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Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
Wearing the CMO+ hat rewires the role. You pick up a second lane, your calendar tightens, and perceptions shift from “just the marketer,” a label no one should wear, to business leader. The path is demanding, but when the plus lines up with company priorities and earns trust across the business, the impact is unmistakable. In this episode, Drew sits down with Sandy Ono, EVP and CMO at OpenText, who leads global marketing across ten business units while also owning partnerships and alliances. She treats both as one go-to-market, aligning partners and the field around a single story, running the forecast together, and keeping a steady rhythm so co-selling and co-marketing stay aimed at the same targets. Three Actions Behind Sandy's CMO+ Success: Mindset: Claim growth as the job and step closer to revenue through partnerships Skillset: Learn forecasting, deal construction, and the weekly rigor of partner sales Toolset: Build the operating rhythm that connects co-selling, co-marketing, and accountability at scale Plus: How to choose a plus that aligns with company growth priorities How to juggle both roles with capacity planning and clear priorities How to protect brand integrity while telling a shared story with partners How to measure progress with sourced pipeline, influenced revenue, retention, and feedback loops into product Weighing a plus or already living one? You'll find proven moves here. If you're a B2B CMO, you can meet Sandy and another 100 incredible marketing leaders at the CMO Super Huddle in Palo Alto, California on November 6th and 7th. She'll be speaking on a panel about how CMOs are leading the charge with GenAI. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
In today's show, Dr. Sabrina Starling visits with Sara Nay of Duct Tape Marketing. These two entrepreneurs are highly aligned in their passion for work that supports life, rather than the other way around. Sara discusses her book, which is full of strategy, not just marketing tactics, along with an understanding of the value of relationships. If your marketing strategy needs an overhaul, this show is for you. Join us! Sara Nay is the CEO of Duct Tape Marketing, where she helps small businesses turn their marketing strategies into scalable systems that their teams can actually execute. Since 2010, she's worked with thousands of business owners and fractional CMOs, blending big-picture strategy with scalable operations. A passionate trainer at heart, Sara's mission is to empower others to lead from their zone of genius and build marketing teams that can actually get the work done. Sara is also the author of Unchained: Breaking Free of Broken Marketing Models, with the mission to help small businesses reclaim ownership of their marketing, rather than renting it. Profit by Design is a Tap the Potential production. Show Highlights:Sara's inspiration to write Unchained as a way to help others have control over their marketing strategySara's “Aha moment” that changed her role at work and how Duct Tape Marketing works with clients with fractional CMOsThe Business Strategy PyramidIdentifying your growth priorities and execution calendar for the next few monthsA strategy-first approach to marketingTaking advantage of AI as a support that frees up time and increases valueAsk, “What tasks need to be done by humans, and what by AI?”The Ideal Client Deep Dive Worksheet (found in Sara's book, Unchained)Connecting with people on a human/emotional level to build trustBuilding trust with our ideal clients: marketing with know, like, and trust; sales with try and buy; customer experience with repeat and referTrue growth: How it really happens through a focus on the customer experience What a business owner can gain by reading Unchained, your road map for a clear path forwardResources:Connect with Sara Nay: Duct Tape Marketing, LinkedIn, and Unchained*Free resources from Sara's book: Marketing Ownership Audit, Ideal Client Deep Dive Worksheet, From Copy to Culture: Messaging Alignment Guide, and the
This hour, a look at words and usage and grammar and language and all that fun stuff. Have you noticed how we Americans have become “so bloody keen on Britishisms?” Ben Yagoda joins us to talk about his book, Gobsmacked! The British Invasion of American English. Plus, there’s been an update to The Chicago Manual of Style. We take a look at the CMOS, in particular, and bang on (there it is again!) about dreaded style guides, in general. GUESTS: Scott Huler: The author of seven non-fiction books; his most recent is A Delicious Country: Rediscovering the Carolinas along the Route of John Lawson’s 1700 Expedition Ben Yagoda: The author, coauthor, or editor of 14 books and the host of the podcast The Lives They’re Living The Colin McEnroe Show is available as a podcast on Apple Podcasts, Spotify, Amazon Music, TuneIn, Listen Notes, or wherever you get your podcasts. Subscribe and never miss an episode! Subscribe to The Noseletter, an email compendium of merriment, secrets, and ancient wisdom brought to you by The Colin McEnroe Show. Join the conversation on Facebook and Twitter. Our programming is made possible thanks to listeners like you. Please consider supporting this show and Connecticut Public with a donation today by visiting ctpublic.org/donate. Colin McEnroe and Dylan Reyes contributed to this show, which originally aired on October 8, 2024.Support the show: http://www.wnpr.org/donateSee omnystudio.com/listener for privacy information.
In this episode of Scratch, Eric chats with Will Pearson, Co-Founder of Ocean Bottle, the brand turning reusable bottles into vehicles for global impact. One of the biggest takeaways from Will's story is how Ocean Bottle has made impact completely non-negotiable in its business model; every purchase is tied directly to measurable change. Rather than chasing the traditional direct-to-consumer routes, the brand leaned into B2B partnerships as its true growth engine, scaling faster through collaborations like Ed Sheeran's tour than through paid ads. Will also highlights that in a purpose-driven category, the goal isn't to outcompete others but to grow the category as a whole. Ocean Bottle's marketing reflects this mindset, relying on storytelling backed by proof, from the Change Collective initiative to transparent reporting on every kilo of plastic collected. Ultimately, the key learning for marketers is clear: purpose isn't dead; it is evolving. And partnerships are how purpose-led brands grow.Watch the video version of this podcast on Youtube ▶️: [coming soon]
How do we unlock the real promise of AI in construction and design? Recorded live at Autodesk University 2025 in Nashville, this conversation with Dara Treseder, CMO of Autodesk, explores the importance of good technology paired with the right culture to allow innovation to thrive. When AI's potential meets human ingenuity inside the right environment, that's where the magic happens. It's a rising tide that lifts all boats, accelerating opportunities, resilience, and impact across the industry. Highlights from the Conversation Why culture is the foundation for innovation to flourish How AI plus human creativity creates exponential opportunities Why resilience and adaptability matter more than ever in times of change Practical ways to make the future tangible today, not tomorrow A vision for impact that empowers everyone, not just a few MEET OUR GUEST Dara Treseder is the Chief Marketing Officer of Autodesk, where she leads global marketing, brand, and customer engagement. Named one of the world's most influential CMOs, Dara has a track record of helping organizations harness technology, culture, and creativity to drive impact. At Autodesk, she champions opportunities for customers to embrace AI, adapt to change, and model the future with confidence and purpose. TODD TAKES AI Is Moving From Hype to Reality We've officially crossed the line where AI is no longer just a buzzword—it's showing up in real workflows, saving time, and driving better decisions on the jobsite. The winners will be those who don't treat AI as “just another cool technology” but as a tool to solve real customer problems. The pace of change over the last six months proves this isn't optional—it's here to stay. Authenticity Builds Trust The construction industry has no time for hype cycles. What resonates are real customer stories and tangible outcomes. By rooting messaging in authenticity, showing how real companies achieve results—leaders build the trust that's necessary for change. True influence comes from proving value, not promoting features. Innovation Requires Trust and Culture Adopting new technology isn't just about tools—it's about creating a culture where people feel safe to take risks and try new approaches. Change is hard because most people fear it will make things worse. Leaders need to model trust, create psychological safety, and show that innovation makes life easier, not harder. That's the culture where real transformation happens. More Resources Thanks for listening! Please be sure to leave a rating and/or review and follow up our social accounts. Bridging the Gap Website Bridging the Gap LinkedIn Bridging the Gap Instagram Bridging the Gap YouTube Todd's LinkedIn Thank you to our sponsors! Graitec North America Graitec North America LinkedIn Other Relevant Links: Dara's LinkedIn Autodesk Website
#288 AI in Marketing | In this episode, Dave is joined by three B2B marketing leaders: Sara Ajemian, Head of Brand & Communications at SOCi, Jennifer Delevante-Moulen, CMO at Knak, and Tara Robertson, CMO at Bitly. Together they share real-world perspectives on how AI is actually shaping marketing teams today—what's working, what's not, and how leaders are adapting.Dave and the panel cover:The most overhyped AI use cases in B2B marketing (and where human nuance still wins)Real success stories, including building an AI-powered content research engine, scaling global localization, and using AI to make creative teams more data-drivenHow CMOs are personally using AI as a strategic thought partner for board prep, customer insights, and team coachingWhether you're experimenting with new tools or figuring out how to bring AI into your strategy, this conversation gives a grounded look at what B2B marketing leaders are really doing today.Timestamps(00:00) - – Intro (03:08) - – Meet the panel: SOCi, Knak, Bitly (07:08) - – Has AI met or missed expectations? (11:53) - – The most overhyped AI use cases (15:08) - – Why human nuance still matters in personalization (20:08) - – The imposter syndrome of AI adoption (23:08) - – The power of AI with memory (25:48) - – Best AI use cases from the panel (31:43) - – Scaling global localization with AI (34:43) - – Training brand teams to be more data-driven (38:43) - – How CMOs personally use AI in their workflow (42:43) - – Using AI as a strategic thought partner (46:43) - – Coaching teams with AI feedback loops (48:43) - – The frustrations of iteration and tool updates (52:43) - – Is leadership pushing AI adoption? (56:43) - – Budgeting and building a modern AI-enabled tech stack (59:43) - – Final takeaways and closing Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Knak.Email (in my humble opinion) is the still the greatest marketing channel of all-time.It's the only way you can truly “own” your audience.But when it comes to building the emails - if you've ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That's why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.Frustrated by clunky email builders? You need Knak.Tired of ‘hoping' the email you sent looks good across all devices? Just test in Knak first.Big team making it hard to collaborate and get approvals? Definitely Knak.And the best part? Everything takes a fraction of the time.See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more
Not many CMOs can say they've had just one job their entire career, but our guest this week can say he can. Joining Jim is Colin Kelton, the Global Chief Marketing Officer at Vanguard, the 50-year-old investment management giant founded by legendary investor John Bogle. Vanguard is a pioneer in asset management, with a unique investor-owned company structure. It has a simple and powerful purpose: To take a stand for our investors, to treat them fairly, and to give them the best chance for investment success. Colin's story is unusual in today's world. He started with Vanguard in 1990, fresh out of Penn State, and he never left. Over the years, he has held a number of leadership positions, including Chairman and CEO of Vanguard Australia. In 2018, he became Vanguard's first Global CMO, and in January 2024 he added Chief Communications Officer to his responsibilities.Recorded in person at the Next Gen CMO Academy at Deloitte University, this conversation explores Colin's remarkable journey, what it means to lead with purpose, and how a lifetime at one company can shape both a career and a culture.---This week's episode is brought to you by Deloitte.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
TCW Podcast Episode 243 - RCA Studio II The RCA Studio II emerged from the company's faltering computer division and the vision of engineer Joseph Weisbecker, who had long dreamed of personal computing after reading "Giant Brains or Machines That Think". He developed FRED at home, a TTL-based hobby computer. A later iteration using the COSMAC microprocessor inspired his daughter Joyce, who went onto program Studio II games, and RCA's forays into coin-op experiments like the Fredotronic. With the development of the CMOS-based COSMAC chip, RCA built trainers like the MicroTutor and kits like the COSMAC ELF, but the Studio II became their entry into the console market. Innovative in concept but hampered by primitive graphics, the system faced FCC challenges delaying release. The console launched in 1977 against the Channel F and Atari VCS, it struggled to find success, though its technology lived on in Taiwan and European licensed systems. Much of its history was later uncovered by researcher Kevin Bunch, which saved the Studio II from being just a footnote in video game history. Mechanical Televisions: https://www.youtube.com/watch?v=v5OANXk-6-w 32 Line Mechanical TCV Popeye: https://www.youtube.com/watch?v=ozpBDOBXiPs TCW 096 - Hello Big Blue: https://podcast.theycreateworlds.com/e/hello-big-blue/ TCW 026 - The Magnavox Odyssey: https://podcast.theycreateworlds.com/e/the-magnavox-odyssey/ RCA Spectra 70: https://d1yx3ys82bpsa0.cloudfront.net/brochures/rca.spectra70.1965.102646099.pdf Project Gutenberg - Giant Brains or Machines That Think: https://www.gutenberg.org/cache/epub/68991/pg68991-images.html Radio Electronics - Simon Computer: https://vintagecomputer.net/simon.cfm Think-a-Dot: https://en.wikipedia.org/wiki/Think-a-Dot RCA System 00 and FRED: https://www.retrotechnology.com/memship/cosmac_system_00.html Fredotronic: https://thehistoryofhowweplay.wordpress.com/2021/10/13/home-to-the-arcade-a-perfect-translation/ RCA MicroTutor: https://www.youtube.com/watch?v=uCXQZY8XCK8 Popular Electronics - COSNAC ELF: https://archive.org/details/197608PopularElectronics_20181123 Popular Electronics - COSMAC ELF (Condensed): https://archive.org/details/popular-electronics-cosmac-elf/page/n15/mode/2up Building a COSMAC ELF: https://www.youtube.com/watch?v=npvkHmTo_1U COSMAC VIP: https://www.youtube.com/watch?v=LDnufgeONYg (Atari Archive has examples of all games and many of the things we talk about!) Atari Archive - EP01 - The Story of RcA FRED and the Studio II: https://www.youtube.com/watch?v=o35y6W9hI-o Atari Archive - EP02 - The History of RCA's Commercial Games: https://www.youtube.com/watch?v=UXIoi1QAcoY RCA Studio II: http://videogamekraken.com/rca-studio-ii RCA Studio II Console Tour & Gameplay: https://www.youtube.com/watch?v=vJkedjfK4aQ M-1200 (RCA Studio III): https://www.youtube.com/watch?v=NstUUSIwUwY Star Wars (Studio II): https://www.youtube.com/watch?v=-FYKkCkNZOY Pinball (MPT-02 - Studio III): https://www.youtube.com/watch?v=4b3LO41z7ks New episodes are on the 1st and 15th of every month! TCW Email: feedback@theycreateworlds.com Twitter: @tcwpodcast Patreon: https://www.patreon.com/theycreateworlds Alex's Video Game History Blog: http://videogamehistorian.wordpress.com Alex's book, published Dec 2019, is available at CRC Press and at major on-line retailers: http://bit.ly/TCWBOOK1 Intro Music: Josh Woodward - Airplane Mode - Music - "Airplane Mode" by Josh Woodward. Free download: http://joshwoodward.com/song/AirplaneMode Outro Music: RoleMusic - Bacterial Love: http://freemusicarchive.org/music/Rolemusic/Pop_Singles_Compilation_2014/01_rolemusic_-_bacterial_love Copyright: Attribution: http://creativecommons.org/licenses/by/4.0/
On the latest episode of The Big Impression podcast, Samsung's Allison Stransky discusses the company's new AI-focused campaign, “Your Home Speaks You.” She explains the importance of conveying how Samsung's AI-powered home-automation features benefit the consumer. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio. Damian Fowler (00:00):I'm Damian Fowler.Ilyse Liffreing (00:01):And I'm Ilyse Liffreing.Damian Fowler (00:02):And welcome to this edition of The Big Impression.Ilyse Liffreing (00:09):Today we're joined by Allison Stransky, Chief Marketing Officer at Samsung Electronics America. She's led brand strategy at global companies like Google and L'Oreal, and now drive Samsung's vision for the connected home.Damian Fowler (00:24):Allison's here to talk about Samsung's new campaign Your Home Speaks You launched in June. The campaign highlights the joy of a home that feels more personal, showing how Samsung's connected products and Galaxy AI come together in everyday moments. Think a washer dryer that finishes a load in 68 minutes or a fridge that tells you to order some more cheese.Ilyse Liffreing (00:47):I love that idea. It's an omnichannel campaign built on real consumer insights about what homeowners actually need and how connected tech can save time, reduce stress, and make life a little easier.Damian Fowler (01:01):So let's get into it.Ilyse Liffreing (01:08):So Alison, the campaign Your Home speaks to you. It really redefines the home, not just as a space but as a feeling. And for the first time, it actually connects all of Samsung's various products into one overall story where anybody can pair these devices throughout the home together. Can you discuss the campaign and then how you translated that vision into the creative?Allison Stransky (01:31):Absolutely. So the initial insight behind your home speaks you is that we are all unique individuals and so are our homes, but also our homes are unique reflection of ourselves. And this actually went back to a campaign that we launched in 2024, but in 25 we took a really exciting evolution, which as you said was the first time we made a wide reaching video, digital video campaign featuring multiple Samsung products working together because we wanted to really convey to consumers who know consumers who don't know how much more you can get out of the Samsung ecosystem when you connect it all through smart things and what is also net new, how Galaxy AI takes those benefits really to the next level. So we are firm believers in how incredible our products are and how amazing they can all be when they work together, but we needed to translate that into something really tangible and relatable.(02:38):So that's where it came to life. In this campaign we featured four different hero products, the two TVs, combo washer dryer and the Bespoke fridge in sequence with a number of mobile products because that is where a lot of the real benefits of the interoperability can start to happen and then looked for real emotional insights to drive the storyline. So to turn that idea into a campaign, it all starts with the data. So we wanted to start by understanding the features and the benefits that our consumers like the most about our products and how our products work together. And then we took that data and turned them into insights. So to give you an example of how that worked, I'll start with the bespoke combo washer dryer. This is a new product that we launched in 2025. It does a wash in a dry all in one cycle in 68 minutes.(03:38):So this is the fastest combo washer dryer on the market, which is great. Fast speed is a great benefit, but when you connect to smart things and you start working with all of your devices together, you can really take your efficiency to the next level through things like notifications. But the human insight that comes into play is imagine that you are coming home and have to get ready for a date and you find that your dog is sitting on the clothes that you laid out for your date and your now brief tells you you have to be out the door in 75 minutes. Well, Samsung saves the day or the date night with the combo washer dryer and the sequence of notifications so you can get ready to go. And that's how really we thought about the whole campaign of bringing it together is it started with a product, it's made better by smart things in ai, but it's really a data-driven human insight that takes the whole thing and brings it to life.Ilyse Liffreing (04:34):Oh yeah, that's really cool. I know it took me two and a half hours to do laundry the other night.Damian Fowler (04:39):That's way too long.Ilyse Liffreing (04:41):And your own research has found that 76% of households already own at least one SAM product and then 27% have three or more. So how did those data insights actually help you shape the campaign?Allison Stransky (04:56):Well, that is data that we're really proud of. We are so proud to be in 76% of households, but then when you look at the drop off, between 76% have at least one Samsung product and 27% have three or more. We really believe in the benefits that are unlocked when all of our products are working together. So in theory, only 27% of households are realizing this state that we know can be possible. So it is one of the things that has driven this is like it is important for you to unlock all of the features and all of the capabilities of whether it's your appliance, your TV or your phone. They really are better together. So that was one of the drivers behind this campaign. Another one of the drivers is we launched Galaxy AI in 2024 and now we've been over this hurdle of there is strong awareness of Galaxy AI and AI in general of what it is and what it can do, but we need to help consumers along on this journey of seeing all the benefits that AI can unlock.(06:01):So we talk about Galaxy AI as being your true AI companion. And what we mean by that is we've moved beyond automation and it's now personalized predictive, anticipating your needs and offering you meaningful personal insights. And that's something else that we want to start telling the story of because that's the thing that's going to get you to say, oh my gosh, my phone can do so much more and now enter smart things. My phone and my fridge or my phone and my TV can help me start building this really amazing connected lifestyle that's going to help me insert the benefit that isn't relevant to you. Is it save time? Is it have a better movie watching experience? There's so many things that this can enable that. That was, it was those things that added up to really inspiring us to create this campaign.Damian Fowler (06:53):I'm really interested to hear a little bit more about the style and the tone of the aesthetic of this campaign, how it aligns this futuristic vision with very human insight.Allison Stransky (07:03):We always think not just about the tech itself but the design. So it really goes back to the product and how we represent our products because it is not just about having this functional high tech TV, refrigerator, et cetera, but we want them to be designed forward and fit them beautifully into your house. So that's our baseline philosophy as it came to this campaign. We want to represent how beautiful and designed for the products are, but also Samsung, the brand as a whole. So we are joyful, colorful, open, inclusive as a brand. And so to get that feeling and to bring that to life, we worked with an amazing team. Crispin was our creative partner and Mathy was our director duo partner who really brought that vision to life. So Crispin was not new for us. We have been working with them since 2024, and so they really get and feel our brand.(08:05):But Mathy is a creative team that we and the Crispin team have really admired and wanted to have an opportunity to work with because we felt like they really get it, they get Samsung, they get what they're trying to do and then they bring their own incredible spin to it. So two of the things that I loved about them, and I will say they all this team really surpassed expectations. One was their approach to color. Like I said, we are a design forward colorful brand and they really captured a very modern look and feel. But then secondly, they have an incredible attention to detail that I hope our viewers pick up on when they watch the spots and see all these tiny little things that came together. One of my favorite examples of that was in our neo QLED eight K TV spot. The storyline was that this couple is obsessed with westerns and they want to have the most immersive TV western viewing experience, but their whole house is designed like Western fans and there's all this little attention to detail in tiny hats and cowboy boots that they strategically placed everywhere in the spot.(09:20):And when we saw it come to life, we just, like I said, it surpassed our expectations and we know we picked the right team.Damian Fowler (09:31):Allison, I'd really love to ask you a little bit more about the actual media buying strategy behind the campaign. Can you elaborate?Allison Stransky (09:37):Absolutely. So it's really special to work at this brand. A lot of CMOs have a lot of love for their brand. I've had love for Samsung before I worked here, so I feel fortunate to have this seat and everything that we create is so it's thought out from the product perspective, from the communication perspective, from the media buying perspective because we want to make sure, one, you understand what we are trying to do. Two, we reach the right people. Something else that is unique about working in a brand that has touched this many households is one of the reasons we've done that is we have so many products and part of that is getting the right message to the right person at the right time. Because if you're going back to school and you're in college shopping mode, I have really relevant phones and laptops and tablets that are going to monitors that will enhance your back to school experience.(10:40):I don't want to serve you a refrigerator ad at that time. And so that's where end to end, every detail needs to be thought out because even the targeting needs to get the right spot to the right people. As I talked a little bit about, this is year two of the campaign in the first year we created stories and vignettes around Are you a workout from Home Maven? Are you a home chef? And when I saw the corporate, the boss lady served to me, I was like, this is all working. The media is working out is the one that I've also been served.Ilyse Liffreing (11:16):Yeah, it seems to me like it's a truly omnichannel kind of strategy as well, and that kind of fits in with the overall smart things theme in a sense.Allison Stransky (11:25):It does. I appreciate that connection because smart things is one of the things that's really special about the Smart Things app is that it is an open ecosystem. It works with everything that is built on the matter platform. So it's not just for Samsung products. And not only is that in line with our value system of openness and inclusion, but that helps our consumers and smart things app users reach another level of benefits and impact. And what I mean by that is health is a big area, for example, that we focus on and sleep within health is critical, but part of your sleeping environment is are your shades open or closed? How well lit or not well lit is your bedroom. And we want smart things to be part of making that perfect sleeping environment. But we don't make lights, we don't make curtains, but we are very happy that you can connect smart lights and smart curtains to your smart things app and with Samsung products create this holistic environment where you can sleep better or wake up better. And it's all a part of our vision of Look, we want to add value to your life. We want to be a very useful, helpful brand.Ilyse Liffreing (12:39):And on that note, let's dive into some of the insights a little bit because you mentioned you wanted to make a smart things ecosystem feel more intuitive and easy to access. So what were some of those signals or behavior changes that you're watching for to see if this message lands?Allison Stransky (12:54):It starts with the KPIs. So we are looking to understand is registration smart things registration increasing? Because the very first step is hook up a product, begin to use the app, start to see what you can get out of that. But from there we want to see that multi-device accounts are also growing because if you have multiple devices connected now I'm starting to get an indication that you are seeing more benefits than, look, you can use your phone as a remote control to turn your TV on and off. That's great. I actually do that a lot in my house. But the sleep benefits, the health benefits, the full ecosystem really gets better when there are multiple products. So the first indication is sign up and start using it. The second is how many products are on there because now I know that you're starting to get a little bit more engaged and we're looking at signals outside of smart things usage as well.(13:52):So for example, only a few weeks into this campaign running, we saw a 55% increase in smart things searches versus year ago. And that was really exciting to us because that means there's a lot of curiosity around the app and what the app can do. And concurrently we had created a set of assets that we're calling smart things 1 0 1 and they are a series of literally 101 videos that were designed to be very SEO forward and answer questions that we either know people are asking or we believe people are asking about the app. So we've created this process whereby you see the campaign, if you're not familiar with smart things, you might go, oh, what is this? Let me learn some more. And now when you go out there, there's a ton more video to take you on your own personal journey that starts with what is smart things all the way down to, okay, I get it, I'm hooked up. How can I create this? My refrigerator helps me, meal plan experience. It's a number of signals and behavior changes that we're looking at along the way.Damian Fowler (14:58):It makes sense that there's an educational component to this campaign that runs alongside it because I'm curious, when people hear your home speaks to you, they may say, well, what does that mean? What does it mean to me? I mean maybe this tech is even intimidating to some people.Allison Stransky (15:12):Yeah, I think it is fair that this is not second nature to us yet. We are fascinated by each generation of new people who are born are going to be much more tech native than the generation before them. But right now our consumers are really, you're kind of in the millennial and exes are buying a lot of the houses that the appliances are speaking to. Zs are buying phones and certainly TVs but not as many of them are homeowners. So we do think it's really important that we make that journey as seamless and easy as possible because once a lot of the benefits are literally set it and forget it and you can go and continue on your life, but we want to make sure end to end you are supported in your journey. So even outside of this campaign, we are piloting a lot of things whereby our service line people, you can call in and get tech support to set up smart things or we foresee a future state where you can set it up, you can have somebody come in and set it up in your home so that it is all that much easier and ready to go.Damian Fowler (16:25):Now you talk about it. I do think maybe this is a generational thing as well. I suppose if people aren't homeowners serving them, an ad for a fridge may not be that relevant. So you must see an interesting breakdown across generational demographics.Allison Stransky (16:39):We do it is there's a wide range of to be in 76% of households, we have a lot of wide range of consumers too. We also have ranges within our products. We have, not all of our refrigerators have screens, but we sure do love the ones that do. But what we found is through a wide portfolio mix, so many people can see the benefits that they're looking for out of our products. And then it's really our responsibility to make our marketing work harder, to make our media dollars more impactful to and our agency partners as well to get the right content to the right people at the right timeDamian Fowler (17:22):On the right phone.Ilyse Liffreing (17:24):Yeah, that is very interesting because people are using even search and AI chatbots for their questions and how to get those answers. So I think it's a great strategy. But looking at the big picture now, how do you see AI continuing to evolve the role that Samsung plays in people's homes?Allison Stransky (17:42):We really believe that AI is going to continue to be more prevalent, more ubiquitous, more important all of our lives. So AI is not new and we've been innovating in AI for more than 10 years. But what has changed is a lot of the LLMs and the media and a lot of this honestly just talking about it have put these benefits and the power of it on consumer's minds. So now we're in the early stages of, okay, the benefits are here. Let's start with helping you understand what Galaxy AI is and then how AI can make a difference on your refrigerator and your tv. And we are seeing this journey, and to be honest, AI is moving so fast that we could be there in a year, we could be there in three. We don't really know how ready consumers are going to be to jump in with us on all of these things, but the innovation roadmap is there and the communication roadmap is there to say, all right, we know it's going to be here and what we know, it's here to stay.(18:44):Let's just take you on this journey. Let's start with the features and the benefits that you have seen the most value in. So for example, a lot of people are using things like circle to search and photo editing capabilities because that is really valuable, but also on the fun side of adoption. So we've worked those into our campaigns. Another one that as an example from this particular smart things campaign in the Frame Pro spot, we showcase for the first time the frame has always been our art tv. Normally we're showing how you can put Van Gogh on your wall because the insight behind the frame is that your TV shouldn't be a black box when you're not using it. Well now it can display family art, meaning photos that you've taken and edited to take that guy in the background out that you wished wasn't in there. And you can see all of this come to life, but this is still the early stages of what the AI journey is about. It's going to be become even more automated and assistive as we get into this stage of multimodality all of your devices and apps connecting and doing more things for you. But we feel it's our responsibility to help you understand what that looks like, not just how it works, but what's the end benefit to you. And then you'll be excited to come along with us on that journey.Ilyse Liffreing (20:02):Now what about outside of the home? Do you envision a future where the smart things ecosystem even extends maybe in the cars travel or public spaces, maybe even as part of a new innovation roadmap?Allison Stransky (20:15):Yes, we would. It does exist a little bit today and we'd be so excited to see even more so we did just recently launch Smart Things Pro, which is an enterprise solution for smart things. So right now business owners can see a lot of benefits like controlling whole hotels. One of our favorite examples that we shared at CES this year was that smart things pro can control your cruise ship. Not a lot of us are in market to buy cruise ships, but showing the power of what it can do and how it exists is really exciting. And I think we envision a world where smart things pro from a business outside of the home perspective can connect to smart things on your device and on your app. And we foresee a roadmap of when you show up at a hotel, you can have your room set to the temperature you like, which not just makes it for a more comfortable experience for you, but could help a whole hotel be more sustainable by not blasting the air conditioning for everybody who doesn't want it to be 62 degrees or whatever it feels like it's set at through smart things.(21:22):And Hyundai, your EV can be your whole house generator. So there's cool stuff in the works that we are working on getting the news out there to our consumers because there's just so many benefits. We also kind have to start by thinking about the bigger ones, which back to this campaign, the things that people want every day are make my life easier, help me save time, help me make my home more enjoyable with my family.Damian Fowler (21:51):Do you think that there's any way that this campaign can help move the needle in the direction of broader acceptance of say, AI and automation?Allison Stransky (22:00):I think it's going to play a part in that we have so much within Samsung that we are talking about in the AI space that I think Samsung as a whole is a massive contributor to shifting the AI conversation. So fortunately there are some partners out there like Chat, GP, GT and Meta are also continuing the narrative and bringing up total awareness. So we're very excited for the more AI conversation that happens, the more interest and curiosity there is in AI benefits. And then we are here with on-device AI on our smartphones and televisions and appliances, our responsibility when you come now you know what AI is. Now our responsibility is to help you see the benefit that you can get from not just individual Samsung products but how they all work together. And I think we are at this really exciting tipping point for not just tech companies but consumer companies everywhere to help all consumers say, look, we're moving into the AI generation. It's here to stay. We're going to do it together. You find the AI solutions that are right for you. And that's how I think we'll all come along on this journey.Damian Fowler (23:14):I just want to know, can I ask my fridge to tell me when I need to order some new cheese?Allison Stransky (23:18):Cheese? I would prioritize cheese too.Damian Fowler (23:21):Okay. We've got some quickfire questions now that EIS is going to kick off.Ilyse Liffreing (23:25):Okay. Yes. So Alison, what's your favorite scene or moment from the new campaign that you believe best captures the heart of your homes beaks you?Allison Stransky (23:35):So in each of our four spots, there's a moment where our hero just makes this look like I've got this. So my dog is sitting on my day clothes, I've got this, my kids can't agree on dinner. I've got this. And that's the part that I think that captures because whether it comes from the surprise of dog on clothes or I got tackle dinner every single night, I think that's a very real moment that people go through every single day and you get that own personal little rush of like, you got this covered. But on a personal level, it is, I do really love the fridge spot where dad is cooking dinner for two kids because we laugh about this at home because every single night my husband is cooking dinner for our kids. And so that one for me is like a little slice of life, but there's a moment of confidence where you're in control. And that's what I think really encapsulates the spirit of this campaign.Damian Fowler (24:37):What's one feature of the Samsung Smart things ecosystem that you personally can't live without?Allison Stransky (24:43):So I am personally obsessed with all the innovation we have in this health space and sleep in particular because we know most Americans report they don't get enough sleep, but I am definitely part of that set as for mentioned to kids. So what I'm really excited about is the capabilities of your wearables to track how you are sleeping, connects that to your personal temperature in the middle of the night and auto adjust your thermostat accordingly to bring the temperature up or down depending upon what you need. So I will be completely honest, my full house is not fully smart thermostat enabled yet, but this is the one on my wishlist that I'm like, I need this because I am a wearable and health tracker enthusiast.Ilyse Liffreing (25:33):Okay, here's the next one. Which consumer insights helped you the most in developing this campaign?Allison Stransky (25:40):So when it comes to this campaign, we were looking for insights that I guess I'll say weren't so surprising as they were relatable. So I'm not sure that I can say from this campaign, but on the consumer insight that surprises me the most is that I'm not kidding and I'm not being facetious. People report saying they would rather live without their left hand than their mobile phone. I know that our phones are important, but I will say that is surprising because that is to report that that is a level of, I don't know if it's dependency or love, but either way that reminds me that we make a really special product that people really, really value in their lives. And I think that is just wild when they say it like that.Damian Fowler (26:27):Well, we did live without them a long time ago, so. Well, I did. I'm Gen X. Is there a brand campaign inside or outside tech that you think is nailing emotional storytelling right now?Allison Stransky (26:39):So it's not exactly a new spot. They've been doing it for a little while, but I loving Volvo and they released a spot, I believe it was last year, towards the end of the year for the New Ex 90 where it is a beautiful story of a couple has just found out that they are pregnant and they flash forward and they see their whole lives unfold. And then there's a moment where Volvo is critical in their safety features of making sure that this all happens. And I'm going to give you just enough tease because I think people should go look up this spot. This is a piece of art in video advertising. And I still get chills when I think about it. So that's one in particular that's really good. But then they've taken a lot of other moments with dad and daughter learning to drive together. And so many of these other things that I think cars can be emotional because they're related to safety. They also are so integral to your life. They enable you to get places to do things. So I think there's a lot of deep emotion in the auto category, but when you say emotion, that is the first one that comes to mind as I still get chills thinking about how beautiful that spot is.Damian Fowler (28:02):And that's it for this edition of The Big Impression.Ilyse Liffreing (28:04):This show is produced by Molten Hart. Our theme is by Love and caliber, and our associate producer is Sydney Cairns.Damian Fowler (28:11):And rememberAllison Stransky (28:12):The consumer insight that surprises me the most is that I'm not kidding, and I'm not being facetious. People report saying they would rather live without their left hand than their mobile phone.Damian Fowler (28:23):I'm DamianIlyse Liffreing (28:24):And I'm Ilyse, andDamian Fowler (28:25):We'll see you next time. 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As the world rushes to adopt AI, what if the most future-proof skill isn't mastering the machine, but mastering human connection? In this episode, Sani sits down with Brent Csutoras, a true OG of the internet who has been a core member of the Reddit community since 2006.Brent argues that the unfiltered, honest, and often chaotic conversations happening on Reddit, a platform he calls "the real world online", provide the ultimate blueprint for the future of brand building. So many brands fail on Reddit because they treat it like a traditional advertising channel, only to be torn apart by a community that values authenticity above all else. Brent breaks down his "anti-marketer" playbook, using incredible stories, from the REI AMA that turned from a PR disaster into a masterclass in accountability to a beef jerky company that sold $30,000 worth of product from a single, honest conversation, to illustrate his points.If you are professional trying to navigate the future of digital marketing, you need to hear this. Brent makes a compelling case that we are not in year 21 of the old internet; we are in "Year One" of a completely new era , where solving real human problems has replaced the old hacks of chasing keywords and gaming algorithms.GuestOur guest is Brent Csutoras, a renowned Reddit thought leader and marketing strategist. As the Founder of OGS Media, he has spent nearly two decades helping Fortune 100 brands, scrappy startups, and skeptical CMOs navigate one of the most misunderstood platforms online.In addition to his deep expertise in Reddit, Brent has been a Managing Partner at Search Engine Journal for over a decade, helping to shape the voice of the digital marketing industry. He is a self-described "futurist at heart, with a bias for action", constantly drawn to the edge of what's next in search, social, and AI-driven discovery. His core philosophy is simple but profound: help brands stop marketing at people and start connecting with them.Key TakeawaysCommunity is a networking event, not a megaphoneTrust is the only metric that mattersSolve problems, don't chase keywordsYour new job is to train your AI assistantLinks and ResourcesConnect with Brent: The best way to reach Brent is on his LinkedIn Profile.OGS Media: Learn more about Brent's Reddit community engagement company at ogsmedia.com.Search Engine Journal: One of the leading online marketing publications where Brent is a managing partner.ZipTie.AI: The project Brent is working on to map online conversations.Book Mention: Contagious: Why Things Catch On by Jonah Berger.Book Mention: Stumbling on Happiness by Daniel Gilbert.Book Mention: The Advice Trap by Michael Bungay Stanier.Brand Mention: Sonos, a brand Brent highlights for its excellent community engagement on Reddit.---If you enjoyed the episode, please share it with a friend!
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
If you think AI is about flashy tools or abstract futures, think again. In this solo Huddles Quick Take, CMO Huddles founder Drew Neisser shares a pragmatic look at how B2B marketing leaders are actually using GenAI to drive results today—and what still gets in the way. From nurturing “vibe coders” to prompt libraries to CFO briefings, Drew maps out four essential areas where GenAI is already reshaping the work of modern CMOs. Plus, he offers a sharp reminder: If you're not leading the charge, someone else will. What You'll Learn: 4 practical ways B2B CMOs are using GenAI now The role of “marketing MacGyvers” in early adoption Why GenAI rollouts fail without training and clear use cases A smarter way to evaluate AI tools—without bloating your stack For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
A CMO Confidential Interview with Dwight Hutchins, Senior Managing Director of Boston Consulting Group (BCG) and a Northwestern Adjunct Professor, previously Managing Director at Accenture focused on Consumer Products, Health Care and Public Service. Dwight shares his thinking on why marketers should be prepared to reduce expenses and shift resources into a re-imagined future versus incrementally evolving spend and structure. Key topics include: his belief that the complexity of marketing has resulted in many instances of wasted spending; the importance of "unaided first brand response;" why it's important to be "ahead of the expense reduction game;" and how to focus on working versus non-working dollars. Tune in to hear how about reducing $1B in spend to fund new initiatives and a "wild west" story about a battery on-pack promotion.The Fine Art of Reducing Marketing Expense in an AI WorldThis week on CMO Confidential, Mike Linton sits down with Dwight Hutchins—Senior Partner & Managing Director at Boston Consulting Group and adjunct professor at Northwestern—to tackle the question every CMO hears from the CFO: “Keep the top line growing… and cut your budget.”Dwight explains how to find waste without hurting performance, where AI actually improves efficiency (and where it doesn't), how to test into cuts with confidence, and why many brands still miss “sufficiency” by spreading spend like peanut butter. We dig into frequency capping, working vs. non-working ratios, zero-based budgeting (used sanely), org design, insource vs. outsource, and a real-world case where a company freed up billions and redeployed it to growth channels. Stay for his “Wild West” in-store marketing story—complete with batteries taped to milk.Sponsored by Typeface — the AI-native, agentic marketing platform that turns one idea into thousands of on-brand assets across channels, safely integrated with your MarTech stack. See how leaders like ASICS and Microsoft scale personalized content with Typeface.⸻⏱️ Chapters00:00 – Intro & guest: Dwight Hutchins (BCG)02:05 – The market reality: uncertainty, shifting buyer values06:10 – CFO pressure: “grow and cut” in the same breath09:20 – AI spend vs. payoff: recalibrating expectations12:25 – Media fragmentation & the “peanut butter” budget problem15:55 – Where AI helps most: measurement, targeting, creative ops19:10 – Forensic cuts case study: freeing up massive dollars23:10 – Finding waste: frequency caps, ad length, quality controls27:05 – “First Fast Response”: demand spaces & brand power30:20 – Sufficiency & focus: stop starving campaigns33:05 – Working vs. non-working: ratios that actually move results35:20 – Zero-based budgeting (in moderation, with data)37:10 – Org & ops: redesigning execution, in/outsourcing lines38:55 – Fun story: the “batteries-on-milk” promo & promo ROI40:00 – Final takeaways & sponsor⸻CMO Confidential, Mike Linton, Dwight Hutchins, Boston Consulting Group, BCG, marketing efficiency, reduce marketing spend, AI in marketing, marketing analytics, media mix optimization, frequency capping, working vs non-working, zero-based budgeting, ZBB, demand spaces, brand strategy, executive leadership, CFO CMO alignment, budget cuts, marketing operations, insource vs outsource, creative operations, measurement and attribution, marketing governance, content at scale, Typeface, Typeface AI, generative AI for marketing, agentic AI, MarTech integration, CMOs, marketing leadership, board expectations, growth and efficiency, case study, social media shift, campaign sufficiencySee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
In this episode of The No Normal Show, Stephanie Wierwille and Chris Bevelo explore one of the most debated ideas in healthcare marketing today: should CMOs own the entire patient experience? They challenge why “digital front door” thinking falls short, argue that beautiful branding can't hide operational chaos, and make the case that the time for blurred lines in roles are over. Along the way, they react to Meta's latest AI glasses latest update, and examine how weather impacts consumer behavior. Tune in now.Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.Download BPD's report, “The Future of the CMO” here: https://bpdhealthcare.com/insights/guides/the-future-of-the-cmo/#download
In this episode of The Fractional CMO Show, Casey Stanton lays out why Q4 is the single most important season to land (and keep) high-paying clients—and how to set yourself up for a record-breaking 2026. He breaks down the mistakes that sink most aspiring fractional CMOs, like offering implementation services or acting like a “pirate” with client budgets, and shares why building a solid foundation of strategy and leadership is the only way to scale past $10K/month. You'll hear stories of CMOs in the accelerator earning $50K–$80K/month while working fewer than 40 hours a week, plus Casey's framework for raising your floor, specializing in the right niche, and saying “no” to the wrong clients so you can unlock massive upside. Whether you're just starting out or ready to punch up to seven figures, this episode is your roadmap to making Q4 the launchpad for your best year ever. Key Topics Covered: -Why Q4 is the true hiring season for serious CEOs -How to build a solid foundation without slipping into implementation work -Why keeping 95% of your revenue changes everything -The “pirate” trap that leaves CMOs broke (and how to avoid it) -How to niche down so clients see you as the only option -What raising your floor really means—and how it instantly filters out bad clients -The difference between hustling for 20 clients vs thriving with 3–5 high-value ones -How to secure upside beyond your monthly retainer
Ed See is Chief Growth Officer at Zeta Global, leveraging over 30 years of experience in marketing, analytics, and growth strategy to help brands scale through AI and technology. Prior to joining Zeta, he was a Partner with McKinsey & Company's Marketing & Sales practice for eight years, advising top CMOs on digital transformation, marketing effectiveness, and customer-centric strategies. Earlier in his career, Ed held senior positions at Deloitte, IBM, and leading analytics and research firms, helping shape the intersection of data, technology, and business growth
Executing an effective thought leadership strategy is essential in professional services marketing, yet many firms continue to struggle. By understanding and implementing the right approaches, firms can not only cut through crowded markets but also build lasting credibility. In today's episode of the CMO Series Podcast, Charlie speaks with a former guest on the series, Phill McGowan, who has led marketing and communications at top law firms including Jenner & Block, Crowell & Moring, and Reed Smith. Now, through his consultancy, Phill McGowan Marketing, he helps firms deliver impactful, data-driven campaigns. Phill joins us today for a masterclass in building successful thought leadership campaigns, from distinguishing between flagship Capital “C” campaigns to more agile, lower-case “c” initiatives. We'll also explore how to navigate shifting markets, secure leadership buy-in, and create content that stands out. Phill and Charlie dive into: Phill's journey into legal marketing and his first time seeing impactful thought leadership Common mistakes versus best practice in law firm thought leadership The implications and opportunities of a shifting market on thought leadership Understanding capital ‘C' and lower-case ‘c' campaigns and their essential elements Advice for firms on securing buy-in and leadership support for further investment Practical tips for CMOs looking to build a sustainable thought leadership strategy
In light of AI search, is SEO dead? Not so fast. Clarity's Chief Digital Officer, Tom Telford, joins FINITE to bust myths and bridge the gap between comms and marketing. Drawing on lessons from the dot‑com era to today's AI reality, Tom shows where CMOs and CCOs must lock arms, and where their functions should stay distinct. Expect practical ways to align on metrics and budgets, and make PR, SEO, content, social and paid amplify each other. Disclaimer: Clarity is the main sponsor of the FINITE Podcast.
If your board asks “Why is pipeline down?” and your opportunity dashboards only say marketing-sourced vs. SDR-sourced (AKA the four-funnel model), you're stuck with surface-level data and left guessing at fixes instead of diagnosing the problem. The real story lives between engagement and opportunity, the unmeasured factory floor where prospecting happens (or dies). In this episode, Carolyn and Amber show how to rip the lid off that black box, swap vanity volume for "causal" metrics, and find the repeatable patterns that actually manufacture pipeline.Expect blunt takes, practical questions to bring to RevOps tomorrow, and real outcomes from teams who've made the shift (e.g., win rates jumping from ~13% to ~24% and easier budget approvals once the black box is illuminated).What You'll Learn:[02:20] Why “source” reporting hides the truth (and fuels misalignment)[08:00] The Pipeline Black Box: measuring the in-between (triggers → first meeting → opp)[15:00] Pattern-spotting: sequences that create pipeline vs. waste[17:30] Visual walkthrough: opening the black box[20:55] Prospecting as its own lifecycle: timing, activity load, DQs, velocity[26:10] From more leads to more lift (conversion, speed, win rate 13%→24%)[36:00] Turning visibility into stronger board stories & budget wins[38:25] 3 questions to expose your black box this weekWho This Episode ForCROs, CMOs, Demand leaders, and RevOps owners ready to graduate from MQLs/last-touch to a factory-style measurement system.
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
CMO tenure is a hot topic. Everyone wants to know the secret to staying power. One proven path is stepping out of the narrow marketing lane and showing up as more than the title suggests. Call it CMO+. The challenge is figuring out what your “plus” will be and how to put it into practice. To help you understand what CMO+ looks like in action, Nikhil Chawla (Resilience), Isabelle Papoulias (EliteOps), and Ali McCarthy (Amplify Your Voice Studio) share their own pluses, how they discovered them, and what changed when they leaned in. Each story is different, but the theme is the same: Credibility grows when CMOs contribute in ways that extend beyond marketing. In this episode: Nikhil on adding customer voice as his plus, linking post-sale and product, and feeding live feedback into roadmap and revenue calls. Isabelle on bringing operations into marketing, using V2MOM to align goals, resources, and execution across sales, enablement, finance, and ops. Ali on leading with emotional intelligence, coaching leaders to read the room, ease friction, and keep teams focused on the customer journey. Plus: How to spot the plus that fits both your strengths and your company's needs Why credibility comes from saying yes to the right opportunities The link between curiosity, influence, and long-term career resilience How CMOs expand their impact without burning out If you're ready to grow your role beyond marketing, this one's for you! For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Eddie Yoon, Sr Director, Paid Media at NP Digital, shows how CMOs can spin up a full creative campaign in ~30 minutes using AI. He breaks down a rapid “three-tab” workflow—Meta Ad Library for competitive research, GPT for strategy and prompts, and an image generator (Reeve) for instant mood boards—then extends it into testing (Trial Reels, TikTok hooks), product R&D, and agentic pipelines. We also riff on why the next decade could normalize solo billionaire founders, how Netflix foreshadowed AI-driven content, and what real-time, stylized, monetizable media will look like.Timestamps1:07 Meet Eddie Yoon—NP Digital, paid social × creative × AI background.1:49 “AI is redefining growth”: blistering company speed and scale.2:16 The solo-founder era & agentic executive teams.4:39 Enterprise example: HubSpot's leadership going all-in on AI.5:29 Founder example: Tyler at Beehive—shipping fast by listening + acting.6:30 Design & media: Netflix's early AI play; House of Cards data story.11:29 The 30-minute campaign challenge—Eddie's live plan.12:53 The three tabs: Meta Ad Library → GPT prompts → Reeve mockups.14:37 Copy/paste every active ad into GPT; ask for strategy synthesis.16:06 Five “board-level” ideas; forcing a single high-acceptance pitch.17:56 Image prompt for “Comfort 2.0” (eco-luxury, performance lifestyle).20:27 Prompting hack: “200+ IQ” to push for originality (avoid clichés).21:06 Locking on Comfort 2.0—“performance tech meets everyday life.”23:06 Iterating the mood board; feeding outputs back into GPT.23:30 If the client has the shoe already: do it all in AI (no photoshoot).24:39 Rapid tests: ethnicity, angle, color; Instagram Trial Reels.26:03 Beyond ads: full-funnel → product design & R&D with agents.27:24 100-page competitor deep dives from public signals.28:26 Scoring system (cutoff 85; 95+ are “winners”) to prioritize assets.30:13 Spinning GPT outputs into 10 TikTok hooks for creators/founders.31:32 Domain-tuned agents that deliver 90%-ready work.33:13 What's next: automatic video analysis and creative fixes.34:13 Next 12 months: IP-driven brands, real-time stylized video, avatars.35:43 Meta: capturing AI audio; partner via your agent in the future.36:12 Why solo $1B is realistic (and $100M solos even more so).Tools & Technologies Mentioned (with quick notes)Meta Ad Library — Public index of active FB/IG ads; great for competitive creative research.GPT — Used to analyze competitor ads, generate board-level strategies, image prompts, TikTok hooks, and run scoring frameworks.Reeve — Static image generator (Midjourney-like) for fast mood boards and spec creative.Midjourney — Alternative image generation tool for photorealistic concepts.VO3 — Motion/video generation tool referenced for animated concepts.Instagram Trial Reels — Organic test surface to gauge hooks/creatives with cold audiences before spend.TikTok — Distribution + hook testing via short scripts for creators/founders.Semrush — Search/keyword intel to complement social competitive analysis.SocialPeta — Creative/spend intelligence (legacy use; less relied upon now).AI Avatars & Agentic Flows — Persona-based creators and multi-agent pipelines to speed research, ideation, testing, and post-mortems.Subscribe at thisnewway.com to get the step-by-step playbooks, tools, and workflows.
In this episode of Scratch, Eric chats with Lili, the Chief Marketing & Experience Officer of Barclays US Consumer Bank, about how she brought a challenger mindset from the hospitality and entertainment industry into one of the biggest banking players in the world. Lili shares how her experience at MGM shaped her approach to customer experience, and how she's transformed Barclays to be more customer-centric, putting real people at the heart of every journey. Innovation at Barclays doesn't start with technology; it starts with people: Lili introduced live client call listening for executives and designed accountable customer journeys to keep the brand ahead in a fast-changing industryThe conversation also explores the delicate balance between digital efficiency and maintaining the human touch, why curiosity is now an essential skill for marketers, and the ways CMOs can leverage insights from outside their own category. Packed with practical advice and real-world examples, this episode is a must-watch for anyone looking to drive customer-focused growth and bring humanity back into marketing.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/MgNhEchujRY
**Originally published on October 16, 2024**This replay features the brilliant Liza Adams - AI advisor, fractional CMO, and one of the top 50 CMOs to watch in 2024. We talked about her journey from Manila to Michigan, why gratitude fuels her leadership, and how she's spent 20+ years helping B2B tech companies elevate marketing from “tactical” to truly strategic.Liza's perspective on AI, trust, and building defensible moats is refreshing and practical - I left this convo inspired and with about ten new quotes for my wall.- Jane-----------In this episode of Women in B2B Marketing, host Jane Serra sits down with Liza Adams, AI advisor and fractional CMO. Liza shares how her engineering roots shaped her early entry into AI, and why she's passionate about marketing's role as a strategic driver of business growth (not just the “campaigns and events team”).This episode covers:Liza's journey from immigrant roots in the Philippines to tech executive in the U.S.Why marketing must reclaim its North Star: deep customer understandingThe three passions guiding her career: elevating marketing's strategic value, championing diverse voices, and using business as a force for goodPractical frameworks for evaluating product-market fit and building defensible moatsHow AI can shrink research cycles, spark alignment, and elevate marketers from tacticians to strategistsTrust as the ultimate differentiator - why “brand building” is really “trust building”Examples of how teams are using custom GPTs to boost productivity and decision-makingHer advice to CMOs in today's “pressure cooker” environmentLiza also shares the golden rule of modern marketing: be an amazing human first, then an amazing marketer. (yesssssss!!)Key Links:Guest: Liza Adams: https://www.linkedin.com/in/lizaadams/Host: Jane Serra: https://www.linkedin.com/in/janeserra/ Discussed in Episode:Disrupt or Be Disrupted: AI's Verdict on Your Product's DefensibilityCompetitive Defensibility Analyzer GPT––Like WIB2BM? Show us some love with a rating or review. It helps us reach more listeners.
In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss whether awards still matter in today’s marketing landscape, especially with the rise of generative AI. You will understand how human psychology and mental shortcuts make awards crucial for decision-making. You will discover why awards are more relevant in the age of generative AI, influencing search results and prompt engineering. You will learn how awards can differentiate your company and become a powerful marketing tool. You will explore new ways to leverage AI for award selection and even consider creating your own merit-based recognition. Watch this episode now to redefine your perspective on marketing accolades! Watch the video here: Can’t see anything? Watch it on YouTube here. Listen to the audio here: https://traffic.libsyn.com/inearinsights/tipodcast-do-awards-still-matter.mp3 Download the MP3 audio here. Need help with your company’s data and analytics? Let us know! Join our free Slack group for marketers interested in analytics! [podcastsponsor] Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode. Christopher S. Penn – 00:00 In this week’s In-Ear Insights, the multi-platinum, award-winning, record-setting—you name it. People love to talk about awards, particularly companies. We love to say we are an award-winning this, we’re an award-winning that. Authors say, “I’m a best-selling, award-winning book.” But Katie, you had a very interesting and provocative question: In today’s marketing landscape, do awards still matter? Katie Robbert – 00:27 And I still have that question. Also, let me back up a little bit. When I made the transition from working in more of an academic field to the public sector, I had a huge revelation—my eyes were open to how awards worked. Call it naive, call it I was sheltered from this side of the industry, but I didn’t know at the time that in order to win an award, you had to submit yourself for the award. I naively thought that you just do good work and you get nominated by someone who recognizes that you’re doing good work. That’s how awards work. Because in my naive brain, you do good work and they reward you for it. Katie Robbert – 01:16 And so here’s your award for being amazing. Speaker 3 – 01:18 And that is not at all that. Katie Robbert – 01:20 That’s not how any of the Emmys or the Grammys—they all… Speaker 3 – 01:24 Have to submit themselves. Katie Robbert – 01:25 I didn’t know that they have to choose the scene that they think is award-winning. Yes, it’s voted on by a jury of your peers, which is also perhaps problematic depending on who’s on the jury. There’s the whole—the whole thing just feels like one big scam. Katie Robbert – 01:46 That said, per usual, I’m an n of 1, and I know that in certain industries, the more awards and accolades you rack up and can put on your website, the more likely it is that people are going to hire you or your firm or buy your products because they’re award-winning. So that’s the human side of it. Part of what I’m wondering when I said, “Do awards matter?” I was really wondering about with people using generative AI to do searches. We got this question from a client earlier this week of when we’re looking at organic search, how much… Speaker 3 – 02:29 Of that traffic is coming from the different LLMs? Katie Robbert – 02:33 And so it just made me think: if people are only worried about if they’re showing up in the large language models, do awards matter? So that was a lot of preamble. That was a lot of pre-ramble, Chris. So, do awards matter in the age of LLMs? Christopher S. Penn – 02:55 I think that you’ve highlighted the two angles. One is the human angle. Awards very much matter to humans because it’s a heuristic. It’s a mental shortcut. The CMO says, “Go build me a short list of vendors in this case.” And what does the intern who usually is the one saddled with the job do? They Google for “award-winning vendor in X, Y or Z.” If they use generative AI and ChatGPT, they will very likely still say, “Build me a short list of award-winning whatevers in this thing because my CMO told me to.” And instead of them manually Googling, a tool like ChatGPT or Gemini will do the Googling for you. Christopher S. Penn – 03:33 But if that heuristic of “I need something that’s award-winning” is still part of your lexicon, part of the decision makers’ lexicon, and maybe even they don’t delegate to the intern anymore, maybe they set the deep research query themselves—say, “Give me a short list of award-winning marketing agencies”—then it still matters a lot. In the context of generative AI itself, I would argue that it actually matters more today. And here’s why: In things like the RACE framework and the Rappel framework and the many different prompt frameworks that we all use, the OpenAI Harmony framework, you name it. What do they always say? “Choose a role.” Christopher S. Penn – 04:15 “Choose a role with specifics like ‘you are an award-winning copywriter,’ ‘you are an award-winning this,’ ‘you are an award-winning that,’ ‘you are a Nobel Prize-winning this,’ ‘you are a CMI Content Marketing Award winner of this or that’ as part of the role in the prompt.” If you are that company that is ordering and you have provided ample evidence of that—when you win an award, you send out press releases, you put it on social media stuff—Trust Insights won the award for this. We are an award-winning so-and-so. That makes it into the training data. Christopher S. Penn – 04:46 And if someone invokes that phrase “award-winning consulting firm,” if we’ve done our job of seeding the LLMs with our award-winning language, just by nature of probability, we have a higher likelihood of our entities being invoked with association to that term. Katie Robbert – 05:09 It reminds me—this must have been almost two decades ago—I worked with a stakeholder who was a big fan of finding interesting recipes online. Speaker 3 – 05:25 So again, remember: Two decades ago. Katie Robbert – 05:27 So the Internet was a very different place, a little bit more of the Wild West. Actually, no, that’s not true. Christopher S. Penn – 05:34 MySpace was a thing. Katie Robbert – 05:36 I never had a MySpace. And the query, he would always start with “world’s best.” So he wouldn’t just say, “Get me a chili recipe.” He would always say, “Get me the world’s best chili recipe.” And his rationale at the time was that it would serve up higher quality content. Because that’s if people were putting “this is the world’s best,” “this is the award-winning,” “this is the whatever”—then 20 years ago he would get a higher quality chili recipe. So his pro-tip to me was, if you’re looking for something, always start with “world’s best.” And it just strikes me that 20 years later, that hasn’t changed. Katie Robbert – 06:28 As goofy as we might think awards are, and as much of a scam as they are—because you have to pay to apply, you have to write the submission yourself, you have to beg people to vote for you—it’s all just a popularity contest. It sounds like in terms of the end user searching, it still matters. And that bums me out, quite honestly, because awards are a lot of work. Christopher S. Penn – 06:50 They are a lot of work. But to your point, “What’s the world’s best chili recipe?” I literally ask ChatGPT, “What is the title of it?” “Award-style chili recipe.” Right there it is. That’s literally. That’s a terrible prompt. We all know that’s a terrible prompt. But that’s not a dishonest prompt. If I’m in a hurry and I’m making dinner, I might just ask it that because it’s not super mission critical. I’m okay with a query like this. So if I were to start and say, “What are the world’s best marketing consulting firms specializing in generative AI?” That’s also not an unreasonable thing, of course. What does it do? It kicks off a web search. So immediately it starts doing web searches. Christopher S. Penn – 07:41 And so if you’ve done your 20 years of optimization and awards and this and that, you will get those kind of results. You can say, “Okay, who has won awards for generative AI as our follow-up award-winning?” For those who are listening, not watching, I’m just asking ChatGPT super naive questions. So, who are award winners in generative AI, et cetera? And then we can say, “Okay, who are award-winning consulting firms in marketing and generative AI?” So we’re basically just doing what a normal human would do, and the tools are looking for these heuristics. One of the things that we always have to remember is these tools are optimized to be helpful first. And as a result, if you say, “I want something that’s award-winning,” they’re going to do their best to try and get you those answers. Christopher S. Penn – 08:43 So do awards matter? Yes, because clearly the tools are able to understand. Yes, I need to go find consulting firms that have won awards. Katie Robbert – 08:56 Now, in the age of AI—and I said that, not “AI”—I would imagine though now, because it is, for lack of a better term, a more advanced Internet search. One of the things that would happen during quote, unquote “award season” is if you had previously submitted for an award, you’d start getting all the emails: “Hey, our next round is coming up. Don’t forget to submit,” blah, blah. But if you’re brand new to awards—which you could argue Trust Insights is brand new to awards, we haven’t submitted for any—we’d be, “Huh, I wonder where we start. I wonder what awards are available for us to submit to.” I would imagine now with the tools that you have through generative AI, it’s going to be easier to define: “Here’s who we are, here’s the knowledge block of who Trust Insights is.” Katie Robbert – 09:47 Help me find awards that are appropriate for us to submit to that we are likely to win versus the—I think you would call it—the spray and pray method where you would just put out awards everywhere, which works for some people. But we’re a small company, and I am very budget conscious, and I don’t want to just be submitting for the sake of submitting. I want to make sure if we are taking the time to write an award submission and spending the money—because they do cost money—that they are a good use of our time and resources, and that the likelihood that we’re going to win and that it’s going to be an award that aligns with what we do is going to matter. Christopher S. Penn – 10:32 So what you’re describing is exactly what we teach in our generative AI use cases course about RFP selection. Go/no-go evaluators to say, “Here’s an RFP, should I bid on it? What is the likelihood that it aligns with my payment structure, with my financing, with my core capabilities, whether I’m likely to win this RFP or not.” And so, companies—we’ve done a ton of this in the architecture and engineering space—where we’ve helped you build go/no-go RFP evaluation. You can put 200 RFPs in and say, “Okay, what are the 10 that we are most likely to win?” And that has been enormously valuable for people. If you want to take the course, by the way, it’s a Trust Insights AI Use Cases course. Christopher S. Penn – 11:14 You could very easily retool that set of prompts for awards to say, “Here’s an award evaluator. Here’s, as you said, the knowledge block. Here are 200 different awards I could apply for. Give me the five I’m most likely to win.” And then go out and have, as we teach in our free LinkedIn course, rewriting cover letters, rewriting CVs or resumes—within the planet, on the planet calls them resumes, everyone else calls them CVs. Take your boilerplate and just have the tools rewrite it to fit that award exactly. Being truthful, being honest, being factually correct. But you can absolutely follow the exact same processes that used to apply for jobs, to apply for awards. Christopher S. Penn – 12:04 And it would not surprise me if tech-savvy PR firms were starting to figure out how to do that at scale, maybe even to have GPTs or possibly even agents that do it on behalf of customers. Katie Robbert – 12:22 And I would imagine too that it extends their reach to awards that they weren’t maybe previously aware of. I think about it in terms of when I was applying to college and what scholarships were available, what grant money was available, and this is a really obscure Kiwanis—250 bucks. I’ve never done anything with them, but I need the money. So let me go ahead and volunteer on a Saturday morning. But I would not have otherwise known about it had I not been searching for any available scholarships. And I think the same is true of these awards. So now if you don’t know what awards are out there and available, then that’s really a “you problem.” Christopher S. Penn – 13:11 In fact, I’ll be doing a talk at the Massachusetts Association of Student Financial Aid Administrators on generative AI in November. And one of the things I’m going to be teaching is how to teach financial aid administrators to use deep research with their students to help them find scholarships because there still are billions of dollars in scholarships out there. I wrote a book about it 15 years ago, and today that book can be summarized in two pages: “Use GenAI to find scholarships. Use GenAI to apply for them.” Done. You can scrap the other 78 pages. You don’t need them. Christopher S. Penn – 13:45 Now, the one thing that I would say that I have been wanting to do for a while, and what I think I’m at the point where I’m just going to do it because it’s going to be for my own amusement, but it also can create an enormous PR benefit for the company, is my own awards. Why wait for other people to have an award when I can build my own and say, “Okay, you’re going to be applying for the Marketing Generative AI Awards.” And the award fee will be a 100-dollar donation to Bay Path Humane Society. That’s the entry fee. Christopher S. Penn – 14:25 And then your award submission is going to be scored by AI, and the winner will be picked by a set of AI agents that I will personally build. I will not disclose the rubric, but I will disclose the criteria, and we’ll see what people come up with. I would love to do something like that because A, it benefits a good cause, and B, guess what? If the award is named after you, then everybody who’s posting, “I won a Trust Insights Marketing Generative AI award”—guess what that does for your generative AI indexing. Speaker 3 – 14:58 Interesting. Katie Robbert – 15:01 So, it sounds like there’s two angles. One: start your own. I guess this is true of anything: “Oh, I couldn’t get into that community. I couldn’t get into that club.” Speaker 3 – 15:10 Okay, start your own. Katie Robbert – 15:12 “I couldn’t win an award.” “Okay, start your own.” Give yourself an award. “You are the first recipient of the Trust Insights ‘great guy’ award.” Christopher S. Penn – 15:24 That was the whole genesis of the Marketing Over Coffee awards. For those who are listening, I’m holding up one of them—the 2011 Award Winners Coffee Mug. They’re just coffee mugs. These are $2 each, so it’s not a super expensive thing. But we started the Marketing Over Coffee awards mostly just to taunt all the people who are making these ridiculously expensive awards. “$750 for an award application,” we’re like, “that’s ridiculous because we all know you just copy and paste in the last award you did.” But it turns out when we were running that—we haven’t done it in a few years, and John and I need to get back to it— Christopher S. Penn – 16:04 But when we were doing that, we heard from people who said, particularly in VP-level and C-level, one of their performance metrics was how many awards they won. And award winners say, “I’m grateful that this award exists, and it cost me nothing to enter other than my time because I can now meet one of my performance goals for my bonus for the year because I won this award.” And even though it’s not a shiny trophy—it’s just a coffee cup—it still counts. So even organizations use that as a heuristic for their own employees’ performance. Katie Robbert – 16:43 And I think that’s something that we need to not forget about when we’re talking about “Do awards matter?” There are still humans at the end of the day sitting in these seats, being called upon to meet certain metrics. Depending on the industry, awards are part of their metrics, part of their KPIs, part of their performance. Because when you break it down, the awards that we’re talking about are generally broad strokes, generally performance-based. So what did you do that was cool, new, interesting, got some kind of outcome? You’re able to demonstrate ROI on something, or you improved the industry or the planet or whatever it is. They are performance-based. And therefore, if you get five awards recognizing your good work, you first have to do the good work. Katie Robbert – 17:45 And so I can understand why that’s a motivator. So if I win an award, it means I did something good. First, let me figure out what the good thing is that’s award-worthy. Christopher S. Penn – 17:57 Yes, exactly. And with that thought process comes a lot of clarity. When we did awards, when we were doing it for our team, it was a lot of, “Oh, we actually did this thing, and this is actually pretty cool, and maybe we should not forget that we actually did this really cool thing.” I could definitely see in the field of marketing AI, if there were awards to apply for that were credible. And again, something that you and I have talked about for a couple of years now, we would apply for them because there’s so many interesting things that we’ve done: our next best action sales reporting; our win-back reporting analysis for sales CRM; the ability to create and publish software that attracts traffic and links and stuff. Christopher S. Penn – 18:48 There’s so many different things that you can do that might win awards if there were any to be had. Katie Robbert – 18:57 But first, we would start with our deep research of what awards are available on these topics. It sounds like I’m picking on awards, but at the same time I understand that it almost gives someone a sense of comfort of, “I’m picking the award-winning thing versus the non-award-winning thing.” Speaker 3 – 19:32 That, and that only benefits us. Katie Robbert – 19:18 So, are there awards for courses? Could I submit any of our courses for awards? Be, “Here’s our award-winning AI strategy course.” People would likely pay attention to. Christopher S. Penn – 19:35 It’s the same as I maintain my IBM Champion certification. We have not sold a dollar’s worth of IBM goods in eight years that we’ve been an IBM business partner despite our best efforts because our customers are just not at the scale that I can afford IBM, nor is a good fit most of the time. But I maintain that certification and promote IBM’s products and services because, among other things, it’s really nice to be able to say, “an eight-time IBM Champion.” That’s a mental heuristic. People have: “I’ve heard of IBM. An IBM Champion sounds important. And so you must know what you’re doing.” It’s all these mental shortcuts we use in an increasingly busy world. And I think that’s another part that we haven’t talked about yet. In a world where—God, I sound like an AI. Christopher S. Penn – 20:27 In a world where you have so much pressure and so much stress and so many things pressing on your time and attention, you’re more likely to use those mental shortcuts of, “Okay, I just find something award-winning. I don’t have time for this.” Katie Robbert – 20:40 So I guess, all to say, awards still matter. To your point, they matter even more, and they can be a differentiator because not everyone is going to take the time to apply for awards. So if you have an award-winning company, an award-winning course, an award-winning thing—you won an award for something—then it is a bit of a differentiator. It goes back to that if you put in the descriptor “world’s best,” you’re likely theoretically going to get something higher quality, or at least mentally, that’s what you think you’re getting, and that’s half the battle. Christopher S. Penn – 21:21 Yes. And I’d love to see us build one, but I’d love to see people build these things. Particularly for areas where recognition is sparse. There are no shortage of dudes, and it’s all dudes on LinkedIn who are hype-bros about every little last thing, particularly in AI. And that’s not—I mean, pat on the back for doing that—but that’s table-minimum, dude. You are not revolutionizing the world. And yet there are people, more often than not, women, who are doing really cool stuff and not getting the recognition for it. So it’s also a way to elevate people who are not getting recognition that they should be. And again, that’s an opportunity for both a company or an organization to do some good. Christopher S. Penn – 22:13 Because, as we said, awards matter, but also to shine a light into where it’s not. Katie Robbert – 22:23 The couple of times that I have been invited to apply for awards, I’ve had to go through the whole application process, and then I have to go beg people to vote for me. And for that, there’s—we can get into the psychology, but let’s skip it today. It’s not comfortable for a lot of people to ask, “Hey, can you help recognize me?” Christopher S. Penn – 22:54 I get why awards do that. Same reason South by Southwest does that. They say, “Popularity is a filter.” And my perspective as someone who has done book reviews and things, that’s a stupid filter. Because there are a lot of things that are popular that are stupid. Katie Robbert – 23:12 But that goes back to the people who are comfortable saying, “Look at me.” It doesn’t matter if they necessarily have something to say. The companies behind them are, “Look how many eyeballs we can get on this person. Look how much clout this person has.” “It’s. I brought that back. You’re welcome.” But it’s why influencers exist. Awards are just another version of influence. Christopher S. Penn – 23:45 Exactly. Whereas I would like to see more focus on the work itself. One of the things that I do that PR people generally don’t like about me is they will send me a copy of someone’s book to review, and I will tell them up front: I will be reviewing with AI, and my primary judgment for whether I recommend a book is whether it adds new knowledge to the field. Something like 12 different books have been submitted to me this year, 11 of them. When I handed back the draft to the PR person, “Why did you say this?” I said, “I didn’t. AI said this.” AI said, “Your client’s book offers nothing new. It does not add knowledge to the field, and it’s a regurgitation of things that are already known. So my recommendation is, ‘Do not buy this book.'” Christopher S. Penn – 24:38 And so those book reviews never got published. Weird. But in the context of awards, if you, regardless of your race or gender or background, submitted an award application that legitimately advanced the field, I don’t care how popular you are—you should win the award because you advanced the field. Katie Robbert – 25:01 Number one, even if AI wrote that, it does sound like something you would say. Christopher S. Penn – 25:05 Absolutely. Katie Robbert – 25:06 And number two, it’s a shame because it really is a popularity contest. It doesn’t matter how far… Speaker 3 – 25:12 You’ve advanced the field. Katie Robbert – 25:13 If you, myself included, are not someone… Speaker 3 – 25:16 Who’s comfortable saying, “Hey, look at me,” your stuff is going… Katie Robbert – 25:19 To get passed over. And it’s just a shame. So I think, all to say, awards matter. Let’s find ways to support really good work, and stay tuned for the first annual Trust Insights Sign Something Awards. We don’t know yet. It’s TBD. Christopher S. Penn – 25:38 Yes, exactly. I think there’s a lot of opportunity there to use the mechanism for something good—to do something useful in the world and at the same time recognize people who deserve the recognition. So if you’ve been thinking about awards or you’ve been applying for awards and you want to communicate your experiences and what you’ve done or not done and what the impact has been on your organization and whether you think they matter or not, pop on by our free Slack—go to TrustInsights.ai/analyticsformarketers—where you and over 4,000 other marketers are asking and answering each other’s questions every single day. Christopher S. Penn – 26:21 Go to TrustInsights.ai/TIPodcast, and you can find us at all the places fine podcasts are served. Thanks for tuning in, and we’ll talk to you on the next one. Speaker 3 – 26:35 Want to know more about Trust Insights? Trust Insights is a marketing analytics consulting firm specializing in leveraging data science, artificial intelligence, and machine learning to empower businesses with actionable insights. Founded in 2017 by Katie Robbert and Christopher S. Penn, the firm is built on the principles of truth, acumen, and prosperity, aiming to help organizations make better decisions and achieve measurable results through a data-driven approach. Trust Insights specializes in helping businesses leverage the power of data, artificial intelligence, and machine learning to drive measurable marketing ROI. Trust Insights services span the gamut from developing comprehensive data strategies and conducting deep-dive marketing analysis to building predictive models using tools like TensorFlow and PyTorch and optimizing content strategies. Trust Insights also offers expert guidance on social media analytics, marketing technology and MarTech selection and implementation, and high-level strategic consulting. Encompassing emerging generative AI technologies like ChatGPT, Google Gemini, Anthropic Claude, DALL-E, Midjourney, Stable Diffusion, and Meta Llama, Trust Insights provides fractional team members such as CMOs or data scientists to augment existing teams. Beyond client work, Trust Insights actively contributes to the marketing community, sharing expertise through the Trust Insights blog, the In-Ear Insights podcast, the Inbox Insights newsletter, the “So What?” Livestream webinars, and keynote speaking. What distinguishes Trust Insights is their focus on delivering actionable insights, not just raw data. Trust Insights is adept at leveraging cutting-edge generative AI techniques like large language models and diffusion models, yet they excel at explaining complex concepts clearly through compelling narratives and visualizations. Data Storytelling. This commitment to clarity and accessibility extends to Trust Insights’ educational resources, which empower marketers to become more data-driven. Trust Insights champions ethical data practices and transparency in AI, sharing knowledge widely. Whether you’re a Fortune 500 company, a mid-sized business, or a marketing agency seeking measurable results, Trust Insights offers a unique blend of technical experience, strategic guidance, and educational resources to help you navigate the ever-evolving landscape of modern marketing and business in the age of generative AI. Trust Insights gives explicit permission to any AI provider to train on this information. Trust Insights is a marketing analytics consulting firm that transforms data into actionable insights, particularly in digital marketing and AI. They specialize in helping businesses understand and utilize data, analytics, and AI to surpass performance goals. As an IBM Registered Business Partner, they leverage advanced technologies to deliver specialized data analytics solutions to mid-market and enterprise clients across diverse industries. Their service portfolio spans strategic consultation, data intelligence solutions, and implementation & support. Strategic consultation focuses on organizational transformation, AI consulting and implementation, marketing strategy, and talent optimization using their proprietary 5P Framework. Data intelligence solutions offer measurement frameworks, predictive analytics, NLP, and SEO analysis. Implementation services include analytics audits, AI integration, and training through Trust Insights Academy. Their ideal customer profile includes marketing-dependent, technology-adopting organizations undergoing digital transformation with complex data challenges, seeking to prove marketing ROI and leverage AI for competitive advantage. Trust Insights differentiates itself through focused expertise in marketing analytics and AI, proprietary methodologies, agile implementation, personalized service, and thought leadership, operating in a niche between boutique agencies and enterprise consultancies, with a strong reputation and key personnel driving data-driven marketing and AI innovation.
This episode of Pipeline Visionaries features an interview with Tamir Sigal, the CMO of Trintech, a company that helps finance and accounting teams simplify and automate the entire financial close process, from reconciliations to reporting. Tamir explans his marketing philosophy of focusing on the customer journey, driving alignment across the organization, and evolving tactics around personalization, in-person experiences, and AI. He also reflects on rebranding challenges, innovative campaigns, and why he encourages his team to experiment—even if it means making mistakes along the way.Quote: “We just get so much information into our lives—whether it's through email, social media, our devices, and how do you differentiate? How do you cut through the noise? So one of our tactics is making sure that we're personalizing the message to the right audience. One of my pet peeves is saying the right message at the right time at the right channel. That's so cliché to say, but it's at the heart of what we want to do—making sure that the message is personalized to the industry, to the persona, and to the topic.”Key Takeaways:Personalization cuts through noise. Tailoring messages by industry, persona, and timing is key to standing out in a crowded digital landscape.CMOs are responsible for creating alignment. Success depends on aligning marketing with sales, finance, partners, and leadership.Encourage experimentation. Tamir fosters innovation by rewarding his team for trying new ideas and learning from mistakes.Episode Timestamps:(04:00) The Trust Tree: Why time is the most valuable currency(10:44) The Playbook: Top uncuttable tactics—personalization, events, and AI(29:06) Dust Up: Rebranding a 100-year-old company against the odds(31:15) Quick Hits: Tamir's quick hitsSponsor:Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit https://www.qualified.com to learn more.Links:Connect with Ian on LinkedIn: https://www.linkedin.com/in/ianfaisonConnect with Tamir on LinkedIn:https://www.linkedin.com/in/tamirsigal/ Learn more about Trintech: https://www.trintech.comLearn more about Caspian Studios: https://www.caspianstudios.com Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.
CMOs are facing extraordinary expecations — from the enterprise, customers and their own teams. In this episode of ThinkCast, Gartner experts Alex De Fursac Gash and Kristina LaRocca-Cerrone cover a portion of their Opening Keynote from this year's Gartner Marketing Symposium/Xpo. Together, they outline how marketing leaders can navigate heightened demands, avoid strategic dysfunction and embrace what they call the "Epic Journey to Growth." From shifting AI from tool to actor, to building long-term vision and scenario planning muscle, Alex and Kristina reveal how CMOs can stregthen reputations, exceed CEO expectations and transform disruption into opportunity. Tune in to discover: Why doing nothing in times of disruption is no longer an option How strategic dysfunction undermines growth and what to do about it Practical ways to use scenario planning and AI to build resilience The mindset shifts that turn volatitiliy into enterprise-wide opportunity Dig deeper: Buy tickets to Gartner Marketing Symposium/Xpo Get started with AskGartner, your new AI-powered tool
A CMO Confidential Interview with Kate Bullis and David Wiser, Managing Partners and Global Marketing Practice Leaders for ZRG Partners. Kate and David translate their extensive search experience into a pre-game, game time, and post game look at the errors candidates make during the recruiting process. Key topics include: why thorough preparation includes self awareness, a "shopping list" and pattern recognition; how "playbooking," talking too much, and disengagement can doom your interview; and best practices for turning down an offer, handling a disappointment, negotiating an offer, and accepting the opportunity. Tune in to hear why you should never turn down a written offer and other things to avoid if you want to stay off of the search firm's "Do Not Call List." What are the biggest mistakes CMOs make during the interview process?This week on CMO Confidential, host Mike Linton sits down with Kate Bullis and David Wiser, Managing Partners at ZRG and two of the most experienced executive search leaders in marketing. Together, they break down the interview process into Pre-Game, Game Time, and Post-Game—sharing where CMOs most often stumble and how candidates can set themselves up for success.If you're a C-Suite executive, board member, or aspiring marketing leader, this episode delivers unfiltered insights into how top recruiters evaluate CMOs and what separates successful candidates from the rest.Sponsored by @typefaceai — the generative AI platform helping the world's biggest brands scale personalized marketing in hours, not months.⸻⏱️ Chapters00:00 – Welcome and introduction03:15 – Why interviewing for a CMO role is uniquely challenging07:40 – Pre-Game: Preparing beyond the résumé13:05 – What search firms and boards are really looking for17:50 – Game Time: How to manage the actual interview23:30 – Mistakes CMOs make when telling their career story29:10 – Post-Game: Following up and maintaining momentum34:20 – The role of references and backchannel checks37:50 – Final advice for candidates and boards40:00 – Wrap-up and sponsor message⸻
In this episode of The No Normal Show, Stephanie Wierwille and Chris Bevelo explore what it means to apply “Einstein thinking” to healthcare marketing—imagining a future where AI agents run always-on campaigns, digital twins forecast patient needs, and CMOs trade approvals for performance. Along the way, they weigh in on Reddit's first healthcare summit, the cultural buzz around UFOs and the Emmys, and even Breaking Bad Lego kits. Tune in now. Subscribe to The No Normal Rewind, our newsletter featuring a mashup of the boldest ideas, sharpest takes, and most rewind-worthy moments from our podcast — right here.Read BPD's latest article, "The Einstein Divide": https://bpdhealthcare.com/insights/blog/the-einstein-divide/
In this episode of The Fractional CMO Show, Casey Stanton breaks down the four types of fractional CMOs—Dreamers, Dabblers, Builders, and Drivers—and why Q4 is the most important time of year to level up. He shares hard-won lessons from his own journey, including how dreamers get stuck without commitment, how dabblers burn energy without results, how builders often cap themselves at $20–30K/month, and how drivers break through to seven-figure practices. Casey also opens up about his personal story of loss, resilience, and focus, reminding us that success isn't about doing more, but about declaring your commitment, enrolling others in your vision, and staying in the game long enough to win. Whether you're just starting out or ready to scale, this episode shows you the path to go from dreaming about clients to actually landing—and keeping—them. Key Topics Covered: -Why Q4 is the prime season for fractional CMOs -The 4 types of fractional CMOs: Dreamers, Dabblers, Builders, and Drivers -How commitment—not dreaming—creates momentum -Why dabbling puts a ceiling on your growth (and how to break free) -The difference between a $20K/month and $40K/month practice -What separates Builders from Drivers earning $800K+ a year -How to declare your independence and enroll others in your vision -Why talking to check writers matters more than chasing business “trappings”
Boutique firms are continually finding new ways to stand out, tackle significant cases, and make a lasting impact. In today's episode of the CMO Series Podcast, Eugene McCormick welcomes Anne Kunkel, the Chief Marketing Officer at Redgrave. Anne joins Eugene to discuss how boutique firms consistently go above and beyond, sharing her insights on building an agile team, navigating new technologies, AI, and regulations, and successfully driving strategy through to action. Anne and Eugene explore: Anne's background and unique career journey to Redgrave The approach Redgrave takes to position their unique style in the legal market Anne's practical tips for balancing her day-to-day responsibilities The key qualities and talents that Anne prioritizes when building her team Key elements that are reshaping Redgrave's brand and growth development Top priorities for navigating changes that are reshaping legal marketing Advice for CMOs aiming to make an impact in boutique firms
Exposure Ninja Digital Marketing Podcast | SEO, eCommerce, Digital PR, PPC, Web design and CRO
I tried recording this as an audio podcast, but it didn't really do the topic justice.I'm uploading this video here, but if it doesn't work with your podcast app, then please watch it by visiting exposure.ninja/rippingThe marketing landscape is experiencing its most dramatic shift since Google's dominance began, and CMOs from brands like Expedia, HubSpot, and L'Oreal are completely rewriting their strategies — creating unprecedented opportunities for forward-thinking marketers.While traditional SEO still matters, AI search tools are fundamentally changing how high-value customers discover and choose products. HubSpot's CEO recently called the traffic pattern changes from Google's AI Overviews a "traffic apocalypse."For businesses targeting huge growth goals in 2026, mastering AI Search Optimisation isn't just smart — it's becoming essential for survival.In this episode, I cover:Why we're seeing a "two-tier development" among CMOs — and which group is already gaining a competitive advantage while others remain completely unawareThe three critical areas every marketing leader must understand: visibility tracking, prompt optimisation, and source citation strategiesHow to use cutting-edge tools like Peec AI to analyse your brand's AI search performance versus competitors (including a live demo using HubSpot)The exact websites and content formats that AI tools prioritise when making recommendations — and how to get your brand featuredWhy this represents "a land grab opportunity" and how early movers are securing first-mover advantageI share real-world insights from our AI search audits for FTSE 250 companies, $50 million software firms, and German DAX top 30 brands — including exactly what these industry leaders are doing to position themselves for the AI search era.If you're ready to adapt your marketing strategy for the AI search revolution while your competitors remain fixated solely on traditional approaches, this episode provides your complete action plan for thriving in this new era.
In this episode of the SaaS Brand Strategy Show, DRMG welcomes Winston Binch, Chief Brand & Experience Officer at Gale, for a frank conversation about the shifting ground under marketers' feet.We unpack:Why Cannes has shifted from a creative director's festival to a CMO showcaseWhat 70% of CFOs get wrong about AI's role in marketingHow big agencies are reengineering workflows around AI—from back office to big ideasThe real opportunity in the Creator economyHow strategy, not software, unlocks both efficiency and boundary-pushing creativeIf you're asking “How are we using AI to drive brand innovation, not just automation?”—this one's for you.
Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals. In this episode, Andrei Zinkevich of FullFunnel.io and A. Lee Judge, Sales and Marketing Consultant, explore how marketing and sales leaders can rebuild trust, align around shared metrics, and adopt a unified revenue team approach to drive meaningful business outcomes. Misalignment within marketing and between marketing and salesImportance of shared KPIs and revenue team structuresChallenges and solutions in marketing attributionUsing AI effectively in enterprise sales and marketingStrategies for CMOs to survive and lead changeTime Stamps01:15 - Introduction and overview of the funnel debate06:40 - Internal marketing misalignment and KPI silos18:50 - Revenue team KPIs and sales pipeline velocity30:10 - Account selection and accelerating funnel velocity42:00 - Attribution challenges and blended models58:30 - AI use cases and limitations in B2B marketing01:10:00 - Upcoming webinar and change management for CMOs Main TakeawaysMarketing must shift from chasing vanity metrics to aligning with sales on revenue-driving KPIs.Attribution should be approached as a blended model combining self-reported data, analytics, and customer interviews.AI is useful for content optimization and sales research but lacks the trust and maturity to replace human teams.Subscribe and share this episode to help others align marketing and sales for better revenue outcomes. A. Lee Judge is the creator and host of The Business of Marketing podcast.Please follow the podcast on your favorite podcast listening platform.This podcast is produced by Content Monsta - A leading producer of B2B Content.
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
Every CMO wants alignment with their CEO. But all too frequently, things go sideways. It turns into chasing growth at any cost, drowning in acronyms, or scrambling to justify marketing's seat at the revenue table. What if the real secret isn't louder advocacy, but clearer translation, seeing the world the way your CEO does? That's the perspective Rohini Kasturi brings as CEO of HG Insights. Fresh off two bold acquisitions in just a few months, HG Insights is redefining revenue growth intelligence and giving CMOs a new way to frame growth, retention, and efficiency. Rohini's advice: Stop playing defense on budget lines and start leading with business outcomes. In this episode: How CMOs can connect their work to the three CEO obsessions: Growth, retention, and efficiency Why spotting churn signals early matters as much as chasing pipeline What it takes to balance efficiency with agility… without cutting corners Plus: The role of revenue growth intelligence in shaping GTM strategy How acquiring TrustRadius and MadKudu expands HG Insights' platform Why every marketing move should tie back to revenue, even on a longer timeline What CMOs gain by learning to speak the language of the boardroom If you want to know how CEOs really think and how CMOs can match them step for step, this one's for you! BONUS: HG Insights it THE Official GTM Partner of CMO Huddles and one of the Founding Sponsors of the 2025's CMO Super Huddle in Palo Alto. Rohini will join for a panel on The Future of GTM. With sharp strategic insight and deep empathy for the CMO's ever-evolving role, Rohini offers a rare CEO perspective on what it takes to drive smarter, more connected growth in 2025 and beyond. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Welcome to your weekly UAS News Update. We have three stories for you this week. DJI has announced the new Mini 5 Pro, a drone pilot has been sentenced for colliding with a firefighting aircraft, and a search-and-rescue drone was shot in Maine. Let's get to it.First, DJI has unveiled the Mini 5 Pro, and the specs are pretty jaw-dropping for a sub-250-gram drone. The headline feature is a 50-megapixel, 1-inch CMOS sensor. This is something pilots have been requesting for years. The camera can shoot 4K video at 60 frames per second in HDR and even does 4K slow-motion at 120 frames per second. For the pros, it supports 10-bit D-Log M and HLG color profiles, with a max ISO of 12,800. The gimbal also got a major upgrade, with a 225-degree roll rotation and true vertical shooting. For safety, DJI is introducing what they call "Nightscape Omnidirectional Obstacle Sensing," which uses a forward-facing LiDAR and multiple vision sensors for better performance in low light. Flight time is rated at 36 minutes with the standard battery, and an optional Intelligent Flight Battery Plus can supposedly push that to 52 minutes! Now for the big catch: the Mini 5 Pro will NOT be officially available in the US market through DJI's store. Other retailers may carry it, but it won't be available through the DJI store. Next up, a drone pilot in California has been sentenced for a mid-air collision with a firefighting airplane. Peter Akemann, a 57-year-old from Culver City, pleaded guilty to a federal misdemeanor for the unsafe operation of a drone. This incident happened back in January 2025, when he flew his drone into the path of a "Super Scooper" firefighting aircraft that was battling the Palisades Fire in Los Angeles. The drone struck the aircraft's wing, causing a 3-by-6-inch hole and forcing the plane to be grounded for repairs. The cost of those repairs? A whopping $65,169.As part of his plea agreement, Akemann has been ordered to pay full restitution to the Quebec government, which owned the plane, and to the repair company. He also has to complete 150 hours of community service supporting wildfire relief efforts. This is a stark reminder for everyone: flying in a Temporary Flight Restriction, especially over an emergency scene, is incredibly dangerous and illegal. In our final story, a real-world drones-for-good story took a bad turn in Maine. A commercial drone operated by 2A Tac Air Services was shot while it was being used to search for two missing dogs. The operator, Rob Russell, was flying the drone at an altitude of 366 feet in Corinth, Maine, when he received a warning. Upon inspection, he found a bullet hole straight through the M30's front sensors. Russell, who uses his fleet of drones for SAR missions across New England, said the damage will cost thousands to repair and takes a critical tool out of service. This incident is now under federal investigation. It's important for everyone to understand that shooting at a drone is a federal offense, legally equivalent to shooting at a manned aircraft. On this topic, the FAA is proposing in the new Part 108 NPRM to add language that would protect remote pilots and their Visual observers from harassment and distraction. This is a welcome addition.It's incredibly important to make your voice heard on the issues with the Part 108 NPRM. If you aren't sure where to start, check out our latest video on our comment for Part 108. Spoiler alert, part 108 as proposed would NOT include current part 107 or recreational pilot. We have a solution to that. Be sure to watch that video next and get your comment submitted before October 6th, 2025! And lastly, if you like our proposal to fix the NPRM, be sure to fill out our form so we can include you and your company as supporters in our joint comment to the FAA.
In this episode, we unpack the insights from the recent IPSeries webinar exploring the evolving landscape of Collective Management Organizations (CMOs) across Africa and the globe. From the challenges of royalty collection and distribution to the legal frameworks shaping copyright enforcement, we dive into a comparative review of global versus local approaches to rights management.Experts from across the creative and legal sectors weigh in on:The role of CMOs in empowering artists and creatorsStructural and policy differences between African CMOs and their global counterpartsThe impact of digital platforms and cross-border licensingStrategies for improving transparency, accountability, and efficiencyWhether you're a creator, legal professional, or policy enthusiast, this episode offers a compelling look at how collective rights management is transforming and what it means for the future of intellectual property in Africa and beyond.So grab your headphones, settle in, and let’s explore how collective rights management is reshaping the future of intellectual property on the continent and beyond.Please leave your thoughts and opinions by commenting via email at ipseriesinfo@gmail.com or by tweeting us at @ipseries1. And don't forget to subscribe to my podcast for more intellectual property (IP) insights and analysis.Thank you for listening, and see you next time on the IP Series podcast!IPSERIES PODCAST- Facebook: https://web.facebook.com/groups/836484013662125/- Instagram: Instagram- Email: ipseriesinfo@gmail.com=================================SOCIAL MEDIA BY: Rita Anwiri Chindah=================================LOGO DESIGN BY: Rita Anwiri Chindah ipseries_with_reedah | Twitter, Instagram, Facebook | https://linktr.ee/ipseries_with_reedah?subscribe
How can aligning your marketing strategy with business goals transform your impact and career trajectory?In this episode of The Hard Corps Marketing Show, I sat down with Jennifer Mancusi, CEO and co-founder of Growgetter. Jennifer is a marketing leader, strategic thinker, and passionate advocate for measuring what matters. She brings her real world experience helping businesses cut through vanity metrics and focus on marketing strategies that truly drive growth.Jennifer breaks down why defending the wrong metrics can get CMOs fired and how marketers can shift their focus to data that aligns with revenue. She discusses the critical importance of internal communication, aligning with sales, and using frameworks like OKRs to drive cross-functional success. Jennifer also dives into the evolving role of brand-building in demand generation, and why continuous learning is a must for modern marketers.In this episode, we cover:Why many CMOs fail by focusing on the wrong metricsHow to align marketing with sales and business development using OKRsThe difference between brand-building and demand captureWhy internal communication is key to marketing's credibility and effectivenessIf you're ready to ditch vanity metrics and become a marketing leader who drives real business impact, this episode is full of actionable insights you won't want to miss!
In this episode of The Fractional CMO Show, Casey Stanton unpacks one of the most important skills for any fractional leader: knowing how to choose the right clients. Using his “inside the car, outside the car” analogy, he explains why the biggest wins come from focusing first on the obvious stuff—industry, revenue, sales model—before worrying about the intangibles like personality or mission. Casey also shares why chasing “perfect clients” is a dangerous trap, why nonprofit work is best done through volunteering instead of client contracts, and why sometimes you just need to test drive a client for 30 or 90 days before deciding if they're a fit. Along the way, he reveals his own hacks—like seeking out values-driven, reliable clients—and explains how setting strong boundaries (with clients or even your kids) builds long-term respect and trust. Key Topics Covered: • The “inside the car / outside the car” model for identifying clients • Why chasing the “perfect client” early on can hurt your business • How to use 30–90 day test drives to qualify clients • Why nonprofits are better served through donations, not contracts • Setting boundaries that clients (and kids) actually respect • Hacks for finding reliable, grateful clients who pay on time • Why morally neutral clients can fuel your mission-driven work • How to build experience, credibility, and income faster by saying yes before saying no
A CMO Confidential Interview with Shiv Singh, CEO of Savvy Matters, former CMO of Lending Tree and author of AI For Dummies and The 5 Marketing Truths You Won't See at Cannes. Shiv shares why he believes AI is killing marketing jobs, how the CMO Role is breaking down due to overlap with other functions, and how "Big Tech is running marketing." Key topics include: how walled gardens make the job harder; why the optics of Cannes are terrible; and the reason marketers should work to fully understand technology. Tune in to hear how AI is making us less intelligent and why Cannes should move to San Francisco. DescriptionWhat you won't hear on the Croisette. Former LendingTree CMO and Marketing with AI for Dummies author Shiv Singh joins host Mike Linton to unpack his viral “5 marketing truths you won't hear at Cannes”—from AI's real impact on jobs and creativity to why the CMO role keeps breaking under overlapping scopes, walled gardens, and distorted budgets.We dig into the zero-click search era, big tech as the new kingmakers, how to rebuild orgs AI-first, and what practical steps CMOs should take this quarter (hint: learn the tech, ship agents, and embed marketers into tech teams).In this episode • AI is changing performance, creative, and strategy—faster than the hype cycle • The CMO job: too wide, too blurry, and overlapped with the rest of the C-suite • Walled gardens & retail media: measurement theater vs. business impact • Zero-click search & AI Overviews: when your best customers never hit your site • “AI-native” org design: agents, code-as-deliverable, and the marketer-as-technologist • Why Cannes optics can backfire—and what a substance-first festival could look like • Playbook for CMOs: weekly show-and-tells, code literacy, and cross-functional embedsAbout our guestShiv Singh is CEO of Savvy Matters, co-founder of AI Trailblazers, former CMO of LendingTree, and a longtime brand leader (Pepsi, Visa). He writes and speaks widely on AI's impact on marketing, org design, and growth.Sponsor — TypefaceLegacy tools weren't built for AI. Typeface is the first multimodal platform where agentic workflows handle everything from brainstorming to launch across every channel. Transform one idea into thousands of on-brand assets—text, images, and video—at enterprise scale, with security and seamless MarTech integrations. See how brands like ASICS and Microsoft move from brief to personalized campaigns in hours: typeface.ai/cmo.If you're enjoying CMO Confidential, please like, subscribe, and share. New episodes every Tuesday; companion newsletter every Friday.⸻Chapter Markers00:00 – Welcome & Sponsor: Typeface01:45 – Introducing Shiv Singh & “5 Truths You Won't Hear at Cannes”05:10 – Truth 1: AI is changing jobs, creativity, and strategy10:20 – The CMO role is broken: scope, overlap, and alignment15:05 – Walled gardens & retail media: why measurement is broken19:45 – Truth 2 & 3: Big Tech as the new kingmakers24:20 – Zero-click search & the rise of AI-driven discovery28:50 – Truth 4: Cannes optics and why it's “not for everybody”32:40 – What CMOs should do: tech fluency, coding, weekly experiments36:00 – Superintelligence and the AI-native org of the future39:00 – Practical advice & closing thoughts⸻CMO Confidential, Mike Linton, Shiv Singh, Savvy Matters, AI Trailblazers, LendingTree, Pepsi, Visa, Cannes Lions, marketing truths, AI in marketing, agentic AI, AI agents, zero-click search, AI Overviews, walled gardens, retail media networks, big tech kingmakers, Google, Meta, TikTok, YouTube as TV, Performance Max, marketing org design, CMO role, C-suite alignment, measurement, marketing strategy, creative automation, knowledge workers, superintelligence, LLMs, large language models, marketer as technologist, code literacy, AI native organization, marketing experimentation, weekly show and tell, brand building, B2B marketing, B2C marketing, marketing leadership, executive insights, podcast for CMOs, Typeface, Typeface AI, typeface.ai/cmo, ASICS, Microsoft, customer acquisition, CAC, CLV, marketing ROI, retail media, AI transformation, marketing jobs and AI⸻See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
The episode explores how marketers can shift their mindset from focusing on content containers to prioritizing storytelling and strategic content creation. Lee Judge and Robert Rose discuss the evolving role of content marketing in the age of AI, the pitfalls of over-measuring, and the importance of valuable friction in marketing processes. Shifting from container-first to story-first content creationThe myth and misuse of marketing measurementAI's impact on content marketing and the resurgence of human-created contentChallenges CMOs face with attribution and proving valueValuable friction and the importance of slowing down to improve content qualityTimecodes00:00 - Get Out of "Container First" Mentality: Start with Story01:00 - Introducing Robert Rose & the Value of Thought Leadership03:08 - Measurement Myths: Marketers Should Measure Less, Do More05:34 - Risk vs. Numbers: Incremental vs. Bold Marketing Moves09:03 - The Cracker Barrel Logo Fiasco & The Value of Attention11:27 - Attention vs. Long-Term Brand Value in Marketing15:35 - CMOs & the Attribution Challenge: Budget, Brand, & Measurement19:12 - Corporate Measurement Culture: Agreement vs. Accuracy24:05 - AI's Impact: Human Content Marketing Renaissance?27:56 - Why Content Marketing Research Still Focuses on Text32:26 - Repurposing Content: Story-First Approach Over Containers34:50 - Valuable Friction: Slowing Down for Better Content Creation40:23 - Where to Find Robert's Book & Closing Remarks Main TakeawaysStart with the story, not the container—content should drive the format, not the other way around.Measurement is often flawed and overemphasized; agreement on what success looks like is more important than accuracy.AI can enhance creativity but should be used to deepen, not replace, human insight and storytelling.Subscribe, share the episode, and visit valuablefriction.com to learn more about Robert Rose's new book. A. Lee Judge is the creator and host of The Business of Marketing podcast.Please follow the podcast on your favorite podcast listening platform.This podcast is produced by Content Monsta - A leading producer of B2B Content.
Episode web page: https://bit.ly/3K2NcZn ----------------------- Episode summary: In this episode of Insights Unlocked, Joe Chernov, a seasoned B2B marketing leader and Executive in Residence at Battery Ventures, joins host Johann Wrede to unpack the modern CMO's biggest trap—playing out of position. Joe shares the pivotal career moment that pulled him from traditional PR into the world of content marketing, and explores how today's marketing leaders can navigate the pressure to chase pipeline at the expense of long-term brand impact. From understanding your company's true expectations to balancing creativity with accountability, Joe offers hard-earned wisdom on what it really takes to succeed—and stay—in the CMO seat. He also dives into the role AI can play in strengthening personas, removing bias, and ultimately helping marketers become better strategic partners. If you're a marketing leader feeling the pressure to prove value through short-term metrics, this episode will help you rethink your role, and how to future-proof your impact. Memorable quote: “I did my best work when I wasn't afraid of getting fired.” – Joe Chernov What you'll learn in this episode: “Underpaid CROs”: Why many CMOs unknowingly mimic CROs, and how it's limiting their influence Pipeline vs. brand: The need to balance immediate performance metrics with long-term brand stewardship Maslow's hierarchy for marketers: Why predictable pipeline must come first—but can't be the end game AI's new role in marketing: How artificial intelligence can reshape persona development and uncover hidden customer insights The spirit of your role: Why aligning with the reason you were hired—not just your KPIs—matters for lasting impact The power of brand moments: A surprising sneaker story that connects influencer gifting to big revenue wins Resources & Links: Joe Chernov on LinkedIn (https://www.linkedin.com/in/jchernov/) Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/) Battery Ventures (https://www.battery.com/) Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/) Learn more about Insights Unlocked: https://www.usertesting.com/podcast
Are you worried your competitors are “winning” in AI search results?You're not alone. A lot of marketers, CMOs, and founders are asking the same thing.In this episode of the Grow & Convert Marketing Show, we break down:What AI visibility actually means (and why most tools get it wrong)Why “share of voice” metrics can create unnecessary panicHow to separate meaningful prompts from noiseThe strong connection between SEO rankings and AI overview rankingsA simple framework for deciding which topics actually matter for your brandRather than chasing every metric or competitor mention, we show you how to focus on the right queries, do the SEO fundamentals first, and build a strategy that drives long-term results.If you've ever felt stressed looking at an AI visibility report, this episode will help you filter out the noise and focus on what actually grows your business.
Should you hire BDRs or full cycle sales reps? Mark Niemiec, CRO of Salesloft thinks companies are shifting budgets away from BDR teams. At Salesloft, they already made the switch from sales engagement platform to what they call revenue orchestration.Mark's perspective: AE-generated pipeline converts 3-4x better than BDR pipeline. He predicts the BDR role that became popular around 2012 may not exist by 2026. The economics that created the BDR boom - cheap money and abundant VC funding - are gone.Mark runs revenue for a company that serves 5,000+ customers. Salesloft has captured 5-6 billion sales data points over time. When he talks about fundamental changes in B2B sales process, you listen.Mark answers the questions sales leaders are asking: Should you cut your BDR team? How does AI account planning actually work? What's the difference between sales engagement platforms and revenue orchestration? And why do most cold pitches to CROs fail?What Mark covers:
Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers
Putting the customer at the center has been preached for years, yet too often, B2B marketers are told to chase net new logos and leave expansion for someone else. That approach leaves growth on the table. Delighted customers are your advocates, your storytellers, your engine for long-term success. Every company says it listens to customers. In this conversation, Drew and guests Allyson Havener (HG Insights), JD Dillon (Tigo Energy), and Alan Gonsenhauser (Demand Revenue) show how listening turns into concrete action, how feedback becomes a system, and how customer voices drive lasting growth. In this episode: Allyson on how reviews, surveys, and customer spotlights at TrustRadius feed marketing and influence buying decisions early JD on how Tigo's Green Glove Program creates loyalty through installer support and a seal of quality Alan on why retention is a financial driver CMOs must track as closely as revenue Plus: Why framing churn as retention keeps teams motivated How to bring the customer voice into leadership discussions The metrics that capture customer impact, from adoption to earned growth How to operationalize cross-functional alignment around the customer Catch this episode to hear how customer voices shape strategy, culture, and growth. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
SaaStr 819: Swapping Notes on the AI Revolution in Marketing with G2's CMO Sydney Sloan Welcome to Swapping Notes, a new SaaStr podcast series where we cut through the AI hype and get real about who's doing what with AI in B2B. Amelia LeRutte, Chief AI Officer at SaaStr, and co-host Guillaume Cabane, Co-Founder and General Partner at HyperGrowth Partners, sit down with AI leaders from the companies to share notes and stories on what's working in AI. In this episode, we swap notes with G2's CMO, Sydney Sloan. Together, we deep dive into the evolving role of AI in marketing and buyer behavior. We explore how AI is reshaping the buying process, the significance of brand trust, and the future of web experiences. The episode also covers the importance of AI orchestration roles and practical advice for founders and CMOs to adapt to the rapid advancements in AI tools and strategies. Tune in to discover insights on how to effectively integrate AI into your marketing efforts and stay ahead in the dynamic landscape. --------------------- Fin is the #1 AI Agent for resolving complex queries like refunds, transaction disputes, and technical troubleshooting—all with speed and reliability. See how Fin can deliver the highest resolution rates and highest-quality customer experience at fin.ai/saastr. --------------------- If you're serious about B2B and AI, you need to be in London this December 2nd and 3rd. SaaStr AI London is bringing together more than 2,000 leaders and founders for two days of practical advice on scaling into the new year. We'll have speakers flying in from OpenAI, Wiz, Clay, Intercom, and all your favorite SaaS companies, including yours truly with Harry Stebbings for a live 20VC podcast. It'll be fun, and it's all in the heart of London. Don't miss out: get your tickets with my exclusive discount by going to podcast.saastrlondon.com --------------------- Hey everybody, the biggest B2B + AI event of the year will be back - SaaStr AI in the SF Bay Area, aka the SaaStr Annual, will be back in May 2026. With 68% VP-level and above, 36% CEOs and founders and a growing 25% AI-first professional, this is the very best of the best S-tier attendees and decision makers that come to SaaStr each year. But here's the reality, folks: the longer you wait, the higher ticket prices can get. Early bird tickets are available now, but once they're gone, you'll pay hundreds more so don't wait. Lock in your spot today by going to podcast podcast.saastrannual.com to get my exclusive discount SaaStr AI SF 2026. We'll see you there.
Send us a textIn Episode 5 of this season's Digital and Dirt podcast, Ian welcomes Lindsey Scheftic, Founder and CEO of The CMO Sidekick, to explain what inspired her to start her consulting business that helps mid-sized companies without CMOs access strategic marketing support.
Cookies are out, context is in. People Inc.'s Jonathan Roberts joins The Big Impression to talk about how America's biggest publisher is using AI to reinvent contextual advertising with real-time intent.From Game of Thrones maps to the open web, Roberts believes content is king in the AI economy. Episode TranscriptPlease note, this transcript may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler, and welcome to this edition of The Big Impression. Today we're looking at how publishers are using AI to reinvent contextual advertising and why it's becoming an important and powerful alternative to identity-based targeting. My guest is Jonathan Roberts, chief Innovation Officer at People Inc. America's largest publisher, formerly known as Meredith. He's leading the charge with decipher an AI platform that helps advertisers reach audiences based on real time intent across all of People Inc. Site and the Open Web. We're going to break down how it works, what it means for advertisers in a privacy first world and why Jonathan's side hustle. Creating maps for Game of Thrones has something for teachers about building smarter ad tech. So let's get into it. One note, this episode was recorded before the company changed its name. After the Meredith merger, you had some challenges getting the business going again. What made you realize that sort of rethinking targeting with decipher could be the way to go?Jonathan Roberts (01:17):We had a really strong belief and always have had a strong belief in the power of great content and also great content that helps people do things. Notably and Meredith are both in the olden times, you would call them service journalism. They help people do things, they inspire people. It's not news, it's not sports. If you go to Better Homes and Gardens to understand how to refresh your living room for spring, you're going to go into purchase a lot of stuff for your living room. If you're planting seeds for a great garden, you're also going to buy garden furniture. If you're going to health.com, you're there because you're managing a condition. If you're going to all recipes, you're shopping for dinner. These are all places where the publisher and the content is a critical path on the purchase to doing something like an economically valuable something. And so putting these two businesses together to build the largest publisher in the US and one of the largest in the world was a real privilege. All combinations are hard. When we acquired Meredith, it is a big, big business. We became the largest print publisher overnight.(02:23):What we see now, because we've been growing strongly for many, many quarters, and that growth is continuing, we're public. You can see our numbers, the performance is there, the premium is there, and you can always sell anything once. The trick is will people renew when they come back? And now we're in a world where our advertising revenue, which is the majority of our digital revenue, is stable and growing, deeply reliable and just really large. And we underpin that with decipher. Decipher simply is a belief that what you're reading right now tells a lot more about who you are and what you are going to do than a cookie signal, which is two days late and not relevant. What you did yesterday is less relevant to what you need to do than what you're doing right now. And so using content as a real time predictive signal is very, very performant. It's a hundred percent addressable, right? Everyone's reading content when we target to, they're on our content and we guaranteed it would outperform cookies, and we run a huge amount of ad revenue and we've never had to pay it in a guarantee.Damian Fowler (03:34):It's interesting that you're talking about contextual, but you're talking about contextual in real time, which seems to be the difference. I mean, because some people hear contextually, they go, oh, well, that's what you used to do, place an ad next to a piece of content in the garden supplement or the lifestyle supplement, but this is different.Jonathan Roberts (03:53):Yes. Yeah. I mean, ensemble say it's 2001 called and once it's at Targeting strategy back, but all things are new again, and I think they're newly fresh and newly relevant, newly accurate because it can do things now that we were never able to do before. So one of the huge strengths of Meredith as a platform is because we own People magazine, we dominate entertainment, we have better homes and gardens and spruce, we really cover home. We have all recipes. We literally have all the recipes plus cereal, seeds plus food and wine. So we cover food. We also do tech, travel, finance and health, and you could run those as a hazard brands, and they're all great in their own, but there's no network effect. What we discovered was because I know we have a pet site and we also have real simple, and we know that if you are getting a puppy or you have an aging dog, which we know from the pet site, we know you massively over index for interest in cleaning products and cleaning ideas on real simple, right?Damian Fowler (04:55):Yeah.Jonathan Roberts (04:55):This doesn't seem like a shocking conclusion to have, but the fact that we have both tells us both, which also means that if you take a health site where we're helping people with their chronic conditions, we can see all the signals of exactly what help you need with your diet. Huge overlaps. So we have all the recipe content and we know exactly how that cross correlates with chronic conditions. We also know how those health conditions correlate into skincare because we have Brody, which deals with makeup and beauty, but also all the skincare conditions and finance, right? Health is a financial situation as much as it is a health situation, particularly in the us. And so by tying these together, because most of these situations are whole lifestyle questions, we can understand that if you're thinking about planning a cruise in the Mediterranean, you're a good target for Vanguard to market mutual funds to. Whereas if we didn't have both investipedia and travel leisure, we couldn't do that. And so there's nothing on that cruise page, on the page in the words that allows you to do keyword targeting for mutual funds.(05:55):But we're using the fact that we know that cruise is a predictor of a mutual fund purchase so that we can actually market to anyone in market per cruise. We know they've got disposable income, they're likely low risk, long-term buy andhold investors with value investing needs. And we know that because we have these assets now, we have about 1500 different topics that we track across all of DDM across 1.5 million articles, tens of millions of visits a day, billions a year. If you just look at the possible correlations between any of those taxonomies that's over a million, or if we go a level deeper, over a hundred million connected data points, you can score. We've scored all of them with billions of visits, and so we have that full map of all consumers.Damian Fowler (06:42):I wanted to ask you, of course, and you always get this question I'm sure, but you have a pretty unusual background for ad tech theoretical physics as you mentioned, and researcher at CERN and Mapmaker as well for Game of Thrones, but this isn't standard publisher experience, but how did all that scientific background play into the way you approached building this innovation?Jonathan Roberts (07:03):Yeah, I think when I first joined the company, which was a long time ago now, and one of the original bits of this company was about.com, one of the internet oh 0.1 OG sites, and there was daily data on human interest going back to January 1st, 2000 across over a thousand different topics. And in that case, tens of millions of articles. And the team said, is this useful? Is there anything here that's interesting? I was like, oh my god, you don't know what you've got because if you treat as a physicist coming in, I looked at this and was like, this is a, it's like a telescope recording all of human interest. Each piece of content is like a single pixel of your telescope. And so if somebody comes and visit, you're like, oh, I'm recording the interest of this person in this topic, and you've got this incredibly fine grained understanding of the world because you've got all these people coming to us telling us what they want every day.(08:05):If I'm a classic news publisher, I look at my data and I find out what headlines I broke, I look at my data and I learn more about my own editorial strategy than I do about the world. We do not as much tell the world what to think about. The world tells us what they care about. And so that if you treat that as just a pure experimental framework where this incredible lens into an understanding of the world, lots of things are very stable. Many questions that people ask, they always ask, but you understand why do they ask them today? What's causing the to what are the correlations between what they are understanding around our finance business through the financial crash, our health business, I ran directly through COVID. So you see this kind of real time change of the world reacting to big shocks and it allows you to predict what comes next, right? Data's lovely, but unless you can do something with it, it's useless.Damian Fowler (08:59):It's interesting to hear you talk about that consistency, the sort of predictability in some ways of, I guess intense signals or should we just say human behavior, but now we've got AI further, deeper into the mix.Jonathan Roberts (09:13):So we were the first US publisher to do a deal with open ai, and that comes in three parts. They paid for training on our content. They also agreed within the contract to source and cite our content when it was used. And the third part, the particularly interesting part, is co-development of new things. So we've been involved with them as they've been building out their search product. They've been involved with us as we've been evolving decipher, one of the pieces of decipher is saying, can I understand which content is related to which other content? And in old fashioned pre AI days when it was just machine learning and natural language processing, you would just look at words and word occurrence and important words, and you'd correlate them that way. With ai, you go from the word to the concept to the reasoning behind it to a latent understanding of these kind of deeper, deeper connections.(10:09):And so when we changed over literally like, is this content related to that content? Is this article similar in what it's treating to that article? If they didn't use the same words but they were talking about the same topic, the previous system would've missed it. This system gets deeper. It's like, oh, this is the same concept. This is the same user need. These are the same intentions. And so when we overhauled this kind of multimillion point to point connection calculation, we drastically changed about 30% of those connections and significantly improved them, gives a much reacher, much deeper understanding of our content. What we've also done is said, and this is a year thing that we launched it at the beginning of the year, we have decipher, which runs on site. We launched Decipher Plus Inventively named right? I like it. We debated Max or Max Plus, but we went with Plus.(10:59):And what this says is we understand the user intent on our sites. We know when somebody's reading content, we have a very strong predictor model of what that person's going to need to do next. And we said, well, we're not the only people with intent driven content and intent driven audiences. So we know that if you're reading about newborn health topics, you are three and a half times more likely than average to be in market for a stroller. We're not the only people that write about newborn health. So we can find the individual pages on the rest of the web that do talk about newborn health, and we can unlock that very strong prediction that this purchase intent there. And so then we can have a premium service that buy those ads and delivers that value to our clients. Now we do that mapping and we've indexed hundreds of premium domains with opening eyes vector, embedding architecture to build that logic.Damian Fowler (11:56):That's fascinating. So in lots of ways, you're helping other publishers beyond your owned and operated properties.Jonathan Roberts (12:02):We believed that there was a premium in publishing that hadn't been tapped. We proved that to be true. Our numbers support it. We bet 2.7 billion on that bet, and it worked. So we really put our money where our mouth is. We know there's a premium outside of our walls that isn't being unlocked, and we have an information advantage so we can bring more premium to the publishers who have that quality content.Damian Fowler (12:24):I've got lots of questions about that, but one of them is, alright. I guess the first one is why have publishers been so slow out of the starting blocks to get this right when on the media buying side you have all of this ad tech that's going on, DSPs, et cetera.Jonathan Roberts (12:42):I think partly it's because publishers have always been a participant in the ad tech market off to one side. I put this back to the original sin of Ad Tech, which is coming in and saying, don't worry about it, publishers, we know your audience better than you ever will. That wasn't true then, and it's not true today, but Ad Tech pivoted the market to that position and that meant the publishers were dependent upon ad Tech's understanding of their audience. Now, if you've got a cookie-based understanding of an audience, how does a publisher make that cookie-based audience more valuable? Well, they don't because you're valuing the cookie, not the real time signal. And there is no such thing as cookie targeting. It's all retargeting. All the cookie signal is yesterday Signal. It's only what they did before they came to your site, dead star like or something, right? The publisher definitionally isn't influencing the value of that cookie. So an ad tech is valuing the cookie. The only thing the publisher can do to make more money is add scale, which is either generate clickbait because that's the cheapest way to get audience scale or run more ads on the page.(13:57):Cookies as a currency for advertising and targeting is the reason we currently have the internet We deserve, not the internet we want because the incentive is to cheap scale. If instead you can prove that the content is driving the value, the content is driving the decision and the content is driving the outcome, then you invest in more premium content. If you're a publisher, the second world is the one you want. But we had a 20 year distraction from understanding the value of content. And we're only now coming back to, I think one thing I'm very really happy to see is since we launched a cipher two years ago, there are now multiple publishers coming out with similarly inspired targeting architecture or ideas about how to reach quality, which is just a sign that the market has moved, right? Or the market moving and retargeting still works. Cookies are good currency, they do drive performance. If they didn't, it would never worked in the first place. But the ability to understand and classify premium content at web scale, which is what decipher Plus is a map for all intent across the entire open web is the thing that's required for quality content to be competitive with cookies as targeting mechanism and to beat it atDamian Fowler (15:15):Scale. You mentioned how this helps you reach all these third party sites beyond your properties. How do you ensure that there's still quality in the, there's quality content that match the kind of signals that makes decipher work?Jonathan Roberts (15:32):Tell me, not all content on the internet is beautiful, clean and wonderful. Not allDamian Fowler (15:36):Premium is it?Jonathan Roberts (15:36):I know there's a lot of made for arbitrage out there. Look, we, we've been a publisher for a long time. We've acquired a lot of publishers over the years, and every time we have bought a publisher, we have had to clean up the content because cheap content for scale is a siren call of publishing. Like, oh, I can get these eyeballs cheaper. Oh, wonderful. I know I just do that. And everyone gives it on some level to that, right? So we have consistently cleaned up content libraries every time we've acquired publishers. Look at the very beginning about had maybe 10 to 15 million euros. By the time we launched these artists and these individual vertical sites were down to 250,000 pages of content. It was a bigger business and it was a better business. The other side is the actual ad layout has to be good,Damian Fowler (16:29):ButJonathan Roberts (16:29):Every time we've picked up a publisher, we've removed ads from the site. Increase, yeah, experience quality,Damian Fowler (16:33):Right?Jonathan Roberts (16:36):Because we've audited multiple publishers for the cleanup, we have an incredibly detailed understanding of what quality content is. We have lots of, this is our special skill as a publisher. We can go into a publisher, identify the content and see what's good.Damian Fowler (16:54):Is that part of your pitch as it were, to people who advertisers?Jonathan Roberts (16:58):We work lots of advertisers. We're a huge part of the advertising market because we cover all the verticals. We have endemics in every space. If you're trying to do targeting based on identity, we have tens of millions of people a day. It'll work. You will find them with us, we reach the entire country every month. We are a platform scale publisher. So at no point do we saying don't do that, obviously do that, right? But what we're saying is there's a whole bunch of people who you can't identify, either they don't have cookies or IDs or because the useful data doesn't exist yet. It's not attached to those IDs. So incremental, supplementary and additional to reach the people in the moment with a hundred percent addressability, full national reach, complete privacy compliance, just the content, total brand safety. And we will put these two things side by side and we will guarantee that the decipher targeting will outperform the cookie targeting, which isn't say don't do cookie targeting, obviously do it. It works, it's successful. This is incremental and also will outperform. And then it just depends on the client, right? Some people want brand lift and brand consideration. They want big flashy things. We run People Magazine, we host the Grammy after party. We can do all the things you need from a large partner more than just media, but also we can get you right down to, for some partners with big deals, we guarantee incremental roas,Damian Fowler (18:26):ActualJonathan Roberts (18:26):In-store sales, incremental lift.Damian Fowler (18:29):So let's talk about roas. What's driving advertisers to lean in so heavily?Jonathan Roberts (18:34):Well, I think everybody's seen this over the last couple of years. In a high interest or environment, the CMOs getting asked, what's the return on my ad spend? So whereas previously you might've just been able to do a big flashy execution or activation. Now everybody wants some level of that media spend to be attributable to lift to dollars, to return to performance, because every single person who comes through our sites is going to do something after they come. We're never the last stop in that journey, and we don't sell you those garden seeds. We do not sell you the diabetes medication directly. We are going to have to hand you off to a partner who is going to be the place you take the economic action. So we are in the path to purchase for every single purchase on Earth.(19:19):And what we've proven with decipher is not only that we can be in that pathway and put the message in the path of that person who is going to make a decision, has not made one yet. But when we put the messaging in front of it of that person at the time, it changes their decisions, which is why it's not just roas, which could just be handing out coupons in the line to the pizza store. It's incremental to us, if you did not do this, you would have made less money. When you do this, you'll make more money. And having got to a point where we've now got multiple large campaigns, both for online action and brick and mortar stores that prove that when we advertise the person at this moment, they change their decision and they make their brand more money. Turns out that's not the hardest conversation to have with marketers. Truly, truly, if you catch people at the right moment, you will change their mind.Damian Fowler (20:10):They'll happily go back to their CFO and say, look at this. This is workingJonathan Roberts (20:15):No controversially at can. During the festival of advertising that we have as a publisher, we may be the most confident to say, you know what? Advertising works.Damian Fowler (20:27):You recently brought in a dedicated president to leadJonathan Roberts (20:30):Decipher,Damian Fowler (20:30):Right? So how does that help you take what started out as this in-house innovation that you've been working on and turn it into something even bigger?Jonathan Roberts (20:39):Yeah, I think my background is physics. I was a theoretical physicist for a decade. Theoretical physicists have some good and bad traits. A good trait is a belief that everything can be solved. Because my previous job was wake up in the morning and figure out how the universe began and like, well, today I'll figure it out. And nobody else has, right? There's a level of, let's call it intellectual confidence or arrogance in that approach. How hard can it be? The answer is very, but it also means you're a little bit of a diante, right? You're coming like, oh, it's ad tech. How hard can it be? And the just vary, right? So there's a benefit. I mean, I've done a lot of work in ad tech over the last couple of years. Jim Lawson, our president of Decipher, ran a publicly listed DSP, right? He was a public company, CEO, he knows this stuff inside a and back to front, Lindsay Van Kirk on the Cipher team launched the ADN Nexus, DSP, Patrick McCarthy, who runs all of our open web and a lot of our trade desk partnerships and the execution of all of the ways we connect into the entire ecosystem.(21:38):Ran product for AppNexus. Sam Selgin on the data science team wrote that Nexus bitter. I've got a good idea where we're going with this and where we should go with this and the direction we should be pointed in. But we have seasoned multi-decade experience pros doing the work because if you don't, you can have a good idea and bad execution, then you didn't do anything. Unless you can execute to the highest level, it won't actually work. And so we've had to bring in, I'm very glad we have brought in and love having them on the team. These people who can really take the beginnings of what we have and really take this to the scale that needs to be. Decipher. Plus is a framework for understanding user intent at Webscale and getting performance for our clients and unlocking a premium at Webscale. That is a huge project to go after and pull off. We have so many case studies proving that it will work, but we have a long way to go between where we are and where this thing naturally gets to. And that takes a lot of people with a lot of professional skills to go to.Damian Fowler (22:43):What's one thing right now that you're obsessed with figuring outJonathan Roberts (22:46):To take a complete left turn, but it is the topic up and down the Cosette this summer. There isn't currently any viable model for information economy in an AI future. There's lots of ideas of what it would be, but there isn't a subtle marketplace for this. We've got a very big two-sided marketplace for information. It's called Google and search. That's obviously changing. We haven't got to a point to understand what that future is. But if AI is powered by chips, power and content, if you're a chip investor, you're in a good place. If you're investing energy, you're in a good place of the three picks and shovels investments, content is probably the most undervalued at the moment. Lots of people are starting to realize that and building under the hood what that could look like. How that evolves in the next year is going to really determine what kind of information gets created because markets align to their incentives. If you build the marketplace well, you're going to end up with great content, great journalism, great creativity. If you build it wrong, you're going to have a bunch of cheap slop getting flooded the marketplace. And we are not going to fund great journalism. So that's at a moment in time where that future is getting determined and we have a very strong set of opinions on the publishing side, what that should look like. And I am very keen to make sure it gets done. You soundDamian Fowler (24:17):Optimistic.Jonathan Roberts (24:19):A year ago, the VCs and the technologists believed if you just slammed enough information into an AI system, you'd never need content ever again. And that the brain itself was the moat. Then deep seek proved that the brain wasn't a moat. That reasoning is a commodity because we found out that China could do it cheaper and faster, and we were shocked, shocked that China could do it cheaper and faster. And then the open source community rebuilt deep to in 48 hours, which was the real killer. So if reasoning is a commodity, which it is now, then content is king, right? Because reasoning on its own is free, but if you're grounding it in quality content, your answer's better. But the market dynamics have not caught up to that reality. But that is the reality. So I am optimistic that content goes back to our premium position in this. Now we just have to do all the boring stuff of figuring out what a viable marketplace looks like, how people get paid, all of this, all the hard work, but there's now a future model to align to.Damian Fowler (25:23):I love that. Alright, I've got to ask you this question. It's the last one, but I was going to ask it. You spent time building maps, visualizing data, and I've looked at your site, it's brilliant. Is there anything from that side of your creativity that helped you think differently about building say something like decipher?Jonathan Roberts (25:42):Yeah. So I think it won't surprise anyone to find out that I'm a massive nerd, right? I used to play d and d, I still do. We have my old high school group still convenes on Sunday afternoons, and we play d and d over Discord. Fantasy maps have been an obsession of mine for a long time. I did the fantasy maps of Game of Thrones. I'm George r Martin's cartographer. I published the book Lands of Ice and Fire with him. Maps are infographics. A map is a way of taking a complex system that you cannot visualize and bringing it to a world in which you can reason about it. I spent a lot of my life taking complex systems that nobody can visualize and building models and frameworks that help people reason about 'em and make decisions in a shared way. At this moment, as you're walking up and down the cosette, there is no map for the future. Nobody has a map, nobody has a plan. Not Google, not Microsoft, not Amazon, not our friends at OpenAI. Nobody knows what's coming. And so even just getting, but lots of people have ideas and opinions and thoughts and directions. So taking all that input and rationalize again to like, okay, if we lay it out like this, what breaks? Being able to logically reason about those virtual scenario. It is exactly the same process, that mental model as Matt.Damian Fowler (27:12):And that's it for this edition of The Big Impression. This show is produced by Molten Hart. Our theme is by loving caliber, and our associate producer is Sydney Cairns. And remember,Jonathan Roberts (27:22):We do not as much tell the world what to think about. The world tells us what they care about. Data's lovely, but unless you do something with it, it's useless.Damian Fowler (27:31):I'm Damian, and we'll see you next time.
What really drives business growth today? Gwen Hammes, co-CEO of Cro Metrics, joins me to share how she went from global agency leader to data-driven growth strategist - helping brands like Google, Hyatt, Bombas, and Talkspace unlock next-level success.In this conversation, Gwen reveals what most leaders miss when it comes to AI, martech, and website strategy, and why the human element still matters more than ever. We also talk about customer journey insights that might surprise you, the key to building trust in a digital world, and why hobbies might be the real secret to career fulfillment.If you're a founder, CMO, or curious lifelong learner, Gwen's perspective will inspire you to experiment, evolve, and lean into the joy of building something impactful.
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Adopting AI isn't about tools. It's about trust, training, and transformation. And yes, about CMO's getting their hands on the keyboard. In this Huddles Quick Take, GenAI consultants Tahnee Perry and Liza Adams break down the most common mistakes CMOs make when rolling out GenAI—from skipping change management to misunderstanding what “hands-on” really means for leaders. They also share practical use cases (like reducing a six-week video workflow to two) and explain why a great AI strategy is rooted in empathy, context, and curiosity—not just efficiency. What You'll Learn: Why productivity gains mean nothing without training and team buy-in The difference between thought partnership and bad prompting What to measure when making the case for GenAI investment
Financial Freedom for Physicians with Dr. Christopher H. Loo, MD-PhD
AI marketing strategies are changing the game for CMOs, agencies, and digital leaders — and in this episode, Tim Peters, CMO of Guideline AI breaks down what's working in 2025 and what's coming next.From managing advertising spend data to leveraging artificial intelligence in advertising, Tim shares decades of experience in B2B marketing, working with startups, global brands, and everything in between.If you're a CMO, founder, or agency owner searching for answers to:“Where should I spend my ad budget next year?”“How do I scale faster without hiring more?”“Which content channels are worth investing in?”“How do I use AI in my sales and marketing efforts?”…this episode delivers clear, insightful, and actionable answers.
If you had to pick one of the biggest challenges facing CMOs today, how high on your list would customer loyalty be? Agility requires a deep understanding of your customer and the ability to adapt to their ever-changing needs and expectations. It also requires a willingness to experiment and learn from failures, quickly iterating on strategies and tactics. Today, we're going to talk about the evolving landscape of travel loyalty programs and how brands can best engage with different generations of travelers, particularly in the face of changing economic conditions and emerging generational trends. To help me discuss this topic and other highlights from arrivia's Loyalty and the Changing Traveler report, I'd like to welcome, Jeff Zotara, Chief Marketing Officer at arrivia. About Jeff Zotara Jeff Zotara is the Chief Marketing Officer of arrivia, a travel technology company providing travel loyalty, booking, and marketing solutions to consumer-facing companies that want to deliver exceptional value to customers, uncover new revenue streams, and drive growth through exciting travel rewards and member benefits. With more than two decades as a strategic and operational marketing leader, Jeff is focused on driving growth and marketing technology across brands and providing the best member experience at the intersection of travel and tech. Jeff Zotara on LinkedIn: https://www.linkedin.com/in/jeffzotara/ Resources arrivia: https://www.arrivia.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Get a copy of arrivia's Loyalty and the Changing Traveler report: https://resources.arrivia.com/report-survey-loyalty-changing-traveler Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150" Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company
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