The antidote to treadmill marketing with Susan Ganeshan

Welcome to another episode of 3-Minute-Marketing, the world’s most binge-worthy marketing podcast, offering the highest value per minute. We talk to some of the leading marketing minds in the world and ask them for three-minute chunks of brilliance. Today I’m super excited to have Susan Ganeshan with us. Susan is a superstar CMO in B2B circles and is currently with Clearwater Analytics. She was previously with Granicus and has served as fractional CMO for several B2B high-tech software companies. Book a 30 minute call Blog posts are great! But sometimes, it’s just easier to talk it out. Reserve 30 minutes with a strategist and get 30 hours worth of value. Book a call My question for Susan is, “what’s the antidote to treadmill marketing?”. Show notes: * Almost every organization has a “gravitational pull to events”. * Salespeople will often ask for one-off custom pieces and they truly believe that every client’s unique. This is treadmill marketing: you’re running really fast and producing pieces for the sales team, but you’re going nowhere. * Tranisition your team from a simple campaign into a series of premier campaigns. Instead of going to one event, hoping you find some leads, and not following up, you can transition that into a premier campaign. * In every marketing plan, there’s room for premier campaigns and simple campaigns. * Start with the sales team, asks them what’s working, what challenges the customers have, and what themes they’re going to march at for the next six months to a year. * Partner with organizations like Webmechanix, or even people within your own organization that know what the customer’s struggled with, to surround the premier campaign with a cornerstone asset, which all the other tactics are placed up against. This includes social posts, paid media, infographics, etc. * Pepper simple campaigns in between premier campaigns to keep the lead flow going.