Sponsored by Deepcrawl
The days of brands just being faceless monoliths are long gone: today, brand stories need to be built around people. But why is that the case, what advantages does it bring, and how can CMOs tell people-centric stories?
Our guest on this episode of CMO Convo, Erin McLean, is here to share her answers to those questions by drawing on her experiences as the CMO of eSentire.
Key talking points
- The core components of a good brand story.
- The role people play in building and telling a brand story.
- Are customers looking for a more human connection with brands?
- What role do CMOs have in connecting employees to a brand?
About the guest
Before she even got into marketing, Erin McLean has been a high achiever. How many CMOs do you know who have represented their country at the Olympics, as Erin did as part of the Canadian softball team. But rather than rest on her laurels, Erin has forged a name for herself in the marketing world.
Her focus has been a blend of business, marketing and human resources, skills which she brought to bare in telecommunications, working at Bell Canada, one of Canada's largest carriers.
With that experience, she worked with the Canadian Olympic commitee in the run up to the 2010 Vancouver Olympic Games.
She then made the jump over to security services at the Herjavec Group, where she she led the marketing efforts that moved them from a national audience to a global presence.
Recently, she transitioned to eSentire, one of the world's leading authorities on managed detection and response, as CMO.
About our sponsor
Deepcrawl empowers the world’s leading brands to harness their full revenue potential through the one initiative most businesses overlook – technical SEO.
Our market-leading SaaS Technical SEO platform is used every day by thousands of enterprise businesses as well as all six major global group advertising agencies – including leading brands like Adobe, eBay, Microsoft, Twitch, Canva, and Paypal.
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Like what you've heard from Erin? Make sure you don't miss her at the CMO Summit on November 3rd, where she'll be discussing "The Importance of Customer Success in the Changing Role of the CMO". Get your ticket now!