Mark Kilens is the VP of Content and Community at Drift where he oversees content, creative projects, events, teams, and much more. He also oversees the Drift community and Drift Insider–which has about 45,000 members today–as well as their two biggest events, Rev Growth and Hyper Growth.In this episode, Alan and Mark break down Drift's 2021 State of Conversational Marketing report. They also talk about what conversational marketing is, how Drift approaches it, and how marketers need to think about conversation as they build their marketing and sales enablement functions.Later in the interview, Alan and Mark discuss how Drift is a unique brand and also how Mark sees content service and education actually helping to drive their marketing efforts. Listen to the full conversation to hear more about how to implement a holistic conversational strategy for marketing and sales. What's part of the secret sauce? The buyer should be at the center of everything you do.In this episode, you'll learn:The state of conversational marketingThe importance of focusing on the buyerHow to use AI efficiently in your sales journeyKey Highlights [01:38] Mark invented a snow-making machine[04:11] Mark's path to becoming VP of Content and Community[07:09] The State of Conversation Marketing report[09:36] The need to use digital marketing tools and techniques[13:00] Why you should keep the buyer at the center[17:14] What marketing looks like in the conversational commerce[21:00] Showing your personality through AI[24:41] Why Drift cares about investing in content[28:12] How content education plays into the lifecycle of a customer[32:21] An experience that makes Mark who he is today[34:21] Mark's advice to his younger self[35:37] What marketers should be learning more about[39:50] The brands and organizations Mark follows[41:24] The biggest threat and opportunity for marketersResources Mentioned:Mark KilensDriftHKD Snowmakers2021 State of Conversational Marketing ReportAdobe case study using DriftDavid Cancel, CEO of Drift on Marketing TodayDave Gerhardt, CMO of Drift, Interview on Marketing Today when at PrivyRevGrowth Virtual SummitFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Biljana Cvetanovski is a partner at McKinsey & Company and leads their marketing and sales practice in the UK, Ireland, and Israel.In this episode, Alan and Biljana discuss a recent report that McKinsey shared called “The Growth Triple Play—Creativity, Analytics, and Purpose.” During their conversation, they break down the report and discuss how, when combined, those three core elements create extensive results for companies.Biljana says she has an “impatience for impact and growth” and shares how others can pave the path for growth in their organization.In this episode, you'll learn:The types of investments and capabilities needed to deliver on growthWhy companies should focus on the growth triple playHow purpose is defining a lot of what marketers implementKey Highlights[01:20] Getting her start in trades[03:50] A “random walk” through academia[08:56] McKinsey's research on growth, creativity, analytics, and purpose[13:15] Combining all aspects for marketing success[17:02] Integrating talent in the conversation[19:23] Deepening the idea of purpose and what it means[21:25] How marketers need to work differently with the growth triple-play[23:20] What marketers need to be implementing immediately[25:48] What marketers should be learning more about[26:22] The biggest threat and opportunity for marketers todayResources Mentioned:Biljana CvetanovskiMcKinsey Marketing & SalesThe Growth Triple Play – Creative, Analytics, & PurposeMarketing's Moment is now: the C-Suite Partnership to Deliver on GrowthFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC)Connect with the Guest:https://www.linkedin.com/in/biljana-cvetanovski/https://twitter.com/McKinseyConnect with Marketing Today and Alan Hart:http://twitter.com/abhart https://www.linkedin.com/in/alanharthttp://twitter.com/themktgtodayhttps://www.facebook.com/themktgtoday/https://www.linkedin.com/company/marketing-today-with-alan-hart/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

We have two special treats in the RSS feed for loyal marketing listeners - a What if? So What? podcast drop with Alan as a guest and a Bonus episode with the hosts of What if? So What?, Kim Williams-Czopek and Jim Hertzfeld, asking Alan his own questions he asks all his guests.For this bonus episode, Alan thought it would be fun to turn the tables. So today, Kim and Jim are going to pose questions to Alan. Episode Highlights:  Kim asks Alan, you are a seasoned marketer now, but what experience of your past defines and makes up who you are today?Alan talks about his personal experience and family background. He and his dad had a great relationship; more importantly, it taught him empathy to better understand people as a marketer. And since then, what is going on in certain situations, he calls it his Spidey sense. The other thing that happened to Alan in his professional career was mentors or people along the way.Alan was a psych major in undergrad. Alan had two companies. He sold one, and the other one was struggling. He used to scan documents for coursepacks at the college. One of his colleagues Mandy Hurt, recognized his talent, and she played a very important role in shaping Alan's career.Jim asks Alan, what advice would you give to your younger self if you could go back in time and share it?It wasn't until grad school Alan learned about networking, and Alan hates that term because it sounds dirty.The University of North Carolina, Chapel Hill the Business School there they brought in a speaker, Keith Ferrazzi, who wrote Never Eat alone, which is a book Alan recommended to a lot of people, and he spoke to our class and just knowing what the power of meeting people can do for you; learning from their experiences is also building your network.As per Jim, networking is about learning about others, going back to building empathy, understanding how to relate to different people, communicating in different ways.Today, Kim asks, what one topic, if not networking, do you believe marketers need to be learning more about?Most marketers are not engineers, but there are some, says Alan.According to Alan, anything related to system dynamics or systems thinking is the study of complex systems and how they drive specific outcomes.Marketing is a complex system, and we are trying to achieve an outcome that is not linear in many cases, and if we could learn from that type of thinking, we could build better marketing systems.Jim asks Alan, if you step back from your perspective, what brands, companies, or clothes do you follow or think others should notice?Alan praises the marketing approach of Lindt chocolate and how they have maintained consistency across the years.There are marketing teams that change things because they get bored with it versus trying to figure out whether the approach is working for their customers or not, says Kim.Alan interviewed Raja Rajamanar, the MasterCard CMO, and he calls it "new bride" syndrome, where a new CMO comes in and says, oh, I've got to change everything.Kim asks, what is the largest opportunity or threat to marketers today if not new bride syndrome?Some of the things that have impressed me the most are those highly successful team's organizations who always have some sort of consistent reflection that goes on to help them focus and figure out how to get to the next level or improve says, Alan. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

What if the key to digital success is getting back to basics? An Interview With Alan Hart.This is a special feed drop from What if? So what? podcast.  Check them out!In this episode, Kim talks with Alan Hart, creator, and host of “Marketing Today with Alan Hart,” about why he thinks marketing teams need to be blown up, re-organized, and get back to basics to succeed in today's environment.Connect with Alan Hart, the creator, and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders.Connect with our hosts Jim Hertzfeld, Principal and Chief Strategist for Perficient, and Kim Williams-Czopek, Director of Digital Strategy at Perficient.Keywords: digital marketing, personalization, customization, aiPublish date: Jan 25Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jennifer Frommer is the Senior Vice President of Creative Content and Brand Partnerships at Columbia Records, a division of Sony Music.In this episode, Alan and Jennifer discuss how she broke into the music industry, the brand partnerships she's worked on, which includes products like Beats headphones and musicians like Lil Nas X, Beyonce, Adele, and many others. The brands she's helped partner with include Tiffany & Co., Jaguar, Taco Bell, Pepsi, Samsung, Microsoft, Google, and many more. Needless to say, Jennifer believes the future of differentiating your brand comes with partnering with the musicians and artists your customers love.Later in the show, they discuss brand partnerships and collaborations, how they work, what works best for brands, how to work with artists, and how those artists' collaborations come together. Listen to find out more about the world of marketing and music.In this episode, you'll learn:The creative, organic integration of brands and musicThe advantage of brands partnering with musiciansThe keys to success for a brand and an artist collaborationKey Highlights [01:36] Working with Lil Nas X[04:12] Getting to be SVP of Creative Content Brand Partnerships[06:40] Miracle Whip and Lady Gaga[09:34] Lil Nas X and Taco Bell[10:32] The current state of branded partnerships[12:53] What success looks like[20:10] Which brands are executing partnerships well[23:49] The importance of mutual trust[24:44] An experience that defines Jennifer[25:37] Jennifer's advice for her younger self[26:40] What marketers should be learning more about[27:41] The brands and organizations Jennifer follows[28:31] The biggest threat and opportunity to marketing todayResources Mentioned:Jennifer FrommerColumbia Records ArtistsJennifer's LinkedIn Post on Putting Together Deals for Lil Nas X (Links to work included)Jimmy Iovine & Interscope RecordsSPIN MagazineTyler the Creator Coca-Cola CommercialLil Nas X is now Taco Bell's Chief Impact OfficerBalenciaga & Simpsons Brand VideoBalenciaga & Fortnite CollaborationAriZona Iced Tea stays current (Eater.com)Taco Bell's Feed the Beat Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jennifer Davis is the Chief Marketing and Communications Officer at Learfield, which has been around for over 50 years. Learfield works with intercollegiate athletics of the U.S. They offer licensing, multimedia sponsorship management, publishing, audio digital, and social media, data analytics, ticketing, tickets, sales, professional concessions, expertise, branding, and campus-wide business and sponsorship development, as well as venue technology systems for many of the college athletic programs in the United States and the greater ecosystem.In this episode, Alan and Jennifer discuss college sports and the big business behind them. They also talk about Jennifer's role transition through the pandemic and how she wrote a book called Well-Made Decisions during that transition.Listen to find out more about why marketers should spend more energy on the decisions they make and how sports marketing plays into the future.In this episode, you'll learn:Spend more energy on making decisionsHow marketers can partner with sports organizationsThe opportunity for growth within sports marketingKey Highlights[02:20] About Jennifer's book[04:04] Where Jennifer got her start[05:45] What is Learfield?[08:33] The first 100 days of onboarding[11:44] Current trends in college sports[18:51] What are collegiate e-sports?[23:54] The growth of B2B brands in sports marketing[28:44] How athletes are able to market themselves[34:54] An experience that defines Jennifer, makes her who she is[39:14] Jennifer's advice to her younger self[41:43] What marketers should be learning more about[44:12] The brands and organizations Jennifer follows[45:48] The biggest threat and opportunity for marketersResources Mentioned:Jennifer DavisLearfieldWell Made Decisions: Pro Tips for Finishing the Decisions You Start, by Jennifer DavisIntercollegiate Fan Report (press release)Intercollegiate Fan Report (report)LevelNext – The College Esports LeagueAllstate's Sponsorship ProgramNCAA adopts iterim name, image and likeness policyCLC, a division of Learfield, and OneTeam partner to offer student athletes an opt-in program to participate in licensing programs Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Peter Shankman is a five-time, bestselling author and entrepreneur, and a corporate keynote speaker. He focuses a lot on customer service and the new and emerging customer economy.In this episode, Alan and Peter discuss his way of thinking and his living with attention deficit hyperactivity disorder (ADHD). Later they transition to PR and then dive down the rabbit hole of Web 3.0, what it is, and what it means for the future of marketing.Listen to hear more about the Web 3.0 revolution and the next evolution of web technology. In this episode, you'll learn:Why you need to be useful and helpfulUnderstanding where blockchain fits in our futureThe importance of creating with your audience in mindKey Highlights[02:22] Describing what Peter does[03:40] ADHD as a superpower[06:29] Peter's advice for those suffering with ADHD[07:44] Thoughts on PR as the only consistent marketing tactic[10:58] What's changed in PR?[15:11] How blockchain applies to the future[20:02] Creating with your audience in mind[26:57] Listen to what people have to say[29:34] Learning from electric cars[31:04] "Hot or not" with Peter[36:08] Peter's advice for marketers[38:55] An experience that defines Peter, makes him who he is today[40:04] Peter's advice for his younger self[41:54] What marketers should learn more about[42:35] The organizations and brands Peter follows[43:15] The biggest threat and opportunity for marketers Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Claire Atkin and Nandini Jammi are the Co-founders of Check My Ads Institute, but you may have heard of them before. Claire writes the popular newsletter Branded, which breaks major stories about the advertising industry's ties to disinformation and hate groups, and Nandini previously Co-founded Sleeping Giants, the social media campaign that led advertisers to flee from Breitbart. Needless to say, both are passionate about combatting disinformation and marketing issues.In this episode, Alan, Nandini, and Claire discuss the Check My Ads Institute, why it's so important, and the impact it has on marketers. Claire and Nandini are passionate about making marketers aware of the problem they face with ad fraud. It is in every one of our ecosystems, and marketers have to do the hard work to get out in front of it and stop supporting things like disinformation. Listen to learn much more about brand safety and how to become a member of their nonprofit.In this episode, you'll learn:Combating hate speech in adsWhere disinformation stems fromWhat is brand safety launderingKey Highlights:[01:38] Where Nandini and Claire got their start[03:00] Nandini and the Breitbart scandal [09:30] Claire's crisis of inaction[12:05] Why Claire and Nandini started Check My Ads[14:04] The struggle with ad tech[16:08] Facebook and disinformation [19:47] How Check My Ads combats disinformation [23:09] Partnering with Check My Ads [26:40] Where should marketers start? [27:37] Brand safety laundering[30:45] Future plans for Check My Ads[33:02] The experiences that define Nandini and Claire[35:28] Advice to their younger selves [37:03] The biggest threat and opportunity for marketersResources Mentioned: Check My Ads InstituteClaire AtkinNandini JammiSleeping Giants (Wikipedia)Breitbart was the trigger and resulting work drove 90% revenue loss (Washington Post)Check My Ads Institute - Checkmates Membership ProgramBranded Newsletter & ResearchNews Deserts tracked at UNC Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jonathan Yaffe is the CEO and Co-founder of AnyRoad, a data and analytics platform that powers experiential marketing efforts for many of the Fortune 2000 companies. In this episode, Alan and Jonathan discuss how his career started at RedBull and how it evolved into founding AnyRoad. Jonathan believes that experiential marketing is a pillar of any effective marketing strategy. He says, “experiential programs really change consumer behavior, which leads to revenue growth and increases of brand love.”Listen to the full episode to learn more about why experiences matter so much in today's environment and why brands are looking at experiential programs as a way to actually build long-term brand loyalty and ultimately increase a customer's lifetime value.In this episode, you'll learn:The value of leaning into experienceWhat makes personalization so powerfulFocus on lifetime value instead of conversion ratesKey Highlights:[01:38] Working for RedBull[02:43] Transforming from product to experience[05:35] Examples of incorporating experience in brand[08:32] Changes in the experiential marketing space[12:54] What makes personalized experience so powerful[15:01] Getting better at capturing and using data [17:40] How data is being collected today[19:35] What to do with data once you've got it [23:35] An experience that defines Jonathan, makes him who he is today[26:56] Jonathan's advice to his younger self[28:55] What marketers should be learning more about[30:16] The brands and organization Jonathan follows[33:51] The biggest threat and opportunity for marketers Resources Mentioned: AnyRoadJonathan Yaffe, CEO and Co-founderRed BullMarie KondoREI Bike Riding CourseKentucky Bourbon TrailCHEEZ-IT online store and Chobani merch dropsRed Bull Flutag Event – Red Bull in San FranWarby Parker expanding to stores (NRF)Allbirds expanding to store experiencesLululemon and Nike with retail experiences but not about commerce Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This is a BONUS episode from Marc Binkley and the Anstice aCast podcast where Alan, Marc, and Stef Hamerlinck discuss the year in review of marketing and their respective podcasts. ----In this year-in-review, Alan, Stef, and Marc share the biggest lessons they've learned from interviewing hundreds of the world's leading thinkers in strategy, marketing, and branding.Alan Hart, Stef Hamerlinck, and Marc Binkley have interviewed hundreds of the world's leading thinkers on business strategy, marketing, and branding. During this entertaining conversation, the three of us share some of the biggest lessons we've learned from those conversations and share what we believe are amazing opportunities for our profession.BiosAlan Hart hosts the Marketing Today podcast since 2014. Alan is also a consultant for marketing leadership and board advisor.Stef Hamerlinck is a brand strategy consultant and since 2017 has hosted the Let's talk branding podcast.Marc Binkley is VP Strategy & Digital Marketing at Anstice and hosts the Anstice aCast podcast.Here's the Marketingland image that we're referring to throughout the conversation.TimeStamps 0:00 – Alan linking business strategy with marketing and brand strategy2:46 – Why Stef started his podcast on brand strategy4:20 – Why Alan started his podcast 5:40 – Why Marc started his podcast7:23 – Our favorite interviews10:10 – What topic marketers need to learn more about16:05 – Alan's perception of why CMO's want to get away from marketing17:40 – Stef's thoughts on how brand strategy fits within marketing and business19:01 – Why marketing strategy IS business strategy20:40 – The interplay between brand strategy, marketing strategy, and business strategy24:20 – Some memorable lessons from our podcast interviews Stef: Faisal Siddiqui How to build a big brand on a small budgetAlan: Mark Ritson Diagnosis of a brand Alan: Bob Hoffman Advertising for Skeptics Alan: Branded Entertainment with GoDaddy's CMO Fara Howard  Marc: Kaaren Whitney-Vernon on branded content  30:36 – Why advertising is not strategy 31:55 - Some memorable lessons from our podcast interviewsMarc: Chris Kneeland are marketers addicted to advertisingMarc: Eddie Obeng the difference between change and transformation  Marc: Manoj Jasra why momentum is criticalAlan: Joe Jackman driving results through reinvention, change, and transformation Stef: JP Castlin on strategy in complexity and emergence Stef: Paul Feldwick on the origins of branding 41:36 – The biggest opportunities and threats to marketing   Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

George Corbin is a Board Director at Edgewell Personal Care and is the COO of Onriva, a next-generation, AI-powered, travel marketplace.In this episode, Alan and George talk about his career path, which includes consulting through the boom and bust of the internet, becoming Chief Digital Officer at Marriott, leading their digital transformation, and making his way to a position on Edgewell's board.Throughout their conversation they discuss lessons learned through leading digital transformation, what that means for the marketing function, and marketers should think about leading a digital transformation. George says, “The best marketers are transformation agents,” and sometimes that means getting really good at being insightful with your customers and looking at the data. Listen in to hear more about digital transformations and the hot topics board members are currently discussing.In this episode, you'll learn:Getting digital transformation rightMaking your company a growth engine Opportunities for marketers on a boardKey Highlights:[02:00] George's wrestling match with an octopus [04:10] George's start in marketing[10:34] Getting digital transformation right[18:57] Becoming a board director[21:48] Opportunities for marketers at the board level[26:11] Shifting to a mind of governance [31:20] “Hot or not”—what boards are talking about[38:55] George's advice for CMOs[45:26] An experience that defines George, makes him who he is today [48:33] George's advice to his younger self [50:14] What marketers should be learning more about [52:07] The brands and organizations George follows[55:42] The biggest threat or opportunity for marketersResources Mentioned: George CorbinEdgewell Personal CareOnrivaMarriottMarsKim Whitler on Marketing Today discussing marketers on boardsKim's research: When and how Board Members with Marketing Experience Facilitate Firm Growth, by Kimberly A. Whitler, Ryan Krause, Donald R. LehmannStoicism (Wikipedia)Obstacle is the Way, Ryan HollidayBrands George mentions: Alibaba, Shopify, Onriva Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Grant Johnson is the CMO at Emburse, a spend management company offering solutions that help organizations manage employee expenses, process invoices, and make payments.In this episode, Alan and Grant discuss his journey to become CMO at Emburse and his philosophy of five Cs for a CMOs playbook—culture, coaching, campaigns, category, and courage. Grant says that “the only constant in the market is change, and your ability to adapt to it is key to ongoing success.” Listen to the full interview to hear Grant's advice for emerging marketing leaders and how being clear, compelling, and consistent play a major role. In this episode, you'll learn:Category isn't restricted to your productThe courage of conviction Adapting to the changeKey Highlights:[01:22] Grant is a nationally ranked tennis player[03:00] Grant's career journey [05:34] Coming up with the five C's[07:34] Talking about culture [09:19] Where coaching is important[11:05] Coaching the coach vs. coaching the employee[12:15] How Grant thinks about campaigns [14:55] Thinking about category[18:12] Having the courage of conviction[19:56] Advice for first-time CMOs[23:53] An experience that defines Grant, makes him who he is today[25:10] Grant's advice to his younger self [26:48] What marketers should be learning more about[27:54] The brands and organizations Grant follows [29:06] The biggest threat and opportunity for marketers Resources Mentioned: Grant JohnsonEmburse“emburse it” campaignCrossing the Chasm, by Geoffrey A. MooreEscape Velocity, by Geoffrey A. MooreDave PetersonCelonisCelonis raises $1BPlay Bigger, book by Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin ManeyCMO Manifesto, book by John ElletFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Kalani Leifer is the Founder of COOP Careers and Daniela Toledo is the Senior Account Manager at Wpromote. She's also a graduate of the COOP Careers program. In this episode, Alan, Kalani, and Daniela talk about COOP Careers, Daniela's journey through the program as a diverse, first-generation college grad, and what motivated Kalani to start this initiative. Kalani says, “Building a career is hard, but it shouldn't be lonely,” and part of their mission is to help fulfill the broken promise of a college degree.As you listen, you'll hear more about what the program entails and why marketers, CMOs, and marketing organizations should look to programs like COOP Careers. Both Daniela and Kalani believe it helps not only to augment their talent pipeline but a partnership can help diversify their talent.Listen to the full episode to hear how COOP Careers has changed the lives of many young professionals and how the organization can help your business. In this episode, you'll learn:Why diversification mattersThe power of community support How to help the broken hiring systemKey Highlights:[01:52] Daniela's journey[03:40] How Daniela found the program and what it taught her[06:33] Daniela's advice to young businesspeople[08:01] Kalani's story[12:04] How the program is structured[18:58] Where COOP is headed[23:50] Advice for companies wanting to diversify[28:21] How companies can partner with COOP[32:06] An experience that defines Daniela[33:11] An experience that defines Kalani[36:11] Daniela's advice to her younger self [36:45] Kalani's advice for his younger self [37:41] The biggest threat and opportunity for marketing Resources Mentioned: COOP CareersKalani Leifer, founder and CEODaniela Toledo, Sr. Account Manager, Wpromote and program graduateMore about the COOP programHistory of COOP CareersFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Kimberly Whitler is the Frank M Sans Senior Associate Professor of Business Administration at the Darden School of Business at the University of Virginia. In this episode, Alan and Kim talk about the release of her new book Positioning for Advantage, which has been ranked number one in product management on Amazon. They also discuss what positioning is and what value marketers have to a business. Kim's opinion is to keep it simple. She says, “I think a lot of marketing is about making the choices that put you in the best position to win. A big part of that is you have to execute effectively, and complication often is the enemy of being able to implement.” Later in the episode, they also discuss influencers and how they can positively impact a business. Kim also shares her opinion on purpose and whether purpose may or may not be something your brand should be focused on.In this episode, you'll learn:How to bring learning to real-life situationsCreating a sustainable advantage for your organizationHow influencers can be a key element to a marketing planKey Highlights:[01:34] Kim's worst job ever[03:05] From marketing practitioner to academia[06:14] Why Kim wrote a book[11:13] What do marketers contribute to firm performance? [13:12] Creating a sustainable advantage [15:11] Forcing marketing choices[20:28] How Kim thinks about influencers[25:11] Weaponizing word of mouth[30:50] An experience that defines Kim, makes who she is today[33:40] Kim's advice to her younger self[35:14] The brands and organizations Kim follows[38:34] The biggest threat and opportunity for marketers todayResources Mentioned: Kimberly WhitlerPositioning for Advantage: Techniques and Strategies to Grow Brand Value (book)Kim's last episode on Marketing TodaySteve Momper, Darden PublishingHalftime (book)Stephen Hawking, Wang Junkai and Tencent exampleHBR Article: What Western Marketers Can Learn from ChinaOatsOvernight Subscriber Program Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Fara Howard is the CMO of ​​GoDaddy where she oversees all marketing strategy and works with their internal creative team. In this episode, Alan and Fara talk about one her career background and GoDaddy's brand evolution over the last several years. One of the several charges Fara led has been their experimentation on branded entertainment, launching their docuseries “Made in America”. She describes the experience as truly inspiring, and she shares how it's performing as well as what they're learning from the project.Later in the show they also discuss GoDaddy's branded pandemic campaign “Open We Stand” and how they were able to launch it so quickly through their internal creative agency. Fara's short answer? “The closer you can bring a creative organization to your business and to your business strategy, the better the work is.”Listen to the full episode to hear more about how to keep and retain talent within a creative function inside your company as well as how to work with them effectively.In this episode, you'll learn:The value of knowing your customerCreating gritty, authentic storiesHow to work with creative teams effectivelyKey Highlights:[01:36] Fara's first job[02:47] Fara's path to CMO[05:32] Tips for changing the industry you work in[06:58] GoDaddy's strategic journey of transformation[09:45] The docuseries “Made in America”[12:37] Investing deeply in your customer[14:54] The “Open We Stand” campaign[18:07] Generating content during the pandemic[20:31] Finding and retaining creative talent [25:07] Where GoDaddy is going[28:37] An experience that defines Fara, makes her who she is today[32:23] Fara's advice to her younger self[33:50] What marketers should be learning more about[35:00] The brands and organizations Fara follows [38:55] The biggest threat to marketers todayResources Mentioned: GoDaddyFara HowardGoDaddy's docuseries Made in America#OpenWeStand integrated campaign – Press ReleaseOpenWeStand campaign video with voice over by Donald SutherlandGoDaddy and new campaign with Naomi OsakaKinlo brand by Naomi Osaka Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Drew Neisser is the founder of Renegade and CMO Huddles. Most recently he's added author to his list of accomplishments with the publishing of his book Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands. In this episode, Drew and Alan discuss the concepts in his new book, what makes B2B marketing great, and what makes great marketers in B2B marketing. Drew firmly believes in order to be distinct in the industry and transform your brand it starts from the inside out. He says, “If you don't have your employees behind [the initiative] then you don't have your customers behind it.”Listen to the full episode to hear more about what it takes to stay distinctive in marketing and how to sell through service.In this episode, you'll learn:How to radically simplify B2B marketingUsing artfulness for ideation and distinctive marketingThe value of leading with serviceKey Highlights:[02:02] Drew's go-to drink [03:30] Drew's latest book, Renegade Marketing[05:14] The CATS framework[10:28] Why new products or marketing initiatives fail[13:47] What marketers are doing to stand out[16:22] Being distinctive [18:30] Leading with service[22:09] Radically simplify your metrics [25:13] What a culture of experimentation looks like[30:04] An experience that defines Drew, makes him who he is today[32:41] What is the “Huddle” concept?[33:49] Drew's advice to his younger self[35:16] What marketers should be learning more about[36:34] The brands and organizations Drew follows[38:47] The biggest threat to marketersResources Mentioned: Drew NeisserRenegade Marketing: 12 Steps to Building Unbeatable B2B Brands (Book)Old Tom Gin (Wikipedia)Bar Hill Tom Cat GinCarla Piñeyro Sublett, former CMO at NI and now CMO at IBMBrent Adamson, GartnerTrish Muller, former CMO at The Home DepotCMO Huddles Drumshanbo Irish Gun Powder Gin & PJ Rigney Story Amass Dry Gin Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jennie Perry is the CMO at Grove Collaborative, which creates and curates high-performing, planet-first products across many categories. Jennie leads their marketing strategy and is responsible for product marketing and driving consumer engagement and product demand. Before joining Grove, Jennie spent nine years working in Amazon, most recently as CMO of Prime and Amazon North America, where she led Prime Day and Prime marketing global. In this episode, Alan and Jennie discuss growth, sustainability and CPG, and why they can be so hard to achieve. Jennie says, “You don't have to sacrifice performance for sustainability. The common misconception out there is that it's a trade-off, but you can't have one without the other.” Listen to the full episode to hear why Grove Collaborative is on a mission to make sustainability more accessible to the public. Tune in to hear the creative ways they are making this a reality In this episode, you'll learn:How to transform products into a force for human and environmental goodThe importance of broadening channel diversityWhy companies should make sustainability more accessible Key Highlights:[01:44] Wiping out in front of Beyonce and Jay Z[04:48] Where Jennie's career all began[10:18] What brought Jennie to Grove [12:24] Making it easier for customers to buy sustainable products[15:35] Tackling sustainability—starting with plastics[20:10] Changing packaging to save water[23:11] Expanding marketing efforts and channels as a company[28:01] Developing a TV campaign [30:15] Lessons learned along the way [36:00] An experience that defines Jennie, makes her who she is [37:14] Jennie's advice for her younger self[38:07] A topic marketers should be learning more about [39:03] The brands and organizations Jennie follows [41:18] The biggest threat to marketers today Resources Mentioned: Grove CollaborativeJennie PerryMet Gala (Wikipedia)Amazon Fashion & Amazon PrimeGrove launches distribution in TargetPlastic-free by 2025Laundry SheetsCleaning concentrate systemGrove video ad from internal creative team Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Dea Lawrence is the CMO of Variety, where she oversees PR, media partnerships, creative communications, live media, virtual events, video development, and custom content.In this episode, Alan and Dea discuss her role as CMO, her previous acting career, and how it helped shape her approach to marketing. Dea says, “we always have to think of what we are going to do next and what's new and different to meet the competition and keep our brands going.”Later in the conversation they talk about how Variety kept customer interest during the pandemic and virtual events, and how film and the TV industry integrate with marketing.In this episode, you'll learn:How acting prepares you for businessKeeping customers interested during virtual events How film integrates with marketingKey Highlights:[01:24] Dea's acting career[04:44] From actor to CMO[09:55] How acting prepared her for business[13:11] Who is Variety[15:00] Transitioning from in-person to virtual events [21:30] Why being CMO at Variety is different than most CMO positions[23:17] Variety's content studio[29:52] Achieving growth in publishing[31:20] An experience that defines Dea, makes her who she is today[33:32] Dea's advice for her younger self [34:50] What marketers should learn more about[36:03] The brands and organizations Dea follows[37:58] The biggest threat for marketers todayResources Mentioned: VarietyDea Lawrence (IMDb Profile | LinkedIn)Vampire Lesbians of Sodom, play by Charles BuschiFilm and former CEO, Kevin Wendell and now owner of Hotel EsenciaVariety Virtual Events & StreamsVariety Content StudioSteven GaydosAlex Castro, VP of videoThe Take (Video Show)Variety PodcastsSmartless podcast (Alan references)NFTsScott Galloway Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Mark Penn is the Chairman and CEO of Stagwell, the newest agency holding company with over 10,000 employees in more than 24 countries. On the show, Alan and Mark discuss his journey from polling in his early teens to being the lead pollster for President Bill Clinton, Hillary Clinton through her Senate races. In addition to these accomplishments, Mark founded his own company, which eventually got acquired by WPP. His latest venture was the creation and build of Stagwell Group and recent merger with MDC to create the newest agency holding company - Stagwell.Later, they talk about the future of Stagwell — what they are looking toward, their strategy, and why they are a different type of holding company for marketers and brands. Ultimately, Mark believes “digital disruption is both the biggest opportunity and the biggest threat to marketing, and our marketers need to be able to effectively harness the promise of the digital revolution.” Listen to find out how marketers should be thinking about the future.In this episode, you'll learn:The four layers of the “marketing cake”The importance of digital-first marketingMarrying media and creative to power marketingKey Highlights:[01:28] The first poll Mark ever conducted[03:34] Polling for the New York State Democratic party [05:00] Mark's career path[08:53] Landing Microsoft as a client[12:04] Working with MDC[18:00] The vision for Stagwell[20:27] The four layers of the “marketing cake”[25:40] Stagwell's global ambition[29:53] An experience that defines Mark, makes him who he is today[32:05] Mark's advice to his younger self[34:30] What marketers should be learning more about [37:50] The brands and organizations Mark follows[39:00] The biggest threat and opportunity for marketersResources Mentioned: StagwellMark Penn (Wikipedia)Penn Schoen (Wikipedia)Burson-Marsteller (Wikipedia)MicrosoftMicrosoft Super Bowl AdMicrosoft Scroogled Ad CampaignStagwell & MDC combinationCombined set of companiesStagwell Media Network announcementNewCenter.org Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Deena Bahri is the Chief Marketing Officer at StockX, a Detroit-based technology company providing an online resale marketplace for sneakers, apparel, accessories, and collectibles.In this episode, Alan and Deena discuss her journey to becoming a CMO, the defining moments in her career, and the lessons motherhood has taught her about leadership and marketing. Deena says, “We're never just sitting back and saying, oh, we've got this covered. We know exactly how to do that.”Listen to hear Deena's approach to leadership and how she is embracing new opportunities to grow while never losing sight of the customers' needs.In this episode, you'll learn:Forgive yourself when you aren't perfectAlways seek improvementFocus on building trust with your customerKey Highlights:[01:29] What has motherhood taught Deena about marketing?[04:51] Deena's journey to StockX[06:57] What even is StockX?[14:08] Seizing growth opportunities[17:45] Marketing to sellers and buyers[19:43] Deena's approach to leadership[21:40] Defining moments in Deena's life[24:49] Advice to her younger self[25:53] Don't underestimate data and analytics[27:18] Brands to followResources Mentioned: StockXDeena BahriHow StockX worksStockX report on investment performanceFood52 | Food 52 Story from content to productsTexas Legislation of Women's Rights (NPR)Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Molly Sonenberg is creative brand manager at monday.com where she drives the brand's voice and keeps messaging consistent across the brand's channels. In this episode, Alan and Molly discuss her insatiable need to work, how she ended up at monday.com, and how the company culture seeps through not only the product but their marketing as well. Molly says, “At monday.com we believe sharing knowledge makes you a better leader and leads to increased success for the organization.”Listen to hear why culture is so important at monday.com and how they approached marketing while the company was going public.In this episode, you'll learn:Sharing information leads to successYou should be nicer to yourselfMarketing partnerships are underratedKey Highlights:[03:08] Molly's journey to monday.com[05:41] What is monday.com?[08:03] Culture defines everything at monday.com[12:17] How does culture affect marketing?[21:22] How does Molly combat Imposter Syndrome?[28:35] Brands to take notice of[30:54] What's the biggest threat for marketers today?Resources Mentioned: Monday.comMolly Aviva SonenbergJim Cramer of Mad MoneyTel Aviv, IsraelWhy Managers Fear a Remote-Work Future (The Atlantic)IPO of Monday.comImposter SyndromeMeditation – Love-KindnessBrands Molly follows: Everlane, Bumble, Bumble Café, Slack updatesSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jackie Yeaney is the CMO at Tableau where she is responsible for empowering and educating people on seeing and understanding their data.In this episode, Alan and Jackie discuss how she ended up at Tableau, what Tableau is working on, and how they go to market. Jackie has more than 20 years of experience as a marketer, but she started her career as an Air Force officer. Later on, they discuss what she thinks marketers should focus on and the misconceptions and responsibilities of being on a board of directors.Jackie says that being a successful marketer “has far more to do with being data-driven, understanding your customer and the market better than anyone else, and putting your energy there to target and be relevant.” She believes companies win by doing these things. Not by screaming from the rooftops.In this episode, you'll learn:The importance of seeing and understanding dataMaintaining brand voice during an acquisitionHow to build trust and relevancy with your audienceKey Highlights:[01:58] Jackie's side hustle [04:34] Jackie's career journey[07:51] Who is Tableau? [09:58] Overcoming the fear of being data-driven[12:22] Salesforce acquires Tableau [14:01] Maintaining Tableau's voice in the acquisition [19:24] Building trust and relevancy with your audience[23:54] The misconception of being on a board of directors[30:12] An experience that defines Jackie, makes her who she is[37:04] A topic marketers should be learning more about[39:30] The brands and organizations Jackie follows[41:42] The biggest threat and opportunity for marketersResources Mentioned: TableauJackie YeaneyBlind Ambition Fitness (family business)Tableau PublicSalesforce Acquisition of TableauTableau Covid HubTalkspaceAvayaBrands Jackie follows: Peloton, StitchFix, LinkedIn, AirBnBSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Tim Schroder is the SVP of Marketing at Save A Lot where he focuses on delivering quality foods and customer experience. In this episode, Alan and Tim cover what Save A Lot is and how they compete in the grocery category. They also discuss modernizing and revamping the company and the brand refresh with a new marketing campaign. When embarking upon a major update of their brand, Tim says, “When I started looking at the competitive landscape and saw what the other big and small grocery chains were doing, I just saw a sea of sameness.” Listen in to hear how Save A Lot leans into modernization and stands out from the crowd.In this episode, you'll learn:How to think about modernization in marketingWhere you should be listening to your customersStaying ahead of the curve of digitizationThe power of music in campaigns Key Highlights:[01:14] Tim's career as a mascot[02:20] Tim's journey to marketing at Save A Lot[04:11] What is Save A Lot? [05:37] What brought Tim to the grocery industry[07:24] Their modernization project[11:00] The importance of listening to your customers[14:02] “Like a lot, a lot” campaign[20:04] Breaking out of the sea of sameness[22:16] An experience that defines Tim, makes him who he is[24:01] Tim's advice to his younger self [25:15] What marketers should be learning more about[26:02] The brands and organizations Tim follows[28:08] The biggest threat and opportunity for marketersResources Mentioned: Save A LotTim SchroderJay Clemmons (early manager and mentor)Save A Lot Modernization & InvestmentSave A Lot Brand CampaignVIA AgencySave A Lot Music VideoJ.B. Steenkamp on Marketing Today PodcastBrands Tim follows: Apple, Nike, Target, and Chick-fil-a Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Sweta Patel is the Vice President of Engagement Growth Marketing at Roku where she's responsible for increasing user engagement on the Roku Channel. Since joining the company in 2020 Sweta has created campaigns and workflows that drive user loyalty and increase customer lifetime value.In this episode, Alan and Sweta discuss streaming, the rapid growth in the industry, and how they use the Roku platform to transform marketing. Sweta says, “Not only do you need the traditional business side of marketing, but you really need to be technology forward and data reliant.” Listen to hear why marketers should engage with streaming providers and how data plays a key role in their success.In this episode, you'll learn:Why data is kingWhy embed marketing into an experienceThe future of data and marketingKey Highlights:[01:38] Sweta is an identical twin[02:42] The start of Sweta's career [05:51] What has changed in the industry[08:20] Roku as a business [09:42] What is Roku Channel? [11:20] Embedding marketing into the platform[15:53] The success of Roku Channel[18:08] How marketers can work with Roku[20:02] An experience that defines Sweta, makes her who she is today[23:20] Sweta's advice for her younger self [25:38] A topic marketers should be learning more about[27:02] The brands and organizations Sweta follows[29:34] The biggest threat and opportunity for marketers Resources Mentioned: RokuSweta PatelRoku ChannelQuibi purchaseLaunch of Roku OriginalsTikTokDave (fintech) Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Ashish Prashar (or Ash) is the global chief marketing officer at R/GA. He has an interesting background in politics and the creative space.In this episode, Alan and Ash discuss his corporate experience and how he got his start, which was actually being incarcerated for a year as a teenager. Ash says the experience was more transformative than any other in his life, and it gave him the drive and determination to build his career with a lens toward social reform.Ash joined R/GA most recently from Publicis Sapient. He and Alan discuss his time in advertising, creative, and his lengthy career in UK politics. Listen to hear how his incarceration and political career inspire his current work at R/GA and the role marketers play in social reform. In this episode, you'll learn:The role of marketing in social reformationTaking responsibility for the influence you haveThe power of designing around peopleKey Highlights:[01:32] Ash's experience being incarcerated [10:18] Ash's first job out of prison[14:56] Moving from politics to creative [20:40] Marketing's role within social reform[26:21] How campaigning prepared Ash for CMO[30:11] Incorporating the human element[34:28] R/GA's focus[40:01] Putting the focus back on humans[43:40] Ash's defining experience,[45:54] Ash's advice to his younger self [47:41] What marketers should be learning more about [50:10] The brands and organizations Ash follows[52:15] The biggest threat to marketers Resources Mentioned: Ashish PrasharR/GADonald James, author (Wikipedia)Andy CoulsonTom Morton, R/GASean Lyons, R/GAMerch AidJust LeadershipSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Nital Patel is the Senior Partner of Lippincott, where he works at the intersection of business strategy and customer insights with almost two decades of experience. He works with global brands across industries on different issues such as brand architecture, portfolio, assessment, and positioning.In this episode, Alan and Nital discuss agile master brand, a new version of brand architecture from Lippincott. They explain what it is and dive into the critical aspects of how to implement and use it in your strategy. Nital pays specific attention to the governance of your brand using this model and setting specific timing and criteria for when you merge an extension into the master plan. Listen in to learn all you need to know about managing an agile brand approach.In this episode, you'll learn:The concept of an agile master brandConnecting new ventures What you need to manage an agile brand approachKey Highlights:[01:26] Inspiration for a French whiskey brand[02:55] Nital's journey to brand marketing[04:45] What is an agile master brand[07:37] Key elements of a master brand[11:27] How connected should a new venture be to the master brand[13:42] Managing an agile brand approach[18:42] Brands becoming a platform[21:20] An experience that defines Nital, makes him who he is today[23:29] Nital's advice for his younger self[24:30] What marketers should be learning more about[25:40] The brands and organizations Nital follows[29:09] The biggest threat and opportunity for marketers Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Alanah Joseph is the Senior Marketing Manager at HubSpot, responsible for marketing and operations of the HubSpot podcast network. In this episode Alanah and Alan discuss her role in driving brand awareness and increasing listenership for its shows and the long-term strategy behind launching a podcast network.  “Just as product requirements have grown and changed over time, so have people's content needs. Alanah and HubSpot believe podcasts will fill that role and that companies and brands will seek out audio for inspiration and solutions to business problems.Listen as Alanah explains the strategy behind a podcast network and how it elevates content creation to ultimately help customers become better software users and better business practitioners overall.In this episode, you'll learn:Leveraging other creators to help spread your messageCreating opportunities for growth via collaborationHighlighting the human element in marketing Key Highlights:[01:20] Alanah is ambidextrous[03:00] How Alanah ended up managing the HubSpot podcast network[05:11] Transitioning from written content to audio[07:28] HubSpot's long-term content strategy[09:25] The vision behind the network[11:11] Working with content creators and podcast hosts[14:24] What Alanah has learned about workflow and content creation[19:20] What (and who) has made Alanah who she is today[20:53] Alanah's advice for her younger self [21:57] A topic Alanah thinks marketers should be learning more about[24:23] The brand and organizations Alanah follows[27:11] The biggest threat and opportunity for marketers Resources Mentioned: HubSpotHubSpot Podcast NetworkAlanah JosephHubSpot acquires The Hustle (and My First Million Podcast)Asana (tool to manage operations)Lunchclub CMO and Marketing Today Podcast EpisodeSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Chelsea Cain Maclin is the CMO of Lunchclub where she leads the company's marketing initiatives that drive brand awareness and user growth. Before joining Lunchclub Chelsea served as the VP of Marketing for Bumble where she has drawn inspiration for her role at Lunchclub.On the show, Alan and Chelsea talk quite a bit about her background at Bumble and what she is trying to help Lunchclub achieve. Chelsea believes they can leverage technology to unlock human potential opportunities and connections that never would have happened without it. “When you're using AI, it's like sorting through the haystack and finding the needle way faster than humanly possible.” How do AI, the disintermediation of friends, and marketing all connect? Find out on this episode.In this episode, you'll learn:How to harness your networks and connectionsHow dating principles can inform your networkingIntegrating the disintermediation of friends in marketingKey Highlights:[01:36] Chickens and art therapy[03:27] Chelsea's path to Lunchclub[05:37] What is Lunchclub?[08:30] The attraction to Lunchclub[12:15] The disintermediation of friends[15:45] In-person and virtual networking[20:05] The perfect marketing mix[23:06] An experience that defines Chelsea, makes who she is today[25:26] Chelsea's advice for her younger self[26:35] What marketers should learn more about[28:06] The brands and organizations Chelsea follows[29:15] The biggest threat and opportunity for marketers todayResources Mentioned: LunchclubChelsea Cain MaclinChelsea joins Lunchclub in May (Forbes)BumbleVladimir Novakovski, founder and CEO of LunchclubNever Eat Alone, by Keith FerrazziDisintermediation of Friends, paper by Michael J. Rosenfeld, Reuben J. Thomas, and Sonia HausenSensemaking: The Power of the Humanities in the Age of Algorithm, by Christian MadsbjergMusa Tariq, CMO at GoFundMeSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Lorraine Barber-Miller is the Chief Marketing & E-Commerce Officer at Philips, a 130-year-old company in the middle of a large marketing transformation.In this episode, Lorraine and Alan discuss what makes Philips unique and her background at IBM and ADP before she joined Philips. They also discuss the B2B and B2C complexities of Philips as a business and the global marketing transformation she's leading.Lorraine says, “We are transforming the function at Philips to build world-class capabilities to position Philips as the leading health tech partner to our customers and consumers.” Both marketing and e-commerce play a large role in making this positioning a reality, and they do it by executing five strategic priorities: strengthening and protecting their brand leadership, focusing on customer-centricity, meeting the customer where and how they want to be engaged, leading with data-driven marketing, and recruiting and retaining top talent.Listen to the full conversation to hear how each of these factors influence the transformation.In this episode, you'll learn:The complexity of having both B2B and B2C businessWhat it means to transform to digital-firstThe importance of individual contributionKey Highlights:[01:19] Living on a man-made island in Dubai[02:06] Lorraine's career motivations[05:25] Joining Philips during the pandemic[07:37] Navigating both B2B and B2C business[09:45] Driving a marketing transformation[15:05] Engaging a 3,000 member team [16:34] Where e-commerce fits into the transformation process[20:15] Consolidation agency relationships worldwide[22:22] Lorraine's advice for marketers leading a transformation journey[27:05] Stepping back and seeing the whole picture[29:25] A moment that defines Lorraine, made her who she is today[30:21] Lorraine's advice to her younger self [31:18] What marketers should be learning more about[33:13] The brands and organizations Lorraine follows[34:00] The biggest threat and opportunity for marketers todayResources Mentioned: Lorraine Barber-MillerPhilipsPrevious roles at IBM and ADPBusiness Transformation at Philips (Financial Times)Philips picks Omnicom Group to consolidate agency relationships (The Drum)When More is Not Better, Roger Martin (Book)Raja Rajamannar on Marketing Today discussing his new bookSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Christian Beck is the Executive Partner at Innovatemap, where he focuses on growth strategy and design. He is also the host of the podcast Better Product. While Christian doesn't consider himself a marketer, he and Alan discuss design, user experience, and how marketing is tied closely to his role. Throughout the rest of their conversation they also touch on how technology scale is outpacing human cognition, why that matters, and what making a good product is all about.According to Christian, a “better product is marketable, valuable, and usable.” Since technology is evolving rapidly, companies must be really intentional about sticking to the fundamental design principles — designing around human behavior. What can marketers learn from design and vice versa? Listen to the full conversation to find out.In this episode, you'll learn:How technology scale is outpacing human cognitionWhy better product is marketable, valuable, and usable The push for community in product spacesKey Highlights:[01:24] Why Christian doesn't see himself as a marketer[02:15] Why he started with design [06:20] Technology scale outpaces human cognition[11:47] Who is Innovatemap? How did it begin?[15:10] What makes a good product?[18:36] How the Better Product podcast was born[22:22] The push for community[26:32] An experience that defines Christian, makes him who he is today[28:22] Christian's advice for his younger self[30:02] What marketers should be learning more about[33:58] The brands and organizations Christian follows[36:35] The biggest threat and opportunity marketers faceResources Mentioned: InnovatemapChristian BeckMike ReynoldsShare Your GeniusBetter Product CommunityBetter Product PodcastsMartin Siegel, Indiana UniversityDesign with EthicsRobinhoodBlockchain (Wikipedia)Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Husband and wife, Philip and Kristen Risk are the Co-founders of Frankly Organic Vodka. On the show, Alan learns how they met selling luggage, how they maneuvered from sales to marketing, and what brought them to founding a vodka company. They share what's unique about Frankly Organic Vodka and how the liquor industry is not an easy place to survive and thrive. Yet this dynamite couple is doing just fine. Frankly Organic Vodka expanded its distribution from two states to thirteen states in 2020 and will continue to grow into 45 states. When they first founded the company, they focused on making sure the branding fit their product, values, and messaging: transparent, clean, and delicious vodka. Like they say, “It's straight. Honest. To the point. And memorable.” Listen to the full episode to find out how brand alignment with their product has been key to their success.In this episode, you'll learn:The importance of knowing what you consumeDoing the research and being transparentAligning your brand with your messaging Key Highlights:[01:53] How Philip and Kristen met[03:25] Why start a vodka company?[08:12] Starting vodka with juice[09:42] What makes Frankly Organic Vodka unique[12:02] Branding the vodka[13:40] Ups and downs of the journey[18:00] Growth and expansion for the company[24:28] Shifting go-to-market strategy [28:05] Lessons learned[29:35] The experiences that defined Kristen and Philip[31:25] Advice to their younger selves [32:45] What marketers should be learning more about[33:20] The brands and organizations Kristen and Philip follow[34:21] The biggest threat marketers face Resources Mentioned: Frankly Organic VodkaMission and 100% Real IngredientsPhilip RiskKristen RiskDrizly's Latest Trends in Top Drinks (Forbes)Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC )Connect with the Guest:Kristen LinkedIn: https://www.linkedin.com/in/kristen-risk-4301145aPhilip LinkedIn: https://www.linkedin.com/in/philip-risk-a8b7305Frankly Organic Vodka Instagram: https://www.instagram.com/FranklyOrganicVodka/Frankly Organic Vodka Facebook: https://www.facebook.com/FranklyOrganicVodka/Connect with Marketing Today and Alan Hart:http://twitter.com/abhart Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Meagen Johnson is the SVP of Marketing at Jane.com, a curated fashion marketplace with more than 2,000 brands and thousands of products released daily and only available for 72 hours. In this episode, Alan and Meagen dive into Meagen's passion for marketing beginning in high school, how she ended up at Jane.com, and the trends she sees in the clothing and fashion industry and social media. Meagen believes the biggest opportunity for today's marketers is to leverage social commerce not just for sales but also for brand awareness. She says marketers need to push to be different and that “what got you here today is definitely not going to get you where you need to go.” What should you be doing to not fall behind? Test, experiment, try different things to see if they work and align with your brand. How does the concept of “shopetainment” and influencers fit into this? Listen to their conversation to find out.In this episode, you'll learn:How to stand out and drive growth in a competitive marketplaceThe evolution of social commerce How being different can feel more personalKey Highlights:[01:20] Why Meagen doesn't eat fruits and vegetables[02:55] Falling in love with marketing in high school [07:45] What is Jane.com [10:01] The competition of marketing to women[11:20] Shopetainment: what works and what doesn't work[16:00] Breaking down influencers, creators, and affiliates[20:39] Meagen's advice for marketers [22:35] An experience that defines Meagen, makes her who she is today[25:25] Meagen's advice for her younger self [26:18] What marketers should be learning more about[28:32] The brands and organizations Meagen follows [30:11] What Meagen thinks is the best threat and opportunity for marketers  Resources Mentioned: Jane.comMeagen JohnsonJane's Social Commerce Success (glossy.co)Facebook Shopping PlatformPinterest ShoppingInfluencer, Creators, AffiliatesSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Teresa Barreira is the CMO at Publicis Sapient where she works to transform businesses in the constantly evolving world.  In this episode, Alan and Teresa discuss her path to becoming CMO at Publicis Sapient, the new internship program she's launched, and why she believes that diversity and inclusion are not only HR functions.Along with her passion for D&I awareness, Teresa is passionate about transforming businesses. In her eyes, an organization should be like an operating room, constantly evolving and gleaning expertise and counsel from the experts in the room to accomplish a goal. Marketing plays a large role in driving that change. She says, “marketing is not just about telling a story or managing the brand. It is now about transforming the business.”Listen to the full conversation to learn how you can also defend, differentiate, and disrupt within your organization and industry.In this episode, you'll learn:Why content is the king and queen of a service companyWhy diversity and inclusion doesn't only belong in HRDigital business transformation: defend, differentiate, and disruptKey Highlights:[01:35] Growing up in Portugal and coming to the States[03:38] From medical student to CMO[07:16] What Teresa loves about the services division[09:25] Selling a service as well as the people [10:30] Lessons learned by being your authentic self[15:40] Publicis Sapient's internship program[22:11] Diversity and Inclusion is a company-wide endeavor[26:34] An organization should be an operating room[28:00] What is a digital business transformation [32:22] Transforming McDonald's[37:00] What Teresa says is today's biggest opportunity for marketersResources Mentioned: Publicis SapientTeresa BarreiraPast experience: IBM, Accenture, DeloitteServices MarketingInternship program – 120 students, 9 in marketing, 90% first generation college studentsTony Wells of USAA on Marketing Today Podcast EpisodeTravis Montaque founder of Holler on Marketing Today Podcast EpisodePod Model – Agile ApproachMcDonald's business transformationSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Katherine Calvert is the Chief Marketing Officer of Khoros, a digital engagement platform for social marketing, online communities, and customer care.In this episode, Alan and Katherine discuss her path to becoming CMO at Khoros and her perspective on customer engagement. She also shares what platforms marketers should consider if they want to create great experiences for their customers and prospects.Katherine believes “there is a real opportunity for marketing leaders to be the champion within companies to elevate CX,” saying customer experience should be the “north star” by which they lead. Studies show that over 60% of consumers stop doing business with a brand after just one negative instance. On the other hand, 80% of consumers say they will pay more for the same product or service if it comes with a delightful customer experience.Listen to find out how customer experience is transformational to your company's finances.In this episode, you'll learn:The importance of staying connected The financial impact of having good CXUtilizing platforms and channelsKey Highlights:[01:22] Katherine's brush with Kevin Bacon[02:55] Katherine's path to becoming CMO[05:32] What you should know about Khoros[09:15] Stay connected with your customers[15:05] How marketers should think about channels and platforms [20:01] Katherine's advice for customer engagement[24:15] A defining experience that made Katherine who she is today [26:34] Katherine's advice to her younger self[27:29] A topic Katherine believes marketers should learn about[30:24] The brands and companies Katherine follows[32:35] What Katherine says is today's biggest opportunity for marketersResources Mentioned: KhorosKatherine CalvertQuicksilver (movie), Kevin Bacon (actor)Lithium, Spredfast MergerKhoros Smart Social ReportSephora, RothysSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Scott Hudler is the CMO of Torchy's Tacos, an experiential craft-casual restaurant. In this episode, Alan and Scott explain what that means. Torchy's was founded a decade ago in Austin, Texas. The concept was an elevated street taco. Today they have over 83 locations in seven states and plan to add a hundred company-owned restaurants in the next five years. Learn how being individually owned instead of a franchise helped them grow and how they lean heavily on experience and grass roots marketing.In this episode, you'll learn:The intersection between fun and businessGreat customer experience shines through the abundance of choicesMeeting customers where they want to interact with youKey Highlights:[01:45] Scott's favorite city[03:22] The brands Scott has worked for[06:01] What made Torchy's the next “right” move[07:16] Torchy's backstory[12:06] Executing a winning formula[14:00] Not a franchise but individually owned[17:07] Making the leaps to grow[18:35] How the food industry will change post-pandemic[20:15] Overcoming the abundance of choices[21:41] Experiential marketing at Torchy's[26:22] A defining experience that made Scott who he is today [30:30] Scott's advice to his younger self[31:20] Scott's impactful purchase[32:38] The brands and companies Scott follows[34:35] What Scott says is today's biggest threat and opportunity for marketersResources Mentioned: Torchy's TacosScott HudlerMichael Rypka (Texas Living Story) GJ Hart, CEO, on the Managing Partner internal ownership modelAirpods ProTodoist (app)Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Odia Kagan is a Partner and Chair of GDPR Compliance and International Privacy at Fox Rothschild LLP, a US national law firm. She has advised more than 200 companies of varying industries and sizes on compliance with GDPR, the California Consumer Privacy Act and other US data protection laws. In this episode, Odia and Alan discuss why marketers should care about data protection and what they should be paying attention to in the connection between marketing and data. For those unfamiliar with CCPA and CPRA laws, Odia breaks down what each means and why they are relevant to marketing. Odia says, “Consumer trust is aligned with privacy compliance.” As the interview continues, you'll hear more references to the emerging cookie-less world, consumer trust, and mindfullness that all data collection isn't good data collection.  In this episode, you'll learn:Why marketers should care about data protectionWhat it means to be a good steward of dataThe relationship between privacy laws and UX design and experience Key Highlights:[01:31] What led Odia to pursue privacy law [02:38] Care about data protection [05:15] Be transparent about what you do with data[10:45] Be mindful of how you share data[12:45] What Odia thinks marketers can solve[19:36] Breaking down CCPA legislation [24:34] Breaking down CPRA legislation[31:15] Privacy laws with UX design and experience  [35:20] Meeting consumer expectation [38:00] A defining experience that made Odia who she is today [39:10] Odia's advice to her younger self[40:00] Odia's impactful purchase[41:05] The brands and companies Odia follows[42:38] What Odia says is today's biggest threat and opportunity for marketersResources Mentioned: Odia KaganFox Rothschild (law firm)GDPRApple IDFA impactThird-party cookies explainedCalifornia Consumer Privacy Act (CCPA)California Privacy Rights Act (CPRA)Virginia Privacy Legislation ICO – Age appropriate design codeSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Emily Callahan is the Chief Marketing and Experience Officer at ALSAC, the fundraising and awareness organization for St. Jude Children's Research Hospital. On the show, Emily and Alan discuss St. Jude's origin, how she ended up as the Chief Marketing and Experience Officer, and the inspiration behind St. Jude's partnership with SpaceX. Yes, you read that correctly. St. Jude is going to outer space. But in between, they also talk about purpose: what it means and how it can empower companies and their partnerships. Emily encourages people to “be a difference maker where you are.” Listen in to find out how that inspires her career, their marketing, and St. Jude's mission.In this episode, you'll learn:Why purpose is the power behind marketingSt. Jude's partnership to travel to spaceWhat CMOs can learn from cause marketersKey Highlights:[01:25] Emily's morning routine[02:53] Emily's path to Chief Marketing and Experience Officer[06:12] All about St. Jude Children's Hospital[10:16] What non-profit marketing looks like[13:58] Purpose behind marketing[17:25] St. Jude is going to space![20:37] Stories of inspiration[24:33] What marketers can learn from cause marketers[26:11] Emily's career advice[28:37] A defining experience that made Emily who she is today [30:07] Emily's advice to her younger self[31:58] Emily's impact purchase[33:28] The brands and companies Emily follows[34:50] What Emily says is today's biggest threat and opportunity for marketersResources Mentioned: Emily CallahanALSACSt. Jude Children's Research HospitalRichard Shadyac, President and CEO at ALSACEdelmanSusan G. KomenDanny Thomas and the history of St. JudeSt. Jude and Inspiration4 Space TravelJared IsaacmanInspiration4Chadwick Boseman Visit to St. JudeRussell Weiner , President at Domino'sDomino's $100MM pledge to St. Jude Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Joe Jackman is the CEO & Founder of Jackman Reinvents, the world's first and foremost reinvention company. He's also the author of The Reinventionist Mindset where he talks about principles that help businesses succeed. In this episode Joe and Alan discuss, you guessed it: change. Specifically reinvention. What it means, and why people resist it. Joe says, “Change is hard. Not only just being comfortable with it but embracing it and then getting good at it.” Throughout the interview you'll hear him speak on how business leaders can make change more acceptable - a positive for their business - and avoid becoming irrelevant. After listening to this episode, you'll realize that the future is now. Marketing leaders need to adapt before the wave is gone and they're left behind. In this episode, you'll learn:Why people resist changeThe danger of doing the mathWhat's necessary to be successful at changeKey Highlights:[01:52] Joe's transformational summer[06:30] Becoming a reinventionist  [10:35] The roots of resisting change[14:35] Pushing the status quo[17:20] Being a part of creating the future[19:08] Don't do the math [23:24] How to become successful at change[28:07] Companies who are embracing change[32:32] The benefit of a non-linear path[35:45] Where does it come from? [40:37] A defining experience that made Joe who he is today [42:12] Joe's advice to his younger self[44:16] Joe's impact purchase[46:10] The brands and companies Joe follows[49:35] What Joe says is today's biggest threat and opportunity for marketersResources Mentioned: Joe JackmanJackmanThe Reinventionist Mindset: Five Human Principles that will Lead to Successful Business Transformation (book)University of WindsorIndustrial DesignLoblawsAMA Hall of Legends – Joe JackmanChris Bryant, CMO of ChipotleNick Kokonas, founder of Alinea and TockMedium app Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Kylan Lundeen is the Chief Marketing Officer at Qualtrics where he's helped revenue growth increase up to 50% per year. When Kylan started “meandering” in marketing, he began to realize the importance of growth versus marketing alone. He says, “the job of any marketer is to influence other people to take action and do something”, but you can only do that when you understand growth.In their conversation, Alan and Kylan discuss skateboards, valuable content creation in a world of distraction, and the power of educating your internal team on what marketing actually does. You'll also hear Kylan's perspective on creating a new category, as well as how he and his team have combatted the marketing competition that is the entertainment industry. Listen in to find out how Kylan thinks marketers should be adapting to the future and what you can do to cut through the noise.  In this episode, you'll learn:The benefit of accepting random projectsWhy you should focus on growth vs. marketingOvercoming the entertainment competition  Key Highlights:[01:26] Kylan's favorite hobby[03:30] How Kylan became an accidental marketer[06:15] “Meandering” through marketing[09:32] Getting banned from Dreamforce[11:15] Becoming CMO[15:06] Focusing on growth vs. marketing[19:05] Appreciating the foundations[21:12] Creating a new category[29:00] Marketing, clear and simple[34:13] Competing with entertainment[40:00] Where Kylan gets inspiration[45:37] A defining experience that made Kylan who he is today [49:35] What Kylan says is today's biggest threat and opportunity for marketersResources Mentioned: QualtricsKylan LundeenFunctional ArtSkateboardsRyan SmithJared SmithDreamforceQualtrics 5 for the FightAndy Rachleff  – Benchmark Capital Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Bill O'Connor  is the Executive Vice President and Chief Sales Officer at Jackson Family Wines. Based in Sonoma County, the heart of California's wine country, the business is one of few family-owned and operated wineries of its kind. Founded in 1983, with a focus on artisanal and old wines with a distinct character and quality, their portfolio includes wines like Kendall-Jackson, La Crema, Freemark Abbey, Murphy Goode, Stonestreet, among many others.On the show, Alan and Bill talk about the historic partnership between Jackson Family Wines and the home of the Kentucky Derby, Churchill Downs, and what Bill makes about effective partnerships.In this episode, you'll learn:What it's like being a family-owned wineryHow to effectively handle partnershipsThe importance of refining your customer's experienceKey Highlights:[02:00] Bill's dream job[03:30] The historic partnership with Churchill Downs[04:36] Jackson Family Wines' tie to racing[11:50] Their wide variety of wine offerings[14:02] How Bill thinks about partnerships[16:06] Refining the customer experience [20:30] Bill's advice for navigating new relationships[23:15] A defining experience that made Bill who he is today [26:54] Bill's advice for his younger self[29:36] Bill's recent impactful purchase[31:05] The brands, companies, and causes Bill follows[33:03] What Bill says is today's biggest threat and opportunity for marketersResources Mentioned: Jackson Family WinesBill O'ConnorChurchill Downs & Kendall-Jackson and La Crema SponsorshipStonetreet FarmsJess Jackson (Wikipedia)Barbara BankeCardinale, La Jota, Freemark Abbey, Hartford Family WineryGrounded – Julia JacksonSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Denise Broady is the Chief Marketing Officer at Appian, a low-code, solution-focused organization that helps customers become more agile, creative, and connected. Denise's experience as COO and CMO gives her a unique perspective on business and expertise in transitioning between companies and distinctly different jobs. When asked how her COO background influences her current role, she says, “I really love to bring processes and data to the art of marketing.”On the show, Denise and Alan discuss how she became the CMO at Appian. They talk about her experience transitioning virtually and things to think about for anyone managing their career or taking on a new role.In this episode, you'll learn:The importance of the first 100 days of a new roleHow success centers around accountability and ownershipWhy finding your culture fit mattersKey Highlights:[01:55] Denise's journey to becoming CMO at Appian[05:55] Denise's experience in both COO and CMO roles[09:08] How Denise views ownership of driving sales pipelines[11:21] Should the COO role own the sales pipeline? [13:55] The first 100 days onboarding in a virtual environment[17:45] Denise's advice on peer-to-peer interaction[20:17] Denise's advice for managing your career growth[25:15] A defining experience that made Denise who she is today [27:20] Denise's advice for her younger self[29:36] Denise's recent impactful purchase[31:10] The brands, companies, and causes Denise follows[35:18] What Denise says is today's biggest threat and opportunity for marketersResources Mentioned: Denise BroadyAppianLow-codeRefugee Camps in and surrounding Vietnam (PBS Story)Moo NotebooksDavid Sinclair author of LifespanSubscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Nishant Desai, or Nish, is the Director of Technology and Operations at Xaxis, The Outcome Media Company. Nish has 20+ years of experience leading technical partnerships, integrations, and ad operations for thousands of brands, platforms, and partners. On Marketing Today, Alan and Nish unpack the future of marketing without third-party cookies. With only a year before the change, Nish's advice is, “Don't panic” and look to alternative solutions. This important interview touches on the events that lead to cookie death, alternative marketplace solutions, and what marketers should be thinking about as this new landscape comes into view. Listen in to learn more about the cookie-less effect on marketers and users.In this episode, you'll learn:Why third-party cookies are endingThe benefits of a flock-based cookie solutionThe future of a unified ID-based ecosystem Key Highlights:[01:48] Nish's path to advertising, MarTech, and AdTech[02:40] How computer science helps MarTech and AdTech[0316] The death of cookies [05:15] The difference between browser approach and universal idea approach[07:44] Google's proposals for browser cookies[12:21] Roadblocks to a browser-based or FLoC based solution[16:30] Survival of the fittest[21:18] Which version is better for users[22:30] Who will be successful in the new cookie world[24:53] Will there be a growth of data stores?[27:03] What marketers should be thinking about to move forward[29:42] A defining experience that made Nish who he is today [30:46] Nish's advice for his younger self[32:35] Nish's recent impactful purchase[33:35] The brands, companies, and causes Nish follows[34:53] What Nish says is today's biggest threat and opportunity for marketersResources Mentioned: Nish DesaiXaxisXaxis Top 10 TrendsFirst-party cookies vs. Third-party cookiesW3C Standards OrganizationFLoC backed by GoogleUniversal IDsOpposing views of FLoCBrand-driven partnerships – Walmart & The Trade DeskBitcoinGoogle AITesla AI Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Niklas Bakos is the Founder and Chief Strategy Officer at Adverty, a company that helps put advertisements in video games. In this episode, Alan and Niklas discuss what in-game advertising looks like and how e-sports has exploded in popularity. The conversation starts with why Niklas founded Adverty. Having spent most of his career in the gaming industry, he saw a huge opportunity for marketers to easily reach their target audiences and do it “at scale.”They discuss the e-sports revolution, why in-game advertising is more insightful than real-life street advertising, and how a marketer should be thinking about it. In this episode, you'll learn:How mobile gaming is the leading platform for advertisingHow in-game advertisements are more insightful than real-life advertisementsWhy e-sports is the next gaming revolutionKey Highlights:[01:12] Niklas's “big fat cat”[01:51] Why Niklas founded Adverty[03:26] What is Adverty[04:27] What in-game advertising looks like[09:06] The brain impression algorithm[14:37] The future of ad placement and pricing[15:48] How to think about e-sports and its future[19:00] Why mobile gaming has such a far reach[21:12] Who is doing in-game marketing well[22:43] The future of e-sports and in-game marketing[24:18] An experience that defines Niklas, made him who he is today [25:52] Niklas's advice for his younger self[26:30] Niklas's recent impactful purchase[27:28] The brands, companies, and causes Niklas follows[29:28] What Niklas says is today's biggest threat and opportunity for marketers Resources Mentioned: AdvertyNiklas BakosVirtual Reality (VR)Augmented Reality (AR)Mobile Gaming market sizeeSportsCounter StrikeCritical OpsLeague of Legends sponsorship by MastercardOMD and Activision Call of Duty campaign in Critical Ops Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Kristin Warfield is the VP of Partnerships at Churchill Downs Incorporated, home of the Kentucky Derby since 1875. During her twelve years at the historic racetrack, she has championed significant growth in the track's partnership development and activation efforts. It includes new and expanded relations with Longines, the official timekeeper of the Kentucky Derby and title sponsor of the Kentucky Oaks; Woodford Reserve, the presenting sponsor of the Kentucky Derby; and MassMutual, among many other alliances.In this episode, Alan and Kristin begin with her trajectory to becoming the VP of Partnerships and why the Kentucky Derby is such a unique experience. Even though people come to the Derby for varied reasons, Kristin believes that “There's a party for everyone,” and makes it her focus to partner with companies to give them the experience they seek. Alan and Kristin discuss the shifts Kristin had to make to work with partners and what makes a good partner in the first place. For anyone interested in horse racing, history, fashion, or the relationship between marketing and partnerships to amplify your brand, this episode is for you.  In this episode, you'll learn:What makes the Kentucky Derby such a unique experienceHow a digital shift can amplify customer engagementWhat makes a good partnershipUsing partnerships to connect with your customersKey Highlights:[01:41] Kristin's backup career as Bingo the Clown[02:55] How Kristin “fell into sports”[05:05] Why the Kentucky Derby is a unique sport[08:34] How COVID impacted the Derby[11:13] Partner shifts to digital and virtual activations[15:07] Cross-collaborations with partners[16:50] The new Jackson Family Wines partnership[18:36] The perfect blend of wine and racing [22:01] What makes for a good partnership[27:44] Kristin's advice to marketers identifying or negotiating partnership deals[29:11] An experience that defines Kristin, made her who she is today [30:40] Kristin's advice for her younger self[31:05] Kristin's recent impactful purchase[32:25] The brands, companies, and causes Kristin follows[33:50] What Kristin says is today's biggest threat and opportunity for marketers Resources Mentioned: Churchill DownsKentucky DerbyKristin WarfieldNASCARWoodford ReserveVineyard VinesJackson Family WinesBarbara BankeKendall-JacksonLa Crema Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

On this 256th episode of Marketing Today, Alan Hart and Eduardo Luz, Chief Brand and Concept Officer at Panera, discuss the pivots Panera executed during the pandemic, including how they positioned their mobile app and the innovations they implemented in their menu offerings.Eduardo sees the future of marketing as really honing in and connecting with your consumer. As Panera changed its menu and shifted to what Eduardo calls “warmer offerings,” they started to see the incremental success that has propelled their business forward. The conversation covers consumer behavior, and Panera's new company value: respect for the planet. To hear how Eduardo thinks about the future of consumer behavior and its impact on marketing, listen to Marketing Today.In this episode, you'll learn:Changes in direct-to-consumer interactionHow your company positioning impacts successWhy listening to your consumers is essentialHow Panera shifted during the pandemic How Panera leaned on its “promise” to expand its offeringsKey Highlights:[01:52] Where Eduardo grew up[02:50] How Eduardo ended up in marketing[04:42] Shifts in the consumer industry[06:25] Eduardo joins Panera at the peak of the pandemic[07:46] The role Eduardo was expected to fill [11:02] Panera's positioning before the pandemic[12:48] How these shifts impacted Panera[14:30] Panera's updated menu[18:30] Why Panera expanded to pizza[22:10] Panera's new value: respect for the planet[25:13] The future of Panera[27:34] An experience that defines Eduardo, made him who he is today [29:18] Eduardo's advice for his younger self[30:08] Eduardo's recent impactful purchase[30:52] The brands, companies, and causes Eduardo follows[32:12] What Eduardo says is today's biggest threat and opportunity for marketersResources Mentioned: Panera – website, TwitterEduardo Luz – LinkedInPanera CEO - Niren ChaudharyClaes Petersson – head chef, Chief Food Innovation OfficerValue DuetsFlatbread PizzaWorld Resources Institute – Cool Food BadgeChef Jose Andres & Panera – fighting food insecurity Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

On this 255th episode of Marketing Today, Alan Hart talks to Zach Harris, VP of Marketing for the Water Portfolio at PepsiCo Beverages, North America. Throughout the episode, Alan and Zach discuss how to brand water, their new launch of bubly bounce, and their other products like LIFEWTR and Aquafina. The conversation starts with Zach describing his career at PepsiCo, a company he's been at since he graduated college. He says these experiences have taught him that the role of a brand is really to keep the consumer “at the center of everything you do.” Because without it, you won't gain brand loyalty.From there Alan and Zach go deep into what it means to have purpose, both in your job and as a company, and how being a visible example of leadership is what ties a community together.In this episode, you'll learn:Why an informal network is important for your career growthWhy you should be a visible example of leadership in your communityHow to build trust among your customersHow to market a portfolio of productsWhat it truly means to have purpose behind your brandKey Highlights:[01:20] How Zach found his way to marketing in a family of doctors[04:03] Why Zach has been at PepsiCo for his entire career[06:34] Zach's different cross-functional experiences [07:40] How different experiences have prepared Zach for his current role[09:30] Zach's passion for mentorship[12:33] Being a visible leader in your community[15:15] How to market and brand water[17:52] What Zach thinks about when marketing the water portfolio [20:08] The branding of the LIFEWTR bottle[22:18] How Zach thinks about purpose-driven marketing[26:45] Driving sales with brand loyalty[27:30] The launch of bubly bounce with Michael Buble´[32:25] An experience that defines Zach, made him who he is today [36:57] Zach's advice for his younger self[41:05] A recent impactful purchase Zach made[43:30] The brands, companies, and causes Zach follows[47:05] What Zach says is the biggest threat and opportunity for marketers today Resources Mentioned: PepsiCoWater Portfolio – bubly, LIFEWTR, AquafinaDiversity and Engagement at PepsiCo Sharon High School in Sharon, MA Party City | Marketing Today Episode with Party City CMOCo-star Astrology AppMasterclass Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this 254th episode, Alan Hart talks with Ryan George, Chief Marketing Officer at Docupace Technologies, a financial technology company focused on the wealth management industry.In this episode, Alan and Ryan discuss the B2B marketing space, Ryan's focus on content marketing and building expertise within an organization, and how that can be a natural, self-fulfilling prophecy for your success.At the beginning of the conversation, they discuss Ryan's transition from public relations to marketing, his role as CMO at Docupace, and how Ryan thinks about B2B marketing in today's world. From his perspective, “leads don't come overnight,” and it's the human connection that creates value and really draws customers to your product.Throughout the rest of the interview they talk about looking for “the kernel of truth” when people give you feedback, as well as Ryan's desire for people in other departments to make sure employees are engaged and have what they need. To find out how Ryan responds in both situations, take a listen to this episode of Marketing Today. In this episode, you'll learn:Why human connection is so important in B2B marketingHow the value you create makes a differenceWhy authenticity makes or breaks your connectionWhat a “no-ego” marketing strategy looks likeKey Highlights:[01:20] How Ryan travels “with muscle” to get interviews[02:42] Ryan's career path [04:05] Ryan's transition from public relations to marketing[04:52] What is Docupace and who do they serve[06:28] What it's like to be a CMO at Docupace[07:13] How Ryan thinks about B2B marketing today[09:29] ABM marketing and seeking insights[12:02] Learning drives your content marketing strategy[16:29] How Ryan handles feedback on his marketing tactics[19:07] Ryan's responsibility around culture and employee development[22:43] Operating with a no-ego mentality[23:32] An experience that defines Ryan, made him who he is today [25:39] Ryan's advice for his younger self[26:51] A recent impactful purchase Ryan made[29:00] The brands, companies, and causes Ryan follows[31:38] What Ryan says is the biggest threat for marketers today Resources Mentioned: Docupace TechnologiesRyan GeorgeDemandbaseAccount-Based MarketingPardotSalesforceThe CMO ClubCrayola Twistable ColorsDisney+, Amazon Prime, NetflixTruman Show (movie) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this 253rd episode of Marketing Today, Alan Harts talks with Erica Chan, who leads brand customer experience and insights at Alibaba Group, one of the world's largest B2B e-commerce marketplaces. On the show, they discuss the almost $24 trillion global B2B e-commerce market and how Alibaba is both globalizing and localizing their brand around the world. Alan and Erica break down the behemoth of an organization that is Alibaba and their transformation to going global as a brand. Erica says they realized they needed to transform the platform to make it truly “helpful and relevant” to today's businesses. The way the world does business is changing rapidly, and Erica sees digitalization and e-commerce platforms as a “gateway” to making this transition.Learn more about this, the future of B2B e-commerce, and virtual trade shows in Alan and Erica's discussion on this episode of Marketing Today.In this episode, you'll learn:How to go global while also going local with your brandWhy going digital and access to e-commerce is now essential for B2B Why e-commerce is a gateway to going globalKey Highlights:[02:20] Erica's role at Alibaba[04:48] Alibaba's organizational structure[07:15] Alibaba's transformation[09:37] How Erica thinks about globalizing Alibaba's brand [12:40] The different ways companies can leverage Alibaba[16:48] How the pandemic sped up going digital [21:10] Alibaba's virtual trade shows[24:04] What marketers should think about in 2021[27:17] An experience that defines Erica, made her who she is today [28:46] Erica's advice for her younger self[29:38] A recent impactful purchase Erica made[31:24] The brands, companies, and causes Erica follows[33:15] What Erica says is the biggest threat and opportunity for marketers todayResources Mentioned: Alibaba GroupAlibaba.comJack Ma (founder)Made in the USA trade showSmall business research Alibaba.com (Business Wire)Ashley Reichheld from Deloitte on Marketing Today discussing TrustBack Market Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.