Confessions of a Marketer

<p>On Episode 113, Beth Comstock is back to wrap up our discussion. We continue our look at long-range planning. Plus, we talk about transparency and how data helps you to ask better questions. And, Beth has a challenge for you marketers: Get out of the office and do some old-fashioned work in the field—put texture to the data. Plus, we take a look at how technology and data have shifted marketing in the past decade or so. Is the CMO role dying? Maybe, maybe not. Listen to find out.</p>

<pre><code> <p>On this episode, we're back with Mark Gallagher, a renowned figure in the world of F1. This time we focus on a range of innovations in F1, the blurring of the technology-human connection, e-sports, and other big trends. </p><ul><li>Mark Gallagher on <a href="https://www.linkedin.com/in/mark-gallagher-47a7b419/" target="_blank">LinkedIn</a></li><li><a href="https://www.mark-gallagher.com" target="_blank">Mark-Gallagher.com</a></li></ul><p><br></p>

<p>On Episode 112, Beth Comstock, former vice chair and CMO of GE, joins us again. I talked to Beth about a year ago when her book, Imagine it Forward, came out. Now, a year later, we check in on what she’s learned from the book tour. Is there a follow-up in the works? Find out here. We also chat about what the heck has been going on at GE, where Beth served as vice chair. Plus, we get a start on planning for 2020. Beth notes that we might be kidding ourselves about the control we think we have over planning. </p>

<p>Chris Stefanyk, head of brand partnerships at Wattpad, is back to discuss the secrets of engagement. Chris has some case studies to share. And we get into them here, including stories about NatGeo and T-Mobile. Plus, we bat around the future of content and the immersion of video games, 3-D, AR, and so forth.</p>

<pre><code> <p>On the latest episode, we talk with Mark Gallagher, Managing Director of Performance Insights Ltd. Mark has been around the world of F1 for decades. In the first part of our discussion, we learn about Mark’s background and career, how data-driven F1 is, as well as innovations around driver safety.</p>

<p>On Episode 110, Chris Stefanyk, head of brand partnerships at Wattpad is on to talk about the power of stories. Wattpad works with global brands Kraft, AT&T, GE, Warner Bros., and Universal Pictures to help them to harness storytelling to solve their marketing challenges. Wattpad has an audience of more than 55 million Millennials and Gen-Zs—and we learn about what appeals to those elusive audiences. Plus, we learn about Chris, his background, and the Wattpad story. </p>

<p>On Episode 109, Jon MacDonald is back to continue our discussion of conversion optimization. This time, we talk about best practices—Amazon and the like. But Jon makes a point that you need to know YOUR data, and shouldn’t focus on your competitors because you don’t know whether that’s working. After all, you may have seen an A/B test. Plus we talk about how B2B companies can avoid having a leaky funnel and how there’s a lot to learn from your e-commerce colleagues. </p>

<p>On Episode 108, Jon MacDonald is in to talk about conversion optimization. Jon helps brands understand the clicks and movements of their website visitors, and how to use that data to convert more existing visitors into buyers. His company, The Good, is an interesting operation that has worked with Adobe, Nike, Intel and a lot of other household names to help them squeeze more revenue from their e-commerce. In this first part, we get a look at Jon’s background, mistakes people make when they think about conversion, and how The Good helps. Oh, and as usual, we talk about data.</p>

<p>On Episode 107, we're back with Carman Pirie. Carman thinks that, from a tactical perspective, although B2B is different, people want consumer-like digital experiences in their B2B experiences. Plus, he shares some insights on working with an agency and says the secret to success is taking advice—listening. What a concept!</p>

<pre><code> <p>On Episode 41, we talk with Duchesne Drew, Community Network Vice President at the Bush Foundation. We get the background on Duchesne, the history of the Bush Foundation, and a look at the founder, Archibald Bush. Plus, we delved into the foundation's work in leadership development and a lot more. This is part one of our discussion with Duchesne.</p><ul><li>Duchesne on <a href="https://www.linkedin.com/in/duchesnedrew/" target="_blank">LinkedIn</a></li><li><a href="https://en.wikipedia.org/wiki/Archibald_Bush" target="_blank">Archibald Bush</a></li><li><a href="https://www.bushfoundation.org" target="_blank">The Bush Foundation</a></li><li><a href="https://www.3m.com/3M/en_US/company-us/about-3m/3m-ventures/" target="_blank">3M Ventures</a></li></ul><p><br></p>

<p>On Episode 106, Carman Pirie is in to talk about marketing, the metrics we watch, and lots more. Carman started out in politics and then came to marketing with an interesting point of view. All the technology we’ve thrown at the task doesn’t mean that we’ll improve lead flow. He says marketers focus on vanity measures and things that appear to show ROI but really don’t. Plus, the notion of the funnel is really flawed. He also tells us a much more useful metric that might not be as easy to illustrate in PowerPoint.</p><ul><li>Carman's company, <a href="https://kulapartners.com" target="_blank">Kula Partners</a></li><li>Carman on <a href="https://www.linkedin.com/in/pirie/?originalSubdomain=ca" target="_blank">LinkedIn</a></li></ul>

<p>On Episode 105, we dig back in with David C. Baker on the subject of his new book. Anyone who’s a consultant—in advertising, marketing, you name it—is in the business of expertise. David’s new book (<a href="https://www.amazon.com/Business-Expertise-Entrepreneurial-Experts-Convert/dp/1605440604/ref=sr_1_1?keywords=The+Business+of+Expertise&qid=1571245916&sr=8-1" target="_blank">The Business of Expertise)</a>, with all of his rich experience, is a must-read for those of us who sell our expertise. How can you make a difference in your client’s lives and make money at the same time? David has some answers. Plus, we talk a lot about storytelling, the in-housing of marketing, and purpose-driven companies.</p><p>The book David mentioned: <a href="https://www.amazon.com/Healing-Power-Stories-Daniel-Taylor/dp/0385480504" target="_blank">The Healing Power of Stories</a> by Daniel Taylor</p>

<p>On Episode 104, David C. Baker joins me to talk about building an agency and so much more. In this first part of our discussion, we have a bit of a philosophical discussion and then talk about how his skills, including being a pilot, prepared him for building an agency and being “the expert’s expert.” As an entrepreneur, he says he thinks like a pilot--things are never as good or as bad as they seem. </p>

<p>On Episode 103, we're back with Steve Randazzo to talk about human experiences. In this second part of our chat, we delve more into the emotional connections that experiences can foster. Plus, Steve shares stories about experiences he’s created for Tractor Supply Company and Disney. Sure, it’s about emotion, but there’s a science to making an experience magical. Plus, we look at the future of experiences—with AR/VR and all of that. </p>

<pre><code> <p>On Episode 39, Garnet and Mark talk with Lauren Conaway, Founder and CEO of InnovateHER KC. In this first part we learn about Lauren's background and the history of IHKC. Plus, we're thrilled to share that Lauren has started her own podcast, the InnovateHER Podcast, on PodCo Media Networks. </p><ul><li>More about <a href="https://www.linkedin.com/in/laurenconaway/" target="_blank">Lauren</a></li><li>Learn about <a href="https://www.innovateherkc.com" target="_blank">InnovateHER KC</a></li><li>Listen and Subscribe to the <a href="http://innovateherpod.com" target="_blank">InnovateHER Podcast</a></li></ul><p><br></p>