How Can Your Business Benefit from a Fractional CMO? A Comprehensive Guide.
A Fractional Chief Marketing Officer (CMO) is a part-time, contract-based executive who provides embedded marketing leadership to a business. In this guide, we examine how your business can benefit from hiring a Fractional CMO.
5 Reasons to Hire a Strategic Marketing Consultant for Your Business
A marketing consultant acts as a strategic advisor to your business, providing value even if you already have a high-performing in-house marketing team in place.
When is the right time to consider hiring a marketing consultant, and what projects or strategic initiatives should you seek a marketing consultant's guidance on? The answers to these questions will depend on the unique circumstances of your business, but we've compiled a list of five key reasons to hire a marketing consultant to help guide your resourcing decisions.
How to Utilize Progress to Achieve Perfection in Your Marketing Strategy
How do you decide when to prioritize progress over perfection in your marketing strategy? We believe in taking well-informed action and iterating from that action instead of waiting to launch until every detail has been perfected, as long as key foundational elements are in place.
The Four Essential Elements of a Winning Marketing Strategy
When creating a marketing strategy, start with these four key elements: understand your target customer, craft your brand story, analyze the customer journey, and develop your strategic marketing plan.
You May Not Be Able to Eliminate Organizational Silos, But You Can Navigate Them
As a company grows, the organization is more likely to get broken up into silos, which can make it difficult for teams to work cross-functionally, transparently share information, and collaborate on behalf of the customer. While it takes time, it is possible to make an impact within a siloed organization by focusing on these five key aspects.
Eliminating Complexity in the Marketing Ecosystem
Marketing can be a constant exercise of doing more. Launching more channels. Onboarding more tools. Signing more partnerships. Analyzing more data. Creating more KPIs. More than ever, marketers are feeling the weight of complexity in their ecosystems. Is it time to streamline?
What is Really Going on with the CMO Role?
Earlier this year, news of Fortune 500 companies eliminating their CMO roles–including UPS, Etsy and Walgreens–dominated the headlines. A few months later, SpencerStuart published their 2024 CMO Tenure Study with a more optimistic outlook.
Artificial Intelligence in Advertising (Performance Marketing Roundup April 2024)
The rapid growth of generative AI has opened up new opportunities for brands in the areas of content creation, personalization and optimization. A few brands have recently made headlines regarding their use of AI in advertising, including Meta, Google and Dove.
The Rise of CTV and OTT Advertising and What It Means for Marketers (Performance Marketing Roundup March 2024)
OTT is expected to account for more than half of US video subscription revenues by 2025, when it will reach $72 billion. That growth is coupled with the rise of ads on streaming platforms, creating an interesting opportunity for marketers. Advertising on CTV devices and OTT platforms has particular advantages over traditional TV advertising, like advanced targeting, real-time analytics, and increased efficiency.
Marketing Transformation Lessons from the ANA/AEF Future of Marketing Leadership Conference
I recently attended the ANA/AEF Future of Marketing Leadership Conference, co-hosted by NYU. The event focused on bridging the gap between academia and the marketing industry, and provided key strategies for connecting with consumers, raising marketing's profile within the organization, and nurturing young marketing talent.
Earning Trust with Customers Starts with Internal Teams
Marketing, at its core, is the practice of earning trust with consumers. While the marketing team can develop a trust-worthy brand identity, messaging platform, and customer journey, multiple other internal stakeholders are responsible for building the end-to-end customer experience that earns and cements customer trust.
The Power of Data-Driven Brand Storytelling
The marketing and creative profession is about making a human connection with consumers, which can only be achieved through powerful brand storytelling. This aim does not minimize the importance of data, though. There’s an art to crafting powerful insights that blend science with storytelling in order to build long-term, meaningful relationships with customers.