Learning CMO-Speak According to the CMO Council (a peer networking group of senior technology executives), it is actually the search agencies that “do not get it” (in the broadest, most inclusive sense). CMOs today are craving comprehensive, integrated, measurable campaigns that evidence tangible business value. Donovan Neale-May, the executive director of the CMO Council, says, “I don’t think there is a CMO who believes he/she shouldn’t be spending on some form of search optimization, as that is essential to acquiring leads and driving site traffic and prominence.”
One such marketer–my acquaintance Steven Cook, vice president of worldwide strategic marketing worldwide for the Coca-Cola Company–agrees that search is important. “I believe in interactive and electronic,” he says. “I have conviction that your brand message needs to be where, when, and how your customers want to interact with you.” So what would he tell interactive agencies? “Help me create solutions to maximize my brand’s promise, level of consideration, engagement and experience with my audience.”Note his choice of words: brand promise, level of consideration, engagement and experience. You see, the CMO could care less about the average cost per click. When you score that golden meeting with him (or her), she wants to hear how you will change her business.
I often have said that if you go into a meeting where your product is relatively unknown, you won’t leave with the contract if you show them how brilliant you are with your technical knowledge. I have never had to deal with that problem because my technical knowledge of the inner workings of a blog is just enough to get me in a load of trouble. What I know is the benefits of blogging, and the way in which it allows people to discuss and to interact. I talk about being transparent and the rewards of gaining another reader. All of these things are the same rewards that CMO is looking for in a technical tool.
“Don’t tell me how it works, tell me what it does!”
That is the other part of explaining business blogging. Thanks Sara for the inspiration, and if ever in Rome, I’ll post about it on my blog!
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