Marketing Star Of The Week: Chris Hebbard, Sr. Marketing Manager

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.

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.

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.

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.

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.

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! 🙂

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.

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.

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.

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.