The chief marketing officer (CMO) is all about brand-to-demand, overseeing both marketing and business development efforts.
We’ve talked about the Chief Information Security Officer, Chief Technology Officer, Chief Financial Officer, and Chief Data Officer, who live on facts, figures, and data. The CMO needs data, but they’re also thinking about storytelling, personalization, and engagement.
This persona walks the fine line between narratives and metrics. Your SaaS PR efforts must bridge the gap between the two, helping the CMO maximize their marketing campaigns and prove their ROI to the rest of the C-suite.
PAN’s C-Suite Signals report breaks down this persona’s interests to help you build messaging that makes your brand one to remember.
What’s on the Mind of a CMO?
AThe CMO balances everything from organic growth to whether the company needs new service pages on its site.
The persona is focused on the mechanics of growing the sales pipeline, including digital marketing trends, content marketing best practices, SEO optimization, and social media advertising. Account-based marketing, in particular, features prominently in their Google search terms.
CMOs are constantly looking for ways to make brand interactions more personal and engaging. Other topics on their mind include tech stacks, automation tools, and analytics.
Where Do CMOs Get Their News?
ChatGPT is a good friend of the CMO. Answers to their prompts frequently include citations from:
- MarketingProfs
- Content Marketing Institute
- Harvard Business Review
- HubSpot
Like the other C-suite personas, they also see plenty of information from Forbes, Forrester, and Gartner.
You can also find Content Marketing Institute and HubSpot on their social media feeds. Other commonly followed accounts include AdWeek, VentureBeat, and Digiday.
When it comes to podcasts and YouTube channels, this persona seeks out content that digs into the how-to of growth. The list includes:
- MarTech Podcast™
- Marketing School
- Voices of Search
- Marketing Against the Grain
- PitchBook
- AdAge
These outlets provide the latest trends, tactical playbooks, and data-backed proof points that CMOs need to enhance both their brand and pipeline-building efforts.
What Does This Mean for My B2B SaaS PR Strategy?
To reach a CMO, you have to cover the full spectrum of brand-to-demand.
They know the value of personalization and measuring performance. Give them concrete tactics to make their marketing more human. Share strategies for analyzing the success of outreach efforts and measuring ROI.
As we mentioned, ABM shows up frequently in their search terms. When you’re building your strategy, consider these examples.
Tired: Why Your Company Needs Account-Based Marketing
Inspired: 5 Ways to Scale Personalized Brand Interactions Using ABM
For example, we secured contributed content for our client Uniqode on MarketingProfs. The title? Turning Engagement Into ROI: Why B2B Marketers Are Getting Serious About QR Codes at Events.
When pitching, prioritize a mix of high-level business outlets and marketing trade outlets. Don’t overlook the advertising vertical.
To learn more about specific search phrases and outlets that interest CMOs, download PAN’s C-Suite Signals report.
Ready to take your PR efforts from brand to demand? Reach out to PANBlast, and we can personalize your narrative to deliver measurable results.