Content. Campaigns and Demand Gen. Performance marketing. These are the three pillars that prop you up as CMO. So keeping them balanced is vital. To do that, you need formidable plans. You need a laser-focus on metrics. And you need the flexibility to test and iterate.
In this eBook, Cognism's CMO, Alice de Courcy outlines the secrets to her success in the role to date.
In this playbook, Alice reveals:
Content is made up of all Cognism's organic activities. This includes the demand driven through SEO and brand-building activity on social media. So how is this measured and tracked back to revenue?
Here we look at what goes in to building a demand generation team, numbers they should own and metrics they should track. Now let's take you under the hood of what they work on...
The most important thing any CMO can have in their locker is an in-house, performance-driven marketer. Understanding all the intricacies and levers of each paid channel is vital if you’re going to find repeatable and sustainable success in paid.
As CMO, you’re likely to be reporting performance to the board as well. For this, you need to understand other key metrics such as CAC. Let's take a look at how we break this down.