During this 200th episode of “Marketing Today,” I look back at the previous 199 episodes and shares highlights from some of his favorite interviews over the past five years.We begin with Colleen Sellers, who spoke powerfully about being a working mom and the only female interviewed that day. Then we look back at a great conversation with the late Tom Bick, who had amazing one-liners and advice for marketers that got right the point.Kim Whitler is one of the academics we've had on the show, and we discussed the role of marketers on corporate boards. Then the legendary Phil Kotler told us what has and hasn't changed in marketing over the last fifty years. He remarked, “Every marketing decision also has some possible impact on our resources, on our communities, on our planet.” I also share highlights from my discussions with Kevin Lane Keller, Byron Sharp, and JB Steenkamp. During my second interview with Mark Ritson, he made an incredible endorsement of this podcast. We close out this episode with highlights from my discussion with thought leader Seth Godin, who said, "Marketing...is the act of making change happen." I am thankful for the many friendships formed from these conversations over the past five years and thankful, as ever, for listeners. Highlights from this week's “Marketing Today”: Colleen Sellers defines marketing effectiveness. 01:44Hear Colleen's thoughts on how customer insight drives strategy. 02:19Colleen Sellers on being a working mom and the only female interviewed that day. 02:50Tom Bick demonstrates his mastery of the art and science of marketing. 07:32Tom Bick shares what he thought of as the most significant marketing opportunity out there. 10:59Tom Bick demonstrates his irreplaceable wit and intelligence as he shares advice for marketers. 13:06Kim Whitler on the impact of marketing experience at the board level of companies. 14:49Kim Whitler discusses the place of marketers on boards. 17:25Phil Kotler describes what hasn't changed in the last 50 years. 19:35Phil Kotler describes what has changed over the previous fifty years. 20:03Kevin Lane Keller addresses purpose in brand. 23:18Byron Sharp discusses his book How Brands Grow. 28:05JB Steenkamp describes what inspired his study of private labels. 30:34Mark Ritson discusses his passion for educating marketers and makes a big endorsement. 32:57Seth Godin sets a new bar for marketers. 37:12 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 199th episode of “Marketing Today,” host Alan Hart interviews Rishad Tobaccowala, author of the new book, "Restoring the Soul of Business: Staying Human in the Age of Data."We discuss Tobaccowala's long career at Publicis Groupe. Then Tobaccowala tells us why he wrote "Restoring the Soul of Business" and what it means to be human in light of all the technology and data that's flying around us as well as the impact storytelling still has.Tobaccowala shares why he thinks businesses fail when they focus too much on numbers on data. He says, “I believe that it is extremely important that any company, individual, or team, realizes that success is combining what I call the story and the spreadsheet.” Tobaccowala emphasizes that the human element is still very important to business as he reflects, "If a company allows growth, purpose, and connections, it begins to attract talent." When sharing some of the top lessons he learned during his successful career, he advises that we should, “Never underestimate how much of your success is due to things you do not control.” Tobaccowala's thoughts on the leadership marketers need today can help us think about how we can regain support from our boards as we show them the enduring value of connection and creativity. Highlights from this week's “Marketing Today”: Rishad describes himself as a resource who combines a long history in the company, a global perspective, and someone who speaks truth to power. 01:30Rishad shares why he had such a long career at Publicis Groupe. 02:51The mentors that stood out in Rishad's career. 05:47Why Rishad wrote Restoring the Soul of Business. 08:21Rishad has always believed that human relationships were important to business. 18:46Learn where Publicis is in the development of its AI platform, Marcel. 26:39How can executives in the marketing and creative industry restore the soul of their company? 32:20What are the top challenges Rishad is hearing from brand and company leaders in 2020? 37:09Is there an experience in his past that defines who he is today? 42:14Rishad describes the impact of the women in his life. 44:43What is the advice Rishad would give to his younger self? 47:55Are there any brands, companies, or causes that Rishad follows that he thinks other people should take notice of? 50:49 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 198th episode of “Marketing Today,” host Alan Hart interviews Reggie Walker, U.S. Chief Commercial Officer for PwC. We discuss Walker's background and his long career at PwC. Then Walker takes us through the digital transformation happening within PwC and the impact of technology on professional services today and in the future.Walker shares the importance of giving employees new skills and technology to transform the way you're running your business, which ultimately impacts client experience. He says, "When you focus on your people, and you build the right skills within them, those are your factors of production that you can then take out and use in multiple ways." When providing advice for peers in other large companies, Walker advises that training employees and setting very clear expectations is essential. As Walker reflects on the future of professional services, he remarks, "Creating more personalized experiences is really what's starting to win the day.” Walker's thoughts on the digital transformation within PwC can help us think about how other businesses can use technology to change the way that we work.Highlights from this week's “Marketing Today”: Reggie provides background about his twenty-seven-year career at PwC. 01:17Reggie describes pivotal moments in his career. 03:47Reggie tells us about his current role as Chief Commercial Officer for the U.S. at PwC. 04:37What was it like to transition from his prior role to his current position? 06:10Reggie explains the various components of marketing and sales at PwC. 7:10Hear about the transformation initiative happening within PwC. 9:53How PwC doubled down on its organization internally. 12:51The vision PwC has for taking what they've done to create a unique client experience. 14:35Reggie's advice for peers in other companies that are working on large scale change. 16:43Reggie discusses the future of professional services. 19:38What are the top opportunities or challenges Reggie's clients are bringing to him in 2020? 21:55Is there an experience in his past that defines who he is today? 26:59What is the advice Reggie would give to his younger self? 29:31Are there any brands, companies, or causes that Reggie follows that he thinks other people should take notice of? 31:13Where does he see the future of marketing? 34:00 Resources Mentioned:Pricewaterhouse Coopers (PwC)Reggie Walker bio Subscribe the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 197th episode of “Marketing Today,” host Alan Hart interviews Margaret Molloy, the global chief marketing officer and head of business development at Siegel+Gale. She has over twenty-five years of experience as a marketing executive.We discuss Molloy's background and what led her to Siegel+Gale. Then we have a wide-ranging discussion about rebranding and the potential benefits of a rebrand, as well as the value of brand simplicity.Molloy explains when a company should consider a rebrand. She says that when you choose to rebrand, "It should signal a strategic change, not just a cosmetic one." Then she shares some of Siegel+Gale's philosophy when she reflects, "When simplicity is done well, it brings productivity instead of paralysis. It brings confidence instead of confusion. And ultimately, customer trust instead of angst." Molloy also provides a valuable perspective on why brand matters to B2B now more than ever. Her insights into marketing trends and the surging emphasis on customer experience round out this riveting conversation.Highlights from this week's “Marketing Today”: Margaret describes what it's like for her to raise two teenage boys in New York City. 01:38Learn about Margaret's career path and how she ended up at Siegel+Gale. 02:58Margaret advises listeners on when a company should consider a rebrand. 06:09Hear Margaret's take on the potential ROI of rebranding. 09:44Margaret outlines the pitfalls dictating the failure and success of a rebrand. 12:44How Siegel+Gale thinks about branding and the part simplicity plays in their philosophy. 14:06Siegel+Gale's work with B2B. 17:27The current state of brand and B2B. 18:21Margaret provides highlights from her research on the world's simplest brands and shares her findings of how simplicity pays off for businesses. 25:53Margaret compares RyanAir and Southwest. 30:24What are the priorities Margaret is seeing from her clients in early 2020? 32:08Learn about one of Margaret's personal projects, #wearingirish. 36:52Is there an experience in her past that defines who she is today? 39:28Are there any brands, companies, or causes that Margaret follows that she thinks other people should take notice of? 41:48As a marketer, what does she feel is the biggest opportunity or threat that is facing marketers? 44:34 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 196th episode of “Marketing Today,” host Alan Hart interviews Dave Gerhardt, the chief marketing officer of Privy. Gerhardt was formerly the vice president of marketing at Drift, has been featured in numerous national publications, and co-authored the book “Conversational Marketing.”We discuss how Gerhardt's early interest in working for a startup led him to join Privy at a previous point in his career. Then we learn how Gerhardt leveraged his podcast to land a job at Drift. He shares tons of insight into building out a highly efficient marketing team.Gerhardt has excellent advice for creating your personal brand and starting a podcast. "If you start with a show first, you can get all the other content with it." In his view, audio drives everything. He adds, "Even if nobody listens to our show, we're going to get enough content to feed our funnel for a year if we do it right and that alone is worth the investment."Gerhardt also shares why he went all-in on growing his following on LinkedIn and how he moved many of his marketing conversations over to paid subscribers on Patreon. He says, "If you can continue to understand people, and just evolve with whatever comes with that, I think that's how you become successful in the long term.” Gerhardt's passion for marketing comes through as he emphasizes the importance of continuing to learn and focus on creativity as the marketing world shifts. Highlights from this week's “Marketing Today”: Dave shares his background and how he became involved in marketing. 01:30Dave describes how his interest in working at a startup led him to join Privy for the first time and where he went after that. 03:26Learn how Dave landed a job through a connection he made on his podcast. 05:19Learn more about Privy. 08:58Dave shares his vision for his marketing build-out at Privy. 11:33Dave's theory about how demand gen can work on his team. 15:38How to measure brand awareness without a big survey. 17:25Why podcasts are the form of marketing you can gain the most leverage from when done right. 19:07Learn how Dave is currently using Patreon as a platform. 21:26Why he feels that even ten subscribers would make the Patreon experiment worthwhile 25:06What's next for Dave at Privy in 2020? 26:10Is there an experience in his past that defines who he is today? 28:10What advice would he give his younger self if he had to start all over? 29:39Are there any brands, companies, or causes that Dave follows that he thinks other people should take notice of? 30:52Is there a threat or an opportunity he thinks marketers should be aware of as they enter 2020, or is there something he thinks marketers need to be doing? 32:14 Resources Mentioned:PrivyPrivy 2.0 – rebirth story and announcement about Dave rejoiningDriftDavid Cancel CEO of Drift – Interview on Marketing Today 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 195th episode of “Marketing Today,” host Alan Hart interviews Jeremy "JT" Tucker, the new CMO of Planet Fitness. Tucker has worked for world-renowned brands such as Frito-Lay, PepsiCo, Disney, and Nissan. We discuss JT's background and his first few weeks at Planet Fitness, including his strategy for jumping headfirst into big changes at a new company. Jeremy shares what changes he made quickly after arriving, the actions he saw others taking in the fitness space, and what inspired the successful "Bull Fit" campaign.Tucker also addresses the importance of approaching marketing from a human and emotive space. He remarks that as they collected research, "We really just wanted to understand the perceptions that kept people from actually coming into a club." When describing the exhilaration of kicking off their ad campaign in Times Square on New Year's Eve, he advises, "There are a lot of crowded big moments out there. It's so hard to breakthrough, but if you're authentic, and it makes sense, you can nail it." Tucker also reflects on the creative aspects of his work when he says, "Good ideas come from anywhere and everywhere." Tucker's optimism and leadership will inspire you to approach your work with curiosity and joy. Highlights from this week's “Marketing Today”: JT's background and how he ended up at Planet Fitness. 01:34JT describes opportunities he had to work for brands where brand drives business decisions. 04:51JT describes jumping into Planet Fitness during their busy season and the challenges of jumping in headfirst. 06:23Learn about the changes JT made very quickly upon joining Planet Fitness. 08:58Why JT believes in the business and how he feels Planet Fitness can break down barriers to support regular Americans. 10:59Learn about the research that went into the Bull Fit ad campaign. 12:13Some of the best social content they've ever created was when they had kids scrub fitspo accounts on Instagram. 14:37The importance of addressing marketing from a human and emotive place. 15:54They discuss the eight and twelve-minute circuits at Planet Fitness for people who want quick workouts. 16:51The rewards of marketing that desires to change behavior in meaningful and purposeful ways. 19:27JT tells us about the experience of kicking off their ad campaign on New Year's in Times Square. 21:51What's coming next for JT in 2020? 23:51Is there an experience in his past that defines who he is today? 26:15What advice would JT give his younger self if he had to start all over? 28:02Are there any brands, companies, or causes that JT follows that he thinks other people should take notice of? 30:15As a marketer, what does he feel the biggest opportunity or threat that is facing marketers? 32:45 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 194th episode of “Marketing Today,” host Alan Hart interviews Kevin Frisch, who was recently the CMO of Wag and before that the head of performance marketing, and CRM for Uber. Before Uber, Frisch served as chief marketing officer of GSN Games and Snapfish. Frisch was named to Forbes' CMO Next List 2019: 50 Game-Changing Marketing Leaders.Frisch discusses the largest ever fraud case, a case between Uber and its suppliers of performance marketing and advertising. Frisch shares what happened, what was the trigger that launched the investigation, how they diagnosed what was going on, and several measurement challenges along the way.Frisch shares the revelations on ad fraud and the difficulty of finding it only after you have the detailed data, "Until you do that, if you're just relying on the higher-level reporting, you just don't catch it." He advises that "you should start by assuming that, half of what's on the display channels, is fraud." "You can't sort of out-source, and say, here's an anti-fraud tool, let me just run it through that." There is still so much to learn about fraud. Frisch shares a much-needed perspective on how to approach and avoid issues. Highlights from this week's “Marketing Today”: Kevin Frisch's background and pivotal twists along the way. 01:46Kevin's path with a series of B2C companies. 04:10The culture within Uber during the controversy 06:17The role of "Head of Performance Marketing." 07:30The intriguing story surrounding the fraud case between Uber and programmatic advertising providers. 08:13The discovery and definition of "Attribution Fraud." 11:37Actions every marketer should be taking right now, to avoid ad fraud. 16:36Should you be using programmatic? 18:06Advice on picking better partners and people to help along the way. 19:49Uber's purpose and approach to the "Moving Forward" campaign. 20:49Defining "Addressable TV" and its usage at Uber. 23:00The Results and reactions for "addressable tv." 27:59Unique challenges for marketing towards driver-partners. 29:20What performance marketers should be doing differently in 2020. 35:45An experience of Kevin's past that makes up who he is today. 38:06Advice Kevin would give his younger self. 41:19What drives Kevin and keeps him going daily. 42:44Brands, Companies, or Causes to take notice of. 44:06Kevin's vision for the future of marketing. 46:01  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 193rd episode of “Marketing Today,” host Alan Hart interviews Dr. Emmanuel Probst, the author of "Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning." He holds a doctorate in consumer psychology and teaches market research at UCLA. He also works for Ipsos, advising clients on how to measure and optimize their marketing efforts.Probst has been studying "why people buy" for about 15 years and shares with us his definition of "meaning" and what he means when using that term. We discuss his book and the tools and tactics a brand manager has at their disposal.Probst shares that he got into the industry because he is "curious about people, and I like to understand why people do what they do, and how people make decisions as individuals, but also as a community, as a group, or as a society." He wrote the book because he "wanted to take a different stance at building brands... let's take a step back, understand what consumers, as people want to achieve as individuals, and from there, build brands that fulfill these quests for meaning." Highlights from this week's “Marketing Today”: Emmanuel's background and path to becoming an author and consultant. 01:38The reason for writing his book "Brand Hacks." 02:34What people are really looking for in brands. 03:48The definitions of "meaning," according to Dr. Emmanuel Probst. 04:25The nuances for the right to define our own meaning. 06:17Three types of "meanings" and examples of each. 07:33The importance of "nostalgia" in meaning. 10:17How does the approach to "meaning" and "Brand Hacks" compare to other methodologies? 11:47An example of one brand that bridges the gap of multiple methodologies. 14:42CrossFit and the notion of community. 18:36Top recommendations for brands or marketers leading brands. 20:40The experiences of Emmanuel's past that defines who he is today. 22:20Advice for Emmanuel's younger self. 24:18What keeps Emmanuel doing what he does? 25:27Brands, Companies, or Causes to take notice of. 27:17Biggest opportunity or threat to marketers. 29:51 Resources Mentioned:Emmanuel Probst Website“Brand Hacks: How to Build Brands by Fulfilling the Human Quest for Meaning” by Dr. Emmanuel ProbstIpsos GlobalPaco RabanneRed BullCrossFit 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 192nd episode of “Marketing Today,” host Alan Hart interviews Lina Shields, the chief media officer for Lilly USA. Starting in sales and eventually moving into marketing, she's now one of Adage's "Women to Watch in 2019."Shields originally majored in political science with the intent to work in global policy to "change the world." She shares about the importance of mentoring and advice on how to improve your career and advocate for yourself. She also gives insight into the "next-generation" of the consumer landscape.Although Sheilds works in the commercial space now with Lilly, her job is to "give information that can help [people] lead healthier and longer lives." Shields quickly learned that doctors and she "had something in common, which was that we were both motivated by the best interest of the patient." "Great marketing is when you understand the core intention of your targeted audience."Highlights from this week's “Marketing Today”: Lina's background in Italy and her journey to the US. 01:102 Pivotal twists that brought Leena to her current role with Lily. 02:47Lina's fascinating internship story: Internship, what is an internship? 06:58The experience of a new full-time position in sales. 11:35The importance of "breadth of the portfolio" and key connections. 13:46Defining the chief media officer role. 15:533 "big buckets" under the chief media officer role. 18:16The "next-generation" consumer landscape and focus of media in marketing. 20:41How Lilly is committed to its multi-cultural marketing vision. 25:18Lina's approach to mentoring early-career professionals. 31:52Three pieces of advice for mentees and early-career professionals. 33:34An experience(s) of Lina's past that defines her today. 36:35Advice Lina would give herself if she were starting over. 39:55Brands, companies, or organizations to take notice of. 43:30The future of marketing, according to Lina Shields. 46:36 Resources Mentioned:Advertising Age 2019 US Women to Watch“3 Days to a Pharmaceutical Sales Job”Lilly's WebsiteANA whitepaper on the Chief Media OfficerLina Shields on LinkedIn  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 191st episode of “Marketing Today,” host Alan Hart interviews Rob Elder, the chief revenue officer at Genius. Genius is the world's largest encyclopedia of lyrics and music. It's a leading brand in music producing popular video series' like "Verified," "Deconstructed," "Genius News," and "Open Mic," reaching over 100 million people monthly across the globe.Elder started his career at agency Grey Direct as an assistant media planner, then moved into the "sales" side of the business with Sony. He's been with Genius for a little over two years and had the opportunity to drive growth and focus on developing processes to help the startup be successful.Elder shares his unique journey and the importance of mentors in that journey. He discusses what Genius brings to the music industry and bringing back the "deeper connection and message that the artist is trying to convey." He shares about the power of music, branding, and marketing legitimacy. "Brands are starting to recognize...that if they want something fun, intimate, cool, and that moves the needle with the younger consumer, Genius is the place to do that." Highlights from this week's “Marketing Today”: Rob's background and the path to becoming CRO of Genius. 01:23Key mentors that helped Rob along the way and how. 02:10The offering "Genius" provides to the music industry. 04:46Highlights for Genius over the last two years. 06:50The power of music for brand partnerships. 08:58A breakdown of Genius' brand and artist relationships. 10:41Examples of brand/artist relationships. 12:16The future of Genius going forward. 14:43Specific partnerships that will "move the needle" for Genius. 16:48How data drives the strategy for Genius. 17:26The experience of Rob's past that defines who he is today. 18:51Advice for the "younger" Rob. 19:40Brands, Companies, or Causes to take notice of. 20:44Most significant opportunity or threat to marketers. 22:37 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.

Sky Zone's Josh Cole on marketing and brand partnershipsDuring this 190th episode of “Marketing Today,” host Alan Hart interviews Josh Cole, the chief marketing officer at Sky Zone. Sky Zone is an active environment with gravity-defying aerial attractions with around 210 locations around the world.Cole began his career with a short stint in financial services before making a jump into the entertainment industry at Universal Studios parks and resorts division. He joined as the first team, specifically focused on internet marketing. He was involved in starting all of their social media and digital marketing from the beginning. Five years ago, he made the "jump" to Sky Zone to widen his responsibilities and oversee "all things marketing."Cole discusses his gratefulness that someone took a chance on him. "You got to hire for intangibles. You've got to find someone who is smart, curious, and has the right personality and dig in." He shares the importance and health benefits of "active" play. "We know that we have the highest awareness, but awareness doesn't mean anything unless it turns into visits." Cole discusses the importance of GX (guest experience), research, and branding.Highlights from this week's “Marketing Today”: Josh's background and journey into marketing. 01:18A unique story: the big jump from financial services to marketing. 03:39The "soaring" business of Sky Zone. 08:21The key factors that differentiate Sky Zone from other parks. 11:56Three elements for how the "totality of marketing" comes into play. 16:22The challenges and opportunities for franchise marketing. 22:29Advantages of "Battle-tested" marketers. 27:25Sky Zone's partnership with Carnival Cruise Lines. 29:01Josh's defining moment/experience that makes up who he is today. 33:58Josh's advice for a young marketer starting out. 36:35Current brands to be watching. 38:39The future of marketing and opportunity for marketers. 41:09Linking commerce to culture, naturally. 42:53 Resources Mentioned:Sky Zone'sWebsiteUniversal Studios Parks in Osaka, JapanCarnival Sky Zone at SeaCarnival PanoramaShaquille O'Neal Sky Zone Dunk Contest in LAJosh Cole on LinkedIn 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 189th episode of “Marketing Today,” host Alan Hart interviews Jim Geikie, one of the partners One Better Ventures. This recording took place before a live audience in Durham, NC. Jim spent 18 years Unilever, then joined Burt's Bees, where he led retail strategy, brand marketing, business development. He also led Cree's entry into consumer lighting and the commercial strategy for skincare maker, Lalumiere.One Better Ventures nurtures and develops consumer brands that have a positive impact on the world. They advise, invest in, and incubate mission-driven ventures with breakthrough sustainable business models.Jim shares the importance of purpose for the success of companies. "The world is full of problems, and there is nothing more powerful on the planet than business." He discusses the obligation for companies to leave the world a better place as they make profits. One Better Ventures has the ability to "play this nice balance of avoiding work we aren't good at, working a stage that we're good at, and being able to hand off appropriately."Highlights from this week's “Marketing Today”: How purpose directly impacts profit. 03:50The way you can get big without "selling out." 07:07The high BS meter of consumers. 08:25One Better Ventures focus on "growth stage" ventures. 09:055 things that matter when One Better Ventures looks at in potential companies. 13:02One Better Ventures's focus on the health and wellness business. 15:43Key "exits" for One Better Venture and 3 important lessons learned. 18:11What's next for One Better Ventures? 21:42Resources Mentioned:One Better VenturesMilton FreidmanPhil Harvey Marketing Today episodeBurt's BeesUnileverLaLumiereSeventh Generation Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 188th episode of “Marketing Today,” host Alan Hart interviews Jennifer Chase, senior vice president of global marketing and shared services for SAS. Chase has been with SAS for over 20 years and talks about the "secret sauce" that keeps her and other employees engaged and behind the company.  This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.Chase shares with us how data is helping SAS with their customer experience. She shares her experience on topics of trust, security, and transparency. SAS is helping its customers see that "to do customer experience in a way that is meaningful, you have to start with customer obsession, and you have to learn and know your customer."Chase shares the importance of trust and "if you can't create a high level of trust with your customers, you are not going to create a high level of customer experience." She talks about the importance of instigating change before your customers are the ones to disrupt your company.Highlights from this week's “Marketing Today”: Why Jennifer has been with SAS for 20+ years. 01:05How SAS is helping companies with customer experience. 03:15Keys for companies to make sure they are using their data appropriately. 04:59How to use trust as a competitive advantage. 06:47Examples of successful SAS customer experiences. 08:30Five things marketers can do to "future-proof" themselves and their business. 12:21AR and VR: The future of customer experience. 15:18 Resources Mentioned:SASLinkedIn Post –What I've Learned From 20 Years at SASInternet Summit Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 187th episode of “Marketing Today,” host Alan Hart interviews Christi Olson, head of evangelism for Bing at Microsoft. Olson has led in-house digital marketing at teams at a number of companies for over a decade. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.Olson, a search practitioner for 15 years, was the first full-time employee at Microsoft to manage search.  She left the company to get some "outside" experience before rejoining Microsoft in her current role.Olson shares with us about Bing search marketing, accessibility and the impact on SEO, voice as a search method and user interface, and trust as it relates to customers.  "Most web developers and SEO's don't really think about accessibility first when they're developing a site and content."  Olson shares the importance of leveling the playing field for all people in search and "why we should start thinking about it first and foremost and not as an after-the-fact process."Highlights from this week's “Marketing Today”: Christi's background and journey to her current role with Bing at Microsoft. 01:12Why Accessibility is so critical at this moment. 02:09Ranking factors and accessibility. 05:01Good SEO practices to make accessibility a priority. 06:05The future of "voice" in search. 08:00What marketers should be thinking about when it comes to voice discovery. 10:22The "trust" factor: earning customer trust for your products. 13:52Microsoft's approach to advertising and trust. 16:10Resources Mentioned:American Disabilities Act2019 Microsoft Voice reportChristi Olson on LinkedInInternet SummitSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 186th episode of “Marketing Today,” host Alan Hart interviews Jared Gardner, from Qualtrics. Gardner has led search, conversion rate optimization, analytics, and content management programs across several vertical markets. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.At Qualtrics, Gardner focuses on scaling demand generation through unpaid channels. Before Qualtrics, he worked for Red Door Interactive, with clients such as Charles Schwab and Century Link.Gardner shares his journey from broadcast media to search and optimization.  He thought, "digital marketing and the internet is not getting any smaller, so that's gotta be an ok place to work."  Qualtrics focuses on an "action every day" mentality.  Jared shares the Qualtrics approach for scaling search and conversion.Highlights from this week's “Marketing Today”: Jared's background in broadcast media and journey into search and conversion optimization. 01:12The role at Qualtrics 02:00Scaling and creating scale at Qualtrics 02:25Two key pieces of advice for marketers trying to drive web traffic and conversions. 03:13Deciding "what" content to write to drive traffic. 04:53Examples of executing optimization 05:55The "in" metric for Qualtrics 07:00The future of search. 08:31The future of conversion. 11:31 Resources Mentioned:X4 SummitInternet SummitSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 185th episode of “Marketing Today,” host Alan Hart interviews Eli Schwartz, an SEO expert and consultant with over a decade of experience.  He has led SEO and growth programs for several leading B2B and B2C Companies. This episode was a part of a series of interviews conducted at the Internet Summit in Raleigh, NC.Schwartz has worked with clients such as Shutterstock, Blue Nile, Quora, Get Around, Mixpanel, and Zen Desk to help them build and execute global SEO strategies.  He led the SEO team at Survey Monkey, building organic search to one of the largest growth drivers at the company.Schwartz shares how he got into SEO by accident.  He talks about how basic SEO strategies aren't keeping up with the changes that Google is making and how "we need to think about Google as another user that can read content."  SEO is "a marketing channel," and companies are "wanting to have someone responsible for it, and they are wanting to have someone to grow that channel."Highlights from this week's “Marketing Today”: Eli's background in SEO" 01:09Why basic SEO practices just aren't working. 02:16E.A.T. and the need for writing good content. 03:33The 4-step process for creating great content. 04:21The amazing stats around "organic" search. 06:09Examples of people "getting it right." 07:14Programmatic SEO: the key to knocking it out with SEO. 08:58How SEO fits into the marketing mix. 09:40The future of search: AI 11:20 Resources Mentioned:Trip AdvisorShutterstockInternet Summit Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 184th episode of “Marketing Today,” host Alan Hart interviews Jake Sorofman, the chief marketing officer at Pendo, in front of a live audience.  Before Pendo, Sorofman was the vice president and chief of research at Gartner.In October of 2019, Pendo became a newly minted "unicorn" with a valuation of over $1 billion, and a recent injection of $100 million in venture capital. Sorofman shares more about Pendo and what marketing looks like at scale and exceptionally high growth rates.The real goal for Pendo was to "build a billion-dollar company, a company that has lasting and enduring value in a community, creates lots of jobs, and delivers value to customers."   Pendo is an "integrated set of tools that help digital product teams make better decisions and create better experiences in web and mobile apps."  Learn from the incredible growth of Pendo and the experience of Sorofman through that fast growth and an expanding organization.Highlights from this week's “Marketing Today”: The Life of the CMO of a "Unicorn company" 02:39What do you do with $100 million? 03:17Defining Pendo and its role in the market? 04:21The three major target markets for Pendo. 05:19The landscape of marketing at Pendo. 07:02The importance of "events" in marketing. 07:56Jake's insight into "performance marketing" and "brand marketing." 09:03Advice for other fast-growth companies. 10:20Triple, Triple, Double, Double, Double: the rate of growth for Pendo 10:50The four keys to making marketing "more valuable." 11:32The importance of discussions at the "executive table." 13:40The current "state of talent" in the marketing industry. 14:40How to be successful as Chief Marketing Officer. 15:55The key to earning the right to your audience's attention. 16:38The importance of content marketing in your toolbag. 16:55Resources Mentioned:Pendo's WebsitePendomoniumProductCraft Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 183rd episode of “Marketing Today,” host Alan Hart interviews John Harrobin, chief marketing officer at Audible. Audible is an Amazon company, founded in the late 1990s out of an oral storytelling tradition. They began as an audiobook medium and have expanded to be a subscription service, including original programming, access to newspapers and magazines, and free short-form content. Harrobin's previous experience includes chief marketing officer at Verizon and working with NBC Universal.On the show today, Harrobin discusses the audio content market, how his professional background led him to marketing, mentorship, the future of his industry, and the future of marketing in general. He also discusses the importance of diversity in marketing departments and on boards.Harrobin views marketing as being “right in the center of the action. What I really love is driving growth and launching products. That's where you really get immediate gratification in the form of metrics and customer feedback. Is what you are doing working now? If not, you know how to adjust.” What sets Audible apart? “Our goal, in many cases, is to guide creators, provide them the data, what they should expect with this. Also, help them market, help them reach new audiences, and dimensionalize their own brand… We like to consider ourselves the best partner because we can provide better results through our reach and strength of distribution in marketing. We want to help build their personal brand and work with them on what they want to accomplish with the project, so we want to be fulfilling to the creator, and we want to be easy and fun to work with." His thoughts on the future of marketing are: "The role of marketers is evolving, and I think we just need to recognize it because, I don't know, 20 years from now, we're not going to be wanting to be marketed to in the same way that we are today."Highlights from this week's “Marketing Today”: Where did John start his career? (01:30)John shares how his background as a finance consultant led him to marketing. (01:59)Did John have any significant mentors along the way? (05:00)What is the origin story of Audible? (06:20)Why does John think audio has remained such a popular medium? (08:57)What does marketing at Audible look like? (12:00)What does the future of audio look like? (14:18)What are the advantages for a creator working with Audible? (16:05)How do Audible's content marketplace and original content work together? (19:56)Does John have a specific experience he feels defines him as a person? (23:27)What other brands does John admire? (26:45)Does John see any big opportunities or threats staring marketers in the face? (29:46)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 182nd episode of “Marketing Today,” host Alan Hart interviews Soyoung Kang, the chief marketing officer at EOS Products. Soyoung brings a unique perspective and expertise in strategy and brand development.Kang shares her career journey, which started with a bachelor's degree in architecture from MIT. The journey continued with a transition from consulting at Boston Consulting to vice president at Bath & Body Works, leading to her current role at EOS.Since joining EOS, Kang's launched a reboot of the core brand, including the creative identity, strategic vision, product pipeline, messaging strategy, and content. She debuted a new campaign called "Make It Awesome," as well as the EOS flavor lab. When asked what the biggest challenge of driving so much change was, Kang said, “the toughest part of it was truly flying the plane while we were building it." Highlights from this week's “Marketing Today”: Soyoung's fascination with Architecture: "It's a personal passion of mine, and it fuels how I like to think about what I bring to my day-to-day." 01:40A "little detour" for the Fulbright Fellowship. 04:03Recruited into Consulting: "They have a way of thinking that consulting firms see as a strategic potential and a way of breaking down problem-solving." 05:03 Soyoung's adventure into marketing via strategy. 06:02Shifting into a "Head of the Brand" role. 08:05"If I consider the first 10 years of my career as learning how to be a strategic thinker, the next 10 years of my career were really understanding how to create brand stories." 08:58Soyoung's current role as CMO at EOS: "After leaving Bath & Body Works, I really wanted to take on something that was different in scale." 09:46The Unique offering of the EOS brand. 10:40Deciding what to tackle as the first CMO for a company. 11:44The "First 4 Weeks" strategy: understanding the consumer. 14:35The importance of describing your core consumer. 18:19Key strategies and "edit points" on messaging through social media. 19:37 Micro-batch: a unique, new commercial platform. 20:40The approach of the EOS "Make It Awesome" brand campaign. 23:26The amazing success of EOS brand's first-ever "Tik Tok" campaign. 24:39Advice for marketers working with Influencers. 28:50A great example of the importance of a Speed-to-Market strategy: the EOS #flavorlab. 29:32Starting a new role with tons of change: "The toughest part of it was truly flying the plane while we were building it." 33:02The Immigrant experience: the most defining experience of Soyoung's past that makes up who she is today. 34:42Advice to your younger self, if starting over. "There are a lot of ways to get to the ultimate goal." 37:06Brands, Companies, or Organizations to take notice of. 38:10The most attractive opportunities OR pitfalls/threats as a marketer. 39:46What is the future of marketing? 41:26 Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 181st episode of “Marketing Today,” host Alan Hart interviews Jackson Jeyanayagam, the vice president and general manager of direct to consumer businesses at The Clorox Company.  Jeyanayagam's experience spans agencies working with brands like Diageo, P&G, Jordan, and NASCAR to executive digital marketing roles at Chipotle and, most recently, as CMO of Boxed.Jeyanayagam shares about his career and moves from Chipotle to Boxed to Nutranext and the shift from CMO to general manager.  He shares about his approach to growing his teams, the tech stack they are building, and new product launches. “I look for curiosity, empathy, and versatility,” Jeyanayagam on criteria for marketers.Jeyanayagam shares the important role of digital and social in customer engagement and crisis management.  He dives into the critical nature of analytics and performance numbers. Jeyanayagam believes you should always be learning, growing, and working hard to stay ahead of the game. Highlights from this week's “Marketing Today”: Jackson's background in PR, agency work, and path into direct to consumer. 01:35Mentors and their importance in your career. 07:15The interesting switch to direct-to-consumer. 09:30 "Sometime, the roles that don't look sexy on paper might be the best roles for you.” 12:19Nutranext: the products and the vision. 13:07Building the team to be a leader in direct to consumer 14:24The "Bulldog" approach to creating a team. 16:05Critical aspects of great team members. "I look for curiosity, empathy, and versatility." 17:20The differences in running a direct to consumer business. 19:33Nutranext's tech stack and approach to new products. 22:53The brand approach for Objective Wellness. “We felt like Gen X was a forgotten sandwich generation.” 23:52The advantage of building your own tech stack. 25:55Surprising challenges when working under a corporate umbrella. 28:22The key to being a great Manager/Leader. “A good manager gives you autonomy” 29:53The current state of the direct-to-consumer movement. 31:25The experience(s) that defines who Jackson is today. 35:04What fuels Jackson day-to-day? 39:02Brands, companies, or organizations to take note of. 40:07The future of marketing. 41:48 Resources Mentioned:NutranextRowan Benecke (mentor)Corey Dubrowa(mentor)Rainbow Light SupplementsNatural VitalityNeoCellStop Aging NowObjective WellnessLexicon BrandingPeace DirectSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 180th episode of “Marketing Today,” host Alan Hart interviews Kim Feil, chief marketing and strategy officer at Aspire Healthy Energy Drinks.  She spent a number of years as a manufacturer, retailer, and consultant in the industry. Most notably, before turning to board service and fast growth start-ups, Feil served as CMO at OfficeMax, Walgreens, and Sara Lee.  Feil discusses the importance of key mentors in her life, specifically the influence her Dad had on her and the Network of Executive Women, an organization focused on empowering women executives and inclusion in the workplace. On the hard road to inclusion and diversity in the workplace, Feil shares, “it's 2019 and the last Fortune 500 company not to have a woman, finally, put a woman on its board.”Feil gives insight into the startup world through the story of Aspire, a healthy energy drink company that is quickly gaining traction in the industry. Their consumer passion is exceptionally high, and they have been able to move into major markets quickly. Aspire is on track to more than triple again this year and is in 4,600 stores. Feil shares more about their growth plans and "endgame" options.Highlights from this week's “Marketing Today”:Kim's background in journalism and path into marketing. 02:19Mentors and their importance in your career. 03:28The Network of Executive Women, “more of a group that's been mentors to me.” 03:50How to get to the CMO level and stay there. 05:12Combating Imposter Syndrome: “It comes down to how, especially for marketers, it's such a combination of art and science.” 06:57Kim's career shift into board service, startup, and entrepreneurship. 08:04The story of Aspire and what it is. 10:40What's the "endgame" for Aspire? 14:58The difference in marketing at a large corporation vs. a startup. 15:45The importance of Sampling: “Our number 1 marketing strategy.” 16:09The biggest challenges and opportunities for big brands and fast-growth companies. 17:58Discussing the goal of "Naturally Network." “Their intent was to create an ecosystem of natural and healthier food products.” 19:50An experience of Kim's past that defines who she is today. 22:21What three things that fuel Kim day-to-day? 25:05Brands, companies, or organizations to take note of. 26:44The future of marketing. 29:13 Resources Mentioned:Aspire Healthy Energy DrinksNetwork of Executive WomenAll S&P 500 companies now have a woman on the boardNaturally NetworkSkinny SoupingSimple MillsSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 179th episode of “Marketing Today,” host Alan Hart interviews Tariq Hassan, chief marketing officer at Petco. Petco is a leading specialty retailer that's been serving pets and the people who love them for more than 50 years. Petco currently has about 1,500 locations throughout North America and employs approximately 26,000 people.On the show today, Tariq Hassan discusses the transformation that is taking place at Petco, the significant investments that they are making into nutrition, and how all of this impacts their employees, which they call their partners. Hassan shares advice for CMOs looking to get on the same page with their CEOs and organizations. "The line of trust around your leadership table is having shared accountability with your partners, and I think if you want to have aligned trust with your CEO, it starts with being aligned with your leadership team." How does Tariq view career risks? "Sometimes, what is a risk on paper, actually presents itself as the biggest opportunity you have going forward." Also, learn what Tariq Hassan believes is vital about brand ethos: "Brand Ethos is really capturing and understanding what that brand purpose is. But then shaping it, bringing it to life in a way that both your internal organization knows how to activate it, as well as externally making sure your customers know how it is being brought to bear to their benefit." Highlights from this week's “Marketing Today”:What kind of pet does Tariq Hassan have? (01:05)How did Tariq Hassan start his career toward Petco? (02:34)What advice would Tariq give to improve relationships with employers? (04:36)What has Tariq's first year at Petco been like? (06:16)What gave Tariq business confidence at Petco? (09:46)How does he think about brand ethos? (11:10)What has Tariq had to do with partners (employees) to drive change? (15:05)How does he think about transformation, and have there been any factors that have been critical to success? (17:00)Alan and Tariq discuss the pet market and Petco's involvement in. (21:00)How does Tariq think about pet nutrition? (25:03)Is there an experience in Tariq's life that has defined who he is today? (27:15)What fuels Tariq Hassan to keep going in his career and life? (30:29)Are there brands that Tariq thinks we should pay attention to? (31:37)Where does Tariq Hassan see the future of marketing going? (34:40) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this episode of “Marketing Today,” host Alan Hart interviews Justin Parnell,  the head of Oreo brand marketing and senior director at Mondelez.  He has over 15 years of experience building some of the most iconic food and snack brands.Parnell shares with us not only how to survive but thrive in center-store and grocery.  He talks about how you maintain relevance as a 100-year-old cookie as culture changes, as your consumer base changes, and continue to innovate.  He also shares how to be successful in zero-based budgeting (ZBB).Justin discusses the importance of staying relevant in the demanding environment of consumer package goods (CPG).  "The brands that do well place a premium on being distinctive."  Modern-day marketers have to focus on being able to execute great strategies in a way that makes them distinctive.  Parnell shares the necessity for marketers to make an impact on the world in setting the tone for greater inclusivity.Highlights from this week's “Marketing Today”:Justin's background and path towards Mondelez. 01:45Pivotal twists along the journey 03:46How does a CPG brand thrive and grow in a challenging environment? 06:51The importance of being distinctive and willing to evolve. 07:41How Oreo has maintained its relevance as a 100-year-old cookie. 09:56Successfully incorporating diversity and inclusion in your brand story. 15:42Re-defining the "multi-cultural" market. 19:36The latest in digital marketing and how marketers should be using those tools. 21:31Tips on taking marketing "24/7" 24:42What's working to track the younger demographics? 26:20The variety of sources for ideas. 30:03How to quickly capitalize on shifting your product to the culture. 33:00The philosophy for Mondelez on how to approach zero-based budgeting. 35:58An experience of Justin's past that defines who he is today. 38:18What drives Justin day-to-day? 39:32Brands, companies, or organizations to be aware of. 40:50What does Justin have to say about the future of marketing? 43:46Resources Mentioned:Oreo WebsiteWiz Khalifa and Sebastian AdMost Stuff Oreo press releaseMystery Flavor OreoPop Rocks OreoZero-Based BudgetingMy/Mo Mochi Ice Cream – Russell Barnett Marketing Today EpisodeSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this episode of “Marketing Today,” host Alan Hart interviews Dr. Augustine Fou, who is an industry-recognized thought leader in digital strategy and integrated marketing and an ad fraud researcher and auditor for several companies and publishers around the world. He's had 20 years of management consulting experience creating and optimizing marketing strategies across traditional and digital channels.Fou shares the many myths and misconceptions that marketers have about ad fraud. We tackle some questions like: If you have ad fraud detection, are you safe? Shouldn't I be immune if I'm only paying for performance? And, why don't we hear more from industry trade groups?Fou helps to define and categorize ad fraud. He walks us through the various ways that fraud occurs. He shares the limited capability of bot detection companies, which are just looking for invalid traffic (IVT), and how the algorithms are not tuned for anything else. Marketers need to know that whatever you are paying on [click, conversion, etc.] is the specific thing the "bad guys" are going to fake. Fou gives us some fantastic tips on how to combat the pervasive fraud throughout the industry.Highlights from this week's “Marketing Today”:How we define Ad Fraud. 02:41Categorization of Fraud 05:11Limitations of Bot-detection companies and quick ways to detect other types of fraud. 08:43Fou's thoughts on estimates of fraud occurring currently in the industry. 10:38A discussion on "Asymmetric Warfare." 13:21Question 1: I've got fraud detection in place, am I not safe? 17:33Question 2: I only pay for performance, so I must be immune to ad fraud. 21:39An interesting study looking across 800 mobile exchanges. 22:46An Example: the Uber lawsuit. 23:49The key lesson for marketers to know and examples of loopholes. 24:39The importance of looking at your data and not relying on industry trades alone. 29:03A discussion on certifications and accreditations. 30:37The importance of auditing. 31:54What are the multi-million dollar detection companies not seeing, and why? 35:05What should marketers be doing to combat fraud? 40:54What does the world look like without ad fraud? 44:39 Resources Mentioned:Episode 73 with Dr. Augustine FouUber lawsuit against Ad Nets and PublishersAffiliate fraud from Ad Blocker extensionsANA & White Ops reportExample of in-app fraud from VPN appsBackground on Ad Fraud with Augustine Fou from The CMO Club 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 episode of “Marketing Today,” host Alan Hart interviews Catherine Tabor, founder and CEO of Sparkfly, and Nicole West, vice president of digital strategy and product with Chipotle. Chipotle partnered with Sparkfly in 2017 to implement a promotions management platform that streamlined the flow of data in their systems.  Due to this partnership, Chipotle has been able to develop an ecosystem with incredible growth.West shares about her years at Chipotle and their growth during that time.  Growth has occurred in teams, tools, and processes that combine to execute their strategy successfully.  "Customers are craving a frictionless, digital experience.  The more simple and engaging, the better."  The things that haven't changed are just as important. They remain a purpose-driven company, focused on delivering excellent customer experience, and providing the best real ingredients prepared by hand every day.Tabor describes Sparkfly's focus from the beginning as being an "advocate of the brand."  Their goal was to put together a closed-loop attribution platform that connected "in-real-time" merchant POS with 3rd party partners.  The goal was "wanting to help brands be successful and understand the performance of the programs they are running."Highlights from this week's “Marketing Today”:Nicole shares about Chipotle's growth and digital strategy. 02:31What was Chipotle trying to solve with their digital and marketing efforts? 04:49What are the considerations for bringing on a new service provider or partner? 06:10What was it about Sparkfly that "sparked" your partnership? 07:06Catherine shares the "spark" for Sparkfly. 08:25The "glue" that holds together numerous activities. 10:25What makes Sparkfly "stand out." 11:58Nicole shares about the "ally" mentality of Sparkfly. 12:37The programs possible at Chipotle due to the partnership with Sparkfly. 14:00Why Chipotle stands out as a "digital leader" in the industry. 15:41Advice for top-level marketers. 17:40Nicole's past experiences that have defined her as a person. 19:47Catherine's past experiences that have defined her as a person 21:42What advice would Nicole give her younger self? 24:13What advice would Catherine give her younger self? 24:35Brands, Companies, or Causes to take notice of. 25:25Nicole's vision for the future of marketing. 27:06Catherine's vision for the future of marketing. 27:49Resources Mentioned:Chipotle partnered with Sparkfly in 2017Chipotle's recent success in digitalSparkflyChipotle Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this 175th episode of “Marketing Today,” host Alan Hart interviews Wiemer Snijders, author, editor, and curator of the book "Eat Your Greens: Fact-Based Thinking to Improve Your Brand's Health." With an emphasis on a scientific-based, self-learning, Snijders brought together a collection of incredible people to share a variety of perspectives on topics around branding and marketing. Today on the show, Snijders focuses on the creation of the book, what it took to pull it together, and the insights from so many innovative thinkers, especially those that base their findings on scientific facts.Snijders explains the structure of the "Eat Your Greens" and why he wanted to structure it in an easily digestible way. He wanted to provide a means for people to quickly pick up the book, read some short, topic-based articles, and challenge them to dive into those topics further. It's very much like "looking at a selection of painters from a certain period or style, and indulge on that, and exit a richer person."Snijders describes the setup to the book and the broad "briefing" for the book. He told people, "you can write about anything; you just have to back it up with facts." The first chapter was designed to focus on the fundamental ways we make choices as consumers. How do you approach the reality that "about 40% of your customers are going to only buy once, in five years?" How does that shape what we do in marketing?  Snijders shares about the importance of focusing on evaluating/growing that group of people. "How do you actually measure effective advertising? Snijders shares incredible insights on how to use the limited amount of time we have to share our messages.Highlights from this week's “Marketing Today”:What was the reasoning behind building a compilation book? (01:48)How did Wiemer find and pick those that would appear in the book (04:24)An interesting answer to whether Wiemer has a favorite chapter. (06:31)Whom do we need to hear from next? (07:05)The 1st Chapter and "set up" for the book (08:25)The fundamental and well-established things in customer choice. (08:55)The "banana" visual of distribution. (13:41)Focusing on "Value-based" marketing (18:21)Why Wiemer focuses on "purpose" and "unique selling propositions." (22:54)Why the "Essence of Branding" is so vital. (28:10)Exciting insights into consumer purchasing behaviors (30:02)What opportunities does Wiemer see for marketers today? (32:09)Digging into the idea of "Creative Publicity." (33:27)What defines and makes up Wiemers past? (35:47)What personally drives Wiemer? (38:27)Wiemer's advice to his younger self. (39:58)Who should we follow or take notice of? (40:50)What does the future of marketing look like? (43:44) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this episode of "Marketing Today,” host Alan Hart interviews Marcus Startzel, Chief Executive Officer at Whitebox. Whitebox is powering the D2C economy, providing an entire eCommerce operation in a single package. They combine all the functions of the eCommerce process into one service, making it easy for a manufacturer or a brand to sell on a global level and shrink their overhead. They just closed a $5 million Series A funding round led by TDF Ventures. Startzel's previous experience includes chief revenue officer at AppNexus, chairman and CEO at MediaGlu, and general manager at Millennial Media.On the show today, Startzel discusses the direct-to-consumer economy, many of the current trends in D2C, some examples from his client base at Whitebox, what Whitebox is all about, and who is doing D2C well from large companies to smaller digitally-native companies. He also discusses the importance of having powerful awareness campaigns, great reviews, and having strong partners.Startzel defines Whitebox by saying, "In its simplest form, Whitebox is an eCommerce technology sales and logistics platform. Very plainly spoken, we help our clients sell stuff and move stuff as they engage with consumers." What does it take in Startzel's opinion to succeed in D2C? "The bottom line is you have to have a great product. Great products shine. You could have great marketing that sells an average product. But when you are talking about standing up a direct-to-consumer today and taking it to market, it's got to start with a great product that answers some consumer demand." In terms of advice, Startzel shares, "Be more confident in your talents. You can do much more than you think."Highlights from this week's “Marketing Today”:Where did Marcus start his career? (01:23)Marcus shares what transferable skills he learned as a submarine officer. (03:01)What is Whitebox? (04:55)What role does Whitebox play in the D2C space? (06:16)What does it take to stand up for a D2C brand? (11:34)Are there other advantages of selling on other platforms other than their own? (14:14)What advantages does Whitebox provide to the customer? (19:10)Are there any large companies that he feels are playing the D2C game well? (22:09)Is there an experience in Marcus's life that has defined who he is today? (26:03)What advice would he give to his younger self? (29:56)What fuels Marcus Startzel to keep going in his career and life? (30:55)Are there brands that he thinks we should pay attention to? (32:17)Where does Marcus see the future of marketing going? (33:56)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this episode of “Marketing Today,” host Alan Hart interviews Dara Treseder, Chief Marketing Officer at Carbon. Before Carbon, Treseder was the CMO at GE Ventures, which is GE's corporate venture capital arm and GE's business innovations, focused on new business creation and new marketing development and technology licensing. Before GE, Treseder led various marketing efforts at Apple and Goldman Sachs. Today on the show, the discussion with Treseder revolves around her current role at Carbon, her Nigerian roots, as well as insightful lessons and mentors she has had, along with marketing and product developments. Dara explains what Carbon is, which is the world's leading digital manufacturing platform, helping companies accelerate product innovation. She talks about the three key things that were critical during her entrance into Carbon: elevating Carbon as a brand, having people understand who Carbon is/what they do/why it matters, help drive growth and make sure the marketing and communication are set up for success. She also shares how Carbon uses technology and innovation to protect football players and how they marketed this idea during a Super Bowl.What made Treseder such an excellent fit for Carbon? She says, “at the core of who I am, I am an analytical thinker. But I am also a true creative. I love marrying art and science. And I think, you know for the future of marketing, that is what it is all about.” Treseder discusses things that Carbon does to impact the marketplace, “it is all about how can you use data and technology to reach people and how can you communicate and connect with people in a way that truly resonates with them.” What does it take to be as innovative as Carbon has consistently? “The only way you can really create these breakthrough products is innovation across those three elements: the software that you use to design, the hardware that you use to make it, and the material from which the product is actually made.”Highlights from this week's “Marketing Today”:What does Dara miss the most about Nigeria, and what is her favorite food? (01:40)Where did Dara start her career? (04:06)What was her charter as she was coming into Carbon? (06:50)What exactly is Carbon and when was it founded? (07:35)Dara talks about her past start-up and what a ‘fat start-up' is? (08:37)What drew Dara to Carbon itself? (10:40)How are partnerships driving Carbon's business? (12:33)How did Dara turn around a Super Bowl in early February so quickly after just joining in December? (15:10)Dara discusses a new Carbon bike saddle that they are crafting. (20:31)Is there an experience in Dara's life that has defined who she is today? (22:39)What advice would she give to her younger self? (27:00)What fuels Dara Treseder to keep going in his career and life? (27:43)Are there brands that she thinks we should pay attention to? (29:11)Where does Dara see the future of marketing going? (30:32)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During this episode of "Marketing Today,” host Alan Hart interviews Ashley Daly, president and founder at BeCandylicious. Before becoming an entrepreneur, Daly was the senior vice president of global marketing at Experian Marketing Service. BeCandylicous, a direct-to-consumer fashion brand, is a dream come true for Daly. She discusses growing the sales of BeCandylcious through social media, digital promotion, and word-of-mouth, expanding the company's reach by signing her first retail distribution deal with Dylan's Candy Bar, and what inspires the company's concept of kindness.Daly talks about turning 40 and wanting to spend more time with her family. She delves into how her passion for design and her over 15 years of marketing experience came together to push her towards creating BeCandylicious. Having a young daughter that likes to dress like her and not finding the right options opened a niche that needed filling for Daly. BeCandylicious makes the clothing in youth sizes also available in adult sizes. With a focus on paying it forward, the brand reinforces positivity and kindness, and the fact that sometimes your clothes can do the smiling for you. How did technology play a role in Daly's career? "I have always been, throughout my career, at the forefront of technology, doing a lot of education on the benefits of the technology." Living in an era of high technological advancement has been helpful because, "we have more opportunities than we've ever had because of that technology and we've actually built our website and e-commerce platform on Shopify, where originally I wanted to build something from the ground up." What advice does Daly have for start-ups and entrepreneurs? "An idea is only as good as it is executed. So many people will have ideas. It's those that actually are willing to implement them and put in the hard work and chase after it and make it a reality that separates those from just ideas."Highlights from this week's “Marketing Today”:Why did Ashley Daly leave the world of marketing to start BeCandylicious? (01:31)What was Ashley's career path and who helped to spark it? (02:50)When did you know that you had a company and not just an idea? (07:41)Ashley talks about what BeCandylicious is and how the merging of candy and clothes came about. (12:32)How did Ashley respond when she had a few doubters early on? (21:37)What is the “Collection of Hope?” (22:24)How did Ashley launch BeCandylicious? (26:10)In the first three months, BeCandylicious sold to every single state in the United States. (28:55)What were the biggest adjustments to becoming an entrepreneur? (30:55)How is she focusing on growth now moving forward? (33:37)How has feedback influenced the brand? (37:00)Does she have any concerns about the marketplace? (40:08)Is there an experience in Ashley's life that has defined who she is today? (45:27)What advice would she give to her younger self? (46:43)What fuels Ashley to keep going in his career and life? (47:00)Are there brands that she thinks we should pay attention to? (47:46)Where does Ashley Daly see the future of marketing going? (49:16) 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.

During this episode of “Marketing Today,” Alan Hart interviews Joseph Jaffe, co-founder at the HMS Beagle, author, consultant, keynote speaker, and thought leader on marketing and change. Jaffe's current book, “Built to Suck: The Inevitable Demise of the Corporation...and How to Save It?” addresses the ideas behind why companies are heading towards a collision course with their demise. Jaffe provides tangible ways to address how survival is a gift to right the wrongs to achieve preservation in our capitalist system.Jaffe talks about the failing of business models and why marketing has to get better, extremely fast. Marketing may still not be enough to save corporations, without capitalism itself evolving. Jaffe also breaks down what he feels are the four pillars of how not to suck, which are: digital disruption, talent resurrection, customer obsession, and corporate citizenship. Digital was always meant to disrupt and turn businesses on their heads.Jaffe talks about the HMS Beagle and its mission statement to help people adapt, “when we talk about digital, and we talk about social, and we talk about innovation and start-ups, at the end of the day, if you had to try and find one common thread and line that runs right through it would be the ability to change.” Jaffe talks about how companies lose their competitive edge when they are scaling with such a huge global footprint that they struggle to adapt quickly, “‘overhead, in and of itself, has become this cement block that is kind of dragging us down to the bottom of the ocean.” He also talks about how “losing money is the enemy or at least the foil of short-term ROI,” and why meetings that are only creating more meetings without creating tangible solutions are filled with “oxygen invaders” that aren't adding anything and are slowing down the process.Highlights from this week's “Marketing Today”:Where did Joseph start, and how did he get to where he is now? (01:55)Why this book and why now? (05:32)Are growth and scale a strength or a weakness? (11:03)What does he mean by “age," “the nature of public ownership," and “culture”? (18:57)Joseph talks about short-term return-on-investment. (26:48)What are the four pillars of not sucking? (30:24)What is the survival planning canvas, and what value does it provide to companies? (37:10)What should marketers do and not do these days? (43:01)Is there an experience in Joseph Jaffee's life that has defined who he is today? (48:03)Do they have a Nando's in London? (50:30)What advice would he give to his younger self? (51:42)What fuels Phil to keep going in his career and life? (54:32)Are there brands that he thinks we should pay attention to? (57:06)Where does Joseph Jaffee see the future of marketing going? (1:00:52) 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 episode of “Marketing Today,” host Alan Hart interviews Phil Harvey, Chairman DKT International, a non-profit family planning and A.I.D.S. prevention organization. Also, Harvey is a major shareholder of PHE Incorporated, the holding company for Adam & Eve, a mail-order company that sells products for better sex life. Harvey is also the founder of the DKT Liberty Project and an ardent libertarian. Even at his current age of 81-years-old, Harvey still has a few goals that he is after.Harvey discusses his early years starting a business and a nonprofit organization simultaneously but how the charitable actions that come out of PHE are mostly individually based. Find out how DKT last year was supplying contraceptive products for 44 million couples in the developing world. Understand his beliefs regarding competition as the heart of the capitalist society. He also shared his legal battles for liberty that ended up costing around $2 million and the attacks that he faced as they pertained to sex-related product sales. And probably most important and impactful to me, is the story from his time in India that illustrates the importance of integrity to Harvey. Phil Harvey discusses why he believes companies shouldn't be forcing themselves to appear to be charitable, “I am generally opposed to trying to turn a commercial corporation into some kind of brand for saving the world. I don't think it is appropriate. It is a distraction, and often it just doesn't work very well." The simplicity and scalability of social marketing, not to be confused with social media like Facebook and Twitter, Harvey explains “social marketing in this context means the use of commercial marketing techniques to achieve social ends.” Find out why Phil Harvey believes that “advertising more specifically, I think is blamed for various societal ills. But I don't agree that marketing, particularly when you use that term, is a troublesome term in the nonprofit world.”Highlights from this week's “Marketing Today”:How is Phil different from the man he was back in 1961? (02:30)How has Phil used commerce to do good in the world? (05:56)Why did he create a business and a nonprofit business at the same time? (13:01)Phil explains the social marketing of DKT (26:14)Did Phil face marketing resistance in the nonprofit space? (40:28)What does Phil think about the state of business today? (52:05)Phil discusses how many of his legal battles that have made it all the way to the supreme court. (55:00)Where does this fighting spirit come from? (1:01:43)Is he thinking about retirement anytime soon? (1:09:55)Is there an experience in Phil Harvey's life that has defined who he is today? (1:11:39)What fuels Phil to keep going in his career and life? (1:15:42)Are there brands or causes that he thinks we should pay attention to? (1:17:21)Where does Phil Harvey see the future of marketing going? (1:23:28) 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 episode of “Marketing Today,” host Alan Hart interviews Alexandra Dimiziani, co-founder and global managing partner of TwentyFirstCenturyBrand. Dimiziani's previous career experience includes working at Airbnb as first the head of marketing, EMEA based in London, and then as the global marketing director in the San Francisco Bay Area. Dimiziani's experience at Coca-Cola was as the global creative director for still beverages, new products, corporate social responsibility based in Atlanta and then as the marketing content director for Northwest Europe and the Nordics. Dimiziani talks about how her career has benefitted from shifting between advertising and marketing, as well as among other pursuits and interests like working in Rwanda and Burundi, getting her masters in investigative journalism, and writing a novel that led to death threats.  Dimiziani discusses graduating from university at the young age of 19 with a bachelor's in business administration and working at the ad agencies Bozell and DDB. She learned about extreme poverty when backpacking by herself through Ecuador, East Africa, India, and Southeast Asia, gained global awareness and compassion for underprivileged communities, which coincided with her own feelings of being an outsider. Dimiziani shares the vast commercial marketing-meets-community responsibility insight she learned and applied while at Coca-Cola, Airbnb, and while launching TwentyFirstCenturyBrand.She is driven by personal growth, by going past her limits, gaining an advantage by standing out from the crowd, and being a lateral thinker because she has had such varied real-life experiences. Dimiziani shares, “I believe that's when most innovation truly occurs in this sort of mash-up of insight and understanding across subject areas.” Why do companies need a tight brand narrative centered around purpose? “So, the world understands why it needs the brand, but also what it can hold the brand accountable for. And, so when that narrative goes out into the world and is molded, rightly so, by the community, it is still recognizable.” She discusses TwentyFirstCenturyBrand's most popular offering called the ‘brand blueprint,' which she articulates as, “what a brand aspires to stand for in the hearts and minds of its communities. And that results in a brand narrative that unites the vast and various stakeholder communities...from consumers to employees, to partners, to investors...and acts as the foundational reference that helps the workforce make better, faster decisions that deliver on-brand consistently.”Highlights from this week's “Marketing Today”:When Alexandra Dimiziani isn't advising brands, does she work as a C.I.A. agent? (01:38)Alexandra introduces herself and her early work experience. (03:12)What was the novel about that Alexandra wrote? (08:50)What inspired her move to Coca-Cola? (09:25)Alexandra discusses moving to London to get her degree, meeting her husband, and joining Airbnb. (10:56)How was Alexandra shaped by getting her degree at 19? (14:28)In what ways does Alexandra take strength from her variety of experiences? (17:55)What did she learn while working for Airbnb? (21:45)How did TwentyFirstCenturyBrand get started and what does it offer? (29:28)What are the values of TwentyFirstCenturyBrand? (38:32)Is there an experience in Alexandra Dimiziani's life that has defined who she is today? (43:43) 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 episode of “Marketing Today,” Alan Hart interviews Anas Ghazi, Growth Officer at Kantar. Ghazi's path to Kantar stems from his background in computer programming, his work in data analysis at TransUnion then data analytics and digital marketing platforms at American Express. He then headed to WPP, working on their data alliance initiative, of which he eventually became CEO of, before his current role of driving growth and partnerships at Kantar.Ghazi discusses growing up in Wembley outside of London, watching a lot of Sylvester Stallone movies and initially becoming an actor. He then talks about transitioning to becoming a data engineer at TransUnion in Chicago and working on portfolio reviews for customer banks. Ghazi also opens up about his move the New York and American Express work, as well as, his early days of digital data at WPP working on the company's data alliance initiative. We also cover the current state of WPP's proposed sale of a majority stake in Kantar and how Kantar is transforming and consolidating under the parent brand.What did Ghazi do when he went from Chicago at TransUnion over to New York City, the center of the world's financial markets, to work for American Express? “I was a part of the analytics and capabilities group, and for about four weeks where my role was to pretty much oversee the relationships with the credit bureaus.” He quickly was tapped to help the company's digital transformation efforts for risk management and card management units and bringing in data partnerships with outside partners. Anas then made another leap over to WPP, “I started off as a director and then I began doing these partnerships and then began doing expansion and then moved my way up from director to global director to managing director and then to CEO in about three and a half-ish years.” Anas on his latest role at Kantar, “we are in really exciting times at Kantar. We are a data, insight, and consultancy firm. We do all three, and we do them well.”Highlights from this week's “Marketing Today”:Anas Ghazi introduces himself and his experience once pursuing a career in acting. (01:24)Anas talks about his business experience at TransUnion. (04:33)What was the prompt for Anas to go from TransUnion to American Express? (11:13)Has data been the common thread for his career? (14:52)Anas talks about his transition into WPP. (17:00)What was it that brought Anas over to Kantar? (23:34)Multi-skilled people that think outside of the box are often overlooked in the business world. (30:30)What types of thoughtful and meaningful work is Kantar doing? (33:02)What does the recapitalization of WPP mean? (35:35)How can businesses effectively apply diversity reports? (37:26)Is there an experience in Anas's life that has defined who he is today? (38:00)What advice would he give to his younger self? (45:15)What fuels Anas to keep going in his career and life? (46:08)Are there brands that we should pay attention to? (46:56)Where does Anas see the future of marketing going? (50:48) 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.

During this episode of “Marketing Today,” Alan interviews Penny Wilson, the chief marketing officer at Hootsuite, the social media software company that enables users to integrate digital profiles and share scheduled content, run online campaigns, and manage analytics. With a degree in computer science, Wilson offers a unique perspective on social media and marketing that is steered by data.Wilson talks about Hootsuite's growth, going from 10 million users to 18 million users. She also offers her understanding of the importance of being customer-first and helping them add value and mature in their social media usage. Learn why she believes employees are the most important source of information about a company, reasons why marketing will become not just more personalized but also more permission-driven, and what it takes to increase trust in social media.Wilson defines the type of marketer she is by stating, “I am very data-driven as a marketer. So, I look for tying whatever I do to the results I can drive.” She highlights her marketing approach by sharing, “I use an acronym called ‘ACE,'...A.C.E. The ‘A' stands for ‘advocacy.' The ‘C' stands for putting ‘customers' at the center of everything you do, and then the ‘E' stands for building an ‘ecosystem' so you can really use the information effectively.” If you need a reason why customer service is key to your company, take Penny's word for it, “customers have very practical reasons for giving us their attention on social. They have a moment of need. Customer service is typically ranked as the number reason that they want to talk with a company.”Highlights from this week's “Marketing Today”:Penny Wilson introduces herself and explains her career path. (01:32)How does her degree in computer science impact her marketing work? (04:03)What was Penny's transition into marketing? (04:37)While at Hootsuite, what has Penny been focused on? (08:11)Penny shares her perspective on the need for companies to use social media. (09:15)What is driving Hootsuite's growth? (15:09)What advice does Penny have for marketers as it pertains to privacy? (16:52)What does Penny Wilson see as the biggest trends for social media? (18:30)Are there any experiences in Penny's past that have helped define who she is today? (21:59)What advice would Penny give to her younger self? (25:10)What currently fuels Penny to keep going today? (26:13)Are there any companies, brands, or organizations that Penny Wilson believes marketers should pay attention to? (27:18)What does Penny Wilson feel is the future of marketing? (29:40) Resources Mentioned:Consumers Yearn for Privacy, and Marketers Will Need to Respect That in 2019 (Adweek)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” host Alan Hart interviews Penny Baldwin, the senior vice president and chief marketing officer at Qualcomm. Baldwin is actually the first CMO ever at Qualcomm, a leading cellular technology company that specializes in wireless solutions and is an architect of 5G technology. Baldwin's past career experiences include general manager, global brand management, and new technology group marketing at Intel, as well as CMO at McAfee, and senior vice president of global brand strategy and marketing at Yahoo!.Baldwin talks about the growing excitement and capabilities around 5G technology and what exactly that means to marketers. She clearly explains several 5G capabilities like browsing the web five times faster and being able to download a movie in a minute, and how 5G can be used in entirely different industries like healthcare, retail, and autonomous vehicles. She discusses her early years in advertising and even opens up about her upbringing, having two deaf parents.Baldwin discusses her wide-ranging advertising and marketing experience by saying, “Once you cross over from the agency side to the client side, you come to realize that marketing is so much more robust than any one discipline or channel.” She continues by stating, “the entire marketing mix needs to be orchestrated on a much bigger stage and no one component apart is more important than the other.” 5G isn't the first time Qualcomm has created a large technological advancement. Baldwin says, “thanks to Mobile GPS, we gave rise to Uber as an entirely new business model. Riding-sharing didn't exist before 4G technology was available.”  Highlights from this week's “Marketing Today”:Penny Baldwin introduces herself and how she began her career in advertising. (01:18)What was Penny's experience like at tech companies like Yahoo and Intel? (01:54)What does Qualcomm do and how does it fit into the global technology ecosystem? (02:36)What is 5G and what makes it so transformative? (04:48)What does it mean when your brand becomes the industry standard? (07:05)How does Penny market all of this advanced technology to the marketplace? (08:01)What are some new uses and experiences that 5G will enable? (09:37)What does Penny's marketing team organization look like? (12:35)What applications in marketing can be related to 5G? (15:20)Is there an experience of Penny's past that has made her who she is? (19:37)What advice would Penny Baldwin give to her younger self? (21:47)What fuels and motivates Penny these days? (22:22)Are there any companies, brands, or organizations that Penny Baldwin believes marketers should pay attention to? (23:21)What does Penny Baldwin feel is the future of marketing? (24:07) 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.

Today I'm excited to announce that Marketing Today with Alan Hart will be distributed by AList. AList is an award-winning media platform providing over 1.3 million members of the media and marketing community with insights, trends, data and analysis via their site (alistdaily.com), events and newsletter. Marketing Today will be a prominent part of AList going forward. You will be able to access the show at alistdaily.com staring this Wednesday as well as the show page at marketingtodaypodcast.com. Don't forget to subscribe to Marketing Today with Alan Hart on you favorite podcast app. Lastly, I love to hear from listeners, so please contact me and let me know what you like or if their is a guest you'd like to hear from or topic you would like to be covered. I look forward to hearing from you. Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This episode of “Marketing Today” was recorded live at the 2019 Incite Group Brand Marketing Summit in San Francisco. The topic of this panel discussion was “A Brave New World - Developing a Culture of Marketing Innovation.” Host Alan Hart moderates the discussion that includes Russell Barnett, CMO of My/Mo Mochi Ice Cream, Karen Kelly, marketing director, at The UPS Store, and Alison Herzog, former marketing director, global social business and digital technology at Dell.The panel discusses the importance of flexibility and the willingness to do something different, why employees have to know what your ‘why' is and buy into it, why innovation is the heart and soul of success, why you should be data-informed instead of data-driven so that you are still following your gut. Also, learn more about why marketing isn't dead, it is just evolving, why you need to give people the chance to spend some money or to fail if that is what it takes, and the importance of getting out of the office for new ideas.Alison Herzog shares her must-have for marketing innovation when she states, “You have to have a culture of trust. So that anybody can speak up, whether they want to call you to the carpet and say ‘I think that is a terrible idea,' or be willing to throw out things that feel crazy.”Karen Kelly explains how the guarded gates of innovation can open up when you, “Give people permission to spend some money. Let them try some new tactics. Let your agencies try some new tactics.” Russell Barnett explains how he encourages younger employees by stating, “I want to understand who people want to be when they grow up. Because I am on my way out.”Highlights from this week's “Marketing Today”:All the panelists introduce themselves and offer their must-haves for marketing innovation. (01:28)What are the necessary ingredients to drive innovation? (03:38)How do they get their marketing ideas? (09:42)What do they think of innovation titled roles in marketing teams? (18:06)What is their brainstorming process for products and brands? (20:27)What is the best way for a marketing team to propose and implement innovative tactics in the corporate world? (22:12)How do you structure innovative brainstorms or processes to try to spark the creative synergy or creative thinking? (26:35)How does one eager millennial marketer convince one very old school team to go into the modern age? (31:27)When will My/Mo Mochi Ice Cream have a two-ball single-serve pack of Mochi balls? (36:10)How can you affect change to try new things when you are lower on the totem pole? (37:59)How much do you rely on regional test marketing before launching nationally? (39:55)What does the future of marketing look like? (42:25)Resources Mentioned:Upcoming Incite Group Brand Marketing Summit – Oct. 21-22 in NYCMy/Mo Mochi Ice CreamThe UPS StoreDellSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's “Marketing Today” was recorded live at the 2019 Incite Group Brand Marketing Summit in San Francisco. The topic of this panel discussion was “Storytelling Deconstructed: The Hard Data Behind Emotive Creative.” Host Alan Hart moderates the discussion that includes Nathan Thornburgh, Co-Founder and CEO of Roads & Kingdoms, an independent media company, Noah Jacobson, SVP, Corporate Development & Strategy at TapClicks, a technology company that aggregates data sources, and Brian Border, Former Vice President of CRM at Shutterfly, an on-demand printing company.The conversation covers the evolving relationship that data plays in brand storytelling. Highlights include the importance of engaging with customers and understanding their buying habits, the power of having a clear point of view with your content, what it is like when your story needs to pivot or change all together, and what is needed to connect with consumers in a manner that doesn't feel forced.Noah Jacobson describes the importance of data by saying, “It really starts with understanding your audience. Understanding what's that story you want to tell. And then once you've got that, the ability to really know what data is required to tell that story.” As the former vice president of CRM at Shutterfly, Brian Border stated, “As a marketing organization, we had to push hard for engagement and storytelling metrics to have a seat at the table when business discussions were happening.” On the topic of having clear and consistent messaging, Nathan Thornburgh shares that “When you are creating something, it's got to have your point of view. Otherwise, there is nothing to grab onto as a viewer or a listener.”Highlights from this “Marketing Today” conversation include: All the panelists introduce themselves. (01:35)What advice would Noah give to marketers about data? (03:36)How did Brian balance showing conversion and non-conversion-focused content at Shutterfly? (05:20)Brian discusses working on making better use of customer data to see who is most likely to make purchases. (10:24)Nathan talks about working with Anthony Bourdain. (11:32)Just how important is content with a point of view? (13:12)How does the data come back into the equation on the distribution side? (15:17)Brian discusses a Shutterfly holiday campaign and using data. (16:29)What are the watch outs for piecing together the right stories? (19:19)Nathan discusses first-ever branded content piece winning an Emmy Award. (22:05)How can brands be responsive but not too reactive with storytelling and engagement? (25:46)What roles are needed for effective data storytelling? (27:33)Brian shares an example of a mistake with display marketing. (30:00)How do you avoid confusing customers as your story evolves and changes? (32:00) 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.

This week on “Marketing Today,” host Alan Hart interviews Navid Jafari, director of marketing and corporate communications at PeerNova, a blockchain and fintech solution provider to financial service market. Jafari tackles blockchain, distributed ledger technology (DLT), and fintech marketing, as well as, influencer marketing in B2B. This was the first of three episodes recorded at Incite Group's Brand Marketing Summit in San Francisco.Jafari discusses what blockchain is and how it is being leveraged and talks about the podcast that he has launched with PeerNova about all things blockchain, called Chain in the Valley. Jafari on blockchain, “foundationally, it brings a level of trust to the database or application you are building.” He adds that blockchain can be seen as lens or added transparency and visibility to transactions. He also states that, “in order for blockchain to have any value, you need to bring that and you need to couple that with things like cloud technology or things like big data technology in order to actually see any benefits of it.”Additionally, Jafari discusses how he is implementing the use of B2B marketing influencers. On influencer marketing, Jafari says, “I think what is key about influencer marketing is that it adds credibility to your brand.” Beyond marketing, Jafari also shares a very personal story and transformative experience, which should make us all reflect.Highlights from this week's “Marketing Today”:Navid Jafari introduces himself and explains his career evolution. (01:35)What exactly is blockchain and what is it not? (02:28)What are the dos of B2B marketing influencers? (06:51)An influencer doesn't have to be a person, it can be a brand itself. (09:45)Where does Navid find influencers in the B2B world? (10:46)How do you engage with influencers? (12:39)Has PeerNova been able to create mutually advantageous partnerships? (14:49)Don't try to micromanage influencers. (16:55)Has there been an experience in Navid's past that made him who he is today? (17:49)What advice would Navid give to his younger self? (20:09)What drives Navid these days? (21:14)Are there any companies, brands, or organizations that Navid believes marketers should pay attention to? (21:39)What does Navid feel is the future of marketing? (23:12)Resources Mentioned:PeerNovaChain in the Valley podcastUpcoming Incite Group Brand Marketing Summit – Oct. 21-22 in NYCSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan interviews Mayur Gupta, the chief marketing officer at Freshly. Mayur's experiences include past roles as vice president of growth and marketing at Spotify as well as at Kimberly-Clark as the global head of marketing technology and innovation and then as the global head of the omni channel experiences and platforms.Gupta talks about the current state and future state of marketing from his unique perspective of an engineer and having obtained a master's degree in computer science. He also shares insight on Freshly's target goal of providing food and wellness to over 100 million people, the importance of having a point-of-view in marketing, and his definition of growth that includes the growth of the brand, the user base, and the user value.Gupta also delves into the constant changing of ideas and strategy in marketing by saying, “The goal is not to kill that chaos. The goal is not to bring calm. But, it's how you harness that chaos on the internal culture.” He states that the Freshly belief is that “nutrition is the single largest influencer of your well-being” and “the core of Freshly is the intersection of convenience, health and taste, and access/affordability.”Highlights from this week's “Marketing Today”:Mayur Gupta introduces himself and explains growing up in India. (01:10)What was Mayur's path into his career? (05:25)What were his transitions like between SapientNitro, Kimberly-Clark, and Freshly? (09:00)What is Freshly and where can people find it? (12:39)Has being a younger CMO affected Mayur's perspective on marketing? (15:49)How does he stay current in all that is steadily changing in the field? (19:38)How does Mayur describe the state of data, privacy, and fraud in marketing? (22:09)What are the biggest technological threats to marketers? (24:38)What would it look like for academia to train future marketers? (26:23)What has Mayur learned from his various opportunities? (29:16)Has there been an experience in Mayur's past that made him who he is today? (31:58)What drives Mayur Gupta these days? (35:17)Are there any companies, brands, or organizations that Mayur believes marketers should pay attention to? (37:56)What does Mayur feel is the future of marketing? (39:28)Resources Mentioned:FreshlyBuddhismSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” host Alan Hart shares a two-part interview with Marc Pritchard, Chief Brand Officer, and Virginie Helias, Chief Sustainability Officer at Procter & Gamble (P&G). Pritchard, who has worked at P&G for an impressive 37 years in multiple capacities, talks about the business justification for sustainability on the heels of the Sustainable Brands Summit in Detroit. Helias also has an amazing 31-year career thus far at P&G, and she discusses programs that deal with sustainability being spread across the company worldwide.Pritchard talks about a new initiative called Brands for Good, the importance of using the voice of companies and brands as a force for good, particularly with the Brands For Good initiative, and even a personal story of how he came to understand how businesses carry a huge responsibility to the world. Helias talks about the Ambition 2030 program at P&G, the company's work with the World Wildlife Fund's new resource plastic initiative, how P&G has started the Loop pilot program to replace disposable packaging with waste-free packaging, and working towards having no P&G waste winding up in the ocean.Pritchard talks about the power of brands and companies become socially and environmentally responsible by saying, “What I found is that when companies and brands come together and focus on a common mission, what it allows them to do is hold each other accountable, share best practices, find ways to challenge each other to innovate and it drives much more collective action.” Pritchard shared some interesting statistics about consumers and the brands they choose, “9 out of 10 consumers say they have a more positive image of a company or a brand when it supports a social or an environmental cause. More than half say they make purchase decisions based on shares beliefs with brands.” Helias gives us an immediate way of washing we can all help the environment, “The biggest environmental impact based on life cycle assessment is really the temperature washing machine. It is 80% of the carbon footprint.” Virginie tells us about the goal of Ambition 2030 as being, “Really, what we want to do by 2030 is reinvent the model of consumption.” Highlights from this week's “Marketing Today”:How does Marc Pritchard think about the Sustainable Brands Summit compared to other conferences he has attended? (01:27)What is the Brands For Good coalition about? (02:34)What did Marc learn from the research that drove why they are getting involved in sustainability? (04:35)Who are the other companies that are joined P&G in Brands For Good? (07:45)What makes Brands For Good different from what other brands and companies are doing? (10:27)Are there any experiences in Marc's past that have helped define who he is today? (16:02)What advice would Marc Pritchard give to his younger self? (18:42)What does Marc Pritchard feel is the future of marketing? (20:24)Virginie Helias introduces herself. (22:53)Virginie Helias talks about her role in sustainability at P&G. (23:20:)What is the World Wildlife Fund's new resource plastic initiative? (28:11)What is involved in the Loop pilot program to replace disposable packaging with waste-free packaging? (31:16)What is the end goal of Ambition 2030? (35:52)What are the top priorities of a brand leader to make an impact in sustainability? (37:47) 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.

This week on the “Marketing Today” podcast, Alan talks with KoAnn Skrzyniarz, founder and CEO of Sustainable Brands Worldwide. Skrzyniarz has worked as the founder and president of Organizations That Work, and in the roles of senior vice president, vice president, and group director at Miller Freeman Inc.Skrzyniarz discusses Sustainable Brands Worldwide's publishing platform's impressive growth, the goals and aims for Sustainable Brands, all the offerings they provide including education, research, content, and events, and the opportunities and threats to current marketers. Also, get a deeper understanding of Sustainable Brands' peer-to-peer corporate member learning group that is made up of about 80 global companies at the commit stage to finding sustainable solutions. The organization's corporate members include National Geographic, Procter & Gamble, Pepsico, Target, CVS Health, 3M, BASF, Cisco, UPS, Dow, and ALDO among others.Skrzyniarz shares a few of the stats released to Sustainable Brands' efforts: “Today we have about 2 million readers every year that are reading our digital publishing material,” Skrzyniarz says. we have about 35% of our audience that is coming out of brand strategy, marketing, and communications.” Skrzyniarz goes on to explain, “We decided early on that we would have the most leverage if we really targeted trying to drive system shift primarily in consumer-branded companies.”Tune in next week for Marc Pritchard, chief brand officer, and Virginie Helias, chief sustainability officer at Procter & Gamble. Pritchard and Helias discuss new announcements at Sustainable Brands Summit and new initiatives the company is undertaking around sustainability. Highlights from this week's “Marketing Today”:KoAnn Skrzyniarz discusses herself and how she got her start in her (01:13)What was KoAnn's mission with Sustainable Brands? (04:50)What is the “theory of change” model that Sustainable Brands has? (06:23)What has been the impact of their publishing platform and conferences? (08:19)How has their membership evolved? (10:29)What are the goals of their events and who are intending? (14:18)What does she feel are the great opportunities for brands in sustainability? (16:02)What has KoAnn learned about revenue growth and talent decline? (17:17)How has the feedback loop been broken by brands? (19:24)Are there any companies, brands, or organizations that KoAnn believes marketers should pay attention to? (21:18)What advice would KoAnn give to new CMOs? (24:39)Has there been an experience in KoAnn's past that made her who she is today? (28:52)What advice would she give to her younger self? (30:44)What drives KoAnn these days? (31:55)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on the “Marketing Today” podcast, Alan talks with Mark Ritson, adjunct professor of marketing at the Melbourne Business School, who also runs the Mini MBA in marketing program in collaboration with Marketing Week, and writes for Marketing Week as well. Ritson has worked globally as a private marketing consultant for esteemed clients like Baxter, Loewe, McKinsey, PepsiCo, Subaru, Eli Lilly, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay, Unilever, KPMG and WD40. If that wasn’t enough powerful impact, Mark Ritson also spent 13 years as the in-house professor for LVMH, the world's largest luxury group that handles brands like Louis Vuitton, Dom Perignon, and Hennessy.Ritson uses his enriched wealth of information and his sharp sense of humor to talk about how he has actually incorporated Marketing Today itself into the Mini MBA program, but with one missing piece ­– the often misunderstood industry topic of brand diagnosis. If you are a fan of the Effie Awards like Alan Hart and Mark Ritson are, you will enjoy hearing what Ritson has learned during the course of his extensive Effie research. Also, find out why Mark Ritson is getting really excited about the idea of “post-digital marketing,” and why Mark feels you are currently listening to the best marketing podcast in the world. Ritson shares his valuable brand understanding: “You have to go to the place where the brand was born,” says Ritson. “You split up brand management into three distinct slices, the first part diagnosis, the next strategy, the final part tactics.” Ritson goes on to say, “Target customers really want purpose.” Highlights from this “Marketing Today” conversation include:Mark Ritson shares what he has been working on with Marketing Today. (01:58)How should people go about diagnosing their brand? (04:44)Mark shares his take on social listening with Twitter as an example. (09:40)Why is it so hard to get CMOs to talk about how to manage brands? (11:25)After brand diagnosis, should the next step be positioning the brand or defining its core purpose? (13:49)Brands can support a multitude of causes while also turning a profit. (16:55)Purpose watching is, unfortunately, being used as a smokescreen by some companies that aren’t living up to their claimed behavior. (19:58)What has Mark learned from his research about the Effie Awards? (22:21)What is the difference between distinctiveness and differentiation? (25:47)The biggest ROI factor is that you already have scale. (27:37)Why aren’t we discussing whether media quality is any good or not? (28:55)Why is Mark Ritson so excited about “post-digital marketing?” (30:54)Has there been an experience in Mark’s past that made him who he is today? (34:07)Is there any advice that Mark would give to his younger self? (37:03)What is the most absurd thing that Mark is thinking about now? (37:56)Where does Mark get most of his information? (41:34)Is there an opportunity that marketers should be capitalizing on right now? (42:57) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on the “Marketing Today” podcast, Alan talks with Jenny Rooney, editor of the CMO Network at Forbes. Rooney, who also runs initiatives at Forbes such as the CMO Summit and the Forbes CMO University Alumni series, has 25 years of experience as a business journalist, including as a reporter and editor of CMO Strategy at Advertising Age, editor-in-chief in sales and marketing management at VNU, contributing editor at Chief Executive Magazine, and senior writer at Business 2.0.During their discussion, Rooney discusses the role of CMOs, what is taking place in marketing currently, as well as the opportunities, popular developments, and challenges that CMOs are faced with. If you have been just as concerned about the decline of available marketing talent as the industry has, stay tuned for Jenny's insights on what can revive this troubling trend. With her contributions and research into the ever-changing marketing space, Rooney shares what marketing leaders are up against right now.Rooney shares her take on situations that CMOs are encountering: "CMOs need to be driving business growth," says Rooney. "They say that CMOs are on the hot seat. And I think that is because they are constantly trying to balance short term wins against true long-term brand building." Rooney goes on to state, "we are also judging people based on innovation and change, and to do that as a CMO, I would imagine, you feel sort of this pressure to want to experiment with things and new technologies."Highlights from this week's "Marketing Today":Jenny Rooney discusses herself and how she got her start in her career. (01:15)Does Jenny have an interest in working as a CMO? (04:50)How does Jenny feel about the state of marketing today? (06:55)Does Jenny believe the role of the CMO is changing? (09:54)Who is impressing her these days? (12:21)What is being done about the talent issue in the industry? (15:14)Jenny describes the Forbes CMO University Alumni series. (18:01)How does Jenny make sense of all of the things that are influx in the industry? (22:27)What is on the horizon for marketing leaders? (26:31)Are there any threats to CMOs? (30:05)Has there been an experience in Jenny Rooney's past that made her who she is today? (32:59)What advice would Jenny give her younger self? (37:08)What drives Jenny these days? (38:35)Are there any companies, brands, or organizations that Jenny believes marketers should pay attention to? (39:04)What does Jenny Rooney see for the future of marketing? (41:10)  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.

In this episode of "Marketing Today," Alan interviews Russell Barnett, the CMO for My/Mo Mochi Ice Cream. This discussion with Barnett is a great opportunity to learn more about challenger brands, strategies in how to lead challenger brands, and how they approach the brand building process.  "A brand is very human. As someone who takes on the mantle of a brand, you sort of have to allow that humanity to come through," Barnett adds. Beyond My/Mo Mochi Ice Cream, He also shares his experiences at stops along his career that spans from Mike’s Hard Lemonade to Popchips among others. Barnett also shares advice on how to get more creativity out of your digital efforts and how experience is a big part of the brands he manages to this day. Highlights from this week’s Marketing Today: 01:30 – Russell Barnett discusses how he got his start in his marketing career. 08:06 – What did advertising teach Russell? 08:53 – How did Russell get involved with Mike’s Hard Lemonade? 12:24 – What was Russell’s experience like with Popchips and plant-based foods? 18:37 – You have to be happy about what you put in your body. 20:00 – What are the elements that make up the brand at My/Mo Mochi Ice Cream? 25:19 – How did My/Mo Mochi keep the product accessible? 29:06 – What advice would Russell give to investors? 31:59 – Lean in on the experience and create intimate moments with your small brand. 36:12 – What does ‘be more creative than the digital domain’ mean? 41:44 – Has there been an experience in Russell’s past that made him who he is today? 44:05 – What advice would Russell Barnett give to his younger self? 26 – Are there things that brands should be doing to be more purposeful? 48:17 – What does Russell Barnett see as being the future of marketing? Resources Mentioned: New Campaign for My/Mo Mochi Ice Cream My/Mo Mochi Ice Cream Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this episode of “Marketing Today,” Alan interviews David Yovanno, CEO of Impact, a company operating in the partnership economy. David has spent 19 years in martech and adtech companies such Conversant, Gigya and Marin.Yovanno shares not just his experience with Impact, but also what exactly the “partnership economy” is and how business partnerships and trusted referral networks can drive revenue. The partnership economy is the formation of alliances with businesses and individuals that have a trusted relationship with customers that you want to acquire.We also have time to talk about the state of martech and adtech industries. Yovanno added, “consolidation is accelerating. All the new money is going to two companies, Facebook and Google.”Highlights from this week's Marketing Today:01:50 – David Yovanno discusses how he got his start in his career.06:01 – What are David's concerns with the current state of the marketing agency?10:15 – What is the partnership economy and where does it sit in the industry?14:18 – How can companies get the most out of their partnerships?19:30 – What has David seen work with incentivizing advertising?22:06 – What are some interesting cases of partnerships growing on the Impact platform? 25:51 – Has there been an experience in David's past that made him who he is today?31:15 – What advice would David Yovanno give to his younger self32:17 – What drives David Yovanno these days?33:40 – Are there any companies, brands, or organizations that David believes marketers should pay attention to?35:59 – What does David Yovanno see for the future of marketing? Resources Mentioned:BOOST Military ProgramLet My People Go Surfing – Book by Patagonia CEOSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan interviews Don Lane, the Chief Marketing Officer at Saucony, the sneaker and apparel manufacturer. Don's discussion covers his expansive marketing career, including 21 years at the Boston-based agency Arnold, followed by Draft Kings, before his relatively new move to Saucony.Lane discusses Saucony's new marketing moves from avocado toast sneakers that caught the attention of Jimmy Fallon to Dunkin running shoes for the Boston Marathon. He discusses how these ideas come about and how the company is able to capitalize on the opportunities when they present themselves.Additionally, Saucony unveils its “Run for Good” positioning as well as useful advice regarding ways to give your brand purpose that customers can connect to. Lane explains, “this world needs brands and politicians and artists and people that stand for goodness, and so that's what we are going to stand for.” Highlights from this week's Marketing Today:01:10 – Don Lane discusses his father's extensive creative director career.04:29 – What was Don Lane's experience at Arnold like?08:20 – What did Don learn that benefited him at Saucony?11:03 – How did Don start off at Saucony?14:30 – What is Don's go-to methodology for research?17:30 – Where is Saucony getting their product design ideas?20:37 – How did the Saucony/Dunkin Donuts collaboration occur?25:08 – What is the idea behind the “Run for Good” Saucony marketing campaign?32:01 – How does Don think about the creative process and what does it mean to manage it?34:22 – How did Don Lane meet Adam Grant?36:36 – Has there been an experience in Don's past that made him who he is today?39:06 – What advice would Don give to his younger self?40:17 – What fuels Don Lane these days?41:04 – Are there any companies, brands, or organizations that Don believes marketers should pay attention to?44:47 – What does Don Lane see for the future of marketing?Other Resources: Avocado Toast Sneakers Dunkin running shoesGive and Take: Why Helping Others Drives Our Success by Adam Grant (book)Chris Robinson Brotherhood (band)VW Drivers Wanted pitchVW AdA Craft, a Calling and a Cause: Life in the Glory Years of Advertising by Bill Lane (Father's book)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on the “Marketing Today,” podcast, Alan talks with Tim Matthews, CMO of security software company, Exabeam, and author of “The Professional Marketer”, a handbook that can teach marketers the critical skills they need to get the job done. Exabeam uses machine learning and analytics to track the complete timeline of a cyber-crime so that security teams catch criminals in the midst of their attack.In this episode, Matthews, discusses his own journey to the marketing industry which started first in computer science and then sales. His ability to break down technical issues and simplify them was good for sales, so he scaled this skill into a successful marketing career.Matthews believes that “you can build a good marketer” when he talks about the fundamental skills, such as curiosity and commitment, that he looks for in people as he grows his marketing team.Highlights from this Marketing Today conversation include:Matthews says his technical background has helped him in marketing: “Good marketers really understand their products and their buyers.” 2:46Matthews encourages marketers to figure out a way to get into the field to understand what makes buyers tick: “You really don't understand your business until you witness a sale” 3:17Matthews on what drove him to write The Professional Marketer: “I was looking for a handbook that could teach marketers the critical skills they needed to do the job.” 5:10Matthews' handbook was inspired by a handbook given to professional chefs at the Culinary Institute of America: "They don't teach you recipes...it teaches you fundamental skills and you put these building blocks together.” 7:10Matthews: "I would encourage anyone who is thinking of writing a book to write a book!" 7:55Matthews says it took 5 drafts to get to a finished result he was happy with: "The first draft wasn't great." 9:22Matthews shares his thoughts on hiring people remotely and in different regions to compete with Silicon Valley behemoths: "I've become more open-minded" 11:02Matthews provides a recent case study to illustrate the power of curiosity in buyer persona research 13:30Matthews provides a recent case study to illustrate the power of curiosity in Conversion Rate Optimization (CRO) 15:15Matthews sets a realistic cadence for his team by breaking the annual marketing plan up into 12 monthly plans: “The team likes to be able to cross stuff of their list” 18:20Matthews says his summer jobs developed humility in him and hardened him to better withstand the bad days: "I can still feel the heat" 25:06Matthews on lessons learned early in his career: "I probably could've failed faster" 28:10Matthews on how his competitive drive fuels him: “I want as big a piece of that (TAM) as possible” 29:20Matthews shares his respect for the branding and marketing tactics of brands like Tesla, Chipotle & The Ocean Cleanup 30:50Matthews shares his thoughts on the future of marketing 34:05Other Resources:The Professional Marketer [Book]The Professional Chef [Book]Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.