Tag: Salesforce

Here’s How to Make Your Marketing Metrics Work For You

Posted on by admin

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.

Click here to listen to the full story.

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What You’ll Learn

How do you know when your marketing is working?

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:

  1. Net new pipeline contributions
  2. Total marketing-influenced leads
  3. Total number of closed bookings

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.

Handling the micro-marketing metrics is just as important as the big-picture metrics

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.

Use these 2 metrics to help understand your clients’ perception of your brand

There are 2 main questions Brian uses to help him understand his clients’ perceptions of his brand. They are:

  1. The net promoter score of the brand’s product(s)
  2. The level of customer satisfaction with the sales and marketing process

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.

Timeline

  • [0:30] Here’s why you need to be paying attention to Brian and his team at Fuze
  • [13:37] How do you know when your marketing is working?
  • [27:14] Handling micro-measurements vs. measurements that help close a sale
  • [36:19] Understanding your customer’s perceptions of your brand
  • [39:19] Use THESE metrics when presenting to the CEO and board
  • [42:43] Lifetime value, customer acquisition costs, and customer retention
  • [48:26] Using artificial intelligence in customer acquisition and marketing metrics

Connect With Brian:

Resources & People Mentioned

Connect with Drew

The Keys to Building Brand Trust and a Customer-Centric Business

Posted on by Drew Neisser

Salesforce has built a company that makes the customers a top priority, and it’s a big part of the brand’s success. Focusing on the customers means a marketing strategy centered on having an authentic voice and encouraging interactions that feel personally relevant to the consumer. On this episode of Renegade Thinkers Unite, Salesforce CMO Simon Mulcahy shares why that trust is so critical, and how companies can put customers first in their business plan.

Additionally, Simon discusses the art and science of marketing, the role artificial intelligence can play, and how GDPR and data security concerns are forcing marketers to get better.

This conversation is sure to inspire, click here to listen!

Subscribe on Apple Podcasts – Stitcher – or Podsearch

What You’ll Learn:

Don’t put a product at the center of your business model

Companies often make the mistake of placing their product at the center of their business model. Simon counters this mindset and explains that in the modern era, it’s much easier to build an amazing product, but much harder to engage the customer in a relevant, honest way. With that in mind, customer-centered thinking has to be everywhere in your business, starting with the CEO. If you keep your focus squarely on the customer, success in other areas of business will follow.

Brand trust takes years to build, but seconds to lose

One of the key points Simon emphasized is that business is all about trust. If your company prioritizes generating trust in the community you’re trying to serve, customers will keep coming back to your brand. Conversely, one major negative interaction can destroy months of rapport with a customer, so you should always be conscious of your tone and how it will be received. A voice that inspires trust in your customers will serve your marketing for years to come.

Marketing isn’t just for the marketing team

Every single touchpoint with the consumer represents the brand. That means that everything from salespeople, to direct communications, to customer service, is marketing, to an extent. Make sure that the brand identity is infused into every element of the company, and that each department is helping deliver a personalized, contextually-relevant experience.

Timeline

  • [1:20] Drew introduces his guest for this episode, Simon Mulcahy, CMO of Salesforce
  • [3:15] Simon’s Renegade Rapid Fire segment
  • [13:07] Why the customer is at the center of the Salesforce business model
  • [19:53] The most powerful lesson learned from Salesforce – it’s all about trust
  • [25:26] The importance of having a unified view of your customer
  • [31:10] Simon shares his opinion on the future of customer centric businesses
  • [36:39] How GDPR will impact customer-centric businesses
  • [41:50] Simon’s “two do’s and one don’t” for marketers

Connect With Simon

Resources & People Mentioned

Connect with Drew