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Lay of the Brand
Welcome to the Lay of the Brand podcast, where we talk with the experts on tech marketing, creative and PR to learn what’s new, what’s working and what’s next.
Feb 24, 2021
16. Diversity, Equity and Inclusion (DE&I)
Diversity, equity, and inclusion (DE&I) are in the forefront of a national conversation. For B2B and B2G tech marketers and PR pros, DE&I poses questions that drive decisions about messaging, outreach, and whether or not to take a public stand on issues. Carrie Drake, Director of Government Marketing for Maxar and the former president and a current board member of Women in Technology joins us for an in-depth look at ways marketers can help their companies navigate these waters. *“Are you shaping your message for various audiences or are you shaping your message for one?” — Carrie Drake *
Dec 18, 2020
15. Do Newswires Have a Future?
News distribution has been an essential part of the PR and marketing playbook for decades, but how does it fit in a world where journalism is so fragmented, between traditional news outlets, upstart news providers, bloggers, social media influencers and independent journalists? Gregg Castano, CEO of News Direct, an upstart staffed by newswire industry veterans, discusses how newswires and content delivery continue to evolve and the ways PR and marketing pros can take advantage of these changes.
Nov 10, 2020
14. How to Market to CISOs with 7-Eleven & T.E.N.
Today’s CISOs have an unprecedented amount of work and conflicting priorities on their plates, making it extremely difficult for anyone—let alone a vendor trying to sell them something—to grab their attention. To understand how B2B cybersecurity marketers can reach these elusive decision makers, we talked with Sujeet Bambawale, CISO of 7-Eleven and Marci McCarthy, CEO and President of Tech Exec Networks (T.E.N.). Listen to learn the data behind what works (and doesn’t) when marketing to CISOs; personal insights from an international brand’s CISO on how to influence security decision makers; and how COVID-19 has changed the dynamics of outreach programs.
Oct 13, 2020
13. Virtual Event Speaking: Land the Gig, Make it Unforgettable
Industry events have gone virtual or hybrid, making it harder to land a speaking slot for your CEO or SME. And for the presenters, it’s a totally different experience. Keppler Speakers, which books high-profile speakers at events worldwide, has learned to adapt to this new environment. CEO Warren Jones gives us insights on what’s changed and what speakers, PR pros and marketers need to know to succeed. Listen in for what event organizers look for and how to pitch them; steps for making virtual presentations more memorable; and creating media opportunities at a virtual event for your thought leaders.
Sep 14, 2020
12. How to Land Funding in Today’s Environment w/ S3 Ventures’ Eric Engineer
Entrepreneurial dreams are alive and strong, but how can they become reality in uncertain times? To land venture dollars you need to outshine the competition and demonstrate your worth. S3 Ventures, the largest VC focused on Texas, provides a pulse on the market and insights into how startups can win over VC decisionmakers. Key topics discussed include: how VC investment strategies are adjusting to market changes; ways startups can get the attention of VCs; and marketing and PR strategies that effectively fuel each stage of growth.
Jun 24, 2020
11. CMO Insights: Strategies for Getting Back to Business Part 2
Tech companies are still evolving how they approach marketing in the COVID-19 economy. In part 1 of “CMO Insights: Strategies for Getting Back to Business,” our panel of experts -- Rashmi Vittal of Conversica, Russ Cobb of IronNet Cybersecurity and Matt Selheimer of PAS Global -- shared perspectives on messaging, content and measurement as well as aligning with sales and the C-suite. In part 2, they provide more insights on realigning marketing resources, map out the future of events, but give actionable recommendations you can apply today.
Jun 24, 2020
10. CMO Insights: Strategies for Getting Back to Business Part 1
Keeping the economy moving in the COVID-19 environment is driving a lot of change and confusion in how tech companies go to market. In part 1 of “CMO Insights: Strategies for Getting Back to Business,” our panel of experts—Rashmi Vittal of Conversica, Russ Cobb of IronNet Cybersecurity and Matt Selheimer of PAS Global—give insight into how companies can adapt their marketing and sales approaches to keep customer relationships intact and growing while we navigating these difficult and uncertain times.
Dec 17, 2019
9. CMO Roundtable: How to Maximize and Prioritize Your Marketing Budget with Matt Howard, CMO of Sonatype and Stephen McCarney, VP of Marketing at OPAQ
Just about every single marketing leader constantly faces one big problem: doing more with less. Buyer journeys are becoming more complex. Channels, both online and offline, are exploding. Investing in MarTech is a must. And the cost of great marketing talent isn't getting any less expensive. Whether you are a billion-dollar public company, or a startup, you face difficult choices every day about where to best spend your limited marketing dollars. In this roundtable discussion, hear from seasoned marketing leaders from companies large and emerging talk about their struggles with budget allocation and maximizing return on marketing spend. You will learn about strategies and tactics worth investing in (or not) and why; what to consider when prioritizing your marketing budgets; what’s hot now and what’s overhyped in terms of MarTech; and lessons from the marketing frontlines and how you can apply them.
Nov 12, 2019
8. The Art of Marketing in B2G: Content is Key–With Allan Rubin, CMO of ORock Technologies
Marketing your products and services to government agencies is not as simple as swapping out the word ‘mission’ for ‘profitability’ on your commercial collateral. If your business is considering selling to the public sector, you need to be prepared to communicate to a unique market that is more mission-driven and has different motivations than the B2B market. On this episode of Lay of the Brand Allan Rubin, Chief Marketing Officer of ORock Technologies, breaks down the basics of how businesses can successfully enter the government market while creating content that captures audiences at the federal, state and local levels.
Sep 10, 2019
7. The Top Digital Marketing Essentials to Stay Relevant w/ Merritt Group's Pasha Irshad
In today's digital world, there are thousands, if not millions of marketing tools and approaches to reach your buyer. But knowing the approach to quickly and efficiently reach your audience with a relevant message, content or offer is essential to keeping your marketing program manageable, within budget and effective.* *On this episode of Lay of the Brand, we ask Merritt Group's very own Senior Director of Digital & Integrated Marketing, Pasha Irshad, about the latest and greatest tools, tips and tricks in the world of performance marketing.
Aug 22, 2019
6. Storytelling in the Tech Industry: Do's & Don'ts - GMU Panel w/ NPR's Jack Speer; Microsoft's Tonya Neff Klause; and Merritt Group's Shahed Ahmed
From defining brand names to relaying empathy during times of crisis, businesses know the art of storytelling is paramount to success. So, how do tech companies craft their narratives? How do they take a stance on controversial issues without alienating consumers? In this episode of Lay of the Brand, we continue our discussion with a panel of experts hosted by George Mason's Department of Communications and Career Services including Jack Speer, National NPR Anchor; Tonya Neff Klause, Communications Director at Microsoft; and Shahed Ahmed, Senior Vice President and Partner at Merritt Group.
Jul 29, 2019
5. The Evolution of Performance Marketing in Tech w/ Merritt Group's Sr. Marketing Project Manager, Abigail Bracy
Enhancing performance marketing through data and analytics is a key ingredient to any organization's marketing strategy. In this episode of Lay of the Brand, Merritt Group speaks with its own Senior Marketing Project Manager, Abigail Bracy, to learn about the latest tools and themes making an impact on performance marketing, and how they are best used to inform strategic brand decisions.
Jun 10, 2019
4. How to Create an Agile Brand w/ Greg Kihlström, Host of Agile World Podcast
When it comes to branding, gone are the days where you can just "set it and forget it." In this episode of Lay of the Brand, Merritt Group speaks with award-winning author of the Agile Brand and host of the Agile World Podcast, Greg Kihlström, to learn about how organizations can apply agile methodology to create a continually evolving brand that stays true to its values and keeps up with customers and competitors in a modern, rapidly-moving world.
Jun 10, 2019
3. Building Positive Brand Perception in the Tech Industry w/ GMU Comms Professor, Sergei Samoilenko
Positive brand perception is critical to building customer loyalty and increasing customer confidence in your organization and product. But as seen with tech companies like Facebook, it's easier said than done. On this Lay of the Brand episode, Merritt Group speaks with Serge Samoilenko, a Communications Professor at George Mason University, who will delve into his own research on reputation and brand management – and the strategies the tech industry can't afford to ignore.
Jun 10, 2019
2. Reputation Management in the Tech Industry: Panel w/ NPR's Jack Speer, Microsoft's Tonya Klause and Merritt Group's Senior VP Shahed Ahmed
Reputation can make or break a brand in an age where information can be instantaneously tweeted and texted. So how do tech-companies maintain their brand integrity in an especially disruptive industry where innovation inevitably raises new questions about privacy, trade and community commitment? In this episode of Lay of the Brand, you'll hear seasoned insights and advice from a panel of experts hosted by George Mason's Department of Communications and Career Services including: Jack Speer, National NPR Anchor; Tonya Neff Klause, Communications Director at Microsoft; and Shahed Ahmed, Senior Vice President and Partner at Merritt Group.
Jun 10, 2019
1. Branding Your Company Amid Industry Disruption w/ Amber Allman, VP of Corporate Comms at Gannett
Whether small, medium-sized or part of the big leagues, how do organizations take their public affairs and communications from skittish and reactive to powerful and proactive? On this Lay of the Brand episode, Merritt Group asks Amber Allman, current Vice President of Corporate Communications at Gannett and former head of Global Public Affairs at Yahoo! how organizations can navigate the business to success, even during the most radical industry shifts and disruptions.