Mark Lorion shares 5 things he has learned as a CMO. He emphasizes the importance of truly understanding customers through direct engagement with them, using both qualitative and quantitative research. Lorion also stresses focusing on delivering unique value and differentiation to customers, and ensuring marketing alignment with customer needs. Additionally, he recommends marketing teams think broadly about all digital touchpoints and how marketing can improve the overall customer experience.

1. Confessions of a CMO:
5 Things I wish I knew then that I know now…
Mark Lorion
CMO, Apperian
1
Email mlorion@apperian.com
Twitter @mark_lorion
Blog http://www.marklorion.com

6. Routes driven
Driver skill
Shifting and braking
Engine tuning
Fuel, tires

11. If you can’t explain it
simply, you don’t
understand it well enough.
­­ Albert Einstein

16. The more you know
about your customers…
Sharper and more
relevant
messaging
Smarter selection of
marketing tools and more
effective use of them
Maximum
IMPACT
of
Marketing

17. Understanding of Audience
Their Needs
Value you deliver Uniquely
Benefit over Alternatives
Enabled by your differentiation
Alignment feeds effectiveness

18. NSL(Never Stop
Learning)
Too much focus with
“front half”
Very risky with
recurring revenue
business models!
Use digital tools and
analysis throughout full
360°

19. > Every single Marketing team member needs to meet and listen to
real live customers  use MBO’s to motivate this
> Invite customers to call into your team meetings
> Randomly call existing customers throughout the year
> Form and hold Customer Advisory Board(s)
> Hire from your target industry – these are not experienced marketing
people!
> Instrument your product to understand real usage
How I’ve learned to learn about customers

20. > Don’t rely on personas developed by Product Team… work from
them, but add your own texture based on real interviews with real
customers…  focus on messaging, value and differentiation
> Surveys don’t replace real interactions… but…
> Survey your customers at various points (yearly “relationship survey”
and “transactional surveys”)
> Use Marketing Automation system and measure engagement with
existing customers (e.g., sharing product release notes, newsletters,
etc.)
How I’ve learned to learn about customers (cont.)

22. Good Product / Market Fit
•The market pulls product out of a company
•Usage is growing just as fast as you can add
more servers…
•Money from customers is piling up in your
company checking account, which allows you to
invest quickly…
•You're hiring sales and customer support staff
as fast as you can…
•Reporters are calling because they've heard
about your hot new thing and they want to talk to
you about it…
Weak Product / Market Fit
•The customers aren't quite getting value out of
the product…
•Word of mouth isn't spreading…
•Usage of your product isn't growing that fast…
•Press is hard to obtain, reviews are kind of
"blah”…
•The sales cycle takes too long, lots of deals
never close…
•Customer Acquisition Costs (CAC ratios) are
expensive and don’t improve much with scale
Understand where you are with Product / Market Fit
Based on blog post from Marc Andreesen “The Only Thing That Matters”

24.  Competitive research
 Capture “real” win and loss
 Talk with customers about adjacent
problems
 A/B test messages
 Watch for earlier signals with your
website and content
 Trends with Social Media
 Then share and present to
any and all at your
company

28. Roles are still evolving…
GAPS more likely than
overlap!
Think about every single
digital touch point affects
your customers and
prospects
…including your software
itself!

29. Think beyond your immediate role!
Don’t execute digital programs blindly…
- Are we in the right markets?
- Can digital improve the way your Product operates and
customers experience it?
Help your company think about Marketing
- Help everyone see how their work and writing impacts
customers and prospects
- embrace and look for Growth Hacks
- invite ideas for blog posts, guest speakers, etc
- enlist the entire company for social media
Marketing isn’t just for
Marketing

31. “Putting it out there” and publishing
your position and “voice” forces clear
thinking and clear messaging
Active writing leads to active listening
Earning an audience requires adding
value to the audience and alignment
to their needs
Maintaining cadence requires real
discipline… and it makes better
reviewers

32. Try it yourself!
write about your profession, not just your products

33. Reading a lot
makes writing easier
Writing a lot forces clarity
It’s really hard to tell
compelling stories that
resonate
(but practice makes you
better)
Compelling messages
ultimately drive marketing
effectiveness

34. 1. Marketing tools matter less than what you put in them
2. Listen to your customers
3. Really understand why people buy
4. Look everywhere in your for value Marketing can add
5. Better writing helps drive Marketing effectiveness
Good luck!

35. Thank You
Mark Lorion
CMO, Apperian
35
Email mlorion@apperian.com
Twitter @mark_lorion
Blog http://www.marklorion.com