Marketing Trends (Mission)

Life is always throwing us curve balls that we need to adjust to — Ryan Carlson knows that. Ryan is the CMO of Okta, and recently he and his team had to deal with one of the toughest curveballs they’ve ever faced. Ryan sat down with Marketing Trends and discussed how Okta took a 6,000-person conference and pivoted to a virtual event on short notice. Ryan also touched on how he sees events adapting to a new normal and how Okta has permanently changed its strategy moving forward.

3 Takeaways:

• In the future, there will be hybrid virtual and physical events that utilize the lessons we’re learning right now

• Working remotely has changed things in a way that will never change back

• Keeping your eye on the long-term helps you make decisions in the short-term

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

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

19:15 - How 1984 changed advertising forever.

24:10 - When Apple went too far.

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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?

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Changing 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.

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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

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

Links

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

Nadia’s LinkedIn: linkedin.com/nadiagenevievemasri

Nadia’s Twitter: twitter.com/nadiagenmasri

Perksy: getpersky.com

5 Key Takeaways

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

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

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

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

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

Bio

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

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

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

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• The 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.”

Bio

Adri 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Dark
• Andrea Brimmer, Head of Marketing, Ally Financial
• Count your Candles, Pay your Age
• Build-A-Bear Entertainment
• Honey Girls (Build a Bear Entertainment Movie)
• Build-A-Bear Radio
• Mace Security International
• Lindsay Roy, SVP of Consumer Experience and CMO, Hallmark
  • Lindsay’s Marketing Trends Episode
• Build-A-Bear Foundation
• Salesforce Loyalty Cloud

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.

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.

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

Tap here for full notes and show notes.

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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” Sweepstakes

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.

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

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

Click here for full notes and show notes.

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Sales 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?”

Bio

Kim 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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 Obsession
• Streamlining Assortment
• Utilizing AI in Merchandising and Marketing
• Balancing AI and the Human Touch
• Exceptional Customer Service and Return Policy
• Building Customer Loyalty
• Gamified Programs and Personalized Rewards
• Personalized Recommendations and Tailored Marketing
• The Future of Retail: Leveraging AI
• Rallying People Together

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.

How many drinks does it take to get to .08? That single question lingers in the minds of consumers everywhere after a few drinks. What if the answer was just a few breaths away? What if you never again had to guess about your ability to safely drive home? That’s the world Shawn Casey is trying to create with BACtrack. Shawn is the VP of Marketing at BACtrack, and on this episode of Marketing Trends, he discusses how he is working to build brand awareness and how to capitalize on content your audience is connecting with.

Main Takeaways

• Tailored to You: When you’re an eCommerce store, you have an opportunity to personalize the experience to your customers. Look at what pages they are viewing, what content they are looking for, and then tailor the experience to them.
• Make Content that Resonates with the Audience: Sometimes content you least expect to work is your biggest driving force. Make sure your content has a purpose that fits your audience. If it’s impactful and meaningful, your audience will find it and engage.
• Building Awareness: One of the biggest hurdles for BACtrack has been finding ways to build awareness around consumer breathalyzers. The best way to overcome that? Go straight to the consumer and test products in real-life situations with real-life people.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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

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

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

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

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

10:55 - How to fail well.

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

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

We’ve all spent countless hours on-hold just waiting for a customer service representative to answer the smallest of questions. But what if your query could be handled by a bot that acted and communicated like a human? That reality is already here, and you may have experienced it without even knowing. On this episode of Marketing Trends, Evan Kohn, the Chief Business Officer and Head of Marketing at Pypestream, discusses how conversational A.I. is changing the way we communicate and why call centers are a thing of the past.

Key Takeaways

• Single-use chats don’t possess the intelligence, privacy and personalization that conversational A.I. does, which makes the latter more likely to be a big part of the future
• Approximately 80% of call-center requests can actually be handled via conversational intelligence. Knowing this stat, companies have been and will continue to deploy the technology to free up human capital 
• Messaging and conversational A.I. allow for more flexibility in preference on feedback to measure customer satisfaction. When customers have more options, you are more likely to capture the data needed to continue improving

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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:

• Dropbox
• Run 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.

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 Takeaways

• Agile 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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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.

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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}}

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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.

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.

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 Content
• The Utility of AI in the C-Suite
• How to Foster Collaboration in Marketing
• Why Aligning Internal and External Branding for a Consistent Customer Experience is Important
• How to Turn Dissatisfied Customers into Raving Fans
• Why Being Different is Better than Being Better
• The Future of Revenue Intelligence

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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.

Last week, Salesforce released its State of Marketing Report and we wanted to dive deep into some of the insights it held. To do that, we called our friend Jamie Moldafsky, the CMO of Wells Fargo, who joined us to break down some of the key points of the report and how the findings may have shifted due to the COVID-19 pandemic that has affected industries around the world. Jamie talked about budget, innovation, engaging with customers and how all of those areas have been impacted in these extraordinary times. 

Main Takeaways:

• Budgets may be held flat, but the areas that are seeing more money revolve around listening to the customer and communicating effectively 
• Creating a cohesive journey is more important than ever as more and more people are spending the majority of their time on devices
• Even though personalized, one-to-one communication is the goal, customers still want to feel part of a larger community
• Data is integral in understanding where your customers are in terms of state of mind and needs

If you would like to access the full State of Marketing Report visit salesforce.com/stateofmarketing or text 'marketing' to 38767 (US Only)

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Frog
• Renè Lacerte, CEO of BILL
• Chief | 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.

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

3 Takeaways:

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

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Matt Epstein was three years removed from his days at UCF when he decided he’d finally had enough of the job-hunting process. Endlessly sending out resumes without as much as a response had worn him down and he had to take a hard look at why, as a marketer, he couldn’t make himself stand out. marketer,  So he changed his strategy and instead of doing what everyone wanted him to do, he pivoted and took a risk.

“If whatever you're doing, you're not feeling a little uncomfortable, then that means you're not taking risks. And the worst thing you could do as a marketer is not take risks. If you're not zigging while everyone else is zagging, well then guess what? You're not going to stand out. And the worst thing you could do as a marketer is not stand out.”

The risk Matt was about to take meant he’d use his entire life savings on one specific campaign: to market himself to tech giants such as Google by using a clever website, GooglePleaseHire.me, which was complete with a video resume designed to make him stand out. Believe it or not, Matt didn’t actually get that job at Google, but the risk still paid off and on this episode of Marketing Trends, Matt explains how.  Plus, Matt details how the early marketing strategies he used helped lay the groundwork for his future campaigns, and how marketers should be taking risks these days.

Main Takeaways:

• Be the Bigger Company: When it comes to competitive advertising, the only instance in which you can go directly at a competitor is if they have significantly more market share. You need to think about the optics of the situation. Companies that are perceived as leaders within their market could be perceived as petty or bullying if they go at a competitor. So a good rule of thumb when it comes to competitive advertising is to punch up, not down.
• Messaging That Works: One of the first things marketers should be doing when they join a new company is to identify a message that not only sticks out, but also cuts through all the noise. If your message is getting lost in the crowd, whatever you do beyond that point will not be successful, regardless of the ad spend you put behind it.
• Are you a Risk-Taker?: Whatever strategy you are pursuing, should make you feel uncomfortable. If you are comfortable as a marketer and as a department, it means you are not taking a risk, which means you are not going to stand out from the crowd. Constantly be challenging yourself and your team to be thinking of new ways that deviate from what everyone else is doing.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Alison Murdock is the founder and Chief Marketing Officer of Trusted CMO, a firm that helps companies fill in any marketing gaps they may have. Trusted CMO focuses on early-stage companies that have product-market fit, but require assistance actually getting to market. On this episode of Marketing Trends, Alison discusses some of the common themes she sees from companies looking to kick-start their marketing journey. Plus she dives into how virtual events are becoming more than just keynotes, and why it’s time for CMOs to understand what their real role is. 

3 Takeaways:

• Marketing is a business strategy, and you need to treat it as a key part of growing your business
• There is no one-size-fits-all marketing strategy. Your strategy needs to embrace your product and your brand
• CMOs need to be cheerleaders for their company —part of their job is to bring good news

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

Links:

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

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

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

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

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

Lemonade: lemonade.com

SodaStream: sodastream.com

3 Key Takeaways:

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

Links:

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

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

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

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

3 Key Takeaways:

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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:

• ChatGPT
• Unite Conference
• 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.

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 Takeaways

• More 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 money
• What 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

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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.

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

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

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

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

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

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

42:15 - Why press releases are useless.

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

57:30 - Creating effective anchor content.

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

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

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

Mentioned Resources:

1. The Atari ST Owners Manual Matt wrote.

2. The Reptilian video game Matt wrote.

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

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

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

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

7. State of the Edge.

8. Open Glossary of Edge Computing.

9. Ogilvy's The Man in the Hathaway Shirt

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Influencers 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

5 Key Takeaways:

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

Bio:

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Chaco Footwear — the long-lasting do-everything sandal — is probably best known as a niche brand among hikers and outdoors enthusiasts. That’s how Joshua Weichhand first connected with the product. But it wasn’t until years later after traveling the countryside and visiting our National Parks that he joined the company best known for its Z sandals. Today, Josh is the Director of Marketing for Chaco and he’s trying to build the company into something much bigger. On this episode of Marketing Trends, Josh sits down to discuss how he’s helping take Chaco from a niche brand into the larger lifestyle company it's become today. Plus he explains how Chaco is embracing unprecedented circumstances in 2020, and why knowing your brand and your story can take you to new heights.

3 Key Takeaways

-Chaco initially was just this niche lifestyle brand which over the last few years has evolved into more of a lifestyle brand

-Collaborations are important, but knowing your brand embracing who you are and knowing when it's appropriate to work with other is key

-Chaco mobilized its factory in the span of a weekend and prototyped and implemented a design to produce masks, producing over 1,500 masks in their first shipment.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

Links:

Full Notes & Quotes: bit.ly/2lYNgP2

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

Seth’s Twitter: twitter.com/sethfarbman

Spotify: spotify.com

Key Quotes:

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

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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)

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Mentions:

• David Ting, Zenni
• David Heinemeier Hansson, 37signals
• Stephanie Dobbs Brown, CMO, Intercontinental Exchange
• Lil’ Wayne
• Kevin Warren, UPS
• Eric Toda, Meta

Client ad read

Mission.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.

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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

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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.

Let's get into some marketing 101: Every marketer has some kind of base they market their products to. For example, if you’re in the market for a tire, Goodyear is probably on your radar. At Adobe, the marketing team attempts to appeal to customers who want to tap into their inner creative side. But what happens when you don’t have a defined customer base? What if your customer base is literally any business and every industry? 

“[We’re] dealing with every single industry out there. You're getting to see customers who are going through some of the biggest challenges from going global, and that drives activity and questions in the marketplace that we try to jump on and have better answers for. They're getting into new products and services, new markets, and they need to rely on us for our expertise about how to handle customs in any marketplace.”

Meet Chris O’Brien, the Chief Commercial Officer for C.H. Robinson. Through his 25-plus years at C.H. Robinson, Chris has seen it all. From dealing with customers at both a regional and national level, to working on supply chain management around the globe. On this episode of Marketing Trends, he details how and why the supply chain industry has seen increased visibility over the last few years, and he explains the importance of building a customer experience that puts the user at the forefront and the implications that doing so will have on your company’s culture.

Main Takeaways:

• Increased Visibility: The stress the pandemic has placed on global supply chains is a brand new challenge in the industry. As a result, there is increased visibility and the relevancy of companies like C.H. Robinson.
• Level Up: Your customer experience should not only touch consumers at multiple levels, but it needs to be more proactive and less reactionary. By being proactive, you can create a better overall customer journey from start to finish and serve your customer in multiple ways.
• Brand Over Everything: In the current climate, the power and stability of your brand is more important than ever. Maintaining a strong, stable, and meaningful stance among customers is a top priority for marketers.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

5 Key Takeaways:

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

Bio:

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Around the world, Intel is a brand that most people are aware of. But that wasn’t always the case. Kevin Sellers is one of the reasons why Intel was able to build up its brand recognition in new regions all around the globe. and now he’s working hard to make waves at a different company. Kevin is currently the CMO of Ping Identity, where he is helping the company emerge as a leader in a growing market of intelligent identity. On this episode of Marketing Trends, Kevin talks about his past and the work he’s doing now with personalized customer journeys and innovative marketing techniques.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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

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

For full notes and show notes click here.

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Creating 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

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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.

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.

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.

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.

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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.

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

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

2:35 - What is analyst relations?

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

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Hub
• Meta Elevate - Black and Latinx & Hispanic Community Hub

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.

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.

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 Takeaways

• Keep 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.”

Bio

Caroline'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. 

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Successful 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Page

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.

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 Slow
• Forbes Article

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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 Takeaways

• Not 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• You 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.”

Bio

Tim 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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/MarketingMoments

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.

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 Miner
• 01:25 Adriana's Career Journey
• 07:41 The Future of Marketing: AI and Community Building
• 14:10 Collaborating with Cross-Functional Leaders
• 25:12 Navigating a Noisy Digital World
• 26:26 Activating Community-Led Marketing
• 27:20 Cultivating an Engaged Customer Community
• 29:01 The Power of User Conferences
• 29:43 Memorable Tableau Conference Experiences
• 31:36 Handling Tragedy with Community Support
• 35:37 Invite Your Customers to the Conversation
• 39:07 The Future of SMS in B2B Marketing

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

There are times in life and in business when the world throws us a curveball. Our ability to adjust to those curveballs defines who we are and our success. On this episode of Marketing Trends, we wanted to talk through how to go about making those adjustments. Sean Sheppard is the Founding Partner of GrowthX and he hopped on the phone with us to discuss his eight strategies marketers can use to navigate through a crisis. Plus, he shed some light and hope to anyone who might be struggling.

3 Takeaways:

• Spend as much time as you can on how you can help your customer, maybe in a way you haven’t considered before
• Together we can find ways to make things right for everyone
• It’s not just what you do, it’s how you approach it and the important thing is to keep things positive

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  Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

Click here for full notes and show notes.

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

5 Key Takeaways:

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

Bio:

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

When your business is travel and the world suddenly comes to a standstill, your life and your business changes in an instant. That’s the situation Meagen Eisenberg founder herself in recently. Meagen is the CMO of TripActions, and when everything in the world started to shift, she was thrust into a new kind of action to find ways to address the situation and serve their customers and employees in the best ways possible. On this episode of Marketing Trends, Meagen opens up about what this process has been like for her and TripActions, and she walks us through the actions they had to take to switch gears and navigate through some of the hardest times we’ve seen in recent memory. 

3 Takeaways:

• You need to remain close to your customer and find ways to deliver value so that you can secure renewals in the future

• Educational content is important in this time, especially when you give your customers a forum to connect and learn

• Cash flow is something that has to be a priority, especially in times of crisis

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Stadium

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.

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.

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

Links:

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

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

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

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

TripActions Website: tripactions.com/

Atlassian Website: atlassian.com/ 

SignalFx Website: signalfx.com/

3 Key Takeaways:

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Content 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.”

Bio

Cynthia 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}}

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

3 Takeaways:

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

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

The Marketing Trends team sat down with some marketers at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on these recap episodes.

In Part 1 of our SiriusDecisions recap, we brought you interviews with CEOs for a high-level look at some of the biggest and most important Marketing Trends. For this episode, we wanted to talk to people who are a little closer to the action for more tactical insights. Part 2 of our recap features interviews with three practitioners, as they discuss their most important insights and lessons learned from the SiriusDecisions 2019 B2B Marketing Summit.

We interviewed Sara McNamara, Senior Marketing Operations Manager at Cloudera, an enterprise data platform, Asher Mathew, VP of Business Development at LeanData, a revenue operations platform, and Jeff Davis, Founder & Revenue Strategist at JD2 Consulting Group, a management consulting firm working with B2B businesses on sales and marketing alignment.

Links:

Full show notes & quotes: http://bit.ly/30ACY6x Sara’s Twitter: twitter.com/ifeellikemacmac Sara’s LinkedIn: linkedin.com/in/saramcnamara Cloudera: Cloudera.com Asher’s Twitter: twitter.com/ashermathew Asher’s LinkedIn: linkedin.com/in/ashermathew LeanData: LeanDataInc.com Jeff’s Twitter: twitter.com/jeff_davis2 Jeff’s LinkedIn: linkedin.com/in/jeffreydavisii JD2 Consulting: www.jeffdavis2.com

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Detour

23:31 Coors Light and Tide Campaign 

28:49 - Cannes Lions International Festival of Creativity

31:52 - 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.

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

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

For full notes and show notes click here.

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Inclusive 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.”

Bio

Combine 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}}

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

3 Takeaways:

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

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

This episode features an interview with Jay Baer. Jay is the founder and president of Convince & Convert, an analysis and advisory firm that creates digital marketing strategies. Jay is a multi-time founder, a global keynote speaker, and multi-time author. His latest book is called Talk Triggers and it comes highly recommended from the team here at Marketing Trends.

5 Key Takeaways for the On-The-Go Marketing Executive: - Everything you put your name on is a business card on some level, especially when it comes to creating content. - Word of mouth is and always has been the best strategy for growth, and brands should develop specific strategies to generate it. - Customer feedback is a gift. It should be studied and incorporated into strategy. - Individual customer feedback stories can be misleading. It's important to study in a quantitative way. - "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer

Links: Full Show Notes & Links - http://bit.ly/2SjVdKN Convince & Convert - convinceandconvert.com Jay’s Twitter - twitter.com/jaybaer Jay’s LinkedIn - linkedin.com/in/jaybaer

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

5 Key Takeaways:

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

Bio:

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

Joel Windels, the CMO of NetMotion, says if you’re working on building the ultimate customer experience, you should shift your mindset and instead look at it as an overall consumer experience. The difference is subtle, but the applications and implication of that mental move are necessary in a world where buying something goes far beyond just the basic transaction.   

“The quickest way to describe why it's important is unboxing videos on YouTube,” he said. “You don't just buy a gadget or a phone anymore. You're buying the presentation of the box that it comes in and how it slides out and how it sets up. It's much more than the utility of the product itself. From the moment you first hear about us, to the moment you finally login, it's all of those micro touchpoints. How do you make sure every single interaction you have with us as a business is just really good.”

On this episode of Marketing Trends, Joel takes us further down the consumer experience rabbit hole. Here he provides some key marketing strategies to help curate a positive 360-customer experience, including tactics that not only drive customer engagement, but then turn those customers into champions for your brand.

Main Takeaways:

• Surprise and Delight: Every time you have an engagement with a customer, you have to be thinking about how to turn that customer into an advocate for your brand. This is especially important when a customer has had a poor experience with your brand. Find all the points in the customer journey where you can go above and beyond what is expected in order to mend that relationship and earn a loyal customer for life.
• And Now, Something Completely Different: There is no doubt that marketing in 2020 was vastly different than ever before — but that just meant that marketers had to find innovative ways to engage with customers.,  To get and stay ahead, continually find ways to turn routine, potentially rote events such as webinars into something new that a customer would want to take part in. In fact, studies show that webinars and virtual events that featured unique twists often receive higher engagement and longer participation.
• To Infinity and Beyond: The customer experience is more than just the overall journey from product identification to checkout. The journey also includes all the other touchpoints as well. From presentation, to unboxing, and feel, marketers must always be thinking about how you can turn every single interaction into a positive experience.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

The saying, “cash is king,” might have finally met its match in 2020. As more and more businesses and banks push their business toward eCommerce and digital transactions, the result is the further shunning of physical cash., One CMO is hoping to cash in on that trend, if you will, by capitalizing on every single swipe of the credit card thanks to a little help from A.I.

“We thought, what if we use AI technology embedded on our cards? So when you scan [the card], you'll get personalized offerings and content? That will help customers to get offers faster and in one offline innovative space, as well as on our side, we'll optimize our marketing spend.”

Those are the words of Levan Gomshiashvili, the CMO of Bank of Georgia, and his example of card-linked marketing is a look at how his marketing team hopes to stay ahead of the curve in 2021. On this episode of Marketing Trends, Levan details what else is on the table this year, including how his team works with the product development and sales teams to create winning products and strategies in order to meet the customers where they need them most. Plus, Levan discusses how marketers can stay ahead of the curve, even when their budget might be cut.

Main Takeaways:

• Card-Linked Marketing: Marketers are constantly trying to find new and innovative ways to create a more personalized experience for their clients. A developing avenue that Bank of Georgia is pursuing card-linked marketing. By using demographic data from purchases, bank marketers can now create a clearer overall picture of each individual customer, while pushing messaging and promotions that are more effective to what the customer needs and wants
• So You Want to Be a TikTok Star: It’s more important than ever that your messaging reaches your target audience. When it comes to your digital messaging efforts, work to make sure you are reaching them on the channels that they are already engaging with. If your audience is on TikTok, shift your digital strategy to meet them on that platform, but don’t get too comfortable. You have to constantly be exploring new platforms and environments in order to keep your content and messaging timely, while appealing to your base audience.
• Don’t Overthink It: As marketing budgets shrink due to the fallout from 2020, marketers need to double down on the tactics and strategies that worked for them in 2020. If digital channels were a huge success for your brand, focus on those channels and products that the customers have already told you they need and want.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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

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

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

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

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

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

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

There are certain holiday traditions that just hit differently. From the old-schoolMacy’s Thanksgiving Day parade to the new-school release of the Starbucks holiday cups, these time-honored rituals have become synonymous with the holiday season. But what happens when one of those customary activities is forced to undergo a swift change? That’s what happened when UNICEF’s annual Halloween boxes went from the hands of kids to the laptops of corporations.  

“One of the byproducts of being forced into a virtual trick-or-treat experience, we were able to actually personalize it for some of our corporate partners. They could brand it, they could put their names on it, they could raise money for the thing that they were most passionate about. [Virtual events] really give us a chance to extend beyond just the youth audience and get into a bit of an older audience. So it did also give us an opportunity to get a glimpse into what this could be if it was expanded beyond just schools.”

Those are the words of Shelley Diamond, the CMO of UNICEF USA, and for decades, trick-or-treating was one of the main ways that the non-profit connected with individuals. Shelley joined Marketing Trends to discuss how UNICEF spun its popular trick-or-treating event into something new and memorable for both adults and children. Plus, she explains the lens through which her team views digital advertising, and why UNICEF’s mission is rooted in the brand.

Main Takeaways:

• Rooted in Brand: Your brand should always reflect your mission. Every touchpoint — from advertising to social content to storytelling — has to lead back to the overall mission of your company or non-profit, and reflect the goals it is striving to achieve.
• Take it Virtual, but Make it Count: If an event has to shift to virtual, look at it as an opportunity to reach a broader audience. When UNICEF moved its trick-or-treating campaign online, it saw a greater opportunity to reach a broader audience.
• It’s a Digital World, We’re Just Living in it: Digital media should be viewed as an avenue to gain valuable insights about your customers. From email marketing to search, to online video content, marketers need to constantly be looking at what the data is telling them. If the results are positive in one place, lean into that medium. If something isn’t working, analyze where the issue is and address it.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Tim Glomb has never been one for doing things the “traditional way.” From his days producing reality television shows, to his current gig as the Vice President of Content and Data for Cheetah Digital, Tim has consistently operated under one founding principle: To create content that makes people say, “‘That was awesome.”

“You want to know if your content is resonating. Yeah, jumping out of a plane and having Tommy Lee FaceTime you and all these things sounds crazy, but we had CMOs and CEOs and some of our clients writing our CEO notes and emails going, ‘Did I just watch your team jump out of a plane to kick this off? That’s [awesome]. That's different. You got my attention.’ You have to experiment, you have to jump-off ledges, but they’ve got to be calculated risks. You have to be doing things that people are going to look at and go, ‘Why the heck did they do that?’ Some will fall flat — so, fail quickly, and move on, but you've got to take those risks and you go to have fun. If you're not having fun, why are you doing it?”

Fun is the keyword, but in the B2B industry, it can sometimes get lost in the day-to-day marketing tactics being used. On this episode of Marketing Trends, Tim discusses how B2B marketers can think differently and start injecting a little more adventure into what they do, and he talks about the power of creating meaningful and engaging content, even in a space that’s not known for it.

Main Takeaways:

• Viva La Content!: In a world driven by content, you need to constantly be thinking to yourself, ‘Is this content something that I would want to consume?’ If the answer is no, you need to rethink what you are producing for your clients. Put your client first and don’t just produce content that improves their metrics. Produce content that inspires and energizes your clients and makes them excited to work with you.
• Through their Eyes:  One of the biggest mistakes marketers often make is not letting their clients tell their own story. Don’t tell the story for your clients — let them convey their message and then it’s the marketers job to find a unique way to make the audience engage with that.
• Data Know-How: When you’re looking at your data, ask questions, and really listen to what the market is telling you. The goal of any content should be engagement, but make sure that you are listening to the people on what they want, even down to the medium and the format.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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.

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/

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• You 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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)

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

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 Takeaways

• Special 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.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

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Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.