I have to admit it. I just cannot get enough of biathlon! How can you NOT love a mash-up of endurance sport and shooting? As I watched Slovakia’s Anastasiya Kuzmina repeat as Olympic gold medal winner in the 7.5km sprint last weekend, I was amazed at the combination of skills the sport requires. The competitors are absolutely full throttle anaerobic while skiing the course. Then they glide into the shooting station, and must immediately calm their heart rate in order to hit the targets at 50m and avoid a time penalty. Two completely opposite disciplines are necessary for success. Just like today’s CMO, who must be a master of both creative and analytical skills. The biathlon CMO.
Content -the Engine of the Biathlon CMO’s Creative Side
In today’s inbound marketing world, content is the key to a compelling, creative demand generation program. An effective program requires knowing the buyer persona, identifying the latent pain, and building content to address those pains with your unique approach.
Effective B2B marketers then use a variety of avenues to distribute that content to their target audience. A well crafted program can re-purpose the same basic information through a variety of channels, including social media, ebooks, case studies, blogs, white papers, surveys, webcasts, videos, as well as in-person events.
Content creation is a big job, but it can be made easier by getting a broader team involved. Functional groups outside of marketing have great insight that can be built into compelling content.
Metrics Show Whether the Biathlon CMO Hits Her Targets
Big data and analytics have made their way into the B2B marketer’s world. As a result of this, CMOs now have the data they need to communicate results and show value to the rest of the business. As has been written in StoryMETRIX and Branding Strategy Insider, this allows the CMO to better align with their CFO colleagues.
The metrics exist. The business can be instrumented to show value. A key question is which metrics to use for which audience. That is a subject for another post.
Are you a biathlon CMO? Or, are you strong in one area but not the other? Do you take too many penalty laps because you’re not hitting your targets? Or, are you running out of gas in the last part of the race because you’re short on content? Let me know what you think!by