The Wealthy Business - by EnergizeGrowth

Marketing Strategy Lessons from Obama's Top Copyrighter

I want to meet Jim Messina.
It should be easy, right? I live just 35 minutes from D.C. and he spends alot of his time at the White House. I am sure I could find him on Facebook or through my media connections and arrange something...

Why is he someone I need to know? Messina, President Obama's campaign manager, is one of the best copyrighters I've seen.

My curiosity about Jim began last Tuesday. My husband and I were headed to D.C., and I was surfing the Web on my iPad while he drove. I saw a banner ad inviting me to Dinner with Obama. I was intrigued.

I clicked on the ad, and willingly entered my name in the contest. I already could envision myself winning that dinner, and the myriad questions I would ask Mr. President.

Within minutes, the email autoresponder arrived. It captivated me. Check this out, and read my reactions below:

Friend --

You're in for 2012: Welcome, and thanks.

Now forget everything you know about politics.

Because I can tell you that the coming months will be like nothing you've seen from a campaign. If we're going to win, we have to be tougher, smarter, and more innovative than ever before.

The President has a job to do, so he's asking each of us to take the lead in shaping this effort.

That work begins now in your community.

Sign up to volunteer today.

Your leadership today will help build this campaign over the next few months and right up to November 6th.

You may be asked to recruit other volunteers, register voters, or talk to your friends and neighbors about what they hope to see from this campaign. You may sign up to volunteer today and end up leading a canvass this summer.

I got my start empowering residents in mobile home communities in Missoula, Montana -- a long way from Washington, D.C. As an organizer, I know it all starts in our own backyards. Committing to a campaign is a huge first step, but it's the decisions we make from that point on that determine success.

Whether you're a first-time supporter or a veteran volunteer, this campaign belongs to you. You own it, and you power it.

This is an exciting time to get involved -- sign up to be a volunteer today:

Let's go,

Jim Messina
Campaign Manager
Obama for America

Set your political preferences aside for a few moments and hear me out. Jim does some things very effectively:

1. He speaks directly to you. When I read this letter aloud, I envision someone sitting across a dining room table in Anywhere, USA and inviting me to volunteer. Don't you?

2. He wastes little time getting to the heart of the matter: asking you to get involved. Jim knows that I did not make a campaign contribution (treasury), so he goes directly to Plan B: asking for my time and talent.

3. He tells a story to which many can relate. Jim wanted me to know that he is not a Washington insider. He spent many years outside the Beltway, and his roots are in Montana.

4. He is succinct. This letter is void of any political platitudes. He uses a few aphorisms, such as "this campaign belongs to you." He peppered the copy with just enough to make me keep reading.

What change initiatives or new marketing campaigns are you currently leading? How can they be communicated differently or more broadly to help you build a stronger constituency?

Just channel Jim Messina and see what happens.

copyright 2012, Lisa Nirell. All rights reserved.

The "CMO Extinction" Debate Continues

Last week, I opened my email and realized I had started a firestorm. The future of marketing is a more heated topic than I ever realized.

Forbes contributor Bryan Thomas challenges my latest analysis of the future role (or extinction) of CMOs.

 

What is the future of B2B Marketing?

I am pleased to include Ardath Albee’s latest commentary and prognostications on the future

of B2B marketing. Her insights into B2B marketing content and strategies is commendable. Enjoy and share your feedback here.

 

There are a few things bugging me that I'd like to air out. Over the last few months, I've seen and experienced some things that make me wonder if B2B marketing is evolving or stuck in the mud and applying old thinking that no longer works in a new context.

Here are some examples:

CMOs Need to Ask the Right Questions

I recently attended the Mid-Atlantic Marketing Summit at the Gannett headquarters office in Vienna, Virginia.This information-packed day of keynotes,panels, and nonstop networking was worth the price of admission.

If you are seeking answers and major breakthrough ideas, then my takeaways may surprise and disappoint you.I did not discover any new technology breakthroughs.I didn't meet a plethora of hot ustomer-centric growth companies, although CustomInk has great potential and will be featured in a future post.

Instead, I left with a series of questions about the future of Marketing in this increasingly complex,technology-addicted business world. Here are some contemporary questions that every CMO and VP of Marketing needs to raise:

1. Does our messaging and content strategy improve our customers' lives in some way, or are we simply tooting our horn? Even CMO Mike Volpe admits that they have reduced their content development by 0%-40% per month. (see my exclusive interview with Mike below). Customers and prospects are simply inundated with information and ignoring the messenger.
2. Where can we get the highest return on our social media efforts? A recent UMass Dartmouth study found that the percentage of companies who blog dropped from 50% to 37% in 2011.They are now shifting their social media resources to Facebook and LinkedIn.Building "Likes" and followers does not always translate into educating your customers and improving their lives.
3. How will CMOs demonstrate a strong ROI on integrated marketing? Even the most seasoned CMOs are grappling with how to make integrated marketing pay off. Jason Jue, CMO of Vocus, stressed that it's a delicate balance between message marketing and metrics marketing.I love salesforce.com because they found a way to do this.They use news releases very effectively to drive people to read their content and drive more web traffic." Jason is right. When Salesforce.com was founded, it was viewed as an ASP. Today, they live in the upper right quadrant of the social enterprise industry ategory.
4. What can CMOs do to balance the important, creative, playful aspects of marketing with left-brain analytics and planning? Sadly,the Summit succumbed to the sexy technology topics:blogging, inbound marketing, mobile marketing, and marketing automation.A soupcon of the importance of deepening customer connections emerged during the "Newest Trends in B2B Marketing" panel. According to Debra Lavoy, Director of Product Marketing from OpenText, says it well. "The role of Marketing is to become Chief Storyteller.The art of storytelling pulls teams together and has a huge impact on the customer." Her point of view was simply refreshing.
5. How will CMOs drive revenue streams, not just demand streams? Brian Reed, CMO of BoxTone, shared how his company operates among dozens of competitors and often struggles to stand out above the noise.They needed to get creative. "We shifted position from technology providers to strategic advisors by approaching health care companies, and showing them how to enter the nonprofit arena."
6. Whom will we trust with our marketing planning strategies? No CMO can go it alone. The marketing landscape is rife with technology posers, boring branding agencies, and bright shiny objects. Consider firms who create new categories, such as Hubspot, as potential growth partners. Here are some words of wisdom from Mike Volpe, Hubspot CMO.

Storytellers. Innovators. CIOs in training. Community activists. Statisticians. The final question to ponder is "what will CMOs be when they grow up?"

Related posts:

Why CMOs are Becoming Extinct

The Four P's of Marketing Need a Facelift

Nine Common Obstacles that Derail Growth

New Rules of Marketing Planning and Communication – Bonus Audio

West Legal Education just featured me in a 1 hour podcast: “The New Rules of Client Communication, And What They Mean to Legal Professionals.” Even if you are not an attorney, you will find these key points useful.

Today’s law firms – as well as most professional services firms-- are under intense scrutiny and transformation, particularly in how they relate to and market to clients. In the past, most firms were about doing good work and billing by the hour.

In this program, moderator Ed Poll and I examine the antiquated principles surrounding marketing and business development, and presents a more contemporary, practical approach.

Today, however, the rules have changed. Services firms are being challenged to deliver more value than ever.

This podcast will help you:

• communicate with prospective clients effectively and clearly
• find prospective clients with whom you can have a meaningful dialog.
• feel more confident and prepared to weather any economic storm.

Click here for the (60 minutes) download.

copyright 2012, Lisa Nirell. All rights reserved.

Why CMOs Are Facing Extinction

The role of the CMO as we know it is facing unprecedented threats, and possibly extinction. If you are a senior B2B marketing executive or CMO, pay attention to these trends now. Here is why the time is ripe to reframe your role within your organization:

Marketing Strategist Endorsement – Find New Customers

I just heard from Jeff Ogden, Founder of the highly acclaimed Fearless Competitor blog, that I have been awarded the April “Fan of the Month” designation.

EnergizeGrowth NOW for Busy People

My book was just featured by GetAbstract, the world’s largest library of business book summaries.

If you are a busy person who seldom makes time to savor books, this is the ideal solution. Check out the summary here.

 

Book Review: Optimize your Social Media ROI -- Return on Impact

My friend David Nour has just released his fourth book, Return on Impact: Leadership Strategies for the Age of Connected Relationships (ASAE, 2012), and not a moment too soon. In this resource-rich book, David elevates social from "doing"--networking, media, and collaboration--to "becoming" a more socially enabled organization through social market leadership. 

Assessments Aren't The Last Word In Predicting Success

If I hear one more corporate trainer or consultant spew Myers Briggs acronyms, I may just explode.

You have heard this in the past. "I am an ENTJ; therefore, I lead people and communicate in the following way..."

Some consultants even earn their living creating profiles of the "ideal leader" for each key marketing, sales, or management position within their client organization.

How HR Can Transform into Effective Marketers

Mitch Hershkowitz never thought he would see the day when HR and marketing teamed up to drive higher profits. But that day came in 2009. Dimension Data, where he is National Practice Manager, Consulting Services, was under pressure to standardize on a single internal instant messaging platform to eliminate employee silos--a daunting task for a global company with over 14,000 employees. Marketing's clever "Rule the Waters" boogie boarding and beach-themed internal campaign for the new system triggered a tsunami of support.

Turn Up the Heat in Your Marketing Plan - Miami Style

I just returned from a magnificent conference in Miami with one of my mentors, Alan Weiss. Every year he invites members from his 450+ person Million Dollar Consulting community to a prestigious location for two days. We discuss the state of the consulting industry, expand our thinking on our practice potential, sharpen our saws, and commiserate on our respective businesses. His business wisdom and prognostications are worth the price of admission.