Fractional CMO Archives - Duct Tape Marketing

The Ultimate Buyer’s Guide for Transitioning to Fractional CMO Services

John Jantsch — Fri, 16 May 2025 13:02:56 +0000

The Ultimate Buyer’s Guide for Transitioning to Fractional CMO Services written by John Jantsch read more at Duct Tape Marketing

Introduction: The Growing Fractional CMO Landscape

The fractional CMO model offers high-level marketing strategy without the cost of a full-time hire. This guide compares training options and helps you choose the right path.

Understanding the Fractional CMO Model

A fractional CMO is a part-time strategic marketing executive. Businesses benefit from cost-effective leadership; consultants enjoy flexibility and high-value roles.

“A fractional CMO is a part-time marketing executive hired by businesses to lead strategy without the full-time cost.” – Casey Stanton, CMOx

Top Fractional CMO Training Providers

Duct Tape Marketing

Offers the Strategy First Leadership Accelerator with a focus on positioning consultants as strategic advisors.

CMOx

Provides a system for acquisition and implementation with a focus on tactical execution and audits.

DigitalMarketer

Delivers digital execution frameworks and the Customer Value Journey for client engagement and conversion.

Program Comparison Table

Provider	Framework	Client Path	Ideal For	Investment	Community
Duct Tape Marketing	Strategy First	Strategy → Retainer	Strategic Consultants	$9,000+	400+ Consultants
CMOx	Functional Marketing	Audit → Tactical Plan	Implementation Experts	$10,000	Facebook Group
DigitalMarketer	Customer Value Journey	90-day Onboarding → Retainer	Digital Specialists	Varies	Certified Partner Network

Framework Comparisons

Strategy First (DTM): Strategic first, implementation later
Functional Marketing (CMOx): Audit-driven, systemized execution
Customer Value Journey (DM): Nurture through digital sales funnel

The 4 Fractional CMO Models

Independent: One consultant per client set
Agency: CMO as a service via account directors
Collective: Shared brand, individual consultants
Organized Firm: Team-based resource model

Decision-Making Tips

Assess your expertise, vision, and client goals
Ensure programs offer frameworks, tools, support
Beware of overhyped promises, rigid programs

Implementation Essentials

Define packages: Strategy-only, hybrid, retainer
Use pricing tiers: $5k–$15k projects, $3k–$15k retainers
Acquire clients: Content, referrals, outreach
Deliver via phased plans: Assess → Plan → Execute

Making the Final Decision

Choose a program that fits your strategic goals, comfort with methodology, and ROI expectations. Community support is critical.

“It’s time to stop selling your time—and start selling your expertise.” – John Jantsch

Conclusion

Fractional CMO work is a strategic evolution for consultants and agencies. Select the right program, apply a repeatable framework, and scale your impact and income sustainably.

Additional Resources

Books: The Fractional CMO Method, Duct Tape Marketing
Communities: CMOx Group, DTM Network
Podcasts: Duct Tape Marketing Podcast, The Fractional CMO Show
Tools: Strategy First templates, CVJ maps, audit docs

Choosing the Best Marketing Certification or Growth Program for Agencies and Consultants

John Jantsch — Wed, 09 Apr 2025 13:32:17 +0000

Choosing the Best Marketing Certification or Growth Program for Agencies and Consultants written by John Jantsch read more at Duct Tape Marketing

Table of Contents

TL;DR: What’s the Best Marketing Program for You?

Why Consider a Marketing Certification or Leadership Program?

Types of Marketing Certification Programs for Consultants & Agencies

How to Choose the Right Marketing Certification or Program Based on Your Goals

Making Your Decision: Which Marketing Certification or Training Program Is Right for You?

Choose the Right Marketing Certification for Long-Term Growth

As a marketing agency owner or fractional CMO, choosing the right certification or training program is a key step to growing your business, sharpening your strategy skills, and standing out from the competition.

But with so many “courses,” “certifications,” and “accelerators” available, it’s easy to feel overwhelmed. Which one actually fits your goals—and what kind of investment makes sense? This guide breaks it all down clearly, with zero fluff.

The key is to find a marketing certification training program that aligns with your specific business goals. Whether you want a quick credential or a comprehensive system to transform your agency, this guide will help you make an informed choice.

TL;DR: What’s the Best Marketing Program for You?

To make it easier to scan, here’s a comparison table summarizing these program types, their formats, support levels, and typical price ranges:

Program Type	Format and Content	Support Level	Typical Pricing
Tactical Skills Courses	Self-paced online videos or short workshops focusing on one skill (SEO, ads, etc.)	Low – mostly DIY learning (maybe forums or basic Q&A)	Free – $500 (many free tool certifications; paid courses usually under a few hundred)
Entry-Level Foundation Programs	Multi-week online course or group coaching for new freelancers/consultants (covers business setup, pricing, basic marketing)	Moderate – group calls, community of peers, templates for basics	$500 – $3,000 (depending on program length and mentorship provided)
Multi-Day Certification Intensives	2–5 day intensive (virtual or in-person) on strategy or specific advanced topic; often interactive	High during event – live coaching, interactive exercises; some offer post-workshop community	$5,000 – $10,000 (short local classes on low end; premium multi-day bootcamps on high end)
License/Certification Programs	Comprehensive training (often weeks or an intensive kickoff) in a proprietary system; includes frameworks, tools/templates, and ongoing training	High – initial deep-dive training + ongoing support (coaching calls, updates) and private network of fellow licensees	$5,000 – $15,000 (one-time or annual) business.com for full system and certification (significant, but comes with a ready-made methodology and assets)
Partner/Reseller Programs	Training focused on a specific software/platform; you become a certified partner/reseller of that product	Moderate – support from vendor (sales materials, tech support); peer partner forums	Free or low cost to join, but requires investment in the platform (e.g. buying software licenses, which might be $300+/mo or meeting sales quotas to remain active)
Masterminds Accelerator Done For You	Ongoing program (6–12+ months, often renewable yearly) with group coaching, mastermind meetings, and sometimes live retreats	Very High – frequent coaching, peer accountability, sometimes 1:1 mentorship; access to an exclusive network of successful peers	$10,000 – $50,000+ per year (significant investment for mature businesses ready to scale)

(Note: These price ranges are broad averages. A “course” could be a $20 Udemy special or a $1,000 professional course; a big-name mastermind might run even above the ranges shown. Always check what’s included and the duration when comparing costs.)

As you can see, each type of marketing certification or program serves a different purpose. The best choice depends on the problem you’re trying to solve or the goal you’re aiming for. In the next section, we’ll map common goals to the program type that usually fits best. Find the scenario that sounds like you, and see which option might be your perfect match.

Why Consider a Marketing Certification or Leadership Program?

Running a marketing agency or consultancy is hard. You’re juggling client deliverables, trying to stand out from competitors, and aiming to create steady, predictable income. It’s no wonder many agency owners seek out marketing business training or certifications to gain an edge. Here are a few common reasons you might be exploring these programs:

You want a proven system – Maybe you feel your agency’s processes are all over the place. A good training program—especially one rooted in a strategy-first can streamline your agency’s operations. These marketing training programs for agencies often include templates, tools, and systems you can use immediately.
You want to scale and build recurring revenue – Project work and one-off engagements make it tough to forecast income. The right program can show you how to package retainer offers or ongoing strategy services, creating stable monthly revenue.
You need to differentiate your agency – In a crowded market, having a certification or unique methodology can set you apart. It signals to clients that you follow a reputable, established approach (not just winging it).
You’re looking for credibility and confidence – Perhaps you’ve primarily executed marketing campaigns and now you’re moving into a leadership role (as an agency CEO or fractional CMO). A marketing leadership certification can boost your confidence and authority to engage higher-value clients as a true strategic advisor.
You don’t want to “go it alone” – Being a solo consultant or small agency owner can be isolating. Many programs offer community, coaching, or mentorship, so you can learn from peers and experts instead of figuring everything out by yourself.

Honest insight: You can succeed without any formal certification – plenty of agencies grow through trial and error. But a structured marketing consultant training program can dramatically shortcut your learning curve. Rather than spending years cobbling together processes, you could adopt a ready-made system in a matter of weeks. The result? Saved time, fewer mistakes, and potentially faster growth and ROI.

If any of those reasons resonate with you, it’s worth examining the different marketing agency certification and training options available. Not all programs are created equal – and the most expensive or prestigious option isn’t necessarily the best for your business. In the next sections, we’ll break down the main types of programs and what to expect from each.

Types of Marketing Certification Programs for Consultants & Agencies

Not all marketing training or growth programs are created equal. Some are as simple as a self-paced online course you can knock out in a weekend; others are high-ticket masterminds that require serious commitment (and cash). Here are some common program types you’ll come across, along with what they generally involve:

Tactical Skills Courses for Marketing Consultants:

These are short, focused programs on specific topics like SEO, Google Ads, or content marketing. Usually self-paced with video lessons, they’re great for quick skill upgrades.

Cost: often low (many are free or under a few hundred dollars). Check out Google’s Marketing Trainings or LinkedIn Learning.

Entry-Level “Business Foundations” Programs:

Perfect for freelancers or those starting a solo consultancy. These programs teach business basics—pricing, packaging services, finding clients.

Cost: ranges widely from a few hundred to a few thousand dollars depending on depth (some may start around $500 and go up to a few thousand dollars for multi-week coaching).

Multi-Day Intensive Workshops:

These 2–5 day workshops are immersive and hands-on. You’ll leave with actionable insights and often join a follow-up community.

Cost: typically mid-range; many intensives run $5,000–$10,000 depending on the length and prestige of the facilitator (some local workshops might be on the lower end, while well-known strategy bootcamps can be several thousands).

License-Based Marketing Certification Programs:

Comprehensive programs that teach you a proven system or methodology for marketing (often a strategy-first approach) and license you to use it with your clients. These usually include extensive training (sometimes an initial intensive or cohort), libraries of tools and templates, and ongoing support like coaching calls or a private network of fellow certified professionals. It’s like getting a business-in-a-box for your consultancy: you learn the framework, get materials to implement it, and often earn an official certification.

Cost: higher investment, reflecting the depth – commonly $5,000 to $15,000 for the program business.com (some are one-time fees, others have annual licensing fees or revenue share models). In return, you gain a repeatable framework to deliver services, plus continued resources and community.

Partner/Reseller Programs (Software Ecosystems):

These programs affiliate you with a software or platform (for example, a CRM, marketing automation tool, or analytics software). They typically involve training on the platform and how to sell or service it, and you might get a “partner” or reseller status. The format often includes online training modules and a partner community; support comes from the vendor (account managers, sales resources, etc.).

Cost: usually low or no direct fee to join – the trade-off is you’re expected to promote that company’s software. Often your cost is the purchase of the software itself (which you might resell to clients) or meeting a sales quota. In other words, the platform training might be free, but you’ll incur expenses in subscription fees or the time/effort to sell it. This path can create a nice recurring revenue stream (commissions or margin on software subscriptions) if you plan to build your services tightly around a particular tool.

Masterminds & Agency Accelerators:

High-touch growth programs for established agencies or consultants. These are typically group coaching programs or mastermind groups aimed at scaling up your business (common goals: hitting $1M+ revenue, building your team, improving profitability, etc.). Format often includes regular coaching calls (with a mentor who’s been there, done that), peer mastermind sessions, and sometimes in-person retreats or events. Support level is very high – you get mentorship, accountability, and a network of other high-performing peers.

Cost: significant – often five-figure annual investments. Many quality agency mastermind programs charge on the order of $10,000 to $50,000 per year (or more for top-tier circles). These are not for beginners; they’re for when you’re ready to pour fuel on the fire and can justify a sizable investment in exchange for potentially big leaps in growth.

How to Choose the Right Marketing Certification or Program Based on Your Goals

It’s time to get personal. Think about what you really want to achieve at this stage in your business or career. Are you looking to sharpen a specific skill set? Launch your own consultancy? Completely overhaul your agency’s business model? Different goals call for different solutions. Let’s explore a few typical scenarios and recommend the marketing certification or program type that tends to be the best fit for each, along with what to expect and key pros and cons.

Goal: “I want to get better at a specific skill.”

Scenario: You’re doing consulting or running an agency and want to sharpen one skill – like SEO, Google Ads, or copywriting – without overhauling your business.

Program: Tactical Skills Courses or Certifications

What to Expect: On-demand video lessons or short workshops that teach one topic step by step. Limited support – maybe forums or weekly Q&A.

Investment: Usually free to a few hundred dollars. Time commitment is light (a few hours to a few weeks).

Pros: Affordable, focused, and flexible. Great for filling knowledge gaps fast.

Cons: Narrow scope. Little business guidance or long-term support.

Takeaway: For a single skills upgrade, skip the big programs. A targeted course or certification gets the job done quickly and cheaply.

Goal: “I want to transition from corporate to starting my own consultancy.”

Scenario: You’re leaving a corporate marketing role and want to start your own consultancy or solo agency. You have the marketing skills, but not the business-building know-how.

Program: Entry-Level Foundation Programs

What to Expect: These 4–12 week programs teach basics like packaging services, setting pricing, and finding clients. Includes video lessons, group coaching, templates, and community support.

Investment: ~$500–$3,000 depending on format and coaching.

Pros: Saves time and helps avoid early mistakes. Built-in support and templates fast-track setup.

Cons: Covers broad basics, not deep dives. Quality varies.

Takeaway: If you’re going out on your own, start with a program that teaches business fundamentals – not just marketing.

Goal: “I want to move from project-based work to strategy-led retainers.”

Scenario: You’re doing one-off projects and want to offer long-term strategic services instead.

Program: License-Based Certification Programs

What to Expect: Intensive training in a strategy framework, plus tools and templates for client delivery. Ongoing support through coaching calls and a private network.

Investment: ~$5,000–$15,000, plus possible licensing or renewal fees.

Pros: Provides a proven system and confidence to sell strategy retainers. Includes ongoing support and tools.

Cons: High upfront cost. Requires full commitment to the framework.

Takeaway: To move into strategy-first retainers, invest in a framework that gives you structure, tools, and support to reposition your services.

Goal: “I want to scale my agency past $1M in revenue.”

Scenario: You’ve built a stable agency and want help breaking through growth ceilings like hiring, positioning, or systems.

Program: Agency Masterminds or Accelerators

What to Expect: Includes coaching, mastermind calls, strategic playbooks, and live events. Emphasis is on scaling operations, team, and leadership – not tactics.

Investment: ~$10,000–$50,000/year. May require travel and 12-month commitment.

Pros: Offers mentorship and peer accountability. Helps fast-track decisions and avoid trial-and-error.

Cons: Requires time, money, and focus to implement. Fit depends on group quality and stage alignment.

Takeaway: For established agencies ready to scale, a mastermind or accelerator provides the strategic support and peer insight needed to grow faster and smarter.

Marketing Leadership as a Service (MLaaS)

Goal: “I want to become a fractional CMO with a few high-ticket clients.”

Scenario: You want to serve a small number of clients in a part-time, high-level strategic role – without managing a big team.

Program: Fractional CMO Coaching or Strategy Certification

What to Expect: Focus on packaging your offer, pricing retainer engagements, and leading strategy. Delivered via coaching, peer groups, or system-based certifications.

Investment: ~$5,000–$15,000 for certifications; ~$800–$1,000/month for coaching programs.

Pros: Helps position and sell premium strategic services. Often includes support, templates, and community.

Cons: Not easily scalable beyond your time. May require personal brand building and network leverage.

Takeaway: If your goal is fewer, higher-paying clients and deep strategic work, a focused program will help you build and sell a compelling fractional CMO offer.

VIDEO: Are You Ready to Be a Fractional CMO?

Making Your Decision: Which Marketing Certification or Training Program Is Right for You?

When choosing a marketing certification or program, start by identifying your current challenge and desired outcome. Then, match that with the training type that addresses your specific needs.

If you have a single skills gap, take a course or get a specific certification (no need to over-invest).
If you’re just starting out on your own, build your business fundamentals with an entry-level program or community – getting those basics right will pay off for years.
If you need to level up your service offering, especially to incorporate strategy and get recurring revenue, a certification or licensing program that provides a proven system can be a game-changer.
If you’re already established and aiming higher, a mastermind/accelerator can provide the mentorship and peer group to break through growth plateaus.
And for those pursuing a fractional CMO model, ensure you have a strategic framework and support system in place – whether through a certification or a peer coaching group – to help you successfully navigate that niche.

No program is a magic bullet. Your results depend on what you put in. But the right education can dramatically cut your learning curve and open new doors.

Choose the Right Marketing Certification for Long-Term Growth

The landscape of marketing certifications and training programs for consultants, agency owners, and fractional CMOs is more diverse and more valuable than ever. Whether you're looking to master a tactical skill, adopt a proven client delivery system, or join a high-level agency mastermind, there’s a training option designed to meet your goals.

As you evaluate your next step, start with clarity: What problem are you trying to solve? The best ROI doesn’t come from the most expensive program, it comes from choosing the right one based on your business stage, growth targets, and service model. From lightweight online marketing courses to full-scale strategy certifications, every program type serves a purpose

Lastly, be strategic with your education investments, just as you are with your business. When in doubt, lean towards programs that emphasize strategy, systems, and support/network – those elements tend to deliver enduring value. (That might be a tiny hint from our perspective, as we strongly believe in strategy-first growth and comprehensive support, given our own experience in this space.)

We hope this breakdown has helped clarify the options and trade-offs. By understanding what’s out there and assessing where you want to go, you’re well on your way to making a smart decision. Here’s to your growth – whether that means mastering a new skill, signing better clients, or hitting that next revenue milestone, the right program is out there waiting to help you make it happen. Good luck, and happy learning!

Marketing Trends 2025: Actionable Insights for Agencies & fCMOs

John Jantsch — Fri, 20 Dec 2024 14:26:10 +0000

Marketing Trends 2025: Actionable Insights for Agencies & fCMOs written by John Jantsch read more at Duct Tape Marketing

The marketing world never sits still, and as we approach 2025, the buzz of new possibilities is louder than ever. For marketing consultants, agencies, and fractional CMOs, understanding these trends isn’t optional — it’s essential.

For over 30 years, I’ve been committed to helping small and medium-sized businesses achieve their goals through systematic, strategic marketing. My experience has taught me one thing above all else — businesses succeed when they solve their customers’ greatest problems and stick to a clear, repeatable approach. That philosophy is what led to the creation of the Duct Tape Marketing System — a framework that turns chaotic tactics into a predictable path for growth.

So, let’s talk about five major marketing trends for 2025 that consultants, agencies, and fractional CMOs need to watch. No surprise — a lot of these trends are powered by AI. That’s just where we are right now. But there’s more to it than just technology. These changes are about meeting the new expectations of your customers, and if you adapt, you’ll thrive

Marketing Trends 2025: What to Expect

1. Hyper-Personalization Powered by AI

AI lets us personalize marketing campaigns at an incredible scale. AI tools help segment customers down to the individual. This granular approach will be key for staying competitive.

Customers now expect personalized messages. Generic messaging will soon feel outdated. Think one-to-one campaigns that feel custom-made.

Many CRMs like HubSpot and ActiveCampaign already allow for email personalization. Combine these with customer data platforms for even deeper ai-driven personalization and dynamic content. You don’t need to dive in headfirst; starting small with personalized newsletters or website content can make a real difference.

2. The Rise of Decentralized Communities

People are looking beyond traditional social networks. They feel these platforms are over-saturated with ads. Many seek ad-light experiences on platforms like Reddit and BlueSky.

These decentralized communities offer meaningful interactions and niche discussions. Smart brands are building smaller, engaged communities around shared interests.

As search algorithms increasingly feature content from decentralized communities, they offer a better connection to audiences. For example, Google now features more Reddit content.

3. Generative AI: Revolutionizing Creative Production

AI isn’t just for writing blog posts. Generative AI is changing how we create content including videos and graphics. This allows everyone to access visual content creation tools easily.

The best creative platforms currently include DALL-E 3, Pictory AI, Midjourney, and Adobe Firefly. Or if you create need images with a lot of text try out ideogram. OpusClips and Vizard are great for AI generated video clipping and minimal editing.

It is important to understand these platforms and market responses. But the real key is to find the tool that works for you and your business and learn that one. New tools will inevitably come on the scene, but if you play tool leap frog it will be hard to really see the effectiveness these tools can have on your teams productivity.

This emerging trend allows marketers to generate creative content and create impactful marketing materials.

4. AI-Driven Marketing Orchestration

AI will become the central nervous system of campaign management. From automation to advanced analytics, AI can optimize processes, from SOPs to campaigns.

Tools like GoHighLevel integrate AI into email and ad workflows. I’m also observing how Google Analytics is leveraging AI for analysis.

AI-driven automation handles many touchpoints, freeing us to focus elsewhere and create engaging experiences.

5. Brand Marketing: Back to Basics

With AI and algorithms changing SEO and ad platforms, brand marketing is more critical than ever. This means focusing on trust, loyalty, and aligning values with customer preferences.

Brand trust is vital; 81% of consumers say trust influences buying decisions . Because consumers have so many options, brand marketing delivers strong, meaningful results. This is partially because people relate to a story.

Consumers in 2025 want authenticity and personalized experiences. They choose brands reflecting their values. The preference for short-form video and ad-light platforms reveals a desire for efficient information. Social commerce trends indicate people expect purchasing options through shoppable content and streamlined social media platforms.

Consumers also want brands that use their platforms for social good. And, that participate in meaningful ways, including through thing like sustainability marketing or give-back programs.

Remember that trust and values drive marketing trends. Customers are increasingly interested in brands that share their values. Focusing on these key trends can lead to repeat purchases and stronger customer loyalty.

6. BONUS MLaaS: Marketing Leadership as a Service

In 2025, I’d like to coin a new term, Marketing Leadership as a Service (MLaaS) — it’s about providing fractional marketing leadership to businesses that need strategic direction without the full-time commitment.

Small and mid-sized businesses often lack the resources for a full-time CMO, but they do need someone who can build strategy, orchestrate teams, and navigate new technologies. MLaaS fills that gap. As a marketing consultant or fractional CMO, you’re not just offering services — you’re offering leadership, insight, and strategic vision.

The Future of Video, Influencers, and Events

Video’s Reign Continues

While broadcast TV still has reach, streaming is gaining traction. Fifty percent of people now say they primarily stream TV . Smart brands should diversify their video efforts, including short-form video.

Video marketing trends evolve quickly. Platforms like YouTube are partnering with services like BARB in the UK to adapt to consumer behaviors.

Short, engaging videos, including those published on platforms like Youtube Shorts and Instagram Reels, are increasingly popular. HubSpot’s 2024 Consumer Trends Report found that 37% of consumers prefer short videos for product discovery and a majority want more video content.

Influencer Marketing Still Strong

Influencer marketing is a $24 billion industry . Around 40% of marketers allocate a quarter of their budgets to influencer campaigns.

Although I think we will see this trend change form a bit, affiliate and influencer marketing will continue to grow in 2025. This marketing strategy, focused on driving engagement and sales, has only been trending up.

In-Person Events Are Back

While virtual events thrived during the pandemic, in-person events are going to continue to grow in 2025. Experiential marketing is bigger than pre-pandemic . This shift highlights our need for real-world connections. The best events provide memorable experiences through engagement and interaction.

AI in Marketing: A Tool for Growth or a Threat?

The Power of AI

AI is transforming marketing, and that can be a good thing. eMarketer reports that, ” 3 in 4 marketers are using AI for content creation. ” These tools aren’t here to replace us — they’re here to make us better, freeing us up to focus on what humans do best: building relationships and crafting strategy.

Machine learning and real-time engagement tools (ChatGPT or AI chat bots) help us connect with audiences more effectively, whether through social media, voice search, or personalized content. Instead of fearing AI, use it to enhance your marketing and deliver more value.

The future of marketing is human — AI just helps us get there faster.

Embracing Digital Minimalism

To manage information overload, brands should adopt digital minimalism . Cutting excess helps messaging stand out.

Focusing on essential information and user preferences makes customers the priority. This can improve search optimization, help brands connect with customers, and further enhance customer engagement.

Conclusion

Marketing trends in 2025 blend cutting-edge technology and genuine human connection. AI offers marketers exciting new opportunities. Marketers can now create one-of-a-kind customer journeys.

They can also personalize messaging even further, deliver insights and valuable experiences, and make themselves indispensable to audiences. As a result, 2025 trends are moving from broad acquisition to targeted, personal efforts.

I know the challenges of starting a marketing agency and running a business firsthand—the endless research, the trials, the errors. It wasn’t easy, but it taught me invaluable lessons. From these experiences and over 28 years of trial and error, I developed a proven marketing system that has since helped countless businesses sustainably grow and scale.

Whether you’re a business owner aiming to grow (We’ve helped 1000s of SMBs 2x-10x their business) or an agency looking to enhance your client services (over 500 agencies globally have licensed our system), the Duct Tape Marketing Fractional CMO+ System can be tailored to meet your needs and boost your success. All it takes is the right strategy.

Ready to see real results? Let’s connect. Schedule a strategy session with our team today.

Are You Ready to Be a Fractional CMO?

John Jantsch — Thu, 22 Aug 2024 21:42:29 +0000

Are You Ready to Be a Fractional CMO? written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I explore the misconceptions surrounding the role of the Fractional CMO. As businesses increasingly seek scalable marketing leadership, the demand for fractional CMOs has surged—yet the supply hasn’t quite caught up. While interest is growing, there’s still a lot of noise and confusion around what this role truly entails. Many are eager to learn, experimenting as they go, but still don’t feel fully confident. If you’re one of those people, I ask: Are you ready to add that title to your LinkedIn profile?

This show covers:

What it means to be a Fractional CMO
What skills are required
How a Fractional CMO role can significantly impact your agency’s growth strategy

Key Takeaways:

Strategic Thinking: A fractional CMO must lead with strategy, developing comprehensive marketing plans aligned with business objectives. This approach ensures that every tactic and channel contributes to the company’s long-term goals.
Leadership: Many businesses lack strategic marketing leadership, especially in the $3 to $30 million range. A fractional CMO fills this gap by advocating for the customer and aligning marketing efforts with the broader business strategy.
Technical Skills: Besides strategy, a fractional CMO must possess strong technical skills to advise on and implement marketing technologies that optimize operations and enhance efficiency.
Industry Knowledge: A fractional CMO needs a broad understanding of various industries and extensive marketing experience. This knowledge allows them to tailor strategies that resonate with different market segments.
Data-Driven Decisions: The ability to analyze data and set measurable KPIs is essential. A fractional CMO must demonstrate the impact of marketing initiatives on the company’s bottom line, proving their value through continuous improvement.

Chapters

[00:38] Common Misconceptions: Where Trends don’t meet Scale

The common misconception about the role of a fractional CMO is that while the concept is trendy, the traditional model of working with a few clients part-time may not be scalable. Actually, we’re pretty sure it’s not.

[01:51] My Take on the Role Itself and Skills Required

Strategic thinking, leadership, and industry knowledge are critical components of the role. Understanding a business’s goals and aligning marketing strategies accordingly is essential, rather than just executing tactics.

[05:44] One word: Branding!

A world where traditional lead generation tactics like SEO and social media advertising are frankly becoming more challenging. a strong brand that builds trust and connects with buyers will be key to success in the coming decade.

[09:15] Leadership

In other words: Vision, direction setting, and aligning marketing strategies with your overarching business objectives. Leadership goes beyond just creating a plan—it’s about guiding the entire marketing function to support business growth.

[10:34] Your Customer’s Journey

Creating organized customer journeys is crucial for market expansion, and guess what? this responsibility falls squarely on the shoulders of a Fractional CMO. By designing journeys that customers ACTUALLY want to follow, your business can drive growth more effectively.

[12:00] Acquisition and Retention
A fractional CMO should focus on both customer acquisition and retention. They need to generate new leads and maximize the value from existing customers through retention strategies and memorable customer experiences that lead to repeat business and referrals.

[13:18] A Holistic View

The role of a Fractional CMO isn’t just about marketing—it’s about integrating sales, customer service, and even operational aspects to ensure that the entire business is aligned and working towards common goals.

[09:01] Strategy First

Lastly, Strategy First! Every engagement should start with a well-defined marketing strategy that aligns with the business’s objectives. This strategy-first mindset allows Fractional CMOs to provide clear direction and measurable results, setting the stage for successful marketing initiatives.

This episode was brought to you by:

ActiveCampaign

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Duct Tape Transcript

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John Jantsch (00:00): Brand has always been important. I believe it's going to become more important the next decade or so. Companies that develop a strong brand, a brand that helps connect with their buyer, helps build trust with their prospect, those are going to be the brands that I think Excel.

(00:15): Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and I'm doing a solo show today. Here's the topic. So are you ready to be a fractional CMO? Are you ready to put that title on your LinkedIn profile? That's what we're going to talk about today. There's a lot of noise around this idea, maybe some misconceptions. I want to talk about how I view this idea and whether or not the positioning makes sense for you. And I want to key in on that word positioning because to a large degree, that is one of the benefits of positioning yourself as a fractional.

(00:55): CMO should help you attract a client who is looking for strategy that wants something more than just. It also is a way for you to develop relationships with clients as a trusted advisor. So there's a lot of benefits for it. I think that there certainly are some misconceptions. The traditional role that's, frankly, it's been around 10 years, it's certainly gotten very hot and trendy right now, but the traditional role was somebody would have the experience and hang out a shingle, call themselves a fractional CMO, and they would work with maybe four clients, a fourth of their time to four different clients. Now, they might be paid really well for their time, but a pretty tough model to scale. So what we've been working on is helping agency owners, consultants, strategists, figure out a way to actually use the benefits of this model, but also to do it in a way that is scalable.

(01:50): But first, I want to talk a little bit about the skills and what I think the role is supposed to look like because what we are trying to do is I think every business, every size of business today, fractional, everything means something to them. They have hired people fractionally for a number of roles now, and so the concept of getting marketing leadership in a fractional way I think is very compelling. But I think now maybe it was companies that were over $30 million, they were maybe on the verge of hiring a CMO period and saw fractional as a way to save money. But I think the real market today is in that maybe, I don't know, three to $30 million business that was probably not going to hire a CMO at all, but realizes they have a real gap in marketing leadership. So that's really the model that we are addressing, or at least the democratization of the term, if you will, for how I view it.

(02:50): So let's talk a little bit about what I think this role involves. So in terms of skills, certainly strategic thinking. I mean, it has to be strategy first. You have to lead with that as any way somebody is going to engage you. You're not going to go in and just start diagnosing and saying, oh, you need this and this. There is going to be a period of developing strategy. I've said this word a couple of times and I think it's really key leadership. Most of the folks that I've talked about in that range of three to $30 million do not have any strategic marketing or marketing leadership period. Typically, they're very founder-driven organizations still, maybe they have a sales head of sales, but they really don't have anybody that is advocating for marketing or frankly advocating for the customer. And that's a big part of the leadership role.

(03:38): Technical skills are going to be important. Obviously, you're going to encounter firms that need a lot of things fixed that need to start adding MarTech to the current stack of technology. So somebody who can actually come in and advise on what that should look like, how to automate things, how to stop doing things manually. That to me is going to be a big part of this role. Now, there's also going to be a need for industry knowledge. Now, I don't necessarily mean that you have to niche to be the fractional CMO for a certain industry, but I think that a broad range of industry knowledge, and maybe another way to say that also is marketing experience. You've just seen a lot of things. I think that's probably key as well. I did a survey with databox and the fractional CMOs that we surveyed had, I think the greatest number was over 10 years of marketing experience.

(04:32): Now, that doesn't necessarily mean CMO roles, but marketing experience. And I think that while I don't think that's necessary, that level is necessary for every client that you might serve, there's certainly a need for some level of breadth of experience I think. So according to LinkedIn, 2022, emerging jobs report, demand and skills in data analysis, AI and strategy development are the three growing roles. So I think there are three growing needs in emerging jobs. So I think that's going to run true of this role as well. So the role itself, strategy development, creating long-term marketing plans that aligned with business goals. That's a key point here because I think there are a lot of marketers that can develop a brilliant strategy and a list of tactics and channels and campaigns that go along with it, but then somebody turns around and says, well, how does this help the business go where it wants to go?

(05:29): And so I think that's certainly an element that a fractional CMO is going to bring is let me first understand your business goals and objectives, and then I can actually develop a marketing strategy to support those and not the other way around. I believe that brand, well, brand has always been important. I believe it's going to become more important the next decade or so. The last decade, marketers got a bit lazy, frankly, because SEO, once you figured out how to make that work, it was a pretty easy way to generate leads. The social platforms were willing to sell you all the data on their users, and so consequently, you could really target with effective advertising. Both of those things are going to gradually go away or get much harder. And I think this idea of the companies that develop a strong brand, a brand that helps connect with their buyer, helps build trust with their prospect, those are going to be the brands that I think Excel.

(06:23): And that's really how we're going to have to stand out today. Most of the firms that hire you are going to want market expansion. They're going to want to grow. So having a very strong background in how to actually, and I don't know if it's so much create demand. I know a lot of people will call it create demand, but I think organized behavior, organized customer journeys that people want to go down, that to me is how we're going to expand market and then just optimizing performance. Certainly if you're going to have a seat at the C-suite table, you are going to be talking about metrics. You're going to be talking about the things that you can impact, the things that you can measure, and I think that's really going to be a key role. It's my pleasure to welcome a new sponsor to the podcast.

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(08:14): Fuel your growth, boost revenue, and save precious time by upgrading to ActiveCampaign today. Hey, digital marketers, this one's for you. I've got 30 seconds to tell you about Wix Studio, the web platform for agencies and enterprises. So here are a few things that you can do in 30 seconds or less when you manage projects on Wix Studio. Work in sync with your team all on one canvas, reuse templates, widgets and sections across sites. Create a client kit for seamless handovers and leverage best in class SEO defaults across all your Wix sites. Alright, time's up, but the list keeps going. Why don't you step into Wix studio to see more the marketing leadership role? And this I think is probably the biggest leap for a lot of marketers because a lot of marketers felt like my job is create the plan, execute the plan, measure success and report back.

(09:12): But if we're going to add this level of marketing leadership now, I think we're talking about vision and direction setting, long-term marketing goals aligned with the business objectives, certainly focusing on competitive positioning, differentiating the brand, and what's probably going to be crowded marketplace because every marketplace is crowded According to Deloitte, only 19% of companies align their operating model with their strategy. That's going to be a big part of your job. Brand strategy is going to go beyond brand identity. It's sad, but most marketers know this, but we still talk to a lot of folks that brand is logo. It's your personality, it's your message strategy that is really going to allow you to not only differentiate, but have a prospective client say, wait a minute, you're talking about me. Why isn't anybody else addressing the problem that you're promising to solve? That goes a long way towards brand strategy and then obviously how you carry that out, how you act, how the company or how the prospect or client experiences you is all part of brand strategy.

(10:18): Harvard's business review study found that consistent brand messaging can increase revenue by up to 23%. No shocker there. Alright, optimizing growth. I mean a lot of that's going to be around channel selection, integrating campaigns, performance tracking, but let's not forget good old customer journey. I think that is a great element of this idea of optimizing growth. And it goes hand in hand I think with a brand strategy. Another stat for you pulled a whole bunch of stats together to drive home these points. Forrester reports that companies using advanced analytics to optimize marketing channels see a 15 to 20% increase in marketing. ROI. No surprise there at all. It's the hardest thing to do. It's the hardest thing to get a business excited about doing, but it might just be the difference. Data-driven, you are going to be data-driven, KPI setting teaching actually, I mean a lot of the folks that you end up working with in this role are going to be looking for somebody to come in and say, you know what?

(11:22): We need to be, we need to be tracking these things. Here are the analytics tools that we need to put in place. Here is how I can teach everyone about the marketing p and l. And that's really the way for continuous improvement. And that's a big part I think of this role or at least. And now people may not actually be out there asking for that role, but it is the role that they need. And I think somebody who can position themselves as very data-driven along with very strategic and along with bringing leadership is going to have the package. Gardner found 74% of high performing marketing teams used data analytics to make informed decisions. Alright, acquisition and retention. I think that one way that somebody is a fractional CMO is really going to set themselves apart is to not just think about lead generation. So many marketers are hyper-focused on lead generation.

(12:17): Frankly, so many business owners, I just need more leads. Well, somebody who can actually help them get more business out of their existing clientele, how to retain and get repeat business and understand how to create a better customer experience that turns into referrals. That is going to be definitely an element of how to differentiate yourself as a fractional CMO. Alright, your road to success if you will. It's going to take a very holistic view, and by that I mean we have to go beyond maybe what we think of as traditional marketing tactics and elements. We have to get into sales, we have to get into customer service. Again, if you would think about what a traditional CMO would do, they would sit in the csuite and they a meeting about what needs to happen to make marketing grow and they would be talking about all the elements across many aspects of the business, how the phone is answered.

(13:18): If we want to get completely granular. Those are things that somebody who is taking a holistic view is going to be very focused on because it all adds up to marketing. You are going to have to be able to prove your impact. My hope is that you are going to be charging much more maybe than you are today, but certainly more than somebody who's just selling packages of tactics. However, that's going to come with the price tag of being able to show measurable impact. So make sure that you are going in from the get-go saying, how do we map this to a business objectives? How do we set up the KPIs? How do I get access to the p and l so that I can understand what our cost to acquire a customer actually is? Those are things that if you're going to take this role, you have to boldly demand that you gain access to those things because it's going to be the only way for you to show measurable results and impact.

(14:19): And then lastly, you have to commit to continuous learning. One of the things that you will definitely do if you want to add value is that you will become the r and d department. Every new thing that comes along that maybe they're reading about or maybe they're hearing about in their industry meetings and things, that you're the one that is going to be the voice of reason for it. No, we don't need to follow that. Here's how we can use that. This isn't ready, this is ready. We need to go all in on this. You need to be the R department as well. And that's just going to involve a commitment to continuous learning. I'll leave you with one last statistic. Fractional CMO report in 2024 indicates that businesses with fractional CMOs are 36% more likely to achieve their long-term strategic goals that might be reason enough to pursue this avenue.

(15:16): Alright, hopefully that's given you some food for thought, would love to visit with you. We actually have a program where we teach folks who maybe are not yet calling themselves fractional CMOs, or maybe they are calling themselves factual CMOs, but they've decided they want to find a way to scale this business. We actually give them a tool called Strategy first, which is a very scripted way to create a marketing strategy that has scope. I think one of the challenges a lot of folks have is they walk into a business. The business says, I need you to be my fractional cmo. Nobody defines what that role actually involves. We are trying to define it to package it, to make it something that somebody can scale. So just go to DTM world slash growth. We've got an ebook there on what we believe is the model of the future for being a fractional CMO. Lots of other resources. You can also find out about our certification program. All right, that's it for now. Take care.

Testimonial (16:24): I was like, I founded, I founded. This is what I've been looking for. I can honestly say it has genuinely changed the way I run my business. It's changed the results that I'm seeing. It's changed my engagement with clients. It's changed my engagement with the team. I couldn't be happier. Honestly. It's the best investment I ever made. What

John Jantsch (16:41): You just heard was a testimonial from a recent graduate of the Duct Tape Marketing certification intensive program for fractional CMOs marketing agencies and consultants just like them. You could choose our system to move from vendor to trusted advisor, attract only ideal clients, and confidently present your strategies to build monthly recurring revenue. Visit DTM world slash scale to book your free advisory call and learn more. It's time to transform your approach. Book your call today, DTM World slash Scale.

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Fractional CMO Services: Strategy Before Tactics

John Jantsch — Tue, 16 Jul 2024 13:26:33 +0000

Fractional CMO Services: Strategy Before Tactics written by John Jantsch read more at Duct Tape Marketing

In a recent interview on the Near Media podcast, I had the opportunity to discuss the growing trend of fractional CMO services and how they can benefit small to midsize businesses (SMBs). As the founder of Duct Tape Marketing, I’ve been working with SMBs for over 30 years, and I’ve found that many of these organizations face similar challenges when it comes to marketing strategy and execution.

One of the key points I emphasized during the interview is the importance of strategy before tactics. Too often, SMBs focus on executing marketing tactics without a clear, overarching strategy in place. This leads to a scattered approach that fails to target their ideal customers or differentiate them from competitors effectively.

Fractional CMO services aim to address this issue by providing SMBs with access to high-level marketing expertise on a part-time basis. By hiring a fractional CMO, businesses can benefit from strategic guidance and direction without the cost of a full-time chief marketing officer.

During the interview, I discussed how Duct Tape Marketing’s approach to fractional CMO services begins with a comprehensive strategy phase. This involves working closely with the client to identify their target market, develop clear messaging, and create a customer journey map that encompasses all stages of the marketing hourglass—know, like, trust, try, buy, repeat, and refer.

Once the strategic foundation is in place, we help clients mature their marketing efforts through a staged approach. This involves setting priorities, establishing metrics for success, and consistently communicating progress to stakeholders.

One of the most significant benefits of working with a fractional CMO is building a strong relationship founded on trust. By advocating for the customer within the organization and focusing on strategy before tactics, fractional CMOs can help SMBs achieve sustainable growth and success.

As for the role of AI in marketing, I believe it serves as a valuable tool for increasing efficiency and producing content at scale. However, AI must be married with human expertise and strategic context to be truly effective. Fractional CMOs can play a crucial role in helping businesses navigate the challenges and opportunities presented by emerging technologies like AI.

Fractional CMO services offer SMBs a cost-effective way to access high-level marketing expertise and develop a comprehensive growth strategy. By prioritizing strategy before tactics and building strong client relationships, fractional CMOs can help businesses thrive in an increasingly competitive marketplace.

The interview is broken into 3 parts and can be heard here.

How to Hire a Fractional CMO: 9 Questions to Ask

John Jantsch — Sun, 14 Apr 2024 23:20:20 +0000

How to Hire a Fractional CMO: 9 Questions to Ask written by John Jantsch read more at Duct Tape Marketing

Are you looking at your business goals and feeling your marketing strategy just isn’t cutting it? You’re not alone. Many businesses reach a point where the usual approaches no longer produce the desired results and everything they try just falls flat or I believe the technical term is “meh”. This is where hiring a fractional CMO can make a significant difference.

As the founder of Duct Tape Marketing, I’ve spent 30 years helping small and medium-sized businesses achieve their goals through effective marketing strategies and our Fractional CMO+ approach. My passion for empowering entrepreneurs has led me to publish best-selling books, host a popular podcast, and share insights with thousands at conferences worldwide. The Duct Tape Marketing System, born out of my desire to solve the frustrations business owners face, has revolutionized how organizations approach marketing and drive sustainable growth.

Let’s explore how hiring a fractional CMO could be the key to pushing your business forward. And if you find the concept intriguing, why not learn more?

Business owners get your FREE Marketing Success Toolkit with the Ultimate Case Study for Hiring a Fractional CMO & the Marketing Audit Checklist so you know exactly where to focus or you can schedule a strategy session to see how this could work for you.

The Role and Benefits of a Fractional CMO

Cost-Effectiveness and Strategic Value
Flexibility and Scalability

How to Find & Hire the Right Fractional CMO for Your Business: 9 Questions to Ask

9 Questions to Ask When Hiring a Fractional CMO
Aligning with Business Goals
Cultural Fit and Communication Style

How to Work with Your Fractional CMO for Best Results

Aligning Marketing with Business Objectives
Developing a Strategic Marketing Plan
Execution and Accountability
Customer Focus for Premium Brand Positioning

Advantages of Hiring a Fractional CMO

Injecting New Ideas into Your Marketing Strategy
Leveraging Cross-Industry Experience

FAQs for How to Hire a Fractional CMO

How much does it cost to hire a fractional CMO?
Where can I find a fractional CMO?
When should I hire a fractional CMO?
How much can a fractional CMO make?

The Role and Benefits of a Fractional CMO

So you’re thinking about hiring a fractional CMO. But what exactly do they do? And how can they help your business grow? A fractional CMO is a part-time marketing executive who provides strategic leadership to help companies achieve their goals.

Fractional CMOs usually work on a contract basis, typically for a set number of hours per week or month, and bring a wealth of experience and expertise to the table. Unlike a full-time CMO, a fractional CMO can be hired for a specific project or time period, making them a flexible and cost-effective solution for businesses of all sizes.

Fractional CMOs can work on hourly basis. Most fractional CMOs who work on an hourly basis will charge an average of $200/ hour. However, this number varies greatly based on level of expertise, experience and what they bring to the table.

You can learn more about What a Fractional CMO is and does here.

Cost-Effectiveness and Strategic Value

Hiring a full-time CMO can be expensive, with salaries often exceeding $250,000 to $480,000 per year. For many businesses, this simply isn’t feasible. But a fractional CMO can provide the same level of strategic thinking and leadership at a fraction of the cost.

According to a Forbes article, fractional CMOs typically cost between $3,000 and $36,000 per month, depending on the scope of work and the CMO’s experience level. This can be a game-changer for businesses that need high-level marketing expertise but don’t have the budget for a full-time executive.

Flexibility and Scalability

In my experience, another key benefit of hiring a fractional CMO is the flexibility and scalability they offer. As your business grows and evolves, your marketing needs will change. A fractional CMO can help you navigate these changes and adapt your marketing strategy accordingly. They can also help you scale your marketing efforts up or down as needed, depending on your current goals and resources. This level of flexibility is especially valuable for startups and small businesses that are still figuring out their marketing strategy and may not have the resources to commit to a full-time CMO.

“A fractional CMO can provide the strategic guidance and leadership that businesses need to scale, at a fraction of the cost and commitment.” – John Jantsch

How do You Know If Your Business Needs a Fractional CMO?

To find out if hiring a fractional or part-time CMO is right for your business it’s worth considering some key questions, as highlighted in an article from Inc.

Some of those questions are:

Project Management: Do you lack someone in-house who can oversee and drive various ongoing marketing and branding projects?
Expert Insight: Are you in need of fresh, professional insight into complex marketing challenges, with the ability to turn these insights into actionable strategies?
Specialized Leadership: Is there a long-term project on your plate that demands specialized marketing expertise not currently available within your team?
Cultural Transformation: Do you require a leader to foster a shift towards a more brand and marketing-focused organizational culture?
Completion of Initiatives: Are there numerous marketing projects initiated but left unfinished that need driving to completion?

Answering “yes” to any of these suggests that hiring a fractional CMO could be a beneficial and strategic decision for your business at this time.

How to Find & Hire the Right Fractional CMO for Your Business: 9 Questions to Ask

Okay, so you’re sold on the idea of hiring a fractional CMO. But how do you find the right one for your business?

9 Questions to Ask When Hiring a Fractional CMO

1. Can you demonstrate a proven track record of success?

A fractional CMO should have a portfolio of successful projects and satisfied clients. Ask for case studies, references, and examples of their work to get a sense of their expertise and the results they’ve achieved for other clients.

What is their social proof?

2. Do you have experience working with businesses similar to mine?

Experience tells me that first, you want to look for someone with a proven track record of success in your industry or a similar field. They should have experience working with businesses of your size and stage of growth.

A fractional CMO who understands the challenges of your industry and has worked with similar-sized companies will be best equipped to help. A fractional CMO who has worked primarily with large enterprises may not be the best fit for a startup or small business. Or a Fractional CMO who has worked only with national eCommerce companies might not be the best fit for your local service based remodeling company.

3. Do you follow a proven process for marketing strategy and execution?

A fractional CMO should have a structured approach to marketing strategy and execution. We have an approach called Strategy First and while the strategy is different for every client we always start with the same framework.

If they’re not coming with that strategy first approach, and they’re just saying, “What random acts of marketing do you need?” That’s a red flag.

I want to be clear that a proven process doesn’t mean cookie cutter. It just means that a process that ticks certain boxes allows you to discover things very quickly and move in the right directions quickly. This should include an audit of your current marketing as well as a long-term plan for growth.

4. Do you have the ability to not just create a plan, but also execute it?

When it comes to execution, many small to medium-sized businesses need more than just a strategic plan they need the guidance and execution as well but they generally can not afford the overhead of what that costs. The ideal fractional CMO brings not only marketing expertise but also the ability to execute the plan, guiding your team and driving results for as long as their services are needed at a price you can afford.

5. How flexible is your approach to adapt to changing needs and market conditions?

A fractional CMO should be adaptable and willing to adjust their approach based on your specific needs and evolving market conditions. They’re not just bringing marketing expertise, they’re bringing adaptability.

Think about it: maybe you need to pivot your focus for a new product launch. Or maybe the market throws you a curveball, and you need to adjust your strategy. A fractional CMO is used to working with different businesses and can optimize accordingly. They can help you scale up or down quickly, depending on your needs and budget.

6. Can you present a clear scope of work?

A fractional CMO should clearly outline their services, deliverables, and pricing. This ensures transparency, sets expectations, and avoids any misunderstandings.

Sadly, a lot of marketing folks just throw magic fairy dust out there and print off a couple of reports that don’t really indicate that they are even tracking the right things.

The right fractional CMO will come in and immediately help you identify the KPIs that are actually going to extract the data you need to know and move the needle. They will be very focused on helping you to not only develop the right processes for measurement, but then track and hold you and themselves accountable.

7. How will you integrate and collaborate with our existing team or how will your implementation team work within my organization?

A fractional CMO should be able to collaborate effectively with your existing in-house team. Look for someone willing to learn about your processes and capable of building a positive rapport with staff while guiding them.

They may be expected to work with, integrate and guide your team or they may need to come with their own implementation team. Either way they should be able to lead and delegate with your company goals in mind.

8. What are your core values and preferred communication style?

Don’t underestimate the importance of cultural fit and communication style when hiring a fractional CMO. This person will be working closely with your team and representing your brand, so it’s crucial that they share your values and communicate in a way that resonates with your team and customers. A fractional CMO should represent your brand values and communicate in a way that aligns with your company culture.

In general you should look for someone who is a good listener, communicates clearly and effectively, and has a collaborative approach to working with others.

9. What quick wins can you offer us?

This is a trick question, I know no one likes those, but it is a very important one.

A fractional CMO should be realistic about setting expectations and avoid offering both unrealistic promises and “quick win” solutions. Sustainable marketing success takes time and a strategic approach. Be wary of those who guarantee overnight results.

Aligning with Business Goals

It’s also important to find a fractional CMO whose approach aligns with your overall business objectives. Before you start your search, take some time to define your marketing goals and the specific challenges you’re facing. Then, look for a fractional CMO who has experience tackling similar challenges and can provide a clear plan for how they’ll help you achieve your goals.

So how do you define your marketing goals and challenges?

Start by identifying what you want to achieve in simple terms—like increasing sales by 20% or growing your subscribers by 500. Then, list down the main obstacles you currently face, such as limited budget or lack of specific expertise.

A straightforward exercise to help this process is to draw two columns on a piece of paper: label one “Goals” and the other “Challenges”. Fill these columns with concise points. This visual approach can quickly clarify your priorities and hurdles, making it easier to tackle them systematically.

Cultural Fit and Communication Style

In general you should look for someone who is a good listener, communicates clearly and effectively, and has a collaborative approach to working with others.

When hiring a fractional CMO, it’s important to find someone who aligns with your business goals, has a proven track record of success, and is a good cultural fit for your team. #marketing #leadership

How to Work with a Fractional CMO for Best Results

You’ve found the perfect fractional CMO for your business. Now what? The first step is to ensure that your marketing efforts are closely aligned with your broader business goals. Your fractional CMO should work with you to understand your overall objectives and develop a marketing strategy that supports those goals.

This might involve conducting market research, analyzing your target audience, and identifying key metrics to track your progress.

Developing a Strategic Marketing Plan

Once you’ve aligned your marketing with your business objectives, it’s time to develop a strategic marketing plan. Your fractional CMO should lead this process, working with your team or your leadership and their implementation team to identify the most effective tactics and channels for reaching your target audience.

We call our strategic process Strategy First. By name, by brand name, but it’s still it’s an approach. Do they have an approach that says, well, before we get into doing x, y, and z, we are going to study what our strategic direction is going to be. We’re going to study how we’re gonna differentiate. If your Fractional CMO is not coming with that strategy first approach, and they’re really just doing random acts of marketing, is that really what you need?

Then, after they develop your strategy (with you) they get into the tactics. This might include a mix of digital marketing, content marketing, social media, email marketing, and traditional advertising.

The key is to develop a plan that is tailored to your specific business needs and goals and then how they are going to execute on that plan. Of course, even the best marketing plan is useless if it’s not executed effectively. Your fractional CMO should work with your team to ensure that everyone is on the same page and that tasks are being completed on time and on budget.

They should also have the authority and support to hold your team accountable for meeting key metrics and milestones, and provide regular updates on progress and results.

Customer Focus for Premium Brand Positioning

Finally, your fractional CMO should help you focus on the customer experience as a way to elevate your brand perception and loyalty. This might involve developing customer personas, mapping out the customer journey, and identifying touch-points where you can create a more seamless and enjoyable experience. By putting the customer first, you can differentiate your brand from competitors and charge a premium for your products or services.

Remember your Fractional CMO should be the advocate for the customer.

“A fractional CMO can help you align your marketing with your business objectives, develop a strategic plan, and execute it effectively while keeping the customer at the center of everything you do.” – Duct Tape Marketing

What a Fractional CMO provides for a businesses marketing strategy.

Advantages of Hiring a Fractional CMO

One of the biggest advantages of hiring a fractional CMO is the fresh perspective they bring to your marketing efforts. When you’ve been working on your marketing for a while, it’s easy to get stuck in a rut and keep doing things the way you’ve always done them. But a fractional CMO can challenge your assumptions and introduce new ideas and approaches that you may not have considered before. They can help you think outside the box and come up with creative solutions to your marketing challenges.

In short, you want to hire a fractional CMO that is going to challenge you when it comes to how your marketing strategy can help you reach your business goals.

Leveraging Cross-Industry Experience

Another advantage of hiring a fractional CMO is the cross-industry experience they bring to the table. Many fractional CMOs have worked in a variety of industries and can draw on that experience to create unique marketing strategies that stand out from the competition.

For example, a fractional CMO who has worked in the tech industry might be able to apply some of the innovative marketing tactics used in that space to a more traditional industry like healthcare or finance. By leveraging this cross-industry experience, you can create marketing strategies that are truly one-of-a-kind and help you differentiate your brand in a crowded market.

“Fractional CMOs bring a wealth of experience and fresh perspectives to the table, helping businesses think outside the box and create truly unique marketing strategies.”

Key Takeaway:

Bringing in a fractional CMO can inject fresh, innovative ideas into your marketing efforts, drawing from a diverse range of industry experiences to uniquely position your brand in a crowded marketplace.

FAQs for How to Hire a Fractional CMO

How much does it cost to hire a fractional CMO?

The price varies, but you’re looking at around $3,000 to $10,000 per month based on experience and hours worked.

Where can I find a fractional CMO?

Check out professional networks like LinkedIn or niche agencies that specialize in executive marketing placements.

When should I hire a fractional CMO?

If your business is scaling up but has maybe hit a plateau or isn’t ready for a full-time executive leadership, it’s time to consider hiring a fractional CMO.

How much can a fractional CMO make?

Average earnings fall between $50k and $200k yearly. This swings widely with the deal’s specifics and their workload.

Conclusion

Hiring a fractional CMO is a game-changer for businesses ready to scale their marketing efforts. By bringing in a seasoned pro with a proven track record, you can inject fresh ideas, tap into cross-industry expertise, and align your marketing strategy with your big-picture goals.

The key is finding the right fit – someone who gets your vision, meshes with your team, and knows how to drive results. With the right fractional CMO in your corner, you can take your marketing to new heights without the overhead of a full-time exec.

So, if you’re ready to ditch the marketing “meh” and scale your business, it’s time to start the hunt for your perfect fractional CMO. Trust me; your bottom line (and your sanity) will thank you.

Get your FREE Marketing Success Toolkit with the Ultimate Case Study for Hiring a Fractional CMO & the Marketing Audit Checklist so you know exactly where to focus or you can schedule a strategy session to see how this could work for you.

Fractional CMO Insights Survey: Why Businesses Hire Them & How to Become One

John Jantsch — Tue, 02 Apr 2024 15:56:19 +0000

Fractional CMO Insights Survey: Why Businesses Hire Them & How to Become One written by John Jantsch read more at Duct Tape Marketing

Nearly half of the marketers we surveyed are now offering fractional CMO services.

Our latest Fractional CMO Insights survey reveals the skills driving this boom, the industries reaping the biggest benefits, and what it takes to land your ideal client (or become the fCMO everyone wants).

Whether you're a business seeking growth, a seasoned marketer considering the fCMO path, or an agency exploring new models, our exclusive Fractional CMO Insights Survey has the answers you need.

Discover why businesses are embracing fCMOs, the skills that drive success, and how this model can transform your marketing results.

What is a Fractional CMO?

Think of a fractional CMO (fCMO) as a highly experienced marketing strategist on a part-time basis. They bring the expertise of a full-time CMO without the full-time cost commitment. But how does this model benefit businesses and marketers?

In this post is hot-off-the-presses survey data from strategic marketing agency, Duct Tape Marketing, Databox, and ActiveCampaign shows why fractions of a CMO’s time may be worth more than the whole.

For more information on what a fractional CMO does check out the Ultimate Guide to Scaling a Fractional CMO Business.

First of its Kind Fractional CMO Survey - Key Findings

Our survey polled over 260 respondents, including fractional CMOs, agencies using the model, and businesses who hire them. This gave us unique insights into the reasons behind its popularity and the potential benefits for all involved.

Adoption is booming. Almost half (48.6%) of respondents said they are currently working as fractional CMOs. Survey results show that most fractional CMOs are in demand for their strategic guidance and cost-effectiveness.
Experienced marketers thrive. Over 70% of fractional CMOs indicated having more than 10 years of marketing experience.
Strategic services are key. Services like strategic planning (92.67%), marketing strategy development (88.67%), and content strategy (82.67%) ranked as top fCMO services.
Professional Services and SaaS industries lead. These industries see the biggest benefits from an fCMO, with SaaS/Software/Tech (65.33%) and Professional Services (55.33%) being the top client industries.

Key Discovery: Businesses aren't just saving money with fCMOs – they're gaining access to top-tier strategic guidance that can transform their marketing results.

The Ideal Fractional CMO Profile

Our survey reveals the skills and experience that set top performers apart. While a solid marketing background is important, strategic thinking and adaptability are just as crucial. To thrive as a fractional CMO, be ready to offer in-demand services like strategic planning and digital marketing, while excelling at communication.

The 2024 Fractional CMO Insights Survey shows the ideal fractional CMO profile:

Most have 10+ years marketing experience
Balanced to busy workloads reflect healthy demand
Provide strategic planning, marketing strategy, content strategy, digital marketing, and other marketing services
Strong communication skills and ability to develop strategies are crucial
Clients are mainly in SaaS/tech and professional services

Market Opportunities for Companies and Fractional CMOs

Businesses are increasingly choosing fCMOs for their strategic expertise and specialized skills, particularly in digital marketing. This model offers cost-effective access to senior-level guidance and an unbiased perspective on marketing challenges. While finding the right fCMO takes some effort, the benefits make this a highly attractive option for many companies.

Why are businesses turning to the fractional CMO model?

Strategic Guidance: Companies seek fCMOs for their expertise in developing winning marketing strategies.
Specialized Skills: In-house teams often lack the niche knowledge fCMOs offer, especially in digital marketing.
Cost Savings: Fractional CMOs provide senior-level guidance at a fraction of the cost of a full-time hire.
Unbiased Perspective: Businesses value the fresh, objective insights an fCMO brings.

Implications: A Thriving Market for Strategic Marketers

Our survey highlights a significant demand for experienced marketers willing to work on a fractional basis. This presents several opportunities:

High-Value Services: Fractional CMOs can provide strategic guidance and specialized marketing expertise, becoming invaluable extensions of their clients' teams.
Skill Development: This model encourages continued growth in strategic planning, digital marketing, and other high-demand skills.
Essential Soft Skills: Emphasizing flexibility, communication, and strategy development are crucial for success in the fCMO role.
Industry Specialization: Focusing on clients in SaaS/tech and professional services will maximize your impact and streamline your client acquisition efforts.

Business Owner

or

Marketing Consultant?

Choose your adventure!

Business Owners:
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Get your hands on our FREE Marketing Success Toolkit, which includes:

Discover if hiring a Fractional CMO is what your business needs and how to do it
The Marketing Audit Checklist: Gain crystal-clear insights into your current marketing state

Business Owners

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fCMOs & Marketing Consultants:
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The 2024 Fractional CMO Survey Results

The survey reveals a growing trend in adopting the fractional CMO model, driven by its strategic benefits, above everything else - for all parties.

The demand for these roles is reflected in the balanced to busy workloads of current fractional CMOs. Success in this model requires a blend of extensive marketing experience, strategic and digital marketing skills, and strong soft skills like communication and adaptability.

Who Did We Survey?

Of 261 respondents who took the survey, almost half (48.66%) are currently fractional CMOs. 17.62% are agencies currently offering fractional CMO services, 14.56% are considering becoming a fractional CMO, 6.13% are companies that hired a fractional CMO, 4.60% are agencies considering offering fractional CMO services and 2.68% are companies considering hiring a fractional CMO. 5.75% didn’t fit in any of the offered options.

Fractional CMO Perspective

There are 128 Current fCMOs and 38 who are considering becoming a Fractional CMO.

The Workload of a Fractional CMO

Fractional CMOs mostly describe their workload as balanced (26.49%) or busy (25.83%), indicating a healthy service demand. The majority have substantial experience in marketing roles before becoming a fractional CMO, with over 70% reporting having more than 10 years of experience.

How Fractional CMOs Work with their Clients

Respondents have top-ranked Strategic planning.

Main Services Offered by Fractional CMOs

Key services provided by fCMOs include strategic planning (92.67%), marketing strategy development (88.67%), content strategy and development (82.67%), digital marketing (78.67%), brand positioning and messaging (78.67%), Customer Segmentation and Targeting (72%), Brand Development (68.67%), Marketing Operations (67.33%), Lead Generation Strategies (67.33%), Product Launches (58%), and Marketing Technology (tech stack) Consulting (50.67%). This diverse range of services highlights the broad skill set required for the role.

Crucial success factors for most of them are client communication skills, comprehensive strategy development and flexibility to adapt to client needs.

Main Industries for Fractional CMO Work

Fractional CMOs primarily work with clients in SaaS, Software or Technology (65.33%) and Professional Services (55.33%), highlighting these industries' need for marketing expertise.

Find the Right Fractional CMO for Your Business - Ideal Fractional CMO Profile

10+ years of expertise; strong foundation in various marketing disciplines (hard skills) with focus on Strategy development and Digital marketing, while also possessing excellent soft skills like communication and adaptability. Targeting industries like SaaS, Software or Technology and Professional Services could be a wise initial focus.

Marketing Agencies: The Benefits of Adding Fractional CMO Services

Agencies are getting into the fractional CMO game too! Here's why:

More strategic positioning: Offering fCMO services boosts an agency's strategic value. This was reflected in survey responses, where 'Makes us more strategic as an agency' was a top benefit for agencies.
Stronger client relationships: Clients get more personalized marketing leadership. 'Enhanced client relationships' was another highly ranked benefit for agencies offering fCMO services.
Adapting is easy: Most agencies find the shift to offering fCMO services smooth. [Insert the percentage of agencies who found adapting their model easy].

There are 46 agencies currently offering fCMO services and 12 agencies that are considering offering Fractional CMO services.

More Agencies are Adapting the Fractional CMO Model and Services

Most of the agencies stated that they are engaged in the fCMO concept in some way: 17.65% are Actively engaged, with numerous ongoing engagements, 47.06% are Moderately engaged, with a few ongoing projects, 21.57% are exploring the model and considering future engagements.

More Strategic Positioning

Main areas in which they help clients: main areas in which agencies most often provide (or plan to provide) assistance with Fractional CMO services are Strategic planning, followed by Digital Marketing.

Adoption is Easy

Adapting to the model: Most agencies experienced slight to no challenges adapting agency services to fit the fCMO model. No agency found it very challenging.

Strong Client Relationships

Benefits: As the primary benefits for agencies offering Fractional CMO services, Agencies mostly stated that it Makes them more strategic as an agency and Enhanced client relationships.

Success Factors: For most agencies, the Ability to develop comprehensive strategies, Client communication skills and Flexibility to adapt to client needs are crucial for success.

Client Industries: Agencies offering fCMO services primarily work with clients in SaaS, Software or Technology (57.69%) and Professional Services (51.92%), highlighting these industries' need for marketing expertise.

Adapting to the model isn’t challenging for most agencies. On the other hand, the benefits of including the model are substantial - it’s about positioning own business as more strategic and enhancing relationships with clients. The industries they work with are, as for fCMOs - SaaS and Professional Services. Also, agencies rank soft skills are crucial for the success.

Business Owners: Find the Right Fractional CMO for Your Business

There are 16 companies that hired a Fractional CMO and 7 that are considering hiring a Fractional CMO

Top-ranked factors influencing companies’ decision to hire are the Need for specialized expertise, cost-effectiveness (compared to a full-time CMO), and desire for unbiased guidance, and the need for specialized expertise.

What drives businesses to hire fCMOs? It's about:

Top-tier expertise: Specialized knowledge is harder to find in-house. 'Need for specialized expertise' was a top factor influencing companies' decision to hire an fCMO.
Cost savings: Get senior-level guidance without the full-time salary. 'Cost-effectiveness' also ranked as a major reason for hiring.
Outside perspective: fCMOs offer unbiased advice for better decision-making. The 'Need for unbiased guidance' was another significant hiring factor identified in the survey.

Main areas they in which fCMO helps them: Respondents top-ranked Digital marketing and Strategic planning.

Companies reported encountering slight challenges in finding a suitable fractional CMO.

When it comes to the greatest benefits attributed to hiring a fractional CMO, companies have top-ranked Strategic expertise. Cost savings come as second.

When it comes to the importance of the factors when choosing a Fractional CMO to hire, the companies have top-ranked Ability to develop comprehensive strategies and Depth of industry knowledge, closely followed by Flexibility to adapt to client needs and Understanding and navigating market Trends. Pricing is at the bottom.

Ready to Hire an Part-Time CMO or Become One?

Our survey shows significant demand for experienced marketers to fill fractional CMO roles. This model offers high-value services while fitting seamlessly into the way clients operate.

At Duct Tape Marketing we help business owners find the right fractional CMO to help them scale and for agencies we help them transition to the Fractional CMO model themselves.

Download our free growth tools to help get you started.

2024 Marketing Trends for Fractional CMOs: A Guide

John Jantsch — Thu, 18 Jan 2024 15:32:32 +0000

2024 Marketing Trends for Fractional CMOs: A Guide written by John Jantsch read more at Duct Tape Marketing

I’ve put together my thoughts on what 2024 holds for marketing strategists and fractional CMOs. But let me be upfront: I approach the concept of “trends” with a healthy dose of skepticism. Why? Because often, by the time something is labeled a trend, it’s either already happening or it’s just a shot in the dark.

Today, I want to cut through that noise and talk about real shifts that matter, especially for you fractional CMOs out there.

I’ve been in the marketing trenches for over two decades and I’ve learned to distinguish the fads from the game-changers. Over the years, I’ve learned to cut through the hype and zero in on what really drives a company’s success. For those stepping into the role of a fractional CMO, grasping this viewpoint is essential; it’s all about capturing the essence and connecting with audiences just as vividly as a well-pictured story does. You’re juggling a ton of different hurdles in all sorts of fields, and what you really need are strategies that don’t just make sense but actually work.

2024 Marketing Trends for Fractional CMOs: A Guide

As a fractional CMO, you’re in a unique position to help businesses navigate the ever-changing marketing landscape. But with so many trends to keep track of, it can be tough to know where to focus your attention.

In this guide, we’ll break down the five most important marketing trends for fractional CMOs in 2024. We’ll also provide actionable tips on how you can leverage these trends to help your clients succeed.

Get a complete fractional CMO system that changes how you think about your agency’s growth.

2024 Marketing Trends for Fractional CMOs: A Guide
Embracing AI in Marketing Strategies
Navigating Search Engine Evolution
- A shift to AEO or Answer Engine Optimization.
The Dominance of Video Marketing
- AI-Driven Content Creation
- Video Content and AI Efficiency
Prioritizing Data Privacy and Compliance
- Leveraging First-Party Data for Targeted Marketing
Trust and Customer Experience is Key
Adapting to Market Trends as a Fractional CMO

Embracing AI in Marketing Strategies

Artificial intelligence (AI) has been a hot topic in marketing for years, but in 2023, it had it’s moment and in 2024 it will become a cornerstone for our marketing strategy. AI-powered tools can help you with everything from content creation and social media management to data analysis and customer segmentation.

There’s no doubt it can help you create content, but there’s a lot more to AI than that.

As a fractional CMO, you can use AI to:

Brainstorm: AI tools like ChatGPT and Bard can help you to generate ideas when you are not feeling creative.
Create personalized content: AI can help you generate blog posts, social media updates, and even email marketing campaigns that are tailored to your clients’ specific target audiences.
Automate tasks: AI can free up your time so you can focus on more strategic initiatives. For example, you can use AI to automate tasks like scheduling social media posts, responding to customer inquiries, and generating reports.
Make better decisions: AI can help you analyze data and identify trends that you might otherwise miss. This can help you make better decisions about your clients’ marketing campaigns.

Rev up your marketing with AI: Think less grunt work, more genius content. From tailored articles to multi-platform videos, it’s a game-changer for fractional CMOs. #AIMarketing #ContentRevolution Click to Tweet

Navigating Search Engine Evolution

Search engines are shifting, and as a fractional CMO, you’ve got to stay on your toes. Remember when search results were one-size-fits-all? Those days are long gone. Now we’re looking at answer engines that serve up tailor-made results like a personal concierge for every user.

Imagine this: two people type the same question into a search bar but get different answers. Why? Because these platforms now weigh in our browsing habits, location, and even the device we’re using to give us what they think we want. It’s all about making sure each click gets us closer to ‘the one’—that perfect piece of content or product.

Keyword stuffing will not work in 2024 nor has it for a long time. You’ll need to think more conversational AI-driven content creation because that’s how you’ll feed those hungry answer engines with quality bites they can’t resist sharing with users.

A shift to AEO or Answer Engine Optimization.

We will start to see AEO or Answer Engine Optimization as the new SEO. Think of AEO as your content’s secret weapon for grabbing the spotlight in search results. It’s about crafting content that directly answers people’s questions, especially those phrased as queries. Imagine someone asking, “What’s the best way to potty train a puppy?” With AEO, your client’s helpful blog post on that exact topic could land smack dab in the coveted answer box at the top of the search page or your favorite LLM platform.

The Dominance of Video Marketing

“Video first” isn’t just a catchy phrase; it’s the reality of our content landscape. Video is no longer just one of the content types; it’s becoming the basis of content strategy.

The immediacy, the intimacy, and the versatility of video make it a powerful tool for storytelling, brand building, and customer engagement.

As a Fractional CMO, steering your clients towards a video-first content approach could be the game-changer they need.

AI-Driven Content Creation

Gone are the days when creating killer video content was an epic feat reserved for big-budget studios. Now, with AI even small marketing teams can churn out high-quality and effective videos.

Video Content and AI Efficiency

Talk about efficiency—AI isn’t just making video creation easier; it’s transforming repurposing into an art form itself. You can shoot a video once but cut countless ways to fit any social platform’s appetite—from bite-sized to long-form and even ads.

Creating video content for social media: Share short, engaging videos on platforms like TikTok and Instagram.
Using video for sales and marketing: Create video testimonials, product demos, and explainer videos
Running video ads: Video ads can be a great way to reach a large audience and generate leads.

Prioritizing Data Privacy and Compliance

Remember the time when you could collect user data without much fuss? Well, those days are gone. The digital marketing landscape has evolved drastically with stringent data privacy regulations like GDPR and CCPA taking center stage. For marketers, particularly fractional CMOs, it’s a game of staying ahead while playing by the new rules.

The spotlight is now on first-party data as third-party cookies crumble under regulatory pressure. You’ve got to get crafty in how you gather and use customer info directly from your audience—think website interactions or social media engagements—because let’s face it, that goldmine of third-party data isn’t what it used to be.

It’s not just about compliance; it’s about building trust. Show your customers you value their privacy as much as they do by implementing transparent practices for collecting and handling their information. It’s smart business because when customers trust you, they stick around longer—and we all know that loyalty pays off in spades.

As a fractional CMO, you can help your clients by:

Developing a data privacy policy: This policy should explain how your clients collect, use, and store customer data.
Obtaining consent from customers: Make sure your clients have consent from customers before collecting their data.
Being transparent about how data is used: Let customers know how their data will be used and give them the ability to opt out.

Leveraging First-Party Data for Targeted Marketing

Think of first-party data as the secret sauce that gives your marketing strategy its unique flavor. It’s information your clients’ customers willingly share, like website interactions or social media engagements. It’s a digital handshake where they say, “Here’s my info; show me something good.”

And with privacy rules tighter than ever, this direct connection is more valuable than ever before. Why? Because it lets you talk to folks on a level that feels almost psychic. No more throwing spaghetti at the wall and hoping it sticks. Now, you’re using their own words and behaviors to craft laser-focused messages that resonate deeply. Imagine the conversion power!

Say goodbye to third-party cookies and hello to trust-building with first-party data. For fractional CMOs, it’s time to play smart in the privacy-first marketing arena. #DataPrivacy #MarketingTrends2024 ️ Click to Tweet

Trust and Customer Experience is Key

The pandemic’s silver lining? It cranked up customer expectations for top-notch service and convenience.

In 2024 companies can use AI tools to make every interaction feel like it’s tailor-made. You know when you walk into your favorite coffee shop and they start prepping your usual order before you even say hi? That’s the kind of personalized touch we’re talking about.

Fractional CMOs can utilize data to personalize their client’s customer journey though marketing messages and website content. They can also use these tools to make it easier to do business with you through frictionless checkout procedures and website navigation.

However, be careful, if these tools aren’t implemented and used correctly it do be more harm then good. And remember the best tool is the one that you know how to use.

AI bots are the new digital baristas, serving up personalized experiences faster than your favorite coffee spot. #CustomerServiceRevolution Click to Tweet

Adapting to Market Trends as a Fractional CMO

Fractional CMOs need to ride the wave of change, and 2024’s marketing landscape is all about smart tech and savvy strategies.

To sum it all up: With AI marketers can churn out top-notch material at warp speed, especially with video. It’s not just cat clips anymore; it’s becoming king in customer engagement.

The search game is also leveling up with engines getting smarter by serving personalized answers faster than you can say “SEO”. This means we’ve got to fine-tune our digital presence like never before—think less keyword stuffing, more answering real people’s questions.

Data privacy isn’t just nice-to-have; it’s must-have now. We’re swapping third-party cookies for first-party data treasure troves that keep us in line with GDPR while giving us killer insights straight from our audience.

Last but not least, trust and customer experience has become the golden ticket and will be key not just for 2024 but beyond.

2024’s marketing is a wild ride. AI boosts content, video reigns supreme, AEO takes over SEO, data privacy is king & TRUST is everything. #MarketingTrends #FractionalCMO Click to Tweet

Keep these insights close—they’re the compass for navigating tomorrow’s waves as a fractional CMO poised at the helm of change.

Free up your time, increase ROI, and finally learn how to scale by licensing a complete fractional CMO+ system for your marketing agency. We have helped 1000s of agencies scale and clients soar with this proven marketing system, check it out.

How to Scale Your Agency with Productized Marketing Services

John Jantsch — Mon, 08 Jan 2024 14:49:39 +0000

How to Scale Your Agency with Productized Marketing Services written by John Jantsch read more at Duct Tape Marketing

The best thing you can do right now to scale your agency is to productize your marketing services.

Struggling to scale your strategic marketing agency? Working tirelessly on
both big and small projects but feeling like your earnings don’t match
your effort? This frustration is shared by many, where the hours poured
into work seem to overshadow the financial return. I navigated a similar
hurdle when I first started my strategic marketing agency, Duct Tape
Marketing, working relentlessly but watching my earnings plateau. It was
at that moment I understood things couldn’t stay the same.

Over 20 years ago, I pivoted from tailoring bespoke, effort-heavy
marketing solutions that left me exhausted and my clients less than
impressed to embracing a transformative strategy: productized offerings.
productized marketing services. This strategy was a game-changer, allowing
my agency to work smarter, not harder, and significantly increasing our
revenue year after year.

Get a complete
fractional CMO system
that changes how you think about your agency’s growth.

The Essence of Productized Services in Marketing
- Defining Productized Marketing Services
- Benefits of Productizing Your Agency’s Services
Crafting Your Productized Marketing Service Offerings
More on the Benefits of Productizing Your Marketing Services
Marketing Your Productized Services Effectively

The Essence of Productized Services in Marketing

Productized marketing services are fixed, repeatable offerings; most
agencies offer services tailored to each clients’ unique needs. This is
not to say that each client is not unique and should not be treated as
such. But in the very beginning of an agency-client relationship there are
certain things that every client needs and that is what can be
productized.

The idea of productizing marketing service based business goes beyond
marketing and can really be applied to almost any service-based industry.

Defining Productized Marketing Services

In marketing, productizing means turning your offerings into standardized
packages. Like products on a shelf, these services have fixed scopes and
price tags. Think Facebook ads or web design but sold like off-the-rack
suits: they fit well enough for most businesses without needing
tailor-made solutions.

This business model takes what typically might be custom work—say
designing a website—and distills it down into something more tangible:
“Website Design Package A includes up to 5 pages with basic SEO
optimization.” It makes buying decisions easier because clients know
exactly what they’re getting and at what cost—a powerful lure for small
businesses watching every penny.

Benefits of Productizing Your Agency’s Services

If you’ve ever faced cash flow headaches at month-end or juggled multiple
client expectations simultaneously, standardization could be your
ticket to scalability heaven. By defining precise deliverables upfront—whether it’s logo design or
web development—you let potential clients know exactly what they’re
getting without any guesswork involved.

Productizing also allows agency owners to save time focusing on crafting
high-quality content rather than being bogged down by project management
intricacies every step along the way. You get more space to stay focused
on market trends while fostering long-term relationships through reliable
delivery mechanisms; ultimately leading not just revenue growth but also
customer satisfaction due largely thanks in part because user experiences
have been made so much better.

Revolutionize your agency with productized services—like a 3 item coffee
shop menu for digital marketing. Say hello to clear choices, fixed
prices, and happy clients. #MarketingStrategy #AgencyGrowthClick To Tweet

Crafting Your Productized Marketing Service Offerings

Turning your marketing agency’s services into well-oiled machines starts
with a focus on productization. Creating a consistent experience for your
customers through productizing is the key to providing an efficient and
expert service.

Identifying Your Target Market

Before anything else, zeroing in on who will love your service is key. You
want to aim for that sweet spot where 20% of customers bring in most
business benefits—your ideal target market. Look at your data trends; they
don’t lie. They tell tales of who your best clients and who’s willing to
pay for the value you provide.

Once you have
identified the top percent
then dig deeper. You need to understand their pain points better than they
do themselves because let’s face it, everyone loves someone who gets them.

Structuring Your Service Packages – Standardize

The art here lies not just in creating attractive bundles but ensuring
each one has clear deliverables—a transparent blueprint clients can trust.
With clarity comes confidence from both sides: agencies promise tangible
results while clients grasp exactly what they’re investing in.

Pricing structures mustn’t be a puzzle either; transparency wins races
here too. By communicating pricing models early, clearly, and often you
can start to earn trust, something that is hard to do in the agency world.

Standard Operating Procedures (SOPs) for Consistency

SOPs aren’t glamorous—but boy do they pack a punch when delivering
consistent customer experiences. This step will take time. Even if it took
3 weeks, it would likely be the most beneficial 3 weeks you spent on one
thing for you agency.

This structured approach helps teams stay focused so time isn’t wasted
reinventing wheels but rather polishing those already rolling smoothly
along tracks paved by streamlined processes designed specifically around
efficiency—and ultimately leading towards predictable outcomes loved by
all parties involved.

These SOPs are what will allow you to scale, to teach others how to run
your processes almost as well as you would. This is what will allow you to
start working on your agency instead of in it.

Key Takeaway: Turn your agency’s services into
productized services, offering the same excellence every time—like a
trusted cup of coffee.

Nail down who really digs your service. Use data to uncover their
pain points and craft packages that hit home – For Them, Not You.

Create clear, confidence-boosting service bundles with
straightforward pricing. And finally experience a trusted client
relationship.

SOPs are your secret sauce for delivering spot-on customer
experiences consistently—it’s all about precision and
predictability.

More on the Benefits of Productizing Your Marketing Services

Revolutionize It’s about transforming those time-sucking, custom, often
unpredictable service offerings into neatly packaged, expert solutions
that clients can trust. Because you have done it before you know what the
results will be. Your services are proven and not a test.

Streamlining Sales and Operations

By standardizing your offerings with productized services, you create a
smooth-running machine. Your client knows the exact service that they will
get with clear package outlines and pricing and you know exactly how to
deliver that to them and how much time it will take.

Your team members will thank you as well because when they have clear
standard operating procedures (SOPs) to follow, it takes away guesswork
and streamlines training. And if there’s one thing employees appreciate,
it’s knowing exactly what needs to be done without having to decode
cryptic instructions every day.

Boosting Profit Margins

Once you’ve nailed down an efficient delivery method for your productized
service—the kind that lets customers know precisely what they’re
getting—you can actually charge more for them. Yes indeed. Because
consistency breeds quality which justifies premium pricing all day long.

This model also helps keep cash flow steady since recurring services mean
predictable monthly income streams—it’s like subscription models in retail
but without needing fancy box packaging or catchy jingles.

Enhancing Customer Value Proposition

Last but certainly not least is how this approach elevates customer
experience—a critical factor considering today’s consumer savviness where
poor user experiences never go unnoticed (or so social media would have us
believe). When clients understand exactly what they’ll get from each
package offer—they’re happier because transparency builds trust.

The cherry on top? They start seeing results quicker thanks again to those
standardized processes which make delivering high-quality work
efficiently.

Key Takeaway: Productizing your marketing services
turns chaos into clarity, making sales smoother and boosting profits.
Your team gets clear SOPs while clients enjoy transparent packages
they can trust—leading to quicker results and killer referrals.

Communicating Value Effectively

Sell not just what it is but what it solves; paint a picture where their
life gets easier because of your packaged solution—and yes, we mean
literally spell out those benefits so they know exactly what they’re
signing up for.

Your Facebook ads management might save 10 hours per week—that’s
binge-watching two seasons of “The Office” worth of time saved.
Show them how speed optimization means no more spinning wheels on their
website—which translates into visitors sticking around longer than a
confused squirrel on a busy street.

Remember though—no amount of persuasive chatter will stick if you don’t
deliver promised results. That said, once people see others singing
praises about how much easier life is post-adoption (cue testimonials.),
trust me—they’ll line up faster than kids at an ice cream truck.

Examples of Productized Marketing Services

Social Media Management: Create tiered packages for
managing different aspects of social media. These could range from basic
content creation and scheduling to comprehensive management, including
strategy development, analytics, and engagement across multiple
platforms.
Here is an example of Lyfe’s social media management’s packaged service.
SEO Optimization: Develop bundles tailored for
different levels of SEO needs. Services could include keyword research,
on-page optimization, technical SEO audits, content strategy for SEO,
and backlink building strategies.
Content Creation: Offer monthly subscription plans for
creating various types of content. Depending on the package, this could
include blog posts, articles, video scripts, and infographics, with
different volumes and frequencies of content production.
Email Marketing: Provide structured packages for
designing and managing email marketing campaigns. This can include
newsletter design, list segmentation, campaign automation, and
performance analysis to optimize engagement and conversions.
Marketing Strategy and Consulting Packages: My personal
favorite and expertise. Offer a comprehensive package that includes
market analysis, strategy development, and implementation guidance. This
could involve competitor analysis, identifying target demographics,
developing marketing strategies tailored to the client’s business, and
providing ongoing consulting services for strategy refinement and
execution. At Duct Tape Marketing we offer this in just one inclusive
and expertly crafted package through our
Fractional CMO+ System.

Marketing Your Productized Services Effectively

Give Your Productized Service a Name

Name or brand your service to help sell it. For example, I created
Strategy First, which is the name for my marketing system that I offer to clients. That
itself became it’s own brand. I created materials, elements, and graphics
just for Strategy First. This showed my clients exactly what they were
going to get and familiarize themselves with the concept.

Leveraging Social Media and Content Creation

According to a survey by Databox 47%
of agencies are not happy with their self-marketing
when compared to their competitors. Social media isn’t just for cat videos
anymore—it’s a megaphone for your marketing message. Educate your audience
on the problems that this productized approach solves for them and use
social media to amplify that message. Craft high-quality content around
pain points, showing them there’s light at the end of their
problem-riddled tunnel through your well-defined service packages.

Field Testing and Refinement

Rome wasn’t built in a day—and neither will perfect productized service
models be conjured up overnight either. Once you’ve created some stellar
packages based on your best-selling services it’s showtime: field testing
with actual paying customers who’ll give honest feedback. This stage is
crucial since customer insights help tweak those initial assumptions made
during development.

Key Takeaway: Market your productized services:
Give your productized service a brand, name and voice.

Build trust through content. Use social media for more than just
posts; tell stories that resonate with your audience’s challenges
and spotlight how your services are their light at the end of the
tunnel.

Leverage SEO to make sure those searching for what you offer find
you first—optimize content, clarify deliverables, and use internal
linking to drive conversions.

Test & refine.

Embrace productized marketing services, and you transform chaos into
clarity.
Embrace standardization, and you give your clients the gift of certainty. Embrace scalability,
and watch your business grow.

Finding that sweet spot in pricing models takes finesse but gets you
closer to predictable cash flow and agency expansion. Crafting these
services means tuning into your top clients, taking the time to
standardize, and locking down SOPs—because consistency is king.

Your marketing strategy and expert-level productized services should make
you the trusted advisor in your clients eyes. Ultimately, enhancing
customer experience through clear deliverables that secure trust and those
long-term relationships crucial for sustained success for any strategic
marketing agency.

Free up your time, increase ROI, and finally learn how to scale by
licensing a complete
fractional CMO+ system
for your marketing agency. We have helped 1000s of agencies scale and
clients soar with this proven marketing system,
check it out.

If you liked this post, check out our
Ultimate Guide to Scaling a Fractional CMO Business.

The 90-Day CMO and Cross-Channel Acquisition Strategies That Scale

John Jantsch — Wed, 15 Nov 2023 19:00:59 +0000

The 90-Day CMO and Cross-Channel Acquisition Strategies That Scale written by John Jantsch read more at Duct Tape Marketing

The Duct Tape Marketing Podcast with John Janstch

In this episode of the Duct Tape Marketing Podcast, I interviewed Ryan Stewart, a prominent fractional marketing officer (CMO) and a seasoned expert in the world of multi-channel marketing strategy. With over a decade of experience in his toolkit, he specializes in helping clients build out cross-channel acquisition systems using a mix of owned, earned and paid tactics. Over the last 13 years he’s worked with companies like Target, Jeeter and Shopify to implement performance marketing campaigns.

Ryan has made it his mission to lead businesses towards unprecedented growth through this unique approach, and during our conversation, he generously shared the secrets behind his successful strategies.

Key Takeaway:

In today’s complex marketing landscape, Ryan emphasized the vital role of a fractional CMO in steering your business towards success. He broke down the core elements of his 90-day approach that consistently delivers remarkable results. If you’re ready to revolutionize your marketing strategy and unlock unprecedented growth for your business, this episode is a must-listen. Ryan Stewart’s expertise and insights promise to redefine your approach to marketing in the digital age.

Questions I ask Ryan Stewart:

[00:47] How do you define fractional CMO?
[03:18] What are the main challenges for those attempting the fractional CMO model?
[07:17] What is you cross-channel acquisition strategy?
[11:13] Why is video an important part of your content strategy?
[14:00] Where does AI fit in the content and strategic realm?
[17:30] How deep into financials and metrics do you get before taking a client on?
[19:01] What makes your method so different from others?
[20:58] Are there any overlooked channels or platforms worth exploring?
[22:02] Where can people learn more about your work?

More About Ryan Stewart:

Work with Ryan at Ryan Stewart Consulting – https://rsc.llc/
Explore Ryan’s training program, The Blueprint Training – https://theblueprint.training/
Connect with Ryan on Youtube – https://www.youtube.com/channel/UC0RQ0xqm3WHqa5ilpUe1FAg

Get Your Free AI Prompts To Build A Marketing Strategy:

Download now

Like this show? Click on over and give us a review on iTunes, please!

Connect with John Jantsch on LinkedIn

This episode of the Duct Tape Marketing Podcast is brought to you by the DeskTeam360

Desk team 360 is the #1, flat-rate, digital marketing integration team, that helps small businesses and marketing agencies with graphic, web design, and on-page marketing services.

Duct Tape Transcript

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John: Hello and welcome to another episode of the duct tape marketing podcast. This is John Jantsch. My guest today is Ryan Stewart. He's a fractional CMO who specializes in helping clients build out cross channel acquisition systems using a mix of owned, earned and paid tactics. Over the last 13 years, he's worked with companies like Target, Jeter and Shopify to implement performance marketing campaigns.
So Ryan, welcome to the show.
Ryan: Thanks for having me, John.
John: So let's explore this term fractional CMO for a bit. We've we've been doing it and teaching other folks how to do it for about 15 years now. And I think the market's finally catching up the small midsize business. So, how do you define fractional CMO? Or when somebody says, you know, what do you do, Ryan?
How do you explain what a fractional CMO is to them?
Ryan: Yeah, absolutely. So I have three consultancies that I operate. I have one that works specifically with [00:01:00] agencies, one that works only with law firms and then the fractional CMO business. So I actually started with the other two, but expanded to this one because I mean, I personally am a much bigger fan of solving a very specific problem for a very specific type of client.
Productizing that and then scaling it out. But through that process, I also realize that there's so many other problems that companies face that don't fall under the traditional scope. So to me, a fractional CMO offer is somebody that comes in and understands the full scope of business, the full life cycle from marketing to sales into onboarding.
I only work with B2B clients as well into service delivery. And then basically. Maps out all the gaps and then puts together the systems, assigns the right people, contractors, basically helps to build the ecosystem. And then I aim to replace myself after 90 days. It's also an offer that I think has gotten very hot.
Actually, ironically, saw 2 people debating over. The importance of it on my Facebook feed. Not that I spent a ton of time on Facebook feeds anymore, but you know, relevant to this conversation and people [00:02:00] were saying that this feels kind of like a fluff offer. It feels like this is getting very hot right now, but I do think that it has value if you know how to position it and deliver it in understanding.
Also for me to, like I said, the goal is to get myself out of there in 90 days, because otherwise you get stuck in the situation where. To me, it's not a delivery or an execution based role, right? It's somebody that comes in fractional, literally means part. So it's come in very short period, very short sprint, figure it out, get systems installed, get people installed, and then move yourself out.
And then I'll move myself onto a consulting retainer for like two calls per month. If that's something that they want to continue entertaining.
John: you know, it's interesting the debate around that role. And I think I'm seeing some of it from, first off, I think a lot of businesses have realized there is a strategic role, you know, they've just been buying tactics and they're not really getting anywhere. And so I think there's a wake up in the market for, from that.
But I also think there's a lot of agencies out there right now that are going, we're just getting killed selling tactics because it's getting cheaper and cheaper. So I think that there's a, [00:03:00] like, how do we. How do we reposition ourselves as not being, you know, deliverers of strictly as deliverers of tactics? What do you see as the, so, so a lot of people are jumping into that, you know, raw. I think a lot of, you know, and you've also got people that decided to leave corporate and, you know, this seems like a good gig to do that. Right. What do you see as the challenges to that business model for most people that attempt to do it?
Ryan: I think getting stuck in the execution delivery of it, getting stuck in scope, creep, getting like, like I said before, I'm a big product. I service guy. If I have to do something more than once, then it's a problem. It doesn't scale for me. So to me, I walk in with a very specific framework and that happens during the scoping process to like, I don't break my frameworks for anybody for nobody.
Right? I've got a very specific type of client that I work with that qualifies for that. Can comfortably pay that retainer to that. They're not looking at it. Like, cause it's, I'll tell you, it's 20, 000 a month for 90 days. So 60, 000 over 90 days. So it's a good size investment, but I'm looking for the type of companies that understand the mindset of how [00:04:00] much that's actually going to save them over time to go out and find if they're going to go find a true CMO.
You know, and I work with a lot of CMOs also as well. So it's kind of like a, could be like a fractional CMO partnership to help them to understand, you know, this company's already invested in that role. They've already got this person. They'd like this person, but. You know, the CEO or the surrounding people around them don't have the right infrastructure to help that CMO get onboarded, get comfortable and to solve the specific problems that they need.
So I think the biggest thing is scope creep and just trying to do too much or doing things out. And I agree. I think this has become a very hot role because I think. You know, post COVID we live in a world where a lot of talented marketing folks are like, I'm not going to work for this company.
Like for what I can make more working from home by doing the same thing. You just got to kind of take a little bit more of an entrepreneurial mindset in terms of being able to acquire your own clients. But I think it's becoming more and more important in picking up steam. And when I tell people about it, cause it's not actually the offer that I promote the most, I promote my other two businesses.
It's just kind of people fall back into it when they see the full scope of it. And when I present it to them in terms of a cost analysis, [00:05:00] in terms of what you would. Or what they've been paying. Cause a lot of people come to us too. And they're like, look, we've just, we've been spinning our wheels with this marketing person and we've been investing 120, 000 a year in this position.
We don't feel like they're getting it out. And part of what I have to do is actually executive education. Cause I'm like, yeah, like. Even though you're paying that person 120 grand, you can't expect that person to do everything. You can't expect the new SEO and content and social and paid. Like you need an infrastructure and ecosystem.
And that's where I really come in and pitch into your point. Like there's still a need for delivery agencies because a lot of companies, especially to me in like the paid world, like That should always be something that you outsource, like bringing in a media buyer, unless you are very good with creative and offers in house with which most companies are not, then you should always outsource that.
Right. But knowing how to outsource that, how to partner with the right firm, how to interview those people how to present to them the right information so they can set up the right creative and run the right traffic is really complicated. And it's not a skillset that most companies possess. So I think there's a growing need for this.
I just think that if you want to get into this line of business, don't just [00:06:00] walk in and be like, okay. Like everything is custom here, this is fractional CMO work. Therefore, everything is going to be figured on the fly. Like, no, you still need to walk in with a framework. You know, and I can talk more about the framework that I walk in with if you'd like, but I do that because otherwise I get stuck working in that project or my team gets stuck working too much in that project.
And ultimately it implodes because the scope just gets out of control and they don't know what's included, what's not included. So, you know, part of that is sales, right? Just make sure that you cover that properly during the scoping process, but
John: Well, I think part of what happens. Most people, they don't have a framework. And so consequently, they're at the whim of what the company says they want. Right. And so where I see people really struggling is they get out and they think this is great. They get one client, then two clients and three clients.
And then they realize I've just sold all my time. And I completely 100 percent agree with you that, you know, having a repeat, I think if you come in with a repeatable framework, typically the client doesn't bucket that because they want something, they don't have anything. And if you just tell them what do you need, then they feel like, well, I got to [00:07:00] create the framework, right? So. do you, I mentioned in your bio and maybe that's in there that you go in, you know, selling all the time, but owned, earned and paid does everybody get that? Does everybody need that? How do you balance the fact that, you know, a lot of people want the phone to ring tomorrow? Some of those deliver faster than others.
Do you have kind of a a thought on, you know, the cross channel acquisition?
Ryan: Yeah, I mean, I pushed on it. That's a big part of my framework, right? When it comes to the, so like my first and foremost, my, my framework hinges on content, especially for me to be instilling some sort of long form content execution. That can then be distributed through owned, earned, and paid, right?
So a big part of the framework that I push is actually just getting a handle on content creation. Something that's scalable, something that's repeatable for that business videos, obviously preferable, but if they can't do it, then maybe it's a podcast. Maybe it's Long form written. We're doing a lot more book funnels.
I'm actually seeing a lot more traction coming from like a well written book nowadays. Then trying to push like too much social context. I think people's fees are overwhelmed [00:08:00] and they want something that's a whole nother conversation, but it hinges around content that works for that type of business.
So my framework starts with market analysis starts with. A business analysis to who do you have somebody internally that can create content? And if it's a complete note, the CEO is like, I don't want to do this. I'm like, look, I'm probably not a good fit for you. Cause like, I can't work with nothing, you know?
So that's all part of this
John: S. C. O. My nothing. Please.
Ryan: Yeah, exactly. Right. So, so, and then when it comes to owned earned and paid, once we have that content process set up and we've got a video editing team, we've got a writer in place, you know, all those things in place, then it's about distributing that content and owned would be like website.
Like, is there demand for this content? If we publish on your website with written content for search purposes, check, if not, then we don't do it. You know, social profiles, right? Like, what should you be active on? If you're B2B, it should be LinkedIn. You know, X to me is kind of falling off a little bit.
It's just it's going down the tubes a little bit in terms of the content on there. But potentially Facebook, maybe a Facebook group, you know, YouTube is another big one. So those are all owned platforms in terms and email is a [00:09:00] huge one to email and text, right? Owning that conversation earned would be for B2B, like maybe some press, maybe some influencers.
I think B2B influencers on like LinkedIn and really be starting to become a thing in 2024. I've done some like. Partnerships, co marketing campaigns with companies that are a figurehead, if you will, that has a good phone will kind of cross promote things like that. And then paid. I'm a big paid guy because I'm big speed to market.
I'm big testing. So meta YouTube, Google, depending on. The intent of the business model, but we'll kind of map out that whole ecosystem. And then from there, now it's okay. Who's going to execute this? Because again, usually most companies are like, well, I have a marketing person. Like you're asking too much of this person.
It's unfair. That's why they're failing because you gave them a. 20 million business to market. And you gave them no support in 10, 000 a month in budget. Like it's not their fault. It's yours. So, you know, we educate them, go through that process, get buying from them again, all during the scoping process.
Cause I, to your point, these things also fail. If you don't, these are big projects to scope out. There's a lot of moving [00:10:00] pieces. And if you don't scope that out properly, You're ending up with a headache on your hands, nothing getting done. And you know, not a fun business model to run. So, that's how it fits into my framework
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John: So I want to back up a little bit. When you started talking about content, you said, preferably video. Why do you start there?
Ryan: because to me, it has the biggest moat around it, right? Like anybody can write blog content and like most people can start a podcast. And also to, you know, most people I've been doing video for. If you go back on my YouTube channel, it's kind of like my main source of content promotion, if you will.
And that's how I start to, I like to build my frameworks off of what I know and what I know is what I do. And most of my clients come to me and they're like, Hey, I like what you're doing. Can you do this for us? So it becomes a much easier sales process for me. So the more I promote myself, the more I create, the more.
My pipeline grows with that. So to me, my process, again, like you need to have one form of really good content that you can create on a regular basis. To me, video is the easiest. It comes naturally. Well, [00:12:00] actually it doesn't come naturally. I've worked at it. Right. And most people like, I don't want to do it.
I'm like, well, you're running a business dude. It's hard. So like, figure it out, you know, like, that's why we don't get customers. Cause you suck at what you do. I'm sorry, but like, you need to figure it out. Like, we can't do it for you unless you want to pay for somebody to go and do it for you or you want to pay for.
Okay. To a position to bring somebody in, I'm all about that too. I'll help you find, help you train and bring that person in. But you got to be able to do something. And for me, video, because most businesses are like, ah, like we don't have something like, ah, we don't want to do this or, ah, it's too much work.
That means when it's more of a blue ocean in a very red ocean market where like everyone now is cranking out like the Gary V content model, like clips. It's just nonstop. So like, if you can create video, that's going to be. The best you know, even just like this, like what we're doing right now is perfect.
Right? Like this gives you that long form piece of content that to at least start with and get something out. You know, I do this at my agency. It's called Weber's. We only work with law firms. And I have a COO who basically runs a business on a daily basis. And once per week we sit down and we just pick a topic.
And we record for 20 minutes [00:13:00] just like this. And we go after a very specific topic that law firms are impacted by this past week. We talked about how to translate your website into Spanish, right? And so like six things you need to do. And we only get like 300 views in those videos, but like those 300 views consistently show up in our pipeline.
Like the amount of law firms that come to us and like, yo, like I love the videos you guys are doing. It's super to the point. It's super helpful. Like it's not about, you know, going viral and reaching masses. Like You've got to be able to speak to a very specific type of customer. That's why I said specific type of customer with specific problems that relate back to your offer.
And if you can do that once per week.
John: find videos the most repurposable too, right? I mean, you can turn it into written content. You can turn it into LinkedIn posts. You can cut it up into pieces for a lot of technical owners, you know, They can't write 10 words, but they'll go on for days about the technical aspects of what their thing does.
And that's the only way anybody's ever going to capture it. So I play a little game these days. We're 13 minutes into this interview, and I'm going to mention AI. It's taking me that long [00:14:00] today. Where does AI fit in your, you know, especially in the content realm, but maybe in general in the strategic realm too.
Ryan: Sure. We use a, I mean, it's integrated into a lot of tools, right? So like, I won't include like what's in the standard tools that we'll use, like an Ahrefs or SEM rusher for SEO tools, but for, so for the fractional CMO offer, I will look for ways, and let me just say this before I, I said, it's like, AI is no different than any sort of tool that's come out in the past.
If you don't have systems, it's useless. Like you cannot automate. Spaghetti on the wall. Right? Like you need systems processes. They need to be scalable, repeatable over and over again. That's where AI is impactful. Just like layering, like any sort of tool on top of your business. People come into our consulting program for agencies and like, yeah, like I'm using this tool, but it doesn't do anything.
Like, yeah, because like, You don't like, what are you using it for? You expect it to do all the work like that's not what it does. Right. So like with AI, if you don't have a system or process in place that makes [00:15:00] sense for AI, then it's not going to work. So in my agency, Weber's search marketing, we do blended paid in organic for law firms.
We write 100 percent of their content with AI 100 percent of it because it does not need to be thought leadership style content. We're talking about Praxbury pages, location, pages, informational blog posts, you know, talking about legal stuff. We built a really good process around that. We have a team in the Philippines just sits and cranks out AI content.
That's become a big profit center for that business now because we went from. You know, we charge about 500 piece per content, which we still do, whether it's written by humans or AI, but you know, our margin on that, our gross margins got up significantly on that. We also have built a tool that we're like using chat GPT's API to pull in some kind of automation stuff, but that's really it.
Like, I like, because most of this content too. And I think. This is important. Right. If we go back to the fractional CMO offer, like what I don't like is content for the sake of content. Right. I'd rather you put out one piece, two pieces of content a year that are impactful. That's fine. Skew people more back towards books from like, yo, like [00:16:00] if you're just going to get on video and talk about something that's not informational, not entertaining, not valuable, let's figure out another Avenue.
Right. So like the thing with AI is that it just creates more bad content and there's already bad content. So if you're using it to automate something or speed that up, like, Take your time. Right. With content, it does need to like, especially B2B content, like the end goals, you need to be a thought leader.
Like if you are not working towards becoming a thought leader over a three year period, then you're not doing it right. And you're really wasting a lot of money,
John: you mentioned a couple of things there. You're right. I mean, what a lot of people see is this is free and this is easy. And so you just get crap, more crap, lots more crap. And so it's just going to keep driving the bar higher in terms of content. That's actually going to land. Of course.
But then I do see this so often with agencies it's like I'm using this tool, but now I'm going to jump to this tool because it's going to do something for me. And then I'll jump to this tool because it's going to do. And you're 100 percent right. I mean, all these tools are really just a way for you to [00:17:00] execute on a process.
And I don't think enough people, Correct. I don't think enough people say that, unfortunately when you one of the things I think particularly marketers are bad at is when they get hired by agencies, particularly when they get hired by a company it's like, what do you need us to do? Sure.
Okay. You want to grow? Okay. Like really vague. Like, what are we going to accomplish here? How deep as, Okay. Because I like to think that the CMO is going to get invited to like, look at the financials and talk about profit and talk about, you know, metrics that, that makes sense. How deep do you get into that before you take a client on?
Ryan: During the scoping process. Deep. I mean, I don't need, I'll say this. I'm much more interested. The only thing I'll get into in, if they want me to sign an NDA, that's fine. Is like acquisition metrics. Like I don't really need to know like what the company is doing. I can kind of back that out by how they're performing.
I mean, a lot of companies are just fine telling you that anyways, but like what I need is acquisition based metrics, right? Who's on the team. What's your current gross. Cost for people in time on your team. What are you currently spending across the board? What's your [00:18:00] ad spending look like? What's your cost per lead?
What's your cost per qualified lead? What's your cost per proposal or whatever process that you're using them? What's your cost per acquisition? Now, 90 percent of clients don't have that
John: I was just going to say, how often do you get that?
Ryan: Very non often, but that's a big part of, you know, my process is like instilling those again.
Systems is what they are, right? Because it's not just on marketing. You need sales involved to a lot of the times there's kind of configuring within their CRM. Like, I can't tell you how many clients are on HubSpot that we just get them off HubSpot because they just don't use it. They're paying like four grand a month to basically just like send automated emails.
I'm like, God, no, we can strip this out
John: will do that. Right?
Ryan: exactly. So. Cool. Yeah. I mean, that, that's what I'm interested in. Those are like, my first questions is like, what are you doing? What are your goals? What are your current acquisition costs? And that's also where I come up with my left hook. Like my first left hook.
I'm like, you don't have this. You're not ready to talk to me. Like, no. I'm ready. I'm like, okay. Like, well, this is going to be a big part of what we need to do here before we can start talking about the sexy stuff, like tick tock or whatever it is that you came here thinking that we were going to do.
Like, yeah. You gotta get your numbers right. You know, [00:19:00] like we got to figure that stuff out.
John: Well, and I suspect that you've discovered that's a huge differentiator, right? Nobody else is asking him those questions. And I think immediately, like, you're different. This is different.
Ryan: Yeah. Because I think a lot of marketers are afraid to ask those questions because they don't, they're not comfortable handling. I say this all the time, John, my goal is to make people money. And if that makes you uncomfortable, then you're on the wrong business, right? Like when you start thinking that way, cause I used to not, right.
I got into this business 15 years ago through SEO and SEO over time has become, I'll just call it what it is, a fluff industry, right? And people are like fighting on Twitter about like the impact of links. I'm like, y'all are missing the big picture here. Like none of this stuff matters. Like, but only the only thing that matters is making people money.
This is like, and again, if that makes you uncomfortable, you're in the wrong business. But when you start thinking that way, you start optimizing your business to deliver on that. Right. So I'm a firm believer because I've done this so much time and time again. And I look my clients in the face and I say, I do, I'm never going to make you sign a contract [00:20:00] because I want you every single month evaluating me on my performance.
Because if I make you money, I make money. That's the only thing I'm here to do. Everything is going to be built and optimized around that concept. And I think a lot of marketers, because maybe it's the experience thing, maybe the fact that they know that they're selling something that doesn't deliver to that are afraid to ask those questions.
I'm not afraid to ask those questions at all. I think you have to, if you're ultimately going to solve that problem, you have to dive into it. And my thought is that like, we're going to figure it out in the way, like I'm going to jump off this cliff and we're going to figure out how to open the parachute on the way down when it comes to the tactics.
And I believe from doing it for 15 years that like, if we walk in the right direction, if we build the right content, if we get this content in front of people, it's not rocket science here, right? Like this is just human nature here, right? People are going to react to it. And if. They don't, then we'll figure out the right messaging and refigure that.
But like, that's how we make people money here. But like, you can only start that process by committing to that process for your own business, especially as an agency, you know,
John: One last question I love to ask people. Are there any channels [00:21:00] out there platforms that you think are being terribly underutilized that people ought to be taking a look at?
Ryan: I think everything is saturated now. And so I will say, no, I will say like, my stack is like YouTube, LinkedIn, and that's really it.
John: yeah
Ryan: those are really
John: life, but do it better.
Ryan: Exactly. That's what I'm going to say is that like, the problem is when you say that, is that people just And this is why, like, you know, to be blunt, like people, us we'll continue to enjoy success because we're concerned with the details.
It's not about just being like, I'll tell you, like YouTube is great, but like if you just get on YouTube and put up crap, like it's not going to work, you know? So yeah, I mean, the answer to the question is not where it's how good can I make this? Right. So yeah, I don't have any secrets. I'm sorry.
John: No, you know, the thing is that's the answer, right? I mean, fundamentally, marketing has not changed, you know, in the 30 years I've been doing it. And I think that's, you're absolutely right. People want to chase the new thing because they don't want to put in the work that it actually takes to make the old thing work. Yeah. So. Ryan, I appreciate you taking a [00:22:00] few moments. Stop by the duct tape marketing podcast. You want to invite people to find out more about your work or connect any way you wish.
Ryan: Yeah. Just Ryan Stewart on YouTube put out a lot of stuff about basically everything we just talked about here. So.
John: Awesome. Again, appreciate you taking a few moments. Stop by and hopefully we'll run into you one of these days out there on the road.

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Fractional CMO Archives - Duct Tape Marketing

The Ultimate Buyer’s Guide for Transitioning to Fractional CMO Services

Introduction: The Growing Fractional CMO Landscape

Understanding the Fractional CMO Model

Top Fractional CMO Training Providers

Duct Tape Marketing

CMOx

DigitalMarketer

Program Comparison Table

Framework Comparisons

The 4 Fractional CMO Models

Decision-Making Tips

Implementation Essentials

Making the Final Decision

Conclusion

Additional Resources

Choosing the Best Marketing Certification or Growth Program for Agencies and Consultants

TL;DR: What’s the Best Marketing Program for You?

Why Consider a Marketing Certification or Leadership Program?

Types of Marketing Certification Programs for Consultants & Agencies

Tactical Skills Courses for Marketing Consultants:

Entry-Level “Business Foundations” Programs:

Multi-Day Intensive Workshops:

License-Based Marketing Certification Programs:

Partner/Reseller Programs (Software Ecosystems):

Masterminds & Agency Accelerators:

How to Choose the Right Marketing Certification or Program Based on Your Goals

Goal: “I want to get better at a specific skill.”

Goal: “I want to transition from corporate to starting my own consultancy.”

Goal: “I want to move from project-based work to strategy-led retainers.”

Goal: “I want to scale my agency past $1M in revenue.”

Goal: “I want to become a fractional CMO with a few high-ticket clients.”

Making Your Decision: Which Marketing Certification or Training Program Is Right for You?

Choose the Right Marketing Certification for Long-Term Growth

Marketing Trends 2025: Actionable Insights for Agencies & fCMOs

Table Of Contents:

Marketing Trends 2025: What to Expect

1. Hyper-Personalization Powered by AI

2. The Rise of Decentralized Communities

3. Generative AI: Revolutionizing Creative Production

4. AI-Driven Marketing Orchestration

5. Brand Marketing: Back to Basics

6. BONUS MLaaS: Marketing Leadership as a Service

The Future of Video, Influencers, and Events

Video’s Reign Continues

Influencer Marketing Still Strong

In-Person Events Are Back

AI in Marketing: A Tool for Growth or a Threat?

The Power of AI

Embracing Digital Minimalism

Conclusion

Are You Ready to Be a Fractional CMO?

The Duct Tape Marketing Podcast with John Jantsch

Key Takeaways:

Chapters

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Fractional CMO Services: Strategy Before Tactics

How to Hire a Fractional CMO: 9 Questions to Ask

The Role and Benefits of a Fractional CMO

Cost-Effectiveness and Strategic Value

Flexibility and Scalability

How do You Know If Your Business Needs a Fractional CMO?

How to Find & Hire the Right Fractional CMO for Your Business: 9 Questions to Ask

9 Questions to Ask When Hiring a Fractional CMO

1. Can you demonstrate a proven track record of success?

2. Do you have experience working with businesses similar to mine?

3. Do you follow a proven process for marketing strategy and execution?

4. Do you have the ability to not just create a plan, but also execute it?

5. How flexible is your approach to adapt to changing needs and market conditions?

6. Can you present a clear scope of work?

7. How will you integrate and collaborate with our existing team or how will your implementation team work within my organization?

8. What are your core values and preferred communication style?

9. What quick wins can you offer us?

Aligning with Business Goals

Cultural Fit and Communication Style

How to Work with a Fractional CMO for Best Results

Developing a Strategic Marketing Plan

Customer Focus for Premium Brand Positioning

Advantages of Hiring a Fractional CMO

Leveraging Cross-Industry Experience

Business Owners:
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fCMOs & Marketing Consultants:
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