Marketing Trends

Transformation takes time. But time isn’t a luxury that marketing leaders can always afford. When Aditi Javeri Gokhale first stepped into the CMO role of Northwestern Mutual, she had just a few short months to define a new direction.  On this episode of Marketing Trends, she talks about how she was able to enact rapid change and move her marketing organization in a more productive direction. Aditi also talks about delivering personalized content, innovating in the financial services sector, and much more.   Links: Full Links, Notes, & Quotes: http://bit.ly/33Mn4YM  Aditi’s LinkedIn: linkedin.com/in/aditi-javeri-gokhale-5166718/ Aditi’s Twitter: twitter.com/aditigokhale_  Northwestern Mutual: northwesternmutual.com/   3 Key Takeaways: - Successful marketing needs to do more than spread brand awareness. That awareness needs to lead to action. - In today’s data-rich environment, marketing content should be tailored to the particular situation of its audience. - Having good data is not enough. The difference between successful marketers and others is the ability to draw insights and execute on the insights drawn from that data.   --- 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.

With the number of technologies and disciplines involved in marketing, it is easier than ever for marketing professionals to specialize. But for a marketer to become a leader, they need to widen their scope and understand how to interface with every aspect of marketing, according to Alecha Stackle. Alecha is the SVP & CMO of RealPage, and has more than two decades of marketing experience with companies like Thompson Reuters and Dell. On this episode, Alecha talks about how to become a complete marketer, how to identify content that works, and how to engineer a more effective customer journey.   Links: Full Notes & Quotes: http://bit.ly/2NEViYK  Alecha’s LinkedIn: linkedin.com/in/alechastackle/ Alecha’s Twitter: twitter.com/alechastackle RealPage: realpage.com/   3 Key Takeaways: - Marketers need to find a way to get a wide exposure to different functions, departments, technologies, and experiences in order to become effective marketing leaders. - Market forces have made it more important than ever to create a complete and thoughtful customer journey. - New CMOs can’t do everything on their agenda. They should be careful about what they promise and focus on those things that will have the largest impact.   --- 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.

Jon Miller could be doing anything. A successful entrepreneur who sold his first startup for nearly $5 billion, he doesn’t have to work if he doesn’t want to. And yet Jon has returned to the task of innovating the field of marketing with his last startup, Engagio.  What is it about marketing innovation that keeps Jon coming back for more? On this episode, Jon answers that questions, and talks about the process of category creation, the future of marketing innovation, and much more.   Links: Full Links, Quotes, & Notes: http://bit.ly/2qp7G5Y LinkedIn: linkedin.com/in/jonmiller2 Twitter: twitter.com/jonmiller Website: www.engagio.com   3 Key Takeaways: - Marketers don’t necessarily need to be involved in a social cause to find meaning in their work. They can find meaning in facilitating value-creating transactions. - More than most other functions, marketers need to earn respect and prove their impact. - According to Jon, two of the biggest marketing trends of the future will be a return to storytelling and the CMO taking full ownership of the customer experience.   --- 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.

They say who you know is as important as what you know, and that’s as true for marketers as it is for anyone else. So how can marketers go about creating world-class networks? To find out, we talked to Karen Wickre, author of Taking the Work Out of Networking: Your Guide to Making and Keeping Great Connections. Karen has an extensive background in both networking and marketing, having served as the Editorial Director at Twitter and the Senior Media Liaison for global communications and public affairs at Google On this episode of Marketing Trends, Karen shares insights from her book, talks about best practices for networking, and also shares some insights about content marketing and marketing leadership.   Links: Full Notes, Links, & Quotes: http://bit.ly/2WHMlkj  Karen’s Twitter: twitter.com/kvox Karen’s LinkedIn: linkedin.com/in/karenwickre/ Taking the Work Out of Networking: http://bit.ly/2r4npHI   3 Key Takeaways: - Your network is your currency. If you don’t have connections you won’t achieve success, even if you are personally brilliant. - Networking isn’t just about making direct connections for yourself, it’s also about connecting others who can help each other. - Deep connections are important, but “keeping in light touch” is also a crucial component of any networking strategy.   --- 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.

Every business has customers. But what makes a brand truly powerful is not having customers, but having fans. So how does a brand acquire fans? To find out, we talked to Eric Solomon, Fractional CMO at Blackbird. Eric has a PhD in psychology and a long track record of helping brands connect with their audiences. On this episode, Eric also talks about customer-centricity, building a community, and best practices for great storytelling.   Links: Full Notes & Quotes: http://bit.ly/2JucYDR  Eric’s LinkedIn: http://bit.ly/2oT257z BlackBird: http://bit.ly/2Bxe5ht   3 Key Takeaways: - Brands need to be focused on the long term. They can’t lose sight of long-term relationships just for the sake of hitting short-term metrics. - You can’t keep the same strategy and just move it to a new channel. For example, digital video required a completely new strategy from television advertising. - Most brands do not aim to simply be a platform. They aim to be synonymous with what they are selling ie. Spotify aims to be synonymous with sound.   --- 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.

As marketers, we strive to speak to consumers’ deepest desires and values. But how can we do that if we don’t even know what those values are? On today’s episode of Marketing Trends, we spoke to someone who is trying to discover and measure those values. Amelia Dunlop is the Chief Experience Officer for Deloitte Digital and the leader of the US Customer Strategy and Applied Design practice for Deloitte Consulting. On this episode, she explains how marketers can tap into consumers’ values to create more human experiences, earning long-term loyalty and trust in the process.   Links: Full Notes & Quotes: http://bit.ly/3225Gxo  Amelia’s LinkedIn:  http://bit.ly/2oSPFMZ Amelia’s Twitter: http://bit.ly/32PGNGk Deloitte Digital: http://bit.ly/2Pd0lRc   3 Key Takeaways: - Companies create human experiences when they treat those they come into contact with as real people, rather than just customers or potential customers. - Those who create the most human experiences also tend to create the most innovative ideas. - Human values come down to four essential elements: achievement, belonging, curiosity, and control.   --- 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.

Taking on a larger and older competitor can be intimidating. They have more people, money, and resources to throw at you and try to knock you out. But that doesn’t mean it’s impossible. With the right strategy and execution, newer entrants can out-compete and eclipse their larger competitors. On this episode of Marketing Trends, we talked to Daniel Rodriguez to find out how. Daniel is the Head of Marketing at Alyce. Previously, he served as the VP of Seismic, where he helped it eclipse, and eventually acquire, the previous market leader. In this interview with host Lauren Vaccarello, Daniel also talks about ABM, the importance of consistency, and how to approach new channels.   Links: Full Links, Quotes, & Notes: http://bit.ly/2MVnWV9  Daniel’s LinkedIn: linkedin.com/in/drodriguez4/  Daniel’s Twitter: twitter.com/dlrdaniel  Website: alyce.com/   3 Key Takeaways: - When implementing an ABM strategy, it’s not enough to target the right accounts. You need to create an experience that wows your target audience. - All marketers should think of themselves as innovators or fast-followers when it comes to finding and exploiting new channels. - Consistency is key. It’s easy to get bored with your messaging when you create it and hear it every day, but your target market hears it far less.   --- 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.

Marketers have many skills and insights that can be valuable to companies at every level of their organization, and not just within the marketing team. So how do marketers make the leap from being marketing leaders to becoming organizational leaders? To find out, we spoke with Katie Bullard, President of DiscoverOrg. Katie started out as CMO at DiscoverOrg, before quickly transitioning to Chief Growth Officer and eventually to President. On this episode, Katie also discusses why product marketing needs to be rethought, how she evaluates new channels, what to do to be successful as a new CMO, and much more.   Links: Full Links, Quotes, & Notes: http://bit.ly/2pmBEqR  Katie’s LinkedIn: linkedin.com/in/katiebullard/  DiscoverOrg Website: discoverorg.com/   3 Key Takeaways: - Product and marketing are inextricably linked because new products need to meet customer needs that can be identified by marketing. - As a new CMO it’s important to get quick wins, but also to be realistic and honest that everything is not going to happen right away. - Focus on having really great relationships with your peers and establishing open communications between marketing and other departments.   --- 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.

Rewards programs can shape consumer behavior, increase customer loyalty, grow revenue, and improve customer satisfaction. But effectively implementing a successful rewards program is much easier said than done. To find out more about the best practices in this important field, we spoke with Leslie McNamara, Managing Director & CMO of Citi Retail Services. On this episode, she talks about why payment and rewards programs are so effective, how to effectively plan and execute them, what the future will hold for such programs, and much more.   Links: Full Notes & Quotes: http://bit.ly/2qG63AN Leslie’s LinkedIn: linkedin.com/in/lesliemcnamara  Citi Retail Services: citiretailservices.com/   3 Key Takeaways: - Customer payment and customer loyalty programs allow you to make in-person shopping a more data-rich environment and help you be more effective with your targeting and promotions. - Integrating your in-person and online shopping experiences is essential for an effective payment and rewards system, and will create a more cohesive brand experience. - Sales reps form the front lines and determine much of how your brand will be perceived. They need to be highly educated when it comes to payment and loyalty programs.   --- 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.

The right analyst report can make a product marketer’s career. So how can a marketer make sure that analyst relations is something that works in their favor? To find out, we brought in Andrew Lochart Senior Director of Product Marketing at Unisys. Andrew has helped numerous organizations grow exponentially with his product marketing and analyst relations know-how. In two years with Unisys, he has led eight major product launches and developed 12 major campaigns, driving $1.5B in pipeline. On this episode, he shares some of his keys for taking analyst relations to the next level.   Links: Full Notes & Quotes: http://bit.ly/2N5vF1C Andrew’s LinkedIn:  http://bit.ly/2P9QxaD Andrew’s Twitter: http://bit.ly/2qznbIp Unisys: http://bit.ly/2Jf2IiJ   3 Key Takeaways: - Transparency within marketing is the key to success. Know what you're good at, what you’re bad at, and be honest about it. - Hitting the upper-right corner of the “magic quadrant” should be a symptom of success, not your primary aim. - When it comes to marketing, the relationship you have with your analysts is every bit as important as the relationship you have with the consumers.   --- 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.