How I Made it in Marketing

I remember sitting next to someone at a conference, eating lunch, making small talk. And it came up that his brand had no competition.And I said, ‘wow, what a dream position to be in.’ I was used to working with a competitive sales office, hyper-focused on differentiating from competitors. You know, us vs. them.He said, ‘No, no, no. It’s not a dream position, it’s horrible. When you have competition, you know you’re going to get into a set amount of RFPs or bakeoffs, and win a certain percentage of them. When you have competition there is a line item in the budget to choose some vendor, you’ll get a certain percentage of those. We need to start from ground zero and tell them why they should even care about this category.’Which is why I loved a lesson I read in a recent podcast guest application – creativity matters for category of one. I talked to Gary Stein, CMO, Virtuo (https://www.virtuo.com/), to learn the story behind that lesson, along with many more lesson-filled stories.Virtuo has raised C$7 million (in Canadian dollars) to date, with the latest round led by ATB Private Equity and Telus Ventures.Stein manages a team of ten, including agencies. He manages them remotely and he says they're a team that punch above their weight.Stories (with lessons) about what he made in marketingHere are some lessons from Stein that emerged in our discussion.Creativity matters for category of oneTell a compelling story that demonstrates the productGet your data sortedAlways ask ‘what can we do with this’Every click is a wishThink like a challengerRelated content discussed in this episodeMeclabsAI.com can write your headlines, value prop, competitive analysis, and more – based on 10,000 marketing experiments. Totally FREE, you don’t even have to register (for now). Data Pattern Analysis: Learn from a coaching session with Flint McGlaughlin (https://marketingexperiments.com/digital-analytics/data-pattern-analysis-coaching-session)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...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: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing 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 I was president of my homeowner’s association, it changed my walk through the neighborhood.Before I was on the board, it was – hey, how you doing, talk about sports, the weather, whatever.  But once I was on the board it became – I have an idea, we should have this, this should change, etc.And I’d always say – ‘Great, make it happen. We’re an all-volunteer organization, if you want it to happen, make it happen.’ The conversion rate on that was maybe 2%.Marketing organizations and businesses are really no different. Everyone has ideas. Yet precious few have the tenacity and fortitude to make them happen.Which is why I loved a lesson from a recent podcast guest application – ‘Ideas are easy. Making is the hard part.’Here to share the story behind that lesson, along with many more lesson-filled stories, is John Reid, CMO, Aidentified (https://www.aidentified.com/).Aidentified has raised $10 million in Series A financing for its artificial-intelligence-based platform.The company has 40 employees, and John manages a team of five.Stories (with lessons) about what he made in marketingHere are some lessons from Reid that emerged in our discussion:The key to turning great ideas into successful campaigns…you need a ‘door kicker’ like Hannah. If you don’t ‘hold the line,’ you won’t create great marketingIdeas are easy. Making is the hard part. Be easy to root forMake a decisionMarketing’s not going anywhereRelated content discussed in this episodeRelated content discussed in this episodeGet ideas for using AI to enhance your marketing campaigns. Begin your free trial to the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Creative Marketing: Does it all make sense? (Podcast Episode #19) (https://www.marketingsherpa.com/article/interview/creative)What is B2B?: Discovering what the customer wants by understanding your Buyer’s Funnel (https://sherpablog.marketingsherpa.com/b2b-marketing/what-is-b2b/)Entrepreneurial Resilience: Many of the day-to-day annoyances that inspired him to sell, he actually missed after he sold (podcast episode #78) (https://www.marketingsherpa.com/article/interview/entrepreneurial)Informed Dissent: The best marketing campaigns come from the best ideas (https://sherpablog.marketingsherpa.com/online-marketing/marketing-dissent-campaigns/)Marketing Chart: The importance of making the right promise with your marketing (https://www.marketingsherpa.com/article/chart/make-the-right-promise)Innovative Marketing Leadership: It is okay to think outside the box but make sure you don't create surprises (podcast episode #82) (https://www.marketingsherpa.com/article/interview/innovative)B2B Marketing: Marketing shouldn't be about driving demand; it's about driving value (podcast episode #40) (https://www.marketingsherpa.com/article/interview/B2B)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

I started my career as a copywriter, and I learned a key part of my value to any client or any employer was not just the way I shaped words or filled a block with text – it was to advocate for the customer. Take their viewpoint.To this end, being an ‘order taker’ was not going to help me create great copy. Or great marketing. I had to get underneath any requests or feedback I received from a client, to understand what they were really getting at, and hypothesize how the audience might react.So I love this lesson from my latest guest – ‘Figure out the problem.’ A lesson she learned in her first job as an advertising account executive, and still uses to this day as a brand-side marketing leader.To hear how she learned that lesson, along with many more lesson-filled stories from her career journey, I spoke with Lynn McClouchic, Director of Brand, Marketing and Business Development, CannonDesign (https://www.cannondesign.com/).CannonDesign is the eight biggest architecture firm in the country, according to Architectural Record, and is the #2 most innovative design firm in North America according to Fast Company.McClouchic oversees a team of 60 creative writers, graphic designers, digital marketers, business developers, strategists, videographers, and photographers. Stories (with lessons) about what she made in marketingSome lessons from McClouchic that emerged in our discussion:Obstacles are opportunities to make things happenIt’s about why vs. why notDon’t stay in your laneFigure out the problemSupport is everything Dismissing an idea makes it more powerfulRelated content discussed in this episodeGet proactive about using AI in your marketing. Begin your free trial to the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Product Management & Marketing: Surround yourself with the right people (podcast episode #38) (https://www.marketingsherpa.com/article/interview/product)Healthcare IT Marketing: Branding a new service line within Stericycle, getting ONC certification, finding your joy, & more (https://www.marketingsherpa.com/article/interview/healthcare)Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...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: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing 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

In this episode, the guest shares her experience of putting herself in the customer's shoes and emphasizes the need for marketing leaders to think outside the box without creating surprises. The importance of involving stakeholders and building empathy with customers is also discussed. Collaboration in marketing and achieving success through curiosity and collaboration are highlighted. The significance of effective communication, father's influence, being present, and key qualities of an effective marketer are explored.

In 1957, Vance Packard wrote a book called ‘The Hidden Persuaders,’ about the mysterious arts of advertising, and how advertising agencies research ways to manipulate people.I don’t know about you in your career, but I don’t want to be that guy. The way I see it, companies create value. And in a capitalist society of choice, they need to communicate that value to the ideal customer in a way that helps the customer perceive it.So when I read a lesson like ‘authenticity is fundamental’ in a podcast guest application – with a real advertising story behind it – it resonates with me.That lesson comes from Tom Ghiden, Managing Director, JOAN London (https://www.joancreative.com/), and he joined me on How I Made It In Marketing to share the story behind that lesson, along with many more lesson-filled stories. JOAN Creative was named Small Agency of the Year by Adweek, at which point the magazine reported JOAN had $20 million in projected revenue for 2022 – an 80% year-over-year increase. The agency has been in business since 2016 with the New York office, and Ghiden opened the London office six months ago.Stories (with lessons) about what he made in marketingSome lessons from Ghiden that emerged in our discussion:Authenticity is fundamentalKeeping a brand modern helps to drive longevity.All sorts of brands can benefit from humorLessons (with stories) from people he collaborated withTrust in failureHow to embrace empathy and authenticity in leadership – set boundaries and stick to themHumanity and transparency are fundamental in creative relationshipsRelated content discussed in this episodeCreate advertising messages based on the results of 10,000 marketing experiments with MECLABS AI. Get a free trial to MECLABS AI and the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).An Effective Value Proposition: What it is, why it is so important to business and marketing success, and how to use it (https://www.marketingsherpa.com/article/how-to/value-proposition-business-marketing%20success)World-Class Consumer & Retail Brands: What right do we have as a brand to be in that business? (Podcast Episode #15) (https://www.marketingsherpa.com/article/interview/consumer-retail-brands)Innovation Leadership and Coaching: You should almost always do less than you think (podcast episode #46) (https://www.marketingsherpa.com/article/interview/innovation)Creative Marketing: Does it all make sense? (Podcast Episode #19) (https://www.marketingsherpa.com/article/interview/creative)For more insights, check out...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: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing 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

Let me confess something to you right now — I have my share of weaknesses.I’m sure you’re not shocked to hear that. We all do, right?But I don’t go ‘all in’ on improving them. Instead, I focus on my strengths. I learned this lesson from John Maxwell long ago.He said, “We’re taught to be well-rounded and to improve our weaknesses. However, in many arenas of life, we naturally perform poorly. Even with hard work, we will never become better than average in them. The reality is that people don’t pay for average. No one gets excited to dine out at an average restaurant, to spend two hours watching an average movie, or to hire someone with average abilities.”I’ve internalized that and live that in my career. So I was excited when I saw the podcast guest application from my latest guest, and wanted to talk to this kindred spirit to learn how he has taken this approach in his – quite successful – career.But with all due respect to Maxwell, I like how my latest guest worded it even better – “focus on your left foot.” To learn the story behind that lesson, along with many more lesson-filled stories, I spoke with Asim Zaheer, Chief Marketing Officer, Nasuni (https://www.nasuni.com/).Since its founding, Nasuni has raised $169 million, with the latest funding round a $25 million investment in which all previous investors participated, including Goldman Sachs, Telstra Ventures, and Northbridge Venture Partners.Nasuni is above $100 million in annual recurring revenue and Zaheer manages a marketing budget of approximately 10% of that revenue. Stories (with lessons) about what he made in marketingSome lessons from Zaheer that emerged in our discussion:Focus on your left footBe an influencer (and I don’t mean Instagram)Be like Randy (research and rehearse your presentations)Team above selfRelated content discussed in this episodeAdvance your career by building your artificial intelligence skills. Get a free trial to the AI Guild at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Get more episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...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: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing 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

Here’s one thing I love about a career in marketing. I’ve gotten the opportunity to learn the inner workings of so many other industries I would have never been exposed to if I didn’t have to tell their story.So I learned that my skill isn’t necessarily to know everything about every industry. But it’s to be able to learn quickly, work with subject matter experts to get the knowledge out of their head, and clearly communicate it to the ideal customer.Or as our latest guest puts it – “You don’t have to know it to lead it.”To hear the story behind that lesson, along with many more lesson-filled stories, I spoke with Christine Healy, Chief Growth Officer, Seniorly (https://www.seniorly.com/).Seniorly has raised $6.5M in Series A funding. Healy and her team have attracted 5 million visitors per year to the site.Stories (with lessons) about what she made in marketingSome lessons from Healy that emerged in our discussion:Believe in peopleEmbrace the crisisSay ‘yes, and’You don’t have to know it to lead itThe best outcomes are created when teamwork is at the forefront Present situations in a “win-win” lightPower comes from attitude, attention, and presenceNo role is high enough to be disconnected from day-to-day activities and initiativesRelated content discussed in this episodeGet access to the Prompt Kit with your FREE trial to the AI Guild:  ✅Checklist for optimizing your prompts  📑Series of templates for marketing prompts  💪Series of followup prompts that produce stronger answers  🔥Elements of a powerful prompt  🌐'Switches' that tap into cultural concepts  🛠️Custom instructions for modifying GPT4 Plus  🗃️Prompt database  Begin your FREE trial at MECLABS.com/AI(MECLABS is the parent organization of MarketingSherpa)How I Made It In Marketing podcast (https://www.marketingsherpa.com/podcast)Transparent Marketing: How to earn the trust of a skeptical consumer (https://marketingexperiments.com/value-proposition/transparent-marketing)Transparent Marketing: How to make your product claims credible … not incredible (https://marketingexperiments.com/value-proposition/transparent-credible-product-claims)Improve your Marketing Collateral with a Proven Methodology (https://meclabs.com/about/heuristic)The Psychology of Blue Jeans: What marketers can learn from 150 years of Levi Strauss customer letters – Podcast Episode #4 (https://www.marketingsherpa.com/article/interview/customer-psychology)Customer Engagement: Marketing case studies from Coors Light, a professional soccer team, and a private jet charter (https://www.marketingsherpa.com/article/case-study/customer-engagement)Marketing Operations: Process is the foundation for success (podcast episode #58) (https://www.marketingsherpa.com/article/interview/marketing-operations)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

Running a marketing department or agency can feel a bit like being in that Jay-Z song.And I gotta admit, sometimes I feel overwhelmed by 99 problems that come my way.So I appreciate the ray of sunshine who is my next guest, who reminds us that ‘Solving problems for people is a privilege, not a burden.’To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Rich Davis, Founder and Chief Creative Officer, ThinkSpark (https://thinksparkinc.com/).In five years, ThinkSpark has grown its gross revenue from $600,000 to a projected $6 million for 2023. Davis leads a team of 15 at ThinksSpark.Stories (with lessons) about what he made in marketingSome lessons from Davis that emerged in our discussion:Many of the day-to-day annoyances that inspired him to sell, he actually missed after he soldMost clients would rather have passion vs perfectionDon’t look at delegating as a taskBe true to your brandLet others talk first. Always let them finish their thoughts. Leadership can be more about listening than talking.Solving problems for people is a privilege, not a burdenYou can’t please everyoneRelated content discussed in this episodeGet the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Copywriting and Value Proposition: Unleashing the power of compelling copy (https://sherpablog.marketingsherpa.com/copywriting/copywriting/)Servant Leadership in Marketing: We are only as good as how we handle humbling moments (podcast episode #54) (https://www.marketingsherpa.com/article/interview/servant-leadership)“Authenticity” vs. “Professionalism”: Should you be your authentic self in your brand’s content and marketing? Or must you adhere to certain strictures considered “professional” in your industry? (https://www.marketingsherpa.com/article/case-study/authenticity)Marketing Leadership: Embracing questions and overcoming pretense (podcast episode #74) (https://www.marketingsherpa.com/article/interview/marketing-leadership-podcast)Customer Service Chart: How likely customers are to let your brand fix its mistakes (https://www.marketingsherpa.com/article/chart/how-likely-customers-let-brand-fix-mistakes)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 episodesThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes.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

In every survey we conducted for benchmark reports, one challenge consistently topped the list among marketers – the size of the marketing budget.I mean, who could argue. We would all want a bigger budget, right?And while a hefty budget is a dream for many, this episode’s guest is a testament to the idea that constraints can actually be a catalyst for innovation and creativity.I spoke with Jesse Keyser (https://www.facebook.com/JesseKeyserEntrepreneur), a franchisee of Sports Clips, Oxi Fresh Carpet Cleaning, and Ideal Image, and Chair of the Multi-unit Franchising Conference.Keyser is co-owner of 50 locations across the U.S., with a combined $10 million in annual revenue.He manages a team of 350 and keeps their marketing budget between four and seven percent of revenue for each location.Stories (with lessons) about what he made in marketingSome lessons from Keyser that emerged in our discussion:Constraints often pave the way for innovation and creativityA strategic and unconventional launch can set the stage for ongoing business successA grand opening is not just an event; it's a statement of intentLocalized marketing (when done right) can outperform broader, generic campaignsTeaming up with trusted allies can magnify potential and outcomesNetworking with industry experts can offer a fresh perspective and open doors to opportunitiesEngaging directly with decision-makers can shape policies that benefit the entire business communityRelated content discussed in this episodeGet the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).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)Hospitality Marketing: Have a Gumby attitude to any launch (Podcast Episode #20) (https://www.marketingsherpa.com/article/interview/hospitality)Nonprofit Marketing: What you can learn from B2B and consumer marketing (https://sherpablog.marketingsherpa.com/non-profit-fundraising/learn-from-b2b-and-b2c-2/)Subscribe to our podcastThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...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: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing 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’re reading this podcast description right now. But are you really paying attention? I mean, really tuned in?Or are you half reading and half thinking of your upcoming deadlines, a campaign that underperformed, and a plethora of other tasks, goals, and concerns?Actually being in the moment – and wringing the most we can get out of it – is so difficult during these modern times. Which is why I love a lesson in the podcast guest application for this episode’s guest, “Stop running to stand still.”Sometimes we’ve got to get step off that treadmill and focus on being where we are.To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Justine Greenwald, Chief Creative Officer and Co-Managing Director, Mosaic (https://www.mosaic.com/).Mosaic is an Acosta Group Agency. Privately held Acosta Group is 96 years old and serves 2,500 clients, including 60 billion-dollar brands.As Chief Creative Officer, Greenwald overseas the strategy, creative, and design departments – 65 people across North America.Stories (with lessons) about what she made in marketingSome lessons from Greenwald that emerged in our discussion:Award-winning work takes a lot of workIf you build it, they will comeFind fantastic mentorsDo good by the work and do good by your peopleStop running to stand stillDisconnect to create concepts that will connectRelated content discussed in this episodeGet the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Customer Experience: Take risks, fail early, and learn fast (podcast episode #32) (https://www.marketingsherpa.com/article/interview/customer-experience)The Conversion Heuristic Analysis: Overcoming the prospect’s perception gap (https://marketingexperiments.com/conversion-marketing/episode-3-conversion-heuristic-analysis)Talking at Your Customers vs. Talking to Your Customers (https://marketingexperiments.com/email-marketing/talking-at-customers-vs-talking-to)Subscribe to our podcastThis article is distributed through the MarketingSherpa email newsletter (https://www.marketingsherpa.com/newsletters). Sign up for free if you’d like to get more episodes like this one.For more insights, check out...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: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing 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