Confessions of a Marketer

By Mark Reed-Edwards

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Episode Date
Episode 028 - Build an A Team
On Episode 28, we talk with Whitney Johnson about her new book, Build an A-Team: Play to Their Strengths and Lead Them Up the Learning Curve. Whitney is all about disruption, and we marketers love that word. And, if you’re like me, you’ve hired a lot of people over the years. So building an A Team is what you aim for. But how do you do it? Whitney’s book is a great guide and I had a fun discussion with her. Hope you enjoy it.<img src="" height="1" width="1" alt=""/>
Jun 20, 2018
Episode 027 - Quizzing the Quizmaster
On Episode 27, we’re quizzing the quizmaster. My guest is Josh Haynam, co-founder of interact, which is a company that does quizzes. He’s a lifelong entrepreneur who found that asking the right questions was the secret to success--whether he was doing lawn work at age 16 or working as a web consultant. So he made it his full-time occupation and he has now done more quizzes than anyone else. So, let’s quiz the quizmaster.<img src="" height="1" width="1" alt=""/>
Jun 12, 2018
Episode 026 - Marketers: The Next Generation
On Episode 26, we're talking about the next generation of marketers. And we have hope for the future. My guest is professor Bob McCullough, who worked in marketing and as an analyst before striking out into academia. One thing that always struck me was how glowingly he talked about his students—how bright they were and how they were brimming with ideas. So—interested in talking about the next generation of marketers, I turned to Bob for guidance. Hope you enjoy the episode.<img src="" height="1" width="1" alt=""/>
May 30, 2018
Episode 025 - GDPR--Whose Data Is it Anyway?
On Episode 25, we're talking GDPR, which takes effect on May 25. Are you ready? Are you saying, what the heck is GDPR? Either way, you need to listen to my guest--the CEO of Wunderman data, Jacques van Niekerk. Of course Wunderman trailblazed direct marketing in the late 50s and remains at the leading edge of the business. So I couldn't think of anyone more qualified than Jacques to tackle all the marketing issues surrounding GDPR--and there are a lot. Hope you enjoy the episode.<img src="" height="1" width="1" alt=""/>
May 16, 2018
Episode 024 - Design in an Era of Sameness
On Episode 24, we're talking with Joe Kashurba about design in an era of sameness. Everything looks the same. And it’s not just the web. Logos, signs, you name it--they all have a prepackaged feel to it. That’s because they are prepackaged. So I asked Joe, who runs his own design firm, to help me understand what’s going on.<img src="" height="1" width="1" alt=""/>
May 14, 2018
Episode 023 - Be Nice to Product Marketers
On Episode 23, we're talking with product marketer Josh Martin. He runs product marketing for LogiAnalytics, the leading embedded analytics software firm. He started his career as an analyst and made the move to product marketing a few years ago. I wanted to get the inside scoop on product marketing—how it should work, why it’s important, and so forth. And I knew Josh would be the ideal person to discuss it with, because I knew he’d have a unique perspective.<img src="" height="1" width="1" alt=""/>
May 02, 2018
Episode 022 - Cut the Crap!
On Episode 22, we’re cutting the crap with tone of voice guru Ben Afia. Ben has a new ebook out. It's a great guide to better writing. Whether you have "writer" in your title or not, you need to listen to this episode and grab the ebook and Enjoy the discussion.<img src="" height="1" width="1" alt=""/>
Apr 11, 2018
Episode 021 - Funding and Marketing
On Episode 21, we're talking funding and marketing. Garnet Heraman is a renowned investor based in New York. He started his career in marketing, so he has an appreciation for it. I wanted to find out the role marketing should play in securing funding. So I knew he’d be the one to turn to. Hope you enjoy the discussion.<img src="" height="1" width="1" alt=""/>
Apr 04, 2018
Episode 020 - Deep Dive into Data
On Episode 20, we take a deep dive into data with Rob Weedn, founder of DealSignal. We all live with data around us all day, every day. And we know it’s critical to our marketing efforts. But what does it all mean? Rob's firm is all about data--the freshest, most accurate, most relevant data. With that background, Rob has a unique perspective on data in marketing. Hope you enjoy the chat.<img src="" height="1" width="1" alt=""/>
Mar 28, 2018
Episode 019 - Marketing Mind Meld
On Episode 19, we're talking with Chris Dayley, VP of testing and site optimization at Disruptive Advertising. Our discussion centers on psychology and marketing--what’s going on between our ears. Chris is steeped in this stuff and told me that one of the things he loves about his job is being proven wrong almost every day. Hope you enjoy the chat.<img src="" height="1" width="1" alt=""/>
Mar 21, 2018
Episode 018 - What the Heck Is MarTech?
On Episode 18, we chat with David Meiselman about MarTech. David is CMO of ezCater, which is the only nationwide marketplace for business catering. A while back I thought of doing an episode on MarTech and asked around about who would be an ideal guest. A couple of people--including David Cooperstein, an early guest on the pod--said I had to talk with David M. And I'm glad I did. He really distills MarTech to its essence. It was a great chat. Hope you enjoy it too.<img src="" height="1" width="1" alt=""/>
Mar 14, 2018
Episode 017 - Why CMOs Should Listen to Creatives
On Episode 17, we find out why CMOs should listen to their creative teams. Alex Withers, CMO of InMotionNow, is our guest. And he believes that creatives have a lot to offer CMOs. We recorded this episode on March 7th, 2018, and packaged it up within a couple of hours because it was inspirational. You have to listen to it. Why should CMOs listen to creatives? Let's ask Alex Withers.<img src="" height="1" width="1" alt=""/>
Mar 07, 2018
Episode 016 - Marketers and Designers Face Reality
On Episode 16, we continue our discussion of augmented reality, virtual reality and associated technologies. But today we get to the "So what?" What does this mean for designers, for marketers, for UX and UI? No one has all the answers, but professor Brian Lucid gets us close.<img src="" height="1" width="1" alt=""/>
Mar 01, 2018
Episode 015 - Reality--What a Concept
On Episode 15, the first of a two-parter we talk virtual reality, augmented reality and mixed reality. What does it all mean? And what are the implications for you as designers and marketers? Interaction design professor Brian Lucid, of Massey University in New Zealand is my guest. Brian is unique because he's a great designer and knows this technology inside and out.<img src="" height="1" width="1" alt=""/>
Feb 22, 2018
Episode 014 - Being a Pinch-Hit CMO
On Episode 14, we're talking with Julie Zadow about being an interim CMO. What are the unique characteristics of that type of engagement? What kind of person is ideally suited to it? Julie knows first-hand the pressures and opportunities involved in the role. When I thought of this as a topic, I knew Julie was the one to talk with.<img src="" height="1" width="1" alt=""/>
Feb 06, 2018
Episode 013 - Lessons from Radio
On Episode 13, we're talking with Anthony Rudel, who runs WCRB in Boston. He's a legendary figure in radio and has also spent a lot of time as an author, a communications and branding consultant, and a college professor. I wanted to understand the lessons that radio can teach us marketers, and maybe what marketers could teach radio. So Tony, with his distinguished career, seemed like the right one to talk with.<img src="" height="1" width="1" alt=""/>
Jan 31, 2018
Episode 012 - Inside an Upstart Food Business
On Episode 12, we're talking with Vanessa White, who founded Jaju Pierogi with her sister not long ago. It's become something of a phenomenon here in the Boston area. We talk about life inside this kind of frenetic startup, how they've built the business and what's in store. It's a unique look at life inside an upstart food business.<img src="" height="1" width="1" alt=""/>
Jan 24, 2018
Episode 011 - 5 B2B Marketing Fails
On Episode 11, we have Tony Temple back to go through his list of the Top 5 B2B Marketing Fails. From too many propositions to too many words, learn what not to do in marketing. It's an interesting guide on what not to do if you have marketing as your bailiwick.<img src="" height="1" width="1" alt=""/>
Jan 16, 2018
Episode 010 - Inside Innovation Districts
On Episode 10, we’re talking innovation districts with Chuck Tanowitz, director of the N-Squared Innovation district. Anyone who knows anything about technology knows Route 128. Companies on or around it were at the heart of the Massachusetts miracle back in the 1980s, and it has been at the center of technological breakthroughs for decades. Newton and Needham Massachusetts straddle 128 in a unique arrangement of geography, demographics and commerce. Chuck Tanowitz is charged with taking business in a swath of that area to the next level. And, with innovation districts a hot business and political topic, I thought I’d go right to Chuck to get the scoop.<img src="" height="1" width="1" alt=""/>
Dec 18, 2017
Episode 009 - The Sales-Marketing Relationship
On Episode 9, we’re chatting about the often-fraught sales-marketing relationship. Morris Porter is my guest. He and I worked together in the early 2000s at a dot-com company that was undergoing a massive business model shift. He was running sales and I was in marketing. Through all the hard work, hair-pulling and sleepless nights, Morris was cool as a cucumber. So when I wanted to talk about the sales-marketing relationship, he’s the one person who came to mind. He’s also worked at Cisco and Citrix—and is currently VP of Sales for Alpha Software.<img src="" height="1" width="1" alt=""/>
Dec 12, 2017
Episode 008 - Slide Shows and Analyst Relations (or Death-by-PowerPoint)
On Episode 8, we’re back with Duncan Chapple again--and a short part two that continues our discussion from last time. I stopped recording and Duncan and I started talking about death-by-PowerPoint, a common affliction for analysts. So I quickly restarted the recording and that's today's episode: slide shows and analyst relations. Or, death-by-PowerPoint.<img src="" height="1" width="1" alt=""/>
Dec 05, 2017
Episode 007 - Analyst Relations
On Episode 7, we’re talking with Duncan Chapple of Kea Company about analyst relations.  Duncan is a Managing Partner at Kea, a global advisory firm that delivers influencer relations and strategic guidance for vendors of high tech products and services. Duncan has been a consultant and analyst with Ovum, Europe's largest technology analyst house and successfully founded and directed an international analyst relations business. He also played a central role in founding the Institute for Industry Analyst Relations in 2007, and was a member of its founding board. I wanted to get an inside view on analyst relations, so I couldn’t think of a better place to start than with Duncan. I was able to sit down with him on November 16 just after ARInsights in Cambridge, Mass.<img src="" height="1" width="1" alt=""/>
Nov 27, 2017
Episode 006 - Cause Marketing
On Episode 6, we talk with Sheryl Victor Levy, VP of Marketing and Communications at the Museum of the City of New York, about cause marketing and corporate social responsibility. How does it work? What are the ins and outs? Sheryl's been in marketing for a couple of decades and moved into the cause arena a while back. So she brings a unique perspective. It's a great discussion. Hope you enjoy.<img src="" height="1" width="1" alt=""/>
Nov 20, 2017
Episode 005 - Managing Suppliers and Other Marketing Curiosities
On Episode 5, we’re talking with John Haworth--a veteran of senior management at Cigna, Pillsbury, the Washington Post, PeopleSoft and Fidelity--about vendor management and other marketing curiosities. John has had a remarkable career, in which he's had responsibility for business development, globalization and marketing. He’s one of the most thoughtful people I know, and in our chat we start off talking about supplier management--but that soon expanded into some other marketing curiosities.<img src="" height="1" width="1" alt=""/>
Nov 13, 2017
Episode 004 - All Things CMO
On Episode 4, we’re talking with David Cooperstein. He's an independent marketing and strategy leader whose past clients include PebblePost, Adobe and Ascendant Network. David works with start up companies, including TVision Insights, SummitSync and Cuebiq, on marketing, positioning and strategic advice. I wanted to talk with David because he’s been a CMO and spent many years advising them when he was at Forrester. He knows what he’s talking about.<img src="" height="1" width="1" alt=""/>
Nov 06, 2017
Episode 003 - Demystifying Tone of Voice
On Episode 3, we’re talking with Ben Afia – a real guru when it comes to tone of voice. You’ve probably heard that term bandied about. What is it, exactly? Well, Ben can tell you because he focuses on tone of voice, and what he says is “helping companies sound more human.”  He is the head honcho at Afia, a UK-based firm he started in 2004. Before that, he was at Boots UK as tone of voice manager.<img src="" height="1" width="1" alt=""/>
Oct 30, 2017
Episode 002 - The Evolution of PR
On Episode 2, we’re talking with Meg O’Leary, who cofounded InkHouse about 10 years ago. InkHouse is one of the country’s fastest growing and best PR agencies. Meg and I discuss the evolution of PR in that 10 year span—plus I find out about her recent move to become CMO of a startup.<img src="" height="1" width="1" alt=""/>
Oct 21, 2017
Episode 001 - You and Me, Not B2B
On Episode 1, I talk with truth teller, brand guru and old friend Tony Temple. We discuss the state of B2B marketing. (Hint: It's not so good.)<img src="" height="1" width="1" alt=""/>
Oct 05, 2017