5 Key Takeaways for the On-The-Go Marketing Executive: - It's hard to get people's attention. You have to be creative and willing to take risks. - Creativity comes in large part from who you hire.
- B2B companies can find success using branding and emotion, just as consumer-facing companies can.
- Resource constraints make a team scrappier and inspire creativity. - "I've never met a company that was really good at being something for everyone. You've got to be something for someone." - Keith Messick
Bio: Keith Messick (LinkedIn | Twitter) is the Chief Marketing Officer (CMO) at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors.
"When you go creative, you have the opportunity to say one plus one equals something more than two." - Keith Messick Optimizing the Little Moments - (3:00) - Keith started his career as a C programmer at PwC, but shortly ended up in marketing. - Mentioned by Ian: UberConference hold music - "I don't think we always appreciate how little attention people have, and how unimportant our thing is in their day-to-day life. Getting their attention is harder than ever. It takes more creativity than ever before. You have to be willing to take a risk." - Keith Messick - Dialpad ad campaigns mentioned by Ian & Keith: Fast Talker and Failed AI Auditions - "We can never outspend [our competitors], so we have to make every interaction count more." - Keith Messick
Creative Constraints - (12:00) - "SEO at the expense of conversion is a bad trade." - Keith Messick - If you're writing hard toward SEO, you end up writing like a robot and it puts people off. - Creativity comes in large part from who you hire. - "Sometimes scarcity forces creativity. If you have an infinite abundance of resources, then you don't really have to make each one of them count." - Keith Messick. - Balancing present needs while building for the future is a difficult but necessary undertaking. - "Marketing's job is to understand the audience better than anyone." - Keith Messick
Building a Brand - (17:00) - B2B companies often neglect their brand, a trend that Keith has tried to avoid. - "The fallacy is to think that people are different from five to nine than they are from nine to five." - Keith Messick - "As my very southern mother used to tell me, 'common sense is rarely common practice.'" - Keith Messick - Keith cites an example of a guerrilla campaign from his days at Siebel when Salesforce ran a full page ad in the paper than said, "Lost your shirt buying Siebel? Let us know and we'll send you one for free." - B2B companies can also find success using branding and emotion, in a consumer-like way. - "When you go creative, you have the opportunity to say one plus one equals something more than two." - Keith Messick - Analytics and attribution are important, but you don't want to get so obsessed with it that you can't launch a brand initiative that won't immediately generate sales attribution. - Mentioned by Keith: Corporate Bro Twitter account - There is a limited time in any market when brands are not established and people are looking for solutions without preconceived notions about brands.
Fun Budgets & Risky Ideas - (40:00) - "What percentage of your budget are you spending on things that will actually delight your prospects, make them happy, and make them tell someone about it?" - Ian Faison - You have to give new ideas time to mature and grow. Great ideas often look ridiculous at first. - An effective marketing department needs to have some tolerance for mistakes. - As startups get bigger, marketing departments often go from general to specialized, which can be a painful moment. - "If you're scared of failing with something, you just find the safest possible spot. I've never met a company that was really good at being something for everyone. You've got to be something for someone." - Keith Messick - For Keith, the best ideas are usually the ones that can be easily explained in 5-10 seconds. - Mentioned by Ian: There Are No Mistakes podcast episode on The Story. - To avoid coming off gimmicky, Keith suggests reframing the goal from being fun or funny to sparking emotion. Sometimes humor can be the wrong goal, but audiences will always respond to emotional connections. - "When you have to push something out and deal with the consequences, you take it a lot more seriously." - Keith Messick
Pardot Lightning Round - (1:00:00) - Current favorite app: Instagram - Favorite ad campaign: Slim Jim on Instagram - Current favorite follow on social media: @RickRubenBot - Current favorite podcast: WTF with Marc Maron - Most excited about for the future of marketing: Marketing is making its way into every other function, whether they want it or not - Best advice for a first-time CMO: Find a mentor. - Best BBQ recommendations in the Bay Area: 4505 Burgers & BBQ (Ian) and Pig in a Pickle BBQ (Keith) - Dialpad is hiring! They are looking for great marketers, especially content marketers. Find open positions here or just send an email to email@example.com and we'll pass it along to Keith.
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