Dec 14, 2018
Top 10 Global CMO for companies worth over two hundred and fifty million, top 15 CMO on Twitter by Social Media Marketing Magazine, and top 50 most influential people in sales lead management - just some of the accolades that CMO Brian Kardon has earned over decades of cutting through in marketing. Now, as the CMO of Fuze, a cloud-based communications business, he is continuing to cut through by using his vast knowledge of sales and marketing metrics. On this episode of Renegade Thinkers Unite, you’ll learn how to build a seamless demand gen engine, and how to focus on the metrics the matter. Brian and Drew also discuss how you can understand your clients’ perceptions of your brand, and how AI is going to influence the way people create marketing initiatives.
Brian’s insights are ones not to be missed - you’ll walk away with a deeper understanding of marketing metrics and so much more.
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Understanding how your marketing is benefiting your business is often the top priority for both CMOs and CEOs. By using the best marketing metrics for your type of business, you can stay focused on those that matter - a avoid becoming distracted by those that don’t. Brian explains the 3 main metrics he always looks for when evaluating the success of marketing efforts:
These 3 metrics combine to give you data that’s actually worth examining. Learning what marketing metrics work best for you and your company is a process, but it is 100% worth the investment of time and energy.
Understanding the value of both micro and macro-marketing metrics will allow you close sales at both ends of your customer spectrum. Whether you’re examining data on a $1 million contract or securing a $12,000 sale, your marketing metrics are invaluable. For example, a micro-metric will allow you to see how much time a visitor is spending on certain segments of your website, while a macro-metric goes into greater depth on what types of content a specific type of client is looking at and downloading. Brian encourages other CMOs to not forget about either one when creating a roadmap for future marketing efforts.
There are 2 main questions Brian uses to help him understand his clients’ perceptions of his brand. They are:
When conducted by third-party companies, these two marketing metrics shed new light on your entire pipeline process and buying experience. For the full explanation behind these metrics, don’t miss this episode of Renegade Thinkers Unite.