The Revenue-Driven CMO – Details, episodes & analysis

How can the team and authentic leadership in marketing drive growth and brand transformation?

In this episode of The Revenue-Driven CMO, I have the pleasure of speaking with Justin Steinman, Chief Marketing Officer at Ensora Health, a leader in healthcare marketing and brand development. Justin, with his extensive background in marketing and product development, shares invaluable insights into the power of authenticity in leadership and marketing communications.

We dive into the strategic rebranding of Therapy Brands to Ensora Health, exploring the rationale behind the transformation and the new brand strategy of integrating multiple legacy products. Justin highlights the importance of comprehensive research and a collaborative approach in crafting a new identity that resonates with both customers and internal teams.

Throughout our conversation, Justin emphasizes the importance of empowering great teams and fostering an authentic approach to marketing leadership. His insights provide actionable guidance for CMOs and marketing leaders who are looking to lead their companies through successful brand transformations and elevate their marketing efforts.

Key takeaways include:

• The role of authenticity in leadership and marketing communications.
  
  

• The strategy behind a successful rebrand and integrating multiple legacy products.
  
  

• How building and empowering strong teams can lead to marketing success.
  
  

• The importance of collaboration and research in brand development.
  
  

If you're a CMO or marketing leader in any industry, this episode is packed with actionable strategies for driving growth, brand evolution, and leadership success. Whether you're leading a rebrand, empowering your team, or looking to refine your marketing playbook, Justin's insights will help you navigate the complexities of modern marketing and lead with authenticity.

Quote of the Show:

 "If you can't explain what you're selling to your spouse or partner across the dinner table, then you're probably marketing it wrong." - Justin Steinman

Connect with Justin:

• LinkedIn: https://www.linkedin.com/in/justinsteinman/ 

• Company website: https://ensorahealth.com/ 

Ways to Tune In:

Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo 

Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    

Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  

iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  

Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ 

The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/ 

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

How can creative leadership and data-driven strategies transform marketing for business growth?

In this episode of The Revenue-Driven CMO, I sat down with Maggie Lower, Chief Marketing Officer at ABC Fitness. With a remarkable career spanning leadership roles at global brands like Bank of America, Hootsuite, and Cision, Maggie brings a wealth of experience to the table. She dives deep into the power of blending creativity with data-driven marketing, sharing her journey and insights on elevating brand strategy at ABC Fitness.

Maggie highlights the importance of product marketing, talent acquisition, and embracing AI to innovate fitness offerings. She also discusses how diversity in marketing campaigns can foster emotional connections with customers. From the evolving role of fitness in consumers' lives to the industry challenges that come with rapid change, Maggie offers actionable advice for marketers looking to stay ahead of the curve.

Key Topics Covered:

• How blending creativity with data-driven approaches drives marketing success.

• The role of AI in modern marketing and its impact on fitness brands.

• Making diverse faces visible in campaigns to foster emotional connections.

• Navigating the challenges and opportunities in the fitness industry.
  
  

Watch this video to discover how these strategies can propel your marketing efforts and foster business growth!

Whether you're a marketer, CMO, or business leader, this episode is packed with practical advice to help you take your marketing strategies to the next level. Don't forget to like, comment, and subscribe for more expert insights on revenue-driven marketing and brand success.

Quote of the Show:

"If everybody gives you a thumbs up, you probably haven't pushed yourself enough." -Maggie Lower 

Connect with Maggie:

• LinkedIn: https://www.linkedin.com/in/maggiemlower/details/experience/ 

• Company website: https://abcfitness.com/ 

Ways to Tune In:

Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo 

Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950    

Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17  

iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/  

Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/ 

The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/ 

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

#MarketingStrategy #DemandGeneration #BrandStorytelling #BusinessGrowth #DigitalMarketing #MarketingTips #BrandAwareness #LeadGeneration #ContinuousLearning #MarketingAlignment #MarketingInnovation

How can building high-performing teams transform your marketing strategies for long-term success?

In this episode of The Revenue-Driven CMO, I have the pleasure of speaking with Jonathan Dale (JD), VP of Marketing at Phenom. JD shares his extensive experience in product marketing and management, and we dive into the critical role of building and mentoring high-performing teams.

JD takes us through his career journey, from struggling as a computer science student to becoming a key leader at Fiberlink, IBM, and now Phenom. We explore how he successfully scaled marketing teams and cultivated a high-performance culture by focusing on team dynamics, environmental fit, and leadership strategies that inspire extraordinary results.

We also discuss Phenom's innovative AI-driven HR solutions, and how they're leveraging cutting-edge technology to transform human resources. JD shares actionable strategies for scaling marketing efforts through impactful events, original research, and strategic leadership.

Key takeaways include:

• The importance of building and mentoring high-performing teams for business success.

• How to foster a strong team culture and ensure the right environmental fit.

• Leadership strategies that inspire teams to achieve extraordinary results.

• Effective marketing strategies for scaling through events and original research.

If you're a marketing leader or an HR professional looking for insights on team dynamics, leadership, or AI-driven business solutions, this episode is a must-listen. Whether you're scaling teams or optimizing marketing efforts, JD's strategies will provide you with the tools to drive growth and success.

Subscribe to The Revenue-Driven CMO for more expert interviews and actionable insights on leadership, marketing, and business growth.

Quote of the Show:

 "I've been very fortunate to understand the value of amazing teams and the ability to build, mentor, coach, and deliver to those teams, like teams that can step up and absolutely run through walls, and then get up, hydrate and run through another wall and keep doing it." - Jonathan Dale

Connect with Jonathan:

• LinkedIn: https://www.linkedin.com/in/jonathanmdale/ 

• Company website: https://www.phenom.com/ 

Ways to Tune In:

Amazon Music: https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo 

Apple Podcast: https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950   

Spotify: https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17 

iHeart: https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/ 

Listen Notes: https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/

The Revenue-Driven CMO is sponsored by Level Agency. Learn more at https://www.level.agency/ 

The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/

Every marketer has heard how vital differentiation is to success, but today's guest has a different point of view and the data to back it up. Bryan Law, the Chief Marketing Officer of ZoomInfo, joins this episode to provide his marketing expertise which he has built over two decades of leading marketing teams at companies like Salesforce, Google, Tableau, and Deloitte. Bryan explains why being distinct is more important than being differentiated, why your brand's messaging should be the same across segments, and how to discover the category entry points for your brand.

Takeaways:

• For marketers, it's much more important to be distinctive than differentiated. Being distinctive means your company stands out from the noise and is noticed. Differentiation conveys how your company and services differ from a competitor's offering. 

• B2B buyers are bombarded with messaging and don't have time to compare competitors. Most buyers start with a list of one potential vendor and most buyers don't look beyond that list. To get on that list, your company needs to be distinct.

• Data from the Ehrenberg-Bass Institute shows that brands succeed better when they focus on standing out and getting noticed than when they focus on conveying why they are better than competitors.

• There are many ways for your company to be distinctive, but the most important aspect is to think about what the company needs to be known for and then deliver that consistently. For example, if your brand uses humor to stand out, your brand needs to deliver on that consistently across every interaction a prospect has with your brand.

• Examples of assets your brand should keep consistent include colors, logos, taglines, symbols, sounds, characters, etc. In addition to tone and storytelling, these small, consistent nuances help your messaging feel familiar, yet distinct, to buyers.

• Hyper-personalized messaging actually degrades the strength of your brand. The more consistent your messaging is for every segment, the stronger your brand becomes. Hone your targeting by industry and deliver consistent messaging to every type of buyer.

• Identify the category entry points for your buyers. These are the thoughts and feelings they have during buying situations. Then, attach your brand to those entry points that are associated with purchasing. For example, a prospect thinks about how to fix X, and in doing so, they simultaneously think of your brand.

• The first step to becoming more distinct is learning the thoughts, feelings, and emotions that buyers have when purchasing. Use a survey to ask them, "When you are thinking about this category, what are the thoughts, feelings, and emotions that come to mind?" 

Quote of the Show:

• "It's really about thinking about what you want to be known for, and then doing it consistently." - Bryan Law

Links:

• LinkedIn: https://www.linkedin.com/in/bryanbasdenlaw/ 

• Twitter: https://twitter.com/BryanBasdenLaw 

• Company website: https://www.zoominfo.com/ 

Shout Outs: 

• Ehrenberg-Bass Institute: https://www.marketingscience.info/ 

• Building Distinctive Brand Assets by Jenni Romaniuk

• ZoomInfo Plays: https://www.zoominfo.com/plays 

• How Brands Grow by Byron Sharp

• Don't Make Me Think by Steve Krug

• Long Walk to Freedom by Nelson Mandela

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: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/1i8Be-JDAHE 

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/

Today's guest is an amazing marketer and leader that has spent over a decade in education marketing and sales. Lia Davidson is the CMO of EAB and the creator of the CONNECTED conference. Lia shares her framework of the Marketer's Compass which can be used to evaluate individual marketers and marketing teams. 

Takeaways:

• The north and south ends of the marketer's compass are the opposite ends of thinking strategically versus tactically. The east and west axis on the compass represents the left and right brain thinking that marketing requires. 

• Great marketers are able to easily switch between long-term vision-setting and getting their hands dirty by working in the trenches and getting in the weeds of a project. Marketers need to be able to look at things from both 4 feet and 40,000 feet.

• The problems that marketers have to solve demand a mix of both analytical and creative thinking. There is a lot of math involved in certain points and lots of creative thinking in others.

• When creating and managing marketing teams, think about how the individuals within the group represent the four directions of the marketer's compass. Because each person won't excel in every aspect, it's vital to add others to balance out the team's strengths.

• The Marketer's Compass lens is most valuable for viewing senior marketing talent. Entry-level marketers should be focused on executing the one thing they're responsible for, but over time they will grow in their knowledge.

• For many companies, it's becoming harder to secure sales conversations which weakens their pipelines. This makes it more important than ever for sales and marketing to overcome customer indecision. 

• Marketing leaders need to have empathy for those working in sales and should develop deep relationships with them. This is key to maintaining sales and marketing alignment. 

Quote of the Show:

• "If you can take some risks and explore the adjacencies of the career that you want to do, you're going be better at whatever it is you're doing" - Lia Davidson

Links:

• LinkedIn: https://www.linkedin.com/in/lia-davidson-94b1552/

• Company website: https://eab.com/ 

Shout Outs:

• The JOLT Effect - by Mathew Dixon and Ted McKenna

• Winning The Challenger Sale - by Brent Adamson and Mathew Dixon

• Orbit Media - https://www.orbitmedia.com/

• 6sense - https://6sense.com/ 

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: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/UcqmLuBnJ3M 

The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/ 

Today's guest, Devang Sachdev, is the Vice President of Marketing at Snorkel AI. Devang started his career engineering hardware and managing products before transitioning and developing his expertise in strategic marketing planning, new product launches, and identifying emerging opportunities. Devang shares how he uses generative AI models to conduct market research, keep a consistent tone throughout his messaging and content, and create content that wins snippets on Google.

Takeaways:

• Generative AI models are extremely effective when used to conduct market research and understand the positioning of competitors in a certain space. Start with basic questions about who are the main companies in a niche and then refine your prompts.

• To learn about competitors, you can ask tools like Open AI's Chat GPT4 to go to a competitor's website and break down their lead, differentiation, and positioning. Ask for the competitor's shortcomings to uncover great opportunities.

• A great way to keep your messaging consistent and comprehensive enough is to perform the same test as above with your own website. This can show the impression that a new user of your website might get.

• By starting with a simple prompt, you can assess the quality of the AI model's output to indicate whether it understands your industry or niche well enough. This builds the amount of trust and confidence that you can have in the answers it gives.

• Open AI's new Chat GPT4 brings greater functionality than the existing Chat GPT 3 tool. The new model incorporates different structured data modalities and can handle information with spatial relationships. 

• Capture the Google snippet by asking a generative AI tool to create FAQs and answers for them based on your product page. This is a great starting point for writing an SEO-optimized article that provides value and has a good chance of ranking well. 

• If you use Chat GPT as an assistant to handle any proprietary or confidential information, it's a good idea to use it through the API. If you just use the normal version, the AI will be trained on your data and it could show up for other users.

Quote of the Show:

• "The more you start putting yourself in the mind of your prospect and start using Chat GPT as a way of inquiry, the better responses you'll start getting, and the more readily available that content will be to use in long form or even short form pages" - Devang Sachdev

Links:

• LinkedIn: https://www.linkedin.com/in/devangsachdev/ 

• Twitter: https://twitter.com/DevangSachdev 

• Company website: https://snorkel.ai/ 

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: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube:

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/ 

This special guest has spent over 25 years of international experience championing Fortune 500 brands and articulating their vision through marketing and advertising initiatives. Through her career, she has earned over 100 advertising awards from AdAge, Adweek, Brandweek, Forbes, and The New York Times among many others. Suzanne Darmory is the VP of Integrated Marketing & Creative at Jackson Hewitt Tax Service Inc. Suzanne discusses the importance of balancing a thick skin and a warm heart, how to track attribution when running omnichannel marketing, and how marketers are managing the pressure to do more with less.

Takeaways: 

• To have a long and fruitful career, marketers need to have thick skin along with a warm heart. Treating everyone with the same level of respect regardless of standing is also important, especially as marketers advance in their careers.

• For those working on creative content, it's important to resist taking criticism of your work personally. While this can be challenging, remember that decisions on creative ultimately come down to what will produce the best results.

• While some companies in "unfun" industries, like taxes, concentrate on brand awareness and spend big on Super Bowl ads, there is a great opportunity for companies to build a more human brand that resonates by using one-to-one communication.

• When using an omnichannel marketing approach, each channel will have different measurement standards. For example, TV ads are harder to track than digital ads. However, a well-developed CRM and tech stack can provide crucial attribution data.

• Managing multiple marketing mediums is complicated, but it can be much easier by getting the brand right. For larger companies, building an internal team to manage the brand rather than relying on outsourced agencies to deliver the brand.

• With marketers being asked to provide more results while using fewer resources there is a push across industries toward increasing efficiency and finding ways to cut costs. For example, using an in-house creative team can be cheaper than using an agency.

Quote of the Show:

• "One of the things that I really, truly believe in is always having a thick skin, but a warm heart." - Suzanne Darmory

Shout Outs:

• The Catcher in the Rye by J. D. Salinger

• Breakfast at Tiffany's by Truman Capote

Links:

• LinkedIn: https://www.linkedin.com/in/suzannedarmory/ 

• Twitter: https://twitter.com/SuzannedNYC 

• Jackson Hewitt Website: https://www.jacksonhewitt.com/ 

• Personal Website: http://suzannedarmory.com/ 

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: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/3NKPxHNA0gA 

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today's guest has been mastering their marketing and advertising skillset since they started their career at Proctor & Gamble, and they've kept learning ever since, even while serving as the CMO for Microsoft US. Grad Conn is the CMO of PROS and is a prolific producer of amazing B2B & B2C marketing content. In this episode, Grad shared career advice for new marketers, why knowing the history of marketing and advertising is so valuable, and how to never stop learning.

Takeaways:

• The freedom offered by start-ups and smaller firms is appealing to young marketers that are fresh out of school, it's better to start out working at a larger marketing company so you can establish a strong marketing foundation.

• Treat everything you do as a learning engagement and never let yourself stop learning. If you don't keep up with the context of each iteration, you won't be able to understand how to interface with whatever great innovation is eventually created.

• Advertisers and marketers need to study the history of their own profession so they understand the building blocks of their discipline and what advances have been made by those that came before them.

• Part of the beauty of advertising is that no one can copyright an advertising idea, which means that you can apply the same idea to your situation and update it with the correct context. To discover these ideas, start reading old advertising books and don't stop.

• With the world moving at a breakneck speed, consumers feel overwhelmed making even trivial choices harder to make. If your brand simplifies the decisions that consumers have to make, they will greatly appreciate it and reward you with their loyalty.

• While you can't watch every ad campaign ever created, if you love advertising and marketing, you'll make a point to consume more ads and do so thoughtfully.

• With where the economy is heading, businesses won't have the luxury of easily increasing their growth through mergers and acquisitions. They will have to rely more heavily on organic growth and invest more in their sales and marketing operations.

Quote of the Show:

• "As soon as you sort of stop investing in learning and being interested in the future, I think the future passes you by" - Grad Conn

Links:

• LinkedIn: https://www.linkedin.com/in/gradconn/ 

• Twitter: https://twitter.com/gradconn 

• Company website: https://pros.com/ 

• Blog: https://www.copernicanshift.com/ 

Shout Outs:

• Satya Nadella - CEO of Microsoft

• Hit Refresh by Satya Nadella

• Scientific Advertising by Claude C. Hopkins

• Ogilvy & Mather - Advertising Agency

• Bill Richardson

• Advertising Pure and Simple by Hank Seiden

• Mad Women by Jane Maas

• A Big Life (in Advertising) by Mary Wells Lawrence

• How to Advertise by Jane Maas and Ken Roman

• Ogilvy on Advertising by David Ogilvy

• Jasper.ai

• Copy.ai

• Think Bigger by Michael W. Sonnenfeldt

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: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/tU2fXeddzU0 

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today's guest is a longtime marketer that has been recognized as one of 2021's Most Outstanding Women in Business and is flipping marketing's position within organizations on its head. Esther Flammer is the CMO of Wrike. Esther discusses the role of marketing, how to get a seat at the table to make strategic decisions, and why you should highlight your customers.

Takeaways:

• Marketing is not just a support function, marketing can and should be a strategic driver for any organization. Marketing should have its finger on the pulse of the market and understand how the organization needs to position itself to capture the market. 

• For marketers to earn a seat at the table and be able to make a bigger impact, they need to understand the organizational priorities and build relationships of trust to ensure that they can have the appropriate conversations if they disagree with the priorities.

• Marketers need to build their point of view based on data and their analysis of that data in order to properly evaluate strategic options. Marketers need to be able to build a business case around why their idea is good for the business.

• For product-led companies, the "land and expand" go-to-market model can be extremely successful.

• Highlight your customers' success stories. This will endear them to you even more and by putting the spotlight on their organization it will reflect well back on your company.

• Because many companies will have their own use cases and best practices, your marketing should reflect a certain level of segmentation and you need to ensure that you're producing the right content to help them get to the next level

Quote of the Show:

• "Marketing is not just a support function" - Esther Flammer

Links:

• Twitter: https://twitter.com/estherkflammer 

• LinkedIn: https://www.linkedin.com/in/estherkimflammer/ 

• Website: https://www.wrike.com/ 

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: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/5YJUt_N4X7o 

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/

Today's guest is a serial entrepreneur, B2B marketing thought leader, frequent podcaster, and U.S. Marine Corps Veteran. The Ringmaster, Casey Cheshire, is the Founder & Podcast Architect at Ringmaster Conversational Marketing, the author of Marketing Automation Unleashed, and the host of The Hard Corps Marketing Show & Creating The Greatest Show. Casey shares how B2B companies can use podcasts to listen to and learn about their customers, generate an endless source of marketing content, and create stronger relationships.

Takeaways:

• Marketers have a tendency to get overly creative with their copy, but unless they represent their ideal buyer, they're appealing to the wrong person. Instead of trying to invent the words that drive action, listen to your customers to find the right words.

• A great way to engage and listen to your customers is to invite current, past, and potential customers onto a company podcast and ask them about their successes, their challenges, and what keeps them up at night. 

• Listen back to the recorded episodes of your podcast to identify the exact terminology that your customers use when describing challenges that your solution can help them overcome. If you put in the effort to listen, the results will show in your revenue.

• Regardless of your position within a company, anyone can start a podcast. If you're hesitant about having to talk a lot, as the podcast host, that's not an issue. Hosting an interview podcast means you get to ask the questions and the guest does the talking.

• As the host of a B2B podcast, you get to build relationships with customers and prospects that can extend far beyond work and also help you build more robust customer profiles based on the qualitative data you generate on the podcast.

• Beyond gaining a better understanding of your customers and their needs, B2B podcasts can generate sales, word of mouth, and rich content for every step of your buyer journey. For example, Casey turned a year of podcasts into his book.

• Although 2 million podcasts may sound like a lot, compared to the over 200 million blogs in existence, new podcasts are still in the early adopter stage of their growth cycle.

Quote of the Show:

• "It's less about being creative and inventing, it's more about listening, hearing, and then giving it back to people." - Casey Cheshire

Links:

• LinkedIn: https://www.linkedin.com/in/caseycheshire/ 

• Twitter: https://twitter.com/CaseyChesh 

• Company website: https://ringmaster.com/ 

• Marketing Automation Unleashed: https://a.co/d/i77Csjr 

• The Hard Corps Marketing Show: https://www.hardcorpsmarketing.com/ 

• Creating The Greatest Show: https://www.creatingthegreatestshow.com/ 

Shout Outs:

• Traction by Gino Wickman

• The 21 Irrefutable Laws of Leadership by John C. Maxwell

• The Alchemist by Paulo Coelho

• Water for Elephants by Sara Gruen

• LMNT - flavored salts for water

• Dan Sullivan

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: https://www.listennotes.com/podcasts/3-minute-marketing-with-chris-mechanic-rdU1oESluqs/ 

• YouTube: https://youtu.be/0XAPalUqKZM 

Performance Marketing Insiders is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/ 

Performance Marketing is produced by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/