Marketing Trends

Every marketing team needs 3 C's - communication, content, and coordination, according to Dave King, Head of Marketing at Asana. On this episode of Marketing Trends, he talks about how marketing leaders can better manage all three. In this conversation, Dave also talks about the difference between collaboration and coordination, why he decided to join Asana, the advantages of the self-serve model, and his philosophy for building and managing a marketing team. Links: Full Notes & Quotes: http://bit.ly/2N1YYDM   Dave’s LinkedIn: linkedin.com/in/davebking/  Dave’s Twitter: twitter.com/dbkinger  Asana: asana.com 5 Key Takeaways: - Marketers can't just be focused on messaging. They need to focus on the management of content and how it gets to the finish line. - Marketers can't bring the same playbook to every company. They need to adapt to their business, and its product and strategy. - A company's goals and values should be a part of the way it operates and manages products. - Marketing needs to be focused on the full customer life-cycle and not just on acquisition. - "I think as a marketer, our job has always been to create content that is useful and delightful to the audience, and then scale it." - Dave King Bio: Dave King is the head of global marketing and dedicated to showing teams everywhere why Asana is the best way to manage their projects and tasks. He looks after Asana's brand and leads efforts to drive market growth and build the Asana community. Before joining Asana, Dave led the marketing teams at Percolate, Highfive, and Salesforce Community Cloud. Dave earned his B.S. from Duke University and an MBA from the Stanford Graduate School of 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.

Data and analytics play essential roles when it comes to marketing. But effectively using data to improve marketing is easier said than done. According to Scott Holden, CMO of ThoughtSpot, technology needs to be a part of the solution. On this episode, Scott sits down with Ian to dig a bit deeper into data-driven marketing and the tools marketers need in order to better access insights. They also discuss Scott's journey to ThoughtSpot, what it means to be on the same page with other departments, and much more. Links: Full Notes & Quotes: http://bit.ly/2KCaIdn Scott’s LinkedIn: http://bit.ly/31rurmK Scott’s Twitter: http://bit.ly/2MOdYoB ThoughtSpot: http://bit.ly/2Kz1f6v 5 Key Takeaways: - "You have to get comfortable being more transparent." - Scott Holden - Cease and desist letters shouldn't be what you're shooting for. However, when it comes to marketing against your competition, it could be mean you hit the mark. - Scott states, "If you're keeping the sales team fed, it buys you the right to do the cool stuff [as marketers]." Marketing and sales should be on the same page and a win for one team should be a win for the other. - Scott also argues, "In the absence of a framework or in the absence of information or communication, people just assume you're not doing your job." It's your job as the CMO to set these frameworks so others know how to measure your abilities. - Don't be afraid to stick to your value proposition and your core messaging. A lot of marketers are trying to ride trends and go all over the place. Stay constant. Bio: Scott is the Chief Marketing Officer of ThoughtSpot, a company focused on disrupting the business intelligence industry with search-driven analytics. Scott's career journey began at Chase, where he was a financial analyst. Soon after, Scott went to JP Morgan and then to Google, before landing at Salesforce. After seven years, Scott served as the VP of Marketing for the Salesforce Platform. In 2014, Scott made a move to ThoughtSpot, where he served as the VP of  Marketing before becoming CMO. --- 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 role of CMO is a difficult one. It's even more difficult when you're just starting out. So what do you do in your first 90 days to set yourself up for future success? To find out, we sat down with a CMO roundtable of some of the most successful CMOs around. We talked to Leela Srinivasan CMO of SurveyMonkey, Keith Messick CMO of Dialpad and Corinne Sklar CMO of IBM iX. On this episode, each of them brings a unique perspective to the discussion and share their insights on best practices for the first 90 days as CMO, how to not get fired, being memorable in B2B marketing, and much more! Links: Full Notes & Quotes: http://bit.ly/33pTxEH Leela Srinivasan’s LinkedIn: http://bit.ly/2YOASPi SurveyMonkey: http://bit.ly/2GV5rfZ Keith Messick’s LinkedIn: http://bit.ly/2GTSjYx Dialpad: http://bit.ly/33iFAZ0 Corinne Sklar’s LinkedIn: http://bit.ly/2ZSjc6o IBM iX: https://ibm.co/2KnGAmY 5 Key Takeaways: - As the CMO, is it your job to be the glue that brings the business together. Your marketing and business strategy must be aligned. - Have you taken a sales call yet? Can you talk about your product to a potential prospect? Evolve as a marketer by bridging the gap between marketing and sales. - If something is high risk and you have confidence behind it, do it. If something is low risk and you have confidence behind it, delegate it. Draw yourself an axis to see the other quadrants. Keith calls this the "2 by 2." - Giving others on your team a voice to make decisions has a viral effect within organizations. Trust, democracy, and creative freedom to develop. - It's important to constantly be adjusting and learning as you go. Adaptability and growth are what to strive for personally and externally as an organization. Bios: Leela Srinivasan is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference. Keith Messick is the CMO at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors. Corinne Sklar is the CMO of IBM iX, which offers creative solutions for business strategy and experience design to solve complex business challenges. Previously, Corinne served for 13 years as the CMO of Bluewolf, an IBM company. --- 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.

Stewart Conway wakes up at 4 AM, six days a week, for a reason. His discipline, focus, and love for marketing (and skiing) are what drive Stewart and his team each and every day. Stewart is the Head of Central Marketing at BMO Global Asset Management by day and an active member of the British Association of Ski Instructors during his free time.  On this episode, Stewart talks about how being a ski instructor has shaped his views on marketing, his advice for first-time marketers, and ways to think about the current digital landscape.   Links Full notes & quotes: http://bit.ly/2YOdcu9  Stewart’s LinkedIn: http://bit.ly/2YF7z1r Bank of Montreal: http://bit.ly/2GX7IHJ   5 Key Takeaways - When teaching a new team, you need to use their language. Once you get to know them better, talk their talk and use analogies that help them learn the way they're accustomed to learning. - Similar to a skier, Stewart says marketers need to be centered. Risk needs to be balanced. - It's important to test in local markets first, have a native speaker on your team involved, and always be thinking about how other cultures might view your brand. - A great filter for new information on tech advances is your own personal network. - For first-time marketing leaders: Talk to a lot of people and don't rush to your decisions. Give yourself time to fully explore and evaluate what exactly is going on within the company, culture, and team.   Bio Stewart Conway is the Head of Central Marketing at BMO Global Asset Management. He is also a competitive skier and ski coach. Prior to BMO, Stewart was the Head of Digital for Jupiter Fund Management and has over 20 years of digital, marketing, and business 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.

Millennials. The word comes with some strong connotations. But what do millennials actually believe? And how can marketers target them more effectively? To find out, we talked to Nadia Masri. Nadia is the Founder and CEO of Perksy, a consumer insights platform that powers real-time research with millennial and Gen Z audiences through a mobile app. On this episode, Nadia walks us through her insights on younger consumers, the changing demographic landscape, and how to more effectively engage a target audience.   Links Full notes & quotes: http://bit.ly/323tkuH Nadia’s LinkedIn: linkedin.com/nadiagenevievemasri Nadia’s Twitter: twitter.com/nadiagenmasri Perksy: getpersky.com   5 Key Takeaways - Marketing can be most successful when it is both strategic and creative. - Across demographics, human behavior is really the same. We all like to be engaged and entertained. - Timeliness is really important. Being able to validate concepts quickly can be very valuable for brands. - The generalization that millennials are not brand loyal is a myth. Millennials want to identify with and build with brands. - "You really have to sit down and think about strategy, but you can also get really creative with strategy. This is when marketing is the most successful." - Nadia Masri   Bio Nadia Masri is a 4-time founder, Forbes 30 Under 30 headliner, and the CEO & Founder of Perksy - A next-gen market intelligence platform that conducts real-time research with Millennial & Gen-Z audiences through mobile. With a fresh take on understanding the habits, behaviors, and preferences of Gen Y & Z consumers, Nadia is redefining market research for the mobile generation by making feedback the favorite form of engagement. --- 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.

Francesco Leone has helped some of the biggest brands in the world go international. As a marketing executive with Coca-Cola, Starbucks, and Colgate, he helped establish footholds in new markets. He has taken that international experience and uses it to help other brands through his marketing consulting agency called Goat Eye Strategy. On this episode, Francesco walks us through his international marketing playbook. He talks about the lessons he has learned across his career and talks through the strategies and tactics that help a brand have a flawless international rollout.   Links Full Notes & Quotes:http://bit.ly/2GCUxv5 Francesco’s Linkedin: linkedin.com/in/frleone/   5 Key Takeaways - To work in different markets, think about culture, segment, and identity, not just national boundaries. - Talent looks different in different markets. Make sure you know what you're looking for. A German resume will be different from a Japanese one, which will be different from an American one. - Innovation can isn't just technological change. Understanding your consumer and repositioning your product is an important form of innovation. - CMO's run into mistakes when they try to reach a theoretical consumer based on outside characteristics. It's important to speak to human needs. - "Start with a brand that is successful in a market segment and then search for that same segment in other markets." - Francesco Leone   Bio Prior to founding and running Goat Eye Strategy, Francesco served as the CMO of Pedal. Prior to that, he served as the VP of Global Categories and Operations for Arla Foods, and he has held top marketing positions for Coca-Cola, Starbucks, and Colgate. --- 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.

Karen Steele, CMO of LeanData, learned marketing from the best of the best. At Apple and NeXT, she had the opportunity to report directly to, and learn from, Steve Jobs. On this episode of Marketing Trends, she shares some of those lessons learned, as well as how to nail marketing attribution and her best practices for managing engagement.   Links Full Notes & Quotes: http://bit.ly/2MkY5ps Karen’s Twitter: twitter.com/karenmsteele Karen’s Linkedin: linkedin.com/in/karen-steele-b237b4 LeanData’s Homepage: leandatainc.com   5 Key Takeaways - The first step to figuring out attribution is getting great data that you can trust. - Humanizing your brand leads to more engagement. - Think about your brand promise as much as possible. It has to be your anchor that you stick to at all costs. - Advocacy, advisory, and adoption are the three A's to think about when you're thinking about your customer marketing process. - "Engagement is the process of getting people interested and getting them to take action around your brand, who you are, and what you stand for." - Karen Steele   Bio Karen Steele is the CMO of LeanData. Karen is responsible for all aspects of product marketing, brand strategy, demand generation, customer and employee advocacy, and the customer journey at LeanData. Prior to LeanData, Karen was Group Vice President of Corporate Marketing at Marketo, where she led the pioneering marketing automation company through its transformation from a public to private company and successfully introduced the New Marketo. Karen began her career at Apple where she worked alongside Steve Jobs. Karen later followed Steve to NeXT and then back to Apple, where she built the marketing foundation that helped jumpstart her career. --- 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.

Camille Ricketts, Head of Marketing at Notion, talks about creating and scaling a content marketing strategy. She emphasizes the importance of helpful and emotionally resonant content. Other topics include her start in marketing, work styles, marketing leadership, and more.

"Marketing is not fluff." Or at least it shouldn't be, according to Laura Luckman Kelber, SVP of Marketing at Flexera. According to her, not enough marketers focus on how to make themselves useful to the people they are trying to reach. On this episode, Laura discusses how to be more useful as a marketer, as well as the power of aligning your entire organization around marketing, why good technology is essential for creating good work, how to rebrand a unicorn, and much more.   Links Full Show Notes: http://bit.ly/30RBIMv Laura's LinkedIn: linkedin.com/in/lauraluckmankelber/ Laura's Twitter: twitter.com/FreeRadicalSynd Flexera Homepage: flexera.com/   5 Key Takeaways - Marketing needs to be a lot of things. Most importantly it needs to be thoughtful and useful. It needs to share something consumers can learn from. - Failure happens when product, distribution, and pricing aren't aligned and communicated clearly. - Marketing needs to meet prospective customers where they are already at and speak to the pain points they're feeling at that moment. - At the same time, you need to stay ahead of what your customers are looking for. This means thinking about the future and what your customers will want down the road. - Over-communicate and never take for granted that your brand and your message are already known.   Bio Laura Luckman Kelber is SVP of Marketing at Flexera. Laura is a creative and collaborative executive with extensive expertise in building and leading high-functioning teams. Laura excels at creating strategic plans, articulating vision, and ensuring flawless implementation to transform businesses. Laura enjoys unraveling complex problems and connecting dots in unexpected ways to accelerate growth. Laura developed her unique approach through executive positions at a number of Chicago advertising agencies. Most recently she was EVP and Managing Director for Strategy at Merge. She has served as Chief Strategy Officer, Strategy Director and Client Service Director, applying her inspiring leadership and vision to B2B and B2C clients in a wide range of industries. Laura has a BS in Political Science and an MBA from the University of Illinois.   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.

From Apple’s first mouse to Palm’s first Personal Digital Assistant, IDEO has helped design some of the world’s most famous and important products. Across the world, and especially in Silicon Valley, they have been looked to as the gold standard for innovation and creativity. So what can marketers learn from this unique organization? To find out, we interviewed Whitney Mortimer, CMO and Partner at IDEO. On this episode, Whitney talks about design thinking and how it can transform your marketing, the power of constraints, and how to measure and manage creativity.   Links Full Show Notes: http://bit.ly/2JTn4gX Whitney's LinkedIn: linkedin.com/in/whitney-mortimer-594ba55/ IDEO Homepage: ideo.com   5 Key Takeaways - Design thinking is a strategy that starts with a blank slate and designs around a user's needs and experience. It can (and does) lead to explosive growth. - Creativity can be measured, managed, and taught. Doing so leads to growth, agility, and resilience. - “It’s your job as a leader to stay inspired and to share that inspiration with others.” - For marketers to be successful, they need to be involved in conversations about the company’s deepest aspirations so that they can translate that vision into a narrative. - In an era of increasing automation, employees have a need to self-actualize through creativity.   Bio Whitney Mortimer is the Chief Marketing Officer (CMO) and a Partner at IDEO, a global design company that creates positive impact through design. Previously, she served as the SVP Marketing and New Business Development at Supercuts. Prior to Supercuts, she held various positions in brand management and strategy with E & J Gallo Winery, Frito-Lay, and American Express International Bank. Whitney is passionate about bringing design-led innovation to environmental conservation, social justice and the empowerment of women. In addition to being the CMO of IDEO she also serves on the board.   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.