta, they don't know that you're also on TV. They don't know that you're on Google. Criteo doesn't know that you're on Amazon.Kerry Curran (01:17.742)Mm-hmm.Jeff Greenfield (01:33.294)If you have a thousand orders in a day and you're working across five partners, when you add up all their data, it may actually tell you that you had 5,000 orders. So, overcounting is a major issue. Marketers often ask, “How do I figure out all this math?”Another big challenge is knowing that, as a marketer, you hear anecdotally that channels like connected television (CTV) and podcast advertising work for brands similar to yours. Yet, when you try them, you don't see results, and you wonder, “What's the magic? How is it working for them, but not for me?” You don't see the numbers going up, and you're trying to figure out why.Finally, one of the biggest challenges is the constant tension between marketing and finance. Finance teams are heavy on math, and they often talk about marketers under their breath, saying we don't understand how math works. Meanwhile, marketers think finance doesn't understand how marketing works. This disconnect is critical because finance controls the budget. If you want more budget, you have to speak their language. Those tend to be the biggest issues.Kerry Curran (02:57.442)Yeah, it's definitely a challenge. I'm nodding and laughing because we all know that CFOs are the hardest to convince of marketing's value—especially for upper-funnel initiatives. I believe in the rising tide lifting all ships when it comes to marketing, but you're right. If you can't align investment at the channel level or prove overall impact, it becomes much harder to justify.You're helping clients identify the sources of traffic and revenue. How do you solve for this? How are you helping them build out a single source of truth?Jeff Greenfield (03:47.534)That's the key—figuring it out. One issue within organizations is that, going back to my earlier example, if a company has five agencies, each agency is using its own methodology. They rely on platform metrics, their own internal metrics, and the marketing team's metrics. So, if each agency uses three different methods, and then finance has its own, that means the company has 15 or 16 different sources of truth.Kerry Curran (03:56.077)Yeah.Jeff Greenfield (04:17.358)This becomes a huge issue. We solve it using a statistical, machine-learning, AI-driven approach.Back in 2008, when I built C3 Metrics, we could collect 100% of the data—all website data, third-party data, and impression data. We could track an end-to-end trail, with date and timestamp, whenever someone converted.Then, privacy regulations changed everything. Facebook, YouTube, iOS—they all said, “You can't have impression data anymore.” Now, there are more data gaps than available data. So, we had to ask, “How do we fill these gaps?” That's where statistics, machine learning, and AI come in.The great thing is that we no longer need user-level first-party data. AI has become so advanced that all we need is daily aggregated marketing data from platforms and separate conversion data. We can link them together.This allows us to connect digital and traditional channels to digital KPIs—whether on a company's website, Amazon, or other marketplaces. We can even connect marketing impressions to individual scripts written each day.We're now in a privacy-centric world. We're not tracking at the user level, but because of stronger math and faster computers, we can achieve insights that were previously impossible.Kerry Curran (06:26.286)That's incredible. You bring up so many examples of how difficult it is to track conversions and touchpoints, and to demonstrate a channel's benefit and halo effect. So, break it down—how do you help brands, as you've said before, measure the unmeasurable?Jeff Greenfield (06:54.636)It's really about understanding how different channels impact one another.I was talking earlier today with a TV agency for one of our clients, and I reminded them how much things have shifted. Years ago, direct response TV ads would say, “This product is only available through this 800 number—limited supplies!” People would stop what they were doing and call.Now, consumers know they have options. They can visit the website, check Amazon, or walk into Walmart. The challenge is understanding how media in one channel influences conversions in another.For example, a brand might run TV ads directing viewers to their website, but most people actually go to Amazon instead.The biggest way we help brands is by taking data through a step-by-step process. First, we align the internal marketing team, because this is a new way of looking at data. Insights may feel uncomfortable at first—because they challenge assumptions.Then, we work with agencies. Brands hire search agencies to follow Google's guidance. But when you're advertising in 20 different places, you need to shift focus. Convincing agencies to adopt a new methodology takes time.Once everyone is aligned, we integrate the data into internal dashboards. This is where things get exciting—the CMO or VP of Marketing can go to finance and say, “Look at the dashboard. The numbers add up. Overcounting is fixed. The halo effect is accounted for.”And that's how you, as a marketer, get a bigger budget to grow the brand.Kerry Curran (10:34.094)That's so smart. Change management is one of the hardest parts of implementing new strategies, especially in marketing. How do you convince marketers, agencies, and CFOs to trust your data?Jeff Greenfield (11:04.142)Great question. Unlike old attribution models, which weren't incremental, our data is fully incremental.To build trust, we back-test all data. We validate models using a method called K-fold testing. Instead of withholding a full month of data, we train the model with a month's data but hold back different portions across multiple tests. This lets us validate the model while keeping recent data.But the real proof comes when marketers act on our insights. The moment they cut a campaign they thought was working, and 30–60 days later, sales remain unchanged—that's the aha moment.Here's the transcript with only grammar corrections, ensuring clarity while maintaining the original tone and intent: Jeff Greenfield (11:04.142)Well, that's a great question. Unlike the days of attribution—where the big complaint was that it was never incremental—our data is entirely based on incrementality. Everything we do is incremental. One of the ways we convince people of this is by back-testing all the data to validate the models.Kerry Curran (11:05.688)You.Kerry Curran (11:11.054)Mm-hmm.Jeff Greenfield (11:33.986)What I mean by that is, if you go back to the old days of marketing mix modeling, you would use about three years' worth of data. The last month of data would be held back, and then you would ask the model to predict the revenue for that most recent month. You could then compare the prediction with actual revenue to assess how well the model worked, which helped build confidence in the results. However, those results were based on a three-year period and were primarily used for planning the next year.Kerry Curran (12:03.832)Mm-hmm.Jeff Greenfield (12:04.158)But marketers today are most interested in what happened in the last month or even the last week. We don't want to hold back that data. There's been a lot of work in machine learning and AI to validate models while still providing the most recent insights.A technique called K-fold testing was developed for this purpose. It involves training the model using a month's worth of data while holding back a portion of the days. For example, we might hold back the revenue, leads, or add-to-cart data for 20% of the days and ask the model to predict those values. Then we repeat the process, holding back a different 20%, and do this five times. By the end, we've held back 100% of the data at different points, allowing us to fully validate the model's accuracy.Even though we can show a chart demonstrating that the model predicts outcomes with, say, 93% accuracy, nothing beats real-world testing. If the model suggests that a campaign isn't producing the expected results and recommends cutting it by 50%, we can test that recommendation by actually reducing the spend and observing what happens.Kerry Curran (13:11.758)Mm-hmm.Jeff Greenfield (13:26.816)The big “aha” moment for most marketers comes when they cut something they thought was working, wait 30 or 60 days, and see that sales remain exactly the same. That realization—that they were spending money on something with zero impact—can be both eye-opening and unsettling.The truth is, if you're not using analytics at this scale, much of what you're doing may have little to no impact. That's the first thing to recognize. But it's also important to understand that you didn't know any better before. The focus should always be on improving and moving forward. The best way to build trust in the model is to first show how well it predicts outcomes, and then implement the recommendations to see the results in action.Kerry Curran (14:18.946)Yeah, that's so smart. I love how you're able to prove the impact of your model and show how it works. It's a challenge to truly understand what's working in marketing.One of the things we've discussed before is the impact of branding initiatives and how different channels influence the bottom line. How are you uncovering those insights for marketers, especially in channels where there's less of a direct click path?Jeff Greenfield (14:54.636)First off, I think many marketers who have only worked in digital marketing have a warped view of how marketing actually functions. I blame Google Analytics for this because it's entirely click-based.Many marketers believe that we invest dollars to buy clicks, and clicks lead to sales—that's how marketing works. But that's actually not how marketing works.The click is the last thing that happens. What we do as marketers is invest dollars to buy eyeballs, which we call impressions. We buy impressions to capture attention. The job of those impressions is to build awareness, and when awareness is built up enough, people will take action—whether that's visiting a store or, in today's world, clicking on a website.For most brands today, their "store" is online, meaning clicks lead to conversions. But the hyper-focus on clicks—driven by Google, Meta, and other digital platforms—has pushed marketing dollars toward the lower funnel, at the expense of brand-building efforts.Kerry Curran (16:22.126)Mm-hmm.Jeff Greenfield (16:22.242)And that's a problem because the lower funnel is the most competitive space. It's a bidding war. If you spend the same budget this year as last year on a particular channel, you'll likely get fewer clicks because the cost per click keeps rising. Just look at Meta's and Google's earnings reports—they keep increasing because advertisers are stuck in this lower-funnel trap.Kerry Curran (16:42.232)[Laughs] Mm-hmm.Jeff Greenfield (16:50.102)Larger brands are catching on. They're moving up the funnel. Investing in upper-funnel marketing is the gift that keeps on giving because your funnel stays full. It delivers returns at twice the rate of lower-funnel tactics.We measure this by focusing on how marketing actually works—tracking impressions rather than just clicks. Our impression-centric model allows us to compare different channels—linear TV, CTV, direct mail, paid social, and more—on an apples-to-apples basis.Branding efforts often take longer to show impact, but we track multiple KPIs, not just revenue. We incorporate leading indicators, such as website traffic, call center volume, and other engagement metrics, to capture branding's long-term effects.Branding has always been critical, but now it's finally being recognized as the key to long-term growth.Kerry Curran (18:40.856)Mm-hmm.Kerry Curran (18:44.812)Yes, I completely agree. I've seen this play out across multiple brands. There's been such a race to the bottom—just focusing on immediate conversions without building awareness or customer relationships.I hope more marketers and CFOs are listening to this. Branding is the growth lane, and making smarter investments across channels is what truly drives long-term revenue growth.Jeff Greenfield (19:18.614)A thousand percent. Most marketing today is focused on offers, benefits, and limited-time deals. But brands that differentiate themselves with emotional messaging—connecting with their audience on a deeper level—win in the long run.Marketers obsessed with lower-funnel performance often forget that consumers form emotional connections with brands, and those connections drive purchasing decisions. The complexity of digital marketing has caused many to lose sight of fundamental marketing principles.Kerry Curran (20:14.53)Yes, I agree! That's exactly why we're here—to help educate people on marketing strategies and foundations.One key thing you've pointed out is that you can tie ad creative and messaging to performance. Going back to that emotional connection, how are you testing and measuring it?Jeff Greenfield (20:43.694)Absolutely. We incorporate ad creative as a dimension in our model. This works well for video, TV, and radio advertising. Even for search and social, brands can extract key ad attributes and integrate them into their marketing hierarchy.Once you categorize creative elements, you can analyze which components are driving higher sales or leading indicators. This data informs future creative strategies, ensuring continuous improvement. That's what makes this so exciting.Kerry Curran (21:32.62)I love that. Insights like these help brands become smarter, more efficient, and more effective with their marketing investments.Jeff, thank you so much for your expertise. For marketers who want to improve their measurement approach, where should they start?Here's your transcript with only grammar corrections, ensuring clarity while maintaining the original tone and intent: Jeff Greenfield (20:43.694)Absolutely, because that becomes one of the dimensions of the model. What's really exciting is that when brands actually take the time, they can easily analyze this for video advertising, TV, or radio. However, it becomes a bit more challenging when dealing with search and social ads.That said, it doesn't take much effort for marketers to go through their ads, identify key attributes, and integrate them into their marketing hierarchy. Once they do that, they can start seeing which ad components drive more sales or leading indicators. This, in turn, helps shape future creative decisions. That's what makes this so exciting.Kerry Curran (21:32.62)Yeah, I love that. I love the level of insight, and anything that helps brands become smarter, more effective, and more efficient with their investments is incredibly valuable.Jeff, I appreciate all of your insights. For the people listening who are thinking, I need to get smarter about my measurement, what are some foundational steps they should take to get ready?Jeff Greenfield (21:59.128)Well, the first thing I'd say is that most marketers running campaigns typically have a Google Sheet sitting on their desktop or laptop. It tracks daily spend, clicks, cost per click, and cost per sale. But what's often missing is the impression number.And chances are, when they downloaded the reports to build this sheet, impressions were included in the data—they just ignored the column.Kerry Curran (22:09.422)You.Jeff Greenfield (22:28.096)So, I'd recommend repulling all of that data for the last 12 months on a daily basis. Add an impressions column right after the date, then start graphing your daily impression volume alongside your daily clicks and daily sales. Look for relationships in the data.This is a DIY approach to what we do at Provalytics.Kerry Curran (22:40.204)You.Jeff Greenfield (22:54.302)As you analyze these relationships, look for a time delay between impressions rising and an increase in clicks and conversions. When you identify days where impressions spiked and led to a later uptick in sales, dig into those specific days. What did you do differently? That's the type of activity you want to do more of.This is the first step in preparing for a paradigm shift—understanding that we buy impressions, and that's where marketing analysis should begin.Kerry Curran (23:17.166)I'm sorry.Jeff Greenfield (23:22.964)The second step is education. At Provalytics, we've put a lot of thought into this, especially with all the privacy changes and how the industry is evolving.We created an Attribution Certification Course that covers the past, present, and what we see as the future of attribution. Because marketing will continue to change, the best way to prepare is by strengthening your foundational knowledge.The course is completely free. It takes about an hour and a half to complete, and there's a quiz at the end. If you pass, you get a certification you can showcase on LinkedIn. It's a great resource to deepen your understanding of how we got to where we are today.Kerry Curran (24:11.278)Excellent, Jeff! This is incredibly valuable. I'm definitely going to check out the Attribution Certification myself.Tell us—how can people find you? Where can they get in touch with you and learn more about Provalytics?Jeff Greenfield (24:25.634)People can always find me on LinkedIn if they want to connect. They can also visit the Provalytics website, where we offer an on-demand demo.We also host regular live demos, where we walk through the platform in detail and explain exactly how the modeling works. If anyone is interested, they can sign up, watch the demo, and schedule a time to chat with us.I'm always happy to speak with marketers—or anyone interested in this space. I know that, to most marketers, this is just math, but to me, it's kind of sexy.Kerry Curran (25:07.382)Awesome! Well, I'm glad we're making data and attribution sexy again, right, Jeff?Thank you so much for sharing your expertise, insights, and free resources with the audience. This has been fantastic.Jeff Greenfield (25:13.506)That's right.Jeff Greenfield (25:27.064)My pleasure, Kerry. Thank you so much for having me.

Monetizing Content: How Top Publishers & Brands Maximize Reach and Revenue Impact

Business RadioX ® Network

Play Episode Listen Later Mar 18, 2025 30:32

Cooper Schwartz: Monetizing Content: How Top Publishers and Brands Maximize Reach and Revenue Impact“The brands that win aren't just the ones with the biggest budgets—they're the ones that strategically align performance and brand marketing to maximize reach and revenue.” That's a quote from Cooper Schwartz and a sneak peek at today's episode.Hey there, I'm Kerry Curran, Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.Every episode, I sit down with top experts to bring you actionable strategies that drive real revenue results. If you're serious about growth, hit subscribe to stay ahead of your competition.In this episode, titled Monetizing Content: How Top Publishers and Brands Maximize Reach and Revenue Impact, Cooper Schwartz, Head of New Business and Growth at Money Group, shares his expertise.In a crowded digital landscape, content alone isn't enough. Brands need a strategy that turns visibility into real revenue. Cooper and I discuss strategies for leveraging publisher partnerships to create high-impact, holistic, cross-channel digital programs that drive both reach and ROI.We dive into the winning formula for balancing performance marketing and brand strategy—and how to dominate non-branded paid search while outmaneuvering your competition.Stay tuned until the end, where Cooper shares actionable strategies to optimize content for revenue growth. Let's go!Kerry Curran, RBMA (00:01.107)Welcome, Cooper! Please introduce yourself and share a bit about your background and expertise.Cooper Schwartz (00:07.534)Hi, Kerry. Thanks for having me. My name is Cooper Schwartz, and I am the Head of New Business and Growth at Money Group, a portfolio company that has been around for about 11 years. We own notable brands like Money.com and ConsumersAdvocate.org, as well as proprietary technology like NavChain. I'm also one of the founding partners and have been with the company for 11 years.I was actually the first employee. I originally came from a therapy background—my mother is a therapist, and I thought I would follow in her footsteps. However, two of my close friends—one with 10 years at Google and the other at SEO Moz—convinced me to jump into affiliate marketing and help build this company. So here I am today, still finding opportunities in the market and excited to talk with you.Kerry Curran, RBMA (01:02.843)Awesome, thanks, Cooper! I had no idea about your therapy background. We could totally pivot and have a different conversation! I always say marketing is a lot like psychology—it plays a strong role in what we do, so I'm sure that background strengthens your expertise.Anyway, I'm excited to have you here because I know you have a ton of valuable platforms.Cooper Schwartz (01:09.484)Yeah, yeah.Kerry Curran, RBMA (01:29.617)You have a range of brands and technology under Money.com, so I'd love to hear more about how you're helping brands navigate their business challenges. When brands or agencies reach out to build a partnership with you, what are they typically looking for?Cooper Schwartz (01:51.672)You're right—Money.com is a strong domain. Before it became Money.com, it was Money Magazine, a 50-year-old brand that people have nostalgia for. It was all about planning for the future and sharing insights on managing finances.Today, brands still want to be aligned with the Money brand. But we don't just offer content alignment—we provide a variety of campaigns and marketing opportunities. Many brands approach us saying, “We love the brand, we love the content—how can we work together?” That's a great starting point for the many solutions we offer.From non-branded paid search to placements across our ad network of about 150 publishers, we help brands engage with their audience in unique ways. Some of these publishers might be seen as competitors, but in reality, they're “frenemies.” We help brands leverage content, align with our brand, activate paid search strategies, and secure placements on other high-authority sites, all while simplifying the management process.Kerry Curran, RBMA (03:37.691)That's great. It sounds like brands really value the partnership and brand equity you offer. Can you walk us through how you start these relationships and build custom strategies to increase their awareness and authority?Cooper Schwartz (04:03.192)Sure! There's always an initial “interview” process—almost like dating. Not to take it back to therapy, but it's about getting to know the brand:What are their needs?Who is their target audience?What are their expectations?What are their key performance goals?We get a lot of inbound interest because money impacts nearly every industry. But we have to ensure alignment goes both ways—not just that they align with our audience, but also that we can effectively reach their audience.At our scale, we also consider resources. Can we accommodate the brand in a way that sets them up for success? We prioritize enterprise-level partnerships that move the needle for both companies. That often means ensuring the investment in a given category can be six or seven figures annually—we need to create impact on both sides.Once we've established alignment—brand fit, budget, resources—we dive into which marketing channels make sense:Are they already running paid search? If not, why?How can we help them expand their shelf space on Google?Is brand awareness the priority? If so, we can integrate them into our franchise content like Best Places to Live, Best Hospitals, Best Colleges, which reach wide audiences.Are they struggling to get placements in high-authority content? If so, we can help them secure placements on Forbes, NerdWallet, CBS News, CNN, and others.Kerry Curran, RBMA (06:53.058)That's great! I love that you have such a wide portfolio of solutions that are fully customized to each brand's goals.So, let's say an enterprise brand comes to you for a rebrand, product expansion, or new launch. You work with them to align with the right publishers and strategies. Can you share a specific example of a successful partnership?Cooper Schwartz (07:39.918)Sure! One that I'm especially proud of is our partnership with ADT.We've worked with ADT for about eight or nine years, originally in non-branded paid search—helping them reach high-intent consumers who were still undecided. Over time, our relationship evolved into exploring additional channels.Last year, we launched a sponsorship activation for Money's Best Places to Live, working closely with ADT's PR, media acquisition, and marketing teams. The goal was to integrate ADT's branding into content about protecting the best places to live.This was a multichannel activation that included:Social media campaignsVideo contentTargeted PR effortsWeekly performance check-insThe result? A high-impact security hub on Money.com featuring ADT across 100+ articles. It was a strategic, elegant execution.Not only did we secure ADT placements on our own sites, but we also helped them get featured on CBS News, The New York Post, and other major publishers. This is the kind of holistic strategy that allows brands to gain visibility across multiple trusted sources.Kerry Curran, RBMA (10:34.345)That's an excellent example! It really demonstrates how brands can layer multiple channels—from paid search to PR to content—to create a unified, impactful strategy.Let's shift gears to AI and Google's generative search results. How do your strategies help brands compete with AI-driven summaries at the top of search results?Cooper Schwartz (20:43.342)Great question! One core belief we've held is that editorial integrity matters. We prioritize keeping a human voice in our content while leveraging AI in strategic ways.Here's our approach:Investing in real writers & editors – AI can assist, but human oversight ensures depth and quality.Creating content clusters – Instead of one-off articles, we develop deep, interconnected content that builds expertise and authority.Partnering with already-successful publishers – Instead of relying solely on our content, we collaborate with trusted media brands that are already ranking well.The reality is, the pie is big enough. Rather than fighting for every ranking, we focus on working with the best—helping publishers monetize better while delivering results for our partners.Kerry Curran, RBMA (25:25.383)That's a smart approach. So, for brands listening today—what's the first step if they want to explore this strategy?Cooper Schwartz (25:40.910)Start by researching who dominates your industry's review space. Look at organic rankings, paid search, and media partnerships. If you see competitors investing in multiple touchpoints, that's a sign they're onto something.Then, reach out! You can contact me at cooper@money.com or find me on LinkedIn.Kerry Curran, RBMA (26:07.537)Awesome! We'll include those links in the show notes. Cooper, thank you so much for your time and insights today!Cooper Schwartz (26:20.098)Thank you, Kerry!Kerry Curran, RBMA Thank you for tuning in to today's episode. If you're struggling with flat or slowing revenue growth, you are not alone. That's why Revenue Boost: A Marketing Podcast, brings you expert insights, actionable strategies, and real-world success stories to help you scale faster.So if you're serious about your revenue growth, hit follow, subscribe, and drop a five-star rating. It helps us keep the game-changing content coming, as we're dropping new episodes regularly—and you don't want to miss out.

Heather Remec with SalesSong and Mike Craig with Destination Boat Clubs

Play Episode Listen Later Feb 27, 2025

Heather Remec/SalesSong Heather Remec is a sought-after Digital Marketing Agency Owner, Marketing Consultant, and Fractional Chief Marketing Officer who's dedicated to supporting visionary experts and business owners to escape marketing mediocrity and produce tangible results online. Working with emerging thought leaders seeking to run and grow their service-based businesses online, they're supported in building their […]

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Heather Remec with SalesSong and Mike Craig with Destination Boat Clubs

Gwinnett Business Radio

Play Episode Listen Later Feb 27, 2025

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Cracking the Amazon Algorithm: Strategies for Increased Visibility and Revenue

Play Episode Listen Later Feb 14, 2025 27:43

UdfyUsz6G8XKwjR7UFzX To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Winning Every Stage: A Sales Framework for Sustainable Revenue Success

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Play Episode Listen Later Jan 30, 2025 27:00

To connect with Paul Wilson go to: pwilson@massivegrowthpartners.comhttps://www.massivegrowthpartners.com/ To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

What is a Fractional CMO and what do they do?

Fractional CMO Show

Play Episode Listen Later Jan 23, 2025 30:57 Transcription Available

Title: Fractional CMO: Your Secret Weapon for Strategy, Leadership & High-Impact Teams In this episode, Casey unpacks what it means to be a fractional CMO, the responsibilities of this pivotal role, and why it's the ideal path for marketing leaders ready to tackle bigger problems and deliver impactful results. Whether you're curious about strategy versus execution, building a marketing team, or creating a thriving fractional CMO practice, this episode offers actionable insights to help you lead confidently and succeed in this exciting career path. Here's what we talked about: ● The key responsibilities of a fractional CMO ● Focusing on high-impact activities instead of day-to-day execution ● Building in-house marketing expertise to increase client value ● Choosing ideal clients who can afford and benefit from fractional CMOs ● Managing 3-5 clients for sustainable workload and income ● Leveraging AI tools for efficiency in strategy and operations ● The increasing demand for fractional CMOs ● Pathways to grow income and scale impact

SMS for B2B Success: Modern Marketing Strategies for Revenue Growth

Play Episode Listen Later Jan 12, 2025 19:43

In modern B2B marketing, we're seeing the evolution of adding SMS as a step in workflows. With engagement rates as high as 95 to 98% and a 90-second average response time, SMS ensures messages get the attention they deserve. This makes it a powerful tool for fostering relationships, driving engagement, and shortening sales cycles in the complex B2B buying process."In this episode of Revenue Boost: A Marketing Podcast, titled SMS for B2B Success: Modern Marketing Strategies for Revenue Growth, host Kerry Curran sits down with Amanda McGuckin Hager, CMO of TrueDialogue and a seasoned B2B demand generation expert, to explore the game-changing role of SMS in modern B2B marketing strategies. Amanda shares her insights from over 20 years in the field, diving into how SMS is transforming buyer engagement, shortening sales cycles, and driving revenue growth.The discussion highlights how SMS outperforms traditional email campaigns with open rates as high as 98% and response times averaging 90 seconds. Amanda explains how B2B companies can integrate SMS into marketing workflows, use it for real-time customer engagement, and even leverage it in sales relationships to build trust and strengthen connections. From personalized messages to event reminders and webinar follow-ups, SMS is becoming a critical tool for marketers and sales teams alike.Amanda also addresses key considerations for adopting SMS, including compliance with opt-in rules, new regulations for text message registration, and the importance of integrating SMS with CRM and marketing automation platforms. She provides actionable tips for brands looking to build their SMS strategies, ensuring that messaging adds value and enhances the customer experience.Whether you're a B2B marketer or sales leader, this episode offers valuable insights and practical advice on using SMS to modernize your marketing strategies, improve buyer engagement, and drive measurable growth. Don't miss this deep dive into the future of B2B communication! To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Smarter Connections, Bigger Returns: The CRM Advantage in Revenue Growth

Play Episode Listen Later Jan 8, 2025 33:42

Welcome to Revenue Boost: A Marketing Podcast, where business leaders turn for actionable strategies to fuel growth and drive results. In this episode, Smarter Connections, Bigger Returns: The CRM Advantage in Revenue Growth, im joined by CRM expert Benjamin McCabe to dive into the transformative power of customer relationship management (CRM) for driving revenue growth. Together, they explore how businesses can leverage CRM systems to create smarter connections with their customers, enabling more personalized, efficient, and impactful marketing and sales strategies. Benjamin shares his insights on breaking down silos between CRM and media strategies, utilizing first-party data for better targeting, and building consumer trust through transparency and personalization. He also offers actionable tips for companies just starting with CRM, including how to craft personalized customer journeys and ensure every interaction drives measurable results. Whether you're looking to maximize your marketing ROI, align your sales and marketing efforts, or unlock the full potential of your CRM, this episode is packed with strategies to help you turn connections into bigger returns. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Modern Go-to-Market Tactics: Insights for Scalable B2B Growth

Play Episode Listen Later Dec 19, 2024 25:27

To build a truly effective go-to-market strategy, you can't be everything to everyone—you have to find your focus. Start with refining your Ideal Customer Profile (ICP) by identifying the key personas, their unique pain points, and the challenges they're trying to solve. Then, align your messaging and tactics to resonate directly with their needs. Choose just two key channels to start—whether it's LinkedIn ads for B2B or industry events for networking—and focus on mastering those. It's not about doing it all—it's about doing it right, strategically and with purpose, to drive real, scalable results. - Heidi Hattendorf To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Scaling B2B Success: Harnessing Modern Marketing and Digital Strategies for Growth

Play Episode Listen Later Dec 17, 2024 30:49

One of the biggest mistakes I see in B2B marketing is skipping foundational strategy for quick tactical wins. For example, companies might jump straight into running ads on LinkedIn or Google without first understanding their buyers or building a cohesive brand experience. Without that groundwork, even the best campaigns can fall flat. It's always better to start with a strong strategy that aligns messaging, audience, and goals before diving into execution. - Terri Hoffman, founder and CEO of Marketing Refresh To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

LinkedIn Expert Advice: Driving B2B Growth with High-Impact Content

Play Episode Listen Later Dec 16, 2024 28:24

"People follow people before they follow brands. In today's crowded market, where competition is fierce and sales cycles are getting longer, the key to standing out is showcasing the unique value of your people. Highlight their expertise, passion, and perspectives through authentic, high-impact content. Thought leadership isn't just about building awareness; it's about earning trust and creating meaningful connections that drive action across the entire funnel. When your audience sees the real people behind your brand, they're more likely to trust your company, explore your offerings, and ultimately choose you over competitors." Pirna Virji, Principal Consultant & Global Program Manager at LinkedIn To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Creating Marketing That Sticks: Lessons in Balancing Data, Emotion, and Long-Term ROI

Play Episode Listen Later Dec 11, 2024 36:53

Great marketing isn't just about data or emotion—it's about finding the perfect balance. The data provides the roadmap; it shows you where you're winning and where you're falling short. But without an emotional connection, your brand becomes just another transaction, easily forgotten. The most successful companies understand this balance—they use data to guide decisions but invest in storytelling and brand building to create something that sticks with their audience. If you're only chasing short-term wins like ROAS or quick revenue, you're sacrificing the long-term loyalty and growth that truly make a brand sustainable. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Mastering Influencer Marketing in Regulated Industries: Navigating Compliance, Aligning Brand Goals, and Driving Success

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Play Episode Listen Later Dec 5, 2024 25:42

Podcast Guest: Joelle MoroneyHost: Kerry CurranTitle: Mastering Influencer Marketing in Regulated Industries: Navigating Compliance, Aligning Brand Goals, and Driving SuccessKerry Curran, RBMA (00:01.067) And welcome Joelle, please introduce yourself and share a bit about your background and extensive experience.Joelle Moroney (00:08.724) Hi, Kerry. So great to be here today. Joelle Moroney, CEO of Creator Collective. We are an advisory boutique firm working with creators, empowering creators, curating technology, as well as a global brand strategy for social impact.Kerry Curran, RBMA (00:26.081) Excellent. So I know, Joelle, you've been in the, you've had a front row seat really in the, to the evolution of influencer and creator and ambassador strategies. So share a bit about what you've seen and how it's changed.Joelle Moroney (00:42.996) Absolutely. So thanks for that tee-up for sure. Starting in, what I would call the first-gen version of influencer marketing in the creator economy with Timing and Conde Nast whereby it was at the time more celebrities and editors that were endorsing and or promoting the best in the breed for services and products through editorial and thought leadership.I was lucky enough to be with InStyle, RealSimple, and Gourmet at the time. And then evolved into analytics, right? Because we all have to monetize the work that we do, which is of course a revenue boost platform. And in doing that, I went into what was cutting-edge technology with Data Zoo which was acquired by Roku, as you may know. And then also of course Yahoo. So.Now here we are fast forward into what I would call 2.0, 3.0 creator version with influencer marketing. I feel that this will continue to proliferate the marketplace as we're looking to have influencers and creators tell brand stories in a very authentic manner that lands with their audiences.Kerry Curran, RBMA (01:55.821) Yeah, so as you've seen the explosion in the 2.0, as you said, what has been the most exciting to you?Joelle Moroney (02:04.268) Well, when I look at this, I think it's more about the fact that we're all creators in our own right. And it's also about letting authentic voices ring clear in verticals that we all care about, whether it's finance, food, travel, technology, there are ways to lean in and learn more about the best places to go, the best places to eat, the best guidance and principles in terms of your investments. We know for a fact that people are now leaning on TikTok and Instagram for advice with their healthcare as they are with their finances. So this is a very powerful platform and the accrued economy is starting to drive not just Fortune 500 companies, but also smaller companies as well.Kerry Curran, RBMA (02:56.237) No, excellent. And you're right. We've seen just how prevalent and pervasive really the TikTok people are getting your rate, financial advice, and healthcare advice. When I was involved with some research last year and actually a number one source reported that, in the survey, the number one source for information related to financial services was actually influencers. So at first, it made me a little bit nervous.Because obviously, you don't want your Tick-8, you know, just a TikTok celebrity giving you investment advice, but then realizing, you know, it looked into it more and it's, there's so much even just general 101, let's get, you know, Dave Ramsey type of, let's get your finances in order type of, type of content out there that is useful, valuable and beneficial.And to your point, having that, the brand kind of drives that conversation or builds the framework for that conversation can be so powerful for brands, financial institutions that want to build those connections with those audiences that are consuming that information and trying to learn and change their financial road. |Talk about, so I love about kind of what your POV and your experience, what you've, you've shared with me is really how you help those kind of more highly regulated brands and institutions build those influencer strategies through that really authentic brand storytelling through brand ambassadors. So share a bit of how you build that framework and kind of start to make sure that you're helping brands connect and drive that audience engagement.Joelle Moroney (04:59.05) Absolutely. So just Kerry, there is a little lag. I don't know if it's on your side or my side with the wifi. You were freezing up a couple of times.Kerry Curran, RBMA (05:04.535) Yeah, it's okay, it'll be okay. It downloads to your computer and then.Joelle Moroney (05:07.606) Okay, cool.Yeah, so I'm glad you brought that up because I do specialize in highly regulated industries, financial services in particular, as well as healthcare. And I say that because there are very strict guidelines that the creators must adhere to, right? In terms of making sure that they are landing within the guardrails of the guidelines for the company. Also, FTC guidelines we have to be mindful of as part of that.And there are very experienced creators that we can curate to make sure that we know they are tried and true and also vetted properly within the selection. So I work with, again, empowering creators directly via talent agents and or creators directly that I have relationships with. Also curating different tech platforms that specialize in those particular areas to make sure that we are properly vetting these creators.It is important because what we're finding more than ever, the CFO and CEO are very concerned, especially in our economic and political environment, that the influencers are going to stay on brand reputation, which is critical, certainly with financial services and different guidelines. And when you're providing this sort of advice, whether it's medical and or financial, there have to be some disclosures.Kerry Curran, RBMA (06:25.177) Mm-hmm.Joelle Moroney (06:35.626) I found in my work with healthcare that there were often ISI guidelines that we would have to put through the feed, which may look like a sort of impediment to some of the actual creator flow, but it's part of the disclosure and it lands well. It's fine. The audience knows that that's an important constituent to that as well.Kerry Curran, RBMA (06:56.483) That's great. And so when you're working with brands, you want to make sure you're tying it back to everything based on their business objectives. know creator and influencer, it can be a shiny objective. We need to do this. I saw a TikTok is big, but talk about how you make sure it really kind of connects to that, that is what they're trying to achieve with their other marketing strategies.Joelle Moroney (07:17.804) Yes. Yes. So I did mention that first and foremost, we want to make sure that we are building out a strategy that is in direct alignment with the business objectives. And then also the key metrics for success. What do the brands care about? What are they being held accountable for? This is where ultimately the ROI comes in and certainly the revenue model. But what we will also do is build out a brand brief so that we are very clear on the targets, the personas, and who they're looking to reach.As well as the actual creator that will be representing the brand specifically. Then we look at the narrative that the client, in my case client, but a brand will want to make sure they're communicating to their audiences, keeping it tight and simple so that we are being very efficient with the creator's content and storytelling. The third element is looking at KPIs, right? Because we want to make sure that we're monetizing this and looking at the analytics.Often I recommend or we look at a hybrid KPI because we're looking to build out awareness, certainly with revenue boost in your platform, you're doing this regularly with different clients, but we're also making sure that we're monetizing this from a building a greater awareness, upper funnel, as well as lower funnel conversions. That said, that will also help predicate what type of creator and who we want to align with the brand because their following will help with the engagement.And for example, there are often brands that want to have awareness with a mega or a celebrity. Let's say Dunkin' Donuts, for example, with Charli D'Amelio. But then you're also going to want to have lower funnel conversion and have micro, and macro influencers who are regular customers at Dunkin' to share their story because we find call to action works well … Kerry Curran, RBMA (08:45.571) Yeah.Joelle Moroney (09:09.998) … when we have audiences that are super hyper-engaged with the micro and mega influencers.Kerry Curran, RBMA (09:17.261) No, that's great. And so you're working with the brand team at the, the, the marketing team and kind of brand lead at the con, the client side, and then building that brief, making sure you're aligned on the creators and the KPIs. And then, you know, talk about kind of how you help them navigate choosing the right creators or influencers to be part of the program?Joelle Moroney (09:43.466) Absolutely. So once we've identified all of the different sorts of framework elements, we then start to look at the influencer discovery process. And a lot of it can be a heavy lift on, certainly on my side, I have different constituents that I work with based on verticals specifically for experts. If we want a financial expert, for example, I tap into my Yahoo Finance category, talent recruitments.But also looking at those tech platforms, I mentioned that curate the different influencers, most recently with Lincia in terms of being an advisor for them. There are, let's say, over a million influencers on the tech platform. There are maybe 20 million in the ecosystem, and two million are actually making money. But what we're doing is using AI tech recognition for logos to look at text logos.Kerry Curran, RBMA (10:27.064) Mm-hmm.Joelle Moroney (10:38.47) … and also just throughout their social feed, the affiliates that they may already have with the current brand. But most importantly, we're also looking at category exclusivity. We're looking at availability. So often you'll pick a sample set of creators to then build that out so that we know that they're on point with the brand strategist and build out different lookalikes to make sure that we have enough influencers that are properly curated so that we know to prove out the success of a campaign.Kerry Curran, RBMA (11:11.083) Excellent. And I know you also talked about diversity being an important aspect of kind of building out that mix of ambassadors and creators.Joelle Moroney (11:21.582) 100%. So we definitely make sure that with every program that we recommend and build our strategy for we have at least 20 % of the creator portfolio filling into the diversity areas, depending on what the brand focuses and their target and persona. It's important to have a different share of voice, and different perspectives as we build out these programs.Kerry Curran, RBMA (11:39.683) Mm-hmm.Excellent. And so as you're building out, especially in the heavily regulated industries, and you mentioned how to make sure you have all of the ISI data, but how do you communicate with the creators to make sure they really understand the brand safety guidelines? I think that's what I would guess is one of the biggest hesitations for specially regulated brands to want to kind of test into the influencer space.Joelle Moroney (12:00.654) Hmm. That's a great point. I think we might've been talking earlier, there's this fine line between allowing the creator to have a free license to build out their creative and keep it very real and genuine and authentic with their audience, but then also staying adhering to the guidelines that are presented to them within the brand brief when we're working with the creator specifically. But it is important that they do stay within those guidelines when speaking to the different brand safety call-outs for a particular program. And they know that going in, but it's also a part of the curation and monitoring that will take shape with the tech platforms to make sure that they're adhering to these guidelines. And the content is reviewed and it is often reviewed by the brand specifically so that we're making sure that we're on point before we go live.Kerry Curran, RBMA (13:09.537) Excellent. So, you know, with creator content, you're reaching their followers and the algorithms are not always the most dependable from that perspective. So it seems it's become more prevalent to add paid media amplification to expand the reach. How are you going about building that into all of your strategies?Joelle Moroney (13:32.394) Absolutely, Kerry. So part of this is we know that we can build out different types of models in working with creators. The organic is fluid. We can estimate and do predictive modeling on impressions and engagement, but it's the paid media amplification boosting, and whitelisting from the influencers handle where we know that we can provide that guaranteed ROI, whatever the KPRs are specifically, whether it's impressions, clicks, or engagements.Kerry Curran, RBMA (13:44.738) Mm-hmm.Joelle Moroney (14:01.518) So that's where we leverage those best assets that we know the creative landed super well in terms of that content engagement with their audience. And then we can build out tests, iterate, and learn what is the best creative assets to leverage into the paid media amplification. And in most cases, we can find 3X lift by leveraging that influencer's handle to do that.Kerry Curran, RBMA (14:25.037) Yeah, so smart. it just extends the kind of value and usage of all of that unique content.Joelle Moroney (14:32.578) That's right. Another component to that is it's just such an efficient way to build out content for O &O channels, for CTV, for programmatic, for display, for recruitment, and for internal. I've done this with other financial services companies where they're doing this with their B2B channel. The influencer may or may not boost within their platform or externally, but they were also using those assets for webinars.Kerry Curran, RBMA (14:38.009) Mm-hmm. That's great. That's great. I mean, there's so much value and the whole benefit to the influencer and ambassador is to make it more relatable and kind of allow the creators to build that promotion, but also share value with their audiences. So it sounds, I know it's easy and amazing and kind of turnkey, but there are still a lot of challenges, especially, with brands that are kind of just getting newer to this. So what are some of the bigger challenges that you've seen and run into that you've had to kind of navigate and help clients with?Joelle Moroney (15:39.638) Yeah, I think that's a fair point. And I was sharing with you too, that just being at Adweek recently in New York, it was evident that most brands realize this is table safe. They should be leveraging the creator economy and influencers to help boost their overall marketing mix. It's proving the ROI. So that's one of the biggest challenges. And part of it is yes, on the creator and or agency tech platform … Kerry Curran, RBMA (16:00.44) Yeah.Joelle Moroney (16:08.48) … models, but it's also on the brand to have that tight API integration with third-party measurement, looking at media mix modeling and attribution to make sure that there's synchronization so that there aren't any inefficiencies in the way in which there's tracking. So that requires a media optimization team to thoughtfully look at the plan to build out that revenue and make sure that we're driving the conversions and or brand lift.Whatever the case may be, whatever tools they may be using specifically. often there will be recommendations, but then it's more about the implementation that is very much a partnership opportunity. And I think there's a lot of growth that needs to happen in that particular area.Kerry Curran, RBMA (16:53.453) Yeah, definitely. Meaning, tying back the investment to actual business results, I know is always a challenge for any media strategy. And especially these days, I think brands are more and more leaning into kind of those lower funnel direct response initiatives because you can measure the click and the web form complete or the purchase. But to your point, it's like this, the kind of...Awareness and engagement strategy-building aspects are so important and I think more brands should be looking at brand lift studies as part of their measurements.Joelle Moroney (17:29.346) That's right. And we know that I think eMarketer just gave a data statistic that there will be 20 billion dollars invested in the creator economy over this next year. That is extraordinary. And that, in my opinion, creators are becoming many media companies in their own right. So back to our original part of the conversation, whether it was Time Inc. in Stoudal, Symbiocor, or May as media companies.Kerry Curran, RBMA (17:39.928)Yeah.Joelle Moroney (17:54.794) Now these creators are individual media companies. So it will be who these brands and or agencies to not lean in, but to learn how best to work with them and to to have a middle zone. Right. Again, we want to make sure that this is landing real and genuinely aligning with the brands, but also within the context of it making the most sense with their brand safety guidelines and what they're building their trust and loyalty with their …Kerry Curran, RBMA (18:07.043) Mm-hmm. Joelle Moroney (18:24.014) … consumers in an authentic way.Kerry Curran, RBMA (18:26.753) No, you're so right. You know, when I speak with a lot of kinds of leaders and the influencer and creator space and over and over, I keep hearing that brands, that's the biggest challenge. Let the creators create the brands they want to control. They're used to, you know, being part of the production and having the actors follow a script. So it's really hard to take that step back and think about, you know, the creators know their audiences, they know what resonates, they know how to get that engagement and the shares. so it's trusting the creator to be the expert on your point. And a lot of them now have their camera crew and their own producers. So it is just a more nimble approach to the more traditional scripted production. And sure, there probably is are still scripted points, but at the end of the day, as you said, as long as it follows the brand guidelines, and especially you can include any legal requirements, whether it's financial or healthcare related, let the creators create, because that's what's going to be most successful for your strategy and execution.Joelle Moroney (19:49.418) Exactly. And then just really completely holistically leveling up the fact that there's a real opportunity to make a social impact in doing this. And I've seen this firsthand with a creator, I work with Sheena Malwani, you know, where she will go on for the American Heart Association to work with the TikTok platform and do a fundraiser live just spontaneously. And when she can do that, …Kerry Curran, RBMA (19:57.527)Yeah, for sure.Joelle Moroney (20:16.064)… and engage your audience to garner revenue for the greater good, and then have a TikTok that will then match those donations. The numbers are exceptional and the revenue can be significant. And I think that's where the kind of spreading the joy aspect of the work that we do can have a lot of social impact on a global level with brands that want to lean into those different categories. So.Kerry Curran, RBMA (20:29.145) Mm-hmm.Joelle Moroney (20:43.416) When I'm working with brands specifically, I think it is important to have a sustainability message and or social impact like a city does with No Kid Hungry. There are just so many different opportunities to find real authentic, genuine connections that are driving revenue. Yes, from a profitability perspective, but certainly also to generate social impact.Kerry Curran, RBMA (21:06.679) Yeah, no, I love that. That's excellent. And so, Joelle, I know, thank you for sharing so much of your expertise with us. One last question is, what is your recommendation for a brand that's ready to get started, especially one in a regulated industry?Joelle Moroney (21:25.686) Yes, I think first and foremost, it's finding a trusted advisor to do that. found great success in having a lot of experience in different verticals, platforms, content, areas to monetize specifically for that brand, finding the vertical of focus in a brand and or tech platform that will help deliver on the KPIs that are most important.But then really aligning with the activation and execution team to do that, to see it through. It's also important that there's an always-on methodology, not just a one-and-done because that can lead to more inefficiencies in doing that.Kerry Curran, RBMA (22:04.801) Excellent, and let the creators create.Joelle Moroney (22:07.498) Let the creators create and have their authentic voice shine through because consumers are super smart.Kerry Curran, RBMA (22:11.747) Yeah.Kerry Curran, RBMA (22:15.171) Definitely. Well, thank you so much, Joelle. I really enjoyed having you on today and thank you.Joelle Moroney (22:22.061) Thanks, Kerry, appreciate it. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Podcasting for Business Growth: Leveraging Purpose-Driven Content to Boost Engagement and Drive Conversions

Play Episode Listen Later Nov 29, 2024 28:07

A revenue based marketing strategy is required to drive business growth. I've been saying it for a while, your buyers need to have heard of you and trust that you can deliver what they need. Data shows the buyers are in control, researching and building a short list before ever connecting with your sales team.How do your buyers learn about your brand and capabilities? Content. One of the most versatile and fast growing mediums for content is podcasting.In this episode of Revenue Boost: A Marketing Podcast, titled "Podcasting for Business Growth: Leveraging Purpose-Driven Content to Boost Engagement and Drive Conversions," with guest Benjamin Shapiro, CEO of I Hear EverythingBenjamin and I go meta in this podcast about podcasts, discussing how to leverage podcasts to grow brands and drive revenue by creating audience-focused content that educates, entertains, and builds trust.Here is a high level overview of his actionable strategies to engage audiences, establish trust, and fuel conversions:

Prioritizing DEI&B in Your Business Strategy: A Core Pillar for Sustainable Revenue Growth

Play Episode Listen Later Nov 25, 2024 24:16

In this episode of Revenue Boost: A Marketing Podcast, titled "Prioritizing DEI&B in Your Business Strategy: A Core Pillar for Sustainable Revenue Growth," host Kerry Curran sits down with Kerel Cooper, CMO at GumGum, host of The Minority Report Podcast, and President of Advertising at Group Black, to explore the transformative impact of diversity, equity, inclusion, and belonging (DEI&B) on business growth. Kerel, a seasoned industry leader, explains how diverse perspectives not only drive authentic engagement with multicultural audiences but also strengthen brand messaging and open new pathways to revenue. He discusses why DEI&B should be an integral part of a company's core business strategy—not a fleeting trend—sharing practical insights on leveraging DEI&B to build a truly inclusive brand that resonates with today's consumers. This episode reveals why DEI&B is more than a social initiative; it's a vital growth lever for forward-thinking companies. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

How Can a Fractional CMO Transform Your Law Firm's Marketing? with Angelo Ponzi

ai strategy marketing building chatgpt transform tracking kraft budgeting law firms ppc cmos fractional effective use fractional chief marketing officer angelo ponzi

Play Episode Listen Later Nov 19, 2024 43:10

In this episode, I'm joined by Angelo Ponzi, a Fractional Chief Marketing Officer at Kraft, and together we delve into the strategic methodologies behind effective law firm marketing. Angelo explains the importance of starting with comprehensive market research to understand customers, competitors, and opportunities. He emphasizes the critical nature of a robust strategy before diving into tactical actions such as website design, social media, and PPC campaigns. The conversation also explores the evolving role of fractional CMOs, the misconceptions around their services, and how tactics must follow strategic vision. The episode includes discussions on integrating AI in marketing, the significance of consistent and clear messaging, and the importance of tracking data to drive marketing decisions. Angelo gives listeners actionable tips on: 00:00 Intro 01:31 Understanding the Role of a Fractional CMO 04:09 The Importance of Strategy in Marketing 06:46 Common Marketing Mistakes and Misconceptions 12:31 Building an Effective Marketing Plan 19:53 Tracking and Analyzing Marketing Data 22:49 The Role of AI in Modern Marketing 24:16 Understanding the Role of Chat GPT as an Intern 25:04 The Importance of Prompt Engineering 26:51 Effective Use of AI in Content Creation 28:56 Budgeting and Cost Structures for Fractional CMOs 31:57 Comprehensive Marketing Strategies Beyond Websites 35:16 Book Review: The Revenue Growth Habit 38:19 Common Misconceptions About Fractional CMOs 41:55 The Importance of Data-Driven Decisions Resources mentioned in this episode:The Revenue Growth Habit by Alex GoldfaynConnect with Angelo here: Twitter LinkedIn http://www.craftmarketingandbranding.com Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com

How Can a Fractional CMO Transform Your Law Firm's Marketing? with Angelo Ponzi

ai strategy marketing building chatgpt transform tracking kraft budgeting law firms ppc cmos fractional effective use fractional chief marketing officer angelo ponzi

Play Episode Listen Later Nov 19, 2024 43:10

In this episode, I'm joined by Angelo Ponzi, a Fractional Chief Marketing Officer at Kraft, and together we delve into the strategic methodologies behind effective law firm marketing. Angelo explains the importance of starting with comprehensive market research to understand customers, competitors, and opportunities. He emphasizes the critical nature of a robust strategy before diving into tactical actions such as website design, social media, and PPC campaigns. The conversation also explores the evolving role of fractional CMOs, the misconceptions around their services, and how tactics must follow strategic vision. The episode includes discussions on integrating AI in marketing, the significance of consistent and clear messaging, and the importance of tracking data to drive marketing decisions. Angelo gives listeners actionable tips on: 00:00 Intro 01:31 Understanding the Role of a Fractional CMO 04:09 The Importance of Strategy in Marketing 06:46 Common Marketing Mistakes and Misconceptions 12:31 Building an Effective Marketing Plan 19:53 Tracking and Analyzing Marketing Data 22:49 The Role of AI in Modern Marketing 24:16 Understanding the Role of Chat GPT as an Intern 25:04 The Importance of Prompt Engineering 26:51 Effective Use of AI in Content Creation 28:56 Budgeting and Cost Structures for Fractional CMOs 31:57 Comprehensive Marketing Strategies Beyond Websites 35:16 Book Review: The Revenue Growth Habit 38:19 Common Misconceptions About Fractional CMOs 41:55 The Importance of Data-Driven Decisions Resources mentioned in this episode: The Revenue Growth Habit by Alex Goldfayn Connect with Angelo here: Twitter LinkedIn http://www.craftmarketingandbranding.com Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com

How Can a Fractional CMO Transform Your Law Firm's Marketing? with Angelo Ponzi

Legal Talk Network - Law News and Legal Topics

Play Episode Listen Later Nov 19, 2024 43:10

In this episode, I'm joined by Angelo Ponzi, a Fractional Chief Marketing Officer at Kraft, and together we delve into the strategic methodologies behind effective law firm marketing. Angelo explains the importance of starting with comprehensive market research to understand customers, competitors, and opportunities. He emphasizes the critical nature of a robust strategy before diving into tactical actions such as website design, social media, and PPC campaigns. The conversation also explores the evolving role of fractional CMOs, the misconceptions around their services, and how tactics must follow strategic vision. The episode includes discussions on integrating AI in marketing, the significance of consistent and clear messaging, and the importance of tracking data to drive marketing decisions. Angelo gives listeners actionable tips on: 00:00 Intro 01:31 Understanding the Role of a Fractional CMO 04:09 The Importance of Strategy in Marketing 06:46 Common Marketing Mistakes and Misconceptions 12:31 Building an Effective Marketing Plan 19:53 Tracking and Analyzing Marketing Data 22:49 The Role of AI in Modern Marketing 24:16 Understanding the Role of Chat GPT as an Intern 25:04 The Importance of Prompt Engineering 26:51 Effective Use of AI in Content Creation 28:56 Budgeting and Cost Structures for Fractional CMOs 31:57 Comprehensive Marketing Strategies Beyond Websites 35:16 Book Review: The Revenue Growth Habit 38:19 Common Misconceptions About Fractional CMOs 41:55 The Importance of Data-Driven Decisions Resources mentioned in this episode: The Revenue Growth Habit by Alex Goldfayn Connect with Angelo here: Twitter LinkedIn http://www.craftmarketingandbranding.com Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com

ai strategy marketing building chatgpt transform tracking kraft budgeting law firms ppc cmos fractional effective use fractional chief marketing officer angelo ponzi

Navigating the Wilderness of Marketing Success with Katie Smith

Construction Disruption

Play Episode Listen Later Sep 25, 2024 41:59 Transcription Available

In this episode of Construction Disruption, hosts Todd Miller and Ryan Bell of Isaiah Industries engage in a lively and informative discussion with Katie Smith, founder and Fractional Chief Marketing Officer of Wildpath Consulting. Katie shares insights on the impact of authentic and truthful marketing, the evolving customer journey, and her unique approach to helping businesses grow sustainably through customized marketing strategies. She also explains how her background as a wilderness guide influences her approach to guiding companies through the complexities of modern marketing. Filled with anecdotes, professional advice, and laughter, this episode is a must-listen for businesses looking to enhance their marketing efforts.Timestamps00:00 Introduction and Co-Host Banter01:11 Introducing the Challenge Words01:34 What Makes a Business Stand Out?02:19 Guest Introduction: Katie Smith03:17 Katie's Background and Marketing Journey04:50 The Role of a Fractional CMO06:48 Wilderness Guiding and Marketing Analogies12:34 Marketing vs. Branding21:32 The Power of Authenticity in Business22:49 Identifying Ideal Clients24:24 Building a Custom Marketing Strategy25:52 Success Story: Transforming a Metal Manufacturer32:03 The Importance of Marketing and Sales Alignment32:47 Trends to Watch: AI in Marketing34:17 When to Hire a Fractional CMO35:36 Rapid Fire Questions39:40 Conclusion and Contact InformationConnect with Katie OnlineLinkedIn:https://www.linkedin.com/in/katiesmithwildpath/Website: https://followthewildpath.com/For more Construction Disruption, listen on Apple Podcasts or YouTubeConnect with us on Facebook, Instagram, or LinkedInThis episode was produced by Isaiah Industries, Inc.Construction Disruption was recently featured in this 15 Best Podcasts for Contractors list!This podcast uses the following third-party services for analysis: Podtrac - https://analytics.podtrac.com/privacy-policy-gdrpChartable - https://chartable.com/privacy

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How to Navigate Stress and Increase Self-Care as an Entrepreneur

The Bigger Braver Life Show

Play Episode Play 48 sec Highlight Listen Later Jun 24, 2024 34:49 Transcription Available

Send us a Text Message.Hello Brave Leaders! I am back after an extended maternity leave to share with you more tools as you navigate your journey as a leader, founder, or business owner. I was recently a guest on the Roadmap to $1 Million Podcast ( How to Grow Your Business Without Burning Out with Angela Marie Ep. 84) . I am sharing this episode with you today as it was such a great conversation with my friend and colleague Stacy Zeal. Stacy is a Fractional Chief Marketing Officer and Facebook Ads Expert who has generated over $150 Million in e-Commerce sales leading paid social efforts for brands like Zappos, UGG, Steve Madden, Adidas, Crocs, and many more. Connect with her at https://stacyzeal.co/In this episode, we discuss: Why it's so difficult to prioritize self-care in the first placeTangible practices to instill more peace in your workdayThe benefits of seeking therapy and coaching as a leaderand so much more! As a bonus, I have included a guided meditation for you to use at the beginning or at any time of the day to support regulating your nervous system as you deal with the ebbs and flows of showing up as a leader and navigating all that comes with it! You can find it here in the resource library: https://www.angelamarie.co/freebies Music Credit: Produced by G-RodThanks for listening! Make sure to follow Angela on Facebook, Instagram & LinkedIn @theangelamariewilliamsWebsite: https://www.angelamarie.co/*While Angela is a licensed psychotherapist, this show is purely for educational and entertainment purposes only, and is not a substitute for mental health treatment. This podcast is for informational purposes only and should not be considered legal health advice.

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Expert Lead Generation Tips to Help You Maximize Results and Minimize Cost with Josh Ramsey

Business Confidential Now with Hanna Hasl-Kelchner

Play Episode Listen Later May 23, 2024 22:45

LEAD GENERATIONWho wouldn't benefit from expert lead generation tips, especially if they're designed to help you maximize results and minimize costs, right?That's why I'm so excited to welcome Josh Ramsey today.What You'll Discover About Lead Generation: * The number one lead generation trap people fall into* The most practical way to approach lead generation* How to prioritize different social media channels for lead generation opportunities* Using customer relationship management (CRM) systems to track leads and conversion rates* And much moreGuest: Josh RamseyJoshua Ramsey, CEO of Strategic Point Marketing, has developed principles and strategies for businesses since 2001. During this time, Joshua has successfully created and executed more than 80,000 successful campaigns across the US.Joshua is a Fractional Chief Marketing Officer, author, and highly regarded speaker. As someone with experience in speaking since 2005, Joshua teaches executives and business owners exactly how to cut costs and improve their current business so they can continue to grow.As a true Fractional Chief Marketing Officer, Joshua gives business owners unique executive experience, along with a fresh perspective, without having to pay the high salary of a full-time employee. He helps them to develop new strategies for growing their brand, increasing customer acquisition, and generating new sales.Related Resources:If you liked this interview, you might also enjoy our other Marketing episodes.Contact Josh and connect with him on LinkedIn, Facebook, and YouTube.Josh's book: How Some SEO Companies Disguise Laziness & Hide Poor StrategiesThe DiSC profiler Josh referred to in our conversationJoin, Rate and Review:Rating and reviewing the show helps us grow our audience and allows us to bring you more of the rich information you need to succeed from our high powered guests. Leave a review at Lovethepodcast.com/BusinessConfidential.Joining the Business Confidential Now family is easy and lets you have instant access to the latest tactics, strategies and tips to make your business more successful.Follow on your favorite podcast app here as well as on Facebook, YouTube, and LinkedIn.Download ♥ Follow ♥ Listen ♥ Learn ♥ Share ♥ Review ♥ Comment ♥ Enjoy

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Space Marketing Podcast - Shannon Clement - Fractional CMO Leadership

Space Marketing Podcast

Play Episode Listen Later Apr 18, 2024 41:43

Join Izzy on the Space Marketing Podcast as she chats with Shannon Clement about a unique workforce solution for start-up and scale-up businesses to hire marketing professionals. It's called fractional leadership, offering a hybrid staffing model that combines the advantages of an in-house Chief Marketing Officer with those of a contract professional. ABOUT SHANNON CLEMENT: Shannon Clement Fractional Chief Marketing Officer (CMO) Engagement Marketing https://engagementmarketing.ca 613-799-5207 shannon@engagementmarketing.ca Book a meeting: https://calendly.com/shannon-cmo/30min Shannon helps organizations position themselves for growth, drawing on 20 + years of experience in creating digital marketing and product development strategies that have resulted in highly converting online assets and campaigns. The journey from Start-up to Scale-up can be difficult but it doesn't have to be painful. As a Fractional Chief Marketing Officer & Marketing Agency Owner, Shannon has supported organizations and businesses in the growth stage looking for positioning help & support gaining further market traction. She also serves as a marketing consultant to Start-up Founders through various Accelerator and Incubator programs, guiding them to develop their marketing strategy. CHAPTERS 01:24 Meet Shannon Clements from Engagement Marketing 03:22 Shannon's journey to space 07:06 Shannon's journey to marketing 09:18 Starting with Start-ups 10:08 Fractional Leadership 14:27 Reducing costs 15:51 Fractional Leadership is not for everyone 17:44 Start-ups 19:37 Women's Aerospace Network 21:44 Women in leadership 24:47 Dominant Information Solutions Canada (DISC) 26:38 Fun bits of marketing - translating the message 29:59 Companies transitioning into the space industry 31:23 Understanding the audience and their language 32:29 Space industry in 10 to 20 years 36:31 Final thoughts MENTIONS: Beth Mund Casual Space Podcast N2K T-minus Space Daily Women's Aerospace Network Women's Space Network Award voting deadline May 1 Dominant Information Solutions Canada (DISC) developing satellite cybersecurity telemetry hardware called eClypse. CySat 2024 #Satellite #Cybersecurity #FractionalLeadership #Start-ups #Scale-ups #SpaceTech #spaceindustry #SpaceMarketing #commercialspace #spacebusiness ABOUT IZZY Izzy's website - https://izzy.house Author of Space Marketing: Competing in the new commercial space industry AND Space Marketing: Spaceports on Amazon and Audible - https://bit.ly/Space-Marketing Podcast host for Space Marketing Podcast - https://spacemarketingpodcast.com Learn more about your ad choices. Visit megaphone.fm/adchoices

Key Strategies for Positioning Your Law Firm for Growth with Doug Reifschneider

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Play Episode Listen Later Mar 12, 2024 37:26

In this episode, I'm joined by Doug Reifschneider, a Fractional Chief Marketing Officer at Chief Outsiders, to discuss the benefits and strategies of employing fractional CMO services for law firms. Doug Reifschneider is a marketing veteran from the restaurant industry. During his four-year tenure with Chief Outsiders as a fractional Chief Marketing Officer (CMO), Doug has worked with home services, funeral services, franchised security services, B2B, and restaurants to prove that marketing skills are transferrable. Chief Outsiders is the largest Fractional CMO firm in the USA.Chief Outsiders stands as the largest fractional CMO firm in the U.S., offering over 110 CMOs and chief sales officers. Doug shares insights into the growing trend of fractional services across industries, including law firms, and emphasizes the importance of understanding customer needs, competition, and unique value propositions for effective marketing strategies.We get into 'The Growth Gears' methodology as a simplified approach to marketing strategy, focusing on insights, strategy, and execution phases to fuel business growth. Doug also highlights common marketing mistakes businesses make, such as lack of coherent strategy or 'random acts of marketing,' and suggests solutions like customer nurturing and leveraging operational systems for automated post-purchase engagement to keep law firms on the path to growth.Doug gives listeners actionable tips on: 0:00 Intro 2:18 How he starts a big marketing strategy for a client 4:59 Using your people as a point of differentiation 8:31 How to move your clients through "I need marketing" to spending time going through a strategy for growth 10:34 How to explain the mistakes your clients are making when they come to you 12:54 What kind of suggestions do you offer at the bottom part of the funnel 16:56 How do you avoid random acts of marketing and stay focused 18:16 Do you have metrics and reporting to assure people it's working 20:32 What's the typical timeframe you recommend for them to see results 23:25 Looking at clients as customers and why language matters 26:31 Book Review 31:50 One big takeaway Resources mentioned in this episode:The Growth Gears by Art SaxbyConnect with Doug here: https://twitter.com/Reiflman https://www.linkedin.com/in/doug-reifschneider/ https://www.facebook.com/Reiflman/ https://www.chiefoutsiders.com/profile/doug-reifschneider Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com

Key Strategies for Positioning Your Law Firm for Growth with Doug Reifschneider

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Play Episode Listen Later Mar 12, 2024 39:30

In this episode, I'm joined by Doug Reifschneider, a Fractional Chief Marketing Officer at Chief Outsiders, to discuss the benefits and strategies of employing fractional CMO services for law firms. Doug Reifschneider is a marketing veteran from the restaurant industry. During his four-year tenure with Chief Outsiders as a fractional Chief Marketing Officer (CMO), Doug has worked with home services, funeral services, franchised security services, B2B, and restaurants to prove that marketing skills are transferrable. Chief Outsiders is the largest Fractional CMO firm in the USA. Chief Outsiders stands as the largest fractional CMO firm in the U.S., offering over 110 CMOs and chief sales officers. Doug shares insights into the growing trend of fractional services across industries, including law firms, and emphasizes the importance of understanding customer needs, competition, and unique value propositions for effective marketing strategies. We get into 'The Growth Gears' methodology as a simplified approach to marketing strategy, focusing on insights, strategy, and execution phases to fuel business growth. Doug also highlights common marketing mistakes businesses make, such as lack of coherent strategy or 'random acts of marketing,' and suggests solutions like customer nurturing and leveraging operational systems for automated post-purchase engagement to keep law firms on the path to growth. Doug gives listeners actionable tips on: 0:00 Intro 2:18 How he starts a big marketing strategy for a client 4:59 Using your people as a point of differentiation 8:31 How to move your clients through "I need marketing" to spending time going through a strategy for growth 10:34 How to explain the mistakes your clients are making when they come to you 12:54 What kind of suggestions do you offer at the bottom part of the funnel 16:56 How do you avoid random acts of marketing and stay focused 18:16 Do you have metrics and reporting to assure people it's working 20:32 What's the typical timeframe you recommend for them to see results 23:25 Looking at clients as customers and why language matters 26:31 Book Review 31:50 One big takeaway Resources mentioned in this episode: The Growth Gears by Art Saxby Connect with Doug here: https://twitter.com/Reiflman https://www.linkedin.com/in/doug-reifschneider/ https://www.facebook.com/Reiflman/ https://www.chiefoutsiders.com/profile/doug-reifschneider Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com

Key Strategies for Positioning Your Law Firm for Growth with Doug Reifschneider

Legal Talk Network - Law News and Legal Topics

Play Episode Listen Later Mar 12, 2024 39:30

In this episode, I'm joined by Doug Reifschneider, a Fractional Chief Marketing Officer at Chief Outsiders, to discuss the benefits and strategies of employing fractional CMO services for law firms. Doug Reifschneider is a marketing veteran from the restaurant industry. During his four-year tenure with Chief Outsiders as a fractional Chief Marketing Officer (CMO), Doug has worked with home services, funeral services, franchised security services, B2B, and restaurants to prove that marketing skills are transferrable. Chief Outsiders is the largest Fractional CMO firm in the USA. Chief Outsiders stands as the largest fractional CMO firm in the U.S., offering over 110 CMOs and chief sales officers. Doug shares insights into the growing trend of fractional services across industries, including law firms, and emphasizes the importance of understanding customer needs, competition, and unique value propositions for effective marketing strategies. We get into 'The Growth Gears' methodology as a simplified approach to marketing strategy, focusing on insights, strategy, and execution phases to fuel business growth. Doug also highlights common marketing mistakes businesses make, such as lack of coherent strategy or 'random acts of marketing,' and suggests solutions like customer nurturing and leveraging operational systems for automated post-purchase engagement to keep law firms on the path to growth. Doug gives listeners actionable tips on: 0:00 Intro 2:18 How he starts a big marketing strategy for a client 4:59 Using your people as a point of differentiation 8:31 How to move your clients through "I need marketing" to spending time going through a strategy for growth 10:34 How to explain the mistakes your clients are making when they come to you 12:54 What kind of suggestions do you offer at the bottom part of the funnel 16:56 How do you avoid random acts of marketing and stay focused 18:16 Do you have metrics and reporting to assure people it's working 20:32 What's the typical timeframe you recommend for them to see results 23:25 Looking at clients as customers and why language matters 26:31 Book Review 31:50 One big takeaway Resources mentioned in this episode: The Growth Gears by Art Saxby Connect with Doug here: https://twitter.com/Reiflman https://www.linkedin.com/in/doug-reifschneider/ https://www.facebook.com/Reiflman/ https://www.chiefoutsiders.com/profile/doug-reifschneider Connect with me Instagram Pinterest Facebook Twitter Karin on Twitter Karin on LinkedIn Conroy Creative Counsel on Facebook https://conroycreativecounsel.com

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Marketing Magic with Lindsey Breitwieser

Build Your Digital Community

Play Episode Listen Later Mar 4, 2024 35:38

Welcome to another exciting episode of the Build Your Digital Community podcast! Get ready for an insightful conversation with our special guest, the incredible Lindsey Breitwieser. As a Fractional Chief Marketing Officer and the founder of CMO Lab, Lindsey is here to share her expertise on helping small business owners unlock the full potential of their marketing efforts.Join us as we dive into the world of marketing with Lindsey, exploring the crucial role of data in making informed decisions, uncovering foundational elements that drive successful marketing strategies, and understanding why marketing is far from a one-size-fits-all approach. Lindsey's wealth of experience and knowledge will leave you with valuable insights and actionable steps to elevate your own marketing journey.This episode is packed with engaging discussions, unique perspectives, and opportunities for you to take a giant leap forward in your marketing endeavours. Don't miss out on this chance to learn from one of the best in the industry – tune in now!Links For You:• Checkout the CMO Lab! • Connect with Lindsey on Instagram• Checkout Lindsey's Free trainingFor Your Information:• Host your podcast on Buzzsprout!• Text JOIN to 8550908-4688 for social media tips right to your phone• Join our favourite scheduling platform LaterDon't forget to come say hi to us on Instagram @thesocialsnippet, join the Weekly Snippet or follow us on any social media platform!Website . Instagram . Facebook . TikTok . Linkedin

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Strengthening Marketing through Internal Branding Efforts with Branden Cobb

The Future Of Teamwork

Play Episode Listen Later Feb 27, 2024 41:29

Join HUDDL3 CEO Dane Groeneveld in this episode of The Future of Teamwork as he delves into the world of fractional marketing with Branden Cobb, a seasoned Fractional Chief Marketing Officer, who has worked with brands like Jaguar, Land Rover, HP, and Intel. Discover the critical role of marketing in building trust, harnessing employee self-marketing, and navigating the evolving landscape of business in the digital age. Tune in for insights on internal communications, employee branding, and the future of marketing.Key Takeaways[00:00 - 01:12] Episode summary intro: how fractional marketing can work for you, introducing Branden Cobb, a Fractional Chief Marketing Officer who has worked with Jaguar, Land Rover, HP, Intel, and more. The critical role of marketing in building trust, and factoring in employee self-marketing.[01:31 - 02:46] Dane introduces Branden Cobb, a Fractional Chief Marketing Officer who has worked with Jaguar, Land Rover, HP, Intel, and more.[02:47 - 04:20] Branden's background, the impact of COVID on him and the new world of business, and leaning towards fractional work.[04:20 - 05:06] A lift in fractional professionals, financial capability, and availability of work.[05:08 - 05:59] The big difference between being a fractional chief marketing officer instead of being at an agency and doing project-based work.[05:59 - 07:56] Engaging as a fractional marketing professional. Working inside and outside the organization's resources.[07:56 - 10:05] Internal communications and working with HR, making sure companies are behaving internally consistent with their messages. Employees promoting the brand internally = better employee retention and a magnet for attracting new talent.[10:05 - 12:33] Employee branding, believing in the cause and that translation to success and motivation, and gathering feedback that marketing can use.[12:34 - 13:29] Dan Pink story about using iPads between chef and guest, the improvement in the quality of the food.[13:29 - 14:43] Getting to the real truth of the stories our customers tell us, opening communication between business, employees, and customers.[14:45 - 16:23] Opening communications across department functions, considering the experience of each of these three areas of the business (employer, employee, customer).[16:24 - 18:47] Where does the experience show up in newsletters and training materials? Experience as a subcategory of marketing, and the knowledge and culture an organization creates.[18:49 - 19:57] Gathering together virtually and developing rapport, getting together in person sometimes holds people accountable.[19:59 - 21:53] Gamification's role and potential in helping teams connect, learn, and develop together. A company-wide NCAA March Madness event and incentive.[21:54 - 24:11] Living in a world of notification overload, and bringing teams together for more than work, but bringing it back to business.[24:11 - 26:50] Culture and subculture as a business grows, getting back to how marketing helps develop those stories and values internally.[26:51 - 29:41] Making easy and streamlined processes for communication so fractional work is not just another step in the process.[29:41 - 30:59] Digital encouragement and engagement.[30:58 - 33:10] What's changing in marketing teamwork in the next five years — developing LinkedIn presences, employees as representations of brand more so, diversity and values.[33:08 - 35:04] Creating guardrails for how teams and businesses market themselves — connecting who works for a business, making clear non-approved posts are your own opinions.[35:14 - 35:40] If what you write shows up in a company newsletter, how'd you feel about it?[35:42 - 39:11] What Branden is excited about for the future of work: a fractional base, technology like AI, engaged research, and bringing synergy to communication channels.[39:12 - 40:49] Episode recap and connecting with Branden.

Unlocking Fintech Success: Strategic Trends for Profitable Growth

Play Episode Listen Later Feb 23, 2024 41:05

Welcome to the AcornOak Leadership Series.AcornOak is a community of fractional executive women who present an incredible opportunity, especially to founders and CEOs of small and mid-sized companies, because they can tap into executive leadership expertise at a fraction of the traditional cost.If you want to learn more about our community of Executives, Advisors and Coaches in all areas of expertise, I invite you to go to www.acornoak.net. Today we are going to discuss “Unlocking Fintech Success: Strategic Trends for Profitable Growth.OUR SPEAKERSMICHELLE PAGE is a Fractional Chief Revenue Growth and Business Development Officer. She has 30 plus years' experience growing companies of all sizes in diverse industries such as SaaS, Fintech, Health Tech and Healthcare, Professional Services and Manufacturing. She Combines a passion for growing startups, and she has personally trained, coached and managed over 150 sales leaders while developing over 700 in her chain of responsibility. Michelle's impact on the revenue ecosystem is truly remarkable. Welcome Michelle.DASHA TYSHLEK is Fractional Chief Strategy and Growth Officer. Having worked closely with many Founders and CEOs, Dasha has been instrumental in leading their highest-priority projects and bringing their visions for company growth and transformation to life. Her extensive expertise ranges from Strategy Design, Program Management, Marketing Strategy, and Executive Coaching, and she has applied her skills across more than 10 industries, including Biomedical, Healthcare, Space & Satellite, and Advanced Manufacturing. Welcome Dasha.MINDY ANDERSON is a Fractional Chief Marketing Officer. With over 20 years of brand and digital marketing leadership experience with worldwide iconic brands, Mindy has a passion for working on big, challenging problems and finding creative solutions that reach people in an authentic and personal way. Her impressive track record includes scaling businesses into best-in-class brands and achieving measurable impact for clients, having done so across 5X their initial potential. She has applied her skills across a diverse range of industries, including SaaS, E-commerce, Commercial Real Estate, and Holistic Care and Wellness. Welcome Mindy

Should Your HR Team Really Be Using AI?

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Play Episode Listen Later Feb 23, 2024 38:30

Should Your HR Team Really Be Using AI?Our distinguished panel, featuring three renowned Fractional Executives, will offer their invaluable expertise on the integration of AI into HR strategies.Our panelists include:Lisa Schenk, Ph.D., Fractional Chief People & Talent OfficerLaura Woolford, Fractional Chief People Officer Carol Fraser,Fractional Chief Human Resource OfficerHosted by Virginie Glaenzer, AcornOak Founder and Fractional Chief Marketing Officer.We invite you to be a part of this enlightening journey into the future of HR practices.Embrace the chance to be at the forefront of this evolution.www.acornoak.net

Branden Cobb

The Business Power Hour with Deb Krier

Play Episode Listen Later Feb 15, 2024 60:39

Branden Cobb, founder of Marketing Exec and Fractional Chief Marketing Officer, joins us today with over 15 years of marketing leadership experience. He has helped some of the world's most iconic brands and is just getting started. He is currently engaged in research that could transform the marketing field, while continuing to lead active businesses to further success. Learn more about your ad choices. Visit megaphone.fm/adchoices

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Episode 141: Navigating the Social Media Landscape in 2024 with Lauren Litt

Sell From Love

Play Episode Listen Later Feb 13, 2024 31:55

Social media can be a love or hate marketing channel. With content competition and saturation and endless algorithm updates to stay on top of, you might be ready to throw in the towel. But in this Transformational Selling™ Podcast episode, I interview Fractional Chief Marketing Officer and CEO, Lauren Litt, who will help you find the value in social media, exposing how you can best use it to grow your business and connect with customers. Lauren Litt is the owner and lead Social Media Manager at Lil Shameless Plug. Lil Shameless Plug is a social media management company dedicated to the curation and creation of quality content. She's had the pleasure of working with a variety of independent entrepreneurs, brick and mortars, coaches, and even an Oscar Qualifying Film Festival! If you're ready to reignite your passion for social media and use it with intent to grow your business, then this episode is perfect for you. Specifically, here's what you will learn: Why you “should” be on social media. The business benefits of having social media presence. How to come up with social media ideas and repurpose content. The key differences between LinkedIn and Instagram. How to choose a platform that aligns with your business. Posting and engagement best practices. The power of grounding habits. Social media and AI forecast predications. Connect With Lauren: Instagram: https://www.instagram.com/lauren.litt/ If you have a specific question or topic, you'd like me to talk about on the podcast I want to hear from you. Email me at finka@finkainc.com to share it with me. And if you enjoyed this episode, please rate and review us on iTunes and pass it along to a friend or colleague that would also benefit from learning about Transformational Selling.

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Mini Business Course: Building Consistent Marketing with Chris Orzechowski

THINK Business with Jon Dwoskin

Play Episode Listen Later Jan 19, 2024 2:54

In this THINK Business Mini Business Course, Jon Dowskin and Chris Orzechowski, Fractional Chief Marketing Officer discuss the fundamentals of building consistent marketing. Get valuable, expert insight you can put into practice today! Watch the full episode Connect with Jon Dwoskin: Twitter: @jdwoskin Facebook: https://www.facebook.com/jonathan.dwoskin Instagram: https://www.instagram.com/thejondwoskinexperience/ Website: https://jondwoskin.com/LinkedIn: https://www.linkedin.com/in/jondwoskin/ Email: jon@jondwoskin.com Get Jon's Book: The Think Big Movement: Grow your business big. Very Big! Connect with Chris Orzechowski: Website: https://100yearbrand.co/ Twitter: https://twitter.com/chrisorzy Instagram: https://www.instagram.com/100yearbrand/ LinkedIn: https://www.linkedin.com/in/chris-orzechowski-b5531823a/ Facebook: https://www.facebook.com/100yearbrand *E – explicit language may be used in this podcast.

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Nick Cavuoto - S6E1

On The Virg

Play Episode Listen Later Jan 19, 2024 87:32

Joining me today On The Virg is Nick Cavuoto. Nick is a Fractional Chief Marketing Officer and serial entrepreneur. We delve into marketing and sales paradigms, spiritual beliefs, flow state, and surviving this interesting ride we call life. Struggles and joy, perseverance and hope, and facing your worst nightmare with courage.

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120. Cracking the Code: Marketing Hurdles for Early Stage Startups

What's Working Now

Play Episode Listen Later Jan 16, 2024 46:15

Have you ever heard of the term Fractional Chief Marketing Officer? What do they do, and how can they help your business?In this episode of What's Working Now? Katie talks to Anne Laffin, Founder of Fin Marketing Management, in a conversation about market research processes and marketing strategies utilizing different channels. Anne's career and life experiences as a fractional CMO are filled with very valuable lessons for entrepreneurs, especially those who are just in the early stages of setting up their businesses. Key Takeaways from this episode:No-fail processes for Market researchMarketing channels and strategies for consistency.Planning and Purpose: a hyper-efficient way to communicate with your clientsThe resurgence of blogs as a catalyst for driving organic search.About fractional CMO and when it is ideal for companies.Overcoming internal resistance About Anne Laffin:Anne Laffin is an innovative marketer, problem solver, strategist, and content creator that helps entrepreneurs and founders grow and amplify the inspiring work they bring to the world. Her ‘in the trenches' mentality comes from a 20-year career working with a variety of companies, large and small, in the market research, financial services, and animal health industries. She found her true passion in successfully creating, running, and growing the marketing department of a Series A funded fintech company. She loved the startup vibe so much that she decided to start Fin Marketing, her consulting firm for early-stage startups. She received a B.A. in Communication from Villanova University and received an M.S. in Interactive Media from Quinnipiac University. Connect with Anne Laffin: Website: https://www.finmarketingm.com/LinkedIn: https://www.linkedin.com/in/alaffin About Katie Richardson: Katie, once a girl who just liked to have fun, transformed into a globally recognized designer and entrepreneur. With expertise in woodworking, welding, drawing, and sewing, she crafted her own path. Despite initial doubts and imposter syndrome, Katie defied expectations by establishing Puj, a business that now boasts its products in 2,000 US stores and 26 countries, delighting over 1 million customers worldwide. Her greatest aspiration is to inspire women across the globe. Renowned shows like the Ellen Degeneres Show, Rachael Ray Show, Today Show, and Entrepreneur Magazine have featured her, while influential figures like Martha Stewart, Matt Damon, Camilla Alves, Mario Lopez, Robert Downey Jr., Kourtney Kardashian, Bill & Giuliana Rancic, and Pam Beesley have embraced her products. Today, Katie is a coach, mother of four, wife, author, and powerful speaker. To connect with Katie:Website: https://katierichardson.com/CASE STUDIES: https://now.katierichardson.com/casestudyLinkedIn: https://www.linkedin.com/in/katie-richardson-creator Apple Podcasts: https://podcasts.apple.com/us/podcast/whats-working-now/id1515291698BuzzSprout: https://www.buzzsprout.com/1847280Spotify: https://open.spotify.com/show/2kV8cL7eTZ70UAXMOtcBbr

⁠Doug Reifschneider⁠ - Fractional Chief Marketing Officer - ⁠Chief Outsiders⁠

Adpodcast

Play Episode Listen Later Dec 13, 2023 57:27

Doug Reifschneider - Fractional Chief Marketing Officer - Chief Outsiders Reifschneider grew up in the foodservice industry. He is a marketing veteran with 25+ years of progressive field, agency, and corporate marketing experience. Doug started in the restaurant business in the field by teaching franchisees and company operators how to conduct local restaurant marketing (LRM). He also formed advertising co-ops. Doug mastered the use of traditional media such as TV, radio, print, and Out of Home (OOH). In later years, Reifschneider focused on digital advertising options. As noted earlier, he combined traditional and digital advertising to grow sales. Doug progressed into leadership roles at Hardees and Fazoli's. He learned how to grow sales in a competitive marketplace while mentoring his team. As a result, he learned how to combine media spend and LRM. --- Support this podcast: https://podcasters.spotify.com/pod/show/dylanconroy/support

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Per Ohstrom - What makes us different makes us better

10 Lessons Learned

Play Episode Listen Later Dec 12, 2023 45:21 Transcription Available

Join us as we delve into an enriching conversation hosted by Siebe Van Der Zee with global marketing expert Per Ohstrom, as he shares his top 10 life lessons. Per shares his '10 lessons in life and career' which include philosophical insights, experience in management, the importance of diversity, the value of using technology smartly, importance of occasional silence, the benefits of taking up responsibility in public roles, and more. Listen to gain remarkable insight into the invaluable lessons learned by this successful Fractional Chief Marketing Officer. About Per Ohstrom Per Ohstrom is a Marketing and Strategy Consultant with Chief Outsiders, working with small and mid-market private companies. After undergrad studies in Sweden and a career in the Army reserve, he came to the US for MBA studies. Per is an experienced marketing leader and corporate executive working with private and Private Equity-owned industrial and B2B service companies. As a fractional CMO he builds and executes strategies for profitable growth. Get his free eBook "Selecting a Strategy for Market Leadership" here: https://tinyurl.com/2knbbs6m Per has 30 years of international commercial marketing and P&L leadership in $1-2 bn blue-chip and private industrial companies. He supports CEOs making their companies more market-focused and builds cross-functional teams that consistently perform. With a track record in manufacturing, construction equipment, equipment rental, MRO distribution, supply chain, specialty chemicals and other industries, he brings advanced marketing experience. Per is a creative problem solver and respectful collaborator. He likes to tackle complex business issues and drives for practical results -he learned this as Commanding Officer of an Arctic infantry unit. Episode Notes Lesson 1: “Cast down your bucket where you are. Take what you have and do the best with it.” 05:14 Lesson 2: Manage by objectives, delegate, and decentralize. 08:24 Lesson 3: Officers eat last -turn the org chart upside down and be a servant leader. 11:12 Lesson 4: Shut up and listen, really listen. 13:39 Lesson 5: Be positive, deal swiftly with issues. 16:03 Lesson 6: What makes us different makes us better. 20:15 Lesson 7: Work smart, use technology. 24:36 Lesson 8: Get elected to something. 28:20 Lesson 9: Into the woods -the power of peace, quiet and man's best friend. 33:23 Lesson 10: “If you're going through hell, keep going”. 37:35

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Episode 111: Finding Clarity, Confidence, and Conviction in Spirituality and Business w/Nick Cavuoto

The Hitstreak

Play Episode Listen Later Dec 5, 2023 77:54

Episode 111 of The Hitstreak, a podcast where we talk about anything and everything! This week we are joined by Fractional Chief Marketing Officer, speaker, and consultant Nick Cavuoto! Let us know in the comments what YOU want to hear about next!About our guest: Nick Cavuoto is a well-known Fractional Chief Marketing Officer (CMO) with 15 years of experience in the marketing industry, successfully managing $1,900,000,000+ in products for Fortune 500 Brands, Inc 5000 Companies, and unicorn startups. You'll find him featured in Forbes, Entrepreneur Magazine, NBC, FOX, ABC, and with Media Mogul Gary Vaynerchuk and David Meltzer.As one of the most successful CMOs in the country today you can expect new and recurring revenue from Nick's efforts - all while delivering transformative results to your bottom line. Follow and contact: Instagram @nickcavuotoWebsite: nickcavuoto.com About Our Sponsors:Hitlab: We specialize in the creation, marketing, and promotion of Podcasts and other serial content. http://hitlabstudio.com/ Team Hiter: Our mission is to protect our customers from financial hardship due to unforeseen illness or injury. Simply stated, we provide peace of mind in keeping the promise of financial protection afforded by our health coverages. https://teamhiter.com/ RAC Financial has the integration of partner solutions that every business owner needs to be successful. They help make payment processing simple, secure, and reliable by using state-of-the-art tokenization standards that are required of all businesses. RAC Financial cares about you and your business, and they will do their very best to serve you. Your success is RAC Financial's success. They've processed over $3B annually in transactions in less than three years!Get a FREE RAC Financial Cost Savings Analysis for your business here: https://racsignup.com/?ref=nhiterSign Up To Be A RAC Financial Agent here: https://racsignup.com/agent-signup/Sign Up To Be A RAC Financial Affiliate here: https://racsignup.com/affiliate-signup/Learn more about RAC Financial in my interview with Cole Christian, COO of RAC Financial! https://youtu.be/_iLmwIi2M20 'The Hitstreak' Sponsored by RAC FinancialIntro Produced by Jim McCarthyShow Music Produced by Charles Henry & Ace YoungSpecial Thanks to the Hitlab Creative Team

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Ep 189 Boost Profits Through Smart Marketing Tactics with Joshua Ramsey

Profit Answer Man: Implementing the Profit First System!

Play Episode Listen Later Nov 14, 2023 50:32

Ep 189 Boost Profits Through Smart Marketing Tactics with Joshua Ramsey Joshua Ramsey, CEO of Strategic Point Marketing, has developed principles and strategies for businesses since 2001. During this time, Joshua has successfully created and executed more than 80,000 successful campaigns across the US. Joshua is a Fractional Chief Marketing Officer, author, and highly regarded speaker. As someone with experience in speaking since 2005, Joshua teaches executives and business owners exactly how to cut costs and improve their current business so they can continue to grow. As a true Fractional Chief Marketing Officer, Joshua gives business owners unique executive experience, along with a fresh perspective, without having to pay the high salary of a full-time employee. He helps them to develop new strategies for growing their brand, increasing customer acquisition, and generating new sales. In this episode, you will learn the following: Identifying the cost per lead and the cost per sale by lead source is crucial in marketing strategy. Modified messaging is necessary for various advertising channels in order to effectively reach and convert target audiences. The significance of precision in marketing tactics and the requirement to customize communication for particular product or service classifications. Maximizing the strategic message and modifying the message to correspond with the tactical placement for the best possible marketing campaign outcomes. The development of successful marketing strategies requires teamwork and open communication between the CEO, CMO, and executive staff. Links: JRCMO.com https://www.linkedin.com/in/jrcmo/ https://www.facebook.com/JRcmo Hi, I'm the Profit Answer Man Rocky Lalvani! I help small business owners simplify their financial reports to make more informed business decisions with fewer hassles. We utilize the Profit First system created by Mike Michalowicz Our Q&A call on the 2nd Thursday of the month at 1 pm Eastern: https://bit.ly/PFcall Sign up to be notified when the next cohort of the Profit First Experience Course is available! Schedule your free, no-obligation intro call: https://bookme.name/rockyl/lite/intro-appointment-15-minutes Check out our website: http://profitcomesfirst.com/ Questions: questions@profitanswerman.com Email: rocky@profitcomesfirst.com Relay Bank (affiliate link) - https://relayfi.com/?referralcode=profitcomesfirst Profit Answer Man Facebook group: https://www.facebook.com/groups/profitanswerman/ My podcast about living a richer more meaningful life: http://richersoul.com/ Profit First Toolkit: click here to sign up This episode is part of the SMB Podcast Network. Find other great interviews from around the internet just like this one at https://www.SMBPodcastNetwork.com Music provided by Junan from Junan Podcast Any financial advice is for educational purposes only and you should consult with an expert for your specific needs. #profitfirst

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What Is a Fractional CMO & How Can Hiring One Help Your Small Business Grow?

Priority Pursuit

Play Episode Listen Later Sep 26, 2023 37:10 Transcription Available

Running a small business comes with its fair share of challenges, and let's be honest, marketing and branding often top that list. We've all been there, trying to figure out where to put our resources to get the word out effectively.However, there's a solution that has been gaining traction – hiring a Fractional Chief Marketing Officer (CMO). But what exactly is a Fractional CMO, and how can it help your small business succeed?We've got just the person to break it all down for us today – our very own marketing expert, Kelly Rice. Kelly and I usually co-host this show, but today, I have the absolute pleasure of interviewing Kelly about a significant part of her role at Treefrog – being a Fractional Chief Marketing Officer for our clients. We'll dig deep into why small businesses are turning to Fractional CMOs, how this could be the missing piece in your marketing puzzle, and Kelly's personal experiences in helping businesses level up with strategic marketing advice.If you're hoping to up your small business marketing game and build a thriving brand, this episode is your golden ticket. Join us and find out how a Fractional CMO can give your business a big boost.Specifically, this episode highlights the following themes:The role and benefits of a Fractional CMOCommon marketing pitfalls small businesses faceThe process of integrating a Fractional CMO into your teamOther Mentioned Links & ResourcesEpisode 103: The Best Marketing Strategy for Small Businesses: The Flywheel Marketing Method: https://www.treefrogmarketing.com/best-marketing-strategy-small-business-flywheel-marketing-methodLearn how to choose & use keywords to improve your Google rankings:https://www.treefrogmarketing.com/keywordsGet access to this free mini-course - Marketing Guiding Statements:https://www.treefrogmarketing.com/marketingguidingstatementsEnjoy 35% off one year of HoneyBook: https://www.treefrogmarketing.com/honeybook-coupon-codeLearn more about Treefrog services:https://www.treefrogmarketing.comJoin the Priority Pursuit Podcast Facebook Community: https://www.facebook.com/groups/179106264013426Follow Treefrog on Instagramhttps://www.instagram.com/treefrogmarketingFollow or DM Victoria on Instagram:https://www.instagram.com/victorialrayburn

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Win the 16 - Episode 23

Win the 16

Play Episode Listen Later Sep 20, 2023 43:05

Dave interviews Fractional Chief Marketing Officer, Jeremy Kanne. They will discuss Jeremy's unique background in marketing, engineering, and improv. Jeremy will share his expertise in marketing and the differences between fractional marketing vs. marketing agencies.

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Mastering the Art of Brand Storytelling Insights from Branden Cobb

Tech Story

Play Episode Listen Later Sep 3, 2023 24:24

My special guest is Branden Cobb Eager to share his expansive knowledge and passion, Branden Cobb is our guest today, a seasoned professional with over 15 years in the marketing sphere. Having worked with diverse companies of all sizes, Branden brings a rich tapestry of varied experiences and insights. Making significant strides in marketing consultancy, he prides himself on being accessible to businesses needing anything from a single consult to extensive strategic input. One of his key ideologies is the potent combination of storytelling and branding, a unique blend that Branden masters like no other. Branden Cobb is a highly experienced marketing consultant with a track record of helping companies and brands of all sizes. With over 15 years of experience, he has held various senior roles such as Chief Marketing Officer, Fractional Chief Marketing Officer, and Executive Vice President of Demand Generation. Branden has a strong commitment to continuous learning, holding an MBA in Marketing and currently pursuing a Doctorate while working full-time. Throughout his career, he has focused on understanding how brands contribute to profitability. In today's discussion, Branden will delve into the power of storytelling and its impact on cultural change, which ultimately leads to company success. Connect with Branden: branden@marketingexec.us www.marketingexec.us https://www.linkedin.com/in/brandencobb1/ In this episode, you will be able to: Dive into the compelling world of storytelling and its incredible capacity to boost your brand. Navigate the ever-shifting technological landscape with confidence and efficiency. Learn the secrets of bridging generational gaps to connect with and capture a wider audience. Embrace change and safeguard your brand's relevance in constantly evolving generational trends. Broaden your perspective on consumer engagement by focusing on enriching their lives. The resources mentioned in this episode are: Consider using heat maps and analytics tools like Imaps to analyze consumer behavior on your website. A/B test your messages and variations to determine the most effective marketing strategies. Develop a mission statement or manifesto that defines your organization's key values. Create a brand book with guidelines for fonts, colors, and logo usage to maintain consistency. Implement integrated messaging across all channels, including social media, graphics, and branded content. Engage with consumers and employees at all levels to gather feedback and input on brand development. Craft stories that focus on the value you can bring to consumers and their problems or needs. Put the consumer first and consider what would appeal to them when creating marketing materials. Choose a specific road or route for your brand and go deeper into that niche. Use storytelling to connect emotionally with both consumers and employees. Maintain consistency with your brand messaging and ensure it aligns with your brand values. Consider separating your brands within a conglomerate to prevent negative impacts on other brands. Connect with me Instagram: ⁠https://www.instagram.com/thedougthompson/⁠ Facebook: ⁠https://www.facebook.com/The-Doug-Thompson-Podcast-110928150634768⁠ YouTube: ⁠https://www.youtube.com/@thedougthompson⁠ Twitter: ⁠https://twitter.com/thedougthompson⁠ LinkedIn: ⁠https://www.linkedin.com/in/thedougthompson/⁠ Loved this episode? Follow me here or on your favorite podcast app. ⁠The Doug Thompson Podcast |Podcast on Spotify --- Support this podcast: https://podcasters.spotify.com/pod/show/the-doug-thompson/support

277. Signs You Might Need An Outsourced, Part-Time, or Fractional Chief Marketing Officer

The Rialto Marketing Podcast

Play Episode Listen Later Sep 1, 2023 38:39

As a business owner, are you trying to oversee your company's marketing efforts along with all the other priorities and responsibilities that you have? Do you feel like you are spinning all kinds of plates, right? If marketing is starting to feel like a chore, it might be time to look at hiring a marketing leader. But that doesn't mean you need to hire someone full time. So in this episode, I'm going to break down some of the signs indicating it might be time to hire a marketing leader and some of the tips that you might want to use to take advantage of this.

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265. Signs You Might Need An Outsourced, Part-Time, or Fractional Chief Marketing Officer

The Rialto Marketing Podcast

Play Episode Listen Later Jul 28, 2023 13:48

Are you trying to oversee your company's marketing efforts along with all your other priorities and responsibilities? If marketing is starting to feel a lot more like a chore, it might be time to hire a marketing leader. But that doesn't mean you need to hire someone full-time. In this episode, I'm going to break down some of the signs indicating it's time to hire a marketing leader for your business.

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Neil Anderson, Belinda Ellsworth & Susan Trivers on Thought Leader Life Credibility Specials (MLP 207)

Mitchell Levy Presents AHA Moments

Play Episode Listen Later Jul 21, 2023 20:15

Get to know these successful thought leaders and find out how they present themselves and their crafts as experts in their fields. Neil Anderson is a partner and CMO of Chief Outsiders, and Fractional Chief Marketing Officer for Accelerating Growth. He has a twenty-five-year track record of general business management and marketing success. He has angel-funded early-stage startups to mid-sized privately held companies to large publicly traded corporations. Neil is recognized for building and leading teams that consistently deliver remarkable and measurable business success. If you're a CEO and you've got dreams for growth and have not been able to hit those dreams yet, reach out to Neil by going to https://www.linkedin.com/in/neilandersonlinkedin/ or https://www.chiefoutsiders.com/. Belinda Ellsworth is a speaker, trainer, best-selling author, and podcast host. Known as the “Left-Brain Entrepreneur”, she has been dubbed as a “trailblazer in the industry of coaching and speaking.” She hosts the “Work from Your Happy Place” podcast where she features entrepreneurs who are living their best life. She's also a number one best-selling author. She wrote and published the book “Direct Selling for Dummies.” If you've got flatline sales, Belinda Ellsworth can help resuscitate your business. Connect with her via her site, https://www.stepintosuccess.com/, or through her LinkedIn account at https://www.linkedin.com/in/belindaellsworth/. Susan Trivers is a pricing consultant and is the president of Trivers Consulting Group, which she founded in 1999. She is driven by her mission to work with clients to increase company profits and their wealth. If your pain point is hourly billing, it is best to reach out to Susan Trivers by logging on to https://susantrivers.com/ or by visiting her LinkedIn profile at https://www.linkedin.com/in/susantrivers/. Global Credibility Expert, Mitchell Levy is a TEDx speaker and international bestselling author of over 60 books. As The AHA Guy at AHAthat (https://ahathat.com), he helps to extract the genius from your head in a two-three hour interview so that his team can ghostwrite your book, publish it, distribute it, and make you an Amazon bestselling author in four months or less. He is an accomplished Entrepreneur who has created twenty businesses in Silicon Valley including four publishing companies that have published over 800 books. He's provided strategic consulting to over one hundred companies and has been chairman of the board of a NASDAQ-listed company. Mitchell has been happily married for thirty years and regularly spends four weeks in Europe with family and friends. Visit https://mitchelllevy.com/mitchelllevypresents/ for an archive of all the podcast episodes. Connect to Mitchell Levy on: Credibility Nation YouTube Channel: https://bit.ly/3kGA1LI Credibility Nation LinkedIn: https://www.linkedin.com/company/credibilitynation/ Mitchell Levy Present AHA Moments: https://mitchelllevy.com/mitchelllevypresents/ Thought Leader Life: https://thoughtleaderlife.com Twitter: @Credtabulous Instagram: @credibilitynation Learn more about your ad choices. Visit megaphone.fm/adchoices

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Becoming an UnRivaled healthcare or healthtech business - Justin Flitter (UnRivaled.co.nz)

Reimagining Healthcare

Play Episode Listen Later Jul 17, 2023 28:34

Today I'm speaking with Justin Flitter, a Fractional Chief Marketing Officer and Founder of Unrivaled.co.nz…it's a marketing partner offerring strategy & activation for companies seeking accelerated growth. Last episode, Justin spoke to me about founding a fractional Chief Marketing Officer Agency and what that means for business and fractional CMO's. Today we continue to discussion with Justin on the value and key concepts of engaging a fractional CMO and how to become unrivaled in business. Let's jump in! LINKS: LinkedIn: https://www.linkedin.com/in/justinflitter/ Website: https://www.unrivaled.co.nz/ Connect: Listen to other episodes of Reimagining Healthcare Connect with Yianni Serpanos on LinkedIn Follow HealthTechX on LinkedIn LinkedIn Company Page: https://www.linkedin.com/company/healthtechx/See omnystudio.com/listener for privacy information.

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Fractional CMO for Healthcare & HealthTech - Justin Flitter (UnRivaled.co.nz)

Reimagining Healthcare

Play Episode Listen Later Jul 4, 2023 22:42

Today I'm speaking with Justin Flitter, a Fractional Chief Marketing Officer and Founder of Unrivaled.co.nz…it's a marketing partner offering strategy & activation for companies seeking accelerated growth. In this first part of the interview, Justin explains what a fractional chief marketing officer is, how it benefits businesses and what's it's like to live the life of a fractional CMO. Let's jump in! --- Next episode, we continue the discussion further with Justin covering the key concepts all businesses should be thinking about to become a leader in their class of competitors, or as Justin calls it “UnRivaled!” Speak to you then! LINKS: LinkedIn: https://www.linkedin.com/in/justinflitter/ Website: https://www.unrivaled.co.nz/ Connect: Listen to other episodes of Reimagining Healthcare Connect with Yianni Serpanos on LinkedIn Follow HealthTechX on LinkedIn LinkedIn Company Page: https://www.linkedin.com/company/healthtechx/See omnystudio.com/listener for privacy information.

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An innovative & decorated creative marketer | Kathleen Ross| Fractional Chief Marketing Officer & Founder| Style Your Career|

The Brand Called You

Play Episode Listen Later Jun 17, 2023 26:48

Award-winning marketing executive with extensive experience Kathleen Ross is developing brands in the beauty, fashion, wellness, luxury, e-commerce, and retail industries. She is a Creative marketing consultant who provides solutions and supports businesses of all sizes. 00:33- About Kathleen Ross and his journey. I am a Chief Marketing Officer and award-winning creative leader with more than 15 years of experience building brands. I have helped companies, from startups to Fortune 5000 enterprise organizations, scale their businesses and build outstanding marketing teams at all stages. I have had the pleasure of working with some of the world's most iconic brands while leading the marketing team for Modern Luxury, including Vera Wang, Oscar de la Renta, and Kettle One. Acting as your fractional CMO or Chief Brand Officer, I can help lead and assess your current marketing team as an interim leader, develop your marketing strategy and, or take an initiative across the finish line as a contract project. --- Support this podcast: https://podcasters.spotify.com/pod/show/tbcy/support

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When Should You Bring on a Fractional? Timing and Considerations. Episode 30

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Play Episode Listen Later Jun 1, 2023 57:03

The rise of fractional work has disrupted traditional corporate hierarchies and opened up new opportunities for both companies and executives. As a result, it has become an increasingly popular trend in the business world and has the potential to fundamentally change the way work is organized and executed in the future.Listen to this panel discussion their role and responsibilities as Fractional executives:VIRGINIE GLAENZER, Fractional Chief Marketing Officer and Chief Executive Officer Fractional Web3 CMO Virginie leverages her skills to develop and champion a truly inclusive environment where teams thrive and bring their authentic selves to spark innovation and market growth.SONIA COOK BROHEN, Fractional Chief Technologist Officer As a Fractional Technology Officer, Sonia lends her eye to problems ranging from devops to design thinking. With a decade of experience in big tech across a range of verticals and another ten years in web development and graphic design, Sonia brings a multifaceted lens to technical assessment and strategy.MINDY ANDERSON, Fractional Chief Marketing Officer With over 20 years of brand and digital marketing leadership experience with worldwide iconic brands, Mindy has a passion for working on big, challenging problems and finding creative solutions that reach people in an authentic and personal way.SAMMI DITTLOFF, Fractional Chief Marketing Officer With 16+ years of writing, promotions, analytics, and marketing experience, Sammi works with clients to create a purpose-driven, data-informed content and brand strategy that highlights what makes them wonderfully unique.

What is a Fractional Chief Marketing Officer? | Jeremy Kanne | Show 113

Inside BS with Dave Lorenzo

Play Episode Listen Later May 30, 2023 37:27

Jeremy Kanne started Smart Yeti originally as a full-service creative agency servicing many individual marketing needs. Using his background in Marketing, Engineering, & CMOx's Functional Marketing® process, Jeremy turned Smart Yeti into a company focused on helping B2B professional service companies grow faster with a fractional chief marketing officer.WAYS JEREMY CAN HELP YOU:+ Create a marketing strategy that fosters predictable growth+ Manage KPIs so your marketing makes you money+ Correct your brand messaging and positioning+ Create systems for your team to follow+ Map out your customer journey+ Hire marketing employees and consultants to execute+ Eliminate holdups to keep your marketing team moving+ Direct marketing resources according to your business needsTO LEARN MORE: jeremy@smartyeti.coChapters00:00 What is a Fractional Chief Marketing Officer?01:00 How did Jeremy become a Fractional Chief Marketing Officer?02:10 What is the Best Firm to Contact for Jeremy?03:36 What is the Role of a CMO in a Startup?04:56 How involved is the CMO in the Tactics of a Client's Business?09:52 How much does a CMO Assist to Evaluation Process in a Business?11:03 What is the Key Value of a Fractional CMO?12:21 How did Smart Yeti become High Level?14:49 What is the Future of CMO Marketing Effectiveness?19:15 How Effective is Video Discoverability Today?20:53 What are some Offline Business Strategies?23:02 Utilizing both Offline and Internet Networking to Support Business Growth27:00 How CMOs Help Clients Stand Out in a Crowded Market28:30 How CMOs Can Establish Great Relationships and an Effective Marketing Campaign With Customers?

When Should You Bring on a Fractional? Timing and Considerations.