Marketing Workshop Highlights – Fractional CMO Demonstration

Controlled Experimentation in AdWords

Core warning: “Never jump into a campaign and make a bunch of changes at once.”
- If you change five things and performance improves, you cannot isolate which of the five was causal.
- Emphasises the scientific method: change one variable at a time, measure, then iterate.
Implied best-practice workflow
1. Form a hypothesis (e.g., new headline, bid, or audience tweak).
2. Implement a single change.
3. Allow data to accumulate to statistical significance.
4. Accept or reject the hypothesis and document results.
Practical implication: preserves budget and provides a defensible optimisation roadmap.

Interactive exercise: attendees asked to open Google and search
• “fractional CMO Atlanta” (even while in Dallas)
• Scroll beneath AI snippets and Sponsored listings to organic results.
• First organic link = JR CMO (speaker’s site) → tangible proof of ranking claims.
Repeat query with “fractional CMO Dallas.”
• Again, JR CMO appears at/near the top.
Claim: the site ranks top 1–3 for the term in ≈32 major U.S. cities.
• Demonstrates national/local SEO scalability.
Audience observation: \approx20\% of devices also showed JR CMO in the AI-generated answers.
- Highlights how AI SERP slots are still inconsistent/fickle.

Prompt: In the Dallas knowledge panel, tap “Reviews,” select ★★★★★, submit.
- Original morning session: 60 people → expected 60 reviews, but only ≈6 appeared.
- Afternoon call-out stresses execution vs. intention.
Anecdote: Someone left a ★★★★ (4-star) review.
- Speaker traced the person, called them, and questioned the rating—illustrates vigilance over brand perception.
- Ethical angle: Maintain authenticity; don’t game reviews, but monitor and respond.

Philosophy: If you take advice, verify that the advisor can demonstrate results.
• Live SERP demo = real-time credentialing.
Encourages critical thinking—don’t accept marketing claims without proofs (rankings, case studies, data).

Main site accessible via QR codes, direct URL, or chat widget.
• Chat forwards to the speaker’s personal phone; staff can also respond.
Agile Marketing Section (navigate: Home ➝ Agile) lists “Eight Pillars”:
1. Choosing the Right Keywords
2. Engaging Messaging
3. Content Strategy
4. Tactical Execution
5. Budget Allocation
6. Visual / Eye Appeal
7. Measurement & Analytics
8. Continuous Optimisation
Each pillar interrelates—mirrors Agile software sprints: rapid, iterative, feedback-driven.
Starter Plans
• Pricing tiers explained on the site; each comes with explainer videos.
• Tailored for businesses wanting fractional CMO guidance without full-time cost.

Organisation operates a software division focusing on AI solutions.
- AI assists but final outputs are human-checked.
- Will answer AI-specific questions for attendees after the talk.
Observation about AI SERPs:
• Still early; placement is inconsistent across users/devices (seen in the 20 % figure).
• Ongoing R&D to understand and leverage AI snippets.

Speaker’s personal cell number provided on final slide for direct questions.
To obtain a copy of the presentation:
• Go through the website’s “Get Started” or “Contact” form.
• Mention “Atlanta show” in the request.
Social media: Encourages attendees to follow accounts; new Director of Social starts August 1 (expect more consistent content).

When optimising campaigns, implement single-variable tests.
Verify a vendor’s competence via live demonstrations or data.
Perform “fractional CMO ” searches to benchmark SERPs.
Leave a 5-star review if satisfied; monitor your own review ecosystem similarly.
Explore the Agile section and starter plans on JR CMO’s site.
Save the speaker’s number for future consultation; use site chat for quick queries.
Follow on social platforms to watch forthcoming content improvements.

Reviews: Ethical to request, but illegitimate manipulation risks penalties & trust erosion.
Calling out a 4-star reviewer shows transparency & reputation-care, yet could border on intimidation—balance is key.
AI SERP unpredictability underscores need for diversified traffic sources—not solely AI-dependent.