On this episode of The Marketer’s Journey, I interview Jennifer Griffin Smith, CMO of Brightcove. Jennifer is in her sixth CMO role so far, so she has plenty of words of wisdom to share about what it takes to be a great marketing leader. She also shares her perspective on the realities of virtual engagement today, including advice for adapting to this digital-first landscape and ever-shrinking attention spans.
Key takeaways from this episode:
- Jennifer truly takes a holistic approach to internal collaboration. Work closely with engineering and product leads within your organization to develop a solid understanding of what the market needs, what the customers want, and how the team can develop a value proposition that sets you apart from the competition.
- The traditional buyer's journey has evolved dramatically in recent years. Now, the funnel has flipped, which means marketers are tasked with targeting their audience using unique messages and creating advocates. Accomplishing this requires a different technology stack, different resources, and a different mindset overall.
- The average attention span has changed. Jennifer reminds us that over the past few years, the typical buyer’s behavior, daily routines, and expectations have shifted dramatically. For this reason, the entire buyer journey needs to be easily accessible, quick, and to the point.