The 10 Most Influential CMOs to Watch 2022 February2022

Marketing Leadership at its Finest

Editor’s Desk

Maximum Creativity, Enhanced Productivity

Mwhereinmaximumcreativitycanbeusedto benefitproductivity.Itaimstoreimaginethe strategicfunctionstopositionthebrandsothatitcan generatedemand.Marketersdothejobofrespondingto customerneedsmeaningfullywithoutmakingthings complex.

arketingisaninbuiltaspectofanorganization

Marketingstrategiesarenolongerdevisedonanannual timeframebutneedtobecuratedasfrequentlyas3-6 monthssothatthesalesaren’taffected.Theindustryis turningdynamicwithpassingtime,whichiswhyit’sa necessityratherthananoption.Toplanandvalidateall teammembers’workatanorganizationallevel,aCMOisa focalpoint.AChiefMarketingOfficeristheheartandsoul ofthemarketingdepartment.Toensurethesmoothworking ofanorganization,acompetentCMOisessential.ACMO hasthevisionfromabusiness,workforce,and technologicalperspectivetomeetthemarketingneeds.

ACMOiscrucialtotheoverallbettermentofacompanyto competeinthefast-changingmarketingniche.Therapid technologicaladvancementhasmadeiteasyforall companiestoformulatemarketinggoalsandachievethem quickly Thishasopenedthefieldwhereallcompetitors needtogivetheirbesttoachievedesirableresults.For leadingtherace,new-ageCMOsarepushingtheirlimits andmakingtheirteamscompetenttofacedifficultiesand overcomeobstacles.

Thecompanyemployeesoftenworkonthestrategiesgiven byCMOstoreachtheirpotentialpersonallyand organizationally.Freshplansaremadetobuildand incorporatenewtacticsintothemarketingdynamics. CreativeCMOsguidehighlyanalyticalindividualstooffer

amixoftechnicalityandahumantouch.Anoptimal marketingcampaignhasthelikesofalltechnicaland creativeaspectsblendedintoasingleframework.For this,excellentmarketinsightisneededtogaugethe wantsofcustomersorclientsanddelivertherequired results.ACMOisabridgebetweentheteamprocess andtheclientexpectations,soitisacriticalroleto fulfill.

Tosteerthewheelofacompanyintothetrajectoryof growth,aknowledgeableandaccountableCMOisa sheernecessity Thisedition, “The 10 Most Influential CMOs to Watch 2022,” coversmanysuch visionaryleaderswhohavehelpedtheircompany reachheightsofsuccess.

Docheckoutthearticleswrittenbyourin-house editorialteamandCxOswrittenbyexpertsinthe field.

Turnoverforaninsightfulread.

Raunak

Raunak Mhetre

CONTENTS

Influential

10 Most CMOs to Watch, 2022

T h e

DescriptionCompanyNameFeaturedPerson

AprilCritchfield CMO

BarryRabkin CMO

Zurixx,LLC zurixx.com

IdentifiedTechnologies identifiedtech.com

CinnTan CMO PanPacificHotelsGroup panpacific.com

EricHerzog CMO

GeorgeHughes CMO

Infinidat Infinidat.com

TheStarEntertainment Group starentertainmentgroup.com.au

JoelleKaufman CMO DynamicSignal dynamicsignal.com

JenniferDeutsch CMO

PeterNeve CMO

SharonCook ChiefMarketingand PublicRelationsOfficer

ParkPlaceTechnologies parkplacetechnologies.com

Zurixx’steammembersarethoroughlyinvolvedinconstantly improvingeducationalprogramstofittheirclients’needs.

IdentifiedTechnologies'softwareandservicestakecareof everythingfromFAAcomplianceandflightplanning,to advancedanalytics.

PanPacificHotelsGroupisamemberofSingapore-listedUOL GroupLimited.

Infinidathelpscustomersdrivepetabyte-scalecompetitive advantagewhileprovidingfaster-than-all-flashperformance.

TheStarEntertainmentGroupisanASXlistedcompanythat ownsandoperatesTheStarSydney,TheStarGoldCoastand TreasuryBrisbane.

DynamicSignalistheleadingEmployeeCommunicationand EngagementPlatform.

ParkPlaceTechnologiesoptimizesdatacenterandnetworking Uptimeandperformanceworldwideviaacomprehensive portfolioofITservicesandproducts.

ACGWorld acg-world.com

MountainAmerica CreditUnion macu.com

SidraBerman

CMO

Tangoe tangoe.com

ACGistheworld’sonlyintegratedpharmamanufacturing solutionscompany.

MountainAmericaCreditUnionfirstopeneditsdoorsinthe 1930swithacommitmenttoguidingourmemberstoachieve theirfinancialdreams.

Tangoeoffersthebestorder,invoice,inventoryandexpense managementsolutiononthemarket.

C O V E R S T O R Y

Eric Herzog CMO

Eric Herzog

Marketing Leadership at its Finest

Infinidat is devoted to helping our enterprise customers compete more effectively in the era of digital transformation.

The 10 Most Influential CMOs to Watch,

The 10 Most Influential CMOs to Watch, 2022

VoyagingtowardsMarketingZeniths AprilCritchfield:

Anefficientmarketeeriswhat anorganizationneedstocater totheevidentlywidening outreachofcontemporarymarketing.A well-learnedpractitionerofmodern marketingmethodologiesknows,sees andperformsactionsthatthrottlethe analysisandderivationofaprofound marketingstrategy.

Onesuchmarketingspecialistworking inZurixx,LLCisitsCMO,April Critchfield.HoldingaBSin Communication,Organization& Speechandinitiallyanaccounting background,Aprilpossessesthe curiosityandambitiontowards marketing. “I have 10+ years of experience in accounting, I love numbers. I love reports: Creating them, analyzing them, presenting them and everything about the numbers. With Accounting, I did it all: payroll, A/R, A/P, Recon, you name it,” statesApril whilenarratingherstoryofhowshe enteredthemarketingdiscipline.

AnotherinstancethatinstigatedApril’s passionformarketingisherhistoryof stageperformances.Sheasserts, “I did a lot of big band shows in college and earned vocal scholarships to help pay for tuition. Watching a big event from back-stage and also all the parts that make it a ‘well-oiled machine’, made me want to know more about the event, from start to finish.”

AnInnovativeandCompassionate Organization

Zurixx,LLCisbasedoutofSaltLake City,Utah,andDorado,PuertoRico. Foundedin2012byJamesCarlson,the companydevelopsfinancialeducation programsandhasreceivedseveral accoladesandawardsfromInc Magazine,Fortune,SaltLakeTribune, andmanymore.Bycraftingmessaging anddevelopingmaterials,and launchingsalesprograms,Zurixx’s teammembersarethoroughlyinvolved inconstantlyimprovingeducational programstofittheirclients’needs.

Zurixxisalsoabigcontributorto communityeffortsandorganizations.It isextensivelyinvolvedinfund-raising, foodbanks,sportsevents,health awareness,etc.In2017,Zurixx steppedinasthepresentingsponsorto theHuntsmanCancerFoundationand helpedraisethousandsofdollarsfor theevent.Aprilwashonoredtokick offtheraceasthespokespersonfrom Zurixxfortheevent.

TheCommencementofSuccess

Aprilhasalwayswantedtoowna businessandtogetinvolvedina companythatwasjuststartingup. “When I had the opportunity to interview at Zurixx, I actually interviewed for the Accounting Assistant Position. My Boss, the CEO,

and I had a really good conversation about my passions which included people and numbers, so he offered me the marketing assistant’s position, right there, on the spot. My accounting experience, combined with a dormant desire for marketing created a new opportunity for me, so I jumped – all in, entire body, mind & soul – into the deep end,” statesAprilabouther momentofrealizationandher subsequentsteptowardsapromising career

DefiningRoles

AccordingtoApril,settinganexample inthelittlethingslikebeingontime, stickingupforothers,acceptingblame, praisingteammembers,encouraging ideas,andpromotingemployeestobe self-sufficientandtoseetheirvalueto theoverallcompanyshouldbe influencedbyeveryCMO.

Shealsoexplainstheinsistentissues thatCMOsfaceonaregularbasis. “CMOs rely on numbers and statistics to make decisions, so when stats change, and we have to re-think the way we’re doing things, sometimes it makes ‘making the change’very hard to implement.”

“Campaigns or ideas that may or may not work are a challenge, but just because something doesn’t work or doesn’t translate like we thought it

April Critchfield CMO Zurixx, LLC.

would, doesn’t make it a failure. Being able to see the parts of it that worked, makes every test a success,” April expresses.

OvercomingImminentChallenges

Aprildiscoveredtheabilitiesofdeterminationand discipline,whichisnotpossessedbymanypeople.Shehas beenhoningtheseskillsforalongtimeandnow,applies themtoalotofsituationsinlife,andinandoutofher workplace.

“I like to really be prepared when I go to meetings or with presentations. I love displaying the element of surprise when my CEO asks me for a report that I’ve anticipated and I can actually show it to him on the spot,”Aprilasserts.

Speakingupaboutsituationsshefeelsstronglyabout,and havingherissuesaddressed,sheemphasizes, “A lot of times, I would think that my idea has been brought up before, or it’s been suggested by someone else, but I’ve come to find out that 9 times out of 10, it hasn’t been suggested. So it has encouraged me to speak up and know that I’m heard.”

Expressingaboutherambitions,Aprilsays, “I see myself continuing to grow, and encouraging others to grow, not only in Zurixx, but in life. Understanding communication, networking, and relationship marketing has been a huge opportunity for me. Learning what I have at Zurixx, combined with all of my odd-jobs before I became a CMO has shaped me into who I am in this Industry.”

AdvisingtheAspiringGeneration

“I would definitely say that if you think someone has “been there” or “done that” you’re wrong. The marketing world is getting so creative and just because someone might have done something before you, doesn’t mean you can’t tweak it and make it better. Be prepared for multiple outcomes and be ready to roll with the punches,” isApril’sadvicetothe youngmarketingaspirants.

Shealsoelucidates, “Sometimes you just have to understand what you want to create. Do it yourself if you can, and if you can’t, allow other people to help you. Keep testing, keep learning, allow mistakes, learn from them, and keep coming back for more. Don’t be afraid to collaborate and ask for support. You never know what could come out of a new partnership.”

Keeptesting, keeplearning, allowmistakes, learnfromthem, andkeepcoming backformore.

”

” ”

The 10 Most Influential CMOs to Watch, 2022

APassionforProblemSolvingProducts BarryRabkin:

InaninterviewwithInsights Success,theCMOofIdentified Technologies,BarryRabkin sharesthekeyinsightspoweringhis transformativeresultsastheChief MarketingOfficer.Learnthe innovativemarketingstrategiesthat thisrecognizedindustryleaderhas usedtocreatecoast-to-coastdemand forhiscompany’sofferings.

Belowarehighlightsfromthe interviewconductedbetweenBarry andInsightsSuccess:

Canyoubriefusonyour background?

Ihavealwayslovedtechnology, creativity,people,andthefusionofthe three.Iamacomputerprogrammer, turnedpsychologymajor,turned breakdancingentrepreneur,turned productandmarketingstrategist.I’ve alwaysfollowedmypassions,and howeverrandommypathmayseem, everystephashelpedpreparemefor thechallengesthatfollowed.

Istarted CypherStyles outofmy collegedormroomandgrewittobe theworld’slargestonlinestreetdance store.Wereached17millionYouTube views,nearly2millioninsales,and offeredover1,000differentproducts, 60ofwhichIdeveloped,before bringingthecompanytoacquisition.

Afterdiscoveringmyloveofproduct managementandmarketing,Itook nightclassestoearnmyMBAfromthe Carnegie Mellon University – Tepper School of Business.Aftergraduating fromCMU,Imanagednewproduct developmentforHeinz’slargestbrand, Ore-Ida.There,Iledmycrossfunctionalinnovationteamincreating andimplementingthestrategicre-

brandingoftheentireportfolioandthe mostsuccessfulnewproductlaunchin adecade.

WhenIfirstmetDickZhang,the Founderof Identified Technologies,I knewnothingaboutdrones,enterprise SaaS,orthecommercialconstruction industry,butIwasblownawaybythe innovativeautonomoustechnologythe teamhaddeveloped,andthey appreciatedmyproductandmarketing experience,andravenoushungerto learnmore.

Whatarethemostcritical characteristicsthateveryCMO shouldpossess?

Tobeasuccessfulmarketeryouneed the3Cs.Youhavetobe curious, collaborative, and creative Curious, becauseinafast-evolvingindustry, yesterday’sfactistomorrow’sfiction. Youhavetoaccuratelypredictwhat willbetrueinthemonthsandyears aheadandpositionyourproductsand companyaccordingly

Collaborative,becauseanythingworth doingisworthdoingwellandanything worthdoingwellisworthdoingbig andscalingupwithateam,andalso becausecomplexproblemsrequire complexsolutions.Bycommunicating ourcentralizedvisionandgoals,our sharedperspectivescreateabetter outcomethananyonepersoncould createindividually.

Creative,becauseweliveinanageof modernmiraclesandtheinterplay betweennewtechnology,new competition,andnewcustomertrends meanthatamazingnewbreakthroughs arehappeningdaily.Ifwehavethe creativitytoask ‘What if?’ everynew inventionisanopportunitytocombine

witheverythingthathascomebefore foranearlyinfiniterangeofworld changingpossibilities.

Whatarethemostdaunting challengesforCMOstoday?

Modernmarketersareblessedand cursedwithachurningoceanofnew marketingtactics,strategies,andtools availabletousdaily Withsomany opportunitiesfordistraction,ithas neverbeenmoreessentialtofocuson timelessprinciples,andavoidgetting suckedintothechurningundercurrent ofshort-termtrends.

Insteadofanalyzingrapidlychanging newsolutions,whatcanyoulearn aboutthetimelessproblemtobe solved?Insteadofwritingaboutthe fastforgottennewsoftheday,what ‘evergreen’contentcanyoucreatethat willstillberelevantinayear,orbetter yet,inadecade?

Howdidyouarriveatyourunique approachtomarketingleadership?

Playingdrumsinbandsthroughoutmy teenswastheperfecttrainingto becomeaCMO.Whathappensifthe marketer’scustomerinsightsareoffor thedrummergoesoffbeat?Theydrive thewholegroupinthewrong direction.Whathappensifthe marketerstopsgeneratinginterestfrom newprospectsorthedrummerstops playing?Eithertheentiregroupstops, oreachmembergoesoffintheirown separatedirectionwithoutasingle drivingforcekeepingthemtogether.

Drummersandmarketersaren’t usuallyinthespotlightdoingsolos,but ifyoutakethemoutofthemix,noone elseinthegroupcandotheirjob.I’m amazedeverydaybymyco-workers’ skills,anditgivesmeimmense

satisfactiontoprovideafoundationfortheirworkandbring innewprospectsforustoserve.

Whatadvicewouldyougivetoaspiringmarketers? Strategyisdefinedbyhardchoices,prioritization,andlaser focus.Ifyouareresponsibleforscalingacompany,ask yourselfwhatfewthingshavethepotentialtorapidly10x thebusiness?Decidewhatislikelytohaveatransformative impactonyourbusiness,andgoafteritsingle-mindedly.

Thisapproachmeansthatsomelowerimpactworkwon’t getdone.Someblogpostsandsocialmediaupdateswon’t getwritten.That’sokay Thereareonlysomanyhoursin theday,andthebestwayyoucanserveyourstakeholdersis byfocusingallyourresourcesonthetoppriority opportunitiesthatcanhelpfuelthecompany’sexponential growth.

Wheredoyouseeyourselfincomingyears,andhowdo youseeyourselfcatalyzingthatprogress?

Iproudlyspecializeinbeingageneralist.AsLeonardoda Vincisaid, “Everything connects to everything else.” Ilove studyingfieldsthatmayatfirstseemunrelated.Iknowthat everynewinsightthatIgaincanbecombinedwithmy otherexperiencestocreatesomethingunique.

Iliveattheintersectionofpeople,technology,and creativity WhetherI’mleadingproductmanagementat Fortune500companiesormarketingatVCbackedstartups, youwillfindmedoingwhatIlovetodo,solvingproblems bybringinggreatpeopleandgreatproductstogether.

AbouttheCMO Barry Rabkin hasoveradecadeofstrategicandoperational successrangingfromFortune500B2Ccompaniesto venture-backedB2Bstartups.Heispassionateabout identifying,communicatingandsolvingproblems,using newtechnologiessuchasbigdataanalytics,cloud computing,machinelearning,IoT,androbotics.

oneproduct atatime.

.

CareerMetis, CMU Today, Going Deep,andthe Pittsburgh City Paper havefeaturedBarry’sworkleading developmentonover100successfulphysicalanddigital productsthathavesoldmillionsofunits

AbouttheCompany

Industrialleadersuse Identified Technologies’managed dronemappingsolutionstoimproveprojecttrackingand teamproductivity.Foundedin2013,basedoutof Pittsburgh,PA,thecompany’sintegratedhardware, software,andservicestakecareofeverythingfromFAA complianceandflightplanningtoadvancedanalytics.

Identifiedprovidesclearinsightstomakefast,accurate projectmanagementdecisionsatthepushofabutton.

Barry Rabkin CMO Identified Technologies

Most Influential CMOs

ReformingtheArtofMarketing JoelleKaufman:

Aprolificmarketingstrategy definesanorganization’s approachtowardsitsadopted business.Theorganization’soutreach totheintendedaudienceisprofoundly reliantontheproficiencyofthe marketeer’svisionanddetermination. Maintainingadequacyandefficiencyin devisingsuchastrategymustbea ChiefMarketingOfficer’sforte.

JoelleGropperKaufmanisthe recursiveingenuityofDynamic Signal’smarketingstrategiesand processesconceivedfromherroleas theCMOofthecompany.Shebegan workingintheInternetin1996whenit wasjustbeginninganddialupwasstill thedominantmodeofconsumer connection.HerdaysinProduct ManagementatFireflyNetworks,time inBraziladvisingmultipleUS companiesandworkinginproduct, businessdevelopmentandsales managementatstart-upsandlarge companiesallcombinedtogivehera broadexperienceandperspectiveto leadmarketing.

Shehasledmarketingandsales developmentfor Reactivity, Adify, BloomReach, Westfield andnow Dynamic Signal,theleaderinthe EmployeeCommunicationand Engagementcategory.Joelle’sprimary goalistocreateandoperatetheengine ofgrowthforhercompaniesusingthe mosteffectivesalesandmarketing tacticsforeachmarketandproduct.

AnEmpoweringWorkplace

Dynamic Signal istheleading EmployeeCommunicationand EngagementPlatformtrustedbyover 20%oftheFortune100andmorethan 350enterprisesworldwide.The companysolvesthechallengeof connectingwithanyorganization’s mostvaluableasset,itspeople,though modern,streamlinedandmeasurable communication.Thisplatformcan delivertargetedbroadcastsandcontent toeachemployeeonanychannelor devicetheyprefer

Dynamic Signal closestheloopwith robustanalyticsthatilluminate engagementwithcontentandthe impactit’shaving.

PerceivingSuccess

Inhersecondyearofbusinessschool atHarvard,whiletakingan EntrepreneurialMarketingclass,she wasaskedtowriteabusinessplanfora newbusiness.Joellerecognizedan opportunitytoleveragetechnologyto increasethevolumeofbookssoldby harnessingpreferencestomake personalizedrecommendations.

Thisinsighttorevitalizeaslowgrowth businessintroducedhertotheworldof start-ups,enterprisesalesand marketingandSaaSproductstrategy In1996,shesourced,closedand implementedalicenseofFirefly’s

technologywithBarnes&Noblefor theirlaunchtoincludepersonalized recommendations.Fromthatpoint forward,Joellefocusedonthe transformationalanddisruptivepower oftechnologyonbusiness.

ReconceivingIdeologies

Whilesharingherinsightsonwhat qualitiesshouldbepossessedbyan idealCMO,Joellestates, “Every CMO needs to be focused on growth opportunities and risks that are 6-12 months away, at least, while supporting the activities to drive near term sales and delight existing customers.”

“The most pressing challenge that CMOs face is continued creativity There is no strategy or tactic that works every time or is impossible to be copied. The speed of duplication has accelerated along with Moore’s Law and CMOs must stay on the edge of experimentation while remaining budget conscious,” Joelleadds.

ExemplifyingDetermination

“I value clarity, prioritization and authentic interactions,” Joelle expresses.Herabilitytoidentifyroot causes,organizeandalignpeople acrosstheorganizationbehinda strategyandthenexecuteitis prominentamongthepeoplewhohave workedwithandaroundher.Inher

The

firstleadershiproleinMarketingat Reactivity,shewasone monthintohertenurewhenmultiplebake-offreviewswere publishedinhercategory.Herappliancewonravereviews foritsinterfaceandusability,butlostdramaticallyon throughput.

Joellecreatedboth,arapidresponseandalongterm strategytofocusdiscussionandbuyingcriteriaonusability andintegrationworkingwithsales,marketing,customers, pressandanalystsatGartnerandForrester Thiswascarried outinordertoeducatethemarket,empathizewiththe applicationandsecurityarchitectsandensurethat Reactivity wasseriouslyconsideredfortheircurrentXML needs–andthat Reactivity’sarchitecturewouldallowthem toacceleratetomeetfutureenvisionedtargets. Reactivity survivedandthreeyearslaterwasacquiredbyCiscoatover x20 revenues.

BequeathingtheKeysofExcellence

“Don’t fall in love with your technology. Fall in love with solving a big problem,” isJoelle’sadvicefortheaspiring marketeers.

Sheadds, “Ideally, your problem should either impact one large industry significantly or many verticals in a meaningful way. Don’t try to create a problem to fit your technology – instead, find the problems and build scalable solutions to address.”

“Stay as focused on making your customers successful as you do on acquiring new ones. As a marketer, learn how to tell stories that resonate and build bridges between many audiences. Enterprise B2B technology is not bought by one person, it’s bought by a committee and you have to help each person on that committee in navigating the process,” Joelleexpresseswhilereminiscingaboutherpast experiencesandlessons.

ForeseeingaTriumphantTomorrow

Joelleenvisionsascendinggrowthat Dynamic Signal globally,overthenextfewyearsandcontinuingthejourney ofbuildinggreatcompaniesandcreatingacommunityof inspired,creativemarketerswhodeliver

Big. Playall-in, beextremely clearaboutgoals androlesand thenunleash peoplewith autonomyto solveproblems andget stuffdone.

Joelle Kaufman CMO Dynamic Signal

Components Digital Marketing of

DigitalMarketingismarketingdoneondigital platformssuchassearchengines,websites, emailsandmobileapps.Itisanefficiently targeted,conversionorientedandinteractivemarketing ofproductsandservicesbyoptimallyutilizingdigital platformstoacquirecustomers.Thescopeofdigital marketingisnotlimitedtoadvertising.Italsoincludes Acquiringnewcustomersandsustainingthecurrent customers.Thereasonwhydigitalmarketingisatopic ofdiscussionisthestatisticsbehindthesame:

81%ofshoppersconductonlineresearchbefore makingbigpurchases.(RetailingToday,2014)

65%ofsmartphoneusersagreethatwhenconducting asearchontheirsmartphones,theylookforthemost relevantinformationregardlessofthecompany providingtheinformation.(Google,2015)

51%ofsmartphoneusershavediscoveredanew companyorproductwhenconductingasearchon theirsmartphone.(Google,2015)

61%ofmarketerssayimprovingSEOandgrowing theirorganicpresenceistheirtopinboundmarketing priority.(HubSpot,2017)

ComponentsofDigitalmarketing

DigitalMarketingisknowntobeanumbrellaunder whichalltheaspectsofonlinemarketingactivitiesare covered.Followingarethemostcommontypesof marketingactivitiesunderdigitalmarketing:

SearchEngineOptimization(SEO)

Searchengineoptimizationisaprocessofutilizingall theavailableresourcesinordertooptimizetheoverall performanceofawebsite.ThroughSEO,acompanycan improvethequalityofthecontentonitswebsite, increasethereachability,attainhigheruserengagement, etc.Forexample,Amazongeneratingcontenttobeon topofthesearchenginesisatypeofSEO.Accordingto statistics,67%oftheclickscomefromthefirstfive listingsofasearchpage.Thisclearlystateshow importantitisforcompaniestouseSEO.

PayPerClick(PPC)

PayperClickiswhenacompanybidsforacertain keywordsandoptimizesitswebsiteaccordinglytobeon thetopofthesearchresultspage.Thecompaniespaythe searchengineseverytimesomeoneclicksonthe

websiteslink. Intheprocess,the searchengineslookat threeaspectsbeforeputtingthemon thetopofthelistintheirsearch resultspage:

Theamountofmoneythe companyisbidding

Howrelevantthekeywordiswith thewebsiteanditsproducts

Howoptimizedisthelanding pageofthewebsite

ContentMarketing ContentMarketingisaprocessof creatingrelevantcontenttoacquire

newcustomers.Thecontentmustbe valuabletothecustomersand consistentinquality.Itisakeytool forSEOandhelpsthewebsitetoget noticedonsocialplatforms.Good Contentshouldnotbepromotional buteducationalandinspirationalso thattheusercanseethewebsiteasa sourceofinformation.

MobileMarketing

Mobilemarketingrefersto advertising/sellingtheproductsand servicestopotentialorexisting customersthroughtextmessageson theirmobilephones.Thisisoneof themostdirectwaysofmarketingas

t he response timefrom customers via

smartphoneishighest.97%ofall thetextmessagesarereadwithin4 minutesofbeingsent.The companiesacquirenewcustomers everydaybyofferingthemdiscounts onitsproductsthroughtext messages.

SocialMediaMarketing

Socialmediamarketingreferstothe processofinteractingwithcustomers

MarketingAutomation

Dhiraj Jain Co-founder & CEO dotkonnekt

AbouttheAuthor

DhirajJainistheCo-founder&CEOatdotkonnekt.He isaseasonedRetail&Consumerindustryleaderwith 20+yearsofexperienceinbuildingandscaling businessesattheintersectionofstrategy,product,and technology.Hisinnatecapabilitytoleadandalways challengethestatusquointheRetail&Consumerspace ledhimtoco-founddotkonnekt,amidtheCOVID-19 pandemic,withamissiontoturbo-chargegrowthfor innovativebrandsinthisDecadeofD2C.

HavingledglobalRetailproductmanagement& businesssolutionsteamsat Infosys,Wipro,TCS,and TechMahindra,Dhirajispassionateabouttheinfinite possibilitiesattheintersectionofbusinessand technology,andthepotentmixoftheartofstorytelling &thescienceoftechnologytofuelexponentialbusiness growth.Withpay-it-forwardphilosophyatheart,Dhiraj mentorstechstartupsatNASSCOMDeeptechClub.

Expert’s Insights

heonlineeconomyisboomingasconsumer

TbehaviorcontinuestoshifttowardseCommerceata rapidpace.Consumersareempowered,connected, andareincreasinglymorewillingtoexperimentwith brandsandproductssincetheyarefacedwithevenmore choicesthaneverbefore.Thismeansthatbrandsneedto owntheirdestiniesmorethaneverbeforetoadaptto rapidlyevolvingconsumerexpectations.Asaresultofthese socialandculturalshifts,thedirect-to-consumer(D2C) channelhasbecomethecrucialsourceofrevenue,notonly forthechallengerandemergingbrandsbutformanylegacy brandstoo.

Thelasttwoyearssawyearsofdigitaltransformation happeninginmonths,acceleratingdigitalinnovationina waythatputsbrandsbackinthedriverseat.Astrongdigital commercestrategyisnotjustacriticalcomponentofa business'ssuccessanymorebutamediumforthesurvival ofthefittest.Andwithinthebroaderdigitalcommerce strategy,theownedcommerceexperiencehasbecomeever moreimportantasmorebrandslookatscalingtheirD2C channels.Modernconsumerslookforsuperiorbrand experiencesthattheycan’talwaysfindthroughreseller channelsormarketplaceslikeAmazon.Researchsaysthat 82%ofconsumersexpecttobeabletotransactwithabrand onitswebsitehowever,72%arenotfullysatisfiedwiththe currentonlineshoppingexperienceofferedbytheirfavorite brands.Inotherwords,ifconsumerscometoabrand’ssite lookingforinformation,it'snotenoughtoprovidebasic informationtothemorhidethebrandstoryinobscure placestheycanneverfind(generalpracticeisinfactto keeptheblogs,resourcessomewhereinthefooter,right?).

Theseparationbetweencontent,community,andcommerce assumesthecustomerhasasingleobjective(research, engageorbuy)whentheycometothesite.Butmorelikely, thecustomerwantstocrosstheseboundariesandresearch bothbrandandcommunity-generatedcontent,and hopefullyalsomakeapurchaseduringtheirvisittoa brand’swebsite.Whileheraldingtheimportanceof informativecontentandcreatingengagedcommunitiesmay beoldnews,thekeydifferencehereisintegration,one wherethecustomerdoesn’tneedtoswitchappsorbrowser tabstofurthertheresearchorpurchase.

Existingcommerceplatformsareincapableof deliveringthedesiredcommerceexperiencethatwinner brandsneedtoscript

Intoday’sdigitaleconomy,theD2Cchannelisthegateway totrulyconnectingwithabrand’sconsumers,andusingthat

datatoattractandgrowthatconsumerbase.Thisiswhere thebrandengageswithandrewardstheirsuper-fansand loyalists,asandboxtoincubateenrichedusercommunities, atestinggroundfornewproductlaunches.It’sahomefor channel-onlyexclusivesandaplaceforcompellingbranded contenttoconnectwithconsumersintheintervalsbetween shopping.Toachievethis,brandsneedtherighttechnology tocombinedataandcontentintoonecohesiveexperience totrulyleveragethebenefitsofanddeliverexperiencedrivencommerce.Whileformanybrandsspeedtomarket, functionality,easeofuse,andTCO(totalcostof ownership)areoftendeterminingfactors,ahighlyviable commercesolutionforbrandslookingtotaketheirD2C channelsforwarddoesn’texisttoday

Asmoredigitallynativebusinesseslaunchedwith standaloneonlinestores,they’velookedtowardplatforms likeShopify—andMagentoandWooCommerce,and Salesforce—astheirtechbackbone.Whilelaunchingon theseplatformsisfairlyeasy—brandscouldpicka template,clickafewboxes,andessentiallyhaveareadymadeonlinestore—sustainablescalinganddiversifying revenueisequallyrigidandlocked-down.Attheheartof theissueistheseplatforms’origin;theyweren’tdesignedor builtforD2Cbrandstostartwith.WhileShopifyand WooCommerceweredesignedandbuiltforSMB businesses,mom-and-popstorestorapidlygoonlinewith templatizedsites;SalesforceCommerce,andotherHybrids werebuiltforlargeenterprisesandretailerswhoneeded category-baseddiscoveryofhundredsofthousandsof products.Noneoftheseplatformsissuitableforanybrand thataspirestodeliveraverypersonalizedexperiencetothe consumers,forcingbrandstodependonperformance marketingandscalingtheirwayinorganically.

Aneasy,templatedandAppStore-drivensolutioncanjust beaneasypointofentrybutasabrandscales,acommerce platformbecomesverycentraltothegrowthstrategy.D2C brandsneedtodifferentiatebyscriptinganexperiencethat convergescustomer-centricity,communitydevelopment, andacontent-focussedapproachwiththeabilitytogain insights,respondquickly,andcreatesimilardelightatevery digitaltouchpoint.Onecan’ttellsuchanexperientialbrand storyinthetemplatizedflowsofShopifysoftheworldor thelegacy,monolithic,complex,andexpensiveplatforms builtforretailers.Moreover,performancemarketing,social mediamarketing,influencermarketingcan’tofferthekinds ofscalebrandsneedtosustaingrowth.

It'stimetoun-platformthetechwithapurpose-built solutionforD2Cbrands

Thefactisthatmostdevelopersarenotdesigners,andmost designersaren’tdevelopers.Currently,brandshavetheir blogsandcommunitiesbeingrunbydesignteamswhile developershandlethesiteoperations,disjointingthe consumerexperiencerightthere.Brandsshouldnotbe worryingabouttheintegrationsorcomplextechproblems ordisruptingthebackendsystemjusttocreateinnovative anddifferentiatedcustomerexperiences.Whatbrandsneed isapurpose-builtcommercesolutiontoactastheirtech backboneintheirgrowth.

dotkonnektisbuildinganExperientialCommerceplatform purpose-builtforD2Cbrandstoconvergecontentand communitytoorganicallygrowtheircommerce.Unlike traditionalmonolithicarchitecture,dotkonnekt’s ExperientialCommerceplatformisheadlessand composabletobrands’scaleneedsanduniquestory The flexibilityofaDIYplatform,powerofcustom-build,

combinedwithbetterlong-termaffordability,willbea successmoatforbrandstowininthishigh-stakesmarket.

To all the brands, Attractandengageconsumers,growyourD2Cchannel sustainablyandorganically,andhavecompletecontrolover theexperienceofyourcommercesiteforbothyour consumerandyouradminusers, with dotkonnekt’s Experiential Commerce Platform, purpose-built for you!

Breaking the Marketer Mold Peter Neve:

pportunitiesareasmuchapartoflifeas

Ochallenges;knowinghowtorecognizethefirst andhurdletheotherlaythegroundworkfor success.

PeterNeve,theChiefMarketingOfficer(CMO)at ACGattributeshissuccessandcareergrowthoverthe pastthreedecadestomasteringthisapproach.

ACGistheworld’sonlysupplierofend-to-end manufacturingsolutionsforpharmaceuticaland nutraceuticalmanufacturersoftabletandcapsulebased products.Itsrangeofsolutionscovereverythingfrom EmptyHardCapsules,packagingfilm,andfoiltotablet andcapsuleproductionmachines,inspectionsystems, andTrack&Tracesystems.

Acombinationofpersonalconviction,curiosity,and innovationhasenabledPetertoconsistentlydeliver stellarmarketingresultsacrossvastlydifferent industries.

Self-TaughtExpertise

Peterfoundhimselfinthestartupgamelongbeforeit becameabuzzwordinthebusinessworld.Itwasthe 1980sandhewasalsostraddlinganothernascentsector –MachineVision(MV)andIndustrialID–withImage

Industries,aU.K.enterprisehehadfoundedandwas managing.

Asisalmostinvariablythecasewithstartups,Peterhad nochoicebuttowearseveralhats,includingthatof marketer.ImageIndustrieshadtocontendwithsellinga newtechnologyasanunknownentitywithnocustomer baseandafledglingbusinessteam.

Effectivemarketingwascrucialtojumpstartrevenue generationandthetaskfelltoPeter.Hedecidedto employhigh-impact,cost-effectivemarketing.Itworked.

ImageIndustriesachievedenoughsuccesstocatchthe eyeofU.S.-basedMVcompany,CognexCorporation. Theyacquiredthestartupand,despitePeter’slackof formalmarketingtraining,gavehimamarketing positionoverseeingEuropebasedonhistrackrecordof execution.

Withhisknackforsuccessinthearena,hequicklyrose throughtheranksandwasappointedGlobalVPof Marketing.

Whenaskedwhathebelievesarethekeycharacteristics aCMOoughttopossess,Petersaysthatthesameskillis criticaltoanyroleinthemarketingfield–anabilityto trulyputyourselfinthecustomer’sposition.

The

By honestly answering the“ strategic questions of “Isit clear?”, “Isit understandable?”, “Doesitgenerate interest?”, “Doesitmakeme respond?”, and “DoIwanttobuy?”, any marketer can get incredible insight into what might work and what will not long before a plan is implemented.”

Hevaluesgutfeelingshighly,too, explaining,“If you ignore them, they will inevitably come back to haunt you.”

Peteralsotouchesonthechallenges hehasfaceddespiteembodyinghis effectivemarketingphilosophy

“Building the right team is absolutely essential,”hestresses,“and this was my first priority when I joined ACG. Without the right people to complement your strategy and

implement your vision, it is impossible to deliver on any marketing goals.”

Heworkshardtopreventtunnel visionfromsettingin.“I keep an outside-in view of the business and measure the ROI of every activity,” hereveals.

Open-MindedCollaboration

Peter’sdecentralizedapproachisnot limitedtojustmarketingproducts;he alsousesittobroadenhorizonsand bringnewthinkingtohisteam.Itis theprimereasonthatheisso enthusiasticaboutinvolvingexternal vendorswheneverhecan. Thisapproachwasonfulldisplayin therecentrebrandingofACGthat Peterandhisteamimplemented.The aimwastocoalescemultiple businessandregionalbrandsintoa

singleACGidentitythatwouldbe promotedglobally

Reputedbrandconsultingfirm, LandorAssociateswaschosento helpwiththeprocess.Theycameup withthestrapline‘Absolutely Committed’,whichPeterdoubtsthat hisinternalteamwouldhavebeen abletocreateontheirown.

Hebelievesthatitalignsperfectly withACG’sreputationforcustomer serviceandethics,andwiththe company’sthreebeliefs‘Collaborative’,‘Consistent’and ‘Unrelenting’.

UnderPeter,ACG’scommitmentto collaborationextendsbeyondthe marketingnarrative.Heoversawthe recentlaunchofamobileappfor

I keep an outside-in view of the business and measure the ROI of every activity.

” ”

” ”

Peter Neve CMO

ACG Group

internalcommunications,whichwasdesignedto fosterbetterandmoremeaningfulinteraction betweenthecompany’sstaff.

Usingdailyposts,videos,andassortedcontent,the initiativehasbeenhighlysuccessfulinkeepingtheentire organizationabreastoftheupdatedbrandingandnew identity.Itincorporatesthenewstraplineandbeliefs intomanyofthecompany’sinternaleventsand processes.

Peteremphasizesthatitwascriticaltocompletethis internalcommunicationactivitybeforetheystartedtheir externalcampaignsthatincorporatethenewbranding.It helpstoensurethateveryoneinthecompanyreinforces thebrand’svaluesduringeveryinteractionwithevery customer

SharingtheSecrets

Peterisagoodleaderandanevenbettermentor,having dedicatedalotofhiscareernotjusttomarketingbutalso tocreatingcohesivemarketingteamswhovaluetheir differencesastheyexecuteacommonvision.Heiseager tosharewhathehaslearnt,whilecontinuingonhisown journeyofpersonalgrowth.

PeterisproofofthefactthatamarketingMBAdoesnot makeyouanaturallyeffectivemarketer.“Practical experience, experimentation - without fear of failureand working within a complex organization structure are even more important than a theoretical background,”he explains.

“Making marketing effective is hard work but a lot of fun at the same time. You have to quickly acknowledge that things are not working, however great you thought the idea was,”headds.“Learn to ramp up successful programs quickly and keep ahead of the curve in terms of the marketing mix being used.”

“I love it when I see competitors playing catch up with new activities and programs we have introduced,”he smiles.

AnotherkeypieceofPeter’sadviceistoshareevery ideaandconceptwithasmanypeopleaspossible,as

manytimesaspossible.Peteracknowledgesthatthe feedbackcansometimesbehardtotake,butreiterates thateverycommenthelpsrefinethefinalexecution.

FomentingProgress

SpeakingofhisplanstokeepACGrelevant,engaged, andeffective,Petersaysthatheintendstoexploitthe B2Cmarketingtechniquesthathaveworkedsowellfor himinthepasttoB2Bmarketingprogramstoday.

BeforejoiningACGhekepthismarketingmindwhetted onconstantinteractionwithnewtechnologystart-upsin theU.K.Itcomplementsperfectlywhathelearnedinthe U.S.aboutgrowingfastandreactingtochangequickly. Thisdiverserangeofexperienceshashelpedhim developmoreformalizedprocessesandworkfasterto deliversolutions.

“Together, this varied practical knowledge, and interactions with people from a spectrum of industries in some of the most progressive international markets gives me great confidence about doing the right thing at ACG,”addsPeter

“I really enjoy working here. The fact that ACG was growing and successful - despite many underexploited opportunities that existed for us - intrigued me,”hesays. “Helping address these opportunities and making ACG even more successful is what really drives me every day.”

Overthefirst18monthsatACG,hehascreatedmanyof thekeyinfrastructurebuildingblocksneededtomake theirmarketingevenmoreeffective.Now,heislooking forwardtohavingmorefunexploitingthepromotional andrevenuegenerationopportunitiesthiswillsupport.

Peterrelishestheunmitigatedsupporthisteamandhe haveenjoyedfromthewholeorganizationforthe strategiestheyhaveimplemented.“It is very satisfying to see the team moving so quickly to achieve our targets for making ACG a recognized leader in our field.”

AnAll-RounderinModernMarketing SharonCook:

Withtheadventofsocial media,themarketing industryhastakenawhole differentshapealtogether.Marketing personnelhaveanadditionalbenefitof showcasingtheirproductsandservices ondifferentplatformstocreate awarenessamongpeople.Oneleader inthemarketingindustrywho completelycomprehendsthe importanceofitandtakesittothenext levelisSharonCook,theChief MarketingandPublicRelations OfficerforMountainAmericaCredit Union

Afteracquiringadegreefrom Westminster College,andreceivinga certificateinLeadershipand Negotiationfrom Harvard Law School, sheheldanumberofpositionsas DirectorofBrandStrategyand DirectorofMarketinginthefinance industrybeforebecomingtheChief MarketingandPublicRelationsOfficer forMountainAmericaCreditUnionin 2009.Apartfromthis,sheCo-Chairs theannualfundraisingeventsponsored byMountainAmericawhichraises moneyforPrimaryChildren’s Hospital.

InfusingCreativityandInnovation

Sharonblendsasuccessfulmixof digital,social,andtraditional marketingtacticswithinnovativeideas andmultipletechnologies.She advocatestechnology,data,AI,and strategiccommunications.Sharonhas

afascinationfornewtechnologiesand hasimplementedafull-stackat MountainAmericawhilebuildingnew cornerstonesanddigitalplatforms.

Sharonleadsnumerousdepartments includingPublicRelations,Social Media,CreativeServices,Content, Analytics,Web&Online,Channel Management,Sponsorships,and FinancialLiteracy.Addingtothis,she alsocontributestothestrategic planningoftheoverallcreditunionas adedicatedmemberofthesenior executivemanagementteam.

Sheadvisestheexecutiveteamaswell astheBoardofDirectorsonhowher multipleteamsandtheassociated technologiessupportanddrivegrowth ineveryfacetoftheorganization.The resultsofwhichareevidentinthe unprecedentedgrowthofthe organizationasitisrecognizedasone ofthefastestgrowingcompaniesinthe financialindustryforthelast8years.

SupportingtheCommunitiesthey Serve

MountainAmericaCreditUnionwas foundedin1936inthemidstofGreat

Depressionwithacommitmentto guidetheirmemberstoachievetheir financialdreams.MountainAmerica CreditUnionprovidesconsumersand businesseswithavarietyof convenient,flexibleproductsand services,aswellassound,timely advice.Thisincludeschecking,

savings,mortgages,homeequitylines ofcredit,businessaccounts, commercialloans,personalloans,auto loans,visacards,ExpressDebitcards, studentloans,smallbusinessloans, andwealthmanagement.

Membersalsoenjoyaccesstosecure, cutting-edgemobilebanking technology,over90branchesinfive states,thousandsofshared-branching locationsnationwideandmorethan 50,000surcharge-freeATMs.

Today,MountainAmerica’sessence

‘guidance’—remainsthefocalpoint ofthecompany’sidentity. It’sa purpose-drivenidentitytoensurethat everythingelseMountainAmerica CreditUniondoes,movesitsmembers safelyalongtheirjourney.Withmore than760,000membersand$7.5billion inassets,MountainAmericaCredit Unionassistsitsmembersontheright pathtoaidinidentifyingandachieving theirfinancialdreams.

VoyageofaMarketLeader

Sharon’sloveforwritinglandedheran earlycareer,workinginstrategic communicationswhereshelearnedto delivermessagesthatbuiltabrandand deliveredexponentialgrowthacross severalindustries.Theabilityto understandaudiencesledherinto marketingandherabilitytotell compellingstories,ledtobigbrand development.Sherealizedwhat

leadersask hardquestions.

questions drivegreatresults.

technologyanddatacoulddowhencombinedwithstrategic marketingknowledgeandconnectedallthedots.

Inordertoimprintthisvisionontheorganization,Sharon methodicallyintroducedchangesandtechnologiesthat producedresults,onestepatatime.Sheachievedthisby implementingsophisticatedlayersofprocessesintoprojects whilesimultaneouslygrowingtheexpertiseontheteam, creatingauniquecombinationoftalentandtechnologyover time.Sharon’scommitmenttohelpthoseinneedhasled hertoworkwithnumerousnon-profitorganizationsinboth fundraisingandservinginnumerousboardpositionswithin thecommunity

APotentialtoAchieveMilestones

Sharonalwayshadafascinationforinnovation.Sheisa recognizedindustryleaderandearlyadopterinthe marketingtechnology,analytics,andsocialmediaspace.As anearlycommunicationsprofessional,shequicklysawthe potentialofsocialmedia.Sharonwasapioneerinthecredit unionworldinunderstandingtheimportancethischannel hasfordevelopingmemberengagementandloyalty

MountainAmericaCreditUnion’ssocialmediacampaigns haveachievednationalrecognitionfromseveralsources, includingthefinancialbrand.comasanexampleof outstandingFacebookcampaigns.Sharonhasalsobeen abletomonetizethischannelthroughnewaccountsand loangrowth.Herabilitytoimplementacommunication strategy,membertargetingandcompellingoffershas deliveredworld-classresultsinshorttimeframes.

BecauseofSharon’scontribution,MountainAmerica CreditUnioncurrentlyranksnumber3globallyforCredit Unionsusingsocialmediaandhasheldthisspotforthelast severalyears.Italsoranksnumber2globallyforCredit UnionsusingFacebook.

GoldenWordsforEmergingTrailblazers

Sharonbelieves,inordertobeasuccessfulleader,onemust beintellectuallycuriousandshouldunderstandwhatmakes yousuccessfulandkeepreplicatingit. Beingawareofyour competitionandnotcopyingothers’tacticswillalwayshelp maintainoriginalityandthus,achievesuccess.Shestates, “follow your own strategies because you know what works for your business.”

Sharon Cook Chief Marketing & Public Relations Officer Mountain America Credit Union

The Significance anof Effective

Marketing Strategy Marketing Strategy

arketinghasbeentherealessenceinthe

MupliftingofanyOrganizationinthelongrun.

Whilethereareanumberofotherparameters thatfosterabusiness,marketingcertifiestobethebaseof it,upholdingtheawarenessandreachitrequires,printing itsmarkworldwide.

Forallfirms,whetheranypoorstart-uporan MNC giant, aneffectivemarketingstrategycanserveasapivotalroadmapfortheentirebusiness.Bydevelopingacoherentand wellconsideredmarketingstrategy,organizationscan promotetheirbusiness,targettherighttypesofclientand allocatetheirresourcescorrectly,allwhilesafeguardingthe reputationofthefirm.

Becauseoneparameterofamarketingplanaffectsallofthe others,synchronizingactivitiesiscriticaltoeliminate obstaclesandmaximizeprofits.Amarketingstrategylooks atalltheareasofthesalesactivitiesandhelpseachone supportthenext.

Oneofthemostimportantaspectsofanymarketing strategyrelatestorecognizinggrowthopportunities.This canbeefficientlydonebyusingthe SWOT analysis.Once anorganizationidentifiesits strength, weaknesses, opportunities and threats ofanymarketingscheme,it becomeseasiertoen-cashthoseopportunitiesand reconsiderwhatcourseoractionshouldbetakento eliminateprevalentthreats.

Theunderlyingfocusoftheorganization’smarketing strategyshouldbebasedontheconceptofdevelopingand increasingawarenessofthecompany’sbrand,andalsoon developingtrustassuranceinthatbrand.Acompany’s credibilityorserviceisitsmostimportantasset.Hence, attemptsshouldbemadetoenhanceandprotectitduring thecourseofthemarketingprocess

.

Understandinghowtocreateanintegratedmarketing strategyisthekeyhelptomakebetterindividualdecisions withrespecttospecificmarketingtactics.Inorderto achievethis,organizationsmustimplementrobustand efficientmarketingstrategiesasquicklyaspossible.Allthe keycomponentsofamarketingstrategy,ifcateredand appliedinthebestmanner,helpstodesignandmanufacture successfulbusiness.

Herearesomeofthecrucialparametersthatplayapivotal roleinsuccessfullyimplementingandnourishingeffective marketingstrategies.

GoalsandObjectives

Aswithalltheplans,goalsandobjectivesaretheoriginof anytarget-orientedorganization.Withoutapropermixof theseobjectivesaccordingtotheprevalentresources,a companyprovestobeinefficientinthelongrun.

Itcanbeginbythinkingthroughgoal-specific accomplishments,identifyingbasicmarketingobjectives,

Reforming Benchmarks

whichmayincludesomeofthefollowingaspects:

Increasedbrandrecognition

Growthinthemarketshare

MarkettoNewCustomerSegments

Digitization

Investment,BudgetandRevenue

Oncetheobjectivesforthebusinessarefullydetermined, theconceptof On-margin investments,BudgetandEnd revenuecomeintoplay.However,thereisneverenough budgettocoverallthemarketing‘wish-lists’adequately TheprocessofInvestmentisiterativeandoperates continually.Itmaybeafunctionof:

Comingupwithbudgettoshelterallthemarketing needs

Identifyingtheobjectivesthataremorecriticaland inclinedtowardsthesuccessfactorandreallocating budgetmeettop-priorityobjectivesona‘first-serve’ preference.

Searchingforinnovatingwaystostretchthemarketing budget.Forexample,contentdevelopment, low-cost crowdoutsourcingetc.

Ÿ

Constructingabigpictureviewandreviewingthekey marketingthrustareas.Othersparameterssuchasspend comparison,consumptionofutilizationchannels, websiteoptimizationetc.shouldbefetchedunder consideration.

Asfarasrevenueisconsidered,amarketingstrategyis usedtodeterminetherevenuethatthecampaignwill deliver Allofthepartsthatgointodeterminingrevenue, includingthebudgetallottedtothecampaign,productcost, sellingpriceandthelifespanoftheproduct,shouldallbe consideredwhiledevelopingthemarketingstrategy The estimated End-Revenue canbemeasuredagainsttheactual revenue,andthatinformationcanbeusedtocreatefuture marketingstrategiesthataremoresuccessful.

TargetAudienceandBuyerJourney

Trackingandanalyzingthedynamicandchangingneedsof theaudienceunderradarispivotalineffectivemarketing. Identifyingthedemographicandpsychographic characteristicsofthetargetaudienceaidstorelocalizethe radiusunderconsideration.Basedontheavailabledata,

segmentationshouldbedonetoprovidequalifiedand need-basedresources.

Abuyerpersonaisafictionalrepresentationofyourideal customerbasedonstatisticalmarketresearchandthe prevalentdataaboutyourexistingcustomers.After developingbuyerpersonas,developingtheBuyerJourney foreachsinglepersonaanditsinteractionwiththebrandis consideredtobethekeytoimplementtrustandsatisfaction amongthetargetaudiences.

MediaandMessaging

Messagingisaprocesswhichsignifiesthefirm’sintentions, andinformstheactualpurposeofyourbusinesstothe externalworld.

Basedonadetailedevaluationofhowtargetisreacting withthevariouscomponentsofthebrand,establishanapt messagingmedia,tone,sellingpropositionsandkeyterms thatarelikelytoresonatethemost.

DeterminingtheChannelMix

Ÿ

Analyzeanddecidewherethebusinesswouldgetthe most Return on Investment (ROI).Thiscanbedoneby echoingthechannelsaroundthreeroadcategories:

Traditionalmarketingchannels(TV,Radio,Newspaper, DirectMailetc.)

DigitalMarketingChannels(Website,Mobile applications,Socialplatforms,onlineadvertisements etc.)

ContentMarketing(Blogs,Newsletters,e-books,Infographicsetc.)

Competition

Thoughtheroleofcompetitionindevisinganoptimal marketingstrategyislimited,ithelpstodrawcomparisons amongidenticalproductsandgroups,providingscopefor ‘brand-improvements’.Inordertosymbolizeapowerful campaign,marketingstrategyneedstoofferadetailed descriptionofthecompetition,accordingtothesmall businessexpertsattheCenterforBusinessplanning.

Theobjectiveofthemarketingstrategyistoprovide historicalinformationonhowthecompetitionhas advertisedproductsinthepast,thetargetmarketthe competitiongoesafterandtheproductfeaturesthatthe competitionoffers.Someotherfactorsincludecompetition pricing,thecompetition’sdistributionnetworkandthesales strategies,whicharealsoapartofthecomprehensive marketingstrategy

The 10 Most Influential CMOs to Watch, 2022

SidraBerman:

AdvocatingSelf-Developmentand CreativeMarketingTechniques

InaninterviewwithInsights Success,theCMOofTangoe,

SidraBermansharesherinsights behindhertriumphantingenuityasa ChiefMarketingOfficer.Thezealous andadmiredleaderhasdriventhe ascensionoftheTechnologyExpense ManagementandEnterpriseMobility ServicesCompanywithher contemporaryandinnovative managementandmarketingexpertise.

Belowarethehighlightsofthe interviewconductedbetweenSidraand InsightsSuccess:

Explainyourbackgroundindetail andtellusyourprimegoals?

WhenIgraduatedfromcollege,Ihad noideawhatIwantedtodowiththe restofmylife.Fortunately,the companythatIhadbeeninterningwith hiredmefulltime.Basically,I“fell” intothebeginningofmycareer Within afewyears,IendedupatGE.GEhad agreattrainingprogram—thecompany reallyinvestedinpeople,theircareers, andgrowingtheirskillsets.Thatis whereImetthefirstmentorinmy career,ReidWalker,whowasa fantasticboss.

Iwouldaskhimregularlyduringour 1:1catch-upmeetings,“WhatcanIdo better?”,andhewouldalwaysgiveme feedback.Eventhoughitcanbehard

togetconstructivecriticism,whenitis welldeliveredandmeanttogrowthe person,youcan’tbebrittleaboutit.As I’vemovedupinmycareer,Itrytodo thesameforthepeoplewhoworkfor me.Iwantallofthemtobesuccessful, andtrytohelpthemwithboththehard andsoftskillsnecessarytogetto wheretheyultimatelywanttobein theircareers.

Tellusaboutthecompanyyouwork for,andtheservicesitprovides.

Tangoeistheglobaltechnology expensemanagementandenterprise mobilityservicesstandardforthe world’sgreatestbrands.Ourclients relyonTangoetoincreaseproductivity, reducecosts,anddrivepredictable results.Ourcustomersbelieve–likeus –thatpeopleworksmarterwhen technologyworksforthem.

Howdidyoudecidetopursuethe careeryouareworkingontoday? Whatwasthepivotalmomentor inspiration?

Istartedmycareerworkingonpolitical campaignsandfornon-profits.AsI maturedanddecidedjumpingfrom campaigntocampaignwasgettingold, IrealizedthatwhatIwasactually doingwasmarketing.WhileIwasn’t marketingaproduct,Ihadbeen marketingandraisingmoneyfor

candidatesandspecificissues,andwas abletocarryoverthoseskillsets.

Whatisthemostimportant characteristicthateveryCMO shouldpossess?

Therearetwoimportantcharacteristics thateveryCMOshouldpossess.First, listeningtothemarketandcustomers; thisincludesbothexternalcustomers, aswellasinternalfeedbackfromyour salesteam.Alwaysrememberthat customerspayyourpaycheck,soyou needtolistentopayattentiontowhat theywant.Second,doyourhomework andunderstandthedynamicsofthe market.Howbigisit? Whosignsthe checksthatbuyyourproducts? Who influencesandresearchesthat purchase?Knowingthemarketboth quantitativelyandqualitativelyis essential.

Whatarethemostpressing challengesthatCMOsarefacing todaytobeinnovativeandWhy?

OnekeychallengeforCMOsisthat thereissomuchnoiseinthemarket–it’shardtobeheardbythepeople you’retryingtoreach.

Sincesocialmediahasgiveneveryone aplatform,itisdifficulttogetattention aspeoplearebeinginundated.This makesitmoreimportantthaneverto gobacktothebasics:whoareyou

Sidra Berman CMO Tangoe

targetingandwhatistheirpain?Wheredotheygoto researchapurchase?Youneedtofocusyourmessage throughtherightchannelinordertogettheattentionofthe peopleyou’retryingtoreach.

Whatarethekeyvalues,whichhelpedyoutoovercome theroadblocks/challengesinyourcareerasaCMO?Tell ussomethingaboutamemorableincidentunderyour leadership.

ThekeyvalueItrytolivebyistreatingpeopleaswhatthey actuallyare—peoplewiththeirownhopes,goals,dreams, lives,andfamilies.Whenyoutreatsomeonelikea human—justasyouwouldwanttobetreated—itchanges thewayyougivefeedback,leadthedepartment,manage tasks.

AkeymemorableincidentwaswhenIfirstbecamea Directorandhadmyownteamtoleadforthefirsttime ever.Mymanageratthetime(aswellasmentor&friend), JimRogers,saidtome“Iknowyou’reambitiousand runningateamisasteptowhereyouwanttogo.Always remember,thewayyoutreatpeoplewhoworkforyou influenceshowtheyfeelaboutthemselves,howtheir interactwiththeirspouseorsignificantother,treattheir childandevenhowtheysleep.Beingamanagerisa massive,sacredresponsibility.”

Whatwouldyouadvisetothebuddingentrepreneurs andmarketingindividualsenteringintothemarket?

Earlyinyourcareer,tryasmanydifferentrolesasyoucan withinthemarketingorbusinessfunctionyou’rein.I workedincommunications,webmarketing,eventplanning, fieldmarketing,andproductmarketingthroughoutmy careerbeforebecomingaCMO.Eachroletaughtmeanew aspectofmarketingandhelpedmefigureoutwhereI wantedtofocusonwithmycareer

Wheredoyouseeyourselfincomingyears,andhowdo youseeyourselfcatalyzingthatchange?

IlovewhatIdo,andwanttoempowerandmentorothersto reachthehighestpinnacletheycanintheircareers.Itwould beanhonorifin5,10,oreven15years,therewerelotsof CMOswhousedtoworkonmyteam.