EP 451: What it takes to become a fractional CMO with John Jantsch
May 27, 2024
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Guest John Jantsch discusses the rise of fractional CMOs post-pandemic, emphasizing strategy over execution. Tips on building trust, positioning as a trusted thought leader, and the importance of deep industry knowledge for agencies
Prioritizing strategy over tactics helps agencies build trust with clients and find right-fit clients.
Emphasizing thought leadership and strategic guidance positions agencies as trusted advisors and fosters client relationships.
Deep dives
Positioning Strategy First
Positioning strategy first is advocated as a way to build trust with clients and provide value beyond just selling marketing services. Leading with strategy helps in highlighting the depth of the relationship and expertise an agency can offer, setting a foundation for long-term success. By prioritizing strategy over tactics, agencies can build confidence with clients and showcase the value they bring to the table.
Building Trust Through Thought Leadership
Emphasizing thought leadership as a means to build trust and credibility in the industry, sharing valuable insights and educational content showcases expertise and helps in fostering client relationships. Offering a roadmap and strategic guidance instead of solely focusing on tactics helps in positioning agencies as trusted advisors rather than mere service providers.
Adapting to Changing Trends
Amidst the rise of AI and evolving technology, the human element in strategic marketing remains crucial. The ability to leverage technology while driving strategy and making informed decisions based on expertise distinguishes agencies and consultants in the ever-changing landscape. By combining human ingenuity with technological tools, agencies can deliver tailored solutions and maintain a competitive edge.
Future Outlook: Strategic Positioning
Looking ahead to 2025 and beyond, the emphasis on strategic planning and client-centered approaches is expected to grow. As technology advances, agencies must highlight their ability to provide strategic insights and drive tangible results for clients. By focusing on building trust, thought leadership, and adapting to industry shifts, agencies can position themselves as valuable partners in delivering strategic marketing solutions.
If you want to future-proof your agency’s success and stability, now is the time to become a fractional CMO.
For those unfamiliar with the term, fractional CMOs are hired for their strategy first and execution second. It’s a client-agency relationship built on trust that you know their industry deeply and can execute your strategy to provide a high ROI to your client.
The pandemic paved the way for having this hyperfocus on one specialization and highlighted the need for agencies to be trusted thought leaders in their niches. This week’s guest, John Jantsch, is teaching us how to become fractional CMOs and what it takes to build that deeper trust with clients.
Join us to learn the data behind John’s ideas and how to position your agency as a fractional CMO.
A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.
What You Will Learn in This Episode:
How the pandemic shifted the need for strategy and consulting
Shifting to strategy over execution can help find right-fit clients
Fractional CMOs are up 60% as an add-on service
Clients want their agencies to have deep knowledge of their industry
The two distinct types of fractional CMO — and which one you should be
Showing up as part of your clients’ team to build trust
Building trust through strategic partnerships, referrals, and thought leadership
The growing emphasis on first-party data for agencies
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