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Diary of a first-time CMO - Providing value

Hey B2B marketers đź‘‹

Here it is. Four years, $50m+ ARR and 200 pages later… My journey as a first-time CMO.

Covering the key learnings I've gathered in four years of leadership. This diary reveals the lessons that helped me scale Cognism from $3m to $50m ARR, build a team from 3 to 39, and transform our set-up from a classic lead gen function to a demand gen engine.

It’s my handbook for B2B marketers looking to thrive in leadership. (especially if you’re as daunted as I was when I started out!)

Diary of a first-time CMO by Alice De Courcy
By: Alice de Courcy
1 minute read

Providing value

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You hopefully (!!!) have noticed throughout this diary so far that I’ve always been quite keen to provide value in my LinkedIn posts.

And this wasn’t necessarily a strict strategy at first, in fact, it wasn’t a strategy at all - I just wanted to share my experiences with people on LinkedIn in case it helped them.

But after learning more about how we could leverage subject matter experts and I saw the value in using LinkedIn as an organic channel for distribution I did make the decision to create more of a content strategy around my posts. I realised I was becoming a channel that I could use to Cognism’s benefit.

I started off by emulating some of the content formats I enjoyed from other LinkedIn creators, and then kept an eye on what seemed to go down with my audience.

Over the past year or so, I’ve over doubled my follower count and massively boosted the engagement on my posts which is great.

One thing I’d really urge people to do if they want to build their own personal brand to help boost their company’s reach is to not worry too much about it being perfect.

Some of my old posts would have typos (that my husband would take great satisfaction in pointing out to me!) but honestly, I don’t care about that.

I wanted my posts to be honest and authentic. And I don’t want to be held back by the fear of mistyping or having perfect graphics.

If I have a thought about something I want to share, I just share it. That might mean I’m typing it out while on a train, during my lunchtime dog walk, or in a five-minute gap between meetings.

As long as the content you’re posting is valuable, no one cares about the typos. You might get the odd snide comment about spelling - although I never have - but who cares. You can go back and edit your post if you want to.

So don’t overthink it.

The other big piece of advice I give to my team is that everyone has something to share that is valuable to an audience out there. It doesn’t matter how senior you are, or how long you have been in a role.

You will be learning every day and this learning can be a cheat code for others, so share it. 

Want to keep up with Alice's latest CMO advice?

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