CMO Confidential

Latest Episodes:

Gary Briggs | Marketing Observations and Lessons Learned From the 24' Presidential Election | Part 2 Feb 25, 2025

Show notes

Welcome back for Part 2 of A CMO Confidential Interview with Gary Briggs, former CMO of Facebook and eBay, and board member at Etsy, Petco & Combe. As the Paid Media Advisor to the Harris campaign, Gary shares the inside story of what it is like to work at breakneck speed in the rapid spin up of a political organization and all of the marketing that goes with it. Key discussion points include: a look at the billions spent in 18% of the country; what it's like to make tens of thousands of creative assets at speed; why all of the marketing, public relations, social media and news organizations function as a "single thing" for consumers; and the extreme segmentation and personalized messaging that accompanies "the voter file." Tune in to hear if working on a political campaign is right for your career and why campaigns error on the side of "more is more."

Get an exclusive behind-the-scenes look at the 2024 presidential campaign marketing with "Inside 2024 Campaign Marketing Secrets 🚨." In this episode of CMO Confidential, five-time CMO and host Mike Linton welcomes marketing veteran Gary Briggs to discuss the incredible scope, rapid scaling, and strategic decision-making behind political campaigns. Gary, former marketing leader for Facebook, PayPal, and eBay, shares his hands-on experience working on the Biden-Harris and Harris-Walz campaigns and reveals the strategies that shaped the election’s outcome.

Key topics include the unprecedented $10 billion in campaign spending, the role of targeted paid media, and crafting a winning messaging strategy under intense time and budget constraints. Tune in to hear expert insights on voter analytics, game theory in political advertising, and the challenges of operating at a scale unmatched in the corporate world. Discover what it takes to build and dismantle a billion-dollar marketing operation in months and how these lessons apply to any high-stakes business environment.

Don't miss this opportunity to learn from top marketing minds! Subscribe to the CMO Confidential Newsletter for exclusive content, and stay tuned for part two of this fascinating conversation.

#facebookads #emailmarketing ##digitalmarketing

CHAPTERS:

00:00 - Adobe Summit

00:41 - Introduction to the Summit

01:24 - Overview of the 2020 Election

02:28 - Marketing Strategies in Elections

05:33 - Gary's Involvement in the Election

09:42 - Understanding the Voter File

11:42 - Biden Campaign's Data Resource Allocation

13:33 - Media Strategies of the Biden Campaign

19:15 - Scale of Biden's Media Operations

22:15 - Effective Messaging Techniques

24:32 - Consequences of Losing

25:29 - Register for Adobe Summit

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Gary Briggs | Marketing Observations and Lessons Learned From the 2024 Presidential Election Feb 18, 2025

Show notes

A CMO Confidential Interview with Gary Briggs, former CMO of Facebook and eBay, and board member at Etsy, Petco & Combe. As the Paid Media Advisor to the Harris campaign, Gary shares the inside story of what it is like to work at breakneck speed in the rapid spin up of a political organization and all of the marketing that goes with it. Key discussion points include: a look at the billions spent in 18% of the country; what it's like to make tens of thousands of creative assets at speed; why all of the marketing, public relations, social media and news organizations function as a "single thing" for consumers; and the extreme segmentation and personalized messaging that accompanies "the voter file." Tune in to hear if working on a political campaign is right for your career and why campaigns error on the side of "more is more."

For more information on @Adobe Summit visit https://summit.adobe.com/cmoconfidential

Get an exclusive behind-the-scenes look at the 2024 presidential campaign marketing with "Inside 2024 Campaign Marketing Secrets 🚨." In this episode of CMO Confidential, five-time CMO and host Mike Linton welcomes marketing veteran Gary Briggs to discuss the incredible scope, rapid scaling, and strategic decision-making behind political campaigns. Gary, former marketing leader for Facebook, PayPal, and eBay, shares his hands-on experience working on the Biden-Harris campaign and reveals the strategies that shaped the election’s outcome.

Don't miss this opportunity to learn from top marketing minds! Subscribe to the CMO Confidential Newsletter for exclusive content, and stay tuned for part two of this fascinating conversation.

#hubspot #facebookads #emailmarketing #hubspotmarketing #digitalmarketing

CHAPTERS:

00:00 - Adobe Summit

00:41 - Introduction to the Summit

01:24 - Overview of the 2020 Election

02:28 - Marketing Strategies in Elections

05:33 - Gary's Involvement in the Election

09:42 - Understanding the Voter File

11:42 - Biden Campaign's Data Resource Allocation

13:33 - Media Strategies of the Biden Campaign

19:15 - Scale of Biden's Media Operations

22:15 - Effective Messaging Techniques

24:32 - Consequences of Losing

25:29 - Register for Adobe Summit

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Gabrielle Kessler | SVP Brand Experience, We Are Social | A Primer on Experiential Marketing Feb 11, 2025

Show notes

A CMO Confidential Interview with Gabrielle Kessler, SVP Brand Experience at @wearesocial + Narrative, and experienced agency executive. Gabrielle discusses why experiential marketing should be part of an integrated plan versus a stand alone stunt, the value of delivering an emotional memory, and how experiential can reach "ad blind" customers. Key topics include: why marketers should start with objectives and targets versus a "tactic" they see in the marketplace; setting realistic expectations; and how experiential marketing can serve as an "amplifier." Tune in to learn about an"anamorphic" promotion and a story on Ryan Reynolds toilet seat covers at Comic-Con.

For more information on @Adobe Summit visit https://summit.adobe.com/cmoconfidential

Unlock the secrets of experiential marketing in this episode of CMO Confidential! Join experienced host and five-time CMO, Mike Linden, as he sits down with Gabrielle Kessler, SVP of Brand Experience and Production at We Are Social and Narrative, to explore the strategies and insights every CMO needs to know. With a career spanning leadership roles at Best Buy, eBay, and Farmers Insurance, Mike guides this engaging conversation, offering unparalleled perspectives on marketing’s most dynamic trends.

Key topics include defining experiential marketing, its role in driving emotional connections with consumers, and how brands like Game of Thrones and Adidas have leveraged immersive experiences to amplify their reach. Gabrielle also shares practical tips on integrating experiential tactics into broader marketing strategies, avoiding common pitfalls, and using AI to personalize and elevate brand experiences. Whether you're a seasoned marketer or just starting, you’ll gain actionable advice to drive engagement and build loyalty.

Tune in to hear real-world examples, humorous anecdotes, and expert recommendations on making experiential marketing work for your brand. Don’t miss out on this masterclass in innovative marketing strategies.

Subscribe to CMO Confidential and stay ahead in the ever-evolving marketing landscape. For more exclusive insights and episodes, follow us on your favorite podcast platform.

#influencermarketing #b2bmarketing #digitalmarketing #experientialmarketingagency #immersivebranding

CHAPTERS:

00:00 - Intro

01:17 - What is Experiential Marketing?

07:15 - Experiential Marketing in the Marketing Mix

09:58 - Measuring Impact of Experiential Marketing

13:07 - Ideal Brands for Experiential Marketing

16:01 - Successful Small Business Examples

18:10 - Signs of Potential Failure in Experiential Marketing

20:00 - Common Mistakes in Experiential Marketing

23:16 - AI in Marketing

27:04 - Final Questions

30:55 - @Adobe Summit Insights

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Josh Golden | Vulnerability & Personal Branding - Two 2-Edged Swords | CMO Confidential Feb 04, 2025

Show notes

A CMO Confidential Interview with Josh Golden, CMO of Quad, Creator of Eureka and 3 Things, former Publisher & President of Ad Age. Josh outlines the key components of both personal and business vulnerability and offers tips regarding the balance between enough and too much disclosure. He also shares how to build a personal brand without "overshadowing" your company brand. Key discussion topics include; why authenticity is just the starting point; the balance between vulnerability and "wishy-washy" decision making; why rebrands don't work unless they are "accepted by the brand organism;" and why "when in doubt, you shouldn't do the personal branding stuff." Tune in to hear a story about Muenster Cheese and "The 24-Hour Rule."

Discover the secrets to authentic leadership and personal branding with "CMO Branding: Don’t Let Your Ego Overshadow the Company." In this insightful episode of CMO Confidential, hosted by former Best Buy and eBay CMO Mike Linton, special guest Josh Golden—CMO of Quad and creator of "Eureka and Three Things"—shares invaluable lessons on navigating the complexities of being a marketing leader.

Key topics include the double-edged nature of vulnerability in the C-suite, balancing personal and company branding, and actionable advice on building a sustainable personal brand without overshadowing your organization. Josh also offers real-world examples from his career, including how authenticity, gratitude, and cultural awareness shape effective leadership. Tune in to hear practical strategies for managing rebrands, fostering team trust, and integrating personal authenticity into professional success.

Gain unparalleled insights into marketing leadership, customer lifetime value, and the evolving role of CMOs in today’s challenging business environment. Don’t miss this engaging discussion packed with actionable advice to elevate your marketing career.

Subscribe to CMO Confidential for exclusive content and stay connected for more transformative marketing insights.

#personalbrand #contentmarketing #digitalmarketing #personalbranding #socialmediamarketing

CHAPTERS:

00:00 - Intro

02:18 - Vulnerability in Leadership

04:02 - Balancing Vulnerability as a Leader

06:21 - Personal Experiences with Vulnerability

09:35 - Business Vulnerability: Finding the Balance

14:59 - Building a Personal Brand

19:59 - Impact of a Growing Personal Brand

23:45 - Understanding Rebranding

26:17 - Defining Completion of a Rebrand

29:50 - Final Thoughts

32:40 - Closing Remarks

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Prof Daniel McCarthy | Door Dash and Food Delivery - The Case For Building a Subscription Model Jan 28, 2025

Show notes

A CMO Confidential Interview with Dr. Dan McCarthy, Professor of Marketing at Maryland. Dan returns for the third time to share research on the food delivery business and how marketers can "bend the growth curve" by implementing a subscription model. He discusses the engineering behind various subscription models and why most marketers should "at least" consider these programs. Key topics include: the difference between "promiscuous" and "heavy" buyers; balancing the "give versus the get," and how AI may drive the implementation of more models. Tune in to hear why charging for membership is a good idea.

Are subscription models the future of business growth? 📦 In this episode of CMO Confidential, former CMO Mike Linton sits down with Dr. Dan McCarthy, a renowned marketing expert, tenured professor at the University of Maryland, and co-founder of Theta Equity Partners, to uncover "The Truth About Subscription Models." Tune in to hear how subscription programs like DoorDash’s DashPass and Postmates are reshaping customer behavior, boosting customer lifetime value (CLTV), and driving competitive advantages in today’s market.

Key topics include:

- The fundamentals of customer lifetime value (CLTV) and its role in subscription success.

- Insights from Dr. McCarthy's groundbreaking research on the impact of subscription models on market share and consumer loyalty.

- How high-frequency customers, competitive dynamics, and strategic design affect subscription profitability.

- The surprising effects of subscription models on competitors and adjacent industries like grocery and dining.

- Practical advice for businesses considering implementing a subscription model.

Whether you're a marketer, advertiser, or business leader, this episode offers actionable insights into how subscription models can bend the curve of customer retention and profitability. Learn how AI and evolving consumer behavior are shaping marketing strategies in this dynamic space.

Subscribe to CMO Confidential for more expert insights, and stay tuned for future episodes featuring in-depth discussions on marketing strategies, leadership, and industry trends. Don’t forget to like, comment, and share to keep the conversation going!

#growthhacking #digitalmarketing #conversionrateoptimization #marketinganalytics #customerretention

CHAPTERS:

00:00 - Intro

01:14 - Dan McCarthy Insights

02:38 - Customer Lifetime Value (CLTV)

05:59 - Food Delivery Trends

09:28 - Dan’s Key Findings

13:16 - Postmates Subscription Model Analysis

17:40 - Subscription Model Winners and Losers

20:09 - Late Entry to Subscription Models

23:52 - Industries at Risk with Subscriptions

26:26 - Emerging Industry Sleepers

27:20 - AI Impact on Subscription Models

31:33 - Practical Advice for Subscriptions

35:36 - Acknowledgments and Props

35:40 - Like & Subscribe

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Kip Knight | Putting the Chief in CMO - Being Good at Marketing Isn't Enough | CMO Confidential Jan 21, 2025

Show notes

A CMO Confidential Interview with Kip Knight, founder of CMO Coaches, formerly CMO of Taco Bell and H&R Block US President. Kip breaks marketing leadership into "3 Chiefs" - Marketing Leader, Member of the Exec (First) Team, and Company Ambassador and offers tips for how to sequence and think about all three. Key discussion topics include: why running marketing is like being a conductor; how to become a respected member of "The First Team" by remembering "marketing isn't a special function;" how staying "hungry, humble, and smart" allows for continuous learning; and why "you need to go to school every day" throughout your career to "earn the CMO title." Tune in to hear tips for development and why it is usually a disservice to your people to tell them they are "great."

Why is being a CMO the toughest job in business? Tune in as Mike Linton, five-time CMO and host of CMO Confidential, dives into the challenges and nuances of this high-stakes role with guest Kip Knight, founder of CMO Coaches and former CMO of Taco Bell. In this insightful conversation, Kip shares his framework for success, including the "three chiefs" concept—Marketing Chief, First Team Chief, and Company Ambassador Chief—and how these roles shape a successful chief marketing officer.

Key topics include how CMOs can align with CEOs and CFOs, the importance of storytelling and customer insights, and the necessity of staying ahead in a rapidly evolving marketing landscape. Kip also offers valuable advice for aspiring CMOs, from leveraging curiosity and continuous learning to navigating the balance between creativity and financial acumen.

Whether you're an aspiring marketer, seasoned professional, or business leader, this episode is packed with actionable insights on leadership, team-building, and making marketing a growth engine for your company.

Subscribe to CMO Confidential for exclusive content and actionable strategies to elevate your marketing leadership skills. Don’t miss this opportunity to learn from industry veterans and sharpen your edge in the competitive world of marketing.

#marketinganalytics #productmanagement #digitalmarketing #marketingcapabilities #socialmediamarketing

CHAPTERS:

00:00 - Intro

01:03 - Chief Marketing Officer Role

02:21 - CMO Responsibilities Overview

03:25 - Marketing Leadership Insights

08:58 - Team Leadership Strategies

10:31 - Team Leadership Strategies

17:34 - Company Ambassador Role

21:00 - Preparing for CMO Position

27:07 - Final Thoughts and Advice

27:34 - Journey as a Reward

29:40 - Peloton's Business Journey

29:46 - Importance of Finance for Marketers

29:50 - CMO Tenure Challenges

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Carilu Dietrich | B2B Marketing - 2024 The Year in Review + The Year Ahead | CMO Confidential Jan 14, 2025

Show notes

CMO Confidential correspondent Carilu Dietrich, former CMO and hypergrowth advisor who helped take Atlassian public, returns to talk about why she thinks 2025 represents the biggest change in the B2B marketplace in decades. Carilu discusses the potential acceleration of acquisitions and investment driven by macroeconomic factors and how AI is "smacking everyone in the face." Key topics include: zero click search; the onset of agentic AI; why in person is increasing in importance; and her belief that CMO's will scrap to meet aggressive growth targets with less budget. Tune in to hear how to use AI to create a guinea pig feeding schedule.

Discover why B2B marketing faces its biggest transformation ever in 2024. Former Atlassian CMO Carilu Dietrich joins 5-time CMO Mike Linton to break down the seismic shifts reshaping the industry.

Get an insider's perspective on how AI is disrupting traditional B2B marketing strategies, from the decline of SEO to the rise of AI-powered sales development. Learn why companies are losing 15-20% of their inbound traffic and how successful marketers are adapting to this new reality.

Gain valuable insights on:

• How AI native companies are disrupting established software businesses

• Why traditional marketing funnels are becoming obsolete

• The increasing importance of human connection in B2B relationships

• New strategies for video marketing and social media engagement

• Practical ways to maintain growth targets with tighter budgets

Perfect for CMOs, marketing leaders, and B2B professionals looking to navigate the rapidly evolving marketing landscape. Whether you're dealing with budget constraints or exploring AI implementation, this episode provides actionable strategies for success in 2024 and beyond.

#contentmarketing #marketingagainstthegrain #emailmarketing #aitools #cmoinsights2024

CHAPTERS:

00:00 - Intro

01:40 - B2B Economy Insights

05:55 - Impact of AI on Businesses

09:33 - AI and Headcount Budgets

12:11 - AI's Effect on Sales Budgets

12:40 - Budgeting and Growth Strategies

15:50 - AI Transforming Marketing

19:06 - Future Trends in Events

26:10 - Marketing Tests for 2025

28:58 - Final Thoughts: Stories and Advice

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Peter Fader | Wharton School | The Warby Parker Case - I Can See Clearly Now With My CLTV Glasses On Jan 06, 2025

Show notes

A CMO Confidential Interview with Dr. Peter Fader, Professor of Marketing at The Wharton School of Business. This show is a bookend to "The Rise & Fall of Peloton as Seen Through the Lens of CLTV" with Professor Dan McCarthy.

Pete discusses the use of Customer Lifetime Value (CLTV) as key to understanding the true value of the company and explains why it is risky to think "Your company is different." Key topics include: why customer metrics and stock valuations can be temporarily out of synch; why customer metrics eventually win out; how CMO's can use CLTV as a forecasting bridge with Finance; and how Warby Parker's strategic focus did not bend during dramatic stock price fluctuations. Tune in to hear why Warby is the Tortoise and Peloton is The Hare in the classic race.

Discover the real story behind Warby Parker's dramatic $6B valuation swing and subsequent recovery through the lens of customer lifetime value analysis. Dr. Peter Fader, Professor at The Wharton School and co-founder of Zodiac (acquired by Nike), reveals how his team accurately predicted Warby Parker's true valuation before its IPO.

Get an insider's look at how customer metrics and lifetime value calculations painted a different picture than Wall Street's initial $6B valuation. Learn why Warby Parker's steady approach to growth, unlike Peloton's aggressive expansion, ultimately proved successful. Dr. Fader breaks down the critical customer acquisition costs (CAC) miscalculations in Warby Parker's S-1 filing and explains how proper cohort analysis predicts company value.

This episode provides invaluable insights for marketers and business leaders on using customer lifetime value to make strategic decisions, communicate with CFOs, and evaluate company worth beyond stock price fluctuations. Perfect for marketing executives, financial analysts, and anyone interested in the intersection of customer metrics and company valuation.

Join Mike Linton, 5-time CMO, as he explores this fascinating case study that demonstrates why understanding customer economics is crucial for sustainable business growth and accurate company valuation.

#growthhacking #performancemarketing #digitalmarketing #marketresearch #warbyparkeripo

CHAPTERS:

00:00 - Intro

02:00 - Using Customer Data and CLTV

05:52 - Warby Parker IPO Overview

11:29 - Warby Parker's Stock Price Impact

15:35 - Analyzing Warby Parker's CAC Error

18:18 - Warby Parker's Economic Performance

19:36 - Warby Parker: Tortoise vs. Hare Strategy

21:36 - Projecting TAM for International Expansion

23:17 - Projecting TAM for New Product Lines

27:59 - Wrapping Up Warby Parker Insights

29:30 - Marketing Advice and Strategies

30:16 - Conducting a Customer Base Audit

30:56 - Understanding Company Differentiation

31:56 - Outro

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McKinsey & A.N.A | Marketing - The Battle Between Believers & Non-Believers - Part 2 | Replay Dec 31, 2024

Show notes

A CMO Confidential Interview with McKinsey Marketing & Sales Partner Robert Tas and Nick Primola, EVP and Head of the CMO Practice at the Association of National Advertisers. We discuss their recent study and Wall Street Journal article showing that CEO's who have marketing at the center of their strategy have measurably better results. They discuss the 3 types of CEO's including "non-believers" and why so many still exist, the dangers of running marketing as a cost center, and the tremendous variability of the CMO role. Key topics include: the biggest areas of misalignment; the need to connect to financial outcomes; how marketing needs to "claw it's way back;" and their belief that it is "Ludicrous to think the CMO role is going away." Listen in to hear why Business Schools are a significant part of the problem.

CMO Crisis: Why can't 98% of marketing leaders agree on KPIs? Dive into this critical issue with 5-time CMO Mike Linton and guests Robert Tas and Nick Primola. Explore the disconnect between CMOs and CEOs, the role of business schools in marketing education, and strategies for aligning marketing with business objectives.

Key topics include:

• The challenge of defining and measuring marketing KPIs

• How business schools contribute to fragmented marketing education

• The importance of CMO-CEO alignment and communication

• Strategies for demonstrating marketing's value to the C-suite

• The need for customer-centric approaches in marketing

Tune in to hear expert insights on bridging the gap between marketing leaders and business objectives. Learn how to position marketing as a critical driver of business growth and navigate the evolving landscape of marketing leadership.

Subscribe to CMO Confidential for more exclusive content on marketing strategy, leadership, and industry trends. Don't miss out on valuable insights to elevate your marketing game and drive business success.

#digitalmarketing #socialmediamarketing #marketingautomation #digitalmarketingcourse #kpi

CHAPTERS:

00:00 - Props

00:22 - Business Schools Critique

05:24 - CMO Remit Responsibilities

07:14 - Customer Representation Issues

14:12 - Marketers on Boards: A Shortage

17:45 - Practical Marketing Advice & Stories

21:10 - Discover Our Other Shows

21:36 - Like, Share, and Subscribe

21:40 - Outro

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McKinsey & A.N.A | Marketing: The Battle Between Believers & Non Believers | Part 1 Dec 24, 2024

Show notes

This week's holiday episode revisits one of our most popular shows from the past year where leaders from @McKinsey and @ANAmarketers discuss the continued divide between marketing believers and non-believers.

A CMO Confidential Interview with McKinsey Marketing & Sales Partner Robert Tas and Nick Primola, EVP and Head of the CMO Practice at the ANA. We discuss their recent study and Wall Street Journal article showing that CEO's who have marketing at the center of their strategy have measurably better results. They discuss the 3 types of CEO's including "non-believers" and why so many still exist, the dangers of running marketing as a cost center, and the tremendous variability of the CMO role. Key topics include: the biggest areas of misalignment; the need to connect to financial outcomes; how marketing needs to "claw it's way back;" and their belief that it is "Ludicrous to think the CMO role is going away." Listen in to hear why Business Schools are a significant part of the problem.

Explore why 90% of CEOs don't trust marketing in this revealing discussion with McKinsey partner Robert Tosh and ANA's EVP Nick Primola. Discover the shocking disconnect between CEOs and CMOs, and learn why companies with marketing-focused leadership generate significantly more growth.

This eye-opening conversation dives into McKinsey and ANA's groundbreaking research, featured in The Wall Street Journal, revealing three distinct CEO archetypes and their varying approaches to marketing. Former CMO Mike Linton hosts an honest discussion about the challenges facing modern marketing leaders and the critical need to bridge the trust gap between marketing and the C-suite.

Key insights include:

• Why less than 10% of Fortune 500 CEOs have marketing experience

• How successful CMOs align with CEO priorities and prove marketing's value

• The importance of translating marketing metrics into business outcomes

• Strategies for building credibility with non-marketing executives

Perfect for CMOs, marketing leaders, and executives looking to understand and overcome the persistent skepticism around marketing's strategic value. Learn how to transform marketing from a cost center to a trusted driver of business growth.

Join Mike Linton, former CMO of Best Buy, eBay, Farmers Insurance, and Ancestry.com, for this essential conversation about marketing's evolving role in the C-suite.

#martech #socialmediamarketing #digitalmarketing #influencermarketing #b2bmarketing

CHAPTERS:

00:00 - Props Ad

00:21 - Intro

02:17 - State of the CMO

06:11 - CMO Position Challenges

08:23 - Non-Believing CEO Strategies

12:02 - Brand vs. Performance Marketing

15:34 - Article Reactions

22:10 - Marketing Non-Believers Explained

25:00 - Outro

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