Marketing Trends

For many companies, social media is a promotional or research tool, and is typically given to young team members to handle. But considering social often represents a customer’s first touchpoint for brand awareness, recognition, and sentiment, it deserves a more prominent place in the workflow. Hear Shiraz Siddiqui, former Global Social Lead at Twitter, explain how authentic social media engagement can produce invaluable insights for any consumer marketing team.Tune in to learn:Perspectives on changing consumer behaviors (4:14)Doing more with less through social media (12:10)The importance of authenticity in social marketing (26:08)What metrics marketing leaders should be monitoring (29:19)Mentions:5:26 Google / Google Plus5:46 Vine7:37 Wendy’s13:51 Tweet it into existence22:57 Google Glass23:52 CES24:19 Pokemon Go35:04 Campbell Soup Company EpisodeMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

How can marketing leaders inspire their teams? Sarah Acton, CMO of BILL, claims impact comes from learning what drives them, while also diving deep into the company’s mission to understand how to improve the customer experience.Tune in to learn how Sarah created a rebrand for BILL in her first year as CMO. Tune in to learn:When Sarah found her love for SMBs (4:40)About Sarah’s part in the BILL rebrand (16:01)How to build relationships with other executive leaders (21:49)What Sarah has to say to aspiring marketing leaders (29:21)Mentions:The Smiling FrogRenè Lacerte, CEO of BILLChief | LinkedIn Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

As the data revolution rapidly transforms marketing, does the industry run the risk of losing its altruistic ideals? Jacqueline Woods, CMO of the multi-cloud data platform Teradata, urges marketing leaders to take responsibility for their enormous influence on society. Hear Jacqueline discuss Teradata’s strong commitment to diversity, her reverence for authenticity, and why she believes the popular analogy comparing data to “new oil” is somewhat misleading. Tune in to learn:What sets Teradata apart from its competitors (03:55)Teradata’s commitment to diversity, equity, and inclusion (10:28)Teradata’s partnership with the New York Giants (28:05)The importance of authenticity and embracing one’s heritage (30:57)Mentions:Steve McMillan, CEO, Teradata“The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends podcast; Episode 349)“Teradata Showcases New World of Cloud Analytics at AWS re:Invent 2022” (Teradata press release; November 28, 2022 via Business Wire)Jacqueline’s website“The Power of Unity With Jerri DeVard, Founder, Black Executive CMO Alliance” (Marketing Trends podcast; Episode 329)Melissa M. Proctor - Executive Vice President & Chief Marketing Officer, Atlanta HawksMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

 In a market focused on revenue and notoriety, how can modern businesses find the right footing to make an impact? Rachel Konrad, Chief Brand Officer at The Production Board, claims that by focusing on the mission that matters, companies can make a positive impact on the world around them. Tune in to hear how Rachel aims to help prepare the next generation of business leaders by pushing to fix the current climate change issue. Tune in to learn:How Rachel approaches companies to build their brand (6:53)What lessons were learned while Rachel worked at Tesla in the company’s infancy (15:35)Why Rachel never had an ‘aha’ moment about sustainability (22:46)About advice for upcoming business leaders (33:45)Mentions:Morgan Stanley, Alice Milligan EpisodeMolson Coors, Marcelo Pascoa EpisodeCana Beverage MachineDave Friedberg, Founder and CEO of Production BoardThe Climate CorporationMark Washington, Founder and CEO of SupergutSupergutTiny WinsRachel Konrad’s LinkedIn BioAl Gore, “Earth in the Balance” Elon MuskBrookings Institute “The Population Bomb” Book By Dr. Paul R. EhrlichNorman BorlaugMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

In today’s unpredictable marketing environment, how can leaders in the industry continue to maximize their impact? Eric Toda is the Global Head of Social Marketing at Meta and Head of Meta Prosper, an online hub created to uplift Asian American and Pacific Islander communities and businesses. On this episode, Eric shares why today’s unique challenges provide marketers with exciting opportunities to not only drive revenue, but to serve and empower new and diverse voices.Tune in to learn:Why Eric thinks marketing has never been more exciting (02:31)About Meta Prosper (13:11)Eric’s thoughts on marketing leadership and the employee experience (34:41)Why economic constraints can be a good opportunity for marketers (38:45)Mentions:“'My People Are Dying in Silence—and I’m Here With a Megaphone'” (Adweek article by Eric Toda; February 11, 2021)Meta Prosper - Asian and Pacific Islander Community HubMeta Elevate - Black and Latinx & Hispanic Community HubThis podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

What is the best way to ensure a smooth workflow as a marketing leader? Alice Cherry, Chief Marketing Officer at S&P Global, claims that communication is key when leading marketing teams. Tune in to learn how Alice not only builds healthy relationships with other executives and stakeholders, but also created a brand new company culture throughout S&P Global’s merger with IHS Market. Tune in to learn:Why being comfortable with being uncomfortable is part of being a marketer (5:35)How Alice prepared for the IHS Market and S&P Global merger (12:55)What S&P Global did to create a new culture with the merger (19:20)About the Seek and Prosper campaign (27:05)Mentions:Sylvan LearningIHS MarkitDouglas Peterson, President, CEO, S&P GlobalCERAWeekState of Marketing ReportShannon Duffy Episode Seek and Prosper CampaignMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Brands that rely on the events industry have had a difficult last couple of years. So, how can they regain traction now that events are making a robust comeback? This is priority number one for Melanie Hellenga, VP of Brand and Performance Marketing at Groupon. Melanie joins us to discuss the creative approaches her team has used to transform the brand and how data is being leveraged to raise “top-of-mind” awareness for the deals and discount platform.Tune in to learn:Melanie’s role in Groupon’s brand transition (3:33)The role of data in Groupon’s marketing (14:56)Melanie’s philosophy on balancing growth with velocity (21:34)The story behind Groupon’s big game campaign with Rob Gronkowski (31:00)Mentions:Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop (Marketing Trends podcast; Episode 359)FCB Global“Party Like A Player” SweepstakesMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

On this special end-of-year crossover episode, the hosts from Up Next in Commerce, Marketing Trends, and IT Visionaries meet up again to discuss their biggest takeaways from their guests over the past year, and to make some predictions for what should be an exciting 2023 in marketing, tech, and e-commerce.Tune in to learn:Why your employees are your greatest customers (8:41)Why good business instincts can help overcome a lack of data  (14:28)Why intuition matters, even in data-driven industries (20:53)Client ad readMission.org is a media studio producing content for world-class clients. Learn more at *LINK*.Mentions:David Ting, ZenniDavid Heinemeier Hansson, 37signalsStephanie Dobbs Brown, CMO, Intercontinental ExchangeLil’ WayneKevin Warren, UPSEric Toda, MetaClient ad readMission.org is a media studio producing content for world-class clients. Learn more at *LINK*. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

As gym culture evolves, how do companies like Crossfit boost their brand to potential consumers? Keith Knapp, Director of Marketing at Crossfit, strives to build a brand that includes every shape, size, and ability. Keith shares that by relying on their affiliates to help localize advertisements, each community receives specialized marketing and branding. Tune in to the episode to learn how Keith’s passion for fitness and community led him to reinvent the Crossfit brand.Tune in to learn:About the foundation of Crossfit’s business model (4:24)How Crossfit created a local and personal level of marketing with their customer (18:35)What tools and tech that Keith is using to boost their brand (31:58)Why employee retention is vital for personal success at Crossfit (36:18)Mentions:Keith Knapp on Solomon Hanes Podcast Don Faul, CEO of CrossfitAngela Duckworth’s Grit ScaleCrossfit Games on CBS / ESPNDaniel Chaffey, Owner and Operator of Crossfit LouvreSalesforceGary Gains, GM of International Crossfit AffiliatesMarketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

How is one of the world’s fastest-growing streetwear retailers setting itself apart in a crowded category? Jenna Flateman Posner, Chief Digital Officer at SNIPES, suggests that the secret lies in the company’s bold commitment to elevating the communities it impacts. Jenna joins us to discuss the inspirational philanthropic marketing model at SNIPES, and why she believes the idea of developing “true retail partnerships” is often taken for granted in the industry.Tune in to learn:What Jenna has learned from the acquisitions process (04:10)How SNIPES sets itself apart in the crowded streetwear category (10:08)Jenna’s unique perspective on “hype-selling” (16:59)Jenna’s thoughts on the impact of the Air Jordan brand (27:05)Mentions:Sven Voth, CEO, SNIPES“Building a Brand That Reflects Company Culture” (Marketing Trends podcast; Episode 563)This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com. Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.