Marketing and Storytelling: Pieces of Advice From The CMO of Vimeo

Video is the connection for everything - and the answer to greater than 95% of the worlds business problems. There're lots of choices for content management systems and creator platforms to host content, but one Vimeo. Vimeo established itself as the top hosting choice for independent creators. Their effort to separates the noise from the sound.

Despite the clear value of video for businesses, too many go without it.

Vimeo's outer facing identity is shaped by Harris Beber, the CMO. According to the well-articulated leader, "the best CMO's have aptitude for creating solutions for every business." The CMO is truly the operator, even though they aren't in charge of 'operations'. CMO's find the goals of the brand, and commit to top-notch storytelling while keeping the product at the core, but not the focus.

Sell without selling

Commit to the story behind the brand. The CMO's performance is directly measurable, and the broad question - is what we're doing actually working? Everything relies on data and initiatives.

"The modern CMO must be a balance between technical and creative to be successful."

Beber discussed the importance of using the creative journey to measure impact. Businesses experiencing success recognize the need to capitalize on leads already looking for your products or services by being ready before they're looking (say that again - slower).

"Shape your content around the brand and in the right way to bring buyers in without having to 'make a sale'."

Data Is The Only Way To Automate

Everyone wants sales automatically. Content is a great way to execute a plethora of functions within a business both internally and externally. When marketing is automated - data improves operations and increases the rate of user acquisitions.

"Emotions drive consumer behavior."

At the end of the day, the levers need to lead to conversions, or the company will die. Tell stories that captivate your audience because it's a great story in line with what your target customers enjoy interacting with.

"Find the important levers that drive a business forward and do everything you can to pull those levers."