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Marketing Star of the Week

Chris Hebbard

Join us each Monday as we profile
B2B tech's top marketing minds.

Welcome to round three of Marketing Star of the Week, where we profile B2B tech's top marketing minds every Monday.

Today I'm delighted to introduce you to Chris Hebbard, Sr. Marketing Manager for Spectrum Business.

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Angela @Mojenta:
Thanks for taking the time to chat with me, Chris! Tell us a little bit of your background and journey to get into your current role.

Chris @Spectrum:
I've spent the entirety of my career in telecom. I got my start through a marketing internship with Time Warner Cable during my college days. I parlayed a summer internship into a field marketing position in Buffalo, NY that started less than a month after graduation. I learned the ropes of the telecom industry working with fantastic (and patient) marketing leaders and alongside our local sales organization, doing all that we could to drive internet, voice, and video sales.

Several years later, a position with the commercial side of the business opened up (Time Warner Cable Business Class) which expanded my marketing skill set and offered me an entry point into the B2B world. My responsibilities included curating our website administration, product marketing, event marketing, sponsorship execution, and our referral program – a program rewarding third parties for referring new business customers to our direct sales organization. Partnership marketing quickly became a passion, – and something I knew I wanted to continue.

In 2017 Charter Communications acquired Time Warner Cable. I was offered a sales operations job at Charter's headquarters in Stamford, CT supporting the small- to medium-business "strategic channels" comprising of our channel, value-added reseller (VAR), and national accounts sales teams. Several years later I landed in my current job, leading marketing strategy and sales enablement for those same strategic channels as well as direct sales. Today, my team is focused on lead generation, branding, and enablement for 1,300+ internal sellers and thousands of strategic partners.


Angela @Mojenta:
Marketers who started their careers in the field are a rare breed! What do you love about marketing?

Chris @Spectrum:
While I enjoy the creativity and problem solving that marketing offers, I'm driven by the concept that my efforts can impact others’ success. There's something so rewarding about watching a campaign drive the intended behavior – contributing to the company’s success and benefiting our sellers.


Angela @Mojenta:
Totally agree – I find that fulfilling, too! Marketing is a big umbrella that covers many areas of expertise. What's your specialty, and how did you develop it?

Chris @Spectrum:
I'd like to think of myself as someone who drives relationships. In my space supporting indirect sales teams, which some consider “non-traditional” channels, you have to live it to understand it. I've spent years listening, networking, and learning. I try to form meaningful relationships with both internal and external sales leaders, experienced marketing colleagues, and vendors that offer me the chance to ask questions and listen. I take tremendous value from attending industry events, leveraging both the formal educational and thought leadership content as well as the informal conversations over dinner or coffee. Anyone can learn this space, but in my humble opinion, effectiveness comes with a real understanding and commitment to the channel.


 Angela @Mojenta:
What are your biggest challenges as a B2B marketer?

Chris @Spectrum:
I think we're all being challenged to keep up with the times and trends. The digital marketing world evolves perpetually, offering new and innovative opportunities to recruit, sell and brand. Evaluating these opportunities, sometimes with little or no history or experience can feel daunting. New opportunities also force us to recalibrate to our objective - how can this new platform/tactic allow us to more effectively accomplish our goal?

Angela @Mojenta:
Speaking of recalibration, what was your biggest lesson learned from the pandemic?

Chris @Spectrum:
We’re resilient. In really difficult, unprecedented times we adapted and persevered – both professionally and personally. Work settings changed. The way business is conducted changed. In Spectrum’s case, we established promotional offers to help SMBs get back on their feet. We quickly pivoted to our Remote Work Solutions to ensure those working from home had the connectivity necessary to work outside of the office. It was not easy, and the work is far from over, but I can’t help but feel inspired by how society responded to the challenge. As the saying goes, calm seas don’t make good sailors.

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Angela @Mojenta:
So true – we’ve all had to adapt, but the outcome has been positive in many cases.

How do you help your organization bridge the gap between sales and marketing?

Chris @Spectrum:
Alignment between sales and marketing is critical. Without a strong working relationship and strategy in place between the two, maximum efficiency cannot be reached. We’re committed to this concept, and in constant communication with sales leadership to discuss objectives, headwinds, tailwinds, and opportunities. We participate in weekly status meetings and quarterly business reviews to align marketing efforts to sales’ priorities. It’s a simple concept, but it requires commitment and teamwork to execute.

Alignment between sales and marketing is critical. Without a strong working relationship and strategy in place between the two, maximum efficiency cannot be reached.

Chris Hebbard


Angela @Mojenta:
Yes! Teamwork is so important.

Do you have any favorite marketing resources to help you stay sharp?

Chris @Spectrum:
I love the content Cable and Telecommunications Association for Marketing (CTAM) puts out. They publish a daily SmartBrief newsletter that I read regularly. A resource I’ve recently started subscribing to is “Marketing Brew” which offers industry news, trends, and case studies. I’m also served up new marketing platforms nearly every day on social media platforms based on my activity.

Angela @Mojenta:
What brands do you love right now? Who's doing it right?

Chris @Spectrum:
I really like what Airbnb is doing with their song-themed spots right now (castles, time warp, camping, etc.). The series demonstrates the company’s non-traditional offerings which include the “OMG” category, castles, pools, and more available for rent. They’re marketing experiences, not just properties.

I also have to give it up to Domino’s. Their recent “Domino’s Supports Local” campaign stood out to me. In the aftermath of COVID-19 they gave back to small business owners by purchasing and giving away gift cards to local restaurants with the purchase of a Domino’s pizza. A nice human touch from a fortune 1000 company giving back to the community – and to competitors nonetheless.

Lastly, I applaud all the targeted advertisers serving ads to my social media accounts. I may or may not have bought dozens of things that I hadn’t even given a single thought to previously! 🙂


Angela @Mojenta:
Since you’ve been in marketing since your college days, what's your best advice for young marketers?

Chris @Spectrum:
Relationships are worth their weight in gold. No amount of experience or education can replace the value that true relationships can return to you. The better connected you become, the more effective you’ll be. You can’t accomplish it all on your own, so take advantage of opportunities to learn from and work with those who you look up to.

Relationships are worth their weight in gold. No amount of experience or education can replace the value that true relationships can return to you. The better connected you become, the more effective you’ll be.

Chris Hebbard


Angela @Mojenta:
Great segue to my next question: who has been a mentor and/or inspiration for you?

Chris @Spectrum:
I've been fortunate to work with so many great leaders in my career. A few that stand out to me are:

Dalyn Wertz, Executive Director, Indirect Channel Program & Marketing, Comcast Business - Dalyn has the most incredible channel marketing mind. She is the gold standard for innovative, experiential ways to build relationships, drive behavior, and elevate mindshare. She’s played a huge role in my growth through her leadership, introducing me to so many influential individuals and her knowledge. Dalyn is a marketing legend in my eyes.

Mitch Lopez, Marketing Director, Spectrum Enterprise - Mitch has so much experience and expertise. He has a tremendous understanding of the partner and how to effectively enable through content, tools, and support. I’ve had the fortune of working with Mitch for the entirety of my time with Spectrum, and he’s taught me so much. Mitch is my go-to when I need guidance, for questions, or to bounce an idea off.

Brian Snortheim, Channel Sales Director, Spectrum Enterprise - I worked under Brian for several years during my time at Time Warner Cable Business Class. Brian showed me what best-in-class partner marketing was. He taught me many of the core principles that I use today in partner recruitment, education, and enablement. Brian was ahead of the indirect sales curve, and has made a career in channel marketing and sales. I wouldn’t be where I am today without his leadership and support.


Angela @Mojenta:
You’re lucky to have so many accomplished mentors in your marketing career!

What predictions do you have for B2B marketing? What will things look like three to five years from now?

Chris @Spectrum:
I think we’ll continue down a path towards more complex digital platforms. Sophisticated, algorithm-based targeting will become table stakes, as the market becomes more comfortable with targeted ads. While not necessarily happening in the next 3-5 years, millennials will soon own the majority of SMBs in the U.S. With that shift will come a whole new strategy. I’d imagine traditional tactics like direct messaging, generic display ads, and email will lose share to account-based marketing and AI-guided digital advertising.


Angela @Mojenta:
That’s definitely some good food for thought, Chris!

How do you keep your skills sharp and creativity flowing?

Chris @Spectrum:
Aside from the advertising I consume in my personal life, I’m constantly seeking out others’ innovative marketing ideas. I’m always looking at industry blogs, newsletters, trade show exhibits/activations, and social posts for inspiration.


Angela @Mojenta:
What are you doing when you aren't working?

Chris @Spectrum:
My one-year-old keeps me busy outside of work. Lots of diapers, walks, and time at the water table. I enjoy fishing, watching sports, craft beer, and collecting sports cards.


Angela @Mojenta:
Thanks so much for sharing your story and insights with us, Chris. How can readers connect with you?

Chris @Spectrum:
Email
LinkedIn

Thanks again for joining us in getting to know Chris Hebbard. Check back every Monday as we continue to feature B2B tech's leading Marketing Stars.

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