Marketing Trends

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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What is the difference between solid companies and those that dominate their industry with exponential growth? According to Kris Bondi, CMO of LogDNA, it's the ability to create a movement. On this episode of Marketing Trends, Kris explains why creating a movement is so powerful and how to do it. Kris also talks about her best advice for first CMOs, best practices for creating growth at startups, and much more. Links: Full Notes & Quotes: http://bit.ly/2kCB4TE Kris’s LinkedIn: http://bit.ly/2lI2l7g LogDNA: http://bit.ly/2k6RIdK 5 Key Takeaways: - “I think you need to be passionate about mentoring a team because that's the only way you're going to be successful, is by having people who want to come along on the journey with you.” - Kris Bondi  - It’s important to highlight that marketing isn’t running everything. Don’t forget to shed light on your c-suite partners and sales team, too. -  Marketers can't create messaging and think they're done. It's important to follow through and focus on generating leads, opportunities, and ultimately sales.  - “I think a company can be successful without creating a movement. I no longer think a company can be wildly successful without creating a movement or if they can, it will be for only a period of time.” - Kris Bondi  - “It's no longer us and them. It's more of we're all in this together, we're all going along on this journey and you can buy things from me along the way, but we're all going on this journey and if we end up that you are not buying from me, you still will learn things along the way. You can still get excited.” - Kris Bondi Bio: Kris Bondi is currently the CMO of LogDNA, a company that empowers organizations with a fast, scalable, secure way to centralize machine data, gain real-time insights, and pinpoint issues. She is an international marketing professional with 20+ years of experience and an expertise in product and brand positioning, GTM, and building hockey stick pipeline. She has led marketing at multiple startups and technology companies, including Neura and Bitnami. In addition, Kris is a frequent presenter and writer on new technology, business growth, and marketing strategies. --- 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Being a CMO is a tough job, especially in the weeks and months after stepping into a new organization. Few people have mastered stepping into a new CMO role quite like Heidi Melin, CMO of Workfront. Heidi has more than 20 years of senior marketing experience. Previously, she has served as the CMO of Plex Systems, Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. On this episode of Marketing Trends, Heidi shares her best practices for taking over as CMO. She also discusses how to optimize work management, how to build a great marketing team, and much more. Links: Full Notes & Quotes: http://bit.ly/2lLFEPM Heidi’s LinkedIn: linkedin.com/in/heidimelin/ Workfront: workfront.com/ 5 Key Takeaways: - To build a category, it's important to focus on the voices that people trust most: Analysts and industry influencers. - "Look at marketing as an opportunity to ensure that all of your business processes are connected. If you haven't centralized your work process, you're missing a big piece.” - Heidi Melin - A CMO should focus on three primary objectives: First, developing a strategic plan and cascading goals to the marketing team, second, aligning the budget to those goals, and third, focusing on the actual projects and initiatives. - “Positioning and developing a brand platform is all about the company. Generally it's led by a marketing team, but frankly, it has to have engagement from across the company in order for it to become real.” - Heidi Melin - Great talent can be found anywhere. Marketing leaders can look outside the traditional markets to find very capable marketers. Bio: Heidi is the CMO of Workfront. Prior to Workfront, Heidi was the CMO of Plex Systems, Inc., where she was responsible for strategy and execution of all marketing efforts. She also previously served as CMO at Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. In addition, Heidi served as a public company board director for Accelrys. --- 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah, Senior Brand Marketing Manager at RB, a conglomerate that produces health, hygiene, and home products under well-known brands like Clearasil, Lysol, Mucinex, and Durex. According to Nancy, there are tried-and-true strategies for fighting back against insurgent brands and dominating your category. On this episode of Marketing Trends, she lays out those strategies and explains how she has been able to help RB's sexual wellbeing brands maintain their position as category leaders. She also discusses the unique difficulties and opportunities of marketing sexual wellbeing products, her best tips for starting a performance marketing program, and how to break down silos between performance and brand marketing. Links: Full Notes & Quotes: http://bit.ly/2kvaqfw Nancy’s LinkedIn: linkedin.com/in/nancy-shah-mba-5571472a/ RB: www.rb.com/ 5 Key Takeaways: - Effective performance marketing is all about testing and learning. - "When we capture more data, we can understand the consumer journey and better inform our media buys and content strategy." - Nancy Shah - To stay relevant, legacy brands need to follow a three-part plan: First, establish robust performance marketing, then drive awareness, and lastly innovate quickly. - "When you give people the autonomy to test and learn and to work cross-functionally to bring teams together, it drives a lot more business." - Nancy Shah - Consumer education is a great opportunity to provide value to the consumer and drive exposure for your brand. Bio: Nancy Shah is a senior brand marketing manager at RB, leading K-Y & Durex brand strategy with a focus on driving growth through e-commerce, performance marketing, and content strategy. Nancy is a graduate of Rutgers University, where she received her bachelor's degree in finance and economics as well as her MBA. --- 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What do consumers value most? According to Tara-Nicholle Nelson, Founder and CEO of SoulTour, the answer to that question is changing. Tara is the author of "The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser." She is using the findings of her book to empower a number of brands by focusing on their consumers. On this episode of Marketing Trends, Tara also talks about how she got into marketing, her career journey, what led her to write a book, and much more. Links: Full Notes & Quotes: http://bit.ly/2lLo12e Tara’s LinkedIn: http://bit.ly/2m9gBq5 Tara’s Twitter: http://bit.ly/2lMmkl7 SoulTour: http://bit.ly/2m8kD1P 5 Key Takeaways: - Email is not dead. It's still a useful tool and a great way to reach people. - If your content is not personally relevant to your consumers, they’re going to tune out. - Everyone thinks they are a marketer because marketing gets a lot of exposure to the world. You need to learn to filter out the noise while still listening to the voices that really matter. - “One of the most untapped treasure troves of intelligence about customer insights in a company is the sales team.” - Tara-Nicholle Nelson - “I think that we're all superheroes. I think that human beings all have the ability to have a thought or an idea about a thing that does not exist and then cause that thing to exist.” - Tara-Nicholle Nelson Bio: Tara is the founder and CEO of SoulTour and the CEO of Transformational Consumer Insights (TCI), a strategy and customer research firm. TCI creates customer loyalty/engagement, brand, positioning, and content strategies based on research and deep, human insight. Tara also serves as transition coach to a select few transformational leaders. She delights in helping leaders find the shifts and wisdom to release their limiting factors. Formerly, Tara was the VP, Marketing for MyFitnessPal, now part of Under Armour. During Tara’s tenure, MyFitnessPal grew from 45 million to more than 100 million users. Previously, Tara created content and marketing strategy for brands including HGTV, ING Direct (now Capital One), Eventbrite, Trulia (now Zillow), Lookout Mobile Security and Chegg. She holds Bachelor’s and Master’s degrees in Psychology, and a Juris Doctorate from UC 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Over the last couple of years, there has been a 118% increase in job openings with sale enablement in the title. Why is this often-overlooked area of marketing exploding? To find out, we talked to John Raguin, CMO of Seismic, a leading sales enablement platform. On this episode of Marketing Trends, John talks about sales enablement, why it is exploding in importance and popularity, and how mastering it can lead to massive growth. In this interview, John also talks about making “enablement” a word, what being a CEO taught him about being a CMO, and much more. Links: Full Notes & Quotes: http://bit.ly/2kqtKKS John's LinkedIn: https://www.linkedin.com/in/jraguin/ Seismic: https://seismic.com/ 5 Key Takeaways: - "Sales enablement is one of the pieces that bring marketing and sales together." - John Raguin - Enablement is not a word in any of the major dictionaries, but John encourages everyone to sign their petition to add it to the dictionary so that the sales enablement profession will have a real-world title. - From being a CEO, John learned, "to let things go and to let people make the best decisions." He also discusses the importance of talking to people without being heavy-handed and letting them "shine." - "An organization can only do so many things at one time, and you have to accept that certain things aren't going to be done as well as you would like, or not done at all." - John Raguin - John believes it is important to prioritize those in your pipeline that are closer to closed-won, instead of focusing on one person who isn't ready to cross the line. Bio: John is the CMO of Seismic where he leads their global marketing strategy. Prior to Seismic, John was a partner with venture capital firm F-Prime Capital. John also served as CEO and founder of Guidewire Software (NYSE: GWRE) which he led from inception to $150+M in revenue, as well as in management roles at Ariba (acquired by SAP) and MRO Software (acquired by IBM). --- 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Throughout the entire history of business, marketers have always been concerned with promoting their product or service to buyers. But then a new business model arose: Marketplace-based businesses like Uber and Airbnb not only market to buyers, but to sellers as well. How does this new dynamic change the job of a marketer? To find out, we talked to Kevin Frisch, CMO of Wag!, a marketplace for dog-walking services. On this episode of Marketing Trends, Kevin talks about best practices for marketplace marketing, his best tips for a first-time CMO, his favorite campaigns he has ever been a part of, and much more. Links: Full Notes & Quotes: http://bit.ly/2lW1wrw Kevin’s LinkedIn: linkedin.com/in/kevinfrisch/ Wag!: wagwalking.com/ 5 Key Takeaways: - For marketplace marketing, it takes time and experience to learn when to apply what tools to grow the marketplace. This includes promotions, acquisitions, and incentives on either side of the marketplace. - Many companies that you don't think of as marketplace companies have a lot marketplace dynamics, and marketers can learn a lot by thinking of them in that way. - Market education is a crucial part of developing a marketplace. Education content develops a relationship with potential customers and eases them into the market. - "In the many, many analyses I've done, getting something wrong with a customer and then fixing it makes them more loyal than if you'd never gotten it wrong in the first place." - Kevin Frisch - "Companies I've seen where they have the brand team here and the performance marketing team here, they end up just being so disconnected, and so having them sort of unified fairly closely I think is really, really important." - Kevin Frisch Bio: Kevin Frisch is the CMO of Wag!, an on-demand dog-walking platform. Kevin joined Wag! from Uber where he served as head of performance marketing and CRM for North America and was responsible for acquisition, engagement, and retention of drivers, couriers, riders, and eaters. Kevin has also served as the CMO of GSN Games and Snapfish, a division of HP. --- 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Most marketers only have responsibility for promoting one brand. A few senior marketers are responsible for a handful of brands. Leslie Tom, SVP of AppExchange Marketing and Programs at Salesforce, has marketing responsibilities for an entire ecosystem. On this episode of Marketing Trends, Leslie sits down with Ian and Lauren to talk about how she handles this unique challenge, best practices for partner marketing, the top technology trend she’s watching, and much more. Links: Full Notes & Quotes: http://bit.ly/2k556iI Leslie’s LinkedIn: linkedin.com/in/lesliejtom/ Leslie’s Twitter: twitter.com/lesliejtom Salesforce: salesforce.com/ 5 Key Takeaways: - Partner marketing allows two companies to share the strength of their customer relationships with each other, creating significant growth opportunities. - Ecosystems provide a larger variety of solutions than a single company ever could, while still maintaining consistency in the customer experience. - "Trust your gut more. Trust that little voice in your head, especially if you have the experience." - Leslie Tom - "Be intentional. I think everybody succeeds if they have some intention and purpose in their career." - Leslie Tom - Artificial intelligence is the technology that is most likely to disrupt how marketers do business in the coming years. Bio: Leslie Tom is the senior vice president of AppExchange marketing and programs at Salesforce. She has been named on Computer Reseller News’ (CRN) Power 100: The Most Powerful Women of the Channel list. Prior to joining Salesforce in 2005, Leslie worked in several marketing leadership roles at Siebel Systems and Oracle. Leslie holds a double major in Business and Psychology from San Jose State 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Millions of people know about the "pay gap," or the average difference in wage earnings for men and women in the USA and throughout the world. Relatively few people know about the "equity gap," or the difference in ownership stake between men and women who work at early-stage companies. Emily Kramer, VP of Marketing at Carta, is trying to change that. On this episode of Marketing Trends, Emily talks about the data behind the equity gap and how to address it, driving startup growth, leadership lessons she has learned, how to succeed in a head of marketing role, and much more. Links: Full Notes & Quotes: http://bit.ly/2UbWMLu Emily's LinkedIn: linkedin.com/in/emilykramer/ Emily's Twitter: twitter.com/emilykramer Carta: carta.com/ 5 Key Takeaways: - Everyone should know what questions to ask and how to negotiate when getting hired, especially women in tech. - "We're trying to help arm employees who haven't worked at tech companies to understand what's going on, and help level the playing field." - Emily Kramer - "We need women founders. We need women in earlier positions. We need women in engineering roles because that's where equity is created -- at the beginning." - Emily Kramer - During the hiring process, don't give your requirements because you may be below where they are coming in. Ask questions, and if they don't have a system, that should be a red flag. - "Calculate out what you think the possible exit scenarios are and how much you'd get in those situations to compare your multiple offers or what you had before in your previous role. Try to gather as much information possible." - Emily Kramer Bio: Emily Kramer has been building Carta's marketing team for the past year and a half as their VP of marketing. Emily joined Carta to help bring more diversity and transparency to the cap table. Prior to joining Carta, she has built and led marketing teams at Asana, Ticketfly, and Astro (acquired by Slack), and attended Tufts University and Harvard Business School. Opinions expressed in this podcast are those of Emily Kramer alone and do not necessarily reflect the views of Carta. --- 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. This episode is brought to you by Lightricks. LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise.  Try it today at ltx.studio Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.