Marketing Trends

When Susan Campbell first started creating content for Panasonic USA, it was mostly just email pieces that stood on their own. But as she went deeper into developing content, she realized how much more powerful it could be when it was integrated with what everyone else on the marketing team was doing. As Marketing Group Manager, she now is in a position to make sure that communications, SEO, email marketing, social media, and every part of her marketing organization is aligned behind the content marketing strategy and sharing the same key messages. On this episode of Marketing Trends, she shares how alignment can lead to a unified customer journey and better results.   Links: Full Notes & Quotes: http://bit.ly/2oMRfzy  Susan’s LinkedIn: linkedin.com/in/susankaycampbell Susan’s Twitter: twitter.com/suekaycampbell Panasonic USA: https://na.panasonic.com/us/   Key Quotes: “It wasn't until we came together as an internal group and our agency partners came out of our silos and said, 'let's work across the customer experience and focus on the customer,' that we really started to see content be that fuel.” “Getting into content marketing and having a deeper knowledge of what our customers are going through has helped us develop more content. Because, once you get into that storyline and you understand your customers' job, there is so much more to write about.” “If we want to be integrated marketers and have a unified customer journey, we had to be an integrated marketing team regardless of what organization structure existed.”   --- 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.

What is a brand? According to Seth Farbman, former CMO of Spotify, it isn’t “a logo, or the name of the company, or anything marketing owns.” To Seth, your brand is “everything you do and say and make.”  In part 2 of our interview with Seth, he talks about how he helped Spotify develop its brand identity. He also talks about customer-centricity, user experience, working with artists, and much more.   Links: Full Notes & Quotes: http://bit.ly/2ou4IvU  Part 1: bit.ly/2lYNgP2  Seth’s LinkedIn: https://www.linkedin.com/in/sfarbman/ Seth’s Twitter: https://twitter.com/sethfarbman Spotify: https://www.spotify.com/us/   Key Quotes: - “Brand is not a logo. It's not the name of the company. It's nothing marketing owns. Brand is simply an aggregation of everything you do and say and make.” - “My challenge to that team was extreme creativity. It was to push us forward, to take risks. You know, I had one new creative who said, 'I don't understand where the line is.' And I said, 'Neither do I. We'll cross it, we'll get the shit out of us for a day, and then we'll know where the line is.'" - "You need your work to be so interesting that it does not feel like marketing and people share it." - “I'm excited to be able to return without apology to the original purpose of marketing, which is to let people dream, and to give people hope and to help them identify what's important to them in their lives.” - “Hire really, really good people and the rest will take care of itself.”   --- 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 a marketer and entrepreneur, Seth Farbman has helped to shape and transform some of the most recognizable brands. Seth Farbman was the former chief marketing officer for Spotify, the world's largest music-streaming service. He had overall responsibility for the Spotify brand, the customer experience, and all marketing and external communications worldwide, across more than 50 countries and with a customer base of more than 75 million. Before Spotify, Seth was the CMO for Gap, driving a turnaround that increased the company's share price almost threefold. He was also the co-founder and president of OgilvyEarth. Farbman was named one of Forbes's 10 Most Influential CMOs in the World and one of the Top 50 Most Creative People by Ad Age. On this episode, Seth shares some of the lessons he has learned during his career, including how to build a brand that connects emotionally and establishes trust with people, and how to lead a brand transformation.   Links: Full Notes & Quotes: bit.ly/2lYNgP2 Seth’s LinkedIn: linkedin.com/in/sfarbman/ Seth’s Twitter: twitter.com/sethfarbman Spotify: spotify.com   Key Quotes: - “I do feel like the imposter, I do feel like I'm unqualified.  But that makes you try harder. It makes you focus more and learn faster." - “It's about discovery. That's the best service that you can give to people in a highly complicated world. There's no shortage of information out there." - "I just didn't understand why we insisted on calling our audience 'users.' It feels like you're there to get value from them. So we just changed names to call them fans and suddenly you want to be closer to them. You understand them better. You want to feel their fandom." - “And people often ask, 'well, where do you start? How do you look at the data?' But sometimes it's the simple things"   --- 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.

We live in a world that is more connected than ever before. That means that more marketers are able to make a global impact, even if they aren't working in New York, Los Angeles, or San Francisco. On this episode of Marketing Trends, we host our first global CMO roundtable and hear from some of those marketers who are having a big impact even though they're located in a small country. For this roundtable, we hosted three members of G-CMO, an organization that connects Israeli heads of marketing and growth. Those three people are Efrat Fenigson, Co-Founder of G-CMO, Matti Yahav, CMO of SodaStream, and Tamir Jerby, VP of Growth at Lemonade. On this episode, they talk about the unique advantages and challenges of leading a global marketing team from a smaller market, the marketing environment of Israel in particular, their favorite campaigns, and much more.   Links: Full links, notes, and quotes: http://bit.ly/2mfz44q Learn more about G-CMO: https://youtu.be/XBWqUCpCfDo Efrat’s LinkedIn: linkedin.com/in/efrat Matti’s LinkedIn: linkedin.com/in/mattiyahav Tamir’s LinkedIn: linkedin.com/in/tamirjerby Lemonade: lemonade.com SodaStream: sodastream.com    3 Key Takeaways: - Brands that start in smaller markets and want to go global need to have strong partnerships with very capable teams in local markets. - Creating a community where members can share best practices and offer support is an invaluable resource and creates a lasting advantage for all those involved. - Create such a strong brand identity that you would be willing to promote your competitors' attack ads because they say something about what your brand stands for.   --- 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.

Finding exponential growth is the dream and goal of every startup. It’s also extremely difficult. On this episode of Marketing Trends, we talked with an expert in startup growth about what it takes to achieve liftoff. Brian Rothenberg is a partner at the venture capital firm defy.vc and a veteran of startup marketing himself. He previously served as the Head of Growth and GM at Eventbrite and the Co-Head of Marketing at TaskRabbit. On this episode, Brian talks all about how growth needs to evolve at every startup stage, including how to find product/market fit, scaling, and creating durable growth.   Links: Notes & Quotes: http://bit.ly/2mVRkzI Brian’s LinkedIn: linkedin.com/in/brianrothenberg/ Brian’s Twitter: twitter.com/bmrothenberg Defy: defy.vc/    3 Key Takeaways: - Growth marketing looks different at different stages for a startup. Effective entrepreneurs need to learn to adapt and change as their company grows. - In the first stages, marketing should be focused on experimentation and finding product-market fit. - After that comes finding the most effective marketing channels and optimizing those channels.    Bio: Brian is an Investment Partner at Defy.vc. He previously worked at Eventbrite as the VP of Growth and GM of their self-service business/product. He helped to scale Eventbrite’s business to several billions of dollars in annual transactions across 180+ countries around the world. Before Eventbrite he was Co-Head of Marketing at TaskRabbit where he helped to 3x their core business volume and co-authored the strategy that led to TaskRabbit’s successful pivot to a more tightly-managed marketplace. He joined TaskRabbit via acquisition of his own company, SkillSlate, which he co-founded and ran product and marketing for. Brian started his career as a Product Manager for Yahoo!’s marketplace businesses where he was focused on consumer product, SEO, conversion optimization, traffic acquisition, and any other growth lever he could find.   --- 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 a marketing leader, getting to know your target market is crucial. Marketers who know and understand their customer-base are able to unlock exponential growth. So how can marketers get in sync with those they seek to reach? To find out, we talked to Marie Rosecrans, SVP of SMB Marketing at Salesforce. On this episode of Marketing Trends, Marie also talked about how to build a great marketing team, her favorite ad campaigns, and much more.   Links: Full Notes & Quotes: http://bit.ly/2m6XmNz Marie’s LinkedIn: http://bit.ly/2lOXi5e Marie’s Twitter: http://bit.ly/2kv5V4F Salesforce: https://sforce.co/2lLV86l     3 Key Takeaways: - Surrounding yourself with a great team is one of the most important things you can do as a leader. - “You absolutely have to know who your customer is, in and out. Don't bother with any marketing - don't spend a penny - until you've done that.” - Marie Rosecrans - Consider showcasing your customers and promoting their successes.    Bio: As senior vice president of SMB marketing at Salesforce, Marie Rosecrans focuses on empowering small and medium businesses with the tools and resources they need to grow. Before joining Salesforce in 2008, she held positions in customer support, professional services, product marketing, and program management at Oracle, Peoplesoft, Evolve, and Primavera. Marie lives in the San Francisco Bay area and enjoys hiking and traveling with her husband and family.   --- 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 have been Marketing Trends episodes about how CMOs should approach their first 90 days on the job. But on this episode, we talk with someone who is actively going through it. Lauren Vaccarello was named CMO of Talend just before this episode was recorded. Across the roundtable, we had Thomas Butta, who has served as CMO multiple times and currently serves as CMO of SignalFx. On this episode, Tom and Lauren dive deep into how to succeed as a new CMO. They also talk about real-time analytics, leadership, giving feedback, and much more. “Not only is your job to help position your company in a way that you can guide your customers to where they need to go, but I think you also need to be a coach, a mentor, and a guide to your team.” - Tom Butta   Links: Full Notes & Quotes: http://bit.ly/2mEkgw4 Tom’s LinkedIn: linkedin.com/in/tombutta Tom’s Twitter: twitter.com/thomasbutta SignalFx: signalfx.com Lauren’s LinkedIn: linkedin.com/in/laurenvaccarello Lauren’s Twitter: twitter.com/laurenv Talend: talend.com   3 Key Takeaways: - When you’re first getting started as a CMO, talk to everyone and get their perspectives. This includes your team, customers, your peers in other functions, and even industry analysts. - It’s important to balance getting short-term wins like feeding leads to sales, with long-term initiatives like category development and positioning. - Take the time to offer in-depth, meaningful feedback. It saves you time in the long run as your team learns to do things according to your preference.     Bios: Thomas Butta is the CMO at SignalFx. As a marketing leader and brand strategist, Tom has helped some of the world’s most successful enterprise SaaS companies in rapidly-changing categories achieve the coveted positions of thought leader and trusted guide to the Fortune 2000. Prior to SignalFx, Tom was CMO at Sprinklr, consultant-in-residence at Andreessen Horowitz, and CMO of AppNexus, NICE Systems, PTC, and Red Hat. Tom is a Board Director at YSA.org, and Advisor to Airship, Gigster, Kustomer, and Teampay. Lauren Vaccarello is the CMO of Talend. Previously she served as the VP of Marketing at Box and has also held executive marketing roles at AdRoll and Salesforce. Regarded as an expert in B2B digital marketing, Lauren has written two industry-leading books, “Complete B2B Online Marketing,” and “The Retargeting Playbook.” She has also received numerous awards for her work, including “Top 50 Women in Revenue” and San Francisco Business Times’ “Most Influential Women in 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.

Social media has revolutionized the world. It has changed the way people communicate with each other, get their news, organize groups, and spend their time. But according to Jamie Gilpin, CMO of Sprout Social, too many marketers are treating this revolutionary innovation like it's nothing more than another advertising channel. On this episode of Marketing Trends, Jamie explains why more marketers need to make social a core part of their marketing strategy, and how doing so can lead to greater insights, better customer connection, and faster growth. “I think social media is, in many ways, our chance as marketers to be that clear mirror for the organization to provide customer insights that most departments don't have.”   Links: Full Notes & Quotes: http://bit.ly/2m0PQnt  Jamie’s LinkedIn: linkedin.com/in/jamiegilpin/ Jamie’s Twitter: twitter.com/jamiewo Sprout Social: sproutsocial.com   5 Key Takeaways: - Social media was invented as a way to communicate, and it should be used as such. It should be used both for mass communication and for one-on-one communication. - Social is a great resource for discovering insights about your customers and your market.  - Brands should carefully analyze the way they communicate on social and the type of messaging they send, just like they would on email, live chat, or any other channel. - B2B marketers should also take advantage of social. Social media is a place where consumers come not only to be entertained, but also to be educated, and educational content works well in a B2B context. - As social becomes a core part of not only marketing strategy, but a brand's strategy as a whole, the company gets closer to the consumer, creates better products, and finds more success.   Bio: Jamie Gilpin is the Chief Marketing Officer at Sprout Social. Previously, Jamie was Chief Marketing Officer at Envoy, and before that was the VP of Marketing and Branding at CareerBuilder.   --- 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.

Innovations in technologies like cameras, IoT sensors, and AI have enabled the rise of new connected smart cities. But according to Jessica Burton, Global Surveillance Portfolio Marketing Manager at Seagate Technology, the real backbone of that technology infrastructure is data storage. On this episode of Marketing Trends, Jessica tells us how she is educating system integrators and solution architects about the importance of hard drives and how they can enable smart city innovations. Links: Full Notes & Quotes: bit.ly/2kc9YT1 Jessica’s LinkedIn: https://www.linkedin.com/in/jessicawilloughby/ Jessica’s Twitter: https://twitter.com/storagegal_sv Seagate: https://www.seagate.com/  5 Key Takeaways: - “In this space, there's so much technology right now. You're talking about everything from cameras to AI software that's simplifying and expanding the whole scope of what surveillance means. It's beyond just security and catching the bad guy these days. It's optimizing your business based on the learnings that you have from your surveillance footage on how to place products within your store or to optimize manufacturing processes.” - Jesica Burton - Smart cities are being enabled by the convergence of multiple technologies including 5G, low-cost high-resolution video cameras, and traffic sensors. All these technologies create data that needs to be stored. - “The world is changing for smart cities; capabilities are increasing, but at the same time, costs are significantly decreasing.”—  Jesica Burton - When dealing with customers, Jessica addresses the fact that there is the right drive for the correct application. Not all storage is created equal. - “At the end of the day, it comes down to understanding who your customer is, but not only understanding who your customer is, but who's making that purchase decision in the buyer's journey." - Jessica Burton Bio: Jessica Burton is the Global Surveillance Product Marketing Manager at Seagate Technology, and she has over 10 years of experience in IT storage. Prior to her current position at Seagate, she was the Worldwide Product Marketing Manager for Hewlett Packard Enterprise, working on the storage, server and cloud portfolios. She also previously worked for HP as the Global Business Planning and Product Manager. --- 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.

What does it take to build a world-class brand? Many marketers aspire to it, but few are ever able to actually participate in building one of the top brands in the world. However, Michael Mendenhall has had the opportunity a number of times. As a senior marketer at Disney, he was able to learn from great brand builders like Michael Eisner, Bob Iger, and Steve Jobs. And as a multi-time CMO, he has had opportunities to perfect the craft of building a brand from the top. Now Michael is bringing that expertise to TriNet, where he serves as Senior Vice President, Chief Marketing Officer/Chief Communications Officer. On this episode, Michael opens up his playbook and talks about how to build a world-class brand. He also discusses how to manage a marketing team, why communications should sit with marketing, and much more. Links: Full Notes & Quotes: http://bit.ly/2kQA527 Michael’s LinkedIn: http://bit.ly/2mlZQYJ  TriNet: www.trinet.com  5 Key Takeaways: - “I've always built a team, not as if it's a marketing team as much as it’s a team that’s all about content. It's all about our narrative. It's about the focus and consistency of the narrative.” - Michael Mendenhall - CMOs should focus more on driving meaningful engagement than on pure volume metrics. - Communications is pivotal to marketing, and senior marketers should aspire to have supervision over the communications function and team. - “One thing I learned from Steve [Jobs] is simplicity of message and focus. Don't get distracted in your messaging and communications.” - Michael Mendenhall - Your brand is precious. If you aspire to be a world-class brand, don't allow yourself to put out anything that isn't world-class. Bio: Michael Mendenhall joined TriNet in March 2018 as Senior Vice President and Chief Marketing Officer/Chief Communications Officer. He leads all marketing and communications functions, including messaging, branding, advertising, demand generation, product marketing, and corporate communications. Michael is a marketing and technology veteran with extensive leadership experience. Prior to TriNet, he most recently served as IBM’s Chief Marketing Officer and Chief Communications Officer for IBM Watson and IBM Cloud, leading all marketing and communications strategies for both business areas. Prior to IBM, Michael was the Chief Marketing Officer and Chief Communications Officer at Flex. Michael also served the Executive Vice President and Chief Marketing Officer at Fusion-io, where he helped transform its brand positioning and product alignment prior to its acquisition by SanDisk. Before Fusion.io, Michael served as the Senior Vice President and Chief Marketing Officer at Hewlett-Packard and spent 17 years at the Walt Disney Company, where he rose to President of Marketing and Synergy for Walt Disney Studios and Executive Vice President of Global Marketing for Disney Parks and Resorts. --- 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.