A Brave New Podcast
Great marketing is all about making smart decisions, developing your discipline, understanding and meeting the needs of your prospective customers, and putting in place the right systems to make the whole process easier. A Brave New Podcast, with brand and marketing strategist Josh Dougherty, is here to teach you how to truly unlock your business potential through the power of marketing! Each episode will bring you insights, best practices, and top strategies from a variety of business leaders and marketing & sales experts. Tune in to A Brave New Podcast to learn how to build a more memorable brand and accelerate your growth with bold marketing.
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Building Big Bold Brands, with Karley Cunningham
04/24/2024
Building Big Bold Brands, with Karley Cunningham
Creative Strategist & Growth Accelerator Karley Cunningham develops brand leaders by taking businesses from overcrowded, competitive spaces into blue ocean territory, where they can confidently stand out and thrive. Her international client base benefits from accelerated growth, profit and stability as her innovative Surefire Method™ provides them with an infallible business strategy and brand toolkit to stand out in the sea of sameness, attract the people their business needs to thrive, and become a brand leader in their industry. Karley’s entrepreneurial success story is featured in the awarded book by Pam Slim. Believing deeply in the practice of ‘givers gain,’ she’s developed a global network and rarely goes a day without making a referral or connection. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4x4. What you’ll learn about in this episode: Trends in the branding space, what business owners, marketers, and others should be thinking about Why branding is not marketing, and the implications this has for how you build your brand Karley’s Surefire Strategy that she uses to help companies refine their strategic direction and craft winning brands How to evaluate a branding firm if you’re about to start a branding effort Why it’s essential to have the C-Suite involved in any branding process How to use your values to create a truly differentiated organization Additional resources:
/episode/index/show/abravenew/id/30942923
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Pipeline Marketing, with Matt Heinz
04/10/2024
Pipeline Marketing, with Matt Heinz
Matt is President and Founder of Heinz Marketing with more than 25 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways. Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty. He has helped organizations such as Amazon, Seagate, Morgan Stanley, The Bill & Melinda Gates Foundation and many others create predictable, repeatable sales & marketing engines to fuel growth. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management, Top 50 Sales & Marketing Influencers and Top 50 Keynote Speakers. Matt and his wife Beth live in a 105-year-old historic farmhouse they renovated in Kirkland, Washington and share with their three children, two dogs, two cats, and several chickens. What you’ll learn about in this episode: How Matt and his team at Heinz Marketing help B2b companies with long and complex sales cycles drive revenue through pipeline marketing. Why Matt believes it’s important to teach internal teams rather than take on the work as an outside partner. About the intersection between pipeline marketing and your brand. We also discuss how brands should influence and impact pipeline marketing. About the importance of focusing on both short term results and long-term brand equity. The value of relationships and human to human selling in all B2B marketing and sales. Why go-to-market motions are getting more lengthy and complex every day. How a go-to-market playbook can help you stay organized AND pivot when agility is needed. The relationship between corporate strategy and effective pipeline marketing. How to evaluate and integrate artificial intelligence into your strategy. Additional resources:
/episode/index/show/abravenew/id/30734513
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Discussing Marketing Trends, with Kirsten Cutshall
03/28/2024
Discussing Marketing Trends, with Kirsten Cutshall
With more than 20 years of experience in marketing, Kirsten Cutshall is the CEO of Austin-based Steel Advertising - a full-service ad agency specializing in marketing to the family. As a purpose-driven agency with a mission of "doing magic for the good guys" Steel' is a strategic partner, driven to produce obvious results and brands people love for who do good in our community - primarily health, education, and government programs. As a researcher and strategist, Kirsten frequently digs into the dynamics of making a decision within the family unit. Her background in Anthropology gives her specific insight into the cultural and generational shifts and how they affect the market. Kirsten's recent clients include Texas A&M University System, Texas Health and Human Services, Kaiser Permanente and more. Kirsten’s past experience includes work for a broad base of Fortune 500 clients as Principal at Tocquigny Advertising, and prior to that at DDB Worldwide. She has a degree from Southern Methodist University and is a member of the American Anthropological Association. She is a frequent speaker on consumer trends, shifting media habits and brand experience creation. What you’ll learn about in this episode: The importance of making technology a core part of your brand experience Why building your brand and generating demand at the same time are essential The biggest anxieties that marketers are feeling right now The trends in media planning and how AI is influencing the space How smaller healthcare brands can leverage directories as a long-tail organic traffic plan How businesses are leveraging video, and how to produce video more affordably Additional resources:
/episode/index/show/abravenew/id/30583658
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Designing Brand Identity, with Rob Meyerson
01/17/2024
Designing Brand Identity, with Rob Meyerson
Rob works with business leaders to build identities for their organizations, products, and services. More than a name or logo, Rob believes an identity is defined by clear, focused beliefs, expressed through compelling words, and substantiated by consistent actions. His specialties include strategic positioning, naming and messaging, brand architecture, qualitative research, and organizational change. Prior to launching Heirloom, he was global head of brand architecture and naming at HP, and previously held strategy director roles at several leading, international brand consulting firms. Rob is the author of Brand Naming: The Complete Guide to Creating a Name for your Company, Product, or Service, the most complete and detailed book about brand naming. He has also written about brand strategy and naming for leading publications such as Harvard Business Review, AMA.org, Entrepreneur, TechCrunch, Business Insider, The Guardian, and VentureBeat. Rob also hosts How Brands Are Built, a popular branding podcast and blog. What you’ll learn about in this episode: What it was like for Rob to work alongside the legendary Alina Wheeler co-authoring the 6th edition of Designing Brand Identity. Both Josh and Rob’s reflections on the impact that Alina Wheeler had on the brand and design communities in her lifetime What you can expect from the latest edition - what content has been updated and what content is new A few of the new case studies that Rob is excited to feature in the new edition (all 50 case studies are brand new) An inside look at the all the work that went into producing the latest edition The pros and cons of generative AI in the branding discipline Rob’s advice for anyone diving into the branding process for their company in 2024 When you’ll be able to pick up your copy of the 6th Edition of Designing Brand Identity Additional resources:
/episode/index/show/abravenew/id/29449148
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A Strategic Approach To Tech, with Jon Christensen
12/06/2023
A Strategic Approach To Tech, with Jon Christensen
Jon is the President/CEO of Phoji Inc, the creator, inventor and patent holder of the custom emoji. Jon also serves as fractional Advisor, Business Development for CTO Teammate and fractional Advisor, Business Development for Bright Bucks Inc. CTO Teammate is focused on maximizing the ROI on technology by providing fractional resources expert in their discipline. What you’ll learn about in this episode: The importance of alignment between branding, marketing, and technology Why slowing down and developing a plan for digital transformation is the best thing you can do before going through a substantial technology change How Jon’s company Phoji managed their transition from being an app to a Saas company Some of the factors private equity and VCs look for when evaluating the tech of a company in the pre-investment phase The key trends all companies need to consider in 2024 as the evaluate their technology approach Additional resources:
/episode/index/show/abravenew/id/28928953
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Public Relations Fundamentals, with Elizabeth Sutherland
11/29/2023
Public Relations Fundamentals, with Elizabeth Sutherland
Elizabeth Sutherland, APR, is the Sutherland of Sutherland Weston Marketing Communications. Growing up in Northern Maine, after college Elizabeth worked for the United States Senate, the American Red Cross, and Northern Light Health in increasingly complex public relations and marketing roles before launching out on her own. She is a graduate of the Bangor Region Leadership Institute and winner of the 2016 Eames Leadership Award, the Girl Scouts of Maine 2017 Juliette Award for Leadership, and a 2022 laureate of the Maine Business Hall of Fame. She serves on several non-profit boards and in leadership roles for a variety of local and state-wide organizations. Elizabeth is an experienced public relations professional with expertise in campaign strategy development, brand development, budgeting, research, and measurement. She is also an avid reader, writer, runner, mother of two boys, and wife to a radio-talk-show host. As an entrepreneur, Elizabeth directly understands the challenges many small businesses face and has made it her mission to help grow small business dreams whenever she can. What you’ll learn about in this episode: An overview of the fundamentals of public relations Why public relations is one of the essential components to a business growth strategy The ways that public relations can (and should) expand because what we oftent think of crisis communications into a long-term brand building venture Specific ways that PR can help you drive growth for your organization as you are seeking to scale The importance of authenticity in a PR strategy Why public relations requires long-term commitment to see sustained success How to get quick wins while you’re building towards that long-term success Things to look for when selecting a public relations partner for your business Additional resources:
/episode/index/show/abravenew/id/28847178
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Building a Hypergrowth B2B SaaS Brand, with Rabah Rahil
09/27/2023
Building a Hypergrowth B2B SaaS Brand, with Rabah Rahil
With 18 years of industry expertise in DTC and Marketing, Rabah is a force to be reckoned with in the world of advertising. Spending millions on captivating ad campaigns and having the honor to work alongside the inspiring Oprah, Rabah has crafted a career forged in the School of Hard Knocks of Advertising. As the former CMO at Triple Whale, a cutting-edge attribution solution, innovative strategies brought unprecedented growth during a whirlwind 18-month tenure. Now, as the Chief Evangelist at the TW, Rabah continues to lead, inspire, and push the boundaries of creativity. Rabah's unparalleled experience also includes directing the paid media for the recruitment vertical at Whole Foods, where a blend of intuition and analytical prowess made a significant impact. This eclectic background, coupled with a relentless pursuit of excellence, makes Rabah a fun and fascinating guest to chat all things marketing. What you’ll learn about in this episode: Triple Whale’s growth story - how they grew to be the most installed Shopify App ever Rabah’s 4 pillars of building a B2B SaaS brand Why Rabah believes that high-value B2B SaaS marketing is so different than DTC or Direct Response How to leverage big events and other moonshot marketing ideas to build brand affinity…and how to tie results to those ideas The perils of spending significant dollars on paid media when you have a high value product How to find the right people to work for you as you build out your marketing team How to keep people engaged in a high-growth, high-demand environment Josh and Rabah’s takes on AI, Twitter (X), and more Additional resources:
/episode/index/show/abravenew/id/27824631
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Overcoming The Imposter, with Kris Kelso
09/13/2023
Overcoming The Imposter, with Kris Kelso
Kris Kelso is a Keynote Speaker, a two-time entrepreneur, a Professional Certified Coach, and is the author of “Overcoming The Impostor: Silence Your Inner Critic and Lead with Confidence”. Kris has worked with hundreds of entrepreneurs, business owners, and their leadership teams as a coach, facilitator, and mentor. He is the Dean of Entrepreneurship at the Professional Christian Coaching Institute, an advisor and instructor at the Nashville Entrepreneur Center, and is a contributing writer for Fast Company Magazine, Yahoo Finance, and The Nashville Business Journal. Kris has founded multiple companies and has served on the boards of directors of several non- profit organizations. He lives with his wife and three teenaged sons in a suburb of Nashville, Tennessee. What you’ll learn about in this episode: What is imposter syndrome? Why it typically presents itself in high performers How imposter syndrome can weaponize our unique gifts as people against us How to recognize the difference between imposter syndrome and a lack of capabilities Three specific shifts in thinking that can help marketers combat imposter syndrome so they can be bold, decisive, and creative in their work. Additional resources: (book and online course)
/episode/index/show/abravenew/id/27824529
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Fantasy Brand Draft, With The A Brave New Team
08/28/2023
Fantasy Brand Draft, With The A Brave New Team
In this episode host Josh Dougherty is joined by the A Brave New team. Art director Phil Padilla, content director Brad Steinbacher, and project manager Mel Johnson share their thoughts about which brands they would draft for their fantasy brand football team starting with quarterback and running down the other key positions on the offensive side of the ball. What you’ll learn about in this episode: The difference between a slot receiver brand and a big play receiver brand Which position best fits brands like Hersheys, Adobe, and Black & Decker, and Magic Spoon The powerful ways that perceptions and emotions shape our perspective about brands Why Phil believes that root beer is an underrated drink that deserves a lot more credit than it gets How brand positioning is not so much about being positive or negative, but more about highlighting different strengths and attributes. Additional resources:
/episode/index/show/abravenew/id/27874413
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Building Visual Systems, with Phil Padilla
07/05/2023
Building Visual Systems, with Phil Padilla
A Brave New’s Art Director Phil Padilla brings with him over 15 years of experience, including 12 years of freelancing for some of the top Seattle creative agencies including Touch Worldwide and Hey, Advertising. Through this he has partnered with brands like Starbucks, Microsoft, and Philips to build expert branding and product development. His work has been recognized twice by the M Award for custom product packaging. Phil is a content creator consistently recognized by partners as being a story-builder, embracing change with enthusiasm, owning major project deliverables from beginning to end, and achieving positive business results. What you’ll learn about in this episode: How to approach building a comprehensive visual system for your brand Techniques for expanding the boundaries of an established brand while honoring the existing brand How to works with stakeholders through the change management process Which parts of your visual system you should be more careful about changing Ways to incorporate your overall brand strategy into your visuals How to build your brand visuals in a modular way that will make building out brand assets easier and more efficient How to evolve your brand after launch without losing the cohesiveness of the visual system What Phil and Josh are most excited about the new visual brand displayed launched on the A Brave New website Additional resources:
/episode/index/show/abravenew/id/27379479
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Trusting Your Gut & Brand Building, with Josh Dougherty
06/22/2023
Trusting Your Gut & Brand Building, with Josh Dougherty
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, and account-based marketing strategies. What you’ll learn about in this episode: Why trusting your gut is essential as you build your brand How to balance a commitment to data and other inputs with creativity and instincts That trusting your gut doesn’t mean: Ignoring data Manipulating data to prove your point Moving forward without the necessary inputs About three stories from Josh’s career that share why choosing to go with your gut and take a risk vs. taking the path of least resistance will drive the best results Additional resources:
/episode/index/show/abravenew/id/27237099
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Talking branding, with Steve Brock
05/12/2023
Talking branding, with Steve Brock
Steve Brock leads a studio of talented and experienced researchers, strategists, designers, writers, programmers, project managers, an odd chef or two, photographers, videographers, organizational development specialists and assorted other creatives. As a studio, his team pulls together the most appropriate team for clients’ specific needs. And somehow, it all works. Brilliantly. With a wallop even. For more than twenty-years (that’s like over a century in internet years), Steve’s team have helped some of the nation’s top corporations and not-for-profit organizations discover who they are, determine optimal ways to convey their story and then create experiences and artifacts that bring that story to life. You can call this the branding process, brand building or a host of other jargon-filled terms. Steve and his team call the end result delight. Steve is very hands-on with all Brand:Wallop clients. He believes that every project matters and every client is a potential long-term friend. He not only gets involved in all the strategy work but even helps out on copy and photography when needed . At Brand:Wallop, they believe you and your staff will achieve greater delight with your brand (as will you audiences) if you experience it in the process of building your brand. What you’ll learn about in this episode: Key trends in the branding space in 2023 How brand is evolving in the world of ChatGPT and generative AI Why brand is still the best strategy to pursue for the health of your business even in the face of economic uncertainty How to differentiate in an industry when there seems to be an expectation that everyone shows up in the same way The power of moments in branding (see the Chip and Dan Heath book below) Steve’s latest branding success stories and nightmares Additional resources:
/episode/index/show/abravenew/id/26822565
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All About F1 Brand Associations, with Brad Steinbacher
03/10/2023
All About F1 Brand Associations, with Brad Steinbacher
Before he entered the world of marketing, A Brave New’s Content Director Brad Steinbacher spent 14 years as a journalist and editor at Seattle’s leading alternative newspaper The Stranger. His marketing work has included creating content for Fortune 500 companies, political campaigns, and penning opinion pieces for former members of Congress and professional sports stars. At A Brave New, Brad guides and oversees all content for clients, ensuring brand guidelines and voices are followed, and generating new ideas for content delivery. In his free time, Brad enjoys sports, playing video games, and pretending that he’s not actually middle-aged. What you’ll learn about in this episode: Josh & Brad’s thoughts about F1 preseason testing Which brands Josh & Brad think each Formula 1 team most resembles Various free-form thoughts about Netflix’s Drive To Survive Which F1 team most resembles Texas Instruments as a brand Additional resources:
/episode/index/show/abravenew/id/26183142
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Lessons From the 2023 Edelman Trust Barometer for Healthcare & Tech Brands, with Josh Dougherty
03/03/2023
Lessons From the 2023 Edelman Trust Barometer for Healthcare & Tech Brands, with Josh Dougherty
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, and account-based marketing strategies. What you’ll learn about in this episode: About the current macro trends around trust and uncertainty uncovered by Edelman’s annual online survey of over 32,000 people in 28 countries The opportunities that B2B healthcare and technology brands have to stand out in the midst of an environment of distrust, uncertainty, and polarization Why now is the time for businesses to take a position of leadership in society and in the way they engage with their prospects (in a way that matches their brand, of course) Specific strategies to build your brand in this environment including Giving voice to the scientists if you work in the healthcare and technology spaces Investing in making a societal impact and speaking up for values Exploring government collaboration where appropriate to make the world a better place Speaking up and taking concrete action about issues people care about (especially CEOs) Investing in the platforms that people trust most Being someone who provides trustworthy and accurate information Additional resources:
/episode/index/show/abravenew/id/26119515
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HealthTech Marketing With A Mission, with Nora Marsh
02/08/2023
HealthTech Marketing With A Mission, with Nora Marsh
Nora Marsh, Director of Marketing at CareMessage, leads strategy development for communicating product value as well as efforts to generate demand among new customers and support customer retention. Nora's background in healthcare marketing is broad and deep. She spent 15 years in advertising and communications for pharmaceutical products, medical devices, and over-the-counter health products before pivoting to product marketing for healthcare technology tools. Currently, Nora is focused on bringing her expertise and knowledge to help improve access to healthcare and equitable health outcomes. What you’ll learn about in this episode: How CareMessage is using technology to help safety-net organizations meet the needs of underserved populations The challenges we face as a society as we strive to reach all patients with the information they need The importance of providing healthcare navigation and guidance to people who do not necessarily know how to get the care they need Nora’s experience shifting from agency to in-house roles and how it’s impacted her approach to marketing Tips for successfully partnering with an agency How to stay on track and focused as a small marketing team The importance of market research and competitor research in marketing Nora’s principles for content strategy Powerful- Don’t waste anyone’s time- everything should be worth reading Affinity-Building- Our content moves us from being a service to being a strategic partner, as I mentioned before, and consistency builds trust, and Efficient -“Create once, repurpose forever” Additional resources:
/episode/index/show/abravenew/id/25868694
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Community Building, Content, & Innovation In The Corporate Learning Space, with Jack Foster
01/31/2023
Community Building, Content, & Innovation In The Corporate Learning Space, with Jack Foster
Successful marketing and enterprise demand generation starts with community building. This is the foundation stands firm on. It’s been reinforced by 16 years of marketing experience, the majority of which has been spent spearheading marketing and demand gen efforts for some of the most innovative players in tech like Momentive (formerly SurveyMonkey) and Lever. Now as the Vice President of Marketing at , Jack is putting her focus on community building into action — and helping disrupt the established corporate learning and development industry in the process. What you’ll learn about in this episode: How to use corporate learning as a competitive advantage in your marketing What it takes to create a leading brand in a fast-growing space…starting with redefining the learning management system category The benefit of community-building as a key pillar in your marketing strategy How to leverage customer communities to drive increased adoption and loyalty to your brand How Jack’s team drove 1000% year-over-year growth in blog traffic guided by a documented content strategy Jack’s thoughts about how marketers can succeed in an uncertain economic climate Additional resources:
/episode/index/show/abravenew/id/25776237
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3 Imperatives For B2B Marketing Leaders As We Kick Off 2023, with Josh Dougherty
01/26/2023
3 Imperatives For B2B Marketing Leaders As We Kick Off 2023, with Josh Dougherty
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, account-based marketing strategies. What you’ll learn about in this episode: Strategies to consider for your marketing program in the face of economic uncertainty Imperative 1: Protecting your marketing spend How to protect your marketing spend in the face of economic uncertainty Why companies who continue to invest in marketing experience less revenue loss (research!) Imperative 2: Navigating AI content creation The impact that Chat GPT will have on content creation, and whether or not we should be afraid of it as marketers Things to watch out for as you begin to leverage AI for your content creation efforts Imperative 3: Focusing on your unique value from your customer’s perspective How great brands align their content to what their customers need Additional resources: Marketing Profs Article:
/episode/index/show/abravenew/id/25729977
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Recapping 2022…and looking forward to the New Year!, with Michelle Burk-Gomez & Brad Steinbacher
12/21/2022
Recapping 2022…and looking forward to the New Year!, with Michelle Burk-Gomez & Brad Steinbacher
Michelle Burk-Gomez is the Account Director at A Brave New, and she is passionate about building brands and crafting compelling digital experiences for organizations. Her ideas are informed by creative and quantitative perspectives. Michelle has over 15+ years of experience in the Marketing, Brand Strategy, Technology, Finance and Nonprofit industries. Adept at knowing market trends and how to relate that to an organization’s targeted goals, Michelle is out to discover how best to use marketing campaigns and technology to impact market position and brand perception. She is excited about how to use the power of technology to make organizations more competitive. She is experienced in concept development and strategy through execution; that is grounded in knowledge of brand, competitive landscape, and market trends. Storytelling, brand strategies and innovation with top ranking companies all play a part. —------------ Before he entered the world of marketing, A Brave New’s Content Director Brad Steinbacher spent 14 years as a journalist and editor at Seattle’s leading alternative newspaper The Stranger. His marketing work has included creating content for Fortune 500 companies, political campaigns, and penning opinion pieces for former members of Congress and professional sports stars. At A Brave New, Brad guides and oversees all content for clients, ensuring brand guidelines and voices are followed, and generating new ideas for content delivery. In his free time, Brad enjoys sports, playing video games, and pretending that he’s not actually middle-aged. What you’ll learn about in this episode: What it was like for our agency over the past year Marketing trends we see on the horizon for 2023 Why our Content Director only just recently learned he could turn off notifications in the Slack app Additional resources: Blog Post
/episode/index/show/abravenew/id/25318521
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Driving Growth As A CMO, with Grant Johnson
12/07/2022
Driving Growth As A CMO, with Grant Johnson
Grant Johnson is a 4x CMO with a proven track record of more than doubling revenues and scaling businesses, building high-performance teams, and transforming global companies, from early stage to multi-billion-dollar enterprises, including: Emburse, Cylance, Kofax, Pegasystems and Symantec. Grant has been a key member of executive teams, driving growth, helping integrate more than 20 acquisitions, and fostering liquidity events valued at more than $10 billion. Grant’s a full stack marketer with expertise in all key functions, including brand, channel, customer, demand, operations, product, and Web marketing. His passion is for developing talent and he’s gratified that more than a dozen of his former staff have progressed their careers to become heads of marketing and CMO’s. What you’ll learn about in this episode: How to balance building strong brand loyalty and driving the demand that you need for growth Best tactics to build your brand in the B2B space How to bridge the gap between sales and marketing in B2B and ensure a smooth handoff Marketing differently based on a company’s stage, whether it’s orgs in growth, acquisition, or integration Common pitfalls CMOs face Why the relationship with your CEO is so important and how can someone build it Additional resources: Blog Site:
/episode/index/show/abravenew/id/25243263
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Marketing A Complex Tech Product, with Josh Dougherty
11/23/2022
Marketing A Complex Tech Product, with Josh Dougherty
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, account-based marketing strategies. What you’ll learn about in this episode: How to market a complex product in four steps Clarifying what you're really selling Building trust with humans Importance of being data driven Keeping the balance between not getting lost in features and functionality, and not oversimplifying Additional resources:
/episode/index/show/abravenew/id/25103166
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Marketing With Purpose, with Heidi Lorenzen
11/09/2022
Marketing With Purpose, with Heidi Lorenzen
Heidi Lorenzen is a global go-to-market executive with 35 years’ experience driving outsized impact through inspired and profitable business strategies. She empowers companies and teams to adapt to change and leverage it for better outcomes – providing fresh insights for success amid the dramatic shifts, unprecedented demands, and exponential opportunities made possible through technology. She is a sought-after thought leader on topics including socially conscious leadership, global marketing strategy, gender equity, and business expansion and has written on these subjects for CMO Council, Forbes, Salesforce.com, World of Business Ideas (WOBI.com), and Marketo. Heidi was named one of the Top 50 Most Powerful Women in Technology by National Diversity Council in 2021. In her current role as Senior Vice President of Marketing at Accela, an industry-leading cloud platform for governments, Heidi has helped the business achieve market leadership by guiding go-to-market strategies that deliver 50% of pipeline, 20% YoY increase in share of voice, and significant improvement in NPS. Prior to Accela, Heidi was Vice President of Marketing at Singularity University where led a team responsible for educating and inspiring leaders to apply exponentially-growing technologies (like biotech, AI, and neuroscience) to create a more abundant future and help address humanity’s biggest challenges. Prior to Singularity University, Heidi served as Chief Marketing Officer at Mark Benioff-backed CloudWords. She also has previously held senior marketing executive roles at enterprise software and technology leaders including Autonomy, Interwoven and Polycom. She began her career in media Taipei, Taiwan, followed by 8 years at Business Week magazine in New York City. Heidi spent a combined 10 years working overseas in Singapore, Germany, Taiwan, and Hong Kong. Heidi dedicates her non-day-job time to mentoring, advising, and creating the leaders the world needs today.. Heidi is President of the Women Executives Channel Advisory Board, a member of the Board of Directors for the global non-profit Rising Worldwide, executive sponsor of Accela's Diversity Equity & Inclusion Employee Resource Group, and a member of Chief and the Athena Alliance. Heidi is a past Co-Chair of National League of City’s Corporate Partners Leadership Council, is a Business Mentor at Bishop Ranch Intelligence Innovation Accelerator and CITRIS Accelerator at UC Berkeley, and was an Adjunct Professor of Business Strategy at San Francisco State University, College of Business. Heidi earned her M.B.A. in International Strategy from New York University’s Stern School of Business and her B.A. in East Asian Studies from Middlebury College, where she learned to speak Mandarin Chinese. What you’ll learn about in this episode: How important it is to balance being human in marketing and not solely focused on data (although still important) Keys to success in building a high-performing marketing team How to balance the quest to drive results with building a magnetic brand The value of being focused on purpose in addition to profit and how that can inspire and uplift teams Additional resources:
/episode/index/show/abravenew/id/24900237
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Data-Driven Marketing with Erich Ziegler
11/02/2022
Data-Driven Marketing with Erich Ziegler
Erich Ziegler is the Interim GM, EMEA at CircleCI. He is incredibly calculated in his decision-making and is laser-focused on prioritizing the most important business drivers to achieve impactful results. Since joining CircleCI six years ago, Erich has risen to the challenge of building a team that successfully markets to developers. In that time he’s delivered >100% year-over-year growth, which is largely due to his data-driven marketing approach. Prior to CircleCI, Erich led marketing teams at RingCentral, Intuit, PayCycle, and Netflix and was featured in the 2020 documentary, “Netflix vs the World” for his role in their hypergrowth. What you’ll learn about in this episode: The system Erich created while at Netflix to manage and maximize demand gen efforts and why it worked so well How the model Erich created at Netflix for a direct to consumer brand transitions into the B2B space How to cultivate the relationship between marketing and sales successfully Thoughts on what marketing trends that might stick and which ones might fade over time Advice for new marketers about how to increase their expertise in marketing and to win others within their organization, especially in leadership Additional resources:
/episode/index/show/abravenew/id/24872262
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Driving Growth Via Questions, Curiosity, & Analytics, with Michael Freeman
10/19/2022
Driving Growth Via Questions, Curiosity, & Analytics, with Michael Freeman
Michael joined Skilljar with 20+ years of marketing, strategy, and operations experience across a broad set of industries, from startups to the Fortune 100. Most recently, Michael was the CMO at Certent (acquired by Insightsoftware), a SaaS provider for equity management and financial reporting software. Prior to that, he held a number of roles of increasing responsibility and leadership at companies such as Adaptive Insights (acquired by Workday), Highfive, ShoreTel, Mecalux, Teleflora, The Walt Disney Company, and Maersk. Michael has a BA in Communications Studies from University of California, Los Angeles and an MBA, also from UCLA – The Anderson School of Management. What you’ll learn about in this episode: How layering a customer education strategy in with the rest of your marketing efforts can be a great customer attraction and retention strategy Some of the ways that measure the success of a customer acquisition strategy The difference between reporting and analysis and insights What the keys were to great inbound marketing in 2022, and now heading into 2023 How platforms have evolved and changed to help us do better inbound marketing Additional resources:
/episode/index/show/abravenew/id/24669450
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Building Authority Through Public Speaking, with Michael Port
10/12/2022
Building Authority Through Public Speaking, with Michael Port
Michael Port is the author of nine books, which have been translated into twenty-nine languages. A few of them have become perennial bestsellers and made it onto such lists as the New York Times, the Wall Street Journal, and USA Today. Some have won awards from 800-ceo-read and Amazon. After delivering thousands of paid speeches on the world’s biggest stages, Michael and his wife, Amy, built Heroic Public Speaking HQ , a performance training center, to develop and nurture the next generation of professional speakers along with CEOs and founders, bestselling authors, business owners, and people leading movements and advancing important causes. More at . What you’ll learn about in this episode: Tips for staying focused and energized while working at a high level across many things at a time The difference between a thought leader and and influencer The formula for creating a sustainable speaking career The importance of intentionality behind the speaking process The two things that reduce nerves when you're going to give a speech How you develop fractals for speaking so you can effectively spread your ideas and help your overall efforts at building influence as a leader Additional resources:
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HubSpot Deep Dive, with Ben Slager
09/14/2022
HubSpot Deep Dive, with Ben Slager
Ben Slager is a seasoned account manager currently working as Principal Customer Success Manager at HubSpot. He resides in Seattle with his wife and Siberian cat, Ladyhawke. Ben has extensive experience managing customers and helping them solve complex challenges. He’s worked in a broad spectrum of industries from non-profit fundraising to healthcare to tech. Ben holds a Bachelor’s degree in Business Administration: Marketing from Dordt College. Away from work, you can find Ben supporting all the Seattle sports teams, playing indoor soccer, campaigning with his friends in D&D, or relaxing with his family on the couch. What you’ll learn about in this episode: The important role listening and asking good questions play in solving problems What HubSpot product releases/enhancements announced at Inbound 2022 Ben is most excited to share with his clients How HubSpot has evolved it’s platform to better serve large enterprise clients , it’s capabilities and how it helps HubSpot fulfill on the promise of being an all-in-one CRM Ways you can utilize even if your business doesn’t need a customer help desk or ticketing system Simple hacks Ben has learned to keep your HubSpot portal running efficiently and smoothly Additional resources:
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Content, Creativity, & Storytelling, with Brad Steinbacher
08/31/2022
Content, Creativity, & Storytelling, with Brad Steinbacher
Before he entered the world of marketing, A Brave New’s Content Director Brad Steinbacher spent 14 years as a journalist and editor at Seattle’s leading alternative newspaper The Stranger. His marketing work has included creating content for Fortune 500 companies, political campaigns, and penning opinion pieces for former members of Congress and professional sports stars. At A Brave New, Brad guides and oversees all content for clients, ensuring brand guidelines and voices are followed, and generating new ideas for content delivery. In his free time, Brad enjoys sports, playing video games, and pretending that he’s not actually middle-aged. What you’ll learn about in this episode: Brad’s journey from journalist to seasoned content professional The lessons that Brad learned in the newsroom that have helped he and his team create better content for clients Ways to keep your content fresh when it feels like you’ve exhausted every single approach to your content How to find inspiration (especially by reading nonfiction and unplugging from technology) How brands can level up their content game The important things companies need to think about as they use content to build brand differentiation Additional resources:
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How To Effectively Roll Out Your Brand, with Josh Dougherty
08/17/2022
How To Effectively Roll Out Your Brand, with Josh Dougherty
Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, account-based marketing strategies. What you’ll learn about in this episode: Why a disciplined band rollout process is necessary The length of time it will take to for people to start internalizing the brand and repeating it back to you The difference between brand and marketing Why a brand rollout must be treated as more than ust a marketing campaign How to effectively roll out your brand to the two most important groups of people: your team and your customers The key elements of a brand implementation plan What to think about when planning and executing your internal and external launches How to leverage a content strategy and ongoing brand training to maintain momentum over the course of the first year after launch and into the future What do do if you realize that you’ve gone off course 3-5 years after your brand launch and once again sound like everyone else Additional resources:
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The Power Of Brand, with Fabian Geyrhalter
08/03/2022
The Power Of Brand, with Fabian Geyrhalter
Fabian Geyrhalter is a brand strategist and creative director who was born in Vienna, Austria and has been living in Los Angeles for well over half his life. He understands that any venture can turn into an admired brand if developed in an intrinsic, holistic, and methodological manner. Fabian has deep expertise in guiding companies through their brand transformations and has been sought out by companies such as Marriott International, Warner Brothers, Match Group, Honeywell, Kaplan, and Randstad. His thoughts on branding have appeared in publications like Inc., Forbes, Entrepreneur, and The Washington Post. All three of his books became international Amazon best-sellers and turned into go-to resources for entrepreneurs and marketers alike. From his Resonaid brand strategy workshops to the Hitting the Mark podcast, Fabian is in a constant stimulation cycle, which is clearly visible when he advises clients or shares his insights with his followers. In 2022 Fabian launched a product startup, Toneoptic, which brings innovation, coupled with his brand-thinking, to the vinyl record storage system space. What you’ll learn about in this episode: How Fabian’s fascination in logos as a child grew into a passion for building brands that build authentic emotional connections with Why every company must invest in brand if they want to succeed How brands like succeed by being bold and focusing on a narrow niche How early stage startups can leverage great branding to ensure their product gets noticed Why B2B brands should loosen up and realize they are building connections with people, just like everyone else Why emotions lie at the core of any great brand How to break through any mental blocks as you’re trying to uncover the emotions behind your brand How to go about naming creating a great name for your company Additional resources:
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How Trust Builds High Functioning Teams, with Hunter Gatewood
07/13/2022
How Trust Builds High Functioning Teams, with Hunter Gatewood
Hunter Gatewood teaches individuals and teams how to build their dream team through tactical moves and healthy work relationships. His course “The Six Culture Builders for Team Leaders” is the shortest and most encouraging leadership program out there for people who lead from the middle of their organization. His experience includes work as a social worker and coaching change management and process improvement for 200+ work teams. What you’ll learn about in this episode: Hunter’s unique approach to coaching mid-level leaders in organizations to build strong and resilient teams Why trust is a vital component of any high functioning team The freedom that comes within a team to constructively disagree and push for better results when the team is operating in a high-trust environment What to look for to determine if your team lacks trust & how that relates to crabs in a bucket Specific how-tos that you can put in place with your team to start building trust now Additional resources:
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Marketing As A Catalyst For Growth, with Deepika Kumar
06/29/2022
Marketing As A Catalyst For Growth, with Deepika Kumar
Deepika is a marketing leader with over 20 years of experience in building global brands, driving revenue growth, and achieving business impact for technology companies. As the Chief Marketing Officer at CareJourney, she is responsible for the development and execution of the company’s marketing strategy, positioning, brand management, and demand generation programs. Prior to CareJourney, Deepika served in leadership positions at several well-known B2B companies, including Bloomberg Law (a Bloomberg, LP company), CEB (now Gartner), and Claraview (a division of Teradata) where she executed large-scale, global marketing programs for multiple SaaS products across the NA, EMEA, APAC, and LATAM markets. Deepika holds a Bachelor's degree in Political Science from Hindu College, Delhi University as well as Marketing certifications from the Cornell Johnson Graduate School of Management and the Thunderbird School of Global Management. She is a founding member of Chief D.C., the only private membership network focused on connecting and supporting women executive leaders. What you’ll learn about in this episode: The ways that marketing can serve as a catalyst to drive your organization forward How to evaluate the current state of your marketing efforts and determine the immediate next steps to take How to build trust and engagement with sales teams using data, results and conversations in order to ensure that you can drive results together Methods for developing a clear value proposition and communicating effectively with multiple complex audiences How Deepika’s approach changed during the pandemic, and what learning she’ll continue to utilize going forward What data Deepika leverages to determine the effectiveness of marketing efforts How to evaluate when to look for outsourced help for marketing efforts Additional resources:
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