Marketing Trends

By Mission

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Description

Marketing Trends is your #1 podcast for news that matters about marketing and marketing technology. Twice a week you’ll get interviews with trailblazing marketers, including CMOs, CEOs, VPs, and industry leaders. You’ll hear war stories from marketers who helped build the Fortune 500. Our guests share how they lead high-performance marketing teams, with best practices and lessons that you won’t learn anywhere else.

Episode Date
Standing Out in the Mobile App World with Katie Jansen, CMO of AppLovin
46:15

How many games are there in the app store? And how many of those are you actually aware of? That is the question that AppLovin poses to game developers who are trying to find ways to get their apps in front of the right people. Katie Jansen is the CMO of AppLovin and on this episode of Marketing Trends, she discusses with us the strategies and tools they use to help bring more awareness to all the apps in the mobile world, and how they built up their own model for success at the company.

3 Takeaways:

 

  • In building a marketplace, AppLovin has to keep the developer top of mind
  • Because things move and change so fast in the world of mobile, it’s important to focus on making a great product rather than finding the right audience
  • Most game developers aren’t focused on monetization — that’s where AppLovin comes in

 

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mar 27, 2020
Talking about the New, The Now and the NextRoll, with CEO Toby Gabriner
48:22

Toby Gabriner is a multi-time CEO and a veteran in the worlds of marketing, advertising and growth. Today, he is the CEO of NextRoll, where he and his team are building platforms that are changing the lives of marketers everywhere. Using new technology like A.I. and machine learning, NextRoll is bringing more precision and unity to the entire marketing experience. Toby discusses that and more on this episode of Marketing Trends.  

3 Takeaways:

  • Machine learning is critical to achieving more precision in your reach
  • Bringing together sales and marketing is critical and that unison is the purpose of creating an account-based platform like RollWorks
  • The wave right now is about creating a way to have all the channels available to marketers work in a holistic way that operates in concert with each other rather than in silos.

 

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mar 25, 2020
Discussing The Context Marketing Revolution with Author and Director of Market Strategy at Salesforce, Mathew Sweezey
51:05

According to Mathew Sweezey, we no longer live in a world where traditional marketing efforts will pay off in big ways. Instead, marketers need to realize that the entire environment they are working in has changed, and therefore the marketing game they are playing has changed as well. It’s this entire idea that Mathew has written about in his new book, The Context Marketing Revolution and on this episode of Marketing Trends, he discusses all the things you can learn if you pick up a copy.

3 Takeaways:

  • Automation can and should be used as a tool to enable new opportunities
  • The environment in which marketing happens has changed, therefore marketing itself should also change
  • Marketers must focus on experiences if they expect to be successful in this new environment

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mar 20, 2020
Navigating the Role of CMO, with Joe Chernov of Pendo
56:00

As the new CMO at Pendo, Joe Chernov says that he “inherited something really special.” He joined us during his first week on the job to discuss everything he’s excited about both in the new role and going on at the company. He discussed the challenges facing marketers today and how to best set up the people you work with to be as successful as possible.  

3 Takeaways:

  • Building a bigger surface area of contact can help create a better relationship with the persona you’re targeting
  • Marketers today are paying for the sins of marketers past
  • CMOs have to distill for CEOs the distinction between the medium and the message and, regardless of medium, deliver a way to get a message or product to customers that will change their lives

    ---

    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 more at salesforce.com/marketing. 

    To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mar 18, 2020
The Idea of Lean AI, with Author and Marketer, Lomit Patel
52:19

Lomit Patel is the Vice President of Growth at IMVU, and he’s also the author of the new book, Lean AI, which is part of Eric Ries' "The Lean Startup" series. On this episode of Marketing Trends, Lomit joins us to share his experiences using AI to create more efficiency on his growth and marketing teams, and why he thinks now was the right time to write this book to help other young businesses see the power of AI. 

3 Takeaways:

  • Using AI to gather data allows creative teams to interpret and build off of it 
  • By implementing computers and AI, you can increase efficiency and reduce costs
  • Lean AI is a way for start-ups to reduce the risk for potential VCs and investors

    ---

    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 more at salesforce.com/marketing. 

    To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mar 13, 2020
The Power of Search and Credibility with Ashley Stirrup, CMO of Algolia
45:37

How much content has your company generated? And where does it all live? Could you find it if you wanted to? Well, you could if you were using Algolia’s products. Having a powerful search engine is critical to bringing to light content that will help build your company’s brand and credibility. Ashley Stirrup knows this, and as the CMO of Algolia, he’s helping to make sure that other companies know it, too. He talks about the power of search, the importance of building credibility and so much more on this episode of Marketing Trends. 

3 Takeaways:

  • You have to build credibility in order to build trust and create sales
  • Having a powerful search engine provides an opportunity to promote and make available content that would otherwise disappear into the dark hole of the internet 
  • You need to figure out how to build campaigns that touch different customers in different ways

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mar 11, 2020
Creating Content that Converts with Craig Dekshenieks Director, Content & Marketing Operations at Aderant
51:18

Building up your brand is important for any organization. But how do you define your brand, and what do other people think of you? Sometimes, the answers to those two questions don’t match up and it’s at that point that Craig Dekshenieks, the Director, Content & Marketing Operations at Aderant, says that hard choices need to be made. On this episode of Marketing Trends, Craig explains why discovering outside perceptions should be a key factor in your marketing strategy. Plus, he talks about why content needs to do more than just spread your brand message and he talks about the future of marketing. 

3 Takeaways:

  • How others perceive you is just as important as how you perceive yourself
  • You need to create content that converts
  • The ability to measure hard-to-measure things will be what defines the future of marketing

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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 more at salesforce.com/marketing. 

Mar 06, 2020
Marketing to Make an Impact with Henrique Saboia, Vice President of Growth at Kiva
46:31

Henrique Saboia didn’t always know he loved marketing, but when he discovered his passion for bringing products to market, talking to customers and delivering a message, there was no turning back. After stints at Cisco Systems, Twitter and Lyft, Henrique landed at Kiva, where he currently serves as the Vice President of Growth. On this episode of Marketing Trends, he explains what his goals are as a marketer and how the work he is doing at Kiva is helping to bring about a virtuous cycle of lending and doing good all around the world, especially with women and in underserved communities.

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Mar 04, 2020
A Better Way to Do Online Advertising, with James Avery, the CEO of Adzerk
38:08

When you think of online advertisements, what comes to mind? Pop up ads? Pre-roll ads that run before your Youtube videos? Maybe a huge banner ad that runs across your favorite website? These are the typical, easy, go-to ads many companies are leaning toward. But according to James Avery, the CEO of Adzerk, there’s a better way — one that will lead to more return on investment and will be important in a third-party-cookieless world. He explains it all on this episode of Marketing Trends. 

3 Takeaways:

 

  • Marketing to developers and engineers is all about authenticity
  • APIs and first-party advertising provide the opportunity to generate more ROI than traditional banner-ad marketing
  • The removal of third-party cookies will create a higher premium on first-party publisher data

 

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 28, 2020
How Andy Mackensen, co-founder and CMO of SnackNation, is Having Fun and Connecting With Customers
52:49

Most of us spend an awful lot of time at work, and as a result, there has recently been a movement to make workplaces into places you actually want to be. Whether that’s in the form of in-office activities, having the best tech available at all times, or having access to healthy and filling food, companies that want to recruit and retain top talent are focusing on creating the best environment possible. One of the companies that are helping create those environments is SnackNation, and on this episode of Marketing Trends, the co-founder and CMO, Andy Mackensen joined us to explain how he’s growing his business and leading by example by creating what Entrepreneur Magazine called one of the “top company cultures.” Plus, he dives into the marketing strategies he’s used in order to get as close to the customer as possible. 

3 Takeaways:

 

  • You have to “eat your own dog food” — so if you’re selling healthy snacks and a great working experience, you have to cultivate those things in your own company as well
  • You have to create content beyond your core product in order to connect with and deliver value to your customers
  • If you want true insights on how to grow, get as close to your customer as possible

 

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 26, 2020
Is Marketing Always Smooth Sailing? A Discussion with Princess Cruises and Cunard Line Exec John Chernesky
38:02

Having the time of your life in beautiful, exotic locales doesn’t seem like a very hard thing to sell, does it? Well, it’s not quite as simple as it sounds, and few know that better than John Chernesky, the Senior Vice President of Sales & Trade Marketing at Princess Cruises & Cunard Line. On this episode of Marketing Trends, John takes us through why it’s so important to sell stories and appeal to people’s emotions when marketing. Plus he discusses some of the biggest wins and surprising trends he’s seen in his years in the cruise industry. 

3 Takeaways:

  • Telling stories is the best way to convince people to travel with you

 

  • You have to be able to explain a product or experience in order to sell it, so it’s worth the investment to allow key influencers or partners to experience what you want them to sell
  • Personalization in marketing is still a work in progress

 

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 21, 2020
From CMO to CSO: A Conversation with Gordon Henry of Thryv
36:12

Do you remember Yellowbook? If you do, it’s probably because of the work that Gordon Henry did while he was CMO of the company. During his tenure, he helped the company from $500M to $2B in revenues and he took the company into the digital world pushing from doing less than $10M to nearly $250M in online business. Clearly, he’s got some marketing chops and he’s using them now as the Chief Strategy Officer at Thryv, Inc. Today, Gordon is focused on helping small businesses grow and succeed and on this episode of Marketing Trends, he explains how Thryv is making that possible. 

3 Takeaways:

  • Small businesses have to find ways to compete with the big organizations which are leading the way in marketing and ease-of-doing-business
  • People still need leads, but they need those leads to be filtered and connected through software
  • Cost per lead is the most important metric a small business should focus on, and you have to be willing to advertise in ways other than just what’s most popular

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 19, 2020
Marketing the Future In an Older Industry with Kinestral VP of Marketing, Craig Henrickson
37:07

Most of the time a marketer is trying to convince you that their product or service will make your life better or solve some problems you have. Sometimes the problems are big, sometimes they’re small, and sometimes, especially if you Craig Henrickson they are industry-impacting. Craig is the Vice President of Marketing for Kinestral Technologies and he is helping to introduce and sell smart glass technology that will change the way construction is done. On this episode of Marketing Trends, Craig explains how you go about selling something to an industry that is historically stubborn and resistant to change, plus he tells some stories from his past at Bose and iRobot.

3 Takeaways:

  • When trying to sell something, like smart glass, you have to be able to answer questions about product utility and why it matters to the individual(s) you’re selling to
  • There are certain personas you deal with in your customer base, but you can’t focus solely on the ones with the most buying power — each persona is important
  • The customer journey is important because customer referrals are what keep you going

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 14, 2020
How Lola.com CMO Jeanne Hopkins is Thinking Strategically and Creatively
54:27

Jeanne Hopkins is the CMO of Lola.com, and whether she’s marketing her company’s business travel prowess, stepping into the podcast game or baking the best chocolate chip cookies, she has consistently been able to find success. On this episode of Marketing Trends, Jeanne talks about her somewhat circuitous journey to marketing, how she works toward ensuring customer success, and why she believes podcasting is a marketing opportunity too good to be overlooked.

3 Takeaways:

 

  • Business travel is a key area where companies can positively affect employee experience
  • Strategically using SEO and the competition can lead to the conversion of otherwise unlikely customers
  • Podcasts are under-utilized marketing tools

 

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 12, 2020
Are You Ready To Talk Super Bowl Ads?
44:07

On this special episode of Marketing Trends, Mission producer Hilary Giorgi and Mission audio engineer Matt Powell joined host Ian Faison to discuss their thoughts on the ads they saw during the Super Bowl. What did we like, what were we confused by and what were some of the major themes and trends that we noticed? Stay tuned to find out!

 3 Takeaways:

  • Nostalgia played a major role in many of the most memorable ads
  • There is a tendency to try to do too much in a Super Bowl ad, and that can sometimes muddle the message
  • Just because people are talking about you doesn’t mean you’ve succeeded

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 07, 2020
How Sydney Sloan, CMO of SalesLoft, Focuses on Alignment, ABM and Customer Journeys
43:08

Sydney Sloan didn’t fall into marketing accidentally. She always wanted to be in the field and she has been finding success as a marketer ever since graduating from USC. Currently, Sydney is the CMO of SalesLoft, a rapidly-growing start-up, which is constantly changing and challenging itself to keep reaching new heights. One of the main ways she’s helped that happen is by introducing marketing automation. She talks about that process as well as why it’s so important to focus on the customer journey, and much more. 

3 Takeaways:

  • The entire company should be aligned on your go-to-market strategy
  • Peer-review sites and speaking directly to customers is an excellent way to reengage and gather potential material for future products and campaigns
  • The CMO should have full visibility of and involvement in how campaigns are impacting the pipeline

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Feb 05, 2020
Creating The Marketing Strategy for Google Cloud, with Vice President of Marketing Alison Wagonfeld
35:13

Alison Wagonfeld might have gotten her start in marketing thanks to the promise of a turkey sandwich, but she found success thanks to a drive and intellect that separated her from others. Today, Alison is the Vice President of Marketing for Google Cloud and the work she and Google are doing has an impact across the industry. On this episode of Marketing Trends, Alison talks about how she looks at hard problems, what kind of marketing strategy she’s focusing on at Google Cloud, and why she believes the partnership between the CMO and CIO is critical to achieving business success.

3 Takeaways:

 

  • Focus on customer personas and figure out how to communicate to the ones you need
  • The partnership between the CMO and CIO is critical
  • Know what problem your solving and who to ask to help you solve it

 

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 31, 2020
Everything Is Awesome: Talking LEGO's Journey with VP of Marketing, Michael Moynihan
48:28

If you’re a longtime listener of Marketing Trends, you know that we have always been big fans of LEGO and its marketing journey. So we were thrilled to welcome to the show Michael Moynihan, the Vice President of Marketing at LEGO. We picked his brain about how LEGO was able to take its marketing strategy to a whole new stratosphere thanks to things like digital experiences and entertainment properties. But the success did not come overnight. It was a long trip to that stratosphere, and Michael was there for it all, so he has a lot of wisdom to share.  

3 Takeaways:

  • Digital platforms can work as an accelerant to drive interest in a physical product
  • Lego is not an entertainment company, it is a building company and any entertainment properties surrounding Lego have to be released with a strong story in a way that celebrates the brand
  • Partnerships have to be sustainable and create value for all parties involved

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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 more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 30, 2020
Cartoons and Contact Marketing with Stu Heinecke
43:46

There are any number of ways to approach marketing. How Stu Heinecke does it, though, is unique. Stu is the author of How To Get A Meeting with Anyone and a Wall Street Journal cartoonist and he started his own company using what he called contact marketing. By using cartoons in direct mailing campaigns, Stu proved that people connected to and responded to those mailers, and when he used that method to find clients, he walked away with a 100% conversion rate — unheard of in the direct mail world. On this episode of Marketing Trends, Stu tells his story and discusses his books, explains how marketing has evolved through the years.

3 Takeaways:

 

  • Cartoons offer an opportunity to sell something in one frame
  • The challenge of connecting comes down to humanizing the interaction
  • Creating value and breaking through to someone is all about providing relevance

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 28, 2020
Using Data, Analytics and The Customer Experience to Excel at Marketing with Juniper Networks CMO, Mike Marcellin
44:05

Some people believe that it can be lonely to be a marketer in Silicon Valley — the land of product and technology and data and innovation. In that world, marketing can fall by the wayside or seen as an afterthought. But for Mike Marcellin, the CMO of Juniper Networks, Silicon Valley is a great place to be a marketer and somewhere where you can combine data and analytics to build a marketing strategy. He explains all of that and more on this episode of Marketing Trends.

3 Takeaways:

 

  • Investing in data and analytics early on helped Mike build credibility
  • Marketing is a blend of creativity and analytics
  • Other CMOs are an important source of inspiration and idea-generation

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

 

 

Jan 24, 2020
The World of ABM with Eric Spett, CEO of Terminus
45:10

Getting buy-in is critical for any kind of marketing campaign. From the leadership to the sales team, everyone has to be on the same page when you’re about to implement a new strategy or marketing tactic. This is true for account-based marketing as well, and few know that better than Eric Spett, the CEO of Terminus. On this episode, recorded live at Sirius Decisions in Austin, he discusses his start in the marketing world and finding an opportunity to bring ABM to more companies with Terminus.

 

3 Takeaways:

  • When stepping into an emerging market, you have to find a balance of listening to what customers want and need and innovating and guiding customers toward the future
  • The value of marketing is determined by sales. If the sales team isn’t bought in on an idea, the likelihood of success falls
  • Using ABM correctly is about having a singular focus until you have mastered one strategy, then you can move on to the next

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 23, 2020
The Future of Search and Finding Success In The World of SEO with Sarah Bird, CEO of Moz
55:54

Sarah Bird knows a thing or two about search engine optimization. As the CEO of Moz, it’s the main thing her company focuses on and for good reason. SEO is one of the most important tools in a marketer’s toolkit, but Sarah believes that few really understand how hard it is to become good at SEO and tap into its full potential. On this episode, Sarah explains some common misconceptions about SEO and gets us excited about the future of search.

3 Takeaways:

  • There is a fundamental lack of understanding about how much work goes into a great longterm SEO strategy
  • Local searching is easier to commercialize than broader or national search
  • In order to get ahead in your career, search out problems and try to unlock new ways to solve them

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 21, 2020
Content (Marketing) is King with Cathy McPhillips, VP of Marketing at the Content Marketing Institute
43:55

There is a misconception that content marketing can’t be part of a huge marketing campaign. At least, that’s what Cathy McPhillips has seen. But, as the Vice President of Marketing at the Content Marketing Institute, she’s trying to show agencies and marketers everywhere that you can integrate content marketing into your campaigns. On this episode of Marketing Trends, Cathy talks about how that’s possible and gives examples from the real world to show how companies like REI, Lowes, and Patagonia were able to turn their content marketing activities into revenue generators.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 17, 2020
Focusing on Product in High-Velocity Businesses with Frazier Miller, CMO of Wrike
50:33

Frazier Miller says his first love was product management, which allowed him to focus on the customer. He brought that love with him as he moved up the corporate ladder and he taps into it frequently when devising strategy as the CMO of Wrike. On this episode of Marketing Trends, Frazier discusses why he thinks that focusing on product fit is such an effective marketing strategy, plus he explains what it means to work in a high-velocity business. 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 16, 2020
Aligning for Success with Anantha Narasimhan, Program Director of Global Marketing at IBM
37:04

Anantha Narasimhan is Program Director of Global Marketing for Unified Governance & Integration at IBM. Throughout his career in sales, analytics, and marketing at leading technology companies, he has learned the importance of horizontal and vertical alignment for success and the power of friendly competition.

On this episode, Ananth describes his journey into marketing and the keys to his success at IBM, so far. He discusses the importance of team-building and generating momentum to achieve big wins.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 14, 2020
Creating Brands, Asset Synergy, and Longevity with Michael Mendenhall, SVP, CMO, & CCO of TriNet
50:43

With more than 30+ years of marketing experience and plenty of stories to go around, we were so excited to welcome back Michael Mendenhall, Chief Marketing & Communications Officer, TriNet for another episode on Marketing Trends! In case you missed it, here’s our first episode with Michael. On this episode with Michael, we dig deeper into Michael’s story bank and talk all things asset synergy, longer/shorter-term content, and much more!

3 Key Takeaways:

- The synergy of company assets should be leveraged in your marketing.

- Think about the larger narrative when creating shorter-term narratives with the marketing campaigns that are being created.

-  Content shouldn’t be clutter for consumers, be mindful and succinct in your content.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 10, 2020
Marketing in the Financial Services World with Carson Group CMO Jud Mackrill
35:46

Today's episode features an interview with Jud Mackrill, CMO of the Carson Group. On this episode, Jud talks about marketing in the financial services industry, how theology school prepared him for a career in marketing is best CMO advice and much more. 

3 Takeaways:

 

  • There is an emerging frontier of marketing that combines technology with human connection
  • Never forget the human in the middle of your business interactions
  • Doing brand transformations is one of the most meanigful parts of being a marketer

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jan 09, 2020
Realizing the Future of AI-Enabled Marketing with Vijay Chittoor, Co-Founder & CEO of Blueshift
43:57

Artificial intelligence is a technology that is exciting to some and frightening to others. So how should marketers react to this new and potentially revolutionary technology? According to Vijay Chittoor, Co-Founder and CEO of Blueshift, AI has the power to help marketers scale their decisions and increase their influence, if leveraged correctly.

 

In this interview, Vijay talks about the best ways for marketers to utilize AI, why they should take a customer-centric rather than a channel-centric approach, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/34A4kLO 

LinkedIn: linkedin.com/in/vijaychittoor 

Twitter: twitter.com/vijaycs42 

Blueshift Website: blueshift.com/

 

3 Key Takeaways:

- Marketers should take a customer-centric rather than a channel-centric approach to marketing.

- AI enables marketers to take a customer-centric approach and to scale their decisions across channels and formats.

- The most common mistake marketers make when it comes to AI is not focusing enough on collecting great data and integrating all the datasets they have.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Dec 19, 2019
CMO Roundtable - Live at Dreamforce
56:41

Live from Dreamforce 2019, Marketing Trends had the opportunity to do a live recording with Sydney Sloan, CMO of SalesLoft, Keith Messick, CMO of Dialpad, and Nick King, VP CX Marketing at Cisco. ​On this episode of Marketing Trends, we get into marketing against competitors, how to think about branding, best practices for engaging with customers, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2OlxqcK

Keith’s LinkedIn: http://bit.ly/2GTSjYx

Sydney’s LinkedIn: http://bit.ly/34orNjR

Nick’s LinkedIn: http://bit.ly/2OoYU1m

 

3 Key Takeaways:

- It’s easy to use similar marketing talk as your competitor. It’s harder to go a different path and standout.

- Brand consistency is really understanding what your brand stands for and investing heavily in that.

- Implementing your customer’s voice and promoting their problems and how they were solved is very valuable.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Dec 13, 2019
Developing an Experimentation Mindset with Mayur Gupta, CMO of Freshly
33:40

What separates great brands from the pack? According to Mayur Gupta, CMO of Freshly, it is their ability to quickly iterate and learn. He has used this approach to build brands and grow companies like Spotify and Kimberly-Clark. On this episode of Marketing Trends, Mayur explains this approach and how marketers can implement it into their work.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/34hc5Gd 

Mayur’s LinkedIn: linkedin.com/in/inspiremartech/ 

Mayur’s Twitter: twitter.com/inspiremartech 

Website: https://www.freshly.com/

 

3 Key Takeaways:

- Speed is the most important differentiator for a brand.

- Marketers need to have an experimentation mindset where success is determined by how quickly they can iterate and learn.

- “A purpose-driven brand amplifies the tangible and measurable growth of the business.”

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Dec 12, 2019
Building Customer Experiences that Win with Jeannine D'Addario, Chief Marketing & Communications Officer of Guitar Center
30:22

Many brick-and-mortar retailers have struggled to succeed in the 21st century with the rise of e-commerce competitors. But a few marketers have managed to turn their physical retail presence into an asset, rather than a liability. 

One such innovator is Jeannine D’Addario. As Chief Marketing and Communications Officer at Guitar Center, Jeannine has overseen an increased emphasis on Guitar Center locations as places of learning and education. On this episode of Marketing Trends, she tells us how building these customer experiences have helped Guitar Center succeed in the marketplace.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2Yy1Qw9 

Jeannine’s LinkedIn: linkedin.com/in/jeannine-davis-d-addario-6789437/ 

Jeannine’s Twitter: twitter.com/jdaddario 

Guitar Center Website: guitarcenter.com/

 

3 Key Takeaways:

- Physical retail succeeds when it is an experience, not just a place to shop.

- Education is a great way to bring people into the pipeline and begin the customer journey.

- Brand consistency is crucial. You have to know your values and make your retail strategy an extension of them.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Dec 06, 2019
Marketing Automation Explained with Casey Cheshire, Founder & CMO of Cheshire Impact
01:11:00

Marketing automation has been around for a little while now, but few marketers fully optimize how they use this crucial technology. On this episode, we sat down with Casey Cheshire, Founder & CMO of Cheshire Impact to learn how to optimize a marketing automation strategy, best practices for aligning with sales, and much more. Casey is also the author of "Marketing Automation Unleashed: The Strategic Path for B2B Growth," a book that digs even deeper into these topics.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2DFBTAX  

Casey’s Book: https://amzn.to/2rs8k38 

Casey’s LinkedIn: http://bit.ly/2rxKZNe 

Casey’s Twitter: http://bit.ly/2QXwXPG 

Cheshire Impact’s Website: http://bit.ly/33oUEmA 

 

3 Key Takeaways:

- Don’t think of your prospects as transactions.

- Take a step back every now and then and think about the bigger picture of what your marketing, marketing automation, and overall strategy are.

- Make sure your sales team and marketing team are aligned on a common vocabulary.  

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Dec 03, 2019
Focusing on ‘The Bigger Thing’ with Grubhub SVP of Growth Alex Weinstein
51:40

According to Alex Weinstein, SVP of Growth at Grubhub, standout marketers all have something in common: A focus on ‘the bigger thing,’ or in other words, the core objectives and principles of the business. 

On this episode of Marketing Trends, Alex tells us how to achieve this focus, and what kinds of impact it drives. He also talks about incrementality, aligning incentives, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2soiG4r 

Alex’s LinkedIn: linkedin.com/in/alexweinstein/ 

Alex’s Twitter: twitter.com/alexweinstein 

Grubhub Website: https://www.grubhub.com/

 

3 Key Takeaways:

- Marketers need to consider incrementality, or what would have happened had they not taken a given action.

- Great marketing leaders need to create a culture where failure in the pursuit of experimentation is tolerated.

- For marketers to be effective, they can’t just be concerned about their own budgets. They need to be focused on ‘the bigger thing.’

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 27, 2019
Solving Pain Points with Kathy English, CMO of Vocera
45:27

With more than seven years of experience in direct patient care, Kathy English knows a thing or two about finding and resolving pain points. Now, as CMO of Vocera, a healthcare technology company, she’s solving pain points of a different type. On this episode, Kathy talks about how to find, diagnose, and resolve pain points, her best advice for a first time CMO, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2D8L24O  

Kathy’s LinkedIn: linkedin.com/in/kathydenglish

Kathy’s Twitter: twitter.com/englishkathy

Vocera Website: vocera.com

 

3 Key Takeaways:

- Marketers should start by addressing pain points, not promoting a product or technology.

- Customer stories resonate because they allow prospects to see positive outcomes.

- Great marketers stay focused on the mission of their brand.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 22, 2019
Agile Marketing with Jascha Kaykas-Wolff, CMO of Mozilla
53:22

Few processes hold as much promise as the idea of agile marketing. It has the potential to improve efficiency and effectiveness for marketing teams of all sizes. To find out more about this revolutionary system, we spoke with Jascha Kaykas-Wolff. 

Jascha is the CMO of Mozilla and has previously served as the CMO of BitTorrent and the founder of Growthverse. On this episode, he talks about agile marketing, open-source, his best advice for a CMO, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2NZ5M5c 

LinkedIn: linkedin.com/in/kaykas/ 

Twitter: twitter.com/kaykas 

Mozilla Website: mozilla.org/en-US/

 

3 Key Takeaways:

- To get ahead in your career as a marketer, be clear about what you do and how you help others.

- Agile marketing is all about determining priorities and working on those priorities more efficiently.

- To be effective, CMOs can’t just understand marketing, they have to understand the underlying dynamics of the business.

 

Are you at Dreamforce 2019 this week? Come join us for a live episode this Tuesday, November 19th at 5:30 pm at the Pied Piper Bar in the Palace Hotel. Find more details and RSVP here: https://www2.pardot.com/event/1119/marketing-trends-live 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 18, 2019
Transformation and Creating a ‘Today Business’ with Aditi Javeri Gokhale, Chief Commercial Officer & President of Investment Products and Services at Northwestern Mutual
43:13

Transformation takes time. But time isn’t a luxury that marketing leaders can always afford. When Aditi Javeri Gokhale first stepped into the CMO role of Northwestern Mutual, she had just a few short months to define a new direction. 

On this episode of Marketing Trends, she talks about how she was able to enact rapid change and move her marketing organization in a more productive direction. Aditi also talks about delivering personalized content, innovating in the financial services sector, and much more.

 

Links:

Full Links, Notes, & Quotes: http://bit.ly/33Mn4YM 

Aditi’s LinkedIn: linkedin.com/in/aditi-javeri-gokhale-5166718/

Aditi’s Twitter: twitter.com/aditigokhale_ 

Northwestern Mutual: northwesternmutual.com/

 

3 Key Takeaways:

- Successful marketing needs to do more than spread brand awareness. That awareness needs to lead to action.

- In today’s data-rich environment, marketing content should be tailored to the particular situation of its audience.

- Having good data is not enough. The difference between successful marketers and others is the ability to draw insights and execute on the insights drawn from that data.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 13, 2019
Becoming a Complete Marketer with Alecha Stackle, SVP & CMO of RealPage
46:25

With the number of technologies and disciplines involved in marketing, it is easier than ever for marketing professionals to specialize. But for a marketer to become a leader, they need to widen their scope and understand how to interface with every aspect of marketing, according to Alecha Stackle. Alecha is the SVP & CMO of RealPage, and has more than two decades of marketing experience with companies like Thompson Reuters and Dell.

On this episode, Alecha talks about how to become a complete marketer, how to identify content that works, and how to engineer a more effective customer journey.

 

Links:

Full Notes & Quotes: http://bit.ly/2NEViYK 

Alecha’s LinkedIn: linkedin.com/in/alechastackle/

Alecha’s Twitter: twitter.com/alechastackle

RealPage: realpage.com/

 

3 Key Takeaways:

- Marketers need to find a way to get a wide exposure to different functions, departments, technologies, and experiences in order to become effective marketing leaders.

- Market forces have made it more important than ever to create a complete and thoughtful customer journey.

- New CMOs can’t do everything on their agenda. They should be careful about what they promise and focus on those things that will have the largest impact.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 11, 2019
Why Marketing Matters with Jon Miller, CEO and Co-Founder of Engagio
36:32

Jon Miller could be doing anything. A successful entrepreneur who sold his first startup for nearly $5 billion, he doesn’t have to work if he doesn’t want to. And yet Jon has returned to the task of innovating the field of marketing with his last startup, Engagio. 

What is it about marketing innovation that keeps Jon coming back for more? On this episode, Jon answers that questions, and talks about the process of category creation, the future of marketing innovation, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2qp7G5Y

LinkedIn: linkedin.com/in/jonmiller2

Twitter: twitter.com/jonmiller

Website: www.engagio.com

 

3 Key Takeaways:

- Marketers don’t necessarily need to be involved in a social cause to find meaning in their work. They can find meaning in facilitating value-creating transactions.

- More than most other functions, marketers need to earn respect and prove their impact.

- According to Jon, two of the biggest marketing trends of the future will be a return to storytelling and the CMO taking full ownership of the customer experience.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 06, 2019
Building a World-Class Network with Karen Wickre, Author of Taking the Work Out of Networking
01:04:19

They say who you know is as important as what you know, and that’s as true for marketers as it is for anyone else. So how can marketers go about creating world-class networks? To find out, we talked to Karen Wickre, author of Taking the Work Out of Networking: Your Guide to Making and Keeping Great Connections. Karen has an extensive background in both networking and marketing, having served as the Editorial Director at Twitter and the Senior Media Liaison for global communications and public affairs at Google

On this episode of Marketing Trends, Karen shares insights from her book, talks about best practices for networking, and also shares some insights about content marketing and marketing leadership.

 

Links:

Full Notes, Links, & Quotes: http://bit.ly/2WHMlkj 

Karen’s Twitter: twitter.com/kvox

Karen’s LinkedIn: linkedin.com/in/karenwickre/

Taking the Work Out of Networking: http://bit.ly/2r4npHI

 

3 Key Takeaways:

- Your network is your currency. If you don’t have connections you won’t achieve success, even if you are personally brilliant.

- Networking isn’t just about making direct connections for yourself, it’s also about connecting others who can help each other.

- Deep connections are important, but “keeping in light touch” is also a crucial component of any networking strategy.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 04, 2019
Turning Customers Into Fans with Eric Solomon, Fractional CMO at Blackbird
46:29

Every business has customers. But what makes a brand truly powerful is not having customers, but having fans. So how does a brand acquire fans? To find out, we talked to Eric Solomon, Fractional CMO at Blackbird. Eric has a PhD in psychology and a long track record of helping brands connect with their audiences. On this episode, Eric also talks about customer-centricity, building a community, and best practices for great storytelling.

 

Links:

Full Notes & Quotes: http://bit.ly/2JucYDR 

Eric’s LinkedIn: http://bit.ly/2oT257z

BlackBird: http://bit.ly/2Bxe5ht

 

3 Key Takeaways:

- Brands need to be focused on the long term. They can’t lose sight of long-term relationships just for the sake of hitting short-term metrics.

- You can’t keep the same strategy and just move it to a new channel. For example, digital video required a completely new strategy from television advertising.

- Most brands do not aim to simply be a platform. They aim to be synonymous with what they are selling ie. Spotify aims to be synonymous with sound.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Nov 01, 2019
The Value of the Human Experience with Amelia Dunlop, Chief Experience Officer of Deloitte Digital
38:24

As marketers, we strive to speak to consumers’ deepest desires and values. But how can we do that if we don’t even know what those values are? On today’s episode of Marketing Trends, we spoke to someone who is trying to discover and measure those values.

Amelia Dunlop is the Chief Experience Officer for Deloitte Digital and the leader of the US Customer Strategy and Applied Design practice for Deloitte Consulting. On this episode, she explains how marketers can tap into consumers’ values to create more human experiences, earning long-term loyalty and trust in the process.

 

Links:

Full Notes & Quotes: http://bit.ly/3225Gxo 

Amelia’s LinkedIn:  http://bit.ly/2oSPFMZ

Amelia’s Twitter: http://bit.ly/32PGNGk

Deloitte Digital: http://bit.ly/2Pd0lRc

 

3 Key Takeaways:

- Companies create human experiences when they treat those they come into contact with as real people, rather than just customers or potential customers.

- Those who create the most human experiences also tend to create the most innovative ideas.

- Human values come down to four essential elements: achievement, belonging, curiosity, and control.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 31, 2019
Taking on Goliath with Daniel Rodriguez, Head of Marketing at Alyce
38:25

Taking on a larger and older competitor can be intimidating. They have more people, money, and resources to throw at you and try to knock you out. But that doesn’t mean it’s impossible. With the right strategy and execution, newer entrants can out-compete and eclipse their larger competitors.

On this episode of Marketing Trends, we talked to Daniel Rodriguez to find out how. Daniel is the Head of Marketing at Alyce. Previously, he served as the VP of Seismic, where he helped it eclipse, and eventually acquire, the previous market leader. In this interview with host Lauren Vaccarello, Daniel also talks about ABM, the importance of consistency, and how to approach new channels.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2MVnWV9 

Daniel’s LinkedIn: linkedin.com/in/drodriguez4/ 

Daniel’s Twitter: twitter.com/dlrdaniel 

Website: alyce.com/

 

3 Key Takeaways:

- When implementing an ABM strategy, it’s not enough to target the right accounts. You need to create an experience that wows your target audience.

- All marketers should think of themselves as innovators or fast-followers when it comes to finding and exploiting new channels.

- Consistency is key. It’s easy to get bored with your messaging when you create it and hear it every day, but your target market hears it far less.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 29, 2019
Growth, Marketing, and Leadership with Katie Bullard, President of DiscoverOrg
36:04

Marketers have many skills and insights that can be valuable to companies at every level of their organization, and not just within the marketing team. So how do marketers make the leap from being marketing leaders to becoming organizational leaders?

To find out, we spoke with Katie Bullard, President of DiscoverOrg. Katie started out as CMO at DiscoverOrg, before quickly transitioning to Chief Growth Officer and eventually to President. On this episode, Katie also discusses why product marketing needs to be rethought, how she evaluates new channels, what to do to be successful as a new CMO, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2pmBEqR 

Katie’s LinkedIn: linkedin.com/in/katiebullard/ 

DiscoverOrg Website: discoverorg.com/

 

3 Key Takeaways:

- Product and marketing are inextricably linked because new products need to meet customer needs that can be identified by marketing.

- As a new CMO it’s important to get quick wins, but also to be realistic and honest that everything is not going to happen right away.

- Focus on having really great relationships with your peers and establishing open communications between marketing and other departments.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 28, 2019
Improving Customer Loyalty through Rewards Programs with Leslie McNamara, Managing Director & CMO, Citi Retail Services
47:05

Rewards programs can shape consumer behavior, increase customer loyalty, grow revenue, and improve customer satisfaction. But effectively implementing a successful rewards program is much easier said than done. To find out more about the best practices in this important field, we spoke with Leslie McNamara, Managing Director & CMO of Citi Retail Services.

On this episode, she talks about why payment and rewards programs are so effective, how to effectively plan and execute them, what the future will hold for such programs, and much more.

 

Links:

Full Notes & Quotes: http://bit.ly/2qG63AN

Leslie’s LinkedIn: linkedin.com/in/lesliemcnamara 

Citi Retail Services: citiretailservices.com/

 

3 Key Takeaways:

- Customer payment and customer loyalty programs allow you to make in-person shopping a more data-rich environment and help you be more effective with your targeting and promotions.

- Integrating your in-person and online shopping experiences is essential for an effective payment and rewards system, and will create a more cohesive brand experience.

- Sales reps form the front lines and determine much of how your brand will be perceived. They need to be highly educated when it comes to payment and loyalty programs.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 25, 2019
Leveling Up Analyst Relations with Andrew Lochart, Sr. Director of Product Marketing at Unisys
52:14

The right analyst report can make a product marketer’s career. So how can a marketer make sure that analyst relations is something that works in their favor? To find out, we brought in Andrew Lochart Senior Director of Product Marketing at Unisys. Andrew has helped numerous organizations grow exponentially with his product marketing and analyst relations know-how.

In two years with Unisys, he has led eight major product launches and developed 12 major campaigns, driving $1.5B in pipeline. On this episode, he shares some of his keys for taking analyst relations to the next level.

 

Links:

Full Notes & Quotes: http://bit.ly/2N5vF1C

Andrew’s LinkedIn:  http://bit.ly/2P9QxaD

Andrew’s Twitter: http://bit.ly/2qznbIp

Unisys: http://bit.ly/2Jf2IiJ

 

3 Key Takeaways:

- Transparency within marketing is the key to success. Know what you're good at, what you’re bad at, and be honest about it.

- Hitting the upper-right corner of the “magic quadrant” should be a symptom of success, not your primary aim.

- When it comes to marketing, the relationship you have with your analysts is every bit as important as the relationship you have with the consumers.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 24, 2019
Scaling an Amazon Strategy with Kiri Masters, Founder and CEO of Bobsled Marketing
37:10

Amazon is becoming an ever-larger part of the distribution and marketing strategies for more and more brands. So how can brands optimize their presence on this e-commerce giant? To find out, we talked to Kiri Masters, founder of Bobsled Marketing, a digital agency committed to helping brands of all sizes grow and protect their Amazon marketplace channels.

On this episode of Marketing Trends, Kiri talks all things Amazon. She shares which brands should and shouldn’t be selling through Amazon, what the latest update and trends are with the platform, how to think about developing an effective Amazon strategy, and much more.

 

Links:

Full Notes & Quotes: http://bit.ly/2JaZPiO 

Kiri’s LinkedIn:  http://bit.ly/2qsTatV

Kiri’s Twitter: http://bit.ly/2nUlEvw

Bobsled Marketing: http://bit.ly/31yHrqE

 

3 Key Takeaways:

- To successfully scale on Amazon, you must have a team approach to it, not just a single Amazon pro.

- Brands need to take a realistic look at whether their product has strong enough customer relationships to warrant a direct-to-consumer approach or whether they should consider distribution on Amazon.

- Amazon isn’t just a distribution platform, it’s also a search-engine where consumers go to look for physical products.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 22, 2019
Marketing: The Story of People with Travis Chambers, Chief Media Hacker and Founder of Chamber.Media
50:20

Many advertising agencies believe that sexy is what sells in today's marketplace, but Travis Chambers, Chief Media Hacker and Founder of Chamber.Media, takes a different approach. He believes that understanding and relating to the audience is what makes a good advertising campaign: "We all want to be working on the cool, sexy thing." Travis says. "But I've seen some of the stuff that's not very sexy do really well. It's all about performance".

On this episode of Marketing Trends, Travis sits down with Ian Faison to discuss his philosophy about what makes a marketing campaign great and how Chamber.Media differentiates itself from the competition. Travis discusses virality and social media, and also how to integrate these new forms of marketing with more traditional campaigns.

 

Links:

Full Notes & Quotes: http://bit.ly/2qqELhO

Travis’s LinkedIn: http://bit.ly/2MrQ4yD

Travis’s Twitter: http://bit.ly/2VTZar6

Chamber.Media: http://bit.ly/33HGVrx

 

3 Key Takeaways:

- Marketing is not always about what is sexy; it’s about connecting with and relating to the audience.

- Social ads are a great way to reach your target audience, but they’re not the only way and should be used in the context of a wider campaign.

- The biggest challenge in marketing is making people care about ads. Emotion is the key to accomplishing this.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 21, 2019
CMO Roundtable: Getting Started and SaaS Marketing
59:55

This episode of Marketing Trends features a CMO roundtable with Meagen Eisenberg, Harsh Jawharkar, and Thomas Butta of TripActions, Atlassian, and SignalFx, respectively. They discuss how to succeed as a new CMO, the future of SaaS marketing, how to work with a board of advisors, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/32ux206

Meagen’s LinkedIn: linkedin.com/in/meageneisenberg

Harsh’s LinkedIn: linkedin.com/in/harsh/ 

Tom’s LinkedIn: linkedin.com/in/tombutta/

TripActions Website: tripactions.com/

Atlassian Website: atlassian.com/ 

SignalFx Website: signalfx.com/

 

3 Key Takeaways:

- When starting as a new CMO, don’t come in with an agenda or preconceived notions about what you should do. Be open to suggestions and feedback.

- In a SaaS environment, it’s crucial to be tightly aligned with your CFO so you can plan, understand, and justify acquisition strategies.

- Whether joining them or forming them, advisory boards are a great way to gain exposure and form a community.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 18, 2019
Branding and Customer Experience with Nick Ragone, SVP, CMO, & CCO of Ascension
36:58

Rebranding is never easy, even under the best circumstances. And Nick Ragone was not facing easy circumstances. When he took over as the CMO of Ascension, he was tasked with taking dozens of individual healthcare providers and bringing them all under a single brand to form the largest non-profit health system in the United States.

On this episode of Marketing Trends, Nick tells us how he pulled this off and what it taught him about branding and marketing leadership.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/33HOpe2 

Nick’s LinkedIn: linkedin.com/in/nick-ragone-383989/ 

Nick’s Twitter: twitter.com/nickragone2 

Ascension Website: healthcare.ascension.org/

 

3 Key Takeaways:

- If you’re going to rebrand, it needs to start internally first. It can take years to build that internal buy-in, but it's absolutely necessary.

- Great marketing needs to have pull-through. It can’t just be creative for creativity’s sake; it needs to present a solution to a legitimate market need.

- “A brand is a promise. A great brand is a promise kept.”

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 17, 2019
Building and Sharing a Brand Story with Ryan Carlson, CMO of Okta
51:58

Ryan Carlson is Chief Marketing Officer at Okta. As the head of Okta's Marketing team, he oversees Product Marketing, Corporate Marketing, Demand Generation, Sales Development and Pipeline Strategy and Operations. Amidst all those demands, what does he make his primary focus? Getting the world to know, love, and share the Okta story.

On this episode of Marketing Trends, Ryan talks about how to tell an effective brand and product story, how to bring customer insights into your organization, why you should build a team of mentors, and much more.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/32kAf2n

Ryan’s LinkedIn: linkedin.com/in/ryancarlson

Ryan’s Twitter: twitter.com/ryantcarlson

Okta Website: okta.com

 

3 Key Takeaways:

- A marketing leader’s job is not only to carry an organization’s message to the outside world, but also to carry the attitudes, needs, and responses of the market back to the organization.

- Successful brands shouldn’t be afraid to express a strong viewpoint. That viewpoint should be true to who the brand is and relate to their core messaging.

- When working with analysts and influencers, it’s better to get started right away. Effective analyst relations programs take a while to bear fruit.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 15, 2019
The Inside Story with Lauren Weinberg, Global Head of Marketing at Square
27:21

Square might have started as a simple point of sale app for business owners, but in recent years it has grown to be so much more. With an incredible range of products that offer business solutions of all kinds, Square has been infiltrating new markets every day. 

There are many reasons Square has been so successful, and one of them is excellent marketing. As the Global Head of Marketing for Square, Lauren Weinberg has had a lot to do with that. 

Most marketers will tell you that storytelling is one of, if not the most important aspects of a good marketing campaign. Lauren and Square take that belief to heart and insert meaningful and impactful stories into everything they do. And the goal is always the same: “Everyone's here to make tools and services to make it easier for small business owners to succeed,” Lauren says. “It just really is in the DNA of everything that we do.”

On this episode of Marketing Trends, Lauren explains that ethos to Mission CEO Chad Grills and dives into the details of how her team injects storytelling into their marketing campaigns. On social, in editorial, and even through a new video series and a foray into podcasting, Lauren is leading an expansion of marketing at Square and she’s excited to share it all.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/33wdF7i 

Lauren’s LinkedIn: linkedin.com/in/laurenweinberg13

Lauren’s Twitter: twitter.com/WeinbergLauren

Square Website: squareup.com/us/en

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 14, 2019
Becoming a Generalist with Rebecca Corliss, VP of Marketing at Owl Labs
40:15

When Rebecca Corlis first started building her marketing team at Owl Labs, she realized that the first type of employees she needed were generalists. The marketing needs of her company changed so much from day to day that he needed people who could learn quickly and answer the call no matter what was thrown their way.

Rebecca is also a generalist herself. Having worked in a variety of capacities and industries, she has built up skills that span a variety of roles. On this episode of Marketing Trends, Rebecca talks about how to become a generalist, and also how to find and hire them.

 

Links:

Full Links, Quotes, & Notes: http://bit.ly/2VxCU68 

Rebecca’s LinkedIn: linkedin.com/in/rebeccacorliss/

Rebecca’s Twitter: twitter.com/repcor

Owl Labs: owllabs.com/

 

3 Key Takeaways:

- Early in a company’s lifecycle, it’s important to hire generalists who can adapt to changing circumstances.

- Grit and adaptability are key attributes in becoming an effective generalist.

- It’s also crucial to find a great mentor who can teach you and who believes in you.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 11, 2019
Getting a Master’s Degree in ABM with Daniel Englebretson, Director of Growth Marketing and Demand Generation at Phononic
01:08:20

When Daniel Englebretson took a role with Phononic, he did so specifically with a mind toward “getting a master’s degree in ABM.” Now, two years later, he has used his time to learn how to use ABM to drive exponential growth.

On this episode of Marketing Trends, Daniel shares why ABM is so effective, his best practices for getting the most out of an ABM strategy, and much more.

 

Links:

Full Notes & Quotes: http://bit.ly/2ImenLZ 

Daniel’s LinkedIn: http://bit.ly/30CFRU4 

Daniel’s Twitter: http://bit.ly/2naOFTk  

Phononic: http://bit.ly/30O4D3P 

 

3 Key Takeaways:

- ABM is the strategy, not the tactic. How you reach people can change, but the idea of focusing on a few key accounts is fundamental to ABM.

- Daniel uses the TEAM framework for ABM: Target, Engage, Activate, and Measure.

- Different ABM strategies will focus on a different step in that TEAM framework, depending on the needs of the company implementing it.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 10, 2019
Mastering Partnership Marketing with David Yovanno, CEO & Director of Impact
44:24

In today’s noisy digital environment, breaking through and being heard is more difficult than ever. Many marketers ratchet up the number of exposures or the shock value of their messaging in an effort to cut through the noise. But according to David Yovanno, CEO & Director of Impact, there is a much easier and more effective way: partnership marketing.

On this episode of Marketing Trends, David explains what partnership marketing is, how to use it most effectively, and why it leads to larger reach, improved efficiency, and better results.

 

Links:

Full Quotes & Mentions: http://bit.ly/2lB6Vol

David’s LinkedIn: http://bit.ly/2mQapTV

David’s Twitter: http://bit.ly/2mIVZoI

Impact: http://bit.ly/2lOE4gi

 

3 Key Takeaways:

- A partner is somebody who has a trusted first-party relationship with a customer or with an audience that somebody else wants to acquire as a customer.

- Many people no longer trust paid advertising; they want to find trusted advice and do their own research. Partnership marketing is a great way to get third-party validation.

- Managers and executives need to understand how to execute effectively on partnerships or risk being left behind.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 08, 2019
Rethinking the Customer Journey with Judd Marcello, EVP of Global Marketing at Cheetah Digital
42:17

A lot of ink has been spilled about the idea of creating a great customer journey. But according to Judd Marcello, EVP of Global Marketing at Cheetah Digital, creating a customer journey is impossible in today's digital world. You simply can't dictate how a customer will come to your brand and go through the buying process.

On this episode of Marketing Trends, Judd explains why marketers should instead focus on observing consumer behavior and responding to it. He also talks about coming up with unique, effective customer loyalty programs, his best advice for a first time head of marketing, and much more.

 

Links:

Full Notes, Quotes, & Links: bit.ly/2n0ZXtv

Judds’s LinkedIn: linkedin.com/in/juddmarcello/

Judd’s Twitter: twitter.com/juddmarcello

Cheetah Digital: cheetahdigital.com

 

3 Key Takeaways:

- Customer journeys can't be dictated to the consumer. Instead, marketers should think about observing customers' behaviors and facilitating a great experience from there.

- In order to be successful, customer loyalty programs need to offer unique value. It isn't enough to offer a points program that looks like every other customer loyalty program out there.

- Every action you take reflects your brand. Everybody in the company is responsible for loyalty, and it will be reflected in everybody's actions.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 07, 2019
Creating a Unified Customer Journey with Susan Campbell, Marketing Group Manager at Panasonic USA
20:44

When Susan Campbell first started creating content for Panasonic USA, it was mostly just email pieces that stood on their own. But as she went deeper into developing content, she realized how much more powerful it could be when it was integrated with what everyone else on the marketing team was doing.

As Marketing Group Manager, she now is in a position to make sure that communications, SEO, email marketing, social media, and every part of her marketing organization is aligned behind the content marketing strategy and sharing the same key messages. On this episode of Marketing Trends, she shares how alignment can lead to a unified customer journey and better results.

 

Links:

Full Notes & Quotes: http://bit.ly/2oMRfzy 

Susan’s LinkedIn: linkedin.com/in/susankaycampbell

Susan’s Twitter: twitter.com/suekaycampbell

Panasonic USA: https://na.panasonic.com/us/

 

Key Quotes:

“It wasn't until we came together as an internal group and our agency partners came out of our silos and said, 'let's work across the customer experience and focus on the customer,' that we really started to see content be that fuel.”

“Getting into content marketing and having a deeper knowledge of what our customers are going through has helped us develop more content. Because, once you get into that storyline and you understand your customers' job, there is so much more to write about.”

“If we want to be integrated marketers and have a unified customer journey, we had to be an integrated marketing team regardless of what organization structure existed.”

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 04, 2019
The Meaning of Brand with Seth Farbman, Former CMO of Spotify (Part 2)
42:18

What is a brand? According to Seth Farbman, former CMO of Spotify, it isn’t “a logo, or the name of the company, or anything marketing owns.” To Seth, your brand is “everything you do and say and make.” 

In part 2 of our interview with Seth, he talks about how he helped Spotify develop its brand identity. He also talks about customer-centricity, user experience, working with artists, and much more.

 

Links:

Full Notes & Quotes: http://bit.ly/2ou4IvU 

Part 1: bit.ly/2lYNgP2 

Seth’s LinkedIn: https://www.linkedin.com/in/sfarbman/

Seth’s Twitter: https://twitter.com/sethfarbman

Spotify: https://www.spotify.com/us/

 

Key Quotes:

- “Brand is not a logo. It's not the name of the company. It's nothing marketing owns. Brand is simply an aggregation of everything you do and say and make.”

- “My challenge to that team was extreme creativity. It was to push us forward, to take risks. You know, I had one new creative who said, 'I don't understand where the line is.' And I said, 'Neither do I. We'll cross it, we'll get the shit out of us for a day, and then we'll know where the line is.'"

- "You need your work to be so interesting that it does not feel like marketing and people share it."

- “I'm excited to be able to return without apology to the original purpose of marketing, which is to let people dream, and to give people hope and to help them identify what's important to them in their lives.”

“Hire really, really good people and the rest will take care of itself.”

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 02, 2019
Brand, Trust, and Transformation with Seth Farbman, Former CMO of Spotify (Part 1)
01:06:35

As a marketer and entrepreneur, Seth Farbman has helped to shape and transform some of the most recognizable brands. Seth Farbman was the former chief marketing officer for Spotify, the world's largest music-streaming service. He had overall responsibility for the Spotify brand, the customer experience, and all marketing and external communications worldwide, across more than 50 countries and with a customer base of more than 75 million.

Before Spotify, Seth was the CMO for Gap, driving a turnaround that increased the company's share price almost threefold. He was also the co-founder and president of OgilvyEarth. Farbman was named one of Forbes's 10 Most Influential CMOs in the World and one of the Top 50 Most Creative People by Ad Age.

On this episode, Seth shares some of the lessons he has learned during his career, including how to build a brand that connects emotionally and establishes trust with people, and how to lead a brand transformation.

 

Links:

Full Notes & Quotes: bit.ly/2lYNgP2

Seth’s LinkedIn: linkedin.com/in/sfarbman/

Seth’s Twitter: twitter.com/sethfarbman

Spotify: spotify.com

 

Key Quotes:

- “I do feel like the imposter, I do feel like I'm unqualified.  But that makes you try harder. It makes you focus more and learn faster."

- “It's about discovery. That's the best service that you can give to people in a highly complicated world. There's no shortage of information out there."

- "I just didn't understand why we insisted on calling our audience 'users.' It feels like you're there to get value from them. So we just changed names to call them fans and suddenly you want to be closer to them. You understand them better. You want to feel their fandom."

- “And people often ask, 'well, where do you start? How do you look at the data?' But sometimes it's the simple things"

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Oct 01, 2019
Live from Israel: G-CMO Roundtable
53:52

We live in a world that is more connected than ever before. That means that more marketers are able to make a global impact, even if they aren't working in New York, Los Angeles, or San Francisco. On this episode of Marketing Trends, we host our first global CMO roundtable and hear from some of those marketers who are having a big impact even though they're located in a small country.

For this roundtable, we hosted three members of G-CMO, an organization that connects Israeli heads of marketing and growth. Those three people are Efrat Fenigson, Co-Founder of G-CMO, Matti Yahav, CMO of SodaStream, and Tamir Jerby, VP of Growth at Lemonade.

On this episode, they talk about the unique advantages and challenges of leading a global marketing team from a smaller market, the marketing environment of Israel in particular, their favorite campaigns, and much more.

 

Links:

Full links, notes, and quotes: http://bit.ly/2mfz44q

Learn more about G-CMO: https://youtu.be/XBWqUCpCfDo

Efrat’s LinkedIn: linkedin.com/in/efrat

Matti’s LinkedIn: linkedin.com/in/mattiyahav

Tamir’s LinkedIn: linkedin.com/in/tamirjerby

Lemonade: lemonade.com

SodaStream: sodastream.com

  

3 Key Takeaways:

- Brands that start in smaller markets and want to go global need to have strong partnerships with very capable teams in local markets.

- Creating a community where members can share best practices and offer support is an invaluable resource and creates a lasting advantage for all those involved.

- Create such a strong brand identity that you would be willing to promote your competitors' attack ads because they say something about what your brand stands for.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 30, 2019
From Zero to IPO with Brian Rothenberg, Partner at defy.vc
41:00

Finding exponential growth is the dream and goal of every startup. It’s also extremely difficult. On this episode of Marketing Trends, we talked with an expert in startup growth about what it takes to achieve liftoff. Brian Rothenberg is a partner at the venture capital firm defy.vc and a veteran of startup marketing himself. He previously served as the Head of Growth and GM at Eventbrite and the Co-Head of Marketing at TaskRabbit.

On this episode, Brian talks all about how growth needs to evolve at every startup stage, including how to find product/market fit, scaling, and creating durable growth.

 

Links:

Notes & Quotes: http://bit.ly/2mVRkzI

Brian’s LinkedIn: linkedin.com/in/brianrothenberg/

Brian’s Twitter: twitter.com/bmrothenberg

Defy: defy.vc/

  

3 Key Takeaways:

- Growth marketing looks different at different stages for a startup. Effective entrepreneurs need to learn to adapt and change as their company grows.

- In the first stages, marketing should be focused on experimentation and finding product-market fit.

- After that comes finding the most effective marketing channels and optimizing those channels.

  

Bio:

Brian is an Investment Partner at Defy.vc. He previously worked at Eventbrite as the VP of Growth and GM of their self-service business/product. He helped to scale Eventbrite’s business to several billions of dollars in annual transactions across 180+ countries around the world.

Before Eventbrite he was Co-Head of Marketing at TaskRabbit where he helped to 3x their core business volume and co-authored the strategy that led to TaskRabbit’s successful pivot to a more tightly-managed marketplace. He joined TaskRabbit via acquisition of his own company, SkillSlate, which he co-founded and ran product and marketing for.

Brian started his career as a Product Manager for Yahoo!’s marketplace businesses where he was focused on consumer product, SEO, conversion optimization, traffic acquisition, and any other growth lever he could find.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 26, 2019
Getting to Know Your Target Market with Marie Rosecrans, SVP of SMB Marketing at Salesforce
38:37

As a marketing leader, getting to know your target market is crucial. Marketers who know and understand their customer-base are able to unlock exponential growth. So how can marketers get in sync with those they seek to reach? To find out, we talked to Marie Rosecrans, SVP of SMB Marketing at Salesforce.

On this episode of Marketing Trends, Marie also talked about how to build a great marketing team, her favorite ad campaigns, and much more.

 

Links:

Full Notes & Quotes: http://bit.ly/2m6XmNz

Marie’s LinkedIn: http://bit.ly/2lOXi5e

Marie’s Twitter: http://bit.ly/2kv5V4F

Salesforce: https://sforce.co/2lLV86l

 

 

3 Key Takeaways:

- Surrounding yourself with a great team is one of the most important things you can do as a leader.

- “You absolutely have to know who your customer is, in and out. Don't bother with any marketing - don't spend a penny - until you've done that.” - Marie Rosecrans

- Consider showcasing your customers and promoting their successes.

  

Bio:

As senior vice president of SMB marketing at Salesforce, Marie Rosecrans focuses on empowering small and medium businesses with the tools and resources they need to grow. Before joining Salesforce in 2008, she held positions in customer support, professional services, product marketing, and program management at Oracle, Peoplesoft, Evolve, and Primavera. Marie lives in the San Francisco Bay area and enjoys hiking and traveling with her husband and family.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 25, 2019
CMO Roundtable: A Practical Guide to Your First 90 Days as CMO
01:05:03

There have been Marketing Trends episodes about how CMOs should approach their first 90 days on the job. But on this episode, we talk with someone who is actively going through it. Lauren Vaccarello was named CMO of Talend just before this episode was recorded. Across the roundtable, we had Thomas Butta, who has served as CMO multiple times and currently serves as CMO of SignalFx.

On this episode, Tom and Lauren dive deep into how to succeed as a new CMO. They also talk about real-time analytics, leadership, giving feedback, and much more.

“Not only is your job to help position your company in a way that you can guide your customers to where they need to go, but I think you also need to be a coach, a mentor, and a guide to your team.” - Tom Butta

 

Links:

Full Notes & Quotes: http://bit.ly/2mEkgw4

Tom’s LinkedIn: linkedin.com/in/tombutta

Tom’s Twitter: twitter.com/thomasbutta

SignalFx: signalfx.com

Lauren’s LinkedIn: linkedin.com/in/laurenvaccarello

Lauren’s Twitter: twitter.com/laurenv

Talend: talend.com

 

3 Key Takeaways:

- When you’re first getting started as a CMO, talk to everyone and get their perspectives. This includes your team, customers, your peers in other functions, and even industry analysts.

- It’s important to balance getting short-term wins like feeding leads to sales, with long-term initiatives like category development and positioning.

- Take the time to offer in-depth, meaningful feedback. It saves you time in the long run as your team learns to do things according to your preference.

 

 

Bios:

Thomas Butta is the CMO at SignalFx. As a marketing leader and brand strategist, Tom has helped some of the world’s most successful enterprise SaaS companies in rapidly-changing categories achieve the coveted positions of thought leader and trusted guide to the Fortune 2000. Prior to SignalFx, Tom was CMO at Sprinklr, consultant-in-residence at Andreessen Horowitz, and CMO of AppNexus, NICE Systems, PTC, and Red Hat. Tom is a Board Director at YSA.org, and Advisor to Airship, Gigster, Kustomer, and Teampay.

Lauren Vaccarello is the CMO of Talend. Previously she served as the VP of Marketing at Box and has also held executive marketing roles at AdRoll and Salesforce. Regarded as an expert in B2B digital marketing, Lauren has written two industry-leading books, “Complete B2B Online Marketing,” and “The Retargeting Playbook.” She has also received numerous awards for her work, including “Top 50 Women in Revenue” and San Francisco Business Times’ “Most Influential Women in Business.”

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 24, 2019
Making Social a Core Marketing Strategy with Jamie Gilpin, CMO of Sprout Social
48:09

Social media has revolutionized the world. It has changed the way people communicate with each other, get their news, organize groups, and spend their time. But according to Jamie Gilpin, CMO of Sprout Social, too many marketers are treating this revolutionary innovation like it's nothing more than another advertising channel. On this episode of Marketing Trends, Jamie explains why more marketers need to make social a core part of their marketing strategy, and how doing so can lead to greater insights, better customer connection, and faster growth.

“I think social media is, in many ways, our chance as marketers to be that clear mirror for the organization to provide customer insights that most departments don't have.”

 

Links:

Full Notes & Quotes: http://bit.ly/2m0PQnt 

Jamie’s LinkedIn: linkedin.com/in/jamiegilpin/

Jamie’s Twitter: twitter.com/jamiewo

Sprout Social: sproutsocial.com

 

5 Key Takeaways:

- Social media was invented as a way to communicate, and it should be used as such. It should be used both for mass communication and for one-on-one communication.

- Social is a great resource for discovering insights about your customers and your market. 

- Brands should carefully analyze the way they communicate on social and the type of messaging they send, just like they would on email, live chat, or any other channel.

- B2B marketers should also take advantage of social. Social media is a place where consumers come not only to be entertained, but also to be educated, and educational content works well in a B2B context.

- As social becomes a core part of not only marketing strategy, but a brand's strategy as a whole, the company gets closer to the consumer, creates better products, and finds more success.

 

Bio:

Jamie Gilpin is the Chief Marketing Officer at Sprout Social. Previously, Jamie was Chief Marketing Officer at Envoy, and before that was the VP of Marketing and Branding at CareerBuilder.

 

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 20, 2019
Marketing the Future of Cities with Jessica Burton, Global Surveillance Portfolio Marketing Manager at Seagate Technology
26:30

Innovations in technologies like cameras, IoT sensors, and AI have enabled the rise of new connected smart cities. But according to Jessica Burton, Global Surveillance Portfolio Marketing Manager at Seagate Technology, the real backbone of that technology infrastructure is data storage. On this episode of Marketing Trends, Jessica tells us how she is educating system integrators and solution architects about the importance of hard drives and how they can enable smart city innovations.

Links:
Full Notes & Quotes: bit.ly/2kc9YT1
Jessica’s LinkedIn: https://www.linkedin.com/in/jessicawilloughby/ Jessica’s Twitter: https://twitter.com/storagegal_sv
Seagate: https://www.seagate.com/ 

5 Key Takeaways:
- “In this space, there's so much technology right now. You're talking about everything from cameras to AI software that's simplifying and expanding the whole scope of what surveillance means. It's beyond just security and catching the bad guy these days. It's optimizing your business based on the learnings that you have from your surveillance footage on how to place products within your store or to optimize manufacturing processes.” - Jesica Burton
- Smart cities are being enabled by the convergence of multiple technologies including 5G, low-cost high-resolution video cameras, and traffic sensors. All these technologies create data that needs to be stored.
- “The world is changing for smart cities; capabilities are increasing, but at the same time, costs are significantly decreasing.”—  Jesica Burton
- When dealing with customers, Jessica addresses the fact that there is the right drive for the correct application. Not all storage is created equal.
- “At the end of the day, it comes down to understanding who your customer is, but not only understanding who your customer is, but who's making that purchase decision in the buyer's journey." - Jessica Burton

Bio:
Jessica Burton is the Global Surveillance Product Marketing Manager at Seagate Technology, and she has over 10 years of experience in IT storage. Prior to her current position at Seagate, she was the Worldwide Product Marketing Manager for Hewlett Packard Enterprise, working on the storage, server and cloud portfolios. She also previously worked for HP as the Global Business Planning and Product Manager.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 19, 2019
Building a World-Class Brand with Michael Mendenhall, SVP, CMO, & CCO of TriNet
50:49

What does it take to build a world-class brand? Many marketers aspire to it, but few are ever able to actually participate in building one of the top brands in the world. However, Michael Mendenhall has had the opportunity a number of times. As a senior marketer at Disney, he was able to learn from great brand builders like Michael Eisner, Bob Iger, and Steve Jobs. And as a multi-time CMO, he has had opportunities to perfect the craft of building a brand from the top.

Now Michael is bringing that expertise to TriNet, where he serves as Senior Vice President, Chief Marketing Officer/Chief Communications Officer. On this episode, Michael opens up his playbook and talks about how to build a world-class brand. He also discusses how to manage a marketing team, why communications should sit with marketing, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2kQA527
Michael’s LinkedIn: http://bit.ly/2mlZQYJ 
TriNet: www.trinet.com 

5 Key Takeaways:
- “I've always built a team, not as if it's a marketing team as much as it’s a team that’s all about content. It's all about our narrative. It's about the focus and consistency of the narrative.” - Michael Mendenhall
- CMOs should focus more on driving meaningful engagement than on pure volume metrics.
- Communications is pivotal to marketing, and senior marketers should aspire to have supervision over the communications function and team.
- “One thing I learned from Steve [Jobs] is simplicity of message and focus. Don't get distracted in your messaging and communications.” - Michael Mendenhall
- Your brand is precious. If you aspire to be a world-class brand, don't allow yourself to put out anything that isn't world-class.

Bio:
Michael Mendenhall joined TriNet in March 2018 as Senior Vice President and Chief Marketing Officer/Chief Communications Officer. He leads all marketing and communications functions, including messaging, branding, advertising, demand generation, product marketing, and corporate communications.

Michael is a marketing and technology veteran with extensive leadership experience. Prior to TriNet, he most recently served as IBM’s Chief Marketing Officer and Chief Communications Officer for IBM Watson and IBM Cloud, leading all marketing and communications strategies for both business areas.

Prior to IBM, Michael was the Chief Marketing Officer and Chief Communications Officer at Flex. Michael also served the Executive Vice President and Chief Marketing Officer at Fusion-io, where he helped transform its brand positioning and product alignment prior to its acquisition by SanDisk. Before Fusion.io, Michael served as the Senior Vice President and Chief Marketing Officer at Hewlett-Packard and spent 17 years at the Walt Disney Company, where he rose to President of Marketing and Synergy for Walt Disney Studios and Executive Vice President of Global Marketing for Disney Parks and Resorts.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 17, 2019
Creating a Movement with Kris Bondi, CMO of LogDNA
54:36

What is the difference between solid companies and those that dominate their industry with exponential growth? According to Kris Bondi, CMO of LogDNA, it's the ability to create a movement. On this episode of Marketing Trends, Kris explains why creating a movement is so powerful and how to do it. Kris also talks about her best advice for first CMOs, best practices for creating growth at startups, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2kCB4TE
Kris’s LinkedIn: http://bit.ly/2lI2l7g
LogDNA: http://bit.ly/2k6RIdK

5 Key Takeaways:
- “I think you need to be passionate about mentoring a team because that's the only way you're going to be successful, is by having people who want to come along on the journey with you.” - Kris Bondi 
- It’s important to highlight that marketing isn’t running everything. Don’t forget to shed light on your c-suite partners and sales team, too.
-  Marketers can't create messaging and think they're done. It's important to follow through and focus on generating leads, opportunities, and ultimately sales.
 - “I think a company can be successful without creating a movement. I no longer think a company can be wildly successful without creating a movement or if they can, it will be for only a period of time.” - Kris Bondi 
- “It's no longer us and them. It's more of we're all in this together, we're all going along on this journey and you can buy things from me along the way, but we're all going on this journey and if we end up that you are not buying from me, you still will learn things along the way. You can still get excited.” - Kris Bondi

Bio:
Kris Bondi is currently the CMO of LogDNA, a company that empowers organizations with a fast, scalable, secure way to centralize machine data, gain real-time insights, and pinpoint issues.

She is an international marketing professional with 20+ years of experience and an expertise in product and brand positioning, GTM, and building hockey stick pipeline. She has led marketing at multiple startups and technology companies, including Neura and Bitnami. In addition, Kris is a frequent presenter and writer on new technology, business growth, and marketing strategies.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 16, 2019
Mastering CMO Leadership with Heidi Melin, CMO at Workfront
41:07

Being a CMO is a tough job, especially in the weeks and months after stepping into a new organization. Few people have mastered stepping into a new CMO role quite like Heidi Melin, CMO of Workfront. Heidi has more than 20 years of senior marketing experience. Previously, she has served as the CMO of Plex Systems, Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft.

On this episode of Marketing Trends, Heidi shares her best practices for taking over as CMO. She also discusses how to optimize work management, how to build a great marketing team, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2lLFEPM
Heidi’s LinkedIn: linkedin.com/in/heidimelin/
Workfront: workfront.com/

5 Key Takeaways:
- To build a category, it's important to focus on the voices that people trust most: Analysts and industry influencers.
- "Look at marketing as an opportunity to ensure that all of your business processes are connected. If you haven't centralized your work process, you're missing a big piece.” - Heidi Melin
- A CMO should focus on three primary objectives: First, developing a strategic plan and cascading goals to the marketing team, second, aligning the budget to those goals, and third, focusing on the actual projects and initiatives.
- “Positioning and developing a brand platform is all about the company. Generally it's led by a marketing team, but frankly, it has to have engagement from across the company in order for it to become real.” - Heidi Melin
- Great talent can be found anywhere. Marketing leaders can look outside the traditional markets to find very capable marketers.

Bio:
Heidi is the CMO of Workfront. Prior to Workfront, Heidi was the CMO of Plex Systems, Inc., where she was responsible for strategy and execution of all marketing efforts. She also previously served as CMO at Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. In addition, Heidi served as a public company board director for Accelrys.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 13, 2019
Combatting Insurgent Brands with Nancy Shah, Senior Brand Marketing Manager at RB
42:01

Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah, Senior Brand Marketing Manager at RB, a conglomerate that produces health, hygiene, and home products under well-known brands like Clearasil, Lysol, Mucinex, and Durex.

According to Nancy, there are tried-and-true strategies for fighting back against insurgent brands and dominating your category. On this episode of Marketing Trends, she lays out those strategies and explains how she has been able to help RB's sexual wellbeing brands maintain their position as category leaders. She also discusses the unique difficulties and opportunities of marketing sexual wellbeing products, her best tips for starting a performance marketing program, and how to break down silos between performance and brand marketing.

Links:
Full Notes & Quotes: http://bit.ly/2kvaqfw
Nancy’s LinkedIn: linkedin.com/in/nancy-shah-mba-5571472a/
RB: www.rb.com/

5 Key Takeaways:
- Effective performance marketing is all about testing and learning.
- "When we capture more data, we can understand the consumer journey and better inform our media buys and content strategy." - Nancy Shah
- To stay relevant, legacy brands need to follow a three-part plan: First, establish robust performance marketing, then drive awareness, and lastly innovate quickly.
- "When you give people the autonomy to test and learn and to work cross-functionally to bring teams together, it drives a lot more business." - Nancy Shah
- Consumer education is a great opportunity to provide value to the consumer and drive exposure for your brand.

Bio:
Nancy Shah is a senior brand marketing manager at RB, leading K-Y & Durex brand strategy with a focus on driving growth through e-commerce, performance marketing, and content strategy. Nancy is a graduate of Rutgers University, where she received her bachelor's degree in finance and economics as well as her MBA.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 12, 2019
Reaching the Transformational Consumer with Tara-Nicholle Nelson, CEO of SoulTour
01:00:03

What do consumers value most? According to Tara-Nicholle Nelson, Founder and CEO of SoulTour, the answer to that question is changing. Tara is the author of "The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser." She is using the findings of her book to empower a number of brands by focusing on their consumers.

On this episode of Marketing Trends, Tara also talks about how she got into marketing, her career journey, what led her to write a book, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2lLo12e
Tara’s LinkedIn: http://bit.ly/2m9gBq5
Tara’s Twitter: http://bit.ly/2lMmkl7
SoulTour:
http://bit.ly/2m8kD1P


5 Key Takeaways:

- Email is not dead. It's still a useful tool and a great way to reach people.
- If your content is not personally relevant to your consumers, they’re going to tune out.
- Everyone thinks they are a marketer because marketing gets a lot of exposure to the world. You need to learn to filter out the noise while still listening to the voices that really matter.
- “One of the most untapped treasure troves of intelligence about customer insights in a company is the sales team.” - Tara-Nicholle Nelson
- “I think that we're all superheroes. I think that human beings all have the ability to have a thought or an idea about a thing that does not exist and then cause that thing to exist.” - Tara-Nicholle Nelson

Bio:

Tara is the founder and CEO of SoulTour and the CEO of Transformational Consumer Insights (TCI), a strategy and customer research firm. TCI creates customer loyalty/engagement, brand, positioning, and content strategies based on research and deep, human insight. Tara also serves as transition coach to a select few transformational leaders. She delights in helping leaders find the shifts and wisdom to release their limiting factors.

Formerly, Tara was the VP, Marketing for MyFitnessPal, now part of Under Armour. During Tara’s tenure, MyFitnessPal grew from 45 million to more than 100 million users. Previously, Tara created content and marketing strategy for brands including HGTV, ING Direct (now Capital One), Eventbrite, Trulia (now Zillow), Lookout Mobile Security and Chegg. She holds Bachelor’s and Master’s degrees in Psychology, and a Juris Doctorate from UC Berkeley.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 10, 2019
Generating Growth through Sales Enablement with John Raguin, CMO of Seismic
38:02

Over the last couple of years, there has been a 118% increase in job openings with sale enablement in the title. Why is this often-overlooked area of marketing exploding? To find out, we talked to John Raguin, CMO of Seismic, a leading sales enablement platform.

On this episode of Marketing Trends, John talks about sales enablement, why it is exploding in importance and popularity, and how mastering it can lead to massive growth. In this interview, John also talks about making “enablement” a word, what being a CEO taught him about being a CMO, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2kqtKKS
John's LinkedIn: https://www.linkedin.com/in/jraguin/
Seismic: https://seismic.com/


5 Key Takeaways:

- "Sales enablement is one of the pieces that bring marketing and sales together." - John Raguin
- Enablement is not a word in any of the major dictionaries, but John encourages everyone to sign their petition to add it to the dictionary so that the sales enablement profession will have a real-world title.
- From being a CEO, John learned, "to let things go and to let people make the best decisions." He also discusses the importance of talking to people without being heavy-handed and letting them "shine."
- "An organization can only do so many things at one time, and you have to accept that certain things aren't going to be done as well as you would like, or not done at all." - John Raguin
- John believes it is important to prioritize those in your pipeline that are closer to closed-won, instead of focusing on one person who isn't ready to cross the line.

Bio:

John is the CMO of Seismic where he leads their global marketing strategy. Prior to Seismic, John was a partner with venture capital firm F-Prime Capital. John also served as CEO and founder of Guidewire Software (NYSE: GWRE) which he led from inception to $150+M in revenue, as well as in management roles at Ariba (acquired by SAP) and MRO Software (acquired by IBM).

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 09, 2019
Marketplace Marketing with Kevin Frisch, CMO of Wag!
48:26

Throughout the entire history of business, marketers have always been concerned with promoting their product or service to buyers. But then a new business model arose: Marketplace-based businesses like Uber and Airbnb not only market to buyers, but to sellers as well. How does this new dynamic change the job of a marketer? To find out, we talked to Kevin Frisch, CMO of Wag!, a marketplace for dog-walking services.

On this episode of Marketing Trends, Kevin talks about best practices for marketplace marketing, his best tips for a first-time CMO, his favorite campaigns he has ever been a part of, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2lW1wrw
Kevin’s LinkedIn: linkedin.com/in/kevinfrisch/
Wag!: wagwalking.com/


5 Key Takeaways:

- For marketplace marketing, it takes time and experience to learn when to apply what tools to grow the marketplace. This includes promotions, acquisitions, and incentives on either side of the marketplace.
- Many companies that you don't think of as marketplace companies have a lot marketplace dynamics, and marketers can learn a lot by thinking of them in that way.
- Market education is a crucial part of developing a marketplace. Education content develops a relationship with potential customers and eases them into the market.
- "In the many, many analyses I've done, getting something wrong with a customer and then fixing it makes them more loyal than if you'd never gotten it wrong in the first place." - Kevin Frisch
- "Companies I've seen where they have the brand team here and the performance marketing team here, they end up just being so disconnected, and so having them sort of unified fairly closely I think is really, really important." - Kevin Frisch

Bio:

Kevin Frisch is the CMO of Wag!, an on-demand dog-walking platform. Kevin joined Wag! from Uber where he served as head of performance marketing and CRM for North America and was responsible for acquisition, engagement, and retention of drivers, couriers, riders, and eaters. Kevin has also served as the CMO of GSN Games and Snapfish, a division of HP.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 06, 2019
Marketing an Ecosystem with Leslie Tom, SVP AppExchange Marketing & Programs at Salesforce
38:40

Most marketers only have responsibility for promoting one brand. A few senior marketers are responsible for a handful of brands. Leslie Tom, SVP of AppExchange Marketing and Programs at Salesforce, has marketing responsibilities for an entire ecosystem.

On this episode of Marketing Trends, Leslie sits down with Ian and Lauren to talk about how she handles this unique challenge, best practices for partner marketing, the top technology trend she’s watching, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2k556iI
Leslie’s LinkedIn: linkedin.com/in/lesliejtom/
Leslie’s Twitter: twitter.com/lesliejtom
Salesforce: salesforce.com/


5 Key Takeaways:

- Partner marketing allows two companies to share the strength of their customer relationships with each other, creating significant growth opportunities.
- Ecosystems provide a larger variety of solutions than a single company ever could, while still maintaining consistency in the customer experience.
- "Trust your gut more. Trust that little voice in your head, especially if you have the experience." - Leslie Tom
- "Be intentional. I think everybody succeeds if they have some intention and purpose in their career." - Leslie Tom
- Artificial intelligence is the technology that is most likely to disrupt how marketers do business in the coming years.

Bio:

Leslie Tom is the senior vice president of AppExchange marketing and programs at Salesforce. She has been named on Computer Reseller News’ (CRN) Power 100: The Most Powerful Women of the Channel list. Prior to joining Salesforce in 2005, Leslie worked in several marketing leadership roles at Siebel Systems and Oracle. Leslie holds a double major in Business and Psychology from San Jose State University.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 05, 2019
Bridging the Equity Gap with Emily Kramer, VP of Marketing at Carta
59:20

Millions of people know about the "pay gap," or the average difference in wage earnings for men and women in the USA and throughout the world. Relatively few people know about the "equity gap," or the difference in ownership stake between men and women who work at early-stage companies. Emily Kramer, VP of Marketing at Carta, is trying to change that.

On this episode of Marketing Trends, Emily talks about the data behind the equity gap and how to address it, driving startup growth, leadership lessons she has learned, how to succeed in a head of marketing role, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2UbWMLu
Emily's LinkedIn: linkedin.com/in/emilykramer/
Emily's Twitter: twitter.com/emilykramer
Carta: carta.com/


5 Key Takeaways:

- Everyone should know what questions to ask and how to negotiate when getting hired, especially women in tech.
- "We're trying to help arm employees who haven't worked at tech companies to understand what's going on, and help level the playing field." - Emily Kramer
- "We need women founders. We need women in earlier positions. We need women in engineering roles because that's where equity is created -- at the beginning." - Emily Kramer
- During the hiring process, don't give your requirements because you may be below where they are coming in. Ask questions, and if they don't have a system, that should be a red flag.
- "Calculate out what you think the possible exit scenarios are and how much you'd get in those situations to compare your multiple offers or what you had before in your previous role. Try to gather as much information possible." - Emily Kramer

Bio:

Emily Kramer has been building Carta's marketing team for the past year and a half as their VP of marketing. Emily joined Carta to help bring more diversity and transparency to the cap table. Prior to joining Carta, she has built and led marketing teams at Asana, Ticketfly, and Astro (acquired by Slack), and attended Tufts University and Harvard Business School.

Opinions expressed in this podcast are those of Emily Kramer alone and do not necessarily reflect the views of Carta.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 04, 2019
Illuminating the Dark Funnel with Ed Breault, CMO of Aprimo
45:30

Marketers are often proficient at diagnosing and patching holes in a funnel. We spot places where potential customers drop out of the buying process and fix or add touch-points accordingly. But what about the potential buyers who we don't even know about? According to Ed Breault, CMO of  Aprimo, there is an entire "dark funnel" of people who are looking to buy a product in your category, who never make it onto your radar. According to Ed, using predictive data to illuminate this dark funnel can lead to stunning results.

On this episode of Marketing Trends, Ed sits down with Ian to discuss how to illuminate the dark funnel and engage those potential customers with compelling content. He also discusses conversational marketing, ABM, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2lw1OFo
Ed’s LinkedIn: linkedin.com/in/ed-breault-367b772/
Ed’s Twitter: twitter.com/edbreault
Aprimo: aprimo.com


5 Key Takeaways:

- Be a listener. "People love to talk and if you're the listener, you've got the advantage because you're collecting the data."
- Identifying your "dark funnel" is crucial. It allows you to target the people who are in the market for your product who might not have otherwise considered you.
- You can illuminate your dark funnel by using intent data and third-party data.
- The best content fits a "how, now, wow" framework. Content should usefully show how to do something, offer commentary on what's happening right now, or blow people's minds with amazing experiences.
- ABM campaigns are difficult to scale, and you shouldn't try to scale them too much. They are supposed to be limited and targeted.

Bio:

Ed is a “full-stack” marketer driving both the art and science aspects of marketing. As Chief Marketing Officer, Ed leads Aprimo’s marketing strategy and operations including all paid/owned/earned media, brand experience, product marketing, content marketing, PR, demand generation, and the rebirth and growth of Aprimo.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Sep 03, 2019
Can Marketers Create the Future? The Exponential Power of Audacious, Repeatable Content with Ian Faison, CCO at Mission
32:19

This episode of Marketing Trends is a little bit different. We wanted to help give you a small peek behind the curtain of the things we are doing and thinking about here at Mission. On this episode, Ian is joined by producer Ben to go over a presentation that Ian originally gave the IBM Bluewolf Marketing Kickoff.

In this presentation, Ian explains what audacious, repeatable content is, why it is important to us here at Mission, and how it helps drive exponential growth for marketers.

Ian is the co-founder and Chief Content Officer here at Mission.org, as you have heard him say a time or two if you’re a regular listener.

Full notes and quotes: http://bit.ly/2NEzX1J

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 30, 2019
The Future of Digital Experience with Paige O'Neill, CMO of Sitecore
51:31

If it wasn't for a part-time job during Paige's P.h.D studies, she probably wouldn't be where she's at today. Thankfully, Paige O'Neill never looked back. She's currently the CMO at Sitecore, a company that creates human connections between brands and their customers with end-to-end content, seamless commerce, and personalization.

On this episode of Marketing Trends, Paige sits down to with Ian Faison and Lauren Vaccarello to discuss how Paige got into marketing, Sitecore, the future of digital experience, lessons learned from a career in marketing, and much more!

Links:
Full Notes & Quotes: http://bit.ly/2NDFLJ5
Paige's LinkedIn: http://bit.ly/2NxLgJc 
Paige’s Twitter: http://bit.ly/2HsYYsL
Sitecore: http://bit.ly/343FV22


5 Key Takeaways:

- "You're not going to be in business for much longer if you're not getting a handle pretty quickly on customer experience and what customers are expecting from companies." - Paige O'Neill
- Digital transformation must start from the customer's point of view.
- Short-term wins are important to set up longer-term success.
- Don't be too quick to switch gears. Have confidence in your direction.
- In the first 90 days as a CMO, it's important to go around and talk to as many employees as possible and be curious about alignment.

Bio:

Paige O’Neill is the CMO of Sitecore. Prior to joining Sitecore, Paige was CMO at digital workplace platform provider Prysm, where she rebranded the company and helped it transition to a combined SaaS and hardware business. She previously served as CMO at SDL and as Vice President of Marketing for Aprimo, where her thought leadership, demand generation, and communications programs contributed to rapid growth. Paige also served as CMO at PHH Arval and two early-stage startups — Aravo and GreenRoad Technologies. Prior to PHH, Paige spent a decade at Oracle Corporation leading a variety of marketing initiatives.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 29, 2019
Building a Growth Mindset Marketing Team with Katrina Wong, VP of Marketing, Hired
43:59

When it comes to building a team, marketers often place the majority of their focus on getting the right people. But putting those people in a role and situation where they can succeed is just as important, according to Katrina Wong, VP of Marketing at Hired.

On this episode of Marketing Trends, Katrina discusses how to build a team with a growth mindset. She also discusses other important topics like the convergence of B2B and B2C marketing, using performance language, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2YThLHS
Katrina's LinkedIn: linkedin.com/in/katrinawong11
Katrina’s Twitter: twitter.com/katchmesocial
Open Marketing Position @ Hired: https://hrd.cm/2GZhLvx


5 Key Takeaways:

- Don't think in B2B or B2C, think in B2H (business to human). Every buyer is a human with emotions and a desire to be "delighted."
- Performance language is a practice that allows marketers to create a culture of accountability.
- It's important to have a growth mindset. Look for ways to improve, even when you're succeeding.
- In order for data and insights to be useful, they have to be digestible by stakeholders outside of marketing.
- It takes really purposeful effort in to find diverse talent.

Bio:

Katrina Wong is the VP of Marketing at Hired. She has spent 15+ years in a variety of customer-facing roles including marketing, go-to-market, and revenue growth for B2b and B2B2C SaaS and Enterprise software companies.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 27, 2019
Learning Marketing Leadership With Carrie Palin, CMO of Splunk
45:59

Early in her career, Carrie Palin was doing well but wasn't necessarily on the CMO track. But then friends and mentors challenged her to set her sights higher. Since then, she has served as a Chief Marketing Officer three times. Currently, she is the CMO at Splunk.

On this episode of Marketing Trends, Carrie walks us through her career experiences and explains the leadership lessons she has learned along the way. She talks about how to succeed as a new CMO, what to do when you're a leader in an organization that's being acquired, how she evaluates new opportunities, and much more.

 

Links:
Full Notes & Quotes: http://bit.ly/2ZogfJP
Carrie’s LinkedIn: linkedin.com/in/carrie-palin-37a1802/
Carrie’s Twitter: twitter.com/carriepsandstad
Splunk: splunk.com/

 

5 Key Takeaways:
- Results matter. As a leader, one of the first things you should be focused on is measuring and improving your results.
- Marketers can get carried away coming up with new creative campaigns all the time. Consistency matters.
- "Who you work for matters. I will never work for people who aren't wonderful humans at their core, outside of work." - Carrie Palin
- Getting into the data is crucial. Carrie always makes sure her CEO is comfortable with her hiring data scientists onto the marketing team before she takes a new role.
- "You don't have to know everything at the age of 25 about what you want to be in the future, that can ebb and flow over the course of your career. But have the guts to dive in even when you're not ready." - Carrie Palin

 

Bio:
Carrie Palin has served as the Senior Vice President and Chief Marketing Officer of Splunk since 2019. Prior to joining Splunk, Carrie served as the Chief Marketing Officer at SendGrid, a digital communications platform company acquired by Twilio, from 2018 to 2019. From 2016 to 2018, Carrie served as the first Chief Marketing Officer and Senior Vice President at Box, a cloud content management company. Carrie served as the Vice President of Marketing for IBM’s Cloud Data Services and Analytics Software Division from 2015 to 2016. She also previously spent over 15 years at Dell leading various marketing organizations. Carrie holds a B.S. from Texas Christian University.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 26, 2019
Data-Driven Storytelling with Varun Kohli, Head of Strategic Marketing, PMO, & Global Demand at Symantec
35:04

After Varun Kohli, Head of Strategic Marketing, PMO, & Global Demand at Symantec, launched one particular campaign early in his career, it nearly crashed the entire IT infrastructure of the company he was working for at the time, because of the huge amount of traffic it generated. How did he manage to create such a groundswell of interest? By combining story and data.

On this episode of Marketing Trends, Varun talks about how to tell data-driven stories, how to surface great customer stories, his best tips for marketing at startups and at scale, and much more.

 

Links:
Full Notes & Quotes: http://bit.ly/33P5Ryi
Varun’s LinkedIn: linkedin.com/in/kohlivarun/
Varun’s Twitter: twitter.com/vk_is
Symantec: symantec.com/

 

5 Key Takeaways:
- "My belief is very simple. Don't have data without a story and don't have story without data." - Varun Kohli
- When there is an acquisition, stick around. There will be voids that you can step into. There are always opportunities after acquisitions and mergers.
- "Keep on raising your hand, don't run away from the fire, keep on running towards the fire and good things will happen to you." - Varun Kohli
- As a brand becomes larger, third-party validation becomes more and more important. You can say whatever you want about yourself, but if others aren't saying it, it doesn't matter.
- Customers will find novel ways to use your product, so it's important to talk to them and hear what those stories are so those stories can be told.

 

Bio:
Varun Kohli is the Head of Global Demand Generation, PMO and Strategic Marketing at Symantec Corporation. He joined Symantec via the Skycure acquisition, a leader in Mobile Threat Defense. At Skycure, he was employee #1 in the U.S., and as their CMO led all aspects of marketing, operations and account development. Varun has held leadership positions in marketing, product management, and product development at both startups and large companies, and is on the advisory board of many startups. Varun earned his Bachelor of Technology in Computer Science from the Indian Institute of Technology, Guwahati, India, a Master of Science in Computer Science from the University of California, Riverside and studied marketing at University of California, Berkeley.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 23, 2019
The Biological Basis of Marketing with Geoffrey Miller, Ph.D.
49:51

Most Marketing Trends guests focus on a specific strategy, tactic, or technology. But Geoffrey Miller, Associate Professor of Psychology at the University of New Mexico, starts with marketing's most fundamental question: Why do people buy things?

On this episode, Geoffrey talks about biology, evolution, and how psychology affects the way consumers respond to marketing. He digs into how people's fundamental wants and needs inform what they buy and who they buy from.

 

Links:
Full Notes & Quotes: http://bit.ly/2P8BRKE
Geoffrey’s LinkedIn: linkedin.com/in/geoffrey-miller-002a3710/
Geoffrey’s Twitter: twitter.com/primalpoly
PrimalPoly: primalpoly.com/

 

5 Key Takeaways:
- Virtue signaling, or the natural instinct to show that we are good people, is an important behavior exhibited by almost everyone.
- "Fundamentally, what matters to people is not material wealth. It's maximizing things like your social status, your attractiveness, and your prestige." - Geoffrey Miller
- We have a deep need for story and narrative. Stories are how we learn and how we've entertained ourselves for thousands of years.
- "I think innovative brands and psychology-savvy marketers can now add a lot of value to people's lives in totally new ways that might not even require buying the product." - Geoffrey Miller
- Consumers rarely know themselves as well as they think they do, and their stated reasons for making purchases are often different from their true motivations.

 

Bio:
Geoffrey Miller is an evolutionary psychologist best known for his books The Mating Mind, Mating Intelligence, Spent, and Mate. He has a B.A. in Biology and Psychology from Columbia University and a Ph.D. in Cognitive Psychology from Stanford University, and is a tenured associate professor at University of New Mexico. He has over 110 academic publications (cited over 14,000 times) addressing sexual selection, mate choice, signaling theory, fitness indicators, consumer behavior, marketing, intelligence, creativity, language, art, music, humor, emotions, personality, psychopathology, and behavior genetics. He has also given over 200 talks in 16 countries, reviewed papers for over 50 journals, and also worked at NYU Stern Business School, UCLA, and the London School of Economics.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 22, 2019
Mastering Developer Marketing with Vidya Peters, CMO of MuleSoft
46:46

Marketing to developers is notoriously difficult. They are independent-minded and hate being marketed to. On this episode of Marketing Trends, we talked to an expert who has figured out how to do it successfully. Vidya Peters is the CMO of Mulesoft. In that capacity, she has built a community of developers who love her product and share it with each other.

In this interview, Vidya talks about the best practices for marketing to developers, how to market to potential talent, best practices for measurement and identifying KPIs, and much more.

 

Links:
Full Notes & Quotes: http://bit.ly/33KQOpl
Vidya’s LinkedIn: linkedin.com/in/vidyapeters/
Vidya’s Twitter: twitter.com/vidya_peters
MuleSoft: mulesoft.com

 

5 Key Takeaways:
- "Three things make developer marketing different from everything else: One is they don't want to hear from the company; they want to hear from each other. Second, they don't want to read any of your content. They want to just use the product and see how that works. Third, they don't want to meet you. They don't want to see you. They want to meet with each other." - Vidya Peters
- It all starts with product. A developer has to know and want to use your product before anything else can be accomplished.
- Sometimes it's better to have fewer metrics that you can focus more intently on.
- Focusing on features is a dead end. The more technical the product, the more important storytelling is.
- With talent marketing, you should take the same approach to candidate experience that you take to customer experience.

 

Bio:
Vidya Peters is the chief marketing officer at MuleSoft. Vidya was previously at Intuit, where she served in various marketing leadership, product management and strategy roles over the course of seven years. Prior to Intuit, Vidya began her career at Bain & Company in various consulting roles for the technology and financial services industries across Asia-Pacific and the United States. Vidya holds an MPA from Harvard University, an MBA from the Kellogg School of Management and a bachelor’s degree in industrial engineering from Northwestern University.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 20, 2019
Changing Market Perceptions with Bob Madaio, VP of Marketing at Sharp Business USA
33:42

How do you establish a brand reputation in the B2B space when your brand has historically been known for consumer electronics? That is the question facing Bob Madaio, VP of Marketing at Sharp Business USA. After more than 20 years with EMC and Hitachi, Bob now leads the marketing team for the B2B arm of Sharp electronics.

On today's episode, Bob sits down with Ian to discuss what he's doing to change those perceptions, gives his perspective on the best ways to acquire customer feedback, talks about his favorite campaign, and much more.

 

Links:
Full Notes & Quotes: http://bit.ly/2KHTEUr
Bob’s LinkedIn: http://bit.ly/2MqGDki 
Bob's Twitter: http://bit.ly/2KIkcVD 
Sharp: http://bit.ly/30kAGc6

 

5 Key Takeaways:
- Focusing on the customer is your number one job as a marketer.
- Trying new things with your marketing is a must. Don't be afraid to go a little off-the-rails.
- "Are you a trendsetter or a trend-jacker?" - Bob Madaio
- Over-architecting a campaign message does more harm than benefit.
- Be confident and speak your mind early in your career.

 

Bio:
Bob Madaio is the VP of Marketing for Sharp Business USA, a division of Sharp Electronics. Prior to joining Sharp, he was a senior executive at two major IT solutions companies. He spent six years at Hitachi Vantara, helping customers derive greater value from their data, modernize their IT infrastructure and prepare for the coming IoT data wave. He also spent nearly 15 years at EMC where he held a number of senior solutions marketing roles.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 19, 2019
Marketing Healthcare Innovation with Doug Sweeny, CMO of One Medical
46:13

Doug Sweeny made his mark in the marketing world with world-class, innovative companies like Google, Levi’s, and Nest. For his next challenge, he decided to join a company taking on one of the most change-resistant industries imaginable: healthcare. Doug is currently the CMO of One Medical, a company that is using disruptive technology to connect consumers with primary care providers.

On today's episode, Doug sits down with Ian to talk about what he's working on at One Medical, how he got his start in marketing, why he likes to work for mission-based companies, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2HdEqoi
Doug’s LinkedIn: http://bit.ly/2Z4i9zo
Doug's Twitter: http://bit.ly/31G98yc 
One Medical: http://bit.ly/2Z8Jt3i


5 Key Takeaways:

- Make marketing as simple as possible. Consumers should have absolute clarity about your message.
- "It all starts and ends with the product you're selling." - Doug Sweeny
- Campaigns work well when they are in tight alignment with a brand's product and mission.
- A brand mission provides a rallying cry that ripples out through all marketing messages and channels.
- "The balance between brand building, storytelling, positioning, and the business, have to be evaluated at all times." - Doug Sweeny

Bio:

As chief marketing officer, Doug is responsible for marketing strategy, growth and the brand story at One Medical. Doug brings deep experience across a variety of business categories and led marketing for iconic brands like Nest, Levi’s, Adidas, and General Motors EV1. In 2018, he was selected by Forbes as a top 50 CMO.

While at Nest, Doug was hired as CMO and oversaw every aspect of the brand's consumer experience from an early start-up to becoming a household name. At Levi’s, he was VP of global marketing across 110 countries. Doug is a senior advisor to Google Ventures, a variety of startups, and frequent guest lecturer at Stanford School of Business and a Syracuse University iSchool board member.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 16, 2019
Technology-Driven Marketing with Whitney Bouck, COO of HelloSign
43:14

Are marketers technologists? According to Whitney Bouck, COO of HelloSign, they ought to be. Whitney has spent years marketing to CIOs, and she thinks that marketers need to be just as much of technology junkies as the people they market to.

On this episode of Marketing Trends, Whitney explains how to make that idea a reality. She also talks about her current work at HelloSign, why she decided to become a COO after a career in marketing, how to market highly technical products, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2KNNxgh
Whitney’s LinkedIn: http://bit.ly/2Z9fDM2
Whitney’s Twitter: http://bit.ly/2Z1qsMl
Hellosign: http://bit.ly/2Z2o8o3


5 Key Takeaways:

- Marketers who want to be successful need to be technology junkies, especially if they're selling to CIOs.
- One of the keys to developing a great relationship with a CIO (or any executive) is listening more than you talk.
-  When marketing a technical product, it's very important to focus more on the user experience than on the technology itself.
- As a leader, you need to to find great partners who can act as sounding boards and take your ideas and push them to new limits.
- Marketers succeed the most when they make their customer the hero.

Bio:

Whitney Bouck is the COO of HelloSign where she leads the Sales, Marketing, Customer Operations, and Business Development Teams. Whitney also serves as an advisor and mentor to numerous startups, including LogDNA and Ekata. Previously, Whitney has held senior marketing roles with Box, EMC, and Oracle, among other technology companies.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 15, 2019
Account-Based Marketing 101 with Laura Ramos, VP & Principal Analyst at Forrester Research
27:44

Everywhere you look, B2B marketers are talking about Account-Based Marketing, and its prominence is only growing. So to better understand the technology, we talked to Laura Ramos, VP and Principal Analyst for B2B Marketing Professionals at Forrester Research.

On this episode, Laura talks about where ABM came from, what's next for the technology, and what it means for B2B marketers. She also talks about her background with Forrester, why she left and came back to the field of research, and the most important insights she drew for the SiriusDecisions 2019 Summit.

Links:
Notes & Quotes: http://bit.ly/2yXulqL
Laura’s LinkedIn: linkedin.com/in/lauraramos2013
Laura’s Twitter: twitter.com/lauraramos
Forrester Research: forrester.com


5 Key Takeaways:

- Account-Based Marketing takes the idea of one to one marketing and scales it in a sustainable way.
- The two most important aspects of ABM strategy are the ability to analyze data and insights, and the ability to personalize content.
- ABM forces both sellers and marketers to focus on the right things, rather than focusing purely on volume.
- ABM is forcing marketers to think harder about who they target, and that's a good thing.
- "You need your sellers to be helpful and human, not hungry." - Laura Ramos

Bio:

Laura Ramos is the VP & Principal Analyst serving B2B Marketing Professionals at Forrester Research. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 14, 2019
Solving Collaboration and Coordination with Dave King, Head of Marketing at Asana
59:26

Every marketing team needs 3 C's - communication, content, and coordination, according to Dave King, Head of Marketing at Asana. On this episode of Marketing Trends, he talks about how marketing leaders can better manage all three.

In this conversation, Dave also talks about the difference between collaboration and coordination, why he decided to join Asana, the advantages of the self-serve model, and his philosophy for building and managing a marketing team.

Links:
Full Notes & Quotes: http://bit.ly/2N1YYDM  
Dave’s LinkedIn: linkedin.com/in/davebking/ 
Dave’s Twitter: twitter.com/dbkinger 
Asana: asana.com


5 Key Takeaways:

- Marketers can't just be focused on messaging. They need to focus on the management of content and how it gets to the finish line.
- Marketers can't bring the same playbook to every company. They need to adapt to their business, and its product and strategy.
- A company's goals and values should be a part of the way it operates and manages products.
- Marketing needs to be focused on the full customer life-cycle and not just on acquisition.
- "I think as a marketer, our job has always been to create content that is useful and delightful to the audience, and then scale it." - Dave King

Bio:

Dave King is the head of global marketing and dedicated to showing teams everywhere why Asana is the best way to manage their projects and tasks. He looks after Asana's brand and leads efforts to drive market growth and build the Asana community. Before joining Asana, Dave led the marketing teams at Percolate, Highfive, and Salesforce Community Cloud. Dave earned his B.S. from Duke University and an MBA from the Stanford Graduate School of Business.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 13, 2019
The Secrets of a Data-Driven CMO with Scott Holden, CMO of ThoughtSpot
51:25

Data and analytics play essential roles when it comes to marketing. But effectively using data to improve marketing is easier said than done. According to Scott Holden, CMO of ThoughtSpot, technology needs to be a part of the solution.

On this episode, Scott sits down with Ian to dig a bit deeper into data-driven marketing and the tools marketers need in order to better access insights. They also discuss Scott's journey to ThoughtSpot, what it means to be on the same page with other departments, and much more.

Links:
Full Notes & Quotes: http://bit.ly/2KCaIdn
Scott’s LinkedIn: http://bit.ly/31rurmK
Scott’s Twitter: http://bit.ly/2MOdYoB
ThoughtSpot: http://bit.ly/2Kz1f6v


5 Key Takeaways:

- "You have to get comfortable being more transparent." - Scott Holden
- Cease and desist letters shouldn't be what you're shooting for. However, when it comes to marketing against your competition, it could be mean you hit the mark.
- Scott states, "If you're keeping the sales team fed, it buys you the right to do the cool stuff [as marketers]." Marketing and sales should be on the same page and a win for one team should be a win for the other.
- Scott also argues, "In the absence of a framework or in the absence of information or communication, people just assume you're not doing your job." It's your job as the CMO to set these frameworks so others know how to measure your abilities.
- Don't be afraid to stick to your value proposition and your core messaging. A lot of marketers are trying to ride trends and go all over the place. Stay constant.

Bio:

Scott is the Chief Marketing Officer of ThoughtSpot, a company focused on disrupting the business intelligence industry with search-driven analytics. Scott's career journey began at Chase, where he was a financial analyst. Soon after, Scott went to JP Morgan and then to Google, before landing at Salesforce. After seven years, Scott served as the VP of Marketing for the Salesforce Platform. In 2014, Scott made a move to ThoughtSpot, where he served as the VP of  Marketing before becoming CMO.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 09, 2019
Nailing Your First 90 Days as CMO with Leela Srinivasan, CMO of SurveyMonkey, Keith Messick, CMO of Dialpad, and Corinne Sklar, CMO of IBM iX
01:08:40

The role of CMO is a difficult one. It's even more difficult when you're just starting out. So what do you do in your first 90 days to set yourself up for future success? To find out, we sat down with a CMO roundtable of some of the most successful CMOs around. We talked to Leela Srinivasan CMO of SurveyMonkey, Keith Messick CMO of Dialpad and Corinne Sklar CMO of IBM iX.

On this episode, each of them brings a unique perspective to the discussion and share their insights on best practices for the first 90 days as CMO, how to not get fired, being memorable in B2B marketing, and much more!

Links:
Full Notes & Quotes: http://bit.ly/33pTxEH
Leela Srinivasan’s LinkedIn: http://bit.ly/2YOASPi
SurveyMonkey: http://bit.ly/2GV5rfZ
Keith Messick’s LinkedIn: http://bit.ly/2GTSjYx
Dialpad: http://bit.ly/33iFAZ0
Corinne Sklar’s LinkedIn: http://bit.ly/2ZSjc6o
IBM iX: https://ibm.co/2KnGAmY

5 Key Takeaways:

- As the CMO, is it your job to be the glue that brings the business together. Your marketing and business strategy must be aligned.
- Have you taken a sales call yet? Can you talk about your product to a potential prospect? Evolve as a marketer by bridging the gap between marketing and sales.
- If something is high risk and you have confidence behind it, do it. If something is low risk and you have confidence behind it, delegate it. Draw yourself an axis to see the other quadrants. Keith calls this the "2 by 2."
- Giving others on your team a voice to make decisions has a viral effect within organizations. Trust, democracy, and creative freedom to develop.
- It's important to constantly be adjusting and learning as you go. Adaptability and growth are what to strive for personally and externally as an organization.

Bios:

Leela Srinivasan is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference.

Keith Messick is the CMO at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors.

Corinne Sklar is the CMO of IBM iX, which offers creative solutions for business strategy and experience design to solve complex business challenges. Previously, Corinne served for 13 years as the CMO of Bluewolf, an IBM company.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 08, 2019
How to Coach a Marketing Team with Stewart Conway, Head of Central Marketing at BMO Global Asset Management
57:53

Stewart Conway wakes up at 4 AM, six days a week, for a reason. His discipline, focus, and love for marketing (and skiing) are what drive Stewart and his team each and every day. Stewart is the Head of Central Marketing at BMO Global Asset Management by day and an active member of the British Association of Ski Instructors during his free time. 

On this episode, Stewart talks about how being a ski instructor has shaped his views on marketing, his advice for first-time marketers, and ways to think about the current digital landscape.

 

Links

Full notes & quotes: http://bit.ly/2YOdcu9 

Stewart’s LinkedIn: http://bit.ly/2YF7z1r

Bank of Montreal: http://bit.ly/2GX7IHJ

 

5 Key Takeaways

- When teaching a new team, you need to use their language. Once you get to know them better, talk their talk and use analogies that help them learn the way they're accustomed to learning.

- Similar to a skier, Stewart says marketers need to be centered. Risk needs to be balanced.

- It's important to test in local markets first, have a native speaker on your team involved, and always be thinking about how other cultures might view your brand.

- A great filter for new information on tech advances is your own personal network.

- For first-time marketing leaders: Talk to a lot of people and don't rush to your decisions. Give yourself time to fully explore and evaluate what exactly is going on within the company, culture, and team.

 

Bio

Stewart Conway is the Head of Central Marketing at BMO Global Asset Management. He is also a competitive skier and ski coach. Prior to BMO, Stewart was the Head of Digital for Jupiter Fund Management and has over 20 years of digital, marketing, and business experience.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 07, 2019
Marketing to Millennials with Nadia Masri, Founder & CEO at Perksy
57:35

Millennials. The word comes with some strong connotations. But what do millennials actually believe? And how can marketers target them more effectively? To find out, we talked to Nadia Masri. Nadia is the Founder and CEO of Perksy, a consumer insights platform that powers real-time research with millennial and Gen Z audiences through a mobile app.

On this episode, Nadia walks us through her insights on younger consumers, the changing demographic landscape, and how to more effectively engage a target audience.

 

Links

Full notes & quotes: http://bit.ly/323tkuH

Nadia’s LinkedIn: linkedin.com/nadiagenevievemasri

Nadia’s Twitter: twitter.com/nadiagenmasri

Perksy: getpersky.com

 

5 Key Takeaways

- Marketing can be most successful when it is both strategic and creative.

- Across demographics, human behavior is really the same. We all like to be engaged and entertained.

- Timeliness is really important. Being able to validate concepts quickly can be very valuable for brands.

- The generalization that millennials are not brand loyal is a myth. Millennials want to identify with and build with brands.

- "You really have to sit down and think about strategy, but you can also get really creative with strategy. This is when marketing is the most successful." - Nadia Masri

 

Bio

Nadia Masri is a 4-time founder, Forbes 30 Under 30 headliner, and the CEO & Founder of Perksy - A next-gen market intelligence platform that conducts real-time research with Millennial & Gen-Z audiences through mobile. With a fresh take on understanding the habits, behaviors, and preferences of Gen Y & Z consumers, Nadia is redefining market research for the mobile generation by making feedback the favorite form of engagement.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Aug 02, 2019
The Art of International Marketing with Francesco Leone, Founder of Goat Eye Strategy
01:01:01

Francesco Leone has helped some of the biggest brands in the world go international. As a marketing executive with Coca-Cola, Starbucks, and Colgate, he helped establish footholds in new markets. He has taken that international experience and uses it to help other brands through his marketing consulting agency called Goat Eye Strategy.

On this episode, Francesco walks us through his international marketing playbook. He talks about the lessons he has learned across his career and talks through the strategies and tactics that help a brand have a flawless international rollout.

 

Links

Full Notes & Quotes:http://bit.ly/2GCUxv5

Francesco’s Linkedin: linkedin.com/in/frleone/

 

5 Key Takeaways

- To work in different markets, think about culture, segment, and identity, not just national boundaries.

- Talent looks different in different markets. Make sure you know what you're looking for. A German resume will be different from a Japanese one, which will be different from an American one.

- Innovation can isn't just technological change. Understanding your consumer and repositioning your product is an important form of innovation.

- CMO's run into mistakes when they try to reach a theoretical consumer based on outside characteristics. It's important to speak to human needs.

- "Start with a brand that is successful in a market segment and then search for that same segment in other markets." - Francesco Leone

 

Bio

Prior to founding and running Goat Eye Strategy, Francesco served as the CMO of Pedal. Prior to that, he served as the VP of Global Categories and Operations for Arla Foods, and he has held top marketing positions for Coca-Cola, Starbucks, and Colgate.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 31, 2019
Lessons Learned from Steve Jobs & The Three A’s of Marketing with Karen Steele, CMO of LeanData
45:55

Karen Steele, CMO of LeanData, learned marketing from the best of the best. At Apple and NeXT, she had the opportunity to report directly to, and learn from, Steve Jobs. On this episode of Marketing Trends, she shares some of those lessons learned, as well as how to nail marketing attribution and her best practices for managing engagement.

 

Links

Full Notes & Quotes: http://bit.ly/2MkY5ps

Karen’s Twitter: twitter.com/karenmsteele

Karen’s Linkedin: linkedin.com/in/karen-steele-b237b4

LeanData’s Homepage: leandatainc.com

 

5 Key Takeaways

- The first step to figuring out attribution is getting great data that you can trust.

- Humanizing your brand leads to more engagement.

- Think about your brand promise as much as possible. It has to be your anchor that you stick to at all costs.

- Advocacy, advisory, and adoption are the three A's to think about when you're thinking about your customer marketing process.

- "Engagement is the process of getting people interested and getting them to take action around your brand, who you are, and what you stand for." - Karen Steele

 

Bio

Karen Steele is the CMO of LeanData. Karen is responsible for all aspects of product marketing, brand strategy, demand generation, customer and employee advocacy, and the customer journey at LeanData. Prior to LeanData, Karen was Group Vice President of Corporate Marketing at Marketo, where she led the pioneering marketing automation company through its transformation from a public to private company and successfully introduced the New Marketo.

Karen began her career at Apple where she worked alongside Steve Jobs. Karen later followed Steve to NeXT and then back to Apple, where she built the marketing foundation that helped jumpstart her career.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 29, 2019
Creating Scalable Content with Camille Ricketts, Head of Marketing at Notion
54:43

"Content only succeeds when it is helpful or resonates emotionally." That is the central thesis of Camille Ricketts' content strategy. Camille is the Head of Marketing at Marketing at Notion. She helped revolutionize content marketing in the VC industry with her work at First Round Capital.

On this episode, Camille talks about what it takes to create and scale a great content marketing strategy. She also talks about her start in marketing, work styles, marketing leadership, and much more.

 

Links

Full Notes & Quotes: http://bit.ly/32TeI1x

Camille’s Twitter: twitter.com/camillericketts

Camille’s Linkedin: linkedin.com/in/camillericketts/

Notion’s Homepage: Notion.so

 

5 Key Takeaways

- Content is the most scalable way to communicate your brand's values and objectives.

- Great content is either helpful or resonates emotionally with its audience.

- Enterprise marketing is no different in this regard. B2B buyers are humans, too.

- Find a niche by being different. Different mediums work for different people.

- Spend more time and energy focusing on your strengths than fixing your weaknesses.

 

Bio

Camille Ricketts is the Head of Marketing for Notion. She has previously served as the Head of Content and Marketing at First Round Capital, Content Manager at Kiva, and Communications Manager at Tesla Motors. Camille is a graduate of Stanford University with a BA in History.

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Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 26, 2019
Making Marketing Useful with Laura Luckman Kelber, SVP of Marketing at Flexera
41:32

"Marketing is not fluff." Or at least it shouldn't be, according to Laura Luckman Kelber, SVP of Marketing at Flexera. According to her, not enough marketers focus on how to make themselves useful to the people they are trying to reach.

On this episode, Laura discusses how to be more useful as a marketer, as well as the power of aligning your entire organization around marketing, why good technology is essential for creating good work, how to rebrand a unicorn, and much more.

 

Links

Full Show Notes: http://bit.ly/30RBIMv

Laura's LinkedIn: linkedin.com/in/lauraluckmankelber/

Laura's Twitter: twitter.com/FreeRadicalSynd

Flexera Homepage: flexera.com/

 

5 Key Takeaways

- Marketing needs to be a lot of things. Most importantly it needs to be thoughtful and useful. It needs to share something consumers can learn from.

- Failure happens when product, distribution, and pricing aren't aligned and communicated clearly.

- Marketing needs to meet prospective customers where they are already at and speak to the pain points they're feeling at that moment.

- At the same time, you need to stay ahead of what your customers are looking for. This means thinking about the future and what your customers will want down the road.

- Over-communicate and never take for granted that your brand and your message are already known.

 

Bio

Laura Luckman Kelber is SVP of Marketing at Flexera. Laura is a creative and collaborative executive with extensive expertise in building and leading high-functioning teams. Laura excels at creating strategic plans, articulating vision, and ensuring flawless implementation to transform businesses. Laura enjoys unraveling complex problems and connecting dots in unexpected ways to accelerate growth.

Laura developed her unique approach through executive positions at a number of Chicago advertising agencies. Most recently she was EVP and Managing Director for Strategy at Merge. She has served as Chief Strategy Officer, Strategy Director and Client Service Director, applying her inspiring leadership and vision to B2B and B2C clients in a wide range of industries. Laura has a BS in Political Science and an MBA from the University of Illinois.

 

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 24, 2019
How Design Thinking Can Transform Your Marketing with Whitney Mortimer, CMO & Partner at IDEO
59:05

From Apple’s first mouse to Palm’s first Personal Digital Assistant, IDEO has helped design some of the world’s most famous and important products. Across the world, and especially in Silicon Valley, they have been looked to as the gold standard for innovation and creativity. So what can marketers learn from this unique organization?

To find out, we interviewed Whitney Mortimer, CMO and Partner at IDEO.

On this episode, Whitney talks about design thinking and how it can transform your marketing, the power of constraints, and how to measure and manage creativity.

 

Links

Full Show Notes: http://bit.ly/2JTn4gX

Whitney's LinkedIn: linkedin.com/in/whitney-mortimer-594ba55/

IDEO Homepage: ideo.com

 

5 Key Takeaways

- Design thinking is a strategy that starts with a blank slate and designs around a user's needs and experience. It can (and does) lead to explosive growth.

- Creativity can be measured, managed, and taught. Doing so leads to growth, agility, and resilience.

- “It’s your job as a leader to stay inspired and to share that inspiration with others.”

- For marketers to be successful, they need to be involved in conversations about the company’s deepest aspirations so that they can translate that vision into a narrative.

- In an era of increasing automation, employees have a need to self-actualize through creativity.

 

Bio

Whitney Mortimer is the Chief Marketing Officer (CMO) and a Partner at IDEO, a global design company that creates positive impact through design. Previously, she served as the SVP Marketing and New Business Development at Supercuts. Prior to Supercuts, she held various positions in brand management and strategy with E & J Gallo Winery, Frito-Lay, and American Express International Bank.

Whitney is passionate about bringing design-led innovation to environmental conservation, social justice and the empowerment of women. In addition to being the CMO of IDEO she also serves on the board.

 

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 22, 2019
Leading Cultural Transformation with Alexandra Morehouse, CMO of Banner Health
50:33

Few things a CMO does are as important as creating or transforming a culture within their team. And yet few things are as poorly understood as how to lead cultural transformation. To learn more about it, we brought on Alexandra Morehouse.

Few people understand how to lead cultural transformation like Alexandra. She is the CMO of Banner Health and has previously served in senior marketing leadership roles for Kaiser Permanente, AAA, Charles Schwab, and American Express.

 

For full notes and show notes, click here: http://bit.ly/2Qujn4f
Alexandra's LinkedIn: linkedin.com/in/chiefmarketingofficersanfrancisco/
Banner Health: bannerhealth.com

 

5 Key Takeaways
- Great brands are built from the inside out. If a company's employees don't believe in a brand, the market never will.
- CMOs should work with heads of finance and sales to establish and reach meaningful marketing goals.
- Marketing requires more quantitative skills than ever before, and that the skills needed are changing every 6-8 weeks.
- One of the fastest ways to change culture is to change incentives.
- "There's always push back. The only way to combat the push back is with information, research and data." - Alexandra Morehouse

 

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 18, 2019
Leveraging the Feedback Economy with Leela Srinivasan, CMO at SurveyMonkey
49:43

Customer feedback is more readily available than ever before. So how do brands use that feedback and turn it into actionable insights? To find out, we talked to Leela Srinivasan.

Leela is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable, where she built product marketing from scratch and established the foundations of a B2B marketing team. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference. 

 

For full notes and show notes, click here: http://bit.ly/2FAEuh2
Leela’s LinkedIn: linkedin.com/leelasrinivasan
Leela’s Twitter: twitter.com/leelasrin
SurveyMonkey: surveymonkey.com  

 

5 Key Takeaways:
- Feedback has become a global currency in a transparent world where people share their experiences.
- Listening to customers allows businesses to avoid making assumptions about pain points and create products and experiences that resonate better with their audience.
- Design thinking is a great mental model that helps ensure that you are identifying the market's true problems, rather than rushing to a solution.
- No matter how skilled or talented they are, it is essential for marketing hires to be a fit with your company's culture.
- "How do you channel that feedback? How are you going to listen to those audiences so that you can make them feel heard and so that you can adjust your organizational practices and continue to evolve in relentless pursuit of self-improvement?" - Leela Srinivasan

 

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 17, 2019
SiriusDecisions Recap Part 2 (Practitioner Mixdown)
22:21

The Marketing Trends team sat down with some marketers at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on these recap episodes.

In Part 1 of our SiriusDecisions recap, we brought you interviews with CEOs for a high-level look at some of the biggest and most important Marketing Trends. For this episode, we wanted to talk to people who are a little closer to the action for more tactical insights. Part 2 of our recap features interviews with three practitioners, as they discuss their most important insights and lessons learned from the SiriusDecisions 2019 B2B Marketing Summit.

We interviewed Sara McNamara, Senior Marketing Operations Manager at Cloudera, an enterprise data platform, Asher Mathew, VP of Business Development at LeanData, a revenue operations platform, and Jeff Davis, Founder & Revenue Strategist at JD2 Consulting Group, a management consulting firm working with B2B businesses on sales and marketing alignment.

Links:

Full show notes & quotes: http://bit.ly/30ACY6x
Sara’s Twitter: twitter.com/ifeellikemacmac
Sara’s LinkedIn: linkedin.com/in/saramcnamara
Cloudera: Cloudera.com
Asher’s Twitter: twitter.com/ashermathew
Asher’s LinkedIn: linkedin.com/in/ashermathew
LeanData: LeanDataInc.com
Jeff’s Twitter: twitter.com/jeff_davis2
Jeff’s LinkedIn: linkedin.com/in/jeffreydavisii
JD2 Consulting: www.jeffdavis2.com

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 15, 2019
Creating Talk Triggers with Jay Baer, Founder and President of Convince & Convert
57:01

This episode features an interview with Jay Baer. Jay is the founder and president of Convince & Convert, an analysis and advisory firm that creates digital marketing strategies. Jay is a multi-time founder, a global keynote speaker, and multi-time author. His latest book is called Talk Triggers and it comes highly recommended from the team here at Marketing Trends.

5 Key Takeaways for the On-The-Go Marketing Executive:
- Everything you put your name on is a business card on some level, especially when it comes to creating content.
- Word of mouth is and always has been the best strategy for growth, and brands should develop specific strategies to generate it.
- Customer feedback is a gift. It should be studied and incorporated into strategy.
- Individual customer feedback stories can be misleading. It's important to study in a quantitative way.
- "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer

Links:
Full Show Notes & Links - http://bit.ly/2SjVdKN
Convince & Convert - convinceandconvert.com
Jay’s Twitter - twitter.com/jaybaer
Jay’s LinkedIn - linkedin.com/in/jaybaer

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jul 11, 2019
Putting the “C” in CMO with Chandar Pattabhiram, CMO of Coupa and Jennifer Johnson, CMO of Tenable
01:17:19

On this special CMO Roundtable episode, Ian and Lauren are joined by Chandar and Jennifer to discuss what a new CMO can do in their first 90 days and beyond to ensure a successful tenure.

5 Key Takeaways:
- For a new CMO, focus on the people. You aren't just a marketer who needs to execute. You're a leader, and your primary responsibility is to lead.
- When creating a category, it's important to satisfy the current market even as you're building toward creating a new one.
- Timing is critical. Being too early to a market can be just as damaging and being too late.
- Marketers need to deeply understand their buyers' problems so that they can frame themselves as the only viable solution. "People buy candles not because they like candles, but because they want light." - Chandar Pattabhiram
- It's important to focus intently on the things that will matter most. Beware of taking on too many initiatives when you step into a new role.

Bios:
Chandar Pattabhiram is CMO of Coupa, a business spend management platform. Jennifer Johnson the CMO of Tenable, a Cyber Exposure Company, and is a Category Design Evangelist/Startup Advisor at Play Bigger.

Links:
Full Landing Page - http://bit.ly/2NEK74d
Jennifer Twitter - twitter.com/jj_cmo
Jennifer LinkedIn - linkedin.com/in/jjcmo
Tenable Link - tenable.com
Chandar Twitter - twitter.com/chandarp
Chandar LinkedIn - linkedin.com/in/chandarp
Coupa link - coupa.com

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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Jul 09, 2019