Confessions of a Marketer

<p>We're still digging into the archives. This time, we've come up with a short chat I had with Duncan Chapple, the world's foremost authority on analyst relations. He's a great guy, and when he was in Cambridge, Mass. for a conference back in late 2017, I grabbed a few minutes with him to chat about marketing and analyst relations. We had a fun discussion. And, as I was packing up my gear, we started to talk about the evils of PowerPoint. I knew I had to record it, so I set things up again and we had at it. Herewith, Death by Powerpoint. Enjoy!</p>

<p>We're digging into the archives for the next few days. This time, we return to ground zero for Confessions of a Marketer and give you Episode 1. I was new at this, and wanted a first guest who I knew well. And I also wanted to be confident that the guest could chat for more than a few minutes. That person was the inimitable Tony Temple. Back then, Tony was working solo as a brand consultant. Now, he's executive creative director at DirectionGroup (https://www.directiongroup.com) in the UK, where he's evangelizing about the death of B2B. When we had our chat, he was noodling around with the idea that it's You and Me, Not B2B. I hope you'll like this view back to October of 2017, when I brought CoaM from the drawing board to reality. Enjoy.</p>

<p>A look at an episode of The Innovation Podcast: We're focused again on Opportunity Zones--this time with Lane Jost. Lane is an expert in both corporate social responsibility and corporate sustainability, having held leadership roles over the last 10 years in the consulting, financial services and food service sectors. He currently serves as part of PwC’s national Responsible Business Leadership team, helping the firm and its clients leverage human capital capacity to drive social and environmental impact. This is the first of two-parts, as we zero in on Opportunity Zones. Plus, we discuss redlining--the systematic denial of services in racially diverse neighborhoods and communities.</p>

<pre><code> <p>Kai Stinchcombe, founder and CEO of True Link Financial, joins us to discuss elder tech, blockchain and surviving in Silicon Valley. He came to our attention because of the focus of True Link--mainly helping older adults remain independent while protecting them from scams, then people with special needs, and those recovering from addiction. We had a great, wide-ranging discussion, covered (or uncovered) stupid venture capitalists, and might have dissed companies and VCs that are chasing millennials. </p>

<p>On Episode 60, we have Tiesha Miller, VP of growth and marketing technology at iCrossing. We start our discussion about a couple of words in her title, then dig into how she advises clients to utilize technology, how GDPR and other legislation in the offing will affect the business, and also what trends she’s tracking (hint: voice is gonna be big).</p><p>Episode Links</p><ul><li><a href="https://www.icrossing.com/" target="_blank">iCrossing</a> — iCrossing has been unleashing brand potential for 18 years. As an agency owned by Hearst, we have access to the most valuable ingredients for effective marketing: insights, talent and audiences.</li><li><a href="https://www.thedrum.com/opinion/2019/01/15/auto-voice-and-tv-technologies-amplify-the-marketer-s-dilemma" target="_blank">Auto, voice, and TV technologies amplify the marketer’s dilemma</a> — Our jobs as marketers continue to intensify and become more complex. Yet, we still need to deliver on short-term sales while building future strategies. Balancing the two in today’s environment is a dilemma exacerbated by the landscape of ever-proliferating technology, sophisticated and oversaturated consumers, and more and more complex playgrounds to engage customers.</li><li><a href="https://adage.com/article/cmo-strategy/past-promises-advanced-data-management/316996" target="_blank">How to see past the promises of advanced data management and get what you need</a> — Adopting a cloud solution is about as easy to grasp as quantum physics, but it's become a necessity as marketers grapple with a fragmented consumer landscape: People are interacting with brands at physical stores, online, via voice, over the phone, in-app, chat, email and on social. Data across these channels has historically existed in silos, which is not ideal for brands trying to figure out who their audiences are and how to best serve them.</li></ul><p><em>Cover image from </em><a href="https://www.flickr.com/photos/volvob12b/9580811408/in/photolist-fACarA-bB8eC-it3ZK-nnk9Rp-gu3yzU-5pi8s9-eHEDst-Sd4K6f-3gpFLa-7eoesG-7eoeGs-WNScJV-Chors9-UZXEF2-2aNUG5V-joBVhG-ahGYub-orX2vL-Qv7iHd-FDcq8M-dkCvpP-bxBzsQ-eiuexp-gu3vH9-4CdPa-otuqFS-yK3N61-iC4j67-38L9E3-bNULWp-W3MgXs-265vxmx-2duDiR4-BWpQdu-XopAUA-smtnkP-4C9ky-VqhNz7-hT3kuX-YrMbdt-fmyB5Q-Ga8KYk-pwzsAi-VwUZEV-NrEKkS-2aWaEYJ-ahmUvh-24iZtyX-5HzdBB-MoRqC8" target="_blank"><em>Flickr</em></a><em>, public domain.</em></p>

<p>A look at an episode of the Innovation Podcast: How do you create, bootstrap, innovate and keep going at a startup based in Kaliningrad, Russia? We were curious, so we talked with Daniel Ray, director of the innovation labs at Ultimate Guitar and MuseScore. Daniel has a fascinating background in music that led him from playing bassoon and contra bassoon in symphonies, to rocking out with bands, then into the tech world, and finally combining his love of tech and music at Ultimate Guitar. Join Garnet and Mark to hear the story behind it all, and where UG is headed.</p><p><em>Cover image from </em><a href="https://www.flickr.com/photos/155287329@N08/34986832905/in/photolist-ViEEuZ-oeVEKT-XZBh5i-aJEVYK-6hDWUG-odv8Y9-qWgdUw-aJCAxc-aJDni2-AwjJ5E-rdFqCi-Suuzhw-WqCUVc-nxgbbN-zeWtiX-aJCFET-UKfX5i-ap1nQd-aJCxoT-SMu5kw-WRm7wb-r2e1qc-ouHqnd-ov8nzG-rpvdvv-9fJUjs-6ZFWvP-rbwMFq-9RRaZr-aJDdfe-Rzqate-sbzGSY-odDJgv-zQ36Ez-H9U923-Xjeit4-cSNigo-9CZm9k-QSHAFm-6SWFJ1-rp4UmF-qvxW7C-dbmJux-duUjxN-Tmd2nb-qh2mJ8-p4q7J8-TbPDJq-TQ23DG-6SSDF8" target="_blank"><em>Flickr</em></a><em>, public domain.</em></p>

<p>On Episode 59, I’ve got Eric Smallwood of Apex Marketing Group in to chat about the marketing value of Tiger Woods winning the Masters. Eric was quoted far and wide about the marketing value of Tiger’s Masters win. I got in touch with him to get to the root of the numbers. We had a great discussion about it, and he shed some light on the way he calculates the value, plus we discussed his other focus—naming rights.</p><p><em>Cover image from </em><a href="https://www.123rf.com/stock-photo/golf_tee.html?&sti=ocpn2mqrzvca1bbzoj%7C&mediapopup=10668793" target="_blank"><em>123RF</em></a><em>, Standard License.</em></p>

<p>On Episode 58, we're talking with Chris Clegg, president and research director of PortMA, which is short for Portland Marketing Analytics. His firm works with some of the world’s biggest brands on using data to drive communications strategies and make better marketing decisions. Chris posted on LinkedIn a while back about how to create stronger marketing with data—and that got my attention. So I asked him to come on the show to share his ideas with you.</p><p><em>Cover image from </em><a href="https://www.flickr.com/photos/internetarchivebookimages/14756168652/in/gallery-runlevel0-72157703602703562/" target="_blank"><em>Flickr</em></a><em>, public domain.</em></p>

<p>On Episode 57, Cahill Puil is back to look at world beyond the attention economy. What’s next? How can we deal with the piles of data and sort the wheat from the chaff, what can marketers do to remain relevant, and what trends is Cahill watching? You’ll want to stay with us for this one.</p><p><em>Cover and header image from </em><a href="https://www.flickr.com/photos/138815570@N08/31842920447/in/photolist-QvRhRM-KXgpsH-S93DnG-24cTHKN-dM4sDX-6ERNYS-ULcbd9-ZnWNsa-KQy45T-9tcbDx-SQpiek-24Vb6yG-2ecxPgQ-dNYPeW-29aDWnM-DayuMr-C4MtM8-eS2uHG-MRBj1d-fgfRs-SQphJT-ohEUeJ-RArtxx-2aPp969-6VeW3-U3KESv-p8jnjR-2atVLJQ-SQphw8-D7Kf6u-SQphZn-23pnF3R-o5GfTV-UB1zgU-qZ788Y-h6K7Fz-CjHG9o-SQpfG6-6EMCYt-28jmuBH-SLPDqu-4qHQCq-28B7Ldc-ZRza1e-SQpfda-Lv84xt-27tSkKD-WuZScH-HyGQRg-YVDmbY" target="_blank"><em>Flickr</em></a><em>, public domain.</em></p><p>Episode Links</p><ul><li><a href="http://podcasts.joerogan.net/" target="_blank">Joe Rogan</a></li><li><a href="https://www.theringer.com/the-bill-simmons-podcast" target="_blank">Bill Simmons</a></li><li><a href="http://www.wtfpod.com/" target="_blank">Marc Maron</a></li><li><a href="https://medium.com/the-mission/get-1-better-every-day-the-kaizen-approach-to-self-improvement-b79c9e045678" target="_blank">How to be 1% Better Every Day (The Kaizen Approach to Self-improvement)</a></li><li><a href="https://www.statisticsviews.com/details/feature/5799231/Three-Yards-and-A-Cloud-of-Dust-The-Evolution-of-Passing-in___.html" target="_blank">Three Yards and A Cloud of Dust: The Evolution of Passing in the NFL</a></li></ul>

<pre><code> <p>How do you create, bootstrap, innovate and keep going at a startup based in Kaliningrad, Russia? We were curious, so we talked with Daniel Ray, director of the innovation labs at Ultimate Guitar and MuseScore. Daniel has a fascinating background in music that led him from playing bassoon and contra bassoon in symphonies, to rocking out with bands, then into the tech world, and finally combining his love of tech and music at Ultimate Guitar. Join Garnet and Mark to hear the story behind it all, and where UG is headed. </p>

<p>On Episode 56, Cahil Puill joins me for a chat about short attention-span marketing, or the attention economy. Cahill thinks the attention economy is nearing an end, and we’re moving to, as he puts it, the visiconomy. We’re inundated with information—messages flying at us every minute of every day—and that’s just not sustainable. So, how should marketers deal with it and what’s next? We get to that in part one of my chat with Cahill.</p><p>Episode Links</p><ul><li><a href="https://www.bytemediagroup.com/" target="_blank">Byte Media Group</a> — We help blockchain and tech companies unlock their full potential with marketing & branding strategy.</li><li><a href="https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action" target="_blank">Simon Sinek’s Ted Talk: How Great Leaders Inspire Action</a> — Simon Sinek has a simple but powerful model for inspirational leadership -- starting with a golden circle and the question: "Why?" His examples include Apple, Martin Luther King Jr. and the Wright brothers.</li><li><a href="https://www.youtube.com/watch?v=lomlpJREDzw" target="_blank">Colin Kaepernick Nike Spot</a></li></ul><p><br></p><p><em>Cover image from </em><a href="https://www.flickr.com/photos/117682788@N08/37915352622/in/photolist-ZLs6of-27uodfD-YJske3-258BSUc-2ahEQUa-27gVoEo-NdXZho-ZTkPHC-NdVF29-22mDJ1x-Yd3AwA-24D7a2P-25SrApL-Kz21zv-GMLXE6-KJcvtu-5WLqah-F6czRG-FXU2cG-21btBxE-2715S7i-29QiMdj-ZuC7jj-23prNL8-21BEaW8-YhmKgE-281Te9L-26ib3cR-21jWfKT-22Z2ZRB-NcVEDw-LAw2EK-FpZY7c-2e2tz6n-2e4ZbAG-2avSNDf-RBPG8B-LArRBM-SukCcS-QzRuun-Zwnw9W-26YAs2c-26hXfaf-217KP49-28YmNVx-M8PhN1-ZPZGZz-RvnV2W-2aKYQk2-2b9zYs6" target="_blank"><em>Flickr</em></a><em>, public domain.</em></p><p><br></p>

<p>On Episode 55, Alex Withers is back with an appeal to his fellow CMOs. There are five points, all drawn from the data in the <a href="https://www.inmotionnow.com/project-workflow/in-house-creative-management-report-2019/" target="_blank">In-House Creative Management Report</a>, that Alex feels CMOs need to take to heart. Some very valuable info here, and some advice on shouting louder than your spend.</p><p>Episode Links</p><ul><li><a href="https://www.inmotionnow.com/project-workflow/in-house-creative-management-report-2019/" target="_blank">The 2019 In-House Creative Management Report</a> — inMotionNow has partnered with InSource to conduct a survey of over 500 creative and marketing professionals across industries to gather insight into the leadership, collaboration and relationship between marketing and creative teams. The report combines key findings with best practices and take-away ideas from industry experts at VSP, Delta Vacations, Denver Broncos, Adobe, and many more!</li><li><a href="https://www.inmotionnow.com/" target="_blank">inMotionNow</a> — inMotionNow is the leading provider of workflow solutions for enterprise creative and marketing teams.</li><li><a href="https://www.confessionsofamarketer.com/17" target="_blank">Episode 17: Why CMOs Should Listen to Creatives</a> — On Episode 17, we find out why CMOs should listen to their creative teams. Alex Withers, CMO of InMotionNow, is our guest. And he believes that creatives have a lot to offer CMOs. We recorded this episode on March 7th, 2018, and packaged it up within a couple of hours because it was inspirational. You have to listen to it. Why should CMOs listen to creatives? Let's ask Alex Withers.</li><li><a href="https://www.confessionsofamarketer.com/54" target="_blank">Episode 54: In-House Creative Management</a> — On Episode 54, we're talking in-house creative management with InMotionNow CMO Alex Withers. Last year, in episode 17, we chatted with Alex about why CMOs should listen to creative. It was a powerful episode and I’ve wanted to have Alex back to chat again, and the release of the In-House Creative Management Report gave me a good reason to ring him up. We cover the background of the report, the key conclusions, how a closer creative and marketing relationship can benefit both sides, the always-fun creative brief, and how creatives can use data. Lots packed into this chat.</li></ul><p><em>Cover image from </em><a href="https://www.flickr.com/photos/162279984@N04/39073968805/in/photolist-22wQiBk-SuZ6qE-5tuDWG-rpVkwf-24rDJvu-24FDtuY-ywWZSJ-26HDdSk-ywFUos-ztHFbH-z9P1BV-ywQbQP-yB6r7b-zguZG3-zp1NrG-zc6zLN-zguYYj-z9GUEN-zc6AKG-apzatW-yBeN68-ztTyeN-yCEQmA-yCPrjz-LkyT4G-zzGVCp-zguZKE-zv8bhd-SF84FL-SgNcYZ-24scLbn-tDN4HB-ow7V6f-oeTEHd-ovbGgB-zjAqgf-EFVi8n-zBdTwp-zcsRAa-odauKg-MzaDaT-zjApg9-i7iDNU-dQGSqZ-dQNsRS-odjv3H-zccJxT-DV9CHB-i2LFRY-zjAq3E" target="_blank"><em>Flickr</em></a><em>, public domain.</em></p><p><br></p>

<p>On Episode 54, we're talking in-house creative management with InMotionNow (https://www.inmotionnow.com) CMO Alex Withers (https://www.linkedin.com/in/awithers/). Last year, in Episode 17 (https://www.confessionsofamarketer.com/17), we chatted with Alex about why CMOs should listen to creative. It was a powerful episode and I’ve wanted to have Alex back to chat again, and the release of the In-House Creative Management Report (https://www.inmotionnow.com/project-workflow/in-house-creative-management-report-2019/) gave me a good reason to ring him up. We cover the background of the report, the key conclusions, how a closer creative and marketing relationship can benefit both sides, the always-fun creative brief, and how creatives can use data. Lots packed into this chat.</p>

<p>On Episode 53, we've got Adam Fairhead—founder of Fairhead Creative—here to discuss his new book. Adam’s firm, Fairhead Creative, focuses on cause-driven companies. And he bills his new book as a marketing and communication blueprint for companies with a cause. It’s called Marketing Isn’t About You: The Two Things that matter if You Sell Things that Matter. He’s distilled a lot of his thinking from years of helping companies.</p>

<p>A look at an episode of the Innovation Podcast: This week, Garnet and I continue our chat with Peter Stuart of Outlier Capital about Opportunity Zones -- we learn the three most important things to know about them, how Peter is capitalizing on them at Outlier Capital, some common mistakes, and we get a broader understanding of opportunity zones in general.</p>