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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to the NTM Growth Marketing blog! Today, we have the pleasure of diving into an insightful discussion with Michael Dillon, a seasoned marketing expert with a diverse background and wealth of knowledge in the field. This blog post captures Michael’s amazing journey, spanning from his early days in the music industry to becoming a fractional CMO, and delves into the strategies and principles that have fueled his success.
Michael starts by sharing his career in chapters, likening his journey to a reinvention story.
Michael’s initial career was entrenched in the music industry, working in sales and sales management. His passion for music is evident even today, with a piano visible in the background during our conversation.
During his tenure in the music business, Michael began to pivot towards Internet sales and marketing. This early exposure to digital marketing set the foundation for what was to come.
However, the economic turmoil of 2008 led to the company’s closure, prompting Michael to reinvent himself.
This transition marked the beginning of Michael’s second chapter, where he joined various marketing agencies. Over the next 13 years, he gained extensive experience, specializing in SEO, link building, and marketing across different verticals like finance, SaaS, and elective medical sectors.
What stands out is Michael’s dedication to expanding his skill set. From social media to paid ads and leadership training, his thirst for knowledge was unquenchable. His previous leadership experience in sales set the stage for his future role as a marketing leader.
After moving to Florida, Michael took on the role of lead marketer for a health tech B2B SaaS company. This period was marked by significant challenges and opportunities, such as the COVID-19 pandemic, AI innovations, and massive layoffs in the SaaS industry.’
Despite the tumultuous times, Michael identified a growing need for his consulting services.
Michael’s story reaches its latest chapter as he embraces the role of a fractional CMO. This move allowed him to leverage his vast experience and offer strategic guidance to a variety of clients, ranging from health tech to mental health and autism advocacy.
Michael attributes his sales background to his ability to communicate effectively, understand clients’ pain points, and craft compelling messaging. This added skill set proved invaluable as he transitioned into marketing leadership.
“Being a good salesman also means you are really good at communicating, which is always helpful no matter what you’re doing.”
Michael emphasizes that many professionals are promoted based on their expertise but lack the necessary leadership training. For effective communication and management, intentional leadership training is essential.
Michael is a strong advocate for storytelling in marketing. Engaging an audience and making them the hero of the story are key elements for successful communication. He credits his storytelling skills to extensive training and learning from experts like Stan Miller.
“If you are a really good storyteller, you’re going to be better at marketing, better at closing sales.”
Michael’s love for soccer also reveals his appreciation for compelling narratives. He recounts the story of Tottenham and their transformation under a new manager as an example of unexpected and captivating storytelling in sports.
“It’s amazing to see how a team that lost its star player and faced managerial challenges could turn around and have such a compelling season.”
Success in marketing, according to Michael, depends on understanding and aligning with an organization’s goals. Whether it’s demand generation, reducing churn, or driving upsells, different strategies call for different metrics and approaches.
Michael stresses the importance of comprehensive planning. Knowing your ideal customer profile (ICP), their motivations, and emotional states are crucial for crafting effective campaigns.
“If you’re not testing, you’re not learning.”
Michael is a strong advocate for continuous testing.
He believes in rigorous statistical analysis to ensure that decisions are data-driven and based on statistically significant results.
Michael’s enthusiasm for the future is palpable, especially concerning AI. He’s actively developing an AI product, recognizing its potential to accomplish more with less.
Michael points out that AI can significantly enhance efficiency, particularly in areas where there is a shortage of manpower. This resonates with his past experience working with a robotics automation company.
If you’re inspired by Michael’s journey and insights, you can connect with him via LinkedIn: Michael Thomas Dillon. You can also visit his website askmichaeldillon.com for more information and to book time on his calendar.
Thank you for joining us on this deep dive into Michael Dillon’s marketing journey. His story is a testament to the power of reinvention, continuous learning, and the importance of effective communication and storytelling in marketing.
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