Marketing Trends

If it wasn't for a part-time job during Paige's P.h.D studies, she probably wouldn't be where she's at today. Thankfully, Paige O'Neill never looked back. She's currently the CMO at Sitecore, a company that creates human connections between brands and their customers with end-to-end content, seamless commerce, and personalization. On this episode of Marketing Trends, Paige sits down to with Ian Faison and Lauren Vaccarello to discuss how Paige got into marketing, Sitecore, the future of digital experience, lessons learned from a career in marketing, and much more! Links: Full Notes & Quotes: http://bit.ly/2NDFLJ5 Paige's LinkedIn: http://bit.ly/2NxLgJc  Paige’s Twitter: http://bit.ly/2HsYYsL Sitecore: http://bit.ly/343FV22 5 Key Takeaways: - "You're not going to be in business for much longer if you're not getting a handle pretty quickly on customer experience and what customers are expecting from companies." - Paige O'Neill - Digital transformation must start from the customer's point of view. - Short-term wins are important to set up longer-term success. - Don't be too quick to switch gears. Have confidence in your direction. - In the first 90 days as a CMO, it's important to go around and talk to as many employees as possible and be curious about alignment. Bio: Paige O’Neill is the CMO of Sitecore. Prior to joining Sitecore, Paige was CMO at digital workplace platform provider Prysm, where she rebranded the company and helped it transition to a combined SaaS and hardware business. She previously served as CMO at SDL and as Vice President of Marketing for Aprimo, where her thought leadership, demand generation, and communications programs contributed to rapid growth. Paige also served as CMO at PHH Arval and two early-stage startups — Aravo and GreenRoad Technologies. Prior to PHH, Paige spent a decade at Oracle Corporation leading a variety of marketing initiatives. --- 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.

When it comes to building a team, marketers often place the majority of their focus on getting the right people. But putting those people in a role and situation where they can succeed is just as important, according to Katrina Wong, VP of Marketing at Hired. On this episode of Marketing Trends, Katrina discusses how to build a team with a growth mindset. She also discusses other important topics like the convergence of B2B and B2C marketing, using performance language, and much more. Links: Full Notes & Quotes: http://bit.ly/2YThLHS Katrina's LinkedIn: linkedin.com/in/katrinawong11 Katrina’s Twitter: twitter.com/katchmesocial Open Marketing Position @ Hired: https://hrd.cm/2GZhLvx 5 Key Takeaways: - Don't think in B2B or B2C, think in B2H (business to human). Every buyer is a human with emotions and a desire to be "delighted." - Performance language is a practice that allows marketers to create a culture of accountability. - It's important to have a growth mindset. Look for ways to improve, even when you're succeeding. - In order for data and insights to be useful, they have to be digestible by stakeholders outside of marketing. - It takes really purposeful effort in to find diverse talent. Bio: Katrina Wong is the VP of Marketing at Hired. She has spent 15+ years in a variety of customer-facing roles including marketing, go-to-market, and revenue growth for B2b and B2B2C SaaS and Enterprise software companies. --- 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.

Early in her career, Carrie Palin was doing well but wasn't necessarily on the CMO track. But then friends and mentors challenged her to set her sights higher. Since then, she has served as a Chief Marketing Officer three times. Currently, she is the CMO at Splunk. On this episode of Marketing Trends, Carrie walks us through her career experiences and explains the leadership lessons she has learned along the way. She talks about how to succeed as a new CMO, what to do when you're a leader in an organization that's being acquired, how she evaluates new opportunities, and much more.   Links: Full Notes & Quotes: http://bit.ly/2ZogfJP Carrie’s LinkedIn: linkedin.com/in/carrie-palin-37a1802/ Carrie’s Twitter: twitter.com/carriepsandstad Splunk: splunk.com/   5 Key Takeaways: - Results matter. As a leader, one of the first things you should be focused on is measuring and improving your results. - Marketers can get carried away coming up with new creative campaigns all the time. Consistency matters. - "Who you work for matters. I will never work for people who aren't wonderful humans at their core, outside of work." - Carrie Palin - Getting into the data is crucial. Carrie always makes sure her CEO is comfortable with her hiring data scientists onto the marketing team before she takes a new role. - "You don't have to know everything at the age of 25 about what you want to be in the future, that can ebb and flow over the course of your career. But have the guts to dive in even when you're not ready." - Carrie Palin   Bio: Carrie Palin has served as the Senior Vice President and Chief Marketing Officer of Splunk since 2019. Prior to joining Splunk, Carrie served as the Chief Marketing Officer at SendGrid, a digital communications platform company acquired by Twilio, from 2018 to 2019. From 2016 to 2018, Carrie served as the first Chief Marketing Officer and Senior Vice President at Box, a cloud content management company. Carrie served as the Vice President of Marketing for IBM’s Cloud Data Services and Analytics Software Division from 2015 to 2016. She also previously spent over 15 years at Dell leading various marketing organizations. Carrie holds a B.S. from Texas Christian University. --- 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.

After Varun Kohli, Head of Strategic Marketing, PMO, & Global Demand at Symantec, launched one particular campaign early in his career, it nearly crashed the entire IT infrastructure of the company he was working for at the time, because of the huge amount of traffic it generated. How did he manage to create such a groundswell of interest? By combining story and data. On this episode of Marketing Trends, Varun talks about how to tell data-driven stories, how to surface great customer stories, his best tips for marketing at startups and at scale, and much more.   Links: Full Notes & Quotes: http://bit.ly/33P5Ryi Varun’s LinkedIn: linkedin.com/in/kohlivarun/ Varun’s Twitter: twitter.com/vk_is Symantec: symantec.com/   5 Key Takeaways: - "My belief is very simple. Don't have data without a story and don't have story without data." - Varun Kohli - When there is an acquisition, stick around. There will be voids that you can step into. There are always opportunities after acquisitions and mergers. - "Keep on raising your hand, don't run away from the fire, keep on running towards the fire and good things will happen to you." - Varun Kohli - As a brand becomes larger, third-party validation becomes more and more important. You can say whatever you want about yourself, but if others aren't saying it, it doesn't matter. - Customers will find novel ways to use your product, so it's important to talk to them and hear what those stories are so those stories can be told.   Bio: Varun Kohli is the Head of Global Demand Generation, PMO and Strategic Marketing at Symantec Corporation. He joined Symantec via the Skycure acquisition, a leader in Mobile Threat Defense. At Skycure, he was employee #1 in the U.S., and as their CMO led all aspects of marketing, operations and account development. Varun has held leadership positions in marketing, product management, and product development at both startups and large companies, and is on the advisory board of many startups. Varun earned his Bachelor of Technology in Computer Science from the Indian Institute of Technology, Guwahati, India, a Master of Science in Computer Science from the University of California, Riverside and studied marketing at University of California, Berkeley. --- 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.

Most Marketing Trends guests focus on a specific strategy, tactic, or technology. But Geoffrey Miller, Associate Professor of Psychology at the University of New Mexico, starts with marketing's most fundamental question: Why do people buy things? On this episode, Geoffrey talks about biology, evolution, and how psychology affects the way consumers respond to marketing. He digs into how people's fundamental wants and needs inform what they buy and who they buy from.   Links: Full Notes & Quotes: http://bit.ly/2P8BRKE Geoffrey’s LinkedIn: linkedin.com/in/geoffrey-miller-002a3710/ Geoffrey’s Twitter: twitter.com/primalpoly PrimalPoly: primalpoly.com/   5 Key Takeaways: - Virtue signaling, or the natural instinct to show that we are good people, is an important behavior exhibited by almost everyone. - "Fundamentally, what matters to people is not material wealth. It's maximizing things like your social status, your attractiveness, and your prestige." - Geoffrey Miller - We have a deep need for story and narrative. Stories are how we learn and how we've entertained ourselves for thousands of years. - "I think innovative brands and psychology-savvy marketers can now add a lot of value to people's lives in totally new ways that might not even require buying the product." - Geoffrey Miller - Consumers rarely know themselves as well as they think they do, and their stated reasons for making purchases are often different from their true motivations.   Bio: Geoffrey Miller is an evolutionary psychologist best known for his books The Mating Mind, Mating Intelligence, Spent, and Mate. He has a B.A. in Biology and Psychology from Columbia University and a Ph.D. in Cognitive Psychology from Stanford University, and is a tenured associate professor at University of New Mexico. He has over 110 academic publications (cited over 14,000 times) addressing sexual selection, mate choice, signaling theory, fitness indicators, consumer behavior, marketing, intelligence, creativity, language, art, music, humor, emotions, personality, psychopathology, and behavior genetics. He has also given over 200 talks in 16 countries, reviewed papers for over 50 journals, and also worked at NYU Stern Business School, UCLA, and the London School of Economics. --- 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.

Marketing to developers is notoriously difficult. They are independent-minded and hate being marketed to. On this episode of Marketing Trends, we talked to an expert who has figured out how to do it successfully. Vidya Peters is the CMO of Mulesoft. In that capacity, she has built a community of developers who love her product and share it with each other. In this interview, Vidya talks about the best practices for marketing to developers, how to market to potential talent, best practices for measurement and identifying KPIs, and much more.   Links: Full Notes & Quotes: http://bit.ly/33KQOpl Vidya’s LinkedIn: linkedin.com/in/vidyapeters/ Vidya’s Twitter: twitter.com/vidya_peters MuleSoft: mulesoft.com   5 Key Takeaways: - "Three things make developer marketing different from everything else: One is they don't want to hear from the company; they want to hear from each other. Second, they don't want to read any of your content. They want to just use the product and see how that works. Third, they don't want to meet you. They don't want to see you. They want to meet with each other." - Vidya Peters - It all starts with product. A developer has to know and want to use your product before anything else can be accomplished. - Sometimes it's better to have fewer metrics that you can focus more intently on. - Focusing on features is a dead end. The more technical the product, the more important storytelling is. - With talent marketing, you should take the same approach to candidate experience that you take to customer experience.   Bio: Vidya Peters is the chief marketing officer at MuleSoft. Vidya was previously at Intuit, where she served in various marketing leadership, product management and strategy roles over the course of seven years. Prior to Intuit, Vidya began her career at Bain & Company in various consulting roles for the technology and financial services industries across Asia-Pacific and the United States. Vidya holds an MPA from Harvard University, an MBA from the Kellogg School of Management and a bachelor’s degree in industrial engineering from Northwestern University. --- 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.

How do you establish a brand reputation in the B2B space when your brand has historically been known for consumer electronics? That is the question facing Bob Madaio, VP of Marketing at Sharp Business USA. After more than 20 years with EMC and Hitachi, Bob now leads the marketing team for the B2B arm of Sharp electronics. On today's episode, Bob sits down with Ian to discuss what he's doing to change those perceptions, gives his perspective on the best ways to acquire customer feedback, talks about his favorite campaign, and much more.   Links: Full Notes & Quotes: http://bit.ly/2KHTEUr Bob’s LinkedIn: http://bit.ly/2MqGDki  Bob's Twitter: http://bit.ly/2KIkcVD  Sharp: http://bit.ly/30kAGc6   5 Key Takeaways: - Focusing on the customer is your number one job as a marketer. - Trying new things with your marketing is a must. Don't be afraid to go a little off-the-rails. - "Are you a trendsetter or a trend-jacker?" - Bob Madaio - Over-architecting a campaign message does more harm than benefit. - Be confident and speak your mind early in your career.   Bio: Bob Madaio is the VP of Marketing for Sharp Business USA, a division of Sharp Electronics. Prior to joining Sharp, he was a senior executive at two major IT solutions companies. He spent six years at Hitachi Vantara, helping customers derive greater value from their data, modernize their IT infrastructure and prepare for the coming IoT data wave. He also spent nearly 15 years at EMC where he held a number of senior solutions marketing roles. --- 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.

Doug Sweeny made his mark in the marketing world with world-class, innovative companies like Google, Levi’s, and Nest. For his next challenge, he decided to join a company taking on one of the most change-resistant industries imaginable: healthcare. Doug is currently the CMO of One Medical, a company that is using disruptive technology to connect consumers with primary care providers. On today's episode, Doug sits down with Ian to talk about what he's working on at One Medical, how he got his start in marketing, why he likes to work for mission-based companies, and much more. Links: Full Notes & Quotes: http://bit.ly/2HdEqoi Doug’s LinkedIn: http://bit.ly/2Z4i9zo Doug's Twitter: http://bit.ly/31G98yc  One Medical: http://bit.ly/2Z8Jt3i 5 Key Takeaways: - Make marketing as simple as possible. Consumers should have absolute clarity about your message. - "It all starts and ends with the product you're selling." - Doug Sweeny - Campaigns work well when they are in tight alignment with a brand's product and mission. - A brand mission provides a rallying cry that ripples out through all marketing messages and channels. - "The balance between brand building, storytelling, positioning, and the business, have to be evaluated at all times." - Doug Sweeny Bio: As chief marketing officer, Doug is responsible for marketing strategy, growth and the brand story at One Medical. Doug brings deep experience across a variety of business categories and led marketing for iconic brands like Nest, Levi’s, Adidas, and General Motors EV1. In 2018, he was selected by Forbes as a top 50 CMO. While at Nest, Doug was hired as CMO and oversaw every aspect of the brand's consumer experience from an early start-up to becoming a household name. At Levi’s, he was VP of global marketing across 110 countries. Doug is a senior advisor to Google Ventures, a variety of startups, and frequent guest lecturer at Stanford School of Business and a Syracuse University iSchool board member. --- 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.

Are marketers technologists? According to Whitney Bouck, COO of HelloSign, they ought to be. Whitney has spent years marketing to CIOs, and she thinks that marketers need to be just as much of technology junkies as the people they market to. On this episode of Marketing Trends, Whitney explains how to make that idea a reality. She also talks about her current work at HelloSign, why she decided to become a COO after a career in marketing, how to market highly technical products, and much more. Links: Full Notes & Quotes: http://bit.ly/2KNNxgh Whitney’s LinkedIn: http://bit.ly/2Z9fDM2 Whitney’s Twitter: http://bit.ly/2Z1qsMl Hellosign: http://bit.ly/2Z2o8o3 5 Key Takeaways: - Marketers who want to be successful need to be technology junkies, especially if they're selling to CIOs. - One of the keys to developing a great relationship with a CIO (or any executive) is listening more than you talk. -  When marketing a technical product, it's very important to focus more on the user experience than on the technology itself. - As a leader, you need to to find great partners who can act as sounding boards and take your ideas and push them to new limits. - Marketers succeed the most when they make their customer the hero. Bio: Whitney Bouck is the COO of HelloSign where she leads the Sales, Marketing, Customer Operations, and Business Development Teams. Whitney also serves as an advisor and mentor to numerous startups, including LogDNA and Ekata. Previously, Whitney has held senior marketing roles with Box, EMC, and Oracle, among other technology companies. --- 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.

Everywhere you look, B2B marketers are talking about Account-Based Marketing, and its prominence is only growing. So to better understand the technology, we talked to Laura Ramos, VP and Principal Analyst for B2B Marketing Professionals at Forrester Research. On this episode, Laura talks about where ABM came from, what's next for the technology, and what it means for B2B marketers. She also talks about her background with Forrester, why she left and came back to the field of research, and the most important insights she drew for the SiriusDecisions 2019 Summit. Links: Notes & Quotes: http://bit.ly/2yXulqL Laura’s LinkedIn: linkedin.com/in/lauraramos2013 Laura’s Twitter: twitter.com/lauraramos Forrester Research: forrester.com 5 Key Takeaways: - Account-Based Marketing takes the idea of one to one marketing and scales it in a sustainable way. - The two most important aspects of ABM strategy are the ability to analyze data and insights, and the ability to personalize content. - ABM forces both sellers and marketers to focus on the right things, rather than focusing purely on volume. - ABM is forcing marketers to think harder about who they target, and that's a good thing. - "You need your sellers to be helpful and human, not hungry." - Laura Ramos Bio: Laura Ramos is the VP & Principal Analyst serving B2B Marketing Professionals at Forrester Research. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. --- 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.