How I Made it in Marketing

One of my favorite career analogies is the music video for No Rain, by Blind Melon.There’s a girl in a honeybee costume, dancing around, and she’s so sad because no one seems to care or understand.  And then one day, she comes across this field filled with people in honeybee costumes hopping and leaping around. A look of elation crosses her face, and she joins them to dance her best dance.Are marketing careers really that different? As my next guest puts it – ‘find the place where you thrive.’To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Tifenn Dano Kwan, CMO, Amplitude (https://amplitude.com/).Amplitude is a public company traded on Nasdaq. Its annual recurring revenue in 2023 was $281 million, up 10% year-over-year. Dano Kwan manages a team of 60 and a budget of $30 million.Stories (with lessons) about what she made in marketingHere are some lessons from Dano Kwan that emerged in our discussion.Lead with empathyFind the place where you thriveBecome a natural collaborator Branding shapes success for companies and leadersEmpowerment and accountability cultivate leadership at every levelBridge Marketing and Product for collaborative growthDiscussed in this episodeEmpathy Marketing: 3 examples of empathetic marketing in action (with results) https://www.marketingsherpa.com/article/case-study/empathy-marketing)How the Pandemic Inspired Brands to Rethink their Marketing Strategy: 3 quick case studies (https://www.marketingsherpa.com/article/case-study/pandemic-brands-rethink-marketing-strategy-case-studies)Spontaneous Combustible Collaboration: Most important things in any company are people, people, people, market, and product (Podcast Episode #9) (https://www.marketingsherpa.com/article/interview/people-podcast)Personal Development in Career: Step out of your comfort zone (podcast episode #73) (https://www.marketingsherpa.com/article/interview/personal-development)Marketing: It’s not about you, and when you make it about you, you are never going to succeed (podcast episode #53) (https://www.marketingsherpa.com/article/interview/marketing-not-about-you)Get even more ideas from this episode by using the Analysts – Video Transcript expert assistant in MECLABS AI (https://meclabsai.com/). It’s totally FREE to use (for now). (MECLABS is the parent organization of MarketingSherpa).Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Whatever it is you’re working on and struggling with, don’t pivot too soon. Make sure you give it enough time to work.For as this episode’s guest explains – resilience pays out.Frank Spitzer, CEO, Pelecanus, shares the story of how he grew his company’s YouTube channel from zero to 100,000 subscribes, along with many more lesson-filled stories.Pelecanus has $250,000 in annual revenue. Spitzer manages a team of four employees, along with four freelancers and interns.Stories (with lessons) about what he made in marketingHere are some lessons from Spitzer that emerged in our discussion.Taking responsibility leads to rewardsResilience Pays Out: From zero to 112,000 subscribersEmbracing honesty can lead to deeper connections, personal growth, and inner peaceDedication shapes an entrepreneurial journeyTo Achieve Success: Hard work trumps natural talent A good leader stands up for their teamDiscussed in this episodeGet even more ideas from this episode by using the Analysts – Video Transcript expert assistant in MECLABS AI (https://meclabsai.com/). It’s totally FREE to use (for now). (MECLABS is the parent organization of MarketingSherpa).Female Entrepreneurship and Marketing: Having built a big community doesn't mean you will be able to monetize it (https://www.marketingsherpa.com/article/interview/entrepreneurship)PR, Writing, and Marketing Agency Corporate Culture: Think big (podcast episode #49) (https://www.marketingsherpa.com/article/interview/PR)Marketing Leadership: Aligning the entire team around the unifying vision is an integral part of project management (https://marketingexperiments.com/leadership/aligning-team-around-unifying-vision)Dive deeper into the minds of marketing mavens with more episodes of 'How I Made It In Marketing.' (https://marketingsherpa.com/podcast) Your next big idea awaits.Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Coders are rewarded for writing new features, not for making their code as efficient as possible, Chirstopher Mims recently reported in The Wall Street Journal. According to the article, bloated software raises many risks, and costs the US alone $2.41 trillion due to cybersecurity issues, operational failures, and other problems.It would be easy for me to sit here and point the finger at software developers, but are marketers any better? As we focus on getting campaigns out the door, new websites up, and hitting our numbers, what do we sacrifice?Which is why I love this lesson from a recent podcast guest application – ‘Streamline processes to enable efficiency, smooth operations and get rapid results.’ Not shiny and exciting like new marketing tactics perhaps, but essential for a well-run organization.So I invited that applicant – Tom Amitay, Co-founder & Chief Executive Officer, Entail (https://entail.ai/) – on How I Made It In Marketing to share the story behind that lesson, along with many more lesson-filled stories. Stories (with lessons) about what he made in marketingHere are some lessons from Amitay that emerged in our discussion.Define and differentiate between experimentation and execution in marketing activitiesPrioritize talent over experience when recruitingProvide talented yet inexperienced people with frequent, short training sessions and support as they tackle new challengesCapitalize on opportunities when they present themselves, even if you don't fully understand their potential value at firstStreamline processes to enable efficiency, smooth operations and get rapid resultsCombine platform expertise with consultative service that builds client trustDiscussed in this episodeGet even more ideas from this episode by using the Transcript Tutor expert assistant in MECLABS AI (https://meclabsai.com/). It’s totally FREE to use (for now). MECLABS is the parent organization of MarketingSherpa.Leadership Development: Network every day (podcast episode #72) (https://www.marketingsherpa.com/article/interview/leadership-development)The Invisible $1.52 Trillion Problem: Clunky Old Software Everwhere (https://www.wsj.com/tech/personal-tech/the-invisible-1-52-trillion-problem-clunky-old-software-f5cbba27)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

We as marketers, we’re the ones that make the brand promise to potential customers.So it is our job to make sure our companies actually come through on that promise, are consistent with that promise. We are the defenders of the brand.I love a lesson from my next guest – don't be afraid to say ‘no’ if it serves the brand.Which of course sounds good in theory but can be incredibly hard in practice. To get underneath that lesson and hear the story behind it, along with many more lesson-filled stories, I sat down with Hilary Young, Brand Strategist, Hilary Young Creative (https://www.hilaryyoungcreative.com/).Young runs a consultancy with six figures in revenue and seven contractors.Stories (with lessons) about what she made in marketingHere are some lessons from Young that emerged in our discussion.Don't focus on failure, keep moving towards successDon't be afraid to say ‘no’ if it serves the brandChange can be scary, but you have to trust the processOperate without egoIntegrity over compromise in brand visionBranding affects more than just the bottom line, it affects people’s livesDiscussed in this episodeHere’s a prompt you can try in MECLABS AI (https://meclabsai.com/). It’s totally FREE to use, for now. (MECLABS is the parent organization of MarketingSherpa).‘Review my competitors' value propositions [URL and URL] and let me know any opportunities for messaging exclusivity for my brand [URL]. Put the information in a table.’NFTs For Brands: It’s OK to say no, always be a student, don’t resist change (podcast episode #26) (https://www.marketingsherpa.com/article/interview/NFTs-for-brands)Calling All Writers and Marketers: Write the most effective copy for this Consumer Reports email and win a MarketingSherpa Summit package (https://marketingexperiments.com/value-proposition/summit-2016-copywriting-contest)The De-Branding Campaign: When customers make fun of your new product launch (podcast episode #2) (https://www.marketingsherpa.com/article/interview/debranding)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Here’s something I get to do as a content writer that I never got to do as a copywriter – I sign my name to my work, and that gets displayed publicly.I’d like to think I was a conscientious writer before, but this makes me 10 times more so. And is a constant reminder that everything needs to be a certain level of awesome – no filler copy.Even when you don’t sign your name to something, it’s difficult, that commitment to always striving to make something the best it can be – whether that’s an ad or the next rung in your career.But as our next guest reminds us – don't do something for the sake of ticking a box.To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Nik Maricic, Marketing Director, Asia Pacific, Ria Money Transfer (https://www.riamoneytransfer.com/).RIA Money Transfer is owned by Euronet Worldwide, which is publicly traded on NASDAQ. Euronet reported $3.668 billion in revenue for 2023. It has the largest direct bank deposit network in the world. Maricic built a team of 10.Stories (with lessons) about what he made in marketingHere are some lessons from Maricic that emerged in our discussion:Effective communication plays a vital role in achieving successCreativity takes center stage in the realm of marketingAdaptability also proves to be a critical traitDon't do something for the sake of ticking a boxWin/Win is the concept of not being your way or my way; its a better way, a higher wayAdaptability is pivotal, in all facets of the termDiscussed in this episodeMECLABS AI (https://meclabsai.com/) has a guided headline writing path to write a powerful headline based on your guidance. It’s totally FREE (for now).How I Made It In Marketing (https://marketingsherpa.com/podcast)Artificial Intelligence Demo: A look at the output from an AI-powered podcast assistant service (https://sherpablog.marketingsherpa.com/content-marketing-2/ai-demo/)Marketing and Brand: Embrace healthy friction (podcast episode #48) (https://www.marketingsherpa.com/article/interview/marketing-and-brand)How marketers fixed 4 common marketing blind spots  (https://www.marketingsherpa.com/article/case-study/marketing-blind-spot-case-studies)Leading Through Learning: Chief Growth Officer’s innovative approach to marketing leadership (https://www.marketingsherpa.com/article/interview/leading)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Rebranding.We use that term for companies. But what about for you?What is your current value proposition, and what would you like it to be…no matter where you are in your career?Because as my next guest has learned – it’s never too late to reinvent yourself.Here to share the story behind that lesson, along with many more lesson-filled stories, is Carlos Cantú, CMO, Freepik (https://www.freepik.com/).Freepik is owned by EQT, a public company that trades on Nasdaq Stockholm. It reported 2.131 billion Euros of revenue in 2023, or about 2.41 billion US dollars. Cantú manages a marketing team of 45 people.Stories (with lessons) about what he made in marketingHere are some lessons from Cantú that emerged in our discussion.It’s never too late to reinvent yourselfYou don’t need to know everything to do the jobDiverse teams are more challenging in the short term but worth it in the long runClarity and focus are keys to a corporate turnaroundEmbrace discomfort to harness creativityBalance data with intuition for the full storyDiscussed in this episodeLeading Through Learning: Chief Growth Officer’s innovative approach to marketing leadership (podcast episode #79) (https://www.marketingsherpa.com/article/interview/leading)Marketing & Content in Gaming/Esports: Influencers of all sizes can drive product adoption (podcast episode #55) (https://www.marketingsherpa.com/article/interview/marketing-and-content)Innovation Leadership and Coaching: You should almost always do less than you think (podcast episode #46) (https://www.marketingsherpa.com/article/interview/innovation)Digital Marketing: Be passionate about the challenge you are trying to solve and not stubborn about the product solution (podcast episode #59) (https://www.marketingsherpa.com/article/interview/digital)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

You know too much. You know too much.No this isn’t dialogue from a spy movie, I mean in your role as a marketer. You know too much about your product or service or whatever you’re asking your customer to do.And it makes it hard for you to see your advertising and your conversion funnel through the customer’s eyes.Or as my next guest put it in her podcast guest application – Be mindful of the ‘curse of knowledge’ (which could itself be a good name for a mystery movie).To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Purna Virji, Principal Consultant of Content Solutions at LinkedIn (https://www.linkedin.com/), and author of the book ‘High-Impact Content Marketing.’ (https://www.koganpage.com/marketing-communications/high-impact-content-marketing-9781398608436)LinkedIn recently crossed 1 billion users. LinkedIn is owned by Microsoft, which recently surpassed a $3 trillion market value. Virji functionally manages a cross-functional, global team of 16.Stories (with lessons) about what she made in marketingHere are some lessons from Virji that emerged in our discussion.Be mindful of the ‘curse of knowledge’Have a measurement plan in place *before* even creating contentFocusing on inclusion is of absolute, critical importanceThe best performing marketing can come from aligning with Sales folksMake the case for resources on a project to get leadership buy inIf someone sends the elevator down for you, then it is your responsibility to send that elevator back down and lift others Discussed in this episodeMECLABS AI (https://meclabsai.com/) now has expert assistants – copywriter, project planner, marketing professor, social media pro, and email assistant. It’s totally FREE to use (for now).Financial Services Marketing: Don’t fall for Wile E. Coyote marketing (podcast episode #57) (https://www.marketingsherpa.com/article/interview/financial)MECLABS Institute (https://meclabs.com/)How to Get Buy-in for Your Projects, Plans and Proposals From the First Pitch to Successful Completion (plus free template) (https://marketingexperiments.com/value-proposition/free-template-to-get-buy-in-for-your-projects)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

If a podcast plays in a forest and no one is around to hear it, does it make a sound?Bit of a cheeky thought experiment, I’ll admit, but here’s one thing I’ve noticed – we marketers don’t always create content for an audience, sometimes the audience is an afterthought.We’re too focused on an algorithm. Or a lead generation goal. Or a calendar. Or a process.So I love this lesson from a podcast quest application – ‘there is no content without an audience.’To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Ashley Levesque, Vice President of Marketing, Banzai (https://www.banzai.io/).Banzai is a public company traded on NASDAQ and currently valued at $100 million. Levesque is currently a team of one, but she manages five functions in this newly public company.Stories (with lessons) about what she made in marketingHere are some lessons from Levesque that emerged in our discussion.Data is more compelling than anecdoteThere is no content without an audienceOverhiring is a real thingSay ‘yes’ before you’re readyThe higher up you go, your priority becomes the peopleThere are three things to solve for in times of unmet expectationsRelated content discussed in this episodeMeclabsAI.com now has expert assistants – copywriter, project planner, marketing professor, and social media pro. It’s totally FREE to use, you don’t even have to register (for now). MECLABS is the parent organization of MarketingSherpa.The Last Blog Post: How to succeed in an era of Transparent Marketing (https://marketingexperiments.com/copywriting/last-blogpost-transparent-marketing)Growth Marketing: Give a choice of "yes" or “yes” (podcast episode #37) (https://www.marketingsherpa.com/article/interview/growth)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Think about the last time you read a piece of content that truly resonated with you. It could have been a news article, a blog post, or even a social media update. Now, consider what made that content impactful. Was it the way it was written, the story it told, or how it connected with your experiences? This brings me to a crucial aspect of marketing – the art of storytelling and the responsibility that comes with it.In my career, I've seen how powerful content can shape perceptions and influence decisions. It's not just about putting words on a page and filling your site with content to hopefully appease Google’s relentless algorithm; it's about crafting narratives that engage, inform, inspire…and truly serve an audience.And who better to learn this from than someone who has practiced the art of storytelling in both journalism and marketing?So I sat down with Nohar Zmora, SVP of Brand and Strategic Marketing, Kaltura (https://kaltura.com/). Kaltura is a public company with 750 employees that trades on NASDAQ and had $168.8 million in revenue in 2022.Zmora manages a team of 25 in the company’s 40-person marketing department, and works “super, super closely” with her “better half,” Roi Kaufman, VP Growth, Kaltura.Stories (with lessons) about what she made in marketingHere are some lessons from Zmora that emerged in our discussion.Don’t just make ‘content,’ take a journalistic perspective and produce impactful materialBalance long-term brand vision with short-term performanceLearn how a team ‘breathes,’ evolves, and adaptsStorytelling has magic and beautyActively listen while collaborating with the business and Sales to create effective marketing strategiesHave continuous and profound dialogues with stakeholders to achieve successRelated content discussed in this episodeMECLABS AI (https://meclabsai.com/) now has expert assistants – copywriter, project planner, marketing professor, and social media pro. It’s totally FREE to use, you don’t even have to register (for now).Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

“We can say that. Sure we can say that.”Oh, I do not like having to utter this phrase in meetings. Because it’s not what you can say, it’s what you should say.I’ve heard so many times ‘we can say that in an ad.’ Or ‘we can write a press release about this.’ Oh, the hubris in that statement.Because we get lulled into false confidence in the four walls of our offices, when we think we can make a payment, and put whatever we want into ads or press releases or on websites.Sure, I guess technically you can. You can write those words down. It’s not illegal. No one will stop you. Media companies and ad networks will glad take your money for that placement. But should you?Because the ultimate decider is the customer. So no matter what you pay to say, no matter what you can say, the customer will decide whether you should say it. Which is why I loved this lesson from a podcast guest application – ‘Never underestimate the power of your customer.’ It doesn’t matter if you have a fancy title or massive media budget, the customer has far more power than you.I talked to Erika Lovegreen, Senior Vice President of Marketing and Communications, ICUC (https://icuc.social/) (a Dentsu agency), to hear that story behind that lesson, along with many more lesson-filled stories.ICUC is a Dentsu agency with a team of 450. Dentsu is a public company that reported 1.117 trillion yen in annual revenue in 2022, or about 8.59 billion dollars.Lovegreen managed a team of 30 when she ran the strategy team. Now, she runs marketing for ICUC and overseas a team of six, along with a variety of partners and contractors.Stories (with lessons) about what she made in marketingHere are some lessons from Lovegreen that emerged in our discussion.Be comfortable stepping into new industries to gain the necessary experienceIf leading a team, value being patient and hiring the right peopleNever underestimate the power of your customerYou need to quickly serve the customer to create a great experienceValue productivity over perfectionPay attention and look for trendsRelated content discussed in this episodeMeclabsAI.comArtificial Intelligence Demo: A look at the output from an AI-powered podcast assistant service (https://sherpablog.marketingsherpa.com/content-marketing-2/ai-demo/)Value Proposition: Marketing examples for each of the 4 essential levels of value prop (https://www.marketingsherpa.com/article/case-study/value-proposition-4-essential-levels-of-value-prop)Social Media Marketing: Can you compete with your customer’s mom? (https://sherpablog.marketingsherpa.com/social-networking-evangelism-community/social-media-marketing-can-you-compete-with-your-customer%E2%80%99s-mom/)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

I remember sitting next to someone at a conference, eating lunch, making small talk. And it came up that his brand had no competition.And I said, ‘wow, what a dream position to be in.’ I was used to working with a competitive sales office, hyper-focused on differentiating from competitors. You know, us vs. them.He said, ‘No, no, no. It’s not a dream position, it’s horrible. When you have competition, you know you’re going to get into a set amount of RFPs or bakeoffs, and win a certain percentage of them. When you have competition there is a line item in the budget to choose some vendor, you’ll get a certain percentage of those. We need to start from ground zero and tell them why they should even care about this category.’Which is why I loved a lesson I read in a recent podcast guest application – creativity matters for category of one. I talked to Gary Stein, CMO, Virtuo (https://www.virtuo.com/), to learn the story behind that lesson, along with many more lesson-filled stories.Virtuo has raised C$7 million (in Canadian dollars) to date, with the latest round led by ATB Private Equity and Telus Ventures.Stein manages a team of ten, including agencies. He manages them remotely and he says they're a team that punch above their weight.Stories (with lessons) about what he made in marketingHere are some lessons from Stein that emerged in our discussion.Creativity matters for category of oneTell a compelling story that demonstrates the productGet your data sortedAlways ask ‘what can we do with this’Every click is a wishThink like a challengerRelated content discussed in this episodeMeclabsAI.com can write your headlines, value prop, competitive analysis, and more – based on 10,000 marketing experiments. Totally FREE, you don’t even have to register (for now). Data Pattern Analysis: Learn from a coaching session with Flint McGlaughlin (https://marketingexperiments.com/digital-analytics/data-pattern-analysis-coaching-session)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

When I was president of my homeowner’s association, it changed my walk through the neighborhood.Before I was on the board, it was – hey, how you doing, talk about sports, the weather, whatever.  But once I was on the board it became – I have an idea, we should have this, this should change, etc.And I’d always say – ‘Great, make it happen. We’re an all-volunteer organization, if you want it to happen, make it happen.’ The conversion rate on that was maybe 2%.Marketing organizations and businesses are really no different. Everyone has ideas. Yet precious few have the tenacity and fortitude to make them happen.Which is why I loved a lesson from a recent podcast guest application – ‘Ideas are easy. Making is the hard part.’Here to share the story behind that lesson, along with many more lesson-filled stories, is John Reid, CMO, Aidentified (https://www.aidentified.com/).Aidentified has raised $10 million in Series A financing for its artificial-intelligence-based platform.The company has 40 employees, and John manages a team of five.Stories (with lessons) about what he made in marketingHere are some lessons from Reid that emerged in our discussion:The key to turning great ideas into successful campaigns…you need a ‘door kicker’ like Hannah. If you don’t ‘hold the line,’ you won’t create great marketingIdeas are easy. Making is the hard part. Be easy to root forMake a decisionMarketing’s not going anywhereRelated content discussed in this episodeRelated content discussed in this episodeGet ideas for using AI to enhance your marketing campaigns. Begin your free trial to the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Creative Marketing: Does it all make sense? (Podcast Episode #19) (https://www.marketingsherpa.com/article/interview/creative)What is B2B?: Discovering what the customer wants by understanding your Buyer’s Funnel (https://sherpablog.marketingsherpa.com/b2b-marketing/what-is-b2b/)Entrepreneurial Resilience: Many of the day-to-day annoyances that inspired him to sell, he actually missed after he sold (podcast episode #78) (https://www.marketingsherpa.com/article/interview/entrepreneurial)Informed Dissent: The best marketing campaigns come from the best ideas (https://sherpablog.marketingsherpa.com/online-marketing/marketing-dissent-campaigns/)Marketing Chart: The importance of making the right promise with your marketing (https://www.marketingsherpa.com/article/chart/make-the-right-promise)Innovative Marketing Leadership: It is okay to think outside the box but make sure you don't create surprises (podcast episode #82) (https://www.marketingsherpa.com/article/interview/innovative)B2B Marketing: Marketing shouldn't be about driving demand; it's about driving value (podcast episode #40) (https://www.marketingsherpa.com/article/interview/B2B)Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

I started my career as a copywriter, and I learned a key part of my value to any client or any employer was not just the way I shaped words or filled a block with text – it was to advocate for the customer. Take their viewpoint.To this end, being an ‘order taker’ was not going to help me create great copy. Or great marketing. I had to get underneath any requests or feedback I received from a client, to understand what they were really getting at, and hypothesize how the audience might react.So I love this lesson from my latest guest – ‘Figure out the problem.’ A lesson she learned in her first job as an advertising account executive, and still uses to this day as a brand-side marketing leader.To hear how she learned that lesson, along with many more lesson-filled stories from her career journey, I spoke with Lynn McClouchic, Director of Brand, Marketing and Business Development, CannonDesign (https://www.cannondesign.com/).CannonDesign is the eight biggest architecture firm in the country, according to Architectural Record, and is the #2 most innovative design firm in North America according to Fast Company.McClouchic oversees a team of 60 creative writers, graphic designers, digital marketers, business developers, strategists, videographers, and photographers. Stories (with lessons) about what she made in marketingSome lessons from McClouchic that emerged in our discussion:Obstacles are opportunities to make things happenIt’s about why vs. why notDon’t stay in your laneFigure out the problemSupport is everything Dismissing an idea makes it more powerfulRelated content discussed in this episodeGet proactive about using AI in your marketing. Begin your free trial to the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Product Management & Marketing: Surround yourself with the right people (podcast episode #38) (https://www.marketingsherpa.com/article/interview/product)Healthcare IT Marketing: Branding a new service line within Stericycle, getting ONC certification, finding your joy, & more (https://www.marketingsherpa.com/article/interview/healthcare)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Any industry, and our marketing industry is no exception, has a pack mentality. We say certain buzzwords and share certain ideas.But we can hear them ad nauseam, to the point where they just wash over us and don’t really mean anything. We nod in agreement at a networking event with a drink in our hand, but do we actually do anything about it the next day?Not really. We’re back to going through the motions executing a campaign, buried in email and Slack notifications.Here’s one such commonly heard phrase – ‘put yourself in the customer’s shoes.’ How many times have you heard that?Now, how many times have you really done it?Well, this episode’s guest has. She literally got out of the office, put on the customers’ shoes – or in this case, steel-toed boots – and experienced what her customers’ day is really like.I talked to Sarah Hodges, CMO, Procore Technologies (https://www.procore.com/), about that experience, along with many more lessons from her career.Procore Technologies is a public company listed on the New York Stock Exchange. It reported $720 million in revenue in 2022, an increase of 40% year-over-year. More than $1 trillion in construction volume has run on its construction management software platform.Hodges manages a team of 300 people.Stories (with lessons) about what she made in marketingSome lessons from Hodges that emerged in our discussion:It is okay to think outside the box but make sure you don't create surprises! To grow as a marketing leader, make the leap to new, unfamiliar, even uncomfortable rolesYou have to walk in your customer's shoes.... LITERALLY. Set and declare your expectationsCoach and simply ask questions, don’t dictateBelieve in yourselfRelated content discussed in this episodeCreate innovative marketing using AI technology paired with MECLABS consumer psychology. Get a free trial to the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Transparent Marketing: How to make your product claims credible … not incredible (https://marketingexperiments.com/value-proposition/transparent-credible-product-claims)The Hidden Upside of the COVID-19 Crisis for Brands and Marketers: 10 opportunities (https://www.marketingsherpa.com/article/other/hidden-upside-COVID-crisis-brands-marketers-10-opportunities)Consumer Financial Services Marketing: Your customer is your most important stakeholder (podcast episode #39) (https://www.marketingsherpa.com/article/interview/consumer)Marketing 101: What is influencer marketing? (https://sherpablog.marketingsherpa.com/social-media-marketing-2/marketing-101-what-is-influencer-marketing/)Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

In 1957, Vance Packard wrote a book called ‘The Hidden Persuaders,’ about the mysterious arts of advertising, and how advertising agencies research ways to manipulate people.I don’t know about you in your career, but I don’t want to be that guy. The way I see it, companies create value. And in a capitalist society of choice, they need to communicate that value to the ideal customer in a way that helps the customer perceive it.So when I read a lesson like ‘authenticity is fundamental’ in a podcast guest application – with a real advertising story behind it – it resonates with me.That lesson comes from Tom Ghiden, Managing Director, JOAN London (https://www.joancreative.com/), and he joined me on How I Made It In Marketing to share the story behind that lesson, along with many more lesson-filled stories. JOAN Creative was named Small Agency of the Year by Adweek, at which point the magazine reported JOAN had $20 million in projected revenue for 2022 – an 80% year-over-year increase. The agency has been in business since 2016 with the New York office, and Ghiden opened the London office six months ago.Stories (with lessons) about what he made in marketingSome lessons from Ghiden that emerged in our discussion:Authenticity is fundamentalKeeping a brand modern helps to drive longevity.All sorts of brands can benefit from humorLessons (with stories) from people he collaborated withTrust in failureHow to embrace empathy and authenticity in leadership – set boundaries and stick to themHumanity and transparency are fundamental in creative relationshipsRelated content discussed in this episodeCreate advertising messages based on the results of 10,000 marketing experiments with MECLABS AI. Get a free trial to MECLABS AI and the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).An Effective Value Proposition: What it is, why it is so important to business and marketing success, and how to use it (https://www.marketingsherpa.com/article/how-to/value-proposition-business-marketing%20success)World-Class Consumer & Retail Brands: What right do we have as a brand to be in that business? (Podcast Episode #15) (https://www.marketingsherpa.com/article/interview/consumer-retail-brands)Innovation Leadership and Coaching: You should almost always do less than you think (podcast episode #46) (https://www.marketingsherpa.com/article/interview/innovation)Creative Marketing: Does it all make sense? (Podcast Episode #19) (https://www.marketingsherpa.com/article/interview/creative)For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Let me confess something to you right now — I have my share of weaknesses.I’m sure you’re not shocked to hear that. We all do, right?But I don’t go ‘all in’ on improving them. Instead, I focus on my strengths. I learned this lesson from John Maxwell long ago.He said, “We’re taught to be well-rounded and to improve our weaknesses. However, in many arenas of life, we naturally perform poorly. Even with hard work, we will never become better than average in them. The reality is that people don’t pay for average. No one gets excited to dine out at an average restaurant, to spend two hours watching an average movie, or to hire someone with average abilities.”I’ve internalized that and live that in my career. So I was excited when I saw the podcast guest application from my latest guest, and wanted to talk to this kindred spirit to learn how he has taken this approach in his – quite successful – career.But with all due respect to Maxwell, I like how my latest guest worded it even better – “focus on your left foot.” To learn the story behind that lesson, along with many more lesson-filled stories, I spoke with Asim Zaheer, Chief Marketing Officer, Nasuni (https://www.nasuni.com/).Since its founding, Nasuni has raised $169 million, with the latest funding round a $25 million investment in which all previous investors participated, including Goldman Sachs, Telstra Ventures, and Northbridge Venture Partners.Nasuni is above $100 million in annual recurring revenue and Zaheer manages a marketing budget of approximately 10% of that revenue. Stories (with lessons) about what he made in marketingSome lessons from Zaheer that emerged in our discussion:Focus on your left footBe an influencer (and I don’t mean Instagram)Be like Randy (research and rehearse your presentations)Team above selfRelated content discussed in this episodeAdvance your career by building your artificial intelligence skills. Get a free trial to the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Here’s one thing I love about a career in marketing. I’ve gotten the opportunity to learn the inner workings of so many other industries I would have never been exposed to if I didn’t have to tell their story.So I learned that my skill isn’t necessarily to know everything about every industry. But it’s to be able to learn quickly, work with subject matter experts to get the knowledge out of their head, and clearly communicate it to the ideal customer.Or as our latest guest puts it – “You don’t have to know it to lead it.”To hear the story behind that lesson, along with many more lesson-filled stories, I spoke with Christine Healy, Chief Growth Officer, Seniorly (https://www.seniorly.com/).Seniorly has raised $6.5M in Series A funding. Healy and her team have attracted 5 million visitors per year to the site.Stories (with lessons) about what she made in marketingSome lessons from Healy that emerged in our discussion:Believe in peopleEmbrace the crisisSay ‘yes, and’You don’t have to know it to lead itThe best outcomes are created when teamwork is at the forefront Present situations in a “win-win” lightPower comes from attitude, attention, and presenceNo role is high enough to be disconnected from day-to-day activities and initiativesRelated content discussed in this episodeGet access to the Prompt Kit with your FREE trial to the AI Guild:  ✅Checklist for optimizing your prompts  📑Series of templates for marketing prompts  💪Series of followup prompts that produce stronger answers  🔥Elements of a powerful prompt  🌐'Switches' that tap into cultural concepts  🛠️Custom instructions for modifying GPT4 Plus  🗃️Prompt database  Begin your FREE trial at MECLABS.com/AI(MECLABS is the parent organization of MarketingSherpa)How I Made It In Marketing podcast (https://www.marketingsherpa.com/podcast)Transparent Marketing: How to earn the trust of a skeptical consumer (https://marketingexperiments.com/value-proposition/transparent-marketing)Transparent Marketing: How to make your product claims credible … not incredible (https://marketingexperiments.com/value-proposition/transparent-credible-product-claims)Improve your Marketing Collateral with a Proven Methodology (https://meclabs.com/about/heuristic)The Psychology of Blue Jeans: What marketers can learn from 150 years of Levi Strauss customer letters – Podcast Episode #4 (https://www.marketingsherpa.com/article/interview/customer-psychology)Customer Engagement: Marketing case studies from Coors Light, a professional soccer team, and a private jet charter (https://www.marketingsherpa.com/article/case-study/customer-engagement)Marketing Operations: Process is the foundation for success (podcast episode #58) (https://www.marketingsherpa.com/article/interview/marketing-operations)Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Running a marketing department or agency can feel a bit like being in that Jay-Z song.And I gotta admit, sometimes I feel overwhelmed by 99 problems that come my way.So I appreciate the ray of sunshine who is my next guest, who reminds us that ‘Solving problems for people is a privilege, not a burden.’To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Rich Davis, Founder and Chief Creative Officer, ThinkSpark (https://thinksparkinc.com/).In five years, ThinkSpark has grown its gross revenue from $600,000 to a projected $6 million for 2023. Davis leads a team of 15 at ThinksSpark.Stories (with lessons) about what he made in marketingSome lessons from Davis that emerged in our discussion:Many of the day-to-day annoyances that inspired him to sell, he actually missed after he soldMost clients would rather have passion vs perfectionDon’t look at delegating as a taskBe true to your brandLet others talk first. Always let them finish their thoughts. Leadership can be more about listening than talking.Solving problems for people is a privilege, not a burdenYou can’t please everyoneRelated content discussed in this episodeGet the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Copywriting and Value Proposition: Unleashing the power of compelling copy (https://sherpablog.marketingsherpa.com/copywriting/copywriting/)Servant Leadership in Marketing: We are only as good as how we handle humbling moments (podcast episode #54) (https://www.marketingsherpa.com/article/interview/servant-leadership)“Authenticity” vs. “Professionalism”: Should you be your authentic self in your brand’s content and marketing? Or must you adhere to certain strictures considered “professional” in your industry? (https://www.marketingsherpa.com/article/case-study/authenticity)Marketing Leadership: Embracing questions and overcoming pretense (podcast episode #74) (https://www.marketingsherpa.com/article/interview/marketing-leadership-podcast)Customer Service Chart: How likely customers are to let your brand fix its mistakes (https://www.marketingsherpa.com/article/chart/how-likely-customers-let-brand-fix-mistakes)Customer Loyalty Chart: Just how big of an effect does customer satisfaction have on loyalty? (https://www.marketingsherpa.com/article/chart/loyalty-effect-customer-satisfaction)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

In every survey we conducted for benchmark reports, one challenge consistently topped the list among marketers – the size of the marketing budget.I mean, who could argue. We would all want a bigger budget, right?And while a hefty budget is a dream for many, this episode’s guest is a testament to the idea that constraints can actually be a catalyst for innovation and creativity.I spoke with Jesse Keyser (https://www.facebook.com/JesseKeyserEntrepreneur), a franchisee of Sports Clips, Oxi Fresh Carpet Cleaning, and Ideal Image, and Chair of the Multi-unit Franchising Conference.Keyser is co-owner of 50 locations across the U.S., with a combined $10 million in annual revenue.He manages a team of 350 and keeps their marketing budget between four and seven percent of revenue for each location.Stories (with lessons) about what he made in marketingSome lessons from Keyser that emerged in our discussion:Constraints often pave the way for innovation and creativityA strategic and unconventional launch can set the stage for ongoing business successA grand opening is not just an event; it's a statement of intentLocalized marketing (when done right) can outperform broader, generic campaignsTeaming up with trusted allies can magnify potential and outcomesNetworking with industry experts can offer a fresh perspective and open doors to opportunitiesEngaging directly with decision-makers can shape policies that benefit the entire business communityRelated content discussed in this episodeGet the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Creative Inspiration: 9 mini case studies of marketing campaigns and business ideas sparked by unorthodox inspiration (https://www.marketingsherpa.com/article/case-study/9-mini-case-studies-of-creative-marketing)Hospitality Marketing: Have a Gumby attitude to any launch (Podcast Episode #20) (https://www.marketingsherpa.com/article/interview/hospitality)Nonprofit Marketing: What you can learn from B2B and consumer marketing (https://sherpablog.marketingsherpa.com/non-profit-fundraising/learn-from-b2b-and-b2c-2/)Subscribe to our podcastThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

You’re reading this podcast description right now. But are you really paying attention? I mean, really tuned in?Or are you half reading and half thinking of your upcoming deadlines, a campaign that underperformed, and a plethora of other tasks, goals, and concerns?Actually being in the moment – and wringing the most we can get out of it – is so difficult during these modern times. Which is why I love a lesson in the podcast guest application for this episode’s guest, “Stop running to stand still.”Sometimes we’ve got to get step off that treadmill and focus on being where we are.To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Justine Greenwald, Chief Creative Officer and Co-Managing Director, Mosaic (https://www.mosaic.com/).Mosaic is an Acosta Group Agency. Privately held Acosta Group is 96 years old and serves 2,500 clients, including 60 billion-dollar brands.As Chief Creative Officer, Greenwald overseas the strategy, creative, and design departments – 65 people across North America.Stories (with lessons) about what she made in marketingSome lessons from Greenwald that emerged in our discussion:Award-winning work takes a lot of workIf you build it, they will comeFind fantastic mentorsDo good by the work and do good by your peopleStop running to stand stillDisconnect to create concepts that will connectRelated content discussed in this episodeGet the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Customer Experience: Take risks, fail early, and learn fast (podcast episode #32) (https://www.marketingsherpa.com/article/interview/customer-experience)The Conversion Heuristic Analysis: Overcoming the prospect’s perception gap (https://marketingexperiments.com/conversion-marketing/episode-3-conversion-heuristic-analysis)Talking at Your Customers vs. Talking to Your Customers (https://marketingexperiments.com/email-marketing/talking-at-customers-vs-talking-to)Subscribe to our podcastThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application