Best practices told you to optimize reputation across all 10,000 locations equally—but granular competitive data just revealed that 7,000 of those stores don't need it, and you're wasting millions on the wrong priorities. The era of broad-based marketing is over. Michael Walrath (CEO & Founder of Yext) reveals why we're entering a "post-best-practice world" where context trumps everything. From the 10,000 taco restaurant problem (why you're overspending on 7,000 stores that don't need help), to why pay-to-play platforms like Forrester and Gartner face disruption, to how ChatGPT's memory will match insurance agents to customers based on shared interests like golf—without anyone typing a single preference. You'll learn why software and services are blending (Palantir trades at 105x revenue for this reason), why store managers need localized control instead of centralized brand police, and how AI context windows are fundamentally shifting from generic queries to completely bespoke recommendations. This is the playbook for moving beyond one-size-fits-all tactics into hyper-personalized optimization at scale.   Chapters: 00:00 Is "Content Everywhere" Already Outdated? 01:10 The 10,000 Taco Problem: Why Best Practices Waste Millions 04:07 Will Forrester, Gartner & G2 Survive the AI Era? 07:30 Context is Everything: The Lunch Example That Explains AI's Future  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Most websites are bleeding traffic before visitors even see the page… and Google Analytics can't tell you it's happening. Pantheon's data shows that if your site takes longer than 2 seconds to load, users swipe away before your page even renders. The magic number is now under 1 second, and mobile users expect websites to feel identical to opening an app. Josh Koenig (Co-Founder and SVP of Marketing at Pantheon) reveals what's silently killing growth: the brutal shift in user expectations, how AI crawlers swarm websites like "denial of service attacks" on UFC fight nights, and why companies need to structure content for LLMs as "research assistants." He breaks down the 5 evergreen SEO tactics that still work—question/answer formats, schema markup, Reddit engagement, strong brand voice, and ungating content—plus why chasing AI micro-trends is risky. From understanding what data Google Analytics can't see to learning why gated content is dying in the LLM era, this is the framework for building websites that survive both human impatience and AI crawler swarms. If you're still optimizing for 5-second load times or seeing unexplained traffic drops despite good rankings, this shows you exactly what's broken.   Chapters: 00:00 - Page Speed's Silent Kill (Bounce Before Load) 02:10 - The Magic Numbers (1 Second Good, 2 Seconds Dead) 04:04 - AI Crawlers Swarming Sites (UFC Fight Night Case) 08:54 - Five Evergreen Rules for the LLM Era ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What if the marketing channel getting the least resources is actually shaping your entire brand reputation? Daniella Sampson reveals why B2B teams chase the wrong AI trends while underfunding social media. She breaks down GEO vs SEO, why monitoring 10,000 prompts daily is mostly noise, and how AI agents are forcing brands to evolve from social listening to social intelligence. She explains her 300-data-point framework, manually analyzing competitors across websites, LinkedIn, Instagram, press releases, and ads to create spider chart visualizations revealing genuine white space opportunities. She details why ChatGPT failed to automate this work, why brand fatigue doesn’t mean consumers are tired of you, and why Coca-Cola has never changed their red. We explore how to build a properly resourced social team, why B2B brands need to ditch corporate TikTok dances, why LinkedIn + TikTok is the top B2B combo in 2026, and why consistency beats perfection every time. Chapters: 01:10 - Why GEO Matters More Than You Think 02:36 - GEO vs SEO: Conversations Over Keywords 06:44 - Hidden Brand Mentions You're Missing 09:32 - AI Agents and the Future of Social Intelligence 16:12 - Why AI Still Needs Human Taste 17:25 - The Most Valuable AI Use Cases Right Now 37:49 - The 300 Data Point Framework Explained 46:20 - Building the Right Social Team in 2026 48:16 - Where B2B Brands Go Wrong on Social 49:30 - LinkedIn + TikTok: The B2B Power Combo   ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every startup hits the same ceiling: your founder customers love you, but they won't get you to $200M. So how do you move upmarket to enterprise without losing the community that built you? Harmony Anderson, VP of Growth & Marketing at Superhuman, gets into the real mechanics of it: The 70/30 resource split between enterprise and community Why she's hiring a "startup evangelist" to hold down their founder base Why they didn't need a rebrand to start winning enterprise deals What she learned studying how Canva pulled off the same shift Plus, Harmony's vision for where AI-native productivity is actually headed and why the line between your personal and professional tools is about to disappear. If you enjoyed this clip, be sure to check out the full episode on Marketing Trends: The Secret To Scaling From $20 Million to $200 Million ARR (Extremely Fast)  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In January 2026, a CMO at a six billion dollar software company scrapped his entire year's marketing plan only two weeks into the year. AI agents made it obsolete. Stephanie Postles, CEO of Mission.org, and Lacey Peace, VP of Content, explain in plain English what AI agents are, why they are fundamentally different from the automations marketing teams rely on today, and what this shift means for marketing jobs, team structure, and the skills that will matter most going forward. If you have confused AI agents with automation or wondered whether your role is safe, this episode gives a direct answer. Chapters 00:35 - Introduction 01:31 - The CMO Who Scrapped His 2026 Marketing Plan in January 02:30 - What Triggered This, and Why It Happened in Two Weeks 05:12 - What Is an AI Agent? (Plain English Definition) 08:14 - AI Agents vs. Automation: The Key Difference 09:40 - The Mindset Shift Required to Use AI Agents Effectively 13:50 - What Happens to Marketers in Execution Roles 14:20 - How Automation Reshaped Marketing Jobs Before 15:16 - Do Marketers Need to Understand AI Internals 20:28 - Is AI Coming for Marketing Jobs, The Honest Answer 21:54 - What Marketers Should Do Right Now 23:48 - Recap and What Is Coming Next ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Most brands think viral marketing takes months of planning and massive budgets. Nick Tran engineered it in 72 hours. In this segment from Marketing Trends, the former Global Head of Marketing at TikTok breaks down the exact reverse-engineered playbook that turned unknown creators like the Ocean Spray skateboarder into overnight viral sensations, and why the traditional 2-3 month campaign timeline is dead. From understanding why Nick tells marketing leaders to "kill your KPIs" and hire for intuition instead, to learning how he identified viral potential before it happened, this is a masterclass in speed-to-market and cultural relevance. If your team is still running 90-day campaign cycles while competitors are shipping in weeks, this framework will show you exactly what you're missing, and how to move faster without sacrificing quality. Chapters:00:00 - The Reverse-Engineered Playbook04:32 - Project Cheetah: 72 Hours to Viral09:15 - Moving Upmarket Without Losing Your Soul13:48 - Five Things Marketing Leaders Must Unlearn  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The marketing teams winning with AI today are not the ones chasing every new model release. They are the ones who found the boring, repetitive tasks their teams hate and automated those first.Nir Pochter, Co-Founder and CMO at Lightricks, joins Stephanie Postles on Marketing Trends to break down what AI actually means for creative workflows and why most teams are still using it wrong.You’ll learn:- The "algebra problem" of AI adoption- How to save your design team 80% of their time- Why the gap between marketers who use AI well and those who don't is widening fast.- How to use an LLM scoring system to pre-review documents for you- The dangerous trend of "AI Marketer" job titles- What’s really in store for the future of video+AI Key Moments:00:00 — Why AI Hasn't Improved Creative Output Yet02:06 — The Algebra Problem: Tools vs. Knowing How to Use Them07:27 — Nir's Background: AI PhD to Lightricks and FaceTune09:46 — What Used to Take Weeks Now Takes Minutes13:35 — Why Automating Everything Failed Miserably16:38 — Start with What People Hate Doing20:08 — The LLM Scoring System: Nothing Gets Reviewed Without an 8521:43 — Train Your LLM to Be Mean, Not Nice23:32 — Building Custom GPTs with Company Guidelines26:30 — The Pitfall: Using AI to Please Leadership28:47 — From Toys to Tools: Why Text-to-Video Isn't Enough31:05 — Coca-Cola's 70,000 Prompts (Was It Worth It?)34:41 — AI Won't Replace Creatives, But This Will37:04 — The Two Critical Skills: Prompting and Curation37:55 — How AI Multiplies the Skills Gap (7 vs 10 Example)42:47 — What CMOs Should Be Asking Their Teams46:20 — Why "AI Marketer" Is LinkedIn Fluff ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The websites that win today are not the ones with the most content. They are the ones that deliver a fast, clean experience in the very first second a visitor arrives.Josh Koenig, Co-Founder and SVP of Marketing at Pantheon, joins Stephanie Postles on Marketing Trends to break down what he is seeing across thousands of high-traffic sites and why most teams still miss the basics. He explains how the shift from search to ask is changing online discovery, what AI bots prioritize when they crawl a site, and why the fundamentals of clarity, structure, and speed now matter more than any growth hack.Josh also shares how teams are using Pantheon’s new Content Publisher to eliminate copy-and-paste workflows, why vibe coding is giving non-technical teams the ability to build richer digital experiences, and what the rise of AI-powered crawlers means for anyone trying to stand out on the modern web.Key Moments: 00:00 — The Two-Second Rule: Why Website Speed Kills Conversions04:30 — The Hidden Growth Killer Most Marketers Miss08:21 — AI Crawlers Gone Wild: The UFC Fight Night Story12:22 — Five Evergreen Website Tactics for the LLM Era16:13 — The Gated Content Dilemma: Lead Gen vs AI Indexing20:42 — Avoiding Artificial SEO: When Optimization Goes Too Far23:10 — The Generic Content Trap Poisoning AI Search Results26:00 — Content Publisher for Google Docs: Eliminating Copy-Paste31:53 — The CMO-CTO Partnership: Why This Relationship Unlocks Growth36:05 — Brokering Peace Between Marketing and IT Teams40:20 — Vibe Coding for Marketers: The Prototype Revolution44:06 — Next.js Explained: Open Source for Marketing Development48:17 — From Vibe Code to Production: The Last Mile Problem51:03 — Data Analysis Without the Wait: LLMs Democratizing Insights54:20 — The Entrepreneurial Marketer: Why Technical Fluency Is Required ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The most future-ready marketing leaders aren’t the ones chasing trends… they’re the ones who can reinvent themselves every time the industry changes.Michelle Huff, Chief Marketing Officer at Alteryx, joins Marketing Trends to break down the mindset that kept her relevant through every major tech revolution, from Web1 to cloud, SaaS, PLG, and now AI. She explains how to balance curiosity with focus, why AI is really about automating judgment (not just tasks), and how she’s redesigning her marketing org around agents, automation, and new workflows.Michelle also shares early results from Alteryx’s AI experiments, how she’s rebuilding a 700,000-person community, and why great leaders still start with the end user even as their buyer audiences expand. Key Moments:  00:00 – How to Stay Relevant Through Every Tech Shift03:42 – A Career Spanning Web1, Cloud, SaaS, and AI06:58 – Curiosity Is the Ultimate Career Advantage10:12 – When Leaders Should Tinker and When to Delegate13:28 – Building a Marketing Culture That Experiments16:41 – Why AI Is About Judgment, Not Just Automation20:07 – Inside an AI-Powered SDR Outbound Workflow23:34 – Do AI Agents Replace People or Elevate Them26:58 – Upskilling Teams in an AI-Driven Organization30:17 – Why Most AI Content Fails to Break Through33:36 – How to Stand Out in a Noisy B2B Market36:52 – Why Enterprise Brands Lose Touch With End Users39:48 – How Alteryx Built a 700,000-Person Community43:06 – Turning Community Into Competition and Learning46:32 – Early AI Wins That Drive Real Pipeline Impact  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The strongest marketing leaders are not the ones with perfect plans. They are the ones who know how to lead through real life.And few people understand that better than Niki Hall and Dayle Hall.Niki, former CMO of Five9, and Dayle, CMO of SnapLogic, join Marketing Trends to share how they balance two big careers, raise a family, and approach marketing from completely different angles.They break down how they support each other through major job shifts, navigate brand versus demand debates, and build teams that can adapt to rapid change. They also explain how AI is reshaping customer experience, what metrics actually matter, and why modern leaders need both operational rigor and creative courage. Key Moments:00:00 Meeting the CMO Couple02:23 How They Met at Cisco05:08 Early Career Moments That Shaped Them08:16 When Their Marketing Paths Split10:11 Growing Up as Marketers Inside Cisco12:00 Balancing Two Big Careers and a Family13:40 The Realities of Career Timing and Tradeoffs15:56 Parenting, Travel, and Real-Life Leadership18:15 Why Community Matters for Working Parents20:38 Helping the Next Generation of Leaders23:20 Marketing in 2026 and the Impact of AI24:43 Brand vs Demand and How They Debate It31:17 What They Learned From Each Other’s Strengths32:00 Org Design and Building a Modern Marketing Team51:03 Career Pivots, Pressure, and Personal Growth1:12:54 Lightning Round and Final Takeaways  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The brands everyone talks about are not the safest ones. They are the bold ones.And few people understand that better than Nick Tran.The former TikTok Global Head of Marketing and current Diageo President and CMO joins Marketing Trends to break down how he built momentum inside fast moving environments, rebuilt brands under pressure, and helped TikTok become a cultural engine instead of just another app.Nick explains why the traditional marketing playbook is obsolete, how to create ideas that move culture instead of reacting to it, and what today’s fastest moving teams get wrong about attention, creativity, and risk. CHAPTERS / KEY MOMENTS00:00 Engineering a Viral Influencer02:20 What Bold Marketing Looks Like in 202604:20 Crisis Marketing at Taco Bell07:05 Lessons From Stance and Samsung09:30 Reinventing Hulu With Culture Marketing11:00 Why the Old Marketing Playbook Is Dead13:40 Inside TikTok’s Project Cheetah16:45 Making Creators Culturally Famous on Purpose19:35 Five Marketing Behaviors Leaders Must Unlearn22:20 The ROI Trap and Bad Marketing Metrics25:00 Why Modern CMOs Should Become CEOs26:00 The Ocean Spray x DogFace420 Breakout Moment29:10 The Rise of AI Influencers and Virtual Icons30:00 Worldbuilding: The Future of Brand Marketing33:00 Reinventing Ciroc Through Lifestyle Experiences37:00 Pickleball, Pop-Ups, and The New Experiential Playbook43:00 Out-of-Home Creative, Simplicity, and Cultural Signals ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When everyone has access to the same AI tools, what separates the great from the forgettable is the human behind the screen.Fiverr’s VP of Global Brand Communications, Shiri Hellmann, joins Marketing Trends to break down how her team turns chaos into creativity. From producing the viral “Gary” campaign with real freelancers to writing a rom-com about avocados, Shiri reveals how Fiverr spots cultural moments early, takes smart risks, and proves that talent still beats the algorithm. CHAPTERS / KEY MOMENTS00:00 - The Weirdest Fiverr Requests Ever02:58 - How Fiverr Grew from Weird to Global Brand04:00 - Inside Fiverr’s Wildest Marketing Campaigns06:11 - Freelancers Behind Fiverr’s AI Ad "Gary"08:40 - How Fiverr Selects Top Creators10:00 - The Data-Driven Matchmaking Engine12:10 - Strategy Behind Creative Campaigns14:05 - From Vibe Coding to Avocado Apps16:20 - AI, Humans, and the Future of Creative Work18:55 - Taking Risks and Learning from Failures21:00 - The "F***-Up Night" and Courage Culture23:25 - Biggest Marketing Lesson: Marketers vs. Consumers26:30 - How Fiverr Stays Grounded and Human29:40 - Emerging Trends and The Future of Work33:10 - How Fiverr’s Culture Fuels Innovation37:25 - What’s Next for Fiverr and Freelancers41:00 - Shiri’s Advice for Marketers and Founders44:45 - Closing Reflections and Takeaways ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Brands don’t live in campaigns… they live in memory. In this episode of Marketing Trends, Ulli Appelbaum, Founder & CSO of First The Trousers Then The Shoes, joins Stephanie Postles to unpack how brand associations and mental availability determine what people choose long after the ad ends. From Geico’s 15%, Snickers’ hunger fix, and Nike’s evolution of “Just Do It,” to Salesforce’s AI rebrand and Harley-Davidson’s Jumpstart, Ulli reveals why the brands that last are the ones that refresh old memories instead of chasing new fads. Key Moments:  0:00 The Hidden Power of Brand Associations2:03 Ulli Appelbaum Explains the Science of Memorable Brands4:20 The Problem With Trendy Marketing Playbooks6:00 How Geico and Snickers Built Brand Memories8:10 Changing Brand Perception Is Hard11:00 How Nike Avoided a Rebranding Fail14:00 Three Elements Every Effective Campaign Needs18:00 Evidence-Based Marketing and Brand Association24:00 US Marketers Have Lost Their Edge30:20 Most Customer Journey Maps Waste Time33:00 The Touchpoint That Changes Customer Behavior37:00 Creative Problem Solving and Destructive Thinking47:30 The 95 Percent Rule for Balancing Brand With Sales  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How do you market the experience of walking through rooms of illusion that flip reality on its head? In this episode, Stephanie Postles chats with Andy Levey, the mastermind CMO behind the Museum of Illusions, to discover how to craft unforgettable moments that captivate audiences. Learn how to apply these strategies to market brands that sell experiences - from local business, SaaS, B2B, and more. Key Moments:00:00 Andy Levey Turns Wonder Into Marketing Strategy02:00 Inside the World’s Most Photographed Museum04:00 From Wall Street to Vegas Viral Experiences07:30 Building the Biggest Brand No One’s Heard Of09:30 Cracking the Local Playbook for Global Growth14:14 Data and Science Behind Going Viral16:44 Marketing FOMO With Radio and Influencers19:00 Winning Local Search and the AI-Discoverability Game24:00 Bringing Emotion Back to B2B Marketing27:23 How to Make Customers Feel Your Product33:43 Lessons from Failed Launches38:10 Using AI to Scale Creative, Not Replace It45:00 The Best Marketing Campaigns51:00 Marketing Trends Outro ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

He became CMO of GoodRx in just five years, then started taking big swings: reviving nostalgic jingles, building an audio-first brand strategy, and proving that sound can punch through today’s visual overload.Ryan Sullivan joins Marketing Trends to share how he moved from performance marketer to CMO at record speed, why he’s betting on radio and podcasts, and how a singing prairie dog and memorable earworms can do serious brand-building work.Ryan and Stephanie dig into balancing art and science in measurement, evolving a beloved brand without throwing away equity, launching the “Savings Wrangler” platform largely in-house, and the PR and discoverability strategies built for an AI-driven search world. If you care about growth that lasts longer than a dashboard refresh, this conversation is for you.Listen for: how to rise to CMO in five years, making audio an advantage, crafting jingles that stick, designing a multi-horizon measurement system, and scaling brand salience without a costly rebrand. Key Moments: 00:00 Introduction to GoodRx’s Marketing Strategy01:37 How Ryan Sullivan Became a CMO in Five Years05:34 Measurement and Marketing Efficacy10:57 The Savings Wrangler Campaign29:50 Balancing B2C and B2B Marketing32:40 The Importance of Brand Consistency36:38 Contrarian Marketing Bets37:21 The Power of Audio in Marketing41:32 Leveraging Third Party Content for AI Brand Discovery45:15 Balancing Data and Intuition in Marketing51:26 Building a Robust Measurement System01:00:55 Lightning Round: Quickfire Questions For GoodRx’s CMO ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Monster trucks, skeletons, and a CMO who doesn’t think about cost analysis very often. In this in-studio conversation, Torq CMO Don Jeter breaks down how brand-led world-building beats feature dumps, why entertainment now matters more than information on the trade show floor, and how a Monster Jam partnership and an episodic LinkedIn “junior intern” series created real pipeline by earning mental real estate long before buyers are in-market. We get into the 60-day rebrand sprints, showing up at Black Hat, aligning sales and product so bold creative actually converts, measuring what matters when attribution gets fuzzy, and using AI for brainstorming without shipping “AI slop.” Stick around to the lightning round where Don reveals his $10M marketing moonshot and the sacred marketing belief he thinks won’t age well. If you care about brand, demand, and breaking B2B sameness, watch through to the end and then queue it up on audio for the commute. Key Moments: 00:00: Brand > Features: Cold Open02:09: Rebrand to Stand Out (Not Blend In)03:53: Trade Show Strategy + Monster Jam Booth07:31: World-Building for B2B Brands10:02: Episodic LinkedIn: Meet “Intern Trevor”13:18: Do Bold Stunts Actually Drive Revenue?20:16: Brand x Product x Sales: Tight Alignment30:04: Polarizing on Purpose: Handling the Haters34:30: Collabs, Culture & Consistency (Beyond F1)38:52: AI for Ideas, Humans for Taste45:00: Hiring Creatives + Technical PMM Muscle48:03 Lightning Round (Super Bowl Ads, Hot Takes & More)  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What does it take to rebrand a 40-year-old tech giant — and make it relevant for the AI era?Stephanie sits down with Ann Minooka, Chief Marketing Officer at Synopsys, to uncover how she’s redefining brand storytelling in one of the most complex spaces in tech. From repositioning a legacy company to pioneering demand generation strategies that deliver real pipeline, Ann shares her full playbook — including how AI is reshaping marketing, storytelling, and the future of customer search behavior.If you’re a CMO, marketing leader, or just fascinated by the intersection of AI, storytelling, and strategy, this is one conversation you don’t want to miss.Watch the full episode to hear Ann’s insights on positioning, growth, and preparing for the next era of agentic buying.Key Moments: 00:00: Who Is Ann Minooka, CMO Of Synopsys? 03:00: The Era of Pervasive Intelligence06:30: Shifting the Brand Narrative10:00: Storytelling & Positioning Playbook14:00: Measuring Marketing Impact22:00: Preparing for the AI & LLM Agentic Future25:00: Content & Storytelling in a Technical Space32:00: Advice for New Marketing Leaders36:00: Rapid-Fire Marketing Questions ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you’re still optimizing for traditional SEO, this one might sting. But if you’re ready to win the AI search wars, welcome to your new bible.Michael Walrath (CEO of Yext) is not sugarcoating our new AI-dominated environment that has transformed the market. He breaks down exactly how search is being torn apart by AI, why local SEO is being rewritten in real-time, and what it actually means to structure your content for machines — not humans. Stephanie and Mike go head-to-head on search nostalgia (Google geeks, look away) and unpack the playbook for brand visibility in a world that’s splintering fast.Watch the full episode now and tell your SEO team: it’s time to evolve or get left behind.Key Moments: 00:00: Why Google Traffic Is Down and What It Means for Marketers07:07: Yext’s Origin Story: From Call Routing to Search Visibility12:39: Navigating the New Era of Search15:59: The Importance of Structured Data26:02: Challenges in Managing Reputation Across Multiple Locations27:53: Disruption in the B2B Software Market33:58 Big Bets and Innovations at Yext40:14 Fun and Insightful Lightening Round Questions ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How do you future-proof your marketing strategy when LLMs are rewriting the rules in real time? Salesforce Applications CMO Amber Armstrong has answers — and the data to back them up.Stephanie Postles sits down with Amber to unpack how Salesforce is rethinking SEO, scaling AI agents, and finally cracking the code on account-based marketing. From converting LLM traffic at 40% to building cross-cloud alignment with “guilds,” Amber shares tactical insights and bold bets that every modern marketer needs to hear.Key Moments: 00:00 How AI and LLMs Are Reshaping the Marketing Funnel03:54 Amber Armstrong’s Journey from IBM Intern to CMO at Salesforce06:35 The Expanding Role of AI in Modern Marketing Teams08:52 Inside Salesforce’s Guild System: How Amber Aligns Teams Across Four Clouds17:31 Real AI Use Cases from Amber Armstrong’s Marketing Team at Salesforce26:40 Amber Armstrong’s Playbook for Future-Proofing SEO in the Age of LLMs30:55 How Salesforce’s Website Converts 40% of LLM Traffic into Leads35:58 Building AI Agents at Scale: Lessons from Salesforce’s Agent Force Rollout37:53 The Ongoing Role of Third-Party Validation in Buyer Decision-Making39:49 Amber Armstrong on Adapting Marketing Metrics for an AI-First Future40:40 How Salesforce Aligns Content Strategy Across Business Units44:56 Amber Armstrong’s Advice for Getting Teams Comfortable with AI Tools51:24 Salesforce’s Next Big Moves: Account-Based Marketing and Cross-Cloud Growth ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What happens when your top-performing SEO strategy becomes obsolete in just 90 days?   In this special “fire drill” edition of Marketing Trends, host Stephanie Postles teams up with guest host Lacey Peace to tackle the urgent question every marketer is asking:   How do we actually show up in an AI-powered search world?   With explosive growth in LLM-powered search results, YouTube and podcast citations rising by over 300%, and AI agents reshaping how buyers make decisions, this episode delivers a practical, 5-step playbook to future-proof your content strategy. Whether you're leading a marketing team or building brand awareness as a founder, this is the episode you can’t afford to miss. Hit play to get the full strategy, and make sure your brand isn’t erased from the future of search. Key Moments:   00:00 Why AI Agents Are Rewriting the Rules of Marketing01:05 Why This Episode Is a Fire Drill for Marketers01:47 SEO Is Broken: What LLM Search Means for Content Strategy03:12 The Data Doesn’t Lie: 102% Growth in AI Overviews, 310% in YouTube Citations06:10 How to Create Content That Actually Shows Up in AI Results09:37 5 Urgent Steps Marketers Must Take to Win in the Age of AI22:48 What Happens If You Don’t Act Now? + How to Stay Ahead ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Harmony Anderson didn’t wait 90 days to make an impact at Superhuman — she launched a major campaign in her first five weeks. Harmony Anderson, Head of Marketing and Growth Product at Superhuman, breaks down why moving fast (and strategically) matters more than playing it safe, especially in high-growth startups. We dig into what it really takes to scale from $20M to $200M ARR, how to enter the enterprise market without abandoning your early adopters, and why traditional attribution models are falling behind in the age of AI and influencers. If you're navigating go-to-market pivots, building modern marketing infrastructure, or just trying to avoid another forgettable brand campaign — this episode is packed with insights. And congratulations to the Superhuman team for being acquired by Grammarly! Key Moments: 00:00 Harmony Anderson on Moving Upmarket and Scaling 01:35 Welcome to Marketing Trends 02:05 Harmony Anderson’s Career Journey 08:33 Fast-Paced Marketing Strategies 13:20 Navigating the Dark Funnel 15:59 Balancing Brand and Attribution 16:47 The Role of Influencers in Modern Marketing 19:27 Positioning in the AI Market 24:41 Moving Up Market: Challenges and Strategies 35:06 Vision Setting and Company Evolution 36:11 Superhuman's Ambitious Roadmap 37:02 Unified Productivity and AI Integration 44:18 Scaling Operations for Rapid Growth 48:09 Innovative Tools and Harmony's Tech Stack 51:13 AI in Content Creation and Marketing 56:02 The Resurgence of Webinars 01:02:14 Superhuman for Startups Program ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What do you get when you mix a 70-year-old legacy brand, Gen Z tax filers, and a reality TV show called Responsibility Island?An absolute marketing fever dream. And Jill Cress — CMO of H&R Block — is the mastermind behind it. We unpack how she’s giving TurboTax-meets-Gen-Z realness. We’re talking Roblox integrations, bold brand storytelling, and what happens when you challenge a category that’s historically allergic to change.We cover:– How H&R Block turned tax season into a cultural moment– What marketers get wrong about Gen Z (and how to fix it)– Why AI is useful, but human empathy still pays the bills– The 4 E’s of customer experience (one of them might make you cry)This is legacy brand marketing with ✨main character energy.✨Press play. Take notes. Maybe even call your tax pro. Key Moments:00:00 Introduction to Jill Cress, CMO of H&R Block01:49 H&R Block's Legacy and Innovation13:03 Challenges and Surprises in Marketing19:45 Responsibility Island: A Bold Marketing Move25:41 Measuring Success and Future Plans30:59 Differentiation and Brand Storytelling33:15 Life Stage Stories and Customer Experience38:21 The Role of Empathy in Customer Relationships44:08 AI in Tax Assistance51:33 The Future of Brand Storytelling53:43 Advice for Young Marketers57:02 Relevant or Irrelevant: Lightening Round ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What if the next big wave in marketing isn’t about targeting people at all—but impressing their AI agents instead?Abhay Parasnis, CEO of Typeface and former CTO at Adobe, joins us to explain why the future of brand discovery is less “search bar” and more “autonomous agents doing your shopping.” Abhay makes a bold case that most traditional marketing (think SEO strategies, AB tests, and static brand books) is already becoming obsolete. Instead, the brands that win will be the ones building content systems smart enough to speak directly to intelligent agents that buy and sell on our behalf.But this conversation doesn’t stop at marketing disruption. Abhay pulls back the curtain on Typeface’s meteoric rise, driven in large part by early, strategic partnerships with companies like Microsoft, Salesforce, and Google. He argues that AI startups don’t need to outcompete the giants… they need to build what the giants can’t, and then let those giants bring them customers. It’s a refreshing take on B2B growth that flips the usual “go it alone” startup myth on its head.From identifying watermelon metrics to replacing agency workflows with AI copilots, Abhay brings sharp insight, grounded optimism, and just enough heresy to keep it interesting. If you’re trying to navigate the chaos of modern marketing, or just wondering what comes after search, this episode is your map. Key Moments:00:00 Abhay Parasnis: CEO of Typeface & Ex-Adobe CTO06:48 Typeface’s Vision and Genesis14:03 The Role of AI in Brand Management17:29 The Future of Agencies in an AI-Driven World25:06 Change Management and the Adoption of AI37:46 AI in Campaign Creation and Performance Measurement40:34 The Future of Search and SEO46:53 Identifying High-Quality Content in AI-Driven Marketing48:16 Offline Relationships and Physical Experiences50:47 The Future of Partnerships in Tech59:45 Transformation in the C-Suite01:04:15 Relevant or Not Relevant: Quick Takes01:05:49 The Future of Digital Content Marketing in an AI-Driven World ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Think LinkedIn is the place to reach technical buyers?Auvik CMO Susanne Rodriguez breaks down how her team built an insanely effective Reddit and Facebook strategy — yes, Facebook — to reach IT pros who dodge sales emails like it's their job (because it is).We’re talking memes that convert, subreddits that slap, and how to avoid getting flamed by Reddit mods who smell B2B fluff from a mile away. You’ll also hear how Auvik got dragged for a meme, owned it publicly, and came out stronger — a.k.a. how to market like a human.If you’ve ever uttered the words “we need more MQLs” while ignoring your company’s meme game… this one's for you.🎯 Watch till the end — because the last 5 minutes might make you rethink your entire ABM budget. Key Moments: 00:00 Who Is Suzanne Rodriguez, CMO at Auvik?02:50 Reddit Marketing for IT Pros: Painful, Petty, Perfect08:33 Meme Wars and Raspberry Pis: A Campaign Autopsy25:02 The Great Content Tug-of-War: Entertainment vs. Conversion27:38 Direct Traffic, Zero Conversions, and the Website that Won’t Work34:47 Getting Found in the AI Age: Search Visibility in a ChatGPT World36:13 Instagram and Facebook for IT Pros? Apparently, Yes37:29 No Faking It: Building Trust Through Realness43:36 Radical Candor and Proving the CMO Wrong50:13 Hiring for Grit, Curiosity, and a Love of Data58:21 Hot Takes, Hard Truths, and Lightning Round Wisdom ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

You’re still optimizing for Google? That’s cute… Marcus Sheridan, author of They Ask, You Answer, joins us for a high-energy episode, he joins host Stephanie Postles to break down why the playbook most B2B marketers are still running is dangerously outdated. They dive deep into the collapse of traditional SEO, the rise of AI-generated answers, and why brands that aren’t building trust through video, transparency, and self-service tools are already falling behind. Marcus shares tactical examples from the likes of Liquid Death, Shasta Pools, and his own viral pool pricing content that generated $35M+ in sales. He also drops a bold prediction: your YouTube channel will soon matter more than your website. Whether you’re a CMO tired of playing it safe or a marketer trying to sell bold ideas up the chain, this episode is your permission slip to think (and market) differently. Key Moments: 00:00: Is Google Dead? Marcus Sheridan On Why Search Is Breaking for Marketers00:23: Why Your YouTube Channel Will Soon Outrank Your Website14:50: The #1 Interview Question CMOs Should Be Asking16:39: The Big 5 Content Topics Buyers Actually Care About29:03: Self-Service Tools: The Secret Weapon for Modern Marketers40:55: How to Avoid the Pitfalls of Radical Transparency43:15: Why SaaS Pricing Pages Are Failing the Modern Buyer46:37: Will Websites Matter in 5 Years? AI Is Changing the Game ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In a twist that flips the format, today’s Marketing Trends episode puts longtime host Stephanie in the guest seat as Lacey Peace — the show’s behind-the-scenes force for nearly a decade — grabs the mic. What unfolds is a no-BS conversation about how AI is dismantling the old playbook, why cold emails are basically spam of the past, and what marketers need to do now to stay relevant. Stephanie unpacks why Account-Based Experiences (ABX) — not just ABM — are the new battleground for meaningful engagement, and why trust, speed, and human connection are the real growth levers in an AI-saturated world. From digital buyer agents and decentralized discovery to building content that LLMs can’t summarize, this episode delivers sharp takes on where marketing is headed — and who’s already falling behind. And if you're curious about cold texting, naming dogs after food, or whether mascots actually move the needle… don’t miss the lightning-fast Relevant or Irrelevant round. Key Moments: 00:00 From 2,000 Interviews to the Hot Seat01:08 How AI Is Reshaping B2B Marketing02:25 The Collapse of Traditional Tactics03:43 AI Disrupting Email & Search Marketing04:39 Why ABX Is the Future of B2B Strategy08:54 AI Buyer Agents Are Coming — Fast13:32 Trust, Community & Decentralized Buying17:07 ABM vs. ABX: What's the Real Difference?21:34 Smarter Metrics for Long-Term Growth23:13 LLMs vs. Google: The New Search Shift24:46 Building Content LLMs Can’t Summarize27:00 Enterprise Entertainment as a Marketing Play30:39 Niche Content That Converts in B2B33:50 Relevant or Irrelevant? Rapid-Fire Trends  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Imagine onboarding a new employee who never sleeps, speaks every language, knows all your products, and can handle thousands of customers at once.That's the reality Salesforce is building with Agentforce — and it’s already transforming customer success, marketing operations, and revenue growth.In this episode, Salesforce SVP of Digital Customer Success Bernard Slowey joins us to break down how they became Customer Zero for Agentforce, what went wrong (and right), and why agentic AI is reshaping the future of marketing and operations.If you lead marketing, operations, or customer success — and you’re serious about not falling behind — this episode is your AI playbook.Key Moments:00:00: What Is Agentforce? Introducing Salesforce’s Digital AI Workforce 01:21: Meet Bernard Slowey: VP of Digital Customer Success at Salesforce 01:46: From AOL to Salesforce: Bernard’s Career Path Through the Tech Revolution 03:57: The Rise of AI Agents: Why Chatbots Are Officially Obsolete 06:36: AI Agents vs. Chatbots: What They Are and Why They Matter 11:22: Lessons from the Frontlines: What It Takes to Implement AI Agents 15:16: Inside Salesforce: How Agentforce Came to Life 18:55: How Salesforce Launched Agentforce in Just 4 Weeks (And What They Measured) 30:27: Rethinking Success: Metrics That Actually Matter in AI Rollouts 38:25: Why Traditional Customer Service Automation Is Failing Us 42:36: Real Use Cases: How Salesforce Clients Are Winning with Agentforce 44:11: AI Implementation Challenges (And How to Solve Them) 50:32: Cross-Functional Teams and the Future of AI Collaboration 57:18: Why AI Still Needs a Human Touch in Customer Experience 58:33: The New Job Titles and Skills Emerging in an AI-First Era 01:04:02 Human Intuition vs. AI Logic: Finding the Right Balance 01:09:35 Customer Obsession in the Age of Automation  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What does it take to launch an AI product on the biggest stage in advertising — and actually make it stick? GoDaddy CMO Fara Howard joins us to unpack the strategy behind their standout Super Bowl campaign for GoDaddy Airo, featuring actor Walton Goggins (White Lotus, The Righteous Gemstones). From idea to execution, Fara shares how her team translated a complex product into a message that millions could instantly understand — without losing the creativity that made it unforgettable.We dive into the balance of data and storytelling, how to earn the right to be bold with your marketing, and why simplicity is a superpower in B2B. Whether you're a CMO, brand leader, or growth marketer, Fara’s insights into performance-backed creativity, product positioning, and campaign accountability will leave you rethinking how you launch, scale, and measure your next big idea.Key Moments: 00:00 Who is Fara Howard, GoDaddy CMO?00:21 Why GoDaddy Returned to the Super Bowl in 202401:37 The Evolution of GoDaddy’s Super Bowl Ad Playbook03:51 What Is GoDaddy Airo? Breaking Down the AI Product Launch05:57 Lessons from Launching a New AI Tool at Massive Scale09:30 How GoDaddy Chose Walton Goggins for the Super Bowl Spot15:56 Behind the Scenes: Building a Creative Campaign That Converts26:22 Real-World Marketing Advice from a CMO: Math vs. Magic34:43 Why Company Culture Should Shape Your Career Path35:39 A Cultural Misfit: The Vans Story You Have to Hear ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What if successful teams could operate without a leader?Spoiler Alert: If you still think leadership is about barking orders from the top, Keith Ferrazzi is here to tell you: you’re doing it wrong. The legendary author of Never Eat Alone is here, and he’s coming for your org chart.Tune in to discover why traditional leadership is dead, how AI is forcing us all to rethink teamwork, and why teamship is the future. Key Moments: 0:00 Who is Keith Ferrazzi, Author of Never Lead Alone?06:43 The Importance of Team Dynamics10:49 Shifts in Leadership and the Impact of Teamship15:19 Implementing Effective Team Practices23:41 Adapting to Market Changes27:06 The Future of Jobs and AI Transformation28:59 Navigating AI-Induced Societal Disruption35:59 Empowered Teams and the Magic of Holacracy38:37 High Return Practices for Team Success46:48 The Next 20 Years: AI and Human Collaboration  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What’s worse than pissing people off with a bold marketing campaign? Boring them.So why is everyone following the same playbooks, recycling “best practices”, and relying on cookie cutter AI to generate the same-sounding content?If you want to truly stand out, you have to break the rules… or at least question them.Stephanie sits down with Udi Ledergor, Chief Evangelist at Gong and author of Courageous Marketing, to talk about how marketers can push past fear, embrace bold strategies, and create campaigns that people actually remember.Udi shares why "best practices" are often just boring practices, how startups have more freedom to take risks than they realize, and why some of Gong’s scrappiest marketing stunts generated the biggest buzz. Plus, we dive into how AI is changing the marketing landscape — and how to make sure it doesn’t turn your brand into just another generic voice in the noise. Key Moments: 00:00: Who is Udi Ledergor, Chief Evangelist at Gong?01:37 Why Many “Best Practices” Are Outdated03:27 The Courage to Be Different06:14 Choosing the Right Company and Leadership13:59 Creating Buzz with Content Marketing26:54 Hiring for Potential Over Experience31:46 The Value of Diverse Backgrounds in Marketing35:56 Handling Failure: A Marketing Campaign Gone Wrong45:32 Writing a Book: Insights and Sneak Peeks51:32 The Role of AI in Marketing58:53 Lightning Round: Quickfire Questions and Answers  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

AI Won’t Save You. Strategy Will.AI is transforming the way brands connect with consumers. But are companies actually leveraging it the right way? And what about marketing teams — are their operating models built for the future, or stuck in the past?In this episode, Rebecca Messina, former Global CMO of Uber and marketing leader at Coca-Cola, unpacks what brands are getting wrong about AI, strategy, and team structure. She also reveals the top traits she looks for in marketing hires, and why adaptability and a relentless drive to learn are non-negotiable in today’s industry.If you want to stay ahead in marketing, this conversation is a must-listen. Buckle up — Rebecca’s insights might just change the way you think about your entire marketing approach. Key Moments:00:00 Who is Marketing Expert, Rebecca Messina?01:53 The Most Common Misconceptions in Marketing03:48 Adapting Marketing Strategies to Different Environments05:29 The Importance of Language in Marketing16:08 Cross-Functional Collaboration19:50 The Art of Risk-Taking26:06 Your Operating Model is Costing You Talent26:59 Global vs. Local Marketing Strategies28:32 Innovating Your Operating Model29:28 Hiring High-Performing Teams33:12 Navigating AI in Marketing39:16 Aligning Your Mission & Your Strategy42:28 Lightning Round & Rebecca’s Top Resources47:28 Why Flexibility is Wealth ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Neglected customers. Disconnected executives. And a limited budget. What if the remedy to all of the issues plaguing our marketing strategy was… simple? What if the key to staying relevant allowed marketers to do more with less?Adriana Gil Miner, Chief Marketing and Strategy Officer at Iterable, shares her modern marketing playbook — and there’s a lot to learn. Adriana, who has a rich background in digital marketing and brand building, is giving away the keys to leveraging AI, building community, and integrating SMS in B2B marketing strategies for 2025. She highlights the importance of collaboration among executive leaders, and provides practical tips on inviting your customers to the conversation. Tune in for truly valuable lessons for marketers aiming to stay ahead in a rapidly evolving landscape.  Key Moments: 00:00: Meet Iterable’s CMO, Adriana Gil Miner01:25 Adriana's Career Journey07:41 The Future of Marketing: AI and Community Building14:10 Collaborating with Cross-Functional Leaders25:12 Navigating a Noisy Digital World26:26 Activating Community-Led Marketing27:20 Cultivating an Engaged Customer Community29:01 The Power of User Conferences29:43 Memorable Tableau Conference Experiences31:36 Handling Tragedy with Community Support35:37 Invite Your Customers to the Conversation39:07 The Future of SMS in B2B Marketing ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode of Marketing Trends, Amanda Kahlow, founder of 6sense and CEO of 1mind, explores the future of B2B sales and marketing through the lens of AI superhumans.Amanda introduces us to a groundbreaking AI superhuman designed to think, empathize, engage with customers — better than your top-performing rep.She also discusses how incremental changes can drive massive categorical transformation. So many of us once thought that getting into a stranger’s car for a ride to the airport or renting out your house to strangers was “creepy”, but overtime AirBnb and Uber became our new normal. We may see AI superhumans as an outlandish concept now, but in just a few years they could become an integral part of our daily lives.Tune in for scrappy marketing strategies for startups, unique approaches to consolidating marketing tech stacks, and discover how AI can dramatically cut costs while improving efficiency. Plus, Amanda offers a deeply personal story of resilience, including her dual journey through IVF and adoption, and the unexpected lessons it brought to her leadership style.--Key Moments:00:00 Who Is 2x AI CEO Amanda Kahlow?03:24 The Origin of 6sense07:01 Innovative Marketing Strategies09:06 Building 1mind & The Mission Behind AI Superhumans20:30 Generative AI in Sales: Balancing Creativity and Accuracy21:46 AI Evolution: From Deflection to Engagement22:24 Personalizing Sales with AI: Mirroring and Customization23:19 Scrappy Marketing Techniques for 202524:05 Eating Your Own Dog Food: Using Your Product Internally26:12 Building Relationships and Leveraging Experience29:01 Future-Proofing Marketing Skills with AI31:06 Defining Your Personal Mission Statement34:18 The Journey to Motherhood: IVF & Adoption  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This isn’t your typical Marketing Trends interview. In this special episode, host Jeremy Bergeron is officially passing the mic to Stephanie Postles, the founder and CEO of Mission.org. Stephanie, an experienced host and executive, shares her vision for the future of the show — emphasizing the importance of scrappy, authentic marketing stories and the impact of AI on cross-functional teams. We’re also covering the convergence of B2B and B2C marketing, the decline of influencer marketing, and the need for genuine thought leadership. Tune in to reflect on Jeremy’s four-year journey as the host of Marketing Trends, find out what new and exciting role he will be stepping into, and hear exactly what Stephanie has in mind for the future of Marketing Trends.Key Moments: 00:00 Welcome to Marketing Trends01:11 Introducing Stephanie Postles02:45 Passing the Mic: Reflections and Excitement04:45 The Origin of Marketing Trends10:05 Looking Ahead: AI and Cross-Functional Collaboration15:50 Future of Marketing: Authenticity Over Influencers18:20 Exciting Guests and Future Plans19:36 Farewell and New Beginnings ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is automation really the future of marketing, or is it just a passing trend? In this episode, Bryan Urioste, CMO of Redwood Software, dives into the topic of automation in marketing and its impact on demand generation. Plus, he shares a step-by-step approach to building high-performing marketing teams and aligning sales and marketing for maximum impact.Tune in to learn:(4:07) Demand Generation Insights(5:05) Importance of Pipeline Funnels(8:17) State of B2B Demand Generation(9:43) The Role of Segmentation(11:07) Accountability in Marketing(14:20) Industries Served by Redwood Software(15:51) Automation Maturity Assessment(18:14) Impactful Automation Projects(20:22) Cloud Transformation Initiatives(21:31) Financial Close Process Improvements(22:06) Democratization of Automation(24:37) AI Integration in Automation(26:20)Future of Automation and AI(29:07) Team Dynamics and Leadership(33:36) Building High-Performing Teams(38:28) Sales and Marketing Alignment(40:51) Accountability Between CMO and CRO(42:38) Final Thoughts and Advice(43:37) Lightning Round Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is AI the future of marketing, or is it a threat to creativity? On this episode, Alison Wagonfeld, CMO of Google Cloud, tackles the controversial topic of AI in marketing and shares innovative strategies that top marketers use to stay ahead of the curve. Plus, she and Jeremy dive into real-world examples of how companies are using AI to drive results and learn how you can implement these strategies in your own organization.Tune in to learn:How AI is revolutionizing marketing strategies and workflows.Why developers are key tastemakers for AI technology.How AI is becoming integral to daily marketing operations. Why connecting users with technology is a key marketing strategy.The ways AI agents are transforming how businesses operate and engage with customers.Why productivity has significantly increased due to AI tools.Why upskilling teams in AI literacy is crucial for organizational success.Mentions:Notebook LLMMission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Tired of marketing strategies that don’t deliver results? On this episode, we reveal the three key strategies that fractional CMOs like Jadis Tillery use to drive growth in private equity-backed companies. Jadis, the Fractional Chief Digital Officer at ikwe, has worked with over 125 private equity and venture capital-backed companies, transforming their marketing strategies and driving growth. She shares real-world examples of how her approach has led to significant results and she and Jeremy discuss how to align your marketing efforts with business objectives and take actionable steps toward success.Tune in to learnHow fractional CMOs bring senior-level expertise and strategic insight, differentiating them from freelancers.Why data management and compliance are critical for businesses preparing for fundingHow a fractional CMO can help bridge the gap between investors and marketing teamsWhy defining a clear scope of work is crucial for successful fractional engagementsHow AI can streamline operations and enhance marketing strategies–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is the reliance on AI in marketing a double-edged sword? Join Carilu Dietrich as she discusses the potential pitfalls and benefits of AI in today's marketing landscape. What should leaders be wary of, and how can they harness AI's power without losing the human touch? Plus, Carilu shares proven strategies that she used to help propel Atlassian to success and how you can apply these lessons to your own marketing efforts.Tune in to learn:Why feedback is essential for growth, even if it feels uncomfortable.How AI is transforming marketing, but why caution is needed to avoid over-reliance.How personalization at scale is now achievable with AI tools.Ways advisors can provide valuable perspective and support to C-suite leaders.How the landscape of marketing is changing.Why hyper growth is often driven by product quality rather than marketing alone.How AI's impact on consumer behavior is reshaping traditional marketing models.–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Mandy Dhaliwal is the CMO of Nutanix, but she’s also a mom and a whole person. On this episode, Mandy details how taking a break from the working world helped her find balance and become a better CMO when she returned to being an executive. Tune in to hear about:Navigating Career Challenges and Prioritizing Self-CareThe Power of Authentic LeadershipOvercoming Challenges with Resilience and GritInspiring and Guiding Others in Their CareersAligning Marketing with Business StrategyCollaboration as a Non-Negotiable PrincipleGetting Out from Behind the DeskThe Underpinning of Modern BusinessesThe Future of Cloud Marketing--Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Keri McGhee, CMO of Attentive, discusses the role of finance in marketing, staying current with new tech trends, the balance between AI and human touch, the blurring lines between B2B and B2C marketing, and building high-performing teams. She also emphasizes the importance of putting the customer first and being the voice of the customer in all marketing strategies.Tune in to learn:The Role of a CMO and the Importance of StorytellingBalancing Short-Term Results and Long-Term Brand BuildingBuilding Trust with the C-suite and ELTConnecting with Key Roles in the IndustryStaying Current with Tech TrendsThe Importance of Personalization and Emotional ConnectionBalancing AI and Human TouchUsing AI in MarketingBuilding High-Performing Teams–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, John Korpics, Executive Creative Director at Harvard Business Review, discusses his unique career path, the importance of visual storytelling in business publishing, and the role of AI in enhancing creative processes. He emphasizes the need for engaging content that resonates with diverse audiences and shares insights on navigating complex topics while maintaining brand identity. John also offers valuable advice for aspiring creative directors, highlighting the significance of collaboration and design thinking in achieving success.Key Insights:The balance between short-form and long-form content is crucial for audience engagement.The need for a design thinking approach in creative roles.The selective nature of HBR's content ensures high-quality, research-based articles.Understanding audience needs is key to effective storytelling.The significance of collaboration within creative teams.How the popularity of topics like Gen AI reflects current audience interests.Why creatives should focus on contributing to a larger purpose.–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Ash Parikh, CMO of Trellix, discusses the importance of metrics and data in marketing, including website visitor numbers, click-to-open rates, and share of voice. He emphasizes the need for transparency, trustworthiness, and responsible security in building a brand. Ash also shares his approach to marketing transformations at different stages of a company's growth, highlighting the importance of understanding business goals and target personas. He discusses the balance between AI tools and maintaining a human touch in marketing, as well as the use of AI-powered Martech to improve marketing efficiency.Tune in to learn:Why operational CMOs who can measure the ROI of their marketing efforts are essential in today's business landscape.How to create cost-effective campaigns that yield significant results.Why hand raisers, or self-qualified leads, are more valuable than raw leads and require personalized engagement.Why having alignment between the CMO and CRO is crucial for driving growth and achieving business goals.The importance of metrics and data to track website performance, engagement rates, and brand visibility.Why a strong brand relies on transparency, trustworthiness, and responsible security.Why finding the right balance between AI tools and human touch is essential for effective marketing.The future of the cybersecurity industry lies in best-of-breed platforms and the consolidation of products.–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Aruna Ravichandran, SVP and Chief Customer and Marketing Officer for WebEx by Cisco, discusses the importance of being a customer-obsessed CMO and leveraging data and analytics to drive customer-centric strategies. She also emphasizes the power of personalized marketing and how AI is being integrated into Cisco's solutions to enhance productivity and customer service.Tune in to learn:The Importance of Having a Culture of InclusivityHow You Can Be Leveraging Data and Analytics for Customer-Centric StrategiesWays To Engage High-Value Prospects and C-Suite ExecutivesWhy ABM is Becoming Increasingly ImportantWhy Customer Obsession And Leveraging Customer Relationships Are Key To Cisco's Marketing StrategyHow AI is Integrated Into Cisco's Solutions To Enhance Productivity And Customer Service–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Murali Nemani, CMO of Dataminr, discusses the role of marketers in shaping the strategy of a company. Plus, he explains how Dataminr leverages real-time data and AI to provide organizations with valuable insights for decision-making and risk management. And Murali talks about how he approaches new opportunities as a marketing leader, and why he creates a tailored approach for every situation.Tune in to learn:Why marketing organizations should treat themselves as media companies and become content producers and creators.How Dataminr uses AI to provide real-time, mission-critical information for early detection of threats and risks in various sectors.Why each organization requires a unique approach, and relying on a playbook may not be effective.Why educating and informing customers about the benefits of AI and real-time data is crucial.How Dataminr employs a multi-faceted ABM strategy, targeting accounts at different stages of the funnel.–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Udi Ledergor, Chief Evangelist at Gong, discusses the use of AI in marketing and sales and highlights the utility of AI in the C-suite, particularly in analyzing sales pitches and measuring their impact on business metrics. Udii also emphasizes the importance of shifting from ownership to stewardship in marketing, and he discusses the need for aligning internal and external branding by living the company's values and creating a consistent customer experience.Tune in to learn:The Limitations of AI in Creating Marketing ContentThe Utility of AI in the C-SuiteHow to Foster Collaboration in MarketingWhy Aligning Internal and External Branding for a Consistent Customer Experience is ImportantHow to Turn Dissatisfied Customers into Raving FansWhy Being Different is Better than Being BetterThe Future of Revenue Intelligence–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Jim Jackson, the CMO of HPE, discusses the importance of teamwork and collaboration in marketing and sales and he details how to use data to target and engage customers. Jim also highlights the value of traditional media in the marketing landscape, even with the growing importance of digital marketing. Plus, he touches on the role of AI in marketing and the need for continuous learning in the industry.Key Takeaways:Jim's Perspective on Technological AdvancementsHPE's Brand TransformationThe Importance of Human Creativity in AIThe Evolution of Leadership in MarketingHow to Nurture and Develop Marketing LeadersThe Power of Teamwork and CollaborationThe Importance of Aligning Sales and MarketingThe Role of Traditional Media and Digital MarketingThe Future of Marketing–Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Jeremy Flynn, Senior Vice President of Data Products and Strategy at Clear Channel Outdoors, discusses the measurement and targeting capabilities of out-of-home advertising and emphasizes that out-of-home is a communal and unskippable medium that offers a unique ad experience. Plus, he explains how advances in geo-location technology allow for more accurate targeting of specific demographics and locations, and he discusses how Clear Channel is leveraging data and analytics to measure the effectiveness of out-of-home campaigns and connect them to consumer behaviors and outcomes.Key Topics:The Unique Advantages of Out-of-Home AdvertisingMeasurement and Attribution in Out-of-Home AdvertisingThe Unique Benefits of Out-of-Home AdvertisingAdvances in Geo-Location Technology for TargetingBeing Nimble and Privacy-Centric in Using Location DataChallenges and Opportunities for Clear Channel OutdoorMission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Joe Cano, the Chief Marketing, Chief Merchandising, and Chief Growth Officer at Zappos, discusses the company's culture, use of AI, and customer experience. He highlights the importance of Zappos' customer obsession and the strong emotional connection they have with their customers and he explains how Zappos leverages AI in merchandising and marketing, using data analytics to personalize product recommendations and create targeted marketing campaigns. Cano emphasizes the balance between AI and the human touch, ensuring that Zappos maintains its personal and emotional connection with customers.Key Topics:The Power of Customer ObsessionStreamlining AssortmentUtilizing AI in Merchandising and MarketingBalancing AI and the Human TouchExceptional Customer Service and Return PolicyBuilding Customer LoyaltyGamified Programs and Personalized RewardsPersonalized Recommendations and Tailored MarketingThe Future of Retail: Leveraging AIRallying People TogetherMission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Carla Piñeyro Sublett, the former CMO of IBM, discusses her transformational path from corporate leadership to starting her own company focused on connecting and optimizing human potential. Carla shares insights into modern leadership, authenticity, and the importance of balancing mind, body, and spirit in professional settings, and she offers shifting perspectives in marketing and leadership.Tune in to learn:How to navigate personal and professional transformationThe power of authenticity and self-careHow to optimize executive leadership teamsLessons learned from transforming marketing at National InstrumentsAdvice for aspiring marketing leadersWhy the future of marketing is generosity and serviceMission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Suzanne Kounkel, the Global Chief Marketing Officer at Deloitte and Deloitte’s US CMO, dives into what it means to be a marketing leader at such a high level. Plus, she discusses the role of data and insights in enhancing creativity in marketing campaigns and she emphasizes the strategic importance of AI in marketing and the need for CMOs to be actively involved in leveraging AI tools.Key Takeaways:Balancing brand and demand is crucial in B2B marketing.Making choices based on data is important in a world with limited resources. Data insights are critical in guiding marketing conversations and enhancing creativity in campaigns.Collaboration and a culture of innovation are key to success in marketing.CMOs should actively leverage AI tools and be involved in shaping AI strategies.Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.   ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Lena Waters, Chief Marketing Officer at Grammarly, discusses the company's transition from a consumer brand to an enterprise-ready solution and how AI has played a role from the beginning. She emphasizes the importance of providing value to customers at every stage of the writing process and highlights Grammarly's unique selling points to all kinds of customers. Plus, Lena discusses her personal values as a leader, the importance of taking accountability, and the need for empathy and compassion in high-stakes environments.   Key Takeaways:How Grammarly has transitioned from a consumer brand to an enterprise-ready solution, providing value to customers at every stage of the writing process.Why the company's platform-agnostic approach and seamless integration into various workspaces sets it apart from other AI writing assistants.How, as CMO, Lena focuses on balancing top-of-funnel awareness with bottom-of-funnel performance. The importance of creating a culture of transparency and open communication within the company. Why communication is a strategic imperative in business, often overlooked and undervalued.The importance of taking personal accountability and showing grace to others in high-stakes environments.–Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Jill Thomas, Chief Marketing and Customer Experience Officer of PGA TOUR Superstore, discusses the challenges and opportunities of marketing in the golf retail industry. She highlights the shift in the golf consumer landscape and the need to reach diverse audiences with different motivations for playing the game. Jill also shares her experience of building a high-functioning marketing organization with limited resources and the importance of trust and credibility in implementing a multi-year transformation plan.Tune in to learn:The golf consumer landscape has evolved, with diverse audiences playing the game for different reasons, creating new marketing challenges and opportunities.Building a high-functioning marketing organization with limited resources requires strategic thinking and the ability to prioritize and execute effectively.Trust and credibility are crucial in implementing a multi-year transformation plan and gaining support for major investments in marketing technology.Surrounding oneself with strong executional team members is essential for translating strategic ideas into tangible results.The need for both data and analytics and creativity in marketing, and the importance of balancing short-term sales with long-term brand building.–Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There are few arenas as competitive and complex as professional sports marketing. In this episode, Melissa Proctor, CMO of the NBA’s Atlanta Hawks and State Farm Arena, shares how she continues to achieve by showing up for herself and her teams. With more than 15 years of proven brand strategy expertise, Melissa has found myriad ways to engage and delight the Hawks’ devoted fanbase, while reinforcing the organization’s deep connection to the city it calls home. Tune in to learn how she continues to build unforgettable experiences for fans, the city’s communities, and her employees.     Tune in to learn:The skills and attitudes aspiring marketers need for success (9:49)About building a larger community for the Atlanta Hawks (21:05)How the Hawks are honoring MLK’s legacy (29:47)Why personalizing the customer experience is vital (36:51)Mentions:Steve Koonin, CEO of Atlanta Hawks “From Ball Girl to CMO” – Melissa Proctor’s book Deloitte’s  “A winning strategy for the future of sports streaming” by Pete Giorgio, Jana Arbanas, David Jarvis, and Brooke AuxierTrae Young, Atlanta Hawks GuardProject Future Fan Study“Pro Sports Leagues Are Chasing Gen Z Where It Plays” by Joe Drape and Ken BelsonKim Rometo, CIO of Atlanta Hawks “Creativity Meets Strategy: The Atlanta Hawks’ CMO Reveals Her Executive Superpowers” by Alysse Soll – Melissa’s interview with WIST   ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Carrie Grapenthin, CMO of Lincoln International, discusses the importance of listening, diplomacy, and relationship-building in marketing leadership. She emphasizes the need for marketers to be agile and adaptable, especially in a competitive and fast-paced industry. Carrie also highlights the unique role of marketing in shaping the perception of the brand and driving business growth. She shares examples of innovative marketing campaigns and the impact they had on brand awareness and employee engagement. Carrie predicts that storytelling and maintaining a unique brand voice will be crucial in the future of marketing.Key Takeaways:AI can be influential for efficiency and effectiveness, but custom and unique content is still important.Why listening and diplomacy are important skills for marketing leaders to ensure that everyone feels heard and valued.The need for agility and adaptability in the fast-paced and competitive marketing industry.How marketing plays a key role in shaping brand perception and driving business growth.Innovative marketing campaigns and their impact on brand awareness and employee engagement.Storytelling and maintaining a unique brand voice will be essential in the future of marketing.--Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.--Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Victoria Lozano, EVP of Marketing for Crayola, discusses the evolving role of marketing, the importance of creativity, and the power of partnerships. She emphasizes that marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives. She also highlights the need for marketers to focus on both brand and business, and the impact of AI in marketing, emphasizing the need to use it smartly and not get caught up in sensationalism.Key Takeaways:Marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives.Brands need to create 360-degree engagement with consumers, leveraging various touch points such as products, experiences, content, and partnerships.Crayola has evolved and expanded its brand by focusing on its mission to help parents and educators raise creatively alive kids.Making changes within a legacy brand can be challenging, but articulating a clear mission and purpose can help guide the process. Clarity in brand mission and language is essential to eliminate debates and focus on delivering a powerful and consistent brand experience.Partnerships can be enabling rather than dilutive if they align with the brand's values and bring new capabilities and revenue streams.AI is a valuable tool in marketing, but it should be used as a point of input rather than the final output, with human oversight and touch.Crayola's recent campaign for creativity aims to elevate the importance of creativity in children's lives and help parents nurture it.Emerging marketing leaders should strive to be good business leaders, understanding the business context in which marketing operates.–Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

This is Marketing Trends, where we'll give you an authentic look into the world’s most impactful marketing leaders. How do they think? How do they lead? How do they maintain their dominant positions at brands like ESPN, Google, Meta, Wells Fargo, Walmart and others? Join host Jeremy Bergeron as he uncovers the answers to those questions, and more. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Brad Nelson, the Chief Marketing Officer at Sotheby's International Realty, discusses the changing consumer demographics and the intergenerational transfer of wealth in the real estate market. He emphasizes the importance of connecting with different generations of clients and creating an emotional connection with them. Plus, he talks about the need for brands to show up on different platforms in an authentic way for the younger generation while maintaining brand equity. Brad also highlights the value of empathy, emotional intelligence, and curiosity in his leadership style.Episode Highlights:The luxury real estate market is experiencing a shift in consumer demographics, with millennials entering prime income earning years and an intergenerational transfer of wealth taking place.Creating an emotional connection with different generations of clients, even within the same transaction, is crucial for brands in the luxury real estate market.Brands need to show up on different platforms in an authentic way for the younger generation while maintaining brand equity.Constant course correction and listening to feedback from frontline advisors are essential for success in marketing.Empathy, emotional intelligence, and curiosity are valuable traits for leaders in the luxury real estate industry.Breaking overwhelming tasks into smaller pieces and making incremental improvements can lead to significant progress.Looking outside the industry for inspiration and partnering with first-party publishers are important strategies in media purchasing and planning.Investing in a brand's own database of customers and providing a great experience to existing clients can be a powerful channel for lead generation.Sotheby's International Realty is embracing AI and large language models to enhance marketing and administrative tasks.--Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more. Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Woozae Kim, an esteemed marketing leader, delves into the intricate realm of marketing and branding. Woozae underscores the significance of understanding the customer journey and fostering a cohesive brand experience across all touchpoints. Plus, he advocates staying attuned to consumer trends through field research, emphasizing empathy, collaboration, and clarity as catalysts for organizational change, and he challenges conventional norms around some major industry ideas.Tune in to learn:The world of marketing today (2:40)Connecting with consumers (6:10)Where do brands lose sight of the customer experience (11:00)Best and worst marketing campaigns recently (13:40)Balancing the need for empathy and understanding with pushing for speed (18:10)Defining your strategy (21:45)Tips and tricks for marketers today (28:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Dipti Kachru, Global CMO at Broadridge Financial Solutions, unravels the complexities of marketing in the fintech industry. She shares her insights on navigating B2B challenges, the importance of progress over perfection, and the evolving role of the CMO in the corporate landscape. From ABM strategies to resilience in a male-dominated industry, Dipti shares valuable lessons for marketers aiming to make an impact in the ever-changing world of financial technologies.Tune in to learn:What is Broadridge (2:30)Learnings from JPMorgan Chase (6:20)How to approach your first 90 days as CMO (11:00)Marketing to a B2B audience (22:30)How AI can be explored (31:30)Building resilience (39:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this episode, Ashley Kramer, Chief Marketing and Strategy Officer at GitLab, shares her expertise on building trust in leadership and fostering collaboration between sales and marketing. Plus, she delves into the world of AI's impact on software development and explains bit about how GitLab is shaping the future.Tune in to learn:Community feedback and the influence it can have (5:15)Marketing to a technical audience (6:55)ABM in 2024 (8:50)Working in companies that are ready to scale (12:00)Coming into a new company and taking time to listen (14:10)Relationship between the CMO and CRO (18:00)GitLab's biggest wins (22:30)The No. 1 metric to look at (25:15)Surprising lessons about making mergers work (29:45)Stepping out of your comfort zone (32:00)The potential of AI in software delivery (34:15)What does it mean to be a CSO? (38:30)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The smartest CMOs are constantly looking for ways to get and stay ahead. On this episode, Jim Kruger, the CMO of Informatica, how he does this by driving forward a focus on leveraging AI and cloud technologies to help customers bring their data to life. Jim emphasizes the importance of aligning marketing strategy with cloud growth and shares his approach to leading and developing leaders, as well as his personal use of AI tools in his role as a CMO. Tune in to learn:What is Informatica? (2:00)The marketing approach for cloud growth (4:20)How to differentiate yourself (9:10) Effective strategies for promoting cloud services (11:45)Bringing people together with events (18:15)Aligning product and sales teams (21:00)Cultivating talent and developing future CMOs (26:00)How CMOs can use AI in their day-to-day (29:00)Finding work-life balance (42:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Out-of-home advertising is the oldest form of marketing around, outside of word-of-mouth. But is there a way to revolutionize what has always been pretty traditional? On this episode, Dan Levi, the CMO of Clear Channel Outdoor, discusses the company's focus on digital innovation in the out-of-home advertising space and he explores the impact of AI in the industry and how it is being used to enhance creativity and optimize campaigns. Plus, lessons learned from his time at MTV and Monster, and what it takes to build high-performing teams.  Tune in to learn:What is Clear Channel Outdoor (1:50)The importance of having the right people (03:30)How to build relationships (6:10)Learnings from MTV (9:30)What led Dan to Clear Channel Outdoor (21:00)Understanding attribution of OOH (28:00)Social responsibility in the corporate world (40:30)The culture of the ELT (46:00)--Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In the marketing world, you have to evolve or get left behind. On this episode, Anthony Kennedy, CMO of ION, discusses how to stay ahead and digs into the importance of building a high-performing marketing team, and he emphasizes the need for continuous learning and development. And on the note of constant evolution, Anthony also shares insights on tailoring marketing strategies for diverse industries and the impact of AI on marketing. Tune in to learn:The importance of design in communicating a message (7:30)Creating an employee culture (11:45)Tailoring marketing strategies to meet the needs of various industries (14:45)Why simplicity leads to scale (16:00)Digging into the power of generative AI (18:10)Prioritizing metrics that matter (21:50)How to think about growing communities (29:20)Building with AI (42:00)Mentions:Knowledge Project podcastOgilvy on AdvertisingMarketing ProfsMini MBAMission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There are so many factors that go into being a great marketer. Angela Stelle has identified many of them, and she has joined many of those factors to find success for herself and the brands she has worked for. Today, Angela serves as the CMO and Chief Experience Officer, Sterling, and on this episode, she shares what she has learned on her journey, and she goes deep into what’s working today and how she thinks about things like aligning marketing and experience, success in ABM, and multi-touchpoint strategies.Tune in to learn:What it means to be head of both marketing and experience (3:30)How being a Chief of Staff can be a launching pad (5:05)What it takes to scale from mid-size through an IPO (11:45)Creating alignment between marketing and CX (20:30)How to have success in ABM (30:30)A multi-touchpoint strategy (34:50)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In today’s world, marketing and customer experience go hand in hand. At least, that’s what Johann Wrede believes. On this episode, Johann, the Chief Experience Officer at Emburse, takes us into how he has blended the marketing and customer experience teams and the success they have had as a result. Plus, he explains why we have to get out of the mindset that we have to do more with less and instead start thinking only about how we can constantly be doing better. Tune in to learn:What it means to be the CXO (2:30)Stop thinking you need to “do more with less” (6:55)Blending the CMO and CXO roles (9:30)Looking through the customer lens (13:10)Opportunities within the world of customer experience (16:00)Creating integrated workflows (21:20)The future of the CXO (36:50)How AI can help create more harmony in your marketing (41:53)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the list of priorities for high-growth companies, where should branding land? How, when, and why should a company start to think about and invest heavily in brand-building activities? These are the questions Alex Woods faces every day. On this episode, Alex, the Head of Brand Creative Strategy for Accenture Song, dives into those questions and gives some strategies for companies that are looking to take the next step.Tune in to learn:The role of AI for brand creatives (2:30)Coinbase at the Super Bowl (8:00)Why branding is a tool for driving growth (22:30)Understanding when is the right time for companies to invest in branding (26:35)The distinct components of your marketing mix (35:00)How to position yourself at the table (41:40)Getting onto the brand strategy career path (44:30)Mentions:Coinbase Super Bowl adMission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Elevance Health is ranked No. 22 on the Fortune 500 list. The organization is massive, and it brings in more than $150 billion in annual revenue. Marketing for this company is a big job, one that CMO Bill Beck made more difficult when he led the charge on a massive rebrand in 2023. On this episode, Bill guides us through how he went about rebranding and consolidating a well-known and successful company in a way that earned executive buy-in and helped drive further growth. Tune in to learn:The Elevance Health rebrand (4:50)Getting buy-in from leadership (8:00)When you know your rebrand was a success (13:35)Managing a shift in consumer expectations (16:30)The challenges CMOs face (24:00)Strategies to continue driving growth (30:30)The culture of the ELT (32:10)Balancing local and global needs (39:40)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

You may not think the home-building industry is sexy or exciting, but you’d be wrong. Taylor Morrison is actively transforming how home building is marketed and executed, and the younger generation is starting to take notice. Stephanie McCarty, the CMO of Taylor Morrison, explains how her team has helped shift the marketing and business practices that have led to massive scale. Tune in to learn:Why real estate and home construction is ripe for innovation (3:00)Becoming the first marketing leader at Taylor Morrison (7:20)Key growth strategies that led to scale (13:40)How to build buy-in with the executive leadership team (26:20)Home Edit partnership (35:00)How the home building sector can be disrupted (39:15)What’s next for Taylor Morrison (46:05)Mentions:The Home Edit ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every brand dreams of having passionate customers around the world. StockX has reached that goal, but keeping that customer base happy takes effort, especially as a marketplace for buying and selling popular lifestyle products. In this episode, Deena Bahri explains what it takes to succeed globally, how to lean into the passion of your consumers, and what it means to be a successful CMO today.Tune in to learn:Deena’s background (1:30)What is StockX? (4:00)Expanding into international markets (6:38)Fostering a good relationship with customers (11:55)Understanding and working with different demographics (16:00)What it takes to be a successful CMO (22:50)Where trust comes into the equation as a CMO (26:10)What it takes to work at a hyper-growth start-up (30:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Kohl’s has been around for decades, and it has earned the distinction of being a household name. But staying at the top of the retail industry is no easy feat. On this episode, Christie Raymond, the CMO of Kohl’s, explains how the brand stays innovative, builds partnerships, and shapes its messaging to meet consumers where they are and keep pace with them as they evolve. Tune in to learn:What’s on deck for Kohl’s right now? (1:50)How Kohl’s continues to evolve (4:30)Rolling out a major partnership (6:20)Revamping your loyalty program (9:30)Why you need to keep things simple (12:00)The role of AI and machine learning at Kohl’s (13:00)What does experimentation and innovation look like at Kohl’s? (14:30)Building teams and developing leaders (18:00)Balancing the need to move fast but stay focused (21:30)What it means to be a modern-day marketing leader (26:10)The importance of being an empathetic leader (30:00)--Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Morgan Norman has been on quite a journey in his career, and his experience has taught him how to adopt technology, lead teams, and bring more artistry into marketing. In this episode, Morgan, now the CMO of Dialpad, digs into these topics and more. Plus, he explains why he believes anyone can be a CMO.  Tune in to learn:Morgan’s marketing chops (2:45)How AI took hold (6:30)The next wave of AI (8:30)A unique approach to marketing (13:25)Tapping into artistry in marketing (16:30)How to make velocity work in your playbook (21:00)Using your differences as a superpower (25:30)Why anyone can be a CMO (29:10)Doing more with less (35:00)Navigating cultural nuances for diverse audiences (41:20)“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Internet shopping is old hat these days, but Whatnot is becoming a household name in the market by leaning into live selling and propping up the enthusiasts who turn into successful sellers. Andy Tu is the VP of Marketing for Whatnot, and in this episode, he explains how he’s taking the lessons he learned while working at Postmates and Uber Eats to the team at Whatnot and what marketing strategies they are using to scale up the platform. Tune in to learn:How Andy got into marketing (2:00)Leading a brand going through an acquisition (10:30)The evolution of live commerce (20:45)Understanding the enthusiast community (23:00)Recruiting the right people to your platform (30:35)Creating major partnerships that are cohesive with your brand (34:55)Expanding your customer base (40:15)Measuring success and metrics that matter (41:30)“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

By now, everyone has heard of ChatGPT and most have tested out the AI tool. But the company beyond the technology wants you to know that there is more to the story than just artificial intelligence. James Dyett, Head of Strategic Partnerships at OpenAI, joins Marketing Trends to take us behind the scenes of this rocket ship of a company and let us know how OpenAI is continuing to expand.Tune in to learn:What is OpenAI? (2:20)What makes OpenAI different? (5:18)How OpenAI’s branding message has changed or not (9:00)Exploring the use cases for ChatGPT (17:30)Rolling out an app (22:55)Staying differentiated (24:20)Measuring the success of OpenAI (28:30)Expanding to new countries and territories (30:50)Communities that form around AI technology (37:20)“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Going to the dentist is nothing more than a chore for most people, which makes being a marketer in the dental industry a bit difficult. Jonathan Kaufman is the Senior Vice President and CMO of Sage Dental, and on this episode of Marketing Trends, he breaks down how he approaches this challenge. Jon explains some of the things that work and some of the surprising successes he’s seen. Plus, he digs into the tools and technology like AI that has helped elevate the work he and his team does.  Tune in to learn:What is Sage Dental? (2:45)The evolution of dental marketing (8:00)Managing the stages of growth (14:30)The tools and technology that helps deliver for customers (21:30)Establishing relationships with your leadership team (24:20)Implementing AI in your approach (29:25)Mentions:Thinking Fast and SlowForbes Article ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Growing as a business leader means being able to adapt and innovate with the times. Stacey Epstein, the CMO of Freshworks, has been able to do that throughout her long career. On this episode, Stacey shares some of the lessons she’s learned, how she leads, what it takes to find product-market fit, and how new tools like generative AI are being put into practice. Tune in to learn:How to stay up-to-date and on top of your game (2:25)What it means to do value propositioning properly (5:45)The evolution of a leader (7:35)How to manage conflict within your team (10:05)How being an athlete relates to being a CMO (12:20)The evolving relationship with growth (16:35)How to determine product-market fit (20:00)What it takes to handle the stress of a high-powered position (22:20)Sustainably building trust with those around you (29:00)The role of ChatGPT as a supportive tool (34:30)How AI is being used at Freshworks (38:15)“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Whether you realize it or not, our airspace is becoming more cluttered. That could be good or bad, depending on how drones are being used. On this episode of Marketing Trends, Mary-Lou Smulders, the CMO of Dedrone, talks about what it’s like to build and brand a company that’s leading the way in aerospace security. Tune in to learn:What is Dedrone? (3:00)How technological advancement has enhanced the development of products (7:30)Exploring the ways Dedrone is helping to stay innovative and adaptive (14:00)The role Dedrone is playing in Ukraine (19:40)Effective marketing channels and tactics (25:55)The prevalence of drone incursions (29:50)The challenge the FAA faces today (32:15)How to stay up to date on what customers need (35:11)Mentions:CNBC Disruptor 50 List“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Being a modern-day CMO has its challenges. On this episode of Marketing Trends, Denise Persson, CMO of Snowflake, and Stephanie Dobbs Brown, CMO of ICE, discuss how they approach the job, what they do differently, and how they build and maintain a culture of innovation.   Tune in to learn:Bringing the Snowflake + ICE partnership to life (3:50)What it means to be a modern-day CMO (5:55)How to build trust with stakeholders (10:50)Blending human efficiencies with AI (17:00)Unique ways in which to operate (23:00)Maintaining a strong company culture (30:20)Positioning your company in the market (35:45)Mentions:Start-Up ChallengeStephanie’s first appearance on Marketing TrendsInsights Discovery“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The Vegas Golden Knights made history when they reached the 2018 Stanley Cup Finals in their first NHL season and now they are on the precipice of hoisting the cup! But the franchise’s early success can be attributed to more than just the action on the rink. Eric Tosi, the Chief Marketing Officer for the Vegas Golden Knights and Foley Entertainment Group, has been with the team from the outset and joins us to offer insider tips on how he helped build a standout sports brand in a city teeming with entertainment options.Tune in to learn:How Eric entered the sports marketing field (6:00) How to raise brand awareness in a city full of brands (17:50) The future of sports marketing (32:50) About Foley Entertainment Group’s offerings (48:00) Mentions:Henderson Silver KnightsVegas Knight HawksCity National ArenaLifeguard ArenaDollar Loan CenterBlack Walnut Inn & VineyardHotel Les MarsHotel CalifornianWhitefish Mountain ResortRock Creek Cattle Company“Campaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads” (Marketing Dive article, written by Chris Kelly)"Dark Mode” by Lil Baby, Starring Ja Morant I Beats by DreLe Castle Vania - John Wick Mode“LeBron James Is Officially A Billionaire” (Forbes article, written by Chase Peterson-Withorn)“Hard Knocks”“Behind the B”“The Last Dance”“Man in the Arena: Tom Brady”“Formula 1: Drive to Survive”Roblox ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Carol Carpenter is used to leading the way at fast-growing companies. Today, she’s serving as the CMO of Unity, a leading software development company that specializes in developing tools and technologies for creating interactive, real-time 3D and 2D content. Ont his episode, she discusses how she’s approached this new world, and the ways she’s approaching marketing with influencers, AI, and more. Tune in to learn:What is Unity? (2:25)Assessing and enacting your approach when joining a fast-growing company (5:30)Managing growth at a rapidly-scaling company (11:00)The role of AI in marketing and workflows today (19:10)Going deep into the ethical use of AI (26:40)How to select influencer partners (30:40)A new approach to ABM (35:00)Building buzz around product launches (37:55)Lessons learned about growth and expansion (41:20)Mentions:ChatGPTUnite ConferenceJasper.ai “NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Amanda Elam has taken an unconventional route to her role as CMO of Bloomreach, but she’s learned some important lessons along the way. On this episode of Marketing Trends, Amanda discusses her unique approach to hiring, how to identify metrics that matter, and why we need to embrace and work alongside AI. Tune in to learn:What is Bloomreach? (2:30)How AI is impacting marketing and business (5:20)Why companies not building with AI will be left in the dust (10:00)The metrics that matter the most (13:50)Can being too focused on metrics be detrimental? (17:55)The importance of having a strong marketing team (24:10)Aligning marketing and sales together (26:08)How to spot potential in unconventional ways (30:35)Being a mom and a CMO (33:10)Preparing for the next steps of growth (40:45)Mentions:Jasper.ai “NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Helping a growing brand stay on its upward trajectory is a big job, but it’s one that Jessica Gilmartin was excited to take on as the CMO of Calendly. On this episode of Marketing Trends, Jessica explains how she approached her first 90 days, what she was doing to define goals, and how she has been developing a plan to bring the company to the next level.Tune in to learn:What to be excited about right now (2:30)A strategy for the first 90 days (6:50)How to get people to see and work toward a unified vision (14:00)Understanding both simplicity and complexity at scale (19:08)Defining a new category in technology (24:30)Lessons learned from Asana’s IPO process (30:30)The role of AI in marketing strategies today (37:00)“NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Weather is more than just a topic for small talk. It’s a major factor in a number of industries, and impacts business every day. Tomorrow.io is making it possible to gather better, more advanced weather data that is allowing for a revolution in transportation and other industries. Dan Slagen, CMO of Tomorrow.io, explains how on this episode of Marketing Trends.  Tune in to learn:What is Tomorrow.io? (2:30)Learning to communicate with your CEO (3:40)Leading through high growth periods (10:00)How lead gen has evolved throughout the years (15:00)Creating a cohesive strategy (19:10)How Tomorrow.io competes in its category? (25:00)How Tomorrow.io can change the role of a meteorologist (30:35)Fun partnerships and customer stories (36:20)Looking forward and understanding trends (41:00)Why marketing matters at the C-level (46:00)Mentions:Understanding Start-Up CEOs “NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.” ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The pet category is the second-most emotional in the eyes of consumers, behind only children. So as the CMO of PetSmart, Will Smith has a daily challenge to elevate his brand while connecting with the hearts and minds of customers. On this episode of Marketing Trends, Smith explains how he does this, including through strategies of expanding services both in-store and online and building more trust with consumersTune in to learn:Where did Will’s journey to marketing start? (4:35)The education you get at P&G (6:30)How working at PetSmart is different than other marketing roles (8:20)How PetSmart successfully handled the shifts and pivots of the last few years (12:30)The importance of leadership and mentoring (18:00)The challenges of branding in 2023 (25:05)Where ecommerce comes into play in the pet products world (32:30)How to elevate the retail store experience (38:00)Understanding customer obsession (40:00)Ensuring a good culture (44:30)Mentions:BECA ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There is nothing like coming together for a concert, a speech, or a community festival. The camaraderie and joy that these events bring to those who attend is an essential part of our lives and Eventbrite is helping to make accessing these events easier than ever. On this episode, Tamara Mendelsohn, the CMO of Eventbrite, explains how the company has grown and how the team unifies behind a mission and data in order to bring events to people everywhere.Tune in to learn:What is Eventbrite? (1:15)Some of the shifts we’re seeing in the events industry (3:44)Being an executive for now and of the future (11:00)Creating some structure around silliness (26:20)Finding balance (34:25)What data to prioritize (37:10)Why the entire team needs to be on the same page (40:00)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Finding love is happening more and more online and through dating apps, and the field is only getting more crowded. Michael Kaye, the Director of Brand and Communications at OKCupid, explains how data, automation, and creating personalized experiences are helping separate OKCupid from the competition. Tune in to learn:Michael’s role with OKCupid (1:30)How the dating space evolve and how OKCupid markets itself as the app for everyone (4:00)The different customer personas that OKCupid talks to (8:00)Understanding the wealth of data OKCupid has accumulated (11:00)How ChatGPT and OKCupid have come together (15:00)Measuring performance (18:00)What’s important in the influencer marketing world right now? (22:00)Exciting things to look forward to (30:00) Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

With all the recent growth of AI, data, and automated tools, marketing teams have had to evolve to not only implement these developments, but also maximize their value. And that – even in 2023 – still comes down to having the right people for the job. In this episode, Jim Habig, VP of Marketing at LinkedIn Marketing Solutions, discusses some exciting insights from LinkedIn’s Jobs on the Rise 2023, and gives his take on some of the recent tech developments that teams need to harness to stay competitive.  Tune in to learn:Jim’s take on the state of marketing in 2023 (4:00)The LinkedIn rising jobs report (7:40)The many facets of LinkedIn (13:50)ChatGPT and its use in marketing (22:30)Using data to understand a build trust (31:10)How to best support yourself and your team (39:55)Mentions:LinkedIn’s latest Jobs on the Rise list for 2023 ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

After 100+ years of insurance excellence, no one would blame Liberty Mutual’s marketing team for playing it safe with its customer outreach. Instead, the company continues to defy its century-old origins by bringing new, exciting (and even outright funny) ideas to the table. In this episode, Jenna Lebel, CMO of Liberty Mutual, explains how implementing new approaches has only helped to widen the company’s target audience, and reinforce a trusted, proven brand identity. Tune in to learn:What it’s like to be a modern-day CMO (2:31)The unique challenges of brand identity (6:15)Understanding the Liberty brand (8:40)Digging into the role of mascots (16:05)Liberty Mutual’s major partnership strategy (23:35)Balancing growth and integrity (30:20) ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

After 111 years of history, building a remarkably consistent outdoors brand, L.L. Bean might not seem like a company centered on evolution. But after pulling back the curtain with CMO Nick Wilkoff we see that the company’s focus on transparency, inclusion, customer, and community positions L.L. Bean as a timeless example of how to keep a brand relevant and forward-thinking. Tune in to learn:The consistency and evolution of the L.L. Bean brand and how it measures up to competitors (16:20)Making the outdoor experience more inclusive and connecting people with the outdoors (24:30)The alignment / transparent culture of L.L. Bean executive leadership (30:00) L.L. Bean’s initiatives for community, diversity, equity, and inclusion (35:00)Mentions:[11:37] Forrester Research[16:39] Leon Gorman - Grandson of L.L. Bean founder[19:41] Nordstrom[19:41] Zappos Shields[30:21] L.L. Bean / Todd Snyder Collaboration[33:33] Mental Health Awareness Month[33:54] Partnership with Mental Health America[34:53] Gracie Wiener / Partnership[39:39] Stephen Smith, L.L. Bean CEO ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Machine learning evolves from patterns. Deep learning evolves from people. In this episode, Jana Jakovljevic of Cognitiv shares her thoughts on how her company’s technology learns from context and generalization to bring intelligence to advertising, through AI that affects human lives. Listen in to hear Jana’s journey, from her early experiences with AI systems, to helping take a company from idea to IPO. Tune in to learn:Jana’s perspective on ChatGPT (3:45)The gaps that Cognitiv is solving for (8:15)The type of marketing team required for optimizing AI and Deep Learning (22:50)How does the tech affect Cognitiv’s growth (28:30)Mentions:Jana Jakovljevic featured on AdWeekRubicon Project / Magnite Inc.Jeremy Fain CEO of Cognitiv ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For marketing teams to succeed, there needs to be a companywide consensus and understanding. This requires active communication and education across teams to ensure all departments not only understand the end goals, but the roles each team play in getting there. Shamir Duverseau, Co-Founder of Smart Panda Labs, shares his thoughts on how his company helps organizations balance data and know-how to achieve unique digital outcomes.Tune in to learn:(02:18) The origins of Smart Panda Labs(09:33) Shamir’s perspective on actionable data(13:05) The biggest disconnects between marketing and IT(20:26) Key advice for CMOsMentions:09:39 Shamir’s SiteSpect Article - https://www.sitespect.com/use-customer-data-to-improve-the-digital-customer-experience/15:54 Google Analytics15:55 Adobe AnalyticsMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Evolving your company’s approach to marketing and customer experience is required to stay ahead of the competition, even for the most established pillars of business. In this episode, Lauren Gerstner, Head of Marketing, MassMutual Financial Advisors, details how the centuries-old institution continues to adapt to meet changing expectations while maintaining the authority and customer trust it has established over 171 years.Tune in to learn:(10:18) Opportunities from MassMutual’s partnerships, including the Boston Red Sox(16:00) How advisors need to engage with marketing(18:57) How Lauren views artificial intelligence for driving growth(22:01) MassMutual’s unique “Awkward Silence” campaignMentions:1:45 Northwestern Mutual - https://www.northwesternmutual.com1:46 H&R Block - https://www.hrblock.com/home/1:47 HP https://en.wikipedia.org/wiki/HP_Inc.1:51 New York Life - https://en.wikipedia.org/wiki/New_York_Life_Insurance_Company18:37 Chat GPT - https://en.wikipedia.org/wiki/ChatGPT20:52 REGBI (Regulation best Interest) - https://www.finra.org/article/regulation-best-interest-%28reg-bi%29-overviewMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For many companies, social media is a promotional or research tool, and is typically given to young team members to handle. But considering social often represents a customer’s first touchpoint for brand awareness, recognition, and sentiment, it deserves a more prominent place in the workflow. Hear Shiraz Siddiqui, former Global Social Lead at Twitter, explain how authentic social media engagement can produce invaluable insights for any consumer marketing team.Tune in to learn:Perspectives on changing consumer behaviors (4:14)Doing more with less through social media (12:10)The importance of authenticity in social marketing (26:08)What metrics marketing leaders should be monitoring (29:19)Mentions:5:26 Google / Google Plus5:46 Vine7:37 Wendy’s13:51 Tweet it into existence22:57 Google Glass23:52 CES24:19 Pokemon Go35:04 Campbell Soup Company EpisodeMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How can marketing leaders inspire their teams? Sarah Acton, CMO of BILL, claims impact comes from learning what drives them, while also diving deep into the company’s mission to understand how to improve the customer experience.Tune in to learn how Sarah created a rebrand for BILL in her first year as CMO. Tune in to learn:When Sarah found her love for SMBs (4:40)About Sarah’s part in the BILL rebrand (16:01)How to build relationships with other executive leaders (21:49)What Sarah has to say to aspiring marketing leaders (29:21)Mentions:The Smiling FrogRenè Lacerte, CEO of BILLChief | LinkedIn Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As the data revolution rapidly transforms marketing, does the industry run the risk of losing its altruistic ideals? Jacqueline Woods, CMO of the multi-cloud data platform Teradata, urges marketing leaders to take responsibility for their enormous influence on society. Hear Jacqueline discuss Teradata’s strong commitment to diversity, her reverence for authenticity, and why she believes the popular analogy comparing data to “new oil” is somewhat misleading. Tune in to learn:What sets Teradata apart from its competitors (03:55)Teradata’s commitment to diversity, equity, and inclusion (10:28)Teradata’s partnership with the New York Giants (28:05)The importance of authenticity and embracing one’s heritage (30:57)Mentions:Steve McMillan, CEO, Teradata“The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends podcast; Episode 349)“Teradata Showcases New World of Cloud Analytics at AWS re:Invent 2022” (Teradata press release; November 28, 2022 via Business Wire)Jacqueline’s website“The Power of Unity With Jerri DeVard, Founder, Black Executive CMO Alliance” (Marketing Trends podcast; Episode 329)Melissa M. Proctor - Executive Vice President & Chief Marketing Officer, Atlanta HawksMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In a market focused on revenue and notoriety, how can modern businesses find the right footing to make an impact? Rachel Konrad, Chief Brand Officer at The Production Board, claims that by focusing on the mission that matters, companies can make a positive impact on the world around them. Tune in to hear how Rachel aims to help prepare the next generation of business leaders by pushing to fix the current climate change issue. Tune in to learn:How Rachel approaches companies to build their brand (6:53)What lessons were learned while Rachel worked at Tesla in the company’s infancy (15:35)Why Rachel never had an ‘aha’ moment about sustainability (22:46)About advice for upcoming business leaders (33:45)Mentions:Morgan Stanley, Alice Milligan EpisodeMolson Coors, Marcelo Pascoa EpisodeCana Beverage MachineDave Friedberg, Founder and CEO of Production BoardThe Climate CorporationMark Washington, Founder and CEO of SupergutSupergutTiny WinsRachel Konrad’s LinkedIn BioAl Gore, “Earth in the Balance” Elon MuskBrookings Institute “The Population Bomb” Book By Dr. Paul R. EhrlichNorman BorlaugMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In today’s unpredictable marketing environment, how can leaders in the industry continue to maximize their impact? Eric Toda is the Global Head of Social Marketing at Meta and Head of Meta Prosper, an online hub created to uplift Asian American and Pacific Islander communities and businesses. On this episode, Eric shares why today’s unique challenges provide marketers with exciting opportunities to not only drive revenue, but to serve and empower new and diverse voices.Tune in to learn:Why Eric thinks marketing has never been more exciting (02:31)About Meta Prosper (13:11)Eric’s thoughts on marketing leadership and the employee experience (34:41)Why economic constraints can be a good opportunity for marketers (38:45)Mentions:“'My People Are Dying in Silence—and I’m Here With a Megaphone'” (Adweek article by Eric Toda; February 11, 2021)Meta Prosper - Asian and Pacific Islander Community HubMeta Elevate - Black and Latinx & Hispanic Community HubThis podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is the best way to ensure a smooth workflow as a marketing leader? Alice Cherry, Chief Marketing Officer at S&P Global, claims that communication is key when leading marketing teams. Tune in to learn how Alice not only builds healthy relationships with other executives and stakeholders, but also created a brand new company culture throughout S&P Global’s merger with IHS Market. Tune in to learn:Why being comfortable with being uncomfortable is part of being a marketer (5:35)How Alice prepared for the IHS Market and S&P Global merger (12:55)What S&P Global did to create a new culture with the merger (19:20)About the Seek and Prosper campaign (27:05)Mentions:Sylvan LearningIHS MarkitDouglas Peterson, President, CEO, S&P GlobalCERAWeekState of Marketing ReportShannon Duffy Episode Seek and Prosper CampaignMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Brands that rely on the events industry have had a difficult last couple of years. So, how can they regain traction now that events are making a robust comeback? This is priority number one for Melanie Hellenga, VP of Brand and Performance Marketing at Groupon. Melanie joins us to discuss the creative approaches her team has used to transform the brand and how data is being leveraged to raise “top-of-mind” awareness for the deals and discount platform.Tune in to learn:Melanie’s role in Groupon’s brand transition (3:33)The role of data in Groupon’s marketing (14:56)Melanie’s philosophy on balancing growth with velocity (21:34)The story behind Groupon’s big game campaign with Rob Gronkowski (31:00)Mentions:Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop (Marketing Trends podcast; Episode 359)FCB Global“Party Like A Player” SweepstakesMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On this special end-of-year crossover episode, the hosts from Up Next in Commerce, Marketing Trends, and IT Visionaries meet up again to discuss their biggest takeaways from their guests over the past year, and to make some predictions for what should be an exciting 2023 in marketing, tech, and e-commerce.Tune in to learn:Why your employees are your greatest customers (8:41)Why good business instincts can help overcome a lack of data  (14:28)Why intuition matters, even in data-driven industries (20:53)Client ad readMission.org is a media studio producing content for world-class clients. Learn more at *LINK*.Mentions:David Ting, ZenniDavid Heinemeier Hansson, 37signalsStephanie Dobbs Brown, CMO, Intercontinental ExchangeLil’ WayneKevin Warren, UPSEric Toda, MetaClient ad readMission.org is a media studio producing content for world-class clients. Learn more at *LINK*. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As gym culture evolves, how do companies like Crossfit boost their brand to potential consumers? Keith Knapp, Director of Marketing at Crossfit, strives to build a brand that includes every shape, size, and ability. Keith shares that by relying on their affiliates to help localize advertisements, each community receives specialized marketing and branding. Tune in to the episode to learn how Keith’s passion for fitness and community led him to reinvent the Crossfit brand.Tune in to learn:About the foundation of Crossfit’s business model (4:24)How Crossfit created a local and personal level of marketing with their customer (18:35)What tools and tech that Keith is using to boost their brand (31:58)Why employee retention is vital for personal success at Crossfit (36:18)Mentions:Keith Knapp on Solomon Hanes Podcast Don Faul, CEO of CrossfitAngela Duckworth’s Grit ScaleCrossfit Games on CBS / ESPNDaniel Chaffey, Owner and Operator of Crossfit LouvreSalesforceGary Gains, GM of International Crossfit AffiliatesMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How is one of the world’s fastest-growing streetwear retailers setting itself apart in a crowded category? Jenna Flateman Posner, Chief Digital Officer at SNIPES, suggests that the secret lies in the company’s bold commitment to elevating the communities it impacts. Jenna joins us to discuss the inspirational philanthropic marketing model at SNIPES, and why she believes the idea of developing “true retail partnerships” is often taken for granted in the industry.Tune in to learn:What Jenna has learned from the acquisitions process (04:10)How SNIPES sets itself apart in the crowded streetwear category (10:08)Jenna’s unique perspective on “hype-selling” (16:59)Jenna’s thoughts on the impact of the Air Jordan brand (27:05)Mentions:Sven Voth, CEO, SNIPES“Building a Brand That Reflects Company Culture” (Marketing Trends podcast; Episode 563)This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What sets a brand apart? Tim Hackbardt, CMO at Del Taco, shares that freshness, speed, and reliability keep Del Taco strides ahead of the competition. Tune in to learn how Del Taco is using AI, reliable customer experiences, and a promise of freshness to set themselves apart in the eyes of the consumer.Tune in to learn:How Del Taco has evolved since Tim returned  (9:39)What Del Taco is using AI for (19:52)Why freshness is so vital to the brand (30:42)About sticker QR code for immediate customer feedback (36:56)Mentions:Fresh Flex - New Del Taco store design“It’s official: Jack in the Box Inc. now owns Del Taco” Article by Lisa Jennings for Nation’s“Del Taco Introduces Mexican-Style Torta Sandwich Platform Supporting New Better Mex Brand Initiative” Article by Del Taco for Global Newswire“2 For $4.50 Beer Battered Fish Tacos And Epic Crispy Fish & Guac Burrito Made With Samuel Adams Boston Lager Now Available At Del Taco As Part Of 2022 Seafood Menu” Article by G. Ramsey for The Fast Food Post . Del Taco’s Partnership with Samuel AdamsDave Burwick, President and CEO of Boston Beer“Del Taco Pours 2 New Purple Pear Poppers” Article by Bob Miller for ChewboomSteve Robinson MT episodeDarin Harris, CEO of Jack-in-the-BoxDel 4 Better (structured philanthropic effort) - based on Maslow’s hierarchy of needsMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There are few arenas as competitive and complex as professional sports marketing. In this episode, Melissa Proctor, CMO of the NBA’s Atlanta Hawks and State Farm Arena, shares how she continues to achieve by showing up for herself and her teams. With more than 15 years of proven brand strategy expertise, Melissa has found myriad ways to engage and delight the Hawks’ devoted fanbase, while reinforcing the organization’s deep connection to the city it calls home. Tune in to learn how she continues to build unforgettable experiences for fans, the city’s communities, and her employees.Tune in to learn:What skills and attitudes aspiring marketers need for success (9:49)About building a larger community for the Atlanta Hawks (21:05)How the Hawks are honoring MLK’s legacy (29:47)Why personalizing the customer experience is vital (36:51)Mentions:Steve Koonin, CEO of Atlanta Hawks“From Ball Girl to CMO” - Melissa Proctor’s bookDeloitte’s  “A winning strategy for the future of sports streaming” by Pete Giorgio, Jana Arbanas, David Jarvis, and Brooke AuxierTrae Young, Atlanta Hawks GuardProject Future Fan Study“Pro Sports Leagues Are Chasing Gen Z Where It Plays” by Joe Drape and Ken BelsonKim Rometo, CIO of Atlanta Hawks“Creativity Meets Strategy: The Atlanta Hawks’ CMO Reveals Her Executive Superpowers” by Alysse Soll - Melissa’s interview with WISTMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As economic uncertainty continues to grow, what tools are available to job seekers hoping to find meaningful work? Jennifer Warren, VP of Global Brand Marketing at Indeed, joins us to explain why the hiring platform is injecting a much-needed dose of optimism into the job market conversation. Learn about Indeed’s commitment to building a diverse workforce, and hear Jennifer’s keen perspective on the relationship between brand and performance marketing.Tune in to learn:How Indeed has evolved since Jennifer joined the team (06:14)The relationship between marketing and performance marketing (11:40)How remote work has affected attitudes for job seekers (22:10)Indeed’s optimism regarding the job market (34:39)Mentions:“Women to Watch: Jennifer Warren, Radioshack” (Ad Age article by Natalie Zmuda; June 2, 2013)“Is your brand stuck on the performance plateau?” (Marketing Week article by Tom Roach; November 7, 2022)“Where Are You on Your Employer Brand Journey?” (WSJ Business article written by Ken Bracht; October 3,2022)Indeed | The Rising - 2021 Super Bowl CommercialThis podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What’s the best way to ensure a brand has a long-lasting effect on consumers? Cheryl Mills Knight, SVP of Brand & Culture at Kendra Scott, shares that she values empowering customers as well as connecting with employees to produce a culture that brings joy to all aspects of commerce. Tune in to hear more about why ensuring employees and customers feel valued can have a ripple effect for a business. Tune in to learn:About the power of “Yes, and…” (15:40)How to treat each customer like family (22:44)Why philanthropy is vital to success (32:03)About doubling down on the customer experience (45:19)Mentions:Nordstrom Neiman Marcus Apparel Disney Oscar de la Renta Apparel Shark Tank Kendra Scott Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is the best part of being a marketer? Seth Freeman, VP of Marketing and Communications at BlueLinx shares that he is driven by being able to tell a story through marketing. By relying on a strong team and using the resources around him, Seth explains how he built his role from the ground up. Tune in to the episode to hear more on how to rebrand and ensure employee receive quality experiences. Tune in to learn:How Seth built his role at BlueLinx (16:45)What Seth brought to the ‘Whole New Blue” brand (21:13)About the future of the home buying market (28:53)Why employee experience is necessary for success (33:36)Mentions:Ad Age, Meta’s The List Dwight Gibson, BlueLinx CEOCoca-ColaIHGKevin HenryMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In an uncertain and rapidly changing world, how can leaders stay relevant for the long term? What skills are needed to tackle the big issues we face around employee retention and DEI disparities? Marguerite Soeteman-Reijnen, Chairman Executive Board, Aon Holdings, shares her expert perspective and her leadership journey.Tune in to learn:Cultivating the ability to adapt (07:26)Marguerite’s thoughts on employee retention (12:45)Aon Holding’s efforts regarding diversity, inclusion, and mental health (15:11)How to stay relevant as a leader (21:00)Mentions:Aon’s 2022 Executive Risk SurveyJack Welch Daniel GolemanDouglas Conant (Former CEO, Campbell’s Soup)G-20 NetherlandsKelp BlueNancy McKinstry, CEO and Chair Executive Board at Wolters KluwerTuesdays with Morrie, book by Mitch AlbomKatharine HepburnThis podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

With the holiday shopping season in full swing, how are businesses handling the busiest commerce period of the year? On this special crossover episode, the hosts from Mission.org podcasts, Up Next in Commerce, Marketing Trends and IT Visionaries join forces for the first time ever to discuss all things retail. Tune in to hear Stephanie, Jeremy, and Albert share their thoughts and expertise about the latest shopping technology, holiday cyber threats, and whether shifting consumer attitudes will make Black Friday a thing of the past.Tune in to learn:Has in-store Black Friday shopping become a thing of the past? (03:55)Cybersecurity’s role in Black Friday and Cyber Monday (12:37)Is there consumer optimism in today’s uncertain market? (17:10)End capping its evolution into ad-buying (26:56)The Mission hosts share about their podcasts (38:47)Mentions:“Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop” (Marketing Trends podcast; Episode 359)“How The Simple P&L Statement Can Be Key To Long-Term Success” (Up Next In Commerce podcast; Episode 33)“Not Dumbing It Down: DECIEM and the Art of Straightforward Marketing with Jordanne Dyck” (Up Next In Commerce podcast; Episode 197)“Flipping Ecommerce on its Head” (Up Next In Commerce podcast; Episode 90)Common Thread Collective“Where ‘Credit’ Is Due with Randy Kern, CTO, Marqeta” (IT Visionaries podcast; Episode 417)Stephan Pretorius - Chief Technology Officer - WPP“Smart TV and Smarter TV Marketing With Jordan Rost, Head of Ad Marketing, Roku, Inc.” (Marketing Trends podcast; Episode 341)American Giant: American Made Clothing & ActivewearDanny Fields - EVP Engineering and Chief Technology Officer -  Avalara“Why Liquid Death Didn’t Water Down Its Marketing Strategy” (Up Next In Commerce podcast; Episode 262)Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What do Balenciaga, McLaren’s race team, and CNBC’s Mad Money have in common? They’ve all collaborated with ICE to expand their brands and build exposure for their companies. Tune in to learn from Stephanie Dobbs Brown, CMO at ICE, about how partnerships can benefit building brands to reach wider audiences through creating bold relationships and excellent employee experiences. Tune in to learn:About balancing brand and market (9:39)How to look for high-performance leaders (19:22)What to learn from failures and successes (29:39)How to climb the marketing ladder (39:04)Mentions:ICE’s first commercialAndrea Brimmer MT Episode - https://bit.ly/3BW75uxMclaren Race Team, Extreme ECNBC’s Mad Money ICE’s Partnership with Fashion House Balenciaga Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

With budgets constraining and customer expectations at an all-time high, how can industry leaders rise to overcome today’s unique marketing challenges? Shannon Duffy, EVP of Cloud and Industry Marketing at Salesforce, joins us to discuss the latest findings from the company’s 8th annual State of Marketing Report, and shares how marketers can leverage Salesforce’s cutting-edge technology to gather insights and drive customer satisfaction.Tune in to learn:Shannon’s biggest takeaway from Salesforce’s State of Marketing Report (02:49)The importance of real-time customer engagement (9:18)About Shannon’s Forbes piece on changing customer attitudes (18:38)How Salesforce Genie is revolutionizing marketing (20:32)Mentions:State of Marketing Report, 8th Edition - SalesforcePepper Evans, SVP of Marketing, Optum“Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop” (Marketing Trends podcast; Ep. 359)Salesforce Genie - Turn Data Into Real-Time Customer MagicHumanaL'OréalEinstein Intelligence - SalesforceSalesforce+Salesforce TeamEarth“The Future Of Commerce: How Brands Can Stay Ahead Of The Curve” (Forbes article by Shannon Duffy; February 24, 2022)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How do brands curate success with customers? Marcelo Pascoa, VP of Marketing at Molson-Coors, claims that being environmentally and emotionally conscious builds a brand that inspires loyalty with consumers. Listen to the episode to hear more about how Marcelo and Molson-Coors make social and environmental efforts to build on their 150 year legacy that connects with customers and creates brand success.  Tune in to learn:What Molson-Coors has to offer (2:07)How Marcelo saw different challenges while working around the globe (8:45)Dealing with cultural nuance in marketing (13:40)About Molson-Coors’ campaign with Tide (23:31)Responding to economic headwinds (35:30)Mentions:19:39 The Whopper Detour23:31 Coors Light and Tide Campaign 28:49 - Cannes Lions International Festival of Creativity31:52 - The Art of Branded Entertainment, collection of essays - Marcelo was featured as a co-author 36:40 - Chill-Boards, Coors Light’s eco-and-social campaign Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

With data restrictions becoming more prevalent, how can advertisers reach customers without first party data? Melinda Han Williams, Chief Data Scientist at Dstillery, claims that successful advertising can be done without any form of ID. Listen to hear more about AI marketing strategies and reaching consumers through a comfortable privacy setting. Tune in to learn:About Melinda’s journey from a career in physics to data science (04:21)How data is losing availability (09:53)Ways to reach customers through Dstillery’s ID-free approach (14:24)What trends are emerging in AI marketing (26:30)Mentions:(23:17) Mark Papermaster - https://www.linkedin.com/in/mark-papermaster-66914925/(27:42) Article in Forbes - https://www.forbes.com/sites/stephendiorio/2022/06/06/its-time-for-people-facing-ai/?sh=635c6eb922deMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How can consumer insights help build a successful marketing strategy? Linda Lee, CMO of Campbell’s Soup Company, claims her own curiosity allowed her to lead with influences from the consumer’s perspective. Listen to hear more about using a consumer’s lens to analyze competitors’ strategies and understand the impact media consumption has on a brand.Tune in to learn:How to build trust with stakeholders (8:50)About the relationship between CMO and CFO (16:10)Why the consumer lens is vital for analyzing strategy (30:59)How to think on your feet with new marketing opportunities (34:24)Mentions:15:53 Jenn Kretchmar, Chief of Merchandising and Digital at Build-A-Bear24:22 Sean McVay,  Rams head coach: Chunky Soup Advocate26:02 Save the Snow Day 35:06 Beeple, Mike Winkelmann NFT Designer37:22 Climate Protesters Throw Soup On Van Gogh Painting This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is it possible that the hottest health drink on the market isn’t a green juice or kombucha, but a delicious fizzy soda? Coca-Cola and Pepsi are two of the biggest and most enduring brands of all time, but there’s now a healthier alternative that’s fizzing up in the soda industry. David Lester is the Co-founder of the healthy beverage company OLIPOP, which makes tasty carbonated drinks and delicious sodas enriched with fiber and prebiotics to help with gut health. On this episode, David explains the science behind the product, and recounts the trying journey he and his co-founder Ben Goodwin went through in order to make OLIPOP the fastest-growing refrigerated beverage in the country.Tune in to learn:The stages of OLIPOP’s growth (04:02)The science behind the gut microbiome (11:27)David’s thoughts on what makes a strong co-founder relationship (16:56)What David makes of the growing “functional soda” category (22:52)Mentions:Ben Goodwin (Co-founder, OLIPOP)Obi Probiotic Organic SodaJustin SonnenburgMonogram Capital Partners / Jared SteinFloré by Sun GenomicsDiageoSquint ConsultingJoseph Petrosino, Ph.D.Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Despite the industry’s phase-out of third-party cookies, the debate continues over how to find the right balance between personalization and privacy in advertising. Rohini Sen, Head of Global Solutions at the advertising technology company Quantcast, suggests that respect for the consumer should always be at the center of the conversation. Tune in to hear how her team is helping clients cut through the complexity in their advertising experience and why she is a champion of consumer choice.Tune in to learn:About Quantcast and Rohini’s role there (2:25)When Rohini’s interest in data and analytics began (7:44)An early win during Rohini’s first year Quantcast (12:55)Rohini’s thoughts on cookies and the future of personalization (20:27)Mentions:“Rebranding a Century-old Business with Kevin Warren of UPS” (Business X Factors podcast; Episode 8)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How do you connect with potential customers before their attention is pulled away? Chris West, CEO of Verbal Identity, contends that “radical brevity” in branding is essential in modern marketing and failure to adapt will be detrimental to business. On this episode, Chris explains the importance of language, succinct writing and aligning your team behind a brand identity. Tune in to learn:The importance of radical brevity (06:08)A good example of radical brevity (14:31)How businesses can prepare their employees for succinct writing (17:01)The importance of aligning your teams through your brand (25:37)Why should companies train their writers? (32:47)Mentions:Strong Language The Fastest, Smartest, Cheapest Marketing Tool You're Not Using (Book by Chris West)RevolutMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

One wouldn’t think that freeing up workers’ time spent on menial tasks so they could focus on more important things would be a hard sell for businesses. But when it comes to adopting automation in the workplace, some companies still need convincing. That’s where today’s guest comes in. Xuan Liao is the CMO for the Americas region at the automation services company Roboyo. Tune in to hear Xuan’s unique journey into marketing, and learn why this self-proclaimed evangelizer of automation is so fired up about getting companies to join the “robo-lution.”Tune in to learn: Roboyo’s approach to “evangelizing automation” (02:20)The need for automation education (05:18)The distinction between RPA and Hyper Automation (07:18)The point at which a company engages with Roboyo (10:36)The Banking Industry being behind when it comes to automation (13:02)Xuan's marketing journey (15:42)Xuan's experience being raised in Colombia (18:02)What verticals have been quick to adopt automation (19:28)What Xuan was experiencing when she wrote her article on automation (20:52)Mediums Roboyo utilizes to bring in new clients (23:28)The thought process behind employing organic SEO (25:15)Building rapport with Roboyo clients (27:49)Areas in which clients most need automation (30:58)Insights into Roboyo’s marketing team (34:52)Some of Roboyo's notable use cases (37:49)A crucial moment in Xuan's career (39:38)Lightning round, presented with Salesforce (43:12)Mentions:“The Time to Automate is Now” (article by Xuan Liao)“Sapiens: A Brief History of Humankind” (book by Yuval Noah Harari)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Can one marketing team make an impact on a category as time-tested as banking? Andrea Brimmer, Chief Marketing and PR Officer at the digital financial services company Ally, says that all it takes is a bit of bravery. Tune in to hear Andrea discuss her bold approach to the company’s rebrand, her team’s innovative use of gamification to increase financial literacy, and her strong commitment to elevating diversity and equality through marketing.Tune in to learn:About the gamification strategies at Ally (3:37)The approach used to the rebrand at Ally (27:05)How marketing can be used to promote diversity (33:33)Mentions:“The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends; Episode 349)Moguls in the Making: An Entrepreneurial CompetitionThurgood Marshall College FundMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As new technologies change the healthcare landscape, how are marketing leaders in the field keeping up? Andrew Greenwood is the Senior Director of Corporate Marketing & Communications at the healthcare management consulting and technology firm ZS. On today’s episode, Andrew discusses the unique challenges that the healthcare industry presents and why it is poised for a digital transformation.Tune in to learn:How ZS is helping healthcare companies take the lead in today’s digital world (8:35)Challenges of overseeing both marketing and communications (17:40)Data and metrics to prioritize (30:02)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How can marketers navigate “the blessing and the curse” of an overwhelming number of opportunities? Lauren Weinberg, Global Head of Marketing and Communications at Square, discusses her focus on strategic prioritization and burnout prevention. She shares her evolution as a leader over the past five years and provides insights into how the leadership team collaborates.  Tune in to learn:Balancing opportunity with burnout prevention (5:05)How to evolve as a leader (11:30)Balancing function and emotion in campaigns (24:40)Mentions:SoFi StadiumMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Amidst headlines about the demise of malls, how can a brand that is steeped in the mall experience continue to thrive? Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop, discusses digital transformation at Build-A-Bear and its record-breaking results. She also dives into her holiday marketing predictions and her team’s strategy this year. Tune in to learn:The focus on digital transformation (2:46)Build-A-Bear’s bifurcated business model (11:16)Why to have an agnostic view regarding points of customer engagement (18:16)Insights into holiday marketing (37:28)Mentions:Build-A-Bear After DarkAndrea Brimmer, Head of Marketing, Ally FinancialCount your Candles, Pay your AgeBuild-A-Bear EntertainmentHoney Girls (Build a Bear Entertainment Movie)Build-A-Bear RadioMace Security InternationalLindsay Roy, SVP of Consumer Experience and CMO, HallmarkLindsay’s Marketing Trends EpisodeBuild-A-Bear FoundationSalesforce Loyalty CloudMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What methodologies should a marketing leader implement during a time of rapid growth? Rebecca Johnston-Gilbert, the Head of Marketing Ops at Postman, has seen the API platform’s usership skyrocket from 6 million to more than 20 million people during her three-and-a-half years there. Tune in to hear why, despite the company’s tremendous success, she has stuck with tried-and-true marketing fundamentals in her approach.Tune in to learn:Welcome to Marketing Trends (00:00)What Postman is and what Rebecca does there (02:00)Where the Marketing Spark started for Rebecca (03:30)Rebecca's approach to product growth at Postman (04:27)Did Rebecca study product growth models of other companies? (08:44)Marketing to developers (10:55)Strategies for users driving users (16:06)Lessons learned from working with 3 different Founder / developers (17:28)Thoughts on Rebecca's teaching experience (20:33)Rebecca’s strategies to avoid marketing burnout (24:15)How is culture at Postman tied to Rebecca's role? (29:44)Rebecca’s perspective on marketing during a time of growth (32:10)How did Postman's product lead growth skyrocket? (34:16)What are some exciting things that Rebecca is looking forward to? (38:32)About Postman’s innovative approaches to B2B marketing (40:23)Mentions:DropboxRun In Postman Button (Postman feature)“The ‘Death’ of the CMO? With Michael Diamond, Academic Director, NYU School of Professional Studies” (Marketing Trends podcast episode)Accenture"The Great Marketing Declutter" (report by Accenture)“API-First World” (a Postman Inc. graphic novel)“The Go-Giver” (book by Bob Burg and John David Mann)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The healthcare industry is notoriously slow to adopt new marketing trends. But can one organization’s innovative approach usher the field into the modern age? Andrew Chang is the VP of Marketing at the multispecialty medical group Summit Health and urgent care provider CityMD, which merged in 2019 to form a combined company that covers a wide range of healthcare needs. Tune in to hear Andrew explain how the organization’s unique business model and data-collection strategy are helping unlock the true potential of healthcare marketing.Tune in to learn:How Summit Health is revolutionizing healthcare marketing (9:10) Earning trust from stakeholders (20:00) How some marketing trends are impacting the healthcare industry (30:02)Mentions:“What Can Brown Do For SMBs?” (Marketing Trends interview with Kevin Warren)“Supercharging customer service with AI” (Deloitte article by Andy Haas, Michelle McGuire Christian and Ravouth Keuky)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What can a CMO at a multinational conglomerate still have to learn about marketing? Milena Oliveira, Senior Vice President and Chief Marketing Officer of the Transportation and Electronics Business Group at 3M, suggests that a marketer’s growth does not stop once they earn that CMO title. Tune in to hear Milena describe 3M’s global marketing approach and why maintaining a curious mindset has been vital to her success.Tune in to learn:About 3M and Milena’s role there (2:20) About 3M’s emphasis on R&D and how that affects its marketing (7:25)About the global marketing strategy at 3M (19:38) What Milena is currently learning about marketing in her leadership role (30:07) Mentions:“Season 7. Episode 8: Work Your Way: Milena Oliveira, SVP & CMO, Transportation and Electronics Business Group” (CMO Insights podcast, hosted by Jeff Pedowitz)Vayner3 (Web3 consultancy)Gary Vaynerchuk (Chairman of VaynerX and CEO of VaynerMedia)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

It can be difficult enough for a marketer to raise awareness about a brand, but what about a whole new territory? Tyrone Miller is the former Head of Media at the investment firm Sfermion, which focuses on NFTs — a promising world still being explored. On this episode, Tyrone talks about the potential of the novel NFT market and how his gaming industry experience strengthened the storytelling skills he uses to connect with clients.Tune in to learn:Welcome to Marketing Trends (00:00)About Sfermion and Tyron's role (02:21)Tyrone's perspective on how tech has evolved (05:48)What Tyrone thinks marketing leaders should know about NFTs (10:49)Lessons Tyrone learned working for game companies (14:07)What is Tyrone’s approach to storytelling in the NFT investment world? (18:50)In what companies does Sfermion invest? (21:53)Tyrone’s thoughts on big brands entering the NFT space (25:01)How can marketers make a human connection in an increasingly digital world? (27:10)Lightning Round, brought to you by Salesforce (29:54)Mentions:"Halo: Combat Evolved" (video game published by Microsoft Game Studios)"Tom Clancy’s Splinter Cell" (video game published by Ubisoft)"Call of Duty" (video game published by Activision)"Brothers In Arms: Road to Hill 30" (video game published by Ubisoft)Zima Red (podcast by Andrew Steinwold)"Axie Infinity" (video game published by Sky Mavis)Bored Ape Yacht Club (NFT collection)CryptoPunks (NFT collection)“2022 Global Marketing Trends” (report by Deloitte Insights, section titled “Elevating the hybrid experience”)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is the best path forward for a CMO suffering from burnout? On this episode, accomplished marketing leader Kelly Hopping reveals why she chose to take a six-month sabbatical before accepting her current role as Chief Marketing Officer at the backup-as-a-service company HYCU. Tune in to hear what she accomplished during her time away from work and why she believes other CMOs could benefit from taking a well-timed break.Tune in to learn:About Kelly’s marketing journey (4:00)About CMO burnout and Kelly’s thoughts on the benefits of taking a sabbatical (26:30)About Kelly’s time at Harvard (42:25)Mentions:“Competition, Cooperation, and Creative Contention with CTO of AMD, Mark Papermaster” (Business X Factors podcast episode)Dr. Lisa Su (Chair and CEO, AMD)Carla Piñeyro Sublett (Former CMO, Rackspace)“#224 Managing Burnout: An Open Discussion on Balancing Your Career and Mental Health” (DemandGen Radio podcast episode)"Legally Blonde" (movie)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How should a marketing leader choose which brand to devote their time and talent toward? Alice Milligan has worked for some well-known operations like AT&T, American Express, and Citi before her current role as Chief Marketing Officer at the financial services company Morgan Stanley. On this episode, Alice discusses the values that have guided her extraordinary marketing journey and the fascinating approach she took during her first 90 days as Morgan Stanley’s CMO.Tune in to learn:What drew Alice to work at Morgan Stanley (3:20) Alice’s philosophy on choosing where to work (16:10) How Alice thinks the marketing landscape has shifted over the years (19:20) About a critical moment in Alice’s career (30:20)Mentions:E*TRADE (financial services company acquired by Morgan Stanley)“Marissa Mayer: Stories from Silicon Valley, Stanford, Google, Yahoo, and Lumi Labs” (The Mission Daily podcast episode)“The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends podcast episode)THE PLAYERS ChampionshipCheyenne Woods (professional golfer)Justin Rose (professional golfer)Leylah Annie Fernandez (professional tennis player)Climate Forward London (The New York Times event presented by Morgan Stanley)“Econ 101: Navigating the Economy” (The Washington Post series sponsored by Morgan Stanley)Miele (appliance company)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is the secret to growing a brand? Suresh Raj, the Global Chief Growth Officer at Vice Media Group’s creative agency Virtue Worldwide, suggests that keeping a thumb on the pulse of the culture is essential for a company’s growth. Tune in to hear how his incredible “boy band” background has prepared him for his current role and for some advice on how to pitch ideas to clients.Tune in to learn:About Suresh’s experience in the music industry (2:10) About Virtue Worldwide and what Suresh’s role is there (11:50) Suresh’s approach to storytelling (21:55) Suresh’s thoughts about the importance of diversity (38:45)Mentions:“The ‘Death’ of the CMO? With Michael Diamond, Academic Director, NYU School of Professional Studies” (Marketing Trends podcast episode)“Three ideas. Three contradictions. Or not.” (TED Talk by Hannah Gadsby)Defy Logic (platform by Logitech)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How vital are authentic customer connections to growing a business? David Stewart, Executive Vice President and Chief Marketing Officer at Sweetwater, suggests that the focus on customer experience is the “magic” behind the company’s massive success. Tune in to learn how David’s lifelong passion for music has fueled a 30-year career at one of the world’s leading musical instrument and audio equipment retailers.Tune in to learn:How David’s love of music led him to Sweetwater (2:30) About Sweetwater and how it started (11:45) About David’s evolution into a marketing leader (23:40)Mentions:“Boston” (Album by Boston)“Growing Better, Not Bigger with Steve Robinson, Former Executive Vice President and Chief Marketing Officer of Chick-fil-A, Inc.” (Marketing Trends podcast episode)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

With a number of major brands taking a more comprehensive marketing approach, are the days of the CMO numbered? Michael Diamond, the Academic Director and Clinical Assistant Professor at NYU School of Professional Studies offers his take on whether the role of the Chief Marketing Officer is disappearing or simply evolving.Tune in to learn:Michael’s take on the current state of PR and marketing (2:45)About ways that CMOs can source innovation (10:30) If the CMO position is becoming obsolete (24:50) About Michael’s marketing journey and his love of language (37:15)Mentions:Keith Weed, Former CMO, UnileverJawad Bisbis, Global VP Marketing & Partnerships, Ball CorporationMohanbir Sawhney, Associate Dean, Digital Innovation, Northwestern UniversityTodd Kaplan, Chief Marketing Officer, Pepsi“Grow: How Ideals Power Growth and Profit at the World's Greatest Companies” by Jim Stengle“Ogilvy on Advertising” by David Ogilvy“Good Strategy Bad Strategy: The Difference and Why It Matters” by Richard Rumelt“Thinking, Fast and Slow” by Daniel Kahneman“The Human Stain: A Novel” by Philip RothMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

With so many ways that people can consume sports content, what role does marketing play in bringing fans together? Emeka Ofodile is Vice President of Sports Marketing at ESPN, a network that over the years has become closely associated with sports fandom. On this episode, Emeka shares how innovative strategies from his marketing “playbook” have helped ESPN adapt to the modern-day sports fan and unite the fan experience.Tune in to learn:About Emeka’s background and marketing journey (5:00) About the evolution of the sports consumer (10:45) About the diverse culture at ESPN (25:00) Emeka’s take on how to grow at a company (41:30) company (51:49)Mentions:“The Last Dance” (documentary series)“Black Panther: The Album” (album by Kendrick Lamar)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What does it take to work your way up from an entry-level position at a major organization to eventually becoming a leader in its marketing department? That’s Brooke Mlsna’s experience at Fastenal Company. Brooke joins us to talk about her inspirational rise through the ranks at the industrial supplies and solutions behemoth. Tune in to learn:About Fastenal Company (3:15) About Brooke’s 14-year journey at Fastenal (8:50) Brooke’s secret to maintaining her role as VP of Marketing (17:30)About a crucial moment in Brooke’s marketing career (38:50) Mentions:Eric Tosi, Chief Marketing Officer at Foley Entertainment Group/Vegas Golden Knights“LinkedIn Launching Free Tool For B2B Professionals” (Search Engine Journal article by Matt G. Southern)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What do Coldplay, Jason Momoa, and the 2022 Stanley Cup champions, the Colorado Avalanche, have in common? They all partner with Ball Corporation to build a better future. Our guest today is Jawad Bisbis, the Vice President of Marketing at Ball Corporation. Tune in to hear Jawad’s thoughts on marketing for positive environmental change.Tune in to learn:How Jawad sees the role of the marketer (9:30)  How to build good marketing team culture (23:00)Personalizing the product and connecting customers to the brand (30:00)Jawad’s advice for marketers (52:10)Mentions:“Party Like Jason Momoa With the Ball Aluminum Cup™!” Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is it best to grow your career by staying in one industry? George Hammer, the Global Head of Marketing of Tripadvisor, suggests that traveling to different industries and jobs is the way to learn more. Tune in to hear from George about how marketers ought to have an interdisciplinary approach and how marketing leaders should make out-of-the-box hires.Tune in to learn:How George’s entrepreneurial roots shaped his career choices (10:30)Lessons George learned from working at previous companies (13:15) What combinations of skills are needed by today’s marketers? (21:30)George’s leadership style and the importance of team diversity (28:07)Mentions:Brooke Mlsna, Vice President of Marketing at Fastenal CompanyDeloitte Insights ”2022 Global Marketing Trends” report and the article “Authentically inclusive marketing”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Historically, have some companies underestimated the importance of product marketing for their bottom line? Lubor Ptacek, Vice President of Product Marketing at the fleet management and software development company Motive, shares why he believes modern metrics are finally shining a light on the true “value” of the product marketing department. Tune in to learn from Lubor about the versatile communication skills that every product marketing leader should have.Tune in to learn:About Motive and Lubor’s role at the company (4:10) About Motive’s major rebrand (7:15) What marketing trends Lubor is following (28:45) What metrics Motive takes into account (40:00)Mentions:“Subscription Fatigue and the Need for Meta-Subscriptions” (Lubor on Tech blog post by Lubor Ptacek)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Are some marketers losing sight of their department’s primary function? Mariana Prado Cogan, the CMO at the revenue operations and intelligence platform People.ai, suggests that leaders in the field bring the focus “back to the people.” Mariana joins us to explain what CMOs need to prioritize to maximize their tenure and connect with customers. She also recounts her formative years in Mexico City and Japan, and how both cultures have influenced her personal and professional outlook.Tune in to learn:About Mariana’s unique upbringing in Mexico City (7:32)  The biggest challenge of being a CMO (21:20)About the importance of inclusivity and what Mariana calls “sponsorship” (26:55) Why some companies struggle to integrate new technologies (34:02)Mentions:“Becoming A Quota-Carrying Leader May Extend Your Tenure As CMO” (Forbes article by Mariana Prado Cogan)Teresa Barreira, CMO, Publicis Sapient“How to (Re)Brand: Pivoting from Product to Consumer with CMO Ana Villegas”“Today’s Enterprises Have A Complexity Problem: Their Profits, Productivity And Security Depend On Solving It” (Forbes article by Ev Kontsevoy)“Why AI Customer Journeys Need More Friction” (Harvard Business Review article by Renée Richardson Gosline)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is the true value of a tight-knit work environment? Paul Stoddart, the CMO of Customer Success and Growth at Salesforce, joins us to discuss his first six months at the CRM software provider. Paul shares why the company’s “family” culture and hyperfocus on customer experience contribute to its overall success.Tune in to learn:About Paul’s first six months at Salesforce (5:35) About the culture of “ohana” at Salesforce (8:50) Salesforce’s approach to messaging (25:20) Paul’s perspective on Web3 (32:50)Mentions:“Paul Stoddart, CMO of Epicor, Emphasizes Developing Meaningful Relationships with Peers and Consumers alike as the Key to Maximizing Effectiveness in Marketing”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How does one go from being a young marketing coordinator at a company to spearheading its international marketing campaigns as CMO? Susan Vitale, the Chief Marketing Officer at the talent acquisitions company iCIMS, joins us to discuss her unique 17-year marketing journey there. She shares how her early days at iCIMS helped prepare her for the CMO role and offers valuable advice on overcoming self-doubt when stepping into a new position.Tune in to learn:About Susan’s journey from marketing coordinator to CMO at iCIMS (5:00) About what it’s like to have a global marketing directive at iCIMS (18:30) About the importance of experimentation in marketing (23:10)Mentions:“Freakonomics”  by Steven D. Levitt and Stephen J. Dubner“Women's History Month | An Interview with iCIMS CMO, Susan Vitale”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In the relationship between people and technology, which side is really transforming the other? It is a question that Jordan Rost, Head of Ad Marketing at the streaming provider Roku, Inc., has been exploring throughout his career. Tune in to hear Jordan’s thoughts on how marketers are adapting to new technologies in the TV space and why some traditional TV advertising practices have remained relevant during the streaming revolution.Tune in to learn:Jordan’s thoughts on the modern day marketing leader (06:10) How TV marketing has adapted to the streaming world (10:40)Jordan’s take on the state of marketing and advertising (25:20) What is the future of TV (41:45)Mentions:“WPP partners with Epic Games to boost metaverse offering” (Marketing Dive article, 05/05/22)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When a CMO joins a well-established company, how can they effectively gain the confidence of the other executives? Siddharth Taparia, the Global Chief Marketing Officer at the real estate services company JLL, boils the answer down to just a few crucial components. Tune in to hear his take on why building trust as a marketing leader requires a careful balance of both humility and assertiveness.Tune in to learn:How did Siddharth cultivate a culture of collaboration with his team? (10:40)How Siddharth builds trust with the other executives (18:40) Siddharth’s thoughts on the resurgence of office and retail (30:40)Mentions: “CMOs ‘sanguine’ in face of inflation, global turmoil as budgets recover”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Memorializing a lost loved one is a longstanding human custom. But how is that tradition changing in today’s digital world? Lachlan Davidson is the Head of Digital and Marketing for Memories Group Limited, a leader in the burgeoning digital legacy industry. Lachlan joins us to discuss how technological innovation is opening the door to new possibilities in the memorialization space and shares the joys and challenges of growing a category as a marketer.Tune in to learn:Memories Group Limited’s services (4:20) Creating and growing a new marketing category (21:50) The technology that exists that will enhance how Memories Group serves customers (36:20)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The Vegas Golden Knights made history when they reached the 2018 Stanley Cup Finals in their first NHL season. But the franchise’s early success can be attributed to more than just the action on the rink. Eric Tosi, the Chief Marketing Officer for the Vegas Golden Knights and Foley Entertainment Group, has been with the team from the outset and joins us to offer insider tips on how he helped build a standout sports brand in a city teeming with entertainment options.Tune in to learn:How Eric entered the sports marketing field (6:00) How to raise brand awareness in a city full of brands (17:50) The future of sports marketing (32:50) About Foley Entertainment Group’s offerings (48:00)Mentions:Henderson Silver KnightsVegas Knight HawksCity National ArenaLifeguard ArenaDollar Loan CenterBlack Walnut Inn & VineyardHotel Les MarsHotel CalifornianWhitefish Mountain ResortRock Creek Cattle Company“Campaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads” (Marketing Dive article, written by Chris Kelly)"Dark Mode” by Lil Baby, Starring Ja Morant I Beats by DreLe Castle Vania - John Wick Mode“LeBron James Is Officially A Billionaire” (Forbes article, written by Chase Peterson-Withorn)“Hard Knocks”“Behind the B”“The Last Dance”“Man in the Arena: Tom Brady”“Formula 1: Drive to Survive”RobloxMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What does a genuine customer-first marketing approach look like in practice? Narine Galstian, the Chief Marketing Officer at SADA, a Google Cloud Partner, asserts that when the company gains a client, “that’s just the beginning of their transformation.” Tune in to discover how marketing leaders can build long-term customer relationships that help their clients grow.Tune in to learn:About SADA and about Narine’s role as CMO there (03:30)About SADA’s “customers-for-life” philosophy (17:40)What inspires Narine’s leadership style (32:30)How Narine’s immigrant experience has shaped her team-building work at SADA (38:30)Mentions:“Diversity In The Channel: No Longer Just A Compliance Play” (CRN article)“3 Ways To Understand Growth Marketing” (Forbes article)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As society becomes more virtualized, how can people make real, substantive connections in the business world? Brianna Haag, the Director of Demand Generation for the events platform Hopin, shares how technology is opening the door to new possibilities in the events landscape. Tune in to hear why she’s claiming that “events will never be the same” again.Tune in to learn:Why it is an exciting time for the events industry (4:20) About Hopin’s platform and Brianna’s role at the company (12:25) About the challenges of hybrid events (14:48) Where there is room for growth in the events industry (21:05)Mentions:“Remote interpreting can take hybrid events to global heights”“Peloton races to revitalize brand with help from star instructors”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Can a long-established medical premise actually be a new trend? Avi Kulkarni, Senior Vice President of Health Sciences at the IT services and consulting company Cognizant, says the patient needs to be “the center of the universe,” and also describes how innovation and risk-taking are “cold, hard business logic.” Tune in for Avi’s straightforward healthcare and business assessment.Tune in to learn:What makes Cognizant such a healthcare innovator (11:30) The role marketing plays in healthcare advancement and expansion (13:25)The challenge of risk tolerance (23:10)What healthcare will look like in five years (39:33)Mentions:“Why Tech Marketing Leaders Are Racing To Sponsor Formula 1” “Preventive Healthcare Compliance Monitoring Is A Risk Change Agent”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What tone should an incoming CMO hope to set in their first few months on the job? Jeff Winter, the Chief Marketing Officer at Duck Creek Technologies, says that building a “team culture” was a top priority when he joined the insurance software provider last year. Tune in to hear Jeff’s takes on how a marketing leader can help build a great team.Tune in to learn:How Jeff built a “team culture” at Duck Creek (8:00)Jeff's approach to aligning marketing with sales (26:41)Why Jeff is not a fan of spreadsheets (22:25)About Jeff’s experience as a professional basketball player in Israel (25:30)Mentions:Salesforce“MarTech Interview With Jeff Winter, CMO at Duck Creek Technologies”“Insurance Technology: Aon and Paypal, Applied Systems, and iink Address Digital Payments”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up forThe Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What do childhood, motorcycling, and marketing have in common? Saar Shwartz, the CMO at the IT solutions and consulting company BMC Software, says they all embody the idea of limitless possibility. Tune in to hear the longtime marketing leader share how growing up in Israel, becoming an officer in the army, and developing a passion for motorcycles have all helped him on his path to becoming the CMO of a multinational, multibillion-dollar company.Tune in to learn:The importance of curiosity in marketing (13:40)Why does Saar prioritize “impact” over “authority?” (18:20)The future of marketing and humanizing the BMC brand (43:50)Saar’s advice for startup founders (50:20) Mentions:“May was the worst month for startup layoffs since the start of the pandemic” (Quartz article, written by Nicolás Rivero)“What Hugging Face and Microsoft’s collaboration means for applied AI” (The Next Web article, written by Ben Dickson)"The Social Dilemma"Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Are marketing leaders operating under outdated assumptions? Teresa Barreira, CMO of the digital consulting company Publicis Sapient, says it’s time for marketing executives to rethink some of their traditionally held beliefs. Tune in to hear Teresa’s transformative leadership philosophies and why she thinks now is the best time to be in marketing.Tune in to learn:Teresa’s transition to being a marketing leader at IBM (6:30) How culture fuels innovation (12:40) Why Teresa thinks now is the best time to be in marketing (34:30)Mentions:Teresa Barreira’s WebsiteMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Should commercial real estate investment be more attainable? Dustin Cohn, the Chief Marketing Officer of Cadre, makes a case for “the democratization of commercial real estate.” Tune in to hear Dustin getting the word out about the potential opportunity. Tune in to learn:What is it like to join a blossoming company after being part of a larger one? (12:25)The importance of earning early wins while building a foundation (15:00)About the “democratization of commercial real estate” (19:00)How to raise awareness and build brands (27:30)Mentions:"The Art of Possibility"Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMomentsMission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this age of fast-moving, immersive and interactive media, how can marketing professionals maximize their impact on consumers? Jennifer Griffin Smith, the CMO at Brightcove, suggests the answer lies in the power of video. Tune in to hear what strategies Jennifer is championing at the video platform and solutions company and how marketers across the industry can step up their game!Tune in to learn:The importance of storytelling in marketing (4:40) How to start thinking and acting like a media company (6:15)What mistakes are companies making regarding video? (13:50)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Despite so much diverse talent, a lack of Black representation in the C-suite has persisted in the marketing industry. This disparity is what led marketing leader Jerri DeVard to found BECA, the Black Executive CMO Alliance. Listen and learn how the organization is uniting, elevating, and opening doors for Black business leaders while inspiring a change in the marketing world that is long overdue.Tune in to learn:Background on BECA (3:00) Jerri explains the “BECA Playbook” (11:50) BECA’s emphasis on excellence (25:30)The importance of authentic representation in marketing (27:40)Mentions:“Rebranding a Century-old Business with Kevin Warren of UPS” (“Business X factors” podcast)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Given the complex nature of marketing, how does a CMO make sure everyone in their team is moving in the same direction? Jason Rose, the Chief Marketing Officer at the data storage developer Pure Storage, relies on a mantra he learned while previously working at SAP from Bill McDermott, who was the CEO there at the time: “Keep the main thing the main thing.” Tune in to hear why oftentimes less is more when organizing a marketing strategy.Tune in to learn:How Jason’s product marketing experience helps him in his current role (9:30)About the importance of simplification (18:55)About improving customer experience (29:30)What role AI is playing in marketing right now (39:55)Mentions:“$800 Billion in Incremental Revenue Is Possible With AI-Driven Personalization”“Email Is Still King (and 4 Other Big Insights Into Effective Tech Marketing)”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

With Netflix reportedly expecting to lose subscribers for the second quarter in a row, is the oversaturated streaming market finally doomed? Not according to Navdeep Saini, the Co-Founder and CEO of DistroScale, Inc. Listen to learn how the company is giving publishers back the power by providing video as a service, and why audiences should be excited about the future of media.Tune in to learn:When did Navdeep’s entrepreneurial aspirations begin? (3:30) DistroScale’s services and Navdeep’s role as Co-Founder and CEO (7:07) Ad-supported streaming and its future (12:00)The Netflix dip and its impact on streaming services (24:47)Mentions:“Navdeep Saini. DistroTV.” (“Up Next with Gabriella Mirabelli” podcast)“The Netflix Bubble Is Finally Bursting” (“The Atlantic” article)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For business leaders, what's the right balance between competing and caring? Grant Johnson, the Chief Marketing Officer at the expense management company Emburse, claims that a “human connection” remains crucial for success. Tune in for some valuable marketing insights from Grant about leadership, empathy, and “humanizing work.”Tune in to learn:How much should you rely on metrics? (6:50) Grant’s journey into marketing (11:15) Grant’s advice on how to scale (20:50)Mentions:“The Five C’s of Marketing with Emburse’s Grant Johnson”: on the Marketing Today podcast.Grant’s Company Bio on the Emburse Leadership PageMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for  The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Data is not going away, nor are users’ demands for privacy. Daniel Barber, CEO & Co-Founder of DataGrail, explains how businesses must understand the personal data they hold and then strive to be transparent to necessary parties. Learn more about how Daniel prepared for success by studying business potholes.Tune in to learn:What marketing trends to watch (2:00)The power in making small changes over time (17:30)How many businesses are enacting worldwide privacy standards (22:15)Mentions:“The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses” Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for  The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As new tech continues to change the world at a rapid pace, how are marketing professionals adapting? Arun Cavale – the Chief Marketing Officer at IBM Consulting, Asia Pacific – sheds light on how marketers must evolve. Arun also shares how his career began in engineering, but now he explains how marketers must build their strategies and careers during a time of rapid technological advancement.Tune in to learn:Trends and tech to bet on for the future (7:50)How marketing has evolved toward ABM (12:50)How to balance velocity with value (16:15)Common marketing mistakes (20:30)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What’s the most effective way a marketing team can help its company grow? The answer may be simpler than you think. Roy Ritthaler, the Chief Product and Marketing Officer at Flexera, talks about his first eight months at the IT solutions company and why getting back to the basics is essential for growth. Tune in to learn how to take your marketing team to the next level!Tune in to learn:What’s the goal of a CMO in their first 90 days? (6:45)The importance of a getting back to the basics (16:50)The agile approach to marketing (35:30)Flexera’s culture of “candor” (46:50)Mention:“Following the Money With Jim Ryan, President and CEO of Flexera”Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is marketing both art and science? If so, will that still be the case in the future? Monica Ho, the Chief Marketing Officer of SOCi, has the answer to these marketing questions and more. SOCI supports the marketing efforts of businesses with multiple locations. Therefore, Monica offers a wide-ranging perspective on the current marketing landscape and what moves to pay attention to. Listen to learn what’s marketing smoke and what could become marketing fire.Tune in to learn:How did Monica get interested in marketing? (12:00)What does SOCI do? (14:00)What trends in social media does Monica find most compelling? (29:56)What does Monica look for when she hires? (36:25)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Actionable insights are valuable all across a company, including for marketers. But effective content creation strategies that really cut through to the audience are also of tremendous value. Eric Williamson, the Chief Marketing Officer of CallMiner, discusses how CallMiner uses AI to help companies get actionable insights concerning their call centers. He also talks about how to sharpen your content creation strategy and how B2B marketers can learn a lot from B2C marketers.Tune in to learn:How does Eric think marketing and sales can be better aligned? (20:00) What MarTech platforms does CallMiner lean on? (25:00) What kind of experimentation and testing is working? (32:00)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The economy has evolved, and the marketing playbooks we’ve all relied on for decades are on their way out the door. It’s time for a new playbook that takes the last several years of constant disruptions into account. Michael Hayes, Chief Growth Officer and Client Officer for the Goodway Group, shares his take on what he considers a “New Economy,” what key disruptions and challenges face marketers today, and what he envisions for the marketing playbook of the future.Tune in to learn:What is the “New Economy,” and what disruptions have led to its emergence? (3:30)What marketers need to consider in writing the marketing playbook of the future, including how metric measurement is changing (18:50)Why a key challenge facing companies today is brand building (24:30)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Businesses and organizations aim to gain insights. The challenge is in attaining them productively and ethically. Kumar Doshi, Senior Vice President of Marketing at Cint, describes that the company maintains an ethical practice concerning obtaining first-party data because it is gleaned from surveys where participants opt in to provide their information. Kumar also talks about the lessons he’s learned by going through acquisitions and explains how Lucid, the previous company he worked for, has recently been acquired by Cint.Tune in to learn:Why keeping an open mind is vital during mergers and acquisitions (10:52) What does an ethical approach to gathering data look like? (13:15) What are the new consumer trends to be on the lookout for? (18:00)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Augmented reality is becoming a very real reality for marketers in every industry. So what do you need to know to successfully play in this space of “spatial storytelling,” as today’s guest likes to call it? Caspar Thykier, Co-Founder and CEO of Zappar, shares his tips and tricks, including how to create experiences worth remembering and what to keep in mind when incorporating AR into your strategy.Tune in to learn:The different use cases for augmented reality (18:00)What are the limitations of AR and what questions should brands ask before implementing the technology? (25:30)Metrics that matter: How to measure the success of your AR campaign (27:00)AR vs VR, including an early look at the ZapBox (29:00)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

2020 changed everything we thought we knew about business events. Suddenly, name tags and conference halls were swapped for meeting links and living rooms. Now that the pandemic is hopefully easing up, how will people choose to connect? Will Curran, the Founder of Endless Events – a comprehensive event management company – talks about how people's behaviors concerning event attendance have changed and must be kept in mind. He also shares how lessons learned from our recent event experiences might be applied moving forward to build inclusive and, perhaps, long-lasting communities.Tune in to learn:This most important tip for creating good hybrid events (12:00)How to measure the success of events (16:30)Getting to the heart of event retention and making your events must-attend experiences (18:30)How will virtual reality, meta, AR/VR play a role in the event world? (29:30)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Before customers click that “buy” button, they’ve been exposed to your brand time and time again. This is your company’s “customer journey” — and this journey is constantly changing. AcuityAds’ Chief Strategy Officer, Seraj Bharwani, shares what brands need to know to create a seamless journey for their customers, including how to track and innovate that journey.Tune in to learn:What is the first question you should ask of the brands you work with? (16:00)The parts of the customer journey that are the most fragmented are the ones you need to work on to learn more about them (18:30)The metrics that are most vital when tracking customer journeys (20:40)The first question you need to ask yourself before pursuing a presence on emerging channels/technology like the metaverse, NFTS, or Web3 (25:20)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In the current market, there’s no one-size-fits-all approach. Every customer wants something different, and businesses are constantly pivoting to keep up with shifting data and strategies. According to Valerie Bischak, the Head of Growth at Amobee, the only approach that always works is one that takes the chaos into consideration… as opposed to fighting it. Bischak is here to talk to Marketing Trends about why a multi-faceted approach is one that works best, why failure is a misused word, and why finding smart people makes all the difference. Don’t miss this week’s episode! Tune in to learn:How cutting the cord has added complexity for advertisers (4:00)The marriage of content, context, and data (10:00)How to develop a healthy relationship with failure (13:15)23:30: What is the future of work and what does flexibility actually mean? (23:30)What is the way to be data-first today and how does that lead to better customer experiences? (27:30)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Leading in marketing means seeing trends before they happen… sensing the change in the wind before anyone else and helping your clients prepare and – better yet – take advantage of those changes before anyone else. But in a world of unpredictable markets and shifting landscapes, delivering a level of predictability for your clients while also leading your own team is no easy feat. Lucky for us, Ed Locher, the VP of Marketing at HG Insights, is here to talk about how he manages to deliver a level of predictability for his clients while also promoting empathy and curiosity within his own ranks. Tune in to learn:Forecasting future events and the tech that can help you do it (9:11)Stop putting all your eggs in the MQL basket (12:00)What does the future of business intelligence look like? (15:00)Doing the dance between art and science (20:00)How to leverage personalization and create a bridge to individuals (34:14)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

You’ve landed your first leadership role within your marketing organization — how do you prepare for that transition? Andrea Zoellner, Kinsta’s VP of Marketing, shares what she’s learned going from practitioner to manager, including her perspectives on balancing speed with growth, how to create a high-performance marketing team, and what it takes to bridge the gap between sales and marketing. Tune in to learn:Looking past vanity metrics to identify the metrics that really matter (5:50)Going from marketing practitioner to marketing leader (14:55)How to cultivate the right culture as a marketing leader (19:28)What it takes to balance speed with growth (22:10)Identifying the right values in high-performance teams (33:22)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Do you really understand how your customers experience your product, website, app, or service? Janelle Estes, Chief Insights Officer at UserTesting, would guess that while you probably think you do, you likely actually don’t. Janelle joins the podcast to talk customer expectations, why business metrics don’t always align with these expectations, and shares tips and tricks for companies looking to get honest, relevant, and applicable feedback on their UX.Tune in to learn:What metrics really matter when analyzing customer satisfaction? (6:10)Why what the customer care about matters more than price. (16:00)How to think about phrasing when you are gathering feedback. (17:15)Thinking about the sensitivities around tracking data. (20:00)Building a bridge between sales and marketing. (29:00)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

B2B marketing is changing fast. In part because it’s so commonplace in the B2C world, the expectation for everything to be available on-demand and at your fingertips is reaching into other verticals — including for B2B businesses. If you aren’t there for your customers when they want, where they want, and how they want — they will find a company that is. Rebecca Stone, the SVP, Customer Solutions Marketing & CMO at Cisco Meraki, is an expert in how the B2B world is shifting, what it takes to keep great talent, and how to effectively work with and educate a leadership team, and she shares the secrets on this episode.Tune in to learn:How to engage with B2B buyers (4:30)What is the most valuable metric in this era? (6:40)Why it falls to marketing departments to be the true voice of the customer (15:00)How to educate leadership on what actually matters about finding the right audience (23:00)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How can you bring together an organization that’s acquired different brands? For Francois-Xavier Reodo, who goes by FX and is the CMO of Capgemini Invent for North America, it all boils down to telling the proper story. FX shares his interesting globetrotting journey as well as how his career has developed at Capgemini. Tune in to hear the fascinating marketing insights he has learned along the way.  Tune in to learn:What was FX’s journey like to his current role at Capgemini Invent? (6:00)Where does FX’s willingness to take risks come from? (9:00)How does FX create a good culture? (14:00)How is FX’s team working to meet rising customer expectations? (20:20)Where does the focus on having good ethics at Capgemini come from? (26:15)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Streaming TV is everything these days, and eyeballs are shifting away from traditional television. The problem is knowing where marketers should start, or how to make sure they get the best bang for their buck. This area of advertising is fragmented, and we’re still trying to figure out how to consolidate and best measure our reach. Today we have Omer Latif, from Elemental TV, a leading CTV advertising technology company that is the first to power the next generation of ad break experiences through its proprietary ELM technology and vertical ad formatting.Tune in to learn:What Key Skills Do Marketers Need? (5:26)How to  Develop Talent (8:00)The Creation of Elemental TV (11:00)Advertising on Streaming TV (21:20)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

We’re living in a world of ever-moving targets: the metrics of success are always shifting, as are the goalposts of success. Tom O’Regan, the CEO of Madison Logic – a company that  provides advanced account prioritization using proprietary data signals, multi-channel activation, comprehensive measurement, and integrations with major CRM/MAP solutions – talks about how his team finds unified metrics, why micro-dosing failure can be a good thing, and how staying paranoid helps him stay at the top of his game.Tune in to learn:How Tim Responds to the Lightning Round (00:00)How the pandemic changed (and didn’t change) marketing trends (08:32)How Madison Logic keeps a laser-focused strategy (21:27)How micro-dosing failure can be a great habit (23:19)Why you should embrace growing pains (25:59)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

We don’t often think about marketing as something that changes the world, but it is. Whether it’s through amazing products, or by creating an inclusive environment for minorities to have their voices heard, marketing is a powerful place to be. We are helping to shape the world view.  Today, the CMO of National Instruments,  Ana Villegas joins us to talk about how she was able to come to a new country and climb the ranks of amazing brands like Dell and National Instruments by using her superpower: belief in herself.Tune in to learn:How Ana responds to the Lighting Round (00:00)Why you should believe you’re already an expert (22:19)How to pivot when faced with the unexpected (25:41)What a rebrand looks like for an established company (29:41)Why shifting to a consumer-based perspective is best (36:55)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As marketers it’s hard to know what’s going on right now, much less what’s going to happen in the next 5-10 years. Luckily, we have a great guest on to help us get a glimpse at what’s to come: Don Mcquire, the CMO at Qualcomm. If you don’t know this company, they are behind everything tech happening in the world. They are looking at what’s coming with 5g, and even what 6g is going to look like. Their tech is in helicopters on Mars, and they are developing future cities that will make the customer experience flawless. Tune in to learn:How Qualcomm is Meeting Customer Demand (00:00)The Ways 5G is changing the world (11:23)What Smart Cities Will Look Like (19:34)Marketing in the Metaverse (43:30)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Making a shift from an established agency like Ogilvy PR with over 10,000 employees to leading a skeleton team at the fastest growing food brand isn’t an easy thing to do. Learning to scale a team while finding new ways to educate your target consumer in a fun way isn’t an easy task. Today we’re going to hear from Stuart Smith, the CMO of Caulipower. We’ll hear about his marketing journey where he educated people about a new type of product, and leaned into influencer marketing with incredible talent like Dan Levy.Tune in to learn:How Caulipower is Meeting the Rising Demands of Customer Experience (01:26)Where Stuart Worked Before Caulipower (8:54)How Their Team Stays Connected in this Virtual World (14:57)Stuart’s Take on Current Events (24:23)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Red Bull and GoPro are names we've all heard of, but their approach to marketing is anything but typical. High-energy, extreme sports campaigns have made these products household names and broke the advertising mold. With us today is Paul Crandell, one of the marketing legends behind this explosive growth. Tune in to learn:About Paul’s First Jobs (00:00)How Red Bull Thinks About Campaigns (07:39)His Transition to GoPro (12:43)How Much Work Went into Redbull (18:26)Paul’s Favorite Fail Story (23:39)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Communication between departments isn’t always easy. We often find ourselves buried in our own work, and so focused on our deadlines we forget to check in with others. If you really want to stand out, have a real conversation with everyone. Sales teams, customers, everyone who has a part in the success of the company and see what feedback they have.  For today’s episode, we are joined by David Malmborg - the Vice President of Nivati. Their company has gone through an amazing pivot. They started working for businesses bringing in massage therapists to physically help people in companies. When the pandemic hit, their services essentially became taboo. With smart thinking, and a lot of tips you will learn about in this episode, they were able to pivot to mental health and virtual services. Now they’re not only surviving, but they are thriving in this B2B ecosystem. Tune in to learn:How David Responds to the Lightning Round (00:00)Nivati’s HUGE Pivot Because of the Pandemic (07:23)How They get Their Sales and Marketing Teams to Align (15:54)David’s Thoughts on Current  Events (22:16)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Steve Robinson had been at four different jobs in eight years. So when he joined Chick-fil-A in 1981, he was surprised to find a different culture than any other fast food restaurant in America. On this episode of Marketing Trends, Steve talks about brand loyalty, how they rank-order innovation to put people first, and why his aim will always be to grow bigger, not better. Tune in to learn:How the culture of Chick-fil-A was a “paradigm buster” (6:14) How a ‘brand experience over profit’ mindset is a game-changer (12:45) Why Chick-fil-A employees aren’t going anywhere (15:00)Why simplicity is key (18:50)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In a world of saturated online channels, marketing professionals have their work cut out for them. Grand Duncan of Voximpant – a versatile cloud platform that enables businesses to bring their interactions to the next level – is here to talk about how IVR is helpful for growing and scaling a business, why you should prioritize communication over infrastructure, and why international expansion is not as impossible as it sometimes sounds. Tune in to learn:How IVR can help with growing and scaling (8:45)  What the next iteration of low-code tech can mean for you (11:00) How to stand out in a tech-saturated world (15:00) tHow to link goals between marketing and sales (20:00)Why international marking is not as impossible as it sounds (27:00) Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Have you really introduced your company to the world, or are you too caught up in finding out who the customer is? Make your company known, and the leads will come to you. Today we are going to hear from the head of growth at Lemlist, Vuk Vukosavljevic. He’s helped their company grow by leaps and bounds, and was the first full time employee they ever brought on. His knowledge of marketing was amazing, it’s clearly an obsession of his. He even got me rethinking the importance of data that we are all worried about losing due to privacy issues and realizing there’s better ways to reach people. Download this episode now to learn what the world really wants from your company.Tune in to learn:The Growth Circle of Love (00:00)When and How Vuk Joined Lemlist (5:24)How They Structure Their Teams (10:44)Ways Their Marketing Has Changed (20:16)Vuk’s Opinion on Current Events (24:03)Mentions:Lemlist https://www.lemlist.com/$0 to $10,000,000 in ARR bootstrapped - how to achieve the impossible? https://blog.lempire.com/0-to-10m-in-arr-bootstrapped/Lemverse https://app.lemverse.com/Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Michelle Van Slyke likes to be the one you call when things are broken. From Ford to Mercedes to The UPS Store, she’s got a knack for reinvigorating stalled-brands. Now, as the SVP of Marketing & Sales at The UPS Store, she’s tackling a different series of challenges, and she’s here to talk about it all: using data to listen better, tackling the franchise problem, and how she really feels about the Coinbase Superbowl QR campaign. Tune in to learn:How a managerial perspective can help with marketing problems (14:00)Why data can help with shifting perspective (17:00)Reinvigorating a national brand (19:00)Why to expect pushback when bringing in new ideas (20:00)The value of transferring skill sets (22:00)How sometimes a broken place is the best starting point (24:00)What it looks like to create a national marketing plan (25:00)How to listen to the best advice (30:00)Why it’s crucial to own your mistakes (35:00)What Blue Horizons is doing for The UPS Store (38:00)How to Create a Team Culture (44:00)Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Culture is changing much faster than corporations can keep up with. But in the end, there’s one thing that doesn’t change - and that’s trying to get your message to individuals. Focusing on a smaller group of people, or even trying to speak one to one is still the most powerful way to market - and that’s something that’s getting easier to scale.Tune in to learn:What Nick is Learning About Now (08:15)How to Tell the Story of Purpose (13:27)How DEI informs Design (15:27)Ways to Work Together in Your Organization (19:51)Nick’s Take on Current Events (30:21)Mentions:https://www.fjordnet.com/Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Data, data, data. That’s the most important tool for any marketer. It’s what you need to make sure your message gets to the right people. It’s what you need to make the boss happy. Most importantly, it’s what you need to make sure your customers are getting the best experience possible. Today I’m chatting with Edward Fenton the VP of Enterprise Platforms, at Ecolab. He’s an IT and tech master. His job is to help Ecolabs collect every piece of information they can on companies to make sure every level of customer experience is taken care of. Don’t miss this episode, it’s full of interesting information from a world you’re probably not familiar with. Let’s get to it!Tune in to learn:How They Were Able to Shift to an Online Only Company (00:00)About Eolab (06:00)Edward’s Journey into His Current Role (19:25)How they get customers to adopt their products. (23:58)Mentions:EcolabMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for the The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMomentsMission.org is a media studio producing content for world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is it that brought you into marketing? For Steven Bushong, he started in product design and loved receiving the feedback from customers to help improve his product. Eventually he moved to one of the biggest companies in the world, Disney, where he continued that passion of direct consumer feedback - which took him to the world of marketing where he stayed for decades. Listen to this episode to hear about what he’s learned working with these massive companies, and how he currently helps businesses improve their teams to create successful products and campaigns. Tune in to learn:Where Steven Started His Career (00:00)His Transition to Disney (5:29)Steven’s Message to Marketing Leaders (10:31)Steven’s Ideal Customer (17:17)How to Improve Marketing Internally (23:32)His Thoughts on the Metaverse (26:45)Salesforce Lighting Round (34:47)Client ad readMission.org is a media studio producing content for world-class clients. Learn more at mission.org. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Methodical hustle”. Every so often you come across an origin story that just blows you away. Today’s guests have that story. In just six short years, Garrett Mehrguth went from selling social media calendars on Fiverr to being the Co-founder and CEO of Directive Consulting, a top-rated and award-winning Customer Generation agency. Garrett joins us, along with Directive’s Senior Director of Growth, Drew Choco to talk about their journey.“So I'm not really hustling in the sense of like how most people hustle so much as I'm driving towards a vision and okay with being bad at stuff. So I'm constantly trying to take on new initiatives that if you were just to sit down, put it on paper and say, “Hey, what's your greatest opportunity for the business? And like, if you could do anything, what would you do?” And I kind of just live in that world.”Garrett and Drew discuss their journey over the past six years, share their experience with explosive growth, talk about the importance of intentional capital allocation, R&D and placing value on people and culture.Main Takeaways“Learn, engage, and create.” This is Garrett’s mantra and quite possibly, his superpower. According to Garrett in action this means, learn something new every day, engage with it by practicing it, integrating it and executing it and with that, he creates more value for himself, his company and his customers.Intentional capital allocation “You show me where a company spends its money, and I will show you what it is good at.” Directive learned that a high-level awareness of where it allocates its capital was imperative to the longevity and success of the company. For them, this meant heavy investment in people and culture.Get better at business and marketing will take care of itself. “If you want to get better at marketing, get better at business.” To Garrett this is just common sense. If you get better at all the parts of your business (i.e., product, sales, finance), you can’t help but get better at marketing.Key QuotesGarrett 08:11 “I always just asked myself, what do I enjoy? What am I good at? And then what'll someone pay me for, right? And so when you're 21 years old, I like solving problem. I'm good at solving problems. People think I know the internet because I'm younger than them and they'll pay me to help 'em with digital. I should go learn the internet. And so we, I kind of just like read as much as I could on digital marketing and I'm a pretty avid reader. I really enjoy learning. And so I kind of just came up with little mantra were called learn, engage, create. And the idea was if I could learn something new every day, engage with it, by practicing it, integrating it, executing it that I could create more value for myself, my company and my customers.”Garrett 17:55 (Intentional Capital Allocation) “You show me where a company spends its money and I'll show you what it's good at. And I think what Directive learn and does well now is it has a very high, high level awareness of where we allocate our capital, why we're doing so, and then what we want to accomplish and how that fits our vision.” Garrett 33:23  What if you're really honest with yourself, what you realize is the clients that are successful have very little to do with you. that like you get a great client with a great culture, a great product, a great marketplace. You really can't screw it up and you look, look really smart because you help 'em with this thing that you're good at. You help 'em with that thing. And so I think the key, if you want to get better at marketing is to get better at business, to get better at product, to get better at sales, to get better at finance marketing should just be the application of other spheres of influences information.Bio:Garrett Mehrguth is the co-founder and Chief Executive Officer of Directive, the award-winning Customer Generation agency for SaaS. Andrew Choco began his career at Directive as a paid social specialist running campaign promotions and advertising for multiple clients and now serves as Directive’s Senior Director of Growth.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Jamie Gier knows what people want. From a young age, she was seeing gaps in the market and finding ways to bridge them – her eye for business had her selling ash from Mount St. Helens’ on a cross-country roadtrip when she was just a kid. But the business side of things will always be second to the human side of a company, and that’s where Jamie’s unique eye for storytelling plays a major role in Ceros’ success. She finds a way to meet the needs of the customer with a storyteller’s grace. “The reality is that you have to be very relevant to a community, and you’re feeding them based on both the heart and the mind. So, intellectually – what are we providing to them that makes them better at what they do? From the ‘heart’ perspective – how do you tell the stories and help them see a better version of themselves in what you can provide?” Her strategy is paying off. Ceros is a rapidly growing software company that keeps culture and creativity at the heart of everything it does. Their mission is to help customers unlock their creativity and build exceptional content using their unique and powerful design platform and resources…all without writing a single line of code. So how does Jamie manage to acquire new clients, find ways to help them meet their needs while also keeping focus on their narrative – all while leading a team of her own? Tune into this week’s episode of Marketing Trends to find out!  Main TakeawaysKeep humanity at the center. A lot of business is focused on data – numbers and figures and profits and losses… but it is important to remember that people are the heart of every endeavor. If you’re leading a group, make sure to take time to connect with them. Ask your client about their reason – the passion that got them to start their business. Remember that your team lead’s daughter had a softball tournament this week – and ask how it went. Those are things that people remember. Data as a substantiator of tactics, not a driver of tactics. Data has changed the marketing game, but it isn’t everything. In fact, the sheer amount of data we are able to collect can be overwhelming. It’s important to use a targeted strategy. For Cero’s, they know three things: some of the data is useful, some should be ignored, and all of it should be secondary to a client’s narrative. The data should substantiate strategy, not create it. Never be the smartest person in the room. Make sure that you’re always learning. Surround yourself with experts, and never stop asking questions. Your curiosity will inform your growth. Key Quotes“A lot of aspiring professionals don’t have a lot of opportunities right in front of them. And if anything, my story might provide a little bit of hope and encouragement that you can come from a small town, not go to an ivy-league school, come from a broken family, and – by pure grit and determination – do whatever you want.” “I was charged with capturing the stories and voices of the people who would be impacted if they didn’t have access to the product that we were selling at the time. And it occurred to me then how important my role was in making sure that their voices were heard… that was the very beginning of being intentional about the industries that I wanted to participate in – where there was some kind of social impact for the wellbeing of other people.” “What led me to stay in the industries that I’ve been involved in… is the story around how we make our customers [the focus], not necessarily the product we’re selling.” “We have to learn to take off our functional hat and be relevant to the broader organization. We need to be able to have an opinion, an experience to share on other aspects of the business, besides what we can do every day in marketing – whether that’s in product strategy, customer access, HR, the programs that make sure we’re attracting the best talent… it really propelled me to have a broader appreciation for all other aspects of the business and getting closer to it.” BioJamie Gier has believes in working with leading technology companies to make a change. From healthcare to education, she is always trying to improve the way people learn, work, and live. Her teenaged son always gives her a reason to be searching for a way to make the world better. Her twenty-five year marketing career has focused on scaling and growing businesses by creating impactful brands, designing revenue-generating go-to-market strategies, and leading high performing teams across product marketing, corporate communications, public relations, digital marketing, and demand creation.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The key to successful marketing lies in the ability to seamlessly communicate with consumers – to know what they want, when they want it, and communicate to them how they can get it. In a world of incredibly competitive industries, quick and efficient marketing can be the difference between a business surviving, or not. Chrissy Nolen, the CMO of Colliers, Houston, has made a name for herself as a person who can see the places where critical communication can be improved, and Colliers, a leading commercial real estate brokerage and investment management company has benefited greatly from her vision. “We were very fortunate not to lay anybody off during COVID – we actually went through a huge growth phase. We were having to onboard people remotely, which was new and challenging in and of itself. But these metrics that we were able to pull – we realized that if we created dashboards for our clients, that we weren’t losing any property.” To hear all about how Chrissy went from a front-desk manager at a boutique real estate firm with a bold idea to switch to digital invitations to Chief Marketing Officer for one of the largest real estate companies in the world, be sure to tune into this week’s episode of Marketing Trends. Main TakeawaysSay yes to big challenges. If there’s an opportunity to showcase your unique talents in a work environment, say yes to the challenge – even if you’re not completely sure about the nuts and bolts. Even if you’ll have to google “how to” before starting. The chance to shine and prove your worth doesn’t happen every day – jump at it when it comes! Lean into new communication styles. Leading groups of diverse people can be a challenging task, and the key component of team leadership is the ability to communicate and listen to your team. If something isn’t working, try approaching the problem from a different angle. Ask new questions, and you might just get some new answers. Sometimes it’s a good thing to hit pause. When COVID hit, Chrissy’s team was about to launch an entirely new interface. Instead of being frustrated at the hiccup in their plan, Chrissy and her team took the time to make sure everyone was well-versed in the technology – and that break, that step-down, made it so that when they were ready to launch, everyone was ready. Sometimes, you go farther when you take a beat to make sure you’re ready for the sprint. If an unexpected break comes your way, embrace it. Key Quotes“The biggest thing I learned [about leadership] was how to empower people… I was ready to let somebody go just because it seemed like they weren’t working. Fortunately, I had a great mentor that led me to some great management tips. I was able to turn around and simply by asking ‘what is it that you need from me to be successful?’ and ‘what can I do to help you?’... we were able to turn things around.”   “The biggest thing we’ve done to align [with sales] is the age-old ‘start and stop’. What should we start doing? What should we stop doing? What should we keep doing? That turned into… ‘hey, let’s brainstorm about this initiative. Let’s flesh this out.’” “I’m most excited about how easy it’s becoming to connect our technologies and being able to do things without an expensive third-party platform.” “We have so many people that know [our tools] well enough that they’re constantly coming up with ideas about how to do things, and it’s easy to make the change.” BioChrissy Nolen is passionate about innovation and productivity in the workplace, and is constantly seeking a better way to help others succeed. She entered the professional world in high school, where she did everything stuffing invitations and performing endless mail mergers for fundraiser mail-outs or organizing group volunteer projects.She started as a marketing specialyist at the front desk of a small boutique real estate firm, where her first assignments was to build a website – something she had never done before but did, anyway. She’s been innovating ever since. Now, she’s the CMO of Colliers Houston, where she’s a principal of the firm. She’s been named Colliers U.S. Marketer of the Year, been involved in some of Texas' largest commercial real estate projects, and has been listed as a local Top 40 Under 40.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Being a part of a University is such an interesting world. You’re essentially part of building and running a small city. Sometimes it can be hard to know what direction to take things. Do you treat it like a typical direct to consumer business? Do you treat it like B2B? And how do you really know who the target customer is? These are all things we are going to explore with today’s guest, Emily Reagan the Chief Marketing and Communications Officer at the University of Texas.Emily joined UT right at the beginning of the pandemic and during one of the worst winter storms Texas has ever seen. But despite those challenges, she knew that the best way to start her tenure at UT was by focusing on the foundation to all great marketing - relationships. “Relationships are really, really important. And, um, and marketing, the role of marketing in organizations is, is, is typically not the one calling the shots on the strategies or what we're doing or what we're not doing. Um, but they are critical in, in, you know, in smart companies, they're obviously at the table at part of those conversations, but they're, they're not necessarily the lead. They're often a partner, they're an influencer. And particularly in a B2B organization, they're very much a, an influencer and a partner to the sales team. And, um, and I really enjoyed that. And I enjoyed, um, the, the relationship building with the sales team and kind of understanding their world a little bit better. I had been doing a lot of work consumer marketing prior to that.So I hadn't really worked with a, you know, a software sales team. Mm. And so that was kind of a new experience. Yeah. Yeah. And, um, but I think, and the thing there is, is, is, you know, do what you said you were gonna do and, and build relationships. And because those are, you know, that's who you're really to help kind of make their job easier. And so I think that's just a really important thing regardless of what function that you're in sure is to understand who your, your internal customer is. Mm-hmm , and, and really being clear about what, how you can work together and how you can build trust and build relationship.”She shares so much insight on this episode. Not just about the university, but also her experience working with other industries prior to joining UT.You guys are going to get so much from this episode. Let’s get to it!Main TakeawaysRelationships are key. You should be building a relationship with the community around you. Your sales team, your stakeholders, and your consumers. The goal of marketing is to make everyone’s life easier through trust, understanding, and solid communication.Watch UT for innovations. They are on the forefront of Web 3, AI, and the Metaverse. Tune in to find out their plans for thse new tech, and what you might be able to apply to your own organization.Look internal for team members. Although it is helpful to find people from outside your organization - there’s likely untapped talent within your group already. Promoting within will also help inspire and motivate the team, knowing that their potential is being looked at.Key Quotes“I think it's important at the intersection to take a moment daily just recapping, where did I win today? What do I want to do better? And really just being happy with the wins because they're usually hard fought.”“Relationships are really, really important. The role of marketing in organizations is typically not the one calling the shots on the strategies in smart companies, they're obviously at the table at part of those conversations, but they're, they're not necessarily the lead. They're often a partner, they're an influencer to the sales team. And I enjoyed the relationship building with the sales team and kind of understanding their world a little bit better… That's who you're really to help make their job easier. And so I think that's just a really important thing regardless of what function that you're in sure is to understand who your, your internal customer is. and really being clear about what, how you can work together and how you can build trust and build relationships.” “UT is going to be, from a research and an impact perspective, at the forefront of [Web 3 and the Metaverse]. And that's really where the story is with UT, in our research and our innovation and the things that we're commercializing and working with businesses on. We have centers around AI and blockchain and all of that type of innovation that's happening. And so we are the hub of that. We are wanting to connect more with our Austin community and the Texas community again. To be partners and to share and to innovate together. That's a huge part of what we're doing at the university and as a marketing communications team, it's our job to tell those stories.”BioEmily Reagan was appointed the first Vice President and Chief Marketing and Communications Officer  for the University of Texas at Austin in November of 2020. In this role, she drives the overall strategy,  vision and direction of the UT brand, leads university marketing and communications efforts, and  delivers a consistent narrative and in support of the university's mission, brand, strategic goals and  objectives and reputation management. Emily first joined UT Austin as McCombs School of Business’ first Chief Marketing Officer in 2018. As an active alum, she has brought fresh perspective, passion for  building both the UT Austin and McCombs brands, and deep integrated marketing expertise to her alma  mater.  Prior to McCombs, Emily was SVP, Integrated Marketing at Bazaarvoice, a marketing services company based in Austin. In this role she was responsible for brand management and thought leadership as well  as managing paid, earned, and owned marketing channels to drive awareness and demand for the  global business. During her 6-year tenure at Bazaarvoice she was also VP, Lifecycle Marketing and  Director, Demand Generation.  She began her career in Dallas in a Public Relations role at EDS (now an HP company) and proceeded to  grow her responsibilities in marketing communications and sales support before heading to graduate  school. Following her MBA, she worked in Los Angeles and San Francisco as a senior strategy consultant  for Viant, an e-business consultancy, working with clients such as Sony Pictures and Kinkos to build and  execute their digital strategy. She then held numerous leadership roles in marketing at TXU Energy,  RadioShack, and Guitar Center, Inc. Emily was also SVP, Group Account Director and VP of Strategy and  Insights for WPP-owned agency Wunderman DC, where she led accounts such as AARP, Audi of America,  and Procter and Gamble.  Emily earned her MBA from The University of Texas at Austin’s McCombs School of Business and a BA in  Journalism from Southern Methodist University. Emily is also former chair of the McCombs MBA  Advisory Board and of Hands on DC, an all-volunteer organization committed to improving the physical  learning environment in Washington, DC’s public schools. She served three years on the selection  committee for Austin Woman Magazine’s Women’s Way Awards and was honored in 2021 as a finalist  for Austin Business Journal’s Profiles in Power.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

One of the biggest buzz words today is web 3.0. How is this interaction with consumers anywhere and everywhere going to change the way we do things? Every marketer is wondering where it’s going, and today I’ve found someone who is on the forefront of these marketing campaigns and developing strategies that truly work for brands. “This is kind of a global web 3 metaverse tip, but it definitely applies to influencer marketing, which is, we have a tendency as marketers to think that the media buy is what proves success. But simply engaging an influencer doesn't mean you're gonna engage their audience. It has everything to do with how you collaborate with them. We build out these concepts based on the brand truth. And then we identify audiences we think could be best served by that brand in that moment. And then we have a group called the media and messaging group who actually helped build out a campaign where, where it lives and what it says are the same thing.”Nathan Phillips, Co-Founder and Director of Concept Design at Technology, Humans And Taste, or THAT, has a whole different view of marketing. He’s taken his skills as an artist, as a director, and so much more to reshape the way we should be thinking about how we market and what a successful campaign looks like.Trust me, you will want to take some notes on his out of the box thinking - because what worked 5 or 10 years ago won’t be working in the next 5 or 10 years.Alright, let’s get to it!Main TakeawaysThe new way of thinking. In our new immersive world, start having the mentality: think of an amazing TV Spot. Now, what if it was real? We are immersed in a media ecosystem that is high touch. It’s liquid, flexible, and so pervasive that we need to have big conceptual ideas, then decide where those live.Avoid yes and. Instead, look at every opportunity given to you like a gift. Take it, accept it, then  build upon it.Allow room for bureaucracy. It’s often hard to make big pivots, especially when most of your budget is already accounted for early in the year. Be ready for that, because something big may come at a moment's notice that could have huge outcomes. Build a plan for those unexpected moments before they happen.Key Quotes“This is kind of a global web 3 metaverse tip, but it definitely applies to influencer marketing, which is, we have a tendency as marketers to think that the media buy is what proves success. But simply engaging an influencer doesn't mean you're gonna engage their audience. It has everything to do with how you collaborate with them. We build out these concepts based on the brand truth. And then we identify audiences we think could be best served by that brand in that moment. And then we have a group called the media and messaging group who actually helped build out a campaign where, where it lives and what it says are the same thing.”“The way that we express ourselves most personally, is through purchase. Before this call [I was] having a bad hair day, put a hat on. Felt a little shlubby in my sweatshirt, put this jacket on. I'm designing myself based on stuff I bought.”“Self-driving cars exist, right? So why don't we have self-driving cars? Is it because the technology doesn't work? No, it's because the government moves slower than the technology. The bureaucratic nature of law is challenging. And so it doesn't know how to rule on this new technology. So the humans that are potentially ready for it, the cultural impact, the safety, the environmental positive outcomes are stopped. Not because it can’t happen, but because people can't get their act together to think differently and do what has yet to be done. I would hate to think of marketing as an industry would fall victim to the same downfall.”BioCo-Founder and Director of Concept Design at Technology, Humans And Taste [THAT]. Nathan leads the development of a proprietary collaborative methodology, which invites diverse and unfamiliar collaborators to co-create innovative concepts for any medium, leveraging AI to supercharge any idea. What used to be art is now advertising. Nathan is one of the most unique individuals I have met and his experiences of being an improvisationist and creative are sure to entertain and enlighten your audience. Some of his expert topics are:How To NOT Have An Idea - Why Acting Creative Stops You From Being CreativeStop. Collaborate and Listen.7 Habits Of People With IdeasWriting for the metaverse - How to use emerging tech like NFTs to engage HumansNathan has recently been featured in Inspiring Futures, Innovation Crush, The NY Times and The Martha Stewart Show. I've also attached his media kit for your review with more of his featured speaking topics and bio. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Video marketing is key today, especially when it comes to advertising online. A lot of companies struggle with creating content that really appeals to today’s consumers. The good news is, I have an incredible expert on today’s episode to give you insights into what is working for major companies. “Where video trends are going right now is mainly super short form. You're seeing it with TikTok. You're seeing with Instagram reels, even YouTube video shorts and everyone really investing on the short form, but there's also the notion that's very U GC and you're seeing other video content producers really pushing on the, let's say Hollywood style entertainment, but it's not always successful.”Caroline Blavet, VP Global Client Strategy at Dailymotion, is on the front lines of video content creation. Her team helps some of the biggest brands like Netflix and Vice discover what is working and where the trends are going. With nearly 400 million active monthly users, she knows exactly what people want. So don’t miss this episode, she gives tips every marketer should know from beginning to end. Let’s get to it!Main TakeawaysKeep it short. Consumers are wanting more and more micro content. 15, 30 seconds. If it goes on too long, people will lose interest and move on to the next video. Episodic is still king. Even in short form, people like things that are similar, or that they are getting a story out of. Episodic is a great way to connect with a potential customer on an emotional level.No Hollywood Budget Needed. Overly produced content doesn’t seem to perform as well. Users are drifting towards content that has more of a user generated feel to it. People like the authenticity behind this type of content, so that’s what you want to replicate online.Key Quotes“Instead of focusing on user generated content, like a lot of social media platforms, we focus on working with partners that have their own professionally produced content. Partners like Vice Content, NA publications, Meredith Publications, and on top of the video streaming, we also have an ecosystem of over 2000 publishers or so worldwide that use our player.”“Where video trends are going right now is mainly super short form. You're seeing it with TikTok. You're seeing with Instagram Reels, even YouTube video shorts, and everyone really investing on the short form. But there's also the notion that's very user generated. You're seeing other video content producers really pushing on, let's say Hollywood style entertainment, but it's not always successful.”“[With short content] Episodical helps a lot in any way shape or form. I think it's the storytelling aspect of that form. And this works even for advertising. We talk about this a lot with our advertisers as well. Episodic storytelling type of advertising, even videos if you reduce it from your 30 second to your 15 second, make it short, but different, is something that I find works very well.”“The whole reason why we geared away from monetizing user generated content was to be able to position ourselves as a hallmark for brand safety. It starts upfront with the vetting, the partners that we work with. So that's not so much a technology play so much as it is a relationship one and our vetting process. And then there's, there's a technology part of it, which a lot of it is.”BioCaroline's mission at DailyMotion asVP Global Client Strategy, is to build direct relationships with brands at a global level, as she works with partners on the product side, ad agencies, negotiates multi-year contacts and thus has a global perspective on utilizing online video. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Most of the time, finding the right answers depends solely on asking the right questions – and that is often easier said than done. But Carol Carpenter, Former CMO of VMware – an American cloud computing and virtualization technology company – understands that the key to a good marketing strategy is always centered around knowing what questions to ask, and more than that – she knows how to break down answers into actionable data.   Intro quote (2:33): “The team, a few years ago, the team said ‘well, let's just suck in all the behavioral data from what [customers] have done in the trial. I'm like, ‘no, like, let us be really clear…what are the things that drive engagement and usage… what kind of data would help us make those decisions? Otherwise, we should leave the customer alone. If they're not having problems and need some education or help, don't bother them. Carol’s strategy has more than paid off. VMware’s success is undeniable – they’re the first commercially successful company to virtualize the x86 architecture, and currently employ over 24,000 people. On today’s episode of Marketing Trends, Carol tells us about her career - including how she went from CEO of ElasticBox to CMO at VMware. Plus she shares best practices for CMOs looking to bridge the gap between data and action. Enjoy! Main TakeawaysYou can’t market what you don’t understand. If you want to be good at marketing a product, you need to understand it. You need to know the ins and outs of what makes it tick. If you can’t answer the basic questions about it, you won’t be able to pre-empt them for the customer, either.Focus on team wins. While a lot of business is very cut-throat, it doesn’t always have to be. Make sure to look for those moments when a personal win can be translated to a team win – how are you all working together to affect the market changes you’re trying to implement? Taking the focus off of your own stake can result in a refreshing change of perspective.Keep an eye on consumer growth. It is easy to try and maintain current customer satisfaction at the expense of the growth of a larger base. In order to grow, you might have to shake up the status quo – and that might mean pushing some current customers out of their comfort zone.Key Quotes“This is a company that is at the intersection of a lot of different computing capabilities. And our core value is we have been the bridge. We are the Switzerland, we partner with all seven plus high scalers. We meet our customers where they are.”“What is marketing? It's a combination of communicating the value… and the value is usually steeped and some kind of differentiated value. And it means it has to be unique. It has to be tangible. It has to be something your customers care about.” “I still believe you can't market what you don't understand. Like if you're not in the guts and you don't understand what the OS is doing, what the processor is doing… how could you even begin to try to translate that to a simple customer story?”“I definitely realized, like there are things I could teach and help others scale around marketing, whether it's in a large company or a small company across many different domains. So that’s why I came back.” Bio:Carol Carpenter joined VMware in June 2020 as chief marketing officer. As CMO, Carpenter is responsible for leading all aspects of the Global Marketing organization, which includes Corporate Marketing, Partner, Segment and Field Marketing.Carpenter brings to the role more than 25 years of technology sector experience. Most recently, she was vice president, Product Marketing at Google Cloud. Over the past three and a half years, Carpenter and the team led the transformation of Google Cloud from its early stage to its leadership position in cloud – building the team, crafting the brand positioning and campaign playbooks, enabling sales and the shift from products to solutions in its go-to-market. Prior to Google Cloud, Carpenter was the CEO of ElasticBox (acquired by CenturyLink) and held leadership and marketing roles in technology at Trend Micro, Keynote Systems and Apple and more.Carpenter holds a bachelor of arts in economics degree from Stanford University and an MBA from the Harvard Business School.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In a world of increasing consumer awareness, creators are finding there’s a new, emerging factor that is important to target markets: transparency. People want to know where their goods are coming from: are they ethically sourced? Are they really made up of the materials they list on the back? How long was this product on the shelf? Businesses are finding that answering those questions has opened up an entirely new way of doing business. And for Francisco Melo of Avery Dennison – s a global materials science company specializing in the design and manufacture of a wide variety of labeling and functional materials – it is an exciting new frontier; an opportunity for businesses to be more accountable and sustainable. And Avery Dennison is more than up to the task. They’ve created an internally-built startup that has developed the world's leading connected product cloud, an end-to-end platform that can enable each and every physical item in the world to have a unique digital identity. You can see where your product was created, where it was shipped, and everything in between. More than that, it also allows you to find out the best way to dispose of it, should you need to. This entirely new way of approaching the supply chain is something that could – and, according to Francisco – will absolutely change the way we all approach buying things. “It’s about having that common vision and working towards it, and then understanding it’s the creation of win-win partnerships. This isn’t about me winning and your business losing… we both win because we create better evidence and we create a better future for tomorrow. We do something that’s right for the business and right for the planet.” To hear all about Franscisco’s bold plan for the future of RDIF and the implementation of this bold new tech into existing companies, be sure to tune into this week’s episode of Marketing Trends. .Main TakeawaysFind win-win partnerships. The business world will always be competitive – that’s the nature of the industry. But, there are ways we can work together – businesses, consumers, suppliers… everyone. And if we’re going to change the way we approach consumption on this planet, we are going to have to. Innovative concepts, such as atma.io, are just the start of the ways we can adjust. Keep a balance between optimization and velocity. The two concepts seem at odds – are you getting better, or are you going faster? But Francisco is adamant that striking a balance between the two is imperative in order to keep a company healthy. Find ways to make sure you’re doing the best you can with what you have now while also keeping your eye on the next big thing. You can have a preference of one over the other, but they need to work in sync.Digital identities are the future. While talk of the metaverse and avatars might be filling the airwaves, the real digital revolution has already begun on the supply chain, and it’s making everything more transparent. Bringing in everyone from the supplier to the retailer to the consumer makes for a more seamless shopping experience, while also helping everyone involved keep track of the environmental impact of the transaction. Key Quotes“I found that I really love being at the intersection between the technology element – the understanding of the technology and the marketing element. The value that it brings… that’s really what excited me the most through my journey through a number of companies.” “The easiest way to lead people is to come to a joint vision and be able to deliver on that without necessarily having the full ownership of that… your success is very dependent on everyone else’s success.” “I’m probably more towards velocity versus optimization. I tend to be asking… What's next? How do I drive it faster? How do I become more agile? How do we take it to the next level? Having said that… those things go hand in hand.” ‘It’s all about creating a smart retail lens, but I think more than that – what [digital identities] allow from a consumer standpoint is a smart supply chain. This isn’t just about retail, it’s about the supply chain. Because you can know what's happened to that product throughout its journey from the moment it was born…up to the retail and, potentially, beyond retail as well. I think it provides a level of transparency which is one of the key elements.” “I think the potential that lies ahead of us with a consumer element – not just potential from a business standpoint… can we help people make sure they know how to dispose of things? Can we help people to make sure they know what they should do with specific products so they don’t contaminate the soil?” BioFrancisco Melo is the vice president and general manager for Avery Dennison Smartrac. In this capacity, Mr. Melo directs and guides the strategy for digital ID solutions globally, working with brands and enterprise customers, to enable them to capture the benefits of enabling every item with a unique digital identity and digital life. Prior to joining Avery Dennison, Mr. Melo was a co-founder and CEO of Creativesystems (today part of Sensormatic), an RFID systems integrator and SW developer company. His earlier career includes extensive international experience in management, consulting, and business development with Synectics Inc. and Altran, as well as market development and product development roles at Royal Philips Electronics. Mr. Melo has a Bachelor of Engineering in Electrical Engineering and a Masters of Science in Instrument Design and Application, from The University of Manchester in the United Kingdom. He is passionate about how technology enables a better world, and how creativity is at the heart of disruption and progress, collaborating with the Porto Business School (PBS) at the University of Porto (Portugal) in the field of innovation and creativity.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Education is something that is incredibly powerful. It changes lives, communities, even countries. But education is more than institutions. It’s knowledge, empowerment, and knowing how to take action on skills you learn. My guest today, Kim Caldbeck, CMO of Coursera, is using her marketing skills to make an impact on individuals to help empower them to make changes.“We did a campaign in the fall that was about rethinking possibilities and, and that, and, um, this year, uh, the campaign platform that we're really working through is, is all about that feeling. When, when, you know, you can ACE that interview, when, you know, you have the skills for the job, when you realize you can actually go dream like you could when you were a kid.”In this episode she talks about what it’s like working at an institution that targets nearly anyone who wants to learn. She discusses some of the marketing tech she uses, what she looks for in success stories, and how she creates passion in her team. When you finish this episode, let me know what you think by leaving a comment on Apple Podcasts or on YouTube. Alright, let’s get to it!Main TakeawaysSales is about teamwork. In the end, sales always comes down to the marketing team, and they should be working closely with the sales team to make sure they have enough potential, and knowledgeable, customers to execute on. Take advantage of internal and external talent. When you are a growing team, it’s helpful to bring on external talent to make sure you are completing the jobs in the most efficient manner, but when it comes time to scale you want to bring on internal hires. Having internal talent will help make sure processes are followed, and you have more control over the end result.Look ahead. It’s easy to get trapped in the day to day work grind, but you want look down the road. What will the next three years look like? What will the world be like? What goals do you have for the next three years?Key Quotes“I think marketing is an amazing field that allows you to combine that interest in understanding people and empathy and creativity and storytelling along with hardcore data and analytics and technology.”“If marketing's not doing the most effective thing to close deals, then we're not doing our job. And if sales is wasting energy by not taking the leads that we're providing, then either they're wasting energy on their side and they could be closing more deals or we're not doing our job. It's just that shared commitment to the end result.”“[When hiring] what's their why? Pretty much everyone at Coursera has some connection to our mission in a meaningful way. It is an easy one to get behind when you're trying to transform life through learning. Having people be able to articulate why that means something to them and why they're excited.”“[External vs internal teams] is definitely a nail and scale approach. I would nail with more freelance support and scale with more full-time support. But even within that, the larger equation is, how do we get the job done in the best way possible at the lowest cost?”BioKim Caldbeck is the Chief Marketing Officer at Coursera. Kim joined Coursera in April 2015 as Director of Brand and Product Marketing. Prior to Coursera, Kim spent five years at Facebook launching many of Facebook's first consumer marketing campaigns in over 60 global markets. She spent much of her time in the mobile space spearheading Facebook's internet.org launch to bring internet to the offline world, leading product marketing for Facebook for Android and Facebook for Every Phone, and developing the Facebook for Android beta program. She also spent two years in business marketing at Facebook helping advertisers build their brands and businesses in the digital world. Prior to Facebook, Kim worked in marketing at Apple supporting a network of over 100,000 app developers. She started her career in brand consulting and consumer research at Landor Associates working with many of the world's leading brands. Kim received her undergraduate degree from Harvard University and her MBA from Stanford Graduate School of Business.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

I have to tell you, I love all of our guests - but this one is a bit personal to me. I’ve been a big fan of the company for a while, and I LOVE watching their OneWheel Race for the Rail. Today I’m joined by Jack Mudd, Chief Evangelist. He’s the Chief Evangelist Officer, and you can tell his passion and love for his product. It’s infectious. “The valuable influencer marketing for us has been 1000% relationship based. And these are situations where, um, I will send product, not ask for anything in return, not have them sign a thing.I'm sure this is like all worst practices, but, um, but I, what I want to know is if you love it, then if you love it, then I'll, then I'll come, I'll come hang out with you. I'll go for a ride with you. Um, I'll go get coffee with you. We'll talk one wheel, we'll talk life, you know, and, and those are the relationships, um, like friendships. I shouldn't even, you know, it's like legitimately friendships that end up being, I hate looking at it in terms of value, but that's what it is.”By the end of this interview I know you will be a believer in not only his product, but his marketing style and leadership style. Hopefully there will be a part two next year, interviewing on a OneWheel adventure. Be sure to listen to this episode of Marketing Trends ‘til the end, because he knows how to make an impact.Main TakeawaysBe passionate about your products. If you are passionate about what you are selling, it shows. Your team will become excited, and that enthusiasm will roll over to your end consumer. Make and Impact with Your Marketing. Be creative and think of ways that you can really impact a community. Don’t be afraid to think outside the box. For example, OneWheel found the most boring town in America, and brought their product there to make it exciting and received a lot of press. What can you do in a community?Create a community. When you build a community with your consumers, your marketing efforts will go viral. People will want to be a part of the community, and bring their friends to be a part of it as well.Key Quotes“We were looking at the companies in 2014. The GoPros and the Red Bulls of the world and thought this needs to be our approach. We need to build something that goes beyond the product. It's fun. It has personality.. It's something that people get excited about trying and riding and owning.”“On the retail side, demand has always been there. A lot of our retailers will almost sell out of OneWheels before their order comes in. Then their order comes in and then they call up their people and they come pick up their wheels and they order another batch. It's been a win-win. … I think we have 700 retailers in the US, but we also have a retail network in Europe and in Australia. And that's something that is really exciting to us too.”“I actually learned by doing everything myself, which I think is awesome because you learn every facet of marketing. Whether it's content creation, public relations, social, you learn it all. And then we hired folks that are better at that stuff than I was, which is always the goal.”“The valuable influencer marketing for us has been 1000% relationship based and these are situations where I will send product, not ask for anything in return, not have them sign a thing. I'm sure this is like all worst practices, but what I want to know is if you love it. Then, if you love it, I'll come hang out with you. I'll go for a ride with you. I'll go get coffee with you. We'll talk one wheel, we'll talk life, and those are the relationships, like friendships. It's like legitimately friendships that end up being, I hate looking at it in terms of value, but that's what it is.”BioJack Mudd is introducing the world to Onewheel. Helping to spread pure-joy and moments of oneness with the universe. In the business of making the future rad and having a grand ol' time doing it.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Being in a leadership role isn’t easy. One recurring theme I hear about being an executive at a company is that you need to listen to your team. It’s simple - not easy - but simple. That doesn't always mean listening with your ears, sometimes listening is seeing people’s habits. Brian Rowley, Vice President Marketing, Panasonic spoke with me today about how important it is to make sure your team is finding a proper balance and watching for their needs.“I'm a big person for balance. Because there used to be a time when we used to push people to the extreme where they break and then okay, take a couple of days and sort of come back and, whatever. There's so many people who you hear over the course of time that say, oh, this person's in the office from 8:00 AM to 10:00 PM and what a great employee. And I always look at that and say, really like that job really only requires seven or eight hours. Why is it taking that person 12 or 13?”In addition to teamwork, we also dove into why and how Panasonic made a shift to a B2B focus, and what it’s like to work with so many different divisions and shareholders across such a diverse company. Really, they make everything from computers and tablets, to manufacturing and food processing, to professional video equipment. Be sure to stay tuned, this is an episode of Marketing Trends you don’t want to miss.Main TakeawaysImportance of listening. It’s easy to get caught up in just paying attention to stakeholders. Be sure to listen to your team, and their insights. You need to make sure you find balance, but be sure to trust in your team.Make sure people understand the impact of your ask. When you approach someone with a task, it’s incredibly powerful to explain why you are asking this of them, and what the impact will be. For example, instead of just asking for a change to the site make sure you say it’s because the result will be people spending x amount of time on the site.Everyone is a consumer. Whether you are in a B2B or B2C environment, remember that you are dealing with people. People want to hear a good story, and have their problem solved - so don’t focus too much on B2B or B2C. Focus on listening to the needs of the end consumer.Key Quotes“I wanted to be the type of leader that I wanted to be led by. So for me, I sort of focused on the skills that were important to me and made sure that those have always come through in the teams that are reporting and working for myself today.”“[Leadership is] the ability to be able to listen to what people have to say, make sure that you're acting with the best interest of the organization, but also trying to balance the needs of all those stakeholders.”“I'm a big, big person for balance. Um, because you know, there used to be a time when we used to push people to, you know, to the extreme where they break and then okay, take a couple of days and sort of come back and, and whatever. Um, for me it's really about, that's not as important. Um, you know, I always look at, you know, there's so many people who you hear over the course of time that say, oh, this person's in the office from, you know, 8:00 AM to 10:00 PM and what a great employee. And I always look at that and say, really like that job really only requires seven or eight hours. Why is it taking that person 12 or 13?”“At the end of the day, we're all consumers. How you tell your story again, it goes back to that relevant piece. What is it that you're trying to solve for? Because I might be in a business environment, but I'm gonna go home tonight and put on my consumer hat and through the age of digital, I'm gonna be served a variety of different content on my device. I don't know, necessarily, that the conversation is as much about B to C as it is B to B, but really being able to understand the needs of the customer and then be able to tell the story of our offerings.”BioBrian Rowley is the Vice President of Marketing for Panasonic Systems Solutions Company of North America and has extensive experience across partner relationship management, digital marketing, lead generation, and product management. As one of your hosts, he focuses on digital transformation and encourages discussion on what businesses need to be successful and how to deliver on the human experience to create a more meaningful connection, a sense of community, and to foster loyalty.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Leadership is something a lot of people think is about bragging rights, or being the face of something. In reality, it’s far more about encouraging teams and including others than it is about you as an individual. That’s one thing that Steve Mosinski, Global Head of Marketing at Fox Rent a Car has worked hard to do. “It's not my department, it's our department. So I'm going to make sure that's echoed throughout the organization, because when you share that and people realize that marketing isn't just Steve. … Otherwise, if you're trying to grow a team… if they view it. ‘Well, Steve is just gonna get that done. Cause Steve's always gotten it done because that's how Steve represents himself.’ The goal is to always, always pay it back to the people that actually help,give credit where credit is absolutely warranted and trumpet their successes”Steve has been through it all. Starting in the low ranks of marketing, to heading up global operations. He’s even gone through the good, bad, and ugly parts of acquisition - while keeping his eyes on the goal of reaching his customers in human ways that makes his entire company happy. Be sure to listen to this episode, as he shares some important insights for how you can bridge the gap between departments on this episode of Marketing Trends. Main TakeawaysGet customer feedback. The last thing you want is for a customer to blast you on Google or other review sites. It’s better to get that feedback directly from the customer, so your team can try to take action - and apply the lesson for future problems.Communicate with other departments. Usually in marketing, you are ether first line of contact, and a sales team executes the deal. Take the time to talk to the salespeople, see what friction they are having. Find out the feedback from customers and develop ways to improve the customer experience to get rid of the headaches early.Know your target. If you are aiming for a high-end client or an average person - this can really affect your strategy. Really be true to yourself, are you competing against a luxury brand? Once you know that, look at where you can find them in an everyday situation (where they will actually be) for your products to make an impact.Key Quotes“The biggest thing for me, historically, has always been blending the online and offline. So making sure that you always stay connected with that piece. The marketing department doesn't own the end transaction, our corporate operations team owns that interaction with the customer. Largely the history has been the marketing leader does not get involved in any of those conversations. Stay in your life type of thing. I've never been to one to be like that. So I have I have regular calls with the operations group going, okay, how can I help you? What's something that I'm not doing on the front side that's causing you a headache on the backside?”“The most difficult aspect for, is allowing somebody else's input and effort to actually help execute on something that I have as far as a vision. I've had to figure out how to articulate that thing in such a way that they can grasp it and still allow them the levity to put their own spin on it, but end up accomplishing the goal that we have in mind. The hardest part is stop being a doer as much as being a strategizer behind the doing.”“Customers want to be recognized. They want to be known that, ‘Thanks ,John Smith, for coming in today. We're, we're glad that you're here. Ee see that you reserved a compact car with us.’ That's what I view as a frictionless experience. You're not surprised that I'm here today to do a transaction with you.”“The biggest aspect of anything in car rental is the website, because that's our gateway to the customer. That's what the customer sees, whether it's under mobile device, tablet, phone, and all that. That's the biggest shift is that 98% of our transactions are done online. So only 2% are done in a call center environment. So, that's exactly where I looked at my team and went, okay, I need somebody dedicated to looking after the website alone and all the pieces that go into that site and maintaining it day in and day out.”“Historically being an entrepreneur organization, you can't really build a franchise network. There’s a lot of overhead, there's a lot of governance, there's a lot of cross-checking and everything else. So what we looked at is, what's the quickest way to get a global presence? And what you find is local market heroes.”BioSteve Mosinski is the Head of Global Marketing at Fox Rent A Car and has succeeded across multidimensional roles. He believes he has to perform as a leader in order to call himself one. It's with that drive that he pushes to find ways to lead by example, inspire and be a change agent. Of course, this is only possible with experience to back it up. He has held many hats in his career -- Marketer, Advertiser, Analyst, Salesperson, Brand Innovator, Operations Manager, Trainer, Coach, Financial Analyst, Product Manager and Digital Marketing Executive. As a result, he has the unique ability to manage multi-dimensional projects and complex challenges. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When it comes to taking care of people, everyone in business says they want to, but very few people put together action steps to taking care of their team. Tim Metzner, Co-founder of Coterie Insurance, makes it his mission to build a culture where people not only want to work, but feel inspired and energized at the end of their day.“It's a big part of what drew me to this company, to this opportunity, to this industry. There's just such a chance to build a great long-term legacy company. I just love seeing people come alive in their careers because it trickles over into their personal lives and vice versa. Treating people as humans, building a great place for them to work. If you can do that, the impact you can have on a community is massive because we all become better humans when you know that 40 plus hours a week that we're dedicating to work is enjoyable. When we leave energized at the end of the day, when we leave actually wanting to come back and do more work. We have so much fire, to go do other good stuff in our lives.”You might think of insurance and groan, but Tim shows how a solid insurance company can really elevate your business. His team leverages their expertise to make sure business owners work on a company, not just in a company, and are able to keep their companies going strong. Be sure to listen to this episode of Marketing Trends to hear his secrets of satisfying and exciting both customers and employees. Main TakeawaysYou have to be adaptive: When marketing to new customers, you need to be ready to go to where they are, and speak a language that they understand. The best way to achieve this is to build a team of people who are smarter than you in new areas you don’t know about.Put your products in places of relevance. Your customers shouldn’t have to hunt down what they need. You want to make sure it’s easy to get what they need, where they need it. For example, by putting the option to buy insurance on jewelry right when you buy it - it increases those sales (and eliminates fraud). Think about where you can present your products where customers already are. Start your culture right away: There are a lot of leaders who think culture can wait until you are larger, but the truth is culture is going to be there either way. You want to be intentional about it right away. If you want to attract people who are talented and great human beings, you need to have a vision for the type of company you want to build early.Key Quotes“Some people will tell you until you've got a company, don't worry about things like culture and don't focus too much on values and vision and some of that. I just think that's the wrong approach. Because if things do start to take off and you make it, you're going to have a culture either way. You can either be intentional and create that, or it can kind of happen on its own. I just believe, if you want to attract people who are not only really talented, but just great human beings, you got to have a vision for the kind of company you want to build and you want to attract them to that.”“As you scale, it gets really easy to lose sight of what's happening on the front lines. What's that customer service, that customer advocate hearing and seeing and feeling? One of the things we implemented is called core coaching. Every three weeks, everyone in the company has a one-on-one with someone more senior in the company, and that entire one-on-one is focused on hearing from them. Hearing about what they're seeing, feeling, thinking we need to do better and also just about them in their career.”“Many people don't start a business because they're great at starting businesses. It's because they have a thing they love doing. Or they realize they're really good at a thing. So we want to help educate them on, what does it look like to actually work on the business, not just in the business. How can we use some of our own past experiences as business owners to help educate people along the way? Not just about insurance, but about making their business a better business.”“We built Coterie as a remote-first company from the beginning. All three of us co-founders agreed that there's no reason to limit ourselves to talent just in Cincinnati, Ohio. As much as I love Cincinnati, there are amazing people all over the place who want to have freedom and flexibility to work for a great company right from where they are.”“Build a scalpel, not a Swiss army knife.”BioTim Metzner is co-founder of Coterie, an API-based commercial lines insurance startup. Coterie empowers agents and brokers to secure coverage for small businesses faster and easier than ever. Previously, he was co-founder of Differential, a leading digital product studio and of OCEAN, a faith-based non-profit organization that teaches, mentors, invests in, and gathers entrepreneurs around both business and biblical principles critical to their success. Tim is currently an active member of the Board of Directors for all three organizations. In addition to his direct contribution as a co-founder, collectively OCEAN and Differential have spawned dozens of ventured-backed organizations that have raised millions and created hundreds of jobs.Tim is very active in the Cincinnati entrepreneurial community which, among other efforts, has included bringing Startup Weekend to Cincinnati, serving on the Advisory Board for NKU’s Center for Entrepreneurship and Innovation, serving as an EIR for the University of Cincinnati’s Venture Lab, as well as being an active mentor to entrepreneurs and students in the region.In addition to his volunteer and entrepreneurial endeavors, one of his greatest joys and challenges is co-leading his four young children (Nolan, Owen, Faith, and Emma) with his wife, Kristy.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There is an old saying that in every tragedy there is an opportunity. Sometimes it’s our darkest moments that we find a way to make the world a better place, and that’s exactly what Christine de Wendel, Co-Founder and CEO US Sunday sought out to do during the pandemic. Today marketers are all trying to create a frictionless experience. Or simply, a better buying experience for the consumer. But what is less seamless than waiting on the person to bring you the bill? Sunday sought to rectify this, and they did. “We said, if we want to get to market really quickly and take advantage of this incredible wave, and this opportunity that has come out of the COVID pandemic, we need to make [payment] really easy. And so our solution is we put a QR code on the table. We map it to the point of sale system. It allows you as a consumer to scan the QR code on the table, see the menu, order like many restaurants already had, but then pull up your bill and pay. And so we're transforming something that used to take 15 minutes and we're turning it into a ten second experience” Sunday’s technology is simple, but has innovated the restaurant industry in ways that has staying power.. Not only is it creating a smoother process for consumers, but it also has the possibility to give businesses a better sense of who they are working with while also creating more personalized experiences.. On Marketing Trends, Christine takes us through the process of jumping on an opportunity, how to scale quickly while finding good candidates regardless of market, and, the importance of a strong central branding and so much more on this episode of Marketing Trends.Main TakeawaysQR Codes should be an important part of your business.They help make payments smoother for your consumers.It’s important for a start up to over invest in brand identity.Hiring local experts when expanding globally is important to understand the culture and mindset of customers.It’s important to have a strong central brand, but allow for flexibility in local markets.When you’re an entrepreneur, you’re going to have extreme emotional highs and lows as you see your idea come to life.Key Quotes“We said, if we want to get to market really quickly and take advantage of this incredible wave and this opportunity that has come out of the pandemic, we need to make it really easy. And so our solution is we put a QR code on the table. We map it to the point of sale system. It allows you as a consumer to scan the QR code on the table, see the menu, order like many restaurants already had, but then pull up your bill and pay. And so we're transforming something that used to take 15 minutes and we're turning it into ten-secondnd experience”“As an early stage startup, you over-invest in brand.”“We've had great traction and great partnerships with most of the point of sales because they realize that it's a very fragmented market and that working with us means that we're really building something that's going to address 70, 80, 90, 100 percent of the market, as opposed to just their customer base.”“Entrepreneurs will tell you this every day, it is full of challenges and the ups and downs of building a company like this are incredible. Seeing your product live is so rewarding and the stress and the anxiety of making sure that you're building a really robust product that won't disappoint is also extremely nice. I love the enthusiasm we're getting, and am extremely appreciative of my teams because I never thought it would be such a roller coaster in terms of emotions. It's really a call out to other entrepreneurs that this is exciting, but this can be so hard. BioChristine de Wendel is the co-founder and CEO of Sunday, a QR-based payment platform that improves the ease of the guest checkout experience. Prior to Sunday, Christine became an expert in European E-commerce. Between 2020 and 2017, Christine was Chief Operating Officer of ManoMano, one of France’s fastest growing tech companies and Europe’s leading online platform for home improvement.  Prior to joining ManoMano, Christine spent seven years at Zalando, Europe’s largest online fashion retailer, where she built up the Paris office and managed Zalando’s French business.  Christine began her career as a consultant with Bain & Company in Paris and New York.  She is currently working on a new venture.Christine holds a BSc in International Affairs from Georgetown University, an MSc in International Relations from the London School of Economics and an MBA from INSEAD.  Born in Atlanta, Georgia, Christine has American, French and Austrian citizenship. She currently lives in Atlanta with her husband and three children after spending 15 years in Paris.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Technology has been disrupting the journalism industry to its core for decades. As younger generations come of age, the need to keep them informed in ways that reach and speak to them requires moving into new verticals, and maybe even thinking about who your competitors are differently. After all, what is news today? How is it consumed, ingested, and most importantly where is it coming from? Mayur Gupta, Chief Marketing and Strategy Officer at Gannett, knows this because he’s living it, and if there on thing he’s focused on now, it’s reaching that younger generation.“We want to continue to index younger and younger. That's the growth segment we want to penetrate. So we are evolving and making a lot of investment in evolving our experiences, our content, the verticals. We are using a lot of those signals to identify what are the types of content? What formats, what type of experiences should we mark premium? At the same time, what does a premium experience look and feel like? And we know that as a user, you are living in this world where there's no dearth of great content. We don't compare ourselves with other journalism brands. We compare ourselves with the Netflix’s, the Apple’s, the Spotify’s of the world because in the end, it's all content. Their world perhaps begins and indexes more on fiction. If you ask me in one phrase, my vision for the company, me personally, I would love to build a Netflix for non-fiction content which is the premier source and destination.”Building a new brand identity in an established empire like Gannett is no small task. Mayur, listed as one of Forbes World’s Most Influential CMOs, explains how he taught marketing to himself while on the road for another job. In this episode he shows how he’s taken the helm at one of journalism’s most respected brands, and is driving the company towards reaching younger audiences as a growth strategy. He gives some insight into his strategy on unifying large and non-monolithic systems that have been in place for years. Plus, he shares some of the big lessons he learned at companies such as Freshly, and Spotify. All this up next on Marketing Trends. Main Takeaways:Index to a Younger Crowd: One of the best places to go when thinking about growth, as a legacy brand, is thinking about how to reach a different demographic or population with your product or service. Change the format, the style, the content itself, and then begin testing and looking at the numbers to find what’s working. Get creative with how you see yourself as an organization to open yourself up to more opportunities for expanding into new verticals. Building a Strong Brand: Also a unique challenge for legacy brands is thinking about how to quantify and show the metrics on an audioce that’s been following you for decades, and that you’ve never-before had this kind of understanding about. You just need to get creative with the numbers to help show the ‘top of funnel’ investment impact on efficiency of your growth marketing efforts. The Challenge of Unifying a Non-Monolithic System: One of the challenges in working with a company that has over 100 years of brand history and legacy also means that there might be a lot of piece-meal tech in place that you have to address. Updating the infrastructure for content management, and implementing a universal tech stack for the data ecosystem might be the best first step to take in order to have trust and confidence in your data moving forward. Key Quotes:“There was no marketing for dummies. I would go back because I would be into so much pressure talking to these guys who build these ad servers that are serving hundreds of billions of impressions. And they're talking about pixels and encryption, I had no clue. I didn't even know what a publisher was, what a target is, what a venue and a placement is because I'm coming from a totally different world. So I would go to Wikipedia. I would go back to my hotel, and I would understand, ‘oh, this is what they mean.’””There is something inherent for kids at least in my time who came from countries like India and many more where you have way more number of people and applicants than the opportunities that are within the ecosystem where when you get an A your parents don't get a back then the parents would not get excited. You got an ‘A’  grade. They want to know who else got an ‘A plus’ because [unless] you are coming first at something, you don't really have a shot at getting anywhere because they're just not enough resources.”“It’s an unusual challenge and a role that I took on and feel very grateful and fortunate to have been given the opportunity. It's an evolution from a hundred-year-old legacy advertising-led media business that has been typically obsessed with eyeballs and traffic to now fundamentally pivoting, to becoming a subscription content business that needs to be obsessed with user value and no longer eyeballs. That's a 180 degree turn all the way from what data you store and what KPIs and what north star metrics are relevant to the mind and the culture and so on.” “When you build that strong brand, that is culturally connected the challenge that we have on our site that we have to own is ‘how do you prove that incrementality with data, not just with emotion, how do you get creative with data and prove that the growth of your top of funnel investment, the growth in that brand of affinity actually has an impact on the efficiency of your growth marketing efforts in terms of efficiency in your cap, in terms of incrementality in your retention rate or a higher lifetime value until we bring that data.”“We are investing just as much in data engineering and cleaning that up and looking for an organization like us, which is a portfolio of 260 brands within local markets. That's the massive challenge because this company has grown with a series of acquisitions and mergers over the last four or five decades. We are not on a monolithic system. We've come a long, long way. We now have a universal content management system. We now have universal instrumentation and we are now getting a universal stack when it comes to our data ecosystem. So that's the mechanical part, building the muscle to understand how we apply all these different levels and variables to predict the future.”“We want to continue to index younger and younger. That's the growth segment we want to penetrate. So we are evolving and making a lot of investment in evolving our experiences, our content, the verticals. We are using a lot of those signals to identify what are the types of content? What formats, what type of experiences should we mark premium? At the same time, what does a premium experience look and feel like? And we know that as a user, you are living in this world where there's no dearth of great content. We don't compare ourselves with other journalism brands. We compare ourselves with the Netflix’sthe Apple’s, the Spotify’s of the world, because at the end, it's all content. Their world perhaps begins and indexes more on fiction. If you ask me in one phrase, my vision for the company, me personally, I would love to build a Netflix for non-fiction content which is the premier source and destination.”Bio:Mayur Gupta served on Gannett’s Board of Directors from October 2019 to September 2020, when he was named Chief Marketing and Strategy Officer. Prior to joining Gannett, Mr. Gupta was Chief Marketing Officer at Freshly, a growing food-tech company. Mr. Gupta has led digital initiatives at several companies, including VP of Growth and Marketing at Spotify and as Executive Vice President, Chief Marketing Officer of Healthgrades, a healthcare scheduling platform. Mr. Gupta was the first Chief Marketing Technologist at Kimberly-Clark. In 2014, Mr. Gupta was recognized as one of the “40 under 40” leading marketers in the industry by Brand Innovators.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Your employees are arguably the most important part of your business. Giving them a good employee experience means keeping up-to-date on important HR deadlines and notices, such as giving raises, as one example. Amy Frampton, Head of Marketing, BambooHR, wants to help both parties, employers and employees, navigate the sometimes frustrating process of onboarding and managing staff. “Everyone's worried about onboarding now. Folks who are in construction or retail may be worried about onboarding remotely, and on-site versus in a home office. We break it down into [questions] What are they most worried about? They're worried about their culture. They're worried about their experience, and people being connected. They're worried about things that are just mandatory to get. Making sure people get their time off and making sure they get paid well, and all those things are pretty consistent.”Keeping your employees happy and feeling valued will keep them around longer, and that’s good for the bottom line. In this conversation, Amy goes over her thought-making process behind its current channel mix, and how she thinks about aligning her strategy to customer signals. How BambooHR is getting creative with the nudges they’re able to program into apps such as Slack to improve employee experience. Think more about how you might be able to relieve onboarding stress at your business for both your employees and your managers in this conversation with Amy here on Marketing Trends. Main TakeawaysBots at Their Best: A.I. can be used in a variety of ways. One such use case is  to nudge employees and managers to help them stay on top of their game on HR tasks, thereby creating a better employee experience. Making those important connections about pay, benefits, or time-off is easier when you don’t even have to remember to set a reminder. Onboarding Overload: The workplace has changed for many the past year and a half and as many companies are staffing back up in a big way, fears about onboarding new staff are mounting. Each industry has its own concerns about best practices around even just the most simple things, such as staying up to date on benefits and time-off.Notice Shifts in Your Customer’s Patterns to Keep Providing Value: The best brands and marketers stay agile because people are always evolving and changing themselves.  To serve their needs, you need to think about the ways that major world events are impacting their lives and the ways they interact with your content. Key Quotes“We're looking at how we think about nudges employee experience is the ultimate goal of those that use Bamboo. My company's growing super fast. I need a great employee experience. We know there's the ‘great resignation’ going on, but we also just want a great employee experience better for our teams, better for our customers. So we are looking at A.I. nudges right now within slack and in other places where we can say things like, ‘Hey, did you know, so-and-so hasn't had a raise in a year. You might want to look at that; or [they] haven’t taken time off or, ‘Hey, I saw you just got a raise. You might want to look at your 401k contributions.’ Automating some of those nudges so that it gets easier and easier to make those connections.”“Our partnerships are super important. Our HR users can do everything they need. Our payroll is U.S.-only so we've got great partners in Canada; we've got great partners in the UK etc. We've got a hundred partners in our marketplace through API and they can basically build a custom platform for their country.”“Everyone's worried about onboarding now. Folks who are in construction or retail may be worried about onboarding remotely, and on-site versus in a home office, but they're still worried about onboarding and we break it down into [questions] What are they most worried about? They're worried about their culture. They're worried about their experience, and people being connected. They're worried about things that are just mandatory to get. Making sure people get their time off and making sure they get paid well, and all those things are pretty consistent.”“You have to think about what little nuggets can you give people during their day to allow them to engage with your brand without assuming that they're doing all the things they used to do. [For example,] right now I personally love a shorter podcast because I'm not driving to work. I used to drive an hour and 15 minutes each way.”BioAs head of marketing at BambooHR, Amy focuses on creating compelling marketing experiences with the product, people, and brand together. Amy joined BambooHR in April 2020, bringing with her almost 20 years of marketing and leadership experience at several companies including Smartsheet, Microsoft, HPE, and Vulcan.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marketing leaders are faced with a litany of challenges, an ocean of tools, and seemingly infinite amounts of data, which can all get a bit overwhelming. Ingrid Burton, CMO of Quantcast, is passionate about the industry and on Marketing Trends she discusses with me some of the obstacles the modern marketer faces. “The challenges of today's CMO are very different than the challenges of even five years ago, 10 years ago. It is such a fast-moving space and CMOs have to be well versed in strategy and data in understanding the market. It's such a big job now. I wonder how my fellow CMOs are doing, because like I said, I started my day at four-thirty this morning because I lay awake at night with all these asks and I [wonder] how am I gonna get it all done? Do I have the right team on the field? Can we really execute this? Can we measure our results and make sure we're getting the attribution that we need. We need to be thinking about how we make sure CMOs don't burn out. How do we make sure CMOs are able to lead through this? And how do we make sure that the expectations are realistic?” There will never be an end to all of the additional things a marketer does, another channel to add to the mix, but be careful not to push yourself or your team beyond your limits. In this episode, Ingrid unpacks what they mean at Quantcast when they talk about providing a free and open internet. She delves into her passion and in-depth knowledge of machine learning, and how marketers can best utilize their endless amount of tools. She also explains why ESG is going to be a main driver for them next year and how they’re ensuring true Diversity, Equality, and Inclusion. There’s so much to enjoy, up ahead with Ingrid here on Marketing Trends. Main TakeawaysThe Challenges of the Modern CMO: The rapid pace of the software-driven industry is a lot to keep up with. Getting more data and analytics capabilities has driven a lot of growth in the last 5-10 years. The constant rush of information combined with the constant demand to put information out can lead some of even the most passionate marketers to burnout. Guarding against that is going to be what separates the leaders of the future. The expectations of many CMOs and marketing leaders are very high. The Value of a Free and Open Internet: The value of having clear and factual information widely acknowledged and accepted in culture is essential for unity. The internet disrupted the journalism industry, and this change has brought about the conversion to subscription fee-based models over the traditional ad-based mode. This means that some people don’t have access to the factual information they could be learning their news from. Machine Learning - The Power of Noticing Patterns: Pattern recognition is one of the most useful tools in leadership and in scaling business. Machines that can be taught to recognize certain patterns can do so and scan the entire database instantaneously. If you can notice patterns in marketing that can help you predict what your customers may be interested in or looking for at certain times of the year, times of day, devices, or locations. The power of machine learning in marketing is just in the early stages.Key Quotes“Hopefully I don't say ‘I’ too much. I always want to say ‘we’ - We did this. We did that. I'm just the guide; here's the north star we want to take. Or as I put it, here's the mountain we need to take. I put that out there very early on. I think my team here was very surprised. And when I showed them just a few baby steps of how you're gonna climb small hills to get to the top of the peak, they saw that they could do it. They accomplished it. Some of it's confidence-building and having them believe in themselves.”“Who can afford to subscribe to all these news publications. There's gotta be a different way. I'm afraid for a society that if we charge for every piece of content, what's going to happen to people that can't afford it [is that] they're gonna be left behind. They get left behind because they're not getting the right news. The internet is a great equalizer and we need to make sure that it's not a fee-based internet.” “One of the things that's unique about Quantcast is we have this unique, real-time data set and it's one of the largest in the world behind Google and Facebook. Since we started the company, we have established a relationship with all the publishers out there. This is Hurst which is huge, Conde Nast...we have a hundred million websites. Their data is feeding into this anonymized data set. That is one of the largest actually running in the Amazon cloud, one of the largest that they have. We're using machine learning to find patterns and make predictions about the behavior of what's happening in this data set.”“The challenges of today's CMO, are very different than the challenges of even five years ago, 10 years ago. It is such a fast-moving space and CMOs have to be well versed in strategy and data in understanding the market. It’s such a big job now. I wonder how my fellow CMOs are doing, because like I said, I started my day at four-thirty this morning because I lay awake at night with all these asks coming at me and I [wonder] how am I gonna get it all done? Do I have the right team on the field? Can we really execute to this? Can we measure our results and um, really make sure we're getting the attribution that we need. We need to really be thinking about how do we make sure CMOs don't burn out? How do we make sure CMOs are able to lead through this? And how do we make sure that the expectations are realistic?”BioIngrid Burton is a unique leader in the world of tech as she bridges the gap between technology and marketing in leading teams to unparalleled successes driving strategies for market trends including AI and machine learning, Java and HANA technologies, SaaS, Cloud Computing, Open Source, Internet of Things (IOT), community engagement and Big Data that have had a positive impact on the evolving technology landscape.Ingrid’s career includes her role as a member of the board of directors at Extreme Networks. She also held the role of Chief Marketing Officer at H2O.ai, the open source leader in AI and machine learning, where she led marketing teams while positioning the company through its growth stages. Prior to H2O.ai, Ingrid advised companies including DriveScale, MapR (acquired by HPE) and Paxata (acquired by DataRobot). She was CMO of Hortonworks, a Big Data company, where she drove a brand and marketing transformation, positioning the company for growth and subsequent acquisition.Ms. Burton led the Product and Innovation marketing team at SAP, where she was the marketing leader of SAP HANA, analytics, and mobile offerings, and where she co-created the company Cloud strategy. As CMO of pre-IPO Silver Spring Networks, she positioned the company for their IPO as the leader in energy networks. While CMO at Plantronics she reshaped a 50-year-old brand into a modern and exciting communications model for both consumers and business.Previously at Sun Microsystems, Ingrid held various leadership roles including head of marketing for the company, driving both the company and Java brand, global citizenship, championing open source initiatives, and leading product and strategic marketing teams. Early in her career, Ingrid was a developer.Ms. Burton actively engages with and mentors people in both technology and business functions, and provides guidance for them in their careers. She has received numerous awards including the 2005 Silicon Valley TWIN award.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Bringing new people into your business is exciting and it’s important to get the right match, all the way down to someone who fits that stage of the company. Through experience building great teams in her career, Amanda Malko, now the CMO at G2, knows what to look for in job candidates. Going beyond assessing their ability to complete tasks and looking for a future team member who is right for this stage of your company. High-performance team building takes an added layer of thoughtfulness as she explains.“I look for people who are right for the stage of the business are excited for whatever stage that is. I've worked with very large enterprise companies and I've worked at smaller startups. And in my experience, people are at different life stages ready for different size companies, and excited about the opportunities and challenges that those companies provide. So not just hiring for skill and skill fit, but also hiring for stage fit is really important.”Not everyone who’s good at working at a corporation is good at working in a startup environment, and the sooner you find that out, the better! In this episode, Malko, an expert in the world of martech, gives insight into how she thinks about testing new tools, and the way she determines usefulness. She shares great insight from personal experience about how to get the survey results you need to make the best choice for your business. Get a pen, and get ready to take some notes on this episode of Marketing Trends. Main Takeaways:Over-Indexing on Immediately Gratifying Ad Spend to Your Detriment: Keep your marketing budget diversified across channels, resisting the temptation to over-index on the immediately gratifying or easy to measure. It is easy to get drawn into the depths of marketing analytics because that is important and essential to running a good marketing team.Every Detail, Down to Word Choice Impacts Survey Results: Direct communication with your customers is the best way to know what they want from you and your product or service. Running a useful and accurate survey is more complex than dropping some questions into a Google Form and blasting that out to your email list. Every word that you use in your questions, the way you order the questions, and the format you choose to allow your respondent to select will all impact the data that is generatedRetention of Customers is Essential for Growth - Don’t Over Invest in Acquisition: Especially as a new business or brand, it’s easy to get caught up in the hustle for new eyeballs. Even as a newer company, you should have already been thinking about what is going to keep people around. The value of a returning customer is the foundation for a strong business and for the growth of the company.Key Quotes:“We hear a lot about sales and marketing fighting for credit. It's really hard for that to happen if you have shared goals if you're both driving towards the same pipeline of revenue goals and you're getting at it in complementary ways, but if you each have your own targets and they don't align at the top that is where you get a lot of that.”“Because more things are going digital and you can measure more. As a result, we tend to over-index in what's measurable and immediately gratifying. That's true to who we are as humans. Social media is instantly gratifying and that's [also] true with our budget. You put a dollar in and within three months you see the dollar out, who doesn't love that?”“I really look for people who are right for the stage of the business and are excited for whatever stage that is. I've worked with very large enterprise companies and I've worked at smaller startups. And in my experience, people are at different life stages ready for different size companies, and excited about the opportunities and challenges that those companies provide. So not just hiring for skill and skill fit, but also hiring for stage fit is really important.”“A lot of software businesses are waking up to [the fact that] retention is sort of the foundation for growth. If you over-index on the acquisition, you're going to find that in a couple of years, (maybe even in a year) you've got a leaky bucket. Make retention the number one metric, if you put those acquisitions. And so we do; retention is our number one metric, followed by acquisition.” “Some best practices [for surveying] are: Be focused on what you're trying to achieve. In surveys the longer the survey, the less likely are you to get [a lower] number of participants, but [also lower] quality of the feedback. Be really clear about what's essential and what's kind of nice to have. Definitely know how you're going to evaluate it cause that'll inform what tool you use. Ask the right questions.” Bio:Amanda Malko is the CMO at G2. She is a go-to-market leader who thrives on leading high-performing, cross-functional teams. Her career focus is on hyper-growth companies working at the intersection of marketing/creativity/technology.Formerly she was the lead of the partner marketing and programs team at Mailchimp, Inc's 2017 Company of the Year and G2's #4 Best Software Company, and before then she was CMO of 360i, named one of the 25 most influential marketing agencies of the 21st century (acquired by Dentsu) and CMO of Tongal, a global creative marketplace with 120,000 writers, directors, and animators. She’s served as Head of Marketing of IgnitionOne, a SaaS ad tech platform, and was the first sales and marketing hire at Massive, a video game advertising platform (acquired by Microsoft). She is a regular advisor to SaaS startups and media companies.She frequently writes and speaks on marketing in the digital age, and has appeared in publications and on stage with AdAge, MediaPost, Mashable, AMA, 4As, Forrester Marketing Forum, CMO Assembly, and others.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The next business frontier, in terms of physical spaces, is not one you can physically walk on. I’m talking about outer space, and I’m talking about it today with my friend, Jason Held, CEO of Saber Astronautics. I got to know Jason a few years back by chance, and immediately was captivated by his story, his passion, and his ground-breaking work in the space industry. Based in Boulder, Colorado, and in Sydney, Australia, Jason and his team are creating access to new areas of the space industry through better game-like user interfaces. Navigating business ‘friendly-enemy’ relationships in the industry and operating in the complex world of business to government relationships is no small feat, but Jason saw an opportunity as a new graduate and couldn’t say no. “Business to government, if you know how to play that game, is really lucrative. Fast forward, I did my Ph.D. in Australia, this was about 2007 when I was graduating, and there was a new category of satellites called CubeSats. If you think about the size of a spacecraft back then for an industry-level mission and things that are doing satellite communications or, or earth observation, things that produce large amounts of money, these historically are half a billion-dollar spacecraft, massive infrastructure required to do something like that. Well, the new category was what had just been embedded between 2005/2007 and they were the size of a toaster. The cost for starting your space company was less than half the cost of a juice bar range.”Lowering that financial barrier to entering the space industry was all it took for Jason to dive in. In this episode, he walks us through his process of disrupting the space industry by creating Saber Astronautics. He talks about the complexities of their business model working with both governments, and businesses. Jason shares about how their innovative PIGI software was created,  and the rise of downstream space industry service companies and micro-industries like this. He’s predicting cool things for the future in space - all this up next on Marketing Trends. Main Takeaways:Business to Government Model: It’s not one talk about a lot on this show but it creates some fun challenges in every aspect of the business. Biggest words of wisdom are, be ready to fight. The contracts are lucrative which means there’s some fierce competition for them. When you get into government contract work, know that the voices of doubt won’t just be coming from inside of your head; the government contracting industry is cut-throat. Space Traffic Regulation Is Coming: The amount of space debris, and operating satellites spinning constantly over our heads is increasing every day, and therefore so is the need for regulation and safety policies. Who should set these, what exactly they should be, and how they would be enforced are all up for debate in the community at this point, as companies and governments alike race to capitalize on the next ‘gold-rush’ of business opportunity. Space For All: What Space Democratization Means: For the space industry, and for business, the creation of CubeSats removed a massively prohibitive cost barrier to both businesses operating in the industry and students learning how to work in it. Companies like Jason’s could raise a normal business-sized amount of capital to start building out software, which they have done. Key Quotes:“It was a fistfight. We competed against companies that were 20 to 100 times our size, two of the largest defense contractors in Australia were our primary competitors, and they led up to, everybody said we couldn't do it. I was getting calls at two in the morning from our competitors saying, ‘what are you doing? You're never gonna make it.’ And we persevered and we made it there. “We have a very strong product and very strong brand in that part of the world and everybody recognized that. We were told by the companies we were talking to that we had to prove that we were good enough and that's how the conversation went. So there wasn't a lot of incentive for partnering in that case. The other part was we started getting a lot of calls from people asking us if we were bidding. The volume got high enough and we said, let's go for it.”“Business to government, if you know how to play that game, is really lucrative. Fast forward, I did my Ph.D. in Australia, this was about 2007 when I was graduating, and there was a new category of satellites called CubeSats. If you think about the size of a spacecraft back then for an industry-level mission and things that are doing satellite communications or, or earth observation, things that produce large amounts of money, these historically are half a billion-dollar spacecraft, massive infrastructure required to do something like that. Well, the new category was what had just been embedded between 2005/2007 and they were the size of a toaster. The cost for starting your space company was less than half the cost of a juice bar range.“Historically space tools are bespoke. It's like the matrix. You've got a whole bunch of words on a screen and operators trying to figure out what is going on. ‘We said, why don't you turn that into a video game?’ It's easy to use this human interface, this user interface, modern UI UX design, and reduce the barrier to entry to actually make space as easy as flying a car is our goal. So normally, like you need a Ph.D. or a Masters 15 years experience to get trusted with, with the satellite. We've got undergraduate interns, 20-21 years old, and first time we sit down, have a go.”“There is no space traffic solution globally. The U.S. military has been running it for most of the Western world, but they want to be space warriors, not space traffic cops. So much more material is coming out there. We've got 7,500 satellites that are active in space today and I think that's going to grow to 40,000 by the end of the decade. Some people are predicting a hundred thousand satellites and for every satellite, you've got 10 times more in pieces of debris floating around and it's all traveling at eight kilometers a second. If you get hit by one of those, that'll ruin your day. We do a lot of work in that field.”“We need someone to do it [patrol space traffic.] It can't be military; can't be a single government; it has to be a consortium of governments. I think it should be a public-private partnership because right now a lot of companies like Saber are competing for tools to be a part of that next gold rush. It's a hard thing to justify because it's related to the safety of flight.”“PIGI is our mission control software. We use it for entry-level design. With it, you're able to design all of your orbits and plan any orbit from it, pretty much any planet in the solar system, and use the outputs of that to plan your business. Students use it for their student projects but we really made this useful for entrepreneurs, people who want to start their own space businesses someday. They use it to calculate the addressable market for their mission plan.” Bio:Jason is a space engineer with 20 years of experience in spacecraft, operations, mission control, and team leadership. Space is a personal passion of his. He founded Saber Astronautics as the mechanism to contribute to this industry. For the last 10 years, this has been a practical application of machine learning and 3d graphics making space easy to control and to solve operational problems such as flight diagnostics, swarm control, space weather, orbital dynamics, etc. Saber now sells to the US Air Force, Australian Air Force, and a growing range of commercial satellite owners. Before founding Saber Astronautics, he was a US Army Major for USSTRATCOM (Space Command) and deployed internationally during wartime. He taught at the Interservice Space Fundamentals Course and served as an active duty engineer at Army Space and Missile Command Battle Lab. Military service also includes 5 years in the field of artillery deployed to a range of hazardous duty locations. As a civilian, he wrote flight software for the Hubble Space Telescope (Wide Field Camera 3) and testing for the International Space Station.As an academic, he lectured for the IRS Space Station Design Workshop, University of New South Wales, and International Space University. He led a research expedition in the high Canadian Arctic and is actively growing the "NewSpace" community co-founding teams such as the Delta-V SpaceHub Accelerator and the University of Sydney space engineering laboratory.He served on the Australian Government “Expert Reference Group” designing their Space Agency and is also active with international think tanks Global Access Partners, NSI, and the Economist, and I'll occasionally provide expertise to Australian News programs. Both through active teaching and through Saber's internship program brought over 250 people into the industry.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Mentorship is a sexy topic that gets thrown around in a lot of interviews, but this week’s guest does more than just talk about it. We caught up with her JC Lapierre, the U.S. Chief Strategy and Communications Officer at PwC as she was wrapping up with a regular mentorship session that she offers to her team. If you really want to see change, make some changes to your schedule; allocate time to things that you say are important, such as molding a younger generation of leaders and do something about it.“You have to listen through informal channels. Before I jumped onto this [interview] I was in what I call a coffee chat with about 15 members of my team. I do these three times a week. I open a sign up for 15 people if [they] want to just have coffee and talk for an hour. It is one of my most effective listening channels. It takes time. It takes effort to listen, but if you really pay attention, my team tells me what I need to do. My team tells me how I need to communicate better. They help tell me what steps I need to take to make it better for them. And to help us have more impact on driving our results. But it all starts with taking the time and creating the spaces to listen.” JC leads by example through active listening to her team and their clients, and she does that through her actions as opposed to just rhetoric. In this episode learn more about the ways JC is focusing on stakeholder and audience personalization, a bit about the new partnerships at PwC, the need for good communication in a large organization, the shift in the ways that people are consuming media. Plus, JC provides us with an update on PwC’s new strategy more than six months into its launch. Hear more from JC and PwC on this episode of Marketing Trends. Here we go! Main TakeawaysWe have Lost Valuable Strategic-Friction Time in Our Day: Amidst all of the disruption and change in the past couple of years, one of the things many people have lost is their commute time, whether that be flying to meetings in other states, or just driving or walking to the office. That friction in your day, used to allow you to reset yourself a bit in-between parts of your day and parts of your life. Having lost that means losing valuable time to be quiet, and think, and it’s important to realize this loss and create intentional space in your day to let your brain wander.Focusing on Stakeholder and Audience Personalization: Stress less about making sure that every single media channel is broadcasting the exact same message. The more you can personalize your messaging for individual stakeholders and for individual audiences, the better. When we talk about personalization, it can mean swapping a customer’s name into an email, but really you need to be going much deeper than that.  Curating messages for customers and segments of your audience based on their other interests is the best way to get attention.Evolving Channel Landscape and Consumption: As things change rapidly on the media channel front, it’s important even as a large company to stay nimble and willing to try new things and experiment in channels that you are not as familiar with. You can read stories and reports about what the best new tools to use are, but testing it out is the best way to find out what works for your own brand and message.Key Quotes"It all starts with listening, no matter what role I've been in. A I've had like nine lives, nine careers in my time at PwC, but one of the most important things anyone can do in any relationship, personal or professional, is to truly listen and to ask really effective open-ended questions, without judgment, questions without assumptions, embedded assumptions, and to really try to understand what is it that you aspire to do? What are the impediments or obstacles to getting there? What's the opportunity? And then when you've listened to a whole bunch of different data points and a whole bunch of different perspectives, you can start to build.”“You have to listen through informal channels. Before I jumped onto this [interview] I was in what I call a coffee chat with about 15 members of my team. I do these three times a week. I open a sign up for 15 people if [they] want to just have coffee and talk for an hour. It is one of my most effective listening channels. It takes time. It takes effort to listen, but if you really pay attention, my team tells me what I need to do. My team tells me how I need to communicate better. They help tell me what steps I need to take to make it better for them. And to help us have more impact on driving our results. But it all starts with taking the time and creating the spaces to listen.” “We call this the ADAPT framework. There's five forces that are pushing on the world in significant ways. First is Asymmetry. We see asymmetry primarily in the income inequality gap, but you see it in other ways in which you see haves and have nots. D [stands for] disruption that gets at both technological disruption, as well as climate disruption. The second ‘A’ in ADAPT is age. In the U.S. we have an aging population; we have fewer workers than we used to and that trend is going to continue. [This means] we are going to have fewer people to work in the workforce. The P is for polarization, I think we all see it's happening within our four walls; it's happening across the globe, but that increased polarization is growing. [Finally,] the T is for trust.”“The more we focus on stakeholder and audience and personalization, the easier it becomes. The team doesn't have to keep recreating stories or recreating what they are that they're doing [across every channel.] We have to just be consistent, simple and measured in terms of how we bring our audiences along.”“Our people are some of our best brand ambassadors. [I want to] make sure that they feel confident, not only in telling our story, but that they are enormous parts of the story. They are executing our story and they're building that strategy every step of the way with us.”“The way people consume information has shifted. That’s where we (broadly not just PWC) aren't sure what is going to land and what are the best channels to use. So we are going to try everything. [Example,] the work [we did] with Hulu and streaming is outperforming all of the metrics that we set out for it. We are [even] starting a Tik Tok channel. We are going to go to a whole bunch of different places so that we really can understand how information is being consumed and what is the easiest way to share our messages with people that might be interested in hearing them.”BioJ.C. Lapierre is the U.S. Chief Strategy & Communications Officer for PwC leading communications, marketing, brand, and creative teams with heart. Redefining the industry with the best team and technology to better serve our clients as they seek to build trust and deliver sustained outcomes. Committed to my nieces and nephews, adventuring around the world, upskilling teachers in Kenya with Flying Kites and cycling in Boston's Pan-Mass Challenge to raise funds for cancer research and treatment.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Taking the plunge into unfamiliar territory, such as investing, can not only be a difficult fray to enter, but scary at the same time. When should you buy? Should you sell? What is the right stock for you to buy?. The world of finance and largely, participating in investment has long been the domain of the few and privileged. Now, thanks to the companies like Robinhood, becoming a part of the finance world is as easy as downloading an app from your favorite app store. The challenges of communicating with this new class of investors excites Rashad Drakeford, Head of Content Marketing at Robinhood. And Rashad told me all about how e knows that asking the right questions of his audience will help him to guide them through the process of investing, and to their goals. “What we're developing at Robinhood over the next three years is: how do we inspire people to think, feel, and act? How do we make them feel confident about their financial future? How do we tell stories of people that they see themselves in? There's a new class [of investors] that's being born out of this moment; how do we invite them in? How do we have our arms wide open to let them know that they're not alone?” This future-focused mindset, paired with an incredible background in politics and entertainment, gives Rashad a unique perspective as a marketer. Whether it’s been through his time working on the 2008 Obama Presidential campaign, or from his experience at Apple, and working on Beats by Dre Rashad’s experience has touched multiple industries and he shared his wealth of experience with me. In this episode, Rashad and I dive into the way he thinks about his influencer marketing strategy, he speaks about some of the incredible leaders he has been influenced by, and you’ll hear about what makes the most compelling content marketing campaigns. Get ready to enjoy all that Rashad has to share on this episode of Marketing Trends. Main TakeawaysLeverage What You Have: It can be discouraging as a small business marketer to look around and see all of the cool campaigns with fancy bells and whistles that big companies with massive budgets can produce. The key to getting the most out of your own brand and budget lies in the quality of the stories you have to tell. Good stories resonate, and a good story can help you compete with the likes of fancy, high-dollar productions. The human touch of a great story can have just as much impact with your audience as some fancy production elements. The point is to lean into your strengths as a business and lean into your strengths as a marketing team to compete against bigger players. Picking the Right Influencer: When thinking about your own influencer program, bigger numbers are better, but there are some additional factors you should be considering to make the best partnership decisions. The quality of their audience engagement is critical and the overall alignment of their mission with yours are two of the factors that, when aligned, will serve both parties well. What Does a New Class of Investors Need? The opportunity to reach a new audience is one that excites a creative marketer. First, the challenge is to educate and inform. The best way to do that, to draw in a new audience, is by asking them the right questions. Seeing things from their perspective will help you to craft your message and really connect with your audience. Key Quotes“The way we leaned into our ability to create branded content across social and digital; We were doing virtual reality concerts. This was back in 2013 [when] no one was really doing that. If MTV is able to create interstitials and vignettes that live on linear TV because they have 80 to a hundred million households, what's our value prop? What we landed on was, we have phenomenal storytellers. We have great content creators. We're going to go and create content for brands that we'll use across all of our social media and our digital and linear. And on top of that, we'll white-label it and give it to you to use however you want across your channels. And so we were able to really be innovative in that, in that space.”“Robinhood really did lower the barrier of entry and democratize information and democratize people’s [ability] to participate in the wealth generation process, especially for folks that have been historically, and systematically left out of financial empowerment in this country. I felt like there was an incredible opportunity to come here and help tell stories, to help inspire people to get involved in their financial health and wellness.” “hat we're developing at Robinhood over the next three years is how do we inspire people to think, feel, and act? How do we make them feel confident about their financial future? How do we tell stories of people that they see themselves in? There's a new class [of investors] that's being born out of this moment; how do we invite them in? How do we have our arms wide open to let them know that they're not alone? “The way I have the team approaching [influencer relationships] is avoiding one-offs, and [istead] developing a real partnership with talent that not only pushes forward our business goals but also helps the talent reach their goals. I never walk into a partnership conversation with a fully fleshed-out plan. [I’m] making sure that our missions are aligned because this is not just about someone cashing a check. [I’m making sure] we're both invested and passionate about what we can do together. I don't let how many followers someone has be the determining factor on doing a deal or not. Numbers you see on Tiktok and Instagram and Twitter are important, but what's the engagement and what's the conversion metric from past partnerships or even their own work?”BioRashad Drakeford is the Head of Content Marketing at Robinhood - Head of Content Marketing. Previously he spent time at Apple as their Head of Global Social Media. Before that, Rashad spent some time at REVOLT MEDIA & TV as the Senior Director of Digital Content Development. Because of an opportunity, he came across while he was in college, as a student he became the National HBCU Outreach Coordinator for The 2008 presidential campaign of United States Senator, Barack Obama. This campaign position led to jobs for him as the Obama-Biden Transition Project, as an Associate and Public Liaison in Intergovernmental Affairs, and then took a position in the government at the U.S. Department of Energy (DOE) as Special Assistant in the Office of the Secretary. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As the methods of communicating messages of love, sympathy, celebration, or holiday cheer have evolved in the last 100 years, the 20 billion-dollar greeting card industry continues to adapt to serve multiple generations of ‘caring-connectors’. This term ‘caring-connector’, used by Hallmark CMO and SVP, Lindsey Roy, to describe Hallmark customers of all ages and demographics, is an illustration of the relational way they think about their consumers at this legacy brand. For more than a century, Hallmark has been giving consumers the tools to make holiday moments of gift-giving and connection unforgettable. Lindsey Roy, CMO and SVP, Hallmark, brings two decades of experience as she helps people connect with each other in meaningful ways. “If I was going to narrow it down to the biggest source of change, it's consumers wanting flexibility. You think about 10, 15, 20 years ago, you played the game as the manufacturer, or retailer. [But now ] ‘I want it how I want it, when I want it, where I want it.’ Whether it's grocery shopping, or buying your presents for Christmas, whatever it is, people are completely demanding flexibility. That's a huge insight into how we're thinking about where we reach people. We always try to have authentic conversations in our marketing.” Giving your customer that flexibility they demand for when, where and how they want you, whether that be via the tap of an app or at a retail location, shows that you’re truly listening to and serving them. In this episode Lindsey and I dive into the role that data plays in every aspect of Hallmark’s strategy including innovating; the ways and thought processes behind Hallmark’s testing and uses for A.I.; how Hallmark’s data strategy is redefining and its rewards program, and a bit about Lindsey’s leadership style. Excited for you to enjoy this conversation I had with Lindsey on this episode of Marketing Trends. Here we go!Main TakeawaysHiring Smart People with Agility over People who Only Check the Right Boxes: Sometimes when it’s time to hire, your team might already have a great need to be filled, but don’t be tempted just to hire the candidates who look good on their resume. Get to know your new hires and focus on finding people who are flexible and open-minded team players. You can always teach people how to use new tools and software, but you can’t teach passion and dedication to the mission. Allow for Your Vision to Iterate and Morph in Practice: When you spend so much time and effort building a particular marketing strategy, it can be easy to over-commit to certain elements or aspects of that original plan. Don’t get too caught up in the details, though. You need to stay agile and be willing to iterate and try new tactics as the data informs, so that you can react to data about the way that your message is being received by the audience. The quicker you can course-adjust to a more connected message, the sooner you can fill the needs of your audience. Addressing Consumer Needs Across Multiple Generations: When you’re a brand that serves everyone, looking across generational needs is important when thinking about where and how you’re going to reach your customers. The new modes and methods for connecting with Gen Z are going to be quite different from those you’ve traditionally used for the Baby Boomers, for example. New social media apps drawing the attention of younger audiences, compared to older generations that may be more prone to read a longer email, for example. Key Quotes“We care about getting people with diverse perspectives. We try to have people with short tenure, long tenure, people who've been in the agency world, have been in the brand world, everybody from the college intern, to somebody who has 25 years of amazing experience, different backgrounds, et cetera. We are very purposeful about that. I'm a believer in hiring good, smart people with learning agility. Sometimes that's more important than ‘check these three boxes. Have you done X on Salesforce? Have you done Y on Adobe analytics?’ I think [when you hire] good smart people that want to learn, and can learn, you can't go wrong.”“From my vantage point, if I was going to narrow it down to the biggest source of change, it's that consumers want flexibility. About 10, 15, 20 years ago you played the game as the manufacturer or the retailer. Now [it’s about the consumer] ‘I want how I want it when I want it, where I want it.’ People are completely demanding flexibility and that's a huge insight into how we're thinking about where we reach people. We always try to have authentic conversations in our marketing.”“[When you ask] what are your perceptions of cards? You learn a lot of amazing things. There are what we would call the ‘caring connector’ archetype: that person who believes that the world is inherently good, that person that believes that relationships are the glue and they're willing to put in the time and effort. These people exist at 12 [years old] and they exist at 92. To figure out what they need and how to tap into what would make sense for them, that's the key to relevance in my mind. Be open, ask the hard questions and make sure that you're investing in innovation to answer those questions.”“We look for what we call ‘when’, W-H-E-N data. And that means, if you are a 28 year-old mom of two, who's a caring connector who shops in these places. It's also important for us to try to have a conversation where we maybe learn when your birthday is, or when your significant other's birthday is, things like that. That kind of part of the data genome around those people who are most close to you, those people who you might want to activate, and we can do that. I'll give you a really basic example. If you buy a card for your sister on August 12th and you have some relationship with us, we can then maybe tell you next July 30th, ‘Hey, you might have a birthday need coming up.’ And people find that helpful if they're like, oh yeah, ‘I’ve got to get that.’ in their mind.” “We always believe that the more personalized is super important. We're doing a lot of experimentation [with A.I.] The biggest live-use case we have with A.I. right now is in our chat bots that come to life in our digital experiences. Consumer care is also part of my world. I get to work with an awesome guy who leads that part of our business and we've launched this year, a couple of chatbots because it's easier for people to interact oftentimes with the chat bot and we have some great A.I. that feels very Hallmark and very helpful, and it can hopefully get people to accomplish their task in a fraction of the time.”BioLindsey Roy is the SVP, and CMO at Hallmark. She oversees Hallmark Global which includes gift wrap, greeting cards, stores, etc. A tragic boating accident while on vacation almost claimed Lindsey¹s life and left her with an amputated left leg, severely injured right leg and injured right arm. Through a challenging recovery process, Lindsey learned impactful lessons on how to harness disruption and find clarity in the chaos. A fresh voice on the speaking circuit, Lindsey has been heralded for her authentic style and universal message. Lindsey has spent over eighteen years in the corporate environment, leading teams in innovation, digital development and product merchandising. She was named Vice-President at Hallmark Cards at just thirty-two years old, one of the youngest VPs ever in a company with over a 100-year history and in the top 1% of brands worldwide. Lindsey combines her unique life experience, corporate background and emotional intelligence to truly connect with audiences.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Content is a word that gets thrown around a lot, and the truth is, today it is easier than ever before to create content. A big reason for that is thanks to companies such as Røde Microphones, which create budget-minded products that constantly push the industry forward. For Røde, innovation is the name of the game and no one knows that better than Damien Wilson, the CEO of Røde Microphones. Damien has been with the company since its early days, growing into his leadership role and scaling the business in a rapid timeframe. But even for him, despite the success, the last decade has been a wild ride.“I'm a kid from the Western suburbs, which is not necessarily a nice area and I never thought I'd be sitting in New York doing business, or sitting on a couch with Guns and Roses. When I walk into Guitar Center on Sunset Boulevard and I see a Røde product, I get excited because I listened to that music of the eighties where Sunset Boulevard was the place to be.”The transformation of the audio industry has been accelerated because of the way companies such as Rode have democratized audio equipment. It no longer takes a fortune and an entire studio build-out, to get professional-sounding content. On Marketing Trends, Damien took me through how Rode has muscled it to the top to compete with legacy brands within the space. He also touches on the unique hiring challenges that Røde has been facing in Australia during the past 18 months, and how the company has been able to pivot through innovating in their use of manufacturing equipment. He also discusses how Røde handles customer feedback to ideate its product line, and how influencers can push your products further. I’m excited for you to enjoy and hopefully learn from this conversation with Damien up next on Marketing Trends. Main TakeawaysThe Secret Sauce: Innovating with Product Manufacturing Equipment: More than ever, supply chain management and sourcing are critical to the success of any business that sells products. Finding the best, most cost-effective tools to build your products might not be created for your industry. You may have to think creatively about what other industries use similar manufacturing equipment that can be modified to build your goods.It Takes Educational Background to Create Great Content: Having an education-focused mindset is a foundational part of good content creation. When you create materials that educate the consumer on products, even if they are not your own, you're building trust with the consumer. This kind of content helps build a community which helps to further push consumers down the funnel.Where to Look for New Product Inspiration: Assess all the other products, aside from your own, that your customer also uses to see where to expand product offerings. Other tools and tech they use to create their finished product could also be an area for you to cross over into. Key Quotes“One of the things that I brought immediately to the company was that style of video-based education, style marketing. Because one of the things that I thought was the big problem with audio brands, especially anything music-related, you needed to sort of teach people how to use the product and that gave them the ability to purchase.”“We have a machine that is specked for making parts for watches. Every high-end Swiss watch manufacturer will have one of these machines. It's the same machine made by Citizen, but we use it to make backplates for the microphones because the precision and the tolerance is so insane. They're making a hundred thousand dollar Rolex's, but this is for a $200 microphone. Other mic manufacturers are not thinking in that regard; they're not thinking about how we can take that machine out of that industry, put it into our version and then create a product around it. That's really the secret sauce.” “One of the things that we did a few years ago was look at our ERP system and look at how we were running the business end-to-end, and sit there and go, ‘Okay, what are the improvements? What process improvements do we need to put in place right now?’ And before we didn't have a mature supply chain team in house, but we grew that super quick. And it was just at the right time, because then COVID hit [and] we started to see some interruption in supply chains. We had the ability to be able to pivot into making things that were completely available to us onshore in Australia. That meant you needed to have the right amount of raw material and all those bits and pieces, which was a testament to the supply chain team getting an AI pay system up and running quickly.”“What we're looking at now is adjacencies that we can move into. We look at our customer and say, ‘What is our customer's workflow? What are they doing?’ They’re podcasters; they’re content creators. ‘What sort of equipment are they using?’ Oh, they're wearing headphones, and those headphones don't say Røde. So maybe we need to work into that adjacency.” “Where Røde has risen to the top in terms of customer sentiment has been the fact that we deliver a product and we keep on enhancing it. And it becomes a schedule of, every three months, let's add something else to this particular product. So the customer goes, ‘Wow, you've done it again.’ And it also shows that we're listening to feedback.”“I'm a kid from the Western suburbs, which is not necessarily a nice area and I never thought I'd be sitting in New York doing business, or sitting on a couch with Guns and Roses. When I walk into Guitar Center on Sunset Boulevard and I see a Røde product, I get excited because I listened to that music of the eighties where Sunset Boulevard was the place to be.”“When you get big it's like the mistakes are just amplified, right? In the past, if we made a mistake in a launch and maybe there was a component wrong, or the testing was incorrect, you may be thinking about 5,000 units. Now you're talking about, you know, 500,000. We can't afford that. So we need to have everything upstream and downstream sorted. So we know that we're not going to replicate any of those issues.”BioDamien Wilson is the CEO of The Freedman Group, home to RØDE Microphones, Aphex, Event Electronics, and SoundField. He is a multi-talented senior executive with over 25 years’ experience in advertising, sales, marketing, and business development.  Prior to the Freedman Group, Wilson was Creative Director of boutique advertising agencies The Shop and Peer Group. He joined the Freedman Electronics/RØDE team in 2007 as Marketing Manager and within a year was made Global Sales and Marketing Director. He acted as General Manager of RØDE Microphones, LLC in the USA until 2013 before returning home to Australia as the new CEO of the Freedman Group in 2016.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

A good customer experience requires more than just making the sale. It’s taking a look and analyzing every little detail that pushes them further and further down the funnel... If you design it the right way, the customer experience should be serving the customer first while giving you the conversions you desire. As an experienced marketer Jonathan Rowe, the CMO of nCino, a cloud banking solutions company, has welcomed the challenge of working in a highly regulated industry, servicing big banks.  “From a customer perspective, make sure that they're getting the most value from what they purchased from your product. That's being proactive and giving them that information. It's making sure you can add. We work with our institutions. I've had marketing conversations with CMOs of banks, just because they want to learn some of our best practices. [Think] how can your organization go above and beyond. And then help infuse your brand with your customers; make them help sell your product.”On this episode of Marketing Trends, Jonathan looks back at the exponential growth that he experienced at nCino. He looks back at his academic roots that he says laid the foundation for him that helped spur that growth. But behind the numbers and metrics, what separates nCino and its marketing department from its competitors is its company culture, and Jonathan and I dive into how he’s built a culture, what pillars he leans on and how he thinks about hiring and recruiting talent. Learn more about the way he approaches team building, thought leadership, and good communication up next on Marketing Trends. Main TakeawaysTransitioning from Academia to Marketing: The skills that it takes to be a great academician are more transferable to a career in marketing than you might first think. When you look at marketing as ‘education’ things begin to fall into place. Even if you’re not in academics, looking at the craft of marketing from a slightly different perspective, instead of just focusing on converting customers, maybe a focus on educating them will actually drive more conversions.Looking Like a Billion-Dollar Brand: Even if you’re at the very beginning of your business journey as a start-up, fake it till you make it! Presenting your brand like a top-dollar player from day one sets a tone of excellence for your team, your business, and your customers. Everything you do, every piece of communication, marketing materials, conversations, and attitude all should reflect the top-dollar attitude you want at your company.Use the Channels and Communication Styles your Customers Prefer: Maybe long emails don’t perform well anymore by marketing industry standards, but maybe your customers, in your niche market, still like to receive and read longer messages in their inbox. Adapting your marketing channels and even messaging for your audience shows them that you’re listening and will only enrich your interactions with them.Key Quotes“'I never expected an academic background to transfer to a startup and now high growth company. But marketing is really about educating, right? You're educating a lot of stakeholders, whether it's partners, whether it's potential clients, whether it's customers, whether it's investors, whether it's your employees. And so that to me was a very early realization that really it's about education.”“First and foremost, who are you selling to? Make sure you understand your target market. It sounds so simple, but when you understand who you're selling to, you can then ask yourself the next two or three questions, which is, ‘Where do those people go? What do they look at? What are their interests?’ And that's even before you get to, ‘What is your message?’”“‘Everything we do represents a billion-dollar brand.’ I literally put that on the wall because I think this is true of anybody, even if you're a small business. What do you aspire to be? How do you want your employees thinking about every day when they walk in or take a phone call or make a product or do a service delivery, how do you want them thinking about your business? One of the things you realize in marketing is you don't own the brand.  You’re a steward of the brand. You may help set direction for the brand, but your employees own the brand, your customers own the brand. All your partners are invited like all these different people. In those early years, I wanted us to look and feel like a billion-dollar company.” “[Go] back to understanding your audience, what channels do they engage with? In a lot of industries, you may say, ‘I'm not going to write a document that's longer than two pages because nobody's going to read it.’ That's true universally, but I think in banking, folks are still reading a good deal of information. They also like research; so for us, from a customer perspective [how can we] be a thought leader. It's really understanding our ability to not go to a bank and say, Hey, we know how to do things better than you, because obviously you never want to do that. But to go in, challenge and share research and share data, because now it's your point. Now that we've built up 1100 customers, we're learning a lot about the industry. And how do we share that back to the point about what we talked about with Salesforce, kind of creating these, this community of raving and nCino fans, where again, we entered an industry where a lot of the banks are competitors and they used to never talk to each other. And here we are, you know, almost 10 years later.” “From a customer perspective, one, make sure that they're getting the most value from what they purchased from your product. That's being proactive and giving them that information. It's making sure you can add. We actually work with our institutions. I've had marketing conversations with CMOs of banks, just because they want to learn some of our best practices. [Think] how can your organization go above and beyond. And then help infuse your brand with your customers; make them help sell your product.”BioJonathan Rowe serves as nCino's Chief Marketing Officer, helping fuel growth for the worldwide leader in cloud banking. Jonathan and the Marketing Team are responsible for the Company's global branding, public relations, conferences, creative design, digital, and product marketing functions. Jonathan also oversees nCino's Recruiting Team and all employer and culture branding initiatives. A year-one nCino employee, Jonathan has been instrumental in establishing the nCino brand and leading the Company's marketing functions globally.Prior to joining nCino, Jonathan was a professor in the Cameron School of Business and Director of the Entrepreneurship Center at the University of North Carolina Wilmington. He holds a Bachelor of Science in International Marketing from UNC Wilmington, a Master of Business Administration from Babson College and a Ph.D. in Business Administration and Management from the University of Auckland.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The opportunity to work from home may be taken for granted a bit more within the last year and a half, but for years Rev.com has been providing opportunities for tens of thousands to work from home. Adri Nowell the VP of Marketing at Rev, came to our studios in Austin, Texas to talk about what it means to her to see so many people able to work from home with Rev.  Adri’s experience as a marketer and a leader gives her a unique ability to serve both the Rev customer, as well as the tens of thousands of transcriptionists that Rev employs in a massive remote workforce. “We work with about 70,000 professionals who, some of which don't have great options for how to make money [because] they have an elderly parent or they're a primary caregiver for a child. When I connect with the Rev-ers in our community, it brings me so much joy. I've talked to mothers who have sick children in the hospital who are transcribing at the foot of a hospital bed. Being able to put your child first and be able to provide that type of love and compassion and care for your child while also being able to make a living. Those moments make me so proud.” Learning how Adri runs an ABM campaign, what skills she uses as a leader, and how she thinks about scaling her team will give you great insight into your own exciting growth and leadership. It was so great to speak with Adri in person about her experience in marketing and how they’re growing at Rev. Get inspired with Adri, up next here on Marketing Trends. Main TakeawaysThe transition from Doer to Leader: When you’re in the trenches doing the actual work, your actual day-to-day responsibilities are different from those of the leadership of your marketing team. Transitioning to leadership isn’t for everyone; some really enjoy the work of making the campaigns happen. When you’re the leader you have to rely on the savvy of the marketers on your team and give them the tools that you know work and watch them make it happen! Account-Based Marketing Challenges: One of the biggest challenges of running a successful Account-Based Marketing or ABM campaign is getting the structure of the accounts right. Define what a segment is, define who your tier one in the funnel is; define what an account is. If you go through this legwork and really take the time to build a good foundation, you’ll have set yourself up for a great campaign. Working with Speed and Excellence as You Scale: When your company is experiencing massive growth it’s tempting to just start moving really fast and being okay with things breaking. If you can take a little extra time to make sure that you don’t go too fast and make needless mistakes, that is way more profitable in the long run.  You need to quickly automate whatever you can when you’re in a high-growth environment so that you can leave that task with confidence as you go to solve the next big problem. Key Quotes“Now that we're going after [more] market segments the marketing responsibilities are going to shift around. We generally test everything that we can; learn quickly; fail quickly; fail cheaply, and for the things that work, invest in them. When you have that type of mindset, you get scrappy marketers that are willing to tackle new challenges, and test new channels or test new tactics.“People get really nervous [about transitioning to leadership]. It's an emotional thing. It's a natural, emotional reaction. And Molly Graham actually describes this really well. And she talks about this concept, this emotional rollercoaster that people go through during these transition periods as she uses the metaphor of building a LEGO tower and then giving away your LEGO tower, which is so relevant. You have all these smart marketers that can jump in and they can tackle a challenge. And they built up their Lego tower and made it successful and then they have to hand their LEGO to the next person coming in. It can be really nerve-wracking. ‘What if someone breaks the LEGO tower? What if they build it back up in the wrong way, or maybe they don't expand upon it in the right way?’ And I've found her description of this to be really relevant and taken her advice to talk about it." “Marketing is never settled. You're never done in marketing. Consumer behaviors are always changing. You always want to go back and retest or test different variations. We measure [our success] by getting people to respond. ‘Are we getting them to the next action?’ Whether that's actually converting into a paying customer or taking the next step with us in their journey… and when new channels work, we expand them; when they don't, we abandon them. [We’re] constantly just exploring new outlets.”“We work with about 70,000 professionals who, some of which don't have great options for how to make money [because] they have an elderly parent or they're a primary caregiver for a child. When I connect with the Rev-ers in our community, it brings me so much joy. I've talked to mothers who have sick children in the hospital who are transcribing at the foot of a hospital bed. Being able to put your child first and be able to provide that type of love and compassion and care for your child while also being able to make a living. Those moments make me so proud.” “With any launch, you start all the way at the timeframe of ‘What's the problem that you're trying to solve?’ My philosophy is to listen to the market. You should be talking to your customers; you should be talking to your prospects. You should be talking to people that want to do business with you should also be talking to people who don't want to do business with you.”“The most important thing with account-based marketing is in how you structure the accounts that you want to go after. How do you define what a segment is? What is an account? Who are the customers? Who do you want to reach? What are the contexts within each of those accounts? Who goes into your tier one bucket? And then who's kind of your catch-all for what you want your one-to-one for your tier one accounts. You want your tier one accounts to receive more of a personalized experience, but you don't want to overdo it. If you're going so extreme that it feels forced, people are going to reject the marketing material. There's definitely a place for it, but it's really about finding the right balance.”“Speed is tough and the thing that I've found the most difficult is balancing the speed at which you accelerate growth and operational excellence is it's not hard to go fast. It's hard to go fast and not break things. And so that is where we've found probably the biggest challenge is how can we continue to accelerate growth, but at the same time, establish a foundation that is going to scale. And so with marketing, that's incredibly important because you need the right operational pieces. It is acceptable for some period of time to do things manually, but you can't stay there. You have to put operational pieces in place so that you can scale. Finding the right balance is very challenging.”BioAdri Nowell is VP of Marketing at Rev.com. In this role, she serves as the executive leader accountable for the strategy and execution of marketing programs across all segments - individual users (B2C), Enterprise/Mid-market (B2B), and developers. She provides leadership and management oversight across Product Marketing, Performance Marketing, Email Marketing, Demand Marketing, Content Marketing, Web, Brand, and Creative for the company.Before joining Rev, Adri served as the Senior Director of Product Marketing at Bazaarvoice and before that as Director of Marketing at Volusion. Prior to that, Adri held a variety of roles at engineering technology provider National Instruments including Product Marketing Manager and Support Engineer. Adri began her career at the University of Oklahoma as a Software Developer in the Robotics Institute of Machine Learning. Adri holds a Bachelor of Science in Computer Science from The University of Oklahoma, in Norman, OK.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you’ve ever been to Times Square, you can conjure up memories of how chaotic and bustling that vibrant hub really is. This is the mecca of OOH or Out-of-home marketing. Thousands of individuals packed into a confined space with endless advertising opportunities. Norm Chait, Director of Out-of-Home Product and Sales at Quotient Technology, regales us with the tale of his work on a campaign for Microsoft that hit the big city. But, more importantly, he has a career’s worth of insight about OOH and exciting details about the ways that data is changing the game in OOH. “We did a PR program a number of years ago introducing the next operating system for Microsoft. It was the largest consumer event in the history of New York City. The ability to take over Times Square, the ability to own every screen in the square (40 plus screens) all sync together, having the physical on-the-ground experience of, um, all the, you know, the different hardware displays...I was like, this is what I do. This is what I love to do. It's bringing a brand experience to life in a unique way.”There is a lot of value for companies especially in the CPG space to consider Out-of-Home advertising, no matter the size of the business. There’s so much happening in the world of Out-of-Home and Norm has the insight. Main TakeawaysProgrammatic Adaptations in the last Year Plus: The market has shifted in countless ways in the past year-plus, and the way that programmatic marketing can step in to help marketing leaders be more nimble is proving invaluable. Getting a faster sense, with data, of how things are performing across campaigns can lead to faster decisions about shifting budgets to markets where they’d see higher ROI. Data Driven OOH in the CPG Space: Out-of-home has a sweet-spot with CPG businesses because of their D2C model. They need to be out in front of the right people in direct ways. When you’re marketing directly to consumers you’re up against huge budgets of mega-corporations that can crush you. You need tech that can inform you about where your best customers actually are so that you can focus your resources on them. The Steps to a Successful OOH Campaign: In order to have a successful Out-of-home campaign you don’t necessarily need to be a mega-brand. What you do need is a plan that includes a few key elements. First, define the category. Next, define the product buyer. Third, identify the buyer’s behaviors and location. These three elements will help you generate the conversions you desire. Key Quotes “I think what was happening over the last 18 months or so [is that] [the pandemic has] changed the way people go to market; it's changed the way people physically leave their homes and where they go and where they visit, all of those things have dynamically changed. So how does Out-of-home now start to play a role? The pandemic has, in some ways, allowed us to fast forward what programmatic can do. [For example] the spikes we saw in one market allowed us to shut things down there and move things to other markets. Being able to be more nimble like that is what we're starting to see.” “We did a PR program a number of years ago introducing the next operating system for Microsoft. It was the largest consumer event in the history of New York City. The ability to take over Times Square, the ability to own every screen in the square (40 plus screens) all sync together, having the physical on the ground experience...I was like, this is what I do. This is what I love to do. It's bringing a brand experience to life in a unique way.”“CPG is a sweet spot for us. We do work across lots of different product categories but our ability to come back to the notion of accountability and confidence using data to show exactly where people are spending their time. Here are the products and categories that they're buying.  We see week over week trends. [This means our] ability to see real time trends and then tie that back to physical inventory is what our clients are excited about. Our ability to guide them as to where people are going, what they're buying, and the trends that we're seeing help them [see the need to invest.]”“Everything we do starts from planning as [first] priority [to] understand what the category is, who the product buyer is, what are their behaviors, and then let us help you identify where they are. [We’re] looking at the entire ecosystem of available assets and scoring (physically) every piece of inventory against that behavior. It starts with an audience. Whether it's a haircut purchaser, frozen pizza buyer, Honda driver or whatever it might be, we start with that.”BioNorm Chait is the Director of Out-of-Home Product/Sales for Quotient Technology. Throughout his career, Chait has demonstrated a keen ability to deliver client solutions by connecting the physical world with the digital world. Prior to joining Quotient Technology, Chait served as the Head of Practice for Ubimo where he spent almost three years. Before joining Ubimo, Chait held various leadership and sales positions. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

You may not need to invest any marketing dollars in a new Tiktok channel. If you’re like Nico Dato, the Executive Vice President of Marketing at Podium, you’re thinking about the best ways to not only get the attention that those new well-known channels bring, but also gain the trust of SMBs in order to win them over as clients. But the reality is, there is no right or wrong answer to where you spend your ad budget. The truth is, the only thing that actually matters is what’s performing. The channel mix is evolving every day and it’s important to think about where your clients are and develop a relationship with them, and second, stay abreast of third-party apps that are emerging as new marketing platforms in the U.S. “We do a ton of trade shows, which is something that not a lot of people do. We do a lot of direct mail. We do radio; we do everything you can imagine. For us, it takes three or four touches on average to get someone's attention in the way that we want. A lot of times that comes from a combination of digital, traditional, radio, print… We're marketing and selling to plumbers, insurance agents, car dealers, and, and people who are out there physically working in the real world all day long. Like what a lot of people don't realize about Podium is, if I'm selling to an HVAC contractor, like most times they're like checking out Podium at like nine 30 at night, because they were fixing air conditioners all day, or unclogging toilets, Making sure we get that right channel mix is critical. [Conversions are] They’re not always going to come via Google search.”In this episode of Marketing Trends, Nico and I unpack the best way to grow a team from seven to over 1,000 and peel back the curtain into how Nico has transformed himself from a marketer to a marketing leader. Staying on top of all marketing channels, new and old, is how he stays on the cutting edge. All this next on Marketing Trends. Main TakeawaysHire for People not just for Needs: When you grow and hire, sometimes there will be a temptation to hire quickly, and in your rush, you may be thinking more about hiring candidates who can help stop the bleeding, so to speak. Instead of hiring for the task you need to be done now, you should be hiring the individual who can best contribute to the company overall. Find someone who can grow with the company, that fits into the culture, and it just might take a couple of extra weeks to find them and train them up. Gaining Trust of SMBs: Small and Medium-Sized businesses are usually the subject matter experts in their communities. For example, the dentist is trusted, personally, by the people that he services. That dentist and his front office staff likely aren’t marketing experts, and it takes an understanding of the trust that they themselves garner, in order to understand the level of trust you need to build with them. Their business is a passion and they need to know they can trust you to be on their team. Increased Utilization of Third-Party Apps in the US: Third-party communication apps like Whatsapp are being used with ever-increasing frequency in the U.S. which is arguably behind this trend in other countries like Brazil, and Japan. This is a whole new channel for marketers to tap into and add to their mix. Key Quotes“I've been super fortunate to learn on the fly. I didn't necessarily have all of this classical training in how to run a marketing team and how to build a comms function and a product marketing function. I've just been so fortunate that my career has just kind of snowballed. [Going from a marketer to a marketing leader] is a huge transition. When you're an individual contributor, you have control over the destiny of the thing that you own. And it’s up to you to work as hard as you want, to strategize as much as you want, to learn from outside sources as much as you want. [Then] all of a sudden you're having to guide a team in doing that one thing that you think you can do really, really well. The secret is that oftentimes they know how to do it much better than you do.”“[The] transition [to leadership] was really hard. I'm not perfect at it by any means, but I think I’ve grown by way of leadership over the last couple of years. It’s a transition that you don't need to make unless you really want to make that jump. t's not easier. There are great career paths in any of these disciplines that don't necessarily mean management.”“[Marketers] are worried about SLS. You're worried about contracts with your customers. You're worried about all of these things. The thing that our CEO has done a really good job of is that, he's tried to keep us focused on the things that matter most. As you're scaling quickly, [identify] the five priorities to align with and get all of the subsequent teams to also align to, in order to make sure that those things are perfect.”“My hiring mantra has always been to hire people, not for the role, but you need to find the right person. I would rather take a longer amount of time finding the right person than having to restart in three months or six months or, or whatever it is. My intent is to find the right person for the role and, and know that the longer-term impact of finding the right person is going to be much greater than filling the short-term need. That may just be a two or three-week difference.” “The one thing that I have found every year becomes more and more surprising -- and probably it shouldn't be a surprise because it continuously happens -- I think that the channel diversification that's happening here in the US and I should be inclusive of Canada, but largely the U.S. is changing. Historically the best way to reach them [was] via email, and then all of a sudden it started to become texts. We are a huge advocate of texting, but what's interesting is we've started to enter the world where consumers are using third-party apps as well to communicate. It's something that you see internationally; you go to Brazil, you might see it with WhatsApp; you go to Japan, you might see it with Line, and et cetera. The data shows in [our] report, 40% or something similar, are starting to use third-party apps on a daily basis to communicate with one another. It's a huge opportunity for brands. There's channel diversification that's happening, and you should take advantage of that.”“At the top of the funnel, we work to try and be everywhere and show that we are honed in, on local business for these businesses. It's why we do a ton of trade shows. We do a ton of trade publications. We do a lot of display advertisements or radio advertisements. A lot of times they just want to know you're legitimate. The hardest thing for local businesses is getting their trust; they've been burned so many times because they are so vulnerable. It's really important to us to make sure they know that we're going to be a partner to them. It's hard to do and there's not one answer that solves all.”BioNico Dato is the EVP of Marketing for Podium, the leading interaction management platform that enables companies with a local presence to conveniently connect at critical touchpoints and help them strengthen their business. Dato grew up in Bountiful, Utah, and attended the University of Utah, where he graduated in 2013 with a degree in economics. Prior to Podium, Dato helped run demand generation at Teleperformance and then managed Zane Benefits’ marketing team.After joining Podium in 2015, he assisted in taking the company through Y Combinator in 2016 - becoming one of the highest revenue-generating companies ever to attend the accelerator. As a part of the executive team, he has also helped secure funding from IVP, Accel, GV (formerly Google Ventures), and Summit Partners. In his free time, Dato enjoys golfing and spending time with his wife, Rachel, and daughter, Penelope.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Predicting exactly how much growth to expect (or strive for) in your business can be tricky to forecast. This week we look to Amy Cook, CMO of Simplus, Amy has grown, scaled, and been a part of many merging teams throughout her career. Their growth has been rapid and expansive, which definitely required great leadership. “Simplus was doing a few million and had just barely done a series A. [We had]  a growth rate of over 300% year-over-year. I attribute so much of that to our CEO who really empowered each team member on the executive team to do the very best that they could. And then he kept it all together with his vision and focus on culture. It was really an amazing opportunity; since then [in] the past 18 months we've been acquired by Infosys. That has been another humongous learning curve to learn how to be part of a massive organization of 250,000 people.”Regardless of the size of the team or the title on your email signature, Amy is all about finding the best marketing solutions to her questions. Her success in marketing can be attributed to her openness and collaboration. In this episode of Marketing Trends, Amy dives into, scaling and growing a marketing business to enterprise size, and as a part of that keeping the marketing part of the business integrated with the whole organization. Prepare to benefit from Amy’s optimistic and collaborative attitude about growth and best marketing team practices up next on Marketing Trends. Main TakeawaysScaling Well and Growing to Enterprise Size: Focus on culture when merging two companies; the larger the company, the more important being able to integrate both teams becomes. Keeping a strong line of communication to the whole organization about the mission and vision is critical to help everyone work together more effectively. Looking around to see what other companies of the same size are doing can be helpful. Replicating the best methods and practices you see in their organizations is a big time-saver. Agencies Can Help if you’re Struggling with Retention: If you lose someone on your team, or can’t scale the team as quickly as you need, agencies are a solution to your problem. It’s still best to keep the heart of the marketing department in-house, but farming out smaller portions of the marketing mix that can be executed by an agency can help you address bandwidth issues on your team. Marketing as an Integral Part of the Whole Organization: It’s important to stay closely connected with the rest of the company in the marketing department. Alignment across departments spans more than just sales and marketing. Siloing yourself off in a bubble will keep you from valuable insights that the rest of the team could impart. Building relationships at every level internally and externally can help you reach more customers with a message that solves their problems.  Key Quotes“Simplus was doing a few million and had just barely done a series A. [We had]  a growth rate of over 300% year over year. I attribute so much of that to our CEO who really empowered each team member on the executive team to do the very best that they could. And then he kept altogether with his vision and focus on culture. It was really an amazing opportunity; since then [in] the past 18 months we've been acquired by Infosys. That has been another humongous learning curve to learn how to be part of a massive organization of 250,000 people.”“ [Agencies] work really well if you're having trouble retaining people, then an agency can give you that unlimited support. You can fire your agency at any time if they're not performing well for you with no consequences. At the agency, we go by the hour. And so there's a hundred percent utilization out of your team. So if the price is low enough and the utilization is a hundred percent, there's a really good case to fill in some of those gaps“When marketing [takes on] more of an ancillary role, then you lose a lot of the positivity that you can have from marketing. I have finance meetings with the team each week.. Not only do you have to connect internally [with teams], but you also need to connect with your partners with your customers and do joint co-marketing with your partners to reach the same customers. It's a whole lot of relationship-building, even more than I would have expected when I just started doing marketing deliverables all those years ago.” “I know that I'm only going to get event ROI if I empower sales leaders to lead the event. And [sales] knows that [they’re] only going to get marketing support if those salespeople [are] accountable for the event. So there's a really great understanding of each other.”“Every sales leader is a little bit different and you have to be adaptable. Marketing has to take a support role, aligned behind the sales leader,  and say, ‘I'll use your playbook. What does your playbook look like?’” “I approach marketing [believing] everybody's got good ideas; the delivery team's got amazing ideas; our legal department gives us great marketing ideas; we can all flow together and collect our marketing knowledge.” “As you [grow] more into the enterprise you can see what other lines of business are doing. For us, a 30% growth rate is now what we're achieving, or what we're desiring to achieve because the account sizes are so much larger. So when you're a little company, you can expect an insane growth rate. And then when you're in an enterprise your growth rates are going to be more like 30%. When you're forecasting, [do] some underwriting on what other companies like you were doing and setting your goal, maybe 10% higher, so you can crush your competition.” BioAmy Osmond Cook, Ph.D., is the Chief Marketing Officer of Simplus, an Infosys Company. At Simplus, she led the marketing efforts from Series A through acquisition, helping the company achieve a 3-year growth rate of 1,578% and acquire seven companies before being acquired by Infosys for $250M. Amy is also the founder of Osmond Marketing, which has been named one of the fastest-growing businesses in Utah by MountainWest Capital for five years in a row. She is an adjunct faculty member at BYU-Hawaii and has taught business and communication courses at BYU, University of Utah, and ASU intermittently for the past 25 years. Amy is a columnist for the Daily Herald and a regular contributor to Forbes, the Orange County Register, and other publications. She received her doctorate from the University of Utah in Organizational Communication, and her research interests, informed by Critical Theory, include organizational identification, communication ethics, and gender dynamics in the workplace. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Let’s go to the moon!’ ...is a great and lofty goal, but it doesn’t mean much if you or I say it. Why? Because, just guessing, you don’t have an actual plan for how to do that, or the means, for that matter. Point is, you need an actual plan, with real numbers and defined goals, and set time frames in order to achieve your goals. My guest this week, the CMO of GTMhub, Jeremy Epstein gets this and is passionate about the usefulness and importance of OKRs in the marketing department to help teams build plans to get them to where they want to go“Google is usually held up as the poster boy/girl/non-binary person for OKRs, because in the in the Bible of the OKR industry is what's called ‘measure what matters.’ John Doerr introduced OKRs to Google. OKRs have this deep history going all the way back to Andy Grove at Intel, based on Peter Drucker. By my calculation, OKRs will be embedded in every successful organization in some form or format by the end of this decade. They are that game-changing capability-wise from a strategy execution perspective.” And changing up the game is exactly what Epstein is best at. In this show we’ll get into some of the lessons Epstein learned during his time at Microsoft and Sprinkler, discuss some best practices for managing a remote workforce and unpack some key principles of great leadership in marketing. Don’t worry, we’ve already invited him back on the show. I can’t wait for you to enjoy this episode about the simplified and data-driven marketing methods of marketing guru, Jeremy Epstein.Main Takeaways:Evolving Leadership Process: A great leader is one who can take feedback and alter course to stay on the best track for the business. Becoming a leader will demand a new skill set and an ability to look at the bigger picture. Thinking about the work and the mission with a broader perspective will help you keep everyone moving in the right direction. The Role of OKRs in Business: Companies in the future will all use OKRs (Objectives and Key Results) to measure the success of their marketing campaigns. This method of precisely defining the goals and providing clear data is maximally effective. Setting forth a simple and easy-to-understand plan to accomplish a difficult mission is the first step to succeeding, and that’s what an OKR does. Future of Blockchain in Marketing: The Apple cut-down on cookie use is just the beginning of the end of marketing with PII or Personally Identifiable Information. When more and more people get on and start using and trading in new markets, and for different purposes, you’re going to need to find a way to reach the right people. ‘No more cookies,’ is the way of the future. Document Processes: If any aspect of your business hinges upon one link in the chain, your whole business is at risk. Every role should be so well documented and laid that a new hire could come off the street with no prior knowledge of your business and be able to understand the job. Also, when you have everything written, there is a source of truth. Things get said in meetings and promptly forgotten. Documenting what was said in a meeting and immediately sharing that with the attendees can help move action items forward and create productive meetings. Key Quotes:“I got some really, candid feedback along the way from that my style for a lot of people was not working. It was too micromanage(y). It was too overbearing and people didn't like it. The best player doesn't always become your best coach. I needed to make that shift from player to coach. And I had to think about the game if you will, in a very different light. It's still a learning journey. And fortunately, I've had some great teachers along the way and most importantly, I tried to create an environment where my team feels safe and comfortable to tell me what a total screw-up I am on a regular basis.” “Marketing is all about differentiation. hat's the core, the single best book I've ever read about marketing is called ‘Different: Escaping the Competitive Herd Book by Youngme Moon’. It's about being different. My CEO at Gtmhub said it to me best when I came into the role he said, ‘You have to have infinite patience with people.’ If you get 1% better every day, by the end of the year, you're going to be 97xs better.”“It’s not about me being ‘the chief’. I almost reject that name. I’m the marketing enabler. I'm just trying to support everyone and make everyone better. I've asked almost everybody on my team, ‘what's your long-term career goal?’ And I view it as my responsibility to help them get further.”“Google is usually is held up as the poster boy/girl/non-binary person for OKRs because in the Bible of the OKR industry is what's called measure what matters. John Doerr introduced OKRs to Google. OKRs have this deep history going all the way back to Andy Grove at Intel, based foundationally on Peter Drucker. So, yes, I have skin in the game but by my calculation, OKRs will be embedded in every successful organization in some form or format by the end of this decade, or else, those companies may not even be around. They are that game-changing capability-wise from a strategy execution perspective.” “I'm a maniac about documentation of processes on our confluence. I call it, ‘what if you get hit by a bus document.’ If you get hit by a bus, Yes, I'll be sad but the business needs to continue. Someone else off the street [should be able to] come in and read your document [and] know how to do this person's role.” “In a web 3.0 world, you know nothing about your customer, aside from what their blockchain address is, what their wallet contents hold, and their transactions. There is no such thing as PII (Personally Identifiable Information.) This world already exists and you have to market to this world where that's all you know about the person. [This is] where we're going to end up anyway.”“How does the function and discipline and strategy around marketing evolve because of the arrival of this disruptive technology? There'll be expectations that customers co-create and co-own the brand with you. Why don't they have a stake in it when you have Bitcoin, you own one 21 millionth of the network. So why not own a part of the brand? And you could decentralize that and you can decent and you can co-create assets and, and not just give them a $2,000 award, but give them provable cocaine that represents 1% ownership in, you know, diet, Coke, vanilla cream, cherry pie, whatever kind of thing.”Bio:Jeremy Epstein is the CMO of Gtmhub. He has six years of corporate experience at Microsoft and has experienced high-growth marketing during his time as VP of Marketing at Sprinklr as they grew from a $20mm Series A valuation to a $1.8 billion level over 4 years.He has worked with top minds in blockchain, crypto-economics, smart contracts, and decentralization as an advisor to Open Bazaar, Zcash, DAOstack, SingularityNet, & Dapper Labs. He has keynoted Fortune 50 executive-level events on topics including social media, blockchain, and A.I. Jeremy shares his thoughts at blog.neverstopmarketing.com To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Do you notice the minutiae details in everyday life? For example, have you ever recognized the way that other people hold their cell phones? If you do, your mind works similar to that of Jeffrey Nicholson, the CEO, and Co-founder of Tracer. This level of attention to detail has helped him throughout his career, particularly when it comes to picking up some of the latest trends, which he told me about in this episode of Marketing Trends.“I start with natural curiosity. I still, to this day, will do my own research and Google brands, and go through their experiences, and understand what other people go through. When you look at the consumer research on people, they use eight apps or less; they [have] very specific behaviors. I used to look at people's phones and [could] tell very quickly just on their layout, how they operate with phone position and thumb position. You have to start with curiosity, no matter who you are, from analysts all the way to CEO. You've got to know what's going on.”Under the tutelage of media giant, Gary Vaynerchuk at VaynerMedia, Jeff and his co-founder Leighton Welch, built Tracer with the plan to launch separately once the development was complete. Leighton developed the structure of the software while Jeff was operating the customer-facing side, servicing Vayner clients and using the software. VaynerMedia is still a client of Tracer and more companies every day are realizing the value it offers in solving complex data equations. Excited for you to glean some real nuggets of wisdom from this marketing leader. Up next on Marketing Trends. Main Takeaways:Developing Good Talent on your Team is Exponentially Beneficial: As your team grows, the more people you have that are closely aligned with your business mission, vision, and execution expectations, the better that will help everyone stay on the same page. Scaling a team up in the right way might take a little extra time, but the investment upfront will pay dividends later. Curiosity Leads to Excellence in Business: As a CEO being curious is critical to keeping a good view of the big-picture. Developing a natural curiosity around your work can lead to you discovering some basic but important ways you can improve your business operations. As you go through the customer-facing experience of other brands and products, notice the sticking points, the areas you could improve upon, and learn some potentially hard lessons the easy way. Designing Teams around Individuals with Various Skill Sets: Every member of your team brings a vast array of talents and skills to share with the company. Think about who you already have on your team and what other roles you could use support for when hiring to build out the most complementary team. Key Quotes:“I start with natural curiosity. To this day, [I] will do my own research and Google brands, and go through their experiences, and understand what other people go through. When you look at the consumer research on people, they use eight apps or less; they [have] very specific behaviors. I used to look at people's phones and [could] tell very quickly just on their layout, how they operate with phone position and thumb position. You have to start with curiosity, no matter who you are, from analysts all the way to CEO. You've got to know what's going on.”“I'm a big believer in talent and making sure that talent breeds talent and I think about it as a pyramid. Typically you're starting with your co-founders. The reality is that every level of that pyramid is imperative to the success of your business. I'm a big basketball guy. You need a power forward, you need a shooting guard, you need everybody to have different skill sets. That's going to be complementary to make you win. So you're a good communicating and functioning team… I've spent probably more time than most of the people I know in regards to just recruiting and retention because I do believe that, you know, people are the difference between winning and losing.”“I underestimate how difficult it is to be responsible for other human beings. As an early manager, I got some good advice and bad advice and you're just learning on the fly. I think now I feel a lot more comfort in being a leader in dealing with things.”“I spend a lot of time on [my work] because I care and I want to win. And honestly, I want to make sure I don't let anybody else down on the team. It's an easy motivation to keep yourself motivated, to make sure that we make the right decisions and spend as much time as I can researching and recruiting and, and doing the things.”Bio:Jeff Nicholson is the CEO and Co-founder of Tracer. Nicholson has been innovating in the media and tech space for 15 plus years. Before joining Tracer, he was the first Chief Media Officer at VaynerMedia, where he spent five years scaling the business globally. He has also served as the Head of Ads at SocialCode, which was the largest spending agency on Facebook in North America. Prior to that, he was VP of Ads at LeadKarma, which sold to BankRate for $30MM. Currently, he sits on the advisory boards of Roku, Pinterest, and NextDoor. He teaches at universities including Babson College, New York University Stern School of Business, University of Virginia, and Miami Ad School.To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When there’s a problem, the sooner you know about it, the better. And this doesn’t just relate to high-level problems. The quicker you can identify that something is an issue and rectify it, the quicker you can get to making a meaningful difference towards your end goal. This is the case for email marketing. If the subject line of your email is causing a trend towards a lower than usual click rate, you’ve got to improve that in real-time. To do this, Cynthia Price, the VP of Marketing at Litmus, focuses her attention on good content marketing. How does she do this, by analyzing and reacting to data based on real-time campaign performance? The end result is a content marketing campaign that originates from high-performing blog posts.“Over the course of the past three months, that campaign that started as a blog post turned into a giant revolving door of great content. We've now done two webinars that map up to it. Sales is consistently sending updates to prospects. We hope everybody who touches that content becomes a customer, but ultimately we see the value in sort of the bigger picture of just providing something to the industry that is hard to untangle in order to figure out.” Untangling complex email campaigns and getting the most you can out of them is imperative in today’s marketing world. In this episode of Marketing Trends, Cynthia explains to me why email continues to prove its value in the marketing mix, how marketers can maximize its ROI, and you can turn those declining open rates into success. I’m excited for you to learn more about how to stay on the cutting edge of email. Let's get to it!Main TakeawaysContent Marketing and Thought Leadership: If you can put your mind to the task and address the new problems that no one has addressed before you can assume a role of thought leadership while focusing on some of the broader issues the industry is seeing. Don’t wait for someone else to be the leader on how to address new industry changes, industry regulations, and any unforeseen circumstances. Outline a reasonable roadmap of solutions and create an entire content campaign around it to achieve the ultimate marketing goal, giving real value to your audience.Strategic ABM Marketing: If you’re going to try to tap into the powers of ABM marketing you need to be very selective about the scope of customer you’re targeting. Use data, not feelings to make the best list of prospects. It’s okay to have lofty goals on your client prospect list, but stay focused on the size of businesses that you can best serve. You’ll both be getting the maximum benefit out of this relationship.Bringing Community to the Scattered Email Marketing World: If your company can be a leading voice in your industry, that’s a big win. The way things were designed for email marketing campaigns wasn’t like the way they’re done for web pages or really anything else. The email world was a bit scattered before Litmus brought marketers together, creating community, bringing resources, and giving a definite answer to things that there was a lot of confusion around before.Key Quotes“Over the course of the past three months, [this] campaign started as a blog post; it wasn't really a campaign per se. It turned into a giant revolving door of really great content where we've now done two webinars that map up to it. We've got a big downloadable piece of content and sales is consistently sending updates to prospects. hen we can react to what's happening in the world around us and really provide some value, we certainly hope everybody who touches that content becomes a customer, but ultimately we see the value in sort of the bigger picture of just providing something to the industry  that is hard to untangle in order to figure out.”“One of the reasons I joined Litmus is that Litmus did a really good job over the years before I was here of being a leader in the space and being a voice. Email marketing is such a complicated, weird world to live in because the people who are designing emails know this inside and out, but mail designed for email is different than designed for the web. It's somewhat archaic. There are over a hundred email clients that they're trying to design for. There's just all this confusion. Litmus had done a really good job over the years of finding a place for that community to gather together both virtually and in live events, finding resources for them that really speak to things; there wasn't a definitive answer on a lot of these things out there and let us sort of help ‘uncloud’ some of the murkiness there.”“We went back to the drawing board and let the data inform who should be on that list [of prospects]. You look at your close one report from the last year, and we're only going after those industries. We're only going after those size companies. Start really small, as small as ABM will allow you to go and then build from there and, and still have some of those wishlist customers on the list, but the bulk of the list needs to be informed by data.” “We made the critical mistake of 1.) doing a lot of building before we tested anything out and 2.) we didn't put a solid marketing plan together for it, nor did we have a plan to iterate for it. We wanted it to have a bigger impact  on marketers than it did. And I think part of it was that it was, it was fun. It was quirky, but it probably wasn't providing a value on the back end for them to share it with their friends and, and think about it in a bigger way ...Also, we didn’t really have a plan B.““We just put out an email engagement report that looks on the backend of everything.  It looks like open rates. We always say, don't take this and everybody send an email at 8:00 AM in the U S because then it breaks [down]. [There’s] interesting trends where, first thing in the morning is the best time in the US for open rates, whereas 3:00 PM is the best time in the UK. That's just behavioral information about people. I think as we get further and further down this A.I. path, depending on what third party data does or doesn't allow us to do, we're going to get a lot smarter about those kinds of things as well.”BioCynthia Price is the VP of Marketing at Litmus. Her team grows and supports the Litmus and email community through content marketing, demand generation, and events. She has been in the email marketing industry for over 10 years, previously as VP of marketing at Emma, an email service provider. She has a passion for authentic communications and the power of email at the heart of the marketing mix.To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.    ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

A good company is built with good people and as simple as that sounds, when it comes to finding the right person for the right job, sometimes you have to look beyond what’s written on the reume.. With her decades of experience at companies such as eBay and Skype, Michele Don Durbin, now the Senior Vice President of Marketing at Evernote, knows how to get the most out of herself and her team and that all stems from her emphasis on culture building“You're certainly going to be judged on what you get done, but how you get it done is just as important. When you spend your time, your career, surrounded by driven ambitious people who are always trying to do more and have the next best idea and make more money, whether it's self-imposed because they're real smart and ambitious, or it's part of a larger culture, there are some people who will use, I don't know, less than ideal tactics to get things done. And I really appreciated the idea that eBay said, ‘It's not just what you're getting done. It's how you're working with others. It's how you're taking the community to account, it's what your colleagues think of you and how you're really helping the business overall.” On this episode of Marketing Trends, Michele gets into all things marketing and takes us on a deep-dive into her strategy for hiring, she also unpacks the paid media strategy at Evernote, and shares a fun story about her work launching Skype with Oprah Winfrey. This episode is packed with great advice from an engaging leader. I know you’re going to enjoy this episode of Marketing Trends. Main TakeawaysA Good Team and Culture Lead to Good Idea Execution: Good ideas abound, at least until you put them to the test. It takes a team that can implement good ideas well to succeed. You need a team of doers around you, not just high-minded theorists. The people that you hire and work with on your team need to be the kind of people who can show up every day with enthusiasm to get things done. The energy and power of a good team isn’t just setting the company culture, it’s setting yourself and your company up for success. Flexibility over Plans: You need to read the data, and decide from there what your plans are, but always remain flexible with your marketing campaigns. There is real value in being able to shift, pivot and adapt to new data, and reactions to ongoing and new campaigns. Re-Focus Your Attention on Customers Already in the Funnel: Sometimes we get so excited and focused on getting more emails in our systems that we forget to maximize the spend of all those contacts we already have. Focusing on serving your customer base can lead you to innovating new products and solutions for them, also driving outside buy-in to your product. Key Quotes“There are two things that jump to mind immediately that I remember from the eBay days. The first one is that nothing got funded without data. We had an incredibly efficient process for prioritizing resources. Ideas are great and people have ideas all the time, but the team allocating the resources wouldn't even consider something until a reasonable set of assumptions, for a clear understanding of what success looked like was presented. And that is really important because ideas are one thing, but if you have no way to execute those ideas and you don't know what success looks like, you don't actually know when you've arrived and you don't know when you failed and getting the funding for something meant pulling together that use case that business case what you expect it to happen. And it's a good exercise that I continue to ask all my teams to do today.”“I was tapped to move over to Skype; it was an internal transfer at that time and I started helping run the marketing team. We had only 13 people to run all of the Americas. The things that we got to do were, as you said, in the beginning, I was very lucky to be at the right place at the right time, because it was just outstanding.”“You're certainly going to be judged on what you get done, but how you get it done is just as important. When you spend your career, surrounded by driven ambitious people who are always trying to do more and have the next best idea and make more money, whether it's self-imposed because they're real smart and ambitious, or it's part of a larger culture, there are some people who will use less than ideal tactics to get things done. And I really appreciated the idea that eBay said, ‘It's not just what you're getting done. It's how you're working with others. It's how you're taking the community to account, it's what your colleagues think of you and how you're really helping the business overall.” “It all comes down to this idea of a foundational marketing principle that great ideas don't really mean much without great execution. So it's not that I don't value ideas, but I don't worship them. I think I'll get more out of a good idea, executed ruthlessly than a great idea that's executed adequately.”“It’s about being flexible in what you think you're going to be able to do. So make plans, back those plans with data, put really good people in charge of those plans, and then be prepared for those plans to change, and that's one of the reasons why Evernote was so interesting for me and why I'm still there.” “The biggest channel that we have for new users is our existing base and that is how it has always been. This is why the community is so important to us. What we're doing, now that we have the apps and infrastructure rebuilt, is we're really focused on providing education in real life use cases and packaging that up into snackable portions.” “We got this call from somebody on the production crew of the Oprah Winfrey show. And she wanted to host the largest ever book review for her book club. And she wanted her audience to be able to talk to her....so we did this partnership with Oprah Winfrey and we [would] get this call. It'd be like, ‘You need to ship a laptop and a camera and a microphone and a headset to this address. And it needs to be there tomorrow.’ And we had tech guys on contract who would actually go to somebody's house and help them set up their equipment so that it would be high quality for Oprah. And we did this for, I think it was six or eight weeks. She loved it so much.” BioWorking with a mission began for Michele Don Durbin years ago, when she helped small business owners and start-ups build their own global businesses and create communities on eBay. Later, as the head of global customer acquisition for Skype, she turned my passions towards connecting the world via video calling — reuniting friends, keeping families close despite vast distances and helping companies build global teams to achieve their goals. As the VP of Marketing for Inflection, Don Durbinhelped transform its small, quiet background check company, GoodHire, into an industry-recognized, award-winning challenger brand. But it was Evernote’s deeply held belief in the infinite potential of any idea, big or small, world-changing or personal, that intrigued her most. To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

You may have some fear or feel a sense of resistance when you hear the phrase “affiliate marketing.” Especially if you had ever been burned by this form of marketing in the past.. Like most sectors, a lot  has improved in the affiliate space and that development has stemmed from the creation of tech tools.  On this episode of Marketing Trends, Kevin Osborne, the Senior Vice President of Client Strategy at Acceleration Partners, gave us  the low-down on how affiliate partnerships can be thought of as more than a last-ditch effort to milk remaining dollars out of the market. Management, implementation and fraud resistance are all areas of modern affiliate marketing that have vastly improved as of late. “People tend to pigeonhole “affiliate marketing” as the last mile. Get that last click drive, that last sale. But again, we really encourage these bigger brands that have a broader perspective on what this channel can do and how it can operate across other traditional media channels already running.” But a successful affiliate marketing strategy is’ more than just having the right tools, or the best new gadgets. A big part of the value that Acceleration Partners brings to its customers is by providing guidance on best practices as you roll out your program. Kevin and I dove into how using data, tapping into tried-and-true marketing channels, and reducing friction on the back-end have given modern affiliate marketing the power to be a key tool in your marketing mix, not just an afterthought. Main Takeaways:Old School Affiliate Marketing Systems are Out: The time and labor intensive old school model of affiliate marketing was a big lift, even for bigger companies to pull off successfully. Now with evolving technology, the launching and management of a profitable affiliate marketing program is much more cost effective and less staff intensive. The affiliate system is now more efficient and scalable. Direct Mail can be an Affiliate: Don’t limit yourself to the old way of thinking about affiliate partnerships, even in terms of where that initial impression comes from. With some businesses, such as the restaurant industry, direct mail can be the most effective affiliate lead tool. Re-engaging with existing customers: As you think about reigniting that affiliate marketing program, look at your existing customer base as the first well to tap into. Re-engaging with existing customers through affiliate marketing can bring them back to new products or services you offer.   Key Quotes:“We look at brands that are trying to acquire subscribers, sign ups, sell shoes, whatever it may be, and at the end of the day, affiliate is simply a channel that's able to pay partners once an outcome takes place. Once a sale takes place at the end of the day, I think a lot of marketers are trying to get to that final accountable metric, which is, ‘does this drive sales?’ “You could use this tool, partnership marketing and the different players that are involved in it to drive any part of the consumer journey that you want. You can drive awareness, you can drive engagement, you can drive conversion.”“People tend to pigeonhole “affiliate marketing” as the last mile. Get that last click drive, that last sale. But again, we really encourage these bigger brands that have a broader perspective on what this channel can do and how it can operate across other traditional media channels already running.” “There's some sophisticated technology platforms out there that are great at looking at these deeper analytics. Whether that's attribution, whether that's certain measurement systems based on the partner type, whether it's different commissions based on the interaction that a customer has with the brand, that technology enables us to actually push forward a lot of these new strategies that encompass broader marketing.”“One of the key elements of our services partner development.  We have guys that are going out there and forging new relationships based on a brand strategy. We worked with a food delivery app that was trying to acquire new restaurants. There's certain ways that those restaurants engage with media and take action, and direct mail was actually one of those. So working with direct mail service to actually get that brand's message in front of those restaurant owners was really effective.”“One of the spaces that's most interesting, that's been growing the fastest, is B2B, especially the SMB. They have these teams that are business development teams and business development. And that universe is pretty old school, right? It's guys with a Rolodex that are calling up certain partners or certain individuals that might run an accounting firm that are trying to get people to sign up for QuickBooks. And it's pretty disjointed and it's a big world, right? Some of these firms have 20, 30 people on these business development teams and they're willing to invest because they're really efficient, right? These partners can really drive a significant amount of sales for a pretty reasonable cost.”“As far as the industries that are growing the fastest within affiliate marketing there's these traditional, direct to consumer These guys were living off social and SEM for years.  They were maximizing those channels. They were driving new customers. They were doing it really cost efficiently.fn the last year or two years, it's become inefficient There is a point of diminishing returns where your bids have to go up and the value goes down. And at some point you need to explore other channels. Over the last three, four years, we've seen a huge adoption by those specific companies coming into a failure because it provides scalability, cost efficiency and new audiences that's where we've seen massive growth with those companies moving into affiliates and really changing the landscape and bringing on new innovation.”Bio:Kevin has served in a variety of sales roles at renowned companies, including AOL, Openbay and IAC. He has received numerous accolades for his leadership, sales training, and mentorship along with his digital industry expertise. His passion for startups and entrepreneurship has led to his working with some of the best and brightest companies in the startup space. Through his passion, charisma, determination and win-win approach to problem-solving, Kevin consistently earned the trust and respect of his clients.Prior to his successful career in sales, Kevin volunteered as a teacher with Citizen Schools and played professional hockey in Paris. If you catch him in the right mood, he may even tell you his favorite French expression.To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Through time, some of the strongest relationships have led to the biggest successes. Cory and Shawn from Boy Meets World were a dynamic duo, Turk and JD from the television show Scrubs are the traditional sitcom-bromance most friends envy. But what happens when friends become business partners? A powerful co-founder relationship is not just needed but relied on — especially when you leave a successful career to do your own thing. You need someone you can lean on, trust, and go to when things are rocky. That’s what Courtney Baber did when she launched The Route Beauty with best friend and now co-founder, Nancy Pellegrino. Courtney left a successful career with some of the biggest beauty brands in the game, Sephora, L’Oreal, and Urban Decay to bring her own skincare solutions to the counter in a big way. “When Ulta said, ‘yes, we want to launch you.’ I can't explain that feeling. I just laid down on the floor of my daughter’s room and just started gyrating, I don't take anything for granted. I built strong relationships in my career and people believe in what I can do; it's all about working hard and giving the retailer and the customer something that they need and they want.”Featured on Oprah, promoted by Khloe Kardashian, and sold on HSN, The Route Beauty is making big moves in the beauty world, now available on the shelves of big retailer, Ulta. I’m excited to bring you the story behind Courtney and Nurse Nancy’s beautiful and thriving partnership as co-founders of The Route Beauty, up next on Marketing Trends. Main Takeaways:Test out New Tools: There are so many new marketing tools and channels to get your message out there to the right people. Be creative by testing out new platforms. Not all of them will be here to stay, but the opportunity to be first on a new platform could be a great advantage for an emerging brand.Pivoting to Fill the Needs of a New Business: Think through all of your business options and have a sense of where you can take things if something happens to plan A. For example, you may find yourself needing to shift your plan from selling or marketing  B2B to D2C suddenly, or retail to online… complications occur for a multitude of unforeseen circumstances. Sometimes you get caught behind some insurmountable roadblocks and you’ve got to have a sense of where you can turn to keep the business thriving.Getting It Perfect: Especially as a new brand, with a limited number of skews on the market, it’s important to take the time to get every little detail of new products perfect before putting them on the market. You only get one first impression and making a good one is worth the extra time so don’t be afraid to push back on launch deadlines to get things dialed.Key Quotes:“I hit a point after we sold Urban Decay to L'Oreal -- I stayed on for four additional years as their head of marketing and merchandising -- and I was passionate about what I was doing, but I was tired of building dreams for other people, and I wanted to try to do it for myself. That's really why I took the leap of faith.”“I would have probably never done this by myself. I have a BFF, my skincare BFF, my BFF in life, “Nurse Nancy.” I've been her patient for over 10 years. And we always, when I would be visiting her to help fix my skin, And it was with these medical grade products and she would always talk about it. She always wanted to work together. And we both hit the same point at the same time. It was kind of this magical moment where we said, ``Well, let's do something together.”“When they said yes, when Ulta said, ‘We want to launch you.’ I can't explain that feeling. I just laid down on the floor of my daughter’s room and kind of just started gyrating, I don't take anything for granted. I built strong relationships in my career and people believe in what I can do, it's all about working hard and giving the retailer and the customer something that they need and they want.”“I couldn't be happier with the partner that I chose, but you really have to find that yin and yang and in a partnership like that, it's no different than a marriage.”“We’re going to test a new platform called Comments Sold  later this year, which is really interesting to me. It’s live streaming to your social channels and people can buy right then and there. It’s like Amazon live, like HSN, but it's really more targeted at your unique followers.”“It's kind of a challenging world, the influencer world. It’s gotten very hard to play in that space without spending a lot of money. When I was at Urban Decay we could get people to do things for us by just giving them early access to a product. You can't even talk to somebody without first paying the agent. So what we've decided to do is go kind of a much more micro route and really kind of build relationships at a grassroots level. And then also we've really built this group of what we're calling our “Routies” they're really are true brand devotees who have been with us from the beginning and they are influential. They're not millions of followers because but this group of individuals, we kind of have an affiliate program where they get some kickbacks from us. They love the brand, they love talking about it, but we also want to reward them for continuing to do that. So it's a small group of people like that. And then we're really how we were really growing our awareness and following and email list through working with like-minded brands that aren't skincare brands. They're hair brands or they sell chocolate that is high-end, or one wine brands  -- we all want to scratch each other's backs and all win together. And so that's been really successful.”“I'm not looking a lot at what other people are doing. I'm looking at what's right for our brand and what is innovative in other industries and the medical world. And because that's how we're going to be able to stand out and have a point of difference.”Bio:With more than 25 years of experience, Courtney Baber has built brands for some of the beauty industry’s top heavy hitters like Sephora, Urban Decay, Estée Lauder, and more. Courtney’s passion for skincare, makeup, and fragrance has led her around the world to help evolve the face of beauty—literally. She pioneered the path to debut up-and-coming beauty brands for Sephora internationally and was behind the global roll-out of Urban Decay to 30+ countries.She is a former Miss Ohio USA, and her mom was also a beauty queen. For Courtney, competing in Miss USA was about so much more than winning a crown, it was a once-in-a-lifetime opportunity that helped instill independence, perseverance and self-confidence. It pushed her outside her comfort zone—she believes if you are uncomfortable, you are growing.To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Having the right elements and the right design is critically important to reaching the right people the right way. Detria Williamson, the CMO of IDEO, has years of experience working with clients to create meaningful impact through design, and throughout that time she has seen the world of design shift and the buyers’ needs change. To meet those needs, Detria says it’s all about listening carefully to what customers are saying. “The new design buyer, they're CMOs, they're CEOs, they're CTOs, they're Chief Diversity Officers. So we really needed to make sure that we were expanding our listening ability and in terms of making sure that our services were known to other leaders across the C-suite. Articulating all of our communities and deeply listening internally and across all those communities. On this episode of Marketing Trends, I was excited to hear more about what it takes to actively listen and respond in today’s world. Plus, Detria and I got into how  she is helping to not just create more inclusivity, but allow it to become common practice across the industry. Detria has a revolutionary way of thinking about building her team of designers, seeking maximal creativity and diversity of ideas as the primary focus, and she explains it all in this episode. All this up next on Marketing Trends! Main TakeawaysInclusive Customer Experience: Break away from the idea that it’s only important to focus on diversity and instead think more about inclusion. You can fake diversity but true inclusion is harder to imitate. The New Design Buyer: As design has become more democratized and the design-buyer has changed, it’s more important than ever to tune into what they are asking for. Some of the leaders in these positions may not even know about the resources available to them, so there is an educational part of the process as well. Don’t Over-stack: The explosion of MarTech tools means that marketing solutions are abundant but it’s important to maintain a healthy balance in your budget to  ensure that you have the people and the resources to put it to use. Make sure you are constantly evaluating your tech stack based on what is performing and what is not. If something isn’t performing, get rid of it in favor of a tool that is a driving force for your business.  Key Quotes“The most well-known digital tool that I created while I was there is called inclusive customer experience. It really fell out of a design-thinking workshop that we were doing. So again, design-thinking has always been this kind of three-way savior.  I would say through my career, it's a safety net.”“Diversity can be engineered, but inclusion can't.”“There are so many CMOs that don't have the luxury, the privilege, or sometimes even the awareness to have design built into their budgets. So when you say design for inclusion, that requires intention and requires you to allocate financial resources and team resources behind it. What you gain from it is beyond imagination. Having a more inclusive brand and a more inclusive experience has to be designed for.”“The new design buyer they're CMOs, they're CEOs, they're CTOs, they're chief diversity officers. So we really needed to make sure that we were expanding our listening ability and in terms of, you know, sort of making sure that our services were known to other leaders across the C-suite. So articulating all of our communities and deeply listening internally and across all those communities.” “Three things from a design perspective: One is designing for inclusion. Two is designing for privacy, and three is designing for experience. CMOs have to do that.”  “You can't hire your way through [inclusion]. I don't think that that’s the only, or the quickest or most agile way to solve for CMOs answering to big challenges. Designing your way through them is the way forward.”“[I’m] not just looking at diversity in terms of gender diversity, in terms of ethnicity -- those to me are table stakes. When you hire radically inclusive leaders, those things just happen. They should happen automatically. But diversity in terms of, you know, how they gain their skills. If you go, and you actually recruit everybody out of San Francisco, that's grown up the same way that's come out of the same type of households. It's had the same track through the UC schools, — no knock against UC schools or the schools there — You're probably going to get people that approach a problem that come day to daya with the same sort of approach, they come with the same stories, the same way they attack problems. “You have to stay inspired and stay nourished. Because our agendas are wicked. They're just crazy. So that's one thing. It sounds again really simple, but if you want to stay confident, then you have to stay nourished. You have to stay inspired in order to maintain and sustain inspiration to your teams.““Make sure that your infrastructure is in place so that you can use MarTech to really align sales and marketing. It doesn't matter if you are a company of 20 or a company of 200,000, there's a stack out there for every size company. And MarTech is really the answer to aligning.” “There's new software platforms, there's so many, I call it the spaghetti stack. I think when you are trying to make that [MarTech] choice, it's really important to make sure that you have the support that you need from the new software tools. Make sure that you have that through line, especially I would say for smaller mid-sized companies.”BioCombine the outlook of a visionary with the rigor of a high-performing athlete and you’ll begin to get a sense of IDEO CMO Detria Williamson. She has spent more than 20 years as an innovative brand experience marketer who gives companies a brave push forward, bringing the discipline and mindset needed to create new brand ecosystems while building on the resonance and value the brand already has to its audiences.It’s an effort underpinned by two core beliefs: that focusing on diversity and having a growth mindset are important but far too narrow alone, and that inclusive experience is the center of gravity for a brand. This has led Detria to create the ICX (inclusive customer experience) approach. It’s a way to integrate all elements of the customer experience—how people are targeted, how products are designed, and how audiences and communities are shaped and formed—and to make sure the thinking is inclusive.While you are likely to hear her quip “we’re good to grow,” Detria believes a change mindset is the true requisite for new-age marketers. It’s one that is fixated on openness, not daunted by curveballs, and totally liberated through things that are new. How that has come to life: As Global Business Director for Emirates Airlines, Detria spearheaded transitioning their multi-million-dollar sports sponsorship budget from the time-tested practice of logos on jerseys to cultivating global sports communities using the power of media, video, digital, and sports celebrities.She joined IDEO as CMO with an outlook shaped by her experiences living and working in the US, London, Singapore, and the Middle East. It has given her a strong basis from which to build international teams with a global mindset, enabling brands to reach audiences and form communities across geographies and markets. With a proven record of developing high-value, high-impact brand experiences, as of 2020, Detria has grown over $5B in brand equity for clients across a variety of industries and categories, including Google, Capital Group, Discovery, and AT&T.To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Online shopping has exploded in the last year and with so much to choose from at the click of a button, many online merchants are finding the need to help consumers narrow down the options and find what they really want. Saksham Sharda Creative Director and CIO of Outgrow is here to help consumers with decision fatigue, while at the same time helping vendors get to know who is looking at their website.No-code tools such as Outgrow are valuable in social commerce. With consumers looking for answers at all hours of the day, chat-bots and other questions that lead you down a path towards what you’re actually looking for help remove the decision fatigue many consumers are facing as they just try to simply find what they want.On this episode of Marketing Trends, Saksham and I go deep on the relationship between developer and marketers, and how a cohesive relationship can get products to market faster. Saksham also explains how traceable campaign testing is helping marketers level up their strategy. Enjoy.Main TakeawaysTraceable AB Testing: Creating campaigns that allow you to test which ads or copy people to respond to is very helpful. Taking that a step further, using advanced software to track people where they went in your funnel will tell you what’s working, what’s not not working, and where you should be experimenting.The speed and usefulness of no-code tools: Waiting for developers to create the visions you have in your head as a marketer can be frustrating, and sometimes the time delay can be so great that it renders the findings less useful. No code, or low-code tools, are providing marketers with the ability to spin up tools more quickly and efficiently.Keeping Attention and Making Choices Easier is the Goal: The interactive nature of taking a quiz, short, easy and relevant, on a website does two things simultaneously. For one, surveys keep the users engaged with the material on the page and it can help them narrow down possible purchase choices. For the marketer, collecting more data about the way your consumer is thinking will help you provide for their needs more effectively. Key Quotes“No-code and A.I. is basically just telling you, [that] you don't really need to know much about coding. You just need to know the basics of building something.” “We have allowed people to make calculators, allowing businesses to make these tools easily that tell you an estimated cost of a thing, or a quiz that helps you choose. There's so much choice paralysis when I end up on someone's website. So as a podcaster, if on your website, I put a quiz saying, which of my episodes should I listen to first? And then you also have a particular question about the industry and then you give them two or three episodes. You’re making choosing easier.”“No-code allows you to see marketing differently and to see the entire marketing game differently and to understand that it's a game.” “Any marketing you do, 60% of it is going to be based on luck and only 40% of it is going to be based on all the hard work you put in.”  “The hardest part of the job is negotiating with developers. One thing to understand, especially in marketing, is that the market does not favor your coding skills or how great a developer you are. What the market favors is creativity.” “What you can easily do is get a bot template to customize it. [You can] add your own questions, et cetera. As no-code works, there's a very simple function called duplicates. You just duplicate that chat bot into three chat bots and you put three of them on your website and different instances. Then you measure which one is working better. The analytics part is such an important part of the software, because you can keep constantly improving on what's already there.” “When I think of Omni channel marketing, I mostly think of how I can recycle the stuff that's doing well on one particular channel to other channels.” BioSaksham Sharda is the Creative Director and CIO at Outgrow. Throughout his career he has specialized in marketing and web development, particularly in relation to interactivity and data science. Interactive experiences designed by Sharda have been featured on TrendHunter, ProductHunt, New York Marketing Association, Alibaba, TechCrunch, and Digimarcon Silicon Valley. He is also the host of the Marketer of the Month Podcast which has featured guests including the co-founders of Wikipedia, Forbes influencers, and Pulitzer Prize winners. He has also contributed to The Huffington Post, Borrowers and Lenders, and Shakespeare Bulletin. To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

On the show we hear over and over again that marketing and sales need to find alignment and that data needs to be a big part of that. Kevin Tate is the CMO of Clearbit, a company that is taking an entirely different approach when it comes to data quality and coverage.  Clearbit is a tool for marketers to use to better understand customers, identify future prospects, and personalize marketing and sales interactions. And if there is one thing Kevin knows, it is the importance of quickly aligning the marketing team’s vision with the customer perception and the needs of the business.  I was curious how tried-and-true marketing pillars have influenced the way Kevin runs his marketing department, so I asked him…“One of the things I've learned being on both sides of the sales and marketing equation is that there has to be a balance between marketing's vision for how we want to be viewed in the market and here's how we want people to think about and value what we do. Then there's the sales reality of [being] on the phone with this person, and they're asking for X, and there has to be a really close alignment between how do you help reframe or guide the conversation, but how do you also understand and listen to what that customer is asking for?”On this episode of Marketing Trends, Kevin and I go deep on why static or stale data is leading marketers down a precarious path when it comes to their data management. We also touch on how Clearbit is not just another data vendor, but a company that’s doing radical things when it comes to empowering marketing. I hope you enjoy this episode. Main Takeaways:Combining Sales and Marketing Knowledge: There can be challenges related to aligning the marketing vision and sales objectives. Often there needs to be some time spent reframing with the client to guide them towards mutual interests. The marketing department has objectives for reach, the sales team has goals for moving the product, and the client on the phone has needs that you need to service. All three of these things need to work in concert. Content Marketing to Marketers: Content that is useful to your clients can be a great marketing tool. Blogs, eBooks, how-to guides, and reports are all good tools that can add value to your customer or prospective customer.   Funnels are Dependent on Good Data: To be able to hone in on what changes you need to make in your marketing mix requires that you have immediate and good data about your potential consumer. Especially with Product Led Growth companies the funnel that you build needs to have the most accurate information about what consumer are responding to and what they need. Connection Between Your Email Efforts and Ad Efforts: The most valuable thing you can have is a first party mechanism that will give you the most accurate data about the way that your email marketing campaign is supporting and working with your other marketing efforts. All of your marketing channels need to work together for a cohesive and effective marketing strategy. Key Quotes:“There's two parts to Clearbit, there's the data -- and we have data about every company with a website that we collect from hundreds of public sources. Then there's what you do with the data, which is the platform we have to put that data to work in your ad campaigns. Personalizing your website, shortening your forms, enriching all your other systems. We're trying to remove friction. Then on the operations side, having rich real-time data from the front to back of your revenue operations, that ends up mattering a lot. That's what people are doing with Clearbit.” “Clearbit is getting pulled into a company that is implementing an ABM strategy and needs the data and more importantly, the integrations to put that data to work at all the different points in that marketing and sales funnel.”“Product Led Growth companies [have] built funnels that depend on really good data to know of all the people trying [the] product and all the people giving intent signals, and all the people experiencing the product through its life cycle. ” “ The value that a company creates is linked to its product roadmap. You can extend the value beyond that roadmap. One is building things on top of it, and that's what we're doing in the growth engineering team.”“One of the things I've learned being on both sides of the sales and marketing equation is that there has to be a balance between marketing's vision for how we want to be viewed in the market. And here's how we want people to think about and value what we do. Then there's the sales reality of [being] on the phone with this person, and they're asking for X, and there has to be a really close alignment between how do you help reframe or guide where you can the conversation, but how do you also understand and listen to what that customer is asking for?”“We're using marketing technology to sell marketing technology technologists. First from a market perspective, I think we're fortunate to be in a really interesting and fast moving time where almost anyone would agree that the B2B funnel switching toward digital and online buying has really raised the importance of data and understanding. Now that much of the sales experience is mediated through these touch points/  Maybe it's chat, maybe it's email, maybe it's the website, all those need data to perform the best they can. A lot of times that comes down to how can I reduce friction or increased speed or increase the relevance of that, of that app based interaction.”“There's apps that are doing all those interactions, and then there's the data that's providing that foundation and making sure everything is as smart as it can be when it's doing that. That's the world we see on the horizon. Trying to be really thoughtful around growth, how do we make sure that we're creating and capturing value in the most important ways in that landscape? You can do a ton of things with Clearbit, but what are the things that are going to have the most and the most lasting impact on our customer's pipeline, on their ability to predictably create revenue.” “If you've got a first party mechanism to understand the connection between your email and ad efforts, and what's happening on your website, and then you can tie it back to a data platform with Clearbit, that makes a huge difference.”“Part of what Clearbit does is we have eBooks, we have a lot of blogs, recipes, and how-to guides. We have things like the Visitor Report that provides insight as a free to use tool.So we learn a lot by seeing who is engaging with those things, in what way, and where does that suggest they might be on their journey. I believe that one of the things that is invaluable about the shifts we've seen in B2B buying is that they are going to be in control of their own journey, right? They are going to learn how they want to learn, and they're going to raise their hand when they're ready. We try to be as attuned as we can to where they are in the process and where we can help.”Bio:Kevin Tate, the CMO of Clearbit has amassed 24 years of Sales, Marketing & Product leadership experience with firms serving G2000 brands and agencies. Kevin has led go-to-market for Software (SaaS), and Professional Services and Hardware-enabled SaaS companies. He is a sales and Strategic Marketing executive with deep domain expertise in Enterprise SaaS, eCommerce, Digital Marketing, Social Media and IoT. Kevin is a graduate of Stanford University. To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.   ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Here’s an age-old marketing truth: sex sells. But marketing sex, or sexual wellness for that matter, can be a tough subject to bear. Within today’s oversaturated marketplace, marketers are fighting not just for attention on shelves and landing pages, but also for customers’ eyeballs. But when you’re marketing a taboo product, such as a sexual wellness cream, those challenges are magnified and building product awareness becomes your number one goal.“This is a category that people don't even know is something that they're missing. There is no need-gap. You're filling as much as building an aspiration. There is a product here that's going to improve your sexual function. And this is something it's a first of its kind, it's a breakthrough. That’s Bulbul Hooda, Head of Brand and CMO for Vella Bioscience, a CBD-infused pleasure serum designed to act as ‘Viagra’ for women. On this episode of Marketing Trends, Hooda joined me for a candid conversation on the challenges she faces as a marketer marketing a product that consumers might want and need but could be nervous to approach. She discussed the need to normalize products such as pleasure serums, how Vella Bella manages goes about product awareness, and to succeed in a competitive eCommerce environment. Enjoy this episode.Main Takeaways:Marketing a category that people don’t know exists: When you have an entirely new product category, you have to get the word out about what the product is before you can convince people that they need it. Doing unbranded campaigns in a market like this can go a long way to educating your prospective customers.  Marketing to Gen Z: As the next generation, Gen Z, has more spending power, their unique interests, and purchasing priorities are starting to affect markets and the products on offer. Gen Z is tending to use wellness categories, self-elevation, and self-improvement. Test a variety of channels before launch: Test your systems to ensure everything is correctly in place before launch. Run a silent campaign to see if things get rejected. Test whether email might be a stronger channel and shift resources away from social or put effort into retail play. This mixing and matching are better the more and you also need to be analyzing that. Power of Agency Partnerships: The debate about whether or not to use a marketing agency or to keep everything in-house has pros and cons any way you cut it. The benefits of hiring an agency include tapping into their resources both in terms of manpower, time, expertise in a specific field, and relationships they already have in the market.   Key Quotes:“This is a category that people don't even know is something that they're missing. There is no need-gap. You're filling as much as building an aspiration. There is a product here that's going to improve your sexual function. t's a breakthrough. To create that I needed to have those skillsets in my arsenal. Believing in my intuition, obsessively knowing my consumer. The third bit is building a brand together, piece by piece and that is something I truly learned at Unilever.” “Two things were happening because of the pandemic. Beauty was declining in color cosmetics. North America is a color cosmetics market. Second, what we are seeing is Gen Z becoming a critical purchasing group. Younger kids have more money, they're buying stuff, and they are leaning towards wellness categories, self-elevation improvement.” “[Social advertising issues] were definitely a small setback, learning every time we put an ad out, our website would get blocked. [Then] you [have to] wait out seven days. Thankfully we were testing this two months before launch. We use social both for organic community, but also for advertising. We collect email signups through our ads on social media. So we now know that we are only talking to people who are genuinely interested and therefore email marketing has, I can't say that it has completely replaced social media advertising, but it has arrested a lot of that loss for us. It’s 30% of our revenue channel. Beyond that, we use paid search. Ads on Google, both display shopping and search words, and then what we use social media for is advertising through influencers. Influencer strategy combined with email strategy has helped us navigate the restrictions on Facebook ad blocks.”“I do come from and believe in agency partnerships. My entire marketing team is external. We’ve got somebody who looks after just PR and influencer strategy. There is another agency that does social media, community management, and yet another that’ll do the website and all the updates. Digital marketing, that's a separate leg. The fourth one is a creative agency. While I truly believe in grooming and leading the team, and I've done that, there was just that need in the startup structure to get to market as quickly. Now we are starting to look through the structure and build the internal team. I deeply value all the four agency partnerships that I have.” “[Because certain] payment processors do not allow CBD products what you need is an additional app [for that] and we use Pinwheel to navigate that. The second [issue] is in paid search. If the product has CBD, the ads cannot be targeted to people under 18 years of age, which for us was not a problem, given the age of consent is 18. There is a third: shipping the product internationally. In a lot of countries, you cannot ship CBD products, Canada even. So we will need to set up a manufacturing plant in Canada.” “Everything is first set out as KPIs and then measured for paid advertising. For Google, we set out a return on advertising, spend ROS, KPIs at the beginning of every month. That takes into account competitors' performances, the landscape itself if there are any advertising regulations that have changed so on and so forth. And at the end of every month, we will evaluate where are we versus our goal? Exactly for that email marketing, we sent out, what are we hoping to achieve? It should give me a lift of 23%- 24%.” Bio:Bulbul Hooda is brand creator and chief marketing officer at Vella Bioscience. She has nearly 15 years of experience building & growing award-winning brands by devising their strategic positioning and creative vision along with commercial strategies for long-term revenue growth with a strong commitment to product innovation. Over the course of her global career at powerhouses like L’Oreal, Unilever, and Shiseido, Bulbul has proven success in assessing and meeting consumer needs, engaging target demographics, and directing powerful multi-channel campaigns.Hooda holds an undergraduate degree from Delhi University, along with an MBA from MICA, a top business school in India, and a master’s degree in Cosmetics and Fragrance Marketing & Management from the Fashion Institute of Technology in New York.Hooda is a fierce advocate of diversity and inclusion. As a woman of color, raised in a military family that fostered in her a strong sense of self & individuality, she understands that the privilege of her upbringing requires her to support and uplift other women’s voices and experiences, particularly in the beauty and wellness industry.To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Double-tap — or in some cases just tap — to like. Those little filled-in hearts and thumbs-up used to be the currency of marketing campaigns. How many did you get? Then bots disrupted, and the market for selling likes got out of control. Brands started wising up to the super high customer acquisition costs they were seeing in their marketing reports and they wanted to trim the fat, to know more about who was seeing what and for what reason? Passionate about intricate marketing details like these is Dave Fink the CEO & Founder of Postie. He’s seen a lot of change in the social media marketing landscape in his times on the scene. “We were starting from an authentic place, which was a need for more control over our growth - beyond the behemoths that are social and search. Watching those channels take more and more power, and marketers lose more and more power over their growth trajectory, but not wanting to acquiesce and give up all of the technology and tools and data and measurement and predictability that comes from those channels.”The realization that social media marketing on Facebook was extremely volatile and based solely on large corporate algorithm decisions made by the tech giants sobered Dave into action to move away from relying on paid social media and into the physical mail sector. On Marketing Trends, hear more about how Dave built Postie into one of the most data-driven marketing platforms and how companies within the Fortune 500 are using Postie to level up its customer experience. All this next on Marketing Trends.  Main TakeawaysAdvantages of Direct Mail to Marketers: There is so much data and 100% of the possible market to be reached, physically with direct mail marketing. So much focus has been spent in recent years on tracking clicks and cookies and other digital marketing metrics that the cost of direct mail marketing has gone down and the effectiveness of it remains high.Generating Data for Direct Mail Campaigns: To be effective in direct mail campaigns you need a lot of data that can support predictive modeling and auto-optimization. All of this data can be fed to computers thereby increasing the effectiveness of machine learning. Direct mail in the modern era is about using data to micro-target the best possible consumer.Invest in having good mentors: The difference between business owners that have and utilize the wisdom to be gained from mentors is significant. Be aggressive and seek out the mentorships and curate those relationships, as it will be of great advantage to you. Key Quotes“We were starting from an authentic place, which was a need for more control over our growth - beyond the behemoths that are social and search. Watching those channels take more and more power, and marketers lose more and more power over their growth trajectory, but not wanting to acquiesce and give up all of the technology and tools and data and measurement and predictability that comes from those channels.” “We think about data and insights probably in two different buckets. The first bucket is direct mail. It’s a channel that can provide big data, both first-party data, and third-party data for all sorts of miraculous things —  predictive modeling, auto-optimization. The same kind of characteristics that social has. You get better with bigger data and you get better with testing and insights. A core focus of Postie is big data and machine learning, The biggest product focus that we spend our time on is thinking about how to give all advertisers access to the same data and mathematical advantage that they get from other channels.”“We think about monster companies like Airbnb, Uber and Lyft -- those are still emerging brands, innovators, and disruptors -- then there's the Fortune 500 that almost always falls in the enterprise -- we service both sides. The other is, ‘Is this a brand that's currently invested in indirect mails as a core channel, or is the brand on the complete opposite of the spectrum?’ Depending on what quadrant a prospect or a client falls in will determine how we engage with them and what the education process looks like and how we think about their trajectory in the direct mail channel.” “Think about direct mail as a very specific individualized channel. It's a part of your marketing mix. Those advertisers that I see taking advantage of it with the best performance, with the most scale, most control, are those that start not thinking about just ‘How do we make direct mail work?’ But, ‘Who is our customer base? What are our core marketing objectives?’ Then thinking about a holistic plan for attacking those goals and affecting the achievement of those goals positively. Direct Mail can be a high performance, highly scalable component, but it all starts with markers and understanding, and being honest with themselves around what they're looking to achieve both in the short term and the long term.” “Remember the days when Facebook advertising was all about building your fan page and buying likes? That wasn't that many years ago and at that time I was involved in many brands that had seven, in some cases, eight-figure annual budgets building monstrous fan pages and investing in even bigger budgets of in-house content creators to engage those fans through storytelling. Then Facebook decided to reach those fans, we're going to charge you. That was the warning sign.” “A start-up is a living breathing entity, and it's a journey, and there are good moments and bad moments, good days and bad days if you're in that bunker with someone else. As a co-founder, that's invaluable. One piece of advice is you've got to have multiple mentors and you have to invest in those relationships. The difference in people's careers that I've seen when they have had mentors versus when they don't have mentors, it's a night and day difference. BioA 15-year consumer-internet veteran Dave Fink, CEO & Founder of Postie, is a revenue-focused entrepreneur. With a passion for creating disruptive business models and unique monetization strategies, Dave focuses on discovering opportunities to drive rapid growth. His creative, yet data-driven approach to marketing and monetization has generated hundreds of millions of dollars in revenue for ad-tech, lead generation, and commerce companies. Over the last decade, Dave has launched and scaled over 20 consumer-internet businesses. During the early part of his career, he created performance-marketing platforms helping brands as diverse as Walt Disney World, Proctor & Gamble and The Gap adapt to the rapidly changing digital media strategies available in the internet world.At Intelligent Beauty, he incubated digital media and eCommerce brands targeting fashion, beauty & health verticals. While leading the monetization strategy at the celebrity-commerce company, BeachMint, Dave established the customer acquisition strategy that successfully launched consumer brands with celebrities including Kate Bosworth, Jessica Simpson, Rachel Bilson, and Mary- Kate and Ashley Olsen. At Science, Dave leads the marketing and monetization strategies, platforms, and teams to help the growing portfolio of businesses find a path to rapid growth and scale.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There are few things in life that are not volatile. The stock market rises and falls, much like a pendulum swinging from left to right. Crypto is viewed as a rocket ship, but it’s returns remain mostly inconsistent, and the housing market has seen its fair share of crashes over the years. But if you’re looking for one asset class that bucks the trend when it comes to volatility, fine art might just be it.For centuries art has been seen as an avenue for the rich and famous to flex their wealth, but Masterworks believes it’s business model of allowing everyday consumers to invest in multi-billion dollar pieces of art, is shattering that glass ceiling and democratizing art for all.“We consider ourselves fiduciaries or financial advisors. We're doing that because art is a very confusing and brand new asset class. We're the only ones enabling access to this $1.7 trillion market. From a suitability standpoint, to let someone Yolo their life savings into a Banksy is not something that we want our customers to do. We don't think it makes sense for someone that has a $5 million retirement portfolio to put in a hundred dollars. So we'll tell that person, just keep your money; keep the cash; put it in stocks. So we're really getting people, not only to understand what is art as an asset class, why is art important, but to make sure they're investing responsibly and investing a part of their portfolio, that actually makes sense.”Michael Wenner is VP of Marketing and Director of Business Development at Masterworks, a platform that lets everyday consumers invest in pieces of art such as Banksy, Kaws, and Basquiat. Michael joined me on this episode of Marketing Trends to discuss how Masterworks is using centuries of data to its advantage to not just identify which pieces of art the company invests in, but also why they are opening that data up to everyone. Michael also dives into why he is bullish on content marketing, and how Masterworks views itself more as a financial institution rather than an art gallery.  Enjoy this episode.Main TakeawaysData Strategy: When you need to get the attention of your prospective audience in a big way, you need to offer them something that is useful to them. Creating a large set of data about your field or industry that you can leverage to engage clients and leave a good impression with them is a great way to make a splash. Marketing a new asset class: Education is the keystone of grounding a good marketing campaign for a product or service that doesn’t have a market yet. You’ve got to get creative and think about what you can do to bring value to your potential consumers.Content Marketing Doesn’t Work: There is an argument to be made that annoying your customers, and prospective customers with an array of content emails, that can trigger bounce rates to go up, is not worth that loss. Those email addresses represent dollars and you should take every opportunity you have in front of your customer to serve them with your products. The most effective approach can be that of brute-force. Be direct with your potential clients; do whatever it takes to get their emails.Key Quotes“We always talk about how Facebook it's such a great platform, that people have given so much information about themselves. LinkedIn is giving you much more relevant information. You can tell exactly how wealthy and how successful someone is. So we don't really do role-based targeting or job-based targeting, but it's really incredible that by what you're able to do by brute force. [Linkedin’s] technology's obviously not as good as Facebook, but you can figure out how to set up targeting campaigns. You can get to the wealthiest, most successful people on earth. It’s going to cost you, but if you can convince them it's the best way to do it.” “We consider ourselves fiduciaries or financial advisors. We're doing that because art is a very confusing and a brand new asset class. We're the only ones enabling access to this $1.7 trillion market. From a suitability standpoint, to let someone YOLO their life savings into a Banksy is not something that we want our customers to do. And we also don't think it makes sense for someone that has a $5 million retirement portfolio to put in a hundred dollars. So we'll tell that person, just keep your money; keep the cash; put it in stocks. So we're really getting people, not only to understand what is art as an asset class, why is art important, but to make sure they're investing responsibly and investing a part of their portfolio, that actually makes sense.”“Our data science team has been doing incredible things. We have the largest proprietary data set of art market returns. We took 50 years of art auction results that were all published physically in the Sotheby's and Christie's pamphlets. We had a team of about 25 interns go in and [enter], this piece of art was bought for this and then sold for this. And we created this huge database to bring it all together. No one else had done it because it's a pain [to do so].. So we created this database, and our data science team was then able to look at using A.I., all these different, fascinating insights, which artists markets are returning the best, which years within those artists markets, even which type of art. We were able to single out contemporary art, post-World War II art, coming from this time period. We're seeing that it has this type of returns.” “You look at is as art or it's a $1.7 trillion market. And until Masterworks, there was absolutely no way to invest in it. hose who did want to enter it,, who wanted to build a diversified portfolio would need tens of millions of dollars. You could buy one piece. And if that one piece went down in value,you'd spend a million dollars on it and you weren't diversified, it's not really a secure asset or a strategic asset class.” “Our goal is to educate people on art as an asset class. If people get excited about investing in art and they Google it, we're the first search result and we always will be. We are so happy to give our research away. We're working with other banks in investment platforms to educate them, give them all of our data, give them our price database, show them how different artists markets have different loss rates in different correlations, because we want to educate everyone. Not only are we getting new people into the asset class, but we're also growing it at the same time. We can actually have a huge impact on the market and we consider ourselves one of the top buyers in the art market.” “I used to do content marketing and I really disliked it. e just don't think that has any value. I'll tell you why: our user base is very interested in two things, diversity and returns. Diversity, meaning investment diversity diversification. So when we email them we want to give them those two things. We only email people with new investment offerings. We don't want to bug them. Something that's really important to us is our email list. So if we're sending content (which we have in the past, and that gives us higher unsubscribed rates.) We're just not going to do it. We think of our email list as currency. If we're going to do something to devalue our currency, we're not going to do it.““I see NFTs not having a similar impact. I do not believe NFTs are a strategic asset class. Strategic asset classes are ones that have been around for awhile. It can be part of a portfolio. NFTs have a false sense of scarcity. You're basically putting a JPEG on the blockchain and calling it scarce, even though you don't own any of the IP. I am short on NFTs.”. BioMichael Wenner is Vice President of Marketing and Director of Business Development at Masterworks. Michael began his career in finance doing sales and trading for five years. Near the end of this time, he started shifting towards doing more marketing, especially digital. He started a newsletter called MarketSnacks that was eventually acquired by Robinhood. Then he went to work in FinTech at YieldStreet before stepping over to Masterworks. To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Swipe right on... Twirla? Creating ads for a contraceptive patch on dating apps is emblematic of the innovative approach that Amy Welsh, the Vice President of Marketing takes at Agile Therapeutics. Welsh has no shame in working with marketing agencies to utilize the advantages that they offer, while also maintaining close control of her brand’s integrity.  It’s safe to say, Welsh has no shame in taking a different approach that spurs traditional marketing tactics“The novel -- the different ways of doing it -- is strategic media partnering,” Welsh said. “For instance, [at Agile] we were able to be the first contraceptive to advertise on dating apps like Match. I couldn't have done that if I didn't have somebody outside who was street-smart, and partnered with us to appropriately come up with a plan for that.” Welsh continued,  “I want to ensure that the marketing team is the brand steward. We better know our brand better than everybody. And I want to use my agency for things that I don't know or can't do. It's a bit of a hybrid but the marketing team better be the brand stewards and the strategists a hundred percent.”Launching a contraceptive in the middle of 2020 might not have been the tactical dream for Welsh, but she did it anyway. Welsh has alway acted quick on her feet. It’s part of what makes him a good marketer and it’s part of what made this conversation with her so fun.Throughout her career in big and small pharma Amy’s launched many products and is a fountain of wisdom for having had all that experience. As she creates a new team, for a new company, in a new product market, her thirst to innovate is high. She’s found a need to create new roles for people who can specialize in marketing on popular new tools and apps. On this episode of Marketing Trends, Welch explains the unique challenges of marketing to Gen Z as well as creating awareness for an entire product class; she also talks about how she is creating new roles on her marketing team. I hope you enjoy this episode.Main TakeawaysMarketing to Gen Z: New iterations of media modalities require tailored marketing tactics. Marketers are treading water and testing out the best ways to market to this upcoming generation. Thinks that worked for millenials, don’t necessarily work on a younger generations with different values and needs. Getting in front of your audience via advertising on apps and other new media, is the way of today. Campaigns that are Purely Educational: When your product market is so young, and largely unknown to your target audience, you’ve got to embark on some educational campaigns. You’ve also got to listen, which means asking the right questions -- actually talking to people so you can learn what they are looking for and gathering feedback and data from those conversations is priceless for marketers. It’s a brandless campaign that’s teaching consumers about what it is and it’s an important foundation for marketing in a product field. Creatively Building Teams: Sometimes the positions that you need filled don’t really match with traditional job descriptions. As new needs in new markets arise, CMO’s and VP’s of Marketing are creating new roles in their teams to address advertising on new social media platforms. Marketing Needs to Learn from Sales: Market research, focus groups and other methods of gathering information about your audience are all helpful but if you have sales reps that you can talk about the reaction and perception of your product to your customers, you can learn so much about what you’re doing right and how you need to shift to address the needs of your customer better.Key Quotes“This felt like an opportunity to authentically connect and not push the brand. Pharma loves to push our agenda. Let's just sit and build a community and listen, ‘Does she even know patches exist?’ or ‘Does she know 15 or more options exist?’ And almost even more importantly, ‘Does she know things are changing? t the time, the ACA allows you to get any one of these options for free,’ so we started this campaign, shortly after I got on board in the middle of the summer called the ‘I'm so Done’ campaign where we just really wanted to have some fun and educate, and build a community before we were going to be all in.” “[In this industry] understanding Planned Parenthood and Student Health Clinics [which] are big in my world and the different marketing challenges there [are critical.] How do you make yourself meaningful there? It's telemedicine, but bigger than telemedicine. It's understanding the digital entrepreneurial world. What are the new businesses out there and what's next for either Twirla or Agile? Because we're not just a patch company, we're a women's health company.” “The novel -- the different ways of doing it -- that is strategic media partnering. For instance, we were able to be the first contraceptive to advertise on dating apps like Match. I couldn't have done that if I didn't have somebody outside who was street-smart, and partnered with us to appropriately come up with a plan for that. I want to ensure that the marketing team is the brand steward. We know our brand better than everybody. And I want to use my agency for things that I don't know or can't do. It's a bit of a hybrid, but the marketing team better be the brand stewards and the strategists a hundred percent.”“I only have so many dollars, so every bit of it better go to the person that actually can and will consider my product. In the beginning for Twirla, my challenge was to let [the consumer] know that a patch even exists as a birth control option. And a patch named Twirla is the better option for you to consider. Twirla is not only getting new patients, but they're all staying (no pun intended), they're sticking with us. For the first year, I needed to make sure that everything we were doing was firing on all cylinders against the right eyeballs and no wasted space.” “You have people that may defer to timelines rather than thought. You have people that worry about budget -- you should always worry about budget -- but [they] maybe sit on a big idea that could have advanced things. So, how do you set up an atmosphere [respecting] the budget, but [also] let's talk about something that we love every month. Let's talk about something that we were inspired by every week.”To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Bobby Jania, VP of Product Marketing at Salesforce understands how to look at a potential problem, reframe it, and utilize it as an asset. His ability to understand technical nuance, thanks to a degree in computer engineering, qualifies him as a leader in this space. Understanding the basics of how things are made, and then taking a step back to look at the way those little details are fitting together to fulfill the mission of the company is one of the big reasons why Bobby is where he is today as a marketer. On this episode of Marketing Trends, Bobby joined me and discussed where marketers might be going wrong as they implement customer-facing A.I. His can-do attitude, despite adverse circumstances, means more productivity around the clock as employees in different continents are able to keep work going when the sun sets over the US. “We're leveraging the fact that there are people in Japan and in Australia and in the UK on the team. It's not a barrier anymore. For some stuff when I log off, I know they're going to pick it up, and it continues on through.”  Keep that train of progress moving forward, that’s the Bobby Jania way. We uncover some nuance from the annual Salesforce State of Marketing Report, and see how marketers across the board are revamping the way they work in their craft. All this, up next on Marketing Trends.Main TakeawaysKeep Mission and Vision at the forefront of all your Work: Keeping company values at the forefront of your mind can give you clarity on tough decisions that come up. Revisiting your company’s mission and vision on a regular basis can help everyone make more mission-oriented decisions in their daily work. Everyone needs to feel the pull forward through that common company vision on what the work is that you’re doingMarketing Through Cookie Disruption: Brands that are not already keeping a first party database have suffered most with the end of cookies as we knew them. Companies are expediting new marketing solutions and strategies to fill in this unforeseen void. Marketers now need to rely more on first party data, getting consumers to willingly type in their name and email on a company website, while also acknowledging a website’s intent to track their information, instead of third party cookies.Leveraging Artificial intelligence for Marketers: Marketers have to be careful with the use of A.I.when it is customer facing, especially when consumers are interacting with that technology to solve problem. Consumers are more likely to forgive the use of a robot in a customer service funnel because they understand the need to streamline the influx of help tickets. However, if you try to pass this off as a “real” person, when it’s still easy to tell when you’re communicating with a chatbot, people will become frustrated. They need to know they can escalate their request to a real person at any point.Key Quotes“It's really hard to make things simple. Mark Twain is credited with the whole idea of, ‘I would have written you a shorter letter if I had more time.’ It's that idea that to make something simple is really complicated.” “Salesforce recognizes the strategy and tactics that got us here today are not the ones that will get us to the next step. So there's this constant push, not just with the products we launch externally, but even internally. How are we going to do it differently than before so that we can keep this growth and keep this scale going?”“I really had to start trusting my direction, into what I could delegate. Now a lot of it comes down to the priorities. There are certain things I will dive really deep into. Certain products, certain features, certain review meetings I will get very, very deep in. Then there were other ones that I would have stayed at a very high level and get more of the readout of what's going on, than be in the trenches, making the decisions.”“There's probably been more disruption this year than I've ever seen before, as far as what was important. What strategies changed? What are the metrics that you look at that changed? As you can probably imagine, video channel value dramatically went up this year because we're all sitting at home, right? “We're leveraging the fact that there are people in Japan and in Australia and in the UK on the team. It's not a barrier anymore. For some stuff when I log off, I know they're going to pick it up, and it continues on through.”  “If you're going to have an A.I. interface directly with the customer, and if it is trying to have dialogue, typing and chatting, you need to be transparent that you're talking to an AI bot. I've seen backlash when they try to pretend it's a human, and then, you can ask it certain questions, and very much tell right away it's not right. I think people are okay with it as long as they know.”“It is amazing to see the number of marketing vendors and solutions enter the space because it just shows how much innovation is still yet to come. I've been in this space for almost a decade and the amount of marketing solutions that are out there then versus today is orders of magnitude different. They're all doing new and different things. We continue to find new ways to innovate in that space.” Available EverywhereApple Podcasts: {{Apple Podcast URL}}Spotify: {{Spotify Podcast URL}}Google Podcasts: {{Google Podcast URL}}To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There’s a growing concern bubbling beneath the surface of marketers feet. Third party cookies are going by the wayside. This has been a really effective tool that marketers have utilized for years to target specific populations they deem are more likely to be interested in and purchase the products they’re selling. Moving forward, marketing in the digital space is going to look a bit different. Some say it’ll be survival of the fittest, others argue your data strategy should already be so robust you shouldn’t be reliant on off-the-shelf data. Everette Taylor is the CMO of Artsy, an ecommerce platform that allows users to buy art from anywhere in the world with the click of a button. But while most marketers are doing a deep dive into their cookie strategy, Taylor’s focus remains elsewhere.Main TakeawaysFocus on What Works, Not What is Not Working: Marketers have a tendency to focus too much on the products and services they offer that are not working. While it can be a good idea to address areas of weakness in your marketing strategy, it’s also important to invest your energy into the aspects that are are doing well.Your Content Reflects Your Strategy: Your content has to be a direct representation of your target audience. This means you have to have a grasp on who your customers are, what they are buying, and what is important to them and make sure that your content reflects those pillars. When you create blog posts and videos around things that do not reflect your target audience, it diminishes your brand perception, which should always be your number one priority.Act Like a CEO, Talk like A Marketer: When you ascend to the role of CMO, you can no longer think like a marketer. While it’s important to have a grasp on things such as brand perception, and awareness, it's more integral for the business if the CMO has an understanding of how problems its departments impact the overall business.Key Quotes“Sometimes marketers get distracted by the things that aren't working instead of where things are really working. What we realized is that our biggest growth channel was through affiliate marketing. Believe it or not, there's a huge economy of courses, of people teaching people how to grow a business or do this or do that. We realized that those were some of the best affiliates because people are taking their courses, trying to build their businesses and our product was great for people trying to build their brands and build their businesses.”“One of the things that I'm seeing in digital marketing is a lack of innovation, because people will become,so number focused. ‘We're going to do this thing. This thing works, we're going to scale, you're doing this way.’ People lose sight of how important brand perception, brand marketing, brand equity is in the grand scheme of things as well. It's interesting to see that shift, but it's, it's more than just the numbers for sure.” “There's a difference between being a great marketer and a great CMO. As a great marketer, you can grow the company. You can do things in the first year, but to be a great CMO, and be a great leader of a marketing organization, it takes longer.” “Before Artsy existed, no one was buying art online. People had to physically go to a gallery, and go to a show, or have the connection to a potential art advisor or a gallery. Now we've provided the ability that any, and everybody can collect art from around the world. Our average artwork gets shipped 3000 miles from gallery to [destination]. For us, the ability to really democratize the space, create a more open space for people to buy art, to make art businesses more fluid in the way that they do business and to reach new people....That just opens up the game for everybody.”“At one point, Artsy used to write about everything, and create content about everything. Then we learned very heavily into the market and made sure we served experienced collectors. Now we're leaning into that middle point of understanding there's something about brand-building. Building brand perception and reaching an audience that may not be as savvy as the experienced calligrapher. So building content for that too, but our focus is going to be on the experience collector, and that data and that wealth of data that we have to share and the types of things that they want to see, but also understanding that content is also important for brand perception and brand building as well.” “People don't know what they're capable of until they do it. One of the things that I try to do with my marketing team is always inspire them to go outside of their comfort zone and realize what it is that they're truly able to do and what they're truly able to accomplish.” “We have the audience. Right now our top of funnel has been as strong as ever, even in a cookieless world. I'm not going to give away secrets, but we are crushing it. On top of that, the biggest opportunity for us is that we have amassed the world's art collectors. How do we re-engage them? How do we inspire them? How do we make them want to use Artsy on a daily basis? That's the biggest opportunity. I ain't worried about no cookies.” “People are getting saturated with digital advertising. The things that catch my attention are real world things, like out of home, direct mail, experiential, and cool partnerships. Things that you got to continue to hit the pavement with. Your digital marketing and paid acquisition and things that you have to do. But at the end of the day, it's really like 360. You've got to think about how you're going to touch people everywhere.”Available EverywhereApple Podcasts: {{Apple Podcast URL}}Spotify: {{Spotify Podcast URL}}Google Podcasts: {{Google Podcast URL}}To learn more, click here: {{URL of detail page on found on www.mission.org}}---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Athletes are constantly striving to find their unfair advantage, and most businesses are no different. It’s one tangible thing that sets us apart from our peers that makes us stand out. In late 80’s Nike searched for their unfair advantage and found it in Michael Jordan and the Jumpman brand. Apple was floundering in a market dominated by its competitor until they brought Steve Jobs back into the fold and the rest is history. Marketing in a crowded segment, such as CPG, those unfair advantages are few and far between. Brad Charron, knows what it’s like to battle those brands flexing their unfair advantage. Brad has fought an uphill climb during his days at Under Armour, Lucky’s, and now as the CEO of Aloha, he’s bringing the heat to its competitors.“There's a lot of choices we make in terms of what goes into our product and our food and that choicefulness. We bring that forward in our messaging. We talk about being the only plant-based company that is a hundred percent certified organic that is B-Corp certified. It's good marketing to try to differentiate yourself. It also just happens to be true, even better. With hot spaces in general, the people on the margins are gonna try to get into this space. It's smart business for them. That does not mean it's the most authentic. And in our case our advantage is that we're walking the walk and the challenge is how do you get that message across in a very cluttered environment?”As a newly certified B-Corp, Aloha is making waves as a business that’s committed to the greater good, and their messaging reflects that. On this episode of Marketing Trends I sat down with Brad and we discussed a host of topics, including why, after a long run as a marketer, he decided to take up the reins as a CEO. Brad also touched on his past experiences with companies such as Under Armour, Chobani, and Lucky’s, and the role data plays in a marketers strategy, and why Aloha is all-in on omni-channel. I hope you enjoy this episode as much as I did.Main TakeawaysJust Do It: Every company has an unfair advantage, it is what differentiates the company from the rest of its competition. In the CPG space, and in popular channels in general, you have to understand what separates your products and services from your competitors and hone in on that. If you're a health-conscious brand protein bar, make sure you lean into that to separate yourself from the other bars in the same space. Keep Showing Up: Your brand must be where your consumers are. Whether that’s in big-box retail, ecommerce or grocery stores, CPG brands have to provide consumers with a holistic shopping experience and meet them where they are. When you adopt a holistic omni-channel approach, you’re also setting your brand up for consumers to more easily find your product,  leading to greater adoption.A Brand with a Purpose: If you’re a purpose-led brand, not only does your messaging need to reflect your mission, but your company has to align with that same mission. Mission-driven companies have the unique ability to build trust with their consumers, but once that trust is broken, it’s very hard to rebuild.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Let’s be honest, content is king. And the challenge today is finding ways to make that content not just resonate with people, but also more helpful by giving users a community that not only creates a lasting impression, but one they can benefit from. Wes Kao knows content, and as the creator and co-founder of Maven, what she sees as the answer to improving the online course education experience for instructors and students. Paralleling the development of the technology along with curating a powerful roster of instructors, Maven has already seen financial success before the platform has even hit the market. This reflects Wes’ nuanced approach to modern, content creation. While quality still reigns supreme, the days of begging for subscribers might be trending downwards, in favor of a more hyper-personalized approach.  “Like and subscribe is dead because people used to need hundreds of thousands of followers to be able to make a living online.Things are shifting so that if you are a creator these days, you can make a pretty healthy living from a smaller audience of true fans who love what you do and want to, uh, want to engage with you and are willing to invest more in, um, in your content because they find it so valuable.”And what is it that consumers are valuing these days? Community. The days of online interactions are on the rise,, which means those users are looking for new ways to flex their creative muscles.  Wes, knows how to curate these communities and In this episode of Marketing Trends, she delves into the way she approaches hiring, growing and developing her business, as well as shares some of the nuggets of wisdom she gleaned from her time with Seth Godin. Wes has so many insights! Be prepared to take a few notes and learn a lot. Here we go!Main Takeaways:Focus on Behavior in Marketing: There is often too much emphasis placed on the next and newest marketing tools, instead of a focus on the actual principles of human behavior. Being able to answer those deep marketing questions, knowing how to increase or decrease desire, is where you can have real impact. The basics of understanding people and cognitive biases are the pillars of what makes for a good marketer.Keys to Hiring Well: Having a good team makes for a successful company and knowing how to suss out the right candidates means taking a few extra steps aside from having a verbal or in-person interview and looking over their CV. When you’re going through the hiring process, make sure that you look beyond the candidate's resume, and focus on some of their ancillary activities. Seeing that people have side projects, personal websites, newsletters, etc. will show you about how a person presents themselves online, what they care about, and how much effort they put into their work. Take home projects are also a great way to ensure that you’re hiring someone who can do the job you have for them, and not just someone with some cool job titles in their past.Community has Become More Valuable than Content: Videos, lectures, articles are a dime-a-dozen and you get can really high-quality content about almost anything for free online today. If you want to make it in the content game, you have to focus on the community aspects of your business that you’re offering. Provide ways for people to connect with like minded people and develop relationships with them. That’s when people will open their wallets.‘Like and Subscribe’ as a Business Model is Dead: You used to have to rely on big numbers of followers or view counts to be able to have a successful business, or influences, but what matters now is less about overall numbers and more about the level of active particitants that are viewing your content. Spreading vanilla messages that resonate with a mass audience is not what drives engagement. Hyper personalized content that the listener or viewer can relate to is.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

While cable services may be on life support, the simple truth is that live TV captivates audiences in ways on-demand content can’t. Maybe it was the anticipation that came with watching Roy Halladay fan 11 Marlins hitters in a perfect game for the Phillies back in 2010, or the anxiousness that occurs watching state-by-state election results roll in on a Tuesday night in November. The bigger point is that while on-demand content has become a big part of our daily viewing habits, live television and the revenue companies generate from those audiences is undergoing a renaissance.“In order to do business, in order to have the things we need, we need to generate revenue somehow. So the payment for what happens, and the ability to create content, pay artists, funding great content has to come from somewhere. Either people have to pay for it through subscriptions directly, which is the SVOD space, that’s Disney+, Netflix, and the HBO Max, or they have to be willing to accept advertising because the advertisers are paying for the value there. These are the tensions in the trade-offs.”Those tensions are creating an interesting dichotomy between traditional cable viewers and the trendiness that comes with being a cord cutter. But it's also generating an even larger divide in how media companies distribute their advertising dollars. On this episode of Marketing Trends, Mike Woods, the SVP of Product for Amagi Corporation, joined me on Marketing Trends to discuss how media companies are approaching their ad buys when it comes to live streaming services, and why SVOD services such as Netflix and Disney+ are bucking traditional advertising with subscription based models. Enjoy this episode!Main TakeawaysCan We Just Drop That In?: Dynamic ad insertion is providing advertisers with the ability to insert advertisements within movies and television shows that was not possible on traditional cable networks. With traditional cable advertisements, media companies had to buy based on show demographics, which drastically limited their reach. With streaming services, advertisers now have the ability to drop in quick mid-rolls and post-roll advertisements that they are able to strategically target to various homes or audiences.Digital Divide: While streaming services have made dynamic advertisement a core component of their business model, there is still a big divide between how advertisements are sold on live streaming platforms. Oftentimes, agencies will have specific departments devoted to cable TV and another to digital advertising, which is causing companies to skew their decision making one way or another. Until these two areas are housed together, media buying for these companies will continue to not deliver a holistic audience.Is It Worth It?: The general assumption when SVOD services such as Netflix were born is that consumers were paying less for individual subscriptions than they were for entire cable subscriptions. But as companies have adopted similar models and invested in streaming services with their own platforms, the cable TV model of paying for individual channels has been replicated, with consumers often paying more for individual subscriptions as a whole than they were for their cable subscriptions.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

At Chainlink Labs, CMO Adelyn Zhou embraces the complicated nature of marketing in the quickly evolving field of blockchain technology. She also leans into the idea that technology like blockchain can have a major impact on often-forgotten parts of the world.“I think one thing being in a developed world [is that] you don't realize is that we take a lot of our, our legal system and our contracts for granted. We think that, of course, you know, like if I get into this contract and they don't pay me or they don't deliver, I can take them to court. But in a lot of parts of the world, you don't have that.” Chainlink Labs is on the forefront of developing ways to connect data in the outside world to the blockchain to solve a myriad of problems. What does that look like in practice? Well, basically Chainlink is creating cross-chain communications and by doing so, it is using cryptocurrency and blockchain to open up a better way for developing nations to do business.  And where does Adelyn come into the picture? As she communicates about the potential of this technology and builds trust with developers they move closer to fully realizing the good that can be accomplished in the world through Chainlink Labs. Learn more about the unique challenges of this new world of marketing on this episode of Marketing Trends. Enjoy!Main TakeawaysSpecial Challenges of Marketing to Developers: Zhou points to the challenges of marketing a rapidly developing product in the blockchain world. Also, marketing to skeptical developers requires a special level of trust that can’t be achieved by regular marketing channels.The Power of Hybrid Smart Contracts: Blockchain can be a major source for good, and one example of that is through the creation of hybrid smart contracts. These documents can combine all sorts of dynamic data from around the world, which can open up opportunities for people like farmers in third-world countries to create and implement contracts with data they never had access to before.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Coming into a new marketing role during a critical re-branding phase of a company’s life is no small task to take on. There are challenges with developing new working relationships, and most importantly, trust, in order to create a smooth and successful evolution for the business. “I'm naturally curious. I like to seek to understand; I'm naturally very curious. Want to delve into the details on some things and, as soon as you get to a confidence level and you're like, okay, that's either great or yeah, that might be something we want to revisit. Honestly I think some people feel like that's a little bit micromanage-y.”This is what makes Paul Stoddart successful in his role as CMO of Epicor, an Enterprise Resource Planning company.  and while he’s a relatively new leader at Epicor, he’s done a lot for the brand already. Paul told us all about it on this episode of Marketing Trends and his impact starts with the fact that his foundation is built on the idea that you should always start with the customer no matter what it takes. And even though at first blush he admits he may come across as a bit of a micromanager, Paul’s ultimate goal is to understand the way things are done in order to find efficiency in the processes and ultimately build deep trust and foster teamwork with his colleagues. We’ll dive into exactly what that looks like, and all the cool ways the Epicor marketing team is standing out from the competition right here, so sit back and enjoy this episode!Main Takeaways:The Essential Of Great Marketing: Understanding people’s needs is the first step in successful marketing. Another piece of the equation requires building great relationships. As a marketer, you want two key ingredients, first a great product to bring to market, and second, great people to work with. A key component to the latter is to be supportive of your colleagues and not too competitive.Brand Authenticity and Importance of Simplicity: The key to staying true to your brand, especially during a brand-refresh, is understanding what people are saying about you. You can then make honest decisions about the changes that you want to move forward with based on those perspectives. The awards for doing good work come, but the work should speak for itself. When you reduce something down and make it simpler, you make it better.Characteristics of Great Leadership: There are many ideas and ideals that make for a company with great leadership. Leadership comes from all levels in an organization. Management together is better than alone, and collaboration across all levels of the organization leads to the greatest sense of community, as well as the best possible end product. When it comes to the guiding principles of what that leadership looks like, there are many. A sense of ownership, as well as a deep level of curiosity, are two traits that make for great leaders.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There’s a notion among marketers that the way to provide the best customer experience is to have the richest data. After all, to CMOs and most modern marketers, data is basically the key to unlocking customer success. But to provide those marquee customer experiences, there’s a myth swirling around that the only way to have success is if all your data sets live in one place. You need the mythical “single source of truth.” But is a single source of truth actually attainable in today’s oversaturated martech ecosystem? Paul Cowan is the CMO of FreshBooks, and he isn’t so sure.“Having a single source of truth is next to impossible. I haven't been in any organization where anybody said, ‘Man, our data is in a perfect state. Here it is. Here's our 360 view of the customer. We're done, clap your hands and walk away.’ That doesn't exist. You need to have your single source of truth in terms of what you believe success looks like, and everybody's aligned to that...But I think being able to have that 360 view of the customer is the hard part.”Having a better understanding of who your customers are is something all marketers are striving for today, and it’s something that Paul and his team are working toward. But while a single source of truth might not be attainable, there are avenues to create a clearer picture to work with. On this episode of Marketing Trends, Paul joined me for a fun conversation covering a host of topics, including what it will mean to build FreshBooks’ data strategy to target an SMB market in dire need of reliable insights. Paul and I also discussed how FreshBooks reorganized its marketing department to eliminate siloed segments, and why the best marketers need to have an understanding of their sales counterparts. Enjoy! Main TakeawaysDo you Understand Where I’m Coming From?: In order for marketing and sales to have true alignment, both departments must have a clear understanding of the pain points that the other is experiencing. When marketing is under the direction of sales, it does not work. And when marketers don’t have a clear understanding of the sales process, there tends to be miscommunication. If you want true alignment between both, marketers and sales individuals must understand the roles of the other.Tension Builds Success: Healthy tension between sales and marketing is okay, as long as that tension is focused on building the overall relationship and strength of the brand. When there is tension between the two departments, it keeps both parties on their toes and responsive to the other. When those lines of communication are closed, there’s more room for complacency.Sources Say: The idea of a single source of truth for your data might be unrealistic, but it doesn’t mean that you can’t harness your first-party data to create a clearer picture of your target audience. A single source of truth should be about understanding the value of your datasets, but also understanding the best way to use your data.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What are your three words? It’s a question Amber Armstrong, CMO of LivePerson, loves to ask her team members. Those three words can be anything — they can be a personal mantra, a list of questions, or even a grocery list. But regardless what your three words are, the key is to make them count, make them relatable, but, most importantly, to let those three words be the driving force of your end goal. “When I was getting to know my team, I asked everyone for their three words. It all originates back to my time at IBM, and working for Ginni Rometty, who was our CEO. And it was a well-known fact that when you talk to Ginni, you gave her three things and that's it. And when she talks, she gives three things and that's it. And it's a number that you can remember, and when you can remember things they can become meaningful. They can really have a deeper association. If I told you my 10 words, you wouldn't believe half of them.”Armstrong’s three words are “focused, passionate, and kind,” and those three words are the backbone of how she hopes to continue building LivePerson’s marketing strategy. On this episode of Marketing Trends, Amber joined me for an insightful conversation about how LivePerson is building a robust ABM strategy to target not just the right clients, but the ones for whom LivePerson can have the most impact. Amber and I also took a trip down memory lane, as she reminisced about how her past experiences — including a transformative trip to Hong Kong and a 15-year career at IBM — shaped how she plans to push LivePerson forward. I hope you enjoy this episode as much as I did.Main TakeawaysCan I Get Some Help?: ABM has traditionally been used by sales teams to build awareness on potential prospects and better target the prospects that are real opportunities for the business. But ABM can also function as a key building block to align marketing and sales. For example, when a sales team is able to identify key prospects, the marketing team can then target those potential customers, by honing in its efforts on certain ad placement to meet those areas.Can You Meet Me Halfway?: We hear all the time how important it is for marketers to meet their customers where they are. This can mean having active responses to customer questions through mobile channels and customer service, but there are more opportunities to explore. Marketers should begin using conversational intelligence in all channels as an opportunity to answer pressing questions,gain valuable customer insights, and build first-party data sources.Global Means Local: When you’re a global organization, your messaging still must be localized to resonate with specific audiences. This can be as simple as having a national message, but altering it to include things such as local pictures or restaurants.--Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

At first blush, getting insurance seems relatively straightforward. You research providers, you request a quote, and you go with the option that best suits your needs. Simple, right? Boring even. And sure, marketers have tried for years to add spice to a relatively bland industry… Geico continues to celebrate the Gecko, Progressive has long-running ads with the lovable Flow, and State Farm has encouraged us all not to buy insurance our parents did. But none of those ads cater to SMBs, and neither do the companies. But Thimble has been able to fill an SMB-sized void in the market.“Insurance is very intent-driven, and therefore search-driven for digital marketer. We can see what these guys are looking for. What are all of our competitors ranking for? So rather than... try to deconstruct their content calendar, we really go find new opportunities and find ways of thinking that are important to us versus them. So it's still the same approach or a skill set, but it's a different strategy.”That’s Rikin Diwan, SVP of Marketing at Thimble, a SaaS-based insurance platform that is helping SMBs and freelancers get insurance based on their needs. On this episode of Marketing Trends, Rikin unpacks how Thimble is making insurance fun by building a content strategy based on reusable blogs that puts the company at the top of the search rankings. Rikin also discusses his personal journey to Thimble and why every marketer should do a little self-exploration. Enjoy! Main TakeawaysAre We Speaking the Same Language?: Marketers can talk about KPIs, engagement and growth tactics all they want, but at the end of the day those are not the numbers other C-Suite members care about and relate to. Marketers must be able to relate marketing metrics back to business metrics and show how your efforts are affecting the overall health and growth of the business.Understand your Niche: You have to be able to identify what your unfair advantage is and consistently lean into that strategy. If the other big players are catering to a certain demographic, pivot and focus on the segment of the industry that is being neglected. When you consistently lean into strategies that larger companies are using, you won’t have an opportunity to stand out or grow your business.Did You See this Post?: Look for ways to spice up your industry. Just because the product doesn’t seem exciting, doesn’t mean that consumers are not looking for your product. Utilize SEO and blog posts to get in front of customers who are asking consistent questions that could serve as a gateway to your sales funnel.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The Tonight Show debuted in 1954 with comedian Steve Allen welcoming a local television audience to his version of what he thought The Tonight Show should be. Since then, six different hosts have manned the desk for the late-night comedy show. Jay Leno was known for his charm and hair, Johnny Carson established the standard format for television chat shows – including the famous guest couch — and Jimmy Fallon is known for his exuberance, musical moments, and skits.  Everyone brings something unique to the table, and when they do, a new era begins. You see, in the entertainment industry the only standard is change, and while hosts come and go, they all leave their mark and set a standard for the next person while the brand marches on.On this special episode of Marketing Trends, Ian Faison, who has held the mantle as host of the show since its inception, passes the baton to incoming host, Jeremy Bergeron. First, you’ll hear from Ian, as he reminisces on the origin story of the program, some of the behind-the-scenes folks who helped get the podcast off the ground, and what it was like to be part of the show as it’s grown from an idea in a Google doc, to more than 300 episodes and one million downloads and counting. Then later, we’ll introduce you to Jeremy, who will share a bit about himself, his background, and why he is so excited to take the reins and put his own unique spin on the show.Main TakeawaysYou Host for Evening Is: After more than 300 episodes, Ian Faison steps down as host of Marketing Trends. In his place, Jeremy Bergeron takes over as full-time host. Hosts Change, Brands Don’t: The role of the CMO is one of the most prolific positions within the C-suite, but it also has seen its fair share of change. Just as CMOs change from time to time, the brand and company will remain consistent. The same will be said for Marketing Trends, which will continue with a focus on the evolving role of the CMO, and interviewing innovators and leaders in the marketing space to deliver the strategies that you need to stay ahead.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

CMO’s tend to have a mantra when they take over a new job: reorg, rebrand, and restructure. But while the mantra is simple, the process is not. Any time things change, feathers get ruffled, even for the most well-intentioned CMOs.“Being performance driven, it's not always the most popular thing to do when you come into a new company. I pulled back spend in Q2 quite significantly from where we were spending, because I didn't feel it was working. And there were a lot of conversations with my peers, as well as with our CEO, and even the board on some of the risks of doing that. But I really believe that by pulling back a little bit and slowing down in order to get those insights and those key learnings in place, we'll be able to speed up in the future and kind of double down on what's working.”That’s Dana Paris, who is the first CMO of Canidae Pet Food, and she is quick to note that changes and hard conversations are not done in a vacuum. They are calculated risks designed to drive the overall health of the organization. On this episode of Marketing Trends, Dana dives into how having those tough conversations with your C-Level peers can set the foundation for a successful partnership. Plus, she also touches on why alignment across all your touch points, online and in-person, is imperative when you’re building your brand awareness.Main TakeawaysWell, this is Awkward: As a CMO, you have tough conversations. After all, there are KPIs to meet and products to sell. But as a CMO, it's imperative to remember that you were brought in to do a job, which means setting the company up for future success. Don’t be afraid to mix things up that you see holding the company back.A True Symbiotic Relationship: Today brands are not only fighting for awareness for the inventory on shelves, but they are also fighting for recognition online and across all digital touchpoints. Companies must have strong alignment when it comes to their ecommerce sites and their brick and mortar locations so consumers can easily connect the in-store and online experiences. A strong alignment on these things will also help lead the consumer further down the funnel in their purchasing decision. Building Brand Loyalty: When you’re a new brand trying to break into a populated space, you have to find organic avenues to naturally introduce your product to consumers. For Canidae, this process included working with breeders to introduce dogs to its food when they are puppies, and then having the breeders recommend the food to the consumer. This process helps to build consistent buying behaviors, while also helping grow the brand. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There is one thing that every marketer would say they need: content. But what makes for good content and what makes for the best content? Is it storytelling? Is it authenticity? What content drives engagement, versus what content is merely passable? Kristin Frank is a well-respected and highly-seasoned media expert, and after a 20-year run at MTV, it’s safe to say she knows a thing or two about content.“My biggest advice is to not look at marketing, look at it as content. Make sure the story has quirks, make sure it's compelling, treat each individually as a separate piece of content, and be authentic to the platform. If you do that, you will have a relationship with your consumers that you can then speak to them in any way, and they will trust you.”On this episode of Marketing Trends, Kristin, now the CEO of AdPredictive, explains why after a successful career with Viacom and MTV, she had the itch to ditch her comfy enterprise digs and roll her sleeves up with a startup. Kristin also explains why different forms of content resonate with various platforms, how to attack those different channels and how AdPredictive is playing a role in helping marketers turn insights into advertising. Enjoy!Main TakeawaysNot All Platforms are Created Equal: The way people absorb content differs greatly depending on what channel they are using and the way marketers push their content should accommodate those different behaviors. This means that your content cannot be a one-size fits-all approach. Your content must vary by channel to fit what the consumer is expecting For instance, a piece of video might work really well on TikTok and Instagram, but would not generate the same engagement on Twitter. When you are designing your content to fit within a certain channel you have a better chance of resonating with your audience.Don’t View Content as Marketing: Content should be used in the same manner as how you would tell a story. It needs to have quirks, there needs to be a story arc, but most importantly, you should treat every individual show, blog, or post as it’s own piece of content rather than try to group everything together in a larger push. Can I Get Your ID?: Data visibility and data accuracy are two things marketers need in order to drive business values. When you have both accurate data and easily accessible insights, you can gain a better understanding of who your audience is, what their buying behaviors are, and what pieces of content get them to convert to your product.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Here’s a contrarian thought: buying ads doesn’t win you customers. What does win is when previous customers are happy and willing to tell everybody else just how great you are. Now think about this, before you buy a product, what’s the first thing you do? You read the reviews. From influencers, to friends, to referral codes and trade magazines, the way consumers decide what product or service is perfect for them is dependent on who they trust. David Lehman is the President and Chief Operating Officer at Birdeye, and he knows this more than most.“It's all about what research people are doing and who do they trust? Do people trust the brands? Do they trust the articles that they're getting from them? No, they trust their community, They trust their friends. They trust their network. They trust the crowdsourced reviews of both the business, a product. As a marketer, experience marketing is so critical because you've got to fulfill all of those needs for everybody.”So how are marketers flipping the funnel and tying their success to customer success? On Marketing Trends, David answers that question while also providing an in-depth look at how brands such as Blaze Pizza have used Birdeye’s experience marketing platform to put brand advocates front and center. He also provides a unique look at how marketers can supercharge their SEO strategies on Google, Facebook, and more. Enjoy this episode. Main Takeaways:Did You Leave a Review?: Customers leave reviews to help them advocate for a product or service, but they also read those same reviews to help them make an informed buying decision. Customers no longer trust a brand’s messaging to make their decisions, they trust their peers. This is why it's important to seize control of reviews and aggregate them all into a single place. When you have everything in one place, you can identify and resolve common problems as you see them come through and you can also gather and display top reviews easier. Just Call My Mobile: Customers need to be met on the channels where they are most active, which is mobile. In order to have an effective mobile strategy, you must have an always-on mentality. This means that prospective consumers should always be able to get answers to questions in real-time and you can facilitate that through chat, FAQs, or aggregated reviews.Stand-Up, Stand Out: An well-structured and optimized SEO strategy is a great way to make sure that a company does not get buried on the search pages, but it also is integral when it comes to making sure consumers can find you at a moment’s notice.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Text message marketing is a powerful tool — after all no other channel provides marketers with the same level of one-to-one communication that you get by sending a simple text. But just because you have the ability to press send, doesn’t mean you always should.“You need to think to yourself before you send any text message, ‘Is this message providing value? Is the person on the other end of this going to look at this and say, yes, I want to save this.’ If it's not the case, you probably shouldn't be sending it because you've got this unicorn right now, and this way to communicate to your customer is so direct, you want to hold it in the highest regard and respect it as much as possible.” On this episode of Marketing Trends, Matt Baglia, the co-founder and CEO of SlickText, dives into the dos and don’ts of text messaging marketing, and touches on the main reason marketers should approach this channel with extreme caution. Matt also explains some of the best practices that will set up any marketer for success. Enjoy this episode.Main TakeawaysSeeking Approval: You always need to know that the information that you are sending to customers is the information that they have opted into. If you don’t have a user's permission to send them content, don’t. If you send materials to a user that didn’t ask for them, you won’t only be breaking privacy laws, but you also run the risk of your materials being perceived as spam, thus creating a negative image for the brand.Set Expectations: When users opt in to your service, you must be explicit about what materials the user is signing up for. This does not mean that you need to provide a long explanation of every message a user will receive, but if a customer is expecting tracking information for a product, that is all they should be receiving.Don’t Hit Send Too Often: Make sure you have a consistent strategy for how often you send your users messages. Nobody wants to read an excessive amount of text messages from your business or organization. A good rule of thumb in most cases is 2-6 messages per month.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

B2B marketing gets a bad reputation. Some will say it’s boring and you can’t be creative in the B2B space. But who wrote the rulebook that said B2B couldn’t be fun or inspiring? Meredith Stowe Christie, the VP of Marketing at HVR, says that regardless of who your client is, B2B doesn’t have to be boring.“It's B2B, but you're still marketing to a human. Chances are, given the amount of people that are watching the Super Bowl, your target is watching the Super Bowl. If you have the budget and a message that resonates to a lot of organizations, why not do that? You want to be top of mind to these folks when they need to make that decision on your product.”On this episode of Marketing Trends, Meredith explains how HVR is spicing up B2B marketing by putting the customer at the center of everything it does. What does that look like? Meredith says it’s about aligning S sales and marketing efforts to tell the best stories because content is what should be leading prospects through the funnel. Enjoy this episode. Main Takeaways:Know your Story: Make sure you know your product inside and out so you can fully tell the story of your company. When you’re marketing complex products, such as data replication, you have to know all aspects of your product to know what your unfair advantage is and what differentiates you from competitors. Make sure you talk to stakeholders at every level of the company so you can gather that intel in order to best tell the story of the company.Every Last Cent: Digital marketing has made it easier for marketers to track where every dollar and every cent is going, but it’s important to remember that as the company grows, your digital practices should too. This means you have to make sure to experiment with what channels you are spending in to create new avenues for the business.Can I Get an Alignment?: We hear a lot about the importance of marketing and sales aligning their efforts, but it’s important to remember that your content should be a driver to make those sales conversations easier for your reps. Make sure the content you produce opens up opportunities for prospective clients to learn about your product prior to the sales conversations.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Streaming services and connected television sets now dominate living rooms, but what influence has OTT programming had on brands when it comes to content development, strategy, and advertising? “If you can create content that appeals to the kid, but also the overall family and the parents, that's a win-win. You're going to get no pushback from the parents when everyone sits down and says, ‘Let's watch The LEGO Movie because it's fun, it's funny, it's exciting.’ Brands that want to create content, the reality is that some brands have afforded themselves the rights to be entertainment brands and some are just not there or will never be there.”While sitting down and picking a show has become easier, the ecosystem that on-demand services such as YouTube, Netflix and Disney+ offer is changing the game for advertisers looking to capitalize on the influx in inventory. On this episode of Marketing Trends, Charles Gabriel, Head of U.S. Advertising at WildBrain Spark, explores the intricacies of advertising on OTT services, including where advertisers go wrong in the space. Charles also covers major trends that he sees occurring within the industry, including why linear advertising continues to decrease. Enjoy this episode.Main Takeaways:Money Talks: What used to make TV an easy buy are now the same factors that are making it difficult for advertisers to invest in linear television. With more users cutting the cord than ever before, ratings are not only declining, but traditional media options that advertisers have are far fewer than their streaming counterparts.It’s All About Control: One of the biggest factors leading brands to invest in AVOD services is the level of control and frequency they have in picking where their ads are displayed and which audiences those advertisements are targeting. For example, if advertisers only want to reach families that watch children’s programming, AVOD offers better targeting and attribution for those particular audiences.It’s an Entire Ecosystem: Advertisers are now investing in more than just 15- and 30-second commercials. With streaming services, they can now invest in the entire ecosystem, from the actual content, to the advertisements that are played during the show. This is giving brands more influence in the overall product and the message they are able to send to the audience.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every corner of the world is different, and that means the way consumers buy and absorb media  is different as well. In the U.S., email is a massive channel for brands to reach customers. But what about on continents such as Africa? With a population of more than 1.2 billion individuals, what drives the African consumer? What channels are businesses using to reach them, and where are some of the biggest differences between them and the western consumer?“Over the last five years, the start-up ecosystem has taken off aggressively. People are now building services, products, and services on top of the networks and on top of what the telcos have been able to achieve. The possibilities of what can happen with that sort of infrastructure has taken off. However, the depth of innovation we have seen is really five years-old, and the financial technological system has taken a lead there.”Elo Umeh is the Founder and CEO of Terragon Group, a predictive MarcTech service that is helping African companies connect and reach customers more thoughtfully and effectively. On this episode of Marketing Trends, Elo explains some key differences between the African and American consumer, why email marketing is not a big driver for his customers, and how Terragon is using data and analytics across all channels to help its customers effectively reach its desired audience.Main TakeawaysIt’s a Mobile World: Over the last five years, the startup ecosystem has grown significantly. With more developers building software that incorporates into a tech stack, there is now more of an opportunity for those companies to utilize data and analytics like never before to effectively reach their customers.  Massive Reach: On a continent of more than 1.2 billion people, combined with a landmass greater than other continents, reaching the customer is one of the biggest challenges for African companies. Companies that want to reach their audiences must have an effective data and analytics strategy that is designed to meet their consumers on the go. This means hype-targeting content to mobile devices and social platforms.Different Strokes for Different Folks: Just because a strategy works in the US does not mean that it will be effective for other consumers. In the U.S., email is an effective marketing strategy. But in Africa, you have to account for both web and non-web channels one thing remains true: your messaging must not only be relevant, but it has to solve a unique problem for the customer ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Sports and brands are synonymous with one another. The Boston Red Sox are known for the famous Citgo signs that resides beyond the Green Monster. The University of Oregon goes hand-in-hand with apparel and shoe giant Nike, and the University of North Carolina is tightly associated with  the jump man himself and the Jordan Brand logo that graces its uniforms. There is no doubt that brands have made a lasting impact on fan bases everywhere thanks to sports.“Brands have a really interesting opportunity to actually create traditions around game day that are synonymous with the brands and finding things that are meaningful to the brands and become great traditions. A carpet company rolling out the carpet for a team to enter the field, or a particular sign being reminiscent of the kind of offering that a company can bring, or a sponsor of a particular segment or kind of content that becomes part of a game tradition.” But how brands become one with a university is a sticky topic. It requires identifying the right fit between brand and school or sport, implementing a proper strategy, and activating the sponsorship at the right time. With another year of collegiate athletics around the corner, Jennifer Davis, the CMO at Learfield, joined the show to discuss how the company brings big partnerships to life between brands and universities. Plus she explains how sports marketing has become a much more integral piece of the overall sales funnel. Enjoy this episode!Main TakeawaysBranding 101: Brands need to view sponsorship opportunities as a way to not only build gameday traditions with fan bases, but also as an opportunity to align your brand with the university and become synonymous with it. By building out these activations, whether it’s a highlight sponsorship, player of the game, or in-game sponsorship, you are creating memorable moments with fans, generating brand awareness, but most importantly, you are organically aligning your product with the university.Let’s Get Specific: As traditional broadcast mediums have changed, it’s afforded brands to take advantage of targeting specific markets with ad inventories. Instead of just placing a commercial spot across multiple networks, schools can now work with companies to identify specific markets outside of their home base to target, which could help lead to future conversions.You’re Now Free to Pre-Board: Any CMO who is about to take on a new role with a company should design their own pre-boarding/onboarding strategy. Rather than stick to the predetermined path a company has always used for onboarding, this could be an opportunity to take the initiative to meet with key stakeholders in the company to understand where you can best serve the company once you start.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Kimberly Storin strongly believes that culture beats strategy every day of the week and that you can be the best strategic marketer in the world, but if you fail to build a sustainable culture, your strategy is irrelevant. It’s one of the reasons why when she joined the Zayo Group, she made a plan for her first 100 days, during which she would be relentlessly focused on making sure that within her organization, the sales and marketing teams remain aligned in their vision.“The biggest impact that we're going to have is to get that sales alignment right off the bat so that we can see a great account-based marketing approach. The biggest win that we can have in the next six to 12 months will be to implement account-based marketing.”Kimberly has extensive experience in enterprise technology, having overseen brand refreshes and strategy implementation at some of the world’s biggest technology companies — including Dell, AMD, and IBM. Now, as the CMO of Zayo Group, she helped to implement similar strategies. On this episode of Marketing Trends, Kimberly explains why having a strong ABM strategy is integral to the growth of Zayo Group, she also dives into why every marketing department should devote resources to its own creative services department, and how every new CMO can earn quick wins.Main Takeaways:Building a Plan For a Plan: When you enter any new organization, you have to understand the values and benchmarks the organization needs to hit. A good practice is to start by meeting with all the internal stakeholders of the business to best understand where you earn quick wins. Once you identify these, you can then gain a better understanding of what the key elements and goals of the business are.What Makes for a Good ABM Strategy: A good account-based marketing plan starts with a strong alignment between sales and marketing departments. When both sales and marketing have the ability to leverage market data, combined with the internal data the organization has, it makes for an incredibly streamlined process for identifying the proper prospects to target.Let’s Get Creative: Brand consistency is key, but in order to make sure you are building a strong and consistent message, marketing teams should invest in having their own internal creative agency. When creative services are in-house, it allows you to highlight elements of the brand that matter while building a strong and consistent approach.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Every company has a secret sauce —it’s the differentiator that  separates one company from the rest of the pack and keeps it successful long-term. For Juniper Networks, CMO Mike Marcellin says that secret sauce centers around how the company is getting its customers to actively engage with its product.“How someone engages with a brand, with a company, is hugely important. 84% of [consumers] said that experience that a company provides is as important as its products and services. If you're a startup going into a completely new space and you're the only game in town, then the features and capabilities are there. But if you're in a mature industry where it's competitive, the customer experience must be there.”On this episode of Marketing Trends, Mike explains how his team has evolved over the last few years to take a more data-centric approach to its marketing efforts. He also dives into how marketers can effectively use A.I. in their decision-making, and how organizations can reduce operational costs to improve their customer experience. Enjoy!Main TakeawaysYou Want a Holistic View of Your Customers: The best way to gain an entire understanding of who your customers are — what their buying habits are, how they like to be communicated with, and what their preferences are— the first step is to make sure all the first-party data you have on-hand about your customers resides in a single place that is clear and easy to read. This will help in organizing customer portfolios while also giving you a better idea of customer trends in real-time.Good A.I. Starts with Good Data: When using A.I. as a tool, whether that is personalizing certain experiences for customers or in your messaging efforts, you have to start with a solid understanding of where your data is coming from. Without good, clean data, your algorithms will give you unreliable results and skew your customer insights.Are you Hearing Feedback? It’s important to create consistent feedback opportunities for your customers to engage with your company, but it’s equally important to make sure you are not chasing your clients to participate in these conversations. When you have active and willing participants, that means you have stakeholders that are invested in the overall product and want to see you succeed.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In 2021, data flows from multiple pathways to a marketer's desk, and the insights generated from those datasets feels endless. But one thing is becoming increasingly apparent; despite the information you have on hand, it’s still never enough.“33% of marketers say they are completely satisfied with their ability to use data and to create more relevant customer experiences. A third of marketers feel like they have the ability to use data, to create a customer experience that's relevant. Think about all the relevancy that we now have with the brand, to think that only a third of marketers think that they're able to do it. To me, that's the opportunity for marketers to figure out how to go from not just using data, but making it relevant to customer experience.”On this episode of Marketing Trends, Edward McDonnell, the Executive Vice President and Chief Revenue Officer for Marketing Cloud at Salesforce, returns to discuss the future of marketing. Plus, he explains how remote work is enabling marketers to build the most talented teams possible thanks to software that allows them to succeed from anywhere. Ed also explains why it's time to focus on reskilling the modern-day marketer.Main Takeaways:More Control, Please: Two-thirds of marketers in a recent survey stated the data that they receive is not painting a clear enough picture for them when it comes to their customers. Marketers in 2021 want more control of their data — where it’s coming from and how it is used so that they can create a more agile and elastic marketing strategy.Hit that Subscribe Button: Subscription marketing is a growing channel for marketers, but it goes far beyond the technology that enables it. Subscription marketing consistently challenges marketers not just from a sales and retention perspective, but it’s forcing them to rethink how they produce content, and how that content keeps users connected and engaged with a brand.Upleveling Your Skillset: Marketers are not lacking creativity, but the way companies engage with them from a remote perspective must change. Businesses need to rethink how marketers can be successful in a remote-first world. This means putting more of a focus on creating workflows that can enable an efficient creative process regardless of where team members are.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For years, college athletes have racked up Twitter and Instagram followers due to their on-the-field fame, but despite these large followings, a quarterback known for slinging touchdowns was prohibited from slinging endorsements thanks to a system that prohibited athletes from profiting off of their image or performance. But this summer that changed, and with college athletes now able to profit off their name, image, and likeness, it’s left companies such as Captiv8, an influencer marketing platform, ready to hit the ground running with a new pool of talent. “Scale for creators or athletes within specific verticals is pretty tough. It's hard to snap your fingers and get a hundred college athletes activated in minutes. Platforms like Captiv8 have made it easier to do that in the digital creator space. With creators that have been around for a while, you can go through specific verticals. With college athletes, it's a green field right now.”Krishna Subramanian, is the Co-founder of Captiv8, and on this episode of Marketing Trends, Krishna goes deep into the weeds of influencer marketing and how these new opportunities with college athletes can help brands. Plus Krishna provides some dos and don’t for brands that are looking to partner with influences. Enjoy!Main TakeawaysInfluencers are an Extension of the Brand: Over the last year, brands have leaned more and more on influencer marketing. But despite how loyal an influencer’s audience might be, that audience might not be a match with your brand. Make sure the values of your brand align with that of the creator and with the people who make up their pool of followers.Fighting for Control: How much creative control the brand and the creator requires is one of the main things to consider when partnering with an influencer. If a brand wants more control, don’t partner with top influencers. Instead, partner with lower-level creators that are looking to grow their audience.Going Further Down the Funnel: Right now, influencer marketing is specifically focused on branding and building awareness, but there are far more areas for marketers to derive value from it, including measuring a product viability and the ability to scale content across multiple channels.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

End-of-life planning is something we often put off. After all, nobody actually enjoys thinking about what happens after they die or where their personal belongings will end up. But the truth is, you have to consider your options at some point. That’s one of the things that makes things tricky for Luke Sheehan, the CMO at Willful.co, a Canadian company that guides users through making their legal will online.“What we really try to do [at Willful] is understand the life stages behind when people are most likely to need something like a will in their life. What we then do is try and understand what the consumers are going through in their mind as they make their decisions.”On this episode of Marketing Trends, Luke explains why that process is challenging, and he talks about some of the ways he uses marketing tools to help ease the minds of consumers and gain their trust along the way. Luke also explains how a good public relations strategy can feed into effective marketing, and why it’s important to understand who your key stakeholders are in order to leverage their influence.Main TakeawaysTapping into the Right Audience: Online services are consistently fighting for legitimacy, which makes it increasingly important for marketers to be able to leverage power users of the product who can help raise brand awareness.You’re in Good Hands with All-State: Partnerships can not only be a driver for brand awareness but they can also be used as an effective avenue to build customer trust. When consumers see online services associated with brands, it removes some of the ambiguity and fears they might have of dealing with a service they can not physically interact with.Doubling Down on What Matters: It may sound simple, but your campaigns need to pack a powerful punch and resonate with your audience. If your marketing message is down the middle, your message is not going to stick. Know your companies strengths and weaknesses, and double double down on the strengths that matter to your consumers.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.   ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Sometimes the best marketing campaign is the one you never expected. In an age when every shareable moment matters, and getting consumers to engage with your product can feel tiresome, Ring has built an empire of smart-home devices off those shareable moments.“Our marketing teams are very performance-driven in terms of where we're spending our dollars and certainly paying attention to things. [We pay a lot of attention to] shared voice and earned media engagement and we have teams that are really aware of what's happening and how those videos are really powerful in terms of delivering context behind our products and what they're doing.”Founded in 2014, Ring has grown from its humble origins as a video doorbell into a full-fledged line of products and services that includes security cameras, smart lights and security systems. On this episode of Marketing Trends, Mimi Swain, the Chief Revenue Officer at Ring, offers up examples of how Ring uses the shareable moments to build a community of loyal users and also expands on how Ring expanded its product line from a modest doorbell to a robust offering and the importance of showing up where your customers are.Main TakeawaysShowing Up Matters: In order to drive product growth, it’s important to think about the areas your product is showing up — whether that’s on an ecommerce website or at stores such as Home Depot and Best Buy, your product needs to be visible in the channels that consumers expect them to be in and also wherever your target consumers typically shop.Customer Feedback is More Important than Customer Data: Data is important to create a clear view of your customers, but data alone will not paint a full picture of what your customer likes and dislikes about the product. The feedback you receive from your customers is far more valuable in building a memorable and seamless customer experience. Make sure you are consistently engaging with your customers to understand the areas of the product they love, but also their pain points so that you can continue to innovate.Teachable Moments Lead to Product Innovation: When product teams have the freedom to openly innovate and try new things, those moments of experimentation can lead to real opportunities to drive deeper engagement with the products because they are able to freely learn about the products and understand where they fit best.--- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Taking a customer-centric approach is difficult. It requires not only thinking differently, but also ignoring your own personal agenda for the greater good of the company. But putting the customer first also requires trust and it requires a top-down effort from everyone involved. That’s why PwC’s remodeling of its business strategy is different. “The New Equation” as it’s called, is not just a motto, it’s an entire strategy based on the principles of building trust and helping PwC customers keep up with the pace of change. And the key to any successful marketing strategy begins with a top-down approach and a relentless focus on implementation.“I don't think any strategy is perfect, nor do I think any strategy needs to be perfect. What needs to be far better is the execution of that strategy… All of our people fundamentally understand what we're doing, but it's the getting the confidence in that story and making sure that they really feel supported, bolstered and have everything that they need in order to bring that with confidence.”On this episode of Marketing Trends, we caught up with J.C. Lapierre, Chief Strategy and Communications Officer at PwC, who offered up some insight into the steps PwC went through to implement its new three-pronged services model. Plus, J.C. explains why successful implementation means everything when you’re rolling out a new strategy, and how PwC is forging ahead with a customer-first approach.Main TakeawaysSuccessful Strategies Start with Successful Installations: The best marketing strategies are ultimately the ones that have the best implementation from beginning to end and from the top down. This will help your marketers not only have a strong understanding of the values of your new strategy, but it will give them the confidence to relay that message to the company's clients.The Days of A Siloed Marketing Approach are Over: Siloed approaches to marketing no longer work, especially if you want to have an efficient, cross-functional business. When you eliminate silos, you’re able to effectively and efficiently push your message and your purpose across all your channels without confusion.Don’t Be Scared to Play in New Channels: Even when you’re a legacy company, it’s important to try new channels and continuously evaluate your marketing mix to understand where your message is resonating and where it’s not. Don’t get comfortable with the same strategy that’s worked in the past. For a company like PwC, that meant advertising on OTT platforms, a channel the company had never participated in before.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Genna Franconi has been in digital marketing so long, she fondly remembers the day she pushed out the first Instagram post for Barbie. But social media marketing has changed significantly since those days. These days, lone marketers aren’t the ones worried about hitting send on a post at the right time. Instead, brands now have teams of social content creators who monitor trends and leverage a brand’s voice to get personal with consumers and entice and engage them at each point of the buying journey. “For years we have been saying that brands do not need to be investing in organic content...That makes a ton of sense. But if you're trying to participate in a cultural conversation by throwing out content that is old school, those days are over. Now marketing is really sophisticated and marketers are using the channels to reach these audiences. We're not screaming through a megaphone. Now we’re laser-targeting people to give them something that's either helpful or educational within their buying path.”Genna is the founder and managing director of Trade School, an integrated content shop that works with big brands such as Home Depot and FedEx. On this episode of Marketing Trends, she reveals just how the social media landscape has evolved from the wild wild west of marketing to an integral piece of every marketer's toolkit. Plus, Genna touches on the evolution of influencer marketing and why it’s important that every brand and creative agency understand why and how to effectively deploy a successful influencer strategy.Main TakeawaysOrganic Content Sets Brands up for Success: Creative agencies need to understand that the best way to partner with brands is to not only understand the creative voice of the brand, but also the business goals the brand wants to achieve through its creative efforts. If you don’t align your creative vision with the business goals of your brand, the content you create for them won’t resonate with its consumers.Content is Less About Format and More about Engagement: As the social landscape has shifted, marketers’ strategies need to pivot from thinking about what content works best for each social platform to understanding what content will get the most engagement from their consumers. This means marketers should spend less of their budget on large-scale commercials that will reach a broad audience and focus on more organic content that can be targeted to hyper-specific audiences.Influencers are Now Competitors to Agencies: Many brands view influencers simply as talent that they can direct, but the reality now is that influencers must be seen as competitors to creative agencies because of the hyper-targeted audiences that each influencer possesses. The best influencer strategies allow influencers to leverage those audiences and give creative license to influencers so that the material they post is organic and  aligns with the influencer's audience.--- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.   ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Usually, marketers are fighting amongst their peers to generate brand awareness in an already saturated market. How does a camera maker get its latest product to stand out from 15 similar devices? How does a new automaker enter a market to steal customers who might already be loyal to one brand or another? Every marketer has strategies in his or her toolkit for these types of moments, but what happens when you’re literally inventing a market and the only competition you have is yourself?“We're a brand new product, and we're a brand new category. It's not about how do we get incremental sales away from a competitor and into the plant-based egg space. We have to raise awareness that a plant-based egg exists, that it's delicious, but it's called JUST egg.”Tom Rossmeissl is the Head of Global Marketing for Eat Just, a company that develops and markets plant-based alternatives to conventionally produced eggs. On this episode of Marketing Trends, Tom details the trials and tribulations the company went through when developing its plant-based eggs, and he describes the uphill climb the company is still trekking as it continues building brand awareness and getting consumers to change their eating behaviors. He also reveals the influencer marketing strategies the company has deployed to help consumers make the switch to a healthy, sustainable, plant-based diet. Enjoy.Main TakeawaysPick-Up On Aisle Three: When you’re in the CPG space, it’s important to have a full understanding of how your product can succeed while also being able to manage your inventory to maintain your profit margins. For JUST, a relatively expensive product compared to its competitors, this has meant holding off moving to a direct to consumer model while the brand grows.Changing Consumer Behaviors: Marketers cannot rely on consumer’s to make their buying decisions just on their value proposition. While marketers would like those same consumer’s to make purchase decisions based on the environment, the reality is when it comes to CPG brands consumers will still spend their money based on what they believe is good value.Wait, What? When you’re managing multiple brands, it’s important to draw a line and make a clear distinction between the two brands. When consumers see brands, especially in the CPG space, you want them to have a clear understanding of the way each product is produced and what it represents, as opposed to drawing their own conclusions.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marketers are always looking for ways to get their message across to consumers. Whether that’s trying to get them to stop scrolling long enough to watch an ad, or grab their attention quick-enough to prevent them from changing the channel, marketers are waging a never-ending war to get noticed. But instead of racing to get consumers to your web page, why not just target them when they are already in your store?“All the other digital investments, you're just trying to get people to leave their house, or get out of their car, or leave the gym and go to the place to buy your product. We're talking to the people that are standing in the very place where they can buy your product.”Paul Brenner is a broadcasting savant, with a quarter-century of experience in the radio and television industry. He’s watched from the front row how marketers have shifted their advertising spend from traditional broadcast inventory to digital platforms. Now, as the Chief Strategy Officer at Vibenomics, he’s helping those same marketers create a memorable in-store experience through out of home audio. On this episode of Marketing Trends, Paul describes why the audio you hear in-store is an often overlooked opportunity to grow product conversions. Plus, he explains why ecommerce is not the death of brick and mortar stores.Main TakeawaysThe Rise of Digital: While consumers are moving their shopping habits to online platforms, those purchases still only make up for 7% of total items sold. This means marketers still need to place an emphasis on providing a memorable in-store customer experience.OOH Audio as an Asset: Advertisements are meant to make consumers think about a product and then take action. But getting someone to take those next steps is challenging. OOH audio allows for marketers to subtly remind consumers what they may have missed while they are already in your store.Trusted Source: With the move from third-party cookies, marketers must adjust the metrics they use to make their decisions when it comes to how they spend their ad dollars. This means that marketers will need to have more faith in the numbers that media partners report to them when making their ad-buying decisions.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

For years the automotive industry has served as a beacon of America's thriving commerce industry. Now that once-thriving sector is facing a global chip shortage, which has caused automakers to slow production. With supply chains sputtering along,what does that mean for manufacturers such as GHSP— a company founded in 1924, with deep roots in providing automakers some of the key components used in everyday cars.“ We're not able to necessarily provide the product that our customers are looking for. They're not always able to, to continue their production. You have the consumer still wanting it. And so it's been unique in the sense that we aren't really looking for a lot of work. We're just looking to fulfill the work that we already have in terms of certainly in our auto space and the markets and companies that we service.” John Major is the Director of Marketing at GHSP, and on this episode of Marketing Trends, John details how GHSP is reinvesting in itself by building up its marketing efforts. John also provides examples of how the company is expanding its product offerings by jumping into the appliance sector, and he details the marketing strategies they are using to build brand awareness and to target potential customers. Enjoy this episode!Main TakeawaysWhere There’s a Will, There’s a Way: When your company is reliant on face-to-face interaction to demonstrate your products and services, it’s important to find new ways to engage your consumers. Consider finding alternative ways to display your products, such as putting together showcase videos or building out a TV studio in an effort to broadcast how the product works.Well, This is New: When you’re entering a new product space, one of the most important things a marketer can do is understand if you have product-market fit. Understanding the niche audience that will need and utilize your product is not only important when it comes to identifying who your target market is, but also in understanding how your service will be used.A Chance to Show Off: While product launches should be used as a marketing tool to build anticipation and excitement for your latest offering, they should also be used as ways to identify future customers and open up conversations for how your product should fit into their current offering.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Not every marketing department has a large budget, and not every marketer has the endless resources needed to hire top-flight designers, editors, photographers, and videographers to create big-budget campaigns. So, what do you do if you’re a marketer that is confined to a strict budget? You do what marketers do and you get creative.“What we're doing with Fiverr, we are building a super brand one step at a time, and one step after another. If you are limited with budget, and you need to be creative and smart and brave, this is where the magic really is. This is how we want to build Fiverr as a brand. We want to be a brand that people will talk about and marketers will talk about because they're going to learn from it.”Fiverr originated as a website for quick five-dollar jobs, and has scaled into a two-sided marketplace for freelancers and job seekers, allowing marketers the opportunity to source quality work while trying out multiple freelancers. Gali Arnon is at the center of it all, and as the CMO of Fiverr, she’s working to evolve the company’s image into a well-known super brand. On this episode of Marketing Trends, Gali discusses how Fiverr uses influencer marketing to organically push the brand’s presence on digital platforms, and she also details how a recent brand refresh is putting the company's old mantra of five-dollar jobs in the rearview mirror.Main Takeaways:The Power of Influencers: Influencers remain a savvy way for marketers to gain organic awareness while also aligning the views of the company with the people that actually use the product. YouTube is one channel where influencers can tell their story in an organic and meaningful way without being confined to advertising time slots.The Makings of a Superbrand: Brands are not made overnight and your brand’s story is not written when you first launch. As your brand evolves, so must your message. Your base users may remain the same, but your target audience’s needs and expectations are constantly changing, so your brand needs to pivot as well.Have to Show Up: If you’re a digital marketer or an ecommerce company, search should remain an integral pillar of your marketing strategy. Whether that is through paid acquisitions or SEO, if consumers are not able to find you, or locate what they are looking for while on your site, it’s a missed opportunity to attract them to your brand and introduce them to your story.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

We have a saying here on Marketing Trends, ‘marketing is meant to be remarkable.’ But what exactly does that mean? Does that mean marketing is great customer service? Or maybe remarkable marketing is advertising that sticks with you. Rob Willey, the CMO of Cheribundi, gave his take on what remarkable marketing actually is.“The fastest way to make remarkable things is via innovation. Meaning identifying what consumers really want or need and catering to that in a meaningful and impactful way. Not every brand can do that, but I think if you start with the consumer, you're headed very quickly in the right direction. I think the wrong direction, which you see a lot of larger companies do is innovate for the supply chain. What can we make more of? What can we make better of? Does anybody even want better of that thing? And what that makes for is a lot of unremarkable products.”On this episode of Marketing Trends, Rob takes a stand on why marketers should stop focusing solely on ads, and instead start aligning themselves with their brand’s views. Rob also dives into how Cheribundi launched a rebrand of its product in the midst of the COVID-19 pandemic by developing a better understanding of its power users and leaning into the strategies that separate Cheribundi from its competitors. Enjoy!Main Takeaways:Best Brands Have an Interesting Point of View: While advertising is important from a brand awareness standpoint, the best brands have a distinct and clear focus on what their point of views are and they relay those points of view to their consumers through their channels. A great PR strategy starts with identifying influencers that consumers can not only trust, but build meaningful relationships with. Those brands then use those influencers to relay messages in a unique and ambitious way.Pivot! Pivot!: For startup marketers, digital channels used to be a cheap way to build brand awareness while also gathering valuable information on who your target audience is. But as paid social has increased in cost, marketers have had to pivot their strategies. One of those pivots has been to increase brand relationships with influences. While these relationships can help build authentic relationships with your consumers, it’s also important to have a clear understanding if that influencer is an actual partner who loves your product or service.Rebranding for the Lifestyle: Marketers are always trying to find a better way to understand who their users are, but when you’re going through a rebranding process it's even more important to know who your power users are and why they love the product. Start by identifying your unfair advantage, what separates you from your competitors, and why your loyalists love your product. Then lean into your channels to test your messages and branding on them while gauging feedback as you rephrase the digital touchpoints of your brand.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The term, ‘content is king,’ has never been more true than it is today. But while marketers are racing to simply come up with effective content at the speed that consumers expect, there is also a struggle to  produce and scale that content across all of the various channels that exist today.“It's less about costs, and it's more about speed and agility. Our world has changed with the pandemic. We all realize that it's accelerated that change. We all live in a digital-first world and businesses need to adapt to that. They actually have to have the teams inside the business with the right tools to be able to build those experiences really fast and change those experiences on the fly and do it across multiple markets and multiple languages. It's complex.”Bridget Perry knows a thing or two about helping marketers and creatives get access to the proper tools to get things done at the speed at which they require. Bridget served as the CMO of Adobe Europe when the company pivoted to a SaaS-based platform, and she is now the CMO of Contentful, where she is helping marketers push out all the content they need to at the pace and scale they require. On this episode of Marketing Trends, Bridget explains why headless content management systems are the future of content distribution systems, and she dives into the importance of creating a seamless customer experience that reaches your customers across all endpoints.Main Takeaways:Not The Front Door, The Side Door: When it comes to interacting with your brand, digital is often the first entry point for every consumer. But, more often than not, consumers are not interacting with your company's front page, instead, they are accessing your content through other landing pages. As a marketer, it's important to think about all those various touchpoints and make sure you are optimizing every experience to make sure that all your digital endpoints are operating in a cohesive manner.Content for All: It seems like content is being developed at the speed of light and it’s important that marketers have the ability to push that content and optimize it for all the necessary digital channels and not just think about where one piece of content will end up: web, email, text.Speed and Agility: Marketing today is less about overall cost and more about how quickly you can spin up content and then scale that content. As a marketer, your tech stack must reflect the reality that your teams need to be empowered with the particular services that allow them to meet those two critical functions. If your teams cannot operate in an efficient and agile manner, they will fall behind.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Let’s be frank: what your brand says and what it actually does are sometimes two very different things. With consumer expectations rising, they are now checking their receipts and making sure that the rhetoric stemming from a brand actually matches its actions.“Consumers more than ever before, and customers more than ever before, look to make sure that what our brand is saying is what is delivered through every interaction and every touch point that they have in their experience. It's a promise, made promise mindset. Your brand is your promise that you're making, your customer experience is how you're keeping that promise through each and every interaction.”Tyrrell Schmidt is the CMO for TD Bank, AMCB and Head of Global Brand for TD Bank Group, and on this episode of Marketing Trends, she discusses how TD adapts its marketing strategies to ensure they stay committed to the bank’s brand promise. She also touches on the unique ways TD continues to put the customer at the center of everything it does, and why the best way to attract new talent is to take a look internally. Enjoy!Main Takeaways:Know Your Voice: As consumer expectations rise, their behavior is changing as well. Consumers are now looking at brands and aligning their spending with brands that have values that align with their own. Brands need to make sure that they are very clear about what their values are and then they have to put their money where their mouth is.A Great Experience Over a Great Campaign: Marketers need to shift their mindset from developing grand campaigns into delivering valuable experiences. When marketers create lasting experiences for consumers through all possible touchpoints, consumers trust that they will always get something good from your brand and loyalty will grow.A Look in the Mirror: The best way to attract new marketing talent is by promoting a culture and atmosphere that breeds success. When that atmosphere exists internally, employees will be more bought in and you will find stars to promote from within.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Consumers are different today than they were last year or even last week. Tastes constantly change, and if there is one thing marketers are frequently reminded of, its that there is no secret recipe to understand consumer trends in the marketplace. All you can do is look at the data, and what it says these days is that consumers are more focused on a brand's values than they ever have been before. They want to see transparency and have trust in the brands they buy from. As a result, companies like Vital Farms are at the forefront of many consumers’ minds.“There's a general movement towards people wanting to eat real food and knowing where it comes from to trust that source. That's very much the mindset that we focus on. There’s a demographic, but more a mindset of people that are willing to pay a premium for products that they believe in and trust that are looking for brands that have values similar to their own.”Scott Marcus is the CMO of Vital Farms, a company that prides itself on bringing ethical food to the table while being honest with customers about how that happens. On this episode of Marketing Trends, Scott explains why Vital Farms’ traceability program is helping the company reach these values-focused consumers, and he explains how to meet customers throughout the buying journey.Main Takeaways:A Market Shift: Consumers have been changing their buying habits for more than a decade and it’s important for marketers to understand the reasoning behind that shift. As consumers continue to change their focus to more health-conscious food efforts, or more brand value decision-making, it’s equally as important for marketers to alter their messaging to meet those needs.Stuck in the Middle: When it comes to issues, brands can no longer stay in the middle. Brands must be honest and transparent about where they fall and what issues they support. When brands attempt to play both sides of issues, consumers end up tuning their message out.New Category, New Problems: Building trust is not only important as far as helping your consumers in their buying journey, but it’s equally as important when your brand attempts to enter into a new segment. Brands that build trust with their consumers will have an easier time entering new markets because of the equity that they have built up with their customers over time.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

We talk about brands a lot on Marketing Trends. From the relationship consumers have with their favorite companies, to the marketing strategies behind what makes them thrive. But while we spend all this time talking about brands, we don’t often talk about parent companies or the challenges they face when marketing a portfolio of multiple brands, each of which serves a very different demographic. Casper’s Ice Cream is one of those companies. Casper’s has outgrown the safety net of its beloved FatBoy ice cream sandwiches and now oversees three very distinct brands and products. What Casper’s had known and done for so long with FatBoy wouldn’t necessarily work with its broader product portfolio, so something had to change. “When the opportunity came to launch those good-for-you products, it really was a real shift in mindset. We'd always kind of sat around and we were the consumers of our products, so we knew what the consumers wanted because we were that consumer. Trying to train ourselves and bring in experts on what the consumers of these other brands wanted was really us relearning everything we thought we knew. ”Keith Lawes is the EVP and Corporate Secretary at Casper’s Ice Cream, a family-owned and operated company producing FatBoy Ice Cream Sandwiches, Jolly Llama, and Churnbaby Ice Cream. On this episode of Marketing Trends, Keith provides the scoop on how Casper’s utilizes influencer marketing strategies to push its brands to various target audiences, and he explains why the company continues to lean into national advertising to grow the business. Enjoy!Main Takeaways:Can You be Influenced: Brands are trying to find real and engaging ways to connect with their audience and one of the ways they are doing so is through influencer marketing. Using influencers does more than just push your message out, it creates a much more organic way to grow your brand’s awareness among the audience that means the most to you. to create your content is an organic strategy to grow your brand's awareness.The Power of Sponsorships: Sponsorships have many benefits. The first is that they act as a key way to get your brand in front of consumers that might not be familiar with your product. Additionally, sponsorships offer a strategy for cementing the power and presence of your brand within the marketplace by showcasing your brand’s bona fides with an already trusted source.Getting to Know Your Brand: When you acquire a new brand, it’s important to understand the consumer base that product is targeting and why those consumers gravitate toward that product in the first place. Don’t just push your tried and true marketing strategies based on what has worked in the past. Make sure you are consistently gauging the market and learning why your consumers are choosing certain products.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In an ever-changing landscape mixed with rising customer expectations, a flurry of new channels to play in, and endless amounts of marketing tools, developing a marketing strategy to meet a company's ambitious growth goals can be trying.“The fast acceleration of change puts a lot of demand on brands and clients to make sure that they're up to date on the best path forward.”Melissa Dorko is the Chief Growth Officer at Wunderman Thompson, a marketing agency that prides itself on helping some of the world’s biggest brands think outside the box. On this episode of Marketing Trends, Dorko helps tell the story of agency marketing, and how they partner with clients to inspire growth utilizing unique marketing strategies that put an emphasis on data and technology. Enjoy!Main TakeawaysStart Slow Before Moving Fast: When you are building relationships with your clients it's important to make sure that you are not diving into the deep end from the beginning. Instead, bring them along slowly. Start with a discovery call and move along to small projects before tackling some of the larger big picture things.Data with a Dash of Creativity: Marketers need to be data-driven, but not all your marketing efforts need to strictly be data-driven. Use your data to lead your creative efforts to create materials that not only inspire your audience but resonate with them.On a Rocketship: It's important for marketers to understand that growth is not just determined by whether people think of brands or the value that they provide, but also by what they think of them. While brand awareness is always an important goal to any growth strategy, inspiration and brand values are an equally important part of a brand’s growth strategy.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

By now you’ve probably heard a lot of our guests talk about the need for marketers to have a 360-degree of their customers. But that begs the question why? What makes up that 360-degree view and what benefits does having all this data actually do for your business?“[Data] is no longer just a marketing function it's the whole enterprise.It's real estate it's where do I open stores? Where do I close stores? It's merchandising, what products should I sell? How should they be priced? How should they be displayed? All relying on real-time data. What's happened is the CMO’s role has become much more central.”Jonathan Silver is the CEO of Affinity Solutions, a data-led intelligence platform that uses purchase signals to help marketers make better decisions. Jonathan and his company are putting all that data to good use and on this episode of Marketing Trends, he explains how. Jonathan dives into what those purchase signals are and how they are helping marketers compile a 360-degree view of their consumers' behavior. Plus, he reveals what the next phase of personalization is and how marketers can attack it.Main Takeaways:Hyper-Personalization: Marketers’ personalization efforts are evolving from simple OOH advertising and targeted ads to individual immersive experiences that include the ability to personalize screens, provide product suggestions, and  use in-store overlays to cater to individual consumers.I Can See Clearly Now: Data has never been more important to the overall success of a company's marketing strategy than it is today. But while data allows marketers to predict trends, and set prices, it’s also allowing those same marketers to put together a 360-degree view of a consumer’s behavior. By creating this holistic view, marketers can see what consumers are doing outside of their stores, websites, and individual interactions. Without data, marketers are only getting a partial view of the customer journey.A Single Source of Truth: As cookies fade away and privacy regulations continue to change, marketers must adjust how they collect information about their consumers and no longer rely on multiple third-party data sources to provide them with valuable insights about their customers. By having a single source of truth, which is a single platform where marketers can access their data, marketers can freely trust where their data lives.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In the security realm, no one person or product can fight cybercrime alone. And for marketers, no one product or tool out of a MarTech stack can singlehandedly deliver the experience and support that customers require in today’s digital world. That’s why even for a company such as McAfee, which helps users fight off some of the internet's worst bad actors, there will always be a touch of human interaction in its marketing efforts.“As much as we can use digital, we can be data-driven, we can use A.I. in some places, but there’s still a reality that there's a human factor and the human factor is that customers are fluid. They don't stand still, people move all the time. Our competitors move all the time. There's still for us a human aspect. So that's where we're trying to put focus is how do you operationalize that human piece, so it's not just about having access to data, buying access to data, and having a really good digital story. You need a human story still. We still need human beings engaging with human beings.”That’s Lynne Doherty, EVP of Global Sales and Marketing at McAfee and on this episode of Marketing Trends, Lynne dives into what the future MarTech stack will look like, how McAfee is developing strategies to create a single source of truth when it comes to its data strategy and the challenges of navigating a rebrand while simultaneously being an advocate for your customers and meeting business goals. Enjoy!Main TakeawaysChanging Landscape: The hiring process for marketers is not only opening up new opportunities to hire talent from all corners of the globe, but it’s also forcing marketers to rethink how they host events. Centralized and local events are now a thing of the past. If you don’t have centralized customer locations where you do on-premise marketing and on-premises demand gen, your talent inevitably gets spread out, which means the hiring habits of companies and their customers are changing.Meshing Data with a Human Element: While it’s important for your marketing department to make tough decisions based on what your data is telling you, your entire marketing strategy can’t just be predicated from data. Make sure you are continuing to deploy a hybrid approach to your marketing efforts by utilizing technology and data while mixing in a human connection with your customers.Platform Instead of Products: The MarTech stack is not only a marketer’s candy shop, but it can also be one of the biggest obstacles and challenges when it comes to understanding how their marketing stack best works for them. In the future, the MarTech stack will begin to shrink and instead of marketers relying on multiple tools from various vendors, they will start to rely on platforms that house multiple tools and still create a single source of truth for their data.---It's time to reconnect at Connections 2021! Hear from Marketing, Commerce, and Digital Visionaries who’ve created bold experiences with Customer 360 and learn how to be a successful marketer from anywhere. Sign up now for FREE at bit.ly/SalesforceMarketingTrends---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marketing today is about being data-driven and understanding who your customers are. Developing a holistic view of the customer is about to get harder, though, thanks to a new world we’re all about to enter: a world without cookies. “If you are really heavy on third-party data, then you are going to be impacted the most. If you have built a good first-party data strategy and have enough data, you can survive longer. Based on my experience, third-party data wasn't always working or effective. The best way to navigate this is to start building up your first-party. This may be complex for some, but if they start small and slow they can still catch up.”Meet Mazen Mroueh, Head of Global Digital Factory for Frieslandcampina, one of the world’s largest dairy factories. On this episode of Marketing Trends, Mazen tackles the tough question of how marketers can best prepare themselves for a future without cookies and what it will take to build up their first-party data.. Plus, Mazen shares his outlook for what marketers can expect in a post-COVID world and why there is no view quite like a 360-degree look of your customers.Main TakeawaysBut Where Have all the Cookies Gone?: Companies that have been reliant on third-party data are going to have a hard time with the transition to a cookieless world. To help ease that transition to a cookieless world, marketers must start thinking about their strategies to build up their first-party data.Developing A 360-Degree View: The objective for every marketer is to continuously be collecting data, but marketers must make sure that whatever data they gather lives under one unified roof rather than being diverted to different silos. When your data lives in multiple places, it becomes harder to connect all your digital touchpoints. Having a single source of data not only eliminates that friction, but allows your team to gather insights at a quicker pace.The Next Big Shift: The skills a marketer needs to be successful are continuing to shift. While marketers must continue to be data literate, they must also be able to most quickly and effectively. The next wave of marketers will be less about possessing a specific knowledge or skill set, and more about being flexible.---It's time to reconnect at Connections 2021! Hear from Marketing, Commerce, and Digital Visionaries who’ve created bold experiences with Customer 360 and learn how to be a successful marketer from anywhere. Sign up now for FREE at bit.ly/SalesforceMarketingTrends---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marketers constantly talk about knowing what your unfair advantage is. For small CPG manufacturers, which are often the driving force behind industry innovation, turning that unfair advantage into a profitable business strategy takes a lot of work and quite a bit of finesse, too. “As a small company, you need to double down on what you're good at. A lot of companies try to move too fast and want to have ideas across the board. Ideas are great, but you've gotta be able to execute and build a program behind it, and build loyalty behind it before you try to explode nationally or explode across a number of categories.”Executing on those big ideas when you’re a small business strapped for data can be near impossible. After all, how are you supposed to know what’s working and what’s not? That’s where Andrew Criezis, Chief Strategy and Product Officer at Byzzer, comes in. Byzzer helps small and medium-sized businesses take action while making more data accessible to small CPG businesses. On this episode of Marketing Trends, Andrew explains some of the industry trends within the CPG space that data is helping to detect, how they are helping SMBs identify that unfair advantage, and how data is helping companies not just understand consumer behavior, but market to their lifestyle.Main TakeawaysTake Calculated Bets: As a small company you need to understand what your strengths and weaknesses are and how they fit into your company’s long-term plans strategically. Once you’ve identified where your strengths are, double down on those strengths and build off of them before you explore new categories.Build a Data-First Culture: The biggest gap between large and small companies is data and how it’s used to drive their marketing strategies. By building a data-first culture, you’re not only encouraging and teaching your employees how to use and derive insights from your data, but you are also formulating a long-form plan for growth that is not reliant on chance, but what your customers are telling you.Data-Know How: Use your data to not only understand who your customers are but to understand how they operate from a lifestyle perspective as well. Regardless of where your data comes from, make sure that it is helping you make calculated decisions to meet your consumers at every touchpoint.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The role of a marketer really is as simple as Jennifer Mathissen says it is.“My job, and really most CMOs' job, is to be the primary advocate for the customer.”Jennifer is the CMO of Santander Bank in the US, and while her assessment of a marketer’s job sounds simple, there’s more to it than meets the eye. A marketer has to provide a story behind the compelling products and services that make up a brand, and a marketer has to create the space that makes it possible for a consumer to build a meaningful relationship with your company. On this episode of Marketing Trends, Jennifer goes deeper on the intricacies of the role of marketers and CMOs, and she explains how to properly build a marketing culture that cultivates passion and creativity. Plus, Jennifer discusses why your marketing efforts should never feel transactional.Main TakeawaysBecome an Advocate: The role of every marketer is to be an advocate for the customer. In order to become that voice for your consumers, you have to make sure that you have a pulse on every aspect of your marketing department and understand where any issues are coming from. Once you have a clear picture of the obstacles in play, you can begin the process of creating a frictionless customer experience ecosystem.More Than a Transaction: Marketing should never feel transactional, but instead your marketing practices should always feel as if they have in mind the best interest of the consumer and not the company. Make sure your marketing materials are never self-serving but are designed in a way that builds a true relationship between the brand and the customer.Refocus Processes to Build Creativity: Every marketing department needs to be cognizant of the process in place that could stunt your team’s creativity. If your marketing team is not passionate and creative, it's a missed opportunity on all fronts. Make sure you are continuously opening the door for your team to be more creative while finding unique ways to keep them energized.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Randy Frisch wants you to know something: he doesn’t hate content marketing. Randy just believes that if you’re going to invest your time and resources into something, you should make it memorable.“The idea there was not that we shouldn't create content. It wasn't that I hate content marketers. It was more so that there's no value in creating all this content if it's not going to get used, and if it's not going to be found.”Randy is the CMO and Co-founder of Uberflip, an experience marketing platform that is empowering marketers to create remarkable content by surfacing the right thing at the right time. On this episode of Marketing Trends, Randy discusses what content experiences are and how marketers can better leverage their content to create lasting impressions on their buyers. Plus, he explains why your personalization efforts are not as good as you think they are.Main TakeawaysSolving the Correct Problem: Marketers are more in control of the B2B journey than ever before, and while marketers are focusing heavily on personalizing those journeys for their buyers, there is often a disconnect between the experiences that marketers deliver and what buyers are expecting.Content as an Experience: Everyone is producing content, from videos to blog posts, and it's easy to just put anything up on your company website. What makes for great content is the experience that surrounds it. This can include things like the visual aesthetic, the landing page it lives on, the display and the placement. Don’t just produce content, but make sure the content you are producing is a memorable experience for the consumer.Marketing and Sales Alignment: Marketing and sales should no longer be operating in silos. On average, when the two departments operate separately from one another, it could cost businesses between 20 and 30% in revenue. To build valuable content, your content must reflect the goals of your sales and should sync with the way you talk about your product and service.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Much like photographers utilize various lens lengths to create different perspectives, marketers have a bevy of different tools at their disposal to create and present different yet equally memorable customer experiences. But if you ask Joy Corso, CMO of Vonage, the view that matters the most is the one the customer sees, and that’s where marketers should be pulling focus.“We're here to deliver solutions to our customers. That's why we're in business and when we do our jobs well, that results in solving that pain point, and it results in a better outcome for our customers.”But in order to put customers first and to see things from their point of view, marketers must have a grip on their tech stack and how it affects the customer journey from top to bottom. On this episode of Marketing Trends, Joy pulls back the curtain on how Vonage uses its marketing tech stack to create lasting and memorable customer experiences. Plus, she reveals why your MarTech stack is the secret sauce to customer success if used correctly.Main TakeawaysCreating a Lasting Experience: Customers today want to get from A to B in their buying process as quickly as possible. But that doesn’t mean it shouldn’t be memorable, too. In order to make both a seamless and remarkable experience, marketers are putting more effort into the customer journey than ever before.How Do You Stack Up: It’s easy to buy the latest and greatest marketing tools, but according to a Gartner study, 58% of marketers already don’t utilize their entire tech stack. Make sure to take close inventory of the marketing tools you have on-hand already and make sure you are getting value out of that product before adding more things to your MarTech stack.Business First Mindset: As a CMO, you’re no longer just responsible for the marketing functions of the business. When marketers have a seat at the leadership level, you have to be thinking about the business, understanding the financials, understanding the operations and how the entire business operates as opposed to just the marketing aspect of it. Then the CMO’s job is to align your marketing strategies with that of the business.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In 2021, every marketer is trying to crack the code of who their customers are. What makes them tick, and most importantly, what will make them need your product? But what happens when every one of your customers has a different use case for your product? There’s no one-size-fits-all approach for that situation, so how do you tailor your message to fit their individual needs?“Getting to know customers is a really critical function for any marketer, and it's something that I encourage across my entire team, regardless of role, you need to get to know the customer.”Jeff Boehm is the CMO of Formlabs, a professional 3D printing company that is pushing the boundaries when it comes to what can be printed. Formlabs sells to companies across various industries, from dentists to engineers, to architects, so finding a message that works for everyone can be a daunting task. On this episode of Marketing Trends, Jeff explains how Formlabs is getting to know its customer base by implementing a data-driven marketing approach, and he gets deep on the importance of personalizing your marketing messaging to resonate with the customer.Main TakeawaysGet to Know Your Customers: When your product or service can be used across various industries, it’s important to understand that your marketing message is not going to work for each customer. Instead of focusing on one specific message, use horizontal messaging tactics where one message can resonate with many customers, but then also implement a more personalized approach where you can so that you can better meet your customers’ needsFocus on What Works: Make sure you are focusing your messaging on what is not only more practical for your customers but what is scalable. While Formlabs produces items for various industries, such as movies and TV shows, its primary use case is streamlining manufacturing workflows. Know who your audience is and meet them in the channels that they already frequent.Data-Driven 3D Printing: Everything in marketing is moving toward being more data-driven, which is allowing teams the freedom and flexibility to measure their marketing strategies at a grander scale. With that flexibility, encourage your teams to experiment with their strategies to see what is working and what is not working this way you can fail fast and move on to the next strategy that will work. ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

When you think of out-of-home advertising, your mind probably drifts to those aging billboards you see passing by along the highway. And while those old-school relics do fall into the realm of out-of-home marketing, there is actually much more to it. Essentially, the term out-of-home advertising can be applied to anything that can be used as a marketing canvas. Mobile devices, Time Square, digital signage, you name it. And for marketers looking to optimize their ad spend and target specific audiences, out-of-home advertising has become a necessity."The notion of being able to attribute value to out-of-home exposure is something that is really driving that interest....There's an ability of the out-of-home media to actually deliver a very powerful amplification effect on other types of media, so we're creating this very diverse marketing mix where out-of-home is being introduced into the digital paradigm. It is a very different type of media, but it has this tremendous effect of being able to double once-off display mobile CTV, et cetera. So that is obviously very, very attractive and very compelling for omni-channel and digital buyers."Meet Kate Goldvasser, the Head of Programmatic for AdQuick, which many believe is the easiest and most efficient way for marketers to buy outdoor advertising. On this episode of Marketing Trends, Kate dives into the intricacies of programmatic marketing, including why programmatic marketing is forcing the industry into a more measurable and effective type of advertising. Plus, Kate describes how AdQuick is bringing transparency to outdoor advertising.Main TakeawaysMore than a Billboard: Out-of-home advertising is not a one-size-fits-all marketing strategy. While out-of-home advertising was once viewed by marketers as a channel to spotlight their brands via billboards, it has become a full-funnel communications channel.Strategies that Work: Every marketer wants to see their brand's message displayed in high-traffic and densely-populated markets such as New York’s Time Square. But the reality is marketers need to be strategic with how they push their messaging. Out-of-home advertising affords marketers the opportunity to target specific audiences at specific times of the day based on their target customers. Utilizing a strategy in areas outside of New York will allow you to reach a larger audience with moneyWhat is Attribution: Attribution is no longer just measuring and delivering results at the end of a campaign. Now attribution has become a powerful tool for marketers when it comes to optimization.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Missed deadlines, delays, and projects that never see the light of day. These things are the bane of any marketer’s existence, but they are the common obstacles that arise with any kind of project. The true challenge of marketing is much deeper than that. “The biggest challenge of marketing is to build brand awareness of your product or service in a way that resonates with customers to the point that they cannot live without your product. It doesn't matter if you're selling to consumers or businesses, you need to utilize technology to be able to answer questions at all hours of the day and night so customers don't leave your site to head over to a competitor.”Those are the words of Jennifer Sabin, the Director of Content Marketing at Capacity, and it’s her belief that to solve that big challenge, marketers need to be laser-focused on two things: customer acquisition and retention. On this episode of Marketing Trends, Jennifer explains what she means, and she also details why an agile approach to marketing is the best way for marketers to keep up with demanding workflows.Main TakeawaysAgile Marketing: Planning and prioritization are the heartbeats of any agile marketing approach. When taking an agile marketing approach, teams should be assigned due dates with full transparency on the timeline of each project. This kind of workflow gives teams the ability to collaborate freely with one another, while also giving team members the freedom to create a process that will allow them to meet the expectations that were set.Does Your Content Fit?: Not every piece of content will resonate with every potential buyer, but every piece of content that you create should resonate with a particular buyer segment. When developing your content, make sure you know who your target audience is, where they are in their customer journey, and make sure that the content you are presenting them is the right content to resonate with their specific needs.Data-Driven World: Every marketing decision you make should be rooted in data. Make sure you are using every analytics tool at your disposal, from Google Analytics to Salesforce’s dashboard, to see where your customers are engaging with your content. By following the data, you can easily and quickly pivot your marketing strategy and funds to campaigns or ads that are performing better to help optimize your marketing spend.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There is one simple tip to keep in mind when it comes to brand building: know who you are and what your mission is. That’s advice from powerhouse brand builder and VP of Brand Experience for Fjällräven, Jean-Marie Shields.  As she explains it, when you have those core tenants down pat, the rest of your marketing can flow naturally. “We're a 60-year-old company and our whole mission is very simple — it's to inspire people to walk with nature. In marketing or branding, we use that message for everything we do.” Throughout her career, Jean-Marie has worked with some of the world’s most well-known brands, from Nike to Lululemon, with a stop at Starbucks in between, and she’s helped grow some of the world’s most loyal customer bases through the power of storytelling and mission building. On this episode of Marketing Trends, Jean-Marie tells us those stories, and she delivers key insights on why branding and messaging is a two-way conversation between brands and consumers. Plus, she explains how Fjällräven’s ability to be flexible in its messaging paid off big time in 2020 and she gives a look at what’s ahead in 2021.Main Takeaways:Two-Way Conversation: The role of branding and marketing is to be an enabler of two-way conversations between the consumer and the brand. While it’s never been more important to understand who your customers are and to meet them where they are, brands must also remain consistent in their values and purpose as to what brought consumers to them in the first place.Messaging Matters: When you are brought on to manage any type of product crisis, you need to keep in mind a few things; No. 1, the messaging you deliver to your consumers must remain honest and open so that they can understand the shift in philosophy; No. 2, the messaging that you are delivering to your team members must remain consistent, and you need to allow for participation and include them in the conversation as to why things are happening and how they can help.The Power of A Good Story: Your partnerships should not only align with your brand’s mission and values but also allow you to build deeper relationships with your user base. For example, when Fjällräven partnered with REI, that partnership served a dual purpose of telling a product/brand story, and also bringing customers closer to a retailer that was already a consumer favorite.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

We hear all the time that marketers at their core are storytellers. And there’s no better way to sell your product than to put a story behind it. But what if your product is not really a product? What if the product is simply just analytics? How do you brand that experience? Jim Sinai was presented with that very challenge when he helped launch Einstein, Salesforce’s A.I. for CRM, and he said there were two key things that stuck out about that experience.“There's two actually really important lessons for all the marketers out there. One, research is important, but having a gut and a conviction is also important. Marc had this instinct that it needed to have a persona and it needed to be identifiable and it needed to be something that people could look at and grab onto. The other was that you've got to pitch the story. You can't tell the story when you're trying to sell someone on something that it's right or wrong, you can't just tell them why, you’ve got to go into pitch mode as though you're talking as you're selling the story to the press.”While Jim is fond of his days at Salesforce, he’s now the SVP of Marketing at Procore, a company that is making waves in the construction industry by helping companies get things done quicker, but most importantly on time. On this episode of Marketing Trends, Jim dives into what is making Procore stand above its competitors: including how to best understand and relate to your customers, and why every marketing strategy needs to start by identifying your unfair advantage.Main TakeawaysKnow the Language: When you’re doing vertical SaaS, especially in an industry such as construction, it’s important to speak the language that your customers can understand. Instead of simply telling your consumer you have A.I., tell them how the A.I. benefits them. Customers > Logos: Successful businesses are built on existing and returning customers. This is why it’s incredibly important to continuously maintain a high level of customer service. By creating brand loyalty, and really working to gain a complete understanding of who your customers are, you can then use that knowledge in messaging and marketing tactics rather than relying on flashy logos or branding.What’s Your Unfair Advantage: It may sound like Marketing 101, but one of the most important things a marketer can do is gain an understanding of what their unfair advantage is in the marketplace is, and then exploit that unfair advantage to win the trust and loyalty of customers.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There’s a saying that the most powerful mechanism we have to motivate, to inspire, and to educate is storytelling. And the purpose of storytelling is not to tell you how to think, but to give the listener the tools to draw conclusions, which is why storytelling has been such a useful tool for parents, teachers, and educators of all kinds for centuries. Both adults and kids can understand and learn from stories, and the old school method is making a comeback. Meet the Toniebox, a loveable little storytime friend that’s giving kids an alternative to screens by putting the power of storytelling back into their hands.“If you're a child trying to make sense of the world and trying to learn and grow, what better way to do that than to put hundreds of stories in front of them, to see how other people came across obstacles and had to use creative thinking to overcome challenges. From that sense, it's very empowering and it's very immersive in helping a child grow their imagination.”Drew Vernon is the U.S. Marketing Director for Tonies, an audio storytelling box that introduces children to the wonders of narrative long before they start reading. On this episode of Marketing Trends, Drew dives into his marketing strategy for bringing an internationally-loved product stateside and why marketing storytelling is a winning strategy. Plus, he discusses the importance of having reliable characters and intellectual property that customers can connect with,, and he details how to  conquer the biggest obstacle right out of the gates when you convince the customer to buy the product and keep coming back for more.Main TakeawaysFamiliarity Brings Success: When launching a new product domestically, it’s helpful to have familiar IPs that your customer can relate and connect to. By having characters and artwork that is familiar, it helps ease the mental lift of the consumer and helps them draw conclusions to what their overall experience will be with the product.Adding Value: By creating an ecosystem where the biggest obstacle in the consumer’s journey is the initial buy of the box, Tonies was able to solve for that and then create a lasting value proposition that allows users to continuously add to their existing ecosystem for a relatively low valueMixing it Up: One of the differences between marketing the Tonies box is the ability to showcase it to consumers not just as a toy, but also as a tool for delivering various forms of content. By diversifying the product's value, Tonies is able to market to difference sectors, including consumers and the education system.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Stacey Epstein is a fierce competitor, relentless marketer, and a woman who flat out understands SaaS. Part of that competitive fire is what has led her to be a four-time, first-team all conference soccer player during her collegiate years at Emory University. And that relentless attitude is what’s helped her succeed in the roles of CMO and CEO. But no matter how much hustle you have,  don’t get those C-level titles without fully understanding every ounce of your business.“As a marketing leader, I would never want to work at an organization where someone just says, here's a product, go market it. When you get to the C-level, you're part of the decisions about where the company's going. By the time you get to the tactical part of launching a product, I've been part of the whole process and so I already understand the value proposition. I already understand why this is going to be a powerful solution for the market. I already understand how a rep can be successful selling that. So I would encourage anybody in marketing to think that way.”On this episode of Marketing Trends, Stacey, the Chief Marketing and Customer Experience Officer for ServiceMax, details successful go-to-market strategies that her team followed when launching ServiceMax 360, and she explains the importance of getting to know your customer at all levels in order to create the most effective and seamless customer experience possible. Main Takeaways:Know Your Audience:  As a marketer, you have to constantly be thinking about new ways to consistently delight your audience. This means regularly improving your products and services with them in mind. For ServiceMax, while the “brand” has always been a strong part of the company's customer experience, and its marketing efforts and product will always be rooted in its customer experience.Listening is the Secret Sauce: It may sound simple, but by listening and asking your audience what their pain points are, and where their businesses are struggling, their answers can give you insights into their overall goals and how they can utilize your products within their companies.Know Your Role: As a CMO or head of marketing, once you reach the C-level, you are no longer just an extension of the marketing team. Instead, your decisions now guide the direction of the entire organization, so you have to make sure that the marketing strategies fit in with the overall vision and business goals of the company.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

We’ve talked a lot on this show about how today’s marketers are consumed by data. After all, it’s how you get a better picture of who your customer is and how you get a clearer understanding of what’s working and what isn’t across your channels. But the real question is how are you turning all of that data and all of those insights into action that has a measurable effect? “Data isn't this thing that you look at every now and then, it's just something that becomes part of your everyday workflow.”Those are the words of Jay Wilder, Vice President of Product Marketing for Marketing Cloud at Salesforce, and on this episode of Marketing Trends, Jay dives into some of the ways that he has seen marketers optimizing data recently. He also gives an insider’s look at the latest Marketing Intelligence report, which analyzes the trends that are driving performance in 2021. Jay touches on everything from how the rapid shift to digital impacted customers’ expectations of companies and their behaviors, to how this digital-first world has led to an increasingly more complex marketing analytics landscape and he explains why the data we have now is not coming in fast enough.Main Takeaways:Marketing Analytics is Complex: On average, marketers today are using eight different channels, which can lead to 21 different marketing platforms. With so many different platforms collecting data at various locations, marketers are struggling to understand their overall performance.Single Source of Truth: 60% of marketers say it is imperative for them to prioritize a single source of truth for customers. By having a single source of truth for all your data, it allows you to build a better view of who your customers are, allowing marketers to build more personalized experiences.The Future of Data is Faster: The pace at which marketers are using data and analytics remains too slow. With data coming in at such a slow rate, by the time marketers receive monthly and quarterly reports, the information that they are looking at is no longer a complete picture of what is happening in the real-time market. Soon, marketers will be able to have a clear and distinct workflow of data coming in on a daily basis, which in return will lead to a better understanding of their customers.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

ROI no longer just means return on investment. Today, it also stands for revenue operations intelligence, which is all about how insights meet education and algorithms are used to help marketers target key personas in order to get ahead of the competition. It’s a game-changer, and People.ai CMO, Justin Shriber describes it as the ultimate tool for marketers.“It's the needle and the haystack problem, and we now have metal detectors that make it a lot easier.”People.ai is an intelligence platform designed to help enterprises align their sales and marketing goals through the assistance of A.I. in order to solve those tricky problems. On this episode of Marketing Trends, Justin explains what it means to be the  CMO of the company, and, he details how marketers should be using A.I. to help them with key tasks. Plus, he talks about how user-generated content has changed over the last five years, and he reveals the role experiential marketing should be playing in your overall marketing strategy.Main Takeaways:Time To Up Your Game: Five years ago, there was a rush to create authentic content that showed your consumers who you were, and marketers depended on customers to deliver a lot of that content. While user-generated content is authentic, the quality of that content can be compromised, so marketers need to find a way to strike a balance between high-quality and truly authentic content.It’s About Experiences: Experiential marketing is about creating unique experiences catered to your audience’s desires, and sometimes that means that the experience you curate has very little to do with your company or product — and that’s okay. The best companies have turned this tactic into a unique way to humanize client relationships.Where A.I. Fits: When aligning your sales and marketing strategy, A.I. should be utilized in a way that helps sales and marketing teams engage their clients, while simultaneously ingesting information that helps identify key personas and orchestrate strategies that helppower growth.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.--- ---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In an ever-evolving world full of raw and untapped potential, brands require a CMO who can keep up and take charge. That’s why when VICE Media Group was in search of its first Global CMO, Nadja Bellan-White was at the top of the list. For more than a quarter century, Nadja has used her voice proactively to challenge brands to think differently, think creatively, but most importantly to think about how they can make an impact in their communities.“My belief is I've worked around the world, and I've always been about being the change. I'm not just going to sit back and complain about something. I'm going to be part of the change, or part of the action. If I want to have a say in how people are portrayed, and in a fair and equitable way, I need to be at the table to help drive some of that change.”On this episode of Marketing Trends, Nadja details why she was excited to accept the challenge of running a marketing team trusted with pushing VICE’s vast portfolio forward. Plus, Nadja details why marketers are in the midst of a renaissance and must alter the way data powers their decision making.Main TakeawaysThe Predictors: Every marketer utilizes data, but it’s no longer just about having data to power your decisions. It’s about how you use that data to continually grow your business and broaden your reach. Data is now the engine which feeds the enterprise and is the center of every marketer’s strategy, which means how you use it must be continually workshopped and refined.Understanding the Zoomers: Generation Z places a premium on if they can trust a brand, which means marketers and their brands must adjust accordingly. If you are not actively trying to fit into where the audience finds value, or where their interest in social  issues intersects with your business, you better be prepared to lose their interest and dollars.A Whole New World: One of the biggest strategic advantages the pandemic has brought about is the efficiency that distributed workforces provide. This also means that marketers now must alter their hiring practices and step outside of what is comfortable. When bringing on new talent, don’t box yourself in. Continuously ask yourself, is this hire coming from a global perspective or a market view?---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What kind of power can a World Series ring wield? Think of it like this: For nearly a century, no sports franchise dealt with, more frustration and heartache than Boston’s beloved Red Sox. The brand was known for the famed curse from the deal that sent Babe Ruth to the Yankees and a bouncing ball that squeaked under the glove of Bill Buckner. Sure the Red Sox had Fenway Park, the Monster, and Pesky’s Pole. But you don’t play the games to dance in the shadows of your competitors — and you don’t sell tickets that way, either. You play to win, and winning sells.That’s Adam Grossman, the CMO of the Boston Red Sox, one of Major League Baseball’s most iconic, prideful, and long-tortured franchises. But also one of the most popular and in recent years, one of the most successful in the win column and in the marketing world. Adam joined the club in the spring of 2004, just before the club’s run of four championships over a 16-year window, and just before Curt Schilling’s bloody sock helped will them to their first championship since 1918. And during that time, the club’s image has changed dramatically, from loveable loser to perennial champion. While success on the field plays a big role, sports franchises are responsible for their own brand, and when you’re the Red Sox, being entrusted with that brand is a major responsibility. In this episode Marketing Trends, Adam breaks down the ins and outs of stewarding a sports club’s marketing efforts, how baseball must continue to reinvent itself to appeal to a younger generation, and why managing the customer experience outside of the ballpark is a growing challenge.Main Takeaways:The Ballpark Gets Bigger: The biggest challenge facing sports marketers today remains the expanded customer experience. Marketers have to meet their consumers at various touch points beyond just the ballpark. So from interactions within the community, to the brand’s voice and interaction on digital, the marketing playing field continues to expand at a rapid rate.It’s A Different Game Now: Baseball has its challenges, just like any other industry. One of those is appealing to younger fans. While baseball maintains its popularity, marketers are working on new ways to interact with fans to grow the game even more and they are using everything from virtual experiences to unique behind-the-scenes content on digital platforms to do so.Do We Have Enough Bats and Balls?: In sports, your revenue streams are limited to big-bucket items such as ticket sales, sponsorships and broadcasting rights. While marketing departments are small in sports, because you have limited opportunities, marketers must be creative when it comes to maximizing those streams and being conscious of where you funnel your resources.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Data, data, data. In 2021 it’s all you hear… especially if you’re a marketer. Whether you are taking calculated risks to ensure campaigns are rooted in what the data is telling you, or conducting massive rebranding campaigns, just about all of your activities are rooted in analyzing the numbers and mitigating risks. But data these days is more than just numbers and graphs on a spreadsheet. It comes in all shapes and sizes and can be used to build a valuable connection between brands and consumers. And that’s where Lisa Giacosa comes in.“What gets exciting when you're on the agency side is that you can look at understanding consumers' entire spectrum across multiple touch points, across multiple products and services, and start to stitch those journeys together and think about alliances and the way that you can bring things together. We've been able to go to our clients and say, we know that we can measure this correctly. And we know that we can get this to a point where we can give you a guaranteed outcome against what's going to happen for your business.”Lisa is the President and Global Head of Data, Technology, Analytics, and Insights at Spark Foundry, a global media agency that’s all about bringing the heat to brands by driving higher engagement, affinity, and transactions. Lisa helps make that happen by guiding brands to take calculated risks through the power of data strategy and technology. On this episode of Marketing Trends, Lisa details what that looks like, and she goes deep in one particular area that is on the cusp in the marketing world: TV attribution..Main TakeawaysForget the Jargon: Don’t get lost in three-letter acronyms. Your team should never rely on buzzwords or acronyms when describing a marketing strategy. Teams that rely on these acronyms often lack the ability to articulate how their business or marketing strategy will benefit your team in the long run.We Don’t Have the Whole Picture: One of the biggest obstacles when it comes to TV attribution right now is there is no one single source of truth when it comes to providers. Instead, marketers are left to piecemeal their CTV strategy through multiple vendors.Understanding Data Privacy: There is starting to be a shift now where consumers are becoming more educated and beginning to understand what data privacy means and how it impacts their value exchange when it comes to consumed media---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.---This message is brought to you by Salesforce.Hey marketers. Today’s B2B buyers are more complex than ever. And every buying committee has different needs and goals.Salesforce can help.We'll show you how to put each and every customer at the center of your B2B marketing strategy. And you'll learn how top brands like Lyft approach account-based marketing.Salesforce. Market to every account. Speak to every buyer.Find free B2B marketing and ABM resources at https://sfdc.co/every-buyer  ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Sometimes marketers can be too nice, or too respectful, or honestly, just not bold enough to either go wild or just say no. After all, the primary goal of any marketing team is to serve the clients’ best interests, but what if what the client is asking you to do is wrong? Or just too vanilla? Sometimes, the answer is to have the courage to think outside the box.“I love crazy ideas. The crazier the idea, the better. That's where true marketing genius comes from is the crazy things where you go, ‘Well, what if we could… and then let's figure out how we do it.’ So I always tell them, we live in a world today where there's very little you can do besides posting something inappropriate on social media that can't be taken back and that you can't stop from a digital perspective. So you have a lot of flexibility to test out ideas, to come up with a concept, run with it and see if it works.”Stephanie Cox has made a career in thinking outside of the traditional marketing constraints. What others might perceive as an obstacle, she tackles head on. She is a modern day marketer with a  no-holds-barred, just-get-it done mentality and she joined Marketing Trends to discuss her role of VP of Sales and Marketing at Lumavate, a company that is helping marketers create apps using low-code. On this episode, Stephanie details how Lumavate pivoted from a sales-led approach to one focused on product, and she gives out some tips and tricks for leveling up the customer journey, and how she flat out gets things done.Main TakeawaysIt’s Not Technically Stealing: Imitation is the highest form of flattery. That’s why marketers that are looking to make the pivot to a product-led strategy should attempt to imitate companies within the space that are already successful. Don’t copy their strategy verbatim, but there is nothing wrong with understanding and using the building blocks that made their campaign successful and then ideate on top of that foundation based on the needs of your company.Be Bold, Folks: When it comes to digital marketing, there is no excuse for sticking to a conservative strategy. It’s very rare for marketers to not be able to pivot if something is not succeeding in a way you thought it could. Don’t be afraid to try new ideas to see if they work, because if they don’t, you can pivot at a moment's notice.The Magic Number: Data is and remains the key to every marketer’s success strategy. If you take a bold leap, make sure your reasoning is rooted in what the numbers are suggesting. That way, if that leap doesn’t pan out, you have a logical explanation for why you attempted it.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Automation is hot. It’s new, exciting and it’s sexy. And let’s be real for a second, everyone loves it when their job gets just a little bit easier. Every day, new tools are added and implemented into the modern marketing stack, and personalization tools and chatbots are being used with more and more regularity But how can we optimize those tools even more? What does the optimal marketing tool look like? “The most overlooked thing is people forget that people are human. They use automation to make a bunch of robots, and I don't know about you, but I don't like hanging out with robots, I like hanging out with people. And if your marketing makes me feel like I'm a human and I'm interacting with a human, I'm usually going to be much, much more engaged.”Dan McGaw is the founder and CEO of McGaw.io, a company that focuses on helping marketers get the most out of their technology stack. On this episode of Marketing Trends, Dan details how marketing tools can and should become more human, and he explains the key obstacle that prevents marketers from having a clean revenue-generating funnel. Plus he reveals the one big tweak every marketer should make to their SMS channels to drive better results.Main Takeaways:No End in Sight: It’s hard to define what inning we are in when it comes to analyzing the marketing stack because new software and tools are constantly being built. This constant evolution of technology means you need to strategize on how and what you’ll implement in your own stack. Don’t jump the gun and rush to use  the newest tools that likely still have a lot of flaws to workout. Instead, focus on integrating the tools you already have to make sure they work as a cohesive unit before adding something new.Can You Profile the Subject?: Personalization has never been more important than it is today. But as a marketer, you have to make sure that the people who give you their information are being profiled correctly so that when they sign up for your email list, the information and content that you are sending them directly relates to their needs.Mr. Robot: Your SMS strategy needs to toe a fine line between  effectively relaying your message and content to the consumer, but also making sure that you are speaking directly to them as a person. If your text content makes it feel as if the customer is interacting with an actual person and not a chatbot, you are more likely to see engagement.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There are a few things in life Chris Thomas loves: The first is a delicious slab of ribs sitting on his dinner table. The second is playing the harmonica. And lastly, Chris lives to help small businesses find their voice and their audiences, and he does that through his agency, Yonder. Chris started Yonder in his basement and has grown it into a full-fledged agency that companies of all shapes and sizes trust to help them with the most fundamental of problems: finding their audience. “Every time [clients] walk in the door and they're like, ‘We can't generate leads, or nobody knows who we are.’ I'm like, ‘Well, who's the audience? Who are you trying to reach?’ That's really the biggest [obstacle] for everybody. You're a boutique for women over 45 and you're on Facebook trying to market to 50-year-old dudes. That's not going to work. And once they figured out their audience, the rest is easy.”On this episode of Marketing Trends, Chris explains his passion for helping SMBs discover their audience as well as their own brand identity. Plus, he details some of the best strategies for how companies can retool their SEO approach, and he reveals the reason you should never equate retooling your brand with fixing the nuts and bolts of your business.Main Takeaways:Who Is Your Audience?: This is the fundamental question to ask a client that is having trouble generating leads or finding awareness. Once you have clarity on this, targeting efforts and generating meaningful leads becomes much easier.Have Some Self Awareness: As a marketer, success comes by knowing your strengths and weaknesses and adjusting your plans based on those things.  Don’t overstretch yourself in areas that you know are out of your wheelhouse. When you start dipping your toe into unfamiliar waters without a paddle, you’re doing your client and yourself a disservice.Your Brand is Not Your Business: When a small business believes it needs to reposition and work on its brand, what marketers need to be stressing is for them to go back to the basics of the business. They should examine their website and SEO practices, and educate their customers on who they are. Once those business fundamentals have been addressed and results follow, then it’s appropriate to n refocus your efforts on the brand.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Cutting the cord is not new, it’s just getting more popular as companies such as Netflix and Hulu, which have each been around for more than a decade, continue to rise. But as consumers continue ditching traditional broadcasting platforms with more frequency, brands are being forced to find new ways to reach their audience, and one way they are doing that is through connected media devices and CTV. Unlike traditional broadcasting platforms, which offer a limited amount of commercial inventory per show, CTV is providing brands more flexibility and thus, more opportunity.“When you think about what's possible in this new digitized version of TV, and when you think about the fact that more and more consumers are cutting the cord, it allows you to secure more reach than ever has been available before through connected television and online video inventory, but it allows you to be more specific and targeted in how you buy that connected inventory.”But how brands distribute to platforms and reach their target audience is the challenging part. Stephanie Geno, the Seniior Vice President of Marketing at  Innovid, is here to help. Innovid is an online advertising technology company that offers distribution and management of digital ads and on this episode of Marketing Trends, Stephanie dives into how the company is harnessing CTV to change the ad game. Plus, she discusses best practices for targeted advertising, and why personalization is a great tool, if you can get past its downsides.Main Takeaways:Cord Cutters: More and more consumers are shifting their viewing habits from relying on traditional broadcast and cable companies to subscribing to streaming services. And while this is not shocking, what is surprising marketers is the amount of inventory and targeted advertising that is available to them through connected tv and the smart marketers are putting that inventory to work for them.Universal Metrics: There is a growing need to create a universal metric system that allows marketers to have a baseline of comparison across various forms of digital marketing. Advertisers need to think in terms of both macro and micro effectiveness across their ad buys, and they need to optimize both.Personalized to My Needs: Personalization creates greater relevance for marketers, but it’s also creating a greater ability to be agile. However, it does not come without its pitfalls. When one-to-one personalization entered the market, it set off a chain reaction of overly-complicated strategies and forced marketers to overthink things. Personalization tactics should be used as a tool to broaden your reach, but also to help marketers extend their creative efficiency, with the ability to test, learn and optimize their practices.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.Show Less ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

2020 will forever be remembered as the year of a once-in-a-century pandemic, but it should be recognized that it was the year we all got reacquainted with our homes. From streaming a late-night movie in the living room, to hopping on early-morning conference calls in our home offices (or closets or spare bedrooms), in 2020 our homes were asked to do it all. Almost a year ago David Marine, the CMO of Coldwell Banker, joined Marketing Trends to detail the company’s ambitious rebranding strategy and he’s back now to update us on how it all worked out. “2020 was going to be the year of the rebrand, and what a great year it was going to be with all these plans. And as you know, 2020 happened to all of us. So things had to change, but here we are a year later and I can honestly tell you with a straight face that 2020 was actually the perfect year for Coldwell Banker to rebrand.”Things may have worked out for Coldwell Banker, but it wasn’t easy. Campaigns had to be altered, messaging and digital strategies were scrapped and shifted on a dime, and David was along for the ride every step of the way. On this episode of Marketing Trends, David tells us what it was like, he details the wins and losses of 2020 for Coldwell Banker, and he dives into how marketers can be agile in their digital efforts so that they, too, can rebrand or adjust when the time calls for it.Main Takeaways:A Brand You Can Trust: When you have more than 100 years of company lineage, consumers have had time to build trust in a brand. But just because you have heritage and time on your side, doesn’t mean your messaging doesn’t have to meet the moment. Consumers are more likely and willing to trust brads that deliver authentic messaging that matches the purpose of your brand, the story you are trying to tell, and that meets the moment of the ad and acknowledges whatever might be happening in the world.Is That a Hybrid?: A new way to look at your ad spend should be a mix between traditional broadcast channels and streaming services. Your digital strategy should be a mix of your larger media plan. Focus your broadcast plans on marquee events that drive live audiences, such as sporting events. Then use your digital channels to supplement that audience with platforms such as Hulu, that allow you to target your audience while snagging a different demographic at a lower cost.This is Us: When thinking about partnerships, you have to be strategic. Don’t just go out and partner with the first company that is willing to give you money. Instead, ask yourself how this partnership brings value to your brand and does this company meet the standards and expectations that you have already set for yourself?---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Marketing is all about trends, what’s hot and what’s not. What’s trendy and what’s a thing of the past. After all, the name of this show is Marketing Trends. And to be the best in the field, you have to grasp what sticks. But while marketers attempt to chase the hottest new thing, their jargon is often filled with buzzwords. Daniel Incandela is the CMO of Terminus, a company built on the backbone of ABM, and he had to learn first-hand that not everything — including the term ABM — is just a turn of phrase and that there is real merit to some buzzy ideas.“At first I had a certain level of disdain for ABM. I thought it was another buzzword coming through, and what I've learned over the years, and certainly now, is a lot of people associate account-based marketing with just targeted ads. That is certainly a component of it. But if [targeted ads] is the expectation of ABM, then you're never going to see the full value of it.”On this episode of Marketing Trends, Daniel details new strategies for how ABM marketers can stick out from their peers and move past the bias that might exist around account-based marketing. Plus he digs into why storytelling is the backbone of any successful campaign. And he updates us on his new role with Terminus and how he approached his first 90 days.Main Takeaways:More Than a Buzzword: ABM is more than just a buzzword and marketers have to stop thinking about ABM as just targeted advertising. While ad placement is a component of every great ABM strategy, the core component of any ABM strategy should be storytelling. Start focusing on the story of your ABM campaign and how your customers will interact with it.Formula For Success?: B2B marketing has a tendency to be repetitive and uninspiring and more times than not, B2B campaigns have a hard time differentiating themselves from their competitors. Just because your product speaks for itself, doesn’t mean things such as branding, messaging and the customer experience don’t matter.Just Shoot Me a Text: As a marketer, messaging and understanding where to reach your customers has never been more important than it is today. Don’t get bogged down and only attempt to reach your audience through one channel. Experiment and try different touchpoints, such as text messages, phone calls, or emails.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

There’s no doubt that metric reports are valuable for marketers. After all, those numbers offer insights that greatly influence decisions around where a company should be spending its money. But what happens when two completely different programs, such as an NBA game and network television drama, draw similar audience metrics? How do you differentiate the two? Or does it not really matter? After all, if both programs are drawing the same number of viewers, they have to be equivalent, right? “There's a number of variables that you would look at to evaluate whether something is meaningful, but it all depends on what the consumer target is that you're looking at. So you can put in any variables that you want to decide what they are, such as which program you would choose, but you're not just looking at spots and dots like we have in the past. You're evaluating that programming based on whether it will resonate with the audience, and whether it's in the right context for that audience.”All those spots and dots, they are important in their own right, and on this episode of Marketing Trends, Erin Flaxman, Global Chief Growth Officer for Havas Media Group, explains why. Erin discusses why it’s important to dive deeper into all the numbers on your metrics report in order to better understand your target audience. Plus, she gives some practical tips on how brands can create meaningful content based on what the metrics reveal in order to more fully connect with consumers.Main Takeaways:Brand Matters, Right?: Not according to a study done by Havas Media Group. If 80% of brands completely disappeared, most consumers would not care. What consumers do care about is if the product and company engage with them in a meaningful way.More than Just Spots and Dots: It’s important to remember that not all ratings and metrics are positive for your brand. Just because two separate events draw similar results ini audience size, those audiences are not always equal, so you have to be thinking about which audience is right for your brand. An audience for an NBA game is completely different than one for an episode of Breaking Bad. As a marketer what you need to be looking at is how your product or service fits into that audience and how you provide meaningful content to them.Not Just Another Zoom: One of the biggest challenges for companies today remains how marketers present pitches to clients. When putting together a pitch, marketers have to start thinking about new ways they can be creative and show that they have a plan to keep the audience on the other side of the screen actively engaged.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Let's be frank: the app store is overwhelming. There are far too many options and too many barely-differentiated apps. When everything looks and feels the same, how can you possibly stick out? The key, you already know, is advertising. But these days you can’t just put out a banner ad, or stick an ad on a landing page or a newsletter and expect to see success. You need strategies that go one step beyond just getting a download, but instead lead to deeper conversions. To do that, you need to do a bit of Inception-style marketing.“When you have millions of apps that consumers can choose from, being able to advertise to users and other apps to create awareness and get them interested in engaging in our app becomes super important. You can't just create a good app and throw it out there and hope for the best. You really need to support that through effective advertising. And if you've got an app, you're going to want to be advertising your app inside of other apps.”Those are the words of Dennis Mink, the Vice President of Marketing at Liftoff, a one-stop-shop for programmatic user acquisition. On this episode of Marketing Trends, Dennis details effective strategies marketers should be using to get the most out of their apps, and why your KPIs have to be more about conversions and engagements and less about downloads.Main Takeaways:What’s the Value For Me?: When designing advertisements to promote your apps, your designs should be less flashy and more focused on how your app actually works, the benefits of the apps, and the value the app is going to bring to the user.Just Do Your Job: The job of a mobile advertisement is no longer simply to convince users to download an app. The role of an ad has shifted where the main responsibility is now to convince users to actively convert inside the app.Let’s Get Technical: When deploying machine learning tactics, you need to focus on a few main things. The first is that the data that you are feeding your algorithm is clean. And the second is that your techniques are helping you accomplish certain goals, like driving in-app engagement and conversions and doing those two things at scale.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Eric Siu likes to say he was never successful athletically. And while he might have struggled between the lines, there was one arena in which he thrived: the digital one. Eric always found comfort when it came to video games, where for years,  he dominated as a successful esports player. For Eric, success in gaming was rooted in the mindset that failure was his and his alone, but that regardless of the struggle, the next level was always within reach..That mantra is something he still follows today.“I think marketers have to understand that there are levels to everything, and there are levels of your career, there are levels to when you're working out, and there are levels of games. If you can reframe life into a game, if you can reframe business into a game, it just becomes a lot easier and a lot more fun.”Eric is an investor, founder and advisor to companies. He is also the Chairman of the digital marketing agency, Single Grain. On this episode of Marketing Trends, Eric dives into what it means to have a leveling-up mindset and some of the steps that marketers can take to move up in their careers.  Plus, Eric details the two key areas marketers should be honing in on when it comes to optimizing their website.Main Takeaways:Built for Speed: When you’re trying to optimize your website for search, you have to be thinking about the things that matter most, which are content and links. Part of having good content is having a great user experience, and that means having a fast website. Always be thinking about how you can make your website faster and easier to consume.The Right Mix: It’s important when you are sourcing talent to find the right mix of employees who can excel in multiple areas. It might sound simple, but it’s not. Most marketers are not great product people and the same can be said for product personnel. Look for people who can manage both sides of the coin.The Long Game: At the end of the day, you have to always be thinking about long-term success and not what is happening in the short-term. Constantly be thinking about where you can get the most untapped potential and then leverage that into something that will benefit you in the long-term.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you’ve ever flipped on an NBA game in the last few years, you’ve probably noticed one small little detail embroidered on the left shoulder of your favorite NBA superstar. A logo. Sponsorship opportunities are plentiful in professional sports, and the relationship between a team and the community in which it plays is a critical aspect to take into account when it comes to their jersey patches and what brand gets that prime real estate. The Orlando Magic partner with Disney, the Milwaukee Bucks stay true to their roots and have a relationship with Harley Davidson. For the Charlotte Hornets, which are owned and operated by basketball’s biggest star, Michael Jordan, the partnership it has with LendingTree is rooted in the brand’s history in the community. “Sponsorships are more of an investment in the greater good of the community and the long-term relationship with your consumers…. You make the investment with the understanding that you're going to get unaided awareness and aided awareness. Aided awareness is seeing the logo on your chest. You see the benefit and aided awareness from that logo being on their chest, and when they're on television. When you see those jerseys in there, it's spread across the country. The unaided awareness, that's a bit slower. And we've just determined that the value of those points over time, coupled with the things that we're going to do offline is where the value lies.”Cornell McGee is the Senior Vice President of Marketing for LendingTree, an online loan marketplace based in Charlotte, North Carolina. On this episode of Marketing Trends, Cornell opens up about the company's long-standing relationship with the Charlotte Hornets and the value that brings to the brand and its customers. Plus, he explains how marketers need to be thinking about partnerships more generally, and how every marketer can deliver high-value content to their consumers.Main TakeawaysAir Jordan: Some partnerships are meant to simply drive brand awareness, while others serve multiple purposes. When thinking about partnerships, make sure you are investing with the understanding that you are going to get both unaided and aided awareness from your partnerships. Your aided awareness will consist of your visibility and you will see immediate benefits. Your unaided awareness will build at a slower pace but will help over a longer period of time.Are We Exclusive: The lifetime value of any particular customer should be a fundamental baseline to your customer success strategy. Once you think about their long-term journey, you move past simply reaching a customer at the point-of-sale, and you create a more long-term problem-solving relationship with them.Just Give the People What They Want: It’s a simple notion, but can never be overstated: Feed your customers the content that they crave. Make sure you are constantly listening and understanding what their needs are and then act appropriately. Don’t act based on your own intelligence or desires. Produce your content based on what the consumer is asking for in order to meet their needs, delight, and serve them.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Here’s the deal, customer service gets a bad rap, but the truth is that when done well, solving customers’ needs is awesome, and when you can actually give them a good experience and make their day, that’s just icing on the cake. Reaching that outcome takes work, though, and the market for how customer service outsourcing is conducted has been changing over the last few years.  Companies such as Alorica are emerging in this industry thanks to its ability to adapt to the changing landscape of our world and deliver a service that takes some of the hard work out of the customer service process. “The market for customer service outsourcing is changing dramatically. What has been a fairly well-established model — where we could operate call centers on behalf of our clients and manage that customer experience more effectively — is getting disrupted. And a big part of that is the way that technology is supporting more personalization, new channels for customers to engage with brands, and thinking through how to bring together a value proposition that takes a massive distributed labor force and enables them with technology that then delivers an outcome, utilizing proven processes and techniques.”Those are the words of Colson Hillier, the CMO of Alorica, and on this episode of Marketing Trends, he discusses the radical shift in how large scale customer service departments — such as call centers — are being forced to alter their format and where Alorica comes into play. Plus, Colson details how personalization efforts continue to put the customer experience at the forefront of every decision.Main Takeaways:The Good ‘Ole Days: The market for customer service outsourcing is changing significantly. The well-established model of operating call centers on behalf of clients has been disrupted due to new personalization methods and how consumers can easily interact and engage with brands at a quicker pace.Bring the Value: The overall value proposition that brands are bringing to their clients is no longer rooted in products, but rather the overall experience and how the customer is able to utilize the service.The Big Chair: The role of the CMO is no longer about nit-picking products and campaigns, but rather a broader scope of responsibility and not just thinking about the overall product portfolio, but rather product development, marketing, and how the company tells the overall story of the organization.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

More than likely you’ve come across your favorite YouTuber dropping their favorite line, “this episode is sponsored by [Insert brand name here].” And while that tag might be an annoying sidetrack to the content you came for, there is something bigger at play with that message than what you see and hear on the surface, especially to the marketers who set up that sponsorship. “The feel of your brand coming out of the mouth of somebody who has a respected audience is valuable. It's better than just appearing on a no-name editorial or piece of content. It's better if it touches them more. So that's the foundation. That's the underlying principle of why that potential reward is dramatically outsized. ... when you have a hit, you hit big.”Those are the words of Daniel Conn, the CRO and Co-Founder of ThoughtLeaders. Daniel joined this episode of Marketing Trends to discuss why marketers are suddenly starting to look at sponsorship opportunities as a separate and valuable channel, and he breaks down why the right-partnership, paired with the proper voice, can have endless opportunities for your brand.Main Takeaways:A Whole New Channel: Marketers and strategic planners are now beginning to look at sponsorships as a legitimate channel that is an important part of their media mix. No longer are sponsorships viewed as single tags at the end of a bowl game. Instead, they are fully-integrated partnerships paired with strategic partners who connect with a target audience better than other kinds of advertising.Authenticity Matters: Any brand and content creator can partner with each other. But when you are partnering with podcast hosts and YouTubers that already have built-in audiences, make sure their message and audience are authentic and connected to your brand. The power of influencers speaking for your brand on a daily basis is that they capitalize on the opportunity to connect with users in a way traditional advertising does not.It Sounds Simple, But It’s Not: Success rate is the metric brands have to rely on when measuring the value of a sponsorship. It seems obvious, but it’s true that you cannot put too high a value on the success rate, and what it means in terms of ROI.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. ----Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.