The CEO Who Gets Marketing: Lessons from Stuart Hearn
Ever stumbled upon a CEO who actually understands marketing? It's like finding a unicorn in the wild. Well, Stuart Hearn is that rare creature. Former CEO of Clear Review, a thriving B2B employee performance and engagement app, Stuart shares his no-nonsense approach to marketing that turned his company into a million-plus pound business.
Invest Early, Invest Smart
Stuart's journey with Clear Review began with a single, bold move: prioritizing marketing from day one. "We ended up being number one on Google for HR Outsourcing," he recalls. This wasn't just luck; it was deliberate investment in SEO and quality content. By building a strong online presence while developing the product, Clear Review hit the ground running once they launched.
"A consistent flow of free leads means a consistent flow of revenue," Stuart emphasizes. This early focus on organic marketing provided the foundation for sustainable growth without relying heavily on expensive lead generation tactics like cold calling.
Messaging with a Clear Stance
One size does not fit all in marketing, and Stuart knows this well. At Clear Review, they took a stance against the traditional annual appraisal system, advocating instead for regular, meaningful conversations. "We're actually anti-appraisals; they don't work," he states.
This bold position not only set them apart but also resonated with forward-thinking organizations. "It's aspirational for quite a lot of the audience," Stuart points out. By focusing on the why behind their product, they created a message that was both compelling and differentiating.
"If you get a compelling message and you get the why behind it, then you can do really well." – Stuart Hearn
Avoiding Common Startup Pitfalls
Startups often make the mistake of over-focusing on their product at the expense of marketing. Stuart warns, "Don't leave it too late." He observed that many companies invest heavily in product development and only think about marketing once the product is ready, by which time it's often too late to gain any significant market traction.
By integrating marketing into the early stages of product development, Clear Review was able to generate leads even before the product launched. This proactive approach allowed them to gauge product-market fit and adjust strategies accordingly.
The Role of a Supportive CEO
Stuart believes that a CEO's attitude towards marketing can make or break a company's success. "Any leader is honest with themselves; they know that they're not going to get it right," he admits. At Clear Review, he fostered a culture of trust and collaboration, allowing the marketing team the creative freedom they needed to excel.
He also highlights the importance of cross-functional collaboration. "Encouraging cross-functional collaboration was really critical," Stuart shares. By scheduling regular catch-ups between departments, they ensured that everyone was aligned and working towards common goals.
Implementing OKRs for Clarity and Focus
To strike the right balance between being hands-on and giving the team autonomy, Clear Review implemented Objectives and Key Results (OKRs). "With OKRs, we set out the overall targets and vision that you need to achieve," Stuart explains.
This framework allowed the marketing team to understand their targets clearly while giving them the freedom to devise their own strategies to meet those goals. Regular check-ins ensured that any deviations were addressed promptly without falling into a blame culture.
Numbers Don't Lie
In the world of marketing, numbers are more than just metrics; they're proof of concept. Stuart advises marketers to be numbers-focused. "Make sure that you've got where the lead came from tracked right from marketing stages through to sales," he says.
This data-driven approach not only demonstrates the value of marketing efforts but also helps in refining strategies for better ROI. By linking marketing campaigns directly to sales outcomes, teams can showcase their impact in tangible terms.
Fostering a Feedback-Driven Culture
Feedback is essential for growth, both personally and professionally. At Clear Review, Stuart encouraged a culture where asking for and providing feedback was the norm. "Everything that you do, if you ask for feedback on how you did, you'll get some learnings from that," he notes.
This openness not only facilitated continuous improvement but also helped in identifying and addressing issues before they became critical. It reinforced a sense of accountability and collaboration within the team.
Key Takeaways for Marketers
- Invest in SEO early: Building a strong online presence from the get-go can lead to a steady stream of organic leads.
- Have a clear message: Take a stand on industry norms to differentiate your brand.
- Integrate marketing with product development: Ensure marketing is part of the conversation from the start to gauge product-market fit.
- Foster cross-functional collaboration: Regular communication between departments can drive unified progress.
- Be data-driven: Track and measure marketing efforts to demonstrate value and refine strategies.
- Encourage feedback: Create a culture where feedback is welcomed and acted upon for continuous improvement.
Final Thoughts
Stuart Hearn's approach to marketing is a masterclass in how CEOs can effectively support and drive their marketing teams. By investing early, maintaining a clear message, fostering collaboration, and being data-driven, Clear Review not only survived but thrived in a competitive space.
For any marketer or startup founder looking to emulate this success, the lessons are clear: prioritize marketing, be bold in your messaging, and create a supportive environment where your team can shine.
