Marketing Trends

Latest Episodes:

Leveling Up Analyst Relations with Andrew Lochart, Sr. Director of Product Marketing at Unisys Oct 24, 2019

Show notes

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.

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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.

Scaling an Amazon Strategy with Kiri Masters, Founder and CEO of Bobsled Marketing Oct 22, 2019

Show notes

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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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.

Marketing: The Story of People with Travis Chambers, Chief Media Hacker and Founder of Chamber.Media Oct 21, 2019

Show notes

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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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.

CMO Roundtable: Getting Started and SaaS Marketing Oct 18, 2019

Show notes

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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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.

Branding and Customer Experience with Nick Ragone, SVP, CMO, & CCO of Ascension Oct 17, 2019

Show notes

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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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.

Building and Sharing a Brand Story with Ryan Carlson, CMO of Okta Oct 15, 2019

Show notes

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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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.

The Inside Story with Lauren Weinberg, Global Head of Marketing at Square Oct 14, 2019

Show notes

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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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.

Becoming a Generalist with Rebecca Corliss, VP of Marketing at Owl Labs Oct 11, 2019

Show notes

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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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.

Getting a Master’s Degree in ABM with Daniel Englebretson, Director of Growth Marketing and Demand Generation at Phononic Oct 10, 2019

Show notes

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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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.

Mastering Partnership Marketing with David Yovanno, CEO & Director of Impact Oct 08, 2019

Show notes

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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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.