What is a brand? According to Seth Farbman, former CMO of Spotify, it isn’t “a logo, or the name of the company, or anything marketing owns.” To Seth, your brand is “everything you do and say and make.”  In part 2 of our interview with Seth, he talks about how he helped Spotify develop its brand identity. He also talks about customer-centricity, user experience, working with artists, and much more.   Links: Full Notes & Quotes: http://bit.ly/2ou4IvU  Part 1: bit.ly/2lYNgP2  Seth’s LinkedIn: https://www.linkedin.com/in/sfarbman/ Seth’s Twitter: https://twitter.com/sethfarbman Spotify: https://www.spotify.com/us/   Key Quotes: - “Brand is not a logo. It's not the name of the company. It's nothing marketing owns. Brand is simply an aggregation of everything you do and say and make.” - “My challenge to that team was extreme creativity. It was to push us forward, to take risks. You know, I had one new creative who said, 'I don't understand where the line is.' And I said, 'Neither do I. We'll cross it, we'll get the shit out of us for a day, and then we'll know where the line is.'" - "You need your work to be so interesting that it does not feel like marketing and people share it." - “I'm excited to be able to return without apology to the original purpose of marketing, which is to let people dream, and to give people hope and to help them identify what's important to them in their lives.” - “Hire really, really good people and the rest will take care of itself.”   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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"   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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.   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Finding exponential growth is the dream and goal of every startup. It’s also extremely difficult. On this episode of Marketing Trends, we talked with an expert in startup growth about what it takes to achieve liftoff. Brian Rothenberg is a partner at the venture capital firm defy.vc and a veteran of startup marketing himself. He previously served as the Head of Growth and GM at Eventbrite and the Co-Head of Marketing at TaskRabbit. On this episode, Brian talks all about how growth needs to evolve at every startup stage, including how to find product/market fit, scaling, and creating durable growth.   Links: Notes & Quotes: http://bit.ly/2mVRkzI Brian’s LinkedIn: linkedin.com/in/brianrothenberg/ Brian’s Twitter: twitter.com/bmrothenberg Defy: defy.vc/    3 Key Takeaways: - Growth marketing looks different at different stages for a startup. Effective entrepreneurs need to learn to adapt and change as their company grows. - In the first stages, marketing should be focused on experimentation and finding product-market fit. - After that comes finding the most effective marketing channels and optimizing those channels.    Bio: Brian is an Investment Partner at Defy.vc. He previously worked at Eventbrite as the VP of Growth and GM of their self-service business/product. He helped to scale Eventbrite’s business to several billions of dollars in annual transactions across 180+ countries around the world. Before Eventbrite he was Co-Head of Marketing at TaskRabbit where he helped to 3x their core business volume and co-authored the strategy that led to TaskRabbit’s successful pivot to a more tightly-managed marketplace. He joined TaskRabbit via acquisition of his own company, SkillSlate, which he co-founded and ran product and marketing for. Brian started his career as a Product Manager for Yahoo!’s marketplace businesses where he was focused on consumer product, SEO, conversion optimization, traffic acquisition, and any other growth lever he could find.   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

As a marketing leader, getting to know your target market is crucial. Marketers who know and understand their customer-base are able to unlock exponential growth. So how can marketers get in sync with those they seek to reach? To find out, we talked to Marie Rosecrans, SVP of SMB Marketing at Salesforce. On this episode of Marketing Trends, Marie also talked about how to build a great marketing team, her favorite ad campaigns, and much more.   Links: Full Notes & Quotes: http://bit.ly/2m6XmNz Marie’s LinkedIn: http://bit.ly/2lOXi5e Marie’s Twitter: http://bit.ly/2kv5V4F Salesforce: https://sforce.co/2lLV86l     3 Key Takeaways: - Surrounding yourself with a great team is one of the most important things you can do as a leader. - “You absolutely have to know who your customer is, in and out. Don't bother with any marketing - don't spend a penny - until you've done that.” - Marie Rosecrans - Consider showcasing your customers and promoting their successes.    Bio: As senior vice president of SMB marketing at Salesforce, Marie Rosecrans focuses on empowering small and medium businesses with the tools and resources they need to grow. Before joining Salesforce in 2008, she held positions in customer support, professional services, product marketing, and program management at Oracle, Peoplesoft, Evolve, and Primavera. Marie lives in the San Francisco Bay area and enjoys hiking and traveling with her husband and family.   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

There have been Marketing Trends episodes about how CMOs should approach their first 90 days on the job. But on this episode, we talk with someone who is actively going through it. Lauren Vaccarello was named CMO of Talend just before this episode was recorded. Across the roundtable, we had Thomas Butta, who has served as CMO multiple times and currently serves as CMO of SignalFx. On this episode, Tom and Lauren dive deep into how to succeed as a new CMO. They also talk about real-time analytics, leadership, giving feedback, and much more. “Not only is your job to help position your company in a way that you can guide your customers to where they need to go, but I think you also need to be a coach, a mentor, and a guide to your team.” - Tom Butta   Links: Full Notes & Quotes: http://bit.ly/2mEkgw4 Tom’s LinkedIn: linkedin.com/in/tombutta Tom’s Twitter: twitter.com/thomasbutta SignalFx: signalfx.com Lauren’s LinkedIn: linkedin.com/in/laurenvaccarello Lauren’s Twitter: twitter.com/laurenv Talend: talend.com   3 Key Takeaways: - When you’re first getting started as a CMO, talk to everyone and get their perspectives. This includes your team, customers, your peers in other functions, and even industry analysts. - It’s important to balance getting short-term wins like feeding leads to sales, with long-term initiatives like category development and positioning. - Take the time to offer in-depth, meaningful feedback. It saves you time in the long run as your team learns to do things according to your preference.     Bios: Thomas Butta is the CMO at SignalFx. As a marketing leader and brand strategist, Tom has helped some of the world’s most successful enterprise SaaS companies in rapidly-changing categories achieve the coveted positions of thought leader and trusted guide to the Fortune 2000. Prior to SignalFx, Tom was CMO at Sprinklr, consultant-in-residence at Andreessen Horowitz, and CMO of AppNexus, NICE Systems, PTC, and Red Hat. Tom is a Board Director at YSA.org, and Advisor to Airship, Gigster, Kustomer, and Teampay. Lauren Vaccarello is the CMO of Talend. Previously she served as the VP of Marketing at Box and has also held executive marketing roles at AdRoll and Salesforce. Regarded as an expert in B2B digital marketing, Lauren has written two industry-leading books, “Complete B2B Online Marketing,” and “The Retargeting Playbook.” She has also received numerous awards for her work, including “Top 50 Women in Revenue” and San Francisco Business Times’ “Most Influential Women in Business.”   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Social media has revolutionized the world. It has changed the way people communicate with each other, get their news, organize groups, and spend their time. But according to Jamie Gilpin, CMO of Sprout Social, too many marketers are treating this revolutionary innovation like it's nothing more than another advertising channel. On this episode of Marketing Trends, Jamie explains why more marketers need to make social a core part of their marketing strategy, and how doing so can lead to greater insights, better customer connection, and faster growth. “I think social media is, in many ways, our chance as marketers to be that clear mirror for the organization to provide customer insights that most departments don't have.”   Links: Full Notes & Quotes: http://bit.ly/2m0PQnt  Jamie’s LinkedIn: linkedin.com/in/jamiegilpin/ Jamie’s Twitter: twitter.com/jamiewo Sprout Social: sproutsocial.com   5 Key Takeaways: - Social media was invented as a way to communicate, and it should be used as such. It should be used both for mass communication and for one-on-one communication. - Social is a great resource for discovering insights about your customers and your market.  - Brands should carefully analyze the way they communicate on social and the type of messaging they send, just like they would on email, live chat, or any other channel. - B2B marketers should also take advantage of social. Social media is a place where consumers come not only to be entertained, but also to be educated, and educational content works well in a B2B context. - As social becomes a core part of not only marketing strategy, but a brand's strategy as a whole, the company gets closer to the consumer, creates better products, and finds more success.   Bio: Jamie Gilpin is the Chief Marketing Officer at Sprout Social. Previously, Jamie was Chief Marketing Officer at Envoy, and before that was the VP of Marketing and Branding at CareerBuilder.   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Innovations in technologies like cameras, IoT sensors, and AI have enabled the rise of new connected smart cities. But according to Jessica Burton, Global Surveillance Portfolio Marketing Manager at Seagate Technology, the real backbone of that technology infrastructure is data storage. On this episode of Marketing Trends, Jessica tells us how she is educating system integrators and solution architects about the importance of hard drives and how they can enable smart city innovations. Links: Full Notes & Quotes: bit.ly/2kc9YT1 Jessica’s LinkedIn: https://www.linkedin.com/in/jessicawilloughby/ Jessica’s Twitter: https://twitter.com/storagegal_sv Seagate: https://www.seagate.com/  5 Key Takeaways: - “In this space, there's so much technology right now. You're talking about everything from cameras to AI software that's simplifying and expanding the whole scope of what surveillance means. It's beyond just security and catching the bad guy these days. It's optimizing your business based on the learnings that you have from your surveillance footage on how to place products within your store or to optimize manufacturing processes.” - Jesica Burton - Smart cities are being enabled by the convergence of multiple technologies including 5G, low-cost high-resolution video cameras, and traffic sensors. All these technologies create data that needs to be stored. - “The world is changing for smart cities; capabilities are increasing, but at the same time, costs are significantly decreasing.”—  Jesica Burton - When dealing with customers, Jessica addresses the fact that there is the right drive for the correct application. Not all storage is created equal. - “At the end of the day, it comes down to understanding who your customer is, but not only understanding who your customer is, but who's making that purchase decision in the buyer's journey." - Jessica Burton Bio: Jessica Burton is the Global Surveillance Product Marketing Manager at Seagate Technology, and she has over 10 years of experience in IT storage. Prior to her current position at Seagate, she was the Worldwide Product Marketing Manager for Hewlett Packard Enterprise, working on the storage, server and cloud portfolios. She also previously worked for HP as the Global Business Planning and Product Manager. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

What does it take to build a world-class brand? Many marketers aspire to it, but few are ever able to actually participate in building one of the top brands in the world. However, Michael Mendenhall has had the opportunity a number of times. As a senior marketer at Disney, he was able to learn from great brand builders like Michael Eisner, Bob Iger, and Steve Jobs. And as a multi-time CMO, he has had opportunities to perfect the craft of building a brand from the top. Now Michael is bringing that expertise to TriNet, where he serves as Senior Vice President, Chief Marketing Officer/Chief Communications Officer. On this episode, Michael opens up his playbook and talks about how to build a world-class brand. He also discusses how to manage a marketing team, why communications should sit with marketing, and much more. Links: Full Notes & Quotes: http://bit.ly/2kQA527 Michael’s LinkedIn: http://bit.ly/2mlZQYJ  TriNet: www.trinet.com  5 Key Takeaways: - “I've always built a team, not as if it's a marketing team as much as it’s a team that’s all about content. It's all about our narrative. It's about the focus and consistency of the narrative.” - Michael Mendenhall - CMOs should focus more on driving meaningful engagement than on pure volume metrics. - Communications is pivotal to marketing, and senior marketers should aspire to have supervision over the communications function and team. - “One thing I learned from Steve [Jobs] is simplicity of message and focus. Don't get distracted in your messaging and communications.” - Michael Mendenhall - Your brand is precious. If you aspire to be a world-class brand, don't allow yourself to put out anything that isn't world-class. Bio: Michael Mendenhall joined TriNet in March 2018 as Senior Vice President and Chief Marketing Officer/Chief Communications Officer. He leads all marketing and communications functions, including messaging, branding, advertising, demand generation, product marketing, and corporate communications. Michael is a marketing and technology veteran with extensive leadership experience. Prior to TriNet, he most recently served as IBM’s Chief Marketing Officer and Chief Communications Officer for IBM Watson and IBM Cloud, leading all marketing and communications strategies for both business areas. Prior to IBM, Michael was the Chief Marketing Officer and Chief Communications Officer at Flex. Michael also served the Executive Vice President and Chief Marketing Officer at Fusion-io, where he helped transform its brand positioning and product alignment prior to its acquisition by SanDisk. Before Fusion.io, Michael served as the Senior Vice President and Chief Marketing Officer at Hewlett-Packard and spent 17 years at the Walt Disney Company, where he rose to President of Marketing and Synergy for Walt Disney Studios and Executive Vice President of Global Marketing for Disney Parks and Resorts. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Being a CMO is a tough job, especially in the weeks and months after stepping into a new organization. Few people have mastered stepping into a new CMO role quite like Heidi Melin, CMO of Workfront. Heidi has more than 20 years of senior marketing experience. Previously, she has served as the CMO of Plex Systems, Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. On this episode of Marketing Trends, Heidi shares her best practices for taking over as CMO. She also discusses how to optimize work management, how to build a great marketing team, and much more. Links: Full Notes & Quotes: http://bit.ly/2lLFEPM Heidi’s LinkedIn: linkedin.com/in/heidimelin/ Workfront: workfront.com/ 5 Key Takeaways: - To build a category, it's important to focus on the voices that people trust most: Analysts and industry influencers. - "Look at marketing as an opportunity to ensure that all of your business processes are connected. If you haven't centralized your work process, you're missing a big piece.” - Heidi Melin - A CMO should focus on three primary objectives: First, developing a strategic plan and cascading goals to the marketing team, second, aligning the budget to those goals, and third, focusing on the actual projects and initiatives. - “Positioning and developing a brand platform is all about the company. Generally it's led by a marketing team, but frankly, it has to have engagement from across the company in order for it to become real.” - Heidi Melin - Great talent can be found anywhere. Marketing leaders can look outside the traditional markets to find very capable marketers. Bio: Heidi is the CMO of Workfront. Prior to Workfront, Heidi was the CMO of Plex Systems, Inc., where she was responsible for strategy and execution of all marketing efforts. She also previously served as CMO at Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. In addition, Heidi served as a public company board director for Accelrys. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah, Senior Brand Marketing Manager at RB, a conglomerate that produces health, hygiene, and home products under well-known brands like Clearasil, Lysol, Mucinex, and Durex. According to Nancy, there are tried-and-true strategies for fighting back against insurgent brands and dominating your category. On this episode of Marketing Trends, she lays out those strategies and explains how she has been able to help RB's sexual wellbeing brands maintain their position as category leaders. She also discusses the unique difficulties and opportunities of marketing sexual wellbeing products, her best tips for starting a performance marketing program, and how to break down silos between performance and brand marketing. Links: Full Notes & Quotes: http://bit.ly/2kvaqfw Nancy’s LinkedIn: linkedin.com/in/nancy-shah-mba-5571472a/ RB: www.rb.com/ 5 Key Takeaways: - Effective performance marketing is all about testing and learning. - "When we capture more data, we can understand the consumer journey and better inform our media buys and content strategy." - Nancy Shah - To stay relevant, legacy brands need to follow a three-part plan: First, establish robust performance marketing, then drive awareness, and lastly innovate quickly. - "When you give people the autonomy to test and learn and to work cross-functionally to bring teams together, it drives a lot more business." - Nancy Shah - Consumer education is a great opportunity to provide value to the consumer and drive exposure for your brand. Bio: Nancy Shah is a senior brand marketing manager at RB, leading K-Y & Durex brand strategy with a focus on driving growth through e-commerce, performance marketing, and content strategy. Nancy is a graduate of Rutgers University, where she received her bachelor's degree in finance and economics as well as her MBA. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Over the last couple of years, there has been a 118% increase in job openings with sale enablement in the title. Why is this often-overlooked area of marketing exploding? To find out, we talked to John Raguin, CMO of Seismic, a leading sales enablement platform. On this episode of Marketing Trends, John talks about sales enablement, why it is exploding in importance and popularity, and how mastering it can lead to massive growth. In this interview, John also talks about making “enablement” a word, what being a CEO taught him about being a CMO, and much more. Links: Full Notes & Quotes: http://bit.ly/2kqtKKS John's LinkedIn: https://www.linkedin.com/in/jraguin/ Seismic: https://seismic.com/ 5 Key Takeaways: - "Sales enablement is one of the pieces that bring marketing and sales together." - John Raguin - Enablement is not a word in any of the major dictionaries, but John encourages everyone to sign their petition to add it to the dictionary so that the sales enablement profession will have a real-world title. - From being a CEO, John learned, "to let things go and to let people make the best decisions." He also discusses the importance of talking to people without being heavy-handed and letting them "shine." - "An organization can only do so many things at one time, and you have to accept that certain things aren't going to be done as well as you would like, or not done at all." - John Raguin - John believes it is important to prioritize those in your pipeline that are closer to closed-won, instead of focusing on one person who isn't ready to cross the line. Bio: John is the CMO of Seismic where he leads their global marketing strategy. Prior to Seismic, John was a partner with venture capital firm F-Prime Capital. John also served as CEO and founder of Guidewire Software (NYSE: GWRE) which he led from inception to $150+M in revenue, as well as in management roles at Ariba (acquired by SAP) and MRO Software (acquired by IBM). --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Most marketers only have responsibility for promoting one brand. A few senior marketers are responsible for a handful of brands. Leslie Tom, SVP of AppExchange Marketing and Programs at Salesforce, has marketing responsibilities for an entire ecosystem. On this episode of Marketing Trends, Leslie sits down with Ian and Lauren to talk about how she handles this unique challenge, best practices for partner marketing, the top technology trend she’s watching, and much more. Links: Full Notes & Quotes: http://bit.ly/2k556iI Leslie’s LinkedIn: linkedin.com/in/lesliejtom/ Leslie’s Twitter: twitter.com/lesliejtom Salesforce: salesforce.com/ 5 Key Takeaways: - Partner marketing allows two companies to share the strength of their customer relationships with each other, creating significant growth opportunities. - Ecosystems provide a larger variety of solutions than a single company ever could, while still maintaining consistency in the customer experience. - "Trust your gut more. Trust that little voice in your head, especially if you have the experience." - Leslie Tom - "Be intentional. I think everybody succeeds if they have some intention and purpose in their career." - Leslie Tom - Artificial intelligence is the technology that is most likely to disrupt how marketers do business in the coming years. Bio: Leslie Tom is the senior vice president of AppExchange marketing and programs at Salesforce. She has been named on Computer Reseller News’ (CRN) Power 100: The Most Powerful Women of the Channel list. Prior to joining Salesforce in 2005, Leslie worked in several marketing leadership roles at Siebel Systems and Oracle. Leslie holds a double major in Business and Psychology from San Jose State University. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Millions of people know about the "pay gap," or the average difference in wage earnings for men and women in the USA and throughout the world. Relatively few people know about the "equity gap," or the difference in ownership stake between men and women who work at early-stage companies. Emily Kramer, VP of Marketing at Carta, is trying to change that. On this episode of Marketing Trends, Emily talks about the data behind the equity gap and how to address it, driving startup growth, leadership lessons she has learned, how to succeed in a head of marketing role, and much more. Links: Full Notes & Quotes: http://bit.ly/2UbWMLu Emily's LinkedIn: linkedin.com/in/emilykramer/ Emily's Twitter: twitter.com/emilykramer Carta: carta.com/ 5 Key Takeaways: - Everyone should know what questions to ask and how to negotiate when getting hired, especially women in tech. - "We're trying to help arm employees who haven't worked at tech companies to understand what's going on, and help level the playing field." - Emily Kramer - "We need women founders. We need women in earlier positions. We need women in engineering roles because that's where equity is created -- at the beginning." - Emily Kramer - During the hiring process, don't give your requirements because you may be below where they are coming in. Ask questions, and if they don't have a system, that should be a red flag. - "Calculate out what you think the possible exit scenarios are and how much you'd get in those situations to compare your multiple offers or what you had before in your previous role. Try to gather as much information possible." - Emily Kramer Bio: Emily Kramer has been building Carta's marketing team for the past year and a half as their VP of marketing. Emily joined Carta to help bring more diversity and transparency to the cap table. Prior to joining Carta, she has built and led marketing teams at Asana, Ticketfly, and Astro (acquired by Slack), and attended Tufts University and Harvard Business School. Opinions expressed in this podcast are those of Emily Kramer alone and do not necessarily reflect the views of Carta. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

This episode of Marketing Trends is a little bit different. We wanted to help give you a small peek behind the curtain of the things we are doing and thinking about here at Mission. On this episode, Ian is joined by producer Ben to go over a presentation that Ian originally gave the IBM Bluewolf Marketing Kickoff. In this presentation, Ian explains what audacious, repeatable content is, why it is important to us here at Mission, and how it helps drive exponential growth for marketers. Ian is the co-founder and Chief Content Officer here at Mission.org, as you have heard him say a time or two if you’re a regular listener. Full notes and quotes: http://bit.ly/2NEzX1J --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

If it wasn't for a part-time job during Paige's P.h.D studies, she probably wouldn't be where she's at today. Thankfully, Paige O'Neill never looked back. She's currently the CMO at Sitecore, a company that creates human connections between brands and their customers with end-to-end content, seamless commerce, and personalization. On this episode of Marketing Trends, Paige sits down to with Ian Faison and Lauren Vaccarello to discuss how Paige got into marketing, Sitecore, the future of digital experience, lessons learned from a career in marketing, and much more! Links: Full Notes & Quotes: http://bit.ly/2NDFLJ5 Paige's LinkedIn: http://bit.ly/2NxLgJc  Paige’s Twitter: http://bit.ly/2HsYYsL Sitecore: http://bit.ly/343FV22 5 Key Takeaways: - "You're not going to be in business for much longer if you're not getting a handle pretty quickly on customer experience and what customers are expecting from companies." - Paige O'Neill - Digital transformation must start from the customer's point of view. - Short-term wins are important to set up longer-term success. - Don't be too quick to switch gears. Have confidence in your direction. - In the first 90 days as a CMO, it's important to go around and talk to as many employees as possible and be curious about alignment. Bio: Paige O’Neill is the CMO of Sitecore. Prior to joining Sitecore, Paige was CMO at digital workplace platform provider Prysm, where she rebranded the company and helped it transition to a combined SaaS and hardware business. She previously served as CMO at SDL and as Vice President of Marketing for Aprimo, where her thought leadership, demand generation, and communications programs contributed to rapid growth. Paige also served as CMO at PHH Arval and two early-stage startups — Aravo and GreenRoad Technologies. Prior to PHH, Paige spent a decade at Oracle Corporation leading a variety of marketing initiatives. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

After Varun Kohli, Head of Strategic Marketing, PMO, & Global Demand at Symantec, launched one particular campaign early in his career, it nearly crashed the entire IT infrastructure of the company he was working for at the time, because of the huge amount of traffic it generated. How did he manage to create such a groundswell of interest? By combining story and data. On this episode of Marketing Trends, Varun talks about how to tell data-driven stories, how to surface great customer stories, his best tips for marketing at startups and at scale, and much more.   Links: Full Notes & Quotes: http://bit.ly/33P5Ryi Varun’s LinkedIn: linkedin.com/in/kohlivarun/ Varun’s Twitter: twitter.com/vk_is Symantec: symantec.com/   5 Key Takeaways: - "My belief is very simple. Don't have data without a story and don't have story without data." - Varun Kohli - When there is an acquisition, stick around. There will be voids that you can step into. There are always opportunities after acquisitions and mergers. - "Keep on raising your hand, don't run away from the fire, keep on running towards the fire and good things will happen to you." - Varun Kohli - As a brand becomes larger, third-party validation becomes more and more important. You can say whatever you want about yourself, but if others aren't saying it, it doesn't matter. - Customers will find novel ways to use your product, so it's important to talk to them and hear what those stories are so those stories can be told.   Bio: Varun Kohli is the Head of Global Demand Generation, PMO and Strategic Marketing at Symantec Corporation. He joined Symantec via the Skycure acquisition, a leader in Mobile Threat Defense. At Skycure, he was employee #1 in the U.S., and as their CMO led all aspects of marketing, operations and account development. Varun has held leadership positions in marketing, product management, and product development at both startups and large companies, and is on the advisory board of many startups. Varun earned his Bachelor of Technology in Computer Science from the Indian Institute of Technology, Guwahati, India, a Master of Science in Computer Science from the University of California, Riverside and studied marketing at University of California, Berkeley. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Most Marketing Trends guests focus on a specific strategy, tactic, or technology. But Geoffrey Miller, Associate Professor of Psychology at the University of New Mexico, starts with marketing's most fundamental question: Why do people buy things? On this episode, Geoffrey talks about biology, evolution, and how psychology affects the way consumers respond to marketing. He digs into how people's fundamental wants and needs inform what they buy and who they buy from.   Links: Full Notes & Quotes: http://bit.ly/2P8BRKE Geoffrey’s LinkedIn: linkedin.com/in/geoffrey-miller-002a3710/ Geoffrey’s Twitter: twitter.com/primalpoly PrimalPoly: primalpoly.com/   5 Key Takeaways: - Virtue signaling, or the natural instinct to show that we are good people, is an important behavior exhibited by almost everyone. - "Fundamentally, what matters to people is not material wealth. It's maximizing things like your social status, your attractiveness, and your prestige." - Geoffrey Miller - We have a deep need for story and narrative. Stories are how we learn and how we've entertained ourselves for thousands of years. - "I think innovative brands and psychology-savvy marketers can now add a lot of value to people's lives in totally new ways that might not even require buying the product." - Geoffrey Miller - Consumers rarely know themselves as well as they think they do, and their stated reasons for making purchases are often different from their true motivations.   Bio: Geoffrey Miller is an evolutionary psychologist best known for his books The Mating Mind, Mating Intelligence, Spent, and Mate. He has a B.A. in Biology and Psychology from Columbia University and a Ph.D. in Cognitive Psychology from Stanford University, and is a tenured associate professor at University of New Mexico. He has over 110 academic publications (cited over 14,000 times) addressing sexual selection, mate choice, signaling theory, fitness indicators, consumer behavior, marketing, intelligence, creativity, language, art, music, humor, emotions, personality, psychopathology, and behavior genetics. He has also given over 200 talks in 16 countries, reviewed papers for over 50 journals, and also worked at NYU Stern Business School, UCLA, and the London School of Economics. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Marketing to developers is notoriously difficult. They are independent-minded and hate being marketed to. On this episode of Marketing Trends, we talked to an expert who has figured out how to do it successfully. Vidya Peters is the CMO of Mulesoft. In that capacity, she has built a community of developers who love her product and share it with each other. In this interview, Vidya talks about the best practices for marketing to developers, how to market to potential talent, best practices for measurement and identifying KPIs, and much more.   Links: Full Notes & Quotes: http://bit.ly/33KQOpl Vidya’s LinkedIn: linkedin.com/in/vidyapeters/ Vidya’s Twitter: twitter.com/vidya_peters MuleSoft: mulesoft.com   5 Key Takeaways: - "Three things make developer marketing different from everything else: One is they don't want to hear from the company; they want to hear from each other. Second, they don't want to read any of your content. They want to just use the product and see how that works. Third, they don't want to meet you. They don't want to see you. They want to meet with each other." - Vidya Peters - It all starts with product. A developer has to know and want to use your product before anything else can be accomplished. - Sometimes it's better to have fewer metrics that you can focus more intently on. - Focusing on features is a dead end. The more technical the product, the more important storytelling is. - With talent marketing, you should take the same approach to candidate experience that you take to customer experience.   Bio: Vidya Peters is the chief marketing officer at MuleSoft. Vidya was previously at Intuit, where she served in various marketing leadership, product management and strategy roles over the course of seven years. Prior to Intuit, Vidya began her career at Bain & Company in various consulting roles for the technology and financial services industries across Asia-Pacific and the United States. Vidya holds an MPA from Harvard University, an MBA from the Kellogg School of Management and a bachelor’s degree in industrial engineering from Northwestern University. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

How do you establish a brand reputation in the B2B space when your brand has historically been known for consumer electronics? That is the question facing Bob Madaio, VP of Marketing at Sharp Business USA. After more than 20 years with EMC and Hitachi, Bob now leads the marketing team for the B2B arm of Sharp electronics. On today's episode, Bob sits down with Ian to discuss what he's doing to change those perceptions, gives his perspective on the best ways to acquire customer feedback, talks about his favorite campaign, and much more.   Links: Full Notes & Quotes: http://bit.ly/2KHTEUr Bob’s LinkedIn: http://bit.ly/2MqGDki  Bob's Twitter: http://bit.ly/2KIkcVD  Sharp: http://bit.ly/30kAGc6   5 Key Takeaways: - Focusing on the customer is your number one job as a marketer. - Trying new things with your marketing is a must. Don't be afraid to go a little off-the-rails. - "Are you a trendsetter or a trend-jacker?" - Bob Madaio - Over-architecting a campaign message does more harm than benefit. - Be confident and speak your mind early in your career.   Bio: Bob Madaio is the VP of Marketing for Sharp Business USA, a division of Sharp Electronics. Prior to joining Sharp, he was a senior executive at two major IT solutions companies. He spent six years at Hitachi Vantara, helping customers derive greater value from their data, modernize their IT infrastructure and prepare for the coming IoT data wave. He also spent nearly 15 years at EMC where he held a number of senior solutions marketing roles. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Doug Sweeny made his mark in the marketing world with world-class, innovative companies like Google, Levi’s, and Nest. For his next challenge, he decided to join a company taking on one of the most change-resistant industries imaginable: healthcare. Doug is currently the CMO of One Medical, a company that is using disruptive technology to connect consumers with primary care providers. On today's episode, Doug sits down with Ian to talk about what he's working on at One Medical, how he got his start in marketing, why he likes to work for mission-based companies, and much more. Links: Full Notes & Quotes: http://bit.ly/2HdEqoi Doug’s LinkedIn: http://bit.ly/2Z4i9zo Doug's Twitter: http://bit.ly/31G98yc  One Medical: http://bit.ly/2Z8Jt3i 5 Key Takeaways: - Make marketing as simple as possible. Consumers should have absolute clarity about your message. - "It all starts and ends with the product you're selling." - Doug Sweeny - Campaigns work well when they are in tight alignment with a brand's product and mission. - A brand mission provides a rallying cry that ripples out through all marketing messages and channels. - "The balance between brand building, storytelling, positioning, and the business, have to be evaluated at all times." - Doug Sweeny Bio: As chief marketing officer, Doug is responsible for marketing strategy, growth and the brand story at One Medical. Doug brings deep experience across a variety of business categories and led marketing for iconic brands like Nest, Levi’s, Adidas, and General Motors EV1. In 2018, he was selected by Forbes as a top 50 CMO. While at Nest, Doug was hired as CMO and oversaw every aspect of the brand's consumer experience from an early start-up to becoming a household name. At Levi’s, he was VP of global marketing across 110 countries. Doug is a senior advisor to Google Ventures, a variety of startups, and frequent guest lecturer at Stanford School of Business and a Syracuse University iSchool board member. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Are marketers technologists? According to Whitney Bouck, COO of HelloSign, they ought to be. Whitney has spent years marketing to CIOs, and she thinks that marketers need to be just as much of technology junkies as the people they market to. On this episode of Marketing Trends, Whitney explains how to make that idea a reality. She also talks about her current work at HelloSign, why she decided to become a COO after a career in marketing, how to market highly technical products, and much more. Links: Full Notes & Quotes: http://bit.ly/2KNNxgh Whitney’s LinkedIn: http://bit.ly/2Z9fDM2 Whitney’s Twitter: http://bit.ly/2Z1qsMl Hellosign: http://bit.ly/2Z2o8o3 5 Key Takeaways: - Marketers who want to be successful need to be technology junkies, especially if they're selling to CIOs. - One of the keys to developing a great relationship with a CIO (or any executive) is listening more than you talk. -  When marketing a technical product, it's very important to focus more on the user experience than on the technology itself. - As a leader, you need to to find great partners who can act as sounding boards and take your ideas and push them to new limits. - Marketers succeed the most when they make their customer the hero. Bio: Whitney Bouck is the COO of HelloSign where she leads the Sales, Marketing, Customer Operations, and Business Development Teams. Whitney also serves as an advisor and mentor to numerous startups, including LogDNA and Ekata. Previously, Whitney has held senior marketing roles with Box, EMC, and Oracle, among other technology companies. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Everywhere you look, B2B marketers are talking about Account-Based Marketing, and its prominence is only growing. So to better understand the technology, we talked to Laura Ramos, VP and Principal Analyst for B2B Marketing Professionals at Forrester Research. On this episode, Laura talks about where ABM came from, what's next for the technology, and what it means for B2B marketers. She also talks about her background with Forrester, why she left and came back to the field of research, and the most important insights she drew for the SiriusDecisions 2019 Summit. Links: Notes & Quotes: http://bit.ly/2yXulqL Laura’s LinkedIn: linkedin.com/in/lauraramos2013 Laura’s Twitter: twitter.com/lauraramos Forrester Research: forrester.com 5 Key Takeaways: - Account-Based Marketing takes the idea of one to one marketing and scales it in a sustainable way. - The two most important aspects of ABM strategy are the ability to analyze data and insights, and the ability to personalize content. - ABM forces both sellers and marketers to focus on the right things, rather than focusing purely on volume. - ABM is forcing marketers to think harder about who they target, and that's a good thing. - "You need your sellers to be helpful and human, not hungry." - Laura Ramos Bio: Laura Ramos is the VP & Principal Analyst serving B2B Marketing Professionals at Forrester Research. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Every marketing team needs 3 C's - communication, content, and coordination, according to Dave King, Head of Marketing at Asana. On this episode of Marketing Trends, he talks about how marketing leaders can better manage all three. In this conversation, Dave also talks about the difference between collaboration and coordination, why he decided to join Asana, the advantages of the self-serve model, and his philosophy for building and managing a marketing team. Links: Full Notes & Quotes: http://bit.ly/2N1YYDM   Dave’s LinkedIn: linkedin.com/in/davebking/  Dave’s Twitter: twitter.com/dbkinger  Asana: asana.com 5 Key Takeaways: - Marketers can't just be focused on messaging. They need to focus on the management of content and how it gets to the finish line. - Marketers can't bring the same playbook to every company. They need to adapt to their business, and its product and strategy. - A company's goals and values should be a part of the way it operates and manages products. - Marketing needs to be focused on the full customer life-cycle and not just on acquisition. - "I think as a marketer, our job has always been to create content that is useful and delightful to the audience, and then scale it." - Dave King Bio: Dave King is the head of global marketing and dedicated to showing teams everywhere why Asana is the best way to manage their projects and tasks. He looks after Asana's brand and leads efforts to drive market growth and build the Asana community. Before joining Asana, Dave led the marketing teams at Percolate, Highfive, and Salesforce Community Cloud. Dave earned his B.S. from Duke University and an MBA from the Stanford Graduate School of Business. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Data and analytics play essential roles when it comes to marketing. But effectively using data to improve marketing is easier said than done. According to Scott Holden, CMO of ThoughtSpot, technology needs to be a part of the solution. On this episode, Scott sits down with Ian to dig a bit deeper into data-driven marketing and the tools marketers need in order to better access insights. They also discuss Scott's journey to ThoughtSpot, what it means to be on the same page with other departments, and much more. Links: Full Notes & Quotes: http://bit.ly/2KCaIdn Scott’s LinkedIn: http://bit.ly/31rurmK Scott’s Twitter: http://bit.ly/2MOdYoB ThoughtSpot: http://bit.ly/2Kz1f6v 5 Key Takeaways: - "You have to get comfortable being more transparent." - Scott Holden - Cease and desist letters shouldn't be what you're shooting for. However, when it comes to marketing against your competition, it could be mean you hit the mark. - Scott states, "If you're keeping the sales team fed, it buys you the right to do the cool stuff [as marketers]." Marketing and sales should be on the same page and a win for one team should be a win for the other. - Scott also argues, "In the absence of a framework or in the absence of information or communication, people just assume you're not doing your job." It's your job as the CMO to set these frameworks so others know how to measure your abilities. - Don't be afraid to stick to your value proposition and your core messaging. A lot of marketers are trying to ride trends and go all over the place. Stay constant. Bio: Scott is the Chief Marketing Officer of ThoughtSpot, a company focused on disrupting the business intelligence industry with search-driven analytics. Scott's career journey began at Chase, where he was a financial analyst. Soon after, Scott went to JP Morgan and then to Google, before landing at Salesforce. After seven years, Scott served as the VP of Marketing for the Salesforce Platform. In 2014, Scott made a move to ThoughtSpot, where he served as the VP of  Marketing before becoming CMO. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

The role of CMO is a difficult one. It's even more difficult when you're just starting out. So what do you do in your first 90 days to set yourself up for future success? To find out, we sat down with a CMO roundtable of some of the most successful CMOs around. We talked to Leela Srinivasan CMO of SurveyMonkey, Keith Messick CMO of Dialpad and Corinne Sklar CMO of IBM iX. On this episode, each of them brings a unique perspective to the discussion and share their insights on best practices for the first 90 days as CMO, how to not get fired, being memorable in B2B marketing, and much more! Links: Full Notes & Quotes: http://bit.ly/33pTxEH Leela Srinivasan’s LinkedIn: http://bit.ly/2YOASPi SurveyMonkey: http://bit.ly/2GV5rfZ Keith Messick’s LinkedIn: http://bit.ly/2GTSjYx Dialpad: http://bit.ly/33iFAZ0 Corinne Sklar’s LinkedIn: http://bit.ly/2ZSjc6o IBM iX: https://ibm.co/2KnGAmY 5 Key Takeaways: - As the CMO, is it your job to be the glue that brings the business together. Your marketing and business strategy must be aligned. - Have you taken a sales call yet? Can you talk about your product to a potential prospect? Evolve as a marketer by bridging the gap between marketing and sales. - If something is high risk and you have confidence behind it, do it. If something is low risk and you have confidence behind it, delegate it. Draw yourself an axis to see the other quadrants. Keith calls this the "2 by 2." - Giving others on your team a voice to make decisions has a viral effect within organizations. Trust, democracy, and creative freedom to develop. - It's important to constantly be adjusting and learning as you go. Adaptability and growth are what to strive for personally and externally as an organization. Bios: Leela Srinivasan is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference. Keith Messick is the CMO at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors. Corinne Sklar is the CMO of IBM iX, which offers creative solutions for business strategy and experience design to solve complex business challenges. Previously, Corinne served for 13 years as the CMO of Bluewolf, an IBM company. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Stewart Conway wakes up at 4 AM, six days a week, for a reason. His discipline, focus, and love for marketing (and skiing) are what drive Stewart and his team each and every day. Stewart is the Head of Central Marketing at BMO Global Asset Management by day and an active member of the British Association of Ski Instructors during his free time.  On this episode, Stewart talks about how being a ski instructor has shaped his views on marketing, his advice for first-time marketers, and ways to think about the current digital landscape.   Links Full notes & quotes: http://bit.ly/2YOdcu9  Stewart’s LinkedIn: http://bit.ly/2YF7z1r Bank of Montreal: http://bit.ly/2GX7IHJ   5 Key Takeaways - When teaching a new team, you need to use their language. Once you get to know them better, talk their talk and use analogies that help them learn the way they're accustomed to learning. - Similar to a skier, Stewart says marketers need to be centered. Risk needs to be balanced. - It's important to test in local markets first, have a native speaker on your team involved, and always be thinking about how other cultures might view your brand. - A great filter for new information on tech advances is your own personal network. - For first-time marketing leaders: Talk to a lot of people and don't rush to your decisions. Give yourself time to fully explore and evaluate what exactly is going on within the company, culture, and team.   Bio Stewart Conway is the Head of Central Marketing at BMO Global Asset Management. He is also a competitive skier and ski coach. Prior to BMO, Stewart was the Head of Digital for Jupiter Fund Management and has over 20 years of digital, marketing, and business experience. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

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. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Francesco Leone has helped some of the biggest brands in the world go international. As a marketing executive with Coca-Cola, Starbucks, and Colgate, he helped establish footholds in new markets. He has taken that international experience and uses it to help other brands through his marketing consulting agency called Goat Eye Strategy. On this episode, Francesco walks us through his international marketing playbook. He talks about the lessons he has learned across his career and talks through the strategies and tactics that help a brand have a flawless international rollout.   Links Full Notes & Quotes:http://bit.ly/2GCUxv5 Francesco’s Linkedin: linkedin.com/in/frleone/   5 Key Takeaways - To work in different markets, think about culture, segment, and identity, not just national boundaries. - Talent looks different in different markets. Make sure you know what you're looking for. A German resume will be different from a Japanese one, which will be different from an American one. - Innovation can isn't just technological change. Understanding your consumer and repositioning your product is an important form of innovation. - CMO's run into mistakes when they try to reach a theoretical consumer based on outside characteristics. It's important to speak to human needs. - "Start with a brand that is successful in a market segment and then search for that same segment in other markets." - Francesco Leone   Bio Prior to founding and running Goat Eye Strategy, Francesco served as the CMO of Pedal. Prior to that, he served as the VP of Global Categories and Operations for Arla Foods, and he has held top marketing positions for Coca-Cola, Starbucks, and Colgate. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

Karen Steele, CMO of LeanData, learned marketing from the best of the best. At Apple and NeXT, she had the opportunity to report directly to, and learn from, Steve Jobs. On this episode of Marketing Trends, she shares some of those lessons learned, as well as how to nail marketing attribution and her best practices for managing engagement.   Links Full Notes & Quotes: http://bit.ly/2MkY5ps Karen’s Twitter: twitter.com/karenmsteele Karen’s Linkedin: linkedin.com/in/karen-steele-b237b4 LeanData’s Homepage: leandatainc.com   5 Key Takeaways - The first step to figuring out attribution is getting great data that you can trust. - Humanizing your brand leads to more engagement. - Think about your brand promise as much as possible. It has to be your anchor that you stick to at all costs. - Advocacy, advisory, and adoption are the three A's to think about when you're thinking about your customer marketing process. - "Engagement is the process of getting people interested and getting them to take action around your brand, who you are, and what you stand for." - Karen Steele   Bio Karen Steele is the CMO of LeanData. Karen is responsible for all aspects of product marketing, brand strategy, demand generation, customer and employee advocacy, and the customer journey at LeanData. Prior to LeanData, Karen was Group Vice President of Corporate Marketing at Marketo, where she led the pioneering marketing automation company through its transformation from a public to private company and successfully introduced the New Marketo. Karen began her career at Apple where she worked alongside Steve Jobs. Karen later followed Steve to NeXT and then back to Apple, where she built the marketing foundation that helped jumpstart her career. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

"Content only succeeds when it is helpful or resonates emotionally." That is the central thesis of Camille Ricketts' content strategy. Camille is the Head of Marketing at Marketing at Notion. She helped revolutionize content marketing in the VC industry with her work at First Round Capital. On this episode, Camille talks about what it takes to create and scale a great content marketing strategy. She also talks about her start in marketing, work styles, marketing leadership, and much more.   Links Full Notes & Quotes: http://bit.ly/32TeI1x Camille’s Twitter: twitter.com/camillericketts Camille’s Linkedin: linkedin.com/in/camillericketts/ Notion’s Homepage: Notion.so   5 Key Takeaways - Content is the most scalable way to communicate your brand's values and objectives. - Great content is either helpful or resonates emotionally with its audience. - Enterprise marketing is no different in this regard. B2B buyers are humans, too. - Find a niche by being different. Different mediums work for different people. - Spend more time and energy focusing on your strengths than fixing your weaknesses.   Bio Camille Ricketts is the Head of Marketing for Notion. She has previously served as the Head of Content and Marketing at First Round Capital, Content Manager at Kiva, and Communications Manager at Tesla Motors. Camille is a graduate of Stanford University with a BA in History.  --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new 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.

"Marketing is not fluff." Or at least it shouldn't be, according to Laura Luckman Kelber, SVP of Marketing at Flexera. According to her, not enough marketers focus on how to make themselves useful to the people they are trying to reach. On this episode, Laura discusses how to be more useful as a marketer, as well as the power of aligning your entire organization around marketing, why good technology is essential for creating good work, how to rebrand a unicorn, and much more.   Links Full Show Notes: http://bit.ly/30RBIMv Laura's LinkedIn: linkedin.com/in/lauraluckmankelber/ Laura's Twitter: twitter.com/FreeRadicalSynd Flexera Homepage: flexera.com/   5 Key Takeaways - Marketing needs to be a lot of things. Most importantly it needs to be thoughtful and useful. It needs to share something consumers can learn from. - Failure happens when product, distribution, and pricing aren't aligned and communicated clearly. - Marketing needs to meet prospective customers where they are already at and speak to the pain points they're feeling at that moment. - At the same time, you need to stay ahead of what your customers are looking for. This means thinking about the future and what your customers will want down the road. - Over-communicate and never take for granted that your brand and your message are already known.   Bio Laura Luckman Kelber is SVP of Marketing at Flexera. Laura is a creative and collaborative executive with extensive expertise in building and leading high-functioning teams. Laura excels at creating strategic plans, articulating vision, and ensuring flawless implementation to transform businesses. Laura enjoys unraveling complex problems and connecting dots in unexpected ways to accelerate growth. Laura developed her unique approach through executive positions at a number of Chicago advertising agencies. Most recently she was EVP and Managing Director for Strategy at Merge. She has served as Chief Strategy Officer, Strategy Director and Client Service Director, applying her inspiring leadership and vision to B2B and B2C clients in a wide range of industries. Laura has a BS in Political Science and an MBA from the University of Illinois.   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

From Apple’s first mouse to Palm’s first Personal Digital Assistant, IDEO has helped design some of the world’s most famous and important products. Across the world, and especially in Silicon Valley, they have been looked to as the gold standard for innovation and creativity. So what can marketers learn from this unique organization? To find out, we interviewed Whitney Mortimer, CMO and Partner at IDEO. On this episode, Whitney talks about design thinking and how it can transform your marketing, the power of constraints, and how to measure and manage creativity.   Links Full Show Notes: http://bit.ly/2JTn4gX Whitney's LinkedIn: linkedin.com/in/whitney-mortimer-594ba55/ IDEO Homepage: ideo.com   5 Key Takeaways - Design thinking is a strategy that starts with a blank slate and designs around a user's needs and experience. It can (and does) lead to explosive growth. - Creativity can be measured, managed, and taught. Doing so leads to growth, agility, and resilience. - “It’s your job as a leader to stay inspired and to share that inspiration with others.” - For marketers to be successful, they need to be involved in conversations about the company’s deepest aspirations so that they can translate that vision into a narrative. - In an era of increasing automation, employees have a need to self-actualize through creativity.   Bio Whitney Mortimer is the Chief Marketing Officer (CMO) and a Partner at IDEO, a global design company that creates positive impact through design. Previously, she served as the SVP Marketing and New Business Development at Supercuts. Prior to Supercuts, she held various positions in brand management and strategy with E & J Gallo Winery, Frito-Lay, and American Express International Bank. Whitney is passionate about bringing design-led innovation to environmental conservation, social justice and the empowerment of women. In addition to being the CMO of IDEO she also serves on the board.   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Few things a CMO does are as important as creating or transforming a culture within their team. And yet few things are as poorly understood as how to lead cultural transformation. To learn more about it, we brought on Alexandra Morehouse. Few people understand how to lead cultural transformation like Alexandra. She is the CMO of Banner Health and has previously served in senior marketing leadership roles for Kaiser Permanente, AAA, Charles Schwab, and American Express.   For full notes and show notes, click here: http://bit.ly/2Qujn4f Alexandra's LinkedIn: linkedin.com/in/chiefmarketingofficersanfrancisco/ Banner Health: bannerhealth.com   5 Key Takeaways - Great brands are built from the inside out. If a company's employees don't believe in a brand, the market never will. - CMOs should work with heads of finance and sales to establish and reach meaningful marketing goals. - Marketing requires more quantitative skills than ever before, and that the skills needed are changing every 6-8 weeks. - One of the fastest ways to change culture is to change incentives. - "There's always push back. The only way to combat the push back is with information, research and data." - Alexandra Morehouse   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Customer feedback is more readily available than ever before. So how do brands use that feedback and turn it into actionable insights? To find out, we talked to Leela Srinivasan. Leela is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable, where she built product marketing from scratch and established the foundations of a B2B marketing team. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference.    For full notes and show notes, click here: http://bit.ly/2FAEuh2 Leela’s LinkedIn: linkedin.com/leelasrinivasan Leela’s Twitter: twitter.com/leelasrin SurveyMonkey: surveymonkey.com     5 Key Takeaways: - Feedback has become a global currency in a transparent world where people share their experiences. - Listening to customers allows businesses to avoid making assumptions about pain points and create products and experiences that resonate better with their audience. - Design thinking is a great mental model that helps ensure that you are identifying the market's true problems, rather than rushing to a solution. - No matter how skilled or talented they are, it is essential for marketing hires to be a fit with your company's culture. - "How do you channel that feedback? How are you going to listen to those audiences so that you can make them feel heard and so that you can adjust your organizational practices and continue to evolve in relentless pursuit of self-improvement?" - Leela Srinivasan   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

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.

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.

On this special CMO Roundtable episode, Ian and Lauren are joined by Chandar and Jennifer to discuss what a new CMO can do in their first 90 days and beyond to ensure a successful tenure. 5 Key Takeaways: - For a new CMO, focus on the people. You aren't just a marketer who needs to execute. You're a leader, and your primary responsibility is to lead. - When creating a category, it's important to satisfy the current market even as you're building toward creating a new one. - Timing is critical. Being too early to a market can be just as damaging and being too late. - Marketers need to deeply understand their buyers' problems so that they can frame themselves as the only viable solution. "People buy candles not because they like candles, but because they want light." - Chandar Pattabhiram - It's important to focus intently on the things that will matter most. Beware of taking on too many initiatives when you step into a new role. Bios: Chandar Pattabhiram is CMO of Coupa, a business spend management platform. Jennifer Johnson the CMO of Tenable, a Cyber Exposure Company, and is a Category Design Evangelist/Startup Advisor at Play Bigger. Links: Full Landing Page - http://bit.ly/2NEK74d Jennifer Twitter - twitter.com/jj_cmo Jennifer LinkedIn - linkedin.com/in/jjcmo Tenable Link - tenable.com Chandar Twitter - twitter.com/chandarp Chandar LinkedIn - linkedin.com/in/chandarp Coupa link - coupa.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Meagen Eisenberg is the CMO of TripActions, a corporate travel solutions provider. Prior to TripActions, she spent more than 20 years in high-tech and was previously CMO of MongoDB and VP of Demand Generation at DocuSign. Meagen was recently named Top 50 most retweeted by mid-sized marketers according to AdWeek and Top 25 for B2B Marketing Influencers. She is also on the board of G2 and advises over a dozen tech companies, four of which were acquired this past year. For full notes and show notes, click here: http://bit.ly/2ILcuJs Meagen’s LinkedIn: linkedin.com/in/meageneisenberg/ Meagen’s Twitter: twitter.com/meisenberg TripActions: tripactions.com 5 Key Takeaways for the On-The-Go Marketing Executive: - To become an effective marketing leader, be aware of your own weaknesses and have the skills to hire people to balance the strengths of the team. - CMO's should be strategic leaders, aligning not only with sales, but with c-level executives across the entire organization. - The best thing to do to advance in your career is to command your existing responsibilities and make room to take on more, while investing in relationships with the people around you. - Work closely with product to get to know the audience, and identify the "wow" moments that will resonate with your audience. - Having engineers and technically-minded people on the team can be a competitive advantage for marketing departments. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Keith Messick is the Chief Marketing Officer (CMO) at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors. For full notes and show notes, click here: http://bit.ly/2ILcuJs Keith’s LinkedIn: linkedin.com/keithmessick Keith’s Twitter: twitter.com/keithmessick Dialpad: dialpad.com 5 Key Takeaways: - It's hard to get people's attention. You have to be creative and willing to take risks. - Creativity comes in large part from who you hire. - B2B companies can find success using branding and emotion, just as consumer-facing companies can. - Resource constraints make a team scrappier and inspire creativity. - "I've never met a company that was really good at being something for everyone. You've got to be something for someone." - Keith Messick Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

5 Key Takeaways: The Marketing Trends team sat down with some CEOs at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on this episode. Our top 5 takeaways from these conversations: - The best content is that which you are uniquely positioned to create. "We challenge our brands to dig deep to figure out what is the one thing you can do that no one else can? If you go swimming in the sea of sameness, bad things will happen." - With a general transition toward subscriptions, focusing on new business is not as relevant anymore as the post-sale and customer journey expansion. - The goal of marketing is to facilitate value-creating transactions. - In order for an ABM strategy to succeed, it requires buy-in from the entire organization, not just parts of marketing and/or sales. - To handle escalations, be blatantly transparent and clear about how you're going to fix the problem. Click here for full notes & show notes: http://bit.ly/2xkNbaA Interviewees: Shafqat Islam is the Cofounder & CEO of NewsCred. Jon Miller is the Cofounder & CEO of Engagio. Eric Spett is the CEO of Terminus. Bryan Wade is the CEO of Sigstr.  Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Harsh Jawharkar is currently Head of Enterprise Cloud, Platform, & Ecosystem Marketing at Atlassian. He also has experience in product and marketing at PayPal, Zendesk, and Slack, among other leading technology firms. For full notes and show notes, click here: http://bit.ly/2XzHPHv Harsh’s Twitter: twitter.com/hjawharkar Harsh’s LinkedIn: linkedin.com/in/harsh/ Atlassian: atlassian.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.