On this episode of The Marketer’s Journey, I interview Stephen Gold, CMO at SparkCognition. Stephen brings a holistic view to his role, having served as CEO and President at his previous companies, Azerty and Aberdeen Group. Trained as an engineer, he later became passionate about marketing and made it his career focus. We discuss the importance of knowing what makes your product relevant, the role of AI in marketing, and why marketers need to tell relatable stories.
Key takeaways from this episode:
- The CMO role is about more than being a great marketer. Stephen has learned that being a great CMO comes down to much more than being an expert marketer. CMOs need to understand their product and the industry inside and out, which means learning how to effectively communicate with leaders across their company and following what's going on in the world that will keep their product relevant.
- Segment your stories and sell solutions. Stephen emphasizes the importance of segmenting the story you tell prospective clients to fit their pain points. The value you bring each buyer will inherently be different, so aim to package the story to be relatable to them and their needs. To manage these different stories, he recommends finding a basic common thread that applies to all of them.
- Sell solutions. Stephen knows that no one is going to raise their hand and ask to be sold to. People lean into stories they find value in and relate to, so marketers need to ensure that the top of the funnel knows what the company can do for them and what challenges they will help them solve.
- AI will be a marketer's best friend. Stephen wants marketers to embrace AI. AI used to be about what it could do for your customers, but now it's about what it can do for you and your communications strategy.