Marketing Trends

Ian and Lauren are joined by Brian Rothenberg, a GM, CMO, and VP of Growth at Eventbrite. He helped grow Eventbrite from 100 employees to over 1,000 and a successful IPO earlier this year. In this episode, we discuss the top marketing trends for 2019. 2:50 - How Brian became a marketer. 6:05 - Why the top of the funnel will shrink in 2019 and what it means for marketers. 8:45 - What to do about a shrinking funnel. 13:50 - Brian explains paid-acquisition arbitrage. 20:00 - How the podcasting industry will change in 2019. 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.

How can marketers use engaging storytelling to hook their audience? Mission CEO Chad Grills sat down with Meredith Ayan, Executive Director of SPCA International, to answer exactly that. SPCA International is a non-profit that reunites military service-members with animals they have befriended while on active duty. Meredith explained best practices for storytelling in email, how to segment storytelling for different audiences, and how SPCA reunited a marine with a donkey he met in Afghanistan. This episode was recorded live at the Salesforce World Tour in New York. 2:20 - How Meredith got started with SPCA. 6:09 - The story of a marine with reconnected with a donkey he met in Afghanistan. 7:40 - How SPCA picks which stories to tell. 11:40 - The strategies SPCA uses to segment their storytelling based on audience. 18:30 - Using images to tell stories. 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.

Joely Urton is Vice President of Analyst Relations at Box. Previously, she worked in marketing roles for Oracle, Sun Microsystems, and Epiphany. On this episode, Joely, Ian, and Lauren talk all things analyst relations, including how to manage an effective AR program, how to measure its success, and when a company should begin an AR program. 2:35 - What is analyst relations? 7:55 - How doing AR compares to normal marketing. 12:55 - When to start on an AR program. 37:00 - How to measure the success of an AR program. 49:15 - Most exciting marketing trends for the future. 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.

Jaleh Bisharat is the Founder and CEO of NakedPoppy. In her career as a marketer, Jaleh has served as the CMO of Eventbrite, and a marketing VP for Amazon, Jawbone, and OpenTable. In part 2, Jaleh discusses why she decided to not use a Powerpoint deck when pitching NakedPoppy, the best way to build a great team, and what it takes to be a great CMO. 3:30 - Why NakedPoppy decided not to use a Powerpoint deck when pitching their company to VC funds. 8:45 - How to build a team that complements your strengths. 11:30 - The three questions you need to ask to build an effective culture. 16:00 - The best way to hire great employees. 23:40 - The essential skills for becoming a great CMO. 25:50 - Why you should talk to customers one at a time. 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.

Jaleh Bisharat is the Founder and CEO of NakedPoppy. In her career as a marketer, Jaleh has served as the CMO of Eventbrite, and a marketing VP for Amazon, Jawbone, and OpenTable. In part one of our interview with Jaleh, she discusses what she learned working with Jeff Bezos, how to be customer-obsessed, and best practices for conducting effective market research. 3:00 - Lessons learned from working with Jeff Bezos. 5:10 - What it means to truly be customer-obsessed. 7:45 - Jaleh discusses the importance of delighting customers. 10:55 - How to fail well. 14:50 - The relative value of ideas vs. execution. 15:48 - Jaleh’s experience at OpenTable and what it took to break out from the competition. 26:30 - The importance of being able to finish your customers’ sentences. 30:15 - Best practices for conducting effective market research. 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.

Matthew Trifiro is the CMO of Vapor IO. As a multi-time CMO and CEO, Matt has a long track record helping companies achieve exponential growth. On this episode, Matt discusses the "dirty secret" of launch products, the best advice for a new CMO, and why he thinks press releases are useless. 6:30 - The most important skill for any marketer. 21:30 - The biggest myth about creating the iPhone. 25:28 - Figuring out what you are "the best and only" at. 39:00 - How PR and thought leadership change from B2B to B2C. 42:15 - Why press releases are useless. 55:05 - What Matt has learned about effective branding. 57:30 - Creating effective anchor content. 01:10:10 - Matt's best advice for a new 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. Mentioned Resources: 1. The Atari ST Owners Manual Matt wrote. 2. The Reptilian video game Matt wrote. 3. The Swindled podcast (answer to lightning round Q). 4. Bloomberg entry for Wink Communications, early interactive TV company co-founded by Matt where he created the category of "enhanced broadcasting." 5. The original Positioning by Al Ries and Jack Trout. 6. The white/pink tuna story at Snopes.com. As suspected, it's apocryphal and has many versions, but it's still a great story. 7. State of the Edge. 8. Open Glossary of Edge Computing. 9. Ogilvy's The Man in the Hathaway Shirt 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.

Christopher Lochhead is the co-author of the Harper Collins’ instant classic Play Bigger: How Pirates, Dreamers and Innovators Create and Dominate Markets and he’s the co-host of the Legends and Losers podcast. He is a serial entrepreneur and has served as the CMO of three public companies. Chris joined Ian to discuss why category design is the most important skill set for a CMO, why competing is bad, and how to get creatives to do legendary work. 4:55 - How category design applies to music, politics, and life. 8:20 - The number one skill set that headhunters look for in a CMO. 11:25 - Why competing is bad. 24:55 - Making category design more than a messaging or branding exercise. 51:10  - How to get creatives to do legendary work for you. 1:06:15 - Why this is the most exciting time to be alive in history. 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.

Few brands have had as large an impact on the world of marketing and advertising as Apple. For more than forty years, their advertising has set the bar for greatness. In part 2, Lauren and Ian break down Apple ads from 1998 to today. We see how having an enemy makes for great marketing, and how to turn every product into an advertisement. 1:45 - The brightly colored iMacs show the world what thinking different really looks like. 6:15 - How the white headphones turned every iPod into an advertisement. 16:30 - Having an enemy makes for great advertising. 22:50 - Marketing the iPhone with "Hello." 31:10 - You're more powerful than you think. 36:00 - Apple's latest ad, "Share Your Gifts." 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.

Few brands have had as large an impact on the world of marketing and advertising as Apple. For more than forty years, their advertising has set the bar for greatness. In the first of a two part series, Lauren and Ian break down Apple ads from 1977 to 1997. The lessons drawn from these ads will help you "think different" and inspire you to be more creative. 4:50 - The thing that separates Apple from other advertisers. 15:00 - An ad called "homemaker" almost makes Lauren choke. 19:15 - How 1984 changed advertising forever. 24:10 - When Apple went too far. 44:45 - How "Think Different" saved Apple. 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.

In this episode of Marketing Trends, we explore sales and marketing alignment. We brought in Sean Sheppard, a sales expert, to help explain how organizations can better align the two. Sean is the founding partner of GrowthX and Co-Founder of GrowthX Academy. He is a serial entrepreneur who has successfully grown dozens of early-stage companies. In addition to his experience as a multi-time founder, Sean ran the sales and business development track at Tradecraft and co-founded the Professional Sales College. In this interview, Sean breaks down the x’s and o’s of how to get marketing and sales to work together. 2:00 - How to make marketing and sales collaborative rather than competitive. 9:20 - Why marketing should get messaging from sales. 17:00 - Creating product-to-market teams. 23:40 - How to handle product launches. 31:05 - Why SaaS should be service as a software. 37:20 - Evolving compensation plans for marketing and sales teams. 46:50 - How to make sure your star marketers can rise to the top. 55:05 - Best team-building exercises for marketing and sales. 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.