On this 250th episode of "Marketing Today," host Alan Hart speaks with Paul Cowan, the CMO of FreshBooks, a cloud-based accounting solution for small businesses and self-employed professionals. Over the past 20 years, Paul has marketed everything from booze to SaaS products, learning that product experience and marketing go hand-in-hand.In this episode, Alan and Paul discuss the symbiotic relationship between product experience and marketing while touching on the intersection between marketing and community. They even talk of activism — or really slacktivism — and what it means for businesses.The conversation begins with an overview of how FreshBooks came to be and how Paul stepped into his CMO role during a company rebrand. Like any good CMO, Paul believes it's important for your customers to understand the pain you address, but it's even more essential for them to understand what makes you different. From a brand standpoint, Paul says marketers need to look internally and find what he calls the "bits of goodness" that exist within the product experience and communicate that to customers.Paul goes on to explain how to use that pain to build a community, what slacktivism means, and how it impacts business, for better or worse. In this episode, you'll learn:How to take a pain point and use marketing to exploit itHow to find your company magic and use it as your superpowerWhat the symbiotic relationship is between product, customers, marketing, and communityWhat role slacktivism plays in marketing and in pushing companies to be purpose-driven Key Highlights:[01:33] Why Paul isn't allowed around chainsaws[03:01] What is FreshBooks and Paul's path to becoming CMO[05:38] The pain FreshBooks set out to solve[07:06] The FreshBooks rebrand[11:42] The overlap of product experience and marketing[13:27] Using pain points to build network and community[19:15] What is slacktivism, and how it applies to purpose-driven companies[27:51] An experience that defines Paul, made him who he is today[29:31] Paul's advice for his younger self[30:17] A recent impactful purchase Paul made[31:22] The brands, companies, and causes Paul follows[33:03] What Paul says is the biggest opportunity for marketers today Resources Mentioned: com Paul CowanFreshBooks Rebrand (Glossy Inc)Mike McDerment, founder of FreshBooksSlacktivism (Wikipedia)#DeleteUber (NY Times)Casper, DoorDash SEC Filings  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 249th episode of "Marketing Today," host Alan Hart speaks with Jonathon Morgan, the founder and CEO of Yonder, an AI company that helps Fortune 500 communication teams identify and counteract online disinformation about issues that matter to their organization. In this episode, Morgan talks about the power of groups with extreme ideals and how thought radicalization can mean something different for marketers. Our conversation starts with understanding Yonder's mission and how the company originated. Early in his career, Morgan conducted internet research, advising the state department on how they could counter the impact of online radicalization worldwide. Morgan explains that the modern concept of the internet is based on a fundamental premise — "there is wisdom in the crowd." He soon found out, however, that "if you value crowds, you inadvertently value mobs," and that someone who manipulates social platforms can have an immeasurable amount of power in swaying the crowd's thinking. From there, Morgan provides insights on the pros and cons of social media censoring and how easily misinformation and extremist ideals can leak into mainstream media. Finally, he talks about how the idea of radicalization isn't always a bad thing when it comes to brand marketing. In this episode, you'll learn:The vulnerability of the internet and our social ecosystemWhat contributes to the origins of radical groups and how misinformation can spreadThe difference between good and bad radicalizationThe importance of authentically communicating your company's valuesHow to build a coalition for your brand and leverage communication better Key Highlights:[02:16] Yonder's mission and how they got started[05:46] How a person can have an incredible influence on the way the public thinks[07:44] Motivations behind a mob; looking at the riots on the Capitol[11:17] The pros and cons of censoring on social platforms[15:21] How radical ideals spread into mainstream media[18:40] When radicalization isn't always a bad thing[24:00] Jonathon's advice to brand marketers about building a network[32:53] How taking a stand is complicated but essential[35:02] An experience that defines Jonathon made him who he is today[36:27] Jonathon's advice to his younger self[37:38] An impactful purchase Jonathon has recently made[41:15] The brands, companies, and causes Jonathon follows[42:38] What Jonathon thinks is the biggest opportunity for marketers today Resources Mentioned: YonderJonathon Morgan - CEO of Yonder, his personal siteThe prior episode on Marketing Today with Lisa Roberts, CMO at Yonder4Chan (Wikipedia)QAnon (Wikipedia) 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 248th episode of "Marketing Today," host Alan Hart speaks with Amir Hirsh, the chief executive officer and founder at Audioburst. This AI-powered audio discovery platform helps connect content consumers with relevant audio clips.Our conversation starts with how people have a tendency to call Hirsh crazy due to his innovative and forward-thinking. Hirsh discusses how 2020 acted as gasoline on the audio fire and how "audio connects people much stronger and creates brand affinity." In the last year alone, the podcast industry more than doubled in size as more and more people crave content that doesn't hurl visuals at their eyeballs.We then dive into Hirsh's company Audioburst and how it has "built an AI engine that listens to that vast amount of content," analyzes, and cuts it into short clips to make it more discoverable on the internet. Hirsh explains the massive opportunities that await marketers who can create or participate in their own audio content, as well as sponsor and attach their name to the audio content of others. The power of audio lies in the fact that "it can pretty much follow you throughout your day without interrupting whatever it is that you're doing at that moment in time." No matter how many people call him crazy, Hirsh sticks to the guiding principle that has gotten him here. "As long as you are true to yourself, you'll be a happier and more contributing person in life."Highlights from this week's "Marketing Today": As an entrepreneur that has spent his life in innovation and forward-thinking, Amir has been called crazy plenty of times. 1:132020 saw the audio industry explode with more people connecting via audio and technology than ever. 2:20Podcasting doubled to 5.5 million podcasts in 2020 alone as more and more time has been spent at home. 2:54Consuming content through the ears rather than the eyes frees up the consumer to do so much more. 3:40Though Amazon was a little bit late to the audio game, it has positioned itself to be the 800lb gorilla in the room. 4:27Voice penetration through Alexa will allow Amazon to push audio content at an entirely new level. 5:36It's vital for marketers to think about audio as it becomes more available in all industries. 6:40People can connect with brands at a much higher rate through audio than just being bombarded with visuals. 7:10If you are not moving your ads into the audio dimension, you miss out on half of the consumers' attention span. 8:00Amir started Audioburst to help podcasts and other audio connect with internet searchers. 9:27By adding as much metadata as possible to the audio clips, Audioburst makes audio much more discoverable. 11:00Other than making it accessible, Audioburst aims to make audio easy to use on many different platforms. 11:42Currently, Audioburst partners with the likes of Samsung and Hyundai to integrate into multiple industries. 13:31Rather than answering questions with an automated voice, Audioburst provides an audio clip from an expert in that field. 15:15Audio finds its power in its ability to follow you around throughout the day without interrupting your activities. 16:44Brands and marketers should be open to opportunities both in audio and on audio. 17:56Opportunities in audio involve brands and marketers creating their own audio content, whether producing or being interviewed. 18:24Placing a brand around a playlist, podcast, or audio event is how brands can participate in audio. 19:28 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 247th episode of "Marketing Today," host Alan Hart speaks with Julie Roehm, the chief marketing and experience officer at Party City. More than most, Party City had to make a massive pivot in response to the pandemic, as parties became all but outlawed.We start our conversation talking about Roehm's unusual path to where she is today, actually beginning with a degree in environmental engineering before moving to finance and ultimately marketing. Roehm then explains how each industry taught her to view challenges "as opportunities rather than an obstacle." Next, Roehm dives into the beginning of her marketing career at Ford Motor Company, stating, "that's where I started to get the taste for this out-of-the-box, different way of thinking about marketing." As she made the jump from company to company, Roehm stayed true to her No. 1 rule, "culture eats strategy for lunch."We then discuss the challenges presented by the pandemic to her current company, Party City, during a time when "pandemic and party were not synonymous." Roehm explains how she was able to set up a same-day delivery service with Hertz in just eight days as her team made an attempt to "get people to see celebration around every corner." People need something to be happy about during the pandemic, and Party City is trying to give it to them. Finally, Roehm talks about the importance of knowing "yourself and the kind of environments you're going to thrive in!"Highlights from this week's "Marketing Today": Julie created The Conversational Podcast in her free time after she successfully flipped an auto body company. 1:27Throughout her career, Julie has been able to know some incredibly successful people on a personal level. 2:26Julie's Holy Shit moments have given her direction throughout her life, leading to her greatest success. 3:18Born in the Midwest as the oldest child, Julie's family moved around a lot before attending Purdue for college. 5:22Upon finding out that engineers were paid well, Julie decided to go into engineering at Purdue. 6:26After her first year in college, Julie chose civil engineering to buy more time to figure out what she wanted to do. 7:00Julie ultimately chose environmental engineering and being accepted into a co-op program. 8:36During her time in the co-op program, Julie learned that she did not want to be an engineer, but she did want to be a businesswoman. 9:10Once she began attending business school in Chicago, Julie worked for American Airlines as an intern in the New Business and Marketing area. 9:55Julie ultimately chose to work in marketing for Ford Motor Company right out of business school. 11:05Back in 1999, Julie helped launch the first Ford Focus in the United States. 11:36After Mercedes bought Chrysler, Julie made the jump and created the Grab Life by the Horns campaign. 12:00Spending under a year at Walmart, Julie decided to start her own consulting company that lasted for five years. 12:56Julie was excited to work as CMO for Abra Autobody & Glass because of the incredible culture that had been built. 14:00After flipping Abra, one of the board members extended an offer to Julie to come to Party City. 15:50Before agreeing to join Party City, Julie made sure to spend time with the executive board to make sure the correct culture was there. 16:33With enough skills, training, and confidence, you can do anything, but the culture will be what ultimately launches you to success. 18:10  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 246th episode of "Marketing Today," host Alan Hart speaks with Minter Dial, the author of "You Lead: How Being Yourself Makes You a Better Leader." Dial knows and shares what it takes to use your authentic self to lead a successful brand.We start our conversation by talking about how the ongoing global pandemic has taken away Dial's source of energy, that being, talking and communicating with other people. Dial then dives into his new book, "You Lead: How Being Yourself Makes You a Better Leader," and how he hopes it will "change the way we lead, not just in business, but within ourselves." Inside each and every individual, Dial feels "that everybody has leadership potential," but before a person can lead, they must come to terms with their authentic self.We then break down the disconnect that exists between being authentic and professional, a lesson that he learned when bringing life to L'Oréal's brand. "Too often, there's no real link between who you are legitimately...and what you're doing professionally." Ultimately, Dial believes that "if you can dial into the kind of person you want to be, then every decision should be orchestrated around making that happen."Highlights from this week's "Marketing Today": Minter has hit a point where his energy isn't always the highest, something he is trying to stay self-aware of. 1:19The motivation for Minter's most recent book is his desire to help others be authentic to themselves. 2:33Minter hopes to change the way that we lead in both business and within our own lives. 3:12After writing 30k words in Croatia, Minter hit a wall when PBS reached out to put his story on TV. 3:55Telling a friend about his book idea while on a walk acted as a catalyst to reignite the book. 4:48The initial premise of Minter's book was getting to know who you are before chasing who you want to be. 5:15Once you have established who you are, you can become the kind of person that works better with others. 6:18Many people want to be authentic without knowing why they do these things besides that they are good to do. 6:45Originally, the name of Minter's book was supposed to be "Brand NEWS," as in North, East, West, and South. 8:50The ability to tell a story turns takes people from a professional into someone who can spread a real light. 11:14In reality, on both a personal and brand level, we aren't doing enough work on authentically connecting to our story. 12:25Beyond life-altering experiences, it takes time to make that connection with your brand or story. 14:30With L'Oreal, Minter learned how to take the brand and bring it to life from the inside out. 15:42In order to move forward, there are some things that brands need to unlearn, but stay practical with what they choose to unlearn. 17:26It was a challenge for Minter to unlearn the thought that home life has no impact on work. 19:08Whether you're the top person or middle management, everyone should carve out some time to figure out who they are. 20:52Without a clear vision of who you want to be, it's very hard to get where you want to go. 22:37Chief Marketing Officers must face the challenge of aligning the way the company works internally with how it operates externally. 23:43You must make policies within your company that align with how efficiently you want it to operate. 26:00 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 245th episode of "Marketing Today," host Alan Hart speaks with Mauro Gatti, the chief creative officer at JibJab. Gatti is driven by his love for creativity and a desire to use that creativity to make the world a better place for all living beings that call this planet home.We start our conversation by diving into Gatti's life growing up in Northern Italy, an area full of workaholics, where he began working in his uncle's butcher shop as a 10-year-old boy. Though he grew up in a small town, Gatti believes that "the best part of Italy is the drive between different cities because there are so many different gems" and "driving around is a great way to discover the real soul of Italy."Gatti then discusses his meteoric rise in the creative advertising industry that took him from creating artwork for CDs in Italy to his current position as the chief creative officer for JibJab in Los Angeles, California. "We all have a gift. Maradona had that gift, Michael Angelo had that gift," and Gatti's gift is being a creative person. JibJab believes that "creativity can inspire and mobilize people," an important concept in a year that has brought the world to a halt.Gatti also discusses The Happy Broadcast project in which he does his best to promote the good things that are happening in the world while media outlets seem only to promote the bad. "The challenge is not to erase the past; it's just to create a new present!" Highlights from this week's "Marketing Today": Mauro grew up in a small town out in the country in Northern Italy, a very different place than what most people think of Italy. 1:55Growing up in an area where everyone was a workaholic, Mauro's dad taught him how to make a living at only 10-years-old. 3:00Alan knows first-hand that Italy looks very different depending on where you are, having proposed to his wife there. 5:52Mauro believes that the most amazing part of Italy is the drive between cities because you get to see everything that is not mainstream. 7:10Besides a short time when he wanted to be a doctor, Mauro has always been passionate about commercial design and creativity. 9:08At the age of 15, Mauro created some illustrations for CDs, which was his first creative position. 10:30When most advertising agencies in Europe were still using the same old methods, Mauro saw an opportunity to start a digital advertising agency. 11:23With the creation of the first iPhone, Mauro's digital agency became one of Italy's first to create apps. 12:27After spending his entire life in Italy, Mauro decided to move to California to lead Story Bots' digital expansion. 13:48The creators of Story Bot asked Mauro to work on JibJab before selling the company to Catapult, where he stayed on as Chief Creative Officer. 14:58A variety of different projects provide Mauro with an outlet to express his creativity. 18:09Though it will always be remembered for the dancing elves, JibJab tries to offer consumers a way to connect and share happiness with loved ones. 19:02JibJab believes that there is nothing better than making someone you love happy. 21:20Today, JibJab tries to create content that provides laughter in a year that has seemingly halted life for many people. 22:17Happiness is very subjective, differing in how it shows itself or how it is defined from person to person. 26:01Mauro sees happiness in his work and how it allows him to use his creativity to bring happiness to others. 26:55 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 244th episode of "Marketing Today," host Alan Hart speaks with Clayton Ruebensaal, executive vice president of Global B2B Marketing at American Express. Ruebensaal talks about his experience developing brand strategies for premium brands and his vision for the future.We start our conversation with a dive into Ruebensaal's world-travel experience as a child, having grown up with a father in the foreign service. Ruebensaal discusses how his time spent in so many different cultures shaped his view of the world and brought about his interest in all people.We then speak on Ruebensaal's journey to the present day and the success that he has had with Ritz Carlton and American Express, where he works now, and attributes that success to his teams' ability to refresh the brand. "We reached into that history and found truths that we could bring to life," Ruebensaal claimed. He then breaks down the challenges that brands face when attempting to revamp and how "the difference between success and failure is the change management."We then discuss how not only COVID but the death of George Floyd changed the mission at AMEX. Marketers "sit at this intersection between what the business needs and what the consumer needs." Ruebensaal sees that as an opportunity to make a positive impact on the world.Highlights from this week's "Marketing Today": Clayton was born in Georgetown to a military family that took him all over the world to places like Thailand and Israel. 2:19With the traveling experience at such a young age, Clayton was still able to feel gratitude. 2:56Clayton didn't exactly have a path after graduating from college as a Creative Writing major. 3:45After his first advertising internship at an advertising firm, Clayton knew precisely what he wanted to do. 4:30Before going to the client side at Ritz Carlton, Clayton ran multiple advertising agencies, then ultimately moving to American Express. 5:10At both Ritz Carlton and American Express, there was plenty of need for a refresh in the respective brands' clarity. 5:55Before Clayton arrived, the American Express brand and logo hadn't been updated since 1975. 7:27Clayton knew that with the arrival of the internet came the need to think bigger for American Express. 7:50It takes effective change management to bring a brand to life after years of continuity. 8:47Clayton and his team have spent time speaking to AMEX teams all over the world to understand how the brand could help them. 9:38Having revamped two big brands, Clayton has found that it's best to start with understanding the problem that needs to be solved. 10:59Though the events of 2020 have accelerated things, they have not changed the fundamentals of marketing. 12:45What started as a health crisis turned into multiple crises in the economic and cultural sectors. 13:27When COVID broke out, Clayton and his team paused to examine where they could be of most assistance. 14:12American Express launched its Business Class platform in an attempt to educated businesses on what they could do. 15:37Every week, American Express tries to provide education in a different and attractive fashion. 17:16Over the last 40 years, business has become sexy and something people love to be a part of. 17:58It's incredibly important for marketers to put out organic content that adds value to the company. 19:17Useful does not have to mean uninteresting and useful content must be able to compete with everything out there. 21:06 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 243rd episode of "Marketing Today," host Alan Hart speaks with Esperanza Teasdale, vice president and general manager of the Hispanic Business Unit for Pepsico Beverages North America. Teasdale is responsible for the overall strategy, engagement, and sales for a Hispanic business unit that brings in over $2 billion per year.We start our conversation with Teasdale's experience from growing up with two parents that had both immigrated to the US from Ecuador in search of a better life. Since they both had demanding blue-collar jobs, Teasdale "grew up as a latch key kid," taking herself to and from school as a child, essentially responsible for herself. Teasdale then discusses her engineering education, spending time in manufacturing environments after graduation until attaining her MBA and ultimately moving onto sales. Once Teasdale realized that the sales sector wasn't for her, she moved to marketing.We then dive into the Hispanic business unit and the "untapped potential" that led to its creation. Now and into the future, Teasdale and her team are focused on multicultural marketing, as "everything we do should be multicultural because that is the fabric of our country." Teasdale takes us through the helping hands she received throughout her career as a result of her willingness to be vulnerable. "You don't have to wait for someone to ask you to take a seat; you can take it yourself." Lastly, we discuss the opportunity that marketers have today to think differently about their previously rejected ideas because "the world today is different than it was before!" Highlights from this week's "Marketing Today": As the daughter of immigrants, Esperanza greatly appreciates the sacrifices that her parents made to have a better life. 1:37Esperanza's parents came from the hot ecosystem of Ecuador to the cold winter in the US. 2:30Equality is something that everyone is trying to achieve in today's world, especially with all that has gone on this year. 3:22There were times when Esperanza's parents were injured or sick, and no money came in the door. 3:54After studying engineering in her undergrad in college, Esperanza spent quite a bit of time in a manufacturing environment. 6:58Esperanza's company paid for her MBA, after which she had her choice of path, ultimately choosing marketing. 7:48The Hispanic Business Unit at PepsiCo was created to tap into the previously untapped Hispanic sector. 10:36Multicultural marketing has gone through a revolution that parallels the makeup of our country. 12:29There is no one-size-fits-all in the melting pot that is the US, even within each culture. 13:13P&G has shown to be a champion of diversity and inclusion by driving cultural relevance through its advertising. 16:03Heading into the future, we need to be more culturally relevant, and the Hispanic Unit is an example of what the marketing industry should look like. 19:10The chaos and uncertainty of 2020 caused PepsiCo to pause during the initial breakout of COVID. 22:10Esperanza and her team made sure to study the effects of COVID on the habits of Hispanic consumers. 22:50The Hispanic population has shown resilience in its journey to get to the US and this helped maintain optimism in the face of chaos. 24:37To promote passionate multicultural youth's ability to vote, PepsiCo launched its Unmute Your Voice Campaign. 26:12Esperanza's team is focused on leaning into the communities that need the most help as it enters 2021. 28:06 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 242nd episode of "Marketing Today," host Alan Hart speaks with Rob Holland, the CEO at Feedback Loop, a technology growth company that provides rapid consumer feedback through its agile research platform.We begin the interview with Holland's upbringing in Staten Island and eventually to the West Coast, but wherever he went, it never seemed to be permanent. Holland believes "being comfortable with mobility has been a real game-changer," allowing him to adapt quickly to new environments. We then move to Holland's financial background and how it helped him when making the transition to managerial positions. Though he started in finance and eventually found his way to the marketing side, Holland has "always been connected to the consumer in some way."Holland then dives into Feedback Loop, defining agile research as a tool that "provides directional guidance early and often to guide decisions that might otherwise be made by opinion or rank, rather than data." Holland has seen first-hand that "the whole idea of getting rapid consumer feedback to solve rapidly changing needs in very dynamic markets has never been greater," and it's not going to go away anytime in the foreseeable future. Lastly, we end our conversation on the current polarizing state of the world and how "it's forcing marketers and brands to take sides in places that they really have no need to get into." Marketing teams need to tread lightly!Highlights from this week's "Marketing Today": Rob grew up in Staten Island before heading to the West Coast after high school, though he has remained a Mets fan. 1:20Both sides of Alan's wife's family are your typical Italian family from Staten Island. 1:49Throughout his career, Rob has stayed connected to the end-consumers the entire way. 2:38Starting in finance, Rob moved into market analytics, where he began to climb the management ladder. 3:16Rob's operational finance background gave him an advantage when he made the transition to the management side. 4:11Find someone who knows the finance side of the company, as it will always be an advantage. 5:50Feedback Loop provides an agile research platform that serves teams that want to do their own research. 6:06The Founder of Feedback Loop recognized the lack of ability to get rapid consumer feedback. 7:16Over time, Alpha's platform (prior name) evolved and grew with its customers and product development teams. 8:10After so much growth, Alpha stopped describing the platform accurately, so the company changed its name to Feedback Loop. 8:56Rob has seen the impact of the constantly evolving market on Feedback Loop and the marketing research industry as a whole. 10:48Research teams are having a hard time trying to keep up with the shifting market, and that's where Feedback Loop hopes to help. 11:36Agile research provides small chunks of information quickly to inform incremental decisions. 12:45The rapid feedback provided by Agile Research is most comparable to using windshield wipers during a storm, allowing you to keep moving forward. 13:55Product teams and research teams need buffers, and Agile Research provides those controlled parameters. 15:05Feedback Loop works with consumer-faced businesses of various sizes across a variety of industries. 17:25Farmers Insurance, a client of Feedback Loop, created Toggle, a direct-to-consumer product that allows them to connect to younger generations. 17:48 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 241st episode of "Marketing Today," host Alan Hart speaks with Ashley Reichheld, principal at Deloitte. Reichheld discusses the findings of Deloitte's 2021 Global Marketing Trends Report and dives deep into a few of its seven trends.We start our conversation with Reichheld's background of traveling. She talks about her experiences living and working in over 40 countries across six continents and how it helped her gain insight and perspective into different cultures. From there, we dive into the meat of the interview, Deloitte's 2021 Global Marketing Trends Report. With this report, Deloitte aimed to dispel some of the uncertainty that this past year has brought to marketing.Reichheld then discusses her favorite trend category, trust, and how "overall, trustworthy companies outperform their competitors by 2 ½ times." For a long time, public trust in corporations and governments has been on the decline and presents both a threat and opportunity to marketing departments worldwide. Deloitte uses its metric, HX Trust ID, which measures trust drivers: humanity, transparency, capability, and reliability. By measuring these four drivers, Deloitte can predict buying tendencies and motivations for consumers and employees. Lastly, we talk about marketing effectiveness and how to know if your efforts are working or not.Highlights from this week's "Marketing Today": Ashley has lived and worked in over 40 countries, picking up an appreciation and empathy for cultural differences. 1:19Purpose, human experience, and fusion are the three trends that confused most people. 3:13There has been a drop in confidence across the board in C-Suite executives from consumers during 2020. 4:52Organizations have had to pivot to better serve their customers and that ability largely affects a customer's continued loyalty. 6:40For a long time, trust in companies and the government has been on the decline and has only been exasperated by the pandemic. 8:50Trust is the key to continued loyalty from both consumers and employees. 9:51By measuring these four drivers, Deloitte can predict buying tendencies and motivations to work for consumers and employees. 11:40Deloitte's Global Marketing Trends Report shows a direct link between employee trust and consumer trust. 12:34Recent research suggests that governments and corporations can't be both ethical and competent. 14:20Being aligned around common goals and being driven by a purpose takes companies further than being driven by incentives. 15:38Alan believes that the perfect storm exists when the purpose is aligned with business results. 17:28Bringing in the right talent and preparing employees for C-Level positions is one of the biggest challenges in marketing today. 18:04Marketing isn't finance, but a finance background isn't useless in marketing. 20:44The best way to measure your marketing's effectiveness is to simply turn your marketing off for some time. 22:20Because Ashley believes that we are the sum of all experiences, she can't point to just one experience that has helped shape her. 23:04Ashley has recently joined the board of The Center for Women & Enterprise to help underserved populations through these difficult times. 25:27Trust, or brand promise, both represents the biggest opportunity and threat to marketers today. 26:27 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 240th episode of "Marketing Today," host Alan Hart speaks with Rodney Williams, president and CEO of Belvedere Vodka. With a bevy of experience leading successful marketing campaigns across a plethora of industries, Williams is truly an expert when it comes to closing the gap between a product and its consumers.To start our conversation, Williams discusses his business school experience and the nonprofit sector before he began his journey to become a marketing expert. In school at Northwestern, Williams quickly learned that "you have a strong chance of getting a good grade by joining a group with people that don't think like you." This experience helped him understand a simple fact of life; to truly be successful, you must be open to the perspectives of others.We then dive into Williams's experience working for large companies like Johnson & Johnson and Procter & Gamble. It was his success at these companies that taught him both "the element of brand-building where you're really fundamentally problem-solving" and not only the importance of "really tapping into what was already there." Williams then takes us into his induction into the Wind and Spirits industry, which eventually led him to his current position at Belvedere.To end the conversation, we discuss how "the push for social justice has opened up brands in a big way" and how "the need for brands to take a stand and stand up for values that they believe in has never been more important." Williams touches on how the views of different cultures in the corporate business world have changed since he entered the workforce. "We're not there yet, but we're making progress!"Highlights from this week's "Marketing Today": Before business school, Rodney ran a direct mail business in Chicago that hired disadvantaged employees.1:53Rodney has stayed in-tune with how the business world affects the communities that it is in. 3:03Growing up in Evanston, Illinois, it was a natural fit for Rodney to attend Northwestern's business school. 3:35After business school, Rodney worked for J&J and Procter & Gamble in a pursuit to learn sophisticated marketing. 5:32Figuring out how to get the brand in the right position where it can connect with its customers is like a game to Rodney. 6:20In his time at J&J, Rodney learned the ins and outs of working in an intrapreneurial environment. 6:55Over time, Rodney slowly developed into an enhance-growth guy that has been able to take companies over the top. 8:47J&J required that 25% of each business under its umbrella's revenue had to be from new products in the last three years. 9:15When Rodney arrived at Band-Aid, he was able to take it from stagnant to The New York Times by using Barry Manalo's jingle. 10:22The ability to understand the essence of a brand and what it means to the consumers allows a brand to enhance its imagery. 12:26A former colleague's call about a dot-com opportunity led Rodney to quit his job and head to the West Coast. 13:04Rodney's time working with OnStar eventually led to his entrance into the Wine and Spirits industry. 14:41It was the health benefits of wine that initially drew Rodney to interview with his first wine company. 15:58Robert Mondavi taught Rodney the importance and value of presentation. 17:20Kendall Jackson, the number 1 chardonnay over $10, presented Rodney with an opportunity to launch the biggest product in company history. 18:37 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 239th episode of "Marketing Today," host Alan Hart speaks with Rizwan Merchant, CEO at Media Merchant. Merchant is the first guest from Pakistan and brings over a decade of experience in the Pakistani Media Industry. Today, we talk about the 2016 ANA Transparency Report and how these issues are still present today, four years on.We start our conversation with the exploding media industry in Pakistan, which has gone from less than $100M in advertising expenses to over $550M in just ten years. With that massive growth has come a plethora of problems, not only in Pakistan but also for marketers worldwide. Merchant has seen "exactly what goes on behind the doors." Merchant then takes us through the ANA Transparency Report that came out in 2016, which identified a myriad of problems and fraudulent practices among the agencies that bridge the gap between the media houses and advertisers. The advertisers have forgotten that "agencies are there in the business to make money as well," so their intentions may have nothing to do with the benefit of their client. Advertisers are still losing boatloads of money because of their inability to structure contracts for themselves. Merchant says, "the easiest way to plug that financial outlet is to start paying the media directly instead of going through the agencies."Merchant suggested that the best way to battle this problem is for clients "to upgrade their knowledge when it comes to the media supply chain." Another problem now is that "many agencies have started to own the media that they are pushing to advertisers." It seems if there is money to be made, agencies will find a way. The onus is on marketers to be smarter and more vigilant.Highlights from this week's "Marketing Today": Rizwan currently lives in Pakistan, part of Southeast Asia, and is a growing market with a booming media industry. 1:45The Pakistani media industry has grown from less than $100M in advertising expenses to $550M in the last ten years. 2:30An accountant by education, Rizwan joined Mediacom on the finance side when he returned to Pakistan in 2004. 3:35In 2015, Rizwan started his media audit agency, Media Merchant. 5:10The ANA Transparency Report identified problems with the rebates received by the agencies based on advertiser money. 6:00Principal transactions came up in the ANA Transparency report, showing that agencies were buying inventory through holding companies. 6:50Agencies were found to be selling free inventory they received from the media houses to their marketing clients. 7:15Advertisers were found to be trusting agencies blindly, a failure on the part of the advertisers. 7:47Rizwan identified multiple problems that didn't come out in the ANA report. 8:15Media Buying Houses came into existence by providing the agencies with multiple suggestions that acted as a financial bomb. 9:20The agencies exploited the lack of connection between the advertising clients and the media outlets. 11:50While there are specific rules and regulations in different countries, this is still a problem all over the world. 12:24With media outlets being drained of their finances, their ability to create content is greatly affected. 14:30The relationship between the media and advertising industries the opposite of what it should be right now. 16:00 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 238th episode of "Marketing Today," host Alan Hart speaks with Lana Buchanan, vice president of marketing for Beyond Beer at Anheuser-Busch. Buchanan oversees the marketing for everything that does not fall in the category of beer and, as such, has a massive portfolio full of product categories that require different marketing approaches!We start our conversation with Buchanan's background in the alcohol industry and the horror story that forced her to become an expert cocktail creator. Then Buchanan discusses what it's like working with such an extensive portfolio of products and why she loves it. "With every different category, I get to think differently in terms of the consumer," Buchanan says.At Beyond Beer, all the separate teams have the same goal, "create an innovation that really fits the needs and the wants of the consumer in the different moments." Buchanan then breaks down different marketing techniques that help them connect with consumers on an emotional level, because at the end of the day, "the most powerful brands are the ones that make you feel something."We then discuss how Buchanan's time working on Bon Viv and her experience from traveling Europe after college helped her learn how to pivot with the changes in front of her. Lastly, Buchanan dives into the BLM movement and the importance of changing your marketing strategies with the world's continually shifting landscape. "If you don't evolve with the consumer, you're going to get left behind!"Highlights from this week's "Marketing Today": Lana bought a puppy during the pandemic. 1:33Lana currently handles everything that is not in the category of beer at Anheuser-Busch. 4:30With so many categories, Lana chooses to take a consumer-first approach when handling her extensive portfolio. 5:33Between categories, there are similar marketing frameworks that are used, each having its subtle differences. 6:49Innovation goes beyond just the business opportunities in growing categories, and Lana must find out what factors are driving that growth. 8:28Through small-market tests, each team does their best to see if they can connect to the consumer. 10:38Small tests are still brewed in the full tanks but are strictly tested in very small regions for months at a time. 11:34When it comes to marketing alcohol, connecting with the consumer at an emotional level is an incredibly important goal. 14:00Knowing your target and what they want is one of the most powerful things a marketer can have. 15:42Social Club is one of the projects that Lana is most proud of because it challenged the standards that have been created in its category. 17:14The business dynamics have already changed 4 or 5 times this year alone because of the pandemic. 19:35During her time at Bon Viv, Lana learned how to pivot a marketing plan to connect with what's important at present. 20:20With a safety-first mindset, traditional sampling has been adjusted so that consumers can have the experience. 22:41Don't be afraid to pivot when something doesn't feel right. 23:52After graduation, Lana decided to pass up on multiple job prospects to travel around Europe and get closer to her Russian background. 24:57Lana looks back and wishes she had stopped to celebrate the wins more. 26:34Lana recognizes the importance of the BLM movement and works to implement change in her team. 29:37Too many marketers and agencies are afraid to recognize the change in the world and refuse to evolve. 30:48 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 237th episode of "Marketing Today," host Alan Hart speaks with Heidi Zak, the co-founder and CEO of ThirdLove, the 3rd largest online bra and underwear company in the United States. Zak is passionate about making sure all women feel comfortable in their underwear, no matter their shape or size.Our conversation starts with a glimpse of Zak's past, growing up in a town of just 3,000 people and working at a farmers market. After college, Zak finally found her way to the Big Apple while working in an investment bank's retail division. Zak then talks about the cushy job with Google that pulled her out west, the same cushy job that she decided to leave to start ThirdLove. In a market dominated by men, Zak had a hard time finding investors for her women's bra and underwear company, that is until some men were able to see the "opportunity to do things differently in all aspects."We then dive into the challenges presented by COVID that forced ThirdLove to "cut back on marketing expenses to focus on efficiency." Zak then tackles the issue of creating content when the world is shut down, claiming, "as a marketer, you're constantly in the cycle of content creation, but sometimes you might not maximize the assets that you've already created." Lastly, Zak discusses ThridLove's support of entrepreneurs with its TL Effect program in an attempt to show everyone that "you can support causes through what you show to the world!" Highlights from this week's "Marketing Today": Heidi grew up in a 3,000-person town just outside of Niagara Falls and learned a lot from her time working at a farmers market. 1:41It wasn't until after college that Heidi found her way to the retail group at an investment bank in NYC. 3:01Like most college graduates, Heidi had no idea what she wanted to do after school. 4:09Banking served as an excellent entryway for Heidi to understand basic business skills that she used to build her own company. 4:32Heidi made the switch to the operations side out of a desire to learn more about operating a retail business. 5:12A job at Google brought Heidi out to the West Coast, where she got her first taste of entrepreneurship and the startup industry. 5:50Heidi quit her job at Google to start ThirdLove with her husband after seeing a need in the market. 6:40It was difficult to raise seed money for ThirdLove in a world dominated by men at the time. 7:31When COVID hit, ThirdLove hunkered down and prepared for the worst-case scenario. 8:49The market for bras has changed a little as more and more people have started working from home. 10:24ThirdLove had to cut back the most in the Television marketing sector while becoming more efficient in all other sectors. 11:38In the last month or two, ThirdLove has been able to reinvest in mid to upper-funnel marketing. 12:30Heidi is always testing out new markets to see where the potential lies for innovation. 13:00Creating content became trickier when COVID hit, forcing ThirdLove to do things differently with the same stuff. 14:25Leveraging content from customers and the team has allowed the brand to connect with its audience. 15:32With so many social movements going on in today's society, ThirdLove has put the elements of inclusivity and diversity at the company's forefront. 16:55TL Effect supports a new-business female founder of color by providing mentorship, a monetary grant, and promotion through ThirdLove. 17:55 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 236th episode of "Marketing Today," host Alan Hart speaks with Travis Montaque, the founder and CEO of Holler. This messaging technology company uses AI and content to improve consumer communication online. Holler is on the frontline of the ongoing battle to bring human emotion into the world of technology.The conversation with Montaque begins with his time at Chick-fil-a as a teenager, starting as a cashier and eventually working his way to the role of district manager by the time he was 19-years-old. Montaque was able to make the "fastest transition from Main Street to Wall Street" that I have ever seen, leaving Chick-fil-a to work for a private equity firm at only the age of 20. Montaque then discusses the difficulties of deciding not to accept an offer with Goldman Sachs and instead start Holler and how the pursuit of passion "inspires people around you to invest with whatever they can."We then dive into Montaque's efforts as a successful black entrepreneur to bring diversity into the corporate environment, but "diversity shouldn't be the end goal, changing the current corporate culture should." Holler is working to create a culture that is inclusive and focused on belonging. Finally, Montaque breaks down this idea of "service, not surveillance" and how big-tech needs to change how it interacts with its consumers if there is to be a relationship of trust heading into the future.Highlights from this week's "Marketing Today": Travis went from working at Chick-fil-a as a teenage cashier to a private equity firm in Miami during college. 1:43At an early age, Travis was able to learn valuable lessons through hard work at Chick-fil-a. 4:00Travis had aspirations of working on Wall Street but ultimately felt that he couldn't make the impact that he wanted. 4:28A side data in Big Tech led Travis to leave his job at Goldman Sachs and start Holler. 5:38It was a rough process to explain to his mother the switch to a job that didn't guarantee an income, but it was worth it. 6:58Holler uses AI to make consumer conversations online better by providing content that consumers want. 8:19Any sticker that you have been able to add to a Venmo note has been provided by Holler. 9:41Travis partnered with students in the engineering school to create the prototype, pitched to investors, and hired employees. 10:18Until he had the seed money that he needed, Travis had to use inspiration to bring in the investors he was looking for. 12:40Initially, focusing on expressive emojis wasn't a thing, but evolving from the initial company brought the ability to share feelings. 14:16There has been a rise in categorical messaging, spreading to just about every category you can think of. 16:06Body language makes up so much of home emotions are perceived, which led to the use of emojis in Holler's peer-to-peer communication. 17:12Holler is expanding into different brands and marketing companies, allowing those companies to connect with their consumers. 18:35Share rates have reached up to 21% with some companies, bringing engagement to an all-time high. 21:10Travis has achieved a tremendous amount of entrepreneurial success and also happens to be a black man; unique experiences have been had. 24:18There is an issue of investment pipelines in industries where institutions only get their resources from the same source. 25:45Travis believes that America's entire corporate culture needs to be changed to include diversity at the highest ranks. 28:45 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 235th episode of "Marketing Today," host Alan Hart speaks with Steve Schlesinger, founder and CEO of Schlesinger Group, a market research company. Schlesinger has been a part of the family business for over 35 years, working to take the company to greater heights than it has ever seen!We start our conversation with the history of Schlesinger Group and how Schlesinger's mother's affinity for hard work set the foundation for years to come. Over the last 35 years, Schlesinger Group has experienced multiple chapters of growth. "The goal for us is really to maintain a nimble and agile approach to how we run the business and how we build the business," Schlesinger says regarding that growth. Schlesinger then dives into the recent partnership with the private equity firm Gauge Capital and how that has led to the company doubling in size in just the last 14 months. Schlesinger talks about the best ways to ensure success when growing a business and how it's vitally important to "make sure you have a great team around you."We then talk about Schlesinger's angel and private investments. When I ask what Schlesinger's criteria are when deciding what businesses to invest in, he says, "at the end of the day, I actually look at the people first, then the idea." Schlesinger knows that people, whether they be employees or clients, are a critical component to any business's success!Highlights from this week's "Marketing Today": Steve lives in New York City and had COVID back in March, but he didn't find out until his knee surgery in May. 1:31Taking a year off from grad school at Georgetown, Steve worked in project management for his mother's research company. 2:36Steve's mom was a hard worker and really enjoyed talking to people, but that didn't necessarily make her a natural entrepreneur. 4:13Growing up in the depression helped Steve's mom set the foundation for her company and her family. 5:10In his youth, Steve and his siblings always did what they could to contribute to the business whenever they could. 5:42Over the last 35 years, there have been multiple chapters in the family business that has seen drastic change and growth. 6:47Bringing in Gauge Capital as a private equity partner helps set the business up for its next chapter as more digitally focused. 7:45Finding a private equity partner helped Steve and his partner further craft their strategy moving into the future. 8:29Quantitative and online qualitative sectors saw massive growth after partnering with Gauge. 9:40Massive growth to different markets all over the world has left gaps that present an opportunity to make the process more seamless. 11:15Steve looks at the time horizon in two ways regarding Gauge Capital and the business itself. 12:30To help your business grow significantly, make sure you have the right team around you. 13:26Keep a good handle on the market and what your clients think of you at all times. 13:55Don't let that desire slip away. It's only going to become more challenging as you grow. 14:15The Insight industry's future consists of brands utilizing technology to have a greater understanding of consumer demands. 15:13After acquiring Market Cube, Steve's business has transformed from a user to a developer. 17:30Many industries are trying to leverage tech and create products but have left the critical people component behind. 18:56 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 234th episode of "Marketing Today," host Alan Hart speaks with the CMO of NetApp, James Whitemore. Over the last six years, NetApp has made the switch from a traditional data-storage company to a cloud-based storage company, and Whitemore is here to talk all about it.We start our conversation off with Whitemore's childhood in the U.K. and how an affinity for toying with technology sparked an early interest in the field. Whitemore then outlines his professional journey, starting as a salesman for a mobile phone company in the U.K., which led him to work for big tech in the data storage field in the U.S. Whitemore made the switch to the startup industry and that eventually led him to NetApp. NetApp has been "managing large-scale data storage" for over 30 years in countries all over the world. We then dive into the recent shift into large-scale cloud data storage and how that has affected NetApp's sales and marketing processes.Whitemore's background in sales helped him make the shift, staying true to the guiding question, "what's the selling experience got to look like for that client?" He has found that there is no cookie-cutter process, and the clients must "pick their own journey." Whitemore then touches on how the shift in technology has forced a change in employee demographics, stating that "we had a lot of people who understand how to use the technology...but if you don't have people that really know how to put it to work," then you're stuck. In a world that is navigating chaos, NetApp is trying to "redefine what enterprise-class cloud storage services should look like!"Highlights from this week's "Marketing Today": James grew up in and around technology, knowing that he wanted to work in tech from a young age. 1:02After University in the UK, James began his career selling mobile phones before moving to Colorado to join the storage industry. 1:31James became tired of big tech and made the switch over to helping bring startups off the ground. 2:45NetApp has been managing large-scale data environments for over 30 years for companies all over the world. 3:21Over the last 5 or 6 years, NetApp has switched from storing data in large data centers to storing data in clouds, making data movement much easier. 4:21NetApp has had to reinvent the company to serve both the data center and cloud audiences. 5:56The entire sales process has changed because the demographics of those sold to has changed with the cloud. 7:01Sales cycles have been very predictable for the most part until cloud selling reared its head. 8:26James's background in sales has made the switch over to cloud sales smoother. 10:36NetApp has had to throw away the classic qualification process, essentially allowing clients to choose their own journey. 12:50Marketing organization, funding models, and metrics have had to shift after 20+ years of traditional infrastructure. 13:28Many services that had traditionally been outsourced had to be brought in-house because they are core to what NetApp does. 14:24It's taken over three years for the company's demographics to change following the shift in technology. 16:23The revenue-marketing team is working towards shifting the company mentality from lead generation to revenue generation. 17:37NetApp's ability to help its customers transform their companies has skyrocketed with the shift in technology and people. 18:54New interest and new buyers are coming in at an incredible rate for a 30-year-old company. 20:16 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 233rd episode of "Marketing Today," host Alan Hart interviews Erich Joachimsthaler, founder and CEO of Vivaldi Group. Joachimsthaler's company works to keep its clients ahead of the continually evolving marketing game by remaining innovative at the intersection of purpose and profit.Originally from Germany, Joachimsthaler shares how academia brought him to Kansas of all places, and eventually landed him in New York, where he lives today. He looked at the option of going straight into the workforce after school in Germany but decided that "success in life is to minimize the time between graduation and retirement." We then discuss how the marketing landscape has changed over the last 10 to 20 years. "The value shifts now the demand side where the consumers are," and can no longer be providing better service alone.Joachimsthaler then discusses the concept of his new book, The Interaction Field, and how "when everybody participates in an interaction field...everybody benefits." We found ourselves in agreement that "value is creation" and how the road to success involves many helping hands along the way. Nobody does it alone. Amid a global pandemic, collaboration amongst industry leaders is needed now more than ever!Highlights from this week's "Marketing Today": After graduation, Erich made his way to the US to further his education and experience the world. 1:20Erich chose Kansas because of his desire to expand upon his small amount of English language. 2:00After being a professor for 15-20 years, Erich decided to make his way to New York, thus leaving academics. 2:55Vivaldi Group works towards helping new companies grow through innovation in new directions. 4:06Erich felt there were new ways of creating values for other companies, and that belief led him to write his new book. 5:37Brand marketing recently shifted from the supply side to the demand side, now focusing on the consumers. 6:20Everyone in the world lives in an interaction field through network technology in a specific ecosystem. 7:11Value is no longer created solely on better service but heavily focuses on the demand side in companies such as Uber. 9:00It's no longer about how much money a company pumps into advertising. 10:10Around 2008, people began to realize that technologies that come together tend to mature at the same time. 10:42There are ways to be successful other than creating a platform by finding the right ecosystem, but innovation must remain successful. 12:35Many business models exist today that have proven successful, but these models evolve. 14:30McDonald's has evolved its business model from a pipeline model to a platform model because it can directly interact with consumers on their phones. 16:00Companies can collect data points through customer interaction on their platforms to increase productivity and profit. 18:56Interaction fields create value by sharing collected data with every participant in particular industries. 20:44Leaders today must collaborate to benefit everyone and solve significant industry problems. 22:45Erich found that motivation came from different sources between Germany and his time in the United States. 26:05It's vitally important to put love where your labor is; you will enjoy what you are doing for the rest of your life. 28:00 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 232nd episode of "Marketing Today," host Alan Hart interviews the founder of Planable, Xenia Muntean. Planable allows marketing teams to collaborate, and even more importantly, visualize the content that they are creating before posting it online.Our conversation starts with Muntean's experience growing up in the Republic of Moldova, a post-Soviet country in Eastern Europe. This environment taught Muntean the discipline, resiliency, and work ethic that led her to land on the Forbes 30 Under 30 list, though the journey wasn't always smooth. Muntean says, "it's only a path now looking back, connecting all the dots and looking backward."She then talks about how the problems with collaboration in her first marketing business led her to create Planable out of necessity. The best part about Planable is "the clarity that the tool gives you around your content." Now, marketing teams all over the world use Planable to help "them simplify their content workflows." Muntean then discusses how Planable is "more about the people than it is about the content itself" and removes miscommunication during collaboration. Finally, we discuss the current state of the world and the challenges that have been presented by the global pandemic. Muntean simply states, in the beginning," uncertainty was the biggest challenge."Highlights from this week's "Marketing Today": Xenia was born and raised in the Republic of Moldova, a post-Soviet country in Eastern Europe. 1:27Xenia learned a lot about independence, resilience, and survival from spending her life in such a unique country. 2:08The path from Moldova to Forbes 30-Under-30 list was a long one filled with its unique challenges. 3:00During her second year in university, Xenia started her first social media marketing business. 3:58Collaborating with clients and her team while trying to build incredible content was a very big struggle at first. 4:46Planable was built out of a necessity to collaborate on content with both clients and employees. 5:49In a country that was not her own, pitching to the venture industry in London was made easier by a welcoming community. 6:52Tech Stars was made up of a majority of female CEOs, which made the transition that much more comfortable for Xenia. 7:49Xenia built her business on what she could control and didn't pay attention to any bias towards her as a woman. 8:46Planable is designed for teams to collaborate on content and is used by companies all over the world. 9:10As a workflow system, Planable allows social media teams to visualize and coordinate content before it is ever posted. 10:30Planable takes the guessing out of posting content on social media. 11:30B2B marketing for Planable relies a lot on inbound marketing and just recently started using influencers. 11:44The first season of the People of Marketing Podcast is wrapping up and has proved very difficult but useful as a marketing tool. 13:27Xenia has used her podcast to listen to the journeys and challenges that marketing leaders have faced on their way to the top. 14:20Planable focuses on the people in the marketing teams rather than the content itself. 15:20Though the ongoing pandemic didn't change the product, it did change how Planable had to communicate the product to clients and potential clients. 16:28 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 231st episode of "Marketing Today," host Alan Hart interviews Good Man Brand CMO Nancy Richardson. Richardson has held executive positions at companies like Starbucks and Lululemon, and that experience led her to where she is today.We kick off our conversation talking about Richardson's past, how being born and raised in Hawaii led her to a career that she just wasn't happy with, and how her competitive nature from her soccer-playing days brought her into the marketing field. Holding executive positions for a series of startups and fast-growth companies taught Richardson the value of a dollar. "When you have a company that has a finite amount of money in the bank, you have to be so strategic and work with your partners to keep it alive."Richardson dives into her ventures. She founded Mom and Pop Shop, a company that pools readily available marketing talent to avoid contracting agencies' overhead. Her desire to provide value inspired her to write "Work Freely," a book about loving life and your job at the same time, with the idea "to create something that can help other people." Next, Richardson talks all about working for Russell Wilson's Good Man Brand, where "impact is the strategy; revenue is the result." Good Man Brand creates clothing and shoes "that are made to flex between home, work, and day." Aligned with a plethora of foundations aimed at changing the world for the better, Richardson and Good Man Brand want to show the world that "doing business and doing good are the same thing!"Highlights from this week's "Marketing Today": Nancy's past as a competitive soccer player and strategy-driven mindset led her to practice kickboxing and jiu-jitsu. 1:43Born and raised in Hawaii, Nancy eventually found herself in a banking career that she wanted no part of. 2:22Nancy landed her first marketing role at Starbucks, which led her to become VP at Lululemon. 2:45Learning how to build a company from the ground up led Nancy to join Good Man Brand. 3:20Mom and Pop Shop was built out of necessity to stay agile with readily available marketing talent without the overhead. 5:08Work Freely, Nancy's book, shows people how to love their job and their life simultaneously. 6:00It took Nancy 3 years to write her book, three years filled with self-doubt and vulnerability. 6:54Russel Wilson and his cofounders founded Good Man Brand to create a large-scale positive impact. 7:443% of every sale is donated to the Why Not You Foundation to enable and power today's youth. 8:30Every $100 donated to Friend's of the Children provides mentors for children that need the most help. 9:05The Everyday Hero Project aims to lead, inspire, and live by highlighting everyday heroes nominated in their communities. 9:57Everyday heroes do what they do to make a positive impact, not so much for the recognition. 10:50The goal is to tell a bigger story around being an everyday hero and what that means to those affected. 11:24Good Man Brand takes a unique approach when it comes to prioritizing impact over revenue. 12:29With impact as a strategy and revenue, as a result, Good Man Brand has reached its target of over 300% growth year-over-year. 13:45Doing business and doing good are completely aligned in Good Man Brand, allowing for positive impact and growth. 15:13Having the right team and people have allowed Nancy to grow with the mindset of making her role obsolete. 16:24 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 230th episode of “Marketing Today,” host Alan Hart interviews Michael De Los Santos, founder of Mike D's BBQ. Mike is a part of the entrepreneurs being profiled on the Discovery Channel Show, I Quit.We start our conversation with Mike's background and how he found his way into the world of BBQ. With previous experience in the nonprofit sector and fighting for social justice, Mike believes that “if you have food, you can bring anybody in town to the table to talk while they're eating.” Then, Mike dives into his experience on the Discovery Channel reality show, I Quit, and how it has taught him so much about the benefits of networking and being uncomfortable.Mike approaches his marketing and advertising in two ways; “one, to get sales, and two, to build that brand awareness, so people know who you are.” We talked about Mike's experience as a father when he lost his 6-month old son and how it changed his perspective on life. “Go after all your passions and what makes you happy. Otherwise, you might not get the chance to do that.” Lastly, Mike elaborates on the challenges and opportunities that come with the world's current climate, both from social justice to the pandemic!Highlights from this week's “Marketing Today”: Mike grew up all over the place but made his way to Durham. 1:28Becoming a reality star was never something that Mike wanted to do. 2:14Mike D's BBQ is a line of sauces and dry rubs that emerged on the scene in 2014 and have exploded ever since. 2:47The draw to BBQ came from a love of the North Carolina BBQ that Mike would eat as a kid. 3:28Different regions have their own styles of BBQ, and Mike tries to combine the best of all worlds. 4:41Before getting into the world of BBQ, Mike and his wife were fighting for economic justice. 6:42Getting people together over food is more effective than other methods. 7:54It was a difficult transition from a steady paycheck to the life of an entrepreneur with a family. 8:44Mike and his wife are very used to working together, so running a business together has been a smooth process. 10:05Hispanic and African American roots inspired the unique flavors that one can find at Mike D's BBQ. 11:23Brisket is Mike's favorite meat to work with, even though it is usually a Texas thing. 12:24Working with the show has given Mike the ability to be comfortable with being uncomfortable. 13:20What it was like working with three very outgoing and successful people as an introvert. 14:55Now more than ever, businesses have to learn how to pivot when things aren't working. 16:13After making his first sale and winning an award, Mike knew that he was onto something and had a business. 17:45Having an already-established online business helped Mike D's pivot with the global pandemic. 18:48Advertising/marketing to grow sales vs. advertising/marketing to increase brand recognition. 20:23Social media ads and brand-awareness sponsorships are working very well right now. 21:02Working with NASCAR isn't as difficult when working with the family-owned teams. 22:25Living in a military family and moving around all the time prepared Mike to pivot and market himself. 24:41Losing his son at only 6-months old changed Mike's perspective on life. 25:34Mike's book, My Heart Warrior, chronicled the experience of losing a child through the father's eyes. 27:04 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 229th episode of "Marketing Today," host Alan Hart interviews Tony Wells, Chief Brand Officer at USAA.We begin with an inside look into Wells's basketball days playing alongside David Robinson during The Naval Academy's magical Elite Eight Run. Wells then dives into his unique transition into the corporate world from his military service. "I love this idea of engaging with consumers or members," Wells says regarding his attraction towards the marketing function. After a handful of positions at various top companies, Wells found his home at USAA. "One of the challenges in marketing...is you want to talk to everybody. We've been able to narrow this thing down to those who have served."We then discuss how and why USAA has brought the function of Diversity & Inclusion under the organization that Wells runs. Wells describes how important it is to the company's future branding because "the pie can get bigger and deeper for everybody when we all seek to win and live and succeed together." Wells believes that if you can put your ego aside and know your role, you can help your team achieve something greater than individual success!Highlights from this week's "Marketing Today": Tony had the opportunity to play in the NCAA Tournament alongside NBA HOF David Robinson. 1:32Committing to The Naval Academy was inspired by a plethora of factors. 2:55You have the option of going to The Marine Corps out of The Naval Academy, and that's exactly what Tony did. 3:54Making a transition from a career in military service to the corporate sector 4:42USAA is a brand with a purpose, which made Tony feel at home when he started there. 6:02Tony's success can be partly attributed to his ability to speak the same language as those in his company. 8:20A promotion to Chief Brand Officer has changed Tony's role in the company, though the storytelling has stayed the same. 9:39USAA was formed almost 100 years ago by 25 officers and has experienced a plethora of changes along the way. 10:50Tracking a wide range of metrics has allowed USAA to stay connected with its members at a personal level. 12:27Customer satisfaction is based on so much more than the numbers. 13:26Due to being a member-driven company, USAA has given back massive dividends to its members during the pandemic. 14:25COVID has forced all companies to change their marketing techniques, and USAA decided to focus on the things that mattered. 15:53Remote production has been a challenge but has allowed USAA to learn about its capabilities. 17:51Diversity & Inclusion has been brought into the marketing side of the company, which is unusual in large corporations. 19:15It only makes sense that D&I be included in the branding and marketing of a company. 21:40Tony's bad and good experiences as a black male have helped fortify his diverse mindset in the boardroom. 23:57People want to be their authentic selves at the workplace, and Tony is trying to promote that. 26:22Uncomfortable conversations need to be had so that everyone has an opportunity to be successful and included. 29:08Technology has caused the marketing and branding space to undergo a dramatic change. 31:39Tony's experience playing basketball taught him the importance of playing for the name on the front of the jersey, not on the back. 34:00If Tony could go back, he would take more risks on his way up. 35:20 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 228th episode of "Marketing Today," host Alan Hart interviews Carrie Seifer, the GM of GlobalWebIndex in North America. The company is a market research SaaS company founded by Tom Smith in 2009 that provides audience insight to publishers, media agencies, and marketers around the world.We start the conversation about how Seifer 's mindset has shifted throughout her career, going from focusing on the present to centered around where she wanted to go. Seifer then dives into the plethora of complex factors that go into purchasing decisions for Americans in today's world.There is mistrust across the board in America right now. In fact, "only a third of Americans trust what the government tells them." Seifer and GWI recognize this mistrust and are working to change the fact that "only 9% of Americans feel like they are represented in the advertisement industry." GWI believes that consumer interests, rather than demographics, should be the focus of all businesses. Seifer claims that "we're not seeing shifts in behavior, just more and more of it," and gives some insight into where that behavior is headed in a post-COVID world!Highlights from this week's "Marketing Today": Carrie was interested in what was new and exciting early in her career. 1:50Think about where you want to go to avoid moving backward. 2:33GWI helps companies all over the world tap into consumer perspectives. 3:35The motivations that were behind the American-consumer focus. 5:04Purchasing decisions are made based on a plethora of complex factors. 6:05Habits that consumers are trending towards right now. 7:00Boomers and older consumers have begun to embrace new technology. 8:22There is a mistrust of advertisements because consumers don't feel that they are represented. 10:30People are tired of hearing fake news on social media and want it policed. 11:30There is an opportunity to build trust with consumers, given the state of distrust right now. 12:55People seem to be lumped together by generation or other characteristics when, in fact, people are very complex. 14:27Common interests, instead of demographics, should be what advertisers consider when making assumptions. 15:58Media companies are beginning to question their audience's areas of interest. 18:24This consumer data can be used by all leaders to motivate their teams better. 19:50Safety is on the mind of everyone right now, which has slowed the mistrust of technology. 21:19Everything that happens on a screen can be measured, which makes for smoother adaptation. 24:00Carrie's experience door-to-door experience taught her all about the great mix of data and storytelling. 25:36Babbling shows guilt, and if you feel it, you need to learn to be more concise. 28:00How the Roomba has helped Carrie appreciate the option of outsourcing to technology. 28:56Digital concerts are being performed inside of video games, and it's incredibly innovative. 30:57Big brands are working towards making technology an equalizer for as many people as possible. 33:00The lack of trust across the board may seem like a threat, but it is an amazing opportunity to come out of COVID with more sales. 33:47 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 227th episode of "Marketing Today," host Alan Hart interviews Andy Zimmerman, president of Frog, a company that assists leading businesses in designing, engineering, and bringing meaningful products to market.Zimmerman began his career as a writer traveling with the circus around Europe. "Life is just a circus," he says whenever someone asks him about his past. He likes to think of himself as a storyteller, inspiring clients to try new things and put themselves out there. Zimmerman believes it's essential to "make functional designs but also designs that touch people at an emotional level." We talk about how Frog has spearheaded HBO Max's creation, pushing to create a social platform that is "a combination of Spotify and Netflix." He then talks about how the experience industry has begun to blend and where that takes the industry in a future that includes COVID. "To be a leader, you need to show your vulnerability so that other people feel comfortable to show theirs," and Zimmerman tries to keep that in mind as he leads Frog into a new world!Highlights from this week's "Marketing Today": Andy traveled with the circus as an aspiring writer and novelist. 1:28Having such a wide array of experiences has given Andy unique opportunities. 4:02Andy has always fallen into the next new thing. 4:59The fascinating 50-year history of Frog. 6:28How the founder of Frog came to design for Steve Jobs and Apple. 8:15Frog has been able to have a massive impact on the world while staying relatively small. 9:45Creating HBO max and all the challenges that came with it. 10:15HBO Max has added a social element to movie platforms. 11:20Aligning with Tuesday Capital has been a mutually beneficial relationship. 12:45Frog has been successful at separating themselves from their competition. 15:38Service providers have begun to blend for multiple reasons. 17:53Design touchpoints are beginning to blur. 20:10COVID has led a massive push to digital and ARVR. 21:20Definitions of on-site and off-site are beginning to change. 22:55Andy had an experience that led to his spiritual awakening. 24:12A casual conversation sparked Andy's search for spiritual insight. 25:30How religion as a child can shape your beliefs later in life. 27:15Don't ever lose who you are as you grow older. 28:50Spotify has been the most impactful purchase for Andy this year. 29:45Companies that are working to decrease the carbon footprint deserve credit. 31:23Bellwether brings an eco-efficient solution to coffee-making that helps 3rd-world farmers. 32:50The trend of digital dominance is threatening the world of digital marketers. 34:07Discovery challenges that await the retail industry in the future. 36:59 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 226th episode of “Marketing Today,” host Alan Hart interviews Ben Proudfoot, founder of Breakwater Studios.In today's episode, Proudfoot talks all about how brand films can thrive and closing the gap between the brands and the filmmakers. We also discuss how he has been able to produce a multitude of films during the COVID-19 pandemic.Proudfoot's career as an entrepreneur and filmmaking began after his success as a junior magician in Canada, becoming an international champion at a very young age. We discuss how that success led him to the University of Southern California. Proudfoot shares how his films bring “sometimes ordinary, sometimes extraordinary people's stories to life.”Proudfoot then discusses how today's younger generations won't trust brands who are not clear about who they are or solely focused on making money. We discuss how the recent deaths of his father and other people in his life have taught him that “our life is so fragile and so short and could be over at any moment...and it's intensely motivating to me.” This discussion teaches many lessons on brand-filmmaking today. Highlights from this week's “Marketing Today”: Becoming a championship magician as a teen. 1:37Magic became a career in filmmaking. 3:58Changing his mind from a career in magic to one in film. 5:25A short viral documentary launched Ben's career. 7:08Establishing a relationship with The New York Times. 8:38There are a plethora of layers to all of Ben's stories. 11:30Sometimes there is no more elegant way to tell a story. 12:50Ben can be compared to the anti-Ken Burns. 13:48Why Ben chose to do branded films. 15:30It is incredibly difficult to make content that serves the brand. 17:57How marketers can work directly with filmmakers. 19:10The problem is that marketing and advertising get all the money. 22:00Bridging the long-term and short-term schools of marketing. 23:20Staying neutral will cause your audience to distrust you. 24:45Young people don't trust companies that exist to make money. 26:10Clarity in brand identity leads to success and options. 28:00The pandemic has led to innovation in the film industry. 29:20A series of death-related experiences have shaped Ben's driven mindset. 32:15Advice that Ben would give to his younger self. 34:30An impactful purchase that has cost under $100. 35:53Brands and causes that people should be taking note of. 37:05The biggest opportunity in today's industry. 38:59The biggest threat to filmmakers/brands right now. 39:52 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 225th episode of "Marketing Today," host Alan Hart interviews Bill Tine, the vice president of marketing at King Arthur Baking Company.On the show today, we talk about Tine's refresh of King Arthur Baking's brand, including the process and research that went into the refresh. We also discuss the impact of the current months on his business and the explosive growth that they've had.We start this episode by talking about some of Tine's favorite recipes. We then dive into our discussion about King Arthur's rebrand, which emphasizes their identity as a baking company. Tine shares insights from the rebranding process, including what they learned from consumer research and the value of their core team. Then we learn about how King Arthur has experienced significant growth during the pandemic. Reflecting on this moment, Tine says, "Baking has become at times a new national pastime." He shares how the company keeps its audience engaged. He says, "It's really the core of our approach that we want to help and inspire." He talks about the importance of building your audience so that you can reach out directly to your consumer. This discussion highlights how a company with a long history can rebrand effectively. Highlights from this week's "Marketing Today": Bill's favorite recipe. 01:24Bill's path to King Arthur. 02:13King Arthur's name change and a new identity. 04:09Rebranding while staying true to a long heritage. 05:30The rebranding process and insights along the way. 07:05The consumer research that went into the rebrand. 08:41Insights from consumer research. 09:50The effect of stay-at-home orders on their business. 12:41Ways they had to adapt to react to shifts and demands. 15:09Engaging with customers on their baker's helpline and beyond. 17:21Focusing on driving category growth. 20:28Advice for marketers who want to engage customers during this challenging time. 22:11Bill reflects on an impactful experience. 23:28Bill reflects on advice he would give to his younger self. 26:45Bill shares about an impactful purchase he made in the last 6-12 months. 27:59Are there any brands, companies, or causes that Bill follows that he thinks other people should take notice of? 29:21Bill's take on the top opportunity and threat facing marketers today. 31:45 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.

During this 224th episode of “Marketing Today,” host Alan Hart interviews Chandar Pattabhiram, the chief marketing officer at Coupa Software.On the show today, we talk about the shift Pattabhiram is making in his marketing across strategy and programs. He defines 4 Ps around positioning, posture, programs, and people. We dive into each of those components. We also talk about C-suite leadership and how CMOs should be thinking about the role.Pattabhiram begins by introducing us to Coupa Software, which is a platform to manage business spend. We then talk about Pattabhiram's approach to marketing in the current climate; he says, "if you can operate in that mix of thoughtfulness and hustle, then you can respond to these situations that are in front of us." Then Pattabhiram shares his 4 Ps and talks about creating an advocacy flip, where they're showcasing their customers' resilience. He says, "You can only showcase your brand by showcasing your community." Then we discuss how to be an effective C-suite leader. Pattabhiram tells us about Coupa's inverted org chart and the importance of supporting employees. This discussion provides a new take on how CMOs can pivot thoughtfully in uncertain times.Highlights from this week's “Marketing Today”: Chandar's path to becoming CMO at Coupa. 01:45All about Coupa Software. 03:25Chandar's approach to adapting marketing in 2020. 05:35Chandar's thoughts on posture. 07:22The people component of the 4 Ps. 09:36The results of these big pivots so far. 11:46How to be an effective C-suite leader. 13:02Key CMO functions and core responsibilities. 17:05Metrics CMOs should be focusing on. 19:01Chandar shares a defining experience. 21:21Chandar reflects on advice he would give to his younger self. 22:40Chandar shares about an impactful purchase he made in the last 6-12 months. 24:02Are there any brands, companies, or causes that Chandar follows that he thinks other people should take notice of? 26:38Chandar's take on the top opportunity and threat facing marketers today. 28:53 Resources Mentioned:Coupa SoftwareChandar PattabhiramSpendsetters: The Road to ResilienceCTFO – chill the “f” outAdvice: Build a Personal Board of DirectorsNike – You Can't Stop Us Megan RapinoeLeukemia & Lymphoma SocietyUpgraded RouterBluetooth TV adapter to listen privately with two sets of headphones 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.

During this 223rd episode of “Marketing Today,” host Alan Hart interviews Norm Chait, the Head of Out-of-Home Service at Ubimo.On the program today, we modernize my definition of out-of-home based on what Ubimo is doing with its location-based intelligence offering and bringing audience understanding, location, and traffic monitoring to an old medium. The updated view Chait shares on what out-of-home should look like today can expand what's possible for marketers.Chait begins by talking about what attracted him to the out-of-home space and how Ubimo uses location intelligence to understand what people do throughout their day. We then discuss how technology has dramatically changed the out-of-home space by helping marketers understand where a particular audience is originating from and where they're going. Chait says, "it all basically starts and ends with audiences and understanding what these folks are doing and how do we tie them back to a physical location." Then we talk about how marketers can leverage these data points in the out-of-home space and how privacy is handled. He says, "every signal we see, every segment that's built, is based on opt-in data, and it's all based on location services." We then talk about how Ubimo has approached data during COVID and how the current environment presents marketers opportunities to connect with shoppers when they're thinking about shopping.Highlights from this week's “Marketing Today”: What attracted Norm to out-of-home. 01:09Learn about Ubimo. 02:49How Quotient fits into the mix. 04:26Bringing measurement to behavior that would otherwise be a void. 05:49How marketers can work with Ubimo. 07:38The digital out-of-home DSP. 08:56Different elements of the data that can be leveraged to understand the traffic of out-of-home placement. 10:50How privacy is handled in this environment. 13:14COVID dashboards. 14:29How marketers should be thinking about marketing differently during this time. 19:40Norm shares a defining experience. 21:52Norm reflects on advice he would give to his younger self. 23:29Norm shares about an impactful purchase he made in the last 6-12 months. 24:27Are there any brands, companies, or causes that Norm follows that he thinks other people should notice? 25:58Norm's take on the top opportunity and threat facing marketers today. 27:59 Resources Mentioned:UbimoNorm ChaitInteractive COVID OOH dashboard 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.

During this 222nd episode of “Marketing Today,” host Alan Hart interviews Scott Finlow, the chief marketing officer of PepsiCo's foodservice business.On the show today, we talk about PepsiCo's push into sustainability, specifically the Beyond the Bottle initiative. We also talk about PepsiCo and their foodservice division's beta testing of SodaStream Professional and many other topics. Finlow begins by talking about his long career with PepsiCo and the always energizing environment there. We then talk about PepsiCo's impressive sustainability initiatives. Finlow says, "we have a vision of a world where plastic will never become waste." Then we talk about SodaStream as part of the PepsiCo portfolio as well as SodaStream Professional. He says, "we did a ton of work to understand the different ways that people are now drinking water." The insights gained from this research led PepsiCo to see the connection between water consumption and big goals consumers have. Finlow tells us about the significant work PepsiCo is doing to serve communities during COVID-19, and he notes, "it's helped elevate our empathy muscle in terms of understanding people." This discussion highlights the way a mission-driven organization can make a real impact. Highlights from this week's “Marketing Today”: Scott's 21-year career at PepsiCo. 01:23Other significant positions in Scott's career. 02:49Explaining the foodservice side of the business. 06:41PepsiCo's sustainability initiatives. 09:25SodaStream Professional's place in PepsiCo's portfolio. 13:03The SodaStream Professional experience. 14:52Insights that helped launch the SodaStream Professional platform. 16:06Beta testing for SodaStream Professional. 18:32The impact of COVID-19 at PepsiCo. 20:23Partnering with Guy Fieri and Bill Murray. 25:58Scott shares a defining experience. 28:02Scott reflects on advice he would give to his younger self. 29:48Scott shares about an impactful purchase he made in the last 6-12 months. 32:41Are there any brands, companies, or causes that Scott follows that he thinks other people should take notice of? 34:45Scott's take on the top opportunity and threat facing marketers today. 37:34  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.

During this 221st episode of “Marketing Today,” host Alan Hart interviews Burke Morley, the vice president of brand and executive creative director of Purple.On the show today, we talk a lot about content and how content has been vital to Purple's growth. We also discuss Purple's focus on differentiation and innovation in the DTC mattress space, including their “SHIF” (show how it feels) approach.Morley talks about what sets Purple apart from their competitors in the same space. He says, “we're interested in creating a better sleep experience and a better mattress and not just a better purchasing experience." This focus on innovation connects to Purple's content strategy, which is about owning tactility. Trying to create a visceral sensory experience, Morley says, “we want to show how it feels instead of talking about what it is." We discuss how Purple has weathered the COVID-19 pandemic phenomenally by shifting their strategy and the sales flow from wholesale to DTC. We also discuss Purple's future, and Morley reminds us that, "reach can be bought, but attention has to be earned." This discussion highlights a sensorial approach to marketing and how that strategy can help evolve a growing brand. Highlights from this week's “Marketing Today”: Burke's experience working in many locales. 01:30His journey to Purple. 02:08The nature of the work he did at iconic brands such as Nike and Sonic. 03:02How Purple differentiates itself in the DTC mattress space. 05:24How Purple is thinking about content. 07:06Taking the brand to the next level and evolving the brand strategy. 11:32The impact of the COVID-19 pandemic. 13:23Purple's future. 20:00Burke shares a defining experience. 24:01Burke reflects on advice he would give to his younger self. 27:44Burke shares about an impactful purchase he made in the last 6-12 months. 30:48Are there any brands, companies, or causes that Burke follows that he thinks other people should take notice of? 32:03Burke's take on the top opportunity and threat facing marketers today. 34:36 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.

 During this 220th episode of “Marketing Today,” host Alan Hart interviews Andrew Hally, the chief marketing officer at Bynder.On the show today, we talk about personalization and whether it's the right move for marketers at this time, whether investing in personalization technology is the right thing to be doing, and what consumers really care about. Hally provides lots of valuable advice to other marketers and CMOs.Hally talks about how we need to bring more balance to the trend of marketing personalization. He predicts that in a few years, “Marketing attention may be beginning to return to our roots in creative and storytelling and the more emotive side of the game.” We discuss the limits and disadvantages of personalization and the potential drawbacks of investing in more personalization capabilities. We come back to the importance of empathizing with your customer and building a long-term relationship. Hally says, “At the end of the day, brands win because of the stories they tell and the way consumers identify with them," and "Even in this digital day and age, the story probably matters more than anything." This discussion is about finding balance in our marketing strategies and weighing technological tools with traditional creative approaches. Highlights from this week's “Marketing Today”: How a Georgia boy ended up in Boston. 01:14Andrew's path to Bynder. 02:20All about Bynder. 03:08The trend to deliver more personalization. 03:50Disadvantages of personalized marketing. 05:15Investing in personalization capabilities. 08:05How Andrew thinks about the impact of personalization on consumers. 09:39Advice for marketers on rebalancing. 12:32The role of technology in supporting creative. 14:48Advice for other CMOs. 17:12Andrew shares a defining experience. 18:45Andrew reflects on advice he would give to his younger self. 20:20Andrew shares about an impactful purchase he made in the last 6-12 months. 21:54Are there any brands, companies, or causes that Andrew follows that he thinks other people should take notice of? 23:25Andrew's take on the top threat facing marketers today. 25:47 Resources Mentioned:BynderAndrew HallyGDPRCCPAGoogle Restricts CookiesNielsen on the percent of effectiveness driven by creativeGartner 80% of marketers will abandon personalization by 2025 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.

During this 219th episode of “Marketing Today,” host Alan Hart interviews Marc de Swaan Arons, founder of the Institute for Real Growth.Today we talk about what the Institute for Real Growth focuses on and what it hopes to achieve for all stakeholders. We discuss how the Institute for Real Growth is helping marketers and CEOs realize that growth potential.De Swaan Arons begins by describing the journey to founding the Institute for Real Growth, which involved thousands of interviews with brand heads and an initiative to understand the role of marketers in organizations that outperform others in long-term growth. They created an independent organization to meet the needs of CMOs without selling anything. As de Swaan Arons describes it: “We connect those CMOs and other senior growth leaders to benchmarking, research, best practices, experts, but most importantly, other practitioners around the themes of real growth.”We discuss the importance of driving growth for all stakeholders and shifting away from shareholder primacy. De Swaan Arons says, “The new reality is going to have to be a far more balanced equation of value creation, yes, for shareholders, but also for our colleagues and our communities and our customers." He reminds us that businesses were initially created for communities. Our conversation is about the importance of growth for everyone involved. Highlights from this week's “Marketing Today”: What attracted Marc to Woodstock, NY. 01:29How Marc became interested in marketing. 03:00The events that led to the founding of The Institute for Real Growth. 05:41The Institute for Real Growth's mission. 14:26The Institute's progress after one year. 15:06Their pivot from in-person meetings to an online program when COVID hit. 17:04The Humanizing Growth webcast series. 19:06Conclusions from the Initiative for Real Growth. 21:13Businesses were initially created for communities. 23:40The Institute's focus on CMOs. 26:21How CMOs can get engaged with the Institute for Real Growth. 29:35The Institute's end goal. 32:04Marc shares a defining experience. 35:20Marc shares about an impactful purchase he made in the last 6-12 months. 37:32Are there any brands, companies, or causes that Marc follows that he thinksother people should take notice of? 38:20Marc's take on the top threat facing marketers today. 40:49 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.

During this 218th episode of “Marketing Today,” host Alan Hart interviews Tim Greulich, managing director at Deloitte and the operational customer experience practice leader.On the show today, we talk about the latest report from Deloitte Digital called "Creating Human Connection at Enterprise Scale." We discuss why creating a human connection is essential in today's service economy, how companies should be thinking about it, and why it's so hard.In our discussion of "Creating Human Connection at Enterprise Scale," Greulich begins by discussing the big questions that inspired the report. He provides advice for companies that want to be more human. Greulich says, "I think it's a recognition that people are complex." We can design for this complexity and embrace it. The report found that when companies create strong relationships with their customers, they become more forgiving and price-insensitive over time. Relating to your customer can make you more competitive, and may even provide you with more data. Greulich says, "If used the right way, relating opens up a whole new set of information for your company." We also discuss how this approach impacts your business results and the challenges of building relationships with customers. Highlights from this week's “Marketing Today”: Tim's path to Deloitte. 01:11The impetus behind Deloitte's latest report. 04:11How companies can be more human. 05:39The emotional component to Deloitte's findings. 07:56Designing flaws to create “wow” moments. 11:09Is designing a great product or service enough? 11:32How relationships affect business results. 13:53Challenges in building relationships with customers. 15:10Turning digital breadcrumb trails into something that comes off as more human. 17:57Tim shares a defining experience. 22:00Tim reflects on advice he would give to his younger self. 23:02Tim shares about an impactful purchase he made in the last 6-12 months. 24:17Are there any brands, companies, or causes that Tim follows that he thinksother people should take notice of? 25:47Tim's take on the top opportunity and threat facing marketers today. 27:54 Resources Mentioned:Deloitte and Deloitte DigitalCreating Human Connection at Enterprise ScaleGrand Canyon National Park#VandyBoys – Baseball TeamTim Greulich  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.

During this 217th episode of “Marketing Today,” host Alan Hart interviews Ziad Ahmed and Shaina Zafar, executives at JUV Consulting.On the show today, we talk about how these young entrepreneurs began their already remarkable careers and JUV's first big break. We talk about JUV's purpose-driven mission and its unique workforce of Gen Z consultants.Ahmed and Zafar share how JUV has innovated and grown beyond their expectations. They emphasize their focus on big purpose-driven ideas. Zafar says, "As a purpose-driven company, we always think about people and purpose first." They explain their services and provide the example of fourteen-year-olds consulting with Fortune 500 companies on campaigns that are fundamentally disruptive. They emphasize that JUV is not business as usual, and they do not believe their clients are always right. Ahmed speaks with passion when he says, "I would rather lose every client that we have by speaking truth to power than ever gain a single client by being something that we're not." As they discuss the significant events of 2020, they speak with hope about the future. Ahmed says, "We exist to empower young people. That was always true, and we've always shown up for that." We have an exciting conversation that highlights young entrepreneurs that are genuinely making a unique impact. Highlights from this week's “Marketing Today”: How JUV began. 02:27Concerns and worries JUV faced in the first couple of years. 04:13JUV's first big break. 06:32JUV's services. 08:11Shaina's daily life. 09:49How they get started with clients. 12:11JUV's unique market positioning. 15:19The impact of 2020 on JUV. 18:54How JUV differentiates itself. 25:34Shaina and Ziad reflect on their purpose. 30:28JUV's long-term goals. 35:19Shaina shares a defining experience. 37:36Ziad shares a defining experience. 40:22Shaina reflects on advice she would give to her younger self. 43:00Ziad reflects on advice he would give to his younger self. 44:56Ziad shares about an impactful purchase he made in the last 6-12 months. 46:41Shaina shares about an impactful purchase she made in the last 6-12 months. 47:22JUV's take on the top opportunity and threat facing marketers today. 49:41 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.

During this 216th episode of “Marketing Today,” host Alan Hart interviews Lisa Roberts, the chief marketing officer at Yonder, an AI SaaS company. Today, we talk about Roberts' long history in Texas and then move into how her work at Yonder applies to recent waves of communication about coronavirus and the protests for racial equality and social justice. We talk about the implications these waves have for brands and marketers and what Roberts thinks we need to be watching.Roberts shares how Yonder helps brands understand their market by looking at the activity of highly aligned online groups. She says, “If you can understand how ideas originate and take hold online, you can understand the groups and motivation behind those ideas." We talk about how marketers can break down complex conversations to understand where individual narratives emerge and spread. Roberts discusses the reality of what brands will need to go through as they decide how to respond to current events. She reminds us, “There is no playbook for what we're going through right now.” She shares the advice she's giving to brands as they navigate this new territory. This discussion underscores the importance of knowing which conversations to pay attention to today. Highlights from this week's “Marketing Today”: Lisa's long history living in Texas. 01:44Yonder's mission. 04:02How Yolo got into understanding factions. 06:04How marketers can think about breaking down complex conversations. 08:21High emotions are impacting the spread of information. 12:47The Costco face mask policy. 13:54How narratives around protests for racial equality and social justice have been shaped online. 18:49Brands need to be thinking about their actions as much as their words. 23:04The advice Yonder is giving brands about how to understand factions. 24:47Backlash in the NFL over executive actions. 29:47Is there an experience in her past that defines who she is today? 30:52What is the advice Lisa would give to her younger self? 33:25The most impactful purchase she has made in the last 6-12 months of $100 or less. 35:06Are there any brands, companies, or causes that Lisa follows that she thinks other people should take notice of? 37:01Lisa's take on the top opportunity and threat facing marketers today. 39:52 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.

During this 215th episode of “Marketing Today,” host Alan Hart interviews Carla Piñeyro Sublett, chief marketing officer at NI.On the show today, we talk about Piñeyro Sublett's background. She started at Dell, then became the CMO at Rack Space. We also talk about the year she took off to find ubuntu. Our conversation covers renewal within ourselves and how to bring our work and personal lives together.Piñeyro Sublett's begins by talking about her year of finding ubuntu when she took a year off from work and focused on reconnecting with the things and people that mattered most to her. She reflects, “I had to figure out who I was without work." We talk about Piñeyro Sublett's career journey and her long tenure at Dell. Then we dive into her current role at NI and its relaunch, which focuses on the impact of the engineer. She says, "We are setting out to elevate the role of the engineer in society and tell their stories." Piñeyro Sublett reflects on how her year off made her more of a heart-led leader. She shares about her approach to organizational change, her passion for bringing more diversity to her industry, and NI's social impact investing. Piñeyro Sublett reminds us that "work and the work that we do is one of our greatest platforms to do good." This an inspiring conversation about valuing connection and leading with a bold vision.Highlights from this week's “Marketing Today”: Carla's year of finding ubuntu. 01:29Carla's blog about her year traveling the world with her family. 02:56How the year off changed Carla. 03:46How Carla's career journey prepared her to be a CMO. 05:16Dell's culture when Carla worked there. 06:34Carla's role as the first CMO at NI. 07:53The relaunch and rebrand of NI. 08:46What NI does. 10:34The changes Carla is making to the marketing organization. 11:19Carla reflects on her roots in sales. 12:53How Carla's year off led to her focus on connection. 14:02Carla's approach to getting everyone on board with organizational change. 15:01Carla's passion for bringing more diversity to her industry. 15:57NI's social impact investing in the local community. 18:35The Henry Crown Fellowship at the Aspen Institute. 20:11Is there an experience in her past that defines who she is today? 21:12Carla's go-to drink. 22:12What is the advice Carla would give to her younger self? 22:30The most impactful purchase she has made in the last 6-12 months of $100 or less. 22:56Are there any brands, companies, or causes that Carla follows that she thinks other people should take notice of? 23:28Carla's take on the top opportunity and threat facing marketers today. 25:38 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.

During this 214th episode of “Marketing Today,” host Alan Hart interviews Zach Peikon, who specializes in senior-level executive search for chief marketing officers, chief growth officers, and other sales and digital leaders at Korn Ferry.Today, we talk about demystifying the executive search function, the types of characteristics they're looking for in the next generation of CMOs, and the differences required to make the transition from chief marketing officer to GM or CEO.Peikon shares how he became involved in the world of executive search; then, he provides insights into what CMOs are most concerned about right now and discusses the volatile position CMOs have in the C-Suite. Peikon says, “Digital transformation was critical before and is of even more importance now." We talk about the characteristics of a best-in-class CMO. He says, “Best-in-class CMOs understand how to manage ambiguity, engage and inspire others, develop a strategic vision, and drive results. They're adaptable, confident, and curious. And they're resilient in the face of obstacles and they can work collaboratively across an organization.” Peikon demystifies the executive search process, and we learn how CMOs can position themselves for GM and CEO roles. This discussion offers a valuable perspective on how to differentiate yourself as a marketing leader. Highlights from this week's “Marketing Today”: Zach's path to executive search. 01:33How CMOs perceive the challenges and opportunities ahead. 04:22How the CMO role is evolving in light of COVID. 06:54Defining a best-in-class CMO. 09:24What CEOs today want from their CMOs. 11:59Demystifying the executive search process. 15:06Zach's advice for marketers wanting to move into GM and CEO roles. 17:45Zach's thoughts on bringing representatives from marketing into the board room. 20:36Is there an experience in his past that defines who he is today? 22:58What is the advice Zach would give to his younger self? 25:31The most impactful purchase he has made in the last 6-12 months of $100 or less. 27:16Are there any brands, companies, or causes that Zach follows that he thinks other people should take notice of? 28:25Zach's take on the top opportunity and threat facing marketers today. 30:24Resources Mentioned:Korn Ferryresearch from DeloitteAllbirdsMack WeldonNike – Never Too Far DownHeadspaceLinkedIn Learning 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.

During this 213th episode of “Marketing Today,” host Alan Hart interviews Dan Lowden, the Chief Marketing Officer at White Ops.On the show today, we talk about marketing and cybersecurity. We get into fraud and fraud detection, including two significant cases where White Ops was one of the leaders in identifying fraud. You're going to learn a lot about fraud and why marketers should care about it.Lowden explains some of the complex problems White Ops addresses that marketers need to be thinking about today. He says, "The goal here is to ensure brands from a marketing integrity perspective, from an advertising integrity perspective, are engaging with real humans." We talk about the types of threats White Ops sees right now and how this bad data can affect marketing teams. Lowden says, "Every company in the world right now is being attacked." He encourages us to stand up to these threats. Then he tells two stories about how WhiteOps helped to identify fraud. He emphasizes, “We don't underestimate how smart these bad actors are." Throughout this episode, Lowden makes a case for why stopping fraud is a massive opportunity for marketers.Highlights from this week's “Marketing Today”: Dan's path from being a chef to becoming a marketing CMO. 01:33What led Dan into the cybersecurity space. 03:15The sophisticated problems White Ops addresses. 04:51The growing demand for fraud prevention. 06:43Using a tag on your sites to track bots. 14:35The story of a group of bad actors WhiteOps helped detect. 16:06The economics of cybercrime. 20:04The Ice Bucket CTV fraud. 20:57Recent investments in White Ops. 25:58Marketing White Ops. 27:56Is there an experience in his past that defines who he is today? 30:40What is the advice Dan would give to his younger self? 32:34The most impactful purchase he has made in the last 6-12 months of $100 or less. 34:40Are there any brands, companies, or causes that Dan follows that he thinks other people should take notice of? 35:41Dan's take on the top opportunity and threat facing marketers today. 37:59 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.

During this 212th episode of “Marketing Today,” host Alan Hart interviews Bob Hoffman, returning guest and author of the new book, Advertising for Skeptics.On the show today, we talk about the main ideas that inspired Hoffman to write Advertising for Skeptics and the delusions he believes the marketing and advertising industries are under. We laugh a lot, and maybe we'll inspire you to get a cocktail after you're done listening.Hoffman tells us how Advertising for Skeptics came out of his musings on the industry. Hoffman says, “My idea is that we should be skeptical of the things that we accept as common wisdom in the advertising and marketing business, and we should question them.” Then he goes on to talk about the troubling lack of accumulated knowledge in advertising. He says, "If advertising is less effective now than it was fifty years ago, where's the arrow of progress?" He then reluctantly offers advice to people in advertising and marketing cautioning, “The best advice I can give is to be careful.” We then explore various hot topics in marketing today. This discussion with Hoffman will invite you to consider what you think you know about advertising.Highlights from this week's “Marketing Today”: Bob describes Advertising for Skeptics. 02:47Bob's mission in writing his latest book. 04:19The lack of accumulated knowledge in advertising. 05:54What we measure today in advertising. 12:13Bob's advice to people in marketing and advertising. 13:21Bob's thoughts on GDPR and why enforcement seems impossible. 16:46Comparing Byron Sharp and Mark Ritson. 20:20COVID-19 advertising. 22:52Launching a book during a global pandemic. 24:07How Bob fills his time during social distancing. 25:28The most impactful purchase he has made in the last 6-12 months of $100 or less. 28:42Bob's go-to cocktail during a pandemic. 30:29  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.

During this 211th episode of “Marketing Today,” host Alan Hart interviews Evan Horowitz, CEO of Movers+Shakers, a go-to agency for TikTok.On the show today, we talk about how Movers+Shakers came about, how it's a family business with his partner, and we talk about some of the record-setting campaigns with e.l.f. Cosmetics, among other work.Horowitz tells us how he started thinking like a marketer while giving campus tours as a Stanford engineering student. Then he shares how the idea for Movers+Shakers came out of the vision that “using original music, using movement, using dance, would be a way to stop the scroll and drive more engagement.”Horowitz tells us how the viral e.l.f. campaign came about when they created an original song for a TikTok challenge, which leads to a discussion about what works on TikTok. Horowitz says, "I think one of the biggest challenges for brands when they're looking at TikTok is they recognize quickly how different the platform feels from other platforms.” Movers+Shakers is translating brands into culture through music and movement, which is a great fit for TikTok. This episode will help you think about creative ways to create an emotional connection with your customer.Highlights from this week's “Marketing Today”: How Evan started in marketing. 01:14Evan's transition from engineer to agency CEO. 02:27The beginning of Movers+Shakers. 03:14Evan describes running a company with his spouse. 04:38Finding TikTok. 06:31The elf campaign. 07:37The extension of the original song "Eyes. Lips. Face." 09:39What works on TikTok. 10:38The role of influencers and celebrities in the elf Campaign. 12:26The DNA of Movers+Shakers. 13:34Is there an experience in his past that defines who he is today? 18:18What is the advice Evan would give to his younger self? 20:04The most impactful purchase he has made in the last 6-12 months of $100 or less. 20:58Are there any brands, companies, or causes that Evan follows that he thinks other people should take notice of? 22:20Evan's take on the top opportunity and threat facing marketers today. 23:32 Resources Mentioned:Movers+ShakersGeoffrey Goldberg, Co-founderTikTokelf CampaignMatch.com Mini Musical 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.

During this 210th episode of “Marketing Today,” host Alan Hart interviews Jake Sorofman, president of MetaCX.Today, we talk about what it's like to join a company and transition from CMO to president in a global pandemic. We talk about how Sorofman is thinking about company culture. We also discuss MetaCX's founder and the overall vision of the company.Sorofman describes how his role as chief marketing officer prepared him for his new role at MetaCX. Then he shares his perspective on creating company culture during a global pandemic. He says, "You need to be even more intentional. My feeling is that cultures don't happen by accident." He suggests leaning into the awkwardness of video conferencing and shares that they're engaging their employees in a fun 100 Mile Challenge.We learn more about MetaCX and why there may be no better time than now for them to launch, given their unique value proposition. Sorofman remarks on the opportunities that are available to us in this unique time. He says, "This is the time of transformation. This is the time of thinking about the things that you couldn't get to when business was robust. It's also a time of thinking about what it's going to look like on the other side." This interview reminds us of the importance of providing value no matter what the circumstances may be.Highlights from this week's “Marketing Today”: Why Jake joined MetaCX. 01:45Jake's relationship with MetaCX CEO Scott McCorkle. 03:25How the CMO role prepared Jake to take on the additional responsibilities of president. 04:54Company culture during the pandemic. 06:37Learn about MetaCX and what the company is trying to achieve. 09:29The MetaCX customer. 13:33Jake's top priority for this year. 14:23Building a revenue pipeline during a pandemic. 16:45Is there an experience in his past that defines who he is today? 22:39What is the advice Jake would give to his younger self? 23:57The most impactful purchase he has made in the last 6-12 months of $100 or less. 24:48Are there any brands, companies, or causes that Jake follows that he thinks other people should take notice of? 26:24Jake's take on the top opportunity and threat facing marketers today. 28:28 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.

During this 209th episode of “Marketing Today,” host Alan Hart interviews Kelly Gillease, chief marketing officer at NerdWallet.Today, we talk a lot about Gillease's experience, which spans about twenty years in startups, travel, EdTech, and search, as well as supporting some of the acquisitions of those startups. We also talk about NerdWallet's venture into using big mass media advertising like TV and brand-building efforts and how she did that. We also highlight Gillease's background and some of the unique things that she's done in her life and her dual degree in both English and economics from UC Berkeley.Gillease discusses how addressing the public's lack of trust in personal finance companies is a big challenge for Fintech. Providing the best financial advice to establish that trust is how NerdWallet approached mass marketing. Gillease notes the drawbacks of performance marketing when she says, “performance marketing is really limited by demand for the category.” As Gillease shares what her team learned from the research that went into the "Money Talks" campaign, she reflects, "Everybody at different income levels, whether you're well off or just barely making it, gets upset about money." Understanding that emotional connection is essential to the NerdWallet brand, which emphasizes optimism. This interview highlights Gillease's commitment to positive, impactful marketing that helps people address their everyday problems. Highlights from this week's “Marketing Today”: The American Crossword Puzzle Tournament. 01:21Kelly's double degree in English and Economics. 04:37The initial challenges of her job when she joined NerdWallet. 07:07Kelly's experience with mass media advertising. 10:11How Kelly's team approached mass marketing. 13:39The impact brand efforts had on their business. 15:34The “Turn to the Nerds” campaign. 19:39The learning plan around the “Money Talks” campaign. 22:40The research behind the “Money Talks” campaign. 26:32NerdWallet's response to coronavirus. 28:29Is there an experience in her past that defines who she is today? 31:51What is the advice Kelly would give to her younger self? 33:26The most impactful purchase she has made in the last 6-12 months of $100 or less. 36:53Are there any brands, companies, or causes that Kelly follows that she thinks other people should take notice of? 38:29Kelly's take on the top opportunities or threats facing marketers today. 41:15 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.

During this 208th episode of “Marketing Today,” host Alan Hart interviews Kristof Neirynck, chief marketing officer of global brands at Walgreens Boots Alliance.On the show today, we talk about how Walgreens Boots Alliance has responded to COVID-19. We also talk about Neirynck's portfolio of brands that he manages, store-owned brands, as well as their global CPG portfolio. We talk about the differences in various markets where they're a leader in the U.K. and how they've entered the U.S. market and the Chinese market in recent history. Then we switch gears and talk about his background and career trajectory. We also talk about his love of plants.Speaking how the Walgreens Boots Alliance has responded to COVID-19 in three stages, Neirynck advises, “These are times when we need to make sure that we bring the relevant products to the market.” He also encourages companies to “Show that you as a brand care and contribute to society.” Neirynck has a perspective on personalization and leveraging first-party data in a CPG environment. He says, "Good personalization is when you don't know that you're being personalized to.” As he reflects about the trajectory of his career, Neirynck suggests, "You need to set audacious goals and go for it." This conversation is about staying relevant, driving growth through marketing, and delivering relevant content.Highlights from this week's “Marketing Today”:Growing up in Belgium. 01:37Kristof's career path and how he started as an electronics engineer. 02:33The reasons Kristof landed at Walgreens Boots. 06:18Walgreens Boots' three-stage response to the COVID-19 crisis. 08:13Kristof's take on managing CPG brands as well as store-owned brands. 12:50Managing No. 7 in different markets. 17:07Capturing the opportunity to leverage first-party data in a CPG environment. 20:31Launching your brand in a relevant way in different geographic markets. 26:15Kristof's advice for other marketers wanting to enter the Chinese market. 29:10Is there an experience in his past that defines who he is today? 30:05What is the advice Kristof would give to his younger self? 34:18The most impactful purchase he has made in the last 6-12 months of $100 or less. 36:04Are there any brands, companies, or causes that Kristof follows that he thinks other people should take notice of? 37:24Kristof's take on the top opportunities or threats facing marketers today. 39:00 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.

During this 207th episode of “Marketing Today,” host Alan Hart interviews Vinoo Vijay, the chief marketing officer at H&R Block.On the show today, Vijay talks about his background growing up and tells us about his job at H&R Block. We talk about the transformation he's driving there and the advice he has for other marketers in the same role. We also talk about COVID and the response that H&R Block has put into place.Vijay shares that he attended boarding school at a young age. We then learn about the many achievements that led him to his role at H&R Block. We talk about how H&R Block quickly transformed its business to help clients during the COVID-19 crisis. He says, “If there was ever a moment where needed to help and inspire confidence, it was now.” Vijay shares his approach to leading transformation. He reflects, “I need to find a way to connect people to an idea that is long-term that connects the company towards a transformation.” Throughout this conversation, Vijay brings his focus to how marketing can help a company elevate the client experience and excel at the human relationship. Highlights from this week's “Marketing Today”: The story of how Vinoo went to school in another country, away from his parents, at a young age. 01:29Vinoo's path from boarding school to H&R Block. 03:56Vinoo's thoughts on working with Jeff Jones. 08:57An overview of the financial products and solutions H&R Block offers. 12:58The effect of current tax delays on H&R Block. 15:03The three mandates Vinoo has focused on in his role. 17:37The transformation over the past few years at H&R Block. 19:58Advice to other CMOs. 22:57Is there an experience in his past that defines who he is today? 25:00What is the advice Vinoo would give to his younger self? 28:02The most impactful purchase he has made in the last 6-12 months of $100 or less. 29:04Are there any brands, companies, or causes that Vinoo follows that he thinks other people should take notice of? 30:43Vinoo's take on the top opportunities or threats facing marketers today. 34:22Resources Mentioned:H&R BlockH&R Block Tax Resources amid COVID-19  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.

During this 206th episode of “Marketing Today,” host Alan Hart interviews Lauren Sallata, chief marketing officer at Panasonic Corporation of North America.Today we talk about Panasonic's new campaign launching for the 2020 Olympics, what that partnership means, and how they're going to leverage it both for the marketplace effects as well as with their employees. The interview occurred before the one-year postponement of the 2020 Olympics. We also talk about Sallata's career and her life outside of work in service and foundation work.Sallata begins by discussing her board service. As we learn about the path her career has taken, Sallata reminds us to "Learn to walk in your customer's shoes." She updates our view of Panasonic as a brand and emphasizes Panasonic's global position. She says, "The red thread that runs through all of our solutions is sustainability and contribution to society." Then we learn about Panasonic's long-term commitment to the Olympic Games. Panasonic's ambitious new ad campaign, #whatmovesus, tells us a lot about where the brand is today and where it plans to be going forward. Sallata also shares some insight into Pansonic's partnership with Harvard Business Review. This conversation shows us how a brand with a long legacy can continue to be innovative and forward-thinking.Highlights from this week's “Marketing Today”: Lauren discusses how she thinks about service outside of work. 01:28Lauren shares details about where she has been in her career. 03:10How Panasonic is different in North America vs. the rest of the world. 05:37Panasonic's long commitment to the Olympics. 08:14Pansonic's plans for their 2020 Olympic partnership, #whatmovesus. 09:43How employees are getting engaged through #whatmovesus. 13:23Lauren describes other objectives for the #whatmovesus campaign. 15:16Initial results from Panasonic's partnership with Harvard Business Review. 16:45Is there an experience in her past that defines who she is today? 18:50What is the advice Lauren would give to her younger self? 20:28Are there any brands, companies, or causes that Lauren follows that she thinks other people should take notice of? 23:12What are the top opportunities or threats facing marketers today? 24:06 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.

During this 205th episode of “Marketing Today,” host Alan Hart interviews Leland Maschmeyer, the chief creative and strategy officer at Chobani.On the show today, Maschmeyer shares what he's doing at Chobani and tells us about this unbelievable creative organization he's now leading at the company. We talk about recent campaign work as well as his philosophy on design and business and the intersection between those two things. Maschmeyer shares that he built Chobani's internal agency out of a desire to transform Chobani into a creatively-driven culture. Creativity was critical for Chobani's growth plans. He says, "Change requires going through periods of destruction, periods of learning, periods of being unknown." They never wanted to separate their agency from the rest of the organization. Maschmeyer says that his desire to do the best creative work possible has always been at the intersection of design and business. We talk about the strategy they devised for the “Almost Milk” campaign, its visual style, and the campaign's emphasis on usage and occasion. Throughout this conversation, Maschmeyer highlights the critical importance of creativity and how that drives decisions at Chobani.  Highlights from this week's “Marketing Today”: Leland shares some background from his early years. 01:25How Leland got his start and the path to his role at Chobani. 02:56How Leland started one of the best internal agencies in the world. 05:11Why Leland's approach works for him and whether he would recommend it to other companies. 16:23Leland's experience finding talent. 19:38Chobani almost never goes outside the company for creative work. 23:01Leland comments on the state of agencies in today's world. 23:48Advice for someone just getting started building their in-house agency. 26:36All about the oat milk Almost Milk brief. 28:43The rich and graphic visual style of the Almost Milk campaign reminiscent of Norman Rockwell. 33:57The focus on usage and occasion in the Almost Milk campaign. 35:50Is there an experience in his past that defines who he is today? 37:32What is the advice Leland would give to his younger self? 40:03Are there any brands, companies, or causes that Leland follows that he thinks other people should take notice of? 41:03Leland's take on the top opportunities or threats facing marketers today. 43:00 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.

During this 204th episode of “Marketing Today,” host Alan Hart interviews Sterling Snow, the senior vice president of revenue at Divvy.Today we talk about the founding story of Divvy and why it was created in the beginning. We also talk about marketing at a high-growth company and what the impact of building your own brand can be on your own company.Snow tells us how Divvy began and where Divvy customers start their journey. He describes his broad role and predicts that having someone that is singularly responsible for revenue in this way will become a trend. Snow shares Divvy's initial marketing strategy and how the company diversified. His advice to other marketers at high-growth companies is, “You can find these high-efficiency low-cost channels that really allow for quick and efficient growth.”Snow then emphasizes the importance of how people can use their personal brands to benefit the companies they work for. He says, “I think people underestimate how much impact they can have on their own careers and on the companies, they work for, if they take a little bit of time to put together a content strategy for themselves.” The conversation highlights how starting your own personal brand can help your company.Highlights from this week's “Marketing Today”: Where Sterling grew up and what brought him to Salt Lake City. 01:43Divvy is a financial platform that allows companies to automate expense reports and make payments. 02:40The impetus to found a payments/expense management company. 03:26Where Divvy customers start their journey. 5:04How Divvy makes its money. 06:11Sterling's responsibilities as Senior Vice President of Revenue. 06:56How Sterling approaches the large scope of his role. 07:42What led Sterling into the marketing realm. 08:30Divvy's marketing strategy. 09:24Sterling advises other high-growth marketers. 11:28When Divvy was founded. 12:59How Divvy has diversified its marketing strategy. 13:16How Sterling fuels his ideas. 13:57The importance of how people can use their personal brands to benefit the companies they work for. 14:40The best way to build your personal brand while highlighting the company. 15:49Is there an experience in his past that defines who he is today? 18:25How Sterling knows when to take a break. 20:54What is the advice Sterling would give to his younger self? 21:48Are there any brands, companies, or causes that Reggie follows that he thinks other people should take notice of? 22:54The most impactful purchase he has made in the last 6-12 months of $100 or less. 33:52Sterling's take on the top opportunities or threats facing marketers today. 25:14 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.

During this 203rd episode of “Marketing Today,” host Alan Hart interviews Todd Krautkremer, Chief Marketing Officer at Cradlepoint, an entrepreneurial executive with over 25 years of startup experience.Today we talk about his passion for building growth companies, his transition from computer science to the development side, product management, sales, and marketing, and his CEO role during the 2008 financial crisis. Krautkremer also shares his advice for what marketers should do during this coronavirus pandemic.Krautkremer starts by discussing his early career work, building some of the biggest data networks for carriers, and becoming a sales manager for the Northeast region. Working at Gearworks as CEO through the 2008 financial crisis taught him skills that served him well in his current role as a CMO. Krautkremer says, “I have empathy for customers. I understand how my partner in sales works, thinks, what they need, and most importantly, I am a better CMO because I understand what our CEO thinks and needs and the pressure that he goes through every day and the role that marketing has to play in really shaping the strategy and driving the go-to-market and seizing the opportunities.”Krautkremer also delves deep into 5G technology and how marketers should be evolving their methods during the COVID-19 coronavirus pandemic. He says, “Every customer is in some type of emergency response mode. It is either survival for the business. It is either a fundamental shift in how people are working, or it is mounting a response to the crisis that we are dealing in. Our customers at Cradlepoint include a lot of healthcare providers and first responders. So, we have a smattering of all of that. But as a marketeer, if you're not dramatically changing everything that you do at this moment in time, you are behind the 8-ball.”Highlights from this week's “Marketing Today”: Todd describes his upbringing and background in computer science. 01:49He joined his first of four startup companies as the only sales representative. 04:23What did Todd Krautkremer learn during the 2008 recession? 06:40With coronavirus wreaking havoc on marketing plans, marketers should be doing the same with their marketing plans. 9:01Todd describes what Cradlepoint does and how they are responding to the current crisis. 10:38Cradlepoint is an enterprise-class product providing wireless connectivity and extending into homes. 14:13What is the vision of where Cradlepoint wants to go in the future? 15:485G is going to be fiber-fast but can also literally pop up a network. 17:22During the pandemic, Todd advises marketers to have an open-arms approach to engaging the marketplace with your solutions. 19:16What experience in Todd's life has helped make him who he is today? 24:20What advice would Todd give to his younger self? 28:00What is a recent purchase of $100 or less that has been the most impactful for you? 31:00Are there any brands, companies, or causes that he thinks marketers should be paying attention to? 32:18What does Todd Krautkremer feel is the largest opportunity or threat that marketers face today? 35:22 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.