CEOs on Social Media: Driving Brand and Revenue Growth w/ Scott Gillum

In the engaging world of social media, CEOs find themselves at a crossroads between opportunity and caution. A recent conversation between Alice Heiman and Scott Gillum on “Sales Talk for CEOs” podcast sheds light on this very issue, offering a blend of strategies, insights, and anecdotes that CEOs can’t afford to ignore. The discussion delves into the transformative power of social media for personal branding and the pivotal role CEOs play in this dynamic landscape.

Chapters
00:00 Introduction – Dive into the evolution of sales strategies and the need for innovation in today’s markets with Scott Gillum.
01:01 Challenges in Sales & Marketing – Scott discusses ongoing issues in sales and marketing, underscoring the importance of continuous improvement.
01:20 Ever-Present Marketing Problems – Revelations on the persistent challenges in the field despite decades of progress.
02:52 Founding Carbon Design – Scott shares the unique inception of Carbon Design, highlighting its people-focused and flexible work ethos.
04:05 Value Proposition Creation – Anecdotes on developing effective value propositions using challenger marketing techniques.
06:29 The Essence of Sales & Marketing – Discussion on the critical gaps between sales and marketing efforts and customer acquisition processes.
08:04 Social Media Strategy for Leads – Insights into using social media for lead generation and the common mistakes CEOs make.
09:56 Executive Reluctance on Social Media – Exploring the challenges CEOs face with personal branding on social media platforms.
11:25 Training Executives for Social Media – The benefits of social media training for senior management and their impact on corporate branding.
12:33 Importance of Online Presence – Highlighting the direct correlation between an online presence and revenue generation.
14:01 High-Quality Social Media Content – The shift toward strategic planning for content creation and distribution on social media.
17:10 Platform-Specific Strategies – Unravel the nuances of different social media platforms for B2B engagement, from LinkedIn to Instagram and beyond.
22:04 Social Media as a Strategic Tool – Advice for CEOs on the strategic importance of social media and tips on content categorization.
25:44 Employee Role in Social Media – Encouraging a company-wide approach to social media participation and the specific roles employees can play.
31:58 CEO Directions on Social Media – Suggestions for CEOs on how to effectively use social media for personal branding and promoting company values.

About Guest
Scott is the Founder and CEO of Carbon Design, a Personality Based Marketing firm. Prior to founding Carbon Design, he was the President of the Washington, DC office for gyro (a Dentsu agency), the world’s largest B2B agency.

His career follows the pipeline. Starting at the bottom closing deals as a sales rep. Then as a management consultant after graduate school, helping clients build sales and marketing channels. Advertising broadened his knowledge and experience in building brands and creating awareness.

Along the way, he’s been the head of marketing for an Inc. 500 company, and an interim CMO for a Fortune 500 company. Today, Scott helps clients improve the effectiveness of their marketing efforts up and down the funnel. From transitioning to digital to finding new ways to communicate, connect, and motivate audiences.
Scott has been a member of the Gartner for Marketing Leaders Council and he writes a monthly column for several publications on business marketing. In the past, he has been a regular contributor to publications such as Forbes, Fortune, Adage, the Huffington Post and he has contributed to various books on marketing. Currently he writes a monthly column for MarTech.

Finally, his work on sales and marketing integration was made into a Harvard Business School Case Study and is taught at leading business schools across the nation.

Connect with Scott on Linkedin: linkedin.com/in/scottgillum
Follow Carbon Design: https://www.linkedin.com/company/carbon-design-co/

Connect with Alice on LinkedIn:
https://www.linkedin.com/in/aliceheiman/
Check out Alice’s website:
https://aliceheiman.com/