Bonnici favors the latter approach, but acknowledges that marketers have to occasionally take risks to make a big impression. Driving revenue creates the trust to take those risks, as he learned at Salesforce when he pointed to flush marketing revenues before sending dozens of CMOs skydiving to promote a cloud product. At HubSpot, he talked a CMO into investing $6,000 into a website containing email signature templates that eventually generated 50,000 monthly visitors and $64 million in revenue.
In his view, marketers often have to take creative risk, but informing strategy and minimizing cost can substantially decrease that risk. If people didn’t like Kate Mara’s performance in the podcast, it wasn’t going to result in a nightmare for Gympass’ own HR department.
“If I want to withdraw that trust to try some things that might be scary to some but if they fail, what bad thing will come from it?,” he said. “In this example, if this crashed and burned, I spent 1% of my marketing budget on it, so it’s a drop in the ocean.”
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