Moneyball for Marketing

Brian King, VP Marketing of Cycle Gear: "Personalization is the Key to Optimization" by Glenn Gow

Kash Shaikh, VP Marketing of Ruckus: “Tell it Before you Sell it” by Glenn Gow

“I don’t need conjecture to say we’re probably in one of the biggesttransitions in the last century,” says Jonathan Martin, CMO of flash storage leader Pure Storage. As mobile devices and social media have become increasingly dominant, people have become overwhelmed by information, and are now no longer listening. In this installment of Moneyball for Marketing, Jonathan explains how the old “single interrupt” model of marketing does not work anymore, and begins to suggest what marketing system does. Using insights about human brain chemistry, a Google shopping survey of 3000 people and insights from his own 15 year career, Jonathan defines the new shape of the buyer journey, the new role of the CMO, and the importance of machine learning and predictive analytics in navigating the new marketing landscape.

Sydney Sloan, CMO of Al Fresco: “Lessons in Digital Marketing Strategy” by Glenn Gow

Amidst an ecosystem containing multitudes of martech software solutions, marketers across the B2C and B2B spheres are charged with the sometimes unenviable task of distilling the best technology and techniques to harness the power of Big Data in their organizations. Jennifer Johnson, CMO of fast growing cybersecurity innovator Tanium, is amongst them. “I think that every CMO out there right now is ... struggling to figure out how to make their organization more data driven... There’s too much technology out there that it’s still really daunting and confusing. So if you feel like you’re behind the curve you’re really not, it’s okay.” In today’s installment of Moneyball for Marketing, Jennifer joins us to offer not just her empathy, but also her counsel, having spent the last year building Tanium’s data driven marketing operations from scratch.

Millennials are both coveted and scorned by marketers. They are open‐minded, self‐revealing and bold, but also digitally savvy consumers who want it on their own terms. All too often, those are terms that resist traditional influence, requiring marketers to understand and innovate in order to reap the substantial rewards. Steven Dupree, VP of Marketing for 6 billion dollar marketplace lender SoFi, is helping adapt a go to market strategy for the lending industry to the “older millennial” segment. In this installment of Moneyball for Marketing, Steven talks about catering for mobile, cross channel marketing and building trust in your brand, amongst other topics.

In the next 5 years, smart mobile devices are set to more than double from 1.75 to 4 billion. Mobility is driving most of the change today in the way that people interact with the World. Yet a whopping 93% of all transactions still take place in brick and mortar stores. For all the ways that daily life and consumer behavior are changing, it could be argued that physical location is becoming more, not less relevant. To adapt to this trend, says Jeff Rohrs, CMO of digital global location management leader Yext, marketers need to think about “connecting people in the real world to contextually relevant information.” Jeff joins Moneyball for Marketing in this edition to talk about how businesses can build digital marketing solutions into their real world engagement, while getting the context right.