Decoding CEO Expectations: The Evolving Role of Marketing Teams

Decoding CEO Expectations: The Evolving Role of Marketing Teams

In today’s rapidly shifting business landscape, the relationship between Chief Executive Officers (CEOs) and their marketing counterparts has entered a phase of renewed confidence and heightened expectations. According to the latest insights from the third annual CEO Study on Marketing and the CMO by Boathouse, there’s a notable uplift in how CEOs perceive the performance of their marketing leaders and teams.

What CEOs Want from CMOs

Rising Confidence in Marketing Leadership

A striking aspect of the study is the growing confidence CEOs have in their CMOs. An impressive 26% of surveyed CEOs from top US companies awarded their CMOs an “A” grade for overall performance, a substantial increase from 16% the previous year. Furthermore, 40% of CEOs now consider their CMO to be “best in class,” marking a significant rise from previous years. This upward trend in confidence extends to the marketing function as a whole, with nearly half (49%) of the CEOs rating their marketing capabilities as “best in class,” a notable leap from just 24% the year before.

The Bottom Line: Growth and Revenue

But what has contributed to this surge in confidence? At its core, the answer revolves around the bottom line—growth and revenue. CEOs are increasingly looking to their marketing teams to solve critical challenges centered around these areas. The primary task? To create and retain customers to drive revenue growth. This mandate remains a cornerstone of marketing’s role, reflecting its pivotal contribution to a company’s financial success.

CEOs have laid out clear priorities for their marketing teams, emphasizing the need to drive sales, grow market shares, and outpace the competition. These goals highlight the strategic importance of marketing in not only attracting customers but also in defining a company’s standing in the market.

Branding and Narrative: More Than Just Revenue

However, it’s not all about revenue and market share. CEOs also prioritize brand-related objectives, such as improving brand reputation (41%) and transforming the company’s narrative in the marketplace (40%). This aligns with the broader understanding that a strong brand and reputation are intertwined and crucial for long-term success.

Beyond the Traditional: Social Impact and Innovation

Despite their focus on growth and branding, CEOs are also aware of the broader role marketing can play. Areas such as social impact, investor perception, and product innovation, though not ranked as top priorities, are still on the CEO’s radar. This acknowledgment points to a nuanced understanding that, while growth and revenue are paramount, long-term success also depends on innovation, social responsibility, and effective communication with investors.

This evolving CEO perspective signals a shift towards recognizing the multifaceted role of marketing in driving not just traditional outcomes like sales and brand awareness but also in shaping the company’s strategic direction and growth. As marketing teams continue to rise to these challenges, their alignment with the CEO’s vision will be critical in navigating the complexities of today’s business landscape and achieving sustained success.

About the Data: The results are based on an October 2023 survey of 150 CEOs from top US companies with at least $250 million in annual revenues. The question about the top problems that CEOs want marketing to solve was answered by half of the sample.


For help with your marketing, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Social Media Trends: How America Watches, Shares, and Connects

Social Media Trends: How America Watches, Shares, and Connects

In the evolving world of social media, keeping up with platform popularity and usage trends is essential for marketers, content creators, and users alike. It has become an integral part of our daily lives, shaping the way we connect, share, and consume information.

A recent Pew Research Center study reveals the current state of social media platform use among US adults, and offers valuable insights into demographic preferences and platform adoption rates.

Social Platform Use 2024

YouTube Leads The Pack

YouTube continues to dominate as the most widely used social media platform for a diverse audience, with an impressive 83% of US adults tuning into the watch videos. This marks a slight increase from 2021, signaling YouTube’s enduring appeal across various demographic groups. Interestingly, its popularity spans across genders, with both men (82%) and women (83%) nearly equally engaged. Multicultural groups, particularly English-speaking Asian (93%) and Hispanic (86%) adults, show higher adoption rates, highlighting YouTube’s broad reach.

The platform’s appeal is not limited to younger audiences; while 93% of 18-29-year-olds are avid YouTube viewers, the platform also enjoys high engagement rates among 30-49-year-olds (92%) and has seen a significant uptick in usage among those 65 and older, climbing from 38% in 2019 to 60%. Income and education levels also play a role in YouTube’s popularity, with higher rates of adoption among those in the top income bracket and with higher educational attainment.

Facebook’s Steady Presence

Despite fluctuating trends in social media, Facebook maintains a consistent user base, with 68% of survey respondents reporting usage. While its adoption is higher among women (76%) than men (59%), Facebook’s usage trends vary significantly across age groups, showing a decline among younger adults and a rise in usage among those aged 65 and older.

Instagram’s Growing Appeal

Instagram’s user base is on the rise, reaching 47% of adults, up from 40% in 2021. The platform’s visual nature and dynamic content seem to resonate more with women (54%), Hispanic (58%), and Asian adults (57%), suggesting its particular appeal among these groups. Younger adults (18-29) remain the most engaged, with a significant 78% using Instagram, pointing to its stronghold among the youth.

Pinterest’s Unique Demographic Skew

Pinterest, known for its inspiration-driven content, shows a unique demographic pattern, with significantly higher usage among women (50%) than men (19%). It also stands out for its slightly higher adoption rate among rural adults (36%) compared to urban counterparts (31%), suggesting its appeal across different living environments.

TikTok’s Rapid Rise

TikTok has seen explosive growth, with 33% of US adults using the platform, up from 21% in 2021. The app’s engaging content format appears to be particularly popular among women (40%), Hispanic (49%), and Black (39%) adults. Its highest usage among the youngest adults (18-29) at 62% underscores TikTok’s role as a key player in shaping social media trends.

LinkedIn and WhatsApp: Platforms for Professional and Personal Connections

LinkedIn and WhatsApp each cater to specific needs, with LinkedIn maintaining a steady 30% usage among adults, predominantly among higher-income and educated demographics. WhatsApp, on the other hand, has seen growth to 29% of adults, with notable popularity among Hispanic adults (54%), illustrating its importance in keeping personal and professional networks connected.

Other Platforms and Trends

Snapchat and Twitter/X maintain steady but distinct user bases, with Snapchat being more popular among younger users and Twitter/X showing broader use among higher-income and more educated adults.

Reddit’s popularity continues to rise, especially among men and the 18-29 age group, reflecting broader trends in social media where platforms cater to specific interests and demographics.

BeReal, while newer to the scene, shows potential for growth, particularly among younger adults and women, though its overall adoption remains low.

Implications for Marketers and Content Creators

Understanding these trends is crucial for anyone looking to engage with audiences effectively on social media. The data highlights the importance of tailoring content and strategies to specific platforms and demographic groups to maximize reach and impact. As social media continues to evolve, staying informed about these trends will be key to navigating the digital landscape successfully.

About the Data: The results are based on a May-September 2023 survey of 5,733 US adults (18+).


For help with your social media marketing, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Elevating Lead Quality and Quantity: The Impact of Paid Social and Email Strategies in B2B Marketing

Elevating Lead Quality and Quantity: The Impact of Paid Social and Email Strategies in B2B Marketing

According to the study by Integrate Pipeline360 and Demand Metric, B2B marketers are increasingly relying on paid social media and email marketing to generate leads, reflecting a strategic shift towards digital channels that offer measurable results and targeted outreach. This focus is driven by the dual objectives of improving lead quality and increasing lead volume, challenges that are top of mind for marketers aiming to enhance their sales pipeline and drive business growth.

B2B Lead Generation

However, the quest for more leads doesn’t always end with choosing the right channels. It extends into optimizing these channels to ensure that the leads generated are not only numerous but also of high quality. This is where the complexity of digital marketing becomes evident, as marketers must navigate the nuances of content creation, audience targeting, and data analysis to achieve their lead generation goals effectively.

For companies looking to navigate the complexities of lead generation in this digital age, BersonDeanStevens, Inc. (BDS) offers expertise in crafting and executing lead generation strategies that are tailored to the unique needs of B2B marketers. With a deep understanding of digital marketing trends and the challenges faced by marketers today, BDS is positioned to help businesses enhance their lead generation efforts, ensuring a steady flow of high-quality leads. For those looking to elevate their lead generation strategies and drive meaningful business results, contact BDS for expert guidance and support.

About the Data: The results are based on a November 2023 survey of 437 marketers in the US (50% share) and UK (46%) working at companies targeting B2B (58%) or B2B and B2C (42%) channels.


For help with your lead generation, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

The Secret Recipe for Whipping Up Engaging Content

The Secret Recipe for Whipping Up Engaging Content

Gone are the days of text-heavy blog posts that leave your audience hungry for more. To captivate and engage in today’s digital landscape, you need to serve up an irresistible all-you-can-eat content buffet that’s not only high-quality but also innovative and engaging. This means breaking away from traditional formats and exploring new, creative ways to capture your audience’s attention.

Let’s explore the essential ingredients marketers can use to satisfy and delight their audience.

Visuals: Tantalizing the Eyes and Appetite

Forget boring stock photos. Whet their appetite with mouthwatering visuals like infographics, charts, videos, gifs, original graphics, and even AI-generated imagery. These eye-catching elements can transform your content from bland to brilliant and make complex information more digestible while adding flavorful brand flair.

With user-friendly tools like Canva and Adobe Express (both offer free versions), anyone can cook up amazing visuals.

Podcasts: Audio Amuse-Bouches

Podcasts are soaring in popularity, offering an intimate, screen-free way to connect with your audience. Strategically sprinkle podcast episodes across your menu to build brand awareness and deliver value through stories, educational content, discussions, and industry insights. These AI tools make it simple to turn text into captivating podcasts: Wondercraft, Riverside, and Adobe Podcast.

Remember to promote new episodes through email, newsletters, social media, and your blog for a multi-channel approach.

Interactive Content: Letting Your Audience Sample the Goods

Interactive content invites your audience to actively participate in the experience. Quizzes, games, calculators, image sliders, AR filters, interactive videos, and other digital tools provide value while capturing contact info.

For example, an interactive calculator provides personalized data guiding users through their buying journey while keeping them engaged. To get started, check out Okendo, Quizgecko, and Meiro.

User-Generate Content (UGC): Customer-Crafted Signatures

User-generated content offers authenticity and community. Highlight UGC-like social shares, video testimonials, and reviews to show you value your clients while improving engagement. Some easy-to-use tools include GatherUp, Boast, and TrustPilot.

Time To Dine on Captivating Content!

Like an artful chef, captivating content requires the right blend of visuals, audio, interactive elements, and UGC artfully presented across channels. Serve up your audience a journey that informs, entertains, and provides value. Do this, and your content will leave them satisfied and eager to come back for more.


For help with your content strategy and marketing, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

AI without Strategy = 0

AI without Strategy = 0

In the rapidly evolving world of marketing, artificial intelligence (AI) has emerged as a powerful tool, offering unprecedented capabilities to businesses aiming to enhance their content creation and overall marketing strategies. However, it’s crucial to acknowledge that AI, despite its advanced capabilities, is not a cure-all or magic bullet. It’s a tool that needs a well-thought-out marketing strategy to create transformative content.

AI offers the potential to generate content at scale, analyze data, automate tasks, and personalize marketing efforts in ways previously unimaginable, but AI-generated content requires human direction, input, expertise, and editing. In and of itself, AI content is not always correct, often over-written and not written in context. To be successful with AI, you need someone driving the process.

At BersonDeanStevens (BDS), we understand the delicate balance between leveraging cutting-edge AI technologies and maintaining the human touch that is fundamental to creating marketing content that resonates with your audience. With over 25 years of experience in developing results-driven content, campaigns, and programs, BDS brings a wealth of knowledge and expertise to incorporate AI to boost results.

Whether you are looking for an ally to handle strategic content creation, help train your team on the proper use of AI, or need consulting from time to time, BDS is your go-to resource.


For help with AI and how to successfully integrate it into your business, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

How to Maximize Marketing Results with AI

How to Maximize Marketing Results with AI

Staying ahead of the marketing curve is not just an advantage, but a necessity – especially with Artificial Intelligence (AI). Below are just a few examples (and tools) of how AI can elevate every aspect of a marketing campaign, from targeted planning to insightful post-campaign analysis.

The integration of AI in marketing goes beyond automation. It’s a fundamental shift in how we conceptualize and execute marketing strategies. AI offers unparalleled efficiency, personalization, and scalability in campaigns, setting a new benchmark in marketing excellence.

Tailoring Campaigns with Precision: The Pre-Campaign Stage

AI-Driven Audience Targeting
AI’s capability to analyze and interpret complex data sets enables marketers to identify and target the most receptive audiences. This allows for highly targeted marketing campaigns that speak directly to the needs and interests of your audience.

Content Creation
Imagine a creative assistant that helps generate ideas, themes, and content. AI aids in creating diverse and appealing marketing materials, ensuring your message is both engaging and relevant. 

Campaign Planning
AI tools can assist in campaign planning by predicting market trends and customer behavior, allowing marketers to stay ahead of the curve. 

Engaging Customers: The Active Campaign Stage

Enhancing Customer Interaction
AI can personalize customer interactions by analyzing past behavior and preferences. This results in more engaging and relevant communications.

Real-time Campaign Optimization
AI’s ability to process data in real-time allows marketers to make on-the-fly adjustments to campaigns, ensuring maximum impact and efficiency.

Predictive Analysis for Better Results
AI’s predictive capabilities enable marketers to anticipate customer needs and respond proactively, creating a more dynamic and responsive marketing strategy.

Measuring Success and Learning: Post-Campaign

Insightful Analytics and Reporting
AI’s ability to process and analyze post-campaign data is invaluable. It provides detailed insights into what worked and what didn’t, paving the way for informed decision-making in future campaigns.

Content Lifecycle Management
AI isn’t just about creating content; it’s also about managing it effectively. From identifying the best-performing content to suggesting repurposing strategies, AI ensures your content continues to deliver value over time.

AI Tools

  • Demandbase and 6Sense – Leverage AI and intent data to help identify high-value accounts and audiences to target to help with account-based marketing planning.
  • Drift – An AI chatbot that can have conversational interactions with website visitors to engage prospects. Chatbot data helps inform campaign messaging and offers.
  • Madkudu – Uses AI and machine learning to analyze customer data and make personalized recommendations for marketing campaigns – helping with segmentation and targeting.
  • Adobe Sensei – AI inside Adobe marketing products like Adobe Campaign can assist with campaign planning and optimization by predicting performance and identifying high-value customers.
  • Salesforce Einstein – AI that’s built into Salesforce to optimize the sending of email campaigns, provide predictive lead scoring, and automated personalization.
  • ChatGPT, Claude, Bard, and Microsoft Copilot are general AI platforms that help you brainstorm ideas, and create outlines, articles, blog posts, social media, e-books, emails, ad copy, and more!
  • Persado – Uses AI to generate emotionally intelligent marketing copy and subject lines that drive engagement for email campaigns and other messages.
  • Midjourney, DALL-E, Canva, Kittl, and Adobe Firefly can rapidly create unique images to tell your story. 
  • Sprout Social and HootSuite – Use AI for image and text analysis to help make content recommendations and schedule social media campaigns.

The key is finding AI marketing tools that align with your goals, data sources, technical capabilities, and budget.

AI – Your Strategic Partner for Growth

AI is more than just a technological upgrade for your marketing; it’s a transformative power. It enables a level of precision, personalization, and efficiency previously unattainable. Whether it’s through smarter targeting, creative content generation, real-time personalization, or insightful post-campaign analysis, AI is an indispensable asset for modern marketers.

To achieve your marketing objectives more effectively and efficiently, we recommend you use AI not only in your marketing strategy but throughout your campaigns – in addition to using it for sales, project management, presentations, etc.

Stay tuned for more insights and tips on leveraging AI for unparalleled marketing success.


For help with your marketing and how to incorporate AI, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.