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What You’ll Learn

Coveo’s account-based marketing strategy allows them to reach more markets than ever before

When Mark joined the Coveo team in early 2016, he realized that not every account in Coveo’s market needed (or wanted) an in-depth sales presentation. He began to ask the question, “How do we cost-effectively reach the target audience we know we can differentiate to?” He and his team segmented out which clients needed an individualized interaction, which could be a part of a one-to-few presentation, and which could handle a one-to-many approach. By getting specific in the way they approached clients, Coveo was able to land 1 in 5 meetings and raise over $100 million last year. The full story is on this episode, and it’s one you won’t want to miss.

Delivering personalized content CAN happen at scale – here’s how Coveo is delivering on that promise

Nearly every B2B marketer understands the importance of delivering personalized content to clients; content that adds value to their purchase journey. But many are wondering if this can happen at scale, across dozens of platforms. Coveo’s team is proving that yes, it is possible! Mark tells Drew that it’s all about “Using as much information as you have access to, to make the best guess at what is going to be most statistically likely to be relevant to each individual.” Coveo’s machine-learning programs take data from website interactions, searches, clicked links, etc. and use it to create personalized content streams that can be delivered to clients when they need it most. They’re taking advantage of the world’s computing power and putting it to use.

“Making Business Personal” is much more than a tagline, it’s a way of running the entire company

Coveo not only uses the tagline “Making Business Personal,” they use it as a foundation upon which the rest of their business operates. Mark explains that “The more you can position an organization against the real goals that your target customer has, and the personal goals they are trying to solve, the more relevant you become.” The B2B market is no longer satisfied with cookie cutter sales pitches. They expect – and deserve – quality personalized content because they experience it every day as a consumer. Why should their workplace experience be any different?

Timeline

[1:00] Coveo takes personalization of content in their stride

[2:26] Mark’s Renegade Rapid Fire segment

[12:57] Coveo raised $100 million last year – here’s how they did it

[20:16] The logic behind “Making Business Personal”

[22:55] Coveo can personalize content at scale because they leverage THIS technology

[29:28] Lessons learned en route to becoming a purpose-driven company

[31:44] Walking line between helpful and harmful data usage

[36:00] Measuring what’s important to a client over a long sales cycle

Joining a company as the new chief marketing officer can be an intimidating affair. There are new team members to meet, historical strategies to digest, and an overwhelming pressure to make an impact early in your tenure. With the rest of the C-Suite reminding you of the needs to generate demand and to calculate ROI on every expenditure, it is easy to find yourself being pulled in multiple directions and forced into “ready, fire, aim” mode. Luckily, Paige O’Neill is here to help on this special episode of Renegade Thinkers Unite.

As the new CMO of Sitecore, an integrated CMS, and e-commerce solution, Paige is an expert at handling new roles in marketing departments, having been through the process on multiple occasions. Dubbing herself as the chief marketing “synthesizer,” Paige has a knack for synthesizing all the information that is thrown her way and gaining a quick understanding of the company’s goals and priorities. Having worked as a CMO for large companies as well as start-ups she continues to add to her extensive toolkit, taking away something new from each experience. Listen carefully as Paige details the critical steps every new CMO should take to ensure they too get off to a successful start.

Click here to listen and learn how to navigate your first 100 days.

Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn

Don’t be afraid to ask big questions during your first 30 days

When Paige stepped into her new role as CMO, she understood the importance of asking the right questions within the first 30 days. Recognizing the key stakeholders within the company is one of the biggest objectives you should have as a new chief marketing officer.

You also have to “become a synthesizer” of all of the information being thrown your way. Understanding the company’s current priorities, current team roles, and workflow processes are all important to understand soon after joining the company. The sooner you ask these big questions and understand the answers, the faster you’ll be able to start actually marketing and leading your team.

Here’s how to approach your new marketing team

Being hired as a new CMO means being paired with a brand new team of marketing employees. Or, you’ll be tasked with hiring your own new team. Paige outlines a few key questions that can help you navigate this complex process:

What are the strategic goals of the company?
How is the marketing team going to contribute to that growth?
What’s holding the company back from the current objectives?
What vacancies and gaps are there in the current team?

She encourages new CMOs to “be your own best case scenario” and to not let distractions get in the way of securing a great team. If you take the time to build solid relationships with your coworkers early on, the rest of your first 100 days will go much smoother.

Consider Paige’s best advice for your first 100 days as a new Chief Marketing Officer

During your first 100 days as a new CMO, Paige explains that you will have to embrace and lean into the difficult conversations. On this episode, she shares a list of things that are important to work on during the first 3 months in a new role:

Build key relationships
Learn the business
Shore up the team and prioritize hiring
Figure out the quick wins that buy you time for longer-term projects
Prioritization goal alignment
Articulate a vision
Be mindful of how you’re spending your time – don’t be afraid to say no

By keeping these areas in mind as you work in a new company, your first 100 days as a new chief marketing officer are sure to be successful.

Timeline

[0:28] Paige is here to help CMOs understand steps to take in their first 100 days
[2:54] Paige’s Renegade Rapid Fire segment
[13:33] Don’t be afraid to ask big questions in your first 30 days
[17:55] How do you ensure your observations are true?
[19:40] How long should you take to make your first sets of decisions?
[25:37] Here’s how Paige approaches a new marketing team
[34:09] This advice is key for the first 100 days in a new CMO role

Tag: data

How Coveo’s CMO is ‘Making Business Personal’ with Account-Based Marketing

What You’ll Learn

Coveo’s account-based marketing strategy allows them to reach more markets than ever before

Delivering personalized content CAN happen at scale – here’s how Coveo is delivering on that promise

“Making Business Personal” is much more than a tagline, it’s a way of running the entire company

Timeline

Connect With Mark:

Resources & People Mentioned

Connect with Drew

Advice for CMOs in Their First 100 Days

What You’ll Learn

Don’t be afraid to ask big questions during your first 30 days

Here’s how to approach your new marketing team

Consider Paige’s best advice for your first 100 days as a new Chief Marketing Officer

Timeline

Connect With Paige:

Resources & People Mentioned

Connect with Drew