Ruth Stevens

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in the Traditional Marketing Model "Generative AI won’t deliver its full potential if organizations try to plug it into outdated operating models."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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Kamala PR bust provides Lessons to Tech Execs https://lnkd.in/g9xEmfrd Kamala’s PR strategy was absolutely horrible, and politics aside, there are many lessons for tech execs from her campaign to be aware of, stay away from, and implement.

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AI is in the MoneyLion DNA, from how we build products to how we engage with our users and how we operate as a team. I look forward to sharing how this AI innovation comes to life tomorrow, at the Brand Innovators "AI for Brand Marketers Summit". See you there!

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🚀 The Future of Personalization is Here! Ready to explore what AI-driven personalization can do for your brand? Let’s chat! 📈 #DigitalMarketing #AI #CMOTrends #CustomerExperience #MarketingInnovation

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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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Almost three-quarters of marketers (73%) expect to face more competition this year, according to SurveyMonkey’s new “Marketing Trends For A New Era” study. That number is up from 53% last year, and with the numbers also up for increased team-performance expectations and job-security concerns, the study says there is a clear focus for marketers looking ahead. “If 2024 is a year of change,” the study says, “then that change is going to be driven by data.” 92% of marketers said they rely on data to make decisions, up 11% from last year, and more than half (55%) said they’re “prioritizing more personalized marketing experiences this year.” “Instead of relying on third-party cookies to uncover customer preferences, marketers will need to collect first-party data about visitors and customers, and engage in more purposeful and customized conversations,” the study says. Another top goal for companies this year was further adoption of AI. 69% said they were excited about AI’s impact on their job (with 17% both excited and worried). Their top AI uses were optimizing content (51%), creating content (50%), brainstorming content (45%), automating tasks (43%), analyzing data (41%), and researching (40%). “Marketers who are concerned about job security are less likely to say they would use AI to generate content” the study noted. “Six out of 10 (59%) of marketers who are not concerned about job security said they would use AI to create content, vs. only 47% of marketers who are concerned about job security.” #ai #aimarketing #marketingdata #datadrivenmarketing #firstpartydata #publishing #publishingindustry #digitalpublishing #mediapublishing #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: SurveyMonkey)

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A very special package landed on my front porch yesterday - I was honored to be named by both Pavilion & TrustRadius as Fractional Advisor of the Year at this year's GTM awards. This recognition has me reflecting on a critical decision many scaling businesses face: when to hire a full-time CMO versus bringing on a Fractional CMO. Both options offer unique advantages tailored to diverse needs. As your high-growth business scales, understanding which approach best aligns with your strategic marketing objectives and growth ambitions can make all the difference in driving sustainable success. Let's dig into each: Understanding the Distinctions: - Full-Time CMO: Is dedicated to crafting and implementing marketing strategies, leading teams, and driving growth efforts daily. They're fully immersed in company culture and have a thorough understanding of its goals and challenges. - Fractional CMO: A Fractional CMO is an outsourced, part-time marketing expert providing high-level guidance on a contract basis. This role offers flexibility, giving businesses access to marketing expertise without the commitment or cost of a full-time executive. Cost Breakdown - Full-Time CMO: The average annual salary for a full-time CMO in the U.S. ranges from $150,000 to $250,000, excluding bonuses, benefits, equity, and other compensation. - Fractional CMO: Fractional CMOs work part-time with businesses typically paying $8,000 to $30,000 per month, based on factors like expertise level and scope. Pros and Cons: - Full-Time CMO: -- Pros: Offers dedicated leadership and is integrated into the company's operations and goals, ideal for long-term planning. -- Cons: Can be challenging for smaller companies, especially with added expenses for overhead. - Fractional CMO: -- Pros: Offer a cost-effective way to bring in expert guidance without a full-time commitment, offering flexibility to adjust marketing efforts. -- Cons: May not be as integrated into company culture and have limited ability as they often work for multiple companies. When to Choose a Full-Time CMO -Long-Term Strategy Execution: For sustained marketing goals and brand-building, a full-time CMO provides continuous leadership and cohesive strategies. -In-House Integration: Companies needing a marketing leader embedded in the organization to drive cross-department collaboration may benefit from a full-time CMO. When to Choose a Fractional CMO - Budget Constraints: For startups and scaling businesses with limited budgets, a fCMO allows access to expert marketing without high costs. - Specialized Expertise: A fCMO brings targeted skills for specific initiatives, such as product launches or digital campaigns. - Scalability: As needs fluctuate, businesses can easily adjust the scope of an engagement. Ultimately, choosing between a full-time CMO and a Fractional CMO depends on your business's unique needs, resources, and growth stage. #ScalingBusiness #FractionalExecutive #BusinessStrategy #GrowthHacking #fCMO

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💡So! YOU wanna be in The New York Times.  👍That's cool. Tell me why? For what impact are you seeking? Is it for brand awareness? For eyeballs? Is it for customer conversions? More sales? Is it for investors? Entering a funding round soon? Is it for ego? (totally ok too, just be honest!) While The New York Times carries prestige, is it truly the optimal platform for your intended impact? Could there be alternative publications (possibly numerous!) *better* suited to engage the specific audience you're targeting? Noodle on that for a bit. Let's discuss your media coverage strategy - and perhaps that means including a focus on getting in the NYT! *** 👋 Hi, I'm Carson! I land earned press coverage for brands. 🎯That press coverage impacts brand awareness, conversions and sales, investor interest, and ultimately 👉 Better exits. Book time with me to discuss. Calendly link: https://lnkd.in/g2Xb8KtV

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Compelling podcast on why CMO's need to have a seat at the table when business growth strategies are developed. Seems obvious, but many CMOs and marketing leaders are left to execute instead of being included in the strategy development stages. Consider this: "CEOs who place marketing at the core of their growth strategies are twice as likely as their peers to have greater than 5 percent annual growth, according to a recent survey McKinsey conducted with input from the Association of National Advertisers (ANA)." Check out the podcast and transcript for more info. #cmo #fractionalcmo #marketingstrategy #ceo #growthstrategies

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📊 The future of democracy depends on informed citizens🖐️ Discover how Poppy MacDonald and USAFacts are transforming government data into actionable insights! Tune in now: https://lnkd.in/gxxw4WCD

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Superfiliate's Co-Founder and CEO, Andy Cloyd, joins the podcast! Andy shares his unexpected journey from venture capitalism to performance marketing, inspired by the challenges and opportunities presented from iOS privacy updates and the evolving digital landscape. You'll hear how a chance living arrangement during the COVID pandemic led to the inception of Superfiliate, a groundbreaking platform designed to transform traditional affiliate links into customized, high-converting landing pages. Key Highlights... 1- Strategic Customization: Discover how Superfiliate transforms affiliate links into fully co-branded experiences, boosting conversion rates and creating authentic connections between brands and partners. 2- Holistic Program Management: Learn about Superfiliate's all-in-one solution for running referral, ambassador, influencer, and traditional affiliate programs, simplifying the management and scalability for marketers. 3.- Evolving Market Trends: Stay ahead of the curve with Andy's predictions on the convergence of influencer marketing and performance-based models, offering new opportunities for data-driven partnerships and CPA-based strategies. 🎧 Listen here: 🔹 NYMO-> https://lnkd.in/gFzCQw85 🔹 SPOTIFY-> https://lnkd.in/gYqUFRYa 🔹 APPLE-> https://lnkd.in/ghZEicQM #PerformanceMarketing #AffiliateMarketing #InfluencerMarketing #Podcast #MarketingInnovation

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The marketing org chart is evolving for the AI age. CMOs are reimagining their teams and processes to harness the power of artificial intelligence. New roles like AI Ethics Officer and Augmented Insights Manager are cropping up to ensure AI is used responsibly and effectively. Rigid silos are giving way to agile, cross-functional pods that enable seamless collaboration between humans and AI. These org charts of the future reveal marketing's metamorphosis as it adapts to an AI-driven world. I believe having an AI-fluent, agile marketing organization will be a major competitive differentiator going forward. It will be fascinating to see which new marketing roles and team structures become the norm in the coming years. Which potential new marketing roles or restructured teams do you think will have the biggest impact? https://lnkd.in/giT7evyq ___ I'm Lawrence Lo and I help #DTC & #ecommerce brands grow! Visit my website to learn more. Like + Follow + 🔔 for daily marketing news.

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There's a lot to unpack about Perplexity deciding to push ads through its AI interface. It should be a benchmark for how consumer behaviors are changing around the speed and depth of access to relevant information. The platform only boasts around 15m users so the ads will only hit a relatively small base compared to Google; however, I'll argue that Search has been ruined by AI-queries flooding the coveted "first-page" of results which is also prime real estate for ads. The function was already in steady decline and the results are becoming more and more questionable (e.g. glue on pizza). The plagiarism claims around AI could also scare of advertisers. I'm curious to know who the first adopters are for advertising and interested to hear their perspectives on how/why they factored this into their marketing strategy. #artificialintelligence #ai #advertising #ads #digitalmarketing #digitalcontent #google #perplexity #consumerism #consumerbehavior #consumerinsights #analytics

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CMOs, navigating your first 100 days? The latest CMO Success Guide from SBI, The Growth Advisory and The Pedowitz Group offers practical insights to help you excel in your new role. Whether you're aligning your strategy, refining your go-to-market approach, or leveraging AI for efficiency, this guide provides valuable benchmarks and best practices. Dive into topics like establishing a Revenue Growth Office, setting sales goals, and achieving marketing and sales alignment. Explore these actionable strategies and set the foundation for your success. 👉 Read the CMO Success Guide https://lnkd.in/eaDj3gBn #CMOSuccess #MarketingLeadership #RevenueGrowth #ThePedowitzGroup #SBIGrowth

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We are in the height of the primary and election season, so I thought this recent study of 15,000 consumers from 15 countries was timely. In the U.S. , 88% of respondents believe that brands are doing things they consider political or politically motivated. The two highest responses in the survey as to what constitutes a "political act"? 1. Taking a stand on an issue 2. Using social platforms that host extremists Well good luck on finding a social platform devoid of extremists! As fare as taking a stand on issues , a majority of respondents believed that when a brand is under pressure to take a side on a controversial or political issue, they must take a position rather than stay silent. Why? Because the respondents believe if the brand stays silent, they assume it's doing nothing or hiding something. The findings suggest that brands shouldn't bow to pressure once they've taken a stand, and they should defend their decision based on values. So my advice is simple. Dust off the brand values, mission, and vision statements... and make your decisions on taking a stand based on what your brand stands truly for! If you don't know the answer, we can help. Good luck and if you have any advice for marketers or experiences, please share!

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"Purpose is dead. Long live purpose!" Two or so weeks ago, I had a thought-provoking conversation with Ken Beaulieu, head of the Association of National Advertisers' Center for Brand Purpose, about whether marketers are truly moving on from purpose or if it's simply evolving into something more profound. Ken shared research he conducted this past Spring with Internationalist Insights and was curious to learn my take on what it said about the evolving role of purpose in today's complex landscape. Some key topline insights I shared with Ken include: 🔍 Purpose: Evolving, Not Fading Despite sentiment among some marketers that purpose is "one and done," the ANA-Internationalist research reveals that purpose is very much alive and evolving. While 85% of marketers acknowledge that insubstantial purpose can harm a company, a strong brand purpose remains a “North Star” for organizational alignment and impact. 🔗 Beyond Marketing: A Holistic Commitment Purpose is maturing into what it is meant to be: much more than a marketing strategy. It's a company-wide effort transcending PR tactics, one that requires the commitment of the entire organization, from the C-suite to front-line employees to ensure it is embedded into brand DNA and business operations. 💡 Five Guidelines for Embracing Purpose: 1. Align Purpose with Organizational Goals: Purpose is most effective as a driver of decision-making and operations, not a stand-alone initiative or after-thought. 2. Communicate Authentically: Sincere messaging, backed by tangible actions, is crucial for resonating with all material stakeholders. Empower Stakeholders as Advocates: Engaged communities amplify brand reach and grow impact. 3. Cultivate an Ethical Supply Chain Across Sectors: Partnering with nonprofits and maintaining responsible practices enhance the honesty of purpose. 4. Embrace Continuous Improvement: Purpose is an ongoing tool for risk management and innovation. When activated effectively, purpose serves as a strategic compass for modern brands, guiding them to navigate today's shifting social landscape more fluidly. Embedding purpose in a brand’s DNA and business operations cultivates genuine engagement, enhances social impact, and drives profitable growth. For more in-depth insights, read my full article on the ANA's Industry Insights blog. (https://lnkd.in/eX7uGgcR) What do you think about purpose in today's landscape? Is it one and done or is its role evolving? Share your thoughts in the comments below! #Purpose #MarketingStrategy #Growth #Performance #CorporateResponsibility #SustainableBusiness #SocialImpact #BrandCitizenship #DoGood

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Great to join Jess Bahr on her Marketers Talking Podcast to dive into the complexities of rebranding and brand transformation. From aligning stakeholders to trademark considerations and measuring success, our discussion provides valuable insights for organizations undergoing a rebrand. #rebrand #rebranding #branding

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Last Fall, The CMO Survey sought the insights of hundreds of marketing leaders and found a 6.2% rise in sales, a 7% rise in customer satisfaction, and a 7.2% drop in marketing overhead costs, all thanks to the increased use of AI (which, at the time, a full 60.4% had only started using in the previous 12 months). For the recently released Spring edition, the research — from Deloitte, the American Marketing Association, and Duke University’s Fuqua School of Business — found continued AI successes, with a 5.1% improvement in sales productivity, a 6.1% improvement in customer satisfaction, and a 7% drop in marketing costs. Even with these positive impacts, the report had caveats. “Despite the media hype, companies are using generative AI only 7% of the time in marketing activities,” the report says, “with smaller companies (<$10M in sales use it 11.6% of the time) and Services companies (average 9% of the time) using higher levels. For the marketers who are integrating generative AI into their marketing organizations, challenges abound, including the most vexing as ‘minimizing bias’ and ‘investing in necessary hardware.’” When it comes to large language models, the research found that 39% have not yet used LLM tools. Between that massive group and the large percentage of marketing activities still not being optimized by marketers, Duke professor Christine Moorman says it all points to a “massive opportunity.” My money is on that opportunity amounting to even higher rises in sales, satisfaction, and savings. #AImarketing #marketingtrends #marketinggrowth #marketingsales #AIopportunities #publishing #publishingindustry #digitalpublishing #mediapublishing #AIsoftware #AImarketingsoftware #digitalmarketing #digitalmediamanager #digitalmediamanagement #MarketingManager #MagazineManager (Photo Source: The CMO Survey)

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**Diverse Segments Represent Business Growth: Are CMOs Investing Accordingly?** I recently read an insightful article by my colleague Isaac Mizrahi, CEO of Alma on Forbes that delves into a critical question for today's marketers: Are CMOs investing appropriately in diverse segments? As we approach the second half of the year, companies are reassessing their business projections amid an uncertain macroeconomic scenario. With inflation and high interest rates impacting consumers, brands are seeking growth opportunities beyond price increases. Diverse segments present a promising avenue for growth. According to the latest U.S. Census report, Hispanic, African American, and Asian American consumers now represent 100% of the country's population growth and a significant share of business growth across various categories. Isaac's analysis of data from the U.S. Bureau of Labor Statistics reveals that between 2017 and 2022, total annual aggregate spending per household increased by 25%. Notably, the combined diverse segment experienced a 42% increase in expenditure, outpacing the non-Hispanic white segment, which grew by only 19%. Household purchasing power also surged, with the Hispanic segment growing by 46% to $1.3 trillion, the African American segment by 35% to $1.0 trillion, and the Asian American segment by 47% to $0.7 trillion. These segments now represent 30% of America's household purchasing power, up from 26% in 2017. Despite these numbers, many CMOs still view diverse segments as an extension of the general market, relying on single, broad-reaching ideas. However, connecting with diverse consumers requires a balanced mix of inclusive and culturally specific approaches, leveraging influencers, social media, and digital channels to amplify culturally relevant messages. Ignoring the significance of diverse segments, especially among Gen Z and Gen Alpha, could be a costly mistake. These consumers demand recognition of their whole identity, including ethnic pride and belonging, influencing American culture in music, fashion, food, sports, language, and entertainment. Marketers must invest strategically in diverse consumer segments to achieve substantial growth and become market leaders. It's time to put marketing investments where the growth is. Which side will you pick? #Marketing #Diversity #BusinessGrowth #ConsumerTrends #CMOs #EthnicMarketing #hispanicmarketing

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