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Every week, you’ll hear interviews with industry-leading marketers, including CMOs, CEOs, and thought leaders in the field. Tune in to hear the war stories and best practices from marketers who helped build the fastest-growing startups and are leading the enterprises of the future.
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Mandy Dhaliwal is the CMO of Nutanix, but she’s also a mom and a whole person. On this episode, Mandy details how taking a break from the working world helped her find balance and become a better CMO when she returned to being an executive.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Keri McGhee, CMO of Attentive, discusses the role of finance in marketing, staying current with new tech trends, the balance between AI and human touch, the blurring lines between B2B and B2C marketing, and building high-performing teams. She also emphasizes the importance of putting the customer first and being the voice of the customer in all marketing strategies.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, John Korpics, Executive Creative Director at Harvard Business Review, discusses his unique career path, the importance of visual storytelling in business publishing, and the role of AI in enhancing creative processes. He emphasizes the need for engaging content that resonates with diverse audiences and shares insights on navigating complex topics while maintaining brand identity. John also offers valuable advice for aspiring creative directors, highlighting the significance of collaboration and design thinking in achieving success.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Ash Parikh, CMO of Trellix, discusses the importance of metrics and data in marketing, including website visitor numbers, click-to-open rates, and share of voice. He emphasizes the need for transparency, trustworthiness, and responsible security in building a brand. Ash also shares his approach to marketing transformations at different stages of a company's growth, highlighting the importance of understanding business goals and target personas. He discusses the balance between AI tools and maintaining a human touch in marketing, as well as the use of AI-powered Martech to improve marketing efficiency.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Aruna Ravichandran, SVP and Chief Customer and Marketing Officer for WebEx by Cisco, discusses the importance of being a customer-obsessed CMO and leveraging data and analytics to drive customer-centric strategies. She also emphasizes the power of personalized marketing and how AI is being integrated into Cisco's solutions to enhance productivity and customer service.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Murali Nemani, CMO of Dataminr, discusses the role of marketers in shaping the strategy of a company. Plus, he explains how Dataminr leverages real-time data and AI to provide organizations with valuable insights for decision-making and risk management. And Murali talks about how he approaches new opportunities as a marketing leader, and why he creates a tailored approach for every situation.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Udi Ledergor, Chief Evangelist at Gong, discusses the use of AI in marketing and sales and highlights the utility of AI in the C-suite, particularly in analyzing sales pitches and measuring their impact on business metrics. Udii also emphasizes the importance of shifting from ownership to stewardship in marketing, and he discusses the need for aligning internal and external branding by living the company's values and creating a consistent customer experience.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Jim Jackson, the CMO of HPE, discusses the importance of teamwork and collaboration in marketing and sales and he details how to use data to target and engage customers. Jim also highlights the value of traditional media in the marketing landscape, even with the growing importance of digital marketing. Plus, he touches on the role of AI in marketing and the need for continuous learning in the industry.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Jeremy Flynn, Senior Vice President of Data Products and Strategy at Clear Channel Outdoors, discusses the measurement and targeting capabilities of out-of-home advertising and emphasizes that out-of-home is a communal and unskippable medium that offers a unique ad experience. Plus, he explains how advances in geo-location technology allow for more accurate targeting of specific demographics and locations, and he discusses how Clear Channel is leveraging data and analytics to measure the effectiveness of out-of-home campaigns and connect them to consumer behaviors and outcomes.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Joe Cano, the Chief Marketing, Chief Merchandising, and Chief Growth Officer at Zappos, discusses the company's culture, use of AI, and customer experience. He highlights the importance of Zappos' customer obsession and the strong emotional connection they have with their customers and he explains how Zappos leverages AI in merchandising and marketing, using data analytics to personalize product recommendations and create targeted marketing campaigns. Cano emphasizes the balance between AI and the human touch, ensuring that Zappos maintains its personal and emotional connection with customers.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Carla Piñeyro Sublett, the former CMO of IBM, discusses her transformational path from corporate leadership to starting her own company focused on connecting and optimizing human potential. Carla shares insights into modern leadership, authenticity, and the importance of balancing mind, body, and spirit in professional settings, and she offers shifting perspectives in marketing and leadership.
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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.
On this episode, Suzanne Kounkel, the Global Chief Marketing Officer at Deloitte and Deloitte’s US CMO, dives into what it means to be a marketing leader at such a high level. Plus, she discusses the role of data and insights in enhancing creativity in marketing campaigns and she emphasizes the strategic importance of AI in marketing and the need for CMOs to be actively involved in leveraging AI tools.
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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.
On this episode, Lena Waters, Chief Marketing Officer at Grammarly, discusses the company's transition from a consumer brand to an enterprise-ready solution and how AI has played a role from the beginning. She emphasizes the importance of providing value to customers at every stage of the writing process and highlights Grammarly's unique selling points to all kinds of customers. Plus, Lena discusses her personal values as a leader, the importance of taking accountability, and the need for empathy and compassion in high-stakes environments.
Key Takeaways:
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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit
brightspot.com/marketingtrends
today to learn more.
On this episode, Jill Thomas, Chief Marketing and Customer Experience Officer of PGA TOUR Superstore, discusses the challenges and opportunities of marketing in the golf retail industry. She highlights the shift in the golf consumer landscape and the need to reach diverse audiences with different motivations for playing the game. Jill also shares her experience of building a high-functioning marketing organization with limited resources and the importance of trust and credibility in implementing a multi-year transformation plan.
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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.
There are few arenas as competitive and complex as professional sports marketing. In this episode, Melissa Proctor, CMO of the NBA’s Atlanta Hawks and State Farm Arena, shares how she continues to achieve by showing up for herself and her teams. With more than 15 years of proven brand strategy expertise, Melissa has found myriad ways to engage and delight the Hawks’ devoted fanbase, while reinforcing the organization’s deep connection to the city it calls home. Tune in to learn how she continues to build unforgettable experiences for fans, the city’s communities, and her employees.
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On this episode, Carrie Grapenthin, CMO of Lincoln International, discusses the importance of listening, diplomacy, and relationship-building in marketing leadership. She emphasizes the need for marketers to be agile and adaptable, especially in a competitive and fast-paced industry. Carrie also highlights the unique role of marketing in shaping the perception of the brand and driving business growth. She shares examples of innovative marketing campaigns and the impact they had on brand awareness and employee engagement. Carrie predicts that storytelling and maintaining a unique brand voice will be crucial in the future of marketing.
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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
On this episode, Victoria Lozano, EVP of Marketing for Crayola, discusses the evolving role of marketing, the importance of creativity, and the power of partnerships. She emphasizes that marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives. She also highlights the need for marketers to focus on both brand and business, and the impact of AI in marketing, emphasizing the need to use it smartly and not get caught up in sensationalism.Key Takeaways:
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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.
This is Marketing Trends, where we'll give you an authentic look into the world’s most impactful marketing leaders. How do they think? How do they lead? How do they maintain their dominant positions at brands like ESPN, Google, Meta, Wells Fargo, Walmart and others? Join host Jeremy Bergeron as he uncovers the answers to those questions, and more.
On this episode, Brad Nelson, the Chief Marketing Officer at Sotheby's International Realty, discusses the changing consumer demographics and the intergenerational transfer of wealth in the real estate market. He emphasizes the importance of connecting with different generations of clients and creating an emotional connection with them. Plus, he talks about the need for brands to show up on different platforms in an authentic way for the younger generation while maintaining brand equity. Brad also highlights the value of empathy, emotional intelligence, and curiosity in his leadership style.
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Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.
Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
On this episode, Woozae Kim, an esteemed marketing leader, delves into the intricate realm of marketing and branding. Woozae underscores the significance of understanding the customer journey and fostering a cohesive brand experience across all touchpoints. Plus, he advocates staying attuned to consumer trends through field research, emphasizing empathy, collaboration, and clarity as catalysts for organizational change, and he challenges conventional norms around some major industry ideas.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
On this episode, Dipti Kachru, Global CMO at Broadridge Financial Solutions, unravels the complexities of marketing in the fintech industry. She shares her insights on navigating B2B challenges, the importance of progress over perfection, and the evolving role of the CMO in the corporate landscape. From ABM strategies to resilience in a male-dominated industry, Dipti shares valuable lessons for marketers aiming to make an impact in the ever-changing world of financial technologies.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
On this episode, Ashley Kramer, Chief Marketing and Strategy Officer at GitLab, shares her expertise on building trust in leadership and fostering collaboration between sales and marketing. Plus, she delves into the world of AI's impact on software development and explains bit about how GitLab is shaping the future.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
The smartest CMOs are constantly looking for ways to get and stay ahead. On this episode, Jim Kruger, the CMO of Informatica, how he does this by driving forward a focus on leveraging AI and cloud technologies to help customers bring their data to life. Jim emphasizes the importance of aligning marketing strategy with cloud growth and shares his approach to leading and developing leaders, as well as his personal use of AI tools in his role as a CMO.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
Out-of-home advertising is the oldest form of marketing around, outside of word-of-mouth. But is there a way to revolutionize what has always been pretty traditional? On this episode, Dan Levi, the CMO of Clear Channel Outdoor, discusses the company's focus on digital innovation in the out-of-home advertising space and he explores the impact of AI in the industry and how it is being used to enhance creativity and optimize campaigns. Plus, lessons learned from his time at MTV and Monster, and what it takes to build high-performing teams.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
In the marketing world, you have to evolve or get left behind. On this episode, Anthony Kennedy, CMO of ION, discusses how to stay ahead and digs into the importance of building a high-performing marketing team, and he emphasizes the need for continuous learning and development. And on the note of constant evolution, Anthony also shares insights on tailoring marketing strategies for diverse industries and the impact of AI on marketing.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
There are so many factors that go into being a great marketer. Angela Stelle has identified many of them, and she has joined many of those factors to find success for herself and the brands she has worked for. Today, Angela serves as the CMO and Chief Experience Officer, Sterling, and on this episode, she shares what she has learned on her journey, and she goes deep into what’s working today and how she thinks about things like aligning marketing and experience, success in ABM, and multi-touchpoint strategies.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
In today’s world, marketing and customer experience go hand in hand. At least, that’s what Johann Wrede believes. On this episode, Johann, the Chief Experience Officer at Emburse, takes us into how he has blended the marketing and customer experience teams and the success they have had as a result. Plus, he explains why we have to get out of the mindset that we have to do more with less and instead start thinking only about how we can constantly be doing better.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
On the list of priorities for high-growth companies, where should branding land? How, when, and why should a company start to think about and invest heavily in brand-building activities? These are the questions Alex Woods faces every day. On this episode, Alex, the Head of Brand Creative Strategy for Accenture Song, dives into those questions and gives some strategies for companies that are looking to take the next step.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
Elevance Health is ranked No. 22 on the Fortune 500 list. The organization is massive, and it brings in more than $150 billion in annual revenue. Marketing for this company is a big job, one that CMO Bill Beck made more difficult when he led the charge on a massive rebrand in 2023. On this episode, Bill guides us through how he went about rebranding and consolidating a well-known and successful company in a way that earned executive buy-in and helped drive further growth.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
You may not think the home-building industry is sexy or exciting, but you’d be wrong. Taylor Morrison is actively transforming how home building is marketed and executed, and the younger generation is starting to take notice. Stephanie McCarty, the CMO of Taylor Morrison, explains how her team has helped shift the marketing and business practices that have led to massive scale.
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Every brand dreams of having passionate customers around the world. StockX has reached that goal, but keeping that customer base happy takes effort, especially as a marketplace for buying and selling popular lifestyle products. In this episode, Deena Bahri explains what it takes to succeed globally, how to lean into the passion of your consumers, and what it means to be a successful CMO today.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
Kohl’s has been around for decades, and it has earned the distinction of being a household name. But staying at the top of the retail industry is no easy feat. On this episode, Christie Raymond, the CMO of Kohl’s, explains how the brand stays innovative, builds partnerships, and shapes its messaging to meet consumers where they are and keep pace with them as they evolve.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
Morgan Norman has been on quite a journey in his career, and his experience has taught him how to adopt technology, lead teams, and bring more artistry into marketing. In this episode, Morgan, now the CMO of Dialpad, digs into these topics and more. Plus, he explains why he believes anyone can be a CMO.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
Internet shopping is old hat these days, but Whatnot is becoming a household name in the market by leaning into live selling and propping up the enthusiasts who turn into successful sellers. Andy Tu is the VP of Marketing for Whatnot, and in this episode, he explains how he’s taking the lessons he learned while working at Postmates and Uber Eats to the team at Whatnot and what marketing strategies they are using to scale up the platform.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
By now, everyone has heard of ChatGPT and most have tested out the AI tool. But the company beyond the technology wants you to know that there is more to the story than just artificial intelligence. James Dyett, Head of Strategic Partnerships at OpenAI, joins Marketing Trends to take us behind the scenes of this rocket ship of a company and let us know how OpenAI is continuing to expand.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
Going to the dentist is nothing more than a chore for most people, which makes being a marketer in the dental industry a bit difficult. Jonathan Kaufman is the Senior Vice President and CMO of Sage Dental, and on this episode of Marketing Trends, he breaks down how he approaches this challenge. Jon explains some of the things that work and some of the surprising successes he’s seen. Plus, he digs into the tools and technology like AI that has helped elevate the work he and his team does.
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Growing as a business leader means being able to adapt and innovate with the times. Stacey Epstein, the CMO of Freshworks, has been able to do that throughout her long career. On this episode, Stacey shares some of the lessons she’s learned, how she leads, what it takes to find product-market fit, and how new tools like generative AI are being put into practice.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
Whether you realize it or not, our airspace is becoming more cluttered. That could be good or bad, depending on how drones are being used. On this episode of Marketing Trends, Mary-Lou Smulders, the CMO of Dedrone, talks about what it’s like to build and brand a company that’s leading the way in aerospace security.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
Being a modern-day CMO has its challenges. On this episode of Marketing Trends, Denise Persson, CMO of Snowflake, and Stephanie Dobbs Brown, CMO of ICE, discuss how they approach the job, what they do differently, and how they build and maintain a culture of innovation.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
The Vegas Golden Knights made history when they reached the 2018 Stanley Cup Finals in their first NHL season and now they are on the precipice of hoisting the cup! But the franchise’s early success can be attributed to more than just the action on the rink. Eric Tosi, the Chief Marketing Officer for the Vegas Golden Knights and Foley Entertainment Group, has been with the team from the outset and joins us to offer insider tips on how he helped build a standout sports brand in a city teeming with entertainment options.
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Carol Carpenter is used to leading the way at fast-growing companies. Today, she’s serving as the CMO of Unity, a leading software development company that specializes in developing tools and technologies for creating interactive, real-time 3D and 2D content. Ont his episode, she discusses how she’s approached this new world, and the ways she’s approaching marketing with influencers, AI, and more.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
Amanda Elam has taken an unconventional route to her role as CMO of Bloomreach, but she’s learned some important lessons along the way. On this episode of Marketing Trends, Amanda discusses her unique approach to hiring, how to identify metrics that matter, and why we need to embrace and work alongside AI.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
Helping a growing brand stay on its upward trajectory is a big job, but it’s one that Jessica Gilmartin was excited to take on as the CMO of Calendly. On this episode of Marketing Trends, Jessica explains how she approached her first 90 days, what she was doing to define goals, and how she has been developing a plan to bring the company to the next level.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
Weather is more than just a topic for small talk. It’s a major factor in a number of industries, and impacts business every day. Tomorrow.io is making it possible to gather better, more advanced weather data that is allowing for a revolution in transportation and other industries. Dan Slagen, CMO of Tomorrow.io, explains how on this episode of Marketing Trends.
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“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”
The pet category is the second-most emotional in the eyes of consumers, behind only children. So as the CMO of PetSmart, Will Smith has a daily challenge to elevate his brand while connecting with the hearts and minds of customers. On this episode of Marketing Trends, Smith explains how he does this, including through strategies of expanding services both in-store and online and building more trust with consumers
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There is nothing like coming together for a concert, a speech, or a community festival. The camaraderie and joy that these events bring to those who attend is an essential part of our lives and Eventbrite is helping to make accessing these events easier than ever. On this episode, Tamara Mendelsohn, the CMO of Eventbrite, explains how the company has grown and how the team unifies behind a mission and data in order to bring events to people everywhere.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
Finding love is happening more and more online and through dating apps, and the field is only getting more crowded. Michael Kaye, the Director of Brand and Communications at OKCupid, explains how data, automation, and creating personalized experiences are helping separate OKCupid from the competition.
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Michael’s role with OKCupid (1:30)
How the dating space evolve and how OKCupid markets itself as the app for everyone (4:00)
The different customer personas that OKCupid talks to (8:00)
Understanding the wealth of data OKCupid has accumulated (11:00)
How ChatGPT and OKCupid have come together (15:00)
Measuring performance (18:00)
What’s important in the influencer marketing world right now? (22:00)
Exciting things to look forward to (30:00)
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With all the recent growth of AI, data, and automated tools, marketing teams have had to evolve to not only implement these developments, but also maximize their value. And that – even in 2023 – still comes down to having the right people for the job. In this episode, Jim Habig, VP of Marketing at LinkedIn Marketing Solutions, discusses some exciting insights from LinkedIn’s Jobs on the Rise 2023, and gives his take on some of the recent tech developments that teams need to harness to stay competitive.
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After 100+ years of insurance excellence, no one would blame Liberty Mutual’s marketing team for playing it safe with its customer outreach. Instead, the company continues to defy its century-old origins by bringing new, exciting (and even outright funny) ideas to the table. In this episode, Jenna Lebel, CMO of Liberty Mutual, explains how implementing new approaches has only helped to widen the company’s target audience, and reinforce a trusted, proven brand identity.
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After 111 years of history, building a remarkably consistent outdoors brand, L.L. Bean might not seem like a company centered on evolution. But after pulling back the curtain with CMO Nick Wilkoff we see that the company’s focus on transparency, inclusion, customer, and community positions L.L. Bean as a timeless example of how to keep a brand relevant and forward-thinking.
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Machine learning evolves from patterns. Deep learning evolves from people. In this episode, Jana Jakovljevic of Cognitiv shares her thoughts on how her company’s technology learns from context and generalization to bring intelligence to advertising, through AI that affects human lives. Listen in to hear Jana’s journey, from her early experiences with AI systems, to helping take a company from idea to IPO.
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Jana Jakovljevic featured on AdWeek
For marketing teams to succeed, there needs to be a companywide consensus and understanding. This requires active communication and education across teams to ensure all departments not only understand the end goals, but the roles each team play in getting there. Shamir Duverseau, Co-Founder of Smart Panda Labs, shares his thoughts on how his company helps organizations balance data and know-how to achieve unique digital outcomes.
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09:39 Shamir’s SiteSpect Article - https://www.sitespect.com/use-customer-data-to-improve-the-digital-customer-experience/
15:54 Google Analytics
15:55 Adobe Analytics
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Evolving your company’s approach to marketing and customer experience is required to stay ahead of the competition, even for the most established pillars of business. In this episode, Lauren Gerstner, Head of Marketing, MassMutual Financial Advisors, details how the centuries-old institution continues to adapt to meet changing expectations while maintaining the authority and customer trust it has established over 171 years.
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1:45 Northwestern Mutual - https://www.northwesternmutual.com
1:46 H&R Block - https://www.hrblock.com/home/
1:47 HP https://en.wikipedia.org/wiki/HP_Inc.
1:51 New York Life - https://en.wikipedia.org/wiki/New_York_Life_Insurance_Company
18:37 Chat GPT - https://en.wikipedia.org/wiki/ChatGPT
20:52 REGBI (Regulation best Interest) - https://www.finra.org/article/regulation-best-interest-%28reg-bi%29-overview
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For many companies, social media is a promotional or research tool, and is typically given to young team members to handle. But considering social often represents a customer’s first touchpoint for brand awareness, recognition, and sentiment, it deserves a more prominent place in the workflow. Hear Shiraz Siddiqui, former Global Social Lead at Twitter, explain how authentic social media engagement can produce invaluable insights for any consumer marketing team.
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5:26 Google / Google Plus
5:46 Vine
7:37 Wendy’s
13:51 Tweet it into existence
22:57 Google Glass
23:52 CES
24:19 Pokemon Go
35:04 Campbell Soup Company Episode
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How can marketing leaders inspire their teams? Sarah Acton, CMO of BILL, claims impact comes from learning what drives them, while also diving deep into the company’s mission to understand how to improve the customer experience.Tune in to learn how Sarah created a rebrand for BILL in her first year as CMO.
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As the data revolution rapidly transforms marketing, does the industry run the risk of losing its altruistic ideals? Jacqueline Woods, CMO of the multi-cloud data platform Teradata, urges marketing leaders to take responsibility for their enormous influence on society. Hear Jacqueline discuss Teradata’s strong commitment to diversity, her reverence for authenticity, and why she believes the popular analogy comparing data to “new oil” is somewhat misleading.
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In a market focused on revenue and notoriety, how can modern businesses find the right footing to make an impact? Rachel Konrad, Chief Brand Officer at The Production Board, claims that by focusing on the mission that matters, companies can make a positive impact on the world around them. Tune in to hear how Rachel aims to help prepare the next generation of business leaders by pushing to fix the current climate change issue.
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In today’s unpredictable marketing environment, how can leaders in the industry continue to maximize their impact? Eric Toda is the Global Head of Social Marketing at Meta and Head of Meta Prosper, an online hub created to uplift Asian American and Pacific Islander communities and businesses. On this episode, Eric shares why today’s unique challenges provide marketers with exciting opportunities to not only drive revenue, but to serve and empower new and diverse voices.
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This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com.
What is the best way to ensure a smooth workflow as a marketing leader? Alice Cherry, Chief Marketing Officer at S&P Global, claims that communication is key when leading marketing teams. Tune in to learn how Alice not only builds healthy relationships with other executives and stakeholders, but also created a brand new company culture throughout S&P Global’s merger with IHS Market.
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Brands that rely on the events industry have had a difficult last couple of years. So, how can they regain traction now that events are making a robust comeback? This is priority number one for Melanie Hellenga, VP of Brand and Performance Marketing at Groupon. Melanie joins us to discuss the creative approaches her team has used to transform the brand and how data is being leveraged to raise “top-of-mind” awareness for the deals and discount platform.
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On this special end-of-year crossover episode, the hosts from Up Next in Commerce, Marketing Trends, and IT Visionaries meet up again to discuss their biggest takeaways from their guests over the past year, and to make some predictions for what should be an exciting 2023 in marketing, tech, and e-commerce.
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Mission.org is a media studio producing content for world-class clients. Learn more at *LINK*.
As gym culture evolves, how do companies like Crossfit boost their brand to potential consumers? Keith Knapp, Director of Marketing at Crossfit, strives to build a brand that includes every shape, size, and ability. Keith shares that by relying on their affiliates to help localize advertisements, each community receives specialized marketing and branding. Tune in to the episode to learn how Keith’s passion for fitness and community led him to reinvent the Crossfit brand.
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How is one of the world’s fastest-growing streetwear retailers setting itself apart in a crowded category? Jenna Flateman Posner, Chief Digital Officer at SNIPES, suggests that the secret lies in the company’s bold commitment to elevating the communities it impacts. Jenna joins us to discuss the inspirational philanthropic marketing model at SNIPES, and why she believes the idea of developing “true retail partnerships” is often taken for granted in the industry.
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This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com.
What sets a brand apart? Tim Hackbardt, CMO at Del Taco, shares that freshness, speed, and reliability keep Del Taco strides ahead of the competition. Tune in to learn how Del Taco is using AI, reliable customer experiences, and a promise of freshness to set themselves apart in the eyes of the consumer.
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There are few arenas as competitive and complex as professional sports marketing. In this episode, Melissa Proctor, CMO of the NBA’s Atlanta Hawks and State Farm Arena, shares how she continues to achieve by showing up for herself and her teams. With more than 15 years of proven brand strategy expertise, Melissa has found myriad ways to engage and delight the Hawks’ devoted fanbase, while reinforcing the organization’s deep connection to the city it calls home. Tune in to learn how she continues to build unforgettable experiences for fans, the city’s communities, and her employees.
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As economic uncertainty continues to grow, what tools are available to job seekers hoping to find meaningful work? Jennifer Warren, VP of Global Brand Marketing at Indeed, joins us to explain why the hiring platform is injecting a much-needed dose of optimism into the job market conversation. Learn about Indeed’s commitment to building a diverse workforce, and hear Jennifer’s keen perspective on the relationship between brand and performance marketing.
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This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com.
What’s the best way to ensure a brand has a long-lasting effect on consumers? Cheryl Mills Knight, SVP of Brand & Culture at Kendra Scott, shares that she values empowering customers as well as connecting with employees to produce a culture that brings joy to all aspects of commerce. Tune in to hear more about why ensuring employees and customers feel valued can have a ripple effect for a business.
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What is the best part of being a marketer? Seth Freeman, VP of Marketing and Communications at BlueLinx shares that he is driven by being able to tell a story through marketing. By relying on a strong team and using the resources around him, Seth explains how he built his role from the ground up. Tune in to the episode to hear more on how to rebrand and ensure employee receive quality experiences.
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In an uncertain and rapidly changing world, how can leaders stay relevant for the long term? What skills are needed to tackle the big issues we face around employee retention and DEI disparities? Marguerite Soeteman-Reijnen, Chairman Executive Board, Aon Holdings, shares her expert perspective and her leadership journey.
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This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com.
With the holiday shopping season in full swing, how are businesses handling the busiest commerce period of the year? On this special crossover episode, the hosts from Mission.org podcasts, Up Next in Commerce, Marketing Trends and IT Visionaries join forces for the first time ever to discuss all things retail. Tune in to hear Stephanie, Jeremy, and Albert share their thoughts and expertise about the latest shopping technology, holiday cyber threats, and whether shifting consumer attitudes will make Black Friday a thing of the past.
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Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
What do Balenciaga, McLaren’s race team, and CNBC’s Mad Money have in common? They’ve all collaborated with ICE to expand their brands and build exposure for their companies. Tune in to learn from Stephanie Dobbs Brown, CMO at ICE, about how partnerships can benefit building brands to reach wider audiences through creating bold relationships and excellent employee experiences.
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With budgets constraining and customer expectations at an all-time high, how can industry leaders rise to overcome today’s unique marketing challenges? Shannon Duffy, EVP of Cloud and Industry Marketing at Salesforce, joins us to discuss the latest findings from the company’s 8th annual State of Marketing Report, and shares how marketers can leverage Salesforce’s cutting-edge technology to gather insights and drive customer satisfaction.
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How do brands curate success with customers? Marcelo Pascoa, VP of Marketing at Molson-Coors, claims that being environmentally and emotionally conscious builds a brand that inspires loyalty with consumers. Listen to the episode to hear more about how Marcelo and Molson-Coors make social and environmental efforts to build on their 150 year legacy that connects with customers and creates brand success.
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19:39 The Whopper Detour
23:31 Coors Light and Tide Campaign
28:49 - Cannes Lions International Festival of Creativity
31:52 - The Art of Branded Entertainment, collection of essays - Marcelo was featured as a co-author
36:40 - Chill-Boards, Coors Light’s eco-and-social campaign
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With data restrictions becoming more prevalent, how can advertisers reach customers without first party data? Melinda Han Williams, Chief Data Scientist at Dstillery, claims that successful advertising can be done without any form of ID. Listen to hear more about AI marketing strategies and reaching consumers through a comfortable privacy setting.
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How can consumer insights help build a successful marketing strategy? Linda Lee, CMO of Campbell’s Soup Company, claims her own curiosity allowed her to lead with influences from the consumer’s perspective. Listen to hear more about using a consumer’s lens to analyze competitors’ strategies and understand the impact media consumption has on a brand.
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This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com.
Is it possible that the hottest health drink on the market isn’t a green juice or kombucha, but a delicious fizzy soda? Coca-Cola and Pepsi are two of the biggest and most enduring brands of all time, but there’s now a healthier alternative that’s fizzing up in the soda industry. David Lester is the Co-founder of the healthy beverage company OLIPOP, which makes tasty carbonated drinks and delicious sodas enriched with fiber and prebiotics to help with gut health. On this episode, David explains the science behind the product, and recounts the trying journey he and his co-founder Ben Goodwin went through in order to make OLIPOP the fastest-growing refrigerated beverage in the country.
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Despite the industry’s phase-out of third-party cookies, the debate continues over how to find the right balance between personalization and privacy in advertising. Rohini Sen, Head of Global Solutions at the advertising technology company Quantcast, suggests that respect for the consumer should always be at the center of the conversation. Tune in to hear how her team is helping clients cut through the complexity in their advertising experience and why she is a champion of consumer choice.
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How do you connect with potential customers before their attention is pulled away? Chris West, CEO of Verbal Identity, contends that “radical brevity” in branding is essential in modern marketing and failure to adapt will be detrimental to business. On this episode, Chris explains the importance of language, succinct writing and aligning your team behind a brand identity.
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One wouldn’t think that freeing up workers’ time spent on menial tasks so they could focus on more important things would be a hard sell for businesses. But when it comes to adopting automation in the workplace, some companies still need convincing. That’s where today’s guest comes in. Xuan Liao is the CMO for the Americas region at the automation services company Roboyo. Tune in to hear Xuan’s unique journey into marketing, and learn why this self-proclaimed evangelizer of automation is so fired up about getting companies to join the “robo-lution.”
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Can one marketing team make an impact on a category as time-tested as banking? Andrea Brimmer, Chief Marketing and PR Officer at the digital financial services company Ally, says that all it takes is a bit of bravery. Tune in to hear Andrea discuss her bold approach to the company’s rebrand, her team’s innovative use of gamification to increase financial literacy, and her strong commitment to elevating diversity and equality through marketing.
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As new technologies change the healthcare landscape, how are marketing leaders in the field keeping up? Andrew Greenwood is the Senior Director of Corporate Marketing & Communications at the healthcare management consulting and technology firm ZS. On today’s episode, Andrew discusses the unique challenges that the healthcare industry presents and why it is poised for a digital transformation.
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How can marketers navigate “the blessing and the curse” of an overwhelming number of opportunities? Lauren Weinberg, Global Head of Marketing and Communications at Square, discusses her focus on strategic prioritization and burnout prevention. She shares her evolution as a leader over the past five years and provides insights into how the leadership team collaborates.
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Amidst headlines about the demise of malls, how can a brand that is steeped in the mall experience continue to thrive? Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop, discusses digital transformation at Build-A-Bear and its record-breaking results. She also dives into her holiday marketing predictions and her team’s strategy this year.
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What methodologies should a marketing leader implement during a time of rapid growth? Rebecca Johnston-Gilbert, the Head of Marketing Ops at Postman, has seen the API platform’s usership skyrocket from 6 million to more than 20 million people during her three-and-a-half years there. Tune in to hear why, despite the company’s tremendous success, she has stuck with tried-and-true marketing fundamentals in her approach.
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The healthcare industry is notoriously slow to adopt new marketing trends. But can one organization’s innovative approach usher the field into the modern age? Andrew Chang is the VP of Marketing at the multispecialty medical group Summit Health and urgent care provider CityMD, which merged in 2019 to form a combined company that covers a wide range of healthcare needs. Tune in to hear Andrew explain how the organization’s unique business model and data-collection strategy are helping unlock the true potential of healthcare marketing.
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What can a CMO at a multinational conglomerate still have to learn about marketing? Milena Oliveira, Senior Vice President and Chief Marketing Officer of the Transportation and Electronics Business Group at 3M, suggests that a marketer’s growth does not stop once they earn that CMO title. Tune in to hear Milena describe 3M’s global marketing approach and why maintaining a curious mindset has been vital to her success.
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It can be difficult enough for a marketer to raise awareness about a brand, but what about a whole new territory? Tyrone Miller is the former Head of Media at the investment firm Sfermion, which focuses on NFTs — a promising world still being explored. On this episode, Tyrone talks about the potential of the novel NFT market and how his gaming industry experience strengthened the storytelling skills he uses to connect with clients.
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What is the best path forward for a CMO suffering from burnout? On this episode, accomplished marketing leader Kelly Hopping reveals why she chose to take a six-month sabbatical before accepting her current role as Chief Marketing Officer at the backup-as-a-service company HYCU. Tune in to hear what she accomplished during her time away from work and why she believes other CMOs could benefit from taking a well-timed break.
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How should a marketing leader choose which brand to devote their time and talent toward? Alice Milligan has worked for some well-known operations like AT&T, American Express, and Citi before her current role as Chief Marketing Officer at the financial services company Morgan Stanley. On this episode, Alice discusses the values that have guided her extraordinary marketing journey and the fascinating approach she took during her first 90 days as Morgan Stanley’s CMO.
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What is the secret to growing a brand? Suresh Raj, the Global Chief Growth Officer at Vice Media Group’s creative agency Virtue Worldwide, suggests that keeping a thumb on the pulse of the culture is essential for a company’s growth. Tune in to hear how his incredible “boy band” background has prepared him for his current role and for some advice on how to pitch ideas to clients.
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How vital are authentic customer connections to growing a business? David Stewart, Executive Vice President and Chief Marketing Officer at Sweetwater, suggests that the focus on customer experience is the “magic” behind the company’s massive success. Tune in to learn how David’s lifelong passion for music has fueled a 30-year career at one of the world’s leading musical instrument and audio equipment retailers.
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With a number of major brands taking a more comprehensive marketing approach, are the days of the CMO numbered? Michael Diamond, the Academic Director and Clinical Assistant Professor at NYU School of Professional Studies offers his take on whether the role of the Chief Marketing Officer is disappearing or simply evolving.
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With so many ways that people can consume sports content, what role does marketing play in bringing fans together? Emeka Ofodile is Vice President of Sports Marketing at ESPN, a network that over the years has become closely associated with sports fandom. On this episode, Emeka shares how innovative strategies from his marketing “playbook” have helped ESPN adapt to the modern-day sports fan and unite the fan experience.
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What does it take to work your way up from an entry-level position at a major organization to eventually becoming a leader in its marketing department? That’s Brooke Mlsna’s experience at Fastenal Company. Brooke joins us to talk about her inspirational rise through the ranks at the industrial supplies and solutions behemoth.
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What do Coldplay, Jason Momoa, and the 2022 Stanley Cup champions, the Colorado Avalanche, have in common? They all partner with Ball Corporation to build a better future. Our guest today is Jawad Bisbis, the Vice President of Marketing at Ball Corporation. Tune in to hear Jawad’s thoughts on marketing for positive environmental change.
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Is it best to grow your career by staying in one industry? George Hammer, the Global Head of Marketing of Tripadvisor, suggests that traveling to different industries and jobs is the way to learn more. Tune in to hear from George about how marketers ought to have an interdisciplinary approach and how marketing leaders should make out-of-the-box hires.
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Historically, have some companies underestimated the importance of product marketing for their bottom line? Lubor Ptacek, Vice President of Product Marketing at the fleet management and software development company Motive, shares why he believes modern metrics are finally shining a light on the true “value” of the product marketing department. Tune in to learn from Lubor about the versatile communication skills that every product marketing leader should have.
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Are some marketers losing sight of their department’s primary function? Mariana Prado Cogan, the CMO at the revenue operations and intelligence platform People.ai, suggests that leaders in the field bring the focus “back to the people.” Mariana joins us to explain what CMOs need to prioritize to maximize their tenure and connect with customers. She also recounts her formative years in Mexico City and Japan, and how both cultures have influenced her personal and professional outlook.
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What is the true value of a tight-knit work environment? Paul Stoddart, the CMO of Customer Success and Growth at Salesforce, joins us to discuss his first six months at the CRM software provider. Paul shares why the company’s “family” culture and hyperfocus on customer experience contribute to its overall success.
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How does one go from being a young marketing coordinator at a company to spearheading its international marketing campaigns as CMO? Susan Vitale, the Chief Marketing Officer at the talent acquisitions company iCIMS, joins us to discuss her unique 17-year marketing journey there. She shares how her early days at iCIMS helped prepare her for the CMO role and offers valuable advice on overcoming self-doubt when stepping into a new position.
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In the relationship between people and technology, which side is really transforming the other? It is a question that Jordan Rost, Head of Ad Marketing at the streaming provider Roku, Inc., has been exploring throughout his career. Tune in to hear Jordan’s thoughts on how marketers are adapting to new technologies in the TV space and why some traditional TV advertising practices have remained relevant during the streaming revolution.
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When a CMO joins a well-established company, how can they effectively gain the confidence of the other executives? Siddharth Taparia, the Global Chief Marketing Officer at the real estate services company JLL, boils the answer down to just a few crucial components. Tune in to hear his take on why building trust as a marketing leader requires a careful balance of both humility and assertiveness.
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Memorializing a lost loved one is a longstanding human custom. But how is that tradition changing in today’s digital world? Lachlan Davidson is the Head of Digital and Marketing for Memories Group Limited, a leader in the burgeoning digital legacy industry. Lachlan joins us to discuss how technological innovation is opening the door to new possibilities in the memorialization space and shares the joys and challenges of growing a category as a marketer.
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The Vegas Golden Knights made history when they reached the 2018 Stanley Cup Finals in their first NHL season. But the franchise’s early success can be attributed to more than just the action on the rink. Eric Tosi, the Chief Marketing Officer for the Vegas Golden Knights and Foley Entertainment Group, has been with the team from the outset and joins us to offer insider tips on how he helped build a standout sports brand in a city teeming with entertainment options.
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What does a genuine customer-first marketing approach look like in practice? Narine Galstian, the Chief Marketing Officer at SADA, a Google Cloud Partner, asserts that when the company gains a client, “that’s just the beginning of their transformation.” Tune in to discover how marketing leaders can build long-term customer relationships that help their clients grow.
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As society becomes more virtualized, how can people make real, substantive connections in the business world? Brianna Haag, the Director of Demand Generation for the events platform Hopin, shares how technology is opening the door to new possibilities in the events landscape. Tune in to hear why she’s claiming that “events will never be the same” again.
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Can a long-established medical premise actually be a new trend? Avi Kulkarni, Senior Vice President of Health Sciences at the IT services and consulting company Cognizant, says the patient needs to be “the center of the universe,” and also describes how innovation and risk-taking are “cold, hard business logic.” Tune in for Avi’s straightforward healthcare and business assessment.
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What tone should an incoming CMO hope to set in their first few months on the job? Jeff Winter, the Chief Marketing Officer at Duck Creek Technologies, says that building a “team culture” was a top priority when he joined the insurance software provider last year. Tune in to hear Jeff’s takes on how a marketing leader can help build a great team.
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What do childhood, motorcycling, and marketing have in common? Saar Shwartz, the CMO at the IT solutions and consulting company BMC Software, says they all embody the idea of limitless possibility. Tune in to hear the longtime marketing leader share how growing up in Israel, becoming an officer in the army, and developing a passion for motorcycles have all helped him on his path to becoming the CMO of a multinational, multibillion-dollar company.
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Are marketing leaders operating under outdated assumptions? Teresa Barreira, CMO of the digital consulting company Publicis Sapient, says it’s time for marketing executives to rethink some of their traditionally held beliefs. Tune in to hear Teresa’s transformative leadership philosophies and why she thinks now is the best time to be in marketing.
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Should commercial real estate investment be more attainable? Dustin Cohn, the Chief Marketing Officer of Cadre, makes a case for “the democratization of commercial real estate.” Tune in to hear Dustin getting the word out about the potential opportunity.
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In this age of fast-moving, immersive and interactive media, how can marketing professionals maximize their impact on consumers? Jennifer Griffin Smith, the CMO at Brightcove, suggests the answer lies in the power of video. Tune in to hear what strategies Jennifer is championing at the video platform and solutions company and how marketers across the industry can step up their game!
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Despite so much diverse talent, a lack of Black representation in the C-suite has persisted in the marketing industry. This disparity is what led marketing leader Jerri DeVard to found BECA, the Black Executive CMO Alliance. Listen and learn how the organization is uniting, elevating, and opening doors for Black business leaders while inspiring a change in the marketing world that is long overdue.
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Given the complex nature of marketing, how does a CMO make sure everyone in their team is moving in the same direction? Jason Rose, the Chief Marketing Officer at the data storage developer Pure Storage, relies on a mantra he learned while previously working at SAP from Bill McDermott, who was the CEO there at the time: “Keep the main thing the main thing.” Tune in to hear why oftentimes less is more when organizing a marketing strategy.
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With Netflix reportedly expecting to lose subscribers for the second quarter in a row, is the oversaturated streaming market finally doomed? Not according to Navdeep Saini, the Co-Founder and CEO of DistroScale, Inc. Listen to learn how the company is giving publishers back the power by providing video as a service, and why audiences should be excited about the future of media.
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For business leaders, what's the right balance between competing and caring? Grant Johnson, the Chief Marketing Officer at the expense management company Emburse, claims that a “human connection” remains crucial for success. Tune in for some valuable marketing insights from Grant about leadership, empathy, and “humanizing work.”
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Data is not going away, nor are users’ demands for privacy. Daniel Barber, CEO & Co-Founder of DataGrail, explains how businesses must understand the personal data they hold and then strive to be transparent to necessary parties. Learn more about how Daniel prepared for success by studying business potholes.
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As new tech continues to change the world at a rapid pace, how are marketing professionals adapting? Arun Cavale – the Chief Marketing Officer at IBM Consulting, Asia Pacific – sheds light on how marketers must evolve. Arun also shares how his career began in engineering, but now he explains how marketers must build their strategies and careers during a time of rapid technological advancement.
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What’s the most effective way a marketing team can help its company grow? The answer may be simpler than you think. Roy Ritthaler, the Chief Product and Marketing Officer at Flexera, talks about his first eight months at the IT solutions company and why getting back to the basics is essential for growth. Tune in to learn how to take your marketing team to the next level!
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Is marketing both art and science? If so, will that still be the case in the future? Monica Ho, the Chief Marketing Officer of SOCi, has the answer to these marketing questions and more. SOCI supports the marketing efforts of businesses with multiple locations. Therefore, Monica offers a wide-ranging perspective on the current marketing landscape and what moves to pay attention to. Listen to learn what’s marketing smoke and what could become marketing fire.
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Actionable insights are valuable all across a company, including for marketers. But effective content creation strategies that really cut through to the audience are also of tremendous value. Eric Williamson, the Chief Marketing Officer of CallMiner, discusses how CallMiner uses AI to help companies get actionable insights concerning their call centers. He also talks about how to sharpen your content creation strategy and how B2B marketers can learn a lot from B2C marketers.
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The economy has evolved, and the marketing playbooks we’ve all relied on for decades are on their way out the door. It’s time for a new playbook that takes the last several years of constant disruptions into account. Michael Hayes, Chief Growth Officer and Client Officer for the Goodway Group, shares his take on what he considers a “New Economy,” what key disruptions and challenges face marketers today, and what he envisions for the marketing playbook of the future.
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Businesses and organizations aim to gain insights. The challenge is in attaining them productively and ethically. Kumar Doshi, Senior Vice President of Marketing at Cint, describes that the company maintains an ethical practice concerning obtaining first-party data because it is gleaned from surveys where participants opt in to provide their information. Kumar also talks about the lessons he’s learned by going through acquisitions and explains how Lucid, the previous company he worked for, has recently been acquired by Cint.
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Augmented reality is becoming a very real reality for marketers in every industry. So what do you need to know to successfully play in this space of “spatial storytelling,” as today’s guest likes to call it? Caspar Thykier, Co-Founder and CEO of Zappar, shares his tips and tricks, including how to create experiences worth remembering and what to keep in mind when incorporating AR into your strategy.
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2020 changed everything we thought we knew about business events. Suddenly, name tags and conference halls were swapped for meeting links and living rooms. Now that the pandemic is hopefully easing up, how will people choose to connect? Will Curran, the Founder of Endless Events – a comprehensive event management company – talks about how people's behaviors concerning event attendance have changed and must be kept in mind. He also shares how lessons learned from our recent event experiences might be applied moving forward to build inclusive and, perhaps, long-lasting communities.
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Before customers click that “buy” button, they’ve been exposed to your brand time and time again. This is your company’s “customer journey” — and this journey is constantly changing. AcuityAds’ Chief Strategy Officer, Seraj Bharwani, shares what brands need to know to create a seamless journey for their customers, including how to track and innovate that journey.
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In the current market, there’s no one-size-fits-all approach. Every customer wants something different, and businesses are constantly pivoting to keep up with shifting data and strategies. According to Valerie Bischak, the Head of Growth at Amobee, the only approach that always works is one that takes the chaos into consideration… as opposed to fighting it. Bischak is here to talk to Marketing Trends about why a multi-faceted approach is one that works best, why failure is a misused word, and why finding smart people makes all the difference. Don’t miss this week’s episode!
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Leading in marketing means seeing trends before they happen… sensing the change in the wind before anyone else and helping your clients prepare and – better yet – take advantage of those changes before anyone else. But in a world of unpredictable markets and shifting landscapes, delivering a level of predictability for your clients while also leading your own team is no easy feat. Lucky for us, Ed Locher, the VP of Marketing at HG Insights, is here to talk about how he manages to deliver a level of predictability for his clients while also promoting empathy and curiosity within his own ranks.
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You’ve landed your first leadership role within your marketing organization — how do you prepare for that transition? Andrea Zoellner, Kinsta’s VP of Marketing, shares what she’s learned going from practitioner to manager, including her perspectives on balancing speed with growth, how to create a high-performance marketing team, and what it takes to bridge the gap between sales and marketing.
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Do you really understand how your customers experience your product, website, app, or service? Janelle Estes, Chief Insights Officer at UserTesting, would guess that while you probably think you do, you likely actually don’t. Janelle joins the podcast to talk customer expectations, why business metrics don’t always align with these expectations, and shares tips and tricks for companies looking to get honest, relevant, and applicable feedback on their UX.
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B2B marketing is changing fast. In part because it’s so commonplace in the B2C world, the expectation for everything to be available on-demand and at your fingertips is reaching into other verticals — including for B2B businesses. If you aren’t there for your customers when they want, where they want, and how they want — they will find a company that is. Rebecca Stone, the SVP, Customer Solutions Marketing & CMO at Cisco Meraki, is an expert in how the B2B world is shifting, what it takes to keep great talent, and how to effectively work with and educate a leadership team, and she shares the secrets on this episode.
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How can you bring together an organization that’s acquired different brands? For Francois-Xavier Reodo, who goes by FX and is the CMO of Capgemini Invent for North America, it all boils down to telling the proper story. FX shares his interesting globetrotting journey as well as how his career has developed at Capgemini. Tune in to hear the fascinating marketing insights he has learned along the way.
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Streaming TV is everything these days, and eyeballs are shifting away from traditional television. The problem is knowing where marketers should start, or how to make sure they get the best bang for their buck. This area of advertising is fragmented, and we’re still trying to figure out how to consolidate and best measure our reach. Today we have Omer Latif, from Elemental TV, a leading CTV advertising technology company that is the first to power the next generation of ad break experiences through its proprietary ELM technology and vertical ad formatting.
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We’re living in a world of ever-moving targets: the metrics of success are always shifting, as are the goalposts of success. Tom O’Regan, the CEO of Madison Logic – a company that provides advanced account prioritization using proprietary data signals, multi-channel activation, comprehensive measurement, and integrations with major CRM/MAP solutions – talks about how his team finds unified metrics, why micro-dosing failure can be a good thing, and how staying paranoid helps him stay at the top of his game.
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We don’t often think about marketing as something that changes the world, but it is. Whether it’s through amazing products, or by creating an inclusive environment for minorities to have their voices heard, marketing is a powerful place to be. We are helping to shape the world view. Today, the CMO of National Instruments, Ana Villegas joins us to talk about how she was able to come to a new country and climb the ranks of amazing brands like Dell and National Instruments by using her superpower: belief in herself.
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As marketers it’s hard to know what’s going on right now, much less what’s going to happen in the next 5-10 years. Luckily, we have a great guest on to help us get a glimpse at what’s to come: Don Mcquire, the CMO at Qualcomm. If you don’t know this company, they are behind everything tech happening in the world. They are looking at what’s coming with 5g, and even what 6g is going to look like. Their tech is in helicopters on Mars, and they are developing future cities that will make the customer experience flawless.
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Making a shift from an established agency like Ogilvy PR with over 10,000 employees to leading a skeleton team at the fastest growing food brand isn’t an easy thing to do. Learning to scale a team while finding new ways to educate your target consumer in a fun way isn’t an easy task. Today we’re going to hear from Stuart Smith, the CMO of Caulipower. We’ll hear about his marketing journey where he educated people about a new type of product, and leaned into influencer marketing with incredible talent like Dan Levy.
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Red Bull and GoPro are names we've all heard of, but their approach to marketing is anything but typical. High-energy, extreme sports campaigns have made these products household names and broke the advertising mold. With us today is Paul Crandell, one of the marketing legends behind this explosive growth.
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Communication between departments isn’t always easy. We often find ourselves buried in our own work, and so focused on our deadlines we forget to check in with others. If you really want to stand out, have a real conversation with everyone. Sales teams, customers, everyone who has a part in the success of the company and see what feedback they have.
For today’s episode, we are joined by David Malmborg - the Vice President of Nivati. Their company has gone through an amazing pivot. They started working for businesses bringing in massage therapists to physically help people in companies. When the pandemic hit, their services essentially became taboo. With smart thinking, and a lot of tips you will learn about in this episode, they were able to pivot to mental health and virtual services. Now they’re not only surviving, but they are thriving in this B2B ecosystem.
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Steve Robinson had been at four different jobs in eight years. So when he joined Chick-fil-A in 1981, he was surprised to find a different culture than any other fast food restaurant in America. On this episode of Marketing Trends, Steve talks about brand loyalty, how they rank-order innovation to put people first, and why his aim will always be to grow bigger, not better.
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Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments.
In a world of saturated online channels, marketing professionals have their work cut out for them. Grand Duncan of Voximpant – a versatile cloud platform that enables businesses to bring their interactions to the next level – is here to talk about how IVR is helpful for growing and scaling a business, why you should prioritize communication over infrastructure, and why international expansion is not as impossible as it sometimes sounds.
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Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments
Have you really introduced your company to the world, or are you too caught up in finding out who the customer is? Make your company known, and the leads will come to you.
Today we are going to hear from the head of growth at Lemlist, Vuk Vukosavljevic. He’s helped their company grow by leaps and bounds, and was the first full time employee they ever brought on. His knowledge of marketing was amazing, it’s clearly an obsession of his. He even got me rethinking the importance of data that we are all worried about losing due to privacy issues and realizing there’s better ways to reach people.
Download this episode now to learn what the world really wants from your company.
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Mentions:
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments
Michelle Van Slyke likes to be the one you call when things are broken. From Ford to Mercedes to The UPS Store, she’s got a knack for reinvigorating stalled-brands. Now, as the SVP of Marketing & Sales at The UPS Store, she’s tackling a different series of challenges, and she’s here to talk about it all: using data to listen better, tackling the franchise problem, and how she really feels about the Coinbase Superbowl QR campaign.
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Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments
Culture is changing much faster than corporations can keep up with. But in the end, there’s one thing that doesn’t change - and that’s trying to get your message to individuals. Focusing on a smaller group of people, or even trying to speak one to one is still the most powerful way to market - and that’s something that’s getting easier to scale.
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Mentions:
Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Data, data, data. That’s the most important tool for any marketer. It’s what you need to make sure your message gets to the right people. It’s what you need to make the boss happy. Most importantly, it’s what you need to make sure your customers are getting the best experience possible.
Today I’m chatting with Edward Fenton the VP of Enterprise Platforms, at Ecolab. He’s an IT and tech master. His job is to help Ecolabs collect every piece of information they can on companies to make sure every level of customer experience is taken care of. Don’t miss this episode, it’s full of interesting information from a world you’re probably not familiar with. Let’s get to it!
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Mentions:
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments
Mission.org is a media studio producing content for world-class clients. Learn more at mission.org.
What is it that brought you into marketing? For Steven Bushong, he started in product design and loved receiving the feedback from customers to help improve his product. Eventually he moved to one of the biggest companies in the world, Disney, where he continued that passion of direct consumer feedback - which took him to the world of marketing where he stayed for decades. Listen to this episode to hear about what he’s learned working with these massive companies, and how he currently helps businesses improve their teams to create successful products and campaigns.
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Mission.org is a media studio producing content for world-class clients. Learn more at mission.org.
“Methodical hustle”. Every so often you come across an origin story that just blows you away. Today’s guests have that story. In just six short years, Garrett Mehrguth went from selling social media calendars on Fiverr to being the Co-founder and CEO of Directive Consulting, a top-rated and award-winning Customer Generation agency. Garrett joins us, along with Directive’s Senior Director of Growth, Drew Choco to talk about their journey.
“So I'm not really hustling in the sense of like how most people hustle so much as I'm driving towards a vision and okay with being bad at stuff. So I'm constantly trying to take on new initiatives that if you were just to sit down, put it on paper and say, “Hey, what's your greatest opportunity for the business? And like, if you could do anything, what would you do?” And I kind of just live in that world.”
Garrett and Drew discuss their journey over the past six years, share their experience with explosive growth, talk about the importance of intentional capital allocation, R&D and placing value on people and culture.
Main Takeaways
Key Quotes
Garrett 08:11 “I always just asked myself, what do I enjoy? What am I good at? And then what'll someone pay me for, right? And so when you're 21 years old, I like solving problem. I'm good at solving problems. People think I know the internet because I'm younger than them and they'll pay me to help 'em with digital. I should go learn the internet. And so we, I kind of just like read as much as I could on digital marketing and I'm a pretty avid reader. I really enjoy learning. And so I kind of just came up with little mantra were called learn, engage, create. And the idea was if I could learn something new every day, engage with it, by practicing it, integrating it, executing it that I could create more value for myself, my company and my customers.”
Garrett 17:55 (Intentional Capital Allocation) “You show me where a company spends its money and I'll show you what it's good at. And I think what Directive learn and does well now is it has a very high, high level awareness of where we allocate our capital, why we're doing so, and then what we want to accomplish and how that fits our vision.”
Garrett 33:23 What if you're really honest with yourself, what you realize is the clients that are successful have very little to do with you. that like you get a great client with a great culture, a great product, a great marketplace. You really can't screw it up and you look, look really smart because you help 'em with this thing that you're good at. You help 'em with that thing. And so I think the key, if you want to get better at marketing is to get better at business, to get better at product, to get better at sales, to get better at finance marketing should just be the application of other spheres of influences information.
Bio:
Garrett Mehrguth is the co-founder and Chief Executive Officer of Directive, the award-winning Customer Generation agency for SaaS. Andrew Choco began his career at Directive as a paid social specialist running campaign promotions and advertising for multiple clients and now serves as Directive’s Senior Director of Growth.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Jamie Gier knows what people want. From a young age, she was seeing gaps in the market and finding ways to bridge them – her eye for business had her selling ash from Mount St. Helens’ on a cross-country roadtrip when she was just a kid.
But the business side of things will always be second to the human side of a company, and that’s where Jamie’s unique eye for storytelling plays a major role in Ceros’ success. She finds a way to meet the needs of the customer with a storyteller’s grace.
“The reality is that you have to be very relevant to a community, and you’re feeding them based on both the heart and the mind. So, intellectually – what are we providing to them that makes them better at what they do? From the ‘heart’ perspective – how do you tell the stories and help them see a better version of themselves in what you can provide?”
Her strategy is paying off. Ceros is a rapidly growing software company that keeps culture and creativity at the heart of everything it does. Their mission is to help customers unlock their creativity and build exceptional content using their unique and powerful design platform and resources…all without writing a single line of code.
So how does Jamie manage to acquire new clients, find ways to help them meet their needs while also keeping focus on their narrative – all while leading a team of her own? Tune into this week’s episode of Marketing Trends to find out!
Main Takeaways
Key Quotes
“A lot of aspiring professionals don’t have a lot of opportunities right in front of them. And if anything, my story might provide a little bit of hope and encouragement that you can come from a small town, not go to an ivy-league school, come from a broken family, and – by pure grit and determination – do whatever you want.”
“I was charged with capturing the stories and voices of the people who would be impacted if they didn’t have access to the product that we were selling at the time. And it occurred to me then how important my role was in making sure that their voices were heard… that was the very beginning of being intentional about the industries that I wanted to participate in – where there was some kind of social impact for the wellbeing of other people.”
“What led me to stay in the industries that I’ve been involved in… is the story around how we make our customers [the focus], not necessarily the product we’re selling.”
“We have to learn to take off our functional hat and be relevant to the broader organization. We need to be able to have an opinion, an experience to share on other aspects of the business, besides what we can do every day in marketing – whether that’s in product strategy, customer access, HR, the programs that make sure we’re attracting the best talent… it really propelled me to have a broader appreciation for all other aspects of the business and getting closer to it.”
Bio
Jamie Gier has believes in working with leading technology companies to make a change. From healthcare to education, she is always trying to improve the way people learn, work, and live. Her teenaged son always gives her a reason to be searching for a way to make the world better.
Her twenty-five year marketing career has focused on scaling and growing businesses by creating impactful brands, designing revenue-generating go-to-market strategies, and leading high performing teams across product marketing, corporate communications, public relations, digital marketing, and demand creation.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
The key to successful marketing lies in the ability to seamlessly communicate with consumers – to know what they want, when they want it, and communicate to them how they can get it. In a world of incredibly competitive industries, quick and efficient marketing can be the difference between a business surviving, or not.
Chrissy Nolen, the CMO of Colliers, Houston, has made a name for herself as a person who can see the places where critical communication can be improved, and Colliers, a leading commercial real estate brokerage and investment management company has benefited greatly from her vision.
“We were very fortunate not to lay anybody off during COVID – we actually went through a huge growth phase. We were having to onboard people remotely, which was new and challenging in and of itself. But these metrics that we were able to pull – we realized that if we created dashboards for our clients, that we weren’t losing any property.”
To hear all about how Chrissy went from a front-desk manager at a boutique real estate firm with a bold idea to switch to digital invitations to Chief Marketing Officer for one of the largest real estate companies in the world, be sure to tune into this week’s episode of Marketing Trends.
Main Takeaways
Key Quotes
“The biggest thing I learned [about leadership] was how to empower people… I was ready to let somebody go just because it seemed like they weren’t working. Fortunately, I had a great mentor that led me to some great management tips. I was able to turn around and simply by asking ‘what is it that you need from me to be successful?’ and ‘what can I do to help you?’... we were able to turn things around.”
“The biggest thing we’ve done to align [with sales] is the age-old ‘start and stop’. What should we start doing? What should we stop doing? What should we keep doing? That turned into… ‘hey, let’s brainstorm about this initiative. Let’s flesh this out.’”
“I’m most excited about how easy it’s becoming to connect our technologies and being able to do things without an expensive third-party platform.”
“We have so many people that know [our tools] well enough that they’re constantly coming up with ideas about how to do things, and it’s easy to make the change.”
Bio
Chrissy Nolen is passionate about innovation and productivity in the workplace, and is constantly seeking a better way to help others succeed. She entered the professional world in high school, where she did everything stuffing invitations and performing endless mail mergers for fundraiser mail-outs or organizing group volunteer projects.
She started as a marketing specialyist at the front desk of a small boutique real estate firm, where her first assignments was to build a website – something she had never done before but did, anyway. She’s been innovating ever since.
Now, she’s the CMO of Colliers Houston, where she’s a principal of the firm. She’s been named Colliers U.S. Marketer of the Year, been involved in some of Texas' largest commercial real estate projects, and has been listed as a local Top 40 Under 40.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Being a part of a University is such an interesting world. You’re essentially part of building and running a small city. Sometimes it can be hard to know what direction to take things. Do you treat it like a typical direct to consumer business? Do you treat it like B2B? And how do you really know who the target customer is?
These are all things we are going to explore with today’s guest, Emily Reagan the Chief Marketing and Communications Officer at the University of Texas.
Emily joined UT right at the beginning of the pandemic and during one of the worst winter storms Texas has ever seen. But despite those challenges, she knew that the best way to start her tenure at UT was by focusing on the foundation to all great marketing - relationships.
“Relationships are really, really important. And, um, and marketing, the role of marketing in organizations is, is, is typically not the one calling the shots on the strategies or what we're doing or what we're not doing. Um, but they are critical in, in, you know, in smart companies, they're obviously at the table at part of those conversations, but they're, they're not necessarily the lead. They're often a partner, they're an influencer. And particularly in a B2B organization, they're very much a, an influencer and a partner to the sales team. And, um, and I really enjoyed that. And I enjoyed, um, the, the relationship building with the sales team and kind of understanding their world a little bit better. I had been doing a lot of work consumer marketing prior to that.
So I hadn't really worked with a, you know, a software sales team. Mm. And so that was kind of a new experience. Yeah. Yeah. And, um, but I think, and the thing there is, is, is, you know, do what you said you were gonna do and, and build relationships. And because those are, you know, that's who you're really to help kind of make their job easier. And so I think that's just a really important thing regardless of what function that you're in sure is to understand who your, your internal customer is. Mm-hmm , and, and really being clear about what, how you can work together and how you can build trust and build relationship.”
She shares so much insight on this episode. Not just about the university, but also her experience working with other industries prior to joining UT.
You guys are going to get so much from this episode. Let’s get to it!
Main Takeaways
Key Quotes
“I think it's important at the intersection to take a moment daily just recapping, where did I win today? What do I want to do better? And really just being happy with the wins because they're usually hard fought.”
“Relationships are really, really important. The role of marketing in organizations is typically not the one calling the shots on the strategies in smart companies, they're obviously at the table at part of those conversations, but they're, they're not necessarily the lead. They're often a partner, they're an influencer to the sales team. And I enjoyed the relationship building with the sales team and kind of understanding their world a little bit better… That's who you're really to help make their job easier. And so I think that's just a really important thing regardless of what function that you're in sure is to understand who your, your internal customer is. and really being clear about what, how you can work together and how you can build trust and build relationships.”
“UT is going to be, from a research and an impact perspective, at the forefront of [Web 3 and the Metaverse]. And that's really where the story is with UT, in our research and our innovation and the things that we're commercializing and working with businesses on. We have centers around AI and blockchain and all of that type of innovation that's happening. And so we are the hub of that. We are wanting to connect more with our Austin community and the Texas community again. To be partners and to share and to innovate together. That's a huge part of what we're doing at the university and as a marketing communications team, it's our job to tell those stories.”
Bio
Emily Reagan was appointed the first Vice President and Chief Marketing and Communications Officer for the University of Texas at Austin in November of 2020. In this role, she drives the overall strategy, vision and direction of the UT brand, leads university marketing and communications efforts, and delivers a consistent narrative and in support of the university's mission, brand, strategic goals and objectives and reputation management. Emily first joined UT Austin as McCombs School of Business’ first Chief Marketing Officer in 2018. As an active alum, she has brought fresh perspective, passion for building both the UT Austin and McCombs brands, and deep integrated marketing expertise to her alma mater.
Prior to McCombs, Emily was SVP, Integrated Marketing at Bazaarvoice, a marketing services company based in Austin. In this role she was responsible for brand management and thought leadership as well as managing paid, earned, and owned marketing channels to drive awareness and demand for the global business. During her 6-year tenure at Bazaarvoice she was also VP, Lifecycle Marketing and Director, Demand Generation.
She began her career in Dallas in a Public Relations role at EDS (now an HP company) and proceeded to grow her responsibilities in marketing communications and sales support before heading to graduate school. Following her MBA, she worked in Los Angeles and San Francisco as a senior strategy consultant for Viant, an e-business consultancy, working with clients such as Sony Pictures and Kinkos to build and execute their digital strategy. She then held numerous leadership roles in marketing at TXU Energy, RadioShack, and Guitar Center, Inc. Emily was also SVP, Group Account Director and VP of Strategy and Insights for WPP-owned agency Wunderman DC, where she led accounts such as AARP, Audi of America, and Procter and Gamble.
Emily earned her MBA from The University of Texas at Austin’s McCombs School of Business and a BA in Journalism from Southern Methodist University. Emily is also former chair of the McCombs MBA Advisory Board and of Hands on DC, an all-volunteer organization committed to improving the physical learning environment in Washington, DC’s public schools. She served three years on the selection committee for Austin Woman Magazine’s Women’s Way Awards and was honored in 2021 as a finalist for Austin Business Journal’s Profiles in Power.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
One of the biggest buzz words today is web 3.0. How is this interaction with consumers anywhere and everywhere going to change the way we do things? Every marketer is wondering where it’s going, and today I’ve found someone who is on the forefront of these marketing campaigns and developing strategies that truly work for brands.
“This is kind of a global web 3 metaverse tip, but it definitely applies to influencer marketing, which is, we have a tendency as marketers to think that the media buy is what proves success. But simply engaging an influencer doesn't mean you're gonna engage their audience. It has everything to do with how you collaborate with them. We build out these concepts based on the brand truth. And then we identify audiences we think could be best served by that brand in that moment. And then we have a group called the media and messaging group who actually helped build out a campaign where, where it lives and what it says are the same thing.”
Nathan Phillips, Co-Founder and Director of Concept Design at Technology, Humans And Taste, or THAT, has a whole different view of marketing. He’s taken his skills as an artist, as a director, and so much more to reshape the way we should be thinking about how we market and what a successful campaign looks like.
Trust me, you will want to take some notes on his out of the box thinking - because what worked 5 or 10 years ago won’t be working in the next 5 or 10 years.
Alright, let’s get to it!
Main Takeaways
Key Quotes
“This is kind of a global web 3 metaverse tip, but it definitely applies to influencer marketing, which is, we have a tendency as marketers to think that the media buy is what proves success. But simply engaging an influencer doesn't mean you're gonna engage their audience. It has everything to do with how you collaborate with them. We build out these concepts based on the brand truth. And then we identify audiences we think could be best served by that brand in that moment. And then we have a group called the media and messaging group who actually helped build out a campaign where, where it lives and what it says are the same thing.”
“The way that we express ourselves most personally, is through purchase. Before this call [I was] having a bad hair day, put a hat on. Felt a little shlubby in my sweatshirt, put this jacket on. I'm designing myself based on stuff I bought.”
“Self-driving cars exist, right? So why don't we have self-driving cars? Is it because the technology doesn't work? No, it's because the government moves slower than the technology. The bureaucratic nature of law is challenging. And so it doesn't know how to rule on this new technology. So the humans that are potentially ready for it, the cultural impact, the safety, the environmental positive outcomes are stopped. Not because it can’t happen, but because people can't get their act together to think differently and do what has yet to be done. I would hate to think of marketing as an industry would fall victim to the same downfall.”
Bio
Co-Founder and Director of Concept Design at Technology, Humans And Taste [THAT]. Nathan leads the development of a proprietary collaborative methodology, which invites diverse and unfamiliar collaborators to co-create innovative concepts for any medium, leveraging AI to supercharge any idea. What used to be art is now advertising.
Nathan is one of the most unique individuals I have met and his experiences of being an improvisationist and creative are sure to entertain and enlighten your audience. Some of his expert topics are:
Nathan has recently been featured in Inspiring Futures, Innovation Crush, The NY Times and The Martha Stewart Show. I've also attached his media kit for your review with more of his featured speaking topics and bio.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Video marketing is key today, especially when it comes to advertising online. A lot of companies struggle with creating content that really appeals to today’s consumers. The good news is, I have an incredible expert on today’s episode to give you insights into what is working for major companies.
“Where video trends are going right now is mainly super short form. You're seeing it with TikTok. You're seeing with Instagram reels, even YouTube video shorts and everyone really investing on the short form, but there's also the notion that's very U GC and you're seeing other video content producers really pushing on the, let's say Hollywood style entertainment, but it's not always successful.”
Caroline Blavet, VP Global Client Strategy at Dailymotion, is on the front lines of video content creation. Her team helps some of the biggest brands like Netflix and Vice discover what is working and where the trends are going. With nearly 400 million active monthly users, she knows exactly what people want.
So don’t miss this episode, she gives tips every marketer should know from beginning to end. Let’s get to it!
Main Takeaways
Key Quotes
“Instead of focusing on user generated content, like a lot of social media platforms, we focus on working with partners that have their own professionally produced content. Partners like Vice Content, NA publications, Meredith Publications, and on top of the video streaming, we also have an ecosystem of over 2000 publishers or so worldwide that use our player.”
“Where video trends are going right now is mainly super short form. You're seeing it with TikTok. You're seeing with Instagram Reels, even YouTube video shorts, and everyone really investing on the short form. But there's also the notion that's very user generated. You're seeing other video content producers really pushing on, let's say Hollywood style entertainment, but it's not always successful.”
“[With short content] Episodical helps a lot in any way shape or form. I think it's the storytelling aspect of that form. And this works even for advertising. We talk about this a lot with our advertisers as well. Episodic storytelling type of advertising, even videos if you reduce it from your 30 second to your 15 second, make it short, but different, is something that I find works very well.”
“The whole reason why we geared away from monetizing user generated content was to be able to position ourselves as a hallmark for brand safety. It starts upfront with the vetting, the partners that we work with. So that's not so much a technology play so much as it is a relationship one and our vetting process. And then there's, there's a technology part of it, which a lot of it is.”
Bio
Caroline's mission at DailyMotion asVP Global Client Strategy, is to build direct relationships with brands at a global level, as she works with partners on the product side, ad agencies, negotiates multi-year contacts and thus has a global perspective on utilizing online video.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Most of the time, finding the right answers depends solely on asking the right questions – and that is often easier said than done. But Carol Carpenter, Former CMO of VMware – an American cloud computing and virtualization technology company – understands that the key to a good marketing strategy is always centered around knowing what questions to ask, and more than that – she knows how to break down answers into actionable data.
Intro quote (2:33): “The team, a few years ago, the team said ‘well, let's just suck in all the behavioral data from what [customers] have done in the trial. I'm like, ‘no, like, let us be really clear…what are the things that drive engagement and usage… what kind of data would help us make those decisions? Otherwise, we should leave the customer alone. If they're not having problems and need some education or help, don't bother them.
Carol’s strategy has more than paid off. VMware’s success is undeniable – they’re the first commercially successful company to virtualize the x86 architecture, and currently employ over 24,000 people.
On today’s episode of Marketing Trends, Carol tells us about her career - including how she went from CEO of ElasticBox to CMO at VMware. Plus she shares best practices for CMOs looking to bridge the gap between data and action. Enjoy!
Main Takeaways
Key Quotes
“This is a company that is at the intersection of a lot of different computing capabilities. And our core value is we have been the bridge. We are the Switzerland, we partner with all seven plus high scalers. We meet our customers where they are.”
“What is marketing? It's a combination of communicating the value… and the value is usually steeped and some kind of differentiated value. And it means it has to be unique. It has to be tangible. It has to be something your customers care about.”
“I still believe you can't market what you don't understand. Like if you're not in the guts and you don't understand what the OS is doing, what the processor is doing… how could you even begin to try to translate that to a simple customer story?”
“I definitely realized, like there are things I could teach and help others scale around marketing, whether it's in a large company or a small company across many different domains. So that’s why I came back.”
Bio:
Carol Carpenter joined VMware in June 2020 as chief marketing officer. As CMO, Carpenter is responsible for leading all aspects of the Global Marketing organization, which includes Corporate Marketing, Partner, Segment and Field Marketing.
Carpenter brings to the role more than 25 years of technology sector experience. Most recently, she was vice president, Product Marketing at Google Cloud. Over the past three and a half years, Carpenter and the team led the transformation of Google Cloud from its early stage to its leadership position in cloud – building the team, crafting the brand positioning and campaign playbooks, enabling sales and the shift from products to solutions in its go-to-market. Prior to Google Cloud, Carpenter was the CEO of ElasticBox (acquired by CenturyLink) and held leadership and marketing roles in technology at Trend Micro, Keynote Systems and Apple and more.
Carpenter holds a bachelor of arts in economics degree from Stanford University and an MBA from the Harvard Business School.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
In a world of increasing consumer awareness, creators are finding there’s a new, emerging factor that is important to target markets: transparency. People want to know where their goods are coming from: are they ethically sourced? Are they really made up of the materials they list on the back? How long was this product on the shelf?
Businesses are finding that answering those questions has opened up an entirely new way of doing business. And for Francisco Melo of Avery Dennison – s a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials – it is an exciting new frontier; an opportunity for businesses to be more accountable and sustainable. And Avery Dennison is more than up to the task.
They’ve created an internally-built startup that has developed the world's leading connected product cloud, an end-to-end platform that can enable each and every physical item in the world to have a unique digital identity. You can see where your product was created, where it was shipped, and everything in between. More than that, it also allows you to find out the best way to dispose of it, should you need to. This entirely new way of approaching the supply chain is something that could – and, according to Francisco – will absolutely change the way we all approach buying things.
“It’s about having that common vision and working towards it, and then understanding it’s the creation of win-win partnerships. This isn’t about me winning and your business losing… we both win because we create better evidence and we create a better future for tomorrow. We do something that’s right for the business and right for the planet.”
To hear all about Franscisco’s bold plan for the future of RDIF and the implementation of this bold new tech into existing companies, be sure to tune into this week’s episode of Marketing Trends. .
Main Takeaways
Key Quotes
“I found that I really love being at the intersection between the technology element – the understanding of the technology and the marketing element. The value that it brings… that’s really what excited me the most through my journey through a number of companies.”
“The easiest way to lead people is to come to a joint vision and be able to deliver on that without necessarily having the full ownership of that… your success is very dependent on everyone else’s success.”
“I’m probably more towards velocity versus optimization. I tend to be asking… What's next? How do I drive it faster? How do I become more agile? How do we take it to the next level? Having said that… those things go hand in hand.”
‘It’s all about creating a smart retail lens, but I think more than that – what [digital identities] allow from a consumer standpoint is a smart supply chain. This isn’t just about retail, it’s about the supply chain. Because you can know what's happened to that product throughout its journey from the moment it was born…up to the retail and, potentially, beyond retail as well. I think it provides a level of transparency which is one of the key elements.”
“I think the potential that lies ahead of us with a consumer element – not just potential from a business standpoint… can we help people make sure they know how to dispose of things? Can we help people to make sure they know what they should do with specific products so they don’t contaminate the soil?”
Bio
Francisco Melo is the vice president and general manager for Avery Dennison Smartrac. In this capacity, Mr. Melo directs and guides the strategy for digital ID solutions globally, working with brands and enterprise customers, to enable them to capture the benefits of enabling every item with a unique digital identity and digital life.
Prior to joining Avery Dennison, Mr. Melo was a co-founder and CEO of Creativesystems (today part of Sensormatic), an RFID systems integrator and SW developer company. His earlier career includes extensive international experience in management, consulting, and business development with Synectics Inc. and Altran, as well as market development and product development roles at Royal Philips Electronics.
Mr. Melo has a Bachelor of Engineering in Electrical Engineering and a Masters of Science in Instrument Design and Application, from The University of Manchester in the United Kingdom. He is passionate about how technology enables a better world, and how creativity is at the heart of disruption and progress, collaborating with the Porto Business School (PBS) at the University of Porto (Portugal) in the field of innovation and creativity.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Education is something that is incredibly powerful. It changes lives, communities, even countries. But education is more than institutions. It’s knowledge, empowerment, and knowing how to take action on skills you learn.
My guest today, Kim Caldbeck, CMO of Coursera, is using her marketing skills to make an impact on individuals to help empower them to make changes.
“We did a campaign in the fall that was about rethinking possibilities and, and that, and, um, this year, uh, the campaign platform that we're really working through is, is all about that feeling. When, when, you know, you can ACE that interview, when, you know, you have the skills for the job, when you realize you can actually go dream like you could when you were a kid.”
In this episode she talks about what it’s like working at an institution that targets nearly anyone who wants to learn. She discusses some of the marketing tech she uses, what she looks for in success stories, and how she creates passion in her team.
When you finish this episode, let me know what you think by leaving a comment on Apple Podcasts or on YouTube. Alright, let’s get to it!
Main Takeaways
Key Quotes
“I think marketing is an amazing field that allows you to combine that interest in understanding people and empathy and creativity and storytelling along with hardcore data and analytics and technology.”
“If marketing's not doing the most effective thing to close deals, then we're not doing our job. And if sales is wasting energy by not taking the leads that we're providing, then either they're wasting energy on their side and they could be closing more deals or we're not doing our job. It's just that shared commitment to the end result.”
“[When hiring] what's their why? Pretty much everyone at Coursera has some connection to our mission in a meaningful way. It is an easy one to get behind when you're trying to transform life through learning. Having people be able to articulate why that means something to them and why they're excited.”
“[External vs internal teams] is definitely a nail and scale approach. I would nail with more freelance support and scale with more full-time support. But even within that, the larger equation is, how do we get the job done in the best way possible at the lowest cost?”
Bio
Kim Caldbeck is the Chief Marketing Officer at Coursera. Kim joined Coursera in April 2015 as Director of Brand and Product Marketing. Prior to Coursera, Kim spent five years at Facebook launching many of Facebook's first consumer marketing campaigns in over 60 global markets. She spent much of her time in the mobile space spearheading Facebook's internet.org launch to bring internet to the offline world, leading product marketing for Facebook for Android and Facebook for Every Phone, and developing the Facebook for Android beta program. She also spent two years in business marketing at Facebook helping advertisers build their brands and businesses in the digital world. Prior to Facebook, Kim worked in marketing at Apple supporting a network of over 100,000 app developers. She started her career in brand consulting and consumer research at Landor Associates working with many of the world's leading brands. Kim received her undergraduate degree from Harvard University and her MBA from Stanford Graduate School of Business.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
I have to tell you, I love all of our guests - but this one is a bit personal to me. I’ve been a big fan of the company for a while, and I LOVE watching their OneWheel Race for the Rail.
Today I’m joined by Jack Mudd, Chief Evangelist. He’s the Chief Evangelist Officer, and you can tell his passion and love for his product. It’s infectious.
“The valuable influencer marketing for us has been 1000% relationship based. And these are situations where, um, I will send product, not ask for anything in return, not have them sign a thing.
I'm sure this is like all worst practices, but, um, but I, what I want to know is if you love it, then if you love it, then I'll, then I'll come, I'll come hang out with you. I'll go for a ride with you. Um, I'll go get coffee with you. We'll talk one wheel, we'll talk life, you know, and, and those are the relationships, um, like friendships. I shouldn't even, you know, it's like legitimately friendships that end up being, I hate looking at it in terms of value, but that's what it is.”
By the end of this interview I know you will be a believer in not only his product, but his marketing style and leadership style. Hopefully there will be a part two next year, interviewing on a OneWheel adventure. Be sure to listen to this episode of Marketing Trends ‘til the end, because he knows how to make an impact.
Main Takeaways
Key Quotes
“We were looking at the companies in 2014. The GoPros and the Red Bulls of the world and thought this needs to be our approach. We need to build something that goes beyond the product. It's fun. It has personality.. It's something that people get excited about trying and riding and owning.”
“On the retail side, demand has always been there. A lot of our retailers will almost sell out of OneWheels before their order comes in. Then their order comes in and then they call up their people and they come pick up their wheels and they order another batch. It's been a win-win. … I think we have 700 retailers in the US, but we also have a retail network in Europe and in Australia. And that's something that is really exciting to us too.”
“I actually learned by doing everything myself, which I think is awesome because you learn every facet of marketing. Whether it's content creation, public relations, social, you learn it all. And then we hired folks that are better at that stuff than I was, which is always the goal.”
“The valuable influencer marketing for us has been 1000% relationship based and these are situations where I will send product, not ask for anything in return, not have them sign a thing. I'm sure this is like all worst practices, but what I want to know is if you love it. Then, if you love it, I'll come hang out with you. I'll go for a ride with you. I'll go get coffee with you. We'll talk one wheel, we'll talk life, and those are the relationships, like friendships. It's like legitimately friendships that end up being, I hate looking at it in terms of value, but that's what it is.”
Bio
Jack Mudd is introducing the world to Onewheel. Helping to spread pure-joy and moments of oneness with the universe. In the business of making the future rad and having a grand ol' time doing it.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Being in a leadership role isn’t easy. One recurring theme I hear about being an executive at a company is that you need to listen to your team. It’s simple - not easy - but simple. That doesn't always mean listening with your ears, sometimes listening is seeing people’s habits.
Brian Rowley, Vice President Marketing, Panasonic spoke with me today about how important it is to make sure your team is finding a proper balance and watching for their needs.
“I'm a big person for balance. Because there used to be a time when we used to push people to the extreme where they break and then okay, take a couple of days and sort of come back and, whatever. There's so many people who you hear over the course of time that say, oh, this person's in the office from 8:00 AM to 10:00 PM and what a great employee. And I always look at that and say, really like that job really only requires seven or eight hours. Why is it taking that person 12 or 13?”
In addition to teamwork, we also dove into why and how Panasonic made a shift to a B2B focus, and what it’s like to work with so many different divisions and shareholders across such a diverse company. Really, they make everything from computers and tablets, to manufacturing and food processing, to professional video equipment. Be sure to stay tuned, this is an episode of Marketing Trends you don’t want to miss.
Main Takeaways
Key Quotes
“I wanted to be the type of leader that I wanted to be led by. So for me, I sort of focused on the skills that were important to me and made sure that those have always come through in the teams that are reporting and working for myself today.”
“[Leadership is] the ability to be able to listen to what people have to say, make sure that you're acting with the best interest of the organization, but also trying to balance the needs of all those stakeholders.”
“I'm a big, big person for balance. Um, because you know, there used to be a time when we used to push people to, you know, to the extreme where they break and then okay, take a couple of days and sort of come back and, and whatever. Um, for me it's really about, that's not as important. Um, you know, I always look at, you know, there's so many people who you hear over the course of time that say, oh, this person's in the office from, you know, 8:00 AM to 10:00 PM and what a great employee. And I always look at that and say, really like that job really only requires seven or eight hours. Why is it taking that person 12 or 13?”
“At the end of the day, we're all consumers. How you tell your story again, it goes back to that relevant piece. What is it that you're trying to solve for? Because I might be in a business environment, but I'm gonna go home tonight and put on my consumer hat and through the age of digital, I'm gonna be served a variety of different content on my device. I don't know, necessarily, that the conversation is as much about B to C as it is B to B, but really being able to understand the needs of the customer and then be able to tell the story of our offerings.”
Bio
Brian Rowley is the Vice President of Marketing for Panasonic Systems Solutions Company of North America and has extensive experience across partner relationship management, digital marketing, lead generation, and product management. As one of your hosts, he focuses on digital transformation and encourages discussion on what businesses need to be successful and how to deliver on the human experience to create a more meaningful connection, a sense of community, and to foster loyalty.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Leadership is something a lot of people think is about bragging rights, or being the face of something. In reality, it’s far more about encouraging teams and including others than it is about you as an individual. That’s one thing that Steve Mosinski, Global Head of Marketing at Fox Rent a Car has worked hard to do.
“It's not my department, it's our department. So I'm going to make sure that's echoed throughout the organization, because when you share that and people realize that marketing isn't just Steve. … Otherwise, if you're trying to grow a team… if they view it. ‘Well, Steve is just gonna get that done. Cause Steve's always gotten it done because that's how Steve represents himself.’ The goal is to always, always pay it back to the people that actually help,give credit where credit is absolutely warranted and trumpet their successes”
Steve has been through it all. Starting in the low ranks of marketing, to heading up global operations. He’s even gone through the good, bad, and ugly parts of acquisition - while keeping his eyes on the goal of reaching his customers in human ways that makes his entire company happy. Be sure to listen to this episode, as he shares some important insights for how you can bridge the gap between departments on this episode of Marketing Trends.
Main Takeaways
Key Quotes
“The biggest thing for me, historically, has always been blending the online and offline. So making sure that you always stay connected with that piece. The marketing department doesn't own the end transaction, our corporate operations team owns that interaction with the customer. Largely the history has been the marketing leader does not get involved in any of those conversations. Stay in your life type of thing. I've never been to one to be like that. So I have I have regular calls with the operations group going, okay, how can I help you? What's something that I'm not doing on the front side that's causing you a headache on the backside?”
“The most difficult aspect for, is allowing somebody else's input and effort to actually help execute on something that I have as far as a vision. I've had to figure out how to articulate that thing in such a way that they can grasp it and still allow them the levity to put their own spin on it, but end up accomplishing the goal that we have in mind. The hardest part is stop being a doer as much as being a strategizer behind the doing.”
“Customers want to be recognized. They want to be known that, ‘Thanks ,John Smith, for coming in today. We're, we're glad that you're here. Ee see that you reserved a compact car with us.’ That's what I view as a frictionless experience. You're not surprised that I'm here today to do a transaction with you.”
“The biggest aspect of anything in car rental is the website, because that's our gateway to the customer. That's what the customer sees, whether it's under mobile device, tablet, phone, and all that. That's the biggest shift is that 98% of our transactions are done online. So only 2% are done in a call center environment. So, that's exactly where I looked at my team and went, okay, I need somebody dedicated to looking after the website alone and all the pieces that go into that site and maintaining it day in and day out.”
“Historically being an entrepreneur organization, you can't really build a franchise network. There’s a lot of overhead, there's a lot of governance, there's a lot of cross-checking and everything else. So what we looked at is, what's the quickest way to get a global presence? And what you find is local market heroes.”
Bio
Steve Mosinski is the Head of Global Marketing at Fox Rent A Car and has succeeded across multidimensional roles. He believes he has to perform as a leader in order to call himself one. It's with that drive that he pushes to find ways to lead by example, inspire and be a change agent. Of course, this is only possible with experience to back it up. He has held many hats in his career -- Marketer, Advertiser, Analyst, Salesperson, Brand Innovator, Operations Manager, Trainer, Coach, Financial Analyst, Product Manager and Digital Marketing Executive. As a result, he has the unique ability to manage multi-dimensional projects and complex challenges.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
When it comes to taking care of people, everyone in business says they want to, but very few people put together action steps to taking care of their team. Tim Metzner, Co-founder of Coterie Insurance, makes it his mission to build a culture where people not only want to work, but feel inspired and energized at the end of their day.
“It's a big part of what drew me to this company, to this opportunity, to this industry. There's just such a chance to build a great long-term legacy company. I just love seeing people come alive in their careers because it trickles over into their personal lives and vice versa. Treating people as humans, building a great place for them to work. If you can do that, the impact you can have on a community is massive because we all become better humans when you know that 40 plus hours a week that we're dedicating to work is enjoyable. When we leave energized at the end of the day, when we leave actually wanting to come back and do more work. We have so much fire, to go do other good stuff in our lives.”
You might think of insurance and groan, but Tim shows how a solid insurance company can really elevate your business. His team leverages their expertise to make sure business owners work on a company, not just in a company, and are able to keep their companies going strong. Be sure to listen to this episode of Marketing Trends to hear his secrets of satisfying and exciting both customers and employees.
Main Takeaways
Key Quotes
“Some people will tell you until you've got a company, don't worry about things like culture and don't focus too much on values and vision and some of that. I just think that's the wrong approach. Because if things do start to take off and you make it, you're going to have a culture either way. You can either be intentional and create that, or it can kind of happen on its own. I just believe, if you want to attract people who are not only really talented, but just great human beings, you got to have a vision for the kind of company you want to build and you want to attract them to that.”
“As you scale, it gets really easy to lose sight of what's happening on the front lines. What's that customer service, that customer advocate hearing and seeing and feeling? One of the things we implemented is called core coaching. Every three weeks, everyone in the company has a one-on-one with someone more senior in the company, and that entire one-on-one is focused on hearing from them. Hearing about what they're seeing, feeling, thinking we need to do better and also just about them in their career.”
“Many people don't start a business because they're great at starting businesses. It's because they have a thing they love doing. Or they realize they're really good at a thing. So we want to help educate them on, what does it look like to actually work on the business, not just in the business. How can we use some of our own past experiences as business owners to help educate people along the way? Not just about insurance, but about making their business a better business.”
“We built Coterie as a remote-first company from the beginning. All three of us co-founders agreed that there's no reason to limit ourselves to talent just in Cincinnati, Ohio. As much as I love Cincinnati, there are amazing people all over the place who want to have freedom and flexibility to work for a great company right from where they are.”
“Build a scalpel, not a Swiss army knife.”
Bio
Tim Metzner is co-founder of Coterie, an API-based commercial lines insurance startup. Coterie empowers agents and brokers to secure coverage for small businesses faster and easier than ever.
Previously, he was co-founder of Differential, a leading digital product studio and of OCEAN, a faith-based non-profit organization that teaches, mentors, invests in, and gathers entrepreneurs around both business and biblical principles critical to their success. Tim is currently an active member of the Board of Directors for all three organizations. In addition to his direct contribution as a co-founder, collectively OCEAN and Differential have spawned dozens of ventured-backed organizations that have raised millions and created hundreds of jobs.
Tim is very active in the Cincinnati entrepreneurial community which, among other efforts, has included bringing Startup Weekend to Cincinnati, serving on the Advisory Board for NKU’s Center for Entrepreneurship and Innovation, serving as an EIR for the University of Cincinnati’s Venture Lab, as well as being an active mentor to entrepreneurs and students in the region.
In addition to his volunteer and entrepreneurial endeavors, one of his greatest joys and challenges is co-leading his four young children (Nolan, Owen, Faith, and Emma) with his wife, Kristy.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
There is an old saying that in every tragedy there is an opportunity. Sometimes it’s our darkest moments that we find a way to make the world a better place, and that’s exactly what
Christine de Wendel, Co-Founder and CEO US Sunday sought out to do during the pandemic. Today marketers are all trying to create a frictionless experience. Or simply, a better buying experience for the consumer. But what is less seamless than waiting on the person to bring you the bill? Sunday sought to rectify this, and they did.
“We said, if we want to get to market really quickly and take advantage of this incredible wave, and this opportunity that has come out of the COVID pandemic, we need to make [payment] really easy. And so our solution is we put a QR code on the table. We map it to the point of sale system. It allows you as a consumer to scan the QR code on the table, see the menu, order like many restaurants already had, but then pull up your bill and pay. And so we're transforming something that used to take 15 minutes and we're turning it into a ten second experience”
Sunday’s technology is simple, but has innovated the restaurant industry in ways that has staying power.. Not only is it creating a smoother process for consumers, but it also has the possibility to give businesses a better sense of who they are working with while also creating more personalized experiences..
On Marketing Trends, Christine takes us through the process of jumping on an opportunity, how to scale quickly while finding good candidates regardless of market, and, the importance of a strong central branding and so much more on this episode of Marketing Trends.
Main Takeaways
Key Quotes
“We said, if we want to get to market really quickly and take advantage of this incredible wave and this opportunity that has come out of the pandemic, we need to make it really easy. And so our solution is we put a QR code on the table. We map it to the point of sale system. It allows you as a consumer to scan the QR code on the table, see the menu, order like many restaurants already had, but then pull up your bill and pay. And so we're transforming something that used to take 15 minutes and we're turning it into ten-secondnd experience”
“As an early stage startup, you over-invest in brand.”
“We've had great traction and great partnerships with most of the point of sales because they realize that it's a very fragmented market and that working with us means that we're really building something that's going to address 70, 80, 90, 100 percent of the market, as opposed to just their customer base.”
“Entrepreneurs will tell you this every day, it is full of challenges and the ups and downs of building a company like this are incredible. Seeing your product live is so rewarding and the stress and the anxiety of making sure that you're building a really robust product that won't disappoint is also extremely nice. I love the enthusiasm we're getting, and am extremely appreciative of my teams because I never thought it would be such a roller coaster in terms of emotions. It's really a call out to other entrepreneurs that this is exciting, but this can be so hard.
Bio
Christine de Wendel is the co-founder and CEO of Sunday, a QR-based payment platform that improves the ease of the guest checkout experience. Prior to Sunday, Christine became an expert in European E-commerce. Between 2020 and 2017, Christine was Chief Operating Officer of ManoMano, one of France’s fastest growing tech companies and Europe’s leading online platform for home improvement. Prior to joining ManoMano, Christine spent seven years at Zalando, Europe’s largest online fashion retailer, where she built up the Paris office and managed Zalando’s French business. Christine began her career as a consultant with Bain & Company in Paris and New York. She is currently working on a new venture.
Christine holds a BSc in International Affairs from Georgetown University, an MSc in International Relations from the London School of Economics and an MBA from INSEAD. Born in Atlanta, Georgia, Christine has American, French and Austrian citizenship. She currently lives in Atlanta with her husband and three children after spending 15 years in Paris.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Technology has been disrupting the journalism industry to its core for decades. As younger generations come of age, the need to keep them informed in ways that reach and speak to them requires moving into new verticals, and maybe even thinking about who your competitors are differently. After all, what is news today? How is it consumed, ingested, and most importantly where is it coming from? Mayur Gupta, Chief Marketing and Strategy Officer at Gannett, knows this because he’s living it, and if there on thing he’s focused on now, it’s reaching that younger generation.
“We want to continue to index younger and younger. That's the growth segment we want to penetrate. So we are evolving and making a lot of investment in evolving our experiences, our content, the verticals. We are using a lot of those signals to identify what are the types of content? What formats, what type of experiences should we mark premium? At the same time, what does a premium experience look and feel like? And we know that as a user, you are living in this world where there's no dearth of great content. We don't compare ourselves with other journalism brands. We compare ourselves with the Netflix’s, the Apple’s, the Spotify’s of the world because in the end, it's all content. Their world perhaps begins and indexes more on fiction. If you ask me in one phrase, my vision for the company, me personally, I would love to build a Netflix for non-fiction content which is the premier source and destination.”
Building a new brand identity in an established empire like Gannett is no small task. Mayur, listed as one of Forbes World’s Most Influential CMOs, explains how he taught marketing to himself while on the road for another job. In this episode he shows how he’s taken the helm at one of journalism’s most respected brands, and is driving the company towards reaching younger audiences as a growth strategy. He gives some insight into his strategy on unifying large and non-monolithic systems that have been in place for years. Plus, he shares some of the big lessons he learned at companies such as Freshly, and Spotify. All this up next on Marketing Trends.
Main Takeaways:
Key Quotes:
“There was no marketing for dummies. I would go back because I would be into so much pressure talking to these guys who build these ad servers that are serving hundreds of billions of impressions. And they're talking about pixels and encryption, I had no clue. I didn't even know what a publisher was, what a target is, what a venue and a placement is because I'm coming from a totally different world. So I would go to Wikipedia. I would go back to my hotel, and I would understand, ‘oh, this is what they mean.’”
”There is something inherent for kids at least in my time who came from countries like India and many more where you have way more number of people and applicants than the opportunities that are within the ecosystem where when you get an A your parents don't get a back then the parents would not get excited. You got an ‘A’ grade. They want to know who else got an ‘A plus’ because [unless] you are coming first at something, you don't really have a shot at getting anywhere because they're just not enough resources.”
“It’s an unusual challenge and a role that I took on and feel very grateful and fortunate to have been given the opportunity. It's an evolution from a hundred-year-old legacy advertising-led media business that has been typically obsessed with eyeballs and traffic to now fundamentally pivoting, to becoming a subscription content business that needs to be obsessed with user value and no longer eyeballs. That's a 180 degree turn all the way from what data you store and what KPIs and what north star metrics are relevant to the mind and the culture and so on.”
“When you build that strong brand, that is culturally connected the challenge that we have on our site that we have to own is ‘how do you prove that incrementality with data, not just with emotion, how do you get creative with data and prove that the growth of your top of funnel investment, the growth in that brand of affinity actually has an impact on the efficiency of your growth marketing efforts in terms of efficiency in your cap, in terms of incrementality in your retention rate or a higher lifetime value until we bring that data.”
“We are investing just as much in data engineering and cleaning that up and looking for an organization like us, which is a portfolio of 260 brands within local markets. That's the massive challenge because this company has grown with a series of acquisitions and mergers over the last four or five decades. We are not on a monolithic system. We've come a long, long way. We now have a universal content management system. We now have universal instrumentation and we are now getting a universal stack when it comes to our data ecosystem. So that's the mechanical part, building the muscle to understand how we apply all these different levels and variables to predict the future.”
“We want to continue to index younger and younger. That's the growth segment we want to penetrate. So we are evolving and making a lot of investment in evolving our experiences, our content, the verticals. We are using a lot of those signals to identify what are the types of content? What formats, what type of experiences should we mark premium? At the same time, what does a premium experience look and feel like? And we know that as a user, you are living in this world where there's no dearth of great content. We don't compare ourselves with other journalism brands. We compare ourselves with the Netflix’sthe Apple’s, the Spotify’s of the world, because at the end, it's all content. Their world perhaps begins and indexes more on fiction. If you ask me in one phrase, my vision for the company, me personally, I would love to build a Netflix for non-fiction content which is the premier source and destination.”
Bio:
Mayur Gupta served on Gannett’s Board of Directors from October 2019 to September 2020, when he was named Chief Marketing and Strategy Officer. Prior to joining Gannett, Mr. Gupta was Chief Marketing Officer at Freshly, a growing food-tech company. Mr. Gupta has led digital initiatives at several companies, including VP of Growth and Marketing at Spotify and as Executive Vice President, Chief Marketing Officer of Healthgrades, a healthcare scheduling platform. Mr. Gupta was the first Chief Marketing Technologist at Kimberly-Clark. In 2014, Mr. Gupta was recognized as one of the “40 under 40” leading marketers in the industry by Brand Innovators.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Your employees are arguably the most important part of your business. Giving them a good employee experience means keeping up-to-date on important HR deadlines and notices, such as giving raises, as one example. Amy Frampton, Head of Marketing, BambooHR, wants to help both parties, employers and employees, navigate the sometimes frustrating process of onboarding and managing staff.
“Everyone's worried about onboarding now. Folks who are in construction or retail may be worried about onboarding remotely, and on-site versus in a home office. We break it down into [questions] What are they most worried about? They're worried about their culture. They're worried about their experience, and people being connected. They're worried about things that are just mandatory to get. Making sure people get their time off and making sure they get paid well, and all those things are pretty consistent.”
Keeping your employees happy and feeling valued will keep them around longer, and that’s good for the bottom line. In this conversation, Amy goes over her thought-making process behind its current channel mix, and how she thinks about aligning her strategy to customer signals. How BambooHR is getting creative with the nudges they’re able to program into apps such as Slack to improve employee experience. Think more about how you might be able to relieve onboarding stress at your business for both your employees and your managers in this conversation with Amy here on Marketing Trends.
Main Takeaways
Key Quotes
“We're looking at how we think about nudges employee experience is the ultimate goal of those that use Bamboo. My company's growing super fast. I need a great employee experience. We know there's the ‘great resignation’ going on, but we also just want a great employee experience better for our teams, better for our customers. So we are looking at A.I. nudges right now within slack and in other places where we can say things like, ‘Hey, did you know, so-and-so hasn't had a raise in a year. You might want to look at that; or [they] haven’t taken time off or, ‘Hey, I saw you just got a raise. You might want to look at your 401k contributions.’ Automating some of those nudges so that it gets easier and easier to make those connections.”
“Our partnerships are super important. Our HR users can do everything they need. Our payroll is U.S.-only so we've got great partners in Canada; we've got great partners in the UK etc. We've got a hundred partners in our marketplace through API and they can basically build a custom platform for their country.”
“Everyone's worried about onboarding now. Folks who are in construction or retail may be worried about onboarding remotely, and on-site versus in a home office, but they're still worried about onboarding and we break it down into [questions] What are they most worried about? They're worried about their culture. They're worried about their experience, and people being connected. They're worried about things that are just mandatory to get. Making sure people get their time off and making sure they get paid well, and all those things are pretty consistent.”
“You have to think about what little nuggets can you give people during their day to allow them to engage with your brand without assuming that they're doing all the things they used to do. [For example,] right now I personally love a shorter podcast because I'm not driving to work. I used to drive an hour and 15 minutes each way.”
Bio
As head of marketing at BambooHR, Amy focuses on creating compelling marketing experiences with the product, people, and brand together. Amy joined BambooHR in April 2020, bringing with her almost 20 years of marketing and leadership experience at several companies including Smartsheet, Microsoft, HPE, and Vulcan.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Marketing leaders are faced with a litany of challenges, an ocean of tools, and seemingly infinite amounts of data, which can all get a bit overwhelming. Ingrid Burton, CMO of Quantcast, is passionate about the industry and on Marketing Trends she discusses with me some of the obstacles the modern marketer faces.
“The challenges of today's CMO are very different than the challenges of even five years ago, 10 years ago. It is such a fast-moving space and CMOs have to be well versed in strategy and data in understanding the market. It's such a big job now. I wonder how my fellow CMOs are doing, because like I said, I started my day at four-thirty this morning because I lay awake at night with all these asks and I [wonder] how am I gonna get it all done? Do I have the right team on the field? Can we really execute this? Can we measure our results and make sure we're getting the attribution that we need. We need to be thinking about how we make sure CMOs don't burn out. How do we make sure CMOs are able to lead through this? And how do we make sure that the expectations are realistic?”
There will never be an end to all of the additional things a marketer does, another channel to add to the mix, but be careful not to push yourself or your team beyond your limits. In this episode, Ingrid unpacks what they mean at Quantcast when they talk about providing a free and open internet. She delves into her passion and in-depth knowledge of machine learning, and how marketers can best utilize their endless amount of tools. She also explains why ESG is going to be a main driver for them next year and how they’re ensuring true Diversity, Equality, and Inclusion. There’s so much to enjoy, up ahead with Ingrid here on Marketing Trends.
Main Takeaways
Key Quotes
“Hopefully I don't say ‘I’ too much. I always want to say ‘we’ - We did this. We did that. I'm just the guide; here's the north star we want to take. Or as I put it, here's the mountain we need to take. I put that out there very early on. I think my team here was very surprised. And when I showed them just a few baby steps of how you're gonna climb small hills to get to the top of the peak, they saw that they could do it. They accomplished it. Some of it's confidence-building and having them believe in themselves.”
“Who can afford to subscribe to all these news publications. There's gotta be a different way. I'm afraid for a society that if we charge for every piece of content, what's going to happen to people that can't afford it [is that] they're gonna be left behind. They get left behind because they're not getting the right news. The internet is a great equalizer and we need to make sure that it's not a fee-based internet.”
“One of the things that's unique about Quantcast is we have this unique, real-time data set and it's one of the largest in the world behind Google and Facebook. Since we started the company, we have established a relationship with all the publishers out there. This is Hurst which is huge, Conde Nast...we have a hundred million websites. Their data is feeding into this anonymized data set. That is one of the largest actually running in the Amazon cloud, one of the largest that they have. We're using machine learning to find patterns and make predictions about the behavior of what's happening in this data set.”
“The challenges of today's CMO, are very different than the challenges of even five years ago, 10 years ago. It is such a fast-moving space and CMOs have to be well versed in strategy and data in understanding the market. It’s such a big job now. I wonder how my fellow CMOs are doing, because like I said, I started my day at four-thirty this morning because I lay awake at night with all these asks coming at me and I [wonder] how am I gonna get it all done? Do I have the right team on the field? Can we really execute to this? Can we measure our results and um, really make sure we're getting the attribution that we need. We need to really be thinking about how do we make sure CMOs don't burn out? How do we make sure CMOs are able to lead through this? And how do we make sure that the expectations are realistic?”
Bio
Ingrid Burton is a unique leader in the world of tech as she bridges the gap between technology and marketing in leading teams to unparalleled successes driving strategies for market trends including AI and machine learning, Java and HANA technologies, SaaS, Cloud Computing, Open Source, Internet of Things (IOT), community engagement and Big Data that have had a positive impact on the evolving technology landscape.
Ingrid’s career includes her role as a member of the board of directors at Extreme Networks. She also held the role of Chief Marketing Officer at H2O.ai, the open source leader in AI and machine learning, where she led marketing teams while positioning the company through its growth stages. Prior to H2O.ai, Ingrid advised companies including DriveScale, MapR (acquired by HPE) and Paxata (acquired by DataRobot). She was CMO of Hortonworks, a Big Data company, where she drove a brand and marketing transformation, positioning the company for growth and subsequent acquisition.
Ms. Burton led the Product and Innovation marketing team at SAP, where she was the marketing leader of SAP HANA, analytics, and mobile offerings, and where she co-created the company Cloud strategy. As CMO of pre-IPO Silver Spring Networks, she positioned the company for their IPO as the leader in energy networks. While CMO at Plantronics she reshaped a 50-year-old brand into a modern and exciting communications model for both consumers and business.
Previously at Sun Microsystems, Ingrid held various leadership roles including head of marketing for the company, driving both the company and Java brand, global citizenship, championing open source initiatives, and leading product and strategic marketing teams. Early in her career, Ingrid was a developer.
Ms. Burton actively engages with and mentors people in both technology and business functions, and provides guidance for them in their careers. She has received numerous awards including the 2005 Silicon Valley TWIN award.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Bringing new people into your business is exciting and it’s important to get the right match, all the way down to someone who fits that stage of the company. Through experience building great teams in her career, Amanda Malko, now the CMO at G2, knows what to look for in job candidates. Going beyond assessing their ability to complete tasks and looking for a future team member who is right for this stage of your company. High-performance team building takes an added layer of thoughtfulness as she explains.
“I look for people who are right for the stage of the business are excited for whatever stage that is. I've worked with very large enterprise companies and I've worked at smaller startups. And in my experience, people are at different life stages ready for different size companies, and excited about the opportunities and challenges that those companies provide. So not just hiring for skill and skill fit, but also hiring for stage fit is really important.”
Not everyone who’s good at working at a corporation is good at working in a startup environment, and the sooner you find that out, the better! In this episode, Malko, an expert in the world of martech, gives insight into how she thinks about testing new tools, and the way she determines usefulness. She shares great insight from personal experience about how to get the survey results you need to make the best choice for your business. Get a pen, and get ready to take some notes on this episode of Marketing Trends.
Main Takeaways:
Key Quotes:
“We hear a lot about sales and marketing fighting for credit. It's really hard for that to happen if you have shared goals if you're both driving towards the same pipeline of revenue goals and you're getting at it in complementary ways, but if you each have your own targets and they don't align at the top that is where you get a lot of that.”
“Because more things are going digital and you can measure more. As a result, we tend to over-index in what's measurable and immediately gratifying. That's true to who we are as humans. Social media is instantly gratifying and that's [also] true with our budget. You put a dollar in and within three months you see the dollar out, who doesn't love that?”
“I really look for people who are right for the stage of the business and are excited for whatever stage that is. I've worked with very large enterprise companies and I've worked at smaller startups. And in my experience, people are at different life stages ready for different size companies, and excited about the opportunities and challenges that those companies provide. So not just hiring for skill and skill fit, but also hiring for stage fit is really important.”
“A lot of software businesses are waking up to [the fact that] retention is sort of the foundation for growth. If you over-index on the acquisition, you're going to find that in a couple of years, (maybe even in a year) you've got a leaky bucket. Make retention the number one metric, if you put those acquisitions. And so we do; retention is our number one metric, followed by acquisition.”
“Some best practices [for surveying] are: Be focused on what you're trying to achieve. In surveys the longer the survey, the less likely are you to get [a lower] number of participants, but [also lower] quality of the feedback. Be really clear about what's essential and what's kind of nice to have. Definitely know how you're going to evaluate it cause that'll inform what tool you use. Ask the right questions.”
Bio:
Amanda Malko is the CMO at G2. She is a go-to-market leader who thrives on leading high-performing, cross-functional teams. Her career focus is on hyper-growth companies working at the intersection of marketing/creativity/technology.
Formerly she was the lead of the partner marketing and programs team at Mailchimp, Inc's 2017 Company of the Year and G2's #4 Best Software Company, and before then she was CMO of 360i, named one of the 25 most influential marketing agencies of the 21st century (acquired by Dentsu) and CMO of Tongal, a global creative marketplace with 120,000 writers, directors, and animators. She’s served as Head of Marketing of IgnitionOne, a SaaS ad tech platform, and was the first sales and marketing hire at Massive, a video game advertising platform (acquired by Microsoft). She is a regular advisor to SaaS startups and media companies.
She frequently writes and speaks on marketing in the digital age, and has appeared in publications and on stage with AdAge, MediaPost, Mashable, AMA, 4As, Forrester Marketing Forum, CMO Assembly, and others.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
The next business frontier, in terms of physical spaces, is not one you can physically walk on. I’m talking about outer space, and I’m talking about it today with my friend, Jason Held, CEO of Saber Astronautics. I got to know Jason a few years back by chance, and immediately was captivated by his story, his passion, and his ground-breaking work in the space industry. Based in Boulder, Colorado, and in Sydney, Australia, Jason and his team are creating access to new areas of the space industry through better game-like user interfaces. Navigating business ‘friendly-enemy’ relationships in the industry and operating in the complex world of business to government relationships is no small feat, but Jason saw an opportunity as a new graduate and couldn’t say no.
“Business to government, if you know how to play that game, is really lucrative. Fast forward, I did my Ph.D. in Australia, this was about 2007 when I was graduating, and there was a new category of satellites called CubeSats. If you think about the size of a spacecraft back then for an industry-level mission and things that are doing satellite communications or, or earth observation, things that produce large amounts of money, these historically are half a billion-dollar spacecraft, massive infrastructure required to do something like that. Well, the new category was what had just been embedded between 2005/2007 and they were the size of a toaster. The cost for starting your space company was less than half the cost of a juice bar range.”
Lowering that financial barrier to entering the space industry was all it took for Jason to dive in. In this episode, he walks us through his process of disrupting the space industry by creating Saber Astronautics. He talks about the complexities of their business model working with both governments, and businesses. Jason shares about how their innovative PIGI software was created, and the rise of downstream space industry service companies and micro-industries like this. He’s predicting cool things for the future in space - all this up next on Marketing Trends.
Main Takeaways:
Key Quotes:
“It was a fistfight. We competed against companies that were 20 to 100 times our size, two of the largest defense contractors in Australia were our primary competitors, and they led up to, everybody said we couldn't do it. I was getting calls at two in the morning from our competitors saying, ‘what are you doing? You're never gonna make it.’ And we persevered and we made it there.
“We have a very strong product and very strong brand in that part of the world and everybody recognized that. We were told by the companies we were talking to that we had to prove that we were good enough and that's how the conversation went. So there wasn't a lot of incentive for partnering in that case. The other part was we started getting a lot of calls from people asking us if we were bidding. The volume got high enough and we said, let's go for it.”
“Business to government, if you know how to play that game, is really lucrative. Fast forward, I did my Ph.D. in Australia, this was about 2007 when I was graduating, and there was a new category of satellites called CubeSats. If you think about the size of a spacecraft back then for an industry-level mission and things that are doing satellite communications or, or earth observation, things that produce large amounts of money, these historically are half a billion-dollar spacecraft, massive infrastructure required to do something like that. Well, the new category was what had just been embedded between 2005/2007 and they were the size of a toaster. The cost for starting your space company was less than half the cost of a juice bar range.
“Historically space tools are bespoke. It's like the matrix. You've got a whole bunch of words on a screen and operators trying to figure out what is going on. ‘We said, why don't you turn that into a video game?’ It's easy to use this human interface, this user interface, modern UI UX design, and reduce the barrier to entry to actually make space as easy as flying a car is our goal. So normally, like you need a Ph.D. or a Masters 15 years experience to get trusted with, with the satellite. We've got undergraduate interns, 20-21 years old, and first time we sit down, have a go.”
“There is no space traffic solution globally. The U.S. military has been running it for most of the Western world, but they want to be space warriors, not space traffic cops. So much more material is coming out there. We've got 7,500 satellites that are active in space today and I think that's going to grow to 40,000 by the end of the decade. Some people are predicting a hundred thousand satellites and for every satellite, you've got 10 times more in pieces of debris floating around and it's all traveling at eight kilometers a second. If you get hit by one of those, that'll ruin your day. We do a lot of work in that field.”
“We need someone to do it [patrol space traffic.] It can't be military; can't be a single government; it has to be a consortium of governments. I think it should be a public-private partnership because right now a lot of companies like Saber are competing for tools to be a part of that next gold rush. It's a hard thing to justify because it's related to the safety of flight.”
“PIGI is our mission control software. We use it for entry-level design. With it, you're able to design all of your orbits and plan any orbit from it, pretty much any planet in the solar system, and use the outputs of that to plan your business. Students use it for their student projects but we really made this useful for entrepreneurs, people who want to start their own space businesses someday. They use it to calculate the addressable market for their mission plan.”
Bio:
Jason is a space engineer with 20 years of experience in spacecraft, operations, mission control, and team leadership. Space is a personal passion of his. He founded Saber Astronautics as the mechanism to contribute to this industry. For the last 10 years, this has been a practical application of machine learning and 3d graphics making space easy to control and to solve operational problems such as flight diagnostics, swarm control, space weather, orbital dynamics, etc. Saber now sells to the US Air Force, Australian Air Force, and a growing range of commercial satellite owners.
Before founding Saber Astronautics, he was a US Army Major for USSTRATCOM (Space Command) and deployed internationally during wartime. He taught at the Interservice Space Fundamentals Course and served as an active duty engineer at Army Space and Missile Command Battle Lab. Military service also includes 5 years in the field of artillery deployed to a range of hazardous duty locations. As a civilian, he wrote flight software for the Hubble Space Telescope (Wide Field Camera 3) and testing for the International Space Station.
As an academic, he lectured for the IRS Space Station Design Workshop, University of New South Wales, and International Space University. He led a research expedition in the high Canadian Arctic and is actively growing the "NewSpace" community co-founding teams such as the Delta-V SpaceHub Accelerator and the University of Sydney space engineering laboratory.
He served on the Australian Government “Expert Reference Group” designing their Space Agency and is also active with international think tanks Global Access Partners, NSI, and the Economist, and I'll occasionally provide expertise to Australian News programs. Both through active teaching and through Saber's internship program brought over 250 people into the industry.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Mentorship is a sexy topic that gets thrown around in a lot of interviews, but this week’s guest does more than just talk about it. We caught up with her JC Lapierre, the U.S. Chief Strategy and Communications Officer at PwC as she was wrapping up with a regular mentorship session that she offers to her team. If you really want to see change, make some changes to your schedule; allocate time to things that you say are important, such as molding a younger generation of leaders and do something about it.
“You have to listen through informal channels. Before I jumped onto this [interview] I was in what I call a coffee chat with about 15 members of my team. I do these three times a week. I open a sign up for 15 people if [they] want to just have coffee and talk for an hour. It is one of my most effective listening channels. It takes time. It takes effort to listen, but if you really pay attention, my team tells me what I need to do. My team tells me how I need to communicate better. They help tell me what steps I need to take to make it better for them. And to help us have more impact on driving our results. But it all starts with taking the time and creating the spaces to listen.”
JC leads by example through active listening to her team and their clients, and she does that through her actions as opposed to just rhetoric. In this episode learn more about the ways JC is focusing on stakeholder and audience personalization, a bit about the new partnerships at PwC, the need for good communication in a large organization, the shift in the ways that people are consuming media. Plus, JC provides us with an update on PwC’s new strategy more than six months into its launch. Hear more from JC and PwC on this episode of Marketing Trends. Here we go!
Main Takeaways
Key Quotes
"It all starts with listening, no matter what role I've been in. A I've had like nine lives, nine careers in my time at PwC, but one of the most important things anyone can do in any relationship, personal or professional, is to truly listen and to ask really effective open-ended questions, without judgment, questions without assumptions, embedded assumptions, and to really try to understand what is it that you aspire to do? What are the impediments or obstacles to getting there? What's the opportunity? And then when you've listened to a whole bunch of different data points and a whole bunch of different perspectives, you can start to build.”
“You have to listen through informal channels. Before I jumped onto this [interview] I was in what I call a coffee chat with about 15 members of my team. I do these three times a week. I open a sign up for 15 people if [they] want to just have coffee and talk for an hour. It is one of my most effective listening channels. It takes time. It takes effort to listen, but if you really pay attention, my team tells me what I need to do. My team tells me how I need to communicate better. They help tell me what steps I need to take to make it better for them. And to help us have more impact on driving our results. But it all starts with taking the time and creating the spaces to listen.”
“We call this the ADAPT framework. There's five forces that are pushing on the world in significant ways. First is Asymmetry. We see asymmetry primarily in the income inequality gap, but you see it in other ways in which you see haves and have nots. D [stands for] disruption that gets at both technological disruption, as well as climate disruption. The second ‘A’ in ADAPT is age. In the U.S. we have an aging population; we have fewer workers than we used to and that trend is going to continue. [This means] we are going to have fewer people to work in the workforce. The P is for polarization, I think we all see it's happening within our four walls; it's happening across the globe, but that increased polarization is growing. [Finally,] the T is for trust.”
“The more we focus on stakeholder and audience and personalization, the easier it becomes. The team doesn't have to keep recreating stories or recreating what they are that they're doing [across every channel.] We have to just be consistent, simple and measured in terms of how we bring our audiences along.”
“Our people are some of our best brand ambassadors. [I want to] make sure that they feel confident, not only in telling our story, but that they are enormous parts of the story. They are executing our story and they're building that strategy every step of the way with us.”
“The way people consume information has shifted. That’s where we (broadly not just PWC) aren't sure what is going to land and what are the best channels to use. So we are going to try everything. [Example,] the work [we did] with Hulu and streaming is outperforming all of the metrics that we set out for it. We are [even] starting a Tik Tok channel. We are going to go to a whole bunch of different places so that we really can understand how information is being consumed and what is the easiest way to share our messages with people that might be interested in hearing them.”
Bio
J.C. Lapierre is the U.S. Chief Strategy & Communications Officer for PwC leading communications, marketing, brand, and creative teams with heart. Redefining the industry with the best team and technology to better serve our clients as they seek to build trust and deliver sustained outcomes. Committed to my nieces and nephews, adventuring around the world, upskilling teachers in Kenya with Flying Kites and cycling in Boston's Pan-Mass Challenge to raise funds for cancer research and treatment.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Taking the plunge into unfamiliar territory, such as investing, can not only be a difficult fray to enter, but scary at the same time. When should you buy? Should you sell? What is the right stock for you to buy?. The world of finance and largely, participating in investment has long been the domain of the few and privileged. Now, thanks to the companies like Robinhood, becoming a part of the finance world is as easy as downloading an app from your favorite app store. The challenges of communicating with this new class of investors excites Rashad Drakeford, Head of Content Marketing at Robinhood. And Rashad told me all about how e knows that asking the right questions of his audience will help him to guide them through the process of investing, and to their goals.
“What we're developing at Robinhood over the next three years is: how do we inspire people to think, feel, and act? How do we make them feel confident about their financial future? How do we tell stories of people that they see themselves in? There's a new class [of investors] that's being born out of this moment; how do we invite them in? How do we have our arms wide open to let them know that they're not alone?”
This future-focused mindset, paired with an incredible background in politics and entertainment, gives Rashad a unique perspective as a marketer. Whether it’s been through his time working on the 2008 Obama Presidential campaign, or from his experience at Apple, and working on Beats by Dre Rashad’s experience has touched multiple industries and he shared his wealth of experience with me. In this episode, Rashad and I dive into the way he thinks about his influencer marketing strategy, he speaks about some of the incredible leaders he has been influenced by, and you’ll hear about what makes the most compelling content marketing campaigns. Get ready to enjoy all that Rashad has to share on this episode of Marketing Trends.
Main Takeaways
Key Quotes
“The way we leaned into our ability to create branded content across social and digital; We were doing virtual reality concerts. This was back in 2013 [when] no one was really doing that. If MTV is able to create interstitials and vignettes that live on linear TV because they have 80 to a hundred million households, what's our value prop? What we landed on was, we have phenomenal storytellers. We have great content creators. We're going to go and create content for brands that we'll use across all of our social media and our digital and linear. And on top of that, we'll white-label it and give it to you to use however you want across your channels. And so we were able to really be innovative in that, in that space.”
“Robinhood really did lower the barrier of entry and democratize information and democratize people’s [ability] to participate in the wealth generation process, especially for folks that have been historically, and systematically left out of financial empowerment in this country. I felt like there was an incredible opportunity to come here and help tell stories, to help inspire people to get involved in their financial health and wellness.”
“hat we're developing at Robinhood over the next three years is how do we inspire people to think, feel, and act? How do we make them feel confident about their financial future? How do we tell stories of people that they see themselves in? There's a new class [of investors] that's being born out of this moment; how do we invite them in? How do we have our arms wide open to let them know that they're not alone?
“The way I have the team approaching [influencer relationships] is avoiding one-offs, and [istead] developing a real partnership with talent that not only pushes forward our business goals but also helps the talent reach their goals. I never walk into a partnership conversation with a fully fleshed-out plan. [I’m] making sure that our missions are aligned because this is not just about someone cashing a check. [I’m making sure] we're both invested and passionate about what we can do together. I don't let how many followers someone has be the determining factor on doing a deal or not. Numbers you see on Tiktok and Instagram and Twitter are important, but what's the engagement and what's the conversion metric from past partnerships or even their own work?”
Bio
Rashad Drakeford is the Head of Content Marketing at Robinhood - Head of Content Marketing. Previously he spent time at Apple as their Head of Global Social Media. Before that, Rashad spent some time at REVOLT MEDIA & TV as the Senior Director of Digital Content Development. Because of an opportunity, he came across while he was in college, as a student he became the National HBCU Outreach Coordinator for The 2008 presidential campaign of United States Senator, Barack Obama. This campaign position led to jobs for him as the Obama-Biden Transition Project, as an Associate and Public Liaison in Intergovernmental Affairs, and then took a position in the government at the U.S. Department of Energy (DOE) as Special Assistant in the Office of the Secretary.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
As the methods of communicating messages of love, sympathy, celebration, or holiday cheer have evolved in the last 100 years, the 20 billion-dollar greeting card industry continues to adapt to serve multiple generations of ‘caring-connectors’. This term ‘caring-connector’, used by Hallmark CMO and SVP, Lindsey Roy, to describe Hallmark customers of all ages and demographics, is an illustration of the relational way they think about their consumers at this legacy brand. For more than a century, Hallmark has been giving consumers the tools to make holiday moments of gift-giving and connection unforgettable. Lindsey Roy, CMO and SVP, Hallmark, brings two decades of experience as she helps people connect with each other in meaningful ways.
“If I was going to narrow it down to the biggest source of change, it's consumers wanting flexibility. You think about 10, 15, 20 years ago, you played the game as the manufacturer, or retailer. [But now ] ‘I want it how I want it, when I want it, where I want it.’ Whether it's grocery shopping, or buying your presents for Christmas, whatever it is, people are completely demanding flexibility. That's a huge insight into how we're thinking about where we reach people. We always try to have authentic conversations in our marketing.”
Giving your customer that flexibility they demand for when, where and how they want you, whether that be via the tap of an app or at a retail location, shows that you’re truly listening to and serving them. In this episode Lindsey and I dive into the role that data plays in every aspect of Hallmark’s strategy including innovating; the ways and thought processes behind Hallmark’s testing and uses for A.I.; how Hallmark’s data strategy is redefining and its rewards program, and a bit about Lindsey’s leadership style. Excited for you to enjoy this conversation I had with Lindsey on this episode of Marketing Trends. Here we go!
Main Takeaways
Key Quotes
“We care about getting people with diverse perspectives. We try to have people with short tenure, long tenure, people who've been in the agency world, have been in the brand world, everybody from the college intern, to somebody who has 25 years of amazing experience, different backgrounds, et cetera. We are very purposeful about that. I'm a believer in hiring good, smart people with learning agility. Sometimes that's more important than ‘check these three boxes. Have you done X on Salesforce? Have you done Y on Adobe analytics?’ I think [when you hire] good smart people that want to learn, and can learn, you can't go wrong.”
“From my vantage point, if I was going to narrow it down to the biggest source of change, it's that consumers want flexibility. About 10, 15, 20 years ago you played the game as the manufacturer or the retailer. Now [it’s about the consumer] ‘I want how I want it when I want it, where I want it.’ People are completely demanding flexibility and that's a huge insight into how we're thinking about where we reach people. We always try to have authentic conversations in our marketing.”
“[When you ask] what are your perceptions of cards? You learn a lot of amazing things. There are what we would call the ‘caring connector’ archetype: that person who believes that the world is inherently good, that person that believes that relationships are the glue and they're willing to put in the time and effort. These people exist at 12 [years old] and they exist at 92. To figure out what they need and how to tap into what would make sense for them, that's the key to relevance in my mind. Be open, ask the hard questions and make sure that you're investing in innovation to answer those questions.”
“We look for what we call ‘when’, W-H-E-N data. And that means, if you are a 28 year-old mom of two, who's a caring connector who shops in these places. It's also important for us to try to have a conversation where we maybe learn when your birthday is, or when your significant other's birthday is, things like that. That kind of part of the data genome around those people who are most close to you, those people who you might want to activate, and we can do that. I'll give you a really basic example. If you buy a card for your sister on August 12th and you have some relationship with us, we can then maybe tell you next July 30th, ‘Hey, you might have a birthday need coming up.’ And people find that helpful if they're like, oh yeah, ‘I’ve got to get that.’ in their mind.”
“We always believe that the more personalized is super important. We're doing a lot of experimentation [with A.I.] The biggest live-use case we have with A.I. right now is in our chat bots that come to life in our digital experiences. Consumer care is also part of my world. I get to work with an awesome guy who leads that part of our business and we've launched this year, a couple of chatbots because it's easier for people to interact oftentimes with the chat bot and we have some great A.I. that feels very Hallmark and very helpful, and it can hopefully get people to accomplish their task in a fraction of the time.”
Bio
Lindsey Roy is the SVP, and CMO at Hallmark. She oversees Hallmark Global which includes gift wrap, greeting cards, stores, etc. A tragic boating accident while on vacation almost claimed Lindsey¹s life and left her with an amputated left leg, severely injured right leg and injured right arm. Through a challenging recovery process, Lindsey learned impactful lessons on how to harness disruption and find clarity in the chaos. A fresh voice on the speaking circuit, Lindsey has been heralded for her authentic style and universal message. Lindsey has spent over eighteen years in the corporate environment, leading teams in innovation, digital development and product merchandising. She was named Vice-President at Hallmark Cards at just thirty-two years old, one of the youngest VPs ever in a company with over a 100-year history and in the top 1% of brands worldwide. Lindsey combines her unique life experience, corporate background and emotional intelligence to truly connect with audiences.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Content is a word that gets thrown around a lot, and the truth is, today it is easier than ever before to create content. A big reason for that is thanks to companies such as Røde Microphones, which create budget-minded products that constantly push the industry forward. For Røde, innovation is the name of the game and no one knows that better than Damien Wilson, the CEO of Røde Microphones. Damien has been with the company since its early days, growing into his leadership role and scaling the business in a rapid timeframe. But even for him, despite the success, the last decade has been a wild ride.
“I'm a kid from the Western suburbs, which is not necessarily a nice area and I never thought I'd be sitting in New York doing business, or sitting on a couch with Guns and Roses. When I walk into Guitar Center on Sunset Boulevard and I see a Røde product, I get excited because I listened to that music of the eighties where Sunset Boulevard was the place to be.”
The transformation of the audio industry has been accelerated because of the way companies such as Rode have democratized audio equipment. It no longer takes a fortune and an entire studio build-out, to get professional-sounding content. On Marketing Trends, Damien took me through how Rode has muscled it to the top to compete with legacy brands within the space. He also touches on the unique hiring challenges that Røde has been facing in Australia during the past 18 months, and how the company has been able to pivot through innovating in their use of manufacturing equipment. He also discusses how Røde handles customer feedback to ideate its product line, and how influencers can push your products further. I’m excited for you to enjoy and hopefully learn from this conversation with Damien up next on Marketing Trends.
Main Takeaways
Key Quotes
“One of the things that I brought immediately to the company was that style of video-based education, style marketing. Because one of the things that I thought was the big problem with audio brands, especially anything music-related, you needed to sort of teach people how to use the product and that gave them the ability to purchase.”
“We have a machine that is specked for making parts for watches. Every high-end Swiss watch manufacturer will have one of these machines. It's the same machine made by Citizen, but we use it to make backplates for the microphones because the precision and the tolerance is so insane. They're making a hundred thousand dollar Rolex's, but this is for a $200 microphone. Other mic manufacturers are not thinking in that regard; they're not thinking about how we can take that machine out of that industry, put it into our version and then create a product around it. That's really the secret sauce.”
“One of the things that we did a few years ago was look at our ERP system and look at how we were running the business end-to-end, and sit there and go, ‘Okay, what are the improvements? What process improvements do we need to put in place right now?’ And before we didn't have a mature supply chain team in house, but we grew that super quick. And it was just at the right time, because then COVID hit [and] we started to see some interruption in supply chains. We had the ability to be able to pivot into making things that were completely available to us onshore in Australia. That meant you needed to have the right amount of raw material and all those bits and pieces, which was a testament to the supply chain team getting an AI pay system up and running quickly.”
“What we're looking at now is adjacencies that we can move into. We look at our customer and say, ‘What is our customer's workflow? What are they doing?’ They’re podcasters; they’re content creators. ‘What sort of equipment are they using?’ Oh, they're wearing headphones, and those headphones don't say Røde. So maybe we need to work into that adjacency.”
“Where Røde has risen to the top in terms of customer sentiment has been the fact that we deliver a product and we keep on enhancing it. And it becomes a schedule of, every three months, let's add something else to this particular product. So the customer goes, ‘Wow, you've done it again.’ And it also shows that we're listening to feedback.”
“I'm a kid from the Western suburbs, which is not necessarily a nice area and I never thought I'd be sitting in New York doing business, or sitting on a couch with Guns and Roses. When I walk into Guitar Center on Sunset Boulevard and I see a Røde product, I get excited because I listened to that music of the eighties where Sunset Boulevard was the place to be.”
“When you get big it's like the mistakes are just amplified, right? In the past, if we made a mistake in a launch and maybe there was a component wrong, or the testing was incorrect, you may be thinking about 5,000 units. Now you're talking about, you know, 500,000. We can't afford that. So we need to have everything upstream and downstream sorted. So we know that we're not going to replicate any of those issues.”
Bio
Damien Wilson is the CEO of The Freedman Group, home to RØDE Microphones, Aphex, Event Electronics, and SoundField. He is a multi-talented senior executive with over 25 years’ experience in advertising, sales, marketing, and business development.
Prior to the Freedman Group, Wilson was Creative Director of boutique advertising agencies The Shop and Peer Group. He joined the Freedman Electronics/RØDE team in 2007 as Marketing Manager and within a year was made Global Sales and Marketing Director. He acted as General Manager of RØDE Microphones, LLC in the USA until 2013 before returning home to Australia as the new CEO of the Freedman Group in 2016.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
A good customer experience requires more than just making the sale. It’s taking a look and analyzing every little detail that pushes them further and further down the funnel... If you design it the right way, the customer experience should be serving the customer first while giving you the conversions you desire. As an experienced marketer Jonathan Rowe, the CMO of nCino, a cloud banking solutions company, has welcomed the challenge of working in a highly regulated industry, servicing big banks.
“From a customer perspective, make sure that they're getting the most value from what they purchased from your product. That's being proactive and giving them that information. It's making sure you can add. We work with our institutions. I've had marketing conversations with CMOs of banks, just because they want to learn some of our best practices. [Think] how can your organization go above and beyond. And then help infuse your brand with your customers; make them help sell your product.”
On this episode of Marketing Trends, Jonathan looks back at the exponential growth that he experienced at nCino. He looks back at his academic roots that he says laid the foundation for him that helped spur that growth. But behind the numbers and metrics, what separates nCino and its marketing department from its competitors is its company culture, and Jonathan and I dive into how he’s built a culture, what pillars he leans on and how he thinks about hiring and recruiting talent. Learn more about the way he approaches team building, thought leadership, and good communication up next on Marketing Trends.
Main Takeaways
Key Quotes
“'I never expected an academic background to transfer to a startup and now high growth company. But marketing is really about educating, right? You're educating a lot of stakeholders, whether it's partners, whether it's potential clients, whether it's customers, whether it's investors, whether it's your employees. And so that to me was a very early realization that really it's about education.”
“First and foremost, who are you selling to? Make sure you understand your target market. It sounds so simple, but when you understand who you're selling to, you can then ask yourself the next two or three questions, which is, ‘Where do those people go? What do they look at? What are their interests?’ And that's even before you get to, ‘What is your message?’”
“‘Everything we do represents a billion-dollar brand.’ I literally put that on the wall because I think this is true of anybody, even if you're a small business. What do you aspire to be? How do you want your employees thinking about every day when they walk in or take a phone call or make a product or do a service delivery, how do you want them thinking about your business? One of the things you realize in marketing is you don't own the brand. You’re a steward of the brand. You may help set direction for the brand, but your employees own the brand, your customers own the brand. All your partners are invited like all these different people. In those early years, I wanted us to look and feel like a billion-dollar company.”
“[Go] back to understanding your audience, what channels do they engage with? In a lot of industries, you may say, ‘I'm not going to write a document that's longer than two pages because nobody's going to read it.’ That's true universally, but I think in banking, folks are still reading a good deal of information. They also like research; so for us, from a customer perspective [how can we] be a thought leader. It's really understanding our ability to not go to a bank and say, Hey, we know how to do things better than you, because obviously you never want to do that. But to go in, challenge and share research and share data, because now it's your point. Now that we've built up 1100 customers, we're learning a lot about the industry. And how do we share that back to the point about what we talked about with Salesforce, kind of creating these, this community of raving and nCino fans, where again, we entered an industry where a lot of the banks are competitors and they used to never talk to each other. And here we are, you know, almost 10 years later.”
“From a customer perspective, one, make sure that they're getting the most value from what they purchased from your product. That's being proactive and giving them that information. It's making sure you can add. We actually work with our institutions. I've had marketing conversations with CMOs of banks, just because they want to learn some of our best practices. [Think] how can your organization go above and beyond. And then help infuse your brand with your customers; make them help sell your product.”
Bio
Jonathan Rowe serves as nCino's Chief Marketing Officer, helping fuel growth for the worldwide leader in cloud banking. Jonathan and the Marketing Team are responsible for the Company's global branding, public relations, conferences, creative design, digital, and product marketing functions. Jonathan also oversees nCino's Recruiting Team and all employer and culture branding initiatives. A year-one nCino employee, Jonathan has been instrumental in establishing the nCino brand and leading the Company's marketing functions globally.
Prior to joining nCino, Jonathan was a professor in the Cameron School of Business and Director of the Entrepreneurship Center at the University of North Carolina Wilmington. He holds a Bachelor of Science in International Marketing from UNC Wilmington, a Master of Business Administration from Babson College and a Ph.D. in Business Administration and Management from the University of Auckland.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
The opportunity to work from home may be taken for granted a bit more within the last year and a half, but for years Rev.com has been providing opportunities for tens of thousands to work from home. Adri Nowell the VP of Marketing at Rev, came to our studios in Austin, Texas to talk about what it means to her to see so many people able to work from home with Rev. Adri’s experience as a marketer and a leader gives her a unique ability to serve both the Rev customer, as well as the tens of thousands of transcriptionists that Rev employs in a massive remote workforce.
“We work with about 70,000 professionals who, some of which don't have great options for how to make money [because] they have an elderly parent or they're a primary caregiver for a child. When I connect with the Rev-ers in our community, it brings me so much joy. I've talked to mothers who have sick children in the hospital who are transcribing at the foot of a hospital bed. Being able to put your child first and be able to provide that type of love and compassion and care for your child while also being able to make a living. Those moments make me so proud.”
Learning how Adri runs an ABM campaign, what skills she uses as a leader, and how she thinks about scaling her team will give you great insight into your own exciting growth and leadership.
It was so great to speak with Adri in person about her experience in marketing and how they’re growing at Rev. Get inspired with Adri, up next here on Marketing Trends.
Main Takeaways
Key Quotes
“Now that we're going after [more] market segments the marketing responsibilities are going to shift around. We generally test everything that we can; learn quickly; fail quickly; fail cheaply, and for the things that work, invest in them. When you have that type of mindset, you get scrappy marketers that are willing to tackle new challenges, and test new channels or test new tactics.
“People get really nervous [about transitioning to leadership]. It's an emotional thing. It's a natural, emotional reaction. And Molly Graham actually describes this really well. And she talks about this concept, this emotional rollercoaster that people go through during these transition periods as she uses the metaphor of building a LEGO tower and then giving away your LEGO tower, which is so relevant. You have all these smart marketers that can jump in and they can tackle a challenge. And they built up their Lego tower and made it successful and then they have to hand their LEGO to the next person coming in. It can be really nerve-wracking. ‘What if someone breaks the LEGO tower? What if they build it back up in the wrong way, or maybe they don't expand upon it in the right way?’ And I've found her description of this to be really relevant and taken her advice to talk about it."
“Marketing is never settled. You're never done in marketing. Consumer behaviors are always changing. You always want to go back and retest or test different variations. We measure [our success] by getting people to respond. ‘Are we getting them to the next action?’ Whether that's actually converting into a paying customer or taking the next step with us in their journey… and when new channels work, we expand them; when they don't, we abandon them. [We’re] constantly just exploring new outlets.”
“We work with about 70,000 professionals who, some of which don't have great options for how to make money [because] they have an elderly parent or they're a primary caregiver for a child. When I connect with the Rev-ers in our community, it brings me so much joy. I've talked to mothers who have sick children in the hospital who are transcribing at the foot of a hospital bed. Being able to put your child first and be able to provide that type of love and compassion and care for your child while also being able to make a living. Those moments make me so proud.”
“With any launch, you start all the way at the timeframe of ‘What's the problem that you're trying to solve?’ My philosophy is to listen to the market. You should be talking to your customers; you should be talking to your prospects. You should be talking to people that want to do business with you should also be talking to people who don't want to do business with you.”
“The most important thing with account-based marketing is in how you structure the accounts that you want to go after. How do you define what a segment is? What is an account? Who are the customers? Who do you want to reach? What are the contexts within each of those accounts? Who goes into your tier one bucket? And then who's kind of your catch-all for what you want your one-to-one for your tier one accounts. You want your tier one accounts to receive more of a personalized experience, but you don't want to overdo it. If you're going so extreme that it feels forced, people are going to reject the marketing material. There's definitely a place for it, but it's really about finding the right balance.”
“Speed is tough and the thing that I've found the most difficult is balancing the speed at which you accelerate growth and operational excellence is it's not hard to go fast. It's hard to go fast and not break things. And so that is where we've found probably the biggest challenge is how can we continue to accelerate growth, but at the same time, establish a foundation that is going to scale. And so with marketing, that's incredibly important because you need the right operational pieces. It is acceptable for some period of time to do things manually, but you can't stay there. You have to put operational pieces in place so that you can scale. Finding the right balance is very challenging.”
Bio
Adri Nowell is VP of Marketing at Rev.com. In this role, she serves as the executive leader accountable for the strategy and execution of marketing programs across all segments - individual users (B2C), Enterprise/Mid-market (B2B), and developers. She provides leadership and management oversight across Product Marketing, Performance Marketing, Email Marketing, Demand Marketing, Content Marketing, Web, Brand, and Creative for the company.
Before joining Rev, Adri served as the Senior Director of Product Marketing at Bazaarvoice and before that as Director of Marketing at Volusion. Prior to that, Adri held a variety of roles at engineering technology provider National Instruments including Product Marketing Manager and Support Engineer. Adri began her career at the University of Oklahoma as a Software Developer in the Robotics Institute of Machine Learning. Adri holds a Bachelor of Science in Computer Science from The University of Oklahoma, in Norman, OK.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
If you’ve ever been to Times Square, you can conjure up memories of how chaotic and bustling that vibrant hub really is. This is the mecca of OOH or Out-of-home marketing. Thousands of individuals packed into a confined space with endless advertising opportunities. Norm Chait, Director of Out-of-Home Product and Sales at Quotient Technology, regales us with the tale of his work on a campaign for Microsoft that hit the big city. But, more importantly, he has a career’s worth of insight about OOH and exciting details about the ways that data is changing the game in OOH.
“We did a PR program a number of years ago introducing the next operating system for Microsoft. It was the largest consumer event in the history of New York City. The ability to take over Times Square, the ability to own every screen in the square (40 plus screens) all sync together, having the physical on-the-ground experience of, um, all the, you know, the different hardware displays...I was like, this is what I do. This is what I love to do. It's bringing a brand experience to life in a unique way.”
There is a lot of value for companies especially in the CPG space to consider Out-of-Home advertising, no matter the size of the business. There’s so much happening in the world of Out-of-Home and Norm has the insight.
Main Takeaways
Key Quotes
“I think what was happening over the last 18 months or so [is that] [the pandemic has] changed the way people go to market; it's changed the way people physically leave their homes and where they go and where they visit, all of those things have dynamically changed. So how does Out-of-home now start to play a role? The pandemic has, in some ways, allowed us to fast forward what programmatic can do. [For example] the spikes we saw in one market allowed us to shut things down there and move things to other markets. Being able to be more nimble like that is what we're starting to see.”
“We did a PR program a number of years ago introducing the next operating system for Microsoft. It was the largest consumer event in the history of New York City. The ability to take over Times Square, the ability to own every screen in the square (40 plus screens) all sync together, having the physical on the ground experience...I was like, this is what I do. This is what I love to do. It's bringing a brand experience to life in a unique way.”
“CPG is a sweet spot for us. We do work across lots of different product categories but our ability to come back to the notion of accountability and confidence using data to show exactly where people are spending their time. Here are the products and categories that they're buying. We see week over week trends. [This means our] ability to see real time trends and then tie that back to physical inventory is what our clients are excited about. Our ability to guide them as to where people are going, what they're buying, and the trends that we're seeing help them [see the need to invest.]”
“Everything we do starts from planning as [first] priority [to] understand what the category is, who the product buyer is, what are their behaviors, and then let us help you identify where they are. [We’re] looking at the entire ecosystem of available assets and scoring (physically) every piece of inventory against that behavior. It starts with an audience. Whether it's a haircut purchaser, frozen pizza buyer, Honda driver or whatever it might be, we start with that.”
Bio
Norm Chait is the Director of Out-of-Home Product/Sales for Quotient Technology. Throughout his career, Chait has demonstrated a keen ability to deliver client solutions by connecting the physical world with the digital world. Prior to joining Quotient Technology, Chait served as the Head of Practice for Ubimo where he spent almost three years. Before joining Ubimo, Chait held various leadership and sales positions.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
You may not need to invest any marketing dollars in a new Tiktok channel. If you’re like Nico Dato, the Executive Vice President of Marketing at Podium, you’re thinking about the best ways to not only get the attention that those new well-known channels bring, but also gain the trust of SMBs in order to win them over as clients. But the reality is, there is no right or wrong answer to where you spend your ad budget. The truth is, the only thing that actually matters is what’s performing.
The channel mix is evolving every day and it’s important to think about where your clients are and develop a relationship with them, and second, stay abreast of third-party apps that are emerging as new marketing platforms in the U.S.
“We do a ton of trade shows, which is something that not a lot of people do. We do a lot of direct mail. We do radio; we do everything you can imagine. For us, it takes three or four touches on average to get someone's attention in the way that we want. A lot of times that comes from a combination of digital, traditional, radio, print… We're marketing and selling to plumbers, insurance agents, car dealers, and, and people who are out there physically working in the real world all day long. Like what a lot of people don't realize about Podium is, if I'm selling to an HVAC contractor, like most times they're like checking out Podium at like nine 30 at night, because they were fixing air conditioners all day, or unclogging toilets, Making sure we get that right channel mix is critical. [Conversions are] They’re not always going to come via Google search.”
In this episode of Marketing Trends, Nico and I unpack the best way to grow a team from seven to over 1,000 and peel back the curtain into how Nico has transformed himself from a marketer to a marketing leader. Staying on top of all marketing channels, new and old, is how he stays on the cutting edge. All this next on Marketing Trends.
Main Takeaways
Key Quotes
“I've been super fortunate to learn on the fly. I didn't necessarily have all of this classical training in how to run a marketing team and how to build a comms function and a product marketing function. I've just been so fortunate that my career has just kind of snowballed. [Going from a marketer to a marketing leader] is a huge transition. When you're an individual contributor, you have control over the destiny of the thing that you own. And it’s up to you to work as hard as you want, to strategize as much as you want, to learn from outside sources as much as you want. [Then] all of a sudden you're having to guide a team in doing that one thing that you think you can do really, really well. The secret is that oftentimes they know how to do it much better than you do.”
“[The] transition [to leadership] was really hard. I'm not perfect at it by any means, but I think I’ve grown by way of leadership over the last couple of years. It’s a transition that you don't need to make unless you really want to make that jump. t's not easier. There are great career paths in any of these disciplines that don't necessarily mean management.”
“[Marketers] are worried about SLS. You're worried about contracts with your customers. You're worried about all of these things. The thing that our CEO has done a really good job of is that, he's tried to keep us focused on the things that matter most. As you're scaling quickly, [identify] the five priorities to align with and get all of the subsequent teams to also align to, in order to make sure that those things are perfect.”
“My hiring mantra has always been to hire people, not for the role, but you need to find the right person. I would rather take a longer amount of time finding the right person than having to restart in three months or six months or, or whatever it is. My intent is to find the right person for the role and, and know that the longer-term impact of finding the right person is going to be much greater than filling the short-term need. That may just be a two or three-week difference.”
“The one thing that I have found every year becomes more and more surprising -- and probably it shouldn't be a surprise because it continuously happens -- I think that the channel diversification that's happening here in the US and I should be inclusive of Canada, but largely the U.S. is changing. Historically the best way to reach them [was] via email, and then all of a sudden it started to become texts. We are a huge advocate of texting, but what's interesting is we've started to enter the world where consumers are using third-party apps as well to communicate. It's something that you see internationally; you go to Brazil, you might see it with WhatsApp; you go to Japan, you might see it with Line, and et cetera. The data shows in [our] report, 40% or something similar, are starting to use third-party apps on a daily basis to communicate with one another. It's a huge opportunity for brands. There's channel diversification that's happening, and you should take advantage of that.”
“At the top of the funnel, we work to try and be everywhere and show that we are honed in, on local business for these businesses. It's why we do a ton of trade shows. We do a ton of trade publications. We do a lot of display advertisements or radio advertisements. A lot of times they just want to know you're legitimate. The hardest thing for local businesses is getting their trust; they've been burned so many times because they are so vulnerable. It's really important to us to make sure they know that we're going to be a partner to them. It's hard to do and there's not one answer that solves all.”
Bio
Nico Dato is the EVP of Marketing for Podium, the leading interaction management platform that enables companies with a local presence to conveniently connect at critical touchpoints and help them strengthen their business. Dato grew up in Bountiful, Utah, and attended the University of Utah, where he graduated in 2013 with a degree in economics. Prior to Podium, Dato helped run demand generation at Teleperformance and then managed Zane Benefits’ marketing team.
After joining Podium in 2015, he assisted in taking the company through Y Combinator in 2016 - becoming one of the highest revenue-generating companies ever to attend the accelerator. As a part of the executive team, he has also helped secure funding from IVP, Accel, GV (formerly Google Ventures), and Summit Partners. In his free time, Dato enjoys golfing and spending time with his wife, Rachel, and daughter, Penelope.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Predicting exactly how much growth to expect (or strive for) in your business can be tricky to forecast. This week we look to Amy Cook, CMO of Simplus, Amy has grown, scaled, and been a part of many merging teams throughout her career. Their growth has been rapid and expansive, which definitely required great leadership.
“Simplus was doing a few million and had just barely done a series A. [We had] a growth rate of over 300% year-over-year. I attribute so much of that to our CEO who really empowered each team member on the executive team to do the very best that they could. And then he kept it all together with his vision and focus on culture. It was really an amazing opportunity; since then [in] the past 18 months we've been acquired by Infosys. That has been another humongous learning curve to learn how to be part of a massive organization of 250,000 people.”
Regardless of the size of the team or the title on your email signature, Amy is all about finding the best marketing solutions to her questions. Her success in marketing can be attributed to her openness and collaboration. In this episode of Marketing Trends, Amy dives into, scaling and growing a marketing business to enterprise size, and as a part of that keeping the marketing part of the business integrated with the whole organization. Prepare to benefit from Amy’s optimistic and collaborative attitude about growth and best marketing team practices up next on Marketing Trends.
Main Takeaways
Key Quotes
“Simplus was doing a few million and had just barely done a series A. [We had] a growth rate of over 300% year over year. I attribute so much of that to our CEO who really empowered each team member on the executive team to do the very best that they could. And then he kept altogether with his vision and focus on culture. It was really an amazing opportunity; since then [in] the past 18 months we've been acquired by Infosys. That has been another humongous learning curve to learn how to be part of a massive organization of 250,000 people.”
“ [Agencies] work really well if you're having trouble retaining people, then an agency can give you that unlimited support. You can fire your agency at any time if they're not performing well for you with no consequences. At the agency, we go by the hour. And so there's a hundred percent utilization out of your team. So if the price is low enough and the utilization is a hundred percent, there's a really good case to fill in some of those gaps
“When marketing [takes on] more of an ancillary role, then you lose a lot of the positivity that you can have from marketing. I have finance meetings with the team each week.. Not only do you have to connect internally [with teams], but you also need to connect with your partners with your customers and do joint co-marketing with your partners to reach the same customers. It's a whole lot of relationship-building, even more than I would have expected when I just started doing marketing deliverables all those years ago.”
“I know that I'm only going to get event ROI if I empower sales leaders to lead the event. And [sales] knows that [they’re] only going to get marketing support if those salespeople [are] accountable for the event. So there's a really great understanding of each other.”
“Every sales leader is a little bit different and you have to be adaptable. Marketing has to take a support role, aligned behind the sales leader, and say, ‘I'll use your playbook. What does your playbook look like?’”
“I approach marketing [believing] everybody's got good ideas; the delivery team's got amazing ideas; our legal department gives us great marketing ideas; we can all flow together and collect our marketing knowledge.”
“As you [grow] more into the enterprise you can see what other lines of business are doing. For us, a 30% growth rate is now what we're achieving, or what we're desiring to achieve because the account sizes are so much larger. So when you're a little company, you can expect an insane growth rate. And then when you're in an enterprise your growth rates are going to be more like 30%. When you're forecasting, [do] some underwriting on what other companies like you were doing and setting your goal, maybe 10% higher, so you can crush your competition.”
Bio
Amy Osmond Cook, Ph.D., is the Chief Marketing Officer of Simplus, an Infosys Company. At Simplus, she led the marketing efforts from Series A through acquisition, helping the company achieve a 3-year growth rate of 1,578% and acquire seven companies before being acquired by Infosys for $250M. Amy is also the founder of Osmond Marketing, which has been named one of the fastest-growing businesses in Utah by MountainWest Capital for five years in a row. She is an adjunct faculty member at BYU-Hawaii and has taught business and communication courses at BYU, University of Utah, and ASU intermittently for the past 25 years. Amy is a columnist for the Daily Herald and a regular contributor to Forbes, the Orange County Register, and other publications. She received her doctorate from the University of Utah in Organizational Communication, and her research interests, informed by Critical Theory, include organizational identification, communication ethics, and gender dynamics in the workplace.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Let’s go to the moon!’ ...is a great and lofty goal, but it doesn’t mean much if you or I say it. Why? Because, just guessing, you don’t have an actual plan for how to do that, or the means, for that matter. Point is, you need an actual plan, with real numbers and defined goals, and set time frames in order to achieve your goals. My guest this week, the CMO of GTMhub, Jeremy Epstein gets this and is passionate about the usefulness and importance of OKRs in the marketing department to help teams build plans to get them to where they want to go
“Google is usually held up as the poster boy/girl/non-binary person for OKRs, because in the in the Bible of the OKR industry is what's called ‘measure what matters.’ John Doerr introduced OKRs to Google. OKRs have this deep history going all the way back to Andy Grove at Intel, based on Peter Drucker. By my calculation, OKRs will be embedded in every successful organization in some form or format by the end of this decade. They are that game-changing capability-wise from a strategy execution perspective.”
And changing up the game is exactly what Epstein is best at. In this show we’ll get into some of the lessons Epstein learned during his time at Microsoft and Sprinkler, discuss some best practices for managing a remote workforce and unpack some key principles of great leadership in marketing. Don’t worry, we’ve already invited him back on the show. I can’t wait for you to enjoy this episode about the simplified and data-driven marketing methods of marketing guru, Jeremy Epstein.
Main Takeaways:
Key Quotes:
“I got some really, candid feedback along the way from that my style for a lot of people was not working. It was too micromanage(y). It was too overbearing and people didn't like it. The best player doesn't always become your best coach. I needed to make that shift from player to coach. And I had to think about the game if you will, in a very different light. It's still a learning journey. And fortunately, I've had some great teachers along the way and most importantly, I tried to create an environment where my team feels safe and comfortable to tell me what a total screw-up I am on a regular basis.”
“Marketing is all about differentiation. hat's the core, the single best book I've ever read about marketing is called ‘Different: Escaping the Competitive Herd Book by Youngme Moon’. It's about being different. My CEO at Gtmhub said it to me best when I came into the role he said, ‘You have to have infinite patience with people.’ If you get 1% better every day, by the end of the year, you're going to be 97xs better.”
“It’s not about me being ‘the chief’. I almost reject that name. I’m the marketing enabler. I'm just trying to support everyone and make everyone better. I've asked almost everybody on my team, ‘what's your long-term career goal?’ And I view it as my responsibility to help them get further.”
“Google is usually is held up as the poster boy/girl/non-binary person for OKRs because in the Bible of the OKR industry is what's called measure what matters. John Doerr introduced OKRs to Google. OKRs have this deep history going all the way back to Andy Grove at Intel, based foundationally on Peter Drucker. So, yes, I have skin in the game but by my calculation, OKRs will be embedded in every successful organization in some form or format by the end of this decade, or else, those companies may not even be around. They are that game-changing capability-wise from a strategy execution perspective.”
“I'm a maniac about documentation of processes on our confluence. I call it, ‘what if you get hit by a bus document.’ If you get hit by a bus, Yes, I'll be sad but the business needs to continue. Someone else off the street [should be able to] come in and read your document [and] know how to do this person's role.”
“In a web 3.0 world, you know nothing about your customer, aside from what their blockchain address is, what their wallet contents hold, and their transactions. There is no such thing as PII (Personally Identifiable Information.) This world already exists and you have to market to this world where that's all you know about the person. [This is] where we're going to end up anyway.”
“How does the function and discipline and strategy around marketing evolve because of the arrival of this disruptive technology? There'll be expectations that customers co-create and co-own the brand with you. Why don't they have a stake in it when you have Bitcoin, you own one 21 millionth of the network. So why not own a part of the brand? And you could decentralize that and you can decent and you can co-create assets and, and not just give them a $2,000 award, but give them provable cocaine that represents 1% ownership in, you know, diet, Coke, vanilla cream, cherry pie, whatever kind of thing.”
Bio:
Jeremy Epstein is the CMO of Gtmhub. He has six years of corporate experience at Microsoft and has experienced high-growth marketing during his time as VP of Marketing at Sprinklr as they grew from a $20mm Series A valuation to a $1.8 billion level over 4 years.
He has worked with top minds in blockchain, crypto-economics, smart contracts, and decentralization as an advisor to Open Bazaar, Zcash, DAOstack, SingularityNet, & Dapper Labs. He has keynoted Fortune 50 executive-level events on topics including social media, blockchain, and A.I. Jeremy shares his thoughts at blog.neverstopmarketing.com
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Do you notice the minutiae details in everyday life? For example, have you ever recognized the way that other people hold their cell phones? If you do, your mind works similar to that of Jeffrey Nicholson, the CEO, and Co-founder of Tracer. This level of attention to detail has helped him throughout his career, particularly when it comes to picking up some of the latest trends, which he told me about in this episode of Marketing Trends.
“I start with natural curiosity. I still, to this day, will do my own research and Google brands, and go through their experiences, and understand what other people go through. When you look at the consumer research on people, they use eight apps or less; they [have] very specific behaviors. I used to look at people's phones and [could] tell very quickly just on their layout, how they operate with phone position and thumb position. You have to start with curiosity, no matter who you are, from analysts all the way to CEO. You've got to know what's going on.”
Under the tutelage of media giant, Gary Vaynerchuk at VaynerMedia, Jeff and his co-founder Leighton Welch, built Tracer with the plan to launch separately once the development was complete. Leighton developed the structure of the software while Jeff was operating the customer-facing side, servicing Vayner clients and using the software. VaynerMedia is still a client of Tracer and more companies every day are realizing the value it offers in solving complex data equations. Excited for you to glean some real nuggets of wisdom from this marketing leader. Up next on Marketing Trends.
Main Takeaways:
Key Quotes:
“I start with natural curiosity. To this day, [I] will do my own research and Google brands, and go through their experiences, and understand what other people go through. When you look at the consumer research on people, they use eight apps or less; they [have] very specific behaviors. I used to look at people's phones and [could] tell very quickly just on their layout, how they operate with phone position and thumb position. You have to start with curiosity, no matter who you are, from analysts all the way to CEO. You've got to know what's going on.”
“I'm a big believer in talent and making sure that talent breeds talent and I think about it as a pyramid. Typically you're starting with your co-founders. The reality is that every level of that pyramid is imperative to the success of your business. I'm a big basketball guy. You need a power forward, you need a shooting guard, you need everybody to have different skill sets. That's going to be complementary to make you win. So you're a good communicating and functioning team… I've spent probably more time than most of the people I know in regards to just recruiting and retention because I do believe that, you know, people are the difference between winning and losing.”
“I underestimate how difficult it is to be responsible for other human beings. As an early manager, I got some good advice and bad advice and you're just learning on the fly. I think now I feel a lot more comfort in being a leader in dealing with things.”
“I spend a lot of time on [my work] because I care and I want to win. And honestly, I want to make sure I don't let anybody else down on the team. It's an easy motivation to keep yourself motivated, to make sure that we make the right decisions and spend as much time as I can researching and recruiting and, and doing the things.”
Bio:
Jeff Nicholson is the CEO and Co-founder of Tracer. Nicholson has been innovating in the media and tech space for 15 plus years. Before joining Tracer, he was the first Chief Media Officer at VaynerMedia, where he spent five years scaling the business globally. He has also served as the Head of Ads at SocialCode, which was the largest spending agency on Facebook in North America. Prior to that, he was VP of Ads at LeadKarma, which sold to BankRate for $30MM. Currently, he sits on the advisory boards of Roku, Pinterest, and NextDoor. He teaches at universities including Babson College, New York University Stern School of Business, University of Virginia, and Miami Ad School.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
When there’s a problem, the sooner you know about it, the better. And this doesn’t just relate to high-level problems. The quicker you can identify that something is an issue and rectify it, the quicker you can get to making a meaningful difference towards your end goal. This is the case for email marketing. If the subject line of your email is causing a trend towards a lower than usual click rate, you’ve got to improve that in real-time. To do this, Cynthia Price, the VP of Marketing at Litmus, focuses her attention on good content marketing. How does she do this, by analyzing and reacting to data based on real-time campaign performance? The end result is a content marketing campaign that originates from high-performing blog posts.
“Over the course of the past three months, that campaign that started as a blog post turned into a giant revolving door of great content. We've now done two webinars that map up to it. Sales is consistently sending updates to prospects. We hope everybody who touches that content becomes a customer, but ultimately we see the value in sort of the bigger picture of just providing something to the industry that is hard to untangle in order to figure out.”
Untangling complex email campaigns and getting the most you can out of them is imperative in today’s marketing world. In this episode of Marketing Trends, Cynthia explains to me why email continues to prove its value in the marketing mix, how marketers can maximize its ROI, and you can turn those declining open rates into success. I’m excited for you to learn more about how to stay on the cutting edge of email. Let's get to it!
Main Takeaways
Key Quotes
“Over the course of the past three months, [this] campaign started as a blog post; it wasn't really a campaign per se. It turned into a giant revolving door of really great content where we've now done two webinars that map up to it. We've got a big downloadable piece of content and sales is consistently sending updates to prospects. hen we can react to what's happening in the world around us and really provide some value, we certainly hope everybody who touches that content becomes a customer, but ultimately we see the value in sort of the bigger picture of just providing something to the industry that is hard to untangle in order to figure out.”
“One of the reasons I joined Litmus is that Litmus did a really good job over the years before I was here of being a leader in the space and being a voice. Email marketing is such a complicated, weird world to live in because the people who are designing emails know this inside and out, but mail designed for email is different than designed for the web. It's somewhat archaic. There are over a hundred email clients that they're trying to design for. There's just all this confusion. Litmus had done a really good job over the years of finding a place for that community to gather together both virtually and in live events, finding resources for them that really speak to things; there wasn't a definitive answer on a lot of these things out there and let us sort of help ‘uncloud’ some of the murkiness there.”
“We went back to the drawing board and let the data inform who should be on that list [of prospects]. You look at your close one report from the last year, and we're only going after those industries. We're only going after those size companies. Start really small, as small as ABM will allow you to go and then build from there and, and still have some of those wishlist customers on the list, but the bulk of the list needs to be informed by data.”
“We made the critical mistake of 1.) doing a lot of building before we tested anything out and 2.) we didn't put a solid marketing plan together for it, nor did we have a plan to iterate for it. We wanted it to have a bigger impact on marketers than it did. And I think part of it was that it was, it was fun. It was quirky, but it probably wasn't providing a value on the back end for them to share it with their friends and, and think about it in a bigger way ...Also, we didn’t really have a plan B.“
“We just put out an email engagement report that looks on the backend of everything. It looks like open rates. We always say, don't take this and everybody send an email at 8:00 AM in the U S because then it breaks [down]. [There’s] interesting trends where, first thing in the morning is the best time in the US for open rates, whereas 3:00 PM is the best time in the UK. That's just behavioral information about people. I think as we get further and further down this A.I. path, depending on what third party data does or doesn't allow us to do, we're going to get a lot smarter about those kinds of things as well.”
Bio
Cynthia Price is the VP of Marketing at Litmus. Her team grows and supports the Litmus and email community through content marketing, demand generation, and events. She has been in the email marketing industry for over 10 years, previously as VP of marketing at Emma, an email service provider. She has a passion for authentic communications and the power of email at the heart of the marketing mix.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
A good company is built with good people and as simple as that sounds, when it comes to finding the right person for the right job, sometimes you have to look beyond what’s written on the reume.. With her decades of experience at companies such as eBay and Skype, Michele Don Durbin, now the Senior Vice President of Marketing at Evernote, knows how to get the most out of herself and her team and that all stems from her emphasis on culture building
“You're certainly going to be judged on what you get done, but how you get it done is just as important. When you spend your time, your career, surrounded by driven ambitious people who are always trying to do more and have the next best idea and make more money, whether it's self-imposed because they're real smart and ambitious, or it's part of a larger culture, there are some people who will use, I don't know, less than ideal tactics to get things done. And I really appreciated the idea that eBay said, ‘It's not just what you're getting done. It's how you're working with others. It's how you're taking the community to account, it's what your colleagues think of you and how you're really helping the business overall.”
On this episode of Marketing Trends, Michele gets into all things marketing and takes us on a deep-dive into her strategy for hiring, she also unpacks the paid media strategy at Evernote, and shares a fun story about her work launching Skype with Oprah Winfrey. This episode is packed with great advice from an engaging leader. I know you’re going to enjoy this episode of Marketing Trends.
Main Takeaways
Key Quotes
“There are two things that jump to mind immediately that I remember from the eBay days. The first one is that nothing got funded without data. We had an incredibly efficient process for prioritizing resources. Ideas are great and people have ideas all the time, but the team allocating the resources wouldn't even consider something until a reasonable set of assumptions, for a clear understanding of what success looked like was presented. And that is really important because ideas are one thing, but if you have no way to execute those ideas and you don't know what success looks like, you don't actually know when you've arrived and you don't know when you failed and getting the funding for something meant pulling together that use case that business case what you expect it to happen. And it's a good exercise that I continue to ask all my teams to do today.”
“I was tapped to move over to Skype; it was an internal transfer at that time and I started helping run the marketing team. We had only 13 people to run all of the Americas. The things that we got to do were, as you said, in the beginning, I was very lucky to be at the right place at the right time, because it was just outstanding.”
“You're certainly going to be judged on what you get done, but how you get it done is just as important. When you spend your career, surrounded by driven ambitious people who are always trying to do more and have the next best idea and make more money, whether it's self-imposed because they're real smart and ambitious, or it's part of a larger culture, there are some people who will use less than ideal tactics to get things done. And I really appreciated the idea that eBay said, ‘It's not just what you're getting done. It's how you're working with others. It's how you're taking the community to account, it's what your colleagues think of you and how you're really helping the business overall.”
“It all comes down to this idea of a foundational marketing principle that great ideas don't really mean much without great execution. So it's not that I don't value ideas, but I don't worship them. I think I'll get more out of a good idea, executed ruthlessly than a great idea that's executed adequately.”
“It’s about being flexible in what you think you're going to be able to do. So make plans, back those plans with data, put really good people in charge of those plans, and then be prepared for those plans to change, and that's one of the reasons why Evernote was so interesting for me and why I'm still there.”
“The biggest channel that we have for new users is our existing base and that is how it has always been. This is why the community is so important to us. What we're doing, now that we have the apps and infrastructure rebuilt, is we're really focused on providing education in real life use cases and packaging that up into snackable portions.”
“We got this call from somebody on the production crew of the Oprah Winfrey show. And she wanted to host the largest ever book review for her book club. And she wanted her audience to be able to talk to her....so we did this partnership with Oprah Winfrey and we [would] get this call. It'd be like, ‘You need to ship a laptop and a camera and a microphone and a headset to this address. And it needs to be there tomorrow.’ And we had tech guys on contract who would actually go to somebody's house and help them set up their equipment so that it would be high quality for Oprah. And we did this for, I think it was six or eight weeks. She loved it so much.”
Bio
Working with a mission began for Michele Don Durbin years ago, when she helped small business owners and start-ups build their own global businesses and create communities on eBay. Later, as the head of global customer acquisition for Skype, she turned my passions towards connecting the world via video calling — reuniting friends, keeping families close despite vast distances and helping companies build global teams to achieve their goals. As the VP of Marketing for Inflection, Don Durbinhelped transform its small, quiet background check company, GoodHire, into an industry-recognized, award-winning challenger brand. But it was Evernote’s deeply held belief in the infinite potential of any idea, big or small, world-changing or personal, that intrigued her most.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
You may have some fear or feel a sense of resistance when you hear the phrase “affiliate marketing.” Especially if you had ever been burned by this form of marketing in the past.. Like most sectors, a lot has improved in the affiliate space and that development has stemmed from the creation of tech tools. On this episode of Marketing Trends, Kevin Osborne, the Senior Vice President of Client Strategy at Acceleration Partners, gave us the low-down on how affiliate partnerships can be thought of as more than a last-ditch effort to milk remaining dollars out of the market. Management, implementation and fraud resistance are all areas of modern affiliate marketing that have vastly improved as of late.
“People tend to pigeonhole “affiliate marketing” as the last mile. Get that last click drive, that last sale. But again, we really encourage these bigger brands that have a broader perspective on what this channel can do and how it can operate across other traditional media channels already running.”
But a successful affiliate marketing strategy is’ more than just having the right tools, or the best new gadgets. A big part of the value that Acceleration Partners brings to its customers is by providing guidance on best practices as you roll out your program. Kevin and I dove into how using data, tapping into tried-and-true marketing channels, and reducing friction on the back-end have given modern affiliate marketing the power to be a key tool in your marketing mix, not just an afterthought.
Main Takeaways:
Key Quotes:
“We look at brands that are trying to acquire subscribers, sign ups, sell shoes, whatever it may be, and at the end of the day, affiliate is simply a channel that's able to pay partners once an outcome takes place. Once a sale takes place at the end of the day, I think a lot of marketers are trying to get to that final accountable metric, which is, ‘does this drive sales?’
“You could use this tool, partnership marketing and the different players that are involved in it to drive any part of the consumer journey that you want. You can drive awareness, you can drive engagement, you can drive conversion.”
“People tend to pigeonhole “affiliate marketing” as the last mile. Get that last click drive, that last sale. But again, we really encourage these bigger brands that have a broader perspective on what this channel can do and how it can operate across other traditional media channels already running.”
“There's some sophisticated technology platforms out there that are great at looking at these deeper analytics. Whether that's attribution, whether that's certain measurement systems based on the partner type, whether it's different commissions based on the interaction that a customer has with the brand, that technology enables us to actually push forward a lot of these new strategies that encompass broader marketing.”
“One of the key elements of our services partner development. We have guys that are going out there and forging new relationships based on a brand strategy. We worked with a food delivery app that was trying to acquire new restaurants. There's certain ways that those restaurants engage with media and take action, and direct mail was actually one of those. So working with direct mail service to actually get that brand's message in front of those restaurant owners was really effective.”
“One of the spaces that's most interesting, that's been growing the fastest, is B2B, especially the SMB. They have these teams that are business development teams and business development. And that universe is pretty old school, right? It's guys with a Rolodex that are calling up certain partners or certain individuals that might run an accounting firm that are trying to get people to sign up for QuickBooks. And it's pretty disjointed and it's a big world, right? Some of these firms have 20, 30 people on these business development teams and they're willing to invest because they're really efficient, right? These partners can really drive a significant amount of sales for a pretty reasonable cost.”
“As far as the industries that are growing the fastest within affiliate marketing there's these traditional, direct to consumer These guys were living off social and SEM for years. They were maximizing those channels. They were driving new customers. They were doing it really cost efficiently.fn the last year or two years, it's become inefficient There is a point of diminishing returns where your bids have to go up and the value goes down. And at some point you need to explore other channels. Over the last three, four years, we've seen a huge adoption by those specific companies coming into a failure because it provides scalability, cost efficiency and new audiences that's where we've seen massive growth with those companies moving into affiliates and really changing the landscape and bringing on new innovation.”
Bio:
Kevin has served in a variety of sales roles at renowned companies, including AOL, Openbay and IAC. He has received numerous accolades for his leadership, sales training, and mentorship along with his digital industry expertise. His passion for startups and entrepreneurship has led to his working with some of the best and brightest companies in the startup space. Through his passion, charisma, determination and win-win approach to problem-solving, Kevin consistently earned the trust and respect of his clients.
Prior to his successful career in sales, Kevin volunteered as a teacher with Citizen Schools and played professional hockey in Paris. If you catch him in the right mood, he may even tell you his favorite French expression.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Through time, some of the strongest relationships have led to the biggest successes. Cory and Shawn from Boy Meets World were a dynamic duo, Turk and JD from the television show Scrubs are the traditional sitcom-bromance most friends envy. But what happens when friends become business partners?
A powerful co-founder relationship is not just needed but relied on — especially when you leave a successful career to do your own thing. You need someone you can lean on, trust, and go to when things are rocky. That’s what Courtney Baber did when she launched The Route Beauty with best friend and now co-founder, Nancy Pellegrino.
Courtney left a successful career with some of the biggest beauty brands in the game, Sephora, L’Oreal, and Urban Decay to bring her own skincare solutions to the counter in a big way.
“When Ulta said, ‘yes, we want to launch you.’ I can't explain that feeling. I just laid down on the floor of my daughter’s room and just started gyrating, I don't take anything for granted. I built strong relationships in my career and people believe in what I can do; it's all about working hard and giving the retailer and the customer something that they need and they want.”
Featured on Oprah, promoted by Khloe Kardashian, and sold on HSN, The Route Beauty is making big moves in the beauty world, now available on the shelves of big retailer, Ulta. I’m excited to bring you the story behind Courtney and Nurse Nancy’s beautiful and thriving partnership as co-founders of The Route Beauty, up next on Marketing Trends.
Main Takeaways:
Key Quotes:
“I hit a point after we sold Urban Decay to L'Oreal -- I stayed on for four additional years as their head of marketing and merchandising -- and I was passionate about what I was doing, but I was tired of building dreams for other people, and I wanted to try to do it for myself. That's really why I took the leap of faith.”
“I would have probably never done this by myself. I have a BFF, my skincare BFF, my BFF in life, “Nurse Nancy.” I've been her patient for over 10 years. And we always, when I would be visiting her to help fix my skin, And it was with these medical grade products and she would always talk about it. She always wanted to work together. And we both hit the same point at the same time. It was kind of this magical moment where we said, ``Well, let's do something together.”
“When they said yes, when Ulta said, ‘We want to launch you.’ I can't explain that feeling. I just laid down on the floor of my daughter’s room and kind of just started gyrating, I don't take anything for granted. I built strong relationships in my career and people believe in what I can do, it's all about working hard and giving the retailer and the customer something that they need and they want.”
“I couldn't be happier with the partner that I chose, but you really have to find that yin and yang and in a partnership like that, it's no different than a marriage.”
“We’re going to test a new platform called Comments Sold later this year, which is really interesting to me. It’s live streaming to your social channels and people can buy right then and there. It’s like Amazon live, like HSN, but it's really more targeted at your unique followers.”
“It's kind of a challenging world, the influencer world. It’s gotten very hard to play in that space without spending a lot of money. When I was at Urban Decay we could get people to do things for us by just giving them early access to a product. You can't even talk to somebody without first paying the agent. So what we've decided to do is go kind of a much more micro route and really kind of build relationships at a grassroots level. And then also we've really built this group of what we're calling our “Routies” they're really are true brand devotees who have been with us from the beginning and they are influential. They're not millions of followers because but this group of individuals, we kind of have an affiliate program where they get some kickbacks from us. They love the brand, they love talking about it, but we also want to reward them for continuing to do that. So it's a small group of people like that. And then we're really how we were really growing our awareness and following and email list through working with like-minded brands that aren't skincare brands. They're hair brands or they sell chocolate that is high-end, or one wine brands -- we all want to scratch each other's backs and all win together. And so that's been really successful.”
“I'm not looking a lot at what other people are doing. I'm looking at what's right for our brand and what is innovative in other industries and the medical world. And because that's how we're going to be able to stand out and have a point of difference.”
Bio:
With more than 25 years of experience, Courtney Baber has built brands for some of the beauty industry’s top heavy hitters like Sephora, Urban Decay, Estée Lauder, and more. Courtney’s passion for skincare, makeup, and fragrance has led her around the world to help evolve the face of beauty—literally. She pioneered the path to debut up-and-coming beauty brands for Sephora internationally and was behind the global roll-out of Urban Decay to 30+ countries.
She is a former Miss Ohio USA, and her mom was also a beauty queen. For Courtney, competing in Miss USA was about so much more than winning a crown, it was a once-in-a-lifetime opportunity that helped instill independence, perseverance and self-confidence. It pushed her outside her comfort zone—she believes if you are uncomfortable, you are growing.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Having the right elements and the right design is critically important to reaching the right people the right way. Detria Williamson, the CMO of IDEO, has years of experience working with clients to create meaningful impact through design, and throughout that time she has seen the world of design shift and the buyers’ needs change. To meet those needs, Detria says it’s all about listening carefully to what customers are saying.
“The new design buyer, they're CMOs, they're CEOs, they're CTOs, they're Chief Diversity Officers. So we really needed to make sure that we were expanding our listening ability and in terms of making sure that our services were known to other leaders across the C-suite. Articulating all of our communities and deeply listening internally and across all those communities.
On this episode of Marketing Trends, I was excited to hear more about what it takes to actively listen and respond in today’s world. Plus, Detria and I got into how she is helping to not just create more inclusivity, but allow it to become common practice across the industry. Detria has a revolutionary way of thinking about building her team of designers, seeking maximal creativity and diversity of ideas as the primary focus, and she explains it all in this episode. All this up next on Marketing Trends!
Main Takeaways
Key Quotes
“The most well-known digital tool that I created while I was there is called inclusive customer experience. It really fell out of a design-thinking workshop that we were doing. So again, design-thinking has always been this kind of three-way savior. I would say through my career, it's a safety net.”
“Diversity can be engineered, but inclusion can't.”
“There are so many CMOs that don't have the luxury, the privilege, or sometimes even the awareness to have design built into their budgets. So when you say design for inclusion, that requires intention and requires you to allocate financial resources and team resources behind it. What you gain from it is beyond imagination. Having a more inclusive brand and a more inclusive experience has to be designed for.”
“The new design buyer they're CMOs, they're CEOs, they're CTOs, they're chief diversity officers. So we really needed to make sure that we were expanding our listening ability and in terms of, you know, sort of making sure that our services were known to other leaders across the C-suite. So articulating all of our communities and deeply listening internally and across all those communities.”
“Three things from a design perspective: One is designing for inclusion. Two is designing for privacy, and three is designing for experience. CMOs have to do that.”
“You can't hire your way through [inclusion]. I don't think that that’s the only, or the quickest or most agile way to solve for CMOs answering to big challenges. Designing your way through them is the way forward.”
“[I’m] not just looking at diversity in terms of gender diversity, in terms of ethnicity -- those to me are table stakes. When you hire radically inclusive leaders, those things just happen. They should happen automatically. But diversity in terms of, you know, how they gain their skills. If you go, and you actually recruit everybody out of San Francisco, that's grown up the same way that's come out of the same type of households. It's had the same track through the UC schools, — no knock against UC schools or the schools there — You're probably going to get people that approach a problem that come day to daya with the same sort of approach, they come with the same stories, the same way they attack problems.
“You have to stay inspired and stay nourished. Because our agendas are wicked. They're just crazy. So that's one thing. It sounds again really simple, but if you want to stay confident, then you have to stay nourished. You have to stay inspired in order to maintain and sustain inspiration to your teams.“
“Make sure that your infrastructure is in place so that you can use MarTech to really align sales and marketing. It doesn't matter if you are a company of 20 or a company of 200,000, there's a stack out there for every size company. And MarTech is really the answer to aligning.”
“There's new software platforms, there's so many, I call it the spaghetti stack. I think when you are trying to make that [MarTech] choice, it's really important to make sure that you have the support that you need from the new software tools. Make sure that you have that through line, especially I would say for smaller mid-sized companies.”
Bio
Combine the outlook of a visionary with the rigor of a high-performing athlete and you’ll begin to get a sense of IDEO CMO Detria Williamson. She has spent more than 20 years as an innovative brand experience marketer who gives companies a brave push forward, bringing the discipline and mindset needed to create new brand ecosystems while building on the resonance and value the brand already has to its audiences.
It’s an effort underpinned by two core beliefs: that focusing on diversity and having a growth mindset are important but far too narrow alone, and that inclusive experience is the center of gravity for a brand. This has led Detria to create the ICX (inclusive customer experience) approach. It’s a way to integrate all elements of the customer experience—how people are targeted, how products are designed, and how audiences and communities are shaped and formed—and to make sure the thinking is inclusive.
While you are likely to hear her quip “we’re good to grow,” Detria believes a change mindset is the true requisite for new-age marketers. It’s one that is fixated on openness, not daunted by curveballs, and totally liberated through things that are new. How that has come to life: As Global Business Director for Emirates Airlines, Detria spearheaded transitioning their multi-million-dollar sports sponsorship budget from the time-tested practice of logos on jerseys to cultivating global sports communities using the power of media, video, digital, and sports celebrities.
She joined IDEO as CMO with an outlook shaped by her experiences living and working in the US, London, Singapore, and the Middle East. It has given her a strong basis from which to build international teams with a global mindset, enabling brands to reach audiences and form communities across geographies and markets. With a proven record of developing high-value, high-impact brand experiences, as of 2020, Detria has grown over $5B in brand equity for clients across a variety of industries and categories, including Google, Capital Group, Discovery, and AT&T.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Online shopping has exploded in the last year and with so much to choose from at the click of a button, many online merchants are finding the need to help consumers narrow down the options and find what they really want. Saksham Sharda Creative Director and CIO of Outgrow is here to help consumers with decision fatigue, while at the same time helping vendors get to know who is looking at their website.
No-code tools such as Outgrow are valuable in social commerce. With consumers looking for answers at all hours of the day, chat-bots and other questions that lead you down a path towards what you’re actually looking for help remove the decision fatigue many consumers are facing as they just try to simply find what they want.
On this episode of Marketing Trends, Saksham and I go deep on the relationship between developer and marketers, and how a cohesive relationship can get products to market faster. Saksham also explains how traceable campaign testing is helping marketers level up their strategy. Enjoy.
Main Takeaways
Key Quotes
“No-code and A.I. is basically just telling you, [that] you don't really need to know much about coding. You just need to know the basics of building something.”
“We have allowed people to make calculators, allowing businesses to make these tools easily that tell you an estimated cost of a thing, or a quiz that helps you choose. There's so much choice paralysis when I end up on someone's website. So as a podcaster, if on your website, I put a quiz saying, which of my episodes should I listen to first? And then you also have a particular question about the industry and then you give them two or three episodes. You’re making choosing easier.”
“No-code allows you to see marketing differently and to see the entire marketing game differently and to understand that it's a game.”
“Any marketing you do, 60% of it is going to be based on luck and only 40% of it is going to be based on all the hard work you put in.”
“The hardest part of the job is negotiating with developers. One thing to understand, especially in marketing, is that the market does not favor your coding skills or how great a developer you are. What the market favors is creativity.”
“What you can easily do is get a bot template to customize it. [You can] add your own questions, et cetera. As no-code works, there's a very simple function called duplicates. You just duplicate that chat bot into three chat bots and you put three of them on your website and different instances. Then you measure which one is working better. The analytics part is such an important part of the software, because you can keep constantly improving on what's already there.”
“When I think of Omni channel marketing, I mostly think of how I can recycle the stuff that's doing well on one particular channel to other channels.”
Bio
Saksham Sharda is the Creative Director and CIO at Outgrow. Throughout his career he has specialized in marketing and web development, particularly in relation to interactivity and data science. Interactive experiences designed by Sharda have been featured on TrendHunter, ProductHunt, New York Marketing Association, Alibaba, TechCrunch, and Digimarcon Silicon Valley. He is also the host of the Marketer of the Month Podcast which has featured guests including the co-founders of Wikipedia, Forbes influencers, and Pulitzer Prize winners. He has also contributed to The Huffington Post, Borrowers and Lenders, and Shakespeare Bulletin.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
On the show we hear over and over again that marketing and sales need to find alignment and that data needs to be a big part of that. Kevin Tate is the CMO of Clearbit, a company that is taking an entirely different approach when it comes to data quality and coverage. Clearbit is a tool for marketers to use to better understand customers, identify future prospects, and personalize marketing and sales interactions. And if there is one thing Kevin knows, it is the importance of quickly aligning the marketing team’s vision with the customer perception and the needs of the business. I was curious how tried-and-true marketing pillars have influenced the way Kevin runs his marketing department, so I asked him…
“One of the things I've learned being on both sides of the sales and marketing equation is that there has to be a balance between marketing's vision for how we want to be viewed in the market and here's how we want people to think about and value what we do. Then there's the sales reality of [being] on the phone with this person, and they're asking for X, and there has to be a really close alignment between how do you help reframe or guide the conversation, but how do you also understand and listen to what that customer is asking for?”
On this episode of Marketing Trends, Kevin and I go deep on why static or stale data is leading marketers down a precarious path when it comes to their data management. We also touch on how Clearbit is not just another data vendor, but a company that’s doing radical things when it comes to empowering marketing. I hope you enjoy this episode.
Main Takeaways:
Key Quotes:
“There's two parts to Clearbit, there's the data -- and we have data about every company with a website that we collect from hundreds of public sources. Then there's what you do with the data, which is the platform we have to put that data to work in your ad campaigns. Personalizing your website, shortening your forms, enriching all your other systems. We're trying to remove friction. Then on the operations side, having rich real-time data from the front to back of your revenue operations, that ends up mattering a lot. That's what people are doing with Clearbit.”
“Clearbit is getting pulled into a company that is implementing an ABM strategy and needs the data and more importantly, the integrations to put that data to work at all the different points in that marketing and sales funnel.”
“Product Led Growth companies [have] built funnels that depend on really good data to know of all the people trying [the] product and all the people giving intent signals, and all the people experiencing the product through its life cycle. ”
“ The value that a company creates is linked to its product roadmap. You can extend the value beyond that roadmap. One is building things on top of it, and that's what we're doing in the growth engineering team.”
“One of the things I've learned being on both sides of the sales and marketing equation is that there has to be a balance between marketing's vision for how we want to be viewed in the market. And here's how we want people to think about and value what we do. Then there's the sales reality of [being] on the phone with this person, and they're asking for X, and there has to be a really close alignment between how do you help reframe or guide where you can the conversation, but how do you also understand and listen to what that customer is asking for?”
“We're using marketing technology to sell marketing technology technologists. First from a market perspective, I think we're fortunate to be in a really interesting and fast moving time where almost anyone would agree that the B2B funnel switching toward digital and online buying has really raised the importance of data and understanding. Now that much of the sales experience is mediated through these touch points/ Maybe it's chat, maybe it's email, maybe it's the website, all those need data to perform the best they can. A lot of times that comes down to how can I reduce friction or increased speed or increase the relevance of that, of that app based interaction.”
“There's apps that are doing all those interactions, and then there's the data that's providing that foundation and making sure everything is as smart as it can be when it's doing that. That's the world we see on the horizon. Trying to be really thoughtful around growth, how do we make sure that we're creating and capturing value in the most important ways in that landscape? You can do a ton of things with Clearbit, but what are the things that are going to have the most and the most lasting impact on our customer's pipeline, on their ability to predictably create revenue.”
“If you've got a first party mechanism to understand the connection between your email and ad efforts, and what's happening on your website, and then you can tie it back to a data platform with Clearbit, that makes a huge difference.”
“Part of what Clearbit does is we have eBooks, we have a lot of blogs, recipes, and how-to guides. We have things like the Visitor Report that provides insight as a free to use tool.
So we learn a lot by seeing who is engaging with those things, in what way, and where does that suggest they might be on their journey. I believe that one of the things that is invaluable about the shifts we've seen in B2B buying is that they are going to be in control of their own journey, right? They are going to learn how they want to learn, and they're going to raise their hand when they're ready. We try to be as attuned as we can to where they are in the process and where we can help.”
Bio:
Kevin Tate, the CMO of Clearbit has amassed 24 years of Sales, Marketing & Product leadership experience with firms serving G2000 brands and agencies. Kevin has led go-to-market for Software (SaaS), and Professional Services and Hardware-enabled SaaS companies. He is a sales and Strategic Marketing executive with deep domain expertise in Enterprise SaaS, eCommerce, Digital Marketing, Social Media and IoT. Kevin is a graduate of Stanford University.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Here’s an age-old marketing truth: sex sells. But marketing sex, or sexual wellness for that matter, can be a tough subject to bear. Within today’s oversaturated marketplace, marketers are fighting not just for attention on shelves and landing pages, but also for customers’ eyeballs. But when you’re marketing a taboo product, such as a sexual wellness cream, those challenges are magnified and building product awareness becomes your number one goal.
“This is a category that people don't even know is something that they're missing. There is no need-gap. You're filling as much as building an aspiration. There is a product here that's going to improve your sexual function. And this is something it's a first of its kind, it's a breakthrough.
That’s Bulbul Hooda, Head of Brand and CMO for Vella Bioscience, a CBD-infused pleasure serum designed to act as ‘Viagra’ for women. On this episode of Marketing Trends, Hooda joined me for a candid conversation on the challenges she faces as a marketer marketing a product that consumers might want and need but could be nervous to approach. She discussed the need to normalize products such as pleasure serums, how Vella Bella manages goes about product awareness, and to succeed in a competitive eCommerce environment. Enjoy this episode.
Main Takeaways:
Key Quotes:
“This is a category that people don't even know is something that they're missing. There is no need-gap. You're filling as much as building an aspiration. There is a product here that's going to improve your sexual function. t's a breakthrough. To create that I needed to have those skillsets in my arsenal. Believing in my intuition, obsessively knowing my consumer. The third bit is building a brand together, piece by piece and that is something I truly learned at Unilever.”
“Two things were happening because of the pandemic. Beauty was declining in color cosmetics. North America is a color cosmetics market. Second, what we are seeing is Gen Z becoming a critical purchasing group. Younger kids have more money, they're buying stuff, and they are leaning towards wellness categories, self-elevation improvement.”
“[Social advertising issues] were definitely a small setback, learning every time we put an ad out, our website would get blocked. [Then] you [have to] wait out seven days. Thankfully we were testing this two months before launch. We use social both for organic community, but also for advertising. We collect email signups through our ads on social media. So we now know that we are only talking to people who are genuinely interested and therefore email marketing has, I can't say that it has completely replaced social media advertising, but it has arrested a lot of that loss for us. It’s 30% of our revenue channel. Beyond that, we use paid search. Ads on Google, both display shopping and search words, and then what we use social media for is advertising through influencers. Influencer strategy combined with email strategy has helped us navigate the restrictions on Facebook ad blocks.”
“I do come from and believe in agency partnerships. My entire marketing team is external. We’ve got somebody who looks after just PR and influencer strategy. There is another agency that does social media, community management, and yet another that’ll do the website and all the updates. Digital marketing, that's a separate leg. The fourth one is a creative agency. While I truly believe in grooming and leading the team, and I've done that, there was just that need in the startup structure to get to market as quickly. Now we are starting to look through the structure and build the internal team. I deeply value all the four agency partnerships that I have.”
“[Because certain] payment processors do not allow CBD products what you need is an additional app [for that] and we use Pinwheel to navigate that. The second [issue] is in paid search. If the product has CBD, the ads cannot be targeted to people under 18 years of age, which for us was not a problem, given the age of consent is 18. There is a third: shipping the product internationally. In a lot of countries, you cannot ship CBD products, Canada even. So we will need to set up a manufacturing plant in Canada.”
“Everything is first set out as KPIs and then measured for paid advertising. For Google, we set out a return on advertising, spend ROS, KPIs at the beginning of every month. That takes into account competitors' performances, the landscape itself if there are any advertising regulations that have changed so on and so forth. And at the end of every month, we will evaluate where are we versus our goal? Exactly for that email marketing, we sent out, what are we hoping to achieve? It should give me a lift of 23%- 24%.”
Bio:
Bulbul Hooda is brand creator and chief marketing officer at Vella Bioscience. She has nearly 15 years of experience building & growing award-winning brands by devising their strategic positioning and creative vision along with commercial strategies for long-term revenue growth with a strong commitment to product innovation. Over the course of her global career at powerhouses like L’Oreal, Unilever, and Shiseido, Bulbul has proven success in assessing and meeting consumer needs, engaging target demographics, and directing powerful multi-channel campaigns.
Hooda holds an undergraduate degree from Delhi University, along with an MBA from MICA, a top business school in India, and a master’s degree in Cosmetics and Fragrance Marketing & Management from the Fashion Institute of Technology in New York.
Hooda is a fierce advocate of diversity and inclusion. As a woman of color, raised in a military family that fostered in her a strong sense of self & individuality, she understands that the privilege of her upbringing requires her to support and uplift other women’s voices and experiences, particularly in the beauty and wellness industry.
To learn more, click here: {{URL of detail page on found on www.mission.org}}
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Double-tap — or in some cases just tap — to like. Those little filled-in hearts and thumbs-up used to be the currency of marketing campaigns. How many did you get? Then bots disrupted, and the market for selling likes got out of control. Brands started wising up to the super high customer acquisition costs they were seeing in their marketing reports and they wanted to trim the fat, to know more about who was seeing what and for what reason? Passionate about intricate marketing details like these is Dave Fink the CEO & Founder of Postie. He’s seen a lot of change in the social media marketing landscape in his times on the scene.
“We were starting from an authentic place, which was a need for more control over our growth - beyond the behemoths that are social and search. Watching those channels take more and more power, and marketers lose more and more power over their growth trajectory, but not wanting to acquiesce and give up all of the technology and tools and data and measurement and predictability that comes from those channels.”
The realization that social media marketing on Facebook was extremely volatile and based solely on large corporate algorithm decisions made by the tech giants sobered Dave into action to move away from relying on paid social media and into the physical mail sector. On Marketing Trends, hear more about how Dave built Postie into one of the most data-driven marketing platforms and how companies within the Fortune 500 are using Postie to level up its customer experience. All this next on Marketing Trends.
Main Takeaways
Key Quotes
“We were starting from an authentic place, which was a need for more control over our growth - beyond the behemoths that are social and search. Watching those channels take more and more power, and marketers lose more and more power over their growth trajectory, but not wanting to acquiesce and give up all of the technology and tools and data and measurement and predictability that comes from those channels.”
“We think about data and insights probably in two different buckets. The first bucket is direct mail. It’s a channel that can provide big data, both first-party data, and third-party data for all sorts of miraculous things — predictive modeling, auto-optimization. The same kind of characteristics that social has. You get better with bigger data and you get better with testing and insights. A core focus of Postie is big data and machine learning, The biggest product focus that we spend our time on is thinking about how to give all advertisers access to the same data and mathematical advantage that they get from other channels.”
“We think about monster companies like Airbnb, Uber and Lyft -- those are still emerging brands, innovators, and disruptors -- then there's the Fortune 500 that almost always falls in the enterprise -- we service both sides. The other is, ‘Is this a brand that's currently invested in indirect mails as a core channel, or is the brand on the complete opposite of the spectrum?’ Depending on what quadrant a prospect or a client falls in will determine how we engage with them and what the education process looks like and how we think about their trajectory in the direct mail channel.”
“Think about direct mail as a very specific individualized channel. It's a part of your marketing mix. Those advertisers that I see taking advantage of it with the best performance, with the most scale, most control, are those that start not thinking about just ‘How do we make direct mail work?’ But, ‘Who is our customer base? What are our core marketing objectives?’ Then thinking about a holistic plan for attacking those goals and affecting the achievement of those goals positively. Direct Mail can be a high performance, highly scalable component, but it all starts with markers and understanding, and being honest with themselves around what they're looking to achieve both in the short term and the long term.”
“Remember the days when Facebook advertising was all about building your fan page and buying likes? That wasn't that many years ago and at that time I was involved in many brands that had seven, in some cases, eight-figure annual budgets building monstrous fan pages and investing in even bigger budgets of in-house content creators to engage those fans through storytelling. Then Facebook decided to reach those fans, we're going to charge you. That was the warning sign.”
“A start-up is a living breathing entity, and it's a journey, and there are good moments and bad moments, good days and bad days if you're in that bunker with someone else. As a co-founder, that's invaluable. One piece of advice is you've got to have multiple mentors and you have to invest in those relationships. The difference in people's careers that I've seen when they have had mentors versus when they don't have mentors, it's a night and day difference.
Bio
A 15-year consumer-internet veteran Dave Fink, CEO & Founder of Postie, is a revenue-focused entrepreneur. With a passion for creating disruptive business models and unique monetization strategies, Dave focuses on discovering opportunities to drive rapid growth. His creative, yet data-driven approach to marketing and monetization has generated hundreds of millions of dollars in revenue for ad-tech, lead generation, and commerce companies. Over the last decade, Dave has launched and scaled over 20 consumer-internet businesses. During the early part of his career, he created performance-marketing platforms helping brands as diverse as Walt Disney World, Proctor & Gamble and The Gap adapt to the rapidly changing digital media strategies available in the internet world.
At Intelligent Beauty, he incubated digital media and eCommerce brands targeting fashion, beauty & health verticals. While leading the monetization strategy at the celebrity-commerce company, BeachMint, Dave established the customer acquisition strategy that successfully launched consumer brands with celebrities including Kate Bosworth, Jessica Simpson, Rachel Bilson, and Mary- Kate and Ashley Olsen. At Science, Dave leads the marketing and monetization strategies, platforms, and teams to help the growing portfolio of businesses find a path to rapid growth and scale.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
There are few things in life that are not volatile. The stock market rises and falls, much like a pendulum swinging from left to right. Crypto is viewed as a rocket ship, but it’s returns remain mostly inconsistent, and the housing market has seen its fair share of crashes over the years. But if you’re looking for one asset class that bucks the trend when it comes to volatility, fine art might just be it.
For centuries art has been seen as an avenue for the rich and famous to flex their wealth, but Masterworks believes it’s business model of allowing everyday consumers to invest in multi-billion dollar pieces of art, is shattering that glass ceiling and democratizing art for all.
“We consider ourselves fiduciaries or financial advisors. We're doing that because art is a very confusing and brand new asset class. We're the only ones enabling access to this $1.7 trillion market. From a suitability standpoint, to let someone Yolo their life savings into a Banksy is not something that we want our customers to do. We don't think it makes sense for someone that has a $5 million retirement portfolio to put in a hundred dollars. So we'll tell that person, just keep your money; keep the cash; put it in stocks. So we're really getting people, not only to understand what is art as an asset class, why is art important, but to make sure they're investing responsibly and investing a part of their portfolio, that actually makes sense.”
Michael Wenner is VP of Marketing and Director of Business Development at Masterworks, a platform that lets everyday consumers invest in pieces of art such as Banksy, Kaws, and Basquiat. Michael joined me on this episode of Marketing Trends to discuss how Masterworks is using centuries of data to its advantage to not just identify which pieces of art the company invests in, but also why they are opening that data up to everyone. Michael also dives into why he is bullish on content marketing, and how Masterworks views itself more as a financial institution rather than an art gallery. Enjoy this episode.
Main Takeaways
Key Quotes
“We always talk about how Facebook it's such a great platform, that people have given so much information about themselves. LinkedIn is giving you much more relevant information. You can tell exactly how wealthy and how successful someone is. So we don't really do role-based targeting or job-based targeting, but it's really incredible that by what you're able to do by brute force. [Linkedin’s] technology's obviously not as good as Facebook, but you can figure out how to set up targeting campaigns. You can get to the wealthiest, most successful people on earth. It’s going to cost you, but if you can convince them it's the best way to do it.”
“We consider ourselves fiduciaries or financial advisors. We're doing that because art is a very confusing and a brand new asset class. We're the only ones enabling access to this $1.7 trillion market. From a suitability standpoint, to let someone YOLO their life savings into a Banksy is not something that we want our customers to do. And we also don't think it makes sense for someone that has a $5 million retirement portfolio to put in a hundred dollars. So we'll tell that person, just keep your money; keep the cash; put it in stocks. So we're really getting people, not only to understand what is art as an asset class, why is art important, but to make sure they're investing responsibly and investing a part of their portfolio, that actually makes sense.”
“Our data science team has been doing incredible things. We have the largest proprietary data set of art market returns. We took 50 years of art auction results that were all published physically in the Sotheby's and Christie's pamphlets. We had a team of about 25 interns go in and [enter], this piece of art was bought for this and then sold for this. And we created this huge database to bring it all together. No one else had done it because it's a pain [to do so].. So we created this database, and our data science team was then able to look at using A.I., all these different, fascinating insights, which artists markets are returning the best, which years within those artists markets, even which type of art. We were able to single out contemporary art, post-World War II art, coming from this time period. We're seeing that it has this type of returns.”
“You look at is as art or it's a $1.7 trillion market. And until Masterworks, there was absolutely no way to invest in it. hose who did want to enter it,, who wanted to build a diversified portfolio would need tens of millions of dollars. You could buy one piece. And if that one piece went down in value,you'd spend a million dollars on it and you weren't diversified, it's not really a secure asset or a strategic asset class.”
“Our goal is to educate people on art as an asset class. If people get excited about investing in art and they Google it, we're the first search result and we always will be. We are so happy to give our research away. We're working with other banks in investment platforms to educate them, give them all of our data, give them our price database, show them how different artists markets have different loss rates in different correlations, because we want to educate everyone. Not only are we getting new people into the asset class, but we're also growing it at the same time. We can actually have a huge impact on the market and we consider ourselves one of the top buyers in the art market.”
“I used to do content marketing and I really disliked it. e just don't think that has any value. I'll tell you why: our user base is very interested in two things, diversity and returns. Diversity, meaning investment diversity diversification. So when we email them we want to give them those two things. We only email people with new investment offerings. We don't want to bug them. Something that's really important to us is our email list. So if we're sending content (which we have in the past, and that gives us higher unsubscribed rates.) We're just not going to do it. We think of our email list as currency. If we're going to do something to devalue our currency, we're not going to do it.“
“I see NFTs not having a similar impact. I do not believe NFTs are a strategic asset class. Strategic asset classes are ones that have been around for awhile. It can be part of a portfolio. NFTs have a false sense of scarcity. You're basically putting a JPEG on the blockchain and calling it scarce, even though you don't own any of the IP. I am short on NFTs.”.
Bio
Michael Wenner is Vice President of Marketing and Director of Business Development at Masterworks. Michael began his career in finance doing sales and trading for five years. Near the end of this time, he started shifting towards doing more marketing, especially digital. He started a newsletter called MarketSnacks that was eventually acquired by Robinhood. Then he went to work in FinTech at YieldStreet before stepping over to Masterworks.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Swipe right on... Twirla? Creating ads for a contraceptive patch on dating apps is emblematic of the innovative approach that Amy Welsh, the Vice President of Marketing takes at Agile Therapeutics. Welsh has no shame in working with marketing agencies to utilize the advantages that they offer, while also maintaining close control of her brand’s integrity. It’s safe to say, Welsh has no shame in taking a different approach that spurs traditional marketing tactics
“The novel -- the different ways of doing it -- is strategic media partnering,” Welsh said. “For instance, [at Agile] we were able to be the first contraceptive to advertise on dating apps like Match. I couldn't have done that if I didn't have somebody outside who was street-smart, and partnered with us to appropriately come up with a plan for that.” Welsh continued, “I want to ensure that the marketing team is the brand steward. We better know our brand better than everybody. And I want to use my agency for things that I don't know or can't do. It's a bit of a hybrid but the marketing team better be the brand stewards and the strategists a hundred percent.”
Launching a contraceptive in the middle of 2020 might not have been the tactical dream for Welsh, but she did it anyway. Welsh has alway acted quick on her feet. It’s part of what makes him a good marketer and it’s part of what made this conversation with her so fun.
Throughout her career in big and small pharma Amy’s launched many products and is a fountain of wisdom for having had all that experience. As she creates a new team, for a new company, in a new product market, her thirst to innovate is high. She’s found a need to create new roles for people who can specialize in marketing on popular new tools and apps. On this episode of Marketing Trends, Welch explains the unique challenges of marketing to Gen Z as well as creating awareness for an entire product class; she also talks about how she is creating new roles on her marketing team. I hope you enjoy this episode.
Main Takeaways
Key Quotes
“This felt like an opportunity to authentically connect and not push the brand. Pharma loves to push our agenda. Let's just sit and build a community and listen, ‘Does she even know patches exist?’ or ‘Does she know 15 or more options exist?’ And almost even more importantly, ‘Does she know things are changing? t the time, the ACA allows you to get any one of these options for free,’ so we started this campaign, shortly after I got on board in the middle of the summer called the ‘I'm so Done’ campaign where we just really wanted to have some fun and educate, and build a community before we were going to be all in.”
“[In this industry] understanding Planned Parenthood and Student Health Clinics [which] are big in my world and the different marketing challenges there [are critical.] How do you make yourself meaningful there? It's telemedicine, but bigger than telemedicine. It's understanding the digital entrepreneurial world. What are the new businesses out there and what's next for either Twirla or Agile? Because we're not just a patch company, we're a women's health company.”
“The novel -- the different ways of doing it -- that is strategic media partnering. For instance, we were able to be the first contraceptive to advertise on dating apps like Match. I couldn't have done that if I didn't have somebody outside who was street-smart, and partnered with us to appropriately come up with a plan for that. I want to ensure that the marketing team is the brand steward. We know our brand better than everybody. And I want to use my agency for things that I don't know or can't do. It's a bit of a hybrid, but the marketing team better be the brand stewards and the strategists a hundred percent.”
“I only have so many dollars, so every bit of it better go to the person that actually can and will consider my product. In the beginning for Twirla, my challenge was to let [the consumer] know that a patch even exists as a birth control option. And a patch named Twirla is the better option for you to consider. Twirla is not only getting new patients, but they're all staying (no pun intended), they're sticking with us. For the first year, I needed to make sure that everything we were doing was firing on all cylinders against the right eyeballs and no wasted space.”
“You have people that may defer to timelines rather than thought. You have people that worry about budget -- you should always worry about budget -- but [they] maybe sit on a big idea that could have advanced things. So, how do you set up an atmosphere [respecting] the budget, but [also] let's talk about something that we love every month. Let's talk about something that we were inspired by every week.”
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Bobby Jania, VP of Product Marketing at Salesforce understands how to look at a potential problem, reframe it, and utilize it as an asset. His ability to understand technical nuance, thanks to a degree in computer engineering, qualifies him as a leader in this space. Understanding the basics of how things are made, and then taking a step back to look at the way those little details are fitting together to fulfill the mission of the company is one of the big reasons why Bobby is where he is today as a marketer. On this episode of Marketing Trends, Bobby joined me and discussed where marketers might be going wrong as they implement customer-facing A.I. His can-do attitude, despite adverse circumstances, means more productivity around the clock as employees in different continents are able to keep work going when the sun sets over the US.
“We're leveraging the fact that there are people in Japan and in Australia and in the UK on the team. It's not a barrier anymore. For some stuff when I log off, I know they're going to pick it up, and it continues on through.”
Keep that train of progress moving forward, that’s the Bobby Jania way. We uncover some nuance from the annual Salesforce State of Marketing Report, and see how marketers across the board are revamping the way they work in their craft. All this, up next on Marketing Trends.
Main Takeaways
Key Quotes
“It's really hard to make things simple. Mark Twain is credited with the whole idea of, ‘I would have written you a shorter letter if I had more time.’ It's that idea that to make something simple is really complicated.”
“Salesforce recognizes the strategy and tactics that got us here today are not the ones that will get us to the next step. So there's this constant push, not just with the products we launch externally, but even internally. How are we going to do it differently than before so that we can keep this growth and keep this scale going?”
“I really had to start trusting my direction, into what I could delegate. Now a lot of it comes down to the priorities. There are certain things I will dive really deep into. Certain products, certain features, certain review meetings I will get very, very deep in. Then there were other ones that I would have stayed at a very high level and get more of the readout of what's going on, than be in the trenches, making the decisions.”
“There's probably been more disruption this year than I've ever seen before, as far as what was important. What strategies changed? What are the metrics that you look at that changed? As you can probably imagine, video channel value dramatically went up this year because we're all sitting at home, right?
“We're leveraging the fact that there are people in Japan and in Australia and in the UK on the team. It's not a barrier anymore. For some stuff when I log off, I know they're going to pick it up, and it continues on through.”
“If you're going to have an A.I. interface directly with the customer, and if it is trying to have dialogue, typing and chatting, you need to be transparent that you're talking to an AI bot. I've seen backlash when they try to pretend it's a human, and then, you can ask it certain questions, and very much tell right away it's not right. I think people are okay with it as long as they know.”
“It is amazing to see the number of marketing vendors and solutions enter the space because it just shows how much innovation is still yet to come. I've been in this space for almost a decade and the amount of marketing solutions that are out there then versus today is orders of magnitude different. They're all doing new and different things. We continue to find new ways to innovate in that space.”
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
There’s a growing concern bubbling beneath the surface of marketers feet. Third party cookies are going by the wayside. This has been a really effective tool that marketers have utilized for years to target specific populations they deem are more likely to be interested in and purchase the products they’re selling. Moving forward, marketing in the digital space is going to look a bit different. Some say it’ll be survival of the fittest, others argue your data strategy should already be so robust you shouldn’t be reliant on off-the-shelf data.
Everette Taylor is the CMO of Artsy, an ecommerce platform that allows users to buy art from anywhere in the world with the click of a button. But while most marketers are doing a deep dive into their cookie strategy, Taylor’s focus remains elsewhere.
Main Takeaways
Key Quotes
“Sometimes marketers get distracted by the things that aren't working instead of where things are really working. What we realized is that our biggest growth channel was through affiliate marketing. Believe it or not, there's a huge economy of courses, of people teaching people how to grow a business or do this or do that. We realized that those were some of the best affiliates because people are taking their courses, trying to build their businesses and our product was great for people trying to build their brands and build their businesses.”
“One of the things that I'm seeing in digital marketing is a lack of innovation, because people will become,so number focused. ‘We're going to do this thing. This thing works, we're going to scale, you're doing this way.’ People lose sight of how important brand perception, brand marketing, brand equity is in the grand scheme of things as well. It's interesting to see that shift, but it's, it's more than just the numbers for sure.”
“There's a difference between being a great marketer and a great CMO. As a great marketer, you can grow the company. You can do things in the first year, but to be a great CMO, and be a great leader of a marketing organization, it takes longer.”
“Before Artsy existed, no one was buying art online. People had to physically go to a gallery, and go to a show, or have the connection to a potential art advisor or a gallery. Now we've provided the ability that any, and everybody can collect art from around the world. Our average artwork gets shipped 3000 miles from gallery to [destination]. For us, the ability to really democratize the space, create a more open space for people to buy art, to make art businesses more fluid in the way that they do business and to reach new people....That just opens up the game for everybody.”
“At one point, Artsy used to write about everything, and create content about everything. Then we learned very heavily into the market and made sure we served experienced collectors. Now we're leaning into that middle point of understanding there's something about brand-building. Building brand perception and reaching an audience that may not be as savvy as the experienced calligrapher. So building content for that too, but our focus is going to be on the experience collector, and that data and that wealth of data that we have to share and the types of things that they want to see, but also understanding that content is also important for brand perception and brand building as well.”
“People don't know what they're capable of until they do it. One of the things that I try to do with my marketing team is always inspire them to go outside of their comfort zone and realize what it is that they're truly able to do and what they're truly able to accomplish.”
“We have the audience. Right now our top of funnel has been as strong as ever, even in a cookieless world. I'm not going to give away secrets, but we are crushing it. On top of that, the biggest opportunity for us is that we have amassed the world's art collectors. How do we re-engage them? How do we inspire them? How do we make them want to use Artsy on a daily basis? That's the biggest opportunity. I ain't worried about no cookies.”
“People are getting saturated with digital advertising. The things that catch my attention are real world things, like out of home, direct mail, experiential, and cool partnerships. Things that you got to continue to hit the pavement with. Your digital marketing and paid acquisition and things that you have to do. But at the end of the day, it's really like 360. You've got to think about how you're going to touch people everywhere.”
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Athletes are constantly striving to find their unfair advantage, and most businesses are no different. It’s one tangible thing that sets us apart from our peers that makes us stand out. In late 80’s Nike searched for their unfair advantage and found it in Michael Jordan and the Jumpman brand. Apple was floundering in a market dominated by its competitor until they brought Steve Jobs back into the fold and the rest is history.
Marketing in a crowded segment, such as CPG, those unfair advantages are few and far between. Brad Charron, knows what it’s like to battle those brands flexing their unfair advantage. Brad has fought an uphill climb during his days at Under Armour, Lucky’s, and now as the CEO of Aloha, he’s bringing the heat to its competitors.
“There's a lot of choices we make in terms of what goes into our product and our food and that choicefulness. We bring that forward in our messaging. We talk about being the only plant-based company that is a hundred percent certified organic that is B-Corp certified. It's good marketing to try to differentiate yourself. It also just happens to be true, even better. With hot spaces in general, the people on the margins are gonna try to get into this space. It's smart business for them. That does not mean it's the most authentic. And in our case our advantage is that we're walking the walk and the challenge is how do you get that message across in a very cluttered environment?”
As a newly certified B-Corp, Aloha is making waves as a business that’s committed to the greater good, and their messaging reflects that. On this episode of Marketing Trends I sat down with Brad and we discussed a host of topics, including why, after a long run as a marketer, he decided to take up the reins as a CEO. Brad also touched on his past experiences with companies such as Under Armour, Chobani, and Lucky’s, and the role data plays in a marketers strategy, and why Aloha is all-in on omni-channel. I hope you enjoy this episode as much as I did.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Let’s be honest, content is king. And the challenge today is finding ways to make that content not just resonate with people, but also more helpful by giving users a community that not only creates a lasting impression, but one they can benefit from. Wes Kao knows content, and as the creator and co-founder of Maven, what she sees as the answer to improving the online course education experience for instructors and students. Paralleling the development of the technology along with curating a powerful roster of instructors, Maven has already seen financial success before the platform has even hit the market. This reflects Wes’ nuanced approach to modern, content creation. While quality still reigns supreme, the days of begging for subscribers might be trending downwards, in favor of a more hyper-personalized approach.
“Like and subscribe is dead because people used to need hundreds of thousands of followers to be able to make a living online.Things are shifting so that if you are a creator these days, you can make a pretty healthy living from a smaller audience of true fans who love what you do and want to, uh, want to engage with you and are willing to invest more in, um, in your content because they find it so valuable.”
And what is it that consumers are valuing these days? Community. The days of online interactions are on the rise,, which means those users are looking for new ways to flex their creative muscles. Wes, knows how to curate these communities and In this episode of Marketing Trends, she delves into the way she approaches hiring, growing and developing her business, as well as shares some of the nuggets of wisdom she gleaned from her time with Seth Godin. Wes has so many insights! Be prepared to take a few notes and learn a lot. Here we go!
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
While cable services may be on life support, the simple truth is that live TV captivates audiences in ways on-demand content can’t. Maybe it was the anticipation that came with watching Roy Halladay fan 11 Marlins hitters in a perfect game for the Phillies back in 2010, or the anxiousness that occurs watching state-by-state election results roll in on a Tuesday night in November. The bigger point is that while on-demand content has become a big part of our daily viewing habits, live television and the revenue companies generate from those audiences is undergoing a renaissance.
“In order to do business, in order to have the things we need, we need to generate revenue somehow. So the payment for what happens, and the ability to create content, pay artists, funding great content has to come from somewhere. Either people have to pay for it through subscriptions directly, which is the SVOD space, that’s Disney+, Netflix, and the HBO Max, or they have to be willing to accept advertising because the advertisers are paying for the value there. These are the tensions in the trade-offs.”
Those tensions are creating an interesting dichotomy between traditional cable viewers and the trendiness that comes with being a cord cutter. But it's also generating an even larger divide in how media companies distribute their advertising dollars. On this episode of Marketing Trends, Mike Woods, the SVP of Product for Amagi Corporation, joined me on Marketing Trends to discuss how media companies are approaching their ad buys when it comes to live streaming services, and why SVOD services such as Netflix and Disney+ are bucking traditional advertising with subscription based models. Enjoy this episode!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
At Chainlink Labs, CMO Adelyn Zhou embraces the complicated nature of marketing in the quickly evolving field of blockchain technology. She also leans into the idea that technology like blockchain can have a major impact on often-forgotten parts of the world.
“I think one thing being in a developed world [is that] you don't realize is that we take a lot of our, our legal system and our contracts for granted. We think that, of course, you know, like if I get into this contract and they don't pay me or they don't deliver, I can take them to court. But in a lot of parts of the world, you don't have that.”
Chainlink Labs is on the forefront of developing ways to connect data in the outside world to the blockchain to solve a myriad of problems. What does that look like in practice? Well, basically Chainlink is creating cross-chain communications and by doing so, it is using cryptocurrency and blockchain to open up a better way for developing nations to do business. And where does Adelyn come into the picture? As she communicates about the potential of this technology and builds trust with developers they move closer to fully realizing the good that can be accomplished in the world through Chainlink Labs. Learn more about the unique challenges of this new world of marketing on this episode of Marketing Trends. Enjoy!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Coming into a new marketing role during a critical re-branding phase of a company’s life is no small task to take on. There are challenges with developing new working relationships, and most importantly, trust, in order to create a smooth and successful evolution for the business.
“I'm naturally curious. I like to seek to understand; I'm naturally very curious. Want to delve into the details on some things and, as soon as you get to a confidence level and you're like, okay, that's either great or yeah, that might be something we want to revisit. Honestly I think some people feel like that's a little bit micromanage-y.”
This is what makes Paul Stoddart successful in his role as CMO of Epicor, an Enterprise Resource Planning company. and while he’s a relatively new leader at Epicor, he’s done a lot for the brand already. Paul told us all about it on this episode of Marketing Trends and his impact starts with the fact that his foundation is built on the idea that you should always start with the customer no matter what it takes. And even though at first blush he admits he may come across as a bit of a micromanager, Paul’s ultimate goal is to understand the way things are done in order to find efficiency in the processes and ultimately build deep trust and foster teamwork with his colleagues. We’ll dive into exactly what that looks like, and all the cool ways the Epicor marketing team is standing out from the competition right here, so sit back and enjoy this episode!
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There’s a notion among marketers that the way to provide the best customer experience is to have the richest data. After all, to CMOs and most modern marketers, data is basically the key to unlocking customer success. But to provide those marquee customer experiences, there’s a myth swirling around that the only way to have success is if all your data sets live in one place. You need the mythical “single source of truth.” But is a single source of truth actually attainable in today’s oversaturated martech ecosystem? Paul Cowan is the CMO of FreshBooks, and he isn’t so sure.
“Having a single source of truth is next to impossible. I haven't been in any organization where anybody said, ‘Man, our data is in a perfect state. Here it is. Here's our 360 view of the customer. We're done, clap your hands and walk away.’ That doesn't exist. You need to have your single source of truth in terms of what you believe success looks like, and everybody's aligned to that...But I think being able to have that 360 view of the customer is the hard part.”
Having a better understanding of who your customers are is something all marketers are striving for today, and it’s something that Paul and his team are working toward. But while a single source of truth might not be attainable, there are avenues to create a clearer picture to work with. On this episode of Marketing Trends, Paul joined me for a fun conversation covering a host of topics, including what it will mean to build FreshBooks’ data strategy to target an SMB market in dire need of reliable insights. Paul and I also discussed how FreshBooks reorganized its marketing department to eliminate siloed segments, and why the best marketers need to have an understanding of their sales counterparts. Enjoy!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
What are your three words? It’s a question Amber Armstrong, CMO of LivePerson, loves to ask her team members. Those three words can be anything — they can be a personal mantra, a list of questions, or even a grocery list. But regardless what your three words are, the key is to make them count, make them relatable, but, most importantly, to let those three words be the driving force of your end goal.
“When I was getting to know my team, I asked everyone for their three words. It all originates back to my time at IBM, and working for Ginni Rometty, who was our CEO. And it was a well-known fact that when you talk to Ginni, you gave her three things and that's it. And when she talks, she gives three things and that's it. And it's a number that you can remember, and when you can remember things they can become meaningful. They can really have a deeper association. If I told you my 10 words, you wouldn't believe half of them.”
Armstrong’s three words are “focused, passionate, and kind,” and those three words are the backbone of how she hopes to continue building LivePerson’s marketing strategy. On this episode of Marketing Trends, Amber joined me for an insightful conversation about how LivePerson is building a robust ABM strategy to target not just the right clients, but the ones for whom LivePerson can have the most impact. Amber and I also took a trip down memory lane, as she reminisced about how her past experiences — including a transformative trip to Hong Kong and a 15-year career at IBM — shaped how she plans to push LivePerson forward. I hope you enjoy this episode as much as I did.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
At first blush, getting insurance seems relatively straightforward. You research providers, you request a quote, and you go with the option that best suits your needs. Simple, right? Boring even. And sure, marketers have tried for years to add spice to a relatively bland industry… Geico continues to celebrate the Gecko, Progressive has long-running ads with the lovable Flow, and State Farm has encouraged us all not to buy insurance our parents did. But none of those ads cater to SMBs, and neither do the companies. But Thimble has been able to fill an SMB-sized void in the market.
“Insurance is very intent-driven, and therefore search-driven for digital marketer. We can see what these guys are looking for. What are all of our competitors ranking for? So rather than... try to deconstruct their content calendar, we really go find new opportunities and find ways of thinking that are important to us versus them. So it's still the same approach or a skill set, but it's a different strategy.”
That’s Rikin Diwan, SVP of Marketing at Thimble, a SaaS-based insurance platform that is helping SMBs and freelancers get insurance based on their needs. On this episode of Marketing Trends, Rikin unpacks how Thimble is making insurance fun by building a content strategy based on reusable blogs that puts the company at the top of the search rankings. Rikin also discusses his personal journey to Thimble and why every marketer should do a little self-exploration. Enjoy!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The Tonight Show debuted in 1954 with comedian Steve Allen welcoming a local television audience to his version of what he thought The Tonight Show should be. Since then, six different hosts have manned the desk for the late-night comedy show. Jay Leno was known for his charm and hair, Johnny Carson established the standard format for television chat shows – including the famous guest couch — and Jimmy Fallon is known for his exuberance, musical moments, and skits.
Everyone brings something unique to the table, and when they do, a new era begins. You see, in the entertainment industry the only standard is change, and while hosts come and go, they all leave their mark and set a standard for the next person while the brand marches on.
On this special episode of Marketing Trends, Ian Faison, who has held the mantle as host of the show since its inception, passes the baton to incoming host, Jeremy Bergeron. First, you’ll hear from Ian, as he reminisces on the origin story of the program, some of the behind-the-scenes folks who helped get the podcast off the ground, and what it was like to be part of the show as it’s grown from an idea in a Google doc, to more than 300 episodes and one million downloads and counting. Then later, we’ll introduce you to Jeremy, who will share a bit about himself, his background, and why he is so excited to take the reins and put his own unique spin on the show.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
CMO’s tend to have a mantra when they take over a new job: reorg, rebrand, and restructure. But while the mantra is simple, the process is not. Any time things change, feathers get ruffled, even for the most well-intentioned CMOs.
“Being performance driven, it's not always the most popular thing to do when you come into a new company. I pulled back spend in Q2 quite significantly from where we were spending, because I didn't feel it was working. And there were a lot of conversations with my peers, as well as with our CEO, and even the board on some of the risks of doing that. But I really believe that by pulling back a little bit and slowing down in order to get those insights and those key learnings in place, we'll be able to speed up in the future and kind of double down on what's working.”
That’s Dana Paris, who is the first CMO of Canidae Pet Food, and she is quick to note that changes and hard conversations are not done in a vacuum. They are calculated risks designed to drive the overall health of the organization. On this episode of Marketing Trends, Dana dives into how having those tough conversations with your C-Level peers can set the foundation for a successful partnership. Plus, she also touches on why alignment across all your touch points, online and in-person, is imperative when you’re building your brand awareness.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
There is one thing that every marketer would say they need: content. But what makes for good content and what makes for the best content? Is it storytelling? Is it authenticity? What content drives engagement, versus what content is merely passable? Kristin Frank is a well-respected and highly-seasoned media expert, and after a 20-year run at MTV, it’s safe to say she knows a thing or two about content.
“My biggest advice is to not look at marketing, look at it as content. Make sure the story has quirks, make sure it's compelling, treat each individually as a separate piece of content, and be authentic to the platform. If you do that, you will have a relationship with your consumers that you can then speak to them in any way, and they will trust you.”
On this episode of Marketing Trends, Kristin, now the CEO of AdPredictive, explains why after a successful career with Viacom and MTV, she had the itch to ditch her comfy enterprise digs and roll her sleeves up with a startup. Kristin also explains why different forms of content resonate with various platforms, how to attack those different channels and how AdPredictive is playing a role in helping marketers turn insights into advertising. Enjoy!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Here’s a contrarian thought: buying ads doesn’t win you customers. What does win is when previous customers are happy and willing to tell everybody else just how great you are. Now think about this, before you buy a product, what’s the first thing you do? You read the reviews. From influencers, to friends, to referral codes and trade magazines, the way consumers decide what product or service is perfect for them is dependent on who they trust. David Lehman is the President and Chief Operating Officer at Birdeye, and he knows this more than most.
“It's all about what research people are doing and who do they trust? Do people trust the brands? Do they trust the articles that they're getting from them? No, they trust their community, They trust their friends. They trust their network. They trust the crowdsourced reviews of both the business, a product. As a marketer, experience marketing is so critical because you've got to fulfill all of those needs for everybody.”
So how are marketers flipping the funnel and tying their success to customer success? On Marketing Trends, David answers that question while also providing an in-depth look at how brands such as Blaze Pizza have used Birdeye’s experience marketing platform to put brand advocates front and center. He also provides a unique look at how marketers can supercharge their SEO strategies on Google, Facebook, and more. Enjoy this episode.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Text message marketing is a powerful tool — after all no other channel provides marketers with the same level of one-to-one communication that you get by sending a simple text. But just because you have the ability to press send, doesn’t mean you always should.
“You need to think to yourself before you send any text message, ‘Is this message providing value? Is the person on the other end of this going to look at this and say, yes, I want to save this.’ If it's not the case, you probably shouldn't be sending it because you've got this unicorn right now, and this way to communicate to your customer is so direct, you want to hold it in the highest regard and respect it as much as possible.”
On this episode of Marketing Trends, Matt Baglia, the co-founder and CEO of SlickText, dives into the dos and don’ts of text messaging marketing, and touches on the main reason marketers should approach this channel with extreme caution. Matt also explains some of the best practices that will set up any marketer for success. Enjoy this episode.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
B2B marketing gets a bad reputation. Some will say it’s boring and you can’t be creative in the B2B space. But who wrote the rulebook that said B2B couldn’t be fun or inspiring? Meredith Stowe Christie, the VP of Marketing at HVR, says that regardless of who your client is, B2B doesn’t have to be boring.
“It's B2B, but you're still marketing to a human. Chances are, given the amount of people that are watching the Super Bowl, your target is watching the Super Bowl. If you have the budget and a message that resonates to a lot of organizations, why not do that? You want to be top of mind to these folks when they need to make that decision on your product.”
On this episode of Marketing Trends, Meredith explains how HVR is spicing up B2B marketing by putting the customer at the center of everything it does. What does that look like? Meredith says it’s about aligning S sales and marketing efforts to tell the best stories because content is what should be leading prospects through the funnel. Enjoy this episode.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Streaming services and connected television sets now dominate living rooms, but what influence has OTT programming had on brands when it comes to content development, strategy, and advertising?
“If you can create content that appeals to the kid, but also the overall family and the parents, that's a win-win. You're going to get no pushback from the parents when everyone sits down and says, ‘Let's watch The LEGO Movie because it's fun, it's funny, it's exciting.’ Brands that want to create content, the reality is that some brands have afforded themselves the rights to be entertainment brands and some are just not there or will never be there.”
While sitting down and picking a show has become easier, the ecosystem that on-demand services such as YouTube, Netflix and Disney+ offer is changing the game for advertisers looking to capitalize on the influx in inventory. On this episode of Marketing Trends, Charles Gabriel, Head of U.S. Advertising at WildBrain Spark, explores the intricacies of advertising on OTT services, including where advertisers go wrong in the space. Charles also covers major trends that he sees occurring within the industry, including why linear advertising continues to decrease. Enjoy this episode.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Every corner of the world is different, and that means the way consumers buy and absorb media is different as well. In the U.S., email is a massive channel for brands to reach customers. But what about on continents such as Africa? With a population of more than 1.2 billion individuals, what drives the African consumer? What channels are businesses using to reach them, and where are some of the biggest differences between them and the western consumer?
“Over the last five years, the start-up ecosystem has taken off aggressively. People are now building services, products, and services on top of the networks and on top of what the telcos have been able to achieve. The possibilities of what can happen with that sort of infrastructure has taken off. However, the depth of innovation we have seen is really five years-old, and the financial technological system has taken a lead there.”
Elo Umeh is the Founder and CEO of Terragon Group, a predictive MarcTech service that is helping African companies connect and reach customers more thoughtfully and effectively. On this episode of Marketing Trends, Elo explains some key differences between the African and American consumer, why email marketing is not a big driver for his customers, and how Terragon is using data and analytics across all channels to help its customers effectively reach its desired audience.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Sports and brands are synonymous with one another. The Boston Red Sox are known for the famous Citgo signs that resides beyond the Green Monster. The University of Oregon goes hand-in-hand with apparel and shoe giant Nike, and the University of North Carolina is tightly associated with the jump man himself and the Jordan Brand logo that graces its uniforms. There is no doubt that brands have made a lasting impact on fan bases everywhere thanks to sports.
“Brands have a really interesting opportunity to actually create traditions around game day that are synonymous with the brands and finding things that are meaningful to the brands and become great traditions. A carpet company rolling out the carpet for a team to enter the field, or a particular sign being reminiscent of the kind of offering that a company can bring, or a sponsor of a particular segment or kind of content that becomes part of a game tradition.”
But how brands become one with a university is a sticky topic. It requires identifying the right fit between brand and school or sport, implementing a proper strategy, and activating the sponsorship at the right time. With another year of collegiate athletics around the corner, Jennifer Davis, the CMO at Learfield, joined the show to discuss how the company brings big partnerships to life between brands and universities. Plus she explains how sports marketing has become a much more integral piece of the overall sales funnel. Enjoy this episode!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Kimberly Storin strongly believes that culture beats strategy every day of the week and that you can be the best strategic marketer in the world, but if you fail to build a sustainable culture, your strategy is irrelevant. It’s one of the reasons why when she joined the Zayo Group, she made a plan for her first 100 days, during which she would be relentlessly focused on making sure that within her organization, the sales and marketing teams remain aligned in their vision.
“The biggest impact that we're going to have is to get that sales alignment right off the bat so that we can see a great account-based marketing approach. The biggest win that we can have in the next six to 12 months will be to implement account-based marketing.”
Kimberly has extensive experience in enterprise technology, having overseen brand refreshes and strategy implementation at some of the world’s biggest technology companies — including Dell, AMD, and IBM. Now, as the CMO of Zayo Group, she helped to implement similar strategies. On this episode of Marketing Trends, Kimberly explains why having a strong ABM strategy is integral to the growth of Zayo Group, she also dives into why every marketing department should devote resources to its own creative services department, and how every new CMO can earn quick wins.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Every company has a secret sauce —it’s the differentiator that separates one company from the rest of the pack and keeps it successful long-term. For Juniper Networks, CMO Mike Marcellin says that secret sauce centers around how the company is getting its customers to actively engage with its product.
“How someone engages with a brand, with a company, is hugely important. 84% of [consumers] said that experience that a company provides is as important as its products and services. If you're a startup going into a completely new space and you're the only game in town, then the features and capabilities are there. But if you're in a mature industry where it's competitive, the customer experience must be there.”
On this episode of Marketing Trends, Mike explains how his team has evolved over the last few years to take a more data-centric approach to its marketing efforts. He also dives into how marketers can effectively use A.I. in their decision-making, and how organizations can reduce operational costs to improve their customer experience. Enjoy!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
In 2021, data flows from multiple pathways to a marketer's desk, and the insights generated from those datasets feels endless. But one thing is becoming increasingly apparent; despite the information you have on hand, it’s still never enough.
“33% of marketers say they are completely satisfied with their ability to use data and to create more relevant customer experiences. A third of marketers feel like they have the ability to use data, to create a customer experience that's relevant. Think about all the relevancy that we now have with the brand, to think that only a third of marketers think that they're able to do it. To me, that's the opportunity for marketers to figure out how to go from not just using data, but making it relevant to customer experience.”
On this episode of Marketing Trends, Edward McDonnell, the Executive Vice President and Chief Revenue Officer for Marketing Cloud at Salesforce, returns to discuss the future of marketing. Plus, he explains how remote work is enabling marketers to build the most talented teams possible thanks to software that allows them to succeed from anywhere. Ed also explains why it's time to focus on reskilling the modern-day marketer.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
For years, college athletes have racked up Twitter and Instagram followers due to their on-the-field fame, but despite these large followings, a quarterback known for slinging touchdowns was prohibited from slinging endorsements thanks to a system that prohibited athletes from profiting off of their image or performance. But this summer that changed, and with college athletes now able to profit off their name, image, and likeness, it’s left companies such as Captiv8, an influencer marketing platform, ready to hit the ground running with a new pool of talent.
“Scale for creators or athletes within specific verticals is pretty tough. It's hard to snap your fingers and get a hundred college athletes activated in minutes. Platforms like Captiv8 have made it easier to do that in the digital creator space. With creators that have been around for a while, you can go through specific verticals. With college athletes, it's a green field right now.”
Krishna Subramanian, is the Co-founder of Captiv8, and on this episode of Marketing Trends, Krishna goes deep into the weeds of influencer marketing and how these new opportunities with college athletes can help brands. Plus Krishna provides some dos and don’t for brands that are looking to partner with influences. Enjoy!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
End-of-life planning is something we often put off. After all, nobody actually enjoys thinking about what happens after they die or where their personal belongings will end up. But the truth is, you have to consider your options at some point. That’s one of the things that makes things tricky for Luke Sheehan, the CMO at Willful.co, a Canadian company that guides users through making their legal will online.
“What we really try to do [at Willful] is understand the life stages behind when people are most likely to need something like a will in their life. What we then do is try and understand what the consumers are going through in their mind as they make their decisions.”
On this episode of Marketing Trends, Luke explains why that process is challenging, and he talks about some of the ways he uses marketing tools to help ease the minds of consumers and gain their trust along the way. Luke also explains how a good public relations strategy can feed into effective marketing, and why it’s important to understand who your key stakeholders are in order to leverage their influence.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Sometimes the best marketing campaign is the one you never expected. In an age when every shareable moment matters, and getting consumers to engage with your product can feel tiresome, Ring has built an empire of smart-home devices off those shareable moments.
“Our marketing teams are very performance-driven in terms of where we're spending our dollars and certainly paying attention to things. [We pay a lot of attention to] shared voice and earned media engagement and we have teams that are really aware of what's happening and how those videos are really powerful in terms of delivering context behind our products and what they're doing.”
Founded in 2014, Ring has grown from its humble origins as a video doorbell into a full-fledged line of products and services that includes security cameras, smart lights and security systems.
On this episode of Marketing Trends, Mimi Swain, the Chief Revenue Officer at Ring, offers up examples of how Ring uses the shareable moments to build a community of loyal users and also expands on how Ring expanded its product line from a modest doorbell to a robust offering and the importance of showing up where your customers are.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Taking a customer-centric approach is difficult. It requires not only thinking differently, but also ignoring your own personal agenda for the greater good of the company. But putting the customer first also requires trust and it requires a top-down effort from everyone involved.
That’s why PwC’s remodeling of its business strategy is different. “The New Equation” as it’s called, is not just a motto, it’s an entire strategy based on the principles of building trust and helping PwC customers keep up with the pace of change. And the key to any successful marketing strategy begins with a top-down approach and a relentless focus on implementation.
“I don't think any strategy is perfect, nor do I think any strategy needs to be perfect. What needs to be far better is the execution of that strategy… All of our people fundamentally understand what we're doing, but it's the getting the confidence in that story and making sure that they really feel supported, bolstered and have everything that they need in order to bring that with confidence.”
On this episode of Marketing Trends, we caught up with J.C. Lapierre, Chief Strategy and Communications Officer at PwC, who offered up some insight into the steps PwC went through to implement its new three-pronged services model. Plus, J.C. explains why successful implementation means everything when you’re rolling out a new strategy, and how PwC is forging ahead with a customer-first approach.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Genna Franconi has been in digital marketing so long, she fondly remembers the day she pushed out the first Instagram post for Barbie. But social media marketing has changed significantly since those days. These days, lone marketers aren’t the ones worried about hitting send on a post at the right time. Instead, brands now have teams of social content creators who monitor trends and leverage a brand’s voice to get personal with consumers and entice and engage them at each point of the buying journey.
“For years we have been saying that brands do not need to be investing in organic content...That makes a ton of sense. But if you're trying to participate in a cultural conversation by throwing out content that is old school, those days are over. Now marketing is really sophisticated and marketers are using the channels to reach these audiences. We're not screaming through a megaphone. Now we’re laser-targeting people to give them something that's either helpful or educational within their buying path.”
Genna is the founder and managing director of Trade School, an integrated content shop that works with big brands such as Home Depot and FedEx. On this episode of Marketing Trends, she reveals just how the social media landscape has evolved from the wild wild west of marketing to an integral piece of every marketer's toolkit. Plus, Genna touches on the evolution of influencer marketing and why it’s important that every brand and creative agency understand why and how to effectively deploy a successful influencer strategy.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Usually, marketers are fighting amongst their peers to generate brand awareness in an already saturated market. How does a camera maker get its latest product to stand out from 15 similar devices? How does a new automaker enter a market to steal customers who might already be loyal to one brand or another? Every marketer has strategies in his or her toolkit for these types of moments, but what happens when you’re literally inventing a market and the only competition you have is yourself?
“We're a brand new product, and we're a brand new category. It's not about how do we get incremental sales away from a competitor and into the plant-based egg space. We have to raise awareness that a plant-based egg exists, that it's delicious, but it's called JUST egg.”
Tom Rossmeissl is the Head of Global Marketing for Eat Just, a company that develops and markets plant-based alternatives to conventionally produced eggs. On this episode of Marketing Trends, Tom details the trials and tribulations the company went through when developing its plant-based eggs, and he describes the uphill climb the company is still trekking as it continues building brand awareness and getting consumers to change their eating behaviors. He also reveals the influencer marketing strategies the company has deployed to help consumers make the switch to a healthy, sustainable, plant-based diet. Enjoy.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketers are always looking for ways to get their message across to consumers. Whether that’s trying to get them to stop scrolling long enough to watch an ad, or grab their attention quick-enough to prevent them from changing the channel, marketers are waging a never-ending war to get noticed. But instead of racing to get consumers to your web page, why not just target them when they are already in your store?
“All the other digital investments, you're just trying to get people to leave their house, or get out of their car, or leave the gym and go to the place to buy your product. We're talking to the people that are standing in the very place where they can buy your product.”
Paul Brenner is a broadcasting savant, with a quarter-century of experience in the radio and television industry. He’s watched from the front row how marketers have shifted their advertising spend from traditional broadcast inventory to digital platforms. Now, as the Chief Strategy Officer at Vibenomics, he’s helping those same marketers create a memorable in-store experience through out of home audio. On this episode of Marketing Trends, Paul describes why the audio you hear in-store is an often overlooked opportunity to grow product conversions. Plus, he explains why ecommerce is not the death of brick and mortar stores.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
For years the automotive industry has served as a beacon of America's thriving commerce industry. Now that once-thriving sector is facing a global chip shortage, which has caused automakers to slow production. With supply chains sputtering along,what does that mean for manufacturers such as GHSP— a company founded in 1924, with deep roots in providing automakers some of the key components used in everyday cars.
“ We're not able to necessarily provide the product that our customers are looking for. They're not always able to, to continue their production. You have the consumer still wanting it. And so it's been unique in the sense that we aren't really looking for a lot of work. We're just looking to fulfill the work that we already have in terms of certainly in our auto space and the markets and companies that we service.”
John Major is the Director of Marketing at GHSP, and on this episode of Marketing Trends, John details how GHSP is reinvesting in itself by building up its marketing efforts. John also provides examples of how the company is expanding its product offerings by jumping into the appliance sector, and he details the marketing strategies they are using to build brand awareness and to target potential customers. Enjoy this episode!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Not every marketing department has a large budget, and not every marketer has the endless resources needed to hire top-flight designers, editors, photographers, and videographers to create big-budget campaigns. So, what do you do if you’re a marketer that is confined to a strict budget? You do what marketers do and you get creative.
“What we're doing with Fiverr, we are building a super brand one step at a time, and one step after another. If you are limited with budget, and you need to be creative and smart and brave, this is where the magic really is. This is how we want to build Fiverr as a brand. We want to be a brand that people will talk about and marketers will talk about because they're going to learn from it.”
Fiverr originated as a website for quick five-dollar jobs, and has scaled into a two-sided marketplace for freelancers and job seekers, allowing marketers the opportunity to source quality work while trying out multiple freelancers.
Gali Arnon is at the center of it all, and as the CMO of Fiverr, she’s working to evolve the company’s image into a well-known super brand. On this episode of Marketing Trends, Gali discusses how Fiverr uses influencer marketing to organically push the brand’s presence on digital platforms, and she also details how a recent brand refresh is putting the company's old mantra of five-dollar jobs in the rearview mirror.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
We have a saying here on Marketing Trends, ‘marketing is meant to be remarkable.’ But what exactly does that mean? Does that mean marketing is great customer service? Or maybe remarkable marketing is advertising that sticks with you. Rob Willey, the CMO of Cheribundi, gave his take on what remarkable marketing actually is.
“The fastest way to make remarkable things is via innovation. Meaning identifying what consumers really want or need and catering to that in a meaningful and impactful way. Not every brand can do that, but I think if you start with the consumer, you're headed very quickly in the right direction. I think the wrong direction, which you see a lot of larger companies do is innovate for the supply chain. What can we make more of? What can we make better of? Does anybody even want better of that thing? And what that makes for is a lot of unremarkable products.”
On this episode of Marketing Trends, Rob takes a stand on why marketers should stop focusing solely on ads, and instead start aligning themselves with their brand’s views. Rob also dives into how Cheribundi launched a rebrand of its product in the midst of the COVID-19 pandemic by developing a better understanding of its power users and leaning into the strategies that separate Cheribundi from its competitors. Enjoy!
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The term, ‘content is king,’ has never been more true than it is today. But while marketers are racing to simply come up with effective content at the speed that consumers expect, there is also a struggle to produce and scale that content across all of the various channels that exist today.
“It's less about costs, and it's more about speed and agility. Our world has changed with the pandemic. We all realize that it's accelerated that change. We all live in a digital-first world and businesses need to adapt to that. They actually have to have the teams inside the business with the right tools to be able to build those experiences really fast and change those experiences on the fly and do it across multiple markets and multiple languages. It's complex.”
Bridget Perry knows a thing or two about helping marketers and creatives get access to the proper tools to get things done at the speed at which they require. Bridget served as the CMO of Adobe Europe when the company pivoted to a SaaS-based platform, and she is now the CMO of Contentful, where she is helping marketers push out all the content they need to at the pace and scale they require. On this episode of Marketing Trends, Bridget explains why headless content management systems are the future of content distribution systems, and she dives into the importance of creating a seamless customer experience that reaches your customers across all endpoints.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Let’s be frank: what your brand says and what it actually does are sometimes two very different things. With consumer expectations rising, they are now checking their receipts and making sure that the rhetoric stemming from a brand actually matches its actions.
“Consumers more than ever before, and customers more than ever before, look to make sure that what our brand is saying is what is delivered through every interaction and every touch point that they have in their experience. It's a promise, made promise mindset. Your brand is your promise that you're making, your customer experience is how you're keeping that promise through each and every interaction.”
Tyrrell Schmidt is the CMO for TD Bank, AMCB and Head of Global Brand for TD Bank Group, and on this episode of Marketing Trends, she discusses how TD adapts its marketing strategies to ensure they stay committed to the bank’s brand promise. She also touches on the unique ways TD continues to put the customer at the center of everything it does, and why the best way to attract new talent is to take a look internally. Enjoy!
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Consumers are different today than they were last year or even last week. Tastes constantly change, and if there is one thing marketers are frequently reminded of, its that there is no secret recipe to understand consumer trends in the marketplace. All you can do is look at the data, and what it says these days is that consumers are more focused on a brand's values than they ever have been before. They want to see transparency and have trust in the brands they buy from. As a result, companies like Vital Farms are at the forefront of many consumers’ minds.
“There's a general movement towards people wanting to eat real food and knowing where it comes from to trust that source. That's very much the mindset that we focus on. There’s a demographic, but more a mindset of people that are willing to pay a premium for products that they believe in and trust that are looking for brands that have values similar to their own.”
Scott Marcus is the CMO of Vital Farms, a company that prides itself on bringing ethical food to the table while being honest with customers about how that happens. On this episode of Marketing Trends, Scott explains why Vital Farms’ traceability program is helping the company reach these values-focused consumers, and he explains how to meet customers throughout the buying journey.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
We talk about brands a lot on Marketing Trends. From the relationship consumers have with their favorite companies, to the marketing strategies behind what makes them thrive. But while we spend all this time talking about brands, we don’t often talk about parent companies or the challenges they face when marketing a portfolio of multiple brands, each of which serves a very different demographic. Casper’s Ice Cream is one of those companies. Casper’s has outgrown the safety net of its beloved FatBoy ice cream sandwiches and now oversees three very distinct brands and products. What Casper’s had known and done for so long with FatBoy wouldn’t necessarily work with its broader product portfolio, so something had to change.
“When the opportunity came to launch those good-for-you products, it really was a real shift in mindset. We'd always kind of sat around and we were the consumers of our products, so we knew what the consumers wanted because we were that consumer. Trying to train ourselves and bring in experts on what the consumers of these other brands wanted was really us relearning everything we thought we knew. ”
Keith Lawes is the EVP and Corporate Secretary at Casper’s Ice Cream, a family-owned and operated company producing FatBoy Ice Cream Sandwiches, Jolly Llama, and Churnbaby Ice Cream. On this episode of Marketing Trends, Keith provides the scoop on how Casper’s utilizes influencer marketing strategies to push its brands to various target audiences, and he explains why the company continues to lean into national advertising to grow the business. Enjoy!
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In an ever-changing landscape mixed with rising customer expectations, a flurry of new channels to play in, and endless amounts of marketing tools, developing a marketing strategy to meet a company's ambitious growth goals can be trying.
“The fast acceleration of change puts a lot of demand on brands and clients to make sure that they're up to date on the best path forward.”
Melissa Dorko is the Chief Growth Officer at Wunderman Thompson, a marketing agency that prides itself on helping some of the world’s biggest brands think outside the box. On this episode of Marketing Trends, Dorko helps tell the story of agency marketing, and how they partner with clients to inspire growth utilizing unique marketing strategies that put an emphasis on data and technology. Enjoy!
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
By now you’ve probably heard a lot of our guests talk about the need for marketers to have a 360-degree of their customers. But that begs the question why? What makes up that 360-degree view and what benefits does having all this data actually do for your business?
“[Data] is no longer just a marketing function it's the whole enterprise.It's real estate it's where do I open stores? Where do I close stores? It's merchandising, what products should I sell? How should they be priced? How should they be displayed? All relying on real-time data. What's happened is the CMO’s role has become much more central.”
Jonathan Silver is the CEO of Affinity Solutions, a data-led intelligence platform that uses purchase signals to help marketers make better decisions. Jonathan and his company are putting all that data to good use and on this episode of Marketing Trends, he explains how. Jonathan dives into what those purchase signals are and how they are helping marketers compile a 360-degree view of their consumers' behavior. Plus, he reveals what the next phase of personalization is and how marketers can attack it.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In the security realm, no one person or product can fight cybercrime alone. And for marketers, no one product or tool out of a MarTech stack can singlehandedly deliver the experience and support that customers require in today’s digital world. That’s why even for a company such as McAfee, which helps users fight off some of the internet's worst bad actors, there will always be a touch of human interaction in its marketing efforts.
“As much as we can use digital, we can be data-driven, we can use A.I. in some places, but there’s still a reality that there's a human factor and the human factor is that customers are fluid. They don't stand still, people move all the time. Our competitors move all the time. There's still for us a human aspect. So that's where we're trying to put focus is how do you operationalize that human piece, so it's not just about having access to data, buying access to data, and having a really good digital story. You need a human story still. We still need human beings engaging with human beings.”
That’s Lynne Doherty, EVP of Global Sales and Marketing at McAfee and on this episode of Marketing Trends, Lynne dives into what the future MarTech stack will look like, how McAfee is developing strategies to create a single source of truth when it comes to its data strategy and the challenges of navigating a rebrand while simultaneously being an advocate for your customers and meeting business goals. Enjoy!
Main Takeaways
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It's time to reconnect at Connections 2021! Hear from Marketing, Commerce, and Digital Visionaries who’ve created bold experiences with Customer 360 and learn how to be a successful marketer from anywhere. Sign up now for FREE at bit.ly/SalesforceMarketingTrends
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketing today is about being data-driven and understanding who your customers are. Developing a holistic view of the customer is about to get harder, though, thanks to a new world we’re all about to enter: a world without cookies.
“If you are really heavy on third-party data, then you are going to be impacted the most. If you have built a good first-party data strategy and have enough data, you can survive longer. Based on my experience, third-party data wasn't always working or effective. The best way to navigate this is to start building up your first-party. This may be complex for some, but if they start small and slow they can still catch up.”
Meet Mazen Mroueh, Head of Global Digital Factory for Frieslandcampina, one of the world’s largest dairy factories. On this episode of Marketing Trends, Mazen tackles the tough question of how marketers can best prepare themselves for a future without cookies and what it will take to build up their first-party data.. Plus, Mazen shares his outlook for what marketers can expect in a post-COVID world and why there is no view quite like a 360-degree look of your customers.
Main Takeaways
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It's time to reconnect at Connections 2021! Hear from Marketing, Commerce, and Digital Visionaries who’ve created bold experiences with Customer 360 and learn how to be a successful marketer from anywhere. Sign up now for FREE at bit.ly/SalesforceMarketingTrends
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketers constantly talk about knowing what your unfair advantage is. For small CPG manufacturers, which are often the driving force behind industry innovation, turning that unfair advantage into a profitable business strategy takes a lot of work and quite a bit of finesse, too.
“As a small company, you need to double down on what you're good at. A lot of companies try to move too fast and want to have ideas across the board. Ideas are great, but you've gotta be able to execute and build a program behind it, and build loyalty behind it before you try to explode nationally or explode across a number of categories.”
Executing on those big ideas when you’re a small business strapped for data can be near impossible. After all, how are you supposed to know what’s working and what’s not? That’s where Andrew Criezis, Chief Strategy and Product Officer at Byzzer, comes in. Byzzer helps small and medium-sized businesses take action while making more data accessible to small CPG businesses. On this episode of Marketing Trends, Andrew explains some of the industry trends within the CPG space that data is helping to detect, how they are helping SMBs identify that unfair advantage, and how data is helping companies not just understand consumer behavior, but market to their lifestyle.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
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This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
The role of a marketer really is as simple as Jennifer Mathissen says it is.
“My job, and really most CMOs' job, is to be the primary advocate for the customer.”
Jennifer is the CMO of Santander Bank in the US, and while her assessment of a marketer’s job sounds simple, there’s more to it than meets the eye. A marketer has to provide a story behind the compelling products and services that make up a brand, and a marketer has to create the space that makes it possible for a consumer to build a meaningful relationship with your company. On this episode of Marketing Trends, Jennifer goes deeper on the intricacies of the role of marketers and CMOs, and she explains how to properly build a marketing culture that cultivates passion and creativity. Plus, Jennifer discusses why your marketing efforts should never feel transactional.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
Randy Frisch wants you to know something: he doesn’t hate content marketing. Randy just believes that if you’re going to invest your time and resources into something, you should make it memorable.
“The idea there was not that we shouldn't create content. It wasn't that I hate content marketers. It was more so that there's no value in creating all this content if it's not going to get used, and if it's not going to be found.”
Randy is the CMO and Co-founder of Uberflip, an experience marketing platform that is empowering marketers to create remarkable content by surfacing the right thing at the right time. On this episode of Marketing Trends, Randy discusses what content experiences are and how marketers can better leverage their content to create lasting impressions on their buyers. Plus, he explains why your personalization efforts are not as good as you think they are.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
Much like photographers utilize various lens lengths to create different perspectives, marketers have a bevy of different tools at their disposal to create and present different yet equally memorable customer experiences. But if you ask Joy Corso, CMO of Vonage, the view that matters the most is the one the customer sees, and that’s where marketers should be pulling focus.
“We're here to deliver solutions to our customers. That's why we're in business and when we do our jobs well, that results in solving that pain point, and it results in a better outcome for our customers.”
But in order to put customers first and to see things from their point of view, marketers must have a grip on their tech stack and how it affects the customer journey from top to bottom. On this episode of Marketing Trends, Joy pulls back the curtain on how Vonage uses its marketing tech stack to create lasting and memorable customer experiences. Plus, she reveals why your MarTech stack is the secret sauce to customer success if used correctly.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
In 2021, every marketer is trying to crack the code of who their customers are. What makes them tick, and most importantly, what will make them need your product? But what happens when every one of your customers has a different use case for your product? There’s no one-size-fits-all approach for that situation, so how do you tailor your message to fit their individual needs?
“Getting to know customers is a really critical function for any marketer, and it's something that I encourage across my entire team, regardless of role, you need to get to know the customer.”
Jeff Boehm is the CMO of Formlabs, a professional 3D printing company that is pushing the boundaries when it comes to what can be printed. Formlabs sells to companies across various industries, from dentists to engineers, to architects, so finding a message that works for everyone can be a daunting task. On this episode of Marketing Trends, Jeff explains how Formlabs is getting to know its customer base by implementing a data-driven marketing approach, and he gets deep on the importance of personalizing your marketing messaging to resonate with the customer.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
When you think of out-of-home advertising, your mind probably drifts to those aging billboards you see passing by along the highway. And while those old-school relics do fall into the realm of out-of-home marketing, there is actually much more to it. Essentially, the term out-of-home advertising can be applied to anything that can be used as a marketing canvas. Mobile devices, Time Square, digital signage, you name it. And for marketers looking to optimize their ad spend and target specific audiences, out-of-home advertising has become a necessity.
"The notion of being able to attribute value to out-of-home exposure is something that is really driving that interest....There's an ability of the out-of-home media to actually deliver a very powerful amplification effect on other types of media, so we're creating this very diverse marketing mix where out-of-home is being introduced into the digital paradigm. It is a very different type of media, but it has this tremendous effect of being able to double once-off display mobile CTV, et cetera. So that is obviously very, very attractive and very compelling for omni-channel and digital buyers."
Meet Kate Goldvasser, the Head of Programmatic for AdQuick, which many believe is the easiest and most efficient way for marketers to buy outdoor advertising. On this episode of Marketing Trends, Kate dives into the intricacies of programmatic marketing, including why programmatic marketing is forcing the industry into a more measurable and effective type of advertising. Plus, Kate describes how AdQuick is bringing transparency to outdoor advertising.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
Missed deadlines, delays, and projects that never see the light of day. These things are the bane of any marketer’s existence, but they are the common obstacles that arise with any kind of project. The true challenge of marketing is much deeper than that.
“The biggest challenge of marketing is to build brand awareness of your product or service in a way that resonates with customers to the point that they cannot live without your product. It doesn't matter if you're selling to consumers or businesses, you need to utilize technology to be able to answer questions at all hours of the day and night so customers don't leave your site to head over to a competitor.”
Those are the words of Jennifer Sabin, the Director of Content Marketing at Capacity, and it’s her belief that to solve that big challenge, marketers need to be laser-focused on two things: customer acquisition and retention. On this episode of Marketing Trends, Jennifer explains what she means, and she also details why an agile approach to marketing is the best way for marketers to keep up with demanding workflows.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
There is one simple tip to keep in mind when it comes to brand building: know who you are and what your mission is. That’s advice from powerhouse brand builder and VP of Brand Experience for Fjällräven, Jean-Marie Shields. As she explains it, when you have those core tenants down pat, the rest of your marketing can flow naturally.
“We're a 60-year-old company and our whole mission is very simple — it's to inspire people to walk with nature. In marketing or branding, we use that message for everything we do.”
Throughout her career, Jean-Marie has worked with some of the world’s most well-known brands, from Nike to Lululemon, with a stop at Starbucks in between, and she’s helped grow some of the world’s most loyal customer bases through the power of storytelling and mission building. On this episode of Marketing Trends, Jean-Marie tells us those stories, and she delivers key insights on why branding and messaging is a two-way conversation between brands and consumers. Plus, she explains how Fjällräven’s ability to be flexible in its messaging paid off big time in 2020 and she gives a look at what’s ahead in 2021.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
We hear all the time that marketers at their core are storytellers. And there’s no better way to sell your product than to put a story behind it. But what if your product is not really a product? What if the product is simply just analytics? How do you brand that experience? Jim Sinai was presented with that very challenge when he helped launch Einstein, Salesforce’s A.I. for CRM, and he said there were two key things that stuck out about that experience.
“There's two actually really important lessons for all the marketers out there. One, research is important, but having a gut and a conviction is also important. Marc had this instinct that it needed to have a persona and it needed to be identifiable and it needed to be something that people could look at and grab onto. The other was that you've got to pitch the story. You can't tell the story when you're trying to sell someone on something that it's right or wrong, you can't just tell them why, you’ve got to go into pitch mode as though you're talking as you're selling the story to the press.”
While Jim is fond of his days at Salesforce, he’s now the SVP of Marketing at Procore, a company that is making waves in the construction industry by helping companies get things done quicker, but most importantly on time. On this episode of Marketing Trends, Jim dives into what is making Procore stand above its competitors: including how to best understand and relate to your customers, and why every marketing strategy needs to start by identifying your unfair advantage.
Main Takeaways
---
Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
There’s a saying that the most powerful mechanism we have to motivate, to inspire, and to educate is storytelling. And the purpose of storytelling is not to tell you how to think, but to give the listener the tools to draw conclusions, which is why storytelling has been such a useful tool for parents, teachers, and educators of all kinds for centuries. Both adults and kids can understand and learn from stories, and the old school method is making a comeback. Meet the Toniebox, a loveable little storytime friend that’s giving kids an alternative to screens by putting the power of storytelling back into their hands.
“If you're a child trying to make sense of the world and trying to learn and grow, what better way to do that than to put hundreds of stories in front of them, to see how other people came across obstacles and had to use creative thinking to overcome challenges. From that sense, it's very empowering and it's very immersive in helping a child grow their imagination.”
Drew Vernon is the U.S. Marketing Director for Tonies, an audio storytelling box that introduces children to the wonders of narrative long before they start reading. On this episode of Marketing Trends, Drew dives into his marketing strategy for bringing an internationally-loved product stateside and why marketing storytelling is a winning strategy. Plus, he discusses the importance of having reliable characters and intellectual property that customers can connect with,, and he details how to conquer the biggest obstacle right out of the gates when you convince the customer to buy the product and keep coming back for more.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
Stacey Epstein is a fierce competitor, relentless marketer, and a woman who flat out understands SaaS. Part of that competitive fire is what has led her to be a four-time, first-team all conference soccer player during her collegiate years at Emory University. And that relentless attitude is what’s helped her succeed in the roles of CMO and CEO. But no matter how much hustle you have, don’t get those C-level titles without fully understanding every ounce of your business.
“As a marketing leader, I would never want to work at an organization where someone just says, here's a product, go market it. When you get to the C-level, you're part of the decisions about where the company's going. By the time you get to the tactical part of launching a product, I've been part of the whole process and so I already understand the value proposition. I already understand why this is going to be a powerful solution for the market. I already understand how a rep can be successful selling that. So I would encourage anybody in marketing to think that way.”
On this episode of Marketing Trends, Stacey, the Chief Marketing and Customer Experience Officer for ServiceMax, details successful go-to-market strategies that her team followed when launching ServiceMax 360, and she explains the importance of getting to know your customer at all levels in order to create the most effective and seamless customer experience possible.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
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This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
We’ve talked a lot on this show about how today’s marketers are consumed by data. After all, it’s how you get a better picture of who your customer is and how you get a clearer understanding of what’s working and what isn’t across your channels. But the real question is how are you turning all of that data and all of those insights into action that has a measurable effect?
“Data isn't this thing that you look at every now and then, it's just something that becomes part of your everyday workflow.”
Those are the words of Jay Wilder, Vice President of Product Marketing for Marketing Cloud at Salesforce, and on this episode of Marketing Trends, Jay dives into some of the ways that he has seen marketers optimizing data recently. He also gives an insider’s look at the latest Marketing Intelligence report, which analyzes the trends that are driving performance in 2021. Jay touches on everything from how the rapid shift to digital impacted customers’ expectations of companies and their behaviors, to how this digital-first world has led to an increasingly more complex marketing analytics landscape and he explains why the data we have now is not coming in fast enough.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
ROI no longer just means return on investment. Today, it also stands for revenue operations intelligence, which is all about how insights meet education and algorithms are used to help marketers target key personas in order to get ahead of the competition. It’s a game-changer, and People.ai CMO, Justin Shriber describes it as the ultimate tool for marketers.
“It's the needle and the haystack problem, and we now have metal detectors that make it a lot easier.”
People.ai is an intelligence platform designed to help enterprises align their sales and marketing goals through the assistance of A.I. in order to solve those tricky problems. On this episode of Marketing Trends, Justin explains what it means to be the CMO of the company, and, he details how marketers should be using A.I. to help them with key tasks. Plus, he talks about how user-generated content has changed over the last five years, and he reveals the role experiential marketing should be playing in your overall marketing strategy.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
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This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
In an ever-evolving world full of raw and untapped potential, brands require a CMO who can keep up and take charge. That’s why when VICE Media Group was in search of its first Global CMO, Nadja Bellan-White was at the top of the list. For more than a quarter century, Nadja has used her voice proactively to challenge brands to think differently, think creatively, but most importantly to think about how they can make an impact in their communities.
“My belief is I've worked around the world, and I've always been about being the change. I'm not just going to sit back and complain about something. I'm going to be part of the change, or part of the action. If I want to have a say in how people are portrayed, and in a fair and equitable way, I need to be at the table to help drive some of that change.”
On this episode of Marketing Trends, Nadja details why she was excited to accept the challenge of running a marketing team trusted with pushing VICE’s vast portfolio forward. Plus, Nadja details why marketers are in the midst of a renaissance and must alter the way data powers their decision making.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
What kind of power can a World Series ring wield? Think of it like this: For nearly a century, no sports franchise dealt with, more frustration and heartache than Boston’s beloved Red Sox. The brand was known for the famed curse from the deal that sent Babe Ruth to the Yankees and a bouncing ball that squeaked under the glove of Bill Buckner. Sure the Red Sox had Fenway Park, the Monster, and Pesky’s Pole. But you don’t play the games to dance in the shadows of your competitors — and you don’t sell tickets that way, either. You play to win, and winning sells.
That’s Adam Grossman, the CMO of the Boston Red Sox, one of Major League Baseball’s most iconic, prideful, and long-tortured franchises. But also one of the most popular and in recent years, one of the most successful in the win column and in the marketing world. Adam joined the club in the spring of 2004, just before the club’s run of four championships over a 16-year window, and just before Curt Schilling’s bloody sock helped will them to their first championship since 1918. And during that time, the club’s image has changed dramatically, from loveable loser to perennial champion. While success on the field plays a big role, sports franchises are responsible for their own brand, and when you’re the Red Sox, being entrusted with that brand is a major responsibility. In this episode Marketing Trends, Adam breaks down the ins and outs of stewarding a sports club’s marketing efforts, how baseball must continue to reinvent itself to appeal to a younger generation, and why managing the customer experience outside of the ballpark is a growing challenge.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
Data, data, data. In 2021 it’s all you hear… especially if you’re a marketer. Whether you are taking calculated risks to ensure campaigns are rooted in what the data is telling you, or conducting massive rebranding campaigns, just about all of your activities are rooted in analyzing the numbers and mitigating risks. But data these days is more than just numbers and graphs on a spreadsheet. It comes in all shapes and sizes and can be used to build a valuable connection between brands and consumers. And that’s where Lisa Giacosa comes in.
“What gets exciting when you're on the agency side is that you can look at understanding consumers' entire spectrum across multiple touch points, across multiple products and services, and start to stitch those journeys together and think about alliances and the way that you can bring things together. We've been able to go to our clients and say, we know that we can measure this correctly. And we know that we can get this to a point where we can give you a guaranteed outcome against what's going to happen for your business.”
Lisa is the President and Global Head of Data, Technology, Analytics, and Insights at Spark Foundry, a global media agency that’s all about bringing the heat to brands by driving higher engagement, affinity, and transactions. Lisa helps make that happen by guiding brands to take calculated risks through the power of data strategy and technology. On this episode of Marketing Trends, Lisa details what that looks like, and she goes deep in one particular area that is on the cusp in the marketing world: TV attribution..
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
---
This message is brought to you by Salesforce.
Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.
Salesforce can help.
We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.
Salesforce. Market to every account. Speak to every buyer.
Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer
Sometimes marketers can be too nice, or too respectful, or honestly, just not bold enough to either go wild or just say no. After all, the primary goal of any marketing team is to serve the clients’ best interests, but what if what the client is asking you to do is wrong? Or just too vanilla? Sometimes, the answer is to have the courage to think outside the box.
“I love crazy ideas. The crazier the idea, the better. That's where true marketing genius comes from is the crazy things where you go, ‘Well, what if we could… and then let's figure out how we do it.’ So I always tell them, we live in a world today where there's very little you can do besides posting something inappropriate on social media that can't be taken back and that you can't stop from a digital perspective. So you have a lot of flexibility to test out ideas, to come up with a concept, run with it and see if it works.”
Stephanie Cox has made a career in thinking outside of the traditional marketing constraints. What others might perceive as an obstacle, she tackles head on. She is a modern day marketer with a no-holds-barred, just-get-it done mentality and she joined Marketing Trends to discuss her role of VP of Sales and Marketing at Lumavate, a company that is helping marketers create apps using low-code. On this episode, Stephanie details how Lumavate pivoted from a sales-led approach to one focused on product, and she gives out some tips and tricks for leveling up the customer journey, and how she flat out gets things done.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Automation is hot. It’s new, exciting and it’s sexy. And let’s be real for a second, everyone loves it when their job gets just a little bit easier. Every day, new tools are added and implemented into the modern marketing stack, and personalization tools and chatbots are being used with more and more regularity But how can we optimize those tools even more? What does the optimal marketing tool look like?
“The most overlooked thing is people forget that people are human. They use automation to make a bunch of robots, and I don't know about you, but I don't like hanging out with robots, I like hanging out with people. And if your marketing makes me feel like I'm a human and I'm interacting with a human, I'm usually going to be much, much more engaged.”
Dan McGaw is the founder and CEO of McGaw.io, a company that focuses on helping marketers get the most out of their technology stack. On this episode of Marketing Trends, Dan details how marketing tools can and should become more human, and he explains the key obstacle that prevents marketers from having a clean revenue-generating funnel. Plus he reveals the one big tweak every marketer should make to their SMS channels to drive better results.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There are a few things in life Chris Thomas loves: The first is a delicious slab of ribs sitting on his dinner table. The second is playing the harmonica. And lastly, Chris lives to help small businesses find their voice and their audiences, and he does that through his agency, Yonder. Chris started Yonder in his basement and has grown it into a full-fledged agency that companies of all shapes and sizes trust to help them with the most fundamental of problems: finding their audience.
“Every time [clients] walk in the door and they're like, ‘We can't generate leads, or nobody knows who we are.’ I'm like, ‘Well, who's the audience? Who are you trying to reach?’ That's really the biggest [obstacle] for everybody. You're a boutique for women over 45 and you're on Facebook trying to market to 50-year-old dudes. That's not going to work. And once they figured out their audience, the rest is easy.”
On this episode of Marketing Trends, Chris explains his passion for helping SMBs discover their audience as well as their own brand identity. Plus, he details some of the best strategies for how companies can retool their SEO approach, and he reveals the reason you should never equate retooling your brand with fixing the nuts and bolts of your business.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Cutting the cord is not new, it’s just getting more popular as companies such as Netflix and Hulu, which have each been around for more than a decade, continue to rise. But as consumers continue ditching traditional broadcasting platforms with more frequency, brands are being forced to find new ways to reach their audience, and one way they are doing that is through connected media devices and CTV. Unlike traditional broadcasting platforms, which offer a limited amount of commercial inventory per show, CTV is providing brands more flexibility and thus, more opportunity.
“When you think about what's possible in this new digitized version of TV, and when you think about the fact that more and more consumers are cutting the cord, it allows you to secure more reach than ever has been available before through connected television and online video inventory, but it allows you to be more specific and targeted in how you buy that connected inventory.”
But how brands distribute to platforms and reach their target audience is the challenging part. Stephanie Geno, the Seniior Vice President of Marketing at Innovid, is here to help. Innovid is an online advertising technology company that offers distribution and management of digital ads and on this episode of Marketing Trends, Stephanie dives into how the company is harnessing CTV to change the ad game. Plus, she discusses best practices for targeted advertising, and why personalization is a great tool, if you can get past its downsides.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
2020 will forever be remembered as the year of a once-in-a-century pandemic, but it should be recognized that it was the year we all got reacquainted with our homes. From streaming a late-night movie in the living room, to hopping on early-morning conference calls in our home offices (or closets or spare bedrooms), in 2020 our homes were asked to do it all. Almost a year ago David Marine, the CMO of Coldwell Banker, joined Marketing Trends to detail the company’s ambitious rebranding strategy and he’s back now to update us on how it all worked out.
“2020 was going to be the year of the rebrand, and what a great year it was going to be with all these plans. And as you know, 2020 happened to all of us. So things had to change, but here we are a year later and I can honestly tell you with a straight face that 2020 was actually the perfect year for Coldwell Banker to rebrand.”
Things may have worked out for Coldwell Banker, but it wasn’t easy. Campaigns had to be altered, messaging and digital strategies were scrapped and shifted on a dime, and David was along for the ride every step of the way. On this episode of Marketing Trends, David tells us what it was like, he details the wins and losses of 2020 for Coldwell Banker, and he dives into how marketers can be agile in their digital efforts so that they, too, can rebrand or adjust when the time calls for it.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketing is all about trends, what’s hot and what’s not. What’s trendy and what’s a thing of the past. After all, the name of this show is Marketing Trends. And to be the best in the field, you have to grasp what sticks. But while marketers attempt to chase the hottest new thing, their jargon is often filled with buzzwords. Daniel Incandela is the CMO of Terminus, a company built on the backbone of ABM, and he had to learn first-hand that not everything — including the term ABM — is just a turn of phrase and that there is real merit to some buzzy ideas.
“At first I had a certain level of disdain for ABM. I thought it was another buzzword coming through, and what I've learned over the years, and certainly now, is a lot of people associate account-based marketing with just targeted ads. That is certainly a component of it. But if [targeted ads] is the expectation of ABM, then you're never going to see the full value of it.”
On this episode of Marketing Trends, Daniel details new strategies for how ABM marketers can stick out from their peers and move past the bias that might exist around account-based marketing. Plus he digs into why storytelling is the backbone of any successful campaign. And he updates us on his new role with Terminus and how he approached his first 90 days.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There’s no doubt that metric reports are valuable for marketers. After all, those numbers offer insights that greatly influence decisions around where a company should be spending its money. But what happens when two completely different programs, such as an NBA game and network television drama, draw similar audience metrics? How do you differentiate the two? Or does it not really matter? After all, if both programs are drawing the same number of viewers, they have to be equivalent, right?
“There's a number of variables that you would look at to evaluate whether something is meaningful, but it all depends on what the consumer target is that you're looking at. So you can put in any variables that you want to decide what they are, such as which program you would choose, but you're not just looking at spots and dots like we have in the past. You're evaluating that programming based on whether it will resonate with the audience, and whether it's in the right context for that audience.”
All those spots and dots, they are important in their own right, and on this episode of Marketing Trends, Erin Flaxman, Global Chief Growth Officer for Havas Media Group, explains why. Erin discusses why it’s important to dive deeper into all the numbers on your metrics report in order to better understand your target audience. Plus, she gives some practical tips on how brands can create meaningful content based on what the metrics reveal in order to more fully connect with consumers.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Let's be frank: the app store is overwhelming. There are far too many options and too many barely-differentiated apps. When everything looks and feels the same, how can you possibly stick out? The key, you already know, is advertising. But these days you can’t just put out a banner ad, or stick an ad on a landing page or a newsletter and expect to see success. You need strategies that go one step beyond just getting a download, but instead lead to deeper conversions. To do that, you need to do a bit of Inception-style marketing.
“When you have millions of apps that consumers can choose from, being able to advertise to users and other apps to create awareness and get them interested in engaging in our app becomes super important. You can't just create a good app and throw it out there and hope for the best. You really need to support that through effective advertising. And if you've got an app, you're going to want to be advertising your app inside of other apps.”
Those are the words of Dennis Mink, the Vice President of Marketing at Liftoff, a one-stop-shop for programmatic user acquisition. On this episode of Marketing Trends, Dennis details effective strategies marketers should be using to get the most out of their apps, and why your KPIs have to be more about conversions and engagements and less about downloads.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Eric Siu likes to say he was never successful athletically. And while he might have struggled between the lines, there was one arena in which he thrived: the digital one. Eric always found comfort when it came to video games, where for years, he dominated as a successful esports player. For Eric, success in gaming was rooted in the mindset that failure was his and his alone, but that regardless of the struggle, the next level was always within reach..That mantra is something he still follows today.
“I think marketers have to understand that there are levels to everything, and there are levels of your career, there are levels to when you're working out, and there are levels of games. If you can reframe life into a game, if you can reframe business into a game, it just becomes a lot easier and a lot more fun.”
Eric is an investor, founder and advisor to companies. He is also the Chairman of the digital marketing agency, Single Grain. On this episode of Marketing Trends, Eric dives into what it means to have a leveling-up mindset and some of the steps that marketers can take to move up in their careers. Plus, Eric details the two key areas marketers should be honing in on when it comes to optimizing their website.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
If you’ve ever flipped on an NBA game in the last few years, you’ve probably noticed one small little detail embroidered on the left shoulder of your favorite NBA superstar. A logo. Sponsorship opportunities are plentiful in professional sports, and the relationship between a team and the community in which it plays is a critical aspect to take into account when it comes to their jersey patches and what brand gets that prime real estate. The Orlando Magic partner with Disney, the Milwaukee Bucks stay true to their roots and have a relationship with Harley Davidson. For the Charlotte Hornets, which are owned and operated by basketball’s biggest star, Michael Jordan, the partnership it has with LendingTree is rooted in the brand’s history in the community.
“Sponsorships are more of an investment in the greater good of the community and the long-term relationship with your consumers…. You make the investment with the understanding that you're going to get unaided awareness and aided awareness. Aided awareness is seeing the logo on your chest. You see the benefit and aided awareness from that logo being on their chest, and when they're on television. When you see those jerseys in there, it's spread across the country. The unaided awareness, that's a bit slower. And we've just determined that the value of those points over time, coupled with the things that we're going to do offline is where the value lies.”
Cornell McGee is the Senior Vice President of Marketing for LendingTree, an online loan marketplace based in Charlotte, North Carolina. On this episode of Marketing Trends, Cornell opens up about the company's long-standing relationship with the Charlotte Hornets and the value that brings to the brand and its customers. Plus, he explains how marketers need to be thinking about partnerships more generally, and how every marketer can deliver high-value content to their consumers.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Here’s the deal, customer service gets a bad rap, but the truth is that when done well, solving customers’ needs is awesome, and when you can actually give them a good experience and make their day, that’s just icing on the cake. Reaching that outcome takes work, though, and the market for how customer service outsourcing is conducted has been changing over the last few years. Companies such as Alorica are emerging in this industry thanks to its ability to adapt to the changing landscape of our world and deliver a service that takes some of the hard work out of the customer service process.
“The market for customer service outsourcing is changing dramatically. What has been a fairly well-established model — where we could operate call centers on behalf of our clients and manage that customer experience more effectively — is getting disrupted. And a big part of that is the way that technology is supporting more personalization, new channels for customers to engage with brands, and thinking through how to bring together a value proposition that takes a massive distributed labor force and enables them with technology that then delivers an outcome, utilizing proven processes and techniques.”
Those are the words of Colson Hillier, the CMO of Alorica, and on this episode of Marketing Trends, he discusses the radical shift in how large scale customer service departments — such as call centers — are being forced to alter their format and where Alorica comes into play. Plus, Colson details how personalization efforts continue to put the customer experience at the forefront of every decision.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
More than likely you’ve come across your favorite YouTuber dropping their favorite line, “this episode is sponsored by [Insert brand name here].” And while that tag might be an annoying sidetrack to the content you came for, there is something bigger at play with that message than what you see and hear on the surface, especially to the marketers who set up that sponsorship.
“The feel of your brand coming out of the mouth of somebody who has a respected audience is valuable. It's better than just appearing on a no-name editorial or piece of content. It's better if it touches them more. So that's the foundation. That's the underlying principle of why that potential reward is dramatically outsized. ... when you have a hit, you hit big.”
Those are the words of Daniel Conn, the CRO and Co-Founder of ThoughtLeaders. Daniel joined this episode of Marketing Trends to discuss why marketers are suddenly starting to look at sponsorship opportunities as a separate and valuable channel, and he breaks down why the right-partnership, paired with the proper voice, can have endless opportunities for your brand.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Jonathan Yaffe is not joking when he says our economy is changing. No, he isn’t talking about the rise and fall of the stock market or the way consumers distribute their money. What he is talking about is a culture shift, from a things economy to one focused on experiences. Jonathan knows this because he saw it shift first-hand during his days with Red Bull, where he learned the power of experiences, but also the deficiencies within the experience industry — especially when it came to ROI.
“We were spending billions of dollars a year on experiences and it clearly worked. But what drove me absolutely crazy is that we had no data. We had no ROI. We believed that we were changing people's behavior by creating these massive large-scale experiences all over the world. But we had no idea how they were actually working real-time.”
On this episode of Marketing Trends, Jonathan, who is now the Co-Founder and CEO of AnyRoad, discusses why it's time for marketers to stop focusing on their products, and instead think about r how to turn their brand into an experience that will drive lasting lifetime value. Jonathan also details wheat makes for successful experiential marketing strategies and which companies are doing it best.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Matt Epstein was three years removed from his days at UCF when he decided he’d finally had enough of the job-hunting process. Endlessly sending out resumes without as much as a response had worn him down and he had to take a hard look at why, as a marketer, he couldn’t make himself stand out. marketer, So he changed his strategy and instead of doing what everyone wanted him to do, he pivoted and took a risk.
“If whatever you're doing, you're not feeling a little uncomfortable, then that means you're not taking risks. And the worst thing you could do as a marketer is not take risks. If you're not zigging while everyone else is zagging, well then guess what? You're not going to stand out. And the worst thing you could do as a marketer is not stand out.”
The risk Matt was about to take meant he’d use his entire life savings on one specific campaign: to market himself to tech giants such as Google by using a clever website, GooglePleaseHire.me, which was complete with a video resume designed to make him stand out. Believe it or not, Matt didn’t actually get that job at Google, but the risk still paid off and on this episode of Marketing Trends, Matt explains how. Plus, Matt details how the early marketing strategies he used helped lay the groundwork for his future campaigns, and how marketers should be taking risks these days.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Ushering a company through a rebrand is a daunting enough task. Now try walking that tight-rope when your company is pivoting from a non-profit impact-driven organization to a for-profit company focused on making sure its clients receive accurate data to power their A.I. Sounds challenging, right? A.I. has become something of a buzzword in marketing circles, the technology has merits if you understand what it needs to make it successful.
“There is an idea that without that data artificial intelligence wouldn't exist. There's synthetic data creation, and there's now models that can train off of very little data. But at the highest level, A.I. just doesn't exist without training data. And quite honestly, trading data at this point, doesn't exist without a massive human workforce. And that workforce is often overlooked.”
Those are the words of Heather Gadonniex, the VP of Marketing and Strategic Partnerships at Sama. She is a marketing and data expert with a mission to deliver actionable data to power marketers’ ambitious A.I. goals. On this episode of Marketing Trends, Heather discusses why marketers need to know where their data is coming from in order to know how to properly use their datasets. She also shares stories on how she helped Sama pivot from a non-profit organization into the world of for-profit business, the challenges of their rebrand and the importance of impact.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In her years of experience as a marketing analyst and advisor to the C-Suite, Erna Alfred Liousas has worked with businesses of all sizes. From small SMBs to large enterprises, she’s seen it all. And it’s through these interactions with marketing departments of all sizes that she found clarity on all the areas where marketers are struggling most, including where a marketing team is most-frequently struggling in designing the customer experience.
“Marketers are recognizing that customer experience consists of numerous touchpoints, including all of the ones that marketing owns. The true definition of customer experience is the perception that customers have of an organization. And that perception is formed by the interactions across all of the brand’s touchpoints. So it's not just marketing. It's not just a product. It's not just service. It's everything.”
Erna is the founder and CEO of U*Realized, and on this episode of Marketing Trends, she discusses why marketers need to start placing a greater emphasis on customer service and the feedback loops those interactions provide. She also discusses how messaging specificity can make all the difference when trying to reach your target audience, and why playing in three channels as opposed to one, might pay huge dividends.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
2020 proved to be one of the most unprecedented and unpredictable years in history. Forevermore, marketing students will study the way brands altered campaigns at moments notice, embraced new technology, and dealt with social challenges as they surfaced. And they will also study the fallout and response to all of those activities in the years that followed, especially as it relates to marketing in the digital world to meet a new kind of audience.
“2021, aside from all of this exciting brand new technology, and all of the demographic shifts that are happening that are going to allow brands to do new things for the first time, it's going to be a year of huge risk because a lot of consumers and employees that are at home with a lot of extra time, a lot of millennials and genZ that are going to be spending more time than normal on social media and on digital, which means a lot of the things that brands are doing right now is going to be scrutinized.”
Kai Wright is an author, advisor, and lecturer at Columbia University, as well as the Founder & Curator of blacklist100, so he sits at an interesting intersection in the marketing universe: both as a scholar and a practitioner. On this episode of Marketing Trends, Kai dives into the intricacies of 2020 and the ripple effect it continues to have on the marketing industry. Kai also dives into the social movements brands have had to respond to and what that response means to consumers.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There’s nothing more frustrating than putting hours of time and money into a project only to watch it lay dormant. And yet, we see this happening constantly with brand landing pages and websites — the online face of the company — left neglected and forgotten for long stretches. So how can marketers break the mold and turn their websites into a long-lasting and user-friendly experience? That’s a question that Anne Stefanyk says her clients come to her with daily.
“The website has become a marketing decision more so than an IT decision. 80% of our clients tend to be Director of Marketing or CMOs. And what happens is they come to us and they say, ‘We need a real specialist to make sure that our website works. We need to be making sure that not only are we getting leads, but we're getting qualified leads, and we're moving them through the sales funnel as fast as possible.’”
Anne is the CEO and Founder of Kanopi Studios, a web agency designed around helping marketers create beautiful websites through adaptive execution and on this episode of Marketing Trends, Anne discusses specific growth strategies for how marketers can turn their websites into ROI machines. Plus she explains why search engines and search functions continue to be an undervalued asset and she details common mistakes she sees on most websites the marketers listening might want to check for.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The saying, “cash is king,” might have finally met its match in 2020. As more and more businesses and banks push their business toward eCommerce and digital transactions, the result is the further shunning of physical cash., One CMO is hoping to cash in on that trend, if you will, by capitalizing on every single swipe of the credit card thanks to a little help from A.I.
“We thought, what if we use AI technology embedded on our cards? So when you scan [the card], you'll get personalized offerings and content? That will help customers to get offers faster and in one offline innovative space, as well as on our side, we'll optimize our marketing spend.”
Those are the words of Levan Gomshiashvili, the CMO of Bank of Georgia, and his example of card-linked marketing is a look at how his marketing team hopes to stay ahead of the curve in 2021. On this episode of Marketing Trends, Levan details what else is on the table this year, including how his team works with the product development and sales teams to create winning products and strategies in order to meet the customers where they need them most. Plus, Levan discusses how marketers can stay ahead of the curve, even when their budget might be cut.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Let's get into some marketing 101: Every marketer has some kind of base they market their products to. For example, if you’re in the market for a tire, Goodyear is probably on your radar. At Adobe, the marketing team attempts to appeal to customers who want to tap into their inner creative side. But what happens when you don’t have a defined customer base? What if your customer base is literally any business and every industry?
“[We’re] dealing with every single industry out there. You're getting to see customers who are going through some of the biggest challenges from going global, and that drives activity and questions in the marketplace that we try to jump on and have better answers for. They're getting into new products and services, new markets, and they need to rely on us for our expertise about how to handle customs in any marketplace.”
Meet Chris O’Brien, the Chief Commercial Officer for C.H. Robinson. Through his 25-plus years at C.H. Robinson, Chris has seen it all. From dealing with customers at both a regional and national level, to working on supply chain management around the globe. On this episode of Marketing Trends, he details how and why the supply chain industry has seen increased visibility over the last few years, and he explains the importance of building a customer experience that puts the user at the forefront and the implications that doing so will have on your company’s culture.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Joel Windels, the CMO of NetMotion, says if you’re working on building the ultimate customer experience, you should shift your mindset and instead look at it as an overall consumer experience. The difference is subtle, but the applications and implication of that mental move are necessary in a world where buying something goes far beyond just the basic transaction.
“The quickest way to describe why it's important is unboxing videos on YouTube,” he said. “You don't just buy a gadget or a phone anymore. You're buying the presentation of the box that it comes in and how it slides out and how it sets up. It's much more than the utility of the product itself. From the moment you first hear about us, to the moment you finally login, it's all of those micro touchpoints. How do you make sure every single interaction you have with us as a business is just really good.”
On this episode of Marketing Trends, Joel takes us further down the consumer experience rabbit hole. Here he provides some key marketing strategies to help curate a positive 360-customer experience, including tactics that not only drive customer engagement, but then turn those customers into champions for your brand.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Never before have consumer expectations shifted at such a rapid pace. As brands and marketers try to keep up with an always-evolving consumer landscape, what they are quickly discovering is that just because you operate in one sector, doesn’t mean you are just being judged amongst your peers. As the Executive Vice President and Chief Marketing, Product and Digital Officer at City National Bank, what Linda Duncombe has discovered is that while the customer always comes first, the way customers interact with other brands and platforms across multiple sectors greatly alters the expectations they have for yours.
“They're not comparing me to banks. They compare me to the experiences that they're having in their lives. When we think competition and innovation, it's really easy for us to say this bank is doing this and this bank is doing that, but that's a big mistake because that is not what we are being benchmarked against. Innovation now has to start thinking very differently about how we meet the client experience. It's evolving.”
On this episode of Marketing Trends, Linda discusses why City National Bank has widened its scope of technology services in an effort to make the customer experience a more streamlined experience. And she discusses why the customer’s voice is larger and more important to marketers today than it has ever been before.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
It’s no secret that the power of a brand can make all the difference in the world of marketing. When people think of Apple, they think of clean, sleek and innovative designs. When you think of Wendy’s, its smart and clever Twitter account has become the high water mark for how brands should interact with their base. But what happens when you’re a smaller brand still building your message? How do you go about finding your base and voice?
“We can talk about the quality of the food and the antibiotic-free chicken. We can talk about our made-from-scratch Southern sides. We can talk about that hospitality experience. We want you to feel like a guest when you're [at Joella’s]. And we thought that was just the bigger play to help educate people around hot chicken and also have a little bit more of that broader appeal. So we're not just that destination to come try hot chicken once we get the hottest thing. We want to develop customers that love our flavor and love our experience and want to continue to come back to us for more.”
Those are the words of Katie Wollrich, the CMO of Joella’s Hot Chicken, and on this episode of Marketing Trends, she dives into the importance of messaging and understanding where your brands live within the marketplace and in the minds of consumers. Plus, Katie provides insights on how marketers who are accepting their first CMO position, can hit the ground running.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Tim Glomb has never been one for doing things the “traditional way.” From his days producing reality television shows, to his current gig as the Vice President of Content and Data for Cheetah Digital, Tim has consistently operated under one founding principle: To create content that makes people say, “‘That was awesome.”
“You want to know if your content is resonating. Yeah, jumping out of a plane and having Tommy Lee FaceTime you and all these things sounds crazy, but we had CMOs and CEOs and some of our clients writing our CEO notes and emails going, ‘Did I just watch your team jump out of a plane to kick this off? That’s [awesome]. That's different. You got my attention.’ You have to experiment, you have to jump-off ledges, but they’ve got to be calculated risks. You have to be doing things that people are going to look at and go, ‘Why the heck did they do that?’ Some will fall flat — so, fail quickly, and move on, but you've got to take those risks and you go to have fun. If you're not having fun, why are you doing it?”
Fun is the keyword, but in the B2B industry, it can sometimes get lost in the day-to-day marketing tactics being used. On this episode of Marketing Trends, Tim discusses how B2B marketers can think differently and start injecting a little more adventure into what they do, and he talks about the power of creating meaningful and engaging content, even in a space that’s not known for it.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Perhaps the Cookie Monster said it best when he uttered the phrase, “Cookie not diet, because Cookie is Lifestyle.” For Tom Carusona, the CMO of Insomnia Cookies, that mantra has never been more true. But after more than two years as the head marketer for Insomnia Cookies, he’s learned one key lesson…
“From a content perspective, authentic cookie shots are what people want. They want to see a warm, delicious, melty, cookie that you can practically smell through your phone. I remember when I started, I was [saying], ‘I don't want to just see a string of a zillion photos of cookies,’ but it turns out that actually, that's exactly what people want.”
As a marketer, it can be hard to go against your creative intuition, but on this episode of Marketing Trends, Tom goes into detail about how Insomnia Cookies has built such a loyal following, the importance of using marketing tools that resonate with your brand, and why sometimes it’s best to just give your audience what they want.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When we’re wandering around the internet, the hard truth is that we are constantly at risk. There are bad actors constantly attempting to perpetrate cyberattacks on unsuspecting web surfers. And, more and more often, those bad actors are utilizing some pretty sophisticated marketing tactics and we don’t even realize it. Matt Gillis, the CEO of Clean.io, says it’s time to change that mindset.
“Most of the CMOs and marketing leaders that would be listening to this podcast, you're buying ads at a dollar CPM, and you're hoping that you get a half a percent click-through rate. These bad actors have figured out how to buy those same ads for that $1 CPM and inject JavaScript and create a 100% click-through rate.”
On this episode of Marketing Trends, Matt explains those tactics in-depth, and he discusses the role bad actors are playing in the end-user’s overall experience. Matt explains why the No. 1 goal of this nefarious activity is not necessarily compensation, but more so engagement and, he identifies why popular extensions are not acting in the user’s best interest.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When your company is 113 years old, internationally known, and well respected, you would think by now everything has been figured out. Turns out, though, that even the biggest legacy companies in the world have room to grow and lessons to learn.
“We found that at UPS, we had tons of data. We were swimming in data. [Shipping] traditionally has been an industrial, engineering, and operating company. So data was everywhere, but synthesizing that data and distilling it and transferring that data into knowledge, and information into insights we were lacking.”
That’s what Kevin Warren, the CMO of UPS, had to say about some of the challenges they have faced recently. Kevin joined Marketing Trends for a deep dive on why it’s important for even the most established companies to take an honest look at their marketing approach and not be afraid to make changes. Plus he discusses why SMBs are becoming more of a focus, and how to put your purpose and mission at the forefront of every campaign and business activity.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The core goals for any marketing department revolves around the customer experience. But when you think about the customer journey, what is the difference between the marketing of a product and the experience of the product itself, and how should each of those blend together?
“When you think about the customer experience, it's hard to tell whether it's part of the marketing experience or the actual product experience itself. As a result, the more consistency that you can deliver for the end-user, between all of the different touchpoints that they have with the company, the better that experience will be.”
Those are the words of Erin Hintz, the CMO of Barracuda Networks, a leader in security — protecting email, networks, data, and applications for businesses of all sizes. On this episode of Marketing Trends, Erin discusses how marketing departments can prevent the confusion that might happen between the marketing and product experiences in order to create a more cohesive overall customer experience. Plus, Erin discusses the importance of having a strong digital marketing program in place for inbound demand and the (messaging and content) shifts Barracuda made as companies went into the pandemic lockdowns.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In a world driven by content, the B2B space is no exception. That fact, according to Farnaz Maters, the Executive Director and CMO for Principal Global Investors, means that grabbing someone's attention is more difficult now than ever before, and it’s a marketer's job to create things that rise to the top in the sea of content.
“Where we are in B2B, it’s basically a content war. It's about having differentiated content that our clients actually care about. People have gotten closer to the brands that they know and the asset managers that they've got long-standing relationships with. But at the same time, as people are hunkering down and being selective in who they're engaging with, it's made it more difficult to be able to expand our reach to people who don't necessarily know us.”
So the natural question becomes, how can B2B companies create content that not only grabs the attention of its clients, but goes one step further and gets them to engage as well? On this episode of Marketing Trends, Farnaz dives into how B2B marketers should be thinking about the content they create. She challenges them to ask themselves a simple question: What is the purpose of this piece? Plus, she discusses why the hardest aspect of working with data is sometimes just deploying it correctly.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Every marketer is looking for that magic channel. The one space where it feels like everything resonates perfectly with your audience and your message cuts through the noise. More often than not, though, finding a hybrid, thought-out, multichannel approach is the true secret formula for success.
“I won't say that there's an individual channel that works really well. What I will tell you is that we have found multi-channel communications [to be] incredibly effective if you're sequencing them in a thoughtful way. I think the answer is we're not finding a single channel on its own is going to be, make or break.”
That’s the opinion of Rahul Kak, the Executive Director of Behavior Change Marketing at CVS Health. On this episode of Marketing Trends, Rahul discusses exactly why a cohesive multi-channel approach is better than being dependent on one avenue and gives marketers reasons to explore that option. Plus, he touches on how marketers can make the biggest impact when it comes to personalization.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When it comes to marketing in 2020, Marty Kihn, the Senior Vice President of Strategy for Salesforce Marketing Cloud said it best:
“This was both a cultural shift and a consumer behavior shift, then also an economic shift. Advertisers had to react to all those changes in consumer behavior, the channels that people were consuming ads on, and then the economic pain behind the scenes, which affects advertising. Advertising is very much driven and tied to GDP in general. So I think that you saw tons of stuff that Ph.D. thesis will be about written for years to come happened in 2020 and how advertisers reacted.”
While 2020 threw society a major curveball, and we’re all still working our way through certain things, the business world carried on, and it adapted at a pace unseen before. We welcomed Marty back to Marketing Trends to dissect some of what happened in 2020, including the ways marketers were forced to pivot. Plus, Marty also explains why digital channels have altered the marketing landscape for good and how influencers rose in importance.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When you’re selling something to someone online, the name of the game is ease of sale. You never want to make the transaction hard, just like you never want to make it tough for a customer or potential customer to find you. So how do you create a frictionless experience from search to final sale? The answer is to use data as your guiding light.
“We like to see what is being searched and then we prioritize and change things [on our website] so that we can make it easier for our members to find those things. Because we all know from personal experience that when you have to click, click, click to try to get to some information, by that time you're probably saying, ‘I'll just find it somewhere else.’”
That’s Deidre Davis, CMO of MSUFCU and on this episode of Marketing Trends, Deidre discusses how MSUFCU uses its data to continually optimize the customer experience. Plus, Deidre talks about why personalized customer experiences are a driving force for her company and the perceived challenges credit unions face as an industry, especially from a marketing perspective.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There are certain holiday traditions that just hit differently. From the old-schoolMacy’s Thanksgiving Day parade to the new-school release of the Starbucks holiday cups, these time-honored rituals have become synonymous with the holiday season. But what happens when one of those customary activities is forced to undergo a swift change? That’s what happened when UNICEF’s annual Halloween boxes went from the hands of kids to the laptops of corporations.
“One of the byproducts of being forced into a virtual trick-or-treat experience, we were able to actually personalize it for some of our corporate partners. They could brand it, they could put their names on it, they could raise money for the thing that they were most passionate about. [Virtual events] really give us a chance to extend beyond just the youth audience and get into a bit of an older audience. So it did also give us an opportunity to get a glimpse into what this could be if it was expanded beyond just schools.”
Those are the words of Shelley Diamond, the CMO of UNICEF USA, and for decades, trick-or-treating was one of the main ways that the non-profit connected with individuals. Shelley joined Marketing Trends to discuss how UNICEF spun its popular trick-or-treating event into something new and memorable for both adults and children. Plus, she explains the lens through which her team views digital advertising, and why UNICEF’s mission is rooted in the brand.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
For years, your favorite cup of coffee and your daily newspaper have been synonymous with each other. But it turns out that that morning routine is just another thing being disrupted by the digital age. Kerel Cooper, the Senior Vice President of LiveIntent, explains it like this:
“More people are waking up in the morning, grabbing a cup of coffee and opening up their inbox. So gone are the days of opening up your door and there's the newspaper on the front step. It's, it's now your inbox. And I think publishers and brands recognize that.”
So how can brands take control of a consumer’s inbox? And where should they be focusing those efforts to win open rates? Kerel joined Marketing Trends to discuss why email marketing continues to thrive, why content is more important than ever, and the need for marketers to understand why the death of third-party cookies might be a good thing.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There are many lessons we’ve learned in 2020, including many in the world of marketing. When traditional means of advertising are flipped on their head, finding another method that works is paramount. Many different strategies were attempted, but one has risen above the rest: influencer marketing.
“In 2020 people are online so much, we're seeing the performance of our influencer campaigns continuing to accelerate and increase in value. The concept of an influencer has really transitioned into the mainstream where you open the front page of the New York Times and you're like, there's going to be two or three articles that mentioned influencers or TikTok or Instagram. it's so pervasive in a way that I think was sneaky for most people, but it's now so huge.”
That’s Mae Karwowski, the founder and CEO of Obviously, which provides quality influencer marketing for the world’s iconic brands. On this episode of Marketing Trends, Mae discusses some of the latest trends in influencer marketing. She talks about why it’s key to understand the value a potential influencer can have on your brand, and she stresses that the number of followers a so-called influencer has does not correlate to purchases.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
With so many media channels and platforms in use today, it can be tough to decide which channel is right for you and your brand’s message. But why choose? There are more opportunities than ever before, and as we’re learning every day, diversifying your portfolio has never been more important.
“We are very big into sponsored content and moving. Although we look at all the traditional channels and we still invest there, we're also looking at nontraditional channels — areas where PWC may have not showed up historically. There's been an onslaught of a number of new high-rated business newsletters that are not owned by the traditional publications, but a lot of our business executives are reading those daily. So that is a new place where we increasingly put our media dollars.”
That’s the voice of Matthew Lieberman, the CMO of PwC U.S. and Mexico. On this episode of Marketing Trends, Matthew breaks down the reasoning for why PwC has started to explore all of its options across platforms and channels, and he details where the company is spending its media dollars. He also dives into the evolution of sponsorships and why shifting to a remote workforce is no longer a luxury, but a need.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
One of the biggest misconceptions of influencer marketing that using an influencer is just like buying an ad. Pierre-Loic Assayag, is the founder and CEO of Traackr, and he knows there is much more to it than that.
“When social commerce is front and center for so many, where a lot of decisions around purchase are taking place online, the notion of being able to not just create that initial spike of awareness, but being able to get people to influence their audience It gives you an ability to move down the funnel towards nano influencers.”
As influencers continue to rise in popularity and the authenticity of the products they're promoting becomes more and more important, aligning brand and promoter is at the forefront of best practices when it comes to influencer marketing. On this episode of Marketing Trends, Pierre-Loic discusses why aligning your brand with the proper influencer can pay huge dividends. Plus he explains why there is a good chance you’re not using influencer marketing to the most of its potential.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Like, follow, comment and subscribe. Those are four popular words among social media users today, brands included. And when you are a company looking to engage with your customers on a personal level or speak to them broadly, social media has become the No. 1 place to achieve those goals.
“Social media is really, you know, today's broadcast channel. So brands are sharing information. They're ultimately doing an aspect of advertising they're promoting, and these sorts of things are valuable. And, you know, traditionally have been the place that marketers have focused and social media is just today's channel for doing that."
That’s Terry Sydoryk, the CEO of Chaordix, and on this episode of Marketing Trends, Terry discusses why something as simple as a double tap on a product’s Instagram page says more about how your brand is relating to customers than many other metrics. Plus, Terry discusses the difference between social and community and how an online branded community can actually fill some of the voids that social leaves open. And he dives into online communities and how they are helping brands better understand how to build meaningful relationships with their consumers.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When Hyland was founded, its initial purpose was to help optimize workflows and processes by eliminating filing cabinets. More than 25 years later, as businesses have gone through digital transformations, the filing cabinet mission no longer applies. So Hyland did what any good business does, it adapted by following the data.
”The trick is you have to go where the data's telling you to go. And if you've run certain types of tactics and certain verticals and they haven't worked very well, you have to be able to then take those learnings and help set expectations.”
Those are the words of Hyland CMO, Drew Chapin, and on this episode of Marketing Trends, he dives deep into the power of data and why marketers need to let it fuel their decision making. Plus, Drew discusses the advantages of virtual conferences and why one particular partnership is leveling up Hyland’s game.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Over the course of more than 230 episodes of Marketing Trends, we have heard from industry leaders about their strategies and tactics, learned from their wins and their failures, and we’ve looked at the future of the industry and made predictions about what’s to come.
But no one could have predicted the twists and turns of 2020. In our episode with David Marine, the CMO of Coldwell Banker, he might have said it best:
"Everyone has a plan to get punched in the face. And I think on a global scale, everybody's been punched in the face in some way, shape or form over the last couple of months….but I give my team a ton of credit and the ability to pivot. ...if there's a marketing term of the year, that would be it. Because we had to look at what we had, let's not abandoned ship with it, but how does it make sense for today's environment where we can, where we find ourselves?"
As David said, everyone and everything changed, and so businesses needed to adapt and make decisions on a daily basis that ultimately would impact their bottom lines. Ultimately, campaigns had to end, messaging had to shift, and the way brands interacted with their customers was different than ever before. Empathy led the way, which Mary Hines, the Chief Marketing Officer, US Consumer at Citi, mentioned when she dropped by the show.
“We got together as a leadership team and created a task force to ensure that across everything we do, that we were having the right, appropriate language, tone, and visual imagery in light of this unprecedented time, and to ensure that our offers were relevant. So instead of marketing three times on dining out, which would have really toned us as irrelevant, we shifted to things like restaurant takeout and streaming services — things that were much more relevant to the time. And then recognizing that we were also going into a recessionary event, given the economic impacts, ensuring that we had the right assistance for our customers.”
While we are all still living through unprecedented times, one thing remains true: business carries on. Every marketing leader we speak to understands that fact, and they also know that if they want to continue to succeed, regardless of the changing times, they need a plan. They need to know where the market stands, what their customers need, and how expectations are shifting. Basically, they need data. Or, as Dani Cushion, the CMO of Cardlytics said:
“If you're not using data to figure out how to make sure that you're reaching people who are receptive to, or have some kind of higher propensity to buy your advertising, you're just still spraying and praying.”
There are countless ways that marketing leaders gather and analyze data. One is through the Salesforce State of Marketing and Customer Insights Research Reports. On this episode of Marketing Trends, we invited Chris Jacob, a Product Marketing Leader at Salesforce, to give us insights into those reports, including a deep dive into some of the data that leaders like the ones we bring on this show are using to make decisions about the future of their marketing efforts.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Whether it’s the latest Jordan’s, the classic Nike Killshot sneakers, or your standard run-of-the-mill Vans, sneaker culture continues to dominate urban culture. But how much are those classic Air Force Ones worth? Are you overpaying for those limited run Lebron’s?
“StockX is about balancing the needs and the wants of buyers and sellers. We are working to cater to both sides of the market, being data-driven, and changing the dynamic in the space. Rather than letting brands determine how something should be priced, or when something should be available or be out of stock, we're really flipping that paradigm and allowing the market to determine how much something is worth and really leveling the playing field.”
StockX is attempting to walk that line between being a safe-haven for buyers looking for a fair deal, and an online marketplace for collectors trying to unload their merchandise. Deena Bahri is the CMO of StockX and on this episode of Marketing Trends, she discusses the work StockX is doing to be a valued online merchant, and she dives into the dynamics of appealing to a sneaker audience, and much more.
Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
For years, the relationship between brand and consumer has been one factor that has separated companies from their peers. But what do those same relationships mean when it comes to B2B companies? Is there the same customer satisfaction when it comes to businesses on a customer journey?
“At the end of the day, businesses don't sell to businesses. Human beings sell to other human beings, and the ability to understand your customer, understand the pains that they're facing, how they make decisions and what part you can play, make their job’s and their lives easier is paramount to the success of a CMO.”
That’s, Gina Hortatsos, the CMO of LogicGate, and on this episode of Marketing trends, she discusses why the customer journey for B2B companies needs to evolve. Plus, Gina dives into the best hiring practices and why a small, but mighty team is the way to go.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Kate Huyett is the CMO of Bombas, which she says has two main identifiers:
“The two main pillars that we've been focused on, you know, really steadily over the last six years, our comfort and mission…When someone puts our socks on their feet and they say, wow, these really are the most comfortable socks I’ve ever put on and I can feel great about wearing them because an item has been donated to someone in need."
That second pillar of being mission-driven is rooted in the idea that brands can make a difference through the products they sell, especially if the products are of high quality. tOn this episode of Marketing Trends, Kate discusses what it means to be mission-driven, and why your products need to be your guiding light. Plus, Kate touches on the importance of your overall portfolio succeeding and why podcast marketing was right for Bombas.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
They say two is better than one, so it stands to reason that three is better than two, right? Well, you can ask Jason Clark that question because he has not one, not two, but three roles at Netskope. Officially, Jason is the Chief Strategy and Marketing Officer, and what that means is that he is responsible for the marketing, security and strategy teams. Luckily, Jason has incredible people working with him to lighten the load, but that doesn’t make the work he does simple. On this episode of Marketing Trends, Jason takes us behind the scenes of life at Netskope and what it means to market and provide security transformations to companies around the world.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
They say two is better than one, so it stands to reason that three is better than two, right? Well, you can ask Jason Clark that question because he has not one, not two, but three roles at Netskope. Officially, Jason is the Chief Strategy and Marketing Officer, and what that means is that he is responsible for the marketing, security and strategy teams. Luckily, Jason has incredible people working with him to lighten the load, but that doesn’t make the work he does simple. On this episode of Marketing Trends, Jason takes us behind the scenes of life at Netskope and what it means to market and provide security transformations to companies around the world.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Mark Timm says one of the best days of his life filled with mixed emotions. Riding the high of a successful day at the office was compounded by the realization that his work life and personal life were out of sync. Something had to change. So, it did. Today, Mark is a serial entrepreneur and the co-author of the book, Mentor to Millions, and he joined Marketing Trends for a vibrant discussion on how that moment led him down a pathway to his current endeavor. Plus, Mark dives into how marketers can stand out in a crowded eCommerce space.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
No two generations are ever the same, but there has never been a generation that has demanded so much of a marketing department’s attention quite like Generation Z. On this episode of Marketing Trends, Kamal Bhandal, the Vice President of Global Marketing and Consumer Marketing for Align Technology, discusses how marketing teams are shifting their attention to connect with a younger generation and meet their needs. Plus she talks about why authenticity and storytelling are at the heart of their efforts to connect with that group.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When Martin Kihn was a disgruntled marketing consultant, he wrote a book called House of Lies. Millions of copies sold, a television offer, nearly five seasons and 58 episodes later, that tale has been heard in one form or another by the masses.. But, Marty’s marketing story didn’t end there. Today Marty is the SVP of Strategy for Marketing Cloud at Salesforce and he joined Marketing Trends for an in-depth conversation on what he sees happening in the industry today. Plus, he discusses his new book and why data continues to push marketers forward.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
How many drinks does it take to get to .08? That single question lingers in the minds of consumers everywhere after a few drinks. What if the answer was just a few breaths away? What if you never again had to guess about your ability to safely drive home? That’s the world Shawn Casey is trying to create with BACtrack. Shawn is the VP of Marketing at BACtrack, and on this episode of Marketing Trends, he discusses how he is working to build brand awareness and how to capitalize on content your audience is connecting with.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When Jared Drinkwater first joined BSN Sports, the company was still sending out physical catalogs to schools in an attempt to sell its products. As a veteran marketer with experience at PepsiCo and Pizza Hut, Jared knew it was time for BSN to go through a digital transformation. As the CMO of BSN Sports, Jared has been able to lead that transformation and it’s making an impact at the heart of the sports world: at the high school level. On this episode of Marketing Trends, Jared shares how BSN Sports is making waves at the amateur level thanks to the evolution of its email marketing efforts. Puls he explains why telling the right story in the right place makes all the difference.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
But first, Coffee. Maybe you’ve seen the phrase hanging above a picture in a coffee shop or cafe, or maybe you first saw the phrase on Instagram. Regardless of where you noticed it, those three words resonate with coffee drinkers around the globe — but it’s also the mantra that drives Josh Zad. Josh is the founder and CEO of Alfred Coffee, a coffee shop less focused on the actual coffee and more on the customer experience. Josh joined Marketing Trends to discuss everything from building and marketing the Alfred brand, to his new adventure with Calidad beer. Plus he talks about how to approach advertising investment and connecting with customers.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The backbone of digital marketing is data. But how marketers use that data is what separates those who have success versus those who struggle. Richard Jones is the CMO of Cheetah Digital, and on this episode of Marketing Trends, Richard discusses why data is the fuel that keeps pushing the needle forward. Plus he touches on the importance of digital marketing and how brands can build meaningful relationships with their customers.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
While it may seem like we are further apart than we’ve ever been before, we have actually never been more connected than we are today. That’s a lesson that Heather Craft and her team at Hotwire Global have learned first-hand. With offices around the world, Craft and her team have had to rely on internal communication strategies to keep their clients satisfied. How have they done that? On this episode of Marketing Trends, Heather breaks down exactly how her team stays connected, and why those strategies are important. Plus, she explains why the relationship between employee and brand has never been more important.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In Andrew Nester’s own words, communication is what drives people. It motivates them. So why do we spend so little time creating and delivering new and better ways for us to communicate with other people? Andrew is the CMO of SocialChorus and on this episode of Marketing Trends, he discusses the increased need for communication platforms, why your marketing teams shouldn’t always be personalized and why you need to be both data and experience-driven in order to succeed.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There are many parts of the driving experience that we all would love to change. One of them is a challenge most of us have faced — a long commute followed by a hunt for a parking spot. But what if you could streamline that process? Well, luckily there’s an app for that. Jonathan Sadow is the co-founder and Chief Growth Officer of Scoop, and he’s on a mission to give that time wasted in the car back. On this episode of Marketing Trends, Jonathan discusses why Scoop is the right tool for those looking to get back some time, and he also talks about the importance of trusting what the data tells you as you start to market in a new category.
3 Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Latane Conant always says it is her job to create a movement, and if you aren’t focusing on that movement, you really are not doing your job. Latane is the Chief Market Officer at 6sense. And yes, you read that right...Market officer. On this episode of Marketing Trends, Latane details why she felt it was time to drop the i-n-g from her title, the importance of the subtle change, and why it matters. Plus, she explains why it’s time to throw MQLs out the window and what the deal is with demand generation.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Every day we wake up to scores of emails in our inboxes, but how many of those emails do we actually read versus the amount that end up in our trash folder? How can marketers better differentiate their emails to avoid being lost in the cluttered inbox? Melissa Sargeant is the CMO of Litmus and on this episode of Marketing Trends, she discusses all things email, including strategies to prevent your messages from ending up in those garbage cans and what the best email construction looks like.
3 Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Nick Runyon is an accomplished marketing executive with more than 20 years of experience developing and implementing marketing strategies. His latest endeavor as the CMO of PFL.com might be his biggest undertaking yet. On this episode of Marketing Trends, Nick details how coming into an organization as a CMO with a fresh set of eyes can be beneficial to the growth of the marketing department, why you should never call your customers clients, and why personalized, well-orchestrated experiences across all channels can mean endless possibilities.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Fear often precedes and preempts the need for change. But when a global pandemic necessitated quick adaptation, marketers around the world sprung into action, enabling new strategies and mobilizing campaigns everywhere. Diaz Nesemoney, the founder and CEO of Jivox, joined Marketing Trends to discuss how the pandemic empowered marketers everywhere to attempt new strategies. Plus he touches on why digital marketing is going up-the-funnel, and how the elimination of cookies will be good for both markets and consumers.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The stakes when it comes to online sports gambling are higher than ever — literally. Millions of consumers around the world log in daily to check spreads, place wagers, and hope their team not only wins, but also covers the spread. Mike Raffensperger is the CMO of FanDuel Group, an online sportsbook that is betting big when it comes to gambling. Mike joined Marketing Trends to discuss a host of topics, including why content marketing is bigger than any piece of advertising, the need to aggressively pursue authentic experiences, and much more.
Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
A field marketer’s job is right in the title — they go into the field and really connect one-on-one with customers to understand them and their needs. But what happens when that one-on-one contact is cut off? On this episode of Marketing Trends, Monica Bowie, who currently serves as a marketing manager at Salesforce, discusses how field events shifted into the virtual world. Plus, she dives into what it means to be the Global President of BOLDforce, Salesforce’s black employee resource group and she discusses the importance of diversity.
3 Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
We may not realize it, but we search for everything. From everything we ask Siri, to each time we look up that quickest route home, it’s all considered a search. This has been going on for years now, but it’s not occurring the same way as it did in the past. SEO is now more in the picture than ever, and it’s a powerful field. On this episode of Marketing Trends, Moz CMO and head of sales, Christina Mautz, discusses everything SEO, and why an investment in SEO is an investment in the future.
3 Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
If there is one thing Isamar Batisita is passionate about, its subscription services. As monthly pay-as-you go services grow in popularity, so does the demand and competitiveness in the industry. Batista, the Vice President of Marketing & Owned Brands at Scentbird, joined Marketing Trends to discuss how Scentbird utilizes email marketing to grow their subscription base. Plus she explains why social media is humanizing to a brand and details the importance of being honest with your customers.
3 Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
If you’ve been to New York City and traipsed around midtown you’ve probably seen them everywhere. Bikes rolling up-and-down city avenues, cleverly labeled, “Citi Bikes.” Mary Hines, the Chief Marketing Officer, US Consumer at Citi, had just joined the company when the partnership was solidified, and she joined Marketing Trends to discuss why partnership marketing, like what happened with those bikes, need to be seamless if you want to succeed. Plus, a conversation about the importance of aligning your values with the consumer, and why traditional campaigns are a thing of the past.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Edward Nevramount is a speaker and executive consultant with one mission — to help marketing teams grow their business. On this episode of Marketing Trends, the former CMO of General Assembly talks through a number of hot topics — most notably that personalization is only as hard as marketers make it out to be. He also explains why rebrands for known companies are never a good idea, and offers his three-step process for great marketing.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Dan Greenberg said it best, “A lot of advertising is pretty negative — it’s not very human-centric. Everything we've done at Sharethrough is about trying to build a human-centric, really positive advertising ecosystem.” Dan is the CEO and Founder of Sharethrough, a digital advertising company with an eye on making ads less invasive. On this episode of Marketing Trends, Dan discusses the importance of ads seamlessly working with the end-user and why native advertising is quickly becoming the only form of advertising.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Ellyn Raftery didn’t set out to be a marketer. In fact, her strongest desire was to pursue a career in design and fashion. But a conversation with a professor in college changed everything. Today, Ellyn serves as the Chief Marketing and Communications Officer for FIS, a company with an emphasis on advancing the way the world pays, banks and invests. Ellyn joined Marketing Trends to discuss a range of topics, including growth marketing, understanding your clients, and why the language you use is key.
Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Simon Berg was 16 years old when he decided the education system wasn’t for him, but it wasn’t because he didn’t want to learn….In fact, all Simon cared about was learning about his passions. So Simon took a job as a coffee boy and before he knew it, he was a multi-time CEO. Today, Simon is the CEO of Ceros, and he joined Marketing Trends to discuss why it’s okay to take a less conventional path as long as you’re passionate about the path you choose. Plus he does a deep dive into why content marketing is the worst phrase in the marketing industry.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
We’ve all spent countless hours on-hold just waiting for a customer service representative to answer the smallest of questions. But what if your query could be handled by a bot that acted and communicated like a human? That reality is already here, and you may have experienced it without even knowing. On this episode of Marketing Trends, Evan Kohn, the Chief Business Officer and Head of Marketing at Pypestream, discusses how conversational A.I. is changing the way we communicate and why call centers are a thing of the past.
Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Joel Horwitz relates digital accessibility to the ramp at the end of every sidewalk. Why was there a time when it wasn’t there? Why weren’t we thinking about the people who needed those ramps before they were built? While today, we can’t imagine an intersection or sidewalk without a ramp, the same cannot be said for the internet. On this episode of Marketing Trends, Joel, the Chief Product Officer of AudioEye, discusses why it’s time for companies to start complying with ADA regulations everywhere on the web. Plus he explains the importance of compliance and why his team is making it easy for companies not to be complacent.
3 Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Every day we make purchases. We choose to buy something at one place and not another. We pick this product over that one. And that purchase data — what we buy and even what we don’t — is extremely valuable, especially to marketers. Dani Cushion is the CMO of Cardlytics, a digital advertising platform that serves some of the largest banks around the world and offers insights into the anonymized purchase data of more than 140 million people. On this episode of Marketing Trends, Dani explains how Cardlytics gathers this anonymous data securely and then delivers it to banking partners to help them build out their cashback offers, rewards systems, and other marketing campaigns.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Before she was writing for financial institutions, and before she owned her own media entity, Shondell Varcianna made a name for herself by paying off mortgages. Today, Shondell serves as the CEO and founder of Varci Media, a content management agency that provides hassle-free professional blog content to financial institutions. On this episode of Marketing Trends, Shondell breaks down the game of content creation. And she understands the tricks of the trade, including the importance of social groups, the critical need to understand your audience, and why some content resonates and others never will.
Main Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Daniel Incandela always knew he wanted to be a storyteller...he just didn’t know that he'd be telling the stories for companies. The original plan was to be a visual storyteller, telling tales through the lens of anthropology. But after stints working in a museum and a foray into sports and entertainment, Daniel’s path ultimately led him to Conga, where he serves as the company's CMO. On this episode of Marketing Trends, Daniel discusses the art of great storytelling. Plus he dives into why you can never underestimate the number of resources you put into a rebrand and he and why you will never have the approval of everyone in the room.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Alison Murdock is the founder and Chief Marketing Officer of Trusted CMO, a firm that helps companies fill in any marketing gaps they may have. Trusted CMO focuses on early-stage companies that have product-market fit, but require assistance actually getting to market. On this episode of Marketing Trends, Alison discusses some of the common themes she sees from companies looking to kick-start their marketing journey. Plus she dives into how virtual events are becoming more than just keynotes, and why it’s time for CMOs to understand what their real role is.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Grad Conn has been called a near-perfect example of what a tech company CMO should look like. He’s a noble studier of his craft and a history savant, but most importantly he’s an adman to his core. Today, Grad is the Chief Experience and Marketing Officer at Sprinklr, and he joined Marketing Trends and discussed his love for marketing, his days as CMO for Microsoft US, and why the industry is undergoing a renaissance.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
David Hoffman is a communicator, storyteller, and communications consultant who has been working in various fields for decades. Although he started as a traditional filmmaker, today he tells his story on a very modern platform - YouTube. With nearly 350,000 subscribers on his personal channel, David has told stories in just about every way imaginable to varied audiences. On this unique episode of Marketing Trends, he talks about how to build an audience, navigating the treacherous use of keywords and algorithms and where he thinks the film industry is going.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Scott Howe, the CEO of LiveRamp Holdings, is a marketing savant. Scott remembers great campaigns from his childhood, but one, in particular, has always stuck with him: the Staples’ easy button. The clever campaign made Scott long for an easy-button-like functionality when it came to aggregating data, which he believes is the key to success in the marketing industry. On Marketing Trends, Scott discusses exactly what he means by that, and he explains his passion for the industry and why the loss of cookies is a chance for marketers to reinvent the wheel.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
For years, the notion of being a millennial has garnered varying degrees of responses. For Jeff Schmitz, the CMO of Zebra Technologies, the millennial mindset is what he’s attempting to instill in his clients. On this episode of Marketing Trends, Jeff sat down and chatted about how Zebra Technologies is helping the healthcare industry and essential workers everywhere operate more efficiently, how a partnership with the NFL is pushing the sport forward, and why it’s time everyone starts thinking like a millennial.
Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Life is always throwing us curve balls that we need to adjust to — Ryan Carlson knows that. Ryan is the CMO of Okta, and recently he and his team had to deal with one of the toughest curveballs they’ve ever faced. Ryan sat down with Marketing Trends and discussed how Okta took a 6,000-person conference and pivoted to a virtual event on short notice. Ryan also touched on how he sees events adapting to a new normal and how Okta has permanently changed its strategy moving forward.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Eighteen years ago, David Marine was a down on his luck job applicant. The recession had hit hard, he needed a job to provide for his wife and child. Luckily, an ad for a gig at Coldwell Banker caught his attention and, as they say, the rest is history. Today, David serves as the CMO of Coldwell Banker, one of America’s oldest and most respected real estate companies. On this episode of Marketing Trends, David takes us through his story and he talks about guiding Coldwell Banker through its first rebrand in decades, why it wasn’t something he set out to do and why your brand must match your identity.
Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
For many of us events represent opportunities for both personal and professional growth. They serve as a catalyst for helping individuals step outside their comfort zones and present opportunities to explore a new city, interact with old friends, and learn something new. But what happens when traditional marketing events can no longer take place? How do you bring that same experience to your consumers virtually? We asked all these questions to James Huddleston, the Vice President of Marketing at Certain, who specializes in marketing events. And on this episode of Marketing Trends, James discusses why the content of your event, whether it’s in-person or virtually, will always be king. Plus he explains why vendors are being asked to contribute in new ways, and why there are many advantages to virtual meetings.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Sydney Sloan is no stranger to Marketing Trends, in fact she’s already been a two-time guest. But when Salesforce released its State of Marketing report, we felt Sydney was the perfect guest to give her take on some of the report's findings and to simply catch up on all the things she’s working on as the CMO of SalesLoft. On this episode of Marketing Trends, Sydney talks about why virtual events are not going away anytime soon, best uses for ABM, and what she liked and disliked about the report.
3 Key Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Micheline Nijmeh is a three-time CMO and currently the CMO of Zscaler. But even 2020 has brought on new challenges for this veteran marketer. On this episode of Marketing Trends, Micheline discusses how she and her team at Zscaler navigated a crisis no one saw coming, why marketing is no longer just about the advertising dollars you spend, and how first-time CMOs can successfully adapt to their new roles.
Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Understanding our voice and telling our story. That is something we all strive to be able to do. We want to know who we are and embrace it. And while most of us have dealt with and talk about the personal journey of discovery, we rarely think about how that same journey happens with the brands we know and love. Brandon Rhoten thinks about that constantly, especially since he became the CMO of Potbelly. On this episode of Marketing Trends, Brandon tells us why finding a company's voice, and embracing that voice, will help them stick out from the herd. Plus he discusses his philosophy of how companies can work through the discovery process, including the struggles that come with striving to be different.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Before the internet and before social media, PR accomplishments were measured in front pages stories and how many headlines you could garner. Today, thanks to the internet and social media, managing your voice and understanding how to effectively reach your audience has changed. Kimberly Jefferson is the Vice President of BLASTmedia and on this episode of Marketing Trends, she explained how to navigate through the challenging world of PR in 2020, including why smaller companies need to understand how to manage their voice, and how being transparent and communicating effectively during a crisis will pay-off in the long run.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Arthur Filip’s journey to HCL Technologies has been unique. There were stops along the way at companies such as Microsoft, Oracle, IBM and HP, before finally landing at HCL where he serves as their Executive Vice President of Sales Transformation and Marketing. But what does sales transformation mean and how is it linked with marketing? Arthur explains it all on this episode of Marketing Trends. Plus, he discusses how HCL works with the Fortune 500 and Global 2,000, why it is important to understand how to build relationships throughout the customer journey, and why the tech industry is behind in one key area.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
For as long as she can remember, Randi Barshack has considered herself to be a storyteller. Whether that was working as a filmmaker, or helping to produce documentaries, connecting with individuals and telling a story has always been her passion. While she’s no longer in the movie-making industry, today she helps tell those stories through a different lens. On this episode of Marketing Trends, Randi, now the Senior Vice President of RollWorks, joins the show to talk about her journey into the marketing industry, why ABM is so complex, and why diversity and being able to adapt with the times is an integral part of achieving success.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Last week, Salesforce released its State of Marketing Report and we wanted to dive deep into some of the insights it held. To do that, we called our friend Jamie Moldafsky, the CMO of Wells Fargo, who joined us to break down some of the key points of the report and how the findings may have shifted due to the COVID-19 pandemic that has affected industries around the world. Jamie talked about budget, innovation, engaging with customers and how all of those areas have been impacted in these extraordinary times.
Main Takeaways:
If you would like to access the full State of Marketing Report visit salesforce.com/stateofmarketing or text 'marketing' to 38767 (US Only)
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In today’s world, we often do things without even realizing it. We hop in our cars and we rush to the store. We shop, we browse, we touch and feel the products, but often we end up buying that same thing online. Why? Luckily, RRD’s President of Marketing Solutions, Doug Ryan, is here to answer that pressing question. On this episode of Marketing Trends, Doug discusses how the in-store customer experience is shifting toward the virtual world, how something as simple as direct mail can feel so personal, and the three most important things companies can do for their customers during these unprecedented times.
3 Main Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Chaco Footwear — the long-lasting do-everything sandal — is probably best known as a niche brand among hikers and outdoors enthusiasts. That’s how Joshua Weichhand first connected with the product. But it wasn’t until years later after traveling the countryside and visiting our National Parks that he joined the company best known for its Z sandals. Today, Josh is the Director of Marketing for Chaco and he’s trying to build the company into something much bigger. On this episode of Marketing Trends, Josh sits down to discuss how he’s helping take Chaco from a niche brand into the larger lifestyle company it's become today. Plus he explains how Chaco is embracing unprecedented circumstances in 2020, and why knowing your brand and your story can take you to new heights.
3 Key Takeaways
-Chaco initially was just this niche lifestyle brand which over the last few years has evolved into more of a lifestyle brand
-Collaborations are important, but knowing your brand embracing who you are and knowing when it's appropriate to work with other is key
-Chaco mobilized its factory in the span of a weekend and prototyped and implemented a design to produce masks, producing over 1,500 masks in their first shipment.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Impact’s Chief Partnerships Officer Michael Head’s career path hasn’t always been linear. In fact, his career trajectory is much more a zig-zag than it is a straight line. His journey has included pit stops in the healthcare industry, ambitions of running a gym, and finally a foray into app development. Luckily for all of us, the road eventually led him into partnerships, which are obviously critical in the world of marketing. On today’s episode of Marketing Trends, Michael discusses the shifts he’s seeing from modern partnerships to influencer-based ones, how the partnership ecosystem continues to benefit everyone, and why the journey from start to finish is so important.
3 Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
With more than 35 years of experience, Michele Elrod has seen how the marketing industry has evolved over the years. On this episode of Marketing Trends, she sits down to discuss how she operates as the EVP and Head of Marketing at Regions Bank and how her marketing team is using artificial intelligence to build an evolving campaign. Plus she explains how her departments have changed through the years and why their insights and education programs are helping to empower the next wave of consumers.
This information is general in nature and is not intended to be legal, tax, or financial advice. Although Regions believes this information to be accurate, it cannot ensure that it will remain up to date. Statements or opinions of individuals referenced herein are their own—not Regions'.
3 Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Kris Bondi is a multi-time CMO who has been called on regularly for her expertise in crisis communication — including for companies such as Starbucks and other large organizations. Today, she’s doing more of that work than ever, and she wanted to share with listeners some ways to deploy effective and efficient communication tactics during tough times. On this episode of Marketing Trends, she stresses the importance of media relations, the need to understand the proper tone and timeliness of your messages, and emphasizes why you need to always be prepared.
Key Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In January, Simon Harrison accepted his new role as Senior Vice President and Chief Marketing Officer at Avaya. Now, a few months into the new position, the world needs his company more than ever. On this episode of Marketing Trends, Simon sits down to discuss how Avaya is changing the way we experience and interact with our devices, how his company is helping others make decisions more efficiently, and why simply delighting a customer is never the path you want to pursue.
3 Key Takeaways
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When your business is travel and the world suddenly comes to a standstill, your life and your business changes in an instant. That’s the situation Meagen Eisenberg founder herself in recently. Meagen is the CMO of TripActions, and when everything in the world started to shift, she was thrust into a new kind of action to find ways to address the situation and serve their customers and employees in the best ways possible. On this episode of Marketing Trends, Meagen opens up about what this process has been like for her and TripActions, and she walks us through the actions they had to take to switch gears and navigate through some of the hardest times we’ve seen in recent memory.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Jamie Moldafsky views herself as a customer champion, and it’s not just because she’s occupied the CMO chair at one of America’s largest banks for nearly a decade. It’s partially because of the chances she's taken in her career, but more so her desire to impact her customers every day. On this episode of Marketing Trends, the Wells Fargo Chief Marketing Officer sits down to discuss her passion for marketing, how Wells Fargo is working to treat their 70 million customers as individuals, and how listening to and empathizing with your customers during times of crisis could pay big dividends down the road.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In 2020 much of our life and work is on the go. In normal times we work from coffee shops, bistros, and airports, and we are constantly on the go. And while we’ve all used messaging applications like e-mail, Slack and other forms of technology to stay informed, none of them really keep us connected the way we need to be. Enter Staffbase’s Director of Marketing Jason Etter and President and Co-Founder Frank Wolf, the men who are on a mission to help the forgotten employee. On today’s episode of Marketing Trends, Jason and Frank stress the importance of company culture in today’s digital age, the value of simplistic and meaningful messaging, and why events are the best way to get to and understand your clients.
3 Key Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Collin Holmes’ marketing journey started at the local level and today, he’s still working locally, but at a much larger scale. Collin is the CEO of Chatmeter, which offers an all-in-one SEO platform to help local businesses succeed in building brand recognition and engaging with customers quickly and efficiently. When you think SEO, you probably think keywords and when you think customer engagement, you probably think about social media or Yelp reviews. But it’s so much more than that. And when you do it correctly at the local level, there is a world of opportunity available to you. Collin explains all of that and more on this episode of Marketing Trends.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In the field of oil and gas, it’s actually quite rare for companies to have a CMO. NOV is an outlier in that area, and their CMO, David Reid, joins us on this episode of Marketing Trends. David explains why in the past marketing hasn’t been a focus for many oil and gas companies, and why he thinks it’s actually a critical role not just for his company, but for the industry as a whole. People don’t know about the incredible work and innovation being done in this industry, and David is on a mission to bring those activities to the forefront. He explains that and more, here.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Storytelling is a gift and a skill. And, when told well, a story can move people, it can drive action, it can teach and it can inspire. Erik Bork knows this more than most. Erik is a screenwriter who has worked on projects such as Band of Brothers, From the Earth To The Moon, and more. We were excited to talk to him on this episode of Marketing Trends about the heart of storytelling and why it’s so important as a way to grab an audience and carry them with you. Erik discusses how a story begins, what to focus on while you are developing your story, and what it means to create an emotional connection with your audience.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Michael Anderson is the Chief Growth Officer at boodleAI, where they are putting A.I. and machine learning to work to help organizations acquire and retain donors, consumers, and investors. On this episode of Marketing Trends, Michael takes us through the work boodleAI is doing and why predictive analytics can be helpful to your growth. Plus, he explains the need for simplicity in your messaging and the critical reason why sales and marketing need to always be aligned.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
For a long time, websites have been these sort of digital brochures for companies that simply explain who they are and what they do. But Jaleh Rezaei [Szah-lay Ra-zai-e] believed they could be so much more than that. Jaleh is the CEO & Co-founder of Mutiny, which offers companies the opportunity to personalize their websites for each unique visitor. And when they do that, Jaleh says that the increase in conversions and leads is greater than you could imagine. She explains the process, the results and more on this episode of Marketing Trends.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Around the world, Intel is a brand that most people are aware of. But that wasn’t always the case. Kevin Sellers is one of the reasons why Intel was able to build up its brand recognition in new regions all around the globe. and now he’s working hard to make waves at a different company. Kevin is currently the CMO of Ping Identity, where he is helping the company emerge as a leader in a growing market of intelligent identity. On this episode of Marketing Trends, Kevin talks about his past and the work he’s doing now with personalized customer journeys and innovative marketing techniques.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
There are times in life and in business when the world throws us a curveball. Our ability to adjust to those curveballs defines who we are and our success. On this episode of Marketing Trends, we wanted to talk through how to go about making those adjustments. Sean Sheppard is the Founding Partner of GrowthX and he hopped on the phone with us to discuss his eight strategies marketers can use to navigate through a crisis. Plus, he shed some light and hope to anyone who might be struggling.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
How many games are there in the app store? And how many of those are you actually aware of? That is the question that AppLovin poses to game developers who are trying to find ways to get their apps in front of the right people. Katie Jansen is the CMO of AppLovin and on this episode of Marketing Trends, she discusses with us the strategies and tools they use to help bring more awareness to all the apps in the mobile world, and how they built up their own model for success at the company.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Toby Gabriner is a multi-time CEO and a veteran in the worlds of marketing, advertising and growth. Today, he is the CEO of NextRoll, where he and his team are building platforms that are changing the lives of marketers everywhere. Using new technology like A.I. and machine learning, NextRoll is bringing more precision and unity to the entire marketing experience. Toby discusses that and more on this episode of Marketing Trends.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
According to Mathew Sweezey, we no longer live in a world where traditional marketing efforts will pay off in big ways. Instead, marketers need to realize that the entire environment they are working in has changed, and therefore the marketing game they are playing has changed as well. It’s this entire idea that Mathew has written about in his new book, The Context Marketing Revolution and on this episode of Marketing Trends, he discusses all the things you can learn if you pick up a copy.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
As the new CMO at Pendo, Joe Chernov says that he “inherited something really special.” He joined us during his first week on the job to discuss everything he’s excited about both in the new role and going on at the company. He discussed the challenges facing marketers today and how to best set up the people you work with to be as successful as possible.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Lomit Patel is the Vice President of Growth at IMVU, and he’s also the author of the new book, Lean AI, which is part of Eric Ries' "The Lean Startup" series. On this episode of Marketing Trends, Lomit joins us to share his experiences using AI to create more efficiency on his growth and marketing teams, and why he thinks now was the right time to write this book to help other young businesses see the power of AI.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
How much content has your company generated? And where does it all live? Could you find it if you wanted to? Well, you could if you were using Algolia’s products. Having a powerful search engine is critical to bringing to light content that will help build your company’s brand and credibility. Ashley Stirrup knows this, and as the CMO of Algolia, he’s helping to make sure that other companies know it, too. He talks about the power of search, the importance of building credibility and so much more on this episode of Marketing Trends.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Building up your brand is important for any organization. But how do you define your brand, and what do other people think of you? Sometimes, the answers to those two questions don’t match up and it’s at that point that Craig Dekshenieks, the Director, Content & Marketing Operations at Aderant, says that hard choices need to be made. On this episode of Marketing Trends, Craig explains why discovering outside perceptions should be a key factor in your marketing strategy. Plus, he talks about why content needs to do more than just spread your brand message and he talks about the future of marketing.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
Henrique Saboia didn’t always know he loved marketing, but when he discovered his passion for bringing products to market, talking to customers and delivering a message, there was no turning back. After stints at Cisco Systems, Twitter and Lyft, Henrique landed at Kiva, where he currently serves as the Vice President of Growth. On this episode of Marketing Trends, he explains what his goals are as a marketer and how the work he is doing at Kiva is helping to bring about a virtuous cycle of lending and doing good all around the world, especially with women and in underserved communities.
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When you think of online advertisements, what comes to mind? Pop up ads? Pre-roll ads that run before your Youtube videos? Maybe a huge banner ad that runs across your favorite website? These are the typical, easy, go-to ads many companies are leaning toward. But according to James Avery, the CEO of Adzerk, there’s a better way — one that will lead to more return on investment and will be important in a third-party-cookieless world. He explains it all on this episode of Marketing Trends.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Most of us spend an awful lot of time at work, and as a result, there has recently been a movement to make workplaces into places you actually want to be. Whether that’s in the form of in-office activities, having the best tech available at all times, or having access to healthy and filling food, companies that want to recruit and retain top talent are focusing on creating the best environment possible. One of the companies that are helping create those environments is SnackNation, and on this episode of Marketing Trends, the co-founder and CMO, Andy Mackensen joined us to explain how he’s growing his business and leading by example by creating what Entrepreneur Magazine called one of the “top company cultures.” Plus, he dives into the marketing strategies he’s used in order to get as close to the customer as possible.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Having the time of your life in beautiful, exotic locales doesn’t seem like a very hard thing to sell, does it? Well, it’s not quite as simple as it sounds, and few know that better than John Chernesky, the Senior Vice President of Sales & Trade Marketing at Princess Cruises & Cunard Line. On this episode of Marketing Trends, John takes us through why it’s so important to sell stories and appeal to people’s emotions when marketing. Plus he discusses some of the biggest wins and surprising trends he’s seen in his years in the cruise industry.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Do you remember Yellowbook? If you do, it’s probably because of the work that Gordon Henry did while he was CMO of the company. During his tenure, he helped the company from $500M to $2B in revenues and he took the company into the digital world pushing from doing less than $10M to nearly $250M in online business. Clearly, he’s got some marketing chops and he’s using them now as the Chief Strategy Officer at Thryv, Inc. Today, Gordon is focused on helping small businesses grow and succeed and on this episode of Marketing Trends, he explains how Thryv is making that possible.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Most of the time a marketer is trying to convince you that their product or service will make your life better or solve some problems you have. Sometimes the problems are big, sometimes they’re small, and sometimes, especially if you Craig Henrickson they are industry-impacting. Craig is the Vice President of Marketing for Kinestral Technologies and he is helping to introduce and sell smart glass technology that will change the way construction is done. On this episode of Marketing Trends, Craig explains how you go about selling something to an industry that is historically stubborn and resistant to change, plus he tells some stories from his past at Bose and iRobot.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Jeanne Hopkins is the CMO of Lola.com, and whether she’s marketing her company’s business travel prowess, stepping into the podcast game or baking the best chocolate chip cookies, she has consistently been able to find success. On this episode of Marketing Trends, Jeanne talks about her somewhat circuitous journey to marketing, how she works toward ensuring customer success, and why she believes podcasting is a marketing opportunity too good to be overlooked.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
On this special episode of Marketing Trends, Mission producer Hilary Giorgi and Mission audio engineer Matt Powell joined host Ian Faison to discuss their thoughts on the ads they saw during the Super Bowl. What did we like, what were we confused by and what were some of the major themes and trends that we noticed? Stay tuned to find out!
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Sydney Sloan didn’t fall into marketing accidentally. She always wanted to be in the field and she has been finding success as a marketer ever since graduating from USC. Currently, Sydney is the CMO of SalesLoft, a rapidly-growing start-up, which is constantly changing and challenging itself to keep reaching new heights. One of the main ways she’s helped that happen is by introducing marketing automation. She talks about that process as well as why it’s so important to focus on the customer journey, and much more.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Alison Wagonfeld might have gotten her start in marketing thanks to the promise of a turkey sandwich, but she found success thanks to a drive and intellect that separated her from others. Today, Alison is the Vice President of Marketing for Google Cloud and the work she and Google are doing has an impact across the industry. On this episode of Marketing Trends, Alison talks about how she looks at hard problems, what kind of marketing strategy she’s focusing on at Google Cloud, and why she believes the partnership between the CMO and CIO is critical to achieving business success.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
If you’re a longtime listener of Marketing Trends, you know that we have always been big fans of LEGO and its marketing journey. So we were thrilled to welcome to the show Michael Moynihan, the Vice President of Marketing at LEGO. We picked his brain about how LEGO was able to take its marketing strategy to a whole new stratosphere thanks to things like digital experiences and entertainment properties. But the success did not come overnight. It was a long trip to that stratosphere, and Michael was there for it all, so he has a lot of wisdom to share.
3 Takeaways:
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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There are any number of ways to approach marketing. How Stu Heinecke does it, though, is unique. Stu is the author of How To Get A Meeting with Anyone and a Wall Street Journal cartoonist and he started his own company using what he called contact marketing. By using cartoons in direct mailing campaigns, Stu proved that people connected to and responded to those mailers, and when he used that method to find clients, he walked away with a 100% conversion rate — unheard of in the direct mail world. On this episode of Marketing Trends, Stu tells his story and discusses his books, explains how marketing has evolved through the years.
3 Takeaways:
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Some people believe that it can be lonely to be a marketer in Silicon Valley — the land of product and technology and data and innovation. In that world, marketing can fall by the wayside or seen as an afterthought. But for Mike Marcellin, the CMO of Juniper Networks, Silicon Valley is a great place to be a marketer and somewhere where you can combine data and analytics to build a marketing strategy. He explains all of that and more on this episode of Marketing Trends.
3 Takeaways:
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Getting buy-in is critical for any kind of marketing campaign. From the leadership to the sales team, everyone has to be on the same page when you’re about to implement a new strategy or marketing tactic. This is true for account-based marketing as well, and few know that better than Eric Spett, the CEO of Terminus. On this episode, recorded live at Sirius Decisions in Austin, he discusses his start in the marketing world and finding an opportunity to bring ABM to more companies with Terminus.
3 Takeaways:
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Sarah Bird knows a thing or two about search engine optimization. As the CEO of Moz, it’s the main thing her company focuses on and for good reason. SEO is one of the most important tools in a marketer’s toolkit, but Sarah believes that few really understand how hard it is to become good at SEO and tap into its full potential. On this episode, Sarah explains some common misconceptions about SEO and gets us excited about the future of search.
3 Takeaways:
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There is a misconception that content marketing can’t be part of a huge marketing campaign. At least, that’s what Cathy McPhillips has seen. But, as the Vice President of Marketing at the Content Marketing Institute, she’s trying to show agencies and marketers everywhere that you can integrate content marketing into your campaigns. On this episode of Marketing Trends, Cathy talks about how that’s possible and gives examples from the real world to show how companies like REI, Lowes, and Patagonia were able to turn their content marketing activities into revenue generators.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Frazier Miller says his first love was product management, which allowed him to focus on the customer. He brought that love with him as he moved up the corporate ladder and he taps into it frequently when devising strategy as the CMO of Wrike. On this episode of Marketing Trends, Frazier discusses why he thinks that focusing on product fit is such an effective marketing strategy, plus he explains what it means to work in a high-velocity business.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Anantha Narasimhan is Program Director of Global Marketing for Unified Governance & Integration at IBM. Throughout his career in sales, analytics, and marketing at leading technology companies, he has learned the importance of horizontal and vertical alignment for success and the power of friendly competition.
On this episode, Ananth describes his journey into marketing and the keys to his success at IBM, so far. He discusses the importance of team-building and generating momentum to achieve big wins.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
With more than 30+ years of marketing experience and plenty of stories to go around, we were so excited to welcome back Michael Mendenhall, Chief Marketing & Communications Officer, TriNet for another episode on Marketing Trends! In case you missed it, here’s our first episode with Michael. On this episode with Michael, we dig deeper into Michael’s story bank and talk all things asset synergy, longer/shorter-term content, and much more!
3 Key Takeaways:
- The synergy of company assets should be leveraged in your marketing.
- Think about the larger narrative when creating shorter-term narratives with the marketing campaigns that are being created.
- Content shouldn’t be clutter for consumers, be mindful and succinct in your content.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Today's episode features an interview with Jud Mackrill, CMO of the Carson Group. On this episode, Jud talks about marketing in the financial services industry, how theology school prepared him for a career in marketing is best CMO advice and much more.
3 Takeaways:
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Artificial intelligence is a technology that is exciting to some and frightening to others. So how should marketers react to this new and potentially revolutionary technology? According to Vijay Chittoor, Co-Founder and CEO of Blueshift, AI has the power to help marketers scale their decisions and increase their influence, if leveraged correctly.
In this interview, Vijay talks about the best ways for marketers to utilize AI, why they should take a customer-centric rather than a channel-centric approach, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/34A4kLO
LinkedIn: linkedin.com/in/vijaychittoor
Twitter: twitter.com/vijaycs42
Blueshift Website: blueshift.com/
3 Key Takeaways:
- Marketers should take a customer-centric rather than a channel-centric approach to marketing.
- AI enables marketers to take a customer-centric approach and to scale their decisions across channels and formats.
- The most common mistake marketers make when it comes to AI is not focusing enough on collecting great data and integrating all the datasets they have.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Live from Dreamforce 2019, Marketing Trends had the opportunity to do a live recording with Sydney Sloan, CMO of SalesLoft, Keith Messick, CMO of Dialpad, and Nick King, VP CX Marketing at Cisco. On this episode of Marketing Trends, we get into marketing against competitors, how to think about branding, best practices for engaging with customers, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2OlxqcK
Keith’s LinkedIn: http://bit.ly/2GTSjYx
Sydney’s LinkedIn: http://bit.ly/34orNjR
Nick’s LinkedIn: http://bit.ly/2OoYU1m
3 Key Takeaways:
- It’s easy to use similar marketing talk as your competitor. It’s harder to go a different path and standout.
- Brand consistency is really understanding what your brand stands for and investing heavily in that.
- Implementing your customer’s voice and promoting their problems and how they were solved is very valuable.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
What separates great brands from the pack? According to Mayur Gupta, CMO of Freshly, it is their ability to quickly iterate and learn. He has used this approach to build brands and grow companies like Spotify and Kimberly-Clark. On this episode of Marketing Trends, Mayur explains this approach and how marketers can implement it into their work.
Links:
Full Links, Quotes, & Notes: http://bit.ly/34hc5Gd
Mayur’s LinkedIn: linkedin.com/in/inspiremartech/
Mayur’s Twitter: twitter.com/inspiremartech
Website: https://www.freshly.com/
3 Key Takeaways:
- Speed is the most important differentiator for a brand.
- Marketers need to have an experimentation mindset where success is determined by how quickly they can iterate and learn.
- “A purpose-driven brand amplifies the tangible and measurable growth of the business.”
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Many brick-and-mortar retailers have struggled to succeed in the 21st century with the rise of e-commerce competitors. But a few marketers have managed to turn their physical retail presence into an asset, rather than a liability.
One such innovator is Jeannine D’Addario. As Chief Marketing and Communications Officer at Guitar Center, Jeannine has overseen an increased emphasis on Guitar Center locations as places of learning and education. On this episode of Marketing Trends, she tells us how building these customer experiences have helped Guitar Center succeed in the marketplace.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2Yy1Qw9
Jeannine’s LinkedIn: linkedin.com/in/jeannine-davis-d-addario-6789437/
Jeannine’s Twitter: twitter.com/jdaddario
Guitar Center Website: guitarcenter.com/
3 Key Takeaways:
- Physical retail succeeds when it is an experience, not just a place to shop.
- Education is a great way to bring people into the pipeline and begin the customer journey.
- Brand consistency is crucial. You have to know your values and make your retail strategy an extension of them.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketing automation has been around for a little while now, but few marketers fully optimize how they use this crucial technology. On this episode, we sat down with Casey Cheshire, Founder & CMO of Cheshire Impact to learn how to optimize a marketing automation strategy, best practices for aligning with sales, and much more. Casey is also the author of "Marketing Automation Unleashed: The Strategic Path for B2B Growth," a book that digs even deeper into these topics.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2DFBTAX
Casey’s Book: https://amzn.to/2rs8k38
Casey’s LinkedIn: http://bit.ly/2rxKZNe
Casey’s Twitter: http://bit.ly/2QXwXPG
Cheshire Impact’s Website: http://bit.ly/33oUEmA
3 Key Takeaways:
- Don’t think of your prospects as transactions.
- Take a step back every now and then and think about the bigger picture of what your marketing, marketing automation, and overall strategy are.
- Make sure your sales team and marketing team are aligned on a common vocabulary.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
According to Alex Weinstein, SVP of Growth at Grubhub, standout marketers all have something in common: A focus on ‘the bigger thing,’ or in other words, the core objectives and principles of the business.
On this episode of Marketing Trends, Alex tells us how to achieve this focus, and what kinds of impact it drives. He also talks about incrementality, aligning incentives, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2soiG4r
Alex’s LinkedIn: linkedin.com/in/alexweinstein/
Alex’s Twitter: twitter.com/alexweinstein
Grubhub Website: https://www.grubhub.com/
3 Key Takeaways:
- Marketers need to consider incrementality, or what would have happened had they not taken a given action.
- Great marketing leaders need to create a culture where failure in the pursuit of experimentation is tolerated.
- For marketers to be effective, they can’t just be concerned about their own budgets. They need to be focused on ‘the bigger thing.’
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
With more than seven years of experience in direct patient care, Kathy English knows a thing or two about finding and resolving pain points. Now, as CMO of Vocera, a healthcare technology company, she’s solving pain points of a different type. On this episode, Kathy talks about how to find, diagnose, and resolve pain points, her best advice for a first time CMO, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2D8L24O
Kathy’s LinkedIn: linkedin.com/in/kathydenglish
Kathy’s Twitter: twitter.com/englishkathy
Vocera Website: vocera.com
3 Key Takeaways:
- Marketers should start by addressing pain points, not promoting a product or technology.
- Customer stories resonate because they allow prospects to see positive outcomes.
- Great marketers stay focused on the mission of their brand.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Few processes hold as much promise as the idea of agile marketing. It has the potential to improve efficiency and effectiveness for marketing teams of all sizes. To find out more about this revolutionary system, we spoke with Jascha Kaykas-Wolff.
Jascha is the CMO of Mozilla and has previously served as the CMO of BitTorrent and the founder of Growthverse. On this episode, he talks about agile marketing, open-source, his best advice for a CMO, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2NZ5M5c
LinkedIn: linkedin.com/in/kaykas/
Twitter: twitter.com/kaykas
Mozilla Website: mozilla.org/en-US/
3 Key Takeaways:
- To get ahead in your career as a marketer, be clear about what you do and how you help others.
- Agile marketing is all about determining priorities and working on those priorities more efficiently.
- To be effective, CMOs can’t just understand marketing, they have to understand the underlying dynamics of the business.
Are you at Dreamforce 2019 this week? Come join us for a live episode this Tuesday, November 19th at 5:30 pm at the Pied Piper Bar in the Palace Hotel. Find more details and RSVP here: https://www2.pardot.com/event/1119/marketing-trends-live
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Transformation takes time. But time isn’t a luxury that marketing leaders can always afford. When Aditi Javeri Gokhale first stepped into the CMO role of Northwestern Mutual, she had just a few short months to define a new direction.
On this episode of Marketing Trends, she talks about how she was able to enact rapid change and move her marketing organization in a more productive direction. Aditi also talks about delivering personalized content, innovating in the financial services sector, and much more.
Links:
Full Links, Notes, & Quotes: http://bit.ly/33Mn4YM
Aditi’s LinkedIn: linkedin.com/in/aditi-javeri-gokhale-5166718/
Aditi’s Twitter: twitter.com/aditigokhale_
Northwestern Mutual: northwesternmutual.com/
3 Key Takeaways:
- Successful marketing needs to do more than spread brand awareness. That awareness needs to lead to action.
- In today’s data-rich environment, marketing content should be tailored to the particular situation of its audience.
- Having good data is not enough. The difference between successful marketers and others is the ability to draw insights and execute on the insights drawn from that data.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
With the number of technologies and disciplines involved in marketing, it is easier than ever for marketing professionals to specialize. But for a marketer to become a leader, they need to widen their scope and understand how to interface with every aspect of marketing, according to Alecha Stackle. Alecha is the SVP & CMO of RealPage, and has more than two decades of marketing experience with companies like Thompson Reuters and Dell.
On this episode, Alecha talks about how to become a complete marketer, how to identify content that works, and how to engineer a more effective customer journey.
Links:
Full Notes & Quotes: http://bit.ly/2NEViYK
Alecha’s LinkedIn: linkedin.com/in/alechastackle/
Alecha’s Twitter: twitter.com/alechastackle
RealPage: realpage.com/
3 Key Takeaways:
- Marketers need to find a way to get a wide exposure to different functions, departments, technologies, and experiences in order to become effective marketing leaders.
- Market forces have made it more important than ever to create a complete and thoughtful customer journey.
- New CMOs can’t do everything on their agenda. They should be careful about what they promise and focus on those things that will have the largest impact.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Jon Miller could be doing anything. A successful entrepreneur who sold his first startup for nearly $5 billion, he doesn’t have to work if he doesn’t want to. And yet Jon has returned to the task of innovating the field of marketing with his last startup, Engagio.
What is it about marketing innovation that keeps Jon coming back for more? On this episode, Jon answers that questions, and talks about the process of category creation, the future of marketing innovation, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2qp7G5Y
LinkedIn: linkedin.com/in/jonmiller2
Twitter: twitter.com/jonmiller
Website: www.engagio.com
3 Key Takeaways:
- Marketers don’t necessarily need to be involved in a social cause to find meaning in their work. They can find meaning in facilitating value-creating transactions.
- More than most other functions, marketers need to earn respect and prove their impact.
- According to Jon, two of the biggest marketing trends of the future will be a return to storytelling and the CMO taking full ownership of the customer experience.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
They say who you know is as important as what you know, and that’s as true for marketers as it is for anyone else. So how can marketers go about creating world-class networks? To find out, we talked to Karen Wickre, author of Taking the Work Out of Networking: Your Guide to Making and Keeping Great Connections. Karen has an extensive background in both networking and marketing, having served as the Editorial Director at Twitter and the Senior Media Liaison for global communications and public affairs at Google
On this episode of Marketing Trends, Karen shares insights from her book, talks about best practices for networking, and also shares some insights about content marketing and marketing leadership.
Links:
Full Notes, Links, & Quotes: http://bit.ly/2WHMlkj
Karen’s Twitter: twitter.com/kvox
Karen’s LinkedIn: linkedin.com/in/karenwickre/
Taking the Work Out of Networking: http://bit.ly/2r4npHI
3 Key Takeaways:
- Your network is your currency. If you don’t have connections you won’t achieve success, even if you are personally brilliant.
- Networking isn’t just about making direct connections for yourself, it’s also about connecting others who can help each other.
- Deep connections are important, but “keeping in light touch” is also a crucial component of any networking strategy.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Every business has customers. But what makes a brand truly powerful is not having customers, but having fans. So how does a brand acquire fans? To find out, we talked to Eric Solomon, Fractional CMO at Blackbird. Eric has a PhD in psychology and a long track record of helping brands connect with their audiences. On this episode, Eric also talks about customer-centricity, building a community, and best practices for great storytelling.
Links:
Full Notes & Quotes: http://bit.ly/2JucYDR
Eric’s LinkedIn: http://bit.ly/2oT257z
BlackBird: http://bit.ly/2Bxe5ht
3 Key Takeaways:
- Brands need to be focused on the long term. They can’t lose sight of long-term relationships just for the sake of hitting short-term metrics.
- You can’t keep the same strategy and just move it to a new channel. For example, digital video required a completely new strategy from television advertising.
- Most brands do not aim to simply be a platform. They aim to be synonymous with what they are selling ie. Spotify aims to be synonymous with sound.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
As marketers, we strive to speak to consumers’ deepest desires and values. But how can we do that if we don’t even know what those values are? On today’s episode of Marketing Trends, we spoke to someone who is trying to discover and measure those values.
Amelia Dunlop is the Chief Experience Officer for Deloitte Digital and the leader of the US Customer Strategy and Applied Design practice for Deloitte Consulting. On this episode, she explains how marketers can tap into consumers’ values to create more human experiences, earning long-term loyalty and trust in the process.
Links:
Full Notes & Quotes: http://bit.ly/3225Gxo
Amelia’s LinkedIn: http://bit.ly/2oSPFMZ
Amelia’s Twitter: http://bit.ly/32PGNGk
Deloitte Digital: http://bit.ly/2Pd0lRc
3 Key Takeaways:
- Companies create human experiences when they treat those they come into contact with as real people, rather than just customers or potential customers.
- Those who create the most human experiences also tend to create the most innovative ideas.
- Human values come down to four essential elements: achievement, belonging, curiosity, and control.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Taking on a larger and older competitor can be intimidating. They have more people, money, and resources to throw at you and try to knock you out. But that doesn’t mean it’s impossible. With the right strategy and execution, newer entrants can out-compete and eclipse their larger competitors.
On this episode of Marketing Trends, we talked to Daniel Rodriguez to find out how. Daniel is the Head of Marketing at Alyce. Previously, he served as the VP of Seismic, where he helped it eclipse, and eventually acquire, the previous market leader. In this interview with host Lauren Vaccarello, Daniel also talks about ABM, the importance of consistency, and how to approach new channels.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2MVnWV9
Daniel’s LinkedIn: linkedin.com/in/drodriguez4/
Daniel’s Twitter: twitter.com/dlrdaniel
Website: alyce.com/
3 Key Takeaways:
- When implementing an ABM strategy, it’s not enough to target the right accounts. You need to create an experience that wows your target audience.
- All marketers should think of themselves as innovators or fast-followers when it comes to finding and exploiting new channels.
- Consistency is key. It’s easy to get bored with your messaging when you create it and hear it every day, but your target market hears it far less.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketers have many skills and insights that can be valuable to companies at every level of their organization, and not just within the marketing team. So how do marketers make the leap from being marketing leaders to becoming organizational leaders?
To find out, we spoke with Katie Bullard, President of DiscoverOrg. Katie started out as CMO at DiscoverOrg, before quickly transitioning to Chief Growth Officer and eventually to President. On this episode, Katie also discusses why product marketing needs to be rethought, how she evaluates new channels, what to do to be successful as a new CMO, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2pmBEqR
Katie’s LinkedIn: linkedin.com/in/katiebullard/
DiscoverOrg Website: discoverorg.com/
3 Key Takeaways:
- Product and marketing are inextricably linked because new products need to meet customer needs that can be identified by marketing.
- As a new CMO it’s important to get quick wins, but also to be realistic and honest that everything is not going to happen right away.
- Focus on having really great relationships with your peers and establishing open communications between marketing and other departments.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Rewards programs can shape consumer behavior, increase customer loyalty, grow revenue, and improve customer satisfaction. But effectively implementing a successful rewards program is much easier said than done. To find out more about the best practices in this important field, we spoke with Leslie McNamara, Managing Director & CMO of Citi Retail Services.
On this episode, she talks about why payment and rewards programs are so effective, how to effectively plan and execute them, what the future will hold for such programs, and much more.
Links:
Full Notes & Quotes: http://bit.ly/2qG63AN
Leslie’s LinkedIn: linkedin.com/in/lesliemcnamara
Citi Retail Services: citiretailservices.com/
3 Key Takeaways:
- Customer payment and customer loyalty programs allow you to make in-person shopping a more data-rich environment and help you be more effective with your targeting and promotions.
- Integrating your in-person and online shopping experiences is essential for an effective payment and rewards system, and will create a more cohesive brand experience.
- Sales reps form the front lines and determine much of how your brand will be perceived. They need to be highly educated when it comes to payment and loyalty programs.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The right analyst report can make a product marketer’s career. So how can a marketer make sure that analyst relations is something that works in their favor? To find out, we brought in Andrew Lochart Senior Director of Product Marketing at Unisys. Andrew has helped numerous organizations grow exponentially with his product marketing and analyst relations know-how.
In two years with Unisys, he has led eight major product launches and developed 12 major campaigns, driving $1.5B in pipeline. On this episode, he shares some of his keys for taking analyst relations to the next level.
Links:
Full Notes & Quotes: http://bit.ly/2N5vF1C
Andrew’s LinkedIn: http://bit.ly/2P9QxaD
Andrew’s Twitter: http://bit.ly/2qznbIp
Unisys: http://bit.ly/2Jf2IiJ
3 Key Takeaways:
- Transparency within marketing is the key to success. Know what you're good at, what you’re bad at, and be honest about it.
- Hitting the upper-right corner of the “magic quadrant” should be a symptom of success, not your primary aim.
- When it comes to marketing, the relationship you have with your analysts is every bit as important as the relationship you have with the consumers.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Amazon is becoming an ever-larger part of the distribution and marketing strategies for more and more brands. So how can brands optimize their presence on this e-commerce giant? To find out, we talked to Kiri Masters, founder of Bobsled Marketing, a digital agency committed to helping brands of all sizes grow and protect their Amazon marketplace channels.
On this episode of Marketing Trends, Kiri talks all things Amazon. She shares which brands should and shouldn’t be selling through Amazon, what the latest update and trends are with the platform, how to think about developing an effective Amazon strategy, and much more.
Links:
Full Notes & Quotes: http://bit.ly/2JaZPiO
Kiri’s LinkedIn: http://bit.ly/2qsTatV
Kiri’s Twitter: http://bit.ly/2nUlEvw
Bobsled Marketing: http://bit.ly/31yHrqE
3 Key Takeaways:
- To successfully scale on Amazon, you must have a team approach to it, not just a single Amazon pro.
- Brands need to take a realistic look at whether their product has strong enough customer relationships to warrant a direct-to-consumer approach or whether they should consider distribution on Amazon.
- Amazon isn’t just a distribution platform, it’s also a search-engine where consumers go to look for physical products.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Many advertising agencies believe that sexy is what sells in today's marketplace, but Travis Chambers, Chief Media Hacker and Founder of Chamber.Media, takes a different approach. He believes that understanding and relating to the audience is what makes a good advertising campaign: "We all want to be working on the cool, sexy thing." Travis says. "But I've seen some of the stuff that's not very sexy do really well. It's all about performance".
On this episode of Marketing Trends, Travis sits down with Ian Faison to discuss his philosophy about what makes a marketing campaign great and how Chamber.Media differentiates itself from the competition. Travis discusses virality and social media, and also how to integrate these new forms of marketing with more traditional campaigns.
Links:
Full Notes & Quotes: http://bit.ly/2qqELhO
Travis’s LinkedIn: http://bit.ly/2MrQ4yD
Travis’s Twitter: http://bit.ly/2VTZar6
Chamber.Media: http://bit.ly/33HGVrx
3 Key Takeaways:
- Marketing is not always about what is sexy; it’s about connecting with and relating to the audience.
- Social ads are a great way to reach your target audience, but they’re not the only way and should be used in the context of a wider campaign.
- The biggest challenge in marketing is making people care about ads. Emotion is the key to accomplishing this.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
This episode of Marketing Trends features a CMO roundtable with Meagen Eisenberg, Harsh Jawharkar, and Thomas Butta of TripActions, Atlassian, and SignalFx, respectively. They discuss how to succeed as a new CMO, the future of SaaS marketing, how to work with a board of advisors, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/32ux206
Meagen’s LinkedIn: linkedin.com/in/meageneisenberg
Harsh’s LinkedIn: linkedin.com/in/harsh/
Tom’s LinkedIn: linkedin.com/in/tombutta/
TripActions Website: tripactions.com/
Atlassian Website: atlassian.com/
SignalFx Website: signalfx.com/
3 Key Takeaways:
- When starting as a new CMO, don’t come in with an agenda or preconceived notions about what you should do. Be open to suggestions and feedback.
- In a SaaS environment, it’s crucial to be tightly aligned with your CFO so you can plan, understand, and justify acquisition strategies.
- Whether joining them or forming them, advisory boards are a great way to gain exposure and form a community.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Rebranding is never easy, even under the best circumstances. And Nick Ragone was not facing easy circumstances. When he took over as the CMO of Ascension, he was tasked with taking dozens of individual healthcare providers and bringing them all under a single brand to form the largest non-profit health system in the United States.
On this episode of Marketing Trends, Nick tells us how he pulled this off and what it taught him about branding and marketing leadership.
Links:
Full Links, Quotes, & Notes: http://bit.ly/33HOpe2
Nick’s LinkedIn: linkedin.com/in/nick-ragone-383989/
Nick’s Twitter: twitter.com/nickragone2
Ascension Website: healthcare.ascension.org/
3 Key Takeaways:
- If you’re going to rebrand, it needs to start internally first. It can take years to build that internal buy-in, but it's absolutely necessary.
- Great marketing needs to have pull-through. It can’t just be creative for creativity’s sake; it needs to present a solution to a legitimate market need.
- “A brand is a promise. A great brand is a promise kept.”
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Ryan Carlson is Chief Marketing Officer at Okta. As the head of Okta's Marketing team, he oversees Product Marketing, Corporate Marketing, Demand Generation, Sales Development and Pipeline Strategy and Operations. Amidst all those demands, what does he make his primary focus? Getting the world to know, love, and share the Okta story.
On this episode of Marketing Trends, Ryan talks about how to tell an effective brand and product story, how to bring customer insights into your organization, why you should build a team of mentors, and much more.
Links:
Full Links, Quotes, & Notes: http://bit.ly/32kAf2n
Ryan’s LinkedIn: linkedin.com/in/ryancarlson
Ryan’s Twitter: twitter.com/ryantcarlson
Okta Website: okta.com
3 Key Takeaways:
- A marketing leader’s job is not only to carry an organization’s message to the outside world, but also to carry the attitudes, needs, and responses of the market back to the organization.
- Successful brands shouldn’t be afraid to express a strong viewpoint. That viewpoint should be true to who the brand is and relate to their core messaging.
- When working with analysts and influencers, it’s better to get started right away. Effective analyst relations programs take a while to bear fruit.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Square might have started as a simple point of sale app for business owners, but in recent years it has grown to be so much more. With an incredible range of products that offer business solutions of all kinds, Square has been infiltrating new markets every day.
There are many reasons Square has been so successful, and one of them is excellent marketing. As the Global Head of Marketing for Square, Lauren Weinberg has had a lot to do with that.
Most marketers will tell you that storytelling is one of, if not the most important aspects of a good marketing campaign. Lauren and Square take that belief to heart and insert meaningful and impactful stories into everything they do. And the goal is always the same: “Everyone's here to make tools and services to make it easier for small business owners to succeed,” Lauren says. “It just really is in the DNA of everything that we do.”
On this episode of Marketing Trends, Lauren explains that ethos to Mission CEO Chad Grills and dives into the details of how her team injects storytelling into their marketing campaigns. On social, in editorial, and even through a new video series and a foray into podcasting, Lauren is leading an expansion of marketing at Square and she’s excited to share it all.
Links:
Full Links, Quotes, & Notes: http://bit.ly/33wdF7i
Lauren’s LinkedIn: linkedin.com/in/laurenweinberg13
Lauren’s Twitter: twitter.com/WeinbergLauren
Square Website: squareup.com/us/en
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When Rebecca Corlis first started building her marketing team at Owl Labs, she realized that the first type of employees she needed were generalists. The marketing needs of her company changed so much from day to day that he needed people who could learn quickly and answer the call no matter what was thrown their way.
Rebecca is also a generalist herself. Having worked in a variety of capacities and industries, she has built up skills that span a variety of roles. On this episode of Marketing Trends, Rebecca talks about how to become a generalist, and also how to find and hire them.
Links:
Full Links, Quotes, & Notes: http://bit.ly/2VxCU68
Rebecca’s LinkedIn: linkedin.com/in/rebeccacorliss/
Rebecca’s Twitter: twitter.com/repcor
Owl Labs: owllabs.com/
3 Key Takeaways:
- Early in a company’s lifecycle, it’s important to hire generalists who can adapt to changing circumstances.
- Grit and adaptability are key attributes in becoming an effective generalist.
- It’s also crucial to find a great mentor who can teach you and who believes in you.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When Daniel Englebretson took a role with Phononic, he did so specifically with a mind toward “getting a master’s degree in ABM.” Now, two years later, he has used his time to learn how to use ABM to drive exponential growth.
On this episode of Marketing Trends, Daniel shares why ABM is so effective, his best practices for getting the most out of an ABM strategy, and much more.
Links:
Full Notes & Quotes: http://bit.ly/2ImenLZ
Daniel’s LinkedIn: http://bit.ly/30CFRU4
Daniel’s Twitter: http://bit.ly/2naOFTk
Phononic: http://bit.ly/30O4D3P
3 Key Takeaways:
- ABM is the strategy, not the tactic. How you reach people can change, but the idea of focusing on a few key accounts is fundamental to ABM.
- Daniel uses the TEAM framework for ABM: Target, Engage, Activate, and Measure.
- Different ABM strategies will focus on a different step in that TEAM framework, depending on the needs of the company implementing it.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In today’s noisy digital environment, breaking through and being heard is more difficult than ever. Many marketers ratchet up the number of exposures or the shock value of their messaging in an effort to cut through the noise. But according to David Yovanno, CEO & Director of Impact, there is a much easier and more effective way: partnership marketing.
On this episode of Marketing Trends, David explains what partnership marketing is, how to use it most effectively, and why it leads to larger reach, improved efficiency, and better results.
Links:
Full Quotes & Mentions: http://bit.ly/2lB6Vol
David’s LinkedIn: http://bit.ly/2mQapTV
David’s Twitter: http://bit.ly/2mIVZoI
Impact: http://bit.ly/2lOE4gi
3 Key Takeaways:
- A partner is somebody who has a trusted first-party relationship with a customer or with an audience that somebody else wants to acquire as a customer.
- Many people no longer trust paid advertising; they want to find trusted advice and do their own research. Partnership marketing is a great way to get third-party validation.
- Managers and executives need to understand how to execute effectively on partnerships or risk being left behind.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
A lot of ink has been spilled about the idea of creating a great customer journey. But according to Judd Marcello, EVP of Global Marketing at Cheetah Digital, creating a customer journey is impossible in today's digital world. You simply can't dictate how a customer will come to your brand and go through the buying process.
On this episode of Marketing Trends, Judd explains why marketers should instead focus on observing consumer behavior and responding to it. He also talks about coming up with unique, effective customer loyalty programs, his best advice for a first time head of marketing, and much more.
Links:
Full Notes, Quotes, & Links: bit.ly/2n0ZXtv
Judds’s LinkedIn: linkedin.com/in/juddmarcello/
Judd’s Twitter: twitter.com/juddmarcello
Cheetah Digital: cheetahdigital.com
3 Key Takeaways:
- Customer journeys can't be dictated to the consumer. Instead, marketers should think about observing customers' behaviors and facilitating a great experience from there.
- In order to be successful, customer loyalty programs need to offer unique value. It isn't enough to offer a points program that looks like every other customer loyalty program out there.
- Every action you take reflects your brand. Everybody in the company is responsible for loyalty, and it will be reflected in everybody's actions.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When Susan Campbell first started creating content for Panasonic USA, it was mostly just email pieces that stood on their own. But as she went deeper into developing content, she realized how much more powerful it could be when it was integrated with what everyone else on the marketing team was doing.
As Marketing Group Manager, she now is in a position to make sure that communications, SEO, email marketing, social media, and every part of her marketing organization is aligned behind the content marketing strategy and sharing the same key messages. On this episode of Marketing Trends, she shares how alignment can lead to a unified customer journey and better results.
Links:
Full Notes & Quotes: http://bit.ly/2oMRfzy
Susan’s LinkedIn: linkedin.com/in/susankaycampbell
Susan’s Twitter: twitter.com/suekaycampbell
Panasonic USA: https://na.panasonic.com/us/
Key Quotes:
“It wasn't until we came together as an internal group and our agency partners came out of our silos and said, 'let's work across the customer experience and focus on the customer,' that we really started to see content be that fuel.”
“Getting into content marketing and having a deeper knowledge of what our customers are going through has helped us develop more content. Because, once you get into that storyline and you understand your customers' job, there is so much more to write about.”
“If we want to be integrated marketers and have a unified customer journey, we had to be an integrated marketing team regardless of what organization structure existed.”
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
What is a brand? According to Seth Farbman, former CMO of Spotify, it isn’t “a logo, or the name of the company, or anything marketing owns.” To Seth, your brand is “everything you do and say and make.”
In part 2 of our interview with Seth, he talks about how he helped Spotify develop its brand identity. He also talks about customer-centricity, user experience, working with artists, and much more.
Links:
Full Notes & Quotes: http://bit.ly/2ou4IvU
Part 1: bit.ly/2lYNgP2
Seth’s LinkedIn: https://www.linkedin.com/in/sfarbman/
Seth’s Twitter: https://twitter.com/sethfarbman
Spotify: https://www.spotify.com/us/
Key Quotes:
- “Brand is not a logo. It's not the name of the company. It's nothing marketing owns. Brand is simply an aggregation of everything you do and say and make.”
- “My challenge to that team was extreme creativity. It was to push us forward, to take risks. You know, I had one new creative who said, 'I don't understand where the line is.' And I said, 'Neither do I. We'll cross it, we'll get the shit out of us for a day, and then we'll know where the line is.'"
- "You need your work to be so interesting that it does not feel like marketing and people share it."
- “I'm excited to be able to return without apology to the original purpose of marketing, which is to let people dream, and to give people hope and to help them identify what's important to them in their lives.”
- “Hire really, really good people and the rest will take care of itself.”
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
As a marketer and entrepreneur, Seth Farbman has helped to shape and transform some of the most recognizable brands. Seth Farbman was the former chief marketing officer for Spotify, the world's largest music-streaming service. He had overall responsibility for the Spotify brand, the customer experience, and all marketing and external communications worldwide, across more than 50 countries and with a customer base of more than 75 million.
Before Spotify, Seth was the CMO for Gap, driving a turnaround that increased the company's share price almost threefold. He was also the co-founder and president of OgilvyEarth. Farbman was named one of Forbes's 10 Most Influential CMOs in the World and one of the Top 50 Most Creative People by Ad Age.
On this episode, Seth shares some of the lessons he has learned during his career, including how to build a brand that connects emotionally and establishes trust with people, and how to lead a brand transformation.
Links:
Full Notes & Quotes: bit.ly/2lYNgP2
Seth’s LinkedIn: linkedin.com/in/sfarbman/
Seth’s Twitter: twitter.com/sethfarbman
Spotify: spotify.com
Key Quotes:
- “I do feel like the imposter, I do feel like I'm unqualified. But that makes you try harder. It makes you focus more and learn faster."
- “It's about discovery. That's the best service that you can give to people in a highly complicated world. There's no shortage of information out there."
- "I just didn't understand why we insisted on calling our audience 'users.' It feels like you're there to get value from them. So we just changed names to call them fans and suddenly you want to be closer to them. You understand them better. You want to feel their fandom."
- “And people often ask, 'well, where do you start? How do you look at the data?' But sometimes it's the simple things"
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
We live in a world that is more connected than ever before. That means that more marketers are able to make a global impact, even if they aren't working in New York, Los Angeles, or San Francisco. On this episode of Marketing Trends, we host our first global CMO roundtable and hear from some of those marketers who are having a big impact even though they're located in a small country.
For this roundtable, we hosted three members of G-CMO, an organization that connects Israeli heads of marketing and growth. Those three people are Efrat Fenigson, Co-Founder of G-CMO, Matti Yahav, CMO of SodaStream, and Tamir Jerby, VP of Growth at Lemonade.
On this episode, they talk about the unique advantages and challenges of leading a global marketing team from a smaller market, the marketing environment of Israel in particular, their favorite campaigns, and much more.
Links:
Full links, notes, and quotes: http://bit.ly/2mfz44q
Learn more about G-CMO: https://youtu.be/XBWqUCpCfDo
Efrat’s LinkedIn: linkedin.com/in/efrat
Matti’s LinkedIn: linkedin.com/in/mattiyahav
Tamir’s LinkedIn: linkedin.com/in/tamirjerby
Lemonade: lemonade.com
SodaStream: sodastream.com
3 Key Takeaways:
- Brands that start in smaller markets and want to go global need to have strong partnerships with very capable teams in local markets.
- Creating a community where members can share best practices and offer support is an invaluable resource and creates a lasting advantage for all those involved.
- Create such a strong brand identity that you would be willing to promote your competitors' attack ads because they say something about what your brand stands for.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Finding exponential growth is the dream and goal of every startup. It’s also extremely difficult. On this episode of Marketing Trends, we talked with an expert in startup growth about what it takes to achieve liftoff. Brian Rothenberg is a partner at the venture capital firm defy.vc and a veteran of startup marketing himself. He previously served as the Head of Growth and GM at Eventbrite and the Co-Head of Marketing at TaskRabbit.
On this episode, Brian talks all about how growth needs to evolve at every startup stage, including how to find product/market fit, scaling, and creating durable growth.
Links:
Notes & Quotes: http://bit.ly/2mVRkzI
Brian’s LinkedIn: linkedin.com/in/brianrothenberg/
Brian’s Twitter: twitter.com/bmrothenberg
Defy: defy.vc/
3 Key Takeaways:
- Growth marketing looks different at different stages for a startup. Effective entrepreneurs need to learn to adapt and change as their company grows.
- In the first stages, marketing should be focused on experimentation and finding product-market fit.
- After that comes finding the most effective marketing channels and optimizing those channels.
Bio:
Brian is an Investment Partner at Defy.vc. He previously worked at Eventbrite as the VP of Growth and GM of their self-service business/product. He helped to scale Eventbrite’s business to several billions of dollars in annual transactions across 180+ countries around the world.
Before Eventbrite he was Co-Head of Marketing at TaskRabbit where he helped to 3x their core business volume and co-authored the strategy that led to TaskRabbit’s successful pivot to a more tightly-managed marketplace. He joined TaskRabbit via acquisition of his own company, SkillSlate, which he co-founded and ran product and marketing for.
Brian started his career as a Product Manager for Yahoo!’s marketplace businesses where he was focused on consumer product, SEO, conversion optimization, traffic acquisition, and any other growth lever he could find.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
As a marketing leader, getting to know your target market is crucial. Marketers who know and understand their customer-base are able to unlock exponential growth. So how can marketers get in sync with those they seek to reach? To find out, we talked to Marie Rosecrans, SVP of SMB Marketing at Salesforce.
On this episode of Marketing Trends, Marie also talked about how to build a great marketing team, her favorite ad campaigns, and much more.
Links:
Full Notes & Quotes: http://bit.ly/2m6XmNz
Marie’s LinkedIn: http://bit.ly/2lOXi5e
Marie’s Twitter: http://bit.ly/2kv5V4F
Salesforce: https://sforce.co/2lLV86l
3 Key Takeaways:
- Surrounding yourself with a great team is one of the most important things you can do as a leader.
- “You absolutely have to know who your customer is, in and out. Don't bother with any marketing - don't spend a penny - until you've done that.” - Marie Rosecrans
- Consider showcasing your customers and promoting their successes.
Bio:
As senior vice president of SMB marketing at Salesforce, Marie Rosecrans focuses on empowering small and medium businesses with the tools and resources they need to grow. Before joining Salesforce in 2008, she held positions in customer support, professional services, product marketing, and program management at Oracle, Peoplesoft, Evolve, and Primavera. Marie lives in the San Francisco Bay area and enjoys hiking and traveling with her husband and family.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There have been Marketing Trends episodes about how CMOs should approach their first 90 days on the job. But on this episode, we talk with someone who is actively going through it. Lauren Vaccarello was named CMO of Talend just before this episode was recorded. Across the roundtable, we had Thomas Butta, who has served as CMO multiple times and currently serves as CMO of SignalFx.
On this episode, Tom and Lauren dive deep into how to succeed as a new CMO. They also talk about real-time analytics, leadership, giving feedback, and much more.
“Not only is your job to help position your company in a way that you can guide your customers to where they need to go, but I think you also need to be a coach, a mentor, and a guide to your team.” - Tom Butta
Links:
Full Notes & Quotes: http://bit.ly/2mEkgw4
Tom’s LinkedIn: linkedin.com/in/tombutta
Tom’s Twitter: twitter.com/thomasbutta
SignalFx: signalfx.com
Lauren’s LinkedIn: linkedin.com/in/laurenvaccarello
Lauren’s Twitter: twitter.com/laurenv
Talend: talend.com
3 Key Takeaways:
- When you’re first getting started as a CMO, talk to everyone and get their perspectives. This includes your team, customers, your peers in other functions, and even industry analysts.
- It’s important to balance getting short-term wins like feeding leads to sales, with long-term initiatives like category development and positioning.
- Take the time to offer in-depth, meaningful feedback. It saves you time in the long run as your team learns to do things according to your preference.
Bios:
Thomas Butta is the CMO at SignalFx. As a marketing leader and brand strategist, Tom has helped some of the world’s most successful enterprise SaaS companies in rapidly-changing categories achieve the coveted positions of thought leader and trusted guide to the Fortune 2000. Prior to SignalFx, Tom was CMO at Sprinklr, consultant-in-residence at Andreessen Horowitz, and CMO of AppNexus, NICE Systems, PTC, and Red Hat. Tom is a Board Director at YSA.org, and Advisor to Airship, Gigster, Kustomer, and Teampay.
Lauren Vaccarello is the CMO of Talend. Previously she served as the VP of Marketing at Box and has also held executive marketing roles at AdRoll and Salesforce. Regarded as an expert in B2B digital marketing, Lauren has written two industry-leading books, “Complete B2B Online Marketing,” and “The Retargeting Playbook.” She has also received numerous awards for her work, including “Top 50 Women in Revenue” and San Francisco Business Times’ “Most Influential Women in Business.”
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Social media has revolutionized the world. It has changed the way people communicate with each other, get their news, organize groups, and spend their time. But according to Jamie Gilpin, CMO of Sprout Social, too many marketers are treating this revolutionary innovation like it's nothing more than another advertising channel. On this episode of Marketing Trends, Jamie explains why more marketers need to make social a core part of their marketing strategy, and how doing so can lead to greater insights, better customer connection, and faster growth.
“I think social media is, in many ways, our chance as marketers to be that clear mirror for the organization to provide customer insights that most departments don't have.”
Links:
Full Notes & Quotes: http://bit.ly/2m0PQnt
Jamie’s LinkedIn: linkedin.com/in/jamiegilpin/
Jamie’s Twitter: twitter.com/jamiewo
Sprout Social: sproutsocial.com
5 Key Takeaways:
- Social media was invented as a way to communicate, and it should be used as such. It should be used both for mass communication and for one-on-one communication.
- Social is a great resource for discovering insights about your customers and your market.
- Brands should carefully analyze the way they communicate on social and the type of messaging they send, just like they would on email, live chat, or any other channel.
- B2B marketers should also take advantage of social. Social media is a place where consumers come not only to be entertained, but also to be educated, and educational content works well in a B2B context.
- As social becomes a core part of not only marketing strategy, but a brand's strategy as a whole, the company gets closer to the consumer, creates better products, and finds more success.
Bio:
Jamie Gilpin is the Chief Marketing Officer at Sprout Social. Previously, Jamie was Chief Marketing Officer at Envoy, and before that was the VP of Marketing and Branding at CareerBuilder.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Innovations in technologies like cameras, IoT sensors, and AI have enabled the rise of new connected smart cities. But according to Jessica Burton, Global Surveillance Portfolio Marketing Manager at Seagate Technology, the real backbone of that technology infrastructure is data storage. On this episode of Marketing Trends, Jessica tells us how she is educating system integrators and solution architects about the importance of hard drives and how they can enable smart city innovations.
Links: Full Notes & Quotes: bit.ly/2kc9YT1 Jessica’s LinkedIn: https://www.linkedin.com/in/jessicawilloughby/ Jessica’s Twitter: https://twitter.com/storagegal_sv Seagate: https://www.seagate.com/
5 Key Takeaways: - “In this space, there's so much technology right now. You're talking about everything from cameras to AI software that's simplifying and expanding the whole scope of what surveillance means. It's beyond just security and catching the bad guy these days. It's optimizing your business based on the learnings that you have from your surveillance footage on how to place products within your store or to optimize manufacturing processes.” - Jesica Burton - Smart cities are being enabled by the convergence of multiple technologies including 5G, low-cost high-resolution video cameras, and traffic sensors. All these technologies create data that needs to be stored. - “The world is changing for smart cities; capabilities are increasing, but at the same time, costs are significantly decreasing.”— Jesica Burton - When dealing with customers, Jessica addresses the fact that there is the right drive for the correct application. Not all storage is created equal. - “At the end of the day, it comes down to understanding who your customer is, but not only understanding who your customer is, but who's making that purchase decision in the buyer's journey." - Jessica Burton
Bio: Jessica Burton is the Global Surveillance Product Marketing Manager at Seagate Technology, and she has over 10 years of experience in IT storage. Prior to her current position at Seagate, she was the Worldwide Product Marketing Manager for Hewlett Packard Enterprise, working on the storage, server and cloud portfolios. She also previously worked for HP as the Global Business Planning and Product Manager.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
What does it take to build a world-class brand? Many marketers aspire to it, but few are ever able to actually participate in building one of the top brands in the world. However, Michael Mendenhall has had the opportunity a number of times. As a senior marketer at Disney, he was able to learn from great brand builders like Michael Eisner, Bob Iger, and Steve Jobs. And as a multi-time CMO, he has had opportunities to perfect the craft of building a brand from the top.
Now Michael is bringing that expertise to TriNet, where he serves as Senior Vice President, Chief Marketing Officer/Chief Communications Officer. On this episode, Michael opens up his playbook and talks about how to build a world-class brand. He also discusses how to manage a marketing team, why communications should sit with marketing, and much more.
Links: Full Notes & Quotes: http://bit.ly/2kQA527 Michael’s LinkedIn: http://bit.ly/2mlZQYJ TriNet: www.trinet.com
5 Key Takeaways: - “I've always built a team, not as if it's a marketing team as much as it’s a team that’s all about content. It's all about our narrative. It's about the focus and consistency of the narrative.” - Michael Mendenhall - CMOs should focus more on driving meaningful engagement than on pure volume metrics. - Communications is pivotal to marketing, and senior marketers should aspire to have supervision over the communications function and team. - “One thing I learned from Steve [Jobs] is simplicity of message and focus. Don't get distracted in your messaging and communications.” - Michael Mendenhall - Your brand is precious. If you aspire to be a world-class brand, don't allow yourself to put out anything that isn't world-class.
Bio: Michael Mendenhall joined TriNet in March 2018 as Senior Vice President and Chief Marketing Officer/Chief Communications Officer. He leads all marketing and communications functions, including messaging, branding, advertising, demand generation, product marketing, and corporate communications.
Michael is a marketing and technology veteran with extensive leadership experience. Prior to TriNet, he most recently served as IBM’s Chief Marketing Officer and Chief Communications Officer for IBM Watson and IBM Cloud, leading all marketing and communications strategies for both business areas.
Prior to IBM, Michael was the Chief Marketing Officer and Chief Communications Officer at Flex. Michael also served the Executive Vice President and Chief Marketing Officer at Fusion-io, where he helped transform its brand positioning and product alignment prior to its acquisition by SanDisk. Before Fusion.io, Michael served as the Senior Vice President and Chief Marketing Officer at Hewlett-Packard and spent 17 years at the Walt Disney Company, where he rose to President of Marketing and Synergy for Walt Disney Studios and Executive Vice President of Global Marketing for Disney Parks and Resorts.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
What is the difference between solid companies and those that dominate their industry with exponential growth? According to Kris Bondi, CMO of LogDNA, it's the ability to create a movement. On this episode of Marketing Trends, Kris explains why creating a movement is so powerful and how to do it. Kris also talks about her best advice for first CMOs, best practices for creating growth at startups, and much more.
Links: Full Notes & Quotes: http://bit.ly/2kCB4TE Kris’s LinkedIn: http://bit.ly/2lI2l7g LogDNA: http://bit.ly/2k6RIdK
5 Key Takeaways: - “I think you need to be passionate about mentoring a team because that's the only way you're going to be successful, is by having people who want to come along on the journey with you.” - Kris Bondi - It’s important to highlight that marketing isn’t running everything. Don’t forget to shed light on your c-suite partners and sales team, too. - Marketers can't create messaging and think they're done. It's important to follow through and focus on generating leads, opportunities, and ultimately sales. - “I think a company can be successful without creating a movement. I no longer think a company can be wildly successful without creating a movement or if they can, it will be for only a period of time.” - Kris Bondi - “It's no longer us and them. It's more of we're all in this together, we're all going along on this journey and you can buy things from me along the way, but we're all going on this journey and if we end up that you are not buying from me, you still will learn things along the way. You can still get excited.” - Kris Bondi
Bio: Kris Bondi is currently the CMO of LogDNA, a company that empowers organizations with a fast, scalable, secure way to centralize machine data, gain real-time insights, and pinpoint issues.
She is an international marketing professional with 20+ years of experience and an expertise in product and brand positioning, GTM, and building hockey stick pipeline. She has led marketing at multiple startups and technology companies, including Neura and Bitnami. In addition, Kris is a frequent presenter and writer on new technology, business growth, and marketing strategies.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Being a CMO is a tough job, especially in the weeks and months after stepping into a new organization. Few people have mastered stepping into a new CMO role quite like Heidi Melin, CMO of Workfront. Heidi has more than 20 years of senior marketing experience. Previously, she has served as the CMO of Plex Systems, Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft.
On this episode of Marketing Trends, Heidi shares her best practices for taking over as CMO. She also discusses how to optimize work management, how to build a great marketing team, and much more.
Links: Full Notes & Quotes: http://bit.ly/2lLFEPM Heidi’s LinkedIn: linkedin.com/in/heidimelin/ Workfront: workfront.com/
5 Key Takeaways: - To build a category, it's important to focus on the voices that people trust most: Analysts and industry influencers. - "Look at marketing as an opportunity to ensure that all of your business processes are connected. If you haven't centralized your work process, you're missing a big piece.” - Heidi Melin - A CMO should focus on three primary objectives: First, developing a strategic plan and cascading goals to the marketing team, second, aligning the budget to those goals, and third, focusing on the actual projects and initiatives. - “Positioning and developing a brand platform is all about the company. Generally it's led by a marketing team, but frankly, it has to have engagement from across the company in order for it to become real.” - Heidi Melin - Great talent can be found anywhere. Marketing leaders can look outside the traditional markets to find very capable marketers.
Bio: Heidi is the CMO of Workfront. Prior to Workfront, Heidi was the CMO of Plex Systems, Inc., where she was responsible for strategy and execution of all marketing efforts. She also previously served as CMO at Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. In addition, Heidi served as a public company board director for Accelrys.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah, Senior Brand Marketing Manager at RB, a conglomerate that produces health, hygiene, and home products under well-known brands like Clearasil, Lysol, Mucinex, and Durex.
According to Nancy, there are tried-and-true strategies for fighting back against insurgent brands and dominating your category. On this episode of Marketing Trends, she lays out those strategies and explains how she has been able to help RB's sexual wellbeing brands maintain their position as category leaders. She also discusses the unique difficulties and opportunities of marketing sexual wellbeing products, her best tips for starting a performance marketing program, and how to break down silos between performance and brand marketing.
Links: Full Notes & Quotes: http://bit.ly/2kvaqfw Nancy’s LinkedIn: linkedin.com/in/nancy-shah-mba-5571472a/ RB: www.rb.com/
5 Key Takeaways: - Effective performance marketing is all about testing and learning. - "When we capture more data, we can understand the consumer journey and better inform our media buys and content strategy." - Nancy Shah - To stay relevant, legacy brands need to follow a three-part plan: First, establish robust performance marketing, then drive awareness, and lastly innovate quickly. - "When you give people the autonomy to test and learn and to work cross-functionally to bring teams together, it drives a lot more business." - Nancy Shah - Consumer education is a great opportunity to provide value to the consumer and drive exposure for your brand.
Bio: Nancy Shah is a senior brand marketing manager at RB, leading K-Y & Durex brand strategy with a focus on driving growth through e-commerce, performance marketing, and content strategy. Nancy is a graduate of Rutgers University, where she received her bachelor's degree in finance and economics as well as her MBA.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
What do consumers value most? According to Tara-Nicholle Nelson, Founder and CEO of SoulTour, the answer to that question is changing. Tara is the author of "The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser." She is using the findings of her book to empower a number of brands by focusing on their consumers.
On this episode of Marketing Trends, Tara also talks about how she got into marketing, her career journey, what led her to write a book, and much more.
Links: Full Notes & Quotes: http://bit.ly/2lLo12e Tara’s LinkedIn: http://bit.ly/2m9gBq5 Tara’s Twitter: http://bit.ly/2lMmkl7 SoulTour: http://bit.ly/2m8kD1P
5 Key Takeaways:
- Email is not dead. It's still a useful tool and a great way to reach people. - If your content is not personally relevant to your consumers, they’re going to tune out. - Everyone thinks they are a marketer because marketing gets a lot of exposure to the world. You need to learn to filter out the noise while still listening to the voices that really matter. - “One of the most untapped treasure troves of intelligence about customer insights in a company is the sales team.” - Tara-Nicholle Nelson - “I think that we're all superheroes. I think that human beings all have the ability to have a thought or an idea about a thing that does not exist and then cause that thing to exist.” - Tara-Nicholle Nelson
Bio:
Tara is the founder and CEO of SoulTour and the CEO of Transformational Consumer Insights (TCI), a strategy and customer research firm. TCI creates customer loyalty/engagement, brand, positioning, and content strategies based on research and deep, human insight. Tara also serves as transition coach to a select few transformational leaders. She delights in helping leaders find the shifts and wisdom to release their limiting factors.
Formerly, Tara was the VP, Marketing for MyFitnessPal, now part of Under Armour. During Tara’s tenure, MyFitnessPal grew from 45 million to more than 100 million users. Previously, Tara created content and marketing strategy for brands including HGTV, ING Direct (now Capital One), Eventbrite, Trulia (now Zillow), Lookout Mobile Security and Chegg. She holds Bachelor’s and Master’s degrees in Psychology, and a Juris Doctorate from UC Berkeley.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Over the last couple of years, there has been a 118% increase in job openings with sale enablement in the title. Why is this often-overlooked area of marketing exploding? To find out, we talked to John Raguin, CMO of Seismic, a leading sales enablement platform.
On this episode of Marketing Trends, John talks about sales enablement, why it is exploding in importance and popularity, and how mastering it can lead to massive growth. In this interview, John also talks about making “enablement” a word, what being a CEO taught him about being a CMO, and much more.
Links: Full Notes & Quotes: http://bit.ly/2kqtKKS John's LinkedIn: https://www.linkedin.com/in/jraguin/ Seismic: https://seismic.com/
5 Key Takeaways:
- "Sales enablement is one of the pieces that bring marketing and sales together." - John Raguin - Enablement is not a word in any of the major dictionaries, but John encourages everyone to sign their petition to add it to the dictionary so that the sales enablement profession will have a real-world title. - From being a CEO, John learned, "to let things go and to let people make the best decisions." He also discusses the importance of talking to people without being heavy-handed and letting them "shine." - "An organization can only do so many things at one time, and you have to accept that certain things aren't going to be done as well as you would like, or not done at all." - John Raguin - John believes it is important to prioritize those in your pipeline that are closer to closed-won, instead of focusing on one person who isn't ready to cross the line.
Bio:
John is the CMO of Seismic where he leads their global marketing strategy. Prior to Seismic, John was a partner with venture capital firm F-Prime Capital. John also served as CEO and founder of Guidewire Software (NYSE: GWRE) which he led from inception to $150+M in revenue, as well as in management roles at Ariba (acquired by SAP) and MRO Software (acquired by IBM).
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Throughout the entire history of business, marketers have always been concerned with promoting their product or service to buyers. But then a new business model arose: Marketplace-based businesses like Uber and Airbnb not only market to buyers, but to sellers as well. How does this new dynamic change the job of a marketer? To find out, we talked to Kevin Frisch, CMO of Wag!, a marketplace for dog-walking services.
On this episode of Marketing Trends, Kevin talks about best practices for marketplace marketing, his best tips for a first-time CMO, his favorite campaigns he has ever been a part of, and much more.
Links: Full Notes & Quotes: http://bit.ly/2lW1wrw Kevin’s LinkedIn: linkedin.com/in/kevinfrisch/ Wag!: wagwalking.com/
5 Key Takeaways:
- For marketplace marketing, it takes time and experience to learn when to apply what tools to grow the marketplace. This includes promotions, acquisitions, and incentives on either side of the marketplace. - Many companies that you don't think of as marketplace companies have a lot marketplace dynamics, and marketers can learn a lot by thinking of them in that way. - Market education is a crucial part of developing a marketplace. Education content develops a relationship with potential customers and eases them into the market. - "In the many, many analyses I've done, getting something wrong with a customer and then fixing it makes them more loyal than if you'd never gotten it wrong in the first place." - Kevin Frisch - "Companies I've seen where they have the brand team here and the performance marketing team here, they end up just being so disconnected, and so having them sort of unified fairly closely I think is really, really important." - Kevin Frisch
Bio:
Kevin Frisch is the CMO of Wag!, an on-demand dog-walking platform. Kevin joined Wag! from Uber where he served as head of performance marketing and CRM for North America and was responsible for acquisition, engagement, and retention of drivers, couriers, riders, and eaters. Kevin has also served as the CMO of GSN Games and Snapfish, a division of HP.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Most marketers only have responsibility for promoting one brand. A few senior marketers are responsible for a handful of brands. Leslie Tom, SVP of AppExchange Marketing and Programs at Salesforce, has marketing responsibilities for an entire ecosystem.
On this episode of Marketing Trends, Leslie sits down with Ian and Lauren to talk about how she handles this unique challenge, best practices for partner marketing, the top technology trend she’s watching, and much more.
Links: Full Notes & Quotes: http://bit.ly/2k556iI Leslie’s LinkedIn: linkedin.com/in/lesliejtom/ Leslie’s Twitter: twitter.com/lesliejtom Salesforce: salesforce.com/
5 Key Takeaways:
- Partner marketing allows two companies to share the strength of their customer relationships with each other, creating significant growth opportunities. - Ecosystems provide a larger variety of solutions than a single company ever could, while still maintaining consistency in the customer experience. - "Trust your gut more. Trust that little voice in your head, especially if you have the experience." - Leslie Tom - "Be intentional. I think everybody succeeds if they have some intention and purpose in their career." - Leslie Tom - Artificial intelligence is the technology that is most likely to disrupt how marketers do business in the coming years.
Bio:
Leslie Tom is the senior vice president of AppExchange marketing and programs at Salesforce. She has been named on Computer Reseller News’ (CRN) Power 100: The Most Powerful Women of the Channel list. Prior to joining Salesforce in 2005, Leslie worked in several marketing leadership roles at Siebel Systems and Oracle. Leslie holds a double major in Business and Psychology from San Jose State University.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Millions of people know about the "pay gap," or the average difference in wage earnings for men and women in the USA and throughout the world. Relatively few people know about the "equity gap," or the difference in ownership stake between men and women who work at early-stage companies. Emily Kramer, VP of Marketing at Carta, is trying to change that.
On this episode of Marketing Trends, Emily talks about the data behind the equity gap and how to address it, driving startup growth, leadership lessons she has learned, how to succeed in a head of marketing role, and much more.
Links: Full Notes & Quotes: http://bit.ly/2UbWMLu Emily's LinkedIn: linkedin.com/in/emilykramer/ Emily's Twitter: twitter.com/emilykramer Carta: carta.com/
5 Key Takeaways:
- Everyone should know what questions to ask and how to negotiate when getting hired, especially women in tech. - "We're trying to help arm employees who haven't worked at tech companies to understand what's going on, and help level the playing field." - Emily Kramer - "We need women founders. We need women in earlier positions. We need women in engineering roles because that's where equity is created -- at the beginning." - Emily Kramer - During the hiring process, don't give your requirements because you may be below where they are coming in. Ask questions, and if they don't have a system, that should be a red flag. - "Calculate out what you think the possible exit scenarios are and how much you'd get in those situations to compare your multiple offers or what you had before in your previous role. Try to gather as much information possible." - Emily Kramer
Bio:
Emily Kramer has been building Carta's marketing team for the past year and a half as their VP of marketing. Emily joined Carta to help bring more diversity and transparency to the cap table. Prior to joining Carta, she has built and led marketing teams at Asana, Ticketfly, and Astro (acquired by Slack), and attended Tufts University and Harvard Business School.
Opinions expressed in this podcast are those of Emily Kramer alone and do not necessarily reflect the views of Carta.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketers are often proficient at diagnosing and patching holes in a funnel. We spot places where potential customers drop out of the buying process and fix or add touch-points accordingly. But what about the potential buyers who we don't even know about? According to Ed Breault, CMO of Aprimo, there is an entire "dark funnel" of people who are looking to buy a product in your category, who never make it onto your radar. According to Ed, using predictive data to illuminate this dark funnel can lead to stunning results.
On this episode of Marketing Trends, Ed sits down with Ian to discuss how to illuminate the dark funnel and engage those potential customers with compelling content. He also discusses conversational marketing, ABM, and much more.
Links: Full Notes & Quotes: http://bit.ly/2lw1OFo Ed’s LinkedIn: linkedin.com/in/ed-breault-367b772/ Ed’s Twitter: twitter.com/edbreault Aprimo: aprimo.com
5 Key Takeaways:
- Be a listener. "People love to talk and if you're the listener, you've got the advantage because you're collecting the data." - Identifying your "dark funnel" is crucial. It allows you to target the people who are in the market for your product who might not have otherwise considered you. - You can illuminate your dark funnel by using intent data and third-party data. - The best content fits a "how, now, wow" framework. Content should usefully show how to do something, offer commentary on what's happening right now, or blow people's minds with amazing experiences. - ABM campaigns are difficult to scale, and you shouldn't try to scale them too much. They are supposed to be limited and targeted.
Bio:
Ed is a “full-stack” marketer driving both the art and science aspects of marketing. As Chief Marketing Officer, Ed leads Aprimo’s marketing strategy and operations including all paid/owned/earned media, brand experience, product marketing, content marketing, PR, demand generation, and the rebirth and growth of Aprimo.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
This episode of Marketing Trends is a little bit different. We wanted to help give you a small peek behind the curtain of the things we are doing and thinking about here at Mission. On this episode, Ian is joined by producer Ben to go over a presentation that Ian originally gave the IBM Bluewolf Marketing Kickoff.
In this presentation, Ian explains what audacious, repeatable content is, why it is important to us here at Mission, and how it helps drive exponential growth for marketers.
Ian is the co-founder and Chief Content Officer here at Mission.org, as you have heard him say a time or two if you’re a regular listener.
Full notes and quotes: http://bit.ly/2NEzX1J
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
If it wasn't for a part-time job during Paige's P.h.D studies, she probably wouldn't be where she's at today. Thankfully, Paige O'Neill never looked back. She's currently the CMO at Sitecore, a company that creates human connections between brands and their customers with end-to-end content, seamless commerce, and personalization.
On this episode of Marketing Trends, Paige sits down to with Ian Faison and Lauren Vaccarello to discuss how Paige got into marketing, Sitecore, the future of digital experience, lessons learned from a career in marketing, and much more!
Links: Full Notes & Quotes: http://bit.ly/2NDFLJ5 Paige's LinkedIn: http://bit.ly/2NxLgJc Paige’s Twitter: http://bit.ly/2HsYYsL Sitecore: http://bit.ly/343FV22
5 Key Takeaways:
- "You're not going to be in business for much longer if you're not getting a handle pretty quickly on customer experience and what customers are expecting from companies." - Paige O'Neill - Digital transformation must start from the customer's point of view. - Short-term wins are important to set up longer-term success. - Don't be too quick to switch gears. Have confidence in your direction. - In the first 90 days as a CMO, it's important to go around and talk to as many employees as possible and be curious about alignment.
Bio:
Paige O’Neill is the CMO of Sitecore. Prior to joining Sitecore, Paige was CMO at digital workplace platform provider Prysm, where she rebranded the company and helped it transition to a combined SaaS and hardware business. She previously served as CMO at SDL and as Vice President of Marketing for Aprimo, where her thought leadership, demand generation, and communications programs contributed to rapid growth. Paige also served as CMO at PHH Arval and two early-stage startups — Aravo and GreenRoad Technologies. Prior to PHH, Paige spent a decade at Oracle Corporation leading a variety of marketing initiatives.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
When it comes to building a team, marketers often place the majority of their focus on getting the right people. But putting those people in a role and situation where they can succeed is just as important, according to Katrina Wong, VP of Marketing at Hired.
On this episode of Marketing Trends, Katrina discusses how to build a team with a growth mindset. She also discusses other important topics like the convergence of B2B and B2C marketing, using performance language, and much more.
Links: Full Notes & Quotes: http://bit.ly/2YThLHS Katrina's LinkedIn: linkedin.com/in/katrinawong11 Katrina’s Twitter: twitter.com/katchmesocial Open Marketing Position @ Hired: https://hrd.cm/2GZhLvx
5 Key Takeaways:
- Don't think in B2B or B2C, think in B2H (business to human). Every buyer is a human with emotions and a desire to be "delighted." - Performance language is a practice that allows marketers to create a culture of accountability. - It's important to have a growth mindset. Look for ways to improve, even when you're succeeding. - In order for data and insights to be useful, they have to be digestible by stakeholders outside of marketing. - It takes really purposeful effort in to find diverse talent.
Bio:
Katrina Wong is the VP of Marketing at Hired. She has spent 15+ years in a variety of customer-facing roles including marketing, go-to-market, and revenue growth for B2b and B2B2C SaaS and Enterprise software companies.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Early in her career, Carrie Palin was doing well but wasn't necessarily on the CMO track. But then friends and mentors challenged her to set her sights higher. Since then, she has served as a Chief Marketing Officer three times. Currently, she is the CMO at Splunk.
On this episode of Marketing Trends, Carrie walks us through her career experiences and explains the leadership lessons she has learned along the way. She talks about how to succeed as a new CMO, what to do when you're a leader in an organization that's being acquired, how she evaluates new opportunities, and much more.
Links: Full Notes & Quotes: http://bit.ly/2ZogfJP Carrie’s LinkedIn: linkedin.com/in/carrie-palin-37a1802/ Carrie’s Twitter: twitter.com/carriepsandstad Splunk: splunk.com/
5 Key Takeaways: - Results matter. As a leader, one of the first things you should be focused on is measuring and improving your results. - Marketers can get carried away coming up with new creative campaigns all the time. Consistency matters. - "Who you work for matters. I will never work for people who aren't wonderful humans at their core, outside of work." - Carrie Palin - Getting into the data is crucial. Carrie always makes sure her CEO is comfortable with her hiring data scientists onto the marketing team before she takes a new role. - "You don't have to know everything at the age of 25 about what you want to be in the future, that can ebb and flow over the course of your career. But have the guts to dive in even when you're not ready." - Carrie Palin
Bio: Carrie Palin has served as the Senior Vice President and Chief Marketing Officer of Splunk since 2019. Prior to joining Splunk, Carrie served as the Chief Marketing Officer at SendGrid, a digital communications platform company acquired by Twilio, from 2018 to 2019. From 2016 to 2018, Carrie served as the first Chief Marketing Officer and Senior Vice President at Box, a cloud content management company. Carrie served as the Vice President of Marketing for IBM’s Cloud Data Services and Analytics Software Division from 2015 to 2016. She also previously spent over 15 years at Dell leading various marketing organizations. Carrie holds a B.S. from Texas Christian University.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
After Varun Kohli, Head of Strategic Marketing, PMO, & Global Demand at Symantec, launched one particular campaign early in his career, it nearly crashed the entire IT infrastructure of the company he was working for at the time, because of the huge amount of traffic it generated. How did he manage to create such a groundswell of interest? By combining story and data.
On this episode of Marketing Trends, Varun talks about how to tell data-driven stories, how to surface great customer stories, his best tips for marketing at startups and at scale, and much more.
Links: Full Notes & Quotes: http://bit.ly/33P5Ryi Varun’s LinkedIn: linkedin.com/in/kohlivarun/ Varun’s Twitter: twitter.com/vk_is Symantec: symantec.com/
5 Key Takeaways: - "My belief is very simple. Don't have data without a story and don't have story without data." - Varun Kohli - When there is an acquisition, stick around. There will be voids that you can step into. There are always opportunities after acquisitions and mergers. - "Keep on raising your hand, don't run away from the fire, keep on running towards the fire and good things will happen to you." - Varun Kohli - As a brand becomes larger, third-party validation becomes more and more important. You can say whatever you want about yourself, but if others aren't saying it, it doesn't matter. - Customers will find novel ways to use your product, so it's important to talk to them and hear what those stories are so those stories can be told.
Bio: Varun Kohli is the Head of Global Demand Generation, PMO and Strategic Marketing at Symantec Corporation. He joined Symantec via the Skycure acquisition, a leader in Mobile Threat Defense. At Skycure, he was employee #1 in the U.S., and as their CMO led all aspects of marketing, operations and account development. Varun has held leadership positions in marketing, product management, and product development at both startups and large companies, and is on the advisory board of many startups. Varun earned his Bachelor of Technology in Computer Science from the Indian Institute of Technology, Guwahati, India, a Master of Science in Computer Science from the University of California, Riverside and studied marketing at University of California, Berkeley.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Most Marketing Trends guests focus on a specific strategy, tactic, or technology. But Geoffrey Miller, Associate Professor of Psychology at the University of New Mexico, starts with marketing's most fundamental question: Why do people buy things?
On this episode, Geoffrey talks about biology, evolution, and how psychology affects the way consumers respond to marketing. He digs into how people's fundamental wants and needs inform what they buy and who they buy from.
Links: Full Notes & Quotes: http://bit.ly/2P8BRKE Geoffrey’s LinkedIn: linkedin.com/in/geoffrey-miller-002a3710/ Geoffrey’s Twitter: twitter.com/primalpoly PrimalPoly: primalpoly.com/
5 Key Takeaways: - Virtue signaling, or the natural instinct to show that we are good people, is an important behavior exhibited by almost everyone. - "Fundamentally, what matters to people is not material wealth. It's maximizing things like your social status, your attractiveness, and your prestige." - Geoffrey Miller - We have a deep need for story and narrative. Stories are how we learn and how we've entertained ourselves for thousands of years. - "I think innovative brands and psychology-savvy marketers can now add a lot of value to people's lives in totally new ways that might not even require buying the product." - Geoffrey Miller - Consumers rarely know themselves as well as they think they do, and their stated reasons for making purchases are often different from their true motivations.
Bio: Geoffrey Miller is an evolutionary psychologist best known for his books The Mating Mind, Mating Intelligence, Spent, and Mate. He has a B.A. in Biology and Psychology from Columbia University and a Ph.D. in Cognitive Psychology from Stanford University, and is a tenured associate professor at University of New Mexico. He has over 110 academic publications (cited over 14,000 times) addressing sexual selection, mate choice, signaling theory, fitness indicators, consumer behavior, marketing, intelligence, creativity, language, art, music, humor, emotions, personality, psychopathology, and behavior genetics. He has also given over 200 talks in 16 countries, reviewed papers for over 50 journals, and also worked at NYU Stern Business School, UCLA, and the London School of Economics.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketing to developers is notoriously difficult. They are independent-minded and hate being marketed to. On this episode of Marketing Trends, we talked to an expert who has figured out how to do it successfully. Vidya Peters is the CMO of Mulesoft. In that capacity, she has built a community of developers who love her product and share it with each other.
In this interview, Vidya talks about the best practices for marketing to developers, how to market to potential talent, best practices for measurement and identifying KPIs, and much more.
Links: Full Notes & Quotes: http://bit.ly/33KQOpl Vidya’s LinkedIn: linkedin.com/in/vidyapeters/ Vidya’s Twitter: twitter.com/vidya_peters MuleSoft: mulesoft.com
5 Key Takeaways: - "Three things make developer marketing different from everything else: One is they don't want to hear from the company; they want to hear from each other. Second, they don't want to read any of your content. They want to just use the product and see how that works. Third, they don't want to meet you. They don't want to see you. They want to meet with each other." - Vidya Peters - It all starts with product. A developer has to know and want to use your product before anything else can be accomplished. - Sometimes it's better to have fewer metrics that you can focus more intently on. - Focusing on features is a dead end. The more technical the product, the more important storytelling is. - With talent marketing, you should take the same approach to candidate experience that you take to customer experience.
Bio: Vidya Peters is the chief marketing officer at MuleSoft. Vidya was previously at Intuit, where she served in various marketing leadership, product management and strategy roles over the course of seven years. Prior to Intuit, Vidya began her career at Bain & Company in various consulting roles for the technology and financial services industries across Asia-Pacific and the United States. Vidya holds an MPA from Harvard University, an MBA from the Kellogg School of Management and a bachelor’s degree in industrial engineering from Northwestern University.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
How do you establish a brand reputation in the B2B space when your brand has historically been known for consumer electronics? That is the question facing Bob Madaio, VP of Marketing at Sharp Business USA. After more than 20 years with EMC and Hitachi, Bob now leads the marketing team for the B2B arm of Sharp electronics.
On today's episode, Bob sits down with Ian to discuss what he's doing to change those perceptions, gives his perspective on the best ways to acquire customer feedback, talks about his favorite campaign, and much more.
Links: Full Notes & Quotes: http://bit.ly/2KHTEUr Bob’s LinkedIn: http://bit.ly/2MqGDki Bob's Twitter: http://bit.ly/2KIkcVD Sharp: http://bit.ly/30kAGc6
5 Key Takeaways: - Focusing on the customer is your number one job as a marketer. - Trying new things with your marketing is a must. Don't be afraid to go a little off-the-rails. - "Are you a trendsetter or a trend-jacker?" - Bob Madaio - Over-architecting a campaign message does more harm than benefit. - Be confident and speak your mind early in your career.
Bio: Bob Madaio is the VP of Marketing for Sharp Business USA, a division of Sharp Electronics. Prior to joining Sharp, he was a senior executive at two major IT solutions companies. He spent six years at Hitachi Vantara, helping customers derive greater value from their data, modernize their IT infrastructure and prepare for the coming IoT data wave. He also spent nearly 15 years at EMC where he held a number of senior solutions marketing roles.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Doug Sweeny made his mark in the marketing world with world-class, innovative companies like Google, Levi’s, and Nest. For his next challenge, he decided to join a company taking on one of the most change-resistant industries imaginable: healthcare. Doug is currently the CMO of One Medical, a company that is using disruptive technology to connect consumers with primary care providers.
On today's episode, Doug sits down with Ian to talk about what he's working on at One Medical, how he got his start in marketing, why he likes to work for mission-based companies, and much more.
Links: Full Notes & Quotes: http://bit.ly/2HdEqoi Doug’s LinkedIn: http://bit.ly/2Z4i9zo Doug's Twitter: http://bit.ly/31G98yc One Medical: http://bit.ly/2Z8Jt3i
5 Key Takeaways:
- Make marketing as simple as possible. Consumers should have absolute clarity about your message. - "It all starts and ends with the product you're selling." - Doug Sweeny - Campaigns work well when they are in tight alignment with a brand's product and mission. - A brand mission provides a rallying cry that ripples out through all marketing messages and channels. - "The balance between brand building, storytelling, positioning, and the business, have to be evaluated at all times." - Doug Sweeny
Bio:
As chief marketing officer, Doug is responsible for marketing strategy, growth and the brand story at One Medical. Doug brings deep experience across a variety of business categories and led marketing for iconic brands like Nest, Levi’s, Adidas, and General Motors EV1. In 2018, he was selected by Forbes as a top 50 CMO.
While at Nest, Doug was hired as CMO and oversaw every aspect of the brand's consumer experience from an early start-up to becoming a household name. At Levi’s, he was VP of global marketing across 110 countries. Doug is a senior advisor to Google Ventures, a variety of startups, and frequent guest lecturer at Stanford School of Business and a Syracuse University iSchool board member.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Are marketers technologists? According to Whitney Bouck, COO of HelloSign, they ought to be. Whitney has spent years marketing to CIOs, and she thinks that marketers need to be just as much of technology junkies as the people they market to.
On this episode of Marketing Trends, Whitney explains how to make that idea a reality. She also talks about her current work at HelloSign, why she decided to become a COO after a career in marketing, how to market highly technical products, and much more.
Links: Full Notes & Quotes: http://bit.ly/2KNNxgh Whitney’s LinkedIn: http://bit.ly/2Z9fDM2 Whitney’s Twitter: http://bit.ly/2Z1qsMl Hellosign: http://bit.ly/2Z2o8o3
5 Key Takeaways:
- Marketers who want to be successful need to be technology junkies, especially if they're selling to CIOs. - One of the keys to developing a great relationship with a CIO (or any executive) is listening more than you talk. - When marketing a technical product, it's very important to focus more on the user experience than on the technology itself. - As a leader, you need to to find great partners who can act as sounding boards and take your ideas and push them to new limits. - Marketers succeed the most when they make their customer the hero.
Bio:
Whitney Bouck is the COO of HelloSign where she leads the Sales, Marketing, Customer Operations, and Business Development Teams. Whitney also serves as an advisor and mentor to numerous startups, including LogDNA and Ekata. Previously, Whitney has held senior marketing roles with Box, EMC, and Oracle, among other technology companies.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Everywhere you look, B2B marketers are talking about Account-Based Marketing, and its prominence is only growing. So to better understand the technology, we talked to Laura Ramos, VP and Principal Analyst for B2B Marketing Professionals at Forrester Research.
On this episode, Laura talks about where ABM came from, what's next for the technology, and what it means for B2B marketers. She also talks about her background with Forrester, why she left and came back to the field of research, and the most important insights she drew for the SiriusDecisions 2019 Summit.
Links: Notes & Quotes: http://bit.ly/2yXulqL Laura’s LinkedIn: linkedin.com/in/lauraramos2013 Laura’s Twitter: twitter.com/lauraramos Forrester Research: forrester.com
5 Key Takeaways:
- Account-Based Marketing takes the idea of one to one marketing and scales it in a sustainable way. - The two most important aspects of ABM strategy are the ability to analyze data and insights, and the ability to personalize content. - ABM forces both sellers and marketers to focus on the right things, rather than focusing purely on volume. - ABM is forcing marketers to think harder about who they target, and that's a good thing. - "You need your sellers to be helpful and human, not hungry." - Laura Ramos
Bio:
Laura Ramos is the VP & Principal Analyst serving B2B Marketing Professionals at Forrester Research. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Every marketing team needs 3 C's - communication, content, and coordination, according to Dave King, Head of Marketing at Asana. On this episode of Marketing Trends, he talks about how marketing leaders can better manage all three.
In this conversation, Dave also talks about the difference between collaboration and coordination, why he decided to join Asana, the advantages of the self-serve model, and his philosophy for building and managing a marketing team.
Links: Full Notes & Quotes: http://bit.ly/2N1YYDM Dave’s LinkedIn: linkedin.com/in/davebking/ Dave’s Twitter: twitter.com/dbkinger Asana: asana.com
5 Key Takeaways:
- Marketers can't just be focused on messaging. They need to focus on the management of content and how it gets to the finish line. - Marketers can't bring the same playbook to every company. They need to adapt to their business, and its product and strategy. - A company's goals and values should be a part of the way it operates and manages products. - Marketing needs to be focused on the full customer life-cycle and not just on acquisition. - "I think as a marketer, our job has always been to create content that is useful and delightful to the audience, and then scale it." - Dave King
Bio:
Dave King is the head of global marketing and dedicated to showing teams everywhere why Asana is the best way to manage their projects and tasks. He looks after Asana's brand and leads efforts to drive market growth and build the Asana community. Before joining Asana, Dave led the marketing teams at Percolate, Highfive, and Salesforce Community Cloud. Dave earned his B.S. from Duke University and an MBA from the Stanford Graduate School of Business.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Data and analytics play essential roles when it comes to marketing. But effectively using data to improve marketing is easier said than done. According to Scott Holden, CMO of ThoughtSpot, technology needs to be a part of the solution.
On this episode, Scott sits down with Ian to dig a bit deeper into data-driven marketing and the tools marketers need in order to better access insights. They also discuss Scott's journey to ThoughtSpot, what it means to be on the same page with other departments, and much more.
Links: Full Notes & Quotes: http://bit.ly/2KCaIdn Scott’s LinkedIn: http://bit.ly/31rurmK Scott’s Twitter: http://bit.ly/2MOdYoB ThoughtSpot: http://bit.ly/2Kz1f6v
5 Key Takeaways:
- "You have to get comfortable being more transparent." - Scott Holden - Cease and desist letters shouldn't be what you're shooting for. However, when it comes to marketing against your competition, it could be mean you hit the mark. - Scott states, "If you're keeping the sales team fed, it buys you the right to do the cool stuff [as marketers]." Marketing and sales should be on the same page and a win for one team should be a win for the other. - Scott also argues, "In the absence of a framework or in the absence of information or communication, people just assume you're not doing your job." It's your job as the CMO to set these frameworks so others know how to measure your abilities. - Don't be afraid to stick to your value proposition and your core messaging. A lot of marketers are trying to ride trends and go all over the place. Stay constant.
Bio:
Scott is the Chief Marketing Officer of ThoughtSpot, a company focused on disrupting the business intelligence industry with search-driven analytics. Scott's career journey began at Chase, where he was a financial analyst. Soon after, Scott went to JP Morgan and then to Google, before landing at Salesforce. After seven years, Scott served as the VP of Marketing for the Salesforce Platform. In 2014, Scott made a move to ThoughtSpot, where he served as the VP of Marketing before becoming CMO.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The role of CMO is a difficult one. It's even more difficult when you're just starting out. So what do you do in your first 90 days to set yourself up for future success? To find out, we sat down with a CMO roundtable of some of the most successful CMOs around. We talked to Leela Srinivasan CMO of SurveyMonkey, Keith Messick CMO of Dialpad and Corinne Sklar CMO of IBM iX.
On this episode, each of them brings a unique perspective to the discussion and share their insights on best practices for the first 90 days as CMO, how to not get fired, being memorable in B2B marketing, and much more!
Links: Full Notes & Quotes: http://bit.ly/33pTxEH Leela Srinivasan’s LinkedIn: http://bit.ly/2YOASPi SurveyMonkey: http://bit.ly/2GV5rfZ Keith Messick’s LinkedIn: http://bit.ly/2GTSjYx Dialpad: http://bit.ly/33iFAZ0 Corinne Sklar’s LinkedIn: http://bit.ly/2ZSjc6o IBM iX: https://ibm.co/2KnGAmY
5 Key Takeaways:
- As the CMO, is it your job to be the glue that brings the business together. Your marketing and business strategy must be aligned. - Have you taken a sales call yet? Can you talk about your product to a potential prospect? Evolve as a marketer by bridging the gap between marketing and sales. - If something is high risk and you have confidence behind it, do it. If something is low risk and you have confidence behind it, delegate it. Draw yourself an axis to see the other quadrants. Keith calls this the "2 by 2." - Giving others on your team a voice to make decisions has a viral effect within organizations. Trust, democracy, and creative freedom to develop. - It's important to constantly be adjusting and learning as you go. Adaptability and growth are what to strive for personally and externally as an organization.
Bios:
Leela Srinivasan is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference.
Keith Messick is the CMO at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors.
Corinne Sklar is the CMO of IBM iX, which offers creative solutions for business strategy and experience design to solve complex business challenges. Previously, Corinne served for 13 years as the CMO of Bluewolf, an IBM company.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Stewart Conway wakes up at 4 AM, six days a week, for a reason. His discipline, focus, and love for marketing (and skiing) are what drive Stewart and his team each and every day. Stewart is the Head of Central Marketing at BMO Global Asset Management by day and an active member of the British Association of Ski Instructors during his free time.
On this episode, Stewart talks about how being a ski instructor has shaped his views on marketing, his advice for first-time marketers, and ways to think about the current digital landscape.
Links
Full notes & quotes: http://bit.ly/2YOdcu9
Stewart’s LinkedIn: http://bit.ly/2YF7z1r
Bank of Montreal: http://bit.ly/2GX7IHJ
5 Key Takeaways
- When teaching a new team, you need to use their language. Once you get to know them better, talk their talk and use analogies that help them learn the way they're accustomed to learning.
- Similar to a skier, Stewart says marketers need to be centered. Risk needs to be balanced.
- It's important to test in local markets first, have a native speaker on your team involved, and always be thinking about how other cultures might view your brand.
- A great filter for new information on tech advances is your own personal network.
- For first-time marketing leaders: Talk to a lot of people and don't rush to your decisions. Give yourself time to fully explore and evaluate what exactly is going on within the company, culture, and team.
Bio
Stewart Conway is the Head of Central Marketing at BMO Global Asset Management. He is also a competitive skier and ski coach. Prior to BMO, Stewart was the Head of Digital for Jupiter Fund Management and has over 20 years of digital, marketing, and business experience.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Millennials. The word comes with some strong connotations. But what do millennials actually believe? And how can marketers target them more effectively? To find out, we talked to Nadia Masri. Nadia is the Founder and CEO of Perksy, a consumer insights platform that powers real-time research with millennial and Gen Z audiences through a mobile app.
On this episode, Nadia walks us through her insights on younger consumers, the changing demographic landscape, and how to more effectively engage a target audience.
Links
Full notes & quotes: http://bit.ly/323tkuH
Nadia’s LinkedIn: linkedin.com/nadiagenevievemasri
Nadia’s Twitter: twitter.com/nadiagenmasri
Perksy: getpersky.com
5 Key Takeaways
- Marketing can be most successful when it is both strategic and creative.
- Across demographics, human behavior is really the same. We all like to be engaged and entertained.
- Timeliness is really important. Being able to validate concepts quickly can be very valuable for brands.
- The generalization that millennials are not brand loyal is a myth. Millennials want to identify with and build with brands.
- "You really have to sit down and think about strategy, but you can also get really creative with strategy. This is when marketing is the most successful." - Nadia Masri
Bio
Nadia Masri is a 4-time founder, Forbes 30 Under 30 headliner, and the CEO & Founder of Perksy - A next-gen market intelligence platform that conducts real-time research with Millennial & Gen-Z audiences through mobile. With a fresh take on understanding the habits, behaviors, and preferences of Gen Y & Z consumers, Nadia is redefining market research for the mobile generation by making feedback the favorite form of engagement.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Francesco Leone has helped some of the biggest brands in the world go international. As a marketing executive with Coca-Cola, Starbucks, and Colgate, he helped establish footholds in new markets. He has taken that international experience and uses it to help other brands through his marketing consulting agency called Goat Eye Strategy.
On this episode, Francesco walks us through his international marketing playbook. He talks about the lessons he has learned across his career and talks through the strategies and tactics that help a brand have a flawless international rollout.
Links
Full Notes & Quotes:http://bit.ly/2GCUxv5
Francesco’s Linkedin: linkedin.com/in/frleone/
5 Key Takeaways
- To work in different markets, think about culture, segment, and identity, not just national boundaries.
- Talent looks different in different markets. Make sure you know what you're looking for. A German resume will be different from a Japanese one, which will be different from an American one.
- Innovation can isn't just technological change. Understanding your consumer and repositioning your product is an important form of innovation.
- CMO's run into mistakes when they try to reach a theoretical consumer based on outside characteristics. It's important to speak to human needs.
- "Start with a brand that is successful in a market segment and then search for that same segment in other markets." - Francesco Leone
Bio
Prior to founding and running Goat Eye Strategy, Francesco served as the CMO of Pedal. Prior to that, he served as the VP of Global Categories and Operations for Arla Foods, and he has held top marketing positions for Coca-Cola, Starbucks, and Colgate.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Karen Steele, CMO of LeanData, learned marketing from the best of the best. At Apple and NeXT, she had the opportunity to report directly to, and learn from, Steve Jobs. On this episode of Marketing Trends, she shares some of those lessons learned, as well as how to nail marketing attribution and her best practices for managing engagement.
Links
Full Notes & Quotes: http://bit.ly/2MkY5ps
Karen’s Twitter: twitter.com/karenmsteele
Karen’s Linkedin: linkedin.com/in/karen-steele-b237b4
LeanData’s Homepage: leandatainc.com
5 Key Takeaways
- The first step to figuring out attribution is getting great data that you can trust.
- Humanizing your brand leads to more engagement.
- Think about your brand promise as much as possible. It has to be your anchor that you stick to at all costs.
- Advocacy, advisory, and adoption are the three A's to think about when you're thinking about your customer marketing process.
- "Engagement is the process of getting people interested and getting them to take action around your brand, who you are, and what you stand for." - Karen Steele
Bio
Karen Steele is the CMO of LeanData. Karen is responsible for all aspects of product marketing, brand strategy, demand generation, customer and employee advocacy, and the customer journey at LeanData. Prior to LeanData, Karen was Group Vice President of Corporate Marketing at Marketo, where she led the pioneering marketing automation company through its transformation from a public to private company and successfully introduced the New Marketo.
Karen began her career at Apple where she worked alongside Steve Jobs. Karen later followed Steve to NeXT and then back to Apple, where she built the marketing foundation that helped jumpstart her career.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
"Content only succeeds when it is helpful or resonates emotionally." That is the central thesis of Camille Ricketts' content strategy. Camille is the Head of Marketing at Marketing at Notion. She helped revolutionize content marketing in the VC industry with her work at First Round Capital.
On this episode, Camille talks about what it takes to create and scale a great content marketing strategy. She also talks about her start in marketing, work styles, marketing leadership, and much more.
Links
Full Notes & Quotes: http://bit.ly/32TeI1x
Camille’s Twitter: twitter.com/camillericketts
Camille’s Linkedin: linkedin.com/in/camillericketts/
Notion’s Homepage: Notion.so
5 Key Takeaways
- Content is the most scalable way to communicate your brand's values and objectives.
- Great content is either helpful or resonates emotionally with its audience.
- Enterprise marketing is no different in this regard. B2B buyers are humans, too.
- Find a niche by being different. Different mediums work for different people.
- Spend more time and energy focusing on your strengths than fixing your weaknesses.
Bio
Camille Ricketts is the Head of Marketing for Notion. She has previously served as the Head of Content and Marketing at First Round Capital, Content Manager at Kiva, and Communications Manager at Tesla Motors. Camille is a graduate of Stanford University with a BA in History.
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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
"Marketing is not fluff." Or at least it shouldn't be, according to Laura Luckman Kelber, SVP of Marketing at Flexera. According to her, not enough marketers focus on how to make themselves useful to the people they are trying to reach.
On this episode, Laura discusses how to be more useful as a marketer, as well as the power of aligning your entire organization around marketing, why good technology is essential for creating good work, how to rebrand a unicorn, and much more.
Links
Full Show Notes: http://bit.ly/30RBIMv
Laura's LinkedIn: linkedin.com/in/lauraluckmankelber/
Laura's Twitter: twitter.com/FreeRadicalSynd
Flexera Homepage: flexera.com/
5 Key Takeaways
- Marketing needs to be a lot of things. Most importantly it needs to be thoughtful and useful. It needs to share something consumers can learn from.
- Failure happens when product, distribution, and pricing aren't aligned and communicated clearly.
- Marketing needs to meet prospective customers where they are already at and speak to the pain points they're feeling at that moment.
- At the same time, you need to stay ahead of what your customers are looking for. This means thinking about the future and what your customers will want down the road.
- Over-communicate and never take for granted that your brand and your message are already known.
Bio
Laura Luckman Kelber is SVP of Marketing at Flexera. Laura is a creative and collaborative executive with extensive expertise in building and leading high-functioning teams. Laura excels at creating strategic plans, articulating vision, and ensuring flawless implementation to transform businesses. Laura enjoys unraveling complex problems and connecting dots in unexpected ways to accelerate growth.
Laura developed her unique approach through executive positions at a number of Chicago advertising agencies. Most recently she was EVP and Managing Director for Strategy at Merge. She has served as Chief Strategy Officer, Strategy Director and Client Service Director, applying her inspiring leadership and vision to B2B and B2C clients in a wide range of industries. Laura has a BS in Political Science and an MBA from the University of Illinois.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
From Apple’s first mouse to Palm’s first Personal Digital Assistant, IDEO has helped design some of the world’s most famous and important products. Across the world, and especially in Silicon Valley, they have been looked to as the gold standard for innovation and creativity. So what can marketers learn from this unique organization?
To find out, we interviewed Whitney Mortimer, CMO and Partner at IDEO.
On this episode, Whitney talks about design thinking and how it can transform your marketing, the power of constraints, and how to measure and manage creativity.
Links
Full Show Notes: http://bit.ly/2JTn4gX
Whitney's LinkedIn: linkedin.com/in/whitney-mortimer-594ba55/
IDEO Homepage: ideo.com
5 Key Takeaways
- Design thinking is a strategy that starts with a blank slate and designs around a user's needs and experience. It can (and does) lead to explosive growth.
- Creativity can be measured, managed, and taught. Doing so leads to growth, agility, and resilience.
- “It’s your job as a leader to stay inspired and to share that inspiration with others.”
- For marketers to be successful, they need to be involved in conversations about the company’s deepest aspirations so that they can translate that vision into a narrative.
- In an era of increasing automation, employees have a need to self-actualize through creativity.
Bio
Whitney Mortimer is the Chief Marketing Officer (CMO) and a Partner at IDEO, a global design company that creates positive impact through design. Previously, she served as the SVP Marketing and New Business Development at Supercuts. Prior to Supercuts, she held various positions in brand management and strategy with E & J Gallo Winery, Frito-Lay, and American Express International Bank.
Whitney is passionate about bringing design-led innovation to environmental conservation, social justice and the empowerment of women. In addition to being the CMO of IDEO she also serves on the board.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Few things a CMO does are as important as creating or transforming a culture within their team. And yet few things are as poorly understood as how to lead cultural transformation. To learn more about it, we brought on Alexandra Morehouse.
Few people understand how to lead cultural transformation like Alexandra. She is the CMO of Banner Health and has previously served in senior marketing leadership roles for Kaiser Permanente, AAA, Charles Schwab, and American Express.
For full notes and show notes, click here: http://bit.ly/2Qujn4f Alexandra's LinkedIn: linkedin.com/in/chiefmarketingofficersanfrancisco/ Banner Health: bannerhealth.com
5 Key Takeaways - Great brands are built from the inside out. If a company's employees don't believe in a brand, the market never will. - CMOs should work with heads of finance and sales to establish and reach meaningful marketing goals. - Marketing requires more quantitative skills than ever before, and that the skills needed are changing every 6-8 weeks. - One of the fastest ways to change culture is to change incentives. - "There's always push back. The only way to combat the push back is with information, research and data." - Alexandra Morehouse
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Customer feedback is more readily available than ever before. So how do brands use that feedback and turn it into actionable insights? To find out, we talked to Leela Srinivasan.
Leela is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable, where she built product marketing from scratch and established the foundations of a B2B marketing team. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference.
For full notes and show notes, click here: http://bit.ly/2FAEuh2 Leela’s LinkedIn: linkedin.com/leelasrinivasan Leela’s Twitter: twitter.com/leelasrin SurveyMonkey: surveymonkey.com
5 Key Takeaways: - Feedback has become a global currency in a transparent world where people share their experiences. - Listening to customers allows businesses to avoid making assumptions about pain points and create products and experiences that resonate better with their audience. - Design thinking is a great mental model that helps ensure that you are identifying the market's true problems, rather than rushing to a solution. - No matter how skilled or talented they are, it is essential for marketing hires to be a fit with your company's culture. - "How do you channel that feedback? How are you going to listen to those audiences so that you can make them feel heard and so that you can adjust your organizational practices and continue to evolve in relentless pursuit of self-improvement?" - Leela Srinivasan
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
The Marketing Trends team sat down with some marketers at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on these recap episodes.
In Part 1 of our SiriusDecisions recap, we brought you interviews with CEOs for a high-level look at some of the biggest and most important Marketing Trends. For this episode, we wanted to talk to people who are a little closer to the action for more tactical insights. Part 2 of our recap features interviews with three practitioners, as they discuss their most important insights and lessons learned from the SiriusDecisions 2019 B2B Marketing Summit.
We interviewed Sara McNamara, Senior Marketing Operations Manager at Cloudera, an enterprise data platform, Asher Mathew, VP of Business Development at LeanData, a revenue operations platform, and Jeff Davis, Founder & Revenue Strategist at JD2 Consulting Group, a management consulting firm working with B2B businesses on sales and marketing alignment.
Links:
Full show notes & quotes: http://bit.ly/30ACY6x Sara’s Twitter: twitter.com/ifeellikemacmac Sara’s LinkedIn: linkedin.com/in/saramcnamara Cloudera: Cloudera.com Asher’s Twitter: twitter.com/ashermathew Asher’s LinkedIn: linkedin.com/in/ashermathew LeanData: LeanDataInc.com Jeff’s Twitter: twitter.com/jeff_davis2 Jeff’s LinkedIn: linkedin.com/in/jeffreydavisii JD2 Consulting: www.jeffdavis2.com
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
This episode features an interview with Jay Baer. Jay is the founder and president of Convince & Convert, an analysis and advisory firm that creates digital marketing strategies. Jay is a multi-time founder, a global keynote speaker, and multi-time author. His latest book is called Talk Triggers and it comes highly recommended from the team here at Marketing Trends.
5 Key Takeaways for the On-The-Go Marketing Executive: - Everything you put your name on is a business card on some level, especially when it comes to creating content. - Word of mouth is and always has been the best strategy for growth, and brands should develop specific strategies to generate it. - Customer feedback is a gift. It should be studied and incorporated into strategy. - Individual customer feedback stories can be misleading. It's important to study in a quantitative way. - "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer
Links: Full Show Notes & Links - http://bit.ly/2SjVdKN Convince & Convert - convinceandconvert.com Jay’s Twitter - twitter.com/jaybaer Jay’s LinkedIn - linkedin.com/in/jaybaer
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
On this special CMO Roundtable episode, Ian and Lauren are joined by Chandar and Jennifer to discuss what a new CMO can do in their first 90 days and beyond to ensure a successful tenure.
5 Key Takeaways: - For a new CMO, focus on the people. You aren't just a marketer who needs to execute. You're a leader, and your primary responsibility is to lead. - When creating a category, it's important to satisfy the current market even as you're building toward creating a new one. - Timing is critical. Being too early to a market can be just as damaging and being too late. - Marketers need to deeply understand their buyers' problems so that they can frame themselves as the only viable solution. "People buy candles not because they like candles, but because they want light." - Chandar Pattabhiram - It's important to focus intently on the things that will matter most. Beware of taking on too many initiatives when you step into a new role.
Bios: Chandar Pattabhiram is CMO of Coupa, a business spend management platform. Jennifer Johnson the CMO of Tenable, a Cyber Exposure Company, and is a Category Design Evangelist/Startup Advisor at Play Bigger.
Links: Full Landing Page - http://bit.ly/2NEK74d Jennifer Twitter - twitter.com/jj_cmo Jennifer LinkedIn - linkedin.com/in/jjcmo Tenable Link - tenable.com Chandar Twitter - twitter.com/chandarp Chandar LinkedIn - linkedin.com/in/chandarp Coupa link - coupa.com
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Meagen Eisenberg is the CMO of TripActions, a corporate travel solutions provider. Prior to TripActions, she spent more than 20 years in high-tech and was previously CMO of MongoDB and VP of Demand Generation at DocuSign. Meagen was recently named Top 50 most retweeted by mid-sized marketers according to AdWeek and Top 25 for B2B Marketing Influencers. She is also on the board of G2 and advises over a dozen tech companies, four of which were acquired this past year.
For full notes and show notes, click here: http://bit.ly/2ILcuJs Meagen’s LinkedIn: linkedin.com/in/meageneisenberg/ Meagen’s Twitter: twitter.com/meisenberg TripActions: tripactions.com
5 Key Takeaways for the On-The-Go Marketing Executive:
- To become an effective marketing leader, be aware of your own weaknesses and have the skills to hire people to balance the strengths of the team. - CMO's should be strategic leaders, aligning not only with sales, but with c-level executives across the entire organization. - The best thing to do to advance in your career is to command your existing responsibilities and make room to take on more, while investing in relationships with the people around you. - Work closely with product to get to know the audience, and identify the "wow" moments that will resonate with your audience. - Having engineers and technically-minded people on the team can be a competitive advantage for marketing departments.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Keith Messick is the Chief Marketing Officer (CMO) at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors.
For full notes and show notes, click here: http://bit.ly/2ILcuJs Keith’s LinkedIn: linkedin.com/keithmessick Keith’s Twitter: twitter.com/keithmessick Dialpad: dialpad.com
5 Key Takeaways:
- It's hard to get people's attention. You have to be creative and willing to take risks. - Creativity comes in large part from who you hire. - B2B companies can find success using branding and emotion, just as consumer-facing companies can. - Resource constraints make a team scrappier and inspire creativity. - "I've never met a company that was really good at being something for everyone. You've got to be something for someone." - Keith Messick
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
5 Key Takeaways:
The Marketing Trends team sat down with some CEOs at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on this episode. Our top 5 takeaways from these conversations: - The best content is that which you are uniquely positioned to create. "We challenge our brands to dig deep to figure out what is the one thing you can do that no one else can? If you go swimming in the sea of sameness, bad things will happen." - With a general transition toward subscriptions, focusing on new business is not as relevant anymore as the post-sale and customer journey expansion. - The goal of marketing is to facilitate value-creating transactions. - In order for an ABM strategy to succeed, it requires buy-in from the entire organization, not just parts of marketing and/or sales. - To handle escalations, be blatantly transparent and clear about how you're going to fix the problem.
Click here for full notes & show notes: http://bit.ly/2xkNbaA
Interviewees: Shafqat Islam is the Cofounder & CEO of NewsCred. Jon Miller is the Cofounder & CEO of Engagio. Eric Spett is the CEO of Terminus. Bryan Wade is the CEO of Sigstr.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Harsh Jawharkar is currently Head of Enterprise Cloud, Platform, & Ecosystem Marketing at Atlassian. He also has experience in product and marketing at PayPal, Zendesk, and Slack, among other leading technology firms.
For full notes and show notes, click here: http://bit.ly/2XzHPHv Harsh’s Twitter: twitter.com/hjawharkar Harsh’s LinkedIn: linkedin.com/in/harsh/ Atlassian: atlassian.com
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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More data is being generated than ever before, and as data grows, so does the need to analyze and understand it quickly. To find out how marketers can better take advantage of real-time data, we brought in Jennifer Grant, CMO of Looker, a business intelligence platform that helps people explore, analyze, and share data insights.
On this episode, Jen sits down with Ian Faison and Lauren Vaccarello, co-hosts of Marketing Trends, to discuss her marketing journey, the origins of Looker, and the future of real-time business intelligence.
For full notes and show notes, click here: http://bit.ly/2WuJTzW Jen’s Twitter: twitter.com/realjengrant Jen’s Linkedin: linkedin.com/in/jencgrant/ Looker: looker.com
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Marketers have to master a variety of skill sets in order to excel. New platforms, tools, and technologies are constantly emerging. So how can they keep up? And how do marketing leaders ensure that their team collectively has the skill sets necessary to perform at a high level?
To find out, we talked to Yvonne Chen, VP of Marketing at Udemy for Business. On this episode of Marketing Trends, Yvonne joins Ian in studio to discuss the marketing skills gap, how to bridge it, and how to build a culture of learning at your organization.
For full notes and show notes, click here.
Yvonne’s Twitter: twitter.com/chenennovy Yvonne’s LinkedIn: linkedin.com/in/yvchen Udemy for Business: business.udemy.com
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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"The reader who plucks a book from her shelf only once is as deprived as the listener who, after attending a single performance of a Beethoven symphony, never hears it again." - Author Anne Fadiman
In the past 6 months of the Marketing Trends podcast, over 50 interviews have been conducted and countless insights gleaned from some of the top marketing executives in the world. Some of these have been mentioned by more than one guest and are worth going back for a second listen. On this episode, Host Ian Faison and Producer Ben Wilson discuss their top 5 takeaways from the first 50 interviews on Marketing Trends.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
How can a brand make itself a go-to source for thought leadership in an industry? To find out, we talked with Chris Cartrett. Chris is currently Executive Vice President at Aderant, a software company providing legal business solutions to firms around the world. As EVP, Chris is responsible for growth and strategy at Aderant.
On this episode of Marketing Trends, Chris joins host Ian Faison to discuss how to add value through thought leadership, the unique challenges of marketing in the professional services industry, his best tips for sales and marketing alignment, and much more.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Marketing operations is often seen as unimportant backroom work. But what if it was actually the key to unlocking alignment and growth? It certainly can be, according to Kurt Stoll (LinkedIn | Twitter), Director of Marketing Automation at 3D Systems.
On this episode of Marketing Trends, Kurt joins Ian Faison and Lauren Vaccarello to discuss how to align revenue operations, how this can lead to higher retention and faster growth, the role of marketing automation, and how Kurt handles the unique challenges of marketing in the 3D printing industry.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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From founding their first company in 2006 to becoming top executives at Salesforce, Kraig Swensrud and Sean Whiteley have achieved a lot together. Most recently, they have helped introduce the world to the new category of conversational marketing by co-founding their latest venture, Qualified.
On this episode, Sean and Kraig sit down with Ian Faison and Lauren Vaccarello at Sirius Decisions 2019, where they discuss early days at Salesforce, successful business partnerships, and implementing conversational marketing.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Marketing has always been about more than just marketing for Paul D'Arcy (LinkedIn | Twitter). Throughout his entire career, Paul has sought to understand the purpose behind the messaging that he delivers. That passion for purpose has led Paul to serve as the CMO of MessageOne, Executive Director of Americas Marketing and Global Demand Gen at Dell, and now serves as Senior Vice President of Marketing at Indeed. He and his team are working to create the best tool to serve job seekers and employers around the world.
On this episode, Paul discusses his entry into marketing and what he has learned thus far in his career, including the importance of being purpose-driven, creating long-term customer memory, and maximizing creativity.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Marketing has undergone many phases of change. Four phases since 1900, to be exact, according to Erik Newton (LinkedIn | Twitter). Erik is the Vice President of Growth Marketing at BrightEdge. Previously, he has held senior marketing roles at leading media and entertainment companies including Netflix, TiVo, and Vidcie.
On this episode of Marketing Trends, Erik walks us through the phases of marketing as he sees them and describes what we should expect to see in the next couple years during the rise of "Marketing 5.0".
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Jonathan Mildenhall knows a thing or two about building a great brand. He has helped lead one of the world's great legacy brands as SVP of Coca-Cola, as well as one of the world's great new brands as CMO of Airbnb. He is now the co-founder and CEO of TwentyFirstCenturyBrand.
On this episode, Jonathan discusses his journey into marketing, how he learned to drive conversation at Coca-Cola and Airbnb, and what it takes for a brand to achieve success in the 21st century.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Every marketer knows that customer experience is important. But Thomas Butta, CMO at SignalFX, takes it a step further. According to Tom, experience is the new brand.
On this episode, Tom explains what he means by this, and discusses how to succeed as a challenger brand. He is also joined by SignalFX Chief Architect Rajesh Raman, who talks about their collaboration together.
For full notes and show notes, click here.
Tom's Twitter: twitter.com/thomasbutta
Tom's LinkedIn: linkedin.com/in/tombutta
SignalFX Website: signalfx.com
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Should all marketers be quants? Tim O'Connor has suggested that the answer to that question is "yes." Tim is the Senior Vice President of Marketing at Excelligence and the CEO of LifeCubby, one of their subsidiaries. Tim has also served as a Marketing VP at Siemens and Unisource Worldwide.
On this episode, Tim talks all about quantitative marketing, and explains why he believes that every marketer should have an understanding of basic quantitative tools and methods. He identifies some common gaps in marketers' knowledge, and explains how marketers can be more rigorous in how they analyze problems.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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This episode of Marketing Trends features an interview with Ryan Bonnici. He is currently the CMO of G2, and previously served as the senior director of global marketing at Hubspot, and the head of marketing of APAC at Salesforce.
On this episode, Ryan discusses his background and how he turned a job as a flight attendant into a career in marketing. He also dives deep into how he has been able to successfully drive growth, including how he was able to generate $64 million with a $6k campaign.
Click here for full notes and show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Many marketers operate one quarter at a time. Andy Bertera is someone who has found enormous success by taking the long view. In his decade leading the marketing efforts at New England Biolabs, he has helped establish them as an authoritative voice in biotech industry.
On this episode of Marketing Trends, he also discusses how to build a marketing team, why an experimental mindset is key for marketers, and the unique aspects of biotech marketing.
For full links and show notes, click here.
To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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No one knows Account Based Marketing better than Jon Miller. Jon is known as the godfather of ABM. As the CEO and co-founder of Engagio he has helped define the market. And marketing innovation is nothing new to Jon. He also co-founded Marketo and served as a VP at Epiphany.
On this episode, Jon talks all about ABM, including most common mistakes and best practices for getting started. He also gives advice of how more marketers can become successful founder and what he thinks the next big innovation will be in marketing.
For full notes and show notes, click here.
To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Southwest Airlines is the largest airline in the United States and one of the largest eCommerce companies in the world. They are also one of the world's greatest marketing companies, with a clear brand message and very effective advertisements.
On this episode of Marketing Trends, we talked to Ryan Green, Senior Vice President and CMO of Southwest Airlines, about what makes Southwest so effective, and how he helped get them to where they are. Ryan opens up about how Southwest is able to garner best-in-the-industry customer satisfaction and customer loyalty, as well as how he helped transform their marketing organization to meet the demands of the digital age.
For full notes and show notes, click here.
To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
CMO is known as one of the most difficult job positions. It is typically associated with low levels of trust and short tenures. On this episode, Sara Varni, CMO of Twilio, joins us and opens up her CMO playbook.
Sarah shares how she has been able to have so much success in the CMO position. She also discusses what to do in your first 90 days as CMO to set yourself up for success, best practices for streamlining budgeting and approvals, how to deal with imposter syndrome, and more.
For full notes and show notes, click here.
To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Jennifer Johnson is a category design expert. As the CMO of Tenable and a startup advisor at Play Bigger, Jennifer puts into practice the principles of category design every day.
In this interview, Jennifer discusses all things category design, from best practices and case studies to pitfalls and cautionary tales.
For full notes and show notes, click here.
To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Shannon Pruitt has helped forge partnerships between some of the greatest brands in the world and some of the best original programming. Shannon is the President of SMPI Marketing Group, and she previously served as the CMO of The Honest Company, President and CEO of The Story Lab, and VP of Integrated Solutions of Warner Brothers.
She joined the show to tell us best practices for these kinds of partnerships, what she learned from being a CMO, and how to get the most out of influencer relationships.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Josh Golden is the president and publisher of Ad Age. He has also served in senior marketing positions with companies like Xerox and NBC Universal.
On this episode, Josh, Ian, and Lauren talk about keeping up with disruption, why marketing is more difficult than it has ever been, and Josh shares his experience working on the OJ Simpson trial.
Click here for full notes and show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Viral marketing. Many marketers dream of it. Few are able to actually execute and create it. On this episode, we talk to a marketer who has helped create many viral video ads.
Benton Crane is the CEO of Harmon Brothers, the company behind the viral videos for companies like Squatty Potty, Purple Mattresses, and Poo-Pourri. The videos they have created have cumulatively generated more than a billion views.
In this interview, Benton shares his journey from a self-described “data geek” working at the US Census Bureau to creating some of the most creative and successful viral video advertising of all time.
He explains the formula used to craft narratives at Harmon Brothers, how they use data and analytics in conjunction with great storytelling, and what many marketers get wrong about A/B testing.
Click here for full notes and show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Storytelling is a key component of marketing. Yet few marketers seriously study the art and science of constructing stories. On this episode of Marketing Trends, we talked to someone who has.
Clay Hausmann is the CMO of Aktana, a company that uses AI to provide decision support to life science sales and marketing teams. Clay is also a principal at Treatment, a marketing consultancy that uses the methods of screenwriters to help brands build and tell their stories.
In this interview, Clay tells us how marketing is like screenwriting, and how marketers can use tips from screenwriting to tell better stories and be more effective. He also talks about his background, how he got into marketing, the future of marketing AI, and much more.
Click here for links, quotes, and full show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Many marketers aspire to turn their customers into a tribe. They dream of their customers transforming from casual users to committed advocates. But this is easier said than done.
To learn more about how to actually build a tribe and convert customers into advocates, we talked to someone who has done it before: Chandar Pattabhiram. Chandar is the CMO of Coupa, a highly successful cloud platform for business spend. He is an experienced tech marketing veteran and a multi-time CMO.
On this episode, we talked to Chandar about how he builds tribes, his “Stairway to Heaven” model of marketing, and the future of artificial intelligence.
Click here for links, quotes, and full show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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We sat down with Thomas Butta, CMO of SignalFX, to talk about how to make your marketing cut through the noise of the modern digital world. On this episode, Tom also discusses challenger brands and how to make your brand an industry thought leader. Click here for links, quotes, and full show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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This episode of Marketing Trends was conducted live at the Salesforce World Tour in Chicago. It features an interview with Tracy Eiler, CMO of InsideView and co-author of Aligned to Achieve: How to United Your Sales and Marketing Teams into a Single Force for Growth.
On this episode, Ian and Tracy discuss why sales-marketing alignment is so important, how to achieve it, and common CMO pitfalls to avoid.
Click here for links, quotes, and full show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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What can a new CMO do in the first 90 days to make sure they have success with their new organization? How can they make sure they are on the same page as the sales team from the get-go? To answer questions like these, we talked to Ed McDonnell.
Ed is the Senior Vice President of Sales for Salesforce Marketing Cloud. He has also served in senior sales roles for Eloqua, EDGAR Online, McGraw Hill, and Reuters. We also talked with Ed about how marketers can use data to drive sales-marketing alignment, and why he thinks B2B and B2C businesses are converging.
Click here for links, quotes, and full show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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What separates a failed content marketing strategy from an effective one? To help us find out, we brought in Joe Pulizzi.
Joe is the godfather of content marketing. He founded the Content Marketing Institute in 2007, and he also is credited with coining the phrase “content marketing.”
Joe is also a Co-Founder of the Orange Effect Foundation. If you’re interested in hearing more from Joe, you can find his content at JoePulizzi.com or follow him on Twitter @JoePulizzi.
For full notes and show notes, click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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The rise of e-commerce and headlines about the “retailpocalypse” and “mallpocalypse” have made many wonder what will happen to the future of retail. Phil Raub, the president and co-founder of b8ta, is helping to define that future. b8ta is a new startup that provides retail as a service. He also shares stories from his time with Nest, Nintendo, and Gap.
Tap here for full notes and show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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This episode features an interview with Matt C’de Baca, Managing Director at Renaissance Leadership. Matt has more than 15 years of experience in talent acquisition and executive recruiting. On this episode, he talks about how to succeed as a marketing executive, the most in-demand talents and abilities, and how to find purpose in your work.
For notes and show notes, tap here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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John Gargiulo, Global Product Marketing Lead at Airbnb, joined Marketing Trends to discuss a problem he has seen that needs to be addressed: A vast chasm right in the middle of the marketing funnel.
Topics discussed: Performance marketing, brand marketing, marketing funnel, mobile marketing, mobile apps, CMO tips.
For notes and show notes, tap here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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How do you make sure you understand your customers, and how do you make sure they understand you? That is what we talked about with Vanessa Hope Schneider. Vanessa is the Head of Marketing at Clara Labs. She has a different background from most marketers: she studied avant-garde poetry at Columbia University, but eventually transitioned to tech marketing. Before joining Clara Labs, she held roles with companies like Airbnb and Eventbrite.
On this episode, Vanessa talks about what it takes to truly understand your audience and communicate effectively with them, and what to look for when hiring a marketing team.
For full notes and show notes click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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How do you market a marketplace, a platform where you have both buyers and sellers? To find out, we spoke with Paul Ghio. Paul is the Vice President of Product at Creative Market, an online design marketplace. He formerly served as the VP of Marketing & Growth.
In addition to marketplace marketing, Paul discussed how design, analytics, and how he went from marketing to product management. Enjoy.
For full notes and show notes click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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This episode of Marketing Trends features an interview with Justin Shriber (Linkedin: /justinshriber | Twitter: @jshriber). Justin is the Vice President of Marketing for LinkedIn Sales and Marketing Solutions.
On this episode, Justin discusses how sales and marketing are starting to converge, and what that means for marketers. He also talks about how to build trust and create engaging content for your audience.
For full notes and show notes click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Today’s episode features an interview with Peter Schwartz. Peter is a futurist, and the Senior Vice President for planning at Salesforce. Peter is also the founder of the global business network, and the author multiple books, including The Art of the Long View.
On this episode, Peter discusses how technologies of the future like AI and augmented reality will affect marketers in the future. He also talks about storytelling and what it was like creating the world of the future with Stephen Spielberg for the movie Minority Report.
For full notes and show notes click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Peter Isaacson is the CMO of Demandbase and one of the originators of the ABM product category. He joined us to explain how to optimize ABM. He also gave tips for better storytelling and category creation.
Topics discussed: Marketing Leadership, Account Based Marketing, Category Creation, Storytelling, CMO Leadership, Artificial Intelligence.
For full notes and show notes click here.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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How can you turn your marketing department from a cost center to a revenue generator?
We brought in Nicole Kingsley Brunner, CMO of Manning and Napier, to help us find out. Nicole has transformed her firm’s marketing, and helped them grow from around $6 billion dollars of assets under management when she started to more than $20 billion under management today.
Click here for full notes and show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Corinne Sklar is the CMO of Bluewolf, an IBM company. In her thirteen years with Bluewolf, Corinne has developed and implemented marketing strategies that have helped grow the company’s revenue from three million to over a billion.
In part 2 of our interview with Corinne, she explains why “if you build it they will come” is absolutely wrong, how to get buy-in on long-term marketing projects, and why she thinks that every marketer could benefit from doing a stint in services marketing.
Click here for full notes and show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Corinne Sklar is the CMO of Bluewolf, an IBM company. In her thirteen years with Bluewolf, Corinne has developed and implemented marketing strategies that have helped grow the company’s revenue from three million to over a billion.
In part 1 of our interview with Corinne, she talks about how a relentless focus on design helped spur that growth. She also talks about how CMOs can increase their tenure and have a greater impact within their organizations, and how to create a culture that encourages innovation and experimentation.
Click here for full notes and show notes.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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This episode of Marketing Trends is part 2 of our interview with Rob Norman, Director of US Field Marketing at Box. In this episode, Rob talks all about pipeline: How to generate demand, how to measure pipeline, how to work with sales to attribute credit, and more.
If you would like to listen to part 1 where Rob talks all about international marketing and the differences in marketing in France, the UK, and Silicon Valley, click here or go to the previous episode in your feed.
For full show notes and more, go to marketingtrends.com.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Many international organizations struggle to maintain a cohesive message while also adapting to local differences in foreign markets. To better understand how to achieve this balance, we brought in Rob Norman.
Rob is the director of US Field Marketing at Box. He was born, raised, and educated in the UK, and spent the first five years of his career working in technology consulting in France. He subsequently spent a number of years as a technology marketer, first in France, and subsequently in London, before hopping the pond to Silicon Valley.
On this episode, Rob also discusses the secret to great demand gen, and his best tip for aligning sales and marketing.
For full show notes and more, go to marketingtrends.com.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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How do marketers get sales organizations to buy in and support their efforts? On this episode of Marketing Trends, we brought in TJ Waldorf to help answer that question. TJ is the Head of Global Marketing at INAP, and spent more than a decade in B2B sales before moving over to marketing.
As TJ sat down with Ian and Lauren, he also discussed how to approach attribution, and what he wishes he had known about marketing earlier in his career.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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This episode of Marketing Trends features an interview with Nate Skinner, Vice President of Product Marketing for Salesforce B2B Marketing.
Nate, Ian, and Lauren discussed how to create memorable marketing experiences. They also discussed how this relates to technologies like artificial intelligence, marketing automation, and augmented reality.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Ron Schneidermann is the COO and CMO of AllTrails, a platform for off-road recreation. He co-founded and was CMO of Liftopia, and also served as the head of growth for Yelp Reservations.
Ron joined Lauren and Ian in studio to talk about his background in marketing, why he serves as both COO and CMO, and what it was like to raise money from Chris Sacca.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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This episode of Marketing Trends features an interview with Ada Chen Rekhi, founder and COO of Notejoy. Ada was also the founder of Connected HQ, and has held marketing positions with LinkedIn, SurveyMonkey, Mochi Media, and Microsoft.
On this episode, Ada joins Ian and Lauren to discuss how to structure and hire for an effective marketing organization.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Today’s episode of Marketing Trends features part 2 of our interview with Ty Shay (Twitter: @tyshay), global CMO of Norton Lifelock. Ty is a Silicon Valley veteran who has served as CMO of multiple great tech companies including Hotwire and SquareTrade, and was the founder and CEO of FanIQ, a social sports gaming site. He is also on the board of directors of the ad council.
On this episode, Ty explains his original theory of performance storytelling, and gives tips on career management for marketers. Again, this is part two of a two-part interview, so if you want to go back and listen to part one, it just the previous episode in this feed.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Today’s episode of Marketing Trends features an interview with Ty Shay, Global CMO of Norton Lifelock. Ty is a Silicon Valley veteran who has served as CMO of multiple great tech companies including Hotwire and SquareTrade, and was the founder and CEO of FanIQ, a social sports gaming site. He is also on the board of directors of the ad council.
On this episode, Ty and Ian discuss how to create a campaign that will stick in people’s minds, how marketers misunderstand their basic function, and why Ty thinks you should turn off your marketing.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading towww.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Jeff Titterton (Twitter: @jefftitterton) is the CMO of Zendesk. Jeff has more than 20 years of experience in marketing for innovative technology companies. On this episode, Jeff talks about his background, the future of AI in marketing, and how product launches are frequently mismanaged.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading towww.pardot.com/podcast.
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Beth Comstock (Twitter: @bethcomstock | IG: @bethcomstock) is the former CMO of GE and the author of Imagine It Forward: Courage, Creativity and the Power of Change. In this interview, Chad and Beth discuss how to stop tribalism in your business, developing better frameworks for creativity and the writing process behind Beth’s new book Imagine It Forward.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading towww.pardot.com/podcast.
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Ian and Lauren are joined by Brian Rothenberg, a GM, CMO, and VP of Growth at Eventbrite. He helped grow Eventbrite from 100 employees to over 1,000 and a successful IPO earlier this year.
1:00 - Brian introduces the trend of consumer businesses becoming their own platforms, and what this means for product marketing.
3:20 - Creating cross-functional teams.
7:00 - Why the Head of Growth position will flatline and decline.
13:20 - The ways in which SaaS and B2B companies will start to act more like consumer businesses.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Ian and Lauren are joined by Brian Rothenberg, a GM, CMO, and VP of Growth at Eventbrite. He helped grow Eventbrite from 100 employees to over 1,000 and a successful IPO earlier this year.
In this episode, we discuss the top marketing trends for 2019.
2:50 - How Brian became a marketer.
6:05 - Why the top of the funnel will shrink in 2019 and what it means for marketers.
8:45 - What to do about a shrinking funnel.
13:50 - Brian explains paid-acquisition arbitrage.
20:00 - How the podcasting industry will change in 2019.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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How can marketers use engaging storytelling to hook their audience? Mission CEO Chad Grills sat down with Meredith Ayan, Executive Director of SPCA International, to answer exactly that.
SPCA International is a non-profit that reunites military service-members with animals they have befriended while on active duty. Meredith explained best practices for storytelling in email, how to segment storytelling for different audiences, and how SPCA reunited a marine with a donkey he met in Afghanistan.
This episode was recorded live at the Salesforce World Tour in New York.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Joely Urton is Vice President of Analyst Relations at Box. Previously, she worked in marketing roles for Oracle, Sun Microsystems, and Epiphany.
On this episode, Joely, Ian, and Lauren talk all things analyst relations, including how to manage an effective AR program, how to measure its success, and when a company should begin an AR program.
2:35 - What is analyst relations?
7:55 - How doing AR compares to normal marketing.
12:55 - When to start on an AR program.
37:00 - How to measure the success of an AR program.
49:15 - Most exciting marketing trends for the future.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Jaleh Bisharat is the Founder and CEO of NakedPoppy. In her career as a marketer, Jaleh has served as the CMO of Eventbrite, and a marketing VP for Amazon, Jawbone, and OpenTable.
In part 2, Jaleh discusses why she decided to not use a Powerpoint deck when pitching NakedPoppy, the best way to build a great team, and what it takes to be a great CMO.
3:30 - Why NakedPoppy decided not to use a Powerpoint deck when pitching their company to VC funds.
8:45 - How to build a team that complements your strengths.
11:30 - The three questions you need to ask to build an effective culture.
16:00 - The best way to hire great employees.
23:40 - The essential skills for becoming a great CMO.
25:50 - Why you should talk to customers one at a time.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Jaleh Bisharat is the Founder and CEO of NakedPoppy. In her career as a marketer, Jaleh has served as the CMO of Eventbrite, and a marketing VP for Amazon, Jawbone, and OpenTable.
In part one of our interview with Jaleh, she discusses what she learned working with Jeff Bezos, how to be customer-obsessed, and best practices for conducting effective market research.
3:00 - Lessons learned from working with Jeff Bezos.
5:10 - What it means to truly be customer-obsessed.
7:45 - Jaleh discusses the importance of delighting customers.
10:55 - How to fail well.
14:50 - The relative value of ideas vs. execution.
15:48 - Jaleh’s experience at OpenTable and what it took to break out from the competition.
26:30 - The importance of being able to finish your customers’ sentences.
30:15 - Best practices for conducting effective market research.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
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Matthew Trifiro is the CMO of Vapor IO. As a multi-time CMO and CEO, Matt has a long track record helping companies achieve exponential growth.
On this episode, Matt discusses the "dirty secret" of launch products, the best advice for a new CMO, and why he thinks press releases are useless.
6:30 - The most important skill for any marketer.
21:30 - The biggest myth about creating the iPhone.
25:28 - Figuring out what you are "the best and only" at.
39:00 - How PR and thought leadership change from B2B to B2C.
42:15 - Why press releases are useless.
55:05 - What Matt has learned about effective branding.
57:30 - Creating effective anchor content.
01:10:10 - Matt's best advice for a new CMO.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Mentioned Resources:
1. The Atari ST Owners Manual Matt wrote.
2. The Reptilian video game Matt wrote.
3. The Swindled podcast (answer to lightning round Q).
4. Bloomberg entry for Wink Communications, early interactive TV company co-founded by Matt where he created the category of "enhanced broadcasting."
5. The original Positioning by Al Ries and Jack Trout.
6. The white/pink tuna story at Snopes.com. As suspected, it's apocryphal and has many versions, but it's still a great story.
8. Open Glossary of Edge Computing.
9. Ogilvy's The Man in the Hathaway Shirt
Christopher Lochhead is the co-author of the Harper Collins’ instant classic Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets and he’s the co-host of the Legends and Losers podcast. He is a serial entrepreneur and has served as the CMO of three public companies.
Chris joined Ian to discuss why category design is the most important skill set for a CMO, why competing is bad, and how to get creatives to do legendary work.
4:55 - How category design applies to music, politics, and life.
8:20 - The number one skill set that headhunters look for in a CMO.
11:25 - Why competing is bad.
24:55 - Making category design more than a messaging or branding exercise.
51:10 - How to get creatives to do legendary work for you.
1:06:15 - Why this is the most exciting time to be alive in history.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Few brands have had as large an impact on the world of marketing and advertising as Apple. For more than forty years, their advertising has set the bar for greatness.
In part 2, Lauren and Ian break down Apple ads from 1998 to today. We see how having an enemy makes for great marketing, and how to turn every product into an advertisement.
1:45 - The brightly colored iMacs show the world what thinking different really looks like.
6:15 - How the white headphones turned every iPod into an advertisement.
16:30 - Having an enemy makes for great advertising.
22:50 - Marketing the iPhone with "Hello."
31:10 - You're more powerful than you think.
36:00 - Apple's latest ad, "Share Your Gifts."
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Few brands have had as large an impact on the world of marketing and advertising as Apple. For more than forty years, their advertising has set the bar for greatness.
In the first of a two part series, Lauren and Ian break down Apple ads from 1977 to 1997. The lessons drawn from these ads will help you "think different" and inspire you to be more creative.
4:50 - The thing that separates Apple from other advertisers.
15:00 - An ad called "homemaker" almost makes Lauren choke.
19:15 - How 1984 changed advertising forever.
24:10 - When Apple went too far.
44:45 - How "Think Different" saved Apple.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In this episode of Marketing Trends, we explore sales and marketing alignment. We brought in Sean Sheppard, a sales expert, to help explain how organizations can better align the two.
Sean is the founding partner of GrowthX and Co-Founder of GrowthX Academy. He is a serial entrepreneur who has successfully grown dozens of early-stage companies.
In addition to his experience as a multi-time founder, Sean ran the sales and business development track at Tradecraft and co-founded the Professional Sales College.
In this interview, Sean breaks down the x’s and o’s of how to get marketing and sales to work together.
2:00 - How to make marketing and sales collaborative rather than competitive.
9:20 - Why marketing should get messaging from sales.
17:00 - Creating product-to-market teams.
23:40 - How to handle product launches.
31:05 - Why SaaS should be service as a software.
37:20 - Evolving compensation plans for marketing and sales teams.
46:50 - How to make sure your star marketers can rise to the top.
55:05 - Best team-building exercises for marketing and sales.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
On this episode, Ian introduces his new co-host, Lauren Vaccarello. Lauren is a digital marketer who has held senior marketing roles with tech companies like Salesforce, AdRoll, and Box. She also co-authored two influential books on marketing: “The Retargeting Playbook” and “Complete B2B Online Marketing.”
Ian and Lauren discuss Lauren's background in marketing, why CMOs get fired, and how executives can keep up with the latest trends in marketing.
00:45 - Lauren's marketing background.
4:00 - Stumbling into lead scoring.
7:30 - Blending strategic and tactical marketing.
10:15 - Why great marketing looks easy.
12:50 - Why CMOs get fired, and how to avoid it.
17:00 - How to stay up to date with the latest marketing trends.
25:20 - How to set expectations with your CEO and board.
31:40 - The dumbest things a CMO can get fired for.
36:00 - The umbrella theory of marketing.
37:00 - Why this is the best time to be a marketer.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In this episode of Marketing Trends, Ian talks with Shannon Duffy, an SVP of Marketing at Salesforce.
Shannon talks about how to build a marketing team from the ground up, how to take complex things and make them simple, and how "Melrose Place" inspired her to get into marketing.
1:25 - Shannon’s background in marketing and how she got started.
4:45 - How "Melrose Place" inspired Shannon to get into marketing.
7:50 - The link between marketing success and customer success.
10:05 - The campaign Shannon is most proud of.
15:00 - How marketers can embrace failure.
17:45 - How to improve the top of the marketing funnel.
19:40 - How to take complex ideas and make them simple.
21:00 - Why anyone can be in marketing, but not everyone is a marketer.
27:30 - How to build a team from the ground up.
31:50 - The best piece of advice for a beginning marketer.
32:40 - Lightning Round.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
In this episode of Marketing Trends, Ian talks with Menaka Shroff, Global Head of Marketing of Devices and Mobility at Google. Menaka has also worked in marketing roles for Box and Yahoo.
We cover how she manages to find great companies to work for right before they take off, how to use analytics to drive better marketing, and how to get sales and marketing into better alignment.
1:10 - How Menaka got into marketing.
2:00 - Menaka’s strategy for picking great companies.
2:50 - The difference between corporate and start-up life.
5:10 - How to balance analytical marketers with other roles on a marketing team.
7:45 - Aligning sales and marketing on metrics.
10:10 - The best campaign Menaka has ever been a part of.
13:35 - The process of becoming a thought leader in an industry.
14:50 - How to plan and run a great corporate event.
16:40 - Lightning Round.
18:20 - The future of AI and machine learning.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
On this episode of Marketing Trends, Ian and Chad talk with Mark Viden, VP of Marketing for Dignity Health. Dignity Health is a large healthcare company based in California that does more than $10 billion in revenue and employs more than 60,000 people.
Mark shares the early impact of reading David Ogilvy, how he deals with rejection, and sheds light on his 17-year career at Dignity Health.
1:45 - When Mark first got excited about marketing and advertising.
3:20 - Mark’s marketing inspirations.
5:10 - Advice for up-and-coming marketers.
7:00 - Executing on the Hello Humankindness campaign.
17:40 - How to use marketing to improve someone’s life.
19:00 - Lightning Round.
20:45 - Mark’s favorite marketing tool.
22:00 - The most important marketing trends that Mark sees coming.
26:50 - Why you should always start with strategy.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
On this episode of Marketing Trends, Chad and Ian talk to Sara Varni, the CMO of Twilio.
She talks about how CMOs can pitch expensive and risky initiatives, how marketers waste money by failing to make long term plans, and she shares a few tactics that her team uses to be meticulous about finding ways to connect with the customer.
1:30 - How Sara got inspired to get into marketing.
5:30 - How form affects substance when you are creating content.
6:55 - Learning from both bad bosses and good bosses.
8:45 - Prioritizing a day and not being driven by your inbox.
11:00 - How to create a great conference.
14:00 - The marketing campaign Sara is most proud of in her career.
16:40 - Learning to pitch risky or difficult initiatives.
18:40 - Why demand gen is an art and a science.
21:20 - The worst campaign Sara has ever run.
24:15 - Generating word of mouth buzz.
25:40 - Lightning Round.
28:00 - Where marketers blow the most money.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Ian Faison, Chief Content Officer of The Mission, is joined by Chad Grills, CEO of The Mission. They discuss their background in marketing, why they decided to produce Marketing Trends, and what you can expect in the upcoming season.
1:10 - Why Marketing Trends? What do we hope to accomplish?
3:05 - Who is Marketing Trends for?
5:15 - Why we need more honesty in marketing.
7:15 - Who are we? Who are we interviewing?
9:00 - How marketers can help mediate a better future.
Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.
To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
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