Marketing Podcast with Mike Volkin
In this episode of the Duct Tape Marketing Podcast, I interview Mike Volkin. He is a serial entrepreneur, speaker, marketing consultant, fractional Chief Marketing Officer, Army veteran, and author of 7 books. In addition, he has built and sold 6 of his own companies. As a marketing leader, he specializes in helping businesses scale, particularly ones that help people, animals, and the environment.
Key Takeaway:
The Fractional CMO model is a smart solution for companies that may not require a full-time CMO but still need strategic direction and are seeking tailored strategic insights. This model is necessary to develop a well-developed marketing strategy, which is crucial for companies looking to scale and succeed, and for this is important to refine messaging and conduct A/B testing to improve conversions. Mike highlights that it is important to consider a balanced approach to marketing channels based on the available resources and staff skills, focusing on a few channels that can provide significant ROI.
Questions I ask Mike Volkin:
- [01:41] Tell me about the experience of building and selling six companies.
- [03:54] How would you define a Factional CMO?
- [04:52] Have you seen a change in the marketplace for accepting the idea of a Factional CMO’?
- [06:12] Today we don’t have any way to stand out in the market or way to differentiate ourselves from our customers. Have you seen there is a real interest in strategy?
- [07:15] Would you say that there are companies that get to a certain point that need the Factional CMO role more than others?
- [11:21] If somebody asks you to come in and help with their marketing tasks and you realize that they have a strategic problem. How do you get them to realize that all their problems are to their strategy?
- [14:00] How do you scale a business as a Fractional CMO if you manage several businesses at the time?
- [15:53] I believe that there is a way to actually build a repeatable system for strategy development and then teach it to like account manager rather than somebody that’s got 25 years of experience. Does that sound like heresy to you?
- [18:48] How important is it for you to address kind of the whole ecosystem of the business and how it impacts its marketing?
- [20:19] How do you stay disconnected from areas that maybe aren’t seen as marketing?
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