Marketing Unplugged

Estelle Mense is the VP of Marketing at Ascend Learning, a position she's held for the last four years. Before this, she also served as the SVP of Marketing at Blue Snap. Estelle brings a wealth of knowledge and insights into the marketing industry. In this episode, Estelle shares her journey into marketing, discusses an enlightening study she conducted on employee happiness and career longevity among marketers, and talks about the nuances of job satisfaction within the marketing field.   Key Takeaways: [1:05] A little bit about Estelle and her career in marketing. [3:20] What attracted Estelle toward marketing? [5:00] Estelle shares the study she's been conducting about employee happiness levels within the marketing industry and career longevity among marketers. [6:10] Do marketers actually ever retire? [7:35] There is a high level of job satisfaction among marketers. Why is that? [12:10] Diverse experience vs. specialized experience, which one is better? [19:55] More than half of marketers would have done things differently if they had to start over. Why is that? [24:10] Do marketers prefer working in a large corporation or a smaller company? [29:55] What have been some of the main takeaways that Estelle learned from this study? [33:35] Estelle answers some rapid-fire questions!   Mentioned in This Episode: Demandspring.com Ascendlearning.com Estelle on LinkedIn The Marketing Career Longevity Project    

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: Demandspring.com Arrowrootcapital.com Doug on LinkedIn  

TJ Hager is the Manager of Customer Success at Adobe and the creative mind behind MOPs Notes, a newsletter where he shares his insights and experiences in the tech and marketing industry. In this episode, TJ reflects on the challenges of working with a limited budget, the evolving expectations in customer support post-COVID-19, and the crucial role of marketing ops professionals in bridging the missing gaps in the market and driving business innovation.   Key Takeaways: [1:00] A little bit about TJ and his background in tech. [4:05] TJ looks back at 2023. It was definitely the year of “do more with less.” [7:45] Why did TJ start the MOPs Notes newsletter? [11:15] What are some of TJ's opinions on marketing operations roles and their very vast (and often unclear) scope? [13:25] What advice does TJ have for people looking to build an organic community the way he has with MOPs Notes? [15:20] How has TJ's newsletter helped with his career at Adobe? [21:30] Are companies striking a good balance between sales operations and marketing operations? TJ weighs in on his thoughts. [28:00] What keeps TJ up at night in his career and space? [28:55] Did COVID-19 change expectations on how we support customers? [30:30] TJ talks about what challenges will be coming up in the next 12 months. [32:30] Who truly owns customer success? [35:30] TJ answers some rapid-fire questions!  

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: Demandspring.com Quickbase.com Sherri on LinkedIn

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: Demandspring.com 2023 Revenue Marketing B2B Benchmark Report    

Join co-hosts Mark and Elle as they delve into the tumultuous yet transformative year of 2023 and its impact on the world of marketing. In this episode, they discuss the challenges marketers have faced during what Elle describes as a tech crash plus Mark's observations from his third economic downturn. They explore the necessity of innovation in marketing strategies, especially when budgets are tight, and the pivotal role of AI in shaping the future of marketing.   Key Takeaways: [2:50] This year has been brutal for marketers! [6:10] Elle believes we are due for a tech crash and this is what we're experiencing right now. [8:10] This is Mark's third economic downturn in his career. What are some of his observations? [14:15] With less money to spend, you have to get innovative with your marketing campaigns. [18:55] This is a crazy time to be alive. Companies that embrace AI will become the next big thing. [22:15] Elle shares her thoughts on product-led strategies. [28:05] How do you really identify a true expansion signal in the market? There are so many data points/factors. [33:25] What should seasoned marketers look for when hiring new talent? [34:55] Mark likes looking for candidates who are comfortable with being uncomfortable. [36:00] People's jobs will change. With innovation, there's a bit of chaos, new marketers need to be okay with that. [39:40] A lot of marketers these days have become project managers; which stifles creativity. [42:45] What has helped Elle the most over the past year?   Mentioned in This Episode: Demandspring.com 2023 Revenue Marketing B2B Benchmark Report  

Jodi Cerretani is the VP of Marketing at RollWorks, an account-based marketing platform for B2B Marketing & Sales. Jodi has more than 10 years of experience in leadership roles and has served in leadership positions at Vidyard, Kapost, and Kahuna. In this episode, Jodi shares how her MBA has helped her in her tech career and her philosophy on productive team pods and she gives the inside scoop on customer marketing.   Key Takeaways: [1:20] A little bit about Jodi and her background in marketing. [4:05] Why did Jodi go back to school to finish her MBA? [7:35] Jodi's work experience in addition to her MBA really helped her gain the confidence she needed to branch out into the business world. [8:45] How important is it to have an MBA when being in the B2B marketing field? [13:45] Jodi implemented a unique team structure called Demand Pods. What are these and how do they work? [17:40] Demand Pods are designed for team and culture alignment and to execute projects within a timely manner. [20:10] It's very hard to have shared accountability toward a common goal. You have to intentionally create it. [21:55] How does Jodi measure the buyer's journey? [28:25] What are some common metrics that Jodi relies on within her field? [30:45] Despite the KPI data being a bit overwhelming, Jodi is looking at four important buckets in her data. [35:10] What is Jodi's number one nightmare at work? [43:00] At the end of the day, everybody wants to feel valued at work. It's important that you connect the dots for your team on the work they're doing vs. the impact it has. [47:40] When you have a consistent and repeatable process, that's when your culture shifts. [48:00] Jodi answers some rapid-fire questions to close out the show!   Mentioned in This Episode: Demandspring.com Rollworks.com Jodi on LinkedIn  

Adam Schoenfeld is the Founder of four companies, including his latest venture, KeyPlay.io, a B2B SaaS product that helps with client account research. In this episode, Adam shares what's different between being a board member compared to being a Founder and some important lessons he's learned about resiliency when he was an NCAA athlete and he offers insight into what key player or person you should hire when you're in the very beginning stages of a company.   Key Takeaways: [1:00] When did Adam know he wanted to become an entrepreneur? [4:00] What lessons does Adam take away from being an NCAA athlete in college? [9:05] What is the role of marketing in the beginning stages of a company? Who should you hire first? [13:00] Your host, Elle, answers the question of who she'd hire first. [14:50] Adam shares his thoughts on how to scale a company as a board member. [18:45] What should marketing focus on when it comes to building value before an acquisition? [24:20] As Adam has founded four startups thus far, has the startup process gotten easier for him? [32:30] Layoffs are happening right now. What does Adam believe the future holds in the marketing sector? [38:40] What are Adam's thoughts on PLG companies? [43:25] What advice would Adam give aspiring entrepreneurs who dream of creating their own companies? [47:20] What has Adam learned about himself as an entrepreneur? [49:10] Adam answers some rapid-fire questions.   Mentioned in This Episode: Demandspring.com Keyplay.io Adam on LinkedIn  

Angela's career journey has taken her Executive Assistant to agency founder to holding marketing executive roles at leading software companies. In this episode, Angela shares her unique story and the lessons she's learned along the way. She offers valuable insights into leadership, mentorship, and the power of a growth mindset. Additionally, Angela discusses her passion for promoting diversity in the workplace and why she believes failure is a crucial part of any successful career.   Key Takeaways: [1:20] Angela shares her journey from administration to a flourishing career as a marketing leader. [3:15] Angela highlights the benefits of having good leadership early on in her career and defines the qualities that make a good leader. [5:20] As a mentor and mentee, Angela has been able to excel as a leader. She shares why. [9:00] What inspired Angela to take the leap into becoming an entrepreneur and founding her own agency? [12:00] Angela stresses the importance of the need to reframe how we look at work/life [17:50] Angela emphasizes that failure is not only okay, but it is a necessary part of the process. [18:50] Under Angela's leadership, a growth mindset is fostered, which she elaborates on. [23:20] Angela shares her thoughts on remote work vs. in-person work. [29:10] Angela discusses the importance of cultivating a more diverse work-force. [31:55] Angela answers rapid-fire questions. Mentioned in This Episode: Demandspring.com Portpro.io Angela on LinkedIn Mindset: The New Psychology of Success, by Carol Dweck

Scott Rabschnuk, Vice President of Strategic Marketing at Blue Cross Blue Shield of Massachusetts, has an extensive background in healthcare marketing. Scott much of his career as an Executive at Hill Holiday, where he led the healthcare practice, Scott has gained invaluable experience in the field. In this episode, he shares his wealth of knowledge and provides practical advice for marketing professionals looking to break into the healthcare industry.   Key Takeaways: [1:40] Scott shares how his BA in English has benefited his career in marketing. [4:40] Scott worked with Hill Holiday for 17 years and shares what he misses most working agency-side. [7:00] Scott reveals how he ended up in healthcare marketing. [12:10] Scott explains the challenges he experienced transitioning from the technology sector into healthcare. [14:15] Why did Scott move back to the client side? [17:35] Scott shares his experience of joining a new company after almost two decades and highlights the importance of learning the organization's rhythms, people, and culture as part of the onboarding process. [21:40] How does Scott structure and connect with his team now that everyone is working remotely? [25:00] What are some of Scott's biggest challenges as a marketing executive in the healthcare industry? [31:30] Scott discusses BCBS of Massachusetts's comprehensive approach to corporate citizenship rooted in health justice. [40:10] Why did Scott feel compelled to write an article about the Peloton, which at the time was having backlash for a poor-taste ad? [45:00] What advice does Scott have for the next generation of marketers? [48:10] Scott answers rapid-fire questions.   Mentioned in This Episode: Demandspring.com Bcbs.com Scott on LinkedIn    

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: Demandspring.com Irongatevc.com Buell on LinkedIn  

Mark Stouse is the Chairman and CEO of Proof. With an extensive CMO background, Mark shares his career history as well as lessons learned as a CEO, including how to get out of your own way and keeping your ego in check. Learn more about Mark's career path to becoming a CEO, the roles of leaders, as well as the top challenges in B2B marketing.    Key Takeaways: [1:40] An introduction of Mark and his education background. [4:40] How a degree in the liberal arts prepared him well for a career in marketing [6:55] How Mark transitioned from CMO to CEO [9:55] How Mark overcame the challenge of being heavily involved in the day-to-day marketing operations once a CEO [11:15] Life is a series of numerator and denominator relationships. Mark explains what this means. [13:45] Although Mark has become a much better person and leader, being a CEO has been the most challenging role he's taken on to date [17:30] Mark has a policy that he doesn't sell on LinkedIn. Here's why. [22:45] Are CMOs well suited to be CEOs? [31:00] What are the six responsibilities of a CEO? [37:35] What does Proof Analytics do? [45:45] Marketing is the first one to get their budgets cut because they do not have the data to prove their ROI [47:50] No matter how good Mark's marketing team did, they simply weren't taken seriously. Mark got into analytics to fix that. [49:10] Mark answers the rapid-fire marketing questions.   Mentioned in This Episode: Demandspring.com Proofanalytics.ai Mark on LinkedIn  

Audrea Laffely, the VP of Digital Transformation and Innovation at Rocket Software, and marketing executive has over 15 years of both agency and client-side experience. In this episode, Audrea shares her perspective on the customer experience, privacy challenges in the digital age, and the importance of ethical values in a company.   Key Takeaways: [1:50] Audrea is always prepared and ready to go! She explains how this mindset has helped her throughout her career. [4:00] What is the difference between the buyer journey and the customer journey? [8:30] When Audrea first joined Rocket Software, she created a service blueprint so that she could get everyone on the same page. [10:20] How was Audrea able to bring all stakeholders together to agree on this service blueprint? [14:00] Not only do you have to learn how to move fast in this industry, but you also have to be good at rallying different departments together. [17:00] How should marketers balance customer data? How much is too much? [22:10] Audrea is a NET impact member. What is that and why is it so important for the customer experience? [23:40] Audrea wants to work for an ethical company and she interviews with companies to double verify that they're true to their word and values. [28:00] What department should own the customer experience? [30:00] Where in the user experience and the user journey should the marketing expertise begin? [33:45] What should B2B marketers be aware of when executing on a digital strategy? [35:00] What is keeping Audrea up at night in the B2B marketing world? [38:45] It's so important to question the status quo and the real intention of why marketers are creating new pieces of content. [39:10] Audrea answers some rapid-fire questions!   Mentioned in This Episode: Demandspring.com Pamdidner.com Carlos on LinkedIn Pam on LinkedIn Leaders Eat Last, by Simon Sinek Atomic Habits, by James Clear  

Laura Marx is the CMO of RSA Security and has built and led global marketing teams throughout her career. As a remote worker for over a decade, Laura shares her thoughts on how to be a leader from afar, offers some solid advice to aspiring first-time CMOs, and shares her own journey from being a marketing professional to a leader.   Key Takeaways: [2:00] Laura got her start as a tennis instructor, how did she go from that to becoming a marketing lead? [4:30] How did Laura develop her skills as a leader while she was working from home over the last decade? [6:20] At one point in Laura's career, she was told she'd never be VP because she was remote. Leadership ended up changing and they were located all over, and she was later promoted. The mindset has to start from the top. [7:30] How do you foster a connection when you have a remote team? [12:00] Product marketing is really the center of the business. A good CMO should get good at this aspect of marketing. [14:00] Should CMOs have an MBA? [16:10] Why is Art of Possibility one of Laura's favorite books? [17:20] You have to question your assumptions. [19:10] What does a high-performing team look like? [26:20] Mistakes have to be part of the ecosystem that you're in. [29:15] What marketing challenges are keeping Laura up at night? [32:30] As a parent and executive, how does Laura find the right balance between work and parent life? [36:20] Laura answers some rapid-fire questions! [40:40] Being a leader means you have to make very difficult decisions and you're not always going to be liked for it.   Mentioned in This Episode: Rsa.com Laura on LinkedIn The Art of Possibility, by Benjamin Zander and Rosamund Stone Zander  

Carlos Hidalgo, Chief Revenue Officer at Demand Spring, and special guest Pam Didner, the Founder of Relentless Pursuit, join today's discussion to recap some important marketing trends that happened in 2022 and offer their insights on what marketers should be thinking about for the upcoming year ahead. They discuss everything from AI integration, to marketing and sales alignment, and so much more!   Key Takeaways: [2:30] Pam shares how she thought the year went, from a B2B marketer's perspective. [4:50] Carlos also shares his thoughts on how the year went. [9:20] What should marketers look forward to or be aware of in 2023? [14:40] Should you outsource the way you collect and manage data? [17:15] The way marketers are trying to connect different tools and dashboards together has been a huge roadblock. [21:20] There is a lack of a “puzzle master” that looks at all the pieces of technology and orients them to the marketing and business strategy. [22:45] With so many technology options out there, Pam and other marketers have a hard time honing down on what kind of questions they should ask to get the right answers they need. [28:00] Let's talk about AI. Can marketers rely on it? [32:45] Large firms are trying to figure out how to digitally transform because they realize their investors and customers are already ahead of the curve. [37:50] How do Pam and Carlos think about marketing and sales alignment? [41:40] The customer experience has to come from the top down to impact powerful change. [45:10] HR needs to be a stronger player going forward to help guide the CMO with a good change management strategy going forward. [46:50] Have a solid plan for what you want to do in the next 12 months.   Mentioned in This Episode: Demandspring.com Pamdidner.com Carlos on LinkedIn Pam on LinkedIn  

Chris Arrendale is the CEO and Founder of CyberData Pros and is a Privacy and Data Security professional. With more than 22 years of experience in the field, Chris has gone deep with email deliverability and tested the nuances of what makes an email successful. In this week's episode, Chris details what marketers need to know about email deliverability and why email is still not dead.   Key Takeaways: [2:40] Chris got his start at the company Silverpop, a place where he ended up meeting his wife! [3:15] What attracted Chris to security? [5:10] B-to-C marketers have it easier when it comes to email deliverability. [6:45] When it comes to email deliverability, what's a good balance to have between technical and content? [9:55] IP warming is the 2nd reason why marketers refuse to leave a marketing automation provider. [10:55] What makes an email so successful? [14:45] How are the EU and the U.S. different when it comes to privacy? [19:00] One of Chris's clients gave up sending emails to the EU because of GDPR and they were 30% of their revenue. [22:10] Why should you create subdomains? [25:00] Lots of states are passing their own privacy laws. What does that mean to marketers? [29:10] When it comes to privacy governance, who are the stakeholders? Is it legal? Is it marketing? [31:10] What happens if one of your customers wants to exercise “their right to be forgotten”? [39:40] What does the privacy landscape look like in the future? [44:35] Stop over-collecting data. [45:00] Chris answers a series of rapid-fire questions!   Mentioned in This Episode: Cyberdatapros.com Chris on LinkedIn Chris on Twitter    

Ramli John is a Podcaster, Engineer-turned-Marketer, and Author of Product-Led Onboarding, a book about how to turn new users into lifelong customers. In this episode, Ramli shares his thought process on what marketers need to think about when creating a product-led marketing strategy that's focused on the customer.   Key Takeaways: [1:50] How did Ramli get interested in marketing? [3:35] Ramli's background is in math and engineering; was the transition to marketing difficult? [6:15] What is product-led onboarding? [11:10] If something is too product-led, wouldn't you lose the customer in this process? [15:35] How should marketing and sales teams tweak their messaging in a product-led ecosystem? [21:50] Ramli shares examples of some great product-led companies on the market today. [29:30] What attracts Ramli to a product-led approach? [35:20] Ramli talks about the importance of a morning routine. [36:30] As a new father, what has Ramli learned so far? [38:15] Ramli answers some rapid-fire questions!   Mentioned in This Episode: Ramlijohn.com Product-Led Onboarding: How to Turn New Users Into Lifelong Customers, by Ramli John Ramli on LinkedIn Ramli on Twitter    

Marissa Homere is the VP of Marketing at Irwin, an investor relations and capital markets software company. She is a demand generation leader and for the last decade, she has built and scaled marketing teams in a wide range of industries. She is also an Instructor for the Modern Marketing Certification program. In this episode, Marissa shares her thoughts on the marketing industry as a whole, how young professionals can be best prepared for today's rapidly changing environment, and what it takes to succeed in a fast-paced agency role.   Key Takeaways: [1:50] How did Marissa break into this career field? [3:25] What advice does Marissa have about getting involved in social media as a career path? [7:00] What are some of the skillsets a good social media manager should have? What does Marissa look for? [8:45] If you are looking to grow rapidly in your skill sets, join an agency. [13:15] Marissa shares her strategy to grow a brand when they're brand new. [16:05] When it comes to content creation, how did Marissa get internal employee involvement to advocate for Irwin? [20:45] There's a big gap between college and real-world marketing needs. Marissa offers ways you can bridge that gap. [24:00] How can B2B marketers best be prepared for their roles? [30:50] How does Marissa define a healthy work culture? [34:55] Marissa talks about the logic behind her piece, “Be the Man You Want to Marry.” [37:50] Sometimes you need to get out of the way and let people share their voice. You can be an ally in helping people speak up. [42:15] Every conversation is better when there are different perspectives in the room. [48:10] Marissa answers some rapid-fire questions!   Mentioned in This Episode: Irwin.com Marissa on LinkedIn My message to you on International Women's Day  

Jeff Wright is the Senior Director of Revenue Marketing and Operations at Elastic Path and has been a results-driven leader for the last 20 years. In this episode, Jeff shares what he thinks about leading the younger generation, what he thinks about sales and marketing under the revenue umbrella, and how to remove barriers within marketing to make it all flow seamlessly.   Key Takeaways: [1:50] A little bit about Jeff and his work within RevOps. [4:40] How has the definition of demand center vs. RevOps changed over the years? [7:45] How does Jeff think about sales and marketing operations under the RevOps umbrella? [12:55] Jeff offers some insight into some of the questions he thinks about when trying to answer common customer needs. [13:40] Customers are reaching out through different interaction points, so you need to think about a central way to bring it all together. [19:20] What is Jeff's leadership style? [21:15] Learning how to coach others was something Jeff consciously had to work at getting better at. [23:15] Gen Z is a completely different management animal. What does Jeff think about this generation? [30:15] There are three barriers to marketing in today's environment: Technology, budget, and talent. How can we best remove some of these barriers? [36:15] One of the biggest challenges is sending work out and getting status work back. [44:20] Jeff believes you'll be seeing more DevOps positions within the RevOps umbrella in the next five years. [48:25] Jeff shares a fun discovery he's learned about his children recently. [56:15] Jeff answers some quick lighting round questions! [1:02:00] Jeff really admires his grandfather and wishes he was able to learn more from him before he passed.   Mentioned in This Episode: Elasticpath.com Revopscoop.com Jeff on LinkedIn    

Jon Davies is the Head of Marketing Technology Transformation at Fidelity Investments and has been a Global Marketing UX and Creative Technical Leader over the last 15 years. Jon understands there's a wealth shift happening among the millennial generation and shares insights in this week's episode on how to lead transformational change in an environment that is ever-growing. He also talks about some of the key things he's learned over the years from being a marketer in the financial services industry.   Key Takeaways: [1:30] What does a typical day look like for Jon? [4:25] Jon shares a little bit about his background and how he got his start in transformational marketing. [8:45] When exploring new industries and paths, Jon encourages you to not be afraid. [9:40] What surprised Jon the most about the financial industry? [13:45] What is Jon's leadership style and how has he had to adapt to the changing demands of the financial industry? [18:00] Jon talks about the shift in work models and whether remote work is here to stay in the financial sector. [19:10] When it comes to transformational change, how does Jon lead the charge in this arena? [24:15] How do we best target and serve the younger generation? [29:00] Jon uses the airline industry as an example of forced transformational change due to the pandemic. [34:45] Jon answers some fun rapid-fire questions! [41:15] Jon would be interested to meet and speak with Abraham Lincon.   Mentioned in This Episode: Fidelity.com Jon on LinkedIn  

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: Delia Garced on LinkedIn GE Latinx Executive Alliance Jack Welch Jeff Immelt Six Sigma at GE Hispanic Forum at GE Eloqua IHOP Slack  

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: Erin Blaskie, Fractional CMO Erin Blaskie on LinkedIn Fearless Travels Zion National Park  

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: Breakfastculture.org Jefferson on LinkedIn  

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: Eyemailinc.com Lisa on LinkedIn Eyemailinc on Twitter Lisa on Instagram  

Kathi Kaplan is the SVP of Demand Generation of UiPath, a leading automation company. With 30-plus years of experience in the industry and as a leader that can quickly make decisions, she shares her insights about creating a vision and how to motivate people to execute on that vision. She also shares her thoughts on how to modify business travel and host hybrid events in times of the pandemic.   Key Takeaways: [1:40] Kathi talks about her guiding principles to recruit, retain, and build collaborative, high-performing teams. [3:05] What is Kathi's key to recruiting and interviewing? [4:52] Kathi shares how she assesses risks and makes decisions. Sometimes you just need to be fearless. [7:00] With the pandemic, Kathi talks about how marketers can optimize both hybrid and digital events. [12:25] Kathi shares her experience starting her career with Apple and NeXT, working with Steve Jobs, and the different company cultures she was able to engage in. [15:45] Vision and culture need to start at the top. Each company varies in this based on who is leading. [16:35] Executing programs on diversity and inclusion, what were Kathi's learnings, and how does she use these in her role today? [20:25] Kathi is passionate about teaching and motivating people. But what is it that motivates her? [22:20] Kathi talks about the importance of mentoring, the sense of giving back, and how companies are now adapting programs around that. [25:50] Learn more about Kathi as she answers This and That questions! [37:30] Kathi shares three people she would love to have dinner with and why Stephen Curry is on that list.   Mentioned in This Episode: UipPath.com Kathi on Twitter  

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: The Age of Wonder: The Romantic Generation and the Discovery of the Beauty and Terror of Science, by Richard Holmes Where Good Ideas Come From: The Natural History of Innovation, by Steven Johnson Michele on LinkedIn  

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: Pendo.io Joe in LinkedIn  

David Gaudet is the author of The Daily Undoing and has spent the last 20 years as a post-secondary educator and teaches all things brand and marketing to his students. In this episode, David shares what marketers need to have in order to succeed in this industry, what companies are actively looking for in their marketers, how David teaches these critical skill sets in his classes, and so much more! Key Takeaways: [1:25] What is wrong with marketing today? [3:00] What is marketing, really? The public and professionals see it through two different lenses. [6:00] What skills are companies looking for in a marketer? [12:00] Where does creativity come from? It starts with being curious and open to surprises. [14:20] Unfortunately, companies don't invest heavily in the pursuit of curiosity because it can be a waste of time. It's hard to measure. [15:20] Do adults live too much of a structured life? Is that why we are unable to really tap into our creativity? [20:35] What skill sets would be beneficial for marketers to know outside of marketing? [23:00] Marketers need to get out of the office and really talk to their customers. Get inside their head. [27:15] There is no excuse not to get out of your bubble. The internet is a great place to socialize and source new ideas from. There are people everywhere you can connect with! [35:20] David does a fun ‘“this or that” segment with your co-hosts. [44:35] What does “competency” really mean? David has eight pillars. [50:55] David shares where the future of marketing is headed, and where there's room for growth. [55:00] A little bit about Voicefound and the important work they're doing for sex-trafficked victims.   Mentioned in This Episode: David on Twitter David on LinkedIn The Daily Undoing: Being Better at Being Human, by David Gaudet Flow: The Psychology of Optimal Experience, by Mihaly Csikszentmihalyi Voicefound.ca Email Cynthia at: Cynthia@Voicefound.ca  

Elle Woulfe is the Vice President of Growth Marketing at Invision and Advisory Board Member for Demand Spring. She is going to be Demand Spring's newest co-host with Mark! Here's a quick introduction to who Elle is, her background, and why she is so passionate about marketing.   Key Takeaways: [2:05] Demand Spring has a new co-host! Meet Elle Woulfe! [5:35] How did Elle discover marketing? [11:00] Salespeople have a really hard job. Elle has a lot of empathy for people who can get rejected day after day. [12:35] What types of challenges does Elle see in her position? [16:10] Consumers are getting beaten up regularly by marketing messages. [17:35] What advice does Elle have for young marketers? [21:35] Take every opportunity you can to learn as much as you can. [25:00] Early-stage startups are an excellent training ground to learn multiple skills at once. [28:35] Mark introduces an important message with Cynthia Bland of VoiceFound. [31:00] What does Elle like to do for fun? [37:45] The pandemic has made it a necessity to shop for food online. Because of this, Elle has gotten used to buying five of every item she gets. [42:00] Elle loves Wes Anderson's work and would love to meet the man one day.   Mentioned in This Episode: Support and get involved: Voicefound.ca & Email Cynthia at: Cynthia@Voicefound.ca Invisionapp.com Elle on Demand Spring  

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: Carlajohnson.co Preorder Carla’s book here Carla on LinkedIn  

Tim Washer spent 20 years at IBM, Cisco, and Accenture while moonlighting on SNL, Conan O’Brien, and Last Week Tonight with John Oliver, and now helps brands connect empathetically through humor. Tim shares his process on how to shake up a brand and make them funny, relatable, and joyful to interact with on this week’s show. Tim also opens up on some of the mental health challenges he’s faced during the lockdown and why we all need connection, more than ever before.   Key Takeaways: [3:00] Why was Tim so drawn to marketing? [5:35] For a comedian, it can take a long time to discover your voice. How did Tim discover his? [8:35] B2B marketing has really shifted. The world kind of woke up and realized the B2B buyer is human and has emotions! [12:05] What was it like signing up for Tim’s first improv class? [17:30] We need joy more now than ever. We also need community and to come together, and laughter is a great entry point into that. [19:45] After working at companies like IBM and Cisco, how easy/difficult was it to bring joy, humor, and comedy into these work environments? [26:00] Tim shares the types of ROI he sees when you make something funny. [31:25] Feeling stuck? Here’s how Tim gets out of it. [41:25] How do you revive a conservative brand and make it joyful and fun again? [42:55] You not only need a comedy writer, but you also need a comedy editor. Do not use a regular editor! [48:35] How did Tim pivot when the pandemic basically made him unemployed? [53:00] Tim talks about how he recovered from a failure and decided to show up and parent his daughter in a better way. [57:55] The one thing that connects all of us somehow is that we’re all slightly messed up. Not one is perfect. [1:02:00] As a man of faith, Tim shares how you can take Bible stories and make them entertaining and funny for young children. [1:05:00] Share your failures, even with children. It helps them learn, grow, and understand no one is perfect. [1:12:45] Want to reconnect with someone? Find a good meme and send it to them!   Mentioned in This Episode: Timwasher.com Tim on LinkedIn

Nick Edouard is the Co-Founder and Chief Product Officer at PathFactory, an intelligent content platform that removes friction by delivering delightful and customizable content experiences. Nick is a passionate problem solver and discusses the core problem PathFactory is solving in the marketplace today. He also discusses how the B2B market and marketers still don’t quite know how to leverage the power of AI to do some of the heavy lifting in marketing. All of this and more, in this week’s episode!   Key Takeaways: [4:00] How do you move someone through different content channels by telling a story? [6:45] A lot of marketing leads never turn into sales. Why? [7:20] At the core, it’s a marketer’s job to connect buyers with information. We are matchmakers. [12:15] If he had to do it all over again, Nick would, but this time slightly smarter. [13:40] What’s been the most fulfilling aspect of Path Factory? [16:10] What lessons does Nick wish he’d learned sooner? [21:15] Nick’s advice for those who want to start a company? Make sure your marriage is rock solid and be sure you really love the problem. [24:50] Currently 18% of marketers are using AI in their role. [26:10] Do marketers really need to understand what AI does? [30:00] AI is underserved in the B2B Market. [34:25] What’s lacking in B2B marketing when it comes to the use of AI? Nick shares his thoughts. [39:35] How can content marketers best balance creativity and the data science behind it? [46:55] Nick shares his thoughts on the differences in culture between the UK and Canada. [51:15] Nick also gives his perspective on the differences in business culture across North America and the UK. [57:10] What is the “doughnut” framework all about? [1:03:45] Nick’s favorite interview question is: What’s one thing you think I should have asked you, but haven’t?   Mentioned in This Episode: Pathfactory.com Nick on LinkedIn Mark Opauszkyt on his flesh-earing disease & Sudden trip to hell

Tara O’Sullivan is the Chief Marketing Officer for Immedis, the global leader in payroll consolidation. Tara is currently based in Ireland and runs an international team. She has been consistently recognized for bringing a unique blend of strategic insight and operational execution and has over 25 years of extensive experience in B2B Technology & Marketing. On today’s show, Tara discusses women in sports, what you should outsource in marketing, the relationship between demand gen and brand, and so much more! Key Takeaways: [2:25] When was Tara first introduced to technology? [4:35] What is the state of the technology scene in Dublin right now? [7:50] Tara shares why Immedis is passionate about supporting the 20x20 movement. [9:55] When it comes to global sports, it’s really down to tennis and golf. [15:35] It’s so important to have young girls see themselves in sports in the future and in order for that to happen, they need to see it to believe it. [16:25] How did Tara get her start in her career and what drives her to further her career right now? [20:30] People forget how much of a war zone Ireland was 25-plus years ago, which meant talented people left to find a better life elsewhere. [21:45] How does Tara think about marketing success on an international level? [26:00] Tara’s company is competing with brands that have been around for over 10 years. How is she standing out from the competition? [27:40] Tara shares her thoughts on how leaders can connect with their team more effectively. [31:50] How does Tara drive digital transformation as a CMO? [41:30] Tara shares her experience of what it was like working as a Chief Creative Officer at Skillsoft. [43:25] Tara’s dream job would be a movie producer! [48:15] How do you break rules to advance gender equality? How should CMOs think about this differently? [52:35] AI, as great as it is, still has biases that we need to sort out. [54:50] What advice would Tara give to her younger self?   Mentioned in This Episode: Immedis.com Tara on LinkedIn The Hidden Persuaders, by Vance Packard 20x20.ie

Michael Brenner is the CEO of Marketing Insider Group, founded on the belief that strong leaders who champion their teams are the key to unlocking massive growth. Michael is also a globally-recognized keynote speaker on leadership, culture, and marketing and author of the bestselling book, The Content Formula. Michael talks about why our marketing budgets are out of whack, why most marketers are absolutely miserable, and his latest book, Mean People Suck. Key Takeaways: [2:30] Why does Michael have 53 jobs under his belt? [4:40] Michael loves jumping into something new and getting to know a new boss and work culture. [4:50] Michael learned quickly that he needed to reach out to people when he was in a new organization. [7:30] Michael started working when he was 11 years old and he learned quickly that the early bird does get the worm. [10:45] Your network is really your key base when you start to venture off into your own and build a company. [13:55] Why are marketers miserable? [17:25] Are there a lot of mean people in marketing roles? [21:00] Michael shares a story on what he learned about sales and selling early on in his career. [24:00] Humans can recognize pain in others as young as two years old and, in turn, can learn empathy. [26:40] How does Michael define content marketing? [29:10] Executives need to stop driving their marketing team to do things that do not work, things that are just based on subjective opinion. [29:35] Content marketing is king, but distribution is queen. Michael explains more. [31:10] Fifty to seventy-five percent of traffic comes from organic search, 2% comes from social media, and 15% comes from paid. [39:15] How will AI impact the content marketing world? [42:15] How can brands create a stronger commitment with their audience this year? [47:10] You don’t have to share stuff just about your expertise. Showcase your team’s personality, hobbies, and love for cats! [49:25] Employee activation and engagement needs to become a bigger part of the marketing conversation. [52:10] Who would Michael like to eat lunch with, dead or alive? [55:55] How does Michael manage work/life balance? [59:40] What advice does Michael have for younger marketers just getting started in their career?   Mentioned in This Episode: Marketinginsidergroup.com Michael on LinkedIn Mean People Suck: How empathy leads to bigger profits and a better life, by Michael Brenner

Mark Jefferies is a Keynote Speaker, Author, Event Host, and a Communications Consultant. He has shared the stage with VP Joe Biden to Will Smith, from Serena Williams to Michael J Fox and Richard Branson, all without formal training! Mark shares his journey and offers words of wisdom on how to better communicate and show up in our digital meetings.   Key Takeaways: [2:45] How does a keynote speaker and an MC of live events keep himself busy during a pandemic? [3:35] In the beginning, Mark thought it was going to be the end of an industry. [5:00] Mark is busier than ever! [6:25] What does Mark miss about traveling? [10:15] It was Mark’s dream to get into finance. He shares how he got his foot in the door. [17:15] Fast forward a little bit, and Mark finds himself pivoting and… on live TV! It was nerve-wracking. [20:45] How does Mark stay true to who he is? [26:45] Mark loves in-person events, but he also has a podcast. How does he approach these two mediums differently? [30:25] Mark is also an author! But he completely hated the process! [35:40] What can we do to improve our communication virtually? [39:40] You have to get your point out a lot quicker than you did before. [45:15] What are the six keys to influencing people around you? [50:15] We all have imposter syndrome. Here’s how you can navigate it with grace. [52:05] What advice would Mark give to his younger self?   Mentioned in This Episode: Markjeffries.com Mark on LinkedIn  

Jennifer Griffin Smith is the Chief Marketing Officer at Brightcove, an online video platform. Jennifer is a fast-paced executive who is passionate about discovering new technology possibilities. She shares her philosophy on how to empower her team, what was the root of her early success, her experiences at Microsoft, and how she thinks about marketing in today’s world.   Key Takeaways: [2:45] Jennifer shares why the phrase, “blossom where you are” is a saying that strongly resonates with her. [4:10] If you can be great at what you do right now, good things will come. [5:30] When you fully embrace the moment you are in — today — is when you’re really optimizing your full potential and will see future progress in your career. [6:00] With that being said, Jennifer is still guilty of multitasking. You have to when you’re working full-time and raising two young children. [7:50] What was Jennifer’s experience like working at Microsoft when Bill Gates was still the CEO? [12:45] Jennifer shares advice to young marketers who are looking to advance quickly in their careers. [13:25] Find allies and mentors in your company. They don’t have to be in the marketing departments. [16:20] No matter what, have the courage and conviction to believe in yourself. [18:05] Jennifer shares her tips on the best ways to find your company mentors/allies in this digital environment. [21:00] How does Jennifer empower her team? [23:55] What does it mean to be “human”? [27:25] In so many aspects of life, you’ll find that you need to fail fast and, in other times, you’ll need to take a pause. The important thing here is to realize you can’t be perfect. [30:00] How has the role of the CMO evolved over the years? [35:45] When you’re asking people questions, your words are important. [37:20] As someone who was born and raised in the UK, how does Jennifer blend both U.S. and UK cultures when she is raising her children? [40:25] Jennifer reflects on what has happened over the past year.   Mentioned in This Episode: Brightcove.com Jennifer on LinkedIn www2.deloitte.com/us/en/pages/chief-marketing-officer/articles/five-roles-of-the-cmo.html  

Peter Mahoney is the CEO of Plannuh, a SaaS company that provides cloud-based tools to help marketers build, manage, and share their marketing budgets. Peter has over 30 years of marketing experience and has worked in a variety of CMO roles. He is also a passionate supporter of the rights of people with disabilities. Join Peter as he discusses his journey from CMO to CEO, how to embrace your nerd status, and the inner workings of building a company on your money vs. on investors’ money.   Key Takeaways: [1:45] For 30 years Peter was a CMO, now he considers himself a “recovering CMO” as he takes on a CEO role. Why has his marketing journey been like thus far? [5:00] What makes a good CEO? [7:55] Is there a lot of friction when it comes to a CMO taking on a CEO role? [11:35] What were some of the surprises along the way that Peter encountered as a new CEO? [13:05] Peter shares the differences going from a $2B company to a startup. [16:15] Network is hugely important in both your success and your growth. [17:25] Peter had to learn for the very first time how to raise money. [19:15] What has Peter enjoyed the most about running his own company? [21:00] What keeps Peter up at night? [28:45] Peter learned an important lesson as a CEO about how his team sees him. [30:20] Why should more people unleash their inner nerd? [32:40] Why did Peter decide to write a book for CMOs? [39:05] People often confuse goals with strategy. [40:35] Without getting alignment with your peers and CEO, you’re always going to have to be justifying budget spend. [43:15] No matter who you are, your marketing plan has changed dramatically. [45:25] What investments are people making in their technologies right now? [46:25] As a board member, Peter shares what he has been up to in this arena. [50:25] How does Peter structure his day and get the most out of his time? [54:00] The pandemic has changed the way Peter works, and for the better. They’re a remote company right now. [57:05] What advice would Peter give to his younger self?   Mentioned in This Episode: Plannuh.com Peter on LinkedIn The Next CMO: A Guide to Operational Marketing Excellence, by Peter Mahoney, Scott Todaro, and Dan Faulkner Good Strategy Bad Strategy: The Difference and Why It Matters, by Richard Rumelt

Duane Schulz is a Digital Marketing Consultant and was the former Chief Marketing Technologist and Head of Digital at Xerox until January 2017. He has had roles ranging from Brand and Marketing Intelligence to acting CMO over the last 17 years and has held executive roles at Apple and HP. Duane shares what it was like working for Apple during the 90s, his time at Xerox, how he sees brand image, and what it means to “do no evil,” marketing through the use of lean surveillance.   Key Takeaways: [2:20] How did Duane get his start in marketing? [4:45] Who were Duane’s early influences/mentors in marketing? [8:35] Duane shares what it was like working for Apple in the mid-’90s. [10:00] When Duane first got to Apple, they were adamant about not doing market research. Well, he had a background in market research, what was he doing there? [13:00] When Duane left Apple, what were his thoughts on Apple as a company back then and their longevity as a brand? [18:45] How was marketing ops defined back then? [20:00] Duane shares when he was first exposed to brand image and why he fell in love with the rebranding process. [24:20] We are navigating new territory when it comes to marketing. [26:45] If you can’t think of the purpose of the company and express it in your work, then you’re failing at marketing. [32:15] How should marketers begin looking at marketing ops today? [37:10] What does Duane mean by lean surveillance marketing? [40:45] Look at the words marketers use: track, capture, and nurture. Our tools track our customers. It’s not just the big companies contributing to the surveillance problem. [47:00] C-suite executives argue that we need this additional data, but Duane wants to push back on that. Reexamine your practices, do you need this additional data? Are you actually using it? [48:35] Can you measure the brand value of your company? [51:00] Privacy is always down on the list when it comes to marketing. [57:15] At HP, you would work with product managers and engineers in the same group. It was insightful to have these two teams work together. [59:15] How should marketers be thinking about their performance metrics? [1:03:55] It can be hard to find good teachers in the space. Duane weighs in on how to find a good teacher, and be a good teacher. [1:10:00] What advice would Duane give to his younger self?   Mentioned in This Episode: Duane on LinkedIn

Ashley Botting and James Gangl are both professional actors, improvists, writers, and comedians. What do these two have to do with marketing? Improv, stepping out of your comfort zone, finding creativity, and the art of taking risks are all essential qualities every marketer needs to have and our two guests today have some insights on how to develop these key skills. Key Takeaways: [2:00] How do Ashley and James describe the work that they do? [4:00] Improv is a great team-building exercise and it helps build the fundamentals of communication. How did Ashley get into this space? [7:30] How did James get into improv? [10:15] What lessons has improv taught James and how can marketers benefit from this skill? [12:45] Create a product that makes it easy to market. It’s a lot easier to sell an amazing product than a bad one. [14:00] What makes something a bad production/bad product? [16:40] How do actors find work in a pandemic? Ashley weighs in. [21:00] Take a risk. Step outside of the safe ideas and get comfortable with rejection. [24:30] James shares the power of journaling and how it helps him source and find creative ideas. [30:00] You want to perform for the masses, not just for your peers. Ashley explains further what she means. [38:25] If your product comes across as disingenuous, people aren’t going to buy it. Role-play the personas you’re trying to target to really feel what it’s like to be in their shoes. [41:45] Do Ashley and James think of themselves as personal brands? [46:40] Ashley shares what her experience was like working on the set of Schitt’s Creek. [50:15] Why does James want to cook in Chile? [53:20] What would Ashely and James like their legacy to be?   Mentioned in This Episode: Ashleybotting.com Ashley on IMDb Jamesgangl.com James on IMDb  

Dave Laverty has more than 30 years of marketing executive experience in hi-tech, which includes roles such as the CMO for IBM as well as Cognos. In this episode, Dave answers the age-old question of how to better align and marketing, and skills that CMOs, and really all marketers, need to know now more than ever.   Key Takeaways: [2:55] What has stayed a constant in B2B marketing throughout the years? [4:10] Data gives us an individual look at our buyers and to customize relevant services for them. [6:00] Customized data is only going to get better with the introduction of AI and machine learning. [7:25] What skills do CMOs need today, more than ever? [12:40] What are some of the barriers to becoming a data-driven organization? [15:45] One thing that IBM does well is its brand perception and the value that they have in the market. [16:50] Brand and culture need to be one and it is the heart of what makes good companies great. [18:55] Dave notices that a lot of companies really struggle with alignment in their organization. [25:25] What smart questions should marketing departments be asking from their team/company? [30:25] How do teams bridge the gap between marketing and sales? [36:15] What advice does Dave have for new marketing leaders? [41:15] Put company strategy and your execution plan on a single page. [44:45] Get to know your buyer; when they go to bed at night, what’s on their mind? And how does your brand relate to their problems? [49:50] How did Dave go from C-suite executive to a board advisor? [54:10] Strive to surround yourself with smart people. [55:00] Be honest with your staff. If they’re doing a great job, let them know.   Mentioned in This Episode: Demandspring.com Dave Laverty Dave on LinkedIn

Christine Washburn has been recently appointed Chief Marketing Officer for Berkshire Grey, an AI robotic fulfillment company in the retail distribution and logistics industry. Christine joined the company shortly after the pandemic and has been working in her new leadership role 100% remotely. In this episode, Christine talks about her career in politics, how to break through the AI buzzword and stand out, and how she solves work problems in her dreams. Key Takeaways: [2:40] How has Christine been able to foster connection and build her leadership profile while starting her new job remotely? [4:55] Berkshire Grey is a company that you had to be in the office to get good work done because of the industry. How has the company adapted since the pandemic? [9:20] Christine admits she doesn’t understand a lot of things, but by taking a complex topic and being able to simplify it and explain it to herself, she knows she can explain it to anyone after that and that’s key when leading in this field. [11:10] What have been some of the challenges Christine has faced as the recent CMO? [15:45] In a startup, there isn’t always a process yet and you have to be comfortable with change. [17:35] How has the retail/logistics industry been managing voluntarily during this time? [19:50] Christine sees a shakeup happening. Christine is fairly certain we’re going to see some new players who were able to pivot successfully because of this pandemic. [20:25] Where is the future of retail headed three to five years from now? [22:35] How does Christine break through the AI noise and make sure the work she is doing is meaningful and moves the needle? [25:15] Christine loves to bring in different perspectives from different parts of the company into marketing to better elevate her department. [27:00] To be successful in this field, you have to have the freedom to try things and be okay with failure. [28:10] What are Christine’s thoughts on women in tech and how this industry has been getting better/worse? [32:40] Remember back when you could check luggage filled with food inside? Well, what happens when the luggage gets lost? Christine shares a story. [35:30] Christine shares a little bit about being an empty nester and the different emotions she was feeling at the time. [37:15] When you think of others and give back, there is a lot of growth and positivity you can take from that, even during times of crisis. [40:00] What kind of legacy would Christine like to leave behind?   Mentioned in This Episode: Demandspring.com Berkshiregrey.com Christine on LinkedIn “The Case of the Mysterious Missing Veal Cutlets”  

Gregor Jeffrey is a former International Defense Expert and a Communication Thought Leader. He jokes that he’s probably the only communication expert that has been fired due to poor communication skills! After getting consistent feedback throughout his career that he was a poor communicator, Gregor dedicated himself to learning what it takes to present ideas effectively and to have others trust you more efficiently. It was through this journey that Gregor discovered that we each have four different and distinct thinking preferences. He dives into what this all means on this week’s show!   Resources: Access Gregor’s Online Course – The Science of Communication with our 15% off discount code DEMANDSPRING.   Key Takeaways: [2:15] Why is communication so essential? [4:05] When you’re a bad communicator, no matter how diligent or efficient you might be, people will perceive you as a sloppy worker. [6:25] Gregor understands the struggle because he was that person not too long ago. He’s probably the only communication expert out there who had been fired from jobs due to poor communication. [10:25] Each person has a thinking preference and these preferences tend to affect the way we communicate. Another problem is that it’s not always so obvious or apparent which of these thinking preferences people prefer. [13:30] Most leaders are only working at a 75% effectiveness when it comes to just working with their default communication style. [17:10] How do you create communication based on the different preferences out there? [24:05] To make things easy, Gregor often pictures he’s talking to four different types of people. The analytical thinker, the structural thinker, the conceptual thinker, and the social thinker. [26:40] We tend to be attracted to work that reflects our neurological preference. [28:55] How can managers or leaders best use this knowledge and leverage in their current team structure right now? [30:25] Leaders don’t assume that your team is distracted and not paying attention to you. [33:05] People work very hard when they are given the freedom to work. [34:55] We often talk too much. We give too much information. You can actually simplify your message down to a sentence and it’ll be just as effective. [35:55] How can we adapt our communication style during the pandemic? [38:55] When change management is stalled, it can always be traced back to poor communication. You need to go back to the drawing board and see if your communication style talked to all four thinking preferences. [42:30] Is it true that Apple/Steve Jobs was able to target all four of these different types of thinkers in their marketing? [46:10] How do these different communication styles apply when you’re talking with different cultures or people who speak English as a second language? [51:50] How can we use this knowledge when trying to communicate with our children? [56:50] What kind of legacy would Gregor like to leave behind?     Mentioned in This Episode: Demandspring.com Gregorjeffrey.com Jeffreystrategic.com Gregor on LinkedIn  

Gregor Jeffrey is a former International Defense Expert and a Communication Thought Leader. He jokes that he’s probably the only communication expert that has been fired due to poor communication skills! After getting consistent feedback throughout his career that he was a poor communicator, Gregor dedicated himself to learning what it takes to present ideas effectively and to have others trust you more efficiently. It was through this journey that Gregor discovered that we each have four different and distinct thinking preferences. He dives into what this all means on this week’s show!   Key Takeaways: [2:15] Why is communication so essential? [4:05] When you’re a bad communicator, no matter how diligent or efficient you might be, people will perceive you as a sloppy worker. [6:25] Gregor understands the struggle because he was that person not too long ago. He’s probably the only communication expert out there who had been fired from jobs due to poor communication. [10:25] Each person has a thinking preference and these preferences tend to affect the way we communicate. Another problem is that it’s not always so obvious or apparent which of these thinking preferences people prefer. [13:30] Most leaders are only working at a 75% effectiveness when it comes to just working with their default communication style. [17:10] How do you create communication based on the different preferences out there? [24:05] To make things easy, Gregor often pictures he’s talking to four different types of people. The analytical thinker, the structural thinker, the conceptual thinker, and the social thinker. [26:40] We tend to be attracted to work that reflects our neurological preference. [28:55] How can managers or leaders best use this knowledge and leverage in their current team structure right now? [30:25] Leaders don’t assume that your team is distracted and not paying attention to you. [33:05] People work very hard when they are given the freedom to work. [34:55] We often talk too much. We give too much information. You can actually simplify your message down to a sentence and it’ll be just as effective. [35:55] How can we adapt our communication style during the pandemic? [38:55] When change management is stalled, it can always be traced back to poor communication. You need to go back to the drawing board and see if your communication style talked to all four thinking preferences. [42:30] Is it true that Apple/Steve Jobs was able to target all four of these different types of thinkers in their marketing? [46:10] How do these different communication styles apply when you’re talking with different cultures or people who speak English as a second language? [51:50] How can we use this knowledge when trying to communicate with our children? [56:50] What kind of legacy would Gregor like to leave behind?   Mentioned in This Episode: Demandspring.com Gregorjeffrey.com Jeffreystrategic.com Gregor on LinkedIn  

Elle Woulfe is the Vice President of Growth Marketing at InVision and was named one of the most fascinating people in B2B Marketing in 2019. She is a veteran revenue-focused marketer with over 20 years of experience in digital marketing, demand generation, brand management and go-to-market strategies. Elle shares her story, how she discovered her path to marketing, and what it’s like herding and raising chickens during the pandemic.   Key Takeaways: [2:35] What has kept Elle engaged during the pandemic? [6:15] Although there will be a bit of disruption, we and businesses are much more resilient than we realize. [8:55] Elle really enjoyed spending extra time with her children during this pandemic. [12:30] Why does Elle feel like her degree is irrelevant? [16:25] Elle was in sales for two years and, wow, was it hard! [22:50] Elle got laid off in January of 2009 and it was a terrifying job market to be faced with. [27:35] Elle shares her experiences at Eloqua and why it was an amazing place to work. [35:15] Why is Elle so attracted to working for high-growth companies? [37:15] What’s it like working with Brian Kardon, the CMO of InVision? [43:25] Elle shares her management style and why it’s important to just get out of people’s way. [47:15] How does Elle manage a remote culture? [54:40] What has parenthood taught Elle about leadership? [57:15] Does Elle have a desire to become an entrepreneur?   Mentioned in This Episode: Demandspring.com Invisionapp.com Elle on LinkedIn

Marketing Unplugged Producer, Maddy Pigott, joins this episode as a guest host. She interviews co-hosts Mark and Karen to get their take on the insights and hot topics discussed among guests from this season of Marketing Unplugged. They chat about the buyer experience, what the future of marketing will look like, upcoming trends that are here to stay, as well as some of the personal experiences they’ve had throughout their career journeys.   Key Takeaways: [1:15] Welcome to the final episode of this season’s Marketing Unplugged! Producer Maddy joins the spotlight to discuss season topics and highlights. [1:55] Customer experience was a huge topic this year. [2:25] Why has customer experience become so popular in recent years? [7:25] As things become more competitive, brands have to figure out how to stand out from the crowd in their category. [8:15] What can marketers do today to better solve the knowledge and analytics gaps they face in their jobs? [9:30] Marketers have to act quicker than ever before and data analysis sometimes gets thrown out the window. [11:05] Marketers have to be conscious about getting out in front of the client and really understanding what their audience wants. [14:15] One big takeaway is: You don’t need to be so serious in your marketing message to be taken seriously! [17:50] How do Karen and Mark find inspiration in what they do? [22:30] What weaknesses or challenges have Karen and Mark had to face? [26:45] Mark is curious to know what challenges Maddy has experienced so far? [31:05] Marketing Unplugged’s guests have shown that your career and path are not linear. So many of our guests started in completely opposite and different fields before finding themselves in marketing. [34:05] What advice do Karen and Mark have for marketers during this pandemic? [40:55] What are Maddy’s thoughts about this podcast as a producer? [43:05] Maddy shares advice to B2B peers looking to enter the podcasting world. [45:45] What would Karen, Mark, and Maddy like their legacy to be?   Mentioned in This Episode: Demandspring.com  

Neal Schaffer is a recognized leader in helping businesses maximize their social presence. As a global keynote speaker, university educator, social media agency owner, author, and social media strategy consultant, Neal helps organizations through their digital transformation. Neal is the author of four social media books, including his latest book, The Age of Influence: The Power of Influencers to Elevate Your Brand. In this podcast episode, Neal shares his story on how he learned Chinese, making friends with internet strangers, and what social media has done to elevate his network and reputation.   Key Takeaways: [1:55] How did Neal get into social media? [6:55] Social media has come a long way since 2008, but Neal’s core message is to educate. We’re now on our second decade of social media marketing. [11:25] Social media should be owned by the brand and not something that the brand outsources. [12:40] How does Neal balance social media for professional and personal use? [14:35] Where does Neal see social media going 10 years from now? [17:35] Neal discusses some of the downsides to social media. [21:25] How does someone claim they are a thought leader? [22:55] Neal has been able to make friends with internet strangers because of his social media presence and activity. [27:45] Connecting face-to-face is still a critical component. [31:15] When and why did Neal decide to learn Chinese? [34:25] When Neal lived in China and attended a political demonstration, people would ask him what democracy meant and what it was like to live in the U.S. [36:05] People don’t forget. When you help them out in a time of need, they will remember that. [37:55] Neal had to learn how to sell in different cultures. Neal shares how that’s prepared him for success. [44:45] Is social media vital for every type of brand? [52:00] What does Neal want his legacy to be?   Mentioned in This Episode: Demandspring.com Nealschaffer.com Socialmediaexaminer.com The Age of Influence: The Power of Influencers to Elevate Your Brand, by Neal Schaffer

Sean Reid is the Founder and President of Arrowhead Coaching and Facilitation Solutions. Throughout his life, Sean has helped leaders succeed and lead. He tries to remind people that having a bit of compassion and authenticity will take you a long way as a leader. He also shares how his faith and work in the Church have made him a more compassionate person. He discusses struggles in times of crisis and how he tries to frame the situation so he can ask better questions that connect with his clients in a human way.   Key Takeaways: [3:30] How did Sean find his path into executive coaching? [5:40] We have a better world when we have better leaders. [6:55] Good leaders are authentic and don’t pretend to know all the answers. [8:15] The time Sean wrote a speech for Queen Elizabeth the Second. [11:45] What’s the best way to structure and create thought leadership content? [17:25] The new thing that you have to offer is you! Your perspective is unique. [24:35] We try not to do things by accident in marketing. [25:45] We think confident and clear thinking are soft skills, but they’re critical when having to lead in a crisis. [31:20] Sean shares a story about how to communicate and lead your team during a crisis. [36:45] We have a choice to respond to a situation. So, sometimes taking a step back and using a word to describe can help guide you in the right direction, especially in times of stress. [41:15] ‘How are you really doing?’ really matters to people. Connection really matters to people. [46:45] Sean connects with a minimum of three people a day intentionally. Someone you love, lead, and serve. [48:05] How does Sean make time and space to create content? [50:50] What inspired Sean to be a deacon in the Orthodox Church and what has faith taught Sean about leadership? [56:35] What would happen if marketers put more love into the clients they’re serving and had more compassion over their struggles? How would they market differently? [59:00] What would Sean like his legacy to be?   Mentioned in This Episode: Demandspring.com Arrowheadcoaching.ca Sean on LinkedIn

Carol Meyers recently left Rapid 7, where she served as CMO for nine years. Prior to this, she was the CMO for WorkHuman, LogMeIn, and Unica. Carol also served on the board of Advisors for WordStream, Brandeis University, MineralTree, and Emarsys. Carol discusses on this week’s show why it’s so important to be proactive in your career, the importance of diversity in the STEM community, and the most intimidating thing about bringing a company public, which she has done four times!   Key Takeaways: [3:55] Carol really enjoys seeing the kind of impact she is making on an organization. [4:20] When did Carol realize marketing was for her? [7:25] Carol only had about two years of experience in marketing before she became a CMO. Did she suffer from imposter syndrome? [11:00] How can sales teams better understand the role of marketing? [13:45] Carol explains why being on a board is so important to her. [16:55] Keep your network fresh as much as possible and say yes to coffee dates. [19:40] More women in STEM fields is always a good thing. The more diverse the people, the better STEM will be. [21:20] What are some of the challenges women have with joining STEM fields? [22:15] Carol has experienced four IPOs in her career. What makes these challenging as well as fun? [26:45] What has Carol been the proudest of so far? [28:55] A coach at every stage of your career is really important! [32:40] Are we in the golden age of marketing? [37:05] What are some of the key roles a CMO needs to pay the most attention to? [38:55] What will be the biggest change in B2B marketing five years from now? [41:10] We still make a lot of manual decisions on where to send our marketing message and AI will be changing that in the future. [44:00] ABM can be so much more than just very targeted marketing or account profiling. [47:50] What advice would Carol give her 20-year-old self? [50:00] Just because you haven’t done it doesn’t mean you won’t be great. [51:15] What fascinated Carol in the last year and how did she go about satisfying her curiosity?   Mentioned in This Episode: Rapid7.com Carol on LinkedIn “The 5 Roles of the CMO”

Today we have three Demand Spring employees: Julie Zadow is the Senior Vice President and CMO in Residence, Bill Anderson is the Senior Marketing Technology Consultant, and Maddy Pigott is the Marketing Specialist and runs the marketing efforts at Demand Spring. Each guest brings unique perspectives on how they’re managing work and life as they practice social distancing. They also share how they’ve been working with their Demand Spring clients to develop timely content that is both sensitive to the situation we’re in right now while still being impactful.   Key Takeaways: [2:50] Julie shares a bit of her expertise and background. [4:15] Bill introduces himself and shares his responsibilities at Demand Spring. [5:05] Next is Maddy and she shares her role at Demand Spring. [6:35] How are Julie and Bill dealing with having their whole family under the same roof right now? [11:25] How has COVID-19 affected Maddy’s area in Toronto and what’s life like for her right now? [13:25] The dogs are winning in all of this right now as more pet owners are at home. [14:05] How has Bill been able to adjust his work-day routine now that he is practicing social distancing? [15:15] How has Julie been adapting? [18:00] What adjustments has Maddy had to make in her life currently? [18:35] What random acts of kindness have been happening in the local area? [22:50] As Julie works with a lot of CMOs, what is she seeing right now with her clients and customers? [27:30] Not every business can be top-of-mind in the middle of a pandemic. [28:25] Bill works with a lot of technology and financial clients; how are they handling what is going on right now? [32:25] Julie offers advice on how marketers can shift form event-based marketing to digital events and webinars. [35:45] How should marketers adapt their message to what’s happening right now? Maddy weighs in. [39:00] Now is the time to send a deeply personalized email. [40:00] What is the secret to marketing during a dramatic economic shift? [45:35] Maddy’s generation is scared about their job security. [48:35] How has your host, Mark, been responding to the pandemic as the President of the organization? [50:20] What do our guests today miss the most right now, what are they the most grateful for, and what advice can they give today’s listeners?   Mentioned in This Episode: Demandspring.com Julie on LinkedIn Bill on LinkedIn Maddy on Demand Spring

Lindsay Cournoyer is the Vice President of Marketing at Axonify, a learning platform built to enhance the skillsets of frontline employees. Lindsay is passionate about creating an open and welcoming work environment. In this episode, she discusses why it’s important to have more women in tech, . shares her thoughts on JOMO (Joy of Missing Out), and opens up about the winding road that led her to where she is today.   Key Takeaways: [2:25] Lindsay started her working career in PR and shares her journey from then to today. [7:00] Axonify has seen a lot of growth within the last five years. Lindsay believes it’s due to great leadership from the CEO, Carol Leaman, who empowers her employees and puts a lot of trust in them. [8:25] Lindsay feels energized when working at smaller organizations because you can see the direct impact your work has on the business. [12:30] The golf course is the best place to get to know someone, but it can intimidate a lot of women who don’t know how to play. [14:25] What kind of leader does Lindsay see herself as? [17:20] It can be very hard for women to leave their careers temporarily to go have a baby. Lindsay is grateful that her boss could understand the struggle of keeping the best of both worlds together. [18:00] Where does Lindsay focus most of her time at Axonify? [21:35] Lindsay loves fostering a collaborative and progressive environment for her team and working on long-term strategy. [23:35] What does Lindsay's ideal lazy day look like? [25:35] How do you know if a tech company is women-friendly? [32:05] Lindsay has been passed over for promotion on the grounds that she was pregnant. [33:15] One of Lindsay’s biggest female role models is her mom. [35:50] What does Axonify do and how does it help marketers? [41:05] Millennials aren’t the only ones with short attention spans. [41:55] Lindsay explains the difference between FOMO and JOMO. [46:35] How will marketing change over the next five years? [48:20] Marketing is about creating an emotional connection with an individual. [50:45] What kind of legacy would Lindsay like to leave behind?   Mentioned in This Episode: Axonify.com Lindsay on LinkedIn Lindsay’s article on Medium

Tyler Lessard is the VP of Marketing at Vidyard, a leading provider of video marketing and video selling solutions for businesses. He is a storyteller that is dedicated to providing exceptional customer experiences. Prior to Vidyard, he led the Global Alliances and Business Development department at Blackberry. Tyler shares how he sees video marketing evolving over the upcoming years, how marketers can leverage and think about B2B storytelling in a much better way, and what personalized content really looks like from a bird’s eye view.   Key Takeaways: [2:00] Marketo named Tyler as one of the 50 Fearless Marketers in 2019. What does it mean to be a Fearless Marketer? [3:30] Marketing has become a victim of its own success. We are bombarded with so many messages! [6:00] Instead of focusing on the B2B, focus on the human-to-human interaction. [7:25] Our content has to be hyper-empathic to our audience. [14:50] Where does Tyler see video marketing going in the next five years? [19:45] How can marketers get the personalization aspect right? [24:10] When marketers think of ‘B2B Storytelling,’ they automatically go into customer stories but marketers can dive deeper into that. [30:15] Tyler spent 10 years at BlackBerry; what lessons did Tyler learn about the longevity of a product and the quick changes in consumer demands? [33:25] Vidyard makes employee experience a priority to help retain their top talent across the country. [37:00] Employees today are looking to be part of the organization as well as be empowered to make changes and grow. They can’t do that if they don’t have the same information as the executive team. [41:45] As a parent, how does Tyler teach an open mindset, continuous learning, and embracing tough challenges to his children? [45:40] What’s the most Canadian thing about Tyler? [48:15] Tyler’s legacy   Mentioned in This Episode: Vidyard.com Tyler on LinkedIn Marketo’s Fearless 50