Performance Marketing Insiders Chris Mechanic

Today’s guest is a global marketing strategy expert who is passionate about building high-performing teams and coaching the next marketing leaders. Allison MacLeod is the Chief Marketing Officer of Flywire and is a Member of the Board Of Trustees for the Mass Technology Leadership Council.










Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call











Allison shares the ROI mindset that marketers need to have, the importance of prioritizing cost-effective revenue, and how to develop a strong and capable team as a marketing leader.













Takeaways:







* Whether in B2B or B2C, as the CMO, you need to understand the ROI generated from everything your marketing team does. You must also be focused on the goals you share with the sales organization and work toward them.





* Marketers must consider how they support the company’s sales or account management teams. What can marketers do to help them improve retention, upselling, and cross-selling?





* MQLs and your top-of-funnel are the lever and gauge that you can use to impact revenue. It’s crucial to learn how to scale them up and down to provide more predictable results and improve them quarter over quarter.





* As a marketing leader, you must aim your efforts at what provides cost-effective revenue and is aligned with the sales team. It’s essential to de-prioritize anything that is not driving to that goal, to maximize cost-effective revenue.





* Marketers should be sitting in on sales calls and speaking with clients to get real feedback on what resonates with potential customers that they can include in the messaging of marketing collateral.





* When recruiting new members for your team, make sure they have opportunities to grow and improve the company. Lay out the path ahead of them and highlight the areas in which they can become involved and take charge of. Be a mentor and listen to them.





* No matter how skilled you are or what field you are in, everything in business comes down to communication, trust, and relationships. Without communication, there is no collaboration which leads to everything falling apart.







Quote of the Show:







* “As a CMO, you should act like the CRO.” – Allison MacLeod







Links:







* LinkedIn: https://www.linkedin.com/in/allisonbmacleod/ 





* Twitter: https://twitter.com/allisonbmacleod/ 





* Company website: https://www.flywire.com/ 







Shout Outs:







* Bryan Law – CMO of ZoomInfo – Episode # 094https://performancemarketinginsiders.com/differentiation-doesnt-matter-distinctiveness-does-bryan-law-the-revenue-driven-cmo-094





* You Are a Badassby Jen Sincero





* The Book of Boundariesby Melissa Urban







Ways to Tune In:







* Amazon Music:a href="https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-dr...

Today’s guest is a data-driven marketing leader with vast experience running teams and launching products within high-growth B2B SaaS companies. She is extremely passionate about understanding customers and using that to inform her marketing efforts. Juliette Kopecky is the CMO at LinkSquares and an angel investor.










Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call











Juliette discusses the perspective that future marketing leaders need to have, why marketing should collaborate more with sales, and how to run an effective marketing team.













Takeaways:







* Being a successful marketer goes far beyond a good understanding of marketing tactics. In order to become a marketing leader, you need to have a well-rounded set of skills that come from all aspects of running a business.





* Outstanding marketers can see the bigger picture of how disparate marketing tactics factor into the company’s revenue and drive new business. They are curious about other parts of the business and what customers really want to accomplish with your solution.





* Marketers should embrace every chance they get to collaborate with sales and work on closing deals. Not only will they learn skills that they can deploy in other aspects of their job, but they can also listen directly to the customers on the issues they need to solve.





* If your company has a booth at in-person events and conferences, this can be an extremely valuable way for marketers to gather immediate feedback from the prospects they talk face-to-face with. Find what resonates with your target audience.





* A major factor in being an effective marketing leader is great communication. Your team needs visibility in order to thrive and a great way to provide this as a CMO is by having a regular meeting cadence with your senior leadership team.





* An even better way to encourage open communication within your marketing team is to have skip-level meetings with everyone on the team. These meetings allow you to learn about what each member is working on and provide further learning opportunities.





* As your company grows in size and scope, you need to work on upgrading your skills both as a marketer and as a leader. Running a larger company means you’ll have to solve larger problems, so make sure you’re prepared by consistently honing your craft.







Quote of the Show:







* “It can’t just be marketing for the sake of marketing, it has to be marketing to power the business and to drive revenue.” – Juliette Kopecky







Links:







* LinkedIn: https://www.linkedin.com/in/juliettek/ 





* Company website: https://linksquares.com/ 







Shout Outs:







* CLOC – Corporate Legal Operations Consortium





* Boston Celtics





* James Parker – General Council for the Boston Celtics





* HubSpot





* Jasper AI





* Tomorrow, and Tomorrow, and Tomorrowby Gabrielle Zevin







Ways to Tune In:







* Amazon Music:https:/...

Today’s guest is a keynote speaker, coach & mentor with over 25 years of marketing experience. He has spent most of his career leading marketing at IBM throughout Europe and the Americas. Scott Neuman is the Vice President of Corporate Marketing at Calix.










Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call











Scott explains the 3 keys to empowering everyone in your company to be a brand ambassador, why you need to highlight customer wins, and how to set up an effective customer advisory board.













Takeaways:







* Anyone who works for your company is an ambassador for your company’s brand. Wherever someone from your company may be, as soon as they say they work at your company, they become an extension of the brand.





* Marketers need to effectively leverage everyone in their company to take advantage of this immense earned media opportunity that costs them nothing. When used correctly across social media, this can dramatically amplify the reach of your brand’s story.





* There are three key steps involved with getting everyone in your company excited about posting on social media about the company. 1) Understand the Story. 2) Arm the Extroverts with Tools. 3) Celebrate New Voices.





* To transform every position within the company into a revenue-driving position, your company needs to have a strong story and make sure that everyone really understands the why behind the company.





* Give the extroverts within your company the tools they need to tell your company’s story with their own flavor. Encourage them to share why the company’s mission is relevant to them and their network. Celebrate those that are sharing both internally and externally.





* So much of B2B marketing is companies talking about themselves. Cut through the noise by flipping it around to talk about your customers and highlight their wins. You can tell a much more compelling story when you put your customer in the role of the hero.





* Prospects don’t care about what product you sell, they care about what problem you solve. Your marketing should speak to prospects in their language and put your solution into the context of how you help them solve their issue.







Quote of the Show:







* “Anyone and everyone can be a brand ambassador” – Scott Neuman







Links:







* LinkedIn: https://www.linkedin.com/in/scottneuman/ 





* Twitter: https://twitter.com/scottneuman41 





* Company website: https://www.calix.com/ 







Shout Outs:







* Chet Holmes





* Hootsuite





* Daniel H. Pink





* Simon Sinek





* Adam Grant





* Bill Bryson







Ways to Tune In:







* Amazon Music:https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic





* Apple Podcast:a href="https://podcasts.apple.

Today’s guest was voted a Top 3 Marketer on LinkedIn and was recognized as a 2020 Top 10 SaaS Branding Expert.





He is an award-winning content creator and keynote speaker that helps businesses drive measurable results through social media. Darryl Praill is the Chief Marketing Officer at Agorapulse.










Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call











Darryl shares why your team’s culture is so important, why defining success is imperative, and how a CMO really thinks about growing a company.













Takeaways:







* The key to succeeding as a marketing leader is organizational culture. You need to make sure that every individual on your team is in the right seat. They need to understand their job, want to do their job, and be capable of doing their job.





* As a leader, you need to hold your team accountable. If team members aren’t meeting expectations, they need to face the consequences right away. The longer you delay the consequences, the longer you tell everyone else that it’s acceptable to miss those goals.





* It is imperative to communicate your expectations to employees in a measurable and trackable way. Make sure to define the metrics by which you judge success. For example, market share could be measured in multiple ways, so which metric matters?





* Have a “sanity check” with employees at the halfway point of a project or initiative. This way, if an employee is not on track to reach the goal, you can provide corrective behaviors for them while there’s still time to make a change and reach the goal.





* Your CMO wants to know how you impacted the company’s bottom line because that’s how the company is measured. They don’t care how many leads you generated, they care how many of those leads became paying customers.





* Make sure that you can track everything you do back to its impact on a company goal. Use this when discussing priorities and goals with other marketing leaders within your company.







Quote of the Show:







* “Our job as leaders is to translate how those small, often seeming inconsequential, elements of your daily job impact the organization’s goal.” – Darryl Praill







Connect With Darryl:







* LinkedIn: https://www.linkedin.com/in/darrylpraill/ 





* Twitter: https://twitter.com/ohpinion8ted 





* Company website: https://www.agorapulse.com/ 





* Personal website: https://www.darrylpraill.com/ 







Shout Outs:







* Traction by Gino Wickman





* Lemlist – Cold Outreach Software





* Guillaume Moubeche – Founder & CEO of Lempire and Lemlist





* Sangram Vajre – Go-To-Market Thought leader





* Dan Disney – Social Selling and LinkedIn Influencer





* Blue Ocean Strategy by Renée Mauborgne and W. Chan Kim





* Crossing the Chasm by Geoffrey Moore





* Good to Great by Jim Collins

Today’s guest is an expert marketer that leverages engagement strategy to drive demand.





Throughout her awesome career, she’s developed specialties in content design, market research, and campaign execution. Briana Belisle is the Executive Vice President of Marketing at Field Nation.










Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call











Briana shares why you need to solve your prospects’ boring but urgent problems, and how to determine the difference between critical events and compelling events.













Takeaways:







* Stay focused on solving what matters most to your prospects. Solve the boring, but urgent problems they are facing.





* Even though a problem may seem boring, that doesn’t mean that it’s not worth solving, especially if it’s keeping your customers up at night.





* It’s important to determine between critical events and compelling events. Critical events are costing your customers time, money, or customers and need to be fixed now. Compelling events can be more interesting but are harder to tie into ROI.





* When you know the specific critical event that your solution fixes, you can get highly specified with the audiences you target to make sure that you convey why that problem, and therefore your solution, is so important for a very specific subset of the market.





* Before chasing the next shiny object, ask yourself if it is urgent and if you understand who it is urgent for. Once you’ve done that, really think about if you’re doing something because it’s shiny or because it helps solve a critical problem for your prospects.





* When crafting your company’s messaging, make sure that it addresses the boring, but urgent problem for your prospects rather than what you happen to find interesting.







Quote of the Show:







* “Solve the boring, but urgent problem.” – Briana Belisle







Links:







* LinkedIn:https://www.linkedin.com/in/justbriana/





* Company website:https://fieldnation.com/







Shout Outs:







* Alex Hormozi





* Seth Godin





* Peep Laja





* April Dunford







Ways to Tune In:







* Amazon Music:https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/3-minute-marketing-with-chris-mechanic





* Apple Podcast:https://podcasts.apple.com/us/podcast/3-minute-marketing-with-chris-mechanic/id1444680950





* Spotify:https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=c4050290cbb54c65





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





* Listen Notes:a href="https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluq...

With B2B buying groups growing larger, it’s time for marketing to take a page out of the sales playbook and begin using multi-threading to increase close rates.





Here to let you in on all of the secrets is an awesome paid media and digital marketing expert who specializes in helping major companies like Gong and Salesloft improve their pipeline.










Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out.

Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call











Today’s guest is Isaac Ware, the Director of Demand Generation at UserGems.





Isaac shares how to increase your close rate by five times, which marketing tools to use for multi-threading, and why you need to re-engage previous champions of your company.













Takeaways:







* Marketers need to embrace Multi-threading. Multi-threading is a sales technique that pulls more people from various personas within a company into the deal. Having multiple contacts within a deal increases the chances of closing that deal dramatically.





* Within potential B2B accounts, buyer groups are increasing in size. For example, a sales cycle that would have involved 3 contacts within a company in the past now needs to include 5 or 6 contacts that fit a variety of personas.





* By using multi-threading on a tactical level, marketers can engage the different personas within a target account at the optimal time during the sales process. This engagement can be done through extremely targeted and personalized ads for each persona.





* When advertising on LinkedIn, in-feed ads can outperform conversational ads simply based on their variety and the frequency at which they can be shown to the audience.





* CRM tools and similar software that can identify the buying committees within target accounts and categorize the contacts into the proper personas are extremely useful. These tools are essential for implementing scalable multi-threading tactics.





* If you’re not tracking the champions of your company when they move on from their current companies, you are missing out on a huge potential source of revenue. Make sure to monitor these contacts and engage them to stay top of mind.







Quote of the Show:







* “Buying groups are getting bigger, so multi-threading is more important than ever.” – Isaac Ware







Links:







* LinkedIn:https://www.linkedin.com/in/isaac-ware/





* Company website:https://www.usergems.com/







Shout Outs:







* Atomic Habits by James Clear





* The Founders by Jimmy Soni





* Corrina Owens, Senior ABM Manager at Gong







Ways to Tune In:







* Amazon Music: https://music.amazon.com/podcasts/5f9c8c1a-fbf5-43c7-b7eb-958674860156/performance-marketing-insiders





* Apple Podcast:https://podcasts.apple.com/us/podcast/performance-marketing-insiders/id1444680950





* Spotify:https://open.