Jul 18, 2024
In this episode of Revenue Driven CMO, host Chris Mechanic
converses with Michael Bailey, SVP of Global Marketing and CMO at
Sirva. Michael shares insights from his extensive marketing career,
discussing the importance of merging brand storytelling with
data-driven revenue strategies. The conversation covers his
experiences at companies like Fleet Core and Sirva, highlighting
successful campaigns, challenges in driving innovation, and the
significance of humanizing brand narratives. Michael also delves
into the practical aspects of utilizing ad tech and CRM data for
optimization, offering a unique perspective on balancing technology
with the human touch in marketing.
Takeaways:
Optimize to Quality, Not Just Clicks:
Ensure your marketing team is optimizing for quality interactions
and not just superficial metrics like clicks. For instance,
selectively fire conversion signals only when it's an engaged
session, not just a form fill-up.
Experiment When You’re Winning:
Use periods of success to experiment and innovate. This
counter-intuitive strategy can lead to more significant innovations
and maintaining your competitive edge.
Leverage Social Outreach for Amplification:
Utilize social media effectively to amplify other initiatives like
round table series or webinars. Recruit one-to-one for initial
engagement and then use social platforms to broadcast insights and
deepen engagement.
Integrate Powerful Storytelling with Data-Driven Strategies:
Combine a compelling company story with data-driven marketing
strategies. Your narrative can be a powerful tool to fuel your
revenue engine. Ensure your marketing resonates on a human level
while being optimized through data.
Align Brand Ethos Across All Channels:
Make sure your brand’s core values (e.g., smart, helpful, human,
responsible) are consistently reflected across various
channels—whether it's SEO, social media, or direct sales
interactions. Different channels might emphasize different aspects
but all should sync with your brand ethos.
Marry Human and Machine Elements in Customer Experience:
Enhance customer experiences by blending human interactions with
technology. For example, Serva uses both human support and
technological platforms to ensure seamless relocation services,
tailoring the approach based on individual needs.
Incentivize Risk and Innovation:
Encourage your team to take calculated risks and try new
approaches, even if the current strategy is successful. This
ongoing commitment to innovation can uncover unexpectedly
successful tactics and prevent stagnation.
Quote of the Show:
“If content is king, then the channel is queen. You have to make
sure that those two things marry.” - Michael Bailey
Links:
LinkedIn: https://www.linkedin.com/in/michaelbaileymktg/
Website: https://www.sirva.com/
Ways to Tune In:
Amazon Music:
https://music.amazon.com/podcasts/7334aa0c-702a-47aa-8c55-760fa2cf4dda/the-revenue-driven-cmo
Apple Podcast:
https://podcasts.apple.com/us/podcast/the-revenue-driven-cmo/id1444680950
Spotify:
https://open.spotify.com/show/1OCuYchAG8TlGv82YARRhy?si=60a093a194c64c17
iHeart:
https://www.iheart.com/podcast/263-the-revenue-driven-cmo-99614345/
Listen Notes:
https://www.listennotes.com/podcasts/the-revenue-driven-cmo-chris-mechanic-rdU1oESluqs/
Youtube: https://youtu.be/XQZ6yCChUQo
The Revenue-Driven CMO is sponsored by WebMechanix, the performance marketing agency that makes you smarter. Learn more at https://www.webmechanix.com/
The Revenue-Driven CMO is produced by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/