How I Made it in Marketing

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

How many times have you read a company’s marketing and thought – they’re not talking to a customer; they’re talking to themselves.This is especially prevalent in B2B. I’ve seen this on homepages, landing pages, print ads, in press releases, and on and on.I started my career as a copywriter and then worked in sales enablement. So I – it is tempting to write for the person signing your check.But where the revenue for that check really comes from is the customer. Always write for the customer.As our latest guest put it in his podcast guest application – ‘Outside-in messaging is the important factor for success.’To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Ralf Paschen, Chief Marketing Officer, xtype (https://www.xtype.io/).The venture-backed startup just announced $10.8 million in growth funding. Paschen uses five to 10 artificial intelligence and automation tools to run his department.Stories (with lessons) about what he made in marketingSome lessons from Paschen that emerged in our discussion:Outside-in messaging is the important factor for successTrust and learn from othersFail fast, fix fast, learn fastNothing counts more than the language of the customerUse data to make informative decisionsSell a vision by defining a strategy for the companyRelated 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-First Marketing: Do you put your customers’ interests first? (https://sherpablog.marketingsherpa.com/customer-centric-marketing-2/customer-interests-first/)Customer Experience: Take risks, fail early, and learn fast (podcast episode #32) Data-Driven Marketing: 7 examples of using data as a force for the goodHow I Made It In Marketing podcast, from MarketingSherpaSubscribe to our podcastThis article is distributed through the MarketingSherpa email newsletter. 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 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

Get the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).Good marketing isn't just about catchy slogans or flashy ads; it's about understanding the human psyche. The psyche of our customers, yes, but our own as well.So in this episode we’ll delve into a psychological concept called ‘action bias’ – this is the idea that we, as humans, often lean towards taking action, even when standing still might be the better choice.Or as my latest guest aptly put it in his podcast guest application – Ask yourself, ‘what happens if I do nothing?’To unpack that lesson, and discuss more insights from his career journey, I spoke with Jonathan Kaufman, Senior Vice President and Chief Marketing Officer, Sage Dental (https://mysagedental.com/). Originally founded in 1997, Sage Dental has 100 affiliated practices, and it has a 98% three-year growth rate.Kaufman manages a team of 60, including the new patient management team.Stories (with lessons) about what he made in marketingSome lessons from Kaufman that emerged in our discussion:Everyone is faking it, no matter how smart you are, so it doesn't hurt to ask the questionBigger isn't better. What is important, however, is doing the simple things as best you can.If you don’t understand how metrics impact the overall business, you’re going to fail as a marketerAsk yourself, ‘what happens if I do nothing?’The relationship part and the art part of marketing and business is as important as the data and the financial metrics themselvesTailor the experience to that audienceRelated content discussed in this episodeThe Prospect’s Perception Gap: How to bridge the gap between the results we want and the results we have (https://meclabs.com/education/Flint-prospects-perception-gap)Evidence-based Marketing: Why you need more than just numbers to truly drive ROI (https://marketingexperiments.com/conversion-marketing/evidence-based-marketing)Marketing Webinar Optimization: Five questions to ask yourself about webinars (https://sherpablog.marketingsherpa.com/marketing/b2b-webinars/)Marketing and Brand: Embrace healthy friction (podcast episode #48) (https://www.marketingsherpa.com/article/interview/marketing-and-brand)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

Get the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).“Everything can be taken from a man but one thing: the last of the human freedoms—to choose one's attitude in any given set of circumstances, to choose one's own way.”This is from Viktor Frankl, in the book ‘Man’s Search for Meaning.’ He learned it in a very serious way, as a prisoner in Nazi concentrations camps.But he was a psychiatrist, and he used his experience in the Holocaust to write that book, one of the ten most influential books of all time according to the Library of Congress, and help us all learn to live better lives.Which includes better work lives as well. As a marketer it can feel like you’re in the eye of the storm, with so much happening to you. But as our next guest reminds us, even in the times that seem most challenging to us, “the only thing you can control is your attitude.”That’s right, when things are out of control, you are still in control of something.To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Regina DeMars, Director of Content Marketing and Strategy, FNBO (https://www.fnbo.com/).FNBO is the First National Bank of Omaha, a subsidiary of First National of Nebraska. First opened in 1857, First National of Nebraska has $30 billion in assets and 5,000 employees.DeMars manages a team of five people, both internal and external communications.Stories (with lessons) about what she made in marketingSome lessons from DeMars that emerged in our discussion:The only thing you can control is your attitudeStep out of your comfort zoneIt’s so important to take time to build relationships with the people you work with – it builds trust in each other and team effectiveness.Live a purpose-driven lifeLearn how to be a good listener and be your authentic selfLead by example rather than micro-managingRelated content discussed in this episodeHeuristic Cheat Sheet: 10 methods for improving your marketing (https://marketingexperiments.com/conversion-marketing/10-heuristic-cheat-sheet)Team Building: Loyalty, relationships, pre-selling, and other keys to marketing management success (Podcast Episode #16) (https://www.marketingsherpa.com/article/interview/team-building)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)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 (https://meclabs.com/course/) free digital marketing course.This article was 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

Get the power of 10,000 marketing experiments. Play with MECLABS AI at MECLABS.com/AI (MECLABS is the parent organization of MarketingSherpa).“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man.”That quote is from George Bernard Shaw, and hopefully is inspiration for anyone trying to make positive change in their organization.I thought of that quote while reading a lesson in the podcast guest application for this episode’s guest – ‘change starts here.’Different words, same sentiment. The status quo is tenacious. If you want change to happen, you need to be unreasonable. It needs to start with you.To discuss the story behind that lesson, along with many more lesson-filled stories, I talked to Dan Garzia, Chief Marketing Officer, Provenance Blockchain Foundation (https://provenance.io/).Provenance Blockchain Foundation is a nonprofit organization that supports a public, open-source blockchain, used by 70 financial institutions, including fintechs, banks, and credit unions. More than $15 billion in financial asset transactions have been supported by Provenance Blockchain.In his career, Garzia has managed teams as large as 80, up to 12 partners, and budgets as large as $110 million.Stories (with lessons) about what he made in marketingSome lessons from Garzia that emerged in our discussion:Progress beats perfectionMake up for areas where you're not as strongCelebrate the winNetwork every dayChange starts hereWords matterRelated content discussed in this episodeMarketing Chart: How important customer-first marketing is to consumers (https://www.marketingsherpa.com/article/chart/customer-first-marketing-importance)The Low-Hanging Fruit: 11 specific examples of small marketing and communication changes that drove big results (https://www.marketingsherpa.com/article/chart/customer-first-marketing-importance)Optimization and A/B Testing: Why words matter (for more than just SEO) (https://marketingexperiments.com/conversion-marketing/optimization-and-testing-why-words-matter)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