Remarkable Content with Ian Faison Disney: B2B Marketing Lessons from the Magical Media Empire with Domo CMO Mark Boothe
Ask yourself: “What is the magic of my brand?”
Every brand has it. It’s the special offering your company has that no other one does.
That’s where you focus the message of your content. And it’s one of the things we’re talking about today.
In this episode, we’re learning from the magic of the world of Disney.
With the help of our special guest, Domo CMO Mark Boothe, we’ll talk about working your magic, focusing on feeling, and the power of distribution.
About our guest, Mark Boothe
Mark Boothe is Chief Marketing Officer at Domo. Mark brings over 15 years of diverse marketing experience and is passionate about driving Domo’s business growth through marketing initiatives. His mission is to empower all Domo customers and prospects with the insights and tools they need to make better business decisions and achieve their goals. In his previous role as VP of Community, Partner, and Field Marketing, Mark and his teams established new and strengthened existing programs to address customer pain points and create a greater sense of community. They also executed campaigns, programs and events that showcase the value of the Domo platform.
Before joining Domo, Mark spent more than 10 years working in customer relations and marketing at Adobe and worked at Instructure as its senior director of customer marketing. He received his MBA from Utah State University and a bachelor’s degree from Brigham Young University. Outside of work, Mark enjoys spending time with his family and traveling.
What B2B Companies Can Learn From Disney:
- Work your magic. Whatever the magic is that your brand has, that magic that sets you apart from competitors - make that the focus of your content. Mark says, “For Domo specifically, what's our magic? We're really, really good at helping people to use data effectively. We can help them make accessible interactions and interactive automations and simple integrations. We help people get value out of their data. And so for us, that's what the magic is. So we have to make that simple. We have to make it easy. We may have to make it understandable and the product has to work. That's what remembering the magic looks like for a software company that's selling visualization and BI and automation software.”
- Focus on feeling. Does your content feel like it’s part of the brand? Does it all evoke the same feeling? Ian says, “One of the things that Disney understands so well is the importance of the property fitting into their overall brand, but that the properties all are standalones. And I think that this is not something that we really understand in marketing. Like, we get obsessed with the colors or the style. We obsess over making it look right instead of feel right. But Disney, the brand is all about the way it makes you feel.”
- Have a distribution plan for your content. Before you make any content, make sure you have a plan to get it out in the world, and in front of the right people. Mark says, “For so long the phrase has been content is king. But my fight would be that distribution is emperor. Yes, content is really, really important. And it's amazing what you can do with really good content, but you can do a heck of a lot more with really good content that has exceptional distribution behind it. I can do really good things with really bad content that has exceptional distribution strategies and tactics put behind it. The key is, how do you make sure that you're developing and creating and synthesizing really good content that you can then put the right kind of resources behind so that you get it in front of the people that you really care about?”
Quotes
*”For so long the phrase has been content is king. But my fight would be that distribution is emperor.”
*”I'm a big fan of test, test, test, test, test, test, and learn. But you live in a world today where you can make micro optimizations to pieces of content and things. So use the technology and the things that are in place to be able to make the micro changes you need to make content work.”
*”Content is everyone's responsibility at this point. No matter what discipline you are in within marketing, you are a content marketer. We get so caught up sometimes then, ‘Hey, this quarter we're going to do X number of blog posts.’ Why? To what end? ‘We're going to create this many YouTube videos.’ Okay, ‘we're going to create a whole bunch of stuff on TikTok.’ Great! Like, what's the purpose? And backing up enough to say, Who's the audience? If your ICP is for a certain amount of these accounts that look like this, and these people who buy like this and need these things, and yet you're talking to all of them in the same way, you're going to fail.”
*”Take the time to create really, really good content. We're not in the days anymore of ‘If you build it, they will come.’ There is more content generated right now than in any other time. So just to build good content doesn't get the job done. Building good content and then having that distribution strategy and then being willing to make the micro changes you need to, you'll give it a good shot.”
*”Don't be afraid to fail sometimes. If failure is, ‘We learned a whole lot of stuff and we won't make that same mistake again,’ then it wasn't really failure.”
*”Make sure as a marketer, you're staying true to the creative piece of your job, but that you're using data to make sure that it's all a strong reality. Cause I think too often, we can fall to either side, whether it's we're falling too hard on the creative side or we're falling too hard on the data side. And it is, it's an art and a science. So nail both the art and science.”
Time Stamps
[0:55] Meet Mark Boothe, CMO of Domo
[2:33] The Launch of Disney Plus
[4:25] Disney Plus Marketing Strategies
[7:36] The Impact of Disney Plus on Consumers
[18:13] Content and Distribution in B2B Marketing
[22:05] Creating Quality Content in Business
[22:20] The Importance of Distribution Strategy
[22:43] Learning from Failures
[22:58] Challenges in Content Creation
[25:21] Investing in Brand and Community
[27:14] The Role of Community in Customer Retention
[28:25] Evaluating Content ROI
[29:32] Building a Customer-Centric Community
[32:00] The Impact of Community Initiatives
[35:50] Balancing Creativity and Data in Marketing
[37:57] Advice for other CMOs
Links
About Remarkable!
Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both nonfiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.
In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.
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