Listen Now

Amanda Elam has taken an unconventional route to her role as CMO of Bloomreach, but she’s learned some important lessons along the way. On this episode of Marketing Trends, Amanda discusses her unique approach to hiring, how to identify metrics that matter, and why we need to embrace and work alongside AI.  Tune in to learn: What is Bloomreach? (2:30) How AI is impacting marketing and business (5:20) Why companies not building with AI will be left in the dust (10:00) The metrics that matter the most (13:50) Can being too focused on metrics be detrimental? (17:55) The importance of having a strong marketing team (24:10) Aligning marketing and sales together (26:08) How to spot potential in unconventional ways (30:35) Being a mom and a CMO (33:10) Preparing for the next steps of growth (40:45) Mentions: Jasper.ai  “NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”  

Helping a growing brand stay on its upward trajectory is a big job, but it’s one that Jessica Gilmartin was excited to take on as the CMO of Calendly. On this episode of Marketing Trends, Jessica explains how she approached her first 90 days, what she was doing to define goals, and how she has been developing a plan to bring the company to the next level. Tune in to learn: What to be excited about right now (2:30) A strategy for the first 90 days (6:50) How to get people to see and work toward a unified vision (14:00) Understanding both simplicity and complexity at scale (19:08) Defining a new category in technology (24:30) Lessons learned from Asana’s IPO process (30:30) The role of AI in marketing strategies today (37:00) “NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”

Weather is more than just a topic for small talk. It’s a major factor in a number of industries, and impacts business every day. Tomorrow.io is making it possible to gather better, more advanced weather data that is allowing for a revolution in transportation and other industries. Dan Slagen, CMO of Tomorrow.io, explains how on this episode of Marketing Trends.   Tune in to learn: What is Tomorrow.io? (2:30) Learning to communicate with your CEO (3:40) Leading through high growth periods (10:00) How lead gen has evolved throughout the years (15:00) Creating a cohesive strategy (19:10) How Tomorrow.io competes in its category? (25:00) How Tomorrow.io can change the role of a meteorologist (30:35) Fun partnerships and customer stories (36:20) Looking forward and understanding trends (41:00) Why marketing matters at the C-level (46:00) Mentions: Understanding Start-Up CEOs   “NYSE has sponsored this production by Mission.org for illustrative, informational and/or educational purposes only, without regard to any particular investor’s objectives, financial situation or circumstances. NYSE neither represents nor warrants the accuracy or correctness of any of the statements in the production, which has been independently assembled by Mission.org and with whom sole editorial control rests. NYSE makes no recommendation as to possible benefits from any securities or trading strategies, and this production is not a recommendation, offer, or solicitation of an offer to buy or sell any security, or engage in any trading strategy. Prior to the execution of a purchase or sale of any security, you are advised to consult with your own advisors.”

The pet category is the second-most emotional in the eyes of consumers, behind only children. So as the CMO of PetSmart, Will Smith has a daily challenge to elevate his brand while connecting with the hearts and minds of customers. On this episode of Marketing Trends, Smith explains how he does this, including through strategies of expanding services both in-store and online and building more trust with consumers Tune in to learn: Where did Will’s journey to marketing start? (4:35) The education you get at P&G (6:30) How working at PetSmart is different than other marketing roles (8:20) How PetSmart successfully handled the shifts and pivots of the last few years (12:30) The importance of leadership and mentoring (18:00) The challenges of branding in 2023 (25:05) Where ecommerce comes into play in the pet products world (32:30) How to elevate the retail store experience (38:00) Understanding customer obsession (40:00) Ensuring a good culture (44:30) Mentions: BECA

There is nothing like coming together for a concert, a speech, or a community festival. The camaraderie and joy that these events bring to those who attend is an essential part of our lives and Eventbrite is helping to make accessing these events easier than ever. On this episode, Tamara Mendelsohn, the CMO of Eventbrite, explains how the company has grown and how the team unifies behind a mission and data in order to bring events to people everywhere. Tune in to learn: What is Eventbrite? (1:15) Some of the shifts we’re seeing in the events industry (3:44) Being an executive for now and of the future (11:00) Creating some structure around silliness (26:20) Finding balance (34:25) What data to prioritize (37:10) Why the entire team needs to be on the same page (40:00) Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

Finding love is happening more and more online and through dating apps, and the field is only getting more crowded. Michael Kaye, the Director of Brand and Communications at OKCupid, explains how data, automation, and creating personalized experiences are helping separate OKCupid from the competition.   Tune in to learn: Michael’s role with OKCupid (1:30) How the dating space evolve and how OKCupid markets itself as the app for everyone (4:00) The different customer personas that OKCupid talks to (8:00) Understanding the wealth of data OKCupid has accumulated (11:00) How ChatGPT and OKCupid have come together (15:00) Measuring performance (18:00) What’s important in the influencer marketing world right now? (22:00) Exciting things to look forward to (30:00)   Mission.org is a media studio producing content for world-class clients. Learn more at http://www.mission.org.

With all the recent growth of AI, data, and automated tools, marketing teams have had to evolve to not only implement these developments, but also maximize their value. And that – even in 2023 – still comes down to having the right people for the job. In this episode, Jim Habig, VP of Marketing at LinkedIn Marketing Solutions, discusses some exciting insights from LinkedIn’s Jobs on the Rise 2023, and gives his take on some of the recent tech developments that teams need to harness to stay competitive.   Tune in to learn: Jim’s take on the state of marketing in 2023 (4:00) The LinkedIn rising jobs report (7:40) The many facets of LinkedIn (13:50) ChatGPT and its use in marketing (22:30) Using data to understand a build trust (31:10) How to best support yourself and your team (39:55) Mentions: LinkedIn’s latest Jobs on the Rise list for 2023

After 100+ years of insurance excellence, no one would blame Liberty Mutual’s marketing team for playing it safe with its customer outreach. Instead, the company continues to defy its century-old origins by bringing new, exciting (and even outright funny) ideas to the table. In this episode, Jenna Lebel, CMO of Liberty Mutual, explains how implementing new approaches has only helped to widen the company’s target audience, and reinforce a trusted, proven brand identity.  Tune in to learn: What it’s like to be a modern-day CMO (2:31) The unique challenges of brand identity (6:15) Understanding the Liberty brand (8:40) Digging into the role of mascots (16:05) Liberty Mutual’s major partnership strategy (23:35) Balancing growth and integrity (30:20)

After 111 years of history, building a remarkably consistent outdoors brand, L.L. Bean might not seem like a company centered on evolution. But after pulling back the curtain with CMO Nick Wilkoff we see that the company’s focus on transparency, inclusion, customer, and community positions L.L. Bean as a timeless example of how to keep a brand relevant and forward-thinking.  Tune in to learn: The consistency and evolution of the L.L. Bean brand and how it measures up to competitors (16:20) Making the outdoor experience more inclusive and connecting people with the outdoors (24:30) The alignment / transparent culture of L.L. Bean executive leadership (30:00)  L.L. Bean’s initiatives for community, diversity, equity, and inclusion (35:00) Mentions: [11:37] Forrester Research [16:39] Leon Gorman - Grandson of L.L. Bean founder [19:41] Nordstrom [19:41] Zappos Shields [30:21] L.L. Bean / Todd Snyder Collaboration [33:33] Mental Health Awareness Month [33:54] Partnership with Mental Health America [34:53] Gracie Wiener / Partnership [39:39] Stephen Smith, L.L. Bean CEO

Machine learning evolves from patterns. Deep learning evolves from people. In this episode, Jana Jakovljevic of Cognitiv shares her thoughts on how her company’s technology learns from context and generalization to bring intelligence to advertising, through AI that affects human lives. Listen in to hear Jana’s journey, from her early experiences with AI systems, to helping take a company from idea to IPO.  Tune in to learn: Jana’s perspective on ChatGPT (3:45) The gaps that Cognitiv is solving for (8:15) The type of marketing team required for optimizing AI and Deep Learning (22:50) How does the tech affect Cognitiv’s growth (28:30) Mentions: Jana Jakovljevic featured on AdWeek Rubicon Project / Magnite Inc. Jeremy Fain CEO of Cognitiv

For marketing teams to succeed, there needs to be a companywide consensus and understanding. This requires active communication and education across teams to ensure all departments not only understand the end goals, but the roles each team play in getting there. Shamir Duverseau, Co-Founder of Smart Panda Labs, shares his thoughts on how his company helps organizations balance data and know-how to achieve unique digital outcomes. Tune in to learn: (02:18) The origins of Smart Panda Labs (09:33) Shamir’s perspective on actionable data (13:05) The biggest disconnects between marketing and IT (20:26) Key advice for CMOs Mentions: 09:39 Shamir’s SiteSpect Article - https://www.sitespect.com/use-customer-data-to-improve-the-digital-customer-experience/ 15:54 Google Analytics 15:55 Adobe Analytics Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access

Evolving your company’s approach to marketing and customer experience is required to stay ahead of the competition, even for the most established pillars of business. In this episode, Lauren Gerstner, Head of Marketing, MassMutual Financial Advisors, details how the centuries-old institution continues to adapt to meet changing expectations while maintaining the authority and customer trust it has established over 171 years. Tune in to learn: (10:18) Opportunities from MassMutual’s partnerships, including the Boston Red Sox (16:00) How advisors need to engage with marketing (18:57) How Lauren views artificial intelligence for driving growth (22:01) MassMutual’s unique “Awkward Silence” campaign Mentions: 1:45 Northwestern Mutual - https://www.northwesternmutual.com 1:46 H&R Block - https://www.hrblock.com/home/ 1:47 HP https://en.wikipedia.org/wiki/HP_Inc. 1:51 New York Life - https://en.wikipedia.org/wiki/New_York_Life_Insurance_Company 18:37 Chat GPT - https://en.wikipedia.org/wiki/ChatGPT 20:52 REGBI (Regulation best Interest) - https://www.finra.org/article/regulation-best-interest-%28reg-bi%29-overview Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

For many companies, social media is a promotional or research tool, and is typically given to young team members to handle. But considering social often represents a customer’s first touchpoint for brand awareness, recognition, and sentiment, it deserves a more prominent place in the workflow. Hear Shiraz Siddiqui, former Global Social Lead at Twitter, explain how authentic social media engagement can produce invaluable insights for any consumer marketing team. Tune in to learn: Perspectives on changing consumer behaviors (4:14) Doing more with less through social media (12:10) The importance of authenticity in social marketing (26:08) What metrics marketing leaders should be monitoring (29:19) Mentions: 5:26 Google / Google Plus 5:46 Vine 7:37 Wendy’s 13:51 Tweet it into existence 22:57 Google Glass 23:52 CES 24:19 Pokemon Go 35:04 Campbell Soup Company Episode Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

How can marketing leaders inspire their teams? Sarah Acton, CMO of BILL, claims impact comes from learning what drives them, while also diving deep into the company’s mission to understand how to improve the customer experience.Tune in to learn how Sarah created a rebrand for BILL in her first year as CMO.  Tune in to learn: When Sarah found her love for SMBs (4:40) About Sarah’s part in the BILL rebrand (16:01) How to build relationships with other executive leaders (21:49) What Sarah has to say to aspiring marketing leaders (29:21) Mentions: The Smiling Frog Renè Lacerte, CEO of BILL Chief | LinkedIn  Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

As the data revolution rapidly transforms marketing, does the industry run the risk of losing its altruistic ideals? Jacqueline Woods, CMO of the multi-cloud data platform Teradata, urges marketing leaders to take responsibility for their enormous influence on society. Hear Jacqueline discuss Teradata’s strong commitment to diversity, her reverence for authenticity, and why she believes the popular analogy comparing data to “new oil” is somewhat misleading.  Tune in to learn: What sets Teradata apart from its competitors (03:55) Teradata’s commitment to diversity, equity, and inclusion (10:28) Teradata’s partnership with the New York Giants (28:05) The importance of authenticity and embracing one’s heritage (30:57) Mentions: Steve McMillan, CEO, Teradata “The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends podcast; Episode 349) “Teradata Showcases New World of Cloud Analytics at AWS re:Invent 2022” (Teradata press release; November 28, 2022 via Business Wire) Jacqueline’s website “The Power of Unity With Jerri DeVard, Founder, Black Executive CMO Alliance” (Marketing Trends podcast; Episode 329) Melissa M. Proctor - Executive Vice President & Chief Marketing Officer, Atlanta Hawks Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

 In a market focused on revenue and notoriety, how can modern businesses find the right footing to make an impact? Rachel Konrad, Chief Brand Officer at The Production Board, claims that by focusing on the mission that matters, companies can make a positive impact on the world around them. Tune in to hear how Rachel aims to help prepare the next generation of business leaders by pushing to fix the current climate change issue.  Tune in to learn: How Rachel approaches companies to build their brand (6:53) What lessons were learned while Rachel worked at Tesla in the company’s infancy (15:35) Why Rachel never had an ‘aha’ moment about sustainability (22:46) About advice for upcoming business leaders (33:45) Mentions: Morgan Stanley, Alice Milligan Episode Molson Coors, Marcelo Pascoa Episode Cana Beverage Machine Dave Friedberg, Founder and CEO of Production Board The Climate Corporation Mark Washington, Founder and CEO of Supergut Supergut Tiny Wins Rachel Konrad’s LinkedIn Bio Al Gore, “Earth in the Balance”  Elon Musk Brookings Institute  “The Population Bomb” Book By Dr. Paul R. Ehrlich Norman Borlaug Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

In today’s unpredictable marketing environment, how can leaders in the industry continue to maximize their impact? Eric Toda is the Global Head of Social Marketing at Meta and Head of Meta Prosper, an online hub created to uplift Asian American and Pacific Islander communities and businesses. On this episode, Eric shares why today’s unique challenges provide marketers with exciting opportunities to not only drive revenue, but to serve and empower new and diverse voices. Tune in to learn: Why Eric thinks marketing has never been more exciting (02:31) About Meta Prosper (13:11) Eric’s thoughts on marketing leadership and the employee experience (34:41) Why economic constraints can be a good opportunity for marketers (38:45) Mentions: “'My People Are Dying in Silence—and I’m Here With a Megaphone'” (Adweek article by Eric Toda; February 11, 2021) Meta Prosper - Asian and Pacific Islander Community Hub Meta Elevate - Black and Latinx & Hispanic Community Hub This podcast is brought to you by Salesforce and the CMO Club. The CMO Club is a global community for senior marketing executives to come together, share ideas, and solve their toughest challenges in a collaborative and trusted environment with other marketing leaders. Salesforce and the CMO Club provide the best in class programs, events, and a digital platform for marketing leaders to come together and be inspired like never before. Join our global community at thecmoclub.com.

What is the best way to ensure a smooth workflow as a marketing leader? Alice Cherry, Chief Marketing Officer at S&P Global, claims that communication is key when leading marketing teams. Tune in to learn how Alice not only builds healthy relationships with other executives and stakeholders, but also created a brand new company culture throughout S&P Global’s merger with IHS Market.  Tune in to learn: Why being comfortable with being uncomfortable is part of being a marketer (5:35) How Alice prepared for the IHS Market and S&P Global merger (12:55) What S&P Global did to create a new culture with the merger (19:20) About the Seek and Prosper campaign (27:05) Mentions: Sylvan Learning IHS Markit Douglas Peterson, President, CEO, S&P Global CERAWeek State of Marketing Report Shannon Duffy Episode  Seek and Prosper Campaign Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

Brands that rely on the events industry have had a difficult last couple of years. So, how can they regain traction now that events are making a robust comeback? This is priority number one for Melanie Hellenga, VP of Brand and Performance Marketing at Groupon. Melanie joins us to discuss the creative approaches her team has used to transform the brand and how data is being leveraged to raise “top-of-mind” awareness for the deals and discount platform. Tune in to learn: Melanie’s role in Groupon’s brand transition (3:33) The role of data in Groupon’s marketing (14:56) Melanie’s philosophy on balancing growth with velocity (21:34) The story behind Groupon’s big game campaign with Rob Gronkowski (31:00) Mentions: Bringing Build-A-Bear Alive in New Ways With Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop (Marketing Trends podcast; Episode 359) FCB Global “Party Like A Player” Sweepstakes Marketing Trends is brought to you by Salesforce Marketing Cloud. For more great marketing insights, sign up for The Marketing Moments newsletter. You'll get ideas to help you build better customer relationships, invites to upcoming events, and access to the latest industry research. Subscribe at https://sforce.co/MarketingMoments

On this special end-of-year crossover episode, the hosts from Up Next in Commerce, Marketing Trends, and IT Visionaries meet up again to discuss their biggest takeaways from their guests over the past year, and to make some predictions for what should be an exciting 2023 in marketing, tech, and e-commerce. Tune in to learn: Why your employees are your greatest customers (8:41) Why good business instincts can help overcome a lack of data  (14:28) Why intuition matters, even in data-driven industries (20:53) Client ad read Mission.org is a media studio producing content for world-class clients. Learn more at *LINK*. Mentions: David Ting, Zenni David Heinemeier Hansson, 37signals Stephanie Dobbs Brown, CMO, Intercontinental Exchange Lil’ Wayne Kevin Warren, UPS Eric Toda, Meta Client ad read Mission.org is a media studio producing content for world-class clients. Learn more at *LINK*.