Your CMO Mentor

How do you get a CEO behind a marketing idea you can't prove with numbers? In this one, Roger Dudler, founder and CEO at Frontify, and Digge Zetterberg Odh, CMO at Frontify, joined us to talk about CEO buy-in.We got into why the best conversations with a CEO start from shared excitement, what moves a CEO to yes when you can't put a number on the idea, why the basics have to work before you ask for anything, how starting small builds trust, and why tying an idea to the company's current priorities makes it an easier sell. Roger and Digge also got into why good selling comes down to understanding the other side, and finished on a scenario from Dan, a marketing manager in a company of about 2,000 people, whose director likes his brand project but whose CEO has never heard of it. Recorded live at Paradigms, the conference by Frontify.Roger Dudler: https://www.linkedin.com/in/rogerdudler/Digge Zetterberg Odh: https://www.linkedin.com/in/diggezetterberg/Frontify: https://www.frontify.com/en/lp/frontify-mm-demo-request?utm_campaign=42850690-%5B2026-04%5D%5Bg%3Auk%5D%5Bl%3Aen%5D%5Bt%3A3rd-party%5D%5Ba%3Aim%5D%5Bicp%3Amix%5D%5Bc%3Amarketing_efficiency%5D%5Bs%3Atmm_partner_demo_offer%5D&utm_source=3rd-party&utm_medium=tmm&utm_term=newsletter&utm_content=partner_promo_______Timestamps:00:00 - Introduction03:12 - The School of Video03:55 - Quickfire round06:15 - Advice they wish they'd had earlier09:20 - Confidence without losing your humility12:40 - Lessons from mentors21:17 - Proving the value of marketing to a sceptical boss21:48 - Selling a brand idea you can't prove26:34 - What moves a CEO to yes29:17 - A CMO's view on earning the yes33:42 - Starting small to build trust35:54 - Educating a CEO about brand41:00 - Good selling is understanding the other side43:07 - Advice for Dan_______If you enjoyed this, please like and subscribe - it helps us reach more marketers like you.Join 35,000+ marketers getting our weekly newsletter (it's free): https://themarketingmeetup.comListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9_______This episode of Your CMO Mentor is brought to you by Weglot.Weglot: https://www.weglot.com/t/lp?utm_source=livesession&utm_medium=media&utm_campaign=nospecificcampaignTMMWeglot 2.0 for WordPress launched on 30 September, with MCP support, image translation, and a new AI translation model. They've also launched a new campaign, "You mean Weglot", which picks up on a lot of marketers' pain points.

How do you keep a brand consistent without holding your creatives back? In this one, Jason Wood, Brand & Creative Lead at BT Group, joined us to talk about creative boundaries and how to build a brand playground.We got into how brand consistency works across the brands in BT Group, brand modes that give creatives generous boundaries to colour in, how to dial a brand up or down for a sports crowd or a billboard audience, guidelines split into core and expert layers so nobody gets buried in detail, and why taste is so hard to train across a big organisation. There's also a question from a marketing manager in the community about folding a company brand and a much-loved product brand into one when the CFO wants to save money. Jason also shared the park ranger idea he picked up from a former manager at Virgin, an alternative to being the brand police. Recorded live at Paradigms, the conference by Frontify.Jason Wood: https://uk.linkedin.com/in/jason-wood-b181b559_______Timestamps:00:00 - Introduction01:48 - The School of Video02:31 - Quickfire round04:03 - Advice he wishes he'd had earlier05:31 - A mentor's lesson: the park ranger06:53 - Brand consistency across several brands07:50 - Creative boundaries with agencies08:55 - Brand modes: a playground for creatives09:19 - How to build a brand playground11:08 - Brand guidelines in the real world12:30 - Taste across a whole organisation14:05 - Guidance that shows what good looks like15:02 - Merging a company brand and a product brand_______If you enjoyed this, please like and subscribe - it helps us reach more marketers like you.Join 35,000+ marketers getting our weekly newsletter (it's free): https://themarketingmeetup.comListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9_______This episode of Your CMO Mentor is brought to you by Weglot.Weglot: https://www.weglot.com/t/lp?utm_source=livesession&utm_medium=media&utm_campaign=nospecificcampaignTMMWeglot 2.0 for WordPress launched on 30 September, with MCP support, image translation, and a new AI translation model. They've also launched a new campaign, "You mean Weglot", which picks up on a lot of marketers' pain points.

Your rebrand is live, but the app still looks like the old brand. In this one, Vish Kapoor, Design Language and Visual Design Lead at Lloyds Banking Group, joined us to talk about how to run a rebrand across brand, design, and product teams.We got into what it took to reimagine a 260-year-old brand, including why the digital team worked alongside the branding agency while the new brand was still being built, when consistency is worth the fight across thousands of people, and why Vish runs open support sessions instead of an approval process. He also shared how he'd mentor a marketing manager whose new brand hasn't reached the product yet, without it turning into a turf war._______Vish Kapoor: https://www.linkedin.com/in/vishal-kapoor-178405b5/_______00:00 - Why designers should honour their craft00:41 - Meet Vish Kapor, Lloyds Banking Group01:56 - School of Video02:39 - Welcome to the interview03:08 - When Vish is happiest: being of service06:25 - The advice he wishes he'd had earlier: take your time10:17 - The best lesson a mentor taught him: care for the craft14:42 - Reimagining a 260-year-old brand15:46 - What to think about in week one of a rebrand16:46 - Why relationships hold a rebrand together21:13 - When brand consistency is worth the fight25:40 - Community scenario: closing the gap between brand and product_______If you enjoyed this, please like and subscribe - it helps us reach more marketers like you.Join 35,000+ marketers getting our weekly newsletter (it's free): https://themarketingmeetup.comListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9_______This episode of Your CMO Mentor is brought to you by Weglot.Weglot: https://www.weglot.com/t/lp?utm_source=livesession&utm_medium=media&utm_campaign=nospecificcampaignTMMWeglot 2.0 for WordPress launched on 30 September, with MCP support, image translation, and a new AI translation model. They've also launched a new campaign, "You mean Weglot", which picks up on a lot of marketers' pain points.

Most of us know market research matters, but how many of us actually make time for it? In this one, Johann Wrede, CMO at UserTesting, joined us to talk about market research across the funnel.We got into why curiosity might be the one trait every good marketer needs, why going slow can actually help you move faster, and the surprisingly small number of people you need to talk to before you properly understand your audience. Johann also shared why a customer's face on camera can shift a boardroom decision faster than any spreadsheet ever will.Johann Wrede: https://www.linkedin.com/in/johannwredeUserTesting: https://www.usertesting.com/______Timestamps:00:00 - Introduction05:02 - Quickfire round09:54 - His dream mentor14:10 - Market research deep dive22:38 - Why teams skip research36:44 - Testing before committing44:04 - Winning over skeptical boards53:52 - Advice for Emma_______If you enjoyed this, please like and subscribe - it genuinely helps us reach more marketers like you.Join 35,000+ marketers getting our weekly newsletter (it's free): https://themarketingmeetup.comListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9_______This episode of Your CMO Mentor is brought to you by Weglot.Weglot: Translate your site in minutes and reach a wider audience with Weglot - multilingual content, managed effortlessly, no code needed.

How do you build a marketing team from scratch? Nathan Rawlins, CMO at Lucid Software for over nine years, joined Joe to share exactly how he'd approach it, along with the leadership lessons that have kept him in the same role well past the average three-year CMO tenure.What Nathan covers:How to build a marketing team from scratch in your first 90 daysHow to prove marketing's worth to your CEO and boardHow to know when to do the unscalable thing instead of chasing scaleWhy understanding the whole business, not just your channel, makes you a better marketerWhat's actually kept him in the same CMO role for nine yearsTimestamps:00:00 - Introduction03:19 - When Nathan is happiest05:27 - Most underrated marketing skill08:17 - Nathan's dream mentor10:35 - Best lesson from a mentor13:11 - Advice for his younger self14:43 - Growing a team over nine years36:41 - Proving marketing's worth to leadership43:01 - Building a team in 90 daysIf you enjoyed this, please like and subscribe - it genuinely helps us reach more marketers like you :)Join 35,000+ marketers getting our weekly newsletter (it's freeeee): https://themarketingmeetup.comListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9