How to improve executive communication about your marketing work

As a marketing leader, a large part of your ability to get the job done is in proving that you're delivering value already But it's also an area of marketing leadership that many get wrong Are these 3 communication errors killing your ability to prove the value of your work? 1. Stating an observation without impact, importance, or insight 2. Using passive vs active voice 3. Giving inputs more airtime than outputs 🚩 Stating an observation without impact, importance, or insight It's extremely easy to notice something and report it. But all you're doing is giving metrics, not meaning. By understanding the importance of a metric, we can make a choice about what to do next. Want an example? ❌ BAD – Traffic is up, conversion is down ✅ GOOD – Traffic is up, but conversion is down indicating that there's a misalignment between our ICP's pain points and the topic of our most recent blog posts 🚩 Using passive vs active voice Generally, you should avoid using the passive voice when reporting It weakens the entire point you're trying to make by removing any sense of agency from that message. Make yourself or someone else the owner of the action rather than the benefactor and you'll see a great improvement in your executive communication. Want an example? ❌ BAD – Changes are being made to XYZ ✅ GOOD– We are making changes to XYZ 🚩 Giving inputs more airtime than outputs No one pays you to be busy. They pay you to produce results. But the majority of your reports are likely focused on what you did rather than what you produced. In fact, this is the most common problem with executive communication. If you're suffering from this consistently and have tried to change it, ask yourself: if I can't produce results worth reporting, am I doing the right things in the first place? Here's an example: ❌ BAD – We created 5 new ad campaigns this month and we refreshed 15 creatives ✅ GOOD – We generated 329 new SQLs by refreshing ad creative and running new campaigns === SaaS Marketing Bites is produced by B2B SaaS marketing agency Powered by Search . It's hosted by Head of Growth Marc Thomas. You can follow @iammarcthomas or Powered By Search CEO Dev Basu @devbasu on Twitter for more updates and marketing insights. If you enjoyed this episode, you can do the following things right away: 1 Claim your Free SaaS Scale Session. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE SaaS Scale Session . One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to double your demo and trial traffic and conversion fast. 2 If you’d like to learn the exact demand strategies we use for free , go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients. 3 If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page. 4 If you know another marketer who’d enjoy reading this page, share it with them via email, Linkedin, Twitter, or Facebook.

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How to improve executive communication about your marketing work is an episode from SaaS Marketing Bites from Powered By Search by Marc Thomas.

This episode is 6:45 long.

This episode was published on May 16, 2023.

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