Marketing Trends

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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
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.

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

Jul 09, 2019
Collaborating Across the C-Suite with Meagen Eisenberg
49:10

Meagen Eisenberg is the CMO of TripActions, a corporate travel solutions provider. Prior to TripActions, she spent more than 20 years in high-tech and was previously CMO of MongoDB and VP of Demand Generation at DocuSign. Meagen was recently named Top 50 most retweeted by mid-sized marketers according to AdWeek and Top 25 for B2B Marketing Influencers. She is also on the board of G2 and advises over a dozen tech companies, four of which were acquired this past year.

For full notes and show notes, click here: http://bit.ly/2ILcuJs
Meagen’s LinkedIn: linkedin.com/in/meageneisenberg/
Meagen’s Twitter: twitter.com/meisenberg
TripActions: tripactions.com

5 Key Takeaways for the On-The-Go Marketing Executive:

- To become an effective marketing leader, be aware of your own weaknesses and have the skills to hire people to balance the strengths of the team.
- CMO's should be strategic leaders, aligning not only with sales, but with c-level executives across the entire organization.
- The best thing to do to advance in your career is to command your existing responsibilities and make room to take on more, while investing in relationships with the people around you.
- Work closely with product to get to know the audience, and identify the "wow" moments that will resonate with your audience.
- Having engineers and technically-minded people on the team can be a competitive advantage for marketing departments.

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 03, 2019
Sparking Scalable Creativity with Keith Messick, CMO of Dialpad
01:11:07

Keith Messick is the Chief Marketing Officer (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.

For full notes and show notes, click here: http://bit.ly/2ILcuJs
Keith’s LinkedIn: linkedin.com/keithmessick
Keith’s Twitter: twitter.com/keithmessick
Dialpad: dialpad.com

5 Key Takeaways:


- It's hard to get people's attention. You have to be creative and willing to take risks.
- Creativity comes in large part from who you hire.
- B2B companies can find success using branding and emotion, just as consumer-facing companies can.
- Resource constraints make a team scrappier and inspire creativity.
- "I've never met a company that was really good at being something for everyone. You've got to be something for someone." - Keith Messick

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 02, 2019
SiriusDecisions Recap Part 1 (CEO Mixdown)
34:54

5 Key Takeaways:

The Marketing Trends team sat down with some CEOs at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on this episode. Our top 5 takeaways from these conversations:
- The best content is that which you are uniquely positioned to create. "We challenge our brands to dig deep to figure out what is the one thing you can do that no one else can? If you go swimming in the sea of sameness, bad things will happen."
- With a general transition toward subscriptions, focusing on new business is not as relevant anymore as the post-sale and customer journey expansion.
- The goal of marketing is to facilitate value-creating transactions.
- In order for an ABM strategy to succeed, it requires buy-in from the entire organization, not just parts of marketing and/or sales.
- To handle escalations, be blatantly transparent and clear about how you're going to fix the problem.

Click here for full notes & show notes: http://bit.ly/2xkNbaA

Interviewees:
Shafqat Islam is the Cofounder & CEO of NewsCred.
Jon Miller is the Cofounder & CEO of Engagio.
Eric Spett is the CEO of Terminus.
Bryan Wade is the CEO of Sigstr. 

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.

Jun 28, 2019
People-Based Marketing with Harsh Jawharkar
54:09

Harsh Jawharkar is currently Head of Enterprise Cloud, Platform, & Ecosystem Marketing at Atlassian. He also has experience in product and marketing at PayPal, Zendesk, and Slack, among other leading technology firms.

For full notes and show notes, click here: http://bit.ly/2XzHPHv
Harsh’s Twitter: twitter.com/hjawharkar
Harsh’s LinkedIn: linkedin.com/in/harsh/
Atlassian: atlassian.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.

Jun 26, 2019
Real-Time Business Intelligence with Jen Grant, CMO of Looker
51:24

More data is being generated than ever before, and as data grows, so does the need to analyze and understand it quickly. To find out how marketers can better take advantage of real-time data, we brought in Jennifer Grant, CMO of Looker, a business intelligence platform that helps people explore, analyze, and share data insights.

On this episode, Jen sits down with Ian Faison and Lauren Vaccarello, co-hosts of Marketing Trends, to discuss her marketing journey, the origins of Looker, and the future of real-time business intelligence.

For full notes and show notes, click here: http://bit.ly/2WuJTzW
Jen’s Twitter: twitter.com/realjengrant
Jen’s Linkedin: linkedin.com/in/jencgrant/
Looker: looker.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.

 

Jun 24, 2019
Building a Culture of Learning with Yvonne Chen, VP of Marketing at Udemy for Business
48:56

Marketers have to master a variety of skill sets in order to excel. New platforms, tools, and technologies are constantly emerging. So how can they keep up? And how do marketing leaders ensure that their team collectively has the skill sets necessary to perform at a high level?

To find out, we talked to Yvonne Chen, VP of Marketing at Udemy for Business. On this episode of Marketing Trends, Yvonne joins Ian in studio to discuss the marketing skills gap, how to bridge it, and how to build a culture of learning at your organization.

For full notes and show notes, click here.

Yvonne’s Twitter: twitter.com/chenennovy
Yvonne’s LinkedIn: linkedin.com/in/yvchen
Udemy for Business: business.udemy.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.

Jun 20, 2019
5 Takeaways from 50 Interviews with Ian Faison, CCO of Mission
23:05

"The reader who plucks a book from her shelf only once is as deprived as the listener who, after attending a single performance of a Beethoven symphony, never hears it again." - Author Anne Fadiman

In the past 6 months of the Marketing Trends podcast, over 50 interviews have been conducted and countless insights gleaned from some of the top marketing executives in the world. Some of these have been mentioned by more than one guest and are worth going back for a second listen. On this episode, Host Ian Faison and Producer Ben Wilson discuss their top 5 takeaways from the first 50 interviews on Marketing Trends.

For full notes and show notes, click here.

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.

Jun 18, 2019
Creating Value through Thought Leadership with Chris Cartrett, EVP at Aderant
51:54

How can a brand make itself a go-to source for thought leadership in an industry? To find out, we talked with Chris Cartrett. Chris is currently Executive Vice President at Aderant, a software company providing legal business solutions to firms around the world. As EVP, Chris is responsible for growth and strategy at Aderant.

On this episode of Marketing Trends, Chris joins host Ian Faison to discuss how to add value through thought leadership, the unique challenges of marketing in the professional services industry, his best tips for sales and marketing alignment, and much more.

For full notes and show notes, click here.

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.

Jun 17, 2019
Aligning Revenue Operations with Kurt Stoll, Director of Marketing Automation at 3D Systems
37:30

Marketing operations is often seen as unimportant backroom work. But what if it was actually the key to unlocking alignment and growth? It certainly can be, according to Kurt Stoll (LinkedIn | Twitter), Director of Marketing Automation at 3D Systems.

On this episode of Marketing Trends, Kurt joins Ian Faison and Lauren Vaccarello to discuss how to align revenue operations, how this can lead to higher retention and faster growth, the role of marketing automation, and how Kurt handles the unique challenges of marketing in the 3D printing industry.

For full notes and show notes, click here.

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.

Jun 13, 2019
Conversational Marketing with Qualified Founders Kraig Swensrud and Sean Whiteley
01:16:27

From founding their first company in 2006 to becoming top executives at Salesforce, Kraig Swensrud and Sean Whiteley have achieved a lot together. Most recently, they have helped introduce the world to the new category of conversational marketing by co-founding their latest venture, Qualified.

On this episode, Sean and Kraig sit down with Ian Faison and Lauren Vaccarello at Sirius Decisions 2019, where they discuss early days at Salesforce, successful business partnerships, and implementing conversational marketing.

For full notes and show notes, click here.

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.

Jun 05, 2019
Purpose-Driven Marketing with Paul D'Arcy, SVP of Marketing at Indeed
41:21

Marketing has always been about more than just marketing for Paul D'Arcy (LinkedIn | Twitter). Throughout his entire career, Paul has sought to understand the purpose behind the messaging that he delivers. That passion for purpose has led Paul to serve as the CMO of MessageOne, Executive Director of Americas Marketing and Global Demand Gen at Dell, and now serves as Senior Vice President of Marketing at Indeed. He and his team are working to create the best tool to serve job seekers and employers around the world.

On this episode, Paul discusses his entry into marketing and what he has learned thus far in his career, including the importance of being purpose-driven, creating long-term customer memory, and maximizing creativity.

For full notes and show notes, click here.

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.

Jun 03, 2019
Marketing 5.0 with Erik Newton, VP of Growth Marketing at BrightEdge
43:18

Marketing has undergone many phases of change. Four phases since 1900, to be exact, according to Erik Newton (LinkedIn | Twitter). Erik is the Vice President of Growth Marketing at BrightEdge. Previously, he has held senior marketing roles at leading media and entertainment companies including Netflix, TiVo, and Vidcie.

 On this episode of Marketing Trends, Erik walks us through the phases of marketing as he sees them and describes what we should expect to see in the next couple years during the rise of "Marketing 5.0".

For full notes and show notes, click here.

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.

May 28, 2019
How to Build a 21st Century Brand with Jonathan Mildenhall, CEO of TwentyFirstCenturyBrand
01:09:11

Jonathan Mildenhall knows a thing or two about building a great brand. He has helped lead one of the world's great legacy brands as SVP of Coca-Cola, as well as one of the world's great new brands as CMO of Airbnb. He is now the co-founder and CEO of TwentyFirstCenturyBrand.

On this episode, Jonathan discusses his journey into marketing, how he learned to drive conversation at Coca-Cola and Airbnb, and what it takes for a brand to achieve success in the 21st century.

For full notes and show notes, click here.

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.

May 24, 2019
Experience is the New Brand with Tom Butta, CMO at SignalFX
41:59

Every marketer knows that customer experience is important. But Thomas Butta, CMO at SignalFX, takes it a step further. According to Tom, experience is the new brand.

On this episode, Tom explains what he means by this, and discusses how to succeed as a challenger brand. He is also joined by SignalFX Chief Architect Rajesh Raman, who talks about their collaboration together.

For full notes and show notes, click here.

Tom's Twitter: twitter.com/thomasbutta

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

SignalFX Website: signalfx.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.

 

May 16, 2019
Quantitative Thinking with Tim O'Connor
01:06:15

Should all marketers be quants? Tim O'Connor has suggested that the answer to that question is "yes." Tim is the Senior Vice President of Marketing at Excelligence and the CEO of LifeCubby, one of their subsidiaries. Tim has also served as a Marketing VP at Siemens and Unisource Worldwide.

On this episode, Tim talks all about quantitative marketing, and explains why he believes that every marketer should have an understanding of basic quantitative tools and methods. He identifies some common gaps in marketers' knowledge, and explains how marketers can be more rigorous in how they analyze problems.

For full notes and show notes, click here.

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.

May 13, 2019
Crushing Growth Goals with Ryan Bonnici
46:31

This episode of Marketing Trends features an interview with Ryan Bonnici. He is currently the CMO of G2, and previously served as the senior director of global marketing at Hubspot, and the head of marketing of APAC at Salesforce.

On this episode, Ryan discusses his background and how he turned a job as a flight attendant into a career in marketing. He also dives deep into how he has been able to successfully drive growth, including how he was able to generate $64 million with a $6k campaign.

Click here for full notes and show notes.

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.

May 07, 2019
Establishing a Brand Reputation with Andy Bertera
44:37

Many marketers operate one quarter at a time. Andy Bertera is someone who has found enormous success by taking the long view. In his decade leading the marketing efforts at New England Biolabs, he has helped establish them as an authoritative voice in biotech industry.

On this episode of Marketing Trends, he also discusses how to build a marketing team, why an experimental mindset is key for marketers, and the unique aspects of biotech marketing.

For full links and show notes, click here.

To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.

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.

May 02, 2019
Optimizing ABM with Jon Miller
51:21

No one knows Account Based Marketing better than Jon Miller. Jon is known as the godfather of ABM. As the CEO and co-founder of Engagio he has helped define the market. And marketing innovation is nothing new to Jon. He also co-founded Marketo and served as a VP at Epiphany.

On this episode, Jon talks all about ABM, including most common mistakes and best practices for getting started. He also gives advice of how more marketers can become successful founder and what he thinks the next big innovation will be in marketing.

For full notes and show notes, click here.

To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.

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.

May 01, 2019
Mastering Customer Loyalty with Ryan Green
31:48

Southwest Airlines is the largest airline in the United States and one of the largest eCommerce companies in the world. They are also one of the world's greatest marketing companies, with a clear brand message and very effective advertisements.

On this episode of Marketing Trends, we talked to Ryan Green, Senior Vice President and CMO of Southwest Airlines, about what makes Southwest so effective, and how he helped get them to where they are. Ryan opens up about how Southwest is able to garner best-in-the-industry customer satisfaction and customer loyalty, as well as how he helped transform their marketing organization to meet the demands of the digital age.

For full notes and show notes, click here.

To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.

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.

Apr 26, 2019
Opening the CMO Playbook with Sara Varni
56:21

CMO is known as one of the most difficult job positions. It is typically associated with low levels of trust and short tenures. On this episode, Sara Varni, CMO of Twilio, joins us and opens up her CMO playbook.

Sarah shares how she has been able to have so much success in the CMO position. She also discusses what to do in your first 90 days as CMO to set yourself up for success, best practices for streamlining budgeting and approvals, how to deal with imposter syndrome, and more.

For full notes and show notes, click here.

To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.

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.

Apr 23, 2019
Mastering Category Design with Jennifer Johnson
47:52

Jennifer Johnson is a category design expert. As the CMO of Tenable and a startup advisor at Play Bigger, Jennifer puts into practice the principles of category design every day.

In this interview, Jennifer discusses all things category design, from best practices and case studies to pitfalls and cautionary tales.

For full notes and show notes, click here.

To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here.

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.

Apr 18, 2019
Creating Branded Content with Shannon Pruitt
52:13

Shannon Pruitt has helped forge partnerships between some of the greatest brands in the world and some of the best original programming. Shannon is the President of SMPI Marketing Group, and she previously served as the CMO of The Honest Company, President and CEO of The Story Lab, and VP of Integrated Solutions of Warner Brothers.

She joined the show to tell us best practices for these kinds of partnerships, what she learned from being a CMO, and how to get the most out of influencer relationships.

For full notes and show notes, click here.

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.

Apr 16, 2019
Managing Disruption with Josh Golden
40:15

Josh Golden is the president and publisher of Ad Age. He has also served in senior marketing positions with companies like Xerox and NBC Universal.

On this episode, Josh, Ian, and Lauren talk about keeping up with disruption, why marketing is more difficult than it has ever been, and Josh shares his experience working on the OJ Simpson trial.

Click here for full notes and show notes.

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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Apr 11, 2019
Going Viral with Benton Crane
46:12

Viral marketing. Many marketers dream of it. Few are able to actually execute and create it. On this episode, we talk to a marketer who has helped create many viral video ads.

Benton Crane is the CEO of Harmon Brothers, the company behind the viral videos for companies like Squatty Potty, Purple Mattresses, and Poo-Pourri. The videos they have created have cumulatively generated more than a billion views.

In this interview, Benton shares his journey from a self-described “data geek” working at the US Census Bureau to creating some of the most creative and successful viral video advertising of all time.

He explains the formula used to craft narratives at Harmon Brothers, how they use data and analytics in conjunction with great storytelling, and what many marketers get wrong about A/B testing.

Click here for full notes and show notes.

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.

Apr 11, 2019
The Art (and Science) of Storytelling with Clay Hausmann
57:52

Storytelling is a key component of marketing. Yet few marketers seriously study the art and science of constructing stories. On this episode of Marketing Trends, we talked to someone who has.

Clay Hausmann is the CMO of Aktana, a company that uses AI to provide decision support to life science sales and marketing teams. Clay is also a principal at Treatment, a marketing consultancy that uses the methods of screenwriters to help brands build and tell their stories.

In this interview, Clay tells us how marketing is like screenwriting, and how marketers can use tips from screenwriting to tell better stories and be more effective. He also talks about his background, how he got into marketing, the future of marketing AI, and much more.

Click here for links, quotes, and full show notes.

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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Apr 04, 2019
Turning Customers into Tribes with Chandar Pattabhiram
55:15

Many marketers aspire to turn their customers into a tribe. They dream of their customers transforming from casual users to committed advocates. But this is easier said than done.

To learn more about how to actually build a tribe and convert customers into advocates, we talked to someone who has done it before: Chandar Pattabhiram. Chandar is the CMO of Coupa, a highly successful cloud platform for business spend. He is an experienced tech marketing veteran and a multi-time CMO.

On this episode, we talked to Chandar about how he builds tribes, his “Stairway to Heaven” model of marketing, and the future of artificial intelligence.

Click here for links, quotes, and full show notes.

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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Apr 01, 2019
Cutting Through the Noise with Thomas Butta
54:32

We sat down with Thomas Butta, CMO of SignalFX, to talk about how to make your marketing cut through the noise of the modern digital world. On this episode, Tom also discusses challenger brands and how to make your brand an industry thought leader.

Click here for links, quotes, and full show notes.

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.

 

Mar 27, 2019
Aligned to Achieve with Tracy Eiler
36:22

This episode of Marketing Trends was conducted live at the Salesforce World Tour in Chicago. It features an interview with Tracy Eiler, CMO of InsideView and co-author of Aligned to Achieve: How to United Your Sales and Marketing Teams into a Single Force for Growth.

On this episode, Ian and Tracy discuss why sales-marketing alignment is so important, how to achieve it, and common CMO pitfalls to avoid.

Click here for links, quotes, and full show notes.

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.

Mar 25, 2019
Data-Driven Alignment with Edward McDonnell
46:59

What can a new CMO do in the first 90 days to make sure they have success with their new organization? How can they make sure they are on the same page as the sales team from the get-go? To answer questions like these, we talked to Ed McDonnell.

Ed is the Senior Vice President of Sales for Salesforce Marketing Cloud. He has also served in senior sales roles for Eloqua, EDGAR Online, McGraw Hill, and Reuters. We also talked with Ed about how marketers can use data to drive sales-marketing alignment, and why he thinks B2B and B2C businesses are converging.

Click here for links, quotes, and full show notes.

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.

Mar 20, 2019
The Secret to Great Content Marketing with Joe Pulizzi
55:07

What separates a failed content marketing strategy from an effective one? To help us find out, we brought in Joe Pulizzi.

Joe is the godfather of content marketing. He founded the Content Marketing Institute in 2007, and he also is credited with coining the phrase “content marketing.”

Joe is also a Co-Founder of the Orange Effect Foundation. If you’re interested in hearing more from Joe, you can find his content at JoePulizzi.com or follow him on Twitter @JoePulizzi.

For full notes and show notes, click here.

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.

Mar 18, 2019
The Future of Retail with Phil Raub
01:00:16

The rise of e-commerce and headlines about the “retailpocalypse” and “mallpocalypse” have made many wonder what will happen to the future of retail. Phil Raub, the president and co-founder of b8ta, is helping to define that future. b8ta is a new startup that provides retail as a service. He also shares stories from his time with Nest, Nintendo, and Gap.

Tap here for full notes and show notes.

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.

Mar 14, 2019
How CMOs Should Market Themselves
01:10:49

This episode features an interview with Matt C’de Baca, Managing Director at Renaissance Leadership. Matt has more than 15 years of experience in talent acquisition and executive recruiting. On this episode, he talks about how to succeed as a marketing executive, the most in-demand talents and abilities, and how to find purpose in your work.

For notes and show notes, tap here.

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.

Mar 12, 2019
Fixing the Mid-Funnel Chasm with John Gargiulo
50:10

John Gargiulo, Global Product Marketing Lead at Airbnb, joined Marketing Trends to discuss a problem he has seen that needs to be addressed: A vast chasm right in the middle of the marketing funnel.

Topics discussed: Performance marketing, brand marketing, marketing funnel, mobile marketing, mobile apps, CMO tips.

For notes and show notes, tap here.

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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Mar 07, 2019
The Marketing Doorway with Vanessa Hope Schneider
55:18

How do you make sure you understand your customers, and how do you make sure they understand you? That is what we talked about with Vanessa Hope Schneider. Vanessa is the Head of Marketing at Clara Labs. She has a different background from most marketers: she studied avant-garde poetry at Columbia University, but eventually transitioned to tech marketing.  Before joining Clara Labs, she held roles with companies like Airbnb and Eventbrite.

On this episode, Vanessa talks about what it takes to truly understand your audience and communicate effectively with them, and what to look for when hiring a marketing team.

For full notes and show notes click here.

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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Mar 04, 2019
How to Market a Marketplace with Paul Ghio
46:16

How do you market a marketplace, a platform where you have both buyers and sellers? To find out, we spoke with Paul Ghio. Paul is the Vice President of Product at Creative Market, an online design marketplace. He formerly served as the VP of Marketing & Growth.

In addition to marketplace marketing, Paul discussed how design, analytics, and how he went from marketing to product management. Enjoy.

For full notes and show notes click here.

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.

Feb 28, 2019
Sales and Marketing Convergence with Justin Shriber
38:29

This episode of Marketing Trends features an interview with Justin Shriber (Linkedin: /justinshriber | Twitter: @jshriber). Justin is the Vice President of Marketing for LinkedIn Sales and Marketing Solutions.

On this episode, Justin discusses how sales and marketing are starting to converge, and what that means for marketers. He also talks about how to build trust and create engaging content for your audience.

For full notes and show notes click here.

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.

Feb 25, 2019
Predicting the Future (and Creating It) with Peter Schwartz
47:18

Today’s episode features an interview with Peter Schwartz. Peter is a futurist, and the Senior Vice President for planning at Salesforce. Peter is also the founder of the global business network, and the author multiple books, including The Art of the Long View.

On this episode, Peter discusses how technologies of the future like AI and augmented reality will affect marketers in the future. He also talks about storytelling and what it was like creating the world of the future with Stephen Spielberg for the movie Minority Report.

For full notes and show notes click here.

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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Feb 20, 2019
How to Optimize ABM with Peter Isaacson
47:25

Peter Isaacson is the CMO of Demandbase and one of the originators of the ABM product category. He joined us to explain how to optimize ABM. He also gave tips for better storytelling and category creation.

Topics discussed: Marketing Leadership, Account Based Marketing, Category Creation, Storytelling, CMO Leadership, Artificial Intelligence.

For full notes and show notes click here.

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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Feb 18, 2019
From Cost Center to Revenue Generator with Nicole Kingsley Brunner
51:16

How can you turn your marketing department from a cost center to a revenue generator?

We brought in Nicole Kingsley Brunner, CMO of Manning and Napier, to help us find out. Nicole has transformed her firm’s marketing, and helped them grow from around $6 billion dollars of assets under management when she started to more than $20 billion under management today.

Click here for full notes and show notes.

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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Feb 14, 2019
Brand Always Matters with Corinne Sklar (Part 2)
37:33

Corinne Sklar is the CMO of Bluewolf, an IBM company. In her thirteen years with Bluewolf, Corinne has developed and implemented marketing strategies that have helped grow the company’s revenue from three million to over a billion.

In part 2 of our interview with Corinne, she explains why “if you build it they will come” is absolutely wrong, how to get buy-in on long-term marketing projects, and why she thinks that every marketer could benefit from doing a stint in services marketing.

Click here for full notes and show notes.

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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Feb 11, 2019
The Power of a Design Mindset with Corinne Sklar (Part 1)
27:13

Corinne Sklar is the CMO of Bluewolf, an IBM company. In her thirteen years with Bluewolf, Corinne has developed and implemented marketing strategies that have helped grow the company’s revenue from three million to over a billion.

In part 1 of our interview with Corinne, she talks about how a relentless focus on design helped spur that growth. She also talks about how CMOs can increase their tenure and have a greater impact within their organizations, and how to create a culture that encourages innovation and experimentation.

Click here for full notes and show notes.

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.

Feb 11, 2019
How to Build Pipeline with Rob Norman (Part 2)
35:44

This episode of Marketing Trends is part 2 of our interview with Rob Norman, Director of US Field Marketing at Box. In this episode, Rob talks all about pipeline: How to generate demand, how to measure pipeline, how to work with sales to attribute credit, and more.

If you would like to listen to part 1 where Rob talks all about international marketing and the differences in marketing in France, the UK, and Silicon Valley, click here or go to the previous episode in your feed.

For full show notes and more, go to marketingtrends.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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Feb 06, 2019
International Marketing 101 with Rob Norman (Part 1)
26:20

Many international organizations struggle to maintain a cohesive message while also adapting to local differences in foreign markets. To better understand how to achieve this balance, we brought in Rob Norman.

Rob is the director of US Field Marketing at Box. He was born, raised, and educated in the UK, and spent the first five years of his career working in technology consulting in France. He subsequently spent a number of years as a technology marketer, first in France, and subsequently in London,  before hopping the pond to Silicon Valley.

On this episode, Rob also discusses the secret to great demand gen, and his best tip for aligning sales and marketing.

For full show notes and more, go to marketingtrends.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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Feb 04, 2019
Content Marketing, Attribution, and Sales-Marketing Alignment with TJ Waldorf
49:21

How do marketers get sales organizations to buy in and support their efforts? On this episode of Marketing Trends, we brought in TJ Waldorf to help answer that question. TJ is the Head of Global Marketing at INAP, and spent more than a decade in B2B sales before moving over to marketing.

As TJ sat down with Ian and Lauren, he also discussed how to approach attribution, and what he wishes he had known about marketing earlier in his career.

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 31, 2019
How to Create Memorable Marketing Experiences with Nate Skinner
54:00

This episode of Marketing Trends features an interview with Nate Skinner, Vice President of Product Marketing for Salesforce B2B Marketing.

Nate, Ian, and Lauren discussed how to create memorable marketing experiences. They also discussed how this relates to technologies like artificial intelligence, marketing automation, and augmented reality.

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, 2019
Why CMOs Make Great COOs With Ron Schneidermann
55:38

Ron Schneidermann is the COO and CMO of AllTrails, a platform for off-road recreation. He co-founded and was CMO of Liftopia, and also served as the head of growth for Yelp Reservations.

Ron joined Lauren and Ian in studio to talk about his background in marketing, why he serves as both COO and CMO, and what it was like to raise money from Chris Sacca.

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, 2019
How to Hire Great Marketers with Ada Chen Rekhi
45:07

This episode of Marketing Trends features an interview with Ada Chen Rekhi, founder and COO of Notejoy. Ada was also the founder of Connected HQ, and has held marketing positions with LinkedIn, SurveyMonkey, Mochi Media, and Microsoft.

On this episode, Ada joins Ian and Lauren to discuss how to structure and hire for an effective marketing organization.

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, 2019
Performance Storytelling with Ty Shay
25:00

Today’s episode of Marketing Trends features part 2 of our interview with Ty Shay (Twitter: @tyshay), global CMO of Norton Lifelock. Ty is a Silicon Valley veteran who has served as CMO of multiple great tech companies including Hotwire and SquareTrade, and was the founder and CEO of FanIQ, a social sports gaming site. He is also on the board of directors of the ad council.

On this episode, Ty explains his original theory of performance storytelling, and gives tips on career management for marketers. Again, this is part two of a two-part interview, so if you want to go back and listen to part one, it just the previous episode in this feed.

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, 2019
Becoming a Founder/CMO with Ty Shay
25:12

Today’s episode of Marketing Trends features an interview with Ty Shay, Global CMO of Norton Lifelock. Ty is a Silicon Valley veteran who has served as CMO of multiple great tech companies including Hotwire and SquareTrade, and was the founder and CEO of FanIQ, a social sports gaming site. He is also on the board of directors of the ad council.

On this episode, Ty and Ian discuss how to create a campaign that will stick in people’s minds, how marketers misunderstand their basic function, and why Ty thinks you should turn off your marketing.

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 towww.pardot.com/podcast.

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

Jan 16, 2019
Product Launches, AI, and the Future of Marketing with Jeff Titterton
15:24

Jeff Titterton (Twitter: @jefftitterton) is the CMO of Zendesk. Jeff has more than 20 years of experience in marketing for innovative technology companies. On this episode, Jeff talks about his background, the future of AI in marketing, and how product launches are frequently mismanaged.

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 towww.pardot.com/podcast.

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

Jan 11, 2019
Beth Comstock: The Power of Change and How to Spur Creativity
44:46

Beth Comstock  (Twitter: @bethcomstock | IG: @bethcomstock) is the former CMO of GE and the author of Imagine It Forward: Courage, Creativity and the Power of Change. In this interview, Chad and Beth discuss how to stop tribalism in your business, developing better frameworks for creativity and the writing process behind Beth’s new book Imagine It Forward.

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 towww.pardot.com/podcast.

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

Jan 09, 2019
Top Marketing Trends for 2019 with Brian Rothenberg (Part 2)
18:01

Ian and Lauren are joined by Brian Rothenberg, a GM, CMO, and VP of Growth at Eventbrite. He helped grow Eventbrite from 100 employees to over 1,000 and a successful IPO earlier this year.

1:00 - Brian introduces the trend of consumer businesses becoming their own platforms, and what this means for product marketing.

3:20 - Creating cross-functional teams.

7:00 - Why the Head of Growth position will flatline and decline.

13:20 - The ways in which SaaS and B2B companies will start to act more like consumer businesses.

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 03, 2019
Top Marketing Trends for 2019 with Brian Rothenberg (Part 1)
24:52

Ian and Lauren are joined by Brian Rothenberg, a GM, CMO, and VP of Growth at Eventbrite. He helped grow Eventbrite from 100 employees to over 1,000 and a successful IPO earlier this year.

In this episode, we discuss the top marketing trends for 2019.

2:50 - How Brian became a marketer.

6:05 - Why the top of the funnel will shrink in 2019 and what it means for marketers.

8:45 - What to do about a shrinking funnel.

13:50 - Brian explains paid-acquisition arbitrage.

20:00 - How the podcasting industry will change in 2019.

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 31, 2018
Storytelling, Marketing, Dogs, and Donkeys with Meredith Ayan
26:21

How can marketers use engaging storytelling to hook their audience? Mission CEO Chad Grills sat down with Meredith Ayan, Executive Director of SPCA International, to answer exactly that.

SPCA International is a non-profit that reunites military service-members with animals they have befriended while on active duty. Meredith explained best practices for storytelling in email, how to segment storytelling for different audiences, and how SPCA reunited a marine with a donkey he met in Afghanistan.

This episode was recorded live at the Salesforce World Tour in New York.

  • 2:20 - How Meredith got started with SPCA.
  • 6:09 - The story of a marine with reconnected with a donkey he met in Afghanistan.
  • 7:40 - How SPCA picks which stories to tell.
  • 11:40 - The strategies SPCA uses to segment their storytelling based on audience.
  • 18:30 - Using images to tell stories.

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 26, 2018
Growth Through Analyst Relations with Joely Urton
50:57

Joely Urton is Vice President of Analyst Relations at Box. Previously, she worked in marketing roles for Oracle, Sun Microsystems, and Epiphany.

On this episode, Joely, Ian, and Lauren talk all things analyst relations, including how to manage an effective AR program, how to measure its success, and when a company should begin an AR program.

2:35 - What is analyst relations?

7:55 - How doing AR compares to normal marketing.

12:55 - When to start on an AR program.

37:00 - How to measure the success of an AR program.

49:15 - Most exciting marketing trends for the future.

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, 2018
Lessons Learned from Working with Jeff Bezos and What It Means To Be Customer-Obsessed with Jaleh Bisharat (Part 2)
31:59

Jaleh Bisharat is the Founder and CEO of NakedPoppy. In her career as a marketer, Jaleh has served as the CMO of Eventbrite, and a marketing VP for Amazon, Jawbone, and OpenTable.

In part 2, Jaleh discusses why she decided to not use a Powerpoint deck when pitching NakedPoppy, the best way to build a great team, and what it takes to be a great CMO.

3:30 - Why NakedPoppy decided not to use a Powerpoint deck when pitching their company to VC funds.

8:45 - How to build a team that complements your strengths.

11:30 - The three questions you need to ask to build an effective culture.

16:00 - The best way to hire great employees.

23:40 - The essential skills for becoming a great CMO.

25:50 - Why you should talk to customers one at a time.

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 18, 2018
Lessons Learned from Working with Jeff Bezos and What It Means To Be Customer-Obsessed with Jaleh Bisharat (Part 1)
37:03

Jaleh Bisharat is the Founder and CEO of NakedPoppy. In her career as a marketer, Jaleh has served as the CMO of Eventbrite, and a marketing VP for Amazon, Jawbone, and OpenTable.

In part one of our interview with Jaleh, she discusses what she learned working with Jeff Bezos, how to be customer-obsessed, and best practices for conducting effective market research.

3:00 - Lessons learned from working with Jeff Bezos.

5:10 - What it means to truly be customer-obsessed.

7:45 - Jaleh discusses the importance of delighting customers.

10:55 - How to fail well.

14:50 - The relative value of ideas vs. execution.

15:48 - Jaleh’s experience at OpenTable and what it took to break out from the competition.

26:30 - The importance of being able to finish your customers’ sentences.

30:15 - Best practices for conducting effective market research.

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 18, 2018
Positioning Your Product and How to do PR with Matthew Trifiro
01:13:47

Matthew Trifiro is the CMO of Vapor IO. As a multi-time CMO and CEO, Matt has a long track record helping companies achieve exponential growth.

On this episode, Matt discusses the "dirty secret" of launch products, the best advice for a new CMO, and why he thinks press releases are useless.

6:30 - The most important skill for any marketer.

21:30 - The biggest myth about creating the iPhone.

25:28 - Figuring out what you are "the best and only" at.

39:00 - How PR and thought leadership change from B2B to B2C.

42:15 - Why press releases are useless.

55:05 - What Matt has learned about effective branding.

57:30 - Creating effective anchor content.

01:10:10 - Matt's best advice for a new CMO.

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.

Mentioned Resources:

1. The Atari ST Owners Manual Matt wrote.

2. The Reptilian video game Matt wrote.

3. The Swindled podcast (answer to lightning round Q).

4. Bloomberg entry for Wink Communications, early interactive TV company co-founded by Matt where he created the category of "enhanced broadcasting."

5. The original Positioning by Al Ries and Jack Trout.

6. The white/pink tuna story at Snopes.com. As suspected, it's apocryphal and has many versions, but it's still a great story.

7. State of the Edge.

8. Open Glossary of Edge Computing.

9. Ogilvy's The Man in the Hathaway Shirt

Dec 12, 2018
Category Design, Competition, and Getting Creatives to Do Legendary Work with Christopher Lochhead
01:09:03

Christopher Lochhead is the co-author of the Harper Collins’ instant classic Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets and he’s the co-host of the Legends and Losers podcast. He is a serial entrepreneur and has served as the CMO of three public companies.

Chris joined Ian to discuss why category design is the most important skill set for a CMO, why competing is bad, and how to get creatives to do legendary work.

4:55 - How category design applies to music, politics, and life.

8:20 - The number one skill set that headhunters look for in a CMO.

11:25 - Why competing is bad.

24:55 - Making category design more than a messaging or branding exercise.

51:10  - How to get creatives to do legendary work for you.

1:06:15 - Why this is the most exciting time to be alive in history.

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 10, 2018
40 Lessons from 40 Years of Apple Ads (Part 2)
38:04

Few brands have had as large an impact on the world of marketing and advertising as Apple. For more than forty years, their advertising has set the bar for greatness.

In part 2, Lauren and Ian break down Apple ads from 1998 to today. We see how having an enemy makes for great marketing, and how to turn every product into an advertisement.

1:45 - The brightly colored iMacs show the world what thinking different really looks like.

6:15 - How the white headphones turned every iPod into an advertisement.

16:30 - Having an enemy makes for great advertising.

22:50 - Marketing the iPhone with "Hello."

31:10 - You're more powerful than you think.

36:00 - Apple's latest ad, "Share Your Gifts."

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 05, 2018
40 Lessons from 40 Years of Apple Ads (Part 1)
49:44

Few brands have had as large an impact on the world of marketing and advertising as Apple. For more than forty years, their advertising has set the bar for greatness.

In the first of a two part series, Lauren and Ian break down Apple ads from 1977 to 1997. The lessons drawn from these ads will help you "think different" and inspire you to be more creative.

4:50 - The thing that separates Apple from other advertisers.

15:00 - An ad called "homemaker" almost makes Lauren choke.

19:15 - How 1984 changed advertising forever.

24:10 - When Apple went too far.

44:45 - How "Think Different" saved Apple.

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, 2018
Sales and Marketing Alignment with Sean Sheppard
56:54

In this episode of Marketing Trends, we explore sales and marketing alignment. We brought in Sean Sheppard, a sales expert, to help explain how organizations can better align the two.

Sean is the founding partner of GrowthX and Co-Founder of GrowthX Academy. He is a serial entrepreneur who has successfully grown dozens of early-stage companies.

In addition to his experience as a multi-time founder, Sean ran the sales and business development track at Tradecraft and co-founded the Professional Sales College.

In this interview, Sean breaks down the x’s and o’s of how to get marketing and sales to work together.

2:00 - How to make marketing and sales collaborative rather than competitive.

9:20 - Why marketing should get messaging from sales.

17:00 - Creating product-to-market teams.

23:40 - How to handle product launches.

31:05 - Why SaaS should be service as a software.

37:20 - Evolving compensation plans for marketing and sales teams.

46:50 - How to make sure your star marketers can rise to the top.

55:05 - Best team-building exercises for marketing and sales.

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 28, 2018
Why CMOs Get Fired with Lauren Vaccarello
39:22

On this episode, Ian introduces his new co-host, Lauren Vaccarello. Lauren is a digital marketer who has held senior marketing roles with tech companies like Salesforce, AdRoll, and Box. She also co-authored two influential books on marketing: “The Retargeting Playbook” and “Complete B2B Online Marketing.”

Ian and Lauren discuss Lauren's background in marketing, why CMOs get fired, and how executives can keep up with the latest trends in marketing.

00:45 - Lauren's marketing background.

4:00 - Stumbling into lead scoring.

7:30 - Blending strategic and tactical marketing.

10:15 - Why great marketing looks easy.

12:50 - Why CMOs get fired, and how to avoid it.

17:00 - How to stay up to date with the latest marketing trends.

25:20 - How to set expectations with your CEO and board.

31:40 - The dumbest things a CMO can get fired for.

36:00 - The umbrella theory of marketing.

37:00 - Why this is the best time to be a marketer.

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 26, 2018
How to Make Complex Things Simple with Shannon Duffy
34:49

In this episode of Marketing Trends, Ian talks with Shannon Duffy, an SVP of Marketing at Salesforce. 

Shannon talks about how to build a marketing team from the ground up, how to take complex things and make them simple, and how "Melrose Place" inspired her to get into marketing.

1:25 - Shannon’s background in marketing and how she got started.

4:45 - How "Melrose Place" inspired Shannon to get into marketing.

7:50 - The link between marketing success and customer success.

10:05 - The campaign Shannon is most proud of.

15:00 - How marketers can embrace failure.

17:45 - How to improve the top of the marketing funnel.

19:40 - How to take complex ideas and make them simple.

21:00 - Why anyone can be in marketing, but not everyone is a marketer.

27:30 - How to build a team from the ground up.

31:50 - The best piece of advice for a beginning marketer.

32:40 - Lightning Round.

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 15, 2018
Aligning Sales & Marketing Metrics with Menaka Shroff
20:54

In this episode of Marketing Trends, Ian talks with Menaka Shroff, Global Head of Marketing of Devices and Mobility at Google. Menaka has also worked in marketing roles for Box and Yahoo.

We cover how she manages to find great companies to work for right before they take off, how to use analytics to drive better marketing, and how to get sales and marketing into better alignment.

1:10 - How Menaka got into marketing.

2:00 - Menaka’s strategy for picking great companies.

2:50 - The difference between corporate and start-up life.

5:10 - How to balance analytical marketers with other roles on a marketing team.

7:45 - Aligning sales and marketing on metrics.

10:10 - The best campaign Menaka has ever been a part of.

13:35 - The process of becoming a thought leader in an industry.

14:50 - How to plan and run a great corporate event.

16:40 - Lightning Round.

18:20 - The future of AI and machine learning.

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 15, 2018
Spreading Humankindness Through Marketing with Mark Viden
30:00

On this episode of Marketing Trends, Ian and Chad talk with Mark Viden, VP of Marketing for Dignity Health. Dignity Health is a large healthcare company based in California that does more than $10 billion in revenue and employs more than 60,000 people.

Mark shares the early impact of reading David Ogilvy, how he deals with rejection, and sheds light on his 17-year career at Dignity Health. 

1:45 - When Mark first got excited about marketing and advertising.

3:20 - Mark’s marketing inspirations.

5:10 - Advice for up-and-coming marketers.

7:00 - Executing on the Hello Humankindness campaign.

17:40 - How to use marketing to improve someone’s life.

19:00 - Lightning Round.

20:45 - Mark’s favorite marketing tool.

22:00 - The most important marketing trends that Mark sees coming.

26:50 - Why you should always start with strategy.

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 15, 2018
How to Pitch Risky Initiatives with Sara Varni
30:36

On this episode of Marketing Trends, Chad and Ian talk to Sara Varni, the CMO of Twilio.

She talks about how CMOs can pitch expensive and risky initiatives, how marketers waste money by failing to make long term plans, and she shares a few tactics that her team uses to be meticulous about finding ways to connect with the customer. 

1:30 - How Sara got inspired to get into marketing.

5:30 - How form affects substance when you are creating content.

6:55 - Learning from both bad bosses and good bosses.

8:45 - Prioritizing a day and not being driven by your inbox.

11:00 - How to create a great conference.

14:00 - The marketing campaign Sara is most proud of in her career.

16:40 - Learning to pitch risky or difficult initiatives.

18:40 - Why demand gen is an art and a science.

21:20 - The worst campaign Sara has ever run.

24:15 - Generating word of mouth buzz.

25:40 - Lightning Round.

28:00 - Where marketers blow the most money. 

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 15, 2018
Introducing Marketing Trends
13:05

Ian Faison, Chief Content Officer of The Mission, is joined by Chad Grills, CEO of The Mission. They discuss their background in marketing, why they decided to produce Marketing Trends, and what you can expect in the upcoming season.

1:10 - Why Marketing Trends? What do we hope to accomplish?

3:05 - Who is Marketing Trends for?

5:15 - Why we need more honesty in marketing.

7:15 - Who are we? Who are we interviewing?

9:00 - How marketers can help mediate a better future.

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 15, 2018
Trailer
01:07

Welcome to Marketing Trends! Our twice a week podcast includes all the news and analysis you need to stay up to date on developments in the marketing world.

You’ll get interviews with trailblazing marketers, including CMOs, CEOs, VPs, and industry leaders. You’ll also 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.

We also cover real-world marketing case studies and present how-to’s and principles to help you stay up to date.

Enjoy Marketing Trends!

Nov 15, 2018