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2 episodes with marketing practice
2 episodes with marketing practice
9 episodes with marketing practice
2 episodes with marketing practice
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Aruna Ravichandran, CMO at Webex by Cisco. Aruna transitioned from a successful engineering career to marketing, driven by a passion for understanding customer needs and the creative aspects of the discipline. In their conversation, she explains how her team navigated the challenges posed by the pandemic – including a major Webex rebrand – and the importance of leveraging innovative marketing strategies and partnerships, referencing Webex's recent collaboration with McLaren Formula One. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Unnikrishnan KP, CMO at Palo Alto Networks. In a wide-ranging conversation, Unni and Ali discuss how to make sectors like cybersecurity more relatable and engaging (with some help from Keanu Reeves). Unni also emphasizes the need for marketers to be adaptable, curious, and collaborative, and the importance of engaging with both external and internal sources for fresh ideas. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Claire Hockin, CMO at Splunk. In a fascinating discussion, Claire reflects on a career spent working across the globe, and the lessons learned from exposure to different cultural perspectives and business environments. Claire and Ali also discuss the importance of explaining the strategic ‘why' behind marketing activities, and why fostering a sense of community within a brand is critical. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
What is Sustainable Marketing? • Definition: Sustainable marketing integrates eco-friendly practices into marketing strategies to promote sustainability and environmental consciousness. • Importance: Aligns with consumer values, enhances brand image, and contributes to environmental conservation. • Real-World Example: Patagonia's “Don't Buy This Jacket” campaign promoting reduced consumption and environmental awareness. What is Green Branding? • Definition: Green branding involves positioning a brand as environmentally friendly through sustainable practices and messaging. • Importance: Attracts eco-conscious consumers and builds long-term brand loyalty. • Real-World Example: IKEA's focus on sustainable sourcing and energy efficiency in its products and operations. Understanding Conscious Customers • Trend: Growing customer preference for brands that demonstrate sustainability. • Statistics: 72% of consumers globally are willing to pay more for products with sustainable credentials (Nielsen). • Real-World Example: Unilever's sustainable brands growing 50% faster than the rest of the business. Principles of Sustainable Marketing • Principles: • Transparency • Authenticity • Long-term focus • Eco-friendly practices • Real-World Example: Seventh Generation's transparent ingredient labelling and commitment to sustainability. Neil Wilkins goes deep into strategy and tactics in this vital subject for marketers http://mindfulcollective.net More content like this at Cambridge Marketing College http://marketingcollege.com/events
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Kelly Hopping, CMO at Demandbase. In a wide-ranging discussion, Kelly and Ali talk about why brand identity is like a goalkeeper, what Kelly says is the fastest way to increase marketing efficiency, and how getting the ways of working right between clients and agencies is crucial in creating the best work. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Kevin Sellers, CMO at Ping Identity. Kevin and Ali discuss how CMOs can get their CFOs on board, and what it's like to lead marketing at a company that has transitioned from public to private. Kevin also recalls asking his team to break down the buyer journey for a large deal in an impressive level of detail, and shares what he learned from a memorable meeting he once had with a certain Mr. Steve Jobs. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Amy Heidersbach, CMO at DHI Group. Amy and Ali discuss the evolution of marketing as a discipline in recent decades, and the impact of digital transformation and the speed of decision-making in today's industry. She delves into her current role at DHI, highlighting the importance of understanding both B2C and B2B growth dynamics within a marketplace business. Amy also emphasizes the importance of structure and collaboration in achieving marketing goals, while providing insights on fostering effective partnerships with agencies to ensure mutual success. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Brett Hannath, CMO of Intel. Brett and Ali discuss the complexities of aligning marketing efforts with sales and partner organizations, emphasizing the importance of integrated campaigns, effective content, and leveraging champions within the organization for successful execution. Brett shares his excitement about advancements in AI and entertainment technologies, and reflects on the value of maintaining an openness to new ideas and opportunities throughout his career. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Alastair Hussain is joined by Paula Darvell, ex-CMO of Snow Software. Paula and Ali discuss the evolution of the approach to marketing that she led at Snow Software, a shift which contributed to a doubling of revenues and the company's successful acquisition. Paula also offers practical advice for marketers, stressing the importance of impact, customer focus, embracing change, and transparent communication with teams and stakeholders - including fostering strong relationships with CFOs and IT departments. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On episode four of this series of How to Grow a CMO, host Alastair Hussain is joined by CMO of Darktrace, Chris Kozup. In their conversation, Chris and Ali discuss the challenges of marketing in a rapidly evolving field like cybersecurity, and the importance of striking a balance between fear-based messaging and positive, forward-looking narratives. Chris also shares his views on leadership and the various roles of the CMO, and identifies data as a significant challenge and opportunity for marketers. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On episode three of this series of How to Grow a CMO, host Alastair Hussain is joined by Vice President, EMEA Marketing at ServiceNow, Kirsten Cox. In their conversation, Kirsten and Ali discuss the importance of aligning marketing efforts with sales and understanding the language of different business functions. Kirsten emphasises the value of transparent communication, the importance of software in today's world, and why brands should avoid the temptation to continuously re-invent the wheel in response to new technologies. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On the second episode of the new series of How to Grow a CMO, host Alastair Hussain is joined by CMO at Amdocs, Gil Rosen. Gil and Ali discuss Gil's unexpected journey into marketing, the value of bringing a diverse set of skills and experiences to the discipline, and the importance of having the right conversations with customers. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On the first episode of the new series of How to Grow a CMO, host Alastair Hussain is joined by Vice President of Global Brand at Neste, Clara Lee. In a wide-ranging discussion, Clara and Ali discuss the importance of ensuring your external positioning corresponds with your actions as a brand, the importance of retaining a macro perspective on your business, and why focusing on coherence over consistency is vital when marketing across different territories. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com To see how we created a campaign for Neste, a global leader in renewable fuels, that put the afterburners on results with recall figures of 90%, read the case study: https://bit.ly/4dbCTfw
This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert.Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterholes. Hard for us in business because tougher times are new to many of us. So, we too struggle to find metaphorical waterholes - budgets to sustain our activities - but we did make it and that fact alone makes us stronger. Now the economists are telling us the year ahead is stagnant. So what should we do?Listen to find out!About David van Schaick David was part of the leadership team that grew The Marketing Practice from provincial agency to global B2B powerhouse, working with many of the leading marketers in tech along the way. He now consults on marketing and strategy for clients and agencies both. Links Full show notes: Unicorny.co.uk LinkedIn: David van Schaick | Dom Hawes | DVS Strategy Sponsor: Selbey Anderson Timestamped summary of this episode 00:02:37 – Introduction to David van Schaick 00:08:19 - The Evolution of B2B Marketing 00:09:46 - The Looming Threat to Marketing 00:12:58 - Impact of External Factors on Marketing 00:13:58 - The Value of Marketing in Long-Term Value Creation 00:15:23 - Adjacencies and Market Resilience 00:16:40 - Account-Based Marketing for Strategic Growth 00:17:41 - Marketing Beyond Advertising 00:22:04 - The Crisis in Business Organization 00:27:37 - The Changing Landscape of Marketing 00:28:28 - Evolving Agency Relationships 00:30:24 - Incentives and Commercial Models 00:33:01 - Shifting Business Models 00:37:40 - Navigating Uncertain Times 00:41:30 - Value of Experience in Business 00:42:12 - Technology's Impact on Productivity 00:43:32 - The Big Opportunity: Quality of Revenues 00:45:06 - Quality of Revenue and Pricing Strategy This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
This is a podcast about value creation, profitable growth and the client/agency relationship. Dom is joined by marketing consultant, David van Schaick and together they seek to equip marketers with methods to navigate the business desert.Unless you were very blessed, doing business in 2023 was a little bit like being a camel in the Kalahari. It was hard. Hard for camels in the Kalahari, because apart from anything else, they are not a native species, so they don't know where to find waterholes. Hard for us in business because tougher times are new to many of us. So, we too struggle to find metaphorical waterholes - budgets to sustain our activities - but we did make it and that fact alone makes us stronger. Now the economists are telling us the year ahead is stagnant. So what should we do?Listen to find out!About David van Schaick David was part of the leadership team that grew The Marketing Practice from provincial agency to global B2B powerhouse, working with many of the leading marketers in tech along the way. He now consults on marketing and strategy for clients and agencies both. Links Full show notes: Unicorny.co.uk LinkedIn: David van Schaick | Dom Hawes | DVS Strategy Sponsor: Selbey Anderson Timestamped summary of this episode 00:02:37 – Introduction to David van Schaick 00:08:19 - The Evolution of B2B Marketing 00:09:46 - The Looming Threat to Marketing 00:12:58 - Impact of External Factors on Marketing 00:13:58 - The Value of Marketing in Long-Term Value Creation 00:15:23 - Adjacencies and Market Resilience 00:16:40 - Account-Based Marketing for Strategic Growth 00:17:41 - Marketing Beyond Advertising 00:22:04 - The Crisis in Business Organization 00:27:37 - The Changing Landscape of Marketing 00:28:28 - Evolving Agency Relationships 00:30:24 - Incentives and Commercial Models 00:33:01 - Shifting Business Models 00:37:40 - Navigating Uncertain Times 00:41:30 - Value of Experience in Business 00:42:12 - Technology's Impact on Productivity 00:43:32 - The Big Opportunity: Quality of Revenues 00:45:06 - Quality of Revenue and Pricing Strategy This podcast uses the following third-party services for analysis: Podder - https://www.podderapp.com/privacy-policyChartable - https://chartable.com/privacy
On this episode of How to Grow a CMO, host Ali Hussain is joined by Steve Daheb, CMO at Tanium. Steve's career has focused on creating and leading new market categories for a wide range of organisations – from start-ups to public companies with $40B revenue. His experience spans multiple technology areas including all layers of cloud, and he is widely recognised as a B2B tech industry leader. In their conversation, Steve and Ali discuss topics including the role of the CMO in taking a company public, the importance of building teams with diverse skill sets, and the benefits of telling marketing stories using customer insights. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by Steve Daheb, CMO at Tanium. Steve's career has focused on creating and leading new market categories for a wide range of organisations – from start-ups to public companies with $40B revenue. His experience spans multiple technology areas including all layers of cloud, and he is widely recognised as a B2B tech industry leader. In their conversation, Steve and Ali discuss topics including the role of the CMO in taking a company public, the importance of building teams with diverse skill sets, and the benefits of telling marketing stories using customer insights. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by Eric Glass, CMO at Ceridian. Eric's career has combined both in-house and agency roles, and has seen him work for brands including HP, Yahoo!, LinkedIn, and Workday. In their conversation, Eric and Ali discuss the value of agency experience in understanding how organisations operate and different industry dynamics. Eric also describes the challenges of prioritising resources and staying focused on marketing goals, while emphasising the strong relationship that has to exist between marketing, sales, and product teams. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by Eric Glass, CMO at Ceridian. Eric's career has combined both in-house and agency roles, and has seen him work for brands including HP, Yahoo!, LinkedIn, and Workday. In their conversation, Eric and Ali discuss the value of agency experience in understanding how organisations operate and different industry dynamics. Eric also describes the challenges of prioritising resources and staying focused on marketing goals, while emphasising the strong relationship that has to exist between marketing, sales, and product teams. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
We're excited to share this conversation with Cari Jacobs Crovetto, an executive coach and advisor specializing in leadership development who has coached leaders from LinkedIn, Coinbase, and Twitch. In addition, she is an active coach at Stanford GSB and regularly publishes in Forbes, as a Forbes Council Member. ⭐️ How to change your perception about your life, story, and what identity you give yourself ⭐️ Deciding to quit her job, sell her Santa Monica condo, and journey to India ⭐️ Going on a silent retreat About Cari: Cari rose up through the ranks of the ad agency world in the 90s working on brands like Levi's, Intuit, P&G, Lexus, General Mills, Honda, Coca Cola and more. I was a marketing leader in the entertainment industry with NBC, CBS and FoxSports and spent three years building a customer experience-led Marketing Practice for Slalom Consulting in San Francisco, servicing clients like Gap, Athleta, Sephora, Salesforce and Atlassian. But she's most known for her work building five Bay Area startups in executive marketing roles, including two solar companies one of which was Sunrun, now the largest consumer solar company on wall street; one retail women's fashion brand, ModCloth, which sold to Walmart; a fintech company called Unison that is changing how we buy and own homes; and a software platform called Torch for coaching and mentoring that seeks to create more conscious leaders. Reach Cari
On this episode of How to Grow a CMO, host Ali Hussain is joined by Heather Dodgers-Rubash, SVP of Marketing at NetSPI. Heather's journey into marketing came via stints in journalism and politics, before landing roles at a number of start-up and established tech providers. In their conversation, Heather and Ali discuss the importance of balancing brand and demand, the power of cultivating strong interpersonal relationships within teams, and how collaboration is critical to the successful delivery of projects. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by Heather Dodgers-Rubash, SVP of Marketing at NetSPI. Heather's journey into marketing came via stints in journalism and politics, before landing roles at a number of start-up and established tech providers. In their conversation, Heather and Ali discuss the importance of balancing brand and demand, the power of cultivating strong interpersonal relationships within teams, and how collaboration is critical to the successful delivery of projects. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
Do you want to align your marketing to speak to your ideal customers? The next few minutes will help you do just that. Craig Andrews is my guest who focuses on selling to your prospects without having commission breath. I had a lot of fun talking with Craig because he has practical information and great stories. Craig also offers a special offer to our listeners. So, go grab a cocktail, grab a cigar, and strap in for an impactful episode of Sales and Cigars. Get your free copy of Walter Crosby's new book: https://www.the7criticalmistakes.com/the-7-critical-mistakes-optin Connect with Walter Crosby: E-mail: walter@helixsalesdevelopment.com LinkedIn: https://www.linkedin.com/in/walterlcrosby/ Website: https://helixsalesdevelopment.com/ Calendly: https://calendly.com/walter-helix/15-minute-virtual-cup-of-coffee Connect with Craig Andrews: E-mail: craig.andrews@allies4me.com LinkedIn: https://www.linkedin.com/in/craig-andrews/ Website: https://allies4me.com Twitter: https://twitter.com/allies4me Facebook: https://www.facebook.com/CraigAndrewsMarketing
On this episode of How to Grow a CMO, host Ali Hussain is joined by Evelina Amanatidou, Global Head of Marketing Communications at Temenos. Evelina learned about the intricacies of business from a young age. Her father, a CFO, taught her that to fully understand a business, you must understand the numbers, and that marketing was just another ‘lever' you have to pull to make a company successful. She describes putting together a fast-growing marketing team at Temenos as like putting together an orchestra; as well as making sure everyone has the right instruments, they equally must know how to play music together. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by Evelina Amanatidou, Global Head of Marketing Communications at Temenos. Evelina learned about the intricacies of business from a young age. Her father, a CFO, taught her that to fully understand a business, you must understand the numbers, and that marketing was just another ‘lever' you have to pull to make a company successful. She describes putting together a fast-growing marketing team at Temenos as like putting together an orchestra; as well as making sure everyone has the right instruments, they equally must know how to play music together. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by Sandy Mallik, Marketing Lead Northern Europe of PTC. Sandy has a passion for frugality, born of a necessity to work with with limited budgets in many of his previous roles. Yet this ‘philosophy of frugality' is not simply about saving money, but instead focuses on the idea of making the most of your resources, whether through re-purposing assets, or using internal staff for various opportunities outside of their immediate role. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by Sandy Mallik, Marketing Lead Northern Europe of PTC. Sandy has a passion for frugality, born of a necessity to work with with limited budgets in many of his previous roles. Yet this ‘philosophy of frugality' is not simply about saving money, but instead focuses on the idea of making the most of your resources, whether through re-purposing assets, or using internal staff for various opportunities outside of their immediate role. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by the CMO of Kinaxis, Margaret Franco. Margaret has a wealth of marketing and product management expertise from her career in the technology industry, having occupied executive global roles at the likes of Dell, Finastra and AMD. She has recently taken up a new role as CMO at Kinaxis, specialists in supply chain management and sales and operation software.* She is passionate about demystifying complex technology solutions for customers and businesses, and sees her role as that of a change-agent who helps organisations transform and create business advantage.*This episode was recorded whilst Margaret was in her previous role at Finastra. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this episode of How to Grow a CMO, host Ali Hussain is joined by the CMO of Kinaxis, Margaret Franco. Margaret has a wealth of marketing and product management expertise from her career in the technology industry, having occupied executive global roles at the likes of Dell, Finastra and AMD. She has recently taken up a new role as CMO at Kinaxis, specialists in supply chain management and sales and operation software.* She is passionate about demystifying complex technology solutions for customers and businesses, and sees her role as that of a change-agent who helps organisations transform and create business advantage.*This episode was recorded whilst Margaret was in her previous role at Finastra. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this new episode of How to Grow a CMO, host Ali Hussain is joined by the CMO of OneTrust, Lisa Campbell. Lisa has 25 years of experience in the software industry. Her success spans across Fortune 500 companies and startups, where she's collaborated with various leadership teams to revamp brands, introduce innovative products and pioneer new business models. Prior to joining OneTrust, Lisa spent 18 years at Autodesk, where she played a pivotal role in driving the company's marketing efforts. She also serves as an independent board director at Dropbox.How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On this new episode of How to Grow a CMO, host Ali Hussain is joined by the CMO of OneTrust, Lisa Campbell. Lisa has 25 years of experience in the software industry. Her success spans across Fortune 500 companies and startups, where she's collaborated with various leadership teams to revamp brands, introduce innovative products and pioneer new business models. Prior to joining OneTrust, Lisa spent 18 years at Autodesk, where she played a pivotal role in driving the company's marketing efforts. She also serves as an independent board director at Dropbox How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On the first episode of the new series of How to Grow a CMO, host Ali Hussain is joined by the CMO of Mimecast, Norman Guadagno.Norman is considered one of the most influential CMOs in B2B tech. Starting as a research psychologist, Norman found himself drawn to the world of technology and eventually discovered a deep connection with marketing. He was motivated by understanding human behaviour and challenging the perceived needs of individuals, and soon became passionate about making a difference in his field. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
On the first episode of the new series of How to Grow a CMO, host Ali Hussain is joined by the CMO of Mimecast, Norman Guadagno.Norman is considered one of the most influential CMOs in B2B tech. Starting as a research psychologist, Norman found himself drawn to the world of technology and eventually discovered a deep connection with marketing. He was motivated by understanding human behaviour and challenging the perceived needs of individuals, and soon became passionate about making a difference in his field. How to Grow a CMO is brought to you by The Marketing Practice - the global leader in B2B technology marketing. To find out more, visit https://www.themarketingpractice.com
David van Schaick is the Chief Marketing Office of The Marketing Practice, a global leader in B2B technology marketing. He is an enthusiast for B2B marketing as well as marketing strategy. He has previously been a board member at The Business Marketing Club, a trade organization that aims to improve the profile and practice of B2B marketing. As a business leader, David and his colleagues at The Marketing Practice work with best-in-market B2B tech brands.In this episode…Are you failing to achieve the growth you want as a tech leader? What do you need to find that success? In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with David van Schaick, Chief Marketing Office of The Marketing Practice, to discuss how tech leaders can improve their B2B marketing. David shares his professional background in marketing, how The Marketing Practice helps its clients, the challenges and opportunities it faces working with international B2B marketers, and much more.According to David, the tech industry is rapidly growing. He believes that for a tech company to thrive in this industry, it must know how to differentiate itself in the market. Through careful and strategic marketing, this is possible. He now shares his journey as a B2B technology marketer and how he partners with technology leaders to turbocharge their growth.
The reasons people eat a specific product can vary even in a single day. That begs the question – what are consumers looking for in their food products throughout a day, a week, and a year? Kerry's Soumya Nair and Shannon Coco join The Food Institute Podcast to share Kerry's research on the fluid dynamics of consumer eating. More About Soumya Nair: Soumya is the Global Consumer Research and Insights Director at Kerry, leading the insights center of excellence. Soumya is deeply passionate about uncovering unmet consumer needs and untapped opportunities that drive actionable business outcomes. Soumya started her journey in insight generation at Kantar, where she focused on consumer storytelling, product-entry strategies and consumer psychology. She has spent over 15 years in the industry conducting immersive ethnography, consumer segmentation and product optimization research for the food, beverage and luxury goods industry. Soumya is currently focused on driving insights rigor, harvesting cross region frameworks, establishing consistencies and structures, and developing upcoming talent in Insights at Kerry. More About Shannon Coco: Shannon is the Strategic Marketing Director of Food North America at Kerry. In her role, she drives business growth by developing insight-led strategies for technology innovation, new product creation and commercial activation through best-in-class integrated marketing activities. Shannon's professional passion is rooted in her drive to understand consumer behavior, create market opportunities and nurture a high-performing team. Prior to Kerry, Shannon held roles in the higher education industry, where she honed her skills as a collaborative leader and became an advocate for workplace equality. She holds a Bachelor of Arts Degree in Anthropology and Music from Wheaton College, a Master of Science Degree in Marketing Practice from University College Dublin's Smurfit School of Business, and an Executive Education Diploma in Strategic Growth for the Food Industry also from UCD Smurfit. Thanks to Our Sponsor: Kerry Kerry is the world's leading taste and nutrition partner for the food, beverage and pharmaceutical markets. We innovate with our customers to create great-tasting products that feature improved nutrition and functionality while fostering a better impact on the planet. Our leading consumer insights, global RD&A team of 1,100+ food scientists, and extensive global footprint, enable us to solve our customers' complex challenges using differentiated solutions. At Kerry, we are driven to be our customers' most valued partner, creating a world of sustainable nutrition, and will reach over 2 billion consumers with sustainable nutrition solutions by 2030. For more information, visit www.kerry.com. Learn more about Kerry's research into Consumer Need States here: https://explore.kerry.com/consumer-motivations-2022?&utm_medium=email&utm_source=food-institute&utm_campaign=22na-consumer-motivations-campaign&utm_term=&businesscategorysource=taste-and-nutrition&utm_content=food-institute-podcast&leadsource=promotional-email&campaignsource=food-institute-email-22na-consumer-motivations-campaign-05-23--22na-7541-cm132
Show Resources Here were the resources we covered in the episode: Reporting Episode Bidding Episode Follow AJ on LinkedIn NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Youtube Channel Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover. A great no-cost way to support us: Rate/Review! Show Transcript Have you used LinkedIn Ads to recruit employees? You mean it's not just for B2B marketing? Yeah, we're talking about white collar recruitment on this week's episode of the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. Hey there LinkedIn Ads fanatics. So Thomas Veraar, who is one of our loyal listeners, he's also a LinkedIn rep out of Bulgaria, he reached out and suggested we talk about this topic. And it's a really important topic, because it's one that gets overlooked regularly. LinkedIn themselves in their marketing have gone all in on B2B. So these alternate cases where it's technically B2C, they don't really get much attention. Well, that changes today. We're gonna go over recruiting and hiring. We'll cover why it's great to do on LinkedIn Ads, and exactly how to execute campaigns like this. First up, we have the news. Our last episode was all about the ad rotation settings and we had a listener, Laura Seery, who's the Senior Social Media Strategist out of the Marketing Practice in Seattle, Washington, she reached out and said, "I use rotate ads evenly for a week or so when adding new creatives to an existing campaign to give them a fair shake up against the top performing ads that were already there and let the algorithm learn about these new ads. Not sure how effective the strategy is, but it's what I've always done." And, Laura, I want to thank you, that's a really cool use of even ad rotation. As you know, one of the biggest problems with the LinkedIn ad auction is that existing ad creatives are weighted much heavier in the auction, because their performance is already known to LinkedIn. And it's less risky to keep showing ads that you've already shown before. So your usage here is actually really smart. It allows you to keep running existing creatives that have performed well and test something new into them. That said, I generally recommend against this, because when you launch new ad creatives, if there's anything detracting from them, you won't get data as fast. So my personal recommendation would always be to pause previous creatives when you launch new ones. But if you don't want to do that, yours is actually the perfect approach. And as a reminder to everyone, please reach out to us I share the email address Podcast@B2Linked.com all the time on here, and I want you to use it. Reach out, let us know what you're thinking about episodes. Let me know if there's anything I missed. I also want to congratulate LinkedIn and their employees. Many of you may not know but May 5th this year, LinkedIn celebrated 20 years in business. So so cool. And Eric from our team, noticed that there was a layout change in the campaign creation process. As you go to select an objective, there are prettier buttons and icons that kind of draw your attention to what objective you're going to care about most. And then when you get down to the ad formats, where you get to choose those, the buttons and icons are prettier there, too. So very cool, doesn't change the functionality at all. But hopefully, it's going to be a lot easier to draw our attention to the objective and the ad format that we want. drewva left a review on Apple podcast that says, "New to B2B marketing. I run a services firm that's beginning our journey into the B2B Digital Marketing. AJs podcast has been a great source of learning and ideas. My entire marketing team is listening and using his techniques. We really appreciate the knowledge and value he is sharing. Thank you, AJ." Well, Drew, I absolutely appreciate you sharing it with your team, the tips and tricks and secrets that I'm sharing. I absolutely love it when you share it with others. So thank you for the awesome review. And thanks for sharing it with your team and getting everyone listening. And everyone else I want to feature you here on the podcast as well. So leave us a review on Apple podcasts and I'd love to shout you out. Alright, with that being said, let's hit it. We're talking about why LinkedIn Ads is actually good for recruiting? Well, first of all, LinkedIn really is at the core, a hiring platform. And I tend to fight against this concept a bit, because it's a great platform to spend time and to learn and to grow professionally. But I can't argue that it really started out as a job platform. In fact, up until 2013, when the newsfeed rolled out, it was only then that in my mind it legitimately became a place that you could actually spend time and interact socially. That was really when it actually became a social media platform in my mind. I recently had a friend reach out who was part of a reduction in force. He was let go from his company. And I got a chance to give him some advice for things that he could do on LinkedIn to help him find his next gig. And I couldn't stop thinking about how much more effective it would have been for him to be active on LinkedIn already. And then it's so much easier to find the right gig when you have a strong network and following. One of my favorite podcasters out there, Jordan Harbinger, he runs the Jordan Harbinger show. In every episode, he says, "Dig that well before you get thirsty" and I think this is a great analogy. Be active on LinkedIn. Build a personal and social brand so that when you need it, it's there. It's a lot harder to after the fact and say, oops, now's the time when I need a job, I better go start getting active on LinkedIn. And there are some great hiring platforms out there and we've had the opportunity to work with many of them as clients. But none of them are as much of a no brainer to go to as LinkedIn when you're looking to hire. This may not surprise many of you, but LinkedIn has a whole recruiter side of their business and it actually makes up the biggest part of LinkedIn is revenue. Before Microsoft's acquisition of LinkedIn, I used to listen to the quarterly earnings calls. And it stayed pretty steady, where LinkedIn revenue was made up about 60% by their recruiter side of the business. And then the ads business made up about 20 to 22%. And then 20%, more for Sales Navigator side of the business. So early days, that means that recruiter got a lot of LinkedIn's attention. And it got the majority of the development and new features and all of that. So what is LinkedIn recruiter? Many of us may not know. Well, it's an upgraded profile that recruiters can use to reach out and find people and ask if they'd be interested in exploring an employment opportunity. And as part of some of those LinkedIn recruiter packages, you also get some advertising spend, and ads management as part of it. And if you're curious, this is actually where dynamic ads came from. They used to be an ad format that were specifically for recruiter and you may have seen some of them They put your picture in the ad, and they say, picture yourself at x company. And then Marketing Solutions got a hold of the ad format so now we can use them as spotlight ads and company follower ads. And we've gotten to see many of these campaigns. And if I'm being honest, they're really not great. Usually, they select all the defaults, which we talk about regularly not being a good idea. And I get the feeling that the employees who actually build these campaigns don't have a lot of real advertising experience on the platform. It makes sense if they spend most of their time in recruiter, they're probably not ads people. Too many times to count, we've built competing campaigns to aid in recruiting and ours have always outperformed. So I feel pretty confident in saying that you as a marketer, you're probably going to outperform your internal recruiters and your HR department by following the tips that I'm giving you today. Those of you who are recruiter users, you'll notice that there's some additional functionality for you in campaign manager now, like you have a whole objective called job applicants that we don't really get to use. There are some other things in there as well, but we won't get into it. So let's talk specifically about recruiter and why it's good. One big plus that you have with recruiter is that the focus is on reaching those who are actively looking for a job. We call these active job seekers. And this makes sense. These are existing people who want what it is that you're advertising, and you're giving it to them, and they convert, pretty cool. I will say though, one of my favorite parts about using LinkedIn Ads is we can actually reach people who aren't the active job seekers. And let me explain. The ones who aren't active we call them passive candidates and passive candidates are gold. With active candidates, there's always this question about why they're currently unemployed. Is it possible that they're difficult to work with or unproductive, or really any of those fears, and please don't misunderstand me saying that active candidates are bad, and they're not worth considering. They're definitely not. There's absolute gold there. It's just that with these passive candidates, we get around a lot of these potential concerns, because we know that someone is already gainfully employed, and they're passively considering their next gig. So if you go and make an offer to a passive candidate, lots of times, you're the only one that they're considering, and you don't have to be bidding against anyone. As opposed to active job seekers, if they've been searching for a while, they probably have many other irons in the fire, so to speak. So you'll be competing with a lot of other potential employers when you give them an offer. And if you do actually want to reach active candidates, you can do that, too. There's a trait inside of LinkedIn Ads that allows you to reach those who are active job seekers. So you really can get the best of both worlds. Some campaigns targeting just passive and others targeting just active candidates. So there's some awesome stuff about LinkedIn Ads. Native to the targeting, it allows us to target those who already have the right skills that would make them the perfect candidate for the job that we're recruiting for. And you can also target the geography they have to be in this certain metro area. Plus, we can even target past job titles and past companies they've worked with, it really is ideal. Plus, the dirty little secret here is that recruiting is really a bottom of funnel kind of offer so it shouldn't work well to cold audiences. But because the outcome is a step up in someone's career, people actually respond really well. All, we tend to see high conversion rates, along with higher candidate quality that you just can't get with other platforms. So that's why I love using LinkedIn Ads for recruiting so much. Alright, here's a quick sponsor break, and then we'll dive into exactly how to execute hiring campaigns on LinkedIn. 10:16 The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts. Managing LinkedIn Ads is a massive time and money investment. Want some of that back? Consider booking a discovery call with B2Linked.com, the original LinkedIn Ads performance agency. We've worked with some of the largest accounts over the past 12 years, and our unique scientific approach to ADS management, combined with our proprietary tools that allow us to confidently optimize and scale your LinkedIn Ads faster and more efficiently than any other agency, in house team, or digital ads hire. Plus, we're official LinkedIn partners, just go to B2linkedin.com/apply, answer a few questions, and we'd be excited to get to talk to you. Alright, let's jump into exactly how to go and execute these hiring campaigns. Execution here can be really simple. You just create a campaign that is targeting those with the skills and experience that you would require in a candidate. And your messaging can be pretty simple, too. The message could say something as simple as, "Hey, you look qualified for this position do you want to apply?" You can lead them to a job posting and collect resumes there, but we can go into more detail here about the options you have. First off in targeting, this depends a lot on how many applicants that you need, and how widespread the skills are that you're looking for. You can even consider how wide is this talent pool. So you can decide if you want to target very tight or a lot more broad. For instance, if I were looking for a highly technical role in my home state of Utah, and I can tell you that there are only like 2,000 people who fit that criteria, I'm probably going to target tightly around that specific technical skill set. And I'll know because the audience is small, I'm probably only going to get a handful of applicants for it. Or maybe I'm looking for something like a marketing manager who can work remotely, I can then broaden my targeting to 10s, or hundreds of 1000s, maybe even millions. And I might be able to expect a flood of applicants, and I won't have to bid as high to fill my budget there, too. I can also do a slow drip out to my ideal potential employees and get a slow and steady stream of applicants. This is really helpful for those companies who are always hiring, they're always looking for good talent, you can just have the steady drip going on, that keeps bringing you great candidates. When I'm targeting wide, I like to use job function plus seniority, plus, obviously geography. If that's too broad, you can tighten this up a little bit by layering on a skill, or groups, or interests. You may even want to layer on years of experience here. If however, you want to start doing some tight targeting, I really like to use job title plus geo. And you can even get that one tighter by requiring specific past employers or past job titles. And you can always use years of experience here as well. Did I miss any targeting tricks? Reach out to us at Podcast@B2linked.com. With how you actually message this, it can really be simple it can be whatever you want to say. I'd suggest messaging and an ad format that makes the job feel special and makes the candidate feel special that you'd be considering them as well. Initially, I'm thinking probably single image ads probably make the most sense. But I've seen a lot of recruiting also happen with text ads. So really, you can't go wrong with whichever ad format you choose. Let's talk about the landing page experience. Because this is probably the most important part. If you send a potential candidate to your normal job requisition page that has a bunch of fine print that's legally required, like must be able to lift 10 pounds and work in a dimly lit environment, then you've probably ruined the whole experience. It looks the same as everyone else's position and now you're being considered just like they would consider everyone else's positions. Instead, consider this, you can definitely send to a page that has the traditional upload your cover letter and upload your resume. But that won't perform as well as a page that makes the position feel special. And if you're treating it more like lead generation than as a job application, it's really going to stand out. Think maybe something like a page that has a video showcasing cool elements of your company culture. And maybe the hiring manager talking about the impact that this position is going to have. That kind of approach is really going to make your job stand out. And you could even use native lead gen forms to make the application process a little bit more simple, a little bit less friction prone. Maybe something like submit your name and email and we'll get back to you to schedule a conversation. I wanted to share a really cool example of recruiting campaigns on LinkedIn to really show you what's possible on the platform. We've gotten to implement this approach at real scale and we've spent over $30 million hiring on the platform. So I hope you'll geek out with me for a minute to see what's possible. We helped a particular hiring platform acquire candidates a few years back. They were specifically hiring software engineers. But there are so many different kinds of engineers out there. There's Python, there's Backend, there's Front end, C++, Java, etc. So we built out a campaign for each programming specialty. Let's say there's 20 of those, but then we have three different ways that we can reach each of those developers. We can reach them by their job title, like Ruby Developer, we can reach them by something like a skill, like a Ruby on Rails skill. And we can also reach those who are in Ruby development groups. So now you do the multiplication and now we have 60 campaigns. But then we also had different geographies that we can target these top 10 cities that were mostly hiring these developers. So we broke all that out. So now we have 600 campaigns, but it didn't stop there. Then we had different ad formats that we wanted to be able to use, we had text ads, we had sponsored content, dynamic ads, and sponsored messaging. So we built each one of these campaigns inside of each one of those ad formats. So now, if you do the math, there's 2400 campaigns. And in the process of this, we found that the limit that campaign manager allows in an account was a bit over 1200 campaigns. The way we decided to do it was one account per ad format. So it was a lot of campaigns to manage. It was definitely a lot of ads, especially when we had to refresh ad creative once a month. But what this allowed us to do was to make micro adjustments at real scale. And it gave us incredible control over the account and the efficiency metrics. If the client all of a sudden came to us and said that database developers are not in demand right now, no problem, we just shut all of the campaigns off that we're going after database people. If they came to us and said that demand for C++ developers was higher this week than it was last, we could go in and raise budgets, maybe 10% for each of the campaigns that were targeting C++ developers, and we can raise our bids a bit on them, too. At any time, we could go and pull data from LinkedIn and see based on click through rates, which programming discipline was most in demand that week, we could also determine quickly what level of competition was required to reach each of these specialties by looking at the CPCs. Or even looking at the floor bids for each of them. All of this is very quickly done with a pivot table in Excel. And if you're curious about that, go check out episode 69. That was all about reporting outside of campaign managers platform. So this wouldn't be complete without telling you what to avoid and what not to do. First off, your position still has to be an interesting and competitive and alluring proposition. Don't think that just because you're advertising it on LinkedIn, that you can include a position with fewer benefits and noncompetitive pay, and somehow candidates are still going to come out of the woodwork. Advertising is always pouring fuel on a fire. And if there's no fire to begin with, adding fuel just creates a flammable puddle on the ground. A big thanks to Dennis Yu for this analogy that I still think of and use all the time. But when the fire is already burning hot, pouring more fuel on, it just is going to make it a lot more impressive. We've covered this already, but don't send traffic to a boring job rack, try to make the position feel special. And as always don't use audience expansion. It's just going to extend your reach to those who wouldn't actually make great candidates. Make sure you're bidding properly. Go back to Episode 89 all about bidding. The same exact approach is going to work here in recruiting as it does on B2B advertising. And really don't do the stuff that I would normally tell you not to do all advertising on LinkedIn because it is so similar. All right, I've got the episode resources for you coming right up. So stick around 19:11 Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. All right, here's your resources. For this episode. We have the reporting episode ahat was episode 69. You'll see that in the show notes as well. We also just mentioned the bidding episode that was episode 89. Just a few back but if you or anyone you know is looking to learn more about LinkedIn Ads, have them check out the course that I did on LinkedIn Learning with LinkedIn. It's by far the lowest cost and the highest quality course out there at the moment. If this is your first time listening, welcome! We're excited to have you here! If you like what you heard, hit that subscribe button. But if this is not your first time listening, if you are already a subscriber, please do me the honor of going out and reviewing us, especially on Apple podcasts. But I have heard some people reviewing us on Spotify as well. And I'd love to shout you out for doing that. With any questions, suggestions, or corrections on anything that I've purported to have said, reach out to us at Podcast@B2Linked.com.. And with that being said, we'll see you back here next week. Cheering you on in your LinkedIn Ads initiatives.
On this episode, we had none other than Mirza Fur, Executive Director & Co-Founder at The Marketing Practice on the Channel Chat podcast.
David van Schaick is CMO at The Marketing Practice, a career B2B marketing strategist. He's helped the likes of Microsoft, O2 Telefonica, Xerox, ServiceNow, Salesforce, Sage and Citrix achieve some of their biggest marketing goals. The Marketing Practice is a global, integrated B2B marketing agency that brings together all the skills you need in one place to design and run marketing programmes. We discuss: An overview of how the role of the CMO has changed How the best CMOs lead their teams The parts of the CMO role that are ‘not as they were sold' What can be expected from season 2 of How to Grow a CMO Mentioned in this episode: Brought to you by CMO Crowd and The Marketing Practice Find out more at cmocrowd.com
David van Schaick is CMO at The Marketing Practice, a career B2B marketing strategist. He's helped the likes of Microsoft, O2 Telefonica, Xerox, ServiceNow, Salesforce, Sage and Citrix achieve some of their biggest marketing goals. The Marketing Practice is a global, integrated B2B marketing agency that brings together all the skills you need in one place to design and run marketing programmes. We discuss:An overview of how the role of the CMO has changedHow the best CMOs lead their teamsThe parts of the CMO role that are ‘not as they were sold'What can be expected from season 2 of How to Grow a CMOMentioned in this episode:Brought to you by CMO Crowd and The Marketing PracticeFind out more at cmocrowd.com
In this episode of Digital Transformation & Leadership Danny Levy talks to Tim Parkin, a global consultant, advisor, and coach to marketing executives of many world-renowned brands. He specializes in helping marketing teams optimize performance, accelerate growth, and maximize their results. By applying more than 20 years of experience merging behavioral psychology and technology seamlessly, Tim has unlocked rapid and dramatic growth for global brands and award-winning agencies alike. In this episode Tim shares why every organization MUST find their own best practices by studying past success and how to do it, actionable strategies and real cases studies that helped his multi-billion dollar clients reach wider audiences and help more people, and how to build a culture that isn't obsessed with tools and technology so you can focus how people think and decide. To get in touch with Tim contact him on LinkedIn - https://www.linkedin.com/in/marketing-consultant-tim-parkin/ Are you getting every episode of Digital Transformation & Leadership in your favourite podcast player? You can find us Apple Podcasts and Spotify to subscribe. --- Send in a voice message: https://anchor.fm/danny-levy/message
On this episode of CFO 4.0, Hannah chats to Billy Scanlan, CFO at The Marketing Practice.Billy joined The Marketing Practice in 2021, but has previously helped scale fast-growth, private equity-backed B2B businesses. In this episode, the two talk about getting that first CFO role, and how you can build your skills and capabilities to make you a good candidate for your first CFO role!What else is covered in this episode?What is The Marketing Practice?Why Billy chose The Marketing Practice as his first CFO role?How to build the skills and capabilities to make you a good candidate for your first CFO role?How to find your first CFO role?What questions to ask before accepting the offer?How to make your first 90 days a success in your new role?Links referenced in this episodeBilly's LinkedInThe Marketing Practice Website
Today I'm going over the flop what Nvidia has announce for the RTX 3050 cards and why this is a big marketing flop for 3050. then we'll be going over Goodpods App.Articles I read from today's show!https://www.techradar.com/news/with-the-nvidia-rtx-3050-bu Get full access to Leon's Substack at leonlagrey.substack.com/subscribe
Today I'm going over the flop what Nvidia has announce for the RTX 3050 cards why this is big marketing flop for 3050. then we I'll be going over Goodpods App.Articles I read from today's show!https://www.techradar.com/news/with-the-nvidia-rtx-3050-budget-pc-gaming-is-deadhttps://www.gamesradar.com/where-to-buy-rtx-3050/Today's affiliate goes to.GrubhubHere are the affiliate links belowZenni.com Anti-Blue Light Glasses Wherever you are gaming or, long hours at works you'll thank yourself for protecting yourself from harmful blue lights from computer screens.https://bit.ly/2HzdBygBrave Browser: https://brave.com/?ref=leo610Blubrry: https://create.blubrry.com/resources/podcast-media-hosting/?code=LLGPODHumble Bundle:https://www.humblebundle.com/monthly?partner=leonlagreyLISTEN ONLINEhttps://podchaser.com/LeonLaGreyPodcasthttps://itunes.apple.com/us/podcast/leon-la-grey-podcast/id1409750676?mt=2https://www.breaker.audio/leon-lagrey-podcasthttps://castbox.fm/channel/id1507344https://castro.fm/podcast/8cf227db-f94e-48f8-a43b-911162006c5chttps://play.google.com/music/listen#/ps/Ii4peko52icxtrtaqzsahdkmsnahttps://podcasts.google.com/?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy80YzZjYjhjL3BvZGNhc3QvcnNzhttps://www.iheart.com/podcast/256-leon-la-grey-podcast-43065952/https://overcast.fm/itunes1409750676/leon-la-grey-podcasthttps://player.fm/series/leon-la-grey-podcasthttps://www.podchaser.com/podcasts/leon-la-grey-podcast-805978https://pca.st/Lpechttps://www.podbean.com/podcast-detail/tkyzg-70fde/Leon-La-Grey-Podcasthttps://open.spotify.com/show/4TxF0Gvq0FFtK1hEu55Eu2https://www.stitcher.com/podcast/anchor-podcasts/leon-lagrey-podcasthttps://tunein.com/radio/Leon-LaGrey-Podcast-p1141897/?topicId=122985744https://podplayer.net/?podId=2530750 = podcast addict--------------------------------------Social media and websitesSnap: http://bit.ly/3aWw6XfMinds: http://bit.ly/36GSdO0Mastodon: http://bit.ly/2uYvK1xInsta: http://bit.ly/2u1MtBgVK: http://bit.ly/31fOl5mOfficial Website:https://www.leonlagreyentry.blogPledge me onhttps://ko-fi.com/leonlagrey, https://buymeacoffee.com/leonlagreyor One time anonymous tip @ paypal.me/leonlagreyOfficial Website:https://www.leonlagreyentry.blogPledge me onhttps://ko-fi.com/leonlagrey, https://buymeacoffee.com/leonlagreyor One time anonymous tip @ paypal.me/leonlagreySupport this podcast at — https://redcircle.com/leon-la-grey-podcast/exclusive-content Get bonus content on Patreon See acast.com/privacy for privacy and opt-out information.
Maureen Burns is a senior partner in Bain & Company's Boston office and a leader in Bain's Customer Strategy and Marketing Practice. Maureen is out with a new book, Winning on Purpose: The Unbeatable Strategy of Loving Customers, with co-authors Fred Reichheld and Darci Darnell. I asked how Maureen, who has a background in investment banking and serves financial services company clients, could sign up to co-author a book about loving customers. She told me that at first she was skeptical saying, "Fred, I can't go to my financial services c-suite clients and talk about love." What is most motivating about this exchange is the realization that the evidence is overwhelming that companies that prioritize enriching the lives of customers (loyalty leaders in their categories) outperformance the market by 3X or more. And, it turns out, Burns' financial services clients have been quite receptive to the purpose of enriching customer lives. It's not just good for financial results, it's just plain the right way to treat people. More about Maureen:The book: https://www.amazon.com/Winning-Purpose-Unbeatable-Strategy-Customers/dp/1647821789/ref=sr_1_3?keywords=winning+on+purpose&qid=1638816110&sr=8-3The Harvard Business Review article: Net Promoter 3.0 - https://hbr.org/2021/11/net-promoter-3-0About Maureen: https://www.bain.com/our-team/maureen-burns/More about ServiceRocket:Visit ServiceRocket.com: https://www.servicerocket.com/On Linkedin: https://www.linkedin.com/company/servicerocket/On Twitter: https://twitter.com/servicerocketOn Facebook: https://www.facebook.com/ServiceRocket/On Instagram: https://www.instagram.com/servicerocket/ Subscribe at helpingsells.substack.com
Matt Harper is the CEO of the Marketing Practice, with their recent acquisitions, they are now one of the leading full-funnel B2B agencies in the world. He previously ran the agency's US operation prior to becoming group CEO. His goal is to develop a team that's the best in the world at B2B marketing, delivering a blend of local expertise and global scale that helps clients grow customers, pipeline and partner channels. The company has recently made two significant acquisitions, Omobono, the digital experience company for B2B brands, and Kingpin, the B2B comms specialists, to make them a collective powerhouse of B2B specialists.
Matt Harper is the CEO of The Marketing Practice, with their recent acquisitions, they are now one of the leading full-funnel B2B agencies in the world. He previously ran the agency's US operation prior to becoming group CEO. His goal is to develop a team that's the best in the world at B2B marketing, delivering a blend of local expertise and global scale that helps clients grow customers, pipeline and partner channels. The company has recently made two significant acquisitions, Omobono, the digital experience company for B2B brands, and Kingpin Communications, the B2B comms specialists, to make them a collective powerhouse of B2B specialists. We talk about:
This episode we talk about greenwashing, the practice of presenting a product in a way that makes it seem to consumers as if it is environmentally friendly, when in fact it is not.Greenwashing is most often thought of in terms of marketing a product. In a time when political discourse is increasingly branded and marketed, however, and when the action required to address environmental problems is increasingly at odds with what politicians seem willing or able to do, greenwashing is becoming a concern in the political sphere, too.From the never-ending string of promises to address climate change (almost all broken) to climate emergency declarations made and then nothing done, politicians, it seems, are telling people what they want to hear in order to get support, but delivering a very different product.So, why aren't they following through and why do we keep voting for them? We discuss that are more.As always, you can support us, and the show, at simcoecountygreenbelt.ca. Click through to the episode page for links and resources, including a photo essay of our field trip with Master Naturalist Bob Bowles.Support the show (https://www.patreon.com/treeplanterspodcast)
In this episode, David Rowlands spoke with Matt Harper, CEO of The Marketing Practice (TMP), to discuss the agency's recent acquisitions of Omobono and Kingpin. David and Matt talk about why Kingpin and Omobono were such a great fit for TMP, why B2B agencies are set to receive further investment, the challenges of combining three agencies, and more.
Should you keep your outreach emails snappy? Or should you give detail and specificity? Should you pour your heart out to your target accounts? Or should you maintain stoic rationality? All these questions answered and more in this special FINITE Podcast. We spoke to David van Schaick, CMO at The Marketing Practice and Doug Hutton, Senior Vice President, Products at Corporate Visions to find out the behavioural science behind successful cold emails for ABM in B2B tech marketing. Listen to learn about their recent research, findings and gain practical takeaways for your own messaging! Find the full research report here. ---The FINITE Podcast is made possible by 93x, the leading digital marketing agency for B2B technology, software & SaaS businesses delivering SEO & PPC strategy that drives leads, pipeline & revenue growth.And The Marketing Practice: The global B2B marketing agency built to close the gap between marketing engagement and business results.---To apply to join the FINITE community, head to finite.communitySupport the show (https://finite.community/)
Storytelling mit Plan — von Content Marketing, Agenturleben und Einhörnern.
Wir haben in den letzten Jahren viel Content Creation und Content Marketing für unsere Kunden betrieben. Jetzt ist es an der Zeit, unser Know-How für unsere eigene Marke einzusetzen.
This episode is sponsored by Davwill Consulting. Emotional agility? Yep, it's needed more now than ever. Let's chat! Click Here John is Chairman of BrandNewView, a leadership firm focused on helping businesses become a force for social and economic good. Previously, he was Regional Managing Director for Duke CE in Asia and North America. Other roles include: Dean and Professor of Marketing at SP Jain School of Global Management; interim Department Head at the Lundquist College of Business, University of Oregon; Professor of Marketing and Chair of Marketing Communication at Emerson College; Professor of Marketing Practice and Director of the Centre for Marketing. Excellence at Singapore Management University (SMU). He has also been a visiting Professor at the International Olympic Academy. A former Fortune 500 executive, John led marketing teams for Nike, was Vice President of Marketing and Business Development within the Transamerica group of companies, and Vice of Marketing and Business Development at Informix. He has also started two award winning companies: Northwest Resorts, a boutique resort firm; and Brand New View, a leadership development firm. He is a best-selling author and is currently finishing his 11th book (about what businesses must do to become a force for social and economic good). His previous books focused on strategy, marketing, higher education, and the sports business. He has also published articles in leading journals, including: Harvard Business Review, Dialogue Review, and the International Journal of Advertising, among others. He has spoken at major global conferences, including: TEDx, World Knowledge Forum, YPOs, American Marketing Association, BrandFinance Annual Forum, Global Brand Forum, and Entrepreneurs Organization (EO). His media interviews include: BBC, MSNBC, CNBC, ESPN, Fortune Magazine, Bloomberg, The New York Times, NPR, and ChannelNewsAsia. John has travelled to over 43 countries so far in his career. An avid runner, he has logged more than 60,000 miles, running everywhere he has travelled. The hottest? Dubai when it was 48 degrees Celsius. The coldest? -11 degrees Celsius in Stowe, Vermont. His favorite? A place called Duck Cove, a family-owned retreat. John and his family travel whenever possible. Their animal menagerie once included a horse, 2 ponies, 3 dogs, 4 cats, several birds and fish, but no kangaroos or honey badgers. He and his wife now have two dogs, a labradoodle named Milo, and a cavoodle named Ninja. Milo enjoys napping when he's not busy resting, and Ninja enjoys interfering with Milo's sleep. Their kids are grown and have added to this zoo: another labradoodle named Frankie (with the world's longest eyebrows) and 4 cats: Dr. Potato Spaceman (don't ask), Shikari, Meatball and Captain Insano. John earned his degrees from Stanford University and Columbia University. LinkedIn: https://www.linkedin.com/in/johnadavis/ Facebook: https://www.facebook.com/john.andrew.davis Website: https://brandnewview.com/
The Marketing Practice has secured investment from Horizon Capital to build on its strengths in ABM and demand generation and deepen its expertise in technology and data. In this week's episode, Editor for B2B Marketing David Rowlands spoke with Matt Harper, CEO at TMP about what this means for TMP as well as why B2B is attracting so much investment as of late. TMP was also ranked seventh in our Top 10 fastest growing agencies list, seventh in our Top 10 rising stars, and sixth in our Top 10 international agencies in our US Agencies Benchmarking Report. You can check it out here: https://www.b2bmarketing.net/en-gb/free-downloadable-guides/b2b-marketing-us-agencies-benchmarking-report-2021 If you'd like to learn more, you can follow Matt on Twitter @MattDHarper
That's in it for you:1. How you should change your sales approach when switching to remote selling2. How to change your sales presentation to increase its success in remote selling 3. How salespeople can master technology to convince customers in remote selling Our guest Massimo Pernicone is a director for the Innovation & Sales and Marketing Practice at BTS, based in Madrid, and a dear friend with whom I studied over 10 years ago at IE Business School. He and his team aim to bring classic sales models into the virtual era and enforce sales transformations. Furthermore, they help to enable sales to use hybrid selling.This episode is sponsored by SAWOO - " We help you grow your B2B business faster"
My guest today is the VP of Client Growth for a marketing agency called The Marketing Practice in Seattle, WA. David Hayes has almost 2 decades of agency experience starting back in the UK and eventually relocating to the US. He has been apart of several award-winning agencies where they have worked with some of the world's largest brands by helping them build impactful customer experiences. Also, please don't forget to rate, review, and subscribe to this podcast to receive more content like today's episode. Interview Resources
Mat Zucker draws upon his career at creative agencies and consultancy firms, such as OgilvyOne, Razorfish and now Prophet, to illustrate how effective communications shape a company's brand, reputation, and culture in this Reimagining Communications podcast.
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