Marketing Trends

Latest Episodes:

Adjusting to the New Normal with Okta CMO Ryan Carlson Jul 01, 2020

Show notes

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:

In the future, there will be hybrid virtual and physical events that utilize the lessons we’re learning right now

Working remotely has changed things in a way that will never change back

Keeping your eye on the long-term helps you make decisions in the short-term

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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Navigating A Rebrand and Finding Your North Star with David Marine, CMO of Coldwell Banker Jun 26, 2020

Show notes

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

If your brand has been around for decades, you need to continue to push the envelope and continue to innovate
Your brand must match what you’re bringing to the table. If your client can’t get past your image, they won’t see your other assets
You need to be able to pivot your campaigns to reflect the current narrative. If you don’t, you risk being tone-deaf

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Adapting and Easing the Shift to Virtual Events with James Huddleston Jun 24, 2020

Show notes

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:

Content is king and drives the person to your event, regardless if it’s in-person or virtually
Vendors now need to contribute to the content of events. They can’t just rely on interactions
Events are as much a marketing opportunity as they are sales. Your teams need to work together during these sessions

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Pushing the Pace of Innovation with SalesLoft CMO Sydney Sloan Jun 19, 2020

Show notes

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:

You can’t recreate the experience of an event, but you can provide tangible experiences to a broader audience virtually
During tough times, brands need to be emphasizing teaching, learning, and value for their customers
The hardest part of ABM is picking the accounts, once you understand that, the execution is simple

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To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Owning the Role of the CMO with Micheline Nijmeh of Zscaler Jun 17, 2020

Show notes

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

The biggest change in marketing is data and how marketers use data
Successful campaigns for a CMO are about messages resonating with customers
Marketing is no longer about advertising, it’s about engaging with your audience

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To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Establishing Brand Voice and Embracing it with Potbelly CMO Brandon Rhoten Jun 12, 2020

Show notes

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:

Ideas need to be based on who your brand is. Recognize it and play to that voice

Low-risk high-reward campaigns are what get you noticed. Striving for efficiency will never get you noticed

Groupthink holds companies back from creative ideas and prevents them from pushing the envelope

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To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How to Manage your Share of Voice Jun 10, 2020

Show notes

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:

PR is more than putting out press releases. If you’re just putting out press releases, you aren’t doing PR
When navigating through a crisis, companies need to be transparent and empathetic
Small companies can’t compete against big brands. You have to find your niche, dig in and win there

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To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Why Understanding the Entire Client Journey is a Game-changer with Arthur Filip of HCL Jun 05, 2020

Show notes

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:

Sales and marketing need to have a healthy relationship because they share many of the same objectives in mind

Understanding the client journey and relationship ecosystem is imperative

The Tech industry is one of the least diverse and HCL is passionate about changing the culture in the industry

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To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Do You Really Know What ABM Is? May 29, 2020

Show notes

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:

Your story is being told in everything you do, say and give away

ABM should be where you start, not what you do at the end of the line

Marketing is about adapting to your surroundings, you need to change your message with the times

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To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Breaking Down The State of Marketing Report with Jamie Moldafsky, CMO of Wells Fargo May 27, 2020

Show notes

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:

Budgets may be held flat, but the areas that are seeing more money revolve around listening to the customer and communicating effectively
Creating a cohesive journey is more important than ever as more and more people are spending the majority of their time on devices
Even though personalized, one-to-one communication is the goal, customers still want to feel part of a larger community
Data is integral in understanding where your customers are in terms of state of mind and needs

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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To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.