00:00As CMOs, we have to realize that a lot of our demand is not coming from current customers.
00:05It's also coming from future customers, and that's what the big brands have always understood.
00:14The only language of value in a company, I'll say it again, marketing equals growth.
00:20And the way you do that is to keep really current with all of the tools that you have
00:24at your disposal.
00:25Again, in this golden age of marketing, you've got media from the top of the bottom of the
00:29funnel that's becoming entirely addressable.
00:31Even things like TV, which for years were sort of spend it and forget it, are now entirely
00:36IP-driven and addressable, and you can manage your buys in a very targeted way.
00:41We all understand direct response and performance marketing, and for too long, kind of brand
00:46building and performance marketing, or what I call direct response, were separated.
00:49It was like an East Coast, West Coast divide, kind of like Tupac and Biggie.
00:54And essentially what we want to do is pull all of this together.
00:56As CMOs, we have to realize that a lot of our demand is not coming from current customers,
01:02which performance marketing or direct response is great at pulling together.
01:05It's also coming from future customers, and that's what the big brands have always understood.
01:10So I think for us, and the way you stay ahead of this, is you keep up to date on everything
01:14that's happening in the industry.
01:16You try your best to be curious and humble, because the industry is changing faster than
01:20any of us can keep up, and you're constantly testing, experimenting, and encouraging your
01:24team to try new things.
01:26But in the end, it's your job as a CMO that as these tests are going on, as your organization
01:30is filled with specialists who are very deep in what they do, that you've got to pull all
01:34this together, conduct an orchestra of very different instruments, and turn it into music
01:38that sounds beautiful to your customer, which is really what I call performance storytelling.
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