CMO insights

The customer comes first.

This is an extract from last week's IMTW.

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Issue № 110 | London, Sunday 6 October 2024

Read on to learn why:

① It’s what technology will do for the customer that matters.

② Marketing’s key role is to represent the customer to help drive growth.

③ EU politicians want an integrated EU financial system, until they don’t.

④ It turns out, you can go from non-profit to monopolist in a heartbeat.

⑤ The best marketing is centred on customers.

⑥ People who claim to be good managers rarely are.

⑦ Asset managers are replacing banks as vital cogs in the flow of credit.

?? But first, flashback to last week when I told you that to digitise or die. This week, it appears as if Saxo Bank, the New York Times, and a slew of financial advisers are all IMTW readers.

What's new

Marketing recruitment firm tml Partners released its CMO Report this week.

The report brings together insights from some of the most influential CMOs across various industries.

① On technology:

• “CMOs are taking a test-and-learn approach to artificial intelligence, largely due to the rapid pace of AI development and the need to set solid foundations for the future.” - tml Partners
• “You don’t need to be an expert in tech, but you need to be an expert in how you can use technology in marketing.” - Bonnie Pelosi, EMEA Chief Marketing Officer, Microsoft
• “We are always referencing what the technology and tools will do for the customer.” - Rory O’Neill, Global Chief Marketing Officer, Checkout.com

On driving responsible growth:

• “Marketers are positioned to drive change beyond their marketing teams, ensuring there’s collaboration with partners, clients, and internal teams to ensure deliberate positive action.” - tml Partners
• “Great brands are deliberate about the followship that they create.” - Rory O’Neill, Global Chief Marketing Officer, Checkout.com
• “If you really belief in purpose, you need to take action. People see whether you’re authentic about it or whether you’re not. - Alessandro Manfredi, ex-Chief Marketing Officer, Dove

② On the role of the CMO:

• “CMOs play a pivotal role in defining the commercial significance of marketing within organisations, advocating for long-term growth and consumer-focused strategies.” - tml Partners
• “We need to tell the story of how we represent the consumer and the value that drives in creating long-term growth.” - Matthew Bushby, Chief Marketing Officer, Rightmove
• “As a leader, it’s beholden on you to over communicate than under communicate.” - Antonia Wade, Global Chief Marketing Officer, PwC

Why it matters

I devoted most of this’s week issue to showcasing the best insights from the report because that’s what I think you’ll find most valuable but it’s also worth noting that this is a textbook example of good content marketing. It:

• Is crystal clear about who its target audience is: tml Partners is appealing squarely to its future customers and ‘products’: senior marketers.
• Understands their pain points and areas of interest: Those people aren’t much interested in recruitment but are very interested in learning from their peers.
• Delivers value without trying to sell: There isn’t a sale pitch in sight but the implicit message is clear: tml Partners understand the marketing sector and are well connected.
• Presents the information in easy to consume, digital multimedia: The ‘report’ isn’t a dusty old PDF like so many persist with, but an online and interactive experience that displays well on any device.
• Is designed to have a long shelf life: You won’t find a date anywhere here; this is a piece of marketing collateral that is designed to be used year-long.

What to do about it

Take action

I’ve pulled some highlights out for you but the entire report is well worth your time. Set aside some time this week to go watch the video interviews in full.

Get help

InMarketing is a dynamic repository of help for senior leadership teams in finance or technology who want to drive growth. Browse others’ ideas, find tactical support, or leverage marketing advisory.

More...

To learn why:

③ EU politicians want an integrated EU financial system, until they don’t.

④ It turns out, you can go from non-profit to monopolist in a heartbeat.

⑤ The best marketing is centred on customers.

⑥ People who claim to be good managers rarely are.

⑦ Asset managers are replacing banks as vital cogs in the flow of credit.

Visit InMarketing This Week for the rest of this issue >

About

Written for senior leadership teams in finance and technology, InMarketing This Week is a showcase for news likely to impact you - delivered with insight on why it matters and ideas on what to do about it. It’s published every Sunday at six to give you a head start on the week. Read extracts?here, or subscribe to?have each full issue delivered straight to your inbox, before it's available anywhere else.