Marketers have a lot on their plate when developing their marketing strategy. Although, the biggest factor of effective marketing, is your company's audience.Target audiences vary the most between individual consumers and businesses. Some companies will cater to individual shoppers, while others to large companies. We brought on Susan Campbell, Marketing Group Manager at Panasonic USA to discuss how Panasonic has pushed aside its growth strategy to cut its reliance on consumer electronics and focus more on the B2B segment. On this episode of Marketing Trends, Susan emphasizes how she is growing her content marketing team through understanding her customers storyline,how consumers play into B2B, the importance of bringing teams together, and much more.
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Interviews with trailblazing marketers, including CMOs, CEOs, VPs, and industry leaders.
What happens when marketing’s sharpest minds pull back the curtain? Hosted by Stephanie Postles, Marketing Trends drops listeners into the world of trailblazing CMOs, CEOs, and visionaries who share their journeys and groundbreaking strategies.
Most Recent Episodes
What is a brand? According to Seth Farbman, former CMO of Spotify, it isn’t “a logo, or the name of the company or anything marketing owns.” To Seth, your brand is “everything you do and say and make.”
As a marketer and entrepreneur, Seth Farbman has helped to shape and transform some of the most recognizable brands. Seth Farbman was the former chief marketing officer for Spotify, the world's largest music-streaming service. He had overall responsibility for the Spotify brand, the customer experience, and all marketing and external communications worldwide, across more than 50 countries and with a customer base of more than 75 million.
We live in a world that is more connected than ever before. That means that more marketers are able to make a global impact, even if they aren’t working in New York, Los Angeles, or San Francisco. On this episode of Marketing Trends, we host our first global CMO roundtable and hear from some of those marketers who are having a big impact even though they’re located in a small country.
Finding exponential growth is the dream and goal of every startup. It’s also extremely difficult. On this episode of Marketing Trends, we talked with an expert in startup growth about what it takes to achieve liftoff. Brian Rothenberg, is a partner at the venture capital firm defy.vc and a veteran of startup marketing himself. He previously served as the Head of Growth and GM at Eventbrite and the Co-Head of Marketing at TaskRabbit.
Social media has revolutionized the world. It has changed the way people communicate with each other, get their news, organize groups, and spend their time. But according to Jamie Gilpin, CMO of Sprout Social, too many marketers are treating this revolutionary innovation like it's nothing more than another advertising channel. On this episode of Marketing Trends, Jamie explains why more marketers need to make social a core part of their marketing strategy, and how doing so can lead to greater insights, better customer connection, and faster growth. “I think social media is, in many ways, our chance as marketers to be that clear mirror for the organization to provide customer insights that most departments don't have.”
What does it take to build a world-class brand? Many marketers aspire to it, but few are ever able to actually participate in building one of the top brands in the world. However, Michael Mendenhall has had the opportunity a number of times. As a senior marketer at Disney, he was able to learn from great brand builders like Michael Eisner, Bob Iger, and Steve Jobs. And as a multi-time CMO, he has had opportunities to perfect the craft of building a brand from the top. Now Michael is bringing that expertise to TriNet, where he serves as Senior Vice President, Chief Marketing Officer / Chief Communications Officer. On this episode, Michael opens up his playbook and talks about how to build a world-class brand. He also discusses how to manage a marketing team, why communications should sit with marketing, and much more.
What is the difference between solid companies and those that dominate their industry with exponential growth? According to Kris Bondi, CMO of LogDNA, it's the ability to create a movement. On this episode of Marketing Trends, Kris explains why creating a movement is so powerful and how to do it. Kris also talks about her best advice for first CMOs, best practices for creating growth at startups, and much more.
Being a CMO is a tough job, especially in the weeks and months after stepping into a new organization. Few people have mastered stepping into a new CMO role quite like Heidi Melin, CMO of Workfront. Heidi has more than 20 years of senior marketing experience. Previously, she has served as the CMO of Plex Systems, Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at PeopleSoft. On this episode of Marketing Trends, Heidi shares her best practices for taking over as CMO. She also discusses how to optimize work management, how to build a great marketing team, and much more.
Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah, Senior Brand Marketing Manager at RB, a conglomerate that produces health, hygiene, and home products under well-known brands like Clearasil, Lysol, Mucinex, and Durex. According to Nancy, there are tried-and-true strategies for fighting back against insurgent brands and dominating your category. On this episode of Marketing Trends, she lays out those strategies and explains how she has been able to help RB's sexual wellbeing brands maintain their position as category leaders. She also discusses the unique difficulties and opportunities of marketing sexual wellbeing products, her best tips for starting a performance marketing program, and how to break down silos between performance and brand marketing.
