Marketing Experimentation: Taking Risks with Chris C. Anderson @Greenslate

Executive Conversations

“Take risks. Don't be shy. Throw every idea against the wall—you never know what's going to stick.”

- Chris C. Anderson, VP, Head of Content @GleenSlate

In this episode, Maeva chats with Chris Anderson, VP Head of Content at Greenslate. They dive into the art of building executive relationships, presenting data-backed ideas, and navigating the unique challenges of different industries. Chris shares his tips on saving data from past campaigns, tailoring pitches to various stakeholders, and embracing risk in marketing. He also highlights the importance of identifying what resonates with executives and using experimentation to support new ideas.

In this episode, we talk about:

• Content strategy

• Presenting data

• Pitching ideas

Takeaways

• The importance of integrating experience: Chris values his CMO's extensive industry knowledge and incorporates it into his innovative ideas.

• Leveraging past data: Drawing from previous successful campaigns and roles helps in building strong cases for new initiatives.

• Experimentation for proof: Starting small with experiments to gather data can justify budget increases and gain support for larger projects.

• Collaborative pitching: Working with team members and leadership ensures alignment and enhances the quality of pitches.

• Adapting to industry changes: Navigating industry-specific challenges, such as entertainment strikes, requires flexibility and short-term focus.

Time chapters

[00:00] Introduction

[00:50] Chris’s role at Greenslate

[01:20] Building relationships in the remote workspace

[02:33] How past experiences can influence current strategies

[04:50] Pitching ideas and presenting data

[06:26] Bridging industry differences with core principles

[08:20] Experimentation as a proof point

[09:58] Handling long-term initiatives with limited resources

[12:02] How to condense detailed research into effective pitches

[14:04] Collaboration for successful pitches

[17:18] Managing short-term vs. long-term initiatives

[18:37] Adapting to industry changes

[21:31] Building frameworks in startups vs. established companies

[25:10] Challenges in high-stakes environments like banking

[27:38] Final thoughts and advice

About Chris C. Anderson

Chris C. Anderson is currently VP, Head of Content at GreenSlate, a Top Voice on LinkedIn with 105k followers, and he runs a newsletter called Career Forward. With over 15 years of experience in digital content, content strategy, and digital media, Chris has built and led teams, created and executed regional and global strategies, and launched and managed multiple brands and products across various industries and platforms.

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