This episode of Fractional Futures discusses the importance packaging expertise into diagnostic tools that attract high-value clients.
Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO. Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
Episode Summary
Paul and special guest Dan Gwalter discuss the importance of having a diagnostic offer as a marketer in the fractional leadership space. They explain that transitioning into a fractional role requires a shift in mindset and a different approach to packaging oneself. They emphasize the need to start with a smaller product, such as diagnostic audits or health checks, that can be sold for a fixed cost and provide a low-risk entry point for clients. They also discuss the different types of diagnostic tools, the importance of promoting and monitoring them, and the need to focus on one offer at a time.
Listen to Podcast
Chapters:
00:11 Importance of Packaging Professional Expertise as a Diagnostic Tool
05:24 Building Trust and Credibility in the Fractional Marketplace
08:45 Using Multiple Interconnected Funnels to Attract and Nurture Clients
10:22 Monitoring the Effectiveness of Diagnostic Tools
14:24 Promoting and Presenting Diagnostic Offers
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Key Takeaways...
- Transitioning into a fractional role requires a shift in mindset and a different approach to packaging oneself.
- Starting with a smaller product, such as audits or health checks, can provide a low-risk entry point for clients and help build trust.
- There are two types of diagnostic tools: free and paid. It is recommended to have both to attract different types of clients.
- Promoting and monitoring the diagnostic offer is crucial for its success. LinkedIn, emails, and personal messages can be effective channels for promotion.
- It is important to focus on one ideal client profile and one niche with one offer at a time.
- Establishing oneself in the fractional marketing space takes time and consistent effort, but it can lead to differentiation and success.
Host & Guest Information
Host - Paul Mills, CEO & Founder VCMO
Guest - Dan Gwalter, Founder No-Nonsense Leadership. Dan has kindly offered a complimentary 30 minute consultation to anyone who wants to know more about his fractional executive coaching service. You can book using this link.
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
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