Marketing Trends

Josh Golden is the president and publisher of Ad Age. He has also served in senior marketing positions with companies like Xerox and NBC Universal. On this episode, Josh, Ian, and Lauren talk about keeping up with disruption, why marketing is more difficult than it has ever been, and Josh shares his experience working on the OJ Simpson trial.

Viral marketing. Many marketers dream of it. Few are able to actually execute and create it. On this episode, we talk to a marketer who has helped create many viral video ads. Benton Crane is the CEO of Harmon Brothers, the company behind the viral videos for companies like Squatty Potty, Purple Mattresses, and Poo-Pourri. The videos they have created have cumulatively generated more than a billion views.

Clay Hausmann is the CMO of Aktana, a company that uses AI to provide decision support to life science sales and marketing teams. Clay is also a principal at Treatment, a marketing consultancy that uses the methods of screenwriters to help brands build and tell their stories. In this interview, Clay tells us how marketing is like screenwriting, and how marketers can use tips from screenwriting to tell better stories and be more effective.

Many marketers aspire to turn their customers into a tribe. They dream of their customers transforming from casual users to committed advocates. But this is easier said than done. To learn more about how to actually build a tribe and convert customers into advocates, we talked to someone who has done it before: Chandar Pattabhiram. Chandar is the CMO of Coupa, a highly successful cloud platform for business spend. He is an experienced tech marketing veteran and a multi-time CMO.

We sat down with Thomas Butta, CMO of SignalFX, to talk about how to make your marketing cut through the noise of the modern digital world. On this episode, Tom also discusses challenger brands and how to make your brand an industry thought leader.

This episode of Marketing Trends was conducted live at the Salesforce World Tour in Chicago. It features an interview with Tracy Eiler, CMO of InsideView and co-author of Aligned to Achieve: How to United Your Sales and Marketing Teams into a Single Force for Growth. On this episode, Ian and Tracy discuss why sales-marketing alignment is so important, how to achieve it, and common CMO pitfalls to avoid.

What can a new CMO do in the first 90 days to make sure they have success with their new organization? How can they make sure they are on the same page as the sales team from the get-go? To answer questions like these, we talked to Ed McDonnell. Ed is the Senior Vice President of Sales for Salesforce Marketing Cloud. He has also served in senior sales roles for Eloqua, EDGAR Online, McGraw Hill, and Reuters.

What separates a failed content marketing strategy from an effective one? To help us find out, we brought in Joe Pulizzi. Joe is the godfather of content marketing. He founded the Content Marketing Institute in 2007, and he also is credited with coining the phrase “content marketing.” Joe is also a Co-Founder of the Orange Effect Foundation. If you’re interested in hearing more from Joe, you can find his content at JoePulizzi.com or follow him on Twitter @JoePulizzi.

The rise of e-commerce and headlines about the “retailpocalypse” and “mallpocalypse” have made many wonder what will happen to the future of retail. Phil Raub, the president and co-founder of b8ta, is helping to define that future. b8ta is a new startup that provides retail as a service. He also shares stories from his time with Nest, Nintendo, and Gap.

This episode features an interview with Matt C’de Baca, Managing Director at Renaissance Leadership. Matt has more than 15 years of experience in talent acquisition and executive recruiting. On this episode, he talks about how to succeed as a marketing executive, the most in-demand talents and abilities, and how to find purpose in your work.

John Gargiulo, Global Product Marketing Lead at Airbnb, joined Marketing Trends to discuss a problem he has seen that needs to be addressed: A vast chasm right in the middle of the marketing funnel.

How do you make sure you understand your customers, and how do you make sure they understand you? That is what we talked about with Vanessa Hope Schneider. Vanessa is the Head of Marketing at Clara Labs. On this episode, Vanessa talks about what it takes to truly understand your audience and communicate effectively with them, and what to look for when hiring a marketing team.

How do you market a marketplace, a platform where you have both buyers and sellers? To find out, we spoke with Paul Ghio. Paul is the Vice President of Product at Creative Market, an online design marketplace. He formerly served as the VP of Marketing & Growth. In addition to marketplace marketing, Paul discussed how design, analytics, and how he went from marketing to product management. Enjoy.

This episode of Marketing Trends features an interview with Justin Shriber (Linkedin: /justinshriber | Twitter: @jshriber). Justin is the Vice President of Marketing for LinkedIn Sales and Marketing Solutions. On this episode, Justin discusses how sales and marketing are starting to converge, and what that means for marketers. He also talks about how to build trust and create engaging content for your audience.

Today’s episode features an interview with Peter Schwartz. Peter is a futurist, and the Senior Vice President for planning at Salesforce. Peter is also the founder of the global business network, and the author multiple books, including The Art of the Long View.