CMO Spotlight | Laura Goldberg - Constant Contact
The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders.
Setup Founder & CEO, Joe Koufman, virtually sat down with Laura Goldberg, the CMO at Constant Contact, to discuss how to trust your intuition, the beauty of simplicity and consistency, and the importance of integrity.
WATCH + READ THE RECAP BELOW
(SCROLL TO THE END FOR THE FULL INTERVIEW)
“Do the right thing, and that will always lead to goodness.”
Q1 | Is there any advice you would like to share?
“If something feels wrong to you, it’s wrong.”
Goldberg believes in trusting your intuition when it comes to choosing which spaces you exert your energy. She advises people to ask themselves these questions when it comes to assessing their workplace:
“Are the people people you want to talk to and hang out with every day?”
“Is the company doing something that resonates with you?”
“Are you doing something that gives you pride?”
“Why are you where you are?”
Q2 | What values are important to you?
“Customers are a constant. We are here to provide a product to our customers, and, no matter what, we should put them first.”
Goldberg and her team members embrace the phrase "adapt and act for impact.” She added that learning from mistakes and adapting is key to being a professional.
She also values integrity. Her team lives by the phrase, “Keep it real. Do it right.” In her pursuit to be honorable, she advises professionals to “be honest about what's going on and just do the right thing.”
Q3 | Tell us about an impactful campaign.
During Goldberg’s time working for the NFL, they ran a campaign during the Playoffs focused on getting fans ready to restart their fantasy football league. The NFL ran the same ad every year because it was successful. She learned that it’s okay to not overthink things. The team realized that the ad was great as is and didn’t need to be altered. “If something is working, great! Can you just reuse it? Can you double down on it? Can you maybe extend it because there's some simplicity in that?”
Q4 | What brand do you admire?
Goldberg admires the brand Target for its simplicity and consistency. “I think they are so consistent about who they are and what they are. It's so simple. It's red and white, the bullseye, and occasionally that dog. They’re very clear about what they're offering to the customer and why, and don't really try to be more or less than who they are. I find comfort in that consistency.”
Sometimes, as Marketers, we get caught up in the new and shiny tools or try to revamp our strategy around the latest trend that may not resonate with our audience…Sometimes the phrase “if it ain’t broke, don’t fix it,” applies, and simplicity really can be key. Always evaluate your audience and who your brand is before doing too much or making a drastic switch.
For more marketing leadership advice and a view into the mindset of marketing executives in various industries, be sure to watch the full interview with Laura Goldberg, and keep an eye out for more thought leadership from our CMO Spotlights.
Watch the full interview to the right.
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