Marketing Unplugged

Welcome to Marketing Unplugged, a podcast about the humans behind marketing. Co-hosts Mark Emond (fearless and open-minded leader of Demand Spring) and Elle Woulfe ( Senior VP of marketing, and self-proclaimed marketing nerd) hold insightful conversations with accomplished B2B marketers about the ways they use marketing to advance their ideas, their organizations, and themselves. Our goal is to help you become a more confident marketer.

Estelle Mense — The Marketing Career Longevity Project 05/20/2024

Doug Bewsher — Where is MarTech Headed? 02/12/2024

Doug Bewsher — Where is MarTech Headed? Join Doug Bewsher, a seasoned leader in Marketing and Executive at Arrowroot Capital, as he shares his insights into the dynamic world of MarTech. As the former CMO of Salesforce and Skype, Doug talks about the power of AI in B2B marketing, the lessons from his agency work at McKinsey, and the future of customer engagement. In this episode, Doug offers invaluable advice to young marketers, discusses the current state of MarTech, and explores the shift towards brand-focused strategies over growth and performance metrics. Key Takeaways: [1:50] A little bit about Doug and his diverse career path. [3:35] How did Doug’s knowledge in the B2C side help with the B2B industry? [7:15] What did Doug learn from his agency/consulting work? And, could he bring those skill sets into his client-facing work? [9:50] What advice does Doug have for young marketers who are just starting? [11:00] You have to be open and adaptable to the new changes that are coming your way. [13:15] Build a foundation of skills and really hone in on your craft. It’s a marathon; not a sprint. [15:20] What has the MarTech industry gotten right? What seems to be lacking? [19:15] Why is the world moving more heavily towards brand right now vs. growth/performance? [23:45] How should CMOs be thinking about AI? [25:35] The hard question around AI is how will it affect culture and work as we know it. [29:40] What will engaging prospects three years from now look like? Doug speculates on what the future might hold. [29:55] Digital tactics aren’t working quite as well. Still to this day, nothing beats face-to-face. [34:00] The speed at which things are changing is faster than what anyone can realistically keep up with. [42:15] People aren’t sure what the future will look like, so they’re also hesitant to invest in the “next new thing.” [46:45] What is Doug excited about in the next 12 months? [49:05] Doug answers some quick rapid-fire questions to end the show! Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/29884003

TJ Hager — Observations in Where the Future of Marketing Ops is Headed 02/05/2024

Sherri Kottmann — Best Practices to Elevate Teams and Embrace AI 01/29/2024

Sherri Kottmann — Best Practices to Elevate Teams and Embrace AI Join Sherri Kottmann, Chief People Officer at Quickbase, as she shares her extensive experience in human resources and her approach to creating a thriving workplace environment. In this episode, Sherri discusses the challenges of engaging and elevating teams, the partnership between CPOs and CMOs, and the evolving role of HR in today's complex business landscape. She reflects on the changes in talent management over recent years and emphasizes the irreplaceable value of the human touch in an increasingly AI-driven world. Key Takeaways: [1:00] A little bit about Sherri and her background in HR. [6:25] How do you create an environment that engages and elevates the team? [7:25] Leadership development programs make people feel good, but they don’t actually change anything. [11:35] Sherri recognizes the world is a lot harder now than when she was first on the front lines of sales. [12:05] HR departments are not as measurable. So it can be difficult to communicate its full value. [17:50] What has Sherri seen from a talent perspective over the last few years? [23:20] No matter how good AI is, it will always lack the human touch. [23:50] Every seasoned professional will have to get comfortable with partnering with AI. [29:55] If you’re on the hot seat to deliver, it can be such a big risk to try something so bold, but high risk = high reward. [30:10] What does a partnership between a CPO and a CMO look like? [35:15] A lot of companies have a sink-or-swim mentality for new employees on the job because they lack proper coaching and teaching structures. What has Sherri seen? [38:45] How can marketing leaders create an environment that helps the younger generation thrive? [42:35] Sherri believes it’s important to be ambiguous about the path of how the employee should go but not to be ambiguous about the destination/end goal. From there, you’ll see a lot of creativity come through. [45:45] Sherri shares some final thoughts and answers some rapid-fire questions. Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/29667843

What's In 2024 For Metrics, Marketing Alignment, Attribution & Content Strategy 01/22/2024

What's In 2024 For Metrics, Marketing Alignment, Attribution & Content Strategy In this insightful episode, co-hosts Mark and Elle dive into the findings of the Demand Spring 2023 Revenue Marketing B2B Benchmark Report. They discuss the significant progress in revenue marketing practices, with 50% of respondents believing they have matured in this area. The conversation also touches on the long-overdue tracking of revenue sourced by marketing, and the persistent challenges in aligning marketing and sales teams together. They also reflect on the effectiveness of a multi-touch approach in long sales cycles. Key Takeaways: [1:30] 50% of people believe they have mature revenue practices. Elle believes we’ve really come a long way! [5:25] Elle notices that technology companies tend to be a lot quicker in adopting “newer” marketing methods compared to more traditional industries. [7:55] Companies tend to underestimate expansion opportunities and marketing channels can really help them unlock it further. [11:50] Companies are only just now tracking what revenue is being sourced by marketing. Why did it take so long? [13:40] Marketing and sales alignment is still a big challenge for many organizations. [15:55] Sales and marketing people are wired very differently. [17:20] How do you achieve true sales and marketing alignment? [22:55] There’s not a single business in the world that would not benefit from better data-analysis rituals. [24:55] A lot of companies had a strong Q1 and Q2, but people were struggling in Q3 and Q4. [30:25] Mark explains why a multi-touch approach in a long sales cycle makes the most sense to him. [33:25] Mark reads out loud the content marketing results and the percentage of how many organizations are actively managing/thinking about their content strategy. [35:30] Elle and Mark share some of their final thoughts and talk about what’s next for 2024. Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/29535148

Marketing in the Midst of Change: 2023 Reflections, Challenges, and Innovations 01/15/2024

Jodi Cerretani — Best Practices in Creating Shared Team Accountability in B2B Marketing 06/12/2023

Adam Schoenfeld — Marketing in the Early Stages of a Startup 04/27/2023

Angela Earl — The power of leadership and a growth mindset 04/20/2023

Scott Rabschnuk — Navigating the complexities of healthcare marketing for better outcomes 04/11/2023

Buell Duncan — The key to successful cross-functional collaboration 03/30/2023

Buell Duncan — The key to successful cross-functional collaboration Buell Duncan is an anomaly having spent his entire career at one organization. Buell has held many executive roles throughout his tenure at IBM, starting in one of the unlikeliest places for a marketer: sales. In this episode, Buell shares valuable advice on how marketers can strengthen critical relationships with sales, IT, and finance teams. He also emphasizes the importance of understanding customer needs and implementing a data and measurement infrastructure to justify marketing spend, a critical initiative in today’s economy. Key Takeaways: [1:40] a reflection on Buell’s 40 year career and whether he could have predicted it to progress as it did.A little bit about Buell and his four decades of expertise. [6:30] How do you advance in your career Want to achieve your goals? Focus on today. [9:15] It’s not as important where you go to school., it’s important to stay connected after you’ve finished school. [10:15] Buell started his career in sales. Why did he switch to marketing? Should all marketers start in sales?transitioned from sales to marketing. How did that happen? [13:00] Buell didn’t know anything about marketing when he got put in a marketing position, but he did understand people and he understood he needed to build his team with industry experts to help the department succeed. [18:00] How did Buell develop great relationships throughout his career? [20:50] What are the most important relationships to develop as a CMO? [26:15] How does IBM structure its meetings differently than other companies? [27:40] How should marketers think about their relationship with IT departments? [32:15] How should marketers approach their relationship with the finance department? [36:35] Buell has mentored several generations; what has he liked the most out of the latestyounger generation of marketers? [42:50] What keeps Buell up at night? [47:10] Don’t assume the answer until you’ve really done the work. [48:55] Buell answers some rapid-fire questions. Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/26392170

Mark Stouse — The journey from CMO to CEO 03/06/2023

Audrea Laffely — Navigating the customer and buyer journey in today’s digital world 02/09/2023

Laura Marx — A CMO’s journey: From marketing professional to leader 01/13/2023

Carlos Hidalgo & Pam Didner — The 2022 B2B Marketing Wrap Up 12/16/2022

Chris Arrendale — The Art and Science Behind Email Deliverability 11/30/2022

Ramli John — A Product-Led Approach to Marketing and Customer Retention 11/03/2022

Marissa Homere — How to Grow Your Skills Rapidly in Marketing 08/08/2022

Jeff Wright — The Best Ways to Remove the Three Big Barriers in Marketing 07/12/2022

Jon Davies — Driving Transformational Change in the Financial Sector 07/07/2022

Delia Garced — Invite Diversity to the Table Where Decisions Are Made 06/29/2022

Delia Garced — Invite Diversity to the Table Where Decisions Are Made Delia Garced is Senior Director of Demand Generation at Waters. For the past 30-plus years, Delia has been leading and building global marketing teams at some of the world’s biggest companies, including GE, where she served as a marketing leader for close to 25 years. She’s a strong believer in diversity in the workplace and tries to foster inclusive teams. In this conversation, Co-hosts Mark Emond and Elle Woulfe talk with Delia about her involvement in advancing the leadership opportunities through the Latinx Executive Alliance, how GE shaped her leadership style, and how to lead GenZ team members, and her love of both the Gulf Coast and her native San Juan. This is an episode you won’t want to miss! Key Takeaways: [1:13] Mark welcomes Delia Garced to Marketing Unplugged. Delia has a career path of over more than 25 years, from GE to Waters. [2:55] Delia’s first part of her career was linear in sales up to a management role. [3:44] Delia has a lot of curiosity. She tells about moving from sales into marketing and more. [5:17] Delia’s last role at GE was very focused on enabling and driving change in the organization. It was time to become more digital. [5:52] Delia also worked in the accelerating leadership program in marketing and sales to build the next generation of executives, who became the early adopters of marketing automation. [6:37] Delia shares her experiences at GE during the Jack Welch and Jeff Immelt eras. She has observations about both leaders. [9:47] Jack Welch would look to exit a market where GE wasn’t No. 1 or No. 2. Delia says, “We have to be the best that we can be in what we’re doing,” and ties that back to Jack Welch. [11:40] Delia tells of her involvement with the Latinx Executive Alliance. She is an advisor to the board. She wants to see Latinx representation at the table where decisions are being made. [14:25] Delia was also Co-chair of GE’s Hispanic Forum with about 200 volunteers in the group. Leadership showed them that diversity really matters. [15:53] Delia advises joining an Employee Resource Group for the opportunity to network with people from various business units, get training, and have more exposure within the company. [18:15] Elle is the executive sponsor of an ERG at the company where she works. She finds that attaching herself to a community spread across the company was very helpful. [19:18] Elle asks about creativity. Marketing has evolved so that you need to bring creativity with data. You have to be creative to engage with your customers while doing what drives results. [21:05] Do new marketers have gaps in their skill set? Delia would love for them to participate in summer internships and see what the jobs are about. What they learned in class is not enough. [22:48] Do something differently. Delia cites an IHOP campaign when they “changed their name” to the International House of Burgers. It made people stop and think. Try to do that for people. [24:10] Delia talks of change management and driving transformation. Delia tells how Waters learned to engage with customers differently than before. It required doing things differently. [26:27] Mark notes that people are the hardest part of change management. [26:53] What is Delia’s leadership style? She wants people to understand the options that they have to make decisions and do their job. She defines the principle by which she hires people. [29:20] Mark and Delia discuss the differences between leading GenX, Millennials, and GenZ. GenZ is purpose-driven. For them to succeed, they need to feel a connection to the outcome. [32:13] What is your hallway reputation? Delia describes how she works with it. [36:09] How does Delia balance her work and life and likewise encourage the people she works with? She disconnects on the weekends and exercises. She sets an example for her people. [39:12] Elle rarely checks her email but is on Slack all day long to be super responsive but disconnects from it when she is with people. [39:59] Where would Delia visit in the U.S.? Montana, for the expansiveness! [40:00] Delia tells of her favorite place where she has lived. Florida means family! Going out in the open air and being in the sun, helps Delia refresh and recharge. [42:10] Snow or sun? Sun! Elle and Mark agree, too. [42:52] East Coast or West Coast? Delia takes this down to Florida. She loves the Gulf Coast for the slower pace of living over Florida’s East Coast. For all of the U.S., the West Coast. [43:28] Go to the gym, or exercise at home? Classes at the gym! She gets competitive. [43:49] Book or movie? Movie! Last seen, The Lost City with Sandra Bullock and The Batman! [44:29] Coffee of tea? Diet Coke! [44:46] San Juan or Sarasota? San Juan! Her culture is calling her! [45:22] Who are three people, past or present, you would love to have dinner with? Her parents, from the past. Her international teams, from the present. There’s nothing like sitting face-to-face just for the enjoyment of each other. [47:37] Elle and Mark thank Delia for the great conversation! Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/23574299

Erin Blaskie — A Multi-Passionate Marketing Leader 06/09/2022

Erin Blaskie — A Multi-Passionate Marketing Leader Erin Blaskie is a fractional CMO, a mom, a mental health advocate, an entrepreneur, a TEDx speaker, a travel blogger, and more. In 2004, when she was just 21, Erin started a marketing consultancy business. Since then, she has worked with the leading brands, improving their digital presence and branding. She’s passionate about helping her community and she’s a firm believer that something amazing can be created from nothing. Host, Mark Emond, and Erin talk about their humble upbringings that helped create the drive, hunger, and grit that they both have, why employee amplification is the most important aspect of a corporate social media program, how to do story-telling well, raising kids who are not entitled, and the three diverse guests at Erin’s fictional dinner table. Key Takeaways: [1:30] Mark welcomes Erin Blaskie to Marketing Unplugged. Erin’s multi-passionate! She tries recently not to monetize every hobby! She’s focusing on her bringing her business to a niche. [3:19] Erin’s schedule is structured around her children’s day. Erin works with clients on software product launches, branding, communication, and in her Fractional CMO roles. [5:28] If Erin has more work to do, she finishes it before 5:00; the rest of the day is for family. [5:46] Erin is going through a brand exercise about niching down in terms of her offers and maybe the clients she works with. [6:16] Erin describes the variety of work she may do in two hours. It’s chaotic and she likes it! [7:08] When Erin was young, if she wanted cool clothes, she had to figure out how to buy them. That inspired her entrepreneurial nature. She became very creative and resourceful. [9:41] Erin continued with bake sales, lemonade stands and selling roses to romantics at a bar, all from the necessity of providing money for her wants. [10:25] Mark’s family’s financial struggles bred a hunger and grit in him. He and his wife are financially secure; how do they create that hunger and desire to strive in their children? [11:44] Erin’s children want for nothing, but she doesn’t buy them everything they ask for, and she sets clear boundaries for them. She sets an example of working openly in front of them. [13:34] Mark taught his daughter the most important word that parents can say to their child. She still doesn’t love the word! [14:14] Erin teaches children to prioritize self-awareness, emotional intelligence, and mental health; how to talk about those things, get in touch with feelings, and realize their impact on others. [15:09] Erin teaches her daughter to set boundaries for herself. [16:26] According to the Small Business Trends Alliance, in 2020, only 27% of small businesses were owned by women. Erin is happy about her privilege of being able to pick her clients. [18:39] Erin went back into the tech corporate workforce and it opened her eyes to the opportunity disparities between men and women, especially women with children. [20:38] Erin is encouraged by the growing rate of female CEOs coming into tech startups. [21:55] Are organizations authentically implementing Diversity, Equity, and Inclusion? It doesn’t work to say “We can’t find anyone diverse!” Network more! Reach our farther! [25:55] How can organizations do better at connecting with customers and engaging hearts and minds? Marketing is talking to people about problems and solutions. People relate to stories. [27:50] Companies go wrong by not spending the time to understand deeply the customer and the customer’s problem. You have to understand the customer before selling your features. [29:03] Ditch the idea that the business is metrics alone. It’s people talking to people. Make them feel seen and heard and that their problems are being solved. Also, inspire and educate. [30:13] A lot of startups are started by product people. They need to focus on the market and the people. Erin helps founders get closer to the market by having them talk to the customers. [32:39] Erin works a lot with startup accelerators and the startup founders are more focused on the technical side than on marketing. Often they resist her expertise until they see they need it! [33:36] Erin gives suggestions for corporate social media. Focus on the voices in your company. People follow people! The C-Suite and others can champion the product on social media. [36:05] When you share content, it is useless to just leave it there without interacting with commenters. Engage! The secret sauce is getting the C-Suite invested in social media. [37:35] You’ve got to understand your culture and what your people will champion on social. Break down corporate walls and be very human. [38:06] Mark and Erin discuss individual anxiety, depression, overwhelm, and mental health. Erin has worked hard to prioritize self-care in the last few years and cut her work hours. [41:13] What changed for Erin was to get very clear on what was important. It wasn’t accomplishments and accolades. She wants her work to enable the life she wants to have. [42:40] If Erin starts to feel anxious, stressed, or burnt out, she immediately cuts back. There’s only one of her. She also credits therapy for helping her. [44:53] Erin defines her success. For Erin, it’s not expensive cars or mansions, it’s work she loves, family time, and getting out and hiking. Don’t try to keep up with the Joneses. [45:35] Erin discusses her travel blog, Fearless Travels. The pandemic has been hard on travelers! Travel pulls Erin out of her routine! She goes off-grid and doesn’t bring her laptop. [47:01] Ireland is a place on Erin’s travel bucket list, but if she could go anywhere right now, it would be Zion. She recommends the Angels Landing hike. [48:03] Legos or video games? Erin has a Lego photography Instagram page, but for now, she picks video games: World of Warcraft on PlayStation or gaming PC. [48:59] Winter or Summer? Summer, but really Fall! Summer is really hot for hiking. [49:20] Speaking or Writing? Speaking, because Erin really likes the connection to the audience. [40:30] Running or yoga? Yoga. Erin has a story about that! She has run a 10K once. [50:21] Avocados or chocolate? Avocados! [51:00] Blogs or vlogs? Vlogs. Erin likes what you can convey in a video, [51:32] The three people Erin would invite to dinner. Her family! Or, Elon Musk (about Twitter), rock climber Alex Honnold (about El Capitan), and Erin’s grandfather, (an OG entrepreneur.) Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/23375066

Jefferson Darrell — Brand Authenticity in Diversity and Inclusion Initiatives 05/10/2022

Jefferson Darrell — Brand Authenticity in Diversity and Inclusion Initiatives Jefferson Darrell is the Founder and CEO of Breakfast Culture, a firm that helps organizations embrace inclusion and diversity and helps them overcome any challenges they might face in the process. Although Jefferson began his career as an engineer, he found his love and passion in marketing communications and public relations. In this episode, Jefferson shares his background and how he came to be a voice and advocate in the diversity inclusion space. He breaks down what’s still needed from companies today, and how we can be an ally to others. Key Takeaways: [1:50] How did Jefferson get involved in change culture and the work that he’s doing today? [6:15] Jefferson didn’t realize marketing was a career until he explored his love for writing in the workplace. [10:10] Jefferson shares how he first began his career in diversity and inclusion. [12:05] When you come up with a problem, you need to come up with a solution. Recognizing this, Jefferson went back to school to learn more about HR logistics. [15:55] Why did Jefferson create his company, Breakfast Culture? [18:50] When you break bread with different cultures, you find commonalities. [20:50] Jefferson shares what Breakfast Culture’s brand promise is and how they help organizations better their culture to be inclusive for everyone. [26:00] Actions speak louder than words. People notice when you’re making an effort vs. trying to hit a quota. [30:25] When D&I is included in marketing strategy, revenue goes up. But why is that? Jefferson breaks this down. [35:00] No matter where you come from, we do come with certain privileges that we need to be aware of. [39:50] What works when it comes to D&I? And what doesn’t work? [44:00] It’s not always what you do, it’s how you do it. Jefferson provides an example of what this looks like. [50:45] Looking back, Jefferson wishes he could talk to his dad, who has now passed, and ask him some key questions and get some perspectives from him. Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/23062040

Lisa S. Jones — What It Means To Be Seen, To Be Heard, and To Be Felt 03/09/2022

Lisa S. Jones — What It Means To Be Seen, To Be Heard, and To Be Felt Lisa S. Jones is the Founder & CEO of EyeMail Inc. and for more than 17 years, she has continued to be a catalyst for digital disruption and prolific innovator with multiple, patent-pending technologies in the email and texting platforms. She is a board member of the Technology Association of Georgia Diversity and Inclusion and volunteers at the local chapter of the Women in Technology Association. In today’s episode, they talk about where she draws her inspiration from and what keeps her going. She also shares her insights on the power of email and the power of women in leadership. Key Takeaways: [2:30] Lisa talks about how she started her career and the moment that redefined her journey. [4:50] She shares the story of how EyeMail was born. [6:40] Lisa shares why her story is fundamental in celebrating human connection. [9:30] Building the brand requires focus and determination. Lisa shares how other people questioned her brand while she was building it. [10:10] Where does Lisa’s entrepreneurial spirit come from? [13:00] Lisa talks about working for NASA and how it enlightened her. [14:55] How can videos enhance better results in emails? [17:30] Lisa talks about how EyeMail can be adopted in both B2C and B2B marketing. [18:30] What makes an email stand out to Lisa? [21:30] Marketers are constantly competing for the customers’ attention. It’s a marketer’s duty to get creative and captivate their attention. [22:50] How do you become more inclusive when using email as a marketing channel? [25:45] Why do marketers need to get into the video space? [27:50] Lisa also talks about one of the challenges that marketers have had in the past with video and email and how EyeMail has solved that. [29:50] What does Lisa predict to be a big trend in marketing? [31:10] Lisa also talks about video and text messaging becoming a trend. [32:40] Lisa’s EyeMail team is incredibly diverse. She explains why that is important for her. [35:30] What are some leadership practices that can create a positive work environment? [40:00] Everything might not be perfect but personalization counts. Lisa explains why. [41:20] Being a black female executive, Lisa shares what her journey was like and how that has evolved. [45:00] Lisa answers This or That questions. Learning or teaching, find out what she answered! [48:55] Who are the three people (past or present) Lisa would have dinner with? [53:45] Lisa would love to have dinner with Sylvester Stallone. She explains why. Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/22385993

Kathi Kaplan — Be A Visionary 01/04/2022

Michele Grieshaber — Trust and Shared Purpose Create Community 12/21/2021

Michele Grieshaber — Trust and Shared Purpose Create Community Michele Grieshaber is a CMO Advisor to various groups as an independent business and marketing consultant. She has an impressive background working with IBM in executive marketing roles for almost 20 years and later on transitioning to smaller organizations where she held the CMO role for companies like Silicon Labs. In this episode, Michele talks about how to create culture and community in an organization, as well as the harmony between customer-centricity and being product-led. Key Takeaways: [3:45] Getting into consulting, Michele shares how she learned to manage her time and set her boundaries so she would not overcommit herself. [7:50] How does Michele determine the time to dedicate across the diversity of interests and commitments she has? [9:25] Michele also shares her journey from having a Ph.D. in Mechanical Engineering to becoming a CMO. [11:45] Working with huge organizations, Michele shares that company culture determines whether a company can thrive just as much as the service or technology that it offers. [13:55] There are two things that companies have that create the best cultures. Michele shares her own experience with these. [15:00] A sense of community is all about trust and shared purpose. [16:25] What made Michele shift from being a consultant to in-house? [19:50] Michele shares some of her experiences being a consultant and the different strategies she advised the companies she has worked with. [23:20] With an organizational culture issue, do you change your strategy to match the people or do you change the people to match your strategy? [25:40] Being a guest lecturer at the McCombs School of Business at the University of Texas, Michele shares what schools are now doing to prepare students for a career in B2B marketing. [27:25] Besides understanding how to set up and analyze campaigns, students need to also understand more about the technology that is being used today. [29:30] Can these types of skills be taught or will they only learn along the way? Michele shares her insights on this. [30:55] Michele also shares her experience with IBM traveling to Vietnam, as part of their corporate service corps. What did she learn through this experience? [33:15] Everyone has a different set of skills and tools but that diversity also brings a different level of excellence when your team comes together. [34:55] How can smaller organizations also apply corporate social responsibility and create an impact? Michele shares an example with one of the companies she worked with in Texas. [39:15] How do marketers take a stand in the brands they represent? [42:00] Michele shares her insights on the following topics: artificial intelligence in marketing, talent mobility, and product-led. [49:15] Being a science geek, Michele recommends reading The Age of Wonder, by Richard Holmes and Where Good Ideas Come From, by Steven Johnson and shares why she finds them fascinating. [51:40] Michele also talks about green building, sharing her experience in renovating their house in Austin, making it more sustainable. [55:20] Michele and “This or That” with her range of interests and diversity, which would she pick one over the other? Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/21570104

Joe Chernov — Marketing Authenticity and Deeply Connecting to Consumers 12/07/2021

Joe Chernov — Marketing Authenticity and Deeply Connecting to Consumers Joe Chernov is the Chief Marketing Officer at Pendo. He has been at the forefront of B2B marketing, creating impactful campaigns and strategies for various companies over his 20-plus-year career. Before Pendo, he was the CMO of two Boston startups, Robin and InsightSquared, which was named the most awarded sales intelligence company in tech. He takes huge risks and reaps huge rewards. What are his keys to marketing success? Listen to this week’s episode to find out more. Key Takeaways: [1:35] Joe shares his journey from his double major to becoming a marketing executive. [3:50] He almost joined Eloqua but he was ghosted and they hired someone else. So when they called him back a year later, what did he do? [5:35] What is the key to building a peer community in tech that evolves so quickly? [8:20] Joe shares Pendo’s struggle in seeing brands as a demand generator and how they shifted that into brand surveys. [10:30] It takes practice to input data into your planning and decision-making. The lines aren’t always clear. [13:15] Churn is death. Joe shares a story of how he and his team turn a churn into a million dollars. [15:55] A good customer marketing program gets closer to a customer at the right time, not when they are about to go to a competitor. [17:30] Choosing a cause that is meaningful to that organization is becoming an expectation in today’s working generation. [19:35] Joe explains his analogies, The Dragon Slayer and the Patron Saint, two ways on how to build a brand. Which one is better? [28:40] Technical marketing vs. content marketing. Joe shares what got him into writing and how it is important to marketing. [34:10] Joe talks about his live event, Pendomonium 2021, and how important that was to create his community at Pendo. [37:35] Joe also answers “This or That” questions. [41:30] To close, Joe shares his thoughts on the biggest growth areas in marketing for the next five years. Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/21397535

David Gaudet — Get Curious, Get Out There, and Reinvent Yourself 11/23/2021

Mark Emond and Elle Woulfe — Introducing Our New Co-Host! 11/09/2021

Carla Johnson — B2B Storytelling Done the Right Way 04/22/2021

Carla Johnson — B2B Storytelling Done the Right Way Carla is a world-renowned storyteller, an entertaining speaker, and a prolific author. Her work with Fortune 500 brands serves as the foundation for many of her books. Her tenth and most recent book, RE: Think Innovation, busts the myth that innovation is something that requires a specific degree or special training. Consistently named one of the top influencers in her field, Carla regularly challenges conventional thinking. In this week’s episode, Carla dives right into what B2B marketing is lacking when it comes to storytelling, and how to fix it. Key Takeaways: [2:15] What’s a typical workday like for Carla? [310] Carla shares the 90/90/1 productivity philosophy. [7:15] How did Carla get her start in marketing? [10:10] There’s a lack of understanding when it comes to storytelling and its role in B2B marketing. [17:20] People are hardwired for stories. [19:35] Start with facts and figures? It releases stress in the body. Start with a story? It releases dopamine. [20:25] You can’t prove yourself into a purchase with a customer. [22:15] How has Carla’s background in engineering and history helped her become a better writer? [27:35] When does it make sense to outsource the CMO role? [31:15] Let’s talk about innovation. Carla shares what she’s seen over the years. [34::55] What are some of the best ways marketing leaders can drive a culture of innovation? [39:15] Saying you’re innovative is one thing. Actually doing it is quite another. [42:15] Innovation is everybody’s business. 90% of innovation happens outside of product yet 75% of the budget goes to product innovation. [44:50] Carla shares how the CDC leveraged innovation to better educate the public. [48:35] Carla relocated her family across the globe. Why is travel important? What was that relocation experience like? [53:35] Volunteering is a big part of Carla’s life. Everyone should take a moment to give back, even if it’s small. [55:40] What’s one piece of advice Carla would like to give her younger self? Mentioned in This Episode: /episode/index/show/marketing-unplugged/id/18796649

Marketing Unplugged

TOPICS