Krista Thomas

My latest article on CMSWire asks CMOs, CEOs, and hiring agencies if industry experience is necessary or overrated. The deeper question I'm getting at here is: are too many great CMO candidates not even getting interviewed because they lack prior industry knowledge? Share your thoughts! Thanks to Sue Keith, Club CMO, Eric Pairitz, James (JD) Dillon, Doug Zarkin and Gaurav Bhatia for being a source! #cmo #marketing #humanresources

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Over the last few years, I have learned that Business Development Managers (BDMs) are the key to getting things done at law firms. In this podcast, the brilliant Karen Wilcox explains how CMOs can work most effectively with BDMs to ensure the success of any new program, technology rollout, or behaviour change they are trying to drive. #CMO #BusinessDevelopment #LegalMarketing #CMOSeriesPodcast

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I've penned a little something for the marketing tech wizards over at MarTech. The subject? ABM Platforms! Is it all “huzzah!” or just a mighty “blah”? I embark on a hearty investigation of how these technologies cracked open the very vaults of digital media for the #B2B marketing crowd. Laying out the trifecta of roles #ABM platforms tackle: Predictive Analytics, Account-Based Programmatic, and Account-Based Measurement. And then, hold onto your hats, because I dive—like a Sinclairian sleuth—into the murky hidden costs: inter-departmental wrangling, annual fees that curl the toes, and the complexity of operating these self-service platforms. In a thrilling final act, I propose some exciting alternative approaches. Prepare for thrills, spills, and don’t worry, they all live happily ever after. Dive in below!

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Many marketing leaders have made heavy investments in technology. But, is a growing tech stack a good thing? Based on some of the research and other conversations I have had, it may not be as helpful as many think. I take a look at this in my latest article. https://lnkd.in/ew2ySyr8 #martech #b2b #technology #growth #makegrowthsimple #ROI

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For decades, marketers were taught that attention was the holy grail. Catch someone’s eye, and the battle was half-won. Platforms optimized for clicks, brands chased impressions, and we built strategies around fleeting moments of engagement. But today, attention is cheap—and fleeting. Here’s what’s changed: 1. Overexposure: The average consumer sees upwards of 6,000 ads per day. Overwhelmed by noise, they’re tuning most of it out. (Forbes) 2. Distrust: Consumer trust in advertising has plummeted. According to Edelman, only 33% of people say they trust ads. Instead, they rely on peers, influencers, and authentic brand experiences. (Edelman Trust Barometer) 3. Intentional Consumption: Social media usage is declining among younger demographics, as people prioritize wellness and mindfulness. Platforms like TikTok and YouTube still thrive, but they reward depth and authenticity, not gimmicks. (Pew Research) Consumers aren’t mindlessly scrolling anymore. They’re curating their feeds, blocking ads, and choosing substance over spectacle.

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CMOs are building stronger cross-functional relationships to improve product, service, and sales. But what makes leadership in these connections truly effective? While some CMOs thrive, others face challenges—leading to gaps in mid-funnel performance, CAC, and CLV. Alignment is everything. How can CMOs can drive the next wave of collaboration? Read the full blog post here: https://lnkd.in/eS2CaCEK #CMO #Leadership #Alignment #MarketingSales #FutureReadyCMO #MarketingAlignment #LeadershipDevelopment

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Great article - these points still resonate for me on the #CMO role: **Data-Driven Insights**: Leverage data insights to drive strategic decision-making (but you have to HAVE the data). This enables CMOs to better understand customer behaviors and preferences, leading to more effective targeting and personalization. **Expanded Organizational Influence**: CMOs are now playing a more integral role in business strategy. Their influence extends across various departments, enabling them to contribute to broader organizational goals and drive innovation (marketing spread more thin as their stakeholders now reach the entire organization plus clients). **Enhanced Customer Journeys**: With the rise of digital platforms, CMOs are tasked with creating seamless and engaging customer experiences across all touchpoints. This requires a holistic approach to managing the customer journey, ensuring consistency and satisfaction at every stage (but requires insights shared from the business that marketing doesn't often receive).

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Have you ever dealt with disjointed and inconsistent brand experiences across multiple touch points? Internal communication silos could be the culprit. In this part 1 of a 3-part blog series from MoEngage partner Fueled, we'll explore what messaging silos are, how they negatively impact organizations, and what #brands can do to avoid them. Dig into the insights here: https://lnkd.in/eWvihU6g Alexandra G. Billy Fischer Shana Haynie Aditya Vempaty Archana Leo #partnerships #customerengagement

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Gen X, Boomer, Millennial, Gen Alpha… Effective marketing means looking beyond stereotypes to uncover the motivators that unite people across generations. 🎯 Focus on life stage, attitudes, and values to figure out what truly drives your audience. Why generational stereotypes are holding marketers back and how to shift your strategy 👉 https://lnkd.in/eDdqQgdm via MarTech #MarketingStrategy #AudienceInsights #GenerationalMarketing

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As one who interacts with CMOs all the time I can tell you this topic is at or near the top of their collective priority list. And while I am skeptical of those who espouse best practices when it comes to generative AI - only because it is so nascent - I felt compelled to share this particular piece from my fellow CMSWire scribe, Tiffany Holland Why? Glad you asked. I felt compelled for the simple fact I agree with everything Tiffany opined on, which she breaks down into four truths, which are below along with my brief commentary. Do yourself a favor and read her piece. ➡️ Truth #1: Inaction With Generative AI in Marketing Is the Greatest Risk Yes, yes and YES. If I could climb the highest mountain I would and bellow this to the masses below. This ain't the time to "sit this one out" whilst the rest of the world, AKA your competition is taking full advantage. ➡️ Truth #2: Generative AI Offers More Value Than Just Operational Efficiency Tiffany deftly writes of the "narrow view" many CMOs and marketers have of Gen AI, which "offers only short-term benefits and overlooks the true power of machine learning." Dating myself big time here but this reminded me of the late 70's campaign professing that orange juice is not just for breakfast anymore. https://lnkd.in/e95uWbex ➡️ Truth #3: Generative AI Solutions Fails in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models." Full Stop! Read and re-read that over and over and over and then, for the love of all things Holy, do NOT blame Gen AI if you do not adhere to this sage advice. ➡️ Truth #4: Ethical Governance of Generative AI in Marketing Is Critical I love that Tiffany saved this one for last because it is THE most important truth, by far. Gen AI and AI in general, is very much akin to the wild west right now; no rules of governance other than those self-imposed. Brands MUST self-govern the way they use Gen AI if for no other reason, it is the ethical thing to do. Please share your thoughts on all of this. I love a good conversation and yes, a debate if need be. Jeanniey John Aakansha Srota Manny Shelly Lou Jeff Raja Ted Lee David Alma Dom Rhonda #ai #GenAI #cmo

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Understanding and integrating the user's intent is how you create more profound, lasting relationships with your users. It’s one of the critical pillars of our Intelligent Experiences. Get a deeper dive from the legend Chidi Achara #IX #Huge

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Just read in the EMARKETER article: "The role of the CMO has completely shifted to be equally focused on tech, data, analytics, creative, and culture." I can fully relate to Raja Rajamannar, CMO at Mastercard, in this approach. 1️⃣ Tech Today’s CMOs must navigate a complex landscape of technology. My team, for instance, uses around 30 tools in our stack, each serving different purposes. Mastering these tools is essential to optimizing processes and driving results. It's no longer enough to be a good marketer. You need to leverage tech for efficiency and scalability. 2️⃣ Data Every marketing initiative begins with gathering data. Whether it's users' characteristics, customer behavior or market trends, data is the raw material that fuels everything else. 3️⃣ Analytics Raw data, however, means little without analytics. Understanding what you want from the data, creating correct and easy-to-use dashboards, incl. with predictive analytics, provides that 360-degree view of what’s happening. It takes time to learn tools like Power BI or Amplitude, but once mastered, you can make data-driven decisions just by glancing at a graph. Many innovative things were born and passed to the product dep thanks to analytics. 4️⃣ Creative Creativity isn’t about "let's do smth cool/expensive/AI/whatever just because we want it." It’s the key to boosting engagement, making your brand known and stand out in a crowded market and, as a result, increasing sales. This blend of analytics and creativity is what drew me to the CMO role — it’s a perfect balance of strategy and imagination, which I absolutely love. 5️⃣ Culture Culture is often overlooked by marketing heads, though it’s the foundation. While building culture is sometimes attributed to HR, I firmly believe it should be a joint effort between HR, Marketing, and, most importantly, top management. After all, marketing is about shaping or re-shaping perceptions, both internally and externally. #CMO #marketing #marketingchallenges #CMOrole #CMOinsights #strategy #CMOlife

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Always a treat talking to the mighty Drew Neisser. Drew's built one of the most vibrant communities in B2B. I loved chatting about unbundled ABM – and the importance of approaching Account-Based Marketing systemically. By the way – stay tuned. We have some big announcements in the upcoming weeks about unbundled ABM, both understanding it better, and also helping to provide some solutions that will give companies more choices about how to unlock account-based digital marketing. #B2B #unbundledABM

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Traditional pricing based on billable hours and costs per employee is being replaced by more innovative compensation models. We share our perspective on compensation models and options along with some of our peer agencies including Bullish in this recent Ad Age article. Maybe it's time to reevaluate what and how you're paying for agency and media services. Feel free to get in touch. #agencycompensation #agencymodels #performancemarketing #vujadedigital

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So there are numerous compelling reasons why technology startups should use press releases. Press releases can help capture journalists' attention, expand reach beyond the current customer base, build trust among consumers, and garner interest from potential investors. For more insights on how #pressreleases can benefit your technology startup, listen to our latest podcast episode https://bit.ly/3VPWwmT #mediacoverage #pressreleases #marketing #startupmarketing

TV, Google or social media? The folks at Society22 and Censuswide conducted a study to find out which channels have the most influence on U.S. consumers. Notably, most respondents were able to name the sources of brand information for the last five products they purchased ✅ Internet searches came out on top (36%). This was followed by recommendations from family or friends (30%), brand advertising on TV or radio (25%), social media advertising (23%), and brand stories from other content creators or influencers (20%). When it comes to what most often inspires US consumers to make a purchase, YouTube leads the way (37%), followed by TV commercials (36%), offline sources such as friends, family and in-store displays (35%), Facebook (30%) and TikTok (26%). ➡️ The main conclusion of the researchers is that in order to influence purchase decisions through content, brands need to tailor it to their target audience. I would add that regardless of which channel your audience chooses, be mindful of your reputation. Don't skimp on content creation, manage negative feedback effectively, and word of mouth will work for you, both online and offline. #Research #SocialMedia #ReputationExpert

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The second and, as of now, the final presidential debate is in the books. As we approach another critical election season, political campaigns must rethink how they reach voters. Thousands of voters will decide this race in 15 or so counties across a few battleground states. The key to victory? Aligning message with mindset. By aligning messages with relevant, real-time content, campaigns can engage voters in more personalized, meaningful ways—while ensuring brand suitability and maximizing reach. It was great talking with Chris Wood and MarTech, as we discuss how video-level contextual targeting in CTV empowers political campaigns to make smarter, data-driven decisions, delivering the right message to the right audience at the right time. Check out the article for more insights on how political strategies are evolving! #election2024 #adtech #programmatic #connectedtv #contextuladvertising https://lnkd.in/g8rBNnn3

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