On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX. Topics covered:  [01:00] Why millennials job-hop—and what keeps talent long-term [05:00] Creating shared goals between marketing and sales [10:00] Using a flywheel approach to define team roles[15:00] Building B2B brands within a consumer company[20:00] Why modern B2B buyers want self-guided research [24:00] The marketing experiment that led to angry faxes To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/ Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore why customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect.Topics covered:   [01:00] "The IKEA Effect: When Labor Leads to Love"[02:00] How DIY assembly affects willingness to pay[03:15] The universal appeal across DIY skill levels[04:00] When the IKEA effect backfires[06:45] Applications beyond physical products[07:30] AI collaboration and user engagement  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation.This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth.Topics covered: [01:00] Should brand and performance remain separate?[08:00] Transitioning from referral-only to mass marketing[14:00] How TV improves paid search efficiency[20:00] The strategy behind the Celtics partnership[24:00] Moving beyond cost-per-policy metrics[31:00] Why long-form advertising still matters To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resource:  2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how brands have lost their cultural authority and face growing consumer resistance. They discuss why authenticity matters more than ever and what it means for marketing strategy.Topics covered:   [01:00] "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding"[02:00] How brand influence has shifted from top-down to consumer-driven[04:00] Cultural engineering and its downfall[05:00] The rise of postmodern consumer culture[08:00] Strategies for authentic brand engagement[09:30] Moving beyond calculated authenticity  To learn more, visit marketingarchitects.com/podcast  Resources: Holt, Douglas B. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding." Journal of Consumer Research, vol. 29, no. 1, June 2002, pp. 70-90. Oxford University Press. Available on JSTOR, https://www.jstor.org/stable/10.1086/339922.   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Lena Waters, CMO at Grammarly, brings her extensive marketing expertise to the table. The conversation dives into how AI tools have bolstered Grammarly’s marketing productivity while addressing the need for authenticity. Lena discusses the delicate balance between leveraging AI for efficiency and maintaining a unique brand voice. Insights on why TV ads resonate with C-suite executives spark intrigue, alongside crucial lessons from their COVID-19 pivot. She emphasizes the importance of both B2B and B2C strategies amidst an evolving digital landscape.

Dive into the fascinating world of brand loyalty versus repeat purchasing. Discover how habitual buying can often be mistaken for true loyalty. The hosts explore iconic brands like Apple and Amazon, showcasing their devoted customer bases. Surprising entries in the loyalty realm reveal intriguing insights. Personal anecdotes illuminate the emotional connections that drive buying decisions. A unique analogy comparing consumer relationships to dining experiences tops off the discussion, challenging our perceptions of loyalty.

Richard Kirk, Chief Strategy Officer at EssenceMediacom UK and an expert in media planning, joins the discussion. He reveals that brands are overspending on social media, advising a significant budget shift towards TV. Kirk emphasizes the delayed impact of advertising, suggesting that 60% of effectiveness is felt after three months. The conversation also covers the resurgence of TV-style advertising and the move of streaming platforms to ad-supported models, showcasing lessons from the UK's marketing effectiveness culture.

This Halloween-themed discussion dives into the power of fear in marketing. The hosts break down when fear appeals are effective and share fascinating real-world examples. They analyze emotional triggers and how fear can drive impulsive buying, especially in insurance. Ethical concerns surrounding fear tactics are examined, alongside the struggle between short-term success and long-term branding. The importance of efficacy statements and balancing fear without overwhelming consumers are highlighted, ensuring marketing remains effective and engaging.

Peter Field, an esteemed independent researcher known for his expertise in marketing effectiveness, joins the conversation. He discusses the pitfalls of narrow targeting, asserting that inefficient marketing often fails to reach potential customers. Field highlights TV advertising's enduring power and its necessity for brand trust, even amid the digital age. He underscores the importance of balancing short-term and long-term strategies and explains how broad targeting can actually yield better results. Additionally, he provides insights on maintaining brand power during inflation.

Discover the intriguing connection between brand investments and market value, illustrated through Amazon's advertising strategies. Learn how balanced marketing during economic challenges leads to long-term profitability. Explore the impact of advertising on financial stability and stock price volatility, highlighting the necessity of strategic spending in uncertain times. The discussion reveals that nurturing brand value can pay off, much like tending to a growing tree, promising fruitful returns even during downturns.