One of my favorite sessions at the C-level track in San Jose was “The view from the CMO’s office”. This very lively panel (panels with Kevin Ryan are always lively) gave some great insights into why the CMO doesn’t get the SEO. Liz Miller – Vice President of the CMO council was an excellent panelist. She gave some really good down to earth advice and was very funny when she referred to us as the ‘nerd herd’The panel closed with all panelists giving sound advice to the SEO’s on how to work better with the CMO.
- Passion is good but save it until you know them better. Do not over do it. Educate first before showing your passion.
- Crazy is bad (although I do not know why Kevin would say that!!).
- Do not get personal. Its none of your business that they water ski that is their hobby. Liz said it creeps her out when people get right into personal conversations. Despite the wealth of information available out there about anybody on the web do not act like a stalker.
- Always come prepared with a business case, do your research into the company and try to have a pre-presentation call to hear the pain points and address them in the presentation.
- Ask yourself, “If I was presented with this proposal would I walk into the CFO’s office and ask for money” Remember that is often what the CMO has to do make sure they have a strong case.
- Do not be generic be specific, More web traffic is good will not work, but more web traffic from these search terms will increase your traffic by X and based on the current conversion rate the percentage conversion will result in X # of $’s will help.
- Find the pain points ask and listen.
- Customer references are critical.
A Great session and another great SES San Jose. There is a rumor that it is moving to San Francisco next year now count me in…
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