Michael Baer
Member since September 2005Contact Michael- Partner, Fractional CMO TechCXO
- https://stratecutionstories.wordpress.com/
- LinkedIn: www.linkedin.com/in/michaelbaer
- Twitter: @michaelbaer1
- New York New York
- 10010 USA
Michael Baer is a customer-focused, end-to-end marketing consultant and fractional Chief Marketing Officer at TechCXO. Michael leverages his diverse cross-functional, digital-first experience to help companies drive greater value from their marketing. Michael's focus is on marketing leadership, transformation, and growth within healthcare/life sciences and B2B marketing. He is most frequently called upon by investors, Boards and senior management teams in these industries to assist companies in developing and activating comprehensive brand and marketing strategies and help align their strategies, functions, technologies, and organizations in order to generate growth.
Articles by Michael All articles by Michael
- Looking For Growth? Start With Your Current Customers in
Marketing Insider on
03/07/2024
Learn from their actions and preferences to create useful personas, journey maps, and segmentations -- and how best to convert new customers.
- Stop Doing The Same Thing And Expecting A Different Result in
Marketing Insider on
12/04/2023
Are you ready to make next year less like "same $%@!, different day"? It's time to stop this "definition of insanity" death spiral.
- Why Marketing Shouldn't Wait: A Fundamental Aspect Of Every Stage in
Marketing Insider on
09/26/2023
What does marketing entail for an early-stage company? One factor: identifying the problem you solve.
- Focus On Your MVA: Minimum Viable AUDIENCE in
Marketing Insider on
05/08/2023
Identify the best target for your product who can help you begin to build your business. This is the group that represents the most accessible segment.
- Data-Rich, But Insight-Poor in
Marketing Insider on
03/01/2023
Here are some tips on how to pivot your data approach toward insight development rather than mere data collection.
- Start With 'Who,' Rather Than 'Why' in
Marketing Insider on
12/08/2022
Focusing first on "who" makes sure your "why" isn't just about you, but instead is about understanding and fulfilling a real need of your customer.
- Calling Your Content 'Thought Leadership' Doesn't Make It So in
Marketing Insider on
09/27/2022
Thought leadership goes beyond in its ability to provide a greater sense of authority, expertise and trust than content marketing.
- Define Your Ideal Customer -- Or Be Magnetic To No One in
Marketing Insider on
09/01/2022
If your business is for everybody, then it's likely to have a very generic offering that isn't really the perfect fit for anybody.
- Stop Making Content Only YOU Care About in
Marketing Insider on
07/06/2022
Three steps to make your content plan more engaging to your consumer.
- Marketing Is A System in
Marketing Insider on
05/16/2022
When marketing is working as a system, its disparate parts work in sync with each other, and the momentum builds on itself. Why is this so hard to achieve?
Comments by Michael All comments by Michael
- Data-Rich, But Insight-Poor
by
Michael Baer
(Marketing Insider on
03/01/2023)
Haha - I bet you do! And thanks for the kinds words!
- Stop Making Content Only YOU Care About
by
Michael Baer
(Marketing Insider on
07/06/2022)
Thanks, Dane - entirely true. Being consumer-centric ought to be the focus and drive of nearly all businesses and media/content programming.
- The Purpose Of Purpose
by
Michael Baer
(Marketing Insider on
04/04/2022)
Agreed, Marcelo. Purpose only helps if it's authentic and real - and also connected to your business endeavor. But when it's both genuine, integrated, and embraced, it's a real differentiator. Thanks for input.kind regards,mb
- The Risks Of Being Too Data-Driven
by
Michael Baer
(Marketing Insider on
12/20/2021)
Thanks, John. And totally agree - combining data from different sources can be very challenging for the reasons you say, plus the difficulty often faced just getting the different sources and streams to even communicate with each other. The simple act of collecting your own first-party data presents lots of challenges...
- Affluent Outlook: Finding Clouds In A Silver Lining
by
Michael Baer
(Marketing Insider on
02/24/2020)
Thanks, Ron. This is the exact point I made about Boomers and Seniors - their higher positivity is aligned with/correlates with their higher net worth (and our data corroborates that HNW households are also more positive). We have focused our research (for over 40 years) on the top 20% HH's in America - which aligns with a HHI $125k+. Naturally, this is more "mass affluent" than a "truly affluent" group, as you say. However the sample size is large enough for us to provide relevant brands and marketers statistical cuts of HNW and beyond.
- How Authentic Influence Is Earned
by
Michael Baer
(Marketing Insider on
03/05/2019)
Ford-Not sure if you read the article but it IS specifically about influence - and what we found drives a consumer to actually be influential across their networks. Influence isn't just a paid marketing vehicle leveraging those who have large social followings - real influence happens when regular consumers are looking for advice. And they end up seeking advice and recommendations from the folks that have earned their influence by becoming experts, having a good deal of in-market experience and spending more in the category. The point is that brands would be well served to understand these people because they are the ones who, once engaged, can legitimately influence the shopping behaviors of their network.
- The Affluent Outlook 2018: Affluents In The Age Of Polarity
by
Michael Baer
(Marketing Insider on
02/12/2018)
What was a bit surprising is the dichotomy between people's enthusiasm to how 2017 treated them personally and how they viewed it's affect on the country at large. And that, while the economic news has been a bit of a salve to some, it's moved the needle less than we might have imagined.
- Happy 'View' Year
by
Michael Baer
(Marketing Daily on
01/04/2017)
Thanks, Nigel. I agree with you somewhat - except for the unmitigated growth of display ad spending budgets and the unabated rise of programmatic media buying, which generally are placed in basic "display" modes. In any event, I agree that better consumer-based strategy (planning), better creativity across the mix, and smart use of technology and analytics all help deliver us from this red herring of viewability.
- Is Annoyance A Media Strategy?
by
Michael Baer
(Marketing Daily on
11/21/2016)
Thanks, PJ. I'll check out your blog piece.
- Is Annoyance A Media Strategy?
by
Michael Baer
(Marketing Daily on
11/21/2016)
Agreed, Ed. There's no single person at fault. And, at the end of the day, it is the Client's money. I also agree that media dis-integration plays a role - when media and creative are sitting in separate silos it can be hard to find common ground.
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