Marketing Trends

The stakes when it comes to online sports gambling are higher than ever — literally. Millions of consumers around the world log in daily to check spreads, place wagers, and hope their team not only wins, but also covers the spread. Mike Raffensperger is the CMO of FanDuel Group, an online sportsbook that is betting big when it comes to gambling. Mike joined Marketing Trends to discuss a host of topics, including why content marketing is bigger than any piece of advertising, the need to aggressively pursue authentic experiences, and much more.Main TakeawaysMore Channels More Problems: You can no longer operate in a single channel. If you are going to be in the content business, the variety and intensity of different platforms you operate within has to match how consumers are digesting your content, which is through multiple channels.Experiences over Advertising: Invest in content and experiences that are authentic, memorable and engaging that consumers continually seek out. If your consumers are reliably coming back, and constantly have a pleasant experience, it’s more powerful than any piece of advertising you can buy.Content is King: Your content needs to both educate and entertain. Provide the consumer with something they can’t get anywhere else. Constantly educate them on new ways to engage with your brand and your platform.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

A field marketer’s job is right in the title — they go into the field and really connect one-on-one with customers to understand them and their needs. But what happens when that one-on-one contact is cut off? On this episode of Marketing Trends, Monica Bowie, who currently serves as a marketing manager at Salesforce, discusses how field events shifted into the virtual world. Plus, she dives into what it means to be the Global President of BOLDforce, Salesforce’s black employee resource group and she discusses the importance of diversity.3 TakeawaysMore ability to react: In the move toward virtual events, marketers and salespeople have more ability to respond and adapt to needs in real time than they would if they were prepping for an in-person event which you have to plan out much further in advance.Take the time to listen: If you want to achieve true equality in the workplace, you need to take the time to truly listen to all of the different diverse groups within your organization, understand their needs, and then actually address them.Focusing on the customer journey: With ABM especially, you have to recognize that the customer is on a continuous journey, and you can’t disengage at any point.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

We may not realize it, but we search for everything. From everything we ask Siri, to each time we look up that quickest route home, it’s all considered a search. This has been going on for years now, but it’s not occurring the same way as it did in the past. SEO is now more in the picture than ever, and it’s a powerful field. On this episode of Marketing Trends, Moz CMO and head of sales, Christina Mautz, discusses everything SEO, and why an investment in SEO is an investment in the future.3 TakeawaysNew Reality: The future of SEO is about being present and being accessible where your customers need you. Search is no longer an arbitrary function that’s experienced in one area.One Team, One Goal: Sales and Marketing no longer act independently as one another. Marketing drives sales and sales drives marketing, so you can’t just be experienced in one field.No Pain No Gain:: To understand the customer and their journey, you have to have a deep understanding of that customer and their pain points.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

If there is one thing Isamar Batisita is passionate about, its subscription services. As monthly pay-as-you go services grow in popularity, so does the demand and competitiveness in the industry. Batista, the Vice President of Marketing & Owned Brands at Scentbird, joined Marketing Trends to discuss how Scentbird utilizes email marketing to grow their subscription base. Plus she explains why social media is humanizing to a brand and details the importance of being honest with your customers. 3 TakeawaysBe honest: Don’t try and trick your subscribers. Be honest with them and educate them from the beginning. Just because someone subscribes today, doesn’t mean they will remain loyal. You need to educate your consumers on what they are buying.Time to Get Real: Use social media to connect your brand to your consumers. Using these platforms allows you to take the corporate jargon out of marketing while humanizing your organization.Pop Quiz!: If you’re running a subscription service, incorporate a quiz into your onboarding efforts. If a consumer participates in a quiz, you already have buy-in.---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

 If you’ve been to New York City and traipsed around midtown you’ve probably seen them everywhere. Bikes rolling up-and-down city avenues, cleverly labeled, “Citi Bikes.”  Mary Hines, the Chief Marketing Officer, US Consumer at Citi, had just joined the company when the partnership was solidified, and she joined Marketing Trends to discuss why partnership marketing, like what happened with those bikes, need to be seamless if you want to succeed. Plus, a conversation about the importance of aligning your values with the consumer, and why traditional campaigns are a thing of the past.3 Takeaways:Make sure you’re integrated with your customers’ behaviors instead of integrating them into what you have to offerDigital marketing needs to be a seamless experienceBrands are switching from traditional campaigns to journey-based---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Edward Nevramount is a speaker and executive consultant with one mission — to help marketing teams grow their business. On this episode of Marketing Trends, the former CMO of General Assembly talks through a number of hot topics — most notably that personalization is only as hard as marketers make it out to be. He also explains why rebrands for known companies are never a good idea, and offers his three-step process for great marketing.3 Takeaways:The most effective way to utilize personalization is simple:  ask the customer what they want, and then give them what they wantRebranding for the sake of rebranding is always the wrong decision. Companies that resonate with their customers and then try to reinvent themselves risk alienating their baseThe process of good marketing follows three steps: Search, scale and refine---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Dan Greenberg said it best,  “A lot of advertising is pretty negative — it’s not very human-centric. Everything we've done at Sharethrough is about trying to build a human-centric, really positive advertising ecosystem.” Dan is the CEO and Founder of Sharethrough, a digital advertising company with an eye on making ads less invasive. On this episode of Marketing Trends, Dan discusses the importance of ads seamlessly working with the end-user and why native advertising is quickly becoming the only form of advertising. 3 Takeaways: Sharethrough advertising is a performance supply source that helps companies benchmark success through native advertisingThe more connected devices are to consumers’ daily lives, the less intrusive the advertising needs to beAs mediums progress, native advertising is becoming the only viable advertising option ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Ellyn Raftery didn’t set out to be a marketer. In fact, her strongest desire was to pursue a career in design and fashion. But a conversation with a professor in college changed everything. Today, Ellyn serves as the Chief Marketing and Communications Officer for FIS, a company with an emphasis on advancing the way the world pays, banks and invests. Ellyn joined Marketing Trends to discuss a range of topics, including growth marketing, understanding your clients, and why the language you use is key.Key Takeaways Adapt your language to the clients. If you’re working in a B2B setting, make sure the jargon you use matches the style of the conversationGrowth data needs to be at the forefront for all CMOs. Have an experienced team that can dive into the data that can create opportunities for the organizationThink through the lens of the client. Identify their needs, understand their pain points and then work to solve those issues ---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Simon Berg was 16 years old when he decided the education system wasn’t for him, but it wasn’t because he didn’t want to learn….In fact, all Simon cared about was learning about his passions. So Simon took a job as a coffee boy and before he knew it, he was a multi-time CEO. Today, Simon is the CEO of Ceros, and he joined Marketing Trends  to discuss why it’s okay to take a less conventional path as long as you’re passionate about the path you choose. Plus he does a deep dive into why content marketing is the worst phrase in the marketing industry.3 Takeaways: Treat digital experiences with the same respect, care, and attention you would a physical experience. If your customer engages with it, it’s time to start giving it that same attentionAlways ask yourself why you are producing content. Address the why, then ask yourself over and over again if this is the best piece of content you could be producingDigital experiences are not about driving traffic to a website. It’s about representing your brand and your platform like an artist would treat a performance as a chance to represent who he or she is to the audience---Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

We’ve all spent countless hours on-hold just waiting for a customer service representative to answer the smallest of questions. But what if your query could be handled by a bot that acted and communicated like a human? That reality is already here, and you may have experienced it without even knowing. On this episode of Marketing Trends, Evan Kohn, the Chief Business Officer and Head of Marketing at Pypestream, discusses how conversational A.I. is changing the way we communicate and why call centers are a thing of the past. Key Takeaways Single-use chats don’t possess the intelligence, privacy and personalization that conversational A.I. does, which makes the latter more likely to be a big part of the future Approximately 80% of call-center requests can actually be handled via conversational intelligence. Knowing this stat, companies have been and will continue to deploy the technology to free up human capital  Messaging and conversational A.I. allow for more flexibility in preference on feedback to measure customer satisfaction. When customers have more options, you are more likely to capture the data needed to continue improving --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.