Origin Email

originemail.com

We are a group of diverse and experienced digital marketers who know that marketing can be tough in the execution but when you step back, truly step back, you can create greatness. Most professionals are focused on the tactics when that's generally what we all are good at. What companies worldwide need is effective strategies to define the "why" first and the "how" second. That's where we come in. Creating mind-blowing, technology agnostic strategies for some of the largest and smallest companies across the globe.

C-Suite On Deck

Q&A with Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email

Media 7 | April 14, 2020

Ryan Phelan, Marketing Chief / Fractional CMO at Origin Email has nearly two decades of global online marketing experience focusing on driving GTM strategies for high growth SaaS software and Fortune 250 companies. Ryan is a respected thought leader and nationally distinguished speaker with a history of experience from Adestra, Acxiom, BlueHornet, Sears Holdings, Hewlett-Packard (Global), Skype, First National Bank of Omaha, and U.S. Bank and others. In 2013 he was named one of the top 30 strategists in online marketing and is the Chairman Emeritus of the EEC Advisory Board. MEDIA 7: With two decades of global online and email marketing experience, how do you see the online marketing landscape evolving as we tread through uncertain times? RYAN PHELAN: What powers marketing best is that it's predictable and influenced by data. That has changed. Here’s what’s coming in the next 12 months: At every level, from B2B to B2C, you have to throw your marketing plans out the window. These uncertain times not only detail the unpredictability of commerce but also highlight consumer unpredictability. Companies must start weekly strategy sessions that rely on following the news, statistics and customer sentiment. Start war rooms – virtual or not – that look at how to speak to different parts of the country. These war rooms look at each channel to ensure that the message is consistent and ties into the socioeconomic channels in cities and states across the country. We also need to look at new ways of communicating with customers. Communications have to focus on the emotive and empathetic part of marketing instead of "Buy this." This is a challenge because it requires non-traditional, non-predictable thinking. It requires a strategic approach, which most marketers aren't used to taking. I've written often about the need to set down a strategy first and then figure out the tactics later. This nee

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