Pros & Content

Knotch is back with two incredible series: the tried-and-true Pros & Content, and a new series, Data-Driven CMO.In Pros & Content, new host Ellen Schwartze interviews marketing leaders who are using audience journey strategies to drive growth and improve ROI at their companies. Guests from Gong, Stack Overflow, Metallic.io, Jobvite, and more join us for practical conversations on how they do it.In Data-Driven CMO, Anda Gansca interviews CMOs who are ahead of the curve when it comes to the intersection of content and data, and how they use both to move their business forward. We reveal their unique perspectives, plus personal stories and career advice.Follow Knotch on LinkedIn for live Q&A sessions with our guests as episodes drop.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Modern leaders recognize that a holistic content strategy not only connects data, product, sales, and marketing, but also helps reduce customer acquisition costs while fueling demand generation and growth.Hear from five growth leaders from different industries as they share how they make content-driven growth the core of their strategies (and how they tackle top-down mandates in their day-to-day). PANELISTSAnda Gansca | Co-Founder and CEO, Knotch (Moderator)Lindsay Chastain | Vice President, Brand & Growth Marketing, ChimeAlison Gensheimer | SVP, Global Digital and Growth Marketing, NielsenDeborah Holstein | VP, Global Marketing, DropboxRavi Kandikonda | Senior Vice President Marketing, Zillow GroupShade Vaughn | Chief Growth and Communications Officer, Paul HastingsSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Joining us on this episode is Keith Barber, Director of Digital Customer Experience at Tyson, specifically within food services, which supplies Tyson products to large-scale food service providers like restaurants or school districts. He turned to data to understand what part of the purchaser's journey could be owned by his team. Especially during the early days of the COVID-19 pandemic, Keith saw an opportunity to build trust and loyalty using Tyson's content. He wanted to influence a path to purchase so that when a customer showed up at an order site, they would choose Tyson products over competitors. Because of this focus, Keith and his team pivoted their content strategy to be led by value over brand recognition.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

David Parker's career has connected content, data, and tech, both at PMI and previous roles. It's crucial that content and marketing teams realize the lens and feedback data provides can inform content, and content should enhance your data.Find more great stories at ProsAndContent.coDavid is no longer an active employee at Phillip Morris International, and the opinions expressed in this interview are solely his and do not necessarily reflect those of PMI.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

We are proud to welcome Alex Moore, the Global Head of Content at Dropbox to Pros & Content.Leading editorial efforts and top of funnel content, Alex brings Dropbox’s mission to life with passionate storytelling - especially as those stories pertain to how we think about work, and the shape work might take in the future. He talks with us about measurement & the importance of connecting content to outcomes such as tracking perception across his content and building, creating, and developing qualified audiences. We also discuss what s… and, what he believes everyone else keeps getting wrong about the “shift to remote work”.You can find more of Dropbox’s “Work in Progress” content on their blog: blog.dropbox.com/Find more content by Knotch at our content hub: Prosandcontent.co

Joining the show today is Wylie Kain, the Head of Brand Marketing at American Century Investments.American Century stands above other private investment management firms in its commitment to fighting for the greater good. 40% of profits go directly to funding cures for gene-based diseases. This altruism directs all of Wylie’s work. She believes in telling compelling, credible stories that spark positive action, helping American Century differentiate itself in the increasingly competitive asset management space. And, as Head of Brand Marketing, Wylie focuses on building a resilient, centralized brand organization that prioritizes credibility, collaboration, and conscience. Find more great content at ProsAndContent.co

Our content leader today is Marc Appel - the Managing Director of Global Brand Content at Accenture, a professional services org that really does it all. Thanks to their wide range of clients & partners, Accenture requires a tremendous amount of content.Marc diligently surveys each business line and finds hidden connections among them - crossing silos to enable content built for one vertical to impact or assist another, simplify messaging overall, and educate audiences. Marc also exemplifies getting buy-in from the larger business, and how he worked to establish benchmarks early & often. Doing so, he creates content, curates brand voice, and empowers every person within Accenture. Listen now, and thank us later. Find more great content at ProsandContent.co

Joining us on Pros & Content today is Todd Hassenfelt, Senior Director of ECommerce at Simple Mills!As their name suggests, Simple Mills sells nutritious food with a focus on flavor - things like almond flour brownies and veggie pita crackers - made with ingredients you’d recognize. This mindset of positive impact extends beyond uniquely healthy products. Todd commands an uncommon strategy for a CPG. He blends eCommerce and content to avoid conforming to traditional CPG expectations, like bombarding customers with emails and bargains. “We’re not a discount brand, we’re not gonna win the price game, but we can win the content game.”We’re excited for you to hear how Todd focuses on relationships, resonance, and recipes, through clever and effective content. Find more content at ProsandContent.co

Today on Pros & Content, we’re proud to be joined by Tony Wells, Chief Brand Officer of USAA, a financial insurance company dedicated to servicing military members and families. That mission drives everything USAA touches, and as a Marine, impassions the work Tony accomplishes every day.Tony leads a number of initiatives including marketing, corporate communications, military affairs & corporate responsibility.He talks to us about how having such a specific member-base with unique experiences pushes him and his employees to maintain a high level of customer service, provide the right information through the right channels and messaging, and carry out every job with empathy. He doesn't need to maximize profit for shareholders. He just needs to do right by their members.And he does. With impact, intent & grace.Find more content at ProsandContent.co

Joining us today is Aruna Ravichandran (CMO & VP at Cisco Webex Collaboration). Aruna had a unique path to CMO, starting her career as a product engineer before transitioning to marketing - however, Aruna sees these roles as complementary. Her focus has remained on solving customer pain points, no matter her title. As the world moved digital, Aruna’s work at Webex went from important to critical in the blink of an eye. And as it slowly returns to normalcy, Aruna remains laser-focused on helping people do it safely - By extending a first-class experience across both the products & marketing.With emotionally resonant storytelling and content, Aruna delivers outcomes and protects her audiences as the world continues to change.Find more content from Knotch at Prosandcontent.co

Today on the podcast, we’re joined by Mallory Russell, the Head of Content Marketing at Square. Mallory believes great content doesn’t just generate brand awareness but services the entire marketing funnel. Learn how her content strategy services a wide variety of Square buyers.Square seeks to answer consumer questions before they even have them, while simultaneously showcasing how their solutions can help support small businesses. Furthermore, Square aims to tell authentic stories that resonate with consumers on a personal level. This powerful combination has helped propel their business to new heights.Find more great content here: ProsAndContent.co

Our guest today is Paz Macdonald, CMO at Software AG. Paz is a transformative leader, and has successfully brought an aging tech brand into the future by focusing on how their products are providing value to end-users. She’s done this by shifting messaging around business outcomes, fostering an authentic brand voice, and experimenting with data-driven strategies.Paz also talks about the importance of advocating on behalf of the marketing organization. As a champion CMO, her job is one of the toughest in the C-Suite, yet Paz prevails through cross-functional collaboration and demonstrating the value of her work.Find more great content at ProsandContent.co

Shade Vaughn (CMO, Capgemini North America) joins the show to talk about how he’s succeeded at defining the voice of a large B2B company through content, while navigating an ultra-competitive market. Shade emphasizes the need to expertly maneuver and customize messaging for cross-functional situations. His storied background in both communications and marketing help him achieve different goals while working together.He spotlights how to reach your customers at exactly the right moment, proving your value, and establishing leadership with the power of content. And he tells a story or two about starting his career as an actor in New York City, and how it's informed his perspective on marketing.Find more content at ProsandContent.co

Leanne Cutts, Group CMO of HSBC, joins Anda Gansca to talk about the importance of content in guiding the customer journey. It’s become more important than ever for prospective customers to access the information they need quickly and easily.Providing that access in a curated, digital environment is something that Leanne champions in her work. It was her top priority earlier this year when HSBC was forced to pivot as a result of the COVID-19 pandemic—and has become foundational to HSBC’s future content strategy.Leanne and Anda also discuss repurposing content for multi-channel usage and the long-lasting impacts of COVID-19.Note that this bonus episode comes out ahead of our second season. Be on the lookout for Season 2 of Pros & Content this fall.

Thanks for listening in to Pros & Content Season One!After 37 episodes, and 37 amazing conversations with marketing leaders, we're closing the books on our first season. Our next season will be back before you know it, so don't miss us too much. We also may drop a few very special episodes in between, keep an ear out. To tide you all over until season two, why not look back at some of our best episodes? Or visit us at ProsandContent.co/podcast Thanks again for sticking with us, and we’ll see you next time on Pros & Content.

Welcome to our tenth and final roundtable episode! Over ten weeks, Anda Gansca (CEO & Co-Founder, Knotch) and Rachel Tipograph (CEO & Founder, MikMak) met with dozens of marketing & business leaders to talk about the COVID-19 crisis. We covered a lot of ground about navigating the uncertainty that we continue to face. While the roundtable series is closing out, the conversations will live on. This crisis has forced consumer behavior and business operations to evolve and innovate. As marketers, we must plan for uncertainty. We must go back to our brand’s core values, and pinpoint what really makes them tick. Because if this crisis has shown us anything, it’s that the best way to move forward, is to lead with authenticity and empathy. This episode was recorded on May 21, 2020

Today, on Pros & Content, the 9th entry in our 10 part series of online roundtables focusing on COVID-19. Over nine weeks, Anda Gansca and Rachel Tipograph have brought together panels of inspiring speakers to talk about reactions and responses from different industries, countries, and individual perspectives. No two have been alike. Everyone has faced a unique battle during these past few months. And, while these roundtables have wound down, we continue to seek and participate in honest, open conversations. Today’s conversation focuses on the road ahead. We speak with a panel of amazing guests, who admit that, while, the journey may remain long and sometimes difficult, we can now see the light. Panelists include: Kristof Neirynck (Walgreens Boots Alliance), Keith Grossman (TIME), Alicia Tillman (SAP), Lisa Sherman (Ad Council), Jill Kramer (Accenture), Lina Polimeni Shields (Eli Lilly and Company), Andrew Essex (PLAN A)This episode was recorded on May 14, 2020

The eighth of our weekly roundtable series. Alongside hosts Anda Gansca and Rachel Tipograph, our guests discuss how certain brands have evolved their marketing messaging and content across the course of the COVID-19 crisis. They review the lasting changes that it is going to have on how marketers approach their work, and which companies stood by their values and messaging throughout it all.Our guests include: Monique Bonner (CMO, Akamai Technologies), Aimee Johnson (CMO, Zillow), Linda Lee (CMO, Campbell’s Meals & Beverages), Julie Leigl (CMO, Slack), Orchid Bertelsen (Head of Digital Innovation, Nestle USA)This episode was recorded on May 7, 2020.

Today on Pros & Content, we’re joined by Peter Eliopoulos, former CMO of M&T Bank, where he still serves as a senior advisor. Peter’s long career in marketing has taught him a thing or two about the importance of content. He talks with Knotch CEO Anda Gansca about his experience building high-performing content teams from scratch.Peter looks at all marketing through a scientific lens and rejects easy answers. He says his content succeeds because it comes from a place of intellectual engagement. His approach to content marketing is scientific and curated by data, business context, essential customer needs, and countless other factors. This episode was recorded in February of 2020.

Today on Pros & Content, we talk to Ben Stuart, Chief Marketing Officer at Bank of the West. As a leading sustainable finance organization, it’s crucial that Bank of the West's environment-centric content be authentic and educational. Stuart speaks on the importance of driving awareness about climate change, and learning from the past failures of the financial industry. He argues that sustainable brands need to build marketing organizations with these concerns in mind. Stuart also talks about how he maintains a balance between brand marketing and performance marketing, the future of the CMO role, and why the only metric he pays attention to is new customers.This conversation was recorded on June 4, 2020

Today on Pros & Content, we're joined by Brendan Delaney, the CMO of the Commercial Division at Booz Allen Hamilton. Brendan talks about the evolving face of content, and how he ensures the content he develops truly engages its audience, beyond general awareness. While advocating for multi-sensory experiences, Brendan talks about the importance of bringing users into the center of the content itself and "showing", not "telling", what it's all about.Additionally, he covers how he focuses specifically on cybersecurity, leveraging the goodwill and brand recognition of the greater Booz Allen Hamilton brand, and accelerating content as more brands move digital.This episode was recorded on May 29, 2020

The seventh of our weekly roundtable series. In this episode, we ask our guests to tell us what they mean when they talk about “brand purpose”, and how that’s changed alongside everything else. Hosts Anda Gansca (CEO, Knotch) & Rachel Tipograph (CEO, MikMak) talk to our panel of experts about connecting through more than just day-to-day work, focusing on employee welfare, and how certain trends have been accelerated because of our new normal.Our guests include: Mo Katibeh (AT&T Business), Kimberley Sweet Gardiner (Mitsubishi Motors North America), Ben Trounson (Tata Consultancy Services), Jennifer Breithaupt (Citi), Marisa Thalberg (Lowes), Beth Ann Kaminkow (Geometry), & Margaret Molloy (Siegel+Gale). This episode was recorded on April 30, 2020.

Join hosts Anda Gansca (CEO of Knotch) and Rachel Tipograph (CEO of MikMak) for the sixth in a series of interactive roundtables. Today's topic: Figuring out how to boost morale and maintain a community in today's world. And tantamount to that is ensuring your employees stay sane.Our guests today discuss prioritizing company-wide and individual wellness, mental and physical. In times like these, the human element of being a leader is more important than ever.Our guests include: Stacy Simpson (Genpact), Vinoo Vijay (H&R Block), Doug Straton (The Hershey Company), Robin Matlock (VMware), Barbara Goose (John Hancock), Rich Latour (BlackRock)This episode was recorded on April 23, 2020

Today on Pros & Content, we talk with Rob Brown, Global CMO of BBVA. As the head marketer for one of the largest financial institutions in the world, Rob is responsible for delivering excellent customer experiences on a global scale. In his conversation with Knotch CEO Anda Gansca, he talks about how BBVA approaches entering new markets, and aligning businesses BBVA acquires with the overall BBVA brand. He also speaks about the importance of learning about your customers.Lastly, he touches on BBVA’s approach to COVID-19, and prioritizing people during times of crisis.This episode was recorded on May 14, 2020

Today on Pros & Content, the fifth in our series of online roundtables. Over the past months, we’ve heard from incredibles leaders from every industry about their initial reactions to the COVID-19 crisis. Now, we’re going a step further, and asking them about what their plans are for the months ahead. And, what that means for their businesses and customers. Once again hosted by Anda Gansca and Rachel Tipograph, this episode was recorded on April 16, 2020

Anda Gansca (CEO & Co-founder of Knotch) & Rachel Tipograph (CEO & Founder of MikMak) host their fourth roundtable of brand leaders. In this discussion, our panelists discuss what has and what hasn't worked in regards to their responses to the COVID-19 crisis.We hope you enjoy this roundtable. And we'd like to thank our guest panelists:Joy Falotico (Ford)Andrew Weir (Pernod Ricard)Ross Martin (Known)Lauren Weinberg (Square)Reggie Walker (PwC)Michael Lacorazza (Wells Fargo)Raja Rajamannar (Mastercard)Erika Serow (Bain)Carla Hassan (Citi)Tariq Hassan (Petco)This episode was recorded on April 9, 2020

Today on Pros & Content, we’re joined by Gaston Vaneri (SVP, Brand at Cox Communications). An early advocate for content, Gaston proved its worth with some of the first branded viral videos. In joining Cox Communications, he entered a multi-billion dollar company with a powerful product, innovative culture… and almost no brand recognition. He speaks with Anda about elevating and differentiating that brand through intelligent, incremental movements. And the surprising effect of not taking risks.

Today on Pros & Content, Stephanie Perdue (Vice President of Brand Marketing at Chipotle) talks to Anda Gansca about creating an environment of agility and preparedness, and what it means when you’re faced with difficulty and tough decisions. Stephanie stresses staying true to your brand DNA, the importance of utilizing data to back your content, and ceaselessly evolving as a brand and as a marketer.

Anda Gansca (CEO & Co-founder of Knotch) & Rachel Tipograph (CEO & Founder of MikMak) host a roundtable of remarkable leaders, diving into their responses to the COVID-19 crisis. This panel of experts provides their unique perspectives on how to step up to, and answer, an unpredictable challenge. We hope you enjoy this roundtable with our hosts and innovative panelists, including: Kristin Lemkau (J.P. Morgan Chase), Hilarie Koplow-McAdams and Jeff Immelt (NEA), Mindy Grossman (WW), and Gary Vaynerchuk (VaynerMedia).This roundtable was recorded on April 2, 2020

Todd Barr (Chief Marketing Officer, GitLab) joins Chris Vitti (SVP Marketing, Knotch) on the Pros & Content Podcast to talk about the evolution of content within enterprises, using data to drive creativity within content marketing, and being ready as the world changes.Hear them talk about how GitLab was uniquely prepared for the dramatic shift in business operations we have faced during the COVID-19 crisis. GitLab employees were already 100% remote.Todd’s perspective and guidance provides a framework for other companies to follow now and in the future, and a good portion of that is reliant on timely, data-driven content.This episode was recorded on April 7, 2020

Anda Gansca (CEO & Co-founder of Knotch) & Rachel Tipograph (CEO & Founder of MikMak) return to anchor a team of leaders in a discussion on how to respond to and organize amid the COVID-19 crisis, and the responsibility that is held by heads of large marketing organizations. We hope you enjoy this engaging roundtable with our hosts and many new panelists from brands & organizations like 4A’s, AdAge, Bank of America, GroupM, and some familiar faces from the last roundtable too.This episode was recorded on March 26, 2020

Michael Mendenhall (SVP CMO/CCO of TriNet) joins Anda Gansca on Pros & Content in a timely conversation about the importance of fact-based, authentic communications during the COVID-19 crisis. A lot of small and medium size businesses are facing a tidal wave of uncertainty, and as a PEO, TriNet has a responsibility to provide guidance, education and assistance during this uncertain situation. In this conversation, Michael expands on shifting his focus entirely towards protecting his customer base, and helping them weather this period with consistent, clear, and crucially relevant information. This episode was recorded on April 7, 2020.

Anda Gansca (CEO & Co-founder of Knotch) & Rachel Tipograph (CEO & Founder of MikMak) host a team of marketing leaders in a discussion about responding to the COVID-19 crisis. In a conversation that spans industries, businesses, and unique personal situations, this group provides their live audience with ideas on how to help others through their work. Panelists include marketing leaders from Bank of America, Citrix, Ford, HP, HPE, JP Morgan, Pearson, Qualcomm, Salesforce, and WW.

Stephanie Buscemi (CMO of Salesforce) joins the Pros & Content Podcast to talk about the state of the marketing world, and the world in general, during the COVID-19 crisis. Salesforce has always put an emphasis on empowering their customers through storytelling. Now, more than ever, those relationships are critical to support their customers and the world. Together with Anda Gansca, Stephanie talks about how Salesforce has been coming together as a company and community, the sacrifices they’ve made, and the responsibility they have of tying everything back to their core values of trust, customer success, equality and innovation.

Our guest on today’s episode is none other than Chad Mitchell. Chad is the VP/Head of Content & Digital Platforms at TD Bank. By chance, Chad introduced himself to Anda after hearing her speak on another podcast. Their thoughts on content measurement aligned immediately, and resulted in this conversation to get those ideas and practices out into the world.Chad and Anda also discuss the parallels and differences between corporate comms and marketing, building awareness for a brand based on strong core values, and of course, how to properly measure content.

Aaron Bernstein (Senior Director, Insights & Advocacy at Walmart) joins Anda Gansca on Pros & Content this week to talk about how he's built his team and practice by disrupting traditional corporate comms with innovative, independent technology and trust.Walmart is one of the biggest, and most visible brands in the world. Every word that comes from any of their channels is seen by countless millions. Building trust through all media is crucial, and that's dependent on the hard work that goes in before any single message is sent out.

Brad Young has been entrenched in content since he began his career, back when it was better known by the name, “advertorials.” Now, as Leader of Prudential Financial’s Content Center of Excellence, he’s making sure his company is equipped to make the most meaningful use of the unending power of content. On this episode of Pros & Content, Brad and Anda Gansca talk about building a content organization from scratch, connecting all marketing activity under one cohesive story, and moving on from typical financial content to make the biggest, most positive difference in millions of lives.

Adam Blitzer is no stranger to enterprise technology. He's EVP of the Salesforce Marketing Cloud, Commerce Cloud & Community Cloud, and was the co-founder of Marketing Automation Platform, Pardot (acquired by Salesforce in 2013).Not only is he an amazing leader and visionary, he's also someone who truly understands marketing and how to connect with an audience using compelling content and storytelling.Adam speaks with special guest-host this week, Chris Vitti, SVP of Marketing at Knotch.

When Amanda Brinkman joined Deluxe as Chief Brand & Communications Officer, she threw aside the traditional marketing playbook. Amanda knew content marketing would be the only way to open a dialogue with Deluxe and the small businesses they serve. She risked everything on producing and hosting a cinematic documentary series, Small Business Revolution.Through Small Business Revolution, she's revitalized the main streets of four inspiring small towns, and just kicked off filming for season five. Through deep, personal storytelling, the show highlights integrity, innovation, and perseverance.Amanda has inspired countless people to shop small and help rebuild American towns that are down, but not out. And, she's helped Deluxe remain true to the businesses they help on a daily basis. To truly succeed with content, you have to do more than talk about purpose, you have to drive action.Check out more of Amanda Brinkman's amazing work here: https://www.amandakbrinkman.com/

She's back! Rachel Tipograph (Founder & CEO of MikMak) once again joins Anda Gansca on Pros & Content. In part two of their conversation, we introduce a brand new segment to the show, "Pro or No". Rachel and Anda go back and forth on marketing's biggest trends, fads, and buzzwords and give their two cents on whether or not these crazes are here to stay, or not worth their time.Make sure to listen to part 1!

Rachel Tipograph (Founder & CEO of MikMak) sits down with Anda Gansca for a special two part episode. No stranger to digital marketing, Rachel started MikMak to help big brands make the most of e-commerce platforms. Recorded at the end of 2019, Rachel and Anda take this time to discuss some of the most pertinent issues facing marketers today. They tackle how to utilize the entire of the funnel, competing for eyeballs on the internet, data privacy, media consolidation, and uncertainty as a whole.Come back next week for Part 2, the introduction of a new segment, "Pro or No", featuring Rachel.

Hyundai’s CMO, Angela Zepeda, joins Pros & Content with Anda Gansca, to talk about how she’s propelling Hyundai from a company people recognize, to a name people admire. Elevated to her role in October 2019, Angela is still relatively new - but that doesn’t mean she hasn’t already made waves. Angela talks about her unconventional journey to CMO, the boundless creativity of her team and collaborators, and the magic that goes into crafting effective content. Angela is all about brand story and brand purpose, and she knows everything needs to ladder up to a business result. Angela also stresses her primary goal of educating audiences about Hyundai’s brand story to drive business results, and after Hyundai’s recent Super Bowl commercial, she’s dancing in the end zone.

Doug Zarkin (CMO of Pearle Vision) was hired to revitalize a struggling marketing organization and solidify brand positioning in an increasingly challenging environment: direct-to-consumer prescription eyewear. He recognized the value of the trust that bonds Pearle Vision's patients and eye doctors, which is built upon a series of small moments.These moments sparked a series of emotionally supercharged content campaigns, displaying in full view the importance of knowing, on a personal level, who is helping you choose the perfect pair of glasses. In this episode, he notes that in order to succeed as a brand of people caring for people, you have to create genuine, emotional connection. Consistently.

David S. Cohen (Senior Producer at Variety) is the first guest on our show to bring the perspective of a content studio. On a daily basis, he collaborates with brands to tell compelling, emotional stories, and to find the best ways to do so in our complicated world. David was a journalist, a screenwriter, a director, and everything in between before landing at this stage in his career. And now it seems like he is all of those in one. In this conversation, he discusses his varied experience, and how it informs the way he entertains and educates audiences through the power of content marketing.

Liya Sharif (VP Marketing & Head of Brand at Qualcomm) was one of the first marketing leaders to jump into branded content. She attacked it head-on with the same journalistic passion and integrity that has driven so much of her career and life. In this conversation with Anda Gansca (CEO & Co-Founder of Knotch), she talks about the discipline of content creation, understanding your audience from a comprehensive perspective, and preserving the quality of content in today’s crowded environment.

Cristina Jones (SVP, Customer Marketing, Brand Partnerships & C-Suite Engagement at Salesforce) is a storyteller at heart - albeit one who consistently embraces the technology that pushes her work forward. She has worked across multiple disciplines, industries, and customer-bases. At the end of the day, Cristina knows the importance of marketing towards humans. As an integral part of Salesforce, she makes the most of the tools at her disposal to find an engaged audience and, most importantly, find it authentically.

Dr. Moira Gilchrist (Vice President Scientific and Public Communications at Philip Morris International) joins the podcast to discuss being authentic and empathetic in even the most contentious industries. Dr. Gilchrist ensures the messaging she oversees is directly aimed at changing the minds of current smokers, not attracting new ones. She steers nicotine users away from smoke, towards healthier alternatives, while fully acknowledging that the only healthy option is quitting altogether.

A brand's purpose has to be more than words on a page. It must be embodied by the individuals that comprise an organization, and practiced from the top down. Alicia Tillman (Global CMO of SAP) knows that building a community around a shared set of authentic beliefs can have a huge impact on the bottom line. Tune in, as she talks about marketing SAP's automation technology to helps other brands fulfill their purpose, and the human side of selling.

Content marketing serves different industries in different ways. Suzanne Kounkel brings her one-of-a-kind perspective to explain content's importance and resonance in the B2B space. As the CMO of Deloitte US, Suzanne oversees both marketing and sales (departments that are not frequently integrated quite so closely) for their consulting, tax, audit and advisory services. Together with Anda Gansca (CEO of Knotch), they investigate how content proves the value of a complicated product set, in an even more complicated environment.

David Lang joins the podcast to provide his experience with content and the perspective of a media agency. As Chief Content Officer of Mindshare, David pushes the boundaries of media and content - he's built a Content Studio, created 800 projects for dozens of brands, and has been recognized as an unparalleled leader in the industry. Together, he and Anda Gansca (CEO of Knotch) explore how to make content and how to make it work.