In this interview, Trent speaks with Rishi Dave, CMO of Dun & Bradstreet. Rishi has been with Dun & Bradstreet since February 2014. Trent found Rishi after reading an article titled, “If a 173 year old public company can digitally transform, what’s your excuse?”

If you are a CMO or CEO of an organization that hasn’t yet fully embraced digital marketing, you will learn a lot. Hear what Rishi focused on in the beginning and how they shifted their culture to embrace digital marketing.

What are a few other highlights? We talk about how the buyer’s journey has really changed in the last few years and how content marketing plays a role in that. Rishi also shares some best practices for lead segmentation.

Listen now and you’ll hear Rishi and I talk about:

(1:20)  Introduction
(05:00) What are some of the challenges you face in your new role?
(06:40) How did you get started?
(08:00) How did you get buy in to shift the culture?
(07:26) What advice would you give to other CMOs who need to shift culture?
(11:50)  What was one of the first things you tested?
(14:25)  How did buyer personas influence blog content?
(17:00)  How are you using content to generate leads?
(18:15)  How are you planning to increase ROI from paid media?
(20:15)  Why doesn't paid media scale as well as content lead media?
(21:40)  What is the difference in lead quality between paid vs. content generated leads?
(23:40)  How has the buyer journey changed & how is content playing a role?
(26:15)  Which tools are you using?
(29:15)  Tell me about your lead nurturing process.
(31:15)  What advice would you give to other CMOs about lead segmentation?
(33:15)  What kinds of mistakes did your team make early on?
(35:15)  Which digital marketing pieces are you planning to outsource?
(38:15)  What really drives today's CMO?

Resources Mentioned

Pardot.com
Hubpot.com
Salesforce.com
Eloqua.com
Captora.com

More About This Episode
The Bright Ideas podcast is the podcast for business owners and marketers who want to discover how to use online marketing and sales automation tactics to massively grow their business.

It's designed to help marketing agencies and small business owners discover which online marketing strategies are working most effectively today - all from the mouths of expert entrepreneurs who are already making it big.
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Transcript

Trent:
Hey there bright idea hunters welcome back to episode number 178 of the Bright Ideas podcast. I am your host Trent Dyrsmid and this is the podcast where we help professional marketers to discover ways to use digital marketing and marketing automation to dramatically increase the growth of their business. So if you are a marketer and you are looking for proven tactics as opposed to just theories and untested ideas that will help you to increase traffic and increase conversions and ultimately attract more customers, well you are in the right place.

So how do I make good on such a bold promise? Well I can assure you, it is not all just me. I bring a proven expert on to the show every episode and I get them to share with you: A the results that they have achieved and then we go and we reverse engineer the whole thing and we unpack the results and we go into detail on the strategies and the tactics that they used to achieve those particular results and this episode is no different.

I am very pleased to say that my guest is a fellow by the name of Rishi Dave who is the chief marketing officer for a very large, very old public company called Dun & Bradstreet. As a matter of fact they are a 173 year old company. And I discovered Rishi when I was reading a post on ChiefMartec.com and the title of the post was If a 173 Year Old Public Company can Digitally Transform What is Your Excuse?