Speaker: Michael Brenner, CEO @ Marketing Insider Group

2. RISE OF THE
FEARLESS CMO
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula
@BrennerMichael
How Bold Marketers Inspire The Whole Organization

5. LinkedIn
2003
Facebook
2006
iPhone
2007
Snapchat
2011

6. @BrennerMichael

7. No one cares about
“BRAND.”
73% of consumers
wouldn't care if the
brands
they used
disappeared
completely.
~ Nielsen @BrennerMichael

8. 32% employees
“engaged”
51% employees
“disengaged”
17% “actively
disengaged”
~ Gallup

9. NOT HAPPY
ONLY 10% NOT SATISFIED
WITH COO / CFO / CIO / CHRO
~ FOURNAISE GROUP

10. Chief Growth Officer:
Sales -2% / -7%
“In order to make people love
Coca-Cola we need to show
ads of people who love
drinking Coca-Cola.”
Source: AdAge
Source: giphy

11. Marketing
Has A
Marketing
Problem
@BrennerMichael

12. IF WE ASK
CEOs
THE ANSWER IS
CLEAR... @BrennerMichael

13. Marketing Must Deliver
• GROWTH
• REVENUE
• ROI

14. ROI IS THE #1 OBJECTIVE
FOR MARKETERS AND CEOS
CMO’s greatest
challenge is showing
measurable ROI.
Marketers claim
measuring marketing
effectiveness is their
greatest challenge
CEOs Expect
Marketing
To Deliver ROI

16. “I want a new logo.”
@BrennerMichael
CEO

17. “We need a new
brochure, and…”
@BrennerMichael
Sales

18. “Let’s run some ad
campaigns!”
@BrennerMichael
Marketing

19. “We need to recruit
some nice people.”
@BrennerMichael
HR

20. “Keep costs down!”
“Comply with this
new procedure!”
@BrennerMichael

21. “We need
more
content!”

22. “What’s
the
ROI?”
@BrennerMichael
CEO

23. 60-70%
of the content we
create goes completely
unused. @BrennerMichael

24. 56%
of Demand Generation
campaigns don’t produce
a single lead.
@BrennerMichael

25. We do
all this stuff
even though we know
it won’t work! @BrennerMichael

26. Behind every
bad idea
is an
executive
who asked for it.
@BrennerMichael

27. Make our boss happy
OR
Make our customers buy
@BrennerMichael

28. Make our boss happy
AND
Make our customers happy
@BrennerMichael

29. Company
Expectations
Customer
Expectations
Colleague
Expectations

30. Source: Giphy

31. Re-Think The
Role of
Marketing
@BrennerMichael

32. @BrennerMichael

34. Buyers are now completely in control.
Start Finish
BUYER90%
SALES
REP10%
B u y e r ’ s J o u r n e y
@BrennerMichael

35. BABIES
KITTENS
PUPPIES
Source: Giphy

36. Our Ads: Ignored
Our Content: Isn’t Used
Our Campaigns: No Leads
Our Buyers: Looking For Help
@BrennerMichael

37. @BrennerMichael
The Role of Marketing
Is To Engage Our Audience
Through STORIES
They Actually Want
To Read And Share

38. CharityBusiness
Instinct
@BrennerMichael
Stories
What
We
Publish
What
Customers
Want
Empathy

39. Product
Marketing
Demand / Lead
Generation
Advertising /
PR / Comms
Content Marketing
Marketing Ops (Tech + Analytics)
The Business (CEO, CFO, CRO, COO, CHRO)
The Customer
Product Sales
The Modern Marketing Organization

40. Product
Marketing
Demand / Lead
Generation
Advertising /
PR / Comms
Content Marketing
Marketing Ops (Tech + Analytics)
The Business (CEO, CFO, CRO, COO, CHRO)
The Customer
Product Sales
The Future CMO = Chief Storyteller

41. CharityBusiness
Instinct
@BrennerMichael
Stories
What
We
Publish
What
Customers
Want
Empathy

42. HOW DO YOU EXPLAIN THE
IMPORTANCE OF
EMPATHY
TO EXECUTIVES
WHO DON’T
HAVE ANY?
@BrennerMichael

43. The
SIGNIFICANT OBJECTS
Project
“Stories are such a powerful driver of
emotional value that their impact can
be measured objectively.”

44. PURCHASE PRICE: $1.49 SALE PRICE: $198

45. “The ones who are crazy
enough to think that they
can change the world are
the ones who do.”
Steve Jobs

46. 1985:
$10M
2006:
$7B

47. “We can’t tell the story
Disney wants…
The problem we are trying to
solve is about sisters, growing
up, and not being ‘Frozen’ in
the face of fear.”

48. A: The hero of your story
is YOUR TEAM!
A: The hero of their story
is YOUR CUSTOMER!!!

49. CMO, JLL
(Jones, Lang, LaSalle)

50. “We need a new
brochure, and…”
@BrennerMichael
Sales

51. “Let’s run some ad
campaigns!”
@BrennerMichael
Marketing

52. “Laser focus” on aligning
marketing to BUSINESS STRATEGY.
Vision: to more deeply engage our
PEOPLE and our CUSTOMERS.

54. Built a diverse and empowered
team of digital storytellers
• Top Companies for Executive Women
• Working Mother 100 Best Companies
• 2018 Military Friendly Employer
• 2018 50 Best Companies for Diversity

55. Jill Kouri
CM O , J LL

56. Jill Kouri
CM O , J LL

57. Company
Expectations
Customer
Expectations
Colleague
Expectations

58. @BrennerMichael
What gets in the way
of EVERYONE
focusing on
Customer Value???

59. Source: http://www.smattie.com/

60. @BrennerMichael

61. @BrennerMichael

62. Director, Content
Cleveland Clinic

63. Director, Content
Cleveland Clinic

64. CharityBusiness
Instinct
Company
Impact
What
Most
of us do
What
Customers
Want
Culture of Empathy @BrennerMichael

67. @BrennerMichael

68. www.health.clevelandclinic.org

69. 3-5 patient stories / week

73. Marketing Is
A Business
Asset
@BrennerMichael

74. CONTENT
MARKETING
PLATFORMS ARE
ASSETS YOU OWN
WITH REAL VALUE
THAT GROWS OVER
TIME.
NEED PROOF… @BrennerMichael

75. -
100,000
200,000
300,000
400,000
500,000
600,000
0
100
200
300
400
500
600
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Traffic
# Articles
Content Marketing Revenue
@BrennerMichael

76. Marketing Impact Is
Simply A By-Product
of aCULTURE
Focused on Customers!
@BrennerMichael

77. The
biggest
threat to
innovation
is
CULTURE.

78. CULTURE
Is the
NEW
MANDATE
for
Marketing @BrennerMichael

79. Customer
@BrennerMichael

80. Customer
@BrennerMichael

81. THE
BULLSEYE:
An organization that
puts the customer at
the center of
everything they do.
@BrennerMichael
Customer

82. @BrennerMichael
Customer
What’s In It
For The Customer?

83. Marketing Manager
CapGemini
Annual Goal:
1. Increase Revenue
2. Elevate our Experts

86. P h i l M i c k e l s o n
C h r i s t e l B o e l j o n
T i g e r W o o d s

87. Sponsor a Golfer?
Sponsor a Golfer!!!
Pushed back

88. @BrennerMichael
Customer
What’s In It
For The Customer?

89. @BrennerMichael
Customer
What’s In It
For Our Colleagues?

90. @BrennerMichael
Customer
What’s In It
For Our Company?

91. Ask: 0.1% sponsorship
Goal: 1. Raise Awareness
2. Elevate Experts
Measure: 1M visitors
@BrennerMichael

92. Ask: 0.1% sponsorship
Goal: 1. Raise Awareness
2. Elevate Experts
Result: 1M+ visitors
Result: $1 Million in Sales
@BrennerMichael
@BrennerMichael

93. Sponsor a Golfer?
Sponsor a Golfer!!!
Pushed back (again)

94. Results : $24 Million in Sales
@BrennerMichael
Ask: Double the budget
Measure: Double Awareness
and Sales

95. Results : $24 Million in Sales
Employee Connections +37%
@BrennerMichael
Ask: Double the budget
Measure: Double Awareness
and Sales

96. @BrennerMichael
WIIFTC?
Allows us to bridge the gap
between the expectation to
get RESULTS, to help
customers, and the requests
we get from the organization.

99. HOW DO WE
GET
EVERYONE
ON BOARD?

100. “Star on Fire” Award

101. THE
@BrennerMichael

103. @BrennerMichael

104. @BrennerMichael

105. 3% employees
30% clicks
10X more connections
employee content = 2-10x clicks

106. Help them tell
& share their stories!
@BrennerMichael

107. WE CAN’T
MAKE EMPLOYEES
CARE ABOUT
OUR COMPANY,
OUR CONTENT,
OUR CUSTOMERS
@BrennerMichael

108. What’s
In It For
THEM?
@BrennerMichael
Grow connections01
Build personal brand02
Propel your career03

109. Help them tell their stories!

110. 1-2 post / month
Reached 23 Million
60,000 clicks
1-2 post / month
22 Million
58,000 clicks
1-2 post / month
18 Million
49,000 clicks
@BrennerMichael

111. Employee shares 1x Day
- 192 profile views
- 64 new connections
- 100 Company Page views
- 32 new Company followers
Companies using LinkedIn Elevate
- 9x employee sharing
- 7x content engagement
- 3x company followers

112. 3 employees
3-6 posts / month
63 Million Impressions
167,000 clicks
@BrennerMichael

114. @BrennerMichael

116. What
Your
Company
Wants
What
Your
Customers
Want
What
You
Want

117. What
Your
Company
Wants
What
Your
Customers
Want
What
Your
Employees
Want
Engage
Activate
Growth

118. Kristen Kaighn

119. Employee Engagement Strategy
Attract
& Recruit
Welcome
& Onboard
Educate
& Enable
Inspire
& Connect
Listen
& Act
Develop
& Retain
Employee Journey Engagement Philosophy Technology Platform
head
information & content
heart
fun@work
hands
our asks of employees Est. February 21st, 2017

120. 99%
Of All Global
Employees are
MarketoLife
Members
Engaged Employees
37%
Social Sharing Amplification
Every single
employee social share
delivers a ”return” 13x
Over 150+
employees referrals
over the last 5 months
Employees
average 4 visits
per week
Highly
engaged

121. 1. Re-defines the role of marketing.
2. Enables storytelling across the entire organization.
3. Marketing is a business asset w/ real value.
4. Makes culture a priority.
5. Puts the customer at the center of everything.
6. Pushes back against bad marketing ideas.
7. Activates employees to create and share.

122. @BrennerMichael
What’s in it for our customers?
What’s in it for our colleagues?
What’s in it for our company?

124. #WIIFTC
Michael Brenner
CEO, Marketing Insider Group
Author, The Content Formula