Keith Townsend of The CTO Advisor on Bringing Value Through Friction

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Keith Townsend

In B2B influencer advertising, it’s solely pure to surprise simply what an trade influencer truly appears to be like like?

Our third season of Break Free B2B Marketing video interviews options conversations with prime B2B influencers, wanting carefully on the points that every professional is influential about of their specialised trade.

For greater than a decade our crew at TopRank Marketing has fostered a powerful neighborhood of main influencers, growing shut relationships with subject material consultants in lots of industries, and we’re thrilled to share a brand new episode of Break Free B2B Marketing.

Information expertise as an trade has seen an amazing quantity of progress and alter all through 2021. The pandemic and subsequent long-term quarantine left lots of firms with very sudden, very huge issues to deal with. With the explosion of distant work, questions of infrastructure arose: how can we preserve all these distant employees? How will we maintain them protected? How will we talk cross-company after we can’t meet in particular person? What will we should be doing to verify our cloud infrastructure is as much as the duty? What applied sciences are rising or stagnating?

There are lots of individuals providing solutions to those questions, however there are solely a choose few who actually know what they’re speaking about. One of these few is Keith Townsend, co-founder of The CTO Advisor, and a person on the entrance traces of the IT infrastructure trade.

His capacity to remodel IT operations and eloquently clarify trade developments is why we invited him to participate in our Break Free B2B Marketing video collection. In at the moment’s interview, he speaks with our personal senior content material advertising supervisor Joshua Nite concerning the challenges and alternatives dealing with IT leaders within the coming years.

Break Free B2B Interview with Keith Townsend

If you’re curious about testing a specific portion of the dialogue, yow will discover a fast basic define beneath, in addition to just a few excerpts that stood out to us.

  • 1:08 – Introduction to Keith
  • three:49 – How has the position of CTO modified and developed within the final decade?
  • 5:37 – Technological expectations and what they imply for customers
  • 7:36 – Industry challenges Keith is at present seeing
  • 11:19 – How can leaders begin bridging technological divides?
  • 13:28 – “How do you envision the IT infrastructure evolving in the next year?”
  • 17:10 – The future of earn a living from home
  • 19:53 – Remote work and variety
  • 21:19 – “How do you build an audience and become a leader or expert in this space?”
  • 28:40 – Innovative campaigns or collaboration experiences
  • 34:47 – Where yow will discover Keith on-line

Josh: It looks as if you’re considering primarily about your viewers — once you’re attempting to assume in case you’re going to simply accept one thing or not, whether or not it’s going to deliver them worth, or betray that sense of authenticity that they’re coming again for. Would you say that’s correct?

Keith: We’ll see if that’s correct. If I don’t deliver my viewers worth, I don’t have an viewers. So , it’s sort of this this circle that feeds upon itself — in case you don’t deliver your viewers worth, you’re of no worth to the marketer, they usually’re not going to usher in that worth themselves.

“If I don’t bring my audience value, I don’t have an audience.” — Keith Townsend @CTOAdvisor #BreakFreeB2B Click To Tweet

Josh: How can leaders in your trade break away — no matter which means to you?

Keith: What helped me break away is after I’m keen to have the troublesome conversations, issues that we are saying are troublesome conversations as a result of we’re fearful of the result.

I’m a giant believer that friction brings worth. At the top of the day, once you not essentially inject friction, however not keep away from friction, it normally brings fairly good worth. When I’m keen to inform one of my workers or one of my contributors that the piece of work that you simply introduced me simply isn’t as much as our customary. None of them simply go away and don’t deliver me again a revised piece of work. They normally come again with work that impresses me, as a result of we have interaction them for a motive.

The strategy to stand out is, , don’t keep away from troublesome conversations.

“I’m a big believer that friction brings value.” — Keith Townsend @CTOAdvisor #BreakFreeB2B Click To Tweet

Keep your eye on the TopRank Marketing Blog and subscribe to our YouTube channel for extra Break Free B2B interviews. Also take a look at episodes from season 1 and season 2.

Take your B2B advertising to new heights by testing out earlier season three episodes of Break Free B2B Marketing:

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