The rise of the part-time CMO

There has been a growing demand for part-time CMOs, also known as fractional CMOs, in large enterprises where transitional or short-term functional leadership roles need to be filled. According to a recent report by the CMO Council sponsored by part-time CMO service provider Chief Outsiders, this need is due to CMO transitions, lack of specific skill sets, new competitive market conditions, diversification, market expansion, restructuring, acquisition, rapid growth, or a changing business model.

Marketing team reorganisation (62%), CMO termination or leadership failure (50%), and global expansion or new market entry (48%) were the top three reasons why business leaders are turning to part-time CMOs for help. These reasons stem from the fact that modernisation of marketing organisation, systems and operation is required to ensure the company is able to meet consumers’ needs.

graphic showing uses for part time CMOs

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SaaS | UCaaS | Enterprise Software | Healthtech | Data Storage & Networking | Claims Processing | Data Analytics | E-Commerce | Maritime Tech | Wireless Network Systems | Universities | Manufacturing | Agriculture | Construction

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Website content and all attachments are the property of Harris CMO Partners LLC  2021

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32306 N. Course VW
Franklin, TN 37067

(615) 200-6336

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How Apple stomped its #1 competitor…

In 1997 Apple was in a shambles.

That was the year Michael Dell, riding the coattails of a brilliant distribution strategy and booming laptop sales, stated that if ran Apple he’d shut it down and return the money to the shareholders.

This paper unpacks aspects of Apple’s marketing strategy including how it makes key management decisions in new product development, new markets, customer loyalty and others.

Read this to gain an understanding of Apple’s truly unique competitive strategy…how it leverages its strengths and compensates for weaknesses. A highlight of the paper is how Apple took on consumer electronics giant Sony to create a market cap that is now ten times that of Sony’s. 

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We've helped clients in:

SaaS | UCaaS | Enterprise Software | Healthtech | Data Storage & Networking | Claims Processing | Data Analytics | E-Commerce | Maritime Tech | Wireless Network Systems | Universities | Manufacturing | Agriculture | Construction

Contact us

Location – Nashville, TN (U.S. Central Time)

 

Website content and all attachments are the property of Harris CMO Partners LLC  2021

Harris CMO Partners
32306 N. Course VW
Franklin, TN 37067

(615) 200-6336

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Best B2B Content Marketing

Creating B2B content that gets shared...a tech company example

It’s fairly easy.

Creating the best B2B content marketing for technology and other companies is relatively simple, even if you skirmish with ideas, grammar or writing. Here’s how to make it easy and enjoyable.

Best B2B content marketing – 1 step at a time.

So you want to create the best B2B content marketing ever?

The best content focuses on a single, current industry hot button. Think user challenges, cost, support, adoption and integrations, for starters.

Keep your eye on the ball. The knowledge you’re distributing will help someone do their job better.

The most effective B2B content

  • Case Study 55% 55%
  • Best Practices 53% 53%
  • How-To Guides 47% 47%
  • Market Trends 43% 43%
  • Product Features 24% 24%
  • Competitive Comparisons 17% 17%

Next steps

To create the very best B2B content marketing, the next step is to go through this short exercise, jotting down a few bullet points.

1. Background: usually a recent trend in your industry, vertical or market space around this topic.

2. Current challenge: a B2B challenge is almost always described in terms of time and money wasted.

3. Your experience: ‘we’ve seen this happen with some of our customers’.

4. Your recommendation: ‘based on this, I recommend…’ It’s fine to recommend something your solution fixes. Just don’t mention your company, product or service.

5. Conclusion: the best B2B content marketing conclusions begin with next steps.

Example: an article for a tech company

You are with a company that sells file management software to certain verticals. Here’s how you would create a piece for an enterprise data storage audience focused on the life sciences vertical.

1. Background – Life sciences is creating petabytes of unstructured data through genome and related projects that have complex workflows with lots of technical and/or rich content. This leads to soaring storage and IT costs for those companies.

2. Widespread Challenge – Data storage costs are skyrocketing and overburdened IT staffs need a way to push file management down to the business user, in this case the research scientist. Allowing the researcher to determine what, when and where to archive data for later retrieval will migrate data to lower cost storage and save huge amounts of time and expense for IT teams.

3. Your Experience – Recently we’ve seen next-generation enterprise software solutions that solve this problem. With ROI focused architectures, these solutions are ideal for cloud computing and object storage.

4. Your Recommendation – Look for software companies that offer cloud file management across multiple storage locations. Fashion a bullet list that, of course, highlights your company’s competitive advantages without ever mentioning the name of your company or product.

5. Conclusion – There’s no longer a mandate for IT departments to keep adding costly near term storage. Nor is it necessary for IT teams to bear the labor brunt of mediating between business users of data and storage archives.

Write or delegate

With those simple bullet points you have an outline for an article. And you’re on the way to creating top B2B content marketing.

Once you’re happy with your bullet points it’s time to write the article or delegate to someone else. If you delegate make sure it’s someone who knows your company, products and markets.

For written posts aim for a minimum of 1,000 words because search engines won’t take you seriously otherwise. Search engines like to see more than the minimum.

 

Create a headline

Next, look at what you’ve created and think of a seven word headline that grabs someone’s attention and gets you found by search engines. Potential headlines for this article could be:

  • Overwhelmed By Unstructured Data? Here’s Good Medicine.
  • Need Relief For Your IT People?
  • The Unstructured Data Tsunami. Here’s How To Manage.

 

Finally, notice how easily this article can be converted for an audience in a different vertical.

Ninety percent of this content can also apply to industries with rich content or technical workflows including Media & Entertainment, Oil & Gas, Software Development and others.

So with relatively little effort you now have interesting, relevant content that can be blogged, tweeted and posted multiple times across multiple verticals for several weeks.

About Mike Harris

Mike is the founder of Harris CMO Partners, a Nashville based firm offering on demand CMO services for SaaS and tech companies.

He enjoys writing about what's working in B2B sales and marketing.

Contact us

Location – Nashville, TN (U.S. Central Time)

 

Website content and all attachments are the property of Harris CMO Partners LLC  2021

Harris CMO Partners
32306 N. Course VW
Franklin, TN 37067

(615) 200-6336

Privacy Policy