In this episode of The Next CMO Podcast, host Peter Mahoney, an experienced CMO and executive advisor, interviews Kevin Ford, the Head of Marketing for Myriad 360. Myriad 360 is a leading provider of IT services, specializing in cloud transformation, AI implementation, and security systems. The discussion touches on how Myriad 360 targets customers using a hospitality and event based strategy, integrating the experience of their services early in the sales cycle to help clients extract value. They also dive into Ford's approach to content creation, targeted marketing, and packaging 'technical expertise' as a product in itself. Additionally, they examine the power of referrals and networks in their marketing approach and how to strike a balance between sharing enough detail to excite potential clients and maintaining the sensitivity of projects.00:02 Introduction to the Podcast00:50 Guest Introduction: Kevin Ford01:47 Understanding Myriad 36002:14 Targeting Strategies and Client Segmentation05:53 The Importance of Providing Value to Clients07:39 The Challenges of Keeping Up with Technology13:10 Differentiating Myriad 360 in the Market17:07 Leveraging Referrals and Partner Networks20:23 The Role of Events in Client Engagement29:06 Account Based Marketing Strategy32:21 Advice for Current and Future CMOs33:39 Conclusion and Contact Information Learn more about Kevin FordLearn more about Myriad360Follow Peter Mahoney on Twitter and LinkedInLearn more about Planful for MarketingJoin The Next CMO CommunityRecommend a guest for The Next CMO podcastProduced by PodForte