Podcasts about salesforce pardot

During the JerryRigged podcast, Jerry and his guest, Stephen Pricer discuss various topics related to business analytics, technology, marketing, and Salesforce Administrators. They engage in a lively conversation, sharing their experiences and insight around marketing automation, Salesforce Pardot, Salesforce Account Engagement, and Salesforce Sales Cloud. They talk about their journey into Salesforce and how they got started in the ecosystem. They also discuss the pros and cons of different ... --- Send in a voice message: https://podcasters.spotify.com/pod/show/jerry-rigged/message

What's up folks, today we'll be joined by various martech pros sharing their opinions on the topic of warehouse-native martech.The landscape of marketing technology architecture has been undergoing – what you might call – a seismic shift and many don't even realize it. In this transformation, there's a remarkable development - warehouse-native marketing technology, an innovative breakthrough that promises to reshape the entire industry for the better, but comes with plenty of questions and skepticism. Here's today's main takeaway: As we navigate the potential transformation to warehouse-native martech, the single most critical action is to prioritize achieving high-quality, well-structured data; it's the golden key to unlocking the full potential of these emerging tools and strategies.This episode explores the various facets of warehouse-native martech and its viability, pulling in insights from industry experts, piecing together a comprehensive view of this groundbreaking shift.What are warehouse native martech or connected apps?In Dec 2021, Snowflake introduced a new term, 'connected applications'.  Unlike traditional managed SaaS applications, connected applications process data on the customers' data warehouse, giving customers control over their data  Benefits include  preventing data silos,  removing API integration backlog,  enabling custom analytics,  upholding data governance policies,  improving SaaS performance,  and facilitating actionable reporting In other words, instead of making a copy of your DWH like most CDPs ad MAPs do today, everything lives on top of the DWH and you don't have to pay for copying your db.Some companies solving this for product analytics are Rakam, Indicative, and Kubit. Census and Hightouch are also doing this, being warehouse-native activation tools sitting on top of a DWH and don't store any of your data. Some Messaging companies solving this use case natively on the cloud warehouse are Vero, Messagears, and Castled.Revolutionized Data Handling in Customer Engagement PlatformsIndia Waters currently leads growth and technology partnerships at MessageGears. She explains how her company's differentiation comes from its unique handling of customer data.Unlike competitors such as Salesforce Marketing Cloud or Oracle, which require a copy of customer data to live within their tool, MessageGears directly taps into modern data warehouses like Snowflake or Google BigQuery. This unique approach is born out of the inefficiency and high costs of older platforms that necessitate copying and moving data into multiple marketing tools.India vividly portrayed the challenge this old approach creates, imagining the confusion and resource consumption of working with out-of-date data across numerous tools. By not having to have a copy of customer data, MessageGears solves this problem for big companies, eliminating waste and creating a more coherent understanding of the customer's journey. Clients like OpenTable, T-Mobile, and Party City can now work with the most up-to-date data, using it as a source of truth for better analytics and customer experiences.Reflecting on how MessageGears had to become thought leaders in this approach, India acknowledged that it took time for the industry to understand and accept this innovative method. But as awareness has grown, the approach is now seen as a logical and necessary step in the evolution of customer data handling.Takeaway: MessageGears' refusal to follow the traditional path of copying customer data into its tools is a game-changer in the world of customer engagement platforms. By plugging directly into modern data warehouses, they've solved a problem that has plagued big companies, enabling them to use the most up-to-date data for insights and experiences. The industry has evolved, and MessageGears is leading the way with an approach that makes sense for today's data-driven world.Rethinking User Database Size Pricing in MartechWhile MG has been around since 2011, more and more startups are waking up to the idea of directly accessing brands' first-party data instead of relying on cloud data syncs. We also chatted with Arun Thulasidarhan, CEO & Co-founder at Castled.io. They're a warehouse-native customer engagement platform that sits directly on top of cloud data warehouses. Arun and his team set out to disrupt traditional martech to fix some of the fundamental problems as it relates to the significant disconnect between the number of users a company pays to store in their database and the actual value derived from them.He emphasized that having millions of users doesn't necessarily translate to substantial revenue or value, especially for smaller B2C companies. He critically questioned whether traditional pricing models based on user database size were really delivering value for businesses. Arun then went on to explain how Castled.io approaches this differently, choosing a more logical and direct connection between cost and benefit. Unlike other martech firms that charge based on customer numbers, Castled.io bases its pricing on the number of team members using the tool. Arun argues that this is a more accurate reflection of the value a company gets from the service, as more marketers using the tool likely means a more substantial investment in the platform. He also touched on how they handle data look-back periods and the importance of data retention for retargeting and reengagement. With traditional systems, data engineers might have to wait for months, while with Castled.io, the data is readily available in the data warehouse. The integration of data warehousing and marketing tools, according to Arun, is the future of martech pricing – something he sees as a "no-brainer." Takeaway: Traditional martech pricing models have significant inconsistencies, often failing to align the number of customers with the real value obtained. Castled.io challenges this paradigm by pricing their services based on the number of team members using the tool and ensuring that data retention aligns with business needs. This more logical and direct approach may be an essential step forward for the martech industry, promoting fairness and value over mere numbers.Aligning Pricing Metrics with Customer NeedsMessageGears and Castled.io's groundbreaking approach in martech isn't merely an isolated occurrence. It's part of a broader trend that calls for a deliberate rethinking of pricing metrics within the industry. This movement emphasizes the alignment of price with real value and accessibility. It's worth highlighting the intricacies of selecting the right pricing metric. We spoke with Dan Balcauski, a SaaS pricing expert who highlights that it's not just about being innovative; it's about making choices that truly resonate with customer needs and market demands. Dan delved into the complexities of pricing metrics and how they can be used to either aid or hinder competitive differentiation. Though he admitted that his knowledge of the specific market wasn't extensive, he was able to break down the various facets of pricing strategy, sharing an intriguing case study to illustrate his point.Dan emphasized the importance of choosing a pricing metric that aligns with customers' business requirements and the perceived value of the product. This metric, according to him, must balance fairness, predictability, and operational ease for both the buyer and the seller.He highlighted the example of Rolls Royce's innovative approach to jet engine pricing, where they chose to charge "power by the hour" instead of selling the engines outright. This usage-based model aligned the interests of the buyer and seller, streamlining many ancillary aspects such as maintenance and replacement.However, Dan also warned against unnecessarily complex or "cute" pricing metrics. He stated that success in implementing innovative pricing strategies likely comes easier to industry leaders or highly innovative products. Trying to be different just for the sake of it can lead to confusion and additional costs in educating the market.Takeaway: In the world of martech, warehouse-native pricing changes are a nuanced subject. As Dan's analysis reveals, the successful implementation of a pricing strategy requires a careful balance of alignment with customer needs, perceived value, predictability, and operational efficiency. Innovative approaches can bring success, but they must be implemented thoughtfully and with a true understanding of the market. Being different for its own sake may lead to complexity without adding real value.The Undeniable Movement Towards a Universal Data LayerBefore getting into the weeds of the viability of this shift, let's get the lowdown from one of the most respected voices in martech. You guessed, we're talking about Scott Brinker. The Martech Landscape creator, the VP of Platform ecosystem at Hubspot and the acclaimed force behind chiefmartec.com, hailed universally as the martech world's ultimate wellspring of knowledge and insight.Scott sees a clear trend in martech towards consolidating data across the company into the warehouse, and making that data accessible across various applications. He doesn't hesitate to point out that this is a bit different from being truly warehouse-native, which raises questions about the architecture layers and the way data interacts operationally with the warehouse.On the exciting side, Scott highlights the robust experimentation in the field. However, he's keen to identify the challenges too, such as the need to rationalize data that is inherently messy when consolidated into data lakes and warehouses. The sheer volume and complexity of data require layers of interpretation and structuring, something that individual martech products often provide.Scott also highlights the performance dimension, noting that while technological advances have improved the read/write performance of data in a warehouse, there are still cases where millisecond differences in performance can have critical impacts on user experience or search engine rankings. He sees the need for operational databases fine-tuned to specific engagements as a continued necessity in the martech architecture.In the end, Scott recognizes the undeniable movement towards a universal data layer where martech companies are being driven to contribute and leverage data from the warehouse. However, he doesn't see it as something that will entirely replace all localized and context-specific databases in the immediate future.Takeaway: Scott provides a balanced and insightful perspective on the warehouse-native approach in martech, seeing it as an interesting and evolving aspect but not a complete solution. He emphasizes that while consolidation and accessibility of data are crucial, the complex nature of data, performance considerations, and the need for specific databases mean that the warehouse-native concept is still more of a developing direction rather than an established end point in the martech landscape.The Necessity of Cloning Data in Warehouse Native MartechAs we talk about shifts in the data management landscape, Pini Yakuel, the CEO of Optimove (Marketing Automation Platform) provides a practical example of these changes, discussing how they're CDP component is built on top of Snowflake.Pini dived into the subject of warehouse native martech with a keen eye for architectural details. He spoke candidly about the convenience of copying data from one place to another and the efficiency of Snowflake, allowing for a seamless client experience. A clear advocate for this technology, Pini mentioned how companies can leverage Snowflake to have data easily accessible without having to move it around. The snowflake-to-snowflake data mirroring, for instance, eliminates the need for ETL, providing a significant advantage.However, Pini didn't shy away from the challenges either. The same technology that enables quick data processing doesn't necessarily translate into fast response times for user experience. For instance, Snowflake, being an analytical data warehouse in the cloud, may not respond quickly enough for UX requirements.Pini concluded with an optimistic note about the future, mentioning that Snowflake and BigQuery are emerging as significant players. But, he also acknowledged that the need to have copies of data close for certain operations still exists, leaving room for technology to evolve further.Takeaway: While warehouse native martech, especially through platforms like Snowflake, offers incredible convenience and has been a game-changer, it's essential to recognize the need for closer data positioning in some cases. The current landscape is promising, but the future might hold even better ways to copy and utilize data without hindrance.The Misguided Myth of Zero Data CopyWhether it's technically possible or not, not everyone is on board with the notion of zero copy data, using martech without ever needing to copy data in any of your tools. Enter Michael Katz, CEO and co-founder at mParticle, the leading independent and packaged customer data platform.When asked about the concept of zero data copy and why he considers it misguided, Michael passionately dove into the core of the argument. He began by highlighting that copying data's implication of creating inefficiency, particularly in terms of access cost, is fundamentally flawed. In his view, the cost of storage is negligible compared to the cost of computation, a fact well understood in the industry. Hence, creating duplicate copies of data doesn't significantly change the overall cost structure.Michael then went on to emphasize that it's been demonstrated time and time again that replicating data brings tremendous efficiency for various uses and applications. He further expanded on his argument by noting that the belief in zero data copy not only misleads but also directs individuals and companies down a path of solving non-existent problems. He remarked that the focus should be on minimizing costs to maximize resources for growth, not chasing an illusion of efficiency.Adding another layer to his argument, Michael revealed the dirty secret behind many reverse ETL companies, citing a persistent churn problem. These companies, he pointed out, offer what appears to be an "easy button" solution, but when the button is pressed, things turn out to be far from easy.Takeaway: Michael's debunking of the zero data copy concept is a compelling reminder that chasing illusions can lead to more harm than good. The true focus should be on understanding the problem at hand and allocating resources wisely, rather than getting lost in the allure of simplified solutions that often prove ineffective. This insight urges us to be more discerning in evaluating the effectiveness and underlying motives of the tools and strategies we adopt in the world of martech.Solving the Puzzle of Compute Charges in the Cloud Data WarehouseMany industry experts agree with Michael that one of the biggest hurdles for warehouse native martech is computing charges and creating a load on your DWH/Snowflake that can add up quickly. Here's what Arun from Castled.io had to say about his solution for this compute challenge.When asked about how to tackle the prevalent problem of compute charges in existing cloud data warehouses, Arun clearly outlined the importance of addressing this issue. In his view, it's more than just a concern about expenses; it's an integral part of deciding to have a data warehouse, which still holds great value to many.Arun dove into the core of the problem, explaining that once a data warehouse has been implemented, businesses often aim to not only enable data analytics but also marketing, where significant investments are made. This decision leads to one of the major reasons behind the compute charges: hiring bulk analytic engineers, many lacking the necessary experience to write optimal SQL queries.Arun's perspective on the solution is straightforward and rooted in his experience. For him, once the data is collected in the data warehouse, the most scalable model involves using warehouse-native applications like Castled.io. These applications reduce the charges by running all kinds of load tests to ensure minimal and optimal expenditure. Arun emphasized the care taken to ensure that even a minor filter change doesn't lead to unnecessary extra charges.Takeaway: Arun's insights highlight a common yet overlooked aspect of cloud data warehouse management: compute charges. By understanding the root causes and adopting warehouse-native applications, companies can not only minimize these charges but also maximize the value and efficiency of their data warehouses. His approach illustrates a thoughtful and scalable way to ensure that technology investments align with financial considerations.Is Warehouse Martech More Beneficial for Cloud Providers Than Customers?Despite hearing this solution on compute charges and the benefits of zero copy data, Michael Katz, CEO of mParticle held firm on his stance going back to the value to customers.Michael began by laying out a common structure of the marketing tech stack, mentioning different components such as analytics, customer engagement platforms, experimentation tools, and customer support services like Zendesk. In this context, he highlighted that between five and ten different categories could be observed across most martech stacks.Michael then questioned the real beneficiaries of building everything natively on a Cloud Data Warehouse. He argued that such an approach seems to favor the data warehouse provider rather than delivering genuine value to the customer. Moreover, he expressed skepticism about the notion that having all vendors run their own compute cycles on the data warehouse would necessarily lead to cost savings. He pointed out that while theoretically possible, no one has conducted a side-by-side comparison to prove that assumption.Further, Michael emphasized that whether dealing with providers like Snowflake or mParticle, everyone is in essence reselling cloud compute, either with a markup or bundled into services. The assumption of inherent cost savings, he asserted, doesn't stand up to scrutiny, and the claim that avoiding the creation of multiple copies of data will automatically save money is not necessarily true.Takeaway: Michael's examination of the warehouse native approach reveals that what might seem like a cost-saving strategy on the surface might not deliver real benefits to the customers. This insight warns against blindly accepting theoretical advantages without concrete evidence, encouraging a more nuanced understanding of how value is truly generated in the martech world.Why Zero Data Copy in Martech is Not a Black-and-White IssueMichael's scrutiny of the warehouse native approach invites a broader conversation about adaptability and tailored solutions in martech. It challenges the standard view, paving the way for alternative methods that don't cling to conventional wisdom. Recognizing that one approach doesn't fit every scenario, some companies are proposing a hybrid approach and shaping the conversation around customization and efficiency.In this camp is Tamara Gruzbarg, VP Customer Strategy at ActionIQ – an enterprise Customer Data Platform. When asked about the widespread arguments dismissing zero data copy as a flawed concept, Tamara offered a thoughtful perspective. She didn't outright reject the notion, but rather emphasized the importance of not viewing it in black and white terms. In her view, the concept of zero data copy isn't necessarily something that will work for everyone in the immediate future, but that doesn't mean the industry shouldn't be moving in this direction.Tamara continued to explain that once sufficient work has been done to create a robust data environment within a client's internal structure, there's a real opportunity to leverage that investment. It's about using the data from its original location to minimize costs, rather than insisting on either 0% or 100% adherence to a zero copy or fully composable CDP model.Speaking from her experience at ActionIQ, she emphasized the value of creating a "future-proof" environment where different components from the best vendors or internal solutions can be utilized. This approach allows for adaptability, not locking into a rigid framework, and instead opting for a path that works for the individual needs of a company, with the capacity to optimize over time.Takeaway: Tamara's insight sheds light on the nuanced reality of the zero data copy debate. Rather than clinging to absolutes, she encourages a more flexible approach that aligns with the individual needs and future directions of a company. Her focus on creating a future-proof environment underscores the importance of adaptability and optimization in the ever-changing martech landscape, without falling prey to rigid ideologies.Warehouse Native Martech Impacting Enterprise More Than SMBsThe push for flexibility and optimization in data handling hints at a wider trend affecting large enterprises. This focus on warehouse native solutions aligns more closely with the complex needs of large organizations than with SMBs, setting the stage for a broader industry shift that some experts continue to explore.One of these experts is  Wyatt Bales a senior exec at BlueprintX, an enterprise focused-martech and growth agency. When asked about the potential future of martech being warehouse native, Wyatt presented a comprehensive view on the subject. He emphasized that this path is indeed the way forward for enterprises, defining these as organizations with 10,000 employees or more. Wyatt agreed that traditional tools, such as duplicated databases and interfaces for marketing automation, are being replaced by more sophisticated and flexible solutions.He shared insights from current projects, where customers are rethinking their approach and moving towards more direct communication through APIs and delivery services. This transition, according to Wyatt, is not only efficient but also resonates with the changing needs of enterprise clients.However, he didn't see this trend affecting the Small and Medium Business (SMB) sector in the same way. The traditional path of migrating from simpler tools like MailChimp to more advanced platforms like Marketo still holds relevance for SMBs. Wyatt predicts an emerging trend where SMB markets might see the integration of work management tools, such as Asana, with marketing automation platforms. This would provide an end-to-end solution that meets the specific needs of smaller businesses.Wyatt also highlighted the importance of adaptability in skillsets, particularly within the context of warehouse-native solutions. Emphasizing the value of SQL knowledge, he discussed how organizational decisions and structures are changing, affecting even hiring and staff positioning. The future, according to Wyatt, is not only about mastering specific tools but also having the ability to talk about cloud storage, integrations, and other technological advancements. He stressed the importance of versatility in skillsets, particularly in a landscape that is rapidly shifting towards warehouse native solutions.Takeaway: The future of martech is clearly leaning towards warehouse native solutions for enterprises, reflecting a desire for flexibility, efficiency, and direct control. However, this shift is not universal, and Wyatt points out that SMBs will continue to have different needs and paths. The landscape is evolving, and success will depend on adaptability, both in technology and in the skillsets of those navigating this complex ecosystem.API Connections Versus Warehouse Native ApproachThis being more impactful for enterprise is an argument that's echoed by MessageGears when talking about the difference between APIs integrations and the warehouse native approach. Here's India Waters from MessageGears (again).India described the contrasting experiences of these two models by focusing on the real-world implications. She broke down the seemingly straightforward task of setting up individual APIs for real-time data access, especially in small to medium-sized businesses.The problem, India explained, lies in the constantly changing environment. Whether it's adding new fields or updating existing ones, the complexity of these tasks grows exponentially. When businesses try to synchronize tools like SalesLoft, Salesforce Pardot, or even something as specific as demand-based sales tools, the complexity doesn't just double; it becomes an almost unmanageable challenge. Imagine a company like Best Buy or Home Depot, with countless customers and enormous volumes of first-party data. The complexity becomes a daunting puzzle.India's solution through MessageGears provides a refreshing perspective. By allowing businesses to view their modern data warehouse without the burden of storing data, the approach untangles the web of syncing, matching, and complying with new data privacy laws. India expressed a frustration with those who still don't get this new approach, highlighting how the warehouse native model renders concerns like HIPAA compliance almost irrelevant.Takeaway: India's insights shed light on the intricacies of API connections versus the warehouse native approach. Her detailed explanation helps us understand how even simple tasks can become a tangled web as business grows. By adopting innovative solutions like MessageGears, businesses can bypass these complexities, align with modern data privacy laws, and efficiently manage their data, demonstrating a forward-thinking approach to the technological future.Does Warehouse Native Martech Replace Reverse ETL Tools?Some of the emerging tools to replace API integrations are called reverse ETL, basically pushing data from your warehouse to your business tools. Some of the startups solving this are Hightouch and Census. The question though is, does warehouse native martech (sitting on top of the warehouse) also replace the need for reverse ETL solutions. Just like you might prefer using a bridge to cross a river rather than paying a ferry. Here's Arun again from Castled:When asked about whether warehouse native can replace reverse ETL tools, Arun provided a perspective that goes beyond a simple yes or no. His insights highlight the intricate balance between technology and purpose.Arun explained that while warehouse native solutions can indeed eliminate the need for reverse ETL pipelines, it's essential to understand why a business would want to do so. The motivation to adopt warehouse native shouldn't be solely to eliminate reverse ETL; otherwise, the solution may fall short. With companies like Customer.io actively incorporating reverse ETL into their systems, a mere desire to remove reverse ETL isn't enough.Arun's approach emphasizes the problem-solving capabilities of the warehouse native approach. If there are tangible limitations in existing tools, and if a warehouse native solution can solve those problems, then the path becomes clear. But starting on this path just to eliminate reverse ETL, without considering the broader issues, would be a mistake.Takeaway: Arun's insights underscore the importance of aligning technology with genuine needs. Warehouse native solutions offer the ability to bypass reverse ETL, but this shouldn't be the sole driver. Businesses need to identify real challenges that can be addressed by warehouse native solutions, creating a synergy between technological innovation and problem-solving. Anything less is a fleeting pursuit that's likely to fall short.Established Platforms vs Warehouse Native Marketing Automation Obviously reverse ETL platforms are going to have some hot takes about this question. One of them is Tejas Monahar, the co-founder and co-CEO of Hightouch, a reverse ETL tool that's taken a controversial stance against the packaged CDP, claiming that it's dead and that they can replace it.Tejas noted that while ease of warehouse native tools are on the rise, he doesn't envision them taking over established platforms like Salesforce Marketing Cloud or Iterable. To Tejas, these tools can't replicate the variety of channels and functions available in existing martech solutions.Tejas explained that marketers need to utilize their data across all channels, and solutions like Hightouch make this process simple. He was unafraid to share that he's not bullish on the trend of warehouse native marketing tools dominating the space, as they do not address the unique needs of marketers. This includes all sorts of concerns that a Customer Engagement or ESP platform handles, not related to the data warehouse, such as data quality, governance, privacy, and identity risk.However, Tejas clarified that his stance does not mean there's no room for new businesses in martech like warehouse native. On the contrary, he sees a wealth of opportunities to build in this field, especially with localization and integration. What he doesn't foresee is a platform shift that replaces giants like Salesforce and Adobe. The focus should be on integrating the data and marketing sides of the business, and Hightouch is positioned as an ideal solution for this.Key Takeaway: Warehouse native tools and CDPs are growing, but Tejas argues that they will not replace the multifaceted capabilities of existing martech providers. While they may add some new functionality, their integration with traditional platforms seems more likely. The focus, he believes, should be on how marketers can use data effectively across all channels, and he sees Hightouch as the perfect solution to bridge the gap between data and marketing needs.Effortless Data Movement and Apps as Lightweight Caches on Core WarehousesNot all reverse ETL vendors have a negative view on warehouse native approach though. Boris Jabes, the co-founder and CEO at Census, another Reverse ETL tool, has a different perspective.When Boris was asked about the future of warehouse native martech and its potential to replace reverse ETL, his response not only highlighted a promising vision but also revealed Census's pioneering role in the field.Boris acknowledged the attraction of a world where warehouse native martech diminishes fragmentation and promotes consistency in written data. He was quick to point out that Census has been a trailblazer in this domain, adopting a warehouse native solution even before the term was coined. This, he said, is a testament to the company's innovation and leadership in the space.He detailed Census's offerings, such as the Audience Hub, a segmentation experience native to the warehouse. These solutions not only reflect Census's deep understanding of warehouse native systems but also underscore the company's commitment to letting marketers activate data without hassle.However, Boris also emphasized the challenges and necessities of this path. Perfect data in the warehouse is key. Understanding the relationships between different sets of data, customizing relationships, and validating data before use are all integral to making warehouse native martech work seamlessly.Boris's vision culminated in the anticipation of a world where data movement systems are no longer a concern, and every application becomes a lightweight cache on the core data warehouse. Though he believes in this future, he cautioned that it may take time to come to fruition and urged companies to focus on transforming and modeling user data.Key Takeaway: Boris's insights cast a spotlight on the potential of warehouse native martech, with Census leading the way before it was even a recognized term. His vision of applications as lightweight caches on core data warehouses paints a compelling future. Yet, it's grounded in the reality that clean, well-structured data and a deep understanding of relationships between data sets are crucial to making this dream a reality. The path is laid out; the journey, according to Boris, requires focus, innovation, and a commitment to quality.Closing Thought on Warehouse Native MartechThe shifting tides of warehouse-native technology are promising but they come with a fair share of skepticism. This shift is not just a simple tool swap, but a nuanced evolution requiring careful understanding and strategic decision-making, shaped by a company's unique needs and data maturity. Is zero data copy really achievable?Does it save costs for the customer? Or does it benefit the cloud warehouse companies?How long will local database copies be a requirement?Can compute charges be solved with higher quality queries?Will warehouse native martech affect more enterprise or startup companies?Does warehouse native martech replace the need for reverse ETL pipelines?Yet, amid the complexity, and all the questions, a promise shines through - a future of reduced data pipelines, seamless integration, and more efficient, direct data access. The challenge, as well as the opportunity, lies in the journey towards that future, a journey fueled by the symbiosis of pioneering tools and clean data.You heard it here first folks: As we navigate the transformation to warehouse-native martech, the single most critical action is to prioritize achieving high-quality, well-structured data; it's the golden key to unlocking the full potential of these emerging tools and strategies.✌️--Intro music by Wowa via UnminusCover art created with MidjourneyMusic generated by Mubert https://mubert.com/render 

“If people like you they will listen to you, but if they trust you, they'll do business with you.”Quote by Zig ZiglarIn order to grow their businesses, companies need to be thinking about the kind of relationship building that instills trust.Podcasting has become another way to create those relationships. When you watch or listen to a podcast, you almost feel as though you are there having the conversation, asking the questions, and getting to know someone on a personal level. Podcasts not only show the personal side of a business but build relationships with the guests and the listeners. Today I had a fantastic conversation with Casey Cheshire, Founder & Chief Evangelist at Ringmaster Conversational MarketingDuring this conversation with Casey, we discussed: How the role of B2B Marketing is evolving to drive business growth and how you can adapt this in your own marketing strategy. The key strategies that are most effective in building lasting relationships and instilling trust with B2B customers.How producing a company podcast can help marketing initiatives.Casey shares an example of a successful initiative he's executed that significantly contributed to a business's growth and how the role of relationship building played a role in its success.The trends and shifts anticipated in the B2B landscape and ways businesses should adapt by building trust with their customers.Casey's insights on the benefits of company podcasts will help pinpoint ways to establish better communication with potential customers that will lead to lasting relationships.Learn more about our guest today - Marketing Strategist and Entrepreneur, Casey has a passion for B2B podcasts.Previously, he founded and led the #1 Salesforce Partner for Salesforce Pardot professional services, Cheshire Impact. Founding the company in 2010, Casey's passion for designing custom solutions for B2B businesses to succeed with Cheshire Impact's Revenue Optimization Model™, has grown to helping over 2,600 clients.Driven to share his expertise with fellow B2B marketers, Casey is the author of Bookauthority rated, Top 100 Best B2B Marketing Books of All Time, "Marketing Automation Unleashed," and has shared his craft with thousands of marketers at conferences across several continents. His energetic, fun, and upbeat personality is contagious as he Hosts top rated B2B marketing podcast, The Hard Corps Marketing Show.A leader in the Trailblazer Community, Casey was named a Salesforce 2020-2021 Marketing Champion, has spoken at several community conferences, including Dreamforce, and is an avid supporter of his fellow Salesforce Military members.When not smashing marketing myths on his podcast or launching B2B podcasts, Casey enjoys spending time with his family, climbing tall mountains, and occasionally jumping out of perfectly good airplanes.Website:  https://www.ringmaster.comLinkedIn: https://www.linkedin.com/in/caseycheshire/  For more information about how to find quality marketing data to reach your ideal niche client, contact Donna Peterson at 860-210-8088 or dpeterson@worldinnovators.com.Visit our website at http://www.worldinnovators.com================================== Let's Connect: LinkedIn Live Tuesday 4:00 pm EST https://www.linkedin.com/in/donnaapeterson/================================== To learn more, subscribe and get notifications on new episodes when they become available. https://www.worldinnovators.com/b2bmarketingexcellence 

Since 2007, Laine has been a dual citizen of the MarTech and traditional marketing worlds, serving B2B and B2C clients in New York City, Atlanta, and beyond. Laine founded LMB DigiMarketing in 2015 with a mission to make highly effective marketing automation more accessible to growing businesses. With a Digital Marketing certification from Emory University, and specialist certifications from MailChimp and Salesforce – Pardot, her happy place is orchestrating streamlined marketing platform integrations. Laine and her (less qualified but equally enthusiastic) office dog, Midge, make a great team.In her spare time, she enjoys concerts, traveling, traveling to concerts, and more concerts. Buzzsprout - Let's get your podcast launched! Start for FREEDisclaimer: This post contains affiliate links. If you make a purchase, I may receive a commission at no extra cost to you.Support the showSubscribe to Side Hustle City and join our Community on Facebook

This episode is my appearance on Casey Cheshire's Creating The Greatest Show podcast.  I thoroughly enjoyed the conversation. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey's passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids. Give it a listen and let us know what you think?   Podcast Hosts Jeff Roster Twitter https://twitter.com/JeffPR LinkedIn https://www.linkedin.com/in/jeff-roster-bb51b8/ Website https://thisweekininnovation.com   Brian Sathianathan Twitter  https://twitter.com/BrianVision Website https://www.iterate.ai   Podcast Website https://www.podbean.com/pu/pbblog-f8asf-af2782 https://thisweekininnovation.com   Apple https://podcasts.apple.com/us/podcast/this-week-in-innovation/id1562068014   Spotify https://open.spotify.com/show/2QDqTUnt6jebdRHbRzSTJN   LaunchPadOne https://www.launchpaddm.com/pd/This-Week-in-Innovation?showAllEpisodes=true   Listen Notes https://lnns.co/2QPSfnizE5K         #thisweekininnovation, #TRI22, #5ForcesOfInnovation, #podcast, #retailpodcast, #emergingtechnologies, #Retailers, #retail,  #retailindustry, #retailtechnology, #retailtech, #futureofretail,  

Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He counts his relationships as a key reason for his continued success. He is a digital marketing thought-leader and marketing automation strategist who has shared his craft with thousands of marketing enthusiasts at industry events and trade shows across North America including Dreamforce and Connections. Casey's passion for podcasting led to him founding Ringmaster. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact which became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry. He is also the creator and host of the Hard Corps Marketing Show. In this episode, he shares how we can create authentic relationships with our buyers and drive growth. Insights he shares include: Why do businesses tend to get stuck in their groove in terms of marketing How to cause disruption in a nicheWhy marketing needs a purpose.Why use podcasting as a means of marketingJustifying the use of marketing with revenue.How to build rapport and a sales conversationWhy Casey prefers using podcasts as a way to initiate sales conversationsCan the podcasting approach be scaledThe place content governance has in furthering sales conversationsand much much more ...

Marketing automation technology is often purchased hoping that it will be the silver bullet to solve all of the company's problems and what is worse, there is sometimes not even a plan in place for what to do with it after the fact. Therefore the technology sits, is underutilized, and becomes cluttered with data and disorganized assets. A Writer, 6x Certified Salesforce Ohana member, Editor at Salesforce Ben and The Drip, and Marketing Automation Consultant, Lucy Mazalon, urges marketers to put in the work to maximize the use of their marketing automation platform, to get the best production out of the advanced technology.   Takeaways: Have a plan in place for how marketing automation technology, like Pardot, is going to be used, to get the most out of it. The Campaign Influence of marketing campaigns on Opportunities should not be the only success measurement of marketing. Not everything can be quantified, as marketing is also about building brand loyalty. If you do not track the first marketing touchpoint of where your leads are coming from, how will you know where to prioritize efforts to get more leads? Marketing automation technology platforms are great, but if you spend the money and then do not have any content to pour into the tool, what good will it do? The creation of a white paper is not something that can be automated. Take the time to declutter your CRM and marketing automation databases. It will help unclog your system and yield authentic reports. Have an organization system in place for how you will manage all of your marketing assets. If your team can never find the files they need, simple tasks can turn into stressful assignments and wasted time. Before jumping into Salesforce Pardot connected campaigns, meet with your team to create a campaign hierarchy that fits your business needs. Start with the end in mind and consider what reporting leadership would like to see. Career Advice from Lucy - It may be tough in the beginning, working long hours, and getting through difficult situations, but everything is going to be okay. Be yourself in the workplace, empathetic to your coworkers, and consider the situations they are in around you.   Links: LinkedIn: https://www.linkedin.com/in/lucymazalon/ Twitter: https://twitter.com/lucymazalon?lang=en Salesforce Ben: https://www.salesforceben.com/about/ The Drip: https://www.salesforceben.com/thedrip/ Website: http://mazalon.com   Busted Myths: Pardot will help your business get more leads. - Pardot will not help you get more leads, but rather process leads more efficiently. Marketers still need to put in the work for lead generation campaigns. If used properly, Pardot is the driver along the lead-to-revenue journey.  

Everywhere you look, B2B marketers are talking about Account-Based Marketing, and its prominence is only growing. So to better understand the technology, we talked to Laura Ramos, VP and Principal Analyst for B2B Marketing Professionals at Forrester Research. On this episode, Laura talks about where ABM came from, what's next for the technology, and what it means for B2B marketers. She also talks about her background with Forrester, why she left and came back to the field of research, and the most important insights she drew for the SiriusDecisions 2019 Summit. Links: Notes & Quotes: http://bit.ly/2yXulqL Laura's LinkedIn: linkedin.com/in/lauraramos2013 Laura's Twitter: twitter.com/lauraramos Forrester Research: forrester.com 5 Key Takeaways: - Account-Based Marketing takes the idea of one to one marketing and scales it in a sustainable way. - The two most important aspects of ABM strategy are the ability to analyze data and insights, and the ability to personalize content. - ABM forces both sellers and marketers to focus on the right things, rather than focusing purely on volume. - ABM is forcing marketers to think harder about who they target, and that's a good thing. - "You need your sellers to be helpful and human, not hungry." - Laura Ramos Bio: Laura Ramos is the VP & Principal Analyst serving B2B Marketing Professionals at Forrester Research. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Every marketing team needs 3 C's - communication, content, and coordination, according to Dave King, Head of Marketing at Asana. On this episode of Marketing Trends, he talks about how marketing leaders can better manage all three. In this conversation, Dave also talks about the difference between collaboration and coordination, why he decided to join Asana, the advantages of the self-serve model, and his philosophy for building and managing a marketing team. Links: Full Notes & Quotes: http://bit.ly/2N1YYDM   Dave's LinkedIn: linkedin.com/in/davebking/  Dave's Twitter: twitter.com/dbkinger  Asana: asana.com 5 Key Takeaways: - Marketers can't just be focused on messaging. They need to focus on the management of content and how it gets to the finish line. - Marketers can't bring the same playbook to every company. They need to adapt to their business, and its product and strategy. - A company's goals and values should be a part of the way it operates and manages products. - Marketing needs to be focused on the full customer life-cycle and not just on acquisition. - "I think as a marketer, our job has always been to create content that is useful and delightful to the audience, and then scale it." - Dave King Bio: Dave King is the head of global marketing and dedicated to showing teams everywhere why Asana is the best way to manage their projects and tasks. He looks after Asana's brand and leads efforts to drive market growth and build the Asana community. Before joining Asana, Dave led the marketing teams at Percolate, Highfive, and Salesforce Community Cloud. Dave earned his B.S. from Duke University and an MBA from the Stanford Graduate School of Business. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Data and analytics play essential roles when it comes to marketing. But effectively using data to improve marketing is easier said than done. According to Scott Holden, CMO of ThoughtSpot, technology needs to be a part of the solution. On this episode, Scott sits down with Ian to dig a bit deeper into data-driven marketing and the tools marketers need in order to better access insights. They also discuss Scott's journey to ThoughtSpot, what it means to be on the same page with other departments, and much more. Links: Full Notes & Quotes: http://bit.ly/2KCaIdn Scott's LinkedIn: http://bit.ly/31rurmK Scott's Twitter: http://bit.ly/2MOdYoB ThoughtSpot: http://bit.ly/2Kz1f6v 5 Key Takeaways: - "You have to get comfortable being more transparent." - Scott Holden - Cease and desist letters shouldn't be what you're shooting for. However, when it comes to marketing against your competition, it could be mean you hit the mark. - Scott states, "If you're keeping the sales team fed, it buys you the right to do the cool stuff [as marketers]." Marketing and sales should be on the same page and a win for one team should be a win for the other. - Scott also argues, "In the absence of a framework or in the absence of information or communication, people just assume you're not doing your job." It's your job as the CMO to set these frameworks so others know how to measure your abilities. - Don't be afraid to stick to your value proposition and your core messaging. A lot of marketers are trying to ride trends and go all over the place. Stay constant. Bio: Scott is the Chief Marketing Officer of ThoughtSpot, a company focused on disrupting the business intelligence industry with search-driven analytics. Scott's career journey began at Chase, where he was a financial analyst. Soon after, Scott went to JP Morgan and then to Google, before landing at Salesforce. After seven years, Scott served as the VP of Marketing for the Salesforce Platform. In 2014, Scott made a move to ThoughtSpot, where he served as the VP of  Marketing before becoming CMO. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

The role of CMO is a difficult one. It's even more difficult when you're just starting out. So what do you do in your first 90 days to set yourself up for future success? To find out, we sat down with a CMO roundtable of some of the most successful CMOs around. We talked to Leela Srinivasan CMO of SurveyMonkey, Keith Messick CMO of Dialpad and Corinne Sklar CMO of IBM iX. On this episode, each of them brings a unique perspective to the discussion and share their insights on best practices for the first 90 days as CMO, how to not get fired, being memorable in B2B marketing, and much more! Links: Full Notes & Quotes: http://bit.ly/33pTxEH Leela Srinivasan's LinkedIn: http://bit.ly/2YOASPi SurveyMonkey: http://bit.ly/2GV5rfZ Keith Messick's LinkedIn: http://bit.ly/2GTSjYx Dialpad: http://bit.ly/33iFAZ0 Corinne Sklar's LinkedIn: http://bit.ly/2ZSjc6o IBM iX: https://ibm.co/2KnGAmY 5 Key Takeaways: - As the CMO, is it your job to be the glue that brings the business together. Your marketing and business strategy must be aligned. - Have you taken a sales call yet? Can you talk about your product to a potential prospect? Evolve as a marketer by bridging the gap between marketing and sales. - If something is high risk and you have confidence behind it, do it. If something is low risk and you have confidence behind it, delegate it. Draw yourself an axis to see the other quadrants. Keith calls this the "2 by 2." - Giving others on your team a voice to make decisions has a viral effect within organizations. Trust, democracy, and creative freedom to develop. - It's important to constantly be adjusting and learning as you go. Adaptability and growth are what to strive for personally and externally as an organization. Bios: Leela Srinivasan is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference. Keith Messick is the CMO at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors. Corinne Sklar is the CMO of IBM iX, which offers creative solutions for business strategy and experience design to solve complex business challenges. Previously, Corinne served for 13 years as the CMO of Bluewolf, an IBM company. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Stewart Conway wakes up at 4 AM, six days a week, for a reason. His discipline, focus, and love for marketing (and skiing) are what drive Stewart and his team each and every day. Stewart is the Head of Central Marketing at BMO Global Asset Management by day and an active member of the British Association of Ski Instructors during his free time.  On this episode, Stewart talks about how being a ski instructor has shaped his views on marketing, his advice for first-time marketers, and ways to think about the current digital landscape.   Links Full notes & quotes: http://bit.ly/2YOdcu9  Stewart's LinkedIn: http://bit.ly/2YF7z1r Bank of Montreal: http://bit.ly/2GX7IHJ   5 Key Takeaways - When teaching a new team, you need to use their language. Once you get to know them better, talk their talk and use analogies that help them learn the way they're accustomed to learning. - Similar to a skier, Stewart says marketers need to be centered. Risk needs to be balanced. - It's important to test in local markets first, have a native speaker on your team involved, and always be thinking about how other cultures might view your brand. - A great filter for new information on tech advances is your own personal network. - For first-time marketing leaders: Talk to a lot of people and don't rush to your decisions. Give yourself time to fully explore and evaluate what exactly is going on within the company, culture, and team.   Bio Stewart Conway is the Head of Central Marketing at BMO Global Asset Management. He is also a competitive skier and ski coach. Prior to BMO, Stewart was the Head of Digital for Jupiter Fund Management and has over 20 years of digital, marketing, and business experience. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Millennials. The word comes with some strong connotations. But what do millennials actually believe? And how can marketers target them more effectively? To find out, we talked to Nadia Masri. Nadia is the Founder and CEO of Perksy, a consumer insights platform that powers real-time research with millennial and Gen Z audiences through a mobile app. On this episode, Nadia walks us through her insights on younger consumers, the changing demographic landscape, and how to more effectively engage a target audience.   Links Full notes & quotes: http://bit.ly/323tkuH Nadia's LinkedIn: linkedin.com/nadiagenevievemasri Nadia's Twitter: twitter.com/nadiagenmasri Perksy: getpersky.com   5 Key Takeaways - Marketing can be most successful when it is both strategic and creative. - Across demographics, human behavior is really the same. We all like to be engaged and entertained. - Timeliness is really important. Being able to validate concepts quickly can be very valuable for brands. - The generalization that millennials are not brand loyal is a myth. Millennials want to identify with and build with brands. - "You really have to sit down and think about strategy, but you can also get really creative with strategy. This is when marketing is the most successful." - Nadia Masri   Bio Nadia Masri is a 4-time founder, Forbes 30 Under 30 headliner, and the CEO & Founder of Perksy - A next-gen market intelligence platform that conducts real-time research with Millennial & Gen-Z audiences through mobile. With a fresh take on understanding the habits, behaviors, and preferences of Gen Y & Z consumers, Nadia is redefining market research for the mobile generation by making feedback the favorite form of engagement. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Francesco Leone has helped some of the biggest brands in the world go international. As a marketing executive with Coca-Cola, Starbucks, and Colgate, he helped establish footholds in new markets. He has taken that international experience and uses it to help other brands through his marketing consulting agency called Goat Eye Strategy. On this episode, Francesco walks us through his international marketing playbook. He talks about the lessons he has learned across his career and talks through the strategies and tactics that help a brand have a flawless international rollout.   Links Full Notes & Quotes:http://bit.ly/2GCUxv5 Francesco's Linkedin: linkedin.com/in/frleone/   5 Key Takeaways - To work in different markets, think about culture, segment, and identity, not just national boundaries. - Talent looks different in different markets. Make sure you know what you're looking for. A German resume will be different from a Japanese one, which will be different from an American one. - Innovation can isn't just technological change. Understanding your consumer and repositioning your product is an important form of innovation. - CMO's run into mistakes when they try to reach a theoretical consumer based on outside characteristics. It's important to speak to human needs. - "Start with a brand that is successful in a market segment and then search for that same segment in other markets." - Francesco Leone   Bio Prior to founding and running Goat Eye Strategy, Francesco served as the CMO of Pedal. Prior to that, he served as the VP of Global Categories and Operations for Arla Foods, and he has held top marketing positions for Coca-Cola, Starbucks, and Colgate. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Karen Steele, CMO of LeanData, learned marketing from the best of the best. At Apple and NeXT, she had the opportunity to report directly to, and learn from, Steve Jobs. On this episode of Marketing Trends, she shares some of those lessons learned, as well as how to nail marketing attribution and her best practices for managing engagement.   Links Full Notes & Quotes: http://bit.ly/2MkY5ps Karen's Twitter: twitter.com/karenmsteele Karen's Linkedin: linkedin.com/in/karen-steele-b237b4 LeanData's Homepage: leandatainc.com   5 Key Takeaways - The first step to figuring out attribution is getting great data that you can trust. - Humanizing your brand leads to more engagement. - Think about your brand promise as much as possible. It has to be your anchor that you stick to at all costs. - Advocacy, advisory, and adoption are the three A's to think about when you're thinking about your customer marketing process. - "Engagement is the process of getting people interested and getting them to take action around your brand, who you are, and what you stand for." - Karen Steele   Bio Karen Steele is the CMO of LeanData. Karen is responsible for all aspects of product marketing, brand strategy, demand generation, customer and employee advocacy, and the customer journey at LeanData. Prior to LeanData, Karen was Group Vice President of Corporate Marketing at Marketo, where she led the pioneering marketing automation company through its transformation from a public to private company and successfully introduced the New Marketo. Karen began her career at Apple where she worked alongside Steve Jobs. Karen later followed Steve to NeXT and then back to Apple, where she built the marketing foundation that helped jumpstart her career. --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

"Content only succeeds when it is helpful or resonates emotionally." That is the central thesis of Camille Ricketts' content strategy. Camille is the Head of Marketing at Marketing at Notion. She helped revolutionize content marketing in the VC industry with her work at First Round Capital. On this episode, Camille talks about what it takes to create and scale a great content marketing strategy. She also talks about her start in marketing, work styles, marketing leadership, and much more.   Links Full Notes & Quotes: http://bit.ly/32TeI1x Camille's Twitter: twitter.com/camillericketts Camille's Linkedin: linkedin.com/in/camillericketts/ Notion's Homepage: Notion.so   5 Key Takeaways - Content is the most scalable way to communicate your brand's values and objectives. - Great content is either helpful or resonates emotionally with its audience. - Enterprise marketing is no different in this regard. B2B buyers are humans, too. - Find a niche by being different. Different mediums work for different people. - Spend more time and energy focusing on your strengths than fixing your weaknesses.   Bio Camille Ricketts is the Head of Marketing for Notion. She has previously served as the Head of Content and Marketing at First Round Capital, Content Manager at Kiva, and Communications Manager at Tesla Motors. Camille is a graduate of Stanford University with a BA in History.  --- Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

"Marketing is not fluff." Or at least it shouldn't be, according to Laura Luckman Kelber, SVP of Marketing at Flexera. According to her, not enough marketers focus on how to make themselves useful to the people they are trying to reach. On this episode, Laura discusses how to be more useful as a marketer, as well as the power of aligning your entire organization around marketing, why good technology is essential for creating good work, how to rebrand a unicorn, and much more.   Links Full Show Notes: http://bit.ly/30RBIMv Laura's LinkedIn: linkedin.com/in/lauraluckmankelber/ Laura's Twitter: twitter.com/FreeRadicalSynd Flexera Homepage: flexera.com/   5 Key Takeaways - Marketing needs to be a lot of things. Most importantly it needs to be thoughtful and useful. It needs to share something consumers can learn from. - Failure happens when product, distribution, and pricing aren't aligned and communicated clearly. - Marketing needs to meet prospective customers where they are already at and speak to the pain points they're feeling at that moment. - At the same time, you need to stay ahead of what your customers are looking for. This means thinking about the future and what your customers will want down the road. - Over-communicate and never take for granted that your brand and your message are already known.   Bio Laura Luckman Kelber is SVP of Marketing at Flexera. Laura is a creative and collaborative executive with extensive expertise in building and leading high-functioning teams. Laura excels at creating strategic plans, articulating vision, and ensuring flawless implementation to transform businesses. Laura enjoys unraveling complex problems and connecting dots in unexpected ways to accelerate growth. Laura developed her unique approach through executive positions at a number of Chicago advertising agencies. Most recently she was EVP and Managing Director for Strategy at Merge. She has served as Chief Strategy Officer, Strategy Director and Client Service Director, applying her inspiring leadership and vision to B2B and B2C clients in a wide range of industries. Laura has a BS in Political Science and an MBA from the University of Illinois.   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

From Apple's first mouse to Palm's first Personal Digital Assistant, IDEO has helped design some of the world's most famous and important products. Across the world, and especially in Silicon Valley, they have been looked to as the gold standard for innovation and creativity. So what can marketers learn from this unique organization? To find out, we interviewed Whitney Mortimer, CMO and Partner at IDEO. On this episode, Whitney talks about design thinking and how it can transform your marketing, the power of constraints, and how to measure and manage creativity.   Links Full Show Notes: http://bit.ly/2JTn4gX Whitney's LinkedIn: linkedin.com/in/whitney-mortimer-594ba55/ IDEO Homepage: ideo.com   5 Key Takeaways - Design thinking is a strategy that starts with a blank slate and designs around a user's needs and experience. It can (and does) lead to explosive growth. - Creativity can be measured, managed, and taught. Doing so leads to growth, agility, and resilience. - “It's your job as a leader to stay inspired and to share that inspiration with others.” - For marketers to be successful, they need to be involved in conversations about the company's deepest aspirations so that they can translate that vision into a narrative. - In an era of increasing automation, employees have a need to self-actualize through creativity.   Bio Whitney Mortimer is the Chief Marketing Officer (CMO) and a Partner at IDEO, a global design company that creates positive impact through design. Previously, she served as the SVP Marketing and New Business Development at Supercuts. Prior to Supercuts, she held various positions in brand management and strategy with E & J Gallo Winery, Frito-Lay, and American Express International Bank. Whitney is passionate about bringing design-led innovation to environmental conservation, social justice and the empowerment of women. In addition to being the CMO of IDEO she also serves on the board.   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Few things a CMO does are as important as creating or transforming a culture within their team. And yet few things are as poorly understood as how to lead cultural transformation. To learn more about it, we brought on Alexandra Morehouse. Few people understand how to lead cultural transformation like Alexandra. She is the CMO of Banner Health and has previously served in senior marketing leadership roles for Kaiser Permanente, AAA, Charles Schwab, and American Express.   For full notes and show notes, click here: http://bit.ly/2Qujn4f Alexandra's LinkedIn: linkedin.com/in/chiefmarketingofficersanfrancisco/ Banner Health: bannerhealth.com   5 Key Takeaways - Great brands are built from the inside out. If a company's employees don't believe in a brand, the market never will. - CMOs should work with heads of finance and sales to establish and reach meaningful marketing goals. - Marketing requires more quantitative skills than ever before, and that the skills needed are changing every 6-8 weeks. - One of the fastest ways to change culture is to change incentives. - "There's always push back. The only way to combat the push back is with information, research and data." - Alexandra Morehouse   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Customer feedback is more readily available than ever before. So how do brands use that feedback and turn it into actionable insights? To find out, we talked to Leela Srinivasan. Leela is currently CMO of SurveyMonkey. Previously, she served as CMO at Lever. Prior to that, Leela served as VP of marketing at OpenTable, where she built product marketing from scratch and established the foundations of a B2B marketing team. Additionally, Leela was director of marketing at LinkedIn within the Talent Solutions business, where she co-founded the Talent Connect conference.    For full notes and show notes, click here: http://bit.ly/2FAEuh2 Leela's LinkedIn: linkedin.com/leelasrinivasan Leela's Twitter: twitter.com/leelasrin SurveyMonkey: surveymonkey.com     5 Key Takeaways: - Feedback has become a global currency in a transparent world where people share their experiences. - Listening to customers allows businesses to avoid making assumptions about pain points and create products and experiences that resonate better with their audience. - Design thinking is a great mental model that helps ensure that you are identifying the market's true problems, rather than rushing to a solution. - No matter how skilled or talented they are, it is essential for marketing hires to be a fit with your company's culture. - "How do you channel that feedback? How are you going to listen to those audiences so that you can make them feel heard and so that you can adjust your organizational practices and continue to evolve in relentless pursuit of self-improvement?" - Leela Srinivasan   Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

The Marketing Trends team sat down with some marketers at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on these recap episodes. In Part 1 of our SiriusDecisions recap, we brought you interviews with CEOs for a high-level look at some of the biggest and most important Marketing Trends. For this episode, we wanted to talk to people who are a little closer to the action for more tactical insights. Part 2 of our recap features interviews with three practitioners, as they discuss their most important insights and lessons learned from the SiriusDecisions 2019 B2B Marketing Summit. We interviewed Sara McNamara, Senior Marketing Operations Manager at Cloudera, an enterprise data platform, Asher Mathew, VP of Business Development at LeanData, a revenue operations platform, and Jeff Davis, Founder & Revenue Strategist at JD2 Consulting Group, a management consulting firm working with B2B businesses on sales and marketing alignment. Links: Full show notes & quotes: http://bit.ly/30ACY6x Sara's Twitter: twitter.com/ifeellikemacmac Sara's LinkedIn: linkedin.com/in/saramcnamara Cloudera: Cloudera.com Asher's Twitter: twitter.com/ashermathew Asher's LinkedIn: linkedin.com/in/ashermathew LeanData: LeanDataInc.com Jeff's Twitter: twitter.com/jeff_davis2 Jeff's LinkedIn: linkedin.com/in/jeffreydavisii JD2 Consulting: www.jeffdavis2.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

This episode features an interview with Jay Baer. Jay is the founder and president of Convince & Convert, an analysis and advisory firm that creates digital marketing strategies. Jay is a multi-time founder, a global keynote speaker, and multi-time author. His latest book is called Talk Triggers and it comes highly recommended from the team here at Marketing Trends. 5 Key Takeaways for the On-The-Go Marketing Executive: - Everything you put your name on is a business card on some level, especially when it comes to creating content. - Word of mouth is and always has been the best strategy for growth, and brands should develop specific strategies to generate it. - Customer feedback is a gift. It should be studied and incorporated into strategy. - Individual customer feedback stories can be misleading. It's important to study in a quantitative way. - "Answer every customer in every channel every time, do it as quickly as possible, and use empathy." - Jay Baer Links: Full Show Notes & Links - http://bit.ly/2SjVdKN Convince & Convert - convinceandconvert.com Jay's Twitter - twitter.com/jaybaer Jay's LinkedIn - linkedin.com/in/jaybaer Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

On this special CMO Roundtable episode, Ian and Lauren are joined by Chandar and Jennifer to discuss what a new CMO can do in their first 90 days and beyond to ensure a successful tenure. 5 Key Takeaways: - For a new CMO, focus on the people. You aren't just a marketer who needs to execute. You're a leader, and your primary responsibility is to lead. - When creating a category, it's important to satisfy the current market even as you're building toward creating a new one. - Timing is critical. Being too early to a market can be just as damaging and being too late. - Marketers need to deeply understand their buyers' problems so that they can frame themselves as the only viable solution. "People buy candles not because they like candles, but because they want light." - Chandar Pattabhiram - It's important to focus intently on the things that will matter most. Beware of taking on too many initiatives when you step into a new role. Bios: Chandar Pattabhiram is CMO of Coupa, a business spend management platform. Jennifer Johnson the CMO of Tenable, a Cyber Exposure Company, and is a Category Design Evangelist/Startup Advisor at Play Bigger. Links: Full Landing Page - http://bit.ly/2NEK74d Jennifer Twitter - twitter.com/jj_cmo Jennifer LinkedIn - linkedin.com/in/jjcmo Tenable Link - tenable.com Chandar Twitter - twitter.com/chandarp Chandar LinkedIn - linkedin.com/in/chandarp Coupa link - coupa.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Meagen Eisenberg is the CMO of TripActions, a corporate travel solutions provider. Prior to TripActions, she spent more than 20 years in high-tech and was previously CMO of MongoDB and VP of Demand Generation at DocuSign. Meagen was recently named Top 50 most retweeted by mid-sized marketers according to AdWeek and Top 25 for B2B Marketing Influencers. She is also on the board of G2 and advises over a dozen tech companies, four of which were acquired this past year. For full notes and show notes, click here: http://bit.ly/2ILcuJs Meagen's LinkedIn: linkedin.com/in/meageneisenberg/ Meagen's Twitter: twitter.com/meisenberg TripActions: tripactions.com 5 Key Takeaways for the On-The-Go Marketing Executive: - To become an effective marketing leader, be aware of your own weaknesses and have the skills to hire people to balance the strengths of the team. - CMO's should be strategic leaders, aligning not only with sales, but with c-level executives across the entire organization. - The best thing to do to advance in your career is to command your existing responsibilities and make room to take on more, while investing in relationships with the people around you. - Work closely with product to get to know the audience, and identify the "wow" moments that will resonate with your audience. - Having engineers and technically-minded people on the team can be a competitive advantage for marketing departments. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Keith Messick is the Chief Marketing Officer (CMO) at Dialpad, a digital communications technology company. Previously, he served as the CMO at Lucidworks and also held senior leadership roles at Topsy (acquired by Apple), Get Satisfaction, and SuccessFactors. For full notes and show notes, click here: http://bit.ly/2ILcuJs Keith's LinkedIn: linkedin.com/keithmessick Keith's Twitter: twitter.com/keithmessick Dialpad: dialpad.com 5 Key Takeaways: - It's hard to get people's attention. You have to be creative and willing to take risks. - Creativity comes in large part from who you hire. - B2B companies can find success using branding and emotion, just as consumer-facing companies can. - Resource constraints make a team scrappier and inspire creativity. - "I've never met a company that was really good at being something for everyone. You've got to be something for someone." - Keith Messick Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

5 Key Takeaways: The Marketing Trends team sat down with some CEOs at the SiriusDecisions B2B Marketing Summit 2019, and have compiled the highlights on this episode. Our top 5 takeaways from these conversations: - The best content is that which you are uniquely positioned to create. "We challenge our brands to dig deep to figure out what is the one thing you can do that no one else can? If you go swimming in the sea of sameness, bad things will happen." - With a general transition toward subscriptions, focusing on new business is not as relevant anymore as the post-sale and customer journey expansion. - The goal of marketing is to facilitate value-creating transactions. - In order for an ABM strategy to succeed, it requires buy-in from the entire organization, not just parts of marketing and/or sales. - To handle escalations, be blatantly transparent and clear about how you're going to fix the problem. Click here for full notes & show notes: http://bit.ly/2xkNbaA Interviewees: Shafqat Islam is the Cofounder & CEO of NewsCred. Jon Miller is the Cofounder & CEO of Engagio. Eric Spett is the CEO of Terminus. Bryan Wade is the CEO of Sigstr.  Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Harsh Jawharkar is currently Head of Enterprise Cloud, Platform, & Ecosystem Marketing at Atlassian. He also has experience in product and marketing at PayPal, Zendesk, and Slack, among other leading technology firms. For full notes and show notes, click here: http://bit.ly/2XzHPHv Harsh's Twitter: twitter.com/hjawharkar Harsh's LinkedIn: linkedin.com/in/harsh/ Atlassian: atlassian.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

More data is being generated than ever before, and as data grows, so does the need to analyze and understand it quickly. To find out how marketers can better take advantage of real-time data, we brought in Jennifer Grant, CMO of Looker, a business intelligence platform that helps people explore, analyze, and share data insights. On this episode, Jen sits down with Ian Faison and Lauren Vaccarello, co-hosts of Marketing Trends, to discuss her marketing journey, the origins of Looker, and the future of real-time business intelligence. For full notes and show notes, click here: http://bit.ly/2WuJTzW Jen's Twitter: twitter.com/realjengrant Jen's Linkedin: linkedin.com/in/jencgrant/ Looker: looker.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.  

Marketers have to master a variety of skill sets in order to excel. New platforms, tools, and technologies are constantly emerging. So how can they keep up? And how do marketing leaders ensure that their team collectively has the skill sets necessary to perform at a high level? To find out, we talked to Yvonne Chen, VP of Marketing at Udemy for Business. On this episode of Marketing Trends, Yvonne joins Ian in studio to discuss the marketing skills gap, how to bridge it, and how to build a culture of learning at your organization. For full notes and show notes, click here. Yvonne's Twitter: twitter.com/chenennovy Yvonne's LinkedIn: linkedin.com/in/yvchen Udemy for Business: business.udemy.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

"The reader who plucks a book from her shelf only once is as deprived as the listener who, after attending a single performance of a Beethoven symphony, never hears it again." - Author Anne Fadiman In the past 6 months of the Marketing Trends podcast, over 50 interviews have been conducted and countless insights gleaned from some of the top marketing executives in the world. Some of these have been mentioned by more than one guest and are worth going back for a second listen. On this episode, Host Ian Faison and Producer Ben Wilson discuss their top 5 takeaways from the first 50 interviews on Marketing Trends. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

How can a brand make itself a go-to source for thought leadership in an industry? To find out, we talked with Chris Cartrett. Chris is currently Executive Vice President at Aderant, a software company providing legal business solutions to firms around the world. As EVP, Chris is responsible for growth and strategy at Aderant. On this episode of Marketing Trends, Chris joins host Ian Faison to discuss how to add value through thought leadership, the unique challenges of marketing in the professional services industry, his best tips for sales and marketing alignment, and much more. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Marketing operations is often seen as unimportant backroom work. But what if it was actually the key to unlocking alignment and growth? It certainly can be, according to Kurt Stoll (LinkedIn | Twitter), Director of Marketing Automation at 3D Systems. On this episode of Marketing Trends, Kurt joins Ian Faison and Lauren Vaccarello to discuss how to align revenue operations, how this can lead to higher retention and faster growth, the role of marketing automation, and how Kurt handles the unique challenges of marketing in the 3D printing industry. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

From founding their first company in 2006 to becoming top executives at Salesforce, Kraig Swensrud and Sean Whiteley have achieved a lot together. Most recently, they have helped introduce the world to the new category of conversational marketing by co-founding their latest venture, Qualified. On this episode, Sean and Kraig sit down with Ian Faison and Lauren Vaccarello at Sirius Decisions 2019, where they discuss early days at Salesforce, successful business partnerships, and implementing conversational marketing. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Marketing has always been about more than just marketing for Paul D'Arcy (LinkedIn | Twitter). Throughout his entire career, Paul has sought to understand the purpose behind the messaging that he delivers. That passion for purpose has led Paul to serve as the CMO of MessageOne, Executive Director of Americas Marketing and Global Demand Gen at Dell, and now serves as Senior Vice President of Marketing at Indeed. He and his team are working to create the best tool to serve job seekers and employers around the world. On this episode, Paul discusses his entry into marketing and what he has learned thus far in his career, including the importance of being purpose-driven, creating long-term customer memory, and maximizing creativity. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Marketing has undergone many phases of change. Four phases since 1900, to be exact, according to Erik Newton (LinkedIn | Twitter). Erik is the Vice President of Growth Marketing at BrightEdge. Previously, he has held senior marketing roles at leading media and entertainment companies including Netflix, TiVo, and Vidcie.  On this episode of Marketing Trends, Erik walks us through the phases of marketing as he sees them and describes what we should expect to see in the next couple years during the rise of "Marketing 5.0". For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jonathan Mildenhall knows a thing or two about building a great brand. He has helped lead one of the world's great legacy brands as SVP of Coca-Cola, as well as one of the world's great new brands as CMO of Airbnb. He is now the co-founder and CEO of TwentyFirstCenturyBrand. On this episode, Jonathan discusses his journey into marketing, how he learned to drive conversation at Coca-Cola and Airbnb, and what it takes for a brand to achieve success in the 21st century. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Every marketer knows that customer experience is important. But Thomas Butta, CMO at SignalFX, takes it a step further. According to Tom, experience is the new brand. On this episode, Tom explains what he means by this, and discusses how to succeed as a challenger brand. He is also joined by SignalFX Chief Architect Rajesh Raman, who talks about their collaboration together. For full notes and show notes, click here. Tom's Twitter: twitter.com/thomasbutta Tom's LinkedIn:  linkedin.com/in/tombutta SignalFX Website: signalfx.com Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.  

Should all marketers be quants? Tim O'Connor has suggested that the answer to that question is "yes." Tim is the Senior Vice President of Marketing at Excelligence and the CEO of LifeCubby, one of their subsidiaries. Tim has also served as a Marketing VP at Siemens and Unisource Worldwide. On this episode, Tim talks all about quantitative marketing, and explains why he believes that every marketer should have an understanding of basic quantitative tools and methods. He identifies some common gaps in marketers' knowledge, and explains how marketers can be more rigorous in how they analyze problems. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

This episode of Marketing Trends features an interview with Ryan Bonnici. He is currently the CMO of G2, and previously served as the senior director of global marketing at Hubspot, and the head of marketing of APAC at Salesforce. On this episode, Ryan discusses his background and how he turned a job as a flight attendant into a career in marketing. He also dives deep into how he has been able to successfully drive growth, including how he was able to generate $64 million with a $6k campaign. Click here for full notes and show notes. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Many marketers operate one quarter at a time. Andy Bertera is someone who has found enormous success by taking the long view. In his decade leading the marketing efforts at New England Biolabs, he has helped establish them as an authoritative voice in biotech industry. On this episode of Marketing Trends, he also discusses how to build a marketing team, why an experimental mindset is key for marketers, and the unique aspects of biotech marketing. For full links and show notes, click here. To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

No one knows Account Based Marketing better than Jon Miller. Jon is known as the godfather of ABM. As the CEO and co-founder of Engagio he has helped define the market. And marketing innovation is nothing new to Jon. He also co-founded Marketo and served as a VP at Epiphany. On this episode, Jon talks all about ABM, including most common mistakes and best practices for getting started. He also gives advice of how more marketers can become successful founder and what he thinks the next big innovation will be in marketing. For full notes and show notes, click here. To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Southwest Airlines is the largest airline in the United States and one of the largest eCommerce companies in the world. They are also one of the world's greatest marketing companies, with a clear brand message and very effective advertisements. On this episode of Marketing Trends, we talked to Ryan Green, Senior Vice President and CMO of Southwest Airlines, about what makes Southwest so effective, and how he helped get them to where they are. Ryan opens up about how Southwest is able to garner best-in-the-industry customer satisfaction and customer loyalty, as well as how he helped transform their marketing organization to meet the demands of the digital age. For full notes and show notes, click here. To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

CMO is known as one of the most difficult job positions. It is typically associated with low levels of trust and short tenures. On this episode, Sara Varni, CMO of Twilio, joins us and opens up her CMO playbook. Sarah shares how she has been able to have so much success in the CMO position. She also discusses what to do in your first 90 days as CMO to set yourself up for success, best practices for streamlining budgeting and approvals, how to deal with imposter syndrome, and more. For full notes and show notes, click here. To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Jennifer Johnson is a category design expert. As the CMO of Tenable and a startup advisor at Play Bigger, Jennifer puts into practice the principles of category design every day. In this interview, Jennifer discusses all things category design, from best practices and case studies to pitfalls and cautionary tales. For full notes and show notes, click here. To nominate yourself or someone else to be interviewed for a live episode at SiriusDecisions2019, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Shannon Pruitt has helped forge partnerships between some of the greatest brands in the world and some of the best original programming. Shannon is the President of SMPI Marketing Group, and she previously served as the CMO of The Honest Company, President and CEO of The Story Lab, and VP of Integrated Solutions of Warner Brothers. She joined the show to tell us best practices for these kinds of partnerships, what she learned from being a CMO, and how to get the most out of influencer relationships. For full notes and show notes, click here. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Josh Golden is the president and publisher of Ad Age. He has also served in senior marketing positions with companies like Xerox and NBC Universal. On this episode, Josh, Ian, and Lauren talk about keeping up with disruption, why marketing is more difficult than it has ever been, and Josh shares his experience working on the OJ Simpson trial. Click here for full notes and show notes. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Viral marketing. Many marketers dream of it. Few are able to actually execute and create it. On this episode, we talk to a marketer who has helped create many viral video ads. Benton Crane is the CEO of Harmon Brothers, the company behind the viral videos for companies like Squatty Potty, Purple Mattresses, and Poo-Pourri. The videos they have created have cumulatively generated more than a billion views. In this interview, Benton shares his journey from a self-described “data geek” working at the US Census Bureau to creating some of the most creative and successful viral video advertising of all time. He explains the formula used to craft narratives at Harmon Brothers, how they use data and analytics in conjunction with great storytelling, and what many marketers get wrong about A/B testing. Click here for full notes and show notes. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Storytelling is a key component of marketing. Yet few marketers seriously study the art and science of constructing stories. On this episode of Marketing Trends, we talked to someone who has. Clay Hausmann is the CMO of Aktana, a company that uses AI to provide decision support to life science sales and marketing teams. Clay is also a principal at Treatment, a marketing consultancy that uses the methods of screenwriters to help brands build and tell their stories. In this interview, Clay tells us how marketing is like screenwriting, and how marketers can use tips from screenwriting to tell better stories and be more effective. He also talks about his background, how he got into marketing, the future of marketing AI, and much more. Click here for links, quotes, and full show notes. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

Many marketers aspire to turn their customers into a tribe. They dream of their customers transforming from casual users to committed advocates. But this is easier said than done. To learn more about how to actually build a tribe and convert customers into advocates, we talked to someone who has done it before: Chandar Pattabhiram. Chandar is the CMO of Coupa, a highly successful cloud platform for business spend. He is an experienced tech marketing veteran and a multi-time CMO. On this episode, we talked to Chandar about how he builds tribes, his “Stairway to Heaven” model of marketing, and the future of artificial intelligence. Click here for links, quotes, and full show notes. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

We sat down with Thomas Butta, CMO of SignalFX, to talk about how to make your marketing cut through the noise of the modern digital world. On this episode, Tom also discusses challenger brands and how to make your brand an industry thought leader. Click here for links, quotes, and full show notes. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.