Inception, Flow & Interruption: Three Pillars of Marketing Glory
This episode features an interview with Josh Todd, CMO of Mindbody, the leading platform for the wellness industry.
Josh is a two-time CMO with 20 years of strategic and tactical experience in key marketing leadership positions, including eight years at Constant Contact, where he led an aggressive customer-acquisition strategy that propelled the company from 50,000 to more than 600,000 customers.
On this episode, Josh discusses how he’s structured his marketing organization to serve the unique blend of Mindbody’s B2B and B2C product offerings, and the challenge of building a website that serves both sides of the market.
Tune in to hear Josh discuss:
“What we've really focused on is hiring marketers who truly understand what the one-to-one personal touch looks like. And I mean, they are just great at going in and understanding, ‘what do they care about? What do they like? How do I find a creative way to break through that's aligned with our vision, our messaging for how we can support them, and then having that directly connected to the sales team so that they are talking the same language.’”
“There are three ways for us to [market] everything we do. There's inception marketing, where we're laying that groundwork. It's thought leadership — we're showing up in your trusted publications, and we're incepting this idea of Mindbody and what we can do. There’s flow, where we’re showing up where you are, whether it's answering a question in search or showing up to an event that you're already at. And then finally there's interruption, where you weren't really looking for us. Some of our advertising falls into that area, but what we're trying to do with these strategic accounts is just get in flow with them. Go where they are. Remove any barriers and any resistance. And then we can have a conversation about how we can help their business.”
“We try to keep things as simple as possible. We look at that buyer's journey: Awareness, interest, desire, and action. It may feel old. It may feel too simplistic, but what it does is it creates a common language for the marketing org and the rest of the org. If we orient it to the customer journey, if we keep what we're trying to do simple and straightforward, we can actually stay out of our own way. We can bring the org in and now you start getting ideas from all other places, because you've made a kind of marketing theory, if you want to call that, accessible.”
“There are a lot of hard parts in marketing, but one is: everybody feels like they’re a marketer. But like anything, the closer you get to it, the more you understand. This is a science, this is an art. Every little part of it is super complex. So the more we can simplify that and broaden the conversation, we feel like the more smart people we can get engaging and coming up with great ideas.”
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In this week’s episode of the Demand Gen Visionaries podcast, we’re joined by Sydney Sloan, CMO of SalesLoft.