Modern CMOs must have both right and left brains. It’s not enough to be creative – you also have to be analytical. Man or woman – it doesn’t matter: The CMO of the digital world has to be good at everything. Breakthrough campaigns are only important if they deliver a positive ROI.
Here are four women who show how a strong CMO combines advertising with analytics to produce exceptional results for their brand.
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1. Deloitte Digital, Alicia Hatch
Alicia Hatch in the lead Deloitte Digital’s marketing efforts and has spearheaded the marketing efforts of the multi-billion dollar Halo franchise.
At Deloitte Digital, however, she’s more than just a creative thinker — she’s positioned Deloitte Digital to disrupt the advertising world. In the words of Hatch: “We are making creativity more important than ever by aligning it more closely with the heart of business strategy and industry insights.”
Hatch has launched numerous initiatives across Deloitte’s entire content and commerce system as well. She was a huge part of ‘s decision John Hancock moves to Deloitte from Hill Holiday . When Transamerica went to Deloitte to reinvent their retirement offerings, Hatch was at the forefront. Her innovative strategy has brought together an eclectic team, from ethnologists to data scientists, to provide a dynamic and holistic approach.
Alicia offers the following advice to pave the way for the future: “if you become comfortable with that gray area — the space where you know you don’t know the answer — you just have a huge opportunity ahead of you. yours. ”
2. VMware, Robin Matlock
Robin Matlock sits at the head of marketing for VMware . Her vision is results-oriented. “We have to facilitate a conversation around business results,” she said. “Everything we do as marketers… is help sellers start those conversations.”
Robin’s transformation strategy is rooted in data. She’s making a big impact by tracking engagement to improve the customer experience. One of the key insights she gets from this is that leads touched by VMware’s marketing efforts convert at twice the rate than leads who are simply approached. by sales.
In addition, she specializes in running a global marketing team data-driven high. What does engagement mean for vertical markets? Who is the target audience? What actions are they taking?
It’s not enough to say if someone from Firm X watched an educational video. Matlock needs to know how they viewed it. Did they sit through it from start to finish? Do they skip it? Did they promote it through social media? To really transform a pipeline, Matlock believes you need to understand the details to get accuracy.
3. Twitter, Leslie Berland
Leslie Berland is not only the CMO of one of the tech lovers in the world, but she’s also the company’s first CMO. Hired in 1600, she pioneered Twitter’s self-awareness campaign, an issue it never addressed in its first decade as a business. loads of ideas and views on the Twitterverse. This isn’t just a promotional effort – it’s essential to the inner workings of Twitter.
– Erin (Twomey) Turner (@erinleeturner) August 3, 2017
Berland said of this: “It is very important and fundamental to us as a company. And that’s where our product strategy focuses — showing what’s happening, what’s important, news and information as it happens. ”
Perhaps the most iconic part of this campaign was when they posted the single word “The” to their page and allowed users to run with it from there.
Among her many skills, she has an uncanny ability to focus both internally and externally—in the face of operations at Twitter—so much so that she is currently the acting director of human resources. Her title of “CMO and Head of Human Resources” isn’t just a clever variation on the classic “human resources” – it’s part of her strategy to build a better business.
4. SoFi, Joanne Bradford
It’s hard to call SoFi a “startup” after 2015 when it raised an amazing billion dollars and hired veteran marketing executive Joanne Bradford.
Bradford, who has served Microsoft, Yahoo, and Pinterest, among others, is one of the rare right-brain/left-brain CMOs on this list. For starters, before CMO, she was their COO — a testament to her analytical and leadership skills.
Her talent was crucial in scaling and growth, where she was instrumental in securing new partnerships and growing their member base. Engaging and leveraging Member Success programs has been her bread and butter in these efforts, and the results have been astounding. During her time with SoFi, the company surpassed half a million members.
Perhaps the most iconic story about Bradford is the lock the first after-hours Super Bowl commercial . Understanding the value of awareness, she created the ad with a meager budget of $10,000 and shot it in less than a week. Thanks to her efforts, SoFi’s brand awareness has increased more than 10-fold in just three years.
Dynamic future for marketing
Competition in the field of marketing is fiercer than ever as the field becomes more complex and more analytical. That doesn’t dampen creativity, though — it’s needed more than ever. But in the 21st century, creativity must be driven by data (and vice versa) to create the perfect storm for business growth and development.
This mantra is well understood by these four women who are paving the way for the future of marketing. Smart marketers will make sure to follow their lead, combining left-brain and right-brain innovation to deliver powerful, dynamic results for their brand.