How well do most CMOs know their CIO or IT director? Not as well as they should. It’s important for marketers to build strong relationships with their technical teams to achieve marketing success.
Today’s guest is Theresa O’Neil, CMO of Zylo, a SaaS management platform. She talks about what and why CMOs and marketing leaders need to navigate side by side with IT to get the most from their technology, to make sure they're not bleeding their martech stack budget, and to ensure that they're collectively driving the most ROI possible.
Some of the highlights of the show include:
Links:
Quotes from Theresa O’Neil:
“In marketing, to do a great job, you need the right tools, and it's never been more important than it is now.”
“The average company has over 600 SaaS applications. Most of them, IT doesn't know about.”
“38% of licenses go unused every month. Just think about it. If you could reclaim 38% of your tech budget, for a marketer, that could absolutely be found money that you could use for a new initiative, or program, or something else that can really help you meet your goals.”
“By partnering together and making those employees happy and productive, you're also making sure you're not wasting budget.”
What does email automation look like, how does it work, and what are its benefits? Discover how to grow, scale, and mature by owning and not making the same mistakes.
Today’s guest is Jeremiah Utecht, Lead on Marketing Automation and Business Intelligence at CoSchedule. He takes the mystery out of marketing automation and makes it work.
Some of the highlights of the show include:
Links:
Quotes from Jeremiah Utecht:
“Marketing automation at CoSchedule seeks to always send the right email to the right person at the right time.”
“The irony of my job is that it’s more about not sending certain emails and saying, ‘No,’ a lot than it is actually blasting things out.”
“Marketing automation is triggering marketing content messaging based on an attribute, a context.”
“As a rule, being super clever almost always blows up in your face.”
Do you create great content for an awesome business but still find it challenging to be found on the internet? Building relationships with the right partners can build your audience by getting in front of the audiences of others.
Today’s guest is Brett McGrath, Vice President of Marketing at The Juice, a content distribution platform for B2B content. It’s like Spotify, but for business content. Brett shares how to develop content partnerships to launch ambitious new companies.
Some of the highlights of the show include:
Links:
Quotes from Brett McGrath:
“When I joined The Juice, priority #1 was meet people and just have conversations.”
“Reach out to people and do it in a way that is authentic and natural in building partnerships.”
“We, as B2B marketers, need to move away from me-centered marketing or marketing for our own KPIs and our metrics or what our bosses want.”
“Find the places where people want to go and learn and are like-minded and find ways to engage.”
Marketers understand the value of search engine optimization (SEO), but they need to clearly communicate why it matters to get buy-in from executives, stakeholders, and clients.
Today’s guest is Eli Schwartz, a consultant and growth advisor. Also, he is the author of Product-Led SEO, a new book that describes how to communicate the value of SEO and think strategically and philosophically about SEO to be successful.
Some of the highlights of the show include:
Links:
Quotes from Eli Schwartz:
“I am a huge fan of not creating any sort of content unless you know that there are users that will consume it, it makes sense for users, and it will end up converting.”
“If you don't do SEO, then your competitors move ahead of you. If you don't do the right SEO, you just lose your entire investment. But that's not the way most people think of it.”
“Social media is a little bit lower in the funnel. I think paid marketing is at the bottom of the funnel. Brand marketing is potentially higher in the funnel than SEO. Make them all work together and that's where SEO will be the most profitable.”
“They don't need to understand how SEO works. What they do need to understand are the outcomes, and the work that's going to be done, and of course, the investment that's going to be made.”
Too much marketing is based on guesses not backed by data. Paid tactics, like pay-per-click (PPC) and social media advertising, can burn through your budget when guesses are wrong. How can you use data to make marketing more predictable to forecast performance and adjust to shifts in trends to increase your ROI?
Today’s guest is John Readman from BOSCO, a digital analytics and predictive modeling platform for retailers and eCommerce companies. He discusses what it takes for predictable marketing to be successful. It involves understanding historical data, performance, and trends across a client's channels.
Some of the highlights of the show include:
Links:
Quotes from John Readman:
“If we've got the right data in the right format, and we understand what is going on around certain targets, what makes it predictable is understanding the metrics and the outputs we are trying to achieve.”
“Fundamentally, why do people need to make data-driven decisions to really explain where they're spending their money, where are they getting their ROI, and then how can they scale it?”
“It all starts with getting all your data organized in one place, then looking at what I am willing to pay to acquire a customer, and then maybe looking at customer lifetime value.”
“The thing to stand out will be a better proposition, a better product, and a better promotion, which is sort of the traditional marketing going around in a full circle.”