Dec 21, 2021

Welcome to another episode of 3-Minute-Marketing, the world's most binge-worthy marketing podcast, offering the highest value per minute. We talk to some of the leading marketing minds in the world and ask them for three-minute chunks of brilliance.

Today I'm super excited to have Susan Ganeshan with us. Susan is a superstar CMO in B2B circles and is currently with Clearwater Analytics. She was previously with Granicus and has done some fractional CMO work.

My question for Susan is, "what's the antidote to treadmill marketing?".

Show notes:
1. Almost every organization that Susan sees has what she calls a "gravitational pull to events". 
2. Salespeople will often ask for one-off custom pieces and they truly believe that every client's unique. This is what Susan calls treadmill marketing. You're running really fast and producing pieces for the sales team, but you're going nowhere.
3. Susan has been able to transition many teams from what looks like a simple campaign into a series of premier campaigns. Instead of going to one event, hoping you find some leads, and not following up, you can transition that into a premier campaign.
4. In every marketing plan, there's room for premier campaigns and simple campaigns.
5. Susan starts with the sales team, asks them what's working, what challenges the customers have, and what themes they're going to march at for the next six months to a year.
6. She then partners with organizations to surround the premier campaign with a cornerstone asset, which all the other tactics are placed up against. This includes social posts, paid media, infographics, etc.
7. Pepper simple campaigns in between premier campaigns to keep the lead flow going.