On “Digital Champions,” our host, Greg Kirkham, speaks with experts and professionals from across the country operating in the digital marketing and media space. In this segment, Greg spoke with Jessie Warner of Achieve CMO.
Short company description: Achieve CMO provides fractional Chief Marketing Officers to growing companies. Rather than hiring a full-time marketing leader, we work on a fractional basis for 20 to 40 hours per month. We start with a strategy meeting, where we establish KPIs and build out a project backlog. We then go into execution mode and start knocking off the projects one-by-one, with the primary goal of increasing revenue and getting work done.
What was your first job in Media?:
I was the Marketing Director for a small family-owned company called TEL Electronics.
What is the biggest change in marketing that you see coming in the next 2 years?:
The wide-spread adoption of AI
List any trade organizations or groups that you belong to, if any:
Local Chambers of Commerce, ConnectShare
Why is it important for a business to hire an outside ad agency as opposed to having just an internal marketing director?:
Agencies often have marketers with years of experience that can jump start your marketing efforts without having to go through the learning curve. They also work with a lot of different companies, so they have a broader perspective on the challenges businesses face.
What is one tip that you would give when it comes to digital marketing?:
Crawl, walk, run into your digital marketing efforts. Start with small budgets and learn what works. Iterate often and make changes until the campaign is delivering ROI. Make sure you have statistically significant data before making decisions. Once you find a winner, increase spend.