The Art Of Collaboration: How CMOs Can Prioritize People, Purpose, and Processes

In my latest article on Forbes, The Art Of Collaboration: How CMOs Can Prioritize People, Purpose and Processes, I discuss how CMOs are in a unique position that enables us to draw on the talent from departments across our organizations.

Leadership collaboration

The goal of a CMO is to effectively deliver values and brand promise across the customer journey—a journey that involves many (if not all) other functions, from supply chain to client handling. To forge a sense of collaboration while still preserving efficiency, agility and hitting targets, CMOs need to represent the voice of the customer when providing input and advice to other functions.

Nurturing ecosystems and fostering partnerships is key for any CMO when dealing with change, complexity and disruptions. It's a fundamental skill we need to possess if we are to be successful in communication and change management.

You can read the article at Forbes here.

How do you execute your marketing strategy?

I have recently answered a LinkedIn advice quesiton on Marketing Strategy.

Question: How do you execute your marketing strategy?

My answer:

Setting clear and well-defined objectives is a cornerstone of any effective marketing strategy. It starts with the business brief - a well-written and documented brief that nails the objective, the offer, the target, the timing, and the budget. Some of the best brief templates today are still the original BBDO and JWT briefs from many decades ago. Once you've nailed the brief, then start your diagnosis. The fundamentals are still relevant, and the IPA in the UK have just released a new report on mastering the art of the brief. Go and grab this great resource at ipa.co.uk.

Mastering the Art of Marketing Briefs: Insights from IPA's Latest Report for Campaign Success

An AI image of a professional woman who is engaged in reading a business brief. I created this using Alicent, ChatGPT, and Midjourney.

Marketing briefs are vital in the strategic planning and execution of business and marketing campaigns. They are the foundation for aligning campaign goals, strategies, and expected outcomes among all involved parties, including business, marketing, and creative teams.

A recent report by the IPA, in partnership with BetterBriefs and contributions from top marketing leaders like Daryl Fielding, Merry Baskin, Peter Field, Wiemer Snijders, Mark Ritson, Emma Perkins, Rosie and Faris Yakob, James Hurman, and Orlando Wood, delves deeply into this topic.

This comprehensive document, released on November 14, 2023, builds upon the global study of marketing briefs conducted by BetterBriefs. It emphasizes the importance of crafting effective briefs and how they lead to the efficient use of client time and the optimal utilization of an agency's talent and energies. The report's main aim is to foster discussions around briefs and guide towards creating better ones, acting as an extension to their previously released best practice guide on the subject.

Effective marketing briefs are essential because they:

• Clarify Objectives: They set achievable goals aligning with the overall business strategy.
• Enhance Communication: Briefs ensure that all team members understand the project's objectives and constraints irrespective of their role.
• Save Time and Resources: Well-constructed briefs minimize the need for revisions and rework, leading to more efficient use of resources.
• Facilitate Creativity: Briefs must allow creative teams to focus on innovation within defined boundaries by providing clear guidelines and expectations.
• Measure Success: They establish benchmarks and criteria for evaluating the campaign's effectiveness.

Understanding and implementing the principles outlined in this report can be a game changer for businesses, marketing professionals, and creative teams aiming to enhance their campaign success.

I have worked with my teams to implement a documented approach to business, marketing, and creative briefs as I believe this is important to set ourselves up for success.

The full report is available for download at the IPA website, and I recommend you go and grab a copy to read.

Harness the power of interactive SMS for customer engagement

An AI image of a professional woman who is engaged in reading an SMS message on her smartphone. I created this using Alicent, ChatGPT, and Midjourney.

The digital age has gifted us with numerous channels for customer engagement. While many of us have capitalised on email and social media, there's an often-underestimated tool that's a credible option to bypass overflowing inboxes: Interactive SMS. Forbes Communications Council recently curated insights from 19 communication experts on how to use interactive SMS for unparalleled customer engagement.

From innovative concepts like SMS scavenger hunts to the age-old strategy of creating a sense of urgency, these experts have delved deep into the art of SMS communication. One standout tip encourages businesses to "share time-sensitive and behind-the-scenes updates, new offers, and sneak peeks via SMS." This not only fosters exclusivity but also builds anticipation among customers.

Hungry for more innovative ways to boost your customer engagement through SMS? My contribution is the ‘cherry on top’ at number 19. Dive into the full expert panel article, "19 Innovative Ways To Use Interactive SMS To Engage Customers," and unlock a trove of actionable insights.

Read the full article on Forbes

Mastering internal business conferences: A deep dive

An AI image of a meeting space that event professionals have prepared for a business event that is about to begin. I created this using Alicent, ChatGPT, and Midjourney.

Organising a seamless internal business conference is no small feat. In today's rapidly evolving business landscape, the ability to gather, inspire, and engage is more crucial than ever. But how do you curate an internal business conference that checks all logistical boxes and leaves a lasting impact?

Dive deep as we unravel insights from 11 members of the Forbes Communications Council, unveiling the challenges and, more importantly, the solutions to orchestrating a conference that truly resonates.

Why should you read "11 big challenges facing organisers of internal business conferences"?

1. Comprehensive Insights: The article isn't just a cursory look into internal business conferences. It offers in-depth insights from expert members of the prestigious Forbes Communications Council, each bringing unique perspectives and expertise.

2. Real-World Challenges: Understanding the complexities and challenges of organising an internal business conference is essential for anyone in a managerial or organisational role. This article lays out the most pressing concerns faced by professionals in the field, making it a must-read for those looking to streamline their internal events.

3. Practical solutions: Beyond identifying problems, the article provides actionable solutions and strategies. From tackling budget constraints to ensuring active engagement, readers will find many valuable tips to make their next conference successful.

4. Evolving trends: The world of business conferences is changing, especially in a post-Covid landscape. With challenges like reigniting the spark for in-person events, staying updated on the latest trends and challenges is crucial.

5. Universally applicable knowledge: Even if you're not directly involved in organising conferences, the strategies for clear communication, active engagement, and personalised messaging are essential parts that are relevant in other types of business management and communication.

Uncover expert insights as we spotlight the primary challenges and offer solutions. Ready to elevate your next conference? Join us for an enlightening exploration - the article is available on Forbes here.

How AI can drive your blog strategy to new heights

I'm thrilled to share that I've recently been featured as a contributor in a Forbes article exploring the role of Artificial Intelligence (AI) in optimizing blog performance. The article features insights from 14 experts, including myself, discussing how AI can be creatively leveraged to drive more traffic to your company blog and enrich the user experience.

My take on AI in blogging

In my contribution, I focused on how AI can help in refining content creation and blog strategy. In an ever-competitive digital landscape, creating quality content alone isn't enough. It's crucial to stay ahead of the curve by incorporating smart strategies that engage and retain your audience. Here's how AI can come to the rescue:

• Streamlined content creation: AI-powered tools can drastically reduce the time cpent on drafting and editing blog posts without compromising on quality. From grammar corrections to sentence structuring, AI can ensure your content is flawless and ready to go live.
• Trend analysis: Keeping up with what your audience wants to read is challenging. AI can analyze online trends and suggest topics that will likely resonate with your target audience.
• A/B testing: Are you unsure which headline would draw more clicks or which CTA would get more conversions? AI can conduct real-time A/B tests, helping you understand what works best for your audience.

What else did the experts say?

The article goes in-depth on a variety of AI applications like generating recommended topics and keywords, analyzing posts for improvements, gathering advanced visitor insights, and much more.

For example, Jessica Wong from Valux Digital suggests that AI-driven topic recommendations based on market trends can significantly increase regular site visits. Mike Neumeier from Arketi Group advises using AI for competitor analyses and content audits to reveal missed opportunities.

Why should you care?

If you’re a communications professional or a business owner, understanding how AI can improve your blog’s performance can be a game-changer. It’s no longer a question of if you should integrate AI into your strategy but how to do it most effectively.

Wrapping it up

AI isn't just the future; it's the present. Leveraging its potential can exponentially increase your blog traffic, engage your readers more profoundly, and offer them a more personalized experience. So, if you haven't thought about integrating AI into your blog strategy yet, now's the time!

Interested in reading the full article? Check it out here.

I'd love to hear your thoughts on this topic. Feel free to reach out to me directly. Happy blogging!

The first click matters: My take on YouTube marketing strategies

Recently I had the opportunity to contribute to a Forbes Expert Panel on strategies for marketing on YouTube. The article entitled ["20 Key Strategies For YouTube Marketing"](https://www.forbes.com/sites/forbescommunicationscouncil/2023/08/22/20-key-strategies-for-youtube-marketing/ is an expert roundup that features strategies for effectively leveraging YouTube's massive platform, which boasts over 2.7 billion logged-in monthly users.

I talked about the importance of making that first click count. Specifically, my input focused on the necessity of having impactful video titles and keyframes, as well as the need for constant monitoring and measuring of your content's performance.

Why the first click matters

In today's saturated online environment, the first impression is often the deciding factor for viewer engagement. If you can’t catch a viewer's eye with your video title and keyframe (the preview image of the video), they're likely to scroll right past your content. This is where impactful titles and eye-catching keyframes come in. Make your titles clear but compelling. Make your keyframes intriguing but relevant. You want to ignite curiosity while also assuring the viewer that the content they're about to see is worth their time.

Test, measure, and adapt

But drawing the viewer in is just the first step; maintaining their engagement is equally crucial. That’s why it’s so important to consistently monitor how your content is performing. This enables you to understand viewer behavior, assess video performance, and adapt your content strategy accordingly.

Time blocks for monitoring

When I talk about monitoring, it’s not just a one-time activity immediately after posting the video. The performance should be checked in predefined blocks of time which could be minutes, hours, or even days, based on the expected traffic and engagement patterns. This ongoing monitoring allows for real-time adjustments that can make all the difference in the world.

Wrapping up

Marketing on YouTube is a dynamic endeavor. It’s a combination of art and science, creativity and analytics. My contribution to the Forbes article reflects this duality. I highly recommend reading the full article as it not only shares my insights but also the wisdom of 19 other experts in the field.

You can read the full Forbes article here.

If you have any questions or would like to discuss YouTube marketing strategies further, feel free to reach out to me directly.

A reflection on modern marketing strategies: My contribution to Forbes' expert panel

I'm excited to share that I've been featured as one of the contributors in a Forbes Communications Council article published on August 21, 2023, titled "A Deep Dive Into The Tools And Trends Shaping Business Strategies".

The article brings together insights from 20 marketing experts, including me, exploring current marketing tools, channels, and trends that businesses should either adopt or rethink.

My take on conversion rate optimization

In the article, I discuss the importance of prioritizing Conversion Rate Optimization (CRO) in our marketing strategies. At ION, we shifted our focus from paid campaign landing pages to optimizing our consolidated company website for conversions. The move was not just a tactical one; it was deeply strategic. By investing in an ongoing testing program, we've managed to improve the conversion rate of our new website. The result? We're on track to surpass our lead generation goals for 2023.

Why conversion rate optimisation matters

Conversion rate optimization is not a new concept, but its importance has grown manifold with the increasing competition online. Brands today cannot afford to lose visitors due to poor website experience or confusing customer journeys. That's why we decided to choose a CRO platform carefully and integrate it with our overall marketing strategy.

Key takeaways from other experts

The article features a multitude of insights from other industry leaders:

Kathy Sucich of Dimensional Insight explores the merits of shifting social media resources based on engagement metrics. Cord Himelstein from HALO talks about the diminishing returns of text messaging for B2B lead generation. Alyssa Kopelman of Healthline Media shares her success in leveraging LinkedIn for enhanced audience engagement. ... and many more.

Looking ahead

It's a challenging yet exciting time to be in marketing. Strategies that were effective a few years ago may no longer hold the same impact today. Adapting to these fast-paced changes is not optional; it's a necessity.

For all the marketing professionals out there who are keen on learning about the latest trends and tools shaping the industry, do check out this insightful article. And while you're there, remember to read contribution 19.

Read the full Forbes article here

Would you like to discuss any of these strategies in detail? Feel free to connect with me. Let's shape the future of marketing together!

Unlock the full potential of your intranet: Master intranet content strategy

If you've ever wondered about the key to fostering a more collaborative, informed, and engaged workforce, look no further than your company's intranet. An intranet can serve as the central nervous system of an organization, providing a platform for internal communications, resource sharing, and community building. However, crafting an effective intranet content strategy is not a one-size-fits-all operation. The best strategies are tailored to meet the unique needs of an organization's culture and workflow.

This is why I'm thrilled to share that I've contributed to a recently published article on Forbes, titled "15 Strategic Ways To Plan Your Company’s Intranet Content," where 15 experts, including myself, have offered comprehensive tips and insights for creating a successful intranet content strategy. From focusing on user experience to leveraging analytics, these strategies will not only streamline your internal communications but also boost employee engagement and knowledge sharing across the board.

Here are some highlights from the article:

User Experience is Key: An intranet should be more than just a data repository; it should offer an exceptional user experience, serving as the virtual water cooler for sharing critical information and ensuring business alignment.

Tailor Content for Early Adopters: Your intranet's success largely depends on how quickly employees engage with it. Target early adopters who can act as champions to get others on board. Adopt Smart Systems: Implement software tools that allow various ways to interact, comment, track, and view content. This not only makes the platform more engaging but also makes it easier to manage. Multi-Step Plans Work: Consider rolling out the intranet in phases. Start with one department and learn from its experience before expanding it company-wide.

Mimic Successful External Strategies: Just as you would market to customers, use proven external communication strategies to make the intranet engaging and useful.

Mix Business and Human Interest: Balance hard business news with softer human-interest stories to keep employees engaged and coming back for more.

Leverage Data and Analytics: Regularly review analytics and feedback to refine your content strategy, ensuring it meets the evolving needs of your workforce.

If you are involved in planning or managing your company's intranet, I highly recommend checking out the full article for a deeper dive into each of these strategies. These tips will help you develop a more effective, engaging, and useful intranet that supports both your organizational goals and your employees' needs.

Click here to read the full article and take your intranet content strategy to the next level.

Remember, an intranet is only as good as the content it provides and the ease with which it can be accessed. So invest the time and resources needed to make your intranet a vital part of your organizational success.

Looking forward to hearing your thoughts!

Making the most of a viral moment

An AI image of a group of young people happily engaged on their smartphones in response to a viral event. I created this using Alicent, ChatGPT, and Midjourney.

I am thrilled to share that I've been featured in a recent Forbes article, "15 Tips To Help Brands Make The Most Of A Social Post That Goes Viral" . In my contribution I focused on the critical importance of analyzing the elements that make a social media post go viral.

The power of analytics in a viral world

Going viral is every brand's dream, but what happens after?

The immediate aftermath of a viral post can be chaotic, yet this is the exact moment where a brand can make the most impact. While celebrating the win is crucial, your social media team should be able to pivot quickly to keep the momentum going. That's where analytics come in.

By digging deep into metrics and analyzing the viral factors, brands can not only understand what tickled the audience's fancy but also use this invaluable data to inform and improve future posts.

Essentially, we're talking about capturing lightning in a bottle—knowing why something went viral allows you to replicate those elements, so you can continue to engage your audience effectively.

Keeping the momentum

Analyzing the 'why' and 'how' behind a viral post is like being handed a cheat sheet. Was it the emotional element that got people talking? The humor? The novelty? Whatever it is, knowing helps you create a formula that can be used to inform future posts. This proactive approach ensures that you can capitalize on the viral moment in a way that offers long-term benefits, instead of just a temporary spike in likes or follows.

Actionable insights for long-term gains

Being quoted alongside a panel of experts underscores the point that turning a viral moment into a long-term strategy is multi-faceted. From "striking while the iron is hot" to "engaging with the post’s audience first," there's a treasure trove of insights to glean from the article.

Check out the full article here to dive deeper into these strategies and discover what industry leaders think about leveraging virality for brand success.

Whether your brand has experienced a viral moment or not, the insights from this article are valuable for anyone looking to enhance their social media strategy. After all, being prepared is half the battle. Cheers to capturing your viral moment and making the most of it!