The Fractional C-Suite Retreat
5 Marketing Budget Mistakes You’re Making As A CEO
If you’re a CEO or leader, it can be difficult to see where your marketing resources are best utilized. You likely aren’t involved in day-to-day marketing operations, making it difficult to plan for your team’s limited resources. When it comes to marketing budgets, it’s not about the cost but about the returns you see on these marketing expenses.
Ask a CMO: How to choose the right KPI’s?
Efficacy and impact are two essential areas of measurement for marketers. However, with every innovation in digital and traditional marketing, how do you know which KPIs are right for your business? Learn from a fractional CMO
Three Solutions For Measuring Marketing Success
Keep in mind that metrics aren’t one size fits all. Your tactical metrics and lead generation metrics will differ significantly from other businesses.
How Do You Know If Your Marketing Is Working?
Efficacy and impact are two essential areas of measurement for marketers. However, with every innovation in digital and traditional marketing, there’s a new corresponding suite of metrics to track those areas. How do you know which KPIs are right for your business? How do you avoid going down the path of self-congratulatory KPIs that do little to bolster confidence outside the boardroom?
Franchise Marketing: How a Proven Process Leads to Success
Some franchisees are very engaged in marketing while many are not, leading to irregularities and varying performances. Though providing franchisees some flexibility is essential, it’s also vital to ensure that there is consistency in each franchisees’ marketing strategies.
Ask a CMO: Why brand awareness is important to your company?
With so many brands out there, there’s a lot of competition for getting into the mind of your potential customers. Learn why effective branding is essential for your business growth.
How to Use Storytelling to Sell Your Brand & Connect with Customers
Want to sell your brand + connect with more customers? Whether you’re selling a product or service, you need to tell your brand’s story. Are you curious as to why? It helps to convey your brand’s personality, create a sense of community, form an emotional connection and
turn customers into loyal fans.
Strength in Numbers with a CMO Team
As the old saying goes, two heads are better than one. And our collaboration puts the strategic and creative minds of 10 CMOs to work for your business. The innovative fractional model is designed to be as flexible as it is effective, working alongside you to scale your growth, improve profitability, and drive your business forward.
Ask a CMO: How can you identify the root cause of poor marketing performance?
Identifying the root cause of poor marketing performance - Ask a CMO from yorCMO on Vimeo. At yorCMO, we have helped business owners tackle the root cause of poor Marketing performance. In this edition of “Ask a CMO”, Rich Taylor, one of our Fractional CMOs, tells us...
CMO Services: Helping Knock Down Roadblocks to Drive Growth
A well-crafted, sustainable marketing campaign is at the core of every successful business.
But while large companies have resources for entire marketing teams, smaller ones typically don’t, and finding the time to research, strategize, and execute successful campaigns is no easy task when you have a business to run.
Scale Your Business for Less with a Fractional CMO
Business owners looking to scale their business usually understand that marketing is a pivotal driver of sales and revenue. In their efforts to cut costs, many businesses attempt “DIY” marketing, and the results are often poor.
But you don’t have to break the bank to gain an effective, results-driven strategy and hands-on talent that gets the job done.
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Ask a CMO: How do I target low-hanging fruit?
Ask a CMO: How do I target low-hanging fruit? from yorCMO on Vimeo. Is ‘low hanging fruit’ a target customer or an influencer? Who are these low hanging fruit? Do they form a viable part of your business strategy? if they are, what are the best ways to reach...
Digging Up the Root Cause of Poor Marketing Performance
Poor marketing performance can be a frustrating, expensive roadblock. When you’ve invested in the growth of your business and you don’t see the anticipated results, it can be a struggle to identify which marketing tactics are working, which aren’t, and how to move...
Funnel, Flywheel, or Lemniscate: Your Customer’s Journey Thrown on the Loop
In today’s world, change happens rapidly. The traditional sales or marketing funnel doesn’t make the grade anymore. In your business, you strive to provide the best customer service and experience, along with loyalty beyond the purchase. So how will you adapt your marketing strategy to serve your customers best?
Ask a CMO: How can I get positive reviews for my business?
Reviews matter as 92% of consumers regularly read online ratings before considering a purchase. 87% of them won’t even consider businesses with 1 or 2 star ratings! CMO Aneta Zawila-Jordan talks about the power of positive reviews and how to get them. Aneta is a...
5 Reasons You Need a Fractional CMO
Most marketing consultants and agencies offer some level of strategic planning but from the outside. Fractional CMOs will work hands-on with your team. They go one step further and become your fiduciary partner, sitting at the table with you when negotiating with agencies and vendors.
The Power of Positive Reviews
Providing superb customer service is the most important goal of any business establishment and a cornerstone of a company’s growth. Reviews matter as consumers regularly read online rating sites before considering a purchase and deciding which establishment to do...
Aneta Zawila-Jordan Joins yorCMO
yorCMO is pleased to announce the addition of Aneta Zawila-Jordan, greater Washington D.C. and Virginia regions, as the newest CMO. With Zawila-Jordan’s hiring, Omaha-based yorCMO adds a decorated marketing executive with 15+ years of strategic marketing experience. ...
Modern Marketing is Meant to Fail. Plan for it.
Modern Marketing is Meant to Fail. Plan for it. Do you plan for marketing failures? It’s best if you do. An example of an unplanned marketing failure would be selling men’s clothing ONLY in men’s magazines. The reason that is a fail? Because women are often the...
Why Words Matter
Why Words Matter In today’s digital economy, your website is a living, breathing part of your brand. However, marketing messaging is often missing from the website simply because a business owner wears too many hats and the website is either outsourced or thrown...
Eliminate the Big Three Marketing Inefficiencies
Of the many strategies that contribute to business success, marketing is central. As a small business grows and evolves, its marketing strategy must also grow, evolve and improve. Ripe for improvement in many businesses are three practices that create inefficiency....
Ron Szekely Joins yorCMO
yorCMO is happy to announce the addition of Ron Szekely to the team. Ron is a Fractional CMO based in Montreal, Quebec. With his onboarding, yorCMO adds a well-respected, growth-minded marketing executive with a diverse background as well as expands the brand’s reach...
Amanda Costanzi Joins yorCMO
yorCMO is excited to announce the addition of Amanda Costanzi as their newest Fractional CMO. Amanda is based in Denver, Colorado. With her onboarding, the Omaha-based organization broadens national reach and adds a seasoned marketing executive with 15+ years of...
Dave Blanchard Joins yorCMO
yorCMO is pleased to announce the addition of Dave Blanchard to our team. Dave is a CMO based in Portland, Oregon. With Dave onboard, yorCMO adds a decorated marketing expert with a strong entrepreneurial background as well as expands the brands footprint to the West...
Stephanie Broyles Joins yorCMO
yorCMO is excited to announce that Stephanie Broyles, with residency and offices on the east and west coast, has joined the team as a CMO. With Broyles’ hiring, Omaha-based yorCMO adds a seasoned marketing executive with 15+ years of strategic marketing experience. ...
Lawn and Garden Retailer Switches Gears in Top Selling Season
See Chief Marketing Officer Jay Gordman’s full video discussing this lawn & garden retailer's pivot during the pandemic: Full Video Here. Challenges The shutdown of retail sales was doubly challenging for Mulhall’s because, when the lockdown began, perishable...
Garden Center Case Study
https://vimeo.com/416052320 About the Author: Jay is co-founder of yorCMO. Jay also founded Webtivity Group to help companies break through the confusion of how to effectively use their website and digital marketing efforts to meet their business objectives. Jay is a...
A Cybersecurity Software Marketing Pivot
See Chief Marketing Officer Jamie Coffey's full video discussing this cybersecurity firm’s pivot during the pandemic: https://yorcmo.com/cybersecurity-case-study/ Challenges This software provider typically attended 2-3 significant numbers of tradeshows and...
Cybersecurity Case Study
https://vimeo.com/416051666 For more information about yorCMO and assistance with aligning sales and marketing, contact Jamie Coffey at (703) 755-5774 or at jamie@yorcmo.com About the Author: Jamie is a results-driven marketing leader with 20+ years of success...
Publishing Firm Case Study
About the Author: Kevin is an extraordinarily-focused Marketing Leader with 20+ years of experience building high performing teams at a leading Fortune 25 big-box retailer, a nationally renowned advertising agency and at an international media/publishing firm....
Surviving the Retail Shutdown During the Pandemic
See Chief Marketing Officer Rich Taylor’s full video discussing this dental clients’ pivot during the pandemic: Full Video Here Challenges Plumbers and trade professionals regularly purchase the supplies they need, such as pipe, fittings, faucets, sinks, toilets,...
Plumbing Supply Case Study
About the Author: Rich is one our fractional CMO’s and can be contacted at rich@yorcmo.com. He’s held leadership roles at top agencies, directed marketing for a Fortune 100 company and been CMO at a leading regional retail chain. He’s also worked...
Shifting Dental Diagnosis to the Web: Development of a New Communications Tool and Online Presence
See Chief Marketing Officer Jay Gordman's full video discussing this dental clients' pivot during the pandemic: Full Video. Challenges During the month of March 2020, due to the highly communicable nature of COVID-19, the State of Nebraska required all dental...
Dental Case Study
About the Author: Jay is co-founder of yorCMO. Jay also founded Webtivity Group to help companies break through the confusion of how to effectively use their website and digital marketing efforts to meet their business objectives. Jay is a successful digital...
What Are People Doing Right Now?
About the Author: John has spent 25 years driving business growth through marketing in B2C and B2B channels through strategic brand management, innovation, sales and retail management with a focus on building sales and marketing teams faster and more profitably...
Starting a Small Business During a Recession
About the Author: Kevin is an extraordinarily-focused Marketing Leader with 20+ years of experience building high performing teams at a leading Fortune 25 big-box retailer, a nationally renowned advertising agency and at an international media/publishing firm. With a...
Pivoting to a Service vs. Sales Mentality
About the Author: Kevin is an extraordinarily-focused Marketing Leader with 20+ years of experience building high performing teams at a leading Fortune 25 big-box retailer, a nationally renowned advertising agency and at an international media/publishing firm....
What are businesses doing to replace trade shows?
About the Author: Jay is co-founder of yorCMO. Jay also founded Webtivity Group to help companies break through the confusion of how to effectively use their website and digital marketing efforts to meet their business objectives. Jay is a successful digital marketing...
How Can Retailers Adapt to the Pandemic?
About the Author: Jay is co-founder of yorCMO. Jay also founded Webtivity Group to help companies break through the confusion of how to effectively use their website and digital marketing efforts to meet their business objectives. Jay is a successful digital...
Marketing Strategy for Your Ideal Customers
It goes without saying that you’ll never see customers driven to your brand without some kind of marketing plan. It’s the very first thing you learn about marketing. But how do you know your campaign is reaching the right people? Does your image really appeal to your...
Referral Marketing is For Every Business
Even if your business is going well, you know things could be going better. It’s the dream of nearly every business owner to see their business grow. In fact, they say if you’re not growing, you’re dying. But where do you start when it comes to managing for growth?...
How Buyer Interviews Triggered a Profound Shift in Product Positioning
A fresh perspective on marketing can completely change a company’s perspective of its own product positioning and lead to stunning improvements in revenue. yorCMO’s cofounders Jay Gordman and Joseph Frost recently analyzed this phenomenon in a discussion about a...
John Callahan Joins yorCMO
yorCMO is pleased to announce the addition of John Callahan to our team. John is a CMO based in Atlanta, Georgia. With John onboard, yorCMO adds a strategic marketing expert who has worked with national, regional and local enterprises to successfully produce millions...
Celebrate a Re-branding Win
Recently Brandie Rezac, one of our fractional CMOs shared a client success story with our team during our weekly success call. The story was about the challenge her client, a regional foundation and concrete repair contractor had during a recent transition, trying to...
Fractional Marketing: Why yorCMO?
So you know you need marketing help. You may even have decided fractional marketing is the answer. After all, everyone has been talking about fractional marketing as a solution to mitigate the high costs of marketing management while still tapping a high level of...
Why Brand Image is Ineffective in Modern Marketing
There’s no doubt in anyone’s mind marketing has changed. However, many of us in marketing are still trying to get our minds around the latest changes and decide what to do about them. What’s at the heart of these changes? What exactly do we need to be doing now to...
Is Your Business a Fit for Fractional Marketing?
In an ever-expanding and complicated marketplace, marketing is one of the most critical elements of any business’ success. In fact, the role of marketing in the C-suite has increased over the last decade to the point that many companies designate a chief marketing...
The Role of Research & Planning In the Era of Real-Time Marketing
Listening to and responding to customers isn’t exactly something new. In fact, doing research with your customers has long been a best practice when it comes to building a business and brand.Customer insight is also a pillar of strategic planning. Understanding your...
How a Fractional CMO Aligned Sales and Marketing to Optimize one Company’s Event Strategy
Jamie Coffey has worked as a fractional CMO with a wide variety of clients to help them maximize results. In many cases, her work has allowed clients to achieve goals they had not been able to reach before by applying marketing strategies that align with sales...
yorCMO Adds Kevin Kilpatrick to Team
yorCMO is pleased to announce that Kevin Kilpatrick, Atlanta, had joined the team as a CMO. With the addition of Kilpatrick, Omaha-based yorCMO adds a strong marketing executive with 20+ years of experience with an outstanding track record. Kevin brings experience...
Rich Taylor Joins yorCMO
yorCMO is pleased to announce the addition of Rich Taylor to our team. Rich is a CMO based in the greater Chicagoland area. With Rich onboard, Omaha-based yorCMO adds a strategic marketing expert who has worked with national, regional and local brands to successfully...
The Impact of Market Research on Marketing
Have you ever been frustrated when something isn’t working? Maybe an item you purchased with “some assembly required” that just isn’t fitting together like it’s supposed to. Or you can’t fix that problem on your computer despite following the how-to advice and online...
10 Ways Marketing Research Can Drive Brand Growth
Results. Every business wants them, yet 3 in 4 CEO’s don’t trust marketers to deliver them. In fact, a study from a few years ago revealed that “8 in 10 CEOs believe marketers are disconnected from company’ financial results.” Wow! That’s a big trust problem. Is this...
The Whole Package: Evergreen Campaigns Maximize Marketing
Many companies settle for marketing whenever they can get it done. They push out one campaign at a time based on current needs, then call it good until next time. It’s like giving a gift in pieces – you can’t use a machine or play a board game until you get all the...
Don’t Guess How Customers Decide: Do Buyer Interviews
You put a ton of work into creating your product or service, and now you’re selling it. You know your product backward and forward. You hopefully have even done some research to understand your market. But, if you’re like most companies, you’ve likely forgotten to research the most critical factor: what’s in your prospect’s brain right before they buy.
We Move the Needle for Our Clients
CASE STUDY: Lincoln Industries – Creating a Strategy for Future Growth
Sales process development and marketing alignment melds team together.ChallengesLincoln’s marketing challenges were two fold. There was no lead generation in place, and no way to nurture their customers or identify new prospects. The company had done very little...
Rocks, Pebbles, Sand: How to Focus on What Really Matters
Rocks, Pebbles, Sand: How to Focus on What Really Matters Most companies try to focus on too many objectives at once. It’s tempting to create a long list of goals, because then you feel as though you are doing a lot. However, in practice, if everything is...
Beyond Data: Understanding the Psychology of Your Buyers’ Journey
Everyone loves data these days. And it comes in handy when you’re trying to understand buyers (the key to influencing their decisions). However, data is just the beginning. To approach audiences based on their needs, not what you think their needs are, you have to dig...
Customer Lifetime Value (CLV) = Better Marketing Decisions + More Profit
Client Lifetime Value (CLV) seems like one of those nebulous marketing data terms only analysts understand. But over time, I’ve learned it is SO much more than a spreadsheet label. My own first CLV “aha” was learning that a 10% increase in retention can...
Put on a WIG to Get Marketing Superpowers
I’ve had red curly hair all my life, and I often joke it’s the source of all my superpowers. Cut the hair and there’s no more iDea Guy – no more action hero. For that reason, if you see photos of me you will always see some longish red curly hair. Could...
Slow Down and Understand Your Customer’s Journey – Your Time is Money
Imagine how you’d feel if you spent months — maybe even years — developing marketing and sales protocols, only to find you’ve missed the mark. You may have made enough sales to survive. But if you haven’t done this one thing, you might have left many...
Avoid “Marketing Machine” Breakdowns: Stakeholder Interviews Get Marketing & Sales on the Same Page
Even with excellent strategic planning processes, most companies are not fully aligned on critical business and marketing goals and how to get there. Misalignment of marketing and sales is legendary! It’s critical to fix this natural gap, and I’d like to...
Multiple Locations…One Marketing Strategy
Creation of company-wide marketing system brings more people home. Nye Health Services (www.nyehealthservices.com) is an award-winning, family-owned company that prides itself on making seniors feel at home across seven campuses in Nebraska and Wyoming....
How To Conduct Your Marketing State of the Union
Most people cringe at the mention of an audit, but in terms of marketing it’s much less daunting than the tax man. You can have a brilliant vision and strategy mapped out, but if you don’t know what’s working (or isn’t), you may be tossing money down the...
Please Pass The “Marketing” Gravy
“Company culture” has become a bit of a buzz phrase in the last few years. Silicon Valley powerhouses have famously prioritized their internal culture by providing non-traditional benefits like paternity leave and pet insurance. Offices all over the...
Organic Search, Simplified (As Much As It Can Be)
Organic search. When clients hear me talk about it, their eyes haze over and I can tell they’re thinking, “what does that even mean?” Simply put, organic search is the unpaid Google listings that you get when when you search for specific terms (keywords)....
B2B Social Media – Find Your Ideal Audience
Social media has become a marketing necessity for most companies, but that doesn’t mean the air of mystery around it has vanished. For all its complexities, though, it’s an effective way to keep in touch with your customers and to foster trust with them....
5 Tips to Stay on Top of Online Reviews
Although often overlooked or forgotten about, online reviews play a very important role in creating and managing your company’s reputation. Monitoring and responding to both positive and negative reviews in a timely manner are necessary, but sometimes...
You Might Be An “& Marketer” If…
As a business owner or top executive for your company, you know the concept of “wearing many hats” and probably know it well. In addition to leading the Company, you may carry such roles as business development, marketing, sales, HR, etc. on your...
Make Your Website WORK for YOU – Performance Matters
When companies first launch their websites, they have to think through buyer journey decisions to capture the interest of prospective clients. Strong content, impactful visuals, helpful call to actions and an easy to follow navigation to ensure visitors...
How to Know When to Fire a Customer
You’ve heard of the 80/20 Rule….80% of your business comes from 20% of your clients. Why is it that average businesses are able to only get 20% of their total revenue from their best customers? How can you change your sales model in order to turn this...
Navigating Your Digital Marketing Landscape
Living in the digital age brings exciting technological advances and opportunities for marketers to create exceptional and engaging user experiences. But no matter how cool digital tools and capabilities may be, one thing remains the same…brands need to...
Find your Marketing Leadership Nirvana
As an executive and/or business owner, you have a monumental amount of responsibility on your plate. And while you will naturally work to surround yourself with the most competent, capable, and skillful team to support scalable growth, it’s often a...
How bright is your marketing future?
It’s a thrilling moment. You’ve put in the hard work, the late nights, the blood, sweat, and tears (not to mention the cash) in order to get your business running smoothly and finally the day comes where you see it – growth. Serious, steady growth. It...
The Goldilocks Zone of Marketing
Time escapes us all. It’s remarkably easy to get caught up in the day-to-day and week-to-week details of running a business, so by the time you come up for air with an eye toward planning ahead, the year is almost over. That said, as you formulate your...
The Market Less Traveled
There is such a thing as too many options. It sounds counter-intuitive, but when you have a world of choices at your fingertips it can make finding the right one feel overwhelming, even paralyzing. That could apply to the cereal aisle in the grocery store...
Growing Pains
When it comes to business, growth is life. Achieving solid steady growth is easier said than done. The market is a fickle beast; technology develops, trends change at near the speed of light, and if you’re not ahead of the game, you risk finding yourself left behind,...
Are We A Good Fit?
Are we a good fit for you? Are you a good fit for us? If you're looking to pivot, scale or exit your business then the answer is likely YES! Contact us today for more details.
Differentiating Between Tactics & Strategy
Tactics vs. Strategy
It may seem like semantics, but let me tell you, semantics matter. When it comes to marketing there are all sorts of great tools you can use to raise brand awareness and help to generate profit. There’s social media, search engine optimization, print advertisements,...
What is yorCMO? Fractional Marketing Services
At yorCMO we believe growing a business doesn’t need to be so hard. We know you’re the type of person that wants to feel confident and competent about your business growth strategy. In order to feel this way, you need experienced marketing leadership to develop and execute strategies that align with your business objectives. The problem is that most businesses struggle with this level of expertise, leaving them feeling frustrated and confused.
What is a Fractional CMO?
Maybe you’ve heard of a Fractional Chief Finance Officer before? Someone who specializes in finance who comes into a business to help with accounting process, financial planning, and banking? Well, substitute the “M” for the “F” and you have a Fractional CMO – Chief...
Why We Started yorCMO
The phrase goes, “Insanity is doing the same thing over and over and expecting different results.” I think we can all agree that trying something repeatedly and watching it not work out is definitely maddening. That’s kind of where we were when it came to working with...