How I Made it in Marketing
Daniel Burstein
Marketers are the artisans of commerce. Our palette is ideas. We ply our craft to facilitate choice. To empower every person creating value in the world – sharing their inventions, their service, their good works. And ultimately, to keep a society built on choice functioning.But also…This is one of the most fun, wildly creative, never-grow-up, 99% boring meetings followed by 1% of sheer creative brilliance, funny-yet-frustrating-yet-fruitful career choices you can make.Let’s explore the dichotomy.In this podcast, Daniel Burstein of MarketingSherpa dives deep into marketers’ and entrepreneurs’ careers to inspire your next great campaign, give you strategies for winning approval on your ideas, and help you navigate the trickiest decisions in your career. The curious, comprehensive style of these interviews allows marketing and business leaders to do what they do best – express themselves to communicate a key lesson.Listen in as we probe marketing leaders about how they crafted campaigns, built their careers, and what they learned along the way. We’ll get deep, we’ll wring insights form our guests to help you, and we’ll have fun doing it.This 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 online course (https://meclabs.com/course/).
Episodes
Mentioned books
Jan 12, 2022 • 36min
Scaling to a $15 million company in 18 months by transparently serving an ideal customer (and saying “no” to other business) – Episode #1
In the debut episode of the How I Made It In Marketing podcast, Daniel Burstein talks to Whitney Hill, Co-Founder and Head of Business Operations & Development, Snap ADU (https://snapadu.com/).Whitney shares key lessons from what she’s made – ranging from Excel data tools to a transparent website to a memorable brand name – in a career that has spanned Yale, an MBA from NYU Stern School of Business, Seamless.com, Bain & Company, and more. We discussed:Winning on execution: using real-time data to intrinsically motivate a warehouse fulfillment team (and reduce headcount by 20 percent)Scaling to a $15 million company in 18 months with the help of Excel tools, pricing transparency, focusing on the ideal customer, and morePromoting transparency to gain trust: being an information source for an industry (whether or not people buy from you) – including clear, upfront pricing – to help attract 75% of the company’s business through organic searchBeing memorable and pithy: rebranding from a traditional construction company name (Moore Construction) to a name that better communicates the value proposition and helps with SEO (Snap ADU)She also shares lessons she gained from influential mentors and managers in her career:Wiley Cierlli, CEO and Founder, Good Uncle – honing an elevator pitchAndrew Benoit, Founder & CEO, ZoneJump – building a legacy Paul Cichocki, EVP & Chief Commercial Officer, BJ's Wholesale Club – managing a data teamMike Moore, Co-Founder & Head of Production, SnapADU – nurturing business relationshipsArticles mentioned in this episode:Sales Funnel: 3 case studies with tips on how to say “no” to customers and improve marketing results – https://www.marketingsherpa.com/article/case-study/sales-funnel-3-case-studies-with-tips-on-how-to-say-no-to-customers-and-improve-marketing-results (Quick Case Study #1 in this article shows how Whitney helped improve proposal close rate by 55 percent)14 Strategies for Hiring and Retaining Marketing Professionals – https://www.marketingsherpa.com/article/case-study/marketing-hiring How to Win Friends and Influence People (book by Dale Carnegie) – https://www.barnesandnoble.com/w/how-to-win-friends-and-influence-people-dale-carnegie/1100370318 Hospitals Hide Prices on Web, Undermining Disclosure Rule. – https://www.wsj.com/articles/hospitals-hide-pricing-data-from-search-results-11616405402 Is Your Company Embracing ‘Fear-Based’ or ‘Fear-Less’ Marketing in 2012 and Beyond? – https://sherpablog.marketingsherpa.com/marketing/fear-less-marketing/ (Marcus Sheridan shares how transparent pricing information on River Pools & Spas website helped generate 124,000 page views over two years)To receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newslettersThis podcast is not about marketing – it is about the marketer. It draws its inspiration fromApply 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
