Marketing Trends

Few things a CMO does are as important as creating or transforming a culture within their team. And yet few things are as poorly understood as how to lead cultural transformation. To learn more about it, we brought on Alexandra Morehouse. Few people understand how to lead cultural transformation like Alexandra. She is the CMO of Banner Health and has previously served in senior marketing leadership roles for Kaiser Permanente, AAA, Charles Schwab, and American Express.   For full notes and show notes, click here: http://bit.ly/2Qujn4f Alexandra's LinkedIn: linkedin.com/in/chiefmarketingofficersanfrancisco/ Banner Health: bannerhealth.com   5 Key Takeaways - Great brands are built from the inside out. If a company's employees don't believe in a brand, the market never will. - CMOs should work with heads of finance and sales to establish and reach meaningful marketing goals. - Marketing requires more quantitative skills than ever before, and that the skills needed are changing every 6-8 weeks. - One of the fastest ways to change culture is to change incentives. - "There's always push back. The only way to combat the push back is with information, research and data." - Alexandra Morehouse   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.

Customer feedback is more readily available than ever before. So how do brands use that feedback and turn it into actionable insights? To find out, we talked to Leela Srinivasan. Leela is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable, where she built product marketing from scratch and established the foundations of a B2B marketing team. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference.    For full notes and show notes, click here: http://bit.ly/2FAEuh2 Leela’s LinkedIn: linkedin.com/leelasrinivasan Leela’s Twitter: twitter.com/leelasrin SurveyMonkey: surveymonkey.com     5 Key Takeaways: - Feedback has become a global currency in a transparent world where people share their experiences. - Listening to customers allows businesses to avoid making assumptions about pain points and create products and experiences that resonate better with their audience. - Design thinking is a great mental model that helps ensure that you are identifying the market's true problems, rather than rushing to a solution. - No matter how skilled or talented they are, it is essential for marketing hires to be a fit with your company's culture. - "How do you channel that feedback? How are you going to listen to those audiences so that you can make them feel heard and so that you can adjust your organizational practices and continue to evolve in relentless pursuit of self-improvement?" - Leela Srinivasan   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 Marketing Trends team sat down with some marketers at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on these recap episodes. In Part 1 of our SiriusDecisions recap, we brought you interviews with CEOs for a high-level look at some of the biggest and most important Marketing Trends. For this episode, we wanted to talk to people who are a little closer to the action for more tactical insights. Part 2 of our recap features interviews with three practitioners, as they discuss their most important insights and lessons learned from the SiriusDecisions 2019 B2B Marketing Summit. We interviewed Sara McNamara, Senior Marketing Operations Manager at Cloudera, an enterprise data platform, Asher Mathew, VP of Business Development at LeanData, a revenue operations platform, and Jeff Davis, Founder & Revenue Strategist at JD2 Consulting Group, a management consulting firm working with B2B businesses on sales and marketing alignment. Links: Full show notes & quotes: http://bit.ly/30ACY6x Sara’s Twitter: twitter.com/ifeellikemacmac Sara’s LinkedIn: linkedin.com/in/saramcnamara Cloudera: Cloudera.com Asher’s Twitter: twitter.com/ashermathew Asher’s LinkedIn: linkedin.com/in/ashermathew LeanData: LeanDataInc.com Jeff’s Twitter: twitter.com/jeff_davis2 Jeff’s LinkedIn: linkedin.com/in/jeffreydavisii JD2 Consulting: www.jeffdavis2.com 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.

This episode features an interview with Jay Baer. Jay is the founder and president of Convince & Convert, an analysis and advisory firm that creates digital marketing strategies. Jay is a multi-time founder, a global keynote speaker, and multi-time author. His latest book is called Talk Triggers and it comes highly recommended from the team here at Marketing Trends. 5 Key Takeaways for the On-The-Go Marketing Executive: - Everything you put your name on is a business card on some level, especially when it comes to creating content. - Word of mouth is and always has been the best strategy for growth, and brands should develop specific strategies to generate it. - Customer feedback is a gift. It should be studied and incorporated into strategy. - Individual customer feedback stories can be misleading. It's important to study in a quantitative way. - "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer Links: Full Show Notes & Links - http://bit.ly/2SjVdKN Convince & Convert - convinceandconvert.com Jay’s Twitter - twitter.com/jaybaer Jay’s LinkedIn - linkedin.com/in/jaybaer 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.

On this special CMO Roundtable episode, Ian and Lauren are joined by Chandar and Jennifer to discuss what a new CMO can do in their first 90 days and beyond to ensure a successful tenure. 5 Key Takeaways: - For a new CMO, focus on the people. You aren't just a marketer who needs to execute. You're a leader, and your primary responsibility is to lead. - When creating a category, it's important to satisfy the current market even as you're building toward creating a new one. - Timing is critical. Being too early to a market can be just as damaging and being too late. - Marketers need to deeply understand their buyers' problems so that they can frame themselves as the only viable solution. "People buy candles not because they like candles, but because they want light." - Chandar Pattabhiram - It's important to focus intently on the things that will matter most. Beware of taking on too many initiatives when you step into a new role. Bios: Chandar Pattabhiram is CMO of Coupa, a business spend management platform. Jennifer Johnson the CMO of Tenable, a Cyber Exposure Company, and is a Category Design Evangelist/Startup Advisor at Play Bigger. Links: Full Landing Page - http://bit.ly/2NEK74d Jennifer Twitter - twitter.com/jj_cmo Jennifer LinkedIn - linkedin.com/in/jjcmo Tenable Link - tenable.com Chandar Twitter - twitter.com/chandarp Chandar LinkedIn - linkedin.com/in/chandarp Coupa link - coupa.com 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.

Meagen Eisenberg is the CMO of TripActions, a corporate travel solutions provider. Prior to TripActions, she spent more than 20 years in high-tech and was previously CMO of MongoDB and VP of Demand Generation at DocuSign. Meagen was recently named Top 50 most retweeted by mid-sized marketers according to AdWeek and Top 25 for B2B Marketing Influencers. She is also on the board of G2 and advises over a dozen tech companies, four of which were acquired this past year. For full notes and show notes, click here: http://bit.ly/2ILcuJs Meagen’s LinkedIn: linkedin.com/in/meageneisenberg/ Meagen’s Twitter: twitter.com/meisenberg TripActions: tripactions.com 5 Key Takeaways for the On-The-Go Marketing Executive: - To become an effective marketing leader, be aware of your own weaknesses and have the skills to hire people to balance the strengths of the team. - CMO's should be strategic leaders, aligning not only with sales, but with c-level executives across the entire organization. - The best thing to do to advance in your career is to command your existing responsibilities and make room to take on more, while investing in relationships with the people around you. - Work closely with product to get to know the audience, and identify the "wow" moments that will resonate with your audience. - Having engineers and technically-minded people on the team can be a competitive advantage for marketing departments. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Keith Messick is the Chief Marketing Officer (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. For full notes and show notes, click here: http://bit.ly/2ILcuJs Keith’s LinkedIn: linkedin.com/keithmessick Keith’s Twitter: twitter.com/keithmessick Dialpad: dialpad.com 5 Key Takeaways: - It's hard to get people's attention. You have to be creative and willing to take risks. - Creativity comes in large part from who you hire. - B2B companies can find success using branding and emotion, just as consumer-facing companies can. - Resource constraints make a team scrappier and inspire creativity. - "I've never met a company that was really good at being something for everyone. You've got to be something for someone." - Keith Messick 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.

5 Key Takeaways: The Marketing Trends team sat down with some CEOs at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on this episode. Our top 5 takeaways from these conversations: - The best content is that which you are uniquely positioned to create. "We challenge our brands to dig deep to figure out what is the one thing you can do that no one else can? If you go swimming in the sea of sameness, bad things will happen." - With a general transition toward subscriptions, focusing on new business is not as relevant anymore as the post-sale and customer journey expansion. - The goal of marketing is to facilitate value-creating transactions. - In order for an ABM strategy to succeed, it requires buy-in from the entire organization, not just parts of marketing and/or sales. - To handle escalations, be blatantly transparent and clear about how you're going to fix the problem. Click here for full notes & show notes: http://bit.ly/2xkNbaA Interviewees: Shafqat Islam is the Cofounder & CEO of NewsCred. Jon Miller is the Cofounder & CEO of Engagio. Eric Spett is the CEO of Terminus. Bryan Wade is the CEO of Sigstr.  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.

Harsh Jawharkar is currently Head of Enterprise Cloud, Platform, & Ecosystem Marketing at Atlassian. He also has experience in product and marketing at PayPal, Zendesk, and Slack, among other leading technology firms. For full notes and show notes, click here: http://bit.ly/2XzHPHv Harsh’s Twitter: twitter.com/hjawharkar Harsh’s LinkedIn: linkedin.com/in/harsh/ Atlassian: atlassian.com 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.

More data is being generated than ever before, and as data grows, so does the need to analyze and understand it quickly. To find out how marketers can better take advantage of real-time data, we brought in Jennifer Grant, CMO of Looker, a business intelligence platform that helps people explore, analyze, and share data insights. On this episode, Jen sits down with Ian Faison and Lauren Vaccarello, co-hosts of Marketing Trends, to discuss her marketing journey, the origins of Looker, and the future of real-time business intelligence. For full notes and show notes, click here: http://bit.ly/2WuJTzW Jen’s Twitter: twitter.com/realjengrant Jen’s Linkedin: linkedin.com/in/jencgrant/ Looker: looker.com 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.