Marketers in large organizations often do good work that falls through the cracks. Between market research, campaign ideation and collaborative projects, it can be challenging to take a step back and reflect on how much you’ve accomplished — much less on communicating those accomplishments to marketing executives.
But that doesn’t mean you relent your efforts. You can communicate your impact to the marketing team in more than one way. In this post, we’ll discuss different ways to gain visibility from your CMOs in various marketing roles and provide you with key exercises to ensure you’re on their radar.
How to Get the Attention of a Marketing Executive
Gaining Visibility as a Marketing Manager
when deciding which marketing kpi To focus — whether you’re a marketing leader or an individual contributor looking for buy-in — you’ll want to consider which metrics will most directly link to your organization’s broader goals.
according to our Status of the Marketing Trends ReportSEO metrics are going to be the most important for marketing leaders going into 2023. To better stand out to marketing executives, you can present them with data focused on SEO-oriented KPIs, including:
- Sales, Lead and Conversion Rates
- Total Monthly Visitors
- traffic from social media
- new vs returning visitors
- Click through rate
An SEO-led strategy focused on audience growth and brand awareness. Let your leadership know you’re focused on growing better and have the numbers to back up that success. In other words, make it clear that your assignments and contributions are tied to those goals.
If you want to take it a step further, you can voice your innovative ideas to leadership – as long as you know how to back them up. Even your CMO will be open to a coffee chat or one-on-one talk with you if you have a well-thought-out plan that is aligned to business goals and outcomes. After all, taking the initiative will help you stand out among your peers.
Gaining Visibility as a Public Manager
Increased number of people working remotely at least once per week 400% Over the past decade, more marketing leaders have struggled with this transition. As a people manager, the best way to gain visibility from your CMO is to showcase your leadership skills through your star-studded team – whether they’re in-house, fully remote or hybrid.
Unlike individual contributors, your success as a one-man manager is measured more by how well you’ve guided your team to reach consistent KPIs. So think about how you inspire your team to do their best, showing marketing executives that you are a willing and capable leader.
Customize and View Your Recognition team results rather than personal satisfaction. Highlight your team members’ impact, their successes, and how their cooperation under your guidance has helped the organization.
Gaining Visibility as an Internal Communications (IC) Manager
According to our Marketing Executive Leadership Survey, 72% Marketing leaders agree that their marketing organization planning has become more difficult since the rise of asynchronous work and communication after COVID. Your CMO and leadership team are not only well aware of these conflicts, they are looking to internal communications managers to relay the plans and productivity of each team.
IC not only helps you promote Brand Values and Vision to keep employees engaged, but they also serve as direct links to employee events, webinars, and other places where employees can feel involved and invested in the company. Engaged employees have a personal stake in your company’s success – and to increase your visibility for leadership in this role, you need to make organizational changes that:
- Improve productivity without increasing stress.
- Create clear connections between cross-functional teams and campaigns.
- Clarify goal alignment across the organization.
Gaining Visibility as a Content Expert
Our Executive Marketing Leadership Survey Found that more than 500 leaders agree that content marketing is a critical aspect of any marketing strategy – and it’s only becoming increasingly important as territory marketing takes off significantly during 2020 . in fact, more than 19% Marketing leaders want their teams to invest more in content marketing.
Marketing executives are looking for more input from content experts to showcase the qualities of industry leaders that can capture the attention of prospects from a variety of channels. They’re looking for skilled content specialists who are expert storytellers, have excellent consumer and content trends knowledge, and have the data to prove it.
When addressing your marketing team and CMO, emphasize how you and your team develop content strategies that resonate — and show the results of those strategies in terms of leads and conversions generated. Content specialists play a role in all phases of content development, from ideation to implementation. Be sure to take credit where it’s due in your next big video, podcast, or blog post.
In review, marketers in every aspect of the industry can gain visibility by focusing on four broad principles:
Gain visibility into marketing best practices
- Take responsibility for any projects you run through during the marketing meeting.
- Communicate the impact of your work clearly and concisely — CMOs are focused on results, so let them know how it will benefit the organization.
- Create an easy to track and interpret key KPI sheet for your team internally.
- Use innovative thinking beyond your typical marketing strategy – explore new channels or strategies.
In marketing, it’s a team effort to generate leads for a business – but ultimately, it’s up to you to prioritize your professional advancement. To best position yourself for success, make sure your marketing leaders know your name, see your impact, and notice what an integral team member you are to the business.
