Marketing Trends

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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
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.

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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.

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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.

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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.

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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.

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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.

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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.

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.

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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.

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

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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

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.

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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.

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

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.

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

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