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“Details matter.” That is a key lesson from our latest guest on How I Made It In Marketing. In fairness, it’s probably not a breakthrough new idea to you, right?But what she said next is the beauty (in my biased opinion) of what we do on the podcast – she told the story of how she lived that lesson with a fascinating example involving Stevie Wonder.Everybody knows “details matter,” but as Stephen Covey said, “What is common sense isn’t common practice.” That’s why the stories our guest tell can be so helpful – it can give you the information and inspiration to turn these lessons into common practice in your career.Here’s what her story did for me… while I will never create a VH1 award for Stevie Wonder, her story inspired me to think where I can be more detail oriented as a writer.And my mind landed on a test I saw Flint McGlaughlin teach in Effective Headlines: How to write the first 4 words for maximum conversion (https://meclabs.com/course/sessions/effective-headlines/), where he showed how dropping four words from a headline lead to an 88% increase in conversion.I hope our latest guest sparks ways for you to connect the dots in your daily work and overall career. Dr. Mara Einstein is Professor of Media Studies at Queens College (https://www.qc.cuny.edu/), part of the City University of New York system, where she recently launched a program in advertising.Dr. Einstein has written six books, most recently Black Ops Advertising: Native ads, content marketing, and the covert world of the digital sell (https://www.orbooks.com/catalog/black-ops-advertising-by-mara-einstein/). At the time of our conversation, she was deep into researching her latest book (on multi-level marketing) having just attending a conference hosted by Bill Keep.Some lessons from Dr. Einstein that emerged in our discussion:Always vet the talent.Tell the interns that when they aren't doing the job, you’re not going to do them any favors.Details matter....Be nice.Know when to quit.Help push people to believe they can do more than they think they can.There are people who have your back.Related content mentioned in this episodeHospitality Marketing: Have a Gumby attitude to any launch (podcast episode #20)(https://www.marketingsherpa.com/article/interview/hospitality) – Discussion with Chad Brown, Chief Marketing Officer, JC Hospitality (owner and property manager of Virgin Hotels Las Vegas)Evidence-based Marketing: This blog post will not solve your most pressing marketing challenges…yet (https://sherpablog.marketingsherpa.com/research-and-measurement/marketin-challenges-survey/)Content Marketing: Harvard Business School’s Michael Norton discusses surprising consumer behavior research (https://sherpablog.marketingsherpa.com/marketing/content-marketing-consumer-behavior-research/)About this podcastThis 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.
We recently launched a free digital marketing course – Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/). And here’s one thing I’ve noticed…even the most experienced executive makes a mental shift when taking a course – from decision maker to student. From the one dishing out the advice to someone malleable and open to expanding their knowledge base.Marketers and entrepreneurs need to make this mindshift throughout our careers – a lesson our next guest discovered when entering the ecommerce space many years ago and again more recently while launching a startup in the NFT industry. “Always be a student,” he says.You can hear the story behind this lesson – and many more lesson-filled stories – from Frank Weil, Founder & CEO, Myntr (https://www.myntr.io/), in our latest episode.The team Weil manages at Mynter consists of 10 people and two agencies. And Myntr itself is an agency for Advertising Week and Nathan’s Hot Dog Eating Contest.Some lessons from Weil that emerged in our discussion:Find great mentors for all aspects of your life.Do not resist change.Always be a student. The best opportunity with the wrong leader is a painful uphill journey, but with the right leader/partner, a tough task is achievable. It is ok to say no! One-third of your revenue goes to expenses, one-third goes to people/payroll, and the other one-third goes to profit. Related content mentioned in this episodeScaling to a $15 million company in 18 months by transparently serving an ideal customer (and saying “no” to other business) (podcast episode #1) – Whitney Hill, Co-Founder and Head of Business Operations & Development, Snap ADU (https://www.marketingsherpa.com/article/interview/scaling-podcast)About this podcastThis 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.Our next live workshopJoin us for our next live workshop – Boost conversion. Learn from 150+ CTA experiments. (https://sharpspring.meclabs.com/boost-your-conversion-august-10-workshop?utm_source=site)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters
“You need to commit yourself to mastering you art,” Flint McGlaughlin teaches in High-Converting Landing Page: If you don’t ask this question you will never maximize conversion (https://meclabs.com/course/sessions/high-converting-landing-page/). So true. Here’s one way to do that.In my most recent podcast discussion, my guest shared a simple methodology she uses (I’m not one for hyperbole, but frankly it was a life-changing methodology) to help her get the time to focus on what is most important – both at work and at home.You can hear the story behind that methodology from Tiffany Grinstead, Vice President of Personal Lines Marketing, Nationwide (https://www.nationwide.com/).The insurance and financial services company is #80 on the Fortune 500 with $47 billion in revenue. Grinstead is in charge of all marketing for the personal lines business, sitting in the cabinet of the Personal Lines president. She manages a team of 20, works in a matrixed organization with additional resources, and personally manages a direct budget of $20 million.Stories (with lessons) about what she made in marketing and the people she made it withMake your mistakes as fast as you can.Employ a triage method – should, could, must.Data tells stories if you listen closely.People won't put you there until they see you there.Define your relationships for yourself. Think like a business leader. Related content mentioned in this episodeHow to overcome 9 common marketing and web design mistakes (https://marketingsherpa.com/article/case-study/overcome-common-marketing-web-design-mistakes)Data Poetry in Marketing, PR & Corporate Communications (Podcast Episode #17) (https://www.marketingsherpa.com/article/interview/data-poetry)– Discussion with Michael Diamond, Academic Director and Clinical Assistant Professor in Integrated Marketing and Communications, NYU School of Professional StudiesA/B Testing for Fun and Profit [Subject Line Writing Contest] (https://marketingexperiments.com/a-b-testing/copyblogger-subject-line-contest)Gaining Business Leader Buy-in: 7 CEO personas (https://sherpablog.marketingsherpa.com/marketing/seven-ceo-functional-personas/)About this podcastThis 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 free digital marketing course (https://meclabs.com/course/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters
“Don’t ask before you have communicated enough perceived value,” Flint McGlaughlin taught in Customer-First Objectives: Discover a three-part formula for focusing your webpage message (https://meclabs.com/course/lessons/customer-first-objectives/).This is true in our marketing, but it is also true in how we handle ourselves in our careers, as this episode’s podcast guest summed up well with the lesson, “Always give something before you expect something.”You can hear the story behind that lesson in this episode from Sarah Bennight, Director of Marketing for the Communication Solutions service line of Stericycle (https://www.stericycle.com/en-us). Stericycle had $2.6 billion in revenue in 2021. Bennight manages a $1 million budget, six direct reports, and three agencies.Stories (with lessons) about what she made in marketingSome lessons from Bennight that emerged in our discussion:Your brand promise is everything. Never underestimate the power of a great project manager. Have a plan, but don’t be afraid to blow it up when the market/target needs shift. Not all marketing metrics are equal. Show leadership a story, not raw data. Always give something before you expect something.Find your joy.You can have it all.Related content mentioned in this episodeMarketing Chart: The importance of making the right promise with your marketing (https://www.marketingsherpa.com/article/chart/make-the-right-promise) Headline Writing: 6 before and after headline examples with results to help improve your copywriting (https://www.marketingsherpa.com/article/case-study/headline-writing-6-before-and-after-headline-examples-with-results)Four Techniques to Improve Analytics Based on Customer Knowledge (https://www.marketingsherpa.com/video/webinar/four-techniques-to-improve-analytics)About this podcastThis 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 free digital marketing course (https://meclabs.com/course/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters
“If the marketer does not know where to focus; then the prospect will not know where to focus,” Flint McGlaughlin taught in Customer-First Objectives Application Session: See real webpages optimized for marketing conversion (https://meclabs.com/course/lessons/customer-first-objectives-application-session/).To help drive home this lesson for you, we found a great story of relentless focus from our next podcast guest. While at PayPal, he made it his mission to develop programs that would educate new customers about the product, and it took two years of relentless focus before his efforts paid off. It’s all too easy for marketers to chase the newest, shiniest object, so we wanted to inspire you with this story of enduring tenacity.And that’s just one of the lesson-filled stories you’ll hear from our latest podcast guest – Dhiraj Kumar, Chief Marketing Officer, Dashlane (https://www.dashlane.com/). Kumar manages a team of 40 at the software company.Stories (with lessons) about what he made in marketingTenaciously focus on a few things until you solve them.  Be purposeful in creating and encouraging serendipity.Marketing is a craft that requires multidimensional thinking.Create space for failure.Approach customers like an engineer and solve their problems.Related content mentioned in this episodeThe Long-Term-Growth Product Launch: Cuisinart has been selling the same food processor since the ‘70s (Podcast Episode #13) – https://www.marketingsherpa.com/article/interview/long-term-growth-businessHow I Made It In Marketing podcast – https://marketingsherpa.com/podcast – “When you mess up you think you are the only one messing up, right? It's amazing. And I love your podcast because you hear all these stories and like, that's what I went through. And there is something special about as a marketing community, commiserating and kind of sharing stories and kind of seeing we all have been through that journey,” Kumar said. About this podcastThis 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 free digital marketing course – https://meclabs.com/course/Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters
“A value proposition focuses on a specific customer segment,” Flint McGlaughlin taught in Value Proposition Definition: Optimize your conversion rate with this powerful question (https://meclabs.com/course/lessons/value-proposition-definition/).  I thought of this lesson while our latest guest talked about how he learned to ruthlessly prioritize. When I asked what role customer segmentation plays, he replied, “Absolutely. You're spot on, because the way that we look at it is – who are the people that we want to talk to…”You can hear the full conversation below with Francois-Xavier Reodo, Chief Marketing Officer for North America, Capgemini Invent (https://www.capgemini.com/about-us/who-we-are/our-brands/capgemini-invent/). Capgemini Invent, and its recently acquired frog design studio, are the innovation brands within Capgemini, a technology services and consulting company with €18 billion in revenue, 340,000 employees, and operations in 50 countries.You can listen using the embedded player below or click through to your preferred audio streaming service.Stories (with lessons) about what he made in marketingSome lessons from Reodo that emerged in our discussion:Always have fun.Build communities and coalitionsRuthlessly prioritizeAt no point in your career does anyone tell you “Now you can start making decisions.” You are powerful. Related content mentioned in this episodeCustomer-First Marketing Strategy: The highest of the five levels of marketing maturity – https://sherpablog.marketingsherpa.com/b2c-marketing-2/5-levels-marketing-maturity/MarketingSherpa Customer Satisfaction Research Study – https://marketingsherpa.com/freestuff/customer-first-studyCreative Marketing: Does it all make sense? (Podcast Episode #19) – https://www.marketingsherpa.com/article/interview/creativeAbout this podcastThis 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 free digital marketing course – https://meclabs.com/course/Live eventGet more inventive marketing ideas. Join the MarketingSherpa and MECLABS Institute team on June 29th at 3 pm EDT for Buyer Psychology: Learn the 4 best ways to increase the power of your value proposition – https://meclabs.com/BuyerPsychologyGet more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters
 “The key to transformative marketing is a transformed marketer,” Flint McGlaughlin taught in Landing Page Creation and Optimization: 6 key questions to prepare the marketer (https://meclabs.com/course/lessons/landing-page-creation-and-optimization/). My latest guest made a hugely transformative change, rebranding her company from General Electric. Imagine having to rebrand from one of the most legendary brands of all time – Thomas Edison, Menlo Park, the light bulb, the Carousel of Progress at Tomorrowland, “We Bring Good Things to Life,” and on and on.So I had to ask her – what did you have to transform in yourself to make this major marketing transformation possible?Hear that story, and so much more, in my discussion with Meghan Gainer, Vice President of Marketing and Communications, DSD Renewables (https://dsdrenewables.com/).DSD was formerly known as GE Solar and is now owned by BlackRock Real Assets. Gainer has managed budgets from $1 million to $10 million and teams from three to 15 people.Stories (with lessons) about what she made in marketingPut stock in your own brandWhen no one is raising their hand for something that can make an impact, raise your handCustomer experience and feedback are vital to successYour company is not your advocate, you need to advocate for yourselfAppreciate your employees – let them challenge themselves, provide feedback and grow…even if it means you’re going to lose them.When you find people you work well with, stick together and you’ll always enjoy what you do.Related content mentioned in this episode Customer-First Marketing: The customer is always right … but not always right for your company (https://sherpablog.marketingsherpa.com/b2c-marketing-2/customer-is-always-right-but-not-always/) The Indefensible Blog Post: Forget Charlie Sheen, here are 5 marketing lessons from marketers (https://sherpablog.marketingsherpa.com/marketing/marketing-lessons-peers/) Data Poetry in Marketing, PR & Corporate Communications (Podcast Episode #17) (https://www.marketingsherpa.com/article/interview/data-poetry)14 Strategies for Hiring and Retaining Marketing Professionals (https://www.marketingsherpa.com/article/case-study/marketing-hiring)About this podcastThis 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 free digital marketing course (https://meclabs.com/course/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters
“Beware of going wide with your marketing before going deep with your thinking,” Flint McGlauglin taught  in What is the most important question to ask before creating a high-converting landing page? (https://meclabs.com/course/lessons/high-converting-landing-page/)This episode's guest told our host a story about launching an ecommerce store that was the perfect illustration of Flint’s teaching. He put it this way – “Get scalable fulfillment in place before you generate demand.” In other words, go deep before you go wide.That's just one of the lesson-filled stories you’ll hear in this episode from Chad Brown, CMO, JC Hospitality – owner/property manager of Virgin Hotels Las Vegas (https://virginhotelslv.com/).The hotel is part of the Curio Collection by Hilton and has a Mohegan Sun Casino. JC Hospitality is a joint venture between Bosworth Hospitality Partners LLC & Juniper Capital Partners. Brown manages a marketing budget of about $7 million dollars with 10 direct reports & 5 agencies.Stories (with lessons) about what he made in marketingSome lessons from Brown that emerged in our discussion:Understand the “why” behind any current program, process, or structure before you make significant changesGet scalable fulfillment in place before you generate demandAllow for customization while maintaining brand standards & servicesHave a Gumby attitude during launchMarketing decisions have a ripple effect on the entire organizationBe self-aware of how others perceive you, or more importantly, your delivery of information. A positive attitude can be viral in any settingRelated content mentioned in this episode Customer-First Marketing: A conversation with Wharton, MarketingSherpa, and MECLABS Institute (https://sherpablog.marketingsherpa.com/consumer-marketing/wharton-interview-customer-first-marketing/) Scaling to a $15 million company in 18 months by transparently serving an ideal customer (and saying “no” to other business) (https://www.marketingsherpa.com/article/interview/scaling-podcast) What is the most important question to ask before creating a high-converting landing page? (https://meclabs.com/course/lessons/high-converting-landing-page/) World-Class Consumer & Retail Brands: What right do we have as a brand to be in that business? (https://marketingsherpa.com/article/interview/consumer-retail-brands)Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (Podcast Episode #11) (https://marketingsherpa.com/article/interview/revenue-growth-podcast) About this podcastThis 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 free digital marketing course (https://meclabs.com/course/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters
“People don't buy from websites; people buy from people.”That quote is from Flint McGlaughlin in Website Wireframes: 8 psychological elements that impact marketing conversion rates (https://meclabs.com/course/lessons/website-wireframes/).And it’s true of your advertising and marketing as well. Which is what stuck out to me in the podcast guest application from our latest guest. He said, “if you don’t like it, nobody else will.” I hear that as bringing humanity to your marketing, and not taking a “we’ll fool them” approach to your brand’s relationship with its customers. I hear it as, “If you don’t put some element of yourself in your work, nobody else will really engage with it on a human level.”It got me thinking – musicians, novelists, comedians, and other artists pour themselves into their work. Why shouldn’t marketing and advertising creatives?That is just one of the insights our guest latest guest sparked in me. Listen now and see what ideas he will spark in you. Carlo Cavallone is the Global Chief Creative Officer and Partner at 72andSunny (https://www.72andsunny.com/), an agency owned by Stagwell. As part of the agency’s leadership team, Cavallone helps manage the agency’s global team of 400 employees.Some lessons from Cavallone that emerged from our discussion:Never, ever, ever go on a shoot without a fully approved concept.“Better is temporary.”If your client is not as ambitious as you are, you’re not going to do anything great.Does it all make sense?If you don’t like it, nobody else will. Finish what you started. If it’s not great, it’s probably bad.Related content mentioned in this episode Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (https://marketingsherpa.com/article/interview/revenue-growth-podcast)99 Problem Ideas: “Harvey Gabor (art director on Coke’s iconic campaign) burned my ad concept with a lighter” (https://www.marketingsherpa.com/article/interview/99-problem-ideas-harvey-gabor-art-director-on-coke-s-iconic-campaign-burned-my-ad-concept-with-a-lighter)Transparent Marketing: Do your campaigns sound like North Korean propaganda? (https://marketingexperiments.com/e-commerce-marketing/transparent-marketing-campaigns)About this podcastThis 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 free digital marketing course (https://meclabs.com/course/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newsletters
“Remember the prospect is a person. Do not talk AT them; talk TO them.” This quote comes from Flint McGlaughlin in Above-the-Fold Psychology: How to optimize the top 4 inches of your webpage (https://meclabs.com/course/lessons/above-the-fold-psychology/). And it exemplified the conversation with our latest guest, who literally went into people’s homes and looked in their closets to better understand and communicate to her brand’s customers. Lindsey Lindemulder is the Brand Marketing Director for Merrell (https://www.merrell.com/US/en/home), where she manages a team of five. The hiking footwear and outdoor gear company is a wholly owned subsidiary of shoe industry giant Wolverine World Wide. Some lessons from Lindemulder that emerged from our discussion:“There is only one way to eat an elephant: a bite at a time.”Strong customer insights are the foundation of great creative.Look in people’s closets.Mindfulness at work is essential.Woman can and should be in leadership positions. Work hard, do cool shit, and be humble. Related content mentioned in this episode Corporate Creativity: Managing your marketing team (and career) to balance innovation and execution (https://sherpablog.marketingsherpa.com/marketing/corporate-creativity-jeff-stibel-lisa-nirell/)Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (Podcast Episode #11) (https://marketingsherpa.com/article/interview/revenue-growth-podcast)The Hidden Side of Email Marketing: The once-and-done option, A/B testing and a supersmart kind of dumb (https://sherpablog.marketingsherpa.com/consumer-marketing/challenge-marketing-status-quo/)About this podcastThis 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 free digital marketing course (https://meclabs.com/course/).Join us for our next interactive session from the course on Wednesday, June 1st, 2022 – How to Craft Your Value Proposition: A live, working session with Flint McGlaughlin (https://meclabs.com/course/how-to-craft-your-value-proposition/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newsletters
“Trust yourself.” That is a key lesson shared by our latest guest, an academic leader. And really, that is the goal of education, right? To build your capacity, so you can trust yourself to effectively execute. We also believe in the importance of capacity building for entrepreneurs and marketing professionals. For example, we provide free marketing thought tools (https://meclabs.com/course/tools/) – simplified frameworks to help spark your next great marketing campaign. We call them “thought tools” because they help spark your ideas and insights, so you can trust yourself instead of trusting some tools’ secret AI to magically provide the answer. “Trust yourself” is just one of the lessons shared by Michael Diamond (https://www.linkedin.com/in/michaeldiamond/), Academic Director and Clinical Assistant Professor in the Integrated Marketing and Communications Department (https://www.sps.nyu.edu/homepage/academics/divisions-and-departments/division-of-programs-in-business/integrated-marketing.html), New York University School of Professional Studies, in our latest podcast episode. Diamond supports over 1,000 graduate students and more than 200 faculty members at NYU.Some lessons from Diamond that emerged from our discussion:Build capabilities that endure, and not just quick fixes to near-term problems.Tackle problems with integrity, self-reflection, and some humor.Trust yourself and your instincts, especially when you feel passionate about something.Speak truth to power. Trust yourself.“We hired you because you are smart, you have our support, and we expect you can figure it out.” “It’s not just the how and what of marketing and PR, but often ‘who’ is in the room.”Related content mentioned in this episodeThe MarketingExperiments Quarterly Research Journal (https://marketingexperiments.com/journals/1st%20Quarter%20(2011)%20-%20MEx%20Research%20Journal.pdf)Executive Master's in Marketing and Strategic Communications (https://www.sps.nyu.edu/homepage/academics/masters-degrees/executive-masters-in-marketing-and-strategic-communications.html)Value Proposition Workshop (https://meclabs.com/services/value-proposition)Franchising and Marketing: In a world of chicken dinners, be a lobster dinner (Podcast Episode #14) (https://www.marketingsherpa.com/article/interview/franchising-and-marketing)Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (Podcast Episode #11) (https://www.marketingsherpa.com/article/interview/revenue-growth-podcast) Marketing Wisdom: In the end, it’s all about… (https://sherpablog.marketingsherpa.com/social-networking-evangelism-community/marketing-wisdom-last-post/)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newsletters
When managing a marketing team, success is not necessarily a straight line. No instant inputs and outputs. After all, your team isn’t just filled with employees, it’s filled with human beings.Complex, fallible, emotional, confusing, questioning human beings. All of us, together, experiencing the human condition while trying to be productive, together, working in an organization.I say this because, if you’re not careful you might just fast forward to ramming your way through to the goal. The real challenge is to coax fellow humans along to that goal. Enabling them. Preparing them.In our free digital marketing course, we describe it this way – Website Strategies: 4 ways to prepare your marketing team to increase conversion rates (https://meclabs.com/course/lessons/website-strategies/). Not just, how to get higher conversion rates. No. Ways to prepare your team. And our latest guest manages with the same philosophy. “Pre-sell key ideas internally,” she says. “Build strong CFO relationships,” she says. Don’t just charge ahead with gusto. Lay the groundwork for success.Those are just some of the lessons Jeanne Hopkins, Chief Revenue Officer, OneScreen.ai (https://www.onescreen.ai/), shared with Daniel Burstein in our latest podcast episode. Hopkins was the Chief Marketing Officer of MarketingSherpa (https://www.marketingsherpa.com/) and sister publication MarketingExperiments (https://marketingexperiments.com/) before this podcast's host even started here, and he's  been here 13 years. She’s had 11 C-level or VP-level marketing roles in her career. And today Hopkins leads a team of 19 (with three more hires slated for this quarter) and manages a $6.2 million budget. In other words, she has a wealth of experience that I thought you could learn a lot from. Stories (with lessons) about what she made in marketingSome lessons from Hopkins that emerged in this discussion:Build strong CFO relationships.Pre-sell key ideas internally.Allow your team to shine.Loyalty first. Hire in batches.Remember your interns.Related content mentioned in this episodeThe Long-Term-Growth Product Launch: Cuisinart has been selling the same food processor since the ‘70s (Podcast Episode #13) (https://www.marketingsherpa.com/article/interview/long-term-growth-business)Table Fries (Hopkins’ podcast) (https://tablefries.com/)How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template) (https://sherpablog.marketingsherpa.com/marketing/how-to-sell-to-your-boss/)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 episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis 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
“Replace the claim with the reason” – that lesson comes courtesy of Website Wireframes: See real webpages optimized for marketing conversion (https://meclabs.com/course/lessons/website-wireframes-application-session/). It’s far easier to make empty claims than provide true reasons for customers to buy. Especially if you’re a copywriter, designer, or junior-level brand marketer who doesn’t know a compelling reason the customer should buy.But customers are far more likely to act if you provide them compelling reasons instead of empty claims.So, our latest podcast discussion did my heart some good, as Derek Detenber, Chief Marketing & Merchandising Officer, Batteries Plus (https://www.batteriesplus.com/), discussed specific stories of how he helped shape brand positioning and define the purpose of a business – leadership that can help the marketing team and supporting agencies clearly communicate a reason for customers to buy.You can listen using the embedded player below or click through to your preferred audio streaming service.   First, a little background… Batteries Plus is a consumer electronic retailer with more than 700 locations.Stories (with lessons) about what he made in marketingSome lessons from Detenber that emerged in our discussion:A quality product isn’t enough, you need to craft experiences.Understand the economics of the business.Don’t just focus on your direct competitors. Sweat the details. Be strategically consistent and tactically agileUnderstand the purpose of the business.Leadership requires talent and passion.Related content mentioned in this episodeMarketing Budget Charts: B2B customer experience investments (plus 4 budgeting tips) (https://www.marketingsherpa.com/article/chart/marketing-budget-charts-b2b-customer-experience-investments)Market Competition 101: The 3 types of competitors to keep an eye on (https://sherpablog.marketingsherpa.com/marketing/competition-types-to-watch/)My Five Greatest Mistakes as A Leader: 30 years of painful data (that might help you) (https://sherpablog.marketingsherpa.com/leadership/5-leadership-mistakes/)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis 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 free digital marketing course (https://meclabs.com/course/).
When our latest guest told me the story of how she learned, “exclamation points are for lazy people,” it reminded me of “foster conclusions with specific, quantifiable facts” ...a lesson from Above-the-Fold Energy: How to engage the prospect’s mind with a carefully crafted opening (https://meclabs.com/course/lessons/above-the-fold-energy/). Take a look at your headlines, sub-headlines, opening paragraphs and other writing you use to communicate about your business. Are you trying to force potential customers to believe it with (literal or figurative) exclamation points? Or are you helping foster conclusions by presenting information?That is an opportunity for marketing optimization Nicole Salla sparked in me during our discussion. Listen now to discover what ideas the Chief Marketing Officer of Kiddie Academy (https://kiddieacademy.com/) will spark in you.But first, a little background… Kiddie Academy has 300 locations in 33 states and DC, with 30 new locations opening this year,  and Salla manages a marketing team of 20, plus agency partners.Stories (with lessons) about what she made in marketingSome lessons from Salla that emerged in our discussion:Nothing is created alone. Make others part of the discussion.To be successful in marketing, it is critical to be a skilled salesperson.LISTEN (with your ears, your eyes, and your gut).Exclamation points are for lazy people. In a world of chicken dinners, be a lobster dinner.When there is a philosopher in the room, you need to diffuse “idea grenades.” Related content mentioned in this episodeMarketing Career: How to become an indispensable asset to your company (even in a bad economy) (https://marketingexperiments.com/value-proposition/marketing-career)99 Problem Ideas: “Harvey Gabor (art director on Coke’s iconic campaign) burned my ad concept with a lighter” (https://www.marketingsherpa.com/article/interview/99-problem-ideas-harvey-gabor-art-director-on-coke-s-iconic-campaign-burned-my-ad-concept-with-a-lighter)Headline Formulas: A step-by-step process for radically transforming your copywriting (https://meclabs.com/course/lessons/headline-formulas/)Search the MarketingSherpa Library (https://www.marketingsherpa.com/library) – 8,788 articles, videos, and podcasts (including 1,726 case studies)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis 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 free digital marketing course (https://meclabs.com/course/)
Before you optimize your marketing, you must optimize yourself. Which is why we have offered free digital marketing course sessions like The Marketer’s Self Image: Three distorted concepts that are robbing your conversion results (https://meclabs.com/course/lessons/the-marketers-self-image/). This approach to self-optimization was top-of-mind as we heard lessons from our latest guest. Lessons like “you must remain wet clay” and “find intellectual inspiration.”Listen now to hear Mary Rodgers, Head of Marketing Communications, Cuisinart (https://www.cuisinart.com/), discuss the importance of a long-term approach to product and marketing strategy, along with the need to stay flexible and fresh in your approach to your brand and its customers (hence the need for self-optimization).Rodgers manages a $30 million annual budget with a staff of 20 marketing professionals. In her 26 years leading the brand’s marketing, she has helped position Cuisinart as the #1 high-end housewares brand in a highly competitive industry. The brand holds the first market share position in 13 of 15 product categories, according to NPD syndicated research.Some lessons from Rodgers that emerged in our discussion:A never-give-up attitude, resourcefulness, and tenacity are some of the personal characteristics that serve you well no matter what field you are practicing inAlways focus on the needs of consumersLook for long-term growthYou must remain wet clayFind intellectual inspirationGet education through mentorshipRelated content mentioned in this episodeCustomer-First Marketing: The customer is always right … but not always right for your company (https://sherpablog.marketingsherpa.com/b2c-marketing-2/customer-is-always-right-but-not-always/)Client Pitch Call from the Maternity Ward: “That sound? Oh, you know, the sounds of Brooklyn” – Podcast Episode #8 (https://www.marketingsherpa.com/article/interview/client-pitch-call)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis 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 free digital marketing course (https://meclabs.com/course/).
You don’t just start with an amazing website. Or product. Or marketing campaign. As discussed in Session #9 of MECABS free digital marketing course – Website Strategies: 4 ways to prepare your marketing team to increase conversion rates (https://meclabs.com/course/lessons/website-strategies/)– you start by preparing your team.Listen now to hear Jonathan Murrell, Co-Founder & CMO, The Escape Game (https://theescapegame.com/), discuss how his company decided on a strategy of long-term quality, prepared the team to executive on this strategy by hiring smart people and empowering them, and many more lesson-filled stories.The Escape Game has 23 locations across the United States and has served 3.8 million guests so far.Some lessons from Murrell that emerged in his discussion with Daniel Burstein:Quality is critical to the long termHire smart people and empower themLearn how to pivot your value propositionThink big and fastDetails matterAll creative processes start as ugly babiesRelated content mentioned in this episodeLanding Page Optimization: Goodbye stock photos and Happy Man, hello social media (https://sherpablog.marketingsherpa.com/website-and-landing-page-design/lpo-photo-social-media/)Why You Should Consider Customer Service to be 1-to-1 Marketing (https://sherpablog.marketingsherpa.com/marketing/customer-service-one-to-one/)Email Marketing: Why don’t you want to hear from your customers? (https://sherpablog.marketingsherpa.com/email-marketing/no-reply-email-marketing-mistake/)99 Problem Ideas: “Harvey Gabor (art director on Coke’s iconic campaign) burned my ad concept with a lighter” – Podcast Episode #11 (https://www.marketingsherpa.com/article/interview/99-problem-ideas-harvey-gabor-art-director-on-coke-s-iconic-campaign-burned-my-ad-concept-with-a-lighter)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis 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 free digital marketing course (https://meclabs.com/course/).
“We run the scientific method. Hypothesis. Experimentation. Observation. Analysis. Optimization,” Aron North told Daniel Burstein in our latest podcast episode. Great minds think alike. North’s approach is almost identical to Step #6 of the Landing Page Blueprint (https://meclabs.com/course/blueprint/).Listen now to hear Aron North, Chief Marketing Officer and Commercial Owner, Mint Mobile (https://www.mintmobile.com/), discuss allowing for failure (when you follow the scientific method), trusting your gut, conducting a job interview with every single person coming into the marketing department, and more.Some ideas from the stories North told in this episode:– If you aren’t failing, then you aren’t trying hard enough – Trust your gut – Creative > Production – All great creative begins with a strong consumer insight – F.B.N.A (Free Beer No Assholes) – Fastertizing Related content mentioned in this episodeHeadline Writing: How a junior marketer beat the CEO’s headline by 92% (https://marketingexperiments.com/copywriting/headline-testing)How Marketing Skills Are Helping Employee Recruitment and Satisfaction: 3 quick case studies (https://www.marketingsherpa.com/article/case-study/marketing-skills-employee-hiring)500 Mangled, Stretchy Rubber Guys: Make sure you have the right marketing partner for your super creative plan – Podcast Episode #3 (https://www.marketingsherpa.com/article/interview/direct-mail-podcast)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)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis 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 free digital marketing course (https://meclabs.com/course/).
Customer-first objectives (https://meclabs.com/course/lessons/customer-first-objectives/). You may think of these three words when you hear our latest guest describe his role in the creation of the first internet banner ad (which had a clickthrough rate of … wait for it… 44%!). He described the objective behind the ad this way – create a form of advertising that is at once a gift to the consumer, and a doorway to a universe of possibility.That was one of the lessons from the stories our guest shared with host Daniel Burstein in Episode #10 of the How I Made It in Marketing podcast. Listen now to hear Joe McCambley, Chief Marketing Officer, Saatva (https://www.saatva.com/), share lesson-filled stories from his work with AT&T, Sports Illustrated, Boston Edison, Saatva, and many more brands.Lessons from this episodeOne of the most important lessons he learned as a creative person came as a result of things he DID NOT makeThere is someone to delight at the other end of every adCreate a form of advertising that is at once a gift to the consumer, and a doorway to a universe of possibilityIf you always keep your promises, you will be the kind of person people want to do business withFocus makes an ad great If you want to create and innovate, you should surround yourself with creative and innovative people Related content mentioned in this episodeMECLABS Institute Research Library (https://meclabs.com/research)Marketing 101: What is baking in? (https://sherpablog.marketingsherpa.com/marketing/marketing-101-what-is-baking-in/)Marketing 101: What are microsites? (plus 3 successful microsite examples and 2 missteps) (https://sherpablog.marketingsherpa.com/marketing/marketing-101-what-are-microsites/)Content Marketing and SEO: The world doesn’t need another blog post (https://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/)Informed Dissent: The best marketing campaigns come from the best ideas (https://sherpablog.marketingsherpa.com/online-marketing/marketing-dissent-campaigns/)About this podcastThis 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 free digital marketing course (https://meclabs.com/course/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newsletters
The marketer is central to the success of any organization. Which is why the very first section of the Landing Page Blueprint (https://meclabs.com/course/blueprint/), before there is any mention of anything on the landing page, is about The Marketer.Our latest guest described it this way – the five most important things in a startup or any creative process are people, people, people, market, and product.That is just one of the lessons from the stories Paul Krasinski, CEO and Founder, Epicenter Experience (https://www.epicenterexp.com/), shared with Daniel Burstein in Episode #9.Stories (with lessons) about what he made in marketingSome lessons from Krasinski that emerged in their discussion:5 most important things in a startup or any creative process – people, people, people, market, and product Collaboration – there is no place for top-down management when creating something new.Stand back and let the magic happenStories (with lessons) about the people he made it withKrasinski also shared lessons he learned from the people he collaborated with in his career:Don’t take things personallyHumility and curiosityPower of relationshipsDon’t act like a rock starArticles, podcasts, and a book mentioned in this episode:Content Marketing: How to help subject matter experts come up with blog topics (https://sherpablog.marketingsherpa.com/content-marketing-2/content-marketing-how-to-blog-topics/)Marketing Careers: 6 reasons to embrace a career in marketing (https://www.marketingsherpa.com/article/case-study/marketing)Forensic Reporting on Marketing Campaigns: Dig deep to replicate your successes (and learn from your failures) with marketing and sales enablement case studies (https://sherpablog.marketingsherpa.com/marketing/replicate-your-successes-with-case-studies/)The Second Mountain: The Quest for a Moral Life (https://www.penguinrandomhouse.com/books/217649/the-second-mountain-by-david-brooks/) by David BrooksDon’t Give Clients What They Want: “That’s also the name of a convention for adults who dress as toddlers” – Podcast Episode #6 (https://www.marketingsherpa.com/article/interview/client-management)The Psychology of Blue Jeans: What marketers can learn from 150 years of Levi Strauss customer letters – Podcast Episode #4 (https://marketingsherpa.com/article/interview/customer-psychology)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis 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 free digital marketing course –  https://meclabs.com/course/
Empathy is not just the human choice, it’s the right choice for business. The power that your own stories have to connect more effectively with others.These are a few of the lessons from the stories Nasya Kamrat, CEO and co-founder, FACULTY (https://www.wearefaculty.com/), shared with Daniel Burstein in Episode #8 of the How I Made It in Marketing podcast.Stories (with lessons) about what she made in marketingSome lessons from Kamrat that emerged in our discussion:Know when to ask for helpWhile in the maternity ward, Kamrat led a big pitch via video conference. In the middle of the meeting, the woman in the room next to her went into labor – alarms blaring, hospital machines beeping, people shouting and lights flashing. Of course, she couldn’t mute fast enough. Everyone on the call stopped and looked at her. She responded, “oh, you know, the sounds of Brooklyn.” They all nodded like that was a totally acceptable answer and went on with the meeting.  Empathy is not just the human choice, it’s the right choice for business.In the early days of Covid, Kamrat had a Zoom call with a prospective client. She went into pitch mode instead of having empathy. Her agency did not get a second call.Supporting other underrepresented founders, lifting as we climbWhen she started her business 12 years ago, Kamrat and her founding partner had to make a decision – were they going to get certified as a woman-owned or a minority-owned agency? Much to their surprise, they couldn’t be both. Stories (with lessons) about the people she made that marketing withKamrat also shared lessons she learned from the people she collaborated with in her career:Bill Prince, SVP of Entertainment, Holland America Line: An example of how to be authenticThe cruise line is a current and long-standing client of Kamrat’s agency. Early on, Prince would get incredibly annoyed with her. She’d come up with a fancy deck in her fancy clothes and spout all the expected marketing speak. And he’d immediately tune out. The minute she started talking to him as a real person and not a client, they not only became friends but also very effective partners.Aaron Wolfe, Chief Creative Officer, Faculty: The power that your own stories have to connect more effectively with othersHearing her co-worker’s story of moving out of New York City inspired Kumrat to move her family out of the city as well.Lori Spielberger Klein, Consultant, LSK Creative Connect: How to embrace empathy and humor in leadershipKamrat worked with Klein at Havas Health, when Klein was an EVP and the Director of Creative Strategy. Klein created an environment that made the creative work fun, exemplified by a New Yorker cartoon she had on her door of a bunch of brain surgeons with the caption, “hey, at least it’s not advertising.”A free tool mentioned in this episode:Customer Theory: How to leverage empathy in your marketing (with free tool) (https://marketingexperiments.com/conversion-marketing/customer-theory-leverage-empathy-free-tool)Get more episodesTo receive future episodes of How I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAboutThis 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 free digital marketing course –  https://meclabs.com/course/
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