Marketing Strategies From Top CMOs: Insights From Convoso’s Lisa Leight
Convoso
Authority Magazine interviewed Lisa Leight, Chief Marketing Officer at Convoso, for their series “Marketing Strategies from Top CMOs.” In the interview, Lisa reveals the top five marketing strategies that have driven success for her and her team. These include leveraging SEO, creating buyer persona-driven campaigns, embracing video marketing, excelling at event marketing, and continuously testing and optimizing efforts. She also discusses the growing influence of AI in marketing, underscoring the importance of aligning innovation with broader strategic goals.
Lisa also opens up about her unconventional career path, transitioning from a CPA to a metrics-driven marketer. She explains how this unique journey has influenced her approach to marketing innovation, helping her lead her team in crafting more targeted and effective strategies. Her focus on data and performance has been central to Convoso's marketing success and continues to drive the company's efforts forward.
"Marketing is always evolving, and you have to be willing to rethink strategies. Five years ago, webinars were a cornerstone of our approach. However, as we saw diminishing returns, we pivoted to focus on quarterly compliance webinars, podcasts, and experimenting with shorter, more digestible video content to meet our audience where they are." – Lisa Leight, CMO, Convoso
About Authority Magazine
Authority Magazine is a Medium publication devoted to sharing in-depth, and interesting interviews, featuring people who are authorities in Business, Pop Culture, Wellness, Social Impact, and Tech. Authority Magazine distinguishes itself by producing large, in-depth interview series with scores of experts and thought leaders, around a single empowering topic.
About Lisa Leight
Lisa joined the Convoso team after many years of leading marketing teams in the software, aerospace, and technology industries where she drove measurable growth. Earlier in her career she worked as a consultant for both McKinsey and EY. She also co-founded Stanton Associates, a boutique consultancy helping mid-market companies drive profitable growth. She received an MBA from Stanford Graduate School of Business and a BA from Stanford University where she studied Industrial Engineering.