Alan See is a recognized influencer in marketing, having received awards from Forbes and the American Marketing Association. He draws on his experience in sales and marketing from his father's business. See emphasizes developing trust with customers through building emotional bonds and relationships. He believes the most important trends in marketing involve creating customer relationships through content and social media to drive engagement. See stresses the importance of lifelong learning and adapting to changing technologies and customer needs.
Social Selling: Thought Provoking Insights That Go Beyond the Latest TrendsGretchen Lehman
Learn how implementing a b2b social selling strategy can help you increase your close rate by reading Unthink Solution's brand new 24-page guide, Social Selling: Thought Provoking Insights That Go Beyond the Latest Trends to Explain the How and Why of Social Selling.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Ever wondered why your social media isn't making you enough money? You're probably doing it wrong.
No worries, Bob Marsh explains 6 ways that you can utilize to guarantee a boost in sales through your social media channels!
Stephanie Sammons Interview with the Journal of Financial PlanningStephanie Sammons
I was interviewed for the October 2014 edition of the Journal of Financial Planning magazine in their "10 Questions With Noteworthy People" section on the topic of how financial advisors can "Build Digital Influence and Succeed in a Wired World". I share my thought and insights on how to re-think your client acquisition and retention strategy, creating a digital and social media marketing strategy, blogging and driving traffic to your website, LinkedIn, and digital marketing mistakes to avoid.
1) The document discusses empowering employees to represent brands on social media. It argues that companies should empower customer-facing employees to communicate with audiences in a humanizing way.
2) It recommends establishing social media policies with employee input to provide structure while allowing freedom. Training employees on core values and appropriate social sharing can make them powerful brand advocates.
3) Building healthy employer-employee relationships through mutual understanding and respect can help attract and retain talent in a competitive environment. Treating employees as investments rather than costs can create a nurturing culture with advocacy.
This document discusses using content and social media to attract top talent. It argues that traditional employer branding focused too much on self-promotion and that the modern landscape requires a new approach focused on engaging candidates through interesting, educational content. It recommends thinking like a content marketer by producing content that inspires, educates and entertains candidates rather than just promoting the company. It also emphasizes using search engine optimization and social sharing to boost content's reach. Examples from successful companies like Rackspace and RedBalloon are provided that focus on authentically representing their culture through employee-generated content.
How Hire A Social Media Agency For Your Business?Arjoon Mehra
The document provides an 8-point guide for hiring an effective social media marketing agency. It emphasizes that the agency should have expert knowledge of social media trends and platforms (point 1), a crisis management plan (point 2), understand the target audience's demographics and interests (point 3), create engaging content (point 6), measure campaign success metrics (point 7), and monitor competitors' strategies (point 8). The agency aims to help brands navigate the changing social media landscape and maximize their online presence.
Social Selling: Thought Provoking Insights That Go Beyond the Latest TrendsGretchen Lehman
Learn how implementing a b2b social selling strategy can help you increase your close rate by reading Unthink Solution's brand new 24-page guide, Social Selling: Thought Provoking Insights That Go Beyond the Latest Trends to Explain the How and Why of Social Selling.
I can already see business owners discussing how wrong of a statement this headline is. The owner is the visionary and their role is paramount to the business. Right?
I am no stranger to being the person behind driving a business. But there was once a question my mother asked me when I was studying business at College – it seemed somewhat of a simple one…
Ever wondered why your social media isn't making you enough money? You're probably doing it wrong.
No worries, Bob Marsh explains 6 ways that you can utilize to guarantee a boost in sales through your social media channels!
Stephanie Sammons Interview with the Journal of Financial PlanningStephanie Sammons
I was interviewed for the October 2014 edition of the Journal of Financial Planning magazine in their "10 Questions With Noteworthy People" section on the topic of how financial advisors can "Build Digital Influence and Succeed in a Wired World". I share my thought and insights on how to re-think your client acquisition and retention strategy, creating a digital and social media marketing strategy, blogging and driving traffic to your website, LinkedIn, and digital marketing mistakes to avoid.
1) The document discusses empowering employees to represent brands on social media. It argues that companies should empower customer-facing employees to communicate with audiences in a humanizing way.
2) It recommends establishing social media policies with employee input to provide structure while allowing freedom. Training employees on core values and appropriate social sharing can make them powerful brand advocates.
3) Building healthy employer-employee relationships through mutual understanding and respect can help attract and retain talent in a competitive environment. Treating employees as investments rather than costs can create a nurturing culture with advocacy.
This document discusses using content and social media to attract top talent. It argues that traditional employer branding focused too much on self-promotion and that the modern landscape requires a new approach focused on engaging candidates through interesting, educational content. It recommends thinking like a content marketer by producing content that inspires, educates and entertains candidates rather than just promoting the company. It also emphasizes using search engine optimization and social sharing to boost content's reach. Examples from successful companies like Rackspace and RedBalloon are provided that focus on authentically representing their culture through employee-generated content.
How Hire A Social Media Agency For Your Business?Arjoon Mehra
The document provides an 8-point guide for hiring an effective social media marketing agency. It emphasizes that the agency should have expert knowledge of social media trends and platforms (point 1), a crisis management plan (point 2), understand the target audience's demographics and interests (point 3), create engaging content (point 6), measure campaign success metrics (point 7), and monitor competitors' strategies (point 8). The agency aims to help brands navigate the changing social media landscape and maximize their online presence.
Survey results from MBA students – does sales still have a sleazy reputation or is it something to aspire to?
During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
With the intent of bringing some creative minds, who are transforming the status quo of various sectors, into limelight, Insights Success brings to you, “Top Creative Leaders Innovating in Business 2019”
Michael Brito discusses social business and the opportunities it presents. He defines social business as organizing a company's internal social media channels to better communicate, launch products, and gain insights. He emphasizes that leadership is key to driving the culture change needed for social business. Brito also outlines opportunities for social business in 2014, such as improving employee training, breaking down divisions between teams, and providing smart, targeted long-form content.
Social selling means embracing opportunities on social media to promote your personal brand and business. It has changed how customers research and purchase products and services online. Now more than ever, salespeople must utilize social media for relationship building and demonstrating their expertise, as non-traditional roles are taking on more selling responsibilities. LinkedIn is key for personal branding, connections, and sharing knowledge to position yourself or your business as the trusted advisor when others need recommendations. The document provides tips for using social media effectively and emphasizes that social selling is about building trust over time.
The document discusses the need for companies to focus on customer conversations and relationships through social media, rather than just having social media accounts. It notes that while many companies have social media presences, they are not using the tools to positively connect with customers or take customer feedback seriously. The document promotes the idea of training all employees to act as ambassadors through social media to build strong customer relationships and a people-centric company culture.
A successful cyberattack can severely damage a business by crippling operations, stealing valuable data, and devaluing a brand, which can potentially cause business failure. When the pandemic hit, most field marketers had to quickly develop new digital strategies to support remote sales. Experts agree that field marketing will play an even bigger role in the buyer's journey and require raising their digital capabilities. This guide explores how field marketing has changed and what strategies experts recommend for the future, noting that while live events will return, digital strategies will remain core.
Would you consider your brand a “good friend” or merely an
“acquaintance”? Do customers trust your brand, but don’t see you as an advisor? Do you have a story to tell, but customers don’t know it? What kind of friend do you want to be to your audience? Brand as Friend helps you understand how your brand currently resonates and provides a path forward to create an effective, motivating and differentiated brand position, along with an integrated marketing plan to activate it and well-informed creative to bring it to life.
This document discusses social SEO and cross-channel marketing. It outlines four questions for businesses to assess their social SEO readiness: 1) Are they on message? 2) Are they synchronized? 3) Are they converting existing social media leads? 4) How do individual contributors answer social requests? The document emphasizes that business has always been social and technology now enables greater engagement. It states social SEO strategy is about coordinating conversations across channels to drive awareness and conversions.
The document discusses the importance of using buyer personas in B2B content marketing. It summarizes an IBM study that found the most successful enterprises focus on relationships rather than just transactions. Effective CMOs focus on understanding individuals rather than just markets and use customer analytics to gain insights. The presentation emphasizes that B2B buying decisions are driven by livelihood rather than lifestyle. It provides an example persona named Gloria Miller and highlights the type of information that should be included when developing personas, such as status quo, goals, preferences, influencers, and competitive considerations. The document stresses that personas must be regularly updated to reflect changes.
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...CSRA, Inc.
Social business changes the cost of business relationships, so it's disrupting B2B marketing sales HR IT customer service. Here's how you can use it to your advantage
This half-day to full-day workshop taught by Alan See focuses on leveraging social media for sales results. It covers developing a social media strategy, tactics for engaging different departments, success factors for building social networks, and hands-on experience with platforms like LinkedIn and Twitter. The workshop aims to help attendees increase their social networking efficiency and effectiveness to build personal brands and generate leads. Several executives provide recommendations, praising Alan's expertise and the success their organizations achieved in leads and sales through his social media training.
This edition features The Most Influential CMOs that are at the forefront of leading us into a digital future
Read More: https://ciolook.com/the-10-most-influential-cmos-to-follow-2023-april2023/
Gaining Understanding Of Making Multilevel Marketing Successfulgetpaidtoclickads
The document provides tips for making multilevel marketing successful. It recommends emulating the techniques of successful leaders in your upline organization rather than reinventing the wheel. When attracting people to your multilevel marketing website, discuss how joining can benefit prospects and include true testimonials from colleagues about the benefits they have experienced. It also stresses the importance of visualizing your ability to succeed and having a solid reputation for the business you represent.
Gaining Understanding Of Making Multilevel Marketing SuccessfulLilly Berger
The document provides tips for making multilevel marketing successful. It recommends emulating the techniques of successful uplines, focusing on building relationships over large marketing campaigns, and discussing how joining can benefit prospects through testimonials and statistics. It also stresses the importance of having a solid company reputation, visualizing success, setting goals, and handling objections respectfully.
The key reason traditional sales training fails to deliver superior and sustainable results is management's failure to follow-up. Translation? Don’t pay for piano lessons if you don’t plan to buy a piano. That means that sales managers and sales coaches must spend productive time with their salespeople behind the windshield and in their customers’ shops, offices, and boardrooms. Think about it, the old Russian proverb of “Doveryai no proveryai” (Trust but verify) used by President Reagan during the negotiation of the 1987 INF Treaty is absolutely critical in converting an antecedent (Training) into positive and sustained behavioural changes to compete in the new sales reality. If you believe your folks will take what they have "learned" in sales training and apply it consistently on the phone and on the road, you're in for a rude awakening.
LinkedIN Guide to Social Selling Success - Tips from 33 Social Selling ExpertsChris Heffer
Social selling involves using social media to build relationships and fill your sales pipeline. It is important for salespeople to become social sellers and adapt to changing buyer behaviors. Successful social sellers listen to prospects, provide valuable education, and make warm introductions through their social connections. Relationship building on social media takes time but leads to loyal customers through influence and trust.
In contrast to a traditional marketing approach in which advertising messages are addressed to a strictly defined target audience, Engagement Marketing does something new and fundamentally different.
This document discusses four critical elements of a marketing strategy: brand promise, marketing analytics and automation, referrals, and leadership. It argues that a strong brand promise that is embraced by the entire organization is very important. It also stresses the importance of utilizing analytics of member data to better understand the most profitable members and focus marketing efforts. Developing a referral strategy that encourages existing members to refer others is also recommended. Strong leadership is needed to successfully implement all elements of the marketing strategy.
John See - Revolutionary War Veteran and PioneerAlan See
John See was captured at age 6 during the Muddy Creek Massacre in 1763. He and his family were taken captive by Shawnee Chief Cornstalk and brought to Old Town, Ohio. After 2.5 years, John was adopted by a Shawnee family and did not want to return to his biological family. However, he was eventually released with other captives due to pressure from the British. John had difficulty readjusting to white society and maintained attachments to his Shawnee family. He later served in the American Revolutionary War and received land in Indiana for his service.
John See was the 4th great-grandfather of the author. He was killed in the 1763 Muddy Creek Massacre near present-day Lewisburg, West Virginia during Pontiac's Rebellion when Shawnee warriors attacked and killed settlers. John's mother Catherine was taken captive along with other women and children. She demonstrated great courage and strength on the difficult march to Ohio, saving her younger children by knocking a warrior off a horse meant for them to ride. Upon arriving at the Shawnee village, Catherine continued to impress the warriors with her bravery and resilience.
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During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
During June and July this year, we surveyed 90 Warwick MBA students to better understand how they see sales and whether they aspire to enter the profession themselves. The results are fascinating, and offer a clear message to business schools in the UK and to sales managers more generally.
www.sellinginterations.com
With the intent of bringing some creative minds, who are transforming the status quo of various sectors, into limelight, Insights Success brings to you, “Top Creative Leaders Innovating in Business 2019”
Michael Brito discusses social business and the opportunities it presents. He defines social business as organizing a company's internal social media channels to better communicate, launch products, and gain insights. He emphasizes that leadership is key to driving the culture change needed for social business. Brito also outlines opportunities for social business in 2014, such as improving employee training, breaking down divisions between teams, and providing smart, targeted long-form content.
Social selling means embracing opportunities on social media to promote your personal brand and business. It has changed how customers research and purchase products and services online. Now more than ever, salespeople must utilize social media for relationship building and demonstrating their expertise, as non-traditional roles are taking on more selling responsibilities. LinkedIn is key for personal branding, connections, and sharing knowledge to position yourself or your business as the trusted advisor when others need recommendations. The document provides tips for using social media effectively and emphasizes that social selling is about building trust over time.
The document discusses the need for companies to focus on customer conversations and relationships through social media, rather than just having social media accounts. It notes that while many companies have social media presences, they are not using the tools to positively connect with customers or take customer feedback seriously. The document promotes the idea of training all employees to act as ambassadors through social media to build strong customer relationships and a people-centric company culture.
A successful cyberattack can severely damage a business by crippling operations, stealing valuable data, and devaluing a brand, which can potentially cause business failure. When the pandemic hit, most field marketers had to quickly develop new digital strategies to support remote sales. Experts agree that field marketing will play an even bigger role in the buyer's journey and require raising their digital capabilities. This guide explores how field marketing has changed and what strategies experts recommend for the future, noting that while live events will return, digital strategies will remain core.
Would you consider your brand a “good friend” or merely an
“acquaintance”? Do customers trust your brand, but don’t see you as an advisor? Do you have a story to tell, but customers don’t know it? What kind of friend do you want to be to your audience? Brand as Friend helps you understand how your brand currently resonates and provides a path forward to create an effective, motivating and differentiated brand position, along with an integrated marketing plan to activate it and well-informed creative to bring it to life.
This document discusses social SEO and cross-channel marketing. It outlines four questions for businesses to assess their social SEO readiness: 1) Are they on message? 2) Are they synchronized? 3) Are they converting existing social media leads? 4) How do individual contributors answer social requests? The document emphasizes that business has always been social and technology now enables greater engagement. It states social SEO strategy is about coordinating conversations across channels to drive awareness and conversions.
The document discusses the importance of using buyer personas in B2B content marketing. It summarizes an IBM study that found the most successful enterprises focus on relationships rather than just transactions. Effective CMOs focus on understanding individuals rather than just markets and use customer analytics to gain insights. The presentation emphasizes that B2B buying decisions are driven by livelihood rather than lifestyle. It provides an example persona named Gloria Miller and highlights the type of information that should be included when developing personas, such as status quo, goals, preferences, influencers, and competitive considerations. The document stresses that personas must be regularly updated to reflect changes.
How Social Business Is Changing the Game in B2B: Sales, Marketing, Human Reso...CSRA, Inc.
Social business changes the cost of business relationships, so it's disrupting B2B marketing sales HR IT customer service. Here's how you can use it to your advantage
This half-day to full-day workshop taught by Alan See focuses on leveraging social media for sales results. It covers developing a social media strategy, tactics for engaging different departments, success factors for building social networks, and hands-on experience with platforms like LinkedIn and Twitter. The workshop aims to help attendees increase their social networking efficiency and effectiveness to build personal brands and generate leads. Several executives provide recommendations, praising Alan's expertise and the success their organizations achieved in leads and sales through his social media training.
This edition features The Most Influential CMOs that are at the forefront of leading us into a digital future
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The document provides tips for making multilevel marketing successful. It recommends emulating the techniques of successful leaders in your upline organization rather than reinventing the wheel. When attracting people to your multilevel marketing website, discuss how joining can benefit prospects and include true testimonials from colleagues about the benefits they have experienced. It also stresses the importance of visualizing your ability to succeed and having a solid reputation for the business you represent.
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The document provides tips for making multilevel marketing successful. It recommends emulating the techniques of successful uplines, focusing on building relationships over large marketing campaigns, and discussing how joining can benefit prospects through testimonials and statistics. It also stresses the importance of having a solid company reputation, visualizing success, setting goals, and handling objections respectfully.
The key reason traditional sales training fails to deliver superior and sustainable results is management's failure to follow-up. Translation? Don’t pay for piano lessons if you don’t plan to buy a piano. That means that sales managers and sales coaches must spend productive time with their salespeople behind the windshield and in their customers’ shops, offices, and boardrooms. Think about it, the old Russian proverb of “Doveryai no proveryai” (Trust but verify) used by President Reagan during the negotiation of the 1987 INF Treaty is absolutely critical in converting an antecedent (Training) into positive and sustained behavioural changes to compete in the new sales reality. If you believe your folks will take what they have "learned" in sales training and apply it consistently on the phone and on the road, you're in for a rude awakening.
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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1. Alan See
Chief Marketing Officer
Alan See CMO Temps, LLC
cmotemps.biz
The Most
Influential CMOs
to Follow in 2023
ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
2. Recognized as one of the "Top 50 Most Influential Chief Marketing Officer's
on Social Media" by Forbes and voted the American Marketing Association
“Marketer of the Year” for both Content Marketing and Social Media Marketing.
Alan teaches organizations how to punch above their brand weight.
CAN YOU TELL US A LITTLE BIT ABOUT YOUR BACKGROUND AND HOW YOUR
PERSONAL EXPERIENCES HAVE INFLUENCED YOUR PROFESSIONAL JOURNEY?
ANSWER: I was introduced to the world
of sales and marketing thanks to my
father’s Radio Shack franchise. As a
teenager, I received front-line experience
dealing with customers. And I can tell
you, when you are working for your dad
you can’t afford to get the customer
experience wrong! After completing my
ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
BBAandMBAitdidn’ttakelongtorealize
that the old “rolodex” system that I had
become familiar with was losing ground
rapidly. I was fortunate to be one of the
first on the LinkedIn platform in 2002,
and Twitter when it was released. Social
media and content marketing just took
off for me from there.
https://rb.gy/ri2cw
3. ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
HOW HAS YOUR EDUCATION AND TRAINING PREPARED YOU FOR YOUR
CURRENT ROLE, AND WHAT SKILLS OR KNOWLEDGE HAVE YOU FOUND
TO BE MOST VALUABLE IN YOUR WORK?
AS A RECOGNIZED INFLUENCER IN THE FIELD OF MARKETING, WHAT DO
YOU SEE AS THE MOST IMPORTANT TRENDS THAT ARE SHAPING THE
INDUSTRY TODAY?
ANSWER: Neither one of my parents
were able to complete their High School
education. In fact, my father was a 17
year old Marine during Korea. So, the fact
that I’ve been able to attend institutions
like the United States Naval Academy,
Grinnell College, and Abilene Christian
University is a blessing. But I would
encourage you to read “A Message to
Garcia” by Elbert Hubbard. Yes, it was
written in 1899, and many would say that
in today’s world the message is not
relevant. But they are wrong. If you
ANSWER: People simply are not subject
totherigorouslawsoflogicormeasurable
with the precision that data-driven
marketers would like. In fact, most
purchasedecisionsaremadeemotionally,
and then justified, rather than the other
way around. That means it’s critical for
organizations to create customer
relationships through emotional bonds.
haven’t first learned to follow directions
and be a good team player you probably
won’t be a good leader. Having said that;
theproliferationofmediaanddistribution
channels, combined with consumers
increasing demand for communications
relevance, has created the perfect
marketing storm for marketing leaders.
As a result, the need for more rigorous
marketing discipline and media
competency has never been greater.
That means stepping-up your game to
be a life-long learner.
4. ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
HOW WOULD YOU DESCRIBE YOUR LEADERSHIP STYLE AND WHAT
CHARACTERISTICS DO YOU THINK ARE ESSENTIAL FOR SUCCESSFUL
LEADERSHIP IN TODAY’S BUSINESS ENVIRONMENT?
YOU HAVE EXPERIENCE WORKING WITH BOTH LARGE CORPORATIONS AND
SMALL BUSINESSES. WHAT ARE SOME OF THE BIGGEST DIFFERENCES
YOU’VE NOTICED IN THE MARKETING STRATEGIES AND TACTICS USED BY
THESE TWO TYPES OF ORGANIZATIONS?
ANSWER: I can express my leadership
style in just six words: “Old dog, new
tricks, no problem!” In the long run, the
only sustainable competitive advantage
a person or company has is their ability
to learn faster than their competition.
Effective managers realize that they
cannot leave school as “A Manager-in-a-
Box” and never look back. They need to
be lifelong learners ready to engage a
lifetime of business challenges.
ANSWER: Big or small, the short answer
is TRUST. I remember a story about a
shoe repair shop as told by one of their
long-time customers. It’s a heart-warming
smallbusinesstalethatIthinkyou’llenjoy.
Thesoleproprietorisacobbleratnight;he
holds down a delivery job during the day.
His shoe repair business is built on a self-
service model that depends on trust.
Customersleavetheirshoesforrepairina
converted newspaper vending machine
located on his front porch. Shoes that are
ready for pick-up as well as the money
folder are also in the machine. Yes, I said
the money folder. Customers pick up their
shoesandleavetheirpayment,andinover
25 years he never came up short. Without
trust relationships will not move forward.
Infact,Ioftenthinkofbuildingtrustthrough
the following formula:
5. ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
TRUST = (RAPPORT × CREDIBILITY) / RISK
In our global economy we read plenty
aboutearningcustomertrust.However,
you don’t see much written about
trusting the customer. Can you earn
trust without giving it? I believe that
two-way trust is what really holds our
economy together.
IN YOUR OPINION, WHAT IS THE KEY TO DEVELOPING EFFECTIVE
MARKETING STRATEGIES THAT DRIVE PROFITABLE GROWTH?
CONTENT MARKETING AND SOCIAL MEDIA MARKETING ARE TWO AREAS
WHERE YOU HAVE BEEN RECOGNIZED FOR YOUR EXPERTISE. HOW DO
YOU SEE THESE TWO FIELDS EVOLVING IN THE COMING YEARS?
ANSWER: Persuading is a universal
activity, and it plays a key role in a
marketing strategy. Just because
marketers’cangetclosertocustomers
with targeted marketing messages
through the aid of sophisticated
customer analytics tools doesn’t
mean the need to persuade has gone
ANSWER: Content marketing distributed
through engaging social media channels
can provide the foundation for both
personal and corporate brand growth.
away. In fact, it may be more important
than ever. But you need to have a great
narrative in order to influence your
targeted audiences beliefs and
behaviour’s. You need to be able to
wrap your persuasive content in a way
that builds trust, presents logic, and
tugs at the emotions.
Social platforms help you be found, find,
andengagetheaudienceyouseek.Timely
and relevant content creates awareness
and builds trust.
6. ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
AS SOMEONE WHO HAS WORKED WITH A VARIETY OF DIFFERENT
ORGANIZATIONS, WHAT ADVICE WOULD YOU GIVE TO STARTUPS OR
SMALL BUSINESSES THAT ARE JUST GETTING STARTED WITH THEIR
MARKETING EFFORTS?
ANSWER: Develop a great sense of
empathy. That can be difficult though
because in business we are schooled
that it is a competitive, dog-eat-dog
world. We fake it, in order to make a
customer or partner organization
think we are engaged and that we
really want to deliver a great
experience. But most times we are
not really feeling empathic, are we? I
believe having an empathetic spirit is
one of the best things a marketing
organization can do. Really think
about things through the eyes of the
person on the other side of the desk.
What are they really going through
today, and how can you help?
7. ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
YOU HAVE EXPERIENCE AS AN ASSOCIATE PROFESSOR OF MARKETING.
HOW HAS YOUR EXPERIENCE IN ACADEMIA INFLUENCED YOUR APPROACH
TO MARKETING AND BUSINESS STRATEGY?
ANSWER: Yes, I love to teach, but don’t
particularly look forward to grading
papers! Having said that, providing
feedback is one of the most important
things a leader can do. My experience
with one of the world’s largest global
learning infrastructures (University of
Phoenix) allowed me to be certified to
teach online, on ground and FlexNet
(combines online and on campus
learning). I’ve been certified to teach
Marketing, eBusiness, Management
Theory, Critical Thinking and Business
Ethics. That means I’ve personally
experienced course and content design
and delivery, built grading rubrics and
feedback systems.
IN YOUR OPINION, WHAT ARE THE MOST IMPORTANT SKILLS AND
COMPETENCIES THAT LEADERS WILL NEED TO SUCCEED IN THE FUTURE,
AND HOW CAN THEY DEVELOP THEM?
ANSWER: Over the years, there has
beenalotofresearchandconversations
between the CMO and the CIO. The
number of applications related to
marketing which impacts IT
infrastructure has skyrocketed so
that's necessitated a lot of
conversations between the CIO and
the CMO. Currently though, a greater
amount of my concern is with HR
because they are alienating more
people than most marketing
departments realize.
Consider this: You create an online ad
for a Vice President of Sales or Vice
President of Marketing. Two-hundred
people apply so the first 150 you cycle
through quickly and don't even reply.
The next forty you send the template
rejection letter. You get down to the
five that you actually call and talk to
and then the three that are invited in
and then you hire one. Out of 200, one
person gets the job and that's the end
of the story as far as HR is concerned.
However, out of the 199 that were
8. ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
rejected, how many of those have tens
of thousands of followers on Twitter
and other major social platforms?
Organizations need to realize that with
dismissals like that, karma is nasty and
at some point it will probably sting
them. I believe that in the same way
that CRM went through a process of
ranking the most loyal and profitable
customers more care needs to be given
to the recruitment process, and how
those who aren't hired are handled. I
believe they need to be handled much
like you handle a customer that's
disgruntled. Dismissing them out of
hand is dangerous. That's a long
example,butIseearealneeddeveloping
in this area for all future leaders.
HOW DO YOU BALANCE SHORT-TERM PRIORITIES WITH LONGER-TERM
STRATEGIC GOALS, AND WHAT STRATEGIES DO YOU USE TO STAY
FOCUSED ON YOUR ORGANIZATION'S VISION AND MISSION?
ANSWER: When Ted Turner was asked
for the secret to success, he said: “Early
to bed, early to rise, work like hell and
advertise.” That is not something
marketing people can bet their careers
on anymore. We live in a relationship-
based economy. The consumer is
looking for transparency, trust, relevance
and engagement. In order for marketing
messages to cut through the congestion
and be heard by today’s audiences,
marketers need the ability to tell the right
story, in the right way, at the right
moment, in just the right amount of time,
or risk driving their sales funnel off the
road. I’m not throwing traditional
marketing under the bus, it’s still useful.
But,you’regoingtoneedacomprehensive
social media and content marketing
strategy to deliver on many of today’s
expectations.
9. ALAN SEE THE MOST INFLUENTIAL CMOS TO FOLLOW IN 2023
YOU RECENTLY RECEIVED THE ALBERT NELSON MARQUIS LIFETIME
ACHIEVEMENT AWARD BY MARQUIS WHO'S WHO. WHAT ADVICE WOULD
YOU GIVE TO ASPIRING MARKETING PROFESSIONALS WHO HOPE TO
ACHIEVE SIMILAR LEVELS OF SUCCESS IN THEIR CAREERS?
ANSWER: Be a lifelong learner. Keep
learning and innovating. Be curious
and keep your mind open to new
possibilities.