CMO Secrets: Top 5 Marketing Tips for 2016
As the G20 portfolio has grown so has the G20 family. One of the more fun aspects of my job is looking for ways to help our companies connect not only with us but with each other, in ways that add value and build new relationships.
Last week we had just such a meeting, bringing together some of the best marketing minds on the team to talk shop and learn from each other what was working and what wasn’t. Joining Bill Wiberg and I at the meeting were:
· Pawan Deshpande, CEO of Curata
· David Hurley, CEO of Mautic
· Mike O’Malley, CMO of 128 Technology
· Lon Otremba, CEO of Bidtellect
· Brian Kardon, CMO of Fuze (f.k.a. Thinking Phones,)
· Mike Troiano, Actifio CMO and G20 Member and
· Andy Zimmerman, CMO of Evergage.
We asked each to bring a couple of questions for the group and a few suggestions based on what they do well.
For me, one of the more interesting themes was meeting the customer where they live today. Spending more time up-front listening to current conversations; then translating that learning into more effective outreach (content or conversation). That’s the opportunity.
It’s clear that most markets are noisy and yelling loudly no longer works. Crafting differentiated stories that resonate with customers — as they evolve — and setting the right stage for dialogue are the keys to success.
Similarly, the group was focused on techniques that align and consistently validate efforts with Sales. Without close alignment, it’s easy to waste money or miss the leverage provided when sales is fully bought in.
Five highlights of what they shared:
- Leverage Sales to Activate Trade Shows
Before you say yes to any trade show, make sure Sales has committed to help “activate” the show. Activation means lining up a minimum number of 1:1 customer meetings, a speaking role, an evening event with a minimum participation level. If sales doesn’t sign up, then the answer is an easy, no.
2. Create Customer Profiles in Courage
Help your customer become CIO of the year. Write about them; submit their names for awards and speaking engagements! The best way to get an endorsement, direct or indirect, is to highlight how well your customer innovates to solve big problems.
3. Build on the Current Conversation
A big part of marketing success is listening and reading the audience. “Thought Leadership” pieces that don’t fit into the current conversation will be ignored, but content that is rapidly built to expand the current conversation will be consumed (and shared!).
4. Pick a Fight
One of the best ways to differentiate is to pick a fight with a competitor that will help you stand out in ways that matter to customers. We’re not talking about a Donald Trump fight here, but one based on substance and true differentiation.
5. It’s in the BHAG (Big Hairy Audacious Goals)
It’s crowded out there. Big visions can be a way to stand out and unify a company. 128 Technology wants to “Fix the Internet”. Curious? They hope so.
How does that jibe with your experience? What’s you’re secret weapon to get things to the next level this year?
Look forward to sharing more of what we learn right here, please follow below if you’re interested in hearing more.
