Fractional CMO Show

It can be hard to do a great job marketing yourself, even if you're a great marketer. Where do you start? How many examples do you need? What tone should you use? These are the questions that Casey Stanton is answering. You'll learn about when to take credit, what to include, and how to craft a powerful narrative about you and your capabilities. Takeaways: Great marketers usually are great at marketing a company, client, etc. but struggle when it comes to marketing themselves. Think of a few things you've done recently and try to put that into a pithy, attention grabbing headline that will convert. If you're struggling with doing this, don't worry, it's normal. Make a list of all of the great things you've done in your work and then narrow it down to the five most powerful examples. When making a claim about what you can do, you need to have overwhelming proof to support it. Write a throughline of your life and work and the great things that you've done. Apply your experiences to a story about you which explains, "I've done this before, I can do it for you." Quote of the Show: "Your ability to market another company is not the same as your ability to market yourself." - Casey Stanton Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co/invite Shout Outs: Claude Hopkins Gary Halbert Gary Bencivenga John Carlton Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/7t3k-VRwYM0

As a Fractional CMO, you can't do all the work yourself, so you need a good team. But you can't stop with just hiring a good team, you need to have a vision for them and help in developing them to reach that vision. Casey Stanton is giving you the keys to doing this and reaching your own vision in the process. Prepare to learn about championing the success of others, surrounding yourself with diverse voices, and solving bigger problems! Takeaways: Always have an updated vision of where you see each of the people who report directly to you. What larger role do you see for them? Create a gap between where they are and where you think they can ascend to. You need to enroll your direct reports in the vision you have for them and push them toward it. Give them the encouragement they need Champion the success of the people on your team! Build the "dream team" for your client that you know you can depend on. Ask your direct reports what they need to do to get to that next step. Empower them to solve those bigger problems. You don't want to be the CMO of a company where everyone just listens to everything you say. You need people who will push back against your ideas, bring in new ideas, and provide their unique perspectives. Quote of the Show: " You want people to start solving for their own ascension" - Casey Stanton Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co/invite Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/tieRljgOZAk

Anxiety is a natural part of business and it is crucial for you to know how to cope with it and then use it to help yourself grow. Casey Stanton shares his own story of facing anxiety when first starting as a Fractional CMO and how he used that experience to gain perspective and get stronger. You'll hear about how to prepare before betting on yourself, what to do when you find yourself scraping against the bottom, and why you need to undergo your own path to reach success. Takeaways: Although you may feel like you are walking in circles around something you are anxious about, you can grow and gain "elevation" as you would on a spiral staircase to allow you to see the anxiety from a different perspective andsee it for what it is. Anxiety in business is an opportunity for you to solve something that obviously feels wrong. You will have many anxieties that will never go away in your life, even after they have peaked they will still persist. However, by going through the peak of those anxieties, you become better equipped to handle them in the future. When approaching the idea of becoming a Fractional CMO, you need to have a long time horizon and give yourself a runway. When betting on yourself, it's important to be very self-aware. Understand the risks and be prepared to face them and whatever else may come up. Quote of the Show: "If you have the long time horizon and you provide yourself the runway to make things happen, it is inevitable that you'll be successful" - Casey Stanton Shout outs: Already Free by Bruce Tift Links: Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co/invite Ways to Tune In: Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/J1T69QgrKgo

Navigating pricing as a Fractional CMO can be tricky. Casey Stanton breaks down how to find your effective hourly rate and what that says about your work. If your rates don’t match the scale of a client's problems, they may not see you as the solution. Targeting companies with $1 million to $100 million in revenue is ideal. Aiming for a minimum of $250 per hour can help, with a target of $400 being more sustainable. Efficiency is key, as delivering value in less time makes your services more appealing.

So much importance is placed on simply increasing the size of a company's customer pool but this can't be sustained forever. Casey is illuminating how you need to position the company for growth through gaining a deeper understanding of your customers' problems beyond those you have already solved. You'll learn the dangers of stagnation and how to avoid it, how to increase the lifetime value of a customer, and the core of the CMO's role. Takeaways: Your first step as a CMO should be to establish an efficient funnel that regularly converts people into customers. Once you do that, it's not always clear what to do next. The next step is to innovate. You must always be looking for ways to keep moving and innovating to stay ahead of the relentlessly encroaching competition. Other companies will be able to overtake your market share faster than it took you to carve it out. The deeper you're in, the more the customer matters. Gaining a better understanding of the customer and their wants and motivations is what inspires innovation. Find all the problems that exist, even if you can't solve them. Work with the product team to either develop or find a product that satisfies those other needs. Look for ways to increase the lifetime value of a customer. The cost of selling an existing customer another product is very low, there's virtually no acquisition cost and they already have a relationship with the company or brand. You just need to find a way to leverage that relationship. The role of the CMO is to think through how to solve problems so that the business grows. ​​Ask yourself, "how do you get deeper with the customer to find additional products or services to extend the customer lifetime value?" Quote of the Show: "The lack of innovation is the death of the company" - Casey Stanton Shout Outs: Dan Sullivan Links Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co Ways to Tune In Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/meVx-1bubJU

Everyone has a marketing lineage and pedigree which shapes the way they view problems and the solutions to them. Casey Stanton reveals the importance of identifying your marketing lineage and pedigree and how to define them. You'll learn how lineages and pedigrees play into client relationships and what happens when people from drastically opposing business backgrounds have issues working together if unmanaged. Takeaways: Your marketing lineage refers to who you learned from and where they learned from going back generations of marketers. Your marketing pedigree deals with where you studied, be that at a university, on the job, etc. Your lineage and pedigree work in tandem to influence the way you see things. For example, someone from a sales background won't look at things the same way as someone who came up focusing on branding. Identify the one thing that got you into marketing and what you like to get out of doing marketing. Once you have identified this, focus on doing more that is related to that reason. Identify what your marketing lineage and pedigree are. It's important to find what your client's pedigree and lineage are. This is how they will look to solve problems so it's important to know how will approach things and be familiar with their go-to solutions. Friction can arise when you and your client have radically different lineages and pedigree and you must be mindful of this and constantly manage it. Quote of the Show: "What was that moment where you were like, wow, this marketing stuff is really fun" - Casey Stanton Links Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co/community Ways to Tune In Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/1Z_YOMCicb4

When you're driving new business to your Fractional CMO practice it's important to not rely too heavily on referrals. Casey Stanton is filling everyone in on why it's more important to focus on filling up your pipeline than looking for more referrals and attain the Golden Ratio. Takeaways: The Golden Ratio is the idea that referrals are coming in more frequently than customers churn. You can not build your Fractional CMO practice solely on referrals. If you try to rely entirely on referrals, you're never in control of your pipeline and without a full pipeline, you won't be able to predict your income for months at a time. Referrals come from word of mouth through people who trust you. When you talk to a prospect who has been referred to you, they are likely prequalified and more likely to say yes to you based on some degree of trust built on who referred them. It's relatively easy to get to the Golden Ratio as a Fractional CMO. If you are serving 3-6 clients for 3-24 months you only really need to get 1 referral per quarter to maintain your pipeline. Quote of the Show: "You want to get to that position where your pipeline's full, but what's better than a full pipeline is the referrals on top of it. It's kind of like the sprinkles. It's the magic." - Casey Stanton Links Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co Ways to Tune In Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/Xfysoa5mb88

It can be hard to figure out what to do to actually help smaller local service companies, but it doesn't have to be! Marketing agency owner and Fractional CMO, Robin Heppell, tells of the wonder and success that can be derived from working with specialized local companies, in particular, funeral homes. Learn about differentiating in a local area, managing your reputation with both long-standing customers and new prospects, and some ingenious ways to drive traffic to your website. Takeaways: It is crucial for businesses to be able to adapt to ever-evolving consumer demands. One good example of this is with fewer people going to church not, they are less likely to hold the funeral reception at a church, opening the door to funeral homes. As people have begun to move around more, there is less brand loyalty to long-established companies in many areas because many of the people living there are not originally from there. When differentiating among local service companies, some of the biggest factors include the quality of service, the physical location of the business, and the price. It's difficult to convey the quality and value your company provides through a price list on your website. For some companies, like funeral homes, a lot of the sales come from the emotional decisions of the customers which must be handled more tactfully. Being a Fractional CMO provides and structure and process that you don't have as a consultant. As a Consultant, you have to work on whatever the client thinks the problem is. Whereas, as a Fractional CMO, you become the leader of their marketing efforts. Sometimes, it's just as, if not more, important not to tell your client about certain tools than it is to introduce them to something new. As a Fractional CMO, you should tell them about things that will help them and keep them ignorant of things that won't. At the outset of planning your marketing efforts, you must have a goal in mind such as increasing conversions, before you start thinking about channels and strategies. Find the strategies that best support the goal, once the goal is set. Quote of the Show: "I tell my clients, I'm going to tell you the latest things that you could be doing, but I'm also not going to tell you a ton of latest things that aren't going to apply, which could be a real time-waste on your end" - Robin Heppell Links Twitter: https://twitter.com/funeralfuturist LinkedIn: https://www.linkedin.com/in/heppell/ Funeral Boardroom Website: https://www.funeralboardroom.com/ Funeral Results Marketing Website: https://www.funeralresultsmarketing.com/ Funeral Gurus Website: https://www.funeralgurus.com/ Call Robin: https://funeralcmo.com/call Ways to Tune In Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/W2ing0HCIxY

Jeff McKay, CEO of Prudent Pedal and a Fractional CMO, shares insights on strategic marketing in professional services. He emphasizes the shift from a productivity mindset to one focused on growth, urging firms to adopt value-based pricing. McKay discusses the dangers of revenue-driven decisions that can harm brand integrity and highlights the importance of data analytics for market growth. He also underlines the pivotal role of marketing leadership in navigating this transition and nurturing a culture of trust and collaboration.

Don't get caught up in how you're going to message your prospects before you get them, the real priority is getting a comprehensive list of everyone that fits the description of your customer! Casey Stanton is back again to hammer home how imperative it is to obtain the list of potential clients through whatever ways get the job done, regardless of industry. Takeaways: There are many ways to go about getting the list which include: purchasing databases, web scraping, joint ventures, public records, etc. Whatever the way, find how to get that list of your potential clients. Worry about how you will message your potential clients after you have gotten the list, this should be the priority. There are ways to get the list of your potential customers regardless of what industry you may be in, it just relies on your ingenuity. Quote of the Show: "When you think of the clients that you're currently working with or the ones that you're thinking about closing, I want you to ask, is there a definitive list that exists online?" - Casey Stanton Links Twitter: https://twitter.com/CaseyStanton LinkedIn: https://www.linkedin.com/in/caseystanton/ Website: https://cmox.co Ways to Tune In Amazon Music: https://music.amazon.com/podcasts/039bc2d6-c1b5-4ced-ac2a-437e69546e7c/fractional-cmo-show Apple Podcast: https://podcasts.apple.com/us/podcast/fractional-cmo-show/id1592740671 Spotify: https://open.spotify.com/show/1HGwnjsXA4c4gYQvj4w53E?si=bd6e0908e25749ec Google Podcast: https://podcasts.google.com/feed/aHR0cHM6Ly9mcmFjdGlvbmFsY21vLmxpYnN5bi5jb20vcnNz?sa=X&ved=2ahUKEwjlpNDTveb0AhUXEFkFHaZcDtYQ9sEGegQIARAC YouTube: https://youtu.be/m2w4Q81Ou60