Feb 22, 2022
Welcome to another episode of 3-Minute-Marketing, where we interview the world's top growth-marketing leaders and turn their insights into short, binge-worthy TED talks for your listening pleasure.
Today's guest is Ryan George, CMO at Docupace Technologies, a SaaS catering to wealth management firms. Ryan is a very interesting person who has been in the financial space for a long time, with previous stops at GuideStone Financial, 1st Global, and U.S. Global Investors.
Ryan talks about reporting in a way that executives can really understand and rally behind. So my question for him was, "Why do marketers need to report results in a non-marketing language?".
Show notes:
-
It's important for marketers to understand how other people see their business. Accounts see marketers as a cost expense, so you have to demonstrate your value.
-
Show when a lead comes in and the activity it takes to engage the lead. Show all the work that's being done to queue them up and get them in front of the right kinds of people.
-
A slide with a bunch of marketing data like CPC, keywords, and where traffic is coming from is going to get lost. They want to know what you're doing to push their brand forward and what you're doing to get in front of the right people.
-
Elevate the brand into the conversations that people are naturally going towards. Engage with influencers.
-
How many shots on goal do you have? How many times did you get engagement from somebody that you know can buy?
-
How are you doing month to month? If you're bringing in 25 leads are they the right leads that are going down the funnel?
-
Skip the fancy metrics and report on leads, sales, and pipeline opportunities. Tell people "here's what happened and here's why it matters".