How to Manage Marketing Channels Like A Stock Portfolio -- Emil Kristensen, CMO at Drip

TIMESTAMPS03:57 - Thinking of marketing channels “Stock Portfolio”07:10 - Validation process14:53 - Crafting your marketing team23:51 - Short and long-term bets in marketing25:39 - The thing that most marketers fail to doGUEST BACKGROUNDEmil Kristensen is currently the CMO of Drip - a marketing automation platform for eCommerce. Previously he was the founder and CMO of Sleeknote. He also hosts a Danish podcast called Marketing Brief with over 3 million downloads.MAIN INSIGHTInterpreting marketing channels as a stock portfolio can give you better decisions and understanding.KEY TAKEAWAYSWhen you invest in multiple channels, you must give them time and resources to show its resultsThere’s no hack to growth in marketing Selecting marketing channels involves a validation processAnalyze your competitors and do exactly what they are not doing Recreate your competitors’ org structures from LinkedIn when crafting your marketing teamShort-term bets in choosing a marketing channel is a bet you want to take and see if it is good to invest for your long-term bets/goalsIf you find something that works, try putting a little more effort into it over time, rather than doing new things every single timePRACTICAL STEPSChoosing which marketing channel to put in your marketing “portfolio”  Figure out what skills are already in your marketing team Analyze what are the KPIs of your companyAnalyze your competitors’ weaknesses and identify opportunities to beat themUse this information to craft your team and decide which marketing channels to invest inSet a goal framework for your team (short and long-term goals)TIPS FOR SUCCESSDon’t copy what your competitors are doingInstead of trying new things, do more of the things that have already been validated MORE FROM DRIPDrip unleashes the power of direct-to-consumer brands’ customer data to deliver perfectly personalized email marketing strategies that are proven to grow revenue. Learn more at drip.comGive feedback on this episode by sending the host a text message.SIGN UP FOR THE EMAIL NEWSLETTER at forwardlaunchdigital.com/podcast