Before You Focus on ABM and the Latest Tech, Get These Pieces Right

Episode 3: Marketing Fundamentals for CMOs with Quentin Muhlert

Episode 3 of The Sticky CMO Podcast saw Quentin Muhlert of Mulhert Digital come on to talk about the fundamentals of advertising: ABM strategies, budgeting, forecasting, and tracking the right KPIs.

For the full podcast, check out the episode here.

In this episode, we cover:

  1. The fundamentals of Account-Based Marketing (and how to get started on a budget).

  2. How consultants can help you build your in-house marketing knowledge.

  3. Why CMOs should move their KPIs as far down the funnel as possible.

Quentin Muhlert is the Founder and Chief Marketing Consultant of Muhlert Digital, a Berlin-based digital agency. With a CV including positions at Symantec and SumUp, Quentin took the leap in 2014 as an individual consultant before growing the company by teaming up with “the best marketing minds I've met throughout the USA, Canada, and Europe.”

Here are some of the key insights from the conversation

  • Focus on the fundamentals.

“A lot of people get really obsessed over these technological details, but they still don’t have their customer profiles or personas... they don’t have their budget confirmed for next year. That’s the stuff you need to focus on.”

  • Revenue and pipeline are key – not the micro-details.

“I think that monitoring the number of clicks or impressions, or even the click-through rates of our ads is interesting on an operational level of managing the ad campaign, but I don’t think that CMOs should really focus in on that stuff - because you have a very big possibility of missing the forest for the trees.”

  • Consultants can help you build the funnel, but in-house knowledge is essential.

“Someone that has been doing performance marketing at one of these companies in-house for five years… they’re going to know the voice and message much, much better than I will, because they’re in it every day. I think that’s what you get from in-house experience - as well as people on the team that can teach the rest of the team.”

The best place to find Quentin is here.

See you next week! 

The Sticky CMO, Paid MediaTom Basgil