Confessions of a Marketer

<p>On Episode 153, Henrik Becker is in to chat about SaaS and B2B marketing. Henrik’s a marketer who helps prepare companies for the next step in their growth. That involves marketing strategy, marketing automation, and laying the operational foundation for dealing with growth. It all sounds good, doesn’t it? </p><p><strong>Links of Interest</strong></p><ul><li>Henrik Becker on <a href="https://www.linkedin.com/in/henrikbecker1984/" target="_blank">LinkedIn</a></li><li>Henrik’s <a href="https://www.henrikbecker.nl/" target="_blank">website</a></li></ul><p><br></p>

<p>On Episode 152, Blair Enns is in to talk about his book “The Win Without Pitching Manifesto.” Blair’s idea challenges agencies to buck the conventional wisdom that puts the client in the driver’s seat—a scenario that makes it very difficult, if not impossible, to lead in the engagement. He lives in the wilds of rural British Columbia, so we get a taste of that lifestyle as well—and the unique point of view on business he has from his outpost. Plus, we discuss getting by when the power goes out. Blair is a fascinating guy and it was a fun discussion.</p><p><strong>Links of Interest</strong></p><ul><li>Blair Enns on <a href="https://www.linkedin.com/in/blairenns/" target="_blank">LinkedIn</a></li><li><a href="https://www.winwithoutpitching.com/" target="_blank">Win Without Pitching</a></li><li><a href="https://www.winwithoutpitching.com/books/" target="_blank">Blair’s Books</a></li><li><a href="https://en.wikipedia.org/wiki/Kaslo" target="_blank">Kaslo, BC</a></li></ul>

<p>On Episode 151, Lisa Nirell joins us to discuss Being a Mindful Marketer—just when we need it most. Lisa was introduced to me by my frequent guest Alex Withers. I was fascinated by her focus, spelled out in her trailblazing book The Mindful Marketer. In our discussion, we learn what prompted the book, the key tenets of being a mindful marketer—and how we can all be more mindful. Plus, of course, we touch on data, how to make the marketing organization a healthier, more sustainable organization. </p><p><strong>Links of Interest</strong></p><ul><li>Lisa Nirell on <a href="https://www.linkedin.com/in/energizegrowth/" target="_blank">LinkedIn</a></li><li>More about Lisa on her <a href="https://lisanirell.com" target="_blank">website</a></li><li><a href="https://lisanirell.com/quiz-mindful-marketing-meter/" target="_blank">The Mindful Marketing Meter</a></li><li><a href="https://www.amazon.com/Accidental-Genius-Revolutionize-Thinking-Through/dp/1605095257" target="_blank">Accidental Genius by Mark Levy</a></li><li><a href="https://www.amazon.com/Power-Force-David-Hawkins-M-D/dp/1401945074" target="_blank">Power vs. Force by Dr. David Hawkins</a></li></ul>

<p>On Episode 150, Mark Truss, chief research officer at Wunderman Thompson, joins us. Mark has a long background in advertising and marketing. Mark has been running an Anxiety Index for 17 years. The latest one was run in March—and with anxiety at all-time highs, it’s a very timely study. Mark and I have a wide-ranging discussion about the index, what it all means, and what marketers should do in reaction to his data. Plus, we gaze into the future and think about the emotional state of people around the world once the crisis abates. </p><p><strong>Links of Interest</strong></p><ul><li>Mark Truss on <a href="https://www.linkedin.com/in/mark-truss-284570/" target="_blank">LinkedIn</a></li><li><a href="https://www.wundermanthompson.com/insight/anxiety-index" target="_blank">The Anxiety Index</a></li><li><a href="https://www.forbes.com/sites/martyswant/2020/04/10/new-surveys-show-how-americans-are-anxious-about-covid-19-and-what-brands-should-do-about-it/#f474c75d14ac" target="_blank">New Surveys Show How Americans Are Anxious About COVID-19 And What Brands Should Do About It</a> (Forbes)</li><li><a href="https://en.wikipedia.org/wiki/Apophenia" target="_blank">Apophenia</a>: the tendency to mistakenly perceive connections and meaning between unrelated things</li></ul><p><br></p><p><br></p>

<p>On Episode 149, we’re talking about managing the crisis that is COVID-19. Rich Lyons, EVP and Digital Customer Experience Leader for North America at Capgemini. He’s an expert on e-commerce and the customer experience and these days he’s specializing in crisis management. In our chat, we discuss how e-commerce is positioned in the COVID world, the trends he’s seeing, how the current environment is pushing digital transformations and habits, and we zero in on the grocery segment. </p><p><strong>Links of Interest</strong></p><ul><li>Rich Lyons on <a href="https://www.linkedin.com/in/richardblyons/" target="_blank">LinkedIn</a></li><li><a href="https://www.capgemini.com" target="_blank">Capgemini</a></li></ul><p><br></p>

<p>On Episode 148, Michael Mathias is in to discuss the times we find ourselves in and the world of retail.  </p><p>In truth, Michael and I spoke at length more than a month ago—in the very early days of the COVID crisis. As I listened back to the interview, it was packed with lots of great information, but it really needed a current perspective. So Michael was gracious enough to come back in for another chat. In this discussion, we dig a bit deeper than the headlines, and look at the retail landscape, how retailers can market these days, what the world will look like after the crisis ends, and how retailer will retain and gain new customers when the time comes.</p><p><strong>Links of Interest</strong></p><ul><li>Michael Mathias on <a href="https://www.linkedin.com/in/michaelmathias/" target="_blank">LinkedIn</a></li><li><a href="https://www.whereoware.com" target="_blank">Whereoware</a></li></ul>

<p>On Episode 147, we’re talking the future of advertising with Catharine Hays. </p><p>We have been on hiatus for a couple of weeks as we looked around and assessed this changed world we live in these days. The world has turned upside down. I wondered how to make the interviews I already had in the can before the crisis started relevant to this world. And I think the best way is to just forge ahead. The things we knew before COVID-19 took over our consciousness will return—in some form—at some point in the future. Life also goes on. So we’ll continue Confessions of a Marketer with that spirit—dealing with COVID-19 where it makes sense and thinking about how marketing can contend with all the things. </p><p>One thing I will ask of you—if you are hiring marketers, or if you have a compelling story to tell about finding a job in this environment, I’d love to hear from you—just email me at <a href="mailto:confessionsof@icloud.com" target="_blank">confessionsof@icloud.com</a>. </p><p>Most of all, what I hope for you and your families—and all of our families, is continued good health. </p><p>Catharine Hays is an executive advisor, speaker, and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints,” which synthesizes more than 200 diverse perspectives, across disciplines and around the world, yields a broader conception of the scope, practice, and value of "advertising," encompassing every communication or point of interaction between a brand and a person. It is an important book. Catharine also previously served as Co-Founder and Executive Director at the Wharton Future of Advertising Program. And if that weren’t enough, she is also co-host of The CMO Spotlight on SiriusXM channel 132, where she speaks with the world’s top CMOs. </p><p><strong>Links of Interest</strong></p><ul><li>Catharine Hays on <a href="https://www.linkedin.com/in/catharine-hays/" target="_blank">LinkedIn</a></li><li><a href="https://www.siriusxm.com/businessradio" target="_blank">SiriusXM Business Radio Ch. 132 (home to Catharine’s CMO Spotlight)</a></li><li>Read <a href="https://read.amazon.com/kp/card?asin=B01BKJIDRG&preview=inline&linkCode=kpe&ref_=cm_sw_r_kb_dp_I51IEbBDP2K9F" target="_blank">Beyond Advertising: Creating Value Through All Customer Touchpoints</a></li><li><a href="https://www.edelman.com/trustbarometer" target="_blank">Edelman Trust Barometer</a></li><li><a href="https://www.businessroundtable.org" target="_blank">Business Roundtable</a></li></ul><p><br></p>

<p>In Part 2, we continue our conversation with Julie, discussing how to bring great marketing leadership to fruition and breaking down the concept of “fail fast” culture.</p><p><strong>Links of interest</strong></p><ul><li>Julie Zadow <a href="https://www.linkedin.com/in/juliezadow/" target="_blank">LinkedIn</a></li><li><a href="https://demandspring.com/" target="_blank">Demand Spring</a></li><li><a href="https://pinchhitcmo.com/" target="_blank">PinchHit</a></li></ul><p><br></p>

<p>In this episode, Julie Zadow provides some incredible insight into what makes a great CMO and provides countless lessons on marketing effectiveness from her work as an executive coach and CMO whisperer.</p><p><strong>Links of interest</strong></p><ul><li>Julie Zadow <a href="https://www.linkedin.com/in/juliezadow/" target="_blank">LinkedIn</a></li><li><a href="https://demandspring.com/" target="_blank">Demand Spring</a></li><li><a href="https://pinchhitcmo.com/" target="_blank">PinchHit</a></li></ul>

<p>In this episode, we’re back with Adam Gesuero as we discuss how to quantify the success of a project and the importance of establishing collaborative relationships with your clients. </p><p><strong>Links of interest</strong></p><ul><li><a href="https://www.icscreative.com/" target="_blank">Image Conscious Studios</a></li><li><a href="https://www.linkedin.com/in/adamgesuero/" target="_blank">Adam Gesuero LinkedIn</a></li></ul>

<p>On Episode 146, Kevin Roberts, former CEO of Saatchi and Saatchi, is in to talk about “Lovemarks”—a great book (translated into 17 languages) and the very definition of the big idea. If you’ve been in marketing over the past couple of decades, like me, you’ve marveled at the work Kevin has overseen. On the back of the book, he describes the idea—and in these uncertain times, it really resonates: “The idealism of Love is the new realism of business. By building Respect and inspiring Love, business can move the world.”</p><p><strong>Links of Interest</strong></p><ul><li>Kevin Roberts on <a href="https://www.linkedin.com/in/kevin-roberts-b873a6139/" target="_blank">LinkedIn</a></li><li><a href="http://redrose.consulting/" target="_blank">Red Rose Consulting</a></li><li><a href="https://en.wikipedia.org/wiki/Lovemark" target="_blank">Lovemarks on Wikipedia</a></li><li><a href="https://read.amazon.com/kp/embed?asin=B002PKBLBA&preview=newtab&linkCode=kpe&ref_=cm_sw_r_kb_dp_lA3CEbZ6J9JMA&reshareId=TNXQPFEYA563E8WG597C&reshareChannel=system" target="_blank">Lovemarks on Amazon</a></li></ul>

<p>In this episode, we talk to Creative Director and small business owner, Adam Gesuero, the founder of Image Conscious Studios about the perils of not giving your agency partners enough freedom and creative license and the value that great creativity can bring to brands.</p><p><strong>Links of interest</strong></p><ul><li><a href="https://www.icscreative.com/" target="_blank">Image Conscious Studios</a></li><li><a href="https://www.linkedin.com/in/adamgesuero/" target="_blank">Adam Gesuero LinkedIn</a></li></ul>

<p>On Episode 145, we’ve got Duncan Chapple, head of analyst relations at CCgroup, in to talk about a range of subjects around the state of influencer relations and the marketing of ideas. Plus, we dig into a couple of items from a decade or so ago from his manifesto on analyst relations, and then we take a look at the gyrations in the market and world with all the uncertainty we face—with elections, Brexit, COVID-19, and more.</p><p><strong>Links of Interest</strong></p><ul><li>Duncan Chapple on <a href="https://www.linkedin.com/in/duncanchapple/" target="_blank">LinkedIn</a></li><li><a href="https://www.ccgrouppr.com" target="_blank">CCgroup</a></li><li><a href="https://www.influencerrelations.com" target="_blank">Influencer Relations by Duncan Chapple</a></li><li><a href="https://www.influencerrelations.com/tag/credo" target="_blank">Duncan’s Credo Manifesto for Analyst Relations</a></li></ul><p><br></p>

<pre><code> <p>Lane Jost, Environment and Americas Leader for PwC and a well-known impact investing expert, continues his takeover of #theipod and he’s back with Rory Mitchell on the use cases for VR and how the technology can create immersive experiences for customers to better understand sustainability. </p><p><strong>Links of Interest</strong></p><ul><li>Lane Jost on <a href="https://www.linkedin.com/in/lhjost/" target="_blank">LinkedIn</a></li><li>Rory Mitchell on <a href="https://twitter.com/JCFreehogg" target="_blank">Twitter</a></li></ul>

<p>On Episode 144, Content Queen Shay Rowbottom joins Mark to talk about video, LinkedIn, and even a little rap. Shay has an incredible background. She runs Rowbottom Marketing, which specializes in creating LinkedIn content. In this fascinating discussion, we learn about Shay’s background, what her agency is up to, what makes for good content, how to do video--where to use it, how to produce it, and so forth—and whether there is a secret making a viral video. Plus, we learn about her recent success on LinkedIn. And we also find out about her earlier career as a rapper. It was a fun chat. </p><p><strong>Links of Interest</strong></p><ul><li><a href="https://www.shayrowbottom.com" target="_blank">Rowbottom Marketing</a> </li><li>Shay on <a href="https://www.linkedin.com/in/shayrowbottom/" target="_blank">LinkedIn</a> </li><li><a href="https://www.linkedin.com/posts/shayrowbottom_shayshine-activity-6630520276926947329-0VpM" target="_blank">Video of Shay rapping at age 22</a></li><li><a href="https://www.linkedin.com/feed/update/urn:li:activity:6548942693282746368" target="_blank">Shay’s Post Malone parody about office life</a> </li></ul><p><br></p>