When is it time to pivot from an underperforming investment– Camela Thompson // CaliberMind

Marketing leaders operate with a lean budget and must make long and short-term investments. Balancing both types of investment is critical; sadly, not all investments deliver the results we expect. When do you recognize when something's not working? And when do you decide to back off and move on to something else? Join the conversation as Camela Thompson, VP of Marketing, CaliberMind, discusses knowing. when to pivot from underperforming marketing investment.
About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

Show Notes

  • 03:47
    As a marketing leader, how are you tracking and handling underperforming marketing investments?
    No matter how advanced your company is, there is room for growth. As a marketer, your job is to make strategic marketing investments to drive that. The problem is when and how do you recognize when something's not working and pivot?
  • 07:24
    Long term marketing investments that can deliver short
    It is hard to argue against content marketing as a long-term investment in SEO and ready-buy leads. However, if done strategically, it can also be a machine for short-term lead generation.
  • 10:19
    Balancing lead generation and sales enablement
    One of the many pivots marketers often make balancing lead generation efforts with the companys capacity for sales enablement despite the momentum they have built up. It is a significant drawback for companies with small teams and limited resources.
  • 13:26
    Drowning in data, starving for insights. It's a common affliction.
    Its great to explore your data pool and try to generate insights. Still, it is critical to identify top-line indicators early to protect your marketing investments.
  • 14:31
    Make the call first
    If your investments arent performing, be the first to call it. Dont let somebody spring it on you.

Quotes

  • "One of the hardest investments to track and make a determination on is paid. We rely so much on UTM parameters to track all of that back that we're relying on humans to enter text in the perfect format so we can keep tracking it back. And how often does that happen?" - Camela Thompson

  • "I'm a content marketer at heart. My best foot forward is always arguing for content marketing. And the way I do that is through experimentation. We have a content strategy that we roll consistently. We're constantly putting out articles, this cadence, epic pieces at this cadence, the drill. What I like to layer on top are just strange experiments to see whether or not we can also drive short term." - Camela Thompson

  • “It turns out the internet likes me being a bit of a fool on LinkedIn cause whenever we do something humorous, and it plays to the marketing op side, and it gets that emotional cord going, we see an uptick.” - Camela Thompson

  • “If you're waiting until the end of the quarter to look at your data, it's too late. Do not let somebody spring it on you.” - Camela Thompson

About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

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