In this episode of CMO Connect with Jayme Washington, Jayme interviews John A. Steinert, the CMO of Tech Target. They discuss the role of the CMO in today's business landscape, the future of marketing, the importance of differentiation, and the impact of AI on marketing and branding strategies. John emphasizes the need for CMOs to understand the culture of their organization and align their contributions with the company's goals. He also highlights the importance of continuous learning and the role of sales in marketing.
Shownotes:
Jayme Washington interviews John A. Steinert, the CMO of Tech Target, on the role of the CMO in today's marketing landscape. They discuss the importance of understanding buyer behavior and using data analytics to drive marketing strategies. They also explore the future of marketing, including the potential impact of AI and the need for human creativity and differentiation. John emphasizes the importance of listening and understanding the culture of the organization when advocating for marketing initiatives. Overall, the conversation highlights the multifaceted nature of the CMO role and the need for continuous learning and contribution in the field of marketing.
The Power of Brands: Coca-Cola as an Iconic Brand
When asked about an iconic brand that resonated with him at the age of 16, John A. Steinert mentioned Coca-Cola. He highlighted the emotional connection that Coca-Cola created through its advertising campaigns, even before he was 16. He stated, "Coca-Cola did some great advertising that continued to resonate with people in my generation." This example illustrates the importance of emotional connections in consumer brands and how they differentiate themselves from their competitors.
Tech Target: A Leader in Purchase Intent Driven Marketing
Tech Target is a B2B company specializing in enterprise technology. With over $1 billion in revenue, Tech Target attracts and nurtures communities of technology buyers researching their company's information technology needs. By understanding these buyers' content consumption behaviors, Tech Target creates purchase intent insights that fuel efficient and effective marketing and sales activities for clients worldwide.
The Future of Marketing: Automation and Personalization
When discussing the future of marketing, John A. Steinert emphasized the need to differentiate between B2C and B2B spaces. In B2C, where purchase decisions are smaller and involve fewer people, automation plays a significant role. However, in the B2B space, where decisions are larger, involve more people, and take more time, personal interaction remains crucial.
The Role of AI in Marketing and Branding
The conversation shifted to the role of AI in marketing and branding. John A. Steinert acknowledged the importance of AI tools in helping marketers become more productive and creative. He explained, "These tools can help creators bounce their ideas off an expert information source, which can assist in generating and refining ideas."
The Challenges of Being a CMO
The conversation then turned to the challenges faced by CMOs. John A. Steinert acknowledged that the role of a CMO is multifaceted and requires expertise in various areas. He highlighted the importance of understanding the culture of the organization and aligning with its goals and priorities.
Resources:
https://www.washtone.com/
https://www.thecmoconnect.com/podcast
https://www.linkedin.com/in/jaymewashington/
https://www.linkedin.com/in/jasteinert/
