Outside the Blog: Impactful and Unexpected Uses for Content that Drives Business Results
Justin Steinman, Chief Marketing Officer, Definitive Healthcare
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Discussion from this episode includes…
- 01:02 – Justin’s path to CMO
- 07:45 – The importance of creating options in your career
- 09:20 – How Justin built products at Aetna post-CVS acquisition
- 12:00 – Taking Definitive Healthcare through IPO
- 15:45 – How Justin retained his entire team through an IPO
- 18:13 – Explaining marketing to non-marketers
- 19:23 – Why are marketers questioned about the value of marketing?
- 22:37 – A CMO needs to have clear, open metrics
- 25:46 – Maximizing a marketing budget for efficient growth
- 29:04 – How to respond if someone asks you to do more with the same budget
- 32:33 – Measuring what is not immediately quantifiable
- 35:04 – Tying marketing to business metrics beyond the funnel
- 36:52 – How can you measure content?
- 39:58 – Is content a cost center or a profit center?
- 42:28 – How one CMO is thinking about the next 12 months
New episodes of Data-Driven CMO are released every Thursday.
