Marketing Trends

On this episode, Joe Cano, the Chief Marketing, Chief Merchandising, and Chief Growth Officer at Zappos, discusses the company's culture, use of AI, and customer experience. He highlights the importance of Zappos' customer obsession and the strong emotional connection they have with their customers and he explains how Zappos leverages AI in merchandising and marketing, using data analytics to personalize product recommendations and create targeted marketing campaigns. Cano emphasizes the balance between AI and the human touch, ensuring that Zappos maintains its personal and emotional connection with customers.Key Topics:The Power of Customer ObsessionStreamlining AssortmentUtilizing AI in Merchandising and MarketingBalancing AI and the Human TouchExceptional Customer Service and Return PolicyBuilding Customer LoyaltyGamified Programs and Personalized RewardsPersonalized Recommendations and Tailored MarketingThe Future of Retail: Leveraging AIRallying People TogetherMission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Carla Piñeyro Sublett, the former CMO of IBM, shares her inspiring journey from corporate leadership to optimizing human potential. She delves into the importance of authenticity and self-care in leadership, urging a shift towards compassionate management. Carla discusses how women navigate male-dominated industries and the power of community support. She calls for a marketing evolution towards generosity and service, emphasizing genuine relationships with consumers. Tune in for her transformative insights on modern leadership and personal growth!

Suzanne Kounkel, the Global Chief Marketing Officer at Deloitte, shares her insights on leadership and creativity in marketing. She emphasizes the power of data in influencing creative strategies and making informed decisions. The discussion covers the critical balance between brand and demand in B2B marketing, and the importance of AI tools for CMOs. Kounkel highlights the value of collaboration and innovation, urging marketing leaders to embrace risk as a pathway to success.

Lena Waters, CMO at Grammarly, discusses the company's shift to enterprise solutions, AI's role, and balancing top-of-funnel awareness with performance. She emphasizes transparency, open communication, and the power of empathy in leadership. Key topics include Grammarly's ABM strategies for B2B growth, cultivating collaboration, leadership reflections, and utilizing technology for brand success.

Jill Thomas, Chief Marketing and Customer Experience Officer at PGA TOUR Superstore, shares her insights on marketing in the evolving golf retail landscape. She discusses the challenges of reaching diverse consumers with varying motivations and the importance of building a high-functioning marketing team amid limited resources. Jill emphasizes the crucial role of trust and creativity in executing a multi-year transformation plan. She also highlights the integration of AI and AR in creating immersive shopping experiences, and the need for a strong content strategy to engage audiences effectively.

There are few arenas as competitive and complex as professional sports marketing. In this episode, Melissa Proctor, CMO of the NBA’s Atlanta Hawks and State Farm Arena, shares how she continues to achieve by showing up for herself and her teams. With more than 15 years of proven brand strategy expertise, Melissa has found myriad ways to engage and delight the Hawks’ devoted fanbase, while reinforcing the organization’s deep connection to the city it calls home. Tune in to learn how she continues to build unforgettable experiences for fans, the city’s communities, and her employees.     Tune in to learn:The skills and attitudes aspiring marketers need for success (9:49)About building a larger community for the Atlanta Hawks (21:05)How the Hawks are honoring MLK’s legacy (29:47)Why personalizing the customer experience is vital (36:51)Mentions:Steve Koonin, CEO of Atlanta Hawks “From Ball Girl to CMO” – Melissa Proctor’s book Deloitte’s  “A winning strategy for the future of sports streaming” by Pete Giorgio, Jana Arbanas, David Jarvis, and Brooke AuxierTrae Young, Atlanta Hawks GuardProject Future Fan Study“Pro Sports Leagues Are Chasing Gen Z Where It Plays” by Joe Drape and Ken BelsonKim Rometo, CIO of Atlanta Hawks “Creativity Meets Strategy: The Atlanta Hawks’ CMO Reveals Her Executive Superpowers” by Alysse Soll – Melissa’s interview with WIST   Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

On this episode, Carrie Grapenthin, CMO of Lincoln International, discusses the importance of listening, diplomacy, and relationship-building in marketing leadership. She emphasizes the need for marketers to be agile and adaptable, especially in a competitive and fast-paced industry. Carrie also highlights the unique role of marketing in shaping the perception of the brand and driving business growth. She shares examples of innovative marketing campaigns and the impact they had on brand awareness and employee engagement. Carrie predicts that storytelling and maintaining a unique brand voice will be crucial in the future of marketing.Key Takeaways:AI can be influential for efficiency and effectiveness, but custom and unique content is still important.Why listening and diplomacy are important skills for marketing leaders to ensure that everyone feels heard and valued.The need for agility and adaptability in the fast-paced and competitive marketing industry.How marketing plays a key role in shaping brand perception and driving business growth.Innovative marketing campaigns and their impact on brand awareness and employee engagement.Storytelling and maintaining a unique brand voice will be essential in the future of marketing.--Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.--Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

On this episode, Victoria Lozano, EVP of Marketing for Crayola, discusses the evolving role of marketing, the importance of creativity, and the power of partnerships. She emphasizes that marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives. She also highlights the need for marketers to focus on both brand and business, and the impact of AI in marketing, emphasizing the need to use it smartly and not get caught up in sensationalism.Key Takeaways:Marketing is no longer just about advertising and promotions, but about all the touch points a brand has in consumers' lives.Brands need to create 360-degree engagement with consumers, leveraging various touch points such as products, experiences, content, and partnerships.Crayola has evolved and expanded its brand by focusing on its mission to help parents and educators raise creatively alive kids.Making changes within a legacy brand can be challenging, but articulating a clear mission and purpose can help guide the process. Clarity in brand mission and language is essential to eliminate debates and focus on delivering a powerful and consistent brand experience.Partnerships can be enabling rather than dilutive if they align with the brand's values and bring new capabilities and revenue streams.AI is a valuable tool in marketing, but it should be used as a point of input rather than the final output, with human oversight and touch.Crayola's recent campaign for creativity aims to elevate the importance of creativity in children's lives and help parents nurture it.Emerging marketing leaders should strive to be good business leaders, understanding the business context in which marketing operates.–Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more.  Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

This is Marketing Trends, where we'll give you an authentic look into the world’s most impactful marketing leaders. How do they think? How do they lead? How do they maintain their dominant positions at brands like ESPN, Google, Meta, Wells Fargo, Walmart and others? Join host Jeremy Bergeron as he uncovers the answers to those questions, and more. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

On this episode, Brad Nelson, the Chief Marketing Officer at Sotheby's International Realty, discusses the changing consumer demographics and the intergenerational transfer of wealth in the real estate market. He emphasizes the importance of connecting with different generations of clients and creating an emotional connection with them. Plus, he talks about the need for brands to show up on different platforms in an authentic way for the younger generation while maintaining brand equity. Brad also highlights the value of empathy, emotional intelligence, and curiosity in his leadership style.Episode Highlights:The luxury real estate market is experiencing a shift in consumer demographics, with millennials entering prime income earning years and an intergenerational transfer of wealth taking place.Creating an emotional connection with different generations of clients, even within the same transaction, is crucial for brands in the luxury real estate market.Brands need to show up on different platforms in an authentic way for the younger generation while maintaining brand equity.Constant course correction and listening to feedback from frontline advisors are essential for success in marketing.Empathy, emotional intelligence, and curiosity are valuable traits for leaders in the luxury real estate industry.Breaking overwhelming tasks into smaller pieces and making incremental improvements can lead to significant progress.Looking outside the industry for inspiration and partnering with first-party publishers are important strategies in media purchasing and planning.Investing in a brand's own database of customers and providing a great experience to existing clients can be a powerful channel for lead generation.Sotheby's International Realty is embracing AI and large language models to enhance marketing and administrative tasks.--Your story, your messages, your content is at the heart of what you do. It’s what connects your company to others and inspires them, teaches them, and helps them grow. But creating, managing, and accelerating content creation is often chaotic and difficult. Empower your content teams with Brightspot Content Management System—made specifically for marketers and corporate communications leaders. No more waiting for a developer or agency, or having to piece things together to get your digital experience. Put the power to create and deliver powerful, yet complex, digital experiences into the hands of your marketers with the comprehensive suite of ready-to-use marketing tools and functionality. Bring a Brightspot to your tech stack, your team, and your customers with the Brightspot Content Management System. Visit brightspot.com/marketingtrends today to learn more. Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.