Marketing Trends

Early in her career, Carrie Palin was doing well but wasn't on the CMO track. But then friends and mentors challenged her to set her sights higher. Since then, she has served as a CMO three times. Currently, she is the CMO at Splunk. On this episode, Carrie walks us through her career and explains the leadership lessons she learned. She talks about how to succeed as a new CMO, what to do when you're a leader in an organization that's being acquired, how she evaluates new opportunities, and much more.

After Varun Kohli, Head of Strategic Marketing, PMO, & Global Demand at Symantec, launched one particular campaign early in his career, it nearly crashed the entire IT infrastructure of the company he was working for at the time, because of the huge amount of traffic it generated. How did he manage to create so much interest? By combining story and data. On this episode of Marketing Trends, Varun talks about how to tell data-driven stories, how to surface great customer stories, and much more.

Most Marketing Trends guests focus on a specific strategy, tactic, or technology. But Geoffrey Miller, Associate Professor of Psychology at the University of New Mexico, starts with marketing's most fundamental question: Why do people buy things? On this episode, Geoffrey talks about biology, evolution, and how psychology affects the way consumers respond to marketing. He digs into how people's fundamental wants and needs inform what they buy and who they buy from.

Marketing to developers is notoriously difficult. They are independent and hate being marketed to. On this episode, we talked to an expert who has figured out how to do it successfully. Vidya Peters is the CMO of Mulesoft. In that capacity, she has built a community of developers who love her product and share it with each other. In this interview, Vidya talks about the best practices for marketing to developers, marketing to potential talent, measurement and identifying KPIs, and much more.

How do you establish a brand reputation in the B2B space when your brand has historically been known for consumer electronics? That is the question facing Bob Madaio, VP of Marketing at Sharp Business USA. After more than 20 years with EMC and Hitachi, Bob now leads the marketing team for the B2B arm of Sharp electronics. On today's episode, Bob sits down with Ian to discuss what he's doing to change those perceptions, gives his perspective on the best ways to acquire customer feedback, and much more.

Doug Sweeny made his mark in the marketing world with world-class, innovative companies like Google, Levi’s, and Nest. For his next challenge, he decided to join a company taking on one of the most change-resistant industries imaginable: healthcare. Doug is currently the CMO of One Medical, a company that is using disruptive technology to connect consumers with primary care providers. On today's episode, Doug sits down with Ian to talk about what he's working on at One Medical and much more.

Are marketers technologists? According to Whitney Bouck, COO of HelloSign, they ought to be. Whitney has spent years marketing to CIOs, and she thinks that marketers need to be just as much of technology junkies as the people they market to. On this episode of Marketing Trends, Whitney explains how to make that idea a reality, and she also talks about her current work at HelloSign, why she decided to become a COO after a career in marketing, and how to market highly technical products.

Everywhere you look, B2B marketers are talking about Account-Based Marketing, and its prominence is only growing. So to better understand the technology, we talked to Laura Ramos, VP and Principal Analyst for B2B Marketing Professionals at Forrester Research. On this episode, Laura talks about where ABM came from, what's next for the technology, and what it means for B2B marketers.

Every marketing team needs 3 C's - communication, content, and coordination, according to Dave King, Head of Marketing at Asana. On this episode of Marketing Trends, he talks about how marketing leaders can better manage all three. In this conversation, Dave also talks about the difference between collaboration and coordination, why he decided to join Asana, the advantages of the self-serve model, and his philosophy for building and managing a marketing team.

Data and analytics play essential roles when it comes to marketing. But effectively using data to improve marketing is easier said than done. According to Scott Holden, CMO of ThoughtSpot, technology needs to be a part of the solution. On this episode, Scott sits down with Ian to dig a bit deeper into data-driven marketing and the tools marketers need in order to better access insights.

The role of CMO is a difficult one. It's even more difficult when you're just starting out. So what do you do in your first 90 days to set yourself up for future success? To find out, we sat down with a CMO roundtable of some of the most successful CMOs around. We talked to Leela Srinivasan CMO of SurveyMonkey, Keith Messick CMO of Dialpad and Corinne Sklar CMO of IBM iX.

Stewart Conway wakes up at 4 AM, six days a week for a reason. His discipline, focus, and love for marketing (and skiing) is what drives Stewart and his team each and every day. Stewart is the Head of Central Marketing at BMO Global Asset Management by day and a part of the British Association of Ski Instructors during his free time.  On this episode, Stewart talks about how being a ski instructor has shaped his views on marketing and his advice for first-time marketers.

Millennials. The word comes with some strong connotations. But what do millennials actually believe? And how can marketers target them more effectively? To find out, we talked to Nadia Masri. Nadia is the Founder and CEO of Perksy, a consumer insights platform that powers real-time research with millennial and Gen Z audiences through a mobile app.

Francesco Leone has helped some of the biggest brands in the world go international. As a marketing executive with Coca-Cola, Starbucks, and Colgate, he helped establish footholds in new markets. He has taken that international experience and uses it to help other brands through his marketing consulting agency called Goat Eye Strategy. On this episode, Francesco walks us through his international marketing playbook.

Karen Steele, CMO of LeanData, learned marketing from the best of the best. At Apple and NeXT, she had the opportunity to report directly to, and learn from, Steve Jobs. On this episode of Marketing Trends, she shares some of those lessons learned, as well as how to nail marketing attribution and her best practices for managing engagement.