Confessions of a Marketer

<p>On the latest episode, we have the founder of <a href="https://rightsideup.com/" rel="noopener noreferrer" target="_blank">Right Side Up</a>, <a href="https://www.linkedin.com/in/tylerelliston" rel="noopener noreferrer" target="_blank">Tyler Elliston</a>, in for a discussion about growth marketing in the COVID era. Right Side Up is a collective of growth marketing specialists that have helped 200+ venture-backed tech companies hit their goals. They’ve worked with names such as Stitch Fix, DoorDash, Calm, Roman, Segment, Crunchbase, Faire, Wealthfront, Zenefits, and many earlier stage companies.</p><p>We get a glimpse into Tyler’s background and what it’s been like working during COVID-19 (he and his family all got it and have recovered, which I was relieved to hear). We also dig into shifting product/market fit on a dime (we’ve all had to shift a bit this year, but some have shifted further and faster than others). Plus, we take a look into the future. This was a great, optimistic chat with a growth marketer of the highest order.</p><p>Have fun!</p>

<p>On the latest episode, we’re sitting down once again with <a href="https://www.linkedin.com/in/amslavin/" rel="noopener noreferrer" target="_blank">Amanda Slavin</a>, co-founder of <a href="https://www.catalystcreativ.com/" rel="noopener noreferrer" target="_blank">CatalystCreativ</a>. Amanda is all about engagement—and I thought it might be interesting to chat about it in the wake of COVID-19. Since we last spoke, Amanda became a mother, so we find out all about that, plus we dig into how engagement has changed during COVID, how creative has been transformed, and what engagement might look like in the future. We touched on a lot more. As always with Amanda, this was a great chat. Listen closely. </p><p> </p><p><strong>A few of the things we discussed:</strong></p><ul><li>Amanda’s book: <a href="https://www.amazon.com/Seventh-Level-Transform-Meaningful-Engagement-ebook/dp/B07YL59HPT" rel="noopener noreferrer" target="_blank">The Seventh Level: Transform Your Business Through Meaningful Engagement with Your Customers and Employees</a></li><li>Brand acupuncture mentioned in this LinkedIn article: <a href="https://www.linkedin.com/pulse/5-marketing-lessons-weve-learned-years-amanda-slavin/" rel="noopener noreferrer" target="_blank">The 5 Marketing Lessons We’ve Learned in 5 Years at CatalystCreativ</a></li><li><a href="https://poets.org/poem/work-4" rel="noopener noreferrer" target="_blank">“On Work” by Kahlil Gibran</a></li><li>Apple’s video: <a href="https://www.youtube.com/watch?v=6_pru8U2RmM" rel="noopener noreferrer" target="_blank">How’s the whole working from home thing going for you?</a></li><li>Amanda featured in Forbes: <a href="https://www.forbes.com/sites/garrettgunderson/2020/06/24/working-from-home-is-amplifying-your-workplace-issues-heres-how-to-fix-it/#3da3d0f14abc" rel="noopener noreferrer" target="_blank">Working From Home Is Amplifying Your Workplace Issues. Here’s How To Fix It.</a></li></ul>

<pre><code> <p>We’ve talked to a lot of people on this podcast. But we’ve never talked to a fellow podcaster. Today we’re changing that with <a href="https://www.linkedin.com/in/dkihanya" rel="noopener noreferrer" target="_blank">Dan Kihanya</a>, host of the <a href="https://foundersunfound.com/" rel="noopener noreferrer" target="_blank">Founders Unfound</a> podcast, which explores exceptional founders of African descent. Dan’s specialties include early-stage start-up strategies, fundraising, lean startup process, product-market fit, and customer growth. Among a long list of accomplishments, he’s the co-founder and Managing Director of Impact Hub Bellevue, and is the co-founder of <a href="https://www.mypoints.com/login" rel="noopener noreferrer" target="_blank">MyPoints.com</a>. In our chat, we learn about his background, get the inside story on his podcast, and what we can all do to change venture capital to see the possibilities presented by black entrepreneurs. In addition, we discuss the drive for the corporations to move capital into Black-owned banks and other community-based financial institutions. Of course, we also look into the future. </p><p><br></p><p><strong>Links to a couple of things we discussed:</strong></p><p><br></p><ul><li><a href="https://foundersunfound.com/covid-19-response_april_2020/" rel="noopener noreferrer" target="_blank">The Humanity over Calamity t-shirt</a> </li><li><a href="https://www.bizjournals.com/dallas/news/2020/06/11/invest-in-black-founders.html" rel="noopener noreferrer" target="_blank">“Black founders are often over-mentored and under-invested,” says Monique Woodard, co-founder of Black Founders.</a> </li></ul><p><br></p>

<p>On the latest episode, <a href="https://uk.linkedin.com/in/rytisl" rel="noopener noreferrer" target="_blank">Rytis Lauris</a>, co-founder and CEO of marketing automation platform  <a href="https://www.omnisend.com/" rel="noopener noreferrer" target="_blank">Omnisend</a>, joins us to discuss omnichannel marketing. We learn all about Rytis and Omnisend, plus we find out exactly how omnichannel marketing works, why email marketing is dead, and how to do personalization and relevance right. In addition, we hear how Rytis bootstrapped several businesses (including Omnisend), how to figure out whether you’re offering a <a href="https://www.entrepreneur.com/article/230736" rel="noopener noreferrer" target="_blank">painkiller or a vitamin</a>, and how his firm and clients have fared during COVID-19. Enjoy!</p>

<p>On this episode, we welcome a fellow podcaster Stephanie Cox to chat about agility in marketing. Stephanie is the host of the <a href="https://podcasts.apple.com/us/podcast/real-marketers/id1441675127" rel="noopener noreferrer" target="_blank">REAL MARKETERS</a> podcast, where she’s interviewed marketing leaders with brands such as MGM Resorts, Crayola, GE, Campbell Soup Company and others. She is also VP of sales and marketing at <a href="https://www.lumavate.com/" rel="noopener noreferrer" target="_blank">Lumavate</a>. We learn why agility in marketing is so important, how to manage marketing efforts that are so fast moving, and what hinders marketers from moving as fast as possible. Stephanie also makes some recommendations for marketing leaders on how to move fast if their organization or senior leaders don’t share that same desire. We dig into a lot more and also gaze into the future. A very agile discussion about marketing. It’s a good one. </p>

<p>This time, we have food entrepreneur and pierogi queen <a href="https://www.linkedin.com/in/vanessajwhite/" rel="noopener noreferrer" target="_blank">Vanessa White</a> back for a discussion about life during COVID-19, running a small business and what the post COVID world might look like. Vanessa is co-owner of <a href="http://www.jajupierogi.com/" rel="noopener noreferrer" target="_blank">Jaju Pierogi</a>—now sold in stores all over New England. I think there’s no better way to view the business world than through the eyes of a small business or startup owner. We learn what life has been like the past six months. And we get a glimpse into the effort it takes for a small business to get shelf space. The life of a small business person is full of stress, so Vanessa shares some of the stresses she sees every day and how she deals with them. The post-COVID world will be here soon and Vanessa has some thoughts on that as well. Vanessa used to work for me, and it has been great seeing her build her business from scratch. Overall, a very appetizing discussion about food and more. </p>

<p>On this episode, <a href="https://uk.linkedin.com/in/orengreen" rel="noopener noreferrer" target="_blank">Oren Greenberg</a>, founder of <a href="https://kurve.co.uk/" rel="noopener noreferrer" target="_blank">Kurve</a>, which is a modular growth marketing consultancy. Oren has been instrumental in the growth of a number of client brands and has been featured in The Telegraph, Social Media Examiner, and the HubSpot blog. We get the details on Oren’s background and learn all about Kurve. We also find out how he’s using video with his clients and how they’re affecting conversions. In addition, we discuss the role personalization plays, how to align your values with your clients. Plus, we find out how to get people to engage with a video--and what happens when a person engages. Of course, we also touch on the future. A podcast about video is so 2020.</p><p>Have fun!</p>

<p>On today’s episode, we have Leslie Zane, President of Triggers Brand Consultancy with us. Leslie is a TEDx Speaker, and contributor to Harvard Business Review, Media Village, Scientific American, and CMO.com. We are privileged to have her with us to dig into a subject that seems absolutely massive and critically important to understand: Subconscious Marketing. We learn about her work at Triggers Brand Consultancy and how she got involved in the subconscious, why the subconscious is so important for businesses to understand. And we hear about the epiphany she had early in her career that set her on her current path. Plus, we learn exactly what subconscious marketing is and how it differs from conscious marketing. We also get a new term for cocktail party conversations (whenever those happen again): the Brand Connectome. Plus, we dig into a lot more. A great discussion, packed with a ton of wisdom. </p><p><strong>A few links to things we discussed</strong></p><p>●    <a href="https://knowledge.wharton.upenn.edu/article/cracking-code-brand-growth/" rel="noopener noreferrer" target="_blank">Cracking the Code on Brand Growth</a></p><p>●    <a href="https://www.youtube.com/watch?v=ZUG9qYTJMsI" rel="noopener noreferrer" target="_blank">Dollar Shave Club Video</a></p><p>●    <a href="https://en.wikipedia.org/wiki/Michael_Porter" rel="noopener noreferrer" target="_blank">Michael Porter</a></p><p>●    <a href="https://en.wikipedia.org/wiki/Porter%27s_five_forces_analysis" rel="noopener noreferrer" target="_blank">Porter's Five Forces Analysis</a></p><p>●    <a href="https://www.youtube.com/watch?v=suRDUFpsHus" rel="noopener noreferrer" target="_blank">MadMen “The Carousel”</a></p>

<p>On this episode, we’re talking with <a href="https://www.linkedin.com/in/urrutia" rel="noopener noreferrer" target="_blank">Kevin Urrutia</a>, cofounder and Facebook expert at <a href="https://voymedia.com/" rel="noopener noreferrer" target="_blank">Voy Media</a>. Kevin has quite an entrepreneurial story to tell. We hear about his agency, the best kind of content to offer, how a company can ensure it diversifies its traffic, and selling globally. Plus, we learn how COVID affected VoyMedia, get a pulse on the state of mind of his clients, and peer into the future for agencies in the post-COVID world. </p><p>Thumbs up on this chat!</p>

<pre><code> <p>On the latest episode of #theipod, Garnet and Mark are joined by <a href="https://www.linkedin.com/in/williamcrowder/" rel="noopener noreferrer" target="_blank">William Crowder</a>, entrepreneur in residence at <a href="https://www.linkedin.com/in/williamcrowder/" rel="noopener noreferrer" target="_blank">Morgan Stanley</a>, for a discussion about investing in diverse founders. William has a background that includes originating <a href="https://www.cvcatalyst.com" rel="noopener noreferrer" target="_blank">Comcast Catalyst</a>, that company’s diversity fund, which was the first of its kind. He also runs Aperture VC, which is building a corporate partner network that invests in diverse founders and companies that are defining the new multicultural mainstream. At Morgan Stanley, William helped architect the multicultural innovation lab. This was a great discussion with a diversity investing pioneer.</p>

<p>On the latest episode, we are fortunate to have a repeat guest back with us. <a href="https://www.linkedin.com/in/awithers" rel="noopener noreferrer" target="_blank">Alex Withers</a> is in to talk about the role of the human marketer in an increasingly digital world. Alex is COO of a company called <a href="https://margo.me/" rel="noopener noreferrer" target="_blank">marGo</a> and has a long background in marketing. We learn about his background, a bit about marGo, why he left his cushy CMO job to start a new business, the role of the human marketer in light of constant amazing tech advancements, the direct sales industry, and how human marketers will evolve over the next few years. Alex is always a fun guest. Enjoy this one!</p>

<p>On this episode, we’re joined by <a href="https://www.linkedin.com/in/gorilla76joe/" rel="noopener noreferrer" target="_blank">Joe Sullivan</a> for a discussion about creating a content platform. Joe is an industrial marketing consultant with more than 10 years of experience and is cofounder of the St. Louis-based industrial marketing agency <a href="https://www.gorilla76.com/" rel="noopener noreferrer" target="_blank">Gorilla 76</a>. In our chat, we learn his background and all about building a content platform: how to start it out, what the steps are, the social platforms to concentrate on, frequency, and so much more. We also learn about how COVID-19 has affected his business. A real gem of an interview. </p>

<pre><code> <p>On Episode 62, Garnet and Mark are back from hiatus with a very important episode. <a href="https://www.linkedin.com/in/frederikgroce" rel="noopener noreferrer" target="_blank">Frederik Groce</a>, Principal at <a href="https://www.stormventures.com/?lang=en" rel="noopener noreferrer" target="_blank">Storm Ventures</a> and Co-Founder and Board Member at <a href="https://www.blckvc.com/" rel="noopener noreferrer" target="_blank">BLCK VC</a>, joins us to discuss what led to the founding of BLCK VC, how <a href="https://blacklivesmatter.com/" rel="noopener noreferrer" target="_blank">Black Lives Matter</a> started to impact conversations in tech and corporate America. And we dig deeper to see if that discussion will affect civil rights. Plus we talk about the state of investing in the pandemic, what his investment focus is and lots more.</p>

<p><a href="https://www.linkedin.com/in/danielle-savin-85a6a6/" rel="noopener noreferrer" target="_blank">Danielle Savin</a> is our guest today. She’s Senior Director of Marketing Solutions and Senior Principal at <a href="https://www.capgemini.com/" rel="noopener noreferrer" target="_blank">Capgemini</a>, where she focuses on retail. As we prepare for the holiday season, it made sense to have her back to see how retailers are preparing, and to see what the season might hold in store. We discuss--of course--data, supply chain efficiencies, personalization, and digital marketing efforts.</p><p> </p><p>Plus, we look into the kinds of messaging strategies that might work this year and how customer service departments are getting ready.</p>

<p>I'm starting this season with a bit of a change of pace. I’m turning the tables.</p><p><a href="https://www.linkedin.com/in/vmachado/" rel="noopener noreferrer" target="_blank">Victor Machado</a>—a friend, colleague, and guest of the podcast on episodes 86 and 87—is in to ask <em>me</em> questions. This was his idea, and although we discussed it beforehand, I wasn’t 100% sure what he’s going to ask. I thought it could be a lot of fun or a complete disaster. I’ll let you decide.</p><p>Anyway, Victor is founder of <a href="https://www.pwdigitalagency.com/" rel="noopener noreferrer" target="_blank">PW Digital Agency</a>, which combines a couple decades of sales, business and tech experience to deliver unbeatable digital marketing programs rooted in analytics and driven by creativity.</p><p>Here’s Victor’s post on LinkedIn about this episode: <a href="https://www.linkedin.com/feed/update/urn:li:activity:6714527302203580416/" rel="noopener noreferrer" target="_blank">https://www.linkedin.com/feed/update/urn:li:activity:6714527302203580416/</a></p><p>(BTW, I thought it was a lot of fun, by the way. Enjoy!)</p>