CMO Insights

In this episode of CMO Insights, Jeff interviews Lisa Cole, Corporate VP and CMO of Huron. Lisa talks about what it's like to move from consulting to the client side. She also discusses shifting the mindset of marketers and eliminating "random acts of marketing" and focusing on the customer journey. Learn more about your ad choices. Visit megaphone.fm/adchoices

In Emily’s role she delivers high impact demand generation campaigns to turn prospects into customers as well as effective client retention and upsell programs. She is also responsible for delivering a cohesive customer experience across the Bazaarvoice journey and her main goal is to maximize revenue.Learn how Emily grows their pipeline and revenue by differentiating Bazaarvoice from their competition using moderation services and how she addresses the challenges of running a lifecycle marketing team by using a variety of tools from the revenue marketing stack including marketing automation and CRM software. Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently we spoke with Lauren Pasquale, Vice President of Marketing at Fastaff and US Nursing. She parlayed a 21 year career in sports marketing to apply digital marketing innovation at her current job with a mission to engage talented nurses in urgent and crucial travel assignments nationwide while fostering a best in class culture for her employees. From Super Bowls to the Olympics to staffing, Lauren has done it all and brought the digital startup mentality everywhere she serves.Fastaff finds high acuity nurses in urgent and crucial situations around the country using a database of nurses that marketing helps the firm build. Their biggest challenge is in finding nurses with the right skills, and so we asked her how marketing helps with this challenge. Lauren shared that marketing is taking advantage of some amazing big data technologies such as Oracle Eloqua and Tableau. By using these tools to segment the audience, learn more about them, mirror the behavior of your most highly engaged nurses, and make predictions about what others are likely to do Fastaff is able to attract and recruit great nurses. She also shared that nurses are a highly influential audience, which presents itself as a great opportunity to leverage social media, encourage them to talk to each other, and for Fastaff to practice social listening and observe trends using their social CRM.Some other questions we posed to Lauren during our 14-minute interview included: What is your approach to training your marketing team? Where does content fit in the mix of things you do? What types of business outcomes is marketing creating? What other advice do you have for CMOs as they start their digital transformation? Learn more about your ad choices. Visit megaphone.fm/adchoices

When you realize that Saul Leal, General Manager at FamilyShare Network, has developed a following of 120 million people, you might conclude that he would be a great source of advice on content strategy…and you would be right. Saul took time out recently to record an interview with Jeff Pedowitz. Jeff asked him if the skill sets of the content marketing team were changing and how he trained and prepared his 4000 contributors. The answer was very illuminating.“Most of our employees are statistical oriented, more mathematical oriented, more numbers oriented. Most of our employees are not journalists…even though we create anywhere from 600 to 1200 media posts a day. None of our content creators are actually journalists even though articles are a big piece of our assets. The reason we set it up this way is because at this point in the maturity cycle it is all about understanding the audience. And the best way to understand the audience is through behavior, and through their natural behavior as they engage with the content, as they “like”, as they comment, as they share. And that behavior is what drives our content strategy. So as a content strategist you have to be more statistical, more mathematical, you are understanding that behavior through the numbers of the audience. That is a change from 10 years ago. The time response from social media is very quick. This is an important concept I want to share with you. What social media has brought to us at FamilyShare is that within 20 seconds, sometimes even less than that, I know if a piece of content works or doesn’t work. I know if a piece of content is going to become viral or not within a minute, and if it doesn’t go viral I know what content doesn’t work, and if it goes viral I know what pieces of content do work. Now I can create a whole table based on the behavioral feedback of the audience and that provides feedback and trains my contributors, and I can make a normal contributor become a super writer, a super author, that can create viral content constantly.” Learn more about your ad choices. Visit megaphone.fm/adchoices

Edwin Choi is a fanatical A/B tester, lover of analytics data and digital marketing enthusiast. He is passionate about digital marketing, online media and bridging the gap between psychology retail.Edwin is currently the VP of Marketing at Mobovida and CellularOutfitter.com, a leading online retailer and vertically integrated “fast fashion” mobile accessory brand. Mobovida is a direct-to-consumer mobile accessory brand embodying the progressive 24/7 lifestyle of our digital generation. Achieved 500% growth in 4 years Built one of the country’s leading, award winning digital marketing teams from scratch Established a heavily data-oriented, testing based culture Built and/or led the business intelligence, purchasing and merchandising teams In this podcast, Edwin chats with The Pedowitz Group CEO, Jeff Pedowitz, about what it takes to foster a “testing” culture and how to build a successful marketing team. Learn more about your ad choices. Visit megaphone.fm/adchoices

Recently we asked Mike Volpe, former CMO for HubSpot, about what skills and attributes he looked for in hiring modern marketers as he helped grow the firm from 5 people to over 900 people. He shared that in the beginning they hired generalists, people with a broad base of skills. But as HubSpot started to scale they started to look for specialists, people with a deep level of expertise in a specific area.They also looked for what he called “T shaped people”.These are people with a deep level of expertise in one area, but also a broad understanding of marketing. For example, in hiring a pure content person, or a PR person, they looked for those people to be well versed in what a funnel looks like, and how the various stages of the funnel relate to each other.Mike Volpe is a successful entrepreneur and startup executive with expertise in marketing, business development, strategy, and lead generation for Cloud, SAAS and B2B software. Mike is currently a member of the Board of Directors of both Attend and Repsly. Previously he was CMO for HubSpot where he joined as employee #5 and grew the company to over 900 people. He also grew the company from around a dozen beta customers to over 15,000 customers in over 90 countries and $100 Million in revenue. Learn more about your ad choices. Visit megaphone.fm/adchoices

Michael is an accomplished author, key note speaker and recognized top business content and social media marketer. He is a passionate evangelist for customer centric marketing that drives real business results.In this episode, Michael examines several topics, including how the role of content is dramatically changing as it relates to driving demand and how it is forcing brands to really think about how to utilize content to effectively meet the needs of their audience as proposed to meeting the needs of their business.Michael also discusses how he encourages CMOs to address one of their biggest challenges, finding the right people who have the talent and the modern marketing skills for their marketing organizations. Part of what CMOs are struggling with are finding the folks that can do both right and left-brain thinking. The thinkers and doers, art and science, engineers that can also paint pictures. We can do creative programs and also demonstrate the measureable success of those things. Or as Mike Volpe, former CMO of Hubspot calls it, “D.A.R.C”, the digital analytical people who understand reach and conversion with content. Learn more about your ad choices. Visit megaphone.fm/adchoices

Since 2007 the Content Marketing Institute has become the leading resource for what is now considered the content marketing industry. Joe Pulizzi, Founder and CEO of CMI, is the industry’s top evangelist, traveling the globe educating brands and marketers on how to become a content first organization.In 2011 CMI launched its flagship conference, Content Marketing World, and in just 6 years has grown attendance from just over 600 to more than 3600 marketers from 50 countries. Earlier this year, Content Marketing Institute was purchased by UBM, one of the world’s largest B2B event organizers.In this episode of CMO Insights, Jeff Pedowitz, CEO of The Pedowitz Group, talks with Joe about the current state of content and how organizations can improve this area of marketing to drive more business. Watch to learn Joe’s take on: The role of content as it relates to demand generation and what’s required to allow content to be successful Developing a smarter strategy to create more effective content and why less can definitely be more with content development What skills your marketing department needs to consider to go beyond marketing and become a media outlet for your audience Technology and what really needs to happen before you purchase another piece of software for your marketing team Keeping measurement of content focused on four key areas to move your business and your bottom line forward Learn more about your ad choices. Visit megaphone.fm/adchoices

Steve Farnsworth, CMO at The Steveology Group, shared his thoughts on the changing role of marketers in a recent video interview with Jeff Pedowitz. Jeff asked if marketing executives were changing how they organized their teams around content. Steve replied: “Not yet, unfortunately, not as much as I think will happen. When you look at small organizations doing content, while they have the flexibility and agility to do it, they don’t tend to have the skill sets, maturity or the bandwidth to pull it all together. In the big organizations they tend to fall into this thing where they have experts; they hired experts in their fields. And so the PR person tends to focus on the PR stuff, and the social media person focuses on the social media stuff and so on. Even the editor who does a lot of the content isn’t tying what they do, based on the analytics, into the revenue goals. So its not quite coming together yet and I think its a challenge. You are going to see more flat organizations, and organizations that are less siloed because everybody is being judged on the same outcome and being forced to work more in groups. We still have a long ways to go in blending the art and science of marketing.” Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Scott Brinker discusses major trends in modern marketing and the categories that are extremely hot including content marketing, predictive analytics and attribution. Scott is head of the chief marketing technologist blog, chiefmartec.com since 2008. The website covers the intersection of marketing and technology and the effects of that intersection on marketing strategy, management and culture. As co-founder and CTO at ion interactive Scott is responsible for overall business management strategy with two co-founders, and he leads day-to-day product development and technical operations with a team of software engineers, designers and marketing technologists.Connect with Jeff on LinkedIn - https://www.linkedin.com/in/jeffpedowitz/ Learn more about The Pedowitz Group https://www.pedowitzgroup.com/ Learn more about your ad choices. Visit megaphone.fm/adchoices