How to be a CMO & Create the Marketing Function of an Organization

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image via http://www.ey.com/gl/en/services/advisory/ey-dna-of-sales-and-marketing-leaders-reinvention-of-the-cmo#.WCsll-YrLIU

The role of CMO needs to focus on more than just marketing to increase sales as seen in this chart.

Image via http://blog.marketo.com/2007/04/are_you_a_cmo_o.html

To have success in the CMO role, you need to: get executive buy in on authority and the ability to make changes, otherwise you are doomed to fail.

Brand Message and Content Marketing

From a brand stand point, the brand messaging need to be in alignment. It should not take a genius to understand what your product does and how it will help the customer. To achieve this goal, you need to do the following: Audit, understand and improve Brand message, voice, sales, marketing collateral, print and digital properties.

Do the above before starting a content marketing program if the organization sells products because you will need to build and create a content tilt to be found by customers in search.

Developing Sales Processes and Shortening the Sales Cycle

Sales Managers hired; should train sales staff properly and hold Reps accountable to hit Revenue Goals. If you are tasked with creating/building out the marketing function of the organization, make sure that support staff are trained by the Sales Manager to handle inbound leads. Sales staff should be trained on objection handling, prospecting, product knowledge, making Sales, post Sales follow up and obtaining repeat business.

SMarketing

Have marketing partner with Sales. Go on Sales calls to understand customer objections /pain points to improve messaging and product. The goal of any Sales and Marketing program is to shorten sales cycles and increase Revenue.

Defining Your Target Market and Sales Channels

Audit, understand, and improve the sales structure of the organization, sales operations and sales processes. Define Sales Rep territories, compensations and commission structure using analysis that includes data from customer acquisition costs and ROI.

Decide if you will sell your product directly to customers or through re-sellers. Some companies do both.

Sales Management/Sales Reps

Hopefully if there is Sales Leadership at the company when you arrive, this will be handled. If no Sales people are present, start this process yourself and hire a seasoned rep or Manager from a larger competitor. If Sales leadership is there but has not done the above, give them a Sales Leadership improvement plan, look for a seasoned replacement and fire them. This applies to Sales Reps as well.

Market Research

Understand customers and buyer behaviors.

Share buyer personas and research with the sales staff.

image via smartdraw.com

Have sales staff complete a competitive analysis on how your company stacks up against your competition in the marketplace.

Product Development

Use Market Research to collaborate with product to come up with ideas for new products, features, promotions and pricing strategy.

Crossing the Chasm and Selling into New Markets

image via http://4.bp.blogspot.com/

Identify new markets to sell into. If Sales are stagnant, find a way to get in front of your customers before they become customers by using pricing in a crossing the chasm style analysis.

Proving you’re a CMO

Position marketing a source of revenue rather than a cost by putting marketing at the center of the organization. Showing how marketing can make an impact on the income statement beyond increasing sales. Show how marketing makes the organization run better.

Talent Branding

Improve the talent brand by creating a job site with employee stories. This job site will increase the amount of applicants and reduce recruitment advertising costs. Write more appealing job descriptions.

Attempt to make the organization the company of tomorrow by making it cross functional.

Company Revenue and Financials

Ask about the financial health of the company i.e. Churn rate, burn rate, Profitably, funding etc…

image via pinterest.com/explore/churn-rate

Ask the CEO about cash flow and if they can commit large amounts of cash to developing/executing marketing programs.

image via http://www.accountingcoach.com/financial-ratios/explanation/4

Data Driven Decisions

Above all, CMO’s need to use Data from Financials, Sales, Revenue and Analytics to make marketing decisions. The Data needs to be used continuously to justify marketing decisions and to pivot when marketing programs are not working.

The duties of the CMO will vary by industry and company size but these are the basics that a CMO must do to be successful.

What do you think makes a successful CMO? Comment and Share.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 16,000 followers on LinkedIn & over 11,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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10 Ways to Build an Audience & Grow a Customer Base

There are many ways to grow an audience and build a customer base.

Here are 10 strategies for you to grow your audience and build a customer base.

1. Starting a Blog based on Buyer Personas

Create a blog within your website focusing on customer pain points discovered in your buyer personas.

Image via http://www.garrisoneverest.com/inbound-marketing-2/how-to-implement-inbound-marketing/

2.Use Social Media to share Blog Content

Share the content of this blog on Social Media channels such as Twitter, LinkedIn, Facebook, Instagram etc….

3. Employees LinkedIn Company Pages & LinkedIn profiles

Start publishing on your LinkedIn company page. Also, encourage employees publish and share content to their LinkedIn profiles if you are not doing so.

4. Content Repurposing

http://bluepolointeractive.com/ 

Repuropse blog content in the following ways: On SlideShare,

http://www.whitehatmedia.com/sites/default/files/styles/large/public/linkedin-buys-slideshare.jpg?itok=PZQMLnYm

YouTube videos, podcasts, ebooks, whitepapers, newsletters, webinars etc…

5. User Groups

Create a user group on LinkedIn, and Facebook to facilitate discussion of your product and service.

6. Twitter Chats

Host Live Twitter chats on topics that are important to your customers

7. Using Groups to organize and announce off-line events

Use LinkedIn and Facebook groups to organize off-line events such as trade shows; invite customers to provide in person testimonials to prospects.

8. Stay In front of Customers

Be where your customers are, share a value message based on Market Research,Customer Analysis, Big Data Analytics and Competitive analysis.

https://marketingtruth.wordpress.com/category/analytics/

Image via http://smartdraw.com

9. Content  & Customer Retention

Create content to keep current customers engaged; share new features and ways they can get the most out of your product or service. Use the content to stay in the mind of customers.

http://www.invespcro.com/blog/customer-acquisition-retention/

Use your blog and product check out to ask customers to opt in to your marketing messages. Once you obtain permission, you can create email marketing campaigns targeted to subscriber needs and interests.

10. Develop Marketing Partnerships & Relationships

Strength comes in numbers. It helps to have other noncompeting businesses with complementary products promoting your product and services. These businesses can have a similar customer base and audience that can help your business.

Cross promote partner content/offerings on Social Media and at events to facilitate a reciprocal relationship.

Bonus Tips Statistics & Related Content

http://www.marketingcloud.com/blog/wp-content/uploads/2014/06/audience_infographic_w640.png 

How have you built an audience and customer base?

Comment and share below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 15,000 followers on LinkedIn & over 10,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

 

5 Ways Marketers Can Use Web Analytics for Free

 

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image via https://marketingtruth.wordpress.com/category/analytics/

There are plenty of ways for marketers to measure the reach of their content and track customer behavior with marketing analytics. Many of these resources can prove to be quite expensive but in some cases make sense to purchase. However, there are plenty of free sources for marketing analytics.

1. Google Analytics

Google Analytics offers users free access to analytics for their website and tumblr blog. Users can track where the traffic is coming from and identify potential customers. Customer behavior on websites can also be tracked. Here is how to install it on a website.

2. LinkedIn

LinkedIn offers free analytics on its publishing platform that allow users to see the geographic area and industry of their readers. Along with eyeball count, comment count, users can see who shared and liked their content. 

LinkedIn members can also see statistics on status updates that are popular in their network.

3. SlideShare 

SlideShare now offers users free analytics  on content that is uploaded to the site. This is a great way to track where traffic is coming from and how users engage with content. Users can track social and email sharing  along with downloads.

4. Twitter 

Twitter users can track the impacts of their tweets. Twitter provides users access to track social sharing which include retweets and likes. Users can also track tweet impressions and clicks tweets that include URLs.

5. WordPress

WordPress users can see how many people have viewed their content, shared their content and what country viewers are from. Traffic sources such as referrers and search terms are included as well.

These are 5 ways that marketers can access analytics for free.

How have you used free analytics to measure your content and track customer behavior on your site? Comment below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

He writes and publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

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How to Setup Google Analytics on Your Website and Blog

Google Analytics is a great way to monitor your efforts online. It allows you to see how many people are visiting your site, the duration of their visit, what content they are looking at and from what network. You can also see what country they are from. Another thing you could do is to set custom goals to check for certain things. The site allows you to measure the amount of traffic that comes from social networks. To access this, just click under the social tab under traffic sources. Google Analytics also lets you track your Adwords campaigns. I use Google Analytics for my website and tumblr blog.

Today I am going to discuss how to setup Google analytics for your website and blog. The first thing that you will need to get started is a Gmail account. Now with your Gmail account, go to the Google Analytics website. You will need to click the create an account button. Next you will be asked to login to you Gmail account. You will then be asked to create a profile and add the website URL that you want to track. You can also provide your time zone. Once you provide this, the site will provide you with a tracking code. Next, you will need to copy and paste this into the html section of each page of your website or blog. If you have done this correctly, you will see that the tracking code is installed.

You will start to see statistics about your visitors within a few hours. It is important to note that WordPress.com offers Google Analytics as a paid upgrade. WordPress provides users with a set of analytics.

Now you are using Google Analytics.