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Marketing Trends

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Marketing Trends is your #1 podcast for news that matters about marketing and marketing technology.

Twice a week you’ll get interviews with trailblazing marketers, including CMOs, CEOs, VPs, and industry leaders. You’ll hear war stories from marketers who helped build the Fortune 500.

Our guests share how they lead high-performance marketing teams, with best practices and lessons that you won’t learn anywhere else.
162 Episodes
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When you think of online advertisements, what comes to mind? Pop up ads? Pre-roll ads that run before your Youtube videos? Maybe a huge banner ad that runs across your favorite website? These are the typical, easy, go-to ads many companies are leaning toward. But according to James Avery, the CEO of Adzerk, there’s a better way — one that will lead to more return on investment and will be important in a third-party-cookieless world. He explains it all on this episode of Marketing Trends.  3 Takeaways:   Marketing to developers and engineers is all about authenticity APIs and first-party advertising provide the opportunity to generate more ROI than traditional banner-ad marketing The removal of third-party cookies will create a higher premium on first-party publisher data   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Most of us spend an awful lot of time at work, and as a result, there has recently been a movement to make workplaces into places you actually want to be. Whether that’s in the form of in-office activities, having the best tech available at all times, or having access to healthy and filling food, companies that want to recruit and retain top talent are focusing on creating the best environment possible. One of the companies that are helping create those environments is SnackNation, and on this episode of Marketing Trends, the co-founder and CMO, Andy Mackensen joined us to explain how he’s growing his business and leading by example by creating what Entrepreneur Magazine called one of the “top company cultures.” Plus, he dives into the marketing strategies he’s used in order to get as close to the customer as possible.  3 Takeaways:   You have to “eat your own dog food” — so if you’re selling healthy snacks and a great working experience, you have to cultivate those things in your own company as well You have to create content beyond your core product in order to connect with and deliver value to your customers If you want true insights on how to grow, get as close to your customer as possible   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Having the time of your life in beautiful, exotic locales doesn’t seem like a very hard thing to sell, does it? Well, it’s not quite as simple as it sounds, and few know that better than John Chernesky, the Senior Vice President of Sales & Trade Marketing at Princess Cruises & Cunard Line. On this episode of Marketing Trends, John takes us through why it’s so important to sell stories and appeal to people’s emotions when marketing. Plus he discusses some of the biggest wins and surprising trends he’s seen in his years in the cruise industry.  3 Takeaways: Telling stories is the best way to convince people to travel with you   You have to be able to explain a product or experience in order to sell it, so it’s worth the investment to allow key influencers or partners to experience what you want them to sell Personalization in marketing is still a work in progress   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Do you remember Yellowbook? If you do, it’s probably because of the work that Gordon Henry did while he was CMO of the company. During his tenure, he helped the company from $500M to $2B in revenues and he took the company into the digital world pushing from doing less than $10M to nearly $250M in online business. Clearly, he’s got some marketing chops and he’s using them now as the Chief Strategy Officer at Thryv, Inc. Today, Gordon is focused on helping small businesses grow and succeed and on this episode of Marketing Trends, he explains how Thryv is making that possible.  3 Takeaways: Small businesses have to find ways to compete with the big organizations which are leading the way in marketing and ease-of-doing-business People still need leads, but they need those leads to be filtered and connected through software Cost per lead is the most important metric a small business should focus on, and you have to be willing to advertise in ways other than just what’s most popular --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Most of the time a marketer is trying to convince you that their product or service will make your life better or solve some problems you have. Sometimes the problems are big, sometimes they’re small, and sometimes, especially if you Craig Henrickson they are industry-impacting. Craig is the Vice President of Marketing for Kinestral Technologies and he is helping to introduce and sell smart glass technology that will change the way construction is done. On this episode of Marketing Trends, Craig explains how you go about selling something to an industry that is historically stubborn and resistant to change, plus he tells some stories from his past at Bose and iRobot. 3 Takeaways: When trying to sell something, like smart glass, you have to be able to answer questions about product utility and why it matters to the individual(s) you’re selling to There are certain personas you deal with in your customer base, but you can’t focus solely on the ones with the most buying power — each persona is important The customer journey is important because customer referrals are what keep you going --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Jeanne Hopkins is the CMO of Lola.com, and whether she’s marketing her company’s business travel prowess, stepping into the podcast game or baking the best chocolate chip cookies, she has consistently been able to find success. On this episode of Marketing Trends, Jeanne talks about her somewhat circuitous journey to marketing, how she works toward ensuring customer success, and why she believes podcasting is a marketing opportunity too good to be overlooked. 3 Takeaways:   Business travel is a key area where companies can positively affect employee experience Strategically using SEO and the competition can lead to the conversion of otherwise unlikely customers Podcasts are under-utilized marketing tools   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
On this special episode of Marketing Trends, Mission producer Hilary Giorgi and Mission audio engineer Matt Powell joined host Ian Faison to discuss their thoughts on the ads they saw during the Super Bowl. What did we like, what were we confused by and what were some of the major themes and trends that we noticed? Stay tuned to find out!  3 Takeaways: Nostalgia played a major role in many of the most memorable ads There is a tendency to try to do too much in a Super Bowl ad, and that can sometimes muddle the message Just because people are talking about you doesn’t mean you’ve succeeded --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Sydney Sloan didn’t fall into marketing accidentally. She always wanted to be in the field and she has been finding success as a marketer ever since graduating from USC. Currently, Sydney is the CMO of SalesLoft, a rapidly-growing start-up, which is constantly changing and challenging itself to keep reaching new heights. One of the main ways she’s helped that happen is by introducing marketing automation. She talks about that process as well as why it’s so important to focus on the customer journey, and much more.  3 Takeaways: The entire company should be aligned on your go-to-market strategy Peer-review sites and speaking directly to customers is an excellent way to reengage and gather potential material for future products and campaigns The CMO should have full visibility of and involvement in how campaigns are impacting the pipeline --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Alison Wagonfeld might have gotten her start in marketing thanks to the promise of a turkey sandwich, but she found success thanks to a drive and intellect that separated her from others. Today, Alison is the Vice President of Marketing for Google Cloud and the work she and Google are doing has an impact across the industry. On this episode of Marketing Trends, Alison talks about how she looks at hard problems, what kind of marketing strategy she’s focusing on at Google Cloud, and why she believes the partnership between the CMO and CIO is critical to achieving business success. 3 Takeaways:   Focus on customer personas and figure out how to communicate to the ones you need The partnership between the CMO and CIO is critical Know what problem your solving and who to ask to help you solve it   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
If you’re a longtime listener of Marketing Trends, you know that we have always been big fans of LEGO and its marketing journey. So we were thrilled to welcome to the show Michael Moynihan, the Vice President of Marketing at LEGO. We picked his brain about how LEGO was able to take its marketing strategy to a whole new stratosphere thanks to things like digital experiences and entertainment properties. But the success did not come overnight. It was a long trip to that stratosphere, and Michael was there for it all, so he has a lot of wisdom to share.   3 Takeaways: Digital platforms can work as an accelerant to drive interest in a physical product Lego is not an entertainment company, it is a building company and any entertainment properties surrounding Lego have to be released with a strong story in a way that celebrates the brand Partnerships have to be sustainable and create value for all parties involved --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There are any number of ways to approach marketing. How Stu Heinecke does it, though, is unique. Stu is the author of How To Get A Meeting with Anyone and a Wall Street Journal cartoonist and he started his own company using what he called contact marketing. By using cartoons in direct mailing campaigns, Stu proved that people connected to and responded to those mailers, and when he used that method to find clients, he walked away with a 100% conversion rate — unheard of in the direct mail world. On this episode of Marketing Trends, Stu tells his story and discusses his books, explains how marketing has evolved through the years. 3 Takeaways:   Cartoons offer an opportunity to sell something in one frame The challenge of connecting comes down to humanizing the interaction Creating value and breaking through to someone is all about providing relevance   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Some people believe that it can be lonely to be a marketer in Silicon Valley — the land of product and technology and data and innovation. In that world, marketing can fall by the wayside or seen as an afterthought. But for Mike Marcellin, the CMO of Juniper Networks, Silicon Valley is a great place to be a marketer and somewhere where you can combine data and analytics to build a marketing strategy. He explains all of that and more on this episode of Marketing Trends. 3 Takeaways:   Investing in data and analytics early on helped Mike build credibility Marketing is a blend of creativity and analytics Other CMOs are an important source of inspiration and idea-generation   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.    
Getting buy-in is critical for any kind of marketing campaign. From the leadership to the sales team, everyone has to be on the same page when you’re about to implement a new strategy or marketing tactic. This is true for account-based marketing as well, and few know that better than Eric Spett, the CEO of Terminus. On this episode, recorded live at Sirius Decisions in Austin, he discusses his start in the marketing world and finding an opportunity to bring ABM to more companies with Terminus.   3 Takeaways: When stepping into an emerging market, you have to find a balance of listening to what customers want and need and innovating and guiding customers toward the future The value of marketing is determined by sales. If the sales team isn’t bought in on an idea, the likelihood of success falls Using ABM correctly is about having a singular focus until you have mastered one strategy, then you can move on to the next --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Sarah Bird knows a thing or two about search engine optimization. As the CEO of Moz, it’s the main thing her company focuses on and for good reason. SEO is one of the most important tools in a marketer’s toolkit, but Sarah believes that few really understand how hard it is to become good at SEO and tap into its full potential. On this episode, Sarah explains some common misconceptions about SEO and gets us excited about the future of search. 3 Takeaways: There is a fundamental lack of understanding about how much work goes into a great longterm SEO strategy Local searching is easier to commercialize than broader or national search In order to get ahead in your career, search out problems and try to unlock new ways to solve them --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
There is a misconception that content marketing can’t be part of a huge marketing campaign. At least, that’s what Cathy McPhillips has seen. But, as the Vice President of Marketing at the Content Marketing Institute, she’s trying to show agencies and marketers everywhere that you can integrate content marketing into your campaigns. On this episode of Marketing Trends, Cathy talks about how that’s possible and gives examples from the real world to show how companies like REI, Lowes, and Patagonia were able to turn their content marketing activities into revenue generators. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Frazier Miller says his first love was product management, which allowed him to focus on the customer. He brought that love with him as he moved up the corporate ladder and he taps into it frequently when devising strategy as the CMO of Wrike. On this episode of Marketing Trends, Frazier discusses why he thinks that focusing on product fit is such an effective marketing strategy, plus he explains what it means to work in a high-velocity business.  --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Anantha Narasimhan is Program Director of Global Marketing for Unified Governance & Integration at IBM. Throughout his career in sales, analytics, and marketing at leading technology companies, he has learned the importance of horizontal and vertical alignment for success and the power of friendly competition. On this episode, Ananth describes his journey into marketing and the keys to his success at IBM, so far. He discusses the importance of team-building and generating momentum to achieve big wins. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
With more than 30+ years of marketing experience and plenty of stories to go around, we were so excited to welcome back Michael Mendenhall, Chief Marketing & Communications Officer, TriNet for another episode on Marketing Trends! In case you missed it, here’s our first episode with Michael. On this episode with Michael, we dig deeper into Michael’s story bank and talk all things asset synergy, longer/shorter-term content, and much more! 3 Key Takeaways: - The synergy of company assets should be leveraged in your marketing. - Think about the larger narrative when creating shorter-term narratives with the marketing campaigns that are being created. -  Content shouldn’t be clutter for consumers, be mindful and succinct in your content. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Today's episode features an interview with Jud Mackrill, CMO of the Carson Group. On this episode, Jud talks about marketing in the financial services industry, how theology school prepared him for a career in marketing is best CMO advice and much more.  3 Takeaways:   There is an emerging frontier of marketing that combines technology with human connection Never forget the human in the middle of your business interactions Doing brand transformations is one of the most meanigful parts of being a marketer   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
Artificial intelligence is a technology that is exciting to some and frightening to others. So how should marketers react to this new and potentially revolutionary technology? According to Vijay Chittoor, Co-Founder and CEO of Blueshift, AI has the power to help marketers scale their decisions and increase their influence, if leveraged correctly.   In this interview, Vijay talks about the best ways for marketers to utilize AI, why they should take a customer-centric rather than a channel-centric approach, and much more.   Links: Full Links, Quotes, & Notes: http://bit.ly/34A4kLO  LinkedIn: linkedin.com/in/vijaychittoor  Twitter: twitter.com/vijaycs42  Blueshift Website: blueshift.com/   3 Key Takeaways: - Marketers should take a customer-centric rather than a channel-centric approach to marketing. - AI enables marketers to take a customer-centric approach and to scale their decisions across channels and formats. - The most common mistake marketers make when it comes to AI is not focusing enough on collecting great data and integrating all the datasets they have.   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.
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