CIM Marketing Podcast

Proving value is one of the trickiest things to do in marketing. In this episode of the CIM Marketing Podcast, host Ben Walker talks to Charlotte Johnson, founder of Marketeer Moments, whose mission is to reinvent faith in marketing.

Full episode coming soon. Check out the CIM Content hub now for all things marketing in the meantime.

Creators and Guests

Host
Ben Walker
Host, CIM Marketing Podcast
Guest
Charlotte Johnson
Founder, Marketeer Moments

What is CIM Marketing Podcast?

The official podcast of The Chartered Institute of Marketing.

We spotlight actionable strategies, highlight best practices, and source expert opinions to help you elevate your marketing game. Whether you're focused on digital marketing, content creation, SEO, strategy, or something else entirely, we’ve got you covered.

Get the latest news, trends, and insights from across the industry. Hosted by Ben Walker, this podcast offers accessible, relevant discussions on the big issues impacting marketing today.

This podcast is your essential resource for staying ahead of the curve.

Ben Walker:

Do youthink that the entrepreneurial mindset is there for most market? Marketers? It's there but it's sort of crushed by the fear of doing the sorts of things that you've said that, you know, I've got an idea but I don't really know how to communicate this idea?

Charlotte Johnson:

Fear is a big thing. It's often crushed by fear. There's a lack of experience or there's a lack of conversation. Marketers don't talk like this enough. It is about conversion rates and the dropout of the waterfall and how people work through that funnel.

Charlotte Johnson:

And once that data is there and leadership and others see, oh, that's how it's been worked out, it's never a problem. If you just go with that and there's no numbers backing it up, you know, it's like going to a bank asking for a loan and giving no idea of how it's gonna be repaid. You wouldn't do it. Or you have to always prove there's my payslips or this is, you know, this is what happens and it's the same thing when asking for marketing budget. The alternative is look at your marketing budget and say, hey, actually, I want to use this 20 k in a different way.

Charlotte Johnson:

I'm making savings here. I would like to use this here, but I wanted to only use the first five k of it in a test and learn pilot. We're gonna do a twelve week test and learn, and we're gonna optimize that on a daily basis to get the best possible return on investment. Then once we show it's working, we wanna use the next 15 to do this. There's not probably enough business cases that go up to say, right.

Charlotte Johnson:

I'm gonna do a test and learn. We're gonna learn from the data, and then we're gonna represent to you.