Welcome to our latest segment where we delve into the minds of industry professionals and gain insights from their experiences. Our guest for today's interview is no other than Chris Jordan - a seasoned expert in marketing strategy and a visionary leader with over 20 years of experience in the field. Known for her knack in working in both the creative and strategic dimensions of marketing, Jordan has skillfully navigated her journey from video production and copywriting to fully grasping the influence of digital marketing and SEO. Currently working at ServiceNow, she has ventured in various marketing functions, working as a media planner and developing brand books, but her true passion lies in consulting and advising startups on their marketing strategies.
From interpreting data to foresee marketing trends, to foreseeing disruptive forces in industry practices, Jordan exercises her entrepreneurial acumen. She believes in leading with data and innovating strategies that meet the current consumers' expectations. But most of all, what makes Chris truly stand out is her knack for identifying and nurturing talent. As a leader who values the growth of her team, she thrives in a company culture where knowledge sharing and support are prioritized. Immerse yourself as Chris Jordan discusses her adventures in the marketing world, her motivations, and her broad areas of expertise.
My secret sauce is that I've worked on both sides of the marketing aisle, and I'm "dangerous" because I am both creative and strategic. I started my career in creative services, focusing on video production and copywriting, but moved into digital marketing. It was a natural transition for me to go from producing videos to understanding how SEO helps that content gain traction among the right audience. After 20 years in marketing, I'm just as adept at media planning as I am at developing a brand book. Because I've developed expertise across many different marketing functions, I am confidently able to consult on everything from creating a logo to optimizing PPC strategy.
While I absolutely love my current role at ServiceNow where I am surrounded by the most amazing team of innovative rockstars, I still have that entrepreneurial "itch." It comes from co-owning a full service digital marketing agency for 7 years. The transition from business owner to working for a Fortune 500 company whose marketing strategy is setting a new standard of excellence has been a wonderful growth opportunity for me. But still, I find that I miss the variety of challenges that owning a business presented me, particularly the opportunity to consult with startups across many different industries. To me, there's nothing more exciting than building a marketing strategy from the ground up and watching what happens as we test and learn. There is no greater thrill than watching a startup gain momentum.
As an advisor, I'd offer the most value to a startup that's looking for guidance on go-to-market strategy and doesn't know where to start. For me, the path is clear: we lead with data. Period. No guesses. No "let's try this and see what happens." Every marketing tactic—both creative and strategic—should be backed up by hard numbers. Even before a company has sales, there is always data to consider—even if it comes from evaluating competitors or looking at what's happening across an industry as a whole.
The pandemic really changed the way B2B buyers approach doing their due diligence as well as the way they expect to make purchases. Gartner predicts that 80% of B2B sales will occur solely through digital channels by 2025. Think about that shift: the traditional enterprise sales model has got to evolve and change, with product-led growth strategy coming to the forefront—because that's what buyers want. They expect a very B2C, self-serve experience—especially Millennials who are going to make up 75% of the workforce by 2025, according to Deloitte. To remain relevant and meet buyers where they are, we can't ignore those statistics. There's a whole new buyer's journey to consider. We as marketers can throw the old model out the window soon...or be left in the dust with the dinosaurs.
I've been fortunate enough to be part of many wildly successful teams, and together we've generated billions in revenue across my career. Who doesn't love making money, right? But, the most impactful projects I've been part of are the ones that allowed me to focus on coaching and elevating others. I have a sixth sense for spotting talent and potential, and some of my greatest career achievements involve helping those who are early in their career to recognize their strengths. I'm far more proud to see my former teammates and direct reports launch amazing careers—much more so than I am proud of increasing LTV, lowering CPCs, or influencing MRR. As a leader, I know that we have to treat our teams as human beings first and employees second. Being present for our teams and genuinely, generously offering up our knowledge to each other is what makes a company successful.
In conclusion, Chris Jordan stands as a testament to the fusion of creativity and strategy within the marketing industry. With a rich career spanning two decades, she has honed her skills in video production, copywriting, digital marketing, media planning, brand development, and PPC strategy optimization. His dynamism in marketing functions positions her as a formidable force to be reckoned with, making him "dangerously" versatile and invaluable in this field.
Now, this wealth of knowledge and expertise is within your reach as Chris Jordan is available for hire as an advisor on AdvisoryCloud. Tap into her distinct mastery of both creative and strategic marketing aspects to steer your brand towards the pinnacle of success. Explore a collaboration that promises a holistic approach to marketing, tailored to your specific needs. With Chris Jordan on your team, you’re not just hiring a marketer; you’re securing a partner dedicated to fostering your brand's growth and potential.
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