Marketing Trends
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Marketing Trends is your #1 podcast for all things marketing.
Twice a week you’ll get to 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 Fortune 500.
Available episodes
Newest first
Oldest first
15 hours ago
How Eventbrite is Pioneering the Evolving World of Events
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.
Tune in to learn:
* What is Eventbrite? (1:15)
* Some of the shifts we’re seeing in the events industry (3:44)
* Being an executive for now and of the future (11:00)
* Creating some structure around silliness (26:20)
* Finding balance (34:25)
* What data to prioritize (37:10)
* Why the entire team needs to be on the same page (40:00)
Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
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Mar 22, 2023
The Data OKCupid is Using to Help Users Find Love
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.
Tune in to learn:
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)
Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.
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Mar 15, 2023
LinkedIn's Perspective on the Evolution of Marketing in 2023
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.
Tune in to learn:
* Jim’s take on the state of marketing in 2023 (4:00)
* The LinkedIn rising jobs report (7:40)
* The many facets of LinkedIn (13:50)
* ChatGPT and its use in marketing (22:30)
* Using data to understand a build trust (31:10)
* How to best support yourself and your team (39:55)
Mentions:
* LinkedIn’s latest Jobs on the Rise list for 2023
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Mar 8, 2023
How Liberty Mutual Brought New Marketing Magic to a 100-Year-Old Brand
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.
Tune in to learn:
* What it’s like to be a modern-day CMO (2:31)
* The unique challenges of brand identity (6:15)
* Understanding the Liberty brand (8:40)
* Digging into the role of mascots (16:05)
* Liberty Mutual’s major partnership strategy (23:35)
* Balancing growth and integrity (30:20)
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Mar 1, 2023
How L.L. Bean Continues To Evolve After 111 Years
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.
Tune in to learn:
* The consistency and evolution of the L.L. Bean brand and how it measures up to competitors (16:20)
* Making the outdoor experience more inclusive and connecting people with the outdoors (24:30)
* The alignment / transparent culture of L.L. Bean executive leadership (30:00)
* L.L. Bean’s initiatives for community, diversity, equity, and inclusion (35:00)
Mentions:
* [11:37] Forrester Research
* [16:39] Leon Gorman - Grandson of L.L. Bean founder
* [19:41] Nordstrom
* [19:41] Zappos Shields
* [30:21] L.L. Bean / Todd Snyder Collaboration
* [33:33] Mental Health Awareness Month
* [33:54] Partnership with Mental Health America
* [34:53] Gracie Wiener / Partnership
* [39:39] Stephen Smith, L.L. Bean CEO
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Feb 22, 2023
How Deep Learning Connects Marketers to Customers
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.
Tune in to learn:
* Jana’s perspective on ChatGPT (3:45)
* The gaps that Cognitiv is solving for (8:15)
* The type of marketing team required for optimizing AI and Deep Learning (22:50)
* How does the tech affect Cognitiv’s growth (28:30)
Mentions:
Jana Jakovljevic featured on AdWeek
Rubicon Project / Magnite Inc.
Jeremy Fain CEO of Cognitiv
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Feb 1, 2023
Enabling Digital Transformation for B2C Brands
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.
Tune in to learn:
* (02:18) The origins of Smart Panda Labs
* (09:33) Shamir’s perspective on actionable data
* (13:05) The biggest disconnects between marketing and IT
* (20:26) Key advice for CMOs
Mentions:
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
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access
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Jan 27, 2023
Bringing Digital Transformation to a Time-Honored Brand
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.
Tune in to learn:
* (10:18) Opportunities from MassMutual’s partnerships, including the Boston Red Sox
* (16:00) How advisors need to engage with marketing
* (18:57) How Lauren views artificial intelligence for driving growth
* (22:01) MassMutual’s unique “Awkward Silence” campaign
Mentions:
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
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jan 25, 2023
Making Direct Social Media Connections with Customers
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.
Tune in to learn:
* Perspectives on changing consumer behaviors (4:14)
* Doing more with less through social media (12:10)
* The importance of authenticity in social marketing (26:08)
* What metrics marketing leaders should be monitoring (29:19)
Mentions:
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
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jan 20, 2023
Leveraging Mission and Motivation for Business Growth
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.
Tune in to learn:
* When Sarah found her love for SMBs (4:40)
* About Sarah’s part in the BILL rebrand (16:01)
* How to build relationships with other executive leaders (21:49)
* What Sarah has to say to aspiring marketing leaders (29:21)
Mentions:
* The Smiling Frog
* Renè Lacerte, CEO of BILL
* Chief | LinkedIn
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jan 18, 2023
With Great Data Comes Great Responsibility at Teradata
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.
Tune in to learn:
* What sets Teradata apart from its competitors (03:55)
* Teradata’s commitment to diversity, equity, and inclusion (10:28)
* Teradata’s partnership with the New York Giants (28:05)
* The importance of authenticity and embracing one’s heritage (30:57)
Mentions:
* Steve McMillan, CEO, Teradata
* “The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends podcast; Episode 349)
* “Teradata Showcases New World of Cloud Analytics at AWS re:Invent 2022” (Teradata press release; November 28, 2022 via Business Wire)
* Jacqueline’s website
* “The Power of Unity With Jerri DeVard, Founder, Black Executive CMO Alliance” (Marketing Trends podcast; Episode 329)
* Melissa M. Proctor - Executive Vice President & Chief Marketing Officer, Atlanta Hawks
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jan 13, 2023
Mission Matters Most
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.
Tune in to learn:
* How Rachel approaches companies to build their brand (6:53)
* What lessons were learned while Rachel worked at Tesla in the company’s infancy (15:35)
* Why Rachel never had an ‘aha’ moment about sustainability (22:46)
* About advice for upcoming business leaders (33:45)
Mentions:
* Morgan Stanley, Alice Milligan Episode
* Molson Coors, Marcelo Pascoa Episode
* Cana Beverage Machine
* Dave Friedberg, Founder and CEO of Production Board
* The Climate Corporation
* Mark Washington, Founder and CEO of Supergut
* Supe…
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Jan 11, 2023
Finding Opportunity in Unpredictability with Meta
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.
Tune in to learn:
* Why Eric thinks marketing has never been more exciting (02:31)
* About Meta Prosper (13:11)
* Eric’s thoughts on marketing leadership and the employee experience (34:41)
* Why economic constraints can be a good opportunity for marketers (38:45)
Mentions:
* “'My People Are Dying in Silence—and I’m Here With a Megaphone'” (Adweek article by Eric Toda; February 11, 2021)
* Meta Prosper - Asian and Pacific Islander Community Hub
* Meta Elevate - Black and Latinx & Hispanic…
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Jan 6, 2023
Redefining Company Culture During Periods of Change
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.
Tune in to learn:
* Why being comfortable with being uncomfortable is part of being a marketer (5:35)
* How Alice prepared for the IHS Market and S&P Global merger (12:55)
* What S&P Global did to create a new culture with the merger (19:20)
* About the Seek and Prosper campaign (27:05)
Mentions:
* Sylvan Learning
* IHS Markit
* Douglas Peterson, President, CEO, S&P Global
* CERAWeek
* State of Marketing Report
* Shannon Duffy Episode
* Seek and Prosper Campaign
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The M…
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Jan 4, 2023
Generating ‘Top-of-Mind’ Brand Awareness with Groupon
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.
Tune in to learn:
* Melanie’s role in Groupon’s brand transition (3:33)
* The role of data in Groupon’s marketing (14:56)
* Melanie’s philosophy on balancing growth with velocity (21:34)
* The story behind Groupon’s big game campaign with Rob Gronkowski (31:00)
Mentions:
* Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop (Marketing Trends podcast; Episode 359)
* FCB Global
* “Party Like A Player” Sweepstakes
Marketing Trends…
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Dec 30, 2022
Mission’s End-of-Year Wrap-up: Key Business Insights for 2023
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.
Tune in to learn:
* Why your employees are your greatest customers (8:41)
* Why good business instincts can help overcome a lack of data (14:28)
* Why intuition matters, even in data-driven industries (20:53)
_Client ad read_
Mission.org is a media studio producing content for world-class clients. Learn more at *LINK*.
Mentions:
* David Ting, Zenni
* David Heinemeier Hansson, 37signals
* Stephanie Dobbs Brown, CMO, Intercontinental Exchange
* Lil’ Wayne
* Kevin Warren, UPS
* Eric Toda, Meta
_Client ad read_
Mission.org is a media studio producing content for world-class clients. Learn more at *LINK*.
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Dec 28, 2022
Building Inclusion into the Evolving Crossfit Brand
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.
Tune in to learn:
* About the foundation of Crossfit’s business model (4:24)
* How Crossfit created a local and personal level of marketing with their customer (18:35)
* What tools and tech that Keith is using to boost their brand (31:58)
* Why employee retention is vital for personal success at Crossfit (36:18)
Mentions:
* Keith Knapp on Solomon Hanes Podcast
* Don Faul, CEO of Crossfit
* Angela Duckworth’s Grit Scale
* Crossfit Games on CBS / ESPN
* Daniel Chaffey, Owner and Operator of Cr…
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Dec 23, 2022
The Value of Community-focused Branding at SNIPES
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.
Tune in to learn:
* What Jenna has learned from the acquisitions process (04:10)
* How SNIPES sets itself apart in the crowded streetwear category (10:08)
* Jenna’s unique perspective on “hype-selling” (16:59)
* Jenna’s thoughts on the impact of the Air Jordan brand (27:05)
Mentions:
* Sven Voth, CEO, SNIPES
* “Building a Brand That Reflects Company Culture” (Marketing Trends podcast; Episode 563)
This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global communi…
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Dec 16, 2022
Elevating Fast Food Brands
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.
Tune in to learn:
* How Del Taco has evolved since Tim returned (9:39)
* What Del Taco is using AI for (19:52)
* Why freshness is so vital to the brand (30:42)
* About sticker QR code for immediate customer feedback (36:56)
Mentions:
* Fresh Flex - New Del Taco store design
* “It’s official: Jack in the Box Inc. now owns Del Taco” Article by Lisa Jennings for Nation’s
* “Del Taco Introduces Mexican-Style Torta Sandwich Platform Supporting New Better Mex Brand Initiative” Article by Del Taco for Global Newswire
* “2 For $4.50 Beer Battered Fish Tacos And Epic Crispy Fish & Guac Burrito Made With Samuel Adams Boston Lager Now Available At Del Taco As Part…
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Dec 14, 2022
A Winning Gameplan for Sports Marketing Success
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.
Tune in to learn:
* What skills and attitudes aspiring marketers need for success (9:49)
* About building a larger community for the Atlanta Hawks (21:05)
* How the Hawks are honoring MLK’s legacy (29:47)
* Why personalizing the customer experience is vital (36:51)
Mentions:
* Steve Koonin, CEO of Atlanta Hawks
* “From Ball Girl to CMO” - Melissa Proctor’s book
* Deloitte’…
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Dec 9, 2022
Bringing Optimism Back to an Uncertain Job Market
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.
Tune in to learn:
* How Indeed has evolved since Jennifer joined the team (06:14)
* The relationship between marketing and performance marketing (11:40)
* How remote work has affected attitudes for job seekers (22:10)
* Indeed’s optimism regarding the job market (34:39)
Mentions:
* “Women to Watch: Jennifer Warren, Radioshack” (_Ad Age_ article by Natalie Zmuda; June 2, 2013)
* “Is your brand stuck on the performance plateau?” (_Marketing Week_ article by Tom Roach; November 7, 2022)
* “Where Are You on…
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Dec 7, 2022
Building a Brand That Reflects Company Culture
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.
Tune in to learn:
* About the power of “Yes, and…” (15:40)
* How to treat each customer like family (22:44)
* Why philanthropy is vital to success (32:03)
* About doubling down on the customer experience (45:19)
Mentions:
* Nordstrom
* Neiman Marcus Apparel
* Disney
* Oscar de la Renta Apparel
* Shark Tank Kendra Scott
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and a…
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Dec 2, 2022
Building Better Brands, Teams, and Experiences
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.
Tune in to learn:
* How Seth built his role at BlueLinx (16:45)
* What Seth brought to the ‘Whole New Blue” brand (21:13)
* About the future of the home buying market (28:53)
* Why employee experience is necessary for success (33:36)
Mentions:
* Ad Age, Meta’s The List
* Dwight Gibson, BlueLinx CEO
* Coca-Cola
* IHG
* Kevin Henry
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming event…
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Nov 30, 2022
Staying Relevant as a Leader
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.
Tune in to learn:
* Cultivating the ability to adapt (07:26)
* Marguerite’s thoughts on employee retention (12:45)
* Aon Holding’s efforts regarding diversity, inclusion, and mental health (15:11)
* How to stay relevant as a leader (21:00)
Mentions:
* Aon’s 2022 Executive Risk Survey
* Jack Welch
* Daniel Goleman
* Douglas Conant (Former CEO, Campbell’s Soup)
* G-20 Netherlands
* Kelp Blue
* Nancy McKinstry, CEO and Chair Executive Board at Wolters Kluwer
* _Tuesdays with Morrie__, book by Mitch Albom_
* Katharine Hepburn
This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior m…
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Nov 25, 2022
Mission Thanksgiving Roundtable: Is Black Friday Dead?
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.
Tune in to learn:
* Has in-store Black Friday shopping become a thing of the past? (03:55)
* Cybersecurity’s role in Black Friday and Cyber Monday (12:37)
* Is there consumer optimism in today’s uncertain market? (17:10)
* End capping its evolution into ad-buying (26:56)
* The Mission hosts share about their podcasts (38:47)
Mentions:
* “Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer…
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Nov 23, 2022
Building Exposure Through Partnerships With Stephanie Dobbs Brown
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.
Tune in to learn:
* About balancing brand and market (9:39)
* How to look for high-performance leaders (19:22)
* What to learn from failures and successes (29:39)
* How to climb the marketing ladder (39:04)
Mentions:
* ICE’s first commercial
* Andrea Brimmer MT Episode - https://bit.ly/3BW75ux
* Mclaren Race Team, Extreme E
* CNBC’s Mad Money
* ICE’s Partnership with Fashion House Balenciaga
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better c…
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Nov 18, 2022
Meet Rising Customer Expectations with Salesforce
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.
Tune in to learn:
* Shannon’s biggest takeaway from Salesforce’s State of Marketing Report (02:49)
* The importance of real-time customer engagement (9:18)
* About Shannon’s Forbes piece on changing customer attitudes (18:38)
* How Salesforce Genie is revolutionizing marketing (20:32)
Mentions:
* State of Marketing Report, 8th Edition - Salesforce
* Pepper Evans, SVP of Marketing, Optum
* “Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop” (Mar…
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Nov 16, 2022
Finding Moments of Chill with Molson-Coors with Marcelo Pascoa
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.
Tune in to learn:
* What Molson-Coors has to offer (2:07)
* How Marcelo saw different challenges while working around the globe (8:45)
* Dealing with cultural nuance in marketing (13:40)
* About Molson-Coors’ campaign with Tide (23:31)
* Responding to economic headwinds (35:30)
Mentions:
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
M…
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Nov 11, 2022
Doing More With Less Data With Melinda Han Williams, Chief Data Scientist at Dstillery
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.
Tune in to learn:
* About Melinda’s journey from a career in physics to data science (04:21)
* How data is losing availability (09:53)
* Ways to reach customers through Dstillery’s ID-free approach (14:24)
* What trends are emerging in AI marketing (26:30)
Mentions:
* (23:17) Mark Papermaster - https://www.linkedin.com/in/mark-papermaster-66914925/
* (27:42) Article in Forbes - https://www.forbes.com/sites/stephendiorio/2022/06/06/its-time-for-people-facing-ai/?sh=635c6eb922de
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter.…
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Nov 9, 2022
Leading With Influence Instead of Title With Linda Lee, CMO of Campbell’s Soup Company
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.
Tune in to learn:
* How to build trust with stakeholders (8:50)
* About the relationship between CMO and CFO (16:10)
* Why the consumer lens is vital for analyzing strategy (30:59)
* How to think on your feet with new marketing opportunities (34:24)
Mentions:
* 15:53 Jenn Kretchmar, Chief of Merchandising and Digital at Build-A-Bear
* 24:22 Sean McVay, Rams head coach: Chunky Soup Advocate
* 26:02 Save the Snow Day
* 35:06 Beeple, Mike Winkelmann NFT Designer
* 37:22 Climate Protesters Throw Soup On Van Gogh Painting
This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global commun…
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Nov 4, 2022
Bringing Digestive Health to the Masses with David Lester, Co-founder, OLIPOP
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.
Tune in to learn:
* The stages of OLIPOP’s growth (04:02)
* The science behind the gut microbiome (11:27)
* David’s thoughts on what makes a strong co-founder relationship (16:56)
* What David makes of the growing “functional soda” category (22:52)
Mentions:
* Ben Goodwin (Co-fo…
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Nov 2, 2022
Respecting the Consumer with Rohini Sen, Head of Global Solutions, Quantcast
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.
Tune in to learn:
* About Quantcast and Rohini’s role there (2:25)
* When Rohini’s interest in data and analytics began (7:44)
* An early win during Rohini’s first year Quantcast (12:55)
* Rohini’s thoughts on cookies and the future of personalization (20:27)
Mentions:
* “Rebranding a Century-old Business with Kevin Warren of UPS” (Business X Factors podcast; Episode 8)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, si…
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Oct 28, 2022
The Power of “Radical Brevity” With Chris West, CEO of Verbal Identity
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.
Tune in to learn:
* The importance of radical brevity (06:08)
* A good example of radical brevity (14:31)
* How businesses can prepare their employees for succinct writing (17:01)
* The importance of aligning your teams through your brand (25:37)
* Why should companies train their writers? (32:47)
Mentions:
* Strong Language The Fastest, Smartest, Cheapest Marketing Tool You're Not Using (Book by Chris West)
* Revolut
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you buil…
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Oct 26, 2022
The Automation Evangelist with Xuan Liao, CMO, Americas, Roboyo
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.”
Tune in to learn:
* Roboyo’s approach to “evangelizing automation” (02:20)
* The need for automation education (05:18)
* The distinction between RPA and Hyper Automation (07:18)
* The point at which a company engages with Roboyo (10:36)
* The Banking Industry being behind when it comes to automation (13:02)
* Xuan's marketing journey (15:42)
* Xuan's experience being raised in Colombia (18:02)
* What v…
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Oct 21, 2022
Braver Bank Marketing with Andrea Brimmer, Chief Marketing and PR Officer, Ally
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.
Tune in to learn:
* About the gamification strategies at Ally (3:37)
* The approach used to the rebrand at Ally (27:05)
* How marketing can be used to promote diversity (33:33)
Mentions:
* “The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends; Episode 349)
* Moguls in the Making: An Entrepreneurial Competition
* Thurgood Marshall College Fund
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Mar…
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Oct 19, 2022
Healthcare in the Digital Age with Andrew Greenwood, Chief Marketing & Communications Officer, ZS
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.
Tune in to learn:
* How ZS is helping healthcare companies take the lead in today’s digital world (8:35)
* Challenges of overseeing both marketing and communications (17:40)
* Data and metrics to prioritize (30:02)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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.
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Oct 14, 2022
Finding Balance in Marketing With Lauren Weinberg, Global Head of Marketing and Communications, Square
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.
Tune in to learn:
* Balancing opportunity with burnout prevention (5:05)
* How to evolve as a leader (11:30)
* Balancing function and emotion in campaigns (24:40)
Mentions:
* SoFi Stadium
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Oct 12, 2022
Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop
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.
Tune in to learn:
* The focus on digital transformation (2:46)
* Build-A-Bear’s bifurcated business model (11:16)
* Why to have an agnostic view regarding points of customer engagement (18:16)
* Insights into holiday marketing (37:28)
Mentions:
* Build-A-Bear After Dark
* Andrea Brimmer, Head of Marketing, Ally Financial
* Count your Candles, Pay your Age
* Build-A-Bear Entertainment
* Honey Girls (Build a Bear Entertainment Movie)
* Build-A-Bear Radio
* Mace Security International
* Lindsay Roy, SVP of Consumer Experience and CMO, Hallmark
* Lindsay’s Marketing Trends Episode
* Bui…
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Oct 7, 2022
Solving Real Problems for Real Users With Rebecca Johnston-Gilbert, Head of Marketing Ops, Postman
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.
Tune in to learn:
* Welcome to Marketing Trends (00:00)
* What Postman is and what Rebecca does there (02:00)
* Where the Marketing Spark started for Rebecca (03:30)
* Rebecca's approach to product growth at Postman (04:27)
* Did Rebecca study product growth models of other companies? (08:44)
* Marketing to developers (10:55)
* Strategies for users driving users (16:06)
* Lessons learned from working with 3 different Founder / developers (17:28)
* Thoughts on Rebecca's teaching experience (20:33)
* Rebecca’s strategies to avoid marketing burnout…
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Oct 5, 2022
Modernizing Healthcare Marketing with Andrew Chang, VP of Marketing, Summit Health & CityMD
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.
Tune in to learn:
* How Summit Health is revolutionizing healthcare marketing (9:10)
* Earning trust from stakeholders (20:00)
* How some marketing trends are impacting the healthcare industry (30:02)
Mentions:
* “What Can Brown Do For SMBs?” (Marketing Trends interview with Kevin Warren)
* “Supercharging customer service with AI” (Deloitte article by Andy Haas, Michelle McGuire Christian and Ravouth Keuky)
Marketing Trends is br…
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Sep 30, 2022
Staying ‘Curious’ With Milena Oliveira, SVP & CMO, Transportation & Electronics Business Group, 3M
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.
Tune in to learn:
* About 3M and Milena’s role there (2:20)
* About 3M’s emphasis on R&D and how that affects its marketing (7:25)
* About the global marketing strategy at 3M (19:38)
* What Milena is currently learning about marketing in her leadership role (30:07)
Mentions:
* “Season 7. Episode 8: Work Your Way: Milena Oliveira, SVP & CMO, Transportation and Electronics Business Group” (CMO Insights podcast, hosted by Jeff Pedowitz)
* Vayner3 (Web3 consultancy)
* Gary Vaynerchuk (Chairman of VaynerX and CEO of VaynerMedia)
Marketing Trends…
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Sep 28, 2022
The NFT Frontier With Tyrone Miller, Former Head of Media, Sfermion
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.
Tune in to learn:
* Welcome to Marketing Trends (00:00)
* About Sfermion and Tyron's role (02:21)
* Tyrone's perspective on how tech has evolved (05:48)
* What Tyrone thinks marketing leaders should know about NFTs (10:49)
* Lessons Tyrone learned working for game companies (14:07)
* What is Tyrone’s approach to storytelling in the NFT investment world? (18:50)
* In what companies does Sfermion invest? (21:53)
* Tyrone’s thoughts on big brands entering the NFT space (25:01)
* How can marketers make a human connection in an increasin…
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Sep 23, 2022
Let’s Talk About CMO Burnout With Kelly Hopping, Chief Marketing Officer, HYCU
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.
Tune in to learn:
* About Kelly’s marketing journey (4:00)
* About CMO burnout and Kelly’s thoughts on the benefits of taking a sabbatical (26:30)
* About Kelly’s time at Harvard (42:25)
Mentions:
* “Competition, Cooperation, and Creative Contention with CTO of AMD, Mark Papermaster” (Business X Factors podcast episode)
* Dr. Lisa Su (Chair and CEO, AMD)
* Carla Piñeyro Sublett (Former CMO, Rackspace)
* “#224 Managing Burnout: An Open Discussion on Balancing Your Career and Mental Health” (DemandGen Radio podcast episode)
* "Legally…
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Sep 21, 2022
Choosing a Brand to Champion With Alice Milligan, Chief Marketing Officer, Morgan Stanley
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.
Tune in to learn:
* What drew Alice to work at Morgan Stanley (3:20)
* Alice’s philosophy on choosing where to work (16:10)
* How Alice thinks the marketing landscape has shifted over the years (19:20)
* About a critical moment in Alice’s career (30:20)
Mentions:
* E*TRADE (financial services company acquired by Morgan Stanley)
* “Marissa Mayer: Stories from Silicon Valley, Stanford, Google, Yahoo, and Lumi Labs” (The Mission Daily podcast episode)
* “The Unifying ‘Power of Sports’ With Emek…
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Sep 16, 2022
Know the Culture, Grow the Brand With Suresh Raj, Global Chief Growth Officer at Virtue Worldwide
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.
Tune in to learn:
* About Suresh’s experience in the music industry (2:10)
* About Virtue Worldwide and what Suresh’s role is there (11:50)
* Suresh’s approach to storytelling (21:55)
* Suresh’s thoughts about the importance of diversity (38:45)
Mentions:
* “The ‘Death’ of the CMO? With Michael Diamond, Academic Director, NYU School of Professional Studies” (Marketing Trends podcast episode)
* “Three ideas. Three contradictions. Or not.” (TED Talk by Hannah Gadsby)
* Defy Logic (platform by Logitech)
Marketing Trends is brought to you by Salesforce Marketing Clo…
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Sep 14, 2022
Music, Marketing, and a Bit of Sales ‘Magic' With David Stewart, EVP and CMO, Sweetwater
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.
Tune in to learn:
* How David’s love of music led him to Sweetwater (2:30)
* About Sweetwater and how it started (11:45)
* About David’s evolution into a marketing leader (23:40)
Mentions:
* “Boston” (Album by Boston)
* “Growing Better, Not Bigger with Steve Robinson, Former Executive Vice President and Chief Marketing Officer of Chick-fil-A, Inc.” (Marketing Trends podcast episode)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get id…
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Sep 9, 2022
The ‘Death’ of the CMO? With Michael Diamond, Academic Director, NYU School of Professional Studies
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.
Tune in to learn:
* Michael’s take on the current state of PR and marketing (2:45)
* About ways that CMOs can source innovation (10:30)
* If the CMO position is becoming obsolete (24:50)
* About Michael’s marketing journey and his love of language (37:15)
Mentions:
* Keith Weed, Former CMO, Unilever
* Jawad Bisbis, Global VP Marketing & Partnerships, Ball Corporation
* Mohanbir Sawhney, Associate Dean, Digital Innovation, Northwestern University
* Todd Kaplan, Chief Marketing Officer, Pepsi
* “Grow: How Ideals Power Growth and Profit at the World's Greatest Companies” by Jim Stengle
* “Ogilvy on Advertising” by David Ogilvy
* “…
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Sep 7, 2022
The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN
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.
Tune in to learn:
* About Emeka’s background and marketing journey (5:00)
* About the evolution of the sports consumer (10:45)
* About the diverse culture at ESPN (25:00)
* Emeka’s take on how to grow at a company (41:30) company (51:49)
Mentions:
* “The Last Dance” (documentary series)
* “Black Panther: The Album” (album by Kendrick Lamar)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer…
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Sep 2, 2022
‘Always Soar, Don’t Settle’ With Brooke Mlsna, Vice President of Marketing, Fastenal Company
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.
Tune in to learn:
* About Fastenal Company (3:15)
* About Brooke’s 14-year journey at Fastenal (8:50)
* Brooke’s secret to maintaining her role as VP of Marketing (17:30)
* About a crucial moment in Brooke’s marketing career (38:50)
Mentions:
* Eric Tosi, Chief Marketing Officer at Foley Entertainment Group/Vegas Golden Knights
* “LinkedIn Launching Free Tool For B2B Professionals” (Search Engine Journal article by Matt G. Southern)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relati…
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Aug 31, 2022
Finding ‘Purpose’ in Marketing With Jawad Bisbis, Global VP of Marketing at Ball Corporation
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.
Tune in to learn:
* How Jawad sees the role of the marketer (9:30)
* How to build good marketing team culture (23:00)
* Personalizing the product and connecting customers to the brand (30:00)
* Jawad’s advice for marketers (52:10)
Mentions:
* “Party Like Jason Momoa With the Ball Aluminum Cup™!”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Aug 26, 2022
Traveling to New Business Territories With George Hammer, Global Head of Marketing of Tripadvisor
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.
Tune in to learn:
* How George’s entrepreneurial roots shaped his career choices (10:30)
* Lessons George learned from working at previous companies (13:15)
* What combinations of skills are needed by today’s marketers? (21:30)
* George’s leadership style and the importance of team diversity (28:07)
Mentions:
* Brooke Mlsna, Vice President of Marketing at Fastenal Company
* Deloitte Insights ”2022 Global Marketing Trends” report and the article “Authentically inclusive marketing”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Mom…
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Aug 24, 2022
Pointers From a Product Marketer With Lubor Ptacek, Vice President of Product Marketing, Motive
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.
Tune in to learn:
* About Motive and Lubor’s role at the company (4:10)
* About Motive’s major rebrand (7:15)
* What marketing trends Lubor is following (28:45)
* What metrics Motive takes into account (40:00)
Mentions:
* “Subscription Fatigue and the Need for Meta-Subscriptions” (Lubor on Tech blog post by Lubor Ptacek)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build be…
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Aug 19, 2022
Making the "People Connection" With Mariana Prado Cogan, CMO, People.ai
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.
Tune in to learn:
* About Mariana’s unique upbringing in Mexico City (7:32)
* The biggest challenge of being a CMO (21:20)
* About the importance of inclusivity and what Mariana calls _“sponsorship”_ (26:55)
* Why some companies struggle to integrate new technologies (34:02)
Mentions:
* “Becoming A Quota-Carrying Leader May Extend Your Tenure As CMO” (Forbes article by Mariana Prado Cogan)
* Teresa Barreira, CMO, Publicis Sapient
* “How to (Re)Brand: Pivoting from Prod…
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Aug 17, 2022
The Value of Values With Paul Stoddart, CMO of Customer Success and Growth, Salesforce
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.
Tune in to learn:
* About Paul’s first six months at Salesforce (5:35)
* About the culture of _“ohana”_ at Salesforce (8:50)
* Salesforce’s approach to messaging (25:20)
* Paul’s perspective on Web3 (32:50)
Mentions:
* “Paul Stoddart, CMO of Epicor, Emphasizes Developing Meaningful Relationships with Peers and Consumers alike as the Key to Maximizing Effectiveness in Marketing”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest…
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Aug 12, 2022
Starting Small and Thinking Big With Susan Vitale, Chief Marketing Officer, iCIMS
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.
Tune in to learn:
* About Susan’s journey from marketing coordinator to CMO at iCIMS (5:00)
* About what it’s like to have a global marketing directive at iCIMS (18:30)
* About the importance of experimentation in marketing (23:10)
Mentions:
* “Freakonomics” by Steven D. Levitt and Stephen J. Dubner
* “Women's History Month | An Interview with iCIMS CMO, Susan Vitale”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get id…
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Aug 10, 2022
Smart TV and Smarter TV Marketing With Jordan Rost, Head of Ad Marketing, Roku, Inc.
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.
Tune in to learn:
* Jordan’s thoughts on the modern day marketing leader (06:10)
* How TV marketing has adapted to the streaming world (10:40)
* Jordan’s take on the state of marketing and advertising (25:20)
* What is the future of TV (41:45)
Mentions:
* “WPP partners with Epic Games to boost metaverse offering” (Marketing Dive article, 05/05/22)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build bette…
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Aug 5, 2022
Be a Driver of Change With Siddharth Taparia, Global Chief Marketing Officer, JLL
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.
Tune in to learn:
* How did Siddharth cultivate a culture of collaboration with his team? (10:40)
* How Siddharth builds trust with the other executives (18:40)
* Siddharth’s thoughts on the resurgence of office and retail (30:40)
Mentions:
* “CMOs ‘sanguine’ in face of inflation, global turmoil as budgets recover”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the la…
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Aug 3, 2022
Making Digital Memories With Lachlan Davidson, Head of Digital and Marketing, Memories Group Limited
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.
Tune in to learn:
* Memories Group Limited’s services (4:20)
* Creating and growing a new marketing category (21:50)
* The technology that exists that will enhance how Memories Group serves customers (36:20)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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/Market…
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Jul 29, 2022
The Modern Age of Sports Marketing With Eric Tosi, Chief Marketing Officer, Foley Entertainment Group/Vegas Golden Knights
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.
Tune in to learn:
* How Eric entered the sports marketing field (6:00)
* How to raise brand awareness in a city full of brands (17:50)
* The future of sports marketing (32:50)
* About Foley Entertainment Group’s offerings (48:00)
Mentions:
* Henderson Silver Knights
* Vegas Knight Hawks
* City National Arena
* Lifeguard Arena
* Dollar Loan Center
* Black Walnut Inn & Vineyard
* Hotel Les Mars
* Hotel Californian
* Whitefish Mountain Resort
* Rock Creek Cattle Company
* “Campaign Trail…
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Jul 27, 2022
Creating Customers for Life With Narine Galstian, CMO, SADA
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.
Tune in to learn:
* About SADA and about Narine’s role as CMO there (03:30)
* About SADA’s _“customers-for-life”_ philosophy (17:40)
* What inspires Narine’s leadership style (32:30)
* How Narine’s immigrant experience has shaped her team-building work at SADA (38:30)
Mentions:
* “Diversity In The Channel: No Longer Just A Compliance Play” (CRN article)
* “3 Ways To Understand Growth Marketing” (Forbes article)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help…
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Jul 22, 2022
Events Will Never Be the Same With Brianna Haag, Director of Demand Generation, Hopin
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.
Tune in to learn:
* Why it is an exciting time for the events industry (4:20)
* About Hopin’s platform and Brianna’s role at the company (12:25)
* About the challenges of hybrid events (14:48)
* Where there is room for growth in the events industry (21:05)
Mentions:
* “Remote interpreting can take hybrid events to global heights”
* “Peloton races to revitalize brand with help from star instructors”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relatio…
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Jul 20, 2022
Cold, Hard Business Logic With Avi Kulkarni, Senior Vice President of Health Sciences, Cognizant
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.
Tune in to learn:
* What makes Cognizant such a healthcare innovator (11:30)
* The role marketing plays in healthcare advancement and expansion (13:25)
* The challenge of risk tolerance (23:10)
* What healthcare will look like in five years (39:33)
Mentions:
* “Why Tech Marketing Leaders Are Racing To Sponsor Formula 1”
* “Preventive Healthcare Compliance Monitoring Is A Risk Change Agent”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build b…
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Jul 15, 2022
Building a ‘Team Culture’ With Jeff Winter, CMO, Duck Creek Technologies
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.
Tune in to learn:
* How Jeff built a _“team culture”_ at Duck Creek (8:00)
* Jeff's approach to aligning marketing with sales (26:41)
* Why Jeff is not a fan of spreadsheets (22:25)
* About Jeff’s experience as a professional basketball player in Israel (25:30)
Mentions:
* Salesforce
* “MarTech Interview With Jeff Winter, CMO at Duck Creek Technologies”
* “Insurance Technology: Aon and Paypal, Applied Systems, and iink Address Digital Payments”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up forThe Marketing Moments newsletter. You'll get idea…
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Jul 13, 2022
Marketing Without Boundaries With Saar Shwartz, Chief Marketing Officer, BMC Software
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.
Tune in to learn:
* The importance of curiosity in marketing (13:40)
* Why does Saar prioritize “impact” over “authority?” (18:20)
* The future of marketing and humanizing the BMC brand (43:50)
* Saar’s advice for startup founders (50:20)
Mentions:
* “May was the worst month for startup layoffs since the start of the pandemic” (Quartz article, written by Nicolás Rivero)
* “What Hugging Face and Microsoft’s collaboration means for applied AI” (The Next Web article, written by Ben Dickson)
* "The Social Dil…
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Jul 8, 2022
Reputation, Relationship, and Revenue With Teresa Barreira, CMO, Publicis Sapient
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.
Tune in to learn:
* Teresa’s transition to being a marketing leader at IBM (6:30)
* How culture fuels innovation (12:40)
* Why Teresa thinks now is the best time to be in marketing (34:30)
Mentions:
* Teresa Barreira’s Website
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jul 6, 2022
The Democratization of Commercial Real Estate With Dustin Cohn, Chief Marketing Officer of Cadre
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.
Tune in to learn:
* What is it like to join a blossoming company after being part of a larger one? (12:25)
* The importance of earning early wins while building a foundation (15:00)
* About the _“democratization of commercial real estate” _(19:00)
* How to raise awareness and build brands (27:30)
Mentions:
* "The Art of Possibility"
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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 co…
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Jul 1, 2022
The Video Revolution With Jennifer Griffin Smith, CMO, Brightcove
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!
Tune in to learn:
* The importance of storytelling in marketing (4:40)
* How to start thinking and acting like a media company (6:15)
* What mistakes are companies making regarding video? (13:50)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jun 29, 2022
The Power of Unity With Jerri DeVard, Founder, Black Executive CMO Alliance
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.
Tune in to learn:
* Background on BECA (3:00)
* Jerri explains the _“BECA Playbook”_ (11:50)
* BECA’s emphasis on excellence (25:30)
* The importance of authentic representation in marketing (27:40)
Mentions:
* “Rebranding a Century-old Business with Kevin Warren of UPS” (“Business X factors” podcast)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest i…
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Jun 24, 2022
Keep It Simple With Jason Rose, CMO, Pure Storage
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.
Tune in to learn:
* How Jason’s product marketing experience helps him in his current role (9:30)
* About the importance of simplification (18:55)
* About improving customer experience (29:30)
* What role AI is playing in marketing right now (39:55)
Mentions:
* “$800 Billion in Incremental Revenue Is Possible With AI-Driven Personalization”
* “Email Is Still King (and 4 Other Big Insights Into Effective Tech Marketing)”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights,…
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Jun 22, 2022
Innovation Defeats Saturation With Navdeep Saini, Co-Founder and CEO of DistroScale, Inc.
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.
Tune in to learn:
* When did Navdeep’s entrepreneurial aspirations begin? (3:30)
* DistroScale’s services and Navdeep’s role as Co-Founder and CEO (7:07)
* Ad-supported streaming and its future (12:00)
* The Netflix dip and its impact on streaming services (24:47)
Mentions:
* “Navdeep Saini. DistroTV.” (“Up Next with Gabriella Mirabelli” podcast)
* “The Netflix Bubble Is Finally Bursting” (“The Atlantic” article)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas…
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Jun 17, 2022
Making the Human Connection With Grant Johnson, Chief Marketing Officer at Emburse
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.”_
Tune in to learn:
* How much should you rely on metrics? (6:50)
* Grant’s journey into marketing (11:15)
* Grant’s advice on how to scale (20:50)
Mentions:
* “The Five C’s of Marketing with Emburse’s Grant Johnson”: on the Marketing Today podcast.
* Grant’s Company Bio on the Emburse Leadership Page
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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/Marketing…
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Jun 15, 2022
Pothole Observation With Daniel Barber, CEO & Co-Founder of DataGrail
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.
Tune in to learn:
* What marketing trends to watch (2:00)
* The power in making small changes over time (17:30)
* How many businesses are enacting worldwide privacy standards (22:15)
Mentions:
* “The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jun 10, 2022
The Marketing Evolution During the Tech Revolution With Arun Cavale, Chief Marketing Officer, IBM Consulting, Asia Pacific
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.
Tune in to learn:
* Trends and tech to bet on for the future (7:50)
* How marketing has evolved toward ABM (12:50)
* How to balance velocity with value (16:15)
* Common marketing mistakes (20:30)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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
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Jun 8, 2022
Simplicity, Authenticity, and Growth With Roy Ritthaler, Chief Product and Marketing Officer, Flexera
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!
Tune in to learn:
* What’s the goal of a CMO in their first 90 days? (6:45)
* The importance of a getting back to the basics (16:50)
* The agile approach to marketing (35:30)
* Flexera’s culture of “candor” (46:50)
Mention:
* “Following the Money With Jim Ryan, President and CEO of Flexera”
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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:/…
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Jun 3, 2022
The Science and Art of Marketing With Monica Ho, Chief Marketing Officer at SOCi
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.
Tune in to learn:
* How did Monica get interested in marketing? (12:00)
* What does SOCI do? (14:00)
* What trends in social media does Monica find most compelling? (29:56)
* What does Monica look for when she hires? (36:25)
Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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 ht…
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Jun 1, 2022
Sharpen Your Content Strategy With Eric Williamson, Chief Marketing Officer of CallMiner
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.
Tune in to learn:
* How does Eric think marketing and sales can be better aligned? (20:00)
* What MarTech platforms does CallMiner lean on? (25:00)
* What kind of experimentation and testing is working? (32:00)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for 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 h…
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May 27, 2022
The Marketing Playbook for the ‘New Economy’ with Goodway Group’s Michael Hayes
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.
Tune in to learn:
* What is the “New Economy,” and what disruptions have led to its emergence? (3:30)
* What marketers need to consider in writing the marketing playbook of the future, including how metric measurement is changing (18:50)
* Why a key challenge facing companies today is brand building (24:30)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer…
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May 25, 2022
Gaining Insights Ethically With Kumar Doshi, the SVP of Marketing at Cint
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.
Tune in to learn:
* Why keeping an open mind is vital during mergers and acquisitions (10:52)
* What does an ethical approach to gathering data look like? (13:15)
* What are the new consumer trends to be on the lookout for? (18:00)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to u…
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May 20, 2022
Everything Your Brand Needs To Know About Augmented Reality With Zappar’s CEO, Caspar Thykier
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.
Tune in to learn:
* The different use cases for augmented reality (18:00)
* What are the limitations of AR and what questions should brands ask before implementing the technology? (25:30)
* Metrics that matter: How to measure the success of your AR campaign (27:00)
* AR vs VR, including an early look at the ZapBox (29:00)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to…
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May 18, 2022
Using Events To Build Ongoing Community With Endless Events’ Founder and Chief Event Einstein, Will Curran
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.
Tune in to learn:
* This most important tip for creating good hybrid events (12:00)
* How to measure the success of events (16:30)
* Getting to the heart of event retention and making your events must-attend experiences (18:30)
* How will virtual reality, meta, AR/VR play a role in the event world? (29:30)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketin…
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May 13, 2022
Reimagining the Customer Journey With AcuityAds Chief Strategy Officer, Seraj Bharwani
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.
Tune in to learn:
* What is the first question you should ask of the brands you work with? (16:00)
* The parts of the customer journey that are the most fragmented are the ones you need to work on to learn more about them (18:30)
* The metrics that are most vital when tracking customer journeys (20:40)
* The first question you need to ask yourself before pursuing a presence on emerging channels/technology like the metaverse, NFTS, or Web3 (25:20)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll g…
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May 11, 2022
Data and Technology, Content, and Context Must Be in Union Together With Valerie Bischak, Head of Growth at Amobee
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!
Tune in to learn:
* How cutting the cord has added complexity for advertisers (4:00)
* The marriage of content, context, and data (10:00)
* How to develop a healthy relationship with failure (13:15)
* 23:30: What is the future of work and what does flexibility actually mean? (23:30)
* What is the way to be data-first today and how does that lead to better customer experiences? (27:30)
_Marketing…
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May 6, 2022
Cultivating Curiosity and Delivering Predictability With HG Insights VP of Marketing Ed Locher
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.
Tune in to learn:
* Forecasting future events and the tech that can help you do it (9:11)
* Stop putting all your eggs in the MQL basket (12:00)
* What does the future of business intelligence look like? (15:00)
* Doing the dance between art and science (20:00)
* How to leverage personalization and create a bridge to individuals (34:14)
_Marketing Trends is brought to you by Sal…
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May 4, 2022
From Practitioner to Leader: A VP of Marketing’s Advice for New Leaders With Andrea Zoellner
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.
Tune in to learn:
* Looking past vanity metrics to identify the metrics that really matter (5:50)
* Going from marketing practitioner to marketing leader (14:55)
* How to cultivate the right culture as a marketing leader (19:28)
* What it takes to balance speed with growth (22:10)
* Identifying the right values in high-performance teams (33:22)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming ev…
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Apr 29, 2022
Gathering Customer Feedback that Actually Matters with Janelle Estes of UserTesting
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.
Tune in to learn:
* What metrics really matter when analyzing customer satisfaction? (6:10)
* Why what the customer care about matters more than price. (16:00)
* How to think about phrasing when you are gathering feedback. (17:15)
* Thinking about the sensitivities around tracking data. (20:00)
* Building a bridge between sales and marketing. (29:00)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to hel…
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Apr 27, 2022
Keep Your Talent, Educate Your Leaders, and Satisfy Customers with Rebecca Stone, CMO, Cisco Meraki
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.
Tune in to learn:
* How to engage with B2B buyers (4:30)
* What is the most valuable metric in this era? (6:40)
* Why it falls to marketing departments to be the true voice of the customer (15:00)
* How to educate leadership on what actually matters about finding the right audience (23:00)
_Marketing Trends is brought to you by Salesforce Marketing Cloud.…
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Apr 22, 2022
Help Your Clients Get the Future They Want with Francois-Xavier Reodo, CMO, Capgemini Invent, North America
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.
Tune in to learn:
* What was FX’s journey like to his current role at Capgemini Invent? (6:00)
* Where does FX’s willingness to take risks come from? (9:00)
* How does FX create a good culture? (14:00)
* How is FX’s team working to meet rising customer expectations? (20:20)
* Where does the focus on having good ethics at Capgemini come from? (26:15)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to…
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Apr 20, 2022
How Elemental TV is Pioneering the Next Generation of CTV Ad Innovation with Omer Latif, CEO at ElementalTV
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.
Tune in to learn:
* What Key Skills Do Marketers Need? (5:26)
* How to Develop Talent (8:00)
* The Creation of Elemental TV (11:00)
* Advertising on Streaming TV (21:20)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access t…
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Apr 15, 2022
Paranoia is a Gift: Staying Vigilant in a Crowded Market with Madison Logic CEO Tom O’Regan
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.
Tune in to learn:
* How Tim Responds to the Lightning Round (00:00)
* How the pandemic changed (and didn’t change) marketing trends (08:32)
* How Madison Logic keeps a laser-focused strategy (21:27)
* How micro-dosing failure can be a great habit (23:19)
* Why you should embrace growing pains (25:59)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get idea…
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Apr 13, 2022
How to (Re)Brand: Pivoting from Product to Consumer with CMO Ana Villegas
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.
Tune in to learn:
* How Ana responds to the Lighting Round (00:00)
* Why you should believe you’re already an expert (22:19)
* How to pivot when faced with the unexpected (25:41)
* What a rebrand looks like for an established company (29:41)
* Why shifting to a consumer-based perspective is best (36:55)
_Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll ge…
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Apr 8, 2022
How Future Cities Are Being Created with Don McGuire, CMO, Qualcomm
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.
Tune in to learn:
* How Qualcomm is Meeting Customer Demand (00:00)
* The Ways 5G is changing the world (11:23)
* What Smart Cities Will Look Like (19:34)
* Marketing in the Metaverse (43:30)
_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 th…
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Apr 6, 2022
How a Former Ogilvy Exec is Helping Build A $500 Million Brand Around Cauliflower Pizza Crust with Stuart Smith, CMO at Caulipower
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.
Tune in to learn:
* How Caulipower is Meeting the Rising Demands of Customer Experience (01:26)
* Where Stuart Worked Before Caulipower (8:54)
* How Their Team Stays Connected in this Virtual World (14:57)
* Stuart’s Take on Current Events (24:23)
_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 relatio…
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Apr 1, 2022
How Red Bull and GoPro Became Legendary Brands with Paul Crandell Board of Directors, KindHumans
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.
Tune in to learn:
* About Paul’s First Jobs (00:00)
* How Red Bull Thinks About Campaigns (07:39)
* His Transition to GoPro (12:43)
* How Much Work Went into Redbull (18:26)
* Paul’s Favorite Fail Story (23:39)
_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_
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Mar 30, 2022
How to Play the Business to Business ABM Game and Win with David Malmborg VP, Nivati
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.
Tune in to learn:
* How David Responds to the Lightning Round (00:00)
* Nivati’s HUGE Pivot Because of the Pand…
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Mar 25, 2022
Growing Better, Not Bigger with Steve Robinson, Former Executive Vice President and Chief Marketing Officer of Chick-fil-A, Inc.
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.
Tune in to learn:
* How the culture of Chick-fil-A was a “paradigm buster” (6:14)
* How a ‘brand experience over profit’ mindset is a game-changer (12:45)
* Why Chick-fil-A employees aren’t going anywhere (15:00)
* Why simplicity is key (18:50)
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.
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Mar 23, 2022
How the Collaboration Between Developers and Non Developers Can Change Everything for Businesses with Grant Duncan of Voximplant
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.
Tune in to learn:
* How IVR can help with growing and scaling (8:45)
* What the next iteration of low-code tech can mean for you (11:00)
* How to stand out in a tech-saturated world (15:00) t
* How to link goals between marketing and sales (20:00)
* Why international marking is not as impossible as it sounds (27:00)
_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, invite…
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Mar 18, 2022
How Lemlist Grew to $10 Million in ARR Without a Dime of Funding with Vuk Vukosavljevic, Head of Growth, Lemlist
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.
Tune in to learn:
* The Growth Circle of Love (00:00)
* When and How Vuk Joined Lemlist (5:24)
* How They Structure Their Teams (10:44)
* Ways Their Marketing Has Changed (20:16)
* Vuk’s Opinion on Current Events (24:03)
Mentions:
* Lemlist https://www.lemlist.com/
* $0 to $10,000,000 in ARR…
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Mar 16, 2022
The Business of Perception: Bridging the Client-Customer Gap with The UPS Store’s Michelle Van Slyke
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.
Tune in to learn:
* How a managerial perspective can help with marketing problems (14:00)
* Why data can help with shifting perspective (17:00)
* Reinvigorating a national brand (19:00)
* Why to expect pushback when bringing in new ideas (20:00)
* The value of transferring skill sets (22:00)
* How sometimes a broken place is the best starting point (24:00)
* What it looks like to create a national marketing plan (25:00)
* How to listen to the best advice (30:00)
* Why it’s crucial to own your mistakes (35:00)
* What Blue Horizons…
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Mar 11, 2022
Making Deep Connections Through Design with Nick De La Mare, Managing Director and Lead, Fjord
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.
Tune in to learn:
* What Nick is Learning About Now (08:15)
* How to Tell the Story of Purpose (13:27)
* How DEI informs Design (15:27)
* Ways to Work Together in Your Organization (19:51)
* Nick’s Take on Current Events (30:21)
Mentions:
* https://www.fjordnet.com/
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 mo…
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Mar 9, 2022
Getting Data to Build the Perfect Customer Experience with Edward Fenton, VP Enterprise Platforms, Ecolab
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!
Tune in to learn:
* How They Were Able to Shift to an Online Only Company (00:00)
* About Eolab (06:00)
* Edward’s Journey into His Current Role (19:25)
* How they get customers to adopt their products. _(23:58)_
Mentions:
* Ecolab
Marketing Trends is brought to you by Salesforce Marketi…
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Mar 4, 2022
Legendary Team Building Techniques with Steve Bushong, CEO of Bushong Media
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.
Tune in to learn:
* Where Steven Started His Career (00:00)
* His Transition to Disney (5:29)
* Steven’s Message to Marketing Leaders (10:31)
* Steven’s Ideal Customer (17:17)
* How to Improve Marketing Internally (23:32)
* His Thoughts on the Metaverse (26:45)
* Salesforce Lighting Round (34:47)
_Client ad read_
Mission.org is a media studio producing content for world-class clients. Learn more at mi…
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Mar 2, 2022
Managing Explosive Growth by keeping it real with Garrett Mehrguth and Drew Choco
“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 im…
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Feb 25, 2022
Keeping Humanity at the Center of Marketing with Ceros’ CMO Jamie Gier
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…
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Feb 23, 2022
Modernizing the Corporate Real Estate Market with Collier’s CMO Chrissy Nolen
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…
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Feb 18, 2022
Protecting & Promoting One of the Premiere Colleges in the US with UT Austin CMO, Emily Reagan
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 a…
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Feb 16, 2022
A World Optimized by “Wants” Not “Likes” with Nathan Phillips, Co-founder and Director of Concept Design at Technology, Humans and Taste
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 Phillip…
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Feb 11, 2022
A Clever Intuitive Algorithm for over 350 Million Entertainment-Seekers with Caroline Blavet, VP of Global Client Strategy, Dailymotion.
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 exactl…
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Feb 9, 2022
Bridging the Gap Between Data and Action in Marketing with VMware CMO, Carol Carpenter
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 comm…
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Feb 7, 2022
How the Product Labels of the Future Will Change Everything with Francisco Melo of Avery Dennison Smartrac
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 iden…
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Feb 2, 2022
Why You’re Not Changing the World with Kim Caldbeck, CMO, Coursera
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…
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Jan 28, 2022
A Driving Force Behind Digital Marketing Transformation at OneWheel Jack Mudd, Chief Evangelist, OneWheel
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 i…
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Jan 26, 2022
How Panasonic Became a Marketing Powerhouse with Brian Rowley, Vice President Marketing, Panasonic
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…
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Jan 21, 2022
How to Stand Out in a Global Market with Steve Mosinski, Global Head of Marketing, Fox Rent a Car
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 throug…
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Jan 19, 2022
How Insurance Can Elevate Your Business with Tim Metzner, Co-founder, Coterie Insurance
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 muc…
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Jan 14, 2022
Jumping on Opportunities Through Rapid Expansion with Christine de Wendel, Co-Founder and CEO US Sunday
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 someth…
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Jan 12, 2022
Legacy Brand Evolution for a New Generation with Mayur Gupta, Chief Marketing and Strategy Officer, Gannett
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?…
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Jan 7, 2022
Designing the Best Employee Experience with Amy Frampton, Head of Marketing, BambooHR
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 go…
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Jan 5, 2022
The Challenges of the Modern CMO Addressed with Ingrid Burton, CMO Quantcast
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…
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Dec 31, 2021
Marketing Tips, Tricks, and Tactics with Amanda Malko, CMO at G2
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…
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Dec 29, 2021
Business to Government and Democratization of Space with Jason Held, CEO of Saber Astronautics
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…
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Dec 24, 2021
Listening and Adapting in a More Personalized Market with JC Lapierre, U.S. Chief Strategy and Communications Officer at PwC
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.…
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Dec 22, 2021
Storytelling: The Underutilized Marketing Tool with Rashad Drakeford, Head of Content Marketing, Robinhood
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 th…
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Dec 17, 2021
Focusing on the Bedrock of Brand Promise with Lindsey Roy, CMO and SVP, Hallmark
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 w…
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Dec 15, 2021
Customer-Focused Growth Led by Damien Wilson, the CEO of Røde Microphones
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 transformati…
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Dec 10, 2021
The Marketing Behind Cloud Banking Solutions with Jonathan Rowe, CMO nCino
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.…
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Dec 8, 2021
What Makes a Marketing Leader with Adri Nowell, VP of Marketing, Rev
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 a…
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Dec 3, 2021
What’s New in Out-of-Home Marketing with Norm Chait, Director, OOH Product/Sales, Quotient Technology
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…
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Dec 1, 2021
Unpacking Evolving Marketing Channels Landscape with Nico Dato, EVP Marketing, Podium
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…
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Nov 26, 2021
Marketing Team Metamorphosis through Company Growth with Amy Cook, CMO of Simplus
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 s…
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Nov 24, 2021
The Future of Marketing is Here with Jeremy Epstein, CMO, Gtmhub
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…
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Nov 19, 2021
Natural Curiosity Leads to Comprehensive Marketing with Jeffrey Nicholson, CEO, and Co-founder, Tracer
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 go…
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Nov 17, 2021
Maximizing Email Engagement with Cynthia Price, VP of Marketing, Litmus
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 ev…
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Nov 12, 2021
Developing a Culture of Excellence with Michele Don Durbin, Senior Vice President of Marketing at Evernote
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 ge…
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Nov 10, 2021
Smart and Scalable Affiliate Marketing with Kevin Osborne, SVP of Client Strategy at Acceleration Partners
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 channe…
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Nov 5, 2021
Bringing Big Beauty Savvy to Her Own Brand with Courtney Baber, Co-founder of The Route Beauty
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…
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Nov 3, 2021
Radical Design with the New Design Buyer featuring Detria Williamson, CMO of IDEO
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…
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Oct 29, 2021
Bypassing Developers and Creating No-Code Marketing Tools with Saksham Sharda, Creative Director, and CIO at Outgrow
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 t…
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Oct 27, 2021
Finding Alignment Between Vision, Perception and Business Needs Using Data with Kevin Tate, CMO of Clearbit
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 sa…
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Oct 22, 2021
Bulbul Hooda, Head of Brand and CMO, Vella Bioscience Brings Beauty Experience to a New Category
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 sh…
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Oct 20, 2021
Why Direct Mail is Coming Back with Dave Fink, CEO and Founder, Postie
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 measu…
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Oct 15, 2021
Art as An Asset Class with Masterworks’ Executive, Michael Wenner
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…
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Oct 13, 2021
New Products Demand Innovation from Leaders like Amy Welsh, VP of Marketing at Agile Therapeutics
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 t…
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Oct 8, 2021
A Look Inside the Salesforce State of Marketing Report with Salesforce’s VP of Product Marketing, Bobby Jania
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 whe…
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Oct 6, 2021
The Democratizing of Art and The Importance of Building Brand Perception with Everette Taylor, CMO of Artsy
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
* Focus on What Works, Not What is Not Working: Marketers have a tendency to focus too much on the products and services they offer that are not working. While it can be…
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Oct 1, 2021
How Aloha is Making Waves in the CPG space with CEO, Brad Charron
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…
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Sep 29, 2021
Leading the Charge into Democratizing Education and Building Community (not just Content) with Wes Kao, the Co-founder of Maven
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…
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Sep 24, 2021
Streaming Wars: Why SVOD Services and On-Demand Streaming are at a Crossroads with Mike Woods of Amagi
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 advertis…
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Sep 22, 2021
Hybrid Smart Contracts and Blockchain Technology Networks in Development at Chainlink Labs with CMO, Adelyn Zhou
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 A…
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Sep 17, 2021
Paul Stoddart, CMO of Epicor, Emphasizes Developing Meaningful Relationships with Peers and Consumers alike as the Key to Maximizing Effectiveness in Marketing
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…
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Sep 15, 2021
Myth Buster: FreshBooks’ Paul Cowan Debunks the Single-Source-of-Truth Myth
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 thi…
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Sep 10, 2021
LivePerson CMO Amber Armstrong on Building a Robust ABM Strategy to Target the Right Clients to Make the Biggest Impact
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,…
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Sep 8, 2021
Disrupting Time and Industry: How Thimble Created a SaaS-Based Insurance Model with Rikin Diwan of Thimble
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 stra…
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Sep 3, 2021
A New Beginning
_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 th…
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Sep 1, 2021
Tough Conversations, and Tough Decisions Help Canidae Grow
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 t…
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Aug 27, 2021
Turning Insights into Advertising with MTV Veteran and Current AdPredictive CEO, Kristin Frank
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. K…
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Aug 25, 2021
Acquiring Customers on Autopilot with Birdeye’s David Lehman
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 a…
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Aug 20, 2021
The Power of Text: Text Message Marketing Best Practices with SlickText CEO, Matt Baglia
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…
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Aug 18, 2021
Using Content to Lure Clients into the Sales Funnel with HVR’s Meredith Stowe Christie
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…
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Aug 13, 2021
The Evolution of Advertising: How SVOD Services are Altering how Brands Advertise
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 i…
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Aug 11, 2021
Adopting an Omnichannel Strategy to Reach the African Consumer with Terragon’s Elo Umeh
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 Af…
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Aug 6, 2021
Getting Into the Game: How Learfield is Helping Brands Partner with Your Favorite School
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…
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Aug 4, 2021
Using ABM as a Driver for Business Growth with Zayo Group’s Kimberly Storin
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 help…
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Jul 30, 2021
Why A.I. is Every Marketer’s Secret Sauce
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 c…
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Jul 28, 2021
Analyzing the Future of Marketing and Remote Work with Salesforce’s Edward McDonnell
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 wo…
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Jul 23, 2021
Why Marketability and Social Media is Altering the Playing Field for College Athletes
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-found…
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Jul 21, 2021
Leveraging Partnerships to Gain Customer Trust with Willful CMO, Luke Sheehan
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, an…
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Jul 16, 2021
How Ring Went From a Video Doorbell to A Community of Loyal Users
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…
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Jul 14, 2021
Transforming Business Strategies to Build Customer Trust with PwC’s J.C. Lapierre
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 hav…
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Jul 9, 2021
Using Content to Power Business Decisions with Trade School Founder, Genna Franconi
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…
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Jul 7, 2021
More than JUST Egg: How Tom Rossmeissl and Eat Just Spearheaded a New CPG
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 tribul…
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Jul 2, 2021
How OOH Audio is Creating a Memorable In-Store Experience with Vibenomics CSO, Paul Brenner
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 Vibenom…
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Jun 30, 2021
Reinvesting in Success: Why GHSP is Reconstructing its Marketing Team to Reflect the Changing Product Landscape
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 it…
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Jun 25, 2021
Why Fiverr is More than Just Five-Dollar Jobs
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…
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Jun 23, 2021
Why the Best Brands have an Interesting Point of View with Cheribundi CMO, Rob Willey
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 o…
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Jun 18, 2021
Pushing Content at the Speed of Scale with Contentful CMO, Bridget Perry
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 pivote…
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Jun 16, 2021
What’s a Brand’s Promise Worth?
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 ce…
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Jun 11, 2021
Marketing to Value: How Vital Farms is Taking a Different Approach to Reach A Unique Demographic
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 prid…
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Jun 9, 2021
Marketing Strategies that Deliver the Goods with Casper's Ice Cream CMO Keith Lawes
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…
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Jun 4, 2021
Helping Brands Achieve Ambitious Growth with Wunderman Thompson’s Melissa Dorko
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
* Start Slow Before Moving Fast: When you are building relationships with your clients it's important to make sure that you are not diving into the deep end from the beginning. Instead, bring th…
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Jun 2, 2021
How the Best Marketers Use Data with Affinity Solutions CEO, Jonathan Silver
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-deg…
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May 28, 2021
The Future of MarTech and Being Data-Driven
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 nee…
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May 26, 2021
Developing a 360-Degree View of Your Customer
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, Maz…
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May 21, 2021
How Byzzer is Driving Small CPG Business Growth with Data-Driven Strategies
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…
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May 19, 2021
How To Be An Advocate for Your Customers with Jennifer Mathissen, CMO Santander US.
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
* Become an Advocate: The role of every marketer is to be an advocate for the customer. In order to become that voice for your consu…
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May 14, 2021
Content Marketing is Broken; Here’s How You Fix It with Uberflip CMO, Randy Frisch
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
* Solving the Correct Problem: Marketers are more in control of the B2B journey than…
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May 12, 2021
Doing More with Less: How Vonage Uses It’s MarTech Stack to Create Frictionless Customer Experiences
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 sauc…
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May 7, 2021
Why Knowing Your Customer Helps Create More Tailored Messages
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 implemen…
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May 5, 2021
How Out-of-Home Advertising is Shifting the Advertising Paradigm with AdQuick’s Head of Programmatic, Kate Goldvasser
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 bei…
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Apr 30, 2021
Taking an Agile Approach to Marketing with Capacity Director of Content Marketing, Jennifer Sabin
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…
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Apr 28, 2021
Building Brands Rooted in Mission with Fjällräven’s VP of Brand Experience, Jean-Marie Shields
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…
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Apr 23, 2021
Breaking Ground: How Procore Speaks the Language of Its Customers
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 mo…
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Apr 21, 2021
More than Just a Box: How Tonies are Putting the Fun Back Into Storytelling
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.”…
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Apr 16, 2021
Building a Successful Customer Experience with ServiceMax’s Chief Marketing and Experience Officer, Stacey Epstein
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. S…
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Apr 14, 2021
Key Marketing and Analytics Trends for 2021
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 compa…
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Apr 9, 2021
Where A.I. Fits into your Marketing Strategy, with People.ai CMO, Justin Shriber
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 mar…
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Apr 7, 2021
Understanding VICE Media Group’s Role as a Global Brand with CMO, Nadja Bellan-White
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. Plu…
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Apr 2, 2021
How Marketing — and Championships — Changed the Red Sox Image, with CMO Adam Grossman
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 bl…
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Mar 31, 2021
Getting the Most Out of Data with Spark Foundry Exec, Lisa Giacosa
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…
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Mar 26, 2021
Getting Real with a No-Holds-Barred Marketer, Lumavate’s VP of Sales and Marketing, Stephanie Cox
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 constr…
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Mar 24, 2021
Understanding the Modern Marketing Stack with McGaw.io Founder and CEO, Dan McGaw
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…
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Mar 19, 2021
Your Brand is Not Your Business with Yonder’s Founder, Chris Thomas
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 SMB…
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Mar 17, 2021
How Marketers are Extending their Audience Reach Courtesy of CTV
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 pla…
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Mar 12, 2021
Rebrand Revisited: A Year Later, Coldwell Banker Successfully Navigated A Daunting Rebrand in Unprecedented Times
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, m…
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Mar 10, 2021
A Winning 90-Day Strategy with Terminus CMO, Daniel Incandela
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, Dani…
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Mar 5, 2021
Creating a Meaningful Media Experience with Havas Media Group’s Chief Growth Officer, Erin Flaxman
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 audienc…
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Mar 3, 2021
Driving Value, Conversions and Engagements With In-App Advertisements
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…
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Feb 26, 2021
Leveling Up: Simple Steps Marketers Can Take To Move Their Careers to the Next Level
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, Eri…
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Feb 24, 2021
Using Partnerships Opportunities to Drive Brand Awareness and ROI with LendingTree’s SVP of Marketing, Cornell McGee
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…
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Feb 19, 2021
A Whole New World: Why Outsourcing CX is a Whole New Ballgame with Alorica CMO, Colson Hillier
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 bra…
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Feb 17, 2021
Why Sponsorships Are Driving ROI While Limiting the Burden of Content Creation
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 channe…
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Feb 12, 2021
The Best Strategies for Experiential Marketing with AnyRoad CEO, Jonathan Yaffe
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 t…
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Feb 10, 2021
From GooglePleaseHire.Me to Billion-Dollar Start-Up, and the Marketing Strategies that Paved the Way for Rippling CMO, Matt Epstein
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…
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Feb 5, 2021
Accurate Data for Ambitious A.I. with Sama VP, Heather Gadonniex
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 act…
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Feb 3, 2021
The Keys To Building a Great Customer Experience in 2021 with U*Realized CEO, Erna Alfred Liousas
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…
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Jan 29, 2021
The Next Big Shift in Marketing with blacklist100 founder, Kai Wright
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, adviso…
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Jan 27, 2021
How to Create A Valuable and User-Friendly Website Experience with Kanopi Studios CEO, Anne Stefanyk
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 cre…
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Jan 22, 2021
How Card-Linked Marketing is Leading to a More Personalized UX
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 devel…
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Jan 20, 2021
Providing a 360-Degree Customer Experience To a Massive Customer Base with C.H Robinson’s CCO, Chris O’Brien
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…
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Jan 15, 2021
Taking Consumer Experience To The Next Level with NetMotion CMO Joel Windels
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…
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Jan 13, 2021
How City National Bank is Advancing its Brand Through Its Digital Strategy
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 h…
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Jan 8, 2021
The Building Blocks of Brand Building with Joella Hot Chicken’s CMO, Katie Wollrich
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 a…
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Jan 6, 2021
Viva La Glomb! How Cheetah Digital’s VP of Content is Taking his Past in Reality TV To Make B2B Content Matter
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 y…
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Jan 1, 2021
Building Brand Loyalty Through Insanely Delicious Cookies, with Insomnia CMO, Tom Carusona
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…
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Dec 30, 2020
Why The Best Performance Marketers are Bad Actors
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…
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Dec 25, 2020
What Can Brown do For SMBs?
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 ca…
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Dec 23, 2020
Creating a Cohesive Customer Experience with Barracuda’s CMO, Erin Hintz
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 o…
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Dec 18, 2020
Using Content to Convert Customers with Principal Global Investors’ Farnaz Maters
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 o…
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Dec 16, 2020
Why It's Time Marketers Stop Relying on One Channel, with CVS Health's Rahul Kak
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 t…
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Dec 11, 2020
What Stood out in 2020 with Salesforce’s Marty Kihn
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…
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Dec 9, 2020
Why Data is Driving the Customer Experience with MSUFCU CMO, Deidre Davis
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 pe…
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Dec 4, 2020
Holiday Traditions And Where Marketing Fits in with UNICEF CMO, Shelley Diamond
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.”_…
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Dec 2, 2020
Why Your Inbox is the New Newspaper
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.
Main Takeaways:
* Time to Level-Up: Content marketing has never been more important. With more a…
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Nov 27, 2020
Building Exceptional Influencer Marketing with Obviously CEO, Mae Karwowski
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 influence…