Marketing Trends

Latest Episodes:

Account-Based Marketing 101 with Laura Ramos, VP & Principal Analyst at Forrester Research Aug 14, 2019

Show notes

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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Solving Collaboration and Coordination with Dave King, Head of Marketing at Asana Aug 13, 2019

Show notes

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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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 Secrets of a Data-Driven CMO with Scott Holden, CMO of ThoughtSpot Aug 09, 2019

Show notes

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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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.

Nailing Your First 90 Days as CMO with Leela Srinivasan, CMO of SurveyMonkey, Keith Messick, CMO of Dialpad, and Corinne Sklar, CMO of IBM iX Aug 08, 2019

Show notes

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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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 Coach a Marketing Team with Stewart Conway, Head of Central Marketing at BMO Global Asset Management Aug 07, 2019

Show notes

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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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 to Millennials with Nadia Masri, Founder & CEO at Perksy Aug 02, 2019

Show notes

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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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 Art of International Marketing with Francesco Leone, Founder of Goat Eye Strategy Jul 31, 2019

Show notes

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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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.

Lessons Learned from Steve Jobs & The Three A’s of Marketing with Karen Steele, CMO of LeanData Jul 29, 2019

Show notes

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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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.

Creating Scalable Content with Camille Ricketts, Head of Marketing at Notion Jul 26, 2019

Show notes

"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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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.

Making Marketing Useful with Laura Luckman Kelber, SVP of Marketing at Flexera Jul 24, 2019

Show notes

"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.

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.

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