017 - Extra armour to your measurement framework
1* Extra armour to your measurement framework
Self-reporting. A form of measurement that allows marketers to get a better understanding of where and how your customers have found out about you.
Simply put, it’s a signup form, with an open-ended field asking, “Where have you heard about us”.
This is not new, or revolutionary.
But how you use, apply and think about it could be.
This is a simple outline of what self-reporting is and isn’t, from Silvia Valencia.
How would I use it?
Cross reference CRM data to self-reporting data to better understand discrepancies between source attribution
Learn what channels / content is really driving our customers to get in touch (then do more of that thing)
Use it as another touch point with my platform data, attribution software, my qualitative feedback and customer feedback. I’d use all of this to inform my next marketing decisions
2* The 8 roles all-new CMOs need to play
For those with aspirations to climb the marketing leader, the New CMO is much more than a marketing leader.
Shiv Narayanan outlines the key responsibilities for the modern-day CMO.
1) Be revenue accountable and tie all activities to revenue impact
2) Be one of the key leaders on the sales side of the business to understand how to impact revenue even more
3) Be the designer of customer experiences throughout the full journey
4) Be a brand builder and category creator
5) Be a member / leader of the pricing committee
6) Be a driver of strategic growth initiatives, including involvement in product management
7) Be a corporate development officer to support M&A activities of the company
8) Be a financial steward who ensures delivery of growth and EBITDA
3* The debate continues. Lead gen vs demand gen
“MQLs are the contact information for an uninterested buyer” – Love this.
But I would change it to. “MQLs are the contact information for an uninterested buyer, right now”
Keeping your sales team busy is not your job as a marketer.
Your job is to make sales easier.
Nelson discusses the difference between lead gen vs demand gen and outlines its sales developments vs marketing, and how more and more businesses are becoming marketing-led, and shifting away from being sales-led organisations.
4* Creative Investment ✔️ Marketing Investment ✔️ Tech Investment ✔️ Messaging Testing ❌
I found this intro to Peep Laja’s latest newsletter.
“Imagine sales doing demos in a Zoom call where the leads have both their mic and cam off.
Zero feedback. Can't pick up on cues nor ask questions.
The only thing you see is if they buy in the end or not. You'd have no way to improve your pitch. It'd be insane. No one in their right mind would do it.
Yet it's somehow the normal and standard way of doing it when it comes to messaging. If you don't conduct message testing to improve your messaging, it's like doing sales calls while leads have their mic and cam off.”
We spend so much time devising a marketing strategy, getting internal sign-off, we spend thousands on creative and content resources, we spend hours setting up and optimising campaigns, even more time on reporting.
But yet, we don’t ringfence anytime understanding if our message is landing beyond metrics such as CTR.
Getting feedback on your messaging could be the difference between all that time invested being a fantastic use of time or potentially squandered.
Allocating time to get sufficient feedback on your copy, from your customers, will only help your campaign.
Pivoting, or pausing mid-flight in campaigns to fix or optimise “poor” performance, slows down momentum, and increases the additional time needed for that campaign.
Would factoring in extra time and resources at the start of your campaign, to get feedback from a handful of your ICP help improve your campaign?
Conversations You Should Read
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Creating vs. Capturing Demand from a buyer's perspective
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Tools & Platforms
Each week I share a tool I have used, plan to use or I find interesting.
Scale your content creation effortlessly.
Testimonial is a really cool tool for collecting video feedback.