Marketing Trends

Sydney Sloan didn’t fall into marketing accidentally. She always wanted to be in the field and she has been finding success as a marketer ever since graduating from USC. Currently, Sydney is the CMO of SalesLoft, a rapidly-growing start-up, which is constantly changing and challenging itself to keep reaching new heights. One of the main ways she’s helped that happen is by introducing marketing automation. She talks about that process as well as why it’s so important to focus on the customer journey, and much more.  3 Takeaways: The entire company should be aligned on your go-to-market strategy Peer-review sites and speaking directly to customers is an excellent way to reengage and gather potential material for future products and campaigns The CMO should have full visibility of and involvement in how campaigns are impacting the pipeline --- 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.

Alison Wagonfeld might have gotten her start in marketing thanks to the promise of a turkey sandwich, but she found success thanks to a drive and intellect that separated her from others. Today, Alison is the Vice President of Marketing for Google Cloud and the work she and Google are doing has an impact across the industry. On this episode of Marketing Trends, Alison talks about how she looks at hard problems, what kind of marketing strategy she’s focusing on at Google Cloud, and why she believes the partnership between the CMO and CIO is critical to achieving business success. 3 Takeaways:   Focus on customer personas and figure out how to communicate to the ones you need The partnership between the CMO and CIO is critical Know what problem your solving and who to ask to help you solve it   --- 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’re a longtime listener of Marketing Trends, you know that we have always been big fans of LEGO and its marketing journey. So we were thrilled to welcome to the show Michael Moynihan, the Vice President of Marketing at LEGO. We picked his brain about how LEGO was able to take its marketing strategy to a whole new stratosphere thanks to things like digital experiences and entertainment properties. But the success did not come overnight. It was a long trip to that stratosphere, and Michael was there for it all, so he has a lot of wisdom to share.   3 Takeaways: Digital platforms can work as an accelerant to drive interest in a physical product Lego is not an entertainment company, it is a building company and any entertainment properties surrounding Lego have to be released with a strong story in a way that celebrates the brand Partnerships have to be sustainable and create value for all parties involved --- 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.

There are any number of ways to approach marketing. How Stu Heinecke does it, though, is unique. Stu is the author of How To Get A Meeting with Anyone and a Wall Street Journal cartoonist and he started his own company using what he called contact marketing. By using cartoons in direct mailing campaigns, Stu proved that people connected to and responded to those mailers, and when he used that method to find clients, he walked away with a 100% conversion rate — unheard of in the direct mail world. On this episode of Marketing Trends, Stu tells his story and discusses his books, explains how marketing has evolved through the years. 3 Takeaways:   Cartoons offer an opportunity to sell something in one frame The challenge of connecting comes down to humanizing the interaction Creating value and breaking through to someone is all about providing relevance   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. 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.

Some people believe that it can be lonely to be a marketer in Silicon Valley — the land of product and technology and data and innovation. In that world, marketing can fall by the wayside or seen as an afterthought. But for Mike Marcellin, the CMO of Juniper Networks, Silicon Valley is a great place to be a marketer and somewhere where you can combine data and analytics to build a marketing strategy. He explains all of that and more on this episode of Marketing Trends. 3 Takeaways:   Investing in data and analytics early on helped Mike build credibility Marketing is a blend of creativity and analytics Other CMOs are an important source of inspiration and idea-generation   --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. 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.

Getting buy-in is critical for any kind of marketing campaign. From the leadership to the sales team, everyone has to be on the same page when you’re about to implement a new strategy or marketing tactic. This is true for account-based marketing as well, and few know that better than Eric Spett, the CEO of Terminus. On this episode, recorded live at Sirius Decisions in Austin, he discusses his start in the marketing world and finding an opportunity to bring ABM to more companies with Terminus.   3 Takeaways: When stepping into an emerging market, you have to find a balance of listening to what customers want and need and innovating and guiding customers toward the future The value of marketing is determined by sales. If the sales team isn’t bought in on an idea, the likelihood of success falls Using ABM correctly is about having a singular focus until you have mastered one strategy, then you can move on to the next --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. 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.

Sarah Bird knows a thing or two about search engine optimization. As the CEO of Moz, it’s the main thing her company focuses on and for good reason. SEO is one of the most important tools in a marketer’s toolkit, but Sarah believes that few really understand how hard it is to become good at SEO and tap into its full potential. On this episode, Sarah explains some common misconceptions about SEO and gets us excited about the future of search. 3 Takeaways: There is a fundamental lack of understanding about how much work goes into a great longterm SEO strategy Local searching is easier to commercialize than broader or national search In order to get ahead in your career, search out problems and try to unlock new ways to solve them --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. 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.

There is a misconception that content marketing can’t be part of a huge marketing campaign. At least, that’s what Cathy McPhillips has seen. But, as the Vice President of Marketing at the Content Marketing Institute, she’s trying to show agencies and marketers everywhere that you can integrate content marketing into your campaigns. On this episode of Marketing Trends, Cathy talks about how that’s possible and gives examples from the real world to show how companies like REI, Lowes, and Patagonia were able to turn their content marketing activities into revenue generators. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. 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.

Frazier Miller says his first love was product management, which allowed him to focus on the customer. He brought that love with him as he moved up the corporate ladder and he taps into it frequently when devising strategy as the CMO of Wrike. On this episode of Marketing Trends, Frazier discusses why he thinks that focusing on product fit is such an effective marketing strategy, plus he explains what it means to work in a high-velocity business.  --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. 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.

Anantha Narasimhan is Program Director of Global Marketing for Unified Governance & Integration at IBM. Throughout his career in sales, analytics, and marketing at leading technology companies, he has learned the importance of horizontal and vertical alignment for success and the power of friendly competition. On this episode, Ananth describes his journey into marketing and the keys to his success at IBM, so far. He discusses the importance of team-building and generating momentum to achieve big wins. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. 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.