3 lições de um CEO que assumiu o cargo de diretor de marketing

Ao acumular a função de diretor de marketing, Monty Sharma (CEO da Jenny Craig) acabou desfazendo alguns preconceitos que tinha sobre a área.

Recentemente, renovei minha paixão pelo marketing. Depois de atuar como CEO por muitos anos, assumi interinamente a direção de marketing da Jenny Craig. Meu objetivo? Descobrir novos caminhos de crescimento para os negócios em um mercado hipercompetitivo.

Líder na indústria de emagrecimento e com muita popularidade nos Estados Unidos, a Jenny Craig tem 93% de awareness entre os americanos. Diante disso, eu sabia que as campanhas tradicionais não bastariam para alcançarmos um crescimento significativo. Precisávamos ser mais inteligentes na comunicação da nossa marca no digital.

Além de trazer a perspectiva de um CEO para a função de diretor de marketing – como, por exemplo, vincular o marketing aos resultados mais amplos do negócio –, eu pude também ter insights sobre os desafios e as oportunidades que os profissionais de marketing enfrentam no dia a dia, coisas que eu gostaria de ter entendido antes. Compartilho aqui três lições que aprendi até agora na minha gestão como diretor de marketing.

1. O custo de conversão não é a métrica mais importante

Antes de me tornar diretor de marketing, eu estava mais focado em como usávamos nosso orçamento da área do que como ela poderia contribuir para atingirmos metas de negócio a longo prazo.

Mas esse tipo de pensamento atrapalha os negócios. O marketing deve ser avaliado por seu potencial de longo prazo, e não apenas por eficiência imediata.

Sabemos, por exemplo, que hoje as pessoas estão cada vez mais conscientes em relação à saúde e usam as ferramentas digitais para pesquisar sobre isso. Mas uma mudança de estilo de vida não acontece da noite para o dia, em uma semana ou mesmo durante uma campanha. Se queremos ser a marca que vem à cabeça dos consumidores quando eles buscam métodos para emagrecimento, precisamos cuidar dessas relações muito antes do momento da conversão de compra.

O marketing deveria ser avaliado por seu potencial de longo prazo, e não pela eficiência imediata.

Por isso, fizemos uma parceria com o Google e revisamos nossa abordagem olhando para o funil do marketing tradicional. Em vez de focar em iniciativas digitais que consideram somente a base do funil (como buscas pela marca), nos tornamos mais digitais ao longo de toda a jornada – do awareness até a compra. Ao priorizar as relações de longo prazo em vez de conversões imediatas, elevamos nosso índice de conversões em cerca de 30%.

2. O marketing é essencial para moldar o negócio – não apenas as campanhas

O mercado está mais competitivo do que nunca. Há muita informação disponível e as pessoas ficam cada vez mais confusas tentando descobrir no que acreditar e no que apostar. Na Jenny Craig, vimos isso como um incentivo para nos destacarmos, simplificando nossa mensagem e oferecendo experiências mais relevantes.

Em vez de utilizarmos segmentações demográficas, trabalhamos com o Google para identificar perfis de público mais especializados para, assim, direcionarmos mensagens a partir das necessidades específicas dessas audiências. Um segmento no qual focamos foi o da “mulher moderna”, definido como alguém interessada não só em perder peso, mas em cuidar também da saúde a longo prazo.

Mas essa não era apenas uma oportunidade para afinar nosso marketing ou melhorar nossa segmentação. Havia implicações mais amplas. Encontramos um nicho de mercado para um produto totalmente novo, destinado especificamente para essa “mulher moderna”. Se antes esse público foi negligenciado, descobrimos uma audiência muito valiosa para nós. Foi onde nasceu o programa Rapid Results.

O que começou como um exercício de marketing tem ajudado a moldar nossa oferta de produtos e nosso modelo de negócio. Desde o lançamento do Rapid Results, tivemos um aumento de 20% em novos assinantes e 10% a mais em receita.

3. Tecnologias de marketing não são assunto exclusivo de TI

Automação e machine learning se tornaram a espinha dorsal de nossas estratégias de marketing e de negócios. Sem eles, não poderíamos ajudar tantas pessoas a atingirem seus objetivos de saúde e estilo de vida. E mais: não conseguiríamos atingir crescimento a longo prazo para a nossa marca.

Estamos empolgados com a possibilidade de conhecer as pessoas mais profundamente, para nos tornarmos mais estratégicos em nossa comunicação.

A automação nos ajuda a otimizar a segmentação, alcançando o público certo. Estamos automatizando nossas iniciativas de branding (e outras sem relação direta com a marca) e usando o machine learning para entender necessidades específicas dos consumidores. Assim, tornamos nosso marketing mais relevante. Nosso custo por aquisição (CPA) diminuiu 58% a partir da automatização das campanhas de anúncios. Agora podemos investir em iniciativas mais estratégicas, como aumentar o Lifetime value (LTV).

Graças ao machine learning, também passamos a entender melhor quem são esses clientes em potencial, possibilitando a busca de mais pessoas desse perfil. Embora seja apenas o começo dessa jornada, estamos empolgados com as possibilidades para entender o público mais profundamente, para sermos mais estratégicos em nossa comunicação. A personalização é fundamental: toda pessoa é única.

Estou entusiasmado com a missão da Jenny Craig em encarar os desafios de saúde dos americanos. Mas sei que não resolveremos esses problemas da noite para o dia.

São essas as lições de um CEO que assumiu o cargo de diretor de marketing: precisamos investir tempo, energia e recursos em marketing para alcançarmos o público certo, na hora certa e com a mensagem certa. Só então poderemos ajudar realmente as pessoas – em grande escala – e gerar crescimento para nosso negócio.

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