We are a B2C membership subscription business with global reach. Hiring a COO and CMO. COO is a new role, CMO is replacing an existing (there is a marketing team in place). We're fast growing, so cultural fit is so important...
Here's a trick you can use.
For tech people, search GitHub for people producing code using the tools you require.
For COO people, review videos of people giving talks at industry conferences + tradeshows related to skills you require.
For CMO look at WordPress.tv + conference videos for people with both tech skills + marketing skills.
Sometimes having a CTO with marketing skills is far better than having CMO with tech skills.
Another test/question for CMOs...
"How much are you currently grossing every month from your personal projects."
If you're looking for competent CMO, look for someone making a truck load of money... without ever leaving their house... Then be prepared to pay them even more to get them out of their house.
For both positions personality is very important, but so is know how. However, I would rather have someone with true passion working for me than someone who was too stuck in their own ways. You need someone who is diverse and someone that is willing to grow. None of us know everything and none of are should be still working if we are not willing to be as strong as an oak, but able to bend like a reed when necessary.
When you interview, allow the candidate to elaborate and speak freely. Use open-ended questions and stay away from yes and no questions. Through doing this you can judge the candidates passion for the positions and life.
But in the end it all revolves around marketing.
Boot Strapping or Million Dollar Marketing. Here is the formula.
I am adding information below that I have shared with others.
If you were looking for a doctor, you would go to a hospital. If you were fishing you might use worms even if worms disgusted you. You would not use ice cream to catch a fish even if you yourself love ice cream for obvious reasons. The fish nor the customers don’t care what you like or what you want. They only care about what they want. Customers instinctively think “What’s in it for me?” Understanding this is the key to marketing. And understanding marketing is the key to get whatever you want in life or business.
For investors, try contacting owners of existing similar companies. They have more money and experience than you. Have them sign an NDA when possible before discussing your business proposition.
So, here are several of my marketing solutions:
Here is $10,000 worth of information for free and in a nutshell. (each of these proven concepts could actually be worth millions of dollars in the right hands).
I like your idea. As a matter of fact, I will go so far as say, it is a great idea. So...don't give up. But don't keep beating your head against the wall either. You have to get over the wall.
You have to quit focusing on marketing and sales tactics and focus on a strategy. How do you to this? You have to come up with a really solid USP. Why would a customer choose you over others similar companies? Find the answer to this before you continue with your marketing strategy.
Secondly, you need an irresistible offer.
Thirdly, you need to offer an unbelievable guarantee. By doing this and following the directions below on pre-launch and launch you should be a lot closer to getting real solid customers.
I didn't actually invent the pre-launch or the launch. Concert goers are very familiar with winning concert tickets by calling into radio stations or winning VIP treatment, or back stage passes, lunch with a star, the list goes on.
Likewise, if you look at "professional wrestling" or boxing, or MMA, the whole fighting before the fight is just a pre-launch. Unfortunately, even heroin dealers use a pre-launch technique better than most business people. PT Barnum was doing this for circus goers over 100 years earlier. And I can only imagine the pre-launch of the Romans for the Gladiator Fights.
In more recent history, every type of business from Retail Stores to Real Estate companies have used multiple pre-launch techniques. Believe me; tourists are bombarded with Condo deals when they visit Disney Land.
This is similar, but different from lead generation, another power marketing concept along with backend sales techniques (I don't have the enough space to discuss these and other powerful techniques here). But I use these techniques in my own businesses including offering free information packed newsletters and encouraging my clients to move up my sales ladder because it is best for them. Most do move up the sales ladder as their ambition and drive increases. Some move all the way up from the very beginning. Both benefit from this, one just takes longer to receive the benefits. Others will never take a chance on becoming successful.
Okay, to pre-launch campaigns for SaaS platforms, a startup, or any product or service. Simply, come up with a taste of what you have, ask a serious question and answer it. At the end of the end of the first "answer and solution" set the potential client up with another problem that is very familiar to them. Convince them that you have the answer. Follow this technique several times. Most do this repetition 2 or 3 times, but a famous golfer has sent me literally dozens of how to videos in order for me to take the bait.
You might think that giving the answer to a solution makes your product less valuable and your opinion less valuable. If you think that…then you would be wrong. Heck, look at what I have given out in this answer alone. But, this is just the microscopic tip of my business and marketing knowledge. My experience is if you give you will receive. That is…if you know what to give, how much to give, and how to receive.
I am not trying to convince you to call me. Frankly, most people cannot afford to call me and I am very selective about who I accept as my clients. Besides, I am pretty busy with my own businesses and consulting with some very high paying customers. However, I would need more info from you before I could have a greater impact in helping you.
Most solutions involved this: Ask, Ask, Ask, then Ask again.
Concentrate on the 3 M's of Marketing. I have come up with 7 M’s of Marketing, but 3 will do for now. These are Market, Message, and Media. They come in that order.
Who is your target market (customer, clients, buyers, users, etc.)?
Tailor your laser focused message for this target market.
What is the best media mix to get your message to that market?
Here's what you do...first, take steps to make sure that you are actually selling something that a hungry crowd wants like a baby wants milk, then…make an offer that is so incredible that they cannot resist. Secondly, do all the work for them. Make it so easy to make the purchase now that they can do it virtually without effort. Thirdly, give them an incentive to act right now. Fourthly, offer an almost unbelievable guarantee. Fifth, offer a bonus for acting now. There are many other incredible steps in my playbook, but these steps should help the novice to the professional sell anything.
Whether you are selling B2B or B2C, you have to focus on selling to only one person. You can actually sell to one person at a time while selling to millions at a time. These are one and the same. Don't get off track. What we call digital marketing selling is just selling in print. And that has not changed since in the last couple of thousand years.
The secret to success: I have had the pleasure of knowing and working with some of the biggest names in business, celebrities, actors, entrepreneurs, business people, and companies from startup to billion dollar operations. The number one reason for their success is doing what they know and love while doing it in new, creative, and innovative ways.
Ask, Ask, Ask. Have thick skin and learn from each "mistake." In a short while, the market will tell you what you need to do and who and what you need to ask. But get started now, even if that just means asking a contact on LinkedIn.
While you are thinking, you might as well think really big and think of something at least 1% better, newer, or different. And being cheaper is not a winning strategy.
Make decisions quickly and change decisions slowly…unless you are actually going off a cliff.
Remember these two 11 letter words...persistence and consistency. They are two of the most important tools ever invented.
Even better yet, remember my 411 Rule of Achievement – It consists of (4) eleven letter words for super achievement (also an 11 letter word). Here it is, my 411 Rule of Super Achievement:
Consistency can change even the smallest
Possibility into a big time
Persistence + Consistency =
By the way, I get a lot of people asking me if I can take phone calls for free (a free sample). Sorry, I can’t. I respect Clarity.fm and what they are trying to accomplish. And I wouldn’t if I could. The information that I offer is just too valuable to give away for free. I used to give information away for free and nobody used it. I found that when I charge $3,000/hour people paid attention and actually used my unique techniques, strategies, and tactics. Without taking action on this incredible information or paying someone to take action, you will not succeed no matter how “lucky” you may be.
Treat everybody you talk to and everybody you meet (including yourself) like each is your number one million dollar customer.
Remember this for most people who really want to achieve a dream:
First: Your dreams are important and those who don’t support and believe in your dreams either don’t understand your desire and ambition or they have some other reason (many times reasons they themselves don’t understand) for not wanting you to spend the time and effort necessary to achieve your dreams.
Secondly: If you haven’t achieved your dreams and goals so far, it is not your fault. I know that this goes against what you usually hear, but it is true. Stop blaming yourself. You have a whole world of obstacles that are truly to blame. You only need to figure out how to go over, go under, go through, go around, or go with these obstacles in the direction of your dreams.
Thirdly: Fear is normal, but don’t give into it. Use it to motivate you and guide you.
Fourth: You are right; there are probably some people who don’t want you to succeed.
Fifth: Keep this in mind, there are people competing to get there first, do more, have more, invent what you are considering inventing, or simply trying to win. Believing in yourself and what you are doing is part of a powerfull strategy for winning over your competition.
I also always suggest that everybody at every stage work with a coach, mentor, or consultant. Heck, it works for Tiger Woods, every team in the NFL, the NBA, and etc. We all need guidance and support.
Best of luck,
Take massive action and never give up.
Michael Irvin, MBA, RN
PS – Many people have “Upvoted” my answers. Thanks to those who do this. I really appreciated.
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