How do you connect with potential customers before their attention is pulled away? Chris West, CEO of Verbal Identity, contends that “radical brevity” in branding is essential in modern marketing and failure to adapt will be detrimental to business. On this episode, Chris explains the importance of language, succinct writing and aligning your team behind a brand identity. 

Tune in to learn:

• The importance of radical brevity (06:08)
• A good example of radical brevity (14:31)
• How businesses can prepare their employees for succinct writing (17:01)
• The importance of aligning your teams through your brand (25:37)
• Why should companies train their writers? (32:47)

Mentions:

• Strong Language The Fastest, Smartest, Cheapest Marketing Tool You're Not Using (Book by Chris West)
• Revolut

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

One wouldn’t think that freeing up workers’ time spent on menial tasks so they could focus on more important things would be a hard sell for businesses. But when it comes to adopting automation in the workplace, some companies still need convincing. That’s where today’s guest comes in. Xuan Liao is the CMO for the Americas region at the automation services company Roboyo. Tune in to hear Xuan’s unique journey into marketing, and learn why this self-proclaimed evangelizer of automation is so fired up about getting companies to join the “robo-lution.”

Tune in to learn:

•  Roboyo’s approach to “evangelizing automation” (02:20)
• The need for automation education (05:18)
• The distinction between RPA and Hyper Automation (07:18)
• The point at which a company engages with Roboyo (10:36)
• The Banking Industry being behind when it comes to automation (13:02)
• Xuan's marketing journey (15:42)
• Xuan's experience being raised in Colombia (18:02)
• What verticals have been quick to adopt automation (19:28)
• What Xuan was experiencing when she wrote her article on automation (20:52)
• Mediums Roboyo utilizes to bring in new clients (23:28)
• The thought process behind employing organic SEO (25:15)
• Building rapport with Roboyo clients (27:49)
• Areas in which clients most need automation (30:58)
• Insights into Roboyo’s marketing team (34:52)
• Some of Roboyo's notable use cases (37:49)
• A crucial moment in Xuan's career (39:38)
• Lightning round, presented with Salesforce (43:12)

Mentions:

• “The Time to Automate is Now” (article by Xuan Liao)
• “Sapiens: A Brief History of Humankind” (book by Yuval Noah Harari)

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Can one marketing team make an impact on a category as time-tested as banking? Andrea Brimmer, Chief Marketing and PR Officer at the digital financial services company Ally, says that all it takes is a bit of bravery. Tune in to hear Andrea discuss her bold approach to the company’s rebrand, her team’s innovative use of gamification to increase financial literacy, and her strong commitment to elevating diversity and equality through marketing.

Tune in to learn:

• About the gamification strategies at Ally (3:37)
• The approach used to the rebrand at Ally (27:05)
• How marketing can be used to promote diversity (33:33)

Mentions:

• “The Unifying ‘Power of Sports’ With Emeka Ofodile, Vice President of Sports Marketing, ESPN” (Marketing Trends; Episode 349)
• Moguls in the Making: An Entrepreneurial Competition
• Thurgood Marshall College Fund

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

As new technologies change the healthcare landscape, how are marketing leaders in the field keeping up? Andrew Greenwood is the Senior Director of Corporate Marketing & Communications at the healthcare management consulting and technology firm ZS. On today’s episode, Andrew discusses the unique challenges that the healthcare industry presents and why it is poised for a digital transformation.

Tune in to learn:

• How ZS is helping healthcare companies take the lead in today’s digital world (8:35)
• Challenges of overseeing both marketing and communications (17:40)
• Data and metrics to prioritize (30:02)

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.

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

How can marketers navigate “the blessing and the curse” of an overwhelming number of opportunities? Lauren Weinberg, Global Head of Marketing and Communications at Square, discusses her focus on strategic prioritization and burnout prevention. She shares her evolution as a leader over the past five years and provides insights into how the leadership team collaborates.  

Tune in to learn:

• Balancing opportunity with burnout prevention (5:05)
• How to evolve as a leader (11:30)
• Balancing function and emotion in campaigns (24:40)

Mentions:

• SoFi Stadium

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 

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Amidst headlines about the demise of malls, how can a brand that is steeped in the mall experience continue to thrive? Jenn Kretchmar, Chief Digital and Merchandising Officer of Build-A-Bear Workshop, discusses digital transformation at Build-A-Bear and its record-breaking results. She also dives into her holiday marketing predictions and her team’s strategy this year. 

Tune in to learn:

• The focus on digital transformation (2:46)
• Build-A-Bear’s bifurcated business model (11:16)
• Why to have an agnostic view regarding points of customer engagement (18:16)
• Insights into holiday marketing (37:28)

Mentions:

• Build-A-Bear After Dark
• Andrea Brimmer, Head of Marketing, Ally Financial
• Count your Candles, Pay your Age
• Build-A-Bear Entertainment
• Honey Girls (Build a Bear Entertainment Movie)
• Build-A-Bear Radio
• Mace Security International
• Lindsay Roy, SVP of Consumer Experience and CMO, Hallmark
  • Lindsay’s Marketing Trends Episode
• Build-A-Bear Foundation
• Salesforce Loyalty Cloud

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What methodologies should a marketing leader implement during a time of rapid growth? Rebecca Johnston-Gilbert, the Head of Marketing Ops at Postman, has seen the API platform’s usership skyrocket from 6 million to more than 20 million people during her three-and-a-half years there. Tune in to hear why, despite the company’s tremendous success, she has stuck with tried-and-true marketing fundamentals in her approach.

Tune in to learn:

• Welcome to Marketing Trends (00:00)
• What Postman is and what Rebecca does there (02:00)
• Where the Marketing Spark started for Rebecca (03:30)
• Rebecca's approach to product growth at Postman (04:27)
• Did Rebecca study product growth models of other companies? (08:44)
• Marketing to developers (10:55)
• Strategies for users driving users (16:06)
• Lessons learned from working with 3 different Founder / developers (17:28)
• Thoughts on Rebecca's teaching experience (20:33)
• Rebecca’s strategies to avoid marketing burnout (24:15)
• How is culture at Postman tied to Rebecca's role? (29:44)
• Rebecca’s perspective on marketing during a time of growth (32:10)
• How did Postman's product lead growth skyrocket? (34:16)
• What are some exciting things that Rebecca is looking forward to? (38:32)
• About Postman’s innovative approaches to B2B marketing (40:23)

Mentions:

• Dropbox
• Run In Postman Button (Postman feature)
• “The ‘Death’ of the CMO? With Michael Diamond, Academic Director, NYU School of Professional Studies” (Marketing Trends podcast episode)
• Accenture
• "The Great Marketing Declutter" (report by Accenture)
• “API-First World” (a Postman Inc. graphic novel)
• “The Go-Giver” (book by Bob Burg and John David Mann)

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The healthcare industry is notoriously slow to adopt new marketing trends. But can one organization’s innovative approach usher the field into the modern age? Andrew Chang is the VP of Marketing at the multispecialty medical group Summit Health and urgent care provider CityMD, which merged in 2019 to form a combined company that covers a wide range of healthcare needs. Tune in to hear Andrew explain how the organization’s unique business model and data-collection strategy are helping unlock the true potential of healthcare marketing.

Tune in to learn:

• How Summit Health is revolutionizing healthcare marketing (9:10) 
• Earning trust from stakeholders (20:00) 
• How some marketing trends are impacting the healthcare industry (30:02)

Mentions:

• “What Can Brown Do For SMBs?” (Marketing Trends interview with Kevin Warren)
• “Supercharging customer service with AI” (Deloitte article by Andy Haas, Michelle McGuire Christian and Ravouth Keuky)

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

What can a CMO at a multinational conglomerate still have to learn about marketing? Milena Oliveira, Senior Vice President and Chief Marketing Officer of the Transportation and Electronics Business Group at 3M, suggests that a marketer’s growth does not stop once they earn that CMO title. Tune in to hear Milena describe 3M’s global marketing approach and why maintaining a curious mindset has been vital to her success.

Tune in to learn:

• About 3M and Milena’s role there (2:20) 
• About 3M’s emphasis on R&D and how that affects its marketing (7:25)
• About the global marketing strategy at 3M (19:38) 
• What Milena is currently learning about marketing in her leadership role (30:07) 

Mentions:

• “Season 7. Episode 8: Work Your Way: Milena Oliveira, SVP & CMO, Transportation and Electronics Business Group” (CMO Insights podcast, hosted by Jeff Pedowitz)
• Vayner3 (Web3 consultancy)
• Gary Vaynerchuk (Chairman of VaynerX and CEO of VaynerMedia)

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

It can be difficult enough for a marketer to raise awareness about a brand, but what about a whole new territory? Tyrone Miller is the former Head of Media at the investment firm Sfermion, which focuses on NFTs — a promising world still being explored. On this episode, Tyrone talks about the potential of the novel NFT market and how his gaming industry experience strengthened the storytelling skills he uses to connect with clients.

Tune in to learn:

• Welcome to Marketing Trends (00:00)
• About Sfermion and Tyron's role (02:21)
• Tyrone's perspective on how tech has evolved (05:48)
• What Tyrone thinks marketing leaders should know about NFTs (10:49)
• Lessons Tyrone learned working for game companies (14:07)
• What is Tyrone’s approach to storytelling in the NFT investment world? (18:50)
• In what companies does Sfermion invest? (21:53)
• Tyrone’s thoughts on big brands entering the NFT space (25:01)
• How can marketers make a human connection in an increasingly digital world? (27:10)
• Lightning Round, brought to you by Salesforce (29:54)

Mentions:

• "Halo: Combat Evolved" (video game published by Microsoft Game Studios)
• "Tom Clancy’s Splinter Cell" (video game published by Ubisoft)
• "Call of Duty" (video game published by Activision)
• "Brothers In Arms: Road to Hill 30" (video game published by Ubisoft)
• Zima Red (podcast by Andrew Steinwold)
• "Axie Infinity" (video game published by Sky Mavis)
• Bored Ape Yacht Club (NFT collection)
• CryptoPunks (NFT collection)
• “2022 Global Marketing Trends” (report by Deloitte Insights, section titled “Elevating the hybrid experience”)

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

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.