How I Made it in Marketing

When managing a marketing team, success is not necessarily a straight line. No instant inputs and outputs. After all, your team isn’t just filled with employees, it’s filled with human beings.Complex, fallible, emotional, confusing, questioning human beings. All of us, together, experiencing the human condition while trying to be productive, together, working in an organization.I say this because, if you’re not careful you might just fast forward to ramming your way through to the goal. The real challenge is to coax fellow humans along to that goal. Enabling them. Preparing them.In our free digital marketing course, we describe it this way – Website Strategies: 4 ways to prepare your marketing team to increase conversion rates (https://meclabs.com/course/lessons/website-strategies/). Not just, how to get higher conversion rates. No. Ways to prepare your team. And our latest guest manages with the same philosophy. “Pre-sell key ideas internally,” she says. “Build strong CFO relationships,” she says. Don’t just charge ahead with gusto. Lay the groundwork for success.Those are just some of the lessons Jeanne Hopkins, Chief Revenue Officer, OneScreen.ai (https://www.onescreen.ai/), shared with Daniel Burstein in our latest podcast episode. Hopkins was the Chief Marketing Officer of MarketingSherpa (https://www.marketingsherpa.com/) and sister publication MarketingExperiments (https://marketingexperiments.com/) before this podcast's host even started here, and he's  been here 13 years. She’s had 11 C-level or VP-level marketing roles in her career. And today Hopkins leads a team of 19 (with three more hires slated for this quarter) and manages a $6.2 million budget. In other words, she has a wealth of experience that I thought you could learn a lot from. Stories (with lessons) about what she made in marketingSome lessons from Hopkins that emerged in this discussion:Build strong CFO relationships.Pre-sell key ideas internally.Allow your team to shine.Loyalty first. Hire in batches.Remember your interns.Related content mentioned in this episodeThe Long-Term-Growth Product Launch: Cuisinart has been selling the same food processor since the ‘70s (Podcast Episode #13) (https://www.marketingsherpa.com/article/interview/long-term-growth-business)Table Fries (Hopkins’ podcast) (https://tablefries.com/)How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template) (https://sherpablog.marketingsherpa.com/marketing/how-to-sell-to-your-boss/)Customer Loyalty Chart: Just how big of an effect does customer satisfaction have on loyalty? (https://www.marketingsherpa.com/article/chart/loyalty-effect-customer-satisfaction)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is abouApply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

“Replace the claim with the reason” – that lesson comes courtesy of Website Wireframes: See real webpages optimized for marketing conversion (https://meclabs.com/course/lessons/website-wireframes-application-session/). It’s far easier to make empty claims than provide true reasons for customers to buy. Especially if you’re a copywriter, designer, or junior-level brand marketer who doesn’t know a compelling reason the customer should buy.But customers are far more likely to act if you provide them compelling reasons instead of empty claims.So, our latest podcast discussion did my heart some good, as Derek Detenber, Chief Marketing & Merchandising Officer, Batteries Plus (https://www.batteriesplus.com/), discussed specific stories of how he helped shape brand positioning and define the purpose of a business – leadership that can help the marketing team and supporting agencies clearly communicate a reason for customers to buy.You can listen using the embedded player below or click through to your preferred audio streaming service.   First, a little background… Batteries Plus is a consumer electronic retailer with more than 700 locations.Stories (with lessons) about what he made in marketingSome lessons from Detenber that emerged in our discussion:A quality product isn’t enough, you need to craft experiences.Understand the economics of the business.Don’t just focus on your direct competitors. Sweat the details. Be strategically consistent and tactically agileUnderstand the purpose of the business.Leadership requires talent and passion.Related content mentioned in this episodeMarketing Budget Charts: B2B customer experience investments (plus 4 budgeting tips) (https://www.marketingsherpa.com/article/chart/marketing-budget-charts-b2b-customer-experience-investments)Market Competition 101: The 3 types of competitors to keep an eye on (https://sherpablog.marketingsherpa.com/marketing/competition-types-to-watch/)My Five Greatest Mistakes as A Leader: 30 years of painful data (that might help you) (https://sherpablog.marketingsherpa.com/leadership/5-leadership-mistakes/)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

When our latest guest told me the story of how she learned, “exclamation points are for lazy people,” it reminded me of “foster conclusions with specific, quantifiable facts” ...a lesson from Above-the-Fold Energy: How to engage the prospect’s mind with a carefully crafted opening (https://meclabs.com/course/lessons/above-the-fold-energy/). Take a look at your headlines, sub-headlines, opening paragraphs and other writing you use to communicate about your business. Are you trying to force potential customers to believe it with (literal or figurative) exclamation points? Or are you helping foster conclusions by presenting information?That is an opportunity for marketing optimization Nicole Salla sparked in me during our discussion. Listen now to discover what ideas the Chief Marketing Officer of Kiddie Academy (https://kiddieacademy.com/) will spark in you.But first, a little background… Kiddie Academy has 300 locations in 33 states and DC, with 30 new locations opening this year,  and Salla manages a marketing team of 20, plus agency partners.Stories (with lessons) about what she made in marketingSome lessons from Salla that emerged in our discussion:Nothing is created alone. Make others part of the discussion.To be successful in marketing, it is critical to be a skilled salesperson.LISTEN (with your ears, your eyes, and your gut).Exclamation points are for lazy people. In a world of chicken dinners, be a lobster dinner.When there is a philosopher in the room, you need to diffuse “idea grenades.” Related content mentioned in this episodeMarketing Career: How to become an indispensable asset to your company (even in a bad economy) (https://marketingexperiments.com/value-proposition/marketing-career)99 Problem Ideas: “Harvey Gabor (art director on Coke’s iconic campaign) burned my ad concept with a lighter” (https://www.marketingsherpa.com/article/interview/99-problem-ideas-harvey-gabor-art-director-on-coke-s-iconic-campaign-burned-my-ad-concept-with-a-lighter)Headline Formulas: A step-by-step process for radically transforming your copywriting (https://meclabs.com/course/lessons/headline-formulas/)Search the MarketingSherpa Library (https://www.marketingsherpa.com/library) – 8,788 articles, videos, and podcasts (including 1,726 case studies)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/)Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Before you optimize your marketing, you must optimize yourself. Which is why we have offered free digital marketing course sessions like The Marketer’s Self Image: Three distorted concepts that are robbing your conversion results (https://meclabs.com/course/lessons/the-marketers-self-image/). This approach to self-optimization was top-of-mind as we heard lessons from our latest guest. Lessons like “you must remain wet clay” and “find intellectual inspiration.”Listen now to hear Mary Rodgers, Head of Marketing Communications, Cuisinart (https://www.cuisinart.com/), discuss the importance of a long-term approach to product and marketing strategy, along with the need to stay flexible and fresh in your approach to your brand and its customers (hence the need for self-optimization).Rodgers manages a $30 million annual budget with a staff of 20 marketing professionals. In her 26 years leading the brand’s marketing, she has helped position Cuisinart as the #1 high-end housewares brand in a highly competitive industry. The brand holds the first market share position in 13 of 15 product categories, according to NPD syndicated research.Some lessons from Rodgers that emerged in our discussion:A never-give-up attitude, resourcefulness, and tenacity are some of the personal characteristics that serve you well no matter what field you are practicing inAlways focus on the needs of consumersLook for long-term growthYou must remain wet clayFind intellectual inspirationGet education through mentorshipRelated content mentioned in this episodeCustomer-First Marketing: The customer is always right … but not always right for your company (https://sherpablog.marketingsherpa.com/b2c-marketing-2/customer-is-always-right-but-not-always/)Client Pitch Call from the Maternity Ward: “That sound? Oh, you know, the sounds of Brooklyn” – Podcast Episode #8 (https://www.marketingsherpa.com/article/interview/client-pitch-call)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

You don’t just start with an amazing website. Or product. Or marketing campaign. As discussed in Session #9 of MECABS free digital marketing course – Website Strategies: 4 ways to prepare your marketing team to increase conversion rates (https://meclabs.com/course/lessons/website-strategies/)– you start by preparing your team.Listen now to hear Jonathan Murrell, Co-Founder & CMO, The Escape Game (https://theescapegame.com/), discuss how his company decided on a strategy of long-term quality, prepared the team to executive on this strategy by hiring smart people and empowering them, and many more lesson-filled stories.The Escape Game has 23 locations across the United States and has served 3.8 million guests so far.Some lessons from Murrell that emerged in his discussion with Daniel Burstein:Quality is critical to the long termHire smart people and empower themLearn how to pivot your value propositionThink big and fastDetails matterAll creative processes start as ugly babiesRelated content mentioned in this episodeLanding Page Optimization: Goodbye stock photos and Happy Man, hello social media (https://sherpablog.marketingsherpa.com/website-and-landing-page-design/lpo-photo-social-media/)Why You Should Consider Customer Service to be 1-to-1 Marketing (https://sherpablog.marketingsherpa.com/marketing/customer-service-one-to-one/)Email Marketing: Why don’t you want to hear from your customers? (https://sherpablog.marketingsherpa.com/email-marketing/no-reply-email-marketing-mistake/)99 Problem Ideas: “Harvey Gabor (art director on Coke’s iconic campaign) burned my ad concept with a lighter” – Podcast Episode #11 (https://www.marketingsherpa.com/article/interview/99-problem-ideas-harvey-gabor-art-director-on-coke-s-iconic-campaign-burned-my-ad-concept-with-a-lighter)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

“We run the scientific method. Hypothesis. Experimentation. Observation. Analysis. Optimization,” Aron North told Daniel Burstein in our latest podcast episode. Great minds think alike. North’s approach is almost identical to Step #6 of the Landing Page Blueprint (https://meclabs.com/course/blueprint/).Listen now to hear Aron North, Chief Marketing Officer and Commercial Owner, Mint Mobile (https://www.mintmobile.com/), discuss allowing for failure (when you follow the scientific method), trusting your gut, conducting a job interview with every single person coming into the marketing department, and more.Some ideas from the stories North told in this episode:– If you aren’t failing, then you aren’t trying hard enough – Trust your gut – Creative > Production – All great creative begins with a strong consumer insight – F.B.N.A (Free Beer No Assholes) – Fastertizing Related content mentioned in this episodeHeadline Writing: How a junior marketer beat the CEO’s headline by 92% (https://marketingexperiments.com/copywriting/headline-testing)How Marketing Skills Are Helping Employee Recruitment and Satisfaction: 3 quick case studies (https://www.marketingsherpa.com/article/case-study/marketing-skills-employee-hiring)500 Mangled, Stretchy Rubber Guys: Make sure you have the right marketing partner for your super creative plan – Podcast Episode #3 (https://www.marketingsherpa.com/article/interview/direct-mail-podcast)Creative Inspiration: 9 mini case studies of marketing campaigns and business ideas sparked by unorthodox inspiration (https://www.marketingsherpa.com/article/case-study/9-mini-case-studies-of-creative-marketing)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Customer-first objectives (https://meclabs.com/course/lessons/customer-first-objectives/). You may think of these three words when you hear our latest guest describe his role in the creation of the first internet banner ad (which had a clickthrough rate of … wait for it… 44%!). He described the objective behind the ad this way – create a form of advertising that is at once a gift to the consumer, and a doorway to a universe of possibility.That was one of the lessons from the stories our guest shared with host Daniel Burstein in Episode #10 of the How I Made It in Marketing podcast. Listen now to hear Joe McCambley, Chief Marketing Officer, Saatva (https://www.saatva.com/), share lesson-filled stories from his work with AT&T, Sports Illustrated, Boston Edison, Saatva, and many more brands.Lessons from this episodeOne of the most important lessons he learned as a creative person came as a result of things he DID NOT makeThere is someone to delight at the other end of every adCreate a form of advertising that is at once a gift to the consumer, and a doorway to a universe of possibilityIf you always keep your promises, you will be the kind of person people want to do business withFocus makes an ad great If you want to create and innovate, you should surround yourself with creative and innovative people Related content mentioned in this episodeMECLABS Institute Research Library (https://meclabs.com/research)Marketing 101: What is baking in? (https://sherpablog.marketingsherpa.com/marketing/marketing-101-what-is-baking-in/)Marketing 101: What are microsites? (plus 3 successful microsite examples and 2 missteps) (https://sherpablog.marketingsherpa.com/marketing/marketing-101-what-are-microsites/)Content Marketing and SEO: The world doesn’t need another blog post (https://sherpablog.marketingsherpa.com/search-marketing/customer-focused-content-marketing/)Informed Dissent: The best marketing campaigns come from the best ideas (https://sherpablog.marketingsherpa.com/online-marketing/marketing-dissent-campaigns/)About this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersApply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

The marketer is central to the success of any organization. Which is why the very first section of the Landing Page Blueprint (https://meclabs.com/course/blueprint/), before there is any mention of anything on the landing page, is about The Marketer.Our latest guest described it this way – the five most important things in a startup or any creative process are people, people, people, market, and product.That is just one of the lessons from the stories Paul Krasinski, CEO and Founder, Epicenter Experience (https://www.epicenterexp.com/), shared with Daniel Burstein in Episode #9.Stories (with lessons) about what he made in marketingSome lessons from Krasinski that emerged in their discussion:5 most important things in a startup or any creative process – people, people, people, market, and product Collaboration – there is no place for top-down management when creating something new.Stand back and let the magic happenStories (with lessons) about the people he made it withKrasinski also shared lessons he learned from the people he collaborated with in his career:Don’t take things personallyHumility and curiosityPower of relationshipsDon’t act like a rock starArticles, podcasts, and a book mentioned in this episode:Content Marketing: How to help subject matter experts come up with blog topics (https://sherpablog.marketingsherpa.com/content-marketing-2/content-marketing-how-to-blog-topics/)Marketing Careers: 6 reasons to embrace a career in marketing (https://www.marketingsherpa.com/article/case-study/marketing)Forensic Reporting on Marketing Campaigns: Dig deep to replicate your successes (and learn from your failures) with marketing and sales enablement case studies (https://sherpablog.marketingsherpa.com/marketing/replicate-your-successes-with-case-studies/)The Second Mountain: The Quest for a Moral Life (https://www.penguinrandomhouse.com/books/217649/the-second-mountain-by-david-brooks/) by David BrooksDon’t Give Clients What They Want: “That’s also the name of a convention for adults who dress as toddlers” – Podcast Episode #6 (https://www.marketingsherpa.com/article/interview/client-management)The Psychology of Blue Jeans: What marketers can learn from 150 years of Levi Strauss customer letters – Podcast Episode #4 (https://marketingsherpa.com/article/interview/customer-psychology)Get more episodesTo receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAbout this podcastThis podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher free digital marketing coursApply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Empathy is not just the human choice, it’s the right choice for business. The power that your own stories have to connect more effectively with others.These are a few of the lessons from the stories Nasya Kamrat, CEO and co-founder, FACULTY (https://www.wearefaculty.com/), shared with Daniel Burstein in Episode #8 of the How I Made It in Marketing podcast.Stories (with lessons) about what she made in marketingSome lessons from Kamrat that emerged in our discussion:Know when to ask for helpWhile in the maternity ward, Kamrat led a big pitch via video conference. In the middle of the meeting, the woman in the room next to her went into labor – alarms blaring, hospital machines beeping, people shouting and lights flashing. Of course, she couldn’t mute fast enough. Everyone on the call stopped and looked at her. She responded, “oh, you know, the sounds of Brooklyn.” They all nodded like that was a totally acceptable answer and went on with the meeting.  Empathy is not just the human choice, it’s the right choice for business.In the early days of Covid, Kamrat had a Zoom call with a prospective client. She went into pitch mode instead of having empathy. Her agency did not get a second call.Supporting other underrepresented founders, lifting as we climbWhen she started her business 12 years ago, Kamrat and her founding partner had to make a decision – were they going to get certified as a woman-owned or a minority-owned agency? Much to their surprise, they couldn’t be both. Stories (with lessons) about the people she made that marketing withKamrat also shared lessons she learned from the people she collaborated with in her career:Bill Prince, SVP of Entertainment, Holland America Line: An example of how to be authenticThe cruise line is a current and long-standing client of Kamrat’s agency. Early on, Prince would get incredibly annoyed with her. She’d come up with a fancy deck in her fancy clothes and spout all the expected marketing speak. And he’d immediately tune out. The minute she started talking to him as a real person and not a client, they not only became friends but also very effective partners.Aaron Wolfe, Chief Creative Officer, Faculty: The power that your own stories have to connect more effectively with othersHearing her co-worker’s story of moving out of New York City inspired Kumrat to move her family out of the city as well.Lori Spielberger Klein, Consultant, LSK Creative Connect: How to embrace empathy and humor in leadershipKamrat worked with Klein at Havas Health, when Klein was an EVP and the Director of Creative Strategy. Klein created an environment that made the creative work fun, exemplified by a New Yorker cartoon she had on her door of a bunch of brain surgeons with the caption, “hey, at least it’s not advertising.”A free tool mentioned in this episode:Customer Theory: How to leverage empathy in your marketing (with free tool) (https://marketingexperiments.com/conversion-marketing/customer-theory-leverage-empathy-free-tool)Get more episodesTo receive future episodes of How I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersAboutThis podcast is not about marketing – it is about the Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application

Keep it simple. You are nothing without the people around you.These are a few of the lessons from the stories Maja Frølunde Sand-Grimnitz, Director of Global Marketing for Consumer Gaming, EPOS (formerly Sennheiser Communications)(https://www.eposaudio.com/) shared with Daniel Burstein in Episode #7.Some lessons from Sand-Grimnitz that emerged in their discussion:– Keep it simple…both in defining the problem/need of the consumer and developing the solution and communication to meet that need Sand-Grimnitz led sales and marketing for Denmark’s hosting of the 2018 IIHF Ice Hockey World Championship (which has an estimated global viewership of 1.3 billion people). But Danes don’t know ice hockey. Instead of a campaign explaining ice hockey, she kept it simple by focusing on the entertainment/leisure budgets of potential attendees, and focused on the entertainment aspect – adrenaline, action, competition. In the end, the campaign sold 525K tickets and generated 130M+ Danish krone in revenue (116% of the target). – You are nothing without the people around youSand-Grimnitz was part of building the sports media brand, ONE Championship. She was in her hotel room working late to prepare for the mixed martial arts brand’s first Pan-Asian Summit. She rushed down to the first floor where she saw the entire team working on packing gift bags for the hundreds of guests. She went in, got what she needed and went back to her room thinking, “good, they are on that, and I am on the rest.” However, in the eyes of her team, they saw a leader that didn’t pitch in. – Positioning marketing as a commercial disciplineGoing into her 1st budget meeting with C-level management at EPOS, Sand-Grimnitz thought it was enough to put the marketing plan, KPIs & needed budget in front of them. But that didn’t cut it. She went back & restructured the presentation to communicate a more holistic plan. Sand-Grimnitz also shared lessons she learned from people she collaborated with:– Keld Strudahl, Founder, BrandActivators & Sports Marketing Strategies: If you master stakeholder management and getting people to buy into your plan/idea, the sky is the limit.  While Strudahl & Sand-Grimnitz were at Carlsberg Group, she briefed the top 3 men & women from the FIS Alpine Ski World Cup about a brand activation. She used marketing industry terms &just told them what to do. Strudahl gently pulled her aside & told her she needed to speak their language– Victor Cui, President & CEO, Edmonton Elks: The power of being a humble leader when called forThis story place after the gift bag incident (mentioned earlier) when Cui & Sand-Grimnitz were at ONE Championship. Cui informed her that he would scold her publicly at the upcoming team meeting for not pitching in when the team needed her. – Iris Isabella Engelund, CEO & Founder, Play Your Talent: If you have dreams, pursue them or let them goSand-Grimnitz called Engelund saying she was feeling restless & not motivated but didn’t understand why – her job was good & interesting, career path was moving in the right direction, etc. Engelund helped her map out a 5-year plan for professional ambitions, but also the dreams beyond that.A podcast episode and free toolkit mentioned in this episode:How to Model Your Customer’s Mind (https://meclabs.com/about/research-partnerships)500 Mangled, Apply to be a guestIf you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application